Full text of "Sponsor"
UNIV OF MD COLLEGE PARK
3 1M30 055^1^73 M
1UTI0NAL BROADCASTING COMPANY, Inc.
GENERAL LIBRARY
•• ROCKEFELLER PLAZA, NEW YQBK, N. Y,
Digitized by the Internet Archive
in 2013
http://archive.org/details/sponsor56sponno2
of two parts
mail mr-
! 0 AT IALTIMOII MD
lv advertisers use
o more
rating
point!
The dominant station serving Richmond,
Petersburg and Central Virginia
WXEX-TV
STATION B
STATION C
Number of TV homes
in Grade B area
205,000
TV homes per rating point
projected to Grade B area
2,050
1 74,800
1,754
1,745
• WXEX-TV delivers 16.9' ; more TV homes than Station B— 17.3% more than Station C.
• WXEX-TV gives you a bonus of better than 2 TV homes with every 12 homes you buy.
• Station B is now operating on interim low power and tower. On this basis, the Grade B area of
WXEX-TV delivers 58.3 more TV homes than does Station B.
Service contours of stations considered are for maximum power and tower calculated
by Kear & Kennedy (consulting radio engineers, Washington, D. C.) from information
on file with FCC, and based on latest available ARF figures updated to June 1, 1956.
WXEX-TV
Tom Tinsley, President
NBC BASIC— CHANNEL 8
Irvin G. Abeloff, Vice Pres.
National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Forjoe & Co. in Chiccyo, Seattle, San Francisco, Los Angeles, Dallas, Atlanta.
SPOt RADII
DOLLAR FIGURE!
page 25
Television and radio
plans for forthcoming
Presidential campaign
page 28
Debate: Should short
announcements be used
to sell issues?
page 29
Trends you should
watch for fall
page 30
So you think there
are bugs in your
tv approach?
page
z?
I wrotp
MORE
ENTERTAINMENT! CBS* Titan program
fare augmented with the top ABC programs like Disneyland, Mickey Mouse
Club, etc., is further fortified with the Top Rated locally produced shows
such as the "Gil Newsome Show", "The Fred Moegle Show", and the
"Recallit and Win" program.
and
MORE
AUDIENCE ! Channel 4 quite naturally takes the lion's
share of the television audience in St. Louis! ARB and Pulse have con-
sistently shown that KWK-TV enjoys St. Louis' largest audiences during
all the regular time segments* thru-out the week!
•ARB-April, 1956, Telepuise, April (May) 1956.
MORE
>-
o
LU
O
R ES U LTS ! Offering the best in entertainment, plus the
largest consistent audiences in each time segment, KWK-TV presents to
its advertisers the largest most consistent sales potential ... a potential
that more and more advertisers are consistently turning to their sales
advantage!
0000
o
t—
z
O
^
IN ST. LOUIS
Tv clearances:
when?
SRA releases
spot totals
What's next step
toward more data
Reynolds Metals
buys new tv show
FCC seeks tv
station data
Admen concerned with clearances will find little immediate aid in
FCC's de-intermixture proposals. Commission has called for comments
by 10 Sept. But possibility of oral arguments, even court action by
broadcasters adversely affected, could hold up final decision until
next year, perhaps even later. FCC proposals, which affect 17 cities,
were welcomed by uhf interests, though latter were disappointed that
Commission didn't propose more de-intermixture.
-SR-
First all-industry report on spot radio spending totals shows
$54,258,000 for first 5 months of '56, up 17.8% from $46 million
during same period last year. Compiled by Price Waterhouse and
released by Station Reps. Assn. , total national spot radio spending
will be reported monthly. (See story, page 25).
-SR-
Total spot radio spending figures are big step forward. Will figures
for individual advertisers such as TvB now supplies for spot tv
follow? Such a move could come from any one of several directions:
(1) expansion of methodology and survey by SRA, (2) cross-section
survey of member-stations by RAB, (3) development of more complete
reporting by Executives Radio-Tv Service.
-SR-
Reynolds Metals, pioneer network tv sponsor among metal companies,
aims for even audience split among men, women, 'teens, with new film
show, Circus Boy. Show is to be slotted in firm's old NBC TV time
(Sun., 7:30-8 p.m.). Objective remains to combine sell for Reynolds
Wrap, pitch for varied uses of aluminum. '56 season may presage move
to separate net tv vehicle for Reynolds Wrap, now selling at $30
million annual rate.
-SR-
Now that tv webs have finished supplying (or have they?) tons of data
to Washington probers, tv stations are busy bearing burden of fact-
gathering. FCC's Network Study Group has sent 7-page request for
information (31 questions) to all video outlets. Latter were given
six weeks to fill it out ; questionnaire is due 51 July. Information
sought includes data on affiliation, card rates, other station owner-
ship, various breakdowns of programing, sponsorship.
Arnold Alpert named advertising director of SPONSOR
Arnold Alpert has been appointed advertising director of SPONSOR effective 1
July. He will be in charge of all advertising sales. Alpert, who joined SPONSOR
in June 1954 as midwest manager, also served on the editorial staff in 1951-52.
He interrupted his association with SPONSOR to work for his Masters Degree at
the Graduate School of Journalism, Columbia University.
SPONSOR, Volume in. No. 14, 0 .lulv 1958. Published biweekly In SPONSOB Publications Inc. Executive. Editorial. Advertising. Circulation Offices. 10 E. 4Sth St.. New
York 17 Printed at 3110 Elm Ave.. Italtlmore. Md. $8 a year In U.S. $9 elsewhere. Entered as second class matter 29 Jan. 1918 at Baltimore poatofflce under Act of 3 Mar. 1878
REPORT TO SPONSORS for 9 Julv 1956
Tv webs push
auto pitches
Negro radio's
pivotal role
Senate group
report due
Orkin tv spoofs
exterminating
New clients
for net radio
How should tv
sell candidates?
Brylcrcem hits
No. 3 sales spot
Auto cutbacks in net tv are spurring webs to heavy sales activity in
Detroit. Armed with new Trendex study indicating dealer enthusiasm
for tv, ABC TV will attempt to up its share of auto billings in pitch
to manufacturers this week. NBC TV is also readying sales promotion
ammunition. ABC already has 2 new auto shows coming up: a 2nd Law-
rence Welk hour for Dodge, "Ford Theatre," switched from NBC. Tren-
dex study, made among 857 dealers in 16 cities, found tv tops list of
all media for drawing showroom traffic. Dealers also favored tv
for national advertising support.
-SR-
Negro radio will have important role in Republican Presidential spot
campaign (through BBDO). Agency has already bought up to 150 an-
nouncements per market in Negro stations for 9 weeks preceding Elec-
tion Day. Negro vote is expected to be big factor in campaign. Said
NAACP's Washington representative at NAACP's 47th annual convention
recently: "It is within our hands to determine whether there will be
a Democratic or Republican 85th Congress."
-SR-
FCC de-intermixture proposal has reportedly caused Senate Commerce
Committe to consider watering-down planned separate majority and
minority interim reports in favor of full committee report. Latter,
expected this week, will be mild in tone. SPONSOR learned. On another
probe front, House Anti-trust Subcommittee went deeply into why FCC
okayed NBC-Westinghouse swap of Philly, Cleveland stations. Commit-
tee, chaired by Rep. Emanuel Celler (N.Y. ) , will continue questioning
FCC this week, move hearings to New York City in September. Celler
said group will look into tv star system, "tyranny of ratings,"
many other subjects.
-SR-
Otto the Orkin Man sprays South and West with announcements on 104 tv
stations after one-station start in '51. Orkin Exterminating, Atlanta,
spends $275,000 annually on tv, uses animated pests to remove social
stigma, sell pest control. (See story page 32).
-S3-
SPONSOR survey of all 4 radio networks shows between 25-30 accounts
which have never used net radio are in fold this year; more in offing.
Reasons: better salesmanship on part of nets, availability of short
time slots, participations. Among new buyers: Chesebrough-Ponds ' ,
Slenderella, Olson Rug, Greyhound, Hudson Vitamin.
-SR-
Many Democrats charge Republicans sold 1952 candidates like tooth-
paste in spot tv campaigns, yet spot tv will play major role in both
parties' 1956 Presidential campaigns. For opposing views on role of
air media in campaigning, see debate (page 29) between 2 admen who
helped direct last Presidential campaigns — Lloyd Whitebrook for Demo-
crats, Rosser Reeves for Republicans. Accompanying story (page 28)
outlines plans for air media at Norman, Craig & Kummel for Democrats,
BBDO, for Republicans.
-SR-
Brylcreem hair dressing reaches number 3 position in field; sales
have more than doubled the past 30 months with 90% of budget in spot
tv. Harold F. Ritchie also heavy in tv for Eno, Scott's Emulsion.
(Sponsor Reports continues i»«?i«* 117 )
_l
SPONSOR
LA
Among the television markets toremost in
the manufacture of food and kindred
products, the Channel 8 Multi-City Market
ranks sixteenth, based on production
figures for America's top 100 counties
(SALES MANAGEMENT ' 'Survey of Buying Power' '
—May 10, 1956) Food manufacturing is just
one of the many widely diversified indus-
tries which make the WGAL-TV Channel
8 market of first importance in your adver-
tising planning.
NCASTER, PENNA.
NBC AND CBS
CHANNEL 8 MULTI-CITY MARKET
STEINMAN STATION
Clair McCollough, Pres.
Representat
ive
the MEEKER company, inc.
New York
Los Angeles
Chicago
San Francisco
9 JULY 1956
Itl.POKT TO SPONSORS for 9 Julv 1956
Tv webs push
auto pitches
Negro radio's
pivotal role
Senate group
report due
Orkin tv spoofs
exterminating
New clients
for net radio
How should tv
sell candidates?
Brylcreem hits
No. 3 sales spot
Auto cutbacks in net tv are spurring webs to heavy sales activity in
Detroit. Armed with new Trendex study indicating dealer enthusiasm
for tv, ABC TV will attempt to up its share of auto billings in pitch
to manufacturers this week. NBC TV is also readying sales promotion
ammunition. ABC already has 2 new auto shows coming up: a 2nd Law-
rence Welk hour for Dodge, "Ford Theatre," switched from NBC. Tren-
dex study, made among 857 dealers in 16 cities, found tv tops list of
all media for drawing showroom traffic. Dealers also favored tv
for national advertising support.
-SR-
Negro radio will have important role in Republican Presidential spot
campaign (through BBDO). Agency has already bought up to 150 an-
nouncements per market in Negro stations for 9 weeks preceding Elec-
tion Day. Negro vote is expected to be big factor in campaign. Said
NAACP's Washington representative at NAACP's 47th annual convention
recently: "It is within our hands to determine whether there will be
a Democratic or Republican 85th Congress."
-SR-
FCC de-intermixture proposal has reportedly caused Senate Commerce
Committe to consider watering-down planned separate majority and
minority interim reports in favor of full committee report. Latter,
expected this week, will be mild in tone, SPONSOR learned. On another
probe front, House Anti-trust Subcommittee went deeply into why FCC
okayed NBC-Westinghouse swap of Philly, Cleveland stations. Commit-
tee, chaired by Rep. Emanuel Celler (N.Y.), will continue questioning
FCC this week, move hearings to New York City in September. Celler
said group will look into tv star system, "tyranny of ratings,"
many other subjects.
-SR-
Otto the Orkin Man sprays South and West with announcements on 104 tv
stations after one-station start in '51. Orkin Exterminating, Atlanta,
spends $275,000 annually on tv, uses animated pests to remove social
stigma, sell pest control. (See story page 32).
-SR-
SPONSOR survey of all 4 radio networks shows between 25-30 accounts
which have never used net radio are in fold this year ; more in offing.
Reasons: better salesmanship on part of nets, availability of short
time slots, participations. Among new buyers: Chesebrough-Ponds' ,
Slenderella, Olson Rug, Greyhound, Hudson Vitamin.
-SR-
Many Democrats charge Republicans sold 1952 candidates like tooth-
paste in spot tv campaigns, yet spot tv will play major role in both
parties ' 1956 Presidential campaigns. For opposing views on role of
air media in campaigning, see debate (page 29) between 2 admen who
helped direct last Presidential campaigns — Lloyd Whitebrook for Demo-
crats, Rosser Reeves for Republicans. Accompanying story (page 28)
outlines plans for air media at Norman, Craig & Kummel for Democrats,
BBDO, for Republicans.
-SR-
Brylcreem hair dressing reaches number 3 position in field; sales
have more than doubled the past 30 months with 90% of budget in spot
tv. Harold F. Ritchie also heavy in tv for Eno, Scott's Emulsion.
(Sponsor Reports continues !»«?/«• 117 )
SPONSOR
LA
Among the television markets toremost in
the manufacture of food and kindred
products, the Channel 8 Multi-City Market
ranks sixteenth, based on production
figures for America's top 100 counties
[SALES MANAGEMENT ' 'Survey of Buying Power' '
—May 10, 1956) Food manufacturing is just
one of the many widely diversified indus-
tries which make the WGAL-TV Channel
8 market of first importance in your adver-
tising planning.
NCASTER, PENNA.
NBC AND CBS
CHANNEL 8 MULTI-CITY MARKET
STEINMAN STATION
Clair McCol lough, Pres.
Representat
ive
the MEEKER company, inc.
New York
Los Angeles
Chicago
San Francisco
9 JULY 1956
316,000 WATTS
advertisers use
ARTICLES
Spot radio dollar figures
For the first time, industry sees totals on spot radio expenditures. Station
representatives Assoc, shows $54 million billing in first five months of 56
ffoit* to sell a candidate: 1956
Both parties are relying heavily on tv in forthcoming Presidential election.
Air media strategy is on drawingboards now. What are party tv philosophies?
Trends to watch for fall
These are brief highlights from SPONSOR'S t Oth annual Fall Facts Basics. They
are arranged in article under groupings of spot tv net tv, film, spot radio,
net radio. Briefing highlights developments you must know about to keep posted
.So you think there are hays in your tv approach?
You haven't really had problems until you start selling exterminating. But
Orkin of Atlanta did so well on tv that sales have doubled in five years
f wrote commercials for « genins
The genius was a news analyst opposed to sponsorship of his shows. The
copywriter was a woman who invaded his sustaining program privacy at WRNL
II f i «i I agencies expect from film protlut'ers
In the relatively new relationship between adman and television film producer
compatibil ty depends on complete understanding, says agency film head
25
2«
30
32
:ti
30
COM I NC
Reynolds sells a product ami an Industry
in soiling the aluminum industry to the consumer
-ork tv. has at its secondary objective the sales of its Reynolds Wrap.
How does a company coordinate institutional and consumer messages? 2tt .fll/lf
Six-month round~up
th<- -.ii month SPONSOR index to tell you how to find what where,
and in which issue. Handily classified, it rounds up all SPONSOR contents 2.'{ .1 III If
9 July 1956
Volume 10 Number 1
DEPARTMENTS
AGENCY AD LIBS
AGENCY PROFILE, Rod MacDonald
FILM NOTES ..... . j
49TH & MADISON
MR. SPONSOR, James J. Shapiro ....
NEW & RENEW _ j
NEWSMAKERS
NEW TV STATIONS
P.S.
ROUND-UP
SPONSOR ASKS
SPONSOR BACKSTAGE
SPONSOR SPEAKS
TV RESULTS
TIMEBUYERS
Editor and President: Norrnan R. Glenn
Secretary-Treasurer: Elaine Couper Gler'
Vice President-Genl. Manager: Bernard F
Executive Editor: Miles David
Managing Editor: W. F. Miksch
Senior Editors: Alfred J. Jaffe, Evelyn Kon-
Jane D. Pinkerton
Assistant Editor: Robert S. Solotaire
Contributing Editors: Bob Foreman, Joe Cs
Editorial Assistants: Lois T. Morse, Joan
Holland
Art Director: Donald H. Duffy
Photographer: Lester Cole
Advertising Department: Advertising Direc'
Arnold Alport: Charles W. Godwin, Si Lev
New York Headquarters; Edwin D. Coop
Western Manager: John A. Kovchok, Prodi
tion Manaqer; Charles L. Nash, Georqe Bei
er, Jean Enqel
Circulation Department: Dorothy O'Bri.
Subscription Manager: Emily Cutillo
Office Manager: Catherine Scott Rose
Accounting Department: Laura Oken, La.
Fazio
PublUhed blweekl) bj SPONSOR PUBLICATIONS INI
i with TV. executive, Editorial Cln ul i. i
Advertl I I S Utdli
New York 17. N Y Telephone MUrray Hill 8-277
Chicago Office: ltil E. Grand kit Phone SUparl
Lot Ant. Offlci Houlevsr
Phone linilvumnl 1 BOSS mining Office
Baltimore 11, M.i Bubierlptbm I'nUcil Stat
I foreign $9. Single copies Ml
Printed In I s \ kddreii all correspondence to »
SI New Y.. ik 17, N Y Ml iiiv mil H 277
Copyright 1856, SPONSOR PUBLICATIONS INC.
Central South's finest and most com-
plete television facilities — completely
new building, four camera chains, two
large studios, 20' revolving turn-table,
fully-equipped kitchen, etc.!
Ask your Branham man for the new
KTH V coverage story !
316,000 Watts Channel
Henry Clay, Executive Vice President
B. G. Robertson, General Manager
AFFILIATED WITH KTHS, LITTLE ROCK, AND KWKH, SHREVEPOR
©
FOUR TIME WINNER
GOLDEN MIKE TROPHY
The Radio-Television News Club of
Southern California honors KBIG
for the fourth successive year with
its Golden Mike for
"MOST CONSISTENT NEWS COVERAGE
BY A LOCAL RADIO STATION."
KBIG world, national, and local news
is supplied by the greatest news
gathering services:
ASSOCIATED PRESS • UNITED PRESS
CITY NEWS SERVICE • SIGALERT
KBIG Newscasts are 5 minutes long,
staff-written, edited, polished,
listenable! .
There are 140 each week. Of these,
114 are sponsored; 26 are available.
If you sponsor KBIG News, YOU
own a share in this Golden Mike.
If you don't, talk it over with your
KBIG or Weed representative.
KBIG
The Catalina Station
740 ON YOUR DIAL • 10,000 WATTS
JOHN POOLE BROADCASTING COMPANY
t Blvd., Los Angeles 28, Calif.
Tt lepho Hollywood 3-3205
Nat Rep. WEED and Company
.-
Rod C. Park-in. chief radio-tv buyer, Ross
& Assoc, Salt Lake City, Utah, believes in
using many if not all stations in a market when
buying saturation radio campaigns. "We like heavy
saturations of at least 10 announcements daily per
market," he told SPONSOR. "This will be a big
year for radio, particularly because it's an election
year. Some oj the best buys in radio now are prob-
ably the five- and 15-minute newscasts. In tv,
I like buying either shoivs or segments of participat-
ing programs to avoid dial flippers. But you have to
choose shows very carefully. The same format that's
a hit in one market can be an awful flop in
another." Above all. Parkin warns stations to
sell constructively. He cites instances where stations
convinced advertisers to use other media by run-
ning down their competitors so thoroughly.
Frances Scott, v.p., Gibraltar Advertising, New
York. says. "If e have a rather different attitude
toward spot Inning for our clients. We do not
believe in putting all our eggs in one basket, no
matter hoiv good the basket may be. If hen we do
a saturation campaign we like to be on as many
different Stations and times as budget allows. It's a
Int more trouble, but we find it pays of] in product
sales. We contact the reps in all areas we're consid-
ering and lay our problem right on the line. They
know we've got to get the best rallies and availabili-
ties. We find it we're honest in our approm h,
thi boys will do everything possible to help solve
our client's problems along the lines of our per-
sonal theories." Scotty feels that close contact
with re]is can often make up lor limited budgets
in getting top time slots.
I,c»«» Oahi's. media supervisor, Richard K. Manoft.
Inc.. believes that too mm h "1984-ism" is creeping
into current advertising thinking — be it media
selection of inntive activity. '/'■ i cannot be
reduced to pure statistics in any advertising think-
ing." Lee sins. Monroe calculators cannot displace
••:, need foi a good 'instinct' regarding public media
preferences and trends. \oi can an IliM machine
substitute, in an agency's creative work, for a 'feeC
tor the people's momentary needs and Hunts' 'Lee
thinks that an ideal agent ■ on results from
media and creative people wot -her: dove-
tailing their separate approaches so that the creative
product is n reflection of media "reality" and vice
versa. It must be this way, Lee says. Creative
people and media people going their separate u in s
find themselves in a void.
SPONSOR
Advertisement
The $250 Million Give-kaj Show!
By John Pepper and Bert Ferguson
A Quarter of a Billion Dollar Mar-
ket is available in the Memphis Negro
Trade Area! Naturally, the $250 Mil-
lion Question is how YOU can get in
on the cash award! Here's the answer:
WDIA. WDIA's 50,000 watts and con-
sistent top-ratings control — almost to
monopoly — • Negro consumer contact
in this section of the South.
Specialized Market
There is, within WDIA's radius, a
total of 1,237,686 Negroes! That's al-
most 10% of the entire Negro popula-
tion of the United States . . . concen-
trated in this trade area!
Industry, moving South in its de-
centralization plan, utilizes these Ne-
groes as labor on a high wage scale.
These Negroes will earn in excess of a
quarter-billion dollars this year, and
they will spend 80% of their income
on commodities. They already buy,
in the food field, 68% of all canned
milk sold in Memphis . . . 65% of all
flour . . . over half the mayonnaise,
coffee, bleaches. They purchase, in
drugs and allied products, almost 55' <
of all deodorants, about 59% of all
laxatives, more than 54' < of all soap,
half the chest rubs. In soft goods, they
buy at least 60% of all sweaters, more
than 47% of the men's sox, also 54%
of the women's shoes.
What is more, these Negroes buy,
not only in quantity, but quality. Their
new, aflluent, economic status inspires
ambition to elevate their standard of
living. They want quality merchan-
dise-— and they have the money to buy
it. Realizing this need, WDIA is meet-
ing the specialized Negro market with
customized sales promotion for name
brand merchandise, such as:
Carter's Little Liver l*ills . .
Itlue Plate Loods . . Arrid . .
ill a xtvell House Cot fee . .
I*et Mill* . . Omega Flour.
Does your brand belong in this group?
Have you a product to place on this
specialized market?
Specialized Station
WDIA can channel your sales mes-
sages directly to ready-made, loyal
audiences . . . audiences who want to
buy, if approached in a way suitable
to their temperament. These Negroes
are filled with pent-up desire for free-
dom of expression and opportunity to
react to the basic selling invitation of
their own leaders. WDIA provides
both outlets. WDIA is a specialized
station, operating — on all 50,000 watts
— exclusively for Negroes. Program-
ming is directed specifically to Ne-
groes. Shows feature Negro talent only
— a nnouncers, MC's, disc-j ockeys,
musicians, home economists, stars.
As a consequence, listeners with a
quarter of a billion dollars to spend,
feel that WDIA is their station. They
respond to WDIA's Negro stars with
racial pride — and they support prod-
ucts which their stars represent with
stout fidelity. WDIA contacts — and
virtually controls — the largest market
of its kind in the nation.
Market Development
Moreover, this market potential is
just developing. As industry moves
more and more rapidly to this section,
Negroes become an increasingly strong,
integral factor in the expanding econ-
omy. A multiplicity of businesses are
thrusting upon the Negroes employ-
ment on an ever-growing scale. A
larger number of Negroes work with
greater regularity than at any period
in the history of the South — and this
is just the beginning. The South is
swiftly changing from agrarian econ-
omy to industry. New occupations, new
skills, constantly make new require-
ments and offer higher wages. As the
Negroes learn new trades, they acquire
new values, accept new responsibilities.
This psychology manifests itself in
an evolving social consciousness. As a
group, more Memphis Negroes affiliate
themselves with civic, welfare, and fra-
ternal organizations than at any time
prior to this era. As individuals, they
tend, almost desperately to identif)
their personal habits with those ac-
cepted as standard by white citizens.
Therefore, they buy products never
used before by Negroes in an) \olume
— if at all. \\ hat is more important,
they are training their children to avail
themselves of soaps, toothpaste, deo-
dorants, face creams, foods hitherto
prohibitive by price, and clothing that
is new — not banded-down from white
youngsters. They are educating their
boys and girls to elevate their levels
of living, to use more and better com-
modities.
The establishment of your brand on
the Memphis Negro market means
present profits . . . plus an investment
in future sales.
Market Foundation
The market foundation is already
an instituted order. The population is
permanent, and the Negro finances are
on a stable basis. The Negroes are an
important part of the changing struc-
ture of the South — and their capital a
vital contribution to the welfare of
the community.
With its 50,000 watt power, its spe-
cialized job of programming directly
to the Negroes, and its influence
through community service for the Ne-
groes, WDIA can reach a larger num-
ber of these customers and sell more
consumer goods than all other types of
media combined!
With the popularity and personal-
ized sales system of this colored sta-
tion, WDIA can offer you more oppor-
tunities for big money than a Give-
Away Show. You ask the questions —
we furnish the answers on how to win
your share of a $250 Million market.
Secure your advantages now in
this rich and opportune market. Send
your name and address on your letter-
head today. We will mail to you ir-
refutable facts and figures, along with
your bound copy of, "The Story of
WDIA!"
\\ DIA is represented nationally by
John E. Pearson Compain.
f / JOHN PEPPER, President
BERT FERGUSON, General Manager
HAROLD WALKER, Commercial Manager
9 JULY 1956
STAMPS OF APPROVAL
Advertisers are spending more dollars with the NBC Radio Network on weekends
than with any other network . . . jk O / O more than with the second network.
During its first year, MONITOR increased NBC Radio Network weekend reve-
nues — in the face of a decline in weekend revenue on all other networks — by
£4 f O /O over the preceding year.
MONITOR has moved steadily from 30% sold-out in the first quarter of 1956 to
more than I O /O sold-out for this August. By next month, NBC Radio
will be delivering over § tf\J\J\J^\J^J \Jmore listener commercial
impressions, weekends, than any other network.
You belong on MONITOR, where advertisers have placed so many stamps of
,ppro,aNBC RADIO NETWORK
a service of
THE
Big
Voice of
Music .
for complete
antelope valley coverage
LANCASTER & ANTELOPE VALLEY
CALIFORNIA
^^» Inquire of
ADAM YOUNG, INCORPORATED
about this outstanding
combination buy.
by Bob Foreman
< ttpitalizitiu on vopu via discipline
Television i- among other things a disciplinarian of the
most teutonic dimensions. As such it has performed yeoman
service upon it> practitioners and the results of this disci-
plining is already being felt in many areas.
First, and most apparent, is what it has done in behalf of
a new school of playwrights. It has conditioned these indi-
\idnals to create good drama that can unfold and resolve
itself in about 50 minutes (and sometime- in 26); drama
that can accommodate at least twice during its brief evolution
the violent interruption of a commercial; that has sufficient
novelty to be worth putting on at all yet is not too novel
for the broadest of audiences; that must not tread on the
most conservative of sponsors. The demands of the medium
are therefore Herculean, and those who have survived them
have gone on to create the Marty's, the Rainmaker's, and so
forth, which gave both Broadway and Hollywood something
new and substantial to chew on. The Cha\ef>ky"s and Robert
Alan Aurthur's don't deny their debt to television. They ad-
mit they owe The Great Disciplinarian a lot.
Less fascinating but nevertheless an outgrowth of the
rigidities of the medium is the sharpening of skills which
has occurred among those who write copy for the various
advertisers. Whether these men and women came out of
print advertising backgrounds, the theater, radio or what-
have-you, they have been kneaded and shaped by the rules
ol t\. and are. it i- certain, better copywriters now. They
have had to master not only a tight style of writing, but one
thai is not too idea-packed. Thev have had to heed religiously
the -weep second hand on a stop watch. The\ have had to
learn the mechanic- <>l production, especially those involv-
ing film with it- problem- of union, labs, and time-lags. And
probably for the firs! time in their lives the\ were forced
into the straightjacket of .1 budget. To make certain that
this latter garment (it without strangling them, thev had. of
course, to judge each video -et-up on a co-t a- well as dra-
matic basis, that required them to demonstrate even in the
shortest of commercials a sound advertising judgment as
well as an appreciation of what monc\ mean-.
The luxury of not understanding the mechanic- of pro-
duction and not caring about it- cost wa- so long enjoyed by
so manj oJ them when thej worked in print. Today, that's
I Please turn to page 16 I
in
SPONSOR
[he Leader. ...
Look at these commanding audience ratings!
FULL POWER-FULL COVERAGE
FULL POWER-FULL COVERAGE
337 FIRSTS
in 462 quarter hours
surveyed
9 of top 10
multi-weekly shows-
local news ratings up
to 35.4
9 of top 10
once-a-week shows
SOURCE: LATEST A-R-B FOR
DES MOINES METROPOLITAN AREA
Katz Has The Facts On That-
Very Highly Audience Rated,
Sales Results Premeditated,
CBS Affiliated
Station in Des Moines!
9 JULY 1956
11
ONE WILL DO/
One station — WBNS Radio — drops sweet-
spending Columbus and Central Ohio right
in your lap. WBNS delivers the most listeners
. . . twice as many as the next biggest station.
The most and also the best. With 20 top Pulse-
rated shows, WBNS puts push behind your
sales program. To sell Central Ohio . . . buy
WBNS Radio.
CBS FOR CENTRAL OHIO
Ask John Blair
The number one Pulse station
covering 1,573,820 people with
2 Billion Dollars to spend.
■■rail
radio
COLUMBUS, OHIO
11 ui
imnsiu
i?
sponsor invites letters to the editor.
Address K) E. 19 St., Ve« 1 ork 17.
ECONOMIC WASTE?
There arc probabl) good reasons for
the timing or apparent lack of timing
between television advertising and
product availability. Vs a person not
i-u-iiiecled with advertising, however,
to me there seems to he considerable
e onomic waste.
\- the father of three small chil-
dren, I can sa) that m\ famil) is par-
ticular!) sensitive to cereal advertising.
When advertising first started on a
fruit-flavored cereal called TRIX, m\
wife tried for weeks to buy the prod-
uct; but it hadn't reached our local
grocers' shelves or those of the nearb\
>upei market. Bv the time it did. our
children's desires had been diverted to
other cereals with premium offers.
Kelloggs had been advertising
badges as premiums for pinning on
children's cowbo\ hats. Oka\ ! Wed
bin Kelloggs Shredded Wheat instead
of Nabisco. What happened? No
Kelloggs Shredded \\ heat received yet
b\ local merchants, containing these
particular premiums; and so my wife
buys some other cereal.
Again — on the subject of premiums.
A cereal-maker offers one type car in
each package of a \cr\ nice little plas-
tic train. We wanted to bin enough of
the brand so that each child would
have a complete train. Hut there's
nothing on the package to tell whether
the box contains the engine, coal car,
freight car or caboose. \itei getting
four coal cars in a row. we Had had
enough of thai particular premium.
I hen there's the question of send-
in- in mom \ with box top-, etc. for
premiums. Human beings arc lazy.
I la- an\ one ever tried to put a reall)
good premium in the cereal package
itsell and sel the retail price accord-
ingl) ? In other word-, have the gro-
cer stock two packages ol "\\ heat-
orinos" one with the space ranger
telescope al 750 and one with no pre-
mium at 250. M\ wife would pay the
ai ill,, store; bul she'd never
i Please turn to page 15 i
SPONSOR
Chattanooaas
ONLY
FULL POWERED
STATION
IN THE HEART OE THE INDUSTRIAL SOUTH
^e«^ av&i 60 COUNTIES to
JENNESSEE, GEORGIA, ALABAMA & NORTH CAROLINA
Represented Nationally
By H-R Television, Inc.
AFFILIATED WITH NBC & ABC NETWORKS
#* @6<ittcw(xotyz ifo . , , CHANNEL
R. G. PATTERSON
President
HARRY STONE
Station Manager
STUDIOS— 1214 McCALLIE AVE
9 JULY 1956
13
KLZ-TV dominates
the Denver market!
34 out of top 50
13 out of top 15 Non-Network Shows
11 out of top 15 Once-A-Week Shows
NON-NETWORK FILM SHOWS
Life of Riley 31.4 I
Dr. Hudson's Secret Journal 29.2
Highway Patrol 26.7 Stat. B I
I Led Three Lives .... 24.9 Stat. B
Mr. District Attorney. . . 22.9
Celebrity Playhouse. . . . 22.7
Guy Lombardo 22.7
Wild Bill Hickok 22.7 I I
Confidential File 22.4 Kl/-|\
Stones of the Century. . .22.2 KLZ-T\
Liberacc 21.5 Kl / I N
Range Rider 20.9 Kl /-IN
( runch and Des 20.4 Kl /-I \
Buffalo Bill, Jr 20.2 Kl /.- 1 \ I
Studio 57 20.0 Kl /IN I
ONCE-A-WEEK SHOWS
Ed Sullivan 47.7 Kl .
S64.000 Question 46.5
What's My Line 37.0
George Gobel 35.4 Stat. B
I Love Lucy 34.9 I
Your Hit Parade. . . . 33.4 Stat B
$64,000 Challenge .... 32.7
Life of Riley 31.4
Allied Hitchcock 31.0 I
Climax 30.7
Disneyland 29.8 Stat. C
Jack Benny 29.7
Groucho M.u\ 29.4 Stat. B
Phil Silvers 29.4
Dr. Hudson's Secret Journal 29.2 Kl /-IN
More Quarter Hour Firsts — from sign-on
to sign-off — seven days a week — than all
other Denver TV stations combined.
CBS
IN D E
See the complete story! Call your KATZ man
or wire Jack Tipton, general sales manager, KLZ-TV
14
SPONSOR
49TH AND MADISON
(Continued from page 12)
bother or remember to send in 50tf
and a box top.
Edward W. Allen, Jr.
Publicity Manager
Allen B. Du Mont Laboratories
Clifton, N. J.
• How about it,
your answer?
lunuf acturers? What*:
WIDE SCREEN PROCESS
Thanks for your enthusiastic report
on the use of the new Cellorama wide
screen Cellomatic process at the TvB's
presentation in New York recently.
You overlooked one important fact,
however — the name of our process.
Since we're very proud of the fact that
the Cellomatic process is an exclusive
one and the only means of presenting
animated projection other than film,
we'd appreciate it if you would set the
matter straight.
Milton Rogin
President
Cellomatic Corp.
New York, N. Y.
POCKETINC NET LINEUP
I have never before written a fan
letter to any broadcasting-telecasting
industry publication, but I do want
you to know how very much I appre-
ciated seeing in your 28 May issue a
resumption of your network television
fall schedule comparagraph. This serv-
ice was invaluable to me all last sum-
mer and early fall as the changing pro-
gram picture on the various networks
resolved itself into the set pattern of
the firmed-up fall line-up.
Only with such an accurate and
complete lay-out of network program-
ing can we intelligently set up our tele-
casting schedule well in advance and
know what to anticipate in some de-
tail. As a matter of fact, I cut out and
carry with me in my loose leaf sales
folder your fall network television
program line-up and change it each
time you revise it in subsequent issues.
I also carry with me the regular tv
comparagraph of network programs
which appears once each month in
your publication. And may I say
thanks for the additional service of
perforating its attachment to your
[Please turn to page 81)
9 JULY 1956
*••*•*••***•
New, Timely Election-Year Continuities
BMI t"*-**> 1956
PBESIBENTIAL
PACKAGE
Program Scripts for Radio and Television
Background — color — personalities — oddities — the intriguing
stories of past elections are all neatly wrapped in this BMI "Presi-
dential Package" containing an assortment of 23 scripts for a
total of five hours of programming.
"THE FIRST ELECTION" One half-hour script
Relates the surprising aftermath of America's first presidential election
"A PRESIDENTIAL CAVALCADE'
Seven five-minute scripts
Odd and interesting facts about our chief executives . . . their hobbies, early
jobs, personal anecdotes and other authentic items.
"FAMOUS FIRST LADIES"
Five 15-minute scripts
The inside stories of five gracious women who accompanied their husbands
to the White House
RISE OF POLITICAL CAMPAIGNING'
One half-hour script
The cartoons, rally-songs, gimmicks and techniques of unusual political
campaigns through the years
"THE PRESIDENTS SPEAK'
Seven five-minute scripts
Dramatic highlights of eventful speeches — based on actual recordings of the
Presidents' voices
FAMOUS CAMPAIGN SONGS'
Two half-hour TV scripts
Historically accurate account of the songs that influenced elections ... for
visual effect — a collection of the original sheet music
'CAVALCADE OF PRESIDENTS"
Two half-hour TV scripts
Intimate glimpses into the lives of our presidents ... for visual effect — a
collection of photographs, both formal and candid
TIME SIGNALS— STATION BREAKS"
:10; :30; 1.00
"Vote as you please, but please vote" and a variety of other useful and timely
announcements.
BMI's "Presidential Package" is available to all sta-
tions without charge — as a station and public service.
BROADCAST MUSIC, INC.
589 Fifth Avenue, New York 17, N. Y.
*•*••*••**
15
That's okay, TIME Magazine . . .
. . . you transposed the call letters of Omaha's
most-listened-to radio station 6 different times
in the June 4th* issue . . .
. . . but Hooper, Pulse and Trendex
have it straight:
The call letters of the radio station with
the biggest audience all day . . . are K-O-W-H.
Hooper says so to the tune of 44.2% of the
audience.
Pulse agrees to the tune of 204 out of 240 first
place quarter hours for K-O-W-H.
Trendex chimes in with firsts for K-O-W-H
in every time period.
For some good TIME in the right spots, call
KOWH General Manager Virgil Sharpe, or the
H-R man.
•. . . in a fulsome article featuring the Storz
broadcasting formula— for building and keeping
audiences.
iSSH*
qg
CONTINENT BROADCASTING COMPANY
"The Storz Stations" — Todd Stori, President
WDGY. Minneapolis-Si, Paul KOWH. Oma^j WHB, Kansas City WTIX. New Orleans WQAM*. Miami
Represented by Represented by Represented by Represented by Represented by
Avery ■Knodel, Inc. H-R Reps. Inc. John Blair & Co. Adam J. Younq, Jr. John Blair & Co.
• Itamttt lubfeel to FCC approval
]\etv and renew
1. New on Television Networks
) U L Y 19 5 6
SPONSOR
AGENCY
STATIONS
PROGRAM, time, start, duration
Amer Home Prd, NY, for Whitehall
Amer Tobacco, NY
Armour, Chi, for Dial
Best Foods, NY
Bristol Myers, NY
Campbell Soup, Camden, NJ
Campbell Soup, Camden, N|
Helene Curtis, Chi
Intl Shoe, St. Louis, for Red Goose
Bates, NY NBC
SSCB. NY NBC
FCB, Chi ABC
-DFS, NY CBS
Y&R, NY CBS
BBDO, NY NBC
Burnett, Chi CBS
Ludgin, Chi NBC
DArcy, St. Louis ABC
Kimberly-Clark. Ch
Lever Bros. NY
Lever Bros, NY
Liggett & Myers, NY
Manhattan Soap. NY
Mogen David Wine, Chi
Nestle, White Plains
for Kleenex & Delscy FCB, Chi
BBDO, NY
|WT, NY
Norwich Pharmacal;
Pabst Brewing, Chi
P&C, Cin, for Cleem
P&C, Cin, for Shasta
Simoniz, Chi
Standard Brands, NY
Union Carbide & Carbon,
Norwich, NY
NY
B&B, NY
Burnett, Chi
Compton, NY
Biow, NY
SSCB, NY
Bates, NY
direct _
58
ABC
NBC
NBC
DFS, NY _ CBS 173
Scheideler & Beck, NY CBS
Weiss & Celler, Chi ABC
Houston, NY CBS
CBS
ABC
ABC
ABC
CBS
CBS
ABC
Sir Lancelot; M 8-8:30 pm; 10 1 56 to 9 2 57
Stanley; M 8:30-9 pm ; 9 24 56 to 9 9 57
Danny Thomas, M 8-8:30 pm; 10 Sept
|ohnny Carson; alt Tu 2:15-2:30 pm; 10 July : 52 wks
Godfrey & Friends; Alt m 8-8:30 pm; 6 |une; 7 alt wks
On Trial; F 9-9:30 pm; 9 7 56 to 8 23 57
Bob Crosby; M 3:30-3:45 pm; 2 July; 52 wks
Stanley; M 8:30-9 pm: 10 1 56 to 9 2 57
Kiddie Specials; Sa 11 am-12:30 pm; Aug 25, Oct 6,
Dec 8 only
Danny Thomas, M 8-8:30 pm; 10 Sept
On Trial; F 9-9:30 pm; 9 14 56 to 8 30/57
Sir Lancelot; M 8-8:30 pm; 9 24 56 to 9 9 57
Do You Trust Your Wife?; alt Tu 10:30-11 pm; 5 June;
52 wks
96 Codfrcy Time; Th 10:30-10:45 am; 5 July; 52 wks
Treasure Hunt; F 9-9:30 pm ; 7 Sept
100 Gale Storm (Oh Susanna); Sa 9-9:30 pm ; 29 Sept; 52
wks
97 Godfrey Time; Tu 10:45-11 am; 3 July; 52 wks
It's Polka Time; F 10-10:30 pm; 13 July
Wyatt Earp; Tu 8:30-9 pm ; 56-57 season
Famous Film Festival; Su 7:30-9 pm; 1 July; 1 partic per
wk; 26 wks
95 Johnny Carson; W 2:15-2:30 pm; 4 July; 3 wks
119 Godfrey Time; Tu 10:45-11 am; 5 June; 52 wks
Omnibus; Su 9-10:30 pm; sts Oct
Cole i3»
Louis
Dorfsman i3»
2. Renewed on Television Networks
SPONSOR
AGENCY
STATIONS
PROGRAM, time, start, duration
Colgate, NY
Colgate. NY
Chevrolet, Detroit
General Mills, Minnpls
Gillette, Boston
Culf Oil, Pitts
Hallmark Cards, Kansas City
Kellogg, Battle Creek
Mennen, Morristown, N)
Pabst, Chi
Pearson Pharmacal, Long Island City,
for Sakrin, Eye-gene & Ennds, NY
Bates, NY CBS 147 Millionaire; W 9-9:30 pm; 4 July; 52 wks
Esty, NY CBS 128 Strike It Rich; M-F 11:30-12 n; 2 June; 52 wks
Campbell-Ewald, Detroit ABC Crossroads; F 8:30-9 pm; 56-57 season
DFS, NY ABC Wyatt Earp; Tu 8:3019 pm; 56-57 season
Maxon, Detroit NBC 161 Cavalcade of Sports; F 10-concl; 7 Sept; 52 wks
Y&R, NY NBC 115 Life of Riley; F 8-8:30 pm; 914 56 to 9 6 57
FCB, Chi NBC Hall of Fame; Su eve time TBA; 10/28 56 to 4 10 57;
6 programs
Burnett, Chi _ CBS 110 Wild Bill Hickok; Su 12:30-1 pm; 3 June; 52 wks
Mc-E, NY ABC Wed Night Fights; W 10 pm-concl; 56-57 season
Burnett, Chi ABC Wed Night Fights; W 10 pm-concl; 56-57 season
C. Dorsey
Forrest 14)
Donahue & Coe, NY
Pillsbury, Minnpls
P&C, Cin
P&C, Cin
R. |. Reynolds, Winston-Salem
Schlitz, Milwkee
SOS. Chi
SOS. Chi
A. E. Stalcy, Decatur _
Yardley, NY
Toni, Chi
Burnett, Chi
Burnett, Chi
Compton, NY
Esty, NY
IWT. Chi
Mc-E, San Fran
Mc-E, San Fran
R&R, Chi
Ayer, NY
North, Chi
ABC Famous Film Festival; Su 7:30-9 pm; 1 July; 13 wks;
1 partic per wk
CBS 116 ^Codfrey & Friends; alt W 8:30-9 pm; 13 June; 52 wks
CBS 127 . Search for Tomw; M-F 12:30-12:45 pm; 2 July; 52 wks
CBS 118 Cuiding Light; M-F 12:45-1 pm; 2 July; 52 wks
CBS 136 Bob Cummings; alt Th 8-8:30 pm; 5 July; 52 wks
CBS 141 Playhouse of Stars; F 9:30-10 pm; 29 |une; 66 wks
CBS 79 Carry Moore; alt F 11:15-11:30 am; 13 July; 52 wks
CBS 80 Bob Crosby; alt F 3:30-3:45 pm; 6 July; 52 wks
CBS 67 Carry Moore; alt M 10:15-10:30 am; 9 July; 52 wks
. CBS 59 Carry Moore; F 11-11:15 am; 29 June; 3 wks
CBS 181 Godfrey & Friends; alt W 8-8:30 pm ; 13 June; 52 wks
Clark
George 13)
3. Broadcast Industry Executives
NAME
FORMER AFFILIATION
NEW AFFILIATION
lames T. Aubrey, Jr. KNXT & CPN-TV. LA, Gen mgr
Robert Baldrica -WXYZ, Detroit, promotion mgr
Ray Beindorf KNXT, LA, acct exec
Harold Christian
|ohn Joseph Cole
Louis Dorfsman
Albert Downing
loe Drilling
WXYZ, Detroit, vp radio
.— — —Guild, LA, west sales mgr
CBS Radio, NY, co-director sales prom-adv
Crosley B'cstng, Cin, asst dir merchandising
KJEO-TV, Fresno. Cal, business mgr
Robert Drucker -Transfilm, NY, assoc producer
Woodford H. Dulaney, Jr. WAVE Radio, Louisville, Ky, sales
John Francis Dunn P&G, NY, sales-promotion
Clark George CBS TV Spot Sales, NY, gen mgr
Charles Harrison WFIL. Phila, news director
Page Hcldenbrand
.Hearst Promotion Ent. NY
Robert S. Jones CBS Radio. San Fran, acct exec net sales
William A. Knight KSTL. St. Louis, comml mgr
William M. Koblenzer ABC TV, NY, acct exec special project sales
Felix J. LaGrand Univ Mo, asst prof adv
Robert D. Levitt Screen Gems. NY, natl sales director
Thomas E. Martin WEEU AM-TV. Reading, exec vp-gen mgr
Maurice McMurray Sotrer B'cstng, NY, natl sales
Har°ld Neal WXYZ Radio, Detroit, sales mgr
lohn R. Porterfield WABC-TV, NY, acct exec
Robert I. Price KCBS. San Fran, acct exec
Ward L Quaal Crosley B'cstng, Cin. asst gen mgr
"win S. Reynolds Fletcher D. Richards. NY. am-tv dir ABC Radio, NY
Al Schaeffer KHJ, LA, acct exec
lohn Schneider
Richard Schueler ".'..
CBS TV Spot Sales, NY, east sales mgr
WSAM, Saginaw, prog director
CBS TV, LA, mgr net programs
_ _. Same, asst sales mgr
CBS TV Spot Sales, Chi, acct exec
WXYZ AM-TV, Detroit, vp merchandiisng-research
Guild, NY, vp sales
Same, dir adv-sales prom
KYW AM-TV, Cleve, merchandising mgr
Same, gen mgr
Transfilm, LA office, head
Same, sales mgr
WABC Radio, NY, merchandising mgr
KNXT & CPN-TV, LA, gen mgr
WCKT, Miami, news-special features director
. WXYZ AM-TV, Detroit, promotion mgr
CBS Radio, NY, acct exec net sales
WWIL, Ft. Lauderdale. Fla, comml mgr
Same, acct exec gen sales
KHMO AM-TV, Hannibal. Mo, gen mgr
NBC TV Films, NY, gen mgr
WFBG AM-TV, Altoona, sales mgr
S.ime, also: W|W-TV, Cleve, natl acct exec
Same, vp radio
<*BC TV, NY, acct exec special project sales
CBS Radio, San Fran, acct exec net sales
WCN, Chi, gen mgr
acct exec
KOAY, LA, sales mgr
Bridg
Criswold (4)
Same, gen mgr
Same, managing director
9 JULY 1956
17
JULY 1956
\eiv and renew
3. Broadcast Industry Executives (continued)
NAME
FORMER AFFILIATION
NEW AFFILIATION
William F.
Miller i4)
John
O'Brien (4)
John
Schneider 13)
Mary Seilbach KFOX, Long Beach, LA, radio central studios mgr KBIC, LA, sales service mgr
Hugo Seilcr INS, NY, asst mgr tv division NBC TV, NY, production "Tonight'1
Charles E. Standard Biow, NY, acct exec MEEKER, NY, sales
Bill Stiles KZTV, Reno, comml mgr KLRJ-TV, Las Vegas, gen mgr
lack Van Nostrand KNXT, LA, natl sales rep KNXT & CPN-TV, LA, acct exec
|ohn W. Wicdmer CBS Film Sales, St. Louis CBS Film Sales, NY, acct exec
Fulton Wilkins KNX & CPRN, LA, asst gen sales mgr Same, east sales rep
H. Ray Wilson KTOK, Okla City KRUX, Phoenix, acct exec
Harrison Woolcy KCBS, San Fran, natl sales rep Same, sales acct exec
4. Advertising Agency Personnel Changes
NAME
FORMER AFFILIATION
NEW AFFILIATION
Mrs. Sally Boulon Xerbc-Penn Adv, San )uan, exec DFS, NY, am-tv services & operations mgr
Roy Curtis Raymond Morgan, LA, media director Burnett, LA, media buyer
Ruth Davis Product Services, NY, publicity director Same, market research head
Thomas Flaherty, Jr. Crucible Stell, Pitts, sales promotion super . W. S. Walker Adv, Pitts, acct exec
Dr. C. Dorsey Forrest BBDO, NY, mkt research Hicks & Crcist. NY, vp-marketing & research
Mary Forrest North, Chi Best, Chi, timebuyer
U. E. Callanos Biow, NY, acct exec Joseph Katz, NY, acct exec
Henry George Frank Block, St. Louis, asst cpy chief Same, acct exec
Bridg Criswold F. D. Richards, NY, acct exec MacM-|&A, NY, acct exec
Roger Hickok Brennan Adv, Houston Bruce B. Brewer, Minn, asst acct mgr
Lyle B. Hill DFS, NY, mgr am-tv operations Same, show production coordinator
Philip B Hincrfeld Biow, NY, acct exec K&E, NY, acct exec
Robert Howell Biow, LA Compton, LA, am-tv dept acct contact
Cregg Hunter Clifford Gill, Bev Hills M. Weinberg Adv, LA, crcativc-acct service depts
Babette Jackson Biow, NY, asst research director DFS, NY. research project director
Ed Jackson Vick Chemical, NY, product super Crey, NY, acct exec
Fremont J. Knittle Orr. NY, vp marketing-merchandising Bates, NY, market development mgr
Murray J. Lcddy P&C, Toronto, assoc brand promotion mgr D'Arcy, NY, acct exec
Frank J. Marinello Morey, Humm & Warwick, NY, media estimator _ Ayer, NY, am-tv timebuyer
Bruce E. Miller Plmouth Div. Detroit, adv-merchandising director FCB, Detroit, acct exec
William F. Miller Screen Cems, Chi Rutledge & Lilienfeld, St. Louis, vp
John O'Brien Marketing service, NY, owner MacM-J&A, NY, acct super
Albert F. Remington Packard-Clipper Div, Detroit, adv mgr FCB, Detroit, acct exec
Graham Rohrer Georgia-Pacific Plywood, NY, specialty sales-adv dir _ NLB, NY, acct exec
Robert P. Rowen Aycr. Phila, cyp research Same, media selection
Richard W. Sattcrfield Davis Young Soap Co, Dayton, vp sales-adv mgr Compton, NY, acct exec
Darwin H. Shopoff D. H. Shopoff, Wash, DC, pros & gen mgr Tobias & Co, Charleston, adv director
Charles J. Thompson Smith's Home Furn, Portland, sales-promotion mgr H. R. Seller Adv, Portland, acct service chief
Sven Thornblad Hicks & Creist, NY, acct exec Same, vp-pub relations
Stuart Unger Y&R, NY Grey, NY, asst acct exec
Arthur H. Warnke St. Georges & Keyes, NY, sales prom dept St. Ceorges & Keyes, Phila, office, mgr
William Weilbacher DFS N. media research super _ Same, exec asst media-research-merchandising
Ethel Wieder Biow, NY, timebuyer Compton, NY, timebuyer
5. Station Changes (reps, network affiliation, power increases)
Sven
Thornblad (4)
I
Jack Van
Nostrand (3)
Arthur H.
W.irnlx 14)
CFRS, Simcoc, Canada, has begun operation
CHEK-TV, Victoria, Canada, will begin operation in the early
fall
KFWB. LA, has been sold to Crowell-Collier subject to FCC
approval
KILT-TV. El Paso, has begun operation
KLRA, Little Rock, has been sold to Connie B. Cay subject
to FCC approval
KOME, Tulsa, has joined ABC Radio net
KSFO, San Fran, has been sold to Cene Autry and Robert 0.
Reynolds subject to FCC approval
KTRI, Sioux City, has appointed Eve-ett-McKinney natl reps
WCDA, Albany, are new call letters for WROW-TV
WCDB, Hagaman, NY, is the new satellite for WCDA
WFBR, Bait, will drop net affiliation in May 1957
WFIE. Evansville, Ind, has been sold to WAVE, Inc pending
FCC approval
WCN AM-TV, Chi, has appointed Edward Petry west coast
sales reps
WICE. Providence, has been sold to Providence Radio subject
to FCC approval
WMAL AM-TV, Wash, DC, announce the appointment of
H-R Reps as natl reps
WOPA AM-FM, Oak Park, III, announces the appointment of
Forjoe & Co. natl reps
6. New Firms, New Offices (Changes of Address)
Avery-Knodcl, Dallas, has moved to Suite 320, Fidelity Union
Life Bldg. Telephone: Prospect 7330
N W Aycr, NY. telephone number has been changd to PL
7-5700
Bartell Croup. Atlanta, announces the opening of new regional
offices in the Georgian Terrace Hotel
Compton. NY. has movd to 625 Madison Ave. Telephone:
PL 4-1100
Cottschaldt & Assoc. Coral Cables, Fla, has moved to 2505
Ponce dc Leon Blvd
Grant, NY, has moved to 711 3rd Ave. Telephone: OX 7-5800
H-R Reps. San Fran, new telephone number is YU 2-5837
KOSI, Denver, announces the opening of dowtown business
offices at 1650 California St. Telephone: Keystone 4-8137
KOVR TV. San Fran, has opened sales offices at 3780 W. 6th
St, Los Angeles
La Brea Productions. LA, new film producing firm is located
at 915 N. La Brea
Raymond H. Love Adv, Phila. has moved to 1928 Spruce St
The McCarty Co, LA, has moved to 3576 Wilshirc Blvd Tele-
phone DU 5-4011
McG.ivern Quinn, Chi, opens new offices at 612 N Michigan
Ave
McGavrrn-Quinn, NY, opens new offices at 33 W. 42nd St
NTA, Dallas, has opened a new branch office in the Brown
& Day Bldg. 3123 McKinney Ave
Lloyd Pearson Assoc, NY, a new tv merchandising-marketing
firm, is located at 420 Madison Ave. Telephone: TE 2-8821
Peters. Griffin & Woodward, LA, has moved to 1750 N
Vine St. Telephone: HO 9-1688
Peters. Criffin & Woodward, NY, new telephone number is
YU 6-7900
Radio TV Reps. NY, new address is 7 E. 47th St
Radio & TV Sales, Montreal, has moved to 1543 Crescent St.
Telephone: BE 7042
St. Georges & Keyes, Phila, has opened a new office in the
Beury Bldg, 3701 N. Broad St
Frank B. Swandon. NY, has moved to 60 E. 56th St. Tele-
phone: PL 1-2156
Trans-Lux. NY, has moved to 625 Madison Ave. Telephone:
PL 1-3110
Warwick & Legler. LA, has closed its branch office there
White & Shuford Adv, El Paso, has moved to 1821 Wyoming.
Telophonc: 3-4484
W|OB, Hammond, Ind. has moved to new studios at 6405
Olcott Ave. Telephone: Tilden 4-2130
Lawrence Wynn Co. NY, new tv merchandising-rescarch-sales-
programing firm, is located at 405 E. 54th St
18
SPONSOR
A
will go
a long way
these days on WHO Radio!
Take 1 to 3 p. m. as an example . • •
WHEN you dig out the facts, you find that
early-afternoon radio time is really a bargain
these days. For example, consider what one
thin dime will buy on WHO Radio!
LET'S LOOK AT THE RECORD . . .
On WHO Radio, a 1 -minute spot between
1 and 3 p.m. will deliver a minimum of
45,124 actual listening homes, in Iowa
alone!
That's at least 95 homes for a dime, or
1000 homes for $1.05— ALL LISTENING
TO WHO!
That's measured, at-home listening. In addi-
tion, WHO's 50,000-watt, Clear Channel signal
is heard by thousands of extra, wwmeasured
listeners, both in and outside Iowa. There are
over half a million car radios in Iowa alone —
as well as thousands of bonus sets in "Iowa
Plus"!
Let Peters, Griffin, Woodward give you all
the proven facts on WHO Radio.
(Computations based on projecting Nielsen
figures and 1955 Iowa Radio Audience Survey
data against our 26-time rate.)
WHO
for Iowa PLUS!
Des Moines . . . 50,000 Watts
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Peters, Griffin, Woodward, Inc.,
Exclusive National Representatives
9 JULY 1956
19
75.3%
AUDIENCE
SHARE
MONDAY thru FRIDAY
"CLUB 1320"
with DAVE FROH
2:05 - 5:30 PM
MONDAY - SATURDAY
THIS SHOW IS 8 YEARS OLD
FEATURING THE TOPS IN POPS
AND CHATTER BY CENTRAL
MICHIGAN'S MOST LISTENED-TO
D.J.
Share of Audience
"CLUB 1320"— 75.3%
NET. STA. B — 15.5%
NET. STA. C— 16.9%
CALL •
VENARD
RINTOUL
M.( n\I\ELL
'C. E. HOOPER
INC
1956
MUSIC . NEWS • SPORTS
IN
Lansing, Michigan
Iripiif
Jitmes J. Shapiro
President
Simplicity Pattern Co., New York
Among the more unusual tv accounts is Simplicity Patterns Co.,
which, logically enough, moved into the "magazines on the air
about a year ago I through Grey Advertising).
"'This \ear we'll lie spending some Sol 1(1.000 on Today and Home
alone." says Simplicity's youthful president, Jim Shapiro. "And if tv
keeps growing and delivering at its present pace, we expert to lie
putting $1 million into it within a year."
The biggest hitch until recently, according to Shapiro, has been
the reluctance of "the magazines on the air" vehicles to recognize
the importance of regularity in the service features they present.
"Let's face it, ' he says. "Women who sew aren't slobs. I mean,
they're the bus\ . reliable women who are both fashion and economy-
conscious. The) like to know that they can tune in at a particular
time, like turning to a particular page in the woman's magazine,
and find certain tips and services at that time."
And Shapiro feels that he knows the ways of "busy, alive women,"
not onlv as the founder of Simplicity Patterns (19271, but as the
husband and father of such "sewing ladies." (He's quick to point
out that his daughter made the dress his first grandchild's wearing
in a picture which is in his oflit e. i
"Right now were about to start a .~>2-week test of tv bev ond
our network effort," he told sponsor. "We're trying some new
formats and ideas on the Ted Steele Show, \\ OR-T\ . in the toughest
market New ,k ork with the thought of going network with it if
il proves itself after one year."
\.s a leader in (he pattern field (half the patterns sold in the U.S.
are made bj Simplicity), Shapiro expects fairlv solid response to
,in advertising effort before he'll consider il a success. Company
sales leaped pasl the $15 million mark in 1955, compared with $13.5
million in L954. Shapiro is a t\ enthusiast.
In the company s annual report, he mentions the firm's participa-
tions on Todai) and Home: "The fashion and sewing features al-
read) produced on these shows have been favorably received." In
fad a write-in offer produced 75,000 pieces of mail.
"' \t this moment, one out of five garments bought or worn in the
I .S. i- made at home.' he add-. "We wouldn't object to increasing
the ratio i" home-made products. * * *
20
SPONSOR
%iA& cUt£ ^
$0^ ^g^
OKLA.
Advertisers buy
f the Southwest Fr
the Powerhouse
TEXAS
m Dawn 'til Midnight
HANNEL 6
Dominating over 100,000 TV Homes in 26 Counties
(Area Telepulse — January-February, 1956) 58 per
cent of Total Audience — Station "B" only 14 per cent.
SIGNING ON with NETWOR
Showmanlike integration of local personalities, box-
office Films, fuli-time farm service and aggressive news
coverage with virtually the complete CBS schedule.
the AIR daily for 18 HOURS
• Network Programming Over 300 Hours per Month!
• Live Local Shows Designed for National Sale & Results!
• Top Film Shows; High Rated Day & Night Adjacencies
ARKANSAS
HERE'S THE WEEKLY DAYTIME
SCHEDULE THAT YOU CAN BUY
INTO FOR LOW COST. ..BIG RESULTS
ers, Jr.
eatherman
Will Rogers, Jr.
News
Capr. Kangaroo
Weatherman
Capr. Kangaroo
News
Garry Moore —
Video Varieties
Arthur Godfrey —
Video Varieties
Strike It Rich
Valiant Lady
Love of Life
Search for Tomorrow
CBS News
Stand Up and Be Counted
As the World Turns
Johnny Carson
News and Weather
Farm Digest
Big Payoff
Bob Crosby
Brighter Day
Secret Storm
Edge of Night
Afternoon Show
Adventure Theater
Club Six
News
red; \ — Partially Sponsored)
Sponso
100,000 WATTS
MAXIMUM POWER
Walter M. Windsor
General Manager
KCMC-TV
CHANNEL 6
TEXARKANA, TEXAS-ARKANSAS
Represented by Venard, Rintoul & McConnell, Inc.
Equipped to Telecast
Network Color
Richard M. Peters
Dir. Nat'l Sales & Promo.
First Los Angeles Belden
550,000 Span-
shows that . . .
BETWEEN 6 a.m. - 8 p.m.
Is FIRST in 48 out of 56
Los Angeles stations.
PASADENA* LOS ANGELES
y Spun;*/) Language
x. Slatiun y
Is Tied for FIRST PLACE
Quarter-hour segments against ALL
in 2 out of 8 remaining segments.
Is a strong SECOND in the
other 6 quarter-hour segments.
The Mexican - American in
Metropolitan Los Angeles
prefers to LISTEN-THINK-
and TALK in the Spanish
language.
THE AUDIENCE IS BIG!
Large enough for the consideration of
any advertiser this "City of Latins"
within the Metropolitan Los Angeles
area has a population of 550,000.
Complete information — including audi-
ence, market and product preferences
lilable.
SffEBk*
PASAOINALOS ANGELES
V Spanish language
i-'j... s
REP: BROADCAST TIME SALES
I '. r I'ANCl SCO
by Joe Csida
Three reporters view the net tv seene
It always gives me a glow to have my observations in these
pages confirmed by the most highly respected of my col-
leagues on other publications. I was pleased, therefore, to see
in Variety several issues ago that Frank Folsom, president
of the Radio Corporation of America, had told a reporter
for that showbusiness paper, that RCA had no interest in
purchasing stock or any other part of Ampex in any fashion.
"Why should we be interested," Folsom was quoted as say-
ing, "when we've got our own color tv tape recorder virtually
ready." Without blushing at all, I admit that in my first piece
on the Ampex device, immediately following its introduction
at the NARTB convention, I said RCA Victor's answer to
Ampex would be to speed introduction of its color tv tape
recorder.
And Sunday (June 10) Jack Gould of the New York Times,
a tv editor for whom I have always had the loftiest regard,
said about NBC Board Chairman Sylvester "Pat" Weaver:
"In some ways the measure of Mr. Weaver's contribution
(in connection with pushing spectaculars) always has been
misjudged. His idea was anything but original. Worthington
Miner of the pioneering Studio One: Fred Coe of the Tele-
vision Playhouse; Bob Saudek of Omnibus and many others
far earlier voiced the fundamentals of his thinking. But what
Mr. Weaver did was to place the stamp of top managerial
endorsement on truly adventuresome tv. That was what
counted."
rI"li is introductory reference to Variety and Mr. Gould of
the Tunes \~- not just idle bow-taking on my part. Both
George Rosen, Variety's radio-tv editor, and Jack beat me
into print with a notion which has been forming in my own
mind. Both wrote kecnlv analytical pieces on a phase of tele-
vision which has come up for discussion often in the recent
past. Both are newspapermen of unquestioned integrity, and
you ma) be sure thai they did their respective pieces inde-
pendently of one another, and each without knowledge that
the other was treating the same subject.
The subject is the "spectacular" or the expensive cultural
or "public service" show. And it is a fascinating coincidence
that both the Times and / arietv should present Ley pieces on
it dining the same week. George writes his piece in the form
I /'lease tin n to page 30)
22
SPONSOR
New and Improved Facilities-
to Deliver the Goods Even Better
Despite our move to larger offices just several years ago, meeting the mushrooming re-
quirements of station representation has made this further expansion necessary.
It's symbolic of what is happening to the representation of radio and television stations,
which is fast entering a new era of specialized services. It is as radically different from
what it used to be as the industrial techniques of today are to man working alone.
It is only logical that the Petry Company pioneered this new era. We were present at
the birth of National Spot Radio— as the first exclusive national station representative.
National Spot was chaotic at the time. The Petry Company pioneered in transforming
the chaos into the great medium National Spot Advertising is today.
So, in addition to welcoming the increased space and more comfortable working conditions,
we hope our move will be another important stride forward toward making National Spot
Advertising even a more powerful medium than it is today.
EDWARD PETRY & CD., inc.
THE ORIGINAL STATION REPRESENTATIVE
NEW YORK • CHICAGO • ATLANTA • DETROIT . LOS ANGELES • SAN FRANCISCO • ST. LOUIS
9 JULY 1956
23
NOT SEVENTEEN?
YES...WBRE-TV
does have
a 17 County Coverage
To reach the Top TV audience in Northeastern Pennsylvania
there is only one station to buy .... that's WBRE-TV ....
which gives you a Million Watts of Power, the highest
program ratings, a colossal set count of *31 5,000, the
Nation's 24th market with a population of almost
2,000,000, 33% more coverage than the second
station and 60 to 400% more than all the
other TV stations in the market.
WBRE-TV is the local, regional and Na-
tional advertisers' logical medium to
reach the 400,000 families on N. E.
Pennsylvania with a buying poten-
tial of nearly $2,000,000.
* RETMA Report ol April, 1956
It is a Zoological tact that the height ol a
Giraile horn the bottom ol its liont leet to the
top ol its head has towered 17 leet and more
. . . the better to reach the choice tender leaves.
TV Channel 28
WILKES-BARRE, PA.
BASIC BUY : National Representative : The Headley-Reed Co.
Counties Covered: LUZERNE LACKAWANNA LYCOMING COLUMBIA
SCHULYKILL NORTHUMBERLAND MONROE PIKE WAYNE
WYOMING SULLIVAN SUSQUEHANNA BRADFORD UNION
SNYDER MONTOUR CARBON
9 JULY
THIS WE
From sponsor's
Vjf
FIGHT FOR
editorial platform
"We fight for regular publication of spot tv and radio expenditures of companies
comparable to figures available for all other major media. We believe that many advertisers
will fail to recognize the stature of the spot media until spot spending comes out
in the open. This can hurt advertisers as well as the broadcast industry."
SPOT RADIO DOLLAR MM
p For the first time, industry sees totals on spot radio expenditures;
SUA shows 854 million billing in first 5 months of '56, up 17.8%
^ This brings dollar figures for individual advertisers one step closer.
Next move may come from Sit \ or BC A 15. which has been mulling problem
^^adio history is being made this
week. For the first time in three dec-
ades of spot radio advertising the in-
dustry has total advertiser expendi-
tures— the first step in profiling the
dollar dimensions of spot radio.
The group which < racked the na-
tional spot sound barrier is the Station
Representatives Association and its 14
member firms. SRA's first report
show-:
1. National spot radio business in
the first five months of this year is
17.8',' higher than billings for the
same period in 1955.
2. Total gross national spot busi-
ness this year, January through May,
is $54,258,000, compared with the
$46,071,000 invested by advertisers in
the medium during the same period
last year. I The figures encompass re-
9 JULY 1936
gional as well as national spot radio
activity.)
Every month this year is ahead of
billing figures for the comparable
month in 1955. And the gains were
markedly high in every month except
April. January was ahead of last year
b\ 19.1%; February, by 24.1%;
March, by 14.9%; April, 4.27o; May,
27.5%. (These billing gains confirm
sponsor's recent report on upward
buying trends in spot in an article titled
"Spot tv. radio are soaring,' 28 Mas
1956.)
■ SRA's totals are projections calcu-
lated by the accounting firm of Price
Waterhouse & Co. (see sponsor, 28
May 1956) and based on reports from
stations represented by SRA members.
The association will continue to re-
lease total national spot billing each
month, with the comparable figure for
the previous year to indicate change.
SRA anticipates about a one-month
time lag between reporting and publi-
cation, with June billing, for example,
ready for release late in July.
It took four years for SRA to make
this first report on spot spending. Just
how long it will be before SRA or
other groups devise a \\a\ to get dol-
lar spending b) individual advertis-
ers i> uncertain 'a- outlined later).
In announcing the new spol figures,
\dam i oung Jr.. president of SR \ and
of the representative firm bearing his
name, and Lawrence Webb, man a
director of SR \. said: "We are high-
l\ -ratified that our efforts to furnish
agencies and advertisers \\iili a cur-
rent picture of spot radio have borne
fruit. It is reassurimr to note the
25
SPOT RADIO DOLLAR FIGURES (Continued)
splendid movers til spot radio after
two years of decline.
"Tin- resurgence lias been in effei I
now for eight month-, so that radio
again is moving toward it> proper
place in the media spectrum.
The finalizing of Nl! \ - initial re-
port to the radio and advertising in-
dustries has mam long-range effects.
For one thing, it culminates the aspira-
tions and the work of many people
who have labored during the past 20
years to make such media information
available on spot radio.
The move also round.- out buying
in both the national spot media, radio
and television.
Television Bureau of Advertising in
\pril released similar spot figures t<>
the television industrj for the first
time (see sponsor, H> April 1956).
WW- figures go much farther in that
the) give dollar figures In advertisers
and b\ products. But both the SR A
and the TvB statistics point to the
same goal: a broadening of radio and
tv information which will benefit the
broadcast industry, advertising agen-
' ies, client companies and stations.
Both SI! \ and TvB believe, as does
SPONSOR, that radio and television —
and national spot in particular — will
benefit from an appraisal of what buy-
im- .ire spending. A plank in sponsor's
editorial platform puts it this v\a\ :
' \\ e fight for regular publication of
spot tv and radio expenditures of com-
panies comparable to figures available
Eoi all other major media. We be-
lieve that mam advertisers \\ill fail to
recognize the stature of the spot media
until spot spending comes out in the
open. This can hurt advertisers as well
as the broadcast industry. "'
It's advertisers who have made the
loudest demands for figures of this
kind. They have long been able to
get detailed information readily enough
for every major medium except spot
radio and television.
From Publishers Information Bu-
reau, they find out what competitors
are buying in network television, mag-
azines, newspaper supplements — and.
until late last year, network radio.
From the Bureau of Advertising's
Media Records, advertisers can get ex-
act lineage purchased in newspapers
and newspaper supplements. And N. C.
Rorahaugh. in his Rorabaugh Reports.
provides market-by-market tv data.
Until this spring, there were two
large, gaping holes in any reconstruc-
tion of media buying. Those holes
were spot radio and spot tv.
Advertisers had no clear-cut source
for national spot radio and tv expendi-
tures. That's why they have developed
elaborate, costly and elephantine meth-
ods to get the information they want.
Agencies for years have questioned
individual stations and station repre-
sentative firms as to what competitive
products are buying. Client compa-
nies send out formal questionnaires in
mass mailings to stations, requesting
details on competitors' schedules.
Now, thanks to TvB and SRA. cli-
ents and agencies will be able to get
accurate, authoritative, all-industry
information.
The information is still incomplete,
however. This is particularly true of
the spot radio summary.
Why are radio figures less detailed
and revealing than television's?
For one simple reason. There are
more than 2.800 radio stations on the
air, only 476 tv stations. The sheer
number of radio stations means any
kind of station collecting job would be
monumental.
There's another reason why data is
easier to come by. It stems from this
first one. TvB had a ready-made
source of data from which to draw,
the Rorabaugh Reports. Rorabaugh,
who sold his radio reports four years
ago. started off early in the tv picture
SPOT RADIO BILLINGS FIRST 5 MONTHS '55 vs '56
JANUARY
FEBRUARY
MARCH
APRIL
MAY
iN.U
First 5 months '55 vs. '56
TOTALS
1955 $46,071,000
1956 $54,258,000
Gain 17.8%
1955 1956 1955 1956 1955 1956 1955 1956 1955 1956
Last 7 months '55
TOTAL
1955 $67,995,000
Full year TOTAL
1955 $114,066,000
FIGURES IN MILLIONS (000)
in lining up cooperative tv stations.
He now reports on national spot ac-
tivity at some 250 tv stations, and
these are the country's most important.
The stations account for about $9 in
every $10 spent by a national spot
advertiser and reach more than 9.V <
of all tv homes. Rorabaugh, in report-
ing on buying activity of about 4,000
products, has a sample considered
completely reflective of national buy-
ing patterns.
The job Rorabaugh did for TvB is
one of transposition. It takes the indi-
vidual company's purchases, show by
show, announcement by announce-
ment, estimates the cost in gross terms,
adds projections where needed and
comes up with an all-industry figure.
The problem of the Station Repre-
sentatives Association is infinitely
more complex. It found out just how
complex in 1952, when it launched
its first discussions. SRA wanted to
know (1) whether the collection of
spot radio data could be done and (2)
what the methodology should — and
could — be. There were many possi-
ble methods of getting dollar expendi-
tures by advertiser and product, but
many of them were not feasible.
Radio has no such comprehensive
buying measurements as are compiled
by Rorabaugh. Some limited data is
available from the Spot Radio Report
published by Executives Radio-Tv
Service. It was established by Roia-
baugh, and sold four years ago to
James M. Boerst.
Boerst has detailed buying data in
his report, but he onl) encompasses
some 70 agencies and about 300 prod-
ucts. Unlike Rorabaugh, he gets in-
formation from advertising agencies
rather than from stations. He's been
fighting for four years to get advertis-
ing agencies and advertisers to coop-
erate with him. He wants them to re-
lease their figures as they buy, so the
final report will be indisputably au-
thoritative and complete.
It's understood that the Association
of National Advertisers is readying a
query on the matter of media buying
for release to its membership. The
question reportedly is whether nation-
al advertisers would favor or reject
publication of their media expendi-
tures.
Obviously if advertisers went along
with the idea of releasing the figures,
there'd be no further block from ad-
vertising agencies. Collection of the
figures at the source, either within the
client company or within its advertis-
ing agency, would have the advantage
Spot radio spending formula is effort ol
Win. Kewer, 1, Price Waterhou»<-: Laurence
W ebb, nig. dir., SRA; Adam Young, SKA pres.
of being complete, fast and economical.
Gathering such buying figures from
the stations thus far has been a frus-
trated hope. Many stations adopt the
attitude that if it's the advertisers who
are most in need of such data, it's the
advertisers who should collect or pa)
for such a compilation. Other stations
believe they would be revealing too
much of their own business.
(Please turn to jMge 77)
POT RADIO BILLINGS LAST 7 MONTHS '55 ONLY. '56 FIGURES ARE COMING
SEPTEMBER
NOVEMBER
^
■
»,
_^
.=
03
I
CK3
8.153
QJ
ca
QJ
"^
oa
M
CO
CT5
o-i
■
■
._
. — i
E
' I
CO
■ 8,249
£
Q^
£?
N
=3
"^
oa
CxO
y —
CO
»_ri
o~>
?
9.478
.58!
?
?
10.260
1955 1956 1955 1956 1955 1956 1955 1956 1955 1956 1955 1956 1955 1956
■y-
FIGURES IN MILLIONS (000)
noil to ml
I. PLANS
I
| Both parties are relying heavily on tv in fortheotniny Presidential
I election. Air media strategy is on drawinyhoards note
M he t\ I.D. has replaced kissing
babies," one advertising pundit said
recently. He's probably right.
In the 1052 election more than $100
million poured out ol party coffers for
campaigning and an estimated 70' < of
this sum went into air media. This
year, the two major parties exp
put a minimum of $2 million each (or
of their total permissible national
expendiutre) into air media, the hulk
of this sum into t\. The $2 million
avowed tv expenditure does not, of
course, take into account the spending
ill such sizabl) endowed groups as
Citizens for Eisenhower, for example.
It merel) pinpoints national media
spending h\ each ol the two National
Committees. \ml it's no secret that
Loth parties will lean more heavil)
than before on the ver) spot tv and
radio techniques some Democrats criti-
cized in 1952 (see pane opposite).
"Except for the major speeches, we
want to get away from the half-hour
or hour-long presentation which will
not hold many people," said Lou Guy-
lay, Republican National Committee
public relations director.
'"Minutes and 20"s will play an im-
portant role," says Walter Craig, radio-
l\ v.j). ni \oiman. (Tarn \ kummel.
agency for the Democratic National
( niimiittee.
To analyze approaches used in sell-
ing candidates on the air. sponsor in-
terviewed top admen who contributed
to the 1952 Presidential campaigns:
\\ ashington headquarters of the two
major political parties; agenc) execu-
tives working on the current cam-
paigns. These are plans now underway:
Democratic A a t i O n a I Corn mi I Ice
(through Norman, Craig & Kummel) :
Both agencies, the one for the Demo-
■ rats and the one for the Republicans,
were picked much earlier this election
year than during the last one. Norman
B. Norman, NC&K's executive v.p., im-
mediately went to work building up a
stall for the Democratic account last
March. "Chet ller/og i< the account
executive, reporting to Norman. Walter
Craig, radio-tv v.p., masterminds the
production of tv and radio programing
and announcements to be used by the
candidates.
When the agencv was appointed to
handle the campaign. Norman also
went to see an old friend of his from
Biow da\s. Reggie Schuebel. who's now
media v.p., heading up all the time-
buying for the Democratic party.
Norman recalls the instructions he
got at the time of the agency's appoint-
ment, from Paul Butler, Democratic
National Committee chairman: u\ ou're
hired ha-ii ally as te< hnicians.
I Please turn to page 74)
Spot i> was important 1932 factor: President Eisenhower relied
heavily on film announcements bunched into last pre-Election Da}
weeks to saturate country. This year both parties, their agencies are
stressing ~pi>t tv as means to maximize exposure for candidates
Coining next Issue: tips on how candidates
can do most efiective job on air
II. PHILOSOPHY
I
Do Republicans sell candidates like toothpaste? That's
I charge Democrats hurl. Here are opposinti views
I
Democrat
Lloyd G. Whitcbrook
v.p., Kastor, Farrell, Chesley
& Clifford, headed New York
office of Joseph Katz Co. in
1952 Democratic party campaign
In some ways the Republicans tried to sell their 1952
Presidential candidate like a tube of toothpaste, and to
all indications, they'll be using tv in a similar way to sell
their 1956 candidate.
I don't believe that this approach necessarily abides
by the rules of good conscience and is in the best in-
terests of the public. The advertising agency might con-
fine its functions to timebuying and to counseling on
technical advice and presentation methods on the use
of the medium. We have found our opponents often at-
tempting to wrap their candidate in a polyethylene box,
then mark him as the giant economy size and place him
on the market with a great deal of hoopla and fanfare.
We know from motivational research that emotionalism
sells. What's more, we know from actual fact that the
Nixon tv 'soap opera' presentation in 1952 had tremend-
ous emotional impact but tended to cloud the real issues
that brought about his need to explain himself. As a
matter of fact, the Vice President himself in a recent
speech before the Radio and Television Executives Club
in New York let it out that he had purposely postponed
his broadcast 24 hours in order to heighten interest. Good
showmanship, yes; but is it good conscience?
With the financial power, in terms of 'sell' projected
over a 52-week period, all the candidates from both
political parties will be spending at a rate in excess of
$100 million on tv in 1956. And there's nothing you
can't sell with a multi-million tv budget particularly when
you have a four-year lapse.
But political candidates should not be sold on tv, and
not prepared for the sell by agencies. Actually, the
strongest kind of advertising and that to which substan-
tial admen adhere is one based on selling with the facts,
particularly when those facts can justify a position by
themselves without any sugar-coating. If the candidate's
and his party's actions and policy can stand up under the
hot glare of kleig lights, then the best interests of the
nation will be served. But if issues must be 'fudged up'
and position 'weasel-worded' then surely some of the
slickest agency techniques would have to be employed
and very often, have been.
Tv should be used to introduce candidates to the public
and communicate issues. * • •
Republican
Rosser Reeves
chairman of the board of Ted
Bates Co. was responsible for
Eisenhower "blitz" tv spot
campaign, wrote announcements
In the last election it was said that the Republicans
were trying to sell Mr. Eisenhower like toothpaste. I his,
however, is confusing copy with media. Because a tooth-
paste uses a 15-second or one-minute announcement and
because the President uses it, some people draw the in-
ference that one is being merchandised like the other.
This is as fallacious as to say two people are identical
because they both ride in Fords.
There were also those in the last election who consid-
ered the length of the announcements a symptom of
'huckster' tactics. I asked one of them: "If the President
buys one hour on network, and makes a full scale speech,
do you consider this huckster tactics?"
"No."
"If he makes a 40-second speech, is it huckstering?"
ifcTVT 55
INo.
"Then, why should it be when it's a 20-second?"
Our agency is the largest spot radio agency. An
analysis we've made of all media for our clients shows
that spot radio, where it can be used effectively, pro-
duces more listeners for less money than any other medi-
um. Obviously then, a wise use of spot radio by the
Presidential candidate seems indicated. I prefer to be-
lieve that it is an inherent part of the democratic system
to let as many people as possible know the candidate. If
however the candidate were to dissipate all his money on
one-hour speeches it's easy to show that from the point
of view of penetration as well as money mechanics, he
couldn't get his message over to as many people as he can
using a spot technique.
And as for the accusation of sloganeering, politicians,
without knowing it, have been using announcements and
I.D.'s for time immemorial. I defy anyone to tell me
what else Roosevelt said when he said, "I see one-third
of the people ill-fed, ill-clothed and ill-housed." Or. "I
promise you again and again and again, \our sons will
not fight in foreign wars."
These are statements of belief, political philosophy or
political intent. If anyone yells 'toothpaste' just because
they're short, they're in essence pleading for redundant \.
When I wrote the Eisenhower announcements, not one
line of copvwriting was involved. I took Mr. Eisen-
hower's speeches and eul them. * * *
9 JULY 1956
29
■
lllllilll!
FACTS ABOUT FALL FACTS BASICS 1956
Issue follows suit but sets a precedent: The nearly-300 page Fall Facts Basics is a self-contained
publication for tlu- first time in a decade of Fall Fails Basics. But tin- purpose of Fall Facts remains
tin- same: In give admen a rundown on everj trend ol importance for making most elTecthe use of
the air media. Biggei stress than evei ilii- year has been given to the Basics sections — chart-and-data
reports on Television, film. Radio. Radio Basics, for example, has 22 full pages of charts and is al-
most 7n', larger than any previous Basics section. Highlights from FFB appear below.
Illlllllllllllllllllllllllllll i IIIIIIIIUIIIIIIIII llllllllllllllllllinl
Trends to watch for fall
From I he pag<ks ol SPONSOR'S IO1I1 annual Fall Facts Basics, here are
developments von must know about to keep posted during months ahead
Trends foi fall belou are l>riej high-
lights from SPONSOR'j IU//i annual Fall
Facts liasirs. They are arranged un-
der in r classifications: spot tv, net tv,
film, spot kkI 10, network radio.
Spot television
• 4dvertisers an- signing I"
contracts. I n< reasingl) majoi spol i\
Bpenders bu) <>n a 52-week basis to
hold hard-to-gel nighttime t\ fran
1 hisea.
• There's a sharp increase in 20-
second announcements this jail. ( lients
ordering minute announcements more
and more do so with an eye to lifting
20-second announcements out of them.
l.D.'s, too, continue to rise in accept-
.111. e a^ (lients seek to work around the
shortage of minute availabilities that
now prevails in spot television.
• Close liaison with sellers is be-
coming an art. Some clients notifj sta-
tions and reps months in ad\ ance of a
< ampaign breaking to prepare the «.»
for getting the time slots the) want.
More buj er9 are traveling to \ i-it sta-
tions and settle clearance problems,
sometimes rinding thai there are peri-
ods -i\ ailable as I as the ones the)
hoped f"i and sometimes even better.
• / .■>/>(/// in daytime Inning is con-
sidered imminent. Media men point to
expansion of network daytime pro-
graming and tightness of time at night
as prime factors.
Network television
• There are plenty of program
changes l<m no new concepts. The sea-
son is starting out as a period of con-
solidation on previously established
program foundations. One major trend
is toward more costume drama. In
: ■ > - 1 h ■ 1 a I comedy has the highest cas-
ualt) rate among show t\pes this \ear.
30
SPONSOR
• There are more available pro-
grams this year than last. Networks
have been late setting program sched-
ules and at presstime each of the net-
works had slots still open for sponsor-
ship in prime time though many con-
tracts are set pending final decisions.
• ABC is coming up fast. If billings
continue at rate of first half of year,
network may show 50% gain for 1950.
Network has gone from 10 sponsored
hours weekly in January 1953 to 37
hours and 30 minutes in 1950. One
\>\<i beachhead for ABC next season:
the 11:30 to 12:30 morning block. At
the other end of daytime, its Mickey
Mouse Club will now be unopposed by
children's programing from other net-
works, reflecting its moppet supremacy.
Film
• Nothing radical is expected from
Washington. The new FCC proposals
on the allocations front will not result
in a rapid addition of new stations.
Deintermixture of vhf and uhf stations
is proposed for some 15 problem areas
and a plan is advanced for eventual
shifting of all television to the uhf
band. This is a long-range plan, how-
ever, with the probability of a decade
intervenring to allow for obsolescence
of vhf sets. Congressional probes will
probably leave network operations un-
affected.
• There's rise in costume drama
film program type for syndication,
paralleling similar trend in network
programing. Daytime stripping of film
shows is growing practice (technique
which NBC borrowed successfully in
afternoon slotting of / Married Joan
reruns starting this spring). Westerns
continue popular, however varied de-
mands of film distribution business are
resulting in wide variety of show types
being planned.
• Film networks may be on. rise.
First sale by the Vitapix-Hal Roach
combination bodes well for more pre-
cleared sales of film programs to na-
tional and regional advertisers. Na-
tional Telefilm Associates has an-
nounced a film network which, it is
understood. includes option time.
About 50 affiliates are understood to
he siimed up Id! new net.
• Clients (ire ordering more color
commercials. Trend is noticeable not
only in 90-second and two-minute
commercials destined for spectaculars
but for spot schedules as well. Rough
estimate is that 20% of commercials
will be shot in color next season,
though color can add 15 to 35% to
<ii>t of filming a commercial, depend-
ing on type.
• Animation uses are more varied
this year. Not only is there a greater
variation in animation techniques, but
also more combination of animation
with live action or demonstration hard-
sell. Clients are intent on bucking
competition by making their commer-
cial lead-ins more entertaining by
means of cartoon feature stories.
Spot radio
• Spot radio business is way up in
general. Spot is attracting brand new
accounts, returnees and renewals at a
fast clip. There's growing feeling spot
radio can be used to capture basic mar-
keting objectives as well as provide a
booster. Gains aren't uniform, how-
ever. Small markets for one find it
harder to attract clients.
• Advertisers are signing for long-
er schedules. There's a considerable
increase in 52-week contracts without
any turning away from saturation fre-
quencies. The in-and-out approach is
becoming less popular with advertisers
more interested in maintaining steady
pressure.
• There's still a rush for early-
rnorning availabilities. One reason for
signing longer contracts, frequently, is
to nail down the most-sought-after
morning periods. But there's growing
buyer interest in other daytime peri-
ods. In general, the attitude of clients
toward spot radio has been shown to
be increasingly positive over the past
year.
• Radio copy is more sparkling.
\\ hich comes first, the chicken or the
egg? Underlying reason for upbeat
in use of spot radio may be fact main
clients have been bringing the commer-
cial techniques up to date, getting more
out of their campaigns. More clients
are going into commercials with pro-
duction values. There's stress on jin-
gles, music, sound effects, creating
"on-the-air" logos for instant client
identification and product remem-
brance.
• Business looks good. There's more
activity than in any recent year. A big
factor: There are a lot of new clients
moving into network radio for the first
time. Equally important: Blue-chip ac-
counts which still form the backbone
of network radio are renewing and
adding schedules.
Network radio
• No program concept innovations
are planned. The conventional pro-
gram lengths remain basic at ABC.
CBS and Mutual. NBC, which intro-
duced two new continuous program
concepts last season in Monitor and
// ecl.dtn . will retain Monitor and
probably drop Weekday. Convention-
al program lengths will probably go
back into the hours now occupied by
Weekday.
• Frequency buying is accentuated.
Though there's plenty of provision for
the client who wants single-show iden-
tity, the big trend is to use multiple
insertions in a variety of program po-
sitions. Advertisers can increase their
cumulative audience to high percent-
ages of U. S. homes by spreading their
messages which explains the interest in
the technique.
• Network radio is being used for
more purposes. The advertiser who
wants to blanket a single region of the
country in order to introduce a new
product or stimulate lagging sales can
do so on all four networks. Other
flexibility provisions include short-term
contracts.
1PIIIIIIIIIIIIIIIIIIII!IIIIII!IIIIII!;IIIIIIIIIIIIIW
How to get extra copies of Fall Facts Basics
Fall Facts Basics copies: All SPONSOR subscribers recer pies of
Fall Facts Basics (as part two of this issue). Additional copies of Fall
Facts Basics are available on request at $1.00 each. Order copies
from Sponsor Services Tnc. at 40 E. 49th St., New York 16, New York
Fall Facts Basics reprints: The Television, Film and Radio Basics
section of Fall Facts Basics will be reprinted. Additional features,
such as Timebuying Basics, ma) be reprinted on request. Prii
pends on quantity ordered. Single copies ol Tv and Radio Basic-: 300
9 JULY 1956
31
Orkin Exterminating story board: Otto the Orkin Man (see first panel) chases bugs in animated dramatizations and always wins. Tv trl
So yon think there are bugs in yoi
You haven't really had problems until you start selling exterminating.
Itui Orkin of Atlanta did so well on tv — sales have doubled in five years
%P n a dark, humid night in 1906, a
man who had duhhed himself "Otto
Orkin. Create)} <>f Sanitation." sat in a
dirt) warehouse in Richmond, Va. He
was watching the objects of his cur-
rent business devotion: rats.
<»rkin hid in a l»ox in which he had
cut peekholes. Beside him was a shot-
gun, double-barreled variety. Vs the
"( reator of Sanitation," lie was testing
Two Oii<>-: I <j< i Pr< -. Otto Ork-
in loaned his name to iv fur car-
animated
poison and traps which he had devel-
oped to rid the world of its biggest
four-footed pest.
After a long vigil during which the
rats snubbed both poisoned food and
traps. Orkin derided to take matters —
and the shotgun into his own hands.
He fired two blasts from the gun and
was suddenly immersed in a cloud of
I hM liii a i. it. all right, Hut he'd
also hit a gas main.
As the Orkin Exterminating Co. of
Vtlanta, < Ja., explains it, thus was the
shotgun abandoned as an implement of
professional pest < onti ol.
Otto Orkin- earl) experiences have
a certain resemblance to the dei i ing-do
which i- to be seen toda) in the I 'i km
compan) - commercials on l"l tele-
vision stations in lot* cities and 24
states. \ ■ n toon character .ailed ( > 1 1 * ►
the ' 'ikin Man is the pel sonification of
the compan) - nt\ ei ending i i usade
nsl ins© t and animal pests. \n<l
Otto, as the story board above shows,
pursues pests with all the enthusiasm
his namesake manifested that night in
the Richmond warehouse.
Orkin Exterminating used tv adver-
tising for the first time in 1950, buy-
in- a limited announcement schedule
on \\ SB-TV Vtlanta. Otto the Orkin
Man was an instant hit. and he's been
star of Orkin advertising ever since.
ill-media coordination: Billboard, print,
phone directories, pick up tv logo of Otto
for identification
Wotch for me on TV /
OTTO
32
SPONSOR
^pray gun), Legs (roach), Rags (rat), is very popular with kids. Each commercial ends with "Popeye the Sailor" jingle and deluge of phone calls
That first tv venture preluded ex-
pansion in all directions.
• Orkin's annual sales have more
than doubled in the five years, from
about $6 million to $15 million.
• Its advertising budget has multi-
plied five times.
• The tv appropriation is nearing
the $300,000 mark.
• There are branch service offices in
350 areas in 28 states (and in the Dis-
trict of Columbia and Cuba).
Orkin bills itself as the world's
largest pest control operation. Its ser-
vice and sales activities are about
equally divided between termite con-
trol and all-other-pest control.
How do you go about advertising in
public a subject which usually isn't
even brought up in private?
Leon R. Robbins, advertising man-
ager of Orkin, answers:
"One would think that getting a
housewife to admit that she uses the
services of an exterminator is just as
difficult as getting her to admit she
wears a deceiving device widely used
to improve the female figure.
"Similarly, it's easy to understand
why a restaurant owner would place a
decal on his front door testifying that
the premises are cooled by conditioned
air. But you'd hardly expect to find
a decal in an eating place announcing
in plain view of all that the restaurant
maintains the services of an extermi-
nator."
Despite this natural reluctance on
the part of individuals and institutions
alike to admit the premises are less
than spotless, Orkin has managed to
convince 100,000 current accounts that
there's nothing disgraceful about ex-
termination either in terms of preven-
tion or cure.
Orkin sells "one-shot treatments" as
well as full doses.
One-shots are needed, for example,
when a house is being attacked by
termites and quick action is required.
Full doses are what Orkin prefers to
sell, in line with the company philoso-
phy— and advertising policy — of pre-
vention before a cure is needed.
Orkin encourages a householder or
a restaurant owner, for example, to
sign an annual contract for inspection
by a company service man. If, during
a periodic inspection, there's any evi-
dence of "pest-iness," the Orkin man
will dispose of them in a fitting manner.
The company advertising attempts
to dispel the illusion of many house-
( Please turn to page 68)
Storyboard strategists: Planners of plots (left to right) Leon R. Robbins ad. mgr.,
Orkin: Anita Ritchie, asst. ad. mgr., Orkin; Eugene Erwin, partner Pyramid Pictures
9 JULY 1956
33
Pulitzer Prize biographei Freeman, featured on I'M!', Time cover, was pioneer radio commentator
I wrote commercials for a genius
The genius was a news analyst opposed lo sponsorship of his shows. The
copywriter was a woman who invaded his sustaining' program privacy
J\ there is a f ; 1 1 « - worse than death
for the miscast human res] sible for
writing radio commercials and he is
doomed, an) wa) thai fate befell me,
in 1937 al \\ RNL in Richmond, \ a.
Bui I found out, the hard wa) . thai the
survivoi of such a fateful blow can
emerge the better for it.
I could never hope to be the one
who w ill eventuall) be called upon to
tackle the biograph) ol t fu- late, greal
Dr. I louglas S. I reeman. Bui there
i- i jide of hi*- stoi \ which, I am 9ure,
iion. Inii radio people could know.
34
by ISelli Williams
And. a> a result of tin alien c men-
tioned stroke ol fate, no one had more
opportunity than I. to observe Dr.
I reeman - bi oad asting career first-
hand.
He was one <if the nation's firsl news
analysts ' his broadcasts date ba< k to
L925) and he had, I nun the beginning,
steadfastl) refused to allow commer-
• id sponsorship ol his radio appear-
s. I hen, one das iii L937, he re
lented, and his twice-dailj news analy-
ses were bought b) the l!i< hmond
Dain ( iompam . ( lame the millenium.
To in\ horror, I was assigned to
write the dair\ - messages. People in
radio, like newspaper people, are prone
to develop a >oit ol <\nical irrever-
ence foi the famous and I. along w ith
other backstage nonentities, had often
feigned tolerant amusement at the Doc-
toi and In- idiosyncracies. Now, here
I was, faced with the prospect of bav-
in- him stand a-ide from the micro-
pli !, twiee a day, every day in the
week, and Listen to — or, at any rate,
wail through >n\ exhortations in be-
half of the local milkman.
SPONSOR
I was further handicapped, mentally
and emotionally, hy the fact that I had
come a-cropper of the Doctor only a
few weeks earlier. I had done a full-
page newspaper publicity story on the
coming-of-age of Station WRNL as a
full-time network affiliate. I forget
whether the fault was mine or the com-
posing-room's, but the heading — and
major share of the publicity — went to
a currently popular local singer and
comedian, Tubby Oliver, followed
through with stories on a Negro quar-
tet, a hymn singer, a hillbilly unit, and
finally, an abnormally-short piece
about Dr. Freeman's contribution to
the WRNL listening day.
Furious repercussions sifted down to
me, after the paper was on the street.
The Doctor had felt ill-advised to al-
low the publicity in the first place.
Now he had been mishandled by mor-
ons; he had been deposed to the very
bottom of the page ( of the newspaper
he edited!) by "that clown."
Dr. Freeman was a man of some
vanity. Whether he actually did react
to the boner in that way I never knew.
But, faced with the choice of compos-
ing his radio commercials or resign-
ing a job I liked and needed, I hoped
against hope that 1 could manage to
remain anonymous to him, and that he
wouldn't identify me with the news-
paper story.
There is no describing the anguish I
went through, as the day approached
for the dairy to begin sponsorship of
Dr. Freeman's broadcasts. But neither
pain nor joy can sustain indefinitely at
peak level; and, gradually, the despair
subsided to numbness, the numbness
rose feebly to dull hope, and — the final
distillation — a resigned acceptance of
my plight.
It seemed to me that understatement
— plus an indirect approach to the
commercial — were the only tacks to
take. Fortunately, the dairy was very
open-minded, and gave me carte
blaiwhe. From the start, the commer-
cials on Dr. Freeman s News Analyses
were like no other sales appeals ever
broadcast. Undoubtedly, they would
have sold not a gill of cream on any-
body else's show, but Dr. Freeman's
listeners were a special audience. As
it turned out, I had hit the right form-
ula, and everybody, including the
sponsor, was reasonably happy.
Speaking of understatement, the ref-
erence to Dr. Freeman's listeners as a
"special audience" is a perfect exam-
ple. He was the most widely-heard
Virginia commentator — and there were
many who tuned him in who rarely
agreed with him. But, in untold num-
bers, people hung on every one of his
drawled words. Southern dowagers
ventured out in the teeth of gales um-
brella-less, because Dr. Freeman said
he foresaw no rain, and would go out
in the noonday sun fully accoutered
for a howling nor'wester, because the
Doctor sensed bad weather.
He never looked at my commercials
in advance, and, considering the seri-
ousness with which many of his lis-
teners regarded every word spoken
during his broadcasts, it might often
have been better if he had edited them.
In my casting about for oblique and
subtle approaches to the discreet ped-
dling of dairy products, I sometimes
got both myself and Dr. Freeman em-
broiled in controversies. Once, I
quoted: "A poet should always be hun-
gry and have a lost love," and fol-
lowed through with the observation
that, with such meager inducement, it
was no wronder today's poets confined
themselves to the more lucrative field
of singing commercials.
This brought down the wrath of the
Virginia Poetry Society on Dr. Free-
man's head. The president of that So-
ciety called on him, brandishing a
formidably heavy umbrella, and de-
manded that the fair name of modern
poesy be cleared.
After she had gone, Dr. Freeman
i ame ba< k to m\ cubby-hole, stared at
me silently for a moment, shook his
head, and said, "Nell, what am I going
to do with you?" He turned and left
without further comment, but I heard
him chuckle as he padded up the hall.
The next day, I wrote that the com-
poser of the dairy commercials had
overstepped her bounds, and would
henceforth stick to her job, which was
manifestly that of selling milk. Dr.
Freeman followed through with a
eulogy to modern poets and their
works (at the time, Robert Frost hap-
pened to be his house guest), and
peace was made with the Virginia
Poetry Society.
Dr. Freeman's methods with the mi-
crophone were ever a source of amaze-
ment— and, to the announcers ami
control men, no little apprehension.
He went on the air at eight a.m. Every
morning at seven-fifty-nine, he would
saunter across the cat-walk that joined
the newspaper building and the radio
station, his pace leisurely — and would
be inside the studio door just as the
announcer finished the last syllable of
the sentence, "Now, here is Dr. Free-
man." Staring at the perforated stu-
dio wall, without benefit of script, he
would proceed to clarify the welter of
complicated news with what sounded
like — and was — a most enlightened
and sensible analysis. During the war,
(Please turn to page 58)
The author, through
three sets of call letters
Nelli Williams, continuity director, WRNL, Richmond
iVelli Williams has been associated with the same
Richmond radio station since she was 10 years old —
the first nine years as pianist and vocalist (unpaid)
and later (with salary) as staff pianist, continuity
writer, announcer, secretary, and the one who had to
drop everything at 10 a.m. to go fetch coffee for
everybody. Today, having seen the station through
three call letter changes and many improvements, Nelli's
lot has improved too. As continuity director, she doesn't
have to go out for coffee for everybody any more.
9 JULY 1956
35
What agencies expect
from film producers
In llu» relatively now relationship between
adman and tv film producer compatibility
depends on complete understanding
How good is your tv film producer?
Does he, as a producer, specialize? No single
production firm can be all things to all people.
Can lie supply all of the services needed to com-
plete \ < hi i television film according to the script?
I- he financially stable? Or will he be forced to
a-k \ou for payments ahead of the schedule?
Does his staff have proper technical skills, plus a
genuine respect for commercial productions?
\\ ill his performance match his promises? Or is
he more inclined to exaggerate his capabilities?
Will he assign the right people to your job, or
jusl experts with no interesl in your business?
W ill he ask yon enough questions to make certain
thai he knows exactly whal he is to do and why?
I- he flexible enough to provide the right level of
quality for the job that yon are giving him?
\ie his cost quotations accurate and firm? If
are extra costs, can he explain at the start?
"YES" ''' ' ! '" ''" Que8t'ona means your film producei is <|u.ilified to
I job and is aln adj doing ii foi youi advertising a
ri Convention in New York
36
by G. D. Giuli'brod
Head of Film Production at
N. W. Ayer & Son, N. Y.
t is fortunate that the term "pro-
ducer" implies a single person. We
know that "the producer" is not one
man but a group of men, each skilled
in his own rather narrow field — bud-
i control, direction, editing or
< amera work. Individualb they may
all be geniuses, but if they do not think
alike and work as a team the agency
is apt to wind up with a chaotic piece
of celluloid. Therefore it is fortunate
the term "producer" implies a single
person because in every top-flight pro-
duction firm you can expect to find
a single person who sets the tone of
the whole organization.
No single production firm can be
all things to all agencies and all clients.
One of the things we expect from
almost am producer is a certain
amount of specialization. We also
expect a producer to supply all of the
services needed to complete the film
ao ording to the script. Physical own-
ership of facilities may be a nice sales
argument, but it is not something we
i xpect el every producer. The im-
portant thing is for the producer to
supply adequate sets on a suitable
stage, adequate lighting equipment SO
the set called for can be flooded with
abundant and functional light, good
sound equipment and good camera
equipment.
Whether he owns or rents them is
relativerj unimportant when matched
.i:\iinst his ability to use these facili-
ties creati\el\ and accurately. What
15 essential is that all of the services
{Please turn to page 64)
SPONSOR
AMERICAN RESEARCH BUREAU
March, 1956 Report
GRAND RAPIDS -KALAMAZOO
Number of Quarter Hours
with Higher Ratings
MONDAY THRU FRIDAY
8 a.m. - ' 6 p.m.
6 p.m. - 1 1 p.m.
WZKO-TV Station B
136 61
87 13
SATURDAY AND SUNDAY
10 a.m. -11 p.m.
7
2 32
NOTE: Survey bated on sampling in the following
proportions — Grand Rapids 144.7%), Kalamazoo
119.7%), Battle Creek 118.2%), Muskegon-Muskegon
Heights (17.4%).
rtARCH ARB TOP TWENTY ALL ON WKZO-TV
TV6!?'00*
Program
Rating
1.
I've Got A Secret
56.7
2.
Wyatt Earp
55.9
3.
Disneyland
55.8
4.
1 Love Lucy
55.4
5.
Ed Sullivan
53.4
6.
Godfrey & Friends
52.6
7.
The Millionaire
52.2
8.
Name That Tune
49.6
9.
Godfrey's Talent Scouts
48.4
10.
Robin Hood
48.2
11.
Mama
46.4
12.
Burns and Allen
45.4
13.
Sgt. Preston of the Yukon
45.4
14.
$64,000 Question
45.2
15.
Climax
45.1
16.
December Bride
44.0
17.
Mobile Theatre
43.5
18.
Honeymooners
43.3
19.
Rin Tin Tin
42.5
20.
Lone Ranger
42.3
MICHIGAN
JACKSON
OHIO
INDIANA
#■-"•'«
WKZO TV— GRAND RAPIDS KALAMAZOO
WKZO RADIO — KALAMAZOO-BATTLE CREEK
WJEF RADIO — GRAND RAPIDS
VVJEFfM — GRAND RAPIDS-KALAMAZOO
KOLN-TV— LINCOLN. NEBRASKA
Allocated nth
WMBD RADIO— PEORIA. ILLINOIS
WKZO-TV (Channel 3) has 100,000 watts of power — 1000-foot
tower — offers you 600,000 families within its grade B coverage
area!
So more than ever, WKZO-TV can put you over the top in
sales in Western Michigan!
100,000 WATTS • CHANNEL 3 • 1000' TOWER
ynao-TT
Kalamazoo-Grand Rapids and Greater Western Michigan
Avery-Knodel, Inc., Exclusive National Representatives
9 JULY 1956
37
a forum on questions of current interest
to air advertisers and their agencies
What trends for fall tlo you note in the
commercials you are filminy now
William Snyder
President
Global Telefilms, V. ) .
THERE ARE TWO MAJOR TREiSDS
• I can see two major trends for
fall as reflected in the commercials
which Global Telefilms has recently
produced, namel) I 1 I i In ■ rapid in-
crease in tin- use of color and i2l a
trend away from the "hard sell."
Widespread color set ownership —
although it - now almost platitudinous
to ^.i\ i- actuall) fast-approaching.
Some agencies have alread) begun to
work in color in order to gain impor-
tant technical knowledge for the time
when we find ourselves in a "color
\nd it must lie stressed thai
there's a vast difference between color
and black-and-white, particularly from
a technical standpoint.
Mm, ol "in ( lients have been enter-
ing tin- field; witness the fact that
color business al Global has trebled
sin< e las) yeai . Perhaps it's be< ause
color filming i- a<tuallv le -tl\ in
the lom: run. Two considei al ions lead
me to this i on< lusion :
I Earl) enii \ into color gives an
agenc) experience in this face! <d the
medium vei \ no essai \ experiem e, I
add.
Bi • iuse • ommen ials are seen
h\ the majorit) of viewers now in
black and white. the\ will still appear
fresh when seen anew in color.
So far as the trend away from hard
sell is concerned. I feel that little need
be said. Actually, sponsor's Bob Fore-
man has covered the field nicely in hi-;
past few columns.
However, there are two additional
fa< 1- I'd like to present :
first, many agencies are beginning
to realize that entertainment in a com-
mercial is an asset if it succeeds in
arousing the viewer s interest and
holding bis attention.
Second — although it's more a con-
jecture than a fact — agencies are also
Starting to realize that without a cer-
tain entertainment zing in delivery of a
< ommercial. sales of such controls as
Zeniths Space Command l\ will sky-
rocket.
// illiam ' an Prang
President
Van Praag Productions, V. Y.
COMMERCIALS WILL COME OF AGE
# Ibis season the television com-
mercial will come ol age. Ii will be-
come a living device stylized to do one
tbin^ sell. Nev te< hniques, i reativ e
audio idea-. \ i-ual impa< I and com-
plex effects have advanced the corn-
men ial t" a peak ol pei F» tion.
\\ ill soft sell ever replace hard sell?
There are so many things to be de-
termined in the making of the com-
mercial that the type of sell must be
geared to the product in hand. How-
ever, it is important to remember in
advertising that it is not how you sell,
but how much you sell. Actually, I
cannot take this hard sell versus soft
sell very seriously. I'm for sell, peri-
od! There will always continue to be
both hard and soft sell addicts, each
believing his view will do the best job
— but, in any case, the only barometer
used will be the sales. Institutional ad-
vertising you say? Remember, you are
selling the good name of the sponsor.
The Bob and Ray trend? Surely a
clever campaign, but attempts to imi-
tate it will <crtainly not mirror the
impact of the original.
Look to higher costs this vear. La-
bor is asking and getting increases.
Film stock costs ha\e gone up. New
^ oik's animators now have contracts
putting them on a par with California.
New visual ideas along with more com-
plex titling will raise cn-l-.
Will animation take over the film
commercial field? No. There are still
too many products that require the
actual living being to move them. Ani-
mation, as always, will play an impor-
tant part in the coming vear, but cer-
tainly will not monopolize the field.
We are going now into a period
where (he television commercial must
earn the burden of expensive shows.
1 \ spot campaign natural!) rides on
the glor) of the preceeding or follow-
ing show.) One thing is certain above
all other-. You have approximately
three minute- per half-hour to sell.
Note: 1 o all who are connected with
television in any way. Remember,
commercials are the reason a sponsor
pavs for a show. Without commer-
< id-, we have no sales. Without sales,
we have no show-. W it In nit shows, we
have no telev ision.
38
SPONSOR
1 1 70 on your dial
Jean Blake
President
Geo. Blake Enterprises, N. Y.
INCREASING VSE OF IMAGINATION
• Unquestionably, the first thing
that enters my mind is more imagina-
tion in film commercials. The soft sell
approach is becoming more and more
the primary tv sales method. This can
only be done to its best advantage on
film. The limitations of live commer-
cials and their necessarily direct pitch
cannot produce the unboundable re-
sults of filmed commercials which can
employ optical effects, and even loca-
tion shots, to get the sponsors' word
across to the viewer. A particularly
successful example of the former is the
Sanka "hands" commercial.
Commercials have made great strides
during the last 10 years, but it is im-
perative that they continue to do so.
The soft sale approach demands im-
mediate identification of a product.
Here comes imagination. Some adver-
tisers have been relying on picture
recognition and association with their
product. Others (recently more than
ever before) are using music especial-
ly written for the filmed commercial.
Whichever is stressed, it must be
unique and individual.
Filmed commercials will be a must
this fall. The amount of public serv-
ice telecasting that is required now
during an election year can only play
havoc with network, sponsors and per-
formers' schedules. The only solution
to this problem is film. Advertisers and
agencies are discovering the economy
of filmed commercials. The cost and
headache of assembling live commer-
cials for a single spot and the small
area in which they are effective and
imaginative has caused most of the top
sponsors to forsake them. Once in the
can, the filmed sales piece is a perma-
nent record and may be brought out
whenever it is required. * * *
channel 2
the right combination
to sell. . . ^^
Q^aluMiia*
MARKET
Over Vi billion dollars elective buying income
You can sell more ... to people who buy more in
Oklahoma . . . when you advertise first in the wealthy
Tu
sa market.
No other media reaches
this area like
KVOO RADIO
and KVOO-TV.
Get more
coverage for your money
... get
more
sal
es . . . use the "Top Twosome"
in Oklah
:mo's
No
. 1 market.
'Figures from 1956 Sales Management
Survey
^wwattSftSSs??"
RADIO
Represented by
EDWARD PETRY CO.
1170 KC • 50,000 Watts TULSA. OKLAHOMA Channel 2 • Maximum Power
TELEVISION
Represented by
BLAIR TV
9 JULY 1956
39
FIRST RUN IN BALTIMORE
inner
sanctum
on WMAR-TV's
Mystery
Theatre
Monday
through
Friday
at 11:20 P.M.
"Inner Sanctum", complete with
squeaking door, weird organ
music, and tomb-voiced narrator,
features the best in television
psychological drama.
Starring a host of accomplished
television personalities, this spine-
tingling half-hour mystery series
is a top favorite with viewers, and
constitutes an advantageous buy
for sponsors.
Advertisers who demand a big
response from their commercials
consistently choose WMAR-TV, be-
cause Channel Two's coverage
area encompasses more than
2,500,000 homes which means
vast selling power.
WMAR-TV
• • • • r :
CHANNEL
SUNPAPERS TELEVISION, BALTIMORE, MD.
IS ON M FILIATE Of THE
COLUMBIA BROADCASTING SYSTEM
Represented by THE KATZ AGENCY, Inc.
New York. Detroit, Kanioi City, San Francuco,
Chicago, Atlanta, Dollas, loj Angclej
ill mutts ill tell
V. lutt advertisers use syndicated
film'.' Seven leading syndicators an-
swi red that question for si><i\-ni; (see
I Ml I \( I- BASICS, page 106). in-
dicated that particular classifications
of sponsors often specialize in certain
show types.
For example. We-terns tend to draw
man) food sponsors — who aim at a
juvenile audience. Series in the de-
tective vein tend to draw oil. gas firms
and breweries as advertisers, perhaps
because of masculine appeal of a num-
ber of such shows.
Also noteworthy is fact that ratio of
station to sponsor sales i- greater in
the mysterj show categor\.
Film is n basic factor in station pro-
graming now. Witness stress placed
on it 1»\ outlets throughout the U.S.
Among them WNAC-TV, Boston, and
\\ \T\ . Newark.
The Boston channel ha- been sched-
uling such programs as Life With
Elizabeth, Count of Monte Cristo,
Three Musketeers, My Little Margie,
Dr. Hudsons Secret Journal. Curtain
Call. I ic/ory at Sea, new Waterfront
series and most recently / Search f or
Id i future. ABB Ma) ratings showed
thai the Huh outlet carried 10 out of
10 toj) film series.
To back its film schedule, WATV re-
cently announced the purchase of a
grouj) of 52 20th Century-Fox feature
films. New N < > t k t\ debul of the films
i- slated for this fall and represents a
$500,000 outlay. Vmong the features
.n c How Crcen II as My Valley. Houst-
on 92W Street. Foxes of Harrow.
Laura. Les Wiserables, Lifeboat, Hud-
son's Bay. Group represents t lie first
movies 20th Century-Fox has released
for l\ via VI \.
Outstripping stars: \ recenl VRB
surve) of In time periods ovei a six-
month pei iod has com inced M< \ I \
thai two-to-five-a-week strip shows can
match ratings with an) type of compe-
tition, including "name personality
adja< en< ies. V< ling t" the com-
pany, results have been scored already
for a number of national and regional
advertisers. Among them: Boto-Broil,
Lydia Pinkham. Holsum Bread. Flori-
da ("itrus and Bohert Hall Clothing,
all of which have participated in the
Ray Milland Show. Adventures of Kit
Carson has been sponsored by the fol-
lowing: Kcds. My-T-Fine, Holsum
Bread, Sunshine Biscuits and Little
Brown Cookies.
Daytime stripping: Trend toward
successful daytime stripping is attested
to by Ziv Tv. Already catching fire in
the U.S.. this type of programing is
now extending to Latin America, cour-
tesy of Procter & Gamble. Emphasis
is on across-the-board slotting or re-
runs, among which are the following:
Favorite Story, Boston Blackie. The
I n expected, Yesterday's Newsreel and
/ Led Three Lives. This telefilm quin-
tet debuts south of the border on Mexi-
co City's XEW-TV. Co-sponsor is An-
derson Clayton Co. Other sponsors en-
tering this market through film are
\ an lh'ii-i-n Shirt-. Mexico's Longines-
\\ ittnauer distributor and Cuatomac
Brewer\ .
Ziv's Cisco Kid and Mr. District At-
torney are also taking on international
flavor. Both series are slated for tele-
casting in Japan. They'll be sponsored
b) Japanese advertisers who spend
over ~'2' , of the annual Japanese ad-
vertising total of $180 million for tv
and radio.
.1 cartoon program trend seems to
be shaping up. First there was the
I P\-LBS -cries planned for fall. Now
Associated Artists productions is en-
tering this field of programing. Until
it on. slates \AP. ibis tvpe of program-
ing "ha- been pi-t trickling into the tv
-< reens.
The company? offering consists of
")71 first-run cartoons, garnered from
two UollwMiod majors. Warner Broth-
el- and Paramount Pictures. \\l' is
advising subscribing stations to pro-
i am package as separate half-hour
40
SPONSOR
Stronger than ever...
The strongest, steadiest Pulse in the booming
Pacific Northwest belongs to KING-TV.
Pulse Inc. accords KING-TV 8 out of the top 15
once a week shows, including number one and two
position. KING-TV also takes 5 out of the top 10
multi-weekly shows, clean-sweeping the, top four places.
These press-time ratings are for May, 1956.
Check any month. You'll find KING-TV leading
9 JULY 1956
all other Pacific Northwest channels — by a healthy
margin — day or night.
Hypo your sales in the important Puget Sound
market with KING-TV. Ask your Blair rep Eor
details.
ABC— Channel 5
100,000 Watts
Blair TV
FIRST IN SEATTLE
KiNG-TV
41
TV I
SET* I
SATURATION
PLUS!
According to the latest sur-
vey, the four-county heart of
KSL-TV Land has a TV set satur-
ation of 89.2%.
That means that this area, the
equivalent of the nation's 35th
market, boasts nearly 128,000
sets — and KSL-TV's complete
coverage area includes 204,000
TV families.
For market information and
availabilities, call CBS-TV SPOT
SALES, or
KSL-TV
SALT LAKE CITY
Selling 39 Counties in Foui Western States
FILM NOTES AND TRENDS (Continued)
shows, rather than slotting them in
already-established kiddie-' programs.
Expansion of both advertising and
market list has been announced by
Michael Sillerman, executive vice presi-
dent of TPA. Sillerman reports that a
new regional sponsor. National Bo-
hemian Beer (via W. B. Doner & Co.)
has bought Stage 7 for showing in six
markets. Chef Boy-Ar-Dee I through
Y&R) has upped its markets for the
same show by three. Other entrants
into the Stage 7 gallery include John-
ston Cookies (Milwaukee); Jax Beer
i Beaumont. Tex. I and Henke-Pillot.
part of the Kroger grocery chain of
Houston.
.Sterling Television sees bowling
throughout the country being pro-
moted via its Bowling Time series. Be-
cause of increased interest (represent-
ed by the fact that series is in over 50
markets), Sterling has begun filming
of the 13th through 26th shows in
what was a 13-only series. A great
many of the advertisers scheduling
Bowling Time are bowling alley pro-
prietors and bowling associations. As-
sociation sponsors include those in
Houston; Wichita; Wilmington-Dela-
ware; Springfield. Illinois; Boise,
Idaho. Four beer sponsors and a num-
ber of soft drink concerns, too, host
the series.
Breakdown Gf its 1.500 short subject
library into program segments is
planned by NTA. Slated for a single
package are the 52 20th Century-Fox
motion pictures syndicated by NTA.
Plans call for the short subjects to be
divided into 12 distinct categories.
Speciality packages will include Little
Lulu. Iicit\ Boop, I nusual Occupa-
tions, Color Cruises and Musical Ro-
mances, Speaking of Animals and
Grantland SportlightS am/ Pictorials.
rVeo? tv distributor enters the inclus-
try. The Trans-Lux Corp. recentb an-
nounced completion of it- plans to
form a subsidiary for tv distribution.
The parent compan) has been in com-
munications and entertainment for 30
\ ' .ii -. pie\ iously being engaged in
theatrical exhibition and motion pic-
tun distribution.
[Vans-Lux has acquired distribution
rights to about 700 Encyclopaedia
Hi itainiK a films. \ 1 1 1. . 1 1 :> the 9ei ies
which Trans-Lux will soon pul cm the
market are Profile (personalities and
events from Marco Polo to Mahatma
Gandi I and a children's show entitled
Once Upon A Time. In addition, firm
has acquired a number of feature pic-
tures which will be released as a pack-
age in 1957.
Seven major V.S. markets will
shortly see telecasting of CBS TV Film
Sales' Brave Eagle. Multi-market spon-
sor is Quaker City Chocolate and Con-
fectionery Co. Seven markets into
which the series will be booked are:
New York. Philadelphia, Detroit, Cleve-
land, Chicago. Pittsburgh and either
Baltimore or Washington. About the
settling of the West as seen through
the eyes of the Indian, series is slated
for early fall beginning. Agency for
Quaker City is Adrian Bauer and Alan
Tripp, Inc.
2.» tiior*' stations will soon be tele-
casting Gems' Hollywood Movie Pa-
rade. This brings total number of tv
outlets carrying the package to 63,
according to Robert H. Salk. director
of sales for Screen Gems. Among the
104 features, in Hollywood Movie Pa-
rade are "Adam Had Four Sons,"
"Pennies From Heaven" and "You'll
Never Get Rich."
From The Pulse, Ino. comes word
of the growing popularity of feature
films. In The Pulse Beat recently, it
was revealed that a special study by
that organization had disclosed facts
that !}')' , of viewers in metropolitan
New York watch movies during the
course of a month. Among these view-
ers, 46fc spend more time watching
movies on tv at present as compared
with a vear ago; 58% feel that movies
now on television are better than those
of a vear ago: 1-1'. state that their
favorite movie show is more enjoyable
than most other t\ programs they \ iew :
12' i prefer a one-hour movie: 35' .
favor a 'Ml minute feature and 23',
vote for a two-hour show.
Among the observations of E. S.
CoatSWOrth, aSSt. manauei ol Motion
Pictures Eoi Telev ision Ltd., in / ision
(the Canadian television and motion
picture review i was tin- following: "A
television film buyer, unlike ancient
( aid. should be composed ol at least
I, mi pail- lawyer, bargainer, a 'box-
office' sense and a well-oiled meinoi y .
. . ." Comments appeared in his article,
"Reflections of a former film buyer."
■12
SPONSOR
WHEN YOU BUY ATLANTA...BUY
AND GET A BETTER RIDE FOR
YOU NEED THIS BOOKLET which gives all
the facts and figures about WAGAland— the
Atlanta market as you know it, plus an addi-
tional coverage that adds more than 300,000
people to the market. It is yours on request
direct from us or our reps.
TOP DOG k IN THE NATION'S 21st MARKET
Represented Nationally by
THE KATZ AGENCY, Inc.
waoa-tv
CBS-TV in Atlanta
STORER BROADCASTING COMPANY SALES OFFICES
NEW YORK-118 E. 57th St.-TOM HARKER, Vice President and National Sales Director • BOB WOOD, National Sales Manager
CHICAGO-230 N. Michigan Ave. • SAN FRANCISCO-11 1 Sutter St.
9 JULY 1956
43
93 OF THE TOP lOO* TV
*TvB First Quarter Report, '56: \ Procter & Gamble \ Brown & Williamson v Sterling Drug \ General Foods
\ Kellogg V Miles Labs V Colgate-Palmolive % Philip Morris \ National Biscuit \ General Motors V Bulova Watch \ Anahist % American
Tel. & Tel. V Liggett & Myers V Carter Products V Ford Motor \ Robert Hall Clothes v' Charles Antell V Minute Maid \ Continental Baking
V Block Drug % Warner-Lambert Phar. V Helaine Seager v' Peter Paul V Fla. Citrus Comm. v Grove Labs \ Coca-Cola V Harold F. Ritchie
\ Borden V Nestle \ Esso Standard Oil — J. A. Folger \ Toni \ Campbell Soup \' R. J. Reynolds \ Chrysler n Chesebrough-Ponds % Lever
Brothers % Northern Paper Mills V B. T. Babbitt V P. Ballantine & Sons V Corn Products Refining V Benrus Watch \ Tea Council of U.S.A.
•\ Hills Bros. Coffee V Thomas Leeming v Vick Chemical — Piels Bros. — Better Living Enterpr. \ Stokely-Van Camp \ E. & J. Gallo Winery
\ Bristol-Myers V Reader's Digest Assoc. — Falstaff Brewing \ Pepsi-Cola V Sales Builders V Seven-Up \ Wildroot \ Salada Tea \ Tafon
Dist. V Best Foods V Wesson Oil & Snow Drift V RCA V Armour V H. J. Heinz V Anheuser-Busch \ Shell Oil V American Home Foods
No selling campaign is complete without the WBC stations
"Support the Ad Council Campaigns"
SPOT ADVERTISERS USE WBC
— Pabst Brewing V Plough Inc. V U. S. Tobacco V Ludens V Great
A. & P. Tea V Hawley & Hoops V Standard Brands V Smith
Brothers V Mennen V Brown Shoe V Seeck & Kade V Lee Ltd.
V Pharmaceuticalslnc. V Glamorene V Beechnut Packing V Carling
Brewing — Theo. Hamm Brewing \ Carnation V General Baking
V Standard Oil (Ind.) V P.Lorillard V Simoniz V Socony-Mobil
Oil V American Chicle V Cream of Wheat V Sealy Mattress
— Eastern Guild V General Mills V Morton Frozen Foods \ Pacific
Coast Borax V F. & M. Schaefer Brew. V Thomas J. Lipton
In fact, 94 of the 100 leading advertisers in all media are on
WBC. From tools to tea, from cars to capsules — you name
'em, we've got 'em. And why not . . . WBC stations dominate
the markets where 1/6 of America does its shopping.
But, it's not only the big fellows . . . nearly 400 local adver-
tisers, whose ads must pay off day-by-day, are on WBC,
too. Let us prove to you why no selling campaign is complete
without the WBC stations. Call A. W. "Bink" Dannenbaum,
WBC General Sales Manager, at MUrray Hill 7-0808, N.Y.
WESTINGHOUSE BROADCASTING COMPANY, INC.
RADIO
BOSTON -WBZ+WBZA
PITTSBURGH KDKA
CLEVELAND KYW
FORT WAYNE— WOWO
PORTLAND— KEX
TELEVISION
BOSTON -WBZ-TV
PITTSBURGH — KDKA-TV
CLEVELAND — KYW-TV
SAN FRANCISCO— KPIX
KPIX REPRESENTED BY THE KATZ AGENCY. INC.
All other WBC stations represented by Peters Griffin. Woodward. Inc.
HIGHER
RATINGS
Feb. 1956 ARB Shreveport Area
Survey
LEADINC in 22 Vi
morning quarter hours.
LEADINC in 45V2
afternoon quarter hours.
LEADINC in 51
nighttime quarter hours.
GREATER
COVERAGE
KTBS-TV Channel 3, Shreveport,
Louisiana, covers 44 counties in
Louisiana, east Texas and south
Arkansas. Population 1,351,700; set
count 249,895.
MORE
VIEWERS
PER DOLLAR
55% of the viewing audience from
sign-on time to 12 noon. 82% of the
weekday afternoon audience.
72% of the nighttime NBC audi-
ence in the Shreveport area.
MAXIMUM POWER
KTBS-7i>
CHANNEL
SHREVEPORT
LOUISIANA
E. NEWTON WRAY, President & Gen. Mgr.
NBC and ABC
Reprctentid by
Edward Petry & Co., Inc.
Continued
from
page 10
gone and the t\ copywriter i> knowledgeable on every count.
\u wonder there is already a scarcity of good ones and the
prices they demand are way up.
Next among the other Disciplinary Actions ordered by
television are those exerted upon the directors, whether the
show be live tv or film. These characters (often refugees
from the Big Screen or Industrial Films or Radio or ex-Floor
Managers), have also learned about money and about spon-
sors and networks and agency men. This is in addition to
learning their craft.
Today they, their skills sharpened to razor's edge, are
directing in every field, movies and the stage, and are doing
darn well thanks to their tv backgrounds.
Finally I must admit that tv, the Task Master, has helped
people such as I, who dwell tenuously on the business side
of the medium, and are devoid of talent. It's been a stern
pater but the lessons were well worth learning. * * *
The Rainmaker, by N, Rich-
ard Nash, gave Broadway
something new and sub-
stantial to chew on. Scene
at right features Cameron
Pru'Homme, Geraldine Page.
Self-disciplining writers
like Paddy Chayefsky (1.)
admit they owe a lot to tv,
says Foreman, Chayefsky's
Marty exemplifies huing
to rigid lines of tv.
-
•sr *"*MPr
Br* Mk "
46
SPONSOR
T. I spot editor
A column sponsored by one of the leading film producers in television
SAKHA
NEW YORK: 200 EAST 56TH STREET
CHICAGO: 16 EAST ONTARIO STREET
HOT FUDGE
The engaging combination of sprightly patter, with an animated King pup-
peteer and live action form a sure sell series of Johnston twenty-second spots.
Prominent container displays of Johnston Hot Fudge Sauce, Cookies and
Graham Crackers provide powerful product identification. Produced l>\
SARRA for the ROBERT A. JOHNSTON COMPANY through cooperation
with KLAU-VAN PfETERSOM-DUNLAP, INC.
SARRA, INC.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
Captivating mother and child sequences appeal to a wide audience in SARRA's.
newest series of TV commercials for Mexsana. Live action is punctuated with
optical effects and emphasizes the uses of Mexsana Medicated Powder and
enumerates its advantages. Smooth continuity maintains interest and prodiu I
display clinches sales. Produced by SARRA for PLOUGH, INCORPO-
RATED through LAKE-SPIRO-SHURMAN, INC.
SARRA, INC.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
This spot, one in a continuing series for 7-Up, proves that high key photog-
raphy can reproduce perfectly on TV screens — does sell effectively! A cool
commercial, set to hot music, is timed for summer selling, with close-ups thai
establish strong product identification and present an appetizing 7-Up float
that almost comes off the screen! Skillful photography from a fidl range of
camera angles takes full advantage of the expertly cast family group. Pro-
duced by SARRA for THE SEVEN-UP COMPANY through J. WALTER
THOMPSON COMPANY.
SARRA, INC.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
Highly entertaining live action photography — both on and under the watei
is Icatured in this unique series for Stopette. A cast of aquatic experts swim
and dive in an enchanting water ballet that provides the backdrop for the
sponsor's message "How clean you led . . . with new Stopette," whose "de-
odorant ingredient is actually used to purify the water you drink. Produo d
by SARRA for the Jules Montenier Division of HELEN1 ( I R I Is l\Dl S
TRIES, INC., through EARLE LUDGIN & COMPANY
SARRA, INC.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
9 JULY 1956
47
agency profile
Rod MacDonald
V.p. in charge of media
Guild, Bascom & Bonfigli, San Francisco
"Agencies sometimes underestimate the people in the country,'
says Guild, Bascom & Bonfigli's v.p. and media director, Rod Mac-
Donald. "Television alone has done a tremendous lot to soften re-
gional differences. \n<l today it can be as much of a mistake to talk
down to people in small-town areas as to talk down to those in the
big metropolitan centers.
MacDonald's views on commercial content derive from a basic
theory he has about media men: "Media men should not be restricted
to media buying and evaluating. They should be in on a creative
policy and planning level for an account and should be involved in
the client's marketing policy.''
In order to make it possible for all agency media buyers to have
greater responsibility and scope, MacDonald organized a system of
all-media buyers, supervised by three all-media directors.
"We started with thai approach to media buying in 1949 when the
agency was formed, and today, with a $7 million volume, we still
find it the approach that encourages the most creative effort for our
clients on all levels."
Ilr feels that there might be an efficienc) problem with this system
if the agency had a vast number of people in the department. "But
even if concentration on one medium could be thought to be more
efficient, we wouldn'l go for it. because it stifles thinking."
\ researcher at heart, MacDonald loves to conduct private surveys
of strangers on planes or friends on the \Iontere\ Peninsula to see
how the) are reacting to the agenc) s commercials. "I've had more
people praise our commercials (and often not even mention the show
the) re in I, without realizing that I'm from the agency that produced
them. "
Though he's a golfer and "do-it-yourself" expert, MacDonald likes
to spend most of his spare time romping with his son and four
daughters. "The) range from three to 13 years, so you can imagine
they keep my wife and me busy."
Melton. ild feds that the "famil) — j ► i r i t " ~ and famous San Fran-
< i-< o charm < arries over into the agency offices, thank- to the three
founders of the agency. "As Dave Bascom once told a client: We'll
call a meeting any time you like, except during trout season or too
neai .i weekend." * * *
You Get
Maximum
Coverage
Only With
WJAR-TV
48
SPONSOR
"Wanna See
OUR PULSE?"
ONE look at February-March, 1956 Pulse figures
and you'll see that WDAY Radio is surging
with health, here in the Red River Valley!
This new Pulse Area Report covered 23 North Dakota
counties, 21 Minnesota and 11 South Dakota — a 55-
county market with 205,000 radio homes.
It shows that WDAY gets —
More than TWICE as many listeners as the No.
2 Station/ . . .
More listeners than the No. 2 and 3 Stations
COMBINED! . . .
FOUR times as many listeners as the No. 4
Station !
It's like we've been telling you for years— \\ 1 1 \ 5
just doesn't have any real competition in the Red
River Valley!
Let Peters, Griffin, Woodward, Inc. fill you in with
all the facts.
WDAY
FARGO, N. D.
NBC • 5000 WATTS • 970 KILOCYCLES
PETERS, GRIFFIN, WOODWARD, Inc., Exclusive National Representatives
9 JULY 1956
49
/ milium (I
from
/tage 22
of an editorial and specifically point- out that: "NBC's salvo
nl last week ( referring to the network's statement to the Sen-
ate Interstate Commerce Committee) was much broader in
scope than a blast at film syndicators and allied interests. In
effect the network was saying, in defense of all the webs, 'take
iua\ option time and you take away the Wide, Wide World's
the See It Noivs, the NBC Operas, the Adventure s and other
laudable live programing contributions which for the most
part add up to out-of-pocket sustaining losses*. . . . It's long
been the contention of the networks that, because they've per-
petuated such programing, they aren't swimming in the kind
of wealth some of the D. C. inquisitors imagine. . ."
Jack's piece makes no reference to the Senate Interstate
Commerce Committee hearings at all. His piece merely says:
''With the close of the second season of spectaculars it would
seem worthwhile to examine what these major programing
projects have meant to television's well-being. . . ."
\e\ertheless it is a happy circumstance for the webs that
Jack chose to treat this theme on the eve of the appearances
of Frank Stanton, and the Bobs Sarnoff and Kintner before
the Senators. For Jack, too, makes the point: "Today the
spectacular stands as a symbol for the continuation of the
special effort in programing. Its importance is not limited
to those ventures bearing the label but applies equally to all
those programs — perhaps especially to dramatic presenta-
tion-— that have hopes of steadily elevating tv's artistic level.
If the institution of the spectacular is undermined because of
financial pressures, a trend toward safe, routine commercial
fare might quickly spread through all forms of programing,
even to a far greater degree than exists today."
Later, says Jack: "It is the need to preserve this policy in
spirit within television that makes the fate of the spectacular
of genuine consequence ... the loss of what the word (spec-
tacular) has come to stand for in tv programing would be
incalculable."
It i- hardl) necessary to add that few programing organi-
zation- in the television industry, if any, have the financial
resources to offer the kind of -pectaculars, which NBC, CBS.
and to i lesser extent, ABC have consistently put before the
nation's viewers.
\- George Rosen points out this is indeed a strong point in
the network case against their detractors in and out of gov-
ernment. And it must be of some comfort to the webs to note
that such out-tanding observers of the tv scene as Jack Could
and George Rosen are making tin- point in print. This issue
of sponsor is loaded with "Fall Facts." Here's one more:
I he several "cases" against the networks, and the web-* de-
fenses, will prove one of the most interesting and to adver-
tisers and agencies, possibh one of the mo-t important-
continuing developments of the new season. * * •
50
Even a goat won't "goof "...on film
The advantages of film are virtu-
ally limitless. First, you can produce
a show that's right— free from bugs.
Next, you can try it out— know just
what audiences think about it. And,
finally, you can schedule it for
maximum effect and convenience.
Yes, you can save time and money
—get a better show— when you
USE EASTMAN FILM.
For complete information write to:
Motion Picture Film Department
EASTMAN KODAK COMPANY
Rochester 4, N. Y.
sf Coast Division
342 Madison Ave.
New York 17, N. Y.
Midwest Division
130 E. Randolph Drive
Chicago 1, III.
West Coast Division
6706 Santa Monica Blvd.
Hollywood 38, Calif.
Be sure to FILM IN COLOR
. . . you'// be glad you did.
or W. J. GERMAN, INC.
Agents for the sale and distribution of Eastman Professional Motion Picture Films
Fort Lee, N. J.; Chicago, III.; Hollywood, Calif.
IxSIIO's remote control tv st
KSHO technician at Kay Lab master control
Spot announcement costs have been
reduced to as low as $6 each and live
television shows ha\e Itch brought
well into the reach of small-community
operators through remote controlled
station equipment. KSHO-TV, Las
Vegas, now being operated on a re-
mote control basis, is an example of
how such a set-up can be made to
pa) olT.
Heart of the operation is a low-cost,
low-power studio and transmitter pack-
age engineered, manufactured and in-
stalled by Kay Lab, an electronics and
tv equipment firm of San Diego. Cali-
fornia.
tirfio is a oti<* man operation
KSHO-TV's audio and video signals
are controlled completely by one tech-
nician per shift from a master control
panel. The technician adjusts all
equipment, including focusing and lens
changes on the Kay Lab camera chain-,
the Kay Lab film chain, Kay Lab slide
projectors and all audio circuits and
adjusts the clarity and quality of video
and audio signals.
The station claims to be the first in
the nation to transmit on an around-
the-clock schedule seven days a week.
(See "Round-Up," 19 March 1956.)
Continuous operation was made possi-
ble by installation of duplicate trans-
mitter equipment. The two units are
used alternately with one in standby-
category while the other is being
serviced.
KSHO-TV operational policy is lo-
cal in all respects and is perhaps best
t\pified by what is described as tv's
first classified advertising program.
Called Tele-Views, the program in-
cludes typed classified ads of the sort
usualK seen in newspapers.
I rofnf ioo of "'Miss I /J" is story of how a promotion grew
from a field of over 150 entries. Walter
Stewart's release describing the evolu-
t;on of the contest was exceptional in
that in itself it was entertaining.
It read: "My really big problem is
a mouthful of consonants I W'OTH-TV I
that even our announcers, trained to
know where their bread and butter
comes from, cannot sax. How can we
expeel the public to tune in our sta-
tion if the) don t know which one it is.
. . . Someone suggested a "Miss 18"
foulest. ... It started out to be just
a little one so we cound find a pretty
"irl to ciown and thai would be that."
"Pretty little girl" who became "Miss 18"
Photo- of dozens of beaut) queens
arrive at SPONSOR in an attempt to
draw attention to products oi stations.
\lthough mosl of the girls arc pretty,
space allows the publication of onl\ a
ver) few pictures and then the criter-
ion is usualK the fact thai the) were
pari of a successful promotion.
From \\ < , I II. Hartford. Conn, comes
word of the selection oi "Mis- !<>''
But the idea grew. "Each girl in a
1(1- and 20-sccoiid announcement gave
her reasons for wishing to become
"Miss I!'.." . . . When finally the girl
was named and prizes given, someone
asked, 'Now what do we do with her?"
"Now station IDs are being pre-
pared, filmed promotions are being
made and personal appearances are
being scheduled. . . . This is one of the
few times a promotion man can walk
with his head held high and not be
afraid of the phrase 'There's nothing
new under the sun'. Who cares as
long as you can rearrange old things'.-'"'
• • •
Half million fans praise
Grand <>!<> Opry thru mails
Opryites and over 500,000 cards and letters
A suggestion that listeners drop a
line to the Grand Die Opry television
show produced more than 500.000
cards and letters from fans anxious to
express their approval of the famed
country music spectacular.
From the king-sized stack of mail re-
ceived by WSM-TV, Nashville, in the
weeks following the telecast, the names
of 10 winning couples were drawn on
the 23 June show for the awarding of
expense-paid trips to a future Opry
performance.
Opry favorites Roy Acuff and Minnie
Pearl made a personal appeal on
the 20 Ma\ ABC-TV network show for
country music fans to "write a card
or letter to Purina's Opry, to let us
know that you are watching our show
and like it." It was reminiscent of the
early-day radio appeals for listeners to
write in to the station.
The Opry stars added: "Since we're
asking you to do something for us. we
want to show our appreciation and do
something for you in return." They
then announced the drawing to select
the 10 couples to be awarded trips to
\a-h\ ille.
About 10 stations earn Opry live
and 110 cam the -how with a dela\ of
from one to several week-. On the
second da) after the letter request mail
from 25.0(1(1 persons had arrived at
\\ SM-T\ . In les> than seven days, over
230.000 cards and letters had been re-
ceived — a rate of nearly 6.000 replies
from audiences of each of the stations
carrying the program live. * * *
52
SPONSOR
'"Yon can take it with you"
is WHDH's summertime tune
Girls gather around WHDH's bouncy message
Bill McGrath, manager of WHDH,
Boston, is betting heavily on the logical
theory that what's good for portables
is good for WHDH.
Viewing the summer months as an
ideal time to push portable radio listen-
ing. McGrath has launched a portable
publicity campaign. A special budget
of approximately $75,000 will be spent
by September on promotion planned
around the slogan, "You Can Take It
With You!"
Newspapers will carry 1,000 lines of
ads in 13 weeks plugging portable lis-
tening to the station's features. They'll
be preceded by teaser ads pushing
portables on an institutional basis with
no station identification.
Dividing the on-the-air campaign
into segments covering every possible
use of the portable, ranging from enter-
tainment and information through
emergencies, the station has set aside
at least 45 one-minute units of news,
weather and sports; also 45 spot an-
nouncements, station breaks and time
signals as sustaining portable plugs.
A contest tie-up involving depart-
ment store and appliance dealer dis-
plays with portables as prizes, is
running concurrently with the news-
paper and on-the-air promotion.
An unusual aspect of the promotion
is WHDH's invasion of beaches. Ten-
foot beach balls carrying the campaign
slogan and the station's call letters are
rolling publicity over the sands. Eye-
catching bathing beauties carrying sun
tatoos with the same information have
been recruited through the distribution
of free portables. One unusual gimmick
is the appearance of the "WHDH Re-
quest Wagon" which provides beach
(Please turn to page 79)
Put your money where the people are
You can bet your coonskin cap that the folks in the
picture never "wonder where the yellow went," never
buy cigarettes, beer, or anything else you advertise.
Look for the Raccoon when you visit the far-flung forests
of Michigan. But when you look for sales, put your
money where the people are— on WWJ, famed for com-
plete news coverage, sparkling personalities, and pro-
gramming that holds listeners, moves merchandise.
70 per cent of Michigan's popula-
tion commanding 75 per cent of
the state's buying income is within
WWJ's daytime primary area. In
the Detroit area alone, over 3V2
million people drive nearly T/j
million cars and spend over $5
billion annually for retail goods.
WWJ
AM ond FM
RADIO
WORLD'S FIRST RADIO STATION
Owned ond operofed by The Detroit News
N8C Affiliate
National Representatives: Peters, Griffin, Woodward, Inc.
9 JULY 1956
53
SERVICE STATION
SPONSOR Rigg's Service Station VGENCY: Direcl
CAPSULE CAS1 111- 1 "in Sports Capsule is part of
\\l(---l\ "five-for-one" plan, whereb) advertiser spon-
program once a week and receives a 60-second an-
nouncement that da\ with LO-second commercials on
other days. Free ice-scrapers were offered during a time
when there was no -now. ice <>r cold weather. Within a
few week-. R - - rvice Station had 4,800 calls as a re-
sult of the oiler — did more business than at an) other
comparable service station opening. Show cost $80.00.
tth S-TV, Springfield, 111.
PROGRAM: Sports Capsule
Fights
TV
results
SAUCES
MENS SHIRTS
SPONSOR R>
\(.l M \ : Direcl
l M'-i II CAS1 HISTORY Sears, Roebuck & Co.'s Tulsa
retail store chalked up a 50^5 gain in sales of men's
cotton Bport shirts in just one week, following a noon
show demonstration "f the- new development- and uses
of cotton fabrics. R. R. McFadden of Sears, Roebuck,
who merel) used i sport -liiit a veral other cotton
items to illustrate one of the uses of cotton, 3tated: "Sales
have been 50^ greatei than those of the past foui or
five years. Othei Store- al-n r> ported increases.
K\ot» l\. TuJ i. Okla.
PR( n .1: \M Spei ial demonstration
SPONSOR: Buitoni F I- M.I MY: J. Walter Thompson
< VPS! II l W HISTORY: As a major part of a 26-week
campaign recently, Buitoni Foods Corp. sponsored Life
It iili Father on WI'IX. In a subsequent letter to the
station, the following was written: "I just wanted to go
on record on behalf of Buitoni Foods Corp. as to the
r • — i j J t — a< hii\cil via our sponsorship of Life With Father
. . . during the 26 weeks of the series, the Buitoni sales
increased considerably." He said that this was a fine
part of a campaign in which 75% is allocated to tv.
WPIX, New York PROGRAM: Life With Father
SHAMPOO
SPONSOR: Blondex Shampoo \GENCY: FirestJ
CAPSULE CASE HISTORY: In January, 1956, Blond!
decided to try a one-minute test announcement on T\
Steele's Bandstand in order to appeal to what is primarS
a teen-age market. One announcement was aired, offij
ing a free sample of Blondex Shampoo — a shampoo
pecially for blondes. On the strength of this announc
ment, Blondex received over 1,200 requests for sample
As a result, company signed up for two announcement
per week on a 26- week basis via Firestone Advertising.
WOR-TV, New York PROGRAM: Ted Steele's Bandsta\
PLUMBING FIXTURES
SPONSOR: New England Pipe & Supply
AGENCY: Din J
CAPSULE CASE HISTORY: New England Pipe & SupplyJ
distributors for American Standard products in Fasten
and Northern Maine, began using tv in June. 1955, witl
Science Fiction Theatre on W-TWO. During 1955, firn
devoted 90% of ad budget to tv. Recently, it purchase
quarter sponsorship of 22 live basketball championshipl
remotes. This combination of shows upped colored-]
fixture sales 35%. Campaign cost amounted to $2,600.
W-TWO, Bangor, Me.
PROGRAM: Championship Basketbu
and Science Fiction Theaft
POTATO CHIPS
SPONSOR: Mr-. Il,,u,\
AGENCY : Maercklein-Nelwm
CAPSULE CASE HISTORY: Mrs. Howe's Potato Chips
has been a well-known local product using, in moderation,
several other media. On 3 October 1955, company started
five participations a week in Looney Tunes, with a live
commercial by the show's m.c. Show runs Mondav
through Friday from 4:00-5:00 p.m. After the first month
on the air, sales increase in potato chips was over 25%.
Increases continued in following months, and Mrs.
Howe's quickly renewed for participations on WISN-TV.
\\ 1SN-TN. Milwaukee, Wise.
PROGRAM: Participatioaa
LOANS
•sPONSOK: Farmer- loan & Thrift Co.
VGENCY: Direol
CAPSULE CASK HISTORY: Fanners Loan & Thrift began
telecasts from the station on 15 March 1954. Announce-
ment schedule met with immediate success as reflected
by an almost KM)', increase in outstandings at coin-
pan) s Rochester oflice. and by business increases in
Albert Lea and Fairibault. Minn. Firm's vice president
did all commercials live, four nights per week during a
regular movie break at 10:45. Shortly, Farmers' took
sponsorship of half-hour plays. Cost: $1«>5.
KROC-TV, Rochester, Minn.
PROGRAM Top Flays
: WISCONSIN
Serving \hdmdoLJfcg6 ard)mwj
Now interconnected by private microwave with
WDMJ-TV (100,000 ch.6) Marquette, Mich.
JOE NIAGRA
9
BOB KNOX
\£
TOM DONAHUE
TONY BOURG
FRED KNIGHT
RAY WALTON
PHILA
Penna.'s
Most
Powerful
Independent
plus bonuses
for
WIBG
advertisers!
plus a new
selling
sound . . . !
CAR CARDS
on the most traveled transit routes.
OUTDOOR BOARDS
24 Sheet & Painted Billboards around the town.
DIRECT MAIL
intensive, frequent mailings to select lists.
TRADE PAPER
scheduled ads in leading trade papers.
Pennsylvania's most
powerful independent!
WIBG
10,000 WATTS
SUBURBAN STATION BLDG . PHILA. 3, PA., Rl 6 2300
NATL REP.: RADIO-TV Repretentatives
Neve ilvvelopments on SPONSOR stories
Let's s»'t an award system that's
reallj for television
2« May 1956, page 36
Sllhjct't: International film awards slated for
fail in France
In main respects, the award system which Stuart W. Hyde pro-
posed in his recent sponsor article on "Emmy" resembles the actual
plan that the International Advertising Film Festival has been spon-
soring.
Revolving about a system whereby entries are judged all together
over a four-day period, the third annual Festival will go into gear
from 15-19 September in Cannes France. 1954 and '55 Festivals
were held in Venice and Monte Carlo respectively.
International flavor is borne out not only in geographical location
of the event, but also in that ad films are entered from many coun-
tries and fall into a variety of categories.
Chief prize for best single film is known as "the Grand Prix
d'ISAS."' It's regarded by entrants as the "Oscar" of advertising
films.
Awards are determined by an international "jury" of 15 members,
all of whom are leading advertising figures in the countries which
they represent.
Says Peter Taylor, secretary-general and director of the Festival,
"For the large number of delegates attending the Festival, an inter-
esting program has been arranged, as a contrast to the work in-
volved in viewing all the films." * * *
See: How to sell sausages at 5:30 a.m.
Issue: 1 1 June 1956, page 37
Subject: King's Country sausage polls a "first'
Among the 30 winners in Radio Advertising Bureau's fourth
annual "Radio Gets Results" contest recently was WHAM, Rochester,
New York. That station scored a number one in the "miscellaneous"
category of the competition for results obtained on behalf of its
King's Country Sausage advertising account.
Judges Im the yearh citations were as Follows: Howard Bradley.
Automotive News; Tom Drohan, product manager on Instant Spry
for Lever Brothers; Louis Goodenough. managing editor of Retailing
Daily; and Edward Kruspack, advertising manager of lutomotive
News. They judged entries on the basis of actual results turned in
for the sponsors by radio advertising.
According to an RAB spokesman, "We felt that the success story
of King's Country Sausage merited an award. And because it fell
into none of the standard categories, it was awarded fn-l place in
the miscellaneous division."
In the 1 1 June 1956 issue of SPONSOR, the historv of King's
success was outlined. Company was begun as a cooking bobby for
bus driver Floyd King, who used an old family recipe in his culinary
pursuit. Later, encouraged by friends, King turned the avocation
into a small business — then branched out (but still with facilities in
his own home and backyard I . In doing 30, be sparked distribution
through WHAM participations and shows, adding regularly to his
air schedule. Now King concentrates only on his sausage business.
This year he spent $5,035 on early-morning radio slots, to which be
attributes most of the success of a $20,000 annual gross. k k k
SPONSOR
KSTP
(LMUSICjiNEVI^
jCL
MINNESOTA
LAND OF
10,000 LAKES
They're bringing $125 million
into KSTP country!
This summer, the "Land of 10,000 Lakes" will
be host to more than a million and a half non-
resident vacationers. And while they are in
KSTP country, these visitors will spend over
125 MILLION DOLLARS.
Ninety -five percent of these active-buying trav-
elers will arrive by automobile, which means
that they will be listening to the powerful voice
of KSTP while they are on the road as well
as during their stay.
KSTP offers its listeners outstanding enter-
tainment including the finest music in the North-
west and up-to-the minute news, weather and
sports coverage. And to advertisers, KSTP
offers a realistically-priced package rate plan
plus the top radio personalities in the North-
west to do an effective selling job for you.
Now is the time to reach the active-buying,
tourist-rich market which KSTP serves and
sells so well . . . For further details, contact
your nearest Edward
Petry office ... or
a KSTP repre-
sentative today.
KSTP
50,000 WATTS
MINNEAPOLIS •
PRICED and PROGRAMMED" to serve today's radio needs!
Represented by Edward Petry & Co., Inc.
9 JULY 1956
57
WROTE COMMERCIALS
I Continued from page
his analyses were undoubtedly among
the most lucid; his fabulous fund of
historical knowledge, abetted 1>\ his
long editorial experience, gave him a
lective few men could aspire to.
He was always convinced thai wars
follow a pattern, no matter in which
era the) are fought, and that battles
are won bj strategy, above all else. In
relating the events <>f \\ orld \\ ar Two.
he would superimpose the battle zones
over the map of \ irginia, with the re-
sult that he would compare tli<' activity
in Salerno with an explanation like.
"The enem\ i> advancing in an area
about the length of Horsepen Road,
while our troops are bivouacked
around Three Chopt."
I hi- brought the progress of the
struggle realistic ally home to Dr. Free-
man's listeners — too realistically, in
the case of the two business nun. who
driving hark to Richmond after a trip
north, were momentarih stunned to
hear Dr. Freeman figuratively refer-
ring to the bombing ( he called it
"bumming") of the town of Short
Pump, a Richmond suburb.
Purists of diction got nowhere with
the Doctor. His verbal disfigurations
and mal-pronunciations were like
trademark-. He stuck douuedlx b\ the
Old \ irginia pronunciation of "gyar-
den," although he tailed a car a car.
It was his opinion that the "t" in
"often" was in there for a purpose,
and he sounded it vigorously whenever
lie used the word, which was of/en. He
advocated more amicable relations be-
tween "umployer and umployee," al-
ways pronounced question as though
it were '"quesh-ton." During periods
when the news was particularly bulky,
he would, with apologies to his lis-
teners, speed up prodigiously on his
normally snail-paced delivery, and it is
impossible to estimate how many
shorthand students, who customarily
practiced their dictation setting down
his broadcasts, were frustrated for the
day by the sudden speed-up.
Vagaries of diction were embroidery
that gave the language vitality, as he
-tu it. but there was no compromise
to be made with excursions from the
hard-beaten paths of grammar and
s\ ntax. Though I had been writing
for a number of years before I ran up
against the Dr. Freeman assignment,
I had been splitting infinitives with
I. ><•!*• stations on air*
CITY A STATE
CALL
LETTERS
CHANNEL
NO
ON-AIB
DATE
ERP <kw)'
Visual
Antenna
(ft)"'
NET
AFFILIATION
STN8.
ON AIR
SETS IN
MARKET*
<000>
PERMITEE. MANAGER. REP
ALBANY-SCHENEC-
TADY-TROY, N. Y. WTRI
MEMPHIS, TENN.
35 15 June
WKNO-TV 10 ! 25 June
12 500' ABC
10 600*
WCDA 175,000
WPTR
WTVZ
WHBQ-TV
WMCT
WREC-TV
Stanley Warner
Mt mph is Board of Education
If. /Veto <-on.\f run ion permits'
01 TY 4 8TATE
CALL
LETTERS
CHANNEL DATE OF GRANT "P""!5'
NO Visual
Antenna
(ft)"'
STATIONS
ON AIR
SETS IN
MARKET!
10001
PERMITEE, MANAGER
ST. PAUL, MINN.
2
20 June
52.5 620 KEYD-TV 620,000
KSTP-TV
WCCO-TV
WTCN-TV
Twin City Ana Education.il Television
Corp.
Iff. iYetc applications
0ITY 4 STATE
CHANNEL
NO.
DATE
FILED
ERP <kw)'
Visual
Antenna
(ft)"*
ESTIMATED
COST
ESTIMATED
1ST YEAR
OP. EXPENSE
TV STATIONS
IN MARKET
APPLICANT. AM AFFILIATI
ABERDEEN, S. D.
SALEM, ORE.
23 June
23 June
1.68
1.4
204
927
$83,433
$63,300
$ 64,500
$144,000
Aberdeen Television Co.
Salem Television Co.
BOX SCORE
U. S. stations on air
Markets covered
ITU
299
•Both new c.p.'s and nations going on the air listed here are those which occurred between
16 June and 23 June or on which Information could bo obtained in that period. Stations
aro considered to be on the air when commercial operation starts. "Effective radiated power.
Aural power usually Is one-half the tlsual power. •••Antenna height abovo average terrain (not
abore ground), tlnformatlon on the number of seta In markets where not designated aa being
from NliC Research, consists of estimates from the stations or reps and must be deemed approxi-
mate. "Data from NT1C Research and 'Manning. NFA: No figures available at prewllme
on seta In market. 'Community would support proposed lower-power station at least three yean,
or until such tlmo as 11 becomes self-sustaining. ^Presently off air, but still retains C P.
■Non commercial. *Above ground.
58
SPONSOR
Access road to radio relay station, Rocky Point, Nevada.
A TV CHANNEL IS PART ROAD
The more than 500 radio relay towers of
the Bell System are found in all imag-
inable types of terrain from a Nevada
mountaintop to the roof of a New York
skyscraper. Yet each must be accessible
for maintenance in any season, and under
any weather condition.
So the Bell System builds roads which
help insure dependable network service
for the television industry. In bad weather,
jeeps or specially designed snow tractors
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For a radio relay network is more in-
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BELL TELEPHONE SYSTEM
PROVIDING INTERCITY CHANNELS FOR
NETWORK RADIO AND TELEVISION THROUGHOUT THE NATION
9 JULY 1956
59
habitual and reckless abandon all
along the \\a\ .
accidents would rouse Dr.
Freeman's ire to such a pitch that he
would interrupt the announcer to cor-
rect the sacrilege immediately. It took
him about a year to curt' me. Once,
on the da) after Thanksgiving, I wrote,
'To be perfectl) practical about it. the
time to really dress the turkej is the
day after Thanksgiving." This was as
far as the announcer not and as far
as the program went, newswise, for
the morning. The offending split in-
finitive and its hapless author were at-
tacked full force for the rest of the
broadcast Many listeners, thinking
that Dr. Freeman was referring to the
four opening words — "To be perfeciK
practical" — took him to task by tele-
phone. The next day, he himself re-
read the commercial, with thundering
and hitter emphasis upon "to really
dress the turkej ."
Dr. Freeman's near-infallibility for
reporting and analyzing without script
or notes — his remarkable memory for
name-. pla< es and events, continued to
be almost unbelievable dirough the
years. Only twice, to my knowledge,
AT ANY TIME OF DAY
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moRmnGS
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flfTERflOOnS.
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LATEST AVAILABLE TELEPULSE FOR ROCHESTER (MAR 19S6)
jO±
AVERAGE WEEKLY SHARE OF AUDIENCE
LATEST AVAILABLE TELEPULSE TOR ROCHESTER (MAR 1956)
WRITE US TODAY FOR
CHOICEST AVAILABILITIES
IN ROCHESTER'
CHA
175.000 WAflJ
OM ■ ATTD IHAI I t mi ■ .
WMIt -TV ANO WVIT TV
V H F
«C a i f m i * r (
ROCHESTER, N.Y.
EVERETT McKINNEY INC • NATIONAL REPRESENTATIVES • THE BOILING CO.. INC.
did he bog down on the air. Once,
during the World's Series, he em-
barked on a long soliloquy on base-
ball, and wound up by naming the
losing team as the winner of the Series.
On another occasion, he delivered
a beautiful eulogy to a close friend
and associate of his in announcing the
death of the man, pointing out his nu-
merous accomplishments, referring to
his forceful personality, bis outstand-
ing family. Then, at the crucial mo-
ment, the deceased's name escaped Dr.
Freeman. There was just the barest
instant, of silence, as, conveying his
plight in eloquent sign language to the
announcer, Dr. Freeman went on to
drain more facts about the man from
his memory, while the announcer ran
to get a paper and look up the gentle-
man's name.
His split-second studio entrances
were unknown to his radio audiences.
Everybody knew that his working-day
began at four-thirty a.m., and, indeed,
he sounded as though he had been
waiting for his listeners since dawn.
Once, they may have had an inkling
that the Doctor had put in a hasty ap-
pearance. Coming on the scene visibly
ruffled, he began with, "You will par-
don me, ladies and gentlemen, while I
ask my young colleague here if he will
be kind enough to fetch my cap. which
blew off as I came across from my
office. I would have retrieved it my-
self, but I would, as a result, have been
late for my appointment with you."
It was a mandarin-type cap, and was
an affectation resulting from a trip to
the Orient, in 1945. He ostensibly
wore it to protect his balding bead
from drafts — but the truth was that he
surreptitiously enjoyed observing peo-
ples' reactions to the sight of it atop
his head.
As the years wore on, I grew more
bold in carrying out my part of the
programs, but it was never easy for
me to foresee whether Dr. Freeman
was going to praise the idea, as he
occasionally did - — or take offense.
Take offense he did, and in retrospect
1 know that 1 acted in the worst of bad
judgment, upon the occasion when
Time magazine made Dr. Freeman the
-nliject of its cover and a lengthy arti-
cle. Somehow, I felt duty-bound to
make some reference to it in the com-
mercial, so I prefaced the milk-plug by
saving that, since it was manifest that
Time readers' attentions bad undoubt-
edly been captured and held by the
cover and the feature article in that
week's issue, I would take my text from
60
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Radio and tv done reasonable
National Representatives:
The Katz Agency
9 JULY 1956
61
the back of the book, in the column
beaded "Miscellany." I then pro< eeded
tn quote some flippant odd fact from
that department to tide me into the
commercial.
Dr. Freeman was furious, and I
don't blame him.
Another time. I took a chance on a
recipe. Dr. Freeman was a voluble
enthusiast for Southern Colonial cui-
sine. Somehow, I came In his own
persona] recipe for \ irginia corn pone,
and. on the da\ when the subject ol
m\ commercial was Richmond Dairy
Golden Churn Buttermilk, I quoted the
recipe, giving credit for its origin to
"a certain well-known \ irginia editor.
historian and news analyst," then tied
in with the locally-obvious fact that
authentic com pone and buttermilk
are the essence of good eating, South-
ern >t\le. I his wasn't long after the
Time fiasco, and. as I listened to the
announcer read what I had written, I
was tempted to run while I could still
gel away. The Doctor was enormously
pleased w ith the commercial.
Once, when relations had been re-
markably amicable over a period, I
finalh got uji courage to do what I had
An $899,481,000
Buying Power Market!
y
MORE AUDIENCE
than any other TV station in the
rich heart of Louisiana
FROM 5:00 P. M. to SIGN OFF
(Monday thru Friday)
WBRZ rated highest in 125 quarter hours out
of 149.
FROM 12 NOON to 3:30 P. M.
(Monday thru Friday)
WBRZ rating Tops All Others Combined!
- from a study by American Research Bureau,
Inc., encompassing 31 counties and parishes
in Louisiana and Mississippi.
WBRZ 2
BATON ROUGE, LOUISIANA
Power: 100,000 watts Tower: 1001 ft.
NBC-ABC
Represented by Hollmgbery
been dreaming of doing for a long
time. The war was at its height, and
I longed to be a foreign correspondent.
I knew that, if Dr. Freeman saw it my
way, his influence and assistance would
be invaluable.
I took care to be at his office door
at the split second of my appointment.
His secretary gave me entrance. Dr.
Freeman was not at his desk, but was
lying belly-buster on an old backless
bench, waving his arms and kicking
his feet rhythmically. By his side was
a muscular young swimming instruc-
tor, whom the Doctor had summoned
to his office to teach him to swim in
spare moments. We all knew about
this arrangement, which had been in
effect for some time. These dry runs
would go on intermittently through the
week. Then on week-ends the pupil
would take a trial dip by himself in
real water. The following week, the
instructor would be summoned again,
for more office tutoring.
Dr. Freeman rose from the bench
with customary dignity, came and
kissed me on the forehead — a welcom-
ing procedure for all ladies who visited
his office.
I told him that I didn't want to
usurp his swimming lesson time. He
thanked me and said that, with my per-
mission, he would continue as we
talked.
Plunging in right away, I told him
that I wanted to be a foreign corre-
spondent. He interrupted his strokes
in astonishment, and gently treaded
water while he digested this ambition.
Finally, he scowled at me, and gave
me his opinion of voung women who
went off to get into the thick of the
fighting — particularly of young women
as ill-equipped for such a job as I was.
In the first place, he said, I didn't have
the necessary command of languages.
"I have French," I countered defen-
sively— and ill-advisedly.
"Lei > hear it. he commanded.
I splutttered a few unintelligible
school-book idioms, we both started to
laugh, he rose from the swimming
bench. kissed m\ forehead. and
lli. inked me for coming to see him.
"1 on can write. Nell," he said by
wa\ of consolation, and then added,
cautiously, "some day."
I headed back across the cat-walk to
the studios.
Dr. Freeman gave me only one bad
scare during the latter years of our
loose-hinged relationship. As time
mellowed him, he became ever more
favorably-inclined toward people and
6?
SPONSOR
16,237 visit "White Columns" in 7 weeks
In the friendly vernacular of Dixie,
we said, "Come see us!" The public
invitation was tendered immediately
after the formal opening of "White
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words — but what response!
Our neighbors, those who know
us best, have come to see, marvel,
and share with us a civic pride in the
wonders of this modern home of
broadcasting and telecasting. School
children by the bus-loads, civic clubs,
church groups, college students,
adults, teen-agers from far and near.
And they're still coming!
The experience imbues us with
grateful humility. It is evidence for
us, and for all who use the facilities
of these stations, that a dedication
to service in the Public Interest earns
heart-warming rewards.
WSB and WSB-TV are affiliates of The At-
lanta Journal and Constitution. Represen-
tatives are Edw. Petry & Co. XBC affiliate.
Leadership is
traditional . . .
'White Columns" is the home oj WSB Radio and WSB-TV in Atlanta
9 JULY 1956
63
things in general. He got the whimsi-
cal notion that he would interview me
on hi* noon broadcast, one day when
news was sparse. I !<■ sent me word to
be available when the day came, and
made only one stipulation: that I was
not to say that I wrote commercials
several weeks in advance, as I had to
do. to get the sponsor's approval — but
rather to give the impression that they
were sort of spontaneous, like his news
commentaries. 1 had no idea what he
might ask me, or what I might come
up with extemporaneously, in reply.
For months. 1 est aped furtively out
the hack door, or into the ladies'
lounge, al the moment he was due. It
was onlv after he resigned his news-
paper editorship ami continued his
broadcasts from hi- study at home,
that 1 felt reasonably safe. Evading
him was an unappreciative, ungracious
thing to do, but, for some reason. I
fell that the interview should never
< ome oil. Il never did.
Winn Dr. freeman died, in the af-
ternoon after doing his regular broad-
casl on Saturday, 30 June L953, it was
revealed that just a week earlier, he
had written out detailed instructions
for the conduct of his funeral. Those
from the radio station who attended
recognized that, in this final plan of
his. his sense of timing was perfect, as
always. His funeral ran exactly twenty-
nine minutes and thirty-seconds — the
traditional radio half-hour! * * *
AGENCY AND FILM
(Continued from page 36)
and facilities be available immediately
to the producer when he needs them.
Even more important is that the pro-
i know how and where to get
tin in. and at the same time be suffi-
ciently creative, experienced and au-
thoritative to put them to good use
liter he has obtained them.
There is one more general qualifica-
tion which we expect in a producer —
financial stability.
Can this firm be counted on to com-
plete the job or will we he forced to
step in and meet payrolls so that our
client can have a completed film?
Will the monies which we may advance
in progress payments be safeguarded,
or will we he faced with a sudden de-
mand for additional payments ahead
of schedule? We expect this kind of
You Reach the Home-Polks
When You Ride the"Locals"
It had an 18.2 rating in February 1956 Telepulse.
It is available for Class "C" Participations
Monday, Tuesday, Wednesday and Friday, 1 ::!(»-
5:00 P.M. (Sorry, Thursday is sold.)
It is VARIETY SHOW . . . WTAR-TV's own
low-cost, spritely half-hour that's doing such "nip-
ups" for Advertisers that it takes two people to
sort the fan mail !
TALENT . . . F.m-Ceed by Jeff Dane, singing
personality who's been on "The Steve Allen Show",
"Toast of the Town", "All Star Review." He's
abetted by lovely Ruth Raye, the combo and a
host of local talent.
To get the full story of VARIFTY SHOW that
sells WTAR-TV's five city* market . . . write or
call your Petry man or WTAR-TV, Norfolk, Va.
CHANNEL
NORFOLK VA
Ri presented hit Edward Pctry & Co., Inc.
financial stability and integrity from
a producer.
An agency, above all else, should
expect a producer of films to mind his
P's and Q's. And there are a lot of
very specific P's and Q's. Here are
just a few of them:
Professionalism — Whether the pro-
ducer is large or small, professional-
ism is a must.
A professional producer can readily
be distinguished from the entrepreneur
with a few7 risk dollars and a yen for
a fast buck, and from the advanced
amateur who has a nodding acquaint-
ance with the business. The really pro-
fessional producer brings to any job
accurate camera work, well-lighted and
well-exposed scenes and smooth editing.
More than this, he should be a
professional commercial producer.
Whether the film is a half-hour trip
through the plant or a 20-second tv
spot, the professional producer never
takes the attitude "Oh well, that's good
enough — after all. it's onlv a commer-
cial!"
This professionalism springs both
from a liking for and an understand-
ing of the advertising, merchandising
or public relations field — and, even
more, a respect for the working film
as distinguished from the entertaining
film. I have found this respect notice-
ably lacking here and there. Most
usually it is lacking in production
firms who have recently entered the
commercial field from the entertain-
ment field. Directors accustomed to
developing a dramatic situation are
puzzled by the requirements of de-
veloping an urge to buy a product.
I .lit ors, who for years have developed
a sixth sense in timing for entertain-
ment films, cannot quickly adapt to
the different standards of a one-minute
spot. The theatrical budget control
man sometimes cannot understand the
niggardly amount of money he is al-
lowed to spend on a commercial.
Performance — The second P that
every producer should mind is per-
formance.
There's a big difference hetween
performance and promises, but too
often an enthusiastic producer-sales-
man takes the attitude that they are
the same. Performance is that extra
ounce ol effort it takes to get a rough
cut done at 2:30 when the client ex-
pects il at 2:.">0. Performance is de-
li\er\ on time within the budget.
Performance is also following through
64
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What requirements most a station have to serve
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split screens, vertical and horizontal wipes (in
fact, anything being done in television today)
offering the finest services available to KENS
and KENS-TV advertisers.
CBS IN SAN ANTONIO
KENS-TV
EXPRESS NEWS STATION
SAN ANTONIO, TEXAS
9 JULY 1956
65
on deli\er\ of good print-, accurately
labelled and shipped to the right per-
son and arriving on time.
People Another P stands for peo-
ple. B) people 1 don't mean person-
alities.
Scientifically, 1 suppose personality
has no \er\ high standing. Unfor-
tunately, personalities are probabl) the
main reason why Agencj A likes Pro-
du< ei \ while Vgencj B prefers Pro-
ducer ^ . I hese preferences too fre-
quentl) are based on nothing more than
;. mutual liking for gin and bitters.
I his attraction of personalities is not
what I mean when I say that an
agenc\ expects a producer to provide
tin- right people for the right job.
To put a high-style director on a
job involving the molecular structure
oj a petroleum polymer is whimsical,
lo say the least. A scenic designer
(If on a Frank Lloyd Wright kick is
hardly the man to do the sets for a
mid-Victorian living room. The di-
rector of 300 one-minute spots is not
likely to understand very well the
problems of an all-dialogue comedy.
NOTICE OF CHANGE
IN REPRESENTATIVES
Effective July 1, 1956, WGN-TV is being represented
on the West Coast by Edward Petry Co., Inc.
All other sections of the country are being handled by
VV< rN-TV's staffs in New York and Chicago.
Our New York ollicc is at 220 East 42nd Street, New
York 17, New York, Ml tray Mill 2-7545. Our Chicago
address is 441 N. Michigan Avenue, Chicago 11, Illi-
nois. Michigan 2-7600.
Please contacl us ai am time for the top availabilities
in Chicago.
Telecasting With
MAXIMUM POWER
From The
HIGHEST TOWER
WGN-TV
Chicago Q
\n\ agency should expect, and
even demand, that the producer assign
his people wisel) to the job at hand.
Now for a few Q"s which we expect
a | producer to mind.
Questions — Not only just asking
questions, but when to ask them.
Too many times when we have
called a producer about a certain script
or scripts. the\ are picked up by a
messenger, \la\be _' 1 hour.- later we
get a telephone call saying these scripts
can be done in five weeks at a cost of
X thousand dollars. Can you blame
the agency if there are some doubts
about this sort of an estimate? How
big is that living room set? Why is
it that big? Who is supposed to sup-
ply that art work in shot six? Who
does the agency want for a narrator —
Joe Doe at scale or Richard Roe at
overscale?
There are other questions of a slight-
ly different type but which can lead
to better interpretation of a script.
For instance — \\ by are the sets so
definitely upper income in tone? Why
so little narration? Why so much?
Questions like these will help the ] pro-
ducer reallv understand what he is
expected to put on the screen and
why.
There is a third category of ques-
tions which we hopefully expect and
seldom hear. These questions, asked
at the right time, are more valuable
than pearls and rubies, and roughly
about twice as rare! They are a plu-
value to the agency.
Not too long ago we were about to
produce a commercial which was then
designed to he shot extei LOl Ml streel
corners, in drug stores, at a bus stop.
Then came a producer question: "Have
you ever thought of doing it with
flats painted to suggest these locations
— just outline drawings?" We hadn't,
lranklv. This producer question as to
treatment lifted the spot out of the
ordinary and lowered the cost to the
client. Producers have a lot of good
ideas and, too frequently, the agenc\
does not take advantage of this pool
dt knowledge.
Quality I it- consider another Q
like the weather, everybody talks
about it. like the weather it differs
From place to place and from time to
time.
( Ince the propel questions have been
isked and answered, anj producer
should l»- able to pro> ide the quality
necessar) foi thai job. After all,
qualit) i- a measure of the suitability
66
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9 JULY 1956
67
of the finished product to the pur-
l is intended to serve. Differ-
ences of quality obviousl) mean a dif-
ference in cost. It is up to the pro-
ducer to make these quality judgments
on the basis of technical knowledge,
the budget, the commercial usage the
film will get. We cannot expect this
whole burden to fall on the producer,
but we do expect him to share it.
There is a time to cut corners, and
thereby quality, and there is a time
when it should not be done. 'I he agen-
cy expects a producer to be flexible
enough to do this.
Quotations — There's one more Q we
expect a producer to mind — quotations.
An agency expects these to be ac-
curate and firm. If there are any
if's, and's or huts involved, we ought
to know about them at the start. Noth-
ing is more unsettling to an agency-
< lieni relationship — and to an agency-
producer relationship — than a sudden
discover) that there's an extra cost
for something.
WHEC
WALLOPS
YOUR
SALES MESSAGE
RIGHT INTO THE HEART OF THE
RICH ROCHESTER AREA!
You pack plenty of sock
when you bat out your
sales message over Sta-
tion WHEC, the Station
that most Rochesterians
listen to most of the time!
We call your special
attention to our consist-
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time hours. ALL of the
Top Ten daytime radio
shows are carried by
WHEC! . . . Write today
for availabilities.
BUY WHERE THEY'RE LISTENING.
WHEC
jfficAetfa
NEW YORK
5,000 WATTS
IVIMIT M.KINNF.T. In, Htm fo.4. Cfcwooo, If E F OXONNEU CO . lot Atwlri So* hoot.
A quote on the price of a ldm, on
a remake or on a new sound track had
best be well considered. It should
be clear and as detailed as necessary.
If you figure there is one day of ex-
terior shooting, say so — but add that
additional location days because of
weather delays will cost so much extra
per diem.
There is another sort of quotation
we expect.
Suppose you have a film contract.
Suppose either client or agency decides
at rough-cut stage to do additional
photography. The agency has every
right to expect a quotation on this
new work within a matter of hours.
1 1 must be okayed and authorized by
the client, and at this point speed and
accuracy are important.
An agency expects quotations to be
accurate, complete and (sometimes)
fast. We normally expect such a quo-
lal i<m in from two to three working
days. Abnormally, an agency may
want it in five hours.
To sum up. an agency expects —
hopefully and optimistically — from a
producer: (1) a degree of specializa-
tion. 12) a readv supply of services
required l>\ the joh, (3) financial
stability.
Those P's and Q's an agency ex-
I ' is a producer to mind: profession-
al i-m, performance, people, questions,
quality and quotations. * • •
ORKIN ON TV
(Continued from page 33)
holders that one poof of the Orkin gun
and the bugs are -one forever. As
Robbin sa\ s:
"So long as groceries are delivered
to the kitchen, so long a~ there are
water pipes, so long as there are care-
less neighbors, so long as food is kept
in the home, there will be insects and
i odents.
There'll be more of them, naturally,
in climates which are hot and/or
humid, which is win opportunistic
Otto Orkin went South in the first
place.
\ Latvian immigrant, young Otto
started out in business helping his
brothei l>\ selling ral poison in small
papei bags from house to house.
Ilii- was in the North, bul as word
of the pest situation in Southern
climes reached him he emigrated even
farther from Lahia to Richmond and
thence to \tlanta.
68
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MORNING WATCH
MUSIC-NEWS-TIME AND THINGS
With Jay Jones
6:00 A.M. till 8:55 A.M.
Monday through Friday
DON WALLACE SHOW
TUNES -CHATTER & STUFF
2:30 P.M. till 3:40 P.M.
Monday through Friday
VIRGIL DOMINIC NEWS
Monday through Friday at
3:00 P.M., 4:00 P.M., 5:00 P.M.
10:00 P.M. and 11:00 P.M.
*0f> RHYTHM ROUNDUP
with Frank Berry, "The Best"
Music for Everybody.
Lots of Fan Mail.
Monday through Friday
10:05-11:30 P.M.
Saturday
10:15 to 11:30 P.M.
• AVERY-KNODEL
Representative
• James P. Walker
General Manager
Orkin's service area todaj extends
throughout the South and Mid-South
! rom coasl to coast. It- i\ ad\ ertis
in all these marketing sections extends
the company's concept of prevent ion
and education. To these has been
added tv's most important ingredient
— imagination.
I he first tv announcement showed
a woman leaping to a couch in hei
li\ ing room as a small mouse made an
un-cheduled appearance. The scare
tactics have been abandoned, as have
live action and live animals.
A spoof of the pest control industry
replaces them. Orkin's object is to
remove from the industry and from
Orkin the long-established stigma as-
sociated with exterminators.
Orkin advertising features bug vil-
lains and Otto the Orkin Man as the
hero "in stirring dramas of life and
death in the insect world." Otto is
an animated spray gun, and the in-
sects inevitably meet a timely end.
In 20's and 10's. Orkin tells of the
exploits of Otto the Orkin Man in corn-
pan) with the pests he is routing. The
two most popular animated pests are
Legs the Repulsive Roach and Rags
the Ruinous Rat. Legs, Rags and Otto
zip through "which-way-did-they-go"
sequences in such thrillers as The Ter-
mite Tutor, The Roach Coach and The
Pirate Ship.
The story lines are dreamed up by
Mrs. Anita Ritchie, assistant advertis-
ing manager of Orkin and mother of a
two-year-old who inspires her story-
telling techniques.
They must be pretty good ones, if
\ iewer interest is evidence. Says Rob-
bins: "Rags and Legs, while villainous
and depraved, are nonetheless very
lovable" — according to their fans.
"Even though Otto always gets the
best of them with his spray gun, and
they're done away with at the end of
each commercial, they always bounce
back with new rascality in the next
announcement. Our viewers like it
that way."
Orkin and/or Otto identification is
solid with both youngsters and adults.
Hundreds of school children each
year write fan letters or some other
form of testimonial to the popularity
of the animated threesome. \ oungsters
throughout Orkin's operating area sing
the Orkin jingle, "I'm Otto the Orkin
Man. " which sounds like "Popeye the
Sailor Man" and is a tag to every an-
nouncement on tv.
Winnah!
WE at Song Ads are proud of winning
the 1956 Sweepstakes Award in the
Advertising Association of the West
Radio Commercials contest ... plus 3
other Radio and TV- film awards. The
Southern Pacific radio spot, produced
under the supervision of Foote, Cone
& Belding, was chosen best out of 86
radio entries submitted by the West's
leading agencies, producers and sta-
tions. Agency and sponsor report "very
successful" results from this test-cam-
paign spot.
REGARDLESS of awards won, every
radio and TV commercial produced at
Song Ad Film-Radio Productions re-
ceives the best attention of our talent
and experience. That's why so many
sales winners come from our shop.
And no doubt that's why Song Ad
commercials have won top A AW hon-
ors for the past three years.
THE BOX SCORE
Song Ads won the following AAW Awords for Radio
and TV Film Commercials:
1st Place — Southern Pacific, through Foote, Cone &
Belding.
Honorable Mention — Eastside Old Tap Lager Beer,
through J. Walter Thompson.
Special Award — Burgermeister Beer, through BBDO
"For effective continuity of an established theme."
TV Honorable Mention — Jet Glass Water Heaters,
through Hixson & Jorgensen, Los Angeles.
Grand Winner — for outstanding radio commercial of
all categories (Vancouver Ad Club Award) — South-
ern Pacific, through Foote, Cone & Belding.
SONG AD
FILM • RADIO
PRODUCTIONS
6000 Sunset Blvd., Hollywood — HO. 5-6181
Russ Bldg., San Francisco — SU. 1-8585
9 JULY 1956
69
Orkin has an automatic testing de-
■ , ■ i \ m announcement it buys in
ever) market. Explains ad manager
Robbins:
"All we have to do is see how many
phone calls we get. Foi some inex-
plicable reason, hoards of small fry
are moved to rush to the phone, look
up Otto's number and call him. Be-
cause of cur t\ advertising, man) peo-
ple think Otto the Orkin Man is our
corporate name, so we're listed that
wa) in telephone directories in tv
cities.
""Our telephone operators have been
instructed to handle all of these calls
as patientl) a^ possible, and to do
nothing to offend our loyal following.
The situation has almost reached Santa
Claus proportions in some areas.
"When the Orkin truck appears, and
we have Otto as well as the Orkin
name in I'iu hold lettering, the kids ex-
pecl Otto to leap out and start spray-
ing. We've given serious consideration
to equipping our local servicemen with
some type of head-ear in keeping with
the tv trademark of Otto the spray gun
to please the children."
\- Orkin moves into new service
localities, it places business on tele-
vision in those ana-, from one station
in 1950. Orkin moved to five in 1951,
eight in 1952, 27 in 1953, 90 in 1954,
95 in 1955 and 104 today. The state
in which the most stations are pur-
chased is Texas, with 16. followed by
Georgia with 10, Florida and Louisiana
with nine each, Missouri, North Caro-
lina and Tennessee with eight each.
Elements in Orkin's formula for
using tv announcements:
• For every 100 announcements, 75
are 10-second, 15 are 20-second and
10 are 60-second. The balance before
1956 was about 90« - for 20's and 10?o
lor minutes.
• Class "A" and "AA" time, divided
among seven days of the week.
• Equal copy emphasis for pest con-
trol services and termite operations.
• Rotation of the animated film car-
toons seasonally.
• Live action commercials are no
longer used.
• Emphasis on the swarming sea-
sons, primarily from January through
the month June.
you're right
on 0*ue!
No need to fluff your lines. There's
only one CUE to follow when your
stage is set in Akron. Why, they
love us in our own home town (see
our Hooper) . . . one CUE from
us and they'll love you, too.
more MUSIC
more NEWS
more OFTEN
mcue
Akron'i only independent ..we're home folk*
I IM I I LIOT, VrcliJcnl
John E il Ropre'.cnlalivcs
70
• Production of all tv films in color
for future use.
The company started in tv with 60-
second announcements, because it felt
il needed to tell a more detailed story
in its first application of television.
Now that the name is well established
in its tv market areas, Orkin has
shifted emphasis onto 10- and 20-sec-
ond announcements.
These short announcements are used
as reminders, and as quickie attention-
getters. They are placed at a satura-
tion rate during the '"peak" season for
pests, but in some cities they're aired
all year 'round.
Tv buying is matched to the pace of
the influx of insects. From February
through May. when termites are swarm-
ing and building new nests and when
warm weather and spring rains en-
courage insect breeding, tv turns on
the heat. The slack-off period is Octo-
ber through December, as shown in
this month-by-month comparison of tv
dollars spent in 1955:
January ....#20.756 Julv $26,694
February .. 20,160 August 26,776
March 27.937 September.. 24.651
April 28.283 October .... 8,671
May 29.036 November.. 6.847
June 27,244 December.. 7,347
All of the 20's and 10's feature some
variation of the bug melodramas. The
series, starring spray-gunning Otto,
Legs and Rags, was put on film by
three different production firms. Thev
are Pyramid Pictures in Atlanta, Mo-
tion Picture Advertising Service in
New Orleans and Kling Studios of Chi-
cago.
All the 10's and 20's are directly
aimed at the exterminee, the house-
holder. The longer 60's, however, are
angled toward getting a particular
Orkin message to builders as well as to
householders. The companv needs the
longer commercial to sell a conipleteh
new concept which it has pioneered.
The South has a perennial housing
problem because of termites. To com-
bat them. Orkin has developed a prod-
uct and a system known a> Orkin-Tox.
Its a system of built-in termite con-
trol, by which the land is sprayed be-
fore a house is built, all of the wooden
joints and sections within a certain
radius of the ground are sprayed be-
fore they're assembled, and a series of
pipelines is installed for post-construc-
tion sprav ing should the need ari>e.
The minutes in behalf of the Orkin-
Tox process are building consumer un-
derstanding of a new idea, acceptance
SPONSOR
of it and a demand for it. The tv an-
nouncements also solidify the Orkin
position with builders and realtors
throughout the South and West. Al-
though Orkin-Tox accounts for only
a small part of total sales, the com-
pany sees this as a vastly growing
part of its service.
Everyone is a prospect for some
type of Orkin service, says Robbins.
"Tv spots afford us an opportunity to
hit all segments of the viewing audi-
ence. We like announcements better
than a program, for example, because
in all probability a program would be
a filmed presentation for a specific au-
dience.
Orkin tv advertising is designed to
spark consumer action along these
lines: The housewife sees the Orkin
commercial. She looks up the number
of Otto the Orkin Man in the yellow
pages of her phone book, as suggested
in the commercial. She makes an ap-
pointment for an Orkin inspection and
an estimate by a service man in her
city. She signs an annual contract.
How have Orkin's sales grown?
Ad Manager Robbins reports that
1953 sales were up 10.47' < over those
of 1952; 1954 was ahead of 1953 by
20%, and 1955 showed a gain of
25.83 r; over 1954. In 1955, no month
in the entire \ear made less than a
1 7' '( gain on the same month for 1954.
May and June for example, shot ahead
more than 28','. August 29', and
September 32' ', .
Reporting on tv results, he says:
'"Where we have been able to make
concrete surveys, we've determined that
7u' , of our unsolicited business com-
ing in over the telephone is a direct
result of television."
Company operators and servicemen
ask all persons who telephone why they
called Orkin.
"Invariably, they say it's because
of tv." Rut Robbins adds this realistic
qualification : "If you explore the situ-
ation, you'll find they've been seeing
Orkin on tv for several years, but they
only recently saw bugs."
It's difficult to get householders to
call Orkin, or any exterminator, before
they see bugs.
Orkin's advertising is fighting for
this pre-bug prevention treatment, but
it's also aimed at getting business from
those who actually do see bugs.
Wherever the business is coming from
Orkin gets an estimated 109; of the
total exterminator sales volume in the
A/OtV EVEN MORE THAN EVER
St6c6foK4, TJttet ^.ittettect ta Station
HOOPER RADIO AUDIENCE INDEX
STOCKTON, CALIF. JANUARY- MARCH, 1956
MONDAY THRU FRIDAY
7:00 A.M. -12:00 NOON
RADIO
SETS
i:i '."/■:
c
N
KSTN
A
M
OTHER
AM & FM
SAMPLE
SIZE
l»f.8
17.9
h.z
47.2
13.0
9.3
8.h
9,707
MONDAY THRU FRIDAY
12:00 N00N-6:00 P.M.
RADIO
SETS
IN USE
c>
r\\
KSTN
A
M
OTHER
AM & FM
SAMPLE
SIZE
10. %J
*o.l
7.3
35.0
15.1
9.5
12 >
12,026
Spring 1956 Hooperatings
show KSTN increases dominance
of *Stockton Radio Audience.
^America's 92nd Market
7Hu4ic • Tteutf, • 0PeMo*uUit£e&
' Represented by Hollingbery
KTHT SALUTES HOUSTON'S
OUTSTANDING RADIO
PERSONALITY
TED NABORS
Celebrating 25 Years of
Selling and Merchandising
Your Clients' Products
Sell with his
i Wt«*!?25^
6 Days A Week -5:30 to 9:30 A.M
Houston's Music,
News, Mystery and
Sports Station
REPRESENTED NATIONALLY BY
PAUL RAYMER CO.
MUTUAL FOR HOUSTON AND SOUTH TEXAS
9 JULY 1956
71
I . S. I his is a Fortune estimate, and
our which Orkin quotes but does not
substantiate or dispute. \ll Orkin says
is thai it s the largest pest control
business operating todav .
One of the reasons for its continual-
ly swelling sales figures is that it
doesn't miss a merchandising play.
Within weeks after the u campaign
started thundering through at the local
level, Orkin adapted it- Otto the Orkin
Man I\ motif and its tv characters to
other promotions.
It lends Otto the Orkin Man service
uniforms to people who want them for
costume parties. Otto shares equal
hilling with the company's diamond
trademark on its fleet of trucks. He
gets star treatment on the company's
Christmas card, and he's featured in a
shoulder patch worn by each service
representative. These patches are now
being shipped out to all Orkin
branches through the countrv.
The tv trio. Otto, Rags and Legs.
even dominate Atlanta's famous Peach-
tree Street. Otto the Orkin Man. with
his spray gun head, is a towering fig-
A SPECIA1
TELEVISION
AUDIENCE
"EPORT
i in- si: 20
KANSAS COUNTIES
KANSAS
am: dominated
by wiiiw-tv
TOPEKA, KANSAS
Ben Ludy, Ccn. Mgr.
WIBW & WIBW-TV in Topcka
KCKN in Kansas City
Rep Capper Publications, Inc.
Take
SUNDAY
for example!
All day Sunday — from early
morning until midnight — this
A.R.B. report shows WIBW-TV
the most-watched station in the
20-county TopekAREA.
or
SATURDAY
On Saturdays, from sign-on until
6:00 P.M., WIBW-TV has the
lion's share of the audience. We
lose only nine quarter-hours to
five other stations in photo
finishes.
or
ANY
WEEK DAY
We can'l show you all the ex-
amples ol WIBW-TV's daily
leadership. Why not study your
A.R.B. for the TopekAREA and
apph voui own buying "yard-
sink?" Based on a cost-per-
il ion s.i i id viewing homes, \VI II W
I V will he your automatic first
( hoice.
CBS
ABC
Tho Kansas View Point
ure on a huge outdoor sign in the
heart of Atlanta. He's aimed directly
at Rags and Legs, and the only two
legends on the billboard are "Watch
for me on tv" and the name "Orkin"'
without any additional identification.
A General Outdoor Advertising sales-
man, when signing the contract for
the moving, lighted spectacular, com-
mented that the billboard was selling
tv rather than Orkin because of the
short copy. Orkin knows better.
Otto and the insect cartoons are also
translated into all direct mail adver-
tising, into dealer and consumer pro-
motional material and letterheads, into
educational booklets and into give-
aways. Two of the giveaway items
which delight the youngsters are a
small plastic key chain with a red fig-
ure of Otto and a cardboard pistol
termed an Otto-Matic Pop Pistol.
The entire advertising program is
supervised and developed bv Robbins,
a young ad executive still in his 20's.
A transplanted Yankee, he's been with
Orkin since 1953. Before that he han-
dled advertising and sales promotion
duties for Westinghouse in the South-
east district.
Here's a list of the total advertising
and promotion activities which he di-
rects for Orkin. with the total amount
Orkin spent on each last year:
Television. $273,994.89; telephone
directories, $147,703.35; newspapers,
$6 1.1 77.17: sales helps (giveaways),
£30,233.65; radio, $20,452.04: direct
mail. SI 7.509.77: periodicals, $7,173,-
83; public relations, $6,254.29; trade
journals, $2,188.89.
These charts show in dollar terms
how the total annual advertising bud-
get has grown since 1950. when tv ca-
used for the first time; included are
the annual investments in the four
basic media, newspapers, telephone di-
rectories, tv and radio.
I 'C. I
l<>.-»2
I 953
195-1
1 952
L953
1954
Orkin
has giou it live-fold since 1949, the
Television
Radio
$ 69.387
85,084
126.700
2 1 7.364
273.672
7 1,589
18.147
26.300
10.791
20.341
Telephone
Newspaper
directory
9«.777
1 10.0 18
69,945
49.761
59,945
43,132
55,650
90.300
113.377
147.089
nual advei
tisinii budge
before the tv debu
12
SPONSOR
1919
$112,488
1953
$366,045
1950
177,615
1954
515,283
1951
252,297
1955
566,677
1952
343,709
Radio advertising has been used by
Orkin periodically over the years. Al-
though the company plans no major
expansion into local radio, it has some
interesting results from its purchase of
announcements in several markets.
"About a year ago we began experi-
menting with saturation campaigns,"
says Robbins. "In Charlotte, N. C,
vse cut our tv schedule to one ID week-
ly and bought 30 60-second announce-
ments per week on WSOC.
"In what is normally our slow sea-
son, we experienced a marked increase
in household pest control contracts. As
near as we can determine, one-fifth of
our new. unsolicited business \\a<
traced to this schedule. We were very
pleased, to say the least. And the in-
crease in business was detected only
three months after the schedule started.
"We are still experimenting. We
have used similar campaigns in
Phoenix and Birmingham, each with
notable success. An interesting de-
velopment in Birmingham was the fact
that a good deal of the new business
leads turned over to us by the station
were from outlying areas."
Robbins also points to what he terms
a lucrative aspect of small town radio.
"These are the schedules on which
we have allowed a local personality to
deliver our announcements extempo-
raneously. We've found that the an-
nouncer tends to localize the nature of
a sponsoring company.
"Inasmuch as small-town competi-
tors like to take pot shots at us, any-
thing we can do to identify ourselves
with a small community is extremely
helpful. Radio accomplishes this to a
greater degree than does television."
Tv advertising, however, without any
doubt will get the bulk of Orkhfs ad
budget in the future, as it does at the
present time.
"Our managers are agreed on one
point for sure," says Robbins. "They
all think television is the best salesman
of all!"
Although headquarters guides all ad-
vertising decisions and carries them
out when they've been made, the actual
decisions are finalized at the local level.
All tv business is placed locally by
Atlanta headquarters.
Here's why.
"Because of the seasonal nature of
i hi r business, we feel that our local
branch manager can keep in close
touch with the advertising program
and see that it is geared to local needs.
Operating on a budget of about three
per cent of sales, we think this mone)
in the hands of our local manager en-
( mirages initiative and incentive. He
can bargain at the local level with our
advertising dollars because what bene-
fits Orkin benefits him. and vice versa.
"I .!■ li branch has indiv idual prob-
lem- peculiar to the locality . and ea< h
manager i- encouraged to make
ommendations. They all recommend
i\ . however. I he verj mention ol
ducing a u -. hedule in anj cit) is like-
K to bring a barrage of letters, wires
and telephone calls."
Orkins has an agency, Bearden-
Thompson-Frankel, Atlanta, to handle
placement on all telephone director)
advertising. * * *
again
WFBC-TV^Swamps Competition
in Carolina 5-County Pulse Survey
LATEST AREA PULSE SURVEY OF TELEVISION AUDIENCE
(5 Counties) SHARE OF TELEVISION AUDIENCE
TV S«U
Station
Station
Station
Other
Time
In Use
WTBC-TV
B
C
D
Stations
SUNDAY
12 Noon-6 :00 P.M.
35.7%
48%
24%
15%
8%
4%
6:00P.M.-Midnight
51.3%
55%
23%
16%
2%
4%
MON. THRU FRI.
7:00 A.M.-12:00 Noon
13.2%
64%
36%
0%
0%
0%
12:00 Noon-6 -.00 P.M.
25.5%
61%
21%
15%
3%
0%
6:00P.M.-Midnight
46.0%
56%
18%
17%
3%
6%
SATURDAY
10:00-12:00 Noon
32.5%
70%
30%
0%
0%
0%
12:00 Noon-6: 00 P.M
27.3%
51%
31%
12%
2%
4%
6:00P.M.-Midnight
54.6%
58%
16%
15%
6%
5%
"The five counties are Greenville, Anderson,
Greenwood, and Spartanburg, S. C, and Bun-
combe (Asheville), N. C. . . . counties with Popu-
lation of 611,400; Incomes of $787,290,000; and
Retail Sales of $549,606,000.
For further information about this PULSE
SURVEY and about the total WFBC-TV Market,
contact the Station or WEED, our National
Representative.
"The Giant of
Southern Skies"
NBC NETWORK
WFBC-TV
Channel 4 Greenville, S. C.
Represented Nationally by
WEED TELEVISION CORP.
9 JULY 1956
73
ESPECIALLY
when they're '
listening to your
commercials
and in the
Portland, Oregon Market
KOI N- Radio
delivers
7
MORE
audience
than any other station
SOLID LEADERSHIP
-J? Morning, Afternoon, Night.
-yf 46 of the 48 top weekday
cjuarter hours.
"vT All 10 top daytime shows.
•March-April 1956 Pulse, Inc.
Portland Metropolitan Area.
KOIN
Radio
Portland, Oregon
Rcprctenlod Nationally by
CBS Radio Spot Sales
SELLING CANDIDATES
{Continued from page 28)
Says Norman : "The National Com-
mittee picked the issues, but even so
we can't really make final plans at this
point, not until after the convention
when we've got a candidate. It's the
candidate who has control over the
form and technique of campaigning.
\\ e could, for example, develop a whole
system of attacking the opposition, but
the candidate might not like it. So
what we're doing right now is writing
about four announcements on each
issue, one for each likely candidate.
Of course, they're rough and in outline
form. And were picking and reserving
studios so that we can get rolling im-
mediately after the convention. Then
we're preparing for two hectic weeks
of filming."
Norman adds that the Democrats are
working under a handicap since their
candidate is not yet determined and
won't be until a short 10 weeks before
Election Day. "Actually the Repub-
licans were able to put things on film
for four years," he adds. "Certainly
they can be active now. What we're
planning is to have our tv and radio
people and our copywriters right in
Chicago at the time of the convention
and nail the candidate with our 'pre-
sentation,' if you will, the second he's
nominated, so that we can put the stuff
he approves into final form."
NC&K executives on the Democratic
account point out some of the major
differences between handling a product
and handling a political campaign.
"You can't compare product marketing
and candidate selling," says Norman.
"Take our new Hudson Paper ac-
count, for example. Well, after meet-
ings with the client and an intensive
study of their distribution and sales
patterns, those of our people on the
account, who ve all had similar experi-
ence anyhow, can give the client com-
plete marketing counsel. That's not
the case with politics. Here, we pretty
well have to rely on the Democratic
National Committee. Those people
know precisely where there's a crucial
election and where they wanl theii
money spent. We just tell them how.
Network versus spot or radio versus tv
are within the agency's province. One
thing we can sa) even now, and that's
thai well he using one hell of a lot ol
iclc\ ision.
I imeliUN inn strategic. Megjjie Scliuc-
'•O
Especially when
they're watching
your commercials
and in the
Portland, Oregon Market
KOIN-TV
delivers over
TWICE
the audience of
any other station !
ABSOLUTE RATING LEADERSHIP IN
EVERY PORTLAND AUDIENCE SURVEY
• 52.8% Share of Audience
• 14 out of Top 15 Weekly Shows
• 9 of Top 10 Mon.-thru-Fri. Shows
(ARB, Portland, February 1956)
EVEN GREATER LEADERSHIP
OUTSIDE PORTLAND
(Check this Salem, Oregon 1936 ARB
Metropolitan Area Report)
86% watch KOIN-TV most before 6 p.m.
86% watch KOIN-TV most after 6 p.m.
MORE PROOF KOIN-TV IS YOUR
BEST BUY IN THE OREGON MARKET
KOIN-TV V
Channel 6
Portland, Oregon
Represented Nationally by
CBS Television Spot Sales
74
SPONSOR
another
FIRST
in Montana
KGVO-TV
Missoula, Montana is
programing LIVE via
micro-wave.
This Assures Even
MORE
Loyal Viewers
•
Your Best Buy Will
MAGNIFY YOUR SALES
IN THIS STABLE $170,491,000
MARKET
„ University City
■TV || • .
Rich Lumbering and
MISSOULA J*. .Agricultural Area
167 Mountainous Miles from Spokane
V.
KASH-BOX
JACKPOT STATION
#
Over $4,000.00 in KASH
won by WVET listeners
in two months. ..the
LARGEST give-away ever
promoted by a local sta-
tion! Ten thousand label-
endorsed entries in three
months! Your clients, too,
can cash in on WVET in
the rich Rochester-West-
ern New York market.
5000 WATTS
IN ROCHESTER, N. Y.
Represenfed Nationally by
THE BOLLING COMPANY
bel attended a meeting with Walter
Craig and other agency executives in
Washington on 20 June to discuss
broad media strategs and approaches
to selling the candidate.
"So far we only know we'll want so
mam half-hours, so many five-minutes
on network and so much spot," says
Reggie Schuebel. "We don't know yet
what shows we'll want to preempt how-
ever.
Expected use of five-minute telecasts
by both parties is likely to cause a
major timebuying problem. CBS TV
and NBC TV both insist that only Live
network tv shows may be shortened,
rather than preempted as a whole.
ABC TV, on the other hand, is willing
to go along with 25-minute film shows
to accommodate five-minute political
telecasts, providing network, sponsor
and agency are given sufficient notice.
However, the additional production
costs make a five-minute Class A pre-
emption impractical on a large scale.
Broadly, the aim is to preempt those
network tv shows where no agency
commission or talent charges will have
to be paid. Under the most recent
NBC TV contracts, likely to be followed
by ABC TV and CBS TV as well, poli-
tical candidates can preempt shows
with 45-day notice and not pay talent
costs or agency commission for the
preempted show if the contract between
the network and client to be preempted
states that, say two out of 52 shows
are open to network preemption.
"In tv I'm interested in getting the
strongest nighttime shows, of course,"
Reggie Schuebel told SPONSOR. It's
logical that we'd want a readymade
audience, since these are all one-shot
buys.
"Spot buying for a candidate is the
same as buying it for a product, except
that we've got to do our political buy-
ing in much more of a hurry since we
can't do anything until after the con-
vention," says Reggie Schuebel. "The
issue to be discussed in an announce-
ment pretty well dictates what audience
we'll want to reach, and the candidate
dictates the issues, so you can see
we're still at the beginning of our plan-
ning. The Republicans are ahead on
that score because President Eisen-
hower can approve definite plans now.
But that doesnt worry me too much,
because anything they can get. I can
get too."
Says Walter Craig: "Advertising
suggests repetition and pounding and
SPONSOR
GOES
WEEKLY
2 NOVEMBER
WITH
A
FOUR-POINT
EDITORIAL
PROMISE
1. essential reading
2, useful reading
3. fast reading
4, pleasant reading
A complete weekly
wrap-up in depth
for very bus) executives.
9 JULY 1956
75
driving a point home. ihis is very
different from the warm exposure of a
personality in people's living rooms, as
we intend it. We don't expect to use
a *\ ote for Joe Doakes' plus picture of
a full dinner pail type approach. In
fact, I.D.'s aren't suitable for anything
more than "Don't forget to vote, but
certainl) not for introducing a man or
his principles.
Among the fundamental rules for
using lv that Norman and other \(a\K
executives feel they'll have to uet across
to the Democratic candidate is tin- type
of recall l\ produces. "If a guy makes
■ us 30-minute speech on heavy
issues, hnt ends it with a 30-second
joke, people will forget the 30 minutes
and remember only the tagline. " says
Norman. "It's no wonder t\ i- the
medium of the comedian. But this
could he a danger in making political
speeches. "
The filming of announcement- land
there will he 2^- as well as minutes)
will he handled this waj according to
Craig: "\\e'\e made arrangements
with all the avowed Presidential candi-
dates to have their complete time for
two -olid weeks within a week of rest-
ing after nomination. Within seven to
10 days after 20 August, we'll he shoot-
ing the films — day and night. And I
can tell you one thing: We insist on
having Democrats working on the films
from top director to cameraman. After
all, some of the sharpest editorializing
can he done with a camera angle."
Republican \ational Committee
(through BBDO I : Plans are not as
finalized at BBDO as the Democrats
suspect. President Eisenhower's recent
illness has thrown off a lot of the
earlier plans. Logically, the President's
illness throws t\. particularly network
appearances, into still greater focus,
since network exposure is less taxing
than touring the country at a rapid,
campaign clip.
Republican strategy is being super-
vised hy BBDO account man Carroll
Newton, and two assistants, Crant
Flynn and Ralph Long. Frank Silver-
nail. BBDO manager of station rela-
tions, is the timehuying strategist. At
sponsor's presstime there was a tempo-
rary lull in activity on the Republican
account. Carroll Newton left on 25
June for a three-week vacation, indi-
cating that the Republicans too are
planning to wait until after the con-
vention before plans firm up.
On tv, the Repuhlicans have pre-
empted the following time slots:
20 Septemher. Thursday 9:00-9:30
p.m. NBC T\ People's Choice, Borden.
12 October. Fridaj 930-10:00 p.m.
NBC I \ Big Story, American Tobacco.
16 October, Tuesday 9:00-9:30 p.m.
ABC TV program TBA. General Elec-
tric
They have also preempted six or
seven other half-hours on NBC 'I \ .
three half-hours on (IBS l\ plus one
full hour on 5 November (as in the
last election) on all three networks
from 11:00 p.m. to midnight.
Spot plans include a heavy satura-
tion of Negro radio stations during the
nine-week period preceding Election
Day. Some 150 announcements will he
run on each station during that period.
The Republican National Commit-
tee's Harry Beaudouin, assistant to Lou
Guylay, director of public relation-,
stresses that the agency will function as
technical advisers only : 'There's long
been a misconception on what our
agency does for us. They're not in on
policj formulating. Thej buy the time
and they're a convenience. After all.
I can't deal with the networks out of
Washington, so I need an agency to
represent us."
BBDO executives stress that no ac-
tual filming for the Presidential cam-
paign has been done yet, nor can be
done until after the convention. How-
ever, some 50 or 60 productions being
filmed now hy the Republican Con-
gressional Campaign Committee give
an indication of the tenor of the forth-
coming Repuhlican Presidential cam-
paign. One of these is a 15-minute
show entitled, "These Peaceful Pros-
perous Years," and t\ audiences will
"All you have to do is listen to KRIZ
Phoenix and learn how to do it
yourself."
76
SPONSOR
be exposed to it starting very shortly.
The script of this 15-minute film
deals with "an average American fam-
ily going about their daily living under
a Republican era of peace." Against
a soft musical background, a family
of four moves about in an American
home lulls equipped with the most
modern conveniences. The narrator
talks about what the Republican Ad-
ministration means to each member
of the family "to \ ou. Mom ... to
you, Junior . . . and to you, Sis."
The drama ends with a voice sa\ ing,
"(live Ike a Republican Congress,"
and the film then shows President and
Mrs. Eisenhower singing a "God Bless
America."
The duet, incidentally, was filmed
and recorded on 20 January when the
Eisenhowers sang it for "Salute to
Eisenhower" dinners over closed-cir-
cuit tv.
Commented Ted Bates' chairman of
the board, Rosser Reeves: "It's a
natural. Mr. Eisenhower is a simple
and devoted man. He would sing
'God Bless America.' '
Other films in this series designed to
give the Republican Presidential can-
didate a Republican Congress range
from 10-second cartoon jingles to other
15-minute productions that are per-
sonalized introductions of the candi-
dates.
A separate Presidential campaign
group, Citizens for Eisenhower, is
being handled by Y&R. • • *
SPOT RADIO $ FIGURES
(Continued jrom page 27 )
Release of these first figures on na-
tional spot radio spending, however,
may be the door-opener which will
lead to fuller revelation on spending.
Says Adam Young, "We consider
this nothing more than a first step,
but I couldn't even hazard a guess as
to when the second step will be taken
or what that step will be."
Almost everyone agrees that the sec-
ond step has to lead to development
of two types of information: ll) de-
tailed data available on the names of
advertisers and what they are spend-
ing on national spot radio, with I 2) a
breakdown of individual products and
the amount spent by each.
Today, a Lever can find out what a
Colgate is doing in all major media,
including spot tv. For the radio spot
figures to be really workable and most
useful, there must be a similar break-
down. TvB has this breakdown. It
al-o ba- an anah-is as I" | lucl
category (food, drugs, etc.) spending.
Adam Young, in commenting on
possible techniques for development
of advertiser and product information,
dix us-ed collei tion ol raw data from
station-.
"Actually, if we could get account-
by-account information from the sta-
tions in the top 35 or 50 markets
where advertisers are tending to con-
centrate their spot radio buying, wr
could project to national figures quite
easil) . I In- would involve the lull
coopei .it i"ii of about 200 stations."
Early in 1955, SKA attempted to
ooperation from between 600 and
700 radio -1. ih. .ii- and asked tbrin if
thej would provide lull detail- on
national -pot l>u\> which lbe\ carried.
Less than 30' agreed to cooperate.
SR \ - formula for arriving at a na-
tional spot radio spending figure i-
being kept under wraps. It- working
with tin- well-known accounting firm,
Price Waterbouse & Co., to make the
monthly total buying figures a- unchal-
lengeable as possible. \nd it doesn't
y \ , *U
' I
*fr
Vi
ud in Keniijufy-
(fThe Blue-Chip Buy in the Bluegrass State"
WAVE-TV
CHANNEL Q LOUISVILLE
FIRST IN KENTUCKY
Affiliated with NBC
|mk:|spot sales
Exclusive Njuon.il Keprewnulive*
Romance and glamor aside, there's one
Kentucky institution you can't afford to
miss. It's WAVE-TV, first by jar, in
Kentucky and Southern Indiana television.
First In CHANNEL — Brilliant Channel 3!
First In COVERAGE — Effectively serves
173,000 more TV families than
Louisville's second station !
First In PROGRAMMING— The best from
N BC, plus t i) p note h 1(K al
showsl
First In ADVERTISING— Carries more local
and national advertising, year in
and year out, than Louisville's
other TV station!
First ON THE AIR — More and better ex-
perience, by more than a year!
9 JULY 1956
77
In The West
The Best
Negro Market
Buy!
:*ST
rOC^
\ B C REMEOy
%" Co«PANV
^ Cr
EX- LAX <:<>■
1 ,
;#* CARNAT|ON M,LK
,RD DEALER ASSOC >Q
^
OV
CHEV
?*^
SSOOATIOM
i**
ROUET oeALe«s A
^ RCA CORPORATION
"'*«.
ALL— PURE MILK v«s
1^
stot
HAMMS BEER
94% NEGRO
PROGRAMMING
KSAN
SAN FRANCISCO
RICHARD BOTT, Station Manager
Roprosontod Nationally by
Stars National Inc.
want anyone to have access to an)
part of the files or the information in
them. This is to protect SRA, its
member representative firms and their
niemliei stations.
I he procedure, generally speaking.
follows these lines.
SR \ - 14 members have gotten co-
operation from all of the radio sta-
tions represented by them. The sta-
tions at the end of each month com-
pile account names and gross dollars
spent during that month. These re-
ports go iliicctlv to Price \\ aterhouse,
ami the) are accessible to no one ex-
cept thai company's employees. SI! \
and none of its members have access
to files or information in them. The
onlj information released to SRA is
that which is released publicly : the
total national spot spending figures
by the month and for the same month
the previous year.
The stations report only on per-
formance during the month — business
which was actually aired. New busi-
ness signed during a month is not
added into total billing figures until
the business has been on the air.
It takes Price Waterhouse several
weeks to gather and compile all the
station information, correlate it, pro-
jecl it to national figures and arrive
at a monthly total.
The 14 SRA members who cooperat-
ed in the project:
\\er\-knodel. Inc. John Blair &
Co., Broadcast Time Sales, Thomas F.
Clark Co., Harry E. Cummings, H-R
Representatives, Inc., The Katz Agen-
cy, The Meeker Co., Art Moore &
Associates, John E. Pearson Co.,
Petri s. Griffin, Woodward, Inc.. Radio-
T\ Representatives, Inc., Weed & Co..
and Adam ^ oung, Inc.
SR \ declines to reveal the number
of stations represented b) its 11 mem-
ber firms. \ sponsor estimate of
Stations is from .">()() to 600. Billing on
these outlets is said to represent about
• >0', of all national spot business in
radio field.
I'lir actual formula which the com-
pain u>es in calculating total spending
is likewise being kept confidential.
SI! \. however, states ii has tested
the formula and found it to be accu-
rate u iiliin one per cent. IPs believed
thai the formula is -eared to three
elements.
The) are i 1 i official FCC figures
on spol radio expenditures, as report-
ed to the I lommission annuall) l>\
ever) radio station, (2) the percent-
t3r«J TV ft
IARKET » '
* CBS UPOBT TO tec PIC 10SS
n>n G->viK3 D
a O,. Son C
I ■ mutates tfei
tJ3»ul"ttlWitWl1IU!tfat!
I UKiSpltK Ittlrrdiip »j rirrf mSici
» (rmcir Winn m sk«i ion It kl
Edward Petry & Co., Iftc
r ...: ": <\
Here's
LEADERSHIP!
ARB proves WILK-TVs Leadership in the
rich Northeastern Pennsylvania market area.
WILK-TV reaches 207.823 ot the 241,154 TV
sets in its primary coverage area, better than
86V
Here are the facts, as reported in ARB's 15-
county regional survey (March 25-31. 1956*.
The figures quoted are based on the top
time period from 5 P.M. to 11 P.M.
FIRST PLACE
1
JUARTER HOURS
WILK-TV
71
Station "B"
65
Station "C"
32
Station "D"
1 (tie)
TOP audience at LOW
sand! GET THE FACTS
cost per thou-
1,000,000 WATTS
Wilkes-Barre
Scranton
Call Avery-Knodel, Inc.
78
SPONSOR
age of this total which is handled by
its members and (3) projection of the
current total reported by SRA mem-
bers' stations to a national figure.
Young is one of many industry ex-
ecutives who think some kind of spot
radio spending formula can be evolved
from material submitted by stations.
Sherril Taylor, vice president in
charge of promotion for Radio Adver-
tising Bureau, thinks such a sampling
might be feasible.
RAB for several years has mulled
the possibility of conducting its own
sampling of radio billings by question-
ing its member stations. The project
has been in limbo for at least a year,
but with release of the SRA figures
there's a stronger likelihood that RAB
will seek to expand and/or implement
them within the next few months.
Radio Advertising Bureau, how-
ever, is as interested in getting local
radio figures as it is in finding out
what national spot billing is. Taylor,
in discussing the need for both sets of
statistics, said "We have to know local
figures if " we are to compete with
other media. Spot radio figures, alone,
are not radio's answer."
The trade group's membership, at
this point, numbers 800 stations. Tay-
lor suggested the possibility that a
cross-section of RAB stations might
comprise a projectable sample. This
would necessarily have to stem from a
careful selection of certain stations for
size of market, power or facilities, type
of community, and many other con-
trolling factors.
SRA's first step in reporting na-
tional spot spending is bound to cre-
ate a lot of comment and interest, and
probably lead to bigger and better
things in terms of more figures. So
thinks Larry Webb, SRA's managing
director.
"We still think the stations are the
most natural source for this type of
information. Once they understand
how simple it could be, and how non-
competitive it is under the Price Wa-
terhouse arrangement, we think more
of them will be willing to cooperate
should we or anyone else decide to
extend this project."
He hazarded a guess that a station
employee, working from the station
log, could compile all of the neces-
sary monthly data as to advertiser,
product, amount spent and type of
buys in about two hours.
Webb is now working with the
American Association of Advertising
\-fii<ic- iii ilc\i-ln]iiii;j a -tamlanl bill-
ing form which would be recommend-
ed by the 4A's for use by every station
in the country. The form, as it is be-
ing developed, provides for five copies.
A sixth could be added, in Webb's
opinion, and forwarded to Price \\ a-
terhouse. The form is a combination
of station invoice to the advertising
agency and affidavit or proof of per-
formance, which every agency re-
quires.
This development is a long way off,
however.
(sponsor has carried many articles
on the need for dollar figures in both
of the spot media. For background
information see following features:
"Let's bring spot spending out in the
open," 25 July 1955; "Is the iron cur-
tain on spot tv $ figures lifting," 5
September 1955; "sponsor Asks: Hotv
would the publication of spot radio
and tv dollar figures be useful to ad-
vertisers and agencies?" 5 September
1955; "One down, one to go," 3 Octo-
ber 1955; "Wanted, spot radio $ data,"
5 March 1956; "First spot tv dollar
figures" 16 April 1956.)
ROUND-UP
(Continued from page 53)
listeners with their special musical
requests. * * *
Store managers ami staifs
presold Oil WQXK's clients
• • •
W^)XR s Elizabeth Robinson & market manager
Elizabeth Robinson, merchandising
executive at New York City's WQXR,
provides sponsors with an invaluable
service that the station modestlv terms
"an unusual personal touch." Ap-
proaching each client's sales objectives
and problems on an individual basis,
Mrs. Robinson visits stores to familiar-
ize managers and their sales force with
WQXR-advertised merchandise.
Mrs. Robinson advises outlets on
SOUTHWEST VIRGINIA'S PlO*te&l RADIO STATION
THE ONE THEY
\ LISTEN TO
MOST...
...IS THE
ONE TO BUY I
In Roanoke and Western Virginia — that's WDBJ!
Your Peters, Griffin, Woodward "Colonel"
has the whole wonderful story!
AM 960 KC
m 94,9 mc
Owned and Operated by TIMES- WORID CORPORATION
PETERS, GRIFFIN, WOODWARD, INC., National Representatives
9 JULY 1956
79
WHTN-TV
CHANNEL 13
IT'S A SELLER'S MARKET,
but we can give you
the BIGGEST BUY yet!
TIME: Now, while we're still new . . .
with rates set to offer low cost per im-
pression . . . choice availabilities are
still open.
PLACE: Huntington — Ashland — Charles-
ton and Portsmouth Markets. The rich,
prosperous, tri-state area of more than
1,250,000 population conservatively meas-
ured from mail responses.
SCENE: WHTN-TV with the largest trans-
mitting antenna in the world . . . 316,000
watts of power for maximum effective
coverage ... a built-in audience of more
than 200,000 sets . . . popular basic ABC
network programs, outstanding local live
shows and top-notch films.
ACTION: Get on our "bandwagon" and
g-r-o-w with us! After only one month of
maximum power, Channel 13 showed
36.8% audience increase over the first
audience report.
CALL US: Huntington, West Virginia,
JAckson 5-7661, or our representatives:
Edward Petry & Co., Inc.
TV's %«. 2««*
WHERE DOES GARCIA
GET HIS DINERO?
Last month we surveyed the 189 manufacturing
firms established in the Phoenix area in the
past eight years. From the 122 replies we found—
Spanish-speaking employees
t<» total employees 24.77%
ilarle dI Spanish-speaking high $130.00
empl low $ 30.00
weekly salary of Spanish-speaking
empl $ 63.64
(full details of survey on request)
Garcia Is a solid citizen. He gets a
pendabie weekly pay check.
In the aggregate he numbers E
Spanish- Americana. In light of the
above survey this makes a sizcablo
market, doesn't ft?
TELL IT TO GARCIA!
SELL IT TO GARCIA!
Reach him. In his
OH n native tOIIKUC,
over KIFN. i i n
na*s only
full - titiu- Spanish
language slat ii>n !
ASK THESE YANQUIS HOW KIFN SELLS!
NATIONAL TIME HARLAN C. OAKES
SALES AND ASSOCIATES
17 E 42nd SI. 672 Lafayette
New York, Park Place
New York Los Angeles, Calif.
KlfH
860 Kilocycles • lOOO Watts
REACHING PHOENIX AND
ALL OF CENTRAL ARIZONA
how to get tlic most from upcoming
campaigns. She also acquaints those
at the retail level with delivery, price,
re-order and competitive conditions.
In many cases she arranges for a more
advantageous counter position and bet-
ter use of display material. Where
the product is not stocked she finds
cut why.
At regular intervals, after the cam-
paign begins, Mrs. Robinson makes re-
turn visits to note sales and listen to
retailers suggestions. The calls also
leafhrm continuing interest in the ad-
\ertising.
The fact that Mrs. Robinson makes
no particular demands on stores has
built up valuable good will among
buyers and store managers. * * *
Vt'u* Em/fcftt<! people, places
urr prof's raw material
The professors audition a Paul Revere bell
About 60 New England radio sta-
tions have carried programs prepared
and distributed by two Boston Univer-
sity professors who have utilized a
variety of sounds to document the
American story in sound. Public at-
tention was recentlv drawn to the pair
when the Freedoms Foundation at
Valley Forge presented a George
Washington medal to WBUR-FM on
which one of their series, The New
England Adventure, was originated.
Sidney A. Dimond and George
"\\ oody" Sloan Jr. are the two who
came up with the approach that has
proved so fascinating to so main lis-
teners. Tape recording contrasting
sounds of imhistn they tied them to-
gether u>iiii: a double narrative tech-
nique. The first series was called
Freedom Speaks and was broadcast b)
the World Wide Broadcasting System.
They followed it with a series on a
Bosl election in which the) record-
id politicians statement* months prior
to the election and then again in the
heal "I the campaign. The incongruity,
in Mime cases, was fascinating as well
.1- politii all) enlightening.
1 lie pair have produced other series
including. Footnote to Freedom and
The New England Renaissance. Com-
mercial stations unable to produce
such shows themselves have been espe-
cially enthusiastic.
The stress in all of the shows pro-
duced by Dimond and Sloan is on peo-
ple and how they live. Covering 5.000
miles of New England their interviews
have included a Negro newspaperman,
a farmer who willed his farm to God
as a home for 1)1* s and an immigrant
tailor who collected nickels and dimes
from his neighbors to build a statue
to the Minute Men. * * *
Briefly . . .
Boxing bouts in color were tele-
cast last week for the first time hv
KMTV. Omaha, Nebraska. KMTY.
which claims to be the first station in
the country to telecast live opera, also
claims that the live color bout was an-
other tv precedent setter. No less than
six bouts were held in several weight
classifications featuring top amateur
boxers from the Channel 3 area. The
entire program was sanctioned by the
Amateur Athletic Union. AAU rules
were observed.
* * *
20 inmates of the Minnesota Stale
Prison have obtained jobs outside
prison, enabling them to be paroled.
The jobs were located through the
efforts of WCCO Radio's Bob DeHaven
who has been interviewing two Min-
nesota inmates every Mondav night on
bis As You. Like ft program. Each
prisoner interviewed is eligible for
parole but must have a job before being
granted his freedom. \\ arden Rigg
has commented, "When someone of
Bob's stature takes a genuine, sin-
cere and realistic interest in the men,
it's a great thing for prison morale.
It"s picked up niv morale, too."
Dow -Jones averages, financial
trends and mai kel infoi mat ion on both
national and local levels are featured
on Financial Highlights, a new pro-
gram broadcast four times a day on
K()\ radio. Denver. Sponsor of the
series is Boettcher and Company.
80
SPONSOR
49TH & MADISON
(Continued jrorn page 15)
book, as I have always been one who
could never remove it very neatly.
A. Wayne Beavers
Commercial Manager
KFEQ, Radio and Tv
St. Joseph, M<>.
sponsor is performing a great serv-
ice in publishing the fall network tv
lineup. \\ c assume that you will be
updating this chart from time to time.
Could we have about 40 reprints of
the current chart?
D. H. Denenholz
Dir. Research and Promotion
The Katz Agency
Neiv York, N. Y.
FARM OMISSION
I have discovered a serious dis-
crepancy in your 1956 buyers' guide
concerning the farm hours listed on
page 84, where Spokane. Wash, is
shown.
Radio station KNEW boasts of the
most outstanding farm team available
in any market in the entire United
States. Our regular farm programs
on a Monday through Saturday basis
total seven hours, without including
the specialized on-the-scene interviews
and special programs that are con-
stantly being aired, in addition.
I notice also that you show one hour
of sports per week. This past year,
we carried over 1,000 hours of ex-
clusive sports. This included Tide-
water-Pacific Coast Conference foot-
ball and basketball, the Game oj the
Day, the Spokane Indians' schedule
home and away-from-home, etc.
I appreciated your explanations con-
cerning the manner in which this in-
formation is gathered by your buyers'
GUIDE publication. For the future, let
me hasten to assure you. these in-
quiries will receive our most careful
and accurate consideration.
C. E. RODELL
Manager, KNEW
Spokane, Wash.
ABOUT TWO BOB'S
Its interesting to note what has
happened to Bob Crane after the
wonderful break given him some weeks
ago in Bob Foreman's column, "Agency
Ad Libs."
Leo Miller
Pu blicit y Director
WICC
Bridgeport, Conn.
• Bob Crane, program director and morning
di.sk jockey on WICC will end a five-year associa-
tion with the Bridgeport station 11 Aug. to join
KSX, Hollywood, Cal., outlet of CBS. When lie
reports to KNX, Mr. Crane will replace Ralph
Story.
"In Phoenix it's a nice trick to ride
around the clock with KRIZ."
MEDIA BUYING
The article on "New scope in media
buying" in the 11 June issue of SPON-
SOR was read with great interest by the
executives of this agency.
A little over a year ago, we revised
our approach to media buying by in-
stalling a marketing and research
specialist as our media department
director. It was our opinion at that
time that greater emphasis should be
placed on the marketing problems of
our clients and that this could best be
realized by a specialist in this field.
Since we are a medium-size agency,
our media department is not as com-
plex nor is it organized as completely
as described in the article. However,
our marketing specialist, after becom-
ing acquainted with media throughout
the country, is buying all of our time
and space according to our client's
sales problems and potentials. We find
this to be much more successful than
our old method.
. Thank you for this article. Not onl\
was it interesting, but it confirmed our
thinking on media and how this depart-
ment should be re-organized to better
serve the clients of an agencv.
Frank Block
Frank Block Associates
St. Louis, Mo.
EVERETT-
McKINNEY
K) E. 49, N.Y. PL. 9-3747
represent
WICH
Norwich, Connecticut
For Busy New London County
Effective July 1
1000 WATTS
The Right Spot
For The Region:
Norwich, New London
and Westerly, R.I.
IN BOSTON
R. C, FOSTER
Statler Off. Bldg. HU. 2-4845
BRING
ON
THE
MATH
Lei them come singly OR in
battalions. WBAM i- content you
reckon it- audience share against
competitive Montgomery radio
station? singly or combination-wise.
Wiih a consistent 31';*. WBAM
has approximately THREE TIMI^
l li< aud ii ni e o) its ai aresl competitor.
I In combined audience share of
\l 1 THREE network stations in
Montgomery is slightly LESS than
\\ 15 \M~ alone.
IM I SE, Mas. '56. < all Radio-TV
Reps. New York, < hicago, or
Ira Leslie Collect O-llO^ l in
Bi] mingham.
9 JULY 1956
81
Hi, ho
Hi, ho
It's off to fun we go
With ABC
Personalities
On our ra-di-o.
New York
Home of ERNIE KOVACS, MARTIN BLOCK,
BEA WAIN and ANDRE BARUCH, ARTHUR VAN HOF
FRANK FARRELL, HOWARD COSELL and
many more favorites.
Represented nationally by JOHN BLAIR & CO.
82
SPONSOR
Archibald Mvfi. Foster was recently elected
a member of the board of directors of Ted Bates
and Co., /rac. Foster is v.p. and supervisor on
Hates' Brown and If il/inmson account and commented
on what he termed the "efficiency" of the broadcast
media in selling package goods. He told SPONSOR
that he feels it is possible to sell such goods with the
use of radio and tv entirely. He pointed out
that Kools and Viceroys, both B.&W. products,
all orate 99 and 90% of their ad budgets respectively
to broadcast. Says Foster, "No medium is as efficient."
Xort \\ yner has left Emil Mogul Advertising to
become director of sales and advertising of the
Monarch Wine Co. Inc., producer of Manischewitz
wines. Wyner had, for the past two years, been
account supervisor for Manischewitz, one of MoguFs
accounts. The period was marked by a substantial
rise in Manischewitz sales throughout the country.
The appointment made by Monarch was recommended
by Emil Mogul personally. Prior to joining the
Mogul agency in 1952 Wyner, among other positions,
was editor of Television Magazine and millinery
news editor of Women's Wear Daily.
John jW. Andvrson will henceforth be the
director of advertising and promotion for the Tea
Council of the U. S. A., Inc. The announcement
was made recently by Robert B. Smallwood,
chairman of the board of directors of the Council.
For the past six years Anderson has been the
Council's director of promotion. Previously he was
v.p. of the Faugh t Co., a public relations firm;
associate director of publications and promotion
for the Committee for Economic Development ;
and director of promotion for Columbia Records.
He's a graduate of Bucknell University.
Reuben It. Kntiftiiati, president of Guild
Films, has his sights set on radio station If 1/ / 1/
and tv outlet WMBV in Green Bay-Marinette,
Wisconsin. Guild's invasion of radio and television,
on the managerial level, is the latest in a succession
of expansile moves made since the outfit organized
as a tv film distributor in 1952. Guild, which
now produces 12 tv shows, commercials, industrial
and public service films, hopes, under Kaufman's
leadership to purchase a lull quota of tv stations.
Though the first purchases have not yet been
approved by the FCC Guild is looking to a bright
future in its latest undertaking
SPONSOR
GOES
WEEKLY
2 NOVEMBER
WITH
A
FOUR-POINT
EDITORIAL
PROMISE
1, essential reading
2, useful reading
3, fast reading
4, pleasant reading
A complete weekly
wrap-up in depth
for very busy executives.
9 JULY 1956
83
ADVERTISERS' INDEX
M A R K E
Hear about the
Texas flea?
He struck oil and
bought his own dog.
KCNC am & TV
Amanita
NBC • Reps: The Katz Agency
A.T.&T.
B M.I.
Channel
10, Rochester GO
Eastman K( dak. Inc. 50-51
Meredith Group IBC
Mid-Continent Group 16
NBC Radio Network 8-9
Noemac Stations - •■'
Petry TV 23
Sana _ 47
Song A<ls 69
Sponsor 7. II 7
Steinman Stations .. 3
Tulsa Brdg — - 69
Westinghouse Broadcasting .._ 44-45
KBIG, Hollyw I 6
KBIS, Bakersfleld ._ 10
KCMC-TV, Texarkana 21
KENS, San Antonio 65
KGNC, Amarillo 84
KGVO-TV, Missoula ''■•
KIFN, Phoenix 80
KING-TV, Seattle 41
KLZ-TV, Denver 14
KMBC-TV, Kansas City _ BC
KOIN, Portland, Ore. 74
KOIN-TV, Portland, Ore 74
KOTV, Tulsa .... - 7s
KOTV, Tulsa 84
KRIZ, Phoenix 76
Kill/, Phoenix __ 81
KRNT, Des Moines 11
KSAN, San Francisco- 78
KSL-TV, Salt Lake City 42
KSTN, Stockton __ - 71
KSTP, Minneapolis ~ 57
KTBS-TV, Shreveport 83
KTHT, Houston . 71
KTHV, Little Rock . 5
KVOO, Tulsa - 39
KWK, St. Louis - _ - IFC
KWKW, I'asadena ..._ 22
WABC, New York 82
WAGA-TV, Atlanta 43
WAVE-TV, Louisville ._ 77
WBAM, Birmingham _ 81
VVBAY-TV, Green Bay 55
VVBNS, Columbus, Ohio . 12
WBRE-TV, Wilkes-Barre 24
WBRZ-TV, Baton Rouge - 62
WCUE, Akron .70
WDAY, Fargo 49
WDBJ, Roanoke 79
WDIA, Memphis - 85
WEHT-TV, Henderson, Ky. . 76
WFBC-TV, Greenville 73
WGN-TV, Chicago - 66
WGR-TV, Buffalo .. 84
WHEC, Ri chestei 68
win i. I >es Moines 19
WHTN-TV, Huntington, V* \ a SO
VVIBW-TV, Topeka 7i'
wiik;. Philadelphia
WICH, Norwich M
Wll.K, Wilkes-Barre 7s
wi i.s, Lansing 20
w .1 \i:tv Provider 48
WKAT, .Miami Beach
WKZ( i-TV. Kalamazoo 37
WMAR TV, Ball Imoi ■ 40
WMT-TV, Cedar Rapids 61
WRGP, Chatta 13
WSB, Atlanta 63
WSOK, Nashville so
WTAR-TV, Norfolk 64
WVET, Rochesti I 76
WVKO, Columbus, Ohio 84
WWJ, Detroil
w \i:.\ TV, Richmond FC
Voted BUFFALO'S
FAVORITES . . .
Time after Time
WGR-TV
BUFFALO
National Representatives
PETERS, GRIFFIN, WOODWARD. INC.
=5 Si
go si
S ji
o s
O Si
lowest
cost-per-thousand
in
Columbus, Ohio
z |
o E
o — :
IfVVKO
© E
tk e!
UI -E
a. ei
cost-per-1000
is 49% lower
than closest rival
LOWEST COST
lilllllillillllllllilUllllllllil
1 I/VVK0
delivers 5.4
average between
8 am and 5 pm
Pulse: Dec. -Jan. '56
i VWK0
1 Columbus, Ohio
Us* the slide-rule
l and call Forjoe
•
■SB
8-}
SPONSOR
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TIMEBUYERS!
Have we got your number
in the hat
Once each week for 13 weeks
we will draw a number which
will entitle the winner to an
all expense week's vacation for
two to the Tropical Wonderland
of America!
*-.
The Home of
the
"BIG SIX"
WKAT
Miami,
Florida
You will be flown by the airline with one of the finest safety records in
America . . . Trans American. You will stay at the fabulous Golden Gate
on the ocean.
You'll be provided with a car* for your use during your stay.
(•(online National Cai Rental System
If you have not entered your number
call Headley-Reed ... or wire collect, WKAT.
Remember -- It's on the house . . . WKAT that is!
86
SPONSOR
REPORT TO SPONSORS for 9 July 1956
(Continued from pat/v 2)
Contracts for new network shows formulated by NBC TV in past year have
provisions for political preemptions that ABC TV and CBS TV may now
follow: Network includes clause giving it right to 2 preempts in any
52-week show contract upon 45-day notice. Proviso makes it possible
for political candidates to bypass talent compensation and commission
to preempted agency, if preempted show was signed on such contract.
NBC TV sets new
preempt pattern
Shop early for
fall ad jobs
New patterns
in spot
Paris fashion
show for tv
King Sullivan
in danger?
Don't tell
anybody, but . . .
NBC's 'Weekday'
gets overhaul
-SR-
Agency personnel wanting to change jobs this fall will do well to
start bringing resumes up-to-date ; making applications now in antici-
pation post-vacation openings. Large number of reruns tighten summer
radio-tv job market. Fall shows, ad campaigns open up new jobs
come August, September. Next big turnover period follows Christmas
for about 2 months.
-SR-
Major 1956 weapon in battle of tv clearances: long-term spot con-
tracts. Big spot advertisers now buying on 52-week basis to carve
out prime nighttime franchises in spot tv. Even seasonal clients are
buying late-summer campaigns to get prime avails for fall. In-and-out
pattern of previous seasons is no longer feasible for clients with
eye on top nighttime schedules. Spot radio buying patterns are also
changed, as result of increased business: Clients buy greater spread
throughout day, more frequency and long-term contracts.
-SR-
First extensive video coverage of Paris fashion showings will appear
on ABC TV 29 August, sponsored by Peter Pan Foundations. Sponsor will
film commercials in Paris. Program will be mostly film.
-SR-
Madison Ave. is watching Sunday night Sullivan-Allen battle with
heightened interest in wake of Trendex data. Figures for 1 July gave
Allen 20.2 rating for full hour; Sullivan, 14.8. Other rating data
is awaited for full national picture (Trendex covers 15 markets).
Allen got highest share (55.3%) of 8-9 p.m. Sunday audience since 30
May 1954 when Martin & Lewis were on "Comedy Hour."
-SR-
Ad agencies will be interested in learning they are the culprits be-
hind Washington's network tv probe. Source for this is "The Nation,"
in an article entitled: "Madison Ave. Jungle: Adman an Madmen."
Author David Cort says, "The (ad) agencies are outraged that they
have not yet got the same free hand in tv as in radio. Senator John
Bricker's Congressional investigation would challenge the monopoly
that networks have in tv. Who would be behind the investigation?
Who but the agencies?"
-SR-
New NBC Bandstand, moving in 30 July to replace a.m. portion of Week-
day^ will have name personality like Hoagy Carmichael, Dick Haymes
or Johnny Mercer as "Mr. Music." Big name bands to rotate daily,
originating from off-beat site. One possibility: outside network on
Rockefeller Plaza; 10:00 or 10:30 half-hour may be simulcast. P.m.
portion, 3-5 daily, expected to be dramatic serials from NBC's back-
log of old properties.
9 JULY 1956
87
SPONSOR
SPEAKS
Washington box score
If who's investigating what in Wash-
ington occasionall) confuses the ad-
man interested in television, il s no
wonder. I lure have been at least five
congressional and governmental agen-
cies activel) probing video in 1956.
I he) include three congressional com-
mittees, one cabinet department and
one government commission.
For those who want to keep a score
card of tv probes, here's the rundown:
1. Senate Committee on Interstate
and Foreign Commerce This group,
headed b) Warren <-. Magnuson of
Washington, has been hogging the
headline- llii- scar 1>\ \irtue of testi-
mony regarding the twin targets of its
investigation: (a) t\ station allocation
and the nil f problem, (bl t\ network
operations. An interim report on the
allocations problem was expected mo-
mentaril) at sponsor's presstime. The
committee will not report on networks
until after Congress adjoui ns.
2. Federal Communications Com-
mission I nless overridden by Con-
gress, the FCC has ultimate responsi-
bililx for making regulations perti-
nent to the broadcasting spectrum and
■ .Main aspects of network operation-.
\\ bile the FCC has no jurisdiction over
the network- I a situation Senator John
\\ . Bricker of Ohio would like to rec-
ti f\ I, the commission does regulate
contractual relations between stations
and networks. The Commission recent-
K offered two proposals regarding al-
lot -aliens — one providing for selective
de-intermixture of uhf and vhf in 15
markets, the other (a long-range plan)
suggesting the possibility of shifting
all or a major part of video to uhf. As
for network operations, the FCC's Net-
work Stud) Group under Dean Roscoe
Barrow of the Cincinnati Law School
is expected to report next year.
3. House Judiciary Committee — The
\nti-Monopoly subcommittee of this
group (headed by Representative
Emanuel Celler of New York, who
chairs the full committee as well), is
trying to find out whether network af-
filiation practices are monopolistic and
to what extent, if any, networks and
others influence FCC decisions. At
presstime, hearings were on the sched-
ule for the last week of June and most
of July and August. Much of the ma-
terial covered will probabl) duplicate
Senate Commerce Committee testi-
mony.
4. House Small Business Commit-
tee— A subcommittee of this group, led
b) Representative Joe Evins of Ten-
nessee, hit the headlines earlier this
vear with the sensational charge b\
Evins that FCC personnel are afraid
to be identified with anti-network pro-
posals. This was subsequently denied
b) the party who allegedly made the
charge to Evins. The subcommittee
held two days of open hearings and
recently there has been no further word
from it. This group's concern is with
the impact of large business groups on
small ones — meaning, in the case of tv.
the impact of network power on sta-
tions and independent programers.
5. Department of Justice — Prime
concern of the department, insofar as
tv is concerned, is the monopoly ques-
tion. Assistant Attorney General Stan-
lev Barnes, who heads up the anti-trust
bureau, explained to the Senate Com-
merce Committee that any require-
ment buyers must purchase network-
produced shows to get prime time
would be a violation of anti-trust laws.
Barnes said the department was alerted
to watch for any such evidence since it
could be construed as block-booking, a
practice declared illegal by the Su-
preme Court in the Paramount case.
The Justice Department official also
said he had received a few complaints
about network option time and must-
buy networks but Barnes did not indi-
cate he was investigating these areas.
* * *
Fall Facts Basics
Simultaneous with publication of
this issue of sponsor appears the 10th
annual edition of Fall Facts Basics.
For the first time, Fall Facts Basics is
a self-contained publication but the
concept on which Fall Facts Basics
was built a decade ago remains un-
changed. Its purpose remains to give
the advertiser and agency executive a
complete wrapup of the trends and
facts be must be aware of in order to
buy and use lime most effectively.
Packed into nearly 300 pages are
question-and-answer statu- reports on
spot and network television: on film:
on spot and network radio plus three
( hart-and-figure Basics sections cover-
ing television, radio and film. We
think you'll want to use Fall Facts
Basics in two ways: (1) for immedi-
ate reading and I 2) as a desk-top ref-
erence throughout the \ear.
Applause
Spot radio dollar figures
I be release b) the Station- Repre-
sentatives Association oi spot radio
dollar figures foi the first five months
of tbi- year together with the corre-
sponding figures for I').").") i- welcome
data for the advertising industry.
I here can and should be nothing but
praise for the effort and results this
ni-. I he 17', increase in spot
radio spending shown b) the SRA data
lc-tifies more than ever to the need for
such information and the importance
of the spot ladio medium.
sponsor, however, regards this as
the first step, nol the end. All the
[acts possible about spot radio, it-
value and ii- use should be an open
I k. \nv thing less is to underrate
iis advertising effectiveness. While ad-
vertisers no doubt welcome this over-
all measurement of spot -pending, the
big question is -till unanswered:
"W hat is my competitor spending in
spot radio?" The cloak-and-dagger
operations among agencies will con-
tinue until the answer is published.
until spot radio spending hv brands
becomes public knowledge.
We know jus| how difficult a job it
will be to get figures for spot radio
-pending of individual advertisers to
match those TvB publishes for spot tv.
Bui we are convinced the job will be
done and sooner than man) think.
SPONSOR
THEIR
EXPERIENCE
YOUR
SALES RESULTS
This group of experienced
Meredith station executives
meet regularly, sharing
their ideas, their know-how.
The result, their better broad-
casting, better telecasting —
and your better sales results.
SYRACUSE
WW
RADIO \ TV
620 kc. V Channel €
CBS \ CBS
relented by KATZ AGENCY INC
OMAHA
w w
o o
WW
RADIO
590 kc.
CBS
IN BLAIR & CO BIAIG TV. INC.
MEREDITH /Radca and IdasUiott STATIONS
affiliated with Hl'lIlT IIiHIII'N illlll liuTlldlS and Successful Farming magazines
■^■r
£*£*
Some reasons why
L1 ft I :
KFRM
BEA JOHNSON (McCall Magazine "Golden Mike" a.v;
winner), Director of Women's Activities for KMI
KFRM and KMBC-TV, has one of the most loyal au
ence groups on record. Her "Happy Home" shows
radio and television provide women in the Heat
America with a service they love. Recently, when I
was hospitalized with a minor illness, her fans sei
1,512 get-well cards and letters. With such a faith
following of personally interested listeners, no won
Bea's brand of selling gets such amazing results!
BUCKEY WALTERS, platter-spinner deluxe, brings a N
Selling Sound to KMBC-KFRM by punctuating cc
mercials and chatter with clever piano backgrour
Buckey's audience has grown steadily in just six sh
months, as is evidenced by this recent mail resprni
Two one-minute requests asking listeners to write
giving their age and the number in their family brou.
3,653 replies. The only inducement was the promise
a printed Valentine cookie pattern. With this kind
audience action, it's easy to see how sponsors are s
on KMBC-KFRM!
ellingest
stations
in the Heart
of the Nation
JIM LEATHERS, Associate Farm Service Director, dj
an outstanding selling job on any item with a n
appeal. One recent experience points up the drams;
pulling power of Jim's personality: On his 6:45
program, a major fertilizer manufacturer offered a
highway atlas and fertilizer booklet. It was a regial
promotion; with ten radio stations and farm papl
being used, in addition to KMBC-KFRM. Cost-rff
inquiry breakdowns showed KMBC-KFRM lowest v|
90c .. . other costs ranked from $1.12 to $12.16. Anot
example of KMBC-KFRM radio that sells as it sen
Radio advertising can "tell" or it can "sell." If your audience
listens with only half an ear — distracted by gimmicks and
monotonous programming — chances are your commercial
message is told rather than sold.
But — if you penetrate the buying consciousness of
your listeners with skillful commercial handling . . . delivered
in an atmosphere of good taste by personalities who are
known and respected by the audiences they serve . . . then
you have a formula for selling that really gets results.
And that's the kind of selling you get on KMBC-KFRM!
Example: In a recent mail pull promotion by a local savings
and loan company, KMBC-KFRM pulled 430 requests from
15 commercials as compared to 275 from 17 commercials
SAM MOLEN, KMBC-KFRM and KMBC-TV Sports
rector, oversees one of the most powerful radio spJ
services in the broadcasting business. In addition to|
three daily radio and nightly TV sportscasts, Sam
a heavy schedule of special sports events, tournamei
etc.; and helps coordinate the major league basef
broadcasts of the Kansas City A's network which sei
47 stations in seven states from KMBC as key stat|
This is the second successful season for these broadci
under the sponsorship of the Schlitz Brewing Compsj
Last year's ratings showed that 59.9'', of the radio al
ence in the Heart of America enjoyed baseball!
KMBC-KFRM!
which were aired on a gimmick station.
Your commercials are staged amid a back drop of fnj
exciting, new program ideas ... a forceful format of
Sounds that is daily capturing a bigger and bigger shan
audience in the Heart of America. The latest Pulse sH
vividly this trend to KMBC-KFRM programming.
KMBC-KFRM gain in total rating points was more t
three times that of the next station . . . and two other mi
stations in the market actually lost ground!
If you're after radio results, look to KMBC-KFRM
deliver the goods! Peters, Griffin, Woodward, Inc. can
you who, what, when, where and how to buy for maxin
sales success.
KMBC V Kansas City KFRM j** tne State °* Kansas
v
I'll IKS C,K|| I IN
V I j. ID« MM. mi
j Bj in the\Heart/of America
DON DAVIS. First VP and Commerc
JOHN SCHILLING, VP and Genera fl
GEORGE HIGGINS, VP and Sole
MORI GREINER, Director of Tele
DICK SMITH, Director of Radio
and in television, the Swing is to KMBC-TV
Kansas City's Most Popular and Most Powerful TV Stati
5,000 watts on -
Section Two of SPONSOR 9 July 1956
SECOND-CLASS MAIL PRIVILEGES AUTHORIZED AT IALTIMORI. MO
(er sub,ec» f°
John B>««r & °°-
Adam
WHB. Kansas C.W
KOV/H. Omana wD/,nrRSen»ed by
Averv-K"odel' * ^
„n.u« Mia"11
COMMERCIAL
PAGE 91
TELEVISION BASICS
STARTS PAGE 111
FILM BASICS
STARTS PAGE 141
COLOR BASICS
STARTS PAGE 161
RADIO
NETWORK
PAGE 198
SPOT
PAGE 170
RADIO BASICS
STARTS PAGE 207
TIMEBUYING BASICS
STARTS PAGE 253
Proof off dominance!
June 1956 figures* give WXEX-TV
rf
more viewers
per rating point
Number of TV homes
in Grade B area
TV homes per rating point
projected to Grade B area
2,05
STATION B
STATION C
1 74,800
754
1,748
WXEX-TV delivers 16.9' ; more TV homes than Station B— 17.3r; more than Station C.
WXEX-TV gives you a bonus of better than 2 TV homes with every 12 homes you buy.
Station B is now operating on interim low power and tower. On this basis, the Grade B area of
WXEX-TV delivers 58.3 more TV homes than does Station B.
'Service contours of stations considered are for maximum power and tower calculated by Kear & Kennedy (consulting radio engi-
neers, Washington, I). C.) from information on file with FCC and based on latest available ARK figures updated to June 1, 1956.
The dominant station serving Richmond,
Petersburg and Central Virginia
Tom Tlnsley, President
NBC BASIC— CHANNEL 8
Irvin G. Abeloff, Vice Pres.
National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Forjoe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta.
SPONSOR • FALL FACTS BASICS • JULY 1956
NEWSMAKING BASICS
NETWORKS STILL GET LION'S SHARE OF ADVERTISERS' TELEVISION DOLLARS
Shade more than 50% of $1,005,000,000 spent in tv advertising during
1955 went to networks. McCann-Erickson* s Central Research Department
estimates dollar breakdown: $520,000,000 in net, $265,000,000 in
spot, $220,000,000, local. Total '55 topped '54 by $195,900,000.
FILM DISTRIBUTORS' ANNUAL SALES HEADED FOR $260,000,000 MARK
By 1960, CBS Film Sales estimates annual sales volume of the tv film
distribution business will be $260,000,000, up from an estimated
$100,000,000 this year; from $1,500,000 in '48.
MOST PEOPLE TUNE TO RADIO IN MORNING TIMES FROM 8 TO NOON
In morning from 8 until noon on weekdays, 7,999,000 homes tune to
radio ; from noon to 6 p.m., 6,580,000. On Sunday through Saturday,
6 to 11 p.m., number of homes tuned in slips to 4,130,000.
MORE COLOR PROGRAMING CRUX OF SPONSOR ACCEPTANCE AND COLOR SET SALES
Amount of color programing offered by stations and networks will
increase in 1956-57 as only means by which stations can (1) promote
color tv set sales (2) stimulate interest among sponsors towards
color as important advertising factor. Fact that only about 6
stations are charging color rates indicates color has far to go to
become commercial success ; is caused by lack of color sets-in-use.
TV SET PRODUCTION OFF IN 1ST QUARTER, BUT SATURATION KEEPS GROWING
Although RETMA reports 343,000 less tv sets produced in 1st quarter
1956 than in 1st quarter 1955, Census data for this February puts
home ownership at 35,000,000 sets for 73% saturation, or gain in satu-
ration over 1955 of 8%. Manufacturing slump in sets this spring fol-
lowed pattern of auto industry softness, indicates no long term trend.
AUDIENCE COMPOSITION VARIES GREATLY WITH TYPES OF FILM SHOWS
Advertisers buying film shows can attract nearly the exact type of
audience composition sought. Examples of variances in viewing
categories: Liberace, 167 viewers: 37 men, 94 women, 24 teens, 12
children. Captain Gallant, 221 viewers: 47 men, 45 women, 27 teens,
192 children. Westerns remain perennial kid favorites.
FOOD PRODUCTS SPEND MORE MONEY THAN ANY OTHER INDUSTRY IN NETWORK TV
Last year, food product advertisers spent almost $80,000,000 in net-
work tv, about $60,000,000 more than toiletries, next biggest invest-
ing class. Cars, accessories spent $47,000,000; drugs, $23,000,000.
MANY RADIO SETS ARE LOCATED IN CARS, IN HOME AREAS OUTSIDE LIVING ROOM
Trend in radio set location is to cars, areas outside living room.
25.9% of all sets are in cars; 68.3%, homes; 5.8%, other locations.
Of household sets, 25.1% are in living room; 21.4%, bedroom; 16.0%,
kitchen; 4.4%, dining room; 1.4%, den. There are 35 million car
radios today, compared with 7.5 million in 1946.
THE YOUNGER THE HOUSEWIFE, THE MOR? SHE WATCHES, THE LESS SHE READS
Housewives under 35 spend 12 times more minutes with tv than news-
papers, Pulse survey in Chicago showed. Ratio of viewing time over
reading time diminishes as housewife grows older, but tv still claims
edge. In 35-49 age group, tv leads 4.6 to 1; in 50-plus group, 3.7 to 1.
NETWORK FILM RERUNS KEEP 74% OF THEIR FIRST-RUN RATING LEVELS
Nielsen compares what buyer gets from (a) an original film show and
(b) a rerun. Original rating of 30.2 compares with rerun of 22.3 with
second showing getting audience 74~o as big. Original film was seen
an average of 25.3 minutes; rerun, 23.6. Original film audience,
27.3% of homes tuned during average minute; rerun, 18.9%.
LITTLE DIFFERENCE IN AUDIENCE TUNE -IN FOR NET AND NON-NET SHOWS
Audience for network sponsored tv programs and for all other shows
is about same. Of total viewing, 40.5% is network; 50.5%, all other.
NUMBER OF WEB RADIO CLIENTS UP, BUT TOTAL HOURS DECLINE
More advertisers are buying network radio today, but total number of
sponsored network hours is less than in past. Biggest reason is
continuing trend toward purchase of smaller time segments. ABC shows
404 sponsored program broadcasts in 1951, 620 in 1956, a gain of
53%. Segmentation, announcements make this typical of all nets.
TV ATTRACTS GREATER AUDIENCE IN WINTER MONTHS THAN DURING REST OF YEAR
Viewing is high all year round, daytime average one hour, 39 minutes
daily, 2 hours, 4P minutes at night. Both day and night lose
slightly in spring and summer. Daytime peak is 2 hours, 10 minutes
in winter; drops to 1:57 in spring; 1:20 in summer. Nighttime hits
3 hours, 25 minutes in winter: 3:06, spring; 2:03, summer.
<r
THE AMERICAN TOBACCO COMPANY
Lucky Strike Cigarettes
"Your Hit Parade"* (Replaced by
"Adventure Theater" during summer. )
"The Jack Benny Program"* (Alter-
nates regularly with "Private Secre-
tary." Off during summer.)
"Private Secretary,"* starring Ann
Sothern ( Alternates regularly with
"The Jack Benny Program." On every
week during summer.)
ARMSTRONG CORK COMPANY
Resilient Floors, Building Materials
"Armstrong Circle Theater"*
BRISTOL-MYERS COMPANY
"Han" Deodorant— T rushay
"Alfred Hitchcock Presents"*t
"Arthur Godfrey and His Friends"*t
"Arthur Godfrey Time"**
"Carry Moore Show"*
"Playhouse 90"**
i beginning Oct. 1)
CAMPBELL SOUP COMPANY
Carflpbell's Soups
"Lassie*1 (Every week beginning
Sept. 9.)
"Campbell Star Stage"*
"On Trial"* (To replace "Star Stage"
beginning Sept. 7.)
Advertising
"Mickey Mouse Club"**
DE SOTO-PLYMOUTH DEALERS
OF AMERICA
"You Bet Your Life," starring Croucho
Marx
E. I. DU PONT DE NEMOURS & CO. (INC.)
"Du Pont Cavalcade Theater"
GENERAL ELECTRIC COMPANY
"The General Electric Theater"
"Medic" i < ■ 1 1 imp Division )
"Warner Brothers Presents"* < I" re
place "Medic," beginning in Septem-
ber.)
THE B. F. GOODRICH COMPANY
I ■■ Sauer" Tubeless Tires
"The George Burn- & Gracie Allen
Show"*
GENERAL MILLS, INC.
Belli Crocket Mixes and Other
General Mills Products
"Bob ' 'ro-liv Show"*
"Mickev Mouse Club"**
"The George Burn- & Gracie Vllen
Show"* (beginning Oct. 15)
"Garry Moure Show"t
' \\ yatt Earp"t
\ il. int Lady't
LEVER BROTHERS COMPANY
"Art Linkletter's House Tarty"**
"Gordon MacRae Show"
"On Trial"* (beginning Sept. 11)
MINNESOTA MINING & MANUFACTURING
COMPANY
"Scotch" llrantl Cellophane, Others
\l ii kej Mi use Club"**
MURRAY CORPORATION OF AMERICA
"Easy " /( ashers
"Arthur Godfrey Time"'
REVLON PRODUCTS CORP.
Satin-Set.' 'Touch and Glow,' Lip-
sticks and 'Futurama.' and Nail
Enamel
lion"
'I he 164,000 Challenge"*
UNITED STATES STEEL CORP.
"United States Steel Hour"*
WILDR00T COMPANY, INC.
ff'ildroot Cream-Oil Hair Tunic
"The Adventure- of Robin Hood"*
ZENITH RADIO CORP.
Zenith Radios. TV
"N( \ \ I ■ tb d]" ( • i sponsorship.
Beginning Sept. 22.)
•Allctn.,1, M ■ nt fParlicipaling
Batten, Barton, Durstine & Osbori
Inc
NEW YORK. ATLANTA. BOSTON. CHICAGO. CLEVELAND. DALLAS. DETROIT. HOLLYWOOD. LOS ANGELES. MINNEAPOLIS. PITTSBURGH. SAN FRANCISCO. SEATTLE. TORONTO
PROCTER & GAMBLE IS NATION'S NO. 1 NETWORK TV BUYER FOR THE FIFTH YEAR
P&G has been first on list of tv's top 10 buyers since 1951. Most of
other 9 switch around positions in lead lineup rather than into
or out of it. Others: Colgate, Chrysler, Gilette, General Motors,
General Foods, R. J. Reynolds, American Tobacco, General Mills, Lever.
RADIO LISTENING VARIES LITTLE BUT HITS SOME SMALL WINTER PEAKS
Radio listening is pretty well evened out over different seasons, but
there are small spurts above the national averages during winter
months in both day and night, and in the winter and spring months
during the day. Nighttime average of 33 minutes daily goes up to 35
minutes in winter, down to 32 in soring and summer. Daytime average
of one hour, 32 minutes hits one hour, 36 minutes in winter and
spring, dips to one hour, 25 minutes when summer comes.
MORE THAN TWO-THIRDS OF ALL LOCAL TV PROGRAMING IS FILMED
NARTB estimates 32 hours, 48 minutes of local film is telecast weekly
on average station, compared with 17 hours of local live. Film
represents third of total television programing, 104 hours, 2 minutes.
NET TV AUDIENCES NOW PREFER HALF-HOUR DRAMAS TO SITUATION COMEDY
Biggest gainer in popularity of show types on net tv is 30-minute
general drama; biggest loser, situation comedy. During past winter,
average home spent 17% of viewing time with former, 16% with latter,
reversing habits of winter of 1954-55 when situation comedy rode 2 to
1 over half-hour dramas. Figures, based on Nielsen Tv Index, also
show that if general dramas of all lengths (30-, 60-, 90-minutes) were
pooled they'd be 2 to 1 over situation comedy in percent viewing time.
HOW FEATURE FILM COSTS TO STATIONS VARY BY DIFFERENT SIZE MARKETS
Comparison of average per-hour feature film cost to stations in dif-
ferent size markets shows the following: cities to 99,000 families,
$29; 100,000-249,999, $39; 250,000-499,999, $62; 500,000-999,999, $75;
1,000,000 and over, $155. Talent fees follow pattern.
Data is from NARTB' s 1956 Film Manual.
0UT-0F-H0ME RADIO LISTENING ADDS BIG BONUS AUDIENCE TO IN-HOME FIGURES
Out-of-home listening varies as greatly as percentage of in-home
listening from market to market. It's not unusual for away-f rom-home
auto and portable listeners to represent as much as 20% of the at-
home audience. Boston has 24.8 non-home listeners for every 100 in-
home; Philadelphia and Cincinnati, 23.2 for 100.
f iVfifX^
f
jJL
M
This is a backbone.
You can't run a good advertising agency
without it.
It often makes you say an honest "no"
to a client instead of an easy "yes."
It means giving service instead of
servility.
* f
Very often, the result is outstanding
advertising.
YOUNG & RUBICAM, INC.
ADVERTISING
New York Chicago Detroit San Francisco Los Angeles Hollywood Montreal Toronto Mexico City London
JULY 1956
NET RADIO COSTS DIP FOR DAYTIME AND NIGHTTIME IN PAST DECADE
NBC compares its evening and daytime costs for advertiser in 1946
and in 1956; results show lowered costs reflective of all networking.
Evening: cost-per-1,000 home minutes in 1946, $2.45; in 1956, $1.24,
down 50%. Daytime: 1946, 830; 1956, 740, down 10%.
NARROW PROFIT MARGIN ON COLOR SETS WON'T DETER PRODUCTION IN '56- '57
"Competitively priced" will be key phrase in deciding color television
sales in 1956-57. With RCA acknowledged leader in color television
set field other manufacturers are following suit although Emerson
president Benjamin Abrams says no one can make a profit matching RCA's
price. Admittedly Emerson was losing $100 on every $794 color set
sold; nevertheless reduced price again to $678 in effort to "obtain
public identification with color." RCA says further price reductions
are unlikely but survey showing potential of 1,000,000 sales at that
price should keep color set production lines moving.
69% OF ALL LOCAL FILMS AIRED BY TV STATIONS ARE SPONSORED
More than two-thirds (69%) of all local film programs are sponsored.
Less than third (31%) are sustaining. Of sponsored shows, 29% are
full ; 40%, participation, with latter type sponsorship on upgrade.
MORE THAN TWO-THIRDS OF ALL RADIO HOMES HAVE 2 OR MORE RECEIVERS
More homes acquiring extra radios ; about 2 out of 3 have 2 or more
sets. 33.8% have 1 set; 32.7%, 2 sets; 33.5%, 3 or more. There are
45 million radio households with 82 million home sets in working order.
20,000 EPISODES OF SYNDICATED FILM NOW AVAILABLE TO ADVERTISERS
Film libraries available for sponsorship include 20,000 different
episodes of syndicated film; 8,000 feature films. Of 447 syndicated
series analyzed as to length, 47 are 5 and 10 minutes long; 173,
15 minutes; 215, 30 minutes; 12 are one hour long.
ADVERTISERS REACH LARGE AUDIENCE ACCUMULATION WITH NET RADIO
Three samples of network buying patterns show wide reach into audi-
ence: (1) weekend news package reaches 25.5% of all homes, 38.6% of
all radio-only homes, 20.6% of all tv homes. (2) 50 6-second an-
nouncements scattered throughout week hit 9,776,000 homes, or 20.8%
of all homes, an average of 4.1 times each for a total of 39,950,000
commercial impressions. (3) a daytime strip in 4 weeks reaches
5,944,000 different homes; one week, 1,404,000. Rating per show, 3.
The TOP 10 FILM SHOWS
in BOSTON
ARE ALL ON
WN AC - TV
Th& hadm In Boston
CHANNEL
AS RATED BY
ARB
— MAY
1956
1.
Superman (Flamingo)
Fri.
6:30
WNAC-TV
31.0
2.
1 Led Three Lives (Ziv)
Mon.
7:00
WNAC-TV
28.4
3.
Death Valley Days (McC.-E)
Fri.
10:30
WNAC-TV
25.4
4.
Man Behind the Badge (MCA-TV)
Sun.
10:30
WNAC-TV
23.7
5.
Waterfront (MCA-TV)
Sun.
7:00
WNAC-TV
22.6
6.
Western Marshal (NBC Film)
Wed.
7:30
WNAC-TV
22.3
7.
Mr. District Attorney (Ziv)
Tues.
10:30
WNAC-TV
20.6
8.
Wild Bill Hickok (Flamingo)
Tues.
6:30
WNAC-TV
19.6
9.
Badge 714 (NBC Film)
Wed.
6:30
WNAC-TV
19.3
10.
Annie Oakley (CBS Film)
Sun.
5:00
WNAC-TV
18.1
Decision-makers
who direct nationwide
business expansion are
SOLD
ON
SPOT
Slenderella International
and its agency, Management
Associates, are sold on Spot
as a basic advertising medium.
Three years ago, Slenderella, with 20 slen-
derizing salons in metropolitan areas,
wanted (1) to increase the number of its
service outlets and (2) to build new busi-
ness in those already established.
Spot Radio was decided upon as the basic
advertising medium!
Slenderella sent its message directly to
women via local Radio personalities. To add
the personal touch, all personalities were
familiarized with Slenderella techniques
through actual tours of the salons, and ad
lib commercials were the rule.
Results? Lawrence L. Mack, president, says:
• "We've found that Spot Radio is the most
effective medium to build our service, mar-
ket by market.
• "We now have 132 salons and expect to
have 175 by the end of 1956.
• "We're living on our success with Spot!"
Slenderella today spends more than twice
as much in Spot Radio as it does in any
other medium. Its advertising budget will be
increased to make more use of Spot Televi-
sion, but, says Mr. Mack, never at the ex-
pense of Spot Radio.
Find out now tunc
XlSCl SPOT SALES
can build your sales in
these 15 major markets:
NEW YORK, WRCA, WRCA-TV • SCHKNECTADY-
Al. MANY -TROY, WRGB • PHILADELPHIA, WRCV,
WRCV-TV • WASHINGTON, WRC, WRC-TV • MIAMI,
WCHT • BUFFALO, WBUF-TV • LOUISVILLE, WAVE,
WAVE-TV • CHICAGO, WMAQ. WNI1Q • ST. LOUIS,
KSD, KSD-TV • DENVER, KOA, KOA-TV • SEATTLE,
KOMO, HOMO TV • LOS ANGELES, KRC A • PORTLAND,
KPTV • SAN FRANCISCO, KNBC . HONOLULU, KCU,
KONA-TV • AND 1 UK NBC WESTERN RADIO NETWORK
Left to right; ELOISE ENG1 isi I . Exec. V. P. in Charge
of Operations, Slenderella International; harms
GOMPTON, JR., TV Sill-. Representative, NBC Spot
Sales; L. L. MACK. I'm- . Slenderella International;
ROBERT HOWARD, Radio s.ile. Representative, NBC S|>ot
Sale-: sizanm: wells, I'ii.. Management Assoc;
JAMI s i it BMAN, Exec V. P. in Charge of Heal Estate
& Construction. Slenderella International.
_**
t
^
fIRST
STATIONS
five markets
LWAUKEE, WIS.
First . . . day and night
March-April Pulse
ATLANTA, GA.
No. 1 of all independents
Jan. -Feb. Hooper
SAN DIEGO, CALIF.
Leads all day
April-May Hooper
krux
PHOENIX, ARIZ.
First in the afternoon
Second in the morning
April-May Hooper
APPLETON, WIS.
Top apple,
round the clock
• • •
the c£lL
big guns jC^^^ m
the
$TBARTELL
GROUP
are ready to fire for you
at the lowest cost per thousand in the market.
T O INSURE SUCCESS...
USE A BARTELL STATION
Upa
July 1956
Fall Facts Basics
Editor and President
Norman R. Glenn
Secretory- Treasurer
Elain.e Couper Glenn
Vice President-Genl. Manager
Bernard Piatt
EDITORIAL DEPARTMENT
Executive Editor
Miles David
Managing Editor
W. F. Miksch
Senior Editors
Alfred J. Jaffe
Evelyn Konrad
Jane D. Pinkerton
Assistant Editor
Robert S. Solotaire
Contributing Editors
Bob Foreman
Joe Csida
Editorial Assistants
Lois T. Morse
Joan W. Holland
Art Director
Donald H. Duffy
Photographer
Lester Cole
ADVERTISING DEPARTMENT
Advertising Director
Arnold Alpert
N. V. Headquarters
Charles W. Godwin
Si Lewis
Western Manager
Edwin D. Cooper
Production Manager
John, A. Kovchok
Advertising Staff
Charles L. Nash
George Becker
Jean Engel
Circulation Department
Dorothy O'Brien
Emily Cutillo
Office Manager
Catherine Scott Rose
Accounting Department
Laura Oken
Laura Fazio
Published blweekb by
SPONSOR PUBLICATIONS INC.,
i i with TV. Executive,
Editorial, Circulation and
i 19th St.
i 19th & Madison) Now York 17.
N \ Tl li i.i Dm Ml it -i
8 'J7T-.' Chicago OB
Grand ire. Phone: SUperlor 7-0863.
Bouloi ■ PI HO
[ " 3110 Elm
Ave . Baltimore 1 1, Md,
: forclRn $9.
iOi Printed in U.S.A.
pondence to
' si New v,k 17.
\ \ \u rraj inn 8-2772
■ i - i
SPONSOR PUBLICATIONS INC.
10
FALL FACTS BASICS
(.(.
Let us
raise a standard to which
the wise and honest
can repair '
1787
KUDNER AGENCY, INC.
NEW YORK • DETROIT. LOS ANGELES
SAN FRANCISCO • WASHINGTON
JULY 1956 11
To sell North Texas:
top advertisers
have used WFAA
10 years or more!
Twenty-four top American companies have
been advertising on radio station WFAA ten
years or more. Among them are such names
as R. J. Reynolds Tobacco Company, Plough
Sales Corporation, Quaker Oats Company,
The Mennen Company, Fant Milling Com-
pany, and others of similar caliber.
Why have these big names remained con-
sistent advertisers on WFAA?
Because they know when they have a
winner.
WFAA
820
50,000 WATTS
570
5,000 WATTS
DALLAS
NBC • ABC • TQN
Edward Petry & Co., In* . Repre entatives
■Whan Study, \ C Nielsen, N.S.I.
12
WFAA leads in North Texas in every
category* . . .
i
... in General News Coverage
(More listeners prefer WFAA-820 news than
the next 3 stations combined)
... in Farm News Coverage
(Murray Cox's farm coverage is among North
Texas' Top 10 in popularity)
... in Programming
(8 of the Top 10 programs in No th Texas
are WFAA-produced)
... in Listenership
(of L09 stations WFAA leads decisively in both
daytime and nighttime audiences)
If you want to buy the biggest audience in
the biggest Texas market, talk to your Petry
man now!
FALL FACTS BASICS
HOW TO USE FALL FACTS BASICS
Here's a quick guide to eight major Fail Facts sections
TOP TRENDS for fall are summarized starting on page 1 5. Then for the details
you'll want to study each of the major Fall Facts Basics sections which follow. A
brief description of each section and page on which it begins is presented below.
See also Newsmaking Basics, starting page 1, for Tv, Film and Radio highlights.
TELEVISION
Here's your over-all look at both spot and network television, includ-
ing complete lineup of fall Tv programing with the advertisers listed
PAGE 25
TELEVISION BASICS
Have you got a question about the size and scope of television? You'll
find hundreds of tv facts in chart form within the 18-page Tv Basics
PAGE 111
COLOR BASICS
What are the predictions for growth of color sets? What does color
tv cost? What stations are active in net, local color transmission?
PAGE 161
RAD
IO
Making some
radio
plans? You'll
want
to
turn
quickly
for
bu
ying
guidance
to
th
s
sect
ion
which covers spot
an
d n
et fall ra
dio
pic
lure
PAGE
169
RADIO BASICS
This is the largest collection of facts and figures on spot and network
radio ever assembled in SPONSOR'S history. 22 pages of fall facts
PAGE 207
TIMEBUYING BASICS
Want a quick review of what veterans say about timebuying tech-
nique? Then turn to these six pinpointed discussions on how to buy
PAGE 253
Spend Jefferson Nickels
on a Jefferson Standard Station...
Create Jeffersonian Results
UUBTV
CHARLOTTI, N.O.
UUBTUU
FLORENC
JEFFERSON STANDARD BROADCASTING COMPANY
represented nation-ally by CBS TV Spot Sales
a. w
\ ideo tape will be important in eliminating kinescope
and daylight saving time problems. See page 43. In picture
with Ampex tape recorder, Paul West, W \ president; Phil
Gundy, Ampex general manager; Howard Meighan, CBS TV v.p.
Mew t\ programs for tall include ABC kiddie spectacular-.
See program charts starting page .38. In picture, George \ ierheller,
director of St. Louis Zoo from which programs will originate;
Andrew Brand, ad mgr. Friedman-Shelby Div. Int. Shoe Co., program
sponsor; m.c. Johnny Olsen. Chimp act will be program feature
HIGHLIGHTS FROM THE 292 PAGES OF FALL FACTS BASICS
SPOT TELEVISION
Full report starts page 26
1. Advertisers are signing longer contracts. Increasingly
major spot tv spenders buy on a 52-week basis to hold
hard-to-get nighttime tv franchises.
2. There's a sharp increase in 20-second announcements
this fall. Clients ordering minute announcements more and
more do so with an eye to lifting 20-second announcements
out of them. I.D.'s, too, continue to rise in acceptance as
clients seek to work around the shortage of minute avail-
abilities that now prevails in spot television.
3. Close liaison with sellers is becoming an art. Some cli-
ents notify stations and reps months in advance of a cam-
paign breaking to prepare the way for getting the time slots
they want. More buyers are traveling to visit stations and
settle clearance problems, sometimes finding that there are
periods available as good as the ones they hoped for.
4. A spurt in daytime buying is considered imminent.
Media men point to expansion of network daytime pro-
graming and tightness of time at nigh) as prime factors.
NETWORK TELEVISION
Full report starts page 54
5. There are plenty of program changes but no new con-
cepts. The season is starting out as a period of consolida-
i ion "ii previously established program foundations. One
major trend is toward mure costume drama. In general
< omed) lias the highest casualty rate.
6. There are more available programs this year tlian last.
Networks have been late setting program schedules and at
presstime each of the networks had slots still open for
sponsorship in prime time though many contracts are set
pending final decisions. (See program charts starting
page 58.)
7. ABC is coming up fast. If billings continue at rate of
first half of year, network may show 50% gain for 1956.
Network has gone from 10 sponsored hours weekly in Jan-
uary 1953 to 37 hours and 30 minutes in 1956. One big
beachhead for ABC next season: the 11:30 to 12:30 morn-
ing block. At the other end of daytime, its Mickey Mouse
Club will now be unopposed by children's programing
from other networks, reflecting its moppet supremacy.
8. Nothing radical is expected from Washington. The
new FCC proposals on the allocations front will not result
in a rapid addition of new stations. Deintermixture of
vhf and uhf stations is proposed for some 15 problem
areas and a plan is advanced for eventual shifting of all
television to the uhf band. This is a long-range plan,
however, with the probability of a decade intervening to
allow for obsolescence of vhf sets. Congressional probes
will probably leave network operations unaffected.
FILM
Full report starts page 77
9. There's rise in costume drama film program type for
syndication, paralleling similar trend in network program-
ing. Daytime stripping of film shows i^ i; rowing practice
(technique which !\T>C borrowed successfully jn afternoon
slotting of / Married Joan reruns starting this spring).
Westerns continue popular, however varied demands of
film distribution business are resulting in wide variety of
show t\ pes beini; planned.
10. Film networks may be on rise. First sale by the Vita-
16
FALL FACTS BASICS
Hittinf;-th«--liiie hard has brought big gain this year
for spot radio. See details starting page 170. In pi' I
NBC Spot Sales' Fred Lyons starts gals on football prm
Ont-of-home listening under water is confined to
promotions like this one for \V 111)11, Boston, r'm fads
on more usual out-of-home audience, see Radio Ba-ir-. pa{
207
pix-Hal Roach combination bodes well for more pre-cleared
sales of film programs to national and regional advertisers.
National Telefilm Associates has announced a film network
which, it is understood, includes option time. About 50
affiliates are understood to be signed up for new net.
11. Clients are ordering more color commercials. Trend
is noticeable not only in 90-second and two-minute com-
mercials destined for spectaculars but for spot schedules
as well. Rough estimate is that 20% of commercials will
be shot in color next season, though color can add 15 to
35% to cost of filming a commercial, depending on type.
12. Animation uses are more varied this year. Not only
is there a greater variation in animation techniques, but
also more combination of animation with live action or
demonstration hard-sell. Clients are intent on bucking
competition by making their commercial lead-ins more
entertaining by means of cartoon feature stories.
SPOT RADIO
Full report starts page 170
13. Spot radio business is way up in general. Spot is
attracting brand new accounts, returnees and renewals at
a fast clip. There's growing feeling spot radio can be
used to capture basic marketing objectives as well as pro-
vide a booster. Gains aren't uniform, however. Small
markets for one find it harder to attract clients.
14. Advertisers are signing for longer schedules. There's
a considerable increase in 52-week contracts without any
turning away from saturation frequencies. The in-and-out
approach is becoming less popular with advertisers more
interested in maintaining steady pressure.
15. There's still a rush for early-morning availabilities..
One reason for signing longer contracts, frequently, is to
nail down the most-sought-after morning periods. But
there's growing buyer interest in other daytime periods.
In general, the attitude of clients toward spot radio has
been shown to be increasingly positive over the past year.
16. Radio copy is more sparkling. Which comes first, the
chicken or the egg? Underlying reason for upbeat in use
of spot radio may be fact many clients have been bring-
ing the commercial techniques up to date, getting more
out of their campaigns. More clients are going into com-
mercials with production values. There's stress on jingles,
music, sound effects, creating "on-the-air" logos for in-
stant client identification and product remembrance.
NETWORK RADIO
Full report starts page 198
17. Business looks good. There's more activity than in
any recent year. A big factor: There are a lot of new cli-
ents moving into network radio for the first time. Equally
important: Blue-chip accounts which still form the back-
bone of network radio are renewing and adding schedules.
18. No program concept innovations are planned. The
conventional program lengths remain basic at ABC, CBS
and Mutual. NBC, which introduced two new continuous
program concepts last season in Monitor and Weekday,
will retain Monitor and probably drop Weekday. Conven-
tional program lengths will probably go back into the
hours now occupied by Weekday.
19. Frequency buying is accentuated. Though there's
plenty of provision for the client who wants single-show
identity, the big trend is to use multiple insertions in a
variety of program positions. Advertisers can increase
their cumulative audience to high percentages of U. S.
homes by spreading their messages which explains the
interest in the technique.
20. Network radio is being used for more purposes. I lie
advertiser who wants to blanket a single region of the
country in order to introduce a new product or stimulate
lagging sales can do so on all four networks. Other flexi-
bility provisions include short-term contracts.
JULY 1956
17
TELEVISION AND RADIO
_v_
\ll<: President Robert E. Kintner
says ! i i till quality, original program-
ing arc needed to gain audiem es
and !o keep them entertained
NBC President I{..l..-rt W. Sarnoff
stresses prestige program for in-
stitutional buyer, vertical satura-
tion buying, color tv for "power"
TELEVISION
ONLY
CBS-TV President J. L. Van Vol-
kenburg sees much advance fall
booking in quest for good show and
time; hypoed interest in frequency
RADIO ONLY
< BS Radio President Arthur Hull
III' recommends i ombination "I
media, with purchase of radio for
' iiiinil.it i < > 1 1
MI5S President John B. Poor notes
the most radio interest in I years
in line "iili new persona] listening
concepts and guaranteed circulation
II)' advice ti
FROM NETWORK IIEA)
Network presidents speak in the roles
of radio and tv time salesmen in giving
their counsel to advertising men about
fall buying. Network executives' pic-
tures and statements follow this se-
quence: those directing both radio and
television networks; those guiding tv
only: those who direct radio only.
TELEVISION AND RADIO
_A_
Robert E. Kintner, president, ABC:
Another radio-television season is upon
us. Many advertisers have already
made their plans, still others are seek-
ing properties to get across their sales
message. Whether they renew an old
program or set out to try something
new, sponsors will be asking "Is our
programing entertaining?" . . . "Do
the people west of Madison Avenue like
our show?"
The chances are good that they will
meet with acceptability on both points
provided certain requirements have
been met for their propert\ .
To begin with, a program must have
consistently high production quality.
Whether it is a work of art, a fine
musical instrument, a radio show or a
television program, it can be only as
good as the craftsmen who make it.
A program loda\ also must have that
different something which makes it
stand out from all others. Originality
can be an important contribution to a
program's success.
Of course, we are all aware in our
dailj purchases of brand names of
names which mean quality. The same
hold true in radio and television. Pro-
ducers and packagers with previously
successful re< onls usually come through
w ith successful new packa ;es.
I he advertiser can use established
stars for their prestige, or new talent.
New talent lias the advantage of pro-
viding the advertiser with an oppor-
tunity to identify his sponsorship with
; i ising star.
Keep in mind. too. that execution ol
dmen on fall buying
»
For advice from reps, see next page
'} recommend continuity and frequency in buying', quality in programing
a program idea can make or break a
show. Sometimes, the idea is better
than the production. By expert pro-
duction, a sponsor can get the most
value out of his property.
In the case of television, selection is
often based on a pilot film. The spon-
sor must continually check to insure
that the entire series measures up to
the start, since a loaded pilot film can
only rebound to his detriment if suc-
ceeding programs fail to measure up
to the fast start.
Add a small measure of luck to the
above, and there's a good chance the
audience will equal the sponsor's hopes
and produce the thing he needs most
— sales.
TELEVISION AND RADIO
i a .
Robert W. Samoff, president, NBC:
The NBC television and radio networks
have introduced several programing
innovations to meet the needs of the
prestige-minded, institutional adver-
tisers whose objective is to relate, in
the mind of the audience, the product
and the company which makes it. These
programs are especially built to tell the
story of the personnel and research and
the business and social aims the adver-
tiser has behind his products. They
offer content appropriate to the spon-
sor's message and consist of subject
matter which makes the audience re-
ceptive to an advertiser's message.
One of the distinguished series of
programs which the prestige-seeking
advertiser may use on NBC TV during
the 1956-57 season is Project 20, which
tells the history of the 20th Century
and which will be presented in prime
evening time periods. The outstanding
< ritical acclaim received by "The
Twisted Cross" in this series gave the
North American Phillips Co. a particu-
lar!) impressive television introduc-
tion to its potential bu\ ing audience.
In radio, Mack Trucks, Inc., is cur-
rently telling the American people the
\ ital story of trucking by using an in-
>( it utional schedule on Monitor, NBC's
weekend radio service which pioneered
in offering advertisers the most flexi-
ble sales plan ever devised by network
radio.
Another series of distinction is NBC's
Television Opera Theatre. During the
1950-57 season the sponsor will have,
for the first time, two outstanding vehi-
cles working in his behalf — the Opera
Theatre itself with its imaginative pro-
ductions which each year have amassed
increased importance and popularity,
and, for the first time in the history
of television, a touring opera company,
under the auspices of RCA and NBC.
The latter will provide the sponsor of
the television opera scries with a mer-
chandising service not before consid-
ered in the realm of possibilty.
For a long-range point of view,
another challenging series that is being
planned and offered to advertisers for
this fall on NBC TV is Telescope, which
will consist of 11 major individual
shows all in color and feature some
of the most thought-provoking people
and events of our world today. Tele-
scope is to be scheduled Sundays,
4 to 5 p.m.
In addition to these prestige program
series, we believe that advertisers this
coming season may wisely follow the
use of the vertical saturation plan pio-
neered by NBC and so successfully em-
ployed by Alcoa last December. The
vertical saturation plan serves all kinds
o' needs — launching of new products,
new packaging, new copy themes or
new premium offers. It's also especial-
lv suited to pre-holiday sales drives
and effective for building fully-mer-
chandized promotions which excite the
local dealer level. Its immediacy and
flexibility enable an advertiser to de-
termine the audience by selecting NBC
programs of various appeal.
The added power of merchandising
which ties into such a one-day push
also is certain to add heavily to the
total results. In addition, the use ol
programs and their star personalities
t"t il up to an advantage that goes far
beyond mere announcement advertis-
ing. We believe this added dimension
of commercial impact is especially im-
portant when an advertiser is seeking
all-out results from a single advertising
effort.
Finally, and most important, adver-
tisers will be able to use the vast power
of color television on a regular basis.
This fall we will schedule some of our
biggest evening attractions in color on
a regular weekly basis. Our blueprint
for the fall calls for at least one major
show in color every night of the week
— in addition to our spectaculars. This
will give advertisers the means to sur-
round their products with the excite-
ment and prestige of color tv. They
will be able to show their product as
il really is — with natural color, sound,
demonstration and the third-dimension-
al effect that only color can give.
TELEVISION
A
f \
J. L. Van Volkenburg, CBS TV: A
year ago in sponsor's 1955 Fall Fa ts
Basics issue, I said, "At no period in
the past have so many advertisers in-
vested in network television so far in
advance of the fall season."
That statement is even truer today,
for there is more business "on the
books" than for any other fall season
in network television history — and this
is true for day and night buyers.
There are two controlling reasons
for tlii- advance booking. The first, of
course, is to guarantee a good program
in a good time >l«»t. The other rea-
son is that one of the most rewarding
|>\ -products of t''lr\ i-iun is it- abilitj
to whip up dealer enthusiasm and
create consumer demand well in ad-
vance of the premiere performance of
the program.
But the most interesting development
(Please turn to page 2
JULY 1956
19
ff
My advice to admen on fall buying
FROM REPRESENTATIVES Tips on getting most out of spot radio and tv
Representative firm executives whose
statements appear below alphabetically
by firm name give admen what they
consider their best buying tips for fall
John Blair, president, John Blair &
Co.: One of the principal buying op-
portunities which will exist in spot ra-
dio this fall is one which is not new —
it's the opportunity to buy in well-
established local programs, with a
proven record of success, and to capi-
talize on the rapport which exists be-
tween the listener and the local per-
sonality who has built the record.
As I say, this opportunity is nothing
new — it is one of the established ad-
vantages of spot radio, the importance
of which has become increasingly ap-
parent to advertisers as recent events
in radio have emphasized the strength
of good local programing.
Another opportunity exists for the
advertiser. It is the opportunity to
make more effective use of a medium
of proven inherent sales effectiveness
by better creative handling of commer-
cial copy. The weight of a strikingly
different copy approach or an ingeni-
ous use of the medium is usually dem-
onstrated by public acceptance of the
copy itself, such as was the case with
the Pepsodent commercials introduced
in January of this year.
Much the same thing can be said
I
John Blair, prcs.,
John Hlair & Co.
Ted Oberfcldcr, prcs.,
Burke-Stuart Co.
Gordon Hayes, gen. mgr.,
CBS Radio Spot Sales
Craig Lawrence, v.p. in charge,
CBS TV Spot Sales
Joseph Bloom, prcs.,
For joe & Co.
Pictures of reps who
have advice for admen
• For rundown on coun-
sel from network execu-
tives on same subjects,
sec Page 18 this issue
W V Kellner, radio sis. mgr.,
The Katz Agency
Sidney I Wolf, pres., John II. Reber, dir.,
hi\st«n<- IV casting System ISliC Spot Sales
20
FALL FACTS BASICS
about spot tv so far as commercial
copy is concerned. We know the me-
dium sells; it simply sells more and
better when the copy is well done.
Witness Harry and Bert Piel.
In spot television, the increasing use
of good feature film and syndicated
programs by stations in the daytime
will provide advertisers with better op-
portunities for making outstanding
buys this fall and from now on.
In recent months, SPONSOR has de-
voted considerable space to the growth
of the spot medium, both in radio and
tv. The reason for this growth is a
simple one — more and more advertis-
ers have been realizing and capitaliz-
ing upon the opportunities for good
advertising and merchandising which
have distinguished both media for
years. Better copy, greater frequency
of use, more consistency of use — these
are the ways in which the alert adver-
tiser makes an effective sales medium
work for him to best advantage.
Ted Obertelder, president, Burke-
Stiwrt Co. : It becomes more and more
apparent that as most advertisers are
planning to expend greater sums in ra-
dio during the coming season, avail-
ability of choice time will become
tighter and tighter. Advertisers who
are planning such expenditures in ra-
dio should necessarily prepare their
budgets in advance and lock up as
quickly as possible what they consider
the best time periods in which to sell
their products. Naturally, in radio
there is a big rush for early morning
time, but certainly other time periods
sell equally as well. For example, late
evening time is becoming as desirable
as early-morning time. There are still
certain good economic buys in early
afternoon radio and the alert adver-
tiser and agency can spot these t
quickly. Late morning and early after-
noon time will always be a standard
period for sale of goods and services.
Gordon Hayes, general manager,
CBS Radio Spot Sales: "A medium is
only as good as the people it reaches"
and, for this reason, the H ise adver-
tiser investigates, analyzes and, finally,
caters to the majority dictates of the
people. In radio, for example, survey
after survey has found that a vast ma-
jority rate the medium number one in
swift coverage and dissemination of
news. Here, then, is a highly signifi-
cant signpost for an advertiser eyeing
all or some of the 47,300,000 U. S.
families, who have purchased more
than 130,000,000 radio sets.
The value of radio news to an adver-
( Please turn to page 288)
r
P. Hollingbery, pres.,
e P. Hollingbery Co.
Frank E. Pellegrin, v.p. -partner,
H-R Television, Inc.
Scott Donahue, tv sis. mgr.,
The Katz Agency
. Pearson, pres.,
E. Pearson Co.
Edward Petry, pres.,
Edward Petry & Co.
&
<7* ^
Lloyd George Venard, pres.,
Vcnard, Rintoul &
McConnell, Inc.
-40
Joseph J. Weed, pres.,
Weed Television Corp.
JULY 1956
Adam J. Young, Jr., pres.,
Adam ) tiling. Inc.
21
M"E (McCann-Erickson) loves you, and we just don't care
who knows it! After all, you — the talent, the producers, the packagers,
the people with ideas — helped make this the biggest quarter
in McCann's history, so why shouldn't we? To be specific, our little affair this
year will give birth to TV and radio billing weighing in at over $90,000,000,
and that's a heap of lovin' in anybody's book.
Most important of all, our romance has made McCann clients the
happiest mothers-in-law on TV, with big bouncy shows like Climax!,
Shower of Stars, Studio One, Disneyland, and many, many, many others.
ME loves you, so, please, keep right on calling us with those
big, bright ideas. (If a man answers, keep talking
anyway ; we're a pretty broadminded lot.)
McCANN-ERICKSON
TV SHOWS FOR 1956
Climax!
Disneyland
Shower of Stars
Studio One
The Jackie Gleason Show
Warner Brothers Presents
Color Spread
Mickey Mouse Club
Wednesday Night Fights
Adventures of Jim Bowie
Baseball Game of the Week
Death Valley Days
Dragnet
Eddie Fisher— Coketime
Gunsmoke
High Finance
Lone Ranger
Passport to Danger
Sky King
Two For The Money
Houseparty
Today, Home, Tonight
Bob Crosby Show
Prescription For Living
Science in Action
Sohio Reporter
The Ohio Story
Tennessee Ernie Ford
Garry Moore Show
Esso Reporter
Uncle Johnny Coons
Cleveland Indians Baseball
In fact
More than ever
McCann originates
and produces more
television throughout
America (from I.D.'s
to hour shows) than
any other agency.
#% McCANN-ERICKSON, inc.
New York, Boston, Atlanta, Cleveland, Detroit, Chicago, Louisville, Houston,
Dallas, San Francisco, Los Angeles, Portland and offices throughout the world.
IN ONE GIGANTIC LEAP
WEHT-TV CLIMBS FROM 11,000 TO
WATTS!
Jack's bean stalk was a stunted century plant compared to
this story of growth. On April 14th permanent affiliation
contracts were signed with CBS. WEHT-TV— Channel
in the Evansville Market Area will boost its power from
11,000 to 204,000 Watts . . . involving an expenditure o
$200,000 in RCA transmission equipment.
AN ESTIMATED 75,000 NEW HOMES WILL BE INCLUD-
ED IN THE NEW COVERAGE AREA!
WEHT-TV is your FOLLOW-THRU station in the Evans-
ville Market. Only WEHT offers (1) Guaranteed on-the-air
promotion, (2) Newspaper advertising, (3) Newspaper pub-
licity, (4) Letters to retail trade, (5) Daily news letters to
hotels and hospitals, (6) Lobby displays, (7) monthly house
organ, (8) Window Banners, posters and (9) 100 Billboards.
•Pending FCC Approval
CHANNEL
WEHT-TV
ALSO OPERATING WEOA-CBS KADIO
REPRESENTED BY YOUNG TELEVISION (September 1)
24
FALL FACTS BASICS
1956 FALL FACTS BASICS—SECTION
SPO
Nighttime tv availabilities continue tighter than ever, and daytime
buying will be heavier this fall than last. Spot buying patterns
are changing to longer contracts and many clients are going into fringe
time because of tightness of prime nighttime. Coverage starts page 26
lVI=.TVti
Big fall lineup changes are set within established program
categories not in terms of new concepts. Important to watch: the
surge of ABC. Big in the news yet unlikely to produce major
changes soon: the Washington probes. Network coverage starts page 54
SPOT TV
Focus on ways to get top time
To clear good schedules, clients are buying for 52-weeks, going into day and late night
Buying strategy
Q. What can clients do now to
get choice availabilities this fall?
A. Advertisers who have (heir eye
on prime evening time will find fall
buj ing more hectic and rushed than
ever hefore. They'll he competing
against long-term advertisers, against
clients who've huilt franchises over the
years and against clients who are will-
ing to buy greater frequency than in
season- past.
A substantia] number of advertisers
arc eitliei staying on from spring
through summer without a break, or
else buying summer schedules to in-
sure getting prime evening time in fall.
Ii - the same trend that's been appar-
ent in network television for several
seasons with truer and fewer clients
taking a hiatus until the networks
wrote the hiatus concept off their
books formall) this year (see sponsor
5 March L956).
" I he lack of change on the networks
this summei i- amazing and signifi-
cant." says Jerr) Sprague, Cunning-
ham & Walsh media buyer. "Spon-
sors have to keep time periods if they
wan! back on in fall. This pattern
ill' - i- spot i\ as well."
\im for continuity of schedules is
the .iil\ ice most media men give cli-
ents today. The savings incurred
through a summer hiatus could be
more than offset l>\ the client's losing
■ u! ..ii good fall schedules. Further-
media researchers point out that
the I'.u-li. -I l.. . I. .11 period, prime
evening lime, shows the least audiem e
drop <liii in- the summer.
"This year particularly, nighttime
schedules to go through fall are ideal-
1) bought before the tall rush," saj -
Brendan Baldwin, Kenyon & Eckhardl
media supervisor. "Nol only is the
ilmp in audience likely to be slighter
at night, partieularly since fewer net-
work programs are off for the summer
now : hut at the same time, clients are
carving out a franchise for fall that
the) couldn't clear in August or Sep-
tember."
The soap giants have been leading
the way toward 52-week schedules.
Most ill them tend to be on a calendar
year budget with their agencies buy-
ing at the beginning of the year and
tlm-. getting a jump on the best avail-
abilities. Seasonal fall advertisers and
small-budget clients are hardest hit by
this trend.
Agencymen's advice to them takes
two tacks: Cut down on the weekly fre-
quency of the schedules and prolong
the campaign as much as is economi-
cally feasible. Or else, aim for sec-
ondary time periods like late afternoon
and late night, which have been build-
ing broader viewing audiences as a re-
sult of changed and increased network
programing.
Q. What are some techniques
timebuyers use to get good sched-
ules in spot television?
A. One of the popular practices to-
da\ is the "letter saturation."
A timebuyer starts getting out let-
ters to station management and to the
icps main months before a campaign
to alert them that his client will even-
tually go on the air. He tries to ac-
quaint them long in advance with the
client s approximate problems and au-
diencc needs, the budget he's IikeK to
have for that particular market and
the length of announcement- he'll ward
to place.
"We have letters out now for next
March, says Dick Bunbury, supervis-
ing t imebuyer at Y \\ . Vyer. "\\ e
find that we gel the best cooperation
..l reps and stations both if we let them
in on our plans as soon as we make
llii-m. Of course, it's more usual for
us to -mil those letters out 60 to 90
days before air time, but the earlier
you can get started, the better your
chance to clear top time."
Better communications between time-
buyer and rep is the keynote for 1956
bin ing.
Most buyers stress the importance
of keeping reps and stations informed
of the client's upcoming plans while a
current campaign is still on the air.
They feel that it's more important this
year than before to keep every station
in a market informed of the client's
needs so that no good availabilities
will go lost.
Media men are traveling more this
year than ever before. They've seen
excellent results after buyers visit
tough-to-clear markets and acquire
personal knowledge of local market
situations and station management.
"\ cr\ often you can find a solution to
a tight market situation by being right
there on the spot," says D-F-S buyer
Cliff Botway.
Also, the buyer's perspective once
he gets to a market and studies it at
first hand max be quite different from
the plans he made at his desk. "T>\
going into a particular locality," said
one McCann-Erickson buyer, "more
than once I've virtually reversed my-
self on original plans. I found, through
more intimate knowledge of the station
and market, that a totally different
schedule from the one we'd been seek-
ing— and couldn't get -would reach
about the same audience and at no
more cost."
It can be difficult for buyers to keep
tabs on viewing habits and local pro-
gram changes simpl) from batches of
written material they see behind a
desk, "('onlact and negotiation. as
FC&B's broadcast media director \it
Pardoll says, "are still the keynotes to
successful buying, particularly in tight
situations."
Agene\ management has recognized
(Please turn to page 30)
26
FALL FACTS BASICS
Coty
Franklin Bruck
Du Pont
BBDO
Tv's mission: Combat major competitors' high-
priced network tv efforts, like $64,000 Question
Client's method: Coty put $2 million of its $3.5
million budget into spot tv, some $850,000 of it
In hind introduction of Coty "24", a new lipstick.
Products are sold by chic Coty Girl in Lilly Daehe
hat, shown in 30 top markets in minute films
Tv results: Within 3 months of using spot tv, Coty
"24" had sold a record 5 million lipsticks. Some
2 months later, Revlon introduced its competitive
lipstick on net tv, but Coty "24" maintained sales
Tv's mission: Prove to tv newcomer, Du Pont's
#7 car polish, that spot would pu-h sales fa-t
Client's method: CHS TV Spot Sales made; check in
Jackonsville to determine Du Ponl #7's share of
market prior to tv test campaign. Then Du Pont went
on tv with 7 l.D.'s weekly for 13 weeks in prime time
Tv results: Prior to tv, Du Pont #7 had been bought
by 3.5% of respondents in CBS TV Spot Sales'
sample, 500 tv owners. After test, interviews with
another 500 tv owners who'd bought polish in 3
iiiiiiiths previous showed 21.1% bought #7
,
RANGE OF BUYING PATTERNS VARIES ACCORDING TO AIMS
AS THESE FOUR NATIONAL SPOT TV CASE HISTORIES SHOW
Proctor Electric Co.
Weiss & Geller
Tv's mission: Demonstrate new products like Hi-Lo
ironing table, push distribution, increase over-all sales
Client's method: Proctor tried saturation test in
New York, the toughest market, with 60- and 20-
second announcements on 3 stations for 13 weeks in
1954. Next season they expanded same pattern into
Los Angeles and Philadelphia. By 1956 they put
$800,000 or 80% of ad budget into spot tv campaigns
Tv results: 13-week test pushed sales up 70%. Firm's
dealerships rose from 350 to 2,000. Last year, firm
sold 500,000 Hi-Lo ironing tables at $13 to' $17 each
Shulton
The Wesley Associates
Tv's mission: Promote its 100 products in nun's
and women's toiletries to the dealers, push sales
Client's method: From a $300,000 investment in spot
tv-radio in 1952, Shulton ha- upped spending to
50% of its SI million budget in 1956. Shulton uses
20's in prime nighttime adjacencies to reach families,
rotates products in its key time slots b) sales and
seasonal needs in 30 tv markets
Tv results: Two in Old Spire nun'- line are tup
sellers — after-shave lotion and stick deodorant.
Annual -ale- exceeded $25 million last year
the
power
that's
changing a
river !
WR0980 and WRC-TV-4 Washington, d.c. are sold by
Washington, D. C.'s historic Poto-
mac River is heading toward a new
face and character. And a public
service campaign hy WRC and
WRC-TV has been a major force in
urging legislation to this end.
One of the most important steps to-
ward cleaning up the famous (but
polluted) river was a continuing
television series on WRC-TV, titled
"Our Beautiful Potomac," which
provided a closeup of conditions
menacing two states and the Dis-
trict of Columbia. WRC and WRC-
TV followed up the series by airing
opinions and suggesting construc-
tive action.
Results? Here's how Variety
summed up when it presented these
stations with its 1956 Showmanage-
ment Award for "Serving in the
Public Interest":
". . . the series so shocked viewers
that the Washington newspapers
jumped on tlie bandwagon and
joined in tlie crusade for an end to
pollution. Legislation urged by the
stations is now pending in botli
houses of Congress."
This positive action is one more ex-
ample of the community leadership
generating from all stations repre-
sented by NBC Spot Sales. That
these stations serve their advertisers
with equal vigor is a matter of rec-
ord, too. You'll learn why when you
put the selling force of the stations
represented by NBC Spot Sales be-
hind your product.
There's always something
extra on the stations represented by
NBC Spot Sales.
3OT SALES
REPRESENTING THESE LEADERSHIP STATIONS:
NEW YORK WRCA, WRCA-TV
SC 1 1 KNECTAD Y-
ALBANY-TROY WRCB
PHILADELPHIA WRCV, WRCV-TV
WASHINGTON WRC, WRC-TV
MIAMI WCKT
BUFFALO WBUF-TV
LOUISVILLE WAVE, WAVE-TV
CHICAGO WMAQ, WNBQ
ST. LOUIS KSD, KSD-TV
1)1 \\ I'll KOA. KOA-TV
SEA1 ILL HOMO, KOMOTV ;
los angeles krca
portland kptv
san i mancisco knbc
bono! iii' kcu. kona-tv
anh hie
ni1c western radio network
SPOT TELEVISION (Continued)
the \alue of increased travel and per-
sonal station contact, and a number of
reorganizations in media departments
in the past year came about to meet
the need- of spot H Inning as well as
broad changes in agency servici
""New scope in media buying," spon-
sor. 11 June L956). The trend among
major agenC) media department- has
been to free more media executives
from paper details so they can concen-
trate on planning and integrating tv
and other media into a client's over-
all marketing strategj .
Big trend among major agencies to-
da\ is the semi-integrated media set-
up, with anywhere from two to seven
associate media directors who are all-
media strategists. This trend has an
effect upon spot buying in so far as the
individual timebuyer gets broader and
more detailed briefings from his asso-
i iate media director on each account
than he could previously get from con-
tact with a single media director and
the account executive.
J. Walter Thompson huvers, for ex-
ample, who've been introduced to this
An $899,481,000
Buying Power Market!
MORE AUDIENCE
than any other TV station in the
rich heart of Louisiana
-=p> FROM 5:00 P. M. to SIGN OFF
^ (Monday thru Friday)
y
W B R Z rated highest in 125 quarter hours out
of 149.
FROM 12 NOON to 3:30 P. M.
(Monday thru Friday)
WBRZ rating Tops AM Others Combined!
- from a study by American Research Bureau,
Inc., encompassing 31 counties and parishes
in Louisiana and Mississippi-
WBRZ 2
BATON ROUGE, LOUISIANA
Power: 100.OOO watts Tower: 1001 ft.
NBC-ABC
Represented by Hollingbery
system just this past year, feel they
now have more choice and latitude in
setting up schedules. Media strategy is
now truly developed within the media
department and by men to whom the
buyers have easy access.
'"\\ e find more flexibility in this ap-
proach," one JWT timebuyer told
sponsor. "Once the broad marketing
and media aims are approved by the
client, it's the buyer who can adapt
them to individual market and station
problems."
The changes that have occurred in
recent years within top agency media
departments have been brought about
for these among other kev reasons:
(1) to bring timebuyers closer to mar-
keting strategy and thinking; (2 1 to
free buyers for more personal contact
with stations and markets so that their
efficiency in clearing hard-to-get time
would improve.
Says Frank Carvell of B\B, where a
semi-integrated system similar to
JWT's has been in operation for three
years: "There's more traveling to sta-
tions this year than before, particular-
ly to clear prime evening time. And
this traveling has been paying off."
At Y&R where all-media buyers are
the rule, rather than specialized time
and space buyers, the particular man
who visits a local market goes there
to negotiate for other buyers as well
as his own accounts. There's virtually
a rotating travel system.
Q. How can buyers clear the best
available times for film shows?
A. Get in there early is the cardinal
rule again this year. Shows with track
records are, of course, generally easier
to place than new properties. But here,
too, there are certain steps a buyer can
take to sell the station he wants to
clear on the show (see also Film Sec-
tion, page 86 I :
1. Send the station a show promo-
tion kit, explaining the contents and
appeals of the program, its past rat-
ings history, the audience composition
figures in previous runs, pictures and
information about the stars. That way,
the station management can determine
mure easily how and where the film
program can besl strengthen the sta-
tion's programing lineup. i Ideally,
the buyer can pave the \\a\ for his
shows sending a print to stations for
screening. I
2. Make sure the time periods
\ouie seeking are suitable to the prop-
30
FALL FACTS BASICS
ARE YOU
HALF-COVERED
IN
NEBRASKA'S OTHER BIG MARKET?
1956 ARB METROPOLITAN
AREA COVERAGE STUDY
PROVES KOLN-TV SUPERIORITY!
The 1956 ARB Study of 231 Metropolitan markets in-
cluded 6 in LINCOLN-LAND — 5 in Nebraska, 1 in Kansas.
In these 6 markets, KOLN-TV is viewed-
most in 6 daytime categories ... in 5
out of 6 nighttime categories.
KOLN-TV gets an average daytime, "viewed-most" rating
of 54.0% as against 15.2% for the next station. Night-
time averages are 59.8% for KOLN-TV, 25.0% for the
next station. Enough said?
JULY 1956
WKZO TV — GRAND RAPIDS KALAMAZOO
WKZO RADIO— KALAMAZOOBATTLE CREEK
WJEF RADIO — GRAND RAPIDS
WJEF FM — GRAND RAPIDS KALAMAZOO
KOLN-TV — LINCOLN. NEBRASKA
Auoco'cd with
WMBD RADIO — PEORIA, ILLINOIS
THIS
AREA
IS
LINCOLN
LAND
KOLN-TV delivers Lincoln-Land — 200,000 families, 125,000
of than unci u plicated by any Omaha signal!
95.5'V OF LINCOLN-LAM) IS OUTSIDE THE GRADE
"B" AREA OF OMAHA! This important 42-county market is
as independent of Omaha as Hartford is of Providence, or
Syracuse is of Rochester!
Telepulse figures show that KOLN-TV gets 138.1?! more
afternoon viewers than the second station . . . 191.1'. more
nighttime viewers!
Ask Vvery-Knodel for all the facts on KOLN-TV, the Official
CBS-ABC Outlet for South Central Nebraska and Northern
Kansas — "Nebraska's other big market."
CHANNEL 10 • 316,000 WATTS • 1000-FT. TOWER
KOLN-TV
COVERS LINCOLN-LAND— NEBRASKA'S OTHER BIG MARKET
Avery-Knodel, Inc. Exclusive National Representatives
31
SPOT TELEVISION (Continued)
ert) and the market's viewing habits.
Intimate knowledge of the show's pre-
vious adjacencies and time slots as
•well as the programing structure of
stations in the market gives you the
best station's point. It doesn't make
sense to pick top-rated time slots out
of pocket pieces and try to force your
client's show into them if they don't
fit.
3. If you re bu\ing for a first run.
send the station full material about
the producer's and star's background,
promotion plans and merchandising
gimmicks envisioned by syndicator
and client. Be sure to allow sufficient
time for pre-selling stations on the
ratings potential and merchandisability
of a new show. If it's tough to clear,
a series of screenings for the station
reps might help.
4. Work with the syndicator. Often
he knows of time periods opening up
on statinn- with whom he docs busi-
ness. Also, the contacts a syndicator's
fieldmen make can be valuable to the
timebuyer in clearing for a show.
5. Link timebuying plans with ef-
forts to pre-sell the show in the
markets you arc bu\ ing. The client's
own contacts, like wholesalers or re-
tailers in a market, can help develop-
the station's enthusiasm for the show.
In some markets it might be worth
while to have screenings for the trade
well in advance of buying the par-
ticular station the show's to go on.
Such pre-selling to the trade will turn
them into salesmen for the show and
build a rating before the actual on-air
time. At the same time, the enthusiasm
of the local trade is likely to make the
matter of getting a good time slot
easier for the timebuyer.
Availabilities
Q. How do nighttime availabili-
ties this year compare with last?
A. It's even more of a seller's mar-
ket this year than in 1955. However,
the extent of the tightness is a little
harder to determine this year, because
stations have cracked down on con-
firming orders more than 30 days in
advance. Partly, they're not in position
to confirm so far in advance because
late changes in network programing
are making it hard for individual sta-
tions to guarantee adjacencies now.
"What good would it do me to ask
for avails and place orders before the
stations themselves know what their
schedules will look like?" most time-
buyers say. Yet, they're paradoxically
anxious to get orders in early, because
nighttime continues so tight.
The new stations coming on the
air during the past year have not
eased the tightness appreciably, be-
cause the waiting line of clients want-
ing to get into nighttime spot tv has
increased more than proportionately.
The early-evening and late-night
periods are getting tighter, too, for
minute commercials, particularly in
markets with fewer than three stations.
Q. What nighttime programing
trends should timebuyers watch in
the autumn?
A. The fact that the networks were
late in firming up nighttime lineups
made it tough for buyers to plan well
ahead for fall with any certainty. Now
that nighttime programing for the fall
has finally taken shape it's time for
a 3 Billion Dollar
Retail Sales Market With . . .
OF ALL HOMES USING
% .
UHF in Americas most
natural and largest ULTRA-
HIGH Frequency Market
TbD*
4600 Ft. above sea level
175,000 TV Homes
0 TV channel 47 BLANKETS
O'NEILL
P. O. BOX 1708
The Entire Market Area
BROADCASTING COMPANY
represented Nationally by the Branham Co. FRESNO, CALIF.
SPOT TELEVISION (Continued)
media buyers to review and analyze
the network lineups, to determine what
prime adjacencies they might watch
for. Here are a few of the trends to
watch and for a complete analysis of
network programing (see page 59) :
It is now obvious that the biggest
and most significant changes are in
the 7:00 p.m. to 8:30 p.m. period Mon-
days through Fridays. Newcomers to
the network during those times are
mainlv adventure shows, like Bold
Journey, Monday on ABC TV 7:30-
8:00 p.m.: Sir Lancelot, Mondays,
NBC TV 8:00-8:30 p.m.; Hiram Holi-
day, Wednesdays, NBC TV, 8:00-
8:30 p.m.; Adventures of Jim Boivie,
Fridays, ABC TV, 8:00-8:30 p.m.;
West Point Story, CBS TV, Fridays
800-8:30 p.m.; lane Grey, Fridays
CBS TV, 8:30-9:00 p.m.
The networks expect these shows to
pull in broad family audiences, with
emphasis on adult men and women.
These are adjacencies for buyers with
any category of mass-appeal product to
watch.
Adventure shows and costume dra-
mas particularly are the newest cate-
gory of shows to get emphasis on net-
works. The nets, having seen peak-of-
season ratings of Robin Hood (31.2
ARB, December 1955 I and other cos-
tume dramas, have been encouraged
to add more in a similar vein.
If Sir Lancelot does as well, this
will be another prime availability to
line up for early. Of course, Sir
Lancelot will buck tougher competi-
tion in fall than Robin Hood did last
\ear. Danny Thomas, with a track
record and steady ratings (19.8 ARB.
December 1955) on ABC TV be op-
posite, as will Burns and Allen 1 28.0
ARB, December 1955 1 on CBS TV.
In its 7:30 to 8:00 p.m. niche, Robin
Hood had to buck two 15-minute strips
on NBC TV and Topper on ABC TV.
The "small-money" quiz shows have
gone by the wayside, knocked out by
giant giveaways, $64,000 Question
and Big Surprise. The former became
the top-rated network tv show last
summer and maintained that position
during the rest of the year. Big Sur-
prise built somewhat more slowly, but
achieved a 24.2 (ARB, December
1955 l and held on steadily to the top
ratings for Saturday 7:30-8:00 p.m.
It knocked out Beat the Clock opposite
it on CBS TV. Sylvania. sponsor of
this "small-money" quiz, dropped the
show in favor of Buccaneer, a film ad-
(Please turn to page 36 1
JULY 1956
The CALIF. ORE
TV TRIO
OREGON
KBES-TV Medford »
• Channel 5 '
KIEM Eureka ,
Channel 3 f
f
CALIFORNIA
*KOTI-TV
Klamath Falls
Channel 2
.About Aug. 12
Fronciico/
300 Mi. /
/
/
/
/
K'
Y
the Smut/in TV Stations
CHANNEL 2
Klamath Falls, Ore.
CHANNEL 3
Eureka, Calif.
CHANNEL 5
Medford, Ore.
KOTI
KBES
(Affiliated with KIEM-AM, 5000 Watts, 1480 KG, KRED-FM,
Eureka, Calif., and KUIN, KGPO-FM, Grants Pass, Oregon)
three markets — one billing
MARKET FACTS
POPULATION 324,745
FAMILIES 106,908
TV FAMILIES 65,023
RETAIL SALES $420,528,000
CONSUMER SPENDABLE INCOME . . . $467,743,000
"The Calif.-Ore. TV TRIO bridge the gap between San
Francisco & Portland with EXCLUSIVE VHF Coverage on
Channels 2, 3 & 5."
for CALIF.-ORE. TV TRIO
call DON TELFORD Mgr.
Phone: Hillside 3-3123; TWX Eureka 16
or ask
MO/XGBL/XIW
national representatives
What sold you on
'Broadcast Monday
through Friday . "ii
KNX1 I os Vngeles;
K I'l \ San I rancisco;
KFMB-T\ San Diego;
KFR] l\ I resno;
Kl RO I \ Bakersficld;
KB] I I \ Sacramento;
KOIN l\ Portland;
KIN II \ Seattle-Tacoma
Available ;i- a i omplete
;jir,u|i or the six
( lalifomia stations only.
( .1 1 details from
CBS Television -
u
Panorama Pacific" ?
Both Nielsen and ABB! They show that Panorama Pacific"
lias more viewers ... higher ratings... a bigger share of audience
than any other Pacific Coast network early-morning show.
And within reach of the eight CBS Television Pacific Network
stations carrying the show are 93% of the Coast's television
families. Perfect way to cover the Coast at one fell swoop!
SPOT TELEVISION (Continued)
venture that will debut in fall. $64,- time on all networks. \BC T\ is
000 Challenge, the panel quiz based planning; several kid spectaculars on
$64,000 Question, made Top 1" Saturdays 11:00 a.m. to 12:30 p.m.
in ratings soon after it went on the air.
Q. What are major daytime
trends timebuyers should watch?
A. There'll be an increase in day-
time network programing. ABC l\
has plans for the 11:30 a.m. to noon
period, lml the program format has
in it yet been determined. Later in the
season, VBC T\ expects to add more
daytime programing.
\|'.( I \ has dropped one of the
tun soap operas it carried this season.
Replacing that soap opera will be an
added 15 minutes of Queen for a Day,
following Matinee Theater. Queen for
a Dm has been building ratings steadi-
ly, and i- expected to strengthen the
afteri n lineup 1>\ following right
on top i if Matinee Theater.
Timebuyers with kid-appeal prod-
ucts will find that Mickey Mouse Club
is the onl) remaining late-afternoon
net t\ show with predominantly kid
appeal this fall. NBC T\ has shifted
Howdy Dood) to Saturda) morning,
which will he a heav) kid-programing
DST muddle
Q. Will the Daylight Saving mud-
dle still snarl spot schedules?
A. \ ideo tape, as introduced In the
Ampex Corp. at the spring NARTB
convention, i- the shining hope of the
industr) in solving time discrepancies
between the lour VS. time zones. But
video tape won't lie in full use as yet
this fall.
"It takes more than our first three
machines to feed all the stations that
remain on Standard Time throughout
the summer or even those who go
Standard while New ^ ork remains on
DST." said a CBS TV engineering
executive." "We ma\ use a viedo tape
recorder on the \^ est Coast instead
of the hot kine. But to date there are
no startlingly different provisions for
the other time zones."
#*»
^KAtttl
I
KHOL-TV
plus . . .
^^^ New \
SATELLITE )
«A STATION /
Give You Bonus Coverage
In Nebraska's 2nd Big Market
161 ,715 Unduplicated Families at
TV'S Lowest Cost-Per-Thousand
SOUTH DAKOTA
KHOL-TV and Satellite
Station cover rich Central
Nebraska — the State's 2nd
Big Market
KHOL-TV picks up where
Omaha leaves off — you buy
no duplicated coverage
One buy on KHOL-TV
gives you bonus Satellite
coverage at no extra cost
Investigate Nebraska's 2nd Big Market today —
( out. ut KHOL-TV or your Meeker representative
KHOL-TV
Owned and Operated by
BI-STATES CO
CBS ABC
CHANNEL 13 Kearney, Nebraska
Channel 6 Satellite Station,
Hayes Center, Nebr.
Represented nationally by MEEKER TV, Inc.
vu\- NBC TV's v.p. in charge of
research and development, Hugh Be-
\ ille. *'l don t think Ampex can de-
liver in sufficient quantit) for another
\ear. And until then, we can't plan
on using these tape recorders to solve
an) time /one differential. We're
planning to solve that in our regular
ua\. with delayed telecasts of kines
in man\ instances."
\B(. T\ affiliates will be able to get
an) ABC T\ New York-originated
show at the same time locally through
a - \ t -« 1 1 1 \BC T\ initiated in April
1956.
"We've set up a bank of 35-mm.
high-speed film recorders in Chicago,"
-a\> ABC TV's v.p. in charge of en-
gineering. Frank Marx. "When a show
feeds in from New York, it's put on
35-mm. film and then delayed for the
necessai) time til playback time."
For spot tv clients and timebuyers
this means in essence that evening
adjacencies and time schedules will
go through the same amount of re-
shuffling and flux as in fall seasons
past, complicated b\ the fact that New
\"ik and other isolated cities and
areas will be on DST [or the month
of October.
This complicating factor is the re-
sult of DST legislation initiated in
New ^ ork over a vear ago which ex-
tended New fork's Daylight Saving
Time for a month last vear and will
do so again this year. Since most
fall network shows premiere in Sep-
tember, this means a potential re-
shuffle of schedules when some DST
states and cities go back on Standard
in September, another one when New
i ork. New F.ngland and other pro-
longed DST areas go back to Standard
Time.
Spot clients
Q. Who are the top spenders
among spot television advertisers?
A. Reports on spot tv .-pending
issued b) the Television Bureau of
Advertising and b.i-ed on N. C. Hora-
baugh data indicate the scope and
stage on spot t\ aeti\ it\ . The T\ B re-
potts puts estimated spending in spot
tv for the fourth quarter of 1955 at
36
FALL FACTS BASICS
C<rr>uL Lmv^jcv Oy^ksuu
NORTH ADVERTISING incorporated
JULY 1956 37
SPOT TELEVISION (Continued)
$103.9 million and for the first quar-
ter of 1956 at $100.2 million.
In each <>l those periods food and
grocer) products bought more spot
lv than am other product type: $27.1
million ami $28.5 million respectively.
The second most active categorj of
products were drugs with $8.9 million
in tin- '55 quarter, $10.7 million in the
L956 quarter. We, beer and wine are
a close third with $9.4 million and
$8.3 million respective!) in the 1955
and 1956 quarter.
Cigarettes, which rank among the
top five network t\ advertiser cate-
gories, also rank among the top five
spot t\ clients, ^utomotives, on the
other hand. though high-ranking
among network clients, slip into ninth
place spot t\ spenders.
\- individual companies, these were
the top Id -pot t\ advertisers in the
first quarter of 1956, with their esti-
mated spending (in millions): l'\<i.
S5.7; Brown & \\ illiamson. $2.9; Ster-
ling Drug, $2.3; General Foods, $2.] ;
Kellogg, $1.8; Mile- Labs. $1.7; I ol-
gate-Palmolive, $1.6; Philip Morris.
$1.5; National Biscuit. $1.5; General
Motors, $1.3.
Q. What types of tv campaigns
do the top spot clients buy?
A. \\ hile regular announcement
schedules predominate i 11. V, of the
total S1D0.2 million spent in the first
quarter of L956), spot program hu\s
account for a substantia] 2\.(>' ', chunk
ol total spot expenditures.
Clients who put the larger propor-
tion ol their spot budget into pro-
gram Inns aif frequentl) breweries,
oil companies and drug firms, like
Vnheuser-Busch. Falstaff, Standard Oil
of ndiana, Ksso. Phillips Petroleum.
\\ arner Lambert and Emerson Drug.
(See breakdown on film -how adver-
tisers in Film Section, page 100. i
Here's how the remainder of the
$100.2 million was spent in first quar-
ter 1956: I.I).'-. 12.2', or $12.2 mil-
lion: participation-. 21.1', or >-2 I . I
million. Media men predict that spot
program buys and I.I).'- will take
up a larger percentage of total spot
t\ -pending in fall 1030. Part of the
reason for the predicted increase in
LD's is the fact that reps and stations
continue to offer more and more at-
trative daytime I.D. packages. \> for
spot program buys, the expected in-
crease i- generall) attributed to the
continued tightness and high cost of
network t\. the difficult) in buying
tailor-made networks, the main proved
film properties available and stations'
eagerness for good -how- t,, build up
their own programing lineup.
Q. During what part of the tv
day do clients place their cam-
paigns as a rule?
A. I he -ingle inosl interesting fact
about daytime versus nighttime spend-
ing is the growth of daytime spot t\.
In the first quarter of 1956, this was
(he hreakdow n : da\ . 34.6%; night.
V>..V , : late night. 0.0';. Media men
estimate that the gap between prime
evening and daytime will tend to close
even more in terni^ ol percentages ne\t
fall. Their prediction i- based on the
fact that nighttime is lighter than cm i
and new spot tv clients will he forced
into daytime for the sake of getting
on the air. \l-o. the) point to the
I Ht that increased network program-
ing during aftern is will build day-
time ratings and make announcement
campaigns adjacent to such shows
more attractive buys.
RADIO - TELEVISION
HELP WANTED JOBS WANTED
TV Trans. Op. & Switcher . . .
. ... up to $550.
All Round Radio St. Mgr. . . .
. . . . Salary Excellent.
19 Radio & TV Announcers . . .
.... Top Salaries Available.
15 Continuity-Copy Writers . . .
.... $85 per Wk. & up.
15 Radio & TV Salesmen . . .
.... Excellent Salaries, Comm.
Plus Many Others in All Phases
Radio Sports Announcer . . .
. . . . Outstanding References
TV & Radio Announcers . . .
.... Years of Experience
TV Director, Experienced . . .
.... $100 per week
Camera & Floor Men . . .
.... Start at $60 per week
Radio Program Director . . .
.... Avail, in Sept.
Plus Sales and Copy People
Personnel and job requests have been pouring in from ALL sections of the country
List NOW with National for the job OR person you've been looking for! Write,
wire or phone M. 1 . Stone, Manager today for complete information. NATIONAL
II AS THE PEOPLE AM) THE [OBS.
National Radio & Television
Employment Service
♦ m
5th FLOOR • 1627 K STREET, N.
r. • WASHINGTON, D. C. • TELEPHONE RE 7-0343
38
FALL FACTS BASICS
SPOT TELEVISION (Continued)
Q. How's spot tv business?
A. A sponsor survej <>! stations
and reps indicates that the fust pail
of 1956 has been substantial!) ahead
of the comparable months in 1955.
Some major reps pegged business as
much as 30', ahead of 1955 to date.
\h>*t stations and reps see summer
Inning wa\ ahead of previous years
and anticipate a heavier rush into the
medium this fall than ever before.
The two areas of expanded business
timebuyers point to are: ll) increased
nighttime t\ through the summer and
(2i more daytime buying for fall. On
the average, they anticipate an over-
all 15 to 20' < growth in 1956 over
1955.
Q. When will the big spurt in
sale of color start?
A. Look for the first real set progress
this fall. Two major factors favorable
to color sale acceleration will be pres-
ent as the fall programing season
opens: 111 At least five major manu-
facturers have color sets out at below
$500, including RCA, General Electric
and Admiral. (2) There will be an
increase in network color programing
with at least one hour in color after-
noon and night on NBC and some step-
up at CBS as well.
Q. Will there be further cuts in
set prices?
A. Not for the immediate future,
say most sources. Emphasis for in-
creasing color sales is put on program-
ing and promotion rather than further
cuts. But standing in the wings is at
least one compam which is talking in
terms of sets in the $300 to $400 price
• lass. Chromatic Labs, of which Para-
mount Pictures is a half owner, states
that with the color tube which it has
been de\ eloping cheaper sets should be
possible.
Q. How many stations can trans-
mit other than network color from
their own studios?
A. Some 75 can transmit color slides
from their own studios: 74 can trans-
mit color film shows; 29 have the
equipment necessary to produce their
own live shows locally. The\ are:
WHTN-TV
CHANNEL 13
IT'S A SELLER'S MARKET,
but we can give you
the BIGGEST BUY yet!
TIMF-
I If I Lib Now, while we're still new . . . with rates
set to offer low cosl per impression . . . choice avail-
abilities are still open.
PI APR-
LHULi Huntington — Ashland- -Charleston and
Portsmouth Markets. The rich, prosperous, tri-state
area of more than 1.250,000 population conservatively
measured from mail responses.
OvtNL. WHTN-TV with the largest transmitting
antenna in the world . . . 316.000 watts oi power for
maximum effective coverage ... a built-in audience oi
more than 200.000 sets . . . popular basic \H<' network
programs, outstanding local live shows and top-notch
lilms.
ACTION:
Get on our "bandwagon" and ir-r-o-u
with us!
l/HLL Uw- Huntington, West Virginia,
jAckson 5-7661, or our representatives:
Edward Petry b Co., Inc.
CHANNEL 13
WHTN-TV
IULY 1956
39
SPOT TELEVISION (Continued)
KNXT, KRCA, KTLA, WFMB-TV,
KRI >\ 1 A . W 1 \ I. WDBO-TV, WFBM-
TV, \\ DSU-TV, WBAL-TV, \\ \l VR-
TV, WJBK-TV, KCCO-TV, KSD-TV,
KMTV,WBENTV,WCBS-TV,WRCA-
l\. WKY-TV, WGAL-TV, WFBC.
WBAP-TV, KTHKIN WO A I -TV,
WTAR-TV, KOMO-TV, WSAZ-T\ and
WTMJ-TV.
Q. How much do these individual
stations charge for locally origi-
nated television color?
A. Majorit) of stations that now
offer color are still using their regular
rate cards and simply adding the cost
of using their color facilities. Some
arc not charging anything extra for
color while a few add from 10 to 30' i
to regular rates when a sponsor wishes
color, i See Color Basics, page 161.1
Special appeals
Q. How many stations are pro-
graming to specialized audiences?
A. Of the 1()5 television stations
which reported to sponsor's Buyers
Guide this year, 54 i\\'i I have spe-
cial-appeal programing. This repre-
sents a slight increase — three percent-
age points — over number programing
with special appeals in 1955.
Among stations which cater to
marginal audiences are 35 devoting
time to Negro-appeal shows; in 1954
there were only eight such stations
and in 1955. 19.
Spanish-language programing ranks
second in special-appeals schedules:
17 outlets reported Spanish language
shows compared to nine in 1955.
In addition, increases in the follow-
ing have been noted : Polish language.
Italian. German, Greek and Ukrainian.
California leads in number of sta-
tions programing to specialized audi-
ences with eight. Following in order
are: Florida and Texas with five each:
Ohio and South Carolina, four apiece;
Arizona and Tennessee, three each:
Georgia, Louisiana, Michigan and
North Carolina, each with two; Ala-
bama, Arkansas, District of Columbia.
Kentucky. Maryland. Minnesota, Mis-
sissippi. Missouri, Nevada. New York.
Pennsylvania, West Virginia, Wiscon-
sin and Wyoming — one per state.
Farm tv
Q. How deeply has tv penetrated
the farm market?
A. In its most recent quarterK re-
port on television set ownership, the
Market Research Corporation of Amer-
ica gives data on percent of farm
families with tv sets.
From April 1955 to April 1956,
over-all tv set ownership on farms
went from 38$ to 539<:. For the
same dates, national tv set penetration
is estimated as having gone from 07' <
to 75';.
Q. How many tv stations pro-
gram to the farm audience?
A. Some 56' r of sponsor's L956
Buyers' Guide respondents (or 245
tv stations) devote some time to pro-
graming to the farm audience. This
represents an eight percentage point
rise over number of stations sched-
uling shows for this segment of the
audience in 1955.
In addition, more t\ stations report
40
FALL FACTS BASICS
UNPADDED SELL
-\marillo is the "capital" of the Texas
Panhandle. 230 miles from the near-
est larger city, it is the retail center
for over 30 Texas. Oklahoma and New
Mexico counties. KGNC-TV's 0.1 mv
line includes 19 of them. As a distri-
bution center, Amarillo serves parts
of five states; total sales average more
than $250,000,000 annually. Market-
place for Panhandle agriculture, head-
quarters for oil. i_'as and other indus-
try Amarillo is an active commercial
renter. For three consecutive vears it
has been No. 1 for the nation in retail
sales per household.
If this suggests that KGNC-T\ is
worth an advertising investment, it's
no coincidence.
KGNC-TV
Amarillo, Texas
Channel 4
100.000 watts
NBC Affiliate
National Representatives:
The Katz Agencj
IULY 1956
41
SPOT TELEVISION Continued!
that the) have farm directors. In
1955, onl) 21 outlets had farm direc-
tors; tin- year, 55 report having one.
I igures are based on t\ stations which
belong to the National Vsso< iation ol
I v and Radio Faun Directors.
Bayers' Guide Found thai televisi in
stations schedule the following types
of farm shows: market new-, weather
reports, interviews, demonstrations,
1-11 farm tips.
Homemaking shows
Q. How many tv stations have
local homemaking shows?
A. Homemaking shows enjo) wide-
spread popularit) throughout t lie
I nited States. 01 495 Buyers' Guide
respondents who reported their sched-
ules this year, 348 station-- or 70',
offer local homemaking programs.
This type of programing tails into
-i\ main categories: i 1 i kitchen, (2i
home decoration, (3) child care, • l1
do-it-yourself, i 5 1 fashion and (61
beauty .
Kitchen shows, traditionally slotted
most often, retain their popularit)
with 87' • of respondents reporting
this catei'oiv. Fashion is number two
with 71'. scheduling such shows.
Home decoration ranks third with
(>7' - of the station- reporting them.
Some 54$ had beaut) shows. The
do-it-yourseli categor) evidences con-
siderable decline with I1)', compared
to 51'. in 1955. However, child-care
programs poll 19%, as opposed to
last year's 27' . .
Those latter two program types are
the onl) ones to show sharp change
among homemaking shows.
Q. How many tv stations have
sports shows?
A. 151 stations or 31%, of Buyers'
Guide's 195 respondents offer play-
by-pla) sports coverage. Of interest
is the wide variet) ol sports reported.
In all. 21 sport- are covered. I he)
range in popularit) from football
(programed b) 254 outlets) and
basketball (telecast b) 169) to hull
fights, fair games, jai-alai. rodeo.
tennis and relays, each of which is
scheduled In simile station-
Local commercials
Q. What are television stations
equipped to do for advertisers in
the way of commercials?
A. From a Buyers' Guide tabula-
tion of 395 station-, it's evident that
most outlets have the makings for
effective local live commercials.
For advertisers who want to sell a
kitchen product in a kitchen setting,
346 or 87' < of respondents are ready-
to oblige.
When it (imies to home) sales talk-
from living room to living room. 391
WISC-TV Channel 3 VHF offers you a
rich area market! It includes the cream of
^America's Dairyland, the home of the Uni-
l^f^Wisconsin, Wisconsin's Capital
on, aj^^^iern section of agri-
^^■^Uy i • rs 1 1 i i 'i 1
industry — a leading me
offers you
coverage
ILLINOIS
COVERAGE FACTS
TV Sets in Area 300, 1 70 ( 1 956)
Total Families 409,800 (1956)
Total Population .1,389,100 (1956)
Total Retail Sales $1,681,147,000 (1955)
County Coverage 30 (Wise, III., Iowa)
Power .1 00,000 Wolfs
Antenna Height .1826 Ft. A.S.L.
CLINTON
m-n
Represented Nationally by
PETERS, GRIFFIN,
WOODWARD, INC.
OHAMM
3
VHF
MADISON, WISCONSIN
42
FALL FACTS BASICS
SPOT TELEVISION (Continued)
or 9\V , have such permanent sets
available.
More informal surroundings, too,
aire permanently installed at main
stations. For example 315 or 79* i
are equipped for out-door <>r patio
< ommercials. ( Ither apparatus Foi
advertiser- i ikIikIc- the following: :
auto ramps al 238 or 60' , of outlets
queried; rear-view >< reens at 212 or
53%; remote facilities provided l>\
I!! I ... 46%.
1,032 Ft.
Q. When was the video tape re-
corder developed?
A. The first video tape recorder was
introduced by the Ampex Corp. at the
NARTB convention this spring. Video
recorders are being developed also l>\
other companies, and RCA is hard at
work perfecting it> color tape recorder.
The \ni|ic\ machine reproduces black-
and white onl) at this point, but Am-
pex expects to add color in the next
year or so.
Q. How big an effect will the
video tape recorder have in the tv
industry?
A. A revolutionary one, everyone
agrees. Just how revolutionary it will
be. in specific terms, is difficult to pre-
dict. At this point, the whole concept
is so new and the possible applications
SO limitless that t\ people have only
begun to speculate about how thev can
use it. (See "Video tape: how it will
revolutionize programing," SPONSOR,
30 April 1956).
Q. What are the most immediate
uses expected to be?
A. CBS and NBC have Ampex re-
corders on order, and will put them
into operation starting this fall. The
first application of the mechanism will
be as a replacement for kinescope re-
cordings. Networks will also more
than likely use tape to solve the de-
layed broadcast hassles which accom-
pany the semi-annual switch to and
from Daylight Saving Time.
Locally, stations can put live shows
and live commercials on tape with a
JOE FLOYD
LIKES 'EM
Tall, Lean
and Popular
So does his larger-than-ever
viewing audience in the 3-state
money belt — So. Dakota, Iowa,
and Minnesota.
It's because KELO-TVs new 1,032 ft. tower fits this big
family, big-buyinq market like no other medium.
It beams a powerful picture of their favorite enter-
tainers . . . and of your product.
That's why KELO-TV is popular with local and
national advertisers, too. And, since KELO-TV is
micro-linked with Joe's neighboring KDLO-TV, you
capture two big markets with one smart buy.
• MUBUN
GENERAL OFFICES IN SIOUX FALLS, S.D.
JOE FLOYD, president
Evans Nord, Gen. Mgr. • Larry Bentson, V.P.
NBC • ABC • CBS
represented by H-R for TV and AM
E
i
JULY 1956
SPOT TELEVISION {Continued)
daytime camera crew, airing the tape?
at night and tutting down on night-
time technicians. The) can audition
local -hows, produce live comirn
more efficiently, perhaps even put the
recorder in a mobile unit and pick up
special events via tape rather than by
film.
Q. Will video tape be a substi-
tute tor film?
A. \t this stage nl its development,
no. But it ma) be a big factor in film
in the future.
Several problems which have to be
resolved before video tape could ever
[(•place film. I nions, inevitably, would
squabble over jurisdiction. Before
film syndicators would ever think of
transposing their film material to tape
tht'v'd have to be sure stations were
equipped with video recorders. At this
point, it'll be some time before every
station in the countr) has one. \ml
even if stations were equipped in the
near future with video recording fa-
cilities, indicators at this point have
no device which would enable them to
make video tape copies of the master
tape. Duplicator mechanisms wil
probably be developed, however.
Get
the most
out of
your
advertising
dollar ,
. . . a
long
list of
satisfied
clients testify
to the
result
yetting ability
of
SOUTH GEORGIA'S
AN [M0 PEP
STATION
WALBI
CHANNEL 10
ALBANY, GA.
NBC
ABC— & TOP LOCAL PROGRAMS
• Tom Stillwaqon, General Manager
Represented by VENARD, RINTOUL & McCONNELL
James S. Ayrcs - S.E. Representative
TV set count
Q. What's the status of ARF's
all-industry set count?
A. The Advertising Research Foun-
dation was commissioned 1>\ TvB.
\ \RTB and the three networks to
make the first all-industr\ set count
which was released in April. ARF in
late June launched a new second stud)
along these lines. The same industrj
groups commissioned this re-calcula-
tion of the number of tv sets in the
U.S., count\ by county.
The second ARF report is to lie
based on a U. S. Census Bureau sur-
vey of set ownership conducted in
February. It will be implemented with
set count data from Nielsens second
coverage stud) undertaken this spring.
In the second report, ARF hopes to
close the time lag between collection of
data and publication. The first report
was based on June 1955 Census Bu-
reau research and released 10 month*
later. (See SPONSOR 20 Feb. '56,
"What's with the tv set count these
days?" and 30 April '56. "First all-
industry tv set count'"!. An early fall
release is the target for the second
study with the hope that the time lag
can be reduced to seven month.-.
The Census Bureau will add t\ house-
hold questions to its upcoming \ugust
survey. WW. howexer. does not at
this time plan to compute a sel count
on the basis of that data.
Q. How is NARTB's own set-
count project coming along?
A. Iln.c \ears ago. N \IM'B decid-
ed it should pi o\ ide both set count
and station circulation information.
The project is still in the planning
stage.
One big reason for the delay: the
difficult) in determining the method
b\ which an "unchallengeable" indus-
lr\ report can be evoked. \ARTB
wants in ascertain circulation and cov-
erage in terms of i 1 i the number of
l\ sets in a station's area and (2) the
amount of regular viewing ol stations.
44
FALL FACTS BASICS
''yMeewi*-
MAXIMUM AUDIENCE PENETRATION
... and that's exactly what
WPRO-TV (channel 12, Providence,
R.I.) delivers in a Southeastern
New England area of over ? million
television homes. WPRO-TV offers
survey-proved Maximum Audience
Penetration of not one, but three
major markets - PROVIDENCE, R. I.,
plu$ FALL RIVER and NEW BEDFORD,
MASS. For proof, ask BLAIR-TV!
For results, use WPRO-TV.
Ask your Blairman
^
J
km
a
«,»... cRANCItCO
WII
^1 BOSTON
I
,;?T**
J
'( / w
VELAND
lil
p.''
/ *i
lOSTOH
WESTINGHOUSE BROAi::
Kl'IX represented by The Katz Agency, Inc. • A&i
TV
LEVELANO
L***
c^V
*-
-to
\*<v
Axo
eo
»■*
•x-c-f
o^
obi
v11'
o*<>v
LM^
*»o
fO«
**'
o«*
,W
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tO*
!•»»
' X
^00
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*v>
»»o
WBC stations dominate and sell where 1/6 of
America does its shopping -the most important
mass markets. They dominate with top power
and top programming . . . they sell with top
promotion! Big advertisers buy WBC (94 out of
the 100 largest) . . . small advertisers buy WBC
(more than 1200 of them) . .. . both get what they
buy from WBC — the most coverage and the
most sales for their money.
But, don't take our word for it. Check case
histories with A. W. "Bink" Dannenbaum, WBC
General Sales Manager. Call him at MUrray
Hill 7-0808, New York. Or, contact your nearest
WBC station.
riNG COMPANY, INC.
IC stations represented by Peters, Griffin, Woodward, Inc.
Support the Ad Council Campaigns
KTLA LEADS
IN THE IMPORTANT METROPOLITAN AREAS
of
SAN DIEGO and SANTA BARBARA
-k SANTA BARBARA
—KTLA is again the TOP
Southern California inde-
pendent station in this
rapidly expanding market
of over 84,000 sets.
*SAN DIEGO
-KTLA is the ONLY
independent station in
Southern California to
completely cover the
407,000 television sets in
San Diego.
PtcU
The outstanding record of LEADERSHIP "FIRSTS" that
KTLA has maintained since the earliest days of television.
CHANNEL 5
Represented Nationally by PAUL H. RAYMER CO.
5800 Sunset Boulevard
Hollywood 28, California
48
FALL FACTS BASICS
SPOT TV BUYERS AND BUDGETS
These two set- ol statistics, based on a TvB summary, show ' I I how much
tnone) different types of businesses and services spend in spot t\ and i2i
the top 200 companies which spend the most. Both sets oi figures covei
the fourth quarter of 1955 and the first oi 1956, when clients invested
respectively, $103.8 million and S100.2 million. Biggest product group
Inning tv spot is food-grocer) products, which spent J28.4 million in
first quarter. The much-needed continuing report is the industry's first.
It is backed by TvB. and based on surveys made b\ \. C. Rorabaugh.
HOW VARIOUS MAJOR INDUSTRIES COMPARE IN SPOT TELEVISION SPENDING
Product category
Spending ettimat*
4th quarter '55
Spending ettlmate
lit quarter '56
AGRICULTURE
$378,000
$310,000
ALE, BEER & WINE
$9,446,000
$8,323,000
AMUSEMENTS, ENTERTAINMENT
$119,000
$157,000
AUTOMOTIVE
$5,321,000
$3,280,000
BUILDING MATERIAL, FIXTURES, PAINTS
$1,069,000
$805,000
CLOTHING & ACCESSORIES
$2,485,000
$1,793,000
CONFECTIONS & SOFT DRINKS
$5,391,000
$4,673,000
CONSUMER SERVICES
$3,146,000
$2,952,000
COSMETICS & TOILETRIES
$7,864,000
$7,442,000
DENTAL PRODUCTS
$2,779,000
$4,253,000
DRUG PRODUCTS
$8,909,000
$10,726,000
FOOD & GROCERY PRODUCTS
$27,106,000
$28,461,000
GARDEN SUPPLIES & EQUIPMENT
$43,000
$134,000
GASOLINE & LUBRICANTS
$3,698,000
$3,123,000
HOTELS, RESORTS, RESTAURANTS
$50,000
$48,000
HOUSEHOLD CLEANERS, POLISHES, WAXES
$2,004,000
$1,579,000
HOUSEHOLD APPLIANCES
$2,444,000
$1,505,000
HOUSEHOLD FURNISHINGS
$833,000
$768,000
HOUSEHOLD LAUNDRY PRODUCTS
$4,318,000
$4,747,000
HOUSEHOLD PAPER PRODUCTS
$951,000
$1,108,000
HOUSEHOLD GENERAL
$992,000
$975,000
NOTIONS
$200,000
$80,000
PET PRODUCTS
$1,294,000
$986,000
PUBLICATIONS
$133,000
$564,000
SPORTING GOODS, BICYCLES, TOYS
$659,000
$•8,000
STATIONERY, OFFICE EQUIPMENT
$105,000
$73,000
TV, RADIO, PHONOGRAPH, MUSICAL INST'S
$1,646,000
$626,000
TOBACCO PRODUCTS & SUPPLIES
$6,440,000
S7.08 1.000
TRANSPORTATION & TRAVEL
$1,000,000
$665,000
WATCHES, JEWELRY, CAMERAS
$2,138,000
$1,834,000
MISCELLANEOUS
$911,000
$1,0 10,000
TOTAL
$103,872,000
SI 00.200.000
IULY 1956
49
WHAT TOP 200 SPEND IN SPOT TV*
4TH QUARTER
RANK ADVERTISER 1955
1. Procter & Gamble $4,064,600
2. Broun & Williamson Tob. 2,739,100
3. Sterling Drug ... 1,893,000
4. General Foods . . 2,004,000
5. Kellogg Company 1,199,300
6. Miles Laboratories 1,561,400
7. Colgate-Palmolive 1,231,000
8. Philip Morris . 1,175,700
9. National Biscuit . 1,158,500
10. General Motors . . 1,423,700
11. Bulova Watch ... 1,238,900
12. Anahist 887,800
L3. American Tel. & Tel.**.
14. Liggett & Myers Tobacco .. 902,000
15. Carter Products 319,200
16. Ford Motor 1,746,800
17. Robert Hall Clothes . 1,245,500
18. Charles Antell . 217,800
19. Minute Maid 466,700
20. Continental Baking 609,000
21. Block Drug 879,900
22. Warner-Lambert Pharma. 755,200
23. Helaine Seager 522,500
24. Peter Paul 567,900
25. Florida Citrus Comm. ...... 598,500
26. Grove Laboratories .... 419,000
27. Coca-Cola ... 835,300
28. Harold F. Ritchie 703,300
29. Borden .... 286,200
30. Nestle 961,600
31. Esso Standard Oil 553,600
32. J. A. Folger 424,300
33. Toni 436,800
34. Campbell Soup 763,100
35. R. J. Reynolds Tobacco 550,100
36. Chrysler 558,100
37. Chesebrough-Ponds 414,700
38. Lever Brothers . 394,100
39. Northern Paper 430,400
40. B. T. Babbitt 492,500
41. P. Ballantine Sons .. 446,700
42. Corn Products Refining 417,300
43. Benrus Watch 324,300
44. Tea Council 403,300
45. Hills Bros. Coffee 250,200
46. Thomas Leeming
47. Vick Chemical 665,600
48. Piels Bros. . 407,900
49. Better Living Enterprises 153,900
50. Stokely-Van Camp 364,500
"TvD i ned on N. C. Rorabaugh da ■ B ink
•Include! Albc;t Mllllni: I
SO
1ST QUARTER
1956
55,782,800
2,921,900
2,252,800
2,053,800
1,780,000
1,696,900
1,583,100
1,542,200
1,478,400
1,264,200
1,228,400
1,194,400
1,143,300
1,122,900
1,059,900
985,100
869,100
847,300
839,100
761,400
751,200
725,900
725,200
724,700
698,500
659,700
654,800
642,000
573,600
542,400
531,500
531.300
497,700
495,600
487,800
481,700
474,500
471,000
448,400
433,200
429,600
425,900
417,000
403,800
403,500
401,400
397,000
394,200
393.900
389,900
51.
52.
53.
54.
55.
56.
57.
58.
59.
60.
61.
62.
63.
64.
65.
66.
67.
68.
69.
70.
71.
72.
73.
74.
75.
76.
77.
78.
79.
80.
81.
82.
83.
84.
85.
DC.
87.
88.
89.
90.
91.
92.
93.
94.
95.
96.
97.
98.
99.
100.
1th Quarter 1955 columns above
4TH QUARTER
AOVERTISER I95S
E. & J. Gallo Winery .$ 256,800
Bristol-Myers .... 252,300
Reader's Digest
Falstaff Brewing 354,900
Pepsi Cola ._.. 428,000
Sales Builders __ 368,300
Seven-Up 399,600
Wildroot 341,300
Salada Tea . 308,600
Tafon Dist.
Best Foods . .... 241,300
Wesson Oil & Snow Drift 267,200
Radio Corp. .... _ 323,300
Armour 289,500
H. J. Heinz .... 304,000
Anheuser-Busch 263,000
Shell Oil 464,800
American Home Foods 254,600
Pabst Brewing . 294,200
Plough .. .... 367,000
U. S. Tobacco .. 224,300
Ludens 194,100
A. & P. 286,800
Hawley & Hoops .. 253,700
Standard Brands 265,100
Smith Brothers 220,000
Mennen .... 180,100
Brown Shoe 246,800
Seeck & Kade
Lee, Ltd 266,200
Pharmaceuticals . 226,800
Glamorene .... 132.500
Beechnut Packing 258,300
Carling Brewing
Theo. Hamm Brewing . 274,200
Carnation*** 183,500
General Baking . 395,200
Standard Oil Indiana 182.000
P. Lorillard 260,900
Simoniz 122,100
Socony-Mobil Oil 320,500
American Chicle 247,400
Cream of Wheat 172,700
Sealy Mattress . 181,700
Eastern Guild 227,300
General Mills . 349,800
Morton Frozen Foods . 123,200
Pacific Coast Borax 265,500
F. & M. Schaefer Brewing 188,600
Thomas J. Lipton .. 164,400
means advertiser was not among top 200 In period
1ST QUARTER
1956
$ 388,400
384,800
378,900
377,900
373,700
371,000
368,400
364,800
355,900
355,500
349,400
346,600
344,000
340,500
327,300
325,400
324,600
313,800
313,500
310,500
306,700
294,600
286.600
286,100
285,600
279,900
276,300
273,600
273.200
270,000
267,500
264,200
262,700
261,000
260,300
258,800
230,300
230,200
229,500
227,900
227,400
224,300
221,500
218.700
217,900
217,500
216.300
214,900
213,500
212,800
Includes All Ilcelonal
FALL FACTS BASICS
ROCKFORD -ILLINOIS// /ilea o£
■"— — // market power!
Now 1st Market in Illinois (outside of Chicago) and
GROWING! Within the coverage area of WREX-TV
ore 400,195 families, consisting of 1,327,810 people
owning 255,915 television sets. The combined spend-
ing income is $2,357,080,000, an overage of $5,329
per household.
A few of the widely diversified ond internationally
known industries in the Rockford-Area market are: —
National Lock
Ingersoll Milling
Rockford Screw Prod.
Freeman Shoe
Sundstrand
Fairbanks-Morse
3orber-Colman
Parker Pen
Woodward Governor
Chevrolet-GM
Greenlee Tool •
Burgess Battery
Atwood Vocuum Mach.
Micro-Switch
WREX-TV
WREX-TV— The Viewers' Choice' — DELIVERS your
message to the buyers in this rich industrial and
agricultural market.
The consistent high quality in production, promotion
and merchandising of both spots ond programs has
earned many major awards for WREX-TV this yeor!
For the best medium to reach this Rockford Area mar-
ket consult H-R for the WREX-TV story.
BURLINGTON
sales power!
• All 48 of the top 48 once-a-week
shows are on WREX-TV
• All 15 of the top 15 multi-weekly
shows are on WREX-TV
• 57 of the top 59 once-a-week shows
are on WREX-TV
• 157 to 11! WREX-TV leads in 1/4 hour
periods from 6:00 P.M. to Midnite.
Facts from the April, 1956 ARB Survey prove conclusively that WREX-TV
continues to grow in favor with the ever increasing number of viewers
in this 10 county billion dollar markefl
ABC AFFILIATIONS
WREX-TV channel 13 • rockford, Illinois
REPRESENTED BY H-R TELEVISION. INC.
JULY 1956
51
SRi
WHAT TOP 200 SPEND IN SPOT TV*
1ST QUARTER
1956
4TH QUARTER
RANK ADVERTISER ^933
101. Lewis Food - S 199,100
102. Safeway Stores 343;700
103. Duffy-Mott 176,300
104. Liebmann Breweries 229,400
105. Libby, McNeil & Libby .... 186,900
106. Sunshine Biscuit 315,900
107. Lucky Lager Brewing 147,200
108. Standard Oil Ohio 182,600
109. Hudson Pulp & Paper .... 157,500
110. American Bakeries 236,800
111. Grant
112. National Brewing 191,800
113. Converted Rice ... 182,600
114. International Cellucotton .
115. Alkaid
116. Grocery Store Products ....
117. W. F. McLaughlin 129,000
118. Avon Products 296,700
119. Monarch Wine 189,100
120. B. C. Remedy 123,600
121. Welch Grape Juice
122. Seabrook Farms
123. Phillips Petroleum 193,600
124. Ward Baking 201,900
125. Pillsbury 306,100
126. Kroger 143,500
127. San Francisco Brewing .... 300,600
128. Paxton & Gallagher 142,700
129. Jackson Brewing ... 150,800
130. Ralston-Purina 117,180
131. Duncan Coffee
132. Top Value Enterprises
133. Langendorf Bakeries 184,400
134. Bank of America 126,200
135. Jacob Ruppert Brewery ... 236,000
136. S. A. Schonbrunn 133,600
137. Kraft Foods
138. Gordon Baking 125,800
139. V. La Rosa & Sons 169,600
140. Duquesne Brewing
Ml. Buitoni Products 133,800
142. Sardeau
1 1 3. Richfield Oil
111. Household Finance 167,000
145. Drewrys, Ltd. „. 166,300
146. International Milling 139,500
147. Quality Bakers 160,300
148. Blue Plate Foods
I 19. G. H. P. Cigar
150. George Wiedemann Brew. 137,800
•TvB estimate based on N. C. Korabaugh data. Blank space In 4th Quarter 19.">5 columns above
212,000
151.
211,300
152.
207,900
153.
206,500
154.
203,500
155.
203,100
156.
202.200
157.
199,900
158.
192,800
159.
190,500
160.
188,700
161.
186,900
162.
185,100
163.
184,100
164.
181,900
165.
181,400
166.
179,100
167.
174,100
168.
171,600
169.
171,600
170.
169,500
171.
168,600
172.
168,600
173.
162,200
174.
158,300
175.
156,900
176.
155,500
177.
155,100
178.
153,000
179.
149,400
180.
148,300
181.
147,000
182.
145,500
183.
143,600
184.
143,100
185.
142,800
186.
140,700
i:;:.
140,200
188.
139,800
L89.
138,200
190.
135,800
191.
135,300
192.
135,200
193.
135,100
194.
134,000
195.
132,600
196.
130,900
197.
129,800
198.
129,000
199.
128,200
200.
4TH QUARTER
ADVERTISER 1955
Hazel Bishop ....$ 148,600
Drackett 136,400
Walgreen ~
Gunther Brewing . 133,800
General Electric ... 182,500
Continental Oil
National Enterprises 123,000
Gold Seal
Petri Wine 337,200
G. Heileman Brewing 131,200
Bond Stores 137,300
Assoc. Hospital Service ... 117,200
Wm. B. Reily & Co. 122,900
Williamson Candy ..
Mars 181,200
l)u Pont 356,700
M. J. B
Greyhound 155,100
Columbia Broadcasting .... 401,100
Rival Packing 124,000
Remington Rand
New England Conf. .. 120,000
Schlitz Brewing 122,200
General Cigar 148,600
National Carbon ... 173,600
Rath Packing
Emerson Drug .... 122,700
William Wrigley _ .... 107,300
Chock-Full-0 Nuts ....
American Stores
Rayco Mfg 203,900
Jim Clinton Clothing
Whitman & Son 200,400
Holsum Baking 127,000
Frito
s. s. s
Stroh Brewing 130,500
Ohio Provision
International Salt
Swift
Castro Convertible
Schoenling Brewing
Los Angeles Brewing 258,300
Rev. Oral Roberts
Oscar Mayer
CVA Corp. (Wines) . 355,200
G. Krueger Brewing
Malt-O-Meal 130,300
Marlowe Chemical
Blumcntbal Choc
means advertiser was not among top 200 In period.
1ST QUARTER
1956
127,300
126,600
126,100
125,100
124,700
124,500
123,100
122,400
122,400
122,300
120,500
120,400
120,000
119.300
117,900
117,000
116,500
115.600
115,600
114,900
112,400
111,100
110,500
110,100
108,900
108,100
107,600
107,300
106,900
106,700
106,000
105.900
105,800
105,600
101,700
100,700
100,300
100.300
100,200
100,000
98,700
98,500
97,800
97,600
97,100
96,400
96,000
95,000
94,900
94,700
52
FALL FACTS BASICS
NEW KSTP-TV ANTENNA IS HIGHEST TV
STRUCTURE IN AREA . . . IMPROVES SIGNAL
IN THOUSANDS OF FRINGE AREA HOMES!
KSTP-TV, the Northwest's first television station and
first with maximum power has done it again! This time
it is a new six-bay antenna further increasing tower
height and making it the Twin Cities' highest structure.
This major improvement adds thousands of potential
regular viewers to KSTP-TV as letters from more than
100 miles away indicate. A few of these letters (with a
map showing writers' locations) are shown below.
Here's what viewers tel us:
2
"KSTP-TV comes in perfect. The picture
couldn't be any clearer in Minneapolis. We ap-
preciate what you have done to give us better re-
ception. We are 105 miles from Minneapolis."
Melrose, Minnesota
"Since your new TV antenna was put in use, our
TV picture comes in very well. We are 102 miles
from Minneapolis and it really is amazing how
clear the picture comes in."
Rice Lake, Wisconsin
"Congratulations on your increase in power. I
watch your shows with pleasure now that the pic-
ture is so much stronger. I live 180 miles south of
St. Paul."
Kanawha, Iowa
"Since Friday morning both picture and sound
on KSTP-TV are tremendously improved. We
enjoy your programs more than ever and watch
Channel 5 all the time."
Wells, Minnesota
"We watch your shows every day. Since Friday
reception has been wonderful. In fact, it is per-
fect."
Olivia, Minnesota
?OWN
WATON-
WAN
IN
EMMET
MARTIN [fARIBAULT ^FREEBORN
4*
KOSSUTH
PALA ALTO
MOWER
WINNE-
BAGO
HANCOCK
WORTH
Piii a, HiiMflm
*NCOCK QRRO-
M GORDO
^
Bll BMUCMl
FILLMORE
HOUSTO
MITCHELL
HOWARD
WINNESH'E
FLOVD CHICKASAW
I A • |fAl
CHANNEl
>f000 WATT!
5
MINNEAPOLIS • ST. PAUL Basic NBC Affifiafe
*Tfes /l/ori6mffc4- Leading QfotiotC
Represented by Edward Petry & Co., Inc.
JULY 1956
53
NET TV
Show;
There's a new solidity in mos L
Washington probes
I rend to adventure: \BC TV's new film series, Adventures of Jim Bowie, keys the upswing
in adventure themes. Scotl Forbes stars in Fri. night Southwestern-frontier-costume drama
Q. Briefly, what are the Washing-
ton investigations of tv all about?
A. Washington is concerned prima-
ril) with two aspects of tv, hut the
Lwo are related. First, the FCC is seek-
ing a solution to the station allocation
problem caused b) the Fact thai inter-
mixture of vhl and uhf hasn't worked
the \\n\ it thought it would. As a re-
Trend away from small monej quizzes: Herb Shriner moves into CBS TV
Tuesday night comedy-variety format. Two tor the 1/</;ic\ was dropped
54
id buys are steady in period of 'changeless change'
duction and buying as clients and producers aim for 'sure thing' rather than 'big splash'
-ult a truh competitive tv system i-
not \et a reality. Secondly, the FCC
and Senate Commerce Committee are
making thorough investigations of the
t\ networks to see whether the pro-
graming and advertising power the)
represent is not inordinate, monopolis-
tic or against the public interest.
These two aspects are related to the
extent that a solution of the allocation
problem would, in the opinion of most
parties concerned, reduce the influ-
ence of the tv networks, particularly
where CBS and NBC are concerned.
Q. 0/ what interest is this to the
advertiser?
A. \ solution to the allocation dilem-
ma would mean ilia greater choice
oj stations on which to place advertis-
ing, l2l a greater choice of program-
ing sources, since spot tv programing
sources would be strengthened by the
increased market potential. 1 3 1 more
competition among advertisers, i 1 i
more availabilities to new and old tv
advertisers, particularly the smaller
firms.
There are mam aspects to network
operations hut the heart ol the ques-
tion, it recent Washington testimony i-
an) indication, is network option time.
If option time is limited, there would
be greater opportunities for national
spot and regional advertisers, and.
conversely, fewer oportunities (barring
a change in the allocations picture < foi
network clients. If option time is
banned completely, the networks would
no doubt be dealt a heavy, if not a
mortal, blow. The webs maintain thai
network operation is impossible with-
i Please turn to page •">!! |
Trend to outside production: .NBC T\ slots new syndicated film series imported from Great Britain. Sii
Lancelot and his Knights appear Monday nights. This typifies rise in costume drama currentlj sweeping i\
JULY 1956
55
!
watch
closely !
Television's incredible statistics can
be even more bewildering in this
record year — if you don't watch them
very carefully all the time.
Take the question of measuring* a
program's popularity. Do you count
the total audience — the number of
people who tune in during the course
of a program (including those who
tune out after sampling it), or do
you measure the average audience
— the number of people who watch it
during the average minute ?
Without a single family changing
a minute of its viewing behavior you
can arrive at a surprisingly different
set of figures.
The total audience** measurement
can produce the most astronomical
numbers. But the average audience
concept has far greater value for a
sponsor. Because it is a much more
accurate index of the number of
people who have seen an advertising
message, it has clearly gained more
acceptance in the industry.
The clearest single fact about the
1955-56 television season to dat-
that on an average audience basis
CBS Television broadcast 7 of the 1(
most popular programs at night and
8 of the top 10 in the daytime.
Moreover, its average program had
a 12% larger rating at night and
a 64% larger rating during the day
than the second ranking network.
A record that continues to establish
CBS TELEVISION as the
world's largest advertising medium.
■
I
Wm
•All data based on NTI Averages: October '55- April '56
"On this basis too, CBS Television comes out ahead
with 6 of the top 10 nighttime programs, 8 of the top 10
daytime programs, and averages both day and night
1 million more viewers than the second ranking network.
NET TELEVISION (Continued)
out option time. If the) are right,
elimination of option would turn na-
tional advertising on t\ into a 100f<
spol operation. Tins would mean that
all national t\ advertisers would be
concerned with the headaches of indi-
vidual market clearances hut it would
also mean more choir,- ,,! station, time
and market. Even if the networks
could survive without option time,
there i- no doubl the) would operate
on a reduced scale ami he less able to
turn out the ambitious programing
and public service features the) now
do.
Most agenc\ executives at the im-
portant agencies, though thev have
their iplaints about arbitran deci-
sions on programing b) the networks,
want to see the networks survive. T he,
feel tv would he the loser if the net-
works didn't. In a sponsor surve) ad-
vertising executives stated overwhelm-
ing!) that the) would not like to see
the networks "divorced" from pro-
gram production i see "What are ad-
men telling the FBI about 'divorce-
ment'?". SPONSOR, 2!! Ma\ L956).
Q. What is likely to be done by
Washington about tv?
A. \ specific proposal on allocations
was momentaril) expected from the
FCC at Fall Fads Basics presstime.
Exactl) what would he proposed was
NIGHTTIME NET 7 to 11
FOR DAYTIME 10 A M TO 2 P M . SEE PAGE 60
FOR DAYTIME 2 P.M. TO 6 P.M.. SEE PAGE 62
7
pm
7:1.1
7:30
X
8:i:
11:30
8:15
9:15
0:30
9:45
10
0:1
10:30
10: 15
SUNDAY
ABC CBS \BC
You Asked
For It
Best Foods
Amateur Hour
Pharmaceuticals
7:30-8:30
Amateur Hour
(cont'd)
Omnibus
* Aluminium
Union Carbide
9-10:30
Omnibus
(<nt d)
No Net Service
Lassie
Campbell
Jack Benny
Alt Pvt Secretary
Amer. Tobacco
Ed Sullivan
Lincoln-Merc.
G.E. Theatre
G.E.
Alfred
Hlteheotk
Bristol-Myers
$04,000 Challenge
Lorlllard
Alt
Revlon
What's My lini
Hrli n. Curtis
Alt
Rem Ion K;mil
77th Bengal
Lancers
Gen Foods
Circus Boy
Reynolds Alumin.
Steve Allen
t
Tv Playhouse
Goodyear
Alt
Alcoa
l.i. nil. i Young
P&G
Natl Bowling
Chi mps
While Owl
I i
ABC
MONDAY
CBS \BC
Kukla. Fran
& Ollir
Gordon Baking
News — John Daly
Bold Journey
Ratstofi-Purina
Danny Thomas
Kleenex-Oelsey
Alt
Armour
Voice of
Firestone
Firestone
Bishop Sheen
t
Lawrence Welk
Dodge
Lawrence Welk
(cont'd)
No Ni t Sovice
No Net Service
CBS News
Doug Edwards
Whitehall
Robin Hood
Johnson &
Johnson
Alt
Wildroot
Burns and Allen
Carnation
Alt
B F Goodrich
Godfrey's
Talent Scouts
Thos J Lipton
Alt
Tonl
I Love Lucy
Gen Foods
Alt
P&G
December Bride
Gen Foods
Studio One
West'house
No Net Service
Gordon MacRae
Lever Bros
News Caravan
R J Reynolds
Sir Lancelot
Amer Home Prods
Alt Lever Bros
Producers
Showcase
H wk in 4)
8-9:30
RCA Whirlpoolt
Stanley
Amer Too.
Alt
Helene Curtis
(3 wks in 4)
Impart
Ponds
t
13 wks in 4)
Robert
Montgomery
Presents
S C Johnson
Alt
Schick
9:30-10:30
Robert
Montgomery
Presents
(cont'd)
No Net Service
TUESDAY
ABC CBS \BC
Kukla. Fran
& OIIU
Gordon Baking
-John Daly
t
Warner Bros.
Presents
Gen Elec
t
7:30-8:30
Warner Bros.
Presents
(cont'd)
Wyatt Earp
P&G
Alt
Gon Mills
Program TBA
G.E.
OuPont
Cavalcade
Theatre
DnPont
No Net Service
No Net Service
CBS News
Doug Edwards
Amer Tobacco
Phil Silvers
R J Reynolds
TBA
Amana
The Brothers
Schraffer
Herb Shriner
Pharmaceuticals
Red Skclton
Pet Milk
Alt
S C Johnson
$64,000
Question
Revlon
Do You Trust
Your Wife?
Frigidaire
Alt
L & M
No Net Service
News Caravan
Rem-Rand
Chevy Show
Chevrolet
Alt
Wash ton Square
t
Fireside
Theatre
P&G
Hi
Kaiser Alum
Kaiser Alum
Alt
Circle Theater
Armstrong
9:30-10:30
Kaiser Alum. Hr
Alt
Circle Theati r
(cont'd)
People Are
Funny
t
Kukla. Fr-.l
& Ollie I
Gordon B k
News— John 1 1
Mile-
Djsnryl >i|
Amer M: . I
Amer D. ■
Derby fe-|
7:30- 8:0J
Disneyland |
(cont'd
Program 1 8 |
Amer Ti.
Alt
Pearson Pi af I
0«i< & H«-
Erstman k,
Ford Thiai r |
Ford
Wednesday
Night Fights |
Pabst
Mennen
not known. However, SPONSOR has al-
read) gone on record with the opinion
that the FCC. in \ iew of its past his-
toid and the complicated nature of
the allocatiton issue, will do nothing
(Ita-tic. I .\tt'n~i\ f (le-intei mixture doe-
nol seem to he in the cards and the
uhf stations, man) <>l whom are -till
having a hard time, will probabl) 1»-
left tn work oul their own economic
destinies.
Nil decision on network operations
u ill < ome from the FCC before next
year. While Senator Bricker has been
pushing hard For network regulation,
there does not seem to I"- much sup-
port in Congress for this step. Noi
does ii seem likel) al this writing that
option time u ill be banned. \\ hile
the Washington investigations have
had some subtle effects on relations be-
tween networks and advertisers, to the
outsider their has been no apparent
i hanse in nelw hi k policies.
Programing
Q. Will there be any programing
new concepts introduced this tall?
A. No. I hi~ u ill be the great sea
son id consolidation in which program-
ing pursues patterns established ovei
the past two years. There will, how-
ever, be dozens ol changes in sp
NOT SHOWN: Tomght. partlc. NBC. M-F II :30pm- lam
tSponsorsliip in part or In full has not yet been determined
ESDj
IBS
\BC
THURSDAY
ABC CBS NBC
FRIDAY
ABC CBS \BC
SATURDAY
ABC CBS NBC
lot Service
BS News
o Edwards
(litehall
TBA
No Not Service
Kukla. Fran
& Ollie
Gordon Baking
No Net Service
No Net Service
Kukla. Fran
&. Ollie
Gordon Baking
No Net Service
No Net Service
No Net Service
TBA
No Nl
CBS News
Doug Edwards
Whitehall
CBS News
Doug Edwards
Amer Tobacco
News — John Daly
Life
Naws — >John Daly
Miles
Coke Time
Coca Cola
Sgt Preston
Quaker Oats
Dinah Shore
Chevrolet
My Friend
Flicka
Colgate
Coke Time
Coca-Cola
Famous Film
Festival
7:30-9
P&G
t
Bucaneer
Sylvania
The Lone
Ranger
l.rn Mills
t
Rin-Tin-Tin
Nabisco
Big Surpri!
Speidrl
Alt
Purex
News Caravan
Miles Alt Time
News Caravan
Miles
News Caravan
R J Reynolds
Godfrey
Toni
Kellogg
Pilltbury
t
Hiram Holiday
Gen Foods
Frontier
Judge
t
Bob Cummings
R J fleynolds
Alt
Colgate
You Bet Your
Life
OeSoto
Adven. of
Jim Bowie
Chesebrough-
Ponds
Alt
Amer. Chicle
West Point Story
Gen Foods
Life of Riley
Gulf Oil
Famous Film
Festival
(cont'd!
Jackie Gleason
Bulova
Alt
P. Lorillard
Perry Com
Noxzema-Ti
Goldseal
Klernrl
Sunbeam
S&H St .mi
Father Knows
Best
Scott Paper
Joan Davis
Show
t
Climax
(3 wks in 41
Shower of Stars
(1 wk in 4)
8:30-9:30
Chrysler
Dragnet
L&M
Crossroads
Chevrolet
Zane Grey
Gen Foods
Jack Carson
P Lorillard
Alt
Toni
(3 wks in 4)
Spectacular
8:30-10
The
Millionaire
Colgate
Kraft TV
Theatre
Kraft
Wire Service
R J Reynolds
t
Climax
Shower of Stars
(cont'd)
People's Choice
Bordens
Treasure Hunt
Mogen David
Crusader
R J Reynolds
Alt
Colgate
RCA
Whirlpool
(1 wk in 4)
On Trial
Campbell
Alt
Lever Bros
(3 wks in 4)
Lawrence Welk
Dodge
Oh Susanna
Nestle
Sid Caeiai
9-10
(3 wks in
Etfuiri
B«b O
Quaker Oa'
I
Hey Jrannie
0 arki m 4i
P&G
Playheus: 9C
t
9:30-11
Tennessee
Ernie Ford
Ford
The Vice
Sterling Drug
Playhouse
Of Stars
Schllti
Big Story
Simoniz
Alt
Amer Tob
I've Got A
Secret
1 1 Reynolds
Spertaculai
9-10:30
(1 wk In
Old. RCA
Whirlpool
Star Jubi>e
Ford
(1 wk in 4)
10-11
S Steel Hour
US Steel
Alt
This Is Your
Life
P&G
Ozark Jubilee
t
Playhouse 90
t
Alt
Ronson
Lux V ideo
Theatre
Lever Bros
TBA
Lineup
P&G
Alt
Brown &
Williamson
l.t siks in Jl
Cavalcade
ul Sports
Gillette
(10 to concl)
Masquerade
Party
Lenthenc
Alt
Emerson Drug
Gunsmoke
(3 wks In 4)
L&M
George Gob
(1 »k« in
Armour
Alt
PetMHk
Oth Century
Fox Hour
GE
Twenty One
Pharmaceuticals
No Net Service
No Net Service
Person to
Person
Amer Oil
Alt
Hamm
Lite Mag
Red Barber's
Corner
St Farm Ins
(10:45 or eonrl
right)
Grand Olr
Oory
t
H igh Finance
13 wkt in 1
M rnnen
Alt
Mon'sa.ito
Your H,t
Parade
Amcr Tob
Alt
Warn.r-Hud
NET TELEVISION (Continued)
show lineups and considerable evolu-
tion in weight given to various estab-
lished show t\ pes.
Q. Will there be any new pro-
graming concepts introduced this
fall by the networks?
A. I here are seven distinct program-
ing developments, li\e of them at night.
Of these nighttime trends, all find
their roots in the past season exclud-
ing one. the new OO-minute weekh
drama on CBS. Here's the over-all
view :
1. More regularly scheduled long
shows of an hour to an-hour-and-a-
half's duration appear in the night-
time line-up. CBS' Playhouse 90 is
the most spectacular example of this
continuing trend. The longer show
has made gains on ABC as well with
the hour-long Wire Service on Thurs-
day and the added Laurence II elk
hour \Ionda\. The network has also
added the 90-minute Omnibus to its
Sunday night schedule.
Long show casualities of the past
season have been replaced bv programs
of similar length. At NBC Steve Allen
moves into the 60-minute Comedy
Hour slot on Sunday night. The
Martha Rave-Milton Berle alternating
hours will be filled by Washington
Square and additional Chevy Hour
programs on NBC Tuesday night.
2. There's a rise in costume drama
DAYTIME NET 10 a.m. to 2 p.m.
FOR DAYTIME 2 P M TO 6 P.M . SEE PAGE 62
FOR NIGHT PROGRAMING 7 TO II, SEE PAGE 58
10
am
10:80
10:15
11
11:15
1 I :.'t0
11:1.
12
12:15
12:80
12:15
1:15
1 :30
1:15
SUNDAY
ABC CBS NBC
No Net Service
No Not Service
No Not Service
Lamp Unto My
Feet
sust
Look Up And
Live
sust
Camera Three
sust
Eye on New York
sust
Let's Take
Trip
Wild Bill
Hickok
Kellogg
No Net Service No Not B«rvict
No Net Service
No Net Service
Youth Wants
to Know
sust
Nn N.t Service
American Forum
MISt
Frontiers ^
Filth
suit
2
MONDAY
ABC CBS \BC
Garry Moore
m-f
Campbell
No Net Strvice
m-f
Staley Mtg.
Alt
t
Arthur Godfrey
m-f
Stand Brand
No Net Service Godfrey (cont'd I
m-f
Bristol-Meyers
No Net Servlec
m-f
Strike It Rich
Colgate
Valiant Lady
Strand Brands
Love ol Life
Amur Home Prod
Search for Tom*
Guiding Light
P&G
News
1-1:10
sust
Stand Up & Be
Counted
No Net Sirvicr
m-f
As the World
Turns
P&G
Oing Dong
School
Tick Tack Dough
t
Home
m-f
Partic
8 I -mm anncts
avail per hr)
Brillo
t
It Could Be You
No Net Sirviti
m-f
TUESDAY
ABC CBS \BC
Garry Moore
t
Best Foods
Ding Dong
School
t
No Net Service
m-1
Arthur Godfrey
t Tick Tack Dough
t
Norwich
Godfrey (contdi
No Net Service Kellogg
m-f
Pillsbury
Strike It Rich
Colgatt
Valiant Lady-
Wesson Oil
No Net Service
m-f
No Net Service
m-t
Love of Life
Amer Home Prod
Search for Tom'w
P&G
Guiding Light
P&G
News
1-1:10
suit
Stand Up & Be
Counted
t
As the World
Turns
P&G
Home
Partic
'see Mon)
It Could Be You
t
Lehn & Fink
alt
t
No Net Strvle
m-f
■
AIM
No Net Se.|
m-t
No Net
No Net S.V I
m-f
No Net Sem
m-t
series. Following the success of Robin
Hood on CBS last season there's a big
swing on to derring-do and knights
of yore in the early evening hours.
On CBS The Buccaneer moves into
Heat the Clock's old Saturday time.
On NBC 77th Bengal Lancers replaces
a Sunday comedy and Sir Lancelot will
fill the first half hour formerl) occu-
pied by Caesar's Hour on Monday.
There are 15 costume dramas plan-
ned (including adventure and west-
ern) and >'> of them are new. The
increase in the costume drama-adven-
ture-westerns in the earlier time slots
is based on this strategv : In the early-
evening hours, children are still awake.
Therefore if you air programs which
appeal to both kids and adults, you're
more apt to get the family grooved to
slay with the networks for the evening
than if you start with adult-only or
kid-only programing.
3. A rise in network show sales
coming from outside film packagers is
heralded hv these same costume dra-
mas. Official Films has sold two
the new shows plus securing a renewal
for Robin Hood 5< reen Gems has
three new sales, two in the costume
field. In addition, the Columbia
hires subsidiary has contracted to
shoot at least eight drama- [or Play-
house 90. \dding it- four renewals.
Screen Gems will be represented b)
seven network shows this fall. For tin-
NOT SHOWN: Good Morning, partic. CBS. M-F 7-8am: Capt.
Kangaroo, partic. CBS. M-F 8-9am; Tiday. prtic, NBC. M-F 7-9am
tSponsorship in part or in full has not yet been determined
•SDAY
B§ MM
THURSDAY
ABC CBS NBC
FRIDAY
ABC CBS
\BC
SATURDAY
ABC CBS MM
^ Moore
er Bros.
i Mills
r Godfrey
lywastier
Ding Dong
School
f
No Net Service
m-f
Garry Moore
t
Ding Oong
School
t
Garry Moore
t
Ding Dong
School
t
Capt. Kangaroo
Partic
t
No Net Service
Howdy Doc*
Cont Bkna
Toni
No Net Service
m-f
Lever Bros.
H. Bishop
Alt
CBS-Hytron
Alt
t
Tick Tack Dough
t
Arthur Godfrey
Manhttn Soap
Tick Tack Dough
t
Tick Tack Dough-
t
Mighty Mouse
Playhouse
General Food-
No Net Sen
Amer Home Prod
Best Foods
Alt
Gen Mills
Home
Partic
(see Mon)
No Net Service
m-f
Godfrey (cont'd)
Kellogg
Pill-bury
Home
Partic
(see Mon)
No Net Service
m-f
Moore (cont'd)
Yard ley
Home
Partic
(see Mon)
Winky Dink
and You
No Net Service su5,
Fury
ilol- Myers
Convert Rice
Alt
SOS
Gen Food
Kiddie Specials
11-12:30
kl It Rich
Colgate
TBA
Strike It Rich
Colgate
TBA
Strike It Rich
Colgate
3 times only
8 25
.. . Tales of the
1 u o
., g Texas Rangers
General Mills
alt
Curtiss Candy
No Net Service
No Net S«r
liant Lady
It Could Be You
t
TBA
No Net Service
m-f
Valiant Lady
Toni
It Could Be You
t
TBA
No Net Service
m-f
Valiant Lady
Gen Mills
II Could Be You
t
Kiddie Specials
(cont'd)
3 times only
The Big Too
National Dairy
No Net Service
Brown & Wl'son
alt
t
>" Of Lifn
r Home Prod
t
Love of Life
Amer Home Prod
Brills
Love of Life
Amer Home Prod
eh f»r Tom'w
P&G
TBA
Search for Tom'w
P&G
TBA
Search for Tom'w
P&G
TBA
No Net*Ser
>iding Light
PIG
Guiding Light
P&G
Guiding Light
P&G
News
1-1:10
suit
'"d Up & Be
Counted
t
s the World
Turns
PIG
No Net Service
No Net Service
m-f
News
l-l :I0
sust
No Net Service
m-f
No Net Service
m-f
News
1-1:10
sust
No Net Service
ml
Lone Rangrr
General Mill)
alt
Nestle
Prr Game
approi 10 •
Stand Up & Be
Counted
t
Stand Up & Be
Counted
NCAA Foot
Garnet
No Net Service
No Net S-
1-5 :30pm ai
As the World
Turns
P&G
As the World
Turns
P&G
Sunbeam
Liggett & M
t
-pan Mrs
each)
NET TELEVISION (Continued)
first time Zi\ will ha\c a network pro-
gram, West Point Story, which re-
places Mama Fridaj nights on CBS.
1. / decline in comedy shows hit-
ting both situation corned) and pro-
grams built amound comedian stars is
more apparent than ever. Ten situa-
tion comedies will definitel) not he
hark and onl\ six new shows <>i llii-
type arc planned for fall. One of
these, NBC's Jack Carson Slum. ma\
not jicl (in the air. \ variet) show is
up for consideration a- it- substitute in
the 8:30 time period Friday night.
Only 17 (possibly H> if Jack Carson
is replaced ) situation comedies are
-cl t • • i next season.
The Milton Berle, Martha Raye and
Jimmy Diirante Shows are out on NBC".
The new Herb Shrine/ Show on CBS
Tusedays previously set for an hour
has been cut to 30 minutes. Tennes-
see Ernie lord who has managed h\c
daytime half-hours \cr\ successful!)
lli is past season emerges as one of
NBC's two new comedians. The other
is Buddv Hackett who will plaj the
title role in the network's upcoming
situation comedy serie>. Stanley, sched-
uled for Mlonda) night
The troubled coined) picture is also
characterized b\ format changes and
reshuffling of time periods. Shifts hack
to the scenes of their hey-da.s arc in
store for both Jackie Gleason and Sid
Caesar. Gleason will return to the hour
show and old format. Caesar to the
Saturdaj night time period, i Despite
DAYTIME NET 2 p.m. to 6 p.m.
FOR DAYTIME 10 A.M. TO 2 P.M.. SEE PAGE 60
FOR NIGHT PROGRAMING 7 TO 11. SEE PAGE 58
2:1
2:30
2:1.
3:15
3:30
3:45
1:1
4:30
4:45
15
5:30
<i
SUNDAY
ABC CBS NBC
Nl> Not Sirvicc
No Net Strvice
No Not Service
Medical Horizon*
Clba
Pro Football
2-5pm approx
Regional
sponsorship
Amorican Oil
Atlantic Renfllng
P. Ballantine
Marlboro
Falstaff Brewing
Stand Oil-
Indiana
Speedway Pet
(spons cont'd!
Pro Football
(cont'd)
(spons cont'd)
Goebel Brewinq
Burgermeister
General Tire
Pro Football
(cont'd)
i' No*
(I wit in 4)
5-6pm I
T3A
(3 wk> In i
t
No Net Service
Outlook
sust
Or Spock.
Beechnut
alt
t
Zoo Parade
Mutual of Omaha
alt
t
Wide Wide
World
4-5:30
Gen Motors
alt
Telescope
t
NBC Opera
(6 thru season)
4-5:30
t
Wide Wide
World
alt
Telescopi-
es Opera
(eont'di
C ipt Gallant
Hun/
MONDAY
ABC CBS IV BC
No Net Service
m-f
Afternoon Film
Festival
3-5pm
Partic
Thomas J. Lipton
Exguisite Form
t
Afternoon Film
Festival
(cont'd)
Mickey Mouse
Club
Coca Cola
den Mills
Johnny Carson
Show
t
Art Linkletter
Lever Bros
Campbell
Pig Payoff
Colgate
Bob Crosby
t
P&G
Brighter Day
PIG
Secret Storm
Am. r Home Prod
Edge of Nighl
P&G
No Net Service
m-f
No Net Service
m-f
Tennessee Ernie
Ford Show
t
t
Matinee Theatre
Partic
Armour
Brillo
t ■
Queen for a Day
t
Lelin «. Fink
alt
t
Modern Romances
t
Comedy Time
t
No Net Service
ml
TUESDAY
ABC CBS NBC
No Net Service
m-f
Afternoon Film
Festival
3-5
(see mon)
Afternoon Film
Festival
(cont'd)
Mickey Mouse
Club
t
t
Johnny Carson
Show
t
No Net Service
m-f
Art Linkletter Tennes:ee Ernie
Kellogg Ford Show
Plilsbury
Big Payoff
sust
Bob Crosby
Carnation
Alt
Wesson Oil
t
Brighter Day
P&G
Secret Storm
Amer Home Prod
Edge of Night
P&G
No Net Scivice
m-f
Stand Brands
Matinee Theatre
Partic
(sje Mon)
Queen for a Day
t
Lehn &
alt
t
Modern Romances
Sterling Drug
Comedy Time
No Net Service
m-f
the numerical decline <>f situation
comedy, it should be pointed out that
one of the smash hits of the season
past was a new situation comedy, Phil
Silvers' ) ou'U Sever Get Rich on CBS,
and / Love Lucy <>n CBS continued a-
one of the highest-rated -hows of the
past season. I
5. The disappearance <>j the small
money quizzes is complete. The suc-
cess of the $64,000 Question and its
imitators has made small prizes obso-
lete. The good old standln that offered
several hundred to a lew thousam
dollars has lefl the nighttime scene
) ou Bet ) our Life could be consid
ered an exception, but in tin- case the
comparative!) small monetary rewari
i- actuall) a pa) menl to the i ontesl
ant for serving as Groucho's foil. The
th ice new quizzes set for fall offer $25,-
l II HI and $75,000. Another, planned
For hut not \et scheduled. i- reported
to go as high a- $250,1
6. Soap opera also takes part in a
disappearing act on NBC. The net-
work ha- onl) one dail) serial remain-
ing. Motlcin Romances which departs
li tli<- regular formula b) telling a
complete -ten each week i- the ~< ■!<-
sun i\ or. The onl) othei set Ial at
\l!< this pasl season tried the inno-
vation of bringing in a different storj
line ever) -i\ week-. Obviouslj this
was nol the answer lor NBC viewers.
t ries that daydrama ha- little fu-
ture on t\ must he discounted, how-
ever. The picture at CBS i- quite dif-
ferent. The network has renewal- for
NOT SHOWN: Telephone Hi Bell. CBS Su 6-6:30 pm : You Arc There. Prudential. CBS. Su 6:30-7 pm : Meet
the Press. Fan Amer alt Johns- Mar.ville. NBC. Su 6-6:30 pm : Roy Rogers, Gen Foods. NBC. Su 6:30-7 pm
• Sponsorship In part or in full
has not yet been determined
SDAY
BS !\BC
y Carsoi No Net Service
;how m-f
.inklettcr Tennesson Ernie
" Bros Ford Show
i Payoff
:olgate
o Crosby
ierber
Matinee Theatre
Partie
(see Mon)
n Mills
ghter Day
PtG Queen for a Day
Borden
ret Storm Lehn & Fink
Home Prod „,*
e •( Night Modern Romance*
PAG
Comedy Time
t
Net Service .
m-f
No Net Service
m-f
THURSDAY
ABC CBS NBC
No Net Service
m-f
Jotinny Carson
Show
t
Art Linkletter
Kellogg
No Net Service
m-f
Tennessee Ernie
Ford Show
Afternoon Film
Festival
{see Mon>
Big Payoff
sust
Bob Crosby
Ton!
Mat nee Theatre
Partie
(see Mon)
Comedy Time
t
Miekey Mouse
Club
Bristol-Myers
No Net Service
m-f
No Net Service
m-f
FRIDAY
ABC CBS
No Net Service
m-f
Johnny Carson
Show
t
Art Linkletter
Afternoon Film
Festival
partie
(see Mon)
Big Payoff
Colgate
Bob Crosby
SOS
Alt
H. Bishop
Gen Mills
\BC
No Net Service
m-f
Tennessee Ernie
Stand Brands
Matinee Theatre
Partie
(see Mon)
BrigMcr Day
P&G
Queen for a Day
t
Afternoon Film
Festival
(cont'd)
Brighter Day
P&G
Queen tor a Day
Borden
Lehn & Fink
alt
alt
Secret Storm
Amir Home Prod
Secret Storm
Amer Home Prod
Afternoon Film
t
t
Festival
Edge of Night
P&G
(cont'd!
Modern Romances
Sterling Drug
Edge of Night
P&G
Modern Romances
t
Mickey Mouse
Club
Gen Mills
No Net Service
m-f
Comedy Time
t
No Net Service
m-f
SATURDAY
ABC CBS NBC
No Net Service
No Net Service
No Net Service N° N"* Service
No N.t S.ivice N° N'< S*"'"
NCAA Fcotbal
Game
(cont'd i
NCAA Foolbal
Game
(cont il
„ u , . No Net Seme, NCAA Footbal
No Nil Service Game
icent (1
NCAA Footbal
Game
, tont d |
Football
Scoreboard
Dow
aporet 10 mm
No Net Scrvic
NET TELEVISION (Continued)
ever) one of its soap operas Including
the two new half-hour serials. The
established CBS daytime serials have
health) ratings. Four placed 2-3-4-5
in Pulse- top in multi-weekly listings
for May. I he network- success with
this format can he traced to the sand-
wiching of the soap operas between
strong audience participation and per-
sonality shows. Also CBS has the ad-
vantage <»f having been there first with
the most
7. 4BC II s extension of its pro-
graming schedule moves the network
into a.m. time. The exact scheduling
i- -till tentative las sponsok goes to
press). However, it looks like two
half-hour live shows will go into the
11:30 to 12:30 period with plans to
gradually advance programing in both
time directions. The two new shows
will probabK be of the personality
type and not dramas, women's serv-
ice or soap opera.
Q. How has the pattern of pro-
gram duration and type of spon-
sorship changed in the past year?
A. A. C. Nielsen has figures which
point up these trends sharply. In both
cases, spring L955 is compared with
spring 1956.
Program duration: In the spring of
1956, (>'< of all nighttime hours pro-
gramed were confined to a 15-minute
format; 63%, 30-minute; 27fi, 60-
minute; V.'t . 90-minute. This com-
pares with spring 1955. when 9% were
15-minute shows; 659c. 30-minute:
25%, 60-minute, and 1%, 90-minute.
Type of sponsorship: In the spring
of 1956, 58' 'i of all programing hours
represented full sponsorship by a sin-
gle client: 33' "< of the hours involved
alternate sponsorship; 9%, participat-
ing. This compares with last year,
when 69 /£ were full sponsorship:
24%, alternat: 7%, participating.
Q. How much color programing
will there be next season?
A. There will be an increase at both
NBC and CBS. As part of its all-out
drive to make 1956 the year of the big
take-off in color tv progress, NBC will
program at least an hour of color every
afternoon and every evening next sea-
son in addition to the spectaculars
which are in color. CBS has not set
plans at presstime but will program
three to four hours of color weekly
against the two and a half to three
hours weekly it has programed this
season. ABC has no plans for color
programing this fall.
Q. How fast will color circula-
tion grow?
A. The next few months will be im-
portant in indicating how fast color
sales can spurt ahead this year. RCA
and other major manufacturers have
cut color set prices below $500 and it's
a question now of how soon consumers
will rise to the bait of more program-
ing and sets.
Availabilities
Q. Are there still many openings
in the nighttime schedule?
A. \t presstime there are six half-
hour time slots and one lone quarter-
hour that are completely blank. Neither
(Please turn to page 68)
Fl TELEVISION
in the great Tampa Bay*Suncoast area
WSUN-TV
• PIONEER SINGLE STATION DOMINANCE FOR 21 MONTHS
• SOLIDLY ENTRENCHED IN A $770,000,000 MARKET
• 100% COVERAGE • 100° ALL CHANNEL AREA *
ABC ON THE FLORIDA SUNCOAST
WSUN-TV the HI Fl Station ST. PETERSBURG-TAMPA, FLORIDA
ARB— Pulse Represented Nationally By Vcnard, Rintoul Cr McConncll
64
FALL FACTS BASICS
Market facts
that mean
results in
North Carolina
WSJS-TV
Preference of the Piedmont
• •
North Carolina's richest, biggest market
It pays to check the facts on WSJS-TV
Winston-Salem. It's your biggest buy in North
Carolina's Piedmont section. And the Piedmont
is the state's most populous and heavily
industrialized area. Result: more income,
greater buying power.
WSJS-TV is the NBC affiliate for Winston-
Salem, Greensboro, and High Point — Golden
Triangle cities in a market of over 3 million
people.
• More TV Homes — over 500,000
TV homes!
• Top Coverage — 75 counties in 4
states !
• Rich Market Potential — over 4
billion dollars buying power!
• Maximum Power — 316,000 watts
• Mountaintop Tower — 2,000 feet
above average terrain
\PULASKI
\WYTHEVILIE \j \
L±S ■ y
MOUNT AIRY
MARTIH5VIUJE
i 5 /*v
SOOTH BOSTON / 1
I • ^ A
DANVILLE| /VA. I
| RCIDtvlIXE
*\S WSJS-TV.
L, / t j WINSTON-
r % N ^^■r—i SALEM
,y I i V
-W . i-nv .H,ipo,Nf
Y^OBOMODN/ HICKORY V I 0 » J A
\r^ J. J m\ S*"*BU« ^
\ A V-V— 7~V
J '.K ANNAPOLIS \
WIA > \ / •) ,
r CHARLOTTE
A. / »^r\NflnF l
RALEIGH
pwemurst/
I »
Call Headley-Reed for
channel 12
television
WINSTON-SALEM
NORTH CAROLINA
JULY 1956
65
vimMmm
Wlmli
■ed he served his neighbors well
. . . and his neighbors sent Abraham Lincoln to the White Hous
The national recognition that has been accorded Storer
stations was first achieved by serving their neighbors well.
Storer station is a local station.
T*:
* . v<~*A
WJW-TV
Cleveland, Ohio
WJBK-TV
Detroit, Mich.
WA6A-TV
Atlanta, Go.
WBRC-TV
Birmingham, Ala.
WWVA
Wheeling, W.Va.
iMh
WJi
IHhVMBBB
kriT^I
SALES OFFICES
TOM HAR
BOB WOOD— fctional sales manager )
IEW JOHNSOrJLmidwesf sales manager e 230 North Michigan Avenue, Chicago 1 • Franklin 2-6498
GAYLE GRUBB*-vice-president and Pacific coast sales manager e 111 Sutter Street, San Francisco • Sutter 1-8689
NET TELEVISION (Continued)
SPONSOR
GOES
WEEKLY
2 NOVEMBEI
WITH
A
FOUR-POINT
EDITORIAL
PROMISE
1. essential reading
2. useful reading
3. fast reading
4. pleasant reading
A complete weekl)
w rap-up in depth
for verj bus) execul ives.
show nor sponsor has been set. ABC
has three unoccupied half-hours, two
in the 10 to 10:30 p.m. spots. CBS
lias three unprogramed half-hours, one
of which is suddenly available because
of \\ rigley's unexpected withdrawal of
the Gene A airy Show from its Satur-
daj 7 p.m. berth. The other two un-
filled spots in the CBS schedule occur
in the earl) evening also, on Tuesday
and Wednesda) at 7:30. NBC has
nothing remaining to be filled ex-
cept the quarter-hour left vacant b\
Chevrolet's pull-out from one of the
Dinah Shore segments.
Sponsorships open in part or in full
on weekly shows already scheduled in-
clude ten at ABC, five at NBC and
two a! CBS. The long slmw appears
to be the biggest selling problem here.
Two of the new hour show- have no
sponsors al all. Washington S(/uare. the
Chevy Show, alternates on Tuesdays,
and Steve Allen on Sunday are NBC
shows without advertisers. CBS' Herb
Shriner (mentioned previously) was
halved. So far the big new Play-
house 90, also on CBS, has garnered
only one sponsor. ABC's Thursday
night Wire Service is looking for more
clients, and the network's Famous Film
Festival has sold only one of its nine
available participations in the new
Saturday night slotting. NBC's Satur-
day night Caesar's Hour is still waiting
to hang out "standing room only"
signs. The non-weekly long show pic-
ture is pretty much the same. At NBC
the new Friday and the Monday spec-
taculars do not have their full com-
plement oi sponsors aboard.
Q. How do schedule revisions and
sponsor changes affect the spec-
taculars?
A. This fall finds the long non-week-
ly show or "spectacular" starting its
third season as tv's glamour child. At
NBC the reshuffling actually brings one
more to the evening line-up. Hull of
Fame is definitely set to move from
Sunday after i to Sunday night al-
though the e\ad time has \et to be
determined. While the regular Sunday
nighl spectacular has been dropped, a
new one i- scheduled for ever) fourth
Friday night. The sponsorship picture
is not quite so rosy. \ reflection ol
the general automotive cut-back is -ecu
in the lord withdrawal from NBl -
Producer's Showcase. Bui Ford will
continue as the sole sponsor oi CBS
s/«/ Jubilee. Another auto concern,
Oldsmobile. remains firm for NBC's
Saturday night spectacular. At press-
time RCA and its subsidiary, Whirl-
pool, are the onl) advertisers set for
the Monday and the new Friday ex-
1 1 av aganzas.
Ratings for the spectaculars with
few exceptions have been only good
rather than stupendous. This may be
the reason why the 12 participating
and rotating bankrollers on the past
season - Sunday show an- hesitating to
try on any of the fall spectaculars. It
remains to be seen whether or not thev
can be convinced that the spectaculars
have- an intrinsic prestige \alue i 1 I as
a conversation piece, (2) in merehan-
disahility to dealers (3) in stature over
and beyond their circulation sufficient
to continue justifying their cost.
Q. Will there be much change in
daytime programing?
A. ABC's morning programing w Inch
has been previously discussed is
among the most important changes.
Only three changes are seen at CBS.
These are all being initiated this sum-
mer. Johnny Carson replaces Robert
Q. Lewis in a similar type show. From
1 to 1:30 weekdays, news and audi-
ence participation replace a personality
show. The only week-end change
brings See It Now to the Sunday after-
noon line-up once a month. The docu-
mentary will take the 5 to 6:00 p.m.
time period, occasionally extending
another half-hour.
At NBC most of the weekday changes
also have already occurred. There are
more changes, however than at CBS.
Tennessee Ernie Eon/ has moved to
2 :•'><). opening up time for a new audi-
ence participation show at noon. Date
with Life has moved out and Queen
for a Dm has stepped up to 1 o'clock
for a 45-minute slotting. Ibis gives
the high-rated givawav show an added
15 minutes. It also will provide -t iff
competition for three CBS serials of
just one in it- new lime period and
length. Modern Romances goes in from
•I: If) to .">:<>() p.m. with one sponsor set
so far. Situation coined) reruns lollow.
There will be no network program-
ing in the 5:30 to 0:00 time period on
68
FALL FACTS BASICS
NET TELEVISION (Continued)
NBC this season. This leaves ABC's
Mickey Mouse Club as the sole con-
tender for the child audience. One
NBC daytime period is to be an-
nounced as of now, the 12:30 to 1:00
slot. Feather Your Nest, which oc-
cupied the time period, lost out to soap
opera competition at CBS.
CBS' strong Saturday kid-show block
lias led to more NBC cancellations.
I' in key Lee, I Married Joan, Uncle
Johnny Coons and Paul Winchell are
all out. Captain Gallant also is leav-
ing Saturday to return to Sunday at
5:30. This leaves Fury as the only
Saturday survivor. It was also the
only show to top CBS Saturday morn-
ing ratings according to the May ARB.
Howdy Doody with peppy new format
( hanges takes Pinky Lee's 10 a.m.
place, but the other cancellations will
not be replaced by new shows. The
10:30 to 11 period and from 11:30
a.m. to NCAA football time will revert
to (he local stations.
On Sunday afternoon Wide Wide
World returns to NBC with the new
Telescope documentary series plus six
operas as alternates. General Motors
will again be the sponsor for the Wide
Wide World segments. The show will
overlap See It Now, which may be the
reason why the CBS prestige program
lias \et to find a sponsor.
Q. How much more will an ad-
vertiser have to pay for tv next
season?
A. About 12% more than he did
last year. The rate of increase is
about l^c per month, and it's been
this way for two years. It looks as
though time costs will continue to rise
at this rate for the foreseeable future.
Q. Why are time costs increas-
ing?
A. Because local tv station rates are
increasing. Network tv time charges
are a direct reflection of local-level
hikes. And local stations by and large
raise their rates in proportion to gains
in (1) set circulation in their local
areas and (2) their own station circu-
lation, in terms of audience or share
of tune-in.
BIG MARKET?
Retail sales top
1% BILLION DOLLARS
in Flint and the Saginaw Valley
Michigan's 2nd richest market
Here, in the Flint-Saginaw market, average city-family income
is $6,413.75. And retail sales are more than one and one-third
billion dollars . . .
• $298,940,000 for food
• $343,660,000 for automobiles and accessories
• $46,208,000 for drug products
86.9% of the market homes are television homes— and WNEM-TV
is the one, the only station completely covering them all. ARB
and PUtSE survey results say so.
Contact Headley-Reed or Michigan Spot Sales
WNEM-TV
STATION
serving Flint, Saginaw, Bay City, Midland
D j. c. .. WPON — Ponti'ac, Michigan
Kadio Stations
WABJ — Adrian, Michigan
JULY 1956
69
NET TELEVISION Continued)
Q. What kind of cost-per-1 ,000
does a network tv advertiser get?
A. \n analysis of the 21 new tv pro-
grams which took the air last season
shows the a\i'i,ur cost-per-1,000 per
commercial minute was $3.58. < losl
lor the ton 10 rated -hows varies from
a low nf 82.40 for The Big Surprise
through a median of s2.(>2 for /' yatt
Earp tn a peak "I $3.25 for People's
Choice. Figures are based mi Nielsen
report. March- \pril '56.
Q. How about program and talent
costs?
A. There- no answer to this one.
"'What the traffic will hear" is still
the criterion in talent fee-. All the net-
work t\ advertiser know- i- that talent
costs nevei go down. With only one
place to go up — the question is one
of degree.
A high-riding performer or packag-
er will obvious!) insist on fee hikes if
thej weren t provided for in compli-
I/nit's ihv opinion of hundreds of
intuitu fis nsillf/ Ili'i'ft'H ftlfil it it's.
RCA LI
Thf I i.i i)t- si Sound Service Orffttni'zlttintt tit tin- Wnrltl.
WeMcrn Kloclric I u. n-..
cated escalator clauses at the time of
the contract signing. Even a perform-
er who isn t riding quite so high am
more, or a packager whose show has
dropped in its audience appeal, will
fight strenuously to maintain the tal-
ent tab even though the advertiser is
-citing less for his money in terms of
audience, impact and sales. This type
of show situation, b) indirection,
means higher talent costs to the buyer.
Film program and production co-t-
are still on the rise. They've been
spurting ever since Hollywood film
technicians went on a five-da) week.
Q. How much does it cost to buy
a network show?
A. In genera] terms, an advertiser
buying an entire program and not shar-
ing sponsorship or buying participa-
tions would pa\ these prices for typi-
cal show-:
• Alternate week, half hour. S2 mil-
lion annually (covering 26 shows).
• Once-a-week, one hour, $5-$6
million annually.
Q. How do the three networks
compare with each other in billing?
A. I he late-t available figures from
Publishers" Information Bureau for
the month ol \pril show the following
gross figures: ABC, $6.2 million:
CBS, $17.6 million: NBC, 815.] mil-
lion. The total figure is 138.9 million,
a pain in network billing of 19$ from
tin- \pril 1().V> figure of $ 32.7 million.
Total network gross hillings during
the first third of L956, Januar) through
\pril. hil the $155. ( i million level, up
I,",' , from the $132 million for the
same four-month period last year. The
individual network business, also in
gross hilling terms, lined up this wa\
during the firsl four month- of this
year:
VBC, $25.7 million, up 7(>' < from
-I Id million during the same period
in L955; CHS. $70.3 million, up 13',
from last \eai- M>2 million: NBC,
$59.6 million, up l.'V; from its $53
million of last year.
70
FALL FACTS BASICS
IT'S
A0upa
WM
i
m
in
T/y/f
tfnC '*<<f
'Onff-3
CSIPTIOH
Why not start at the top ?
Others are tame by comparison. New York has
more television families, with more effective
buying income and more retail sales, than the next
two markets combined.
And one television station dwarfs the rest.
wcbs-tv has more viewers day and night than
any other station. With wcbs-tv alone, you reach
more customers than with far more expensive
combinations of several stations in smaller
markets. One electrical appliance manufacturer,
for example, started on wcbs-tv and in just a
few months increased his sales 70% ! With some
of his profits from New York he expanded into
Philadelphia and Los Angeles before the year was
up, and into 8 more areas the next season !
It pays to start at the top in television — on the
Number One Station in the Number One market.
WCBS-TV
Channel 2 — New York
CBS Owned
Represented by CBS Television
Spot Sales
WCBS-TV COVERAGE < 27 counties)
Population 15.866A00
Families ',.siii,!iiin
Retail Sales $19,278,506,000
Effectii, Buying Income $32,156,700,000
Effective Buying Income Per Family $6,681,
'Sales Management "Survey of Buying Poivcr," May 1956)
JULY 1956
71
NET TELEVISION (Continued)
Hon high is UP ?
nr
WVEC-TV
when your
sales are
soaring on
WVEC-TV
LARGEST UHF
CIRCULATION
ON THE EAST
COAST
NEW YORK
to
MIAMI
serving
NORFOLK
HAMPTON
NEWPORT NEWS
PORTSMOUTH
WARWICK
VIRGINIA BEACH
• the number one Virginia Market
• lowest cost per thousand
• a basic NBC Station
m
basic
affiliate
rnted by AVERY KNODEL
72
The DuMont Tv network, the fourth
tv network, discontinued its operations
last September.
Q. How have network tv billings
grown during the past five years?
A. On the average, each year has
shown a gain of 34^V over the previ-
ous year. The five-year growth pattern
for network tv hillings looks like this:
Total network billings for 1951,
$127,989,713; 1952, $180,794,780, a
41% gain from the previous year;
1953, $227,585,656, a 26% gain; 1954,
£320,154,274, a 40% gain; 1955,
$406,899,059, a 27 S gain.
Q. How is network tv billing di-
vided between daytime and night-
time?
A. Most of the money, of course, is
invested by advertisers in nighttime
hours. Of" the $406,899,059 invested
in network tv time last year, 69'
went to evening hours: 26'/, week-
day; 5% weekend (Saturday and Sun-
day) daytime. The figures for all four
networks combined (at that time, the
DuMont network was still in opera-
tion) :
Evening, $279,758,754; weekday
daytime, $106,028,637; weekend day-
time, $21,111,668.
These same proportions hold true
with 1956 advertising. From January
through April of this year, billings on
all networks totaled $155,642,508.
Some 69% of this amount, $105,755,-
"87, was invested in evening time peri-
ods; 26%, $41,695,612, in weekday
daytime hours; 5c/p, $8,191,009, in
Saturday and Sunday daytime hours.
Q. How is ABC doing as the
"third" network?
A. ABC is moving up fast. Its L955
billing was $51,369,000, and during
the first four months of tins vear it
totaled $25.7 million. Projecting this
first-third business through 1956, ABC
im.i\ hit the $77.1 million mark — a gain
of some 5(1', in revenue in one year.
In L953 VBC had 10 commercially
-ponsored Ik hi i s wcekl\ : in I ')."> I. 18
hours and 30 minutes; in L955, 19
hours and l~> minutes; in I ')")(). 37
hours and 30 minutes. (Figures are
For Januan ea< li year.)
when it comes
to numbers . . .
WRGB is still the leader
ih rich Northeastern New
York and Western New
England with a popula-
tion of 2,1 52,300. Near-
ly half a million televi-
sion families with an
effective buying income
of $3,285,604,000 now
receive the services of
WRGB.
WRGB continues to
dominate this wealthy
30-county, populous
market with its power-
M VHF signal.
Contact your nearest
NBC Spot Sales repre-
sentative today for the
full story on the profit-
able WRGB market. -
WRGB
SCHENECTADY . . . ALBANY . . . TROY
IS SOLD BY
SPOT SALES
FALL FACTS BAS'CS
ASCAP
the Seal of Public Approval
The Seal of the American
Society of Composers, Authors
and Publishers on music is
a mark of distinction. It may
only be used by members of
ASCAP. It is the hallmark of
the skilled professional
whose talents create the top
tunes of television, radio and
records, the song hits of
Broadway and Hollywood and
the finest in the fields of
classical and religious music. It
is the seal of public approval.
By means of a single
ASCAP license the entire
repertory of America's
foremost creative talent is
made available to the
users of music.
The American Society of Composers, Authors and Publishers
575 Madison Avenue, New York 22, NY.
JULY 1956
73
NET TELEVISION iContinuedi
«»«
Any way you
look at it . .
WJTV
is Jackson's
(Mississippi)
predominant t.v.
station
• CBS & ABC AFFILIATE
• 149,000 sets in primary cov-
erage area.
• 8 of the top 10 nighttime
programs appear on WJTV
(February 56 Pulse)
• Serving the rich Central
Mississippi market.
WJTV
CHANNEL 12
JACKSON, MISSISSIPPI
Ri*prmgrntf*t hy .-
THE KATZ AGENCY
Q. What are ABC's plans for
expansion?
A. The network has big plans. Ex-
tension into morning programing
mentioned earlier > will give ABC a
second foothold in the daytime fol-
lowing its successful entry into late-
afternoon programing. Twelve Spe-
cial shows I the network dislikes the
term spectaculars) are scheduled. Nine
will run an hour, three an hour-and-a-
half. These specials will include: Two
Metropolitan Opera programs adapted
for television and with English trans-
lations, four dramas and two musi-
cals produced by the Theatre Guild
and a super Christmas show filmed in
England with top British stars. There
will be three documentary dramas pro-
duced by John Daly. These three will
investigate the high divorce rate, al-
coholism and the technological age.
Several important sponsors and
shows have switched to ABC. Ford
Theatre, Omnibus bringing along one
of its sponsors, and Eastman Kodak
are firmly set in the fall line-up.
Advertisers
Q. What types of accounts spend
the most money in network tv?
A. Tv seems to attract in equal bulk
accounts in all types of product cate-
gories. The client range includes fast-
turnover, inexpensive packaged goods
and merchandise which is slower to
turn, such as high-priced hard goods
and automobiles. The seven industry
groups which invest most heavily in
network tv are. in this order, food;
toiletries; autos and accessories; soaps,
cleansers and polishes; smoking mate-
rials; bousing equipment and sup-
plies; drugs and remedies (19531.
Q. Exactly how much money do
these top tv buying accounts
spend?
A. These eight classifications of
business listed above last year ac-
counted for about 85f* in every net-
work tv dollar.
All told, these eight groups invested
$344,041,415 in network in 1955. The
individual product type investments
follow: food, $79,988,578; toiletries,
$74,175,005; autos and accessories.
$47,059,360; soaps, cleansers and
polishes, $45,967,555; smoking mate-
rials. S42.121.762; household equip-
ment and supplies. $31. 548.849: drugs
and remedies. $23,280,306.
Q. Who are the companies which
spend the most money?
A. The blue-chip clients spending the
most money in network tv remain con-
sistently in the top position from year
to year, and movement is within the
top 10 rather than into it or out of it.
The leading advertisers in 1955. in
this order, were Procter & Gamble,
Colgate, Chrysler, Gillette, General
Motors, General Foods, R. J. Reynolds,
American Tobacco, General Mills and
Lever Bros.
P&G has held No. 1 spot ever since
its entry into the Top 10 in 1951.
Colgate has been No. 2 every year
since 1951. when it held No. 3 spot.
Chrysler made its big entry in 1954,
and Gillette entered the charmed circle
in 1953, remaining there every year
since. Three national advertisers have
been Top 10 investors for the six con-
COLOR
SPECTACULAR
ON FILM!
A Miracle of Colorful
Enchantment — -
in TECUNICOLOB ....
"JOHNNY THE
GIANT KILLER"
(65 minute Technicolor Cartoon Feature)
Available on two or Hirer year
• led basis. The perfect film to
many different forms including
si rial /•< '" "'"'ion.
ATLANTIC TELEVISION CORP.
flntxiic
TofWSNW
CoKPOKtJIOH
West 46 Street
New York 36, N. Y.
Telephone Judson 2-1288
74
FALL FACTS BASICS
NET TELEVISION (Continued)
was
bomed
in
witnland
•: I'm mild, satisfying and
I taste li*e a cigarette
should. I was reared in
the most exciting sales
market on the Eastern
seaboard — right under the
noses of sophisticated
New York advertising men
(and that's where a good
cigarette should be.)
Witnland is rich not
only in bright tobacco
but in unharnessed pur-
chasing power. Now
Eastern North Carolina
has a 316 000 watt NBC
affiliate to boot. Add
Grade A service to the
mighty Marine Bases at
Cherry Point and Camp
Le Jeune for good
measure. Transmitter
at Grifton, N. C.
Studios and offices at
Washington, N. C.
witn
channel
t
serving eastern north Carolina
transmitter at grifton, n. c.
studios & offices at Washington,
316, 000. watts
headley-reed co., rep.
secutive years since L951. They are
General Foods, R. J. Reynolds and
American Tobacco. General Mills has
been a leading Inner since l').")2 fig-
ures were published, and Lever Bros.
has been on the roster since 19.~>1.
Q. What's the biggest single
group of advertising prospects tor
network tv?
A. Industrial accounts, who have a
public relations or institutional job to
do. All of the networks are pitching
manufacturers in this general classifi-
cation. Industry many times has noth-
ing in the way of products to sell to
the public, but it has concepts which
it seeks to sell to the public and to key
people within the public, such as com-
munity leaders and government deci-
sion-makers.
The industrials are interested in net-
work tv. Here's why : they know their
fortunes are often dependent on pub-
lic reaction, they need improved trade
and employe morale and some need to
develop financial markets for new
stock issues.
Q. Approximately how many ad-
vertisers are now using color in
their commercials?
A. According to industry sources,
about 25% of all film commercial work
is now being done in color. Film peo-
ple attribute much of the jump to the
fact that animated cartoon commercials
are being filmed in greater volume —
and in color.
Said one film man in a recent issue,
"Agencies and advertisers are finding
that use of color now in commercials
will actually prove less costly in the
long run." He cited two factors as
contributing to this amortization ele-
ment:
1. Early entry into color gives ex-
perience in this facet of the medium.
2. Although commercials are seen
by the majority of viewers now in
black and white, they will still appear
fresh when color receivers tune them
in.
Actual dollar costs for commercials
filmed in color vary from one com-
mercial to another, as well as by tech-
nique. Highest costs are usually found
in making live-action commercials, and
they average up between 25 and 33' (.
In animation, on the other hand,
costs go up only about 10 to 20%.
In one short year, thanks to
ABC network and good local
programming we have come
up faster than "Needles'*
— and twice as sharp. April
pulse ratings multiplied by
total coverage divided by
KLOR rates equals the best
bet by far — on the nation's
fastest track: the Portland
market.
1 FIRST SECOND! THIRD
klor j 35 54 i 3Q
sta-cb j 59 42 I 18
sta-nb j 27 27 65
Comparative standing based on all
quarter hours 6:00 p.m. to midnite
Monday through Friday in April
pulse.
The payoff is GOOD too —
Portland's Brightest Picture
Sellingest Merchandising
UJ
PORTLAND, OREGON
GEO. P. HOlllNGBERRY, Representative
S. JOHN SCHIlE.Gcn'/Mgr., HENRY A. WHITE. Prti
JULY 1956
75
NBC fM*
svnwcwonB catalog of hits
■ * . ■■
$3000
„;-»
PASSPORT
TO DANGER
SHEENA,
QUEEN OF
THE JUNGLE
THE
THREE
MUSKETEERS
DOUGLAS
FAIRBANKS, JR.
PRESENTS
CODE 3
ANNIVERSARY
PACKAGE
RACKET
SQUAD
THE PLAYHOUSE/
HERALD
PLAYHOUSE
Cesar Romero stars in
thrill-packed inter-
national adventures.
39-V2 hrs.
Exciting jungle dramas
starring TV's most dynamic
new personality,
Irish McCalla. 26-Vz hrs.
Dumas' world-famous story
of action, adventure,
swordplay, romance in
history's most exciting
era. 26-V2 hrs.
Absorbing adult dramas
with Doug Fairbanks as
host, producer and star.
117-Va hrs.
Gripping dramas based on
real life — top priority
emergency police cases
— a new concept in TV
realism. 391/2 hrs.
Finest feature film
package available to TV
— many Academy Award
winners. 15-various lengths.
Mystery adventure with
public service appeal.
Network and spot tested.
Reed Hadley stars.
98-V2 hrs.
Outstanding anthology
drama series. Each film
features a big-name star
of Hollywood or Broadway.
104-1/2 hrs.
Contact your nearest office of Rating histories and market availabilities on request.
ABC FILM SYNDICATION, Inc.
10 East 44-th Street, New York • OXford 7-5880
New York • Chicago • Hollywood • Atlanta • Dallas • San Francisco • Minneapolis • St. Louis
76 FALL FACTS BASICS
1956 FALL FACTS B \SK:S—SECTI()\
PROGRAMS
Television film distribution business may hit an estimated $100,000,000
in sales this year. Latest programing trends include costume drama,
stripping during the day. Getting clearances is still a problem
though top quality product can get Class "A" periods. Starts page 78
COM IVI IS rc: I AI_S
An increasing number of odd-length commercials are being ordered for
fall, ranging from 8-second I.D.'s to two-minute color films for spec-
taculars. Trend is toward more 20's because of clearance problem-.
Animation and live action are often combined. Coverage starts page 91
FILM
Shows to hit $100 million sales level
Film business zooms in all directions, from feature films to commercial production
niiiii
Distribution trends
Q. How big is the tv film dis-
tribution business?
A. It'll be $100,000,000 big thisyear,
In SPONSOR'S estimate. This figure in-
cludes sales of made-for-tv or syndi-
cated film and feature films to stations
;.nd advertisers for local or spot adver-
tising. A number of film distributors.
in addition, sell to the tv networks. The
1956 estimate is about 25% above
1955 sales. These figures are rough,
since the business is extremeK cage}
about indicating dollar sales.
Q. How much product is avail-
able at the present time?
A. There is a tremendous amount of
product available to feed the insatiable
tv maw. An ABC Film Suidication
tabulation found about 150 indicated
series being sold comprising a total of
about 20.000 separate episodes. The
Ml'
as
UPDATED SUMMARY OF SAG CONTRACT PROVISION
I — Compensation tor the work session
CLASSIFICATION
ON-CAMERA ACTORS AND SINGERS
OFF-CAMERA ACTORS
OFF-CAMERA ACTORS employed for spots
intended only for Class C use
OFF-CAMERA SOLO SINGERS
OFF-CAMERA SOLO SINGERS employed for
commercials to be used only in Class C
OFF-CAMERA GROUP SINGERS— 2-4
OFF-CAMERA GROUP SINGERS— 5 and over
(Rates shown are for commercials made for one designated sponsor)
|| — Compensation per unit resulting from the work session:
AMOUNT
HOUR WORK
SESSION
$70.00
$45.00
8
2
$35.00
$45.00
2
3
$35.00
$30.00 per
$25.00 per
person
person
3
4
4
CLASSIFICATION
ON-CAMERA ACTORS AND SINGERS
OFF-CAMERA ACTORS AND SOLO SINGERS
OFF-CAMERA ACTORS AND SOLO SINGERS,
commercial is used in Class C only
OFF-CAMERA GROUP SINGERS— 2-4
OFF-CAMERA GROUP SINGERS— 5 and over
AMOUNT
$70.00
$45.00
$35.00
$30.00 per person
$25.00 per person
| | — Compensation for use and reuse spot announcements:
A: Actors and solo singers-
Actors and Solo Singers
Actors and Solo Singers
Actors and Solo Singers
>n camera
CLASS
FIRST
CYCLE
$ 70.00
$105.00
$140.00
B: Actors and solo singers — off camera'
Actors and Solo Singers
Actors and Solo Singers
Actors and Solo Singers
CLASS
C
B
A
FIRST
CYCLE
$35.00
$52.50
$70.00
EACH
SUBSEQUENT
CYCLE
$ 35.00
$105.00
$140.00
EACH
SUBSEQUENT
CYCLE
$35.00
$52.50
$70.00
C: Group singers
2 to 4 voices
Over 4 voices
2 to 4 voices
Over 4 voices
2 to 4 voices
Over 4 voices
)ff camera;:
CLASS EACH CYCLE
$30.00 per person
$25.00 per person
$30.00 per person
$25.00 per person
$40.00 per person
$32.50 per person
WEEKS OF
26
26
13
13
13
13
(For Group Singers ON CAMERA See Schedule A)
IV — Compensation for use and reuse — program commercials and signatures class C and B — on camera and off camera
CLASS C
(Rates are for unlimited use in each 13-week cycle except where otherwise noted)
ON
CAMERA
Actors and Solo Singers
Actors and Solo Singers (if 26 consecutive weeks are guaranteed]
Group Singers — 2 to 4 voices — per person
Group Singers — Over 4 voices — per person
Signature Singers — Solo
Signature Singers — 2 to 4 voices — per person
Signature Singers — Over 4 voices — per person
$105.00
$185.00
See Note
See Note
See Note
See Note
See Note
OFF
CAMERA
$ 80.00
$140.00
$ 30.00
$ 25.00
$ 80.00
$ 32.50
$ 27.50
CLASS B
ON
CAMERA
$140.00
See Note
See Note
See Note
See Note
See Note
OFF
CAMERA
$90.00
$40.00
$32.50
$90.00
$45.00
$37.50
(NOTE: Rate for Group Singers and Signature Singers ON CAMERA are same as those for Actors and Solo Singers ON CAMERA in each respective class
78
FALL FACTS BASICS
Dumber t>l feature films is harder to
come 1>>. l»ut sponsor estimates the
number at around 8,000 and growing
fast. In addition, there are an unknown
number of shorts and rarloons. This
liujie mass of film, whose usefulness is
multiplied by rerun potential, covers
almost e\cr\ conceivable t\ pe of pro-
mam fan- and a varieU of lengths.
Selling all this film arc about 80-odd
major distributors plus a couple of
hundred others who sell film in a small
wa\ or to whom tv film distribution is
a secondary function. Among the 80
"majors a dozen or so probably ac-
count lor the bulk of film distribution
-ales of syndicated and Feature.
Q. How widely is syndicated and
feature film used?
A. A large majorit) of stations run
both syndicated and feature film, spon-
sor's Buyers Guide for 1956 found
7(>' , of the 495 U.S. and Canadian
station- which responded to a question-
naire offer syndicated film. This com-
pares to 82^ of 312 respondents in the
1955 Buyers' Guide. So far as feature
film is concerned the figures are \\2' ,
for the 1956 Buyers' Guide and 95',
for the 1955 issue. The decrease in
feature film use reflects the exhausted
rerun potentialities of -ucb film. \\ ith
the new feature film packages flooding
the t\ market- Bince sponsor's 1956
Buyers Guide figures were gathered
(late in L955), the percentage of sta-
tions using feature film has undoubted-
l\ increased.
An N-VKTIJ -ur\e\ of it- members,
..- reported in its \'>~>i> "Film Manual,"
showed ever) responding station using
feature film and 98' r' of responding
stations running syndicated film. The
\ \l> I I! survej went out to 2(>2 mem-
bers who bad been operating prior to
I May, 1955 and covered the week ol
6 June through 12 June of that
Replies came from 11!! station-.
i Please turn to page 82 i
DR TALENT IN TELEVISION FILM COMMERCIALS
— Compensation tor use and reuse — program commercials and openings and closings — class A
ON CAMERA
UNLIMITED
13 USES
EACH
3
8
13
UNLIMITED
USE FOR EACH
GUARANTEED IN
1st
SINGLE
USE
USE
USE
USE FOR EACH
26 CONSECUTIVE
26 CONSECUTIVE
USE
REUSE
GUARANTEE
GUARANTEE
GUARANTEE
13-WK. CYCLE
WEEK CYCLE
WEEKS
tors & Solo Singers
$70
$50
$150
$350
$500
$650
$1150
lenings & Closings
$70
$50
$150
$350
$400
$570
(including lead-ins
and lead-outs)
guaranteed Uses must take place during one 13-week cycle)
I — Compensation for use and reuse — program commercials, opening & closings, signatures class A
OFF CAMERA
UNLIMITED USE 13 USES UNLIMITED
EACH 3 USE 8 USE 13 USE UNLIMITED FOR EACH 26 GUARANTEED IN USE FOR 52
1st SINGLE GUARAN- GUARAN- GUARAN- USE FOR EACH CONSECUTIVE 26 CONSECUTIVE CONSECUTIVE
USE REUSE TEE TEE TEE 13-WK. CYCLE WEEK CYCLE WEEKS WEEKS
ctors & Solo Singers
penings & Closings
(including lead-ins
and lead-outs)
roup Singers 2-4
voices
roup Singers — over
4 voices
gnature Singers —
Soloist
gnature Singers — 2-
4 voices
gnature Singers —
over 4 voices
guaranteed Uses must take place during one 13-week cycle)
OTE: Rates for Group Singers and Signature Singers ON CAMERA are the sa me as those listed in Table V for Actors and Solo Singers.
0TE: Tlii-i- ire key items, not full rat* list. Chart by Transfllm Inc., updated by SPONSOR and Transfllm. fl'nllmlted use hi 13- week cycle, (Unlimited use for periods indicated. 'Per person.
$45
$45
$35
$35
$105
$105
$255
$255
$350
$280
$485
$865
$415
$30*
$20*
$ 60*
$120*
$165*
$230
$430*
$25*
$17.50*
$ 50*
$100*
$137.50*
$180*
$135
$ 67.50*
$ 60
$330*
$460
$230v
$200*
JULY 1956
79
Setting
for
sales!
i
n "San Francisco Beat/' even the very
setting's exciting. Filmed on location
in photogenic, steep-inclined San
Francisco, it's a powerful, eye-filling
show . . . combining the drama of real
cases from the files of San Francisco's
Police Department with the thrill of
the chase through some of the world's
dizziest, most breath-taking scenery.
The uptilted streets ... the Golden Gate
. . . Chinatown the waterfront and
Fisherman's Wharf ...it's a setting that
puts extra wallop into every half hour
of this action-laden film series.
And what a wallop the series packs!
In the Albany-Schenectady-Troy
area, "San Francisco Beat" is one of
the top fifteen programs, drawing
bigger audiences than such shows as
Kraft Theater, Gobel, Martha Raye and
Montgomery Presents. In film-happy
Los Angeles, it's among the top ten
syndicated films.* As "The Lineup" on
the CBS Television Network, it has
averaged a higher rating than "Dragnet"
throughout the past season.**
"San Francisco Beat" provides a hard-
hitting setting for your sales messages.
Get details and market availabilities
from the people who bring you the
fastest-moving films in all television...
CBS TELEVISION FILM SALES, INC.
Offices in New York, Chicago, Los Angeles, Detroit, Boston, San Francisco, St. Louis,
Atlanta, Dallas. In Canada: S. W. Caldwell, Ltd.
•ARB. Licit available reports ••Trendex. Oct. D55MH 1956
recordings
>_ -^
ON TIMES SQUARE AT
CAMBRIDGE
TELEVISION CENTER
OFF-THE-AI R
STUDIO
ON LOCATION
BROADCAST QUALITY
DOUBLE SYSTEM
LOW COST
BROADCAST
STUDIOS &
EQUIPMENT
a multiple facilities service
rehearsal studios
closed circuit
viewing room
• film editing
• audio recording
at a minimum cost for
• advertising agencies
• advertisers
• announcers
• commentators
• performers
vocalists
independent producers
sales organizations
educational groups
musicians
CAMBRIDGE
TELEVISION CENTER
1481 B'WAY, N.Y.C. (Times Square)
BR 9-9295
Q. How much time is devoted to
syndicated and feature film?
A. The \ VRTB's 1956 "Film Man-
ual discloses that, among the stations
responding to its survey, the average
amount of time devoted to local film
of all kinds was ?,\' , of the total pro-
graming hours. Of this 31%, I!!'.
was devoted to feature film>. .11'. to
syndicated film and 11'. to >hort sub-
jects The other 10' , is accounted for
by free film and film produced by the
station itself.
Q. When is most local film run
by stations?
A. \l.out halt i 10', I of all local
film running time is in the evening.
!<>', i:- in the afternoon and 11'. in
the morning, according to the NARTB's
1956 "Film Manual." From the point
of \ iew of days in the week, the amount
of time devoted to local film ranges
between 12 and IF. during the week
hut increases during the weekend to
l<>'. ..I all programing hours on Sun-
da\ and 18' '< on Saturday.
Q. What's the outlook for new
tv film product?
A. The tide of feature films into tv
continues to rise. The latest move came
last month i.Juh i from Loew's, Inc..
which announced it had decided "in
principle to distribute on its own 770
pre-1949 MGM features plus 900
shorts.
This follows a pact between 20th-
century and NTA providing for the
distribution of 52 features by the lat-
ter. NTA, together with Associated
Artists Productions, which now owns
the \\ arner Bros, library, had previ-
ous!) been rumored in the running for
distribution of the MGM package.
Still uncertain are the plans of Para-
mount, the onl\ major studio which
has not jumped on the features-for-t\
bandwagon. Paramount < hiellain liar-
ne\ Balaban told stockholder in June
that the vaults were being examined
lor possible packages to distribute but.
beyond that, gave no clear indication
of the studios' plans. Paramounl has
already released its short subjects.
Also still unreleased are a number of
features from Universal.
Among the MGM features to be dis-
tributed are The (ileal '/.ie^jeld. II iz-
ard aj ()z. David C.oppei field, The
Good Earth, t Tales of Two Cities.
The Yearling. Mis. Miniver. Matin) on
DOMINANT
60% greater share of
audience
lat place 79% of broad-
cast time.
1st place in every listen-
ing survey ever made in
Savannah.
—Pulse. Oct., 1955
23 Counties —
472,100 people
. . . $504,439,000 NK
spendable income - l^(
77,546,000 retail JO
WT0C AM. FMTvg
ABC
Represented by Avery Knodel, Inc. X
First in the West with
COLOR T
...KRON-TV, San Francisco's
Pioneer Color Station
FIRST IN THE WEST with...
NETWORK COLOR PROGRAMS
LOCAL LIVE PROGRAMS
COLOR FILM PROGRAMS
COLOR SLIDES
KRON-TV now maintains its leadership
...with a series of
hard hitting color
clinics where local
advertisers can see
their packages, products
and display material
on closed circuit
color TV.
KRON-TV
Affiliated with the S. F. Chronicle
and the NBC-TV Network on Channel
Represented Nationally by
Peters, Griffin, Woodward, Inc.
JULY 1956
83
FILM (Continued)
SERVING
THE
FABULOUS
NORTHWEST
FLORIDA
COAST
WJDM-TV
Panama City
Now
Interconnected
via new
Micro-wave
with
WEAR-TV
Pensacola
Mel Wheeler
General Manager
lu-jirr.M-nln/ Xntionally By
George P. Ilollingbcry Co.
the Bounty. Good-Bye Mr. Chips and
Boys' Town.
MGM also announced it would go
into the business of tv films.
The impact of feature films on the
syndicated film market has varied. In
some areas, the effect has been small.
The shorter-length of syndicated film
still gives it a slotting advantage over
features in and around network option
time. For the spot tv advertiser who
wants a show that can be merchan-
dised, there is no substitution for a
syndicated show series since feature
films are generally sold as announce-
ment carriers direct to stations.
Despite the special place occupied
by syndicated film, a sponsor survey
of film distributors found that syndi-
cated shows are feeling the impact of
the flood of features. This is particu-
larly marked in the case of syndicated
shows that are bought by stations as
announcement carriers. Stations have
only so much money to spend on pro-
graming and dollars laid out for fea-
tures are dollars that cannot be spent
for syndicated shows. The pressure
for feature film sales has, therefore,
tended to depress syndicated show
prices, particularly for reruns.
The effect of this has made syndi-
cators cautious about bringing out
new shows for syndication. However,
the market for first-run quality prod-
ucts remains healthy. For the regional
advertiser, especially, syndicated film
is an audience drawing card and mer-
chandising vehicle that can't be topped.
Programing trends
Q. What kind of programing is
most popular in syndicated film?
A. Judging 1»\ the number of series
available, sports and drama are equally
popular with 48 series of each type on
the market, according to a tabulation
from ABC Film Syndication. Drama,
however, is undoubtedly the more im-
portant of the two. In the first place,
most of the sports series are short, 32
of them being of the 15-minute or less
variety. In the second place, the
drama series are more expensive prod-
in Is so thai the income from them is
considerably higher than the income
from sports shows.
SPONSOR
GOES
WEEKLY
" »
2 NOVEMBER
WITH
A
FOUR-POINT
EDITORIAL
PROMISE
1, essential reading
2, useful reading
3, fast reading
4, pleasant reading
A complete weekly
wrap-up in depth
for very busy executives.
84
FALL FACTS BASICS
FILM (Continued)
Next in numerical order are adven-
ture shows, with a tally of 44 series
available. Musicals follow with 40
series available hut half of them are
less than a half-hour. There are 38
children's series, 35 comedy series and
34 mystery series.
Q. What are the recent pro-
graming trends in syndicated film?
A. A perusal of new shows planned
or now in production points up the
variety of types to be offered by film
distributors. The listing below includes
some shows planned for network sale
but there is always the possibility that
the series will end up being offered for
national or regional spot clients.
The costume drama type of show has
all the earmarks of a comer. The film
distribution business can claim credit
for developing this program category.
Official Film will have three shows of
this type on the network next season
{Robin Hood, a renewal, and Sir
Lancelot and The Buccaneers, which
are new ) and is planning to start pro-
ducing two others by the end of the
year for national sale. CBS Film has
had Long John Silver in syndication
for some time and is preparing to roll
on The Legionnaire and Sir Francis
Drake, also for national sale. Guild
Films has started to produce Captain
David Grief, a series based on Jack
London stories. The new series is one
of the most expensive ever produced,
the production nut reportedlj sel at $2
million, or about $50,000 per half hour.
This is higher than most half-hour net-
work show-.
There are a scattering of Westerns
either in the pilot stage or in produc.
tion. TPA has a pilot of Last of the
Mohicans. NTA is producing Sheriff
of Cochise. Screencraft is working on
an adult Western and is continuing pro-
duction on Judge Roy Bean.
Syndicators, however, are not put-
ting their programing eggs in one
basket. Advertiser needs are too varied
for distributors to latch on to one type
of programing. Though Official, for
example, is riding the costume drama
trend hard, the firm has a varied syn-
dication backlog.
More typical of programing activity-
is Ziv, which is now shooting Dr.
Christian and will make a big push to
sell the show this month (July). The
firm is also getting set to produce the
following: Annapolis, Martin Kane and
/ l.i'i r (i 1/) si,-i \ .
Similarly. IT A has pilots for Tug.
boat Annie, AW- York Confidential and
Waldo, the latter described as a com-
edy-drama involving a chimpanzee.
Screen Gems i^ putting Damon Run-
yon Theatre and a Patli Page show into
syndication as rerun-. The Columbia
Pictures subsidiary will also offer The
Web as first-run syndication product
and is expected to come up with two <>\
three other first-run series.
MCA-TV Syndication is currently
featuring a half hour of Rosemary
Clooney and will release the second
series of Dr. Hudson's Secret Journal
in August.
ABC Film Syndication has recently
put Code 3 in syndication and has
available for network or national spot
clients the following: Forest Ranger,
Renfrew of the Mounted, The Force
and Believe It or Not.
In addition to the Jack London
series, Guild is working on its fourth
episode of Tobor, the story of an elec-
tronic man (robot spelled backwards),
and is preparing a dramatic anthology
entitled Premiere Theatre.
Other shows in preparation include
the nation's 3rd rail center...
Toledo and its industrial wealth are the hub of WSPD-TV's billio
dollar market. Toledo is the nation's 3rd rail center, and is listed
among the United States leaders in 1 1 of the 19 industrial classifi-
cations! "^
Along with Toledo, WSPD-TV gives you maximum 316,000
watt power for complete saturation of our 23 county, billion
dollar market.
Your sales message will be heard, and your product will be
Id with WSPD-TV— first in Northwestern Ohio.
RWDiO1
TELEVISION
TOLEDO, OHIO
Storer Broadcoiling Company
TOM HARKED. NAT SALES DIR. 118 E im STREET. NEW YORK
Represented Nationally
by KATZ
JULY 1956
85
FILM (Continued)
Walter Schwimmer's All-Star Colj
series and a Sabu series being readied
by Tom J. Corradine 81 \--"< iates.
An important programing trend nol
particularly related to program types
is the stripping of rerun shows, usually
five times a week. I hi> operation got
under wa\ in earnest during the 1955-
56 season and was even taken up by
M'>| l\. which i- stripping / Married
Joan on the network from 5:00 to
5:30 p.m. on weekdays. The larger
syndicators with big backlogs are par-
ticularly active in this kind of selling
i CHS Film, Official Films and MCA-
T\ Syndication are among them) but
.-mailer operators are getting interested.
too. HarriScope, Inc., for example, is
readying halfdiour packages.
Clearances
Q. What's the current situation
with clearances?
A. The situation is the same as it
SPONSOR
GOES WEEKLY
2 NOVEMBER
WITH A 4-POINT
EDITORIAL PROMISE
1. essential reading
2. useful reading
3. fast reading
4. pleasant reading
A complete weekly wrap-up
in depth for very busy executives.
was a year ago. An advertiser with top
quality product can often manage to
get Class "A" clearances I see Tv Film
Basics). But clearing time is rough.
A sponsor survey of film distribu-
tors revealed the following: Nighttime
is as tight as ever, though there are
occasional instances of stations taking
a more independent stand in clearing
syndicated shows in network option
time. A few distributors said they
found the daytime clearance problem
a little easier. One distributor said
he found Eastern time zone stations
particularly hard to clear compared to
stations out West, presumably because
the Western stations, which run more
delayed broadcasts, find it easier to
slip in syndicated shows in network
option lime. But most distributors
didn't indicate one time zone was any
less of a problem than any other. Some
of the smaller syndicators reported the
clearance problem u;i- worse than ever,
which is evidence of the keener com-
petitive situation. Though clearances
are still a mighty problem, the healthv
rise in film distribution sales is proof
that the barriers can be breached.
Q. What's the outlook for clear-
ances?
A. For the immediate future some
relief is in sight in the wake of the
FCC's de-intermixture proposals of 26
June. If finally approved, 17 markets
would be affected. 15 of which would
become all-vhf or all-uhf. In the all-
uhf category the de-intermixture pro-
posals affect Springfield. 111.. Hartford,
Peoria, Madison, Evansville, Elmira
and Fresno. All seven would have three
u's, except for Springfield, which
would have two, and Fresno, which
would have four. As for the vhf group,
there is St. Louis, Providence, Nor-
folk, Mobile, Charleston, Duluth-Su-
perior, Miami and Santa Barbara. All
will have three v's, except St. Louis
and Miami, which will have four and
Santa Barbara, which will have two.
Two markets not completely de-inter-
mixed are New Orleans and the Al-
bany area.
One important group of syndicators,
Official Films, Screen Gems, TPA, Ziv,
who have banded together under the
name Association of Television Film
Distributors, has urged the FCC's Net-
work Stud) Committee to recommend
a cutback in network option time dur-
ing peak viewing hours, meaning night.
\- for the burning option time ques-
tion, the FCC is not expected to make
86
FALL FACTS BASICS
OVER HALF OF THE SPENDABLE INCOME IN INDIANA
is in the
hands of
people served
by
WFBM-TV
WFBM-TV INDIANAPOLIS
Represented Nofionoi/y by the Katz Agency
Affiliated with WFBM-Radio; WOOD AM 4 TV,
Grand Rapids; WFDF, Flint; WTCN, WTCN-TV,
Minneapolis, St. Paul.
JULY 1956
87
FILM (Continued)
any decisions on network operations
until next year.
Q. What special efforts are film
distributors making to clear time?
A. Though time clearance is tech-
nically an agency job, actually syndica-
tes -houlder a good part of the bur-
den. In the first place, it is in their
interest to do so since a spot tv pro-
gram sale ultimate!) depends on clear-
ances. In the second place, syndica-
tes are in a particularly good posi-
tion to clear time. Their district sales-
men are on the spot and know station
personnel intimately. Salesmen often
know the market intimately, too, and
are equipped to make recommendations
as to preferred time periods in each
market. Where top quality product is
concerned and stations seek the show.
the syndicator can come to the client
with a lineup partially pre-cleared.
The syndicator's clearance ability
still falls far short of the networks',
who, despite their own clearance prob-
lems, are armed with network option
con tracts and find clearances a com-
parative breeze. Because of this, the
concept of film networks complete with
option time have often occupied dis-
tributors" thoughts. This yar. two de-
velopments brought the dream of film
networks closer to fruition.
The first development was the sale
of Blondie u> Wesson Oil b) the Yita-
pix Corp. -Hal Roach Studios combine.
The series, a S3 million time-and-talent
package, was pre-cleared in 65 cities
where Vitapix station-stockholders are
located, plus other markets. Vitapix
claims this as the first instance where
a national spot program was cleared in
"A" time before being offered for sale.
The second development was the an-
nouncement of a film network by Ely-
Landau, NTA president, before the
Senate Commerce Committee. Landau
offered few details but sponsor learned
at Fall Facts presstime from other in-
dustry sources that NTA has about 50
"affiliates" signed up. These affiliates
reported!) have set aside one-and-a-
half hours a week of "option time" for
NTA to sell to national advertisers. In
return the NTA affiliates have the dis-
tributor's library as a free program
source.
This is a step beyond the Vitapix
operation and, if successful, will un-
doubtedly lead to more of the same.
\\ hether these film networks will be
operated by individual distributors or
groups of distributors remains a big
question in the film industry.
Merchandising
Q. How important is merchan-
dising and promotion in the film
syndication business?
A. It is as important as it ever was,
which means very. It is a fact that
the promotion-merchandising l,)(le is
often more exhaustively mined in s\ n-
dication than on the network level.
In syndication's early days, mer-
chandising was often a case of a dis-
trihutoi try in» to sell as many window
streamers, premiums, mailing pieces,
etc., as he could. Nowadays, the ap-
proach is more sophisticated and more
thoroughly thought out. In other
words, it is tailored more to the ad-
vertiser's needs rather than considered
a device for making extra money for
the syndicator.
BUY BOJH RADIO and TV WITH
YOUR TV BUDGET ALONE!
In the Twin City market you can buy solid television "IMPACT" on
WTCN-TV . . . AND because of the favorable WTCN-TV rates you have plenty of budget
left over to buy "FREQUENCY" on WTCN Radio! S-T-R-E-T-C-H your
media dollar to include both radio and television in this $4,000,000,000.00 market!
WTCN Radio and WTCN-TV combine to give you a massive
audience at a low cost-per-thousand! Let your Katz representative prove
to you that WTCN Radio and WTCN-TV are your best buys!
WTCN Radio! WTCN-TV
1280 kilocycles 5,000 watts j (fycUUtelXl 316,000 watts
Minneapolis-St. Paul
The Station of the Stars" ABC Network
Affiliated with WFDF, Flint; WOOD AM
and TV, Grand Rapids; WFBM AM and
TV, Indianapolis.
ret
'
88
FALL FACTS BASICS
FILM (Continued)
Q. What are advertisers doing
these days in the way of merchan-
dising and promotion?
A. Nothing different than they've
done before hut they're doing it better.
Walt Scanlon, head of merchandising
for CBS TV Film Sales, lists eight basic
promotion and merchandising devices:
(1) personal appearances, (2) store
displays. (3) direct mail, (4) station
program promotion. (5) newspapers,
(6) magazines. l7i radio, (8) motion
picture theater advertising.
Ziv has added another dimension to
its audience promotion by developing
a program of making the advertiser's
employees more conscious of his syn-
dicated show. This is a step-by-step
operation involving pre-screening for
executives of the sponsoring firm, ex-
ecutive meetings, factory announce-
ments, mailings to employees, display
cards in offices, urging the employee to
talk up the show among his friends.
Personal appearances are still one
of the most potent devices to promote
a show and sell a product. While in
the syndicated show field they are often
primarily for the benefit of the moppets,
it has been found that adults, too, are
grist for the PA mill. ABC Film Syn-
dication, for example, found that the
recent tour of Irish McCalla (Sheena,
Queen of the Jungle) generated a great
deal of interest among adults. In At-
lanta, for example, Sheena was invited
to appear on eight radio programs with
mainlv adult audiences and three tv
women's and homemaker shows. In
St. Petersburg she appeared on a radio
show devoted solely to retired oldsters.
One of the biggest promotions re-
volving around a syndicated show was
the recent "Search for Susie the Secre-
tary," run by WCAU-TV, Philadelphia,
which bought TPA's Susie (reruns of
Priate Secretary) for early-evening
stripping. The promotion involved tie-
ups with Gimbel's, which gave in-store,
window and newspaper plugs in return
for air credit, and American Airlines.
The station bought space in 15 area
newspapers and Tv Guide and sent
three-color brochures to personnel di-
rectors of 2,300 companies. During
the nine-week run of the promotion the
station devoted 15'; of its on-the-air
promotion to the show. The winner was
chosen by public ballots— 20.000 of
them, to be exact.
ACCURACY
l^=r
— in film processing, in film printing, is highly
important.
In a film laboratory, accuracy is vital in a surprising
number of things.
Accuracy in engineering, in chemistry, in optics,
in mechanics, in electronics, in operations, in
teamwork.
All these things work together to your advantage
— to reproduce, accurately, everything that went
into your production.
This goes for sound, for color, for all that a good
film needs to put over its message in TV, or any-
where else.
m
and hear
PRECI
SIOHI
FILM LABORATORIES. INC.
21 WEST 46TH STREET, NEW YORK 36. N V
* DIVISION OF J. a. MAURCR. IMC.
In everything, there Is one best ... In film processing. It's Precision
JULY 1956
89
FILM Continued:
Color
Q. Is color expected to be a fac-
tor in syndication in the near fu-
ture?
A. Ii i- a factor now, though a small
one. \-iilr from Xi\. which has shot
most of it~ recent footage in color.
there arc a few scattered series around
which an advertiser interested in color
can buy.
There has been talk ol a culm
"break-through" during the L956-57
son but buyers of syndicated film
are not acting as it it's definite. Xi\
reports that 15 stations have used it-
shows in color. \ recent color buj
was that of KRON-TV, San Francisco.
which will air 26 Long John Silvei
episodes (costume dramas are a nat-
ural for colon, distributed by CBS
Film Sales. S< reencraft's Judge Roy-
Bean was sold not too long ago in two
markets lor color ail ing.
Q. Will color be much more ex-
pensive than black-and-white?
A. Once the color set circulation bar-
rier is hurdled there is no doubt but
thai the cost of color film will be the
No. I problem. S\ ndicators expect,
liowever, that premium prices now
paid for color will be cut down when
color film is turned Out on a mass pro-
duction basis.
In the KRON-TN bu\ cited above,
the station paid a 40% bonus charge
for Long John Silver above the black-
and-white | nice. Broadcast Informa-
tion Bureau reports that free public re-
lation- film sent to stations cost about
10' < more in color. One distributor
told sponsor the charge would be
about ,'->()' I . Another source said some
stations have been paying 25°r more
plus SI 70 for each half-hour color
print. With color reruns, the print
cost can add up since the soft color
emulsion now used may keep reruns
down to one or two.
One of the syndicators most experi-
enced in the use of color. John Sinn,
president of Ziv Tv. explains the cost
problem : "Converting a 39-episode
telefilm series, even if you ve shot your
original negative on color slock, to
color release prints involves a huge
investment. At present prices, the con-
version cost for such a half-hour series
can be as high as $1.5 million with no
overnight e\pectan<\ for reco\erv. So.
how fast the syndication industry
changes to color depends on how much
money syndicators can find to meet
their costs, once the number of color-
equipped stations and color-equipped
homes make the move practicable."
Sinn points out that while release
prints are much cheaper than the first
color print, the latter adds up to a
considerable expense — about $4,000
for each episode, and there are 39 in
each series.
Q. Will advertisers buy syndi-
cated color film?
A. There is little question but that
the advertising fraternity is excited
about color tv and. so far, costs have
not dampened their enthusiasm. Ziv's
John Sinn reports:
"\\V\e discussed this I cost I prob-
lem with leading agency and client exe-
cutives. Not surprisingly, we find that
man) are willing to pay the extra costs
for color s\ndication because of the
extra results and added impact which
color has already demonstrated it pos-
sesses in television. We. therefore, feel
the Fort Wayne Market is
and
■n
ratings
fiflgc itLwr'
©»W
is Fort Wayne's
Station !
The top 25 once-a-week shows are on WKJG-TV.
The top 15 multi-weekly shows are on WKJG-TV.
The top 20 spot-film shows are on WKJG-TV.
26 live news shows are seen each week on WKJG-TV.
15 live weather shows are seen each week on WKJG-TV.
11 live sport news shows are seen each week on WKJG-TV.
Fort Wayne's only TV farm director and Fort Wayne's
favorite disk jockey are seen on WKJG-TV.
For the most entertaining and highest rated
spot film shows, the Fort Wayne Area
tunes to WKJG-TV.
FOR FALL AVAILABILITIES, CALL THE NEAREST RAYMER OFFICE.
♦ ARB, Feb. 8-14, 1956.
channel
33
FORT WAYNE, INDIANA
90
FALL FACTS BASICS
FILM (Continued)
that crnssin" the hridjie from black-
and-white to full-color syndication ma\
not be as difficult and lengthy as some
have predicted."
Still an unknown factor in the syn-
dicated color programing picture is
color tape. Tape is held up as poten-
tially less costlv than film hut the dif-
ferential is a matter of guess-work at
present. There is also the problem ol
using electronic tv cameras for out-
door films.
Film commercials
Q. What's the trend in film com-
mercial cost?
A. Taking into consideration costs
added through new union require-
ments, film producers in New York
generally agree commercials done this
fall will cost the advertiser 15/4 more
than last year. The advertiser can ex-
pect to pay anywhere from $350 to
$1,200 for a live-action I.D. Animated
I.D.'s are tough to bring in under $500
cZnfezfiZLizi, Una.
"Finest in film"
7600 Broadway
New York 79, N. Y.
Circle 7-2264
TV ADVERTISERS:
You are not covering
South Bend-
Indiana's 2nd market-
unless you are using
WSBT-TV!
Please don't take our word for it.
Check the viewer reports on the South
Bend Market either A. R. B. or Pulse.
They all show that WSBT-TV com-
pletely dominates the South Bend
market. The latest A.R.R. report
(February, 1956) tells the same story. It
shows that WSBT-TV carries the top 13
shows and 23 of the top 25! It also reveals
that more viewers watch WSBT-TV during
the prime daily viewing hours of 6:30 p.m.
to 10:30 p.m. than watch all other stations
combined !
Chicago stations are included in the A.R.R.
report. They reach only a handful of
viewers. It all boils down to the fact that
you just don't get television coverage in
South Bend, Indiana without WSBT-TV!
This is Indiana's 2nd market in population,
income, sales — and one of the Nation's rich-
est. Get the whole story. Write for free
market data book.
TAIL II. RAYMKK CO., INC.. NATIONAL MEMtESENTATIVfiS
WSBT
TV
CBS... A CBS BASIC OPTIONAl STATION
SOUTH
BEND,
IND.
CHANNEL
34
JULY 1956
91
FILM (Continued)
or even $600 per. unle-- they're lift?
from the opening or closing of a one-
niinute or longer commercial. (These
price ranges are a general trend guide
only. Costs can go much higher, de-
pending of the effect desired.)
The longer the commercial, the hard-
er it is to pin down a cost range, since
components of the commercial tend to
varj more; and larger commercials use
more techniques in combination. How-
ever, producers peg a 20-second live-
action film commercial at $400 up to
$1,500. Here again the trend toward
lifting 20 seconds out of a minute com-
mercial maintains, particularly for net-
work tv clients who generallj order a
package consisting of minutes, 20's and
[.D.'s
Animated minutes are still costliest.
ranging from $1,500 for limited ani-
mation to $10,000 or more.
The cost of live-action minute films
hinges principally upon talent costs,
which are sel by producers' contrail
with the Screen Actors' Guild. Under
the terms of the SAG contract wih the
Film Producers Association of New
York and Hollywood I in effect from
2 March 1955 through 1 March 1958).
reuse payments accrue to the talent
used in a live-action film commercial
depending upon the way the advertiser
uses the commercial. Provisions for
reuse payments for commercials used
in network shows hinge upon the time
period the show is in and the frequen-
< v with which the commercial is shown
in 13- and 26-week cycles. There are
also provisions for reuse payments if
the commercial is to be shown on a
spot basis, also depending upon the
time in which it's slotted, the size and
number of the markets. (For SAG
scale see chart on pages 78-79.)
Since reuse payments first became
effective under SAG's 1953 conract, ad-
vertisers have limited the number of
"feature players" (costliest of SAG
categories) that they use in a particu-
lar commercial. There's been a de-
cline in dramatic skits requiring several
people, because talent costs would be-
come prohibitive with reuse payments
accruing to four or five or more per-
sons. Some advertisers have by-passed
peak reuse payments b\ turning to
table-top photography, showing only
hands holding the product and there-
by moving the person holding and sell-
ing the product into a lower-pay cate-
gory.
Q. What's the trend in length?
A. The overwhelming trend is to-
ward more and more 20's. However,
in a survey of top film commercial
producers, SPONSOR found it difficult to
pin down proportions since 20's are,
as previously stated, so often lifts from
minute films.
But a rough percentage breakdown
of commercials made this year would
look like tlii-: ID'; are minute com-
mercials or longer (including 90-sec-
ond and two-minute films for network
sponsors) ; 45% are 20's, including
lifts from minute films; 15% are
I.D.'s.
Compared with last year, 20's and
I.D.'s have definitely taken a spurt for-
ward. Among I.I), orders, the most
popular are the 8-second I.D.'s. rather
than the costlier 10-second shared
I.D.'s which require the client to put
in station call letters.
Because minute commercials are
tougher to clear on a spot basis this
year than in the past, 20's have grown
in popularity. They're up from rough-
look what's
switched to
A
General
Electric
Fully
Equipped
Station
WJ M R -TV
CHANNEL 20
New Orleans
America's Top Rated Shows
90% of CBS-TV shows ... 7 out of the top 10 are
now seen on WJMR-TV! Plus ABC, too!
Bigger Share of Audience
In the last 90 days WJMR-TV'S share of audience
has more than doubled!
* More and More Advertisers
Choice availabilities and practical rates give WJMR-TV
advertisers the best economical coverage of the
i New Orleans metropolitan market!
NOW S THE TIME to switch to WJMR-TV
ONE MILLION WATTS
NAT. REP.: THE BOLLING COMPANY— NEW YORK * SOU. REP.: CLARKE BROWN COMPANY— DALLAS
92
FALL FACTS BASICS
.
FILM (Continued)
ly 30% of last year's film output to
about 45%. With the increase in long
network programing, there's also a no-
ti< cable rise in 90-second and two-
minute commercials.
A relatively new commercial length,
still not sufficiently used to qualify as
a trend, is the 60-second commercial
split into 15- and 45-second segments
for two or more different products
made by the same client. General I j
these are made for network clients
who try to amortize the cost of a net-
work show by squeezing several prod-
uct mentions into one commercial and
who then split the commercial into
15's and 45's for spot placement, add-
ing retailer tags.
What Makes Columbus A Market?
Q. What techniques in film com-
mercials will predominate in tall
7956?
A. Essentially, the proportion be-
tween animated and live-action com-
mercials this year will be the same as
last. There will, however, be a spurt
in commercials combining the two
techniques, particularly in show com-
mercials or minutes. In this year of
hard-sell and tougher competition,
many clients are using cartoon or en-
tertainment openings for their com-
mercials to pave the way for harder
sell, live-action demonstrations.
Stop-motion is suffering a slight de-
cline compared with last year. Film
producers attribute this decline to sev-
eral factors: (1) as tv audiences have
become more sophisticated, sheer tech-
nique of production no longer grips
their attention; (2) stop-motion doesn't
fit in with the entertainment mood of
many of today's commercials.
Several creative innovations, begun
in spring 1956, will become more ap-
parent as the fall season starts. The
outstanding one is a trend toward car-
toon features, with humorous story-
lines and twist endings.
Another major creative trend is to-
ward more frequent and more diversi-
fied use of music in commercials. More
original scores are being written for
commercials and used as background
musir to underscore copy points just
the way feature film background music
points up dramatic highlights. Also,
larger bands are being used in more
complicated orchestral ions, <ince mu-
sicians are not subject to reuse pa) -
ments at the present time.
For greater coverage . . . it's WBNS-TV . . . number 1
Station in the Columbus market ... a market offering great
effective buying income from "plus" population segments
such as Lockbourne Air Force Base, Strategic Air Command, and
many progressive industries and neighboring farm communities.
Statistics on Lockbourne Air Force Base show:
a. Millions of dollars spent in Columbus each year
for Base construction, food, supplies and sundries.
b. Personnel of 6,436 . . . with a high percentage
living off the base, in homes of their own.
c. Monthly payroll averaging approximately 2
million dollars.
Due to its high percentage of tune-in . . . WBNS-TV's
commercials vitally affect the purchasing selections of this
group, as well as the total WBNS-TV coverage
area.
Lockbourne Air Force Base is important
to Columbus . . . and WBNS-TV is important
to you in reaching this "Plus" market.
Photograph courtesy of
Lockbourne Air Force
Base, Strategic Air Com-
mand.depicting a RR-47 Jet
Bomber being refueled by
tanker aircraft, both Lock-
bourne-based . . . a familiar
sight in mid-Ohio skies.
Number 2 in "Columbus Market" Series.
WBNS
WBNS-TV
COVERAGE FACTS
TOTAL POPULATION
1,872,900
TOTAL FAMILIES
556,000
TOTAL TV HOMES
500,400
^45.2% average
tune-in in this 3
station market,
sfcl 4 out of 1 5 Top
once-a-week
shows.
*9 out of 10 Top
multi - weekly
shows.
(Source Columbus
Telepulse May 1956)
REPRESENTED BY BLAIR 7T
channel 10 • columbus, ohio
CBS-TV Network . . . Affiliated with Columbus D nerd Salt I Office: 33 N Hi,e,b St.
JULY 1956
93
FILM (Continued)
Q. Will new union demands
affect film prices this fall?
A. The most important negotiation
underway at sponsor's presstime is
the new cameramen s contract between
[ATSE Local 0 1 1 and the New "i ork
Film Producers' Association. It 's dil-
ficult to estimate the effecl of this
contract, once ii i- signed, since there
are hidden cosl boosts in il in the
form of changed working conditions.
I "i example, the film producers
have agreed to a 200-hour rather than
275-hour quota of work over a five-
week period before overtime sets in.
This particular demand could ailed
ist of a series of commercials
more than the changes in basic scale,
since commercials are usuall) ordered
in packages ol minute-. 20's and I.D.s
b) clients who want them done within
a minimal time period.
In terms ol basic wage scale, the
union is asking sl20 daily for first
cameramen instead of $100; $100 in-
stead oi $75 dail) for second camera-
men: $50 instead of $36.20 dail) for
assistant cameramen; $75 instead of
$50 dail) for >till cameramen. Nego-
tiations were in the final stages at
presstime.
'Idle basic wage scale demands.
though steep, are not likel) to affect
majoi film commercial campaigns for
fall, since most producers pa) over-
scale in order to get top cameramen.
Werage over-scale pa) for a first cam-
eraman toda) ranges between $150
and $200 a day. Hut. of course, il
-calc pa) wen- |<> be $120, it'- likely
that the top cameramen would drive
for higher pa) in their personal nego-
tiations with indi\ idual producers.
I he I \ I SE ( iartoonists union signed
a new contract on I June which is
likc|\ to boost the cost of animated
commercials some 10'; immediateh .
'I he new contract pro ides foi a In,
raise fur cartoonists, and since labor
i- ovei 00' ; of the cost of animated
commen ials the effect on cost will
show up righl away.
\ third new contract, negotiated in
Januar) 1956 but retroactive to 12
11 bei 1955, i- with I VTSE Local
TO!!, the Make-1 p Vrtists and II. n,
St) lists union. I nder it- term-. Ii in
dressers got an increase from $30
to 8 >1 a day, and their working day
on commercials went to 7:30 a.m.
rathei than 5:30 a.m.. a- il did pre\ i
ously. Since the normal shooting da)
•-tail- around 8:30 a.m.. tin- change
in working conditions requiring over-
time pay is another hidden cost factor.
Still another contract, signed on 1
June, hut retroactive to March 10.10
is the one with the Film Editors Local
771 of IATSE. This contract provides
for a 7'. wage increase during the
first year. .''■' , dm ing the second.
All told, the new union requirements
are expected to boost commercial pro-
duction costs h\ no less than 10' I
and no more than \r>' < on the aver-
age over last year.
Q. How much work is being
done in color?
A. Industry sources sav between 20
and 30%. This represents a fairl)
sizable increase over last year, both in
proportion to all commercials being
-hot and parlicularlv in volume, since
film business is up over last year.
The increase in animated cartoon
commercials seem- to have contributed
to more filming in color, since the cost
differential in black and white versus
color cartoon commercials is slimmer
than in live action. Big network t\
advertisers are shooting more of their
work in color than before, not onlv
for use in color spectaculars, but also
with an eve to the future.
Q. What percentage does color
add to the cost of commercials?
A. The an-wei here varies not onlv
b) technique hut from one commer-
cial to the other. On the average, col-
or adds most to the cost of making
live-action commercials. Here the in-
crease tend- to be between 25 and
■ '>'.'>' , . One of the basic differences i-
in the amount of film exposed, but
there are such additional hidden.
under-the-line cosl factors as longer
working hours to adjust lighting and
make-up. With live talent, a directoi
max find he has to shoot eight times
to get the propei coloration. Whereas
in animation, the control is on the
cartoonists board.
( onsequenllv . color tends to add no
more than 10 to 20^3 to the cosl <>l
making an animated commercial.
The usual cosl for color -lock in all
processes is 20 cents a foot. Most fre-
ipienllv used processes for big commer-
cial jobs are 35 nun. Technicolor and
I astman. Industrial or sale- films not
intended for Iv are usuallv made on
10 nun. Eastman Kodachrome.
Q. Are clients spending a reason-
able proportion of their ad budget
on production of commercials?
A. Agencies tend to agree with film
producers that the percentage of the
l\ budget clients spend on the actual
'"sell" is disproportionately low. A re-
cent survey of the tv industry revealed
that clients spend between 3' - and V !
ol their tv budget on the commercials.
"It's not unusual for an advertiser
to bankroll a film show at $100,000
pei half-hour in time and talent."' one
agency radio-tv v. p. told sponsor,
" \nd then complain because lies asked
to spend $10,000 for the three minutes
he's got to sell in."
In the past year there have been in-
creasing dis< ussions in agenc) circles
on the correct proportion to go into
the sales message. A figure of 10' , ol
the tv budget has been held up recent-
ly as a goal for the next year.
Q. How can a client get the most
out of his film commercials?
A. Here arc tips from film producer-
interviewed by sponsor:
1. Don't duller your commercial
with too runny techniques. This ten
dencv toward excessivclv elaborate
Stor) boards and mixture- of techniques
may reach a point of diminishing re-
turns this year. The danger is that the
viewers will become so fascinated with
the techniques, they" miss the sale-
points.
2. Build your sales story around no
more than luo main points. xou can't
throw 500 ideas or concepts at a view-
er without ((infusing him. It's better
to dramati/e one or two product claims
and explore them thoroughly, than to
condense a volume into a minute.
.'I. Illou the agency and film pro-
ducer ample time for production. The
less pressure for time you put on the
producer, the more creative tou< he-
hell be able to develop and add to the
commercial. Six week- i- still prettv
much a minimum time requirement for
am minute commercial.
1. firing the producer in at I fie
rough storyboard stage, where his
knowledge can still influence the de-
velopment of the commercial. The
Closer he can work with copywriters
and agenc) producers in the early
planning stages, the more likely is he
to be able to make money-saving sug-
gestions and add improvements to the
commercial.
94
FALL FACTS BASICS
Yes, the Memphis Market is
billions big, with over
two billion dollars in
effective buying income. It's
the tenth wholesale market in the
nation, the Cotton Capital of
the world, and the shopping
center for 431,428 television home viewers* in the
Mid-South territory.
In a word, it's a market of big importance to you.
And WMCT can best sell this big market for you.
In every sense of the word, WMCT is Memphis'
first television station. A 41 county survey, (con-
ducted by American Research Bureau in February,
1956) proves conclusively that most people prefer
WMCT in Memphis and the Mid-South.
Dominate this great market with Memphis' domi-
nant TV station, WMCT.
* According to latest distributors' figures, Junel, 1956
BIG ANY WAY YOU
LOOK AT IT!
Population: 1,837,800
Households: 497,190
Consumer Spendable
Income: $2,070,551,000
Consumer Spendable
Income Per Family: $4,164
Retail Sales: $1,495,402,000
Food Sales: $342,092,000
Drug Sales: $38,659,000
General Merchandise
Sales: $170,936,000
Home Furnishing Sales: $69,319,000
Automotive Sales: $355,186,000
Gross Farm Income: $695,086,000
(Source: SRDS Estimate of
Consumer Markets, June, 1956)
WMCT
MEMPHIS
5
WMC—WMCF— WMCT— Memphis' first TV station
100,000 WATTS — NBC BASIC
National Representatives
Blair TV
I
Owned and operated by
THE COMMERCIAL APPEAL
JULY 1956
95
DO YOU HAVE
P. O. S. T. S
*
IN THE NATION'S 9th LARGEST MARKET?
film m m
^r %# ■ ■#■% W In • • •
YOU CAN SELL THEM MORE EFFECTIVELY WITH
KSD-TV
The St. Louis Post-Dispatch Television Station
UNLOM Watts on \ III Channel >
NBC NETWORK * u NBC SPOT SALES
96 FALL FACTS BASICS
HERE'S WHAT'S BEING OFFERED BY FILM DISTRIBUTORS
Jf he listing below is a cross-section ol syndicated series,
shorts, cartoons and Feature film packages "I various de-
scriptions which were available to both sponsors and ~ta-
tions as of the earl) part of June I <)."><>.
Though it is nol complete, practical!) all the importanl
series and packages arc included. I'roducl from about In
film distributors is represented here. \ll of the recently-
released feature film packages, up to and including the
20th-Centurj group of -">2. is represented in tliis list.
\side from providing a quick run-down of film producl
the list should be helpful t<> advertisers and stations par-
ticularly interested in how main individual episode- ol a
series or how many individual features in a package can he
bought for purposes of continuous advertising or pro-
graming. However, the listing does not -how new product
in preparation or whether a film distributor is continuing
i" -I I new episodes [01 a series alread) released. Foi
advertisers md stations interested in this information, the
best source is the distributoi himself.
The listing i- purposel) broken down bj progran
gories foi buyers interested in particulai types of pro-
graming and thus gives a rough idea of the kind- of pro-
graming most in demand.
\- will be evident From perusing the li-i there is a big
varietj "I program types available to the client or station
interested in film. <M course, not all ol it i- available as
first runs bul film reruns are just as important a pari ol
the film distribution business as first runs, and numerous
rating -Indies have testified to the effectiveness ol reruns.
The amount ol film producl is continually growing and
hv the time this listing appear- there will no doubt be
additional films available, particular!) in features.
PROGRAM
SYNDICATOR
LENGTH AVAILABLE
ADVENTURE
Adventure Album
Interstate Tv
15
linn.
26
Adventures of China S
mith
NTA
.10
niin.
'<
Adv. of China Smith (new!
\ 1 V
:io
min.
26
Adventures of the Fal<
on
NB< lv Films
10
niin.
39
Adventures of Kit Carson
Vl( A Tv
to
nun.
Kil
Adventures of Noah B
eery )r.
1 ouis Weiss
15
min.
15
Adv of Scarlet Pimpcrncll
Official
(0
mill.
18
Armchair Adventure
Sterling
15
min.
19
Biff Baker. U.S.A.
VI ( V Tv
10
min.
104
Big Came Hunt
1 om Corradine
;n
min.
26
Capt. Callant. Foreign
Leg.
1 PA
10
nun
39
Captured
NBC 1 i Films
10
min.
Cases of Eddie Drake
(lis I x Film
10
i
13
Combat Sergeant
\ 1 V
30
min.
13
Cross Current
Official
JO
min.
39
Crunch and Des
Mil Ml ilms
10
min.
19
Dangerous Assignment
NB< 1 v 1 ilms
to
min.
19
Dateline Europe
Official
30
min.
78
Here Comes Tobor
Guild
30
nun
39
His Honor. Homer Bell
\H< 1 \ 1 ilms
30
min.
19
1 Search for Adventure
Geo. Bagnall
30
min.
52
1 Spy
Guild
10
min.
ig
let Jackson
S< mcii ( lems
•.II
min.
39
joe Palooka
Guild
10
i
16
jungle Adventure
Stei ling
\.l
l nil
,,ii
lungle |im
Si 11 I 11 < .1 111-
10
nun
!6
King's Crossroads
si< i ling
30
mill.
• in
Long |ohn Silver
CBS 1 x 1 ilm
10
nun
26
Overseas Adventure
Official
10
nun
ig
Paragon Playhouse
NB< 1 v Films
10
mm
Passport to Danger
Vl« 1 ilin Syndii ation
10
nun
19
Queen of the Jungle
1 akeside
.'II
mm.
12
Ramar of the )unglc
I PA
10
nun.
52
Shecna, Queen of the |
unglc
VK< 1 ilm s\ miIm ,ii ion
:io
mill.
-
Soldiers of Fortune
Vl( V li
:io
mill
26
Talcs of Tomorrow
St< i ling
30
min.
26
Terry and the Pirates
Official
:io
mill.
IS
Three Musketeers
VIK Film Syndii ation
10
nun
26
Waterfront
MCA Tv
10
mill.
78
ANIMAL
Animal Kingdom
Animal Library
Canine Comments
The Chimps
Zoo Scries
1 rans-Lux
\.n nil
38
1 akeside
\.n nil
75
I inn- V\ eiss
1". nun
13
1 mil- U t I--
15 nun
IS
McGraw-Hill
t.n ii rj
10
CAPSULE STORIES
Opera and Ballet
Video Digest
CARTOONS
Cartoon Library
Crusader Rabbit
Looncy Tunes
Oswald the Rabbit
Paramount Library
Popeye
Streamlined Fairy Talcs
Superman Cartoons
Telecomics
Terrytoons
Warner Looney Tunes
DETECTIVE
Badge 714
City Detective
Code 3
Col. March. Scotland Yard
Craig Kennedy Criminologist
Dick Tracy
Fabian of Scotland Yard
Federal Men
Follow That Man
Front Page Detective
Highway Patrol
Lone Wolf
Man Behind the Badge
Mr District Attorney
Police Call
Racket Squad
San Francisco Beat
DOCUMENTARY
Behind the Scenes
Beyond the Yukon
Mighty Fortress
Movie Museum
Of All Things
Open for Business
This World of Ours
SYNDICATOR
LENGTH AVAILABLE
id<
I l i ii- I n\
1 "i mm.
\.n iril
Official
ll.int S i In... 1 1
(.niltl
\ I \
N I V
V-... Vhi-i-
ll.ii i\ S i in. an
I lamingo
Flamingo
(IIS I v I 1 1 til
\--.ll Vltl-I-
13
21
\.n ml
". min
195
varied
mi
varied
179
\.ll K.I
175
15 nun.
13
1 . mm.
In
1 > mm
165
v. 1
i ...
t.u n .1
Mil 1 v 1 ilms
to
mm.
126
Vl< \ 1 v
mm
65
Vlic l ilm Sv min ation
10
nun.
Offii i.il
;n
min
I ouis Weiss
30
min.
Combined
mm.
(11- 1 v 1 ilm
i
VIC V It
30
nun.
19
Vlt V It
nun.
Geo. Bagnall
in
mm
19
/it l t
30
min.
.'■
Vl( \ It
30
mill
;.,
Vl( V It
30
mill
/it 1 1
;u
min
N 1 V
'.ii
min.
\ ill I ilm s' nd ii ation
mm
(Us It 1 ,1m
nun.
1 i in- 1 u\
t ,ii it'll
18
II cop*
1 5 min.
[ntcrstali I t
■nil
1
Stei 1 1 itk:
1 • min
160
1 .ik. -..I.
1 ■ nun.
1 i,ii>- 1 u\
vai
Sti i ling
1 "• nun
Listing continues page 101
JULY 1956
97
Eif
1H
■■1
BY LLOYD C. DOUGLAS
ffffl
3Ig«h*-
9fl
&*
■
111
tB<
,fgg IT
*48S?#*
*^e
^
*■'•
By demand from 10,000,000 enthralled
39 ALL
OGRAMS
based on the best-selling book that has
become TV's best-selling film series
RATINGS
Just what you'd expect for a Lloyd C. Douglas series —
fantastic! Show is "Number 1" of all syndicated series in
the U.S.* four straight months] Also Number 1 month after
sensational month in Chicago, Atlanta, Minneapolis-St. Paul,
St. Louis, Denver, Milwaukee, Omaha, San Antonio. "Top
Ten" everywhere! Latest ARB's and Videodex: Chicago 35.4,
Denver 38.6, Milwaukee 38.0, St. Louis 31 .4, Omaha 37.5,
Pittsburgh 42.8, Albany-Troy 42.1, Boise 45.2, Miami 43.0,
Roanoke 31.3, Detroit 21.8, Mobile 36.9, Pueblo 46.2,
Minneapolis 19.8, Duluth 35.0, Houston 27.4, Oklahoma
City 32.7, Albuquerque 33.3, San Antonio 29.8, Cleveland
19.8. Have you ever seen better?
"Videodex 274-morket survey — Feb., March, April, May 1956
RENEWALS
90% already in! Renewed for another full year by Wilson &
Company in 29 cities, and by Bowman Biscuit Company in
17 cities. Renewed by Sears Roebuck for 78 weeks, by
Meister Brau for 52 weeks, by Kraft Foods, Sun Drug Com-
pany, Idaho First National Bank, Pate Oil Company, Stewart's
Bakeries, Delchamps Modern Food Stores. Sure indications,
every one of them, that "Dr. Hudson's Secret Journal" is
your greatest salesman too!
78 half-hour films now available
write . . .
wire . . .
"phone . . .
Ill
AMERICA S NO. 1 DISTHIBUTOR OF TEIEVISION
PROGRAMS
produced by
Eugene Solow
and Brewster Morgan
they buy
BIG
in Detroit
. . . and the WWJ stations
are your
s
\
X
X
\
\
\
\
Detroit
area
sales are
UP 41%
since 1948
\
\
/
/
/
/
/
/ SOURCE
y U. S. Census
/ ol Business.
y 1954 and 1918
RETAIL SALES
IN THE DETROIT
STANDARD METROPOLITAN AREA
GROUP
1954
1948 %
Chonge \
Food Group
978,844,000
626,307,000
56
Eating, Drinking Places
327,044,000
245,614,000
33
General Merchandise
510,944,000
435,666,000
17
\
\
\
Apparel, Accessories
270,739,000
241,663,000
12
Furniture, Home Furnishings,
Appliances
206,877,000
132,361,000
56
I
Automotive Group
877,056,000
615,090,000
43
I
Gasoline Service Stations
260,718,000
146,880,000
78
1
/
/
Lbr., Bldg. Matls., Hdwe.,
Farm Equip.
237,230,000
174,089,000
36
Drug, Proprietary Stores
173,970,000
128,709,000
35
Other Retail Stores
234,164,000
201,487,000
16
Nonstore Retailers
106,788,000
25,204,000
324
TOTAL
4,184,374,000
2,973,070,000
41
Serving over 1,700,000 radio
and television
homes, the WWJ stati
ons can tell
your sales mes-
sage to most of Mich
igan's big s
pending buyers.
100
WWJ
AM and FM
RADIO
WWJ -TV
NBC AFFILIATES
FIRST IN MICHIGAN • Owned and Operated by THE DETROIT NEWS
National Representatives. PETERS, GRIFFIN, WOODWARD, INC.
FALL FACTS BASICS
V FILMS, FEATURE PACKAGES OFFERED BY SYNDICATORS
NO.
NO.
OGRAM
SYNDICATOR
LENGTH
AVAILABLE
PROGRAM
SYNDICATOR
LENGTH
AVAILABLE
OCUMENTARY (Continued)
FEATURES
:tory at Sea
NBC Tv Films
30
min.
26
American Features
Atlas Tv
varied
lat's Your Line?
Trans-Lux
varied
27
Anniversary Package
VBC Film Syndication
varied
icrc in the World
Lakeside
r>
min.
104
Bagnall Features
Geo. Bagnall
varied
-1
lere Were You?
Interstate Tv
30
min.
26
Beverly
The Big 12
Budget Package
Bulldog Drummond
Cardinal Features
NTA
Governor Tv
Lakeside
Governor Tv
N 1 \
varied
varied
60 min.
varied
varied
8
IS
39
8
7
KAMA
Champion Package
Comedy Theatre
East Side Kids
Atlantic Tv
Governor Tv
( ."virnor Tv
varied
varied
varied
10
li>
9
1 Star Theatre
Screen Gems
30
min.
156
Edward Small Features
TPA
30 min.
27
nerican Legend
Official
30
min.
39
English Features
Alias Tv
varied
13
nerican With Humor
Sterling
30
min.
13
Fabulous Forty
\ 1 \
varied
46
e Bible
Lakeside
15
min.
26
Family Package
Post Pictures
varied
IS
lebrity Playhouse
Screen Gems
30
min.
39
Feature Package
si h ( ncraft
varied
58
larles Laughton
Sterling
15
min.
26
Features
Interstate Tv and
varied
56
infidential File
Guild
30
mill.
39
loin Corradine
nrad Nagel Theatre
Guild
30
min.
26
Featurettes
Tele- Pictures
30 min.
IS
iunt of Monte Cristo
TPA
30
min.
39
50 Major Features
Major Tv
varied
50
mnterpoint
Interstate Tv
30
min.
26
Film Vision
Specialty Tv and
\aried
48
jrtain Call
MCA Tv
30
min.
39
1 on) Corradine
anion Runyon Theatre
Screen Gems
30
in i n .
39*
Film Vision Westerns
Specialty Tv
varied
36
lemma
Harry S. Goodman
15
min.
13
Flamingo Features
Flamingo
varied
26
r. Christian
Ziv Tv
30
min.
39
Flamingo 100
Flamingo
varied
100
r. Hudson's Secret Journal
MCA Tv
30
min.
78
Flamingo Westerns
Flamingo
60 min.
97
oug. Fairbanks jr. Presents
ABC Film Syndication
30
min.
117
Fortune Features
Fortune and
varied
70
(hel Barrymore
Interstate Tv
30
nun.
13
Tom Corradine
imous Playhouse
MCA Tv
30
min.
250
CSC Features
NTA
varied
3
lvontc Story
Ziv Tv
30
min.
78
Covcrnor Features
Tom Corradine
varied
46
lamingo Theatre
Flamingo
30
min.
29
Creat Crusade
\ 1 \
60 rain.
8
eadline
MCA Tv
30
min.
91
Hal Roach Features
\ 1 \
varied
IS
eart of the City
MCA Tv
30
min.
91
Hollywood Movie Parade
s. iccn Gems
varied
104
erald Playhouse
ABC Film Syndication
30
min.
117
Hollywood Parade
\ssoc. Artists
varied
191
ollywood Half Hour
Geo. Bagnall
30
min.
38
Impact
\ 1 A
60 min.
IS
ollywood Off Beat
MCA Tv
30
min.
13
International Package
Atlas Tv
varied
39
nternational Playhouse
NTA
30
min.
26
Korda Features
Combined
varied
14
nvitation Playhouse
Sterling
15
min.
26
Lash LaRue
Sterling
15 min.
39
ittlc Theatre
Sterling
15
min.
52
Laurel and Hardy
Governor Tv
varied
10
logic Vault
Lakeside
30
min.
104
MPTV Library
Guild
50 min.
600
dayor of the Town
MCA Tv
30
min.
39
Major Tv Features
Tom Corradine
varied
46
)n Stage With Monty Woolley
Dynamic
15
min.
13
Million Dollar Package
Atlantic Tv
varied
45
Irient Express
NTA
30
min.
26
Movieland
Assoc. Artists
varied
68
)ut of the Past
Lakeside
30
min.
39
Movietimc USA
C&C Tv
varied
742
he Passerby
NTA
15
min.
26
P. C. Features
NTA
varied
23
'lay of the Week
NTA
30
min.
26
PSI
NTA
varied
40
he Playhouse
ABC Film Syndication
30
min.
52
Schedule "C"
Tele-Pictures
varied
137
'layhouse 15
MCA Tv
15
min.
78
Special Seven
Tele- Pictures
varied
7
'ride of the Family
MCA Tv
30
min.
40
Specialty Tv Films
Specialty Tv and
varied
13
lay Milland Show
MCA Tv
30
min.
76
I'om Corradine
<oyal Playhouse
Interstate Tv
30
min.
26
Sterling Features
Sterling
varied
18
Scene With A Star
Geo. Bagnall
15
min.
13
Suspense Package
Governor Tv
varied
8
Stage 7
TPA
30
min.
39
TNT
\ 1 \
varied
S5
• tar and the Story
Official
30
min.
39
Topper series
Governor Tv
varied
4
Star Performance
Official
30
min.
153
20th Century Fox Films
\ I \
varied
52
rop Plays of 1956
Screen Gems
30
min.
39
Western Frontier Package
Sterling
60 min.
11
Under the Sun
CBS Tv Film
30
min.
26
Western Package
Atlas Tv
varied
52
The Visitor
NBC TV
30
min.
44
Western Package
\llas Tv
30 min.
52
Your Family Theatre
Atlas Tv
30
min.
40
Western Package
Western Thrillers
Warner Croup
Westerns
Scrcencraft
Governor Tv
Assoc. ArtisU
\"(>c. Artists
varied
varied
varied
60 min.
38
10
754
M
EDUCATIONAL
Westerns
Westerns
Westerns
Geo. Bagnall
Interstate Tv
\ 1 \
varied
varied
varied
12
83
31
American Heritage
Coronet
varied
13
Career Planning
Coronet
varied
13
Classroom of the Air
Trans-Lux
varied
36
Creative Arts
Trans-Lux
varied
28
Dating, Marriage, Family
Coronet
varied
13
Democracy at Work
Coroni't
varied
13
HEALTH
Profile
Trans-Lux
Coronet
varied
vai led
39
13
Cetting Along Socially
How Others Live
Coronet
varied
13
Health and Happiness Club
\ 1 \
'• nun.
105
John Kiernan's Kaleidiscope
ABC Film Syndication
15
min.
104
Here is to Health
I rans-1 iix
varied
18
Our America
Trans-Lux
va
ried
46
M.D.
\ 1 \
"> min
39
Personality Development
Coronet
varic
13
Watch the World
NBC Tv Films
15
min
26
Medicine Marches On
Trans I us
varied
20
World of Yesterday
Coronet
varied
13
Your Health and Safety
met
varied
13
JULY 1956
101
TV FILMS, FEATURE PACKAGES OFFERED BY SYNDICATORS
HOLIDAYS
Abe Lincoln
Christmas Package
Election Fever
Holiday
Judy in Easterland
Little Story Shop
INTERVIEW
Candid Camera
Candid Camera
Hollywood to Broadway
Lilli Palmer Show
On the Spot
Spotlite on Hollywood
KIDDIES' SHOWS
SYNDICATOR
LENGTH AVAILABLE
Atlas Tv
15 min.
1
Atlas Iv
varied
4
\ll.(S I V
1") min.
1
Trans-Lux
varied
11
Alias Tv
15 min.
1
Louis Weiss
1 "> min.
5
Assoc. Artists
15 min.
Km
Assoc. Artists
SO min.
89
Atlas h
1") min.
13
\r.( l\ Films
1 ~i min.
26
Lakeside
15 min.
;;ii
Geo. Bagnall
15 min.
13
I Am the Law
I Led Three Lives
Inner Sanctum
Into the Night
Little Show
Man Called "X"
Public Defender
Public Prosecutor
The Whistler
SYNDICATOR
NO
LENGTH AVAI
LABLI
1 PA
30
min.
32
Ziv Tv
30
min.
39
CBS i v Film
30
min.
39
Sterling
30
min.
26
Ziv Tv
30
min.
117
NBC Tv Films
30
min.
39
Sterling
15
min.
18
Sterling
15
min.
32
Ziv Tv
30
m i n .
39
Interstate 1 i
30
min.
69
Sterling
15
min.
26
CBS Tv Film
30
min.
39
MUSICAL (Continued)
— 1;
Tele-Musicals
Harriscope
3
min.
160
This is Hawaii
Geo. Bagnall
30
min.
13
This is Your Music
Official
30
min.
26
Town and Country Time
RCA Rec.
Prog.
Svcs.
15
min.
52 1
Town and Country Time
RCA Rec.
Prog.
Svcs.
30
min.
26
Vienna Philharmonic
Sterling
15
min.
MYSTERY
Adventures of Ellcry Queen
1 PA
30
min.
32
Boston Blackie
Ziv Tv
30
min.
S9 i
Files of Jeffrey (ones
CBS Tv I
ilm
30
min.
39 5
Adventures of Blinkey
Animal Adventures, Child.
Animal Crackers
Betsy and the Magic Key
Children Love Animals
Children of Many Lands
Children's Stories
Christie Comedies
Cyclone Malone
Fearless Fosdick
Hans Christian Andersen
johnny Jupiter
Jump Jump of Holiday House
Junior Crossroads
Let's Draw
Papa Bear Newsrecl
Playland Films
Popcorn Theater
Ray Forrest Show
Stories for Children
MAGIC
Blackstonc the Magician
Fun With Felix
Is This Magic?
MUSICAL
Adventures in Music
The Ballet
Concert Hall
Eddie Arnold Time
Famous Guests
Florian Zabach
Foy Wiling and the Riders
Frankic Lainc Show
Frankic Lainc Show
Cuy Lombardo
Hoiday in Paris
Hucspedcs Famosos
Liberacc
Music of the Masters
Notes and Nonsense
Patti Page Show
Showtime
Stars of Grand Ole Opry
Interstate l \
Coronet
Sterling
Sterling
Trans -Lux
Trans-Lux
Trans-Lux
ll.ii i isc ope
II. ins S Goodman
Sterling
Interstate Tv
Assoc. Artists
llai is s. Goodman
Sterling
Geo. Bagnall
i Governor Tv
Sterling
Guild
Sterling
Coronet
Harris! ope
Lakeside
Alias I v
1 :") min.
-'l.
vai icd
13
\ai icil
i,(i
1 5 ill i 11 .
39
varied
:i(i
varied
18
varied
22
1 5 min.
104
15 min.
65
30 min.
13
1 5 min.
26
30 min.
39
15 mm.
65
15 min.
175
15 min.
52
15 min.
26
varied
60
i'ii min.
39
30 min.
26
Vai led
13
NATURE, OUTDOORS
15 min.
104
15 min.
13
', nun
13
Adventure is My Job
Nature in Action
Wild Life in Action
R< \ Rec. Prog. Svcs.
NfWS
Lakeside
Coronet
Lakeside
World Around Us
Adventures in News
CBS Newsfilm
Telenews Daily
Telenews Weekly
NOVELTY
Novelties on Parade
Unk and Andy ABC Art Adven.
QUIZ
Cavalcade Tv
Cavalcade Tv
Lucky Number Calling
P^ntomime Quiz
View the Clue
RELIGIOUS
Walt Schwimmer
NTA
Medallion
15 mill.
3
varied
13
15 min.
15 min.
26
Sterling
15
min.
13
CBS Tv Film
15
min.
5-a-v.
Internat'l News Svc.
12
min.
dail
Internal! News Svc.
15
min.
week
III mill.
15 mm
30 min.
30 min.
1 "i nun.
13
26
( avail aele I v
7-10 min.
in
Sterling
15
min.
1",
Hand to Heaven
NTA
30 min.
13
Sterling
15
m i n .
39
Hymnalogues
Post Pictures
3 min.
34
Walt Schwimmer
30
26
It Can Happen to You
Ceo. Bagnall
SO min.
IS
Cavali aele 1 \
;n
min.
13
Layman's Call to Prayer
NTA
5 min.
58
Guild
■in
min.
39
Man's Heritage
NTA
10 min.
13
R i \ I'e e . Prog. Svcs.
15
min.
Reading the Bible
Lakeside
15 min.
13
Cuild
15
min.
39
Symphonies in Stone
Post Pictures
10 min.
13
Guild
30
inin.
S9
MCA Iv
30
mill.
78
( BS 1 \ 1 ilm
30
min.
13
Cavali aile l s
SO
:iu
m i n .
min.
13
i 13
SCIENCE
Cuild
N i \
r.
mill.
13
Adventure of Science
1 i. ins Lux
varied
34
Alias 1 v
15
mill.
13
March of Science
1 i .ins Lux
\ai ied
44
S( Kill ( .( Mi
l.
mill.
78
Popular Science
Interstate Tv
15 min.
78
Studio
min
39
Science in Action
Coronet
varied
13
1 lamingo
30
mill.
19
Science in Action
TPA
30 min.
52
102
FALL FACTS BASICS
TWO OF
DETROIT'
We have the story in capsule form that will take but minutes of
your time and mean much to your sales picture! Would you like
to hear it? Tfovze, %fc££ <rt <%&££> /ptatzar/
GUARDIAN BLDG. • DETROIT 26, MICH.
l.C. Campaou
Pr 4i idtnr
ADAM J. YOUNG, INC.
National Representative
JULY 1956
103
TV FILMS, FEATURE PACKAGES OFFERED BY SYNDICATORS
SYNDICATOR
SCIENCE FICTION
Captain Z-Ro
Sci .-nee Fiction Theatre
To > *«cret
SHORTS
Atlas Tv and
Tom Corradine
Ziv Tv
Flamingo
Charley Chase
Christmas Package
Lafftime Theatre
Laurel and Hardy
Music Hall Varieties
Musical Moods
Scallwags
Short Subject Library
Songbook of the Screen
Special Attractions
Studio Transcriptions Library
Travel
Warner Short Subjects
SITUATION COMEDY
< .mi i nor Tv
Post Pictures
Governor Tv
( Governor Tv
Official
Governor Tv
Geo. Bagnall
\ I \
Post Pictures
Governor Tv
Studio
Lakeside
Assoi Artists
SPORTS
Adventures in Sports
All Cirl Wrestling
Beat the Experts
Big Playback
Bill Corum Sports Show
Bowling Time
Championship Bowling
Double Play: Baseball Greats
Double Play: Sports Croats
Cadabout Caddis
Crantland Rice
Indianapolis Race Highlights
Jalopy Races from Hollywood
Legion Boxing
Main Event Wrestling
Ringside With the Rasslers
Sam Sncad Show
Speed Classics
Speed Classics
Sports
Sports on Parade
Sports Skills
Tv Baseball Hall of Fame
This Week in Sports
104
NO.
AVAILABLE
30 min.
26
30 min. 39 plus
15 min. 26
varied
53
3 min.
'.
varied
150
varied
52
varied
1,000
varied
18
varied
68
varied
1,000
.ipproN
3 min.
5
varied
3
varied
1,100
varied
400
varied
1,400
Amos V Andy
CBS Tv Film
3n
min.
7*
Bert and Elmer
Harry S. Goodman
13
min.
13
Bculah Show
Flamingo
Ilo
min.
7*
Corliss Archer
Ziv Tv
'111
min.
39
The Coldbergs
Guild
III
min.
39
Halls of Ivy
TPA
".II
min.
30
1 Married Joan
Interstate lv
'III
min.
98
Killiam Show
Sterling
15
min.
26
Life of Riley
NBC Tv Films
SO
min.
1 13
Life With Elizabeth
Guild
MO
min.
65
Life With Father
CBS Tv Film
30
min.
26
Little Rascals
Interstate Tv
varied
93
Mickey Rooney Show
Tom Corradine
30
min.
33
My Hero
Official
in
min.
S3
My Little Margie
Offii ial
SO
min.
126
Ruggles
lorn Corradine
30
m i n .
91
So This is Hollywood
Han iscope
Mil
min.
-'l
Trouble With Father
Offii ial
30
min.
ISO
Willy
Official
'in
min.
Sg
Sti limn
15
min.
26 *
Harriscope
SO
min.
2ti
Sterling
3
min.
54
Sc Kill (.< III-.
13
min.
52
NTA
1:3
min.
26
Stei ling
60
min.
l 1
Walt Schwimmer
1.0
min.
7s
Cavali ade 1 \
15
min.
26
Cavali .id< i \
13
min.
13
Stei Iiok
13
min.
26
Atlas 1 v
15
m i n .
1"
Han iscope
SO
min.
2
II. ii rise ope
SO
min.
L'o
Harrisi ope
SO
min.
20
Mai riscope
■10
nun.
(.co. Bagnall
1.0
nun.
52
Rl \ Rec. 1'iog. Svcs.
.5
min.
■io
Dynamii
13
min.
13
H\ ll.lllll.
30
min.
ii
1 rans-Lux
\.n ied
i i
Sterling
13
min.
75
( • hi .ii. i
varied
13
Flamingo
15
min.
78
ll .Ill NcWS S\c
13
min.
weekly
PROGRAM
SYNDICATOR
LENGTH AVAILABL
TRAVEL
Holiday
Life in the U.S.A.
World at Large
VARIETY
NTA
Trans-Lux
Trans-Lux
30 min.
13
varied
26
varied
50
Eddie Cantor
Thrill of Your Life
Walts Workshop
WESTERN
Ziv Tv
30 mm. 39
Louis Weiss
30 min. 13
Sterling
13 min. 39
Adventures of Champion
Annie Oakley
Brave Eagle
Buffalo Bill, jr.
Buster Crabbe
CBS lv Film
CBS Tv Film
CBS Tv Film
CBS Tv Film
Governor Tv and
Tom Corradine
Dramatic readings:
James Mason Show
Hobby:
Find A Hobby
Inspirational:
Design for Living
Oddities:
Oddities Beyond
Panel:
Reporters' Roundup
Space:
Rocky Jones. Space Ranger
luctlon
\ I \
\ I \
\ I \
I .ikcMcIc
1 lamingo
MCA Tv
30 min.
30 min.
30 min.
30 nun.
30 min.
2'
32
15 min. 26
I 3 mm. 26
5 min. 39
10 min. 26
30 min.
SO min. 39
Cisco Kid
Ziv Tv
30
min.
193
Cowboy C-Men
Flamingo
30
min.
39 i
Cene Autry Show
CBS Tv Film
30
min.
91
Hopalong Cassidy
NBC Tv Films
30
min.
26
Hopalong Cassidy
NBC Tv Films
60
min.
54
Judge Roy Bean
Screencraft and
Tom Corradine
30
min.
39
Range Rider
CBS Tv Film
30
min.
78
Steve Donovan West'n Marshal
NBC Tv Films
30
min.
39
Tales of the Texas Rangers
Screen Gems
30
min.
26
WOMFN'S
Adventures in Sewing
lakeside
30
min.
1?
Bringing Up Your Baby
Trans lux
varied
15
For the Ladies
Sterling
15
min.
"i
Home Management
Coronet
varied
13
Household Hints
Sterling
3
min.
65
It's Baby Time
Walt Schwimmer
15
min.
52
It's Fun to Reduce
Geo. Bagnall
15
min.
i:
Sew Easy
Medallion
15
min.
26
MISCELLANEOUS
Comedy:
Henry Morgan Show
Lakeside
15
min.
13
Do-it-yourself:
Here's How
Trans-Lux
varied
43
FALL FACTS BASICS
Names that
Go Together
IN TV
SPONSOR
AGENCY
PRODUCER
Aluminum Company of America
Fuller and Smith and Ross
Wilding
Libby-Owens-Ford Glass Co.
Fuller and Smith and Ross
Wilding
The Studebaker Corporation
Benton & Bowles, Inc.
Wilding
Post Cereals
Benton & Bowles, Inc.
Wilding
The Goodyear Tire & Rubber Co.
Young and Rubicam, Inc.
Wilding
Lincoln-Mercury
Young and Rubicam, Inc.
Wilding
Standard Oil Company (Indiana)
D'Arcy Advertising Company
Wilding
Anheuser-Busch, Inc.
D'Arcy Advertising Company
Wilding
The Ohio Oil Company
N. W. Ayer & Son, Inc.
Wilding
Atlantic Refining Co.
N. W. Ayer & Son, Inc.
Wilding
Mars Incorporated
Leo Burnett Company, Inc.
Wilding
Chas. Pfizer & Co., Inc.
Leo Burnett Company, Inc.
Wilding
Kellogg Company
Leo Burnett Company, Inc.
Wilding
The Pure Oil Company
Leo Burnett Company, Inc.
Wilding
Marlboro Cigarettes
Leo Burnett Company, Inc.
Wilding
The Maytag Company
Leo Burnett Company, Inc.
Wilding
Pabst Brewing Company
Leo Burnett Company, Inc.
Wilding
The Toni Co.
Leo Burnett Company, Inc.
Wilding
Ford Motor Company
J. Walter Thompson Company
Wilding
The Pharma-Craft Corporation
J. Walter Thompson Company
Wilding
Aluminum Company of America
Ketchum, MacLeod & Grove, Inc.
Wilding
Dominion Rubber Company
MacLaren Advertising Co., Ltd.
Wilding
Lion Oil Company
Ridgway Advertising Company
Wilding
United States Steel Corporation
B. B. D. & 0., Inc.
Wilding
General Electric Company
B. B. D. & 0 , Inc.
Wilding
Greyhound Corporation
Beaumont & Hohman, Inc.
Wilding
Swift & Company
McCann-Erickson, Inc.
Wilding
Chrysler Corporation
Grant Advertising, Inc.
Wilding
Dodge Brothers Corp.
Grant Advertising, Inc.
Wilding
Hudson Motor Car
Brooke, Smith, French & Dorrance
Wilding
WILDING PICTURE PRODUCTIONS, INC.
CHICAGO NEW YORK DETROIT HOLLYWOOD
PITTSBURGH CLEVELAND CINCINNATI
ST. LOUIS
JULY 1956
105
THE TYPES OF ADVERTISERS BUYING SYNDICATED FILM
M here has been a distinct trend over
the pas! feu \ears toward an increas-
ing percentage of syndicated film sales
being sold to advertisers direct!) b)
film distributors rather than indirectly
through stations.
To find out what kinds of shows
various types of advertisers buy. spon-
sor checked a number of the impor-
tant film distributors. The listing be-
low is a breakdown of more than 40
programs according to the type of ad-
vertiser who purchased the show.
In most cases, the percentage figures
for client categories is a breakdown of
client sales only. That is. all client
sales (as opposed to all sales, includ-
ing stations) are considered as 100%.
Sales are not weighed by the amount
of money each client spent but by the
number of clients. In one case, how-
ever, that of Screen Gems, total sales,
including those to stations, are con-
sidered 100%, and the percentage fig-
ure following the word "participation"
refers to advertisers sold by the sta-
tions themselves.
The listing also includes some of the
important multi-market sponsors for a
show. This, too, works as a weighing
factor. In the percentage breakdown
a client who boueht one market is con-
sidered just as important as an adver-
tiser who bought 20. However, break-
ing out the multi-market buys indicates
how widespread sponsorship is bv cer-
tain categories of clients.
In using this chart, advertisers
should beware of making hasty gen-
eralizations based on one show alone.
The fact that one show may have a
high proportion of drug clients is not
necessarily an indication that it will
work well for all drug clients. Con-
versely, the fact that a show has no
drug clients doesn't mean it can't do a
job for that type of client. Where a
show is bought overwhelmingly by one
type of client, however (note the popu-
larity of NBC Film's Crunch and Des
among breweries), there must be
something in it. In addition, it may
safely be said that where one category
of show is popular for certain prod-
ucts, that type of client must be find-
ing it an effective sales builder. Note
that adventure shows are widely spon-
sored by dairies. Four shows in the
adventure category have a relatively
high proportion of dairy sponsors.
The reader will notice that certain
categories of clients pop up consistent-
ly in the material below. One explana-
tion of this i> that certain kinds of
businesses are, by chance of econom-
ics, regional in scope. They, there-
fore, will be commonly found sponsor-
ing syndicated shows rather than net-
work shows.
The trend toward a greater propor-
tion of client sales by film distributors
i- highlighted by some figures from
Ziv. Taking the six shows listed be-
low, Ziv found that, on the average,
52% of the markets these shows were
sold in were sold directly to clients.
This is 20% higher than last year
when the figure was 13%. Ziv also
disclosed that the six shows were sold
in an average of 184 markets (up 17%
from last year), were bought by an
average of five multi-market sponsors
who aired the show in an average of 14
markets.
In deciding whether a show w ill fit
his selling plans it is not enough, of
course, for an advertiser to check on
what other advertisers are buying.
Knowledge of actual sales results, rat-
ings, audience composition, merchan-
dising possibilities, price, listening
habits in the markets desired, the clear-
ance situation — all these things must
be considered before making a deci-
sion. However, the material below will
serve as a starter.
; ■:■;:; :
Listing shows (1) % of sale to stations direct; (2) sales to clients by categories: (3) multi-market sales
ADVENTURE
Adventures of Rin Tin Tin, Screen Gems: 73.5% station sales
Dairy, 30%; meat, 12%; bakeries, 8%; soft drinks, 4%; auto
dealers, 2%; furniture, 2%; participations, 32%
Multi-market sponsors: Holsum Bread, 3 markets; Double Cola,
2 market-
Crunch and Des, NBC TV Films: 38 station sales
Breweries, 61%; food stores, 8.5%; auto dealers, 6%
Multi -market sponsors: Lucky Lager, 36 markets; Stroh Beer, 19
markets; Jax Beer, 8 markets; Begal Beer, 6 markets; Jacob
Schmidt Beer, 4 markets; 1GA Stores, 3 markets
/ Spy, Guild: 51% sold to stations
Pood, 33$ ; home furnishings, appliances, 29%; beer, 11% (repre-
sents sales directly to sponsors)
Jet Jackson, Screen Gems: 84.8% of sales to stations
Dairy, 9.4%; bread companies, 3.1%; soft drinks, 3.1%; tv station,
3.1%; participations, 81.3%
Jungle Jim, Screen Gems: 78.3% sales to stations
Soli drink bottlers, 13.5%; dairies 8.1%; bakeries, 2.7%; beer,
:\7%; participations, M.9%
Multi-market sponsors: Coca-Cola Bottlers, 5 markets; Gallen-
kamp Shoe-, 2 markets
Long John Silver, CBS T\ film: 84% station sales
Dairies, 33.3$ ; food, 33.3%; bicycles, 6.3%; broadcasting, 6.3%;
' soft drink-, 6.3%
Passport to Danger, ABC Film Synd.: 22% of sales to stations
Auto dealers, 35%; food, 17%; beer, wine, 13%; supermarkets,
')'',; building materials, 4%; department stores, 4%; furniture,
1' .' : gasoline, 4%; toiletries, 4%; utilities, 4%
Shcena, Queen of the Jungle, ABC Film Synd.: 29% station sales
Dairies, 50%; food, 2Q%; auto (trailers), 10%; bakeries, 10%;
meal packi rs, 10%
Three Musketeers, ABC Film Synd.: 73% of sales to stations
Beer, 20$ : beverages, 20%; drug products, 20%; drug stores,
20%; food, 20%
DETECTIVE
Code Three, ABC film Synd.: no sales to stations
Appliances, 20%; beer, 20%; food, 20$> ; gasoline, 20%; wines,
20%
Fabian of Scotland Yard, CBS TV Film: 58% station sales
Beer, 28.5%; appliances, 14.3% ; baking, 14.3%; drug, 14.3%;
1 1. I I..;', : gas, lt.3%
Highway Patrol, Ziv: 37% station sales
I I, 31$ ; breweries, 25%; retailers, 20%; oil, 8%; auto dealers,
7%; banks, utilities, 5%
Multi-market sponsor-: Ballantine, 21 markets; I'feiffer Brewing,
II- markets; Krogei Store-, II markets; Lion Oil, 10 markets;
Morning Milk, 8 market-; Snn-hine Biscuit, 6 markets
106
FALL FACTS BASICS
How to really make friends
and influence sales . . .
for as low as
A9C
OTD
1
' i\
^
^1
ousaiKci
HERE'S A GREAT MARKET
Market Data
Set Count
Families
Retail Sales
Coverage
511,310
593,200
$3,361,973,000 (Sales Management)
26 Ohio Counties, 10 Indiana Counties
WE'VE CAPTURED* THE MARKET
High Ratings
ARB, Pulse and Nielsen — an average of all three — gives WHIO-TV a rating
of 9 or better out of the first 10 shows for February, March, April and May.
YOURS— AT A LOW, LOW COST PER THOUSAND
Low Cost per Thousand (examples)
Little Rascals (participating) with a 21.6 rating* delivers for 42c per thousand
per spot. Four nights at 6 P. M.
Roy Rogers Ranch, from 5 to 6 P. M. Saturday with a 23.9 rating* delivers
the full hour show for $1.69 per thousand.
National Representative, George P. Hollingbery
*A11 ratings are an average of Pulse, ARB and Nielsen.
CHANNEL
DAYTON, OHIO
whio-tv
I
One of America's
great area stations
JULY 1956
107
TYPES OF ADVERTISERS BUYING SYNDICATED FILM (Continued)
Mr. District Attorney, Zi\ : 53% station sales
Retailers, 28%; food, 25%; breweries, 11%; drugs, 8%; tobacco,
6%; autos, 5%; banks, utilities, 5%; oil, 3%
Multi-market sponsors: Carter Products, 43 markets; General
Cigar, 8 markets; Hanim's Brewing, 7 markets; Fuller Paints, 4
markets
Racket Squad, ABC Film Synd.: 24% total sales to stations
Auto, 217c; beer, wine, 15%; food, 117"; sewing machines. 8%;
furniture, 6%; gasoline, 6%; appliances, 3%; bakeries, 3%; de-
partment stores, 3%; dog food, 3%; housewares, 3%; optical, 3%;
railroad, 3%; real estate, 3%; retailers, 3%; supermarkets, 3%;
toiletries, 3%
San Francisco Beat, CBS TV Film: 65% station sales
Auto, 20%; beer, 20%; food, 20%; appliances, 11.4%; soap,
111, ; baking, 5.7%; furniture, 5.7%; soft drinks, 5.7%
DRAMA
Celebrity Playhouse, Screen Gems: 33.3% sales to stations
19.6%; banks, 5.2%; oil, 5.2%; department stores, 2.6%;
lumber, 2.6%; milk, 1.7%; super markets, 1.7%; participations,
17.4%
Multi-market sponsors: Falstatf Brewing, 16 mai * aiulard
Oil of Texas. (> markets: Blatz Beer, 4 markets; First Federal Sav-
ings, 2 markets; Sego Milk, 2 markets; South Carolina Electric
and Gas, 2 markets
Confidential File, Guild: 66% of sales to stations
Oil, 32%; auto dealers, 19%; home furnishings, appliances, etc..
(represents sales directly to sponsors)
Count of Monte Cristo, TPA: 20% markets sold to stations
Food, 10.5%; banks, financial, 9% ; utilities, 9%; bakeries, 8.7%;
autos, 7%; dairies, 7%; drugs, toiletries, 7%; home furnishings.
improvements, ~','< ; department and specialty stores, 6%; super-
markets, groceries, 3.5% ; tobacco, 3.5% ; breweries, 1.8% ; soft
drinks, 1.8%
Doug. Fairbanks Jr Presents, ABC Film Synd.: 9% station sales
Beer, 25%; auto, 12% : banks, 12%; furniture, 12%; meat packers,
12%; supermarkets, 12%; building supplies, 6%; department
stores, 6%; gasoline, 6%
The Playhouse, ABC Film Synd.: 60% total sales to stations
Auto dealers, accessories, 25%; drug products, stores, 17%; food,
17%; jewelry, 17%; insurance, 8%; moving, storage, 8%; musical
instrumnets, 8%
Stage 7, I l'\: 20% markets sold to stations
Food, supermarkets, 30%; petroleum, 12%; breweries, 10%; dair-
lianks, financial, 6%; furniture, home appliances, 2%
Top Plays of '56, Screen Gems: 87.9% of sales to stations
Watch companies, 10.8%; banks, 6.2%; bakeries, 3.1%; participa-
tions, 64.6%
Multi-market sponsors: Bulova Watch, 16 markets; Pan Dandy
Bn ill, 2 markets
Under the Sun, CBS TV Film: 33.3% station sales
Food, 50%; utilities, 50%
Your All Star Theatre, Screen Gems: station sales 67.7%
Jewelry, watches, 49.3%; beer, 3.2%; banks, 2.67o; auto dealers,
2.3%; metal products, 2.37o; utilities, 1.7%; furniture, 1.5%; oil,
1.5%; wine, 1.5%; participations, 13.1%
Multi-market sponsors: Bulova Watch, 166 markets; Gallo Wine,
8 market-: International Metal, 8 markets; Drewery's Ltd., 4 mar-
kets; Red Top Brewing, 4 markets; Stroll Brewery, 3 markets;
Gorhom Silver, 2 markets; Gulf States Utilities, 2 mark,t-
MYSTERY
I Led Three Lives, Ziv: 37% station sales
Oil, 35%; foods, 21%; retailers, 17'!: breweries, 15%; banks,
77o; autos, 37o
Multi-market sponsors: Phillips Petroleum, 16 markets; Nabisco,
ID markets; Pfeiffer Brewing, 7 markets
Man Called "X", Ziv: 58% Station -ales
Food, 29^5 ; breweries, 17'; ; retailers, 17$ : oil, 16$ ; auto dealers,
12%; banks, utilities, 6%
Miilti-ni. 11 k< 1 ponsoi itin,, (til, 1.', markets; Blatz Beer, , mat
kets; < iti' -■ 1 : Oil, 4 markets; Dawson's Me. t market
The Whistler, I BS T\ Film: 657> station sales
Auto. " ery, 14%; life insurance, 14%; beer, 8.6%; furni-
ture. 8.67c ; gas, 8.67©; soap, 8.67>; wine, 8.67o
Multi-market sponsors: Interstate Life Insurance, 5 markets
SITUATION COMEDY
Amos 'n Andy, CBS TV Film: 53% station sales
\uto. 34rr: appliance, 13.57o; dairies, 8%>; gas, 87c; grocery, 87o;
cehmical, 4.5%; machinery, 4.5%; mattresses, 4.5%; retail depart-
ment stores, 4.57o; soft drink, 4.5%; tires, 4.5%
Great Gildersleeve, NBC TV Films: 52 station sales
Food, 43%; within food classification food stores and product:-,
26%; bakeries, 10%; meat packers, 5%; dairies, 2%
Multi-market sponsors: Colonial Stores, 11 markets; Hekman Bis-
cuit, 9 markets; Kroger Stores, 15 markets
Lite With Father, CBS TV Film: 807> station sales
Auto, 20%; chemical, 20%; food, 20%; jewelry, 207o; restaurant.
20%,
Susie, TPA: 207c markets sold to stations
Breweries, 36% ; supermarkets, groceries, 13% ; appliances, hard-
ware. 87c; drugs, toiletries, 8%; jefelry, 87o; food, 8%
WESTERN
Annie Oakley, CBS TV Film: 207<j station sales
Baking, 24%; dairies, 247c; food, 15%; appliance, 7.57o; dog
food, 7.5%; drug, 7.5%; grocery, 7.5%; soft drink, 7.5%
Multi-market sponsors: Carnation Milk Co., 141 markets; Conti-
nental Baking Co., 73 markets
Buffalo Bill Jr., CBS TV Film: 507c station sales
Bakeries, 66% ; groceries, 34%
Multi-market sponsors: Brown Shoe Co. and Mars Candy repre-
sented in majority of markets
Cisco Kid, Ziv: 56% station sales
Food, 707o ; retailers, 267o
Multi-market sponsors: Interstate Bakeries, 68 markets; Mission
Macaroni, 11 markets; Arden Meadowgold, 4 markets; Farm Bu-
reau Insurance, I markets; Hygrade Packing, 4 markets; Maria
Milk and Cream, 4 markets
Gene Autry, CBS TV Film: 80% station sales
Dairies, 40%; baking, 20%; chewing gum, 20%; publishing, 20%
Range Rider, CBS TV Film: 597o station sales
Baking, 36.67c; dairies, 24.47o ; food, 177o; publishing, 14.67>;
auto, 7.47o
Steve Donovan Western Marshal, NBC TV Films: 63 station sis.
Bakeries, 21%; food and food products, 14%; candy, 9%
-Multi-market sponsors: Langendorf United Bakeries, 13 markets;
Brock Candy, 7 markets; Bavarian Beer, 4 markets; Quality Bak-
ers, 4 markets; Rice Sausage, 3 markets
Tales of the Texas Rangers, Screen Gems: 54.87c station sales
Dairies, 11.9%; appliances, 7.17o; banks, 7.17o; food, 4.87c; auto
. 2.4%; bakeries, 2.4%; drugs, 2.4%; jewelry, 2.4%; oil,
2.4%; participations, 57.1%
MISCELLANEOUS
Music
Liberace, Guild; 78% of sales to stations
Banks, loan a--ociations, etc., 53%; food, 29% (represents sales
directly to sponsors)
Science Fiction
Science Fiction Theatre, Ziv: 46% station sales
Food, 24%; retailers, 18%; breweries, 16%; drugs, 12%; hanks,
107o ; auto dealers, 97o; oil, 8%
Multi-market -|M>nsors: Olympia Brewing, 23 market-; F.merson
Drug, 20 markets; Conoco Oil, 6 markets
Sports
Big Playback, Screen •■enis: §8.3% sales to stations
Petroleum, I," l1, ; mattresses, 6.3%; tires, 4.2%; cigars, 3.2%;
auto dealers, 2.1%; beer, 2.1%; participations, 22.1%
Mulli -market sponsors: Ethel Compound, 45 markets; Armstrong
I ne Dealers, 7 markets; Nebane Mattress Co., 6 markets; GUP
Cigars I markets
108
FALL FACTS BASICS
^e *2'50 pLa
pay 50% less . . .
get 50% more !
In Philadelphia, when you buy
twelve 10- or 20-second an-
nouncements per week any-
where on the wrcv-tv schedule,
wrcv-tv's "12-50 plan" gives
you an immediate 50% discount
on all "B," "C" and "D"
time announcements!
WRCV-TV 'S NEW ' ' 12-50 DIVIDEND
plan ' ' gives you an extra bonus
of 50% — one station break in
JULY 1956
what a
combination
kind for every two purchased
between 9 a.m. and 5:59 p.m.,
Sunday through Saturday |
This money-saving combination
delivers over 5 million sales im-
pressions per week ... for as
little as 13tf per thousand ! Get
the details today, from . . .
YVRCV-TV-3
sold m |.nu<:I spot sails
ps
TELEVISION'S LEADERSHIP
STATION IN PHILADELPHIA
TED WALWORTH, JR.. Sales Manager
109
YOU MIGHT GET A 63 -LB. TAKE TROUT *-
BUT
THE MARCH ARB REPORT CREDITS WKZO-TV WITH
ALL 20 OF THE "TOP 20" PROGRAMS!
AMERICAN RESEARCH BUREAU
March, 1956 Report
CRAND RAPIDS KALAMAZOO
Number of Quarter Hours
With Higher Ratings
MONDAY THRU FRIDAY
8:00 a.m. to 6:00 p.m.
6:00 p.m. to 1 1:00 p.m.
WKZO-TV
136
87
Station B
61
13
SATURDAY & SUNDAY
10:00 a.m. to 1 1:00 p.m.
72
32
NOTE: Survey based on sampling in the following pro-
portions— Grand Rapids (44.7%), Kalamazoo
(19.7%), Battle Creek (18.2%), Muskegon-
Muskegon Heights (17.4%).
YOU NEED WKZO-TV
TO LAND SALES
IN WESTERN MICHIGAN!
March, 1956 ARB figures (left) show that WKZO-TV is the
favorite television station in Battle Creek and Muskegon, as
well as in Kalamazoo and Grand Rapids! It's the favorite
by better than 2-to-l for the week as a whole — by better
than 6-to-l at night!
WKZO-TV is the Official Basic CBS Television Outlet for
Kalamazoo-Grand Rapids and Greater Western Michigan.
Channel 3 — 100,000 watts. Serves one of America's top-20
TV markets — 599,060 television families in 29 Western
Michigan and Northern Indiana counties!
100,000 WATTS • CHANNEL 3 • 1000' TOWER
^TV^:>
WKZO-TV — GRAND RAPIDS KALAMAZOO
WKZO RADIO — KALAMAZOOBATTLE CREEK
WJEF RADIO — GRAND RAPIDS
WJEFFM — GRAND RAPIDSKALAMAZOO
KOLN TV — LINCOLN, NEBRASKA
Associated with
WMBD RADIO— PEORIA, ILLINOIS
Kalamazoo - Crand Rapids and Greater Western Michigan
Avery- Knodel, Inc., Exclusive National Representatives
'Hubert Hammert caught one this size in Lake Superior in May, 1952.
/
1956 FALL FACTS BASICS— SECTION
television
TV COVERS THREE-QUARTERS OF
U.S. HOMES. SATURATION IS STILL CLIMBING
Page Number
Q. Where has recent set growth been? 113
Q. How many uhf sets have been produced? 114
Q. How does tv viewing differ among families? 116
Q. How does tv viewing vary by seasons? 122
Q. How does summer affect program ratings? 126
Q. How does audience composition vary by regions? 130
Q. What type shows do audiences spend most time with? 134
Q. What industries invest most heavily in network tv? 139
Reprints trill be available at 30c each. Quantity prices on request.
Address Sponsor Sen-ices, Inc., 10 E. 49th St., ft'eu- York 17, N. V.
I. DIMENSIONS OF TELEVISION
1. How has tv saturation grown (1949-56)?
I
% U.S.
homes
with tv
Millions
of homes
Percent and number of homes owning tv
A. C. Nielsen Co. is source of data
below, which show- t\ ownership
during March each year. (Census data
for Feb. 1950 puts home ownership
at 35 million and 7395 saturation.)
25%
? °
1949
10%
4.2
1950
11.0
1951
47%
21,4
1952
1953
1954
1955
1956
2,
Where are the tv sets located?
County
Region Homes and saturation Size
Homes and saturation
1
1
1
1
Northeast 10,815,000 (85%) "A"
East Central 6,745,000 (82%)
West Central 6,557,000 (70%) "B"
South 6,109,000 (53%)
Pacific 4,874,000 (74%) "C&D"
14,915,000 (84%)
9,990,000 (77%)
10,195,000 (57%)
1
1
SOURCE: A. C. NIELSEN CO.. MARCH 1956
3.
What are the family characteristics of tv owners?
I
Percent of homes owning tv according to family
characteristics
Source of data is Market Research Total Family Income:
Education of Family Head:
i
I
i
Corp. of America, April 1956. Note TT „ ,
i . -i- i . i ii a* Upper fourth .><> .
thai tv families tend to be well ott, ^'^ p^^ g2
big, young and well-educated. Next Fourth 75
Lowest Fourth 56
Grade School 68%
High School 82
College 79
I
Size <>l Families: Age of Housewife
Presence of Children:
I
i
i
1 & 2 Members 67% Under 35 Years 81%
3 Members 78 35 thru 44 Years 79
1 \ 5 Member 84 45 Years & Over 68
6 Members & Over 74
5 Years & Under 80%
6-12 Years 82
13 - 20 Years 76
No Children 68
112
FALL FACTS BASICS
DIMENSIONS OF TELEVISION
4.
Where has recent set growth been?
Percent of families with tv sets
Regions
Apr. '55
July '55
Oct. '55
Jan. '56
Apr. '56
Northeast
84
85
85
86
88
South
50
54
56
61
63
North Central
70
70
12
77
77
Mountain & Southwest
46
52
54
60
60
Pacific
65
66
70
74
74
City Size
Farm
38
43
47
51
53
Under 2,500
53
56
57
63
64
2,500 to 50,000
50
53
56
62
62
50,000 to 500,000
74
75
77
80
80
500,000 and Over
87
87
88
89
89
SOURCE: MARKET RESEARCH CORP. OF AMERICA
5.
Where did last year's set shipments go?
r
State
1955
Television receivers shipped to dealers
1946-54 ■ State
Alabama
129,423
361,689
Arizona
39,014
123,925
Arkansas
83,882
179,862
California
621,811
3,129,919
Colorado
54,401
231.379
Connecticut
106,108
635,586
Delaware
17,425
108,845
Dist. of Columbia
64,459
351,174
Florida
257,677
554,183
Georgia
165,995
559,164
Idaho
32,861
70,295
Illinois
415,332
2,487,747
Indiana
202,427
1,029,462
Iowa
112,875
565,117
Kansas
95,875
310,223
Kentucky
123,589
427,405
Louisiana
153,767
391,164
Maine
51,646
176,297
Maryland
101,677
631,803
Massachusetts
209,843
1,448,063
Michigan
311,032
1,682,313
Minnesota
128,170
573,162
Mississippi
70,718
146,951
Missouri
197,310
918,661
Montana
23,357
39,396
Nebraska
68,091
278,876
SOURCE: RETMA. RELATIONSHIP BETWEEN 1955 M
JULY 1956
1955
1946-54
Nevada
9,620
20,660
New Hampshire
27,706
120.842
New Jersey
230,692
1,664.853
New Mexico
24,466
66,768
New York
678.187
4,754,300
North Carolina
193,982
555,087
North Dakota
29,233
56,736
Ohio
395,395
2,592,978
Oklahoma
105,754
412,549
Oregon
89,198
218,476
Pennsylvania
483,391
3,112,857
Rhode Island
36,442
229.881
South Carolina
98.820
225,468
South Dakota
30,875
49,153
Tennessee
150,060
461,774
Texas
400,640
1,366,244
Utah
28,982
156,224
Vermont
23, 070
52,622
Virginia
138,334
556,496
Washing! mi
124.845
492.7_"»
West Virginia
82,967
297.7 3 1
Wisconsin
168,040
724,469
Wyoming
7,786
15.211
Territories
Alaska
7,490
5,496
Hawaii
1 7.238
55,55 1
113
JL TELEVISION SET PRODUCTION
1. What's been the rate of tv set production since 1946?
Millions
of sets
1955 marked high spot of production so far
ft
7
7.757
A
7,464
7,216
7,347
6,096
5
5,385
3,000
2,188
f
1,845
6 179
n — i i i i ,
975
1946 1947 1948 1949 1950 1951 1952 1953 1954 1955 1st quarter 1st quarter
1955 1956
SOURCE: RETMA. FIGURES WITHIN BARS ARE IN THOUSANDS
2.
How many uhf sets have been produced?
1953 1,459,000
1954 1,383,000
SOURCE: RETMA. FIGURES INCLUDE FACTOR Y-EQU I PPED UHF SETS ONLY
1955 1,182,000
3
■ What tube sizes have been most popular among tv set owners?
YEAR
15" and
under
luauuiaciur
16" thru
18"
ers sales ot
19" thru
21"
picture tub
22" thru
25"
es by sere
26" and
over
1 1948
1,145,583
9,123
1949
3,316,767
179,682
1950
2,365,380
5,356,102
21 1 ,940
1 1951
437,148
3,586,967
973,233
1 20,739
1952
296,753
3,004,786
4,296,735
30,409
1953
267,380
3,065,102
6,105,068
275,504
119,964
1 1954
235,954
2,086,077
7,223,259
318,665
46,925
1955
411,440
1 ,805,020
7,674,155
948,083
34,648
SOURCE:
RETMA
Figures show the 21 -inch tube
has been outselling all others
since 1952. While growth in
larger sizes has been gradual,
note that production of 22-
through-25-inch sizes tripled
in 1955. Note also increase
in 15-inch-and-under sizes
last year, a reflection of growth
in portable tv sets
114
FALL FACTS BASICS
N
.PARDON OU
OUTHERN ACCENT
SOUTHERN NEW ENGLAND, THAT IS . . . Where the accent is on
almost a million TV families in 15 rich counties — where
WNHC-TV's powerful signal will accent your product to
a public whose effective buying income results in better
than 5 billion dollars in annual retail sales.
THAT'S A LOT OF ACCENT IN ANY LANGUAGE!
Check the cost per thousand, then call your Katz man.
Your southern accent will get you. a lot of New England
hospitality.
CONNECTICUT'S MAJOR IV OUTLET
WNHC
CHANNEL 8 TELEVISION : 316,000 WATTS MAX. POWER
JULY 1956
115
TELEVISION VIEWING HABITS
GENERAL
1.
r
Charts in this GENERAL section show viewing habits which have no
particular relevance to either spot or network. In the NETWORK and SPOT
sections to follow viewing figures are slanted to clients in each medium
How does daily tv viewing vary by months?
"1
Hours
7
6
5
4
3
2
Average hours of viewing per tv home per day
...
^.&
April 1955 May June July
SOURCE: NIELSEN TELEVISION INDEX
Aug.
Sept.
Oct.
Dec. Jan. 1956
Feb.
March
l_
2.
r"
How does tv viewing differ among families?
By viewing quintiles By age of housewife
f#¥\ .>**& _»**&
328 44fl
122
6\
6AMh>6PM
.1 ' f 'S
ll'I'l""! -ico.
Average hours of tv use daily
susewife
16 to 34 35toS4 55 and over
^F ▼ M9 131
2 25
/■& •#•• #
6PM to , ~ ^ ^ ^
M.dmght £ r A » g| k
"I
3
M» 19%
25% 36%
I to 2 3 to 4 5 and over
307
"A"
312
B
249
C and D
6*Mt 6PM
< j £ , ««-'« #*)
• #
143
147
52
r
237
2-04
6PM to
Midnight
M.d„.,M ^^^ A |
2 45 301 3 25 302
By size of family By siie of county
307 30";
I < ill i charts abo\e. based on Nielsen I "ele\ is ion Index
data f« .r April 1955, show great differences in view-
ing among i\ homes. Quintile chart is breakdown
of U. S. homes according to amount of viewing.
Each <|uin!ile represents 20'; of homes arranged l>\
increasing intensit) of viewing. Figures in clocks
Bhow hours and minutes. Percentage figures under-
neath show percent ol all \ iewing represented by
each quintile. Second chart shows families with
\onnu houscw i\es are heaviest viewers. Size-of-
family chart indicates big families are heaviest view-
er-. Count) size is not significant viewing factor.
Figures underneath clocks in size of family, age of
housewife and size of countv charts are hours and
minutes fur each categor\ in regard to viewing time.
J
116
FALL FACTS BASICS
WCCO television has more
women viewers every day
than all other
Minneapolis - St. Paul
television stations
combined
*
"WCCO Television has 89% more women viewers
than the second station; 1000% more than the third
channel from 6 a.m. to 6 p.m., average Monday
through Friday. Source: ARB Metropolitan plus
Outer Area Report of February, 1956.
CBS Television for the Northwest
WCCO television.
MINNEAPOLIS - ST. PAUL
Represented by Peters, Griffin & Woodward
JULY 1956
117
TELEVISION VIEWING HABITS GENERAL
3. How many homes use tv and read newspapers by hours of day?
r
TOTAL HOMES USING NEWSPAPERS and
TELEVISION ON WEEKDAYS
PERCENT
ALL HOMES
60
50
40
30
20
10
0
Metropolitan Chicago
Daily Average by Hour
March 12.5.6,7, 1956
TELEVISION
i i-
7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12
SOURCE: TVB. PULSE. PERCENT OF HOMES REACHED EACH HOUR.
I
4. How does age of housewife affect tv viewing and news reading?
J
TOTAL TIME SPENT PER TELEVISION VIEWING HOME,
PER NEWSPAPER READING HOME-
ACCORDING 10 AGE OF HOUSEWIFE
Metropolitan Chicago
RATIO'
(TV/NSP)
MINUTES
SPENT
AGE OF
HOUSEWIFE
12 tol
4.6 to 1
March 1.2.5.6.7. 1956
3.7 tol
TELEVISION
Under 35 35-49
SOURCE: TVB. PULSE
118
FALL FACTS BASICS
tell it to the marines on
witn
after 6 p. m.* 155% more viewers than
the closest competitor in an area including the
nation's giant Marine bases — Camp Lejeune and
Cherry Point — a bonus market of 59,600 Marines!
before 6 p. m. * 246% more viewers than
the second station. Tens of thousands of Marines
and their families aren't included in the census,
but they count in listener coverage and in strong
purchasing power.
anytime* WITN is the only TV station with
grade "A" service to either or both big bases
in North Carolina. Add NBC programming, local
programs beamed to Marines, and you'll see why
WITN is by far the preferred station of the
important Washington-Greenville market.
two recent ARB surveys show more than 80%
television saturation in WITN-Marine -land.
serving eastern north carolina/transmitter at grifton, n. c./studios 4 offices at Washington, n. c.
919 foot tower/316,000 watts/over 150,000 sets in the market/headley-reed co. rep.
JULY 1956
119
TELEVISION VIEWING HABITS
NETWORK
While most of the viewing figures ill this network section
cover total viewing and not network viewing specifically, they
are particularly useful to network advertisers, since th.
based Oil New York (eastern) rather than local time.
However, the data is also useful for general purposes
1
How does tv viewing level vary with time of day?
Homes using tv by hours of clay
\ii wing figures below represent
four-week average during Jan. -Feb.
1956, come from Nielsen Tv Index.
Data to 6 p.m. is for Mon.-Fri.
Nighttime data is for full week
Daytime, Mon.-Fri.
Nighttime, Sun. -Sat.
Time
%
Homes (000)
Time
%
Homes (000)
Time
7
/o
Homes (000
6-7 A.M.
0.2
70
N00N-1 P.M.
24.5
8,600
6-7 P.M.
47.4
16.637
7-8
3.8
1,334
1-2
19.9
6,985
7-8
58.4
20,498
8-9
9.8
3,440
2-3
19.9
6,985
8-9
69.1
24,254
9-10
13.6
4,774
3-4
24.1
8,459
9-10
69.1
24,254
10-11
14.9
5,230
4-5
28.9
10,144
10-11
60.7
21,306
11-N00N
18.2
6,388
5-6
38.2
13,408
11-MID.
36.7
12,882
2.
What percent of homes watch tv by months of the year?
% homes
using tv
70
60
50
40
30
20
10
0 I
WHITE GRAPH LINE
% HOMES VIEWING 6 A.M. -6 P M. MON.-FRI.
BLACK GRAPH LINE
°0 HOMES VIEWING 6 P.M. -MID. ALL DAYS
l==3J52®*
fcssssja
SrotedftacMm
* '•
^^
p^ECS^
Apr. I955 May June July Aug. Sept. Oct. Nov. Dec. Jan. 1956 Feb. Mar. Apr.
SOURCE: NIELSEN TELEVISION INDEX
120
FALL FACTS BASICS
STUDIO AND OFFICES WEST HARTFORD, CONN. - Represented by The Bollinq Company, Inc.
JULY 1956
121
TELEVISION VIEWING HABITS NETWORK
3.
What's average viewing time morning, afternoon, evening?
r
Average hours of viewing per home per day by day parts
6HRS. 34 MIN.
Total hours
5 HRS. 20 MIN.
Night
5 HRS. 48 MIN.
5 HRS. 35 MIN.
L
4.
Afternoon
1 HR. 21 MIN.
1 HR. 54 MIN.
1 HR. 55 MIN.
1 HR. 31 MIN.
Morning
33 MIN.
43 MIN.
17 MIN.
32 MIN.
MONDAY— FRIDAY
SATURDAY
SUNDAY
AU DAYS
AVERAGE
AVERAGE
SOURCE: NIELSEN
TELEVISION INDEX.
NOV.
-DEC
1955
How does tv viewing vary by seasons?
Data here comes from Nielsen
Tv Index. Dotted lines slum
average annual viewing level,
is given arbitrary index figure
of 10(1. I iguj es above bai - are
comparisons of seasonal viewing
index figures comparing seasonal
viewing with annual average.
I igures beneath bars arc the
actual daily hours of viewing
Nighttime
6 p.m. -2 a.m.
121
Annual
Average
2:49 hrs. (100)
Daytime
6 a.m. -6 p.m.
131
Annual
average
:39 hrs. (100) 't,
110
73
Daily hours of viewing
2:10
Winter
Months (Jan.-Feb.
1956
1:57
Spring
( Mar. -Apr.
1956)
1:20
Summer
( July-Aug.
1955)
3:25
Winter
(Jan. -Feb.
1956)
3:06
Spring
( Mar. -Apr.
1956)
2:03
Summer
(July-Aug.
1955)
Seasonal index of average hours of viewing per home per day
122
FALL FACTS BASICS
Leading
From
Strength
WHBQ-TV's audience position in the nation's tenth,
the South's first wholesale market, is a matter of rating
record. But audience strength is not enough!
That policy of leading from strength motivates our mer-
chandising department in volunteering merchandising
aids such as — point of sale display — newspaper and
transportation advertising— direct mail and various
"off-beat" services.
You see, all of us at WHBQ-TV know that no matter
who signs our paychecks, we are working for you. And
that advertiser success determines our individual and
collective prosperity.
WHBQ-TV MEMPHIS, TENNESSEE
The Most Powerful Station in the Mid-South
Represented nationally by H-R Television, Inc.
JULY 1956
123
TELEVISION VIEWING HABITS
NETWORK
5.
r
How does audience composition vary by parts of the day?
Sunday through Saturday (nighttime)
A
Time period
7-11 average
7-8
8-10
10-11
Sets-in-use
61.2% .
.48.2
68.0
60.6
Men
.33%
29
32
.38 ....
Women Children (under 16) Viewers-per-set
-41%. 26'; 2.6
.35 36 2.7
.41 27 2.7
.46 ...16 ......2.3
Saturday and Sunday (afternoon and evening)
A
Noon-6 p.m. ...20.2', ....30%
7-11 p.m. .....62.7 .35
-40 ...
mi';
.25 ...
.2.6
.2.8
Monday through Friday (daytime)
A
7-9
9-11
11-1
1-3
3-5
5-7
. 7.9%
I 1.1
18.7
.14.8
21.0
30.9
■22',
11
.14
.16.
.14 ...
.18
.40%
.36
.55
.55
.56 ...
23
■mv ;
.53 .
.31 .
.29 .
.30 ...
.59 .
.2.3
.1.8
1.8
.1.7
.1.8
2.4
L
6.
SOURCE: ARB. MARCH 1956
J
How do children affect tv viewing?
Percent children vh. teen-agers and adults viewing tv
NEW YORK TIME
9:00 AM.
12.00
NOON
12.00
NOON
3.00 P.M.
37%
3'%
«3%
66%
3.00 P.M.
6.00 P.M.
4.00 P.M.
900 P M.
9,00 P.M
11.00 P.M
r 12,00
NOON
3.00 P.M.
c
3,00 P.M.
4,00 P.M.
•
4.00 P.M .
9,00 P.M.
9,00 tM
1,00 P.M.
38%
14%
36%
28%
14%
6,870,000
VIEWERS
9,697,000
VIEWERS
1 % OF % OF ADULTS
|CHILDREN 1 AND TEENAGERS
62%
17,044,000
VIEWERS
Percentage figures in chart, which
comes from Nielsen Television Index,
earl) winter, 1%5, are based on actual
viewing audience, not tv homes total.
In comparing ilu> chart with one above
note thai teen-agers are separated
Im in children in the Nielsen data
32%
68%
86%
64%
72%
20,210,000
VIEWERS
27,043,000
VIEWERS
27%
73%
47,012,000
VIEWERS
48,554,000
VIEWER?
57,474,000
VIEWERS
86%
55,075,000
VIEWERS
124
I
FALL FACTS BASICS
ASK THE
EDWARD PETRY COMPANY
FOR THE FALL FACTS
ON SELLING THE
RICH NORTHEAST FLORIDA MARKET
WITH
WJHP-TV
NBC - ABC JACKSONVILLE
PLUS
WESH-TV
CHANNEL 2 — DAYTON A BEACH
JULY 1956 125
TELEVISION VIEWING HABITS NETWORK
7.
How does summer affect ratings of top shows and replacements?
1
Dec. '54
July '55
Per cent
drop in
Shows
Dec. '54
homes
July '55
homes
drop in
homes
rating
reached
(000)
rating
reached
(000)
rating
reached
Dragnet
51.9
14720
25.7
8,410
50.5%
42.9%
You Bet Your Life
50.4
14,690
29.1
9,520
42.3%
35.2%
Jackie Cleason
50.1
1 3,870
16.0*
5,105
68.1%
63.2%
1 Love Lucy
49.6
14,290
1 9.0*
6,210
61.7%
56.5%
Toast of the Town
49.2
14,295
37.1
12,130
24.6%
15.1%
Bob Hope
43.4
12,610
1 8.2*
5,645
58.1%
55.2%
Two for the Money
41.2
10,660
29.6
8,660
28.2%
18.8%
This is Your Life
40.2
1 1 ,470
21.0
6,470
47.8%
43.6%
Disneyland
39.3
10,455
26.3
8,290
33.1%
20.7%
George Cobel
39.2
1 1 ,350
15.0*
4,940
61.7%
56.5%
Your Hit Parade
38.7
14,410
12.7*
4,240
67.2%
62.8%
Fireside Theatre
37.9
10,760
1 8.3*
5,680
51.7%
47.2%
I've Cot a Secret
36.5
10,180
33.0
10,740
9.6%
5.2%f
What's My Line
36.0
8,860
28.6
8,700
20.6%
1.8%
CE Theatre
35.3
9,780
26.8
7,930
24.1%
1 8.9%
Godfrey & Friends
34.6
9,880
22.7
7,410
34.4%
25.0%
Burns & Allen
33.9
9,360
17.3
5,540
49.0%
40.8%
Life of Riley
33.4
7,690
19.5
4,800
41.6%
37.6%
Godfrey Scouts
32.9
8,710
22.8
6,530
30.7%
25.0%
Ford Theatre
31.9
9,710
27.2
9,090
14.7%
6.4%
Our Miss Brooks
30.6
7,360
14.5*
4,030
52.6%
45.2%
Studio One
30.6
8,315
17.1
5,345
44.1%
35.7%
Private Secretary
30.3
8,660
20.9
6,810
31.0%
21 .4%
Justice
30.0
7,570
7.7*
2,200
74.3%
70.9%
Beat the Clock
29.2
7,570
13.3
4,030
54.5%
46.8%
December Bride
29.2
8,680
17.9*
5,900
38.7%
32.0%
Topper
29.2
7,450
17.6
5,480
39.7%
26.4%
Shows above were the top 25 according to ARB ratings in
December 1954. Where summer rating is shown with an
asterisk (*), it means show is summer replacement. All
other shows either continued through summer or had reruns.
Dagger (f) in last column indicates an actual increase in
homes reached. Rating drop for replacements was 54.4%
of original rating. Rating drop for others was exactly
half. Summer discounts can easily offset the lesser drop
8
• To what extent can multi-show sponsor avoid audience overlap?
OVERLAP ANALYSIS FOR THESE THREE PROGRAMS:
f A
' \ B
1 C
Dragnel
Warner Brothers Presents
Gunsmoke
HOMES WATCHING EACH SHOW
BUT NOT OTHER TWO:
Show A
Show B
Show C
6,800 homes
2,580 homes
.'{..'560 himii s
TOTAL HOMES
Show A
Show B
WATCH
9,440
1,670
NG:
homes
homes
ADDITIONAL HOMES VIEWING ANY
TWO PROGRAMS:
Show C
Shows A
a
H
5,840
12,810
homes
homes
AH
9.>0 homes
Shows A
a
c
l 1,590
homes
AC
1,340 homes
Shows B
a
c
9 170
homes
BC
790 homes
Shows A.
B
& c
16,170
horn i s
ADDITIONAL
HOMES VIEWING ALL
THREE PROGRAMS:
A, B 8r
c 350 homes
Analysis at left,
from Mil! October
1955 report, was done
for Liggetl & Myers,
shows relatively little
overlap among three
program-. Home figures
are shown in thousands.
Complete lack of over-
lap would equal 20
million home-. ( Complete
Overlap would equal
9,4 ln.OOO homes, rating
for highest-rated -how.
126
FALL FACTS BASICS
/
is Eastern Carolina's
No. 1 TV Station j
FIRST
rin every minute of every hour of every day,
day and night
WNCK
tfntvwUU • a>&
s
channel 9 primary c»$ aff.
316,000 w«IH full tim»
A. Hirtwell Cimpb»ll, G«n. Mgr
George P. Hollingbery Co., Natl. Rep.
•JAN. '56 PULSE-19 counties
JULY 1956
127
TELEVISION VIEWING HABITS
SPOT
Since most figures i - I ewing are usually shown on the basis of eastern time,
which is mainly of interest to the network advertiser, sponsor provides below
some figures showing viewing by time zone (local time) and regions. This data
will be of interest to regional and spot clients, who buy acccording to local time
1.
r
What are nighttime viewing levels by time zone?
~l
Central
Eastern
Pacific
% homes using tv
80
70
60
50
40
30
20
10
0
J /^^— >L
1 T ^-^
izz V —
—^- \V
\\
v\
^>Sr
^
6 p.m. 7 8 9 10 II Mid.
SOURCE: FOR EXPLANATION. SEE BELOW
ii What are daytime viewing levels by time zones?
r
~i
% homes
using tv
Central
Eastern Pacific
bO
y
45
.... -ym
t
t
3b
'^
30
JrM
ijB^ *
\^\
i.
/
^0*****
%s
•**
$
1 5
— •**
— ***
$
*****
-.■r*'
r#
10
V*
1*
^~
5
0
*
-
7 a.m.
10
Noc
The two charts on this page come from \HH figures, March
1956. Percent figures for each hoiu art averages of the
firsi 15 minutes following each hour. The nighttime chart
5unday-throti{:h-S;]!iir<la\ the daytime chart
I p.m. 2 3 4 5 6
shows Monday-through Frida\ averages. While each time zone
3hov thi same genera] patterns, there are occasionally
ni.ukr.l dilhii'iicc-. The differences are due to programing
as well a* differences in living habits in each time zone.
128
FALL FACTS BASICS
r
WGR-TV
Presents..
JE£
WGR-TV
< J'V
■ { J ^
WGR-TV
SHVING THE
MAGMA FIONTIH
WGR-TV
Ctf^
CC3
If
WGR
TV
PERSONALITY
+ PUSH . . .
IF You're looking for Sales
Want your advertising Merchandised
Want that added "push"
Want your message Professionally Presented
Like to do business with Friendly People
Then you need. . .
WGR-TV
CHANNEL
BUFFALO
Not the oldest . . . but the Leader in the Nation's
14th Largest Sales Area.
Basic affiliate of ABC —America's Fastest Growing
. . . Most Exciting Network.
Representatives :
PETERS, GRIFFIN, WOODWARD, Inc.
WGR-TV
wA1
"ffi. News
\
i
t~%
WGR-TV -,,4
"»
u
lint« for brd
GOODNIGHT
WGR-TV
OtANMI i
JULY 1956
129
TELEVISION VIEWING HABITS SPOT
3.
r
What are the national viewing figures by local time?
Percent and number of homes reached by day parts
Mon-Fri % Homes "000
6- «) AM
9-12 Noon
12- 3 PM
3- 6 PM
All Days
6.8
17.7
22.3
34.7
2,387
6,213
7,827
12,180
Homes 000
6- 9 PM
9-12 Mid.
66.1
45.8
23,201
16,076
L.
4.
n
SOURCE: NIELSEN TELEVISION INDEX. JAN. -FEB. 1956. EASTERN. CENTRAL. PACIFIC TIMES COMBINED.
How does tv viewing differ by regions?
Average daily hours of viewing by marketing group and season
AN-MARCH, 1955
6.PR.-JUNE, 1955
JULY-SEPT., 1955
NO»TMEAST
6.1
5.0
3?
EAST CENTBAl
. 61
4.9
3.5
MIDWEST
59
4 4
4 0
SOUTH
3 8
36
. 5 3
53 * •*
PACIFIC COASI
4.J
DCT.-DEC, 1955
JAN -MARCH, 1956
NOHTHEAST
57
6.1
56
EAST CENTSAl
6.3
MIDWEST
5 8
6.2
SOUTH
5.0
57
PACIFIC COAST
5.4
5.5
In Nielsen data above market groups are: Northeast
Boston, New York, Philadelphia; Last Central Cleveland,
Drtn.it, Pittsburgh; Midwest Chicago, Kansas City, Mil-
waukee, Minneapolis, St. Louis; South — Atlanta, Balti-
more, Washington, Birmingham, Dallas-Ft. Worth, Houston.
New Orleans; Pacific Coast — Los Angeles, Portland, San
Diego, San Francisco, Seattle. Data for south during Jan.-
March 1955 period is not available. Note that seasonal
patterns affect all market groups similarly. Data is only
indicative since onl> part- ol each region are measured
5
. How much viewing time is given to non-network shows?
49.5% to network sponsored programs
50.5% to all other programs
SOURCE: NIELSEN TELEVISION INDEX. FEB 19S6 "ALL OTHER" INCLUDES LOCAL SHOWS. NETWORK SUSTAINERS
130
FALL FACTS BASICS
fjgkHngfrf1**
BATON ROUGE?
>
Put "The Champ" to Work for You!
RATING CHAMPION
In the latest Telepulse, WAFB-
TV has a leadership of nearly
5-to-l in the Baton Rouge Area.
ROUND 1
First place winner in "Lucy
Show" competition with a
double first prize for special
merchandising job.
ROUND 2
First place in Screen Gems,
Inc. contest on program
promotion.
MERCHANDISING CHAMPION
WAFB-TV has a merchandising
record second to none.
ROUND 3
Finished in "top four" in pro-
motion contest sponsored
by "Frank Leahy and His
Football Forecasts."
ROUND 4
WAFB-TV's only entry was
second place winner in 1 956
Billboard promotion contest
for "network programs."
WAFB-TY
CHANNEL 28
affiliated with WAFB, AM-FM
CBS-ABC-
200.000 WATTS
Reps: Call Adam Young, Nationally or Clarke Brown in South & Southwest
JULY 1956
131
TELEVISION VIEWING HABITS SPOT
6
r
■ How does audience composition vary by time zones?
r
Time period
7-11 average
7-8
8-10
10-11
Noon-6 p.m.
7-11 p.m.
(
7-9
9-11
11-1
1-3
3-5
5-7
Eastern time zone
Sunday through Saturday nighttime
A
Sets-in-use
62.7%
53.8
71.7
556
Men
35%
31
34
42
Women
44%
36
45
49
Children ( under 16)
21%
33
21
9
Saturday and Sunday afternoon and evening
A
21.7%
67.5
2900
37
29%
42
42%
21
Monday through Friday da
A
11.2%
15.3
21.4
14.2
21.8
35.5
17%
7
15
15
13
19
35%
36
56
61
53
24
48%
57
29
24
34
57
Viewers-per-set
N
2.5
2.6
2.5
2.2
2.7
2.7
2.1
1.7
1.7
1.6
1.9
2.3
f
7-11 average
7-8
8-10
10-11
Noon-6 p.m.
7-11 p.m.
f
7-9
9-11
11-1
1-3
1 5
3 7
Central time zone
Sunday through Saturday nighttime
A
59.7%
70.7
67.2
33.8
35%
30
34
40
430
38
44
49
o
22%
32
22
11
Saturday and Sunday afternoon and evening
A
24.3%
59.5
32%
36
32%
40
36%
24
Monday through Friday day Urn :
A
16.3%
15.6
20.5
17.4
25.4
41.9
22%
12
16
15
11
21
37%
51
50
63
42
29
41%
37
34
22
47
50
2.5
2.9
2.6
2.1
2.6
2.8
2.3
1.8
1.9
1.7
2.0
2.5
(
7-11 average
7-8
8-10
10-11
Noon-6 p.m.
7-11 p.m.
t
7-9
9-11
11-1
1-3
3 5
5 7
Pacific time zone
Sunday through Saturday n
A
67.8%
74.5
74.7
46.2
37%
34
35
41
43%
37
43
48
20%
29
22
11
Saturday and Sunday afternoon and evening
A
21.4%
63.6
33%
39
30%
42
37%
19
Monday through Friday dayt
A
66%
9.8
17.9
12.9
19.6
47.6
10
12
14
12
20
41%
47
45
60
38
25
51%
43
43
26
50
55
SOURCE: ARB. MARCH 1956. MOUNTAIN ZONE NOT MEASURED
2.4
2.6
2.5
2.1
2.5
2.5
1.9
1.6
1.7
1.6
2.0
2.5
I
132
FALL FACTS BASICS
TWO MORE REASONS
Why Your Best
Texas Buy Is
Represented
Nationally
by CBS
Spot Sales
KGUL'S new Super Tower went
into operation on May 30th —
bringing CBS Television to
more than 600,000 families
in the Gulf Coast Area.
KGUL-TV leads in more prime
periods than the other two
stations combined.*
In the April Telepulse for
the Galveston-Houston Area:
KGUL-TV
83
Station B
77
Station C
4
(4 Ties)
Channel 11 Galveston, Texas
"(Source: Telepulse, April 1, 1956, 1 4 Hour Wins 6 P.M. -Midnight 7 Days)
JULY 1956
133
IV. NETWORK PROGRAMING TRENDS
1.
What types of shows do audiences spend most of their time Vtilh?
Percent of viewing time average home spends watching network tv show types
WINTER
1954-55
GENERAL
DRAMA
GENERAL VARIETY
SITUATION COMEDY
QUIZ and
AUD. CART.
1
MUSIC
MVS. INFOR.
DRAMA 1 MATION
MISC.
30 MIN.
60-90 MIN.
30 MIN. j 40-90 MIN.
m
10%
M%
7% 13%
20%
t 1%
8%
4% 6%
8%
WINTER
1955 54
17%
13% 4% 1
2%
16%
11%
7%
i% 5%
8%
LkJ
Figures are from Nielsen T\ [ndex, cover sponsored shows of show. Note that 30-minute general drama category has
at ni^lil. result from two factors: i 1 I total number of replaced situation comedy as type getting most attention.
li - for each type of programing on the air, (2) total When all lengths of general drama are added together, the
amount of time -p nt li\ average home in viewing each type lead over the situation comedy show is especially marked.
_l
2.
What are the average ratings for various types of shows?
1
NIELSEN TOTAL AUDIENCE
NIELSEN AVERAGE AUDIENCE .
?7*
25'
28'
38'
25
18
14e
12'
2 5'
~Tv~
Kl MM.
GENfRAl
LiJ
28-
12'
^
~~i6> "
ftO MIN.
\ASIH-
60 WN
DRAMA
24'
JO MM.
SITUATION
COMEDY
~7i' 22'
T
23«"
30 MM.
MYSTERY
DRAMA
JO MIN.
QUIZ imd
AUD RART
it*
~"201_
10 MM 30 MIN.
WESTERN GENERA!
DRAMA
fVRNIHO
i j'
30 MIN
OTHER
" u>
~~3' ~
IJ UM
PROGRAMS
H» _
13 MM.
itRiAiS
ADUIT
</•
DURATION jo «LW '3 win
ONf A MUITI
WEEK WEEKIY
CHUDRWi DAYTIME
' 10'
9'
1 3 MIN 30 MM.
OTHER RROGRAMS
MON-fRI DAYTIME
Rulings are from the Nielsen Television Index, cover the cure for 60-minute shows than for the shorter show t> i><-.
families reached during two weeks ending 21 January Figure* for each liar are percentage of audience in areas
■ger spread between total and average audi- where shows are seen; smaller figures are tenths of a point.
134
FALL FACTS BASICS
New
: . . CALL LETTERS
JULY 1956
. PROGRAMS
All of the top NBC-ABC shows,
in addition to new local interest
features, mean a . . .
BIGGER AUDIENCE
... at the same old low rates!
ROLLINS BROADCASTING INC.
General Mgr. : George L. BarenBregge
357 Cornelia St., Plattsburgh, N.Y.
Call Collect: Plattsburgh 3070
135
NETWORK PROGRAMING TRENDS
i5. What has been the trend in network show lengths?
Nighttime tv
network programing,
hours per month
by program duration
Figures cover sponsored shows,
an- from Nielsen Television Index.
Most obvious increase is in
longer shovi s. \\ hile hours
devoted 10 30-minute shows
increased, the increase was less,
percentage-wise, than the increase
in all sponsored programing
Total hours
15-min. progs.
30-min. progs.
60-min. progs.
90-min. progs.
261
64
Spring 1955
12
Spring 1956
1.1
"I
L-
What has been the trend in full or partial sponsorship?
Nighttime tv
network programing,
hours per month
by type of sponsorship
Data from Nielsen Television
Index shows that full sponsorship
•-till accounts for well over
half of all hours <>f programing.
The increase in alternating
sponsorship, however, is almost
")(i'; above the spring 1955 figure.
Total hours
alternating
participating
261
Spring 1955
5. What were the top-rated shows this past season?
Nielsen Top Tens
Shows, listed alphabetically, made
\ I Nielsen lop ten list
during the period betwi en
November 1955 and January 1916
CAVALCADE OF SPORTS
CHEVY SHOW
CLIMAX
DECEMBER BRIDE
DISNEYLAND
DRAGNET
ED SULLIVAN SHOW
FORD STAR JUBILEE
G E THEATER
I LOVE LUCY
JACK BENNY SHOW
MILLIONAIRE
MARTHA RAYE SHOW
MAX LIEBEMAN PRESENTS
NATIONAL FOOTBALL
CHAMPIONSHIP GAME
NCAA FOOTBALL GAME
SATURDAY
ORANGE BOWL GAME
PERRY COMO SHOW
PRIVATE SECRETARY
PRODUCERS SHOWCASE
ROSE BOWL FOOTBALL GAME
SHOWER OF STARS
$64,000 QUESTION
YOU BET YOUR LIFE
136
FALL FACTS BASICS
V. TELEVISION SPENDING
1. How much have advertisers spent in tv (1949-55)?
"I
Figures atop
bars are in
millions of
dollars, cover
time and talent
$57.8
$170.8
$1,005.0
$453.9
$332.3
$602.2
I
1949 1950 1951 1952 1953 1954 1955
SOURCE: KcCANN-ERICKSON CENTRAL RESEARCH DEPT.. 19E5 ESTIMATED.
2.
Where did 1955's tv advertiser dollars go?
NETWORK: $520,000,000
SPOT: $265,ooo,ooo
LOCAL: s220.000.000
SOURCE: McCANNERICKSON CENTRAL RESEARCH DEPT.. EST. MATED. TIME AND PROGRAM TALENT
3.
What's been the growth in spot tv spending?
Annual spending for spot tv time
-3£
§
1950
$25,034,000
1951
$59,733,000
t
4
1952
$80,235,000
"882- f
1953
$124,318,000
<£l
$?
-ft
5l J&
I
1954
$176,766,000
1955
$225,000,000
1956
$295,000,000
Dollar figures show advertiser spending for time only. The} cations < ommission; 1955 is sponsor estimate based on for-
do not include talent and production costs. Figures are net inula used b) McCann-Erickson Central Research Dept. to
(after discounts bul before commissions t<> reps, agencies). break out spol time sales from total t\ spending, including
Data for years lTid ilnn |<>.">1 r<<nu- from Federal Communi- talent. Figuri foi 1956 is TvB's estimate of increase ovei 1955.
JULY 1956
137
TELEVISION SPENDING
4.
How much money has been invested in network tv time (gross) ?
NETWORK
1951
1952
1953
1954
1955
JAN. -APR.
1955
JAN. -APR.
1956
%
$18,585,91 1
$18,353,003
$21,110,680
$ 34,713,098
$ 51,393,434
$14,619,874
$25,722,106
^^/
^
$42,470,844
$69,058,548
$97,466,809
$146,222,660
$189,018,121
$62,026,122
$70,288,002
fe
$ 7,761,506
$10,140,656
$12,374,360
$ 13,143,919
$ 3,102,708
$ 2,412,195
^l
$59,171,452
$83,242,573
$96,633,807
$126,074,597
$163,384,796
$52,960,482
$59,632,400
i
To
k
i
i
YEARLY TOTALS
$40,826,185
$127,989,713
'mi
J952
$180,794,780
$227,585,656
IJS54J
fj555.
$320,130,910
$406,899,059
$132,018,673
$155,642,508
SOURCE: PIB. DTN CEASED NETWORK OPERATIONS SEPT. 1955: 1950 TOTALS DO NOT INCLUDE DTN
L
J
3- How do night and day web tv gross time billings break down?
Jan-Dec. 1955
ABC
CBS
DTN
NBC
Weekday
daytime
$ 3,723,365
66,174,871
227,560
35,902,841
Weekend
daytime
$ 2,388,984
9,213,386
27,937
9,481,361
Evening
$ 45,281,085
113,629,864
2,847,21 I
I 18,000,594
Total
ABC
CBS
DTN
NBC
$106028,637 $21,111,668
Jan.-Dec. 1954
$ 1,768,005
52,768,133
374,638
31,898,010
$ 5,000,622
5,211,637
1,266,838
3,950,507
$279,758,754
$ 27,944,471
88,242,890
11,502,443
90,226,080
ABC
CBS
DTN
NBC
Jan. -Apr. 1956
Weekday Weekend
daytime daytime
$ 5,668,282 $ 534,027
23,584,053 2,861,702
Evening
$ 19,519,797
43,842,247
12,443,277 4,795,280
42,393,843
Total
ABC
CBS
DTN
NBC
$41,695,612 $8,191,009
Jan.-Apr. 1955
$ 133,964
21,446,346
120,775
12,153,947
$1,170,904
4,080,287
27,937
2,810,066
$105,755,887
$13,315,006
36,499,489
2,263,483
37,996,469
Total $86,808,786 $15,429,604 $217,915,884
SOURCE: PIB DTN CEASED NETWORK OPERATIONS SEPT. 1955
Total
$33,855,032
$8,089,194 $90,074,447
L
J
138
FALL FACTS BASICS
TELEVISION SPENDING
6.
What industries invest most heavily in network tv?
r
~i
L
7
r
INDUSTRY
1950
1951
1952
1953
1954
1955
Food
$ 6,802,029
$25,839,983
533,806,938
$42,181,919 $64,495,785 $79,988,578
Toiletries
4,283,194
16,455,364
24,803,774
36,338,809
49,962,588 74,175,005
Autos, Accessories
5,425,447
11,050,501
15,464,800
21,059,028
29,203,750
47,059,360
Soaps, cleansers, polishes
863,395
11,037,695
21,004,194
22,908,419
34,606,678
45,967,555
Smoking materials
6,450,180
17,993,090
28,430,197
36,060,199
42,727,939
42,121,762
Household equipment, supplies
2,652,699
8,528,403
11,460,099
19,946,095
25,994,871
31,548,849
Drugs, remedies
391,815
2,799,894
6,102,734
9,640,633
15,848,666
23,280,306
SOURCE: PIB. GROSS TIME COSTS
Who are the top 10 spenders in network tv (1950-55) ?
J
"I
l_
8.
r
1950
Ford
R. J. Reynolds
P. Lorillard
National Dairy
General Foods
Liggett & Myers
General Motors
Anchor- Hocking
Philco
American Tob.
1951
P&G
General Foods
R. J. Reynolds
Colgate
Liggett & Myers
P. Lorillard
Ford
American Tob.
Lever
Kellogg
1952
P&G
Colgate
R. J. Reynolds
General Foods
Lever
American Tob.
Liggett & Myers
General Motors
General Mills
P. Lorillard
1953
P&G
Colgate
R. ,1 . Reynolds
General Motors
American Tob.
Gillette
General Foods
Liggett & Myers
Lever Rros.
General Mills
1954
P&G
Colgate
R. J. Reynolds
Gillette
General Motors
General Foods
American Tob.
Chrysler
General Mills
Lever
1955
P&G
Colgate
Chrysler
Gillette
General Motors
General Foods
R. J. Reynolds
American Tob.
General Mills
Lever
SOURCE: PIB. RANKED ACCORDING TO GROSS TIME BILLINGS
How many advertisers have invested in spot tv?
J
"1
9.
1949
1950
1951
1952
1953
1954
1955
530
970
1,540
1,632
2,009
2,789
3,355
SOURCE: TvB. N. C. RORABAUGH CO.
How is total tv spending divided between networks and stations?
51.7% Networks
I
48.3% Stations
SOURCE: McCANNERICKSON CENTRAL RESEARCH DEPARTMENT. 1955 TV REVENUE
JULY 1956
139
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'Mi
1956 FALL FACTS BASICS -SECT K>\
Urn
TV FILM DISTRIBUTION BUSINESS
MAY HIT THE $100 MILLION MARK THS YEAR
Page Number
Q. How much tv film is there available? 142
Q, How many syndicated films are run weekly in major markets 146
Q. What clearances can client jjet with syndicated film? 146
Q. How many stations use feature film? 148
Q. How many hours weekly do stations devote to local film? 149
Q. What do stations spend on feature film programing? 152
Q. What's the audience composition of various shows? 156
Q. How well do renin* do? 157
Reprint* iclll hi' available at 2."»«- each. Quantity prices en request.
Address Sponsor Services, inv. 10 E. IBth St.. Seus York 17. V Y.
FILM BASICS
1- What's the dollar sales volume of the tv film distribution business?
Estimated dollar sales of syndicated and feature film
The tv film business
has made tremendous
strides during past
eight years, is ex-
pected to continue
growing as fast as tv
itself. Dollar estimates
through 1956 are
sponsor's, based on
consensus of industry
leaders. The 1960
estimate is from CBS
Film Sales, is based
on projection of all
tv ad expenditures.
1955
1956
1948
$1,500,000
m(
$80,000,000
$100,000,000
1960— $260,000,000
2.
r
How much film product is available for television?
n
Total No. episodes syndicated film 20,000
Total No. feature films 8,000
No, syndicated series by length
.5 & 10 milt.: 47 '/4-hour: 173 '/2-hour: 215 hour: 12
SOURCE: DATA ON SYNDICATED EPISODES AND SERIES FROM ABC FILM SYNDICATION. SRDS. FEATURE FILM
FIGURE IS SPONSOR'S ESTIMATE.
L
142
FALL FACTS BASICS
3.
What kinds of syndicated shows are available?
Number of syndicated series by type of programing and length
ADVENTURE
7-'/4 hour
36-'/2 hour
l-l hour
TOTAL: 44
CARTOONS
3-5 and 10 minute
TOTAL: 3
CHILDRENS
7-5 an.d 10 minute
22-74 hour
9-'/2 hour
TOTAL: 38
COMEDY
2-5 and 10 minute
4-'/4 hour
29-l/2 hour
TOTAL: 35
DISCUSSION
1-5 and 10 minute
l-'/2 hour
TOTAL: 2
DRAMA
1-5 and 10 minute
ll-'/4 hour
36-'/2 hour
TOTAL: 48
DOCUMENTARY
1-5 and 10 minute
l9-!/4 hour
7-'/2 hour
TOTAL: 27
EDUCATIONAL
4-5 and 10 minute
20- '/4 hour
2-'/2 hour
TOTAL: 26
HISTORICAL
2-'/) hour
TOTAL: 2
INTERVIEW
2-5 and 10 minute
5-'/4 hour
TOTAL: 7
MUSICAL
5-5 and 10 minute
I5-1/* hour
20-'/2 hour
TOTAL: 40
MYSTERY
1-5 and 10 minute
l-'/4 hour
32-'/2 hour
TOTAL: 34
NEWS & COMMENTARY
5-'/4 hour
2-'/2 hour
TOTAL: 7
QUIZ & PANEL
3-5 and 10 minute
8-!/4 hour
2-'/2 hour
TOTAL: 13
RELIGIOUS
3-5 and 10 minute
l-'/4 hour
4-'/2 hour
TOTAL: 8
ROMANCE
l-'/4 hour
TOTAL: 1
SCIENCE
1-5 and 10 minute
3-'/4 hour
' -'/2 hour
TOTAL: 5
SCIENCE FICTION
l-'/4 hour
5-'/2 hour
TOTAL: 6
SPORTS
7-5 and 10 minute
25-'/4 hour
8-'/2 hour
8-1 hour
TOTAL: 48
TRAVEL
-5 and 10 minute
6-Va hour
2-'/2 hour
TOTAL: 9
VARIETY
3-5 and 10 minute
6-'/) hour
4-'/2 hour
TOTAL: 13
WESTERN
3-'/4 hour
l3-!/2 hour
3-1 hour
TOTAL: 19
WOMEN'S PROGRAMS
2-5 and 10 minute
8-'/4 hour
2-'/2 hour
TOTAL: 12
SOURCE:
ABC FILM SYNDICATION
RESEARCH. SRDS.
SPRING 1956
NOTE: First figure under each listing in categories above represents number of program si ilable. For example,
"2-5 and 10 minute" means there are two five- and lUminute series available in that category.
JULY 1956
143
ZIV PROUDLY PRESENTS
peop\e
aW
vjaW^
o\ Vrte
v\ttf'
w
.■j
Truly a series to quicken the heart-beat of your
community, increase SALES of your product!
CAST' Wire or phone for an early audition. Markets are,
closing fast . . . yours may still be open! HURRY!
starring
4ACDONALD
IAREY
in the exciting role of
DUNG "DR. MARK CHRISTIAN"
fft/fr// ffi/?//rffy THE KIND
MAN YOU'D WANT FOR YOUR
LILY'S PHYSICIAN AND FRIEND.
*"»*»,
■ r"mn :
FILM BASICS
4.
How many syndicated films are run weekly in major markets?
Number of
MARKET
syndicated film- rui
WEEKLY AVERAGE
APPROXIMATE
l weekly in eight major
r:/ R KET
markets
WEEKLY AVERAGE
APPROXIMATE
LOS ANGELES
100
CHICAGO
55
NEW YORK
95
MINNEAPOUS-ST, PAUL
50
DETROIT
85
COLUMBUS
40
SAN FRANCISCO
60
WASHINGTON
45
SOURCE: ABC
FILM SYNDI
CATION RESEARCH
J
5,
What clearances can advertiser get in prime time with film?
r
MARKETS
MARKETS
PERCENT .
CLIENT
SHOW
DISTRIBUTOR
ORDERED
CLEARED
CLEARED
BALLANTINE
Highway Patrol
Ziv
16
13
81%
BABE) 11//. OIL
Confidential File
Guild
17
14
:'.2\
BOWMAN BISCUIT
Dr. Hudson s Secret Journal
MCA-TV Synd.
12
12
100' ,
( IRTER PRODUCTS
Mr. District Attorney
Ziv
23
22
<>.,', 1
1 MERSOh mac
Science Fiction Theatre
Ziv
17
13
:<>■
1 ILS1 IFF BREWING
Celehrity Playhouse
Screen Gems
2.".
27
9693
i u 52 u i uni u ing
City Detective
MCA-TV Synd.
.;:
37
100' , 1
III IIM l\ BREWING
Racket Squad
ABC Film Synd.
9
9
Kill',
HEINZ
Studio 57
MCA-TV Synd.
39
16
<>2\
INTERS! VIE BAKERIES
Cisco E ill
Ziv
12
9
75%
IACKSON BREWING
1 ,/i/ie ( 'anlin
Ziv
16
1(>
100', 1
1. INGENDORF UNITED
S'/ri e Donoi an
NBC Film
9
9
1(10',
BAKE Ells
II < E) LAGER BREWING
Great Gildersleeve
NBC Film
16
16
101)',
(HIK) OIL
Man Bcliin// the Badge
MCA-TV Synd.
11
10
91%
OLYMEI 1 BEER
Science Fiction Theatre
Ziv
16
16
100', 1
SOURCE: INDUSTRY SOURCES.
CLEARANCES REFER TO "A" OR
•AA" TIME ONLY.
146
FALL FACTS BASICS
FACTS in a "nutshell
...about WFAA-TV's
rich 42-county
Dallas-Fort Worth market!
A great market grows even greater as Sales Management's Survey
of Buying Power (May 10, 1956) reveals an
upward trend in all major marketing statistics year after
year. A money-making, big-spending, area
blanketed by WFAA-TV's maximum power from atop Texas' tallest
structure — 1,521' from concrete base to antenna tip.
FACTS and what they mean
r
POPULATION:
URBAN POPULATION:
EFFECTIVE BUYING INCOME:
RETAIL SALES:
AUTO SALES:
DRUG SALES:
FOOD SALES:
GENERAL MERCHANDISE:
2,344,800
1,741,600
$ 3,559,408,000
$ 2,909,268,000
$ 725,963,000
$ 94,383,000
$ 584,367,000
$ 459,495,000
And 72% TM set denetra-
tion!
3 out of 4 famines are "city
dwellers." \
2 7 Vz % of the entjre State of
Texas. /
80c out of every income dol-
lar changed harps. /
Would provide \4 1 %l of the
families with a 32,500 new
car!
Nearly 31% ofjthe total
drug sales for the/state.
Or, $ 1,873,000 spent on gro-
ceries every shojpping day.
37.22% of Texas' total.
Call your PETRYMAN for availabilities,
market data and complete coverage information
NBC-ABC
Television Service of The Dallas Morning News
Ralph Nimmons, Station Manager
JULY 1956
147
FILM BASICS
6.
How many stations use syndicated film?
Figures at right, taken from SPON-
SOR'S L955 and J 956 "Buyers'
Guide," show percent and number
of respondents using syndicated
film. Percentage decrease max lie
due to greater number of respond-
ents since station growth was not
as great as increase in number of
respondents from 1955 to 1956.
1955
Total Respond — 381
No. Sfns.
Respond.
'. Sfns.
Respond.
312
I
82',
1956
Total Respond— 495
No Sfns.
Respond.
•. Sfns.
Respond.
377
76
7
■ How many stations use feature film?
L
8
Figures at right taken from spon-
sor's 1955 and 1956 "Buyers'
Guide," show percent and number
of respondents using feature film.
The percentage decrease here may
be due to exhausted rerun potential
but new feature film packages that
have been recently introduced will
probably increase their usage.
1955
Total Respond. — 381
No. Sfns.
R.spond.
*. Sfns.
R: spond.
361
95 ,
1956
Total Respond. — 495
No. Sf rs.
Respond.
°o St'ns.
Respond.
405
82'
■ Is there room for more syndicated film on air?
\- interpreted by NBC Film Divi-
sion, which prepared data at right,
there is room for s) ndicated film
during 10-1 1 p.m. slots outside
Eastei ii time /one. Web shows are
not commonly run in thi~ slot out-
side ot Eastern /one. Low ratings
in right hand list of market-, sa) -
NBC, reflects use of many local
shows, and i- not due to use of
syndicated film programing.
AVERAGE 10:00-11:00 p.m. SUN.-SAT. RATINGS
EASTERN TIME
ZONE
Atlanta
16.9
Baltimore
17.8
Boston
23.6
C incinnati
18.0
Cleveland
18.9
15.9
l)a\ ton
22.3
Detroit
12.0
\ eu ) orfi
7.8
Philadelphia
11. 1
\\ ashington
12.5
Source: ARB, Dec. '55
CENTRAL. MOUNTAIN,
AND PACIFIC TIME ZONES
Chicago
10. 1
1 os tnnclc.s
6.0
Minn.-St. Paid
8.6
Mobile
9.9
San Francisco
11.7
Seattle'Tacoma
9.1
Springfield, Mo. ..
13.5
Tucson
15.9
"Average ratings are unusuall/
low in New York and Los An-
geles because the audience is
split between seven stations.
148
FALL FACTS BASICS
9
. How many hours a week do stations devote to local film programs?
Local film programs by type of sponsorship
IN MARKET IN MARKET IN MARKET IN MARKET IN MARKET ALL STATION
GROUP 1 GROUP 2 GROUP 3 GROUP 4 GROUP 5 AVERAGE
TOTAL NETWORK HOURS . .
31 :48
53:36
64:48
53:06
59:48
54:54
TOTAL LOCAL HOURS
47:12
46:48
45:12
57:48
65:18 .
49:48
LOCAL LIVE HOURS
14:36
14:42
16:00
21 :00
23:18
17:00
Local film hours
32:16
32:06
29:12
36:48
42:00
32:48
TOTAL OPERATING HOURS .
78:20
100:24
110:00
110:54
125:06
104:02
Data above is from NARTB's 1956 Film Manual,
is based on replies from 118 member tv stations
operating prior to 1 May 1955. Week covered is
that of 6-12 June 1955. Station data is broken
down according to number of tv families covered
by station: Group 1 — up to 99,999 families;
Group 2—100.000 to 249.999; Group 3—250,000
to 499,999; Group 4—500,000 to 999,999; Group
5 — 1,000,000 and over. In chart above, live
and film hours are a breakdown of local hours.
Film covers syndicated and feature film, free
film and film shot by the station's personnel
The five NARTB charts in this section are part of
a series of 20 on film program hours, costs.
10
r
. To what extent is local film programing sponsored today?
Local Film Programs by Type of Sporsorship
IN MARKET
GROUP 1
IN MARKET
GROUP 2
IN MARKET
GROUP 3
IN MARKET
GROUP 4
IN MARKET
GROUP 5
ALL STATION
AVERAGE
Full sponsorship
. . . . 25%
28%
33%
25%
30%
29%
Participating
36
31
35
57
60
40
Sustaining
39
41
32
18
10
31
Total
100
100
100
100
100
100
SOURCE: NARTB. 1956 FILM MANUAL. FOR
EXPLANATION
OF GROUPS.
SEE QUESTION
9.
JULY 1956
J
149
FILM BASICS
11.
How much time do stations devote to various types of film?
Average hours of weekly local film programing
broken down by type of film, morning, afternoon and evening
Group 1
Avg. No. of
Hrs. Sta.
Group 2
Avg. No. of
Hrs. Sta.
Group 3
Avg. No. of
Hrs Sta.
Group 4
Avg. No. of
Hrs. Sta.
Group 5
Avg. No. of
Hrs. Sta.
All Stations
Avg. No. of
Hrs. Sta.
FEATURE
FILM
Morning
5.7 2
5.4 11
3.0 23
2.3 10
3.8 5
3.6 51
Afternoon
6.1 17
7.2 26
6.5 37
10.7 18
10.9 11
7.8 109
Evening
.... 7.4 18
6.5 27
6.4 41
8.5 18
9.9 11
7.2 115
M \ D1C AT ED FILM
Morning
4.8
1
0.8
5
0.9
21
1.4
11
3.6
5
1.4
43
Afternoon ...
1.8
15
2.6
23
2.1
41
2.8
19
4.4
9
2.5
107
Evening
. 9.4
18
7.8
26
6.4
42
7.1
19
7.7
10
7.4
115
SHORT SUBJECTS
Morning
0.4
2
1.6
10
1.2
26
1.7
15
3.9
6
1.7
59
Afternoon
2.2
13
2.6
22
2.3
27
3.2
16
4.6
9
2.8
87
Evening ..
1.2
12
0.9
1 3
0.6
In
1.4
L2
2.3
8
1.2
61
FILM PRODUCED BY STATIONS
Morning
1)
0
0.8
2
0.7
3
1.6
3
1.0
2
1.1
10
Vfternoon
1.0
I
0.8
3
0.6
12 .
1.1
3
0.6
2
0.7
21
Evening
0.7
1
L.5
9
1.2
20
1.8
8
2.2
">
1.5
46
FREE FILM
Morning
0.6
2
1.3
14
1.2
127
1.2
13
1.1
5
1.2
(.1
Afternoon
2.0
L8
2.8
22
1.5
33
1.1
15
0.6
4
1.9
92
1 \.'llillL'
1.6
12
I.D
1')
0.9
20
0.7
7
0.6
2
1.0
60
TOTAL FILM HOURS
Moi ning
3.0
(i
4.2
24
4.0
38
4.9
17
6.2
11
4.4
96
Vfternoon
10.9
L8
13.2
28
10.6
12
L6.9
19
18.7
11
13.0
118
1 vening
18.9
18
15.6
■27
13.9
42
17.0
19
L9.7
11
L6.1
117
SOURCE: NARTB. t956 FILM MANUAL. FOR EXPLANATION OF GROUPS. SEE QUESTION 9.
•NUMBER OF STATIONS" REFERS TO THOSE REPORTING DATA
J
150
FALL FACTS BASICS
FOUR STAR FILMS, INC.
IS SETTING THE PACE
FOR EXPANSION!
Producing these half-hour television shows: —
DICK POWELL — ZANE GREY THEATER
HEY, JEANNIE
FOUR STAR PLAYHOUSE
ARIZONA AMES
RICHARD DIAMOND — PRIVATE DETECTIVE
CAVALCADE THEATER
STAGE SEVEN
STAR AND THE STORY
MR. ADAMS AND EVE — FOR CBS
and— II MORE IN PREPARATION
FOUR STAR FILMS, INC. is owned by
Dick Powell, David Niven, Charles Boyer
and William Cruikshank.
FOUR STAR FILMS, INC*
Wm. A. Cruikshank, Pres.
W. A. Tibbals, Vice Pres.
EXECUTIVE OFFICES:
141 El Camino Drive, Beverly Hills, California
STUDIOS:
9336 West Washington Boulevard, Culver City, California
JULY 1956 151
FILM BASICS
12.
What do stations spend on feature film programing?
Average weekly eosts of feature film ami assoeiated expenses
GROUP 1
GROUP 2
GROUP 3
GROUP 4
GROUP 5
L_
152
FILM COSTS
NO. OF
STATIONS REPORTING
FILM COSTS
AVERAGE
FILM HOURS
WITH COST REPORTED
GROUP 1 . . .
17
13.0
GROUP 2. .
26
14.7
GROUP 3...
41
13.9
GROUP 4...
18
20.1
GROUP 5...
10
22.3
AVERAGE AVERAGE
WEEKLY FILM COST
FILM COST PER HOUR
$382 $29
570 39
858 62
1,516 75
3,462 155
LIVE TALENT COSTS
CONNECTED WITH FEATURE FILMS
NO. OF AVERAGE LIVE
STATIONS REPORTING TALENT HOURS
TALENT COSTS WITH COST REPORTED
AVERAGE
WEEKLY LIVE
TALENT COST
AVERAGE LIVE
TALENT COST
PER HOUR
GROUP 1
GROUP 2
GROUP 3
GROUP 4
GROUP 5
6 4.8
10 5.4
20 4.6
10 5.9
6 9.9
$51
50
95
151
252
$11
9
21
26
25
PRODUCTION COSTS
CONNECTED WITH FEATURE FILMS
NO. OF STATIONS AVERAGE
REPORTING PRODUCTION HOURS
PRODUCTION COSTS WiTH COST REPORTED
AVERAGE AVERAGE
WEEKLY PRODUCTION COST
PRODUCTION COST PER HOUR
6
6
14
4
5
7.2
8.1
4.9
6.6
10.1
$116
136
113
126
563
$16
17
23
19
56
SOURCE: NARTB. 1956 FILM MANUAL. FOR EXPLANATION OF GROUPS. SEE QUESTION 9.
FALL FACTS BASICS
W IMfRS IN M SKV
The sun glints silver on needle-like directional antennae. It gleams
back from the lacey tracery of a thousand foot radio spire or is caught
in the fiery grin of a huge disk radiator. Everywhere new towers rise
in the sky, marking out radio, TV, and broadcasting victories.
RADIO is a generic term: The electron in and of it-
self is an element, hut meaningless. It is only the
electron in controlled or detected action that is prac
tical to man. Through the skill of the radio engineer,
electrons that radiate produce distance-smashing com-
munications, radio broadcasting, television; electronic
controls in automation; X-ray and other medical won-
ders. These radiations can he navigational and aero-
nautical measures and controls. Yet. all this is radio!
The slide rule boys make it go! Let 's not Laugh at the
so-called "Ion"; hair" because we don't understand
what he does and how he docs it. Radio is an engineer-
ing science that deep mathematics solves. The theo-
retical scientist cracks harrier after harrier in a most
practical manner, giving us color. Hi-Fi, computers,
which delighl man and ease his work-load. The fact
that he writes, talks and reads at a technical Level,
completely frustrating to the layman, management,
and sometimes even the older engineer, is not surpris-
ing— but a necessity which must he respected and un-
derstood. Theory precedes new towers in the sky I
Chasing Satellites! It is significant that in seven
greal articles in the history-making June issue of
"Proceedings of the IKK." which reported on the
plans for the earth satellites that "radio" is the
medium lor control, and all practical data collecting
aspects of the satellites. Once again radio engineers
arc "on the job" in launching-controls, tracking and
communicating hack the results of satellite informa-
tion— probing the universe. The satellite becomes the
radio engineer's new tower, this time in the stratos-
phere above the sky \
The Communications Age! The principle behind
every electronic advance is the detection or creation of
a tiny radio signal, and its conversion into an action
the senses can -rasp into a sound, music, an image, a
color picture, magnetic action, feedback and control,
accumulated impulses ill the computer! The radio
engineer is working "communications" in a myriad
of practical ways \
SINGLE-SIDE BAND is a new radio means of break-
ing the spectrum limitations for communications.
Within perhaps five years most point-to-point radio
may go to single-side hand. The December issue id'
"Proceedings of the IKE" will he devoted to this sub-
ject. It will he another history-making issue with •_'•">
special articles. Once again radiomen will he armed
with advance data information exchanged in their
association .journal serving our 50,000 members of all
grades.
Mark well these men! [RE always remembers the
man and helps him advance by its published and
presented papers. In your organization you will find
these [RE members, men to be reckoned with, for they
are theoretical, yet practical, dreamers, yet tuilders,
and both a market and its supply.
Yes, you can purchase this December 7956 special
issue. $3.00 for non-members. A single extra copy
to IRE members $1.00. Order now.
TH E
INSTITUTE OF RADIO ENGINEERS
Proceedings of *he | RE
Adv. Dept., 1475 Broadway, New York 36, New York
(S\ Chicago • Cleveland • San Francisco • Los Angeles
IULY 1956
153
FILM BASICS
13.
What do stations spend on syndicated film programing?
Average weekly costs of syndicated film and associated expenses
FILM COSTS
NO OF STATIONS AVERAGE FILM HOURS
REPORTING FILM COSTS WiTH COST REPORTED
AVERAGE WEEKLY
FILM COST
AVERAGE FILM COST
PER HOUR
GROUP 1
17
GROUP 2
26
GROUP 3
39
GROUP 4
18
GROUP 5
9
9.9
7.3
5.9
$926 $94
923 126
1,651 280
7.7 2,164 281
10.0 5,712 571
LIVE TALENT COSTS
CONNECTED WITH SYNDICATED FILMS
NO. OF STATIONS
REPORTING TALENT
COSTS
AVERAGE LIVE
TALENT HOURS
WITH COST REPORTED
AVERAGE WEEKLY
LIVE TALENT
COST
AVERAGE LIVE
TALENT COST
PER HOUR
GROUP 1 9.
GROUP 2 14
GROUP 3 22
GROUP 4 7.
2.3
2 0
2.5
GROUP 5 6 €.7
$39
40
73
91
354
$17
20
29
36
53
PRODUCTION COSTS
CONNECTED WITH SYNDICATED FILMS
NO OF STATIONS
REPORTING
PRODUCTION
COSTS
AVERAGE
PRODUCTION HOURS
WiTH COST REPORTED
AVERAGE WEEKLY
PRODUCTION COST
AVERAGE
PRODUCTION
COST PER
HOUR
GROUP 1 .
GROUP 2.
GROUP 3.
GROUP 4
GROUP 5
18
5
5.9
2,6
2.0
2 6
7.4
99
109
49
510
$29
38
55
19
69
SOURCE: NARTB. 1056 FILM MANUAL. FOR EXPLANATION OF GROUPS. SEE QUESTION 9.
154
FALL FACTS BASICS
How to keep from getting lost
in NEW YORK and CHICAGO
Ever wonder whether Leo Burnett
was on North Michigan or South W acker? Ever
worry as you pulled out of Grand Central Station
I how many important calls you forgot during your
three days in New York? It happens to the
best of us, at the ivorst times.
Next time you're in New York or Chicago make
every minute and call count by using SPONSOR'S 1955
pocket-size, 16-page booklet titled "Radio and TV
Directory of New York and Chicago." Here you'll
find names and addresses, by categories, of key
advertisers, agencies, stations, networks, news
services, representatives, TV film services, music and
transcription services, research firms, hotels,
airlines and railroads.
We'll be glad to send you a Radio and TV Directory
on request — with the compliments of SPONSOR.
P.S. — Don't forget to call on us
next time you're in town.
SPONSOR
■X- Advertisers
X- Agencies
X- Air Lines and Railroads
X- Associations
■X- Hotels
■X Networks
■X- Researchers
■X* Representatives
■X Services
•X Stations
* TV Film Sources
THE MAGAZINE RADIO AND TV ADVERTISERS USE
NEW YORK 17 — 40 E. 49th • MUrray Hill 8-277!
CHICAGO — 161 E. Grand • SUperior 7-986S
LOS ANGELES — 6087 Sunset • Hollywood 4 8089
FILM BASICS
14.
What's the audience composition of various syndicated shows?
Audience composition figures for 101 programs
AUDIENCE
COMPOSITION
Indicated film show:
Abbott & < ..-i.ll..
All Star Theatre
Amos 'n* Andy
Annie Oakley
Badge 714
Iieulah
Boston Klarkir
Buffalo Bill Jr
Captain Gallant
Celebrity Playhouse
Championship Bowling ....
China Smith
Cisco Kid
City Detective
Col. March Scot. Yard
Confidential File
Count of Monte Cristo
Cowboy G-Men
Crosscurrent
Crunch & Des
Dangerous Assignment
Death Valley Days
Doug. Fairbanks Pro
Dr. Hudson's Seer. Jciiirn...
Fddie Cantor
Ellery Queen
Fabian Of Scot. Yard
Facts Forum
Falcon, The
Famous Playhouse
Federal Men
Florian /attach Show
Follow That Man
Foreign Intrigue
Gangbusters
(.cue Autry
Gene Autry (Hr.)
Grand Ole Opry
Great Gildersleeve
Greatest Fight-
Guj Lombardo
I l.i m- Christ. Anderson
Ili-art of The City
Highway Patrol
Hopalong Cassidy
Hopalong Cassidj (Mr.) ..
Hunter, The
I Led I lin-i- Lives
Inner Sanctum
Inspector Mark Saber
16
17
72
10
76
61
82
10
17
75
8(1
71
51
80
78
89
69
39
79
71
78
80
77
78
75
85
81
80
8 1
73
69
5 7
79
8 1
79
60
(.'>
61
71
87
79
25
71
86
65
l<;
77
.".7
78
8 1
Per 100 viewing homes:
Men Women
34
78
83
5 5
71
85
85
33
15
93
61
71
42
8 7
75
89
78
12
92
79
9 1
75
92
81
78
88
75
73
81
85
72
<»8
88
92
87
5 7
5 1
8 1
85
63
88
30
75
81
60
15
7')
86
80
81
Teen Children
23 101
19
16
23
25
18
18
24
27
17
21
20
25
24
I 1
I I
21
25
I I
15
17
21
25
16
21
15
18
I 1
15
17
16
15
16
26
21
25
28
16
23
18
20
18
20
22
27
2 1
16
17
22
21
37
37
95
62
17
33
94
192
31
28
39
89
17
12
5
25
88
28
19
19
16
15
17
23
14
15
3
17
14
17
11
25
17
18
83
83
29
28
22
15
89
19
13
85
88
3 1
29
17
19
Total
174
181
208
213
237
184
218
191
221
216
190
204
207
208
179
194
193
194
210
214
208
225
209
192
197
202
189
167
197
189
174
151
208
219
205
225
23 1
1 90
200
190
202
162
188
232
23 7
203
206
219
198
208
AUDIENCE
COMPOSITION
Per 100
viewing
homes:
Indicated film show:
International Police
I Spy
Men
72
73
56
33
31
38
37
79
67
25
83
34
14
82
84
79
74
83
85
79
82
79
71
74
86
34
49
78
62
31
81
77
67
77
81
10
68
43
72
75
73
72
28
64
62
91
76
80
85
51
59
Women
70
82
79
37
36
52
94
81
82
37
85
31
37
80
91
82
88
88
87
84
88
74
80
79
81
30
45
86
73
36
86
61
74
75
77
18
65
35
81
77
80
81
29
85
57
60
73
81
91
36
74
Teen
19
19
20
24
22
20
24
22
20
24
18
25
13
24
25
21
16
22
15
18
24
23
18
15
22
21
22
23
12
18
21
29
25
18
25
26
24
27
23
21
20
17
25
15
24
25
22
23
22
28
22
Children
17
28
77
83
85
94
12
29
25
107
31
92
97
29
17
24
44
23
14
16
21
15
24
36
15
95
93
21
10
88
23
25
23
29
29
91
67
88
20
28
25
19
98
17
35
17
18
21
17
88
20
Total
178
?,0?
?,M
177
174
Laurel And Hardv
?04
167
Life of Bi'ev
211
Life With Father
194
Little Bascals
193
Ixuig John Silver
217
182
161
Man Behind The Badge
Man Called X
215
217
Mavor of The Town
206
Mobil Theatre
222
Mr. & Mrs. North
Mr. District Altornev
Mv Hero
216
210
197
Mv Little Margie
Passport To Danger
215
191
Patti Page
Pendulum
193
201
Backet Squad
Bamar Of The Jungle
204
130
209
Ray Milland Show
208
Rev. Oral Roberts
157
173
San Francisco Beat
211
Science Fict Theatre
Search For Adventure
Secret File, U.S. A
Sherlock Holmes
192
189
199
212
Sky King
Soldiers Of fortune
205
224
193
Stories Of Oenturv
196
201
Studio 57
208
189
18 i
Susie
181
178
This Week In Sport-
Victor* At Sea
193
18 )
\\ aterfronl
208
\\ histler. The
215
Wild Bill Hickok
Ynnr Star Showcase
203
175
Pulse did il»' surveying foi these figures during April 1956. Stud) ol
these fit: H " should i» quite helpful to advertisers trying to decide
what show t" buy. ro somi extent, audience composil s affected b)
-•Ioin in which 1 1 1< -v rerun Note popularit) ol westerns among children.
I
156
FALL FACTS BASICS
15.
How well do film reruns do compared with the original ratings?
1
Network film reruns keep 74% of their first-run rating levels
NIELSEN RATING
AV6. MINUTES VIEWED |
0RI6INAL RE-RUN
ORIGINAL RERUN
AVERAGE
30.2%
25.3mins. 22fi 1
22.3
INDEX
(§)
(g)
@
®
■t
COVERAGE
874
88.5
874
88.5
HIGH
54.0
51.9
48.2
48.4
U)W 11.9 7.7
18.6
15.9
AVERAGE AUDIENCE
SHARE OF AUDIENCE '
ORIGINAL RERUN
ORIGINAL RE-RUN
AVERAGE
27.3%
46.5
440 1
INDEX
(WO)
(jod)
18.9
(§)
(§).
COVERAGE
874
88.5
874
88.5
HI6H
48.8
42.2
74.7
75.1
WW 103 5.9
18.1 20.1
1 1
Sielsen's third -ludv of network reruns, reproduced reason i» because summer replacement shows oiler
<
:
t
1
1
1
ilnivc. cip\er~ the
'2 different progra
n the upper left
he percent of boil
' Average audience"
lomes listen i n-i dm
\ hile six-minute at
bare "1 audience
954-55 seasoi
m- that telei
chart "Niels
tes Listening
in the lowei
rag the avera
dience foi r<
for rerun- i!
. Da
ast :
■n n
-ix n
■ left
ic mi
runs
rops
ta i- lia-cd (
36 hi ni rerun
tin;:" refers
inutes <>r mor
chart refers
nute. Note th
drops 267c, tl
onl) '<' Oi
n
■ i
e.
0
it
■ ■
e
less coi
shov - 1 '
"1 ndex"
figures it
consider*
percent
pi ogram
ipetition. Wl
inclusions are
figures in mi<
i each pair of
d as H
if total 1 .S.
of the 22 mea
Lie I
appl
Idle c
bai -.
ill ca
homes
sured
gures
cable to synd
il bars compa
Left bar of «
-c». "(
reached bj
in this study.
to network
icated film.
re audieni e .
■ach pair i-
refei
he ivei
JULY 1956
157
FILM BASICS
16.
How do you convert film minutes to footage (and vice versa) ?
FOOTA
in
35mm
ta:
GE TO T
BLE COP
JVERI
FOOTi
in
16mm
S FILM FO<
1GE TO TIME
3TA<
SETC
T
SOIM
FOOTAi
/ICE VEI
ISA
. in 16mm
, * «
8
1 1
>TIMI
IMETO
IME
*E in 35mnr
■a
.9
1 1
-3
c
o
/
i
o
6
«0
is
5
"3
$
1
8
If
V*
00
.33
Vz
00
00
.80
00
00
33
8
8
1
00
.67
1
tijji
01
.67
00
00
30
12
12
2 •
01
33
2
00
03
33
00
00
.67
16
16
3
00
02
.00
3
00
05
.00
00
01
.00
1 8
24
4
02
.67
4
06
.67
02
3 0
1 8
S
6
7
03
04
04
33
.00
.67
5
6
7
08
10
11
.33
.00
.67
00
CO
00
03
04
05
.00
.00
.00.
4 8
6 0
7 8
1 32
2 16
3 0
8
9
.05
06
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.00
8
9
IrlaH
13
15
HKjIjl
06
07
.00
.00
9 0
10 8
3 24
4 8
10
00
06
37
10
00
16
.67
00
08
.00
12 0
4 32
20
00
13
.33
20
00
33
.33
00
09
.00
13 8
.
5 16
30
00
20
.00
30
00
50
.00
00
10
.00
15 0
6 0
40
00
26
.67
40
01
06
.67
HHtTtJl
20
.00
30 0
12 0
50
00
33
.33
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01
23
.33
00
30
.00
45 0
18 0
60
00
40
.00
60
01
40
.00
00
40
.00
60 0
24 0
70
00
46
.67
70
01
56
.67
00
50
.00
75 0
30 0
80
00
53
33
80
02
13
.33
01
00
90 0
36 0
90
01
00
.00
90
02
30
.00
02
00
.00
180 0
72 0
100
01
06
.67
100
02
46
.67
03
00
.00
270 0
108 0
200
02
13
33
200
05
33
.33
04
00
.00
360 0
144 0
500
05
33
33
500
13
53
.33
05
00
.00
450 0
180 0
600
06
40
.00
600
16
40
.00
06
00
.00
540 0
216 0
700
07
46
.67
700
19
26
.67
07
00
.00
630 0
252 0
800
08
53
33
800
22
13
.33
08
00
.00
720 0
288 0
900
10
00
.00
900
25
00
.00
09
00
.00
810 0
324 0
1000
11
06
.67
1000
27
46
.67
10
00
.00
900 0
360 0
2000
22
13
.33
2000
55
33
.33
20
00
.00
1800 0
720 0
3000
33
20
.00
30
00
.00
2700 0
1080 0
COPYRIGHT 19SS SCREEN GEMS, INC
While th
O-C
experienced in f
lm [i
roductioi
i can
rattle off at th
e drop
of a hat how long it
takes 1,000 feet of 16
mm. li
m to
run
(27
minutes, 46
and two-thirds
seconds)
or how
inn
1, hi
T) f(
>otage is needed for a
20-
secon
d 35
mm. commercial (exactly 30
feet)
, admen i
who have to
handle fil
n prod
uction problems on
y occa
sionalf}
- will find the chart above
helpful.
It
was deveh
>ped by Pel
er Keane
, top
technical man
at Screen Gems and is
based
1 on
standard
rates of ft
m travel in
Lv pi
ojectors.
It enables anyone
to convert lime
into
aim f
ootage
or film
footage
into time
or an\ length
of 16 or
35
mm. film.
\\ here
odd
leng
ill- o
f fil 1
or time are concerned the user
breaks
down the fip
ure into those in
the
chart and then adds
the results together. For
example:
How long wi
II il take 1.657 feet of 35
mm.
film to run?
Vnswer: 1.000 feet runs
11
minute-.
six
and two-thirds second
s; 600 fe
et run- six minutes
and 40
seconds; 50 fet
■t runs
33
ind a
third seconds
: seven
feel
runs
i foul
• and
Iwo-tliinl- seconds; total: 18 minutes
, 24 and
two
■third
s second-. In
the same way time can be
convei
ed into
feet plus frames.
Careful
call
•illation-
are essential in
tv, especially
wit'i
the shori lengths of fi
m used in
commercials. ■
1
158
FALL FACTS BASICS
i
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WBAP-TV
48 RICH
TEXAS COUNTIES
WBAP-TV Land — a luxuriant 53-county area in
North Central Texas and Southern Oklahoma, cen-
tered around two great metropolitan areas, Fort
Worth and Dallas . . . rich in natural resources
and friendly progressive people who have the money
to buy your product. WBAP-TV Land — top in-
dustrial market, busy producing automobiles, air-
craft, work clothes, the latest in women's fashions,
a variety of foods, and countless other articles in
light and heavy industry. WBAP-TV Land — popu-
lated by easy going, informal folks who believe in
doing big things to uphold the tradition of the
biggest state! Southwcsterners like comfort — are
ready to buy what they want.
WBAP-TV Land - NUMBER ONE MARKET
IN THE SOUTH
*
'
WBAP
WBAP-TV 53 COUNTY MARKET TOTALS
POPULATION 2,671,900
FAMILIES .---- 811,400
1955 EFFECTIVE BUYING INCOME
(NET DOLLARS) $4,012,343,000
1955 EFFECTIVE BUYING INCOME
PER FAMILY (NET) .. 3,495
1955 RETAIL SALES 3,188,047,000
FARM POPULATION 397,400
NUMBER OF FARMS 100.934
GROSS FARM INCOME 425,349,000
Source: Soles Management Survey of Buying Power,
May 10, 1956
Standard Rate & Data Service Inc.
May 10, 1956
FORT WORTH & DALLAS
METROPOLITAN MARKETS
CITY GRADE SERVICE
¥V
WBAP-TV is the pioneer station of the
South, serving 53 counties with maximum
power of 100,000 watts on low-band chan-
nel 5 — as powerful as any television station
in the United States. The antenna towering
1.113 feet in the air is strategically located
between the Fort Worth and Dallas sky-
lines. In addition to offering the largest
studio facilities in the Southwest, WBAP-
TV is the only station in the area offering
complete COLOR telecasting facilities.
WBAP-TV delivers top quality programs
from both NBC-TV and ABC-TV Networks
combined, plus outstanding live studio pre-
sentations — including award-winning News
and Weather programs.
*Plus 5 Counties in Oklahoma
IN BOTH CITIES
THE STAR-TELEGRAM STATION • abc-nbc • FORT WORTH, TEXAS
AMON CARTER I AMON CARTER, JR. I HAROLD HOUGH I GEORGE CRANSTON ROY BACUS
Founder Prciident Director Manager | Commercial Manager
PETERS. GRIFFIN WOODWARD. Inc. -National Representatives
160
FALL FACTS BASICS
1956 FALL FACTS BASICS— SECT/0 \
color
--
SURVEY OF 461 STATIONS SHOWS
47% CARRY NET COLOR PROGRAMS
Page Number
Q. How many stations are ready for net and local color? 162
Q. How much must stations invest to set up for color? 163
Q. What are predictions for color set circulation? 164
Q. What are positions of RCA, GE and Philco on color? 164
Q. What does color add to cost of television? 164
Q. What is NBC's minimum cahle charge for color? 164
Q. How much does color add to film costs? 164
Q. Animated and live color commercials — which is cheaper? 164
Reprints irill b«» available at .?©«• each. Quantity prices on request.
Address Sponsor Services, Inc., 10 E. IHth St.. Vcir York 17. V >.
COLOR BASICS
1.
How many stations are ready for net, local color transmission?
Below are the results of a sponsor survey of 461 television
stations which reported their color status to INBC, CBS or
Standard Rate and Data as of June 1956. The breakdown
of color stations by the type of color programing they car-
r\ is: 220 (47' r ) transmit network color shows; 75 (16%)
are equipped to transmit local color slides; 74 (16%)
ARIZ,
ARK,
CAL
COL
CONN,
D,C,
FLA,
GA.
ILL,
Available locally
1
"\
QC
o
-I
o
on
u
Q
—I
a:
O
L^
u.
O
o
a.
cc
u
5
o
O
NET
t-
o
o
>
CALL LETTERS. CITY
AFFILIATION
z
u
u
-J
ALA.
WABT, Birmingham
N-A
X
WBRC-TV, Birmingham
C
X
WTVY, Dothan
c
X
WALA-TV, Mobile
N-A
X
fall '56
WKRG-TV, Mobile
C
X
X
X
_
WCOV-TV, Montgomery
c
X
_
WSFA-TV, Montgomery
N
X
-
Available loc all
KOOL-TV, Phoenix
KVAR, Phoenix
KTVK, Phoenix
x When ABC begins programing
KARK-TV, Little Rock
KTHV, Little Rock
KCMC-TV, Texarkana
KERO-TV, Bakersfield
KHSL-TV, Chico
KJEO-TV, Fresno
KMJ-TV, Fresno
KHI-TV, Los Angeles
KNXT, Los Angeles
KRCA, Los Angeles
KTLA, Hollywood
KSBW-TV, Salinas-Monterey
KBET-TV, Sacramento
KCCC-TV, Sacramento
KCRA-TV, Sacramenio
KFMB-TV, San Diego
KFSD-TV, San Diego
KPIX, San Francisco
KRON-TV, San Francisco
KSAN-TV, San Francisco
KVEC-TV, San Luis Obispo
KEY-T, Santa Barbara
N-C
C-N-A
AC
N
Don Lee
C
N
N
C
A
N
C-A
N
C
N
AC
A-C-N
late '56 late '56
On selected basis
|.in '58
Dec '56
fall '56
Target date fall '56
Aug '56
KKTV, Colorado Springs
KLZ-TV, Denver
C-A
C
early '57 late '57 late '57
x
WCTH-TV, Hartford C
WKNB-TV. New Britain N
WNHC-TV, New Haven A-C
WMAL-TV, Washington
WRC-TV, Washington
WTOP-TV. Washington
When ABC
begins
programing
'56
'56
'56
WJHP-TV, Jacksonville N
WMBR-TV, Jacksonville C
WCBS-TV, Miami N
WTV|, Miami C
WDBO-TV, Orlando A-C-N
WEAR-TV, Pensacola A-C
WFLA-TV, Tampa N
WTVT, Tampa C
WJNO-TV, West Palm Beach N
56
'56
56
local color this summer
Target date Sept '56
WACA TV. Atlanta
WSB-TV, Atlanta
W|Hl Augusta
WDAK TV, Columbus
WRBL-TV, Columbus
WMAZ-TV, Macon
WSAV-TV, Savannah
WTOC-TV, Savannah
C
N
N
N-A
A-C
A-C
N
C
'56
56
'56
late '57
WCIA. Champaign
WBBM-TV, Chicago
WCN-TV, Chicago
WNBQ. Chicago
WEEK TV, Peoria
WTVH, Peoria
KHQA-TV, Quincy
WCEM TV, Quincy
WREX-TV, Rockford
WTVO, Rockford
C-N
C
M
N
N
C-A
C
N-A
C-A
N
Experimental color only
CALL LETTERS, CITY
NET C
AFFILIATION Z
!ND,
WIN-T, Fort Wayne C-A
WKJC-TV, Fort Wayne N
WFBM-TV, Indianapolis N
WFAM-TV, Lafayette
WLBC-TV, Muncie A-C-N
WNDU-TV, South Bend N
WSBT-TV, South Bend C
WTHI-TV, Terre Haute C
This summer
IOWA
WMT-TV, Cedar Rapids C
WOC-TV, Davenport N
KRNT-TV, Des Moines C
WHO-TV, Des Moines N
WOI-TV, Ames A
KQTV, Fort Dodge N
KTIV, Sioux City N
KVTV, Sioux City A-C
KWWL-TV, Waterloo N
Aug '56 Aug '56
'56 '56
KANS,
WIBW-TV, Topeka
KARD-TV, Wichita
KTVH, Hutchinson
A-C
N
C
KY.
WAVE-TV, Louisville
WHAS-TV, Louisville
LA,
WBRZ, Baton Rouge N-A
KPLC-TV, Lake Charles N-A
KNOE-TV, Monroe C-N-A
WDSU-TV, New Orleans N-A-C
KSLA, Shreveport C-A
KTBS-TV, Shreveport N
ME.
WABI-TV, Bangor
W-TWO, Bangor
WCSH-TV, Portland
WCAN-TV, Portland
N-A
C
N
C
'56
MD.
WBAL-TV, Baltimore
WMAR-TV, Baltimore
WBOC-TV, Salisbury
N
C
A-C
MASS.
WBZ-TV, Boston
WNAC-TV, Boston
WHYN-TV, Springfield
WWLP, Springfield
Dec '56
MICH.
WJBK-TV, Detroit C
WW|-TV, Detroit N
WKZO-TV, Kalamazoo C-A
WOOD-TV, Crand Rapids N
WJIM-TV, Lansing A-C-N
WKNX-TV, Saginaw-Bay City C-A
KSTP-TV, St. Paul
WCCO-TV, Minneapolis
KROC-TV, Rochester
x
X
Feb '57
x
Feb '57
MISS.
WCBI-TV, Columbus
WJTV, Jackson
WLBT, lackson
N-C
C-A
N
Target date mid '57
MO,
KFVS-TV, Cape Ciradcau C
KRCC-TV, Jefferson City C
KSWM-TV, Joplin C
KCMO TV. Kansas City C
WDAF-TV, Kansas City N
KSD-TV. St. Louis N
KWK-TV. St. Louis C
KTTS-TV, Springfield C
KYTV. Springfield N
NEB,
KOLN-TV. Lincoln
KMTV, Omaha
WOW-TV. Omaha
C-A
N-A
C
16?
FALL FACTS BASICS
can program color film; 29 (6'« I live local programing.
Not included in the figures below are those stations
which reported that they would begin telecasting in color
by July but had not actually done so at presstime.
As would be expected the progress which a station makes
in converting to color depends on its ability to purchase
color equipment. Network color can be received for an in-
vestment of from 12 to $15,000. For a station to program
color slides and film locally it must spend from $60 to
>i 0,000. 'Ihi- has been one deterrent to col
\\ NBQ, ( In. ago. remains tin- onl) station in the country
that is programing color shows around the broadcas
clock. As yel NBC has nol announced further plans
converting an) other owned and operated stations to full
time color though other o-&-o's are expected to go all color.
More color programing is undoubtcdh the ke\ to more
color set sales and increased set sales will, in turn, make
4_ color a tv factor to be reckoned with by spons
Available locally
t
a:
O
_i
o
l/l
u
Q
5
cc
_j
o
X
CL
M
Li-
o
o
5
tt
tt
o
O
O
CALL LETTERS. CITY
NET
AFFILIATION
i-
z
O
u
o
>
' KLRJ-TV, Las Vegas
i
N-A
X
Jul '57
Dec '58
KOAT-TV, Albuquerque A
KOB-TV, Albuquerque N
KSWS-TV, Roswell N-C-A
Target date Sept '56
'56
WCDA, Albany C-A
WRCB, Schnectady N
WNBF-TV, Binghamton C-N-A
WBEN-TV, Buffalo C
WBUF-TV. Buffalo N
WCR-TV. Buffalo N
WCBS-TV, New York City C
WRCA-TV, New York City N
WHAM-TV, Rochester N
WHEC-TV. Rochester C
WVET-TV, Rochester C
WHEN-TV, Syracuse C
WSYR-TV, Syracuse N
WKTV. Troy N
Target date for color Jan '57
x Jun '57 Jun '57 Oct 57
R, I,
Target date '56
WLOS-TV. Ashville A
WBTV, Charlotte N
WFLB, Fayetteville N
WFMY-TV, Creensboro C
WSIS-TV, Winston-Salem N
WNCT, Greenville C
WNAO-TV, Raleigh C
WTVD, Raleigh N-A
WITN, Washington N
Oct '56 Oct '56 Dec '56
WDAY-TV, Fargo N-A
KNOX-TV, Crand Forks N
KCJB-TV, Minot C-N-A
KXJB-TV. Valley City C
Target date '56
Jan '56
WKRC-TV, Cincinnati C
WLW-TV, Cincinnati N
KYW-TV, Cleveland N
WEWS, Cleveland A
WJW-TV, Cleveland C
WBNS-TV, Columbus C
WLW-C, Columbus N
WHIO-TV, Dayton C
WLW-D. Dayton N
WSPD-TV, Toledo C-A-N
WFMJ-TV, Youngstown N
WKBN-TV, Youngstown C
WHIZ-TV. Zancsville N
target date Oct '56
UTAH
target date '56
KTEN. Ada A
KWTV, Oklahoma City C
WKY-TV. Oklahoma City N
KVOO-TV, Tulsa N
This year
Oct '56
KVAL-TV, Eugene
KBES-TV, Medford
KPTV. Portland
N-A
C-N-A
N
'56
Aug '56
WLEV-TV, Bethlehem
WICU, Erie
WSEE-TV, Erie
WJAC-TV, Johnstown
WCAL-TV, Lancaster
WCAU-TV, Philadelphia
WFIL-TV. Philadelphia
WRCV-TV, Philadelphia
KDKA-TV. Pittsburgh
WBRE-TV, Wilkes-Barre
WCBI-TV, Wilkes-Barre
WILK-TV, Wilkes-Barre
WNOW-TV, York
N
N
C
C-N
N-C
C
A
N
N
N
c
A
'56
Late '56
Jan '57
VA.
Available locally
CALL LETTERS. CITY
NET
AFFILIATION
WJAR-TV. Providence
N-A
fall '56 fall '56
^ p
WAIM-TV, Anderson
C
O. bi
WCSC-TV, Charleston
C-A
WU?N-TV, Charleston
N-A
WIS-TV, Columbia
N
WBTW, Florence
N
WFBC, Greenville
N
TENN.
WDEF-TV, Chattanooga
WATE-TV. Knoxville
C-A
N-A
WMCT, Memphis
N
WREC-TV, Memphis
C
WLAC-TV, Nashville
C
WSM-TV, Nashville
N
TEX.
KPAR-TV, Abilene
C
KFDA-TV. Amarillo
C-A
KCNC-TV, Amarillo
N
KTBC-TV, Austin
C-N-A
KRLD-TV, Dallas
C
WFAA-TV, Dallas
N
KROD-TV, El Paso
C
KTSM-TV, El Paso
N
WBAP-TV, Fort Worth
N-A
KCUL-TV, Calveston
C
KPRC-TV, Houston
N
KTRK-TV, Houston
A
KCBD-TV, Lubbock
N-A
KDUB-TV, Lubbock
C
KMID-TV, Midland
N-A
KENS-TV, San Antonio
C-A
WOAI-TV, San Antonio
N-A
KCEN-TV, Temple
N
KWTX-TV, Waco
A-C
KFDX-TV, Wichita
N-A
KSYD-TV, Wichita
C
Dec '56 Dec '56 Dec '57
Sept '56 Sept '56 Feb '57
x x Sept '56
Summer '56
Jul '56 Jul '56 Jan '57
KSL-TV, Salt Lake City
KTVT, Salt Lake City
WTAR-TV, Norfolk
WVEC-TV. Norfolk
WTVR, Richmond
WRVA-TV, Richmond
WXEX-TV, Richmond
WDBJ-TV, Roanoke
WSLS-TV, Roanoke
C-A
N
AC
C
N
C
N
WASH.
KVOS-TV. Bellingham C
KEPR-TV, Pasco C
KINC-TV, Seattle A
KOMO-TV. Seattle N
KTNT-TV, Tacoma C
KHQ-TV. Spokane N
KREM-TV, Spokane
KXLY-TV, Spok3ne C
KIMA-TV, Yakima C-N-A
Jul '56
Fall '56
x Nov '56
target date fall '56
W.VA.
WHIS-TV, Blucfield N
WCHS-TV, Charleston C
WHTN-TV, Huntington A
WSAZ-TV, Huntington N
WTAP-TV, Parkersburg N-A-C
WTRF-TV, Wheeling N
x x x X
fall '56
x Dec '56 Dec '56 Dec '56
WIS.
WEAU-TV. Eau Claire N-A
WBAY-TV, Crcen Bay C
WMBV-TV, Creen Bay N
WKOW-TV. Madison C
WMTV, Madison A-N
WTMJ-TV. Milwaukee N
WXIX, Milwaukee C
Late '56
Oct '56
JULY 1956
163
COLOR BASICS
2.
r
What are predictions for the growth of color set circulation?
RCA Robert Seidel. RCA's \.|>. in charge of consumer products, said that 1>\ Christmas RCA's sales goal
of over 200,000 sets sold in 1956 may well be realized with distributors in short supply. "'Our market
surveys, says Seidel, ''show that there are nearly one million persons who are reads and able to bin a
color television set lor $495.. For RCA color is off the ground.
GENERAL ELECTRIC— Earlier this year G.E. v. p. \Y. R. G. Baker, recently elected president of RETMA.
forecast around 150.000 color sets would be sold in 1956; 850.000 in 1957. G.E. tv sales manager, Joseph
Effinger, sa\s. "1956 is the year when color tv should be established.
PHILCO — Larry Ir. Hardy, Philco v. p.. told a June convention of distributors that his company "does not
believe color will take hold this fall. ' With nine color models ready for production he discouraged sales
of any but present stock. Philco .- position appears to be a "wait-and-see."
3.
What does color add to the cost of television?
LOCAL: To date six color stations base issued special rates for color programing. In most cases the
color rates add a flat 10 to 30$ t<> the black-and-white price. Most of the remaining color stations sim-
|il\ charge the regular rale plus the cost of special color facilities. A few make no extra charge.
NETWORK: NBC's added charges for the use of the color cable run $2,400 for an hour: S1.200 for a
half hour: and $600 for a quarter hour. The minimum cable (barge for color is $400. CBS has not
yel set up any color rales and does not charge extra for color programing.
FILM: Syndicated color film costs range from 25 to 40$ higher than the costs for black-and-white. In
some instances an added cost of $170 has been tagged on for each half-hour color print.
COMMERCIALS: Live action or stop-motion commercials when run in color cost 25 to ■">.">', more than
black-and-white commercials whereas animation is onlj IV, above the cos! oi black-and-white. Part of
the increased cost of color commercials results from the reshooting and added rehearsal time needed to
obtain jusl the right angle- and the correct coloring.
164
FALL FACTS BASICS
OPEN LETTER
to Neil H. McElroy, President of Procter £r Gamble, Cincinnati
Dear Mr. McElroy :
According to our records, your investment in tv and radio ad-
vertising during 1955 exceeded $58,000,000.
Ten years ago it was $18,000,000; five years ago $29,000,000.
This year you will probably top $65,000,000.
P 6c G is a topflight leader in this decade of great business
expansion, and one of the benchmarks of your leadership is the
unparalleled faith that you and your associates have invested in the
tv and radio media. Long ago you proved that radio advertising,
properly used, had a unique ability to move goods. You employed
it to the fullest. When television came along you moved fast, har-
nessing its power to the job of matching ever-expanding production
with ever-expanding sales.
Last year SPONSOR, in a series of articles on P & G, reported
in detail on your use of the air media. In our opinion, the man-
power, organization, initiative, analysis, and plain hard work that
you put behind them is second to none.
No doubt about it, tv and radio are vital to P & G.
And SPONSOR (the magazine that tv and radio advertisers use)
has been proud to tie in with your progress by providing you and
many of your key advertising and sales executives with an excep-
tionally valuable trade paper service.
But we're not satisfied with our sen ice to P & G. Far from it.
Like P & G, SPONSOR'S growth has been marked by an alert an-
ticipation of the trends and needs of the field it serves. However, we
feel that our present bi-weekly formula does not permit us to go tar
enough.
We should like to be able to make the big claim and the big
JULY 1956 165
(continued) OPEN LETTER to Neil H. McElroy, President of Procter & Gamble, Cincinnati
promise — namely, that SPONSOR will, with each issue, give you a full wrap-
up in depth of the up-to-date essentials in tv and radio advertising. What we're
talking about is a single trade paper service so complete and so essential that
you and your associates will be able to keep fully posted.
What this would mean to you is that one hour per issue with SPONSOR
would give you a briefing and evaluation that will keep you abreast of the ad
media on which you rely heavily for progress.
What this would mean to us is that despite your staggering personal sched-
ule, including such diversifications as budgeting, financing, legal matters, ex-
pansion, new product development, you would find it economical to rely on
SPONSOR for your tv and radio perspective.
Your advertising and sales personnel, too, would cheer the reading econo-
mies and greater value that such a trade paper would bring. For one of the
most worrisome problems confronting the conscientious executive today is his
inability to keep pace with his trade paper reading. He can't find time to read
them all. He may be on the routing list for eight, subscribe to four, read two,
absorb one --and worry because he doesn't know whether he has captured the
essentials.
Is it possible to publish a SPONSOR that gives you everything you want
in one tv and radio publication?
With our present bi-weekly formula, we think no.
With a weekly SPONSOR, we think yes.
We reason this way. No bi-weekly can fully cope with the meteoric hap-
penings of our industry. Even the best job of evaluation, interpretation and
reporting falls short of being a complete wrap-up on an alternate-week basis.
SPONSOR has had marked success with its formula of use articles and high-
light news; but we would be foolish to contend that this represents the full
sen ice you need to keep posted.
Only the regularity and timeliness of a weekly will permit a complete tv/
radio advertising service for you and thousands of others of our country.
So, SPONSOR is going weekly 2 November 1956, just as we begin our
second decade of publication. And on 2 November we are promising you what
\\ e have never promised before --a new concept in broadcast trade paper serv-
ice, a complete wrap-up in depth for busy air-minded executives.
166 FALL FACTS BASICS
We've mulled this move for a long time. We've felt the pulse of the in-
dustry. We've set a straight course. We've planned carefully. We're confident in
our decision. In addition, we're imbued with a deep-down desire to render the
best trade paper service ever.
Here are some of the components you will find in the weekly SPONSOR:
1. An improved format, modern type-faces, faster-reading articles, crisper-
looking pages, but the same identifiable SPONSOR with the same high use
quotient.
2. A significant new department of essential interpretive news and news
trends in depth. We can reveal this much at this time — a separate, skilled staff
of news analysts will handle it; we won't compete with other news magazines
of our field; we won't cover the waterfront, but we will give you everything you need
to know.
3. Useful, readable and idea-provoking departments, some old, some new.
4. A brand new concept which should make our back-of-the-book pages
among the best read.
5. More emphasis on film, tv and radio commercials, trends, basic prob-
lems. More perspective on other media. More leg-work. More interest in the
country at large.
We think we can count on your regular readership, Mr. McElroy, because
the new weekly SPONSOR will give you :
1. Essential Reading (and only the essentials).
2. Useful Reading (in line with our fried and true formula).
3. Easy Reading {as easy-to-read as Life, SEP or The New Yorker).
4. Fast Reading (all you need to know in capsule-style, plus article
reading if you have the time and inclination).
In other words, a complete weekly wrap-up in depth for busy executives.
Look for the new weekly SPONSOR on 2 November.
Sincerely,
Publisher
JULY 1956 167
168
FALL FACTS BASICS
7956 FALL FACTS BASICS— SECTION
SPOT
More clients are returning to radio and buying patterns are chang-
ing. The trend toward short flurries of saturations popular last fall
has given way to longer term schedules, from 13- to 52-weeks.
Clients look for cumulative audiences, buy more spread. Starts page 170
Purchase of segment-, participations and announcements in network shows
is even more marked this year. Webs are revamping program structures to
accommodate the smaller-budget buyer a- well a- the blue-chip accounts
who try to reach the total audience with frequenc) . Coverage starts page 198
bPUl KAUIU Basic, not booster medium
novi
Clients buy longer saturations, use creative commercials with more musical underscores
Availabilities
Q. Does the rush into early-
morning radio continue?
A. Many timebuyers and clients both
feel that the differences between early-
morning radio and other time periods
ha\e evened up considerably because
of the ligbt morning situation.
"Early morning does continue big,"
a Kudner Inner told sponsor. "But
it has gotten so tight in many markets
that clients were forced into alternate
periods. And often they've found that
their ratings on a cumulative basis
were not much lower than early-morn-
ing ratings. And the ratings tend to
be offset b\ the fact that early evening
in daytime commercials, for example,
don't have to fight so hard for listener
attention."
With the emphasis upon big satura-
tion buys, time periods downplayed in
radio during the past few years are
getting more attention.
"Today there's more interest in the
9:00 a.m. to noon period," says Art
Pardoll. FC&B director of broadcast
media, "because it's usually the pre-
shopping time and tends to reach wom-
en at the psychologically appropriate
moment. This part of the radio day
has slipped since 1951, but may gain
strength now."
Q. How are buyers getting the
choicest radio availabilities?
A. As early-morning and early-eve-
ning time has become harder to clear
in radio, clients and timebuvers have
had to reconsider their buying ap-
proaches. A number of new trends are
emerging for fall :
The greater the saturation the time-
buyer can order, the better, of course,
is his chance for clearing the peak lis-
tening hours. Two trends exist side by
side today — greater frequency in an-
nouncements used and longer-term con-
tracts. Where short flurries of heavy
saturations were the 1955 trend, con-
tracts tend to be placed on a longer
basis today. It's no longer rare to see
52-week spot radio contracts, clearly
designed to establish time franchises.
"Agencies found the 'in and out' ap-
proach too expensive," as one J. Walter
Thompson buyer phrased it. "This
year there's a tendency to go in and
stay. With the number of saturations
in radio, short-term campaigns don t
seem to build up the momentum re-
quired this year. There'll be some
li-i-tan
:M
RANGE OF RADIO'S USE VARIES FROM LOW-COST SEU
Shell Oil Co.
J, Walter Thompson
Radio's mission: Avoid stretching budget too thin
with more expensive spot tv, gain local imparl
Client's method: Shell concentrates on 5- and 10
minute public service shows in 61 "I it- lu-a\\
markets. Shows are news, weather and traffic reports,
supplemented foi special promotions or holiday
weekends with short-term announcement saturations
Radio results: Division managers keep close tabs on
radio effort, which represents K)$ of air budget,
report on its effectiveness in sales and cosl per-1,000,
Shell i- associated with community service
Nestle Co.
Bryan Houston
Radio's mission: In fall 1954, it was to relieve
Nescafe slumping sales against competition in Ohio
Client's method: Nescafe plunged $150,000 into a
200 weekl) test in Cincinanti, Ohio, developed pattern
of 2-week flurries of up to 230 announcements
weekl) per market. On thai pattern, it went in and
out nt trouble markets where sales lagged
Radio results: Within months, downward trend in
Ohio was stopped, share of market increased, dollar
volume up ovei previous year. Nescafe also sold in
I
quick flurries of announcement!! still,
but these will be for special promotions
and on top of the regular schedules."
While some products like Esso's
Essotane still go in for big flurries of
two weeks followed by a hiatus, most
radio advertisers today buy saturations
on longer-term basis. Saturation in
today's parlance usually mean a mini-
mum of 20 announcements weekly per
station. But you can find widely vary-
ing definitions of saturation among
both buyers and sellers of time.
Client attitude
Q. Is radio tough to sell to the
advertising client?
A. Not at all, say top agency media
men. "More thought is being given to
radio this year than at any time since
the advent of tv," says Jerry Sprague,
Cunningham & Walsh media buyer.
The trends, begun last year, have
continued into 1956, with particular
emphasis upon separate budgets for
ladio and tv. "Clients no longer lump
the two together in their appropria-
tions," a Y&R media executive told
SPONSOR. "Radio is recognized as a
medium that has a certain part to play
in fulfilling the marketing aims of a
particular advertiser. And there's no
longer the feeling that one must cut
corners in radio to have more money
for tv."
While tv budgets tend to be kept
strictly apart from radio budgets, the
copy themes have been merging in
some cases. There's a real effort being
made today to use spot tv and spot ra-
dio to compliment each other. For
example, an advertiser might use tv
I.D.'s as attention-getters and back
them up with a barrage of minute an-
nouncements in radio that do a prod-
uct-selling job.
Reps are particularly aware of the
change in client and agency attitude.
As the head of a network radio spot
sales firm put it to sponsor recently:
"We're not fighting for the same
dollars that television is, as we were
a year ago. Advertisers these days
aren't taking away radio money and
throwing it into tv. They have a
healthy attitude toward spot radio, and
television can take a big share of tin-
credit. Advertisers are thinking big,
which they didn't before t\. Today,
they're putting a whale of a lot more
money into all their advertising.
Q. Are some advertisers switch-
ing from tv to spot radio?
A. 'Ibis has happened in a aumbei
"I <ases, reflecting the greater confi-
dence in lailio's ability to carry basic
marketing objectives.
Best Foods' Nucoa margarine con-
verted tv dollars into radio toward the
end of 1955 for a saturation test in
Los Angeles. The brief radio satura-
tion is said to have raised Nucoa's
share of market from 60 to 15r/( . Now
the margarine is in several major mar-
kets with as man} as 45 announce-
ments on each of three or four stations
per market (via Dancer-f 'itzgerald-
Sample) .
Kiwi shoe polish (via Street & Fin-
ney) also recently reduced it- spot tv
expenditure for the purpose of adding
a saturation radio campaign in most of
its markets. In New York, Levy Bread
(through Doyle, Dane & Bernbach)
dropped spot tv in favor of spot radio.
(Please turn to page 174)
OMPLETE MARKETING JOB AS THESE CASES SHOW
White Rock Corp, MacManus, John & Adams
Contadina
Brisacher, Wneeler & Staff
Radio's mission: Increase White Rock's share of
\' u York market, increase over-all sales, add botih i-
Client's method: White Rock put over 50% of
$750,000 budget into spot radio, rotating products
seasonally in 5 to 200 announcements weeklj per
market, depending upon consumer luliit-. Jingles
followed with hard-sell by Psyche
Radio results: N. Y. budget, set according to -ales.
increased by third for '56. White Rock ha- good,
bard-to-get shelf -pace in supers. Radio pulled mure
responses to White Rock's self-liquidating ofler-
than anv other medium
Radio's mission: Hold Contadina Tomato Paste's No. 1
shell position, protect it- distribution, pre-sell for
fall h\ keeping bra in women's minds
Client's mctho-l: < ontadina decided i" dominate
radio, with M I in a fall 9-week au<l spt
l saturati >n in 9 marki ts announi ements
malilies
Radio results: < ontadina brokers, along with radio
stations, got more in slot '• ion than thej could
usi 1 isti ii '- wrote in Conts Una jingle. Sales
, limbed against two lough competitors
*
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Individual
Title
Station
*
Address
City
Zone
State
SPOT RADIO (continued)
Buying trends
Q. Who are the advertisers buy-
ing spot radio in 7956?
A. Major national spot radio clients
currently run the gamut from cigarettes
to coffee to automotive* and soaps.
The trend among national blue-chip
accounts this spring and for fall has
been to increase spot radio budgets.
\ SPONSOR survey among national
representatives pegs the following ad-
vertisers as among the current top
spenders in the medium: Lever Bros.
for Pepsodent and Whisk especially:
Fels Naptha; Lucky Strike; Philip
Morris; R. J. Reynolds for Winston
particularly; General Foods, particu-
larly for Maxwell House; the major
airlines; Texaco; Shell.
Major regional advertisers who're
using the medium to push distribution
are one important group buying spot
ladio for summer and fall 1956. Local
advertisers continue heavy in radio. In
Whirtver there's
WPDO'i Mobile
puts your WPDQ radio
campaign right at the
POINT OF SALE
Here's a new and powerful sales
booster you can employ in the rich
Jacksonville, Florida market.
DRAW CROWDS — for
sampling, for on-air inter-
views, for merchandising
events. BUILD GOODWILL
with dealers, wholesalers,
customers. ADD EXTRA
SALES PUNCH to regular
radio schedule at small cost.
Call Venard, Rintoul & Mc-
Connell or James S. Ayres
(Southeast) for complete
information and rates on
Radio ACTIVE Merchan-
dising.
Point of Sole Merthonditing with Slorlling Impact!
5000 WATTS
600 KC
Jacksonville's most powerful radio voice
many instances such clients carved out
valuable time franchises for themselves
during the years when national adver-
tisers cut their radio budgets and con-
tribute to clearance difficulties national
advertisers experience in the most-
sought-after periods.
Main of these local advertisers have
hi <>un into regional distributors with
the help of spot radio. Chock Full o"
Nuts (through Grey Advertising), for
example, started in New York City with
saturation radio and is now building
stature in New Fngland using its tested
spot radio and spot tv techniques.)
Q. Why are major advertisers
buying spot radio this year?
A. The reasons for fall as in the sea-
son just past run the gamut of market-
ing objectives: (1) to sell products to
consumers; (2) to support trade and
retailer promotions; (3) to push dis-
tribution; (4) to solve local sales or
i ompetitive problems; (5) to back up
expensive national tv efforts; (6) to
get rapid product identification; (7)
to introduce new products or new uses
of products.
The essential difference in clients' ap-
proach to spot radio this year as com-
pared with previous years is the varie-
ty of problems the medium is called
upon to solve. Where radio was con-
sidered mainly a "booster medium" as
ittle as 12 to 18 months ago, there's
now more acceptance of the medium's
importance in fulfilling major market-
ing aims.
Nescafe, for example, tested satura-
tions (100 announcements weekly) in
WLW. Cincinnati, a year ago fall, saw
a declining sales curve pick up against
a major competitive push, and cur-
rently goes in and out of 200 markets
with massive buys as local sales prob-
lems occur.
Oil companies have continuously
bought spot radio, both announcements
and programing, for the immediacy
and local nature of the impact. A Shell
Oil advertising executive told SPONSOR,
"\\ e prefer a blanket of heavy radio to
limited tv." Like all automotive adver-
tisers, the oil companies are interested
in frequent and localized impact "that
rifles with the buyer to the local point-
of-sale."
Many supermarket-distributed prod-
ucts use spot radio to get distribution
and shelf space both. Typical case in
point is White Rock Corp., which fights
the battle of too many brands. "Con-
174
FALL FACTS BASICS
■
From a pre Mid Coi I DGY
is now solidly in the 20'b — with :i
24.09? all-day average daytime
Hooper.* -and rising all the time.
From a dismal 8th in January WDGY
is now a cleai
of station #3 . . . 228'
tation #4 . . . 267$ ahead of"
station ^ .".
Now WDGY lias more audience all day
than the next thret stations combined!
WDG v< n is up 93% over
lie.**
It's M id ( lontinenl music, news, ideas
at work attracting new dialers daily
and l:< < ping them.
Timebuyers are buying WDGY,
gi tting results, too.
WDGY has momentum. Spend a
moment or two with General Manager
Steve Labunski — or an
A\ery-Knodel man.
*MuyJune, 1950, 7 a.m. -6 p.m., ifon.-Sal.
March, ;.'/.5«, r, a.m. -6 p.m., ifon.-Fri.
m
e chatvgeA
n I «*?°
... of k* •
WDGY
Minneapolis-St. Paul
50,000 watts — and almost perfect-circle daytime coverage
WDGY, Minneapolis-St. Paul
Represented by
Avery-Knodel, Inc.
CONTINENT BROADCASTING COMPANY
"The Storz Stations" — President: Todd Storz
KOWH, Omaha
Represented by
H-R Reps, Inc.
WHB, Kansas City
Represented by
John Blair & Co.
WTIX, New Orleans WQAM,* Miami
Represented by Represented by
Adam J. Young, Jr. John Blair & Co.
mTran»fer Sub/ret to f'Ct. Approval
JULY 1956
175
SPOT RADIO (continued)
sumer demand is the surest way to get
good supermarket and other retailer
shelf space," says MacManus, John &
Adams v.p. and account supervisor,
Cal J. McCarthy, Jr. "That's why we
lean hea\ ilv on saturation spot adver-
tising" Over :><>', of White Rock's
$750,000 budget for 1956 is scheduled
for radio announcements, building to
peak summer schedules of 200 weekly.
Contadina Tomato Paste parlayed a
8400,000 spot radio budget into a na-
tional trademark with a 15-week cam-
paign. The firm needed to maintain
its shelf position in existing retail out-
I. I-. protect it- distribution and sell to
< onsumers. "We decided to take one
medium and dominate it as far as to-
mato paste brands were concerned,"
said Walton Purdom, executive v.p. of
Brisacher, Wheeler & Staff, San Fran-
cisco.
Campbell Soup went into spot radio
past fall at BBDO's recommendation to
get into hard-to-reach rural areas in
the South and Southwest with the
maximum frequency. Major appeal
that sold Campbell Soup on 26-week
campaign in over 60 markets was low-
cost coverage of tough-to-get-areas."
Business outlook
Q. Whet volume of business is
predicted for 7956?
A. Here answers vary considerably.
Some national reps have noted a sharp
rise in volume during the first quarter
of 1956 over the comparable period in
1955. The boom that began in fall
1955 has not only not let up but has
gathered momentum since then.
Timebuyers evaluate radio's growth
more conservatively, though the con-
census is that 1956 will be the besl
year for spot radio since the advent of
tv. However, buyers point to two
trends in spot radio that may restrict
the scope ill its l').~>() growth :
1. Old accounts coming back into
the medium are offset by other ac-
counts leaving. While certain national
advertisers have carved out time fran-
chises for themselves in radio, smaller
national and regional accounts still
tend to be in a state of flux where ra-
dio is concerned.
2. The heaviest saturations are con-
centrated in major metropolitan mar-
kets, and some of the smaller markets
tend to be isrnored.
Commercials
Q. What trends in radio copy-
writing are apparent in 7956?
A. More copywriters are finding ra-
dio commercials a challenge again.
Radio writing is not so often sloughed
off as it had frequently been in the
recent past.
In their attempt to make commer-
cials sound more distinctive, copy-
writers are turning increasingly to
characterizations rather than mere an-
nouncing of words. This trend i- a
corollary to the stress on "personality
selling' in radio. In other words, even
when commercials aren't to be de-
livered by local personalities in local
participation shows, clients and agen-
AN ABC-NBC AFFILIATE ONE OF THE BIG SIX FORJOE REPRESENTED STATIONS OF WASHINGTON
176
FALL FACTS BASICS
WTIC
by Every Measurement
A GREAT RADIO STATION
Measure of a Great
Radio Station
REPRESENTED NATIONALLY BY
THE HENRY I. CHRISTAL CO., INC.
NEW YORK * BOSTON * CHICAGO
DETROIT * SAN FRANCISCO
on
JULY 1956
177
SPOT RADIO (continued)
cies still seek a "personalized" or per-
haps "individualized"" approach to the
commercials.
For example Y&R copywriter Ed
Graham Jr. created "Bert and Harry,"
the Piel Brother-, hecause he wanted
his two characters to come across "ra-
dio-visually" \\itlmut pictures as on tv.
Huh and l!a\ act as the two Piel
Brothers, and have been selling the
product for many months now.
Other noticeable trends in radio copy
this year are longer jingles, more and
different uses of music (such as musi-
cal trademarks I and more production
values per commercial.'
Q. Are any tv or print campaigns
growing out of spot radio cam-
paigns and copy themes?
A. For the first time in some years —
yes. There are instances when radio
copy provided the basic idea for a
whole campaign. This fact is the result
of a trend toward punchier, more crea-
tive, more memorable radio commer-
cials. The Pepsodent theme, for ex-
The SUCCESS of ANY ADVERTISING CAMPAIGN
IS BASED UPON RESULTS ACHIEVED'
WHEN A PROGRAM BRINGS IN
137,728 VOTES
MADE UP OF LABELS FROM A CLIENTS' PRODUCTS,
AND REGISTERS A 37% INCREASE IN RESPONSE OVER
THE PREVIOUS YEAR'S CONTEST —
- BROTHER, THAT'S GETTING RESULTS'
PROGRAM: "SO YOU WANT TO BE A DISC JOCKEY"
FEATURING: ENTRANTS FROM SPRINGFIELD AREA HIGH SCHOOLS
TIME: 4:00 TO 4:30 P.M.. MONDAY THROUGH FRIDAY
SPONSOR: PEGWILL PACKING COMPANY
ANOTHER WMAY SUCCESS STORY, BASED UPON RESULTS
WMAY
lie
SPRINGFIELD, ILLINOIS
REPRESENTED NATIONALLY BY JOHN E. PEARSON COMPANY
ample, which is now in all media, was
originally an audio theme: "You'll
wonder where the yellow went when
you brush your teeth with Pepsodent."
Terri Macri of KC&B who wrote the
theme hadn't thought of it for only
one medium, since most FC&B copy-
writers write for all media. But one
of the major factors in favor of the
theme was its audio appeal.
The "Bert and flam" Piel commer-
cial were originally written just for
radio, but when they proved to be a
big success, Y&R commissioned UPA
to make film commercials for tv based
on the same characters.
Transcribed shows
Q. What's new in the transcribed
radio program field?
A. According to both dollar figures
and opinions of three transcription
services, business progressively gets
better. A. B. Sambrook, manager of
RCA Recorded Program Services,
notes that station trend toward block
programing is aiding sales for that or-
ganization. Ben Philley, general man-
ager of F. W. Ziv Co.. states that dur-
ing the first six months of 1956, Ziv
radio sales topped those of the same
1955 period by 47rv. Harry S. Good-
man, president of Harry S. Goodman
Productions, told sponsor that "in the
first three months of 1050. we did as
much business as we did throughout
1955."
Ziv Radio observes that many out-
lets purchasing the open-end program
packages are slotting the shows in ver-
tical blocks on weekends and in hori-
zontal strips on weekdays. Programs
Uvome spol can iei - thai pro> ide th(
cumulative audience penetration adver-
tisers want. The block programing
trend, notes Ben Philley, usually goes
into play from 8:00 p.m., at a time
when the networks used to program
drama. Among the programs distrib-
uted to its subscribers are: Cisco Kid.
Boston Blackie, I Was A Communist
jar the FBI. Bright Star, Freedom
U.S.A., Movietown Radio Theatre, Mr.
District Attorney, and Dorothy and
Dick.
Phillej also points to tin- fact thai
man) of the programs mentioned
178
FALL FACTS BASICS
overige
Thousands of square miles — 190 eon n ties in 5 states — 2l/\ mil lion
people — 660,950 families with radios, 98% penetration — and
most of those radios, most of the time, are tuned to
WNAX-570
The most effective and economical media buy to cover all of rich Bier
Aggie Land* where TV means 'Taint Visible — one of the more
important markets in the U.S., ranks 6th in effective buying power.
Call your Katz man.
(All right) so we can't spell. But a lot of people with
a lot of money to spend sure listen to our radio station.)
•
IIC AGGIE LAND
WNAX-570 YANKTON, SOUTH DAKOTA
CBS Radio. A Cowles Station. Under the same manage-
ment as KVTV, Channel 9, Sioux City, Iowa. Don D.
Sullivan, Advertising Director.
JULY 1956
179
SPOT RADIO (continued)
above are used in direct competition
to daytime serials, at times in the after-
noon previousl) considered "soap op-
era" slots.
Ziv Radio points to two additional
trends among it- subscribers: the up-
surge in use of "name talent" devices
and increase in service aids. The lat-
ter includes publicit) material, on-the-
air promotion, ad mats, point-of-sale
material, posters and carcards. In
1956, all branches of Ziv budgeted a
total of $800,000 for these station and
sponsor services.
Hi \ Recorded Program Services
notes increased sales of e.t.'s revolving
about m\stery theme>. Mnong these
are Weird Circle and Haunting Hour.
Mm) on the sales upswing are daytime
serials, such as Aunt Mary i now co-op
on 23 CBS outlets I and Dr. Paul,
which are in a total of 60 and 50 mar-
ket- respectively. "The reason for in-
creased sales," says A. B. Sambrook,
"is probably that many stations are
now running these series across-the-
board and in blocks because such net-
work service is limited."
mill H
, _
■ >■■■«■ i MW»lH»
FOR THE BEST MUSIC ON THE AIR
__
NOW 50,000 WATTS • DIAL 1560
the Radio Station of The New Yr.'. • 79 West 43rd Stieet New York 36 N Y Uckawanna 4 1 100
Program services
Q. What's new among radio pro-
gram and sales services?
A. RCA Thesaurus, World Broad-
casting System and Lang-Worth all re-
port new efforts toward sparking radio
business, prestige and enthusiasm.
A. B. Sambrook, manager of RCA
Recorded Program Services, cites a
continuation of Thesaurus' successful
"Shop at the Store with the Mike on
the Door" promotion. Over 300 sta-
tions have been using this idea.
Programs recently announced for
the 1956-57 year by RCA Thesaurus
include its five-minute Great American
Women I fully recorded), The Law-
rence Welk Shoiv (half-hour with
scripts and disks ) and Jazz at the Phil-
harmonic (open-end and may be show
in itself or used as part of an existing
program). There's also been emphasis
on open-end shows of dramatic or non-
musical nature at Thesaurus. These in-
clude Grantland Rice, Football with
Terry Brennan and Great Days We
Honor.
According to Pierre Weis, general
manager of World Broadcasting Sys-
tem, WBS has been adding shows with
"local appeal" to its offerings. Some
are: What's Going On? The Church
Bells Ring, W hat's the Farm News?
All are built around transcribed pro-
gram signatures and script formats,
but utilize the voices of local radio
personalities.
\\ orld"> "Big Little Man" promotion
swung into use at 468 outlets on 15
February 1956 and by this time has
reached the (>0() station mark. I be
promotion revolves around a national
contest to name Radio's Big Little Man.
One of World's most successful
shows is the recently launched Voice
of Fortune, designed as an all-day au-
dience builder. More than 65% of
World subscribers are now carrying or
plan to schedule the program package,
which has brought Nation- o\er $750.-
000 in new spol business to date.
Voice is a telephone quiz show which
centers on listener identification of the
voices of "mystery personalities who
are actuall) Famous personages. Flexi-
ble formal of show ;tJlo\vs it to run on
an all-day basis, weaving in and out of
station schedule.
From John Langlois of Lang-Worth
ics ill. follow ing staten* Ql ! "Dur-
180
FALL FACTS BASICS
KM A MAIL
Response - -
1955
206,352 Pieces of Mail
Demand Sales Action
(and they get it!)
Commercial Orders, Contest Entries, Requests for Literature, Etc.,
Received by KMA from Listeners During 1955
RY
m
HANCOCK
CERRO
G0R00
CHICK
ASAW
BUTLER
8REMLR
O 250 "750
jOver 2,000
Pieces of Mail
(Figures in black show mail count from major counties in KMA land)
O Up to 250
"Serving the Mid-
west since 1925"
Ai
KMA l/2 MV Daytime Contour
"thi NfAiriMr or tmj coin couwrtr
5000 W*m ■ 960 K
/K<//&7/A\
. SHENANDOAH, IOWA
R«pr«t*nl*d by Idword P»rry A Co, Inc.
Bigger than the
13th Market
SPOT RADIO (continued)
ing the past 12 months, Lang-Worth
has pursued a vigorous and dynamic
approach to its subscriber needs with
the result that it has increased its basic
library I program I subscribers by
30%, and at present there are 780 sta-
tions using its commercial service."
Q. What programing trends are
reflected in activity by the pro-
gram and sales services?
A. World Broadcasting, having
upped its talent budget of last year by
23 . notes that "name" personalities
are in demand. To meet this demand,
they've signed such show people as
Doris Day. Victor Young, Russell
Arms, Eddie Bush. Bobbie Hackett and
Mimi Martel.
RCA Thesaurus finds that there's a
trend toward sparking up the local
d.j. show. At present, they are dis-
tributing a group of 45 r.p.m.'s known
as "Show Stoppers," which feature 60
different characters and 16 linguistic
dialects. They are designed to provide
a "cast" for the single studio disk
1000 watts
WIBR
1300 kc
First Again in Baton Rouge.
36.1
WIBR has largest share of audi-
ence morning, afternoon &
evening than all stations
serving Baton Rouge.
Hooper — April 1956
21.3
15.6
15.1
10.7
WIBR station
B
station
C
station
D
station
E
station
F
Baton Rouge's only full-time independent station.
For specific program ratings & availabilities, contact
The Walker Representation Company
jockey. "Sell Tunes" are also a device
to aid the d.j. show. They're musical
introductions for local commercials
and also serve as program theme
music.
John Langlois notes that in the past
year, Lang-Worth has found a dy-
namic element making itself felt in ra-
dio programing — a movement away
from excessive reliance on the pop rec-
ord show pure and simple. It has
helped stimulate this trend bv its em-
phasis on a variety of programs, in-
cluding such offerings as The Caval-
cade of Music, Music by Mantovani,
Sunshine Boys.
Farm radio
Q. How many stations program
to the American farmer?
A. Buyers' Guide found that 76% of
total respondents scheduled programs
each week specifically beamed to the
rural audience. It notes that this com-
pared with 70% of the respondents in
1955 and 64%) in 1954.
Of the 1,901 stations programing
farm features regularly, 523 (28%)
program more than five hours per week
in this category. And these 1,901 out-
lets represent 47 states.
"There's practically no such thing
as a farm home that doesn t have one
or more radio receivers." states spon-
sor's most recent "Farm Section" (see
31 October 1955, issue). Basis for the
statement was a cross-section of NCS,
station and independent research re-
ports which set U.S. farm radio owner-
ship at the 95% figure.
Q. How can radio advertisers
best sell to farmers?
A. John Dow, vice president at Bo-
zell & Jacobs, Omaha, presented views
on selling farmers via radio in spon-
sor's "Farm Section" which are
thought-provoking. Among them:
1. The light touch in advertising
appeals to the farmer. He likes to joke
though he's so often pictured as over-
serious.
2. Talk about the quick, easy way
to do things in copy. A farmer is a
busy man.
3. Don't feel that announcements
are always cheaper than programs.
182
FALL FACTS BASICS
NEW YORK
CHI
LOS ANOCLES
SAN FRANCISCO
R
t/ZO^^^^i/^ Jwuz
f^roucilu ^rnnounce
^Jneir -^rppointmenl _y\rJ
NATIONAL SALES REPRESENTATIVES
FOR
WCAOand wcop
BALTIMORE MD.
BOSTON MASS.
In addition to
National Representation of
WMPS »ND WJJD
MEMPHIS TENN. CHICAGO ILL.
Uke (jSvoadcast Services ov [^loualt, ^rnc.
JULY 1956
183
SPOT RADIO (continued)
New, Timely Election-Year Continuities
BMI /«-"'" 199©
PMESIBEITI1L
PACKAGE
Program Scripts tor Radio and Television
Background — color — personalities — oddities — the intriguing
stories of past elections are all neatly wrapped in this BMI "Presi-
dential Package" containing an assortment of 23 scripts for a
total of five hours of programming.
"THE FIRST ELECTION" One half-hour script
Relates the surprising aftermath of America's first presidential election
"A PRESIDENTIAL CAVALCADE" Seven five-minute scripts
Odd and interesting facts aboul our chief executives . . . their hobbies, early
jobs, personal anecdotes and other authentic items.
"FAMOUS FIRST LADIES"
Five 15-minute scripts
The inside simies ol five gracious women who accompanied their husbands
to the White House
"RISE OF POLITICAL CAMPAIGNING"
One half-hour script
The cartoons, rally-songs, gimmicks and techniques of unusual political
campaigns through the years
"THE PRESIDENTS SPEAK"
Seven five-minute scripts
Dramatic highlights ol eventful speeches — based on actual recordings of the
Presidents' voices
"FAMOUS CAMPAIGN SONGS'
Two half-hour TV scripts
Historically accurate account of the songs that influenced elections ... for
visual effect— a collection ol the original sheet music
"CAVALCADE OF PRESIDENTS"
Two half-hour TV scripts
Intimate glimpses into the lives of oui presidents ... for visual effect — a
collection ol photographs, both formal and candid
TIME SIGNALS— STATION BREAKS"
:10; :30; 1.00
Vote as you please, bul please vote" and a variety of othei useful and timely
.mi ncements.
BMI's "Presidential Package" is available to all sta-
tions without charge as a station and public service.
BROADCAST MUSIC, INC.
589 Fifth Avenue, New York 17, N. Y.
*•••**•***
Programs can be cheaper, based on ef-
fectiveness.
4. Advertising in farm media
should be slanted more directly toward
the farmer. For example, advertising
of ordinary food and drug products
should take into account certain basic
differences between living on a farm
and living in town.
To the above points, Tom Ragland,
farm director of John Blair & Co.,
Chicago, added these six suggestions:
1. Study carefully all available in-
formation pertaining to farm audience
listening habits and to farm character
of tbe area served by the station.
2. Schedule on a market-by-market
basis as opposed to a set national pat-
tern because listening habits vary and
there is no "one best time" which will
bold true across the country.
3. Effective farm radio campaigns
are long-range, usually 52 weeks. In
addition to frequency benefits, the ad-
vertiser retains the valuable associa-
tion of a top farm personality
4. Most outstanding farm radio suc-
cesses have come from live copy done
by a local personality.
5. Copy should be prepared with
farm audience appeal, considering that
today's farmer is primarily well edu-
cated and interested in honest, factual
information about the product and
how it benefits his family and him.
6. Merchandise campaigns to deal-
ers. Use farm service feature to full
aiKantage.
Q. Does Madison Ave.
understand farm radio?
really
A. The gulf between farm radio and
Madison \\enue is more lhan geo-
graphical. Few consumer products on
the national level have begun to make
use of the high impact and audience
selectivity of farm radio. These are
some of the points which sellers of
farm radio feel are not understood by
many consumer products advertisers:
1. Selective programing, sueli as
farm service show-, has an unusual
impact on the listener, and farmers lis-
ten intentl) to market and weather re-
ports, to tips on farming and farm-
slanted entertainment. They have to
— it's dollars-and-cenls to them.
2. Farm audiences present an ex-
cellent target because the target is so
well defined.
3. The popularity of many farm
shows is such that the\ are good cost-
per-1,000 buys.
184
FALL FACTS BASICS
THROW AWAY YOUR
A/ow f Buy 6ot/e/i4 XhMOi
PLUS BIG CHUNKS OF 4 MORE STATES
ANYWAY YOU FIGURE IT... RATINGS
...COVERAGE..: THE SUNFLOWER
NETWORK MAKES ALL OTHER
BUYS OBSOLETE
Now .... one low-cost buy delivers Kansas, plus
big chunks of four neighboring states. One buy
delivers a total audience area of 3 2/3 million
people! And the beauty of it is this .... you buy
the entire 5-station network for LESS than the
cost of the Wichita-Topeka combination which
previously dominated national schedules.
NOW, you buy 87% of Kansas population ....
84% of the total retail sales .... in one neat
package! All five stations are high-rated in their
own market. All five stations offer you good
power (three 10-thousand watters and two 5-
thousand watters.) You cover Kansas' major
metropolitan areas PLUS the rich farm belt.
Write now for a complete rate and coverage
schedule. See your
JOHN E. PEARSON
COMPANY
representative.
* 312 TIME
SENDS A 60 SECOND
MESSAGE TO
" 2, MILLION
PEOPLE!
KGGF - Coffeyville
10,000 WATTS
KFBI - Wichita
10,000 WATTS
KVGB - Great Bend
5,000 WATTS
WREN - Topeka
5,000 WATTS
KOAM - Pittsburg
10,000 WATTS
*Nt*
kOC/l# (J NETWOR
JULY 1956
185
SPOT RADIO (continued)
Foreign language
LANCASTER & ANTELOPE VALLEY
CALIFORNIA
iff Inquire of
ADAM YOUNG, INCORPORATED
about this outstanding
combination buy.
Q. How extensive is foreign-
language radio broadcasting?
A. As the number of stations pro-
graming for foreign-language audi-
ences grows, the number of languages
programed grows. This is indicated
in sponsor's 1956 Buyers' Guide and
is based on the following figures: In
1955, 369 respondents scheduled shows
in foreign tongues numbering 38; this
year, 410 stations fell into this cate-
gory, with a total of 48 languages
represented (this does not include most
Mexican-Spanish stations, dealt with
separately below). The survey showed
that 153 outlets broadcast Polish most
and that a number of stations now
broadcast in languages completely new
to radio, such as Belgian, Chammora,
Danish, Hebrew, Latvian, Maltese,
Macedonian, Thlingot, Tagalog.
Q. Where are the major foreign-
language radio markets?
A. The older urban manufacturing
centers are the chief foreign-language
markets. New York, Pennsylvania.
California, Massachusetts, Ohio, Michi-
gan, Wisconsin and Connecticut lead
in number of foreign-language stations.
Q. Is the Mexican-American mar-
ket substantial?
A. The Mexican-American market is
composed of about 2,500,000 people
living in the Southwest U.S., pri-
marily in Texas, California, Arizona,
New Mexico and Colorado. They earn
their livelihood in about as wide a
variety of occupations as other seg-
ments of the population in that area.
(Migrant farmers, who seasonally
cross the Mexican border for work and
then return are not included in this
over-all total. I
(Another and more recent Spanish-
speaking market is made up of approx-
imately 500,000 Puerto Ricans who
have been re-establishing themselves
within the New York City area.)
WOPA
OAK PARK
CHICAGO
CHICAGLAND'S BEST BUY
to reach Important Minorities
NEGRO PROGRAMS 9 HOURS DAILY
TOP PULSE RATINCS
Polish Programs 3 Hours Daily
Spanish Programs 4 Hours Daily
ALSO
GERMAN. ITALIAN, GREEK, JEWISH,
IRISH, LITHUANIAN, UKRAINIAN £> LATVIAN.
LEADS THE NATION'S
STATIONS IN . ..
WOPA
POLKA PROGRAMMING
350 HALF HOURS MONTHLY
ONLY WOPA
SUCH COMPLETE SUPPLE-
MENTARY COVERAGE.
GIVES
EGMONT SONDIRLING, GENERAL MANAGER
AL MICHEL. STATION MANAGER
NATIONALLY REPRESENTED BY
FORJOE ft CO.
PULSE PROVEN!
IN EASTERN IOWA
KXEL
50,000 WATTS
BASIC ABC
For dollars spent, KXEL delivers
more audience than any other
Eastern Iowa Radio Station . . .
PULSE PROVEN.
KXEL is Eastern Iowa's only station
serving three major markets . . .
Waterloo — Cedar Rapids —
Mason City.
Cover Eastern Iowa COMPLETELY
with KXEL.
Write or wire for rates and Pulse
figures or contact the Boiling
Company for the story.
KXEL
WATERLOO, IOWA
186
FALL FACTS BASICS
Now . . . About that Line
They're handing out . . .
Me? I'm an expert on "Lines". And
I'll bet you Time Buyers have heard
them all, too.
In Minneapolis - St. Paul, for example.
they're handing out a lot of wild claims
about station ratings. But in spite of
all the claims you hear, these facts
remain indisputable.
i. WLOL is the No. 1 independent station
in the Twin Cities.*
(Leads all independents and 3 network stations)
II. More Twin Cities advertisers buy WLOL
than any other station.
(The sincerest kind of flattery by businessmen
who are on the scene and who know the score.)
III. WLOL leads all stations in the Twin Cities
in out-of-home listening.
(Wherever they go, you are there.)
These are the reasons why you get more homes per
dollar on WLOL than any station in the Twin Cities
orbit.
-Latest Pulse
MINNEAPOLIS • ST. PAUL
1330 on the dial • 5000 watts
LARRY BENTSON, President
Wayne "Red" Williams, Mgr. Joe Floyd, V.P.
PULSE PROVES IT
NO. 2 STATION IN THE TWIN CITIES
NO. 1 INDEPENDENT STATION IN THE NORTHWEST
represented by AM RADIO SALES
|ULY 1956
187
SPOT RADIO (continued)
Q. Is the Mexican-American mar-
ket a new one?
A. Because of the proximity of
Spanish-speaking countries and the fact
that their people have long been mi-
grating to the I nited States, this i- not
a "'new market as Mich. Ho\\e\er.
little effort was made to cultivate this
market bj air advertisers until about
six years ago. At that time, Harlan
Oake-. a radio rep on the West Coast,
launched a promotional and sales
effort. Since then, two rep organiza-
tions have come into existence devoted
to Spanish radio — Richard O'Connell,
Inc. and National Time Sales.
Q. Has interest in the Mexican-
American market been growing?
A. Its heen increasing continually,
according to both Richard O'Connell
and National Time Sales' sales man-
ager, Arthur Gordon.
Dick O'Connell states: "There is a
great deal of increased acceptance of
</**♦
W° */>
o* ^
People depend on
me 24 hours aday.
I'm the physical
trademark of
KFAB, Nebraska's
most -listened - to -
station.
/
/
When you "Face the Facts"
with Ken Headrick you learn
that here is a radio contractor
who has built a large early-morning
audience. Ken, with his friendly and
personal style of showmanship, has be-
come "part of the family" to regular
listeners in five states.
Ken starts out the day with his "Early
Bird" program . . . and gives out with
selected records, runs family type con-
tests and gimmicks . . . and royally en-
tertains from one end of the program
to the other.
Ken Headrick is a radio man with the
background to prove it . . . from college
days and a music and journalism major
. . . Armed Forces Radio during the war
years ... to program director and sta-
tion manager. He knows radio . . . and
knows how to make it worthwhile ... for
the listener as well as the advertiser.
Face the Facts with a Peters, Griffin,
Woodward man, or General Manager
Wyell Bremser. Learn how KFAB and Ken
Headrick can build sales for you in
the Midwest Empire.
\ \\ \\ * 1-1 ' ' / / /
^^\\\\\lll///7/^^
omiiHR net rudio
the market as a market. National ad-
vertisers are beginning to realize that
the Spanish-speaking U.S. market is to
the Southwest what the French-speak-
market is to Canada."
O'Connell points out that regional
accounts have been quicker to realize
the importance of Mexican-American
ad\ertising. "That's because they were
in the midst of it and could see its
potential," he says.
National advertisers, on the other
hand, are just "becoming aware of the
fact that the Latin American has a
larger family generally than Ameri-
cans. Therefore, they must necessarilv
bin more staple items." He cited the
following ratios in buying as indica-
tive of the buying power of this group:
Mexican-Americans buy soaps and de-
tergents in 4-1 volume over Americans;
evaporated milk, 5-1; flour, 10-1; beer,
7-1.
"This is no longer a minority group
when you think that 5(1' ; or more of
various communities are Spanish-
speak," O'Connell points out.
He says that since fall 1955 sales
and number of clients have increased
for the Sombrero Network, which he
represents, by about 40%. Recent
arrivals have been Cocoa-Malt, P&G's
Crest Toothpaste, Crisco, Noxema,
Mrs. Tucker's Shortening. Renewals
have increased by approximately 25' < .
"It's no wonder that there will soon
he two more additions to the network
— and that in a short time, there will
be a tv Sombrero Network adjunct in
areas where the radio stations are
presently operating," he states.
Arthur Gordon points to uptrends in
hillings from new clients and a heavy
volume of renewals. He chooses Schlitz
Beer and General Foods' Kool-Aid as
example- of first-timers in the Mexican-
American market. "A very off-hand
estimate of percentage increase in
hillings is 15%," he told sponsor.
Q. What is the background of the
regional networks covering this
Mexican-American market?
A. Since 1954, O'Connell and his
organization have organized the 10
Spanish-language stations the) repre-
sent into a network called the Som-
brero Network; he issued the first rate
card in December of 1954. Stations in
the web are: KCOR, San Antonio;
KGBT, Harlingen, Tex.; KTXN, Aus-
tin: KCCT, Corpus Christi; XELO,
Juarez-El I'aso; XEDF, Neuevo Lare-
do. Mex.: KYVkW. Pasadena; KLOK,
FALL FACTS BASICS
LOST? TRAVEL
PROfi/
j
then use
WINS
first in Radio for
TRAVEL!
Here is a quote from a letter received by
WINS from SABENA'S Advertising Manager,
Mr. Paul Andrews:
"Our decision, in January, to try WINS on a saturation basis was admittedly
an experiment.
"The results now speak for themselves. With saturation spots on WINS
as our only appreciable addition to last year's Spring advertising pro-
gram in New York, we recorded some startling results. For example,
Washington's Birthday — five days after our spot program started
with you— produced the largest telephone activity our Reserva-
tions Office had enjoyed on any holiday in 10 years.
"Add to this the number of direct bookings in which
the passenger referred to WINS as his source
of information, and you can appreciate
our new enthusiasm for radio."
SABENA
((
WINS
/o^jy.
[ya,
WINS, N. Y. 36. N. Y.
JULY 1956
189
DOUG ARTHUR
JOE NIAGRA
BOB KNOX
TOM DONAHUE
TONY BOURG
FRED KNIGHT
RAY WALTON
tf-iMt
m
PHIL A
Penna.'s
Most
Powerful
Independent
plus bonuses
for
WIBG
advertisers!
plus a new
selling
sound ... !
CAR CARDS
on the most traveled transit routes.
OUTDOOR BOARDS
24 Sheet & Painted Billboards around the town.
DIRECT MAIL
intensive, frequent mailings to select lists.
TRADE PAPER
scheduled ads in leading trade papers.
Pennsylvania's most
powerful independent!
WIBG
lO.OOO WATTS
SUBURBAN STATION BLDG . PHILA. 3, PA., Rl 6-2300
NATL REP.: RADIO-TV Representatives
San Jose: KABQ. Albuquerque, N.M.;
and WHOM. New York. Advertisers
ma) buy ail the stations or groups of
three or more.
National Times Sales' network, called
the National Spanish Network, began
operations in mid-1955. Stations in
the web are: XEJ, El Paso: XF.O.
Brownsville: XEOR. McAllen: KIWW.
San Antonio: KTXN, Austin; XEAS,
Laredo: KLVL, Pasadena-Houston:
KALT. Pasadena-Los Angeles; KEVT,
Tucson: KIFN. Phoenix; XEAC. San
Diego: XED, Calexico. Rate card pro-
vides for sponsorship on all or groups
of stations, such as the Texas Spanish-
I anguage Network, which is a part of
ihe over-all group.
Q. What programs do the Mexi-
can-Americans prefer?
A. By and large, savs Arthur Gor-
don, "soap operas have been eminently
successful. But I must qualify this
statement by saying that this is true
only where quality is reasonably high
and where programs previouslv aired
in the market are not re-run."
I'liis summer will be the first time
that a national advertiser will explore
the kids' audience in a group of mar-
kets. Previously children's programs
have been aired successfull) in single
markets: but Pet Milk will now intro-
duce Ziv's The Cisco Kid (in Spanish )
to five or six markets.
Q. What advertisers are using ra-
dio to reach this market?
A. Dick O'Connell puts soaps and
detergents, beer and food (especiall)
flour and the like) al the top of the
list. This is borne out by sponsok"-
1956 Miners" Guide, which li-ts the
following a- sponsors in the Mexican-
Vmerican market: \dmiracion and
Maryland Club Coffee, American
Tobacco, Armstrong Linoleum, Black
Draught, Borden's Evaporated Milk.
Bristol-Myers, Camel Cigarettes, Car-
n il on Milk. Colgate, Conoco Gasoline.
R.B. Davis. Kx Lax. Falstaff Beer,
I nlvci'- ( UlTec. General V k Grove
I aboratories. Ililex Bleach. Instant
Maxwell House. Italian Swiss Colon)
\\ ine. J;i\ I!,-,.,. Isdia I'inkham. Maine
Sardines, Manhattan Soap, National
Biscuit, \r- .il,-. Papei Mate Pen, Pep
to-Bismol, Pharmaco, P&G, Pures
Bleach, Robert Mall Clothes. Sterling
Drug and \\ hitehall Pharmacal.
This is
San Francisco...
where K.CBS enjoys the
biggesl daily and weekly
audience because M'.KS has the
greatesl variety of network
and local shows. Exciting
entertainmenl and stimulating
information programs heard \<\
!!(>' , of iln' families
■ jell week !
50.000 WATTS
Represented hv (US Radio
Spot Soles
FALL FACTS BASICS
NO frdfor iAo ask fte (puesfiwi U 0/V1AHA
■fa, OMSiMef is KOWti
/
44.2%! — that's the average share of audience Hooper (May-June)
gives KOWH. Latest Trendex for Omaha-Council Bluffs gives K<i\\'ll top spot in
every time period. Latest Pulse gives KOWH top spot in 204 out of 240 daytime
quarter-hours. KOWH has placd first in audience year after year . . .
consistently increasing its first-place dominance, until now KOWH is
first in every time period of every survey in the Omaha market.
Mid-Continent ideas, programming and excitement plus broad (660 KC) coverage
are doing a fine job for national and local advertisers. So no matter
which rating service you rate most telling, you can feel secure when you
tell your story via KOWH — because all three see eye-to-eye-to-eye. Chat with
the 1I-R man, or KOWH General Manager Virgil Sharpe.
^W-
KOWH OMAHA
CONTINENT BROADCASTING COMPANY
"The Storz Stations" — President: Todd Storz
WDGY, Minneapolis-St. Paul
Represented by
Avery-Knodel, Inc.
KOWH, Omaha
Represented by
H-R Reps, Inc.
WHB, Kansas City
Represented by
John Blair & Co.
WTIX, New Orleans WQAM,* Miami
Represented by Represented by
Adam J. Young, Jr. John Blair & Co.
mTran%Jrr Sul>jrct tit K< Ipprovai
JULY 1956
191
SPOT RADIO (continued)
Negro radio
Q. Is Negro radio still growing?
A. Broadcast advertisers have been
reaching the Negro market through the
increased numbers of stations airing
Negro-appeal shows. In L956, 710
Buyers' Guide stations devoted at least
a portion of their schedule to their
local Negro audiences. The previous
Buyers' Guide listed 596 stations de-
voting time to this segment.
Some 13 stations programed 100%
for Negroes in 1956, opposed to 32
outlets in 1955 and 22 in 1954.
There have been "spectacular gain-.
in the Negroe's economic position as
well during the past 15 years, states
Dr. Eli Ginsberg and his assistants
James Anderson, Douglas Bray and
Robert Smuts in their stud\. The
Xegro Potential i copyright 1956
Columbia I n i \ < i ~ it \ I'rcss. \ew \ ork l .
The Columbia University faculty-mem-
■fte Us\de Story
of City VW*
in Kansas!
, v at the To-
Take a «e* ** yottUl Hke
Thai T*f*tia heavflr i»
TopcWa ha* «»• ^ o00 no"
population . • • utropolitan
i» *C ?r84rt. best in con-
A'ea- U" „dab\o income
«^Cr ? ,ry accepted S^'
v of »he Pahl aU-
ptaced *l
A East-
dience.^e.ToPekaEanopoL.
ern Kansas » ing . . .
IT AN area . it for 1««»
ANPREN cover* »»
and ^^ lnan any 1U
_muchle^th ^hynot
gCt r Pearson man. *»
3°hn E".! market ^»nd.
aienceiry^ «? ah
3SKS* in Topek..
Gel /<« T/w
Fori j From your
/ofcn E. Peargon Man
1000 WATTS ■ T0PEKA, KANSAS
hers cite economic prosperity as the
chief factor in the Negro's enhanced
status.
Q. How wide a range of interests
does Negro programing cover?
A. Roth Buyers' Guide and sponsor's
1955 Negro Section (19 September
1955, issue) found that Negro pro-
graming covers a wide range of inter-
ests. Witness the fact that 25% of
stations reporting to the Guide also
devote 10 or more hours per week to
religious schedules: that news, sports,
rhythm and blues music, community
-( i \ ice programs are represented
throughout l>\ these outlets.
Q. What is the buying power of
the Negro in various parts of the
United States?
A. In The Negro Potential, Dr. Ginz-
berg and his associates have reported
on the "Median money income of U.S.
families, by race, region and resi-
dence," as of 1 0.5 1. Data in this study
pertains to non-white citizens (of which
Negroes constitute 95%). Here's the
median income picture:
Total U.S. $2,410
Total Urban 2,876
South 2,425
Northeast 3.243
No. Central 3.283
\\ est .. not available
Total Rural-Farm 763
South 742
While figures show that Negro in-
come is below white family levels, from
the point of view of the producer of
mass-sold packaged goods this does not
mean the Negro is a less valuable
customer. One reason: Negroes fre-
qucnth spend less, proportionately,
than white families for such major
staples as housing. A higher propor-
tion o| i lii - i i income, therefore, is avail-
able for packaged goods.
\mong product.- with good sale rec-
ords through Negro radio are: wines,
furniture, refrigerators, hair dressings,
bread and other food-, automobiles,
.mil such sen ices as auto repairs.
Q. How can advertisers best sell
to Negroes via radio?
A. I hese are highlight "tips.'
1. Woid high-pressure tactics; besl
approach is logical "reason wh\ .
2. Be patient ; it ta1 es longer to
launch a product in the Negro market.
192
FALL FACTS BASICS
JULY 1956
193
SPOT HADIO (continued)
Wilmington Dei.
Over 600,000
population
with
extra high
spendable
income is
A Market
Worth Winning
WAMS
1000 watts
Day and Night
The station with exclusive
sports coverage (Baseball,
Basketball, Football)
Makes it
Easy to Win
with this extra
high local
listener interest
At Low Cost
It's the most
economical buy
in the area!
ROLLINS BROADCASTING INC.
National Sales Mgr : Graeme Zimmer
New York Office; 565 Fifth Ave.. El 5-1515-6-7
Chicago; 6205 S Cottage Grove Ave., NO 7-4124
But Negroes are loyal to products and
don't change easily once they're con-
vinced.
3. Negroes prefer to buy top-qual-
ity brand merchandise; so admen
advise against selling second-rate
products.
4. As suggested above, the d.j. show
isn't the only way to reach Negroes.
Admen can pinpoint their targets as
to age, income status by using news,
religious shows, quiz programs, etc.
5. Providing national advertisers
with good research is still a financial
and personnel problem for most Negro-
appeal outlets; so don't expect the
kind of data available from tv net-
works. However, checking with local
stations, reps and with client field men
will often give a picture of listening
and merchandising.
After-midnight radio
Q. How many radio stations pro-
gram past midnight these days?
A. A surprising number of United
States and U. S. Territorial outlets
program after the witching hour, as
evidenced by data gathered for the
L956 Buyers Guide. About 300 (12%
of 2,515 respondens) are on the air
between midnight and 6:00 a.m.
Some 32 states and the District of
Columbia have 24-hour stations. Cali-
fornia leads with 24 stations. New
^ oik has 11, followed by Michigan.
Pennsylvania and Texas with eight
around-the-clockers each.
Q. What evidence is there as to
the drawing power of after-mid-
night radio broadcasts?
A. American Airlines, one of the
pioneers and still a consistent user of
post-midnight radio, finds its evidence
in the 10,000 unsolicited letters which
its Music Till Dawn draws annually.
The show, now entering its fourth year
i n five of the stations which earn it.
i- spotted in nine markets throughout
the U.S. Stations are: WCBS, New
York; WBBM, Chicago; KNX, Los
Vngeles; KCBS, San Francisco; WTOP
Washim-ton: \\ HZ. Iloston: KRI.l).
Dallas; WI.W. < incinnati; WWJ, De-
Iroit. Formerh broadcast from mid-
night, the program now starts 11:30
p.m. on all stations but WWJ.
CBS Radio Spot Sales recently spon-
sored a special Pulse survey of four
CBS-owned and operated outlets, which
carry the program (WCBS, WBBM,
KNX, KCBS) as well as of represented
station WTOP. Results of this survey
(based on projections of unduplicated
data) indicate the following: (1) In
the combined basic service areas of the
five stations on an average night, 458,-
690 families hear Music Till Dawn
and 627,400 individuals listen. (2)
In a total six-night week, also in the
basic service area, 1.786/X)0 families
listen to the program.
Of interest — and perhaps contrary
to many previous opinions — are CBS
Radio Spot Sales-released figures as
to percentage of listeners by occupa-
tions: Professional and semi-profes-
sional people account for 7.2% of
tuners-in; executives and managerial
listeners are 8.7% of the audience;
sales people, 11.0%; housewives,
27.5%; clerical workers, 8.6% ; skilled
workers, 9.6 % ; semi-skilled personnel,
5.7'<: unskilled labor. 3.5%; service
workers, 7.0r< ; students, 10.7%; re-
tired people account for 0.5%.
Q. What is the status and out-
look for frequency modulation?
A. As of 1 May 1956, 534 fan sta-
tions were in operation, excluding 125
"In Phoenix it's a nice trick to ride
around the clock with KRIZ."
194
FALL FACTS BASICS
A
NICKEL
will go
a long way
these days on WHO Radio!
Take 8 a.m. to 12 noon as an example . . .
M
.AYBE instead of a "good five-cent cigar",
what this country's advertisers need today is
a good look at what five cents will buy in
radio— WHO Radio.
LET'S LOOK AT THE RECORD . . .
On WHO Radio, a 1 -minute spot between
8 a.m. and 12 noon will deliver 53,953
actual listening homes.
That's 56.8 homes for a nickel, or 1000
homes for $.88— ALL LISTENING TO WHO!
That's the rock-bottom minimum. With its
50,000-watt, Clear-Channel voice, WHO is
heard by thousands of unmeasured listeners,
both in and outside Iowa. Bonus includes
Iowa's 527,000 extra home sets and 573,000
radio-equipped automobiles — plus tremendous
audience in "Iowa Plus"!
Let Peters, Griffin, Woodward, Inc. give you
all the impressive WHO facts.
(Computations based on projecting Nielsen
figures and 1955 Iowa Radio Audience Survej
data against our 26-titne rate.)
WHO
for Iowa PLUS!
Des Moines . . . 50,000 Watts
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Peters, Griffin, Woodward, Inc.,
Exclusivi National Representatives
JULY 1956
195
SPOT WAD/0 (continued)
#'
operating non-commercial fin outlets.
From November 1955 through
March 1956, a special surve) was con-
ducted by Maxon Advertising Vgenc)
analyzing fm throughout the I nited
States, rhese are some highlight-:
1. There have been, at a minimum,
12,000,000 fin receivers sold in the
I - I ,00,000,000 worth of sets).
2. There are 148 fin station? oper-
ating in I2(. I . S. cities of 25,000
population or over.
3. At the time of the survey, 10 fm
outlets were operating storecast fm
stations (broadcasts to stores). The)
follow: \\ \ W-l \I. Annapolis, Md.;
WBNY. Buffalo. X. V.: WFMF, Chi-
lli.: \\ LEY-FM, Elmwood Park,
III.: WMMW-FM, Meridan, Com,.:
WLRD-FM, Miami Beach, Fla.;
\\ HOM-FM, New York Cit) ; \\ IBG-
FM. Philadelphia. Pa.; KQFM, Port-
land. Ore.: WW Dl -FM, Wash., I). C.
! Stations with transit fm opera-
tion* are W Bl Z-FM, Bradbury
Heights, \I,I.. and WTOA-FM, Tren-
M. J.
5. Offering background music serv-
the follow idl; : Kl TE-FM. < den-
dale. Cal.; WGHF, \ru York City;
W PI \ I \1. Philadelphia. Pa.: KDFC-
I \1. San I rancisco. i !al.
6. Only 32 Standard Metropolitan
areas neither have nor receive fm sta-
tion-. \iiioiil! these, there is one West
• oasl area i Spokane. W ash. < .
Two fm organizations have recentl)
come into being. The) are FM Broad-
i asters and Mutual - Good Music Ra-
dio Network.
'< FOR • \V\ / l°^lll/fw>\l
-SALE I
Member stations of FM Broadcast-
formed at the NARTB Conven-
tion, are: W SOY. Decatur. 111.: KFAC,
I os Angeles; WWDC, Washington,
I). C; W I \\\. Evanston, 111.; also
Browning Laboratories, Winchester,
Mass.
Says Irv Liehtenstein. promotion
manager of WWDC and spokesman
for FM Broadcasters: "Our organiza-
tion is designed to represent all fm
broadcasters as an industry before
Congress, the FCC and other legisla-
tive bodies. Our approach is that fm
is a 'live' industry and that the public
i- listening to fm throughout the na-
tion. Proof of this is the latest deci-
-ion h\ the Mutual Network to split its
network operation between am and fm
and to network good music from coast-
lo-coast on fm."
Key stations in the planned MBS
move will he: WGMS-FM, Washing-
ton, D. C; WOR-FM, New York City;
WNAC-FM, Boston. Proposal is on
file with the FCC at present.
And among the figures which Leon-
ard II. Marks, general counsel for the
I'M Broadcasters, presented to the
Interstate and Foreign Commerce Com-
mittee were the following. They're
based on a 1-7 April 1956 Pulse sur-
vey, and reflect hours in which 190,-
000 Washington radio homes listened
to fm a- compared to am :
32.5^5 listened less than one hour
10.7' ! listened for one hour
23.0f ,; listened for two hours
4.7' I listened for three hours
7.7' J listened for lour hours
3.3' i listened for li\e hours
2.3' ! listened for six hours
2.8' i listened for seven or more
hours
Income levels were as follows:
33' i were in upper quarter
>5' were in second quarter
2 I were in third quarter
\V , were in lower portion of in-
come scale.
Concert music
classical music, the 1956 Buyers' Guide
-hows an 8 percentage point rise over
1955 in stations scheduling concert
music 10 or more hours per week.
In 1955, 23% of 1.956 respondents
programed such music more than 10
hours. This year it's 31%. And 29 of
the stations listed broadcast classical
music almost exclusively.
Q. How popular is concert music?
A. "The popularity of concert music
grows each \ear," says Dorothy J.
Wall, head of Good Music Broad-
casters Inc., which represents 12 sta-
tions specializing in concert music
programing. "Our stations have ex-
perienced an average total audience
upsurge is reflected in the number of
both local and national advertising
accounts.
GMB notes that strong use is made
of concert music stations on the local
level by food products, grocerv chains
and department stores.
Nationally, travel, magazines, auto-
motive, high fidelity and recording
sponsors utilize this facet of radio.
\mong national and regional adver-
tisers are the following: Danablu
Cheese, Canada Dry Beverages. Na-
tional Biscuit, Berlitz Schools. RCA,
Columbia. Philco, Motorola. Raytheon.
Curtis Publications, Lincoln Mercury,
I ord. Air France.
Through 1955-56, Good Music sta-
tions were used extensive!) as vehicles
in recruiting engineering personnel for
such companies as RCA \ ictor, Ray-
theon and International Business Ma-
< hines.
In addition. Doroth) W alls -late-:
"We have found in the past lour years
that there is a continual increase in
the number and type of offices in w hich
All you have to do is listen to KRIZ
Phoenix and learn how to do it
yourself."
Q. To what extent do stations
program concert music?
A. \ It I ii mil! Ii light music dominates
the schedules of the l.o.V) stations
which program light orchestral or
| ... OK Rubber Welders |
ImfWrll
t
PASADENA- LOS ANGELES J
v Spanish Laiiiwatic j
X. Station ./
23 laV
BROADCAST TIME SALES
representative:
New York — Chicago — San Francisco
196
FALL FACTS BASICS
SPOT RADIO (continued)
WLIL
1,000 WATTS
730 KC LENOIR CITY
ARTHUR WILKERSON, Gen. Mgr.
wlTk
5,000 WATTS
1270 KC NEWPORT
IRA CRISP, Mgr.
WAEW
1,000 WATTS
1330 KC CROSSVILLE
CLARENCE STINNETT, Mgr.
2 or 3 J fa f ion
package discount
write for rate card
^ OVE*
ARTHUR WILKERSON
General Manager
Lenoir City, Tennessee
WLIL
concert music is heard throughout the
day. These include doctors and den-
tists' offices, and other work areas
where detail is handled and where
relaxation aids the work process."
Folk music
Q. Where is folk music pro-
gramed?
A. Repondents to sponsor's 1956
Buyers' Guide who scheduled folk
music represented 39 states, two more
than the number reporting folk music
broadcasting in 1955. In general
Southern states have the largest num
her of stations scheduling folk music
as the following leaders show: Texas
49 stations scheduling folk music; Ten
nessee, 37; North Carolina, 35; Ari
zona, 31; Georgia, 29; Kentucky, 23
Q. How large a following does
folk music programing have?
A. Since 1954, Buyers' Guide has
seen an 18% rise in the percentage of
stations which program folk music In
1954, 66% of stations replying pro-
gramed folk music; in 1955, 77% or
a 1,671 total scheduled such music;
this year, 1,959 (78%) checked this
classification.
Stations that reported programing
85 or more hours per week of folk
music to Buyers' Guide are the follow-
ing: WFP, Fort Payne, Ala.; KXLA,
Pasadena, Cal. ; XERB, San Diego,
Cal.; WINX, Washington, D.C.;
WTJH, Atlanta. Ga.; XELO, El Paso,
Texas. Many others reported heavy
folk schedules of from 40 to 60 hours.
Religion-Gospel
Q. How many stations program
religious and gospel shows?
A. Religious and gospel shows are
programed by 2,277 broadcasters or
90.5% of stations which reported their
schedules in sponsor's 195(» Buyers'
Guide. The figure is based on a total
of 2,515 respondents. This compares
with 1,818 outlets or 83 rv report in-
similar schedules in the 1955 Guide.
IF YOU ARE BUYING
MORE THAN ONE
San Francisco Station . . .
THESE FACTS ARE FOR YOU!
There are many excellent ra-
dio stations in the San Francisco
Bay Area ... but ONLY ONE
can offer you a COMPLETELY
UNDUPLICATED AUDI-
ENCE . . . 200,000 Mexican-
Americans, permanent Bay
Area residents, whose total in-
come last year was $254,040,000.
You cannot reach them with
any other medium. You CAN
SELL them with KLOK, at an
average cost of $1 per thousand
homes!
Proof of this, and other vital
information about this market
(bigger than Salt Lake City,
Hartford, or New Haven) is in
the Market Study recently com-
pleted by Belden Associates.
ASK FOR IT . . . PROVE
TO YOURSELF that IF YOU
BUY MORE THAN ONE San
Francisco station, your second
should be . . . KLOK.
SOMBRERO NETWORK
5000 watts fVLUll 1170kc
San Jose, California
Richard O'Connell, New York
Lee O'Connell, Los Angeles
Don R. Pickens, San Francisco
JULY 1956
197
Conventional unit: Programs have tried-and-true content, and most are being sold in con-
ventional units. ABC's new Mysterytime has different show nightly, 5 times weekly, 7:30-55
< <>ii\ intional unit: < tiS is hitting haul for its heavy daytime serial schedule with such
moves as presentation to the LOO writers, actors, producers who develop high-rated show block
Netwoi
Clients are buying in manyt
Business outllook
Q. How's network business
the half-way point in 7956?
at
Conventional unit: Mutual will program man) nev shows, Bticking with popular-appeal
features like the long time True Detective \Jysteries, a Multi-Message Plan nighttime program
A. There's more network radio ac-
tivity and interest than there has been
in five years, network sales depart-
ments report. There are three big rea-
sons: (1) renewed selling efforts, (2)
a resurgence of advertiser interest in
network radio, and (3) development
of many new network radio uses for
advertisers.
ABC expects to bill about $30 mil-
lion this year, grossing from 10 to
20% more volume than it did last
year. The network has had a 50%
increase in the number of its advertis-
ers in the past five years and is now
servicing sonic 55 different accounts.
Its May business estimate was 672
sponsored program broadcasts per
month, a gain of 66% from the same
month last \ear.
CBS, hitting hard on its daytime
program block, signed $10 million in
new contracts in May alone. Thus far
this year it has signed 43 different
advertisers. Last month the network
announced terms of a new affiliation
contract which will give its stations a
revenue increase of 6.25%. Network
executives anticipate thai affiliate reve-
nue will he doubled later this year as
as a result of hvpoed sales in the 10
a.m.-to-3 p.m. time period. They're
shooting for a 100% sellout in this
1 lock. CHS has more network ratlin
salesmen oil the street than ever be-
fore iii its history.
Mutual has signed a lot of new lui-i-
n<-~ since 1 January and is servicing
five accounts which have never used
ml work radio before. They are Aqua
Filter Corp.. Drug Products Inc., Hud-
son Vitamin Products. Seaboard Drun
198
FALL FACTS BASICS
dio
Billings swing upward as advertisers return
ways to reach turnover audiences at low cost. They like smaller units and frequency
Co. and Marion Forum of Opinion.
It reports "consistent" advertiser in-
terest in its latest selling innovation,
the guaranteed circulation plan. This
new-style radio plan adopts the guar-
anteed circulation system of print
media, and sets in advance of the pur-
chase order a cost-per-1,000 commer-
cial impressions which the purchase
will deliver. If the cost proves higher
than the estimate (and it hasn't so
far I . the client gets a rebate.
NBC so far this year reports it has
signed almost twice as many clients
as it did during the first five months
of last year. Its around-the-clock
Monitor program on weekends aver-
ages a 60 to 70% sellout. The par-
ticipation show stores a complete sell-
out on certain holidays, last Labor
Day being one of them. Out of 46
hours of network option time on the
show, 23 hours and 12 minutes have
been sold.
Kasco Mills, Columbia Pictures, Chun
King Sales, Drug Products Inc., Hud-
son Vitamin Products, Seaboard Drug
Co., California Bartlett Food, F. C.
Russell Co., Eas\ Washing Machine,
Jel-Sert Co., Chesebrough-Pond's.
Buying patterns
Q. What's network radio's big-
gest single drawing card?
A. Its flexibility. Advertisers are
looking for buys which will suit their
copy themes, distribution patterns,
competitive demands, dealer structure,
consumer tastes, advertising strategy
and budget. Network radio, with its
increasing flexibility, offers a limit-
less variety ol buying and usage pat-
terns.
Fexibilit) is sought by advertisers
in terms of (a) the number of sta-
tions in the line-up, (bl the types of
programing available, (c) techniques
of buying programs, segments and
participations, (d) methods of slot-
ting, shifting, alternating, rotating
and cutting-in commercial announce-
ments, (e) time and talent costs.
Q. What flexibility does each
network offer in terms of time
and frequency?
All of them are sel
tallei
segments of time, a trend which gol
under way several years ago. Net-
works are extending this trend because
it's the atypical advertiser today who
signs for long, once-a-week shows or
who puts his money into fixed-posi-
Q. Where is this new network
business coming from?
A. Network radio buyers these days
represent all types of business and
service firms at all budget levels. Net-
work radio is now available to smaller
buyers with limited budgets, and to
regional accounts with limited dis-
tribution. They're in the same radio
line-ups with the blue-chip top-budget
advertisers who still form the back-
bone of network radio schedules.
Q. Which advertisers are using
network radio this year for the
first time?
A. Here's a sampling which shows
these new clients come in all sizes and
types, with widely divergent sales and
distribution problems: 20th Centurj
Fox, Olson Rug, Kerr Glass, Grey-
hound Corp.. Mack Truck. Sienderella.
Long unit: Monitor is radio's and NBC's prime example of new, long programing. It ex-
tends over entire weekend, Fri. night to Mon. morning: has 6-, 30- and 60-second commi
JULY 1956
199
NET RADIO (Continued)
lion programing exclusively. Mere are
some specifics in terms of available
flexible buying plan-:
ABC segmented its Breakfast Club
for tbe first time la>t fall, breaking it
up into five-minute segments with a
one-minute commercial in each. Popu-
larity of tliis technique has led to seg-
mentation of the Monday-Friday morn-
ing drama block from 10 to 11 a.m.
and of its nighttime half-hour block,
Mysterytime. ABC has also developed
a series of five-minute program pack-
ages, which allow for one minute of
commercial time. These can be slotted
throughout the schedule, or concen-
trated into a more limited time period.
This concentration is the case with ad-
vertisers aiming, for example, at the
weekend audience and scheduling such
participations on Saturday and Sun-
day. ABC makes no charge for local
cut-ins, and it has no "musl-bu\"' re-
quirements when it comes to the num-
ber of stations ordered. State-wide
and regional networks can be assem-
bled, such as 17 stations in New York
or California, 26 in New England, etc.
CBS maintains a minimum program
purchase of five minutes, which al-
lows for one and one-half minutes of
commercial time. It continues with its
sale of 15-minute programs in the day-
time serial block in seven and one-
half minute segments. These can be
alternated and rotated. The basic net-
work buy is a 27-station minimum line-
up, with regional groups available on
a city-by-citj basis after the basic net-
work has been purchased. Columbia
Pacific Radio Network and the Co-
lumbia California network, however,
can be bought alone.
i CBS. a- well as all of the networks,
has programs available for full sponsor-
ship as well. Among the CBS full
program buyers are the F. W. Wool-
worth Co.. continuing with its initial
entrx into network radio. The W'ool-
worth Hour musical show ; Toni, which
j ust renewed alternate week sponsor-
ship of Arthur Godfrey's Talent Scouts
for 52 weeks.)
Mutual offers a variety of network
line-ups. with no minimums as such.
It sells minutes both day and night,
the latter in its Multi-Message Plan
requiring five announcements weekly.
Mutual's three basic plans center on
I a I participations, of 20-, 30-, 40-, 45-
and 60-second duration; (b) minute
announcements in five-minute shows
scattered on a run-of-schedule basis,
although advertisers may select morn-
ing (8 to 1), afternoon (1 to 6) or
evening (6 to 11) times: (c) six-sec-
ond system cues or billboards, avail-
able when the client buys participa-
tions. Regional networks can be spe-
cially built. The two big MBS regional
networks are Yankee, covering New
England, and Don Lee, covering the
West Coast.
NBC, in addition to offering the
conventional time periods and fre-
quencies, has developed 50- and 100-
announcement packages of six-second
participations which can be aired
throughout the week. The 100-an-
iiouncement package, for example, is
scheduled from 10:15 a.m. through
9:30 p.m. seven days weekly. Five-
minute shows are also available, as are
minutes in network nighttime shows.
The biggest participation programs,
Weekday and Monitor, can accommo-
date six-, 30- and 60-second announce-
ments. The minimum size of the sta-
tion line-up varies greatly, and de-
pends on total volume. Basically, there
is no "must buy" group requirement.
(Please turn to page 202)
TAKES ONE!
It only takes ONE powerful medium
to cover and sell the VA million
people in the Salt Lake Market Area.
KSL radio, with 432 weekly
quarter hour wins* compared to
54 wins by all other Salt Lake
radio stations combined, dominates
the market and is the one medium
that makes the Mountain West
such a Whopping Big sales catch.
KSL radio
50,000 WATTS FOR CBS IN SALT LAKE CITY
Represented by CBS spot sales
•PULSE, FEB. 1956
k$L.A^ *&- (Ait-Oat/
200
FALL FACTS BASICS
A"Buy-Focal" for fall to reach the 4,000,000 market between
The new 6-13-21 plan on WOWO gives saturation coverage at
new low package rates . . . makes your announcements pari of
sparkling programming showmanship that sets its sights on quick
sales action.
Let top personalities like Mary Hunter, Hal Cessna. Kay .lames.
Bob Chase. Cal Stewart. Bob Sievers, Jay Gould, Jane "Weston
sell for yon.
Get details from WOWO Sales Manager Tom Longsworth,
Anthony 2136, Ft. Wayne; A. W. "Bink" Dannenbaum, WBC
General Sales Manager at MUrray Hill 7-0808, New York; or
your nearest Peters. Griffin, Woodward "colonel." And re-
member . . .
In Fort Wayne . . . No Selling Campaign is Complete
without the WBC Station . . .
FORT WAYNE
INDIANA
There's another big "sell'' story on pages 46 and 47.
WESTINCHOUSE
BROADCASTING COMPANY,
INC.
RADIO
BOSTON— WBZ+WBZA
PITTSBURGH— KDKA
CLEVELAND— KYW
FORT WAYNE— WOWO
PORTLAND— KEX
TELEVISION
BOSTON— WBZ-TV
PITTSBURGH— KDKA-Tv
CLEVELAND— KYW-TV
SAN FRANCISCO— KPIX
KPIX represented by The Katz Agency, Inc.
All other WBC stations represented by Peters, Griffin , Wood-
ward, Inc.
JULY 1956
201
NET RADIO (Continued)
A/OfV EVEN MORE THAN EVER
Stockton'*, 1%44t ^i4te*ted fo Station
HOOPER RADIO AUDIENCE INDEX
STOCKTON, CALIF.
JANUARY- MARCH, 1956
MONDAY THRU FRIDAY
7:00 A. M. -12:00 NOON
RADIO
S3TS
IN USE
c
»
KSTN
A
M
OTHER
AM & ?K
SAMPLE
SIZE
l«f.8
17.9
h.2
47.2
13.0
9.3
8A
9,707
MONDAY THRU FRIDAY
12:00 N0ON-6:0O P.M.
a.-oic
SETS
in" USE
c>
r{\
KSTN
A
M
OTHER
AM & FM
SAMPLE
SIZE
10.8V
20.7
7.3
35.0
15.1
9,5
12.^
12,026
Spring 1956 Hooperatings
show KSTN increases dominance
of "Stockton Radio Audience.
*America's 92nd Market
Represented by Hollingbery
I IN ATLANTA . . .
ONLY!
5,000 WATTsWAOKl380KC
\\ V( >K now in the March-
April 1956 Vegro Pulse leads
in r>(> quartei hours plus 4
ties out of the 72 (|uarter
hours surveyed . . . also tops
in Hooper and Nielsen in the
Atlanta Negro Market.
Atlanta's onlj lull time Negro
programmed station and
5,000 Watts.
( dl \ mil lurjoe man.
yiiiiiiiiiiiiEiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiinuiiiiiiiiiiuiiiiiiiiiiiimiiiiiiiiiiiB
1000 WATTS
900 KC
A BIG LOCAL MARKET
MORE THAN 65000
RADIO FAMILIES
| Fu/ron-
5 -Mexico-
-Columbia-
-jefferson City
j KFAL COVERS! j
30 Counties Vi MV.
1 • DJ's with SfLL-ability
• Top Farm Programs
• High-Rated News Coverage
• Listener Loyalty thru
Consistent Public Service
• Good Programs — All Day \
Represented Nationally By
INDIE SALES CO.
^iiiiiiiiiiicjiiiiiiiiiiiicjiiiiiiiiiiiitiiiiiiiiiiiiiciiiiiiiiiiiiiciiiiiiiiiiiiiciiiiiimiiiic;
Q. How does network radio's
flexibility fix various advertising
problems?
A. Here are some typical examples
of special advertising problems for
which network radio has found solu-
tions through its flexihle patterns:
1. The new product advertiser: The
buyer can move in quickly with flash
program participation or program an-
nouncements schedules and hit hard at
a saturation rate designed to reach a
maximum audience.
2. The multiple-brand advertiser:
This type may want to use one pro-
gram to sell four products in four dif-
ferent parts of the country. Network-
ing offers him an oportunity to sell a
product with a specialized appeal to
a specialized group of listeners.
3. The tv advertiser: If he needs
additional circulation, to reach a t\|>e
of audience he's not getting with the
tv effort, he can move into a supple-
mentary radio schedule pinpointed to
reach the type of audience composition
he wants.
4. The institutional advertiser: Use
of a regular, fixed program with which
he can become identified can be com-
bined with the geographic areas in
which he's particularly interested.
5. The advertiser with heavy com-
petition: If sales of Item X are dwin-
dling in seven major market areas and
in two regional areas, the manufactur-
er can hypo them 1>\ sending in a spe-
cially designed network schedule reach-
ing only those areas.
6. The regional advertiser: The
networks can set up a net work to cover
almost any region.
Q. What's the biggest argument
in favor of frequency?
A. Purchase of time periods scat-
tered throughout all listening bonis
and throughout the entire week will
net the Inner a large cumulative audi-
ence, multiple-impression impact and
a low cost-per-1,000.
Q. What's the main argument
tor staying in a fixed time period?
A. Purchase of a full program, aired
regularly, gives the buyer exclusive
identification with the entertainment
and the pei former. Il also tends to de-
liver more impact because the commer-
cial messages liil prelh much the same
I
202
FALL FACTS BASICS
NET RADIO (Continued)
Joe Rahull says:
NO MATTER HOW
YOU LOOK at IT —
"ain't she a lwney?"
So's the RAHALL CROUP
WKSP . . • ALLENTOWN, PA.
Leading station in the rich Lehigh
Valley area.
1st ... . in HOOPER
1st in PULSE
Call WEED for avails.
wfea
MANCHESTER, N.H.
First in news and good programming
I In a New Hampshire.
Call WEED for avails.
BECKLEY, W.VA.
wwnr
The hot "indie" in the growing West
Virginia territory.
Call EVERETT - M( .KINNEY for
avails.
wnar. . . norristown, pa.
A leader in the rich Montgomery
County and Philadelphia area.
Call WEED for avails.
RAHALL STATIONS
Joe Rahall, President
'Oggie" Davies, Gen. Manager
homes with frequency over a period
of time.
Q. What are some examples of
flexible buys?
A. Kraft Foods combines two big
objectives — (a) identification with a
personality and lb) a broad reach in-
to many homes — with its schedule on
Mutual. Kraft bins five five-minute
newscasts daily, five days a week, to
reach the turnover audiences from
10:30 a.m. to 5:55 p.m. The Texas
Co. likewise hits all levels, using two
diverse vehicles. The first is its con-
tinuing sponsorship of the Saturday
afternoon Metropolitan Opera broad-
cast on ABC. The second is a sched-
ule of 22 five-minute newscasts on
the same network every Saturday and
Sunday. With the Texaco News Re-
porter, it reaches its primary listening
target — people driving in cars on the
weekend.
Colgate has just invested $1.5 mil-
lion in network radio and CBS after
cancelling three daytime tv shows. It
bought 10 units weekly of seven and
one-half-minute strips each in three
quarter-hour programs, Backstage
Wije, Our Gal Sunday and The Sec-
ond Mrs. Burton. Products to be ad-
vertised are Colgate Dental Cream, Ad,
Ajax Cleanser and Fab. The schedule
takes the air in September, and is de-
signed to reach the steady afternoon
serial audience as well as the turnover
audience.
Winston and Warner-Lambert are
using NBC's 50-announcement pack-
age of six-second announcements in
two established shows. Both buy into
Monitor and Weekday, aiming at a
large cumulative audience throughout
the entire week. They're also getting
repetition and impact, and the value
of association with established pro-
graming.
Q. How will the network pro-
gram schedules be changed this
fall?
A. There will be no basic changes
in network radio programing concepts.
However, there will be many individ-
ual program shifts and development
of new shows. There are no program
innovations such as the two major net-
work radio experiments of last year,
when NBC introduced Monitor on
weekends and Weekday during the
MAKE A NOTE v/
NOW,
A NEW MAJOR
MARKET
with
A QUARTER-BILLION
DOLLAR BUYING POWER
With 154,000 popu-
lation, the
EUGENE ,
LANE COUNTY
area is
the LARGEST
WEST
COAST MARKET between
San Francisco and
Portland.
It's Oregon
s SECOND
MARKET. . .
•
and
FIFTH MARKET IN
THE PACIFIC N0RTH-
WEST.
FOR COMPLETE MARKET
DATA, see WEED & CO.
New York, Chicago,
Detroit, Boston,
Atlanta, San Fran-
cisco, Hollywood.
KERG
CBS for the
Willamette Valley
5000 Watts
in Eugene, Oregon
JULY 1956
203
NET RADIO (Continued)
week and when ABC debuted New
Sounds for You (now off the air).
With the exception of NBC, which
maintains block programing of Moni-
tor and Weekday for participations,
the networks will stick with fixed, tra-
ditional programs.
Here are some changes which the
networks contemplate:
ABC — The network is building up
its morning time block of variety and
drama from 9 to 11 a.m., and is add-
ing two shows to bolster this line-up.
Ilit\ are Grand Central Station, go-
ing in at 11-11:15 a.m., and the Jack
Paar Show, 11:15-30 a.m.
In the nighttime schedule, there'll
be a new "name" personality show
which is being developed for 8-8:30
p.m. to follow the five-a-week Mystery-
time block. ABC is also thinking of
putting in a late night (10:30-mid-
night) recorded music show. Another
program innovation is 12 new five-
minute programs which are being de-
veloped. These will be built around
news, special features and sports.
Some will have established "name"
performers, and others will be specially
designed and themed to subject mat-
ter considered compatible to specific
clients' products or services.
CBS — The network will maintain
its strong daytime serial block, moving
Pepper Young's Family to the 2:45-3
p.m. time period. It will also introduce
what is believed to be radio's first 10-
minute serial. P&G has bought a five-
minute news show at 2 p.m., and CBS
will follow this segment with a daytime
serial from 2:05-15.
The biggest nighttime innovation
will be a "family" of performers work-
ing with Robert Q. Lewis in a variety
show. The five-a-week program will
be aired from 8-8:30, and takes the
an September 10. Sunday afternoon
will be programed with two dramas,
Indictment and Fort Laramie, from
5-6:00 as a lead-in to the regular eve-
ning dramatic -\>>i>. CBS also has sev-
eral one-shots and holiday shows in
the works.
!//<'> Mutual i- developing five
hours <>f new programing which it will
feed lo affiliates for local sale, in ex-
• hange l<.i spe< ifi< "pre-cleared" time
periods. Ii- new affiliate contract goes
into effeel in November, and pro^ ides
f<>i this new local-sale programing as
follows: Monda) through Friday,
10:15-30 a.m.. 12:15-30 p.m., 1:15-25
p.m.. 7-7:30 p.m., 8:30-9 p.m.. 9:15-30
p.m.; Saturday, 10-11 p.m.; Sunday,
4-5 p.m., 7-7:30 p.m.
The entire network program sched-
ule is being completely revamped inas-
much as network option hours are be-
ing reduced from 62 to 35 weekly.
The stress will continue to be on news
and sports. Mutual also plans special
features, dramatic shows, forums, one-
shots and holiday programs.
NBC — The biggest program change
at NBC is the upcoming cancellation
of Weekday, aired three and one-half
hours daily, Monday through Friday.
Its demise was imminent at sponsor's
presstime, with three major factors
contributing to it. Advertisers and af-
filiates alike have been disappointed
in the lack of audience appeal and im-
pact, and Westinghouse Broadcasting
Co. has announced its decision to drop
all NBC daytime programing from its
four stations.
Weekday took the air from 10 to
noon and from 2 to 3:30 p.m. last No-
vember as a departure in conventional
network programing. A companion
show to the weekend Monitor, Week-
day likewise filled its time block with
assorted entertainment and news ma-
terial and sold it in the same way.
Both shows have split time segments
for multiple sponsorship, and partici-
pations are as short as six seconds.
Network heads are mulling over pos-
sible Weekday replacements. One pos-
sibility: a variety show from 10 to 11
a.m., followed by a love story drama
sequence from 11 to noon. All shows
being considered involve a name star
in mass-appeal formats.
Most of NBC Radio's program
changes and new show developments
will be in the daytime schedule. One
new afternoon show is Fred Waring,
4:30-5 p.m.
Q. How big is the network radio
audience?
A. In terms of actual tune-in. net-
work radio reaches some 24.6 million
families even four weeks .luring the
daytime hours: about 15.5 million
families at night.
Q. Is very much radio listening
done in tv homes?
A. The niM-i recent analysis "I j u-t
how much radio is listened to in tv
homes during the afternoon from noon
to 5 p.m. was commissioned by CBS.
Some of the findings:
1. In 14 million of the nation's 35
million tv homes, or in two of the five
quintiles, there's more tv viewing than
radio listening. But in 21 million tv
homes I three quintiles I , there is more
listening. In these 21 million homes,
the comparison shows 128 minutes of
daily afternoon (noon to 5 p.m.) lis-
tening, 38 minutes of viewing.
2. In the third quintile or 20r; of
tv homes. 55.4% of the total after-
noon radio-and-tv audience is radio
only. In the fourth group of seven
million tv homes, 88.4% of total tune-
ins are to radio only; in the fifth.
100% radio. Roughly two-thirds of
the total radio-tv audience in tv homes
in the afternoon is radio onlv.
3. The bulk of the viewing is done
in the same tv homes; 59.2% of all
weekday afternoon viewing is account-
ed for in 20% of the homes. Two
quintiles. 40 T of all tv homes, ac-
count for 86.7% of the viewing.
Q. How much does the automo-
bile radio audience add to the in-
home network audience?
Auto-Plus audience for its subscribers.
Some of its findings: During the week,
from 6 to 7 p.m. Monday through
Friday, the car audience averages 2().7
listeners for every 100 listeners at
home. The bonus from 7 to 8 is 32.1! I
of the in-home audience; from 8 to 9,
37.7%; 9 to 10, 29.2%0. On Saturda)
night. 55.9' I of the in-home audience
is added by the car audience from 8
to 8.15, 51.1% from 8:15-30, 52.7',
from 8:30-45, 49.5% from 8:45-9. In
the four-hour span from 6 to 10 p.m.
on Sunday, the Auto-Plus audience
never goes below: 31.0%, of the home
audience. The peak in that period is
52.9% at 7:30.
Q. How many radio sets are
there, and where are they located?
A. There are I 12 million ratlin sets
and the\ are distributed as follows:
total home sets including seeondan
sets I", ated outside the li\ ing i oom in
various places throughout the home.
'17 million sets: automobile sets, 35
million: in public places, 10 million.
204
FALL FACTS BASICS
NET RADIO (Continued)
Q. How significant is the auto-
mobile radio circulation?
A. Car radio set figures and auto-
mobile listening are a prime consid-
eration in the purchase of time by any
buyer. First of all, any audience
gained by an advertiser from car radio
circulation is a bonus or unpaid-for
audience. Secondarily, the radio audi-
ence is a "captive" one in that the only
other medium which can possibly rival
radio for attention is billboards. Third-
ly, and most important, because of the
size of the car radio audience and the
high rate of tune-in during driving
time, many advertisers are building
their entire broadcast efforts around
one objective: reaching people in cars.
Costs and coverage
Q. What does an advertiser get
for his money in terms of cost and
coverage?
A. These examples of network buys
illustrate buying techniques and the
type of coverage which they deliver to
advertisers for specific costs:
ABC — My True Story in the morn-
ing line-up reaches 6,251.000 different
homes in a four-week period, with each
home hearing 5.5 episodes. Costs to
advertisers range from $1,000 to
$1,300. with the number of homes per
minute averaging 1,551,000. Cost per
1.000 commercial impressions ranges
from a high of 840 to a low of 640.
Five-minute segments in the three pro-
gram plans — Breakfast Club, morning
dramas and Mysterytime — cost as little
as $650 each on a 260-time order.
CBS — For $10,131, a sponsor can
buy five seven and one-half minute
segments in the afternoon serial block.
Using a different show daily, Monday
through Friday, 12:30-2:45 p.m., a
buyer reaches 6,499,000 different
households per week, 9,744,000 dif-
ferent listeners at an average of three
commercial minute messages per house-
hold and listener. Cost per 1,000
households, 530; for 1,000 listeners,
36^. One five-minute segment of
Robert Q. Lewis on Saturday morning
reaches in four weeks 8,770.000 differ-
ent listeners, 4,471,000 different fami-
lies. Cost per 1,000 families, $1.07;
for 1,000 listeners, 550.
MBS — These are representative
minimum costs to an advertiser, after
allowance for maximum frequency dis-
counts, from Mutual's rate card: (A)
daytime programs — 60 minutes, $14,-
360 weekly; five minutes, $2,872;
nighttime programs — 60 minutes, $13,-
855; five minutes, $2,771. (B) par-
ticipations— 60 seconds, $1,500; 45,
$1,200; 40, $1,100; 30, $900; 20,
$700. (C) minute commercials in five-
minute shows — $9.75. (D) six-second
system < ues or billboards — $330.
NBC — An advertiser spending $7,-
588 on Monitor reaches 4,093,000 dif-
fernt homes a total of 6,937,000 times.
Ten commercials on Weekday, costing
$10,000, will be heard 12,486,000 times
in 5,642,000 different homes. A 50-
announcement package throughout the
week on Weekday and Monitor costs
$11,250. The campaign reaches 9.7
million different homes per week, for
a total of 39.9 million impressions.
Cost per 1,000 impressions: 280.
Q. How do network radio costs
compare with those of other mass
media?
A. They're considerably lower. A
comparison by CBS showed that a net-
work radio advertiser reaches 715 peo-
ple for every $1 he spends; 377 per-
sons for every tv dollar; 299 for every
dollar in magazines; 211 people for
every $1 spent in newspapers.
Q. When do people listen most
in their cars?
A. During the peak traveling times.
These are mornings and evenings to
and from work, weekends when people
are shopping and pleasure-driving,
warm-weather months when they're
traveling more. Market-by-market vari-
ations in auto listening are dependent
on such factors as weather conditions
and local living patterns.
r0 KC 1000 CLEAR CHANNEL
DAVENPORT, IOWA
0*M
QUINT CITIES BROADCASTING COMPANY
COVERING EASTERN IOWA AND
WESTERN ILLINOIS LIRE A BLANKET
*A*t4 J*.
FARM COMMUNITIES DAVENPORT ROCK ISLAND MOLINE EAST MOLINE BETTENDORF FARM COMMUNITIES
NATIONALLY REPRESENTED BY THE WALKER COMPANY
JULY 1956
205
/ takes a specialist
TO SELL THE LARGEST
SINGLE LISTENER-BUYER GROUP
IN SHREVEPORT
KCIJ
is the specialist for
country-music audience
Northern Louisiana is the heart of
the rich Ark-La-Tex farming and in-
dustrial area where radio listeners
like their music with a strong coun-
try flavor! KCIJ, specializing in
country-music and news, gives lis-
teners what they want! . . . gets
listener response where it counts
... in sales! That's why, in the 35
counties and parishes that make up
this area, KCIJ is FIRST* among all
independents and SECOND only to
the 50,000 watter— but at nowhere
near the cost!
*Pulse, March, 1956
IN NEW ORLEANS
WMRY
is the specialist for
Negro audience
In the New Orleans area the
picture is different! Here the
large Negro population in more
than 20 parishes and counties of
Southern Louisiana and Missis-
sippi represents the largest sin-
gle listener-buyer group. WMRY,
with its exclusive Negro pro-
gramming and increased power,
influences this rich market as no
other medium can. So strong is
WMRY that more Negro listen-
ers are tuned daily to WMRY*
than to the next 2 stations com-
bined!
*Puhe, Mar-Apr, 1956
Pat these 2 top sales specialists
to work foryoa now!
In Shreveport
KCIJ
The BIG City Station with the Country Flavor
5000 WATTS 980 KC
(NON DIRECTIONAL)
In New Orleans
WMRY
The Sepia Station— Now Double Power
1000 WATTS 600 KC
fNON DIRECTIONAL)
SOUTHLAND BROADCASTING COMPANY
Mort Silverman, Executive Vice-President & General Manager
i DQC
ftESllLTS
/
206
FALL FACTS BASICS
1956 FALL FACTS BASICS— SE( IK >\
lmdio
TOTAL RADIO SETS IN U.S. COME TO
142,000,000. HOME SET SALES TOP 1955
Page Number
Q. How many radio sets are in working order
Q. What's the trend in radio listening in tv homes
Q. To what extent does daytime radio complement tv
Q. What's the trend in ont-of-honie listen inii
Q. What's the audience composition of auto radio
Q. How do web day strips compare with segmented buys
Q. Does hnyer of segments ij<>t full clearance for each
Q. What's the relationship between day and niirht spot rates
212
218
224
230
238
241
246
248
Reprints trill be available at itOv each. Ifaantitn prices on request.
Write to Sponsor Services, Inc., 10 K. tUth St.. \ete York 17. V. Y.
I. DIMENSIONS OF RADIO
1.
How many U.S. homes have radios?
r
Millions of U.S. homes with radios, March, 1949-1956
U.S. homes 42.6 43.4 44.4 45.3 46.1 46.7 47.6 48.7
Radio homes 40.2 41.4 42.9 44.3 44.9 45.1 45.9 47.0
mum
1949 1950 1951 1952 1953 1954 1955 1956
Radio homes have pretty well kept pace with the growth in actually more non-radio homes than in 1952, the difference
all homes, these Nielsen figures show. While there are is not significant. The 1956 saturation figure is 96.5%
2. is
radio home ownership spread evenly?
r
Millions of radio homes, March 1956
~1
By regions
Total homes 12.8
Radio homes 12.3
By county size
17.7 13.0 17.9
17.1 12.6 17.1
Northeast East West
Central Central
South Pacific
C&D"
Unlike tv, radio home saturation is evenly spread over all
Bections of the country and in rural and urban areas, as
208
indicated by county size figures. In the south, where tv
has 53% saturation, radio has 95.7%. Data is from Nielsen
I
FALL FACTS BASICS
3.
How many radio sets are there altogether?
Total radio sets U.S., all types
1945
1956
Figure for 1945 is from NAB records for Jan. 1945. The
1956 figure is updated from the ARF-Politz study of May
1954, applies to 1 Jan. 1956. Updated figure was agreed
on by RAB, all radio webs, includes sets in public places
J
4.
How many auto radios are there?
Total auto radios in U.S. households
7,500,000
1946
Figure for 1946 is from NAB records for Jan. 1946. The
1956 figure is updated from the ARF-Politz study of May
35,000,000
1956
L954, applies to 1 Jan. 1956. Updated figure was agreed
on by RAB, all radio webs, doesn't include business vehicles
J
How are radio sets distributed?
r
j_
1
Number of sets and households
1
RADIO HOUSEHOLDS
TOTAL HOME SETS
SECONDARY HOME SETS
AUTO RADIO HOUSEHOLDS
AUTO RADIO SETS
SETS IN PUBLIC PLACES
TOTAL SETS
HOUSEHOLDS SETS
46,800,000
97,000,000
31,100,000
35.000.000
10.000.000
142,000,000
SECOND SETS
50,200,000
1
1
Figures an- from HAH. four radio networks
Politz study of May 1954. ARF did not
Bs update
count pub
(1 from AHF
lie place sets
1
I
.Y 1956
209
RCA
THESAURUS
PRESENTS
Six sales-building features to boost
your radio station's profits!
1. THE LAWRENCE WELK SHOW
Sparkling new series of half-houi
musical shows by the band that's
making TV history! Complete with
scripts and voice-tracks, this brand
new show stars Welk as emcee, plus
his roster of talented soloists.
2. FOOTBALL HIGHLIGHTS
Football's most memorable moments
recalled by Notre Dame Coach Terry
Brennan. An exciting series of 15-
minute, fully-recorded sports shows,
featuring big name guests!
3. GREAT AMERICAN WOMEN
About women — for women! Basil
Rathbone narrates 65 5-minute
shows about celebrated Americans
like Amelia Earhart, Eleanor
Roosevelt, Ethel Barrymore.
4. SHOW STOPPERS
A no-cost extra! New life and
laughter for your DJ sessions. 362
chuckle -loaded dialogues . . . more
than 60 different "characters". . . 17
dialects! 45 RPM discs and special
scripts build your DJs into the act!
S. JAZZ AT THE PHILHARMONIC
A special bonus for subscriber sta-
tions! 100 selections on ten 12" long
plays — jazz classics by all-time
greats like Ella Fitzgerald, Basie,
Hampton, Krupa, and Wilson, plus
100 voice-track interviews with
Norman Granz for your DJs !
6. SELL- EFFECTS
More than 2,000 singing commercials
covering over 70 sponsor-categories.
Time, weather and shopping jingles.
Special sound effects. Plus SELL-
TUNES — original and exclusive
words and music for specific spon-
sors, seasonal campaigns, and spe-
cial occasions . . . arresting new
themes for your DJ shows!
There they are, six solid sellers join-
ing the parade of money-making
RCA THESAURUS features that
meet your every program need ! Dis-
cover what this complete merchan-
dising, programming library service
can do for you with its 5,000 selec-
tions, weekly continuity service,
sales aids and audition discs! Get
the details on the exclusive "Shop
At the Store With the Mike On th<>
Door" plan that brought 290
THESAURUS subscribers extra in-
come! Call your RCA THESAURUS
representative today!
Nearly 20 hours of THESAURUS
weekly programming include:
The Hour of Charm
Wayne King Serenade
Date in Hollywood
The Freddy Martin Show
Hank Snow
The Melachrino Musicale
Great Days We Honor
The Frank Luther Fun Show
"The Grantland Rice Story"
755 East 24th Street, New York 10, N. Y.
Murray HOI 9-7200
445 N. Lake Shore Drive, Chicago, III.,
WHitehaU 4-3530
522 Forsyth Building, Atlanta 3, Ga.,
JAckson 4-7703
1907 McKinney Avenue, Dallas 1, Texas,
Riverside 1371
1016 N. Sycamore Avenue, Hollywood 38,
Calif., OLd field 4-1660
DIMENSIONS OF RADIO
How are radio sets in working order distributed?
Number of sets in >vorkin» order and households with sets in working order
Radio households
Total home sets
Secondary home sets
Auto radio households
Auto radio sets
Sets in public places
HOUSEHOLDS
45,000.000
28,200,000
SETS
82,000,000
32,000.000
10,000,000
SECOND SETS
37,000,000
Total sets
Figures are from RAB. four radio networks
as updated from ARF-Politz study of May 1954.
124,000,000
Data is of 1 Jan. 1956. It's assumed all public place sets
are in working order since ARF did not measure them.
7.
r "
How many multi-set radio homes are there?
33.8% of U.S. households
have only one radio set
32.7% have
two sets
These figures are from the ARF-Politz
study of May 1954, have not been up-
dated by industry because of difficulty
of getting accurate figures without
field work. Data includes auto sets.
Proportion of multi-set homes is higher
now, it is believed, because of high
set production with more auto radios
and portables sold. The actual fig-
ure, however, can only be estimated.
33.5% have three
or more sets
L
8
- Where are U.S. radios located in and out of homes?
I hese figures are from
\l!l'-l'(,iit/ stud) of May
195 1. have not been
updated because "I
difficulty of getting
accurate figures without
field work. < !ui renl trend is
toward more auto radios,
more radios outside
r>f li\ ins room
~1
i
J
5.8% other
locations
25.9%
in autos
I
212
FALL FACTS BASICS
RADIO
1290 ON THE DIAL
OMA
theiclock!
- "V
LOCAL BILLING UP
*
PULSE & HOOPER UP, TOO!
From 4th to 2nd Place in 8 Months!
. . . still going up!
THE ONLY 24 - HOUR MUSIC, NEWS
& SPORTS STATION IN OMAHA .
^©□o?
5000 WATTS — FULL TIME
EXCLUSIVE NATIONAL REPRESENTATIVES AVERY - KNODEL, INC.
NEW YORK CHICAGO LOS ANGELES SAN FRANCISCO DALLAS
JULY 1956
ATLANTA
213
II. RADIO SET PRODUCTION
1.
How many radio sets have been produced in the U.S.?
1
Total U.S. radio set production, 1924-56
Year '24 '25 '26 '27 '28 '29 '30 '31 '32 '33 '34 '35 '36 '37 '58 '39 '40 '41 '42
'45 '47 '48 '49 '50 '51 '52 '53 '54 '55 '/4 >/4
'55 '56
SOURCE: RETMA. YEARS 1924-27. 1929. 1947-53 ESTIMATED 1955-56 FIRST THREE MONTHS ONLY
J
"I
2.
What types of radios are the most popular?
L .
3.
Radio set production by type. 1917-1955
Year
1947
1948
1949
1950
1951
1952
1953
1954
1955
Home
14,082.662
9,630,308
5,961,196
8,174,600
5,974,297
4,043,128
4,402,938
3,067,644
3,393,882
Clock
777,155
1,929,036
2,071,120
1,874,908
2,243,674
Portable
2,458,277
2,629,569
1,843,383
1,674,700
1,332,990
1,719,859
1,741,564
1,333,518
2,027,545
Auto
3,459,061
4,240,132
3,595,421
4,740,600
4,542,920
3,242,849
5,182,934
4,124,460
7,229,954
SOURCE: TOTAL U.S. PRODUCTION 1947-55 ESTIMATED.
How does radio set production compare with other appliances?
L
214
The important pail radio \>\d\> in the home is
illustrated by a comparison of radio set sales
the wai with othei appli inces. The
Illative lulal cil radio >el -,ilr- limn \')'2'2
through L95S i 185,800,950, according to K II MA.
Appliance Gguri m "Electrical Merchandising."
FALL FACTS BASICS
now
WOLF
IS
Kb I in homes
Share of Radio Audience — C. E. Hooper, January-April, 1956 (Latest)
8 A.M. -6 P.M. Monday thru Saturday.
TOTAL
RATED
TIME
PERIODS
RADIO SETS
IN USE
STATION
A
STATION
B
STATION
C
WOLF
STATION
E
9.9
15.5
25.4
9.7
27.1
20.6
FIRST
m cars
Car Listening — C. E. Hooper, November 1953 and April 1954 (Latest)
(7:00 A.M. -7:00 P.M., Monday thru Friday)
TOTAL
RATED
TIME
PERIODS
RADIO SETS
IN USE
STATION
A
STATION STATION WOLF STATION
B C W E
34.5
14.9
16.6 11.2 35.2 21-5
I IRoT in points of sale
Business Establishments — C. E. Hooper, October 1955 (Latest)
(9:00 A.M. -5:00 P.M., Monday thru Friday)
OVERALL
RADIO SETS
IN USE
STATION
A
STATION
B
STATION WOLF STATION
C W E
28.2
20.7
10.9
143 38.9 13-4
RATING for RATING... RATE for RATE
in CENTRAL NEW YORK it's... -
NATIONAL SALES REPRESENTATIVES
|ULY 1956
SYRACUSE, N. Y.
THE WALKER COMPANY
215
>
^k
A QUARTER OF A MILLIOlO
This mountain came to KMOX during National Radio
Week ... a mountain of 251,038 pieces of mail in
only seven days. KMOX local personalities and feature
programs gave a "radio-a-day" during Radio Week,
and listeners reacted with the kind of immediate
"audimated" mass response that only KMOX can de-
liver in the St. Louis market. For mass sales response in
the Mid-Mississippi Valley, call KMOX, CEntral 1 -8240,
or your CBS Radio Spot Salesman.
>OSTCARD^ltKg»EVEN DAYS
THE VOICE OF ST. LOUIS • CBS OWNED - 50,000 WATTS
III. RADIO LISTENING HABITS
GENERAL
1.
in this GENERAL section show listening habits which have no
particular relevance to either spot or network. In the NETWORK and SPOT
to follow viewing figures are slanted to client- in each medium
How does radio listening vary by months?
I_
2.
Average hours of in-home listening per home per day, 1955
( radio-only homes radio-lv homes)
4 Hr.
3 Hr.
2 Hr.
I Hr.
0 Hr.
Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec.
Source: Nielsen Radio Index
What's the trend in radio listening in tv homes?
— "i"
r-^
t
'■^
3T
3'
SI
3'
J*
-.
»«
i'
3«
4-i
1*
%
_!
Average hours of in-home listening per home per clay in tv homes
171 . 1.69
.83
82
1952 I I 1953
1955
As Nielsen figures to left show, listening
hours in tv homes have risen slightly
in recent years. The percentage increase
indicated is equal to about six minutes
daily. These figures indicate stability
rather than change, show pattern of future
Source of data is ABC Radio
.
3.
r
What percent of all homes does radio reach in an average week?
~1
1955
Morning
i 6 a.m.-Noon i
\ liri noon
i Noon-6 p.m. )
Evening
(6 p.m.-Mid.)
Total
|ALL HOMES
!tv HOMES
(radio-only homes
all homes
TV HOMES
RADIO-ONLY HOMES
ALL HOMES
TV HOMES
RADIO-ONLY HOMES
[ALL HOMES
!tv HOMES
RADIO-ONLY HOMES
SOURCE: NIELSEN RADIO INDEX
NOT
79%
78%
AVAILABLE
75
75
84
84
NOT
82
79
AVAILABLE
75
75
91
89
79°o
76
70
N.A.
67
62
N.A.
89
89
92%
92
91
N A.
90
89
N A.
95
96
218
FALL FACTS BASICS
4 looks at the way Kansas City listens
Call see WHB)
March-April, 1956
Latest available
Metro Pulse: WHB 1st
Area Pulse: WHB Lst
360 out of 360
263 out of 288
I , tours in and out of home,
14 hrs. . . . with 25-2nd place
Mon.-Fri. 6 a.m.-midnighl
14 hrs., Mon.-Sat.. 6 a.m.-O p. 111
Feb. -May 1956
March. 1956
K. C. Hooper: Will'. Ls1
Area Nielsen: WHB 1st
248 out of 260 Va hrs.
every time period,
lst all day with
1st all day and nighl
43.5% share of audience
42% share of audience
Mon.-Fri. 7 a.m. -6 p.m.
Mon.-Sat. 6 a.m.-midnighl
Sat. s a.m.-6 p.m.
Dominate? And how! Listen to the na\
Kansas City looks the way Blair tells it —
or talk to WHB General Manager George
W. Armstrong.
WHB
10,000 watts— 710 kc
Kansas City
CONTINENT BROADCASTING COMPANY
"The Storz Stations" — President: Todd Stori
WDGY, Minneapolis-St. Paul
Represented by
Avery-Knodel, Inc.
KOWH, Omaha
Represented by
H-R Reps, Inc.
WHB, Kansas City
Represented by
John Blair & Co.
WTIX, New Orleans WQAM/ Miami
Represented by Represented by
Adam J. Young, Jr. John Blair & Co.
'Transfer Subjrcl to K < Ipproval
RADIO LISTENING HABITS
NETWORK
While most of the viewing figures in this network section cover
total viewing and not network viewing specifically, they are particularly
useful to network advertisers, since they are based on New York
rn) rather than local time. However, the data is also
useful for general purposes since it shows broad listening patterns
1.
r
How does in-home radio listening vary by time of day?
Morning is peak listening time
Mon-Fri daytime
A
Hourly listening figures shown
below are from Nielsen Radio
Index, cover Jan. -Feb. 1956
All days nighttime
a
6 A.M. -7
7-8
8-9
9-10
10-11
11 -NOON
%
5.4
Homes 000
2,538
13.1
6,157
17.1
8,037
16.4
7,708
17.7
8,319
16.6
7,802
%
Homes '000
NOON-1
17.1
8,037
1-2
16.7
7,849
2-3
13.4
6,298
3-4
12.3
5,781
4-5
12.3
5,781
5-6
12.1
5,687
%
Homes '000
6 P.M. -7
10.3
4,841
7-8
9.2
4,324
8-9
9.1
4,277
9-10
8.4
3,948
10-11
6.9
3,243
11-MID.
5.3
2,491
L
J
£. What's the volume of radio use morning, afternoon and evening?
I 1
Average hours in-home listening per radio home per day by day parts
2 MRS. 21 MIN
NIGHT
2 MRS. 7 MIN
lift
41 MIN
41 MIN.
AFTERNOON
r«iOON.6 P.M.
-
MORNING
' « •' NOON
MONOAY- FRIDAY
AVERAGE
SOURCE: NIELSEN RADIO INDEX, NOV. -DEC. 1955
2 MRS 14 MIN.
1 HR. 50 MIN.
40 MIN.
33 MIN.
SO MIN.
46 MIN.
31 MIN.
44 MIN
SUNDAY
All DAYS
AVERAGE
220
FALL FACTS BASICS
It's a BASIC FACT in the Nation's
Number 1 Test Market . . .
WITH
SYRACUSE, N
Is the BIG Station
In the BIG Market
* POWERED TO COVER THE WHOLE BUYING AREA
5 rich counties from Dairyland in Northern N.Y. to the indus-
trial Southern Tier. And remember, too, Syracuse is the cross-roads
of all main rail and highway, a "red hot" market where diversified
industry employs a labor force crowding half a million; a population
of a million and a half buyers. Here's another fact . . . 10% of
N.Y.'s 4 million passenger cars are owned within sound of WFBL's
voice . . . 80% of them have radios and most of them are habitually
tuned to WFBL.
* PROGRAMMED TO COMMAND ATTENTION
Six "selling" personalities . . . music, news and sports ... a variety
of WFBL-tuning incentive programs . . . and a "local" flavor pro-
vided throughout WFBL's broadcasting day.
TO DO A TEST MARKET JOB . . .
OR A SELLING JOB OF ANY KIND . . .
YOU HAVE TO INCLUDE
Represented by —
Peters, Griffin, Woodward, Inc.
A member of the Founders
Corporation's Croup of Sta-
tions: KPOA and the Inter-
Island Network, Honolulu;
WTAC, Flint, Mich.; KTVR,
Channel 2, Denver; WFBL,
Syracuse.
JULY 1956
221
RADIO LISTENING HABITS NETWORK
3. H
ow do listening levels compare in radio-tv and radio-only homes?
Homes using radio by day parts
Radio H(
R
jmes Using
idio
TV Hom<
Rad
s Using
LO
Radio Oi
Using
l\ Homes
Radio
8:00 a.m. -12 Noon
i Mon.-Fri.)
AVG. AUD.
17.0%
HOMES OOO
7,990
AVG. AUD.
15.0%
HOMES OOO
5,290
AVG. AUD.
22.6%
HOMES 'OOO
2,700
12 Noon-6:00 p.m.
i Mon.-Fri. )
14.0
6.580
11.7
4,113
20.7
2,467
6:00-11 p.m.
8.8
4,136
6.2
2,176
16.5
1.960
<Sun.-Sat.)
SOURCE: NIELSEN RAD
O INDEX. JAN.
■FEB. 1956
'. How does radio listening vary by seasons?
Seasonal index of average hours of listening per home per day
Data here comes from Nielsen
Radio Index. Dotted lines show
average annual listening level,
i~ given arbitrary index figure
of 100. Figures above liars are
comparisons of seasonal listening
Daytime
6 a.m. -6 p.m.
104
104
Annual
average — —
index figures comparing seasonal i :32 hrs. (100%)
listening with annual average.
Figures beneath bars arc the
actual daily hours of listening
Nighttime
6 p.m. -Midnight
A
Annual
106
average
:33 hrs. (100%) 97
97
Daily hours viewing
:35
Winter
Months (Jan. -Feb.
1956)
:32
Spring
( M*r.-Apr.
1956)
:37
Summer
(July-Aug.
1955)
1:36
1:36
p:
1:25
Winter Spring Summer
(Jan. -Feb. (Mar. -Apr. July-Aug.
1956) 1956) 1955)
222
FALL FACTS BASICS
radio
in Cleveland
The sales power of WERE'S six air personalities
is practically legendary in this business.
They sell more cars, appliances, soaps, foods,
and cosmetics than any other Cleveland
disc jockeys ... and at a much lower cost!
24 hours a day, 7 days a week, these men provide radio basix
■
' BOWMAN
;AM lo 7 AM)
I
WALT HENRICH
(7 AM to 9:30 AM)
TOM EDWARDS
(10.30 AM lo 2 PM)
BILL RANDLE
(2 PM lo 7 PM)
PHIL McLEAN
( 7 PM lo midnight)
CARL REESE
12 midnight lo 5:30 A:
And besides the basix . . . here are six other basics
for buying WERE to sell Cleveland
1. RATINGS
If you buy ratings . . . you must buy WERE, the station that outpulls
all others, according to Pulse, Nielsen, and Hooper.
2. AWARD-WINNING NEWSCASTS
Winner of the Headhner's Award, WERE presents Cleveland's most out-
standing world and local news roundup throughout the day and night.
3. BASEBALL
All Cleveland follows the Indians, on WERE, the only Cleveland
radio station that carries the games.
4. WOMEN'S SHOW
Louise Winslow's daily commentary and interview program is
Cleveland's top women's show.
5. NOTRE DAME FOOTBALL
In Notre Dame-minded Cleveland, fans follow the games every
Saturday on WERE.
6. MERCHANDISING AND SALES PROMOTION
In addition to buying the top station, sponsors get the most
comprehensive merchandising and sales promotion.
BUY WERE and SELL Cleveland
Represented by-. Venard, Rintoul, and McConnell, Inc.
General Manager. . . Richard M. Klaus
RADIO LISTENING HABITS NETWORK
5.
To what extent does afternoon radio complement tv?
Daytime radio is stroiiir in many tv homes which view little
170
7 million TV Homn
7 million TV Horn*.
7 million TV Home*
7 million TV Hom«i
7 million TV Homn
11,800,000 RADIO-ONLY HOMES
■
11.2*
41.8%
124.2%
760.0%
Averog* No. of TV Minutos
I Avorage No. of Radio Minuto*
Chart above is special Nielsen analysis for CHS Radio, covers
average daily minutes of radio, tv tuning during 5-9 Dec. L955
from Noon-5 p.m. Top five liars represent minutes of viewing
and listening in tv homes. Each bar represents 20% of all tv
in decreasing order of intensity of viewing. Figures at
right show ratio between radio and tv tuning. Note that top
two bars, which represent 40% of tv homes, account for nearly
si', of total daily tv usage in afternoon. However, 60% of tv
homes only account for 1 3% during one week's period. Note
also that in nearly l!l million tv and radio-only homes th< •
was mi tv tuning during week measured. In 60% of tv homes
there is more listening in the afternoon than there is viewing.
~1
6.
How does location of in-home audience vary by day parts?
DISTRIBUTION OF LISTENING - AVERAGE QUARTER HOUR
® o . _©__ © ®
MORNING
34.9
9 AM-12 N
AFTERNOON
12 N-6PM
EVENING
6-11 PM
406
33 4
B
KEY
(A) living room M-l Bedroom (C ) Kitchen 1*J Olh»r loom in homo (E) Olhoi plot* oulnd* horn*
\\ hile i harl dal I ill of 195 l I "W ard Dailj Living
Habits Survey" foi MBS), its implications are truei than
radio folio ti net around the house. I he pei
n
224
cent "l living room listening is certainly less today than
in 1954. Note the heavj kitchen listening during the
morning hours. Note also stability of bedroom listening.
I
FALL FACTS BASICS
*
New Hooper— New High— New Orleans
Still Rocketing!
WTIX 26.2%
Station "A" .. - — 17.1%
Station "B" 8.3%
Station "C" _. 8.1%
Station "D" _ 7.8%
Station "E" 7.1%
Station "F" 6.5%
Station "G" __ 5.5%
Station "H" 5.1%
Station "I" 3.8%
Station "J" __ 3.7%
New Orleans' new radio leader is still rocketing. New
Hooper* for New Orleans shows a new high in audience for
WTIX :
29.0% 24.1% 26.2%
morning afternoon all-day
WTIX is first in 150 out of 220 weekly quarter hours, second
in 70, third or lower in NONE.** WTIX is demonstrating
vigorous ability to attract listeners ... to keep them attracted
. . . and (here's where you come in) to sell. Get the New Or-
leans story from Adam Young, or WTIX General Manager,
Krrd Iicrtliclson.
* Hooper Radio Index, 7 a.m.-6 p.m., Mon.Fri., April-May, 1956.
** Hoi, per Continuing Measurement of Broadcast Audiences,
Jan. March, 1956.
4fc&W)
mt
3NTINENT BROADCASTING COMPANY
"The Storz Stations" — President: Todd Storz
New Orleans 16, La.
WDGY, Minneapolis-St. Paul
KOWH, Omaha
WHB, Kansas City
WTIX, New Orleans WQAM,* Miami
Represented by
Represented by
Represented by
Represented by Represented by
Avery-Knodel, Inc.
H-R Reps, Inc.
John Blair & Co.
Adam J. Young-, Jr. John Blair & Co.
"Transfer Subject to FCC Approval
JULY 1956
225
RADIO LISTENING HABITS
SPOT
1.
Since most fiprures on U.S. listening are usually shown on the basis of eastern time,
which is mainly of interest to the network advertiser, SPONSOR provides below
some figures showing listening by time zone (local time) and regions. This data
will be of interest to regional and spot clients, who buy according to local time.
How does radio listening differ by regions?
Average daily hours listening by market group and season
PACIHC COAST
JAN-MARCH
, 1955
APR- JUNE, 1955
JULY-SEPT., 1955
2.1
2 1
I
NOtTHEAST
1 8
1
2.1
1
1
EAST CENTIAl
2.4
2 2
|
1
2 5
I
MIDWEST
2 5
• 2.3
|
SOUTH
2.1
1
23
I
PACIFIC COAST
:>ct
■DEC,
2.4
1955
1
2.5
JAN-MARCH, 1956
1
2.4
NOKTHEAST
2 1
2 0
I
EAST CENTRAl
2.1
1
2 1
1
MIDWEST
1 3
1
22
1
SOUTH
1
2.4
1
2.3
1
In Nielsen data above market groups are: Northeast—
Boston, New York, Philadelphia; East Central — Cleveland,
Detroit, Pittsburgh; Midwest — Chicago, Kansas City, Mil-
waukee, Minneapolis, St. Louis; South — Atlanta, Baltimore,
Washington, Birmingham, Dallas-Ft. Worth, Houston, New
Orleans; Pacific Coast — Los Angeles, Portland, San Diego,
San Francisco, Seattle. Data for south during Jan. -March
1955 period is not available. Note that differences be-
tween market groups and seasons is slight. Data is only
indicative since only parts of each region are measured.
2
- What are the national listening figures by local time?
Percent homes using radio per average minute by day parts
Kk<>",
16.2%
■
14.5%
I
1
12.2%
11.7%
1
1
1
1
6.1%
1
6-9 am
9 am-Noon
Aoon-3 pm
3-6 pm
6-9 pm
9 pm-Mid.
SOURCE: NIELSEN RADIO INDEX. JAN. -FEB. 1956, MON.-FRI. AVERAGE. FIGURES COMBINE LISTEN-
ING IN EASTERN, CENTRAL, PACIFIC TIME ZONES ON LOCAL TIME BASIS
226
FALL FACTS BASICS
i
lio station most advertisers use
KSFO
560 FIRST IN SAN FRANCISCO
oi
^^
u^
a^6
U<le>lt
^^'''Jawfc*
uaV teport
a this ^etT\ „t Dv^eC „c-c v°a *
,e re&ard^n -Board oi l9sS, Y ,v
"T^'"1"- — **«?; r.jv °w!e.«» *«
tbvr W r tiet*°rK a.-Per Us
"I „*« «'W° , "«•'-' "^t« »•"*'
.J rrv'
s^**, !°rtban^ re) *»***,.
tS ^ d°noepe^e^- 5. 7<7o ^ ^c«
p\ease s vvs> ..Unft a^ ■ urease >° > oU
PSUU Stan*5 , b,VUng ^ ltlCte
s odours .„.auo<>10 _„r. e
FIRS
FRAN
■*» sti ' ed - «•-.,$»» **,: ««« -s. »v
on^e^arvdvov>^aV
earn^&s'
WESLEY I. DUMM, PRESIDENT
R. W. WASSENBERG, EXEC. VICE PRESIDENT & GENERAL MGR.
FRANKLIN M. DUMM, SEC. TREASURER
MORE advertisers
buy KSFO-560 than
any other station
in San Francisco.
KSFO's current list of
NATIONAL and Regional
advertisers include:
ALLSTATE INSURANCE
AMPRO PRODUCTS
BAFFLE BAR CANDY
BELFAST BEVERAGES
BENDIX APPLIANCES
BURGERMEISTER BEER
BLUE SEAL BREAD
CALIFORNIA PACKING
CALSO WATER
CERTO-SURE JELL
CHEVROLET DEALERS
CRIBARI WINE
CROSLEY APPLIANCES
EVEREADY BATTERIES
EXLAX
FALSTAFF BEER
FOLGER'S COFFEt
FORD DEALERS
GREYHOUND BUS
HOUSEHOLD FINANCE
INTERSTATE BAKERIES
KRAFT FOODS
LOCAL LOAN
MANISCHEWITZ WINE
MENNEN BABY OIL
MOTOROLA APPLIANCES
MYSTIK TAPE
MODE O DAY
NATIONAL VAN LINES
NORGE APPLIANCES
PACIFIC SOUTHWEST
AIRLINES
PACKARD DEALERS
PALL MALL
PEPSODENT
PHILCO PRODUCTS
PLYMOUTH DEALERS
REAL GOLD
REGAL PALE BREWING
SATURDAY EVENING POST
SCHWEPPES
SEVEN UP
SENDERALLA
STOKELEY VAN CAMP
SOUTHERN PACIFIC
TANGEE
TAREYTON FILTERS
TWA
WEBCOR
WINSTON CIGARETTES
. . . plus 91 local advertis-
ers who listen fo KSFO-560
as well as buy it.
RADIO LISTENING HABITS SPOT
3.
n
What audiences do stations get beyond prime marketing areas?
Stations vary greatly in attracting audiences beyond market zone
Additional NSI Area
Homes Beyond Metro
Average Station Audiences
Beyond NSI Area
Range
Average
12%
Markets
Range
Average
8 Markets
under 15%
8 Markets
3%-26%
13%
6 Markets
15 to 20%
18%
6 Markets
2%-33%
15%
1 1 Markets
20 to 35%
30%
1 1 Markets
1 %-70%
26%
5 Markets
over 35%
40%
5 Markets
696-1 1696
39%
Chart above is taken from Nielsen Station Index, covers 30 markets.
The markets are grouped at left according to the percent of all radio homes
that lie beyond the metropolitan area but are still within the NSI area. In
the first market group for example, there are eight markets in which the
NSI area homes lying beyond the metro area are 15% or less of the metro
area homes. This indicates that the metro area is large. In other words,
these are big cities. Roughly speaking, the higher the percent of NSI area
radio homes beyond the metro area, the smaller the market is likely to be.
So the lower you go, reading down the column at left, the smaller the
market. In the smallest market group, the percent of homes beyond the
metro area and within the NSI area is almost half of the metro area. Fig-
ures to the right deal with average station audiences and not homes. Note
also they deal with audiences beyond the NSI area. In the bigger market
groups, the audiences beyond the NSI area are relatively small. This is true
despite the fact that there are many 50,000-watt stations in these markets.
Tv data in the same market groups not shown here, do not show any par-
ticular pattern. In the first eight markets the average tv station audiences
beyond the NSI area comes to 41%. In the second group it is 32%. In the
third group it is 16%. And in the fourth group it is 26' \ . Within these aver-
ages variations are large (as in radio), an important lesson for timebuyers.
J
228
FALL FACTS BASICS
this fall, more than ever before . . .
Nota) —
U»U)tfwu|
oubdh
t\tdMwlk\
OUR ADVERTISERS HAVE KNOWN IT FOR YEARS
IV. OUT-OF-HOME LISTENING
1. Where does out of home listening take place?
LOCATION
OF OUT-OF-
HOME
LISTENING
Auto
Work
Visiting
Portables
Restaurants
Retail Shops
Schools, etc.
Total
SUMMER 1953
61.8%
25.5%
14.1%
5.0%
3.9%
6.3%
1.0%
~117.6%*
WINTER 1954
54.8%
29.4%
16.8%
0.9%
3.5%
10.0%
1.6%
117.0%*
WINTER 1955
55.2%
25.4%
15.6%
0.8%
3.9%
8.4%
1.8%
111.1%*~
SOURCE: PULSE. AUG 1953. NOV 1954. DEC. 1955 MULTIPLE RESPONSES
2.
How many homes use auto radios?
Homes usiiiji auto radios during three selected hours
While in-home listening accounts
for the greater part of all radio
likening, auto li-tciiing is
growing in importance. The 8-9
a.m. "Auto-Plus" figure i- equal
to 22' , of in-home listening. The
Sundaj figure is equal to 39* ,
SOURCE: A C NIELSEN. SUMMER. 1955
-> I!
7,327.000
7,388,000
4
*JT'
*
...-..■ x
■
5,526,000
4
IN HOM6 RACHO '
USE
6,004,000
5.483,000
3,373,000
-
,1 •"
•
auto-pius use
I.321.00C
1705,000
2.148,000
8-9 AM
MON. THRU FRIDAY
5-4 P.M.
SUNDAY
78 P.M.
230
FALL FACTS BASICS
Cash in now on the big sales excitement buzzing
in the Cincinnati and Birmingham radio markets. Put
your radio advertising where it gets results ... on
WSAI and WILD, the two live-wire stations that get
action for more and more sales -happy sponsors.
'EET THE MAN
CIWWHHJ
1
...IN
RWOOD R. GORDON
y|D THE CREW
f
A« UH***1
Carrying
ploy-byplay
broadcast of
the Cincinnati
Redlegs
i. BASSETT HAROLD O. PARRY
O BOOSTED WSAI TO A
V HIGH WITH CINCIN-
H ADVERTISERS . . . AND
i TURNING WILD INTO V
— w
HOT SALES SPOT WITH <CT
MINGHAM SPONSORS.
IN BIRMINGHAM
HAPPY
SPONSORS
ARE
CHEERING!
Carrying
play-byplay
broadcast of
the Birmingham
Barons
Music
News
Sports
THE NEW SOUNDS WITH A CASH REGISTER RING!
GORDON BROADCASTING CO.
Sherwood R Gordon
President and Managing Director, WSAI
Charles A. Black
Vice President and Managing Director WILD
Nat I Representatives.
Weed I Co.
OUT-OF-HOME LISTENING
J. How much does out-of-home listening add to in-home?
Percent oiil-of-home listening adds to in-home listening in 29 markets
IN-HOME + OUT-OF-HOME = THIS '7c PLUS
Atlanta
19.1
Baltimore
17.0
Birmingham
20.0
Boston
19.4
Buffalo
17.3
Chicago
18.8
Cincinnati
16.4
( lleveland
16.3
Columbus
17.1
Dallas
20.3
Detroit
17.8
Fort Worth
18.8
Houston
19.1
Kansas City
18.5
Los Angeles
20.0
Miami
21.4
Milwaukee
19.1
Minneapolis-St.Paul
18.1
New Orleans
20.8
New York
19.2
Philadelphia
16.4
Pittsburgh
18.6
Portland, Ore.
18.9
Richmond
16.0
St. Louis
19.3
San Diego
i::.::
San Francisco
20.4
Seattle
19.5
Washington, D. C.
19.1
Figures above arc from Pulse's semi-annual homes using radio bul ratio between in-home
study of out-of-home listening. In-home and and oiil-ol'-homo. Data covers Jan.-Feh. 1956
out-of-home columns -how percent of homes except Columbus, Dallas, Detroit, Fort,
listening bj average quarter hours seven days Worth (Dec-Jan.). Miami (Feb.-Mar.), New
a week. Percentage plus is not measure of York (Feb.) and Cleveland (Mar.-Apr.)
L
232
J
FALL FACTS BASICS
A. C. NIELSEN* makes WINN FIRST IN
LOUISVILLE
after only 90 days under NEW
ownership and management
WINN leads all Louisville Stations during
the important 3 to 6 p.m. period - never lower
than 3rd place all day and night!
The magic touch of Louisville's four great
radio personalities on WINN produced this
spectacular rise— JOHNNY MARTIN, BILL
GERSON, JOE COX and PAT O'NAN.
Plus the most imaginative merchandising,
the most dynamic promotions, the most crea-
tive programs ever produced or seen in Louis-
ville.
WINN is Louisville's only 24-hour-a-day
station, and in busy, booming Louisville 119
manufacturing plants work shifts all night
long — pipe in WINN's exciting new pro-
gramming for workers on the job!
40,000
Louisville Homes for only
$8.00 on WINN
172,800
Louisville Homes for only
$30.00 weekly on WINN
Actual homes listening
BUY
WINN
TO SELL
LOUISVILLE
'March 1956
GLEN HARMON, Gen. Mgr.
FORJOE & CO., National Representative
Associated with WALT Tampa —
WMFJ Daytona Beach
JULY 1956
233
OUT-OF-HOME LISTENING
4.
What's the trend in out-of-home listening?
Percent homes listening out-of-home, winter and summer, 1951-1956
Atlanta
Baltimore
Birmingham
Boston
Buffalo
Chicago
Cincinnati
Columbus
Dallas
Detroit
Fort Worth
Houston
Kansas City
Los Angeles
Miami
Milwaukee
Minneapolis-St. Paul
New Orleans
New York
Philadelphia
Pittsburgh
Portland, Ore.
Richmond
St. Louis
San Diego
San Francisco
Seattle
Washington, D. C.
Median
1951
S
4.0
2.7
2.9
2.6
4.1
31
39
3.5
3.5
19
W
52
S
31
3.2
3.0
3.3
3.3
4.1
2.9
2.6
3.2
2.6
3.1
3.0
3.0
3.8
3.5
4.3
2.9
33
3.5
4.0
33
3.7
3.6
2 1
3.8
4,3
2.6
3.1
3 1
36
3.1
3.3
1953
W S
3.3
3.2
3.2
3.8
31
3.1
3.0
4.2
2.9
3.1
4.0
3.5
3.9
2.8
32
3.2
3.6
3.5
3.5
4.2
3.5
3.7
3.6
3.1
3.9
3.8
3.8
3.2
4.4
3.4
3.2
4.4
3.8
2.9
3.4
3.2
i 1
32
3.6
3.6
1954
W S
3.2
3.2
3.6
4.4
3.6
3.9
3.6
3.6
4.5
3.1
3.3
3.4
4.4
3.6
3.4
3.1
35
4.1
32
3.7
3.6
3.6
3.6
3.8
4.6
3.7
4.3
3.9
3.2
3.9 4.2
4.1
3.7
4.8
3.8
3.7
-18
3.9
3.2
3.8
3.5
4.2
3.5
4.0
3.8
1955
W S
32
3.2
3.3
4.2
3.2
4.1
.3.6
3.1
3.6
3.9
4.0
3.4
4.5
3.3
3.3
3.7
3.3
4.4
3.9
3.5
3.6
2.9
3.8
3.5
4.2
4.4
3.7
3.6
3.6
4.6
3.4
4.2
3.9
3.3
4.0
4.2
4.3
4.7
3.7
38
3.9
3.4
4.4
4.0
3.9
3.0
4.2
3.8
4.2
3.9
3.9
1956
W
3.4
3.4
4.1
4.8
3.2
4.0
3.8
3.4
4.5
3.8
4.0
4.3
3.8
4.4
4.4
3.5
3.7
4.4
4.6
3.8
3.6
3.9
3.1
39
3.6
4.5
4.1
3.7
3.8
Pulse, which has been measuring out-of-home listening in important markets
since L951, finds a small bul consistenl rise in such listening during
the pasl five years. Though ratings are subjecl i<> standard statistical errors
the large number of homes covered in the studio above gives the median figures a
high degree of accmai \. \ number of cities show significant rises in out-of-
istening in five years. "S" is l<n summer and "\\ is for winter.
'r-
ll'lllH
234
FALL FACTS BASICS
For over eight years
mWA
HOUSTON IN
cost per thousand
HOOPER • PULSE • NIELSEN
Here s A Hot Availability
11:15-11:30 am
Pulse*
K-NUZ
5.5
Net. Station "A"
3.1
Net. Station "B"
3.3
Net. Station "C"
5.1
Net. Station "D"'
3.4
Ind. Station "A"
2.0
Ind. Station "B"
1.9
Ind. Station "C"
1.5
* Pulse, Jan.-Feb., 1956
Open Rate (time only
Weekly
Cost (M-F)'
$160.00
345.00
210.00
375.00
264.00
150.40
200.00
150.00
Houston's Top-Rated 24 Hour Music * News
"Big Mike No. 1"^^ "Big Mike No. 2" "Big Mike Studio"
For Further Information, Contact
FORJOE and COMPANY
San Francisco Dallas * Atlanta Philadelphia Los Angeles • New York • Chicagc
In Houston Call
DAVE MORRIS, JAclcson 3-2581
JULY 1956
235
NOBODY'S
LISTENING
BUT PEOPL
Ifeu
4,115,000
EVERY
MINUTE!
Five days a week, 12:00 noon to 2:45 pm, cnyt
an average of 4,115,000 people a minute listen
attentively to CBS Radio.
Mostly, they're homemakers, too busy for other
advertising media. They're listening to the
11 dramatic serials that are the strongest lineup
in all daytime radio.
In the course of one week, these programs reach
one out of every four households in the U. S.
L
■*%■
^
l^^^H^Mi
From left to right:
WENDY WARREN & THE NEWS
BACKSTAGE WIFE
ROMANCE OF HELEN TRENT
OUR GAL SUNDAY
ROAD OF LIFE
AUNT JENNY
YOUNG DR. MALONE
GUIDING LIGHT
RIGHT TO HAPPINESS
SECOND MRS. BURTON
THIS IS NORA DRAKE
this is the right time to buy ,
THE CBS RADIO NETWORK
OUT-OF-HOME LISTENING
5.
What's the audience composition of auto radio?
37%
30%
13%
20%
.
MEN
60%
WOMEN TEENS CHILDREN
7-8 P.M.— SUNDAY
Percentage figures ai<>p bars -how
breakdown of auto audience according
to Nielsen national "Auto-Plus."
Time is summer 1955. Three hours
selected here are important ones, cover
driving to and from work and family
driving during weekend. \..t.- audience
composition is more evenly distributed
during weekend hour than during week-
da) hours when men listeners predominate.
54%
25%
28%
7.5%
11.5%
6.5%
6%
MEN WOMEN TEENS CHILDREN
8-9 A.M.— MON.-FRI.
MEN WOMEN TEENS CHILDREN
5-6 P.M. — MON.-FRI.
r
6.
How does auto listening vary summer and winter by day parts?
Nielsen "Auto-Plus" Summer 1955
32.8
Los Angeles
AuJo Plus % 27.1 ,, 2 23.6
I I
2-1.0
17 9
a . £,hlcT 235 ,85 186
Auto Pus °b 1
L_ 1 i i I
37.0 358
26.1
17.9
New Yorkl
Auto Plus °0
17.6 , 368 , 26.6
11.5
289
Los Angeles r
6-9 9a.m.-N. N.-3 p.m. 3-6 p.m. 6-9 p.m. 9 p.m. -Mid.
Nielsen "Amo-Plus" Winter 1955-56
36.4
32.6
Auto Plus %
9.0
12.2
20.2
17.2
r~ ~ i
1
1
1 1 1
21.4
20.8
39.9
Chicago
Auto Plus %
"•» 16.6
1 1
1
r ~ i
207
11.5
1
163
30.8
26.2
New Yorkl
Auto Plus °0 [_
1
1 1
3-6 p m.
Early morning, late
afternoon have
highest " VutO-Plus"
in three NS1 areas.
Note that figures
are percent of in-
home audience, not
sets-in-use. Figures
cover eight week
pi i mil during Dec-
IVli. and June-July.
While some day part
figures are the same
n inter and summer,
others vary. Dif-
ference between
weekda) and weekend
auto listening an
imi shown here as
data covers averages
throughout the week.
6-9 p.m. 9 p.m. -Mid.
6-9 9 .i.m -N. N.-3 p
238
FALL FACTS BASICS
In Northern Ohio
FRIENDLY VOICES
ROUND THE CLOCK
WGAR
Throughout the busy day at Cleveland's friendliest station, a steady
procession of familiar and welcomed voices is beamed to the biggest
buying concentration in northern Ohio . . . the attentive, well-heeled
audience of WGAR.
These dozen personalities (and others, too), on whom northern Ohio
relies for news, sports and entertainment, are capable salesmen as well.
Their friendly, persuasive voices can cajole the maximum buying
action for your products in this 6-billion-plus market. Get the facts
now from a WGAR representative.
*oc se*
Measure of a
Great Radio Station
WGAR
THE STATION WITH A'/i MILLION FRIENDS IN NORTHERN OHIO
CBS • Cleveland • 50,000 Watts • The Peoples Broadcasting
Corporation • Statler Hotel • Cleveland 1, Ohio • PR 1-0200
Represented Nationally by
THE HENRY I . CHRISTAL CO
New York • Boston • Chicago • Detroit •
INC.
San Francisco
V. RADIO NETWORK PATTERNS
NETWORK RADIO TODAY
1
I he charts in this section illustrate how network radio
is being bought todaj in smaller and more numerous
segments and what size audiences the advertiser can get
How much audience can an advertiser accumulate?
A. With a weekend news package?
Figures
on
top of bars
show % of
radio homes
in each
category
client hits
U.S.
TV
HOMES
B. With short announcements?
Total U.S.
HOMES REACHED 9,776,000
%
COMMLIMPRESSI0NS
DELIVERED
COMMERCIAL
EPISODES PER HOME
Tv homes
Radio only
208
39,950,000
5,651,00'C
21,050,000
//
/ /
4,125,000
.-37,5'
18,900,000
4.1
3.7
4.6
C. With a daytime strip in four weeks?
°0
Homes Avg. Episodes
Cume audience
Turnover
Avg. Per broadcast Rating
12.7
3.0
5,944,000
1 ,404,000
4.7
4.2
SOURCE: NIELSEN.
OCT. 1955. BASED
ON 18 BROADCASTS
OF ABC RADIO'S
WEEKEND NEWS
Chart shows
weekly cume
audience hit
by 50 6-second
anncts. on
NBC Radio week
of 15-21 April
1956. Source
is Nielsen
Three methods of using network radio arc illustrated above. Figures al 1 ottom are for a typical
five-day daytime weekday strip during Jan.-Feb. 1956, are based on Nielsen data. Note that in tin-
two top charts the bar heights indicate different things. In chart "A" height of each bar shows
percent of radio homes reached within each of the three categories measured. In chart "B" the
height of each bar indicates the actual number of homes reached. The three charts are not meant
to be compared. In judging whether one type of buy is better than another, advertiser must take
into account type of product, type of message, cost-per-1,000, different homes reached, and so on.
240
FALL FACTS BASICS
RADIO NETWORK PATTERNS
£mn How do daytime strip buys compare to scattered segments?
Audience and cost comparisons, strip vs. segments, CBS Radio
ONE 15-MINUTE STRIP
OUR GAI SUNDAY 12 45 P* MOM FRI
10 7 V MINUTE UNITS
HUU TRiMT 0U« CM SWOIt >OHMC M lUiOW 2M MS. UOTM IIKHTOI Ml
HOWE CAR
ii.mmn \msoi
i7.im.no imm
PLAN I
HOME CAR
TOTAL
amooo 3.s«.cw
32.2M.0OO b.49! 000
LAN 2
75.527 M0
31.777 m
7.77WK
11133.900
13.741.000
2MS2.M9
Mini cmucia mm nmswn
3US7.0W
m sumo
ANNUAL WEEKLY COST S24.443-Z2
ANNUAL WEEKLY COST SI9J0I.I?
PLAN I
COSTS-PER-IOOO
Si. 57 '
SITS
»i*
M42
COSTS PER IOOO
PLAN 2
These two plans illustrate how current tend of huying scattered segments reaches more different
homes at less cost-per- 1.000 than huying one program strip. However, purchaser of one strip
gets just about as many commercial impressions since he gets just as much commercial time as in
the 10 segments. Choice, then, is a matter of whether advertiser wants to hit same homes over
and over or reach more different homes less often. In charts above, six-minute (or total) audi-
ence is estimated from Nielsen average minute audience. Time covered is Feb. 1956. Auto listen-
ing is included with assumption that auto share of audience is same as in-home share of programs
measured. Number of listeners from Nielsen, Nov.-Dec. 1955. Audience turnover is estimated.
Note that both plans involve programing during the early afternoon. All shows are CBS Radio's.
I
JULY 1956
241
RADIO NETWORK PATTERNS
3.
How has network radio's cost-per-1,000 changed in 10 years?
Cost-per-1,000 home impressions day ami nijiht 1916 vs. 1956
Evening
April 1916
Average cost/commercial minute, NBC
Number of minutes
Total cost, time and talent
Average minute rating, NBC
U.S. radio homes
Homes per minute, NBC
Home minutes of commercial delivered
Cost-per-1,000 home minutes
Daytime
a. Weekly cost, 13 week basis, NBC
b. Number of commercials
c. U. S. radio homes
d. Average minute ratinq, NBC
e. Homes per minute, NBC
f. Home commercial impressions delivered
g. Cost-per-1,000 home impressions
$8,415
I
$8,415
10.1
33,998,000
3,434,000
3,434,000
$2.45
Daytime
Serials
April 1946
$25,500
15 (I min)
33,998.000
6.0
2,040,000
30,600,000
$.83
April 1956
$1,577
5
$7,885
2.7
47,000,000
1,269,000
6,345.000
$1.24
(dXe)
(bXf)
"WEEKDAY"
Frequenev
April 1956
$25,725
49 (30 sec)
47,000,000
1.5
705,000
34,545.000
$.74
cXd)
bXe)
Vudience figures above route from Nielsen Radio Index.
Evening data shows thai though audience is down, low cost
of minutes enables advertiser to buy more of them for same
money, hence make more home impressions. Daytime data
Stresses use of shorter-length commercials in 1956 but
total commercial time is still greater than 1946 figures,
so comparison is considered valid. The network is compar-
ing 1") commercial minutes in 1916 vs. 1'1'j minutes in 1956.
4.
How has no. of sponsored broadcasts changed (1951-56) ?
404
1951
53
Data at left, l»ased
on 1 Feb. each year
points up use of
smaller program segments
l>\ advertisers, a
trend that is found
on all radio networks.
Hut total time sold on all
networks is lesv toda)
than it was in L951.
242
FALL FACTS BASICS
Lets Get Back To
RADIO BASICS
On ihc occasion of WIBW's 30th anniversary, we made a
survey and came up with some startling findings. Only a
handful of old timers are familiar enough with basic radio
facts to judge the effectiveness of a station's coverage and
audience.
Because distorted "salesmanship" and hall truths have
jeopardized the foundation upon which radio has been
built, we are reproducing TWO BASICS OF RADIO
( OVERAGE that will help guide your selection of any
I s. station. Stud's them. Use them. They're fundamentals
Down To Earth
The better the ground conductivity, the better any
station's signal. The first step in evaluating a station's
coverage is to locate it on this map. Note that WIBW
is favored with the nation's highest ranking ground
conductivity. This means that people living in lour
states can hear WIBW clearly, easily. And it's this
same, wonderful soil that accounts for the rich Kansas
farm land and the wealth of die farm families that
make up the majority of WIBW's steady listeners
Power Is Not Enough
1 he higher a station's frequency, the smaller its cov-
erage. High power and high frequenc) cancel each
othei out. for example, let's (heck WIBW on this
table. Our 5,000 watts on 580 kc, with excellent
ground conductivity delivers a socking DAYTIME
half-millivolt signal in every direction for 200 miles.
No wonder the old timers use WIBW so consistently.
They're getting RESULTS because they're getting
maximum (overage at minimum cost. Isn't this some-
thing thai you too should tonsider?
approximate rjctcs :: kalf-iullivolt contour - daytime
Excellent
Good
Fair
Poor
Very Poor
Tower
Frequency
Ground
Ground
Ground
Ground
Ground
( 640kc
502 miles
207 miles
151 miles
115 miles
76 silles
Clear Channel
( 870kc
217 "
150
109 "
62 "
54 "
Stations
'0,000 watt?
( 970kc
132 "
152 "
96
72 "
48
(HOOkc
160 "
106 "
77 "
18
59 "
(1460kc
125 "
85 "
62 "
■17
51
(1490kc
122
85 "
61
46 "
50
( SSOkc
2J7
162 "
118 -
80 »
|
Regional
( 650kc
205 "
141 "
10J "
77 "
51 "
Channel
Stitlona
( 880kc
145
97 "
71 "
55 "
55 "
5,000 watts
( 950kc
1J1 "
90
66 "
49 "
55 "
(1220kc
101 "
69 "
50 "
58 "
25 "
(14S0kc
'.
58 "
42 "
51
21 "
Local Channel
(1200kc
54 "
58
27 «
20 "
14 "
Stations
(1500kc
45 "
50 w
22 "
16 "
11 "
£60 watte
rRINTfcKS* INK tot April f6, 1910
For free 8x10 copies of the above charts, call your Capper Man
OUR
30th
YEAR
TOPEKA, KANSAS
Ben Ludy, Gen. Mgr.
WIBW & WIBW-TV in Topeka
KCKN in Kansas City
Rep. Capper Publications, Inc.
JULY 1956
243
RADIO NETWORK PATTERNS
5
■ To what extent do network radio and tv audiences overlap?
Daytime network radio and nighttime network tv
NBC RADIO FREQUENCY PLAN PLUS EVENING TV ft HOUR
WEEK OF APRIL 15-21. 1956
%t't'l. us. radio homes
50-6 SEC ANNC TV V2 HOUR COMBINED
18,377,000
HOMES REACHED 9,776,000
.'. I 20.8 A
10,622,000
22.6
Twoooi SO"6 SEC
.7755.000 ANN£ 0NLY
2,021,0001 BOTH
Daytime network radio and daytime network tv
NBC RADIO FREQUENCY PLAN PLUS DAYTIME TV >/4 HOUR
WEEK OF APRIL 15-21.1956
v.tYl.u.s. radio homes
50-6.SEC ANNCT TV ft HOUR COMBINED
(WED)
12.126,000
I 258 I
HOMES REACHED 9,776,000
I I 208 I
2,961,000
L,icAlJ 50-6 SEC
9,IG5,0O0 ANNC ONLY
2,350,000 TV *N"«*
Shown above arc two typical examples "l the extenl to which
ili<- two network media overlap. There will be differences
in overlap, of course, depending on what buys the ad\ ■ rtisei
makes. I»"tli charts compare 50 6-second announcements
during the <lay with tv buys, in one case a daytime web tv
quarter hum and, in the other, a nighttime web tv half
hour. Bar heights indicate percent of U. S. radio homes
n n hi d. Ovi flap is about 10% in top, 5% in bottom chart
244
FALL FACTS BASICS
-L
the Leading Independent Station
in the Great Southwest
COMMANDING THE LISTENERSHIP
OF 63 COUNTIES!
GO KONO-then watch KONO GO!
■y 10-25%
All Homes
Coverage: 1953 NIELSEN SURVEY
Population . . . 1,736,900
Households . . . 469,750
Consumer Spendable Income $2,324,554,000
$ 4,124
$1,842,526,000
$ 419,787,000
$ 49,610,000
$ 201,712,000
C.S.I, per Household .
Total Retail Sales . . .
Food
Drug
General Merchandise
Apparel $ 104,018,000
Home Furnishings .... $ 92,314,000
Automotive $ 420,378,000
Filling Station $ 144,243,000
Farm Population 223,900
Gross Farm Income $ 412,273,000
H-R Representatives Nationally
Clarke Brown Co.
South & Southwest
SOURCE:
SRDS 1956 estimates of
consumer market data.
Independent Since 1927
JULY 1956
245
RADIO NETWORK PATTERNS
6. Does buyer of segments get full clearance for each one?
How partial clearance can add up to full clearance
TOTAL
CLEARED
MARKET
OF 2
ABERDEEN
14
ADRIAN
8
AKRON
14
ALBANY,GA
18
ALBANY, NY
21
ALBERT LEA
S7
ALBUQUERQUE
14
ALTOONA
19
AMARILLO
Zl
ANN ARBOR
18
ANNISTON
• 18
ASHVILLE
17
AVER
WEEK-END NEWS SATURDAY CLEARANCE
ABCDEFGHIJKLM
• # • • • • • • _•
• • 1 •_ • •
• • • • • # ♦ • • # •
— t > — i — > > — — —
Ist* •' •••'••; ••Za
••!••••••• ••
-• • •!•••••>••
• •.••• • • ••
ICE-10
tbove ihows -mall section of network clearances for
\l;i. Radio Saturday news package. Each letter abov<
box represents a five-minute newscast. Each dot rep-
resents a newscasl cleared. While every markel shown
does not clear every newscast, each markel clears most
of them so that buyer of package gets 1009! "composite
ince." Werage clearance of 22 newscasts for the
dozen markets shown is 17 newscasts a good score.
■..all
7. What were the top rated shows this past season?
r
j
Niel
!-<'ll
Top
«'ii-
Each one oi the 17 Bhows to the righl
hit the Nielsen Top Ten lisl al leasl
once (hiring the period from Novembei
1955 through Januar> 1956. Note the
high peri entage ol soap opi ra in
ihe lisl. -I ov arc arranged alpha-
beticall) rather than in ordei of rat-
.1 the shows an
shots, t vs o of which were grid
Arthur Godfrey Time
Aunt Jenny-
Christmas Sing with Bing
Dragnet
Edgar Bergen
Guiding Light
Ma Perkins
Perry Mason
Our Miss Brooks
Pro Football Championship Game
Road of Life
Romance of Helen Trent
Rose Bowl Football Game
This is Nora Drake
Two for the Money
Wendy Warren
Young Dr. Ma lone
_J
246
FALL FACTS BASICS
.
.>y
WCCO RADIO
» fiREATESTT&MATJOM
St w j -r
National Record
SHARE
OP
AUDJEMCE
Of all the awards won by WCCO Radio in its
31 years of broadcasting [and there' ve been dozens
ranging from Peabody to what-have-you) , none
means so much to the advertiser as the
latest from our listeners. It's a 56.1 per cent share
of audience, which stands as a national record.
That's the greatest share captured by any
station in any of the 27 major markets currently
measured by the A. C. Nielsen Company!
More People Listen to WCCO Radio Than All
Other Minneapolis-St. Paul Stations Combined!
WCCO Radio 56.1%
Station B 9.3%
Station C 8.2%
Station D 8.2%
Station E 7.5%
Six other stations 10.7%
Nielsen, March 1956, total station
audience, total day, seven-day week.
WCCO Radio
The Northwest's 50,000 Watt Giant
Minneapolis • St. Paul
Represented by CBS Radio Spot Sales
VI. RADIO SPENDING, COSTS
1. How much have advertisers spent for spot radio time?
L
2.
S^ <<SZ:
<%
; S?:.
1948 1949 1950
$104,759,761 $108,314,507 $118,823,880
1951
$1 19,559,000
■■a:
r
1952
1953
/
1954
1955
$123,658,000 $129,605,000 $120,168,000 $114,000,000
What's the gross daytime cost of a spot radio campaign?
Figures above relate lo station income from time sales agencies. Source of all figures is FCC, except for 1955,
only, aftei rale discounts but before commissions to reps. which comes from the Station Representatives Association.
I
n
Total gross daytime costs by station groups
Station
Places
L0
Id
91
30 (Est.)
1 18 (Est)
1045(1 st.)
Population Groups
500.000 and over
250,000 to 499.999
100.000 to
50,000 to
25,000 to
uncle
21". )
99.999
49.999
25.000
Station
30-Min.
15-Min.
1-Min.
Break
$i .<<::
$3,964
$1,771
S1.396
3,382
2.2!0
780
698
1,895
3,205
1,048
934
1,205
802
258
225
-,. (90
3.290
•k,l
842
27,736
L7.385
1,848
4.092
'I he dollar figures above are totals for each station group. the same, except for markets of 500,000 and over where 15-
Thev are based on one-time rate for the highest-cost and 30-minute rates are 30% higher, minutes or less 14r'c
station in each market. Nighttime rates are substantially higher. Data is based on May 1956 rates. Source: SRA.
3.
What's the ratio between night and day spot radio rates?
1
l_
248
Ratio of Nighttime
to Davtime Rates
1946
1950
1952
1956
1.76
1,78
1,70
,94
Continuing study of spot radio rates by the K \ shows that
nighttime rate- are new. on the average, <> ', lower than daytime rates.
Between 1946 and 1950 tin re was an almost parallel increase in both
daytime and nighttime rates. Between 1950 and 1952. there was a
slight increase in daytime rates with nighttime rates remaining
relatively static Since 1952 there has been a moderate decrease
in daytime rate-, which ire now about 1 5' , less than in 1952. On
the other hand, nighttime rates have come down considerably. This
year nighttime rale- are a little less than half of their 1952
level. The figures on the lefl compare nighttime rates to the
daytime rate level. As the data indicate- the relation-hip wa-
Btable between 1(0(> and 1952, after which nighttime cost fell.
FALL FACTS BASICS
I
Pulse * Proves
WWVA TOP MAN
on the YOTEM POLL
1
1
1
j( In LISTENING AUDIENCE in this 43-county
survey: Triple the listeners of the next area
station!
S ( In EACH OF 504 PROGRAM PERIODS morn
ing, afternoon and night, seven days a week!
ct In the sky-rocketing Wheeling Metropolitan
Market . . . vibrant with new industry . . . lusty
with buying power!
WWVA SUPREME WHERE 5 MILLION PEOPLE SPEND 5*4 BILLION DOLLARS
*PULXE
MONDAY THRU FRIDAY
JAT U R.DAY
J-UNDAY
1955
MORN,
AFTN.
NITE
MORN. AFTN, NtTE
MORN. AFTN, NITE
WWVA 35 35 40 33 32 36 36 37 43
B*
10
10
n
10 1 9 1 9 1 7 1 9 1 9 1
c
5
7
5
5I7II2I4I6I6I
These counties are the center core of the WWVA coverage territory. You have complete domination
with WWVA— ONE Station— ONE Billing PLUS a bonus audience in 29 additional counties.
SALES OFFICES:
NEW YORK: Eldorado 5-7690
• Tom Harker, V.P.
National Sales Director
• Bob Wood
National Sales Manager
CHICAGO: Franklin 2-6498
• Paul Evans
Midwest Radio Sales Mgr.
SAN FRANCISCO: Sutter 1-8689
• Gayle V. Grubb
Pacific Coast Radio Sales Mgr.
NATIONAL REPRESENTATIVES:
• John Blair & Company
JULY 1956
OTYA
50,000 WATTS • CBS RADIO • 1170 ON THE DIAL
COVERING THE HEART OF INDUSTRIAL AMERICA FROM
WHEELING, W.VA.
249
RADIO SPENDING, COSTS
4.
How much spot radio is needed to reach saturation levels?
You need announcements totaling
this number of rating points to . . .
400
140
40
. . . REACH 25% ot radio homes .... 50% of radio homes ......
75% of radio homes
Chart above is based on formula developed by Colgate ad
agencies. Reference to rating points in charts refers to
simple arithmetic sum of ratings bought by client, ('hart
gives a rough indication, not exact measure, is slanted
to ii-e in major markets with considerable station competi-
tion. Note rating points rise much faster than homes.
J
5
. How have radio networks divided gross time billings (1945-55) ?
L.
250
Percentage of total
;ri'u>s time hillings
accounted for by
each radio network
1945
1946
1947
34*
m
| ..»
IS
■
13
wmmmmm
34
33
12
1948
HBKMR
35
34
33
22
I 12
1949
■■■OHM
a
.! -
1950
! -
, J »
1951
■UH
i*
1 'o
1952
29
21
1]
1953
n
! |
N
14
1954
f
21
IS
1955
27
■■■
1]
SOURCE: PIB. 1955 FIGURES ARE JAN -JULY ONLY
FALL FACTS BASICS
J
JULY 1956
"Wanna See
OUR PULSE?"
ONE look at February-March, 1956 Pulse figures
and you'll see that \\ DAY Radio is surging
with health, here in the Red River Valley!
This new Pulse Area Report covered 23 North Dakota
counties, 21 Minnesota and II South Dakota a 55-
county market with 205,000 radio homes.
It shows that \\ 1) \A gets
More than TWICE as many listeners as the No.
2 Station ! . . .
More listeners than the No. 2 and 3 Stations
COMBINED! . . .
FOUR times as many listeners as the No. 4
Station !
It"~ like we've been telling you for years- WDA1
ju-t doesn't have any real competition in the Red
River Valley!
Let Peters, Griffin, \\ [ward, Inc. fill you in with
all the facts.
WDAY
FARGO, N. D.
NBC • 5000 WATTS • 970 KILOCYCLES
PI ll RS, (.KIM IN. woohW \KI). I,,,-., Exclusive National Representatives
252
FALL FACTS BASICS
1956 FALL FACTS BASICS—SECTION
ime buying
R
PINPOINTED ANSWERS TO THESE SIX
ESSENTIAL QUESTIONS ON BUYING TECHNIQUE
Page Number
Q. How should ratings be used in buying and selling? 255
Q. How do you get the most from the rate book? 260
Q. How can timebuyers and sellers work together best? 264
Q. When should a network advertiser turn to spot? 272
Q. How do you follow through after a buy has been made? 274
Q. How do all-media buying and specialization com pare'.' 280
TIMEBUYING BASICS
Pointed advice on techniques of timebuying horn industry veterans in buying and selling
RTES Timebuying and Selling seminar speakers
First series: Hugh M. Beville, Jr., NBC v. p. in
chg. of planning and development; Beth Black,
head timebuyer, Harry B. Cohen; Eldon Camp-
bell, former director of national sales, Westing-
house Broadcasting: Thomas S. Christensen, assis
tant advertising director, Fliilip Morris: H. H.
Dobberteen, v.p. in chg. of media, Bryan Houston;
William P. Dollard, media buyer, Young & Rubi-
cam; Robert Hoffman, director of sales develop-
ment and research, WOR, WOR-TV, New York:
Harold Miller, associate media director in media
analysis group, Benton & Bowles; Linnea Nel-
son, television analyst, Kudner; Eugene A. Pet-
tersen, v.p. A. C. Nielsen Co.; George Polk,
director of tv-radio planning and development,
BBDO: Michael Renault, former general manager,
WABC, New York: John A. Schneider, general
manager of CBS T\ Spot Sales; Frank Silvernail.
manager of station relations, BBDO; Anne Wright,
timebuying supervisor, I. Walter Thompson;
Adam J. Young. Jr.. president. Adam J. Young. Jr.
Second series: Howard Barnes, v.p. in chg. of
network program-. CBS Radio: George Blechta,
v.p., V ( '. Nielsen Co.; Robert E. Eastman,
executive v.p.. John Blair & Co.; William F.
Fairbanks, national sales manager. NBC Radio
Network; Lester R, Frankel, v.p. in chg. of re-
search, Alfred Politz Research; Herbert W. Hob-
ler. v.p. in chg. of sales, TelePrompter Corp.;
F. P. H. .lame-, v.p., \. C. Nielsen Co.. Chicago;
Irving B Kahn. president, TelePrompter; James
I. Knipe, president, C. F. Hooper; Hon. Robert
F. Fee, commissioner, FCC; Edward I?. MacDon-
aid, assoc. director of media relations, Young
8 Rubicam; David I. Mahoney, president, <■ I
Humor Corp.; Arthur S. Pardoll, director of
broadcast media. Foote, Cone & Belding; Hubert
I. Si (dally. Jr., v.p. in chg. of engineering. Tele-
Prompter Corp.; James W. Seiler, director,
American Research Bureau. Washington, I). C.
«#u-t how should ratings lie used in buying time'.'' How-
can buyers work most effectively with station representa-
tives? How do yon follow through after a buy is made to
improve a schedule? These are among the basic questions
timehuyers must ask and answer constantly if they are to
spend their clients' money efficiently. And on the pages
which follow you'll find pointed answers to these questions.
sponsor compiled the 1956 Timebuying Basics from six
of the Timebuying and Selling Seminars held for the second
time this season past by the Radio and Tele\ i>ion Executives
Society of New York. The seminars, which were in two
series, covered a rich and wide range of subjects vital to
both buyer and seller; but because space was limited SPON-
SOR chose six subjects which are concerned directly with the
technique- of buying time rather than attempting to give a
brief summary of the complete roster of 31 talks. | For
Timebuying Basics covering the 1954-55 RTES seminar-.
see sponsor's Fall Facts Basics, 11 July 1955.)
The enthusiasm of those who attended the luncheon semi-
nars is indicated by response to an RTES survey in which
(>.V , of respondent- -tated the\ had found the sessions bene-
ficial. Encouraged by this reaction. RTES will present a
third series of seminars starting next fall.
Snc.c-- of the seminar- provides tangible evidence that
one thing which characterizes both buyers and sellers of time
is their never-ending desire to learn more about their craft.
The seminars have also shown how willing industry veter-
an- are to take time out of their hu-v schedules to prepare
talks which -hare their experience with others. Names of
all the speakers at this season's two seminar sessions appear
alphabetically at left; name- of those who organized the ses-
sions as member- of the RTES -eminar committee are below.
254
RTES planning committee l"i Timebuying and "-i-llin^ Seminars: Co-chairmen were
Frank Pellagrin, v.p. II R Representatives and Mar) McKenna, director res., sales develop-
ment. WNEW, New York. Committee members: Petei Bardach, timebuyer, Foote, Cone &
Belding; Vera Brennan, head timebuyer, Scheideler, Beck & Werner; Tom Buchanan, sales
representative, Joseph II. McGillvra; Rogei Bumpstead, media director, MacManus, John &
Adam-. New York; Robert Collin-, directoi client relations, Pulse; Gordon Cray, executive
\.p.. WOR-TY. New N . .i k : Jack Gross, v.p., American Research Bureau; John F. Eiurlbut,
sales service and promotion director, Peters, Griffin & V I ward; James Luce, associate
media director. I \\ I ; Frank Silvernail, manager station relations. BBDO; Peggy Stone, ex-
ecutive v.p., Radio T\ Reps; Larrj Webb, managing director, Station Representatives Vssoc.
-^ Pictures show (I fo r): Robert J. Burton. RTES president, Frank Pellegrin, Mary McKenna
FALL FACTS BASICS
1. How to make the best use of ratings
Speakers: Anne Wright, associate media director for J.
Walter Thompson, New York, and Robert Hoffman, direc-
tor of planning and development at WOR and WOR-TV
ANNE WRIGHT: Most forms of research are extremely
helpful in many different directions, and we can learn a
lot from the proper use of such research. However, it is
extremely important that before research is applied the
buyer be well informed on the goals that are set for a
given campaign.
With a knowledge of the purpose to be accomplished by
the campaign, the buyer can then tell at which point the
research figures become valuable, and what qualifications
may be necessary.
First to be determined on any campaign is a decision on
the type of person you wish to reach, how often it is nec-
essary to reach the prospective customer and what the
copy approach will be. From this point on, it is up to the
buyer to decide what manner of using radio or television
best applies to the problem.
Here's an example: From the knowledge of what kind
of announcements are generally available, coupled with a
knowledge of the job to be done, the buyer can contribute
a lot to deciding the type of broadcasting to be used. Can
it be announcements, or must it be a program? If it is a
program, is it important that a live commercial be given
by a personality, or will all the commercials be on film or
recordings?
The copy story may be set up to run for one minute.
You can't always change this, but it is the buyer's job to
point out to the account people, as well as to the copy
people, the limitations that are set up in the purchase of
one-minute announcements.
A joint decision can then be made as to whether (1) the
copy story can be shortened and presented effectively, in
order to take advantage of shorter commercial time, or (2)
the one-minute length is terribly essential, and that cer-
tain compromises would have to be made in any schedule
in order to present the full copy story.
A full awareness on the part of the buyer as to the ob-
jectives of any campaign will show him it is useless to in-
sist that I.D. announcements on tv enable the advertiser
to buy time during the peak of viewing, if it is impossible
to get the story across during a short I.D.
After all these factors have been weighed thoroughly
and you know the direction in which you are headed, you
then turn to whatever research is available.
It is part of the buyer's job to educate the people who
will look at these ratings as to what they actually mean.
It is up to the buyer to point out that a high rating in the
daytime does not mean too much if part of the client's
problem is to reach the working girl who is not available at
that hour.
Some of this may seem elementary, but we have to be
on the lookout constantly for the untutored. They have a
tendency to be carried away by the sheer numbers of the
listening audience, rather than by the qualitative aspects
of the audience at any time during the day or night.
It is advisable for the buyers to be aware of the margin
of error to which all research companies admit. This will
help avoid making decisions based on a small margin of
difference from one rating to another.
When you start talking qualitatively about the limita-
tions of research, and how the radio and television busi-
nesses operate from a buying point of view, you change
from being a buyer into being a salesman.
There is no real substitute for reason, logic or experi-
ence. It is after all the factors have been discussed that
you start to look at the things that are available, keeping
in mind the people you are trying to reach, how frequently,
etc. Within the framework of what is to be accomplished,
almost all of us want to reach as many of the right people
as possible.
I'm not going to dwell on the differences between the
various research companies. There is a great deal of feel-
ing about this, and each person has his own opinions,
backed up by a lot of thought and experience.
However, in the case of radio and television research,
where there is still much to be desired, it is advisable to
look at everything. In some cases certain services have to
be set aside, because you know from the nature of what
you are buying or from the coverage of the stations that
the ratings do not reflect adequately the station's coverage
area or listening.
It is important in the purchase of time to know whether
it is necessary to repeat the same message over and over
again to the same group of selected people, or whether the
campaign demands getting an impression across to as
many people as possible — as many different people.
There is another factor that will help to guide actual
timebuying.
Knowing a thing of this kind helps your judgment as to
whether it is better to buy a strip within the same pro-
gram throughout the week, or whether it is better to have
a campaign cover the full span of the day or evening. No
amount of rating research that you will look at will give
you a pat answer to anything. The very fact that there is
such a wide variation among the individual rating services
is warning enough that there is no foolproof yardstick.
In the use of ratings by the buyer and in the explana-
tion of them to other people, the buyer must know and
constantly explain all the adjustments that have to be
made in order to apply the factors adequately.
No amount of rating research will be able to help de-
termine the values of deep selling by personality programs,
of merchandising that a station will offer, or of the pro-
motion that will go along with the campaign. These may
be very important factors.
Once all of these factors of a campaign are pulled to-
gether, it is amazing how well research does fit in and
how helpful it can be in making some final decisions. But
you have to know when to go against the figures and when
to sell an idea against a decimal point.
ROBERT HOFFMAN: This is probably the first time a re-
search man has keyed his theme to three words: "I hate
ratings."
There are many reasons why "I hate ratings." My rea-
sons, however, vary from those of most people. The ma-
jority of rating-haters are people who think they are great
when the ratings are high and would like to do away with
them when they are low. That's not my attitude toward
ratings. I wouldn't want to go back to the situation where
there were no audience measurement data.
Let's assume that there weren't any rating services.
Then what would you do? You'd ride the train in the
morning and if you saw 10 friends you'd ask them whether
they saw the program in which you were interested. If
four of them had, you'd automatically figure it's a 40
rating. However, if we get rating information from these
people or checked your wife's friends or people who live
on your block or those you stopped in the street, there isn't
one of us here who would feel safe about buying time.
My reason for hating ratings is entirely different. I dis-
like these decimaled numbers because they don't tell us
enough — and all too often they are the sole basis for time
buying or selling.
Typically, salesman will come in and offer 40 points for
JULY 1956
255
7. HOW TO MAKE BEST USE OF RATINGS (cont.)
$1,000. The next one says, "Since he offered 40, I'll offer
45." It goes on like that until somebody slams the hammer
down and says, "Sold, American," or "Sold, Channel 9."
This type of thing doesn't require any imagination or
intelligence. All you have to do is add figures, take account
of price and call up enough time salesmen.
The abnormal reliance on ratings has the effect of
making "slide rule slaves" and "rating robots" out of many
of us. Ratings are important because they are indicative
of the size of the audience. But this is only one of the
many elements you have to consider in timebuying.
I'm particularly interested in the things that ratings
cannot furnish.
Some of the points I'm going to make are more import-
ant in the case of radio, and others are more important in
the case of tv. From my own experience, I know that all
too often they are completely forgotten when it comes
to buying or selling time.
1. Market-by-market ratings for network shows: First,
let's take the case of network ratings. A national rating
may be fine, but it can never tell you how a show is doing
in the local market. Yet the market-by-market fluctua-
tions for ratings of network shows, particularly in televi-
vision, can be enormous.
We made a tv study in New York one month, and found
out there were 174 network shows aired there. In 154
cases the New York rating was below the national average,
sometimes 35 to 50% below. These three examples may
interest you.
NETWORK VS. NEW YORK RATING (NOV. 1954)
Network New York
rating rating
Program X 17.8 7.1
Program Y 13.8 6.4
Program Z 19.5 11.2
Program X had a 17.8 in the network — in New York,
a seven; Program Y, 13.8 against 6.4: program Z, 19.5
against 11.2.
I'm sure the same situation prevails today, not only for
network shows but for the syndicated shows aired in many
markets. Obviously, these network sponsors will encounter
difficulty in getting their share of the market unless addi-
tional local advertising is used. However, you'd never know
this by looking only at the national rating.
2. Listeners or viewers vs. homes: Even after you con-
vert ratings into audience, you have nothing more than the
number of homes listening to or watching a program.
What is a home? It doesn't buy products. It doesn't
consume them. It has no influence as such. By relying
solely on ratings, we completely lose sight of the fact
that people are the target for advertising.
Each one who buys or sells time is interested in research.
In the case of radio, for example, the number of people
in each home who listen or watch will vary considerably
from one period to another. Here is a case in point (New
York is the market) .
RADIO LISTENERS PER 100 HOMES
(SEPT. 1955, MON.-FRI.)
8-9 a.m 150
11 a.m.-12 n 124
7-8 p.m 170
In terms of listeners per 100 homes, we find 150 between
eight and nine a.m., 124 from 11 a.m. to 12 noon, and 170
between seven and eight in the evening. Between seven
and eight p.m., there are 37% more people per 100 homes
listening to radio than between 11 a.m. and noon. This
means that in terms of listeners, a 3.0 rating between seven
and eight p.m. would deliver exactly as many listeners as
a 4.1 from 11 to 12 noon.
3. Audience composition: Closely associated with this
listener-per-set figure is another factor we frequently
forget — audience composition.
Here's the audience composition for two local programs
on New York television. They are very similar as to the
per cent of men, teens and children reached per 100
viewing homes.
AUDIENCE COMPOSITION
Program A
Men 22%
Women 26
48%
Teens (12-17) 11
Children (under 12) . . . 41
Number of viewers per 100 homes. . . 199
Program B
29%
24
53%
8
39
229
However, Program A, which is a feature film show, is
considered an adult program. It has been used to sell
beer, automobiles, cigarettes, coffee, and headache
remedies. Program B, which features hour-long Westerns,
is generally considered to be a kid show. I don't know
whether A should be reclassified a kid show, or B an adult
program. One thing is certain: both are the same insofar
as the type of audience they reach.
4. Audience turnover: Another major limitation of
ratings is the fact that they only represent the audience
for a particular quarter hour. They tell nothing about the
changes in the audience from one quarter hour to another.
An audience is a constantly changing thing, like a sub-
way train where people enter and leave. The same thing
happens in radio and tv from one quarter hour to another.
This audience turnover is important if you sponsor a
program that runs for more than a quarter hour. The
Dodger telecasts on New York's Channel 9 demonstrate
the importance of a total program measurement. These
figures show the average quarter-hour rating as compared
to the total-game rating. The total-game rating is the
number of unduplicated homes reached during the game.
AUDIENCE TURNOVER (DURING DODGER TELECAST)
Average Total
Vt -hour rating game rating
Night game 17.7 30.0
Weekend game 11.3 19.3
Daytime game 8.0 15.5
Let's assume only one advertiser sponsored all the
games. That client is more interested in the total rating,
a 30.0 for a night game, than in the 17.7 average quarter-
hour because he gets commercials throughout the program.
However, if this was a spot carrier with commercials by
different advertisers aired at different times during the
game, the buyer would be interested not in the total rating
but in the average quarter-hour figure.
Audience turnover is also important in spot radio, where
many advertisers buy a schedule of announcements running
throughout the day. Their object is to reach as many
different homes as possible. In such a case it is dangerous
to use the average quarter-hour figures, because they fail
(Please turn to page 260)
256
FALL FACTS BASICS
KMTV GETS
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KMTV Market Data =
Population
TV Homes
Retail Sales
1,536,800
370,000
$1,716,560,000
Buying Income $2,236,230,000
*1955 Survey of Buying Power
COLOR
TELEVISION
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7. HOW TO MAKE BEST USE OF RATINGS (cont.)
to show whether you're reaching different people or the
same people listening for a long stretch of time.
AUDIENCE TURNOVER DURING AVERAGE
BROADCAST DAY (DEC. 1954)
Average Total
',4 -hour rating daily audience
Station A
Station B
2.5
3.6
39.8
30.8
Audience
turnover
15.9 times
8.6 times
With the average quarter-hour rating for two stations, it
would appear that station B reaches more people than
station A. However, throughout the day Station A reaches
39.8% of the radio families, whereas Station B is listened
to by only 30.8%. The audience on Station A changes
almost 16 times during the day, whereas on Station B only
8.6 times.
If you want to reach the same people frequently, Station
B is the better of the two. However, if you want to reach
as many different people as possible, Station A should be
your choice. Low audience turnover on a station can result
in (1) excessive repetition of the advertising message; (2)
competition from other brands.
For example: One advertiser on Station B recently had
three of his commercials aired within a 45-minute period.
With this type of repetition, you can quickly over-saturate
an audience that changes only slightly from hour to hour,
and thereby reduce your advertising effectiveness.
Also on Station B: Two competitive soft drinks were
trying to sell their product within 21 minutes of each
other; two different stomach remedy commercials were
aired within the same 15-minute period. These advertisers
are actually selling against each other.
5. Audience duplication between stations: Another ele-
ment, related to audience turnover, has almost been
neglected completely in measuring listening habits. If
you were buying space, rather than radio or television time,
the extent of duplication between one magazine and
another or one newspaper and another would be of prime
concern. The number of Look readers who also read Life
would be readily available. But, in the case of radio, this
has almost been forgotten completely.
WOR has a study which throws some light on this
situation.
Average rating
Radio station A
Total of
stations B, C, D & E
Average daily Vi-nour rating
2.5 8.5
Daily unduplicated audience
39.8% 42.6%
Radio Station A averages a 2.5 rating throughout the
day. The average quarter-hour rating throughout the day
for Stations B plus C plus D plus E adds up to 8.5— more
than three times as much as A. However, there is consid-
erable duplication between the stations. Because of this,
the unduplicated audience for the four stations combined
is only 42.6% of all New York radio families, as compared
to 39.8% for station A alone.
One advertiser who now runs 47 announcements per
week on Station B, 47 on C, 36 on D, and 36 on E doesn't
use Station A at all. Wouldn't he be better off to reduce
his schedule on one of these other stations, or eliminate
one of them in favor of A in order to reach many listeners
he now misses?
6. "Personality" selling: My final point concerns itself
with one of the intangible factors in broadcasting — the
added effect of having the commercial delivered by a
personality with a local following. While this is a partic-
ularly difficult subject to research, we have conducted some
test experiments which indicate there is considerable
variation in the effectiveness of different personalities.
We have been asking listeners the following question:
"Let's assume that 'so-and-so' (that is the personality they
had been listening to) personally recommended a new
product. Would his recommendation influence you to try
that product?"
Thus far we've checked four personalities on two differ-
ent stations, and we have found that the "yes" answers
vary from 30% all the way to 50%. While this project
has not been completed, it's evident even at this point that
you must take into account a program's intangible values
— success stories, a mail pull and other information relative
to its sales effectiveness. This is an element which all the
ratings in the world cannot show. Yet, it can make the
difference between a successful or unsuccessful campaign.
QUESTIONS AND ANSWERS
Q. Where does the time salesman go next when the
buyer insists on the higher number of rating points without
considering pluses?
A. (From Anne Wright) There are many instances where
the salesman is not in a position to know completely the
whole account problem. This is a curse of the business. I
always think it's advisable for the timebuyer insofar as
possible to make a complete partner out of the salesman in
describing the problem.
I assume the question stems from doing business with
possibly new people who haven't had an opportunity to
become educated in how to juggle these things around,
and who possibly don't have the opportunity to do the
internal selling that is necessary at these moments.
Almost everybody has a superior, and it's the superior's
job to handle the education of the younger buyers and to
handle complaints from the salesmen. I think that in
most cases there's enough intellectual curiosity at the
buying level to pursue these matters pretty much. In the
rush of a big job that means a lot of overtime and double
ulcers trying to get on the air. I'm sure there are cases
where a tenth of a rating percentage point has become a
factor in making a decision. This, of course, is wrong.
It is to be corrected wherever possible. But nearly always
in an agency set-up there is a means whereby the sales-
man can go to the buyer's superior, point out that this is
being done, ask for good reasons which explain it. If not,
it should be corrected with the buyer.
Q. What method would you recommend of establishing
the spendable income for the audience of radio and tv
programs or stations?
A. (From Robert Hoffman) There are a number of ways.
All of the methods have shortcomings because families are
hesitant about revealing their incomes and frequently fail
to include all items of income in their answers. Some
researchers use an income bracket technique — they show
the family a card which lists various income groups and
ask them to select the bracket into which they fall.
Another technique is for a trained interviewer to judge
the family as to whether it's an above-average income
household, below average or just average. A third way is
to determine whether the people have a bank account,
what size television screen, the type of car, etc. All of
these methods have value. Your choice depends on just
how much money you can spend when you conduct your
260
FALL FACTS BASICS
7. HOW TO MAKE BEST USE OF RATINGS (cont.)
survey. If you want to devote a let of time to discovering
their income, and you want to do it as accurately as pos-
sible, it will cost quite a bit.
Q. Some say there should be no ratings. Do you a^ree?
A. i From Anne Wright) It's sort of like saying there
shouldn't be any automobiles because people get killed in
them. Of course there should be ratings! The only thing
we should watch out for is to see that they are properly
used and properly explained to those who really don't un-
derstand them.
We lunge at the end figure much too often. If ratings
are used with qualifications, they are as good an indica-
tion as anything as to where you are going. I like to work
with rating trends, rather than individual ratings, but of
course we have to use them.
Q. Why do some agencies only look at one rating service
and not buy the others? Do you think this is intelligent?
A. i From Anne Wright) I suppose the reason is that they
buy the one that best matches the needs of the clients. If
you are with an agency that handles, for example, only
network, you might be able to squeak by without ever hav-
ing local rating services. If you didn't have any network
advertisers at all, you might be able to do with local rating
services.
Economics enters into this to a large degree. Some of
the rating services are highly expensive. When that's the
case, a decision has to be made as to which will best serve
the agency.
It is my personal feeling that the responsibilities for
supplying ratings should be more up to sellers, because
they are the ones who are supposed to know the values of
what they are selling. Agencies have gotten into it more
and more, because they have developed their own research
departments. I certainly don't think it's intelligent buying
to use only one service. They should all be looked at. be-
cause they serve different purposes in every instance.
Q. Isn't it more important from the viewpoint of an ad-
vertiser who uses several stations in saturation spot radio
to have a well produced e.t. stressing the value of repeti-
tion and identification rather than to have the sell of a
single station personality?
A. i From Robert Hoffman) I think the question is mis-
leading. It gives the impression that for the same amount
of money you can either buy many stations when you use
an e.t. or a single station when you use a personality. This
isn't the case. A personality program need not cost any
more than one using an e.t. There are many programs on
local stations, where you can use an e.t. or have the com-
mercial delivered by the personality, with no difference
in price.
The answer to whether you use an e.t. or a personality
depends on the particular product, the objective of the
campaign and the length of time required to "sell" the
item to the audience. By using a personality, the product
benefits from the loyalty he (or she) has built up with an
audience during years of broadcasting. With an e.t.. you
have to have greater frequency in order to get your mes-
sage "sold." Other things being equal, would any of us
say that a commercial delivered by Godfrey would be more
or less effective than an e.t., on the Godfrey program? I
think we all agree that Godfrey's "pitch" would be far
more effective than the transcription.
2. Getting the most out of the rate book
Speakers: Beth Black, chief timebuyer for Harry B. Cohen
Agency, New York, and Eldon Campbell, former director of
national sales for Westinghouse Broadcasting, New York
BETH BLACK: To get the most out of the rate cards, you
have to read them. That means you have to read all the
fine print. For the estimator or the buyer, reading the rate
card is vital. We don't always take the time to do it, and
that is when we are sorry.
Another thing that I think is terribly important is to
keep careful track of the bulletin changes that come in.
They come in fast and thick, and it is an awful nuisance,
but one can get into a great deal of difficulty if these
changes are not properly marked in the Staridard Rate &
Data book and kept handy for quick reference.
I find — and I think most people would — that the engi-
neering information in Standard Rate & Data is impor-
tant. In this connection on tv, the height of the tower
rnd power is basic, but also can be important from a com-
parative point of view. To raise a question as to why a
rtation is not operating on full power: Has it got a grant
for the increase? Is there some problem of terrain which
makes it inadvisable to go to full power? Those things one
should know, and Standard Rate & Data gives information
in concise form so that the buyer can query further, if
necessary.
On radio, one finds the power and frequency which are
important from a coverage point of view. I want to bring
up directional antennas, which I have been hearing an
awful lot about lately. For years I bought millions of dol-
lars worth of time in radio, and I heard very little talk
about directional patterns. But since radio hns become
more highly competitive, I have heard about the direc-
tional pattern of the competition from every rep in town.
Obviously, this is of importance basically. But I would
suggest one thing to all the timebuyers that are so many
years younger in this business than I am. Don't fall off
your chair because a representative comes in and tells you
that his competitor in the market is directional. It may or
may not mean anything. It should simply be a warning to
you to question whether, if he is shielding to the north
rnd cuts off 40,000 radio homes, he may not be picking up
^2.000 to the south. It is simply a point of information
which, in my opinion, is being terribly run to the ground
at the moment.
As for rates. The basic things to watch for are the com-
bination of units of time; what the period of rate protec-
tion is; whether a station allows continuing discounts;
whethi r the allowance of discounts is contingent on the
advertising being consecutive. Some stations allow dis-
counts on a very elaborate basis, and you won't find that
in the Standard Rate & Data. You will only find a sen-
tence that is highly confusing, but at least you will know it
is different.
It is very easy to check on whether the basic pattern of
advertising, as set up by the account executive, the plans
board or whoever does it in various agencies, is going to be
the most economical way to buy. I mean simply, say, sta-
tions where you save money by running for 26 weeks; or
where the account man has decided he wants to run five
times a week for a basic number of weeks, and three more
announcements would save him money.
In the press of getting a job out, don't overlook those
details which can make the timebuyer look like a hero in
the agency and simply sensational to the client.
As for saturation plans, they vary.
Whether they are good or bad is wholly dependent on
JULY 1956
261
2. GETTING THE MOST OUT OF THE RATE BOOK (cont.)
the nature of the product you are advertising, the require-
ments of the client, the budget, etc. There is no question
in my mind that on a dollar basis, the saturation plans
cannot be beat. I even went to the trouble to look up a
couple of these things. Any of the stations which have
special rates for 15, or 10, or eight, or whatever the num-
ber is, will offer these packages at a substantial saving over
the same number of announcements run in a longer period
of time.
It would be very convenient if the stations would agree
on what is saturation. However, I think it is too much to
hope for, and maybe it isn't their job. Perhaps the agen-
cies should decide what is saturation. But it is a little bit
annoying when you have decided that saturation is 10 a
week, and then the plans start at 12, and go by 12, 24 and
36; and then there are those that go by 15, 20 and 25. You
find that all the saturation plans fit the idea you
had in mind.
As far as the use of the rate book is concerned, the final
word I should like to say is simply that there is a world of
information there. There is more than most of us realize,
if we would take the trouble to read it. I would like to
suggest one caution. If you don't understand the rate
card, call the rep or get in touch with the station. The
wording is sometimes extremely involved. It is very clear
to the manager of the station, but it is not always clear to
the buyer.
We had an instance in our office where one of my asso-
ciates, who is very keen, noted that a station had listed a
rate for six times a week, and asked for the rate on a 10-
times-a-week schedule. The client was running 10 times a
week — two a day for five days a week. But the station
manager wouldn't allow the discount, because he meant
six days a week, although that is not what the rate card
said. If you don't understand, don't try to guess. Your
chances of guessing right are, at best, 50/50. Now, as for
off rate card deals the first thing I want to say it that no
finger should be pointed at the agencies, either by the sell-
ers or other agencies who feel their position is a little more
sanctimonious. I have heard it said there are agencies
who don't buy off rate card, and all I can say is that it
must save them lots of time, and I think it is wonderful.
But where an agency buys off rate card, it is doing it be-
cause it has an obligation to its client to do so. Any
agency-client relationship requires that the agency buy for
its client at the lowest possible rate. Whether that is a
published rate or an unpublished rate has no bearing on
the situation.
In my opinion it is the stations that must hold the line.
If they want standard rates, they have to maintain them.
To quote from my friend Linnea Nelson who said it a long
time ago, "We cannot buy anything the stations haven't
got to sell."
Buying off rate card takes more time on the part of the
agency. It is very simple to look up a rate in the book, set
up an estimate, get an approval and buy. Buying off rate
card is not saving an agency time. No agency person in
his or her right mind would say that they wouldn't prefer
rates to be standard. But just as long as rates aren't
standard, any agency which is doing a conscientious job
will have to take the trouble and time to find out the best
possible rate.
Some people say, "Well, how do you know?"
Those things have a way of getting around. Any buyer
who is on his toes is going i" have i" feel the way and
just inquire. And once in a while, he will be awfully sur-
II i: handed to him on a silver platt < i
We had such an example recently in our agency- -a situ-
ation where we thought, "Here is a station thai probably
holds to its rati card." However, when we told the rep,
"Sorry, we are not tuning to buy your station," we added,
"Our budget doesn't cover." Within two hours, we had a
call back, offering us, with the station's consent, an off-
rate card deal. I think it was as much as 25 '", lower.
The evil of the industry, if it is an evil, should not be
laid at the door of agencies generally, or any group of
agencies. When you get into buying off rate card, you
simply have to go on the premise that you are bargaining.
You have to go as far as you can, and hope that nobody
gets it cheaper. On this you have no assurance. You only
know that you are ahead of the game, if, money-wise, you
got it off the rate card.
As long as the stations do not stick to the rate cards, we
have to get in there and feel the situation out and get the
best possible rate we can, hoping that another agency
didn't do a better job of bargaining.
ELDON CAMPBELL: Buyers have the responsibility of
reading Standard Rate & Data more often today than
their predecessors had five, six, seven or eight years ago.
A rate was usually good for about a year on a major sta-
tion, or any station in the country as a matter of fact; and
then it was changed, usually up, seldom down. In the last
five years, this change of published rate gets as rapid as
every three months.
There is no question but what buyers have the responsi-
bility to buy at the very best price for clients. There is
also a word in our business known as "efficiency," and
sometimes the word efficiency and the word "economy"
get confused. You can spend $100 very efficiently in our
medium, or you can spend it very inefficiently, while being
"economical" and there is a slight difference.
We have the responsibility of maintaining our price, be-
coming a hard-silver industry. No one else has that re-
sponsibility but the station owner, operator and manager,
and his minions, the representatives and the salesmen.
You people should full well face up to one thing as
buyers, nonetheless. If this industry is to achieve stature,
it is going to have to have this: an understanding that
when you are faced with a buying situation where you
have responsible broadcasters, stations of obvious impor-
tance in their communities who stick absolutely to their
published rate, that these stations not become either po-
litely or impolitely the butt of ridicule by the "smart"
buyer.
This is the smallest thing we ask from you in our busi-
ness.
We still say buy at the best price, and you will buy at
the best price because your client will see to it that you do.
But since we are all in this together, there is only an im-
aginary wall between the buyer and the seller. We are all
in a great industry, and we on the media side are proud to
have you people on the agency side in our industry, in the
advertising business. The wall is a paper wall.
That is the least I think we can ask. There is nothing
smart about buying at a better price today from Station A
when you discover tomorrow that your competitor has
bought — your competitor, not ours — on the same station
for a competitive client at a lower price.
This is an untenable position for you at that moment.
just as it is an untenable position for the guy who will do
it. In our medium, we ask not that you price us but that
you respect us when we publish our price and stick to it.
That is a respect I think we should have.
QUESTIONS AND ANSWERS
Q. When a station consistently has to make under-the-
table deals, shouldn't this be a danger flag for the buyer
indicating the reason may be that the other stations in
the market are better buys?
262
FALL FACTS BASICS
tailors
detroit
to fit
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If you're selling hay, an audience of 10 hay buyers
beats an audience of 10,000 corn buyers every time.
The powerful moral in this maxim brings you face
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Represented
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John Blair & Co.
American Broadcasting Company
JULY 1956
263
2. GETTING THE MOST OUT OF THE RATE BOOK (cent.)
A. (From Beth Black > Yes, I think that is a fairly obvi-
ous point. On the other hand, how do you know they do it
consistently? Aren't we all prone to think that maybe they
do it only for us?
This brings up the whole question of pricing, and price
is only one consideration in buying. It is a very important
one, but it is a factor that has to be weighed. A station
could be all deals, and could still be doing a good job. The
people who listen don't know anything about costs.
It is a danger signal, but it wouldn't be an answer. It
wouldn't mean that you shouldn't buy. It would be one
factor only.
Q. If two stations in one market are equal in rate cover-
age, and one station offered an off rate card price, do you
fee that the timebuyer should contact the other station,
tell it of the competitor's offer and wait for a lower bid?
A. (From Beth Black) Yes.
Q. Many stations have a cheaper "local" rate, which
some national advertisers take advantage of by buying
through local dealers or distributors. This cuts out the
agency and rep. How can agencies and reps stop this un-
ethical practice?
A. i From Eldon Campbell* I feel about a local rate about
like I do on unpublished rate. If the qualification of a
local advertiser is clearly defined, it is a legitimate and
justifiable position for a station to take. It's always been
an amusing thing to me in the radio business that the local
rate problem has become a matter of supreme concern to
agencies and representatives, and some stations. Yet across
the hall in the advertising agency, in the print department,
the matter of local < retail ) rate of the newspaper has
never become a white banner, something to constantly
fight at.
The local retail rate card of most newspapers in the U. S.
is an accepted fact. It is 150 years old. But a lot of radio
and tv stations have a single rate. It is a very much hap-
pier position to be in, because you don't have to be solemn
every morning at nine o'clock.
Geography is not the kind of a definition that qualifies
local versus national accounts. The basic point is the
economics, the kind of a business that the advertiser is in.
Q. How can agencies and reps stop this unethical prac-
tice?
A. 'From Eldon Campbell i I don't agree it is unethical,
per se.
(From Beth Black) I can give you an experience I had
with an agency which came up many years ago. At that
time, NARTB had on file records of all stations which had
local rates. "This was pre-television, so I don't know how
tv is affected. ) We were able to show the client that in the
places where he could get the local rate, when the agency
commission was added, it would cost more than if the
campaign were placed on a national basis.
In that sense, we could do something for the rep because
we got the campaign on a national basis. This was con-
tingent on a relationship between the agency and the
.•■re the client recognized his ODiigation to see
that tne agency was compensated either by adding the
commission to the local rate or by letting us place it on a
national basis.
When a local rate is allowed on the basis that a station
is delivering circulation that is of no importance, or of
Importance to a local laundry, lor instance, it is a
very legitimate method of determination.
As fa) a the nev papei are concerned, they only have
one national rate, which is why we don't get agitated a'-iout
their local rates. The sins of the newspapers are so few.
It is all there in the rate cards. You can make up the
estimate. You can buy it at the quoted rate and no less.
You don't have to worry about somebody else getting it
cheaper. The local rate has been there for 150 years, so
you don't worry about it.
(From Eldon Campbell) A company manufactures a
product for distribution and sale in the immediate confines
of the metropolitan area of any city in the U. S.. It has a
direct competitor who is selling nationally all over the
country and making the same identical product, distribut-
ing it from coast to coast. Both of these clients should
pay the national rate.
The fact that the first manufacturer who makes the
product, sells and distributes it in only a very limited geo-
graphical area does not qualify him for a local or a retail
rate. He is not in the retail business. He is in the manu-
facturing business. He is in the processing business. He is
in the distribution business, just as his competitor is.
His competitor, while he is national and goes all over the
country, is just as local in this particular market, just
as interested in the sales in that area as the man who
sells only in that area and manufactures in that area.
This is what I mean by geography. I cannot see that a
man who is local by his address necessarily is a local
rate qualifier.
<From Beth Black) The important point is that it is
retail.
3. How buyers, sellers can cooperate
Speakers: Linnea Nelson, tv consultant for Kudner Agency,
N. Y., and Adam Young, Jr., president, Adam Young, Inc.
LlNMvA NKLSON: Let's face the fact thai we can't group
station representatives any more than we can group agen-
cies. They are all made up of a lot of individuals, and we
must accept them as individuals. All the agencies, the
better agencies as well as representatives set policies either
through group meetings like the 4 A's and the Station
Representatives Association. But all too often these poli-
cies do not filter down through to the people who have
daily outside contacts. This is very unfortunate because
it has always been my feeling that general agency policies
should be a part of the everyday life of everybody working
within the agency or station rep's office.
An advertising agency can have several policies, and so
can a rep, but it's well is remember that each is dealing
with different clients. So these policies can be deviated
from without harm to take care of various clients and sit-
uations.
No agency spokesman has a right to say, "We never buy
spot broadcasting for our clients," because that is not so.
Nor has a station rep the right to say, "Our stations never
deviate from the rate card," because that is not so either.
We need a great deal more education on both sides of
the fence. We ail know that this business has grown so
rapidly that this has become extremely important.
I lie ivp:, :.a\ thc.\ want to make both radio ami tele-
Vision easier to buy. One of the ways they could help in
accomplishing this would be to stop arguing about which
size, color, or form to use, and accept what over the years
(since li>32, I believe) we have been fighting for — the
standard contract form. Let's not have to go through
reams of paper with all kinds of clauses for each an-
nouncement we purchase.
Let representatives understand that an agency cannot
264
FALL FACTS BASICS
THE STEERE STATIONS
K atom a zoo
• When the Steere Stations' representative calls on you, here
are some basic facts you ought to know about these two rich
regional markets:
WMAK, Nashville — 56th U.S.
city. WMAK, 5,000 watts full
time at 1300 kc., covers 1,385,000
population area with $924,427,000
total retail sales. The Mid-South 's
mos1 powerful MUSIC and NEWS
independent.
WKMI, Kalamazoo-Barrle Creek
combined metropolitan Twin-City
area . . . 270,000 population, 76th
in U.S. The WKMI signal covers
1,719,000 population . . . over one
billion retail sales. 5,000 watts at
1360 ke. . . . Western Michigan's
most powerful independent.
STEERE BROADCASTING CORPORATION
KALAMAZOO, MICHIGAN
M
u
S
I
C
•
S
p
0
R
T
S
JULY 1956
265
3. HOW BUYERS, SELLERS CAN COOPERATE (cont.)
sign a contract which makes the advertiser responsible.
The agency is the only one responsible for business placed
through the agency. Daily we get special forms to sign.
We turn them over, look at the small print on the back,
and the advertiser is responsible. That is wrong.
As for availability forms, new ones are in the works, but
meanwhile representatives are using up their old forms.
Naturally, agencies don't want to see reps spend more
money than they have to, but they do expect availability
facts clearly presented. On a recent big campaign our
agency tried very hard to request complete information in
one sitting, to save everybody's time.
Letters went out, details as to what we wanted, the pur-
pose of the campaign and everything else. What did we
get? We got some forms filled out and some weekly sched-
ules with little red lines drawn through to indicate what
might be available. We might just as well not have both-
ered. The timebuyer came over and said to me, "Linn, it's
not worth it."
Some members of the Station Representatives Associa-
tion gave all of the information we needed, so they are
trying, but it's not getting around far enough to make the
thing worthwhile.
We have been praying and begging, and many of us
hope to live to see the day when we pick up the trade pa-
pers and see, "All reps have agreed to taking standard con-
tracts and all reps have some one standard form of doing
things."
That would not take anything out of the creativeness of
our business. Timebuying and selling both have many
creative aspects; but we are losing sight of these creative
aspects, and the opportunity to pursue them by having so
much paper work to do.
If the reps want to make radio and television easier to
buy, let them cut out the unessentials.
I also wonder how often the key people at station reps
know the number of times their salesmen come in and
give the buyer information either verbally or on a torn
sheet of yellow paper. It happens. And this is the mate-
rial that the buyer must interpret and put into form for
submitting to a client.
'I hen there is the rep who gets a call from the buyer.
The information is neded in a hurry, but the rep has other
things to do, and well, it isn't too big a schedule anyway.
So he delays. He loses the order. And then he comes
crying, "What will I tell my boss?" That is the most im-
portant question in his mind: "What will I tell my boss?"
We don't care, frankly. The thing is, we have asked for
some information.
When an agency is ready to buy, they need availabilities
and information as to the rate that would apply. While
this is in the rate Look, there are so many agencies who
share accounts as well as package buys, that we can't go
entirely by the book. The rep for his own station is the
only one who has the latest information as to the number
of broadcasts applicable to a given contract. Yet more
often than not when a request is made for specific avail-
abilities and rates, the rate information is missing.
Frequently rating information is requested — and while
we don't live by ratings, we must have what information is
available. But very often it is not included, and sometimes
it requires a second or even a third call.
It would be so helpful if, when this information is not
available, the rep simply stated, "rating not available," or
"no rating service in this market."
Then there is the rep who — through his own fault most
time — loses the order, and goes crying to the client.
Frequently this is a rep you haven't seen in months, but he
heard from somebody along the street that you were plac-
ing business, and so he comes in to pick up a fast order.
But now you haven't anythin- for him.
He goes to the client. The client, not knowing the whole
background, wonders whether the agency is doing a good
job. Then questions arise. Not every rep can get every
order, and they must face that fact. Some reps complain
that buyers don't take them into their confidence. That
is an old story with me. It takes a long time to learn
which representatives you can take into your confidence,
and you can't take them all.
Things that did happen over the years — you thought you
had finally found one person you could sit down with and
talk all phases of the campaign to, only to find in the next
two hours that you had four other station representatives
in the anteroom waiting, and saying, "I hear you are plac-
ing business for Bromo Quinine. I met so-and-so, and we
want the business too."
That's not the idea. When a rep is taken into the confi-
dence of the buyer, he should respect that confidence.
Also, a station representative should be thoroughly fa-
miliar with accounts that come up for purchase year after
year. He should lay enough ground work with the agency
buyer so that selling does not have to be done at the time
of purchase. Conversation can start long ahead of time.
The buyer may not know whether there is going to be a
definite order, but if there is, and if there are any sta-
tions that are going to announce a package plan or some-
thing interesting that can be used for that particular cli-
ent, tell the buyer. Don't, wait until two days after an
order has been placed, and say, "Oh, but before starting
date we were going to start a package plan." The buyer
can't know that in advance.
Another very disturbing thing is to find that a lot of the
station reps will not see anybody within an agency unless
they can see the head buyer, and frequently this makes the
head buyer think that perhaps his associates and assis-
tants are not using good judgment.
I know what happened to me as our department grew.
I would get calls, "Linnea, I think your assistant is making
a mistake. She is buying another station in this market."
Representatives must understand that growth within an
agency exists and that buying activity must be spread.
Perhaps it is because I have been around so long that a
lot of the key people in the rep business have come and
told me their woes. They say, "These buyers, they just
don't see us. They keep us waiting in reception rooms.
They refuse to listen to our story."
I have always admired the man who would pick up his
phone when the reception room called, and say, "Well,
tell him I can see him in a minute for a minute."
That is so important! If you let the rep know just how
much time you have and say, "I am very sorry, but if it is
a really long story, save it for some other time. If you can
give me the highlights within a period of two minutes,
three minutes, or five minutes, do it." But don't keep him
waiting in the reception room. And do give him an oppor-
tunity to come in whether you are at a buying point or not,
because you can pick up a great deal of very important
information that way.
When buyers are invited to luncheon presentations or
other activities, they should remember that very often the
station's rep is responsible for getting a good group out to
these meetings. It can be very embarrassing if only about
half the people show up.
You have an obligation there just as though it were a
personal invitation. If you cannot be there, you should
let them know as far in advance as possible.
On the other side of this fence, the rep also has an
obligation. I know there were times that I was em-
barrassed to find that there were some key people in the
company not invited, but somebody third or fourth down
the line who might have been a cute little secretary had
been invited and was at the meeting.
266
FALL FACTS BASICS
UTS GET DOWN TO BRASS TACKS!
THERE ARE £y BIG MARKETS
IN GEORGIA . . .
AND ONLY THE GEORGIA BIG £y COVERS THEM ALL!
YOU GET ALL 5 IN ONE BUY
Now with one buy, involving only one bill, you can
get dominant coverage of Georgia's five major mar-
kets—Atlanta, Augusta, Macon, Columbus and
Savannah. The five long-established stations that
make up the Georgia Big 5 deliver 83 per cent —
yes, 83 per cent of all Georgia radio homes!
REACH MORE RADIO HOMES
AT LESS COST PER MINUTE
The Georgia Big 5 gives you larger radio circulation
throughout the state than any other station can
deliver — and at lower cost, too. It's your BIG buy —
your BEST buy in the nearly S3 billion (and grow-
ing fast!) Georgia market.
LOCAL IMPACT PLUS
NETWORK ECONOMIES
Get the local advantages of intense listener loyalty
and strong dealer influence . . . AND the practical
advantages of a network with the five leading sta-
tions of the Georgia Big 5. Point of sale merchan-
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mailings and tune-in announcements provides added
sales power for your spot. Add to this the sales-
producing local impact of hometown programming.
Result: sales success.
Let your Avery-Knodel man show you why
YOUR BIG GEORGIA BUY IS...
Represented Nationally by
AVERY-KNODEL, Inc.
WGST WGAC
Atlanta Augusta
5.000W ABC 5,000W ABC
WRBL
Columbus
5,O00W CBS
WMAZ
Macon
10,OO0W CBS
WTOC
Savannah
5.000W CBS
JULY 1956
267
3. HOW BUYERS, SELLERS CAN COOPERATE (cont.S
The head of the department in every agency should
check before having a mailing list for invitations or any
other functions go out, and say, "Am I inviting the right
people?" Are there any that you would suggest substitut-
ing, or would you suggest eliminating any?"
They owe it to the agency to have this happen. I was
very embarrassed not long ago by being invited to some
activity to find that I was the only one represented there.
It surprised me a great deal, so I came back and men-
tioned some things that had been talked about, and I
knew that within our shop some activity was going on, and
two days later we placed one of the biggest orders with
that outfit that they had ever had; but they had decided
that Kudner was not placing much spot business, so why
bother calling on them?
\I)AM YOUNG: The first step toward better relations be-
tween reps and timebuyers is an analysis of the problems
that representatives have with their stations. It is impor-
tant for buyers to understand what takes place between a
station and the salesmen who represent them.
The salesmen for the rep must, of necessity, represent
the policies and the principles of the client stations. In
other words, he is not there strictly to service the buyer.
He is there to sell. He is there to sell his facilities, and the
.'tation expects him to bring back as much business as it is
possible to get.
As a matter of fact there are many stations that expect
more than that. But as an absolute minimum a station
expects its representative to get at least part of every ac-
count that is placed, and all of most of them. I don't
mean to imply that all stations are unrealistic. That's
not the case. But they do expect a salesman to report to
his station when an account is placed, explaining what has
hr ppensd.
First of all, the salesman must know what the condi-
tions are, what the buyer wants. He must give a good
account of what he had done for each account, and if he
should lose the business — which he is never really ex-
pected to do — but if he should, he must then explain to the
station why he lost it, what they bought, the basis of the
purchase. If he fails to do that several times, we often
find a new representative in the picture representing the
station.
I don't think that buyers realize just how important
that is. Any Young salesman — and I speak for most repre-
sentative companies — who consistently comes back to the
office and has no idea of why business went to a competi-
tor, won't have his job very long. And if we permitted
him to get away with it, we wouldn't have the station very
long either.
'ihe next point to discuss is the relationship between the
buyers and other people at their agencies.
There must be a routine setup within the framework of
each agency whereby, when a salesman presents mate-
rial— not at the time of the sale but the regular pitch that
a salesman is expected to make periodically — it gets into
the hands of the right people.
Actually, it is the salesman's responsibility to see that
tl i material gets to the right people. It is his responsi-
bility to see that the buyer, the account executive, every-
one who plays a part in the decision knows the story. It
is net a matter of going over the timebuyer's head — it is
just that his contact should not be with the buyer alone.
Of course, the distasteful thing is when a decision is
made that the salesman doesn't agree with. He then some-
times starts to chase around and call on a lot of people he
has never seen before in his life. He chases around and
tries to do what he hasn't done for months or years.
mu also understand seme of the problems that
we are running into today. The business picture is chang-
ing particularly in radio. The climate has changed, the
buying habits have changed, the stations have changed,
and the stations have changed a great deal more than
some of us care to believe at times.
The old powerhouses, the old 50.000-watt network sta-
tions that at one time were the only stations really seri-
ously considered are no longer the only stations to be
reckoned with. There are many other stations coming up,
and some of them have passed what we thought of as the
old reliables. As a result, certain stations h*ve a tremen-
dous amount of business, to the point where it is difficult to
e'ear time.
The stations are virtually sold up, but we can't stop sell-
ing because that's the death knell of our business with the
stations.
First we must sell the account on doing business with
the station; then we have to go back to the station and sell
them on the idea of clearing some time for us. It is a diffi-
cult job, and I hope that the buyers appreciate the prob-
lem, because it is a hell of a problem. The stations that
are selling most are the most difficult to clear time on.
One big point of friction between buyer and seller oc-
curs when the buyer doesn't really know all the factors
that go into making a buy or decision. They haven't been
told by their client, except to buy such-and-such on a
certain basis, and they are practically helpless. They are
given a straight-jacket, so to speak, without being taken
into the confidence of the account. It makes it very diffi-
cult for a salesman to do a sensible job under these condi-
tions, because he is given that limited amount of informa-
tion and it isn't enough. Very often there are other fac-
tors not brought to light, which sometimes result in decid-
ing on something other than what the salesman is selling
when, had he known all the facts, he might have gotten
the order.
But the whole picture was not understood. Sometimes
this is the fault of other people in the agency, people other
than the timebuyer, or perhaps the client himself.
Another friction point is the buying habit. By "the buy-
ing hatit" I mean that certain buyers over a period of time
have gotten into the habit of buying certain stations, and
in spite of all the theoretical analysis that goes on when
they go into a certain market, bingo! Such-and-such a
station is bought without really a lot of thought and con-
sideration of other stations, without properly weighing
those stations where ownership has changed, where man-
agement or programing has changed, stations that are
going up and up in listening audience.
You don't have to believe the ratings to the last decimal
point, but you have to regard trends. Any rating system is
good if we look at the trend rather than the last decimal
point.
I think more salesman get more hell back at the home
office and I think that more representatives get into more
trouble with more of their stations because of this factor
which is sometimes unexplainable. I remember when I was
just getting started in the business, going in to see a time-
Luyer.
We went over the coverage figures, and he agreed that
we did a superb coverage job, as good or better than the
station he was using.
We went over the audience figures, and he agreed that
the survey was a proper survey. We could clear time which
was better than the time he had.
I said, "How about giving me the business?"
He said, "Well, no. We have been using this station for
a long time, and we want to continue to use it."
We had every factor in our favor, every single factor —
coverage, popularity, clearances, and everything — and the
buyer would not consider making a change.
2C8
FALL FACTS BASICS
.TENNESSEE
MISS.
Alabama's 1st
FIRST Radio Station FIRST FM Station
FIRST TV Station FIRST with Live Cameras
FIRST to Operate with Maximum Power
FIRST and Only to use "PHOTOFAX"
FIRST to Telecast in Color
FIRST with full size Revolving Stage in Studio
ST*
BIRMINGHAM
TV
AM
GA
,#111
FM
FIRST in Public Service
(Always have been — Still are)
Promoting community projects every day — plus exclusive broad-
caster sponsors of: Crippled Children's Clinic Football; Miss
Alabama Contest; Maid of Cotton; Fat Calf Show; March of
Dimes Auction; etc.
FIRST in Public Confidence
(Always have been — Still are)
WAP I and WAFM represented by
John Blair & Co.
Harry Cummings in Southeast
WABT represented by
BLAIR-TV
FLORIDA
3. HOW BUYERS, SELLERS CAN COOPERATE (cont.)
Now, you know that's a pretty tough thing to explain to
a station. My face was red that day, and I don't know
what I told them. It must have been a good story, because
we retained the representation of the station in spite of
the fact we didn't get the business.
There is one other point, I think, that should be dis-
cussed. Buyers sometimes lose sight of the fact that it is
the salesman's job to sell, and sometimes buyers resent a
salesman making a really hard pitch for something. It
would be unfair, certainly, to say that all buyers resent a
salesman making a pitch. I think a good many of them
really admire the salesman who comes in and at the right
time — not at the last minute — makes a proper presentation.
There may be a few that resent it, but they don't fully
realize the function of a salesman. They think he's there
to clear availabilities. Any girl in the office can do that.
We don't need salesmen to clear availabilities. Our job is
to make a proper presentation of what we have to sell, and
it is by hard, competitive presentations that a timebuyer
will make a better decision.
New salesmen getting started on the job have a most
difficult time. They have a lot to learn. They have a lot
of new people to meet. The most disturbing thing of all
is when a buyer won't see them.
I know it is a lot easier for a buyer to continue to see
the people day after day that he or she has been seeing
for the last six months or six years. But they owe it to
themselves and to the people that are calling on them to
listen to what these new salesmen have to say.
The new boys require a break. And this break in turn
may help the buyer. He may get some information that
the old salesman forgot to tell.
Then there is the matter of salesmen kept waiting in
reception rooms. I think that is something that is never
properly weighed. I recently made an estimate of what
it costs for a salesman to wait in a reception room one
hour, what his time is worth, and I figured out the number
of hours a man actually spends selling on the street. If we
paid a man on a per-hour basis for the actual number of
hours he actually spends pitching, and if he puts in a full
day's work, a man gets roughly $10 an hour.
Now. if we add to that the cost of maintaining this man,
the cost of running the organization, the people back in
the shop, the rent, everything that goes into paying for
keeping this man on the street, we must multiply that $10
figure by four or five times.
If any buyer feels that $50-an-hour kept sitting in a
reception room is reasonable, then they are justified in
keeping him there. If not, I would suggest they think
about it.
One other point is getting campaigns on the air in a
hurry. Every salesmen has the responsibility of getting
information to the buyer as quickly as he possibly can, and
if the buyer is put in the position of having to ask him for
information at the very last minute and he must wire or
telephone to get that information, then it's the salesman's
responsibility to go out and get it.
However, the one thing that is difficult for a salesman
to understand is when he gets a request for information
that must be delivered that same day or by nine o'clock
the following morning and then delivers the information
and finds he is unable to reach that buyer for the next
five days.
Now, if information is needed in that much of a hurry
and if it isn't used quickly, the least the salesman should
expect is an explanation from the buyer as to why an im-
mediate decision wasn't made or just what the situation is.
QUESTIONS AND ANSWERS
Q. If you were a time salesman and were told by the
timebuyer's secretary that the buyer is seeing no one at
this time of year, what would you do?
A. 'From Linnea Nelson) No buyer has the right to say
that he or she will not see salesmen at any specific season
of the year. That is ridiculous, and if I were the salesman
I would go to his or her immediate superior and I would
see him. I would contact clients, and I would sell the
medium in general. I happen to be a buyer who does not
object to salesmen contacting clients. I like to know from
the salesman when he has seen the client, what they have
talked about. It can be very helpful to me, and I like to let
the client know that I know this relationship exists. But
anybody who won't see people deserves some pretty bad
treatment.
Q, Why do salesmen insist on dropping in any time they
are in the neighborhood — no phone call ahead — nothing!
This is, unfortunately, usually when the timebuyer is
harried on urgent problems and can't talk about non-
urgent matters. How about respecting the timebuyer's
time?
A. 'From Adam Young) Any salesman who drops in un-
expectedly deserves no real consideration. He should know
that he is taking a chance on catching the buyer free, and
if he or she is not free, well, that's just his hard luck.
Perhaps I should have made it clear earlier that I was
referring to people that had appointments who are kept
waiting, and this is not an unusual situation.
Q. What makes an agency buy in several markets and
not query reps who have stations in those markets? That
is, if you are going to buy in the market, why don't you
call all the stations in that market?
A. (From Linnea Nelson) It could be something involved
with past experience. It could also mean that the reps
haven't been doing a very good educational and sales job
prior to the time we want to buy something. However,
lacking complete information, the buyer is almost obligated
in the interests of the client to query all stations in a
market. There might be reasons why they want a certain
one. They might want to buy specific hours or something
like that. But for general purchases, they should check
with all the stations to find out what's going on in the
market.
Q. Confidences are hard to keep generally anywhere.
Why initiate the habit with one rep and then condemn
the others representing stations in the same area who feel
they have a good competitive story — and deny them an
audience?
A. (From Linnea Nelson* I don't mean that anybody
should be denied an audience. There are some people you
can talk to and some people you just cannot tell anything
to, because it goes around so fast. I think in order to
help a buyer learn the over-all picture in a market it is
very helpful to say, "We're thinking of a campaign. The
client doesn't know about this yet, but we would like to
discuss it. Let's see what we might be able to decide."
That's the stage at which I mean taking somebody into
your confidence and looking the thing over. When you get
to the buying you can talk to everybody about what you
want to buy. Then it is no longer confidential.
270
FALL FACTS BASICS
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JULY 1956
271
4. Why Philip Morris switched to spot tv
Speaker: Thomas Christensen, ad manager, Philip Morris
THOMAS CHRISTENSEN: Philip Morris was in the news
with our change in television activities when we gave up
what was then the No. 1 show, J Love Lucy. There has been
a good deal of speculation about it, and perhaps some un-
warranted conclusions were drawn. While I would feel
distinctly unqualified to discuss all the merits of network
tv versus spot, I would like to give you a little case history
of one company and why we were in network when we
were in network and why we are now primarily concen-
trating on spot.
To start the thing off, I suppose I should give you a
thumbnail history and recall to you the fact that up until
a couple of years ago, really, our company perhaps more
so than any of our competitors was basically a one-brand
company. We manufactured a rather long list of cigarettes
that received very little attention from an advertising
standpoint but, to all intents and purposes, all of our
promotions and efforts were directed to the Philip Morris
brand which was, of course, quite successful.
But a couple of years ago, in fact going back to around
1950 or '51, a lot of things started happening in the
cigarette business. There was a cigarette — I can't remem-
ber its name, it was in a red package — and one of our
competitors started selling an awful lot of those.
The next thing we knew, king-size cigarettes were be-
coming the fastest-growing factor in the cigarette indus-
try. Along about the time when all of the cigarette
companies started to look at each other, thinking, "Well,
maybe something is happening here," suddenly it turned
out that a member of the medical profession thought the
cigarettes would give you "falling-down sickness," or
something pretty horrible and the next thing you knew
the filter cigarettes came on the market and have been
and continue to be an increasingly important factor.
Well, our company didn't want to be left in the lurch
any more than any of the other companies did, and along
with all of the others we started looking at our own
products and seeing what could be done to bring them in
tune with the times.
One of the first things, of course, was to bring out a
Philip Morris king-size; Liggett & Myers had preceded us
with a Chesterfield king-size by a few months, and we
brought out ours and other companies of course have
come along with the same type of move.
Meanwhile, we also were aware of these rumblings in
the filter market, and we did two things. We began work-
ing on a new filter cigarette of our own; a good deal of
research was begun several years ago.
Also, being aware that some of our competitors were
ahead of us in the development of their own filter cigar-
ettes, we looked about for a way of acquiring a good filter
cigarette quickly. Out of that type of thinking resulted a
merger with Benson & Hedges, which brought the Parlia-
ment brand into our house. Of course, during the past
year, our Marlboro brand was ready, and then we found
ourselves suddenly in a position where we once had been
a one-brand company and now we were a three-brand
company. Well, that is the historical background of our
products.
Now. the television side of it. Philip Morris was one of
the early television advertisers. We started In our first
spot operation back in 1947 when there were, I believe, only
nine or 10 stations that could be bought anywhere in the
country. And in 1948, as tv grew like Topsy, we began
our first network tv venture. At the time, tv was pretty
unimportant as an advertising medium. There was no
trouble to lay aside a few dollars in the marketing
budget to see if this new medium had anything to offer a
cigarette advertiser, and we did feel that the potential of
the medium certainly warranted an experiment on the
scale that was called for then.
From 1948 through 1955, Philip Morris was a continuous
network television advertiser and in recent years with
never less than two shows. During many of those years,
our network activities were supplemented by spots.
In about 1952, the costs of the network operation, not
the cost-per- 1,000, but just the actual amount of dollars
you had to lay out for a network show, had grown to
the extent that we were forced to drop spots because we
felt we had important network franchises. We were reach-
ing a vast number of people each week and certainly when
/ Love Lucy came along, we were reaching larger audiences
week-in and week-out than any advertiser had ever been
able to do through any single vehicle of communication.
We felt that this was a franchise much too important
to drop and we had to cut out what we considered to be
an important, but not as important, segment of our
advertising spending.
This, we were able to do, and encompass. We were able
to also keep up with this increase in costs as new stations
came on the market. As talent costs and all the other
elements increased, we were able to keep up with that
because televison continued to reach more and more people
as time went on. Thus with a large budget for one product
we were still able to take this increasingly large, single
weekly "nut" that had to be covered and use it to advan-
tage without sacrificing all of the other media that an
advertiser with the distribution a cigarette company has
must use to cover his market thoroughly.
But when we came to the time when we very suddenly
found ourselves an advertiser with three products to sell,
each of which had a legitimate demand on our corporate
marketing kitty so to speak, then we had to go into what
Secretary Dulles would call "an agonizing reappraisal."
We were sitting there — our / Love Lucy was still the
No. 1 show. But, by that time, we were feeling considerable
embarrassment through the demands that this one show
had. (Actually, we had two — but these two network shows
had to do a job for three brands that previously had to
be done for only one brand.' Our first effort was to see if
we couldn't hold on to our network franchise and do a
good job for three brands.
Well, of course, many products are sold successfully
under split sponsorship and a manufacturer will adver-
tise more than one of his products on a show, but cigar-
ettes perhaps are unique in that, in a sense, they are
competing with themselves.
Our Marlboro filter cigarette competes just as much with
Philip Morris as it does with Winston, Viceroy, Chester-
field or any of the other products that are on the market.
We were never able to feel comfortably about the strategy
of keeping the two brands side by side in the same show
any more than we would want to be side by side with one
of our competitors. And then, of course, we also were
confronted with the problem that a vast proportion of our
corporate marketing dollars were tied up in these two
shows.
In addition, Marlboro, as a new brand, had special needs,
in that it was being distributed not nationwide, but market
by market. It is a type of gradual increase that doesn't
lend itself too well to network. So naturally we started
thinking hard in terms of spot.
Finally, the conclusion was reached that spot was the
answer to our particular company at this particular time
272
FALL FACTS BASICS
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4. WHY PHILIP MORRIS SWITCHED TO SPOT TV (cont.)
in terms of the flexibility it would give us. As we operated
in one market we could on Marlboro, for example, throw
a lot of weight into a given situation and transfer one
market to another one if distribution warranted. We were
not locked in by relatively rigid network lineups. In other
words we could be where we wanted to be and when we
wanted to be.
On Philip Morris our reason for use of spot is a little less
obvious, in that we did have national distribution. But
we felt that on a budget which would not encompass a
full-fledged television network show that we could make
our tv dollars go a good deal further at the present time
by concentrating them on a smaller number of markets,
the important markets to us, getting a great deal more
frequency than would be possible under a network oper-
ation, and use tv as an important backstop to our national
blanket of coverage which we have been confining to a
low-cost, high-frequency medium.
What about tv? Does that mean that Philip Morris has
given up on network? No, far from it. There will come a
time when each of the individual brands will be able to
have a budget which will support its own show. What will
probably happen at a time like that would be that a brand
would have a network show and have it backed up in key
markets by spot.
Our corporate position is one that there is a way of
using television for any product, certainly for our products,
suitable to the time and place or the time and circum-
stance. We think that tv has done an excellent job for
us in the past, and we are convinced that it is going to
do an excellent job for us in the future.
5. How to follow-through after the buy
Speakers: Jack Schneider, gen. mgr., CBS TV Spot Sales,
and George Polk, broadcast media coordinator, BBDO, N.Y.
JACK SCHNEIDER: The keen broadcast mind that select-
ed the subject of "The Follow-Through on the Buy"
apparently had great fears, and actually may have experi-
enced hearing a buyer or a salesman at the completion of
a major campaign purchase, wipe his sweaty brow and
exclaim, "Wow! Am I glad that's finished! Now on to
something else."
This attitude, of course, would be tragic, because the
buy that you have just made is theoretically the worst
schedule on that station within your chosen advertising
category.
Now. let's look at that statement. That may seem a
little drastic, but responsible broadcasters always try to
improve the schedule of the existing advertiser so that
there is a constant upgrading of schedules that are cur-
rently on the station. Therefore, the last to buy would
theoretically have the lowest priority for the choicest
time within the classification being purchased.
Now, improvements of schedule are a joint responsibility
in that the buyer and the seller are both very much
involved and can't assume that the other party is the
responsible party.
The seller should know, of course, all the details of the
existing schedule on the air. He should know when new
availabilities come up through cancellation and non-
renewal and how he can upgrade the existing advertiser.
Likewise, the buyer should keep an open mind and be
v to accept improvements or changes in schedule.
Just as you may need to achieve a carte blanche from
your acount man to buy effectively, the carte blanche you
■ t will also help you improve your buy because when
these so-called classic availabilities come up, it is the
buyer who can move fastest who can get them.
The same work that went into the making of the original
buy continues in maintaining the schedule, servicing it and
improving it.
A lot of little, mundane things go into following up on a
buy. Probably the best way to handle this would be to
take a hypothetical 52-week schedule and follow it through
several of its cycles.
Let's start with the buy that you want to start on the air
on 15 October and take that through a full year (in 10
stages) .
1. The follow-through actually starts before you place
an order. I think you might be very wise to check to see
that your copy is going to be ready in time for your air
date, whether it be a transcription, live copy, film, or
whatever, because you would be surprised how many times
we have an October 15th starting date only to be advised
on October 14th that the film won't be ready for two more
weeks, and would you please hold our schedule?
It's very inefficient from the station's point of view, and
of course this sort of headache can be eliminated if the
buyer assumes a degree of responsibility by determining
before he places the order if the copy will be ready.
Also, in thinking of "Will the copy be ready?", take into
account that you have shipping problems and that it may
well take three or four days to get the transcription across
the country or down into the South or up to the North;
also there is handling that goes into the film after it
reaches the station so it should be at the station two days
before your starting date at least.
Now that you have made the buy — we're still in Sep-
tember— advise your traffic department. Advise them first
what stations you have bought. Also advise them what
kind of copy. Did you buy I.D.'s? Did you buy minutes?
Did you buy 20 seconds? Are you buying live participation?
If so, does the talent work from copy points or from full,
formal copy?
Also see to it — and this is a television consideration —
that you have enough prints of your film sent to the
station. We had an example just the other day where an
advertiser was buying a tremendous saturation campaign,
47 announcements a week on a television station, and
they sent two prints to the station. We simply cannot
operate that way.
When a television station puts together their station
breaks and LD.'s and minutes for the day, all these
announcements go on one reel, and that reel is prepared
at least a day in advance. Possibly a station with a
long broadcast day may go on to two reels. Thus if you
are running a saturation campaign of 50 announcements
a week, you may run as many as six announcements a
day and the station will need 12 prints of your film. This
includes the six that are on the reel of the day that is
being telecast and the six that will go into the reel that
is being made up the day before. Otherwise, you are
only encouraging goof-ups at the station by not providing
them with enough prints.
Now for the salesman involved. In the televison busi-
ness and also in the radio business there are a lot of
new stations going on the air. It is the salesman's respon-
sibility when he gets a new station added to his list to
advise all his agencies of how they want their film or
their transcriptions or their copy, or whatever, sent to
the station. Many are sent just to the Film Receiving
Department, many just by someone's name. Maybe the
proper address is a post office box; but all your makegoods
and service problems can be avoided if these previous steps
are provided.
2. You have just made the buy. Now how about the
274
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5. HOW TO FOLLOW -THROUGH AFTER THE BUY (cont.)
local representatives of your advertiser — the brokers, the
distributors, the local service manager of the product, the
sales force of that product? They should be advised,
obviously, of what effort, what support, you are going
to be giving them
This can be done either by the agency — most agency
account groups will have the names of the distributors for
each of their marketing areas; or it might be good to
remind the client to remind his distribution force, what-
ever it may be; or the representative, in turn, can check
with the station to see that the station's sales manager
contacts your local representatives to see to it that this
thing all ties in together and that it all makes sense.
(Incidentally, some agencies don't want the local sales-
people to know what they buy. I'm sure their reasons are
always valid and good. I don't necessarily understand
them, but if that is their problem, we will have to live
with that, of course.)
I want to stress this because while all of us who are
broadcasters think that radio and tv do everything to
sell the product except to make change and wrap the
package, maybe we aren't that good and unless we foster
the cycle involved in the movement of merchandise, we are
not seeing it through. It is not a complete whole. That
is the reason for this emphasis.
3. We had an October 15th start date, and here it
is November. I think it may be time to read the trade
papers a little more avidly and check your rating books,
because now is the time to verify your judgments that you
made in September.
Obviously, both in radio and television — more in tele-
vision, cuirently — we start that new broadcast cycle with a
lot of new shows and a lot of the adjacencies don't have
a history, so you take them on spec, and now the ratings
are in. Now you want to make the decison: Is it just a
summer attraction, or is it holding up in the winter? Or
maybe you ended up with a Favorite Husband adjacency,
which didn't last on the network. This sort of information
you can get from the trade press. Basically, I think the
trade publications give you as quick a report on turnover
and new trends in this area as any other source. Maybe
your salesman should tell you, but I think you can find
out yourself, maybe a lot faster.
4. Now it's December. You bought with a 15 October
starting date, so you didn't buy the prime franchises
that existed in August. Now I want to call your atten-
tion to the dip in business volume that occurs at Decem-
ber and January. This is true because some budgets run
out 10 December and the new budget isn't ready until
1 January; or there are appliance dealers that want to go
out just after Christmastime.
Well, we're on two weeks' notice on renewals as well
as cancellations so December is the time to increase the
pressure and get a little more receptive because this is the
time to improve your buys — an opportunity you may not
have had since October or September. However if you
wait until January and February, you may be too late.
.>. Well, January is here, and suppose a makegood is
necessary. (I don't really suspect that if the schedule
(1 15 October we won't have a makegood until Janu-
ary, but this is just for our hypothetical cost.)
makegood can be viewed as an advantageous thing.
If you have a regular schedule running, you are in effect
reaching the same viewers pretty much over and over
again. When you get an opportunity for a makegood. it is
pportunity for you to reach a different group of
viewers or listeners than you have been reaching on a
regular basis.
We had Nielsen do something for us that turned out to
be very illustrative of the point. On WCBS-TV, New York,
t?ke a Friday 8 30 p.m. station break. According to Niel-
sen, it gets an 18.6. Taking the net for that station break
for two weeks running, two 18.6's, the two-week reading is
28.5, so in two weeks you have a net gain or a new
rudience of 9.9.
Now. for some reason, something happened. We lost the
8:30 break. So, the following week, you were offered a
10:30 break on Saturday. As it turns out, you probably
would have taken it anyway, because it's a little better
rating. It's a 22 versus an 18. However, the two-week net
rating of these two breaks, the 8:30 and the 10:30, is a
37.8. for a net gain of 19.2.
I know that you can say, "Well, on a volume schedule
of 5. 10, 15 a week maybe it wouldn't be as dramatic."
Maybe that's true, but believe me, if you take a makegood,
even though it be of a lower rating, it can work a distinct
advantage for you because of a net gain in advertising
impact. You want to reach some new people.
6. Now it's February. The schedule has been on four
months, the blush of having it on has faded and we have to
think of some way to get a little more enthusiasm on the
local level.
I think this may be the time for you to talk to your
rep. Many stations can provide for you a jumbo post card
with good artwork, a dealer mailing with a list you can
provide or a list that the station may already have. It can
be signed by the talent; it can be signed by the station
manager.
I want to state here that I am not talking merchandis-
ing. I don't want to get into that area because so many
stations don't have it and so many lean way over on it.
Ask the salesman if the station has the facilities to do
this for you. You may be surprised at what wonderful
cooperation you get, and it may hypo your whole effort
all over again.
7. Now it's March. I think this would be the time for
the salesman to come to you possibly and say, "You know,
over the last broadcast year that we have just had, the
fall and winter, we find that some remarkably good buys
exist in daytime I.D.'s, or remarkably good buys exist on
a disk jockey's show starting at 11:00 p.m., or there may
be a big demand for minutes this year, and maybe you
could counsel your agency not to attempt to buy minutes
the following year — maybe switch to 20's, or something
like that."
When the buyer gets this sort of information, he can
elevate himself. I feel, because a good buyer is a good
salesman.
So when you get industry information such as this, fads,
and so on, take it up, become the expert.
8. April— Daylight Saving Time. Of the 161 CBS affili-
ates as of September of this year, 105 of them stayed on
Standard Time, which meant if you had a schedule on
any of those 105 stations, you were involved in a Daylight
Saving Time change. This shouldn't come as a shock to
you any more, but it invariably does. It seems to me any
time you buy a schedule to run 26 weeks, no matter when
you start, you are going to be involved in a Daylight
Saving Time change, or if you start halfway through the
even cycles, midwinter or midsummer, you are goiiv to
be involved in it.
Tell your client when you make the buy that he is going
to have changes. It's easier to tell him then. It doesn't
mean that your schedule is going to have reduced value.
It just means that it will be little different. It may be
a little earlier or a little later. You're going to get the
same values. The stations very honestly try to deliver
the same values, but don't let it come as a shock to you.
9. Now It's May and there is a marked dip in business
so if you are a 52-week advertiser, this again repre-
276
FALL FACTS BASICS
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111
5. HOW TO FOLLOW-THROUGH AFTER THE BUY (cont.)
sents a great opportunity for major improvement of
schedule.
After May. we find summer. I think this might be the
time to read your trade press and talk to your reps, and
see what the trends are.
10. Last summer we noticed the trend was toward more
spectaculars, and that sort of thing. Every broadcast year,
I think, you will find you have new trends. These start
to show themselves in the number of advertisers who
have renewed, those who are going off for the summer.
Get your bets down early on what you think is going
to be a winner, because this year we found that people
started making their fall buys in the middle of July. That
was about 30 days earlier than the year before, which
was mid-August, and that was about 30 days earlier than
the year before that, which was mid-September.
GEORGE POLK: It's quite difficult to separate the subject
of initiating a campaign from the follow-through; one is
an integral part of the other. My takeoff comes with the
term "the timebuying level."
I'm sure all of you at one time or another have been
exposed to the term. It may be used in such contexts as,
"Is the decision to be made at the timebuying level?" or
"Is Mr. X at the client's account or at the timebuying
level?"
Certainly this level varies by agencies and by individuals
within agencies, but is it where it should be in your
agency? Are you satisfied with the part you play in your
agency's radio and television operation?
Occasionally I see in a trade magazine a crusade to
elevate the unappreciated, underpaid, and only recently,
the shackled timebuyer, with controversies as to whose
responsibility it is to correct the wrong situation, wher-
ever it exists. Is it up to agency management, the media
director, or the industry itself?
It is my firm belief that if you are a shackled timebuyer,
a Class "AA" chainbreak selector, or an automaton for
collecting minutes between 7:00 and 8:00 a.m., it is no-
body's fault but your own. Timebuying is no different
from any other business or profession in that its success
is directly related to the individual's initiative. The level
at which you stand as a timebuyer on your accounts is the
level that you have created for yourself and is solely
dependent upon the contributions you make toward de-
cisions in purchases of time on your accounts.
Now, besides the daily routine of actual buying, the
timebuyer should be involved in all phases of media
planning, and certainly in all broadcast buys, whether
it is a Max Liebman spectacular on NBC or a chainbreak
in a cooking show in Sioux City, Iowa. If this is not
the case, don't throw up your hands and write off your
agency as being impossible. It's not up to the agency
or industry to change your job level — I'm afraid I'm
getting repetitious — but it is strictly up to you.
Just like a good rep, a good timebuyer is a good sales-
man. Convinced that an idea or plan is sound, he won't
let up until it is adopted or at least given serious con-
sideration.
Now, it isn't always easy to sell an account man or client
and understandably so. Most of them are not as familiar
with broadcast media as you and many of them have
been buying print media for 20, 30 or even 40 years and
have seen it pay off. What's more, they understand it
thoroughly so it is understandable that they should be
reluctant to enter a realm of uncertainty and put large
i ts into media they are not so familiar with.
That's where you fit in as an expert in these relatively
new media that use air instead of paper. Present your
simply and factually, leaving no questions un-
answered, and you will be amazed at the results. You
cannot assume that clients or account men, no matter
how intelligent, have the same intimate knowledge of
timebuying as you have. They can't. While you spend
every working day steeped in broadcast, they only hear or
read about it occasionally. They may even use it frequently,
but nevertheless can't be expected to have the day-to-day
working knowledge of it you do.
In this respect, the rep can usually help tremendously,
donating both time and material to your cause. He can
supply readily available data, or even have special projects
done to support your proposal. For example, he might
have a special rating tabulation made to show how much
unduplicated audience is reached in a given period of
time; or perhaps he can supply success stories; or in the
case of programs and personalities, it might be desirable
for him to supply you with a kinescope to get over the
emotional aspect of an emotional medium.
Generally, I have found it best to expose all the facts,
including possible client idiosyncracies, to the salesman
and enlist his help. If, for example, proposal A reaches
50% more audience than proposal B for the same cost
and you decide on B for reasons peculiar to your account,
despite the audience advantage of A, tell the man why.
He may be able to offer you something which is better
than both A and B.
Maybe proposal A involves daytime which reaches
women more economically than B. But if the client tells
you that store managers don't see his advertising and are
about to throw his product off the shelves because of lack
of advertising support, cost-per-1,000 isn't the answer,
certainly. So why not explain to the salesman, confidenti-
ally if necessary, why B, which includes nighttime spots
the store managers can see, makes more sense in this
particular case despite the apparent advantages of A.
While on the subject of reps, you can broaden your
own reach within your agency by putting salesmen to
work for you. You can't be everywhere at once, selling
all the time, but the various reps can. Encourage the rep
with a sound idea to follow it through. After having come
to you with his idea initially, you can guide him as to
which accounts might possibly be able to use what he has
and the best way to present it.
Perhaps the best way might be to have him go directly
to the account man or client. The salesman invariably
knows more of the details than you, and can probably
present it more enthusiastically and generally has more
time to do so. After all, that's how he makes his living.
On the other hand, if you feel that the account person-
alities involved might object to this approach or not give
the proposal the serious attention that it deserves, then
it is your responsibility to suggest an alternate way —
perhaps accompanying the rep or leaving the rep out
completely, presenting it yourself.
If the proposal is sensational enough, certainly you
should be an active part in its presentation, if for no
other reason than to add credence to it. Procedure is a
delicate subject, and should always be handled with the
utmost care.
Thus, in your role as adviser to reps, you can help them
to sell a good availability by supplying them with specific
agency or client personality information and suggesting
procedure. For instance, it might be advisable not to make
too elaborate a presentation to a conservative client while
a "dog and pony act" might be a very good way to impress
another. The rep can't know what fits where. You can
and should help him.
If you set yourself up as a clearing house of ideas and
offer quick advice or action, you will be exposed to all
the best buys first, because all any salesman asks is the
opportunity to tell his story to an individual or individuals
278
FALL FACTS BASICS
- -s.
WORKING PART
FRANK HEADLEY, President
DWIGHT REED, Vice President
FRANK PELLEGRINI, Vice President
PAUL WEEKS, Vice President
•'
~ ^
TELEVISION INC.
We have found no substitute for experience
when it comes to rendering a needed
and effective representative service to station
owners and buyers of time.
The mature working partners who started H-R
all had long years of experience in this field. The
men who have joined with us as we have
grown, all have been selected on this basis.
That's why, when we say we "Always send a man
to do a man's job" we mean it!
380 Madison Ave.
New York 17, N. Y
Oxford 7-3120
35 E. Wacker Drive
Chicago 1 , Illinois
RAndolph 6-6431
6253 Hollywood Boulevord
Hollywood 28, Calif.
Hollywood 2-6453
155 Montgomery Street
San Francisco, Calif.
YUkon 2-5837
415 Rio Grande Btdg.
Dallas, Texas
Randolph 5149
101 Marietta Street Building
Atlanta, Georgia
Cypress 7797
520 lovett Boulevard
Room No. 1 D
Houston, Texas
Jackson 8-1601
5. HOW TO FOLLOW-THROUGH AFTER THE BUY (cont.l
who are in a position to make or influence decisions.
Of course, it goes without saying that it is equally im-
portant to discourage presentation of undesirable ideas,
which might even include a good availability but to the
wrong client. Certainly boxing is not an ideal vehicle
to reach women, to use an extreme example.
Now, you are not doing anyone a favor when you shield
your account people and clients from presentations or
contact with the trade. Remember how familiar Mr. Ad-
vertising Manager and Mr. Account Executive were with
The Saturday Evening Post and The New York Times?
Space reps have been calling on these men for years. Well,
because radio and television are so much younger both
industries have to work doubly hard to catch up and
achieve similar familiarity and acceptance; you can have
the way paved for you by encouraging contact between
account people and industry representatives. It is infi-
nitely easier to work with people who understand the
basics of your medium than with those who have never
been exposed to it before.
Here's a case in point. Recently, a network made a
television presentation to one of our out-of-town clients
who had never been in television before, and while the
program being presented by the network was not bought,
the presentation had stimulated enough interest to result
in a buy on a competing network. Mere exposure to the
facts did it! The man went to work and helped one of
our clients get into network television, even though perhaps
from other than altruistic reasons.
Another problem in selling tv within the agency is the
unfortunate connotation of spot as being for the client
who cannot afford the luxury of network. Again, it is up
to the timebuyer to point out that agencies are in the
advertising business, not show business. Often, dollar
for dollar, spot announcements are a more logical buy,
especially where emphasis on frequency is an important
part of the effort.
Again, don't bank on generalities or assume that any-
thing is known about timebuying. Explain the efficiency of
a 12-plan, the degree to which spot can penetrate a
market, and the low cost for such penetration. Present
whatever success stories you can muster. If you base a
budget on 10 announcements per week but expect to be
able to deliver 20, you are short-changing the medium by
not stating the expected end result and may find the
money diverted because the account considered your
budgeted frequency too low. Explain how the original
schedule bought can usually be vastly improved and in
not too long a period of time.
Now, in the case of evening tv announcements, perhaps
the money will go further if only I.D.'s are used, rather
than chainbreaks, the former as you know generally cost-
ing only about half as much. Or maybe you anticipate
trouble in chainbreak availabilities.
Try getting together with the copywriter. Perhaps the
story can be told in 10 seconds, and if you explain the
cost ratio and availability situation to him, he may come
up with something he never tried before because he never
understood the problem. I have seen this one tried a
dozen times, and it does work!
Incidentally, copywriters are a terrific help in creating
interest in radio and television. Most of them, if it is at
all possible to generalize, have strong beliefs and convic-
tions, and are usually not shy about expressing themselves.
It is very possible that a clever copy theme, an impressive
storyboard or jingle, can initiate an entire campaign.
Work with these creative people, and in turn they, too,
will be selling broadcast media along with you. This is a
very sound way to stimulate interest in radio and television
and may help you get many a former print advertiser.
What do you do when you run into the client or account
man who insists on reviewing all the availabilities himself,
making his own selection? This circumstance is generally
directly traceable to a delinquent timebuyer somewhere
along the line whose ability and judgment did not warrant
complete confidence. If you inherit such a situation, it
behooves you to pass along the mass of availabilities re-
quested, but certainly not without your own recommenda-
tions with clearly outlined reasons as to why you have
recommended the buy.
By merely passing along availabilities without careful
screening and selection, you automatically put yourself in
the class of a clerk.
Very briefly. I have tried to point out how important a
timebuyer's position can be. Whether it is or not is up
to the timebuyer. There are no real limitations that can-
not be overcome by ability, imagination, and ambition.
Laziness or simple inertia will surely reduce the job to
mere mechanics.
But if you want to be an imporant factor in the radio
and television decisions on your accounts, you must first
be respected by the account people and clients you work
with, most of whom will soon learn to be guided by your
greater knowledge and good judgment.
6. All-media buying vs. specialization
Speakers: Edivard R. MacDonald, associated director of
media relations, Young and Rubicam, N.Y.C., and Arthur
Pardoll, director of broadcast media, FC&B. N.Y.C.
EDWARD B. MacDONALD: Since Y&R's organization of
its Media Relations Department is frequently referred to
as representative of the all-media buyer system, we'll start
by outlining just how we are set up.
I was prepared to note that we had 150 men in the
Media Relations Department, when somebody informed me
that we have 167 today; maybe by the time this report
is finished, since they are hiring a couple of people, why,
it will be 172. And this is just in New York.
We have an over-all media director. Pete Levathes, with
an executive assistant (for whom I am substituting in this
report). That is Pete Matthews. And then, at my partic-
ular level, seven associate directors. Below that. 26 buyers
on all-media basis, and since they each have an assistant
I guess that means we have 26 assistants.
Then we have a series of service groups, as we call them.
This consists of a statistical section (which takes a lot of
the load off the buyers in terms of preparing, for example,
analyses of how a medium circulation pattern falls down,
as against client sales patterns); an estimating section;
a contract section (which, again relieves the buyer of a
lot of detail I ; a typing section I which helps to relieve
one's secretary and leave her free to help out on other
matters); a files or library section (to which we turn for
ready availability of information on different media I .
In addition we draw upon a 150-man Research Depart-
ment (in New York alone). We draw upon them for a
vast amount of research information.
We draw, and draw very importantly, very closely, on
an every-day basis, upon the Radio-TV Department. I
don't know the exact number there, but it is well up over
100, too. They have the prime responsibility for advising
upon talent — not tv talent in particular, but talent in
general in the radio-tv area.
280
FALL FACTS BASICS
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281
6. ALL-MEDIA BUYING VS. SPECIALIZATION (cont.)
Since in today's buying, and particularly with regard
to network tv, you are usually buying time and talent
pretty much together, this calls for and gets very close
cooperation between the Radio-TV Department represent-
ative and the media buyer representative in the product
group system — the latter with responsibility on time,
advising on time-slots and handling the actual contractual
arrangements and with the networks or stations involved,
and the former with responsibility on talent— programing,
if you care to call it that.
The problems in switching our buying setup were offset
in a variety of ways. In the beginning, a particular ac-
count which was heavily radio-tv then was assigned to a
new all-media buyer who had formerly been a timebuyer.
In order to ease the transitional load, the new over-all
responsibility would go to a buyer where the majority of
the activity on the account was what he was more fa-
miliar with at the time of the change.
Now that the system has proceeded for nearly four years
we don't feel that this is the way that accounts should be,
or need be, assigned any more and they are not. But it
was a help in the transitional period.
Another thing which helped ease the transitional factor
was that the buyer, in a way at least, actually had his
work-load very much lightened for him. I think at the
time of the change there were only 21 buyers and I think
seven were timebuyers and 14 space buyers.
Well, now, when you suddenly had 21 all-media buyers,
the account distribution became fewer per buyer, and
each buyer now only had to be familiar with all the detail
about each of this fewer number of accounts.
Now, nearly four years later, we have the answer. We
feel it does work. The department is happy about it. I
think the buyers themselves are the ones most particularly
happy about it rather than the departmental management
people. Certainly agency management people are very
satisfied with it, and so far as we can tell the clients like
it a lot, too. Even various of the media representatives
that call upon us tell us that they think it makes a lot
more sense.
That leads us pretty logically, I think, to the question of,
why was it done and why has it been continued?
Now, entering this area of the discussion, I think possibly
it would be desirable to point out that actually there
doesn't seem to be any argument as to the need for a
planning and integrating operation within a media depart-
ment in any agency. The question seems to be just at
what level this is going to take place.
One of the main reasons, I think, that this kind of
operation makes a great deal of sense is that with the
media buyer having fewer accounts he is able to have more
daily contact with the other people in the agency on the
product group, and with the clients.
We feel that this all-media buyer system puts the
buyers (and I might just say the all-media assistant
buyers, too, I don't mean to keep leaving them out, they
are part of this, too) , in a better position to challenge and
in so doing to check the thinking of the associate directors
who work with them on particular accounts.
We believe another advantage of the Y & R system — and
one that will be of growing importance as time goes on,
I think — is that it provides a better or more rounded
approach for one's assistant buyers and media buyers, so
over a period of time an agency grows its own very
well developed and very well rounded associate media
directors. Ones who are adept at over-all media planning
and creative buying, which is desired at their level (if not
also, as in our case, desired al the lower levels, too).
From the buyer's angle, it means that the buyer doesn't
any particular blind alleys. Where does the present
timebuyer go? He goes to the end of the trail on this.
and then? How does one suddenly become the objective,
over-all associate director who is capable of strategic
planning to fit media to specific account needs? Now. we
recognize that it is possible to sacrifice benefits that are
normally attributable to any kind of specialization. The
only answer to that is that we recognize it but don't feel
that it is that much of a sacrifice, the way it works out.
We don't feel it to be that urgent that somebody be able
to quote Standard Rate and Data, ABC records, PIB.
Lloyd Hall, or what not, at the drop of a hat. You can
look these things up.
Much of the work-load that many buyers or assistant
buyers have to perform in other agencies is not carried by
Y & R buyers. They are relieved by Y & R's having these
additional and possibly much larger service units. Much,
then, of the work-load is taken off the Y & R buyer and
assistant buyer by these service-unit people, who can take
the time — because they are there as part of this 167-man
operation — to work up much of the detail and put it face
up on a desk for the assistant or media buyer's evaluation.
Possibly to sum this up. then, we might say that even
if we are losing certain specialization advantages — and we
emphasize that we are not conscious that we are losing
anything under the particular method of operation and
size of operation that we have — the greater objectivity in
selection and the far greater chance for strategic media
buying that the all-media system affords is, in our view,
at least, a far more desirable approach to better serving
of clients, which is what we are getting paid for.
ARTHUR PARDOLL: We are in an age of specialization.
It isn't strange, therefore, that the idea of specialization
has gradually filtered into advertising agency thinking.
It's not strange because the function of advertising and the
function of the advertising agency in particular has
changed dramatically in recent years.
These functions had to change because the American
market has changed. Old attitudes and methods are not
capable of solving the complex, new problems that a
changing market presents.
Advertising has become industry's best salesman. To do
the sales job most effectively, however, advertising agencies
found that they had to provide a great many more services
to their clients than they once did.
No longer could an agency be just a group of people
who "think up" things. Now we have to "think through"
as well, so that what is ultimately "thought up" will not
only be original but pertinent to a much broader concept
of marketing strategy.
This meant added manpower. But it was and is in our
own best interest to provide these services.
The agency consequently had to develop trained market-
ing specialists who could counsel the client beforehand as
to his chances of success with a product, could devise the
best advertising approach and who could go back and
post-test the effectiveness of a campaign once it had been
completed.
This gave rise to a great many new advertising agency
functions. We have, today, specialists in such fields as
market research, copy testing, packaging, product design,
merchandising, sales promotion, pricing, distribution and
trade relations, in addition to the usual creative services.
In our own branch of the business — radio and television
— we have also noted a gradual growth of specialization.
Recognizing the complexity and importance of the
broadcast medium, many agencies have created broadcast
account executives whose sole responsibility to the account
[Please turn to page 284)
282
FALL FACTS BASICS
SPOT RADIO
in a
"spectacular"
world
Recently an ad-manager whose agency was
presenting him the glories of a one-shot
TV extravaganza asked, 'Don't you still be-
lieve in frequency in advertising?" A good
question!
Frankly, with today's competitive markets,
advertisers have to believe more than ever in
frequency of impression. Today people have
their minds on more things than ever before
for the simple reason their minds have access
to more things.
Hundreds of new ideas, new services, new
brands and new products and advertisers are
trying to crowd their way into these minds
and leave an impression.
Hitting these people once a week (much less
on alternate weeks) with a message sand-
wiched in between no matter how many
dancing girls is hardly sound advertising.
Consistent advertisers are the only adver-
tisers who can survive in this day of short-
lived product loyalties, a situation that's
doubled in spades by the fact that so much
is being sold without benefit of "live" sales
help; i.e., self-service.
Advertising, therefore, has shouldered not
only its biggest burden but also its biggest
opportunity. But it requires bed rock con-
cepts and that means insistent as well as
consistent advertising — repetitive as well as
competitive advertising.
All of which is causing many an advertiser to
reawaken to the vitality of localized radio.
Now, with greater potential than ever, this
kind of radio is providing the frequency
needed— at reasonable prices and with a flexi-
bility that fits like a gauntlet (meaning snugly
and with a wallop).
Localized radio — announcements, programs
and participations — can be bought when,
where and how you want. You can segment
the day or night, the season or the days of
the week. You can buy short runs or 52 con-
secutive weeks. Live or recorded. With inte-
grated or disintegrated announcements. You
can change your message overnight.
Localized radio— spot radio— is all yours to
adapt and adopt and make work for you at
the lowest price of any mass medium in his-
tory while it's at its circulation peak and its
saturation zenith.
Radio Division Of
THE KATZ AGENCY, inc.
NATIONAL ADVERTISING REPRESENTATIVES
JULY 1956
283
6. ALL-MEDIA BUYING VS. SPECIALIZATION (cont.)
is for its use of radio and televison. Some agencies have
copywriters for print media, and others who specialize
in the broadcast message.
I do not maintain that such complete division of respcn-
sibility is necessary. I do hold, however, that at the media
buying level, there should be a clear-cut division of re-
sponsibility between radio-television buying and print
media.
During the planning stage of an advertising campaign,
it is desirable to coordinate thinking about the use of
print and broadcast media, of course. And I see no reason
why that cannot be the decision of men who understand
the advantages and limitations of both media. The market-
ing objective to be reached, the time in which it must be
reached, and the nature of the copy theme all dictate
the choice. That strategy must be mapped beforehand.
Implementing that strategy by the actual purchase of
time and space, however, is another matter. It is there
that agencies differ.
Our basic reason for doing this is that the growth of
media has been so phenomenal in recent years, it's virtu-
ally impossible for one man to digest all the information
he needs to do his job properly.
The agency level at which separation of buying duties
begins — the usefulness, indeed, of separating them at all
— depends on several factors:
1. It depends on the agency organization.
2. It depends on how well the agency is integrated.
3. It depends on how responsibility within the agency is
delegated.
4. It depends on the quality as well as the quantity of
available manpower.
At Foote, Cone & Belding I would say that conditions
have been ideal for the separation of buying time and
space. Although we employ a great many people, our
interior communication is excellent. We have the man-
power. And it has been management's policy to delegate a
considerable amount of responsibility to individual depart-
ments.
Perhaps most important, experience has indicated to us
that we have a workable system which performs for our
clients as we and our clients would like it to perform.
We have found this to be true because there is one very
basic difference between print and broadcast media. In
a newspaper or magazine it's always possible to print
another page and in most cases that extra page has just
as good a chance of being seen and rememoered as otners
in the same publication.
In broadcasting that just isn't true. Position is every-
thing, since in most cases it must be known in advance of
purchase. Theie are only a certain number of radio or
tv hours available and no one can manufacture more.
Capturing the best possible position for a client is usually
the result of personal contact, much maneuvering and long
negotiation by the timebuyer.
However, if the buyer who is negotiating all broadcast
time for a client is also responsible for that client's com-
mitments in print, it is difficult to see how he can do a
good job.
me make that stronger. I don't see how he can do
tossible job. His responsibilities have been multi-
plied beyond what any first-line agency can reasonably
expect a buyer to handle. His contacts are multiplied to
a point where he cannot see as many people as he should.
There just aren't enough hours in the day.
Concentrating solely on the broadcast medium, a time-
t possible position. He has the time
to develop valuable contacts. He has an oppor-
tunity to devote more time to studying a client's marketing
P'oblem and copy theme, hence is in a position to buy
more intelligently.
He hap. a'ove all, time for negotiation. And the degree
to which lie is able to negotiate successful is usually
the measure of the timebuyer's value to the agency.
Let me be specific. Mcrt of you know. I'm sure, that the
major portion of Pepsodent's 1956 budget was allocated
to broadcast media, with the remainder going into print.
It's a classic example of the value of separating space and
timebuying.
Over half of the broadcast appropriation will go to spot
radio, making Pepsodent one of the year's biggest users
of spot radio. What we have planned is an all-year-round
effort averaging close to 100 spot radio announcements a
week in the leading markets across the country. These
will include the major metropolitan areas where the spot
frequency builds up to close to 400 weekly.
Clearing that much time before the campaign got under
way. even with a gratifying degree of cooperation from
stations and reps, involved the full-time services of two
timebuyers plus myself. And most of the announcements
were individually negotiated since we were stressing early
morning time, the most desirable period in radio today.
Perhaps I should qualify that. If not the most desirable
periods, morning slots are at least the most sought after
today.
I hardly need add that none of the timebuyers had time
on his hands. And certainly no time to weigh and decide
on the purchase of several hundred thousand dollars worth
of print media over and above his broadcast repsonsibilities.
The same holds true for all our clients who invest their
advertising dollars in radio and television as well as news-
papers and magazines. I'm thinking particularly now of
Rheingold. One buyer is assigned to broadcast media and
the activity on this one account does not permit him to
handle any other account, let alone print media.
Despite my strong feeling on the subject I do not want
to leave the impression that there are no limits to which
specialization can be carried. But I submit that the com-
plexities of modern radio and television time buying are
such that they preclude any combination with respon-
sibility for buying print media as well.
A real knowledge of a medium implies broad contacts
and understanding of several related phases of advertising
beyond media themselves. We feel that no one man can
develop such a degree of familiarity with all media. That's
why FC&B's media department is at present organized to
encompass specialization by medium.
However, the buyer is not removed from the executive
responsibility. He has contact with and knowledge about
related fields of marketing, copy and research rather than
spreading himself thin over all media. His knowledge of
the medium is used in the early stages of planning media
strategy.
FC&B is set up to emphasize integration of the media
function with other advertising and marketing functions.
This thinking coincides with our entire concept of having
advertising strategy develop out of group activity rather
than out of any one department.
What a timebuyer needs most is time — time for studying
the marketing problem, time for weighing the relative
values of different buys, time for making contacts, for
maneuvering and negotiating.
None of these things can he do if he's wearing a print
media buyei 's hal as well.
Not all agencies share these views. The solution each
works out depends, I suppose, on specific problems the
agency faces and how they can best be solved.
284
FALL FACTS BASICS
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NETWORK ADVICE
[Continued from page 19)
about the new fall business is that so
many advertisers are buying programs
scheduled for broadcast at the same
time, on the same day of the week,
week after week.
We at CBS Television have always
felt that the two indispensable ingre-
dients of any advertising campaign are
continuity and frequency. The de-
cision on the part of more and more
advertisers to buy regularly scheduled
programs represents an endorsement of
this basic program policy.
The past season has amply demon-
strated the validity of this philosophy.
For one thing, it won for CBS Tele-
vi>ion a 12r't bigger average nighttime
audience and a 64' \ larger average
daytime audience than the second-rank-
ing network. Even more important, it
has been instrumental in maintaining
for CBS Television its position as the
largest single advertising medium in
the world.
RADIO
A
Arthur Hull Hayes, president, CBS
Radio: My advice is to remember that
the best advertising medium is almost
always a combination of media. No
one medium is the cure-all for all of
today's problems of advertising and
marketing. In creating the combina-
tion of media that matches the prob-
lems of a particular product or service,
radio is one of the major media that
must be considered.
In terms of si/.e. which actually
means accessibility to people, radio is
unsurpassed — 142 million outlets; in
tei ins of growth, it is the leader among
media — 14 million sets sold last year;
in terms of usage 90* i of homes use
the medium in a week.
It offers unmatched flexibility in de-
livering messages in the proper physi-
cal setting. It sells automotive prod-
ucts to people in cars, suntan lotions to
people on beaches, food products to
w omen in kitchens. \ i n 1 be} ond this.
radio offers equallv important advan-
tages thai are also unique to this medi-
um.
It- enormous universe enables il to
accumulate huge audiences ol differenl
people; it- relatively low cost enables
it to be used with frequency. Thus
radio combines reach with frequency.
I his is a combination which is not af-
fordable on a national basis in any
other medium.
For example, a big nighttime tele-
vision show will get far more audience
than a nighttime radio show. But
this is not a replacement for frequency.
The night-after-night combination of
frequency and reach is one of the roles
that radio plays so well.
In the major role of reaching house-
wives, radio is, indeed, a star. We
know that the daytime hours of Mon-
day through Friday are especially good
times to reach the home's purchasing
agent. We know that during these
hours relatively few homes account for
the bulk of television activity. We
realize, of course, that the womens'
books are weekly or monthly publica-
tions. So again, the day-after-day job
of selling a product, or an idea, falls
most naturally to network radio.
Its precise manner of use varies. In
general, it is best to tell your story
where the most people are listening.
It is just as important to tell your story
in an atmosphere of believabilitv and
attention. And the story must be told
well. These points add up to impact.
These areas of value of radio are re-
sponsible for such new accounts on in\
own network as Colgate, Swift, Man-
hattan Soap. Phillips Packing and
many others plus a substantially larger
use of the network by main more ad-
vertisers.
All these advertisers are seeking to
reach more and more different people
with frequency and believabilitv at low
cost. They are. increasingly, turning
to radio to do the job. Since examples
speak louder than advice, my advice for
this fall is to follow their examples.
RADIO
A
John B. Poor, president, VHS: In
this television age the major topic of
< onversation on Advertising Lane to-
1 1 .i \ is network radio.
Naturally that fact makes us most
happy. It's also made us very busy.
For we've bad more agencies and ad-
vertisers discussing network radio po-
tentials in their behalf than at any
other time in the pasl four years. And
if von haven't joined us for such a dis-
286
FALL FACTS BASICS
■
ltd in fcjwiucJk-
"The Blue-Chip Buy in the Bluegrass State''
WAVE-TV
CHANNEL
3
LOUISVILLE
FIRST IN KENTUCKY
Affiliated with NBC
Romance and glamor aside, here's one Kentucky insti-
tution you can't afford to miss. It's WAVE-TV, first
by jar in Kentucky and Southern Indiana television.
First In CHANNEL — Brilliant Channel 3!
First In COVERAGE — Effectively serves 173,000
more TV families than Louisville's
second station!
First In PROGRAMMING — The best from NBC,
plus topnotch local shows!
First In ADVERTISING — Carries more local and
national advertising, year in and year
out, than Louisville's other TV station!
First ON THE AIR — More and better experience —
by more than a year!
| SPOT SALES
Exclusive National Representatives
JULY 1956
287
( ussion, we'd suggest an appointment.
The impact of network radio on sales
lias never been more marked nor more
clearly delineated than at this particu-
lar time. Proudly our network, the
Mutual Broadcasting System, lays claim
to being the modern-da) Diogenes find-
ing the formula to demonstrate this
impact.
Some time ago we recognized that
radio was an in-every-room-in-the-
house proposition — not just the cen-
tral appliance in the living room a> it
had been a score of years ago. So we
caused an ambitious surve) to be made
to determine actual set locations — and
what people were doing while listening.
\\ e realized, too, that radio is a c ■
panionate enjoyment rather than a
pleasure limited only to leisure time.
This broadened our scope and, like
Diogenes, we -ought actual facts pin-
pointing radio's w ide horizons.
Because of our success in harnessing
listener statistics, we then made bold
to move into radio's no-man's-land:
that area of circulation and warranted
impact. The result: Mutual"* Listener
Guarantee Plan. This is a formula that
actualK tells network advertisers their
exact dollars-and-cents cost per num-
ber of home impressions in advertising
campaign structure-.
And lastly — as a direct result of the
activities already noted — we have now
been able to implement our services to
network clients via a pre-clearance time
arrangement with our affiliates. This
is being accomplished b) a new net-
work-stations contract effective 1 No-
\ ember that gives the network fuller
availabilities for prospective timebuy-
nv 'I hi- mean- that an advertiser
knows, at the time he makes his plans,
ju-l what MPS stations will be airing
his program and the exact time in
which the program is to be aired.
Now you can see what man) national
advertisers have alread) realized and
taken advantage of and win we make
-o bold as to compare ourselves with
Diogenes. We sought the 1 1 nth about
network radio.
I In- entire pattern of radio listening
has shown a marked increase. Newl)
released Nielsen figures show, for ex-
ample, thai pre-noon network radio
audiences have increased their listening
b\ 9.1^ "\('' last yeai .
It's this huge mass audience plus
such ne. ■ 1. I- as listener habit-.
listener locales and oui Guarantee Plan
that have made Mutual network radio
a more successful operation.
We are the onl\ major network that
(!e\otes all of its activities to radio and
are. accordingly, more sensitive to the
national radio pulse-beat. We have
changed our programing structures to
synchronize with that beat.
Put most important!) we have been
able to formulate a diagram that sharp-
is defines the economic practicabilities,
from advertisers' viewpoints, of net-
work radio use.
REPS' ADVICE
(Continued from page 21 1
tiser multiplies even more in the hustle
and debate of an election vear. As
convention time draws nearer and
nearer millions of Americans instinc-
tivel) draw nearer and nearer to their
radios for up-to-the-minute develop-
ments. The advertiser who recognizes
radio's unique abilitv to satisfy the na-
tion s appetite for news "as it hap-
pens." can capitalize on a readv-inade
entree to the American public in 1956.
It's an economic reality that '"all
business is local." And, by the same
token, ""all people are essentially local."
In his sponsorship of radio news, an
advertiser can "go local" with spot ra-
dio and profit from association with
established, accepted, hometown per-
sonalities.
Spot radio, the "saturation" medi-
um, is especially equipped to take the
advertiser directly to the people and,
in 1956, when political interest runs
high, news should prove an excellent
vehicle for the trip.
< raig Lawrence, v.p. charge of CBS
TV Spot Suit's: This fall it's not only
"'what to bu\ . . . it's "when to bu) !"
In 1955 main fall schedules -tarted
in late August. This year they'll start
earlier.
\s ( TiS Television Spot Sales
Stressed in it- summer presentation.
in July there are more spots available.
due to vacancies created b) short-term
and seasonal advertisers; and they are
belter, higher-rated ones than will be
available at any other time of the
year. \n advertiser beginning in Jul)
can reach more viewers per dollar in
Jul) than he can in < Ictobei if be waits
until then to -tart. Of course, he'll
leach a great main more in the winter
months b) a lulv Start instead of
I !. tobd because of bis upgraded spots
v, lib highei ratings.
\s in ""what to bin ." there's excel-
lent value in s, , -(ailed "fringe time
. . . late night, earl) morning and
weekend daytime. In addition to being
good bu\s in themselves, they often
;.dd considerable unduplicated audi-
ence to multiple announcement sched-
ules using daytime and evening spots.
As an example of late night audi-
ence penetration. The Late Late Show
on WCBS-TV, New York (approxi-
mately 12:45 a.m. to sign-off 1 delivers
an unduplicated audience each week
which is larger than the entire popu-
lation of Los Angeles at a cost-per-
1.000 viewer impressions of onlv 13#.
Last but certainly not least, now is
the time for advertisers to pre-test
campaigns. Already this year, seven
advertisers never before on television
have used the ("PS Television "Spot-
Check" plan to test their sales effec-
tiveness in as main markets with
011-tanding success.
Joseph Bloom, president. For joe &
Co.. Inc.: The smart advertiser this
\ear will start campaigning in \u-
gust. In today's increasingly competi-
tive race for the consumer dollar the
client who starts earliest and stavs with
radio longest will win out.
Advertisers will find that radio rep-
resents a low -cost opportunity to buy
a greater cumulative audience in the
long run than anything tv has to offer.
In choosing stations, it's important
that advertisers correlate the type of
customer they are looking for with
their choice of programing. And re-
member that old criteria on choice of
stations based on network affiliation no
longer apply. Network programing is
no longer of consequence and that goes
for CBS affiliates as well as the other
network-. It'- your ability to pick
g 1 local program- delivering the
right audience for you which is most
important. Remember it's the local
programs which deliver the greatest
impact and develop the greatest audi-
ence lov altv .
I also recommend that greater con-
sideration be given to market research
as an adjunct to media buv ing. Total
population figures per maikct should
be analyzed carefull) to determine
whether the population consists of one
I omogeneous cultural buying group or
a multiple complex of diverse groups.
George 1*. Hellingbery, president,
George /'• Ilolliniihery Co.: This veai
we are celebrating celebrating two
288
FALL FACTS BASICS
occasions — our twentieth year in busi-
ness as a national representative and
our biggest business vear since we
began. During the past 12 months,
national "spot" sales on television
have gone ahead at a phenomenal rate.
and the rebirth of "spot" on radio
are exceeding even the tnosl optimistic
estimates.
As of this date we see no signs of
abatement or lessening of this pace.
Advertising generally has become so
much a part of our daily economic
life that nothing short of a complete
collapse could depreciate its impor-
tance. It's no longer a question of
"Can we afford to advertise?" Ameri-
can business knows it can t afford not
to advertise."
The advertising use of the "air,"
both radio and television, provides
the most economical means of reach-
ing the greatest number of potential
customers in the most effective manner,
and as this truth becomes a more and
more established fact, then radio and
television time periods and time spots
will become premium properties, valu-
able properties to be attained and
protected bv long term orders.
Our only suggestion is "Get on —
stav on" and reap the benefits.
Frank E. Pellegrin, v.p. and part-
ner, H-R Television, Inc.: We have just
completed a six-week staff study at
H-R Television, Inc., bringing us up to
date on everything we could learn
about the values of daytime television
for advertisers. More than ever I am
convinced that the outstanding oppor-
tunities of this year for astute time-
buvers to make the most effective tv
advertising buys are in the daytime.
We have reams of evidence to show
that, thanks to stronger and more
varied programing, davtime tune-in
has increased, while rates have re-
mained low:; that more choice avail-
abilities can be found; that ample op-
portunities exist to find diversified or
specialized audiences, as desired; that
greater frequency and impact can lie
bought more economically: that the
"level of attention" among davtime
viewers is equal to that of evening
viewers, and the impact of the message
is heightened because of the greater
immediacy to point of use and point
of purchase. All in all, therefore, while
daytime television has long been a
good medium for a great many adver-
tisers, this would be my "hot tip" for
a great man) more advertisers in the
< dining vear.
s<<><( f)oii<ifiii<>. /; sales manager.
The Katz Agency: There are two excel-
lent buying opportunities available to
advertisers who want to reach special-
ized audiences. For the product bought
primaril) by women, daytime I.D.
packages can be tremendously effec-
tive— both from the standpoint of cir-
culation and cost-per-l.()<)(). 10-15 day-
time I.D.'s per week earn very sub-
stantial discounts and achieve excep-
tionally low cost-per-1,000 on most
stations. Example: 15 daytime I.D.'s
a week in 65 top markets will average
only about $20 per I.D.!
For the advertiser seeking a male
audience, fall sports events will pro-
vide choice adjacencies and participa-
tions. The budget and buying pattern
should be flexible enough so that these
schedules may be bought as soon as
they become available. Advertisers in-
terested in fall sports adjacencies
should notify representatives now. It
won't be long before the fall schedules
are set.
M. JS. KcIIiict, sales manager for
radio, The Katz Agency: The increas-
ing growth of srong local programing,
which has Seen a primary reason for
the sharp increase in national spot ra-
dio sales, should continue to be the
major stimulus for spot buying in the
fall.
Realignment of radio rates has also
made it possible for an extremely eco-
nomical approach to needed frequenc)
for continuous impact. Advertisers
who are now reevaluating the impor-
tance of spot radio in general, should
investigate the availabilities in night-
time and weekend time periods.
The advertiser who wants to reach
both a male and female audience and
who does not arbitrarily reject night-
time and weekend, will often find bet-
ter buys than he can frequently pur-
chase in the highly sought-after 7-9:00
a.m. time brackets — and with the same
type of audience composition.
In many markets, nighttime and
weekend spots, which can frequently
produce more listeners at rates lower
than those in early morning, will be
plentifully available.
tional advertisers an- beginning to
recognize the value of the small market.
Recent surveys have shown thai timing
the dav time radio has a larger audi-
ence than tv. National advertisers
are beginning In supplement tv in tv
markets during the davtime, as they
feel they have a larger audience with
iadio. Also, there is a 14 billion
dollar market that has no tv (overage
whatsoever. This must be handled
through radio. In my opinion, the
use of radio in non-tv markets affords
one of the best buying opportunities
a\ ailable.
John II. Rvbor. director, NBC Spot
Sales: Each client's problem is unique,
and it's difficult to give advice in
generalities. However, the following
common denominator observations,
from the point of view of the seller,
may have some value:
The object in intelligent buv ing of
radio and television time, is to obtain
the finest possible position for your
( ommercial, for the money expended.
Normallv . the client who has the best
position is the 52-week advertiser.
The efforts of local stations to en-
courage this year-round use of the
medium has resulted in a leveling off
of what used to be known as the
"summer slump. It is still, never-
theless, a fact that there are many
more desirable availabilities from
which a client may choose in August
than in October.
Those advertisers who, for their own
good and sufficient reasons, cannot
take advantage of the 52-week ap-
proach to buv ing radio and television,
but who do wish to be on the air in
the fall, should at the very least stretch
every point to start as early in the
late summer or fall, as possible.
One more observation re fall buy-
ing: Don't overlook the many adver-
tising advantages associated with
sponsorship of spot programs. During
the first quarter of 1950, advertisers
allocated 22' ( of their spot tv money
to programs — and that percentage
will be sure to increase.
Most important, though, as a good
host, standing at the door, we hope
our clients will "come earl) and stay
late."
.Sidn«»i| J. Wolf, president, Keystone John E. Pearson, president. John E.
Broadcasting System: There is every Pearson Co.: In glancing back over
indication that radio is making a the 52 weeks since I last was quoted
terrific come-back, and the large na- here on "best buv ing tips" for radio,
JULY 1956
289
what I said then still holds good so
I'm going to address a few words to
the stations.
There is no doubt at all that radio
is still very much alive and kicking.
Yet, there are some radio station
owners and managers who are still,
like the ostrich, sticking their heads
in the sands and refusing to belie\e
that times have changed.
The realistic station is today ped-
dling not only its regular time but
"fringe time."" such as Saturda\ ami
Sunda) packages. Its local business
is better than ever, but it cannot use
that as a yardstick to measure what
il can gel nationally.
Mso, with some 2.800 stations in
the nation battling each other for every
available dollar from all sources, a
goodl) percentage are falling for
"deals" and cutting prices to such a
fantastic extent that one wonders how
long the-, ran exist on such volume.
Some national and regional adver-
tisers have been quick to delect certain
defects in rate-, etc.. hut still are wary
of buying a station because of price
alone. It's up to each station to main-
tain that certain respectability thai
is necessary if it wishes to win and
cam am appreciable amount of na-
tional business.
National advertisers are. after all.
the shrewdest appraisers of what sells
"the mostest for the lea-test" (cost-
per-1,000) and no matter what am
station or medium claims, results are
the final answer in an\ given market.
Naturally, it takes time for an adver-
tiser to find out whether he and/or
his agency chose the wrong media.
Edward Petry, president. Edward
Petry & Co.: The current up-swing of
spot radio at the national level is most
gratifying.
Main advertisers are rediscovering
the extreme flexibility of this medium
and it is their revaluation that has
led to this year's upward trend.
Spo| radio's flexibility is well-
known. \n advertiser's campaign can
be geared to temperature or budget
size; can select specific audiences or
hammer home a seasonal appeal; can
work hard to '"problem" market- or
test a cop) approach: can use eight-
second announcements or sponsor a
s\ mphon) .
i el some advertisers erect a "re-
stricted between 7:00 and 8:00 a.m."
sign, and creative paralysis sets in.
Imaginative buyers are instructed to
become automatons. Perhaps the fourth
station with the most unsatisfactory
coverage, the most uneconomical rate
comes up with the 7:00 to 8:00 a.m.
spots il the better stations are sold out
at that time. Thus the advertiser de-
nies himself the advantages offered by
the better stations and the basic flexi-
bility of spot radio.
Buyers should know all basic objec-
tives of the campaign, particular!)
data on such things as characteristics
of best potential customers and the
appeals which the creative departments
intend to utilize. Buyers should then
be given enough latitude to make the
best purchase in each market selected.
This might seem unwise to some agen-
cies who hire trainee-clerks instead of
seasoned buyers. However, thev should
work for more sales results per ad dol-
lar instead of onlv "minutes before
8:00 a.m."
Each market has its unplucked radio
plum. It may be high-audience Satur-
day spots on the top station, when
Monday through Frida\ minutes are
sold out. It may be a special after-
noon-evening announcement package at
"lwo--pots-for-the-cost-of-one" price. It
may be five-minute newscasts at con-
liimous rates with no news charge. It
may be announcements in a late eve-
ning "Nightbeat" t\pe of program,
rated high enough to exceed any time
period on the "second best station."
This may be a harder way to buy-
time. But if sales results are your ob-
jective, the extra time spent will be
justified. If you are going to buy ra-
dio, look it over verj carefull) and
with as few preconceived restrictions
as possible. Select basic time choice
but don t let it become the tail that
wags the dog. One of the differences
between a good buyer and an IBM ma-
chine is his abilit) to use judgment.
i litiltt George Yenttrd, president.
I enard. Rintoul eV McConnell. Inc.:
I he mushrooming of the importance
of marketing in agency structure offers
opportunities to television and radio
station managers whose training en-
able- them to understand the business
of their clients. In this developing
phase of television and radio, with the
W W R L
NEW YORK
HAS THE LARGEST AUDIENCE IN
MARKETS
NEGRO
1,100,000
CUSTOMERS FOR 9* PER THOUSAND
5.000 WATTS
DEfender 5-1600
290
FALL FACTS BASICS
agencies increasingly conscious of the
fact that profit, not an audience rating,
is what the national advertiser must
have, stations will be called upon to
maintain closer relations with the local
representatives of the national adver-
tiser. The local representative may be
a broker, a district manager, or a
wagon man, but the importance of the
local sales channel which operates only
for profit for the national advertiser
will determine an ever-increasing num-
ber of spot campaigns. In the current
economic situation, narrow profit mar-
gins call for close cooperation between
the station manager, the local sales
representative of the national firm and
the representatives who must interpret
and reflect local conditions to agency
timebuyers and research men.
The natural follow-through is that
there will be an increase in national
spot television and radio. More day-
time and early morning television with
emphasis on personality shows will be
used. In radio, saturation campaigns
will increase in number, and the na-
tional advertiser, again following the
example of the local advertiser, will use
more nighttime personality shows than
in the past.
Joseph J. Weed, president, Weed
Television Corp., founder Weed & Co.:
There are excellent timebuying oppor-
tunities in both radio and tv spot this
fall. The flexibility of spot, the advan-
tages of hand-picked markets for spe-
cific and general consumer sales ef-
forts, and circulation value of the me-
dium all spell for huge time demand.
The fact that this is a political year
means that spot schedules in both ra-
dio and tv will be tighter than ever in
many parts of the country.
In the industry, there will be cam-
paigning in forms not connected with
the election. There will be, for exam-
ple, strong campaigns of stations and
reps to attract new sponsors, sign up
time for new products of old adver-
tisers, and renew old contracts (in
many cases on increased schedules).
So many new brand names in con-
sumer lines were created the past year
that there's a vast source of additional
business that can be tackled. There's
every indication that spot radio stands
to show substantial gains — and not
merely in getting "overflow" sponsors
who can't be accommodated sufficient-
ly on local tv. Radio will lie earmarked
for more and more spots independent
of tv campaigns, carrying special mer-
chandising messages especially de-
signed for the medium.
The big task ahead this fall in spot
tv and radio is to provide best pos-
sible availabilities in desired markets.
Adam J. Young, Jr., President,
Adam Young, Inc.: In my opinion the
best buying opportunities in spot radio
and spot tv are as follows:
Radio: In radio it is important to
watch the current trends to determine
what stations are coming to the fore-
ground in major markets. The great
opportunity is in seeking out those sta-
tions which are climbing rapidly in
audience where the management has
not as yet increased rates to the point
that current audience would justify.
You will find quite a number of mar-
kets where considerable change has
taken place in a relatively short space
of time.
The surest way to make a bad buy
is to, without checking, buy the so-
called old reliable line-up of radio
stations.
After the trends are carefully
checked, the property or properties
chosen should be thoroughly saturated
in order:
1. To accomplish desired results.
2. To earn substantial discounts
which are available by buying large
packages.
Television : The best buys that will
be made this fall in television are those
buys which are made outside of the
peak listening hours. We all know how
few top-rated spots are available in
each and every tv market across the
country. It doesn't take a great deal of
"know-how'' to purchase short spots
adjacent to top-rated network shows.
The real "know-how" goes into the
placement of one-minute spots in high
rated syndicated shows. local pro-
grams, feature films, etc. Through
careful study an agency can make
some very good buys during early and
late-evening hours and daytime.
KBIG
FOUR TIME WINNER
GOLDEN MIKE TROPHY
The Radio-Television News Club of
Southern California honors KBIG
for the fourth successive year with
its Golden Mike for
"MOST CONSISTENT NEWS COVERAGE
BY A LOCAL RADIO STATION."
KBIG world, national, and local news
is supplied by the greatest news
gathering services:
ASSOCIATED PRESS • UNITED PRESS
CITY NEWS SERVICE • SIGALERT
KBIG Newscasts are 5 minutes long,
staff-written, edited, polished,
listenable ! .
There are 140 each week. Of these,
114 are sponsored; 26 are available.
If you sponsor KBIG News, YOU
own a share in this Golden Mike.
If you don't, talk it over with your
KBIG or Weed representative.
KBIG
The Catalina Station
740 ON YOUR DIAL • 10,000 WATTS
JOHN POOLE BROADCASTING COMPANY
6540 Sunset Blvd., Los Angeles 28, Calif.
Telephone: HOlly wood 3-3205
Nat. Rep. WEED and Company
JULY 1956
291
ADVERTISERS' INDEX
ABC Film
Ascap
76
73
"4
267
3
91
1S4
82
236-237
80-81
56-57
84
54.35
151
279
153
Atlantic 1 V Corp.
Avery-Knodel, Inc. _
B.B.D.O.
I Blake Enterprises
B.M.I.
Cambridge TV Center
CBS Radio Network _
CBS TV Film
CHS TV Net.
Cornell Films _.
Four Star Films
H-R TV Reps
Institute of Radio Engrs.
Kat2 igencj 283
Keystone Broadcasting .. 193
Kudner _______ 11
MCA-T\ .. 98-99
' I 'iii 22-2 J
Meredith Group _ IBC
Mid-Continent Croup FC
Mid-Continent (KOWH) 191
Mid-Continent (WDGY) 175
Mid-Continent (Willi) 21"
Mid-Continent (WTIX) .. 22>
Nat'l. Radio & TV School 3S
NBC Spot Sales 2S-29
V rth Advertising !7
Precision Film 89
Radio-TV Reps 265
RCA Thesaurus 210-211
Reeves Sound Studios 70
Hal Roach 140
Rollins Broadcasting 271
Slenderella ... . 8-9
Sponsor .. .68, 86, 14", 159, 162-163,
251, 257-259
Storei Broadcasting 66-67
iwei Network 185
Wi tinghouse Broadcasting 4-6-47
Wilding Pictures 105
World Broadcasting 172-173
Young & Rubicam 5
Ziv-TV 144-145
CKLW-TV, Detroit - 103
KBIG, Hollywood 291
KBIS, Bakersfield 186
K( BS, San Francisco ... 190
KELO-KDLO-TV, Sioux Falls 4<
KERG, Eugene 203
Kl \1!. Omaha 188
MAI., Fulton
KGB, San Diego
KGNC-TV, Amarillo .
KGUL-TV, Galve I
KHOL-TV, Kearney, Neb.
202
168
41
133
36
KIl.M IV, KBES-TV, Eureka . 33
273
--- 32
BC
197
75
...... 181
216-217
..... 167
235
281
. 213
31
24;
176
197
83
275
96
292
22"
200
202
53
205
48
196
194,
KING IV, Seattle
KJEO-1 V, Fresno
KI.AC, Los Angeles
KEOL, San fose
KLOR TV, Portland, Ore. .
KM \, Shenendoah, Iowa
KMOX, St. Louis
KMTV, Omaha ._
KN I / , II u s t o n
KO \, Denvei
KOU , Omaha ...
KOLN-TV, Lincoln
KONO, San Antonio _. .
KPQ, Wenatchee
KRIZ, Phoenix
KRON-TV, San Francisco ..
KSAN, San Francisco ..
KSD-TV, St. Louis _
KSEL, Lubbock .
KM O, San Francisco
KSL, Salt Lake City
KSTN, Stockton
KS'I I'-TV, Minneapolis ...
KSTT, Davenport
KTLA, Los Vngeli
KWKW, Pasadena _■. _^..
WAFB-TV, Baton Rouge 131
\\ ALB-TV, Albany, Ga. 44
U WIS, Wilmington .. 194
WAOK, Atlanta 202
WAPI-WABT, Birmingham.. ..269
W VVE-TV, Louisville 287
WRAP-TV, Ft. Worth 160
WBNS-TV, Columbus _. 93
WBRZ-TV, Baton Rouge 30
WBT, Charlotte 14
W( BS TV, New York 71
WCCO, Minneapolis 24"
WCCO-TV, Minneapolis _ _ 117
WDAY-TV, Fargo 252
WEAR-TV, Pensacola 84
WEHT-TV, Henderson 24
WERE, Cleveland , 223
WFAA, Dallas 12
WFAA-TV, Dallas 1 55
WFBL, Syracuse 221
WFBM-TV, Indianapolis 87
WGAR, Cleveland .. 239
WGR-TV, Buffalo 12')
WHBQ-TV, Memphis . 123
WHIO-TV, Dayton 107
WHO, Des Moines ..
WHIN 'IV, Huntington
WTBG, Baton Rouge ...
VVIBR, Baton Rouge ..
WIBW, Topeka ..
WINN, Louisville
WINS, New York
WIP, Philadelphia
WISC-TV, Madison
195
J9
182
1S2
24 5
233
117
22'<
42
285
__ 119
...... 92
125
"4
..._ 286
...... 203
90
265
121
110
197
187
178
95
... 206
7
179
127
69
115
10
215
WOPA-KXEL, Oakland Park, 111. 186
WISN rV, Milwaukee _
WITN-TV, Washingl \ I
WJMR-TV, New Orleans __
WJHP-TV, Jacksonville
WJTV, Jackson ..
WJWL, Georgetown, Dela.
WRAP, Allentown
WKJG-TV, Ft. Wayne ..
VVKMI, Kalamazoo .
WKNB-TV, W. Hartford ..
WKZO-TV, Kalama
WLIL, Lenoir City
WLOL, Minneapolis ..
W MAY, Spring held, 111. ......
WMCT . Memphis ..
WMRY-KCIJ, New Orleans
WNAC-TV, Boston
WNAX, Yankton
WNCT, Greenville
WNEM-TV, Bay City
WNHC-TV, New Haven
WOKY, Milwaukee
WOLF, Syracuse ...
WOWO, Ft. Wayne
WPDQ, Jacksonville ..
WPRO-TV, Providence
WPTZ-TV, Philadelphia
WQXR, New York ..
WRCV-TV, Philadelphia
WREN, Topeka
W REX-TV, Rock ford
201
174
_ 45
135
180
109
192
. _- 51
WRGB (WGY), Schenectady 72
WSAI, Cincinnati . _ 231
91
65
40
8 ^
64
ss
177
.... 82
....... 72
100
... 290
24"
IFC
277
263
WSBT-TV, South Bend
Wsjs 1 V. Winston-Salem ...
WSJV I V, Elkhart, Ind. .
WSPD-TV, Toll
WSUN I \ , St. Petersburg
WTCN-TV, Minneapolis ...
WTIC, Hartford ..
WTOC-TV, Savannah .
WVEC-TV, Norfolk
WWJ-TV, Detroit
WWRL, Woodside, N. Y. .
WWVA, Wheeling .
WXEX-TV, Richmond
WXLW-KSO, Indianapolis
v< XYZ-TV, Detroit
LET OUR LOCAL SPONSORS TELL
THEIR STORIES
Lubbock Auto Co.:
"Local radio that REALLY sells!"
Holsum Baking Co.:
"Gives BIG reach in our market!"
American State Bank:
"Gets more auto radios for our Auto Bank messages!"
Underwood's:
"Brings Customers in for our tasty Bar-B-Q!"
National Representative
WM. G. RAMBEAU CO.
New York, Chicago, Minneapolis,
Los Angeles and San Francisco.
Southwestern Representative
CLYDE MELVILLE CO.
Dallas, Texas
"MOST LISTENED-TO STATION
ON THE SOUTH PLAINS" OF TEXAS
292
FALL FACTS BASICS
vmta
lions:
There's a best Buy in ( ev^ry^darket. Decision-
makers select as hoik the Meredith Station in
Kansas City, Syracuse, Phoenix and Omaha.
>V You have the benefits of audience loyalty and
maximum penetration on the Meredith Stations.
You are partners for more help for more sales
with the Meredith Stations.
OMN BLAI0 1 CO BlAlB TV INC
MEREDITH TZ<uU* <utd lelevotioH STATION!
affiliated with Better Homes and Gardens and Successful Farming magazines
everybody--
BUT EVERYBODY
listens to the
Los Angeles
National advertisers
rely on klac
Local advertisers
insist on klac
Results prove
klac leadership
The greatest
sales impact
ever put together
on one
Radio station.
M. IK. HAIL, president-general manager Felix Adams, general sales manager represented nationally by Adam Young, Inc.
so R0C*J
^CKSOH
pLM*
J.R
20
Iv advertisers use
23 JULY 1956
50< per copy*$8 per year
:h.
WISCONSIN
in the land of... Milk
7 " U
GREEN BAY
Now interconnected by private microwave with
ch. 6 Marquette, Mich/
MILWAUKEE
li! 2 u
lOO.ooq
N«[N ft [V4NS G.o Klr P., WtfO TIUVCSiON
170 MILES NORTH. CAPTIVE AUDIENCE OF 34,000 SETS.
AGENCY ROLE
IN MARKETING
Institutional
a box-top
page 32
How to get the
most from local
radio personalities
page 36
Late-night movies
double sales for
Brylcreem
page 38
Pointers on using
tv for political
candidates
page 40
Selling the client
on your station buy
past
KkSti.
<4
<s
Houston's Finest Facilities Help KPRC-TV Sel
To have the Southwest's finest TV plant facilities —
that's good. Hut to have these facilities manned l>\ a group
ul seasoned I\ specialists — with over 700 man-years
of T\ experience — that's even better! KPRC-TN delivers
Houston's finest local shows, top-rated NBC network
programming, and superior syndicated dim-. It all adds up
to tlii-: The one Houston station that gives yon
more for youi advertising dollar is KPRC-TV.
KPRC-TV
HOUSTON
CHANNEL
JACK HARRIS,
Vice President and General Manager
Nationally Represented by
EDWARD PETRY & CO.
FIRST IN TV WITH OVER 700 MAN-YEARS EXPERIENC
New Sunday
night tv plans
Boston 4-vhf
station area?
WBC geared to
local programing
Tv "beat"
is defended
2 products in 1
radio commercial
Alternating comedy-dramatic hours is new switch in NBC TV's efforts
to become No. 1 web Sunday nights. Key to plan is proposed axing of
Goodyear Tv Playhouse, replacement with Dinah Shore, Bob Hope.
Goodyear is mulling half-hour film show Tuesdays 8:30-9 p.m., in part
of slot vacated by Shore and Hope. New Goodyear slot would be oppo-
site ABC TV's Wyatt Earp, new CBS TV comedy, The Brothers.
-SR-
Boston would become 4-vhf station market, in effect, if Storer
Broadcasting's request to move WMUR-TV, Manchester, N.H., transmitter
32 miles southeast of town is okayed by FCC. Storer has applied for
FCC approval of sale of station. Outlet was owned by former Gov.
Francis P. Murphy of New Hampshire. Price is about $850,000. Boston
now has two v's on air, applicants for Channel 5 are awaiting oral
argument before FCC. WMUR-TV gets into Boston area now but complete
coverage is lacking.
-SR-
How do stations substitute local radio programing for network and not
only keep but build audiences? Westinghouse Broadcasting thinks it
has answer in wake of cancellation of NBC radio network daytime sched-
ules. Program v. p. Richard Pack in NYC headquarters will hold rein
on over-all program strategy at 4 stations, KYW, Cleveland, WBZ-WBZA,
Boston-Springfield, Mass., KDKA, Pittsburgh, WOWO, Ft. Wayne, Ind.
Network-type operation now stresses news, human interest, public ser-
vice material, with local talent being imported at fast clip. WBC has
been gearing itself for past 2 years to local-level switch, so move
to non-network scheduling should be effortless.
-SR-
Though Attorney General Brownell was criticized for announcing anti-
trust action against General Motors on NBC TV's new "Press Confer-
ence," defense of Brownell's action came from David Lawrence, news-
paper columnist, editor of "U.S. News & World Report." Lawrence
pointed out every publication dependent on ad money is "sponsored"
in sense term is used for tv. Reporters who don't like what Brownell
did, said Lawrence, have simple remedy: dig out the news themselves.
-SR-
What stirred up radio ruckus about piggy-back announcements, or slot-
ting of 2 items made by same firm in one 60-second commercial? Some
factors: (1) recent request from Lever for Dove soap, Pepsodent tooth-
paste minute availabilities, with plan for 30 seconds of first prod-
uct commercial, 10 seconds to be filled by local station, 20 seconds
for second item; (2) Standard Brands' effort to double-slot a dog food
and margarine in same minute ; (3) increasing interest by national
advertisers in having 2 related products in same announcements; (4)
confusion over NARTB Tv Code stipulation, advising tv stations not to
accept copy if one commercial sounds or looks like 2.
SPONSOR. Volume 10, No IS 23 Inly 1956 Published biweekly by SPONSOR Publications Inc. Executive. Editorial, Advertising. Circulation Offices, in K. 19th St., New
York 17. Printed at 3110 Elm Ave . Baltimore, Md. $8 a year In U.S. $9 elsewhere. Entored as second class matter 29 Jan. 1918 at Baltimore postofflce under Act of 3 Mar. 1ST9
REPORT TO SPONSORS for 23 JhIv 1956
Reps says 'yes'
*° piggy-backs
B&M test still
felt today
Fetzer-Knorr
own 10 stations
Conventions
up viewing
Tv webs'
profit pattern
Blacklisting
report dud?
What's happening in afterwash of industry confabs about multiple-
product radio announcements? Katz Agency and John Blair, 2 of biggei
reps, are recommending their radio stations take such business.
Combo advertising has been used long time, but not to great degree.
Block Drug advertises Amm-i-dent toothpaste and Py-ko-pay brush in
combination announcements; Pharmaco, Chooz and Feenamint. Ralston-
Purina and fruit company set pace years ago, Aunt Jemima pancake mix
and Log Cabin Syrup more recently. New wrinkle seems to be in dis-
tinct break or division between copy for each product .replacing more
traditional integration pattern.
-SR-
What happens after product stops heavy tv campaign in a market? Burn-
ham & Morrill (Portland, Me. , packer of beans and brown bread) ran
heavy tv test in Green Bay, Wis., last year. Then it stopped tv.
Impact of initial campaign was enough to keep sales going at high
level for 13-week tv hiatus. Then B&M resumed tv with modest cam-
paign, continues to maintain record sales established during tv test.
Campaign was reported in SPONSOR last year. Followup this issue
(page 44) gives story of what happened since.
-SR-
John Fetzer, Fred Knorr, who headed 11-man syndicate to buy sixth-
place Detroit Tigers for whopping $5.5 million own or have minority
interest in 10 stations, 7 in Michigan. Local background of 2 men
was important factor in their syndicate getting nod to buy team.
One Knorr station, WKMH, covers Detroit. Other Knorr stations, also
radio, are WKMF, Flint; WKHM, Jackson; WSAM, Saginaw. Fetzer radio-tv
lineup includes WKZO-TV, WKZO, Kalamazoo; KOLN-TV, KOLN, Lincoln;
WJEF, Grand Rapids; minority interest in WMBD, Peoria.
-SR-
With political conventions 3 weeks away, webs are looking forward
to dropping a few million dollars. However, plus-values also accrue
to networks: audience attention to tv, probably a speed-up in set
sales. If 1952's experience is indication, audience will increase as
much as 10 percentage points over regular summer viewing.
-SR-
Tv sponsors, agencies, many of whom have been complaining about
rising video costs, got a healthy glimpse of rising profit-to-invest-
ment ratios earned by tv webs with their o&o's. House Anti-trust
Subcommittee released 1955 data last week. Figures for previous 2
years had been released by Senator Bricker. CBS TV and 4 stations
earned 54% return in 1953, 108% in 1954, 129% in 1955. NBC TV figures
were 52, 87, 133%. Web's New York flagships, historically heavy
earners, showed following return on investment during three year pe-
riod: WCBS-TV — 1,053, 1,824, 2,290%. WRCA-TV, however, showed declin-
ing trend — 2,135, 1,646, 857%. ABC TV figures were lower than others.
-SR-
Fund for the Republic's report on alleged blacklisting in radio-tv,
movie industries may backfire on group due to hostile reaction by
House Un-American Activities Committee. Committee Chairman Walter's
attitude was set forth following hearings in speech to Pa. VFW.
Walter said there was no evidence of blacklisting, specific lists or
"clearance men." He called report "partisan," "prejudiced."
(S'pOII. SOI' ff<-|»«l|-f\ ('Oil (ill IK'S |HH|C 115)
SPONSOR
THE ONLY STATION
IN PHILADELPHIA
THAT HAD RATING
INCREASES IN EVERY
QUARTER HOUR
DAY AND NIGHT
OVER THE SAME
REPORT LAST YEAR*
*PULSE March- April '55 & '56 "J"
REPRESENTED NATIONALLY BY GILL-PERNA, INC. New York, Chicago, Los Angeles, San Francisco
23 JULY 1956
advertisers use
ARTICLES
DEPARTMENTS
Marketing: Just what role tlo agencies play?
Question posed above is answered by representatives of top agencies surveyed
by SPONSOR. They tell how they integrate marketing into agency operation
f its* ifiif iomif like a box-top
Reynolds Metals, pioneer in selling the aluminum industry to the consumer via
network television, coordinates its institutional and consumer messages
Seoops for a sponsor
News in Milwaukee gets quick airing. Picture spread tells how WEMP covered
a train wreck that made national headlines; how WXIX joined other outlets
to score a newsbeat on election telecast that paid off for the sponsor
How to get the most front personalities
Here are tips to advertisers on how to take advantage of the local radio per-
sonalities whom they sponsor, including d.j.'s, farm directors, newscasters
ijate-night movies double* Brglereem sales
Harold F. Ritchie Co. ad budget soared fivefold, from $50,000 three years
ago to over $2 million today via well-groomed boy-girl puppet commercials
Tips on selling a eandidate
The third and concluding part of SPONSOR'S "How to sell a candidate: 1956"
presents tips on before-the-camera techniques in television campaigning
Selling the rl'u'ni on your station hug
Former associate account executive and timebuyer at Biow Company analyzes
this vital aspect of the buying-selling problem, via hypothetical situation
How's ftr&Vf doing nine months after tv test?
When a product stops heavy tv campaign in a test market, what happens to
sales? Burnham & Morrill, packers of beans and brown bread, have their answer
When \oon arrived, autlienee teas wttiting
Public relations department of WSM-TV, Nashville, went to work telling 3,000
people about hour-long woman's service show through novel teaser campaign
COMING
Latest daytime scheduling for fall net tv
Wind-up of the SPONSOR series of last-minute developments in the daytime
network television roster for autumn, complete with detailed chart
Vluv-R Straws mahe debut with spot tv
New product, Flav-R Straws, is introduced into five markets with tv. After
New York test, 18,000,000 were sold in first month through tv participations
2.9
32
34
3(i
38
10
42
44
4G
6* Itfff.
6 Aug.
AGENCY AD LIBS
AGENCY PROFILE, C. L. Milk
49TH & MADISON
MR. SPONSOR, J. W. Peterson
NEW & RENEW
NEWSMAKERS
NEW TV STATIONS
P.S.
RADIO RESULTS
ROUND-UP
SPONSOR ASKS
SPONSOR BACKSTAGE
SPONSOR SPEAKS
TV COMPARAGRAPH
TIMEBUYERS
TOP 20 FILM SHOWS
Editor and President: Norman R. Gle
Secretary-Treasurer: Elaine Couper <
Vice President-Genl. Manager: Bernai
Executive Editor: Miles David
Managing Editor: W. F. Miksch
Senior Editors: Alfred J. Jaffe, Evelyn
Jane D. Pinlcerton
Assistant Editor: Robert S. Solotaire
Contributing Editors: Bob Foreman, Jo
Editorial Ass
Holland
Editors: Bob Foreman, Jo>
stants: Lois T. Morse, J<
Art Director: Donald H. Duffy
Photographer: Lester Cole
Advertising Department: Advertising 0
Arnold Alport; Charles W. Godwin, S"
New York Headquarters; Edwin D. (
Western Manager; John A. Kovchot, I
tion Manager; Charles L. Nash, Gecro,
er, Jean Engel
Circulation Department: Dorothy (
Subscription Manager; Emily Cutillo
Office Manager: Catherine Scott Rosi
Accounting Department: Laura Oken,
Fazio
I»ublUhcd biweekly bv SPONSOR PUBLICATION:
combined with TV. Executive, Editorial ClrriliUi
Advertising Offices: 40 E. 19th St. (19th * Mil
Now V'tk 1". N Y. Telephono: MUrray Hill
Chicago Offlco: 161 E. Grand Ave. Phone. I
7-8863. Los Angeles Office: 6087 Sunset B«
Tlionc: UOIly»ood 4-8089. Printing Office. 31.
Ivi Baltimore 11, Md. Subscription: UnlUo
18 a year. Canada and foreign $9. Single W<
Printed In ISA Address all corrrniomlmn
i: 19th si Nov, Fork 17. N. Y. MUrray Hill
Copyright 1956, SPONSOR PUBLICATIONS II-
'nothing succeeds like success!
operated by: Radio and Television Div. / Triangle Publications, Inc. / 46th & Market Sts., Philadelphia 39. Pa;
WFIL-AM-FM.TV.Philadelphia, Pa./ WNBF-AM»TV,Binghamton, N.Y./ WHOB-AM.Harrisburg, Pa./ WFBG-AM-TV.AItoona, Pa.
23 JULY 1956
CASE HISTORY-WOMEN'S WEAR
Sail) is 18 this year. A beautiful and
healthy 18, thanks largely to the good
nutrition of Southern California
Radio.
Since 1938 the Sally Shops have been
a family enterprise of the Zucker-
mans; I ed and Marvin and theii
father, II. Lew. Their object: bring
high fashion to the Southland at
popular prices. Their method: take
the stores to the women in their
residt ntial neighborhoods.
Foreseeing both the growth and the
decentralization of Los Angeles, Sally
harnessed the giant of advertising
media, Radio, to carry the bulk of
advertising. Morning newscasts and a
half-dozen weekend five-minute pro
grams are on KBIG. Spots are run on
two other fine Los Angeles inde-
pendents.
Results? Sally Shops have grown from
one small store to beautiful, modern
fashion centers in 15 communities in
Los Angeles, Ventura and San Ber-
nardino ( lounties. Sales 1 1 a \ e increased
substantiall) every year.
Says John Bainbridge, accounl execu
tive, The Lansdale Company Adver-
tising Agency: "Radio has been our
indispensable tool in making Sally's
the 'Most Walked About Clothes in
Town' ... by making them the
'Mosl Talked About'!"
Huge, sprawling, ii<b Southern Cali
fornia is reached best by radio: K1U(.
RADIO, for greatesl coverage at low-
est 1 1 isl pei -thousand.
•4^4
The Catalina Station
10,000 Wails
740 °^°r
JOHN POOLE BROADCASTING CO.
C540 Buneet Blvd.. Lo« Angeles 28, California
Tnlpphont. HOllywood 3-3705
Nat. Rep. WEED and Company
/
/ 1
Jack f»«»Ili»r, Weiss & Geller, New York, who's
viewed industry moves as a past seller and present
buyer, notes an increasing number of clients
employing jingles in saturation campaigns, via
radio. "We have two accounts — a bottler and meat
concern — in the New York area which use a great
deal of morning radio on as many as five of the
city's outlets," says Jack. "And I've noticed that
these advertisers are fust two who have been build-
ing saturation campaigns around waltz- and
slow-tempo jingles" He feels that this is a
"reawakened" trend. Six years ago, the soft drink
bottler entered radio with the same type of drive
on five stations. After a period when jingle
saturation campaigns dipped, they returned
stronger than ever. "And judging from the re-
sults, they're more successful than ever."
Walter fioirc. Sullivan, Stauffer, Colwell iV.
Bayles, Inc., New York, maintains there is no
definition of "saturation" in spot radio or tv. "First
of all," says Walter, "it must be different in either
medium. You saturate in a different way in radio
than you do, or rather, can do in tv. Aside from
early-morning radio, there's little comparison
between what is available in the two media. You
can promise a client that he can start a heavy
radio campaign on a certain date, with an horn U
guarantee that his messages will be aired during
time periods that deliver the people he wants.
In tv you can't even promise to spend the allocation.
It's all a question of availabilities. If ton wanted
to really saturate a market, you'd buy every pro-
gram in the town. Obviously, saturation must be
something less than this." he concludes.
Larry Schwartz, president of The Wexton
Company. \ac York, says that advertisers get
most from tv when they use all its potentialities.
As an example, Mr. Schwartz told SPONSOR that
a recent campaign by Broil-A-Foil (disposable
aluminum foil broiler trays) , pun based by him on
lll{C IT). \eie )orl.. realized its maximum
potential. "B e used minutes and 10-second I.D.'s
on the station, promoting the produt t via dem-
onstrations and acceptance of I. noun tv
personalities. We tied in the drive through
other medio anil at the end of lour months, ag-
gressive promotion and selling enabled the prod-
mi to find shelf spine in everj chain store
in the area." iboul half the credit goes to tv.
Inil he concludes, "More successes of this type
could be attained ii merchandising deportments and
timebuyers worked together mere."
SPONSOR
^ ■(2^^^2)
60 cc
KTHS
(LITTLE ROCK)
Is A Sure Thing In Experiment!
Advertisers using 50,000 watt KTHS expect, and get, a
lot more than Metropolitan Little Rock. They
completely cover almost all of Arkansas.
There's nothing speculative about KTHS's reception in
Experiment (Ark.), for example. KTHS is
easily heard there — just as it is in hundreds of
other small towns and cities throughout the
State. Result: KTHS has interference-free
daytime coverage of more than 3-1 1 3 million
people!
Get all the facts on KTHS — Basic CBS Radio in
Little Rock, and your best Arkansas buy!
CTHS
50,000 Watts
CBS Radio
OADCASTING FROM
THE ROCK, ARKANSAS
Represented by The Branham Co.
der Same Management as KWKH, Shreveport
Henry Clay, Executive Vice President
B. G. Robertson, General Manager
The Station KTHS daytime primary (0.5MV/M) area
has a population of 1,002.758 people, of whom over
100,000 do not receive primary daytime service from
any other radio station . . . Our interference-free
daytime coverage area has a population of 3.372.433.
RADIO KPQ GETS
Results . . .
2-1
And We Challenge
All Other North Cen-
tra I Washi ngton
Media To Disprove
Us!
Yes, that's a strong state-
ment, but we are prepared
to back that claim to the
hilt .... with money on
the line.
So if you're buying — or
plan to buy — the heart of
Washington State, why
waste money testing? Use
the ONE MEDIUM that pro-
duces 2 to 1! Use KPQ
Wenatchee.
AN ABC-NBC AFFILIATE
5000 WATT:
560 K.C.
WENATCHEE
WASHINGTON
REGIONAL REPRESENTATIVES
Moore and Lund, Seattle, Wash.
NATIONAL REPRESENTATIVES
Forjoe and Co., Incorporated
'One of the Big 6 Forjoe Represented
Stations of Washington State)
by Bob Foreman
Mjalmar Pickerel rides again — roughshod as usual
Hjalmar PickereT, program buyer at Snook, Crappie &
Bream, Inc., is known all along Madison Avenue as the most
ornery man in the business. For example, every month he
puts an ARB pocket piece in the Nielsen return envelope and
mails it back to Nielsen just for kicks. So when we quote
him on the subject of pure cussedness we use the words of a
pro. Recently Hjalmar said:
"I daresay that restraint is not a common attribute of
either advertising or salesmanship. Maybe it shouldn't be.
But nowhere in either of these two fields does the lack of re-
straint become so overwhelming as it does in the advertising
and personal selling of a tv property."
He went on to say, "Much as I dislike to agree with any-
one, I concur with Foreman when he described the unmiti-
gated superlatives, true as well as false, which characterize
the direct mail, trade ads and brochures of our fair industry.
To me, however," Hjalmar went on. "these are model- of re-
serve and delicacy compared to the ranting which is com-
monly practiced lace to face by many of the peddlers of pilot
films.
"They start laughing on the phone when they are sett inn
up the screening date and by the time they are seated beside
yon. watching the main title roll by. they arc apopletic in
their unbiased and spontaneous enjoymenl of the epic they
are presenting.
"I find it most disconcerting to sit next to a Living Laugh
Track and have the yoks telegraphed to me. Being a bit con-
trary (Ed. note, 'Hm!') this attack prompts me to set my
jaws and sit on my hands.
"I feci similarlv about the type of verbal preface I so often
must listen to before the film is screened in which the pur-
veyor of the art-form explains to me why it is great, wherein
lies its charm and the lack of ri-k for anyone smart enough
to become the purchaser. Mso guaranteed is a rating in the
high 30's regardless of competition, feed-in or clearances.
"A pox on the idiot who dares to disagree is the attitude
of these hawkers. When the lights come up, Mr. Prospect
hcttei darn well profess entrancemenl or he will be drenched
in disdain not only in person hut for the rest of the day up
and down Madison Avenue and its tributaries."
Hjalmar went on to describe some of the irrelevant and
diibioii- statistics to which he has been subjected by the over-
(Please turn to page 66)
SPONSOR
JAPITj
tA-'
•<^» «
fx
#
tih^l
' n^/i
• • •
ipital consumers carry a lot of weight today. They're
ending more than ever in Washington food stores.
■
j)od sales are at an all-time peak. Up 38% in five years,
ey now stand at half-a-billion dollars annually. This
.crease in the Washington market over the past five
,ars is greater than the total food sales last year in
harlotte, Salt Lake City or Jacksonville!
>od advertisers have kept apace of spiralling sales with
growing investment in the media that sell Washington
IciCand1
. SOLD BY
Hleadership stations in WASP INGTON, D. C.
best . . . WRC and WRC-TV, Washington's Leadership
Stations. Today, 21 of the nation's top 25 food adver-
tisers are on these stations' schedules. And over the past
five years, food advertisers have increased their dollar
investment on WRC and WRC-TV by more than 150%!
In the great and growing Washington market, more
and more advertisers who want to bring home the bacon
themselves are going with the biggest guns in Wash-
ington's selling boom . . .
M5C| SPOT SALES
LISTENERS
WHO LISTEN
*V»>VV\ v!
. . . LISTEN WHEREVER THEY GO
. . . WHATEVER THEY DO!
Listeners who listen assure the advertiser
that his message receives full, conscious
attention. Programming that features
NEWS, MYSTERY, DRAMA and "TALK"
shows demands attentive listening. Direct
your message to the LISTENERS WHO
LISTEN. They are the LISTENERS WHO
BUY!
MUTUAL DON LEE RADIO
Represented National!}
H R REPRESENTATIVES,
Ade*i
I
MADISON
sponsor invites letters to the editor.
Address 40 E. 49 St., New York 17.
BEING SCALPED?
I got a big kick out of Jim Spencer-
letter to SPONSOR in your 25 June issue.
Jim was more than a little concerned
when you referred to Honolulu as a
"foreign'" market! While chuckling
silently to myself. I suddenly realized
that this fate of Jim's is a problem
faced by main of us who happen to
reside somew here wesl of the Hudson
It would probably amaze some
people who haven't traveled extensively
(to put it mildly) to learn that our
Los Angeles market has grown at the
rate of more than 21 persons per hour
since 1950! Since that year, Angelenos
have welcomed a "new city" the size
of Boston or Washington, D. C. — a
total of 848,000 new citizens!
I don't mean to be clannish, but
really now . . . there isn't much danger
of being scalped bv Indians in the
West today. It's 1956!
George Anthony
Media Director
Stromberger, LaVene, Mckenzie
Los Angelas, Cat.
CKLW-TV penetrates a popu-
lation grand total area of
5,295,700 in which 85% of oil
families own TV jets.
CKLW radio covers a 15,000,000
population orea in 5 important
states. The lowest cost major
station buy in the Detroit area.
Adam J. Young, Jr., Inc.,
National Rap.
CKLW
Guardian Bldg., Detroit
J. E. CimpMii,
President
Thoughts of an adman east of the Hudson?
LOST AND FOUND
Wdii Id it be possible for us to se-
cure copies of SPONSOR for the follow-
ing (kites: 11 July, 25 July and 8
August 1955? These issues listed
"Timebuyers of the U.S.," and our
original subscription issues have cither
been lost or appropriated. If this list-
i Please turn to page 15)
SPONSOR
A NEW
MOTION PICTURE
A 16 mm film i?i Technicolor
Narrated by
Westbrook Van Yoorhis
Running time: 14 minutes
Produced for
ASSOCIATION OF
AMERICAN' RAILROADS
Transportation Building
Washington, D. C.
THE RIGHT
TO COMPETE
is available, on a free loan basis,
for showing before adult audiences.
Bookings for any given date
can be made through the
following sources:
I!
THIS NEW FILM . . .
. . . Discusses recommendations which are at the heart
of the report of the Presidential Advisory Committee on
Transport Policy and Organization;
. . . Traces the course of competition
as one of the creative forces that has made this country
sound, strong and prosperous;
. . . Speaks out in favor of allowing the
regulated forms of transportation more freedom
to price their services in competition with one another.
... Is designed to help bring about
a better understanding of today's transportation situation.
THE PUBLIC RELATIONS
DEPARTMENT
of most
railroads.
ASSOCIATION FILMS
Ridgefield, N. J., Broad and Elm Sts.
LaG range, III., 561 Hillgrove Ave.
Dallas, Texas, 1I0S Jackson St.
San Francisco, Calif., 351 Turk St.
STERLING -MOVIES U.S.A.
New York.N.Y.
205 East -f3d St.
23 JULY 1956
11
■c . .
^-
ABOUT OKLAHOMA
CITY TV VIEWING MiStM
Check your June ARB
for Oklahoma City
both p>
KW
Telecasting from —
World's Tallest Man-made Structure
1572 -Foot Tower — Maximum Power
ind
10UT OKLAHOMA
COVERAGE
ick your July SRDS
■ en
in
• • • •
OKLAHOMA CITY
GAR T. BELL, Executive Vice-President FRED L. VANCE, Sales Manager Represented by AVERY-KNODEL, INC.
under the Florida sun!
Miami, the nation's 25th market, will have a great, new VHF
television station starting July 29th . . .WCKT, Channel 7.
WCKT • CHANNEL 7
MIAMI
BEE
I', VSIC TELEVISION AH II I. ATE SOLI) BY INHCI SPOT SALES
PEMWSYLlWlA'e
4*TVmakhet
IN YOUR PICTURE
WJAC-TV is the Number One
Station not only in Johnstown,
but in Altoona as well, and this
one-two punch covers an area
that rates 4th in the rich state
of Pennsylvania, and 28th in
the entire country.
Well over half a million (583,-
600 to be exact) television fam-
ilies look to WJAC-TV for the
best in television entertainment.
Add to this the free bonus of
WJAC-TV coverage into Pitts-
burgh, and you have a total
market for your sales message
that just can't be overlooked, if
you really want to tap the po-
tential of Southwestern Penn-
sylvania.
Get full details from your KATZ man!
49TH AND MADISON
(Continued from page 10)
ing is available from your files in
excerpted form, that too would be
more than satisfactory.
SPONSOR is performing an invalu-
able service to the broadcasting fra-
ternity. Our executive and sales staff
look forward to each issue.
Barton Fellowes
Manager, WDXB
Chattanooga, Tenn.
• Reprints of SPONSOR'S 1955 "Timel.uycrs of
the U.S." directory are available at 50c each.
However, an upilatcd listing will be published
this summer.
NEW SYSTEM NEEDED
I have just read Dr. Deckinger's
comment on radio ratings in the 25
June issue of sponsor which was
placed on my desk 10 minutes ago.
I think Deckinger's analysis of to-
day's radio ratings and his suggestions
for making them realistic and making
them conform to 1956 radio conditions
are most significant. Our radio indus-
try is undergoing enormous changes.
The ratings systems have not kept pace.
Dr. Deckinger's ideas, if adopted,
would certainly bring ratings into line
with radio in 1956.
Personally, I would like to see
another facet of audience measured as
well . . . that is, the impact of a station
upon its audience. There is no question
in my mind that some stations are
merely tuned in, while others are tuned
in and listened to.
Congratulations to you for featuring
Dr. Deckinger's ideas as you have. I
think you have provided another real
service to the industry.
Ernie Tannen
V.P. and Gen'l Mgr.
WILY, Pittsburgh. Pa.
DROVE EM TO WRITE
We wanted you to know how happy
we were to read your article in the
14 May issue of SPONSOR, entitled.
"White Rock drives 'em to drink with
spot radio."
Mr. Morgan, the president of White
Rock, and Mr. Killeen. the vice presi-
dent in charge of sales, were just as
enthusiastic as the agency about your
very ably written article.
Cal. J. McCarthy
Vice President
David J. Mahoney, Inc.
New York Cit\
WREX-TV
Q ON TOP
157 to in
WREX-TV
leads in Va
hour periods
from 6:00 P.M.
to midnite
All 48 of the top 48
once-a-week shows are on
WREX-TV!
57 of the top 59
once-a-week shows are on
WREX-TV!
All 15 of the top 15
multi-weekly shows are on
WREX-TV!
Facts from the April 1956 ARB
Survey prove conclusively that
WREX-TV continues to grow in
favor with the ever increasing
number of viewers in this 10
county billion dollar market!
WREX-TV
ROCKFORD • ILLINOIS
channel 13
CBS • ABC
_\ AFFILIATIONS
represented by
H-R TELEVISION. INC.
23 JULY 1956
15
Time Buyer
GREY ADVERTISING AGENCY
"But I sure have
learned that WNHC-TV is
loaded — loaded right up to their
coverage limits with inducements
that attract a smart time buyer!
The only VHF outlet in Southern
New England's$3 billion market,
WNHC-TV was shown in a
recent survey* to hold a 54%
share of audience and 433 of
514 quarter-hour firsts. Add to
this WNHC-TV's policy of cour-
tesy announcements, paid news-
paper ads and trade mailings and
you've got a big gun in a big
market."
*ARB 9 -county survey,
January 1956
WNHC-TV
channel 8
COVERS CONNECTICUT COMPLETELY
948,702 TV Homes: 316,000 Watts
by Joe Csida
Programing miscellany: music and personalities
Bob Leder, v.p. and general manager of WOR, New York,
and his program director, Bob Smith are a couple of bright
Bobs who need little if any help from this corner. I hesitate,
therefore, to take a bow for having inspired their new Music
From Studio X program with the campaignette I've been
conducting here aimed at getting more stations to use more
packaged records (notably long playing platter packages)
for better music shows.
Inspired by Backstage or not, the happy fact remains that
on 9 July, the Bobs started a new music show to run Monday
through Saturday from 9:05 p.m. to 1 a.m. and 1:30 to 5
p.m. on Sundays, made up entirely of music found in platter
packages. The "Studio X" bit is a sound and showmanly
gimmick in which the Bobs stress that this emanating point is
equipped with the finest and latest high fidelity equipment
and facilities such as diamond styli, easy-floating playback
arm, special hi-fi line direct from Studio X to the WOR trans-
mitter in Carteret, N. J. All this hi-fi folderol is important,
of course, and the "X" routine does framework the show
well, but the heart of it remains the tremendous quantity of
great music of every description available in record pack-
ages. More and more individual jockeys and stations are
going to continue to feature more and more packaged music,
and such music shows are going to build larger and more
prosperous audiences for advertisers.
$z % %
I'm certain that the remarks made here a number of issues
back, speculating on whether Billy Goodheart's debut as an
NBC executive might shortly be followed by live band pro-
graming on that network, didn't influence NBC program pol-
icy. The fact remain-, however, that shortly after Billy hung
his hat in Radio City il was. indeed, announced that in the
10 to 12 noon period, Mondays through Fridays, on the radio
network, NBC was going to feature live dance bands. The or-
chestras under consideration include the following: The Dor-
sex-. Guv I.onibanlo. KivdiK Martin. Benny Goodman,
Sammy Kaye, Les Brown, Xavier Cugat, and Hairy James,
to name ju-l a few. To c\er\ one of these baton-wavers, that
first call from Ooodhearl re the new -how nm-t have brought
back memories. Billy was active in ilie heyday of each one.
I would be the firsl to admit that the idea of live bands at
i Please turn to page 70)
16
SPONSOR
/
ompionship
&acfe aM gpotfs ok.
RATINGS!
WhamlBam/
just t;
in Billboard's 1956
TV program and talent
poll -as BEST sports
series in syndication
HERE IS ONE SHOW THAT THE WHOLE FAMILY WATCHES!
...40% MEN. ..37% WOMEN... 23% CHILDREN
ARB Rating, April 1956, Indianapolis This is typical of our experience everywhere
RATINGS/
Remember-
-These Are Afternoon & Late Night-Time Ratings!
WKJG-TV
WOW-TV
WHAM-TV
KDKA-TV
Fort Wayne
Omaha
Rochester
Pittsburgh
40.4
25.8
30.0
29.4
Sat., 5 to 6 PM
Tues., 11 to 12 midnite
Sat., 2 to 3 PM
Sat., 3 to 4 PM
WAVE-TV
WGEM-TV
WKRC-TV
WFBM-TV
Louisville
Quincy, III.
Cincinnati
Indianapolis
22.7
32.9
28.9
22.2
Sat., 4 to 5 PM
Sat., 10 to 11 PM
Sun., 1 to 2 PM
Sat., 2 to 3 PM
WHIO-TV-DAYTON
KSL-TV-SALT LAKE CITY
WMAL-TV-WASHINGTON
KOTV-TULSA
A1 Jfc Sat., 11 to
Mm |«U ,2 midnite
We double the rating of the
next two stations combined!
We're 4th of all shows all week
— in a duck pin market!
We double the rating of the
next two stations combined!
Herewith is partial evidence of the incredible rating more often than not, our ratings were fantastically
record racked up by this TV Sports Series, telecast high . . . and bear in mind, the show had to fight
in over 150 markets in 1955-56 . . . in not one single the fact that, invariably, (because it is an hour
instance did we get a rating worse than good! . . . film) it was slotted in a "fringe" time period!
26 Brand New One-Hour Films Just Produced
Ready for fall release . . . featuring America's top Bowling
Stars . . . tremendous prize money to the winners . . . the
most exciting, suspenseful sports show in the history of TV.
78 one-hour films available, all produced by Peter DeMet.
For further particulars on available markets,
audition film, prices, etc., write, wire, or phone
WALTER SCHWIMMER CO.
CHICAGO: 75 E. Wccker Drive, Franklin 2-4392
NEW YORK: 527 Madison Ave., Eldorado 5-4616
CANADA: S. W. Caldwell, Ltd., 447 Jarvis, Toronto, Walnut 2-2103
4 looks at the
Kansas City listens
All agree: Its WHB
March-April, 1956
Metro Pulse: WHB 1st
360 out of 360
1 1 hours in and out of home,
Mon.-Fri. 6 a.m. -midnight
March, 1956
Area Nielsen:
WHB 1st
every time period,
1st all day and night
42',; share of audience
.Mon. -Sat. (i a.m.-midniffht
Latest available
Area Pulse: WHB 1st
263 out of 288
U hrs. . . . with 25-2nd place
! i hrs., Mon.-Sat., 6 a.m.-6 p.m.
Feb.-May 1956
K. C. Hooper: WHB 1st
248 out of 260 Va hrs.
1st all day with
43.5% share of audience
Mon.-Fri. 7 a.m. -6 p.m.
Sat. 8 a.m. -6 p.m.
Dominate? And howl Listen to the nay
Kansas City looks the way HI air tells it—
or talk to WHB General Manager George
W . Armstrong.
WHB
10,000 watts— 710 kc
Kansas City
Tnuisf, r subject In FCC app
m
CONTINENT BROADCASTING COMPANY
"The Storz Stations"— -Todd Storz, President
WDGY, Minneapolis-St. Paul
■ented by
Avory-Knodel, Inc.
KOWH, Omaha
Represented by
H-R Reps, Inc.
WHB, Kdnsas City
Represented by
John Blair & Co.
VVTIX, New Orleans
Represented by
Adam J. Young, Jr.
WQAM,* Miami
Represented by
John Blair & Co.
JMeiv and renew
2 3 JULY 1956
New on Radio Networks
SPONSOR
AI^CKjr^
STATIONS
PROGRAM, time, Jtart. duration
Chi
.Henri, Hurst, McDonald, Chi ABC
Insurance. Chi
p Corn, Sioux City
(yers, NY
)d, NY
iitrus Comm, Lakeland, Fla.
, Pitts
, Chi
os, NY, for pepsodent
J. Lipton, Hoboken
rod. Newark, N)
n & Robbins, NY
Craft, Batavia. Ill
n
| iper, Chester, Pa
Chi
I Ha, Stamford, Conn _
I in Pen, Seymour, Conn
Christiansen, Chi
C. H. Hartman, Chi
Y&R, NY
C. L.
B&B.
Y&R.
Miller. NY
NY
NY
_NLB, Chi
FCB, NY
Y&R, NY
.E. Lieb, Newark
Ellington. NY
JWT, Chi
B&B, NY
ABC
CBS 703
CBS 203
CBS 82
NBC 191
CBS 126
NBC 191
MBS 472
ABC
ABC
MBS 472
CBS 203
CBS 144
JWT. NY CBS 203
SSCB. NY CBS 203
Mgmnt Assoc, Stamford ABC .
.F. D. Richards, NY
NBC 191
Breakfast Club; M 9:15-9:20 am; 2 July only; M 9:25-
9:30 am; 9 July; Tu 9:20-9:25 am; 3 July; W 9.50-
9:55 am; 4 July; Th 9:25-:20 am; 5 July; F 9:50-
9:55 am; 6 July
Soorts Caravan; M-F 6:35-6:45 pm; *ts 25 June
Codfrey Time; alt F & Tu 10-10:15 am; 7 Sept; 26 wks
Road of Life; Th 1-1:15 3 July part; 30 July full; 26
Sunshine Sue; W. Th, F 3:30-3:35; 27 June; 23 wks
Monitor; Oct; 23 wks .-««,«*« i/
Romance of Helen Trent; M-F 12:30-12:45 pm \2
spon; Young Dr. Malone; M-F 1:30-1:45 pm Vi spon;
Nora Drake; M-F 2:30-2:45 pm Vi spon; 25 June;
Monitor5 News segs; 8 Sept; 15 wks; 10 5-min per
week-end
Bob & Ray: M-F 5-5:45 pm; 26 May; part spon
Breakfast Club; 15 segs; sts 2 Oct.
Breakfast Club; 8 segs; sts 13 Sept
Bob & Ray; M-F 5-5:45 pm; 28 May; part spon
House Party; Tu & Th 3:15-3:30 pm; 18 Sept; 26 wks
News- M-F 2-2:05 pm; 2 Aug, 52 wks; Wendy Warren;
M-F 12-12:05 pm; 2 Aug; 52 wks
Codfrey Time; Tue & ev 4th. F 10:30-10:45 am; 14
Aug; 5 wks
House Party; W 3:15-3:30 pm; 25 July; 52 wks
When A Cirl Marries; M-W-F 10:40-10:45 am; 6 Aug;
26 wks
Monitor; 10 Nov; 6 wks
Max
Banzhaf (5)
H. J.
Boos (5)
Renewed on Radio Networks
SPONSOR
AGENCY
STATIONS
PROGRAM, time, start, duration
I ome Foods, NY
Y&R, NY
Foods, Chi, for Make-A-Shake
ola, NY _.
ry. NY
ds White Plains for Calumet
tors, Detroit
Mason Warner,
Mc-E, NY
Bites, NY
Y&R. NY
Chi
CBS 42 Art Smith & Crackerjacks; M-F 4-4:05 pm; 2 July;
26 wks „ ,
ABC Breakfast Club; M & W 9:30-9:35 am; 9 July
MBS 167 . Coke Time; T & Th 7:45-8 pm; 52 wks
ABC When A Cirl Marries; T-W-Th 10:30-10:35 am; 17 July
ABC Breakfast Club; Tu 9:25-9:30 anv 3 July
Camp-Ewald, Detroit CBS 203
ible Class, Crand Rapids John M. Camp, Wheaton
Chi SSCB. NY
! talcy. Decatur, III
| >f Healing, Portland,
Ore
Alan Jackson News; Sa 10-10:05 am, 12-12:05 pm,
1-1 05 pm, 8-805 pm; Robt Trout News; Su 10-
""'' |1 10:05 am, 12-12:05 pm, 5-5:05 pm; Robt Trout News;
1 M-F 9-9:05 pm; 30 June; 52 wks
III ABC Radio Bible Class; Su 8-8:30 am; 52 wks
CBS 203 . Codfrey Time; W & ev 4th F 10:45-11 am; 25 July;
52 wks
R&R, Chi . CBS 203 Codfrey Time; M-Th 10:15-10:30 am, alt F 11-11:15
am; 6 July; 52 wks
Century, Portland, Ore MBS 207 Wings of Healing; Su 9-9:30 am; 52 wks
l,UUMBS 223 Wings of Healing; Su 10-10:30 pm; 52 wks
E. E. Eshle-
man, Jr. (3)
Richard
Hchman (5)
Broadcast Industry Executives
NAME
FORMER AFFILIATION
NEW AFFILIATION
iley .
Berk
lolton
Iremser
J. Burnett
uskett
.lv.l.lv
i. Chadwick
risteon
Curran
H. Dreyer
Jim" Eshleman, Jr
M. Fairbanks
Cleb
ham, Jr
Hanheide
Haskell
avanagh
elly
J. Kizer
I Krauss
)vitz
L. Krebs
Lucas
Mason
. McArdle
f Melzac
Odeal
I H. Pelzer
Pickman
'urves
evisore
Richardson
E. Richer
ucker
ilkin
lipley
KBIF, Fresno, Cal. anncr
MCA TV, NY, east pub director
Donn Bennett Prod. Phila
KFAB. Omaha, program director
WIP. Phila, production mgr
KCBQ, San Diego, gen mgr
tv packager, other info not available
Hollingshead, Camden, adv media super
WCN. Chi, sales
ABC TV, NY, mgr coop program dept
Art Dreyer Co, Fresno, Cal, partner
Pctry, NY, tv sales
KNX-CPRN, LA, sales promo asst
ABC Radio, NY, station clearance
Y&R, NY
KBTV, Denver, traffic mgr
KFAB, Omaha, pub service director
Byer & Bowman, Columbus, acct exec _.
KTXL-TV, San Angelo, Tex, gen mgr
P&C, NY, retail selling-merchndsng-adv
WFLN, Phila, sales-production
Lewis & Martin Films. Chi, vp-sales & adv
Sarra, Chi, acct exec-sales promo mgr
WCUE, Akron, acct exec
KNX-CPRN LA, program promo mgr
NBC TV. NY, T-H-T sales
TPA. NY head intl div
KYW-TV. Cleve. film director
ABC Radio. NY, sales
Columbia Pics, LA, prod asst
KBIK, Fresno, cal, acct exec
WMRY, New Orleans, comml mgr
AFN, Bremerhaven, Germany, station super
WABC. NY, sales
Best Time Sales, LA office, mgr
UPA, LA, writer-director
Sh.eveport, La, radio news other info not available
Same, program director
CBS Radio, trade news ed
WIBC, Phila, sales
Same, gen mgr
Same, sales acct exec
KRAM, Las Vegas, vp-gen mgr
KBIF, Fresno, Cal, acct
WIP, Phila, sales
Weed, Chi, sales
Same, asst regional mgr station relations
KBIF, Fresno, Cal, acct exec
Same, east rad sales mgr
Same, merchandising mgr
WABC. NY. jr acct exec
Coulding-Elliott-Craham Prod, NY, pres
Same, asst program director
Same, asst mgr
WLW-C, Columbus, client service director
Official Films, Dallas office, sales head
Avery-Knodel, NY, tv sales
WIP, Phila, sales acct exec
Fred Niles Prod, Chi, acct exec
Calbreath Pics. Chi, vp-chg Chi operations
Same, asst station mgr
Same, ntl sales rep
NBC Spot Sales, NY, tv salesman
Same, also vp-sales coordination & expansion
WRCA-TV, NY, film director
WABC, NY, acct exec
Briskin Prod, LA, vp-programing
Same, sales mgr
Same, stn mgr
KSBK, Okinawa, mgr
Adam Young, NY, rad acct exec
KHJ Radio, LA, acct exec
'JPA, London, mgng director
KCI), Shrevcport, La, stn mgr
Helen C.
Horrigan (4)
Russell J.
Hug (5)
23 JULY 1956
21
23 JULY 1956
\eu and renew
Stuart M.
Lenz (5i
Vincent
Mclzac (3)
Robert E.
Richer (3)
John T.
Shannon (4)
Mort
Silverman <3>
/l
3. Broadcast Industry Executives (continued)
NAME FORMER AFFILIATION NEW AFFILIATION
Mort Silverman WMRY, New Orleans, gen mgr Southland Bcstng, New Orleans, exec vp-gen mgr sa ]
Ceorge L. Snyder intor not available __ CKLW AM-TV. Detroit, natl sales-merchndsng
John Sonders KCST. Fresno. Cal KBIF. Fresno, Cal, acct exec
Warren Thomas WKRC-TV. Cin, anncr Same, acct exec
William H. Vogt WDAS. Philj. Local sales mgr Same, comml mgr
John P. Wiley WRCV-TV. Phila, sales promo director Same, adv-promo director
Charles F. Wister . WIP, Phila WPFH, Wilmington, sales rep
Dick Zavon WLW-C. Columbus, client service director Crosley Bcstng, Cin, audience promo mgr
Carl Zimmermann WISN-TV. Mlwkee, news director WISN, Mlwkee, asst mgr
4. Advertising Agency Personnel Changes
NAME
FORMER AFFILIATION
NEW AFFILIATION
Norman Baer Hilton & Riggio, NY, am-tv director .... Lewin
William |. Baker Ncedham & Crohmann, NY NCK,
|ohn Brookman R&R, Toronto, vp-mgr Canadian operations
John A. Burns Ntl Mktng Consultants, NY, vp
Albert R Busch into not available __
John T. Cunningham A&C, NY, asst director pub relations
Donald Davis Biow, NY, acct exec
Louise Dykes DFS, NY, head print media _
Vern Eastman D'Arcy, LA, acct exec
Herbert Flaig WKRC-TV. Cin, acct exec
Sidney Crabosky
Crabosky Bros. Phila, exec
L Dickson Criff ith
Helen C. Horrigan
L. I. McGrady
K&E, NY, vp
Chambers & Wiswell, Boston —
Electric Auto-Lite, Toledo, asst to vp-adv director NCK,
fames B. Orthwein D'Arcy, St. Louis, vp. Same
Steven Parrot Crant, NY, asst acct exec Crey,
lack Rafield Frank Block, NY, vp . _ Crey,
Victor Sack Biow, NY. asst director am-tv production K&E,
John T. Shannon K&E, Chi, acct exec
james Murray Shivas Carter Products, NY, prod mgr
Ceorge A. Slater Mumm, Mull.iv & Nichols. Columbus, senior vp
Eldon E. Smith Y&R, NY, vp-merchandising mgr
Thomas Stafford Rem-Rand, NY, asst adv-promo mgr
William H. Steele FCB, NY, vp-senior acct exec
|ocl Weisman WABD, NY. mgr film production
Lee White Biow, NY
Williams & Saylor, NY, am-tv director
NY, mktng
BBDO. Toronto, senior acct exec
M. Sackheim, NY. mktng director
Bozell & (acobs, Omaha, acct exec
Morey, Humm & Warwick, NY, pub relations acct e
K&E, NY. acct exec
|ohn Mather Lupton. NY. media director
Same, vp-LA office mgr
Flaig Adv, Cin, owner
Robinson, Adlcman & Montgomery, Phila, acct super
tary-treasurer
Same, acct super
C. F. Hutchinson, Boston, media director
Toledo, acct exec
board of directors
NY, acct exec
NY, acct exec
NY, comml production
Atlanta office, vp-mgr
NY, acct group
K&E,
NCK.
Same
exec vp
Y&R, Chi office, mgr
NCK, NY, acct group
FCB, LA, vp-acct group mgr
NCK, NY. am-tv prod
D'Arcy. NY, vp-acct super
5. Sponsor Personnel Changes
NAME
FORMER AFFILIATION
NEW AFFILIATION
Raymond P. Abouchar Firestone Akron mktng research
Aldon M. Asherman Amer Cyanamid NY, asst adv mgr industrial chemicals
~.
Max Banzhaf
Martin F. Bennett
H. | Boos
Hugh R. Chambcrlin
P. M. Clancy
Edward H. Coalc
John M. Eastman
Thomas C. Fielder
A. H. Forster
R. E. Franz
Armstrong, Lancaster. Penna, adv-promo director
RCA. NY. director reg ops
Pabst, Chi, sales
P&C, Cin, asst brand mgr Cleem
Pabst, Mlwkee, branch mgr
Shorland Freezer, Salisbury, Md, sales mgr
Canada Dry, NY, asst adv mgr
C.E., Syracuse, sales promo tv receivers
Armstrong, Lancaster, Penna, asst director adv-promo
Pabst, Mlwkee, sales super
Richard H. Hehman Pabst. Chi. adv mgr
J E Holden Armstrong, Lancaster, Penna, asst director adv-promo
Russell |. Hug Ccn Baking, NY, exec vp
Donald ). Hughes Sylvania, NY, adv-sales promo super electronic prods
Ceorge C. Isham Sylvania, NY, east rcg mgr distrib sales electronic prod
Edward V. K. Jaycox Firestone, Akron, mktng research
Arthur La Cour Walker-Crenshaw, NY, am-tv mgr
Stuart M Lenz Stand Brands. Chi, west reg sales mgr
C H. Menge Eljer, Pitts, exec vp
C W. Moodie Armstrong, Lancaster, Penna, asst director adv-promo
Robert W. Naething
David Pickett
Victor A Pizzolato
F. M. Schwcmmer
Robert B. Smallwood
John H. Thomas
Carl I. Wood
C. F. Worthington
Lchn & Fink. NY, cast rcg sales mgr
Zlowe Adv, NY
Rockwood & Co, NY, asst to vp-mktng
R&R, NY, vp-director
Lipton, Hoboken, pros
Indian Head Mills. NY, adv mgr
Lipton. Hoboken, exec vp-gen mgr
Whirlpool-Secgcr, St. |o, Mich, service admin director
Same, advance planning
Sylvania, NY, adv mgr-parts-chemical-atomic
tronic systems
Same, adv-promo-pub relation director
Same, vp-merchndsng
Same, admin asst central reg sales mgr
Carnation, LA, assoc adv mgr evaporated milk
Pbst, Chi. met division sales mgr
Minute Maid, LA, Snow Crop label product mgr
Eastco. White Plains, NY, adv mgr
Same, mgr adv-sales promo tv receivers
Same, asst director adv-promo-pub & mgr pub rclatiw
Same, branch mgr
Same, brand mgr
Same, asst director ad-promo-pub & mgr adv creative
Same, pres-director
Same, adv mgr electronic sales
Same, gen merchdsng mgr electric prod sales dept
Same, advanced planning
U.S. Rubber, NY, am-tv pub relations
Cen Baking, NY, vp-mktng
Frigidairc, Dayton, gen sales mgr
Same, asst director adv-promo-pub
serv dept
Same, spec asst field ops
Autoyre. NY, adv mgr
Lehn & Fink, NY, asst prod mgr Hinds-Etiquct
White Labs, Kcnilworth, N), vp mktng
Same, chairman-chief exec
Lehn & Fink, NY, Tussy adv mgr
Same, pres
Same, sales mgr refrigerators
& mgr promo
Dick
Zavon ' 3 ►
6. New Agency Appointments
SPONSOR
PRODUCT (or service)
AGENCY
Admiral, Chi
Armstrong Rubber, West Haven
Good Humor. Brooklyn
(iff Chcm, Spokane
Kn.ipp Monarch, St. Louis
Lever Bros. NY
Lever Bros, NY
Lexol, Caldwell. N|
Market Basket. LA
McKesson & Robbins, NY
Philip Morris, NY
Natl Chcm Prod, Sydney, Australia
appliance & electronics Henri, Hurst & McDonald. Chi
L&N. NY
Good Humor
|iff sealer
appliances
Dove soap
Spreez cheese spread
leather preservative
supermarkets
drug & Chemical
Spud cigs
Napio cosmetics
MacM-|&A, NY
Pacific Natl, Spokane
Frank Block. St. Louis
Ogilvy, Benson & Mather. NY
FCB. NY
Force. Patcrson, N|
Lansdale Co, LA
DFS, NY
Ogilby, Benson & Mather, NY
Cayton, NY
22
SPONSOR
\
THE
COUTHERN
^/^ALIFORNIA
^ ^ LOOK
rows of roses rambling over yards of It's acres of flowers-an eight-million-dollar It's millions of lasting impressions-made
>ressed pleats-in this fresh new cotton garden, within the krca signal area, that on big-earning, big-spending Southern
igned by Alex Colman of California. produces 45% of America's rose crop. Californians by advertisers who use
KRCA-4
NBC LEADERSHIP STATION IN LOS ANGELES
sold byInbcIspot sales
J^
v
%,
•$S*t.
»
Small talk to you, maybe—
but it goes a long way with women.
Talk to them about what they
want to hear, and they'll give you
their undivided attention.
They'll listen. And they'll believe.
And they'll buy.
That's the gentle art practiced
by WBBM's Jim Conway.
Mai Bellairs, Eloise Rummer,
Josh Brady, John Harrington, and
Paul Gibson — an art that's won
the confidence (and opened the
pocketbooks) of women throughout
the Midwest. Personalized
selling, they call it. Whatever
anyone calls it, sponsors keep
coming back for more. Like to hear
one of these star salesmen
apply "the personal approach"to
your product ? We'll gladly
prepare a special tape for you.
For details, write, wire or
phone CBS Radio Spot Sales or. . .
WBBM RADIO
Chicago's Showmanship Station
75.3%
AUDIENCE
SHARE*
MONDAY thru FRIDAY
"CLUB 1320"
with DAVE FROH
2:05 - 5:30 PM
MONDAY - SATURDAY
THIS SHOW IS 8 YEARS OLD
FEATURING THE TOPS IN POPS
AND CHATTER BY CENTRAL
MICHIGAN'S MOST LISTENED-TO
D.J.
Share of Audience
"CLUB 1320"— 75.3%
NET. STA. B — 15.5%
NET. STA. C— 16.97c
CALL
VENAKD
RINTOUL
McCONNELL
INC.
C. E. HOOPER
INC.
1956
MUSIC • NEWS • SPORTS
IN
I. an. si /i». Michigan
J. Whitney Peterson
President
United States Tobacco Co., New York
"it seems to me that tv would not be the medium it is if ABC. CBS
and NBC hadn't made network coverage possible," savs J. Whitney
Peterson, president of United States Tobacco Co.
"Of course this view has nothing to do with what happened to us,"
he adds, referring to the fact that his firm's show, Martin Kane, was
forced off the air a couple of years ago. "That was a question of a
sales policy that could have been improved at the time."
Since the firm stopped sponsoring its own network t\ -how. it's
been forced to reshape its marketing and advertising approach. " I he
days where we could afford network tv on our budget seem to be
gone," Peterson told sponsor regretfullv.
At the moment, the tobacco company is buying into network par-
ticipating shows and sponsoring The Continental, a 15-minute film
show, in New York, Philadelphia and Los Angeles, through its
agency, Kudner.
"When we had Martin Kane, a large portion of our budget was
in tv," says Peterson. "'Since that time, there - I ecu ;i growth in most
major markets of secondarv and tertiarj stations that will have to
rel\ on f;ood svndicaled shows for their programing. We maj
eventually expand our sponsorship to many of these stations, but
they'll have to do their part in developing better audiences. WOK-
TV is one example of a station that's known how to do that with its
Million Dollar Movie. Network t\ i^n t the onl) answer to broad
coverage."
I'etersoii. a (hnamic man in his fifties, looks forward to the day
when "luxun" or "culture-backed" brands catch on again in the
cigarette market. In the interim, he's pushed for popular pricing and
more convenient and attractive packaging in his firm's Encore and
Sano brands, smokes both with relative impartiality.
"Were esseutiallv a snuff and tobacco producer," he told SPONSOR.
"We didn'l introduce cigarettes until L952. Now For snulT and to-
bacco, use of national ail media can be too expensive, since were
aiming our message .it a special and small group of the total audi-
ence. In cigarette advertising, on the other hand, you need onl) look
al youi t\ lineups t alize tin impacl "I tv in this area.
\ traveler bv avocation, Peterson has made frequenl jaunts to
Europe and Vfrica with his wife, onlj regrets al those times having
to leave behind the Keeshond doss he breeds. * * *
26
SPONSOR
YOU CATCH MORE VIEWERS ON THE STATION
THAT'S NO. 1 NIGHT AND DAY IN SOUTHEASTERN MICHIGAN
Sales minded advertisers
are hauling 'em in with the
potent late night programming
on
WJBK-TV
CHANNEL
m
DETROIT
Detroit's great wealth of consumer buy-
ing power comes from the industries of
Southeastern Michigan. In turn, these
industries make for unique time schedules
and living patterns.
Twelve midnight is 12 noon to the man
who works the night-shift. And his family
must adjust accordingly. This is one
reason why Detroit (America's No. 5
market) is the town with the BIG night-
time TV ratings.
And remember: WJBK-TV with its NEW
Columbia-Screen Gems "Nightwatch
Theater" gets most of these late-night
viewers.
40% MORE THAN STATION B
55% MORE THAN STATION C
124% MORE THAN STATION D
(Competitive pos/-??.00 PM ratings, June ARB)
Yes, "night fishing" is great in Detroit . . .
especially when you bait your hook with
advertising on WJBK-TV.
* Accordina to both Pulse and ARR
r^-
., .I..l.\.l.ll. \ I.. .1.1. .1.1. 1 I I..I.I.1. J 1. 1. .1.1
.1.1 .1.1.1.. I . .1.1.. I.
:H M h-
i-i i' ["'"ri-
WHrrtn^
•I -|r ■• ir • "i'1 i'-i "• "i J1 ' i"r [i"i
•' I ,-r.|. . |»,..[ ..■•(. ..-l.-j—l
..I.M..I..I.,
U4
II "l I ■■<
l"l""l'l
C O
well-calculated to
increase southeastern sal
Today in the Carolinas a massiv< television market is alive and throbbing
with the progress ol active people.
Nerve center oi this Southern industrial-distribution crossroad is Television
Station WBTV, Charlotte. From the beginning, WBTV vision spearheaded
the development ol this vita] market.
Nowl 1956 Sales Management Markei Data reports the population in
WBTV's mo m m area to be 2.552.000. Retail sales are $2,085,430,000.
Effective buying income $2,971,773, I.
Exercise your vision in the Carolinas and schedule increased sales foi youi
product. Com. hi CBS relevision Spol Sales oi WBTV.
Utwm ,wLmwV \wWv
JKFFERSON STANDARD BltOADfASTINO COMPANY
'VISION in TBI CAROUNA8"
^^
23 JULY 1 956
>f<irfi-<>(in<7 iimiii jin/.s point-of-
sale to svlliiifi with iiiciliii
THE
ADVERTISING
ItSO Srt: /■ g part
the S I'ti \.vn/;
Ifffilr// i„ trims',
». See o(«o
'irketin:) articU s
nning
mber
!i")."i through 9
1956
Marketing is in a stale of flux.
Agencies agree on need for service,
bul differ in approach and operation.
Marketing: jnst what role
does the agency play ?
Six top agencies explain their approach to this new service
Jm. crucial question among top agencies today is, "How and at what level should we
integrate marketing into the agency operation?"
Eventually, marketing will revolutionize the role of advertising agencies. This
new agency service has already affected agency organization in many instances and
may eventually change the very structure of advertising agencies.
In the recent past, major advertising agencies have recognized a need to probe
deeper into client problems than ever before to insure the sales effectiveness of expen-
sive advertising campaigns. Marketing already has had a sweeping effect upon the
planning of advertising strategy, upon media decisions and upon the »a\ l\ and radio
buying on a network as well as at spot level fits into the client"- total operation.
To determine what role major agencies are playing in marketing today, sponsor
23 JULY 1956
29
MARKETING: WHAT ROLE? [Continued)
interviewed the heads of marketing at
top agencies, dis< ussed with them then
concepts and philosophies of market-
ing and inquired into the organiza-
tional set-up provided for this new
agenc) service, sponsor's depth-inter-
views with these marketing experts
revealed the beginnings ol a number
ol trends that ma\ become dominant
ii agenc) thinking and organization
within the next few years.
Briefly, these are some of the poten-
tial patterns for the marketing-con-
scious advertising agencj in I960:
• Top-level media men will become
well-rounded marketing men. Many
of them grow out of ranks of market-
ing experts who've seen the effects of
media derisions in their previous roles
as top management sales executives for
clients. The relationship between plan-
ning marketing strategy and planning
media strategy has always been a close
one.
"You can't make media recommen-
dations in a vacuum/' as a top JWT
media executive put it to sponsor. "As
agency services have been broadening,
media men have become more and
more exposed to other factors beyond
media buying that influence sales. Mar-
keting experts toda\ need to know a
great deal about t\ and othei media
and vice versa. It's almost axiomatic
that the two functions maj some da)
merge.
• There'll be a new breed of account
executives. As the men ultimatelv re-
sponsible for advertising plans made
for their clients, account executives
will need to know their client-" busi-
ness in depth, all the wa\ from the
laborator) level through the channels
of distribution.
An increasing number of top agen-
cies are hiring as account executives
men who grew up through sales or
product management rather than men
schooled in advertising agenc\ opera-
tion only.
"Even now it's uneconomic for an
agency to maintain both an advertis-
ing account executive and a marketing
expert on each account," a C&W execu-
tive told sponsor. "But clients require
the service, and most account execu-
tives don't have the background yet
to fulfill it."
• Top marketing experts will be on
top management levels. They will pro-
pose the broad outlines for a sales
strategy, which dictate media and
copy decisions.
"The effects ol such marketiiiiz-con-
sciousness will be apparent on all levels
of agenc) operation," said a Compton
media executive. "After the marketing
plans for a particular product have
taken shape, the information upon
which thev were founded will be an
invaluable guide to the media buyers.
The) II have available to them a pro-
file ol the product deriving not indi-
rectl) through the client or through
account executives only, but from a
first-hand source in the form of mar-
keting experts."
These trends have already become
apparent to various degrees in the way
several top agencies integrate market-
ing into their operations today. Here
are examples of different approaches
to the marketing function by some
major agencies:
Kenyon & Eckhardt: A recent realign-
ment in this agency, effected late in
spring, brought marketing to a top-
level management position. Maxwell
Ule. the newly elected senior \.p. in
(barge of marketing services, is actu-
allv responsible for four major agency
departments that fit into K\K "s broad
interpretation of marketing: media, re-
search, tv and radio, promotion.
"A marketing plan sets the pattern
for moving goods or services from the
MORE WAYS THAN ONE TO SKIN A CAT . . . OR TO SET U
McCann-Erickson
Personnel: Roy Anthony, v. p. of sales development, heads
up a department of 100, composed of 12 professional mar-
keting men, six creative idea people for sales promotion,
one packaging man, one display man, one premium man,
copywriters for promotion copy, artists for promotion art.
Purpose: To furnish clients with ''laboratory-to-consumer"
marketing guidance, advice on type, form and packaging
of product, pricing, cost of selling. Through three depart-
ment members who are on the agency marketing plans
board, knowledge i> translated into advertising strategy.
Personnel: William Nevin, v.p., director of marketing
development department, has 1 1 marketing specialists under
him, each with a long background in sales management.
Purpose: To maintain continuous trade contact to supple-
ment client's knowledge, provide basis for account group's
advertising strategy planning. Marketing is a separate
service department which digs up information other agency
departments (e.g. media, research, cop) I can use. Market-
ing men continuously work in field, observe market reac-
tions to sales and advertising plans. They create test
market operations, keep tabs on competition, advise client.
30
SPONSOR
producer to the consumer,"' Max Lie
told SPONSOR, adapting; a basic eco-
nomic interpretation of marketing into
agency terms. "My role is to help set
up standards or principles !<>r the
account groups."
These standards include a \ ai iet) "I
guidelines for an) particular client:
marketing strategy (including pricing,
packaging and distribution of a prod-
uct I : size of advertising budget; cri-
teria for media selection; media
combination:-.
The single most interesting aspect
of the reorganization is the fact that
the tv-radio programing department is
made responsible to the top-level mar-
keting man, rather than being grouped
under creative services.
""This is a logical development,"
says Ule, "Since the choice of an air
media vehicle is comparable to the
choice of one magazine over another.
It's a decision that must meet with the
client's marketing objectives. Whereas
the developing of the commercials to
fit into the vehicle is a creative func-
tion."
The ultimate responsibility for shap-
ing marketing strategy rests within the
account group. However, the account
executives can and do draw upon the
specialized know ledge provided l>\ ex-
perts in the promotion department,
headed 1>\ Hal Davis, v.p. in charge
of promotion. These experts, who work
on one or more accounts, actually
have a background in sales and sale-
management. They maintain continu-
ous contact with the trade and clienl
sales force and provide the recommen-
dations and information to the account
group that makes marketing planning
possible. Areas of responsibility in-
clude knowledge and recommendations
on form and packaging of product,
pricing, distributing, cost of selling.
Compton: Under Bill Nevin, v.p.. di-
rector of the marketing development
department, there are 11 men with a
decade or more in previous sales man-
agement experience. A common de-
nominator between Compton and K&E
is the fact that this department, like
K&E"s promotion department, func-
tions as a service department to the
account group and client in establish-
ing marketing policies: (1) pricing.
(2) test market operations. (3) gath-
ering and analyzing marketing facts:
(4) determining investment, spending
plans on new products.
"We look for marketing men who've
been sales managers, not admen, ' says
John Hisc. v.p. ami account super-
visor, formerly head oi the marketing
development department.
"Suppose, foi example, that a client
wanted to launch a new product. One
of our marketing men would help de-
velop a strategy, encompassing how the
product is to be in position, si/e and
price "I the pi oduct, along w ith anal) -
sis of competitive fact
It was in 1950 that Compton's de-
partment evolved to a new look.
changed its name from merchandising
to marketing, and made more special-
ized top-level -ales experience a re-
quirement for marketing men within
the department. The reasons its execu-
tives point to are broad economic and
business factors.
While their contact within the agen-
C) is principal!) through the account
executives, the knowledge provided b)
the marketing experts does funnel
through to such related departments
as media, for example, and helps set
patterns for media decisions.
The marketing experts are the men
who have continuous direct contact
with the trade and see the elTect of a
particular time buy. for example, on
the movement of goods. They're fa-
i Please turn to page 10') i
iKKETING DEPARTMENT, AS THIS AGENCY SAMPLING SHOWS
'ersonnel: Charles A. Pooler was v.p. in charge of market-
ig for purpose of coordinating media, research and tv-radio
departments. Now he heads agency's administrative section.
Account supervisors are expected to be marketing men.
Purpose: Account supervisor-marketing men are expected
to draw on service departments (research, media and the
newly created professional marketing division which spe-
cializes in pharmaceuticals), for knowledge to translate
into marketing counsel for clients. They coordinate knowl-
edge of local market situations provided by field men in
merchandising, store audit and research; advise client
on all phases of pricing, packaging, distributing product.
Kenyon & Eckhardt
Personnel: Maxwell Ule. senior v.p. in charge of market-
ing services, is man to whom media, research, tv-radio
and promotion heads report under this ad agency's set-up.
Purpose: To bring marketing strategy planning to very
top management level in agency and let advertising strategy
grow out of client's broad marketing needs. Agency feels
it's logical that tv-radio head report to top marketing execu-
tive, since choice of a tv vehicle is comparable to a media
selection between magazines. Buying any creative air media
vehicle is considered a marketing service function. Then
creative services come in to write commercials. Marketing
planning at K&F. (overs anything that affects sale of goods.
23 JULY 1956
31
liKiiiiiliiin.il Ike a Iwv ii
,\s\
Sales am
vised by,
tising; r
general •
I broadi
I. .lark
David
iales am
•asl ad planning are sup< i
Boyle, dir., radio-tv ad\ i
P. Reynolds, v.p. in charge
I son of company's founder
*"pj' c don'l believe in the term
'institutional' advertising. We like to
call it 'educational'."
This is how Jack Boyle, director of
radio and television advertising for
Reynolds Metals Co., Louisville, Ky.,
characterizes the aluminum compan) s
advertising program. M >< mt hall of its
total advertising effort involves net-
work television. Reynolds, after live
years of tv. this season will spend
about $3.5 million to sponsor the new
syndicated film. Circus Boy, on 108
NBC-T\ stations.
Sponsorship of the tv program has
one objective: "To reach the most peo-
ple as frequently as possible.' says
Bo) le. "\\ c adv ertise on the basis that
the more people know about alumi-
num, the more they are going to want
aluminum in the products thev use.
Ilii- I- win Reynolds Metals, in
addition to selling it- own consume]
products, al-o promotes the entire
aluminum industry. This ad approach
was pioneered bv Reynolds in 1951,
when it was the first metals concern to
enter network television. Since then,
all of its major competitors have begun
using tv. and main allied industrial
Efifi fries oh' the stove
Rex Marshall. Reynolds' tv
sales pel sonalit) . shows con-
ductivity of aluminum: cooks
egg awav from the slov e heal
Product use: All network tv commercials are
live, show aluminum or Reynolds Wrap foil in
actual use. Cadillac grille is gold colored anodized
aluminum. Advantage is it's lightweight, rustproof
lor the Indie- : Helen
I i'» i- handle- l"il com-
mi i , i.il-. -liiiw - it as
baking dish lining in
cooking demonstration.
She talks about array
,,i ii-. - ,n ound the home
mollis M('(;ils SOUS <'OII<M"|»ls. consumer
miicts in same way: tv demons! rat ions
funis are moving into the medium.
Muminum Co. of America went into
network t\ in 1953 with Edward R.
\!ui row's See It Now on CBS TV. It
now sponsors the Alcoa Hour on alter-
nate Sundaj nights over NBC TV. On
2 July, Kaiser began the Kaiser Alu-
minum Hour to he shown alternate
Tuesday nights on NBC TV. Alu-
minium Ltd. of Canada is beginning
its second year as a subscriber to Om-
nibus, which this fall will be telecast
on Sunday nights by ABC TV.
U. S. Steel, a competitive producer
in a different metals line, continues
with the U. S. Steel Hour on alternate
\\ ednesdav - \ ia CBS TV.
Reynolds executives are delighted
that the other big aluminum makers
are using tv in similar fashion to make
the public aluminum-conscious. "The
more we all advertise, the more of an
impression we'll make on the public,"
sa\ s 1 ).i\ i<l I'. I!i" iiolds. \ .]>. in charge
of sales. "The more the public knows
about the qualities of aluminum, and
the availability of it in different types
of products, the better off we are."
The aluminum industry is much
"better off" than in its pre-tv days.
Each of the big foui companies
Ucoa, Reynolds, Kaiser and Alumini-
um Ltd.- todaj turns out more pounds
than the entire industry did before
World War II. Lasl year, there were
1,560 million tons of aluminum pro-
duced— more than double 1950 pro-
duction. Reynold- Metals in L943 pro-
duced only about nine per cent of the
U. S. total, some 159 million pounds.
In 1955 it produced at the rate of 850
million pounds, and contributed about
28' • of the total national output of
aluminum.
Both Reynolds and the entire alu-
minum industry are getting impressi\c
di\ idends from the t\ investment.
"But television 1>\ itself is nothing,"
-a\- P>u\ le. "'It lias to he a well planned
part of an over-all advertising pro-
gram, and it has to be merchandised.
We don't stop at the point where
pie tune the tv set to our show. We're
(Please turn to page 102 1
Aluminum components: Reynolds makes Do li Yourself items for
consumer sales as well as industrial products such as the length of irri-
gation pipe which Hex Marshall demonstrates for use in drought areas
Fabricator support: Manufacturers using alu-
minum in their products gel a sales push in com-
mercials like this one featuring a hot-water heater
Foil packaging: Reynolds pushes its quality seal, issued to all manufac-
turers who package their products in heavy-duty foil for freshness, pro-
tection. Company services 100 such clients in the packaging division
Just for fun: Helen and Rex giw I lulu
commercial for Reynolds \\ rap, model foil hat and
foil false face a< unu-ual uses for the product
1«0 tt°v
y^ «<%, >«"; «t. *
1/ r< ■' /.■ made
he fid lines
across I .S.
This one
fromN.l .
Herald-
Tribune
■<'■". ,.:v->c
a.*t
101
*r.
Train-truck crash near Milwaukee gets quick, on-the-spot radio coverage bj WEMP's Don O'Connor
Scoops for a sponsor
News gets quick airing in Milwaukee; public loves it
WRECK
AS COVERED BY WEMP
jf4 speeding passenger train loaded with nearly a thousand grade school children
hound for a holiday at Milwaukee to see the Braves plaj the Brooklyn Dodgers was
hit by a loaded gravel truck on the morning of 7 May at a remote grade crossing in
Waukesha County, Wisconsin. More than 100 persons, mostly children, were injured.
\\ illfm a half hour of the disaster, the news staff of radio station \\ IMP. Milwaukee,
found itself in the middle of this story, one of the biggesl of the year.
The wreck occurred at 11:30 a.m. Within minutes. WEMP gol its first news tip from
one "I the five count) correspondents il re'ains. The nexl step was to verif) the tip.
1 Wreck happened at 11:30 a.m. At 12:03 p.m. ^ By 12:30. \\ EMP's O'Connor is at scene of
■ WEMP scored a break, broadcast bulletin •-■ crash, broadcasts intej
34
SPONSOR
Newsman Gene Bernhardt gets first-
hand report from one of 113 victims
4.
Farm couple mi whose land wreck <ic-
,iii i ill desci ibe accident foi i e< oi ding
5.
Hack at WEMP, Newsman Bob Witas
rushes latest repoi i to new - annoum • r
News staffer Gene Bernhardt got through a call to the
Sheriff's office in Waukesha County, confirmed the report,
and broadcast the first bulletin a few minutes past noon,
scoring a newsbeat over other stations.
With the sheriff's report of "30 to 40 stretcher cases,"
Bernhardt alerted the WEMP mobile unit. Don O'Connor,
news director, sped to the scene of the crash 22 miles away
and at 12:30 gave the first of four direct broadcasts by
short wave from his "spot news" car. Bob Witas, night
newsman, was called in to complete staff coverage and to
prepare bulletins fur news announcer Redd Hall.
\< cident victims were interviewed. Tape and telephone
"beeper" recordings were made of these and all were tied
i ' ether into a dramatic coherent news story.
AS COVERED BY WXIX
M* aced with a municipal election of major importance
on 3 April, WXIX, the only Milwaukee tv station without
newspaper affiliation, decided it had only two choices: give
up the fight or organize for coverage.
The latter decision led to a joint effort between WXIX
and radio stations WEMP, WOXY and WRIT, all smart-
ing from a news-beating in the March primary elections.
Staffs of the four stations pooled their resources for elec-
tion night coverage which demanded that 526 precincts be
reported accurately and quickly. Over 400 people were
involved, with nearly 60 on camera. The effort was pre-
sold with a saturation of radio and tv announcements.
Lou Ehlers Buick. Inc. bought the telecast on all stations
through Robert J. Fairman Agency.
Photo (1) shows special lines being strung to WXIX
studio to accommodate 20 extra phones. Photo (2) on
election night shows station personnel tabulating returns.
Photo (3) reveals the turmoil of a<tivit\ at WXIX Studio.
1.
I
fil
2.
^^
1^8
o»> *' w
1 fl
M
r ^^^ ^^ ~~\
23 JULY 1956
35
How lo get the most
out of a local radio personality
Look for the pluses and extra impaet which local names can deliver
Ij et's sa\ von bu) spot radio. You
use local personalities— a farm direc-
tor, a new -caster, a homemaker, a disk
jockev. a general-appeal narrator, a
sports broadcaster.
^ ou bu) a specified amount of time
either an entire program, or a par-
ticipation within a program. But what-
ever the length of time, you re first of
all buying that intangible known a- a
radio personality.
\\ h;il happens then Y
Are you contented with merel) -hip-
ping your copy script or e.t. to the
radio station and having it transmit-
ted? Or are you interested in getting
a few of the more legitimate "pluses
which mean you'll be able to put extra
impact and punch into your personal-
ity's sales message'.'' SPONSOR uses the
term "legitimate advisedly, because
there's an even thinner dividing line
between what a radio station and a
station personalit) can justifiably give
the advertiser in the was of extras, and
what many an advertiser comes to ex-
pect a- a free ride in the mystic realm
of merchandising.
Men handising i- a many-meaning
word. It can mean everything from
sending out a pennj postcard to a
1 1 Mud i,, checking im no\ ei <>u a dog
food item in a chain of 500 food
stores. Because ol a universal fuzzi-
in'" in the semantics of the word
merchandising, SPONSOR is limiting this
report to one thing: a summary of
some ideas which advertisers can use
lo take maximum advantage of their
local air personalit) schedules.
Some ol the things which the local
Godfrej s (I., f(,r client \ ei ■>■ on so-
ti i med merchandising. ( Mher actn ities
-how plain, common sense in that the)
36
Half a job: You're only getting half your
i ley's worth il you don't use talent's lull
selling power. For pointers, see facing page
help give the advertise] lull value for
his money. But the) don't give him
more \alue than he deserves. In this
area of purchase, as in all others, the
Inner get- just ahout what he pa\s for.
sponsor has queried a cross-section
ol advertiser, agency, station repre-
sentative and network personnel to
determine some ol the steps advertisers
can lake to get the most from their in-
vestment in local radio personalities.
Man) oi these check-points appl) t<>
all t) pes of products and to all l\ pes
of talent, whether il s a farm directoi
advertising poultr) Iced oi a home-
maker selling a new brand of bab)
food to the Ladies. I he ramifi< ations
ol how a bu) ei and a seller can i o-
operate are numei ous :
1. Tell the radio personality and sta-
tion management your sales problem.
The advertising you buy won't be
effective or efficient unless the media
people involved know exactly what vou
expect from them and from the mar-
ket.
Edward \\ . Wood. Jr.. gen. mgr. of
Housewives Protective League, CBS
network-owned personalit) package
piograni. analyzes it this wav :
"Today it's not enough just to be a
good air salesman. The local per-
sonality has to have an understanding
of the advertising problem to be suc-
cessful. And he has to know the
problem of the sales manager, not jusl
the advertising manager.
When the local station management
and the talent understand the nature o|
the sales problem, thev can start to
tailor-make their collective radio solu-
tion to that problem.
2. Tell the radio people ahout youi
product and your plant.
Once v our air sale-man knows your
selling problems, and radio station
management comprehends what youi
advertising uoals are and how the ra-
dio schedule implements those goals,
all of these radio people should know
everything about your compan) and
the product j ou manufacture.
I he) should know more than v our
i dpv script or cop) outline tells them.
To sell most effectively, the) need to
have answers to these questions:
• \\ hat products do j nake?
• \\ hat is \ our competition?
• \\ In are j our products supei ioi
or unusual .'
• \\ here and how arc thev manu-
factured ?
• What is youi company's history?
i Please turn to page M'T i
SPONSOR
FIVE CHECKPOINTS FOR PERSONALITY BUYERS
1
Tell radio
people your
problems
Advertising won't be effective or efficient 'til local radio
people know exactly what your sales problems are. Step 1:
Explain what you expect the personality and station manage-
ment to deliver, as well as what you expect from market itself.
2
Explain your
product and
your plant
Brief your local air salesman on company history, policy and
philosophy — and don't forget to detail the "whys." Outline
the competition, your manufacturing operation, why you're
good. And send your air salesman samples of your product!
3
If possible,
get talent
exclusive
S^i
J4L
Get a franchise on your newscaster, d.j. or farm director.
This will give you stronger identification from him and with
his audience; it'll rule out competition from buying same
personality, give you an off-hours ambassador at all times.
4
Develop
copy ideas,
techniques
Tailor the copy wording or pacing to the personality you
buy. Let talent use same technique in selling that they use
in entertaining. That's what got the audience to begin with!
Whenever possible, give them freedom in style of delivery.
5
Enlist the
talent's
cooperation
Merchandise your local radio personality in your other
advertising, in direct mail and point-of-sale, at dealer meet-
ings, in personal appearances. Encourage cooperation all
down the line, in and out of the studio, on the air and off.
23 JULY 1956
37
Late-night movies don
Harold F. Ritchie Co. acl budget soars 50-fold, from some S50(
*
>>
M- here are a number of principles
which govern the buying of media.
One is the theor\ of recenc\ . and the
other is the plain old law of eco-
nomic -."'
This ■> how Donald Keenan of the
advertising and marketing division of
Harold I'. Ritchie, Inc., Clifton, N. J.,
explains the theory of bu\in<: late-
night television time for Brylcreem
hair dressing.
Psychologically speaking, the theory
of recenc\ simplifies to this concept:
people are the most re< eptive to things
Hi tmmrt
BRYLCREEM
thej hear immediateK uj>on arising or
immediateK before retiring, particu-
larly if they are personally concerned
with what they hear. In the case of
Brylcreem, late-night sales messages;
just before men retire come under the
"recency" part of the theory.
The economics are even simpler.
Late night time periods are cheaper.
"We get home coverage at moderate
cost," says Keenan, in describing the
buying trend which Brylcreem pio-
neered four years ago.
Because of the less costly announce-
ments available during the post lit
p.m. hours, advertisers are flocking
en masse to these hours in an effort to
climb on the (relatively) low cost-per-
1.000 late-movie bandwagon. They're
having tumble getting these good
after-hours availabilities, but Ritchie
— and Br\ Icreem — are set.
Since L953, Ritchie has made exten-
sive use of late night time for its
"World's largest selling hair dressing."
The pattern is the same for all 106 t\
stations which Br\ Icreem uses.
Early in 1952, Bnlcreem's tv ad
BRYLCREEM
forVmor. Hair Grooming
Sales magic ai "ihv witching hoar"
Mosl Brylcreem buys are participations in film
shows since many Iv outlets program feature
films late at night. Announcements, combining
Stop-action and live, rim 5 per week. 52 weeks
es for Brylcreem
years ago to 82-83 million today
ENO sparkles on tv, too. Signing fur Tonight, NBl I \ -
from 1, D. Hay, sale- v. p.; Maurice Hair, pres.;
Allen: J. O'Connor, flil. sis. mgr.; D. Keenan, advtng
budget was set at a minimal figure for
a two-station tv test. Today, the spot
tv budget is 90' \ of the total alloca-
tion, and runs somewhere between $2
and S3 million annually, according to
Television Bureau of Advertising fig-
ures. In the fourth quarter of last
year, alone, Ritchie spent §703,303 for
spot tv, according to the same source.
Ritchie's sales of Br) lcreem ha\ e
shot ahead remarkably in the past two
and one-half years, with growth accel-
erating in every tv market in which
the advertising is carried. In main
I .S. markets, Brylcreem is now the
number two cream hair-dressing, with
the end nowhere in sight.
World-wide, the cream hair dressing
moves at the rate of two packages a
second. 00 million packages a year, 20
tons a month — making it the largest
selling hair dressing. It was the first
of all the cream style dressings now
on the market.
In the U.S., Brylcreem is manufac-
tured at Clifton, N. J., in a modern
plant with several new wings now un-
der construction. Here Maurice Bale,
president of the U.S. operation, plans
marketing strategy with his sales and
marketing team. It's here also that
Bales 20-year background in the sales
and marketing of drugs and toiletries
is profitably applied to building the
sales of Ritchie products — Brylcreem,
ENO Sparkling Antacid. Scott's Emul-
sion and Scott's Emulsion Capsules.
How did Br\ lcreem get "way out in
front""':'
"Three factors are important," says
Keenan. "Inherent quality of the prod-
uct, strong advertising and good mar-
keting and distribution."' The Ritchie
distribution team is headed by Doug-
las Hay, vice president in charge of
sales, and John O'Connor, field sales
manager.
"Externally, however, the biggest
single influence on Brylcreem's indus-
try position is tv." adds Keenan.
J. \\ . \therton. president of Ather-
ton & Currier agency, New York,
agrees. He has handled the Brylcreem
account since the product was intro-
duced from England. In his opinion.
"tv is the best medium for us. We
tried it; it produced. We expanded,
and it still produced. It gives us the
most results for our advertising dol-
lar."
Television delivers the time and the
audience, and sets the mood for con-
sumer receptivity. Then Brylcreem
moves in to sell.
Here's how it sells with spot tv.
It buys high-rated late-night
1.
time.
Announcements are usually aired
in late-night films anywhere from 10
p.m. to 1 a.m.. depending on the living
habits in each locality. In the .Mid-
west, for example, people go to bed
earlier than they do in the East. So
Midwest spots hover nearer the 10 p.m.
mark whereas Eastern markets and
some on the West Coast tend to move
back to the midnight and post-mid-
night hours.
Ritchie bu\s adjacencies and par-
ticipations on the basis of audience
delivered. Keenan and other company
marketing specialists working with
President Bale check market data
closely, and switch buying as audiences
dip. The company estimates it reaches
1,000 tv homes at an average cost of
$2.50 nationally.
2. It hits the bigger markets.
I Please turn to page 92 )
The plot: Boy meets girl, boy buys Brylcreem, boy yets girl
Specially designed puppets, made in Germany, appear in 12-second element in all min-
utes. Boy with unruly hair chases blonde. After he uses Brylcreem. she chases him
ll
23 JULY 1956
39
Illlll Til SEIJ
III. POINTERS ON USING TV
I Can political candidates bee*
perts' advice shows /ioir ptm
• The folloiving article concludes the
SPONSOR scries on the use of air media
by political candidates. In our last
issue (9 July) were articles which cov-
ered (I) plans of major parties in
forthcoming campaign and {II) phi-
losophies on candidates, use of tv.
Jf#on't get up too fast, or you'll hit
your head on a sound boom!"
That warning is typical of the basic
tv instructions state and local political
candidates require. There's a vast dif-
ference between the professional air
media guidance available to the Presi-
dential candidates and the kind that
state or local funds can buy. Yet both
parties expect their local and state
candidates to use television more ex-
tensively in this election than during
any previous campaign.
How then can the local and state
candidate make sure that he's using
air media most economically and to
best advantage?
First of all, both major parties have
put out pamphlets instructing candi-
dates on use of tv in particular. Sec-
ondly, this year, ABC TV has initi-
ated a new program to help political
candidates — tv coaching schools. Also,
many individual stations offer their
professional guidance to candidates.
"Most of the big names in politics,
running for national offices, are tele-
vision veterans," says John Dalv, ABC
TV v.p. in charge of news and public
affairs, "but on the local and state
levels, there are hundreds of candi-
dates— for judgships, state legislatures,
city posts, some even for Congress —
who never have appeared before a tv
camera, but who will want to use tv in
their campaigns this year. It is pri-
marily for their benefit that the ABC
TV stations are setting up these
schools."
ABC TV stations that have picked
up the network's suggestion for a Tv
Coaching School have found lively re-
sponse on the part of candidates. Some
of the stations enlisted local college or
other school cooperation for their
coaching schools. For example, Fred
Weber, general manager of WHTN-
TV, Huntington, West Va., said his
station "will participate fully in the tv
coaching school. We can probably tie
in with Marshall College and the high
schools."
Help to candidates is being offered
by many stations, network affiliates as
well as independent operators.
Tv coaching class (below) at WABC-TV. New York, is one type of
station help being offered to candidates for forthcoming campaigns.
With more than $100 million expected to pour into tv from party
coffers, candidates are seeking expert advice fur their tv debuts
pOC/f'CAL
CANDlOATE
ff/OOi-
SPONSOR'S roundup of ex-
t sell themselves on the air
In some cases, stations had had pre-
vious experience with tv seminars for
professionals in other fields. General
manager Martin Umansky of KAKE-
TV, Wichita, Kansas, wired, "We have
held similar schools here for advertis-
ing men and clergymen."
By mid-June, 28 political candidates
had registered for the tuition-free tv
classes held by WXYZ-TV, Detroit,
Mich. The course offered by that sta-
tion is typical of the help the ABC TV
stations are giving to political candi-
dates. The studio manager, John Lee,
supervises the training program, while
executive producer Peter Strand and
news editor Richard Femmel conduct
two different classes.
Part of the curriculum is learning
studio techniques and production prob-
lems from the performer's point of
view. Candidates are coached in such
essentials as signals from the director
and "playing to a camera." They also
learn what types of clothes televise best
and how to use make-up when neces-
sary.
Another station, WGR-TV, Buffalo,
N. Y., actually appointed its news di-
rector, Charles Warren, to teach fun-
damentals of tv writing and presenta-
tion, so that candidates will key botli
their speeches and their tv approach
to the medium.
To get a precise picture of the best
use of air media for selling political
candidates, SPONSOR interviewed radio-
tv experts for the two major political
parties, the ad agencies handling the
two national committees for the par-
ties, and network sources.
Advice from the experts, both at the
advertising agencies and from station
and network news staffs, on most ef-
fective use of television by individual
candidates falls into two categories:
(1) how to buy the time; (2) how to
use it in the most effective manner.
{Please turn to page 86)
10 TV TIPS FOR CANDIDATES
1 Spread budget by buying 5-, 10-minute segments. It's diffi-
* cult to hold viewers' attention for longer than 15 minutes, espe-
cially on local issues. Also, you will reach a broader audience with
more frequency if you buy short periods rather than one long one.
O Check the station rates. Political candidates are usually en-
titled to the same rates as commercial advertisers buying equiva-
lent time. Where there are local rates, it is well to query station
management about requirements and find out if you are eligible.
O Relax and be yourself. Tv cameras pick up phoniness and in-
" sincerity. Test your speech by making it in your living room.
When you're on tv, you'll be talking to small groups in their
homes. Pounding desks and flowery oratory has no place on tv.
A Use visual aids. Illustrating one or two points in your speech
' with a picture or a chart can liven your presentation. But make
sure that the figures on your chart are legible on the tv screen,
and don't clutter up your speech with too many visual devices.
C Use prompters. You'll be more relaxed if you don't have to
rely on your memory for every word you say. But rehearse the
speech with the prompter first, so your timing will be correct,
your movements on camera natural. Prompter follows your speed.
C Get informal setting. It's dull to listen to a man who sits
' behind a desk all the time. Try to use your setting on tv as you
would use it in your home or office. If it's a library, you can get
up and walk around, but let cameramen know ahead of time.
7 Consult station men about your clothes. White shirts, for
" example, reflect a glare into the screen. Light blue comes across
as white. Also, the bright light of tv studios will emphasize
any sloppiness in your appearance, like wrinkles in your suit.
O Avoid jewelry. Most jewelry reflects a distracting glare from
' tv lights. If you must wear a certain tie clip, ask station director
about it before air time. But don't worry about wearing eye
glasses. Studio lights can be adjusted to avoid reflection.
ft Don't make abrupt moves. If you get up too fast, you can hit
' your head on a camera boom. Or, if you don't plan your moves
ahead of time with camera crew, the cameraman might lose you
during part of your speech. Always move slowly and deliberately.
in Follow make-up suggestions. It's not affront to you if the
■ station director suggests pancake or powder for you. Even a
healthy tan might not televise well or reflect a distracting glare.
Make-up can be to you what visual aids are to your speech.
23 JULY 1956
41
THIS DATA HELPED INFLUENCE TIMEBUYER IN MAKING BUY
Cost per thousand housewives reached
TIME
WXXX-TV
WYYY-TV
WZZZ-TV
m-f
sa
sun
m-f
S3
sun
m-f
sa
sun
8:45 am— 12:00 n
0.68
1.71
3.04
0.38
0.55
0.52
0.52
0.62
0.81
12:00 n — 5:00 pm
0.59
1.04
0.43
0.36
0.61
0.47
0.56
0.53
0.52
5:00 pm — 6:30 pm
0.43
.86
0.58
0.91
0.81
0.99
0.95
1.07
0.53
6:30 pm — 7:00 pm
2.25
1.09
2.21
0.53
0.69
1.54
1.74
1.73
0.54
7:00 pm — 10:30 pm
1.39
1.69
1.19
1.09
0.75
1.03
1.57
1.75
1.76
10:30 pm — 1 1:00 pm
1.65
1.19
1.00
2.89
1.08
3.66
1.48
0.78
2.57
1 1 :00 pm — sign-off
2.26
1.46
1.73
1.31
3.66
3.66
1.10
1.15
2.77
Tuhularions are based mi average four-weeik cumulative housi
.null' n- < reached in the indicated Hme category PigureB were
gotten by dividing average number of housewives reached into
.!■•! of timi -Nil Costs baaed on package plane where po
This charl was second step in determining which stations to buy
in "Southburgh." It- purpose: to -how where advertiser's customers
could be reached most efficiently. Cost- in heavj type were a factor
in final purchase decision. All stations an- \lif with approximately
same coverage patterns. For weeklj ro-t-per-1000 in recommendation
on facing page, separate calculations were made using Nielsen data
How to sell time - - to your client
Even when the timebuyer knows he's made the best buy. sponsor can still
pose embarrassing questions, lis well to anticipate and have the answers
by Sam Vilt
The writer was associate account ex-
ecutive at Biow Company, timebuyer
for Benton & Bowles; was also at CBS.
t^ uddenl) from the darkness the < li-
enl - head appeared, and he began
asking questions (one ol his deplor-
able habits i .. .
CLIENT: \\ hy do \ on want us to buy
ilii- station? Doesn'l the other one
show up on Nielsen a- reaching more
of our custon
1 1 \iihi *i i R: i Egg on face, i
client: II this othei station is
cheaper, wh) didn't j ou recommi nd
thai ? \\ ouldn'l we uet mon an
nouncements? Plus merchandis
timebi VER: (More egg, scrambled) .
The recurring nightmare to time-
42
bu\ers when tliey first begin buying
time is often something like this. The
questions and no answers. Variations
in interrogators would substitute their
account man, or media supervisor, or
even the manager of the station not
recommended.
But it becomes apparent after some
thought and time that there is a \\a\
to lni\ which precludes situation- such
as those in the nightmares. \iul basi-
call\ the wax is simple. It requires
ol the buyer primarily two things:
ill to discover where in a market a
client's potential customers are listen-
ing and looking, and (2) to determine
uli.ii broadcast facilit) offers the best
efficient j l"i i eai hing these people in
term- ol cost-pei -1,000 \ iewei -.
Answering these questions also is
a siderable wa) toward Fulfilling
the timebu\er"s job responsibility
I since that responsibility is showing a
client how to reach as many potential
customers as possible, as frequenth as
possible, and at the best price). The
answers in addition furnish a solu-
tion to the problems of: I I I how to
avoid being put on the spot bj \our
client, and (2) how to make your
recommendations stick.
\n illustration of how these an-
swers can be realized max be -ecu in
the following actual case-history. The
problem handed the timehmer here
required a television spot schedule rec-
ommendation for a producl whose con-
sumers weie principall) housewives.
I he market to be bought was a three-
channel television market (here called
Southburgh I : the announcement- were
i Please turn to page L06)
SPONSOR
THIS WAS RECOMMENDATION THAT SOLD CLIENT ON THE BUY
To: The Client
From: The Timebuyer
Re: Southburgh - Spot Television Schedule
As requested we have examined the Southburgh market in terms of
using a spot television schedule (20-second commercials) for 52 weeks
at a budget level of approximately $24,000.
On the basis of this examination, and within those limits defined above,
it is our recommendation that Product "A" buy schedule of 10 spots
weekly over stations WYYY-TV and WZZZ-TV. A recommended purchase pattern
follows. As you will note, the pattern suggests a greater number of
spots for placement on "best food" days in order to heighten Product "A's"
impulse-buying value.
Reasons supporting this recommendation are:
1. Use of WYYY-TV and WZZZ-TV gives Product "A" access to an estimated
58.7% share of the housewives viewing television in Southburgh
(Nielsen) ;
2. With considerable frequency (see media detail below) of commer-
cial impact ;
3. At a cost per thousand viewers (housewives) of only $1.82 (total
viewers cost per thousand approximately $1.00).
Recommended Purchase Pattern:
STATIONS: WYYY-TV: Y; WZZZ-TV: Z
Time
Mon.
TllfiR.
Wed.
Thurs.
Fri.
Sat.
8:45 AM-
Y
Y
Y
Y
10:00 AM
Z
Z
Z
10:00 AM-
Z
Z
Y
Z
Z
12: Noon
12:00 N -
Y
Y
Z
Z
Y
3:00 PM
3:00 PM-
Z
Y
Y
5:00 PM
Media Detail :
STATION : WYYY-TV WZZZ-TV COMBINED
WEEKLY SCHEDULE: 10 20-Sec. 10 20-Sec. 20 20-Sec,
WEEKLY COST: $170.00 $290.00 $460.00
WEEKLY COM'L IMPRESSIONS (HOUSE-
WIVES): 114,625 137,675 252,300
AVG. WEEKLY COST-PER-1, 000
(HOUSEWIVES): $1.48 $2.10 $1.79
May we hear your decision on this market as quickly as convenient?
Should you have any questions regarding the above, please let us know.
23 JULY 1956
43
How's \M doing nine
months after its television test?
Impact of 26-week campaign proved sufficient to keep sales high during
period after test in which no tv was used and current period of low-level tv
WW hat ha* happened to the sale of
Burnham & Morrill's oven-haked beans
and brown bread in the Green Bay,
Wis., area since the 26-week television
test which sponsor reported last year?
The test ran from 24 January
through 22 July 1955 and succeeded
in raising sales of the B&M products
98% compared with the previous year
when no television or other advertis-
ing was used by B&M in the Green
Ba\ area. But what happened next?
Did the results prove only to be a flash
in the pan?
The chart at right tells the story. It
shows month-by-month sales (by doz-
ens) of the B&M test products for
1954, for 1955 and for the first four
months of 1956 (only 1956 figures yet
tabulated at presstime).
The figures show that the $12,500
tv test campaign of six announcements
vw'i-kK <ni \\ I! AY-TV, Green Bay, was
so successful in building a following
for the B&M products that the com-
pany has since been able to maintain
the product on virtually the same sales
plateau with a considerably reduced
television campaign of two announce-
ments weekly.
Be< luse Burnham & Morrill and
W BAY- IV General Manager Haydn R.
Evans wanted to see whether the im-
pacl "I the initial l\ eampaign would
maintain sales for any length of time
without tv, the company dropped tv
for 13 weeks after its 26-week test.
Sale- -I I up well. They continued
far ahead of the same months for the
previous year, while dropping from
the seasonal high point established in
Jul) I see charl i .
The ln-l foui months of this yeai
Compared w itli last \ ear tell the mo-l
interesting story. In January through
May lasl j eai . the tele\ ision test cam-
44
paign of six announcements weekly
was in full swing. This year in the
same period only two announcements
a week were used. Yet because the
ground was broken during that test
period, this year's two weekly an-
nouncements have kept sales on virtu-
ally the same level in the test area.
Burnham & Morrill assigned tele-
vision a challenging mission when it
entered the medium for the first time
in Green Bay last January. The Port-
land, Me., firm's oven-baked beans had
been sold in the market for many
years. They had good distribution but
were bought by only a small band of
consumers willing to pay premium
prices for the special flavor oven bak-
ing imparts. The other product put to
the tv test was the company's brown
MONTH-BY-MONTH B&M SALES BEFORE, DUB
JANUARY
FEBRUARY
°By dozens of 18 01. and 27 oz. beans an.l
SPONSOR
bread. This one, in addition to minis-
cule sales, had incomplete distribution.
As SPONSOR readers who followed
the series of B&M articles which ap-
peared in these pages last year know,
B&M termed television completely suc-
cessful in raising the level of sales for
its oven-baked beans and opening up
distribution for the brown bread. "The
results are unbelievable." as B&M's
ad manager, W. G. Northgraves, put it
al the conclusion of the test last July.
The B&M campaign was the first
test in media history to be reported
openly in a trade paper on a week-by-
week basis so far as is known. Sales
were reported in terms of dozens of
cans of the products sold in Green Bay,
Wis., and 11 other communities within
a 100-mile radius. Among the interest-
Commercials arc done live by Hal O'Hal-
loran. shown with barbecue. Program used
is called Party Line, i- morning service show-
ing findings in the test was the fact
that television could sell to consumers
50 to 100 miles away from a tv trans-
mitter. In the radius of 50 to I'll)
miles from Green Bay, B&M sales rose
66%. (In the area within 50 miles of
Green Bay, sales rose 116%. The aver-
age sales increase over the whole area
was 987. • »
One of the most dynamic effects of
the test has been upon the grocery
trade throughout the area. It sold
them on television effectiveness. Re-
ports Haydn Evans: "We know of
dozens of instances where grocers have
recommended WBAY-TV to national
food accounts. My guess would be that
we've obtained a minimum of $100,000
in food advertising during the past
year as a direct result of the B&M
television test."
Burnham & Morrill itself has not
moved into television beyond main-
( Article continues next page)
AFTER 26-WEEK TV TEST IN GREEN BAY, WISCONSIN, AREA
SEPTEMBER OCTOBER NOVEMBER DECEMBER
2,961
1,731
NO TV
1,028
787
1,238
1,960
3,018
1,679
DROPPED TV"
►14
1,261
2,135
TOTAL FIRST
FOUR MONTHS
5,645
►I
9,246
—RESUMED TV^
<2 anncts. weekly)
►I
IPLETED BY PRESSTIME
9,205
ANNUAL
TOTAL
18,616
35,911
in Creen Bay, Wis., and surrounding area
23 JULY 1956
45
HOW'S B&M DOING? (Continued)
laining the Green Ba) announcements.
Just why? sponsor's own analysis
based on discussions with company
executives is that the compan) is re-
luctant to invest in the medium on a
broad scale because it feels it does not
have a large enough budget to do an
effective job in all of its markets, i Bud-
get is an estimated $250,000.) Vmong
the problems the company feels it
would face: i 1 i getting good time;
(2) spreading it-elf too thin in each
market to make an impact.
sponsor's own guess is that B&M
will eventuall) tt\ tele\ ision in several
larger markets in an expanded version
of the original (ween Ba) test — using
late-evening time to spread its dollars.
II it found this tack successful at a
price it could afford, sponsor believes
B&M would soon expand its television
advertising.
Commercials used during the initial
26-week l\ tesl and in the tv campaign
since were credited b\ the client with
playing an important part in influenc-
ing consumers. The) are live and use
a local WBAY-TS personality. Capt.
Hal O'Halloran. O'Halloran is a vet-
eran performer who does a children's
program on the station. He works
from a cop\ platform supplied by B&M
and its agency. Dowd, Kedfield &
Johnstone (Boston and New York l.
In addition, O'Halloran gives the com-
mercials a personal endorsement at-
mosphere. His two weekly one-minute
announcements are inserted in a
wBAY-T\ morning service show
called Part) Line.
The objective of the tv selling is to
establish a difference between l!&\I
oven-baked beans and the garden va-
riety cooked-in-the-can beans. The dif-
ference is particularly important for
B&M to put across because it must
serve as the justification for paving a
higher price. Here"- a quote from
George Farah, owner of Farah's
Supei Market in the Green l>a\ area,
which shows what tv has been able to
a< complish :
"Before that advertising started, m\
clerks had to do a lot of explaining
wb\ B&M bean- urn- so high-priced.
There's no argument toda) ."
E. II. Rasmussen, buyer for the Red
Owl chain - eastern division (covering
the Green l!a\ area I -aid: "The sale
ol Ih\\I bean- for the fii-i five months
■ ■I L956 weir up approximatel) 2.V;
ovei the same 1955 period. Since
those two weekl) spots are on in 1 1 1< ■
da) time, we naturall) dun i see them.
I > 1 1 1 tbe\ must be working. * * *
46
lllllllllllllllll
•jut****
w>
c#
tfW*
When "Noon" arrived, its
audience was waiting
Marriannc Moore and Joan Denier, pulilie relations -latter- who
joined in telling 3.000 people "It happens at Noon on WSM-TV"
ff hen \\ SM-T\ - \<>on took to the air in Nashville, Term.,
75$ of the program's available commercial time had been
pie-sold. Three days later the hour show wa- sold out and
within a week the station's sales department had to compile
a sponsor s wailing list.
I)\ means ()f a carelulK organized campaign, listeners and
advertisers alike had been teased into accepting the hour-
long woman's service show before it ever signed on the air.
Step b\ step this is how it was done:
\ month in advance of the premiere the title \oon was
flashed ovei \\>\I-T\ periodical!) without explanation. The
message was then expanded to ""It happens at \oon billowed
b\ "It happens at \ oon on \Ionda\ !
Two weeks prior to the Premiere, ads reieterating "It hap-
pens at Noon!" were run on ever) page ol a local t\ maga-
zine loi two issues. During the last week ol the promotion
further audience interest was created when 3,000 phone calls
were made l>\ a stall of ten girls who delivered the simple
message "It happens at \oon next Monda) on WSM-TV.'
[*o sell advertisers the station's sales staff prepared a
brochure foi sponsors occupying the hour to he absorbed
b) \<><m and each of them bought participating time.
To attract new sponsors post card- were sent out to local
ad agencies and national reps thai repealed the "It happens
al Soon" theme. End result: a sellout al Noon. * * *
SPONSOR
Look out, Mars
Murray' s Coming !
For seven years Murray Cox's Annual WFAA Farm
Study Tour has taken hundreds of interested people on
trips that range from Alaska to Bermuda, from Canada
to Cuba.
Each year the tour is filled to capacity, and everywhere
it goes it is royally entertained by municipal officials and
agricultural leaders. Though it hasn't yet been to Mars,
there's no doubt Murray will get around to it, if he thinks
there are any farmers up there.
For Murray Cox is the dean of Texas radio farm direc-
tors and his reputation extends far beyond his own state.
His farm news on WFAA is among the Top Ten* programs
popular with North Texans and what he says makes
mighty important listening to them.
If you sell anything farm families buy — and today that
includes just about everything from airplanes to zippers —
let Murray sell it to WFAA's big* farm audience. Your
Petry man can give you the details.
820
50,000 WATTS
WFAA
570
5,000 WATTS
DALLAS
NBC • ABC • TQN
Edward Petrv & Co., Inc., Representatives
"Whan Study. A. C Nielsen, N.S.I.
23 JULY 1956
47
0 R E b 0 H
TbafcCAfiCADE
TELEVISION
For the first time, the huge ogricultural-
industriol heartland of the Pacific Northwest it
moulded into a single, deliverable market. No
other single medium, only Cascade's sprawling
three-station network dominates the entire
three-state region. It takes plenty of coverage
(more than 40,000 square miles) and
Cascade's got it — exclusively?
KIMA-TV
Yakima, Wash.
KLEW-TV
Lewiston, Ida.
KEPRTV
Pasco, Wash.
See Weed Television
Pacific Northwest: MOORE AND LUND
New developments on SPONSOR stories
see: Advice from buyer to seller
ISSIIC: 11 JUI1e 1956, page 38
Subject: How agency man feels radio could
be sold more effectively
An address recently by Arthur Pardoll, director of broadcast
media at Foote, Cone & Belding, paralleled many of the points made
in sponsor's coverage of the Pennsylvania Broadcasters meeting.
Pardoll's talk on "Selling Radio Effectively" was presented before
members of the District of Columbia and Maryland Broadcasters
Association at Ocean City, Md.
From the agency man's vantage point, address was based on two
premises: (1) the time salesman could do a more effective job if he
better understood how an agency functions and (2) time salesmen —
and radio salesmen particularly — don't sell their medium creatively
enough.
In talking on the first subject, Pardoll told members that speciali-
zation "has assumed greater importance" in advertising today; that
the functions related to the agency are in state of constant change
because American market has been changing dramatically in recent
years; that the function of the marketing plan which the agency
follows should be understood by the salesman.
As regards creative selling, he pointed out that "a weakness in
radio selling today is that it is negative when there was never a
greater need for accentuating the positive." This is often reflected
in the discussion of weaknesses of competitors as well as in the
selling of radio itself as a secondary medium.
Following with related suggestions, Pardoll concluded that with
improved selling methods, "the day might even come when agency
timebuyers will have to phone your reps for an appointment. And
the way I feel about radio, I'll be among those calling." * * *
See: "I (eel like a princess in my
Peter Pan Bra . . ."
Issue: 16 April, page 42
Subject: Peter Pan Bra plunges again
Having beaten the "blue bra" period on DuMont TV (the time
when all models wore pastel blue foundations for camera-glare pur-
poses), Peter Pan Bra is now venturing into net tv once again.
Firm, which sponsored the ABC Radio Grace Kelly-Prince Rainier
nuptials, has announced plans to host exclusive tv showings of the
fall creations by France's leading designers on 29 August 1956,
via ABC TV.
The "special preview" show, which will be filmed in Paris at the
salons of couturiers during their annual secret showings late this
month, is to be first in a series of such fashion shows sponsored by
Peter Pan. Cost of the entire package will top the $100,000 mark.
With an option agreement with the Chembre Syndicate de la
Couture de Paris as well as cooperation of the French Government,
Peter Pan has priority for three years. It took an equal number
of years to achieve it.
Program will be telecast from 3:30-4:00 p.m. EDST, and will be
backed by merchandising and promotion campaign in Peter Pan's
7,000 retail outlets.
Sa\s the release we have here: "Paris Fashion Preview marks the
first time that the top French designers . . . have permitted exten-
sive video coverage of their showings." * * *
48
SPONSOR
in CHATTANOOGA
is to channel
for example . . .
AFTER ONLY 32 DAYS IN OPERATION
The June ARB Report Shows:
WRGP-TV captures top rating
% HOURS FROM 12:00 to 6:00 pm
% HOURS AGAINST MICKEY MOUSE
NBC & ABC
R. G. PATTERSON
President
HARRY STONE
Station Manager
GEORGE P. MOORE
Sales Manager
STUDIOS- 1214 McCALLIE AVE
For the above daytime spots and information on ten Class
A spots with 20 to 40 rating— Call H - R TELEVISION, Inc.
*)& (tyztttwaotyz tt& - • > CHANNEL
23 JULY 1956
49
3* Matter* of 7V M
Basic Affiliate
50
SPONSOR
9 r+r*A w\r\ tifAnrlor
. . . and no wonder
FIRST IN EXPERIENCED PERSONNEL
WTVJ's staff of 189 TV-trained personnel is the largest and most
experienced of any station in the South. Twenty-nine engineers
and twenty-two production personnel have a total of 268 years
of experience with WTVJ Television.
FIRST IN FACILITIES
WTVJ's facilities are unequalled by any other South Florida
Television Station.
Full 100,000 watts power • 15 studio and remote cameras • 1,000
ft. tower * Complete network and local facilities * Award-winning
merchandising department * Three studios.
WORLD'S LARGEST REMOTE UNIT
Designed and built by WTVJ's
own staff of engineers, who have
worked as a team for over 7
years.
. . . so, no wonder
WTVJ IS THE STATION THAT
DOES SO MANY NETWORK
ORIGINATIONS FROM
FLORIDA.
FLORIDA'S FIRST TELEVISION STATION
WTVJ
CL>mef<
MIAM
23 JULY 1956
51
CARS
SPONSOR: Marck Motors
AGENCY: Eves
CAPSlll « VSE HISTORY: /„ advertising on its first
Martin Agronsky Show, this Ford Auto agency plugged
its used car "special" Three cars offered at special rate
were key noted in commercials. Show was aired from
7:15-7:30 a.m. and by 9:00 a.m. people were waiting for
show-room doors to open. Since sale of these cars, Marck
Motors has featured three used cars each Monday morn-
ing, and each week thus far (four weeks) all advertised
cars have been sold. Cost lias been less than 1% of sales.
KBAB, San Diego, Cal. PROGRAM: Martin Agronsky Show
results
„_*j
FARM MACHINERY
SPONSOR: Sears, Roebuck & Co. AGENCY: Direct
CAPSULE CASE HISTORY: The Sears, Roebuck store in
Kewanee, III, was almost completely gutted by fire of
incendiary origin recently. Ad department of the store
decided to highlight sale of partly damaged farm machin-
ery at an auction sale the day after a holiday. Since
there was no newspaper edition on holiday, they planned
to advertise the event through radio exclusively. The
day of the auction sale, almost every farmer in the Ke-
wanee area turned out.
WKEI, Kewanee, 111.
PROGRAM: Announcements
CARS AMD TRUCKS
SPONSOR: Bill Haden, Inc. AGENCY: Direct
( IPS1 I E CASE HISTORY: Advertiser's objective was to
move five 1955 models off the floor. Therefore, Bill
Haden, Inc. purchased eight announcements a day for
three days. On morning of third day, company cancelled
day's advertising, slating that the five models had been
sold three passenger cars and two pickup trucks. Pur-
chasers ram,- from as far as Ml. Madonna, Santa Cruz
and CorralUos. Cost of what turned out to be a two-day
drive amounted to $20.
Kill B, Watsonville, Cal.
PRl >GR \ M : Announcement
SEEDS CORN
AGENCY: Dir|
regular 15-mini.
SPONSOR: May Seed Co.
CAPSULE CASE HISTORY: On hit
VI 'US . ~0„™,, i^-„n,„
Monday through Saturday show at 7:15 a.m., Frank Fi
told KM A listeners to send in self-addressed envelope
obtain a copy of Moon Signs pamphlet. Only five bri
mentions of the offer were made, but three days af.
conclusion of the offer, station had mailed out 6,1
copies of the pamphlet on behalf of the May Seed C«
which specializes in nursery products. Cost of each Fran
Field's Morning Visit show totals $24.00
KMA, Shenandoah, Iowa
PROGRAM:
Frank Fieh?
Morning Visi
TYPEWRITERS
SPONSOR: Lee Brother Stationery AGENCY: Direct
CAPSULE CASE HISTORY: /„ a 23-day period. Lee
Brother Stationery ran a drive on KBOX for typewriter
rental with option of purchase, with rental money goin»
toward purchase. Only announcements were used over
the 23 days, at the end of which the company realized a
gross volume of over $5,000. Advertiser stated that he
had sold more Remington portable typewriters than any
other dealer in the state of California for the same period
of time. Cost of the schedule amounted to $150.
KBOX, Modesto, Cal.
SAWS
PROGRAM: Announcements
SPONSOR: Tucker's Garage AGENCY- Direct
CAPSULE CASE HISTORY: Tucker's placed two an-
nouncements per day in Ozzie's Show, a morning d.j.
program, on a continuing basis. Concentrating on Lom-
bard Chain Saws, commercials led to sales of 12 in a 10-
day period. All announcements were ad libbed from
copy notes, with background sound of actual chain saw
cutting through a log. Tucker's was particularly pleased
with result since the garage is located away from a main
road and customers must make effort to reach it.
WKNE, Keene, N. H.
PROGRAM: Announcements
RADIO AMD TV SETS
SPONSOR: Edelmuth & Co. AGENCY: Dire,.
CAPSULE CASE HISTORY: This dealer of Telefunken
Radio and H all ,r rafter Tv sets used one-minute announce-
ments for three-and-a-half months on the Pop and
Candlelight Concerts, also in some morning shows. After
this period of time, company had sold more sets than in
three-and-a-half years. Consequently, new contracts were
signed for 1,200 one-minute announcements to highlight
same products. Cost of the original Telefunken and
Ham, rafter drive amounted to $1,500.
WDOK, Cleveland, Ohio
l'li( )( .1; \M : Announcements
L
fljlOC Wads
parade
^0^H^HCt
.£
<Zr\
o
/
W2k2x
cO,
NOW . . . along with many other great radio stations in the land . . . WWDC paces the big
trend away from network affiliation. Effective August 1, WWDC goes solidly INDEPENDENT
. . . the better to develop the highly successful local shows that have made it the sales-results
station in the 2-million Washington market. Seven of its local shows are already in the Top 15
Week-end Daytime Shows,* making it FIRST on Saturdays and Sundays . . . and a
close second in total share of over-all daytime audience. WWDC is FIRST in out-of-home
audience — the rich and "vagabonding" Washington, D. C, audience. WWDC delivers
22.6%* of the entire out-of-home listening audience of 17 stations in the District area
. . . outranks the second station by almost 2 to 1. See your John Blair man for the whole story.
•PULSE Report: March-April, 1956
Represented nationally by John Blair & Co.
23 JULY 1956
WWDC
Washington
53
R»nk Part'
now rank
I I
2 8
3 7
i ;.
s if tip
Chart covers quarter hour, half -hour ftf
Top 10 shows in 1 0 or more markets
Period 1-7 June 7956
TITLE. SYNOICATOR. PRODUCER. SHOW TYPE
Highway Patrol (M)
Average
ratings
21.9
)lan Called X (A)
Dr. Hudson's Secret Journal (D)
MCA. AUTHORS PLAYHOUSE
Celebrity l*layhouse (D)
5 2
10
SCREEN GEMS
I Led Three Tires (M)
Mr. District Aftortieu (Ivl)
>l«n Behind the Badge (M)
MCA. BERNARD PROCKTER
Badge 714 (M)
NBC FILM. DRAGNET PROD.
Annie Oakley (W)
CBS FILM, FLYING A PROD.
20.0
IH.it
ih.:i
I 7.0
17.0
1 7.3
17.1
Hi. ft
Waterfront (A)
MCA. ROLAND REED
10.2
7- STATION
MARKETS
L.A.
17.1 13.2
wrca-tv kttv
7 :110pm 9:00pm
4.4 9.9
wpil khj-tv
:00pm •
70.2
kttv
9 :00pm
3.3 73.7
wplx
30pm
kttv
8 :opi
74.8
kttv
»: ii
4.4 10.7
wpij kttv
8:00pm 8:00pm
6.2 72.4
wpix
: in
kttv
30pm
8.3 11.4
webs ti
5 :30pra
kttv
D
5.9 77.7
wabd kttv
:30pm 9:00pm
5-STA
MARKET
S. Fran.
74.2
77.9
kron i\
76.2
kron-tv
10:00pm
77.7
kron-tv
10:30pm
76.5
kron-tv
10:30pm
27.7
kplx
9:0Opm
70.2
., .H.iuii
4-STATION MARKETS
Boston Chicago Detroit Mil*. Mnpls. Phila.
Seattle.
Tacoma
24.0 75.0 25.5 72.7 77.7 77.3 78.6 75.0
wbz -lv Hlikh
10:30pm 9:00pm
ujhk tv
9:30pm
w till I- !v
10:30pm
WCCO-tV
10:00pm
10:30pm
komo-tv
7 .ii
wtop-tv
7 :30pm
77.7 77.2 76.7
77.9 8.7
wbz-tv wtm-tv
10:30pm 9:30pm
Wjhk-tV
ln 00pm
klnK-tv
lo:0iipm
wmal-ti
3-STATI |
Atlanta |
7 7.2
10:00pm
24.4 22.7 27.7 77.5
wnbq
wwj-tv
10:00pm
wtmj-tv
7 iHipiu
7:00pm
6.9
wrcv-tv
7:00pm
70.9
wmal-tv
76.5
10:00pm
77.5
kstp-tv
8 :30pm
78.6 76.7
komo-tv
8:00pm
wtop. to
10 :30pm
79.0 75.0 78.5 20.0 27.0 7 7.2 20.7 4.9
wnac-tv
9 :00pm
wgn-tv
9 :30pm
wjbk-tv
9 :30pm
wtmj-tv
9:00pm
kstp-tv
8 :30pm
wcau-tv
7 :00pm
ktnt-tv
9:00pm
iwnal tv
8:00pm
22.7 77.5 74.7 75.4 72.7
23.7 74.4
wnac-tv
10:30pm
wl.kli
wjbk-tv
wtmj-tv
11 :00pm
kstp-tv
10 :30pm
klnE-tv
WTC-tV
10:30pm
25.4 70.4
unac tv
10:30pm
wlilim t\
10:00pm
78.5
9 :30pm
72.5
kitiR-tv
10 00pm
79.7 76.9 76.2
77.7 72.7 25.7 9.2
wnac-tv
6 :30pm
wkii - tv
8 :00pm
wwj-tv
10:00pm
kstp-tv
10:30pm
wcau-tv
7 :00 pm
kinc tv
9 :30pm
wttg
:00pm
76.2 74.5 20.4 78.5 72.5 77.7 79.0 75.2
76.7
kplx
i im
n nac to wbbm-tv WW/ tv
- i>ii. 5:30pm
wtmj lv
WCCO-tV
5 :30pm
vcau-tv
5 :30pm
klnK-tv wtop-tv
n
78.7 72.5 27.0
wnac-tv wpn-lv wwj tv
7:00pm 9:00pm 9:30pm
7.4 16.7 20.4 7.5
keyd-ti
8:00pm
rtcau-tv komo-tv wilt:
6 :30pm 9 :30pm 7 :30pm
75.7
10 :00pm 1 n
75.4
wsb to
10:30pm
75.2
2 00pm I
20.2
wsb iv
73.0
vvasa-tv
10:30pm
77.7 2
n I n ,i
■ im
78.2 7
traga tv
9:30pm 1<>
Rank Pait
naw rank
i i
2 2
Top 10 shows in 4 to 9 markets
Amos 'n' Andy (C)
COS FILM. HAL ROACH STUDIOS
Life of Riley (C)
NBC FILM, TOM MC KNIGHT
Biff Raker, U.S.A. (A)
MCA- TV FILM. REVUE PROD.
21.2
18.3
!«.»
7 7.9 9.9
webs tv
knxt
J :00pm
77.7
kttv
8:30pm
2.5
khj-tv
- Oi m
23.2
kpix
: 00pm
77.5
WWJ - tv
inn (Hipm
..
73.7
74.7 27.2
WXl\
kstp-tv
20.7
klng-tv
8 :30pm
6.4
wlsn iv
10:00pm
Rosemary Clooney Show (>lu)
MCA-TV FILM. JOSEPH S. SHRIOMAN
10.0
9.2
kttv
9:00pm
25.0
27.0
weeo-tv
f Search for Adventure (A)
GEO BAGNALL. JULIAN LESSER-SOL LESSER PROD.
I /./
2.5 74.3
W 1 1 1 X
' :30pm
kcop
7 :00pm
— r. i
Stars of the (irand ©!e Opru (Irlu)
FLAMINGO FILM, CANAWAY PROD.
13.7
2.2
kcop
u t;
F.llery Queen (>I)
13.7
4.9 3.9
wpix
kcop
B 30pm
C ode 3 < M >
ABC FILM. BEN FOX-RABCO TV PROD.
13.6
76.9
km
» »
10
>fni/or of the Town (D)
MCA-TV FILM. ORO88- KRA8NE , RAWLINS GRANT
Death \ alley nays i w »
III. I
13.2
9.4
8.4 8.2
24.0
kplx
7 :30pm
74.2
kron-tv
10:30pm
.i
krea to
9.4
7.0
kgo tv
7.2
4.4 24.0
wxyz tv will tv
Hi 00pm
tveco tv
8:30pm
22.5
klnK-tv
7:30pm
5.2
keyd tv
7 :30pm
2.9
komo-tv
2.7
winur
20.7
klnK-tv
10:00pm
73.8
22.7 7.7
wiiiu l\ wl.kli
.n
72.5
9.7
10 00pm
Bhow type lymboU: (A) adventure; (C) comedy; (D) drama; (Doc) documentary: IK) kld»; (M)
myitery; (Mu) muileal; (SKI IVIenoo Fiction; <YV) Wealorn. Fllmn limed arc lyndlcaled. 14 hr.,
\4 hr. A hr. lonith, telecall In four or moro markeU. Ttio avcraite rating la an unwelchtod
averafe of tndlrldual market ratlnm Muted above. Blank apace Indicate! 01m not broadcut In Dili
market l 7 June, While network slums ire rilrb lUble froni on* month to anotb.
market* In which they are ihown. thli la true to much leuer extent Kith syndicated «bw
ihuuld be borna In mind when analyzing rating trendi from one month to anwher to U.
•Ii.feri to lut m. wuli • chart. If blank, ihow »a« not rated at all In laat chart or nil
i *
tf i 1 i
; ed film programs
, MARKETS
2-STATION MARKETS
i Columbu
s St. L.
Biim.
Jharlotte
Dayton
Hew Or. F
rovldence
/ 32.3
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27.5
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8 :;i'iirn
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11 :15pm
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Classification as
1 determines number
omes In the metrot
1 may be outside me
o number of stations In market U Pulse's
by measuring which stations are actually
olltan area of a given market even though
tropolltan area of the market.
TO REACH THE HOME-FOLKS,
RIPE THE 'LOCALS'
Looking for an outstanding local personality to
take your television message to the
five-city* WTAR-TV market? Andy Roberts,
singing star with such big names as
Jimmy Dorsey, Gene Krupa and Sauter
Finegan and now a Monday-Friday
mid-day feature on WTAR-TV is your boy.
It's "theatre-in-the-round" with
Andy Roberts and his combo
surrounded by enthusiastic fans both
in the studio and in their homes.
i.TV
Already bought by:
in Denver. Colorado Springs, Roswell, N. M., Amarillo
COOKS BEER
Midland. Texas
HEKMAN BISCUIT ... in Detroit. Cleveland. Toledo. Youngstown Lan-
sing, Traverse City. Bay City. Crand Rapids. Lima
NEHI BOTTLINC in Crand Rapids
SEALV MATTRESS . . in Toledo, Lima
BLUE CROSS . . in Buffalo
KSL-TV
KOPO-TV .
KOB-TV
Salt Lake City
. . Tucson
Albuquerque
KPHO-TV
KBOI-TV .
KTTV .
and others.
Phoenix
. . Boise
Los Angeles
His office a
CROSSROAD OF
ADVENTURE!
People from
AM WALKS OF LIFE
SEEK HIS HELP!
m
in
the
The kind of man you'd
want for your family
physician and friend!
\
WEST HERO!
Starring
CAREY
SO TRUE-TO-LIFE
YOUR VIEWERS
,.UVE" EVERY
MOMENT!
f Young "Dr. Mark Christian
It
^CITBM
ENT
%%
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SPONSOR
Hint
iirtAn
JANUARY
""Sr
\
X V firs* hull. v»lunt<> IO
TO JUNE
19 5 6
W* Vj
Ayj\j*v
Issued every 6 months
Advertising Agencies
Did high tv budgets force agency revolution?.. 9 Jan.
Bernard Haber, BBDO. profile 9 Jan.
Dr. Wallace II. Wulfeck, Wm. Esty, profile 23 Jan.
Charles V. Skoog, Hicks & Greist, profile 6 Feb.
Madi-on Ave. should have it so bad..... 20 Feb.
\rllinr (.'. Fait, Grey, profile 20 Feb.
Barretl Brady. K&E, profile 5 Mar.
Agencies are riding a gravy train iy Mar.
\nthony DePierro, Lennen & Newell, profile 19 Mar.
10 agencies that buy most nighttime tv 2 Apr.
Norman B. Norman, Norman, Graig & Kummel,
profile 2 Apr.
Kilmer Purdon, Bryan Houston, profile 16 Apr.
Philip Feld, Kuthrauff & Ryan, profile 30 Apr.
Farewell from the kazoo in gray flannel 14 May
f\'- members agree on health of air media 14 May
William T. Okie, J. M. Mathes, profile 28 May
Agency media department of the future 11 June
Madison Ave. on a moving spree... II June
Vdvice from buyers to sellers _ 11 June
Clark M. Agnew, Donahue & Coe, profile _ 11 June
Mow to live a little while working 25 June
Mark Schreiber, Mark Schreiber Advtng., profile 25 June
Automotive
GMAC hits road with jump in radio spending
How to start a film show in high
p-
27
I1-
80
p.
114
p-
54
p-
30
p-
58
p-
ya
p-
36
p-
57
p-
30
p-
84
p-
62
p-
77
p.
34
p-
68
p-
56
p-
27
p.
34
p-
42
p-
60
p-
38
p. 66
16 Apr. p. 36
30 Apr. p. 36
4A's members agree on healih of ail media I I Mas p. 12
Why spot tv and radio are soaring 28 May p. 2y
How admen feel about net show control 28 May p. 32
Are spot radio dollar figures f"i companies com-
ing.'' 28 May p. 13
Advice from buyers to sellers 11 June p. 42
Record services: Is there virtue in volume?:
C-ida 2."> June p. 22
Clothing and Accessories
Robert Hall puts $3 million into tv, radio n Feb. P- 40
'"I feel like a princes- in my Peter Fan Bra" 16 Apr. p. 42
Canadian Fur tailor- radio lor sales 11 June p. 40
Commercials ami Sales Aids
Diary of a tv commercial 7 Jan. p. 36
y2 ways tv sells merchandise _ 9 Jan. p. 41
Should -how costs outweigh commercials 20-1? 19 Mar. p. 2y
Fluff in-urance for local live commercials 2 Apr. p. 34
Hidden -ide of film commercials 2 Apr. p. 40
What are the do's and don'ts in using cartoon
commercials?: Forum _ 2 Apr. p. 72
Don't judge a commercial by "recall" alone:
Foreman . 16 Apr. p. 1 1
Are you using pre-tv radio commercials'.'' 30 Apr. p. 32
Should daytime tv commercials differ from those
to be used al night.'' 30 Apr. p. y2
A bleak look at the ha-ha sell: Foreman 28 May p. 8
Commercial awards 11 June p. 38
Broadcast Advertising Problems and
Developments
There's no headache sales can't cure
She (hanged her mind
Can you get there and still be a nice guy?: Csida
How to be a success and suffer
Will these iy program trends change buying?
15% — Is it on the way out?
Here's why we bought spot radio
Should agencies earn 15% on package shows? I
Why can't we get spot radio dollar figures?
Should agencies earn 15% on package shows? II
What buyers want to know about new MBS plan
Can FCC end seller's market in t\ ?
Should you buy radio by the ton? _
For first time: Dollar figures for spot tv
Crazy mixed-up time schedule
Blueprint for radio's future
NARTB Convention Special
Will nets release more option time in prime
slots?: Csida
First all-industry tv set count
15% — How close can you cut it?
Broadcasters spun sponsor's "wheel of fortune"
They're rebuilding network tv
Standing in line to buy radio stations ...
Spot tv clients spent over $100 million
Are women going out of stvle?
y Jan.
P-
32
y Jan.
P-
40
9 Jan.
P-
24
23 Jan.
P-
36
23 Jan.
P-
40
20 Feb.
P-
27
20 Feb.
P-
32
5 Mar.
P-
27
5 Mar.
P-
32
19 Mar.
P-
34
19 Mar.
P-
38
2 Apr.
P-
25
2 Apr.
P-
36
16 Apr.
P-
33
16 Apr.
P-
38
16 Apr.
P-
11
16 Apr.
P-
47
16 Apr.
P-
30
30 Apr.
P-
27
30 Apr.
P-
42
3(1 \pr.
P-
44
14 May
P-
27
14 May
P-
30
1 1 Mas
P-
38
1 1 May
P-
41
Drugs and Cosmetics
Max Factor's $64,000 answer: spot tv impact 9 Jan.
Phillip Cortney, Coty, profile 19 Mar.
Cory's quandary: How to pick a hit tv show 2 Apr.
Shullon builds on spot foundation 28 May
Robert G. Urban, Lambert-Hudnut, profile ..... 11 June
Donald S. Frost, Bristol-Myers, profile 25 June
Foods and Beverages
Murray Vernon, Ruppert Breweries, profile 6 Feb.
I barles Derrick, Pepsi-Cola, profile ."> Mar.
Spol radio is "yum, yum, yummy" for Contadina 19 Mar.
Lee S. Bickmore, Nat'l Biscuit Co., profile 30 Vpr.
While Rock drives 'em to drink ___ 14 Maj
How radio sells "wai-in bwead" II Ma)
Selling sausages at 5:30 a.m. 11 June
Foreign and international
p-
30
P-
22
P-
28
p-
34
p-
24
I'-
20
P-
22
P-
22
P<
32
P-
22
!>•
32
P-
16
P-
37
What would you most like to know about British
commercial television?: Forum 9 Jan.
i ondon: I .v. adman reports on British i\ 6 Feb.
What i- the -latus of tv in your Latin American
country?: Forum 20 Feb. p. 52
82
31
23 JULY 1956
59
SPONSOR INDEX (Continued)
Marketing
The jargon of marketing
I say marketing is malarkey
You're living in the pa^t, Mr. "X'
Mattresses
John \Y. Hubbell, Simmons Co., profile _
Bedtime stories pinpoint mattress market
23 Jan. p. 42
6 Feb. p. 34
20 Feb. p. 36
9 Jan. p. 23
15 Mar. p. 30
Miscellaneous Products and Services
Would you let your radio announcer go this far? 9 Jan. p. 34
Spot radio gives Mosler ri^ht combination 23 Jan. p. 32
Norman C. Owen, CBS-Columbia, profile 23 Jan. p. 20
You don't need ratings to get results 6 Feb. p. 36
RK.0 hails "Conqueror" 20 Feb. p. 34
Tv, radio do good news job for Western Union — 20 Feb. p. 38
Olof V. Anderson, Anson, profile ._. __ 20 Feb. p. 22
How to sell an eye product by ear _ 5 Mar. p. 34
How to give 'em itchy fingers for a phone book 19 Mar. p. 40
Can you afford net tv on a $450,000 budget 19 Mar. p. 42
Does your company sell ideas as well as UAW? — 2 Apr. p. 32
John T. Coldren, Dixie Cup, profile 2 Apr. p. 18
Mickey and the burp gun — _ 2 Apr. p. 38
How Ban rose to no. 3 deodorant in one year 16 Apr. p. 40
Theodore H. Mittendorf, Hudson Pulp and Pa-
per, profile 16 Apr. p. 28
Beating that "once-in-a-blue-moon" buying habit 30 Apr. p. 38
George Laboda, Colgate-Palmolive, profile 14 May p. 17
How Du Pont put spot tv to the test 28 May p. 38
Can radio sell atmosphere.'' 28 May p. 42
Andrew B. Shea, Panagra, profile 28 May p. 24
Rx for Proctor: large doses of spot tv 11 June p. 32
Where Pepsodent went with radio 25 June p. 25
This commercial is spectacular, too 25 June p. 28
Radio rolls out welcome mat for Tilo 25 June p. 30
Building publicity into a drama script __. 25 June p. 32
Retail
Must a retailer stick to saturation radio?.... 23 Jan. p. 38
What would you advise sponsors whose products
you sell in your store?: Forum ..... 23 Jan. p. 110
How can air media and dept. stores better work
together? : Forum 6 Feb. p. 48
.Slimmer Selling Section: 1956
Tv finally did it : No more hiatus
Are you up-to-date on summer radio? ..
Remember the 13-week snooze?
Answers to six basic summer questions
Television
Are your products color blind?
What's with the tv set count?
A good tv play must pass this test
What does an advertiser do when
the top tv station in a market?:
What is the potential of closed
advertising meetings? : Forum .
5 Mar. p. 40
5 Mar. p. 42
5 Mar. p. 44
5 Mar. p. 45
he can't
Forum _
circuit tv
clear
for
Can FCC end seller's market in tv?
10 agencies that buy most nighttime tv _
They're rebuilding network tv
Spot tv clients spent over S100 million
How admen feel about net show control
Let's get a new tv award system.
Spot tv lineup changes, part I ....
How film distributors would change net tv
More changes dot fall tv schedules, part II
Biggest tv presentation yet
Last call for fall, part III
Where do tv copywriters come from?: Forum
23 Jan.
P-
34
20 Feb.
p.
40
5 Mar.
P-
36
5 Mar.
P-
94
19 Mar.
P-
64
2 Apr.
P-
25
2 Apr.
P-
30
14 May
P-
27
14 May
P.
38
28 May
P.
32
28 May
P-
36
28 May
P-
40
11 June
P-
30
11 June
P-
44
11 June
P-
46
25 June
P-
34
25 June
P.
50
Programing
Is the half-hour tv show passe?: Foreman
Will these 19 program trends change buying?
Imagination should top d.j. hit parade: Csida
Will net program control end show packagers?:
Three-city programing report:
1. Hollywood: You can crack the dam
.'. New York: How shows are born
3. London: U.S. adman reports on British
television
Should radio stations pay as they play?: Csida...
Blueprint for radio's future
How videotape will revolutionize programing
Those vital first few minutes
Research
High tv ratings can be a worry, too: Foreman .._
more to radio and tv research
h iih the t\ Bel count?
1 1 1 ; i \ • - limitations but . . .: Foreman
Released for hist time: Spot tv $ figures
Wli.it i- your answer to those who contend rat-
inaccurate?: Forum
all-industry tv Bel counl
idio ratings are obsolete
9 Jan.
23 Jan.
23 Jan.
P-
p.
P-
ll!
HI
25
6 Feb.
P-
17
6 Feb.
6 Feb.
p.
P-
26
6 Feb.
5 Mar.
16 Apr.
30 Apr.
30 Apr.
p-
p.
!>•
I'-
31
24
II
.in
in
23 Jan.
p.
ll
u V, 1,.
p-
38
20 Feb.
p.
Ki
19 Mar.
P-
,".
16 Apr.
p.
16 \|n.
I'-
58
10 \m.
ll-
27
25 June
I'-
;:r.
Television Film
Diary of a tv commercial
Glossary of film production terms _ .
Tv film shows recently made available for syndi-
cation .... ...
Film's $100 million year
Film Section: 1956
Things you must know to buy syndicated film
14 questions admen ask before buying _
What admen want from film syndicators
4 multi-market film case histories
Film facts and figures
sponsor- Tele-Pulse ratings of top spot film shows <
\ idpixers are undaunted by Hollywood film flood
How do you view the effect on tv of the increased
availability of features film?: Forum, part I
C&C potential: Spot time control worth millions:
I low do you view the i -lied .hi tv of the increased
availability of feature film?: Forum, part II
How lilm distributor would change net tv
How do yoi. view the effect on tv of the increased
availability of feature film?: Forum, part III
9 Jan.
9 Jan.
9 Jan.
14 May
11 June
23 Jan.
23 Jan.
23 Jan.
23 Jan.
23 Jan.
23 Jan.
23 Jan.
6 Feb.
20 Feb.
5 Mar.
19 Mar.
2 Apr.
30 Apr.
28 May
25 June
2 Apr.
36
38
68
48
48
29
44
44
p. 46
p. 51
p. 52
p. 56
p. 47
p. 46
p. 90
,.. 48
p. 66
p. 78
p. 44
p. 44
p. 20
14 May p. 58
28 May p. 26
28 May p. 50
11 June p. 30
11 June p. 66
60
SPONSOR
NEW YORK
e h 1 1
LOS ANGELES
SAN FRANCISCO
nnounce
^Jneir ^Atppointment ~^Tc
NATIONAL SALES REPRESENTATIVES
FOR
WCAOand wcop
BALTIMORE MD.
BOSTON MASS.
In addition to
National Representation of
WMPS AND WJJD
MEMPHIS TENN. CHICAGO ILL.
^Jhe (l3roadcasl Serviced of f^louahj ^rnc.
23 JULY 1956
61
WNBQ and WMAQ, Chicago, are sold by In I !
With wnbq's historic Color "break-through" in Chicago,
a new era of entertainment and advertising is here!
WNBQ is now the world's first All-Color Television
station. All live studio programming is telecast in full
color . . . complete with Color commercials.
And Color is spreading rapidly over all of the Tele-
vision stations represented by NBC Spot Sales, komo-tv
Seattle is the only completely equipped Color station in
the Pacific Northwest, krca Los Angeles and wrca-tv
New York are now telecasting live programs in Color.
Right now, all NBC Spot Sales Television stations
are fully equipped to transmit in Color . . . and are well
on the way to All-Color local programming.
There's always something extra on the stations
represented by NBC Spot Sales.
REPRESENTING THESE I 1' Mil llsl 1 1 1 ' SI \IIHNS:
POT SALES
NEW YORK WRCA, WRCA-TV
S( III \l ( I ADY-ALHANY-TROY WRCB
1'IIU.AIll I. Till A WRCV, WRCV-TV
WASHINGTON WRC, WRC-TV
MIAMI WCKT
BUFFALO WBUF-TV
LOUISVILLE WAVE, WAVE-TV
CHICAGO WMAQ. WNBQ
ST. LOUIS KSD. KSD-TV
DENVER KOA, KOA-TV
SEATTLE KOMO, KOMO-TV
LOS ANGELES KRCA
PORTLAND, ORE. KPTV
SAN FRANCISCO KNBC
HONOLULU KGU, KONA-TV
AND THE NUC WESTERN RADIO NETWORK
a forum on questions of current interest
to air advertisers and their agencies
What suggestions can you give to those who use
i/our facilities for nuthing commercials
Chester L. Stewart
V.p. and Studio mgr.
Reeves Sound Studios, N.Y.
MIST KNOW THE JOB TO BE DOME
• Booking time or buying space at
a recording studio is like buying any-
thing; certain facts must be known by
both parties before the sale can be
consumated.
Whenever booking, it is essential
that whoever is requesting time know
the job he has to do, what elements
he will supply, as well as the form
of sound track that he needs for the
completion of the job. Time can be
saved at the recording date if all facts
are clearly understood at the time of
booking.
The following data is the informa-
tion that should be made known at the
studio at the time of booking:
1. Producer or company to be
billed.
2. Time and date of recording.
3. Title and/or job number of pro-
duction.
4. Type of projection required: 35
mm or 16 mm; straight projection or
loops.
5. Number and type of tracks or
.sound effect loops: 35 mm; 16 mm;
standard or push-pull; optical or mag-
netic.
6. Type of recording job: mix, live
mix, wild \oi<e. orchestra i c< nidiir.j.
(If an orchestra session, numbei "I
men and instrumentation necessary.)
Also to be considered are: the inter-
mediate end product to be used in re-
recording; laboratory that is to proc-
ess optical film and to whom this is
to be charged; name of individual
booking job and a purchase order
number covering the particular job.
All this data may seem detailed but
can be stated in a few brief moments.
It saves confusion and time in the
studio.
To digress to generalities, here are
a few more "do's" for the producer:
Have your film in cans that are prop-
erly labeled.
Have the film on reels.
Have the film heads up with start
marks clearly indicated and ample
leader for threading.
Have the film clean and free from
red crayon smears, properly spliced
and blooped. (Direct positive tracks
normally do not need blooping. )
Have cue sheets with the various
"in's" and "out's" in 35 mm footage
of all tracks that make up the mix.
Herbert M. Moss
President
Gotham Recording, Neiv York
it ii.i \ i:\tiki: Oil (>\ A I.IUB
• Although generalizations have de-
stroyed more advertising men than
good barley and hops — I'll offer a few.
As the client always says, "I want you
to listen to every word I say; but don"t
ever let it influence your thinking."
OK, then, if we understand each
other — I'll venture out on a very
strong limb and suggest number one:
Please, fellows, let's save time, money
and what-have-you by having a real
"meeting of the minds" before the re-
cording session. We've seen tempers
rise, high-priced talent waiting in the
wing (while on golden time-and-a-
half) and good ideas go swishing down
the drain because agency men come
into a recording studio with a myriad
of conceptions. The producer wants it
one way, the copywriter another, and
the account man doesn't like either;
yet every one insists they "see eye-to-
eye." A little more detailed prepara-
tion or autonomy of responsibility
would eliminate ugly scenes like the
above and save tear, wear and aggra-
vation with much better product re-
sults.
Of course this applies to either voice
or music session; but when it comes
to jingles, one important aspect is often
overlooked. What good is assembling
an expensive musical group (singers,
writers and recording engineers) if,
at the time of the session, everyone
has to work from pure, raw material?
The session could be done in a snap
if previously a rough recording of the
jingle in six assorted flavors was done.
Then, at the agency, everybody lis-
tens, heads shake, somebody says,
"that's it" and, presto, the recording is
done. Though this additional pre-
liminary session does increase the cost,
you'd be surprised how a little thing
like this makes everyone happy — espe-
cially the client's comptroller.
One other thing. After the record-
ing is done, Gotham always gives the
agency a nice, shiney, new record.
Thev then take this superlatively-
sounding object back to the shop, place
it on a gramaphone (circa 1902), use
64
SPONSOR
an old darning needle in the grooves
and then wonder why it doesn't sound
so nice as it did back in those hi-fi, hi-
priced studios. Men, what the industry
needs is a good phonograph with a
diamond stylus back in the shop. Get
one today — and make those before-
hand preparations pay off after the
sound and fury has died away.
Like a good diamond needle, this
hardly scratches the surface. But I'm
available for small talks on short no-
tice. So if you can gather more than
three assorted producers, account ex-
ecutives and business managers around
the water cooler, just whistle. I'll be
there — and I'll bring the chasers.
Richard Olmsted
Exec.' V.p.; Chief Engineer
Olmsted Sound Studios, New York
TIME AND WORRY CAN BE SAVED
• As a service recording studio, it
is our function to provide good, com-
fortable working areas to our clients
and to meet any demands that they
may make upon our technical knowl-
edge and resources.
However, there are times and occa-
sions when the client can save himself
needless wear and tear and expendi-
tures of money. For example, although
we have made it a point to provide a
studio even at 25 seconds' notice, it
stands to reason that if a studio is
booked sufficiently in advance, you can
be assured of obtaining just the right
facilities for your commercial.
Much time is wasted, too, on copy
that runs too long. Although we recog-
nize the creative effort that goes into
modern-day advertising, there is the
classic example of Shakespeare who
timed all his plays to fit the needs of
his theatres and his audiences. A lit-
tle pruning here and there, in advance
of a recording session, will save a lot
of blood, sweat and tears later on.
{Please turn to page 101)
ONE WILL DO/
Fast-stepping WBNS Radio waltzes away with
the quality market in Columbus and Central
Ohio. WBNS delivers the most listeners . . .
twice as many as the next biggest station. The
most and also the best. With 28 top Pulse-
rated shows, WBNS puts push behind your
sales program. To sell Central Ohio . . . you've
got to buy WBNS Radio.
CBS FOR CENTRAL OHIO
Ask John Blair
The number one Pulse station
covering 1,573,820 people with
2 Billion Dollars to spend.
mmrak
radio
COLUMBUS, OHIO
23 JULY 1956
65
Farm Homes
in the Del.-Md.
"Broiler Belt"
Have Extra
Buying Power
• $15,000 income per farm
family indicated in
Sussex County
The Only
Sure Way to
Reach and
Sell Them is
WJWL
Georgetown, Del.
1000 watts 900 kc
• The Only interference-free
coverage in the area
• The Only daily advertising
medium in the area
• The Only top-interest farm home
programming in the area
ROLLINS BROADCASTINC, INC.
National Sales Mgr.: Graeme Zimmer
New York Office: 565 Fifth Ave., EL 5-1515
Chicago: 6205 S. Cottage Crovc Ave., NO 7-4124
Continued
from
pace 8
ardent and under-brained. He then poured a jigger of
venom out on the fellers who insist on showing only 35 mm
prints, thereby forcing the prospect out of his office and
further into the clutches of the yok-it-up boys.
At this point, Hjalmar was so wrought up, he went home
ending the interview.
P.S. One smidgeon of gall from another chap; one who is
generally as sweet as Whistler's Mom. I refer to myself.
Ordinarily, I wouldn't mind Mr. Sillerman disagreeing with
me in print,* even his doing it in such premium space as in
this very publication. But I do take umbrage at his explain-
ing what I meant to say. These tracts are neither so flimsily
conceived nor loosely expressed that their basic themes need
interpretation. Also, if I remember rightly I believe it was I
who shepherded the purchase of Lassie and without a single
word of explanation from Mr. Sillerman. It is nice to know,
however, at this date that Lassie had been a big screen motion
picture property.
• • •
*It was at the request of sponsor that Mickey Sillerman,
of TPA, commented on Bob Foreman's column in the 11
June 1956 issue. The subject of Bob's Ad Libs was "What's
hot for movies may not fit tv," and it was his contention that
a necessary "Wearability" factor dominates the television
scene; that this Wearability quotient which sustains the mood
or theme of a television series is not generally present in
Broadway plays and /or movies, which are implicitly geared
to one-shot presentations.
Sillerman, on the other hand, felt that "there is only one
incontestable statement you can make about showbusiness in
general, and that is that you can't generalize about anything
except not generalizing about anything." In rebuttal to Bob,
Sillerman cited such successes as Mama and Lassie with their
respective Broadway and Hollywood counterparts as evidence
that media conversion may be made successfully.
Sillerman s "law" was a theory almost at odds with Bob's.
Bob's thoughts were almost at odds with Sillerman' s. Never-
theless, sponsor felt that the point of view of both film buyer
and seller should be presented, though we choose not to
choose sides in this almost-at-odds subject. After re-reading
pages eight and 58 of the I I June issue, perhaps you'll want
to let us know how you feel about the matter.
66
SPONSOR
Not just FIRST in the eyes . . .
of OKLAHOMANS!
You know how it is with a woman. She trades at certain stores,
buys from certain people because she likes them.
Oklahoma families have the same kind of warm regard
for WKY-TV . . . they like it . . . the programs, the personalities, and the pi'oducts
advertised.
Maybe it's because of 36 years of community service, ever since WKY
radio was the first station in Oklahoma.
We wouldn't try to explain this power of persuasion . . . we're just glad
we've got it for you.
Owned and Operated by
THE OKLAHOMA PUBLISHING CO.
The Daily Oklahoman • Oklahoma City Times
The Farmer-Stockman • WKY Radio
WSFA-TV, Montgomery, Ala.
Represented by THE KATZ AGENCY, INC.
NBC
ABC
THE NATION S fl»ST COlOR TELEVISION STATION
OKLAHOMA CITY
We're 10 Years Old !
This chart shows our growth from ZVz million
dollars of billing to over 36 million— uncqualed
by any other post-war agency
; ■ r ' *&
U>u cant do it the easy way!
Some things we have learned from our lO years of experience
that have proved profitable to us-AND TO OUR CLIENTS
EVERY successful businessman, we suppose, likes
to think he "got there" by hard work— and usually
he did.
We feel that way ourselves. We're ten years old, and
we probably have a right to view our first decade as
a pretty successful one.
But when we look back, we can't find anything sen-
sational in our performance. No fireworks.
Just an awful lot of hard work. And some surprising
results.
We tooled up for it
Hack in 1946, SS(\\B was founded to meet a post-
war need for experience, special knowledge, and hard
work in the coming battle for packaged goods sales.
Our new agency was deliberately Staffed with men
of wide experience and outstanding ability in this
highly competitive field. Men. you might say, who
were hardened by "the discipline of the depression."
Also by design, it included some of the country's
top-flight specialists in television— a still-experimental
medium that was foreseen as a new, powerful selling
force of the future.
It has paid olf — double
'I he chart above shows how an advertising agency
founded on such ideas, and blessed with able clients
and fine products, can prosper.
But — more interesting to you it shows how our
clients haw prospered too.
For, of our total 36 million dollar billing today,
more than 20 million is increased billing from eight of
our earliest clients, based on increased \<des.
And all eight of these clients are in fields so strongly
competitive that sound, hard-selling copy is almost a
must for survival — cigarettes, soaps, proprietaries,
foods and other grocery and drugstore items.
Some things we've learned
These are supposed to be lush times. But competition
in many fields is just as tough as ever— or tougher than
ever.
The battle is still going on, and experienced adver-
tisers are not being fooled by what may look like
easy going.
They know that, even with volume bulging, it is
easy to lose competitive position.
They know that new product developments can
badly damage a beautiful consumer franchise almost
overnight.
And that a relaxed attitude toward advertising, sell-
ing and product improvement can be an invitation to
disaster. How we may help
If you are such an advertiser, you might be interested
in hearing how we operate under today's special com-
petitive conditions.
How, for example, we have helped clients launch
new products in brutally competitive fields.
How we have helped "fenced in" products break
out of local markets into broader, richer territory.
How we have helped fine products, that somehow
had dropped behind the field, regain leadership.
Success in jobs like those does not come easy. It all
adds up to hard work. But that's what we like here at
SSC&B. Because we're used to it and are geared up
to it.
And because we've found that it gives an advertis-
ing agency its best chance to grow — along with its
clients.
Sullivan, Stauffer, Colwell & Bayles, Inc.
477 MADISON AVENUE, NEW YORK 22
PHONE: MURRAY HILL 8-1600
No more potent salesman in the Baton
Rouge trade area than WAFB-TV . . .
"The Champ" when it comes to Rat-
ing, and "The Champ" when it comes
to merchandising.
WAFB-TV's rating leadership is
nearly 5-to-l. WAFB-TV's merchan-
dising leadership is unsurpassed.
For example:
ROUND 1
First place winner in "Lucy
Show" competition with a
double first prize for special
merchandising job.
ROUND 2
First place in Screen Gems,
Inc. contest on program
promotion.
ROUND 3
' Finished in"top four" in pro-
motion contest sponsored
„ by "Frank Leahy and His
Football Forecasts."
ROUND 4
WAFB-TV's only entry was
- second place winner in 1956
Billboard promotion contest
for "network programs."
WAFB-TV
CBS-ABC
CHANNEL 28
Affiliated with
WAFB AM-FM
200,000 WATTS
Continued
from
page 16
that hour oi the morning came as a surprise to me. However,
it could ju-1 lie that it makes great sense. The ladies who arc
toda\ - lnis\ housewives and mothers and control such huge
chunk- i>f the family budget are the very lasses who danced
to the Dorseys and Goodman-, the Jamses and the Cugats in
their high school and college days, when those hands were
riding the crest of the popularit\ waxes. It'll he interesting
to see, at any rate, how the hands — traditional nighttim.'i-
do in their new daytime slot-.
* * *
While music seems to he coming in for a substantial share
of programing attention these days, over at CBS Radio,
they're really working to develop a number oi new selling
personalities. Arthur Godfrey's sister. Kathy. after a year
of seasoning with a once a-week variety show, i- now -tarring
in her own five-limes-a-week fifteen-minute interview -tan/a.
immediately following her celebrated brother. And Kdd\
Arnold, long a favorite songstar, is now emcee-singing host
on a fne-a-week nighttimer, Monday through Friday. 8 to
8:30 on the same network.
Coneededly one of the most difficult jobs in the broadcast
business is this ta-k oi building a personality who can enter-
tain, and sell effectively at the same time. But once such a
personality has been developed, there are few types of pro-
graming to match the personality for effective selling. One
of today's ablest entertainer-salesmen, of course, is Tennessee
Ernie, now gracing NBC TV airwaves.
CMS. it seems, is more aware of the personality potential
than the other webs (perhaps because of their great success
with Arthur Godfrey himself). Whatever the reason, thej
-eem to spend more time, effort and money attempting to
build such personalities than do the other webs. Even on the
local level, they have proved the success of this personality
formula. The local New York outlet, already sporting a
group of proved selling personalities, has been building a
new one in a voung man named Jim Lowe. In four rating
periods, Lowe has climbed from a 3.6 I'ul-e to a 1.3. and
now ranks among the top three multi-weekly, network station
participating -how- in the New York market, \d\erti-er-
and agencies would do well t<> watch station and network
efforts to build personalities ol this type, and gel on the
bandwagon, while the price is right.
* * •
Letters to Joe VsUlu are welcomed
l)<> you alums agree with the opinions Joe Csida expresses
in "SPONSOR Backstage?" Csida and the editors oj sponsor
would be happy in receive and print comments from readers.
Address Joe Csida, c o sponsor, Hi E. 19 St., Yew York.
SPONSOR
Reps: Col
Adorn Young, Notional or Clark*
Brown in South and Southwstt
I /Pv>
A WHALE?
OHIO
No, that mystery shape isn't really a whale,
though it does spout consumer dollars like only a
few other top markets that you'd recognize
instantly as "a whale of a buy"!
Actually it's a map of "The Mystery Market" . . .
one of America's richest . . . The Central South . . .
a $2,713,371,000 market — richer than the cities of
Denver and New Orleans put together ... or Atlanta
and Dallas put together.
A RICH MARKET, IN FACT, THAT'S
COVERED BY ONLY ONE MEDIUM... and
that's WSM Radio in Nashville.
If you attempt to cover the Central South with
a combination of other radio stations or with a
combination of newspapers in the area, the cover-
age would still be incomplete — and the cost would
be three to 15 times greater than that of a WSM
custombuilt program. As for TV, all TV viewers
in the market put together still represent less than
half the market's buying power!
For the full story on this unique situation, send
for your free copy of our booklet, "The Mystery
Market", containing complete facts and figures as
compiled by independent authorities.
650 KC
WSM
RADIO
BOB COOPER, So/ej Managtr
JOHN BLAIR AND COMPANY, Nodono/ Advertising Representor;***
Nashville - Clear Channel - 50,000 Watts
23 JULY 1956
71
Now —
Channel 2
in
fabulous FLORIDA,
Now —
WESH-TV
is on
the air in
Jam-Packed,
Sales-Rich
Daytona Beach.
Now —
call
Edward Petry
& Company
for
details on
WESH-TV,
Daytona Beach
and
WJ HP-TV,
Jacksonville
agency profile
Charles L. Miller
President
C. L Miller Co., New York
Precise, raspy-voiced Charles Miller, president of C. L. Miller
Co., sees the functions of advertising agencies on a broader level
than the selling of products.
"Corn Products Co.. for example, had always concentrated just
on selling products, and the hell with selling the company," he told
SPONSOR. "But the firm has had a drastic change of attitude and now
realizes the importance of public relations. Today television plays
a big role in such public relations advertising."
The p.r. advertising he refers to is Corn Products' sponsorship of
Press Conference, a new Martha Rountree program that had its
debut on 4 July, NBC TV 8:00-8:30 p.m. In telling sponsor of the
advertising facet of the program, Miiller said:
"Our commercials on this show are intended to inform the pub-
lic of the part Corn Products plays in converting raw product for
industry and consumer use."
How does he intend to measure the effects of this program as it
affects company advertising goals?
"Well, 13 weeks never prove anything in radio or tv," says Miller.
"It's not our intention to discontinue the show after 13 weeks. We
may have to switch the time or the day or possibly the network, but
if the ratings average out well, we won't abandon the show. It's one
aspect of a long-range Corn Products' plan to produce an advan-
tageous climate for the company among the American people. This
means not only stock brokers or industrial customers or consumers,
but all the people."
An air media veteran as a result of the many network radio and
tv shows his clients have sponsored in the past, Miller estimates
that 30% of the agency's total $11 million billing for 1956 will be in
t < I' \ ision and radio.
Tv, Miller feels, has been among the most forward-looking media
in '"it > search for new and interesting forms of entertainment. And,"
he adds, "it's of no consequence who produces or originates this
entertainment. \s long as the competition between both advertisers
and networks for public attention exists, people will be encouraged
to create new and attention-getting programing. They'll do so
whether working for packagers or networks or agencies.
• • •
11
SPONSOR
WDBJTV^w^
NOW . • • 63-county total coverage!
WDBJ-TV goes to maximum power — 316,000 watts — about mid-August ...
backed by a power-packed viewer promotion program throughout its coverage area
of more than IVi million population. All Western Virginia and portions of North
Carolina and West Virginia are included in this rich market where retail sales total
about 2 billion dollars annually.
Here's the breakdown in population that will be reached by WDBJ-TV: grade A
coverage, more than 862,000; grade B, nearly 700,000; 100 MV, over 1,045,000.
Home city — Roanoke — is one of the 50 fastest growing cities of over 100,000
population in the U. S. The WDBJ call letters have been a familiar voice in the area
for over 32 years.
For your copy of WDBJ-TV" s count/ outline map with principal cities
shown, write the Station directly or ask Peters, Griffin, Woodward.
itelwmm
CHANNEL
Owned and Operated by TIMES-WORLD CORPORATION
PETERS, GRIFFIN, WOODWARD, INC., National Representatives
23 JULY 1956
73
"RAM DAY COVERAGE"
The "rainy-days" of hundreds of thousands of families from coast
to coast are covered by giant insurance companies located in the
Prosperous Piedmont section of North Carolina and Virginia . . . one of
the major insurance centers of the Nation.
wfmy-tv, located in the heart of the Prosperous Piedmont, gives
you "rainy-day," as well as every day, coverage too!
Rain or shine since 1949, wfmy-tv has been the No. 1
salesman in this 50 county area where there are more than 2 million
potential customers for your product.
With full 100,000 watts power on Channel 2, wfmy-tv
is the only cbs station that gives you unduplicated cbs coverage of this
$2.5 billion market.
For outstanding sales results in the Prosperous Piedmont . . .
Martinsville, Va.
Danville, Vc
Reidsville
Chapel Hill
Greensboro
. . Durham
Winston-balem
High Point
Pinehursl
every
Salisb
ui /
Sanford
day of the year . . . call your h-r-p man today.
ujfmy-tv
Fort Bragg
WFMY-TV. ..Pied Piper of the Piedmont
GREENSBORO, N. C.
Repreiented by
Harrington, Righter & Parsons, Inc.
New York Chicago — San Francisco Atlanta
Now In Our
Seventh Year
74
SPONSOR
Nighttime covers AUGUST 1956
TV COMPARAGRAPH OF NETWORK PROGRAMS
Nighttime
SUNDAY
TUESDAY
r Th.ll
111 In.
I
& H olden
123.000
ilol-Mran
F
H3.noo
> $64,000
1 tiling*
h* 115,000
• My Meet
DltOB-Bnd
»n» Curtli
a IH.000
ItfJ* IfM'l
THURSDAY
FRI DAY
AUGUST 1956
I SATU RDAY
D Edwardi N*«
Thii li Show
II Iil«hr>r Speels
hunt i
5 win In 3
Sneak Pn«|M
PAG
Coma ton
Dltneyland
7-30-«:Sfl
BFSO °ri
Dltnoyland
eOUV.1l
ssce
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Donahue A Cm '
»tl e.vplatia
lions io 1
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-j- nimmli«li>n)
-*>t*nn Daylight Tiro*.
IBI in addition I.
mow; Ch. Chic
1. rAtl ...ll
nouwad 7SNY
that* memlnn
Md Marling Maw,
new M-F 7-8
help you une thtm chart
ll lilted -
,,™Ur»rrV»d"on**7o lUftOBt, orlgl-'
DUtltlPkUOD I
13 BOO W 157 M
Sponsor m listed alphabetically with agency and time on air
A. C. Spark Plug. Brother: NBC, lit TU 1030-11
Am*™. Maury. La* * Manhall: CBS. alt Tu
Am*r ChUI*. D-F-Si NBC. partlc 8-9 pm; ABC.
panic Sat 1 pm
Anar. Dairy Aim.. L'.mM.Hi Miinun ARC. alt W
7:30830 dcd ; Th 7-7.30 pen
. Ted Balct
M-F
I 15-30 pm; Tli 10:30-10:43 am;
Gey*r A BFDS: ABC, W T :30-
ii. IVInO tor
i.-.i.T»nll» In
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part of NBC TT
. Salary Ruor. Mi£: CBS. Sat 3 5 I
: ... pm; ABC, *li v\ • ■ » " i->«. Mir. *u
An Par,* Budhjnm: ABC, TAW S-3:1S pm
Armour & Co.. T»n>.m I. I. 1T?B NBC. Sat
Anwatrwa*. BBDO NBC. ill 1 10-10:10 pm
Aw*. Cwmiiinn NBC. Su S 9 [im. oo-tp'lhip
KAK NBC. Sun S3 30 pm
than* N W. A-rnt: CBS Sun 1.8 30 pbj
It, Ludcln: CBS. Tu 10:15-10:30 am:
Ataj si CBS, T 3-3:50 pm: alt
Bulova. lltE CBS.
Cimpbill Sou*, limn,
10 pm Cns. s.m
i:«
pmc, Su
. DBS Si S
n a i- i i ■
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Carnatlon, Bwm Matey: CBS alt
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CBS-Hytren. Bennett A Northr.jp
ChtyroUt. C»nipb»lMnald: ABC
Mir. T\, ii, ; ',ii f, [,.,,, i;,
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1-9:30 pfflj F 7
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0*8*1* M*ti
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LuiU-Ipi NDC partlc
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***• " ■' ' D Edwardi Htwt
• unn U-> «•.. IU*t
luit NT L
» Conference
C. L. rMHIer
Fath.r Kiwt,
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Hpoti Pap.r
Sgt. Prttton
trl 'tie YukM
fjiiiker OaU
Chryilar Corp
M*C-E 165.0(rn
11 I.
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Star Unit*
Brtllo MI,
IdNY ]
P&G:
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1 $25,000
rse.
13800 t* 35750
'. BBDO NF
: ABC. Sat S
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Sat 10-10:30 t
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n; ABC. Tu 7
NBC. i
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Mir
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AB Nlif, alt
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: NBC, Th 10-11 pm
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t
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VAR
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123NY F 90NT
IWT $40,000 DFS
If* Polka Tim
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Lar*r Brom:
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-ih.. H .1. ABC, W 715
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Salt. Nl^iB: ABC
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alt F 5-5'
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; HBO, MATh
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Standard Br.nd., JUL. Mir Ta r - I. I i.r,
ciih \i ]■: \-; v. pm. M in :i '■ in.
Stat* Farm Inc., MAIS NBC. P 10(10-11 pi
Starling Drug, H I" S Mir |. :i in In
Sunbeam, I'rrrln I'm. Mil' ill Mel 8-0 pm
Swift, M, I Mil M .: |", lis F 10 10 1
Time, t'ftl,, YAE: Mil', lit W I ID -1 : DBA
■ It F 10 ■ ■'"
T*nl Co. Nnrll. Telhm.ii-ljlr.l I'BS all M » .'10
l,,vi; Mil", ill *« H> i" I I
.. mi -s IRC T J !■■ ft:30 pm
erald CBS. Tu II 11:18 pm; alt
SPONSOR
GOES
WEEKLY
27 OCTOBER
WITH A
FOUR-POINT
EDITORIAL
PROMISE
1, essential reading
2, useful reading
3, fast reading
4, easy reading
A complete weekly wrap-up
in depth for very busy executives.
aDat« for fir., weekly i«ue changed from 2 November.
he service with the most subscribers"
LARGEST SAMPLING OUTSIDE U. S. CENSUS
TV COMPARAGRAPH OF NETWORK PROGRAMS
DAY
MONDAY
TUESDAY
FREE-Write for July
courtesy copy of the
current $300 report
SO YOU CAN SEE FOR YOURSELF THE
TREMENDOUS VALUE OF U.S. PULSE TV
1,800,000 DIFFERENT FAMILIES
INTERVIEWED, 1956
Of unparalleled statistic nl accuracy, Pulse In-home personal inter-
viewing provides tin- TV-Radio industry's largest and most scien-
tific sampling, i \« cnlcil iii si/c nnly by U.S. Census.
Pulse operates in 150 mnrkels must to coast. Local staffs CBrefull)
supervised give you the true picture of your programming effec-
tiveness in the individual market, Mao multi-market TV film
performance.
I'\i'i\ Miih iiiti'ivirw i» (lurked directly l>y Pulse headquarters.
Three attempts are made against "Not-At-IIomes," characteristic
of the costliest tailormade surveys.
Honored by the Arnericnn Marketing Association for developing
the correct way to measure out-of-honie listening, too, since 1941
Pulse has built a methodology so reliable thai more than 170
blue-chip firms employ Pulse personnel for special projects. Sole
source for accurate audience composition!
Modes! monthly COSt enables hundreds of subset ihers to use Pulse
on. a continuous basis, without any contract commitment!
Examine at your leisure the current national report. Sent
to you FREE. No follow-up harassment' A request on your letter-
head will bring you your courtesy copy of US Pulse TV. Obey
that impulse . . . write Pulse right now!
This month throughout the U.S., 750,000 homes are
being interviewed tor next month's "US. Pulse TV"
AND URBAN COVERAGE
PULSE, Inc., 15 West 46th St., New York 36
Telephone: Judson 6-3316
No natwork "1
i
No network ,.,,,, r iiniii!
0*11**.* ■ i*"
Bindvaoen "id
,NY lutt Lett
It Ixtl-vllllClt
CM L
Aug 11-11 ^ »••*
Bui Fran L ttemoi.ee
Plllibun Mill*
Igffj i u icheduled
t.ty ■"'jlS.OOO Au« "*»
Valient Lady gBn jr,,,,
. « , *u« ao-w
Stand Jlrandi
HUNT m L Sunburn
HI'-"'. ,-,.,.,■,
MNY m-f T<
Campion $9,500
Newe
1-1:10
Tenneiiee Ernie
Ford Show
PAO B&B
K.vlft M(-E
A# ..."
film FMtlnl
3-5l>m pllilo
hint n-w.l
Etty •/* hr |.Si
Brlahtar Ou
11SNY m-f L
Am Home Prod*:
119NY m-f L
Tod Bate* 18.500
em/lR
no per pirtlc
Ime A latent
Queen For A
Bl"%u"'
Lain] 5 30-545
■.'amnios
EtWll WlHf
WEDNESDA'
Convention
THURSDAY
Daytime
FRIDAY
AUGUST 1956
SATURDAY
OIm Dmi >**■
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It Could Bo You
Phi mi) II ill an
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Back
Prod
Ted Batai
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n ui'i . i. mil
T * m-f L
t Could Bo You
PAQ: l.'.r, |
PAO: prell,
lTon onow
TonneKee> Ernla
Ford Show
PAG B&B
Tennoiiea Ernie
Ford Show
n-r 3:10-3pm
PAO B&B
MHm G. Wade
NBC"* Matinee pT
BrllMer Otv
P*Q
Queen For A
Tim B*tr*t Storm
Afternaon Amir Bocna P™
Film Fertlrat m-f (■« toon)
No net Chi
15,040 to W. 300
I in* Klddla Speelal
It Could 8* You
By L
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P*q b&b
Brown A Wmm
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IMeff Ttrewtn*;
Film Fettlnl
NY F
Elty Vi lir 13000
Bob Cro»ti>
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WHEN YOU BUY ATLANTA...BUY Qmg^W
AND STRETCH POTENTIALS TO THE FULLEST
When you put to work the tallest tower, maximum power, plus
top CBS-TV and local programing, you immediately enlarge ■'•«J/ p^nT^ffi^' '' \ L.
your potentials in the fast-growing Atlanta market. You im- ,V/_'WI '^/.„v
mediately add 300,000 people with over $300 million in spend- \ i^S
able income, because WAGA-TV alone gives full coverage of
a full 60 counties. Get the facts from your Storer or Katz rep
about WAGAland and see why WAGA-TV is your best buy
in Atlanta.
TOP DOG k IN THE NATION'S 21st MARKET
Represented Nationally by
THE KATZ AGENCY, Inc.
wada-tv
CBS-TV in Atlanta
STORER BROADCASTING COMPANY SALES OFFICE?
NEW YORK-118 E. 57th St. -TOM HARKER, Vice President and National Sales Director • BOB WOOD, National Sales Manager
CHICAGO-230N. Michigan Ave. • SAN FRANCISCO-1 1 1 Sutter St.
23 JULY 1956
81
speedicraft boat co. makes 14 and 16' outboard
pleasure boats which are sold throughout the United
Siatcs and Cuba. Wood comes from Holland, is
shaped by 50 craftsmen into peerless pleasure craft.
dolphin craft are reinforced hberglas plastic boats,
moulded in one piece, trimmed with mahogany, oak or
cypress, made in Jacksonville at the rate of 50 a week.
■
gator boat trailers are made by Peterson Uros., who
employ 77 full-time employees, account for more than
$1,000,000 in annual local purchases, have 1,300
dealers in the U. S. and I I foreign countries.
u. s. navy destroyei in Gibbs Corporation drydock.
Navy's vast Jacksonville complex includes S350 mil-
lion worth of Navj and Naval Air installations,
employs 21, (KM) uniformed and civilian workers.
Workboats, Dreamboats,
and Everything In-Betweer
JACKSONVILLE, important world port served by 51 steamship line
is a bustling ship-building and repair center. Facilities includ
the vast Gibbs yards, the drydocks of Merrill Stevens, the yachi
building plant of Huckins, the Diesel workboat shops, and extffl
sive yards where builders of smaller pleasure craft practice the:
demanding trade.
With an annual payroll in excess of ten million dollars, the ship
building industry is just one of Jacksonville's many facets.
Largest naval stores and lumber market on the Atlantic Coasl
financial and insurance center of the Southeast, site of six grea
Naval installations, Jacksonville is the home o[ 600 thrivim
industries.
Approximately 375.000 people live in Jacksonville: 700,000 more
arc in the surrounding market area. Most of them watch
WMBR-TV.
..." •-• t . - ^j-
merrill stevens ORYoocK a repair co. employs 1,200, handles repairs on seagoing
ships up to 16,000 tons. Loeal purchases exceed SI million. Availability of deep
water and sheltered harbor easily reached by land make Jacksonville a major port
and repair center; tonnage handled exceeds that of closest rival by 40%.
w of downtown Jacksonville across the St. Johns River.
•wer right quarter, Gibbs Corporation facilities, including six
7 docks, eight piers, six landing ways. Gibbs employs 2,000,
rforms marine repairs and conversion jobs, makes virtually all
ids of work and pleasure craft on 24-hour-a-day basis.
pleasure craft built by Huckins Yacht Corp., builder of custom yachts in the
530,000 to $250,000 category. Huckins employs 1 30, makes all yacht components
except motors and electronic equipment.
diesel shipbuilding co. builds tugs and dredges, shrimp trawlers and barges. Facili-
ties are on Inland Waterway, which offers 12' channel along entire Atlantic coast.
Diesel also makes wood and steel repairs, and hydraulic pipeline dredges.
WMBR-TV Coverage
0.1 MV M (Estimate)
ital area covered by WMBR-TV's
li<imum powered signal includes
lillion people— a billion dollar
irket reached exclusively by
rthern Florida's and Southern
Drgia's most powerful station.
ABR-TV • Jacksonville, Fla.
innel 4
erated by The Washington Post Broadcast Division
presented by CBS Television Spot Sales
-
20 foot with' Cellomatie screen dramatizes presentations
with the TvB script for presentation.
The Hi l'\ 20 foot Cellomatic screen
it i i-. according to its manu-
facturer, the only method of animated
presentation other than film.
Briefly it works like this. An oper-
ator, provided by the Cellomatic Corp.,
operates the projector from behind the
screen, lie follows a script of the
presentation using a series of optically
controlled movements to provide ani-
mation. A varietj of effects including
wipes, dissolves, round and square
irises, and animated effects such as
moving dotted lines and arrows, ex-
panding graphs and animated figures
can be obtained with the process.
A new TvB presentation, also being
prepared in Cellomatic process, will
debut at Chicago in October. * * *
Cello. ,.*_t,i. i.un in action at TvB luncheon
Presentations are being more effec-
tivel) dramatized b) the use of a new
wide-screen Cellomatic Corp. process
called Cellorama. T\ B has just com-
pleted a lour citj tour of a presenta-
tion utilizing Cellorama s\nchronised
Etltlie Boueette food show suggests local programing Ulea
telecasts in color the idea can readily
be handled in black and while.
Once a week Kddie Doucette, NB< 's
culinary star, welcomes a succes-lul
Chicago chef to the WNBQ studios
where he prepares one of his special-
ties, keyed to familj size proportions.
The same recipe, together with a pic-
lure of the guest chef and Chef
Doucette, appears the following day in
the Chicago Sun-Times.
The series was developed through
the Chicago Restauranl Association
whose public relations counsel soughl
to familiarize Chicagoans with theil
hometov n restaurants.
The idea could he easil) translated
into local terms. It might e\en he
more entei tainins when the chef I
Chef Max Ludeke, Doucette & Maine friend
Local stations should be able to
attrai i restaui anl advei tising in their
area bj i am idea thai
is currently originating over \\\BO.
the local dinei gets in front of the i\
< amei .1- w here man) ol his acquaint-
• * •
Chicago. Though the Chicago station ances would recognize him.
HI 11. Bullus, Introduces on announcer wired for truth
Something new has been added in \- .< means of dramatizing claims
commercials thai maj well detet both made bj the Frigikai Corporation for
"h.ml sell" and "soil sell." Though its Frigiking auto air conditioner, a lie
ii~ ori inators haven'l named it. it detectoi machine was hooked up t"
could he called "true sell." \\ I \ \ I \ announce] George Milner.
As Milner described the merits of the
Frigiking auto air conditioner, the
t\ cameras were focused on the detec-
tor < polygraph needles giving about
158.000 \ iewers a chance to see the lie
detector's readings simultaneouslv with
Milners comments. * * *
IDC, COO viewers see Milner (r) & lie detector
WEEt's Jerrg Howard to
sell Paekurtls in Boston
Jerry Howard (I), & Down Easter Slim Pickins
The two personalities above belong
In WEEI's Jerry Howard. Howard has
jusl recentl) been signed by the Boston
Factors Branch of the Studebaker
Packard Corporation for a one-hour
show to be aired six days a week. The
show, contracted to run for 26 weeks,
will he known as The Packard Hour
starring Jerry HouarJ. "Down-easter,
Slim Pickin's" i- the name of Howard's
alter ego. * * *
Briefly . . .
\ baby elephanl has become a
^ S) mbol for children in Seattle
schools. The animal was purchased
and transported to Seattle— Woodland
Park Zoo with 84,000 raised b) Kl\(.
Radio and T\ during a 13-hour mara-
thon broadcast 2!! \pril. The animal
was dubbed "Elmei the Safetj Ele-
phant" and has become a visual S) m-
bol for Seattle youngsters who have
formed school safer) clubs. In the
clubs, children are urged t" learn six
84
SPONSOR
basic safety rules and to "never forget
them" just as Elmer the Safety Ele-
phant never forgets them.
• * «
Business was tripled at Rickey's
Drive-in in Sioux Falls, South Dakota,
when KSOO originated a Shopper
Stopper record program direct from
the drive-in. KSOO disk jockey, Ken
Smith, munched "Rickey-burgers" as
they came oil ihe grill and invited lis-
teners to join him. Smith played rec-
ord requests with each burger order.
Owner Ricke\ Ilaggar reported that
receipts tripled over previous nights.
\ portable radio studio, manufactured
b\ the Shopper Stopper Co., was used
for the broadcast. Called the Mini-
Studio, it has a 70 pound mixer-
amplifier-console with a 45 rpm record
player.
« # *
NARTB Highlights reports that
Congressman Craig Hosmer's cam-
paign against "loud and obnoxious
radio-tv commercials" was bolstered by
a TV Guide editorial urging readers to
write Hosmer and express their opin-
ions of his efforts. Response from 48
states and six Canadian Provinces, now
being organized, suggests, says Hosmer,
that the consensus will not be com-
forting to "network or Madison Ave-
nue hucksters who try to brainwash
every living American and Canadian
in such things as 'wondering where
the yellow went' or 'why grandma
can't get a queen size pop bottle.' '
# * »
With do-it-yourself packages as
popular as ever, Cummings Produc-
tions, New York City, has released
what it calls the "first do-it-yourself
jingle kit." Conceived by Sales Direc-
tor Don Fellows, it consists of a cello-
phane envelope filled with cut-out notes
and a printed blank musical staff. The
kit was designed to kick off a new
Cummings sales program and presen-
tation released this month.
Portable transistor radios by Zenith
are dramatizing the reach of radio for
salesmen from Washington, D. C.'s
W \IAL With pocket-sized radios, on-
the-spot demonstrations of station pro-
graming is possible wherever a WMAL
salesman happens to be when talking
with a client. Robert W. Jonscher,
radio manager for WMAL, comments,
"here, indeed, is proof that every-
where you go there's radio." * * *
•^fand only one
In the Baltimore market
one station*^
m delivers the most listeners
at the lowest cost per thousand
WFBR
Baltimore's Best Buy
REPRESENTED BY JOHN BLAIR AND COMPANY
00.
O
O -E
O -
■
or
LU -E
a- M
9
</>
o
u
o
lowest
cost-per-thousand
in
Columbus, Ohio
VWKO
cost-per-1000
is 49% lower
than closest rival
VWKO
delivers 5.4
average between
8 am and 5 pm
Pulse: Dec. -Jan. '56
l/VVKO
Columbus, Ohio
lit* the slide-rule
and call Forjoe
ThePYNAMIC
STATION in the
RICH
TULSA
MARKET
KRMGf
•^O^^O^ATTS '740 KC
• DYNAMIC COVERAGE !
• DYNAMIC RATINGS!
* dyn am »c personalities \
let your BLAIR KAAN tell
YOU HOW YOUR DOLLAR
Buys more when you use
KRMG
THE GREAT
INDEPENDENT
ofthe SOUTHWEST
23 JULY 1956
85
POLITICAL POINTERS
{Continued from page 41)
"I ve written a whole primer on time-
buying," says Reggie Schuebel, media
v.p. of Norman, Craig \ Kummel.
agenc) for the Democratic National
Committee. "Don'l Forget that most
political candidates, particularly on lo-
cal an<l state level, decide what lime
periods tlie\ "re to be on."
In the timebuying area-, these are
the basic rules that experts put down
for politicos buying their own time:
1. Remember to get the same rate
as any commercial .sponsor having
equivalent time. If a certain frequencj
of announcements would entitle a com-
mercial advertiser to a discount, the
political sponsor is entitled to the same
discount. The \ \RTB Catechism for
Political Campaigns ensures political
candidate- every rate break that any
advertiser or timebuyer jiets.
2. Make sure you get the local rate,
if you re entitled to it. If a local rate
is in effect, it is well to check station
management and learn requirements.
Even Congressional campaigns can
sometimes fall within local rates.
'A. Know your party's timebuying
strategy in your area before commit-
ting \ourself to a purchase. You may
he able to strengthen your campaign
l\ buying a 5-, 10- or 15-minute slot
following your Presidential candidates'
telecast. In any case, be sure not to
weaken \ our audience b\ buying oppo-
site national candidates' programs.
4. Don't try to preempt the most
popular show in your market for a lo-
cal office campaign. You may hurl
your chances of getting elected by
building resentment through such a
preemption. Your campaign may be
the most important thing in your life,
but usuall) only national Presidential
candidates are of sufficient interest to
voters to warrant preempting shows of
/ Love Lucy caliber.
5. Spread your budget by buying
several 5- or W-minute segments rather
than one hour. The more frequency
and audience turnover you can buy,
the more voters you have a chance to
influence. Besides, you'll find it easier
to hold an audience for 15 minutes
rather than an hour. Top-rated come-
dians sufTer from switchover — why
wouldn t vou?
6. Remember to use radio an-
nouncements as a means of spreading
your budget. I\ can be very effective
for a candidate, that's true. But you'll
Lid more out "I u">ui few u speeches,
if vou remind people to listen to them
and remind them of the issues at stake
via a radio announcement schedule.
7. Get professional help in buying
time, ii it'- available. You may know
i Please turn to page 90)
f. ><>ir stations on air*
CITY A 8TATE
GALL
LETTERS
CHANNEl
NO
ON-AIB
DATE
ERP (k»)«
Vliual
Antenna
(«)•"
NET
AFFILIATION
STNS.
ON AIR
SETS IN
MARKETt
I 000)
PERMITEE. MANAGER, R
MADISON, WIS.
WISC-TV
24 June
25
605
WKOW- 133,625 Morgan Murphy
TV
WMTV
If. IVete construction permits*
01 TV 4 STATE
CALL
LETTER8
CHANNEL
NO.
DATE OF GRANT
ERP (kw)'
Visual
Antpmta
STATIONS
ON AIR
SETS IN
MARKETt
(000)
PERMITEE. MANAGER
GREENFIELD, MASS.
PEORIA, ILL.
RALEIGH, N. C.
SPRINGFIELD, ILL.
WIRL
58
8
WRAL 5
WMAY-TV 2
5 July
27 June
27 June
27 June
8.2
316
100
100
500
990
WEEK-TV 204,230
WTVH
1170 WNAD-TV 285,500
715 WICS 103,580
Springfield Television Bestj. Cere
WIRL Television Co.
Capitol Bcstg. C».
WMAY-TV. Int.
I II. JVetv applications
OITV & STATE
CHANNEL
NO.
DATE
FILED
ERP (kw)*
Vlaual
Antmru
(ft)*"
ESTIMATED
COST
ESTIMATED
1ST YEAR
OP EXPENSE
TV STATIONS
IN MARKET
APPLICANT. AM AFFILIAt
BISHOP, CALIF.
BISHOP, CALIF.
EUREKA, CALIF.
70
72
13
7 July
7 July
30 June
83
83
3.236
20
20
93
$7,950
$3,150
$92,532
$11,550
is total
for both
$84,000
KIEM-TV
Janus R. Oliver
James R. Oliver
C.-.rroll R. Hauser
BOX SCORE
U. S. stations on air
Markets covered
2UU
•Both new c.p.'a ind nation* going on the air lilted here are those which occurred I
25 Juno and 7 July or on which Information could ho obtained In that period, i
are considered to be on the air when commercial operation start*. ••Effective radiated
Aural power usually it one-half the vliual power. •••Antenna height above average Uara
above ground), tlnformatlon on the number of acta In markets where not designated at
from NBC Research, consists of Mtlmatei from the nations or rop« and rault be deemed ai
mate JData from NBC Research and Planning. NTA: No Bgnree available at
on tela In market. 'Community wonld iupport proposed lower-power itatloo at leaat three
or until auch time « it becomes lelf sustaining Tresentlj off air. but atlll retain
•Non commercial. 'Above ground.
86
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K & E — filmed three 1-minute and one 2-
niinute commercials for Beech-Nut — including
set-up, lighting, rehearsal, and shooting — in a
single day! Had prints on the air on 20 stations
across the country 7 days later!
McCann-Erickson— shot two 1-minute com-
mercials for Nu Soft in just 1 afternoon!
Westinghouse— set, rehearsed and shot a
full 15-minute show in one morning — had final
prints JfS hours later!
Les Paul and Mary Ford — delivered 35
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152 West 54th Street, New York, New York
Telephone: JUdson 2-2590
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Telephone: GRanite 7-4271
23 JULY 1956
87
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23 JULY 1956
89
POLITICAL POINTERS
i Continued Irani jiage 86)
all about politics, but you can't learn
timebu) in^ overnight.
Both the Republican and Democratic
National Committees have stressed the
importance of shrewd timebuying in
selling their candidates to the t\ view-
ers. Hut. as Harr\ Beaudouin. Repub-
lican assistant p.r. director and head
of t\ and radio, puts it :
"Once you're on tv. if you don't ar-
rest the viewer's attention in the first
two minutes, you've had it. The tv
viewer isn't trapped as he would he in
a meeting hall. If you're dull, he can
cut you out of his home with a flick
of the dial."
The experts" tips on effective tv pres-
entation range from a technical brief-
ing on the medium, as the ABC TV
Coaching Schools provide, to explana-
tions of viewer psychology and what
constitutes the dramatic on tv:
I . "Be yourself" says ABC TV's
John Daly. The tv camera points up
phoniness as no spotlight or podium
could. As an example of ineffective
use of the medium. Dal) cites Tom
Dewey's first tv venture in the 1948
Presidential campaign.
"He talked as if he were addressing
a big crowd at a luncheon meeting,
instead of a small group in his own
home," he says. "The result was that
hi- pei -onaliH didn I < ome through.
"Then he was persuaded to take off
his coat and use the same approach
he'd used successfully as a d.a. He had
several people seated around a table,
and the\ asked him questions. I he re-
sults were far more effective, because
Tom Dewey was acting naturally."
2. Ski]> flowery oratory. You
wouldn't use "phraseology " in per-
suading your neighbor: don t try it on
tv. Tv is an intimate medium. You re
speaking to groups of three or four
viewers in their own living rooms. If
you make believe you're addressing
yourself to members of your own fam-
ily, you're more likely to have a more
persuasive, conversational speech than
if you're still keyed to addressing
thousands in an auditorium.
3. Don't be a comedian. If your
viewers want jokes, they'll turn on
Berle. There's a difference between in-
teresting your viewers and trying to
entertain them. It takes years of pro-
fessional experience to do the latter.
Says Norman. Craig & Kuminel's
executive v. p.. Norman B. Norman:
"It's the peculiarity of tv that viewers
will tend to remember a 30-second joke
out of a 30-minute speech and forget
the rest. The greatest harm a candi-
date can do to himself is to undermine
people's confidence in him by seeming
flighh or flippant in a field where peo-
ple want a serious, responsible man."
4. Develop a provocative title for
\our t\ speech ahead of time. Advance
publicity built around this title, your
name and the big issue at stake can
help build \ our audience to a peak.
And tv's too expensive a medium to
plunge into without making sure vou're
getting the largest available total audi-
ence.
Furthermore, adds the Republican
National Committee, you attract or re-
pel viewer- on tv within seconds after
vour introduction. The simpler this
introduction and the more intriguing
the stated subject of your speech, the
in likeh \ iewers w ill lie disposed
to listen sympathetically.
5. Use visual aids. There's nothing
so dull as a man sitting behind a desk,
droning on and on without interrup-
tion. Choose one or two points before
going on tv and plan to illustrate these
NOW* « .77 Personalities
DELIVER THE ENTIRE
550,000* -a** -^^
^ j^^^^k
MILT NAVA
• ■■■■■..'■
FINA MARIN
TEDDY FREGOSO
RUDY HOYOS, JR.
♦SPANISH
LANGUAGE
BROADCASTS 22 HOURS A DAY
BOB MEROC
LA.- RYan 1-6744
Rep: Broadcast Times Sales
90
SPONSOR
with pictures or a graph. But make
sure these visual aids are "tv proof,"
in other words, that they can be seen
or read clearly by your viewers. It
pays to have these visual aids pre-
pared by professionals, because they'll
just frustrate the viewer, if they're not
clear.
There's some controversy about ef-
fective use of visual aids. While most
experts agree that a candidate should
exploit the visual aspect of tv by pro-
viding some variety and action with
visual aids, there's no agreement on
the amount of visual material that's
most effective.
"Too many charts make the candi-
date seem academic and clutter up the
speech," says Lloyd Whitebrook, for-
mer head of Joseph Katz agency, which
handled the Stevenson campaign in
1952.
6. I se prompting devices. Very
few amateurs know how to deliver a
memorized speech on tv without seem-
ing stilted. It's far better to know
the gist of the speech, but rely on a
prompting device for actual wording
than to concentrate all effort on re-
membering particular phrases.
The most modern prompting devices
today make it possible for a man on
camera to read and still look direct!)
at the viewer. When instructing Ma-
lion personnel on use of their prompt-
ing devices, TelePrompTer salesmen
always explain one point that's useful
to political candidates as well: "Don'l
worry about not being able to follow
the prompting devices. The operator
follows \our speed — you don't follow
his."
Of course, many stations have
prompting devices that the speaker can
regulate himself. The important tiling
for the candidate to remember is that
he should know well in advance of air
time how prompting will be handled.
7. Get setting suited to your per-
sonality. If you're not the "edge-of-
desk-sitter" type, don't reach for casual
poses. At the same time, avoid stay-
ing behind a desk. Harry Beaudouin
suggests "an easy chair in a library
setting. But don't lounge in it."
It's important to remember that the
setting can either emphasize the can-
didate's personality or undermine it.
It can make him seem removed and
aloof from the viewer in one extreme
case, or folksy in a phony way at the
other extreme. Ideally, the setting
should be simple and informal, but
suitable to the office the man's seeking.
8. Movement raids drama. It can
also trap the tv no\ ice.
"Move slowly and deliberateU."'
says the Republican National Com-
mittee's tv bible for candidates. "If
\oti get up too quickly, you might just
hit your head on the overhead micro-
phone boom. The viewer might find
this amusing, but it isn't going to add
to the effectiveness of vour message."
A technical reason for moving slow-
ly is the matter of keeping the camera
on the candidate. Movements must
therefore be planned in advance and
discussed with the station technical
director for lighting and the camera-
men.
Says Harry Beaudouin, "If your
head suddenly jumps through the top
of the viewers screen, the effect is dis-
ruptive, to say the least."
9. Insist on a "dry run." Stations
rehearse their own programs. They'll
cooperate with you and help you fa-
miliarize yourself with the technical
problems in televising your speech.
For example, cameras have a small red
light that goes on when the camera is
"on you." If you're looking into a
camera when the light goes off. don't
jerk your head over to the one where
the light's on. Just keep talking and
Ne Have Cornered
the Market !
THERE IS NO OTHER
SINGLE WAY TO REACH THE
550,000 METROPOLITAN L. A.
SPANISH SPEAKING AUDIENCE.
Complete information — including audience,
market and product preference is available.
23 JULY 1956
With the addition of two of America's most
famous Spanish Speaking Radio Personal-
ities, KWKW enhances its around-the-clock
attention of the L.A. Spanish Speaking
audience.
ELENA SALINAS has endeared herself to a
public to the extent where many of her spon-
sors have been with her for as much as 18
continuous years. Her goodwill and frank
appraisal of the product she endorses sells
consistently!
ERNESTO CERVERA is nationally recognized
as an announcer and consultant as a result
of his intimate knowledge of the Mexican
people and their buying habits. In this capac-
ity he has served TIDE, GENERAL MILLS,
CARNATION MILK, LUCKY STRIKE,
CHESTERFIELD and many others.
You can buy this specialized audience at
30c to $1.00 per thousand.
REP:
L.A. — Ryan 1-6744
Broadcast Time Sales
91
turn slowl) and casual!) to the other
camera. But a "drj run" will help the
cameraman and \<>u.
10. Ask station men about your
clothes before the da) you're on t\.
It > basic to avoid white shirts, for
example, because the) tend to reflect
light into the camera. Light blue
comes across as white on l\. Herbert
Hoover, so the story goes, had his
white shirt dyed in tea when called to
U cameras at last convention.
Jewelrj can deflect light and ■ :ause
a distracting glare. So, don't be of-
fended if a station man suggests you
lake a ring or tie clip off. He's not
commenting on your taste.
11. Follow make-up suggestions.
There's nothing sissified about using
some pancake makeup, if the directoi
should suggest it. T\ lighting can make
Jayne Mansfield look anemic, if her
makeup isn't right.
I here'- a stor) about a candidate
for a local judgeship that circulated
about the Democratic National Com-
mittee recently. In the last election, a
station director had suggested to the
candidate that he put powder on his
bald spot.
"" \w go on," said the candidate, with
an embarrassed grin. "That's okay for
m\ wife. I'm not running in a beauty
i ontest.
But a spot check among the candi-
date'.- own political affiliates alter the
telecast revealed that many had been
more intrigued with the play of light
on his bald spot than they had been
with the man - speech.
"It's the small Hubs that can destroy
the effectiveness of a tv speech," a
BBDO producer, who worked on the
1952 Presidential campaign, told
SPONSOR. "The t\ screen will pick up
and magnif) the ludicrous or incon-
gruous at the expense of the candi-
date - message.
12. Relax. This point is the first
and most important one the experts
make. It's true, the) say, that viewers
sometimes sympathize more with the
self-conscious than the glib. But there's
little danger for the political candidate
to seem too professional on tv.
" \ relaxed speaker inspires more
confidence than one who's tense and
nervous on tv." sa\s Walter Craig, tv
and radio v.p. of Norman, Craig &
Kummel. *"lt - best to have a working
knowledge oi the medium before usini:
it. Then once on the air. relax." * * *
In Evamville This Growth StorylsMoreJThjnjiTaUTale^
WEHT - TV
CLIMBS FROM 11.000 TO
WATTS!
lack's bean stalk was a stunted century
plant compared to this story of growth.
April Hth permanent affiliation contracts
were signed with CBS. On August 15th
WEHT-TV— Channel 50 in the Evansville
Market area will boost its power from
11,000 to 204,000 Watts. . . . Involving
an expenditure of $200,000 in RCA trans
mission equipment.
AN ESTIMATED 75.000 NEW HOMES
WILL BE INCLUDED IN THE NEW
COVERAGE AREA!
WEHT-TV is your FOLLOW-
THRU STATION IN THE
EVANSVILLE MARKET. Only
WEHT-TV offers (1) Guar-
anteed On-thc-Air promo-
tion, (2l Newspaper adver-
)l Newspaper Pub-
licity, i4> Letters to
rct.nl trade, '5> Daily
news letters to ho-
tels and hospitals,
'6i Lobby displays,
' 7 > Monthly house
organ. (81 Window
Banners, Posters and
'9> Billboards.
Representee/ by
YOUNG TELEVISION
BRYLCREEM
[Continued from page 39)
Buying is limited to those markets
which have at least 50,000 tv sets. The
currenl schedule of 106 stations
reaches into 85^ of all tv homes dur-
ing a weeks time, the company esti-
mates. Brylcreem, as a mass-distrib-
uted product, requires advertising
nie-sages which reach a mass audience.
I he hair dressing is distributed
through many different types of retail
outlets: department stores, drug and
variet) stores, food stores, supermar-
kets, as well as barber and beaut \
shops.
3. It uses one-minute films.
\ll of the Brylcreem commercials
are minutes, and all combine stop-
motion and live-action sequences. The
main copy point in each: "The Smart
Look i- the Bnlcrcem Look."
Since 1954, the product has used an
attention-getting, favor-finding com-
bination of puppets and a single jingle,
in combination with live-action film-.
Seven in eight of all tv announce-
ments feature the puppets and the jin-
gle. \ box and a girl puppet romp
after each other to this jingle:
"Brylcreem. a little dab'II do ya.
Brylcreem, you'll look so debonair.
Brylcreem, the gals will pursue ya.
Simply rub a little in your hair."
The jingle was composed by Jack
\|Im[|oii. vice president and head of
tv and radio production at Atherton &
Currier. The jingle has been u>ed
since L948, when Ritchie incorporated
it into radio announcements.
On tv. the stop-motion puppet ac-
tion starts with the bo) puppet, with
unkempt and flying hair, racing after
the petite blonde gal. \fter using a
dab of Br\ Icreem, he finds the blonde
pursuing him.
\therlon >S. Currier agenc) created
and styled the puppets, working with
\\ ilbur Streech Productions. New
York. The puppets themselves, and
the film sequence- featuring them.
were produced in Germany. Puppets
v ere made of a rubbei j plasti< mate-
rial mounted on a universal frame, and
experienced German craft-men worked
on details ol design and expression as
planned b) the agency. Animation se-
quences were detailed step b) >i«'p.
based on action of live models enact-
ing the puppet pursuit theme. I he ani-
mation technique i- stop motion,
-I a -l\ lized <il\ background,
i Please turn to page 96)
92
SPONSOR
EUGENE
KVAL-TV
Channel 13
ROSEBURG
KPIC
Channel 4
COVERING OREGON'S
2nd MARKET
©REACHING
130,190 FAMILIES
with spendable
©income of
$68| MILLION
TV
Here's the surefire way to get to the heart
of the nation's rich timber land. . .
just bursting with active sales potential!
Use the KVAL-KPIC team, and you're reaching
the majority of 130,190 families in the North-
west's 5th richest market. These sister stations
offer the only consistent coverage of the largest
market between San Francisco and Portland. So,
if you're buying — or planning to buy — why
waste money? Use KVAL-KPIC, the one com-
bination that spotlights this booming timber-
land area. Contact your Hollingbery man,
or Moore and Lund (Seattle-Portland).
EUGENE —
ROSEBURG
23 JULY 1956
93
WEATHER . . . SPORTS . . . TRAFFIC
WHERE TO GO . . . WHAT TO DO
The trend is clear. Letters, 'phone calls,
surveys — everything points to the evolu-
tion in daytime radio listening habits.
People — your customers, bless 'em — want
more intimate, easy-to-listen-to radio pro-
gramming. Feed them more music, more
on-the-scene local news, more community
service, and they eat it up.
And audiences who get more of what
they want, give more of what you want:
attention . . . interest . . . desire . . . sales!
WBC's been listening to the people. And
so, on July 16th, WBZ+WBZA, Boston-
Springfield . . . KDKA, Pittsburgh . . .
KYW, Cleveland ... and WOWO, Fort
Wayne will go all-local all day long. Hourly
news reports, more weather, traffic and
general service announcements, and more
music will fill the bill today's radio audi-
ence prefers.
For the advertiser, this means more
popular, top-rated time segments for your
spot buys. Plus WBC's top power, top
talent, top markets. For availabilities in
the new, better-than-ever daytime WBC
radio schedules, call A. W. "Bink" Dan-
nenbaum, WBC Vice President-Sales at
MUrray Hill 7-0808, New York. Or, call
your nearest WBC station.
W
WESTINGHOUSE BROADCASTING COMPANY, INC.
RADIO
BOSTON — WBZ+WBZA
PITTSBURGH KDKA
CLEVELAND— KYW
FORT WAYNE — WOWO
PORTLAND — KEX
TELEVISION
BOSTON — W BZ-TV
PITTSBURGH KDK AT V
CLEVELAND -KYW-TV
SAN FRANCISCO — KPIX
KPIX REPRESENTED BY THE KATZ AGENCY. INC • ALL OTHER
STATIONS REPRESENTED BY PETERS. GRIFFIN. WOODWARD. INC.
BRYLCREEM
i Continued from page (->2 i
The attention - geting psychology
works, and Brylcreem has proof of
this attention: \dvertesl Research re-
ports that Brylcreem spot t\ commer-
cials fall within the top W t of over
loo commercials the) have tested, on
the basis of commercial remembrance.
The advertising points were "played
hack"' b) 90' "| those \ iewers who
-n\ Brylcreem t\ advertising, "'an ex-
tremel) favorable showing, compared
with over LOO reports we ha\e pre-
pared for other clients" says Advertest
Research.
Even though both the puppet se-
quence and the jingle are combined
in most of the tv announcements, nei-
ther shows any sign of wearing out.
This is the contention of Vice Presi-
dent Joseph Molnar. A&C account ex-
ecutive who has worked on Ritchie
business since it was signed by the
agency in 1941.
He explains the continued effective-
ness ill the puppet-jingle sequence this
wax :
"The jingle has the flavor of enter-
EXTRA
Kaittf Netua
EXTRA
VOL 3 NOT
JULY '56
OMAHA, NEBR.
KFAB NAMES
NEW MANAGER
LYELL BREMSER
ELEVATED TO POST
LyeJl Bremser, of the KFAB staff
for 17 years has been appointed
General Manager of the station.
Bremser started his announcing
career while attending the Univer-
sity of Nebraska. He later special-
ized in news and special events and
developed into the midwest's best
known and best liked sports broad-
caster. Much of his popularity re-
sulted from his colorful, accurate
plaj b) play coverage of Nebraska
Cornhusker football Games which
he has done continuously for over
13 \cars.
Lyell was appointed Program Di-
rector for KFAB six years ago. He
is a native of the Midwest Fmpire
. . . born in Dow City, Iowa, mar-
ried and the father of four children.
Bremser's programming know-how it ill
be reflected in an even greater KFAB.
Advertisers can look forward to con-
tinued high level results from radio
dollars . . . and the listener can expect
the best in all around service and i ///<;-
tainment,
Peters, Griffin, Woodward can tell you
the full KFAB story . . . or contact Lyell
Bremser today.
v \\ \\ * I J ' / / / /
*J(FAB
OfflRMR nac radio
/
<s^-
stf-^
tf^*
\<S*V\
^\S>
<tfS
»8*&
%
tainment. People are always amused
by the little puppets. Thus, the jingle
and action combine a good selling
pitch with the kind of entertainment
which tells the storv. Result — it helps
sell the product. Then too. the adver-
tising copy in the commercials does
not in any way stretch the credulity of
the viewer, because the claims aren't
exaggerated."
4. It pegs its best audience pros-
pects.
There's another big reason Ritchie
likes late-night buys.
"We want to reach a lot of men,"
says Keenan. "and we know that we
are able to with late-night times. Our
average audience runs 50 adult men,
47 adult women and a few teen-ager-.
"We like to reach young men too,
because it's merely a matter of a cou-
ple of years until they're on their own
financially, making their own buying
decisions."
5. It's on tv all year round.
Fifty-two-week schedules are con-
stant for Ritchie, and the week-to-week
emphasis is steadv, too.
The company buys an average of
five announcements weekly per station
every week of the year. The variations
in the bin ing technique arise when a
market needs additional emphasis.
Then another station with the same
five-a-week schedule is added. The
maximum number of stations used in
an\ market is three.
"We figure the carryover of our
year-round tv campaign takes care of
any additional business which might
be available in the summer months,"
Keenan sa\ -.
6. It backs up its field force.
With Brylcreem, as with all pack-
aged products, there's a need to mer-
chandise and to pre-sell the item with
jobbers, distributors and dealers. And
it's vital to let the field man, the liai-
son between manufacturer and retailer,
know what the compam is doing and
why. So says Keenan. adding: "Tv
has helped our field organization a
great deal. It's a completely accepted
advertising medium among our field
Inn r-.
"W e have our field men show the
druggist or the grocer the tv schedule
v i'n' bin ing. W eve found all down
the line thai he alreadj know- about
it. This is because men in business
limit have as much time as other peo-
ple to irad magazines or new -paper-.
I lir\ often work late, and the only re-
I Please linn to page 1(1(1 1
SPONSOR
OPEN LETTER
to Neil H. McElroy, President of Procter Cr Gamble, Cincinnati
Dear Mr. McElroy:
According to our records, your investment in tv and radio ad-
vertising during 1955 exceeded $58,000,000.
Ten years ago it was $18,000,000; five years ago $29,000,000.
This year you will probably top $65,000,000.
P & G is a topflight leader in this decade of great business
expansion, and one of the benchmarks of your leadership is the
unparalleled faith that you and your associates have invested in the
tv and radio media. Long ago you proved that radio advertising,
properly used, had a unique ability to move goods. You employed
it to the fullest. When television came along you moved fast, har-
nessing its power to the job of matching ever-expanding production
with ever-expanding sales.
No doubt about it, tv and radio are vital to P & G.
And SPONSOR (the magazine that tv and radio advertisers use)
has been proud to tie in with your progress by providing you and
many of your key advertising and sales executives with an excep-
tionally valuable trade paper service.
But we're not satisfied with our service to P & G. Far from it.
Like P & G, SPONSOR'S growth has been marked by an alert an-
ticipation of the trends and needs of the field it serves.
We should like to be able to make the big claim and the big
23 JULY 1956 97
(continued) OPEN LETTER to Neil H. McElroy, President of Procter & Gamble, Cincinnati
promise — namely, that SPONSOR will, with each issue, give you a full wrap-
up in depth of the up-to-date essentials in tv and radio advertising. What we're
talking about is a single trade paper service so complete and so essential that
you and your associates will be able to keep fully posted.
What this would mean to you is that one hour per issue with SPONSOR
would give you a briefing and evaluation that will keep you abreast of the ad
media on which you rely heavily for progress.
What this would mean to us is that despite your staggering personal sched-
ule, including such diversifications as budgeting, financing, legal matters, ex-
pansion, new product development, you would find it economical to rely on
SPONSOR for your tv and radio perspective.
Is it possible to publish a SPONSOR that gives you everything you want
in one tv and radio publication?
With our present bi-weekly formula, we think no.
With a weekly SPONSOR, we think yes.
We reason this way. No bi-weekly can fully cope with the meteoric hap-
penings of our industry. Even the best job of evaluation, interpretation and
reporting falls short of being a complete wrap-up on an alternate-week basis.
SPONSOR has had marked success with its formula of use articles and high-
light news; but we would be foolish to contend that this represents the full
service you need to keep posted.
Only the regularity and timeliness of a weekly will permit a complete tv/
radio advertising service for you and thousands of others oi our industry.
So, SPONSOR is going weekly 27 October 1956, just as we begin our
second decade of publication. And on 21 October we are promising you what
we have never promised before a new concept in broadcast trade paper serv-
ice, a complete wrap-up in depth for busy air-minded executives.
98 SPONSOR
Here are some of the components you will find in the weekly SPONSOR:
1. Improved format, modern types, fast-reading articles, crisper-looking
pages, but the same identifiable SPONSOR with the same high use quotient.
2. A significant new department of essential interpretive news and news
trends in depth. We can reveal this much at this time — a separate, skilled staff
of news analysts will handle it; we won't compete with other news magazines
of our field ; we won't cover the waterfront, but we'll give you all you need to know.
3. Useful, readable and idea-provoking departments, some old, some new.
4. A brand new concept which should make our back-of-the-book pages
among the best read.
5. More emphasis on film, tv and radio commercials, trends, basic prob-
lems. More perspective on other media. More leg-work. More interest in the
country at large.
We think we can count on your regular readership, Mr. McElroy, because
the new weekly SPONSOR will give you :
1. Essential Reading (and only the essentials).
2. Useful Reading (in line with our tried and true formula).
3. Easy Reading (as easy-to-read as Life, SEP or The New Yorker).
4. Fast Reading (all you need to know in capsule-style, plus article
reading if you have the time and inclination).
In other words, a complete weekly wrap-up in depth for busy executives.
Look for the new weekly SPONSOR on 27 October.
Sincerely,
yi~
Publisher
23 JULY 1956 99
BRYLCREEM
i Continued from page 96 I
taxation the) have i- to watch tv when
they net home. They're exposed to tv
automatically. That's wh) the) know a
lot ahout us even before our field man
tells them."
The television schedule naturally
backstops the field force in reminding
dealers of the Brylcreem name.
Repeat sales are an important fac-
tor in Brylcreem's sale- success.
"We have terrific brand loyalty,"
says Account Executive Molnar. "We
have an outstanding product and one
which is competitiveh priced." I Bryl-
( reem costs 390 for a one and three-
quarter ounce size, 59# for four ounces
and 79<£ for six ounces. I He also
points to the advantage of packaging
in tubes, as well as jars. The tube is
convenient, easily carried, unbreakable
and has special travel advantage.
Sometimes ail it takes for pun base
is a reminder, either via tv or b\
word-of-mouth. Brvlcreem has results
of a survey conducted in Minneapolis
An $899,481,000
Buying Power Market!
y
-
MORE AUDIENCE
than any other TV station in the
rich heart off Louisiana
FROM 5:00 P. M. to SIGN OFF
(Monday thru Friday)
WBRZ rated highest in 125 quarter hours out
of 149.
FROM 12 NOON to 3:30 P. M.
(Monday thru Friday)
WBRZ rating Tops A\l Others Combined!
- from a study by American Research Bureau,
Inc., encompassing 31 counties and parishes
in Louisiana and Mississippi.
WBRZ 2
BATON ROUGE, LOUISIANA
Power: 100,000 watts Tower: 1001 ft.
NBC-ABC
Represented by Hollingbery
which queried householders aboul their
initial purchase of the product and
about repeat business. These statis-
tics show that of all the people who
used the product for the fust time.
■ >~' i went back and got some more.
Hay. sales vice president, and
O'Connor, field sales manager, report
that sales have greatly accelerated in
the past two and one-half years, and
are growing today at a faster rate than
they did a year ago.
This, Keenan believes, points to the
continuing cumulative effect of the tv
advertising campaign.
In addition to this cumulative im-
pact, there's the factor of audience and
market growth.
"As all of the markets keep grow-
ing, in terms of total population, there
is automatic set circulation and audi-
ence growth. For these reasons, as well
as the fact that our tv campaign is a
continuing one and an effective one.
our share of the market keeps soar-
ing," says Keenan.
Sales gains have followed Ritchie's
moves into new market areas. In
1952, the Brylcreem tv schedule was
carried in onlv two markets. This was
expanded to 13 during the first half of
1954, to 30 during the last half. To-
da\ - figure totals 106 stations.
T\ - effectiveness in reaching and
selling the consumer has led to Ritch-
ie's expansion into tv for its other
consumer items.
ENO Sparkling \ntacid is being
advertised with participations in NBC
TV's Tonight, also a late-night offer-
ing. Steve Allen handles three one-
minute participation announcements
weekly on an Eastern network lineup
of 15 stations. The schedule on To-
night was -tailed in \pril. alter a test
market campaign.
Two other products sold by Ritchie
are Scott's Emulsion and Scott's Emul-
sion ( iapsules.
These two products contain \ and
I) vitamins directed, among other
things, at prevention of colds: thus
they have seasonal sale- patterns.
from October through February, the
eold-wealher months. Scott's bins one-
minute announcements, in the top 40
markets. These commercials are also
on film, and the) are telecast at the
rate ol li\e or more a week. Marling
this season, Scott's Emulsion will be
bandied bj J. Walter Th pson, New
i "i k. I be oilier two Kitchie product
lines are serviced b\ \therton & Cur-
rier advertising agency.
100
SPONSOR
Advertising in the two agencies is
coordinated by Donald Keenan at the
headquarters operation in Clifton.
Keenan. who is 27 years old, has been
with Ritchie almost two years. He
worked in the advertising and market-
ing field after graduation from Pace
College in New York City, which spe-
cializes in advertising, marketing and
accounting. * * *
SPONSOR ASKS
(Continued from page 65)
If the production staffs could make
themselves thoroughly familiar with
what our machines can and cannot do,
another time-consuming element could
be eliminated.
Then, there is the example of the
client who specified the sound of San-
ta's reindeer landing on a rooftop,
only to show dismay that such a sound
had yet to be recorded. If he had noti-
fied us sufficiently in advance, we
would have had the proper blendings
of sound ready for him prior to his
session.
We make these comments lovingly,
affectionately; for we appreciate the
problems of the advertising industry
here at Olmsted and try to accilmate
our way of operating to fill every need.
John F. Gilbert
President
SRT, New York
WE FAVOR CLOSED CIRCl IT USE
• Advertising agencies in the last
year or two have begun to recognize
the great advantages to be derived
from having easy access to a closed
circuit television studio. Rising costs
of production and of television time-
buying plus the need to cut down on
time-consuming mistakes have no
doubt prompted this trend.
Some few agencies have already
purchased their own tv-equipped stu-
dios. Whether this has proven to be
the best possible answer to their prob-
lems is still an open question. Usual-
ly the tv equipment purchased is not
broadcast type and the continuous
heavy cost of professional tv studio
maintenance and operation very prob-
ablj outweigh the advantages of its
part-time usefulness.
At SRT agencies may use and be-
come familiar with such facilities as
cameras, 16 mm film chains, a late-
model color camera chain.
Closed circuit practice enables agen-
cy people to pre-test every angle of a
new commercial and bring to life a
story-board while being able to com-
pare results and sales appeal as be-
tween color and black-and-white when
desired. And it may be done at com-
parative!) little expense and with no
capital outla) .
As is the case in many other busi-
nesses, it is simpler and much cheaper
to rent them than to buy expensive
equipment and services. N. W. Ayer
& Son has recently signed a contract
with SRT, ensuring availability of
black-and-white and color tv studios.
Other agencies are in process of mak-
ii ° similar arrangements. * * *
£jg^ kettttlUflttftU) with that
LOUISVILLE'S
WAVE-TV
CHANNEL 3
FIRST IN KENTUCKY
Affiliated with NBC
|nih:|spot sales
Exclusive National Kcpreienuiivc*
KENTUCKY FLAIR!
Here are twenty beautiful Kentucky coeds — all
competing for the Queen's crown of Laurel at the
colorful Mountain Laurel Festival in Pineville. . .
In a State that's known for showmanship, Ken-
tuckians look to WAVE-TV for the finest in
television showmanship. Here's the proof:
PROGRAMMING: Two 1956 Surveys* show that
\\ WT-TV gets audience preference!
COVERAGE: WAVE-TV has 66', greatei coveragt
than the second Louisvilli station he-
cause it has low Channel J, full power
and greater tower height (91 i' above
sea level) ! WW I I A serves J. 1 17,000
people in 7() mid-Kentucky and
Southern Indiana counties!
EXPERIENCE: WAVE-TV was first on the air in
Kentucky ... in 19-48. Its experienced
staff has the know-how to make your
programs — and your commercials —
sell!
*ARB Louisville, Feb., 1956
•Metropolitan ARB, March, 1956
23 JULY 1956
131
In Los Angeles
the friendly
'line'of KMPC
DJs pulls in
huge audiences
and lands prize
sales for sponsors
710 kc LOS ANGELES
50 000 wattidays \0000 watts nights
Gene Autry, President
P.O. Peynofa, I/. P. & for?. Mgr.
REPRESENTED NATIONALLY BY
AM RADIO SALES COMPANY
REYNOLDS METALS
I Continued from page 33)
selling all the time. Television, as a
demonstration medium, is ideal for our
purposes. We match our tv techniques
to those purposes, and we exploit
every advantage we get from our tv
audience and our advertising."
sponsor estimates that half of an
annual $8 million ad budget goes to
network tv. The other half is split
among national consumer magazines,
lui-ino.- and trade publications, a
small amount of newspaper, women's
service magazines, spot radio, point of
purchase, direct mail and billboard.
"Company management is very tv-
minded," Boyle says. He thinks it very
possible that by the fall of 1957, Rey-
nolds will be in two major network tv
vehicles. One would be for the non-
consumer advertising, probably a mass
audience show to reach people "edu-
cationally." The other network tv show
might be a daytime feature, directed
exclusively to housewives with all com-
mercial time devoted to illustration of
the many possible uses for Reynolds
\\ rap.
The tv advertising goal of reaching
a mass audience has never changed
since Reynolds purchased its first net-
work show in 1951. But the means of
reaching that mass audience have
changed.
Reynolds' first network tv show was
the nighttime Kate Smith Hour on
NBC TV in 1951, with which it re-
mained for one season. In 1952 and
1953, it switched to Wally Cox and
Mr. Peepers on the same network. Ac-
cording to Nat Strom, account execu-
tive for Reynolds at the Buchanan
agenn in New York, "Peepers at-
tracted the best all-family audience of
any show on the air at that time. We
had just what we wanted — an even
audience division among men, women
and youngsters."
For the 54 fall season, Reynolds
continued with Peepers. The next sum-
mer, il substituted a summer replace-
ment, the Do It Yourself Show. Orig-
inating in California with Dave Wil-
lock and Cliff Arquette, the show oc-
cupied Reynolds' regular Sunda) night
time slot from 7:30 to <"> p.m. on N Bl .
This marked the first time an all-out
ad\eili-in.j clfurl promoted the coin-
pan) s do-it-\ oiiim'II line of aluminum
parts and components.
Last fall, t lie company bought its
h i -i film show, the \\ estei n / rontiei
series. The adventure drama continues
through this summer, and in Septem-
ber will be replaced by the new film
series, Circus Boy.
Circus Boy will remain in the Rey-
nolds Sunday night time period, and
will be carried by 103 stations. Radio-
tv Advertising Manager Boyle says the
company has "great" hopes for the
new dramatic feature. "We anticipate
a substantially greater share of the tv
audience and a more general family
appeal so that we'll regain the balance
we had in Peepers."
The new half-hour series features a
youngster in the title role in a variety
of circus and non-circus adventures.
Plots encompass romance (for mother
and sister), adventure (for all), West-
ern (for dad and the kids) and cir-
cus stories (for youngsters).
"We're going to hit everyone," says
Strom, "and we think the show will
appeal to everyone. As a matter of
fact we expect to crack into the 30's!
Frontier has been "in the 20's," reach-
ing some 25 million people weekly.
Revnolds has an option on the pro-
gram for five years, and expects to air
a different version every week of the
year during that time. "Circus Boy is
a natural for exploitation," says Boyle,
and the company plans to merchandise
this vehicle more intensively nationally
and locally than it has ever done be-
fore.
In-store demonstrations, personal
appearances, tie-ins with consumer
contests, and a raft of other promo-
tions will take maximum advantage of
the $31/2 million tv package.
Even though the program formats
have varied rather widely in the past
five years, the other advertising ele-
ments remain constant. Reynolds will
continue to advertise the same con-
cepts, products and services that it
has in the past. And it will use the
same commercial techniques to sell
them.
Exactly what does Reynolds sell?
1 1 sells several lines of consumer
products.
The biggest consumer product line
is Reynolds Wrap. The aluminum foil
(nines in two weights, regular for ordi-
nar\ household use and the heavier
for such special-dut) work as freezer
food packaging.
Reynolds was the first company to
introduce a household foil. Broualit
out in 1 ()J(). it got its first big push
from store shelves to pantry shelves
after the network tv schedule was de-
lated in L951.
Today. Alcoa lias re-named its \\ ear-
102
SPONSOR
ever foil Alcoa Wrap, and Kaiser Alu-
minum is considering national distri-
bution of a household foil wrap for
the first time. Dow Chemical and its
transparent Saran Wrap, started out
with network television as a participa-
tion sponsor in WW. T\ s Toi/ny. It
now buvs participation in Queen for a
Day on NBC TV.
Another consumer product line
(nines under the use classification
of Do It Yourself. Reynolds makes
aluminum sheets, rods, angles and
other components of various shapes
and widths for use by householders in
their home repair work. This do-it-
yourself aluminum combines a special
alloy so that the material can be cut
b\ ordinary woodworking tools.
The parts division, under the direc-
tion of William G. Reynolds, is sub-
divided into two operating divisions.
The first, building products, manufac-
tures, distributes and sells such items
as windows, nails, gutters and down-
spots, reflective insulation, aluminum
tile, etc. The second, industrial parts
division, manufactures aluminum com-
ponents for other industries, such as
aluminum grills and trim for auto-
mobiles, washtubs for electric washing
machines, deep fryers and other uten-
sils.
Reynolds also sells what can best be
described as intangibles. It uses its
television commercial time to accom-
plish these various objectives:
1. To foster the knowledge of alu-
minum, its properties and its applica-
tions, and an understanding of how it
can be used;
2. To back-up the product innova-
tions of aluminum fabricators;
3. To establish its own "seal of
quality" as a quality emblem in the
industrial field (it is available to all
fabricators who buy Reynolds alumi-
num) ;
4. To gain acceptance for its pack-
aging seal I similar to the Good House-
keeping seal) which appears on foil-
wrapped consumer products manufac-
tured by Reynolds' customers and is
designed as an identifying mark for
the consumer.
This packaging seal now appears on
more than 800 products made by the
leading food manufacturers of the
country. The list includes such blue-
chip accounts as Lever Bros., Kellogg,
Kraft Foods.
Such a complexity of specific ad-
vertising mentions on a single show-
requires an unusually cohesive rela-
tionship between administration and
advertising. Boyle, as radio and tv
advertising manager, works with all
administrative and manufacturing dh i-
sions of the company to pre-set what
the commercial content of the tv show
will be. lie works about two months
in advance, so that as the commercial
is developed for a product, service or
concept, the merchandising strategy
can be laid at the same time.
Here's how he works to coordinate
copy objectives:
The company, to begin with, has
many operational facets. Its $400
million annual sales gross comes from
the output of several divisions. Three
priman divisions are the parts divi-
sion, under the direction of W. G. Rey-
nolds, and the consumer, industrial
and packaging divisions which come
under the direct jurisdiction of David
P. Reynolds, vice president in charge
of sales and advertising. (David is
one of four sons of R. S. Reynolds,
founder of the company. Richard
S. is president, J. Louis is execu-
tive vice president, and W. G. is vice
president in charge of parts and build-
ing products).
Tv commercials are rotated among
the two phases of consumer produc-
tion, Reynalds Wrap and Do It Your-
self, the packaging division and among
13 sub-divisions within the industrial
division. Among these 13 which come
in for tv mention at one time or an-
other are appliances, chemical, truck
and trailer, aviation and railroads, ir-
rigation, automation and architectural.
Boyle's practice is to circle the sales
and advertising headquarters in Louis-
ville, check key persons in the execu-
tive offices at Richmond, Va., and find
out what's happening at the 34 Rey-
nolds plants and in its 69 sales offices.
(The company also has four foreign
subsidiaries in Mexico, Canada, the
Philippines and Cuba.)
By talking with these people, Boyle
learns of new developments, new ap-
plications of aluminum, new features
which will combine human interest as
well as a pro-aluminum sell for the tv
viewing audience.
Here's the kind of tv commercial he
ends up with:
To demonstrate the heat conductiv-
ity of the metal, and to point up its
superiority for cooking utensiU. Rey-
nolds used a rectangular aluminum
plate. One half of it rested on top of
a stove burner; the other half on blocks
far in front of the stove. The tv
demonstrator turned on the gas under-
neath one end and put a shelled raw
WANTED
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Highly desirable to have knowledge
of media and working knowledge
of media research. Heavy
emphasis on ability to generate
effective publicity and maintain
good press relations.
Be prepared to submit and discuss
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after forwarding professional
resume, salary bracket, age, etc.:
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It's Oregon's SECOND
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in all the PACIFIC
NORTHWEST.*
*SM'56
C BS Kadio
5.000 WArrS-l280KC
li^w
EUGENE. OREGON
HSAA/r MORE FACTS ?
\ -COAjrACT IVf£D £ CO.
23 JULY 1956
103
egg on the other end. The heat which
was conducted along the metal plate
to the egg fried it in a few seconds.
Another type of laboratory experi-
ment contrasted the freezing qual-
ity of aluminum and of steel. Boyle,
who describes freezing a> "nothing but
taking heat away," showed two large
clinical t\ pe thermometers connected
to an aluminum object and to a steel
object.
As motors started running, the ther-
mometers registered drops in tempera-
ture. During the span of the tv com-
mercial, the thermometer attached to
aluminum dropped 30 degrees; that
connected with steel, three degrees.
Demonstration is the key to Rey-
nolds" tv salesmanship, hut the tv phi-
losophy has main other components
as well.
Reynolds Metals uses only live com-
mercials, and il works with the same
two selling personalities every week.
They are Helen Lewis and Rex Mar-
shall, who handle the demonstrations
in friendly, sincere fashion, and who
were chosen for the high identification
they are able to establish with men
and women in the viewing audience.
Says Boyle:
"We think Helen Lewis combines
every commercial element we need in
a female personality. She's accepted
as a typical housewife, and someone
with the semi-authority of a home
economist — and she's facile with her
hands in demonstrations." Miss Lewis
handles the Reynolds Wrap announce-
ment-.
"We picked Rex Marshall in the
same way that we select salesmen for
our company. We wanted someone
with a pleasing personality who was
interested in learning about our prod-
uct, and who was able to deliver a
strong message to the nations living
rooms without having a forced, hard
sell. They both talk pleasantly but
with authority, and the) gel the points
across."
The cop) is written to match each of
the two individual personalities, and
the distinctive speaking style of each.
The copy is prepared by the Clinton
E. Frank agency in Chicago. Reynolds
has two agencies and an interesting
division of labor between them. Frank
buys all radio-tv time and facilities,
and prepares all broadcast cop\ . Bu-
chanan in New York services the net-
work tv program, and handles all ac-
tivity on Reynolds' Building Products
Division.
/..WONDER "N
/wflAT SPONSOR }
V IS UP TO ?... y
Asjl fa/fc wmMxl Sponsor. U34U&
Reynolds' commercials may hit three
different concepts in a single half-hour
show period. At the rate of three a
week for 52 weeks, a total of more
than 150 announcements annually
would run into considerable monev
were they to be put on film. Boyle
feels, and he add-. "We'd never he able
to use more than a few of them again.
"We also like the spontaneity of a
live message, and we've developed our
two sales personalities so that they use
no cue cards of any kind. We think
that a commercial to be properly un-
derstood in the home has to be 'talked'
to people in the same language that
they use. That's why both Rex and
Helen have a lot of latitude in re-
phrasing.
There's a seasonal element in the
rotation of announcements. Do It
^ out self mentions come in for a strong
play in the spring and fall touch-up
seasons. An announcement explaining
how aluminum is used for irrigation
pipe i- scheduled during the hot
months when farmers, particularly, are
most conscious of the drought. Fabri-
i ation of aluminum into summer furni-
ture is discussed during the warm
months, and the supplanting of chrome
bj aluminum in new model cars is
talked of as they come off the Detroit
production lines.
Reynolds' radio acti\it\ is limited
to spot at this point, although it has
used a considerable amount of network
in the past. In 1951 it sponsored The
Big Show with Talullah Bankhead on
NBC, and during the 1952-1953 season
it bought Fibber McGee and Mollie for
a half-hour weeklj on CBS.
In 1953, '54 and '55 Reynolds
switched the radio emphasis to its
Building Products Division and par-
ticularly to products of special ap-
plication to the farm market. It
maintained a program schedule with
radio station farm directors on 46 out-
lets, selling farmers such aluminum
products as roofing and siding, nails
and inexpensive but sturdy barn and
livestock structures. It also directed
commercials to the farmer's wife for
Reynolds Wrap and such household
products as aluminum paint.
Reynolds in the "56 season is co-
operating with the Purina feed dealers
For the first time. It is distributing a
new line of prefabricated chicken
coops through them and is using radio
to introduce them. The cage layer and
broiler houses are being advertised
with iadio announcements in selected
104
SPONSOR
market areas (Tennessee and Ken-
tu< k\ i which support poultry raising.
As Reynolds and Purina dealers build
acceptance, Reynolds moves to new
poultry areas with its introductory ra-
dio campaign. The next most likeh
states to follow are: Maryland, Arkan-
sas, North Carolina, Pennsylvania,
Georgia and Texas.
As the radio schedule grows, Rey-
nolds envisions expanding advertising
appropriations in all media. As the
aluminum industry grows, so will Rey-
nolds, says B<>\ le.
Reynolds Wrap, after its five years
of tv advertising, now far outsells its
nearest competitor, says Account Ex-
ecutive Strom. Even though the mar-
ket for the foil has expanded tremen-
dously, the number of companies
manufacturing the product is dwin-
dling and Reynolds gets an ever bigger
market share. Shortly after World
War II, and within two or three years
after Reynolds Wrap came on the mar-
ket, more than 40 companies were
making household foil. Today, the mar-
ket has narrowed down to about 15 —
and only four companies get any sig-
nificant share of the total consumption.
'"But the most unusual factor in the
history of our wrap is that it took such
a short time to gain consumer accep-
tance and national distribution. Rey-
nolds isn't like P&G, for example,
which already has its trade and dealer
contacts fully developed before it in-
troduces a new product. Reynolds
didn't know a thing about food store
distribution, and it had no trade con-
tacts. Yet Reynolds Wrap was launched
and accepted completely in a very
short time, and with a relatively small
amount of money.
"I don't think this ever happened in
the grocery field before, and it cer-
tainly never happened with a company
which didn't spend tens of millions of
dollars in launching a new line. As
a matter of fact, some big companies
figure it will take them 20 years to
get a product really solidly estab-
lished."
That first tv campaign was launched
by David P. Reynolds and by David
F. Beard, general director of advertis-
ing . Beard today concentrates on over-
all ad strategy and non-broadcast me-
dia, with Boyle handling all radio and
tv matters.
Jack Boyle has a background in both
media. He worked in tv in the "pio-
neer" days of 1946, traveling with an
RCA demonstration unit out of Cam-
den. He conducted closed circuit tv
shows and demonstrations in major
markets as soon as tv stations were
authorized for them, and he introduced
the public to tv wonders which were
soon to be.
After two years of the peripatetic
life, he settled down in Louisville as
director of television for Station
WAVE, which had just taken the air.
He remained there four years, and in
1952 went with Reynolds Metals in his
present capacity.
He quotes two unbiased sources for
a commentary on the accomplishments
of Reynolds and it> l\ ad pro-
gram in behalf of die entire industry.
Business Week said R< , nobis Metals
should be credited with "one of the
most masterful jobs in post-war mar-
keting."
And one time when Boyle was at-
tending a business luncheon, the guest
speaker was director of public rela-
tions for Kaiser Aluminum. "He said
simply that Reynolds' introduction of
aluminum foil into the home, and its
advertising of aluminum advantages,
had done a tremendous job for the
entire aluminum industry." * * *
\
\
We're proud as Roger Williams . . .
crowing like a Rhode Island Red, because
now we arc two. And you, you're "right
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\
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FCC opprovol
23 JULY 1956
105
SELLING CLIENT ON BUY
[Continued from page 42)
to be 20-second commercials within a
budget of approximately $24,000 for
52 weeks. The product, an "impulse"
item, was one we will call Prod-A.
The first thing the buyer wanted to
consider was: With which of South-
burghs three channels do most of the
housewives spend their viewing time?
He found the answer could be deter-
mined by an easy though lengthy com-
putation involving any one (it does
not matter which! of the rating ser\-
ices covering the market. In this case,
lie used Nielsen because his agency's
research department preferred it to
the others.
To learn which had a larger percent
of housewife viewers necessitated his
multiplying the "pen cut women" (in
the "audience composition" column)
time the "viewers per home," times
the "four week cumulative audience"
of the NSI area homes. He did this
for each rated fifteen-minute segment
of each of the three stations. And
when he was finished, these computa-
tions showed him graphically and
clearly which of the stations had the
larger share of housewife viewers, and
at what times during the broadcast day
the viewing increased and decreased.
Looking at his completed calcula-
tions, he observed that Southburgh's
television stations shared the house-
wile \ iewers approximated as follows:
\\ \ XX - TV, 40.3'/, ; WYYY - TV,
25.0'.: WZZZ-TV, 33.7^o. And the
Inner began to feel that if the stations'
rates were in perspective, WXXX-TV
would be the place to reach his house-
w ife customers.
lie began the second step; one of
comparing stations' rate cards and
KRIZ Phoenix says radios are
moving into the kitchen!"
package plans against the housewife
viewers in each rate classification. His
question: Are the station's time
charges in line with the housewife
audience it delivers? He worked to-
ward the answer in measuring each
station's various rate category (using
the package-rate, or the maximum fre-
quency rate where applicable) by di-
viding into these rate categories the
average number of housewives reached
within them. His results were a series
of cost-per-thousand-housewife-viewers-
reached in each category, and these he
pulled together in chart form.
With this chart, the timebuyer was
now in a position to furnish that "lost"
answer to our nightmare client's ques-
tions: "But why do you want us to
buy this station? Doesn't the other
one show on Nielsen as reaching more
of our customers?" The answer:
"Yes, WXXX-TV does reach more of
Prod-A's potential customers, but their
rate is so high if we buy them we pay
almost twice what we do using the
other stations, in addition to the fact
we get less frequency." This is the
value of such a chart; it frequentlv
shows that while one station is deliver-
ing more potential customers, it is
also charging many times more in re-
lation to other stations in the market.
With these two basic calculations
out of the way, the timebuyer should
find himself able to draw up a formal
recommendation for his client a — a
recommendation he can make stick.
He has learned that a recommenda-
tion doesn't have to be long and in-
volved, although he used to think it
did. He can remember once starting
one with: "Our review began with the
basic premise that products, like peo-
ple, generally compel attention in one
of two ways: they have either an in-
herent qualih of interest (talent,
glamour, ability, etc.) which gives
them a certain aura of mystery (e.g.
automobiles and Greta Garbo) or the
illusion is created through advertis-
ing that these qualities are inherent
(e.g. Instant Maxwell House Coffee
and Marilyn Monroe). Since, in our
opinion, our client's product falls with-
in the latter category and since it is
one bought on impulse, this becomes
a problem of how best to create and
quicken interest in a product which
ma\ be considered to be uninteresting
lo most people. Our review indicates
lli.il within budgelarv limits this nec-
essar) interest cannot be created b\
• ailing in a quiet voice ever) week foi
.12 week- that our client's product is
here (or even here with new products).
Some goods will be moved, without
question, but . . . etc."
This preamble did not sell the cli-
ent. In addition, the timebuyer found
out later the client had spent several
moments seriously considering ready-
ing the big net.
The recommendation he now drew
up for Southburgh was more to the
point I see figure Bi. He proposed
schedules on WYYY-TV and WZZZ-
TV, and not WXXX-TV, simply be-
cause it was apparent that even though
\\ WX-TV had a larger housewife
audience, it was overpriced, and his
client could stretch his budget further
and more effectively by using the other
stations. The recommendation did not
show availabilities because availabili-
ties are almost invariably subject to
prior sale and he rightly felt that if
something is offered a client it should
be deliverable. He showed instead a
recommended spot buying pattern
based upon his first calculation and
the knowledge that Prod-A was an
'"impulse" item. But the media detail
he showed was, in effect, a guarantee
(this had been more or less estab-
lished in past recommendations') to
WBAM
*
Montgomery, Ala.,
MORE
AUDIENCE
THAN ALL 3
NETWORK
STATIONS
COMBINED
I
PULSE, MAY, '56
'REPRESENTING ALL 4 MAJOR NETS
106
SPONSOR
the client that the cost-per-thousand
housewives reached was, at worst, a
maximum, and that in actual buying it
would most probably be less.
\\ hen Southburgh was finally pur-
chased, the cost-per-thousand house-
wife viewers was approximately five
cents lower than had been shown the
client. This occurred because Prod-A
was lucky enough to pick up a few
very good slots which had just been
relinquished by a seasonal adviser.
So the client was happy. As was the
buyer. And no nightmares.
One further example, this time of
another recommendation a timebuyer
made several months ago. It illustrates
a situation I believe, which many of us
run into no matter what market is
under consideration. The recommen-
dation had been sent to the client a
few days earlier, and now the time-
buyer was called in to discuss it.
"That's all very well, Sam, and
you've done a good job," said the
client. '"But we have a special situation
in this market which you may not
know about. My wife's brother's wife's
father owns the other station in that
city. I think we owe it to ourselves
to take another look just to be sure
we're on the right track. ..." * * *
LOCAL PERSONALITY
{Continued from page 36)
• \\ hat is your company's philoso-
phy?
• What human interest facts will
appeal to listeners?
The advertiser, when possible should
Bend his on-the-air salesman samples
of the product he is selling. This
serves to convince the radio personali-
l\ that he's selling a good product,
lets him know from first-hand usage
how it works or what it tastes like,
enables him to experience it so that
he's best equipped to talk about it —
either in a commercial or among
friends and acquaintances.
3. Get an "exclusive" if you can.
Get a franchise on your sports di-
rector or newscaster or homemaker,
if it's at all possible. This gives you
stronger identification with the listen-
ing audience, a right to expect more
service, an edge on the competition
which can't move in 15 minutes later
with an announcement delivered by the
same personality.
"Tie him up all for yourself," is
the recomnmedation of R. David Kim-
ble, account executive at Grey Adver-
tising, New York City. "You can
use an exclusive personality a lot more,
and a lot better, if he is, for example,
the Voice of Ford in Chicago. Then
you can more justifiably use him at
dealer meetings, for example, because
to the public he is Mr. Ford. And he
won't be selling Chevrolet at the same
time!
4. Develop original copy handling
techniques.
Copy should not only fit the prod-
uct and the client, it should fit the
personality handling the commercial.
Wells Barnett, assistant to the presi-
dent of John Blair & Co., station rep-
resentative, New York, says:
"Any advertiser buying a local per-
sonality should use live copy, and
thereby use the sales force of the in-
dividual. Remember, the person is
the connecting link between the adver-
tiser and the audience. The good per-
sonality will study the copy and the
product, and then sell it — in his own
st\ le."
Some commercials can be delivered
safely in an ad lib fashion. But others,
for certain types of accounts, require
close adherence to exact copy phrasing.
There can be no deviations, for ex-
ample, in claims for certain food and
drug items.
5. Enlist the local personality's co-
operation wherever possible.
Here's where the question of ser-
vicing an account becomes the most
"iffy." What can a buyer justifiably
expect the local personality and, in-
directly, the radio station, to do for
him? Most people on both sides of
the media fence — buying and selling —
agree that just delivering the commer-
cial is not enough. It's when these
people start defining just exactly what
15 enough that they get into murky
waters.
Every radio station in the count n
today has some kind of a program
schedule constructed around what it
considers strong personalities.
Here are some typical examples of
the variety of ways in which adver-
tisers are using such talent.
The farm director — Farm radio is
at an all-time high today, and much
of farm radio advertising is concen-
trated in the realm of the farm radio
director. Two of the biggest station
representative firms maintain hill-time
farm specialists, selling only the farm
market to farm product manufacturers.
I liit- farm man. Harold J. Schmitz,
KFEQ \\1 ami l\. St. |< seph, Mo.,
covered 24,270 miles in one year. In
thai -am.- period ol time, he met and
talked with 40,245 persons, had 920
guests on his farm shows, \ isited 419
farms and made 45 special remote
broadcasts. \n<l Ed Slusarczyk, farm
director ol WIBX, I tica, Y i ., is rep-
resentative of radio farm directors in
that he has been an active farmer all
of his life and is active in many local,
state and national organizations — 12
at the last count. This kind of activitv
and coverage means more monev in
the bank for a buyer.
The disk jockey — Life magazine
pioneered a promotion-in-depth con-
cept, buying disk jockey program- to
advertise the weekly. It sent one of
its own field men with a Young & Rubi-
cam advertising agency man to brief
all the jockeys and station manage-
ment on objectives of the campaign.
And it briefed them on techniques of
delivery, too.
The sportscaster — Texaco for the
past three years has spotted its local
radio selling emphasis in selected mar-
kets with well-known sports experts.
Gerald Johnston, account executive
Hmm,.
Concert Music
Typical of BMI "service" is
the complete kit of "Concert
Music" material used by
broadcasters daily . . . scripts
anil data which help -
many music programming
needs.
Included in BMI's Concert
Music Service are:
CONCERT PIN-UP SHEET —
\ monthly listing of new re-
cordings, contemporary and
standard.
YOUR CONCERT HALL— \
series of half-hour scripts for
use with phonograph records.
TODAY IN MUSIC — Data
and facts about the important
music events of the month.
BMI-licensed stations —
I I/. F\l and 7 1 -can be
depended upon for com-
plete service in music
BROADCAST MUSIC, INC.
NEW YORK • CHICAGO • HOLLYWOOD
TORONTO • MONTREAL
23 JULY 1956
107
on Texas Co. at the Kudner agency,
New York, explains that the local
sports personalities hack up the radio
schedule. The\ make appearances be-
fore members of the field staff, give
both informal and formal addresses to
the dealer organization, pose for pic-
tures in posters and point-of-sale ma-
terial when a drive is launched. Radio
covers all 48 states for Texaco, which
has the largest distribution of any oil
company in the U. S.
The homemaker — Mrs. Doris Cor-
with, supervisor of talks and public
service programs for NBC and former
president of the American Women in
Radio and Television, thinks the femme
broadcaster can sell best when she has
complete product and company infor-
mation.
Priscilla Fortescue, homemaker at
\\ EEI, Boston, travels to such points
as Europe, the West Indies, New York
and Hollywood to gather news and fea-
ture material of interest to her listen-
ers. She broadcasts from department
store windows, makes personal appear-
ances in behalf of sponsors, "talks up"
her advertisers wherever she goes as
well as on radio.
The newscaster — Esso (Standard Oil
of New Jer-e\ i has long been identi-
fied with the five-minute Your Esso
Reporter on both radio and tv.
Curt Peterson, a radio and tv execu-
tive on the account at the Marshalk &
Pratt division of McCann-Erickson,
New York, describes the company's
use of a local personality in this way:
"Even though the newscasters are
always anonymous on the air, in that
they are only referred to as 'lour £550
Reporter,' they do a lot of work in our
behalf under their own names when it
comes to meetings, dealer promotions,
personal appearances and station mer-
chandising. All of them are very well
known locally, and we, of course, en-
courage them to be an active part of
the community."
Another sponsor of local news shows
is International Nickel Co., which sends
out a complete instruction booklet on
commercial delivery. It also sends
the local announcer a sample record
which he can emulate as to style, pro-
nunciation and pace.
The general personality — Undoubt-
edly the biggest single group of stylized
local selling personalities is in the fold
of Housewives' Protective League. HPL
tailors editorial content and clears
HOME OF THE FAMOUS
Jk**H8
&m
• Just 3 minutes from NewYork City's
Grand Central Terminal and con-
veniently near to the Fifth Avenue
shopping district, the Lexington is
centrally located. Its 801 outside,
rooms are all equipped with com-
bination tub and shower bath,
circulating ice water, full-length
mirror, 4-station radio. Television.
"New York's Friendly Hotel"
4nfl£/ Jexfaafan
Near the United Nations
^LEXINGTON AVE. AT 48th ST., N.Y.C. 17
Call Your Local Travel Agent
commercial cop) for highl) trained
personality salesmen in 13 markets.
One of the biggest influences on a
■buyer going into HPL participations is
the knowledge of the retail trade, and
the food retail trade particularly,
which each of the 13 salesmen has.
lll'I. men. and all unusually suc-
cessful radio sales personalities, hop
about a lot in their day-to-day work.
Work doesn't begin as the man sits
down at the microphone, and it doesn't
end when he stands up again.
Take this "diary" of Mark Evans,
the HPL personality at WTOP, Wash-
ington. This, again, is typical of many
local radio personalities:
March 14: Attended dinner meet-
ing given by the Dromedary people,
with more than 100 representatives of
major retail outlets in connection with
a new campaign for Dromedary cake
mixes.
March 15: An official invitation,
requesting Evans' presence, from the
Missouri Pacific Railroad for the
awarding of a presidential citation to
a man who risked his life to save a
baby.
.March 16: Made a check of the
chains participating in the Opportuni-
ties Unlimited promotion.
. March 17: At the request of the
superintendent of schools, addressed
300 member* of the National Associa-
tion of School Secretaries convention
at the Willard Hotel.
March 19: Spoke at Grocery Manu-
facturers Representatives luncheon.
There were some 75 of city's leading
brokers and manufacturers represen-
tatives there.
March 21: Addressed 150 managers
and supen isors ol < Irani! I nion's Food
Fair supermarkets at Statler Hotel
luncheon. Never before had a media
man been invited to attend these all-
day sessions.
All this, plus daily broadcasting!
Dave Partridge, advertising and
>ales promotion manager of Westing-
housc Broadcasting Co.. New ^ ork,
says:
"I se of I o< al personalities is prob-
abK the broadest area in which the
radio station can work to help an ad-
vertise] make his radio campaign move
goods. Everj time their faces or
name- turn up around town, they make
news ||,a| hdps sell \our organization
and your customers on the value of
\ f hi i radio advertising ami helps keep
them sold!" ***
108
SPONSOR
MARKETING
(Continued from page 31)
miliar with the carry -through at the
point-of-sale which may effect the de-
gree to which a particular network tv
vehicle is effective in one market versus
another.
McCann-Erickson: A staff of 100 peo-
ple in this agency's sales development
department report to Roy Anthony,
v.p. of sales development. Of these, 12
men are considered the professional
marketing people. Other people in the
department are the experts in re-
lated fields of merchandising and pro-
motion. There are, for example, six
top-level creative people who're ex-
pected to develop sales promotional
ideas. There's a packaging man, dis-
play man, premium man. The depart-
ment also has specialized copywriters
and artists for promotion work.
"Our professional marketing people
came from top-level sales and manage-
ment positions in industry," Roy An-
thony told SPONSOR. "They've been
marketing or sales managers or even
presidents of companies representing
such diversified industries as automo-
bile, appliances, food, cosmetics, and
so forth."
The marketing strategy contribu-
tions that these men make are actually
on several levels. On one level, the
marketing experts work in close liai-
son with the account executives, advis-
ing clients through them about sales
development ideas. Thev also work
with departments within the agency,
so that their marketing information
guides media buying and the develop-
ment of copy themes.
On the highest level, three members
of the sales development department
are active members of the agency's
marketing plans board. This is the top
management group which formulates
final marketing strategy and advertis-
ing plans to fit into this marketing
strategy.
Merchandising, or the follow-through
on advertising, are also a function of
the sales development department.
There are many levels where such
carry-through is necessary. For exam-
100% NEGRO PROGRAMS
LfcfeU
IN NASHVILLE, TENNESSEE
pie, when a client decides to buy a
major network vehicle, it's important
that the client sales force and trade be
alerted to it, so that retailers can be
stocked up sufficiently to meet hypoed
demand as fast as possihle.
Another form of follow-through, of
course, is tying point-of-sale display
in with national advertising.
"Take this example," says Anthony.
"Recently a commercial featured a
particular fashion item our client sells.
By the time the commercial went on
the air, retailers had a three-dimen-
sional cardboard display which showed
the same item not on a photograph,
but in actuality. This reminds the con-
sumer of the commercial and refreshes
her mind on some of the copy points
made on the air."
In McCann-Erickson's philosophy,
"you can't separate advertising from
marketing."
BBDO: Lyle Purcell, BBDO v.p. in
charge of marketing, feels that proper-
ly done, "marketing objectives should
be spelled out first and copy and me-
dia strategy- should grow out of it."
In practice, the effect of marketing
knowledge within marketing-conscious
agencies upon advertising strategy is
less well-defined. BBDO's marketing
department, as such, is among the
most highly specialized, breaking
down into such service segments as
Negro market department, store test
operations, sports contact department,
sales analysis, market analysis, pack-
age design, promotion plans and pro-
grams among others.
These departments within marketing
are available not only through re-
quests from account executives, but
also as a service to other agency de-
partments. For example, it's logical
that a timebuyer who's busy lining up
a campaign on Negro radio would
consult with the members of the Negro
market department.
"They have a profile of the market
that we may want to reach that goes
beyond rating figures or population
statistics," a BBDO timebuyer told
sponsor. "They know, for example,
the reaction of the trade in various
Negro markets to radio, the buying
patterns of the consumers in those
areas. This is knowledge that a time-
buyer can then translate into a more
effective schedule."
The relationship between media men
and marketing men also works on the
reverse level, when it comes to mer-
chandising carry-through for a par-
ticular campaign. Media decisions are,
after all. made in the media depart-
ment as result of the broad marketing
knowledge provided through the ac-
count executiw. lint once the media
decisions are shaped, the merchandis-
ing men within the marketing depart-
ment take over.
"The most expensive network tv
show can be relatively ineffective if
it's not properly merchandised at the
point of sale," one BBDO marketing
man told SPONSOR. "Such merchandis-
ing actually starts with the client sales
force, carries through the trade and
then goes right up to the shelf and
into the window displays. You can't
isolate any aspect of advertising or
selling from over-all marketing plan-
ning."
BBDO's marketing experts as such
are men with background in a particu-
lar industry.
"We want our marketing men to
have experience in depth," says Pur-
cell. "By this I mean that they're gen-
erally men between 36 and 42 who've
acquired successful sales experience in
various channels of a particular indus-
try."
In practice, they may work only
through the account executive, or be
channeled directly to either the head
of advertising or head of sales in the
client office. The account supervisor,
who's in effect the business manager
of the account, dictates how the mar-
keting expert's knowledge is to be
used.
Benton & Bowles: This agency is an
example of the trend toward marketing
experts as account supervisors. The
ultimate responsibility for marketing
counsel rests with the account men at
Bbbi"Ss^
"The winner-r-r-r — and KRIZ
Phoenix fans can believe it or not —
the new champion!"
23 JULY 1956
109
I!M!. bul the emphasis in hiring these
has heen upon men who've had actual
sales management experience in their
< lienfs industry.
At the same time, the agencv has
initiated an experiment in marketing
with it> recent creation of a profes-
sional marketing division. This group
of eight people specializes in pharma-
ceutical and chemical selling. It has
in it not only marketing men with
-ales ami product management experi-
ence in those industries, but also a
timebuyer and copywriter who's spe-
cialized in that area.
For field work and trade contact,
the agencv relies principally upon 18
men in the store audit group, which
makes 1263 drug and grocery store
audits everj month.
'"Ibis group is in our research de-
partment,'" says Charles A. Pooler,
formerly v. p. in charge of marketing
and now head of the agenc\ adminis-
trative section. "They spend 75% of
their time in the field and help set up
WHAT IS A
CREATIVE
SALESMAN ?
.
• He sells air media strategically by making personal
calls.
o He covers all bases from timebuyer, media
director, account executive, advertising manager . .
to client.
• He knows his product in relation to the advertiser's
sales problems.
• lie knows that it pays to listen.
• He sincerely believes that a good sale is
profitable to both parties . . . and builds towards a long
and happy relationship.
Such a man is available with 17 years of successful
creative selling in TV, radio, films and transcriptions.
-
Presently employed in the $15,000 bracket
BUT seeking new opportunity with a challenge!
-> Write or wire
BOX 723-SP0NS0R
4 O E. 49TH STREET
NEW YORK 17. NY
test market operations to guide u> on
a small scale before committing na-
tional budgets."
\\ bile the results of these store aud-
its do serve as a guide in media Inn-
ing, the results are first interpreted
and digested by researchers. The men
who're out in the field conducting the
audits are not marketing experts, and
do not make marketing or media rec-
ommendations on the basis of their
field work.
Cunningham & Walsh: The 8 market-
ing experts in this agency, five of
whom are agency v.p.'s, operate on the
same level as account executives, with
specific account assignments. They also
work as a committee on major market-
ing studies for particular clients.
The closest tie exists actually be-
tween marketing men and the heads
of media and research. Sometimes re-
search and media help provide infor-
mation that shapes a client's broad
marketing plan. Then when the mar-
keting strategy is set up, media de-
cisions grow out of it.
"Eventually, everyone in media and
research, on an executive level, is like-
ly to have sound marketing back-
ground." a C&W marketing v.p. told
SPONSOR. "There's a natural tie be-
tween these functions in the agency.
Amarketing study that one of us ma)
make for a client will be based not
only on our own work with the client
sales management or top management
and our own field work, but also upon
work done by media men and research-
ers. When the final marketing plan
evolves out of this study, then media
gets back into the job of making de-
cisions that will solve the marketing
problems and fulfill the objectives
outlined."'
The function of C&W marketing
men, while on a level with account
executives, is a flexible one. Some-
times the final advertising recommen-
dations derive predoniinanth from the
account executive, based on the stud\
made by the marketing man.
" The agenc) still feels that an agen-
cy's predominant function is to de-
velop creative advertising.** the (AW
marketing executive told SPONSOR.
"But good marketing planning i- the
first creative function from which ad-
\erti-ing e\ olves. I his is a pel iod of
transition. Eventually, however, mar-
keting experts will be fulfilling their
role within agencies not only in a de-
partmentalized sense, but as account
men and media men as well." ***
110
SPONSOR
m the New Sound of
KMBC -KFRM
The hi? news in Kansas City radio is the
Mi n Sound on KMBC-KFRMI By complete-
ly overhauling old programming concepts,
KMBC-KFRM have introduced a new type
of radio service that's tailored to today's audi-
ence demands. New variety, new personali-
ties, new formats, new impact — they're all
woven into every hour of every broadcast day.
This inspired local programming, combined
with the best from the ABC Network, pro-
duces radio that sells as it serves I Your
Colonel from Peters, Griffin, Woodward, Inc.
can tune vou in on the New Selling Sound of
KMBC-KFRM.
0?
KMBC <U Kansas City
KFRM got the State of Kansas
in the Heart oi America
. . . CBS . . ABC . . .
Columbus, Georgia
... a Billion dollar*
TV market "with
a population of
991,900**
E. B. I.
1956 Survey of B. P.
CALL HOLLINGBERY CO.
ADVERTISERS' INDEX
Assoc. American Railroads 1 1
Broadcast Music, Inc. 107
Box 723 110
Box 724 103
DuMont Laboratories, Inc. 87
Hotel Lexington __ 108
Meredith Group _ IBC
Mid-Continent _ 20
NBC Spot Sales _ 62-63
X'" mac Group _ 58
Petry, Edward 114
Pulse [nc. _ — .. 78
Iiadii>-Tv Heps. 61
Schwimmer Prcd 17, 18, 19
Spons. .i r,5, 77, 97, 98, 99, 104
Sullivan. Stauffer, Colwell & Bayles .. 68-69
Westinghouse Broadcasting 94,95
Adam Young BC
Ziv-TV ">6-57
CKLW, Detroit
10
KBIG, Hollywood _ 6
KERG, Eugene 103
KFAB, Omaha _. 96
KGB, San Diego 10
KIMA-TV. Yakima 48
KMBC-TV, Kansas City 111
KMPC, Los Angeles _ K'2
KOIL, Omaha .88-89
KPQ, Wenatchee 8
KPRC-TV. Houston IFC
KRCA, Los Angeles 23
KRIZ, Phoenix 106, 109
KRMG, Tulsa 85
KROD-TV, El Paso ... 111
KTHS, Little Rock 7
KVAL-TV, Eugene _ 93
KWKW, Pasadena _....90-91
KWTV, Oklahoma City 12-13
WAFB-TV, Baton Rouge ... 92
WAGA-TV, Atlanta 81
WAVE-TV. Louisville 101
WBAM, Montgomery 106
WBAY-TV, Green Bay FC
WBBM, Chicago _ 24-25
WBNS, Columbus
WBRZ-TV, Baton Rouge
WBTV, Charlotte __
WCKT, Miami
WCUE, Akron
WDBJ-TV, Roanoke
WEHT-TV, Henderson, Ky.
WFAA, Dallas ..
WFBR, Baltimore
WFIL-TV, Philadelphia ..
WFMY-TV, Greensboro ..
65
100
28
14
105
73
92
47
85
5
74
WJAC-TV, Johnstown .. 15
W.IBK-TV, Detroit ...
WJHP-TV, Jacksonville
WII.S, Lansing
W.IWL. Georgetown
WKT-TV, Oklahoma City
WMI'.i: -TV. Jacksonville
WMT, Cedar Rapids .....
WNAX, Yankton
WNCH-TV, New Haven ...
wi'KX, Philadelphia _
WRBL-TV, Columbus ..
\Vi:o, Washington, D. C
WREX-TV, Rockford ...
WRGB, Schenectady
WRGP, Chattanooga
WSM, Nashville _
WSOK, Nashville
WTAR-TV, Norfolk
WTV.I, Miami
WVKO, Columbus
WWDC. Washington, D. C.
... 27
.. 72
_ 26
_ 66
67
82-83
... Ill
111'
16
3
1 11
9
15
... 113
... 49
... 71
109
._ 55
.50-51
... 85
... 53
YOU'LL SELL
MORE ON
CHANNEL 4
in the El Paso
Southwest !
KROD-TV dominotes El Pa;o
County*
• KROD-TV is the only station
to reach Alamogordo (set
penetration 80%) and Sil-
ver City (61).
• 98% reported Excellent or
good reception for KROD-
TV in Las Cruces (81.3
penetration) while only 10%
reported the same for sta-
tion "B"
•March 1956. Telcoutse »nd TelcDulse on
*et ou-neishlo.
KROD-TV
CHANNEL 4
EL PASO texas
CBS - ABC
AFFILIATED with KROD-600 kc (5000w
Owned & Operated by El Paso Times, Inc
Rep. Nationally by the BRANHAM COMPANY
Iowa again ranks number one in
the nation in meat production.
WMT
where your copy is well fed
23 JULY 1956
111
2V4 million people with $3 billion to
spend— they spend $2.5 million in retail
stores— a lot of it to buy products
they hear about on
WNAX
570
I lie mosl effective and economical media
buy to cover all of vast Big Aggie
Lund* one of the more important
markets in the U.S. Call your Katz man.
(We may have made a mistake in spelling,
but there's no mistake about the people
in Big Vggie Land they're loaded.)
WNAX-570
YANKTON, S.DAKOTA
' li- Radio \ ( awlei
Station
I ndcr tin -.inn' manage*
la K\ I \ i !,.,,,„, i i»,
v I < li-. Iowa
Don. It. Sullivan,
\'l>. rtl inK Director
YortllCMt F. I Wiiiium. recently appointed gen-
eral manager of the Frigidaire division of General
Motors, has been elected a vice president of the
corporation. He has been associated with the
company 31 years, and was named general mana-
ger of Frigidaire 1 July. The division, a long-time
broadcast advertising buyer, has heavy network tv
schedules. It sponsors segments during the day-
time on the Garry Moore Show and Arthur God-
frey, and it buys Do You Trust Your Wife?, a
nighttime half hour, all on CBS TV. Lehman was
most recently general sales manager of Frigidaire.
Manuel Yelleil has been named director of
advertising for P. Lorillard Co., New York City, with
responsibility for all advertising of Old Gold and
Kent cigarettes. Yellen has been with the com-
pany since 1933. and has ivorked as West coast
sales manager for the past six years.
He was 20 years old when he began work-
ing for the company as a salesman in New York.
Since then, he served five years as division sales
manager in Cleveland before taking a seven year
Navy leave. Born in Los Angeles, he studied th^re
and at the New York University School of
Business Administration.
Louis L. Krjjmanii. director of radio and tele-
vision for Robert IT. Orr & Associates agency,
New York, since 1951. has been elected vice
president in charge of broadcast media. He
worked previously as director of radio and tv at
Ogilvy, Benson & Mather, New York, a post to
which he was named within a year after joining
the agency. He's also had a stint in guest rela-
tions at NBC. Ergmann was graduated in indus-
trial engineering from Syracuse University, Syra-
cuse, N. Y., in 1948. He lives in Easton, Conn.
Alexander IV. "Kink" itanni'nbautn. Jr.
has been promoted from national soles managei oj
II estinghouse Broadcasting Co. to vice president-
soles. I L'di ear broadcast tetetan. Dannenbaum
is responsible for the soles and sales policies of all
WBC radio and ii properties in Boston, ( leveland,
Ft, Wayne, Pittsburgh, Portland, Ore., and San
Francisco. He's also worked as commercial
managei of WPEh and HPT/ {TV), Philadelphia.
II hen \BC purchased the II Bt properties in that
city, changing the call letters to ff'RCV and
II l<( I II . he continued OS assistant general
manager, rejoining II lit. in 1956.
112
SPONSOR
when it comes to numbers
■
n>
WRGB is still the leader in rich Northeastern New
York and Western New England with a population of
2,152,300. Nearly half a million television families with
an effective buying income of $3,285,604,000 now receive
the services of WRGB.
WRGB continues to dominate this wealthy 30-county,
populous market with its powerful VHF signal.
Contact your nearest NBC Spot Sales representative
today for the full story on the profitable WRGB market.
^^M
a*SS
WRGB
^^B
■
•*•*
IS SOLD BY
■
H
9£
^^m
am
Em
ST7
Hi
**
asE9S3BP
■rai
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SCHENECTADY... ALB A NY... TROY
SPOT SALES
CO %
_^\r wine grower must often wait many, many years for his rare vintages to mature and
his investment to be returned in the market place.
In Spot Television, the value of good time periods grows much faster. The program
(or commercial) making its debut to thousands today will be viewed by many more thou-
sands tomorrow. This is because thousands of new TV sets are bought daily and viewing
time per home keeps increasing.
It pays to make Spot Television your basic advertising medium. And, as your Petry
account executive will show you, our large fund of research and descriptive data can be
of much help in your Spot TV planning.
WSB-TV
WBAL-TV
WGN-TV
WFAA-TV
Atlanta
Baltimore
Chicago
Dallas
WTVD Durham-Raleigh
WICU Erie
KPRC-TV Houston
WHTN-TV Huntington
WJHP-TV Jacksonville
WJIM-TV Lansing
KARK-TV Little Rock
WISN-TV Milwaukee
WSM-TV
WTAR-TV
KMTV
WTVH
KCRA-TV
WOAI-TV
KFMB-TV
KTBS-TV
WNDU-TV
KREM-TV
KOTV
KARD-TV
ABC
KSTP-TV Minneapolis-St. Paul
Represented By
Nashville
Norfolk
Omaha
Peoria
Sacramento
San Antonio
San Diego
Shreveporl
South Bend
Spokane
Tulsa
Wichita
Pacific Television
Regional Network
Edward Petry & Co., Inc.
The Original Station Representative
NEW YORK • CHICAGO • ATLANTA • DETROIT • LOS ANGELES • SAN FRANCISCO • ST. LOUIS
114
SPONSOR
REPOKT TO SPONSORS for 23 Julv 1936
(Coittittm-tl from pfifff 2)
Tv expensive
for retailers?
Getting your
money's worth?
FCC slow, says
Senate group
Late movies sell
men Brylcreem
Flav-R Straws
gets tv intro
NAFBRAT blasts
programing again
Toy outlets sell
with tv kid show
Tv broadcasters' problem of convincing retailers video can be effec-
tive per dollar expended was again highlighted by recent survey.
Study was conducted by National Assn. of Retail (Men's) Clothiers
and Furnishers. Of 47 men's wear stores which used tv, 32 had dis-
continued medium, with majority saying it was too expensive. How-
ever, some of these intend to use tv in future. Altogether, 25 of 47
will use tv in fall.
-SR-
Many admen missing boat in their purchase of local radio person-
alities. SPONSOR survey of agency and client executives, station
reps, network people shows some first steps buyers should take in
getting most out of investment in general-appeal personality, news-
caster, disk jockey, etc. For full story, see page 38.
-SR-
Senate Commerce Committee dissatisfaction with FCC action toward solv-
ing allocation problems was evident in committee's interim report,
not yet released at SPONSOR'S presstime. While committee held that
shift to uhf must await evidence it will not deprive substantial areas
of tv service, it noted that there was danger FCC consideration of
shift "might drag on indefinitely, as has been charged with respect
to certain other Commission proceedings." Committee also urged quick-
er action in granting vhf channels where de-intermixture is not pro-
posed, declared hearings in such cases "have run on for an un-
conscionable time."
-SR-
Late-night film fare is program vehicle for Brylcreem announcements
in 106 tv markets. Hair dressing ventured into off-beat times 4 years
ago, has more than doubled sales, quintupled ad budget. See page 38.
-SR-
After launching new chocolate flavored straws with tv participations
in New York metro area, Flav-R Straws reports sale of 18,000,000
straws in month, "a phenomenal record." It's using same tv pattern
from market to market ; plans to launch new flavors, cherry, coffee,
vanilla and strawberry. Firm buys children's shows, backed by heavy
merchandising, publicity. Agency: Dowd, Redfield & Johnstone, NYC.
-SR-
Do you have a moral or public relations problem to face up to if
children's program you sponsor was termed "objectionable" in recent
sixth annual report by National Association for Better Radio and
Television? NAFBRAT is most vocal U.S. listeners' group with L.A.
headquarters. It put objectionable tag on virtually every film ad-
venture show on air. NAFBRAT so labels "all programs which incor-
porate crime as their basic story theme..." Even Robin Hood gets
only grudging "fair" classification because Robin's motives are not
always "clearly drawn." Consensus among admen is that NAFBRAT, de-
spite occasional round of publicity it stirs, has little sting in
addition to setting unrealistic programing standards.
-SR-
Darling Stores, NYC franchise operation of 50 juvenile toy and furni-
ture outlets, doubles its air time with sponsorship of hour-long
Freddie the Fireman on WABD, New York Mon.-Fri. Company uses co-op
money from toy manufacturers, expects to expand into other markets
with similar set-up shortly. Agency: Getschal Co., NYC.
23 JULY 1956
115
SPONSOR
SPEAKS
Marketing's future
Advertisers have heard a great deal
ahout marketing services by agencies
in recent years. We believe they are
destined to hear a great deal more.
The growth of marketing services by
agencies is inevitable.
Jusl why, is not always understood.
But to us it seems very clear that the
growth of television, even if there were
no other factor present, would make
agencj marketing services increasingly
important.
For the major packaged-goods ad-
vertiser, television virtually is market-
ing. I hat is to say it is so dominant
a pari of the machinery of selling the
product that mosl other considerations
become serondarv. II this is so and
if the advertising agency plays a ma-
jor role in television activity for the
packaged-goods client, then the agency
inevitably will round out its services
into the area of packaging, pricing,
and merchandising counsel.
1 1 is not just a matter of completing
a circle which is nine-tenths completed
anywa\ \<\ \irlue of the thorough job
the agency is already doing in tele-
vision. It is also a matter of communi-
cations speed which is involved. Re-
sults from television can be obtained
so rapidly and conditions can change
so fast that an agency must be inti-
mately linked with all marketing con-
siderations to do its job. The best
way that the agency can be kept in
up-to-the-minute contact with market-
ing considerations is if it is doing a
marketing job for the client.
As things stand today, marketing
services vary considerably from agen-
cy to agency, sponsor found in ques-
tioning executives at a number of ma-
jor shops (see article this issue page
29). That's perfectly natural. Market-
ing is in an early enough stage so that
you'd expect to find variations. But
we suspect the appellation marketing is
being given in some cases to pin-
pointed services which do not cover
the full range of marketing counsel.
To us it makes more sense to reserve
the use of the word marketing for a
complete service covering every facet
of moving goods — from the idea stage
to the sales counter.
But long before someone appoints
a committee to decide just what should
be covered under agency marketing
service, we suspect most agencies will
have broadened their services along
pretty much the same lines. And, as
we said, television will be a
shaper and mover.
prime
Traffic jam in Little Rock
This happened, not on Fifth Avenue
in New York, or Michigan Boulevard
in Chicago, but in Little Rock, Ark.
We were caught in an ocean of cars
that stretched as far as the eve could
see and kept us going at a snail's pace
for nearly 30 minutes.
The writer was one of a group of
New York, Chicago, and Dallas guests
invited to attend the opening of the
magnificent new KTHY studios (as
functional, by the way, as any we
have ever seen) and its mountain-top
tower.
The miracle of the jam-up. so far as
this writer is concerned, is the mental
impression he had of Little Rock dating
from a previous visit some years earli-
er. It was hard to change the picture
from a quiet, sunswept, pleasant, big
country town to a mushrooming, throb-
bing business and industrial center.
\\ hat is happening in Little Rock is
going on all over America. Cold sta-
tistics don't tell the story. Neither
does second-hand information. We've
said it before and we'll say it again —
if \ ou're job is sizing up market poten-
tial, visit them personally.
Advertising is big business. We
think it is false economy to view the
United States from an air-conditioned
office on Madison Avenue.
* « •
That $64,000 question
The following is a financial report
as carried in the 12 July issue of the
New York Herald Tribune:
"Revlon, Inc., reports its sales for
the first six months of 1956 rose to
$40,800,000, an increase of almost
133% over the comparable period last
year. Earnings for the six months are
estimated at $3,708,000. or greater
than total net profits of $3,656,000
for the entire year of 1955."
Looks as though giving awa\ lots
of money is good business — when you
do it front of a television audience.
Applause
Profits without glamor
A lot of people in this tv advertis-
ing business think the formula is sim-
ple l"i \ ing packagi ds from re-
tailers' shelves. You spend a lot of
monej on high-rated shows (or on
high-rated announcements between
show- I . i on add a healthy -dice of
your budget for talent, and the OUt-
> ome is i inging cash registers.
Bui a few people, and a few com-
panies realize there are othei and
ib\ ion- routes to sales su< cess
On.- of these companies is Harold
F. Ritchie, Clifton, N. J., which makes
Brylcreem hair dressing for men.
IJilchie and its agen<-\. Atherton &
Currier, New York, some three years
ago ventured into the cold waters of
late-night tv with a limited ad budget.
The) bought slots in relatively low-
rated film programing, on a market-
to-markel basis. The) used the same
jingle, and the same commercial theme,
nighl after night, film in and film out.
And what happened? Today, the
budget has increased from S »0,l 100 to
! el ween VL' and S3 million, w ith out-
lets totalling 106. Brylcreem has now
gone to No. 2 spot in main markets.
\n<l the same late night foi mula is
being used for two other Ritchie prod-
ucts. ENO Sparkling Antacid and
Scotl s Emulsion (see story, page 38).
We like the implications of the Bryl-
creem Story. In a sure and workman-
like way, the company has used tv
within its own means to accomplish as
much as many of the more glamorous
accounts. Its done this job by re-
membering two basics of any adver-
tising consistenc) and frequency.
116
SPONSOR
* As the "London Illustrated News" sees KCMO's New Tower
... the World's TALLEST self-supported Tower!
. . . it's the object of world wide interest . . . and in Kansas City it's the signal of success, for,
according to ARB and PULSE (Apr. 7-13, 1956), KCMO is the No. 1 station in most-viewed
quarter-hours and most-viewed shows!
RADIO \ TV
620 kc. \ Channel 8
CBS \ CBS
Channel 6
CBS
, d by (ATI AGENCY INC
JOHN BIAIR & CO BIAIR TV. INC
MEREDITH Rode* cuui Id&^ti** S TAT IONS
affiliated with III1! I IT IIOIIII'N illlll (iill'lhs and Successful Farming magazines
Advertisers and their agencies know the radio stations represented
by Adam Young, Inc. have been carefully pre-selected on the basis of
1 . Superior station management.
2. High audience delivered.
3. Ability to "move the goods".
4. At the right cost.
Because of this pre-se/ecf/on and analysis, time buyers know that an
Adam Young station will produce results.
I
RADIO STATION REPRESENTATION
4 7 7 Madison Avenue, New York City
Boston • (I • St. Lnuts • I • San F rami u
SH D 12-56 92
MR WILLIAM S HEDGES
NBC RM 604
30 ROCKEFELLER PLAZA
NFW YORK PO N Y
|v advertisers use
fhich Kansas City radio station is getting the lion's
lare of national business?^
,JK1
fe>
The same station which is getting the lion's share of listeners! — WHB
The buying action of these and other national advertisers, and
their advertising agencies, is the most graphic kind of confirma-
tion of the" power and the dominance indicated by Willi's
andienee-share superiority. Talk to Willi General Manager,
George W. Armstrong:, or ilie man from Blair.
MACIN • ANSCO FILM • ALLSTATE INSURANCE COMPANY • B. C. HEADACHE POWDERS • BAYER
SPIRIN • BAKER'S HAIR TONIC • BUDWEISER BEER • BUSCH BAVARIAN BEER • DR. CALDWELL •
AMEL CIGARETTES • CARLING'S RED CAP ALE • CHESTERFIELDS • CLARK CANDY COMPANY • CLARK
JPER GASOLINE • CONTINENTAL AIRLINES • CONTINENTAL TRAILWAYS • COPPERTONE LOTION •
AFFODIL FARM BREAD • DODGE TRUCKS • DRANO • EX LAX • FORD MOTOR COMPANY • GRIESE-
ECK BROTHERS BEER • GENERAL MOTORS ACCEPTANCE CORP. • GOLD MEDAL FLOUR • GOETZ
:ER • HOUSEHOLD FINANCE CORP. • IMPERIAL MARGARINE • INSTANT MAXWELL HOUSE COFFEE •
JSTANT SANKA • JELLO • KOOL-AID • KRAZY KORN • KROGER STORES • L & M CIGARETTES •
FE MAGAZINE • LIPTON TEA • M.G.M. PICTURES • MAPLE DEL SYRUP • MILLER BEER • MILNOT
NASH CARS • NUMBER SEVEN POLISH • OCEAN SPRAY • OLD SPICE -PACKARD CARS • PALL
IALL • PEPSODENT TOOTHPASTE • PRINCE ALBERT TOBACCO • RAINDROPS • READER'S DIGEST •
HEEMAIRE • RYBUTOL • SALEM CIGARETTES • SANTA FE RAILROAD • SARAKA • SATURDAY EVENING
OST • SEITZ PACKING COMPANY • SIMMONS MATTRESS • SIMONIZ (BODY SHEEN AND KLEENER) •
NCLAIR GASOLINE • SLENDERELLA • SLUMBERON MATTRESS • SUNKIST FRUITS • SWIFT FROZEN
OODS • HERBERT TAREYTON CIGARETTES • TOP VALUE STAMPS • TURTLE WAX • UNITED AIRLINES •
EL SOAP • VICEROY CIGARETTES • WESTINGHOUSE • WINDEX • WISK DETERGENT
Latest !
METRO PULSE
VHB first all day and
ight. WHB first 360
ut of 360 V4 hours. In
nd out of home, Mon.-
ri. 6 a.m. -midnight.
fe
Latest!
AREA PULSE
WHB 1st all day. WHB
1st 263 out of 288 l/4
hours. 25 second place
'/j's, none lower, Mon.-
Sat. 6 a.m. -midnight.
Latest !
AREA NIELSEN
WHB first all day and
night with 42.7% share
of audience. WHB First
every time period. Mon.-
Sat. 6 a.m. -6 p.m.
Latest !
HOOPER
WHB 1st all day with
45.6% share cf audi-
ence Mon.-Fri. 7 a.m.-
6 p.m., Sat. 8 a.m. -6
p.m.
O • • 'The Storz Stations" — Todd Storz: President
VDGY, Minneapolis-St. Paul
Represented by
Vvery-Knodel, Inc.
KOWH, Omaha
Represented by
H-R Reps, Inc.
WHB, Kansas City
Represented by
John Blair & Co.
WTIX, New Orleans WQAM, Miami*
Represented by Represented by
Adam J. Young, Jr. John Blair & Co.
Transfer subject to FCC approval
6 AUGUST 1956
50< per copy «$8 per year
THE LONG
LOOK AT 15
page 27
Has the ARF so
the tv set
count problem r
page 30
Flav-R Straws, brand
new product, rides
a television tiger
page 34
Daytime tv picture:
shows firm, takers lag
page 36
Tv taps the toy market
for Darling Stores
page
Woolworth: network
radio's radical
~
Is the DST hassle
behind i.
page
• WXEX-TV leads in more
% hours than other two
Richmond area stations
combined... from 7A.M. to
midnight, 7 days a week!
• WXEX-TV has 10 of the
tOp 15 ShOWS! -MAY.JUNE ,956
Tom Tlnsley, President
NBC BASIC— CHANNEL 8
Irvln G. Abeloff, Vi;e Pres.
National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Farjoe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta.
Latex expects
100°o coverage
FTC's crimp on
in-store aid
ANA's talent
cost concern
BBDO's stake
in du Pont split
Pin-pointing
the agency
Facet about deal between International Latex, C & C Television
Corp. that intrigues Madison Ave. especially: it is predicated not
on number of markets delivered but number of homes with signal cov-
erage of combined stations. Latex declines "for competitive reasons"
to cite number of stations participating in campaign, sketches its
coverage expectations thuswise: as of 1 August it will have over
50% of all tv homes; within 60 to 90 days, 70%; and by end of year,
100%. Latex project calls for 10 announcements a day, 7 days a week
over 5 years. Latex sale is first effected by C & C, whose
arrangement with stations to barter time for use of 742 RKO films
in perpetuity has aroused critical reaction in film and rep circles.
-SR-
Ad agency appraisal of Federal Trade Commission's citation of nine
major tv advertisers and all tv nets as violating Robinson-Patman
Act by offering point-of-sale assistance is this: Situation is akin
to "sheriff shooting at the wrong man." When station trades time
with chains for special in-store displays in behalf of sponsor's
product it acts strictly on own. This relationship is not made
condition of sale in contract between station and advertiser. It's
a plus thrown in like programing and other promotion. However, if
cited manufacturers concede FTC objective, results could be far-
reaching; such as barring advertiser from accepting any form of
merchandising help from media not extended to all his outlets.
-SR-
Celler House Anti-Trust Sub-committee won't be only group this
fall concerned with probing matter of rising talent costs in tv.
Final morning session of ANA's October 22-24 Chicago convention
will deal exclusively with this subject. Addition of topic to ANA
agenda practically coincided with call Richard McElroy, ANA v. p.,
received from member of Celler investigating staff, regarding ANA
members' attitude toward talent costs.
-SR-
Reported imminent breakup of du Pont ad budget among several agencies
is not expected to affect BBDO's association with "Cavalcade of
America." Estimated du Pont ad spending this year will run well
over §8,000,000 with around $2,750,000 going for tv network ("Caval-
cade") and somewhat over §1,500,000 to tv spot. As du Pont products
rapidly increased, particularly since end of war, ad expenditures
have been going up at parallel pace, with BBDO as sole intermediary.
"Cavalcade" was created within BBDO by late Arthur Pryor Jr., in 30's.
-SR-
Bruited split-up of du Pont account bears out trend voiced by some
ad men in SPONSOR'S recent "Ad agency in transition" series. Market-
ing revolution, these experts held, would tend to make advertiser
more and more selective in choice of agency. All-around marketing
knowledge of an entire field, say, like package foods, would not
suffice. If the product is cheese, the advertiser would center his
search for an agency with know-how in marketing of dairy products.
SPONSOR. Volume 10, No I
Y.rk IT. Printed at 3110 Elm
8, 6 August USD Published blweely by SPONSOR Publications Inc. Eieeutlve. Editorial. Advertising. Circulation Offices. 40 B. 19th St.. New
Ave.. Baltimore. Mil $S a year in U.S. $9 eliewher*. Entered as second class matter 29 Jan. 19 IS at Baltimore postofrlce under Act of 3 Mar. 1J79
I-
REPOKT TO SPONSORS for (i August 1956
Spot radio sales
up 30% in June
What's ahead for
spot radio?
Allocation
fight on?
WLW's ABC
soapcrs
62% of fall net
shows drama type
Tv wonders where
the sponsor went
Woolworth
renews net
radio splash
MCM in 1st tv
feature sale
Spot radio billings for June totaled $11,389,000, gain of 30% over
same month last year, reports Station Representatives Assn. in survey
of monthly buying figures. SRA members see all-time high in agency
requests for availabilities, consider June totals "unusually signifi-
cant" because heavy fall-winter schedules are usually placed in
August, September.
-SR-
SRA predicts there's "a fair chance that '56 will establish a new hig:
record in spot radio sales." Sales at 6-month point total $65,-
647,000, up 19.9% from first 6 months of '55. Pres. Adam Young, Jr.,
says reps look to largest automotive spot drives in history this
fall when new models debut.
-SR-
Initial skirmishes over FCC's de-intermixture proposals have already
started, possibly portending full-scale battle in fall. Broadcasters
who would lose vhf assignments have attacked proposal, ABC says
proposal doesn't go far enough, even for interim plan. Latter
filed petition asking FCC to reconsider refusal to cut minimum mileage
separations, submitted follow-up plan to earlier proposals urging
193 markets among top 200 with at least 3 u's or 3 v's.
-SR-
Though decision of NBC affiliate, WLW, Cincinnati, to carry ABC Radio
soapers was cited as more NBC trouble on top of Westinghouse defec-
tion, actually ABC strip will not displace NBC shows. ABC soapers,
"Whispering Streets," "When a Girl Marries," "My True Story," started
on WLW 23 July, are now running (on delayed basis) 2:30-3:30 p.m.,
displaced WLS shows. Powerful Cincinnati outlet also carries ABC's
"Breakfast Club," MBS' co-op mystery strip at night on delayed basis.
ABC soapers have long had strong ratings in morning.
-SR-
In terms of tv program categories, drama will hold a still greater
dominant position among sponsored network shows this fall. As the
count stood 1 August, dramatic shows of various type registered 62%.
Other categories figured: audience participation and quiz shows,
11%; comedy variety, 10%; musical shows, 10%; documentary and
anthologies, 4%; sports, 3%; interview, 1%. Of the dramatic shows,
23 specialized in adventure, 19 as straight drama, 17, situation
and 3, unalloyed crime and mystery.
-SR-
Although fall daytime tv shows are set, networks are still looking
around for clients. Compared to August last season, sales are way
down. See page 36 for new fall daytime schedule and notes.
-SV
Million-dollar annual network radio budget: that's Woolworth' s big-
gest single ad expenditure by far. It has renewed hour-long CBS Sun-
day music show through all of '57 on 206 U. S. , 48 Canadian stations.
Budget includes time, talent, promotion. Ad Mgr. J. C. Remington
says chain "learning to creep," running step may be tv. See page 42.
-SR-
High expectations that "Wizard of Oz" sale to CBS will pave the way
for tv acquisition of more top Hollywood features. MGM's color adap-
tation slated for 4 network showings at reported price of $900,000.
(Sponsor Itvparts continue* po«j«' III)
SPONSOR
12th in
manufacture
of
instruments
LA
Among the television markets foremost in
the manufacture of instruments and re-
lated products, the Channel 8 Multi-City
Market ranks twelfth, based on production
figures for America's top 100 counties
{SALES MANAGEMENT ' 'Survey of Buying Power' '
—May 10, 1956) This is just one phase of
the widely diversified industry which makes
the WGAL-TV Channel 8 market a buying
market for your product.
NCASTER, PENNA.
NBC AND CBS
CHANNEL 8 MULTI-CITY MARKET
STEINMAN STATION
Clair McCol lough, Pres.
Representat
ive
the MEEKER
company, inc.
New York
Los Angeles
Chicago
San Francisco
6 AUGUST 1956
advertisers use
ARTICLES
DEPARTMENTS
The long look at 15%
Why are some admen talcing this long look now, after 40 years? Where does
television fit into the picture? Here's a report designed to give perspective
Has the MtF solved the tv set eount problem?
Industry is awaiting Advertising Research Foundation's second county-by-county
tv set count, slated for September release. It will combine Census Bureau data,
Nielsen Coverage Service No. 2, ARF's own statistical research
The si'areh for Britley Applebaum
Paralleling another recent experiment in hypnosis is this screwball account
of an I 1-year-old farm girl who recalls another existence as a timebuyer
Flav-R Straws, brand new product, rides tv tiger
Straw with built-in flavor filter is spending $10,000 weekly on spot tv, but pro-
duction lags far behind demand after only three months of marketing
Daytime tv picture: shows firm, takers lag
The latest program shakeups on the net television scene show NBC's morning
face changing. ABC and CBS add sponsors; experience no major upheavals
Tv taps the tog market tor Darling Stores
Chain of 50 New York area stores buys new kid show after upping sales 50%.
Franchise operation plans to open new markets, using tv as its wedge
F. IV. Woolworth: network ratlio's radical
Report on first year in network radio shows why ch
y chain renews once again.
$16,000 weekly tab for "Woolworth Hour" is shared by suppliers
Is the DST hassle behind us?
Will the movement back to Standard time this fall be the last Daylight Saving
snafu now that the Ampex Videotape Recorder is about to enter the picture?
COM I NC
SIXTH \\M \l. < \\\IM\\ ISSUE
For the first time, SPONSOR brings out its annual Canadian tv-radio roundup
as a -.oparato publication. Packed with solid facts of interest to both Canadian
and U.S. advertisers, it will appear simultaneously with regular issue
27
3 b
32
34
3d
10
12
II
20 lug.
II inter headaches you can start to lick
Can you forosco what air modia problems will bring on migraines next Febru-
ary? Well, those problems can be licked if advertisers start working on them now 20 lllff.
AGENCY AD LIBS
AGENCY PROFILE, E. J. Owens
FILM CHART
FILM NOTES
49TH & MADISON
MR. SPONSOR, Kenneth Zonsius
NEW & RENEW
NEWSMAKERS
NEW TV STATIONS
P.S.
ROUND-UP
SPONSOR ASKS
SPONSOR BACKSTAGE
SPONSOR SPEAKS
TV RESULTS
TIMEBUYERS
Editor and President: Norman R. GB
Secretary-Treasurer: Elaine Coupe' C
Vice President-Genl. Manager: Benar
Executive Editor: Miles David
Managing Editor: W. F. Miksch
Senior Editors: Alfred J. Jaffe, Evehnp
Jane D. Pinkerton
Assistant Editor: Robert S. Solotaire
Contributing Editors: Bob Foreman, JB
Editorial Assistants: Lois T. Morse, M
Holland
Art Director: Donald H. Duffy
Photographer: Lester Cole
Advertising Department: Adver-
Arnold Alpert; Charles W. Go I
New York Headquarters; Edwin D.I
Western Manager; Jean Engel, PBJ
Manager; Charles L. Nash, George SB
Circulation Department: Dorothy I
Subscription Manager; Emily Cutil B~
Office Manager: Catherine Sci
Accounting Department: Laura Olej
Fazio
Published blui'cklr br SPONSOR PUBLICAT
combined with TV. Executive, Editorial Clrc
\ Ivertlali ■ Offlcei 10 E. iioh st. i mill
New Y"ik 17, N V Telephone: MUrraf
CblcaRo Office: 161 E. Orand Ave. Phon
Ixis Angeles Office: 6087
Phone: noilywood 4-8089. Printing Office
Are . Haltlmore 11. M<1 Subscription 1
J** I veer. Canada and foreign $9. single
Printed In I s \ \.],lres» all corrMDOO
E. (9U| St., New York 17. N. Y. Ml'rray
k-ht 10:>n. SPONSOR PUBLICATION
Ok
IIL
\ V
Mill
I
fc
IH
If
COVER MORE
OF ARKANSAS
with
CHANNEL 11
LITTLE ROCK
}£=*.
"r«"
warn
JZLJ
i
44—
<^3>
FACILITIES: Finest and most complete in the Central
South. Superb new building . . . two large
studios ... 20' revolving turn-table . . . fully-
equipped kitchen . . . four camera chains and
other up-to-the-minute technical equipment!
ANTENNA : Tallest antenna in the Central South— 1756'
above average terrain!
CBS: Primary CBS affiliation — Channel 11 — 316,000 watts!
Let your Branham man give you all the new KTHV facts!
^^ 316,000 Watts • Channel (T\
Henry Clay, / xecutivi I ice President
B. G. Robertson, C,Lin>.:l Manager
AFFILIATED WITH KTHS, LITTLE ROCK
AND KWKH, SHREVEPORT
Only
are POWERFUL enough
and POPULAR enough
to register audiences
in radio surveys of
All Three Major Markets
of Southern California.
Of this top trio
KBIG is
\ First in San Diego
(America's 19th market)
\ Second in San Bernardino
(America's 32nd market)
\/ Third in Los Angeles
(America's 3rd market)
\/ The only independent
\ The least expensive
V The lowest cost-per-
thousand listeners.
Any KBIG or Weed Account Executive
would like to show you the
documents.
* i^y ivdiu
■*v \ i Ihe (atalma Statu
Z?-*^ lO.OOO Walt
■0
KBIG
740
***<
JOHN POOLE BROADCASTING CO.
C40 Sunitt Blvd.. Los Angalvs 28. California
Tmlmphon* HOllywood 3 ■ 3305
Nat. Rep. WEED and Company
I
James Haekett. Frank B. Sawdon, Inc., New
York, tells sponsor that the saturation of a market
with radio is dependent on three factors: 1) mar-
ket, 2) product, 3) budget. "Actually," says
Jim, "these factors are interdependent: but, taken
individually, this is my reasoning. Each market is
different; thefore. the market must be examined.
■Secondly, the prduct itself is a determinant of how
many stations and/or announcements are neces-
sary to saturate. And, of course, a great deal
hinges on the number of dollars you have to do
the fob." He gives his answer in light of the Robert
Hall account which uses radio from coast-to-coast.
"Its broadcast media experience," Jim concludes,
"has convinced me that there's no standard
formula that t nit be applied for saturation."
Lynn Hiniiioiuf. Emil Mogul, New York,
tells sponsor that "at Emil Mogul agency the
golden rule is that every market is different —
and it's proven to be a profound, basic truth.
I have been buying on the Rayco Auto Seat
< ovei account for more than three years and Rayco
is in 75 markets.'' Lynn says that 20 of these
nun I. eis are tv-only and another 20 are radio-only.
"In some markets we have more than one radio
or tv bin and alt decisions are made on an
individual market basis. There isn't any one
an suer tor JJ markets as opposed to V or
combined I I markets. Local ]>references and
habits may vary, "Hon is this market different' is
always the major question. Thanks to Rayco's unique
media-research plan, results can be (and are \ care-
full) checked on a week-to-week basis all year
round."
S. Harold l.abaa- of the S. Harold Labou
Advertising Agency, New York, recently told spon-
sor that small-market stations would do well to
highlight the very fact that can bring sales their
way, viz, low cost. "Eve received many promo-
tional pieces from such stations; but only yester-
day did one really get my attention. It was from an
outlet mar Seattle and caught my eye not only
because I hare a client interested in the type of
show mentioned, but be, uitsc all the facts inclnd-
-i ucre prominently displayed. I also feel
that big manufacturers and their large-city agencies
are overlooking these anas. It's a grave mistake
because, when you total the coverage received ill
these locations, potential audita, e is very great."
SPONSOR
r
/ w i
\
The shoe fits... perfectly- ..we wear it... proudly
6 AUGUST 1956
Noiv that
pre-testing ends guess,
more than ev
ffood spot to be in !
Like to get an idea how the joh is going to turn out
hefore you start? Then you'll agree with duPont,
makers of Duco paint, that our Spot-Check Plan
comes in mighty handy. This new spot television
sales concept allows you to pre-test (on any or all
of the 12 major stations we represent) the effective-
ness of the medium and the various ways to use it
...providing reliable qualitative sales research at
no extra cost!
duPont used the Spot-Check Plan in a three-city
test to gauge spot television's power to stimulate
sales and increase their share of market for paint
and auto polish. Not only did the test campaign spur
a tremendous boost in brand awareness, but it net-
ted handsome sales increases as well. (In one test
city, Duco paint sales shot up 65/' during the
13-week test period!) According to Dick Swyers,
BBDO account executive: "The test served as the
basis for the entire spot campaign we're now run-
ning .. .helped us make national plans with solid,
factual data to back us up." Good spot to be in!
Put an end to costly second-guessing ... get all
details on the Spot-Check Plan from...
CBS Television Spot Sales
Representing: wcbs-tv New York. WCAU-TV Philadelphia,
wtop-tv Washington, wbtv Charlotte. \\ in w Florence,
wmbr-tv Jacksonville. \\\i\ Milwaukee, \\i:iim-i\ Chicago.
ksl-tv Salt Lake City, kgul-tv Galveston-Houston, KOiN-n
Portland, k.nxt Los Angeles. (lis i ki.i a ision r \i n i< nktwokk
?*£
POPULAR!
MUSIC
24 HOURS
AROUND THl
CLOCK . . .
1 000 WATTS
970 KC
[uJv\
BAKERSFIELD & KERN COUNTY
CALIFORNIA
1. Hub of California's
petroleum industry
2. Nationally t) 1 in cotton
-3 in agriculture.
'$f
of the
WESTS
RICHEST
MARKETS
1. Center of Notion's
Supersonic Aircraft
production.
2. Desert Expansion:
America's fastest
growing frontier.
1 000 WATTS
1380 KC
THE
Big
Voice of
A^-i
Music .
FOR COMPLETE
ANTELOPE VALLEY COVERAGE
LANCASTER & ANTELOPE VALLEY
CALIFORNIA
^^» Inquire of
ADAM YOUNG, INCORPORATED
obout this outstanding
combination buy.
10
by Bob Foreman
Competitive situations plague tv slottings
It is, I believe, a cardinal principle in newspaper advertis-
ing that the advertisement of Cigarette A never appears adja-
cent to that of Cigarette B, and, by the same token, all bud-
ding make-up men for magazines learn as lesson number one
that the Bnick color page shouldn't stare out right across the
way at a DeSoto.
This principle eased its way over into the field of radio, as
we all know, and it became standard practice for advertisers
to achieve comparable "protection." At nighttime no com-
petitor could broadcast for a half-hour on either side of your
program, and during the daytime hours there was 15-minute
protection, both front and back.
Then came television, and here, too, practice was to honor
this code. But certain things began to happen.
As television grew and advertisers became more and more
enamoured of it, the number of hours available to new adver-
tisers became fewer and fewer until new time periods came
close to disappearing.
At the same time two other phenomena took place in the
business world. The first was a rash of mergers and the sec-
ond a philosophy as well as practice of corporate diversifica-
tion.
Now, while time on the networks was becoming as difficult
to come by as pink-period Picassos and manufacturers of
soaps were getting into the food business, television was get-
ting more and more costly (not on a cost-per- 1.000 basis, to
be sure, but in total dollars that had to be budgeted to ac-
commodate it).
As a result of the higher price, a new advertising technique
grew into being — one that would have been anathema in the
hey-day of radio. I refer to split sponsorship, replete with
cross-plug, dual main title and bi-sexual identification.
Those ( paupels I who couldn't even afford half a show (on
alternate weeks) were sold announcements on a network and
told these participation- were ""ju<t like having a program."
Well, friends, we can all see what a nice kettle of porgies
we've gotten ourselves into. More and more sponsors with
more and more products, totally unrelated in many cases, and
Please turn to page 58)
SPONSOR
.
audience
spells
DOMINANCE
WNBF
fa
50
40
30
20
10
Of the total audience of all four
Binghamton stations, WNBF's 44%
share overshadows station B's 23%
share, station C's 20% share,
station D's 13% share.
23%
SOURCE: Area Pulse, September, 1955
A BILLION DOLLAR MARKET
SERVED IN ITS ENTIRETY
ONLY BY
WNBF
BINGHAMTON, NEW YORK
CBS-RADIO
Represented by JOHN BLAIR & COMPANY
operated by: Radio and Television Div. / Triangle Publications, Inc. / 46th & Market Sts., Philadelphia 39, Pa.
WFIL-AM-FM-TV. Philadelphia, Pa./WNBF-AM>TV, Binghamton, N.Y./ WHCB-AM, Harrisburg, Pa./WFBO-AM-TV, Altoona. Pa.
6 AUGUST 1956
11
KTHTW
0%. *te
%%*****&
. . . and more than 2 million
people live in the ENTIRE
area covered by KTNT-TV
. . . and what's more —
Only KTNT-TV has all five
Of all the television stations in the
rich Puget Sound area of Washington
State, ONLY KTNT-TV covers all five
of the following major cities in its
"A" contour:
• Seattle • Tacoma • Everett
• Bremerton • Olympia
-""urATION'
"A" contour area contains OVER HALF of Ihe
population of Washington State and accounts
lor OVER HALF the retail sales of the stale.
CBS Television for Seattle,
Tacoma, and the Puget Sound Area
316,000 WATTS
Antenna height, 1000 ft. above sea level
PHflNNFI Fl FUTN ^^^
CHANNEL ELEVEN
BASIC
Represented nationally by
WEED TELEVISION
MADISON
sponsor invites letters to the editor.
Address 40 E. 49 St., New York 17.
ABOUT FALL FACTS
I was impressed last \ear with your
special supplement; but this year, I
think this is a superb job, and really a
current bible for the industry.
I don't like to think of the time and
effort that went into this except in
t< rms of the time and effort it is going
to save people, under which interpre-
tation, sponsor has certainly done it's
good deed for the day.
M\ congratulations to your entire
staff.
Ikying B. Kahn
President
TelePrompTer Corp., N. Y.
Since receiving my copy of FALL
I \( TS 1! \H< S ,i couple of weeks ago,
I have wanted to write and thank you
and compliment you on the splendid
job you did with "Timebuying Basics."
It was an excellent job of reporting
and editing, and I take my hat off to
you and all your associates who had
an) part in such an outstanding ac-
complishment.
Every member of the committee who
played any part in this activity got a
lot of fun and satisfaction out of what
we hoped would be a contribution to
our industry, and now7 we pass along
a big hand to you folks at sponsor for
having extended the area of inlluence
of this Seminar so greatly, bv giving it
this coverage in your FALL FACTS
book.
Frank F. Pki.i.i:<;ri\
Vice President
H-R Television, V. Y.
HOW MANY FOR COFFEE?
On page 35 of your 9 Jul) L956
issue <>l your admirable magazine there
i- •! thumbnail report on Nelli \\ il-
liams. \\ RNL, Richmond, which 1 read
with much interest — particularly the
kicker \\ Inch sa\ -:
"As continuity director, she (Miss
Williams) doesn't have to go out for
coffee for everybod) any more."
Here at Radio Station CKOC in
Hamilton, Canada, our Sales Manager
i Please turn to page L6A)
12
SPONSOR
IEST DRAMATIC SERIES IN SYNDICATION
rith Dick Powell, Charles Boyer, David Niven, Ida Lupino
and 30 other top stars.
(EST
* Billboard' s Fourth Annual TV Program and Talent Awards.
THE ONE WORD HISTORY OF "STAR PERFORMANCE
rr
irough the years on Network, "Star Performance" as "Four Star Playhouse" has won award after award . . . Best
'amatic Series . . . Dick Powell, Best Dramatic Actor (and he did it again in Syndication) plus other winners in the
:reen Director's Guild and Screen Writers Guild competitions.
Now is the time to put this solid award winning combination to work for you
in your own area. Contact us today!
;old
Budweiser Beer in 10 Markets
■> New York • Chicago • Los Angeles • San
onc/sco • Philadelphia * Memphis • Denver
itroit • Atlanta • Dallas-Ft. Worth • Houston
trtland (Ore.) • Indianapolis • Minneapolis
ilwaukee
SOLD
To Top Stations in Other Cities, Large and Small, including:
Phoenix, Ariz. • San Diego, Cal. • Albuquerque, N. M. • Las Vegas, Nev.
Fresno, Cal. • Salt Lake City, Utah • Stockton, Cal. • Rochester, N. Y. • Little Rock,
Ark. • El Paso, Tex. • Columbus, Ga. • Redding, Cal. • Bellingham, Wash.
Salinas, Cal. • Meridian, Miss. • Harrisburg, Pa. • Carlsbad, N. M. • Spokane, Wash,
and London, England • Sydney and Melbourne, Australia • Dominion of Canada
ihone wire write
he man from Official today!
OFFICIAL FILMS, inc.
25 West 45th St., New York 36, N. Y.
J PLaza 7-0100
wmcontativmc in. Ua\ior\\i Hilk . San Franrkfin • MinneaDolis • Chicago • St.
2EEE
I.irt music, her kind of music. Coming from NBC
BANDSTAND (weekdays, 10 a.m. to 12 Noon, EDT) the
new radio show featuring America's favorite bands playing
the memory -stirring music of yesterday and the melodic
hits of today.
Every weekday morning Bert Parks emcees two full hours
of live music by the nation's favorite hands— Guy Lombanlo.
the Dorseys, Wayne King, Freddy Martin, Russ Morgan
and the other all-time greats. There'll be name stars from
the world of music and the theater- in person. Audience
participation features and contests with big money prizes.
.Johnny Mercer, hick Haymesand other musical celebrities
to acl as "Mr. Music."
Here's a new way to reach housewives in the morn it gJ
program with spontaneity and warmth, and the knack
easy selling. The cost: just $1,000 per one-minute
pation, with 30-second and 6-second units also availal l<
NBC BANDSTAND stalled July 30. Miles Laboratt ri..
Warner-IIudnut. Keal.emon. Manhattan Soap and G( I
Foods started with it. Like them, whatever you have
say to women, say it with music on NBC BANDSTAN
Exciting things art happening on tin
Radio Networl
a service of \
Jjk
■s&Ntk--.
k»
"We can stHj get the top shows on KSTP-TV!"
Stronger signal, new shows
usher in big Fall season
The highest TV structure in the Twin City
area — KSTP-TV's new antenna has added
thousands of potential viewers in former
fringe areas of this 600,000 TV-home area.
This major improvement — another first for
the Northwest's first television station — will
bring a great new lineup of sparkling TV
entertainment to more viewers than ever
before this Fall.
"Treasure Chest", a new audience participa-
tion show, and "T. N. Tatters," the North-
west's top rated local kid show, are new
KSTP-TV Fall entries which, along with
great new NBC shows, will bring the North-
west its greatest season in television!
Now is the time to get aboard! Put KSTP-
TV's showmanship, stars and service to work
for you. For further information, contact
your nearest Petry office or a KSTP-TV
representative.
100,000 watt;
5
MINNEAPOLIS • ST. PAUL Basic NBC Affiliate
Represented by Edward Petry & Co., Inc.
16
SPONSOR
49TH & MADISON
(Continued from page 12 i
Frank D. Fogwell has to go out for
coffee for everybody every morning.
I guess ii"s just thai old atavistic
cycle working. Maybe Nelli will be
back on the coffee-jocke) routine when
they promote her to executive vice
president at \\ RNL.
Dighv Wright
Sales Promotion Manager
CKOC. Hamilton. Canada
TO A QUERYING ADMAN
Ihis is addressed to the "querying
adman" whose letter appeared in the
2"> June sponsor.
^ ou sa\ that you have for si\ vears
presented on \our local live tv air an
institutional half-hour, good music
show on the order of Firestone; that
you are considering a change in the
fall and that you would like to be ad-
\ised of am surveys, brochures, post-
mortem collections, et al. that list live
local production ideas of the past —
successful, unsuccessful or merelv
plucking at the coverlet.
Know this: You did not mention
\our city, but here in Los Angeles the
information you seek pollutes the air
and contributes to smog 24 hours a
day. Live local ideas hereabouts are
written in blood and piled in charnel
warehouses like five decades of old
telephone books salted down with the
tears and sweat of a million idea men.
\\ it bin a mile radius of where this
w riter sits there are even now some 30,-
000 new and original local-live ideas
in process of conception. Somebodv
will do something about 100 of them
after leaving the bar; 12 will reach the
script state; five will profit from the
Fundamental Truth that Talent means
more than Idea: three will receive seri-
ous consideration from either sponsor
or station: and I with good fortune I
one may have a 13-week tryout in the
summer of 1957.
Know this as well and beware: If
you find such a list, remember that the
motherly possessiveness of the female
meadow lark, who braveh fakes a
broken wing to lure the predaceous
serpent from her defenseless brood, is
as nothing compared to the fierce love
of a frustrated idea merchant for his
unaccepted, diaphanous program-that-
never-was. Put on your local air his
Cooking Show With the Novel Twist,
his Great Poets A LaTon\ Won-, his
i Please turn to page 1(d) i
in Houston
rv^rxrn (1
Hooper May-June 1956
Monday thru Friday
7 A.M. - 12 Noon
(Sample Size — 12,161)
K-NUZ
21.7
Net. Sta. "A" .. .12.0
Net. Sta. "£" . 10.7
Net. Sta. "C" . .13.0
Net. Sta.
Intl. Sta.
'D"
'A"
.13.4
. 4.9
hid. Sta. "B" . 6.4
Ind. Sta. "C" „14.3
Monday thru Friday
12 Noon - 6 P.M.
(Sample Size — 15,591 )
K-NUZ
22.1
Net. Sta." A" . 15.1
\rt. Sta. "#" . . 7.6
Net. Sta. "C" . 11.8
Net. Sta. "D" . . 7.5
Ind. Sta. "A" _. . 6.8
Ind. Sta. "fl" . . 9.8
Ind. Sta. "C" . -10.3
K-NUZ is the Leader — Yet the rates are Low, Low, Low!
Join the Rush for Choice Avails.
In Houston the swing is to RADIO . . .
and Radio in Houston is . . .
Houston's 24 Hour Music and News
National Reps.: Forjoe & Co. —
New Vork, Chicago, Los Angeles, San Francisco.
Philadelphia, Seattle
Southern Reps.: Clarke Brown Co. —
Dallas, New Orleans, Atlanta
IN HOUSTON, CALL DAVE MORRIS
JAckson 3-2
6 AUGUST 1956
16A
«1 TV SYNDICATED
Selected By All-Industry Vote
#1 Best Syndicated Film Series!
#\ Best Adventure Series!
#1 Best Actor in Syndicated TV Film!
Billboard's 4th Annual TV Program i Talent Awards
Of*'
HERE'S UNQUESTIONABLE PROOF
FROM LATEST PULSE REPORTS
COVERING ALL TV SYNDICATED
FILM PROGRAMS FOR FIVE
STRAIGHT MONTHS!
mM
•,' .i!
V.eV
l\$
ft******
ws-tt
A95b
\9&
#1 IN MARKET AF
"1 SAN ANTONIO 36.4 #1 Scranton-Wilke
*1 YORK, PA. 43.9 #1 NEW YORK
#1 COLUMBUS, OHIO 42.1 «1 ROANOKE
#1 DAYTON, OHIO 39.9 <1 CINCINNATI
#1 DETROIT 34.2 1 SPOKANE
#1 SYRACUSE 28.0 '1 CLEVELAND
39 ALL NEW P
78 HALF-HOUR FILMS
1
LM SHOW IN U.S.!
I
Starring Academy Award Winner
ODERICK CRAWFORD
as Head of the Highway Patrol!
LRKET!
SVILLE
37.3
ALO
26.0
RISBURG
19.7
roN
29.6
OLULU
39.1
NO
25.6
May, April,
Mar., Feb., 1956
k
MS
ABLE
RENEWED BY SPONSOR AFTER SPONSOR
Never before on any show such a sensational record of renewals!
BALLANTINE BEER in 24 markets!
LION OIL in 10 markets!
PFEIFFER BREWING in 10 markets!
KROGER STORES in 6 markets!
WIEDEMANN BREWING in 4 markets!
HANDY ANDY INC., Supermarkets of San Antonio!
KGNC-TV Amarillo KOMU-TV Columbia, Mo.
WFAA-TV Dallas KTTS-TV Springfield N[W yoRK
KARD-TV Wichita WTVP-TV Decatur CHICAGO
WDSU-TV New Orleans CINCINNATI
plus many more happy Z/V advertisers and stations! HOLLYWOOD
More Now Than
Ever Before . . .
WFBC-TV
SWAMPS COMPETITION
"The Giant of
Southern Skies"
IN CAROLINA
5-COUNTfPULSE SURVEY
• WFBC-TV had all 15 of the "Top Fifteen Once-
A-Week Shows"!
• WFBC-TV had all 10 of the "Top Ten Multi-
Weekly Shows"!
THE PULSE, INC.
5-COUNTY AREA TELEPULSE
SHARE OF
TELEVISION AUDIENCE
JUNK
1-7, 1956
Time
TV S«U
In Dm
WFBC-TV
Station
B
Station
C
Station
D
Other
Stations
SUNDAY
12 Noon-6:00 P.M.
'-.-V
56%
227c
1.'/,
5$
4%
6:00 P.M. Midnight
t 7.6$
52%
22' 1
IV,
B$
3%
MON. THRU FRI.
7:lio A.M. 11' N i
1 1.'/;
61%
31%
8$
0$
'IV
L2:00 Noon-6:00 P.M.
23.4$
63%
is';
I.V,
t$
"'
6 P.M. Midnight
I i.r.
51%
Is',
15%
L2$
4%
SATURDAY
8:30 A.M. 12 Noon
12:00 Noon-6:00 P.M.
6:00 P.M. Midnight
24.9$
52.6$
61%
47%
55%
35$
is',
0$
9$
I.V,
r;
8$
:;v
Ar'r
The five counties are Greenville, Anderson, Greenwood and
Spartanburg, S. C, and Buncombe (Asheville) X. ('.... counties
with Population of 611,400; Incomes of $787,290,000; and Retail
Sales of $549,606,000.
For further information aboul tliis PULSE Survey, and aboul
/<//(// WFBC-TV Market, con- NBC NFTWORK
tad the Station or WEED our
Nal ional Represental ives.
WFBC-TV
WFBC RADIO 'NBC AFFILIATE)
. Channel 4 Creenville, S. C.
is Represented _
Represented Nationally by
Nationally by AVERY KNODEL WEED TELEVISION CORP.
40 E. 49TH ST.
[Continued from page L6A)
Handwriting Fxpert Panel, his Night-
mares of Famous People, his Quiz
Shows Based on Traflic Education Gad-
gets, his new version of So You Want
To Be An \etor-— and be vour station
as remote as KIN \. Vnchorage, \las-
ka. you will hear from his lawyer
quoting Screen \\ riters' Guild Regis-
tration Number and asking you to
cease and desi-t.
Dear Querying Vdman, when you
uncover this roster of broken dream-,
their hesitant gestation punctuated by
double martinis and station murmurs
of "We love it. but we have no time
available" — please send both carloads
on to me. wrapped in professional
copies of "The Blues M\ Naught)
Sweetie Gave To Me" and tied with
the strings \ou have to pull to get 1>\
the professional no-girl in the station
program department.
Meanwhile. \ ou have kept a half-
hour live show with a 25-musician hud-
get on vour local air for six seasons —
and you ask for assistance. This writer
would swap you five hundred (500)
live local ideas — good, had and indif-
h rent — for the secret of \our success.
God bless j ou.
Talbot Johns
Radio-Television
li est- Marquis, Inc.
Los Angeles, Cal.
BUYER TO SELLER
Having attended the conclave of the
Pennsylvania Association of Broad-
casters at the Pocono Manor, I was
quite interested in the article entitled
"Advice from Inner to seller"' (11
June 1 ')•")(). page 12 i .
T. S. Christensen
I'hilip Morris, Inc.
\ci< York, V. ) .
TOP OF THE NEWS
\\ e felt that you might be interested
in a verj recent \\ I P new- coverage
story, t>' add to your article, "Blueprint
l < • i radio's Inline." SPONSOR, L6 \pril.
page 1 1.
On 26 July, \\ IP was first on the
air \\ith an exclusive short wave tele-
phone broadcast with Philadelphia
Mayor Richardson Dilworth from the
III de Fiance, where Dilworth and his
wife were taken i" safetj from the
luxiii \ linei Vndrea I >"i ia aftei ii col-
lided with the Swedish ship Stockholm
in the Atlantic off Nantucket Island.
16D
SPONSOR
On the short wave broadcast, taped
b) Vainer Paulsen, WIP's Program
Director, and aired over the station at
L:35 p.m. Thursday, Dilworth de-
scribed the disaster as a "harrowing
experience." WIP stole a heat on
first broadcasting news of the ship-
wreck. Sain Serota, director of special
events, contacted various official sour-
ces to tape record first hand informa-
tion on the details and outcome of the
catastrophe. Gene Milner broadcast
on his Dawn Patrol program telephone
tape-recorded interviews with mem-
bers of the Coast Guard in New York,
who were directing the rescue efforts.
Mayor Dilworth thanked WIP for
getting through to him — and for as-
suring the people of Philadelphia, and
his children, that he and his wife were
safe.
Gil Spe( tor
Promotion Director
WIP. Philadelphia. Pa.
Inasmuch as sponsor is interested
in on-the-spot or feature coverage ol
news events, we at KMOX felt that you
would like to hear about our plan- to
launch in September an exclusive.
newsmaking series of reports from
Communist threatened Laos.
The series, entitled "That Free Men
Ma\ Live," will be taped in remote
mountain villages on the doorstep of
KMOX's Dooley, Hyland & Davis at interview
Red China by Dr. Thomas Dooley,
young St. Louis physician whose best-
seller. Deliver I s trow Evil, has
brought him international recognition.
The KMOX tapes will be carried
down from the mountains by jeep or
on foot to \ ientiane and then flown to
St. Louis. A spe<ial Christmas broad-
cast will originate in Hong Kong,
where Dr. Doolej will speak to his
home cit) via Trans-oceanic telephone.
Paul Douglass
KMOX, St. Louis, Mo.
Public Relations Directoi
Pve go l
news
for vim!
. . . gathered from everyw
by wire and special
correspondents . . . edited by
the WEMP news department
of four full-time newsmen under
the direction of Don O'Connor . . .
and presented 38 times daily,
every day, on WEMP.
Yes, regular newscasts on the
half hour, special bulletins
throughout the day, on-the-local-
scene-reports from our two news
trucks keep Milwaukeeans
"in touch" with things, and radio
dials set at WEMP. This happy
habit adds up to the fact that your
clients can more effectively get
"in touch" with Milwaukee through
WEMP. Get the story from our reps.
Milwaukee's Best Buy
WEMP
5000 Watts at 1250
1935-1955 . . . -') veara oj tenice to Milwaukee Repn tented nationally /•> llcadli > .Reed
6 AUGUST 1956
17
"
Yias
Newest Nielsen Says It Too!
June. 19:56 Nielsen for Minneapolis-
St. Paul says it definitely: WDGY
is a clear second in the NSI AREA,
and the TOTAL AREA, too.
(6 a.m. -midnight, Monday through
Friday.)
Changed things? And how! Now
Hooper and Nielsen have WDGY 2nd!
1 atest Hooper gives WDGY 25.8%*
of the daytime audience! Compare
this with a pre-"Storz Station"
.">.'•', and 8th place last January.
WDGY has more audience all da)
than ilu nexi three stations
combined! "Storz Station" music,
in ws, ideas are attracting new dialers
daily anil keeping them. Timebuyers
;,re buying WDGY,** getting
results, too. WDGY well justifies
a place in \oui tall time-buying. In
fact, it's a must. Talk to Aver)
Knodel, oi WDGY General Manager,
Mi \ i I aliunski
sure
y&&-
-St
chat*
WDGY
Minneapolis-St. Paul
50,000 watts — and almost
perfect-circle daytime coverage
.... 'June-July, 1956, 7 a.m.-G p.m., Mon.-Sat.
■:£-'■-- .... • ■
....„*."('°"""d
"WDGY is giving a good "national account" oj itself: Here arc some of the national accounts who ham been selling the
TWIS CITIES via WDGY: lit k k • Camels • Chevrolei • Clark Super Gas • Coca Cola • Instant Fels Naptha • Ford
Dealers • Hires Root Beer • Ladies Homi [ournai • L & M Cigaretti s • Mam in sn k ]iis< i m • Mi k< i ry • Pa< hard •
Pabsi Mmk • Parson's Ammonia • Pontiac • Salem Cigarettes • Sani-Wax • Instant Sanra • Saturday Evening Post •
sin 1 1 Oil • skmh oh • Studebaker-Packard • Tidy Hovjsi Sweei I in • Waverly Fabrics • Wishboni Salad Dressing
The STORZ Stations" Todd Storz: President-
WDGY, Minneapolis-St. Paul
Represented by
Avory-Knodel, Inc.
KOWH, Omaha
Represented by
H-R Rep., Inc.
WHB, Kansas City
Represented by
John Blair & Co.
WTIX, New Orleans
Represented by
Adam J. Young, Jr.
WQAM, Miamif
Represented by
John Blair & Co.
Transfer subject to FCC approval
18
SPONSOR
New and renew
6 AUGUST 1956
New on Television Networks
SPONSOR
AGENCY
STATIONS
PROGRAM, time, itart, duration
Home Prod, NY, for Kolynos
Home Prod, NY
Home Prod, NY
Cigars, Phila
, Foods, NY
i Foods, NY
Crcy, NY ._
Ceyer, NY
_Ceyer, NY
Lefton, Phila
Ludgin, Chi
DFS, NY
H Breck, Springfield, Mass
i a. NY
Appliance Kk, Ky, for appliances &
receivers
jrrilard, NY
Humphrey, Alley, Richards
Boston .
McC-E, NY
I on. Morristown, N)
1 la Craft, Batavia, III
! Reynolds, Winston-Salem for
ncl & Salem
i mi, Chi
i liz, Chi — .
Inc, NY __
Y6R, NY
L&N, NY _
McC-E, NY
|WT, Chi
Esty, NY .
Tat-Laird, Chi
5SCB, NY
f&R, NY
Chi
J i Carbide & Carbon, NY
79 Capt Kangaroo; M-F 8-9 am; var times; 26 5-min
parties; 18 July
NBC 65 Queen for a Day; M 4-4:15 pm; 3 Sept; 52 wks
NBC It Could Be You; M 12:45-1 pm; 3 Sept: 52 wks
NBC 38 Meet the Champions; Sat 6:30-7 pm; 21 July,
52 wks
CBS 103 Carry Moore; Tuc 10:15-10:30 am; 3 July; 52
CBS 109 . Bob Crosby; Tu 3:45-4 pm; 3 July; 52 wks
NBC 70 Matinee; M-F 3-4 pm; 30 July; 13 wks
CBS 149 lackie Cleason; Sat 8-9 pm; 29 Sept; 52 wks;
co-sponsorship
ABC _ _ Broken Arrow; Tue 9-9:30 pm; fall
CBS 149 . lackie Cleason; Sat 8-9 pm; 29 Sept; 52 wks;
co-sponsorship
CBS 76 High Finance; Sat 10-10:30 pm; 7 July; 52 wks
CBS 98 - Beat the Clock; Sat 7:30-8 pm; 23 June; 13 wks
ABC Wire Service; Thurs 9-10 pm; 4 Oct
CBS 108 House Party; W 2:45-3 pm; 25 July; 52 wks
CBS 98 Codfrey Time; W 10:45-11 am; 4 July; 52 wks
CBS 137 Pantomime Quiz-Person to Person; alt F 10:30-
1 1 pm; 6 July; 52 wks
NBC 98 Best in Mystery— Big Story; Fri 9:30-10 pm; 13
July; 14 wks
— Tat-Laird, Chi
I. M. Mathes, NY ABC Omnibus; Su 9-10:30 pm; V&i StS Oct
Renewed on Television Networks
SPONSOR
AGENCY
» i, Pitts
Foods, White Plains, NY
Foods, White Plains, NY
nobile, Lansing
FSR, Cleve
Y&R, NY
B&B, NY
Brother, Detroit
Cin
Cin
Cin
Cin
Y&R,
Grey,
B&B,
B&B,
NY
NY
NY
NY
I i Brands, NY
Steel, NY & Pitts
ing Drug, NY, for Bayer-Phillips
Bates, NY
BBDO, NY
DFS, NY
STATIONS PROGRAM, time, start, duration
NBC 102 Alcoa Hr; alt Su 9-10 pm; 14 Oct; 26 wks
CBS 162 . I Love Lucy; alt M 9-9:30 pm; 9 July; 52 wks
CBS 126 West Point — Mama; Fri 8-8:30 pm; 27 July; 52
NBC 131 Spectacular; Sat 9-10:30 pm, 1 wk in 4; 29 Sept;
10 programs
CBS 136 Brighter Day; M-F 4-4:15 pm; 2 July; 52 wks
CBS 162 I Love Lucy; alt M 9-9:30 pm; 9 July; 52 wks
_CBS 136 . -..Edge of Night; M-F; 4:30-5 pm; 2 July; 52 wks
CBS 117 As the World Turns; M-F 1:30-2 pm; 2 July; 52
wks
NBC 70 Tennessee Ernie; Tu & F 2:45-3 pm; 14 Aug;
52 wks
CBS 149 U.S. Steel Hr; alt W 10-11 pm; 4 July: 52 wks
ABC The Vise; Fri 9:30-10 pm; fall; 52 wks
Broadcast Industry Executives
NAME
FORMER AFFILIATION
NEW AFFILIATION
Alexander
Austin
Baldwin
y H. Birch _
n L. Bradley
Brown
iam Davis
ge S. Dietrich
rt Downing .
ild H. Edgemon
;s W. Evans
Jane Cabellini
t Caffin
ett Ceohagen
>dore Grant
ph F. Creene
k Harms
>. "Jake" Jacobson .
Jensen
rles King
Kirk
in B. Lau
mia Lee
I Lyons
ph B. Matthews _
e Mayo
ert C. Miller
cs I. Moore
I Nassif
tin L. Nierman
i "Pat" Patterson
Perris
ert Perez
my Reiner
KLS-TV, Salt Lake City, news director _ Same, promo director
Austin TV, NY, pres Coodson-Todman, NY, gen sales mgr
WRIT, Milwkee, asst mgr WNOE, New Orleans, gen mgr
WBBM-TV, Chi, chief cameraman Filmack, Chi, exec vp-director
KSL AM-TV, Salt Lake City, newsman Same, news director
KSFO. San Fran, acct exec _. . Same, asst comml mgr
CBS TV Spot Sales, Chi, acct exec CBS TV Spot Sales, NY, acct exec
NBC Spot Sales, NY, natl mgr rad Same, natl rad director
Crosley Bcstng, Cinn, asst director merchndsng co-
— ordinator client serv KYW AM-TV, Cleve. merchndsng mgr
WKRC AM-TV, Cin, pub dir WBZ-TV. Boston, asst sales promo mgr
WNHC-TV, New Haven, mgr sales promo-merchndsng WXEX-TV Richmond, Va, mgr sales promo-merchndsng
WACA Radio, Atlanta, prod dept Same, pub-promo mgr
NBC Spot Sales, NY, mgr new business-promo Same, director new business-promo
WPIX. NY WABC-TV, polit sales mgr
ABC TV. NY, program dept Same, asst mgr co-op programing
ABC Film, NY, client serv mgr Same, asst to vp-salcs
CBS TV, NY, assoc prod WBUF-TV. Buffalo, program mgr
... KLX, Portland, mgr Telcpix. Hywd. northwest sales rep
|WT, Chi, acct exec WLW-D, Dayton, gen mgr
-MBS. NY, east stn relations rep . Same, director stn relations
WABC-TV. NY. mgr polit sales Same, acct exec sales
WPFH, Wlmngtn, sales rep Same, comml mgr
WWNY, Watertown. NY KEY-T, Santa Barbara, Cal, mgr promo-adv
NBC Spot Sales, NY, rad sales Same, Chi, centra! division mgr
WFMJ, Daytona Beach WLOW, Norfolk, Va, sales mgr
WACA Radio, Atlanta, pub-promo mgr - Same, acct exec
Cleve, pub relations, other infor not available KCRC-TV, Cedar Rapids, la, sales mgr
CBS Radio, NY, merchndsng mgr Calen Drake progs Same, spot sales acct exec
CBS Radio Spot Sales. NY, WCBS rep Same, acct exec
— Petry, NY, TV sales Same, east tv sales mgr
... WITN, Washington, NC, sales mgr Same, vp-sales
WEWS, Cleve, pub-promo director Same, local adv sales
KNXT, LA. acct exec CBS TV Spot Sales. San Fran, acct exec
IFE, NY, gen sales mgr TPA, NY, European sales mgr
Paul
Alexander (3)
Ceorge
Dietrich (3)
lames W.
Evans <3>
Clcn B
L.iu 3'
6 AUGUST 1956
6 AUGUST 1956
Wew and renew
3. Broadcast Industry Executives (continued)
NAME
FORMER AFFILIATION
NEW AFFILIATION
Ted R.
Meredith i -» »
Martin L.
Nierman (3)
Maany
Reiner ■ 3 •
Carl F. Runge WIST. Charlotte. NC, sales - - Same, local sales director
Larry Surles NBC Spot Sales, NY, tv sales , Same, rad mgr east division
|ohn H. Wickliffc WLOU, Louisville. Ky, pub director-sales rep WLIP, NY. sales acct exec
Clco Wright Lindsay Robinson, Roanoke, asst adv mgr WBAL-TV, Bait, sales service-promo super
David Yanow CBS Radio Spot Sales. NY acct exec CBS Radio. NY, net sales acct exec
Martin V. Zuzulo Radio Daily Yearbook, NY. assoc editor PCW. NY. asst to mgr am promo-research
4. Advertising Agency Personnel Changes
NAME
FORMER AFFILIATION
NEW AFFILIATION
Edmund W. Birnbrycr
John A. Burns
Tobin C Carlin
Lee Carrau
Ronald P. Cone
Wickliffc Crider
|ohn A. Dey
B. R. Elam
Murray W. Cross
Ccorge F. Haller
Ferdinand Isserman, Jr.
William Mahu
Robert |. McCarthy
Ted R. Meredith
Albert E. Moulin.
Charles E. Patrick
Fred S. Perlstein
George Preston
Edmund C. Ridley
John ). Schneider
George Shaver
Wilson A Shelton
Kenneth D. Stewart
Ellen Stillman
Tom Tausig
Harold L. Teurs
l«
NY. cooy, other info not available
Natl Mktng Consultants, NY, vp
Dad's Rootbeer, Chi, sales director
KGMB-TV. Hawaii, exec prod
Soerry Rand. NY, asst sales mgr
K&E, NY, vp am-tv
Grant, Miami
Fulton, Morrissey, Chi, field merchandsng mgr
Hudson Paper, NY, group prod mgr
Biow. NY, media super
Aubrey, Finlay, Marley & Hodgson, Chi, asst acct exec
Biow, NY, vp-acct exec
-D'Arcy. Houston, acct exec-am-tv director
Criswold-Eshleman, Cleve, asst media director
New Orleans radio, other info not available
Emil Mogul, NY, acct exec
Stern & Co, Conn, adv-sales promo mgr
Albert Frank-Cunther Law, NY, asst acct exec
Biow. NY, acct exec
Biow, NY, vp-acct exec
Mc-E, NY, acct exec
Biow, NY, vp-creative director
R&R. LA, acct exec
Hermon W. Stevens. Boston, vp
Y&R. NY
Elizabeth Arden. NY, adv mgr
Camp-Ewald, Detroit, cpy super-acct exec
Max Sackheim, NY, mktng director
Mc-E, Chi, reg adv-sales promo specialist
Van der Boom, Hunt, McNaughton, LA, am-tv
_Crey, NY, asst acct exec
Y&R, LA, program ops director
Same, exec vp
Same, acct exec
Mogul, NY, acct exec
. |WT Chi, media
Courfain-Cobb, Chi. acct exec
L&N, NY. vp-acct exec
MacM-|&A. Houston, branch mgr
Same, media director
Sewell Adv. New Orleans, acct exec
DDB, NY, acct super
WMS Adv, Hartford. Conn, mgr
DFS, NY, asst acct exec
Anderson & Cairns, NY, acct exec
L&N. NY, vp-acct exec
DFS, NY, asst acct exec
Compton, NY, vp-asst creative director
Honig-Cooper, LA, vp-branch mgr
K&E, Boston, acct exec
Bates, NY, am-tv super
Prod Services, NY, vp-acct super
dircc
Edmund C
Ridley 141
|ohn |
Schneider Ml
5. Station Changes (reps, network affiliation, power increases)
Intercollegiate Bcstng, NY, has appointed Hil F. Best as natl
reps
KANS, Wichita, has appointed Simmons Assoc natl reps
KBAK-TV, Bakersfield, Cal. has joined CBS TV as a secon-
dary affiliate and on 9 |.in 1957 will become a primary
affiliate
KDIX-TV, Dickinson, ND. will join CBS TV under the ex-
tended mkt plan
KFBI, Wichita, plans to drop net affiliation
KQUE, Albuquerque, has appointed Devney natl reps
KRAM. Las Vegas, has bcon sold to David H. Margolis sub-
ject to FCC approval
KRSN. Los Alamos, has appointed Devney as natl sales reps
KW TV St. Louis, has appointed Plessner & |ohnson as
adv agency
WAFB, Baton Rouge, has become an ABC affiliate
WEEB, Southern Pines. NC. has become an ABC affiliate
WELD, Fisher, W Va, has become an ABC affiliate
WCTH Radio, Hartford, has been sold to Tele-Broadcasters
and call letters have been changed to WPOP
W-CTO, Haines City. Fla, has appointed Adam Young natl
reps
WHUM- AM-TV. Reading, Pa, have appointed Weed as natl
sales reps
WICE, Providence, sale to Providence Radio. Inc has been
approved by the FCC
W|BW. New Orleans, has appointed Robert S. Keller, natl
reps
WUSN-TV. Charleston, SC. has appointed Weed as natl reps
Ellen
Stillman 4
6. New Firms, New Offices (changes of address)
Colorado Net. Denver, has opened new regional sales offices
in KVOD studios
Edwards Acy. LA. will move to 915 No La Ciencga on Sept 1
Feigcnbaum & Wermen Adv. Phila. has become a corporation
K&E, Atlanta, has opened a branch office at 795 Peachtrec
KTVH. Wichita, will move to new studios at 37th & Hillside
on 5 Aug
Don Larson Adv. Bcv Hills, has moved to 369 So Robertson
Blvd
Matlack Mount-Thomas. Portland. Ore, will have offices at
510 Portland Trust Bldg
Ohio Station Reps, Clevc. new firm will be located at 1900
Terminal Tower
Pctry, NY, has opened new offices at 3 E 54th St. Same
telephone
Radio TV Reps. NY have moved to 7 E 47th St
Alan C Russell Mktng Research, NY, has moved to 147
E 50th St. Telephone. EL 5-7691
TPA, NY. has moved to 488 Madison Ave. Same telephone
UPA. London, studios arc at 21 Upper Crosvcnor St. W.l
Van Praag. Hywd, has opened its new branch office at Sun-
set & Vista St. Telephone. HO 2-1141
Aubrey Williams Adv. New Orleans, has new offices at 923
Barracks St
WMS Adv. Hartford, opened new offices at 33 Asylum 5t
20
SPONSOR
THIS MAKES
WHO-TV's SUPERIORITY
VERY OBVIOUS!
Here it is! -- data from the 1956 Iowa Radio-
Television Audience Survey, with proof of
WHO-TV's superiority in central Iowa.
The
following figures foi
• 31 counties around
Des
Moines shov
that WHO-TV is the area's
preferred station
— day and night!
TELEVISION STATIONS WATCHED REGULARLY
BY TELEVISION HOMES
Daytime:
WHO-TV
Area
Des Moines
Other Cities
Village
Farm
60.2%
57.1%
65.8%
54.9%
60.8%
Station A
56.0
68.8
51.6
51.4
51.1
Station B
40.6
38.8
45.0
37.8
40.0
Nighttime:
WHO-TV
84.7
94.7 86.3
73.3
81.0
Station A
76.4
97.8
67.3
68.2
70.8
Station B
68.3
82.8
62.5
59.5
65.4
These 31 counties are only part of WHO-TV's
coverage area. Yet they have 224,653 television
homes, with more than 65% of them outside
Des Moines' home county!
Ask Peters, Griffin, Woodward. Inc. for all
the facts on WHO-TV — Channel 13, NBC
in Des Moines.
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
WHO-TV
Channel 13 • Des Moines
«||p-
( ol. B. J. Palmei . President
r \ I c\< t. Ki miIi ni Managa
Peters, <■■< iffin, \\ oodward, Im
National Reprtsental
AffilioU
6 AUGUST 1956
21
46.9%
AUDIENCE
SHARE
MONDAY thru FRIDAY
"FIRST CALL"
with Jack Slattery
6:30— 10:00 A.M.
Monday thru Saturday
Share of Audience
"FIRST CALL" — 46.9
NET. STA. B — 29.7
NET. STA. C — 16.5
TOPS IN POPS
HITS
PROVEN STANDARDS
C. E. HOOPER
NC.
1956
MUSIC • NEWS • SPORTS
CALL
VENARD-RINTOUL-McCONNELL INC.
Kenneth Zonsius
Director of advertising
The Goodyear Tire & Rubber Co., Akron, Ohio
"Most of us at Goodyear started out as shoe clerks at one time,"
says Ken Zonsius, the tire and ruhber company's director of adver-
tising. "It's kind of traditional to start at the bottom here."
He began his career with the company as a clerk, and shortly after
W <>il(l War I was transferred to sales in Chicago. It was in those
early days that he formed his friendship with Eddie Owens, Kudner
v.p., who has since worked with Goodyear for 40 years. Today,
Zonsius directs the strategy for Goodyear's multi-million-dollar ad-
vertising budget.
"We keep a close check on the effectiveness of our tv effort," says
Zonsius, in reference to research which the company does on its
Goodyear Tv Playhouse, NBC TV, alternate Sundays, 9:00-10:00
p.m.
Goodyear retains the Chappelle Company to do research on the
organization's television commercials. Every Sunday, within an
hour after the show, Chappelle interviewers call some 2,799 people
in five cities to get reactions. Each of the five test cities has three
or more tv stations so that interviewees have a fair choice of pro-
graming during the time the Goodyear show's on the air. Those
who did watch the show are asked to name the products that were
. 1 1 i v < ' I I i-ril and uli.il co|)\ points tli('\ 1 1 - 1 1 n - 1 1 1 1 >ei .
"We've learned a lot through this research," says Zonsius. "For
example, we know that people get confused if we mention three
prices for three different tiros in one commercial. Of course, occa-
sionally we still do just that for different reasons; but we know
that for best recall, a commercial should incorporate no more than
one main idea."
Zonsius and Goodyear's three agencies (Kudner, Compton and
\M!) have also found that the most convincing technique for Good-
\ ear's | IikK is live-action demonstration on l\.
In bis fifth \car as sponsor of the network-produced Playhouse,
Zonsius stresses that "the networks understand show business, and it
seems that they have a responsibility over the programing the way
an editor must guide the editorial contents of a magazine."
When not commuting between Akron and New York to visit the
(, lyear agencies. Zonsius likes to commute between his home and
his son's, to \i-it his two grandchildren. * * •
22
SPONSOR
IN INLAND CALIFORNIA (and western nevada)
EELINE
RADIO
®
delivers more
for the money
«-
i
These inland radio stations, purchased as a unit, give you more
listeners than any competitive combination of local stations . . .
and at the lowest cost per thousand! (SAMS and SR&D)
More people live in this mountain-isolated Beeline area than in
all of Colorado. They have over $3V2 billion in spendable income.
(Sales Management's 1956 Copyrighted Survey)
NO
RAMENTO
KMJO^ESNO
' 1 \
KERMmbakersfield
/l*e CAodbcluj &/ioadccLstitoxi CoHLf?a*uf
SACRAMENTO, CALIFORNIA • Paul H. Raymer Co., National Representative
6 AUGUST 1956
23
KOLO-TV
• Spectacular new 10,120-foot Slide
Mountain transmitter of KOLO-TV,
Reno, third highest in the U. S , opens
vast new market in Western Nevada and
Northeastern California.
Beaming a six-times-more-powerful
signal far across the Sierra, KOLO-TV
now blankets 14 Nevada and California
counties with over third-billion in spend-
able income, $300-million in retail sales.
New call letters (KOLO-TV replaces
KZTV), new extended schedule, new
multi-network off-air pickup round out
big changes at Reno's Channel 8.
KOLO-TV (CBS, NBC, ABC) has exclu-
sive signal in most of this lush new
market of America's spendingest families.
• Nevada Network, Inc., offers New
Statewide Packages, Savings Up to
15 Per Cent.
Currently packaging KOLO-TV and
KOLO-AM, Reno, KLRJ-TV, Henderson-
las Vegas, and KORK-AM, Las Vegas,
plus KPTL-AM, Carson City and K ELY-
AM, Ely, Nevada. Nevada Network, Inc.,
reaches 80 per cent of state's population
and sales plus huge bonus in North-
eastern California.
Nevada Network package savings run
5 to 15 per cent for combination TV,
radio, or TV-radio buys. One order, one
billing, one check.
• KOLO-AM, CBS for Reno, Goes to
24-Hour Schedule, Adds Hi-Fi T'mit-
ter. Nevada's most-listened-to radio
station, delivering more sales impres-
sions per dollar than any other Nevada
medium.
NEVADA NETWORK, INC.
Reno KOLO-TV and KOLO-AM
Henderson-Las Vegas KLRJ-TV
Us Vegas KORK-AM
Ely KELY-AM
Carson City KPTL-AM
John E. Pearson Co., Nat. Reps.
by Joe Csida
Ed Sullivun scores with show business sarvy
There was no doubt whatsoever about the intensity, the
sincerity, the almost apoplectic urgency of Ed Sullivan's beef.
He claimed the story was totally untrue, and demanded a re-
traction. The story, written by Bill Smith, The Billboard
night club editor, quoted anonymous top acts as charging
Sullivan with using his syndicated newspaper column as a
whip to lash important acts into playing his newT television
program, Toast of the Town for peanuts.
I think the year was 1948, and, as editor in chief of the
showbusiness trade newspaper. I listened as openmindedly
as possible to Sullivan's denunciation of the yarn we'd
printed. Sullivan claimed that he used no pressure of any
kind on any acts to play his show; that naturally he showed
his appreciation to any acts who helped him; that the show's
budget wras extremely limited and that virtually all of it was
paid to the acts that worked the show.
I finally invited Ed to write his own side ol the story, and
promised to print it in the next is>ue. Which he did. And
which I did. The reviews of Toast, with no exception which
comes to mind, had already stressed the facl that Sullivan u.b
not a performer, not an emcee, and should stick to his type-
writer. Previously, reviews of Sullivan's emceeing stage
shows at such presentation houses a- Loew's State had been
similarly unfavorable.
None of these knocks — neither the review^, nor the story
I mention, nor any of a half-dozen much more serious road-
blocks— discouraged the newspaperman in his pursuit of a
show business career. And any of us who think back upon it
now. in the always clear light of second sight, must have
known he was going to make it big. Me. himself, it was plain,
simply refused to believe it could possibly be otherwise.
If this sounds like a success story, with a moral or two. I
have not missed m\ mark. That's what it"> meant to sound
like. Because the whole development, and the entire current
operation of the highlv successful Ed Sullivan show holds any
number of lessons in showmanship and merchandising for
any who care to take a look.
Strangel) enough, when a close gander i^ taken, it strikes
an observer that the techniques and approaches employed by
I'.d .mil his associates are almost all a- old as show business
and merchandising themselves. Il also occurs to an observer
to wonder wh\ (aid techniques being a- tried, tested and ob-
( Please turn to page oil
24
SPONSOR
new records
for Philadelphia
selling . . .
with Bob Benson's "Starlit Stairway"!
Bob Benson's influence is really stacking up in
Philadelphia. And his new "Starlit Stairway" show
on WRCV is just the thing to step up your sales!
From 10:15 pm to 2:00 am, Monday through Friday,
Bob spins the platters Philadelphia wants to near-
relaxing, sentimental-type music that lulls . . .
soothes . . . while Bob sells like crazy!
Showman and salesman, Bob's been one of Phila-
delphia's leading radio personalities for years. That
experience pays off big for sponsors on "Starlit
Stairway." Among the members of this happy
club: L&M Cigarettes, Packard Automobile,
Time Magazine, College Inn Foods and Slenderella.
Why not sign up ! Applications now accepted at . . .
\\/ ril , X/...SOLD BY(nBC)sPOT SALES
NBC Radio leadership station in Philadelphia
Lloyd E. Yoder, Vice President and General Manager
Hal Waddell, Sales Manager
...NOT SEVENTEEN?
y y y y-
YES...WBRE-TV does have
a 17 County Coverage
♦318,000 TV sets in a 17 county area of 400,000 families totaling almost
2,000,000 population ... The Nation's 24th Market! This vast Northeastern
Pennsylvania Manufacturing and Agricultural market is reached with a Million
Watts of Power, a full schedule of NBC picture-perfect programs and the best
in local and regional News, Sports, Women's and Children's features. WBRE-
TV's leadership shows 33°/0 more coverage than the second station and 60 to
400% more than all others in the market. * RETMA Report of May, 1956
AN
BASIC BUY : National Representative : The Headley-Reed Co.
Counties Covered: LUZERNE LACKAWANNA LYCOMING COLUMBIA
SCHULYKILL NORTHUMBERLAND MONROE PIKE WAYNE
WYOMING SULLIVAN SUSQUEHANNA BRADFORD UNION
SNYDER MONTOUR CARBON
li your dog surprised you with a
iamily of 17, you might exclaim
'IMPOSSIBLE' ..But we've checked
with good authority and it has
happened.
The long look at M
Why are some admen taking it now after 40 years? Where does tv
fit into the pieture? Here's a report designed to give perspective
by Miles David
W
ithin a feu week* members of the Association
of National Advertisers will be receiving a ques-
tionnaire seeking their views on the subject of ad-
vertising agency compensation. Thus one more
step will have been taken in what looks like a
reevaluation process destined to last many months.
The questionnaire will come from the ANA's re-
cently formed Special Study Committee on Adver-
tising Agency Compensation Methods, chaired by
John B. McLaughlin. Kraft Foods director of sales
and advertising. Of the 11 members of the com-
mittee, nine are major air media advertisers, a fact
which underscores the importance of television —
and television budgets — as a prime mover in adver-
tiser explorations of the commission system.
Just what lies behind the desire of some major
national advertisers to reappraise the 1 ■>' - commis-
sion system after the four decades in which it has
been practiced? Where exactly does television and
the expansion of agency services fit into the picture?
These are some of the facets of agency compen-
sation which sponsor has sought to put into per-
spective in the question-and-answer report which
follows. To make its report, sponsor winnowed
through dozens of public statements on agency
compensation extending back over more than 20
years and spoke privately to admen whose views on
the subject cover a wide range.
6 AUGUST 1956
LONG LOOK AT 15r'c (Continued)
Q. Is <i considerable group of advertisers i 1 < dissatisfied
with the service rendered by their agencies and (2l con-
vinced their agencies are making inordinate profit?
A. No tm both counts. T.ven those advertisers who are
in the forefront of the group which wants a reexamination
of the fixed commission system have expressed themselves
as deeply appreciative of the contribution their agencies
have been making. Moreover, these advertisers level no
sweeping charge that undue profits are widespread.
(^. Then why has so much attention been focus sed on the
fixed commission system in recent months'/
A. You have to go back to main years for the real an-
swer.
There's nothing new about advertiser criticism of the
fixed commission s\stem. The last time it erupted public-
Is was in theearlv 19.'->()"s when James \\ . ^ oung. a I niver-
~it\ of Chicago professor of business historv and a JWT
vice president, was appointed by a committee of adver-
tisers, publishers and agencies to study agency compensa-
tion. His conclusion: the 15% commission system was
the "most practicable one for maintaining the true and
long-range interests of all advertisers and all publishers.""
The Association of National Advertisers countered the
L933 Young stud) with an analysis by Albert E. Haase,
who had been ANA managing director. Among the Haase
conclusions: The fixed 15% commission system was out-
moded, "should not be advocated as the one and onl\ sys-
tem of agency remuneration." And "Each advertiser and
agent should — as they are amply entitled to do both in law
and morals — agree upon a basis of pa\ ment which suits the
needs of a particular situation."
But the 15% commission s\stem remained basic in ad-
■~
■
1 —
»
w
^■H
JO^MHS
Donald Frost, Bristol-Myers v. p. and
advertising director, conceived the ap-
proach in evaluating agencj compen-
sation shown on the page opposite. 1 1<-
told sponsor studies like these can
lead to greater appreciation oi job
agencies are doing. He - an ex agencj
man who worked lor both Compton
ami ^ Ml before joining l! \1
vertiser-agenc) relationships. Advertisers who were still
unconvinced that it was the best system felt they could do
nothing to change it. A paragraph in the Haase report
sums up the pressures main advertisers felt the) faced:
"Had the . . . method not been nurtured to a state of
hardness or inflexibility, it would be easy for any agencj
to make any arrangement with any client that would he
mutuallv satisfactory. As it is. the influence of publishers,
the weight of precedent, and fictitious 'ethical' standards
are in the wav of change."
More than 20 years later in 1955 the Dept. of Justice
brought an anti-trust action against the \ \ \ \. tin- \M'\
and other publisher groups. When the suit ended in a
consent decree signed by the 4A"s last Februarv (and sub-
sequent consent decrees by the \M'\ and others), the
lid was off the pot as far as a number of major national
advertisers were concerned.
Said John McLaughlin of Kraft Foods in a talk before
the AN \ West Coast meeting this spring: "Prior to the
Consent Decrees, advertisers had been "blocked" from doing
anything about [agency compensation ] now the problem
has a possible solution through individual negotiation."
The 4A's and the ANPA are both forbidden to attempt
to fix agency commissions or prevent agencies from re-
bating commissions to clients under the terms of their
consent decrees. On the other hand, there is no implica-
tion that individual agencies or publishers may not do so.
Nothing about the commission svstem has changed as far
as individual firms are concerned.
There the matter presumably would rest except for the
fact that other pressures have long been at work.
Q. W hat are these other pressures creating a desire for
reexamination of the commission system among some ma-
jor national advertisers?
A. The substantial increase in advertising budgets since
the war has put a focus on all aspect s of advertising ex-
penditure. Consider the case of a company which was
spending a million dollars for advertising in 1946 and is
spending seven million today. The commission on its
present expenditure alone is now equal to what it was
spending for its entire advertising effort 1(1 vears ago.
While few companies have gone through so sharp an
expansion in spending, the point is the same for all com-
panies whose spending has grown in pace with or ahead
of the ecoiiomv : \nv given ]>', segment of their expen-
diture has !„• ome more important, more subject to top
management scrutin) .
O. lion much of a facto i is television in this situation:
A. Television has been responsible in inanv cases, par-
ticularly with the largest advertisers, for tremendous bud-
gel expansion. Because the medium has been dynamically
successful and because its use on a national scale requires
large investment, budgets have risen fastei than they would
have if television had not begun its rapid sweep to ma-
turity right after the war.
Moreover, the commission mosl advertisers pay on the
talent cost of network television programs, which their
agencies in many cases don t produce, provides ,i particu-
larly visible bone of contention for -<<\i\c clients. (See
"Should agencies earn IV, on package shows?' in
sponsor issues "I 5 March and 19 March 1956.)
(Please turn to page 991
How Bristol-Myers plans to study agency compensation
ODJ6CTIV6S To decide if (1) Bristol-Myers believes a change should l>e made in the present
system of agency compensation and (21 what the change should he if one is decided upon.
■ ITSt Step! Study the services provided by the three Bristol-Myers agencies to find out how
important each one is. Every executive dealing with the agencies, including men in sales, product
and market research as well as the advertising department, will prepare a checklist on agency services.
This will list agency services and analyze them three ways: (1) How important is the service? (2) An
evaluation of the service in terms of the company's needs. (3) An opinion as to whether the service is
properly a function of the agency or the company. All agency services from preparation of
commercials and print copy to wholesale and retail trade contacts will he evaluated.
BdSIC ydrCf STICKS Kach agency service will he evaluated for its importance in contributing
to attainment of B-M*s advertising objective which it defines this way: "To establish in the mind of
the consumer a thorough knowledge of and favorable attitude toward our products which will lead to
the action of purchase in order that we may build sales volume and establish brand franchise-.
tflter tlie SgeilCieSS After analysis of agency services is completed, B-M will meet
with its agencies to develop an Operating Procedure. It will cover every aspect of service which
it is decided the agency should render along with agreement on how the service should be rendered.
The Operating Procedure will also define the company's advertising and marketing activities.
wOSt SCCOUtlling I B-M will want to know what is involved in providing agency services
and what these cost the agency. This may require new cost accounting procedures by the
agencies. B-M wants facts not only because it does not want to give agencies a "blank check" for
IV, of its ad budget but also because of way it conducts business. Its brands are set up on basis
wherein the) must stand on own feet. If agencies provide services for brands with little billings
because of billings on other brands, then big brands are in effect subsidizing smaller brands.
15% alternatives s
operation. B-M nil
Agencies will be expected to justify the present compsnsation system if they believe it should be con-
tinued— not on basis of precedent but on basis of facts and analysis. Their point of view will be an
extremely important consideration. But B-M will not expect its agencies to base their case "on the fiction
that they are working for media and, therefore, should be paid by the media on basis established b) media."
Lr GCSSIOn I Only after all these steps are completed will B-M decide whether change in the
compensation method should be made. But it will have been exploring other compensation methods.
It will seek guidance from the ANA headquarters staff, the ANA committee on agency compensation;
informal bull sessions at advertiser meetings; the trade press; its agencies.
* nree mUSlS. S\stem of agency compensation eventually chosen would have to accomplish
three things: (1) Maintain the standard of agency participation and performance on the B-M account
which "has become such an important part of our advertising function." (2) Retain the basis of
mutual respect, confidence and understanding between B-M and its agencies that has been the founda-
tion of its present relationship. (3) Obtain the most effective use of all "our advertising dollar- of
which the compensation of our agencies is an important and sizable element."
management approvals DonaldFrost, v.p. and advertising director, will prepare final
recommendation to be put before the B-M management committee consisting of the compan) president
and top executives in charge of production, product research, market research, sales and finance.
Before these executives are in a position to consider any recommendation concerning change of the
compensation system or retention of the present system, Frost believes he should see to it that the)
are made familiar with the many facets of agency operation. He will ask one of the three B-M
agencies to make a non-competitive presentation wi.h representatives of all the agencies present.
I^"M»« Summary above of Bristol-Myers approach to ai igenc) compensation i- based on speech bj
Donald Frost, Bristol-Myers vice president and advertising di ector al \N \ West • oasl meeting this spring and
sponsok interview with Donald Frost. \t pre-stime B-M had not yel begun process "I internal appraisal mapped
out above but sponsor's discussions with other major national advertisers showed wide interest in B-M approach
had been stimulated. Pinpointed summary above is provid *<l for advertisers and agencies, who want to check with
their own thinking on whether to study agency compensation and how.
After its internal study and after reviewing agency costs and
discuss possible alternatives to the present compensation system with its agencies.
Txn
1956
Has the ARF solved
the tv set count problem ?
Its county estimates are not accepted as last word but admen welcome them
*Jw of the strangest facts about the
television business is that the informa-
tion it needs most seems to be hardest
to get.
It may seem odd to the outsider but
that information is none other than:
\\ here are the tv sets located?
Its not that the business hasn't tried.
It has. Hut it has stumbled over one of
the basic axioms of research — it costs
money to get the facts right.
The industry tried to get around the
nione\ log-jam recentl) by falling back
on mathematical techniques. Working
through the Advertising Research
I oundation, which furnished the
brains and the time to develop the
technique, the three tv networks, the
NARTB and the TvB underwrote a
study which came up with county esti-
mates for June 1955. The same under-
writers are now sponsoring a similar
study to provide county estimates for
March 1956. These are expected in
September.
Of all the set estimates made, the
ARF figures deserved special study by
agencies and advertisers since they are
the first industry-sponsored data and
are thus "official."
Official figures, however, mean noth-
ing if they are not accepted by the buy-
ers and sellers of tv time. SPONSOR
undertook to measure this acceptance
and this is what it found:
1. Among the top tv agencies, the
June 1955 figures are used, by and
large, as one of many sources of in-
formation on tv set saturation and not
as the last word (which the ARF never
claimed they were, anyway). The big
agencies have their own data which
they are constantly working on and
saw no reason to throw their figures
away when the ARF's were published.
The P&G agencies, which more or less
share a set of P&G-approved figures
among themselves (and, incidentally,
use in buying tv for other clients)
were among those most inclined to use
the ARF data. The smaller agencies
also found the ARF data particularly
useful.
2. The stations were far from en-
thusiastic about the June 1955 figures
since they were lower than previous
estimates but felt there was nothing to
do but go along with data bearing an
industry imprimatur. Some station
complaints, especially about figures in
Five steps in turning out ARF's second set of county estimates
(rnsus Bureau included ques-
tion on tv ownership in Febru-
ary 1956 national employment sam-
ple, found 35 mil/ion tv homes in
U. S. (73% saturation) . For break-
down of figures see box at right.
2 Nielsen Coverage Service No. 2
gathered data, including tv
home figures, during March-April
from 1128 individual counties,
737 county clusters. More than
125,000 homes were in sample.
k_
/>
^*v
*«,..
M$$
^ NCS data is combined I U
" Census Bureau figures ani
statistical equations work td i J
ARF statistician, Lillian Maim
who used same basic method \
ARF's first county estimates
February
March
April
May
June
rural areas, were felt to be justified
by agencies and changes were made
accordingly. In many areas, however,
these "mistakes" were within the range
of standard error calculated for the
estimates.
3. Since the June 1955 figures were
in the hands of agencies 10 or 11
months later, agencies had to fall back
on their own data anyway in order to
bring the figures up to date, a crying
need in a fast-moving business. Some
of the agencies used the figures as a
benchmark from which growth curves
were projected, others merely referred
to them along with other data in mak-
ing up their minds on how many sets
to assign a specific county. One of the
underwriters wanted the ARF figures
to be current when published but the
majority rejected this idea. In the
opinion of ad agency statisticians this
was a wise move, since growth curves
relating to tv set growth are considered
statistically treacherous and almost im-
possible to project without a hefty
error, assuming the error can be mea-
sured at all.
4. While agencies did not go over-
board in using the ARF material, they
welcomed the facts that resulted. The
(Please turn to page 96)
Census Bureau survey on tv homes
during Feb.-Mar. (figures at right)
was underwritten by three tv webs,
NARTB, and TvB, through the ARF
Census Bureau count of tv homes
All U. S. households
Number (000) 1
48,785
Percent
100.0
TV HOUSE!
United States
IOLDS
Number
(000)
35,495
Percent
72.8
Standard metropolitan areas
Inside standard metro areas
Outside standard metro areas
24,370
11,125
81.7
58.7
Urban and rural residence
Urban
Rural non-farm
Rural farm
24,994
7,535
2,966
77.8
68.4
52.5
Size of household
One person
Two persons
Three persons
Four persons
Five persons
Six persons or more
2,243
9,598
7,600
7,621
4,664
3,769
40.1
68.7
79.0
84.9
83.3
74.6
Census geographic regions
Northeast
North central
South
West
10,548
11,631
8,440
4,876
82.0
78.5
61.5
66.0
Home ownership
Owners
Renters
22,865
12,630
78.1
64.7
One set tv households
Multiple set tv households
33,801
1,694
95.2
4.8
A Actual figures are worked out by Nielsen personnel
and IBM equipment working seven days a week, 24 hours
a day turning out both ARF estimates and processing data
for NCS No. 2. Equations had been worked out so that total
county figures added up to Census Bureau regional totals.
Processing of ARF data was under Mrs. Madow's supervision.
C Release of ARF county estimates of tv homes
is due in late August or early September after
text of report is approved by ARF Technical
Committee and Hoard of Directors. County percent
figures will be applied to March 1956 household
data gathered by Census Bureau in separate study.
July
August
September
•-=••■ . _i_
"GB&G isn't buying towet height we want good adjacencies," said liridey
the Seam
"I want you to keep goi
Sensational is word for Bridey:
Closely paralleling another recent ex-
periment in hypnosis, is this account —
compiled largely from tape playbacks
— of an ll-year-old Bucks County,
Pennsylvania, farm girl who recalls
another existence as a Madison Avenue
tirnebuyer. The mesmerist who induced
her trance and wrote this article was
last seen leaving town in the company
of two men in white coats. The editors
are holding his check.
I onight I will attempt an experi-
ment in hypnosis 1 hope I can stay
awake. My subject will be Estrellda
McTeagirt, age 11. It is 2 July, 1956,
so tomorrow my shirts should be reach
at Sam Poy's Hand Laundry.
1 entered the note above on the
(Kleaf of m\ copy of Dr. Svengali
Depplenerfer's Hexerei and Hypnosis
for 'The Home Handyman, lit my lan-
tern, ami set out across the fields to
the McTeagirt farmhouse. The moon
glowed feehh behind a scrim of cloud,
and over the Bucks County countryside
hung a miasma redolent of rotenone
dust, freshly-spread fertilizer and DDT.
M\ tape rex-order grew heavier with
every step and the oat-stubbles tore at
my ankles.
Estrella was waiting for me in the
barnyard. She was a pony-tailed,
pumpkin-headed little hoyden with all
the cobra-like charm of a small-fry
(jiii/ contestant.
"Hi, moth-ball." she greeted me.
"Let's gel the show on the road."'
I returned her badinage with a good-
natured backhand thai sent her reeling
against the rail fence, and started ni\
tape recoi ilei . I hen 1 turned up the
Lantern flame and. rotating it slowl)
about eight inches from Estrellda's
nose, sped hri oil' into the Land of
Nod.
her.
"We are going hack."' 1 tol<
32
SPONSOR
, Bridey Applebaum
otist told his subject, "back through time — ". Instead they went into timebuying
" — back through time and space — ."
"Time? Space? Sounds familiar,"
Estrellda said sleepily.
"Shhh," I said. "We are going back,
back through time —
"Time-bar." Estrellda interrupted.
"That's right, we're crossing the
time-bar — "
"Not bar!" she shrilled. "Buyer —
B-U-Y-E-R Timebuyer."
I had indeed crossed the big bridge!
How far back, through how many re-
incarnations had I led Estrellda?
From what dim era had she dredged
up this palpably archaic expression?
Timebuyer . . . one engaged in time-
buying? What a queer practice that
must have been ! It instantly sug-
gested some rite of a pagan cult.
"Do vou buy time?" I asked slowlv.
"Uhhuh."
"Aha! Then you are the priestess
of some ancient cult of time-worship-
pers. You worship time, is that it?"
"Prime time, yes." As Estrellda
spoke the line, I noticed a mature, au-
thoritative voice had replaced the ade-
noidal whine of this 11-year-old hob-
goblin.
"What is your name?" I inquired.
"Bridey," she said. "Bridey Apple-
baum."
"All right Bridey. Now you say that
er
timet
iuver :
vou are a
"Uh huh."
"And this time you buy, do you buy
it from the sun?"
"I buy time from Reps."
"I see. Er, then Reps would he the
God of Time?"
In a way.
1 could picture the whole thing.
Bridey, the priestess timebuyer, stand-
ing in the middle of a Druid circle un-
der an ancient yew — her arms up-
raised, invoking the Great God Reps
for some prime time. And at her feet,
a small goat or virgin on the cere-
monial altar awaiting sacrifice.
"This time you buy from Reps," I
began, "why exactly do you want it?"
"I don't want it," Bridey said. "It
don't belong to me. Its Klein's* time.
"Klein? Is this Klein a god too?"
"We think so at the agency," Bridev
said.
Something was definitely wrong. Al-
though I had crossed the big bridge, I
wasn't getting anywhere. I decided to
trv another tack.
lure voice, then went into a length)
and completer) baffling monologue:
"Yeah, I got your rate card and avail-
abilities on ko\k all right. Only
listen, buster, if you think I'm buying
spots njfxt to a clinker like Alls Cara-
van, then you've got rocks in your
head!" She slammed the imaginary
phone into it- imaginarj cradle.
""He'll be hack with a package deal,"
The search for the truth about Bridey
Since the Bridey Applebaum story, investigations were
made by certain skeptical individuals who refuse to be-
lieve black is white. These "Doubting Thomases" turned
up the fact that the subject, Estrellda, is the daughter of a
former lady timebuyer who threw up her hands one day
in the middle of a media meeting, dashed out and married
a Bucks County egg farmer named McTeagirt. The)
claim, do these skeptics, that what the little girl repeated
under hypnosis was nothing but things she had learned
at her mother's knee. It only adds to the confusion.
"Now listen carefully, Bridey," I
said. "Where are you at this very
minute?"
"Excuse me," she said. "That's my
phone."
I'hone! Telephone? Whatever would
a Druid priestess be doing with a
phone? Whatever it was, Bridey was
doing it. She reached out her freckled
hand, lifted an imaginary telephone
and clapped it to her head.
"Hallo? Yeah, this is Bridev \|>ple-
baum." she said in that strangely ma-
*Wliat subject actually ^aid was not
"Klein's," bul "clients." little misunder-
standings lik.' tin- were cleared up later in
playbacks «f the tape.
she told me smiling triumphantly.
"Who was it?" I asked weakly.
"Rep," she said.
If Bridev talked this wav to Rep,
The God of Time, how did she address
the Great God Klein? 1 learned how
a moment later when she picked n|'
her astral phone again.
"Bride) Applebaum speaking," she
said, then listened intentlj for a long
moment. Her eyes took on the glazed
look of a freshlj pole-axed heiffer.
When she Snail) spoke again, it was
a whispered aside: "It's the Klein!
t )li. inv god!
■•What'- up, Bridey?" I asked. I
i Please turn to page 111") I
6 AUGUST 1956
33
Flav-R Straws' dilemma:
How do von ride a Iv tiger!
Brand new product sees two-year prod net ion lag after using tv;
demand is double .supply, yoi more tv is planned
MM ow luck) is the manufacturer
whose t\ advertising puts him into a
production hole? The answer to this
is currentl) being mulled over around
the conference board at Flav-R Straws,
Inc.
Tins six-month old Ml. Vernon,
\. Y., compan) started using t\ adver-
tising and onlj l\ advertising (with
two isolated exceptions I on I \la\.
Il used television to introduce to
youngsters, and to their mothers, a
new. unique product: a drinking straw
w itli a built-in flavor filter.
\ller two and one-half months,
i la\ II Straws reports:
• Orders for one-tenth of the U.S.
ahead) total twice the maximum pro-
duction ,,f which its plant is capable.
• Il will take two years for the corn-
pan) to Suppl) the minimum demand
in the I . S. for onl) two basic fla\ or
favorites, chocolate and straweberry.
by Jam' l*i nker I on
This avalanche of success called for
an immediate polic) decision.
Should the company postpone its
ambitious advertising plans and let
suppl) catch up with current demand?
Or should it keep ""riding the tv tiger."
knowing production will lag even far-
ther behind?
Flav-1! Straws has chosen to ride it-
tv tiger — and a long, tricky ride it will
he. For here is what Flav-R Straws
plans:
ill Saturation tv announcement
schedules in ever) major I . S. market.
(2) A projected weekh t\ budget of
$45,000 In 1 Jan.. compared with the
(urrent SI 0.000 land no dollars per
week before Max i .
(3) Investment of 100', of the
formalized ad budget in t\ participa-
tions on children s shows.
\\ h\ has the company decided to
continue to advertise a product for
which television has ahead) created
loo much of a demand, and too fast?
There are main reasons, but the
high spots among them are these: to
keep the Flav-R Straws name in front
of the public, to maintain the distribu-
tion and -ales the company has alread)
achieved, to develop new markets, to
make a -trong competitive stand and
to retain the acceptance it's gotten as
a brand new product with an entirely
new function.
Jus! what does Flav-R Straw- make.'
It makes a plain old soda fountain
variet) of paper drinking straw. Rut
it add- two notable and basic features.
And both of them are patented.
Feature number one is a built-in
flavor filter. A hard. cloth filter in-
-erled in the bottom of each straw is
iinpregnated with a flavor concentrate
(chocolate during ibis introductory pe-
riod i. 'I he straw i- submerged into
L V- S R W
) oungsters make chocolate mill, from the
strau s now, will have choice oj some 20 fla-
vors in inline starting niili strawberry, vanilla,
cherry, coffee. I nique straw has 2 patented
features: section which hauls, built-in
flavor filter. II eeklj tv spot cost: s 10.000
34
SPONSOR
milk, and as the milk passes over the
filter it is transformed into chocolate
milk. Flavor seeps from the bottom,
too.
Feature number two is more of a
boon to mothers than to kids. Young-
sters are inclined to be carried a\\a\ 1>\
the do-it-vourself llavor factor. But
mothers applaud the inch-long section
of the straw which is accordion-
pleated. This means it can be bent in
an) direction without breaking, and
without tipping the glass or container.
Saves a lot of laumhv bills or bending,
too. according to child-harried moms.
Television was selected as a natural
for introduction of Flav-R Straws be-
cause of its ability to demonstrate
product use. to reach large numbers
of homes and. particularly, to reach
voungsters and their mothers.
"That's when the boom fell, when
we used our first tv schedule," says
Lee Wagner, executive vice president.
Wagner i- an expert in tv boom-.
Founder of Tv Guide in New \ oik
City, he published the successful week-
K seven years until L954, when he sold
it to Triangle Publications.
Tv expert that he was. he couldn't
predict what he describes as the "ex-
plosion" in Flav-R Straws" offices when
they first went on the air.
The conipanv was organized formal-
ly in February, and for the next three
months the executive officers debated
details of their television advertising
strategy, their distribution and mer-
chandising method-, their production
goals, their ambitious future plan-.
They opened the consumer ad drive
i /'lease turn to page 78)
/
/
Flav-R Straws pres.,
ihin Sheerr, 1, and
exec, v.p.-ad mgr.,
Lee Wagner, r. toast
to '57 goals: $13.7
million in sales, $ I
million ad budget, na-
tional distribution,
$ 15,000 weekly on tv.
I \ pical weekly schedule
is 19 tv stations
in 13 markets
New at noontime NBC's "Tic Tac
Dough" tries stunts and prizes
i- * "inpetition for CBS serials
Daytime I v picture:
shows firm, takers lag
Latest program shakeups change NBCs morning face;
ABC and CBS acltl sponsors, but no major upheavals
DAYTIME NETWORK PROGRAM SCHEDULES 10 a.m. to 2 p.m.
10 AM
10:15
11
11:15
1 1 30
11:45
12
12:15
12:30
12:45
115
1 30
1 45
ABC
SUNDAY
CBS
10:30 No Net Service
10:45
No Net Service
No Net Service
Lamp Unto My
Feet
Mist
Look Up And
Live
BUSt
Camera Three
Mist
Eye on New York
sust
Let's Take a
Trip
Sllsl
Willi Bill
Hickok
Kellogg
No Net Service No Net Service
NBC
ABC
MONDAY
CBS
TUESDAY
No Net Service
No Net Service
^— *.
Garry Moore
m-f
Campbell
Staley Mfg.
alt
Bristol-Myers
No Net Service
m-f
Arthur Godfrey
m-f
t
NBC
Ding Dong
School
t
ABC
Bandstand
t
No Net Service
m-f
Stand Brand
Godfrey (cont'd)
Bristol-Meyers
Home
m-f
Partic
(8 l-min anncts
avail per hr)
Brlllo
t
No Net Service
m-f
No Net Service
m-f
Strike it Rich
Colgate
Valiant Lady
Stand Brands
Love of Life
Amir Home Prod
Search for Tom'w
P&G
Guildinq Light
P&G
News
1-1:10
•ust
Stan. I Up & Bo
Counted
t
As the World
Turns
!■& 1.
Tie Tac Dough
t
It Could Be You
t
Ame-r Home
No Net Servlcr
m-f
CBS
Garry Moore
t
NBC
Ding Dong
School
t
No Net Service
m-f
Arthur Godfrey
Bandstand
t
No Net Service
m-f
Godfrey (cont'd)
Kellogg
Pillsbury
Strike It Rich
Colgate
Valiant Lady
Wesson Oil
Home
Partic
(see Mon)
Tic Tac Dough
TBA
Love of Life
Amnr Home Prod
t
Search for Tom'w
P&G
It Could Be You
t
m-f
Lrhn & Fink
i. milium Light
P&G
alt
Alberto Culver
News
1 1 Ml
sust
Stand Up & Be
Counted
No Net Service
m-f
t
No Net Service
m-f
As the World
Turns
P&G
No
No
N
«■
For daytime schedule* 2 to U p.m., pfea*<> turn page
x\ etwork tv program plans for fall
have been later than usual in firming
this vear. With this fact in mind,
SPONSOR has updated the daytime pro-
gram schedules previously published in
the special Fall Facts issue (9 July i .
The most recent schedule is detailed in
charts on this pair of pages and the
next.
Follow ing are notes on both da\ and
nighttime additions to the '56-'57 net-
work line-ups:
Daytime: Just exactly what will be
up for morning and afternoon viewing
on the networks this coming fall is
prett\ well settled at this point. Recent
Monday thru Friday reconstruction of
the 10:30 a.m. and noon to 1 p.m.
time slots at MIC solidifies the picture
there. Now that the juggling is over,
the 10:30 morning slot will be occu-
pied by Bandstand. Tic Tac Dou^li
moves into the noon half-hour and It
Could Be You follows at 12:30. This
added activity finds only four daytime
shows unchanged, either completely
or in time-slotting, at NBC.
Daytime programing at CBS re-
mains firm Monday through Friday.
Show changes occurred early in the
summer and were covered in the Fall
Farts issue.
At ABC there i~ no later informa-
tion on the new morning programs
which are still on the planning boards.
They will probablj be two half-hour
I ersonality-type shows going in at the
11:30 to 12:30 spots. The network's
afternoon shows remain the same.
The sponsorship picture is not as
strong as in the previous year at either
CBS or NBC. As of presstime, CBS
has 15 unsold quarter-hour weekday
segments as compared to five quarters
set for fall at this time last season.
Latest daytime sales include two God-
!ie\ segments and one each for Johmn
Carson, House Party and Bob Crosby.
NOT SHOWN: Good Morning, partic. CBS, M-F 7-8am; Capt.
Kangaroo, partic. CBS, M-F 8-9am; Today, partic. NBC. M-F 7-9am
tSponsorship in part or in full has not yet been determined
ESDAY
NBC
! rey
,t'd)
Ws
rich
lie
Prod
■ ght
I Be
I
THURSDAY
ABC CBS
Ding Dong
School
t
Bandstand
t
Home
Partic
(see Mon)
Tic Tac Dough
t
It Could Be You
t
No Net Service
m-f
No Net Service
m-f
No Net Service
m-f
No Net Service
m-f
No Net Service
m-f
Garry Moore
Arthur Godfrey
Manhttn Soap
Amer Home Prod
Godfrey (cont'd)
Kellogg
Pillsbury
Strike It Rich
Colgate
Valiant Lady
Toni
Love of Life
Amer Home Prod
Search for Tom'w
PS.G
Guilding Light
P&G
News
1-1:10
sust
Stand Up & Be
Counted
t
At the World
Turns
P&G
NBC
Ding Dong
School
t
Bandstand
t
Home
Partic
(see Mon)
Tic Tac Dough
t
ABC
It Could Be You
t
No Net Service
m-f
No Net Service
m-f
No Net Service
m-f
No Net Service
m-f
Ne Net Service
m-f
FRIDAY
CBS
Garry Moore
t
Lever Bros.
H. Bishop
alt
CBS-Hytron
Best Foods
alt
Gen Mills
Moore (cont'd)
Yardley
Convert Rice
alt
SOS
Strike It Rich
Colgate
Valiant Lady
Gen Mills
Love of Life
Amer Home Prod
Search for Tom'w
P&G
Guilding Light
P&G
Newi
1-1:10
sust
Stand Up & Be
Counted
t
At the World
Turns
PAG
NBC
SATURDAY
ABC CBS NBC
Ding Dong
School
t
Bandstand
t
Home
Partic
(see Mon)
Tic Tac Dough
t
It Could Be You
t
Brown & Wm son
:ilt
Brills
No Net Service
m-f
No Net Service
No Net Service
Kiddle Specials
11-12:30
led Goose Shoes
3 timis only
8 25
10 6
12 8
No Net Service
Kiddie Specials
(cont'd)
3 times only
No Net Service
Capt. Kangaroo
Partic
t
Mighty Mouse
Playhouse
General Foods
Winky Dink
and You
sust
Tales of the
Texas Rangers
General Mills
alt
Curtiss Candy
The Big Top
National Dairy
Lone Ranger
General Mills
alt
Nettle
No Nr'
Howdy Doody
Cont Bkng
alt
t
Married Joan
Fury
Gen Foods
Uncle Johnny
Coons
Swit
alt
t
Pre Game
•ppret 10
NCAA Fntball
Can't
aparn
Sunbeam
Liggett i Myrt
('« t§»«««riM»
M.c.-without-words Gerald will "Boing-Boing"
fur I 1' \ cartoon show in late fall debut on CBS
I nsold quarter-hour segments for
fall at NBC are 1!! which is exactly
the same as last year. However, the
hall-hours yet to be bought reach 15
i- < ompared to fi\e in l'jr>.~). I wo of
NBC's newest shows, Bandstand and
Tic Tac Dough account for ten of these
half-hours. NBC's new fall look also
reveals an almosl iplete disappear-
ance of across-the-board sponsors.
Only the first segment "I the Tennessee
Ernie Show finds the same sponsor
Mondaj thru Friday. Last fall NBC
had m\ shows with an across-the-board
single advertiser.
I he oiil\ comparable show sale at
DAYTIME NETWORK PROGRAM SCHEDULES 2 p.m. to 6 p.m.
ABC
2 PM
2:15
2:30
2:45
3:15
3:30
3:45
4:15
4:30
4:45
5:15
530
5 45
No N.t Service
SUNDAY
CBS
Pro Fotball
2-5pm approx
Regional
sponsorship
American Oil
Atlantic Refining
P. Ballantine
Marlboro
Falstaff Brewing
Stand Oil-
Indiana
Speedway Pet
(spons cont'd)
No Net Service
No Net Service
Medical Hori/ons
Ciba
Super Circui
t
Pro Football
(cont'd)
(spons cont'd)
Goebet Brewing
Burgermelster
General Tire
Pro Football
(cont'd)
S«e It Now
II wk in 4l
5 -6pm t
TBA
(3 wkt In 4)
t
NBC
Dr Spock.
t
Youth Wants
to Know
susl
Wide Wide
World
4-5:30
Gen Motors
alt
Telescope
t
alt
NBC Opera
(fi tl ru season)
Wide Wide
World
alt
I.I. r ..[).
& Opera
(cont'd)
C.-pt Gallant
Heinj
ABC
MONDAY
CBS
Johnny Carson
Show
t
No Net Service
m-f
Afternoon Film
Festival
3-5pm
Partic
Thomas J. Lipton
Exquisite Form
Coats & Clark
t
Afternoon Film
Festival
(cont'd)
Mickey Mouse
Club
Coca Cola
Gen Mills
Art Linkletter
Lever Bros
Big Payoff
Colgate
Bob Crosby
t
Brighter Day
I'M.
Secret Storm
Amcr Home Prod
Edge of Night
P&G
Nn Net Service
m-f
NBC
No Net Service
m-f
Tennessee Ernie
Ford Show
P&G
MatllWe Theatre
Partic
Armour
Brillo
t
Queen for a Day
Amcr Home Prod
Dow Chem
alt
Campana
Modern Romances
t
Comedy Time
t
No Net Service
m-f
ABC
TUESDAY
CBS
Johnny Carson
Show
t
No Net Service
m-f
Afternoon Film
Festival
3-5
(see mon)
Afternoon Film
Festival
(cont'd)
Mickey Mouse
Club
Best Foods
alt
t
Art Linkletter
Kellogg
Pillsbury
Big Payoff
sust
Bob Crosby
C.rnation
alt
Wesson Oil
Best Foods
Biiqhter Day
P&G
Secret Storm
Amor Home Prod
Edge of Night
P&G
No Net Service
m-f
NBC
No Net Service
m-f
Tennessee Ernie
Fcrd Show
P&G
Stand Brands
Matinee Theatre
Partic
(see Mon)
Qui en for a Day
Sandur.i &
Chicken of Sea
Lehn & Fink
alt
t
Modern Romances
Alberto Culver
alt
t
Comedy Time
t
No Net Service
m-f
M t
Star to shine in tin' afternoon.
ABC will li\|i" "Film I r-ii\.il"
with "name" host. Donald Woods
M
ABC i- the UicLcv Mouse Club's tally.
This Disncv show had seven advertis-
ers signed for fall at this time last
year and now has nine — all renewals.
\nipar ami Pillsburj air the newest
renewals. The high-rating kill show is
still not sold out. however. The net-
work's Famous Film Festival has add-
ed Donald \\ Is to lend star bright-
ness t<> hosting chores. It has also
added one more participating client.
A look at the week-end da\ time
Bchedule again finds NBC a<'<'ounlinj>
for most of the late changes. From
Sunda) noon to three o'clock the line-
up is completely up in the air. \BCs
service shows undoubtedly will be
schedule luit which ones and where
are the uncertain factors. Zoo Parade
and Dr. Spock, both spon-on-d last
season, have no buyers as yet and no
sel time. On Saturday, NBC has tilled
in two "to be announced" spots. /
I lurried Joan will go in at 1.0:30 a.m.
and Uncle Johnny Coons (with Swift
taking alternate week sponsorship) is
set for 11:30 a.m. Noon to one is open.
with 1//-. Wizard «s a possibility for
the second half-hour sustaining.
There has been no recent week-end
arti\ iti\ in CBS's da\ time line-up. ABC
i I' I ease turn to page 94)
NOT SHOWN: Telephone Hr. Bell. CBS Su 6-6:30 pm: You Are There. Prudential. CBS. Su 6:30-7 pm; Meet
the Press. Pan Amer alt Johns-Manvllle. NBC. Su 6-6:30 pm: Roy Rogers, Gen Foods. NBC. Su 6:30-7 pm
tSponsorship in part or in full
has not yet been determined
IESDAY
NBC
In
No Net Service
m-f
Tennessee Ernie
Ford Show
P&G
Brown & Wm'son
& Minute Maid
Matinee Theatre
Partic
(see Mon)
Queen for a Day
Borden
Helene Curtis
& Corn Prod
P&G
Modern Romances
Sterling Drug
Comedy Time
t
No Net Service
m-f
THURSDAY
ABC CBS
No Net Service
m-f
Afternoon Film
Festival
(see Mon)
Afternoon Film
(Festival
(cont'd)
Mickey Mouse
Club
Ampar
alt
Pillsbury
Bristol-Myers
Johnny Carson
Show
Art Linkletter
Kellogg
Pillsbury
Big Payoff
sust
Bob Crosby
Ton!
Brighter Day
P&G
Secret Storm
Amir Home Prod
Edge of Night
P&G
No Net Service
m-f
NBC
No Net Service
m-f
Tennessee Ernie
Ford Show
P&G
Miles
Matinee Theatre
Partic
(see Mon)
Queen for a Day
Reddi-wip
Modern Romances
t
Comedy Time
t
No Net Service
m-f
ABC
No Net Service
m-f
Afternoon Film
Festival
partic
(see Mon)
Afternoon Film
Festival
(cont'd)
Mickey Mouse
Club
t
Gen M.IK
FRIDAY
CBS
Johnny Carson
Show
t
Art Linkletter
Lever Bros
Big Payoff
Colgate
Bob Crosby
SOS
alt
H. Bishop
Gen Mills
Brighter Day
P&G
Secret Storm
Amir Home Prod
Edge of Night
P&G
No Net Service
m-f
NBC
No Net Service
m-f
Tcnnesse Ernie
Ford Show
P&G
Stand Brands
Matinee-Theatre
Partic
(see Mon)
Queen for a Day
Borden
Helene Curtis
& Corn Prods
Modern Romances
Sterling Drugs
Comedy Time
t
No Net Service
m-f
SATURDAY
ABC CBS NBC
No Net Service
No Net Service
No Net Service
No Net Service
No Net Service
No Net Service
No Net Service
No Net Service
NCAA Footbal
Game
(cont'd)
NCAA Football
Game
(cont'd)
NCAA Football
Game
(cont'd)
NCAA Football
Game
(cont'd)
Football
Scoreboard
Dow
approi 10 min
No Net Service
111. .
... .. -t(3
irallic and trade: Tv personalities sponsored by Darling visit each unit in chain, chat with kids, always pull throngs
TV taps the toy market
Darling Stores, nation's largest toy chain, sees 50% saltvs gain in first year
j he nation's young fry in the two-
to-six-year-old sel have two consuming
passions : firemen and i"\ -.
vo says Budd Getschal, president "I
I he < '<•!-< hal < '.•>.. New i ork adverlis-
ency. Contending that "firemen
arc the number one interest ol kids in
iliis age group," he matches this fact
with another: the two-to-six-year-old
group represents 36$ of all children
bul gets '; i • of all to) s purchased.
\'lil the fact iliai these youngsters
can I read, "bul the) i an and do un-
dei -land and respond to I h«" d\ nainic
sight and -mind selling power "I tele-
\ ision, and j ou 1 1 . i \ e the advei i ising
formula <>f one ol the Getschal ac-
40
counts, the Darling Distributing Corp.
Darling Distributing operates a fran-
chised chain of 50 toy and juvenile
furniture stores in the greater New
York metropolitan area. In March
1955, it bought ils first television ad-
vertising. Last month, after 1") months
of participations. this "largest toy store
i liain in the country conl i acted for a
hall hour sponsorship of an hour-long
dailj show in New York City, the
world's largest marketplace. It's this
show, Freddie the Fireman, which in-
cludes all ihe elements kiddies love
most, starting with a fireman and lo\s.
Freddie the Fireman, starring Singei
I (I McCurdy, is aired every weekday
by \\ Mil). New ^ ork. to reai h young-
stcrs during the noon hour. The 12 to
Il2:.!ll portion of the 12 to 1 p.m. show
is sponsored by Darling, at an esti-
mated weekly cost of $3,000 for time
and talent. Darling's participation he-
gan with the fust show on 1(> July.
SPONSOR estimates Darling Stores is
spending s ].">().( K 10 annualh on tv ad-
vertising, after allocating sonic .">' , of
,i- 85,000,000 annual sales gross to all
media. Tv gets about half the budget,
with the remainder divided among OC-
i asional newspaper ads. direct mail
and brochures.
Darling, with it- ~>U --lores in New-
York, New Jersey and Connecticut, is
SPONSOR
In a shirt-sleeve session . . .
Tv advertising for Darling chain's
50 toy and juvenile furniture stores, as well as sales
and marketing strategy, are blueprinted by (1 to r) :
Fred Weintraub, exec. v.p. who supervises advertising,
promotion, all external activities; Melvin Falkof,
v.p. in charge of internal operations;
Isaac Mever Weintraub, pics, and louuder of
Darling Distributing Corp., headquartering in Bronx, N. Y.
just about 10 times larger than the
next largest juvenile toy and furniture
chain, according to Fred Weintraub.
executive vice president, who super-
\ises all advertising and promotion for
the companv .
It was his decision, on the basis of
the agency's recommendation a year
ago, to begin buying television. Dar-
ling bought minute live participations
in an established local children's show.
The Merry Mailman on WOR-TV.
"And our toys started to move imme-
diately," says Weintraub.
"After six months, we added 15
minutes across the board on WABC-
TV for another popular children's
feature, Tinker's Workshop, for the
last 15 weeks in 1955. And our toy
volume kept going up."
Continuing with the Tinker sched-
ule in the winter, spring and early sum-
mer of 1956. Darling Stores decided
to double its tv advertising — and its
iv expenditure — on the basis of sales
n'Milts i\ lias delivered everv month
of the 15 it has been used.
\\ eintraub outlines this v iv id pattern
"I t\ results:
"Tv, alone, made our fantastic
growth possible. When we -tailed with
the Mrrr\ Mailman in March I 955,
we had 31 retail stores in our fran-
chise operation. Last spring, this num-
ber had jumped to 46. We now have
50, and blueprint plans for many new
ones.
"Our to\ volume has gone up 50
We onK advertise to\s on television,
yet all of our other merchandise sales
are up, too. In many of our stores, toy
volume is up as high as 70'
Increasing sales on tovs. which have
a high markup, is only one advertis-
ing objective of Darling Stores. Its
earlier children's show participations,
and its new Freddie the Fireman show,
are also being used to accomplish these
other advertising goals:
• Darling wants to attract store
traffic and to build a steady following
among mothers and prospective moth-
ers. Tv advertising pulls in customers
with special toy offers, at which point
Darling takes over with in-store pro-
motions and in-store merchandising.
• The chain also wants to make to) -
giving a year-round habit, instead of
limiting exploitation to Christmas. Tv
advertising evens out demand, creating
it in Julv as well as in November.
With its advertising, Darling finds that
the sales peaks and valleys are evening
out. The bulk of tov revenue remains
concentrated in the pre-Christmas
months, but notable upswings are tak-
ing place in such off-beat times as
spring and summer. As Weintraub
says, "the deep valleys are disappear-
ing" in the sales charts.
• Darling also gains from tv a
closer relationship with its suppliers,
who make co-op money available to
(Please turn to jxige 70)
"Freddie" is a father image
Freddie the Fireman, as a show and as a show personality,
sums up major virtues and appeals which children
seek and to which they respond. So says Getschal
agency, which surveyed two- to six-year-old set. compris-
ing 36% of all youngsters but getting 50% of all
toys. It found tots like a father image, a Strong
personality with whom they can identify : a muted approach
with "low -decibel noise level;" soft and
sincere selling. Other "musts": integrated,
effortless delivery, high-quality, constructive content
letwork radio's radical
In tv-happy era, chain develops live net radio show, renews it through \>7
J_ he estimable and ancient F. W.
Woolworth Co., in most people's book,
is about as radical as a rag doll.
^ el radical faith well describes
Woolworth marketing since 5 June,
]9.").">. That's when llic compans which
grosses $767 million a year boughl its
first continuous, full-scale national ad-
vertising. It was, of all things in this
tv-happ) period, a live network radio
show.
The \\ oolworth Hour,a\ a time when
the conservatives were swinging into
the t\ program lineup, took the air as
a $16,000 weekl) investment. This,
alone, made Woolworth a radical in
broadcast advertising.
And, as 5 June 1956 rolled around.
the 2,000-store variet) chain went even
farther down radio's primrose path. It
renewed its hour-long Sunday after-
noon show on the full CHS Radio net-
work, and on a 48-station Dominion
network in Canada, through all of
IT, 7.
Why, \ ou might well inquire, was
the show renewed? \nd, particularly,
win did Woolworth renew for the un-
usually long period of a year and a
half?
Simply because the radio advertis-
ing program delivered. Sales in 1955
hit a peak at $767,778,962, and net in-
come was $34,155,898. Previous year's
figures were $721 million and $26 mil-
lion, respectively.
J. C. Remington, Woolworth adver-
tising manager, stales: "Were prett)
well sold now thai ad\ertising pays,
after reviewing the first year of our
network purchase. We've done very
little advertising in the past, some
newspaper and magazine ads here and
there. Locally, we've had limited tries
on radio and tv.
"\(.w. after giving ourselves a na-
tional test, and a big radio test, we're
\cr\ proud of what we ha\e accom-
plished in such a short time. It was
an entirel) new venture, and all of the
company executives are pleased with
the results. Their collective pleasure is
reflected in our renewal through 1957."
The account executive at Wool-
worth's ad\ertising agency, Lynn Bak-
er, Inc., New York City, is Mary Bent-
lex . a vice president of the firm. Re-
INVtMork radio president ^i>iis The JFoolworth Hour rehearsal.
CBS Radio's Arthur Hull Hayes, r, chats with orchestra leader
Percj Faith, I. ami singer Gise] MacKenzie. Sunday, I to 2
p.m. show brings top-rung performers, jazz instrumentalists
in chorale groups to operatic tenors and c posers, for air-
ing on 206 I . S. -latum-. ]!! in Canada'- Dominion Network.
First-birthda) celebrants in June included (] to r) : Lynn Baker,
pres., I Mm Bakei agency, N1** ; Mar) Bentley, Woolworth
a.e.; CHS Radio Pres. Have--: James Seward. CHS Radio v. p.; .1. I .
Remington, Woolworth ad. mgr. Musical extravaganza has IV
pi( rchestra, name conductor, lii^li paid guesl stars, yel
the production has been budgeted al only $16,000 weekly.
42
SPONSOR
porting on the accomplishments of The
Woolworth Hour after its first birth-
day, she says:
"The program has done everything
we wanted it lo do. We have a pres-
tige show which attracts very large
audiences. Network radio, as we use
it. is a good, low-cost medium for con-
tinuity of advertising." As an aside,
she notes that the entire show, with a
"'name" conductor, a 45-piece orches-
tra and top-ranking guest stars, is per-
haps the "best buy" in advertising
today.
I lie best summary of win The Wool-
north Hour has been renewed is found
in an end-of-the-year report directed
to Woolworth personnel and to the
variety chain's suppliers, who contrib-
ute to the cost of the program. Accord-
ing to this report, the program "is a
positive selling force as well as greal
entertainment. It indicates that count-
less listeners are led by The W oolworth
flour commercials to make specific
pun bases at Woolworths ... of mer-
chandise which is presented to them
on the air when they are in a relaxed,
ready-to-listen mood every Sunday
afternoon."
Here is how \\ oolworth and agency
executives summed up The Hour for
sponsor in terms of program content,
audience, popularity, copy, sales abil-
ity and merchandising:
Program content : The Woolworth
Hour was developed by the CBS Radio
network, the Lynn Baker agency and
client company, personnel want it to do
one thing: reach a lot of people, all
kinds of people.
Music was selected as the method.
Music is a perennial program favorite
with all types of people. Woolworth
took this basic premise, and added a
few of its own. It decided to bring
back to the airwaves good music, using
the program subtitle of "The best
in music?" It picked a day (Sunday)
when people are traditionally relaxed
and in a receptive mood and a time
slot I 1:00 to 2:00 p.m.) non-com-
petitive to television.
The program format is built around
a 45-piece orchestra under the direc-
tion of Percy Faith, with different top-
name guest stars every week. Many of
these shows have scored "firsts" in the
music world. For example, Woolworth
Hour listeners heard the world pre-
miere of Elie Siegmeister's clarinet
concerto, with Jimmy Abato as soloist
in the blues movement. They heard the
radio premiere of Duke Ellington's
//s/e/?fo.. .THE
m
WOOLWORTH
HOUR
"The Return to RADIO of1 MUSIC t^ou like to Wear"
y
ESTRA
Network music rings bell — on Woolworth registers
Point-of-sale promotion backs up every single item
advertised on show. Four suppliers participate in
each Woolworth Hour, sharing costs for commercial
time. Variety chain backs its suppliers' copy with
in-store signs or T-toppers mounted atop radio-
advertised merchandise. Radio copy plugs any of
thousands of items stocked, with Woolworth mak-
ing only one requirement for broadcast: such item
advertised has to be carried in each of its stores.
Night Creature, a concerto for piano
and combined jazz and symphony or-
chestras with Ellington as soloist. Alec
Templeton and his new quartet gave a
premiere performance, and Alan Hov-
haness' concerto, Forest of Prophetic
Sound, was performed for the first
time.
The program gamut is as broad as
all music. Four or five singers and/or
instrumentalists who are making music-
news appear weekly to interpret such
different styles of music as jazz, chor-
ale, opera, ballet, sacred, comic, folk.
< hamber and progressive.
Special shows abound. Eddie ('ali-
tor appeared as narrator of a Yom
Kippur service. A tribute to Jerome
Kern and his compositions featured
performance of his music from manu-
scripts held by the Kern estate, and
never before performed or heard pub-
licly. On the Christmas show, actor
Everett Sloan told the story of Twin-
kle, the misunderstood angel who
couldn't keep his halo straight.
The Easter program this year, one
in a series of special holiday programs,
presented five name-star headliners
and child actor Brandon De Wilde
reading The Apple Tree. And on 6
May, when Irving Berlin observed his
Goth birthdav. the show dedicated it*
musical efforts to him and featured
him at the piano.
Audience: The audience has been
consistently large and loyal. Accord-
ing to the end-of-the-year report, "on
its very firsl broadcast, it attracted the
largest audience of any Sunday after-
noon radio program of an) tvpe." This
audience numbered between five and
-i\ million persons.
Woolworth is also mindful of the
large amount of non-home listening
that takes place during the 1 to 2 p.m.
time period on Sunday. Part of it-
buying strategy, is to reach the auto-
mobile audience and, during the sum-
mer months, the audience tuned to
portable radios and out-of-home set-.
[Please turn to page 90)
6 AUGUST 1956
43
DAYLIGHT SAVING TIME, 1956: WHO'S ON WHAT?
States on Daylight Saving
States on Standard Time
Map above shows standard time and daylight saving
areas. Some cities do not follow time pattern of
states they're in. For exceptions, see listing at right.
Map by F. H. McGraw and Company
Where DST runs
through October
Connecticut
Maine
Massachusetts
New Hampshire
New Jersey
New York
Rhode Island
Vermont
Chicago
Erie. Pa.
Philadelphia
Pittsburgh
Scranton
Daylight time cities
in standard states
Alexandria, Va.
Akron
Anaconda. Mont.
Butte
Canton, Ohio
Cleveland
Frankfort, Ky.
Lexington, Ky.
Lorain, Ohio
Los Alamos. N.
Louisville, Ky.
Martinsburg, W
Moundsville, W.
Richland. Wash.
St. Louis, Mo.
Steubenville, Ohio
Warren, Ohio
Weirton, W. Va.
Wheeling, W. Va.
Youngstown, Ohio
Standard time cities
in daylight states
Cairo, III.
Centralia. III.
Calesburg, III.
Kewanee, III.
Mattoon, III.
Moline. III.
Mt. Vernon. III.
Rock Island, III.
M
Va.
Va.
Is the DST hassle behind us '.'
Will video tape make this October last snafu in Daylight Savings snarl?
J he situation : A network-slated tv
show is on the [planning f!esk>. Spon-
soi \ i*- banking on reaching an adult
audience via a live drama re the ten-
der take of gal meets male. It's strict-
1\ adult fare, geared to pull sales for a
strictl) adult product. Great plan.
Summertime and romance.
The result : < lhaos.
Although it"-, 10:30 p.m. in the
Northeast and fine for the goal in
mind around about Oregon-waj its
7:30 p.m. This alone i-* enough to
alienate affections thithei and von. For
kiddies exposed to the romantic also
have access to the re eiver dial. And
you can take il from those who've
heen working overtime to iron out such
problems, there'll he a substitute plan.
At this writing, and prior to this
\ ear's announcement of video tape
availability, there have been a num-
ber of substitute plans. A great num-
ber, because although the switch from
Standard to Daylight time has heen ac-
complished, the October juggle is yet
ahead.
\\ hen the changeover comes in
October, states will have reverted
to the Standard timetable, while eight
remain on the present schedule. I he\
include Connecticut, Maine, Massachu-
setts, New Hampshire, New Jersey,
New York. Hhode Island. Vermont. \l
that time, the (lock differential between
these Northeastern states and the West
coast will become four hours.
What arc the substitute plans thai
can be put into play during this haz-
ardous period? A few are listed be-
low :
1. Kinescoping to keep the New
"^ ork clock hour.
2. Staying live and spilling over in-
to an earlier period.
3. Changing to a film show for the
duration.
The difficulties with the above follow
in older :
Kinescoping. its generally agreed,
i Please nun to ]>ai(e 95)
44
SPONSOR
All Network Sponsored Programs
10:00 AM-12:00 Noon (NYT), M-F
(Common Morning Network Option Time)
Nielsen Average Homes Reached
Audience Rating Per Average Minute
2.7 1,277,000
2.3 1,088,000
1.8 851,000
1.3 615,000
•The true efficiency margin over Network B con only
be seen by looking at costs: ABC drama segments
(containing one commercial minute) range from $1,000
to $1,300, depending on frequency. Network B, on the
other hand, charges about $2,000 per minute in it-,
leading morning program, according to Nielsi n
little announcement
eCt friendS: ABC's Morning Drama
Bloc outrates all competition, by an average margin of 50%
according to Nielsen's latest radio report. * Incidentally, twice
as many homes tune to radio in the morning as tune to tele-
\i-ion according to Nielsen. You're free to draw your own
conclusions. The one we draw is \\u-: you gel more (homes I
[or less (cost per commercial minute) on ABC Morning Radio
— Breakfast Club, My True Story, II Inn a Girl Marries.
Whispering Streets, Grand Cent nil Station. The Jack Paar
Show. For full facts, call your ABC Radio representative.
INielsen, June II. ABi in previous report ■
Network
The Radio Leader in Des Moines!
72
72
FIRSTS OUT OF
QUARTER HOURS
In NEW Pulse Survey!
TUNE-IN UP COST PER THOUSAND DOWN!
KRNT Leads Morning, Afternoon and Evening!
. . . and has for years and years!
KRNT Is Your Basic Buy In Iowa!
KATZ HAS ALL THE FACTS ON THE STATION WITH THE FABULOUS PERSONALITIES AND THE ASTRONOMICAL RATINGS
46 SPONSOR
The TV Leader in Des Moines!
FULL POWER
FULL COVERAGE
^ 337 FIRSTS
in 462 quarter hours surveyed
^ 9 of top 10
multi- weekly shows -local news ratings up to 35.4
+ 9 of top 10
once -a- week shows
SOURCE: Latest A R B for Des Moines Metropolitan Area
A COWLES OPERATION
6 AUGUST 1956
Katz Has The Facts On That-
Very Highly Audience Rated,
Sales Results Premeditated,
CBS Affiliated
Station in Des Moines!
47
film shows recently made available for syndication
PROGRAM
SYNDICATOR
UGTH.
NO.
AVAIL.
PROGRAM
SYNDICATOR
NO.
AVAIL.
ADVENTURE
MUSICAL
Adventures of Fu
vlanchu
Hollywood 1 v
10
Adventures of John
Silver
CBS Tv Film Sales
30
Annapolis
Ziv Tv
-.11
Captain Cricf
Guild
in
Count of Monte Cristo
TPA
JO
Cross Current
Official Films
so
Crunch and Des
NBC Tv Film Div
■ill
Dateline Europe
Official Films
30
Foreign Legionnaire
1 P \
",ii
Headline
MCA Tv
3(1
Here Comes Tobor
Guild Films
so
Jungle Jim
Screen Gems
:;<i
Overseas Adventure
Official Films
•;n
Sheriff of Cochise
NTA
30
Three Musketeers
ABC Film Syndication
30
DETECTIVE
Code Three
Fabian of Scotland Yard
Federal Men
Cangbusters
Highway Patrol
New Orleans Police Dept.
Public Defender
Stryker of Scotland Yard
DRAMA
Anthology series
Official Films
SO
Celebrity Playhouse
Screen Gems
'■;n
Charles Boyer series
Official Films
SO
Damon Runyon Theatre
S( reen Gems
ill
David Niven series
Official Films
:;n
Dick Powell series
Official Films
;n
Dr. Christian
Ziv Tv
■in
Dr. Hudson's Secret Journal
MCA Tv
■in
Herald Playhouse
ABC Film Syndication
.'in
I'm the Law
Sterling
■in
Judges Chambers
I elescene
15
Night Editor
I akeside
r.
Stage 7
TPA
30
Tv Playhouse
\ 1 \
SO
Theatre with Lilli Palmer
\ 1 \
'in
World's Crcatest Authors
Guild Films
:;u
FEATURES
13
26
Pilot
in fall
39
v,
::u
78
.'■'i
39
in fall
26
39
Pilat
26
ABC Film Syndication 30 39
CBS Tv Film Sales 30 39
MCA Tv 30 39
General Teleradio 30 26
Ziv Tv 30 39
NTA 30 39
Interstate Tv 30 69
Hollywood Tv 30 13
39
39
39
39
S4
26
Pilot
20
39
13
::u
39
Ina Ray Hutton
Guild Films
30
Pilot
Patti Page
Screen Gems
15
78
Rosemary Clooney Show
MCA TV
30
39
Town and Country Time
RCA Recorded Program
15
52
Town and Country Time
Services
30
26
MYSTERY
I Spy
Man Called "X"
Combat Sergeant
SITUATION COMEDY
Guild Films
Ziv Tv
NTA
30
30
30
The Coldbergs
The Great Cildersleeve
I Married Joan
My Little Margie
Susie
Trouble with Father
Willy
SPORTS
Bowling Time
Junior Sports League
Mad Whirl
Sam Snead Show
WESTERN
Sterling
60
RCA Recorded Program
30
Services
NTA
30
RCA Recorded Program
5
Services
Adventures of Kit Carson
Brave Eagle
Champion
Frontier Doctor
Judge Roy Bean
MISCELLANEOUS
MCA Tv
CBS Tv Film Sales
CBS Tv Film Sales
Hollywood Tv
Screen Craft
30
30
30
30
30
Documentary:
Anniversary Package
ABC Film Syndication
\.n .
It.
On the Spot
Hall of Famo Classics
Assoc. Artists
var.
11
Uncommon Valor
Hollywood Movie Parade
Si reen Gems
V.ll .
104
Movieland
Assoc. Artists
var.
68
Nature:
Nugget group
RKO group
Hollywood I v
C&C Tv
\.!l
V .11
51
742
World Around Us
Silver group
Hollywood I i
\.ll
24
TNT group
Warner Brothers group
N I \
\sso< . Artists
\.ll
var.
35
700-800
Semi-documentary
The American Legend
KIDDIES' SHOWS
Shorts and cartoor
General Teleradio
I akeside
General Teleradio
RCA Recorded Program
Sri \ ic rs
Animal Crackers
Animated Fairytales
Bobo the Hobo
Johnny Jupiter
Playland
•liolnu sold as parksge of 153 undor tit lu 'Star rcrforroimce"
Sterling
var.
Ml
i] I elcradio
10
1",
1 akeside
15
26
\ > \ltisls
:.i
39
SlrllltlK
\ .u .
Ml
Paramount shorts, cartoons
Popeyc
Tcrrytoons
Warner Brothers cartoons
Warner Brothers shorts
Official Films
NTA
Assoc. Artists
CBS Tv Film Sales
Assoc. Artists
Assoc. Artists
15
15
30
15
30
or an Individual series.
*«•«• |>«J7«' r,2 for Film Note* «»»«" Trends
39
39
13
Cuild Films 30 39
NBC Tv Film Division 30 39
Interstate Tv 30 98
Official Films 30 126
TPA 30 52
Official Films 30 130
Official Films 30 39
13
39
13
39
104
26
26
39
39
39
39
26
26
39
var.
I.liiu
var.
250
6
156
6
300-400
var.
1,000
^8
SPONSOR
PROGRAM
SYNDICATOR
LGTH
NO.
AVAIL
12
52
65
PROGRAM
SYNDICATOR
LGTH
NO.
AVAIL
Space show:
Commando Cody
Women's:
It's Baby Time
It's Fun to Reduce
Hollywood Tv
Wall Schwimmer
Guild Films
30
15
15
Others:
Candid Camera
Candid Camera
jungle Adventure package
Under the Sun
Assoc. Artists
Assoc. Artists
Sterling
CBS Tv Film Sales
15
30
var.
30
100
89
over 100
39
Addendum: Following distributors and their syn-
dicated series are additions to film distribution chart
which appeared in Fall Facts Basics, 1956, page 97.
More recent offerings appear in film chart above.
PROGRAM
NO
AVAIL
PROGRAM
NO
AVAIL.
M&A ALEXANDER
Anniversary Package var.
Boss Lady 30
Byline, Steve Wilson 30
Hoxie westerns 00
Ken Maynard westerns 60
Power Plus Package var.
Range Buster western 60
Renfrew of Royal Mounted 30
Renfrew of Royal Mounted 00
HOLLYWOOD TV SVCE.
Adventure Films
Bill and Coo
Deluxe Features
30
01
80
18
13
39
6
4
18
16
IS
8
Diamond Features
Emblem Features
Emerald Features
Family Features
Frontier Westerns
Cold Medal Features
Golden Features
|ohn Wayne Westerns
Jubilee Features
Lone Star Westerns
Mystery Features
Pioneer Westerns
Plainsmen Westerns
Preferred Features
Prize Features
Select Features
Trophy Features
\.u .
V.ll .
\ .11 .
54
54
var.
M
\ar.
var.
54
54
54
60
.54
\.u .
54
var.
26
26
13
13
8
20
26
15
20
13
20
20
26
13
26
26
26
A
ill MM III 1MB
A.
20,000 negatives will be shot dur-
ing the Democratic and republican con-
ventions this year by United Press
Newspictures. and may be transmitting
as many as seven telephotos simultane-
ously. Frank Tremaine, general man-
ager of UPN recently announced. As
well as amplifying number of staff
members for the operation, equipment
and facilities will be expanded in an
effort to quickly supply newspictures
A joint announcement on behalf
of National Telefilm Associates and
Comton Advertising was made a short
while ago by El) \. Landau, president
of NTA. Report encompased sale of
Sheriff of Cochise series to Socony
Mobil Oil in 67 midwest tv markets
for purchase price over $500,000.
To point up development of the
Kagran Corp. in areas of tv film pro-
duction, distribution, merchandising
and related enterprises, the name of
the NBC subsidiary has been changed
to California National Productions,
Inc. Changeover word came from Alan
W. Livingston, president of the organi-
zation, who also stated that company
activities emanating from New York
wil be under the direction of Robert
D. Levitt, general manager.
590% boost in audience as a result
of syndicated films is possible, accord-
ing to figures obtained by Zh I \
study. President of Ziv Tv Programs
John Sinn revealed audience increase
may be achieved when "syndicated
teleseries replace other local show s.
Among shows and locales which sub-
stantiate the report are Highway Pa-
trol, which climbed in New York by
ii'i', : Science Fiction Theatre in New
York, which was boosted 500%. Aver-
age rating gain between 1953 and 1956
for the Monday-through-Friday 7:00-
7:30 p.m. slots has been just under
300%. Figures based on ARB survey.
Chunky Chocolate Corp., makers of
Chunky chocolate bar, has contracted
for Foreign Legionnaire (known on its
network as Captain Gallant of the For-
eign Legion) in 17 markets. Schedule
will get under way in the early fall,
according to Al Erlich, advertising
manager of Chunky and Michael Siller-
man, executive vice president of TPA.
Chunky's campaign for the show will
include an extensive merchandising
and promotion drive. Grey Advertis-
ing \genc\ i» the agency .
Upon acquiring: The Mickey
Kooney Show from BPM Associates,
S< reencraft sold the half-hour show in
12 major markets. The seric- was "i igi-
nallj produced for NBC and polled a
20 plus rating opposite Jackie Gleason
in the 1954-55 period. * * *
6 AUGUST 1956
49
WMAR-TV
consistently loads
in Baltimore's
3-station market
10 top-rated programs
tor June in Baltimore
1. I Love Lucy
2. Ed Sullivan
3. $64,000 Challenge
4. $64,000 Question
5. December Bride
I've Got A Secret
7. Alfred Hitchcock
8. Line-Up
9. Person To Person
10. What's My Line
ARB
1
?atinq
WMAR
47.0
WMAR
43.6
WMAR
43.5
WMAR
41.4
WMAR
39.8
WMAR
39.8
WMAR
38.8
WMAR
37.3
WMAR
36.2
WMAR
35.7
iVeic developments on SPONSOR stories
WMAR-TV share
of sets in use*
Sign
-on to midnight
Sun
day-Saturday
January
45.2%
February
39.8%
March
41.2%
April
40.1%
May
47.6%
June
50.5%
6-month
average
44.1%
based on \ltlt reports
WlflAK-Tw
CHANNEL
SUNPAPERS TELEVISION, BALTIMORE, MD.
TELEVISION AFFIIKTE OF THE
COLUMBIA BROADCASTING SYSTEM
Represented by THE KATZ AGENCY, Inc.
New York, Detroit, Kansas City, San Francisco,
Chicago, Atlanta, Dallas, Los Angeles
S©CJ Network television basics
Issue: FALL FACTS BASICS, 1956, page 54
Subject: Television's most consistent
advertisers
A study recenth made by Television Bureau <>f Advertising, Inc.,
re\ealed I" the inclii-l i \ what accounts have lieen t\'s most ('(insist-
ent advertisers over a seven-year period. Entitled Network Televi-
sion Advertisers 1949 to 1955, the report states in part: "In using
the material, it should lie remembered that television has undergone
considerable growth and change during the seven-year period. What
constituted 'Network" in 1949 in many instances might not be so
defined today. Moreover, many advertisers who appear to have
dropped out of television actually have gone into another form of
television, national or regional spot."
The 1955 accounts which were active in network sponsorship for
seven consecutive years follows:
Admiral Corp., American Home Products Co., American Motors
Corp., American Tobacco Co., Avco Manufacturing Co., Bristol
Myers Co.. Chesebrough-Pond's Inc., Colgate-Palmolive Co.. Allen
B. DuMont Laboratories. Ford Motor Co., General Electric Co., Gen-
eral Foods Corp., General Mills, General Motors, Gillette Co., Good-
year Tire and Rubber Co., Gulf Oil Co., International Shoe Co.,
Kellogg Co., Lever Bros., Libby, McNeil and Libby. Liggett \ \I\ers
Tobacco Co., Longines-Wittnauer Co., Mars. Inc.. C. H. Masland &
Sons, Philip Morris & Co., National Dairy Products Co., Pabst Brew-
ing Co., Philco Corp., Procter & Gamble Co., Quaker Oats Co., Radio
Corp. of America, Speidel Corp.. Standard Oil of Indiana. Sterling
Drug Inc., Swift & Co., Texas Co., Westinghouse Electric Co. * * *
CIO uses radio to prove "'unions
don't have horns'*
I 1 January 1954, page IM
Subject: AFI^CIO newscasters draw diversi-
fied audience
Special Pulse survey on audience composition ol \BC Radio news-
casters Edward P. Morgan and John W. Vandercook shows them
holding appeal with all age groups, income levels, occupational cate-
gories, men and women, union and non-union members. Both are
sponsored by the American Federation of Labor X Congress of In-
dustrial Organizations which seeks to appeal to a diversified audi-
ence.
Among the highlights of the survey, conducted earlier this sum-
mer, were the follow ing :
Both programs had more listeners in the upper quartile income
group than in the lowest income group.
The Ml. -(d() newscasters appealed to listeners in all age groups
including the teen-age segment.
Morgan and Vandercook tea' hid more men than women: by occu-
pational categories, craftsmen and operatives were the two largest
groups reai lied b\ the newscasters.
Union members who listened to Morgan composed 51.9% of the
audience, while for Vandercook the total was ■15.5%.
Thus, while the proportion of union members in the audience is
highei than the national average, both programs attract a great num-
ber of non-union listeners as indicated in the 19-metropolitan-market
survey (18,000 households). **•
50
SPONSOR
In Power. • •
In Programming • • •
In Audience ! ! !
WRGP-TV is Chattanooga's only full powered station with highest rated day shows. (See
the June ARB Report.) For convincing proof and complete details call H-R TELEVISION, Inc.
NBC & ABC— 100,000 WATTS
R.G.PATTERSON, President HARRY STONE, Sta.Mgr.
GEORGE P. MOORE, Sales Mqr.- National Representatives
H-R TELEVISION, INC.
STUDIOS- 1214 McCALLIE AVENUE * CHATTANOOGA, TENN
6 AUGUST 1956
51
FURNITURE
SPONSOR: VUon Bro-. Furniture \U N< V: Gordon Best
l VPSUL1 I \-l HISTORY: £ar/;e/- //m year, A'efcon
riros. started sponsoring Pee \\ ee king, a/rev/ /rom 10:00-
10:30 p.m. and 10:45-11 :15 p.m.. Fridays. A letter to the
station from the agency stated that "from the very first
show . . . Saturday sales at Nelson Bios . . . hare been
going up ">11 ." On one Saturday, during a slow season,
sales were jour times above the normal level. Particular!)
noteworthy teas the fact that business came from many
rural areas areas where business is sought by the firm.
WISN-TV, Milwaukee, Wis.
PROGRAM: Pee Wee Kim
COATS
SPONSOR: John A. Bn.un Co.
AGENCY: Direct
I VPS1 II CASE HISTORY: John A. Brown Co. received
a shipment of finished col/skin full-length ladies' coats,
priced from $99.95 to Si 29.95. Using two class A and
one class II announcements over a three-day period, the
company succeeded in completely selling out its stock,
including the three cants worn by Brown's model during
the commercials. Vo other advertising media were used
in the drive. Cost to the advertiser amounted to $217.50.
WKY-TV, Oklahoma City, Okla. PROGRAM: Announcements
SALAD MIXERS
■>I'0\>0|;; Brown-Durkin < 0.
VGENCY: Direct
I \PS1 M 1 \SI HISTORY: Using a five-minute film as
its vehicle, company spotted a closing slide telling where
to buy its salad mixer (a vegetable grinder for making
salads). Film was segmented in the noon Sho-Lunchtime
Theatei on the station. The first n <■<■!,. 737 mixers were
sold. 721 iicic sohl the second week and more than 300
were selling each week niter the three-month schedule.
innouncements acre telecast twice weekly daring this
successful 90-day period.
K\Do fV, Tulsa, Okla.
PROGR \M: Participal -
RECRUITING
SPONSOR: Berkeley Police Dept.
CAPSULE CASE HISTORY: The
AGENCY: I), ,
Berkeley Police De;
has learned that regular ad media can do a good ;o6!f
attracting new men to fill vacancies. During a rectm
six-week drive, public service announcements contrilm.'
by the station [and other media 1 produced 365 api
cants. Only a fraction of this number was needed to I
vacancies, said Sgt. William II. Krueckel, who added li\
the department is very happy with the results of the ca
paign for the recruiting program.
■
KRON-TV, San Franci
Cal.
PROGR \M: \imiiuncemeU
LAUNDRY & CLEANER
SPONSOR: Purilan Laundr) & Dry Cleaner AGENCY: I oivei
I \ I'M IE CASE HISTORY: Puritan Laundry and I)
Cleaner Co. has found that crayons and cowboys can do
good selling job on tv in the early morning Sunday hew
A short while ago, firm began sponsoring Circle 3 Ram
Sundays, 8:00-9:00 a.m. Format features "Rusty" Sosh
(a western personality), western films and coloring ■ ■■
test for which prizes are awarded weekly. Contest p
lures to be colored are available at Puritan stores. Su
veys show business has increased considerably.
KMTV, Omaha. Neb.
PROGR \M: ( irele ?, Ran,
BANK
SPONSOR: Syracuse Savings Bank \CKNCY: Din
CAPSULE CASE HISTORY: One participation per net
in Magic Toy Shop paid of] for this sponsor. The shot
which is aimed at preschool age tots, offered a free bat
to those children who stopped in at a Syracuse Savin.
Bank office with their parents. An average of 175 ban)'
per week were given away to parents, many of whom ah
opened savings accounts at the bank. The bank give*
ways were imprinted with pictures of Magic Toy Sh
characters. Bank was very pleased ivith results of driv
WHEN-TV, Syracuse, N. Y.
PROGK \M: Participation
SUBSCRIPTIONS
SPONSOR: Time Magazine VGEN< 'i : Young & Rubicai
CAPSULE CASI HISTORY: By using "live" talks b\
I, noun local tv personalities on KL/.-TI . Time Magi,
has given television a successful test for its ability to set
subscriptions. I sine, both kl.Y. Radio and Tv. Time te$i
ed the bio, 1, bust media /or four months and recently <h\
cided that results merited its entrance into fourteen ad b
tional major mar Lets. DaMune announcements geared !<
11 omen acre the velinlcs that pi oved tv can sell $UQ
SCriptions to this national neivs magazine at a lou ccst
KLZ-TV, Denver, C
PROGR \M: Innouncemenl
WHEN YOU BUY ATLANTA...BUY
AND GET A BIGGER PIECE OF THE MARKET!
There's nothing like WAGA-TV to assure you of a bigger
piece of the growing Atlanta market. Greater coverage and
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extra $300-million in spendable income. Full facts about (
WAGAland are in booklet form, which we'll be happy to send
on request.
TOP DOG k IN THE NATION'S 21st MARKET
Represented Nationally by
THE KATZ AGENCY, Inc
waoa-tv
CBS-TV in Atlanta
STORER BROADCASTING COMPANY SALES OFFICES
NEW YORK-118 E. 57th St. -TOM HARKER, Vice President and National Sales Director • BOB WOOD, National Sales Manager
CHICAGO-230 N. Michigan Ave. • SAN FRANCISCO-1 11 Sutter St.
6 AUGUST 1956
53
a forum on questions of current interest
to air advertisers and their ageneies
How do you recommend thai advertisers
buy spot radio at night
Jean Simpson
Timebuyer
Doyle-Dane-Bernbach, A. Y.
WHE!\ IS THE DIAL Ql\?
• Sparingly and discriminately if it
is to pay off.
Radio is everywhere; hut the ques-
tion is: \\ lii'M is the dial at the "on"
position? In well-penetrated tv areas
at prime nighttime hours, it ain't.
After establishing the specific aims
of the advertiser and pin-pointing the
audience he wants to reach, it seems
to me that a complete analysis of a
market and its stations would be neces-
sar) .
\\ ith very few exceptions, no matter
how you cut it, it's got to be marginal
time. Although the 7:00-9:00 a.m.
radio period >till claims first place,
the present I rend emphasizes the second
"in time early evening, roughl)
from 1 :30-7:30 p.m.
Priced and programed right, it is
an excellent time for using radio as a
wedge inl<> < tc\ ii r- when- l\ is not a
dominating fa<i ,i. Tr\ sports and
news directed at the head of the house-
hold while he s driving home, relaxing
in his livingroom, tinkering in his den,
or eating his dinner with his family.
\\ (iincn and tei are a\ ailable,
too.
It's difficult to do battle with tv in
the prime evening hours. The goes-
without-saying exception is the 24..'!' i
radio-only homes in the country. And
another exception is the advertiser with
budget limitations, working with favor-
able rate differentials, morning and
evening tie-up deals and saturation
buys which deliver impressions at a
low cost-per- 1,000.
But late in the evening, around
10:00-11:00 p.m., start picking up air-
time for specialized groups. Hit the
highly rural areas with up-to-the-min-
ute weather reports. Aim late news
bulletins at the industrial worker who
rises very early the next morning.
Give the sports fans a roundup of the
evening's events. Some stations have
encompassed the above into a circu-
lating monitor-type programing with
excellent results.
Joseph St. Georges
Media Buyer
Young & Rubicon, N. Y.
<<f\smi:i{ mo tsi'ECTs
• The question makes two rather
broad assumptions that seem worth
some careful analysis.
First, it assumes thai you can make
a media recommendation that applies
to advertisers in general. N <md. it
assumes that this recommendation
could encompass the whole subject of
nighttime radio. Such a recommenda-
tion can, of course, be made; but only
if one is willing to deal on such ex-
tremely broad terms as to be in danger
of supplying little more than pious
platitudes.
To be meaningful, any media recom-
mendation must be as individual as an
architect's or an engineer's original
drawings — designed to make use of the
best material available in the solution
of a specific problem. Such a recom-
mendation will have to be limited to a
single advertiser, product or service,
whose marketing problem has been
thoroughly studied and painstakingly
analyzed.
Against such a set of facts and in-
formation, the merits of nighttime ra-
dio can be logicallv evaluated :
Is there a need for an extension of
a family audience beyond that pro-
\ ided 1>\ othei media.
\\ ould the opportunity for frequen-
cy and repetition be of value?
Is the advertiser in a position to
make use of block programing and to
take advantage of the available dis-
counts?
('ould full sponsorship, participa-
tions or spots be used best?
Is the problem local, regional or
national?
Should this be a long-term effort or
a "blitz?"'
Kadio at night < an supplj effect i\ e
and economical opportunities in lhc-e
and numerous other areas. Its uses
arc as many-faceted as the problems
which it is asked to solve. But. only
one generalization really seems applica-
ble to its recommendation:
Consider the specific strengths and
the specific weaknesses of the medium
in the light of the specific problem to
be solved. Nighttime radio measured
against this problem ma\ prove to be
an important value.
54
SPONSOR
on your dial
Robert ] 'it inn
Timebuyer
Ben Sackheim, Inc., N. Y.
ITS !\OT OUTCLASSED
• Advertisers are looking over a
"dark horse" in the current radio-tv
sweepstakes. It's nighttime radio — an
old favorite which man) felt was heing
outclassed by newer competition.
64' < of all U.S. automobiles (some
35 million) are radio-equipped and
over 929? <>f all post-war automobiles
have radios.
In addition, automobile radio own-
ership, high in all sections of the coun-
try lit averages 70.4%.), is highest in
large cities where tv has claimed its
biggest victory. In the metropolitan
area alone, there are 661.164 automo-
bile radio sets in use in the evening.
And this is a bonus audience, given to
the advertiser with the regular home
audience, without an additional charge!
In the evening, this home audience
reaches a peak in quality of listener-
ship. It's a time for relaxation when
people are naturally in a more recep-
tive mood. More attention is given to
the sales message, which provides add-
ed mileage for the advertising dollar.
Of course, audience selection is a
concern to many. And that is where
nighttime radio really shines. It pro-
vides almost unlimited opportunities
to reach the right group at the right
time.
Far from being moribund, radio in
general — and nighttime radio in par-
ticular— continues to be a potent sales
force. In metropolitan areas where tv
ownership is highest, figures reveal
that 92.4% of working men listen to
radio each week.
There are more than 124 million
radios in use today. More and more
advertisers are discovering that they
can reach an enormous and receptive
audience at low cost, through night-
time programing. * * *
AXE^ The right combination
2 to sell America s
9th Fastest Growing City *
OKLAHOMA'S
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.
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While Tulsa is still the Oil Capital of the World, no
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More importantly, these industries have brought
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tremendous market, no medium does as good a job
as the powerful "KVOO Combination."
RAD I
Represented by
EDWARD PETRY CC
*\WMi\
TELEVISION
Represented by
BLAIR TV
1170 KC • 50.000 Watts TULSA. OKLAHOMA Channel 2 • Maximum Power
6 AUGUST 1956
55
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RADIO
no matter
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ELSE. Radio is a constant,
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the clock.
In Southern New England—
where the average per capi-
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U.S. average— 67.2% of the
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Almost 4 TIMES as many
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HARTFORD
CONNECTICUT
Continued
from
/((l tir Id
less and less time to put 'em in. The luxury of adjacency
protection becomes a luxury indeed. And to the networks it
must be headache number one!
If you've ever had the slightest inclination to feel sorry for
their executives, it might well be on these ground-.
Company C buys Company D and decides to schedule the
products of its new acquisition in the parent company's costly
tv show. Suddenly a network executive realizes that this can't
be done because the show is right beside that of Company E
which markets a product competitive to that of the recentlv
absorbed Company D. It's happened! Not only once, mind
you. I know of several instances.
What takes place all along the line with local stations?
Plenty! In moves a new product or advertiser or co-sponsor
with a whole list of product categories and protections. Sta-
tion by station the adjacent chain breaks (two) and identifica-
tion spots (two more) must be checked. If sold to a com-
petitor, local or otherwise, the sale must be negated regard-
less of how long-held a "franchise" the incumbent may have.
The same problem is created when an advertiser buys a
one-minute or one-and-a-half-minule participation in a
"spec." This could upset local spots from Lubbock to Rock
Island and back.
One further point and I'll subside, sans solution as usual.
There's a little soap maker out Cincinnati way who. next fall,
will have more nighttime half-hours and daytime quarter-
hours than Mr. Carter has pills. Assuming protection of some
kind fore and aft of each of its slots, these folks obviate com-
petition in three times as much television as they actually
buy!
The amount they buy and the discounts they achieve by so
lining further shilalegh llieii competition. For this reason
in the soap
• • •
alone, I personally am not eager to embark
hiiHiies>.
letters to Bob Foreman ore welcomed
Do you always agree with the opinions Bob Foreman ex-
presses in "Agency Ad Libs?" Bob and the editors of sponsor
would be happy to receive and print comments from readers.
Add i ess Hob Foreman, c/o SPONSOR, 40 E. 49 St., New York.
58
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UTS GET DOWN TO BRASS TACKS!
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Let your Avery-Knodel man show you why
YOUR BIG GEORGIA BUY IS...
Represented Nationally by
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r GEORGIA
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Savannah
5,0O0W CBS
6 AUGUST 1956
59
PROPAGATION
The most powerful tv station
for Northern Florida and
Southern Georgia propagates
a signal that reaches an area
with in. .iv than :{7.",.(>i n I tv
families.
WMBR-TV
Jacksonville, Fla.
Operated by the Wash
Broadcast Division
Channel i
Uepri senti d by CBS Telex
Spot Sales
agency profile
E. J. Owens
Vice president
Kudner Agency, New York
"To use tv most effectively, you just have to be dramatic." sa\s
Eddie Owens. Kudner v. p. who's been handling the Goodvear Tire &
Rubber Co. account for the past 40 years.
Owens pointed to the "pink elephant" commercial for Airfoam as
an example of good tv exploitation. Filmed in color for The Good-
year Tv Playhouse (NBC TV alternate Sundays 9:00-10:00 p.m.),
this two-minute film shows Lulu Belle, a pink elephant, sitting down
on a competitive cushion and flattening it to permanent limpness,
then putting her multi-ton weight on an Airfoam cushion, which
turns out no worse for wear.
His 40 \ears on the Goodyear account have given Owens a per-
spective that virtually spans the history of advertising agencies.
"In the old days,' says he, "agencies bought a great deal of space
from a paper or magazine and filled that space up with their clients'
ads. The biggest job of the agency was 'soliciting' ads to fill up all
the space for which they contracted. With advent of radio, we were
plunged into showbusiness."
Some 11 years ago. Kudner presented to Goodyear a radio pro-
gram that Owens felt would satisfy the client's need for a public
relations-public service program, and the company has been spon-
soring this program ever since: The Greatest Story Ever Told. ABC
Radio on Sundavs. Tins program, based on the life of Jesus Christ.
lias won do/en- of awards through the past years and continues to
i each wide audiences throughout the count r\.
"The executives of Goodyear always felt that a compam of its size
and stature needed to do more than sell its individual products on
the air. says Owens. "This program gives the compam a chance
to render such a sen ice."
The linn's 1\ show, Goodyear Tv Playhouse. NBC l\ i through
Will, is shared In main Goodvear products through all three
G I\c. ii agencies I Kudner, Compton and Y&R). Owens estimates
thai some 1" to L5 commercials annual!) are used by Airfoam and
Pliobond (an adhesive). Virfoam's budget is about 30$ tv, Plio-
bond's is mii\ .
\n avid baseball fan. Owens has been known to follow the Giants
to the Southwest during training season. In New York, he divides
bis free time between the Yankee Stadium. I'olo Grounds and Toots
Shor's. He's grateful thai his wife's a ~ih.ii- Ian too. * * *
60
SPONSOR
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6 AUGUST 1956
61
r** Most **5ITIi-G *r4ri3
OMAHA'S
24 HO
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TER Y-KNODEL Man.
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8:00 A.M.- 6:00 P.M.
6 AUGUST 1956
63
Continued
from
page 24
vious as they are) the opposition (network, agencies and ad-
vertisers) haven't adopted some of the same. The answer
-.cms to be that the\ just don't know how.
But let*> take a look at some of these techniques, like:
\iimher 1 : As often a> possible try to come up with some-
thing controversial. Ed's handling of the Elvis Presley situ-
ation is just about a classic case in point here. Steve Allen
tops Ed in his second week, obviously because of hot-as-a-
pistol Presley. First Ed questions the wisdom of playing
Presley, for publication. Meanwhile, after checking a couple
more appropriate straws in the wind, Ed works out a deal to
|ila\ Presley on three of his shows at record-breaking money,
worthy of page one newspaper space all around the country.
Ed had mentioned that Presley's fans probably didn't buy
cars, but he nevertheless recognized they were an important
part of the rating story.
And to protect the show with other audience segments, he
permitted a couple more controversial and newsworthy stories
re bookings to hit page one in the same week he booked Pres-
ley. He was going to present Miss Ingrid Bergman. The
ladies who love the soapers, and who panted when Miss Berg-
man ran away with Rosselini ate it up.
And Technique Number 2, as well as 1: Latch on to the
current new- whenever possible. The Ringling Bros, and
Barnum & Bailey circus folded forcvermore as a tent show,
while in Pittsburgh. Ed hustled Chicago agent Al Dobrich
down to Pittsburgh to book more than a half dozen of the cir-
cus' top acts for an early Sullivan show. Obviously neither
the nostalgia audience of the Circus story, nor of the Bergman
case are Preslev fans. But all three groups arc well on their
wa\ to becoming Sullivan Ian-.
Other Sullivan techniques, executed masterfully, of course,
are the endless and uninterrupted presentation of names of
every description from ever) walk ol life. Marilyn manic-
Mr. Miller, honeymoons in London, and Ed pursues them
there to -hoot some fdm of the happy twosome to be shown
exclusivel) on the Sullivan show. Prizefighters, ballplayers,
flagpole sitters, professors, anyone with a currently hot story
or name makes the Sullivan show; but with it all, a very high
quotient ol sheer entertainment is maintained.
Add to all tin- showbusiness savvy, a willingness to travel
anywhere, anytime for the sponsor I Ed has made more dealer
meetings, sales conventions, and whathaveyous than am five
other in|p i\ stars) and you have a pretty unbeatable formula
I'll building a top television show and selling merchandise.
M\ hat"- oil to Mr. S. I think he's one of the ureal showmen
and one of the great merchandisers of the day. * * •
. . . BUT NOT ON FILM! N
you'll "air" no fluffs, no goof
flips, no slips when you use filn
spot retakes take care of V
And, what's more, you'll be ab
pre-test your opus— show it as
like it to selected audiences . .
their reactions at relatively low
Also, you'll enjoy advantage
expert programming, deeper c<
age, wider scope material i Yes
wise — and economical — to
EASTMAN FILM.
For complete information wr*
Motion Picture Film Depa
EASTMAN KODAK COM
Rochester 4, N. Y.
East Coast Division
342 Madison Avenue
New York 1 7, N. Y.
64
SPONSOR
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I Agents for the sale and distribution of Eastman Professional
' tion Picture Films, Fort Lee, N. J.; Chicago, III.; Hollywood, Calif.
Vest pocket studio rolls around Salt Lake for KDYL Raflio
sponsors' stores and showrooms to
attract customers who make their re-
cord requests while being warmed up
for a sale.
A recent appearance of this portable
studio at Courtesy Dodge-Plymouth
dealers in Salt Lake helped boost auto
sales 41% above the quota. Accord-
ing to Arthur S. Anderson, account
executive of David W. Evans & Asso-
ciates. "Radio A'la Carte assisted in
keeping from 50 to 75 prospects in
the showroom and on the outside car
lot on the second night of the sale"
beyond the usual closing hour of 7:00
p.m. It was during those after busi-
ness hours, from 7 to 1 a.m.. thai
the extra sales were made to top tin-
assigned quota. * * *
black & white slides in color
John M. Bushnell, the chief engineer.
Named the Bicolorimeter, the device
produces any of the three basic pri-
mary colors used in color television
opposite its complementary color. Mr.
Bushnell said. "Actually, this hi-color
Tricycle studio widens kilocycle coverage
There's been plenty of talk about
portable radio this summer but KDYL.
Salt Lake City, has come up with a
light-weight portable studio. KDYL
serves up Radio t'la Carte from
l\\ OO- 1 \ engineer transmits
Color transmission of black and
while slides is now being broadcast by
KVOO- 1 \ . Tulsa. The two-color proc-
ess i- the result of a two-color effects
channel developed by the engineering
departmenl of the station, according to
CBS It it U<>t in to spread of f if iat e's best ideas
Station Breaks, a Promotion Exchange Bulletin, has been
inaugurated b\ CBS. The monthly bulletin, which will be mailed
to all CMS affiliated stations, is designed to enable CBS Radio
stations to report on successful local promotion, publicity and
exploitation campaigns which might be adapted and used by
other stations. Sample Station Break from the August bulletin
is ihis idea from KOTA, Rapid Citv. South Dakota:
"\n 1 1 1 1 1 1 s 1 1 ; 1 1 1 \ interesting sales promotion idea comes
from \rtlmr L. Jones. Promotion director of KOTA. . . .
The station lias a mobile transmitter in a station wagon
which they call the KOTA Courtesy Car. In order to
interest new businesses in radio advertising, the station
does a courtesy broadcast on the opening day of every new
business in their coverage area. 'This promotion.*
according to Jones, 'has made new friends and has kepi
I In in on ;i limebuying basis*."*
channel is a by-product of the original
goal ... to provide a continuous color
signal for use by service organizations
installing color receivers. This has
been achieved and we have been
broadcasting the color stripe, a nar-
row band of yellow -green at the left
hand edge of the picture, since earlv
in June. This is transmitted at all
times, except during color shows, and
allows a color receiver to be checked
for color reception from Channel 2 at
am time."
For commercial use, the color com-
binations can be altered on order, but
the basic combinations now in opera-
tion are: red highlight with cyan back-
ground, green highlight with magenta
background, blue highlight with yellow
background and reverse highlight and
background combinations.
Country-western stations
are specialty for new rep
Charles "Chuck" Bernard, most re-
cently a sales manager for ABC net-
work's WABC, has struck out on his
own to form the station representative
firm of Charles Bernard & Co.. which
will cater especially to the country and
western audience. To the best of Ber-
nard's knowledge his outfit is the first
to specialize in this market.
In explaining his purpose. Bernard
told SPONSOR, "By specializing in the
Bernard (in Stetson) & K&E's George Oswald
country-western field and handling a
select group of stations we make it
easier for the client and timebuyei to
purchase this audience. Also, much of
the research and promotion we do will
apply to all stations and will result in
individual savings which can be passed
along to the advertiser.'"
Bernard, who embarked on his new
business in Max of this year, has so
far signed up \\ \KL. Arlington. Va.,
and WCMS, Norfolk, Va.
Photo shows Bernard with Kenyon
,\ Eckhardt's v.p. George Oswald, Lin-
( oln-Mcn ur\ exec. Bernard's first
campaign was for I.-M. * + *
66
SPONSOR
WC/lt Radio tours local
shopping venter circuit
WCAU's Hart & aspiring summer Cinderellas
\\ CAU, Philadelphia, is going shop-
ping for "Cinderellas!""
For 13 weeks the station is taking
one of its most popular radio shows,
Cinderella Weekend, out of the studio
and originating it from theaters in
four shopping centers within its cov-
erage area.
By taking radio to the people
\\ ( ' \U is giving listeners an oppor-
tunity to actually see one of their
favorite shows. In the nine years
Cinderella Weekend has been on
\\ C M Radio, its weekly audience has
averaged almost 300.000.
Cinderella Weekend features a quiz
of four women selected from the
audience. The contestants vie with
each other in answering questions
asked by emcee Bill Hart. Each Fri-
day the four daily winners compete
for the grand prize, an all-expense
paid weekend in New York Cit\.
A letter to WCAl from the Read-
inger Corporation, a Philadelphia ad-
vertising and public relations firm,
said, in part, "The attendance at all
your shows has been unbelievable and
the way that these folks circulate about
in the participating stores after the
broadcast is a revelation. ..." * * *
BrieSly . . .
Bruce Hayward, host on the Bruce
/laniard and Cloud Club Shows over
KXOX, St. Louis is the latest Pied
Piper of radio planning to lead a
flock of local citizens through Russia's
seemingly disintegrating iron curtain.
Hayward will leave on 1 August on
an air tour that will include Copen-
hagen. Helsinki. Leningrad. Moscow
and East Berlin. Along with bis cam-
era and tape recorder Hayward will
bring a selection of products manu-
factured in the KNOX area. * • •
ONE WILL DO.'
Just one station . . . WBNS Radio . . . will
fatten your sales average in Columbus and
Central Ohio. WBNS delivers the most listen-
ers . . . twice as many as the next biggest
station. The most and also the best. With
28 top Pulse-rated shows, WBNS puts push
behind your sales program. To sell Central
Ohio . . . you've got to buy WBNS Radio.
CBS FOR CENTRAL OHIO
Ask John Blair
The number one Pulse station
covering '1 ,573,820 people with
2 Billion Dollars to spend.
MBbtch
radio
COLUMBUS, OHIO
6 AUGUST 1956
67
a
NOW PLAYING
t 0
?3K3
# #
• •
*>J*rW*xQ*i
W~
I
mi
Ml
COMEDY BUILDS
AUDIENCE!*
MYl/TTtf
AMAG/£
~^=~
LOOK AT THESE
GAINS IN AUDIENCE
... ALL REGISTERED
WHEN STATIONS
RE-PROGRAMMED
DAYTIME WITH
"MARGIE"!
♦♦CHICAGO WGN-TV 2210%
CLEVELAND KYW-TV 910%
BALTIMORE WBAL-TV 775%
SAN FRANCISCO KGO-TV 430%
NEW YORK WCBS-TV 145%
AUDIENCE COMPOSITION
MEN WOMEN CHILDREN
ATLANTA 10 20 70
WASHINGTON 20 30 50
(AGAINST "MICKEY MOUSE CLUB" IN BOTH MARKETS)
•ARB REPORTS - 1955-56
•CHICAGO -ANY QUESTIONS'
CALL THE MAN FROM OFFICIAL!
COMEDY STAYS POPULAR!*
f MY HERO
AA
LOOK AT THE SHARE
OF AUDIENCE "MY HERO" PULLS
CLEVELAND 65% PEORIA
ST. LOUIS 60% BOSTON
73%
58%
•ARB REPORTS - 1955-56
AUDIENCE COMPOSITION
MEN WOMEN CHILDREN
BOSTON 15 18 67
ST. LOUIS 17
32
51
rv
ALWAYS
_ LBAVES £M
^*2k LAUGH INC
Lli
!£
2«cx 1&&R vmz& *m#xa www sew® 5^« i wse m s
♦
markets of every size
f^ MfeifcM
• • 0
■mm
mmm
COMEDY SELLS THE WHOLE FAMILY!
St
pp.
.9?
LOOK AT THE AUDIENCE
COMPOSITION AND RATINGS FOR "WILLY"
MEN WOMEN CHILDREN
CLEVELAND 20 29 51
st. louis 14 27 59
CLEVELAND 13.6% ST. LOUIS 12.1%
Station "B" 4.9% Station "B" 5.2%
Station "C" 4.4%
*ARB REPORTS- 1955-56
irms
i, mmtf%*/ GREAT AT THE
WK^&WB*. PALACE
<fgg£vJ$Zma m^ AND IT'S GREAT
ON TV!
COMEDY GETS "LION'S SHARE!"*
^TROUBLE
WITH
, FATHER"
THE "STU ERWIN SHOW" RATES
IN SHARE OF AUDIENCE
CHICAGO WGN-TV 35%
DETROIT WXYZ-TV 33%
HOUSTON KGUL-TV 56%
OKLAHOMA CITY KWTV 57%
LINCOLN-OMAHA KOLN-TY 64%
AUDIENCE COMPOSITION
MEN WOMEN CHILDREN
PHOENIX KPHO-TV 15 30 55
(AGAINST "MICKEY MOUSE CLUB")
•ARB REPORTS - 1955-56
mi
H3Utt Sffi*ki^^^^MM
phone wire
write the man
from Official
today!
OFFICIAL FILMS, inc.
25 Wast 45th St., New York 36, N. Y.
| PLoxa 7-0100
Representatives in. Beverly Hills - San Francisco - Minneapolis-ChicaRO-St. Louis -Boston -Atlanta -Philadelphia
»* ■ • JP. fA.1
9 1
TV FOR TOYS
< Continued from page 11 I
the chain. Half of the cost of commer-
cials is borne by three suppliers on
each dailj program. Their toys are
mentioned 1>\ name and identified as
being available in Darling stores as
well as in department and toy stores
ever) where.
• I1 inally, the company is enhanc-
ing its own prestige and power with
I > i ospeclive franchise-holders.
Of the 50 Darling stores, only one
i- owned bj Darling Distributing Co.
\ll the others are independent retail
outlets operated by private owners un-
der a franchise agreement with Dar-
ling. The Darling management group
takes over all functions "except those
invoking face-to-face dealings with the
customers," explains Weintraub.
This means that Darling manage-
ment, from its headquarters in New
\ ork's Bronx, supervises purchases,
stock, advertising, promotion, store
Location, local management practices
and all business and bookkeeping mat-
ters. Stores, at present, pay no part
of the advertising costs.
They share in the tv gains, however.
One of the biggest pluses television
has to offer the local retailer is the
attraction of a personal in-store ap-
pearance by the tv personality. Per-
sonal appearances have been a main-
stay of Darling's tv merchandising
since it went on the air. Its new Fred-
die the Fireman show offers even
more merchandising opportunities.
Ed McCurdy as Freddie the Fireman
appears in Darling Stores throughout
the telecast area. And inquiries for
merchandising rights have been re-
ceived for books, records, hats, badges,
houses, ladders, fire engines, clothing
and candy bars, all of which will be
franchised for manufacture, (ietschal
CITY & STATE
f. >«•»• stations on air*
CALL
LETTERS
CHANNEL
NO
ON-AIR
DATE
ERP <kw)*'
Visual
Antenna NET
(ft)"' AFFILIATION
STNS.
ON AIR
SETS IN
MARKETt
1000)
PERMITEE. MANAGER, REP
MIAMI, FLA
WCKT
9 July
50 900' NBC WGBS-TV 323,434
WTHS-TV
WTVJ
NIlM Trammcll
ff. New construction permits*
OITV 4 STATE
CALL
LETTERS
CHANNEL
NO.
DATE OF GRANT
ERP <kw>*
Visual
Antenna
(ft)*"
STATIONS
ON AIR
SETS IN
MARKETt
'000)
PERMITEE. MANAGER
BATON ROUGE, LA. 40 18 July 151 490
CORPUS CHRISTI, TEX. 10 1 1 July 212 700
KALISPELL, MONT. KGEZ-TV 8 18 July 8.52 220
NEW ORLEANS, LA. 4 1 1 July 100 710
WILLISTON, N. D. 8 18 July 93.3 1060
WAFB-TV
WBRZ
KRIS-TV
KVDO-TV
WDSU-TV
WJMR-TV
WCKG
129,999
53,500
276,417
Bayou Bcstg. Corp.
K-SIX Television Inc.
KGEZ-TV Inc.
Loyola University
Meyer Bcstg. Co.
Iff. New applications
0ITY t STATE
CHANNEL
NO.
DATE
FILED
ERP (k»)'
Visual
Anteana
(ft)"*
ESTIMATED
COST
ESTIMATED
1ST YEAR
OP. EXPENSE
TV STATIONS
IN MARKET
APPLICANT, AM AFFILIATI
NEW ORLEANS, LA.
32
21 July
249
SALEM, ORE.
VAIL MILLS, N. Y.
3 21 July
10 MJuly
1.4
316
927
1000
BOX
flir
SP0RF
U. S. stations on
Markets covered
OvUnL
157
338 $314,875 $350,000
$63,300 $144,000
$1,700,000 $1,690,000
WDSU-TV WWEZ Radio Inc.
WJMR-TV
WCKG
KSLM-TV Salem Television Co.
Hudson Valley Bcstg. Co.
r
•Both new c.p.'s and stations going on the air listed here are those which occurred hi
14 July and 21 July <>r on which Information could bo obtained in that period
axe mnsldered to be on the air when commercial operation starts. ••Kffcctlve radiated pi
Aural power usually is one-halt the visual power. ""Antenna hcUht above average temin
above around), t Information on the number of tell In markets where not designated as Mi
from NBC Research, consists of estimates from the stations or reps and must be deemed apprj
mate. "Data from NBC nesearch and manning. NFA: No figures available at preiil|
on lets In market. 'Community would support proposed lower-power station at least three raj
or until such time as It becomes self sustaining. 'Presently off air. but still retains <|
•Non commercial. «Abore ground.
70
SPONSOR
.
42^ >G*1
You may not know these people, but
in Hartford County they're
important TV PERSONALITIES
f
.V-...
;i
^K- *»»
^ -V
5w
f
M
**
^C=7 J
4
They make WKNB-TV
the personality station
and give you a premium audience at moderate cost.
We have pictured the top-flight local TV personalities in Northern and Central Connecticut.
They are successful salespeople who call on 375,000 homes daily through WKNB Television.
Here in Hartford County, 3rd richest market in the -United States, WKNB-TV's local pro-
gramming is a powerful complement to the entire NBC lineup of shows — a strong selling force in a
1% BILLION DOLLAR MARKET.
Let Hartford County's Top TV personalities sell your product in the Hartford County market.
Any way you look at it, any time of day or night, WKNB-TV is your BEST BUY in advertising.
National Representative: The Boiling Co., Inc.
Basic
WKNB-TV
channel
Studios and Offices • West Hartford lO, Conn.
6 AUGUST 1956
71
has no doubt that the promotion, as
well as the program, will click with
the kids.
Here's w h\ .
"\\ c. and Darling, feel the new show
has the most logical character yet
developed. It's running on the station
which has the highest-rated children s
shows in the New York market, and
the cartoon library for the show in-
cludes the best available."
The cartoon library includes films
from such features as Loonev Tonus.
Bugs Bunny, Porky the Pig, Daffy the
Duck, Superman. Little Lulu. Betty
Boop and Fearless Fosdick.
(id-dial -a\s "a sizeable sample of
children was psyched, surveyed and
studied" before the show went on the
air. The sampling revealed these
clues to reaching the two- to six-year-
old mind:
"We discovered that kids want a re-
laxed, unhurried, friendly and fasci-
nating main character. They want a
father image. They want someone
they like who will like them and com-
municate his affection."
Getschal uses his four-year old son,
Douglas, as a test tot. And Douglas
thinks the show is "swell.''
\\ eintraub, of Darling, agrees.
"The onl) way to make a show like
this successful is to encourage strong
identification with the leading char-
acter. We never use any pressure, and
we insist on friendliness and sincerity.
We think the best sales personalis is
the one most readily identified with
the father or. in some cases, with the
mother."
Darling dislikes, to the point of
loathing, the "frenetic" kind of show.
According to Weintraub, "We don't
want anything noisy, overbearing, wild
or tumultuous."
Getschal adds this comment: "You
could easily test the mortality rate of a
kitl show by taking a noise-level read-
ing and rating the show by decibels.
A loud show is doomed to failure. But
many advertisers have learned this
only after spending a lot of money."
McCurdy. in the opinion of his spon-
sors, is a low-decibel man with a con-
vincing manner.
A folk singer in the guitar-playing
tradition, he started as a gospel singer
in radio at WKY, Oklahoma City. He
joined the Canadian Broadcasting
Corp. in 1946, working in radio and
then in television. In 1953 and 1954,
his program, Ed's Place, "was the top
ranking children's rv show in Canada,"
according to the agency president.
A radio and H performer in New
York for the past year and a half, Ed
McCurdy spends most of his time these
da\s play ins: the role of a fireman.
He opens his hour-long show singin"
a fireman song, wears a fire fighter's
outfit, and performs on a firehouse set
which includes such stock fixtures as a
Dalmation dog and a fire-pole.
He integrates the commercials for
Toy Council in tv
Darling Stores, despite its unique
television effort, isn't the biggest tap-
per of the toy market.
The Toy Guidance Council, a co-
ordinating agency within the toy in-
dustry, spends about $1,500,000 annu-
ally on television. The Council repre-
sents some 2,500 department stores.
300 major manufacturers and 40
wholesalers. In behalf of its member-
ship, it spends $1.5 million each year
to produce its own film series, Toy land
Express, and to buy time on t\ sta-
tions through its agency, Friend,
Reiss, New York Ci \.
Last year this 13-week serie- was
sponsored on 65 stations from Sep
temher to Christmas. This year, con
centrating again on heavy pre-Christ
mas buying period, the Council ex
pects Toyland Express will be spon
sored on between 80 and 100 stations
The new 19.V> -erie-. filmed as 11 15
minute programs, features ventrilo-
quist Jimmy Nelson.
The Toy Council hits the pre-Clni-t-
mas period because some 60% of all
toys are sold in November and De-
cember. But its united promotional
and advertising efforts since the Coun-
cil was established in 1938 have be-
gun In spread -ales out ever the year.
In 1938, 78% of all toys were sold
in November and December, with total
annual sales at $300 million retail.
Today, annual sale- total $1.25 bil-
lion, and children are receiving and
pla) ing u ith tn\ - all Near round.
the to\ suppliers with mentions of the
Darling chain. He demonstrates a va-
riety of toys with appeal for both girls
and boys, asks them to get their par-
ents to take them to a nearby Darling
store, stresses that all to\s in all price
lines are available — not just big, ex-
pensive ones.
i Please turn to page 76 I
11
SPONSOR
//,
Michigan sTALLEST TOWER.
ui
\\\
m
There's a dramatic change scheduled for Michi-
gan's television picture in September, 1956 . . .
and WWTV is pulling the switch! We're har-
nessing 316,000 watts of sales power to our 1282'
tower to bring bigger and better television service
to 48 of Michigan's 83 counties! We're increasing
our grade "A" coverage set count by 27% • • •
boosting grade "B" by 37% . . . and adding a new
bonus in grade "C" for an impressive total of
381,894 sets. (RETMA 4-27-56)
Tin
HIGH
spot in Michigan Television!
SPARTON BROADCASTING COMPANY
CBS-ABC CADILLAC MICHIGAN
CHANNEL 13
6 AUGUST 1956
NAT! REPS.
WEED TV
73
RCA INTRODUCES A COMPLETED'
"FAMILY" OF AUDIJ!
A model to "fit" every station requirement..
ALL HAVE "BUILT-IN" POWER SUPPLIES,
MONITORING AMPLIFIERS AND SPEAKER RELAYS
*
Here is a "family" of three consolettes that give you the
widest choice of facilities ever offered. All have printed-
wiring amplifiers in modular construction, providing the
utmost in circuit uniformity and performance. Each model
has its own "built-in" power supply (the BC-6A has two).
Each has built-in monitoring amplifiers and speaker relays.
INSTALLATION IS QUICK, EASY... INEXPENSIVE
The "self-contained" feature of all three models makes
them easy to install. There is no need for costly external
wiring and "hunting" for a place to mount such items as
power supplies, monitoring amplifiers and speaker relays.
The reduction of external wiring minimizes the chance of
stray hum pick-up greatly improving system performance.
CONVENIENT OPERATION
The low height of each consolette affords maximum studio
visibility ... no stretching to observe cues. Relaxed wrist
comfort is provided by mixer controls on the right slant . . .
at the right position above the desk top. RCA-developed
finger-grip knobs provide convenient, positive control a
are color coded for "function identity."
EASE OF MAINTENANCE
Routine maintenance time is reduced by the quick a<
bility of all components . . . easy-to-clean mixer pa.
simple-to-adjust leaf-spring contacts on key and pi
button switches. This is achieved by a snap-off top co*
and a tilt-forward front panel, in addition to stratej
placement of components.
RCA MATCHED STYLING PERMITS EXPANDABILI
Styled with 30-degree sloping panels which match pre
ous equipments such as the BC-2B consolette, BCM-.
mixer, and compatible among themselves, a wide range
augmented facilities is possible. Paired BC-5As provi-
dual channel operation and extended facilities. Adduii ...
of the BCM-lA mixer to any of these consolettes is simp
and provides added microphone inputs.
I
THEY WORK WELL INTO CUSTOM ARRANGEMENT
Simple functional design and "engineered" compactne
makes any number of custom installation arrangement
possible. A custom "U" arrangement of two BC-5As flanl
5 a BCM-lA mixer is possible. The 30-degree froi
nels match the slope of video control equipment makin
em suitable for use in television studio custom applic.
ns as well as in radio.
Ask your RCA Broadcast Sales Reftresentath
for detailed information
permits quick accessibility to mixer
pads and spring contacts; makes
maintenance easy.
RADIO CORPORATION of AMERICA
BROADCAST AND TELEVISION EQUIPMENT • CAMDEN, N. J.
NSOLETTES
SINE INPUTS
1 es for 4 microphones, 2 turntables, 2 remote
letwork or tape. 4 mixer positions. Built-in
pply. Easily expanded for dual channel use ^^ —
[ ing." Block building lends "custom touch" fQ7k
ired with existing BC-2B's **# >*J
! THIRTEEN INPUTS
i ies for 6 microphones, 2 turntables, 2 remote
network, 2 utility inputs which may be used for addi-
1 rntables, tape, or as required. Eight mixer positions. Built-in power supply.
i xpanded for dual channel use by pairing with BC-5A. Convenient script rack.
*1095
TWENTY TWO INPUTS
I lies for 10 microphones, 2 turntables, 2 tape, 2 film, 5 remote
, network. Dual or single channel operation with "split-mixer" faders. Master
• .ntrols both channels simultaneously. Ideal for binaural broadcasting. Nine mixer positions. Two
•\<)ower supplies (one for each channel) for greater reliability. Two monitoring channels, one for pro-
i onitoring and talkback, one for cueing and feeding background to studios. Convenient script rack.
*Less Tubes— Prices subject to change without notice.
*i75<y
TV FOR TOYS
■ tinned from page 72)
\ iewers get addresses of their neigh-
borhood Darling stores From the tele-
phone directory yellow pages listing.
Phone book advertising, a- well as cir-
culars and direct mail, backstop the
t\ schedule. "Radio has been used oc-
casionally in the past, and more than
likely will be added in hefty amounts
in the near future."" sa\s (ietschal.
Darling"? radio concept is likewise
one of consistencj and saturation. "We
wouldn't use less than 20 announce-
ments a week. The average would
more than likely be 50, with a high of
150 to 200 for special promotion-.
A more immediate plan for Dar-
ling's future is physical expansion.
Because of the tv success in the
greater New York area, Darling Dis-
li Uniting plans to open up new mar-
ki-K very soon. Its ultimate goal: fran-
chising toy and juvenile furniture out-
lets across the country. Its immediate
goal: opening up 20 to 30 stores in
the Philadelphia area this fall.
And television will be used as the
lever to pry open the market in every
I
AXIMUM POWER
Before Labor Day, WIBW-TV will be
operating on the top limits of power al-
lowed by the FCC — a smashing 316,000
watts.
MAXIMUM HEIGHT
Already WIBW-TV's antenna is at its
limit of height — 1010 feet above the
rolling Kansas prairie.
MAXIMUM COVERAGE
;- L-V-^-^rrs;
WIBW-TV absolutely dominates 20 Kansas counties. We lay down
a clear picture far beyond Kansas City and St. Joseph, Mo., into a
total of 553,205 TV homes. Check the new A.R.B. for the Topek-
AREA. See the across-the-board preference for WIBW-TV.
TOPEKA, KANSAS
Ben Ludy, Gen. Mgr.
WIBW & WIBW-TV in Topcka
KCKN in Kansas City
Rep. Capper Publications, Inc.
CBS ABC
Tho Kansas View ftjint
move to a new area by Darling chain.
Tv advertising will follow the New
^ i >rk pattern to accomplish the same
objectives.
Freddie the Fireman will be the pro-
graming take-off point, but the show
itself will not be syndicated nor is it
expected to be duplicated. The agency
president explains that the techniques
ol tv will be the same but the program
vehicle may be changed from market
to market.
These are parts of the blueprint
which are still being roughed out bv
Weintraub, Getschal, and these mem-
bers of the Darling firm: Weintraub's
father, Isaac Meyer Weintraub, who
opened his first store in the Bronx in
1913. when he was only 14 years old;
David Blank, merchandise manager,
and Melvin Falkof, vice president in
charge of merchandising, distribution
and administration functions.
Darling's planning and selling strat-
egy are outlined in two presentations,
and both of these are hinged to the
lele\ i-ion acti\ ity.
The first presentation is aimed at
suppliers, and outlines the theories and
practices of Freddie the Fireman. It's
on the strength of this report that man-
********
**Thc quality of advertising — in the
creative sense of impelling people to
buy — is advancing constantly. There
could be no happier harbinger for the
economic future of our nation — for
people buying are people producing,
and people producing are far removed
from the gnawing and insidious tempta-
tion to conjure visions of failure."
W. D. "DIB" ROGERS
President
KDl R & KDVB-TV
ufacturers of toys are convinced they
should offer cooperative advertising
allowances.
Tin- othei presentation is directed
to would-be retailers who are interested
in Inning a Darling franchise. Again.
the tv story is used to bring more retail
operators into the Darling chain and
to expand the marketing area for the
distributing company.
\\ In the emphasis on Iele\ ision at
every level?
Fred Weintraub answers: "Televi-
sion can be the most potent selling
force there is. if the program is right
and it appeals to kids. There's no other
medium which hits youngsters from
two to six. our biggesl market." * * *
76
SPONSOR
Bridey Applebaum* calls JEPCO
because as all smart timebuyers know, JEPCO believes the sane, rational approach to
client service is hard work for maximum client effectiveness.
No time for day-dreaming at JEPCO! Too busy serving clients and
stations.
Wanna be hypnotized? Let JEPCO astound you with some interesting
facts and figures on the stations we represent and serve.
:See page 32
JEPCO knows how the wind blows
JOHN E. PEARSON COMPANY
radio and television station representatives
New York • Chicago • Minneapolis • Dallas • Atlanta • Los Angeles • San Francisco
6 AUGUST 1956
77
FLAV-R STRAWS
i Continued from page 35 I
1 M;i\ with the introduction of tlie
straws on \\ VIA. Newark, N. J., and
\\ \l!|). V'u York City, aiming at cov-
erage of the entire New York metro-
politan area. These two stations car-
ried the tv load for four weeks.
Here's what happened, according to
\\ agner:
"We had 10'; distribution in the
market before we went into t\. After a
month, we had as near t<> 100$ as
you can get. We cracked the world's
largest marketplace. 1 know main na-
tional food products which have tried
to do that for 30 years, and haven't
been able to.
"We -"Id 18 million straw- in one
i, onth, 1,500,000 boxes. Our cases run
larger than other food products do.
W e pack three cartons of 21 boxes each
to make one case. In regular food
lingo, we would have sold 60.000
cases because of our triple pack.
'"Our food broker in New York for
years had Sta-Flo starch as his besl
seller. It's advertised by Godfrev, and
it moves like mad. In only one month.
Eastern Carolina's
No.l
TV Station
WNCT
v
is pleased to announce
the appointment of
The George P.
Hollingbery Co.
as their exclusive
National Sales Representative with
offices in New York, Chicago, Detroit,
Atlanta, San Francisco, Los Angeles,
Seattle, Minneapolis
$xcch<aUU + 7b<2.
channel 9 him
aiy ces *»(
Campbell G.- MB.
*
First in every minute of every hour, every day
day and night, according to Jan. '56 Pulse.
we beat out Sta-Flo to become the item
most ordered by food chain-.
"It took only 17 da\s on t\ for our
first re-orders to come in from the big
chains. And the\ exploded in our
face!"
The same thing happened on the
West coast. The tv storj there actu-
ally -tailed last November, when Flav-
I! Straw- was a West coast product.
Frontier Foods of Los Angeles had
bought the straw from two inventors.
It developed the machiner) to produce
them, and it put the straw on the mar-
ket in November in the Los Angeles
area.
Wagner says "The) used everything
— radio. t\. newspaper, co-op. flyers.
They spent a lot of money, but thev
-'altered it. The ad campaign flopped
mi>erabl\ ."
So miserably, in fact, that Flav-R
Straws in January was purchased In
two New Yorkers, \lvin Sheerr and
Bernard E. Singer, who set Flav-R
straws to operating Frontier food- as
its manufacturing subsidiary. Sheerr
is president of the firm, and Singer,
an attorney, is secretary-treasurer.
Even though the Los Angeles metro-
politan area had been saturated with
advertising, sales were nil. says Wag-
ner, "although distribution was prettv
good."
Flav-R Straws went back into the
LA market, after an advertising hiatus
of about six month-. \nd when the
COmpanj returned, it returned with it-
new look — participations in children's
shows on telex ision.
Wagner tells what happened.
"Earl\ in Ma\ we sent out a fact
-beet and our tv formula. We wanted
to revive the coast, which had been as
dead as kelsev. \<>w it'- far outselling
am earlier period, and bettering our
expectations. After onlv three weeks
of t\ there we were 1,500 triple cases
I ehind in orders."
President Sheerr. at the take-over,
anticipated a big demand which would
resull from the new advertising and
merchandising program. But neither
he nor his cohorts could predict such
an inundation.
W hen he took "\ ei 1 i ontier I- oods,
be ordered a tenfold increase in pro-
duction machinery. His plan was to
have the new machine- in full produc-
tion l>\ I May, the start of the con-
-inner advertising campaign in the
I ast.
Sheerr, a graduate of the Wharton
School "I Commerce at the Universitj
7S
SPONSOR
When all the shouting is over and the last
campaign speech has been made, isn't this
what all the struggle is really about?
You and your neighbors are going to march
to the polls November 6 and settle things the
American way.
Not by fists or by force, not with a penalty
if you don't vote, or the secret police checking
up to see if you did.
You'll vote because it's the thing to do.
Vote as you please, of course — but vote.
Vote for the party and the candidates you
honestly believe will represent you best.
But also vote because you believe in this
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the way it is — a country where you can have
your say and nobody else can say it for you.
Everybody you know
will be there. i)fa \
We'll see you at the polls. V>V. :
VOTE NOVEMBER 6th!
6 AUGUST 1956
79
WFBL means...
MARKET
IMPACT
TUT
SELLS
For sales ACTION it's WFBL in the rich Syracuse area
market ... a market it knows and controls.
... a market that knows WFBL. ... a market
that respects WFBL selling personalities.
More than a thousand calls a day from attention-
holding audience participation programs are a
clue to the tremendous pulling power of
WFBL. It is programmed for attention that gets
ACTION.
Hourly and half-hourly news coverage — music
morning, noon and night. WFBL sets the pace
in the heart of the buying markets of the Syra-
cuse area.
To reach the whole market for profitable
action ... it la^es WFBL in Syracuse
For availabilities contact
PETERS, GRIFFIN, WOODWARD, INC.
of Pennsylvania, had a sound back-
ground in business and finance. He
learned the textile field by working in
his father's firm, and later established
two of his own companies. Sheerr
Bros, and Co. and Arms Textile Mfg.
Co. These were sold to Crown Mf».
Co. in 1954, when Alvin Sheerr retired
from business at the age of 40.
On the golf links, he developed cal-
louses with and a business regard for
Lee Wagner, who had likewise retired
in 1954, at the age of 42. Sheerr. while
golfing on the West coast, inadver-
tently had exposed his youngsters to
the Flav-R Straws available there.
Clinton, Patsy and Phyllis, ages 8, 5
and 3, flipped for the straws.
So did their father, it's reported,
when he found each straw had less
than a calorie in it and he could use
them with the skimmed milk on his
diet.
This interest as a consumer led to
intense interest as a buyer, and he and
Singer bought the company. They
looked for a sales promotion and ad-
vertising man who could work with
them at the top levels of the manage-
ment team. Wagner was their man.
1 bey lured him away from an Ari-
zona golf course, and he hasn't been
back since. He's the man most re-
sponsible for the tv pattern, and for
the accompanying merchandising and
promotion.
A former orchestra leader and a law-
yer, he was graduated from Syracuse
University and the St. Lawrence Law
School. He resigned both professions
to specialize in circulation and publish-
ing of consumer magazines.
It was at Tv Guide, which be found-
ed and built to the point where after
two years it outsold Life, that he de-
veloped his tv advertising know-how
and his understanding of how televi-
sion can best be used to reach and sell
the youngster.
These have led to a pattern of tele-
vision advertising which was tested —
and proven — in New York City, and
which is now being used in \'.\ cities
in nine stales and the District of Co-
lumbia. Flav-R Straws will stick with
this winning formula as it moves from
market lo market gaining national dis-
li ibution.
Here's a checklist of the company's
u techniques.
1. It buys 52-week schedules on
ever) station in an\ h market it goes
inlo.
I'iftv-tuo week schedules with onlv
8(
SPONSOR
Photo by Fabian Bacfirach
"Procter and Gamble Uses KMTV To Help Cover
the Omaha Market and its Surrounding Area"
says LEE RICH, vice-president & assoc. m'dia dir. of Benton & Bowles, New York
"In Spot or Network advertising, our expedience shows that KMTV
can aid in selling Procter 8C Gamble products in the Omaha market.
"KMTV's network affiliation, coverage, merchandising coope/ation
and experienced staff can be depended upon to reach prospects in this
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KMTV's low Channel 3 and maximum power, combined with flat
terrain, cover a market area in five states. And this huge area is sold
on KMTV's popular local and network programs ... in color and
black and white!
Why not profit from the experience of successful national adver-
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COLOR
TELEVISION
CENTER
so. Dakota)
/ \ IOWA
NEBRASKA \ \VT
s*_ i ^B Count 3
*"■*»■ lUf,
\ ■ I /
\ \ MISSOURI
KANSAS (»*-*.
KMTV MARKET DATA"
Population 1,536,800
TV Homes 370,021
Retail Sales $1,716,560,000
Buying Income $2,236,230,000
•Survey of Buying Power
• NBC-TV
ABC-TV
7MAHA
CHANNEL 3
MAY BROADCASTING CO.
Edward Petry & Co., Inc.
6 AUGUST 1956
81
four-week cancellation clauses — insure
continuity and frequency, and they
have the added advantage of gaining
attractive discounts for the client.
Flav-R Straws is an all-year round
product: ergo, it is advertised every
month of the year.
The theorj of buying every station
in the market is equally simple. All
children's shows on television get an
audience, and the company wants to
reach every child in the tv viewing au-
dience in every city. It buys participa-
tions on every kid show, cutting back
and adding emphasis as needed.
"£. It bu\s saturation announce-
ments at variable frequencies.
Saturation is the order of the day
for Flav-R Straws, on any day and in
every market. The extent of that sat-
uration varies, however. The company
goes into a market with a heavy intro-
ductory campaign on each station, but
slowly cuts back so the kids won't be
bombarded with the same copy over
and over again.
Lee Wagner, in explaining this cut-
back, pointed out that a typical week's
schedule in New York City, in the third
month of l\. still includes some 26 par-
SPEAKING OF FIGURES
(Take a look at ours!)
L. *
ARB TV National Ratings
ARB TV Ratings gQ
based on the survey week.
C
olumbia, S. C. Jm^
May 1 through 7, 1956:
March 8-14, 1956:
1. $64,000 Question
53.9
CBS
1.
The Big Surprise
54.6
WIS-TV
2. Ed Sullivan
50.6
CBS
2.
Perry Como
47.4
WIS-TV
3. 1 Love Lucy
48.1
CBS
3.
Fireside Theatre
47.4
WIS-TV
4. You Bet Your Life
42.9
NBC
4.
Truth or Consequences
46.4
WIS-TV
5. I've Got a Secret
40.1
CBS
5.
Life of Riley
44.3
WIS-TV
6. $64,000 Challenge
39.0
CBS
6.
Father Knows Best
43.5
WIS-TV
7. What's My Line?
37.1
CBS
7.
Big Town
43.1
WIS-TV
8. Lux Video Theatre
36.7
NBC
8.
People Are Funny
43.1
WIS-TV
9. George Gobel
36.3
NBC
9.
1 Love Lucy
43.1
CBS
1 0. Perry Como
35.8
NBC
10.
Disneyland (ABC)
42.9
WIS-TV
YOUR CAMPAIGN
ON
^
WIS-TV WILL REFLECT THE SUCCESS
■ 1
-x OF SOUTH CAROLINA'S
GREAT
WIDE COVE
R A
G E
Miriam Stevenson,
Miss Universe '55,
STATION
who made TV history
* tk
in South Carolina in
her first year on WIS-TV
Peters. Griffin.
Woodward, .-c
Extl/nin Nrf/Jww/ Rtpwtiit.iiitri
CHANNEL 10
COLUMBIA, SOUTH CAROLINA
Prtudcnt, 6. Richjrd Shllto
Mlfijging, Director. OMct A tttion
li< ipations. This represents the week-
ly high among the 13 cities, with two
announcements weekly as the mini-
mum.
3. It buys any children's show, re-
gardless of ratings.
"We don't much care about ratings,"
says Wagner. "We'd rather have a per-
sonality with a low rating but a lot of
zing, a guy who is really enthusiastic
about our product and can get that en-
thusiasm across to the kids. Some
'uncles' with a 20 rating, sav. will han-
dle our minute in routine fashion.
Kids are the first ones to spot a phony
pitch, and an insincere commercial.
They'll hate our product if the person-
id it \ on the show isn't convincing."
4. Live commercials are handled
from a copy platform.
"We believe in milking the person-
al popularity of the aim uncer or the
emcee on the show. 'I h it's why all we
do is give him the copv points and let
him go," Wagner explains.
"We've got the world's greatest
pitch, as a matter of fact. We taped
every commercial which was aired dur-
ing that first month in New York. We
cut out the parts we didn't want, and
we kept all the good sections, spliced
them together and made a composite
of all the things we like personalities
to cover in the commercial.
"It's such a good pitch we could
open up Anchorage tomorrow by send-
ing out the tape, the copy platform and
a case of straws and a cow!"
The copy points are basic in all com-
mercials, but the company suggests
that its tv personalities change empha-
sis frequently and change the entire
pitch once a month.
The biggest plank in the copy plat-
form is that using the straw is fun.
This is the main appeal the straws have
for youngsters, who like to muddle
their straws in the milk and see it turn
brown. Among the direct appeals to
kids are: the) can be the first ones on
the block, or in the neighborhood, to
use the new straw; it's fun to drink
flavored milk together; they can make
it themselves.
Mothers naturally respond to their
youngsters9 wishes, and when the wish
also happens 1<> make them drink more
milk, mothers act even faster. Copy
points of particular appeal to mothers
are that the straw is sanitary, inexpen-
si\ e. eas\ to use. il hends In am direc-
tion without breaking and without tip-
ping the milk container.
It costs about 27 cents for a package
82
SPONSOR
Advertisement
We Have f\ Discovery, Too, Admiral Byrd!
By John Popper and Bert Ferguson
Admiral Richard E. Byrd is alleged
to have stated, facetiously, that he
knew his discovery was the SOUTH
Pole, because Eskimos greeted him,
"Glub! Glub— You ALL!" Well, we
have a discovery in the South, too! . .
the discovery of a quarter-billion dollar
Negro market in Memphis! Arouse
your sense of adventure and explore
potentials thru WDIA, top-rated, Ne-
gro Radio Station, in Memphis!
Soeio-Eeonomic Revolution
In the industrial revolution of the
South, Memphis has become a major
center of development — and Negroes
have become a vital factor in the pros-
perity of the community. Almost one-
tenth of the entire Negro population of
America resides in Memphis. Industry,
now, uses this Negro labor on a $250
1 Million, annual, basis. With a quarter-
billion dollar payroll, the earning pow-
er of the Memphis Negroes is the high-
est, per capita, relative to white, of any
Negroes in the nation.
As Negro economy has expanded, so-
cial consciousness has increased. These
colored citizens actively participate in
group, civic, and fraternal organiza-
tions. They accept responsibility for
less progressive members of their race
and support welfare work for Negroes.
WDIA nurtures most of these public re-
lations promotions and fosters the
racial ambition for community recog-
nition.
WDIA, also, encourages individual
desire for social acceptance. In fact,
WDIA has been instrumental in articu-
lating this pent-up longing of the Mem-
phis Negroes "to be as good as anyone
! else" . . . and has implemented the
sale of a fantastic volume of goods to
| satisfy their urge for premium-grade
I foods, stylish clothing, and name-brand
I cosmetics. Now, at a time, when Mem-
phis Negroes are earning more than at
any period in history, they are learning
through WDIA, to a large extent, how
lo upgrade their standard of living.
WDIA has succeeded in breaking old
( ustoms and establishing new consumer
buving habits. Negroes in the Memphis
trade area are spending $250 million
dollars a year on more and better con-
sumer goods!
Profit Motive
Foreseeing this economic trend,
WDIA converted, in 1948, from the
conventional type radio station, to an
all-negro program center. Within one
\ear, WDIA jumped from last to first
position in over-all audience rating,
and augmented its annual gross dollar
volume by 600% ! If you have a profit
motive in mind, take a mental expedi-
tion to WDIA!
Reaction Pattern
All buying depends, first, on cover-
age . . . then reaction to contact. WDIA
has coverage that is unchallenged . . .
it is the only 50,000 watt station in
Memphis. Added to superior facilities,
WDIA creates a reaction pattern, which
may be judged by the fact that WDIA
has the largest number of national ad-
vertisers in this radio field.
Here's why. WDIA knows the psy-
chological make-up of the Southern Ne-
groes— understands his evolving posi-
tion. Therefore, WDIA customizes pro-
gramming to meet the changing socio-
economic needs, providing Negro an-
nouncers, disc jockeys, performers, to
establish rapport with listeners,
through traditional type entertainment
and commercials.
Negro listeners respond to their own
kind, as colored disc jockeys differen-
tiate between "gospel" and "spiritual"
music . . . variate rock-and-roll with
bona fide blues . . . and validate the
whole with a corresponding lingo.
Audiences accept counsel, for stars
comprehend the elemental philosophy,
which is second nature to the Negroes
and function in an advisory capacity,
serving both Negroes and advertisers.
Most important of all, perhaps, is ac-
ceptance of news, which Negro broad-
casters slant to their audiences. They
include Negro church and social news.
They present regional and national
news in a simplicity of style, suitable
for a virtually non-reading public. The
ability to reach is very low among the
Southern Negroes — they depend upon
WDIA for their news, their informa-
tion, and their entertainment. WDIA
recognizes these requirements . . . but,
at the same time, displays acute aware-
ness of the new status, takes cognizance
of the new desire for superior standards.
Negro Spending
Consequently, Negroes in Memphis
and surrounding trade area spend 80%
of their income on consumer products,
such as foods, drugs, gasoline, and soft
goods. Among WDIA's national clien-
tele are:
Blue Plate Foods . . . Carter's
Little Liver Pills . . . Esso . . .
Arrid . . . Maxwell House Cof-
fee . . . Schlitz Beer.
These and many other manufacturers,
distributors, dealers, realize that ordi-
nary media do not — cannot — reach this
vast Negro market. On the other hand,
sales records convince them of the pow-
er of WDIA's programming structure
and sales-productive personalities.
Charted Waters
If you are interested in adventure,
with a profit motive, prepare to explore
the Negro market in Memphis — dis-
covered by WDIA. WDIA sails in
charted waters. You can embark on
the most profitable territory, available
in the country. WDIA has, already, de-
veloped a receptive audience . . . and its
initiative, programming, performance,
have marked a definite claim to this ex-
tensive and lucrative market.
With WDIA's 50,000 watt coverage,
it reaches 1,237,686 Negro customers.
The WDIA Negro Staff adds commer-
cial impact to tremendous penetration.
Market possibilities are fabulous. In-
quire about them, immediately. Drop
us a note on your letterhead, that we
may make a specialized study of how
WDIA may best serve the interest of
your line. Ask, also, for a bound copy
of, "The Story of WDIA!"
WDIA is represented nationally by
John E. Pearson Company.
f /jOHN PEPPER, President
BERT FERGUSON, General Manager
M^-r+>
tirtu
HAROLD WALKER. Commercial Manager
of 12 straws, and each straw can be
used to flavor two glasses "I milk.
Although tlif dietetic element hasn t
been exploited as yet, each straw ton-
tains less than a calorie. Tins makes
skimmed milk, a must for adults who
diet, infinitel) more palatable. The
low calorie and sugar-free aspects ol
the straw also impl) fewer cavities in
teeth.
Man) ol the t\ personalities have
introduced an on-camera ■'milk break
for kiddies, taking lime out themselves
to muddle a glass of milk with the
chocolate straw and comment on it.
5. Tv personalities are pre-sold on
the product.
I rider am circumstances, Wagner
believes on-the-air personalities should
be briefed in detail about the products
the) are to advertise. But in the ease
of a brand new item, this is even more
of a pre-air must.
\s the company moves into new
markets, it coordinates the advertising
strateg) in meetings with their tv sta-
tion personalities.
I hese meetings usually take the form
of an informal luncheon, at which
\\ agner is host, lie outlines objective-
AT ANY TIME OF DAY
CHANNEL lO GETS THE
BIGGEST ROCHESTER
AUDIENCES!
moRmncs
63.4%
AVERAGE WEEKLY SHARE OF AUDIENCE
LATEST AVAILABLE TELEPULSE FOR ROCHESTER (MAR 1956)
AfTERnOOflS
V; ■- 1'
54.6%
AVERAGE WEEKLY SHARE OF AUDIENCE
0] ?p
LATEST AVAILABLE TELEPULSE FOR ROCHESTER (MAR. 19561
EVEninGS . . .
AVERAGE WEEKLY SHARE OF AUDIENCE
LATEST AVAILABLE TELEPULSE FOR ROCHESTER (MAR I95fe)
WRITE US TODAY FOR
CHOICEST AVAILABILITIES
IN ROCHESTER'
CHA
175,000 wArrs
Oril AMD '.M All tIMI 1 I
WMIC TV AND WVlf • tv
V H F
ROCHESTER, N. Y.
EVERETT-McKINNEY. INC. • NATIONAL REPRESENTATIVES • THE BOILING CO.. INC.
of the company, passes out eases of the
straws, plays the composite taped air
pitch and briefs talent on some of the
techniques which have worked well in
other markets.
Talent invariably is enthusiastic, he
says, and each one's personal enthusi-
asm is communicated to the others so
that they have that special "zing'* in
their treatment of the copy points when
they get on camera.
"We also ask our talent to use the
straws at home, and to pass them out
among their neighbors for comments.
We want them to know they're work-
ing for a good product, and an un-
usual one. The> find this out in a hur-
r\ without our telling them, after using
them in their own homes."
6. It buys any daytime hours.
Any show which attracts a children's
audience and which offers participating
minutes is a standard buy for Flav-R
Straws. Its present schedules in the 13
cities range from 9:30 a.m. through
6:30 p.m.. with the bulk concentrated
toward the middle of the day because
that's the most logical time for milk-
drinking.
Although Wagner and company offi-
cials have pre-set the advertising plan-
ning, it is worked out in minute detail
with the agent \. Dowd, Redfield &
Johnstone, New York City. The ac-
count i- supervised by Mike Ra\mond,
senior vice president of the agency.
He's been pushing the concept of tv,
and onl\ tv, since he first became
associated with the conipam in \pril.
A string of timebuyers there is cur-
rently preparing estimates and cover-
age for Flav-R Straws' inonth-by-
month growth, with the end goal of
achieving national distribution bj
Januarx 1957. At that point, the ac-
count is e\ 1 peeled to be billing some $3
million annnalK .
7. The i\ advertising is intensely
merchandised.
The telc\ ision advertising is pre-
ceded and followed by intensive in-
market merchandising and promotion.
Pre -t\ acth it i<-> include promotion 01
the new product to the food trade and
to food editors. Emcees also make
guest appearances on radio and i\
shows and I efore the public in cities
where the sti aws ai<- being inti oduced.
Flav-R Straws' biggest merchandis-
ing effort, however, is at the point 01
sale in it- three t\ pes of retail outlets
which are — the chain stores, the inde-
pendent I I stores and the dairies.
84
SPONSOR
_i
KM PC 'the most' in
Southern California
4
THE MOST in-home listeners of
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Check your favorite rating service.
THE MOST out-of-home
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The Pulse, May-June, 1956.
THE MOST fabulous pay-off for
advertisers. Ask your KMPC
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KMPC
710 kc LOS ANGELES
50,000 watts days • 10,000 watts nights
Gene Autry, President • R. O. Reynolds, V. P. & Gen. Mgr.
6 AUGUST 1956
85
Because of the newness of the prod-
uct, and the flood of sales which have
come from initial tv advertising sched-
ules, the company finds a backlog
not only in straw production but in
its merchandising efforts. The mer-
chandising blueprints were sketched
long since, but it's just now that the\ re
beginning to be put into effect.
President Sheerr has commandeered
a merchandising team which does the
following:
• Designs a front-of-the-store dis-
play which takes up only six inches.
• Installs it near the milk or check-
out sections to make for easy pick-ups.
• Paints small footprints on side-
walks and in the store leading young-
sters to the Flav-R Straws display.
• Puts printed reminders on the
door, on both the outside and the in-
side of windows and inside the store.
• Builds large, human interest dis-
plays with the straws.
• Gains good shelf position.
And the stores are going along with
all this in-store promotion even though
they aren't getting any co-op advertis-
ing allowances.
\\ b\ no allowance? Wagner ex-
An $899,481,000
Buying Power Market!
y
MORE AUDIENCE
than any other TV station in the
rich heart of Louisiana
FROM 5:00 P. M. to SIGN OFF
(Monday thru Friday)
WBRZ rated highest in 125 quarter hours out
of 149.
FROM 12 NOON to 3:30 P. M.
(Monday thru Friday)
WBRZ rating Tops All Others Combined!
- from a study by American Research Bureau,
Inc., encompassing 31 counties and parishes
in Louisiana and Mississippi.
WBRZ 2
BATON ROUGE, LOUISIANA
Power: 100,000 watts Tower: lOOl H.
NBC-ABC
Represented by Hollingbery
plains it this way: "We know we had
a hot item, and that it would sell. We
didn't know just how much it would
sell, or how fast. There's no reason
for us to allot part of our ad budget to
co-op for our dealers in an old-school
try to get them to buy. They're gonna
have to buy anyway.
"Our tv advertising is forcing dis-
tribution, as mothers come in and ask
for a new product the grocer doesn't
stock. And he's gonna have to reorder
fast because of the speed with which
the shelves are emptied. So why give
'em an allowance for each case they
buy?"
Allowance or no allowance, the
stores seem more than willing to co-
operate in giving their store space for
what's considered unorthodox food
product promotion. They have good
reason to cooperate. Flav-R Straws is
a high-profit margin item, according to
the manufacturer. The dealer makes
maybe 50% more profit on it than he
does on a competitive product. He
sees a fast turnover on the straws, be-
cause of consumer demand. The straws
haven't replaced any other product in
the store, and aren't taking away sales
from anything else.
And because they're a basic patent
line, there'll never be 15 competitive
products coming in to demand space
and cooperation from the grocer (as is
the case with most food store lines).
The shelf life of the straw is long, too.
They take up little space, and, unlike
most food store items, are unaffected
by time, heat or cold.
"The only thing the boxes need is
dusting now and then, but with the
way they've been moving it doesn't
look as though they'll even need this!"
saj s Wagner.
The advertising and selling pattern,
and the tv results, have been the same
in each market in which Flav-R Straws
is buying. These markets are New
York, Philadelphia, Lancaster, Pa.,
V ilminuton. Del.. Baltimore. Washing-
ton, Phoenix, Portland. Seattle-Taco-
ma, Spokane, San Francisco, Los An-
geles and Boston.
Cities slated for September tv de-
buts are: Buffalo. Rochester, Albany,
N. Y., Springfield, Mass., and Pitts-
burgh. Pa.
Buffalo was opened with the food
trade in June. Yet the food broker
there, who put in his order for the
straws immediately, won't get his first
box of straws until mid-September
when the tv advertising breaks.
86
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HALF-COVERED
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NEBRASKA'S OTHER BIG MARKET?
1956 ARB METROPOLITAN
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PROVES KOLN-TV SUPERIORITY!
The 1956 ARB Study of 231 Metropolitan markets in-
cluded 6 In LINCOLN-LAND — 5 in Nebraska, 1 in Kansas.
In these 6 markets, KOLN-TV is viewed-
most in 6 daytime categories ... in 5
out of 6 nighttime categories.
KOLN-TV gets an average daytime, "viewed-most" rating
of 54.0% as against 15.2% for the next station. Night-
time averages are 59.8% for KOLN-TV, 25.0% for the
next station. Enough said?
WKZOTV — GRAND RAPIDSKALAUAZOO
WKZO RADIO — KALAMAZOO BATTLE CREEK
WJEF RADIO — GRAND RAPIDS
WJEFFM — GRAND RAPIDSKALAMAZOO
KOLN-TV — LINCOLN. NEBRASKA
A\ioo*trd with
WMBD RADIO — PEORIA. ILLINOIS
THIS
AREA
IS
LINCOLN-
LAND
6 AUGUST 1956
KOLI\-TV delivers Lincoln-Land — 200,000 families, 125,000
of them unduplicated by any Omaha signal!
95.5% OF LINCOLN-LAND IS OUTSIDE THE GRADE
"B" AREA OF OMAHA! This important 42-county market is
as independent of Omaha as Hartford is of Providence, or
Syracuse is of Rochester!
Telepulse figures show that KOLN-TV gets 138.1% more
afternoon viewers than the second station . . . 194.4% more
nighttime viewers!
Ask Avery-Knodel for all the facts on KOLN-TV, the Official
CBS-ABC Outlet for South Central Nebraska and Northern
Kansas — "Nebraska's otJier big market."
CHANNEL 10 • 316,000 WATTS • 1000-FT. TOWER
KOLN-TV
COVERS LINCOLN-LAND— NEBRASKA'S OTHER BIG MARKET
Avery-Knodel, Inc., Exclusive National Representatives
87
'I he production lag and h advertis-
ing will go hand-in-hand into Flav-R
Straws" future for at least two years.
B\ that time, Wagner figures Flav-R
Straws will have been able to accom-
plish the follow ing moves:
It II be a world-wide organization,
with plants franchisee! to manufacture
the straws all over the world.
It will have a series of plants in the
I. S-, with the move from the West
coast to the East and then to the Mid-
west. In the meantime, it will import
some filter-making machinery from the
West coast and arrange with contract-
in- manufacturers to produce straws
on Flav-R Straws machines until its
own plant facilities are available.
It will gross $13,750,000 in the first
year, "'from a standing start," as War-
ner describes it.
It will be producing as many as 20
different flavors, including the basic-
chocolate, strawberry, cherry, coffee
and vanilla.
"But it will take us two years," he
predicts, "to catch up with chocolate
and strawberry orders in the U. S.
5Sp|
, •
fte Inside Story
0{ City rWe
in Kansas
i „k at I** T°*
Takc *:::« i> *»
P**8 fnd BustUng, *>«*>
whaTuh It t^A heavib I
Tope^a has B x 26,000 no«
population • • • politan
» *■ srfii t- - ~
ArCa' nndabU income,
»»mer ^^v accepted *ur-
loo! A"d eveT" 8 year- has
v<v of the past o au.
a WREN on toy
placed W,xtJ
Topeka and East-
dience->vise. ^«P M£TROPOL-
ern Kansas » * . . .
1TAN area "orth ^
^ ^:;U fa-
___much ,eS7^ to Why not
nation can hope • ^
-ct a« the lac»
6 it Pearson man.
John E- Vc * kcl.«ise, and
aience-*r»e. m ah<>ad
..;»«» vou re
3T«« * To,,ck"-
.CM
Ht* !
XM*,H^*U
*u*l
Get /<// The
Fact* From Your
John E. Pearson Man
5000 WAITS
TOPEKA, KANSAS
alone— and we still have 39 states to
open up and strawberry to introduce!"
Target for the first year: one mil-
lion cases of straws! "And it's in the
bag," sa\s Wagner.
The impact of television has forced
management to revise its production
estimates to this stratospheric height
That s why tv, during the first six
months of any introductory campaign
within a market, will be used exclu-
sively.
Some radio will he used, however.
Although the basic budget goes to tele-
vision, and will continue to, radio will
be added for special problems in cer-
tain areas and — much later — it will he
used to reach adults rather than \ oung-
sters.
Radio, at this point, is being used
in only one market area. Los Angeles.
"The changing pattern of our business
population in large and small eities
throughout the country has neeessitated
less readjustment in radio, perhaps, than
in any other medium of mass communi-
cation. Radio from its inception has
been decentralized."
DONALD H. McGANNON
President
WBC
*•*•*••*
And it's being used at a heftv clip —
some 115 announcements weekly di-
vided among three stations. KFWB,
KXLA and KPOP.
Wagner, describing this isolated in-
stance of radio advertising, explains
how it came about.
"In Los Angeles, almost evervone
seems to spend about two and a half
hours a day in the family car. This in-
< hides the kids, as well as their par-
ents. In addition to this factor, there
seem to he relative!) few tv kid shows
in the market. So we figured we'd aim
first for the parents, explaining that
their kids will drink more milk if the\
use our straws.
"Eventually, in other markets, we'll
go into early-morning and late-night
radio to tell our sior\ to parents as a
supplemenl to the daytime t\ schedules
for kids. We'll probably start doing
this nexl year."
I\. savs Wanner, "can lake a deep
bow From the instep. W hen it's han-
dled intelligent!) and proper!), it can
move mountains, Flav-R Straws and
am thins else." * * *
88
SPONSOR
WISCONSIN
in the Land of. ..yIM cki^wmj
GREEN BAY
Now interconnected by private microwave with
\ch. 6 Marquette, Mich./
MILWAUKEE
HAYDN R. IVANS. G«n M,.. R,p. WEID TUlVlSlON
170 MILES NORTH. CAPTIVE AUDIENCE OF 34,000 SETS,
WOOLWORTH
i Continued from pagi 1 I
Aimed at the relaxed listener on a
non- working Sunday, Woolworth's
-h'>u also seeks to attract the persona]
listening of people within the home.
These are housewives preparing dinner
in the kitchen, men working in a base-
ment workshop or in the garage, teen-
agers puttering around their plaj or
hod rooms.
Popularity : From the beginning,
the company reports, the show "had a
very large and interested audience. It
has out-rated all other musical pro-
grams, by far."
To document this assertion, it com-
pared audiences last winter to three
stablished musical shows with
tin- tune-in gained bj the new Wool-
worth program. Alter onl) si\ months,
the \ariet\ chains "'The besl in
music? feature netted an average au-
- of 2,803,000 families.
The Voice of Firestone, aired Mon-
days "M VBC, 8:30 to 9 p.m., gained
an audience of 1,436,000 families; the
Cities Sen ice Hum/. Mondays, NBC,
9:30 to L0 p.m., 1,473,000 homes; the
Bell Telephone Hour. Mondays, NBC,
') to 9:30 p.m.. 1 .688.000 million
homes. Woolworth. in six month's
time, gained audiem es 0 \' , . 00' , and
66' ! greater than the other three
shows, respectively.
Popularity was measured also in
terms of national program awards.
\\ it hin the first year of broadcast, The
Woolworth Hour earned these recog-
nitions: Downbeat magazine, conduct-
inn its annual poll of the Composers'
Guild of America, voted the show "the
I est original scoring of a regularly
scheduled radio series during 1955."
Tv-Radio Mirror magazine, presenting
its Gold Medal award, cited the show
as "the best program of its kind on the
air." It commended Percy Faith for
his program leadership in scoring "the
year's highest ratings." The National
Federation of Music Clubs, which rep-
resents more than 5,800 music groups
throughout the country, recognized the
program as "the most versatile on the
air.
Both large audiences and program
popularity continued during the sum-
mer months, reports Miss Bentley. Her
a< count, unlike some network sponsors,
put just as much effort into summer
I raming as into the peak-listening
fall-winter-spring period. This effort
paid off. The summer audience "con-
tinued to listen, and it grew right
through the year."
Copy: Woolworth's copy combines
what is generally described as institu-
tional with specific item selling. Of
the seven commercials aired on each
Sunday show, four are in behalf of
the chain's suppliers. And the suppli-
ers pay for their network participa-
tion.
The other three announcements are
in behalf of the Woolworth chain of
2.000-|- retail stores across the country.
Woolworth themes each of its institu-
tional announcements to the slogan:
"Shop \oiir Woolworth store first —
for everything." It stresses that "se-
lections are larger and prices are
thriftier."
Suppliers submit to Miss Bentley at
the agency copy points which thev
would like included in their radio com-
mercials, "as they know best what they
want to say about their product." Their
suggestions are worked carefully into
integrated commercials which are han-
dled by any of three persons appear-
ing on the show.
"We use three voices, two men's and
I*
San Joaquin Valley TV Families . . .
Station Viewed Most Before 6 p.m.
• * •
Station Viewed Most After 6 p.m.
DO WHAT comes
NATURALLY
Tune to UHFTV Stations!
of the Homes in this,
the Worlds Richest Farm
Market can receive. . .
JEO TVcLwue47
4600 ft. above sea level
175,000 TV Homes
ARB Area Report
Released in February
O'NEILL BROADCASTING COMPANY
P.O. Box 1708. Represented Nationally by the Branham Co. Fresno, Calif.
a woman's, for a change of pace, for
special suitability to the product we're
talking ahout and to keep listeners at-
tentive," she explains.
The trio of commercial voices in-
cludes actor Donald Woods, emcee on
the program; announcer Jack Brand,
and homemaker-type personality Jane
Stewart, who acts as "Woolworth's
shopping reporter." Miss Stewart con-
centrates on specific items of interest
to the housewife, the working woman
and the teen-age girl.
Teens, says Ad Manager Remington,
are a significant part of the Woolvvorth
audience in terms of their buying pow-
er and their shopping habits. And
they, with their parents, like the music
featured on the show.
Commercial copy is planned at least
three months in advance of the broad-
cast. Much of it is necessarily sea-
sonal, and tied to such usual national
promotions at Valentine's Day, Easter,
Mother's Day, Hallowe'en and Christ-
mas.
Sales ability: The final proof of
the Woolvvorth investment, and of its
network radio vehicle, is that it sells.
Remington points out, for example,
that Woolworth buyers keep a month-
by-month count of all merchandise or-
ders coming in from the stores. By
this continuing stock control, it knows
that on every radio-advertised item
one buying trend is evident: the local
store is ordering more of the specific
item than it ever did in the past.
Suppliers, to be accepted for par-
ticipation in The Woolworth Hour,
must, of course, produce a quality
item. In addition, the product must
be a good value item. The hooker
which eliminates a lot of suppliers
from radio participation is this: any
item, to be advertised on the network
show, must be stocked in each of the
2.000 stores. This rules out many
items which are popular because of lo-
cal habits or regional characteristics,
or which have a peculiarly rural or
urban appeal.
The suppliers, collectively, are en-
thusiastic about the program and what
it moves for them, according to Rem-
ington.
Here are some representative quotes
from them:
"Eight weeks have elapsed since our
announcement. During this period, our
sales to you have taken a very definite
upward course. We are enthusiastic
about your promotion and sincerely
appreciate having been a part of it."
fr\
J
\
NOW . . . WWDC paces the big national trend away from network
affiliation. Effective August 1, WWDC goes solidly independent ... to concen-
trate on the shows that have long made it the sales-results station in the 2-million
Washington market. Seven of WWDC's local shows are already in the Top 15
Week-end Daytime Shows*, putting it first on Saturdays and Sundays . . . and
a close second in total over-all daytime audience. WWDC is first in out-of-home
audience, too . . . delivers 22.6%* out of 17 D. C. area stations . . . beats the
second station by almost 2 to 1. 'PULSE: March-April '56
Represented nationally by
John Blair & Co.
WWDC
Washington
bl E?d>LW>H<L J^H_Grcrwlh_ Story_ IjJAoreThanA Tjt[l_ Tale„
WEHT - TV
CUMBS FROM 11.000 TO
WATTS!
Jack's bean stalk was a stunted century
plant compared to this story of growth.
April 14th permanent affiliation contracts
were signed with CBS. On August 15th
WEHT-TV— Channel 50 in the Evansville
Market area will boost its power from
11,000 to 204,000 Watts. . . . Involving
an expenditure of $200,000 in RCA trans-
mission equipment.
AN ESTIMATED 75,000 NEW HOMES
WILL BE INCLUDED IN THE NEW
COVERACE AREA!
WEHT-TV is your FOLLOW-
THRU STATION IN THE
EVANSVILLE MARKET. Only
WEHT-TV offers (1) Guar-
anteed On-the-Air promo-
tion, (2) Newspaper adver-
tising, (3) Newspaper Pub
licity, (4) Letters to
retail trade, (5) Daily
news letters to ho-
tels and hospitals,
(6) Lobby displays,
(7) Monthly house
organ, (8) Window
Banners, Posters and
19) Billboards.
Represented by
YOUNG TELEVISION
6 AUGUST 1956
91
LOOK BEHIND
THE CALL LETTERS
It takes more than time
to make good television
TV
fro*
You can buy
"time" on any
television station.
But thoroughness
is the watchword
at WWJ -TV-
thoroughness that
builds finer programs
more effective
sales campaigns.
So look behind
the call letters.
Give your Detroit program
the advantage of
the top-drawer treatment
offered by WWJ -TV,
Michigan's First
Television Station
iM&>
U#9
Hot- "<"•
ASSOCIATE AM FM STATION WWJ
Stgon ■ owned & opeiated bf Th» Dtlro'l N#wi
Nolionol Reprcienlolivei Pctr
Giiffin, Woodward. Inc.
Another said: "For the first five
months of the year, prior to the broad-
cast i in which the supplier partici-
pated I, we showed a dollar loss on our
business with your company. For the
first eight months we can now proudh
boast of a dollar gain. . . ."
Excerpts f i» »m still other suppliers'
letters:
"The success of this broadcast can
onh he measured in sales, and it might
interest you to know that there was an
outstanding increase o\er 1954.'"
"\\ e have had the opportunity to
examine our sales figures fully in con-
junction with our participation. As we
interpret them, the figures indicate
clearly our cooperative effort was not
onl\ fulK supported at the store le\el
but was in every respect responsible
for dramatically increased sales of our
two products."
Store managers are likewise excited
about the sales job radio is doing. "It
took some time to sell them on the
whole idea." says Remington, "but now
they're convinced."
Pari of that conviction is the suc-
. ess local stores have had in ordering
cut-ins from the network show and in
buying adjacencies to it. The ad man-
ager reports the company gets orders
for "more cut-ins than we can handle,
and it has from 40 to 50 local stores
using cut-ins even week.
The local store will cut into the net-
work vehicle to give a special plug to a
local promotion, or to a new store
opening, or to a special line of mer-
chandise not stocked in the full \\ ool-
worth chain.
[Vferchandisability : No small
amount of the credit for the program s
sales success is the fact that it is mer-
chandised thoroughly, all down the
line.
There are four merchandising tech-
niques u~c(l to coordinate the national
advertising with local store selling.
I hese are in addition to the use of
cut-in- and adjacencies.
1. Three months before everj
broadcast, store managers are instruct-
ed in detail a- to the merchandise
which will be advertised. This gives
them time to arrange their own special
store display s snd to older sufficient
sloek.
2. Ever) week after that first alert.
the store manager is reminded of the
merchandise which is to be promoted
on the radio vehicle dining the sub-
sequent three-month period. Remind-
92
SPONSOR
th:ey
jvi
Thorofare Super Markets
sure didn't have any beef
with KDKA-TV!
Literally none! 300,000 pounds — 12 carloads of
beef — sold out by noon the day after people
watched just 4 commercials on Thorofare's Friday
night Startime Theatre program.
Imagine! Thorofare has some 56 super markets
throughout Western Pennsylvania. And not one
of them had a pound of beef left after 12 noon
on Saturday! And when you think that Thorofare's
program is on KDKA-TV late in the evening,
beginning at 11:15 PM, the whole thing is even
more phenomenal.
But it just proves the tremendous selling power
of KDKA-TV in the Pittsburgh market.
KDKA-TV, Channel 2, is Pittsburgh's pioneer
TV station . . . gives more viewers in the tri-state
area than any other station! For information
and availabilities, call Lloyd Chapman, Sales
Manager at EXpress 1-3000, Pittsburgh, or "Bink"
Dannenbaum, WBC Vice President -Sales,
MUrray Hill 7-0808, New York.
In Pittsburgh, no selling campaign is complete
without the WBC station . . .
A'
FIRST IN THE PITTSBURGH MARKET
WESTINGHOUSE BROADCASTING COMPANY, INC.
®©
RADIO
BOSTON - WBZ+WBZA
PITTSBURGH — KDK A
CLEVELAND— KYW
FORT WAYNE WOWO
PORTLAND— KEX
TELEVISION
BOSTON— WBZ-TV
PITTSBURGH— KDKA-TV
CLEVELAND — KYW-TV
SAN FRANCISCO -KPIX
'. - '- OTHEI
KPIX REPRESENTED BY THE KATZ AGENCY. INC.
WBC STATIONS REPRESENTED BY PETERS GRIFFIN. WOODWARD
6 AUGUST 1956
93
ers go out from Woolworth headquar-
ters, in its own building in New York's
lower Manhattan, on special Wool-
north Hour letterhead stationery.
3. Every store gets in-store display
material. All radio-advertised mer-
chandise i- so noted. Every item fea-
tured on the program is highlighted on
the counters by toppers for the T-sign
normally used. And each topper bears
the legend, "as advertised on The
Woolworth Hour." This sign remains
by the advertised merchandise for four
full weeks after the date of the broad-
cast. Additional in-store display mate-
rial, such as window banners, are also
sent out from headquarters.
4. Headquarters issues a monthly
publication, Sparks from The Wool-
worth Hour, for all store managers.
The bulletin advises them about the
latest program news, gives anecdotes
about guest performers scheduled to
appear, includes "emphatic reminders
about keeping up store displays and
the special T-topper signs."
I his whole merchandising and ad-
vertising program "was radically new
to our store managers to begin with,"
says Remington, "and we have to po-
lice the program all down the line."
This "policing" actually takes the form
of double-checking and continuous
counseling.
Woolworth is in the vanguard of a
chain store revolution. It is revamp-
ing its marketing policies considerably
for two primary reasons.
The first is the trend to self-service.
The company by the end of this year
will have some 650 self-service stores
in its chain. These represent stores
which have changed over to this mar-
**Of all means of communication, none
can satisfy the mind's eye of man like
radio."
JOHN F. MEAGHER
V.p. for radio,
JSARTB
keting pattern, and new ones which
started out their variety store life in
this modern mode.
The trend in "dime store" selling has
always been to display the maximum
number of items, whether the customer
had a clerk to help her or waits on her-
self. Much of dime-store buying is
done on impulse, and this leads to the
second major objective of the com-
pany's new marketing policy.
cr^©S=i czdJ] en c=] a czd
Ride Twvitlx the
"Local Boy Makes Good" ! That's the story of
Andy Roberts, singing star on his own local show on
WTAR-TV, formerly with -such big names
as Jimmy Dorsey, Gene Krupa and
Sauter Finegan. And just recently three-
time winner on Dennis James'
"Chance of a Life Time".
Andy took the $3,000 but passed up
the engagement in Las Vegas (at
$1,000 a week) to come home
to Norfolk and continue
making his big audience
and his advertisers happy.
Won't you join them?
Andy Roberts is on
12:0512:30 P. M.(Mon;Fri.)
Avoiloble for
"Class C" participations
Write or call your Petry man
or WTAR-TV, Norfolk
CHANNEL
NORFOLK.VA.
Represented by Edward Petry X- Co., Inc.
"Our competition is almost every
store in the community," says Reming-
ton, "because we sell everything from
furniture to garden supplies. We want
to tell the public about the wide vari-
ety <>f items which we stock. We don't
think they are fully aware of the ex-
tensiveness of our lines. And we want
them to realize we have quality items
in all price lines, not just 10-cent mer-
chandise."
In a recent merchandising experi-
ment, the chain furnished a complete
college dormitory bedroom with items
from its stores to show the range of
available items. Housewares, soft
goods and home furnishings, particu-
larly, are the growing departments in
Woolworth stores.
This variety of items stocked is re-
fleeted in a rundown of some repre-
sentative suppliers which have offered
co-op advertising money to the chain
in its network radio efforts:
Buzza-Cardozo greeting cards. Fruit
o' the Loom underwear, Fisher-Price
toys, Perfect Form bras, Metalcraft
picture frames. Crown hosiery, David
Kahn for Wearever pens, Foster Grant
sun glasses, Colgate for Cutex nail
products, Buster Brown children's
wear and hosiery, Hassenfeld school
supplies, Goodman & Co. hair dress-
ing.
"We'd term this first venture in reg-
ular national advertising, and in net-
work radio, very successful," says
Remington. "It helps us all pull to-
gether more as a team, with headquar-
ters' personnel working more closely
and more effectively than ever with
our suppliers and our store managers.
Mary Bentley, in commenting on one
specific toothbrush test which was run
to determine the pulling power of ra-
dio, says "returns are coming in at a
tremendous rate and vet the offer
doesn't expire until September." * * *
DAYTIME NET TV
[Continued from page 39)
has only one addition: Super Circus,
will be back on Sunday afternoon, but
no sponsor as yet.
Nighttime: Changes and additions
combine to fill in almost the whole
scheduling picture at CBS and NBC.
At ABC, the three new additions in-
clude two show titles for times already
sold and a sponsor plus an extension
for Thursday night's "Ozark Jubilee."
\KG\s unsold times remain open.
91
SPONSOR
Tuesday at 9 p.m., Broken Arrow has
been added as the show for General
Electric. Navy Log, on CBS last sea-
son, will step into the Wednesday night
8:30 slot for the previously set spon-
sors. Ozark Jubilee will now run from
10 to 11 Thursday night with Ameri-
can Chicle taking the first half-hour
on alternate weeks. Jubilee's second
half-hour will be co-op.
Big question mark at CBS is where
the UPA cartoon series with Gerald
McBoing-Boing as master of cere-
monies will be scheduled. The most
likely spot seems to be Tuesday night
at 7:30. For now, Name that Tune is
due to continue awhile into the fall.
With McBoing-Boing set to debut in
"late fall," it now looks like Tuesday
is the only opening. Wednesday at
7:30 has been programed with Pick
The Winner for Westinghouse until
after the elections. On 7 November,
General Mills takes over with a super-
prize quiz for kids called The Giant
Step. Wednesday night also finds
Bristol-Myers joining Arthur Godfrey
at 8, filling up the sponsorship roster.
Playhouse 90 has added Bristol-Myers
and Singer Sewing Machines alternat-
ing on the 9:30 to 10 p.m. segment.
The last hour, on an alternate basis is
all that is open on the long-long drama.
Beat The Clock, which was due to
vanish after this summer, has been re-
newed for fall by its new sponsor,
Pharma-Craft, on Saturday at 7 p.m.
Steve Allen now has two sponsors
for his Sunday 8 to 9 p.m. show on
NBC. Jergens along with Brown and
Williamson will continue over. The
News Caravan has lost its long-running
advertiser; Reynolds Tobacco has
dropped its last two segments on Mon-
day and Wednesday at 7:45 p.m. NBC
has gained a sponsor on Thursday
night at 9 with P&G joining Bordens
on People's Choice. As rumored the
Jack Carson situation comedy for Fri-
day night has been cancelled before it
even started. Walter Winchell will take
the 8:30 spot with a variety show. Also
on Friday, Toni replaces Simoniz on
Big Story at 9:30 p.m.
11th Hour Notes: At CBS The Broth-
ers on Tuesday 8:30 p.m. adds P&G as
alternate sponsor. NBC announces
Noah's Ark for September debut. How-
ever, there is no evening opening in
the web's fall schedule. NBC nighttime
may be in for some late show juggling.
Switch of the Tuesday Chewy Hour
to Sunday alternating with Tv Play-
house at 9-10 p.m. is still a possibil-
ity. • • •
DAYLIGHT SAVING
(Continued from page 44)
has definite limitations in its quality.
Staying live and spilling over results
in the chaos described in our opening.
Changing to a film show can be more
expensive than budget allows; can also
result in loss of sponsor-identification.
This is merely an indication of net-
work difficulties. But time tie-ups also
play havoc with spot schedules, as any
timebuyer, station man or rep will tell
you.
There's a constant rock 'n' roll of
adjacencies throughout the country.
And when it's considered that there
are Daylight hamlets in Standard
states; that there are Standard cities
in Daylight states — one comes to the
conclusion that spot show and an-
nouncement schedules face possible
peril. A not-too-well placed series of
commercials can result in rating drops
Hence, more expense for the advertiser.
Since announcement of video tape,
however, the thought has been: "Will
the changeover this October be the last
clinker in the Daylight Savings mud-
dle?"
Ampex demonstrated its Videotape
Recorder for the first time on 14 April
1956 before CBS TV affiliates, meeting
on the eve of the NARTB Convention
in Chicago. The affiliates were told
CBS had purchased the first three
"prototype" units for delivery in Au-
gust at $75,000 each.
NBC TV followed suit, quickly or-
dering three prototype units, also for
delivery this month.
Ampex took orders as well for 72
production-line models at $45-50,000
each, with expected delivery date
February 1957. In five days, the com-
pany had over $4,000,000 in orders on
its books. (See "Videotape: how it
will revolutionize programing," 30
April 1956, page 30.)
Although none of the networks will
receive the prototype units in time to
overcome the muddle, two look for-
ward to delivery of the units momen-
tarily.
ABC TV has been the only net to
hold out. They maintain that since
delivery cannot be in time to solve
this year's dilemma, it's best to wait
and see how the product develops.
Perhaps an even more significant
[actor has prevented the network from
entering an order for video tape. Frank
Mar\. v.p. in charge of engineering
and general services at ABC, reports
that investment in a bank of high-
quality film recorders earlier in '56
was substantial; that, for this year at
least, ABC is satisfied with its per-
formance in alleviating the Daylight
Time burden.
"The 35 mm. high-quality film re-
corder in Chicago also allows us to
make prints for distribution to stations
for delayed program playing," says
Marx.
The film recorder picks up live, net-
work-originated shows from New York,
then feeds them to other ABC outlets.
In addition, the network has facilities
for "hot kines" on the West coast.
For CBS TV, first investor in video
tape, the scene looks promising for
the '57 season — but not before.
"In the first place," William Lodge,
v.p. in charge of engineering for CBS,
told sponsor, "we probably won't re-
Young Texan to old man :
"Gee, Dad, I'm sorry ... I just
messed up a Cadillac . . . one
of the white ones."
KGNC AM & TV
Amarillo
NBC • Reps: The Katz Agency
6 AUGUST 1956
95
ceive tin- prototypes until earl) Sep-
tember. And secondly, it takes more
than < > 1 1 r first three machines to feed
all the stations that remain on Stan-
dard Time throughoul the summer or
even those who go Standard while New
^ ork remains on DST."
Although plans are not definite,
Lodge says that a video tape recorder
ma\ le used on the West coast instead
of the hot kine. But to date '"there
are no startlingl) different provisions
for the other time zones."
NBC TV's v.p. in charge of research
and development. Hugh Beville, re-
affirms the points made by Lodge: "I
don t think \mpex can deliver in suf-
ficient quantity for another year. Un-
til then, we can't plan on using these
tape recorders to solve any time zone
differential.'" Delayed telecasts of kines
will continue this season. Beyille con-
clude-.
Another executive at that network
although one who prefers to remain
anonymous — has told sponsor: "We're
struggling like mad to solve this whole
Daylight Saving problem. This year,
o1 course, we re following methods
used in the past. However, we hope
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that the use of the three video tape
recorders we've ordered will provide
enough practice for us to partially
conquer the problem next year."'
He goes on to say. "I say that it will
onlj partially conquer the problem be-
cause video tape at present is only
available in black-and-white. As you
know, next year's \BC TV schedule
aims for one color show per evening.
"In order to straighten out that as-
pect of the matter, RCA is still work-
ing here on its own video tape re-
corder, with the additional facet of
color. Maybe were being optimistic;
but we think we can come up with the
solution b\ the time the next Daylight
Saving tangle arrives."
And in his words, it seems that the
nets are "optimistic." Although they
haven't solved the problem, all three
look to a smooth time of it next sum-
mer, hoping that video tape proves it-
self in pre-DST performance. * * *
TV SET COUNT
(Continued from page M I
agencies feel the ARF and the five un-
derwriters did the best job possible,
taking into account the budget pro-
\ided and the fact that a statistical
breakdown rather than a field study
was used to develop the county figures.
5. It looks like the March 1956 fig-
ures will have wider acceptance among
both agencies and stations than the
June 1955 figures. The reason for this
goes to the heart of the technique and
sources used by ARF to come up with
its county estimates. This bears some
background explanation:
Both sets of figures involve the
statistical combination of a Census Bu-
reau national sampling with indepen-
dent count) estimates. In the case of
the June data the independent county
estimates came from NBC and Tele-
vision magazine. \\ bile the Census Bu-
reau figures could not be used for get-
ting count] data I its sample covered
onh 150 of the 3,000-odd I .S. coun-
ties), the independent county estimates
were of unknown reliability. (As a
matter of fact, the NBC I .S. total came
to about 2 million higher than the Cen-
sus study, while Television's figures
were more than 5 million higher. I
However, l>\ putting the two through a
statistical hopper it was felt that some-
thing worth while would come out. It
was agreed that the count) figures
should be so calculated as to add up
9G
SPONSOR
to the Census Bureau regional total*.
In other words, the Census Bureau fig-
ures set an overall ceiling to the set
count while the independent estimates
helped provide the relationship among
the county saturation levels. B\ match-
ing the two sets of figures, ARF statis-
tician Lillian Madow was able to de-
velop equations reflecting the closeness
of the "fit."
Because of the known reliability of
the Census Bureau material, Mrs. Ma-
dow was able also to calculate the
standard error for the percentage of
tv saturation figured out for each
county. Thus, in publishing the coun-
ty data — which the ARF frankly de-
scribes as an "interim solution" to the
tv set count — the association provides
a measure of how precise the statisti-
cal calculations are.
The question that naturally arises
is: Are the figures precise enough to
be usable? There is no formula for
answering that question. Each user of
ARF data must decide that for him-
self. A number of agencies feel, how-
ever, that the standard errors for coun-
ties with low saturation (where infor-
mation is needed most) is too high.
Whether March 1956 figures will be
any more precise is not known at this
time. But the agencies are looking
forward to it for one important reason.
This time the independent estimates
are coming from A. C. Nielsen Co.
field work for Nielsen Coverage Serv-
ice No. 2. The way most agencies look
at it, there is a possibility of greater
accuracy than in the first ARF county
estimates since the ARF will now be
dealing with two field studies (Census
Bureau and Nielsen ) rather than one.
In addition, the agencies which are
subscribing to NCS No. 2 will be get-
ting ARF figures in their reports, so
NCS subscribers are naturally inter-
ested in the ARF figures.
The agencies are also happy with
the fact that the second ARF county
figures will not be as late as the first.
The county saturation percentages are
based on a Census Bureau study of
February and Nielsen field work dur-
ing March and April. The percentages
will be applied to household figures
derived from a Census sampling dur-
ing March. Since the county estimates
will be out sometime in September,
agencies can figure on data with a
lapse no greater than seven months.
This is four months faster than the first
set of ARF county estimates.
The greater speed with which the
second set of county estimates will !»•
released is due to the following rea-
-nil-: \| the time the first Census liii-
reau sampling was made, tin- under-
writers had not decided to sponsor a
set of county estimates. \\ hen the de-
cision was made, it was decided to use
NBC figures alone for the independent
county estimates and Mrs. Madow went
ahead making her calculations. Pres-
sure was then put on to include Tele-
vision magazine figures and some of
the calculations had to be done over.
Finally, the ARF is putting every
effort into bringing out its second set
..I i ountj estimates is fast as possible.
N ielsen pi i sonnel and I BM equipment,
which also bore the burden <>f pro i
ing Ml S 'lii. i. worked seven daj - ;i
week, 2 I hours a da) to turn out the
• ountj figures .mil Mrs. Madow put in
long hours in Chicago supen ising the
processing. She received tin' first run
23 July. Checking the figures i mi-
takes can come out of machines, too)
followed. All that remains now i> ap-
proval b\ the AHF Technical Commit-
tee and Board of Directors of the texl
of the report and the printing. It i-
possible that the figures will be out
*f"^ UeumaH\bip with that
LOUISVILLE'S
WAVE-TV
CHANNEL 3
FIRST IN KENTUCKY
Affiliated with NBC
|niic|spot sales
Exclusive National Representative*
KENTUCKY FLAIR!
The charming young lady above has good reason
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the Shelby Tobacco Festival — one of Kentucky's
most colorful annual festivals . . .
Here's proof that in a State that's famed for
showmanship, Kentuckians tune to WAVE-TV
for the finest in television showmanship:
PROGRAMMING: Two 1956 Surveys* show thai
WAVE-TV gets audience preference!
COVERAGE: Because of low Channel J, lull power
and greater tower height (914' above
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counties with a population of almost
2V2 million people.
EXPERIENCE: WAVE-TV was first on the air in
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the know-how to help make your com-
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Let NBC Spot Sales give you all the f.uis!
*ARB Louisville. Feb., 1956
•Metropolitan AKli. March. 1956
6 AUGUST 1956
97
OUT FRONT..
KSL'TV has 7 of the top
10. .. 10 of the top 15 . . .
1 5 of the top 20 shows . . .
plus 3 times more weekday
"quarter hour wins"
than the 2 other
competing stations.
And your sales will
stay out front with
KSfwTV in the Mountain West.
56 ARB
%SL-TV
/ Salt Lake City
Serving 39 counties in 4 Western Stoles
Represented by CBS-TV Spot Soles
before the end of the month hut a Sep-
temlif i i !( ase is more likely.
To say that agencies are 100% satis-
fied w ith this schedule would he
-I niching a point. Despite the fact
thai t\ home growth is slower than
during l\ - earlier years (particularly
1953 and 1954 I, it is still fast enough
to require up-to-date data and a six-
month lapse i- m>| considered up-to-
date. The agencies are not interested
iti the complete saturation picture.
They are satisfied with the available
di i i "ii the inner portions of the large
metropolitan areas hut the outside
areas, the areas with new stations, the
areas with low saturation are still
growing fast enough to require the
agencies to keep on top of the situa-
tion.
This year's Census Bureau sampling
(the Bureau calls them February-
March figures I showed a growth from
32 to 35 million tv homes since June
1955, an increase in saturation from
67 to 73%. The growth, of course,
was not e\ en.
While saturation inside metropoli-
tan areas increased from 78.3 to
81.7% the growth outside metropoli-
tan areas went from 49.7 to 58.7%.
Regional growth varied, too. While the
increase in the Northeast was slight
(79.7 to 82.0%o) the West showed a
greater hike in saturation (62.1 to
66.0%) and the North Central and
South went up considerably (71.8 to
78.5% and 53.2 to 61.5%, respective-
ly). Finally, rural farm areas in-
creased 10 per centage points in tv
households, rural non-farm increased
seven percentage points and all urban
areas increased four percentage points.
While the time it takes to bring out
the ARF's second county estimates will
be less than it took for the first esti-
mates there are some admen and
broadcasters who would like to see the
figures up-dated, that is, they would
like the ARF to bring out September
1956 county figures. Aside from the
factor of up-to-date information, an-
other reason cited for up-dating is the
feeling that the usefulness of ARF fig-
ures as a single widely-accepted source
of information would be weakened un-
less up-dated figures are provided. The
reasoning here is the variety of up-
dated figures that followed the first set
of Al!l county figures left the indus-
h\ in much the same position as be-
fore: bedeviled with different couni\
figures because of the different meth-
ods used Foi updating, i It is true, how-
ever, that the differences are less than
before since many of the updating ef-
forts were based on the same ARF
benchmark.)
The question of projecting growth
curves from the ARF county data was
broached among the underwriters but
rejected. One of the underwriters still
feels it should have been done. Some
of reasons why it wasn't were ex-
plained by a research executive close
to the ARF:
'"It's a dangerous job statistically,"
he said. "There are a million and one
factors that have to be taken into ac-
count. You can choose onlv a few of
them but you're bound to miss the
mark by a wide margin if you do.
^ ou have to take into account the date
-tat ions came on the air. changes in
power, changes in network affiliation,
uhf vs. vhf factors, the distance of the
market from important nearby metro-
politan areas, the rate of growth in t\
saturation in the past, set shipment- in
the area and so forth. It would be
easier to do if you have four or five
county estimates to use as benchmarks
but \ou couldn't do it well with one
stud) and you couldn't do it much bet-
ter with two."
The underwriters are sponsoring a
third national study by the Census Bu-
reau, to be made in August. There
has been no decision on whether coun-
ty estimates will be made from this
study. At this writing, it doesn't look
like there will be. The underwriter
who wanted growth curve projections
on the previous county estimates is un-
derstood to be reluctant to pay for a
third breakdown without such projec-
tions but this attitude has not been
firmed into official poli<\.
\\ ill there be a third set of count]
estimates? Where will the industry be
getting its fiaures on where the tv sets
are located if the present underwriters
give up paying for county figures?
\\ ill the industry continue wanting
these detailed breakdowns in the face
of the inevitable slowing down in t\
home growth as saturation approaches
100%?
The question of a third set of counts
figures depends, first, on whether the
underwriters want to Ia\ out the
money. So far, they have put up about
v '.">. 000 among them, a considerable
amount of nione\ for figures whose
acceptance, at this writing, still leaves
something to be desired. Second, there
is the question of what figures would
be used as the independent county esti-
rS
SPONSOR
mates to be combined with the Census
Bureau data. NCS fitted nicely into
the plans for the ARF's second set of
county estimates but there will be no
new Nielsen figures available in Au-
gust. NBC, in the words of a network
executive, "has gone out of the circu-
lation business," and its county esti-
mates are onlv for internal use and
discussion with clients. Furthermore,
NBC, as well as Television magazine,
has used the first set of ARF county
estimates as a base for updating and
there is some question of whether it
would be a good idea for ARF to use
its own previous estimates to develop
new ones. "Its like digging in your
own back van!."' a research executive
said. There is also some question
about the accuracy of county set ship-
ment figures released by the Radio-
Electronic - Television Manufacturers
Assn., though these figures are widely
used by networks, stations, agencies
and trade publications in up-dating tv
set data.
If the underwriters stop sponsoring:
county estimates, the business will have
to wait and see what comes out of the
NARTB's experimentation with its cir-
culation study. Last reports were that
this plan for a continuing study of tv
circulation would bear fruit in 1957.
There are also pos«-iliii it i«-> that Niel-
sen or ARB will undertake coverage
studies out of which came tv homes
estimates. But this is looking for-
ward a year or two — or even longer.
\\ bile it is true that pressure for de-
tailed tv home figures will lessen as
they approach the saturation level,
there is still no sign of a let-up in de-
mand for accurate data from the buy-
ers of tv time. With more than a bil-
lion bucks in ad money involved, the
agencies must have the facts. * * *
LONG LOOK AT 15%
{Continued from page 28)
Q. Don't the added services which
agencies provide today keep agency
profits down and satisfy the advertiser
that he is getting the maximum from
his agency?
A. There is no question but that the
services provided by agencies today
are deeply respected by virtually all
clients. And they are recognized by
virtually all clients. And they are
recognized as costly.
But these services have been added
rapidly. Moreover, they have not al-
ways been added at the direct instiga-
tion ol the individual clienl but as pari
of the pa< kage the a ncj decides it
should provide (1) to do a more
thorough job; (2) to bring itself more
intimatel) into the basic marketing
bit of its clients; (3) to keep comp
tive with other agencies. (See SPONSOR
series on the "Agen<\ in Transition,
28 November 1955 through 9 Januarv
L956.)
Even if the question of compensation
were not involved, the indications are
that many clients at this point in the
development of advertising agencies
would want to -il down with their
agencies and pause to evaluate the ser-
vices which have been extended to
them. If advertising agencies are evolv-
ing as '"marketing" agencies, there are
main clients who would like to shape
that evolution along lines which are
most meaningful to them.
The whole question of expanding
agency services intertwines with the
question of agency compensation in
yel another way. Those advertisers
who want to throw open the question
of agency compensation state that one
reason for a reexamination is the
change which has taken place in the
relationship between agencies and ad-
vertisers. And it is the added agency
services which are both a symptom of
If you're lookin'
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IN SAN DIEGO IT'S
REPRESENTED BY PETRY
W rather- Alvarez Bdcstg., Inc., San Diego 1, Calif.
6 AUGUST 1956
99
that change and its immediate result.
III.- changing relationship between
advertisers and their agencies was pul
forcefully before members of the 1 \ s
in a closed session this spring b\ Ed-
win II. I'.bel. advertising and consumer
relations vice president of General
Foods and chairman of the \\ \ board
cif directors. Said Ebel :
\ i cat transition has taken place
in agenc) service. The idea of a con-
fidential partnership is spreading. The
agenc) instead of being a vendor for
the publisher is now a confidential
advisor to the manufacturer, with ac-
cess to his sales figures, profit figures
and future plans. This is a relation-
ship between agenc) and advertiser —
not agent \ and media. Hence it strikes
some advertisers thai while the agency
had made ureal advancements and has
turned completely about in the concept
of whom it serves — the present com-
pensation system has not been changed
to meet these new conditions, and it's
time all concerned took a good look
at it."
{}. Hon widespread is the sentiment
among advertisers for examination of
the agency compensation system?
A. If you were to make a careful sur-
\ e\ among all national advertisers and
were successful in getting a frank ex-
position of their views, the number
uhd activeb want a reappraisal of
agency compensation would probably
be small. But SPONSOR believes on the
basis of having spoken privately over
the past few months to dozens of ad-
vertising managers that the billings ac-
counted for 1>\ the advertisers who
want reappraisal would be far out of
proportion to their numbers. In other
words, it is often the very large adver-
tiser who i- most interested in opening
the question.
It's apparent that if there were not
a considerable body of advertisers who
feel this way, that the ANA would not
be taking the active role it has on the
i — ue. And sentiment for reappraisal
is not confined to the largest advertis-
ers. Some medium-budget clients were
particularly outspoken in telling spon-
sor that their managements have al-
ways questioned the validity of a re-
lationship in which the agencx "s in-
come grows in relation to the size of
the appropriation.
Rut it's the decisions which the
blue-chip accounts make individually
which will have the biggest influence
on advertisers, many admen believe.
A/OtV EVEN MORE THAN EVER
Stoc6to*t'4 'Ttttet *&i4te*ted fo Station,
HOOPER RAD/O AUDIENCE INDEX
STOCKTON, CALIF.
JANUARY- MARCH, 1956
MONDAY THRU FRIDAY
7:00 A.M. -12:00 NOON
RADIO
SETS
IN USE
C
N
KSTN
A
M
OTHER
AM & FM
SAMPLE
SIZE
]>.8
17.9
lf.2
47.2
13.0
9.3
S.h
9,707
MONDAY THRU FRIDAY
12:00 N00N-6:00 P.M.
RADIO
SETS
IN USE
c >
r\\
KSTN
A
M
OTHER
AM & FM
SAMPLE
SIZE
10. (^
20.7
7.3
35.0
15.1
9.5
12 >
12,026
Spring 1956 Hooperatings
show KSTN increases dominance
of Stockton Radio Audience.
*America's 92nd Market
Tttu&ic • 7tew4 • lpenA04uUitie4,
Represented by Hollingbery
A inure definitive picture of just who
among advertisers seek a reappraisal
of tbe aiii'iirv compensation system
may emerge if the ANA committee on
agency compensation methods makes
public results of a survej among A\ \
members it plans to conduct later thi<
summer.
Cj. Who are the members of the ANA
committee on compensation methods?
A. Chairman is John B. McLaughlin.
Kraft Foods. Members are: C. J.
Coward, General Electric; Donald S
Frost, Bristol-Myers; E. G. Gerbic,
Johnson & Johnson; J. Ward Maurer.
\\ i Id root; George E. Mosley, Seagram-
Distillers: Kdward \. Kotliman. Ford
Motor; Paul II. Willis, Carnation;
Henry Schachte. Lever Bros.; William
Brooks Smith, Thomas J. Lipton;
Ralph Winslow, Koppers Co.
The committee includes some of the
most active members of the AN \. sev-
eral of whom are past ANA board
chairmen. Nine of the 11 committee
members are important television ad-
vertisers.
Q. Is the intent of the committee to
find ways of reducing advertising
agency compensation?
A. Frederic R. Gamble, president of
the 4A's, seems to feel this is the ob-
jective. In a statement this spring
shortly after speeches by John Mc-
Laughlin and Donald Frost at the ANA
West Coast meeting, he said: "Several
advertiser speakers have recently re-
ferred to the settlements [consent de-
crees] as a 'reason' for raising the sub-
ject of agency compensation. Then
"I've been thinking — wouldn't I do
better over KRIZ Phoenix?"
100
SPONSOR
your eyes on this market
the greater Wheeling market
The booming Greater Wheeling marker, comprised of a mil-
lion and a half people with a combined spendable income of
TWO BILLION DOLLARS, is one of the most rapidly expand-
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312,400 TV homes, has kept pace with the march of progress.
Every accredited method of audience measurement indicates
WTRF-TV is by far the most popular TV station in this impor-
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v'a station worth watching''
wtrf tv
Wheeling 7, West Virginia
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For availabilities, call Hollingbery
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Wheeling 1177.
Reaching a market that's reaching &«*!
6 AUGUST 1956
NBC
HR 316,000 watts
|S Equipped tor network color
"I
I*
H new importance!
101
SOUTHWEST VIRGINIA'S PlOSie&l RADIO STATION
THE ONE THEY
LISTEN TO
MOST...
...IS THE
ONE TO BUY I
In Roanoke and Western Virginia — that's WDBJ!
Your Peters, Griffin, Woodward "Colonel"
has the whole wonderful story!
mB&hadlfr
. . : . '
■ ■; . ... .■ ■.■ ;- :::-:: :■ ■:■:.-. ;. :: : .
AM 960 KC
m 94*9 mc
Owned and Operated by HMtS-WORLD CORPORATION
PETERS, GRIFFIN, WOODWARD, INC., National Represent at i'vcs
is no need for them to do this, othei
than that they wish to do so.
"They have stated that a numher of
advertisers wish to determine the com-
pensation of their agencies. Since each
advertiser can increase his agen< \ -
compensation any time he wishes, their
only point must be the wish t" reduc<
it.""
Making the ANA agencj compensa-
tion committee's first public statement
shortly thereafter, John McLaughlin
said it was not the spirit or intent of
the committee to seek reduction in
agencv compensation.
Q. Then why study agency compen-
sation?
A. What McLaughlin and other AN \
members have indicated the) wish i-
to take each agency service separateb
and studv it in relation to what it costs
and the needs of advertisers. Said M<
Laughlin in the same statement: ". . .
while advertisers feel that agenc)
compensation, generally speaking, has
not been excessive, they are at the
same time well aware that there are
inevitabl) situations in relation to spe-
cific services in which a 15' e com-
mission can represent either excessive
compensation or, on the other hand,
insufficient compensation. '
Q. Wliat difference does it make to
the advertiser that some services re-
ceive a higher rate of compensation
than others if an equitable balance is
struck?
A. This question gets at the heart of
the difference in point of view betw
most agencies and those advertisers
who want to appraise the commission
system. These advertisers contend that
every penny of the 15% commission
is their mone\ being spent for them h\
their agencies. Thev want to know
where it goes, what it buys and be in
a position to appraise whether or not
they would allocate the funds in this
manner if the) were spending thesi
sums directly rather than through th(
agem \ .
Agenc) executives, on the other
hand, have said over and over ag
to SPONSOR that in am sound agency-
client relationship a fair balance of ser-
\ iocs \-. costs and profit is inevitabl)
a< hicxed. Moreover, agencies feel that
it would he extremeh difficult to put a
yardstick on creative services.
It's al this point that the question
102
SPONSOR
A. C. NIELSEN* makes WINN FIRST IN
LOUISVILLE
after only 90 days under NEW
ownership and management
WINN leads all Louisville Stations during
the important 3 to 6 p.m. period - never lower
than 3rd place all day and night!
The magic touch of Louisville's four great
radio personalities on WINN produced this
spectacular rise— JOHNNY MARTIN, BILL
GERSON, JOE COX and PAT O'NAN.
Plus the most imaginative merchandising,
the most dynamic promotions, the most crea-
tive programs ever produced or seen in Louis-
ville.
WINN is Louisville's only -24-hour-a-day
station, and in busy, booming Louisville 119
manufacturing plants work shifts all night
long — pipe in WINN's exciting new pro-
gramming for workers on the job!
40,000
Louisville Homes for only
$8.00 on WINN
172,800
Louisville Homes for only
$40.00 weekly on WINN
Actual homes listening
BUY
WINN
TO SELL
LOUISVILLE
•March 1956
GLEN HARMON, Gen. Mgr.
FORJOE & CO., National Representative
Associated with WALT Tampa —
WMFJ Daytona Beach
6 AUGUST 1956
103
HIGHER
RATINGS
Feb. 1956 ARB Shreveport Area
Survey
LEADING in 221 2
morning quarter hours.
LEADING in 4514
afternoon quarter hours.
LEADING in 51
nighttime quarter hours.
GREATER
COVERAGE
KTBS-TV Channel 3, Shreveport,
Louisiana, covers 44 counties in
Louisiana, east Texas and south
Arkansas. Population 1,351,700; set
count 249,895.
MORE
VIEWERS
PER DOLLAR
55% of the viewing audience from
sign-on time to 12 noon. 82% of the
weekday afternoon audience.
72% of the nighttime NBC audi-
ence in the Shreveport area.
MAXIMUM POWER
KTBS-7I/
CHANNEL
SHREVEPORT
LOUISIANA
E. NEWTON WRAY, President & Gen. Mgr.
NBC and ABC
Represented by
Edward Petry & Co., Inc.
of whether an agencj is "spending the
client s money" or operating on a com-
mission "allowed" 1>\ media becomes
more than a matter of academic termi-
nology .
In practice media do provide the
IV. commission. But advertisers who
want to appraise the commission sys-
tem insist agencies are working for
them, not media. Said Donald Frost
of Bristol-Myers in his West Coast
\\ \ speech: "As far as we're con-
cerned, our agencies are working with
and for the Bristol-Myers Co. — and if
that point isn't clear to them by now.
let (hem go work for the media, and
we II get ourselves another agenc\ that
we 11 be damned sure is working for
us.''
(,). Does this line of reasoning sug-
gest thai advertisers should have the
right to buy media direct?
A. In his talk to the 4A's this spring.
Ed Ebel put it this way: "Main, if
not all. advertisers feel that the right
to buy directly from media at net rates
should not be foreclosed. Instead thev
want to be in a position to compensate
the agency directly and properlv—
thereby achieving a sound and mu-
tually beneficial client-agency relation-
ship."
Q. Are media likely to change their
policies and allow advertisers to buy
at net prices?
A. The question is premature It will
take many months if not years before
advertisers exploring agency compen-
sation reach a conclusion as to whether
the) want to change the system — and
il so. how. I nt il then media are in no
position to judge what they would do.
Thus far. certainly, no major medium
has shown any intention to be affected
l.v the consent decrees or the current
questioning altitude of advertisers.
O. // htii happens if advertisers de-
cide /In-) wish to change the system of
agency compensation l>ut media refuse
to change?
\. Main whom SPONSOR has spoken
to ovei recenl months believe media
would indeed be e\liemel\ slow to
change practices which have been tra-
ditional for decades. Bui admen point
out that changes in the amount of
agenc) compensation can be accom-
plished within the framework of the
present agencv compensation system.
Q. Does this imply rebates would l><
the route used to reduce compensation?
A. No. It is extremely unlikely that
reputable advertisers would seek direct
cash rebates in violation of the basis
on which individual media are sold
through agencies. However, if adver-
tisers and agencies agreed some ad-
justment was called for. agencies could
add additional uncompensated services.
Actually, it is by no means clear that
the eventual outcome of advertiser-
agency discussions will be a reduction
in over-all agency compensation.
Q. Do the air media follow the same
practices in granting commissions as
the print media?
A. Where the cost ol time is con-
cerned, they do (although the NARTB
never acted to establish a recommend-
ed industry pattern, hence was not in-
\ol\ed in the recent anti-trust action).
But talent costs are another matter.
NBC TV, for example, prefers to quote
the cost of programs on a net basis al-
though it will quote a c< nissionable
price if the agencv wishes it. CBS TV
more often quotes programs at a com-
missionable price but has also quoted
net juices. In spot, talent prices are
sometimes quoted on a commission-
able basis, sometimes at net.
This means that if advertisers and
agencies were to agree to reduce com-
missions on television talent costs or
compensate agencies on a new basis,
there would not be the long-established
media machinery standing in the wa\
which prevails in the case of commis-
sions on space and time.
Q, // hat are the lanes acting to pre-
vent a change in the status quo?
\. ()| great importance is the atti-
tude of agencies themselves. Adver-
tisers respect iheii agencies more deep-
lv todav than at anv time in the his-
lorj of the agein v business, SPONSOR
believes. II agencies remain steadfast
in their opposition to change in the
compensation system, sponsor's con-
< lusion is that advertisers will hesitate
to force the issue h'~ probable thai
advertisers who decide on changes will
literallv seek to sell their agencies on
the values to them of the changes.
The sheer length of time it takes to
104
SPONSOR
thoroughly explore issues as complex
as these will he another factor making
for retention of the status quo. Even
among companies where the adver-
tising executives want to explore
changes, SPONSOR was told a number <>l
times "we're just too bus) to take time
out and explore the possibilities.
(For this reason activities of those
who are known to be actively explor-
ing the question take on added signifi-
cance. If a few break the ground and
show others a way to reach a decision,
the possibility for change will be great-
er. For a step-by-step account of how
Bristol-Myers will explore advertising
agencj compensation, see page 29.)
Perhaps the greatest force for main-
taining the status quo, many adver-
tisers told SPONSOR, is that it has work-
ed. A statement by one advertising
manager stands out as representative of
this school of thought:
"The agency business has attracted
to it a great pool of creative talent. It
Bristol-Myers and other companies
would not have been able to do this
without the financial incentives it pro-
vides. I would not want to risk sacri-
ficing the opportunity to use this kind
of talent in selling our product."
\\ hether advertisers will in the final
analysis decide to leave the commission
system basically unchanged or whether
important modifications will evolve is
certainly in doubt at this point. And
clues as to which way the tide will
turn are months if not years off. It's
certain that no matter what happens
the process will be evolutionary and
orderb — not revolutionary. * * *
"This reminds me — KRIZ Phoenix
was advertising some beautiful form-
fitting bathing suits."
BRIDEY APPLEBAUM
{Continued from page
Great God Klein realh rated for sure.
"Shhhli ! She silem ed me and re-
sumed her conversation with Klein.
"Yes, sir. that's righl sir." she said,
"'what with the a.e. awa\ on vacation,
1 get some of his calls regarding ba-
tion stuys — I mean station buys. No
sir. I in not nervous. Yes indeed, sir,
I'm Kill' ! loyal to Old Dog Tray Pup-
pv Biskies. Oh yes. sir, I use Old
Dog Tray Puppy Biskies every da\ .
Hows that, sir? Er, no, I don't have
a dog. But if you think I should, I'll
go out and buy one right away, sir.
Yes, sir, a big dog — one with a big
appetite for Puppy Biskies. A wolf-
bound, maybe? You bet, I'm on your
team, sir! And don't you worry about
those little rating drops you've been
bearing about. No, sir, there simply
couldn't be such a thing as a minus
rating. Somebody goofed at Trendex.
Yes, sir, I'll tell the a.e. And now I'm
on my way to see a man about that
dog. G'byeeee."
This time Bridev put dow n the phone
as gingerly as a herpetologist return-
ing Roscoe the Rattlesnake to his cage.
Perspiration beaded her unattractive
little forehead.
"What a life!" she sighed.
Whatever life I had carried her back
to, it wasn't a hilariously happy one,
I gathered. My problem: to find out
exactly what life it was. The business
with the telephone was revising my
theories about the Druid priestess.
"Tell me, Bridev." I said, "where
are you now?"
"I'm at a desk."
That did it. Desks and telephones
ruled out a pagan era. The big bridge
was shorter than I'd thought.
"It's not a school desk, is it?" I
asked.
"Huh uh. It's bigger than a school
desk. And shinier."
"Then it must be an office desk. Do
you work in an office?"
"It's an agency. Its high up in the
air. It overlooks a street they call . . .
er, let me see . . . thev call it Madison
Avenue."
"And from high up in your agency,
you can look down on Madison Ave?
"No," Bridev said sadly. "I don't
rate a window yet."
"I see. And do you know the name
of the agency?"
"GB&G. That's Galwav. Bav S
COVERAGE!
^c«u nui»t use the most /'Oil ER.
FlIL Station in Northeastern Penn-
sylvania's ltich 17 Count} Area
to really rover the market.
•k WILK-TV Reaches better than
85% of the 314,984 sets in its cov-
erage area.
X WILH.-1 r Rei i.iii-
munity cable subscribers than any
other station in the Wilkes Ba
Scranton Area!
T*r trlLK-Mr Provides clearer
"line-of-sight" to all important sur-
rounding population centers than
any other Station in the area!
k tr ILk-l V Carries your mes-
sage from Reading to Ni » tfork
State from the Lockhaven- Williams-
port Area to New Jersey !
GET THE FACTS!
1,000,000 WATTS
Wilkes-Barre
Scranton
Call Avery-Knodel, Inc.
another
FIRST
in Montana
KGVO-TV
Missoula, Montana is
programing LIVE via
micro-wave.
This Assures Even
MORE
Loyal Viewers
•
Your Best Buy Will
MAGNIFY YOUR SALES
IN THIS STABLE Population 145.700
Families 47.900
E.B.I. S212.747.000
MARKET
•
University City
•
Rich Lumbering and
Agricultural Area
6 AUGUST 1956
105
Grommet. We bill eight million."
"Now then, Bridey, what's on your
desk besides the phone?"
"\\ til. most!) sifts and stuff from
reps and stations. There's a personal-
ized ball-point pen. 14 ashtrays with
call letters on them, and a metal beer
opener inscribed with: WEAK-TV
opens new markets. I got most of
them last Christmas along with four
lace hankies, a bottle of zinfandel and
a pair of nvlon panties embroidered
with the words: STEP l\ AND GO
PLACES Willi WALTER, YOUR
FRIENDLY REP.""
"\\ ill. well, wasn't that nice of Wal-
ter," I remarked.
"Let me tell you about Walter, the
friendly rep," Bridey said bitterly.
"He's the jerk that went over m\ head
to the account exec and said I ought
to be buying cemetery lots instead of
time. That's how friendly he is!"
"Are there other people at d<-k<
near you, Bridey? '
"Uh huh."
"Other timebuyers?"
"Uh huh."
CO
00
O
o
o
©
■
0=
LU
Q.
H-
CO
O
r-
to 3
o
lowest
cost-per-thousand
in
Columbus, Ohio
mm
cost-per-1000
is 49% lower
than closest rival
VWKO
delivers 5.4
average between
8 am and 5 pm
Pulse: Doc. -Jon. '56
l/VVKO
Columbus, Ohio
Us* the slide-rule
and call Forjoe
"Will you tell me who they are,
Bridey?"
'"Well, over there's Willard Strudel.
What a rara avis! I mean, he's a real
nut! Strictly a cost-per-thousand
buyer."
"Any others?" I pursued.
"Uh huh. That character over there
with the false eyelashes and the
false—"
"Bride) .'""
"Well, why not be truthful about it?
Hortense, the charm school kid — toast
of the visiting station managers!
Hasn't bought her own lunch or din-
ner in a month of Sundays. And what's
more, gets nothing but slots with 20-
or-better ratings!"
"One more question. Bride\
"I'm afraid I've given you all the
lime I can spare," she said. "Eve got
to get cracking on this .5 mv. contour
map. Got a little coverage hole out
in Kansas I gotta fill."
"Please, Bridey, just one more ques-
tion. How far back in time have I
taken you?"
"How far back?" Bridey looked
puzzled. "You didn't take me back at
all. I went sideways.
Sideways! My subject had simply
slipped sidewa\s in time and entered
for this brief spell the soul of some
contemporary who happens to work in
an agency. There hadn't been any big
bridge at all!
"Snap out of it, Bridey." I said, put-
ting down my lantern and turning off
the tape recorder. "You are no longer
Bride\ Applebaum, time-buyer. Be
your rustic little self again. Trance-
time is over."
She came out of it in a trice.
"How do you feel. Estrellda?" I
asked.
"I could have tranced all night," she
said. "()nl\ now Ed better go outen
them lights in the chicken coop before
them hens lav themselves silly."
So ended the great experiment. The
disappointmenl of not quite crossing
the bridge coupled with the sense of
bafflement that Bridey's conversation
had left me with, threw me into a
parapsychotic state that lasted for more
ill, in a month. Which happens to be
longer than Sam l'o\ will hold -hiit-
for his laundry customers.
Mesmerically speaking, that's how a
timebuver lost me m\ shirt. * * *
KASH-BOX
Iackpot station
&
#*
»
/] Over 54,000.00 in KASH
won by WVET listeners
in two months. ..the
LARGEST give-away ever
promoted by a local sta-
tion! Ten thousand label-
endorsed entries in three
months! Your clients, too,
can cash in on WVET in
the rich Rochester-West-
ern New York market.
5000 WATTS
IN ROCHESTER, N. Y.
Represented Nationally by
THE BOLLING COMPANY
BMI
"Milestones" for
September
BMI's series of program
continuities, entitled "Mile-
stones.*' focuses the spot-
light on important events
and problems which have
shaped the American scene.
September's release fea-
tures four complete half-
hour shows — ready for
immediate use — smooth,
well written scripts for a
variety of uses.
"V-J DAY"
September 2. 1956
•A RIGHT ROYAL REBEL"
i Queen Elizabeth)
Born September 7, 1533
"CONSTITUTION DAY'
September 17, 1787
"IUVENILE!'
September 22, 1956
.•MUertone." i- available fo
commercial ipontowMp — ""'
local -tali.."- for .UlaiU.
BROADCAST MUSIC, INC.
NEW YORK • CHICAGO • HOLLYWOOD
TORONTO • MONTREAL
106
SPONSOR
WHTN-TV ADVERTISERS' INDEX
CHANNEL 13
IT'S A SELLER'S MARKET,
but we can give you
the BIGGEST BUY yet!
TIME: Now, while we're still new . . .
with rates set to offer low cost per im-
pression . . . choice availabilities are
still open.
PLACE: Huntington — Ashland — Charles-
ton and Portsmouth Markets. The rich,
prosperous, tri-state area of more than
1,250,000 population conservatively meas-
ured from mail responses.
SCENE: WHTN-TV with the largest trans-
mitting antenna in the world . . . 316,000
watts of power for maximum effective
coverage ... a built-in audience of more
than 200,000 sets . . . popular basic ABC
network programs, outstanding local live
shows and top-notch films.
ACTION: Get on our "bandwagon" and
g-r-o-w with us! After only one month of
maximum power, Channel 13 showed
36.8% audience increase over the first
audience report.
CALL US: Huntington, West Virginia,
JAckson 5-7661, or our representatives:
Edward Petry & Co., Inc.
TV's -H^Zucc^ K!& Bask
ABC
WHERE DOES GARCIA
GET HIS DINERO?
From a recent survey of the three
major Service Industries in the
Phoenix area (Ari-
zona Public Service
Maricopa County,
and the City of
Phoenix) we
found-
Percentage of Spanish-speaking
employees to total employees 10.6%
Total yearly payroll of
Spanish-speaking employees $2,095,896.00
Total weekly salaries of
Spanish-speaking employees $40,305.69
Average individual weekly
salary of Spanish-speaking
employees $63.87
(Full details of survey on request)
Garcia Is a solid citizen with a dependable urrkly
paycheck. In the aggregate, he numbers 85,000
Spanish-Americans— a sizeable and PROFITABLE
market for you !
TELL IT TO GARCIA! SELL IT TO GARCIA '
Reach him in his own native language, over KIIN —
Central Arizona's only full-time Spanish-language
slat ion 1
ASK THESE YANQUIS HOW KIFN SELLSI
NATIONAL TIME SALES HARLAN C. OAKES
New York Los Angeles
KIFN
860 Kilocycles • lOOO Watts
REACHING PHOENIX AND
ALL OF CENTRAL ARIZONA
\i:c Radio N< i 46
Avery-Knodel 59
Broadcast Music, Inc. 106
Channel 10, Rochester 84
CBS Spot Sales ... . 8-9
Eastman Kodak fM-fi."
McClatchy Broadcasting 23
Meredith Group I
Mid-Continent Croup FC, 18
National Telefilm Assoc.
NBC Radio _. . 14-15
Nevada Radio-Tv Inc. 24
Noemac Stations 01
Official Films _13, G8-69
Pearson Co., John E. 7 7
RCA Equipment 74-75
Sponsor 72, 102
Steinman Stations 3
Ziv-TV _16B-C
KBIG, Hollywood _ 6
KBIS, Bakersfield 10
KDKA-TV ... 93
KDTJB, Lubbock .._ 107
KFMB, San Diego 99
KGNC, Amarillo 95
KGVO-TV, Missoula 105
KIFN, Phoenix 107
KJEO, Fresno 90
KMRC-TV, Kansas City BC
KMPC, Los Angeles 85
KMTV, Omaha _ 81
KNUZ, Houston 16A
KOIL, Omaha 62-63
KOLN-TV, Lincoln 8 7
KRIZ, Phoenix 100. 105
KRNT & KRNT-TV, Des Moines 46-47
KSL-TV. Salt Lake City.. 98
KSTN, Stockton . .. . 100
KSTP-TV Minneapolis-St. Paul 16
KTBS-TV, Shreveport 104
KTHV, Little Rock _ 5
KTNT-TV, Tacoma _ 12
KVOO-TV. Tulsa 55
KWKW, Pasadena - 108
WAGA-TV, Atlanta
WAVE, Louisville
WBAM, Montgomery _
WBAY-TV, Green Bay ... .
WBNS, Columbus, O.
WBRE-TV, Wilkes-Barre
WBRZ, Baton Rouge
53
97
106
98
67
26
S6
WCCO-TV. Minneapolis . 109
WDBJ, Roanoke ..
WDEF-TV, Chattanooga
WDIA, Memphis .
WEHT-TV, Henderson ...
WEMP, Milwaukee
WFBC-TV, Greenville, S.
WFBL, Syracuse
WGR-TV, Buffalo
WHEC, Rochester
WHO-TV, Des Moines ....
_ 102
110
83
91
_ 17
16D
_ 80
7
96
21
WHTN-TV, Huntington, W. Va. _ 107
C.
WIBW, Topeka
WILK-TV, Wilkes Barre
WILS. Lansing
WINN, Louisville
WIS-TV, Columbia, S. C. ...
WKNB-TV, New Britain .
WMAR-TV, Baltimore ..
WMBR-TV, Jacksonville _
WNBF, Binghamton ...
WNCT. Greenville, N. C. __
WRCV, Philadelphia
WREN, Topeka ...
WRGP-TV, Chattanooga ...
WSLS-TV, Roanoke
WSOK, Nashville _
WTAR-TV, Norfolk
WTRF-TV ...
WVBT, Rochester _
WTIC, Hartford
WVKO. Columbus. O. _
WW DC Washington, D. C. -
WWJ, Detroit
WWTV, Cadillac. Mich. _
WXKX-TV, Petersburg. Va.
76
. 105
. 22
93
. 82
. 71
. 50
. 60
11
. 78
25
. 88
51
. 107
. 95
. 94
. 101
. 106
. 58
106
91
92
73
IFC
the station
that made
ROANOKE
VIRGINIA'S
NO. 1
TV MARKET
73.2%
station share
of sets . . . (ARB)
WSLS-TV
CHANNEL 10
ROANOKE, VA.
Represented Nationally — Avery-Knodel, Inc.
]m' leAt, Wf
K PARTY
AlllENE SWEETWATER, TEXAS
KDUB-TV
LUBBOCK, TEXAS
OWNED & OPERATED BY TEXAS TELECAS1 ING, INC
7400 COLLEGE. LUttBOCK, TFXAS
6 AUGUST 1956
107
First complete Los Angeles Belden
audience study of the 550,000 Span-
ish-speaking listeners — shows that . . .
BETWEEN 6 a.m. - 8 p.m.
Is FIRST in 48 out of 56
Quarter-hour segments against ALL
Los Angeles stations.
Is Tied for FIRST PLACE
in 2 out of 8 remaining segments.
Is a strong SECOND in the
other 6 quarter-hour segments.
The Mexican - American in
Metropolitan Los Angeles
prefers to LISTEN-THINK-
and TALK in the Spanish
language.
THE AUDIENCE IS BIC!
Large enough for the consideration of
any advertiser this "City of Latins"
within the Metropolitan Los Angeles
area has a population of 550,000.
Complete information — including audi-
ence, market and product preferences
is available.
PASADENA- LOS ANGELES
V Spanish Language
N. Station y
REP: BROADCAST TIME SALES
NEW YORK - CHICAGO - SAN FRANCISCO
-*» -«w
Alfred R. Tennyson, director of Kenyon &
Eckhardl's commercial productions department
since its formation last December, has been elected
a v.p. Tennyson joined K & E in May 1951 as a
radio and tv producer and was placed in charge
of talent and new programs in January 1953.
Since 1954, he was head of the agency's tv-radio
commercial productions department. Tennyson
served with Cunningham and Walsh before joining
K & E and before that was night manager of
WHN radio for two years. As an amateur song-
writer, Tennyson has had seven pop songs recorded
including one recent RCA Victor release.
Robert R. Pauley, until recently an account
executive at Benton & Boivles, Inc., has joined CBS
Radio as an account executive in charge of sales
development. Pauley will be concentrating on
prospective clients who at present are not radio
advertisers. It will be his job to explain the ways
in which radio can be used as either a basic or
complementary medium. A native of New Canaan,
Conn., Pauley attended Harvard College and
graduated from the Harvard Graduate School of
Business Administration. In 1951. he joined WOR
in New York as an account executive. In 1953,
he joined NBC and then went to Benton & Bowles.
Tetl (iruneii'uUl. formerly of Doyle Dane Bern-
bach and William Esty and for the j/ast three years
director of Hicks & Greist's tv and radio depart-
ment, has been elected H.&G.'s v.p. in charge of
radio and tv. Gruneuald majored in marketing at
N.Y.U., and has contributed heavily to merchandising
programs for such accounts as Dixie Cup and San-
dran (see sponsor, 5 Sept. 1955). Grunewald
plans to put continued emphasis on merchandis-
ing for other H&G accounts smb as Lewyt,
Servel and the if alter H. Johnson Candy Co.
Shows participated in by H&G clients include
Today, Steven Allen's Tonight, Breakfast Chili
and Queen for a Day.
Joseph Forest, producer of tv commercials at
the William Esty agency for the last year, has been
appointed r./>. in charge of that agent y's television
commercial department. Previously he was v.p.
and. creative director of Transfilm, Inc. for nine
years. it Transfilm Forest teas involved in mam
aspects of audio-visual mass communications in
addition to television advertising. In 1955 he
rt • eived the Golden Reel award. He has also been
honored at the Milan Fair, the Biennale di Venezia,
by the Italian Ministry of Affairs.
108
SPONSOR
WCCO television has more
quarter-hour wins
than all other
Minneapolis - St. Paul
television stations
combined
*
* of the 448 quarter hours of programming from 8 a.m.
to midnight, 7 days a week, Nielsen (March) gives
WCCO television 66%; ARB (May) shows 62% are
WCCO television's; Telepulse (May) puts it at 72%!
CBS Television for the Northwest
WCCO tele-vision
MINNEAPOLIS - ST. PAUL
Represented by Peters, Griffin & Woodward
6 AUGUST 1956
109
110
SPONSOR
REPORT TO SPONSORS for <; August 1956
f Con fin it <>ff from page 2)
Latest ARF tv
set figures
Tv sets top 50
million globally
NBC floats Noah's
Ark — but where?
Reruns capture
tv audiences
Tv zooms budget
of new straws
New technical
gimmicks for tv
NBC Radio adds
to daytime look
ARF second national tv set survey reveals 3 out of 4 U.S. households
have tv sets as of February-March 1956. Increase shows more than
3,000,000 in less than year. Multiple-set homes in rise from 3.5 per
cent in June 1955 to 4.8 per cent for February-March 1956. See
story on page 31 for more detailed figures.
-SR-
Tv receivers in use throughout world have passed 50 million mark
according to Television Factbook^s current 23rd semi-annual edition.
Four-fifths of world sets are in U.S., which also has two-thirds of
world tv stations. Canada takes 2nd place in number of stations,
35 now on the air. For up-to-date facts on Canada's am-tv picture see
SPONSOR'S 6th Annual Canadian issue out 20 August.
-SR-
Recent announcement of plans to fit new color drama, Noah's Ark, into
September evening tv line-up adds to doubts about firmness of NBC TV's
fall program schedule. As of now, there is no opening for this film
series about adventures of a veterinarian. Proposed switch of Tuesday
Chevy Hour to Sunday 9-10 p.m. as alternate with Goodyear/Alcoa Play-
house is still a possibility. If present 8-9 Tuesday night alternate,
Washington Square, (still without sponsorship) also moves out, there
will be ample berth for Noah's Ark plus another half-hour show.
-SR-
Two rerun shows, My Little Margie and Amos 'n' Andy, have run off with
top tv daytime ratings in N.Y.C., according to latest American Re-
search Bureau report for first week of July. Margie, with 8.3, and
A 'n' A, with 7.2, are headliners in daily, 7 a.m. -6 p.m. period,
outdistancing even Mickey Mouse Club, with a 5.7. Shows run con-
tinuously on WCBS-TV from 9 to 10 a.m. Each is regular 5-a-week
daytime series.
-SR-
New Flav-R Straws, which makes drinking straws with built-in flavor
filter, has gone to $10,000 weekly tv billing from nothing since 1
May, expects to hit $45,000 weekly by 1 Jan. '57. Future plans: Ex-
pansion from current 13 cities to entire U.S. ; introduction of perhaps
20 flavors instead of chocolate only. See page 34 for report.
-SR-
New technical gimmicks to improve tv coverage of political conventions
are being announced in steady stream. Among newest are five-way
split screen devised by NBC, two telephoto lenses developed by ABC.
Split-screen device will enable viewer to see reaction on 4 separate
faces simultaneously while convention speakers are orating. One of
new ABC lenses will be used to get panoramic shots of San Francisco.
-SR-
Less programing plus new shows mark passing of NBC's Weekday pattern.
Daily 2-3 slot returns to station time and Five Star Matinee moves in
at 3:30. Format for the new half-hour dramatic show calls for com-
plete daily stories with "name" writers. Broadway and Hollywood
personality, David Wayne, will host. Oldtime serials revived to fill
the 3:30-4 periods.
6 AUCUST 1956
111
SPONSOR
SPEAKS_
Hottest fall yet
When we prepared our annual Fall
Facts Basics issue thi> spring, we were
aware that big things were ahead for
all branches of the air media this fall.
Bui now at mid-summer the prospects
el record advertiser activity loom even
larger.
\\ ith tin' steel strike, the one cloud
on the nation's economy, behind them,
advertisers are tooling up to insure
that the economj continues its expan-
sion at a d\ namic pace.
Its been usual over the past few
Mil- lor network and spot television
I,, exceed their previous hillings totals
with each succeeding year. But this
year spot radio, too. after falling be-
hind looks as if it will exceed all pre-
vious records. This reflects the state
of the econom) as well as advertiser
reawakening to spot radio values.
We think it's important for the indi-
vidual advertiser to recognize what is
happening throughoul business in
shaping plans I'm the fall. The adver-
tiser must he aware that there is not
onlv tremendous opportunit) in his
own field as well a- tremendous com-
petition hut that this is so t"i every
business. This means good time will
be at more "1 a premium than ever,
that the man selling nut- and bolts mav
be competing for the opportunit) to
reach audiences with the man selling
lemons and limes.
It - vacation time for some; it's 1ml:
everyone would rather go swimming.
But this is (me year when the sound-
ness ol plans made in \ugusl and the
speed with which they are executed will
be particularl) important for the
months ahead.
* * *
The long look at 15%
To our v iew the long look some ad-
vertisers are taking at the question of
agencv compensation (see pg. 27),
is basically as much an eximination
of the types of agencv services as it
is a questioning of what the services
should cost. This had to come. Agen-
cies, we think in the main out of
zealous desire to serve their clients,
have added new services rapidly.
Somewhere along the line it was in-
evitable thai clients would stop to
evaluate the services. It may be un-
fortunate that the subject of agency
compensation, which to many adver-
tisers was opened by the 4A's and
publisher association consent decrees,
has become the pivot around which
studies of agency services will revolve.
The subject of compensation is in-
evitably an emotional one. No one in
a business where the margin of profit
is small wants to face the possibility
of reducing that profit or having to
retrench in quality of service. Yet
we do not believe this is what is real-
ly ahead for the advertiser-agency re-
lationship.
We think some clients will evaluate
agencv services and costs carefully.
There may he evolutionary adjust-
ments in the method of compensa-
tion for some services. But we do
not believe aL-em v remuneration will
be < ut on an over-all basis. We think,
instead, that agencies will continue
to expand the scope of their services
and that advertisers will pav for them
with fuller confidence that thev know
the worth of what thev are getting.
* * *
No research bargains
The release last week through the
Advertising Research Foundation of
Census Bureau figures on the status of
tv home ownership in February-March
1956 is a reminder that the second set
of ARF county figures will be pub-
lished soon. To the ARF and those
who underwrote the Census Bureau
studies and the county estimates to fol-
low— namely, the three tv networks.
the \ARTB and the TvB— the indus-
try owes a vote of thanks for seeking a
solution to what is obviously a tough
problem.
However, as the ARF itself points
out, its countv estimates are an interim
solution — which suggests that some-
thing better is needed. The kev to the
problem of counting tv sets and pin-
pointing their location is money. \\ hat-
ever criticism there was of the ARF
figures, there was general agreement
among those qualified to judge that
the ARF did the best possible job with
the money at hand.
Since there is a possibility that a
third set of ARF countv estimates will
not be forthcoming, the still-unborn
\ \ 111*11 tv circulation study may ap-
pear as the only source of tv set data
on the horizon. In the event the
NARTB studv comes to fruition in
1957 as promised, sponsor hopes the
industry will keep in mind that there
are no bargains in research.
Applause
Commercial public service
One hundred million people will
watch democracy in action on two tv
occasions this month. Thanks to the
networks, the sponsors and to advertis-
ing, they'll witness that unique \meii-
can political institution, the Presiden-
tial nominating ((invention.
National advertisers will spend an
estimated $20 million to sponsoi radio
and television coverage of the Demo-
cratic convention on I > \u ust and the
Republican convention on 20 August.
Yet despite this mammoth expenditure,
it*s highly pro]. able that the networks
won't end up with a net profit. Their
contributions to the American political
enlightenment will be financial as well
as creative.
Because the networks are a strong
commercial institution, thev are in a
po-ilion to invest a countless number
of people, man hours and pieces of
equipment. The networks and the con-
vention sponsors, thus make possible
this achievement of commercial tele-
vision and radio. Thev enable Ameri-
ca's public to have a closer view at the
workings of government than citizens
have in any other country.
Such convention sponsors as Olds-
mobile, Philco, RCA, Sunbeam and
Westinghouse will bring democracy
into focus for those 1(1(1 million people
this month. And they'll also have a
magnificent opportunity to sell their
concept and their merchandise to keep
the advertising-entertainment-informa-
tion wheel in motion.
112
SPONSOR
new Kansas City surveys show
KCMO-TV with biggest audience...
(according to Pulse and ARB for April 1956)
by Quarter-Hours
KCMO-TV 235
• Station B 154
Station C 107
lipmi.l.il by KATZ AGENCY INC
JOHN BIAIR & CO BIAIB TV. INC.
MEREDITH RcuU* W IdeUtuut S TAT IONS
affiliated with Hl'HlT llllllll'S illlll liill'lll'IIN and Successful Farming magazines
,1
»it\\^
•
^v
BWM**^
PIANO-PLAYING, KING-OF-THE-REPARTEE REV MULLINS, one of Kansas
City's most popular and most powerful TV stars, ramrods the
NOON show with a brand of talent that's as Big-Time as any-
thing you'll see on the air!
y
on
KMBC-TV
Kansas City's Highest Rated
Daytime Variety Show . . .
Network or Local!
NOON on KMBC-TV is the biggest television
hour (if every weekday for 140,220 Kansas
('it i, ms, as reported in the latest Nielsen
ng available at press time.
With a east of eleven top personalities, special
guest stars and a big studio audience . . . this
■ etting KMBC-TV production outrates the
Godfrey, Art Linkletter, Ernie Kovacs,
Garry Moore in fad every daytime network
show except Mickej .Mouse. You name it
and NOON beats it!
And, man, do< thi NOON gang sell! They
sell with live jingles, endorsements,
nstral ions. Cost-per-viewer impression
is an infinitesimal fraction of a cent! For
a productive spot on this spectacular variety
.-how, consul! Peters, Griffin, Woodward, Inc.
I Colonel can clear the time that clears
the deck \<iv fast sales action via NOON'
AUDIENCE PARTICIPATION is spontaneous and enthusiastic
under the deft direction of Rev Mullins. Games and
giveaways keep this segment of the show moving at
a more-than-lively pace.
VERSATILE JOHN BILYEU AN
Sinclair sing "Honey Bl
"South Pacific" capsule t|
NOON entertainment.
THE TEXAS RANGERS, famed for
their superb showmanship, spark
NOON with fast-paced comedy
and popular music rendered on a
dozen standard instruments plus
glockenspiels and partially filled
< 'nke bottles.
JACKIE COOPER beats it out
on NOON. Gogi Grant,
Margaret Whiting, George
Shearing, Gisele MacKen-
zie, Spike Jones are among
others who have done a turn
on this top-rated show'.
NEWSMAN CLAUDl
condenses the lat|
and weather as an
gradient in the wid
that has built N(
Kansas City's
daytime varictl
fa*
. ^
{
See Peters, Griffin, Woodward, Inc. for availabilities.
-A the SWING is to KMBOTV
Kansas City's Most Popular and Most Powerful TV Station
^ \ Basic ABC-TV Affiliate
Peters, Griffin.
'Woodward .«
DON DAVIS, First V-P and Commercld
JOHN SCHILLING, V-P and Geneal|
GEORGE HIGGINS, V-P and Soles
MORI GREINER, Director of Telev
DICK SMITH, Director of Rodio
si
and in .^ad/'o, t's
ansas City — KFRM/ot the State of Koi
lUST 1956
AUG 2 0 1G55
NSC GENERAL LIBRARY
idio |v advertisers use
20 AUGUST 1956
50* per copy* 58 per year
SOLVE WINTER
PROBLEMS NOW
page 29
What 25 years on
the air taught
Campbell's
page 32
So you're going to
meet in a wooded nook?
ge 34
What radio did for
King's wines
page 36
Reps today: The eyes
and ears of national
advertisers
page 38
Spot tv spending
$5,000,000 in
second quarter
pas>e 40
jme and politics
Why Lanvin thin-
they mix
page
Why KPRC-TV Has Houston's Largest News Staf
Houston people possess an unsurpassed thirst for news.
To meet this demand, KPRC-TV has built Houston's only
complete TV news service. National and regional news
rolls in over five AP wires. A live-wire newsreel staff affords
fast, first-hand blanket coverage of local events, backstopped
by on-the-spot reporters who edit all news for Houston appeal.
No wondei Housionians look to KI'RC-TV first for news.
KPRC-TV
HOUSTON
FIRST
N
TV —
WITH
OVER
7 0 0
CHANNEL
JACK HARRIS, Vice President and General Manager
JACK McGREW, National Sales Manager
Nationally Represented by
EDWARD PETRY & CO.
MAN-YEARS
i
EXPERIENC
MCM enters
station ownership
Foremost Dairies
pegs marketing
in naming BBDO
Whelan decree
may have local,
regional impact
More "specials,"
less spectaculars
Loew's-MGM has apparently moved into television with no opportunities
barred. First big stroke was last week's two-way transaction with
KTTV, high-powered L.A. Times operation. KTTV gets a seven-year lease
on MGM's 725 pre-1949 films for total of somewhere around $5 million
and MGM picks up a 25% stock ownership in KTTV - the FCC willing -
for $1.6 million. (Up to now The Times-Mirror Co. has been 100%
owner. ) MGM has indicated sensitiveness about its policy of dealing
on a basis, wherever it can, of film leasing plus station stock
purchase being associated in any way with the word "barter." Each
party, it emphasized, pays separately for what it gets. MGM's further
plans in tv: the production of half-hour tv films ("Goodbye, Miss
Chips," the first) and perhaps even entry into the network business.
MGM states it has several other deals similar to KTTV's pending.
-SR-
Does a major agency in a position to offer broad marketing assistance
have an edge over a regional agency? Foremost Dairies account, third
largest in its field, apparently is strongly of the affirmative. In
consolidating its $4-million-plus ad outlay under BBDO roof, Foremost
explained: "The ever-growing importance of national and international
brands makes it almost compulsory to use marketing knowledge and
facilities offered by a major agency which has both national and
international representation." Up to now Foremost business has been
spread among 15 smaller agencies. Hit hardest by switch is Guild,
Bascom & Bonfigli, whose share has been $1.5 million, and responsible
for "Rosemary Clooney Show" in spot tv. Quipped GBB prexy, Walter
Guild in interoffice memo: "If pressed for reason why we were fired,
tell them the best damned advertising is no good when you don't have
an office in Greece."
-SR-
Consent decree signed by United Cigar-Whelan Stores Corp. with Federal
Trade Commission may well affect some regional and local tv programs.
Whelan through its own wholly-owned subsidiary, Product Advertising
Corp., has been producing "Cavalcade of Stars" series. Manufacturers
with whom it dealt contributed to costs of telecasts. Under decree,
sponsorship of "Cavalcade" passes from PAC to New York State Pharma-
ceutical Association. Whelan-FTC accord came after the commission's
citing of 9 advertisers and 3 tv networks in connection with special
in-store promotion assistance. Violation of Robinson-Patman Act
was basis of complaint.
-SR-
NBC TV's realignment of fall programing drops Friday Night Spectacular
in favor of shorter Chevy Hour. With less sponsor interest in 90-
minute Spectaculars this season, progress of "special" 60-minute ir-
regularly scheduled Chevy Hour should be interesting to watch. In all,
total number of "specials" and Spectaculars is more than 85 at NBC.
SPONSOB Volume 1". V 17 20 \ P blweeklj i.v SPONSOB Pub Exi Circulation Offices. 40 49th S
Vnik IT Printed il lllll Elm \\i Ba M tS a real In i S. $9 elsewhere. Enered as second class matter 39 Ian. 10 IS at Baltimore postofflce under Act of 3 Mar. 1879
Itll'OlM TO SPO'XSOIIS tor 20 August !».><»
Agencies against
net iron curtain
Bates again tops
TvB spot tv list
Publicity-wise
Ford rides again
National spot
has "hot" July
52% tv homes
in Canada
Canadian radio
audience up
What * s the No. 1 frustration bedeviling New York ad agency executives
concerned with network tv? SPONSOR polled a number of programing
heads in leading agencies and found it was what was described as a
lack of openboard information from the tv networks. The gripe:
When a period becomes available, the network's programing masterminds
pinpoint the accounts they would prefer most and pitch accordingly.
Not until such possibilities have been exhausted, is the information
passed on to the network's sales department for open solicitation.
Complaining executives say this practice forces them to spend valuable
time "beating the bushes" to find what's going on around the networks.
-SR-
TvB's agency "shuf f leboard" — showing the top spenders for tv s^c^t -
ranks Ted Bates as No. 1 for the second quarter of 1956. McCann-
Erickson moved into second place from its third position for the
initial quarter of this year. Y & R was third this quarter, and
Leo Burnett, which was previously in the second slot, was next to
Y & R. Next 6 leaders, in order were B & B, BBDO, Dancer-Fitzgerald-
Sample, Compton, JWT and Esty. Y & R's fast surge during past 2
quarters has been due to spot expenditures on P & G's Spic 'n' Span
and GF's Jell-O. Package goods agency Bates heads list for third
consecutive quarter.
-SR-
In the field of institutional promotion the Ford Motor Company is
ever the virtuoso. Take the latest episode in this respect. Ford's
in the market for still another network show (plus "Ford Theatre" and
"Star Jubilee"). Show-wise Ford's two agencies, JWT and K & E, rate
among the top. To rest the quest there would just be routine. So
Ford proceeds to collect loads of free space and at the same time
making millions of viewers participants in the outcome by announcing
that it's open to ideas from everybody.
-SR-
Several reps report this has been "hottest" summer for national spot
radio in several years. While units of sale haven't been uncommonly
substantial, bookings have been steady and mounting. One major rep
stated that his accumulated radio billings for July were three
times what they were for same month in 1955.
-SR-
Canadian tv home saturation has passed half-way mark. Canadian
Broadcasting Corp. estimate as of 1 July is 52%. With 35 stations
on air in 33 markets, 86% of Canadian households are covered by video
signals. With station growth slowed, set sales are down in 1956,
however. Canadians are awaiting recommendation of Royal Commission
on Broadcasting which is expected to urge end of one-station-per-
market policy of government. For details, see SPONSOR'S 1956 issue on
Canadian radio and tv. Issue, bound separately, is published
simultaneously with this issue.
-SR-
Despite tv, more Canadians tuned in radio during average daytime
hour in 1955 than 1950. While percent tuning was down slightly (22.9
to 22.3%), greater number of homes upped actual audience per hour
(733,000 to 828,000). Data was gathered by All-Canada Radio facili-
ties, one of top Canadian reps, from Elliott-Haynes * telephone
coincidental audience measurement service.
(Sponsor Reports continues t*»*i*' l'1'.l)
SPONSOR
20 ai (.i st L956
From 4to7 ^. ISdl
Drive lEioxne Time
. WPEN IS THE HIGHEST
RATED STATION
IN PHILADELPHIA
five days a week . . and all day Saturday, too*
*PULSE January -February • March-April • May-June '56 "jjj'
REPRESENTED NATIONALLY BY GILL-PERNA. INC. New York, Chicago, Los Angeles, San Francis.
SPONSOR • 20 AUGUST 1956
advertisers use
ARTICLES
10 winter hetidaches i/oii vttit start to liek now
How to plan now against such possible mid-season problems as: The show
a flop, star gets sick, commercials don't sell, etc. First of two parts
II hut 25 uears on the air tuuuhi i'untphetl's
In its quarter century as a radio and television advertiser, Campbell Soup has
sponsored 51 network programs. From this comes today's approach to air media
.So you're uoinu to meet in a wooded nook?
Trend toward agency planning for the future necessitates informal atmosphere
for easing day-to-day tensions. Here's how a number of companies and agencies
get true planning perspective — and how you can do it, too
11 hat radio did for Kinu's triticv
After only two weeks on WPEN, Philadelphia, this wine company experienced
a 43% sales jump. One reason: audience recall of commercial personality
Reps: IIm» eyes anil ears of minimal advertisers
Modern reps have facts and figures for buyers seeking market information.
Projects by Katz Agency and Peters, Griffin & Woodward are reviewed
2»
32
34
:u;
38
Spot tr spending up $5,000,000
Spot tv spending for the second quarter of 1956 is up $5,000,000 over amount
of first quarter, despite cutback by major automotive manufacturers 10
Perfume and Polities: Who Lanvin thinks they mix
Men's toiletry concern hosts convention commentary shows via six-station hookup.
Lanvin feels that politically conscious men are socially alert
I3t
COMING
Network program vast trends
•ue, look for review of net program costs and upcoming trends. *{ Si'/».
Licleing winter headaches now
Conclusion of this two-part series will appcir in next issue. You'll find five more
tips on how advertisers can solve air media problems before winter »J Sep.
20 Augusf 1956
Volume 10 Number 1"
I
DEPARTMENTS
AGENCY AD LIBS
AGENCY PROFILE, D. D. Stauffer
FILM NOTES
49TH & MADISON
MR. SPONSOR Charles Kreisler
NEW & RENEW
NEWSMAKERS
NEW TV STATIONS
P.S.
RADIO RESULTS
ROUND-UP
SPONSOR ASKS
SPONSOR BACKSTAGE
SPONSOR SPEAKS
TV COMPARAGRAPH
TIMEBUYERS
TOP 20 FILM SHOWS
Editor and President: Norman R. Glenn
Secretary-Treasurer: Elaine Couper Gler
Vice President-Genl. Manager: Bernard
Executive Editor: Miles David
Managing Editor: W. F. Miksch
Senior Editors: Alfred J. Jaffe, Evelyn Kori
Jane D. Pinkerton
Assistant Editors: Robert S. Solota^
Morse, Joan W. Holland, Erwin Ephron
Contributing Editors: Bob Foreman, Joe
Art Director: Donald H. Duffy
Photographer: Lester Cole
Advertising Department: Advertising Di
Arnold Alpert; Charles W. Goo.
York Headquarters; Kenneth M. P.:
west Manager; Edwin D. Cooper.
Manager; Jean Engel, Production r.' '
Charles L. Nash, Marilyn Krameisei
Becker
Circulation Department: Beryl By
scription Manager; Emily Cutillo, Jun" Ki
Office Manager: Catherine Scott Rose
Accounting Department: Laura Oken, L
Fazio
Secretary to publisher: Carol Gardner
Publish! II ' l SPONSOR PUBLICATION
i mill TV. i tin Editorial ClrculaU
Ini Offices: iii i. 19th St, (19th &
Km Fort K. N Y. Telephone: MCrmy Hill
Chicago OITIcc: 16] E Orand Ave Phone
Lot Aneeles Office: 6087 Sunjct Ha*
HOllyv I I 8089 I'rlntliiR Office: 31M;
Ive i 11, M.I. Subscription: United
<» :i -• ii I'iimii.i mill fnreittn $9. Single
I'rlnteil In I S A Addrcll all ciirrespondfnol
K 19th si Ken i "rk 17. N. Y. Ml'rray HI III
■ 1956, SPONSOR PUBLICATIONS IK
nothing succeeds like
success!
operated by: Radio and Television Div. / Triangle Publications, Inc. / 46th & Market Sts., Philadelphia 39. Pa.
WFIL-AM-FM.TV. Philadelphia, Pa./ WNBF-AM-TV. Binqhamton, N.Y./wHGB-AM. Harrisburg, Pa./ WFBG-AM'TV. Altoona, Pa.
CASE HISTORY— RADIOSTATION
KSLR
BUYS
KBIG
Mom radio station salesmen carr) suc-
cess stories from contented advei
tisers, but KBIG Catalina believes ii
has the first glowing testimonial from
a brand new categon i>1 business:
anothei radio station!
KSLR began operations ilus summer
in Oceanside, California and bought
.1 schedule <>l 36 spots on KBIG to
announce its debut.
"H\ the time we came <>n the - « i • . it
seemed that everyone in northern
San Diego Count) knew all about us"
writes KSI R manage] W. J. Taylor.
\\ e're happ) to s.n thai we are now
sold out, with no time available.
We're so grateful foi the initial push
KBIG has given us."
Local Advertisers <lo a fine job on
KSLR and similai stations. San Diego
area advertisers (San Diego Conven
lion and Iouiisi Bureau, Rohi \ii
craft, |ai Mai Games, Kelly's ol
< )i eanside, men's fin nishings, Cali
. nil .ind Del Mai races) who want
( lie- i l message to reach all eight
Southern California counties. Con
tinue to use kbit. . . ()nh inde-
pendent powerful enough and |io|>u
lai enough to registei in surveys ai
all three majoi Southern California
metropolitan areas Los Angeles —
San Diego s.m Bernardino, ai low
esi cost-pei thousand.
0
KBIG
'he (atalino Station
10,000 wain
740 °".rr-
rv"':«s
JOHN POOLE BROADCASTING CO.
e,'.*0 Sunaat Blvd.. Loi Angiln 28. California
Ti/iphof HOIIywoad 3-310S
Nat. Rep. WEED and Company
fwt'rald S. Svskin. AUenger Advertising, lirook-
line, Mass., tells SPONSOR that "radio serins to be
strong and getting stronger. Jerry, who's media Inner
at the agency, continues: "The best Boston buy
pricewise and resultwise seems to be in combina-
tion news-weather broadcasts and saturation of
time signals or station breaks. 1 feel that saturation
is best defined with reference to combinations
of stations covering the market. Another uphill
trend may be seen in women's shoivs, which are
becoming stronger. This indicates a tendem |
toward the houseivife's increasing control over the
family budget. In line with this trend, price per
announcement on most women's shows is climbing,
too." He concludes with the fact that radio time
is sold more than ever before "with dim I reference
to a personality" rather than in statistical terms.
Sally .4llc»n. Gotham-Vladimir Advertising, V«
York, who's an account executive for The
Lutheran Hour, says, "The media objective of
The Lutheran Laymen's League is to make its
program available in as many localities as possible
at the least tost. Of the broadcast media, net-
work radio is the one that can best fill these
requirements. Of course," she goes on. "we are
dealing here, as in all religious broadcasts, with
a specialized communications problem — one in
which many of the audience seek the program
rather than rite versa. It is possible, however,
that the same basic situation ma\ exist at least
partially in other fields and that the test criterion
oi signal availability has been insufficiently
appreciated in the glamour of ratings. '
IHcli Crossvtt. ixelson Advertising, Salt Lake
(it\. Utah, is an account executive who buys
tadio for saturation impact using seven announce-
ments per day. seven days a week in markets
such as Salt Lake < it\. "At ixelson." Dick tells
us. "television is bought on a selective basis,
using all three Salt Lake City stations." Buying
most oi the n foi his beverage account from
May through early September. Dich is loud in
Ins praise fot the "splendid service that the agent |
gets from air media salesmen ami I'm partic-
ularly grateful because they are generally so good
about notifying US when better time slots open
up tor commercials" Dich concludes that mth
air media salesmen on their toes with this infor-
mation, the buying process is cased to a great extent.
SPONSOR
2u u (.1 st l •)."><>
SHREVEPORT
Makes Sweet Music to SUGARTOWN!
WKH reaps a big portion of the sugar-cane country in
its 80-county daytime SAMS area — an area
containing nearly 2 million people, and hun-
dreds of towns, farms and villages like Sugar-
town (La.).
nd in the sweetest market of all — Metropolitan Shreve-
port — March, 1956, Pulse figures show
KWKH leading in 26 daytime quarter hours,
against 21 quarter hours for all other stations
combined! At night, KWKH leads in ALL 18
QUARTER HOURS!
WKH delivers 22.3% more daytime homes than all
the six other Shreveport stations combined!
The Branham Company has the figures.
KWKH
A Shreveport Times Station
I TEXAS
SHREVEPORT, LOUISIANA
ARKANSAS
Nearly 2 million people live within the KWKH day-
time SAMS area. (Area includes additional counties
in Texas. Oklahoma and New Mexico not shown In map).
50,000 Watts • CBS Radio
The Branham Co.
Representatives
Henry Clay
General Manager
Fred Watkinf
Commercial Manager
k««'£r
»*»*
•toe*
RADIO KPQ GETS
Results . . .
2™1
And We Challenge
All Other North Cen
tral Washington
Media To Disprove
Us!
Yes, that's a strong state-
ment, but we are prepared
to back that claim to the
hilt .... with money on
the line.
So if you're buying — or
plan to buy — the heart of
Washington State, why
waste money testing? Use
the ONE MEDIUM that pro-
duces 2 to 1! Use KPQ
Wenatchee.
AN ABC NBC AFFUIATE
5000 WAIT!
560 K.C.
WENATCHEE
WASHINGTON
REGIONAL REPRESENTATIVES
Moore and Lund, Seattle, Wash
NATIONAL REPRESENTATIVES
For/'oe and Co., Incorporated
'One of the Bi(? 6 Forjoc Represented
Stations of Washington State)
by Bob Foreman
W in (foil* ott tlistisli'r tv tint! ilu- .Xmlrvtt Doria
On Wednesday, 25 July, television suddenly zoomed out
of a Miinmer lethargy replete with reruns, kines, and low
budget interview programs, to become what it has always
been in potential at least — the most dramatic, graphic and
immediate form <>i communication as yel dev ised by the mind
ol man.
I nloi tuiKitcK . it took the terrifying Vndrea Doria dis-
aster to cause the transformation.
Although I witne--ed only a fraction of the tv coverage of
this story, I believe I had first-hand report- on what I missed.
Hence when I refer solely to the special CBS telecast ol
Thursday, 26 July, at 10:30 p.m.. I do so. realizing thai some
great reporting had taken place both before and after Doug-
las Edwards delivered his program- including other net re-
ports. None, however, I feel certain, could have topped
Edwards and his CBS news staff in skillful handling — their
restraint, their technical finesse, and their -peed.
CBS, in addition to its regular new- coverage, cleared the
additional half-hour to devote to the disaster a Laudable
move in itself.
The program consisted ol three basic parts — Doug Ed-
ward- live on camera in hi- new---e| doing the commentary
quietly and devoid of phony histrionics. \ great example of
lhi> >t\le ol reporting, all the more appropriate when a dis-
aster of this magnitude is the subject, was his short and
pathetic request for help in the identification of the little
Italian girl hospitalized in Boston. I nlike the traditional
radio new- spieler who rant- and rave- and appears as lugu-
brious a- Digger ()T)ell (Remember him?) even when an-
nouncing Dodger defeats, Douglas Edwards spoke from the
heart. Me sounded like what he is a human being and
father oi three children.
Secondly, there was the film speciall) made for the pro-
gram for which Edwards had been down via helicopter over
the -inking (and abandoned) ship.
hea ring him, over the roar ol the
foundering vessel was tremendous. When she finall) keeled
ovei on her side and slid beneath the water, leaving a huge
bubbling wake alive with debris, a shudder musl have gone
through ever) viewer a- il did through me. I could nol help
Inii think of the tremendous impact oi this scene on television
i Please turn to page 68)
The drama of seeing and
rotor, then cutting to the
sponsor
l'ii vi ci si L956
announcing
from
record
entertainment
24 HOURS EVERY DAY
FEATURING.
C_[fe jaW#a£
Disc Jockeys Wes "Ginger Stack"
Bowen, "Wacky" Jack Warren,
Raymond "Of the Many Voices"
Briem, Ed "Beetlebrow" Black,
and Paul "Interviews" Droubay.
The call letters are different. The
programming is different. But that
5,000 watt power and super sig-
nal of 570 kilocycles remain the
same.
RADIO STATION KUTA
IS NOWKLUE
Broadcasting from new studios on
entertainment row in the heart of
downtown Salt Lake City, KLUB's
super signal rolls out over moun-
tains and valleys covering Utah
and Intermountain America like a
tractor. The traveling salesman
says that no matter where he goes
in the area he is able to pick up
KLUB 570. Car dealers in Utah say
that KLUB 570 is the number one
pushbutton choice. And pilots favor
KLUB's heavy penetration signal
to home in on to Salt Lake City.
MUSIC, NEWS, AND SPORTS
emanating from KLUB 570 have
captured the fancy of the radio
listening audience in Utah and
Intermountain America. Every-
body's joined "The KLUB."
Contact your George P. Hollingbery man today for
details. Offices in New York, Chicago, San Francisco,
Los Angeles, Atlanta, Seattle, Detroit, Minneapolis.
Salt Lake City, Utah
Formerly KUTA, established in 1938
ONE WILL DO/
You bag the biggest game in Columbus and
Central Ohio with just one station . . . WBNS
Radio. No need to scatter your shots, WBNS
delivers the most (and the best) listeners . . .
twice as many as the next biggest station.
With 28 top Pulse-rated shows, WBNS puts
push behind your sales program. To sell Cen-
tral Ohio . . . you've got to buy WBNS Radio.
CBS FOR CENTRAL OHIO
Ask John Blair
The number one Pulse station
covering 1,573,820 people with
2 Billion Dollars to spend.
UBtfrcM
radio
COLUMBUS, OHIO
sponsor invites letters to the editor.
Address 40 E. 49 St., New York 17.
LOCAL RADIO
Manx ttiank~ for the . . . stor) on
"Personalities." ("How to get the mosl
out of a local radio personality," 23
Jul) l()"»o. page 36).
I think this is one aspect of the radio
business that requires much more at-
tention than it has been given in the
past.
Fred S. Heywood
Sales Promotion Manager
CBS Radio Spot Sales. V ) .
SCOOPS FOR SPONSORS
I'm sure that \ our magazine doesn't
want to become involved in an\ inter-
station rivalries; hut I feel that some
omission- in vour story. "Scoops for a
sponsor," 23 Jul) issue, should be
railed to \ our attention.
\- your lav line stated, the public in
Milwaukee does love quick airing ol
on-the-scene new-. However, it was
station \\ KIT that was the first to insti-
tute the use of not one. but two,
mobile new- units in Milwaukee. It
was avain \\ KIT that was first on the
scene of the Duplainville train wreck
and first w itb a broadcast.
The idea for •"Operation Ballot" was
also originated b\ WRIT when the
writer contacted Jem Dunph) of
\\\l\ suggesting that a pooled cover-
age for the election might be the best
idea.
I'm sure that SPONSOR had nothing
to do with these oinis-ion-: but as
former news director at \\ RIT I'd cer-
tainl) like to keep the record straight.
|)i< k Km hmond
\ews Directoi
KTS /. San Intonio, Tex.
ABOUT ODD TV TERMS
\\ e are planning a booklet for our
members on i\ . Vs you probabl) know.
this will be introduced to Australia
through four station outlet- lw«> in
Sydnej and two in Melbourne verj
earl\ in September.
i Please turn to page I I '
10
SPONSOR
20 august 1956
Things are moving fastei than evei in the Capital these
days. Drug store sales have reached an all-time high, mak
ing Washington the 8th largest market in this category.
Retail drug sales in Washington have risen I'.i' , in jusl
five years and are now close to $100,000,000 annually . . .
significantly greatei than those in othei leading metro-
politan markets like Pittsburgh, St. Louis and Cleveland!
Advertisers of drug store products have paralleled this
huge growth in sales !>v investing mote than cvei in die
media thai sell the Capital besi . . WRC and WRC I \ .
Washington's leadership stations. In a three yeai period,
drug advertisers' billings on these stations are up a healthy
73' , \nd foi the Inst quartei ol this year, die) were up
still anothei 27.7' , ovei lasi yeai 's!
Becaus< thes< stations keep drug store products moving in
greatei volume, mote and more advertisers an going
with the biggesi guns in Washington's selling boom . . .
.CandWRC-TV
. . SOLD BY |
NBC LEADERSHIP STATIONS IN WASHINGTON, D. C.
V
HL
v«
R
/'i',
^M
men aiming at a nationwide market on the ma
Chrysler's Dodge Division and its agency. Grant Advertising, Inc.,
are Sold on Spot as a basic advertising medium.
When Dodge wants to tell all about its smart new look and
superior performance, Spot Radio is chosen as the best
way to roach a huge concentration of prime prospects. And
all l<n radio stations represented by NBC Spot Sales are
chosen to do the job in their markets.
Here is Dodge's "one-two punch" logic:
1. The best prospects for new cars are owners of old cars.
2. With 35,000,000 cars now radio-equipped, Radi
only Radio — is "built-in" to sell car-owners.
W. D. (Pete) Moore, Dodge Division's Assists
Manager in Charge of Advertising and Sales Pre
sums up for Spot Radio:
• "Spot Radio is essential to any balanced, ove
motional or advertising effort."
• "Spot allows you to reach a large market quic'
in manv cases to saturate that market rapidly,
Left to right: J.unes A. Brown.
Meih.i Supv., Crant Advei I
Inc.; Arnold lliomson. Adv
Mki . Doilyt- Division. Chrysler
Coi p. ; W. D. ( Pete) Moore. Asst
Sales Mgr.. in Charge of Adv
and Sales Prom.. Dodge Divi-
sion. Chrysler Corp.; William B.
Buschgen. Radio Sales Mgr.,
Detroit Div., NBC Spot
Myers B. Cather, V. P. and Acct.
Exec.. Crant Advertising, Inc.;
Jack W. Minor. Vice Pres. in
Charge of Sales. Plymouth Divi-
sion. Chrysler Corp. (formerly
Gen. Sales Mgr., Dodge Division.
Chrysler Corp.)
>OLD O
SPOT
advertising message."
Vith gi-eater suburban growth, and increased use of
j for commuting, Spot Radio in early morning and late
[moon now reaches a greater audience than ever before."
Oar own sales of car radios indicate that this trend
(Continue to grow!"
jge reaches its best prospects — in the mood and on the
I 'e — with Spot Radio. Let us show you how you can
[d your sales in these 15 major markets:
New York
WRCA, WRCA-TV
Lou
WAVE. WAVE-TV
Schenectady-
Chicago
WMAQ. WNBQ
Albany-Troy
WRCB
St. Louis
KSD, KSD-TV
Philadelphia
WRCV, WRCV-TV
hi n rrr
KOA, KOA-TV
Washington
WRC, WRC-TV
Seatth-Ta
coma
HOMO, KOMO-TV
Miami
WCKT
Los Angel
€8
KRCA
Buffalo
WBUF
Portland
KPTV
San Francisco
KNBC
Honolulu
KCU, KONA-TV
iNBCj
NBCI SPOT SALES
WJTV
JACKS O AS
II
in the heart of
Mississippi
J A C K S 0
V
FIRST '" viewership - W.ITV
leads in L22 of the wi i
168 quarter hours, 5 I'M to l l I'M
Monday through Sundaj .that's
:■' , \
FIRST '" Pr°gramining \\ .I'l \
has the firsl 9 of the 10
highesl rated weekly shows
FIRST '" daytime once a
shows
FIRST '" ni,ll,i weekly network
new s show
FIRST '" ""'"' w,,,,|<l> local news
a nd weather shows
FIRST '" mu't' weekly daytime
i o ws
Taken from Pulse dated June I 7
WJTV
CHANNEL
12
C U'lTOh RHi »ADC VSTING COMPANY
JACKSON. MISSISSIPPI
THE KATZ AGENCY
49TH AND MADISON
{Continued from page 10)
Uthough quite a number of our
people have ahead) been to the I nited
State-, t lnt <• arc still main who know
little o| tlic new medium and even less
of its rather odd terms. To help these
people over this new stile, our booklet
will include a glossal) of appropriate
terms. Your magazine seems to have
put these words together most effec-
tively. I wonder if we might have your
permission to make some extracts.
Consequently, we would like to run
\our"Diar\ ofat\ commercial," which
appeared in the 9 Januar) issue. \la\
we do this. . .?
John R. Hi mphre\
Federal Secretary
Australian Assoc, of Advertising
Agencies
Sydney, Australia
• SPONSOR is happj to tram permission to
Reader Humphrey.
FALL FACTS TURNABOUT
I do not know the source of your
information on page 188 of the Fall
Facts Basics issue that our station
KTXN, Austin, is an affiliate of the
Sombrero Network.
This is not correct. . . KTXN is affili-
ated with the National Spanish Lan-
guage Network and the Texas Spanish
Language Network as correctly listed
on page 190 of the same issue.
Robert N. Pinkerton
President
Radio KTXN. Inc.
BUYERS' GUIDE
I note in your master listing of tele-
vision stations thai \ mi do not include
our satellite, K\l\ [-TV. This station,
0\\ ned and operated h\ the Maui Pub-
lishing ( !o., is located at \\ ailuku.
Maui, and has been on the air since
November of L955.
I note thai we are nol included in
anj of \<>iii category listings. For
example, the special appeal section. I
am wondering il we have received a
questionnaire to this effecl and have
Failed to return it?
Jim M'i n< i r
\di'l. Sales Wanagei
KOh t li
Honolulu. Hawaii
» BUYERS' <.l 11)1 <| llonnairea were tenl lo
i radio iiiul t* statloni in the I . S-, it- tcrri-
.I..I Canada. Qucstlonnalret for the 1957
il V I H* i.l nil ..,|| l„ mailed t.. .11 tationa
... I. ,., October, 1956.
m the palm
of your
hand
The Surefire Method
of Boosting Sales . . .
... in this rich Oregon mar-
ket. KVAL-TV, Eugene, and
KPIC-TV,Roseburg,give you
the one combination that
brings you complete cover-
age of the Pacific North-
west's 5th largest market . . .
reaching 163,600 families
with spendable income of
$776 million! A great sales
potential, just waiting for
you!
Contact your Hollingberry
man, or Moore and Lund
(Seattle-Portland).
reaching
Oregon's rich
2nd Market
in the
heart . . . of the
nation's timberland
KVAL-TV
EUGENE - CHANNEL 13
KPIC-TV
ROSEBURG • CHANNEL 4
I I
Sl'i.NSOK
20 u i.i vi !')",(,
The top three
are on 2
three of New York's top thi
re film prog i tre carried on
wcbs-tv, channel 2.
THE I VTE SHOW 18 I
THE EARLY SHOW ...
the late matinee is number three.
Chances are this record will stand
unbroken for a long, long time . . .
because wcbs-tv has signed up two
hundred - ty more big films
from the studios of Warner Broti
Republic, and Columbia Pictures.
The list of titles includes :
The Maltese Falcon
The Life of Emile Zola
Arsenic and Old Lace
The Fighting Si abees
Watch on the Rhiru
You'll Never ('•< t Rich
Little Caesar
Christmas in Connecticut
Pennies from Heaven
George Washington Slept Here
Flamingo Road
Penny Serenadi
These hits and many more will soon
have their first New York telecasts on
wcbs-tv — the station which (with
good reason) wins the largest average
audience in New York day and night.
81 irci Nielsen, Junt 1956. Mon -Fri averagi ■ ■
New York • CBS Owned
Represented by CBS Television Spot Sales
DOMINANT
COVERAGE
(Unduplicated)
All of upper
NEW YORK
and
VERMONT
with the plus of
MONTREAL
WORE
A\\ '
We Top
NIORt
prOGRM"s
AUDIENCE
y\\o^
ever
a<
HOAG-BLAIR CO.
Notional Reprejcnlotives
1',
TIM
/m II illiam R. Goodheart. Jr.*
Looking baektcanl 15 years at show business
When I was asked to write this guest column, it was -ug-
gested that 1 compare show business as it was L5 years ago
and as it is today.
On the surface, that doesn't appear to be such a difficult
task. The difference between 1941 and 1956 is basically one
thing: Television.
Fifteen years ago, there was no television to speak of. Sure,
there were several thousand sets in operation, and some net-
works actually were beaming programs, but it was all in the
experimental stages. At that time, I was executive vice presi-
dent of Music Corporation of America. I vividly recall how
all of us "knew""' that television was "just around the corner"
in those days. But we had been saying that for 10 years, and
somehow it had lost its edge.
In the early 1940's, show business in this country was as
hot as the war overseas. The different mediums had Learned
to live with each other quite profitably. Motion pictures and
the legitimate theater enjoyed a common boom as people
sought to escape briefly the stark realities of the war around
them. Dance bands, playing the theater circuit-, were still
riding the wave of prosperity that had made them the top box
office attraction at the turn of the decade.
Radio, especially, had achieved new height-. It was a me-
dium that had built tremendous audiences for comedian-, quiz
shows, dance bands and singers. Radio had "made" people
like Jack Benny, Fred Allen, Kay Kyser, Ralph Edwards and
a raft of others. But in 1940, radio rose to new pinnacles of
distinction. It proved it- real worth as the ominous pounding
of marching feel echoed through the world. The verv loot-
steps were transmitted instantaneously to Americans in
drama-packed radio broadcasts. Who can forget the broadcast
speeches l>\ Hitler a- he cried out lor Lebensraum? Do
you re m em be i' those radio flashes on December 7. 1() 1 1 ? Thai
was a new kind of radio coming into it- own. These were the
years thai radio grew far beyond entertainment and simple
new- reporting. Radio became the ear- ol the world. News
commentators counted their audience- in leu- ol million-.
There was thai vital realism about radio ili.it newspapers
*Guest columnist "Billy" Goodheart, Jr.. who is substituting ia sponsor's
regular, Jo< I $ida, during his illness, has recently joined VBC in an executive
capacity. Goodheart has been associated with the entetlaimhent field un almost
a quarter century, is credited with discover) "' man} stars,
i I'lfiisc /urn it> page 64)
M'OVSOK
20 august L956
k
/
u
Ousfc lil<^ downtevon
Colossal !
It's "Boston Movietime," a bright new programming
concept, scheduled daily, 4:45-6:30 PM, over WBZ-TV,
reaching Mom, Dad and the kids. All of 'em.
Mainstay will be WBZ-TV's new Warner Brothers
package of features, like "Sergeant York," "Life of Emile
Zola," "Adventures of Robin Hood," "Johnny Belinda."
With stars like Gary Cooper, Bette Davis, Errol Flynn,
Jane Wyman, Paul Muni. Big deal. First time on TV, too.
"Boston Movietime" will start off with those utterly
incomparable cartoons, build through Selected Short
Subjects with Leon Errol, Edgar Kennedy (just like
downtown) to the big Warner Brothers pictures.
Promotion? Naturally. Newspapers, car cards, cab
covers, contests, on-the-air spots, the works. All of which
means more families in a happy movie party mood,
settled and set to stop, look and buy.
Bring your own popcorn. We'll bring the folks. And
Herb Masse, WBZ-TV Sales Manager, he's at the partici-
pation box office: Algonquin 4-5670, Boston. Oh yes,
A. W. "Bink" Dannenbaum, WBC VP-Sales, is operating
the New York ticket window at Murray Hill 7-0808.
Get 'em while they're hot.
In Boston, no selling campaign is complete without the WBC station
[Support The Ad Council Campaigns!
WESTINGHOUSE BROADCASTING COMPANY, INC.
RADIO
BOSTON WBZ+WBZA
PITTSBURGH KDK A
CLEVELAND KYW
FORT WAYNE WOWO
PORTLAND — KEX
TELEVISION
BOSTON WBZ-TV
PITTSBURGH KDKATV
CLEVELAND KYW-TV
SAN FRANCISCO KPIX
KPIX REPRESENTED BY THE KATZ AGENCY. INC
ALL OTHER WBC STATIONS REPRESENTED BY PETERS GRIFFIN WOOOWARO INC
SPONSOR • 20 \l (.1 ST 1956
i:
SPECIAL BULLETIN!
TO: ALL FAST MOVING ADVERTISERS
RUSH'. URGENT'. CODE 3 IS RATING HIGH — SELLING FAST! FIRST RELEASED
ON WEST COAST ONLY, CODE 3 IS #1 SYNDICATED FILM IN SAN DIEGO:
27 .k — #1 SYNDICATED FILM IN LOS ANGELES: 16.9. TOP-RATED IN TIME
PERIOD IN PORTLAND: 17.8; SACRAMENTO: l6-5; SEATTLE: 22.7; SAN
FRANCISCO: 12-3- STARTING SOON IN MANY OTHER PARTS OF THE COUNTRY
FOR STROH BREWING, DINING CAR COFFEE, CROSLEY BEND IX, MILLER
BREWING AND OTHERS. CHOICE MARKETS DISAPPEARING FAST,
THIS IS YOUR SIGNAL FOR ACTION.
new concept in TV realism
. . . gets into the heart as well as the ho vie
COMMUNITY THREATENED BY,
JUVENILE GANG WAR
Gripping dramas based on real-
life police cases which made front
page news — taken from the files
of the world-famous Sheriff of
Los Angeles County, Eugene W.
Biscailuz, creator of many firsts in
law enforcement.
•1,500 man organized reserve
•Volunteer mounted posse
• Aero squadron
• Police radio cars
• Honor system prison farms
•Youth rehabilitation centers
Phone, write, wire ABC Film Syndication, Inc.
Which Kansas City radio station
is getting the lion's share of
national business?
&» -warn
10,000 WATTS, 710 K.C.
The same station which is getting the lion's share of listeners! — WHB
The buying action of these and other national advertisers,
and their advertising agencies, is the most graphic kind of
confirmation of the power and the dominance indicated by
WHB's audience-share superiority. Talk to WHB General
Manager, George W. Armstrong, or the man from Blair.
ANACIN • ANSCO FILM • ALLSTATE INSURANCE COMPANY • B. C. HEADACHE POWDERS • BAYER
ASPIRIN o BAKER'S HAIR TONIC • BUDWEISER BEER • BUSCH BAVARIAN BEER • DR. CALDWELL
CAMEL CIGARETTES • CARLING'S RED CAP ALE • CHESTERFIELDS • CLARK CANDY COMPANY
CLARK SUPER GASOLINE • CONTINENTAL AIRLINES • CONTINENTAL TRAILWAYS • COPPERTONE
LOTION • DAFFODIL FARM BREAD • DODGE TRUCKS • DRANO • EX LAX • FORD MOTOR COM-
PANY • GRIESEDIECK BROTHERS BEER • GENERAL MOTORS ACCEPTANCE CORP. • GOLD MEDAL
FLOUR • GOETZ BEER • HOUSEHOLD FINANCE CORP. • IMPERIAL MARGARINE • INSTANT MAX-
WELL HOUSE COFFEE • INSTANT SANKA • JELLO • KOOL-AID » KRAZY KORN • KROGER STORES
L & M CIGARETTES • LIFE MAGAZINE • LIPTON TEA • M.G.M. PICTURES • MAPLE DEL SYRUP
MILLER BEER • MILNOT • NASH CARS • NUMBER SEVEN POLISH • OCEAN SPRAY • OLD SPICE
PACKARD CARS • PALL MALL • PEPSODENT TOOTHPASTE • PRINCE ALBERT TOBACCO • RAINDROPS
READER'S DIGEST • RHEEMAIRE • RYBUTOL • SALEM CIGARETTES • SANTA FE RAILROAD • SARAKA
SATURDAY EVENING POST • SEITZ PACKING COMPANY • SIMMONS MATTRESS • SIMONIZ (BODY
SHEEN AND KLEENER) • SINCLAIR GASOLINE • SLENDERELLA • SLUMBERON MATTRESS • SUNKIST
FRUITS • SWIFT FROZEN FOODS • HERBERT TAREYTON CIGARETTES • TOP VALUE STAMPS • TURTLE
WAX • UNITED AIRLINES • VEL SOAP • VICEROY CIGARETTES • WESTINGHOUSE • WINDEX
WISK DETERGENT.
Latest!
Metro Pulse
WHB first all day
and night. WHB
first 360 out of 360
' \. hours. In and out
of home, Mon.-Fri.,
6 a.m.-midnight.
WDGY
Minneapolis-St. Paul
Represented by
Avery-Knodel, Inc.
Latest!
Area Pulse
WHB 1st all day.
WHB 1st 263 out
of 288 i \. hours. 25
second place ' i 's,
none lower, Mon.-
Sat., 6 a.m.-mid-
night.
Latest!
Area Nielsen
WHB first all day
and night with
42.7 '< share of au-
dience. WHB first
everv time period.
Mon.-Sat, 6 a.m. -6
p.m.
Lai est!
Hooper
WHB 1st all day
with 45.6' < share
of audience. Mon.-
Fri., 7 a.m. -6 p.m.,
Sat., 8 a.m.-6 p.m.
"THE STORZ STATIONS" Todd Storz— President
KOWH WHB WTIX WQAM'
Omaha
Represented by
H R Reps, Inc.
Kansas City
Represented by
John Blair & Co.
New Orleans
Represented by
Adam J. Young, Jr,
*Transfer
Miami
Represented by
John Blair & Co.
Subject to FCC Approval
20
SPONSOR
2i» \i gi si L956
New and renew
20 AUGUST 1956
I New on Radio Networks
SPONSOR AGENCY
STATIONS
PROGRAM, time. itart. duration
\t Bartlett Pears. Sacramento, Cal
\t Bird Prod. Chi
\l lis Sales. Rochester, NY, for
ich's Bird Seed
h l-Myers, NY, for Bufferin
BW & Staff, San Fran
Ceo. Hartman, Chi
Richard A. Foley, Phila
_Y&R, NY
P l-Myers. NY. for Trushay BBDO, NY
lr l-Myers, NY, for Sal Hepatica _Y&R, NY .
CBS 48
CBS 53
_ABC
ABC
ABC
.ABC
;c Prods. NY C. L. Miller. NY MBS
), eft, Cin. for Drano & Windcx Y&R. NY ABC
k eft. Cin, for Dazy & Twinkle Ralph H. |ones, Cin ABC
.« x. Brooklyn Warwick & Legler, NY ABC
CBS 203
ABC
O'Neil, Larson & McMahon, ABC
Chi
Roche, Wms. Cleary, Chi MBS
x Foods. White Plains Y&R. NY
;< :oods. White Plains, for Jell-0 Y&R, NY
i. na Co, Chi, for Haysma
k r, Kohler, Wise
A enny Co, Avery Island, La, for Ta-
co Scheideler & Beck, NY ABC
.1 iwaka Rubber & Woolen Mfg, Campbell-Mithun, Chi ABC
shawka, Ind. for Summerettes .
' m Salt. Chi NLB. Chi NBC 190
■i i Amer Van Lines, Ft Wayne Aoplegate, Muncie, Ind. _ NBC 190
il erella, Stamford, Conn Mngmnt Assoc, Stamford CBS 203
it Pharmacal, Chi, for All-in-One
* inghouse, Pitts
* Wrigley, Chi
Schwimmer & Scott, ABC, ABC
Chi
K-Mc-C. Pitts CBS 203
unassigned CBS 195
House Party; Th 3 15-3:30 pm; 9 Aug; 6 wks: Robt. Q
Lewis; Sa 11:05-12 n: 5 min seg; 11 Aug: 6 wks
Today's Pet Tune; W-Th-F, 3:35-3:40 pm; 12 Sept.
26 wks
My True Story; alt M-W-F 10-10:05 am: alt Tu & F
10-10:05 am; alt Th 10:05-10:10 am: 10 Sent
Breakfast Club; M 9:40-9:45 am: sts 30 Julv; W 9:^5-
9:40 am: 1 Aug only; Tu 9:55-10 am; 7-14-21 Aue:
W 9:35-9:45 am: sts 29 Aug; F 9:40-9:45 am; 3 &
10 Aug; F 9:20-9:25 am; 17-24-31 Aug; F 9:40-
9:45 am sts 7 Sept
Breakfast Club; Th 9:05-9:10 am; Fri 9:15-9:20 am;
4 Oct
Breakfast Club; M 9:35-9:40 am; sts 6 Aug: Tu 9:30-
9 35 am: sts 7 Aug; F 9:30-9:35 am 10 Aug thru 7
Sept: F 9:20-9:25 am: sts 14 Sent
Press Conference: W 9-9:30 Dm; 25 July
Breakfast Club; W-Th-F 9-10 am: 1 seg per day: 3 Oct
Breakfast Club; M-F 9-10 am: 4 segs per wk; 1 Oct
My True Story; M-F 10-10:30 am; 3 segs per wk; 15
Aug
Codfrey Time; M & ev 4th F 10:30-10:45 am; 3 Sept:
26 wks
Breakfast Club; W&F 9:35-9:40 am; Th 9:50-9:55 am;
8 Aug
Breakfast Club; M-F 9-10 am; 1 seg per day var times;
15 Aug thru 31 Aug
Conventions; as skedded; 13 Aug; 2 wks; Election re-
turns; as skedded
lack Paar; W&Th 11:15-11:20 am; 8 Aug
Breakfast Club; M-F 9-10 am; 2 segs per wk; 1 April
1957
Farm News: Sa 12:25-12:30 pm: 1 Sept; 52 wks
Monitor; 5 5-min segs per wk-end; 3 Nov; 30 wks
Bing Crosby: M 7:30-7:55 pm; 5-min segs; 2 |uly; 13
wks; Mitch Miller; Su 7:05-8 pm; 5-min segs: 8
July: 13 wks: Calen Drake; Sa 10:05-11 am; 5-min
segs; 2 luly; 13 wks
_ Breakfast Club; M 9:30-9:35 am; 10 Sept
Conventions; as skedded: 12 Aug; 2 wks: Election Re-
turns; 8-12 mid; Pick The Winner; W 8:30-9 pm; 12
Sent: 6 wks
Pat Buttram; M-F 2:45-3 pm ; 2 July: 52 wks
i Renewed on Radio Networks
SPONSOR AGENCY STATIONS
PROGRAM, time, start, duration
* Chalmers. Mlwkce
A r Home Foods. NY
3' ol-Myers, NY
i ol-Myers, NY
0 to Oiv, Detroit
0 Cup. Easton. Pa
S y Oil. Kansas City
* Wrigley, Chi
Bert S. Cittens,
Mlwkee
NBC 191
Y&R, NY
CBS 203
DCSS, NY
Y&R, NY
MBS 472
CBS 203
BBDO, Detroit
Hicks & Creist,
NY
NBC 190
ABC
B uce B. Brewer
Meyerhoff, Chi
Kansas City
NBC 191
CBS 156
Natl Farm & Home Hr; Sa 12-12:25 pm; 1 Sept; 52 wks
Codfrey Time, Th & ev 4th F 10:45-11 am; 30 Aug;
26 wks
Bob & Ray; M-F 5-5:45; partic; sts 3 Sept
Codfrey Time, M&W 11-11:30 am; 22 Oct, 52 wks
You Bet Your Life; Sa 12:30-1 pm; 29 Sept: 52 wks
Breakfast Club; M 9:50-9:55 am; Th 9:55-10:00 am;
20 Aug
Alex Dreier; M thru Sa 9-9:15 am: 27 Aug; 52 wks
Howard Miller; M-F 11:45-12 n; 16 July: 52 wks
i Broadcast Industry Executives
NAME FORMER AFFILIATION
Saul
Borcnstcin >5>
Louis W.
Corrigan (4)
NEW AFFILIATION
). Allonier info not available WKRC, Cin, sales
ne Anderson . WSB AM-TV, Atlanta, pub director WFMY-TV. Crcensboro, NC. promo director
nan Bacon KVTV, Sioux City, la, program director WHTN-TV, Huntington, WV. program director
y Bulow, Jr Owatonna Bcstng Co, Minn, pres KSON. AM-TV, San Diego, Cal. retail sales mgr
lert J. Cavanagh Roche, Williams & Cleary, Chi Walker Reps, Chi, vp in chg branch office
nan Cissna WTTV, Indianapolis, asst gen mgr-sales director Meeker, Chi, sales
r De Negro San Fran, comml artist UPA. Burbank, Cal. west coast sales mgr
i. Dickson WSOC AM-FM. Charlotte, news events director Same, actng program director
ne B Dodson WKY AM-TV. Okla City, asst mgr
: Dowden KARK, Little Rock, sales mgr
n R. Duncan WOAI-TV, San Antonio
ge Faust Roland Reed Piod, LA. vp sales
;rt A. Fillmore WRCV, Phila, adv-promo director
ard L. Foote Hoag Blair. NY, eastern sales mgr
Franklin KCW, Portland, Ore, program director
ge Fuerst NBC Spot Sales, San Fran, tv sales mgr
tin Coldberg ABC Rad, NY, rtgs super
harles Creen, Jr. WNOK. Columbia. SC
Haberlan WKY-TV, Okla City ntl sales
'les E. Haddix KLK. Oakland, sales mgr, San Fran
y M. Hatch Ziv. San Fran, sales rep, northern Cal
Hoover KTIL, Tillamook, Ore. gen mgr
i L. Hutchinson, Jr. WBEN-TV, Buffalo, exec prod
>ete Jaeger Cuild Films, NY, vp
nit Kahn L&N, NY, cpy super
I- Kline WCAU, Phila, sales service mgr
Macaulcy NBC Spot Sales, San Fran, rad sales
x Manning NBC Rad, LA, newscaster
Mt J. Mcintosh WWJ, Detroit, sales mgr
mas W. Moore CBS Film, LA. branch mgr
; Morris KTVX. Tulsa, news director
f Moys KPOJ. Portland, Ore, program director
Same, actng mgr
KTHS. Little Rock, comml-ntl sales mgr
KONO-TV, San Antonio, operations mgr
KNXT & CPTN, LA. acct exec
WBUF. Buffalo, adv-promo mgr
Same, exec vp
Same, head news-special events
Same, rad spot sales mgr western division
H-R Reps, NY, asst research director
WORD & WDXY-FM, Spartanburg. SC. sales mgr
WTVT. Tampa, comml mgr
Forjoe, San Fran, gen mgr
KNBC, San Fran, acct exec
KPOJ, Portland, Ore, program director
Same, sales
MCM-TV. NY, sales exec
NTA, NY, adv mgr
Same, sales exec
Same, tv sales
KDAY, LA, news-special events director
Same, stn mgr
CBS Film, NY, gen sales mgr
Same, pub relations-special events director
KCW, Portland, Ore, program director
R. A.
Fillmore (3)
Richard
L. Footc (3)
SPONSOR
2(1 u<;i st L956
21
20 AUGUST 1956
1%'ew and renew
Louis T.
Hagopian (5>
Stuart K.
Hcnslcy (5)
C. P.
Karle, Jr. 1 5 >
Robert S.
Marker i4)
3. Broadcast Industry Executives (continued)
NAME
Hank Norton
Robert R. Pauley
William Perkinson
Joseph B. Rcilly, Jr.
Herman A. Schneider
Walter A. Schwartz
Raymond C. Simms
Thomas M. Smart
Daniel H. Smith
E. Berry Smith
David Strauss
Donald D. Sullivan
Robert R. Tincher
Earl (ay Watson
Russell C. Wittberger
FORMER AFFILIATION
NEW AFFILIATION
KCW, Portland, Ore, continuity Same, promo-pub director
B&B, NY, acct exec CBS Rad, NY, acct exec
CBS Film, Chi. branch super
Wm. P. Bolton Co. Towson, Md
WJON. St Cloud. Minn, acct exec-stn mgr
WW), Detroit, sales
NBC Rad, NY, acct exec
Ballard & Carter, Ogden, electronics sales
WCSH-TV, Portland. Me. tech director-ops mgr
Franklin Finance. Hartford City, Ind, director pub
relations-adv
CBS Film, LA, branch mgr
WTOW, Towson, Md, sales
WISN-TV, Mlwkee, acct exec
Same, ntl sales mgr
H-R TV, NY, sales
KDYL, Salt Lake City, acct exec
WFLA AM-TV, Tampa, operations mgr
KCW, Portland, Ore, promo-pub director
WNAX. Yankton, SD— KVTV, Sioux City, la. adv
director
WNAX, Yankton, SD— KVTV Sioux City, vp-gen mgr
KOVR-TV. Stockton, Cal. vp
CBS Rad, Detroit acct exec
KEX, Portland, Ore, promo dept
Same, gen mgr
WHTN AM-FM-TV
Same, sales mgr
Huntington. WV, gen mgr
Allen-Bradley Co, Mlwkee, jr exec training WISN, Mlwkee. rad sales
4. Advertising Agency Personnel Changes
NAME FORMER AFFILIATION NEW AFFILIATION
Clifford F. Came, Jr
W. R. Carroll
Fred Charlton
Louis W. Corrigan
William ). Delmore
Hal Dickens
Robert E. Dwycr
S. Seymour Elbling
Robe t P. Hoffman
Byron Maddox. Jr.
Robert S. Marker
fdw.i;d ). Mooney
Roger F. Moran
Vernon E. Norris
Carroll O'Mcara
Forrest F. Owen, Jr
Theodo-e R. Paulson
Irwin Ress
Howard E. Riedcr
Alfred P. Ries
Bob Singer
William I. Tracy, Jr
Kent Westrate
M's. Elaine L. Whalen
Anahist, Yonkers, NY, asst
R&R, Chi, acct exec
Ayer, Phila, acct rep
to pres Compton, NY, mkt development
W&C, Chi, vp-acct super
C&W, Chi, acct fuper
Journal-Constitution. Atlanta, adv
Griswold-Eshlcman, Cleve. acct exec
Walt Schwimmer, Chi, rad feature sis mgr W&C, Chi, mrchndsng
K&E, Chi, acct exec
K-MacL-C, Pitts, acct exec
Wade, LA, chg west coast operations
Asch Adv, NY, «nr mkt analyst
B W & Staff, San Fran, acct exec
info not available
W B. Doner, Detroit, acct exec
Everywoman's Mag, NY, ntl chain relations mgr
North, Chi, creative director
R. N. Meltzer Acy. San Fran, acct exec
NY. freelance writer-consultant
Wade, NY, gen mgr
JWT, Atlanta office mgr
FCB. NY, acct exec
J. W. Raymond Adv, LA, cpywriter Orson W. Hautcr Assoc
Cen Electric, Schenectady, adv NLB. NY, acct exec
Olian & Bronncr, Chi, acct exec Same, vp
BBDO, NY, acct exec Mc-E, NY, acct exec
R&R, Chi. research mgr W&C, Chi, snr mkt analyst
Emil Mogul, NY, timebuycr Same, chief timebuycr
Wade, Chi, senior acct exec
W&C, Chi, field mrchndsng analyst
K&E. San Fran, acct exec
Bozcll & Jacobs. Omaha, agricultural adv specialist
MacM-J&A, Bloomfield Hills. Mich, acct exec
Compton, NY, mkt development
K&E, Chi, creative staff
K&E, San Fran, acct exec
LaRoche, NY, tv commls director
Wade, LA, vp-gen mgr
K&E, Atlanta, acct exec
McC-E, NY, acct exec
LA, acct cxcc-cpywriter
5. Sponsor Personnel Changes
NAME FORMER AFFILIATION NEW AFFILIATION
W. F. Allen Upjohn. Kalamazoo vp-salcs director Same, vp-mktng
S^ul Borenstein Vitamin Corp of America, Newark, divisional sales mgr Diversified Drug. Newark ntl sales mgr
Vincent Bium Hi Johnson & Johnson, New Brunswick, adv-mrchndsng di-
rector Tek Hughes LePage's, Gloucester, Mass, vp-mrchndsng
J C Cauntlett Upjohn, Kalamazoo, mgr adv deot Same, director adv division
Louis T. Hagopian Dodge Div, Detroit, eastern new car sales mgr Plymouth Div, Detroit, director adv-sales promo
Stuart K. Hensley Toni, Chi. adv-brand promo Same, exec vp
Edgar E. Hinklc Mathisson, NY. in chg branch Miller Brewing, Milwaukee, temp adv mgr
C. P. Karle, Jr Sheaffer Pen, Ft Madison, la, asst adv mgr Same, adv mgr
Fr.-'nk C. McWilliams Firestone. Akron, adv media mgr Same, admin asst gen adv-mrchndsng
Jick W Minor Dodge, Div, Detroit, gen sales mgr Plymouth Div, Detroit, vp sales
C. Earl Moore Firestone. Akron, adv production super Same, adv media mgr
Chester T. Morledge B. F. Coodrich, Akron, mrchndsng mgr Same, gen mgr special brand sales
|. H. Picou Atlantic Refining. Phila, acting director mkt research Same, director mkt research
Vincent James Robinson Johnson & Johnson, New Brunswick, div mrchndsng mgr Same, vp-mrchndsng Tek Hughes
*-i i r 1 1 n N Sandler Toni, Chi, vp Same, vp adv-brand promo
Arnold J Winograd Pabst. Chi. adv prod mgr Same, adv mgr sparkling beverages
Robert W Wright Durkee, Elmhurst. NY. eastern divisional sales mgr Habitant Soup. Manchester, NH, gen sales mgr
No-t Wyner Emil Mogul, NY, acct exec Monarch Wine. NY. sales-adv director
a W*
Robert |
Mcintosh <3i
F C
McWilliams '5'
6. New Agency Appointments
SPONSOR PRODUCT (or service)
Armstrong Rubber, West Haven, Conn roam Rubber Division
B T. Babbitt, NY C.tiico
Central Dairy, Okla City milk-ice cream
Colgate-Palmolive. NY Colgate shaving products
Continental Car-Na-Var, Brazil. Ind Continental "18" floor wax
Tabron, Waterbury. Conn
Fels & Co, Phila
Cordon Baking, Detroit
C-iesedieck Bros. Brewery. St Louis
Habitant Soup, Manchester. NH
Hudson Pulp & Paper, NY
H'-Cro. Bait
Walter H Johnson Candy, Chi
Knapp-Monarch, St Louis
Lever Bros, NY
McKesson & Robbins. Bridgeport
O'Quin Corp, NY
"'ocr Mate, Chi
r&C. Cm
Clcep-Ezc, Long Beach. Cal
routhern Biscuit. Richmond
^oarklctts Drinking Water, LA
Stokely-Van Camp, Indianapolis
Wm Underwood. Watcrtown. Mass
Tipette nail polish
all products
Silvercup Bread, other baked goods
all adv
soup
cups and containers — new division
fertilizers, lawn nutrients
candy
Spry
Dug & Chemical
charcoal sauce
Tred pencil
Secret cream deodorant
sleeping tablets
cookies-crackers
all products
food products
AGENCY
-k Chemical. NY Sofskin
L&N, NY
DFS, NY
Hall & Thompson, Okla City
|ohn W Shaw. Chi
Product Services. NY
Schcidclcr & Beck NY
Aitkin-Kynett, Phila
Ayer, Detroit
Maxon. Chi
Chas. F. Hutchinson. Boston
Al Paul Lcfton. NY
Applcstcin. Levinstein & Colnick, Bait
Hicks & Creist. NY
Frank Block. St Louis
K&E. NY
DFS. NY
Wexton. NY
FCB. Chi
Burnett. Chi
Van Der Boom. Hunt McNaughton, LA
Hilton & Riggio, NY
McCarty, LA
l&N. NY
K&E. NY
Cllingtcn. NY
22
m'iinmh;
2(1 \i list 1956
KWK-TV
CHANNEL
h
ST. LOUIS
TS!
AFTERNOON RESULTS!
Louisans CHOOSE CHANNEL 4's local shows...
RECALLIT AND WIN".. ."THE GIL NEWSOME
SHOW".. ."The FRED MOEGLE SHOW"
... plus CBS and ABC for largest daytime
audiences for KWK-TV.
*latest TelePulse and ARB reports
REPRESENTED NATIONALLY
BY THE KATZ AGENCY, INC
SPONSOR • 20 AUGUST 1956
23
/
fmmP^
WHAT'S THE GIMMICK
m
It's the little things that make a big difference . . .
the extra stuff that sales are made of. In other words,
modern merchandising.
What you see here is just a sample of merchandising
and promotion extras that back up each and every
CBS Television Film Sales syndicated property. . . the
gimmicks and gadgets, promotion and advertising
material that help a sponsor translate big audiences
into big sales : records, comic books, toys, games,
novelties, jewelry, self-liquidating premiums. And
audience promotion too . . . specially-designed kits
containing slides, trailers, telops, ad mats, displays,
glossies, announcements and star stories. Everything
a sponsor needs to get his show off to a fast start
and keep sales rolling.
Little things. But they're sales-clinchers when coupled
with any of CBS Television Film Sales' top-rated
syndicated films— fastest-moving films in television !
CBS TELEVISION FILM SALES, INC.
Distributing Amos V Andy, The Gene Autry Show, The Range Rider,
Cast s of Eddie Drake, Fabian of Scotland Yard, Holiday in Paris,
Files of Jeffrey Joins, Life with Father, Atl ventures of Long John
Silver, Annie Oakley, Buffalo Bill, Jr., San Francisco Beat, The Whistler,
Navy Lay, Assignment Foreign Legion and Newsfilm — a product
of CBS Xe us.
46.9%
AUDIENCE
SHARE*
MONDAY thru FRIDAY
"FIRST CALL"
with Jack Slattery
6:30— 10:00 A.M.
Monday thru Saturday
Share of Audience
"FIRST CALL" — 46.9
NET. STA. B — 29.7
NET. STA. C — 16.5
TOPS IN POPS
HITS
PROVEN STANDARDS
•C. E. HOOPER
INC.
956
MUSIC • NEWS • SPORTS
CALL
VENARD-RINTOUL-McCONNELL INC.
ftpisflf
Charles Kreigter
President
Charles Krelsler, New York
"I'm the business and Tin a restless fellow," says Charlie Kreisler,
New York's colorful and mosl heavil) advertised car dealer.
Tins year, a trouble year in the car industry, sees Charlie Kreisler
spending $200,000 in advertising, 70', of this sum in air media
alone. Heaviest investment loi tin- Oldsmobile dealer is the Happ}
Felton Show, // OR-T] . which, in the baseball season, accounts for
.")()' , of the six-month advertising budget.
"Toiiiih as it i> for an\ advertiser to measure hi- results l'\ media.
we do know that there'- been sufficient increase in -how room traffic
and volume -ales for us to ascribe it to this package show we've
bought," says Kreisler, who"- planning to renew the Inn next year.
Without being statistics-happy, Kreisler knows that his normal
husiness (250 cars a month in L955) broke down into 20^5 lime,
::n cash. He credits Felton with bringing in a lower-income
group whose |,u\- break down into 70' I lime. 30' , easll.
Bul where Felton provides the audience, Charlie Kreisler likes to
do the selling himself.
"People who come into our showroom 1 I < >i 1 1 Street and Park
\\enuei are presold on make.'' -a\s he. "Our advertising is aimed
at making oui name the most widely-known, confidence-inspiring
one anion- ( rldsmobile dealers.
To achieve this aim, Kreislei began three years ago, in his radio
advertising debut, not onl) to deliver the pitch himself, but to write
his own copy. He use- his agency, the Miller Vgency, principal^
a- a timebuying and advertising placement organization.
"New ** oik 1- an atypical, tough car market," he says. "Our adver-
tising philosophy help- 11- increase oui -ale- potential from the 20
blocks we have a right to. to a 50- to 75-mile radius b) bringing
small town personalized salesmanship to an impersonal area."
Though he's known foi hi- business aggressiveness, Kreisler
-lie— e- the lael that he'- a gentle -oui in private life, whieh he
conducts t it ■ 11 1 Millwood headquarters with the assistance of wife
ami four \ oungsters.
"I'll till you one thing," sa\- he. "\l\ oldest will be 1<« on Sep-
tempbei 1 -he II he driving an Oldsmobile on September •>■ * * *
SPONSOR
20 w GUST 1 056
/ITHIN THESE DOORS
DETROIT'S great new Radio and Television Center
I d in the dynamic
In Center area ... in
i iny with such famous
i es as the General Motors
nd Fisher Buildings . . .
s magnificent new
cast center will serve our
listeners and clients with
jost modern equipment
ole to the radio and
, evision industry.
YJBK
DETROIT
, 1500 KC. 10,000 WATTS J
ISION, CHANNEL 2 CBS
Formal Opening September 14
7441 SECOND BLVD., DETROIT 2, MICHIGAN, TRinity 3-7400
)esi-»~ —
,w a comply on-
co GREAT ^at area dis-
SS* Pro^t secured ete
tutors by *SdT"Grady Cd.
,j he advertiser
wouW oe
Time."
r r the past 27 years.
TODAY, as for ** P mttUon
Grady Co* has ^ ^boo.s. To
cUna hear* ^nd ^rfWfl«
unlock both by the mUGradyavall.
CBS Radio Spot Sales.
abilities.
ooo
C»i-<
.TTI
CHAKVO"" * p PBOA1
TUB
CAROUSE
^p
2.0 AUGUST 1956
PART ONE
OF TWO PART SERIES
This article discusses
the first five problems
mentioned to the riaht
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Till SHOa S I ! LOP
[LTERNATEWEER iND OR COSPONSORS DISAGREE
SALESMEN'S l Mill SI ISM SU WPS
Till: < OMMl Rt I II S DON'l SELL
Till SJ [R GETS Sli K
II i OSTS Rini ll;i III DGl I inn S7 Ml \ I
YOl 'RE PREPARING FOR A JANl I/O M I Dl HI T
SPOT S( III hi 1 1 s Mlbl UPROl EMEN1
...YOIKI I. II VCHING I JANl IK) SPOl ( IMPAIGh
YOU HAVE TO SHOP FOR S) \ DIt III ED SHOti I \ D II Ml.
10 MIDWINTER HEADACHES
YOU CAN START TO LICK NOW
.-//;/ I\CE /'/. /\\/\(7 IS ADMEN'S way to avoid midse tsox PKOIILEMS
by Evelyn Konrad
#% number of problems crop up for air media advertisers during midwintei
that the client and agency can solve more easily by planning for them right mm .
In order to determine 10 crucial midseason headaches and analyze possible
solutions, sponsor interviewed top agency railio-ti directors, account executives
for major air clients and ad managers. In this article, SPONSOR discusses the first
five problems listed above. See m-\t issue for an analysis of the remaining five.
Jt The show's (i //<>/>: By November or December the verdict on a new
show is in. A couple of rating periods have come and gone and agencj and
client are equallv elated or glum depending on the size of their audience
If the show's a turkey, there's the inevitable "we" re sunk" reaction. Bui there
are important steps the agency, client and producer can take to build the show's
popularity .
Naturally the problems differ depending on whether the show is Sim or live.
If it's a film show, the client ma) a^ well resign himself to an unchanged show
format during the next six or eight weeks ahead for which films are neatK in
the can. A live show, on the other hand, can be revamped much more easil)
from week to week, providing contract permits changes. However, in either
SPONSOR • 20 AUGUST 1956
29
JO MIDWINTER HEADACHES (Continued)
WEAK SHOW
20.4
25.7
People's Choice preceded a stronger show cm NBC TV, Thursdays 8:30- 00 C
9:00 p.m. la-l fall. After it was changed to follow the more established.
better-rated program, it- Nielsen average audience rating (see left) in-
ised h\ 26%. Dragnet, the NBC T\ show that was moved from 9:00
p.m. to 8:30 p.m.. also benefited from the switch with an 18', l-oo-t i right i Jv».4
14i9 Navy Log was a CBS ^ *•
when it preceded stroq
comer. It- rating < nine pn
Nielsen AA's) was
£\mi jumped to 21.7 after tim«
TIME SWITCH CURE FOR WE>
instance, there are a number of reme-
dial steps to be considered, ami mosl
of these steps should he thought
through in advance starting now since
the) require a good deal of advance
planning.
I. Time switch One effective cure,
put strenuousK to the tesl in the sea-mi
just past, is totall) independent of
show format. Essentially, it consists of
reshuffling the network lineup in such
a \\a\ a- to put the weak show behind
rather than in front of the strong vehi-
cle.
This system proved profitable on
CBS I \ as well as NBC I \ in some
outstanding instances for both the
weak and strong show lasl season.
For example, there's the storj oi
Vav) Log and Phil Silvers, original!)
exposed with Vav) Log on first in
the 8:00-9:00 p.m. Mock on Tuesdays.
I rider the original arrangement, \</m
Log's average Nielsen audience foi five
30
shows prior to the time switch was
I I.'), with a 26.2 share of audience.
Silvers was raking in a 17.7 Nielsen
\ \. with a 28.1 share of audience. On
5 October the network put Silvers into
the half-hour preceding \<ivy Log,
with the result that the strong show
climbed from 17.7 to 27.0 for the first
five shows alter the change and Navy
Log upped it- comparable five-show
Nielsen \ \ from 14.9 to 21.7 and its
share-of-audience from 25.2 to 31.3.
On NBC TV, People's Choice and
Dragnet each gained b) switching time
periods on Thursdays between 8:30
and 0:30 p.m. to the tune of 1!!' . in-
crease in Dragnet's Nielsen average
audience, and 26' < in People s Choice.
Dragnet climbed from a 32.5 Niel-
sen \\ and h"..(i Nielsen share of
audience to a 38. 1 and 52.9 respective-
ly, while People's Choice benefited to
the tunc of an increase from 2tt. I Niel-
sen \ \ and 31 .12 -hare of audience to
25.7 and 30.3 after the switch. Ratings
are based on the three months preced-
ing and following the time change.
The most highk publicized time
switch was the (TSS T\ changeover for
Honeymooners and Stage Show on
Saturdays between 8:00 and 9:00 p.m.
I hi- changeover, however, turned out
to be the most fruitless ratings-wist-, of
the three cited, in that (Reason's film
-how went from 32.0 Nielsen AA to
the 33.0 for nine ratings before and
after the change, while Stage Show
stayed a steady 18.8. with little change
in -hare of audience, during the same
ratings period.
In two of the three cases < ited above,
the time sw il< h was beneficial to the
Strong and weak -how both. In the
iliiid case. Stage Shoic and Honey-
mooners, both show- were pitted
against a new and strong live -bow.
The Perrj Como Show, on 1NBC TV,
which kept growing in popularity.
sroNsoK
20 \i i.i st 1956
t
STRONG SHOW
Show raked in a 17.7 17 7
dter its first few CBS
■ s. When it was moved
weaker Navy Log, its «^— A
i ed over 9 points (right) fc/aU
1 0 0 Stage Shmv was a Saturday night CBS T\ ratings problem when it pre- 00 7
ceded the stronger Honeymoomers. Together the two shows bucked NIK
T\ "s formidable Como Show. However, despite the controversial time
- _ _ -witch effected between Stage Show and Honeyntponert, rating-wise ^^^ .«.
lOiO neither show gained or lost, but both -bow- maintained the earlier level ■C*f«*f
INGS HELPED SHOWS LAST YEAR
Despite the NBC TV show's strength,
however, the two CBS TV shows main-
tained their ratings after the time
switch.
The moral to the advertiser with a
disappointing show is the following:
Network lineup and time period con-
tribute a lot to the success or failure
of the show. If you're stuck with a
show format. \ou can at least try to
improve interim ratings by giving vour
show the profit of a stronger show's
carryover. The three examples cited
indicate that a strong show need not
suffer from such a changeover — a
good argument to use in negotiation
with the networks.
2. On revamping film shows — A
word of caution to the film show spon-
sor: It may be prudent to avoid last-
minute pressure by producing 13
weeks in advance when you have a
proven show. But if it's a new show
you've bought, here are some of the
steps you can follow right now to pre-
vent a November ratings-slump from
being disastrous:
la) Look over your contract to see
w hether it's flexible to allow you final
script o.L. a word in talent choice,
final approval of production values.
You may be able to renegotiate with
the packager now, before the show
goes on the air.
i lil Work only six to eight weeks
ahead. This gets you past the initial
season's rush and the first few ratings,
but you maintain a degree of flexibilitv
to manoeuver for January improve-
ments.
lei keep continualb abreast of
new product available, or proven film
shows that mav open up. No tv ad-
vertiser can afford not to maintain a
steady pipeline out to the various
packagers and networks. Replacements
for a bat! show don't fall into your lap
at the proper time without a lot of
SPONSOR
20 august 1956
searching — a time-consuming process.
There have been cases when clients
were able to cancel disappointing film
shows in mid-season. About two vears
ago, for example, Bristol-Myers real-
ized within six weeks that its CBS TV
show, Honestly Celeste, was not up to
par with competition. It- November
rating, after an October debut, was a
slim 15.0 Trendex. The client and
agencj went to work immediately
scouting out replacements and discuss-
ing the show problem with the network
and the star. Together the) worked out
an agreement for getting out prior to
the original expiration dale and \>\ 2
Januarv. Bristol-M\ers was on with a
different -how. The 2 Januarv show
was an interim replacement until the
next week, when Stage Seven, a drama
series, became available and went on
for the firm.
"We fell that the time wasn't right
i Please turn to page L10)
31
W^' '
VEGETABLE
WHAT 25 YEARS
ON THE AIR TAUGHT
CAMPBELL SOUP
THESE II LESSONS GUIDE TODAY'S SPENDING
OF l$20-MILLION IDVERTISING BUDGET
I his year, the Campbell Soup < .<>.
marks the completion of 25 years as a
broadcast advei liser.
\ consistent network advertiser dur-
ing each \car ol that quarter century,
Campbell is also a consistentl) big
investoi inbroadcast media. This year,
SPONSOR estimates il is spending some
-.': lo $9 million in network and spot
broadcasting, almost half of its entire
$20 million advertising appropriation.
Campbell has learned a lot about
advertising and about people from
■ I- multi-million-dollar investment in
radio and television during the 2~>-\ ear
span since 1931. Campbell Advertis-
ing Manage] Rex Budd terms this
knowledge "lessons learned. \ml he
narrows dow n these lessons to II
radio and i\ advertising precepts l"i
his com] ian) .
Budd, who directs all advertising
and coordinates all media planning
and buying for the $400 million-a-year
company, prefiled for SPONSOR the
netwoi k buying patei n and die lessons
It ai neil from thai pattei ii dm ing those
2"> yeai -.
I [is box score foi • iampbell, in terms
32
ol networking, looks something like
this when all those years are totaled
up:
In that time, the soup compam
sponsored Ar> dilferent network radio
shows, ranging from one to nine per
year. \ml since L950, when Campbell
made its television entrv. it has bought
l(p dilTerenl network television shows.
The range: a low of ome program in
1950, a high of seven in L955.
Today, the total is -i\ television and
two radio programs contracted I »r
thus far this year.
These totals, of course, reflect the
short-term as well as the long-haul pro-
grams the Summer replacements, the
i \pei iments which didn t pa\ oil.
changes in Format, switches from day-
time io nightime. Most of Campbell's
broadcasl advertising, however, i-
< haractei istic of all its intensive all-
media advertising. It has keen con-
sistent though varied.
Looking back on 25 years as a spon-
sor, Budd recalls with nostalgia and
Something akin to disblief the annual
network radio investment in L931.
i Please linn In jxi^r 'K\\
#
radio
Diil, Powell slurs in Hollywood Hotii
radio
Walter O'Keefe quizzes Double-Or-Nothing gun s/
't'^J radio
I. ann i Ross greets Campbell sales staff
Wend) Barrie, Conrad \agel and Monty /' ""//< )
radio
Milton Berle with guest, Elsa Maxwell
<AM
'S 51-SHOW
radio
HISTORY
TYPE OF SHOW
STARTING DATE
television
ENDING DATE
February 1931
-
October 1931
1932
NBC
music-va-
October 1934
December 1938
CBS
comedy
October 1934
1938
CBS
var
March 1937
April 1938
CBS
-
drama
December 1938
'39
CBS
■ r ■
■ 3 - - -
January 1938
943
NBC
news
September 1938
March 1939
e :
July 1939
oer 1939
CBS
:.-;5
•
October 1939
March 1940
CBS
:oss
sic (night-
April 1940
1942
CBS
day
September 1939
January 1940
CBS
lins
day
January 1940
1940
CBS
daytime S(
July 1940
1941
CBS
iOr* : '
drama
January 1940
January 1941
CBS
Ian
daytime s
July 1941
1942
CBS
1-5
comedy
September 1941
1942
CBS
narration
February 1940
April 1942
CBS
quiz
July 1941
August 1941
CBS
"
dra~ 2
September 1942
Sec-e—De'-
CBS
comedy
March 1943
May 1943
CBS
comedy
June 1943
June
CBS
■
mystery
June 1945
September 1945
CBS
A
-ews
October 1945
June
CBS
Pe !
dra~ a
October 1945
April lu-
CBS
April 1946
mber 1947
CBS
Ar:-
situation comedy
April 1946
September 1946
CBS
rd«
music
October 1946
March
NBC
rose Haymes
music
Andrew Sisters, cons.)
June 1947
,ary 1953
CBS
: No'
1
quiz
June 1947
January 1953
NBC
■
news
September 1947
June 1950 z
CBS
quiz
January 1953
January 1954
ABC
drama
January 1954
-
ABC
- -
music-va-
January 1956
April 1956
CBS
if."
daytime ;-:
January 1956
March 1956
CBS
■ .iew
•
September 1950
February 1951
NBC
: j
•I
var ' -
January 1951
June 1951
NBC
"iric Fa n
comedy
September 1951
May 1953
NBC
dra— 3
June 1952
?52
NBC
quiz
October 1952
1954
CBS
■
dra~ a
July 1953
September i -
CBS
:-en's
March 1954
March 1955
NBC
comedy
June 1954
February 1955
CBS
drama
September 1954
September 1954
NBC
1
1 1
.ation comedy
Sec-e-ber 1955
NBC
H '•'
luvenile
October 1955
ABC
e Sta
drama
September 1955
356
NBC
1 the c3-
edy
June 1955
1955
CBS
variety
June 1956
CBS
>;, ■
participa-
June 1956
CBS
dra — a
September 1956
NBC
SPONSOR •
2d \u.i st L956
nl i sion
Henry Morgan headed
talent-iarieiv shou:
:sioii
and stilt going strong
"gut
^V" it** \>>* -0\ J~
■•* •»&*'? WW**1*
&4
■
SO YOU'RE GOING TO
MEET IN A WOODED NOOK?
SLACKS IRE GETTING MORE WEAR 77/ /.\ GRAY-FLANNEL
SI ITS IS EXEC MEETINGS T IKE TO THE HILLS OR OPEN SEA IN SEARCH OF NEW IDE IS
1 1 - a toss-up these days as to who is
taking t fi< • mosl mone) oul "I Madison
\\riujc Brooks Brothers or \ f ><■ t -
crombie and Fitch.
[ Ik- growing trend among executive
personnel t<> l'H out "f the offices and
conference rooms to Imld llirir lirain-
storming sessions undei God's greal
blue sk) is effecting a change in both
wardrobe and accessories. The coco-
-tr;i« cap i- covering up the old crew
cut. Spor) shirts are replacing button-
dow ns. Chan oal suits are gn ing waj
I" Bermuda shorts. Vnd as account
ex« - and < lients scramble aboard
yachts for planning meetings, one is
likel) I., dnd man) more duffle-bags in
<-\ iden< e than dispah li < ases.
Indav. the barometer of a client's
campaign is Frequenth tin- < lejit li of the
a.e. s tan.
\l first »lan< e. thiv nun in» of
"Thinktime ' outdoors seems ironic
inasmuch ;i> it - catching hold just
v hen such modern refinements as air-
conditioning are making the executive
suite more habitable than ever. Yet no
one can denj the practice has laVrn
hold. Some hotel and resort men esti-
mate I li.it ihcii luisiness "I renting fa-
cilities foi executive get-togethers has
tripled in the past five years. Vnj
practice with such growth-rate must
have prett) sound reasons behind it.
One of these reasons maj well be
the tax-deductible angle, fhe Bureau
of Internal Revenue looks with favor
upon the out-of-ofli< e < onference. It
regards, in such cases, tlie "wooded
nook" as an extension of the office and
allows for expenses incurred right
diinii to the last drop of scotch and the
last < i iimli ol salami.
v<> when an agencv head is shopping
around For hunting lodge accommoda-
tions for a three-da) strateg) meeting,
he can feel reasonabl) sure that an\
creative ideas thai come oul of it will
be bought w ith a 40-cenl dollar.
\nolher and prohahh the chiel
reason is that constant interruptions
and the pros of immediate business
around the office toda) is making it im-
possible for two or more people t<> -it
;i
SPONSOR
20 \i <•! si 1956
still long enough to listen to the boss'
favorite joke, let alone ge! am far-
range planning accomplished. Even if
\ou tear out the phone wires, gag and
bind your secretary, then lock your-
self in the hoard room, it will develop
within five minutes of the meeting's
start that one ol you has a lunch date
with a client and must tear yourself
away. Such is (he rase with I5BDO.
For Batten. Barton. Durstine & Os-
borne ever- and employees there's an
annual convention. Across the street
to the Roosevelt Hotel in New York, go
these meeters to get away from tele-
phone lings and office clamor. "We do
wish, though, that we could get further
away, one member of the agency
cheerlessly said. "Because the secre-
taries who've been left to hold the fort
inevitably dash across to us with
memos."
"Have you thought of going to
somewhere like Central Park which is
in the Citj ?" we asked him.
"Gracious!" he exclaimed. "That's
much too far awa\ ."
The answer, then, is to shanghai
\our key personnel, clients and idea
men. maroon them on an island some-
where off the coast of Maine, then
break out the blueprints and hamburg-
ers. At this point, you've not only got
a "captive audience" — you've got "cap-
tive brains."
The American Management Associa-
tion has been advocating just such ac-
tion for years. In fact, the Associa-
tion aids executives in planning for
and setting up business meetings out-
side the office in likelv localities.
"Sport »liirt session" in Connecticut for Grey admen. I. in r: (facing cam*
comptroller; J. Lorin, .1. Singer, li"th v.p.'s and acct. supers.; (standing) II
exec, v.p., acct. super.; I.. Valenstein, board chairman; \. C. Fatt, pres.; (back
'I'. M. Kaufman, v.p., acct. super.; \. Leokum, v.p., creativi -In.: S. Dalsimei
super.: ( in check -hirt I A. L. Hollander, v.p. radio-tv. Since meet, Grej added
I). Strauss,
to camera >
v.p., acct.
I:! accounts
"Most people are trapped by de-
tail," says George Odiorne, who heads
AMA's intra-companv management
program. "They can never do ad-
vanced planning because of immediate
business problems and a stream of in-
terruptions.
"In a different climate — in new loca-
tions with other facilities from those
found in the office, people think differ-
ently. Getting away from the pressures
allows experimental thinking. '
Experimental thinking, which should
be the aim of a get-awav-from-it-all
session. doc- not concern itscll with
techniques or "how to" principles. It
is e\actl\ what the name implies — a
development of ideas. "For the type of
concentration necessarv to experi-
mental thinking." says Odiorne, "the
men must be removed from the held of
action.
"When AMA is asked to set up su< h
a program for a company, we immedi-
atel\ ask for their objective. When
the) realize that most of their execu-
tive meetings are called to plan for the
(Please turn to page '>'■(>'
Three agencies that recently held "wooded nook sessions
Agency: Grey
At Richfield, Conn.
To provide for expansion of
agency services, Grey execu-
tives discussed a new ap-
proach to service assignments.
personnel recruiting and train-
ing, aims and organization
for new business. Apparent!}
some solid ideas on new busi-
ness came out of it. Since
the meeting. 12 new accounts
have entered the Grev airenc\.
Agency: D-F-S
At New Rochelle, N. Y.
With Wvkagvl Countrj Club
setting. 150 key D-F-S person-
nel from si\ offices discussed
objectives of the agency. Per-
sonnel got to know each othei
better through two cocktail
parlies and transportation \ ia
car pools. Sporting events ol
chance and skill w ith pi izes
COUrteS) of client- lopped oil
the wooded nook meeting.
Agency: K & E
At Lake Placid, TV. Y.
For the fourth time. K&E's
top executives from 10 offi< es
met. This j eai - Ma\ meel ing
highlighted overall agenc\ ob-
ir i i\ es ami departmental
progress in areas sin h as pei -
sonnel. public relations, mar-
keting, accounts and their ad-
\ ertising \ ehi< les. \'<- reation
included a picnic and dinner
w bich aided relaxed planning.
SPONSOR
20 August 1956
35
I { you deliberatel) set oul to tesl the
efficien 5 oi a single advertising me-
dium in selling wine, you could scarce-
ly hope for a better laborator) than
the state of Penns) Ivania.
Here, all alcoholic beverages I with
the exception of beer) are sold <>nl\
through state-owned-and-operated liq-
uor stores. In these stores, 110 point-
of-sale promotion material is per-
mitted. Clerks arc nol allowed to rec-
ommend one brand over another or
otherwise to assist the customer in
making a selection. Each brand, with
price clearl) marked, nestles on the
shelves among competitive bottles, and
it's up to the customer to pick his own
potables.
Vmong advantages this liquor-con-
trol system offers to distillers and vint-
ners is 100' . distribution throughout
all stair st s, and a carefull) detailed
sales report ever} two weeks.
Into this laboratory on 1 October
]'):,."). came Kasser Distillers, of Phila-
delphia, with a radio campaign on
local station \\ PEN, aimed at helping
customers in the Philadelphia market
make their wine selection before the)
got to the state store-. The wine-
that Kasser intended them to select
were King's Burgundy and king's Sau-
terne, a pair of relative!) new labels
introduced, without am advertising
whatsoever, a short time earlier to the
shelves of the state stores.
The campaign on WPEN was the
first and onl) advertising support
given lo this pair of wines. It had no
,i--i-t from an) other media. Clearly,
if King's Burgund) and Sauterne sale-
jumped ahead or stood still, it would
he because radio had done the jolt or
failed to do it. Radio did it.
B) the end of the second week of
the , ampaign. -ales on these King's
wines had increased 1 ■">' < ■ Eventually,
Kassei Distillers were fared with the
problem of producing enough bur-
gund) and sauterne to meet the de-
mand.
Hiding the eoattails of the burgundv
and sauterne's success, the entire
King's brand line soon increased it-
sales b) 57%. These other products
of Kasser Distillers include whiskey,
brandy and liqueurs. All hut I"', « -1
II H IT RADIO DID FOR
KING'S WINES: 43%
SALES JUMP IN TWO WEEKS
KASSER DISTILLER} INTRODUCED ITS \EW WINES EXCLUSIVELY OVER WPEh
Customer's choice: Pennsylvania's state owned-operated liquoi stores permit
no point-of-sale promotion, no recommendation by clerks. Buyer names his brand
Raymond II. Kasser, ih Kasser Distillers
\.|i.. with Feigenbaum & Werman account
executive Ja> Beneman whose Philadelphia
agenc) created The Frenchman as ;i unique
salesman foj Km-'- newly developed wines
Kasser's output is sold within Penn-
sylvania where the company ranks sec-
ond in alcoholic sales.
Five months later. Kins's wines
showed an increase of 1.073' ; over
pre-radio sales. Kasser was forced to
increase its wine producing capacity
by one-third.
100', of King's Burgund) and Sau-
terne budget went to radio, because of
iis low cost per announcement making
possible greater frequency. Repetition
was considered especially important.
\\ hat counted was the total number of
reminders that could be provided 1>\
a saturation campaign.
\\ hen King's Burgundy and Sau-
terne took to the air on 1 October
1955, its schedule called for 20 one-
minute announcements per week.
quickly went to 40. In the weeks prior
to Christmas, when wine sales reach an
expected peak, the saturation schedule
rose to 60 announcements weekly.
Throughout the \\ TK\ campaign, an-
nouncements were aired morning, af-
ternoon and night in order to blanket
everj audience.
King s Burgund) and Sauterne were
produced to appeal to that segment of
the wine-drinking public which found
kosher sacramental type wines too
sweet and most table wines too dry.
The sales approach worked out b\
Kasser's advertising agency , Feigen-
baum and Werman. of Philadelphia,
was directed primarily at women with
a side slant at the male consumer.
Raymond 11. Kasser. \.|>. of Kasser
Distillers, said of the new wines: "I
knew that if we could get the women
of Philadelphia to taste them. the\ d
like them." He also knew that women
were the prime purchasers of the
sweeter wines and that their prefer-
ences were decided by taste rather than
1>\ alcoholic content.
Kasser's knowledge, based on ex-
perience, was also supported by mar-
ket research data at the Feigenbaum
and Werman agency. Among this ma-
terial was a Roper report, issued in
August 19.")5 b\ the Wine Advisory
Board of California, titled. "A Study
of Peoples Attitude Toward and Usage
of \\ inc.
Among the more significant facts un-
covered was that older people — and
especially older women — are the larg-
est consumers of wine in this country.
70' i of a group of women in the 50-
or-over age group had replied that they
were wine drinkers. Of the men in the
same age group who were queried.
~>.V; answered in the affirmative. In
all age group*, from 1!! years mi up,
the percentage of women compared to
the percentage of men who drank wine
was from H>'< to 10', higher.
The same report listed a number of
qualities often associated with wine
that would seem to be especialU good
sales points for a feminine audience.
Prestige, economy and taste were fa-
vorably thoughl to be anion- the at-
tributes of wine. "Gracious living'
and "nice people were also associated
with wine in the minds of most of
those interviewed. Factors that might
add to women s interest in serving
wine are that it is popularh considered
a mealtime drink, good for the health,
moderate \ el festh e.
Most encouraging facet of the Ropi i
report, from the point of view of wine
producers, is the revelation thai there
is a greater customer potential than i-
being realized among people who al-
ready like and accept wine. The prob-
lem is not one of educating taste- but
of reminding those who like the prod-
uct to go out and buy a bottle for
tonights dinner.
To do the sales job for King -. fei-
genbaum and Werman created a char-
acter called The Frenchman. His was
a role designed specifically for radio
and particularly for the kind ol ex-
ploitation possible over \\ PEN. \- ex-
plained by \\ PEN's sales manager En
Rosner, the agency took advantage of
\\ I'l.N s music and new- format which
i- monitored by a staff of five per-
sonalities. iWI'l \ prefers "person-
alities' to "di-k joi ke\ -. '
The Frenchman announcements are
halt live, half recorded. He is intro-
duced as il be were presenl iii the
Studio, and is preceded b\ a few bars
m| a melody From some pop numbei
like the "Tin- Song From Moulin
Rouge or "I Love Paris." Then The
I renchman -peak-:
///.' There you are! This is The
Frenchman." • \ few days after the
In -i Frew Inn.iii commercials made
llicii debut, the* produced an unex-
pected di\ idend in the form oi a cab b>
i Please turn to page 8 I i
SPONSOR
20 uci st 1956
\1
REPS TODAY:
THE EYES AND THE
EARS OF NATIONAL
ADVERTISERS
MODERN REPS HAVE THE FACTS AND FIGURES
FOR BUYERS SEEKING MARKET DATA
There is no surer waj t<> increase sales than i<> really know the product you're selling.
New Shell product checked locally (from 1.) \\ . II. Harrell, retail mgr.; .1. C. Hopkins, sles.
mgr.; !>'. I . Higgenbotham, -l< s. pro.-ad. mgr., Atlanta, all Shell: K. S. Byerly, Katz \il. mgr.
I*
["*&!
•■*..
Ml
AHEAD
SHELL
SHELLUBRICATIOM
^^ii|i|)(»e you're planning an ad cam-
paign for a baby food. \ ou're think-
ing of spot television, but you'd like
to know bow many one-year-olds there
are in the 22 markets you have in
mind.
How do you find population figures
on one-year-olds'.-'
One of your first moves, if you're
an agency or a client, should be to
check a radio and tv station represen-
tative. These days, he's right on top
of answers to questions of this type.
The rep no longer mereb submits
avails, a routine county-by-count) cov-
erage map and the lowest cost-per-
1,000 in his rate book. His selling to-
day can bo described as creative and
mature. He's selling and servicing the
advertiser in a more penetrating wa\
than ever before. \\ itli this broadened
concept of time sales, the rep is adding
stature to his own profession and to
that of advertising.
Not every rep, of course, is equipped
to come up with the number of people
in Ottumwa. Iowa, who have one blue
and one brown eye, or to come up
with the answer in two hours. But
most reps have quantities of statistics
which serve as sales-clinchers in their
selling arguments and which can ease
the buyer over many a tough market-
ing spot.
The information can be of a nation-
al character, provided by the represen-
tative's headquarters staff, or it can
concern purelv regional or local data.
which a marketer needs to develop his
local sales potential more fullv.
One of the reps which is particularly
well geared to service the agency and
client broadcast buyer with specifics
of this kind is The Katz Agencv whose
approach Ivpilies the current trend
among reps to provide information-in-
depth.
These examples of service requests
filled by The Katz Agency staff in re-
cent weeks illustrate the scope of the
service which an advertiser can gel
todav .
► / drug product: kat/ provided
answers to a detailed request from an
ad agency which had \u~-\ taken on its
first proprietarj drug a< count. I he
client planned to introduce a new drug
• lore item for children with use of
spol radio and tv in -i\ markets.
I Lie'- what the client asked for and
received From the rep:
I. Corporate (street boundary I area
population in each market.
SPONSOR
20 \i Gl ST 1956
2. Audit Bureau of Circulation re-
tail trading area for each market,
3. Number of families in the h e
county in which the <it\ is located.
4. Number of children under si\
years of age in each market.
5. Percentage of radio home- in
the count) .
6. Percentage of television homes
in the counts .
7. Effective buying income for Eami-
Iies in the home county.
8. The relationship of buying in-
come to the national average, in plus
or minus terms.
9. Drug sales per family per year
in the county, with the relationship of
this figure to the national average.
10. A list of all radio and tv sta-
tions in each market, with data on
affiliation and coverage area.
11. Cost of a schedule of one-min-
ute announcements in daytime radio
and tv.
► Xeic business pitch: An ad agenc\
planned a presentation to a client for
new business and needed some argu-
ments to bolster its tv recommendation.
It asked for and got examples of spot
tv advertisers who in the past three
years have increased their spot tv ex-
penditures from less than $100,000 to
$500,000.
► Irrigation equipment: A Midwest
agency, handling irrigation equipment,
asked for (1) a list of states with more
than 100.000 acres of irrigated land.
(2) the number of irrigated farms in
each state and (3) the total irrigated
farm acreage of each.
► Food product: A food manufac-
turer requested a dossier of recent suc-
cess stories on food advertisers who
have been buying institutional spot ad-
vertising. The client also asked for a
comprehensive analysis of television
rate trends in the top 50 markets.
► Deodorant: A new deodorant,
planning a heavy introductorj spot
campaign using both radio and tele-
\ ision, was interested in what the com-
petition had been doing. It got infor-
mation from Katz on current spot ra-
dio and tv buying patterns of competi-
tive products.
► Frozen food: A New York com-
pany, producing a regional frozen food
line, wanted to know when supermar-
kets closed their doors in his marketing
area. The Katz Agency's field force
• becked each eitv and came up with
closing times as they were requested.
I Please turn to page 96)
I'CW previews market data: from 1. Jack Thompson, asst. >l-. mg.. radio;
Russel Woodward, ex. v.p.; II. P. Peters, pres. ; Jack Brooke, E. i\ sis. mg.
$100,000 for market study
Peters, Griffin, Woodward researches 57 local markets
I he expanding role of the station representative in servicing
agencies and advertisers with facts and figures was dramatized this
week with release of a $100,000 marketing project by Peters,
Griffin, Woodward.
This sum, representing out-of-pocket costs as \\ ••! I as -t a ff sala-
ries, was spent by the rep to produce an exhaustive series of 214
Studies covering each market where it represents a radio or tv
station.
Answering '"an industry demand of some 20 years' duration,"
Peters. Griffin. Woodward early this year put its promotion and
research staff on the job of collaborating with its six field offices.
Their job: to compile basic market data which an advertiser needs
to know in order to reach — and to sell — a local market effectively.
Lloyd Griffin, vice president, explains that the market informa-
tion provided "is available in one place or another, but much <>l it
never seems to be where we can put our hands on it when we want
it in a hurry. Now we can take the buyer, the account man oi the
client on a 'tour" of the city in less than an hour, yel be learns
things which he couldn't get in a three-day trip to the citj itself.
This is the type of data which PGW has collected foi it- 32
radio markets: a detailed description oi the market area, with cirj
history, population, local habits, hank deposits, income, local in-
dustry: retail outlets (drug, department, loud, etc.); newspapers,
tv and radio stations, with -pace and time rate-, circulation, powei :
ratings and county coverage of the I'GW station there.
Data for 25 t\ markets include- rhese basic-, a- well a- such
information as when youngster- gel out ol -chool. altitude, tem-
perature, retail sale- by product t\pe. category, office hours, airline
service, hotels, car registration, principal highways, college en-
rollment.
To introduce it- new market analysis. I'GW i- mailing a cop] ol
each of the 32 radio market reports and one -ample t\ brochure
to 1.680 agencie- and "67 national advertisers this week. Mailing
will go to the -even cities where the rep has offices, New York,
Chicago, Detroit, Atlanta, Fori Worth. Los Vngeles and San
Francisco.
The national project is an outgrowth ol similar market reports
on 1 2 radio markets circulated h\ the company in 1954. Because
ol their usefulness to the buyer, the reports were expanded in detail
and in quantity. I'GW salesmen w;ll use these reports in contacl
ing buyrs, account people and client-.
I'GW will circulate a total ol 250,000 printed piece- includin
filing folders for each market and a new t\ promotion brochui
"Dame- in the Da\ time." * * •
SPOT TV SPENDING
TVB ESTIMATES SHOW SPOT SOARING FROM $100,209,000 1\ /
l^lational and regional advertisers spenl ovei $5,000,000 more for spot tv time
during the second quarter of 1956 than during the first. Spending hit a total of
$105,584,0 :ompared with $100,209, the first quarter. This was the pic-
ture ol spol l\ growth emerging as the Telex ision Bureau of Advertising released
the third ol it- quarterly reports on -~| >» >t television expenditures covering \ j > i i 1 .
May and June 1950.
The TvB figures are hased on aeeount activitv reports from 500 tv stations in
203 markets made to the V ('.. Rorabaugh Co. Gross one-time rates as of Janu-
ary 1950 were used to produce estimates of the dollar expenditures hv individ-
ual advertisers.
Data released by TvB and shown on these pages includes: a breakdown on
spending by time ol day and type of announcement used: a breakdown on ex-
penditures l>v product classifications; spending bv the top 2<iii spot tv client-:
and the top 10 agencies in spot tv billings.
I lie second quarter 1050 figures show marked changes in activitv among in-
dividual advertisers compared with the first quarter. Lever Bros., for example.
has almost tripled its spending, going from 38th-ranking spot tv client in the
first quarter to 9th in the second. General Foods moved from lth to 2nd. Philip
Morris and Colgate-Palmolive showed sharp increases. Rev Ion. which wasn't
among the top 2(H) in the two previous TvB reports, now is number 12.
Reflecting the fall-off in automotive advertising activitv in all media, expen-
ditures hv the automotive firms are down in general.
HOW SPOT TV SPENDING BREAKS DOWN BY
TIME OF DAY ON AIR, TYPE OF CAMPAIGN*
D M
$36,714,000
34.8%
MIGHT
$58,589,000
55.5%
1. ITE MIGHT
$10,281,000
0.7%
TOTAL
$105,584,000
100.09?
INNOl \< 1 WENTS
$47,001,000
44.5%
ID's
$12,529,000
11.0',
1' IRTICIP ITIONS
$24,250,000
23.0$
sHon s
$21,801,000
20.0< j
TOT 11.
$105,584,000
100.0',
1
to
SPONSOR
20 vi (.i sr 1956
i MILLION IN SECOND QUARTER
"■:/{ 1956 TO $105,584,000. MANY CHANGES AMONG LEADERS SHOV N. SEK \EXT P IGE
TRANSPORTATION & TRAVEL
SI. 000.000
S(i().).IHIII
WATCHES, JEWELRY, CAMERAS
$2,138,000
SI. 834.000
MISCELLANEOUS
$01 1.000
$1,040,1
FOODS STILL WAY OUT IN 1
FRONT AS LEADING CLIENT TYPE
Product category
Spending estimate
4th quarter '55
Spending estimate
1st quarter '56
Spending •
2nd quarter '56
agriculture
$378,000
$310,000
$327,000
hi;, beer & wine
$9,446,000
$8,323,000
$9,009,000
t musements. entertainment
$119,000
$157,000
$139,000
AUTOMOTIVE
$5,321,000
$3,280,000
$3,556,000
BUILDING MATERIAL, FIXTURES, PAINTS
$1,069,000
S805.000
SI. 175.000
CLOTHING & ACCESSORIES
$2,485,000
$1,793,000
$2,221,000
CONFECTIONS & SOFT DRINKS
$5,391,000
$4,673,000
$5,322,000
CONSUMER SERVICES
$3,146,000
$2,952,000
$3,126,000
COSMETICS & TOILETRIES
$7,864,000
$7,442,000
SO. 5 11.000
DENTAL PRODUCTS
S2.770.000
$4,253,000
$4,442,000
DRUG PRODUCTS
$8,909,000
$10,726,000
$6,468,000
FOOD <fc GROCERY PRODUCTS
$27,106,000
$28,461,000
$28,381,000
(GARDEN SUPPLIES & EQUIPMENT
$43,000
$134,000
$187,000
C iSOLINE & LUBRICANTS
$3,698,000
$3,123,000
S 1 .206.000
HOTELS, RESORTS, RESTAURANTS
$50,000
$48,000
899.000
II Ol SI IK HI) CLEANERS, POLISHES. U iXES
$2,004,000
$1,579,000
$2,301,000
HOUSEHOLD APPLIANCES
$2,444,000
$1,505,000
$2,430,000
HOUSEHOLD Fl RMSHINGS
8833.000
$768,000
$958,000
HOUSEHOLD LAUNDRY PRODUCTS
$4,318,000
$4,747,000
$5,242,000
HOUSEHOLD PAPER PRODUCTS
$951,000
$1,108,000
$1,502,000
HOUSEHOLD GENERAL
$992,000
$975,0(11)
$1,092,000
NOTIONS
$200,000
$80.
898.000
PET PRODUCTS
- 1 .294,000
$986,000
SI. 17 1.000
PUBLICATIONS
$133,000
$564,000
8183.000
SPORTING GOODS, BICYCLES, TOYS
S659.000
$98,000
8102.000
ST iTIONERY, OFFICE EQUIPMENT
$105,000
$73,000
85 1.000
TV, RADIO, PHONOGRAPH, MUSICAL INSTS
$1,646,000
-(.26,000
8551.000
TOBACCO PRODUCTS & SUPPLIES
$6,440,000
$7,081,000
87.371.000
8898.000
81.982.000
$1,444,000
TOTAL
L03,872,000
$100,209,000
8105.584.000
SPONSOR
20 u GUST 1956
II
WHAT TOP 200 SP
„
ADVERTISER
4TH QUARTER 1ST QUARTER 2ND QUARTER
1955 1956 1956
L. Procter & Gamble 64,600 $5,782,800 $6,541,000
2. General F I- 2, ,000 2.05,'5.800 2.978.200
3. Brown & Williamson Tob. 2,739,000 2.921.900 2,673,400
1. Sterling Drug 1,893,000 2.252.800 2,138.500
5. Colgate-Palmolive 1,231.000 1,583,100 2,115,700
6. Philip Morris 1.175.700 1.512.200 1,833.100
7. National Biscuit 1.158.500 1.178.100 1.735,900
8. Miles Laboratories 1.561.100 1,696,900 1,392. 600
9. Lever Brothers I'M. 100 171.000 1.263.900
10. Liggett & Myers Tobacco 902.000 1.122,900 1,237.400
11. Coca-Cola 835,300 f .51.800 1,215,400
12. Revlon 1.191.400
Genera] M rs 1.123.700 1,264.200 1,170,700
14. W. K. Kellogg 1.100.50(1 1.780.000 1.139.600
15. Bulova Wat.h 1,238,900 1,228,400 1,121,600
16. Continental Baking 609.000 701.100 1.103,200
17. Vmer. Tel. & Tel. 1,143,300 976,700
18. Robert Hall Clothes 1,245,500 869.100 973.800
19 l arter Products 519.200 1.059.900 916.500
20. Helaine Seager 522.500 725,200 890.900
21. Charles \ntell 217.800 847.300 843,700
22. Ford Motor 1.7 16.800 985,100 762,900
23. Warner-Lambert Pharma. .. 755,200 725,900 745,400
21. Minute Maid 166,700 839.100 680,200
25. Standard Brands 265,100 285.600 673.100
26. Nehi 616,000
27. Block Drug 879.900 751.200 613.100
28. Corn Products Refining 117,300 125.900 611.400
29. Florida Citrus Comm. 598.500 698,500 589.000
30. R. J. Reynolds Tobacco 550.100 187.800 558.700
31. Sales Builders 168,300 371,000 549,700
32. Harold F. Ritchie 703,300 612.000 546.900
13. Pepsi C 128.000 373,700 545,700
34. Borden 286.200 573,600 545.200
35. Toni 136,800 497,700 530,700
16. Esso Standard Oil 553,600 531.500 528.000
57. Nestle 961,( 512.100 524.000
38. P. Ballantine & Sons 146,700 129,600 511,200
39. Rl \ 323 .ill.ooo 471.700
40. Du Ponl 156,700 117.000 470.100
II. P. Lorillard 160,900 229.500 160.600
General Electric 182.500 121.700 459.300
13. Northern Papei Mill- 130.100 148,400 153.100
11. Carling Bre 261,000 137.600
15. Lee, Ltd. 266.200 270,000 428.900
16. Stokely-Van Camp 361.500 389,900 115.600
17. Chi 558.100 181 700 U 1-600
18. I hes. brough Ponds 111.700 171. II l.50(t
19. Vnheuser-Busch 263,000 325,400 105,300
shell Oil IM.800 103.200
"T.r. ■ In lih Quarter 1955 ind In 1st <
■ i phone compai i
12
RANK
ADVERTISER
4TH QUARTER 1ST QUARTER 2ND QUAR|
1955 1956 1956
Benrus Watch . $ 324,300
- rrj Mobil Oil 320,500
Wesson Oil & Snow Drift 267,200
Studebaker-Packard
Campbell Soup 763,100
National Dair> 181, 100
I ntern itiona] Cellucotton
Los Vngeles Brewing 258,300
Proctoi Electric 251,900
Piels Bros. 407,900
II. .1. Heinz 304,000
Standard Oil of [nd. 182,000
Falstafl Brewing 354,900
Better Living Enterprises _ 153,900
Hamm Brewing 271,200
Tafon Dist.
.1. \. Folger 124,300
Swifl
American Home Foods 251.600
Beechnut Packing 258.300
W el, h Grape Juice
Carnation**** 183.501)
American Chicle 247,400
Safeua\ St.. i,- 343,700
Salada Tea 508.600
Pacific I oast Borax 265.500
Sardeau
Greyhound- 155.100
5 l)a> l.alx.rati.rie-
Simoniz 122.100
Simn - 1 17.700
Top \ alne Enterprises
\nn.nir 289,500
li. F. Goodrich
Morton Frozen Foods . 125.200
Cot) (.72.800
Hills Bros. Coffee 250,200
Mauley & Hoops 253.700
Mennen 180.100
E. & r. Gallo Winery .. '.'..800
1 . S. Rubber
\ & P 286,800
Pharmaceutic als, lm . 226,800
I iebmann Bn » 1 1 ies 229. loo
General Baking ."..200
Roto lln.il
Peter Paul i67,900
Vvosel
Sunshine Biscuil I] i,900
M. J. B.
i not imong top 200
. Kraft i I Milling Ci
SI'UYSOK •
> 117.00(1
S 401.8
227.101.
400,4 11
346,600
387,q k
387,1 |(
195,600
380.5
200,500
376,8j ,
372,?' J
184.100
97,800
364,41 i
359,3'
394,200
333.8
327,300
344,1,' !
230,200
341,21
377,900
33().«
393,900
329,1! ]
260,300
324.3
355,500
324.0
531,300
317.9
100,000
317.71
313,800
317.6
262.700
314,1
169.500
302.4|
258.800
301.3
22 1.300
301.2*
211.300
301. 2<
355,900
298.9<
2 1 1.900
295.51
135,300
293.7-i
115.600
287.8^
287.0*
227,900
271,1-j
270.3J
1 17.000
266.2<
; 10.500
257.9<
256.21
216.300
251.31
251.31
103,500
249.6<
286,100
2 18.51
276,300
247.7<
388.100
236.70
231.2^
286,600
233.8(| 1
267,500
225.9C
200. .on
222.6(1 ,
230,300
22I.7C
221.31
721.700
216.K
214.5I
203,100
212.81
116,500
208.9(
in period.
20 At i.l ST
L956
I SPOT TELEVISION
7^
ADVERTISER
4TH QUARTER 1ST QUARTER 2ND QUARTER
1955 1956 1956
RANK
ADVERTISER
4TH QUARTER 1ST QUARTER 2ND QUARTER
1955 1956
101.
102.
103.
104.
105.
106.
107.
108.
109.
110.
111.
Hi'.
ll.i.
11 1.
115.
■ 116.
117.
118.
119.
120.
121.
122.
I 123.
124.
| 125.
126.
127.
E128.
u 129-
130.
' 131.
132.
133.
1,11.
135.
136.
137.
\ 138.
139.
110.
ill.
112.
- ll.i.
111.
145.
146.
147.
148.
149.
150.
Pabsl Brewing S 294.200
Rave. d'..900
Seal] Maltress .. 181.7(H)
Rath Packing
Slenderella
Dr. Pepper
D-X SunraN Oil
C\ \ 3552200
Lewis Food 199,100
Duncan Coffee
Best Foods 2 11.300
Kroger I 1 1,500
Wildroot 111,300
Langendori 1 nited Bkrs. 184,400
Montgomerj Ward 123,300
Paxton & Callagher I 12.700
Drewrys, Ltd. 166,300
Bristol-Myers 252,300
Wrigley - 107.300
Seven-Up _ 399,600
Hudson Pulp & Paper 157,500
National Brewing 191,800
B. T. Babbitt 192,500
Schlitz Brewing 122,200
Phillip. Petroleum 193,600
Ralston-Purina 117.180
American Bakeries _ 236,800
International Salt
Geo. Wiedemann Brewing 137,800
Cream of Wheal 172.700
Pellex, Inc.
Ward Baking 201,900
Avon 296,700
Petri Wine . 337,200
Emerson Drug 122,700
W. F. McLaughlin 129,000
Blue Plate Foods
G. Heileman Brewing 131,200
Lucky Lager Brewing 147,200
II. (.. Remedy 123,600
Richfield Oil
Quaker Oats
A-mic. Hospital Service 117.211(1
General Electric Supply .
Gold Seal
Jackson Brewing _ 150,800
C. B. S. _ 101,000
U. S. Tobacco 224,300
Glamorene 132,500
Continental Oil
:;i;;.5tio
106,000
218.700
108,100
96,400
212,000
1 18,300
349,400
156,900
364,800
145,500
I 55.1 01 1
134,000
384,800
107,300
368,400
192,800
186,900
433,200
110.500
168,600
I 19,400
190,500
100,200
128,200
221,500
162.200
171.100
122,400
107,600
179,100
129,800
122,300
202,200
171,600
135,200
L20.400
122,400
153,000
115,600
306,700
21.1.20(1
124.500
207,500
206,200
202,500
200,600
200,400
198.300
198,000
197,300
194,800
194.500
193,100
191,700
190.300
189.200
186,700
179,200
177,500
175,300
175,300
175,300
174,000
1 73.000
172,000
168,400
167.800
165,500
164,100
163.800
163,600
162,600
161.800
161,400
157,600
155,800
152.900
152,800
152,700
150.000
148,900
148,700
148,000
147,700
147.200
146,900
143,600
143,600
143,100
140,600
140,200
1 39.000
151. Scripto
152. Rev. Oral Roberts
153. Vmerican I obi
15 1. Wm. II. Reil)
155. Dormin
156. Libh\. Mi Neil & Libbj
157. \\ hitman & Son .
158. Bank of \mn [i a
159. Genera] Migar
160. Quality Bakers ..I Vmerica
161. Jacob Ruppert Brewery
162. Grant Co.
163. Johnson & Son
164. Buitoni Products
165. Foremost Dairii -
166. I reneral Petroleum
167. General Mills
168. F. & M. Schaefer
169. Household Finance ~
170. Duquesne Brewing _
171. "san Francisco Brewing
172. Walgreen
173. Milner Products
174. Adell Chemical
175. Holsum Baking
176. Kitchens of Sara Lee _
177. Standard Brewing
178. Lone Star Brewing
179. Mishawaka Rubber Wool
180. S. S. Kresge
181. Duffy-Mott
182. West End Brewing
183. International Milling
184. Standard Oil of Ohio _
185. Jim Clinton Clothing
186. Dracketl
187. Vmerican Sugar Refining
188. Magnolia Petroleum
189. S. S. S. _
190. Grocery Store Products
191. Genera] Tire & Rubber
192. Regal Amber Brewing
193. Oscar Mayer
I'M. Keebb i Biscuil
I'M. Frito
196. J. B. Williams
197. Mai low e ( bemica]
198. Eastern Guild
199. Stroh Brewing
200. I.o-( alorv I I
$ 138.200
S 97,600
13 1.200
1 33.600
120'
132.000
1 10.800
186,900
203
129.000
200.100
105,800
1 29.300
126,200
1 1.1.600
127. (.00
148.600
110.100
127.100
160,300
130,9
126,900
236,000
1 1 1.100
126.000
188.700
125.900
125.300
133.800
135,801
1 23.800
1 23.500
122.300
349,800
217.500
122.100
188,600
213
122.100
167,000
135,100
122.100
138,200
1 2 1 .800
300.600
155.500
1 2 1 .800
126.100
1 20.600
120.500
118.500
127.000
105,600
1 1 7.000
116.700
116.700
116.300
1 I 6.200
192.300
1 10.200
176,300
207,900
1 13.100
112.300
1 19,500
132,600
1 12.100
182,600
199.900
110.900
1(15.900
110.100
1 16,400
126,600
110.100
109,900
1 09.300
100,700
109.100
181,400
108.200
107.800
106.000
'M.
106.000
105.700
101,700
104.700
103.300
'M.900
103,300
227,300
101.800
130,500
100,300
101.800
100.200
•Tvli estimate basi-<l on N. C. Borabaugh data. Blank space In Ith Quartet 1955 and In 1st Quart. joo in period.
SPONSOR • 20 AUGUST ]('.~>(>
13
TVB REPORT HAS
MANY BY-PRODUCTS INCLUDING
TWO SHOWN BELOW
TOP 10 AGENCIES IN SPOT TV BILLINGS
4TH QUARTER '55
7. Ted Hairs
2. Leo Burnett
3. McCann-Ericson
4. BBDO
5. Dancer-Fitzgerald-Sample
6. Benton X Bou les
7. ) oung X Rubicam
8. Compton
9. ./. // altei I hompson
10. Cunningham & U alsh
1ST QUARTER '56
7. Ted Hair,
2. Leo Burnett
3. McCann-Ericson
4. Dancer-Fitzgerald-Sample
5. Benton X Bon Irs
6. } oung X Rubicam
7. BBDO
8. Compton
9. It ill nun Est)
10. Cunningham X II alsh
2ND QUARTER '56
7. Ted Hates
2. McCann-Ericson
3. ) oung X Rubicam
4. Leo Burnett
5. Benton & Hon Irs
6. BBDO
7. Dancer-Fitzgerald-Sample
8. Compton
9. ./. // alter I loan jison
10. II i II /am I st)
SPOT TV GAINED 2.654 CLIENTS BETWEEN 10 AND 56
Measure <»l expansion oJ spot television activity
i- provided l>\ Y C. Rorabaugh lisl oi number oi
~ I H»t i\ advertisers in second quarters "I years
1949 through L956. Note, however, thai aftei
largei jumps oi previous seasons, '56 vs. '55
shows gain oi onl) 105 clients. This would seem
lo poinl in the rapid maturation oi this medium.
II
2ND QUARTER NUMBER OF ADVERTISERS
1949 324
1950 734
1951 1 -i>(» 1
1952 1,384
1953 L,876
1954 2,527
1955 2,873
1956 2,978
sponsor • 20 ai i.i st L956
WDBJ-TV***^
NOW . . • 63-county total coverage!
WDBJ-TV goes to maximum power 316,000 watts — this month . . . backed by
a power-packed viewer promotion program throughout its coverage area of more than
2'/2 million population. All Western Virginia and portions of North Carolina and West
Virginia are included in this rich market where retail sales total about 2 billion dollars
annually.
Here's the breakdown in population that will be reached by WDBJ-TV: grade A
coverage, more than 862,000; grade B, nearly 700,000; 100 MV, over 1,045,000. Home
city — Roanoke — is one of the 50 fastest growing cities of over 100,000 population in
the U.S. The WDBJ call letters have been a familiar voice in the area for over 32 years.
For your copy of WDBJ-TV's county outline map with principal cities
shown, write the Station directly or ask Peters, Griffin, Woodward.
^teieMiMon
Owned and Operated by TIMES-WORLD CORPORATION
PETERS, GRIFFIN, WOODWARD, INC., National Representatives
SPONSOR • 20 AUGUST 1956
TOP
POWER
316,000 watts
TOP
ELEVATION
2,000 Ft. above average
terrain — 3,936 Ft.
above sea level
EXCLUSIVE AFFILIATE
CHANNEL
i".
WBUF, Channel 17, Buffalo, is si
NBC
levision
has
Bnew
dress
in
uffalo
As ol August 14, WBUF is the basic affili-
ate oi the NBC Television Network in the
nation's 14th market. Now, with all the
big NBC-TV shows coming to Buffalo
exclusively on WBUF, local and national
spoi advertisers are staking out prim<
availabilities nexi to top-rated stars like
Peri) Como, Bob Hope, George Gobi I.
Groucho Marx, Dinah Shore, fack Webb,
Steve Allen, Sid Caesar . . . nexi to top-
drawei special events like the World S<
lies, ncaa Football, NBC Spectaculars!
What's more, WBUF is upping its covei
age area — increasing power to 500,000
waits and shifting transmission to a new
740-foot tower ( 1:1 1!» feet above sea lew I
— to brin» additional Greater Buffalo
counties within reach of the WBUF signal.
In the first seven months of this year, only
a limited number of NBC-TV programs
were aired by WBUF. Yet so strong was
the appeal of those lew network shows,
coupled with WBUF's superioi (dm pro-
grams, that tin conversion in Buffalo's
metropolitan area rose an impressive
52.5%-from 105,000 to 1(30,100!
Now is the lime io join national spot ad-
vertisers like Bulova, Coca Cola, Lever
Brothers, Liggett & Myers, P. Lorillard,
Philip Monis. Simmons Mattress and
Bell relephone in discovering the selling
power of NBC's newest basic affiliate.
Wiih WBUF, Buffalo-as with each of the
NBC Spot Sales Stations — it's the happy
marriage between NBC quality program-
ming and outstanding local shows thai
makes ii (he choicest buy in its market!
There's always something extra on the
stations represented by NBC Spot Sales.
REPRESENTING THESE LEADERSHIP STATIONS:
SPOT SALES
NEW YORK WRCA, WRCA-TV
SCIIENECTADY-
ALISANY-TROY WRCB
PHILADELPHIA WRCV, WRCV-TV
WASHINGTON WRC. WRC-TV ST- LOUIS USD. KSD-TV
BUFFALO WBUF SEATTI.E-TACOMA HOMO, KOMO TV
LOUISVILLE WAVE, WAVE-TV LOS ANGELES KRCA
CHICAGO WMAQ, WNBQ PORTIAM) KPTV
s\\ FRANCISCO KNBC
MIAMI WCKT
DENVER KOA, KOA-TV
HONOLULU KCO. KONA-TV
Wllftfj FOR SALES ACTION
Personalities
that
DOUG ARTHUR
RAY WALTON
jut w
as well as
ENTERTAIN
TOM DONAHUE
TONY BOURG
FRED KNIGHT
BUT that isn't all! WIBG offers PLUS
BONUSES to ADVERTISERS, in addition.
Car Cards on the most traveled transit
routes. Outdoor Boards ... 24 Sheet
& Painted Billboards around the town
plus Direct Mail plus Trade Paper ads.
NEXT TIME YOU WANT TOP RESULTS
schedule WIBG.
PENNSYLVANIA'S MOST
POWERFUL INDEPENDENT
WIBG
110,000
I WATTS
PHILADELPHIA 3. PENNA. Rl 6-2300
->•
-•:•
-;•:•
:•:-
*
•5f
*
-X-
-X-
-X-
-X-
*
•X-
-:■:-
-X-
*
•X-
■X-
#
-:•:-
-X-
■X-
-X-
-::-
J^olitical conventions are fun. like cham-
pagne. And perfume beautifies a woman like
champagne puts sparkle in the brain1 That's
why Lanvin bought a political telecast!"
This typical French logic comes from a t\ pica]
Frenchman. Fdouard I.. Cournand. He's presi-
dent of Lanvin-Parfums Inc., the New York firm affiliated
with the Paris perfumer who produces such exotic scents as
\rpege and My Sin.
Lanvin. in a move which ma\ be thought unromantic but
which it considers eminentK profitable, bought pre-nomi-
nating convention highlights on NBC s six o-and-o tv outlets.
Its $500 fancy black bottles of imported scents were plugged
on 10 August in two half-hour Citizen's I nion Searchlight
shows originated from the convention sites in Chicago and
San Francisco.
Why politics for perfume?
Simple, says Cournand. "Men rather than women bu\
PERFUME AND POLITICS:
WHY LANVIN THINKS THEY MIX
expensive perfume, as gifts for their ladies. \nd men like
politics and watch political telecasts.
"Nominating conventions arc fun for ever\bod\. The\
are events of rejoicing. And when people are happ\ thej
lliink of perfume and champagne- and Lanvin."
Staid inw- paneli-ls and Moderator Ben Grauer carried
the local NBC New ^ ork show into five other top markets
with Lanvin sponsorship. The commercial format: a live
announcement for Arpege with June Graham, a film spol
for \1\ Sin li\ Jinx f'alkenherg and an on-the-spot appearance
In President Cournand for the middle commercial.
Men understood all too well the prices mentioned in the
i\ announcements from $12.50 to $500 for the extract (the
real, unadulterated \rpegel. from $6 to $37.50 for the
toilet water I adulterated i .
But price apparentl) is no deterrent, according to
Cournand, whose compan) spends about SoOO.000 annualh
on i\ .mil anothei $100,000 on radio. • • •
YOU MIGHT CLIMB MT. EVEREST * —
BUT . • . YOU NEED WKZO RADIO
TO REACH THE TOP
IN KALAMAZOO-BATTLE CREEK
AND GREATER WESTERN MICHIGAN!
6-COUNTY PULSE REPORT
CAMAZOO-BATTLE CREEK AREA— MARCH, 1956
SHARE OF AUDIENCE— MONDAY-FRIDAY
6 a.m.
12 noon
12 noon
6 p.m.
6 p.m.
midnight
WKZO
37%
34%
32%
Station B
19
19
19
Station C
8
9
9
Station D
7
7
7
Others
29
31
32
Sets-ln-Use
23.0%
23.0%
19.4%
i '7'.': Battle Creek's home count) [Calhoun) was included in
I Pulse sampling uml provided 30% o) all interviews. The
■ r five anilities: Allegan, Hurry, Kalamazoo, St. Joseph and
Buren.
&-n~%
M
WKZO-TV — GRAND RAPIDS-KALAMAZOO
WKZO RADIO — KALAMAZOO-BATTLE CREEK
WJEF RADIO — GRAND RAPIDS
WJEF-FM — GRAND RAPIDS-KALAMAZOO
KOLN-TV — LINCOLN, NEBRASKA
Associated with
WMBD RADIO — PEORIA, ILLINOIS
If you want to reach a larger Western .Michigan audience than any Til 0
oilier radio Stations can give you, put WKZO to work — CBS Radio t«»i
Kalamazoo-Battle Creek and Greater Western Michigan.
1956 Pulse figures show thai WKZO -<i- more listeners than any othei
TWO stations in the area combined, morning, afteri n and evening . . .
gets the MOST listeners /""'- oj the time!
Lei your Avery-Knodel man give you the whole WKZO story.
CBS RADIO FOR KALAMAZOO-BATTLE CREEK
AND GREATER WESTERN MICHIGAN
Avery-Knodel, Inc., Exclusive National Representatives
* Edmund Hillary of \eu Zealand and Tensing Norkay of Nepal made the record-breaking ascenl on May 29, i
ONE OF THE FEW
MAJOR MARKETS
IN THE NATION WHERE
TV MEANS
FAINT VISIBLE
74 °/c
of the area has less than
0 50% TV penetration
of the area has less than
0 25r< TV penetration
Yes, radio is the basic medium in
Big Aggie Land. It is the only effec-
tive \\:i\ i" sell in this major U.S.
market. The only medium that pene-
trates this market.
In population, effective buying income,
and retail sales Big Aggie Land ranks
with markets such as Philadelphia,
Los Angeles, Detroit. WNAX-570, the
Big Aggie station, completely domi-
nates this area with a Total Weekly
Vudience of 100,000 more families
than the second station.
As a major U.S. market, Big Aggie
Land belongs on your market list. As
the one medium that delivers this rich
in nl. i i where TV means T'aint Visible
WNAX-570 belongs on your media
list.
Fur del. nli < I information call your
K ii/ in in.
WNAX-570
YANKTON, S.DAKOTA
\ I owlM Million
( II- II. ell,,
I D. Sullivan,
\ <i* . it i in- Director
Under the iimc manage-
ment ■• K\ I \ < hannel 9,
-i. .,,, < n>. Iowa.
New developments on SPONSOR stories
Tea Council's revision of soft-sell
into In
See:
I.SSIIC: 14 June 1954, page 42
S|i|ii<k<'l* ^ea Council's revision of soft-sell
' * theme
Noticed the switch in the soft-sell theme of the Tea Council this
summer? Iced tea advertising by the Council has taken on a semi-
documentary flavor with the idea: "Why don't we have iced tea
more often?"
Tying in on the drive are radio and billboards to complement
the film commercials spotted throughout the nation. Budget for the
spot tv campaign is one million dollars, the same amount spent in
1953. Reasoning about the budget in light of rising time costs,
Edward M. Thiele, Leo Burnett agency vice president, said the
following:
"If you can't increase your budget by 50%, you have to try other
ways to improve your effectiveness. This is how we tackled the
problem:
"First, all tv spots have been moved into nighttime viewing
periods instead of being divided between day and night schedule-
as in the past. . .
"Secondly, we spent many months improving the spots themselves.
This was the big challenge — through pure creative drive to develop
a new advertising idea that would hold the promise, in itself, of
increasing our total impact on the consumer. "
The new campaign was based in part on a study of the "profile
of iced tea" made by Dr. Ernest Dichter, president of the Motiva-
tional Research Institute. Tests aided in drawing up a personality
picture of iced tea by word association — respondents' choosing
terms they associated with iced tea.
As a result of the study it was found that past advertising did not
take into consideration the "benign face of summer," but rather
dwelled on its taxing aspects. It was the casual, "soft" facet of the
summer months which was associated with a glass of iced tea.
Therefore, when one turns on the tv set these summer months, the
message from the Tea Council is a new and more relaxing one.
• • *
See: \Hiere Pepsodenl went with radio
Issue: ~"' -I11116 1956, page 25
^iiliiootf* RA,{ r,'l,orls 10<^ jump in Pepso-
9UWJ|-Vlia dent's progress via "yellow" theme
As part of the findings in a Radio Advertising Bureau study on
the penetration and selling power of Pepsodent's saturation cam
paign, a Hi', jump in toothpaste -ales is noted in four weeks.
The sales boost was scored among those reached by the jingle
"You'll wonder where the yellow went . . ." Over two-thirds of
interview respondents could correctlj identify the tune.
Kevin B. Sweencx. BAB president sa\s: "line was a case where
we had the opportunity to trace not onl\ penetration, but also actual
increased product usage brought about during the initial weeks
a major saturation campaign. . .'
\t the end of eight weeks, number of radio listeners who identi-
fied the brand with the jingle was nearh double for that of all
othei media used. All media identification was I.'!', ***
,11
SPONSOR
2d w (.i si |'i;>.
To sell North Texas:
top advertisers
have used WFAA
10 years or more!
Twenty-four top American companies have
been advertising on radio station WFAA ten
years or more. Among them are such names
as R. J. Reynolds Tobacco Company, Plough
Sales Corporation, Quaker Oats Company,
The Mennen Company, Fant Milling Com-
pany, and others of similar caliber.
Why have these big names remained con-
sistent advertisers on WFAA?
Because they know when they have a
winner.
WFAA
820
50,000 WATTS
570
5,000 WATTS
DALLAS
NBC • ABC • TQN
Edward Petry & Co., Inc., Representatives
'Whan Study, A. C. Nielsen, N.S.I.
WFAA leads in North Texas in every
category* . . .
... in General News Coverage
(More listeners prefer WFAA-820 news than
the next 3 stations combined)
... in Farm News Coverage
( Murray Cox's farm coverage is among North
Texas' Top 10 in popularity)
... in Programming
(8 of the Top 10 programs in No- th Texas
are WFAA-produced)
... in Listenership
(of 109 stations WFAA leads decisively in both
daytime and nighttime audiences)
If you want to buy thebiggesl audience in
the biggest Texas market, talk to your Petry
man now!
SPONSOR • 20 AUGl'ST IO.16
51
NOBODY'S
LISTENING
BUT PEOPLE
-WITH DAILY
WASHING-UP
TO DO!
What a time to talk about soap products
. . . while 4,115,000 people a minute-
mostly homemakers-are listening attentively
to weekday drama on CBS Radio.
In a five-day span, these dramatic serials
reach 20,548,000 different people.
They listen an average of three hours each,
this is the right time to buy. . .
CBS RADIO NETWORK
/
\
12:00 N.
12:15 PM
12:30 PM
12:45 PM
1:00 PM
1:15 PM
1:30 PM
1:45 PM
2:05 PM
2:15 PM
2:30 PM
From left to right:
WENDY WARREN & THE NEW
BACKSTAGE WIFE
ROMANCE OF HELEN TRENT
OUR GAL SUNDAY
ROAD OF LIFE
AUNT JENNY
YOUNG DR. MALONE
GUIDING LIGHT
RIGHT TO HAPPINESS
SECOND MRS. BURTON
THIS IS NORA DRAKE
200-205
Nl WS
m
IS"
PEMNSYIV4NIA'C
4*7V 'W&YET
IMVOUR PICTURE
WJAC-TV is the Number One
Station not only in Johnstown,
but in Altoona as well, and this
one-two punch covers an area
that rates 4th in the rich state
of Pennsylvania, and 28th in
the entire country.
Well over half a million (583,-
600 to be exact) television fam-
ilies look to WJAC-TV for the
best in television entertainment.
Add to this the free bonus of
WJAC-TV coverage into Pitts-
burgh, and you have a total
market for your sales message
that just can't be overlooked, if
you really want to tap the po-
tential of Southwestern Penn-
sylvania.
Get full details from your KATZ man!
Eight multi-market sales have
been made in 35 markets by ABC TV
Film Syndication. Don L. Kearney.
v.p. in charge of sales made the report
re Code 3, which was concurrently re-
leased for individual market sales na-
tionally. Included among the adver-
tisers about to sponsor the series are
Dining Car Coffee. Stroh Brewing, Na-
tional Biscuit. Crosley Bendix, Lieb-
mann Breweries, Petri Wine, Signal
Oil and the J. B. Simplot Co.
Over 82.000.000 has been grossed
by Official's Star Performance drama
series, in less than four months. An-
nouncement was made by Herman
Hush. \.p. in charge of sales at that
firm. Among the sponsors in 130 mar-
kets are three regional advertisers, viz.
Slenderella International via Manage-
ment Associates of Connecticut; Stan-
dard Oil of New Jersey through Mc-
Cann-Erickson; Budweiser through
D' \r< \. Si. Louis. Mo.
II air ii S. Goodman Productions has
I. ecu appointed national distributor of
Drew Pearson's new tv series, Wash-
ington Merry-go-Round. Consisting of
I'1 15-minute programs, the series will
be produced weekly in Washington by
Hullinger Productions. Prints will be
How ii from \\ ashinglon so that stations
may telecast shows the weekend follow-
ing Thursdax production. Subjects to
be covered include international im-
plications of Olympic ( James, narcotics
problem, as well as realm of national
politics. It's been placed in several
markets, with firsl showing slated for
23 September.
Wwmii 100 tv station* will soon be
telecasting Toyland Express for mem-
bers o| the I o\ Guidance Council.
Series contains 13 quarter-hour shows
Featuring ventriloquisl Jimmie Nelson.
/ .m land I repress is produced l>\ I 03
( Guidance < ouncil's agencj Friend-
Reiss ii [junction with RKO-Pathe.
\mong the advertising agencies in-
creasing their film production facilities
is S. W. Caldwell, Ltd.. Radio & Tele-
vision Advertising Agency, Toronto
Canada. Caldwell has pun-based the
former Batten Film Studios in the same
citv. S. W. Caldwell, president of tlie
firm. sa\ s, "Our purchase of this . . .
film production centre is predicated in
our very firm belief in a bright future
for film production in Canada, both
for commercials and for programing."
Acquired plant and equipment are
valued at half-a-million dollars.
MCA TV finds that its film series.
Waterfront, is reaching more viewers
in its second run. Fact was uncovered
in study of 15 ARB markets by MCA
TV's Research Department. Conclu-
sion drawn In the organization is that
second-run pulling power of series,
rather than increased number of sets
delivers more viewers. Ubers Milling,
which has been re-running Waterfront
regionalh. sponsors the show in eight
of the 15 markets. Other advertisers
include Shadier Peer, \nierican Motor
Corp. and Golden Age Beverage.
Titled The Opportunity for Spon-
sored Films, a new 20-page book-
let now being distributed to advertising
;tml public relations exe -utives and
film producers. Modern Talking Pic-
ture Service, which prepared it, give-
facts and figures on film audiences and
how to reach them. Discussed are the
audience potentials in each ol four
channels of distribution: 16 nun non-
theatrical, theaters. t\ and rural road-
shows. Copies are available on re-
quest from Modern. 3 Last 54th Street.
New York 22, Y Y.
Among weto series now being plan-
ned b) Screen Gems is \follj and \fe,
which depicts life of a small-town
beaut) salon operator. The coined)
series will be produced and written bj
Stephen Longstreet. * *
54
SPONSOR
20 \i <■! ST L956
ome where
there's a
WKY-TV
SETS IT OFF for you!
After you've looked at the ratings, (which, as
always, show us first in our 30-county primary
area) give a thought to cash register response
to your commercial message.
We've been pressing the "buying buttons"
of Oklahomans for over thirty years. WKY was
Oklahoma's first radio station in 1920 —
WKY-TV Oklahoma's first TV outlet in 1949.
This leadership . . . community service . . .
becoming a part of family circles . . . results in
our influence on decision. Decision to buy!
You don't have to ring doorbells when you
advertise with us. Folks gave us their
house keys years ago!
WKY- TV!
==TC*
NBC
ABC
THE NATION S fl»ST COlO« TELEVISION STATION
OKLAHOMA CITY
Owned and Operated by
THE OKLAHOMA PUBLISHING CO.
The Daily Oklahoman • Oklahoma City Times
The Farmer-Stockman • WKY Radio
WSFA-TV, Montgomery, Ala.
Represented by THE KATZ AGENCY, INC.
C30QH
NEW HIGH in
^Dominant 2nd Place in Omaha Market . . .
and going up fast!
NEW HIGH in Advertiser's Preferen
1 54 Advertisers made KOIL their choice in
the Omaha Market in July, 1956
STILL
Lowest cost per thousand in
the Omaha Market
♦Hooper (June-July, 1956) proves it!
5000
WATTS
24 HOUR!
A DAY
Get the Full Story From Our Exclusi
56
sponsor • 20 <w (,i sr L956
NATIONAL ADVERTISERS ON KOIL
January 1 thru July 31, 1956
AMERICAN LOAN PLAN Universal Advertising Agency
AMERICAN MEAT INSTITUTE Lennen & Newell, Inc.
BETTER HOMES 8. GARDENS W. D. Lyon Co.
BRONZTAN Wesley, Assoc.
BROMO SELTZER Lennen & Newell, Inc.
BUDWEISER BEER D Arcy Advertising Co.
BUICK DIVISION, GENERAL MOTORS Kudner, Inc.
CAMEL CIGARETTES Wm. fsfy, Inc.
CHEVROLET DIVISION, GENERAL MOTORS Compbell-Ewald, Inc.
CHRYSLER CORPORATION McCann-Erickson, Inc.
CLICQUOT CLUB Harold Cabot & Co.
CONTINENTAL BAKING CO Ted Bafes * Co.
DOAN'S PILLS Street & Finney
DODGE TRUCKS Ross Roy, Inc.
R. G. DUN CIGARS W. B. Doner & Co.
FAIRMONT FOODS Allen & Reynolds Adv.
FORD MOTOR CO J. Walter Thompson Co., Inc.
GENERAL MOTORS ACCEPTANCE CORP Compbell-Ewald, Inc.
GREEN GIANT CO Leo Burnett Co., Inc.
HAMM'S BREWING CO Campbe//-Mi'thun, Inc.
INSTANT SANKA Young & Rubicam, Inc.
INTERSTATE BAKERIES Poffs-Woodbury
JELLO TAPIOCA PUDDING Young & Rubicam, Inc.
L 4 M FILTER CIGARETTES Dancer-Fi'frgera/d-Somp/e, Inc.
LADIES HOME JOURNAL Baffen, Borfon, Dursfme & Osborn
LIFE MAGAZINE Young & Rubicam, Inc.
LINCOLN-MERCURY Kenyon & Eckhardt, Inc.
LOCAL LOAN CO Van Heckter Co.
MARLBORO CIGARETTES Leo Burnetf Co., Inc.
MEXSANA Lake-Spiro-Shurman, Inc.
NATIONAL VAN LINES Wode Adv.
NORTHWESTERN BELL TELEPHONE & TELEGRAPH Baffen, Barfon, Durstlne 4 Osfcorn
READER'S DIGEST Schwab & Beatty
REARDON PAINT CO D'Arcy Advertising Co.
RUTHERFORD FOOD CORP Poffs-Woodbury
ST. JOSEPH'S ASPIRIN lale-Spiro-Srturman, Inc.
ST. JOSEPH'S ASPIRIN FOR CHILDREN Lole-Spiro-Srturmon, Inc.
SALEM CIGARETTES Wm. Esty, Inc.
SCHLITZ BEER J. Walter Thompson Co., Inc.
SHULTON'S OLD SPICE Wesley Assoc.
SKELLY OIL CO Bruce B. Brewer & Co.
SWANSDOWN CAKE MIXES Young & Rubicam, Inc.
SUNKIST GROWERS Foofe, Cone & Belding, Inc.
STUDEBAKER-PACKARD Rufhrauff & Ryan, Inc.
TOP VALUE STAMPS Campbe/Z-M/fhun, (nc.
UNIVERSAL SYSTEMS, INC Coral Stevens Stanhope Adv.
UTILITY ENGINEERING SERVICE Muriel Wageman Adv.
WATE-ON O'Ne/7, Larson & McMahon
WATSON BROS. TRANSPORTATION CO., INC Universal Advertising Agency
tional Rep. AVERY- KNODEL
SPONSOR • 20 AUGUST 1956
57
r™
p
MIDI]
LlM
I? A
111 s-
Chart covers quarter hour, half-hour a
Top 70 shows in 10 or more markets
Period 7-7 July 7956
TITLE. SYNDICATOR. PRODUCER. SHOW TYPE
Average
ratings
7-STATI0N
MARKETS
5-ST A
MARKET
4- STATION MARKETS I 3-STATI0M
|iii
Rati* Patf
■aw rank
NY. L.A.
S. Fran.
Seattle-
Boston Chicago Detroit Milw. Mnpls. Phila. Tacoma Wash.
Atlanta Bl
1 1 I
Highway Patrol (>I)
Zl V
18.8
77.6 76.0
kttv
7 00pm 9:00pm
72.4
kron-tv
6:30pm
79.7 74.2 27.7 70.7 75.8 70.3 77.0 77.0
wbz-tv wbkb wjbk-tv wtmj iv wcoo i\ wcau tv komo tv wtop-tv
10:30pm 9:00pm 9:30pm 10:30pm 10:00pm 7:30pm 7:00pm
72.5
waga-tv
10:00pm
2 7
iff an Behind the Badge (III)
MCA. BERNARD PROCKTER
inn
4.2 8.2
wpix kttv
7 :30pm
27.7 79.9 74.3
wnac-tv kstp-tv king-tv
10 30pm 9:30pm l pm
79.0 8
wsb-tv \rbu
2 30pm 1»*
2
2
Man Called X (A)
Zl V
Hi. II
3.7 8.4
wpix khj-tv
9:00pm 8:30pm
9.5
kron-tv
6:30pm
76.3 70.4 75.2 74.9 7.4
wbz lv wgn-tv wjbk-tv kin,: tv wmal-tv
10:30pm 9:30pm 10:00pm u pm '.' 00pm
72.5 9
« aga 1
10:0(1,,
■:'j
4
3
Dr. Hudson's Seeret Journal (D)
MCA. AUTHORS PLAYHOUSE
16.6
77.7
kttv
pm
78.4 20.5 73.2 73.2 8.0
wwj-tv wtmj-tv ucco-tv king-tv wmal-t\
10:00pm 7:00pm 7:00pm Opm
74.2
.1
5
I Led Three Lives (JI)
ZIV
16.3
2.9 7 7.3
wpix kttv
76.0
kron-tv
1" : in
78.0 73.9 74.5 78.7 75.5 9.0 77.7
wnac-tv wgn-tv wjbk-tv wtmj-tv kstp-tv wcau-tv ktnt-tv
8:30pm 9:3H|>m 9:30pm 9:00pm 8:30pm 7:00pm 1 'pm
78.0 9
»sh i> tbu
7:N|
6
r,
Mr. District Attorney (I>I)
Zl V
I5..>
7 7.8
kttv
n
72.2
kron-tv
79.3 75.4 9.4 70.8 77.7 73.5
wnac-tv wjbk-tv wtmj-tv kstp-tv klnx-tv
10:30pm 10:30pm ll:nnpm 10:30pm 1 pm 10:3
72.5
10
6
8
Badge 711 (M)
NBC FILM. DRAGNET PROD.
15.5
4.7 12.0
wpix kttv
S:30pm
78.5
kpix
75.0 76.4 74.7 7 7.2 9.5 20.4 8.5
wgn-tv wwj tv I. [,. t\ wcau tv klng-tv wttg
8:00pm 10:00pm pm 7:00pm 9:30pm 7 00pm
8
Count of Monte Crista (A)
TPA
f f.f
6.4
kttv
6:00pm
7.4 9.5 7.4
cklw-tv wxix wcau-tv
pm 10:30pm 0:00pm
7.2
ii
-
8
Deotli \ alley Days (W)
PACI Fl C BORAX
14.1
6.4
wrca-tv
7:00pm
6.4 7.4 4.7 18.8
wwj-tv , wfil-tv kiim tv
00pm 6:30pt
- 3
no
JO
Turning Point (I))
Gl NFRAL ELECTRIC
13.8
5.7 4.7
wrca-tv kttv
, 9 :30pm
72.7
kron h
8.2 72.0 72.7 20.4 70.4 73.7 7 7.5
wgn-tv wwj-tv wtmj-tv wcco-tv wcau tvkomo-tv wtop-tv
1 pm i 'i" 9 30pm B 30pm 1 u 9 :0pm 7 00pm
70.5 9
IVsIl IV AjJ
l" nopm 7<C
u
Rank Pa*f
new rank
Top 10 shows in 4 to 9 markets
1 2
1
Life of Riley (C)
NBC FILM. TOM MC KNIGHT
17.2
75.2
kttv
20.4
kpix
74.0 79.5 77.7
w\iv kstp-tv kliic-tv
7 m 8 30pm 8:30pm
i
2 J
Imios 9n9 Andy (C)
CBS Fl LM. HAL ROACH STUDIOS
J 6.8
8.6 7.7
knxt
6 30pm rj:00pm
72.2 77.2
wu i i \ n co
10:00pm 2 im
3 1
Celebrity f*f<ft/Jioi<.v<» (D)
SCREEN GEMS
16.6
74 4 725 77.4 73.7
wwj-tv kstp-tv komo-tv wl
00pm • 90pm
76.9
4 |
Sun Francisco Hvut (II)
CBS FtLM. DESILU PRODUCTIONS
15.3
4.0 12.8
wpix kttv
8 30pm 0:30pm
8.4 13.4 77 5 72.9
wgn-tv wjbk-tv
9:00pm 10:30pm 10:30pm
> 1 8
tode :t <>l)
ABC FILM. BEN FOX RABCO TV PROD.
14.9
73. 8
kttv
9 :30pm
72.4
78.7
kin,
00pm
« .1
I Search for Adventure (A)
OEO BAGNALL. JULIAN LESSER. SOL LESSER PROD.
14.2
2.0 7 7.6
wpix kcop
7 :00pm
20.7
7 :30pm
22.0 7 8.7
wcco tv ktng-tv
Opm Opm
77.5
wsb iv
7 :30pm
7 1
Rosemary Clooney Show (>ln)
MCA TV IIIM IOSI I'M S SHRIBMAN
13.8
9.7
kttv
20.4
kplx
79.4
. ■. , i > t V
\> :00pm
7.2
ii pm
8 |
Big Playback (S) (15 Min.)
S C ft i 1
1.1.7
2.9
Wpl\
J7.7 6.7 25.7
wbz tv wbbm tv
■ii 6:30pm 10 15pm
•*
Star Xtid The Story (l>)
a l IILMS
13.6
77.8
kltv
8 ■ Ml,,,,,
3.2 9.2
\\ I t 1 i |
< 00pm 10 15pm
16 r;
tilery Queen ( >I )
13.5
4.6 3.8
wpix
9 0 - 10pm
79.0 777 70.9
in wrc-tl
00pm 7:00pm
Bhow type ijrmbolt : (A) adventure; (O) comely; (D) drama; (Doo) documentary; (K) kldt: (M)
myttory; IMu) muilcaJ; (8K> Bclenoo Fiction; (W) Wealern. Fllmi llatod are tyndloated. hi hr..
■4 i,i » hr. length, telcrait In four or more marten*. Ttie average rating Ii an unweighted
average of Individual market ratlngi llatod above. Blank apace Indicate* film not broadcaat In tbli
] 7 .Inly. Wlillo network shovvt are fairly stable from one month to anal
market! In which they are ihovrn. thla It true to much letter extent with ryndlcated I
should be borne In mind when analyzing rating trendt from one month to another to I
•Refer! to latl month' t chart. If blank, thow wat not rated at all In latt chart or H
• fit
i slows
I d film programs
- L.
--.._ ^ ... ^i ... .,- t,^.!
II MARKETS
2-STA1
ION MARKETS
r, .olumbi
I St. L
Birm.
Charlotte
Dayton
Mew Or. Providence
( 29.5
76.9
27.3
23.5
34.3
30.0
22.3
,"' ftopm
kiik tl
wbn ti
:i :80pm
wbti
I in
ivhlo-tv
S
wdsu ti
hi i i
U |H1 tl
in 30pm
1
75.5
40.0
k-.l li
1 i
wdsu ti
!
2/5
77.7
26.3
28.8
43.8
7 7.8
5
77.2
win i
. 30pm
ksd n
in 00pm
ulm n
: in
Willi tl
• 30pm
ivdsu-t!
- 10pm
ivjar-ti
8:00pm
26.5
77.5
ul.n tl
8 30pm
wdsu ti
10:30pm
74.8
75.8
33.5
77.8
38.8
ksd-ti
l pm
wbrc ti
to :00pm
MlllV
7:00pm
M tiv-d
8:3 i
wdsu-1 i
- ■ n
>
75.2
28.5
20.8
ksd-ti
i pm
wbre ii
! pm
iii.ii ti
11 in
78.7
29.3
27.5
78.8
ksd iv
'i ::hiimi
ulilr \\
0 3
rtfhio ti
m
11 llll ll
in !0pn
70.5
Kbns-ti
:
44.3 75.3
m dsu 1 1 wpro i
8 30pm r :00pm
24.0
rbns ii
. 30pm
34.3
Willi
7 l ii
23.3 72.8
iul-11 IV hi. ii tl
10 :30pm 6 30pm
70.5
iini. ii
i.i -11.1,1
70.4 (27.3
ksd ll | "I'lr ii
10 30pm 9:1 n
37.5
\il.u
i 30pm
78.8
wdsu-ti
10:31
74.8
ivpro ti
in 30pm
22.3
u lire ti
1
25.0
whin ii
10 : i
38.3
\l.|s||-tv
S 30r>m
75.3
wpro 'i
; ii.n.i,
20.7
ksd ii
1 9:30pra
8.5
i-bal ti
10:30pm
28.3
wdsu u
Hi
45.3
uiImi Ii
9 30pm
70.8
nrpro | ■.
1 1 :15pm
74.5
ksd ti
III Ml
7.5 79.0
wbrc-ti iii.ii
'I : ipo
28.0
wbrc n
B 00pm
25.3
8.3
Will I
ll 15pm
lassltir.itinn as to number of stations In market Is Pulse's
;rmlnes number by measuring which stations are actually
l'S In the metropolitan area of a given market even though
,y be outsiile metropolitan area of the market.
LISTENERS
WHO LISTEN
. . . LISTEN WHEREVER THEY GO
. . . WHATEVER THEY DO!
listeners who listen assure the advertiser
that his message receives foil, conscious
attention. Programming that features
NEWS, MYSTERY, DRAMA and "TAtK"
shows demands attentive listening. Direct
your message to the tlSTENERS WHO
USTEN. They are the USTENERS WHO
BUY!
MUTUAL DON LEE RADIO
Represented Nationally by
HR REPRESENTATIVES, INC.
WTARTV
is the onjy "V" Station
for not one but five
lusty Markets, all
within its Grade "A"
signal . . . reaches an
area with effective
buying income
of over $2,241,000,000*
Effective Buying Income*
$675,950,000
$129,976,000
$63,641,000
$81,116,000
$197,962,000
CHANNEL
3
NORFOLK.VA
Represented by Edward PETRY & Co., Inc.
i ■
r
<»S*&W
* AND HIS PENNSYLVANIANS
1;
Over 60 great
musical artists
and entertainers!
r-
£
AN AMAZING
ARRAY
OF TALENT!
Each half-hour I
for six full lenc
mercials plus op
closing identific
i
%
Versatile
comedian-drummer
POLEY
McCLINTLOCK
Thrilling baritone
JOE MARINE
*
«
Top tenor
GORDON
GOODMAN
Powerful-voiced
LEONARD
KRANEDONK
Romanti
BOY ANCGIR
DUEt
RousinJ
GLEE CUB
RENDITIONS
t
SfS
I
j<ft»ll
NOW FOR THE FIRST TIME,
this giant name in entertainment
'I
Now, one of the most sought-after
names in music ready to make your
station and your advertisers top
choice of local radio listeners.
You can offer advertisers a rare op-
portunity to identify their companies
with the No. 1 name in musical en-
tertainment ... to surround their
commercials with the music all Amer-
ica loves ... to have America's No. 1
musical personality add new value
to their commercials ... to cash in
big with merchandising ideas galore!
&
THE FRED WARING BACKGROUND
ADDS PRESTIGE TO YOUR COMMERCIALS!
Waring's personal comments add new values, new
conviction, new effectiveness to your commercials.
RADIO
IS ON THE UPBEAT!
_et sales are soaring! People
ire listening! 138,700,000
□dio sets in use in 1955, an
increase of 1 1 ,700,000 over
1954. (1956 Broadcasting Yearbook)
US
V* MANY, MANY
'E FAMOUS WARING
UtS ... ALL YOURS . . .
;)Y TO GO TO WORK
4Y0U!
"Oil
LET
FRED WARING
HELP YOU
BOOST SALES
AND
PROFITS NOW!
REAL ESTATE
USED CARS
SPONSOR: Vssoc. Realt) < ompam \i.l.\< "i : Direcl
I VPSl I E i \-l HISTORY : To bring a suburban cottage
site. King's I. ale. to the attention o) greatei St. Louis,
tliis ifal estate cowipa/n lias been using a schedule oj 12
[0-second announcements per week through the summer,
tssociateii Realty has found that its mail pull through
announcements has increased and large crowds drive
out on weekends to inspect the lots. Since these sites me
ideal for both summer and winter activities, the company
is continuing the schedule on a "t.j. ' basis.
k\dk. St. Louis, \l.
PROGR Wl ; Vnnoi iinents
SPONSOR: W. C. Barrov \(,K\( ^ ; Dim i
I VPSUL1 I W HISTORY: This used car lot spans;
uses one announcement pel day. In one month's time,
W. C. Barron sold S-LIMMI north of used cars, which the
company directly attributed to the radio station announce-
ments. Oj note is the fact that one cat was sold in Ovi -
ton, Texas: anothei went to a customer in Gilmer, Texi s.
Iloth cities are quite a distance from the location oj t ie
used car lot. The advertiser continues using KlUO ami
is very pleased with the results it's delivered thus far.
KFRO, Longview, Tex.
I'Kt M , K \ \l : \ni i
1
';
results
FISH
SPONSOR: Mi. Mam
AGEN< ,i : Din i
< VPS1 I E CASE HISTORY : Mr. Main,skipper oj the fish-
boat. "Scottle" decided to sell his catch oj herring i i
\anaimo homemakers from his haul, lie placed a $3.00
sjiot announcement on the air at 10:30 a.m.. following a
quiz show. The announcement stressed that herring was
for sale at $.50 per bucket so long as buyers brought
their oun containers. \li. Main sold his entire half-ton
catch in one day. netting $45.00. He repeated this foi in ■
more days. Total expenditure was $9.00; profit, $135.0 I.
J
i III B, Nanaimo. B.C., Canada
1'RlM.K \M: \nimum rninr-
OIL
SHOES
SPONSOR: Cromwell Oil < o. \U\( >i : Ramsej & Brown
( U'-l IK ( \vl HISTORY: In using fire announcements
pei day for its oil additive, \>. Cromwell Oil offered Mi
free gallons oj gas to listeners who arrived at a (ridden
Eagle gas station within ■''><> minutes oj the commercial
with then speedometer readings ending in the four digits
icad on the air. Started as a three-digit reading with a
five-mile leeway, the service stations were swamped. 1 n-
dei the four-digit system, Golden Eagle still gives gas to
1 5-20 u muei s per dm .
K POP, Los Vnpeles, Cal. PROGRAM: Luck) Mileage
SPONSOR: Spence's SI Store M.I N< Y: Din
CAPSULE ( W. HISTORY: /„ programing it's "mimic1
half-price sale.' the store used eight announcements pel
day for the two da\s immediately preceeding the sale.
Tins uas the onl\ advertising medium used h\ Spence's
lecording to a store spokesman: ". . . on the first day
our store was tilled to capacity with customers hoc
opening at 9:00 a.m. til near closing time at 6:00 />.»..
// e cannot estimate the hundreds oj people that lie hue
in our store. . . Total cost uas $42.50.
CJGX, Yorkton. Saskatchewan PROGRAM: Vnnouncemeni?
SOFT DRINKS
HAIR TREATMENT
SPONSOR Dr. Pi ppei VGEN< 'i : Direcl
< \PSI l 1' < VSE HISTORY : / sing a one-houi program
from 10- ] 1 :00 a.m. on Saturdays, Dr. Peppei soft drinks
all cil a 500'/ increase in sales in the Santa Rosa, CaL,
area. The slum. Dr. Peppei Silvei Dollars, revolved
mound a giveaway system. $3.00 was paid to the winnei
ol n program slogan contest and $1.00 pei bottle uas
mi miled to those ulm had hollies ol III Peppei diin/.s
On ha nil ii hen a i ill ill I 1 1 ed ill then I esideni e. Six-mOntll
campaign cost amounted to $1,040
KSRO Santa I: i ' .1 PROGRAM Di Pc,wci Silvei Dollars
SPONSOR: Hillier's Hair Style Studio VGENC^ Direi
< ^PSl II 1 \-l HISTORY: ///,•/ purchasing and mnn
a 10-minute program on the station Tuesdays, jrom 11:20
a.m., Ililliei s Manager, Bill HUlier phoned the station
stating, "Results last week were out oj this world." Re
spouse had come Irom people mei 80 miles from llh
studio jrom both men and women interested in the nen
treatment foi dry scalp. Program is completely ad libbed
mid quite minimal, am/ has been responsible foi bringing
great numbers oj customers to the haii style studio.
CKOV, Kelowna, B.C., 1 ana la PROGRAM Special 10-min. shov
Folks feel close to ^fly iNf i^J^S
"1st on week ends, 2nd on week days in Washington, D.C."— May-June Pulse
sponsor • 20 august 1956
REPRESENTED NATIONALLY BY JOHN BLAIR & COMPANY
63
WHLI
"THE VOICE OF LONG ISLAND"
SELLS
INDEPENDENT MARKET
NASSAU COUNTY
Sales Management figures for May
1956 show that WHLI's Long Island
is one of the fastest growing, boom-
ing markets in the country.
43°o POPULATION INCREASE
since '52
3rd U. S. COUNTY in BUYING
INCOME per family
9th U. S. COUNTY in RETAIl
FOOD STORE SALES
GIVES
BONUS COVERAGE
Nassau, parts of Queens, Suffolk
and Brooklyn.
POPULATION 2,903,765
NET INCOME $6,132,673,150
RETAIL SALES $3,268,444,450
DELIVERS
BIGGEST DAYTIME AUDIENCE
in the
MAJOR LONG ISLAND MARKET
According to the most recent Pulse
Survey. . . one station . WHLI has a
larger daytime audience in this
market than any other station!
HEMPSTEAD
LONG ISLAND, N Y
A M 1100
F M 98 3
JmidoAil
GODOFSKY. PRtS AND Ml ,f
JOSEPH A LENN, EXEC v P SALES
Repi
Continued
from
page 24
couldn't match. And it paid off. In L940, the industry's reve-
nue totaled about 11 million dollars. In 1941, it catapulted to
107 million dollar-!
That was aboul how it na> when I left New York in 19 H.
The next 13 years, I spent on a pleasant farm in Eaton.
Ohio. It was where I wanted my children to grow up. I got
a kick out of raising prize cattle and hog- particularly when
m\ Angus bulls won blue ribbons at six Mid-western fairs in
1916. But alter my children grew up and left home, life on
the farm suddenly was not so exciting — or important.
That's when I came back to the big city.
Something had happened during those 13 years that I had
been absent. A terrible fright had been thrown into the show
business that had been so happy in the early 1940's. In a
word, il was tele\ i-ion.
Sponsors suddenly deserted radio to invest in tv time. Mo-
lion pictures and legitimate theaters cried that television was
cutting deeply into their business. That part of show7 business
thai wasn't downright vociferous about their fears, at least
was -baking its head in worry.
Hut television wasn't the monster it had been (tainted.
Radio still had its place. It will always have its place in
broadca-ting. You can't watch television and drive an auto-
mobile. You can't do your housework and watch t\. too.
I \nd don't forget, it's the housewife that doe- mo-t of the
bu\ing in America.) Where the sound is the all-important
thing- as in m\ own pet project, NBC Bandstand — radio
serves jusl as well as tv. Isn't a radio set, especally the new
pocket-sized kind, a lol easier to cai rv around with you? And
believe me. radio broadcasting always will be more flexible
than l\. Radio will go (daces and do things that always will
be impractical or impossible lor t\. The advantages of radio
are man) . Sponsors are beginning to realize llii-. More nioiie\
i- being turned back into radio. More new sponsors are bus-
ing radio time than ever before. The outlook i- much brighter
than il has been in recent years.
Motion pictures have pulled out of the slump thai was cred-
ited to t\. even though television, too, is better than ever! How
can one explain that, except that perhaps television wasn'l to
blame in the first place?
I he dance band business is starting to hit the upswing
again. Our all-live NBC Bandstand, which feature- two bands.
two hour- a morning on Mondays through Fridays, is a good
example of this.
\- a matter of fact, things toda) aren't so far different
than the) were back in the early L940's. We have one more
medium, bill again we've all learned to live together, to ex-
ploit our advantage- and different appeals. There"- plentv of
room lor even bodv . * * *
SPONSOR
L'U XI 1,1 ST lO.'lf.
Louisville's
BEST KNOWN FIGURE
Since January 1, this little fellow has been seen by more
individuals than any other man, woman, child . . . creature or
character . . . live or animated ... in the Louisville market.
The Channel 11 figure of WHAS-TV is seen on every station
identification and promotion slide, every poster and printed piece,
every mailing and display.
At a glance he means WHAS-TV, the dependable friend of
Kentuckians and Hoosiers . . . the selling friend of local
and national advertisers.
He should remind you that for individual and distinctive
treatment, your advertising deserves the impact of programming
of character. In Louisville, WHAS-TV programming PAYS OFF!
Are you participating?
VICTOR A. SHOLIS, Director
NEIL CLINE, Station Mgr.
Represented Nationally by Harrington, Righter & Parsons
Associated with The Courier-Journal and Louisville Times
BASIC CBS-TV Nerwork
SPONSOR
20 AUGUST 1956
65
The sun— the water- and the world's most beautiful beaches still remain the Miami
Area's greatest commodity, and the Great American Tourist, its leading customer.
Present hotels showed an average season occupancy of 93 :!'. , and some $40 million
will be invested this year in new tourist facilities Summer vacations are establishing
remarkable new records. One airline experienced an 85% increase between April ll
and June 1 in package- vacation tours alone, while another predicts a 40% increase in a J
Miami trips during balance of summer. Railroads and bus lines are scheduling specid
trains and trips to carry greatly increased summer loads, greatest in Miami's hist .r
Th< beautiful Miami skyline is familiar lo most of the nation, hut behind this
lovely scene is an important industrial boom. The county now ranks first in
Florida in industrial production, and a total of some .$.'H(> million in new proj< i i
nl plants, aircraft indui trii i ti will solidify thai position.
While Florida's farm economy has been somewhat obscured by vacationlil
and industrial publicity, agriculture is an area of vast importance. The ca
industry ranks second in the nation, and the economic value lo Dade Coui
(Miami) of all farming interests is in excess of $75 million per year.
op channel port facilities bring ocean vessels (and voyagers! virtually
the .enter of Miami's downtown area, and cruise ships add their
ilities to a greatly expanded transportation system.
The University of Miami, possibly the nation's most modern, is Florida's
largest with an enrollment of 1.1,077. The recent establishment of the
3tate's firs< m< <lical school at the University has provided added prestige.
114 MOVED IN TODAY
Every day is "moving-in" day in Greater Miami. 42,000
new permanent residents in each of the past five years have
stimulated phenomenal residential construction, and new-
record tourist seasons keep hotel-motel construction at
an equally high peak.
1956 public school enrollment increased 12.2% over
1955 and a $34 million bond issue will provide over 1,000
additional classrooms for next year's crop of youngsters.
Greater Miami is enjoying an increased earning
power generated by 249,000 non-agricultural jobs, while
all-important retail sales moved up to a new level of over
a billion dollars in '55 (a gain of 15.2% over 1954 against
a national gain for the same periods of only 9.3%).
"Effective Buying Income" is measured at over $llA bil-
lion by Sales Management Magazine ($6,047 per family)
in a population area of 744,000 as of January 1, 1956.
Federal Reserve "Bank Debits," a reliable business
yardstick, soared to a new high of over $6M billion in '55,
a healthy 22.8% increase over '54 — and a remarkable
265% over '45.
Serving this booming Florida market are two Storer
Broadcasting Company stations: WGBS, a 50 kw CBS
Network (radio) affiliate, and WGBS -TV. Both stations
are enjoying new peaks in audiences and the widest cover-
age in their respective fields. A strong merchandising
service keeps pace with the rapidly expanding retail store
development. Like all Storer stations, program policies of
both WGBS and WGBS-TV make them "local stations. "
while maximum power guarantees best reception through-
out the entire Greater Miami area.
WSPD WJW WJBK WAGA
toledo, Oh.o Cleveland, Ohio Detroit. Michigan Atlanta. Georgic
WSPD-TV WJW-TV WJBK-TV WAGA-TV
Toledo, Oh, o Cleveland, Ohio Detroit. Mich. gon Atlanta, Georgia
WBRC
WWVA
WGBS
rmmghom, Aloboma
Wheeling, W V,rg,n,o
Miom,, Florid
WBRC-TV
KPTV
WGBS-T
m.nghom, Alabama
Portland, Otegon
Miom,, Flor.d
118 East 57th Street, New York 22 • Murray Hill 8-8630
SALES OFFICES
TOM HARKER — vice-president and national sales director
BOB WOOD — national sales manager
LEW JOHNSON — midwest sales manager • 230 North Michigan Avenue, Chicago 1 • Franklin 2-6498
GAYLE GRUBB — vice-president and Pacific coast sales manager • 111 Sutter Street, San Francisco • Sutter 1-8689
WREX-TV
()j ON TOP
157 tO 11!
WREX-TV
leads in !&
hour periods
from 6:00 P.M.
to midnite
All 48 of the top 48
once-a-week shows are on
WREX-TV!
57 of the top 59
once-a-week shows are on
WREX-TV!
All 15 of the top 15
multi-weekly shows are on
WREX-TV!
Facts from the April 1956 ARB
Survey prove conclusively that
WREX-TV continues to grow in
favor with the ever increasing
number of viewers in this 10
county billion dollar market!
WREX-TV
ROCKFORD • ILLINOIS
channel 13
CBS • ABC
AFFILIATIONS
represented by
H-R TELEVISION. INC.
< ontinued
from
page H
mm
in contrast to static newspaper shots I would be seeing. The
vanishing -hip seemed to be a live thing. Later when I
Saw a Series of Stills of the same sequence the death oi the
Andrea Doria — I knew I was right.
The third component of the program was the most dramatic
of all, for CHS set it- cameras up on the Brooklyn pier
where one of the rescue ships had docked. We saw the sur-
\ ivors descend the gangplank. We heard the exultation of the
relatives who wen- wailing there, hoping to see them, yet not
aware if they would be coming.
We saw fatigue, fear, gratefulness, in close-up and we
heard anger spat at the camera for the treatment some pas-
sengers felt they had received from the Doria's crew, as well
as deep gratitude for their handling by the rescuers.
We saw a family reunited. We marveled at the unconcern
of children who had keen through the ordeal.
Not a camera Haw, not a maudlin moment, not a minute
of the over-staged or unspontaneous. This was television, the
reporter — efficient, a demon of speed, and a- graphic as
thunder and lightning. It makes you proud to he in the me
dium when efforts such as this are telecast.
* • •
N. Y. police hold hack crowd as survivors of th
viewed at pier. Among other-. NBC \wi~ there
Vndrea Doria are inter-
with on-the-spot co\erage
SP( iNSOR
2ii \i i.i si L956
T. I spot editor
A column sponsored by one of the leading film producers in television
SAKHA
NEW YORK: 200 EAST 56TH STREET
CHICAGO: 16 EAST ONTARIO STREET
Using wide] suds photography, SARRA graphically demonstrates how Pink
Liquid Yd actually Boats grease ofl plates! This 60-second spol points up
Pink Liquid Vel's instant action and emphasizes how completely safe it is
for delicate skins. The combination of live and slop motion gets and holds
attention. Skillful piesentation o! Vel containers conveys strong produci
identification. Produced by SARRA lot the Colgate-Palmolive Company foi
Pink Liquid Vel, through the William Esty Company, Inc.
SARRA, INC.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
In this newest series of TV spots lor the Pet Milk Company, SARR \ packs
every second with sell! Attractive shots of food in preparation whet the
appetite, while the narrator delivers simple, easy-to-follow instructions.
SARRA stresses the easy way of preparation with Pet Milk and emphasizes
its great variety of uses. Attractive container and label displays in each
commercial help drive home the sales message. Created by SARRA foi
the Pet Milk Company for Pet Milk, through the Gardnei Advertising
Company.
SARRA, INC.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
SARRA casts two lively, likable children, in this series of 1-minute com-
mercials, who show how easy it is to use Aunt femima Pancake Mix. The
viewer sees a pancake made, then tossed high into the air in a long, slow
motion Hip that demonstrates its lightness. Shots of lush fruit, in alternate
layers with pancakes, suggest delicious new uses lot Aunt femima pancakes.
Effective opening and closing package shots clinch sales. Produced l>\ S \RR \
for the Quaker Oats Company, through [. Waltet Thompson Company.
SARRA, INC.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
In this pleasant and relaxed series of commercials, just completed Eoi
Tareyton Filter Tip Cigarettes, SARRA establishes powerful brand identity!
Animated captions, a lilting melody and shaipb contrasting tones provide
a lively background lor stop motion photography. Individual cigarettes
paiade into packs, packs slip into c.uloiis and cartons pile one on top of
another for strong product identification and sales appeal. Created by
SARRA lot the American Tobacco Company, through the M. H. Hackett
Company.
SARRA, INC.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
sponsor • 20 \t (,t st 1956
69
A
TV Station
Is Measured
U.-HSHm/
Every field has its pacesetters, and this is
especially true of TV. In most multi-station
markets, one station leads (and forces the
others to follow by
sheer pressure of com-
petition). That's the
primary significance of the
many WSM-TV firsts, only partially
illustrated here.
WSM-TV was the first TV station to set up
shop in this market by a margin of more
than three years. And WSM-TV built the
longest privately owned television relay
system in the world in order to bring its
viewers live network TV three years before
public transmission facilities could be
provided.
TS INITIATIVE!
WSM-TVI
In that pioneering tradition, WSM-TV con-
tinues to lead the way.
Two current examples:
WSM-TV's entirely new type tall tower, now
under construction, that will be not only the
tallest tower in the South, but will also do a
coverage job that no other tall tower now in
existence can do.
guise survey of this market (April,
1956) showing WSM-TV with 12 of the top
15 once-a-week shows, 8 of the top 10 multi-
weekly shows.
Channel 4 Nashville, Tennessee
NBC-TV Affiliate
Clearly Nashville's * 7 TV Station
IRVING WAUGH. Commercial Manager
EDWARD PBTRY & CO., National Advertising Representative!
WSM-TV's sister station - Clear Channel 50,000-watl WSM Radio - is the only single medium thai covers completely the rich Central South market.
70
-ruNSOH
L1!! AUGUST L956
„ber 1956
ATt RDAY
Sparti
PPill
NCK A WAG
'* L
Pltmla.
CbnJ North
n j. Uptii"''''
FSTV
Hj SUB/13 F
»-rrv C*"».
1 TAR
Slamt"
■will aid;
Curaplofi
JeannU
<U 9/8 1
J34.0O0
U2.QQ0
No Mlworfc
1 "(rmjin,
r Star*
Bate*
Eneors Tfieatra
FCAB
IA-U-rHll'l:
ThaMra
Warner- Lamtiort
Quirk KAE
Amet ToDMCO
Lucky Strike
BBDO
lOflNY F
itvlon BBDO: CBS. Tu 10-10:30 pm: LaBnche;
!' U 0-8 ;n ri.i; LaRoctic: NBC. all F
■' 10-10 pm; LiBocbt: cbs ait Bob 10 10:30
Raynalda, Katy: CBS. Th
.fl.,0 pm. ,|,
-10:30 pm; all
* ■ M pro; *ll F 9-9:30 pit
; Mil?. MAT,
it Pkli.1*' ,-l,r'!nha,,Jf™r.3o,n i
Run 7:30-B pin
'I ■■■■ H
-■ft.id "' J
'". NBC.
ens ii is-il:]
''»« D'ub. fi-F
9 i>m: JCBC, Tii 7:
pm: NBC. alt F 9 3(1
ens *« m lo:li
!*•: MIC. TAF 2:4
ABC. F 9:311-10 pm
"in rim VHC. ill Mat 8-9 Dm
NBC. M |:4S-8 pm- CBS F 10-10:15
What makes Columbus a Great Market?
m
Rich soil . . . rich pasture lands ... a rich area saturated by
WBNS-TV coverage. That's Columbus . . . home of the Ohio
State Fair . . . where this month approximately 750,000 WBNS-
TV fans will see:
The world's largest sheep and wool show!
A display of dairy and beej cattle
representing Ohio's No. 1 Farm enterprise!
The largest junior Fair in America!
Hogs , .poultry and grain entries . . and over
300 industrial and commercial exhibits!
This is one of the many reasons why Columbus
is a great market, and why WBNS-TV's view-
ing preference in this market assures you of
a rich return on your WBNS-TV advertising
dollars.
Number 3 in "Columbus Market" Series
WBNS-TV
COVERAGE FACTS
TOTAl POPULATION
1,872,900
TOTAl FAMILIES
5 S 6,000
TOTAL TV HOMES
500,400
45.2% o.eroge
ihote of oudier.ee
15 out of 15 Top
once-o-weekihows.
9 oul of 10 Top
multi-weekly shows.
[Source: Columbu.
Tele-pulie June 1956)
WBNS-TV
REPRESENTED BY BLMR TV.
channel 10 • columbus, ohio
CBS-TV Network - , AffiHtUd wilt Columbia Ditftltk - Gtnml Sdei Ofae; 33 N Wg& $M
V*B: NBC. alt \
10:30-11 pm
(Plwie turn to pi
1Ai-S pm; CBS.
LARGEST SAMPLING OUTSIDE U. S. CENSUS
Pulse TV Markets now total 159!
to the 107 repi
.howina the e
led
52 more markets have been added since lanua
through 1955 and listed below. Space prevei
list gladly supplied cm request,
For case histories, there is ;i wealth of data embodied in the con-
tinuing reports for the markets in which the bulk of U.S. population
ami sales in- concentrated . . . vital information so often needed: time
changes, audience comp, variations market bj market, etc,
Combined with a stud} of I N. Pulse 77 the national picture— you
can thus break down result! and see where the extra sales effort and
promotion can be must profitably expended
Obej that impulse gel in touch with Pulse right now while vou scan
this.
Available for Subscribers . . . Tremendous Backlog of Data
Albany -Troy- Schenectady
Indianapolis
Quincy Hannibal K k 1
Albuquerque
Amcs-Des Moines Area
Jackson, Mill.
Richmond
Atlanta
Jacksonville, Fla.
Roanoke
Johnstown, Pa.
Rochester. N Y.
Rockford, III.
Bangor, Me
Birmingham
Kansas City, Mo
Sacramento. Calif
Lansing
Saginaw-Bay City-Midland
Boston
Little Rock, Ark
St. Louis
Buffalo
Los Angeles
Salt Lake City
Cedar Rapids
Charlotte, N C
Macon
San Francisco-Oakland
Chattanooga
Santa Barbara-San Luis Obispo
Marietta- Parkcrsburg
Scranton-Wilkes Barre
Cincinnati
Mason City-Albert Lea-Austin Seattle
Cleveland
Seattle -Tacoma
Colorado Springs
Miami
Sioux City, la
Columbus, Ohio
Mmneopolls-St Paul
Spokane
Dallas
Montgomery, Ala.
Springfield, Mass
Davenport-Rock Island
Springfield, Mo
Dayton
Syracuse
Denver
Detroit
New Orleans
Tacoma
Dulu'h-Supcrior
New York
Tampa-St, Petersburg
Toledo
Tucson
rie
Oklahoma City
Tulu
Fort Worth
Peoria
Washington, D. C.
Waterloo
Grand Rapids
Philadelphia
Wheeling-Stcubcnville
Wlehiti
Greensboro
Pittsburgh
WictHta Falls, Texas
Portland, Mslflfl
Wilmington
Honolulu-Oahu Island
Portland, Ore
Winston Salem. N C
Houston
Providence
York. Pa.
Youngstown, Ohio
Houslon-Calvcslon
Pueblo
This month throughout the U.S., 150,000 homes are
being interviewed for next month's "U.S. Pulse TV"
URBAN COVERACE
PULSE, Inc., 15 West 46lh St., New York 36
Telephone: Judson 6-3316
IN LOS ANCfXES — 6399 WILSUIRS BOULEVARD - WEBSTER l.J«,j
PPlil
Ml FhI
No network:
■"■•
Lm* U»
""
.T "" ""
Eyi on NH Y
NY
L
[raj
Cimrn Thrt*
NT
I*
1.1'. Take
• Trip
V»r
pruiraoijDg
Wild Bill Hiikefc
Burnett
115FJJ
No network
:i
protramlni
1
18*1
No network
I
RMtai
""*J
No network
&&m
jM
Lail D 2
Campaign
sJk
Roundup
Tor
L
"m
You"" *■
r
y
Will *■
College Praia
Cant
Bnndwagon '!
NT »int U
F 1
Waih L iu
Tfl'W^H
Going ri.i...
H*H
Fate the
Miami
Nation
M
Wub
L tlu'^V
The CBS
vt ^m
Sunday No*
C-U'j*fl
Nighttime covers September 1956
SUNDAY I MONDAY
I, W, Ayer
i Are Then
$32,500
„,.■, K-.U To*
lucky nrlk*
Urair? DlT of
: ord Motor Co
I NY L
...
iso.nofl
HS.000
' ""if explanations to help you use this chart
TV COMPARAGRAPH OF NETWORK PROGRAMS
UESDAY | WEDNESDAY I THURSDAY
Nighttime
1 "'* 15?, ui!
■■ Whin",
Sponsors listed alphabetically with agency and time
A. C. Spark Plug. Brother: NBC, alt Tu 10:30-11
Amana! M.urT. L« * M.r.h.U: CBS, alt Tu
■B3
D Edwnrdi f
. n-tunrk Oi
^ Big Surprise
M.r.nrUTi^nr,
Arthur Godfrey
inn ifv "" Wkp
Ti.ni Paparmita
Bpoldel NCK
»7vono
BrhinViTysn
Dunn Inner
This li Show
BBCB™
Burnett
Donahue &To,
NY [
L-ut !tn
WKiofl
por Vi hr.
Hy f
s,^sH
The Millionaire
Flresldn Theatro
BMbniti tojlilrj
By V
132Hy p
, J40 000
518,000
Holier
Y&R
I've Got a Biuret
1.
E'tV $25,000
£$£?**' Nr,"nv?'y m\ ^"T
Warwick t\ Leglef I
J3800 to J5750
' ***** DuIUbt Time.
I. B.uitEDrn; ch, CMC*
0 be «nnounced. T5NY i
)• SO of Uion. n,i|on. I Her Ml .how lire, we — w "•"' ,"
»lon to those mentioned In rh*rt »re plu«k*d on IMS
1 Show, neie M-P T-8 am neicj variety. Sells »n 5-mln
Hy. Hollywood, NT. Nov
it -i aw_To
II I .-i (ro
plUl IT1S tOT tflu
I0::in am chll
. 11. 1
Amtf. Molofi, G.'
Amar. Safety Bu«
Ml
, McE CBS.
, QS -■■ I
pm: BitM
ABC. all W
.-... II I
* "> imJI"'"" ""' ^-"n <■" 5" stiltf"" A t..=... -« .--
•' "■ n n' »nr'*"><Tnient c»iiii'"lBn Due lo Tedny'i wimmertlat Be«»"llf|(1!,,:
■ mme"! | " '' co"""""ly ln • 'l"'" ,,f rt"1 Tostw ha. carried over iMi^eiien^
V,'r' N'v from","lo'F!l JnT ''n*.' o°tinS1.™IlI,|,",|'. not* lecn In Itio Ea»I since
sC'^^s.fKS^rA'Sia." '"• c"""''",a
0-l'n I'm. Ml'-'. !'l> M '
|;„,l n A llC. TAW '
Co.. Tatliam Laird; 1
rB.tr.no' BBPf> N^1
T. Babb/li '
^.ririul, kiE. NBC. S
Blihap. Spertir: (US. T 3-8.3
KBO, t„ ■
30 pm; M-N
., :■
in ]1 ...
'. r,.-
an. r
1,... ,.,„
!:l:|.t. MIC.
ill r
ens, ».
Mir. t S 15-
:.i .in
CBS-Hytron. Bcnn
ti .v Xorittrop
in.-.
•1, y.
\itr.
-8:30 pm
i:.
10 1 3
: ABC
9 1
US. Th
8:30-0-30
Ciba. IWT: ABC.
Su *
4:30 Pm
FRIDAY
. 10 ■■ ■■. I i:- r" *-«:30 pm;
m: CHS. ill S.l 10 30-11 *m
Rttrei, HFs. 11111)0, Wm
T:30-8 pui: CBS
, ■
ait tft( li II
igldairt. K.niurr; C»H, W
Gorbe* Pr.
I.. .1,1 s,..|.
1S-10TJH „n; T 10:30-11
■ i. mi h .4 :iii ,
Prodi, if Lri ■ I i:
|i
Goody.ar, YAR nhc, ill
H«mm Brewing. CM: CBI
H. J. Helm. 11*100! NHf
Int'l BhP* Co. Uarr>: A
S. C J«hn»0n, NJ.Al'l R
■ ,„. i B
i : , ,
Kleenex. FC1B. .It Nil x
Klj,,m„rk Mfn i
Levor Brn.. JWT. flllliu
Liggett A M.„, mi ■.,.■ ,
0 pm; CHS S.l tu In :tn ,,,„;
I ■ i B ill "i 10 ." i
O. Th SdO-
IC i i
m; NHC. Tu
Camol Nn t*m.
J Aet-u
Mil.
fcX fcl
laruj
BBOO
..-.Li,,,! Hlioa)
KA.E 124.0CO
S4;,:,ihi r.uni, Mi:
Uutileu Uu.
^1 PIV-dULU
Dr«* i
'■ rnl.it
llfllly
" :;;;„' » 01?.
Our nil,. Break*
F (..til Kuotli
Trontur* Hunt
the Vile
, fMeillua: Drtif
jf BONY ]
WI 140,000 0F* 131,000
Iff. Polka Time
151NY
IJrnl.T.iJi
II- Plw
i of tdart
Vi-.'.
F
tUmm Bttwl
all
'l vs
No nelirorll
0 pm; i ■■■ ■■
hi, I.'.' t Beoh: cijs,
&BC f s 3n fi in pm
IBi i ' '' 30
II D-30 pro
Tr, 1 30 IS. 311
■ - i:--.ii I ■
, Heli ABC, If 7:30-8 pm
i Sat 10-10J0 (
(■m . C [.I.«i PI!
I'./. I! PUS MI
M I- 2 HO ■-' 16 u
PrudenllBl ln».. C»lkln»
s September 1956
TV COMPARAGRAPH OF NETWORK PROGRAMS
MONDAY
tnrr *■
m-t
Eety 115.000
V. I1.nl L .0.
Burnett
« Mr 54000
Hi Pnt<
Coif Ho '•&
c Eity V* hr 1,3000
Boo Cro*DT
$3,700 •/« hr
Brighter O
PAO
118NT mf
Nloht
129NY m-f I
TUESDAY
Garry Meore
.U.t_
Bett Food*
partlc lponmii.
■TillabU
time A ul *700f
Enala w..«
WEDNESDAY
THURSDAY
Dl-i DH| Mil
Utar Bra* JWT
Frtaldelra
Gen Mown
lime A Kl 17000 protrmjmtaJ
Arthur Qedtrey
Seheldeler &
M
Cedtr., (Mold)
Relloci
Burnett TATh
MVar
Remote ci
Hi.i'-U
40V a* L
.Imul '.. hr tdt9S
Tea Bat—
See/eh far Tea"*
PAO: I"'
II Ceuld Be Ym
PAO. Itorr. <
At the Werld
p*a':r"™ii.
Irory mow
Ford Shew
PAO BIB
Minute Mold
$3100 per per
lime A Ulen
II NT
F
E Witey
Fltzgernld
DFS
$3,700 V* hr
A Film Feetlw
3 -B pm
1
brighter Dmt
PAO
Queen Fer
Hy P«rllc.
<-<:*6 pro
The fletret Sterei
Atner Home Pre
Edge of
Night
PAO uje. prell
(tee Html
4:15.5
L
i umiiiv Tin
HI
BMft
m-f
Am tier
Buchanan
B BBQO
F "Men Orepe
DCSS l.liB
HI
J.
31
OIRI Dtnl tlltMt
G Wide
Bnnditand
D a ytime
FRIDAY
Gen Mill) BBDO
,t> NSMT t
V. hr H.I 40
^epxemoer 1956
SATURDAY
(cont'd)
Yardle» of Ladn
Converted Hire
Bennett el< «*•
SOS MC-E
PAO Itorr. I
Otaptaa
New*
«nneiiee Ernie
Ford Show
Jin _b*!b
,1„ G. Wad*
V4 hr 32700
General Mill.
llHy
Knox- *Af « hr
Deevei 13.700
Brighter Dm
Modern Rofnanwe
PAO
BAB
Edge of
Night
Mlekey Meueo
C-lob
1 Cohan
NUB
5:16-S:30. 5:4(0
Kiwn Reene
A F.r,
Mart Candy
5:30-6.45
Burnett
Cfal I
13.040 te 16,300
It Could Be You
lly L
Brown •
Tenneetee ErnlP
Ford Shew
I'M; B4B
Theatre
Qenirti u>.
m,r- ,
BuebiM B«
Pilttiff !>'<■
DFS
Modern Rem.inr.r-*
Channel 8 lias the top 33° programs in
San Diego, the Nation's 19th market**
23 Network,
6 Local,
4 National Spot
There are more people in San Diego
watching Channel 8 more than ever before.
'June 1956 Nielsen Report.
"Sales Management 1956 Survey of Buying Power.
KFMB
WRATH ER ALVAREZ BROADCAST! NG . INC
Edward Petry & Co., Inc.
SAN DIEGO
America's more market
SPONSOR
20 AUGUST 1 ')/>(>
::
a forum on questions of current interest
to air advertisers and their agencies
Under whut circumstances should advertisers
use lute ii if/ /i i ratlio find television
J
r
\
W
J
Peter Hakn, Jr.
Timebu \ er
A. T. Howard Co.. V. Y.
i \ turn: >//:»/ »; n huts
• Everj nine in a while, one of our
friends in the lime sales fraternit)
. omes i" u- w illi the idea thai late
night i- a "natural," especially for our
Eclipse Mattress advertising.
The linn- sellei reasons, and not
v ithoul a certain amount of logic, that
late nighl enables us t" tell al low cost-
per-thousand and at an hour close to
bedtime, whal a wonderful night's rest
the audience can enjo) on our mall ress.
Proper "climate" is. of course, one
impoi i. mi l.i. lor in advertising \ ia
i adio or tele\ ision : bul there are man)
oilier-. Entering importanth into t In*
evaluation are, naturally, the nature of
the produi i and the composition of the
audience thai will be reached. What
age -_; i ' >m | >- do product and program
appeal to? \ie producl and program
of interest to both men and women?
I- marital status a factoi in the sale
of the producl ? I- the producl Fasl or
-low mot it
\\ ith mattresses, i ertainl) nol in the
"impulse" category, our more immedi-
ate pros] eel are among married
women u hose famil) life requires them
to be up and about reasonabl) earl)
in the morning, getting children read)
foi school, getting husbands off to
work. Manx of these folks are read) to
retire just about the time that the
night-owl programs are getting under
way; so if we were to purchase late
time, we would be missing quite a
large number of our logical prospects.
Taste- and purchasing habits are
being formed, of course, in the young,
unmarried people who habitually tune
in the late shows (and account for at
least 20',' of the audience of the best
o| such shows i : but in the interest of
economical timebuying, it is a group
which cannot ordinaril) he considered
as primar) for the sale of merchandise
such as mattresses. Several mattress
manufacturers who have tried it have
discontinued it as unsuccessful. Late
nighl commercials, admittedly success-
ful even for some of the home appli-
ances, are nevertheless at their best
when the merchandise is in the fast-
moving, impulse category.
Max Tendrich,
I '.p. in charge of media
II eiss & Geller, V. Y.
It I '■!. t\ Ul<>\ IS THE KIY
• "Relaxation" is the kev to late
radio and television. Radio in its late
"i earl) morning hours offers good
music, neWS. I odav . lelev ision ulfei -
the besl Holl) wood films available, or
the easy-to-watch and listen to Steve
\llen. Late shows have loyal audiences.
Thev have adult audiences. They are
relaxed audiences. The kids have long
since been tucked away. The chores
of the dav have been completed. Clock
radios make radio easy to listen to.
permit the listener to fall asleep with-
out bother.
In light of these facts, late radio and
tv offer "best buys'' for many adver-
tisers. Time costs are comparativelv
cheap. This permits low budget adver-
tisers to use the television medium
especially. Here then is the adult
market, audiences that will concentrate
on the advertising message.
\\ e believe that where spot television
is in order, no campaign can be
complete without late night tv. We are
now placing saturation tv spot cam-
paigns across the nation for our client.
Proctor Electric Companv. We want
to reach women. \\ bile most of our
announcements are. therefore, dav time.
we schedule main of our spots late at
night. First, because we feel that our
soft well-animated jingle commercials
are admirably suited to late night view-
ing. It is our opinion that tv commer-
cials must be tailored for this audi-
ence. Thev want entertainment even
in their commercials. There i- alwavs
the threat of an abrupt switch-off- and
off to bed — for the advert i-er who tries
to blast thi- audience with his cop)
appeals.
Another reason for scheduling com-
mercials at this late time is the dealer
influence thev have, \lo-i dealers are
convinced thai tv will sell for them.
However, because thev often <!<> nol
get the chance to watch tv as often as
llicv would like, an exposure of com-
mercials at an hour when thev can see
them will help sell them on a tv
campaign.
Charles Vntel and his "Formula 9"
proved to ever) tv station — and to
manv advertiser-. the effectiveness of
78
srovsoH
20 vi (.i -i I0.it.
late tv. SPONSOR, in its story on Bryl-
creem (23 Jul) 1956) pointed mil li<>\\
late night television was responsible for
success of this product.
"Late" shows have expanded to
"late, late shows" on tv stations to
accommodate the demand for the late
audiences. Comedians have done take-
off s on these "late, late, etc." shows.
But you cant laugh off this audience
nor the advertiser that profits 1>\
appealing to it.
1170 on your dial
Sylvan Taplinger
Timebuyer
Peck Agency, N. Y.
IT DEPENDS Q\~ HOURS
• Although there must he a lot of
success and failure statistics on this
suhject lying around somewhere, this
is a question I'll try to answer by
instinct rather than slide rule.
First, I'd like to ask a question.
What is late night time? Assuming it
is the period from 11:00 p.m. to 1:00
a.m., I could straddle the main prob-
lem and emulate the politician who
answers every question with, "Yes —
and then again — no." It is obvious
that 1 1 :00-12 midnight is a darned
sight better than 12:00-1:00 a.m.
Therefore, it's elementary that some
advertisers could be successful at the
earlier hour and fail dining the latter
one. There sure are a lot of people
going to bed every minute from 11:00
p.m. on.
I don't doubt, though, that certain
products are made to order for late
night tuners-in. Products that are
of the type that would be receptive to
late-hour audiences. Naturally, one
thinks of the no-prescription-needed
sleeping pills. Probably fine — but it's
awful to contemplate what would
happen, assuming radio-tv are as effec-
tive as claimed and ditto the pills.
[Please turn to page 93)
channel 2
the right combination
to sell. . . ^V
Oktaluwu^ Vk
MARKET
1
Over 1/2 billion dollars effective buying income
You can sell more ... to people who buy more in
Oklahoma . . . when you advertise first in the wealthy
Tulsa market. No other media reaches this area like
KVOO RADIO and KVOO-TV.
Get more coverage for your money . . . get more
sales . . . use the "Top Twosome" in Oklahoma's
No. 1 market.
'Figures from 1956 Sales Management Survey
RADIO
Represented by
EDWARD PETRY CO.
MUD
TELEVISION
Represented by
BLAIR TV
1170 KC • 50,000 Watts TULSA. OKLAHOMA Channel 2 • Maximum Power
SPONSOR
20 AUGUST 1956
79
Saga of the
Successful
SAUSAGE
Not long ago GABEL'S
RANCH HOUSE, processor of
meat products, selected KTVX
as the medium to introduce
a new product. Here's what
Mr. Gabel says: "We have
done considerable advertising
through various means and
have been given good results,
but all of the times that we
have advertised, this (program
on KTVX) takes the 'spot-
light'. We were introducing
a new product, and results are
still coming in."*
EDITOR'S NOTE: When
regional advertisers in East-
ern Oklahoma want to reach
Oklahoma's biggest market
they KNOW they'll get results
on KTVX.
You, too, can reach more
potential buyers, at less cost
on the truly regional TV
station . . . KTVX.
*Letter on file in our office.
Ask Your
II ER\ k\ni>i I Repn tentative
l A. (Bud) BLUST
V. P. and Gqn. Manager
TULSA BROADCASTING COMPANY
Box 9697, Tulsa, Oklahoma
agency profile
Donald P. Stauffer
Partner in charge of tv-radio
SSCB, New York
Dun Stauffer, who was one of the founders <>f SS(!B after World
War II. actually got into radio In accident.
"I was working on a [>la\ rewrite fur Brock Pemberton," lie
recalls, "When Arthur Pryor tricked me into coming into Roj
Durstine's office up at BBDO. I said I didn't want to gel into radio,
so I was hired."
From that time on. Stauffer wrote and directed radio show-, until
the end of World War II. when he. Ray Sullivan, Heagan Bayles
and Boh Colwell decided thai there was need for a new package
goods agencj in the competitive post-war market. Now. Id \ears
after its birth, SSCB bills some $36 million, with more than (>n
ol il in air media. Stauffer heads up the tv-radio operation.
" I hr agencj actuall) exercises far more control over most ol it-
clients t\ -hows than is apparent,' sa\s StaulTer. "K\en in the
case ol network package programs, agenc\ producers oiler sugges-
tions, though the chid responsibilit) rests with the net.
"Bui when il comes to such independently-packaged shows a- Big
Story, Same that Turn'. Big Town, we actuall) help develop the
show format, supervise script and production values. When the
agencj neis through picking a -how for a client, its job is just
beginning. The first lew -how- of I've Got a Secret, Un example,
were far from good. But we agreed with Goodson and I oilman that
the basic idea was good and just continued sharpening up the
I ai until the show clicked."
I he cardinal sin in tv, says Stauffer, i- "imitation.' This applies
lo imitating -how formats as much a- il doc- to imitating the idea
of a particular commercial. "We considei technique a- such in the
public domain. But it's a mistake For a client or agenc) to imitate
a particular commercial. Jusl because two cartoon figures sell one
product, it's no guarantee thai two similar characters will sell anothei
product, i ei that's what makes trends: imitation.
■\ tall, slender, greying fathei ol three youngsters, Stauffer leaves
agenc) problems behind when he hoards the Stamford, Conn,
express. Vacations are ignored during tin- busj summer months
and postponed until winter. From Vpril when you start picking
falls -how-, until just before < hristmas when you re finished shaping
the -how foi the yeai that - the busiest time." * * *
;:u
SPONSOR
l'ii u ei st 1956
100,000 WATTS
(SEE THE JUNE ARB REPORT )
R.G.PATTERSON, President HARRY STONE, Sta.Mgr.
GEORGE P. MOORE, SaiesMgr.
H-R TELEVISION, INC., National Representative
STUDIOS -1214 Mc CALLIE , CHATTANOOGA .TENNESSEE
WSGMY
<*»"»— «■'• ONLY '""SZ&Z*
SPONSOK • 20 W CI ST 19.l(>
81
Ixll I \ merehuutlisiua — Jill*.* supermarket sales successes
Reportfdh these four chains account
for 52ft of Denver's $225 million an-
nual retail food sales.
In order to qualif) for the Kill \
\i \P plan, an advertiser must spend at
least $325.00 per week for 13 weeks
on KBTV and have his product ap-
proved l>\ the supermarket chains.
The advertiser mu\ bu) programs,
announcements or station breaks. As
part of his purchase he gets the MAP
merchandising services. The) include:
point of sale material, special displays,
personal calls on supermarket man-
agers and personal liaison with key
merchandising and advertising men in
member supermarket chains.
Photo'd above il to rl are: Kellogg
Company's Denver manager Harper;
Harold Storm: Ann Walker, KBTV
i Lerchandising manager, and local Kel-
logg contact man. Hopkins.
They're all happy with KBTV's MAP sales
Merchandising, advertising and pro-
motion arc being used in combination
b) KI!T\. Denver, to move groceries.
Called the MAP Plan b\ Harold Storm,
head of Denvei - Harold Storm Adver-
tising, it works through four supi-i-
markel chains; Miller Super Markets.
King Soopers, Pigglj Wiggl) Stores
and Busies Stores. The four operate
(>() retail outlets in the Denver area.
Talkiuy ehauuel number pntdueed far Okla. ( ifi/'s KWTV
station "personality " is fully animated
and \sas conceived as a means of more
cfTectiveK identifying the station and
ushering in promotional announce-
ments.
Idea for "Big 9" originated A\ith
Mnntez Tjaden, promotion manager,
and Perr) Dickey, program director.
It was developed by Erwin, Wasey,
the station s agenc) .
Because a talking channel number
appears to offer a varieh of promo-
tional possihilities. Keitz and Herndon,
producers of the "Big 9" film, have
announced plans for a specialized de-
partment to create animated personal-
it) II) s for stations in other markets.
Snappy 9 is KWTV's talking channel number
K\\ I \ . < Iklahoma City, recentl) in
troduced a talking channel nurnhei
known as "Bis 9." The ih'h cartooi
"Best Cooh" awards enter third year tor Stokely-Yan Camp
( me of the most su< i essful features
on KM I \ . Omaha's I ow 1 1 Home
show i- the "Besl Cook" award given
■ hi ea< h week. Now in ii- third year
in Omaha it has been used successful
K in .it least eight other markets.
82
Stokely-Van Camp's agency, Calkins
and Holden, originated the awards in
L954 and ovei k M I \ alone more than
Mm women ha\e he-en honore-d.
kMT\ "Besl Cooks" are spotlighted
in interviews with the station's tv
homemaker Bettie Tolson. Conversa-
tion covers personal background, fa-
vorite recipes and the awardee's use of
Stokeh -\ an Camp products.
To top off her visit the Best Cook
i' eives an orchid, a gift box of Stoke-
l\ -\ an Camp products and a < ertificate
testifying to her cooking abilities. At
least one Stoker) -Van Camp product
is provided free at the next meeting of
her organization
* • *
WOW-TV doeumentary tells
midwest conservation story
WOW-TVs Be
leep in a
Ifalfa
WOW and WOW-TV, Omaha, have
produced the thirel in a series of
documentaries on the midwest's soil
and water problems. The latest film,
called Regimented Raindrops II, was
made by the station'- Farm Service
Department under the direction of
Farm Service Director Mai Hensen
and his associate Arnold Peterson.
Photograph) was handled 1>\ WOW-
TV photogs Bill LaViolette and Bob
Mockler.
Earlier films produced at WOW
and WOW-TV included Big Muddy,
which won the George Foster Peabod)
\ward in 1947 and Regimented Rain-
drops I produced in I'M!!, which won
-i\ national awards.
In addition to public service films
Hansen's farm department manages
such projects as the Nebraska Mechan-
ical Corn Picking Contest, 4-H Soil
C.onse-r\ation \wards and a TV Farm
Short Course. According to W OW -TV,
the- latter is the onk course- of its
kind in the nation. * * *
K.WS anniversary marked
in licit' remodeU'd studios
KANS, Wichita, Kansas, celebrated
it- 20(h anniversary as an NBC affili-
ate w iih a part) in the station's nev I)
remodeled studios. \t the- reception, the
Skelly Oil Compam pre-senteel k \\S
with a plaque for its work in promot-
ing the '/''\ Dreiei Vews sponsored b)
SPONSOR
20 \i i.i st 1956
I
Gathered for KANS 20th anniversary party
Skellv. Shown above at the presenta-
tion are (1 to r) : Jack Kirwan, radio-
tv director, Bruce B. Brewer Advertis-
ing, Kansas City; Jack Grant. Lago
& Whitehead Advertising, Wichita;
George Gow, KANS news editor: Mike
I.\ in h. manager KBYE Oklahoma City,
and Frank Lynch, manager KANS.
Yankee's >I«in<l<» c/o«»s to
plate for pitneake batter
Yankee's Mickey Mantle pours Batter-Up
The New York Yankees' Mickey
Mantle has signed up with C & C Super
Corp. to promote a new ready-to-pour
pancake mixture known as Batter-up.
Mantle will make special tv appear-
ances as "'Mr. Batter-u|i. Shown
above, with Mantle doing the pouring.
are (1 to r) : I. R. Rill. v.p. of C & C;
Jules Alberti. president of Endorse-
ments Inc.: Walter Mack, president of
C & C; Frank Scott. Mantles manager,
and \\ illiam \ inicombe, C & C ad
manager.
Brietly . . .
Railroad enthusiasts ought to en-
jo\ Short Line Junction by Jack R.
\\ agner, program manager of KNBC,
San Francisco. The 266 page book,
with many of its nearly 250 photos by
\\ agner. tells the story of seven small.
independent railroads. The book is
available for S4.75 through bookstores
or direct from Academy Library Guild.
P.O. Box 549, Fresno, California.
i I'U'ase turn to page 118)
of total
Jackson
T V time
WLBT channel 3 leads!
*ARB 36-County Area Survey proves
WLBT Mississippi's most-preferred
station - night or day! (June 7-13, 1956)
WLBT
has
15 of top
20 night
shows!
TOP 20 EVENING SHOWS
1 Truth or Consequences 43.6 WLBT
2 $64,000 Question 41.3
3 Cavalcade of Sports 38 9 WLBT
4 Lux Video Theatre 36.9 WLBT
5 I've Got A Secret 36.8
6 You Bet Your Life 35 9 WLBT
7 Your Hit Parade 35 2 WLBT
8 The Millionaire 34.6
9 Four Star Playhouse 34 4 WLBT
10 564,000 Challenge 32 2
11 This Is Your Life 32.1 WLBT
12 I Love Lucy 31.5
13 Life of Riley 31.1 WLBT
14 December Bride 29.5
15 Annie Oakley 28.7 WLBT
16 Grand Ole Opry . 28.6 WLBT
Wednesday Night Fights 28.6
17 Ford Theatre 28.2 WLBT
Fireside Theatre 28 2 WLBT
18 My Little Margie 28.1 WLBT
19 Highway Patrol 27.7 WLBT
Robert Montgomery Presents 27.7 WLBT
20 Celebrity Playhouse 26.5
WLBT has 9 of top 10 day shows!
WLBT has 8 of top 10 film shows!
TOP 10 DAYTIME
1 Queen For A Day
SHOWS*
27.9 WLBT
26.8 WLBT
25.2 WLBT
20.5 WLBT
3 The Little Rascals
Circle 3 Ranch
20.5 WLBT
18.8 WLBT
18 8
18.5 WLBT
18.1 WLBT
14.4 WLBT
5 Feather Your Nest
Mickey Mouse Club
7 NBC Matinee Theatre
8 It Could Be You
9 Today
12.8 WLBT
10.4
10 Art Linkletter
* These are highest-rated
quarter
hours.
TOP 10 FILM SHOWS
1 "The Little Rascals 33.9 WLBT
2 Hooney Tunes 30 5 WLBT
3 Annie Oakley 28.7 WLBT
4 Grand Ole Opry 28.6 WLBT
5 My Little Margie _ 28.1 WLBT
6 Highway Patrol 27.7 WLBT
7 Celebrity Playhouse 26.5
8 I Led Three Lives 26.0
9 Badge 714 . 25.4 WLBT
10 Dr. Hudson's Journal.. 24.2 WLBT
* M-F shows, cumulative rating given
Audience
+
Point-of-Sales
Merchandising
in A&P, Jitney
Jungle food stores
PROMOTION
||0
PLUS!
•JLJ «L Q Maximum
for details call:
Geo. P. Hollingbery
KING'S WINES
(Continued from page 3't i
phrase taken from the opening line.
"' \li there you are." caught on with
\\ PEN listeners and was soon being
heard all around town.) "Once with
the Prince standing beside me, I won
many francs at the gaming tables of
Monaco. Later we each toasted our
triumphs with the finest nine at the
hotel. But, in your country, I found a
nine so deliciously different it makes
me completely forget that nine. It's
King's Burgundy . . . a simply mar-
velous new taste thrill that you must
try. I truly fine nine for the young
in heart . . . for you. Enjoy exciting
King's Burgundy today."
Then tnie (if \\ PEN's personalities
adds :
"Friends . . . there is no substitute
for your own experience." In a feu
words lie reiterates what The French-
man ha- -aid and points out that
Kiiii: s is onl) ninet) (cuts a full quart.
Ihe Frenchman returns for the wind-
up: " Isk for and enjoy Kind's excit-
ing Burgundy . . . or kind's Sweet
Sauterne if you prefer a white nine . . .
Only 900 a full quart at all Stale
Stores. In n-i on ."
The choice of Ihe Frenchman as
spokesman fur King's jibed with an-
other point in the Roper report that
the French ranked second only to Ital-
ians a- the nationality most often asso-
i iated with wine. While this nun tend
to make consumers less conscious of
wine as an American stand-b) "Wine's
foreign connotations ma\ well have
had something to do with establishing
its propriety and gracious-way-of-liv-
ing connotations.
\\ Idle taste and price were played up
foi the benefit of women listeners, the
short anecdotes, each of an adventur-
ous or romantic tone, were also gauged
to appeal to the men in the audience.
Besides Monaco, Ihe Frenchman has
reminisced about well known places
such as North \frica, Paris and the
Swiss \l|i~.
Each adventure ends with a relax-
ing glass of wine that had seemed the
Lest he'd e\er had until his first sip of
King's. To conclude a romantic ad-
\enlure with a glass of wine seems
natural so that the transition from
anecdote to commercial does not leave
the listener leeling as though he has
been unsuspectingl) baited into a spon?
sor's trap. It is especially natural
when told bv The Frenchman who
seems the Logical person to be talking
appreciatively about wine.
The impression made h\ Tin-
Frenchman on \\ PEN listeners, while
being dramatically emphasized in sales
results was further dramatized 1>\ a
Pulse Survej made approximately one
to two weeks after The Frenchman's
announcements had been terminated
this Spring. Judging b\ the survey,
The Frenchman was well remembered.
The sampling, consisting of 1,000
adults evenl) divided as to sex, was
taken from the regular radio surve)
made by Pulse. "Better than one in
four persons," said the survey, "re-
member having heard " I he r rem h-
man.'
It continued. "'Two out of three per-
sons who heard The Frenchman re-
membered that be was on \\ PEN. This
result is looked upon as being high in
view of the fact thai these announce-
ments were not in the form of a regu-
lar sponsored program. These re-
spondents, no doubt, listen to the sev-
eral stations and yet thej report cor-
rectly that The Frenchman was heard
on WPEN."
In spite of promotion 1>\ the wine
industry to create summer -ale- l>\ the
f. ><»u- stutions on air*
CITY & STATE
AGANA, GUAM
KNOXVILLE, TENN.
REDDING, CAL.
CALL
LETTERS
CHANNEL
NO.
ON AIR
DATE
ERP (kw)'
Visual
Antenna
(«)"•
NET
AFFILIATION
STNS
ON AIR
KUAM-TV
WBIR-TV
KVIP
8
10
12 July
6 Aug.
1 Aug.
1
50
27.2
137
704'
271
NBC
CBS
NBC
WATE
WTVK
SETS IN
MARKET*
1 000 1
200,000
PERMITEE. MANAGER. RE"
Harry M. Engel. president
John Hart, president & gen mgr
George C Flahtrty. ures. A gin
Iff. JVeic applications
OITY 4 STATE
CHANNEL
NO
OATE
FILED
ERP (kw)'
Visual
Antenna
(ft)*"
ESTIMATED
COST
ESTIMATED
1ST YEAR
OP. EXPENSE
TV STATIONS
IN MARKET
APPLICANT. AM AFFILIATI
PORT HURON, MICH
RENO, NEV.
WILMINGTON, N. C
34
4
28 July
4 Aug.
28 July
22.9
6.8
6.1
32.5
2904
220
$80,285
$77,215
$45,000
$100,000
Stevcns-Wismer Bcstg. Co.
Silver State Telecast, ri
KZTV
KAKJ
WMFD-TV United Bcstg. Co
RflX
SPORE
DUA
U. S. stations on air
ovunL
258
Markets covered
•Both new c.p.'s and nations going on the air listed here are those irhlrh occurred
28 Juls ami I AukusI or on which Information could be obtained in thai period
are considered to lie on ihe air when commercial operation starts ••Effective radiated
Aural power usually Is one-halt the visual power. •••Antenna height above average terralJ
above groundl. tlnrormatlon on the number of seta In markets where not designated a- 1
from N*BC Research, consists of estimates from the stations or reps and must be deemed »■
mate. {Data from NBC Research and Planning. NFA: No figures available at prj
on sets In market. iCommunlty would support proposed lower-power station at least three I
or until such time as it becomes self-sustaining. Presently off air, but still reUlnsJ
•Nnn commercial 'Above ground.
::!
SPONSOR
2i) \i (.t si L956
2 heads are better than 1
ESPECIALLY when they're
WATCHING YOUR COMMERCIALS!
And in the Portland/ Oregon Market
KOIN -TV delivers
OVER TWICE THE AUDIENCE
of any other station!
TOP RATINGS
• 55% Share-of-Audiencc in
Metropolitan Portland.
• 84"() More Audience than
Station B.
• 151% More Audience than
Station C.
• 86% Preference at 45-Mile
Radius.
Sources: June 1956 Portland ARB
1956 Salem ARB
HIGHEST
TOWER
MAXIMUM
POWER
EXCLUSIVE COVERAGE of the Full Portland/ Oregon Market
• 317,700 Television Families of 30 Oregon and Washington Counties
with
• $2,694,644,000 in Total Effective Buying Income who spent
• 51,978,434,000 in Retail Sales during 1955 are
• YOURS ONLY WITH KOIN-TV.
Source: May 10, 1956, Sales Management
"Survey of Buying Power" f
KOIN-TV
Channel 6 — Portland, Oregon
THE BIG
MR. SIX
IN THE WEST
Represented Nationally by CBS Television Spot Sales
SPONSOR
20 u«,i st L956
;;:,
exploitation ol wine-coolers and simi-
lar hot weather drinks Kasser Distillers
concluded their ad campaign on the
daj before Easter. The Frenchman has
said an revoir for the summer but, re-
ports W I'l M's Rosner, "he'll definitel)
be hack conic September." * * *
WOODED NOOK
(Continued from page 35)
future, In get perspective for the years
ahead and to establish policies of a
broad nature, the) also come to realize
that the cafeteria or the conference
room is not the right place."
The right place and wli.it the Asso-
ciation always tries to arrange for — is
a site where it is psychologicall) — if
not physically — impossible for day-to-
da\ details to occup) their minds.
It is Odiorne's theorj that the idea
id getting oul of the office for think-
sessions got its big start 25 years ago
whin the American Bankers Associa-
tion embarked on an executive devel-
opment program. Since a great deal ol
experimental thinking would he called
for. it war suggested that getting close
to an academic setting might prove a
stimulant. This led to the considera-
tion of numerous hotels in [vy-league
universit) towns. Hut what the Bank-
ers Association hnallv rented v\a~
I etter-than-hoped for — as academic as
the) could get — hall and rooms righl
on Rutgers I niversit) campus.
Actually, the wooded i k meeting
i- as old as the game of golf. For ex-
ample those main business deals and
management decisions evolved on the
links of the Ziv organization on the
West coast. \i one time, Maurice I n-
ger, v.p. in charge of production at
Y.'w Studios, was hiring an executive
for that firm. At the conclusion of the
interview. I nger asked him, "By the
wav. what's your handicap?'" Answer
and interview satisfactory, the gentle-
man was hired.
( )l course, there will always he those
who can't break 120 and must stay be-
hind. Case in point is a down-in-the-
mouth agencv man whom a \oung ladv
met at a reception room door.
Outward-hound. the adman re-
marked: "It seems that most business
is either conducted at the golf course
or a bar.
As he turned toward the nearest
pub. she replied, "And I see you don't
play golf."
This incident stands in direct con-
trast to the policy of IBM. Interna-
tional Business Machine encourages
it~ executives t0 learn the game and to
plav it — on three company-owned golf
courses — near Sands Point. F.lmira and
Poughkeepsie, N. Y.
Then, there was the idea originated
on an off-beat dav by an advertising
agency president who shall go name-
less. He had suggested a meeting, to
be attended bv Richard Olmsted, vice
president and chief engineer of Olm-
sted Sound Studios. In Olmsted's opin-
ion any wooded nook get-together
without golf balls would be like "blue-
berries without cream" to the adver-
tising fraternity. So what was orig-
inallv planned as a picnic turned into
a golf dav .
Then the real problem arose. Since
the advertising brethren were from
widely scattered areas — exurbanites all
— each thought that the golf outing
should be held in his own count v. For
one thunderous moment, the Fairfield
County set challenged the Bucks Coun-
ty group to a duel with fire-proofed
logs i supplied bv B. Altman), while
the Rockland County group armed it-
self with croquet mallets (slipped in bv
Abercrombie and Fitch).
TV in Fresno --the big
inland California market-- means
• Best local programs
• Basic NBC-TV affiliate
Paul H. Roymer Co.
National
Representative
8l
SIMIXMIH
20 \t (.i sr 1()56
full
power
ON THE AIR
NOW
FACT NO. 1
Highest Television
Antenna in the U.S.A.
10,876' Above Sea Level
4,270' Above Average Terrain
C H A N N E L 7
FACT NO. ;
Record Breaking Coverage
Providing thousands
of New and Bonus
Television Homes
ABC Network
122 Tulane, S. E.
Phone 5-8716
TWX AQ-187
~
FACT NO. 2
Maximum Legal Power
Over 300%
Greater Than Any
Competitor
"CERTIFIED"
MEASURED COVERAGE
MAP AVAILABLE
ALBUQUERQUE, NEW MEXICO
At the finale of the fracas, it was de-
cided to hold the golf outing, Olmsted
says, "in an indeterminate count)
sometimes known as Westchester.
\- popular as golf course meetings
ma) be, the) are admittedl) setti
for relativel) short discussions. Weath-
er conditions and the human endur-
ance factor dictate this. For spur-of-
the-moment talks, nevertheless, the
fairwa) and green remain as much a
part of the American conference scene
as smoke-filled room-.
But who want- to remain in smoke-
filled rooms? Certainl) not the execu-
tive who likes the wide open spaces l>\
da) and the shelter of a comfortable
lodge in the e\ ening.
The privately-owned lodge offers the
seclusion necessar) for meditation and
the outdoor facilities conducive to re-
laxation. \i/. swimming, fishing, sun-
ning, card-pla) ing.
Bo/ell and Jacobs' Henry Obermeyer
i- vice president in charge of advertis-
ing 362 days of the year. For the
othei three or lour days, he becomes
h.id ,,f a B&.l part) leading up to his
own cabin in Little Village on ihe
-I is of I .ake < Ihamplain.
Two \ears ago. Obermeyer says,
the business-and-pleasure journey was
quite unique. We informed our 12
branch offices that we'd short!) be
going to the cabin to discuss the adver-
tising and packaging problems of our
24 Bo/.ell and Jacobs I I accounts.
'"When we arrived at the cabin, we
found that these < ompanies had sup-
plied enough food to keep u- there for
a lew week- lather than the scheduled
a unt of time."
Obermeyer feels that a great deal of
business can be accomplished on such
short "vacations"--and that an in-
creasing number of agencies are dis-
covering it each year. "If stand- to
reason, he says, ""that when you gel
awa\ Ironi the tensions of the office as
we do, you're in a more relaxed frame
of mind to discuss business. Although
we do spend time fishing, swimming
and playing cards at Little \ illage. we
come up with a good mam business
theories — theories later put to work
successfully. Management problems,
too. are solved in these few da\s.
I le stales thai the agenc) exe< uli\ es
tr\ to get to the cabin each year; but
the summer meeting has occasionally
been cam died due to weather or work
conditions. "For a while after we net
back, we seem to face things in a less
tense manner."
Allied to this t\pe of thinking ses-
sion is the Florida estate trip. Peter
Fan Presidenl Henrj Plehn is an ex-
ample. Plehn often rounds up bis em-
ployees, salesmen, admen, friends in
varying quantities. To these he adds
plane facilities. Mixing all together to
taste, he pours them into cabanas,
-wimming pool, guest houses and other
areas on his Miami Beach estate. After
baking in 70- to 80-degree sun. he
sprinkles with business deal-.
Double recipe-, too, can be blended.
Into this category falls Lou Maxon,
president of Maxon. Inc., which head-
quarters in Detroit. Maxon has one
estate in Michigan and another in Flo-
rida. Both properties are available for
staff meetings of the agenc) as well as
for client confabs. The Michigan man-
sion is located on about 2.(>0(i acres of
lakefront and is equipped with cabins.
It is the privileged few w ho can ha\c
entire islands to themselves f(>r holiday
meetings. Not onl) has the Aerotec
Corporation of Greenwich, Conn., pur-
chased an island for executive confer-
ences: but the company has also desig-
nated it for use 1>\ employees and their
m $a wturfi UuA, lux? ikrty
that ioleaX^i a UgJUhx^ manJzet?
rr
Toledo's the home of Auto-Lite, the
world's largest independent manufac-
turer of automotive electrical equipment.
This industry is another reason why
Toledo is listed among the leaders in 11
of the 19 industrial classifications.
You can saturate this billion dollar, 23
county market only with WSPD-TV's
maximum, 316,000 watt power.
Better investigate Toledo . . . call Katz!
STORER STATION
WSPD
TOLEDO,
OHIO
-I'clXsdl!
20 AUGUST 1 956
SPONSOR
20 \k;i st L956
89
families. The island, Great Captain's
Island, was purchased recentl) and is
located olf Greenwich. It numbers
among its assets sand) beaches, swim-
ming areas, shad) trees and a 127-
year-old U.S. Coasl Guard lighthouse.
In speaking <>f their w led i k
meetings, most admen have said that
seclusion is the major element, con-
tributing to an easy-going atmosphere.
\l lodges, cabins and the like, execu-
tives can set their own pace.
Perhaps this is win resorts such as
tin- Sk) top Club in the Poconos, Pa.,
those al Lake Placid, Y ^ .. the < Jreen-
briar in Wesl Virginia and the Home-
stead in \ irginia, emphasize the
"away-from-it-all" aspect of their faeil-
ities. Resort hotels of this type fre-
quentl) bave guest cottages or separate
units ol apartments on the grounds,
and here a small group of business
heads ma\ have the privac) the\ want.
Robert F. Warner, president oi Roh-
ert F. Warner, Inc.', New ^ ork, adds,
"Sales incentive plans ha\e been an-
other stimulus for resort business
which we've noticed. In addition, our
hotels and resort- throughout the coun-
ti\ have been giving convention rates
and encouraging meetings, particu-
larl) between seasons. Generally, con-
\
\
cue ^\M§ce ■■■■■;
We're proud as Roger 'Williams . . .
crowing like a Rhode Island Red. becausi
now we are two. And you, you're "right
on cue" whether it's in Akron. Ohio or
Providence, Rhode Island. You're right with
our music and our news. You're right with
our solid policy of local programming, local
service and warm interest in each
community — Tiretown, U. S. A., and rich,
little Rhody's capitol city.
Wcue
Wice
1150 ^- ^
ON YOUR RADIO *"^
AKRON, OHIO
NATIONAL REP-JOHNEPEARSONCO.
■ TIM ELLIOT, PRESIDENTH^
1290 ON YOUR RADIO
PROVIDENCE, RHODE ISLAND
NATIONAL REP. -
JOHN E. PEARSON CO
/
■Subie
FCC app
ct to
roval
vention rates run one to two dollars
per person below the usual rates."
Often called guaranteed rates, they
work as follows: Should rooms run
between, let us -a\. S](, and $20 per
day, a rate per person of .$17 might
I"' guaranteed.
Travel agencies and resort repre-
sentatives observe a sharp upsweep of
executive meeting- in Bermuda. Mex-
ico, Cuba and the Caribbean. Here
again, off-season promotion has been
employed — and it's been found that
those who have (omened in summer
months often return for meetings in
other seasons. \s one travel repre-
sentative explained it :
"Although rate reductions might
have prompted the initial visits to these
areas, it s been the secluded, tropical —
and less commercial — aspects that have
induced executives to return for their
conferences."
A popular variation on the wooded
nook meeting is the session afloat. In
the view of many, nothing quite di-
vorces one from the workadav world
like sailing out of sight of land.
James Sparkman. partner in the
yacht brokerage and naval architec-
tural firm of Sparkman and Stevens.
New York, gives cost data to those who
care to charter craft. For the smaller
get-together, Sparkman relates, "a
yacht of 38 to 42 feet may be char-
tered for a day out of Montauk, Long
Island. Cost for its use, plus a cap-
tain, amounts to about $75-$100.
"An average yacht of 50 feet with a
i icw of one or two totals 81.000 per
v. eek. And for longer and larger char-
tering, an 80- to 90-foot yacht with a
four to five man crew i- approximate-
ly $8,000 per month."
Sparkman quotes these rates as the\
apply to basins in Long Island Sound,
during the season. They are equivalent
to Florida rates in season. The fishing
season in New York begins at the end
of June and lasts until shortl) after
Labor Day. In Florida, it commences
Januar) 15th and concludes the lii-t
-l May.
Chartering steamers l"i sales meet-
ing- and demonstrations i- practicable
foi larger groups. Ml, in Clark, pier
manager and chartei operator of Cir-
cle Line i which arrange- lor char-
tered excursions around Manhattan Is-
land), tells thai "firms such as ( reneral
I bit tie have held sales displays
aboard the Line- boats. \nd the Ed
Sullivan compan) chartered a boat for
last year's program birthda) party."
DO
SI'ONSOH
2t) \t i.i st L956
out h we st
FLETCH: "Now, boys, y'all know that the April-June Hooperat-
ings show that we have more listeners on my station than
any other Fort Worth radio station."
TOM TOM: "Ugh!"
DEACON: "Sure, we've been listening to you brag about that
ever since the last Hooper came out . . . but you ought'a take
a reading on the listeners on KWBD in Brownwood. And,
remember, these people have nothing but money to spend
on merchandise that we advertise."
TOM TOM: "Ugh!"
TEX- "You guys are finally getting up in the same league our
station's been in all along. WACO has been the most
popular station around these here parts since radio began."
TOM TOM: "Ugh!"
MOAK: "You tell'em Tex . . . Me and you have been down here
in Central Texas for so long ... I reckon we know more
success stories than any other two people in the business."
TOM TOM: "Ugh!"
JAKE: "Y'all are forgetting one of the most important things.
Think how much easier it is for us to get the retailers to go
along on merchandising support for us. That's particularly
important way out here in West Texas where there's so much
oil money . . . This cooperation shore pays off."
TOM TOM: "Ugh!"
"Ugh!" . . . that's Oklahoman for "US, TOO."
BROWNWOOD
1380 KC
1000 WATTS
"DEACON" MAYES
CO
Q
LU
z
LU
oo
LU
CK
WACO
a
in
WACO
1460 KC
1000 WATTS
a
tations
a
o
z
UJ
>
<
<
►-
Z
UJ
Z
z
o
u
KNOW
"TEX"GLASGOW
AUSTIN
1490 KC
250 WATTS
^2?
^
KSNY
SNYDER
1450 KC
250 WATTS
"MOAK" COOK
"fr-
"JAKE" HUGHES
Sold in combination with KGKO, Dallas
Cost of chartering a L80-foo1 boal
with a 20-foot beam for four hours
aftei 6:00 p.m. amounts to $ t50 plus
In' , transportation tax. Mthough
there are snack bar facilities, parties
usuall) arc catered. 179 people can be
a< i ommodated on these excursions, but
(Mark indicates that for organizational
gatherings where comfort is a m
-ii\. "we generall) suggest that the
number be limited to about 300 per-
sons.
Natural!) meetings on open water
are an excellent excuse for some fish-
ing, and vice versa. Manx an adman
has returned with a good catch after
a conference aboard Hal Roach's
yacht. Dan Gerber. president of Ger-
ber Products, each year takes his ex-
ecutive committee by plane to Canada
where they fish for trout and salmon
— and idea-.
\nd \\ alter Guild, of I ruild, Bas-
c(iiii \ Bonfigli, was approached not
loo long ago b\ a potential client at
the start of the fishing season. Said
the client to Guild. "I'd like to get to-
gether with you for a business talk."'
Nothing Else Like II In Louisville!
Tf
DIAL 970
JJ
WAVE'S
MONITOR FORMAT!
ROAD SHOW
(3:30-6:30 p.m.)
Road Show is DIAL 970\ late-
i ftcrnoon program, aimed especially
at i Ik- thousands of commuters and
workers driving home, Kill Gladden
i» at the wheel — breezy, relaxed,
informal.
Road Show features five news-
casts, two sports roundups and a
stock-market summary. Interspersed
through it all is popular music
that's especially selected for high
fidelity so that it may he heard
clearly, even in heavy traffic.
Homl Show also reports on
weather, time, traffic conditions,
etc. 1 1 ■ ii» helping motorists get
I relaxed and informed.
DIAL 970-
WAVE'S DYNAMIC NEW RADIO SERVICE
FOR A DYNAMIC NEW LOUISVILLE!
WAVE
5000 WATTS • NBC AFFILIATE
| NIK I SIM >l S MI'S
cluiivc National Rcprctcnutivci
Ofher Coordinated DIAL 970
Programs Complementing
MONITOR
WAKE UP WITH WAVE Brings
I ouisvillians all they need in know to
starl i lie day. News every hall hour.
Time, weather, traffic, farm and
School news.
CAROUSEL Full anil fa. t- fur busj
I ,ouis\ ill' homemakers. Club news,
intervii ws, book reviews and music.
night beat The pulse of I ouisville
.il iii dark. Direct local new s. I Hrei I
In. .il -|Mii ts round up. Music and woi Id
news. I luiiian inti i i-i features.
Guild replied. **0ka\ . But not dur-
ing the trout season."
"Say, that's great."' the client coun-
tered, "I'm a fisherman myself."
So oil thej went together.
Manx executives are using the
wooded nook to spark employee mo-
rale. In the process, the) have been
taking part in program- which fall
into the realm of employee recreation.
"This is a field — a complete one in
itself — about which books have been
written." sa\s Larrj Benjamin, presi-
dent of the Industrial Recreation As-
sociation of New i oik.
Nevertheless, management represen-
tatives attend emploxee picnic- and
outings.
■"\\ e find management attending and
deriving much from our Club's annual
picnic, banquet and jamboree." says
"To meet the demands of a mature
America, we must deal with the world
as it is, in a mature way. While I un-
derstand the motives of sincere critic- of
adult entertainment on radio and tele-
vision, 1 cannot helieve that these great
media must gear themselves downward
so that we only hear and see what might
he fitting for a six- to eight-year-old
child to hear and see."
ROBERT K1NTNER
President,
ABC
Walter Nichols, president of the em-
ployee-run Jerse) Standard Club of
Standard Oil Co. (N. J.).
Similarly. Roderick Cowles, assis-
tant director of R. E. Squibb Co.'s
Quality Control Division. New Bruns-
wick. N. J., notes that executives as
well as employees make use of a plant-
side picnic area. Though a man-made
wooded nook, it is an area a\\a\ from
the office where thought- ma) be gath-
ered for perspective.
Travel agents, resort and hotel rep-
resentatives, film people advertising
agenc\ executives, boat lines, yachl
clubs have all indicated thai the
wooded nook meeting is becoming
prevalenl in the business scheme of
things and i- no longei a matter to be
considered sub rosa.
We asked one young woman, secre-
I a i \ to an ad agenc\ exec, whether
the "bosses" had ever met to confer
in resorts, on fishing hips and the like.
She indignant!) replied: "Oh, no!
I he) don't do an) thing like that.
From what we've learned, this is the
exception to the trend
• • *
SPONSOR
20 \l (.1 ST 1956
SPONSOR ASKS
(Continued from page 79)
Englander mattress compan) grew tre-
mendouslv on sponsorship of the 1 1 :00
p.m. news on television. That doesn't
mean ii wouldn't have done well at
other times of the dav : but the combi-
nation of audience receptiveness to the
product and reduced time cost made
for the greatest possible success.
The phrase. "audience-receptive-
ness.'" mentioned above is probabl) the
ke\ to the whole problem. There is no
doubt that the average late nighter is
pretty tired. He's prohahK had an
evening full ol commercial messages
and is now somewhat dulled to addi-
tional demands on his attention.
'I he tired late nighter should not be
subjected to jarring, bombastic com-
mercials. He's probably sacrificing
ffijusl io nu-ei the President's $500 bil-
lion production goal by 1965 will re-
quire an expansion of over 50r< in sales
to consumers — an almost revolutionary
change in living standards and concepts
of the mass of our population."
ARNO II. JOHNSON
I .p. & Director of Research.
J. 11 alter Thompson Agency
• •••••••
sleep because he wants to he enter-
tained. The commercial should have
A-R, too — or you'll lose him to slum-
ber, the refrigerator or elsewhere.
Even if your product doesn't have
natural A-R like mattresses or sleeping
pills, try to give them as much audi-
ence receptiveness as possible through
your commercials. For example, some
time ago. our agency was talking to
live Florida Citrus people, the question
being how to increase consumption of
Florida citrus fruit. I remembered that
back in m\ vouth someone had told me
the eating of an orange at night would
help promote restful sleep. Therefore,
if it had validity, an intensive late
night radio-tv campaign would be a
natural to promote the consumption of
oranges at a time when one normal!)
wouldn't think of eating one. This
would be a prime example of giving a
product late night audience receptive-
lies,.
So — at the risk of sounding like the
"yes and then again, no" politician,
I'd sav that late night buying is
dangerous if bought with the indis-
criminate dropping in of products and
commercials. Tailor both to the hour
and there should be no worry about its
working effectively. -k -k -k
REPS TODAY
i Continued from page 39 I
► Packaged goods: \ major adver-
tiser producing a fast-turnovei package
goods item asked for an evaluation of
davtime television rate trends over a
five-year period, with a back-file of the
Katz spot "cost estimators."
&■ Early-morning radio: One agency.
before making a morning radio recom-
mendation to an account, solicited in-
lo! million detailing rating service to li-
niques. On the basis of this data, the
nc) ev aluated the potential o early-
morning radio.
► Instant coffee: kat/' advice on
maximum discounts and package buy-
ing plans, .i- well as a market-by-mar-
kei analysis foi 52 majoi markets,
i in\ in. ed an Instant < offee manufai
hirer he should launch an intensive tv
drive.
► Touchy treatment: \n advertise)
w iih a touch) cop) problem wanted to
test reaction in the field to his visual-
ization of a particular theme. Katz
{Please turn to page 96)
SPONSOR
20 august 1956
93.
289 Pages 682 Pages 889 Pages 951 Pages 1254 Pages 1357 Pages 1608 Pages 1826 i.
NINE
CONSECUTIVE
YEARS
OF SALES
GAINS
Through its first nine years SPONSOR (which celebrates its tenth
birthday in November 1956) has 1, stuck everlastingly to the job of
providing a use service for national advertisers and agencies; 2, crusaded
for worthwhile industry improvements; 3, established new sales records
each year. It has frequently been called the most
successful new trade magazine of this decade.
10th Year of Usefulness to TV and Radio Advertisers
REPS TODAY
i Continued from pagt
referred the commercial to its field
representatives to get a cross-section
opinion. The advertiser, on the basis
of these reactions, adopted a new and
delicate cop) approach.
► Test market: \n agenc) asked
for comprehensive comparative data
on two markets, Rochester and San
I liego, w ith the idea ol selei ting :
as a radio-tv test <it\ for a new prod-
uct. Kat/ Agencj provided the infor-
mation and added a recommendation
that Syracuse also be considered be-
• .ui-i' "it had all the factors required
lor a solid test ol the product."
► Hard-water areas: \n agenc) Inn-
er, preparing to launch an introductory
campaign for a new hard-water soap,
asked ho market data on eight hard-
watei markets.
Fa i- and figures ol' this kind pro-
vided to advertisers and agencies are
.in outgi ou th of (lie sales development
0] i ration at the Katz Vgency. The ini-
tial objective of -air- development, of
course, i- to stimulate time sales for
radio and tele\ ision station- Hut this
Set Your Sales
To Music — -
with WGN-TV's
"B a n d s t a n d M a tine e"
Featuring music, songs, dancing and guest stars, this
popular program is aired on WGN-TV in
Chicago .Mnnil.i\ thru Friday from 4:00-5:30 P.M.
Important to you is the fact that the rating
services are unanimous in their appraisal of
B WIK I \\|) MATINEE. For the first four months
of 1956, the show had an average quarter hour rating
(30 quarter hours a week) of 4.7% in ARB, 6.7$ ,n
I pulse, and 4.5% in Nielsen.
It's a top adult participation program available at
W < IN-TV's low daytime rates.
telecasting \\ ith
»/ t\nu w pon in
I rom I he
highest row i-.n
WGN-TV
Chicago Q
first objective now has a parallel one:
to service advertisers and their agen-
cies with information which will make
their marketing plans and advertising
objectn es more effective.
M. J. Beck, \ice president and treas-
urer of the station representative firm,
explains the rep's expanding role in
this \\a\ :
"The service departments and func-
tions ol I he katz Agenc) are based on
the simple principle that the more
specific information an advertising
agency has. the better job it can do
for its clients in the purchase of broad-
cast time.
"By equipping our own sales per-
sonnel with each and evei \ bit of perti-
nent data and by providing highly spe-
cialized material whenever it is re-
quire:!, we can spend a maximum
amount of time 'on the street' handling
the job of station representation more
effectivelj .
"T tilizing the information that we
gather, the agenev can make an intelli-
gent and selective media buy. The
sponsor can nunc his merchandise with
maximum impact in the market. And
we. in turn, can produce more volume
for the media and the stations that we
represent.
The Kat/ \gencj is well equipped to
sendee its own sales personnel and
agencies and advertisers as it main-
tains a non-selling service force of T'>
persons. These "inside" salesmen,
working for more station and product
sales inside the shop rather than on
the street, complement the "outside"
men who contact buyers.
The Kat/ organization is headed by
G. R. Katz. board chairman, and Eu-
gene Kat/. president. Their executive
staffers who coordinate the inside and
the outside activities are Scott Dona-
hue, manager of t\ -ales: M. S. Kell-
ner. manager of radio sales, and Dan-
iel II. Denenholz. director of the sales
data department, and l.dward ('odel.
director in charge of liaison for sales.
Where does Katz — and the rep gen-
erall) get this sales data?
From its own researchers, tabulators,
market specialists, writers. And from
outside it- own shop — in libraries,
from the government, from industry,
from the trade press. Another major
source is its held stall, the management
and sales personnel spotted from coast
i a-l.
I hese are the people who know the
96
SI'OXSOK
20 \i ..i si L956
L
IVY COVERED WALLS
■v
r
Ivy covers the walls of some 30 colleges and universities in the Prosperous
Piedmont Section of North Carolina and Virginia . . . home of WFMY-TV. Major
institutions of higher learning such as the University of North Carolina, Duke
University, Wake Forest College, and Woman's College of the University of North
Carolina, make the Piedmont one of the educational centers of the world.
Education, industry and agriculture team up to make this 50-county area
one of the top TV markets in the nation . . . $2.5 billion worth. And WFMY-TV —
with full 100,000 watts power on Channel 2 has been the dominant selling
medium here since 1949. With unduplicated CBS coverage, WFMY-TV gives you
sales power unequalled by any station or group of stations in the area.
To "educate" your sales and profits in the Prosperous Piedmont, call your
H-R-P man today.
Morlmsv.lle, Va
Donv.lle. Vo
Rcidsvtlle
Greensboro
Winston Salem
Salisbury
Chapel H,ll
Durham
High Point
Pinehursl
Sonford
Fori Bragg
WFMY-TV. . . Pied Piper of the Piedmont
"first with live TV in the Carolines"
tufmy-tv
GREENSBORO, N. C.
Represented by
Harrington, Righter & Parsons, Inc.
New York Chicago San Francisco Atlanta
"Since 1949'
SPONSOR
20 \u, i st 1950
''7
characteristics of the local markets,
and what differentiates them. They
work with the headquarters operation
in supplying the following types of in-
formation.
1. Data from jobbers, wholesalers,
distributors and dealers on such things
as what thej think of a particular cam-
paign, how competitive lines are sell-
ing, -what the "temper" of the market
i-. what trends are.
2 Opinions and reactions of the
advertiser's own divisional executives
and its field salesmen, with reports on
what these local people need in the way
of advertising backing.
3. Product checks in food and drug
outlets, particularly, and in other retail
outlets as well, as to stock condition
and trends in movement off the shelves.
What does all this fact finding add
up to?
For the advertiser and the agency,
it means availability of basic market
data which enables the buyer to exploit
the local sales potential more fully, to
use local advertising more effectively
end advertise with impact. * * *
CAMPBELL
{Continued from page 32)
It was about $360,000. at the rate of
86,900 weekh for a five-a-week half-
hour music show with Andy Sanella
and his orchestra. Of this sum, $4..i(lll
was for talent !
In reviewing the past, however.
Budd says "the onlj merit of such a
long look back is its contribution to
the future."
These contributions to Campbell-
future are in the form of radio and tv
"values which have rubbed off." those
11 advertising precepts which are a
reprise of what has gone before and
which are the base for reappraisal of
what will come after.
Here are the "lessons learned from
radio and television, as defined 1>\
Budd:
1. A clean-cut understanding of
the product and its market is impera-
tive in the proper selection of program
and time.
"The advertiser must clearlv define
his product, its market and his basic
advertising objective. What mav be
right for us mav be verv wrong for
somebody else." says Budd.
His definition of the Campbell
product:
"Our items are low in cost. They
can be used with great frequency. \nd
the food industry has the never-ending
help of a gnat allv — an ally which
creates a renewed demand for its prod-
ucts every five or six hours. This allv
is hunger.
"The distribution of our products
is nationwide, and our unit price
makes our foods available to all
income levels.
I hese characteristics arc equally as
applicable to the Campbell Soup Co.
of 1931 as to the giant food producer
of 1956. Today, however, the product
base has been broadened.
There are 21 heat-processed soup-.
for which advertising is directed l>v
BBDO, New York. The majoritv of
Campbell's sales revenue comes from
this division. These soups, therefore,
get most of the advertising emphasis.
Tomato continues to lead the line. \ car
in and vear out. but chicken noodle,
vegetable, vegetable beef and bouillon
are in the company's "top 10." Frozen
soups, a higher-priced commodity and
a recent marketing innovation, are
handled through Leo Burnett agencv
in Chicago. Burnett also directs all
advertising for new products, all ad-
98
SPONSOR
20 august 1956
In San Francisco . . .They Are Watching Channel 4
SAN FRANCISCO CHRONICLE . NBC AFFILIATE • PETERS, GRIFFIN & WOODWARD
SPONSOR • 20 AUGUST 1956
99
7 DAYS A WEEK
from SIGN ON to
SIGN OFF
KSYD TV
IN WICHITA FALLS,
TEXAS
DOMINATES THE MARKET
10 out of the top 15 shows*
7 out of the top 10 shows*
Numbers 1 , 2, 3 and 4 shows*
173 top rated quarter hours
All On
KSYD TV
CHANNEL C©
CBS TELEVISION • 100,000 watts
Syd Grayson: Gen. Mgr. Hoag Blair: Nat. Rep.
vertising aimed at children as well as
Campbell s loniato juice and ketchup.
Franco-American products (spaghet-
ti, macaroni, gravy, meat sauce) are
advertised through Ogilvy, Benson \
Mai her. New York. Campbell's pork
and beans and V-8 juke are serviced
li\ Needham, Louis \ Brorby, Chicago.
The agene\ for the Campbell Kid- i-
Grey, New York, and all export adver-
tising is directed by Robert Otto & Co.,
New York.
The intricate slotting ol cowcatchers,
hitchhikes and main commercials is
coordinated in Hndd's Camden, N. I.
office. Campbell's newest product line
is that of C. A. Swanson & Sons,
Omaha, which became a division of
the soup companj about a year ago.
The line includes Tv Dinners, frozen
pot pies, chicken and poultry prod-
ucts and margarine. Campbell -
seventh agency, Tatham-Laird, Chicago,
handles this portion of the account.
2. The advertiser must know ex-
actly what his primary objective is in
the use uf broadcasting.
Budd expains Campbell's over-all
advertising goals:
"Our basic object i\e has always
been the endless building of a con-
sumer franchise.
"We want to increase over-all soup
consumption, particularly, and we
want to broaden the base of soup eat-
ing. We want to find more ways and
times in which people can eat soup.
This is why we've gone a long wa\
since our first radio venture in 1931,
when we recommended that listeners
'Start your da\ with music, and start
your meals with sou]).
"However, we've been selling for
man) years a much broader concept
of soup b\ urging it as a wholesome
main dish for lunch. And we have
recent I \ begun an effort to get it used
at another meal of the da\ b\ Miggest-
ins soup for breakfast.
Gimmicks arc also broadening this
soup consumption base.
\boul a \ eat ago. a 1?BI)( * promo-
tion man dreamed up "soup on the
rocks," in which the beef bouillon is
served over ice cubes in an old
fashioned glass. Budd doesn't expect
ii to take- the place "I bourbon, how-
ever.
"( tin 'soup "ii the i ocks' promotion
isn'l going to sell freighl carload after
freight carload of soup. \ll we want it
100
SPONSOR
20 AUCUST 1956
WCCO television averages
97% more viewers per
quarter-hour, day and night than
any other Minneapolis-St. Paul
television station*
*WCCO television is within 1.4% of reaching a total
audience larger than all three competing Twin City
television stations combined. Source: N S I June, 1956.
Total audience: 8 a.m. - midnight, seven days a week.
CBS Television for the Northwest
WCCO television.
MINNEAPOLIS - ST. PAUL
Represented by Peters, Griffin & Woodward
SPONSOR • 20 \( GUST L956
L01
to do is inject another angle to the
adaptability of soup to main occasions.
It helps us get more excitement into
soups.
BB1K) has about 75 such gimmicks,
including "soupmates," in which two
01 more Campbell's soups are mixed
for a taste variety, use of the soup as
a gravy base, "soupburgers," and
do/ens more.
These ideas "won't produce tonnage
immediately," says Budd. "But since
' ampbell has been advertising to
get soup out of tlie category of 'good
old soup, I knew him well.' We always
li\ to gel iieu flavor into our adver-
tising in all media.
[udience mood and makeup
must be sharply defined.
"We [earned the hard way from our
initial experience in radio that time
of day, audience composition and
audience mood were extremely im-
portant factors in the success or fail-
ure ot a program, sa) s Budd.
I h it first radio concept, back in
L931, followed the doctrine of the
"lady on the hill.
This approach theorized that the
ial public would follow the tastes
and the patterns of the "lady on the
hill." As Budd puts it. "If you sold
her, she would he imitated, her local
prestige would be the most potent
powei available, influencing the great
numbers not directly reached by the
magazines. It was contended that the
less educated and the lower income
groups could only be reached effec-
tivel) through the ear."
That meant radio, the "new"' com-
munications medium. Campbell spon-
sored its half-hour five-a-weei daytime
show to brina "evening quality" to
the listener. But its advice that fami-
lies should start their meals with soup
went unheeded. l.\en then the trend
toward simplified eating was beginning
to emerge.
Today, soup as a pre-meal course
"has practically gone out with
servants," according to Hiram Brown,
an executive on the Campbell account
al RBDO. "Housew i\ es toda\ are just
a> much interested as they ever were in
serving good food, but they're a lot
more interested in serving it effort-
lessly, quicklj and with a minimum of
formality."
Throughout the years, Campbell has
aimed at general audiences as well as
at specific segments of listeners within
the over-all audience. \ Milton Herle
obviously reached a different group of
listeners than did Edward R. Murrow.
\nd a daytime serial was aimed at a
different consuming target than Hotodj
Doody. Campbell buys French lan-
guage programs on Canadian net-
works, as it has since 1934, to match
the mood and the characteristics of
French Canadians. Vnd for three years
it sponsored a Jewish program on a
local station in New York (lit\.
4. Failures merelj represent a chal-
lenge to find the right nay to put the
medium's power to work.
\s Budd puts it. " \nother \aluable
V -"ii in the experience of the earlj
use this one-two punch
to ring up extra sales
gVIA 1 WAFB-TV has overwhelming viewer preference in
IlUa X Louisiana's State Capital. According to latest Tele-
pulse, WAFB-TV has a leadership of nearly five to one,
is first in 347 quarter hours to 78 for station B.
Within last few months, WAFB-TV has won, (a) first
place in nation-wide "Lucy Show" contest with a
double award for a special merchandising job, (b>
first place in national Screen Cems, Inc. contest on
program promotion, (c) one of first four places in
"Frank Leahy and His Football Forecasts" promotion,
id i WAFB-TV's only entry was second place winner
in 1956 Billboard Promotion contest for "network
programs."
WAFB-TV
200,000 watts CBS-ABC
affiliated with WAFB-AM
Call . . . Write . . . or . . . Wire
National Representative — Young Television Corp.
South & Southwest — Clarice Brown Co.
First in TV in Baton Rouge
102
»i'M\s<m
2ii u (.i st 1956
f~)
TK
T*
- #*4
W ' ^
ft v r^
Tl ■
1 |r
WHEN YOU BUY ATLANTA...BUY (\vagajv
AND GET A BIGGER PIECE OF THE MARKET!
This combination gives you the greatest possible impact in the
Southeast's No. 1 market: tallest tower and maximum power to
reach over 17% more people; top local and CBS-TV program-
ming to earn highest ARB and Pulse ratings; plus strong mer-
chandising and local station promotion. Get the facts from our
reps and you'll choose WAGA-TV.
TOP DOC k IN THE NATION'S 21st MARKET
4wada-tv
^Qd^ C^ CBS -TV ii
Represented Nationally by
THE KATZ AGENCY, Inc.
CBS-TV in Atlanta
STORER BROADCASTING COMPANY SALES OFFICES
SPONSOR
NEW YORK-118 E. 57th St. -TOM HARKER, Vice President and National Sales Director • BOB WOOD, National Sales Manoger
CHICAGO-230 N. Michigan Ave. • SAN FRANCISCO-111 Sutter St.
» 20 august L956
103
radio years was to re-group our forces
to tr\ again.
"Certainh radio clearly offered
plent> nf incentive. The paj dirt was
there. You jusl had to sink another
well."
That's wh) Campbell has sunk ~>1
different radii) and t\ "wells" in the
past quarter-centurj .
There's constant analysis <>f pro-
gram returns and reappraisal <>f t lit'
time period, facilities, talent and pro-
gram format.
That's wh) 1956, for example, is
broadcast media milestone year. This
year the bulk ol Campbell's broadcast
dollars ha> been shifted to the 1\ side
of the ledger, and the television effort
is balanced between daytime and night-
time.
The L956 lineup:
1. Garr) \1 e, 10-10:1.") a.m. por-
tion on Mondays, CHS TV, effective 4
June:
2. House Party with Art Linkletter,
2-2:1") p.m. segment on Mondays, CBS
I \ . effective 1 June;
3. Lassie, dramatic series which
continues for the third season in the
7 to 7:30 p. in. time slot on Sundays
via CBS l\ :
1. On Trial, a new filmed anthology
series starring Joseph (lotion which
- mi NBC l\ Fridays from 9 to
0:30 p.m. starting Sept. 14.
i ampbell, in making its advertising
presentation to executives attending the
in"-l recent annual marketing meeting,
di cumented its case lor television with
main a factual footnote.
\\ iih this fall's schedule, Campbell
will "have more slows on e\erv week
and much hea\ ier circulation than
we've ever had before," according to
Budd.
Some of the farts and figures he
used lo hark up the network television
recommendation ol his department and
the Campbell advertising agencies:
" l'\ is growing increasingly impor-
tant. I he number of families reached
is up sharply. There is substantial e\ i-
dence of the important selling power
of the right t\ commercials; Revlon's
experience is a classic example.
"W ith the increase in our own busi-
ness, it has heroine possible to pur-
chase, and to hold, valuable time peri-
ods. I>\ pooling our product advertis-
ii g funds, we can also make long-
range plans and commitments for the
purchase of better programs. None of
our products alone could afford these."
^ et. he adds. "Each of our products
InEyansYille Thh Growth Story_Is_More^hjn_ATaU_Tale._
WEHT - TV
CLIMBS FROM 11.000 TO
WATTS!
lack's bean stalk was a stunted century
plant compared to this story of growth.
April 14th permanent affiliation contracts
were siened with CBS. On August 15th
WEHT-TV— Channel 50 in the Evansville
Market area boosted its power from 11,000
to 200.400 Watts. . . . Involving an ex-
penditure of $200,000 in RCA transmission
equipment.
AN ESTIMATFD 75 000 NEW HOMES
WILL 8E INCLUDED IN THE NEW
COVERAGE AREA!
WEHT-TV is your FOLLOW-
THRU STATION IN THE
EVANSVILLE MARKET. Only
WEHT TV offers (1) Guar-
anteed On the-Air promo-
tion, i2l Newspaper adver
tising, 13) Newspaper Pub
licity, 14) Letters to
retail trade, <5> Daily
news letters to ho-
tels and hospitals,
• 6) Lobby displays,
i7) Monthly house
organ, <8l Window
Burners. Posters and
'9i Billboards.
Represented by
YOUNG TELEVISION
in itself would represent a big busi-
ness.
5. /// this mass medium, there is no
substitute for circulation.
Campbell lias always sought — and
gotten mass circulation with its ra-
dio and t\ slmw -.
This year, it expects to reach a peak
i in ulation with its four tv programs.
The sou)) company estimates both Gar-
i\ Moore and \rt Linkletter will con-
tinue to gel .'ill', of the total tv tune-
in during their telecasts. Moore will
be sponsored on 73 stations, Linklet-
tei on 98.
Lassie this past season has con>i--
tentl) been watched by some 31 mil-
lion viewers weekly in 88 markets.
When the show was first sponsored by
Campbell in 1954, Lassie attracted a
rating of 15.7. In L955, this jumped
to an average of 20.2. This year it
peaked at 32. and next vear "a 35 rat-
ing i- our aim!" Campbell predicts
that On Trial, which will be carried bj
100 NBC TV stations, will reach an
equall) imposing number of families.
6. Programs can possess a stature
beyond then popularity, which tangi-
bly benefits the corporate name of
their sponsor.
Campbell first learned thi> lesson in
circulation when it sponsored Dick
Lowell iii Hollywood Hotel. It took the
air for Campbell in October 1934, re-
maining for four years. "From lhi>."
sa\s Budd. "we learned that for our
kind ol products there is no substitute
lor circulation. We got positive sales
results from Hollywood Hotel.
"This was also the first radio show
which gave Campbell thi> additional
'stature.' W iih this -how. we dis-
"If it's really true you shot an eagle,
how come KRIZ Phoenix didn't
mention it?"
|nj
SPONSi i;
20 \i Gi st L956
SPONSOR
GOES
WEEKLY
27 OCTOBER
WITH A
FOUR-POINT
EDITORIAL
PROMISE
*
1. essential reading
2. useful reading
3. fast reading
4. easy reading
A complete weekly wrap-up
in depth for very busy executives.
Date for first weekly issue changed from 2 November.
SPONSOR • 20 AIT.IST ]()5() 10")
covered there ran be. in the impor-
tance and public endorsement of a pro-
gram, a reflected glow that is of posi-
tive benefit to the sponsor in further-
ing hi- over-all reputation with the
< onsumer and the trade."
Similar glows were reflected in
Campbell - direction by other radio
and tv luminaries.
Burns & Allen were on the air for
Campbell's for two years, Imos V
ln</\ for five, l.anm Ross lor three,
Jack (',11-nii lor lour. Boh Croshv and
a variet) ol other music stars on Club
I ') lor >i\ \ in -. \\ altei 1 1 Keefe in
Double or \othing quiz for six \ear-.
But "Campbell really hit a winner
when it grabbed Lassie back in 1954.
'"It had a very important plus, in
addition to its rating. You might al-
most call it a 'kidulf show. It appeals
In and provides entertainment for all
kinds and ages of people. It reaches
the famih when the) gather as a
group, in much the same way the Jack
Bennj Sunday evening radio show be-
• .line an \merican institution.
"It's no over-statement to place
Lassie in the same category."
Ratine analyses indicate that of
An $899,481,000
Buying Power Market!
y
MORE AUDIENCE
than any other TV station in the
rich heart off Louisiana
FROM 5:00 P. M. to SIGN OFF
(Monday thru Friday)
WBRZ rated highest in 125 quarter hours out
of 149.
FROM 12 NOON to 3:30 P. M.
(Monday thru Friday)
WBRZ rating Tops All Others Combined!
- from a study by American Research Bureau,
Inc., encompassing 31 counties and parishes
in Louisiana and Mississippi.
WBRZ 2
BATON ROUGE, LOUISIANA
Power: 100,000 watts Tower: 1001 ft.
NBC-ABC
Represented by Hollingbery
Lassie's 31 million weekl) viewers. 11
million are women, nine million, men:
eight million, youngsters: three mil-
lion teenagers.
The Campbell ad executive reports
that Lassie has been awarded "five
i nl-landing television honors" in tin
past year. "We're going to continue a
top-flight campaign of publicity to
keep Lassie and Campbell in the na-
tional spotlight."
. . The search ami appraisal of neu
talent is never ending, and requires
swift action.
It was in V)'M\ when Campbell
learned this lesson for the first time.
Because it was that year when Or-
son Welles set the nation agog with
his radio report of an invasion b\
men from Mars.
"It was so realistic it had people
believing the end of the world was
working out in contradiction to the
Good Book!
"\\ e learned there is a value in mov-
ing quickrj to investigate producers
who ma\ bring a new concept and
power to the medium. We contacted
Welle- the daj after his Martian
broadcast, and he produced a success-
ful series of unusual dramatic pro-
grams under our sponsor-hip."
The series, Campbell Playhouse,
took the air late in 1938 with Welles.
He remained with the -how a year, but
it staved on the air another two.
Campbell found and re-found a lot
of talent in the earh da\s of radio and
tv. Its faith and in\ estment — in
man) performers has been well justi-
fied li\ the fad that they are still stars
of the entertainment business: Burns
& Allen and ken \lurrav in the mid
thirties, Milton Berle and Robert Trout
in the mid-forties, Henry Morgan and
Bert I'arks in the early-fifties.
8. Great selling power rests in
warm, honest personalities.
Campbell picked up the time and tal-
ent tab on Amos V Andy in 1938.
""We learned from them." reports
the compan) s advertising manager,
"thai the transfer of a ureal program
into another commodity field i from
drugs to food i can deliver a powerful
selling impact oxer an entireK differ-
ent set ot retail counters.
"'We experienced the ureal selling
power which belongs to a warm and
trusted personalis. \nd we discov-
ered also thai in the merchandising of
a program to the trade, there is no
substitute for proven sales results.
In.,
Sl'ONSOU
2D \igust 1956
here'
"govern" the
government
Much as we revere and respect this system of ours, we don't want
the government running our lives.
The best government is one that's closest to the people. And
there's just one way to keep it under control.
Vote.
Every time you get a chance.
Vote November 6, for sure.
Vote to elect the ones you want representing you. To keep the
ones who are doing you proud. To get rid of the ones who are
not so hot.
You're the boss, however you vote. No matter who's elected,
you pay their salaries and paint their offices and keep watching
over them as they work.
Even if the ones you're ''agin" happen to
win, they're obligated to the minority, too.
They're servants of all the people, not just
those who voted for them.
Your vote prods, approves, protests, de-
mands, restrains, rewards.
Vote — so you and your children after you
always can.
See You at the POLLS!
SPONSOR
20 IUG1 ST 1956
107
IAT THE TOP IN ILLINOIS!
HOTTEST CITY
IN AMERICA TODAY
Labor department statistics just in,
prove more people are working . . .
making more money . . . creating more
sales in Winnebago county than in an.\
other county in Illinois (outside Cook).
WROK
No. 1 For Ov
< o\ ers this great
market full time
. . . at lowest cost
per 1,000.
KMBC -KFRM
■ I radio is the
1 M in K PR vi By complete
ing old programmin
K \l in K KRM ha I iced a new typo
"' radii tailored to I
a ietj new pei
hi '■ all
P'l I combined
with thi
i
from I'eti I [ward, [nc.
ind ol
KM»( KFRM.
KMBC <U Kansas City
KFRM^t the State of Kansas
in the Heart of America
OP
"The response of the public to Amos
'n Indy's appeal to bu) chicken noo-
dle soup was the most outstanding evi-
dence we have ever seen of the power
of the broadcast media. Our problems
thereafter in getting the trade to stock
and feature products to be ad\ertised
on Amos 'n \ml\ were reduced."
This year. Campbell figures it has a
full measure of warm selling person-
alities in Garr\ Moore. \rt Link letter,
the featured cast of Lassie and. later
this season. Joseph Cotten.
9. Opportunities exist for multiple
product advertisers in adjacencies to
their own programs.
Campbell discovered this 17 vears
ago, in 1939. when it sponsored a five-
a-week quarter-hour davtime show
with singer Lannv Ross. It was broad-
cast immediately after Amos 'n Andy.
"From this we learned the great help
given by one strong program to build
another. We also had demonstrated
the great economj and attractiveness
in the contiguous rate!"
Through the vears. Campbell has
also learned adeptness in juggling its
own products for commercial mentions
on its programs. I bis upcoming fall
season shows this type of product pat-
tern on the four network tv shows.
These groupings have not been final-
ized, however.
Campbell's beat - processed soups.
through BBDO, and Franco-American
spaghetti, through Leo Burnett, share
costs on Garry Moore. Houseparty is
sponsored b\ the heat-processed soups
and b\ the frozen soups, the latter also
handled b\ Burnett. BBDO and NL&B
service the Lassie show, with commer-
cials divided among V-8 vegetable
juice, baked beans and heat-processed
soups.
\l this point. Campbell s plan is to
promote onlj heat-processed soups via
its co-sponsorship of On 7 rial.
Campbell has learned to juggle com-
mercials with products made 1>\ othei
companies, too.
Lasl year, during the second season
of Lassie, il shared sponsorship with
Kellogg. This \ear. however, it re-
sume'- lull sponsorship of the show.
It- new Frida) nighl On Trial scries.
however, will be shared equall) with
Lever, with one account cross-plugging
the Other ever\ l'i iilav .
lit. The advertiser must clearly de-
fine the hind ni material foi which he
will accept editorial responsibility.
I'm. I, I explain- hi- point this wa\ :
"In the selection of broadcast me
dia. the advertiser obviously faces the
responsibility for editorial choice— th<
program material designed to win an
audience. \\ ith magazines, the editors
bandlye it for him. He buys, or does
not buy, an editorial 'association" for
his advertising.
"\\ ith the warm intimacy of the
radio or tv set, and the assumption of
editorial responsibilitv b\ the adver-
tiser, he must come to some very clean-
tut conclusions as to the t\pe of edi-
torial matter he wants associated w ith
his company and with its advertising.
Campbell s first requirement in
terms of program content continues to
be qualitv .
11. Increasing competition for au-
dience attention demands the practical
use of audience research and the ut-
most in commercial creatireness and
show promotion.
As competition develops among sta-
tions and among advertisers, Budd
notes, "We are all conscious of the
diffusion of the consumer's attention.
And with it comes greater competition
for good programs.
"It makes us more sensitive than
ever to the value of >rood audience re-
Hovv Warm is
Denver In December?
wBk
i n
ASK YOUR COLONEL
The weather in Denver (or Des
m Moines or Davenport) ran mean ■
dollars or deficits to the adver-
tisers of a great many product-.
Your Colonel has a month by
month picture of the weather in
24 markets.
PGW TELEVISION SALES
108
SPONSOR
20 august 1956
search. And it also makes us conscious
of the challenge that we musl leave
nothing undone to produce commer-
cials which will stand out for their
< reativeness and possess the all-impor-
tant ingredient of imparl against the
listener and \ieuer. Even this type of
commercial material, because of the
improved level of commercial competi-
tion, is becoming more elusive.
Discussing the creativit) required b)
television, Hudd said one of the big-
gest reasons Campbell is going into the
On Trial series is because it is based
on authentic court trials, and a ready
Buppl) of basic stor\ material is avail-
able. '
"Shows requiring original stories,
week in and week out, are bound to
hoi; down, despite all the creative geni-
lis and ability of the t\ w liters. They're
feeding material into a hungry hull.
maybe as many as 25 to 35 original
dramatic shows. I'm afraid there's just
DOl that much material around.
Campbell's predicts success for On
Trial on two counts.
The first is the fact that the mate-
rial is based on actual events, and
"this has indicated its great appeal to
the American public."
The second is that "people want to
know what kind of stories they are
going to see before they tune in.''
Dramatic anthologies, for example,
range from Western to romance to
farce to mysterj in the same series.
Camphell thinks it will attract a large
audience to begin with, and a repeat
audience, because viewers will know
every week the type of show to be fea-
tured.
Joseph Cotten will star in one-third
of the weekh shows, hut will act as
V^W
■\ *-" ^r-=—" -
f^3&\
&mn
"
"When KRIZ Phoenix plays those
hot tunes, Officer, I prefer to play
safe!"
host-narrator on all these programs.
BHUO's Brown, who will supers i-c
production on this new feature as well
as on the other t\ programs, says
( ampbell w ill talk to < )n Trial \ iewers
'a little differently" than it does to the
Lassie audience.
"We want to reach adult- with our
new show, and we're pari iculark in-
terested in having the stories appeal
in women. \\ omen do the actual shop-
ping, but men influence the buying de-
cision. That'- wh\ we want holh of
them to he watching the -how together.
"Our biggest commercial theme will
be 'Soup once a day, even da\. We
approach Campbell advertising with
cue hash- thought in mind: thai Camp-
bell, despite its 58 years of advertising
and its leadership in the food field, i-
still a growth company .
"Campbell's qualih is tops, and it s
operating in an expanding market.
Tv, we think, is the expanding medi-
um. With the limited amount of Class
"A" time available, it's imperative we
I uild up some ("ampbell Soup time
periods-"
The SPONSOR-estimated $20 mill inn
now spent in advertising include- all
space and time production charges. In
the case of Campbell, these are unusu-
ally heavy. It spends about $6.3 mil-
lion annuall) on national magazines.
for example, and most of its food ads
are in four-colors.
Campbell has long relied on nation-
al consumer magazine advertising and
on four-color spreads to visualize ap-
petizing food combinations and to
establish its familiar red and white
label.
The company s second largesl single
media expenditure is on network tv
time, for which it allotted almost $ 1
million last year. Here again, produc-
tion charges are high. Network radio
allocations are minimal this year, as
they were last year, but the company
is buy ing about $1.5 million worth of
spot radio and spot television in L956.
Publishers' Information Bureau fig-
ures for 1955 show the relative stress
given each major advertising medium
by Campbell's Soups: national maga-
zines, $6,343. L90; network television,
$3,885,385; daily newspapers. $1,929,-
428; newspaper supplements, $415,-
275; network radio. $5,442.
There is no detailed analysis avail-
able on how much Campbell Soup Co.
spent on spot radio last \ear. Tele-
\ ision Bureau of Advertising, however,
has fourth quarter t\ spol -pending
figures. Campbell during the last three
nths ol L955 spent 876 [,100 on
lclc\ i-ion. 1 1 thi- pel iod wen- t\ pical,
the annual l\ -pot expenditure might
have ranged from $2.5 to $3 million.
The products which jet most of
Campbell's advertising allocation are
the heat-processed soups. The allow-
ance for them i- i-ti mated at about $9
million annually, with radio and tele-
\ ision allotted about $ 1 million of this
amount. The other $5 million — or
approximate! i of the total adver-
tising budget goes to the other Camp-
bell products, to the I i anco- American
line, Swanson line, and new product-.
Even though the broadcast shift in
recent years has been from radio to
t\. ([ampbell is still watching radio
closeh for programing and time pe-
riods which will meet ii- advertising
objei live-.
It s watching the development of
color iele\ ision. too.
"We're in no burrs about color,
however," says Budd. "What we'll do
will depend on what happens in the
next 12 months. We know all about
making color movies, and we've
worked with color in print for a long
time. I'echniques arc changing all the
time, but it wouldn't take us vers long
to gear up, from an advertiser"- point
YOU'LL SELL
MORE ON
CHANNEL 4
in the El Paso
Southwest!
• KROD-TV dominates £1 fo.o
County*
• KROD-TV is the only station
to reach Alamogordo (set
penetration 80 i and Sil-
ver City (61).
• 98rr reported Excellent or
good reception for KROD-
TV in Las Cruces (81.3
penetration) while only lOTc
reported the same for sta-
tion "B"
•March MM. Telepulse and Teleoulse
ict ™-ni>nhln.
I
KROD-TV
CHANNEL 4 C^
EL PASO texaSi >
CBS - ABC
AFFILIATED with KROD-600 kc (5000w.J
Owned 6 Operated by El Paso Times, Inc
Rep. Nationally by the BRANHAM COMPANY
sponsor • 20 u (. i st 1956
109
In Eastern North Carolina,
it's nearly everyone for
peanuts when you use
WNCT!
With a Class D 20-second "10
Plan," the cost per thousand is only
sue- '
It that's too much to shell out, then
i . a (Mass I) II) "10 Plan" for a
cost per thousand of 15£.
Whether your hutlget is peanut-size
or elephant-size, your best buy is
WNCT . . . first in every minute
of every hour of every day . . . day
and nijjht, according to the Jan. '56
Telepulse of 19 counties. Eastern
Carolina's No. 1 TV Station.
! channel 9
(fecHvilU + W<?.
riiMAar cis aff
REPRESENTED NATION/
-%;MBb..
BMI
New, Timely Election-Year
Continuities
PRESIDENTIAL
PACKAGE
AN ASSORTMENT OF 23 PROGRAM
SCRIPTS FOR RADIO AND TELEVI-
SION . • BACKGROUND — COLOR
PERSONALITIES ODDITIES OF
PAST ELECTIONS . . . AVAILABLE
WITHOUT CHARGE AS A STATION
AND PUBLIC SERVICE.
THE FIRST ELECTION
ONE HALF-HOUR SCRIPT
A PRESIDENTIAL CAVALCADE
., FIVE-MI NUTE SCRIPTS
FAMOUS FIRST LADIES
IS-MINUTE SCRIPTS
RISE OF POLITICAL
CAMPAIGNING
i HALF-HOUR SCRIPT
THE PRESIDENTS SPEAK
.. , i vl Ml NUTE SCRIPTS
FAMOUS CAMPAIGN SONCS
ONE HALF- HOUR TV SCRIPT
CAVALCADE OF PRESIDENTS
ONE HALF-HOUR TV SCRIPT
TIME SIGNALS
STATION BREAKS
'////„. W/.„
BROADCAST MUSIC, INC.
NEW YORK • CHICAGO • HOLLYWOOD
TORONTO • MONTREAL
nl \ic\\. We're watching color par-
ticularly for our red and white label.
I doubt, though, thai even with a color
h sel circulation of 300,000 we'd fig-
ure this was enough circulation to
spend too much mone) on.'
Campbell executives estimate "con-
servatively" thai the currenl 50,000
coloi sel circulation will expand to
some 300,01 10 bj 1 Januar) .
Whatever developments lake place
in the broadcast media. Campbell will
adapt to them with one primary mar-
keting factor in mind, says Budd.
"\\ e need frequenc) . and lots of it.
We need ii because the housewife is
shopping more fre<picutl\. and hecause
we have a fast turnover, low cost item.
\- l\ cost- mount, with frequency In-
coming more difficult to purchase,
we ve diversified and moved hack a hit
into daytime t\. We like the combina-
tion ol nighttime shows and two da\-
time features." • • *
WINTER HEADACHES
(Continued from page 'il I
under the circumstances to go from
cue situation corned) to another.'" a
Bristol-Myers advertising executive told
sponsor. "And a dramatic antholog)
i- generall) the safest kind of film buy,
pai ticularl) in \ iew of the mam stai
names that one can publicize."
I Ihi e - a w ide range of opinions on
the value of publicitj for a show once
il i- a ratings Hop. I nless some ol the
elements of the show itself irechamjcd.
most radio-t\ directors feel that hy-
poed publicitj is wasted. People have
-i en the show and not liked it. A nil
have to tell them of something added
or changed in the formal or appeal ol
the -how in have valid reasons for
publicizing.
"'Once the jury's in. you've prett)
well had it," says Y&R v.p., Rod Erick-
son. "The Raj Milland show was
much heller the second year than the
first, hut people hail made up their
minds about it." ( )f course, publicity
plays a different role foi different
shows. \\ iih anthologies you ve always
gol something to plaj up.
Drama shows in genera] are far
easiei to publicize, mid-season a- well
a- prior io ilien debut, hm/i Theater,
foi example. su< i essfull) exploited the
production values of "The Titanic," a
show presented in the spring L956 sea-
son. Of course, with film -how- ii -
impossible to .\<\A publicizable values
for episode- alreadj in the can. On
the other hand, the scripts and stars
should be chosen righl now with an
eye toward a continuous publicitj ef-
fort.
3. Onhypoing lire shows — There's
rarelj a single live show new to the nel
work that isifl improved and (hanged
during the first few week- on the
ll - far easier to experiment with a live
format, since the various components
of the show are more flexible.
Here, briefly, are some of the steps
for which you can pave the waj even
now :
'at Allow a contingency budget,
"Inch \oii hold iii reserve for emer-
gencies. This inoiiev may be able to
insure your intial investment b) pull-
ing the show out of trouble in mid-
season.
i b i Make sure that the list of name
talent from which the producer will
tecruit stars for your -how is large
and flexible enough. One of the besl
ways to hypo a dying live show, wheth-
er it s a varietj show or drama, is with
name talent that has wide appeal. But
\ou can't get Elvis Preslev the last
minute. Mam stars are tied up by the
ml works and therefore unavailable
anyhow. Il s \cn important therefore
Io he clear from the start on the people
you'll he able to count on for your
show.
(c) Script improvements can make
a flop recover. Such improve nl-
mav require hiring a new storj editor.
getting different writers, paying highei
-dipt prices or getting together with
ihe pioducci on revamping the verv
loi mat of the show.
Recently, Kraft Theater initialed a
novel svsleni for insuring top-notch
scripts ami getting publicit) at the
same lime: The eompanv is offering
a $50.1)00 prize for the besl -ripl in
this 10.">(>-1().~>7 -ea-on. Ihi- is just one
example, and a relativelv expensive
one of the ways a sponsor can main-
lain the level of his show and popular
interest in it at the same time.
\hove all. in wot king to improve a
liv e -how . remember that v on can gel
the fullest cooperation from package]
or network. It's a- much in their inter-
I in
SPONSOR • 20 \l GUST 1056
est as it is in yours to achieve high
ratings both to insure renewals and to
maintain his reputation for his other
products in case of the packager and
|di the sake of protecting the value of
the time slot in the case of the net-
work.
\ verj important bil of show-insur-
ance that numerous top agencj radio-
t\ directors are taking out right now
i- shopping new shows further in ad-
vance than during anj previous year.
They're worrying now about the sum-
mer 1957 and fall L957 seasons. As
FC&B's Roger Pryor pointed out, "You
can anticipate 4(1 to ■"><>'< casualties
for the year. They'll have to be re-
placed."
Must radio-tv directors agree that
now's the time to start thinking of
these replacements. And the trend
;inong top agencies now is to work
with independent producers and pack-
s from the very germination of a
new show idea, occasionally helping to
finance the package from its inception.
2. Shared sponsorship dis-
agreements: Though all top agen-
cies and most tv sponsors today have
had some experience in cosponsoring
shows or alternating with other spon-
sors, it's still difficult to anticipate all
the problems that can crop up by the
time the season is well under way. One
wa\ of forestalling unnecessary head-
aches is to work against this checklist
of points where cosponsors and their
agencies should work out agreements
prior to the time the show- goes on the
air.
lal Size of the network and what
markets the show should be extended
to when time opens up. If two adver-
tisers* distribution patterns don't co-
incide from the start, there's obvious!}
DO point in attempting to cospon-oi
a show. But what happens once the
show's on the air and there's a chance
to get it into five additional markets?
The wise move, agency men agree, is a
check list of potential markets and a
pre-debul agreement between the cli-
ents involved on market priorities.
(b) Program policj is. of course,
initially agreed upon contractually be-
tween both clients concerned and the
producer. But have the clients and
their agencies reached some sort of
understanding about wavs to improve
the show if it should flounder in mid-
season?
ici Plan ahead for preemptions in
this election year. Everything's fine if
political candidates preempt one of
your shows and one show belonging to
your alternate-week sponsor. But the
situation is unlikely to be that simple
and clean ut. Manv alternate-week ad-
\ ei I isers liav e alreadv woi ked out mu-
tual agreements to split commercial
time on the show following a pre-
empted program, so that neither client
is affected more seriously than the
other.
I d I Merchandising and publicity
agreements are important, particularly
if one or both advertisers expect to use
the stars of the shows in displav pieces
or personal apearance tours. Schedules
and plans have to be mutually accept-
able for a good working relationship.
(e) Discuss plans for commercials,
not only in terms of time allotted to
each client, but the contents of the
commercials as well. If you're cospon-
soring a live show, it's very important
to agree ahead of time on the number
of sets and the amount of space each
sponsor's commercial will require.
\\ ith live commercials it's unlikely
that you can work more than four or
five days in advance of airtime. But
at that time, and as soon as a client
has approved commercials, the agency
producer should get together with the
show producer and with his own coun-
terpart at the other agency to discuss
the amount of space his commercial
will require, the background and the
amount of fax and no-fax rehearsal
time.
3. Salesmen's enthusiasm
slump: Virtually every effort on the
part of the client and agency both, to
stimulate salesmen's enthusiasm for
their tv show is concentrated during
the period before the show goes on the
air. This is a very vital time when the
program needs the salesmen's support
and the interest they can drum up in
the trade. However, a few weeks after
the show's been on the air, there gen-
erallv follows an almost inevitable let-
down in their enthusiasm, and this let-
down may coincide with the client -
mosl important pre-Christnnis order-
taking period.
Clients and agencies can Forestall
this enthusiasm slump by 111 allowing
an adequate budget for periodic mail-
ings to the salesmen: (2) planning
now a campaign directed at the sales-
men and keyed to the important sea-
sons of the client. It may be enough
to send them simple mailings about
the show's progress, popularity. But
pi ioi to the licav v season, a number
ol i lients send out additional, complete
-how kits with pi< lines of the stars,
some behind-the-scenes stories on the
show - production, ad\ am e notice
about the shows to come.
-,.v- Bart \l. Hugh. JWT tv-radio
v.p.: "Ever) client know- he's got to
make a big push to enthuse his -ale-
lone for a -how before it goes on the
air. But it'- easy to forget thai the
job once done just isn't enough. May-
be November i- a client'- big ordei
taking season. Well, the promotion to
his salesmen that he made in August
isn't going to keep up their spiiit
through November on sheer momen-
tum. \\ e trv to give the sale-men some
star contact, -end wires or souvenirs
signed by the stars to the salesmen's
wives. There's no question but that
you have to anticipate a mid-season
slump by planning such a campaign
i ight mm .
4. The commercials don't sell:
No reputable advertiser today will put
money into a commercial theme with-
out pretesting its effectiveness. But no
such pre-air test gives a guarantee of
actual sales the commercials may pro-
duce once they're on the air. And,
What's New With
"DAMETIME" Television?
vm
gBgg
^
ASK YOUR COLONEL
The Colonel has just written a
™ book on the subject of daytime ~
viewing. Not a very long book, but
one that should be very interesting
to the advertisers of soaps and
soups and such . . . that are sold
to women.
k
PGTVTKI.KMSION SALES
SPONSOR
20 august 1956
111
When Does The Eagle
Fly In Detroit?
t^i
m
r*
inmm
-^
ASK YOUR COLONEL
lie knows the principal paydays,
the shopping days, and how many
people work at what jobs in the
motor city ... as well as in 23
other markets he sells.
PGW TKI.K\ [SIGN SALES
-inn- advertisers lend to work well in
advance in preparing their film com-
mercials, the) generall) have a heav)
investment in the films alread) in the
can b) the time -ale- results come in.
If the commercials don't seem to be
• •in- a good job. the clients laced
essential!) with two alternatives: ill
keep them on (lie air because lies got
to amortize the cost of making them;
[2) yank them out and replace them.
despite the hea\ \ bite into his budget.
I here are safegards against t\ ing up
, xcessive sums in commercials thai the
clienl can gel stuck with. Philosophies
differ between top agencies on the
length of the period to be provided
with <aimed film commercials. In some
instances, commercials arc shot a mere
si\ to eight weeks ahead: in other
cases, variations upon a theme are
made as much as nine months ahead.
In either case, the t\ effort can be a
ratings success and a sales fiop.
I hese are some of the safeguards
now to be considered:
The extreme case o| an advertiser
with nine-months of unsuitable com-
mercials in the can who finds sales
slumping is a rare instance indeed in
these days of pretesting. It'- ver) im-
GOLDEN MIX,
• ••that is!
r rOOt I Before leaving the Detroit market
because of a bad sales picture, Golden Mix
Pancake Mix decided to run a test spot radio
and television campaign for a period of 9
weeks on CKLW and CKLW-TV. RESULTS? . . .
nearly 300% average increase in sales for the
entire Detroit area and renewed planning to
stay in this lucrative market. Here again, in sell-
ing Detroiters, CKLW radio and TV made the
difference. Either one, or both, could make the
difference in your sales picture, too . . . and
at modest cost!
FOR RESULTS IN THE DETROIT AREA, IT'S
CKLW-TV
Channel 9
GUARDIAN BLDG.
CKLW
800 KC
DETROIT 26, MICH.
ADAM YOUNG, INC. National Ktp re «en I a live
I "i tanl loi the clienl to remain unruf-
fled dm in- midw intei reappraisal time,
even when a particular commercials
tc hnique i totall) unlike his own
catches on like w iU fire.
"There are always fashions in coin,
menials techniques," says Ted Bates
radio-H head. Jim Douglas. •"The im-
portant thing for the clienl to keep in
mind is that lie s attei sales. If a
particular technique has been tested
and decided upon for him. don't let
him gel restless w ith it jusl In- aua
another approach is selling a different
product. The purpose ol commercials
isn't to imitate nor to be startling. It's
|USt to sell."
Furthermore, clients lend to wean
ol a theme far earlier than viewers do.
\nd if a parti* ulai i ommercials theme
has been effecti\e. don t drop it aflci
a given period of time. Frequently,
you can get a carryover of effective-
ness, b) merel) producing variations
on the -aim1 theme.
One example ol this reasoning i-
FC&I! s approach to the Pepsodent
"You'll wonder where the \ellow
went ..." theme, which the agenc)
continues to use effectively. Hut. with-
out varying theme or basic tune, the
agenc) ha- provided variet) b) chang-
ing the tempo of the jingle.
Of course, dramatic skit or story-
commercials tend to wear out the view-
er faster than musical approaches to
selling. Thus, people tend to become
familiar faster with the I'iel's Brothers
(through Y&R) (ommercials in direct
proportion to the commercials' enter-
tainment value. Therefore, if you're
plannhm to use an unusual approach
,,, characterization in your commer-
cials, arm yourself with variations
up, ,n the original version so that you II
maintain interest and continuit) at the
same lime.
(a) Should a seasonal use ol the
I roducl be featured and if -o. to what
extent? The answer to this question
ma) seem ob\ ion-, and \et it s often
|,, -i in a maze ol budget considera-
tions. Ml advertising should contain
the elements ol new-worthiness and
timeliness.
One obvious example in this cate-
gor) is in the field- of cold remedies
and cold syrups, when- mo-t ol the
weight ol the budget is concentrated
during the cold season. Mile- Labora-
tories, loi instance, concentrates its
Schwerin testing of commercials that
112
SPONSOR
2d \l t.l ST 1 ').>()
channel 12
CALL HEADLEY-REED, REP.
WINSTON-SALEM
I III I r WINSTON-SALEM
TOf GREENSBORO
HIGH POINT
AFFILIATE
SPONSOR • 20 AUGUST L956
11.".
How Many Service
Stations In San Francisco?
Ti uw a
r
-&
ASK YOUR COLONEL
If the number of outlets for Tires,
™ Batteries and Accessories is not
important to vou . . . food stores
might be. Your Colonel has that
information too ... in 24 markets.
PGW TELEVISION SALES
BRING
ON
THE
MATH
I el the) me dngly OR in
battalions. \\ I! \ M is contenl you
reckon its audience share against
competitive Montgomery radio
station oj combination w ise.
Willi i ■ i ■ , . \\ I! \M
pproximatel) I HRE I TIMES
the aud - nearest competitor.
I he combined audiem i share of
ALL I lllil I in twork stations in
ornery is slightly LESS than
WBAM'j alone.
PI I SE, May, I Radio-TV
Reps, N< « 'i "i k, < ihicagi
ha I eslie Coll in
ham.
Vlka-Seltzer for relief of colds
auring the cold weather, and stresses
such other uses ol the product as head-
ache and acid indigesti elief during
other times ol the 5 car.
\ graphic example "1 the effective-
ness of seasonal advertising themes is
the stor) of the lotion, which increased
its penetration from 8 to 1 1' i b)
switching from an all-purpose to a
winter-chap skin stor) in its commer-
cials.
(hi Can the national advertiser
r.fford to van the presentation ele-
ments in his commercials to conform
to the season? Again, the i
mpor-
tance of being timel) cannot he over
stressed. It's vital for clients to re-
member at this time that, on the aver-
age, thej spend ^' '< or less of their
total t\ budget on their tv time de-
voted to actual selling. They may de-
rive startling sales results by slotting
one or two extra and specially pro-
Christmas selling into their $100,000-
a-vveek show. The investment is dis-
proportionatel) low, yet the sales
effectiveness is immeasurable. I Of
course, this is a rule of thumb that's
applicable inainlv to products with
some gill implication, be it in their use
or packaging, i
As it is. advertisers who achieve a
big chunk of their total sales as a re-
sult of Christmas giving (such as elec-
tric shavers and cameras, for example)
already do tend to make special com-
mercials to enhance gift buying. But
the seasonal aspect applies to a less
obvious extent to other advertisers as
well. \\ here the product may not he
suitabl) a gifl product, its general use
can be stepped up or the lime of buy-
ing the product speeded up bv a recog-
nition ol the seasonal mood on the
pari ol the advertiser.
The sponsor with a whole show al
his disposal and with a wide producl
line, as is most customar) toda) among
single show sponsors, can look to the
opening and closing billboards For
help. For example, a food line thai
ma) wish to feature such items as
mincemeat, cranberr) sauce. -.
canned pumpkin or holida) ice cream
specials can mention these along with
its largei volume items withoul having
in Him a wlmle series ol extra com-
mercials to accommodate these season-
identified products.
(til aimlliei level, the "lannlv ol
products" advantage can be carried to
a profitable conclusion. An appliance
advertiser might temporaril) shift the
whole emphasis of his television effort
from the high-priced one-shot pur
< bases to medium or lower-priced
items that sell well as gifts.
5. The star gets sick: While it
doesn't happen too often, it's a cost!)
problem whenever it does crop up
\nd the most frustrating aspect of it is
the fact that there's vcrv little the
agency or client can do to forestall the
inevitable emergency .
Tv talent costs are too high for one-
shots particular!) to make the employ-
ment of understudies practicable. Fur-
thermore, in some instances the script
mav he so thoroughly written around
the talent, that it wouldn't he feasible
to merely throw in substitute talent.
Therefore the star getting sick nii^lit
mean an entirelv new show from script
lo production. In the case of any name
talent, whether it's to be used in a vari-
clv show or drama, the publicity is
generallv built around the name. So
extra expense is incurred through need
to publicize the replacement.
"All one can do is to hire the best
substitute available when necess ai v .
says Lennen & NewelPs radio-tv direc-
tor. Nick Keasely. "And hope for tin-
best if you don't have a spare kine."
The single most effective protection
against such an emergency is to work
sufficientl) ahead that a show planned
for the future can be substituted Eoi
the one that's announced. However,
this system is not foolproof, because
the stars for the series are likelv to
have conflicting commitments thai
make it impossible for them to altei
their schedule-, when it's the case ol B
live show.
It's easier to safeguard commercials
againsl the announcer's or model's
sickness b) hiring understudies. Sinci
the clienl invests so main thousands
of dollars in the vehicle for his com-
mercials, ii generall) make- sense to
spend a feasible additional sum to in-
sure s
ood
commercials in
ha
a\ ing al
lei nate announce] s on call.
For -how-., the problem, while nol
insoluble, is a less easil) adjusted one.
The main thing the agenc) < an do is
to keep an extra kine ol film install-
ment on hand and rerun it in such an
. mergence . * *
I I 1
spiixsoli
20 vi 1. 1 -1 l(»:,(,
An Open Letter to the TV Industry
WTVJ is pleased to join with the people of Miami in welcoming WCKT
and Mr. Niles Trammell to our town... the Nation's fastest growing
city and one of the country's largest TV markets
We congratulate Miami on obtaining this new television service. The
efforts of WCKT, in combination with our own and the other stations in
the area, will result in an even finer service to the public. As it always
has, competition will mean increased benefits for the people who watch
at home ... the viewers who are so essential to all of us in television.
Since March 21, 1949, WTVJ has endeavored to provide the viewers of
south Florida with a balanced program fare which would combine all of
the elements of good television practices ... outstanding programs,
including local live programs, network and film - standard commercial
service to local, regional, network and national advertisers - and
public service programs and efforts which would reflect and advance
the civic, cultural and charitable life of our community. We have
made it our responsibility to serve south Florida with outstanding
local live public service shows in class "A" time. We welcome WCKT's
participation in these endeavors.
The national recognition that WTVJ has received in winning the Alfred
P. Sloan Highway Safety Award in 1953 and 1955, the Radio-Television
News Director's Gold Trophy Award in 1952 and 1953, the Headliner's
Award for Outstanding Local News in 1956, and other equally important
citations is striking evidence of the progress of Miami television.
We know that WCKT will similarly enhance Miami's reputation as an
important television center.
During the past seven years, local civic, charitable and cultural
agencies have received in excess of $1,500,000 in public service time
given proudly by WTVJ for programs, spots and participating announcements
through which these agencies have done a magnificent job in stimulating
public support for their programs. With the cooperative efforts of
WCKT now available, we know that television will become an even greater
force towards guiding Miami ever closer to its ultimate destiny.
Television's future shines brightly before us all. We have every
confidence that the people of south Florida will rightly receive nothing
but the finest service in the years ahead both from WTVJ and WCKT.
Mitchell Wolfson
WTVJ President
^~%a&**&?<&* x&> ^vu*
//
I.OOO FT TOWER-I OO.OOO WATTS POWER
WOMETCO'S THEATRE OF THE AIR
SPONSOR
2D HJGUST 1956
115
WHERE DOES GARCIA
GET HIS DINERO?
From a recent survey of the three
major Service Industries in the
Phoenix area <An
zona Public Service
Maricopa County,
d the City of
Phoeni X.1 wc
found —
Percentage of Spanish-speaking
employees to total employees 10.6%
Total yearly payroll of
Spanish-speaking employees S2. 095. 896. 00
Total weekly salaries of
Spimsh-speaking employees $40,305.69
Average individual weekly
s.ihry of Spanish-speaking
employees $63.87
quest)
depei liable weekly
h In the aggregate, h 85.000
PROl IT U'.l.l.
TELL IT TO GARCIA! SELL IT TO GARCIA!
KIFX —
Full-time Spanish-language
ASK THESE YANQUIS HOW KIFN SELLS!
NATIONAL TIME SALES HARLAN C. OAKES
New York Los Angeles
KlfN
860 Kilocycles • 1000 Watts
REACHING PHOENIX AND
ALL OF CENTRAL ARIZONA
CO
O
o -3
o
o
©
■
LU
Q-
►-
CO
o
o
CO 3
©
lowest
cost-per-thousand
in
Columbus, Ohio
l/WKO
cost-per-1000
is 49% lower
than closest rival
WVKO
delivers 5.4
average between
8 am and 5 pm
Pulse: Dec-Jon. '56
IrVVKO
Columbus, Ohio
Use the slide-rule
and call Forjoe
ADVERTISERS' INDEX
Affiliated Stations 91
\\:>- Film
I troadcast M usic inc. I i 0
CBS Radio Network
CBS-TV Film
Mid I l Ir,, up FC 20
NBC Spot Sales 12-13
i -. ( rriffin & Woodw ard, I nc.
ins. ill, 112. 114. lis
I'uls.-. Inc. 71
Sana ... 69
Broadca .. 66-67
Tulsa Broadca 80
Ziv 60-61
CKLW, Detroil .112
i TV, Little Hock .. 121
KBIG-TV, Los Aim. I- 6
KELO, Sioux Falls . 89
K ERi I. Eugeni 116
KFAB, Omaha
KFMB-TV, San Diego .... _ 77
KGB, San I 'iego
KIFX. Phoenix 1 l 6
KLUB, Salt Lake City 9
KMBC-TV, Kansas i L08
KMJ-TV, Fresno ...._ S6
Ki i VT-TV, Albuquerque - 87
KOIL, Omaha 56-57
KOIN-TV, Portland V|
K FIX, San Francis. 0 - 119
K PQ, Wenatchee s
KPRC-TV, Housti n tFC
KKIZ. Phoenix ...104, L09
KROD, El i 109
KIK )X-TV. San Francis. ., 99
KSYD-TV, Wichita Falls LOO
i. \ \ L-TV, Eugene .. 14
KVI hi, Tulsa 79
KWK, St. Louis ...... 23
KWKH. Shreveport 7
WAFB-TV, Baton Rougi L02
WAGA-TV, Atlanta i 0
WAVE, Louisville 92
WBAM, Montgomery .. 106
WBAY-TV, Green Bay .. _._ 120
WBIR-TV, Knoxville 93
VVBNS, Columbus, Ohio 10
WBNS-TV, Columbus, Ohio 7::
\\ BRZ-TV, Baton Rougi L06
WBT, Charlotte ... . 28
WBUF-TV, Buffalo ....46-47
\\ BZ-TV, Boston 17
\\ l :BS-TV, New York 15
\Y< :C< '-TV, Minneapolis 10]
v < i K. Akron ... .. 90
w i iBJ-TV, Roanoke I
WEHT-TV, Henderson .. 104
WFAA, 1 'alias .'.1
WFIL, Philadelphia 5
WFMY-TV, Greensboro, X. C. 97
WGN-TV, Chicago 96
u i [AS-TV, Louisvilli 65
\\ III', Kansas Citj 20
will. I, Hempstead, X. Y. 64
w i bi :. Philadelphia 48
WIBW, Topeka 122
\vi LS, Lansing 26
WITH, Baltimon BC
\\ JAC-TV, Johnstown 54
u .1 BK w .i BK-TV, Detroil 27
WJTV, Jackson. Miss. I I
w i i TV, I iklahoma City
WKZO, Kalamazoo 19
WI.F.T, Jackson. Miss. 83
WAIT, Ce.lar Rapids 1 I 6
WNAX, V/ankton 50
WNCT, Greenville, N. C 110
Wi iW-TV, ' imaha 1BC
WPEN, Philadelphia 3
WPTZ-TV, Pittsburgh L6
w RBL 'i \ , Columbus, i ■
\\ i : v, hington, D. C ' I
w i;i:\ TV Rockfi rd
\\ RGP, i :ha1 ti 81
w ROK, Rod oi d L08
WS.IS TV Winston-Sali 1 I 3
WSM-TV. Nashville 70
\\ S( >K Nash\ Ille 1 1 0
WSPA, Spartanburg, S. C 117
USFI'TN roledi 88
WTAR-TV, Norfolk
WTV.I. Miami 1 1 ■
wvki i, i :olumbus, o 1 16
WW i m ' w rton, D. C 68
RAPIDLY EXPANDING IN
THE PACIFIC NORTHWEST
The Eugene, Lane
County area has grown
into the LARGEST WEST
COAST MARKET between
San Francisco and
Portland.
It's 2nd in OREGON
and 5th in the entire
PACIFIC NORTHWEST,
with a QUARTER BILLION
DOLLAR BUYING POWER.*
It ' s yours with KERG.
*SM'56
5.000 WATrS-l280KC\
J13?i
EUGENE. OREGON
H/A A/r MOAE FA CFS ?
-COA/rACr W££D £ CO.
Eappj vacation.
I ion 't Eorgel j our portable.
WMT
Eastern Iowa's 52-weekswith-pay station
SPONSOR • 20 AUGUST 195( i
Peach of a
Market
It's 50™
the Nation
Population
1,780,500**
Families
457,700***
Total TV Sets
286,765***
* CBS REPORT TO FCC 1955
** SALES MANAGEMENT 1955
*** RETMA MAY 1, 1956
' \ ' < ' w . I « I % \ ■■-- < X <- , f*
s .
COMPUTED COVI«»M CONTOOM
^
WSPA-TV
BLANKETS THE
CAROLINA PEACH BELT
(Sparfanburg County alone
ships more peaches than the
entire state of Georgia.)
This "Peach of a Market" has
industrial payrolls of $973
Million; a farm income of
$247 Million; Spendable in-
come totals nearly $2 Billion.
THIS MAKES
WSPA-TV
A MUST BUY
IN THE CAROLINAS
NATIONAL REPRESENTATIVES
Geo. P.
Hollingbery Co.
257,000 WATTS
WSPA
AM-FM-TV
SPARTAN RADIOCASTING CO.
WALTER J. BROWN
Pres.
[ H B n n El
WSPA
TV
S PR R T R n I II RC.S.I
ROUND-UP
[Continued from page 83)
WERE'
Randle ready for conventions
WERE radio is offering its Cleve-
land listeners three-wa) l\ coverage "I
the national political conventions. I>\
using three RCA "Personal t\ receiv-
ers simultaneously, WERE personali-
ties Bill Randle, Phil McLean, Carl
Reese, Jerrj Bow man. Wall Henrich
and Tom Edwards have the three
major networks tuned in for "eyewit-
ness reports. Each of the six tells Ins
listeners what s happening at the con-
vention as he sees it happen.
* * *
Americans au,u from home have
been keeping up with the latest con-
What Are Pittsburgh's
Working Hours?
jujieir
l/irW/TTT
11 mm
ASK YOUR COLONEL
Factory shifts, office hours, unci
school hours are just a few of tho
farls your Colonel has :i--< niUrd
for rin-liur^h . . . and for 23 other
market! he represents!
pew
TKI.K\ [SION SALES
vention news 1»\ tuning in to interna-
tional short wave station WRUL.
Westinghouse Electric International
and Pan American World Urways are
i o-sponsoring \\ III I. - convention cov-
erage in English. Spanish language
digests of ''invention news are being
nsored In Philco International.
When WCKT (tv), Miami, took
to the air las! month The MiamiHerald
devoted a special 12 page section to
the station. Front page of the "spe-
cial ' featured a recap of the < areei <>l
\iles Trammell, president of the Bis-
cayne Television Corp., going hark to
hi- earl) days in radio. "" \t 61.' says
ihe Herald's t\ -radio editor Jack \n-
derson, "when the average man- plan
for the golden years is small scale
< hicken farming or a marathon of fish-
ing. Trammel] is merel) shifting into
tl.e second gear ol his career.
CANCER
Dupre (c) winds up WEBB Cancer Fund Drive
Bill Dupre, disk jockej at \\ EBB,
Baltimore, presented Donald II. Bladen.
executive director of the Maryland Di-
vision of l he American (lancer Society,
with receipts of the recent WEBB
drive. Campaign was part of a four-
wax promotion run 1>\ the station.
\\ EBB receive- free recoi ds foi plug-
ging particular songs. Records wen'
used as premiums 1>\ Quaker Oats
which distributed them to purchasers
n ho contributed to the I lancer Fund.
i See sponsor 1 1 June 1956 I \t the
left is WEBB's general manager, Bent-
le\ V Ste< hei .
# # »
\\ i\\\ will reactivate its product-
testing organization thai has been
dormant for the pasl few years.
Called the Consumer Foundation it
relies on several hundred listeners and
theii families who tesl products slated
in be advertised on WI.W. Commer-
cials are a< i epted onl) if a certain
percentage ol the testers recommend
the product and agree with advertised
claims. Rejuvenation of the Consumer
Foundation i- in line with the thinking
of Croslej s newl) appointed v.p. in
charge ol programing, \l Bland. He
feels that it will help bring listeners
into a closer association with t lit
station.
Mr. Magoo flying high in Rheingold display
An original cartoon character and
four inidividual storyboards will he
designed and de.eloped 1>\ ll'\ Pic-
tures. Inc.. \cw l oik. for the produc-
tion of a series of new 60-second Olds-
mobile television spots. The campaign
is being handled 1»\ the 1). P. Brother
\ucnc\ .
Vnother fJPA creation, the near-
sighted Mr. Magoo, is going to work
for Rheingold Beer on the retail level
as the star of some very colorful point-
of-sale promotion pieces (see abo\ei.
Magoo's sponsors have also pictured
Magoo On the side of their si\-pak
carton.
* * *
Production will start this fall on
the first Tarzan film series for televi-
sion. Filming will take place at the
studio- of California National Produc-
tions. Inc. in Hollywood. The series of
39 hall-hour programs will be avail-
able for distribution in Januarj 1('.~>7.
Correction: The call letters foi
K\<)k. Si. Louis, were incorrectlj
r en in Round-up for (> August. * * *
# # #
COMPARAGRAPH NOTES
i< ontinued !'<>ni page 7(> i
Toni Co.. North, Taiham -Laird: CHS alt M 8:30-
all w 8 S 30 pin . ■ i "ii hiii.
Tli all Th 10 NBI
nil sai ■- 'i mi , Sal 9 9 30 Dm . NBC, all
Sal 7 30 8 pm; NorUi NBC ill M 8 30 9 pm
U.S. Steel. BBDO: Cits, all W 10 11 pm
Warner-Lambert, KM Mil . alt Sat 10:30-11
pm
Welch Grape Juice. DCSS MIC. T r. :lT>-5:30 pm
Wesson Oil. Fitzgerald ens. m 12 12:15 pm; alt
Tii 8:80-4 pa
WutlnghouM, Mi i ens \i [o 1 1 pm . K Hi L-
i . i lis W 7 30 -
Whitehall Pharm . Hat.'. CHS M \V F 6:45-7
pm S 7:15-5 30 pm; T\i 7:30-8 pm; NBC.
all Sal 9:30 10 pm
White Owl. \\U MIC, Sun 10:30-11 pm
18
sponsor • 2<> \t i.t st L956
■
OLD PROBLEM. .NEW APPROACH!
For the first time, a dynamic, forthright, editorial
stand has been taken by a San Francisco television
station. KPIX's unique concept of community
responsibility was stressed again in its provocative,
three-part series . . .
"DECISION OR DILEMMA
—THE FACTS ABOUT RAPID TRANSIT"
This incisive television editorial, explaining the
massive, $750,000 Bay Area Rapid Transit Com-
mission Report, was the result of months of exten-
sive research and preparation by KPIX staff mem-
bers. Dramatically presented in simple terms, "De-
cision or Dilemma" enjoyed prime station time,
Thursday nights at 10:30.
Designed to stimulate public and legislative ac-
tion, "Decision or Dilemma" is credited by many
leading citizens with playing an important part in
bringing this pressing problerh nearer to solution.
Here is public service programming at its in-
fluential best. Public service programming that
serves an immediate community purpose.
Like all WBC stations, KPIX is convinced that
the station serving its community best, serves its
advertisers best. That's another reason why . . .
Script Writer Carol Levene, Cameraman Leo Diner, and Pilot
Bruce Walters take off for Bay Area aerial survey. Thousandi
of feet of film were shot and edited during the months sf
"Decision or Dilemma" preparation.
in San Francisco, No Selling Campaign is Complete without the WBC Station
CHANNEL
5
CBS
WESTINGHOUSE BROADCASTING COMPANY, INC.
RADIO
BOSTON WBZ + WBZA
PITTSBURGH— KDK A
CLEVELAND KYW
FORT WAYNE WOWO
PORTLAND K EX
TELEVISION
BOSTON — W BZ-TV
PITTSBURGH KDKA-TV
CLEVELAND KYW-TV
SAN FRANCISCO KPIX
SI'ONSOR
20 ALGIST 1956
L19
CHANNEl u_
WISCONSIN
. CBS . .ABC. .
Columbus, Georgia
... a Billion dollar*
TV market with
a population of
991,900**
♦ E. B. I. ** 1956 Survey of B. P.
CALL HOLLINGBERY CO.
Hohvrt E. husk, president of Benton & Bowles,
Inc. has been elected the agency's chief executive
officer by the hoard of directors, it the samt
it kiis announced that Atherton " . Hobler will
continue as chairman of the executive committee
and William R. Raker will remain chairman of the
hoard. Lush explained that tin- purpose of the
move was to streamline the management function
of the agency .so that its key executives can
more time to the creative and marketing problems
Of />' & R clients. I icepl lor a brief period. Lush
has been with 11 & R since L933. He has worki
all accounts served /<i the agency.
li ciidcll It. Campbell, has been named
national sales manager of General Teleradio's owned
and operated radio and television properties. < amp-
bell will coordinate national spot sales a' Italics
for the General Teleradio properties and 11 ill work
closely with HR and Adam Young, representatives
0) ilf Genera] Teleradio stations, in co-ordinating
national sales. He will headquarter at lilt) Broad-
way. N.Y.C. Campbell was previously v.p. in charge
OJ radio spot sales for CBS, and /trior tO that lias
V.p. in charge of station administration. He was
associated with CBS lot eighteen years.
>lie/i««'l J. Hovlw. until recently head of the
promotion and advertising seniles division of Level
Brothers, now holds the position of general manage}
of the corporate advertising services division. It
is one oi tun newly-created units designed to pro-
reatei specialization in the company s
advertising activities. Roche has been uith Levei
Brothels since L920 and for mine than a quarter
century has held executive positions in its advertising
department. The new division which he directs will
develop policies and procedures covering ad agt
onships as well as ad work in the company.
C. .1. "Chet" In Hovlw revealed that his
agency has negotiated with VB< lot a new
quiz shou to l>c sponsored this fall by Revlon.
Titled The Mosl Beautiful Girl in the World,
La Roche believes it is the only a created
slum so Im scheduled foi the coming season. Top
will be a quartet of a million do Speaking
ot the creation of the program by the La Roche
staff, Hanlt Booraem, v.p. in charge of radio & tv,
observed that "it was possible lot La Rot he to
develop a shou at the agency ideally suited
lor the sponsor's needs in a uat that a network or
independent producei could not."
120
-I'llNMIIi
20 \i gi st L956
Little Rock's POWER PACKAGE...
JOB
Affiliate
HAM-TV
Channel <#
POWER PREFERENCE • POWER PROGRAMMING • POWER FACILITIES
Power Preference
Across the board, Little Rock viewers
choose KARK-TV-
ARB Survey, June 1956-KARK-TV has
7 of the top 12 nighttime shows select-
ed by Little Rock viewers—
1. Highway Patrol- KARK TV
2. Your Hit Parade-KARK TV
3. $64,000 Question-Station B
4. Perry Como Show-KARK-TV
5. You Bet Your Life-KARK TV
6. I've Got a Secret— Station B
7. Badge 71 4- Station C
8. $64,000 Challenge-Station B
9. Lux Video Theatre-KARK-TV
10. Ed Sullivan Show-Station B
11. George Gobel Show-KARK TV
12. This Is Your Life-KARK TV
*Shown during same time period on
KARK-TV and station C. Combined
rating scores first place. Breakdown:
KARK-TV, 26.9; Station C, 19.1.
5 of the Top 5 Multiweekly Shows —
Network and local, KARK-TV viewers
voted for Channel 4 programming —
sweeping the first five places with —
1. I Married Joan— 3:00 p.m. Mon. thru
Fri.
2. News Final— 10:00 p.m. Sun thru Sat.
3. Queen for a Day— 2:00 p.m. Mon.
thru Fri.
4. Tennessee Ernie Ford Show — 12:30
p.m. Mon. thru Fri.
5. Evening News & Weather— 6:00 p.m.
Mon. thru Fri.
Major Share of Nighttime Audience —
From 6:00 to 10:00 p.m. KARK-TV cap-
tures the largest overall share of Little
Rock viewers. 62 quarter-hour firsts of
1 19 quarter-hours per week— the largest
audience in Little Rock.
Power Preference— Power Programming—
Power Facilities ... the KARK-TV Power
Package means Sales Power in Arkansas.
Represented by
Edward Petry & Co., Inc.
Power Programming
Network and local, quality program-
ming is increasing the already proven
Pulse audience lead of KARK-TV -
NBC Television — Programming voted
best by Little Rock viewers in the June
1956 ARB survey ... and KARK-TV
reperesents NBC's only exclusive outlet
in the entire state.
Top-Rated Local Programming— Special-
ized local programming for everyone—
from Pat's Party for the children to
News Final, the program 10:00 p.m.
viewers voted in the top Multi-Weekly
programs in Little Rock.
Power Facilities
KARK-TV facilities complete the power
package in programming and pref-
erence —
Higher Tower-Maximum Power— KARK-
TV's new tower-power package delivers
your message to almost all of Arkansas.
Operating on Maximum Power— 100,000
watts.
Full network color facilities.
One of the Tallest Towers in the Nation
—1,693 feet above average terrain,
—1,175 feet above ground.
Little Rock Plus 44-County Coverage . . .
Now your sales message to thousands of new viewers . . . the
facts inside the 100 mv m contour —
KARK-TV Coverage State Total
Counties
44 75
Population
1,028,300 1,785,000
Households
289,150 503,060
Spend. Inc.
$1,094,231,000 $1,876,635,000
Retail Sales
805,057,000 1,399,436,000
Gross Farm
Inc. 284,375,000 592,572,000
(Source: '56 SRDS Estimates of
Consumer Markets)
^ CHANNEL 4 NBC Affiliate
CHANNEL 4 NBC Affiliate
Little Rock, Arkansas
SPONSOR
20 AUGUST 1956
121
Lets Get Back To
RADIO BASICS
On ill on of VVIBW's 30th anniversary, we made a
surve) and came up with some Mauling findings. Only a
handful of old timers are familiar enough with basic radio
facts id judge the effectiveness ol a station's coverage and
audience.
Because distorted "salesmanship" and half truths have
jeopardized the foundation upon which radio has been
built, we are reproducing TWO BASICS OF RADIO
COVERAGE that will help guide your selection of any
I S station. Studv them. Use them. 1 hcy're fundamentals.
Down To Earth
The better the ground conductivity, the better any
station's signal. The first step in evaluating a station's
coverage is to locate it on this map. Note that WIBW
is favored with the nation's highest ranking ground
conductivity. This means that people living in four
states can hear WIBW clearly, easily. And it's this
same, wonderful soil that accounts for the rich Kansas
farm land and the wealth of die farm families that
make up the majority of WIBW's stead} Listeners.
Power Is Not Enough
I he higher a station's frequency, the smaller its cov-
erage. High power and high frequency cancel each
other out. For example, let's check WIBW on this
table. Our 5,000 watts on 580 ko, with excellent
ground conductivity delivers a socking DAYTIME
half-millivolt signal in every direction for 200 miles.
No wond( i the old timers use WIBW so consistently,
rhey'n getting RESULTS because they're getting
maximum (overage at minimum cost. Isn't this some-
thing thai you too should consider?
APPROXIMATE RADIOS 01 HALF-ULLIVOLT 00WT00! - DATTIVE
Excellent
Good
Fair
Poor
Very Poor
r -eer
Frequency
Ground
Cr tnd
Ground
Ground
Ground
( G40kc
502 nllee
207 ollee
151 Biles
115 miles
76 nllee
Clear Channel
( 870kc
217 ■
150 "
109 "
82 ■
64 "
Station)
£0,000 »»u?
( 970kc
132 "
152 ■
96
72 ■
48 •
(1190kc
•
106 «
77 "
58 ■
59 "
(1460kc
-
85 "
62 «
47 "
51 -
(1490kc
122 "
85 "
61 "
46
50 "
( SSOkc
257 "
162 "
118 •
89 "
59 "
ner.ional
( 650kc
20S ■
141
105 "
77 •
51 "
Channel
Stations
( 880ke
145 -
97 ■
71 •
55 "
55 "
6,000 watts
( 950kc
151 "
90 ■
66 "
49 "
55 "
.
101 ■
50 "
58 "
25 "
(i4:okc
84
58
42 •
51 "
a -
Local Channel
(1200kc
"
:a
27 "
20 "
14 «
Stations
(liOOkc
ts
50 "
22 *
16 "
11 •
5jp ..tu
rfUNTLHS' INK fot Apnl tt, 19,0
For free 8x10 copies of the above charts, call your Capper Man
OUR
30th
YEAR
TOPEKA, KANSAS
Ben Ludy, Gen. Mgr.
WIBW & WIBW-TV in Topeka
KCKN in Kansas City
Rep. Capper Publications, Inc.
122
Sl'ONSOK
20 u 1. 1 st 1().%
New $ peak
in spot radio
'Isolation" in
spot tv pitch
Chicago color
tv sponsors up
Sears tests for
color tv sets
NBC gets new
nighttime profile
Who pays
star's annuity?
Itl I'OIM TO SPONSORS tor 20 August 1956
f Continued from /><!?/<• 2)
Spot radio sales reached a record high in dollar volume the first
six months of 1956, according to an intra-organization report of the
Station Representatives Association. Spot total for first half of
this year was $65,647,000, or 2.7% over the previous six-months peak
record, $63,918,720, established in 1953. Latter statistics were
computed on a seasonal basis from the full year's FCC report of
$129,600,000. Price Waterhouse compiles the SRA statistics.
-SR-
Are tv stations in smaller markets doing a good job of keeping
national spot buyers apprised about their local situations? Here's
a highly significant view on the small market dilemma that SPONSOR
obtained from the tv-radio director for one of the top soap companies.
He thought too much stress was being put on total sets by many smaller
markets. Location of the market is often more important. It can be
a no "name" market with but a moderate number of sets, but its
isolation from competitive coverage can be so pronounced as to make
it an attractive buy for a national distributor.
-SR-
Color tv has caught on substantially with Chicago advertisers. Four
of them are using it regularly over WNBQ. They are: Goldblatt ' s
department store, Santa Fe, Armour and Squirt Beverages.
-SR-
Considered by Chicago agencymen as good signpost to Chicago viewers'
disposition toward color tv is Sears Roebuck's current bid for color
set sales. Sears has just bolstered its introduction of $595 color
set in Chicago area with saturation campaign of 35-40 spots weekly
for 3-week period over WNBQ, NBC's all-color outlet.
-SR-
Major last-minute program changes at NBC TV leave only Wednesday and
Thursday night schedule unaffected. New shows include Most Beautiful
Girl in the World Monday 9-9:30 p.m. and Noah's Ark Tuesday 8:30-9
p.m. Network also adds Break the Bank Tuesday night at 10:30. Latter
show with upped $250,000 jackpot moves over from ABC. New in-network
switches bring Big Surprise to Tuesday night at 8 and People Are Funny
to 7:30 p.m. Saturday spot. Innovation is provided by Chevy Hour
with split scheduling. The Bob Hope-Dinah Shore series will get two
showings a month, at 9-10 p.m. on Fridays and 9-10 p.m. on Sundays.
-SR-
Here's a stickler the program gentry on Madison avenue expects to be
answered by House Anti-Trust Committee's probe of network-advertiser
relations in New York this November: Who actually absorbs the obliga-
tions for name talent — and producers — the networks have under long
term contract when these people are not working? Does the network
write it off as a cost of doing business, or is it passed on as a
hidden item to the sponsors of other NBC created and controlled shows?
Point of this query was sharpened by fact Committee has asked net-
works to sumbit their contracts with advertisers. Some of the network
talent commitments extend from 7 to 15 years. In several cases
there's yet no indication where such long-term stars will fit in the
network's 1956-57 program plans.
SPONSOR
20 august 1956
123
SPONSOR
SPEAKS^
Dynamic change in Canada
Americans (and l>\ thai we mean
citizens of tin- I nited States i are
proud of the economic progress being
made in this country. Another group
of Americans (and by thai we mean
citizens of the Dominion of Canada)
are equall) proud of the economic
progress they are making. Some "I the
highlights of this Canadian progress
.ire delineated in SPONSOR'S L956 sec-
tion on Canadian radio and television.
This section, for the first time, is heing
printed in self-contained form and ac-
companies thi> issue.
We urge I .S. advertisers who have
not taken serious note ol what's hap-
pening north of the border to look
more closeh . ^s sponsor's special sec-
tion points out, the reseml I inces be-
tween < ianada and the I .S. are strik-
ing. Both are increasing mightil) in
population, both are turning out in-
creasing quantities of goods, both are
seeing a rising standard of li\ ing
among their people and ' not least of
all i both are undergoing dynamic
changes in the development of the two
air media.
To expound on the latter (a subject
close to our heart i : Canada has in four
swift years seen more than half of it-
homes equipped with t\ despite the
fact, for instance, that more than half
o| iis domes do not have an elect i i-
or gas stove. \t present 35 stations in
.'■>.'■! markets cover 86' . of all Canadian
homes.
I ii tails on all these developments can
be found in SPONSOR'5 Canadian sec-
tion. Take a look at it. You may want
to get to know the Canadians better
someday. Thev are worth knowing.
* * *
Tv factfinding
Out (d the second meeting of the
Association of Maximum Service Tele-
casters i A VIST I. held in Chicago in
earlv August, has come the decision to
take immediate steps in helping de-
velop factual tv engineering standards
that will assist the FCC to draw basic
conclusions.
To prove they mean business, the
97 AMST menibei stations (including
three uhf's I have appropriated $100,-
000 for a definitive signal study of 35
markets using mobile measurement ve-
hicles and other devices that will ac-
cord with FCC standards. The first
studies will be made in Portland. Ore-
gone: New Orleans and W ilkes-Lai re.
the markets in which AMST s present
three uhf member stations are located.
The objective is to compare uhf with
\hf in actual engineering results and
to measure actual results againsl theo-
retical expectations under assumed
standards.
AMST has reason to believe that the
FCC. far from considering their ac-
tivity presumptuous, will welcome it.
FCC commissioners and personnel
have frequentlv complained that the)
are severelv handicapped by the lack
of factual standards for television
that they must often work in the dark.
Limited bureau funds have not made
their problem lighter.
AMST will be heard from on impor-
tant fronts. Their aims are forthright
and they are geared for action. Chair-
man Jack Harris. \ ice president of
KPRC-TV, Houston. Jack DeWitL
presidenl of WSM-TV, Nashville, i-
chairman of the engineering commit-
tee. Lawrence H. Rogers, vice presi-
dent of WSAZ-TV, Huntington, is
chairman of the public relations com-
mittee.
To become an AMST member, a sta-
tion must be employing its maximum
e.r.p. authorization for the benefit of
the area it serves.
# * *
Man bites dog
The) do things in a big way down
in Dallas. Even the man-bites-dog
stories take on a certain scope. Con-
sider the Crook Advertising Agency of
Dallas. Instead of the usual crowded
reception room. Crook has set up a spe-
cial room for media representatives
which is practii allv a home awa\ from
home.
The rep room has citv maps, direc-
tories, telephone, transportation time
tables, typewriter, stationer) and other
facilities. It even ha- a kneeling pad
for client salaaming and a moaning
wall for those who didn't get as much
business as thev want. \ll this and free
(<ikes for drowning troubles.
It sounds like a lot of fun and good
business too. It's the smartest buyers,
we've alwav- observed, who go out of
their wav to make life plea-ant for
sale-men w Im call on them.
Applause
Project information
In recent years a revolution has oc-
curred in American business and in
advertising parti* ulai lv . \\ e refer to
the extent to which business has
learned to base it- decision-making on
facts-in-depth.
\b dia .0111 media -ale-men have
played an important pari in helping to
piov ide belter and dcrpei la i- 'or ad-
vertising decision-makers and in par-
ticulai the national representatives "I
radio and television stations todav
have become one of the most impor-
tant sources of data.
The most dramatic example to come
along m- ciil lv of this expanded roll of
the representative i- piov ided b) Pe-
ters, Griffin. Woodward's jusl unveiled
'"|'i ojeel fnfoi maiion" i see new- stoi j
this issue, page 39 I. For e b market
in which it represents a radio or televi-
sion station, LOW has prepared a com-
prehensive I kid which consolidates
information from do/en- of sources.
ImIi of the 1 klets i- v ii lualb i
tour of the market it covers. It 8] ans
pi incipal industries, historv of the mar-
ket, weather and living conditions,
-ale- figures, college enrollments. In
addition to information on the sta-
tions LOW represents, the booklets list
all competing stations in the market
ami information on local newspapers
a- well.
W e applaud this kind of contribu-
tion and we hope thai L< .W '- "Troj-
ecl Information'' will stimulate similar
projects in ever) facet of the air media.
121
SPONSOR
L'd vi i.i -i 1956
JOHN BlAlK 4 CO BlAit TV. INC.
MEREDITH "R<zdi» «utd 7elet>iii*«, STATIONS
affiliated with Better Homes and Gardens and Successful Farming magazines
Greatest food
I
merchandiser
in America!
Baltimore supermarkets and corner groceries . . . Baltimore chains and
independents . . . W-I-T-H delivers them all to you with the most powerful
assortment of food promotions ever created by a radio station. Here's the
"merchandising muscle" W-I-T-H will give your grocery product over a
13- week period.
# W-I-T-H Feature Foods Merehuiulising Service. You get all this:
1. A minimum of 60 store calls in high volume groceries, including
point-of-purchase merchandising such as increasing shelf exposure,
restocking shelves and installing displays for your product.
2. A minimum of 20 special one-week displays.
3. 20 days of Bargain IJar promotions in chains and supermarkets, plus
additional merchandising by demonstration, sampling, couponing, etc.
4. Complete merchandising reports issued to you twice each 13 weeks.
# W-I-T-H Chain Store Food Plan, providing for dump, end-of-aisle and
shelf extender displays in leading chain stores.
# W-I-T-H Weekly Merchandising Service with independent GA Stores.
# PLUS merchandising letters . . . PLUS trade paper advertising of your
product . . . PLUS potent advertising material for your own salesmen's kits
. . . PLUS personal supervision by head of W-I-T-H Merchandising Dept.
Add W-I-T-H's low, low rates and W-I-T-H's complete coverage of Balti-
more's 15-mile radius . . . and you've got the station that delivers the groceries!
Buy
Tom Tinsley
President
R. C. Embry
Vice Pres.
c o
F I D E N C E
National Representatives: Selecl Station Representatives in New York, Philadelphia, Baltimore, Washington.
Forjoe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta.
MAGAZINE TV AND RADIO ADVERTISERS USE
SECTION TWO OF
SPONSOR 20 AUG. 1956
nd (lass Mail
l>riiileges authoi
at Baltimore, Mil.
20 August 1956
CANADIAN
Latest facts on
population trends, spending,
saving, production
RADIO AND
TELEVISION
Buying .1 n < ! selling trends.
programing, radio
grow tli i- detailed
PAGE 8
TELEVISION
For the first time!
This war. SPONSOR'S annual
coverage of the Canadian It
tint! radio scene is produced
as a separate publication
Dimensions of video are
described, client problem-
are analyzed
page 10
RADIO FACTS
Data on home ownership,
listening, sel growth
shown in charts
PAGE 12
*^ TELEVISION FACTS
Coverage oi t\. up-to-date
li-t of stations
shown in ihart-
HERE'S WHY
4m All-Canada represents 29 key radio
' stations.
^y All-Canada represents 17 strategic
Y Canadian television stations.
All-Canada Programs distribute the
finest packaged radio and television
snows in Canada.
All-Canada offers fast, authoritative
coverage data and Canadian market
information as a service to all clients.
ALL-CANADA^f TELEVISION
CHWK
Chilliwack
CKBI
Prince Albert
CFJC
Kamloops
CKCK
Regina
CKOV
Kelowna
CKRC
Winnipeg
CKPG
Prince George
CJAT
Trail
CJCS
Stratford
CKWX
Vancouver
CKOC
Hamilton
CJVI
Victoria
CKSO
Sudbury
CFAC
Calgary
CFRB
Toronto
CJCA
Edmonton
CFPL
London
CFGP
Grande Prairie
CKLW
Windsor
CJOC
Lethbridge
CFCF
Montreal
CHAT
Medicine Hat
CHNS
Halifax
CFNB
Fredericton
CJLS
Yarmouth
CHSJ
Saint John
CJCB
Sydney
CFCY
Charlottetown
CJON
St. John's
CJONTV
St. John's, Nfld.
CKLW-TV Windsor
CJCB-TV
Sydney
CKNXTV
Wingham
CHSJ-TV
Saint John
CKSO-TV Sudbury
CFCY-TV
Charlottetown
CJIC-TV
Sault Ste.
CKWS-TV Kingston
Marie
CHEX-TV Peterborough
CFPA-TV
Port Arthur
CHCH-TV Hamilton
CKX-TV
Brandon
CFPL-TV
7h
London
CKCKTV Regina
CHCTTV Calgary
'%
CJOC-TV
Lethbridge
ALL-CANADA RADIO
FACILITIES LIMITED
VANCOUVER • CALGARY • WINNIPEG • MONTREAL • TORONTO
No
w
0JUSE3 August 1956
Canadian Radio-Tv
44
WE, TOO
ARE ALL
FORJOE"
4- CJIB
VERNON
BRITISH COLUMBIA
I forth
OKANAGAN
OKANAGAN
A
CKOK
PENTICTON
BRITISH COLUMBIA
BLANKETING
OVER —
OF THEIR
RESPECTIVE
MARKETS!!
90%
NOW REPRESENTED IN
THE U. S BY
FORJOE &C
Editor and President
Norman R. Glenn
Secretory- Treasurer
Elaine Ccuper Glenn
Vice President-Genl. Manager
Bernard Piatt
EDITORIAL DEPARTMENT
Executive Editor
' Miles David
Managing Editor
W. F. Miksch
Senior Editors
Alfred J. Jaffe
Evelyn Konrad
Jane D. Pinlcerton
Assistant Editors
Robert S. Solotaire
Lois T. Morse
Joan W. Holland
Erwin Ephron
Contributing Editors
Bob Foreman
Joe Csida
Art Director
Donald H. Duffy
Photographer
Lester Cole
ADVERTISING DEPARTMENT
Advertising Director
Arnold Alpert
N. Y. Headquarters
Charles W. Godwin
Midwest Manager
Kenneth M. Parker
Western Manager
Edwin D. Cooper
Production Manager
Jean Enqel
Advertising Staff
Charles L. Nash
Marilyn Krameisen
Georqe Becker
Circulation Department
Beryl Bynoe
Emily Cutillo
June Kelly
Office Manager
Catherine Scott Rose
Accounting Department
Laura Oken
Laura Fazio
Secretary to Publisher
Carol Gardner
SPONSOR PUBLICATIONS INC..
combined with TV. Executive.
Editorial, Circulation and
Advertising Offices: 10 E. 10th St.
i 19th >* Madison) New York 17,
N. Y Telephone: Mi rmv Hill
B-2772 Chicago Office: 161 F.
Grand Ave. Phone: Superior 7
Loa Lngelea Office: 6087 Sunset
Boulevard. Phone: Hollywood
1-8089 Priming Office: 3110 Elm
Ave., Haltimore 11, Md
Subscriptions: i nlted sin
a year Canada and foreign JO.
Single coplet JOc Printed In '
Addreai all correspondent
in E. 19th St., New York 17,
N. y MUrray urn S i>772.
Copyright 1958
HAMILTON, CANADA
99%
GREATER CIRCULATION
than any other station
in this area according
to the latest
Elliott-Haynes Circulation
report
EHUEB
HAMILTON, CANADA
83%
GREATER COVERAGE
than any other station
in this area according
to the latest
Bureau of Broadcast
Measurement
H'l'HH'H
HAMILTON, CANADA
MORE AUDIENCE
CHML leads in
Elliott-Haynes Surveys:
Day Time, Night Time
Ca. listenings. Out of Home,
Early Morning and Area.
HAMILTON, CANADA
REPRESENTATIVES
CANADA
Toronto —
Stephens & Towndrow Limited
Montreal —
National Broadcast Soles
Vancouver — John R. Hunt Assoc.
USA
Canadian Station Representatives
EEEECEIl
>I'<>\M>I( I \ \ \l)l \\
20 w «.i si 1956
re than
MILUON
pi
*h
n - BIUION
dollar
AlBEW*
SIMMS
?s»*
M.BERW
"Population I 1955 i 1,066,000
'Retail Sales I L955) $1,019,000,000
**January-April, 1956 UP 8.6%
Households (BBM, 1956) 297,600
Total BBM i 1956) 290,740
9795 "I Vlberta Households an- <l«Tivrr<'(l by:
CJCA < I \< . C.IOC...CHAT...CFGP
Repi esentatit es . . .
U. S. A.
Weed <K Co., N«'\» York
I lanada
Ml Canada Kadio Facilities Ltd.
I oronto
Bureau <»/ Statistics i-di't <>/ the Province »l
llberta
Dominion <>/ Canada Bureau <»/ Statistics
(Z-JXO-rL&Ztl^Ls
SPONSOR CANADIAN ISSU1 • 20 IUGUS1 1956
N^,
fir^
Canadian standard of living has
risen to new heights. To reach
the Dominion's 3,867,000 wealthier
radio homes, sponsors arc riding an
annou <m radio. I
tor tv, saturation has passed
the half-way marl:. 35 station.
on the air but time is ti^ht
jr "*»
CANADIAN RADIO AND TELEVISION: 1956
Project Editor: Alfred J. Jaffe
fej
*
A*
,%*
**"
#fc
i
rff
MARKET— PAGE 6
Latest facts on population trends,
spending. saving, pio.ltict i. m
RADIO — PAGE 8
Buying and selling trends, prograi
ing, radio growth are detailed
^« TELEVISION — PAGE 10
Dimensions oi video are describe
client problems are analyzed
£J^ RADIO BASICS— PAGE 12
Data on home ownership, listening
set growth shown in charts
«^ TELEVISION BASICS— PAGE 14
• loverage oi tv, up-to-date lisl
stations shown in charts
1
CANADIAN MARKET
OIL AND REFINING
Canada i- becoming important sourci
of oil. Picture below, which shows
Imperial Oil's catalytic cracking plant
in Montreal, symbolizes also the
Dominion's growing industrial strength
ST. LAWRENCE SI \\\ 41
Canadian electric power will be upped by the
development of St. Lawrence Seaway. Xrtist's
■ -how- main construction features ol
international section above Cornwall, Ontario
I'OI'l LATION : Baby Loom i- -ending Canadian population to new heights. Dominion
year census ol population and agriculture, taken in June of this year, i- expected to -I 0 |
population of In.lKKI.OCO. about 2.000.000 above 1951. Immigration i- another factor in
THE CANADIANS: THI
SHARP RECOVERY FROM 1953-54 RECESSI01S BRINGS
HIGHEST STANDARD OF LIVING /\ THE HISTORY OF THE
DOMINION'S 16,000,000 PEOPLE THIS ) EAR
trout l,2C0,000 immigrants have entered Canada
f war. Government projections indicate population
..'.i HK.t 1,0 and 22.000.000 in about l.i \,-ar-
SUBURBAN GROWTH: Investment in new rr-idrntial construction i- running at rate
about double that of earU !T>u's. Much of new construction i- in suburbs of large
metropolitan areas. Some experts expect L956 census will show growth in urban ci
ii
VER HAD IT SO GOOD
In describing the Canadian market,
the temptation to compare the Domin-
ion to its southern neighbor is irre-
Ue.
And with good reason. The two
countries are as comparable as any
can be in this diverse world. Take a
gander at some of the similarities.
The) speak the same language, agree
on the definition of democracy. The)
share a common border, outlook and
a I >race of radar belts. Both countries
are divided into roughly the same geo-
graphic regions and the sun is over-
head at the same time. Citizens of
Montreal and Xew York rise and retire
at the same absolute hour and ditto for
Vancouver and Los Angeles.
Both countries are enjoying an un-
precedented economic boom. Even
their recent recessions ran almost par-
allel in time. Their mothers are equal-
ly fertile: (heir medicine is equalb ef-
fective. \n increase in the proportion
of people at both ends of the life span
is taking place in both nations.
The two countries are blessed with
great natural resources, but both are
priinarilv urban. Their families are
getting richer, moving to the suburbs
and consuming increasingly greater
quantities of goods and sen ires. Their
middle classes are ballooning in num-
bers, buying automobile- houses, ap-
pliances at a healthy clip, shopping at
huge suburban shopping (enters dur-
ing weekends and broiling steaks over
charcoal on the patio. Their farmers,
perhaps too efficient for their own
good, are having trouble with prices.
Let's zoom in and take a closer look
at some of the Canadian marketing in-
dicators.
Last year Canada experienced a
sharp recovery from the mild recession
running from mid-1953 to mid-1954.
On a Dominion-wide level, practical!)
all the marketing indices were up —
gross national product, production, re-
tail sales, spending, saving, wages. The
overall consumer price index remained
level, firm evidence that Canadians are
better off than ever before.
Gross national product leaped from
S24.3 billion in L954 to $26.8 billion
in 1955. ($ equals Canadian dollars).
This followed a slight dip in GNP,
which was $24.5 billion in 1953. Pro-
duction in all major industrial groups
was up last year with primary goods
(farming, fishing, trapping-, mining.
forestry and public utilities) up most.
Dollar income of every industry cate-
i"i\ A\as up, too. (Interestinglv
enough, total labor income in farming,
fishing and trapping was down.)
Canadians spent more monev in
1955. Personal expenditure, which was
$15.8 billion in 1954, rose to $16.9 bil-
lion in 1955. As of 1 Vpril 1956, the
average wage of hourly-rated wage-
earners in manufacturing was $61.81.
When prices are taken into account,
the Canadian factor) worker- wages
show an increase of 22 ft from L949 to
1955. At this rate, Canadians will
double their standard of living in less
than 30 vears.
The 1956 census is expected to -how
a population of around l(> million, '2
i lillion higher than L951. I!v L956 the
i, umber of people in the 20-24 age
group w ill be 32| I bigher than toda) .
B) L970 ii will be <>l". . * * *
SPONSOR i \n ID! \x i--i i.
20 \i ..i st 1956
2
CANADIAN
Selective audience approach in local radio programing is growing trend as ft disperse
railin sets and personal listening grows, ^bove, Red Robinson, d.j. of (JOR. Va iver's
"Theme For Teens" show before 2,000 teenagers at windup of school cheerleader contes
CANADIAN RADIO ANNOUNCEMEI
SATURATION (. I UP 1/GNS, IN-AND-OUT BUYING, WEEKEND SHOPPING DRIVES. DEMAl
A% l . S. radio man surveying the
Canadian radio scene these days would
more likel) than not be impelled l<>
mutter: "This i> where I < ■nine in.
This is because the resemblances be-
tween the recent changes in radio on
both sides of the border are nothing
less than startling.
The changes, of course, are due pri-
marih to tv. In the I .S. the clironolo-
•\ of radio change went something like
this: (1) introduction ol t\. (2l drop
in nighttime listening, 1 3 1 drop in
network business, (4) initial Erighl and
loss ol nerve on the pari ol radio
broadcasters, (5) daytime listening
and business holds up, (6) g row ing "I
out-of-home, out-of-living room and
pei -"H. il listening, i 7 i intensh e pro-
mol ion of radio, (8) rediscovei \ of
radio on the pari of ail\ ertisers, 1 9 i
resurgence of spol radio advertising.
The Canadian experience is not a 1
carbon copj of these steps but is prett\
close. There are different -e> ".rowini;
out of network operation 1>\ the gov-
ernment (Canadian Broadcasting
( ol p. i and the tight t\ time situation
due lo the (,BC s one-tv-slation-per-
market polic) . Vnd ( Ian idian i\ satu-
ration is Mill behind thai ol the I .S.
so Canadian radio has not run 1 1 u-
gamul of ihe steps above. Exactl)
w here ( Canadian radio is at llii- time IS
detailed beloM :
Radio dimensions: Ihe bi-annual
report of the Bureau "I Broadcasl
Measurement (Canada's broadcaster-
,'ih ei tisej agencj station circulation
measurement g;i oup I pul the numbei
of radio hone- as of I Januan L956
SPONSOR ' n \ni \n ISS1 I
20 iugusi 1956
."1 .)
MRS. R. ROWELL, 2096 E. PENDER ST.. VANCOUVER
WINS $5,17000
| I With th. Correct Aruw.r, to Treasure C host Riddle No. 1 2 - *
!-"A POCKET
V
i
/
(.i\«'-av,;n shows, Imij; popular in Canada, continue to attract
ludienccs. C1IIB. \anaimo. B.C.. "Trea$ure Che$t" winner is
shown above. Station received 1,021,425 letters in 6 months
Rate
changes 1946-1956
Average cost
Radio
of 1 minute
Minute
homes
class ""A"
cost
Year
index
on all
index
1946
100 00
$ 7.04
100.00
1947
126.45
$ 7.44
105.68
1948
129.63
$ 7.74
109.94
1949
146.67
$ 7.90
112.22
1950
147.90
$ 8.12
115.34
1951
152.42
$ 8.73
124.01
1952
155.99
$ 9.33
132.53
1 1953
161.77
$ 9.75
138.49
I 1954
169.26
$10.04
142.61
1955
171.93
$10.30
146.30
1956
175 09
$10.70
151.98
Cost of
Cla>> "A" minutes, avera
ged for all
radio stations was calculated by Broadcast \<l
vertising
Bureau, shows
cost has las
gi d behind
10-year ri
se in radio home ownershi]
in Canada
E THE TREND
'E. CH 1RACTERIZE SPONSOR STRATEGY
at 3,867,660, or a saturation of 96.7%.
Saturation is prettj evenl) spread over
Canada with no province except New-
foundland having a figure less than
94%. Newfoundland itself has a
saturation of 90.1 ' , .
The 1954 BUM radio figure was
3,727,000 or 90.4' < home owTnerslii;i
of radio. Canada is obviousl) satu-
rated in the real sense of the term and
has hern for sonic lime. I lie differ-
ences in home ownershi]) between
1954 and L956 are not >Slmi i lirant sta-
tistically. They serve, however, t"
point ii] i the fact that, as in the U.S.,
practically every Canadian family that
wauls a radio has one.
Man) Canadians, of course, bave
more than one. Just about a million
families had more than one house-
hold radio and about 900.000 had at
least one auto radio, according to the
Dominion Bureau of Statistics esti-
mates of September 1955. (Total
households in September were 3,872,-
000. 1 The number of auto radios had
gone up about 12% since September
1954, but the number of multi-set
homes remained about the same.
Badio set sales, however, indicate a
growth in multi-set homes and an even
greater growth in auto radio homes.
Set sales in general have been steadily
rising. In 1954 total set sales were
487,000; last year thev were 610,000.
During the first five months of this
year sales were substantially above the
corresponding figure for 1055 262,-
000 as against 211,000 last year.
\uto set sales in 1055 were almost
double those of 1951 and during
{Please turn to page 15)
Network business i- declining. r-piciall)
at night. Among man) ~liows still sponsored
during day is Canadian-produced "Happy
Gang." Clients include General Foods,
Carnation Milk, Robin Hood Flour Mills
SPONSOR i \\ \I)IAN ISSUE
20 aucust 1956
3
...
- v
CANADIAN TELEVISION
m *
CANADIAN TV:
HOMES 52%;
TIME TIGHT
WHILE EM) OF OXE-STATION-
FEIFll 1FKET IS l\ SI CUT.
RELIEF \OI EXPECTED TIFF '58
Stations on air now total .i.">
in 'SA ni.ii kets. \i right, tower
oi < ILH-TV, I ethbridge Vita.
It took Canada less than four \ears
to reach the 50' i level of home owner-
ship. It took the wealthier U.S. a little
over four years to reach that level.
Even taking into account that Cana-
dians near the border could tune in
U.S. tv before the first Dominion video
outlet took to the air (onlj 2'. did)
the rise in tv ownership is remarkable
in a country where only a little more
than half the homes have central heat-
ing, where six out of 10 homes have
no electric or gas stove, where half the
homes have no vacuum cleaner and
where three homes out of 10 have no
telephone.
The Canadian Broadcasting Corp.
estimates tv ownership at 52% on 1
July and figures that bv 1 January
1957 about 60' < of Canadian house-
holds will have one or more video sets.
At present 35 stations in 33 markets
are on the air. They cover 86' < ol
Canadian households, which means
that 60% of the homes which can re-
ceive tv at present do so. The actual
number of homes with tv sets, accord-
ing to CBC. was 2,040.000 as of 1
July.
With only two of the approved sta-
tions not yet on the air, however, Ca-
nadian tv appears to be pausing slight-
ly. Set sales this a ear are down. Sales
to dealers for the first six month-
totaled 216,196 compared with 245,917
during last year's first half. The Do-
minion appears to be waiting for a
change that would undoubtedly pro-
vide a tremendous spurt to tv business
— the end of the government's one-
station-per-markel polic) .
Time shortage: The one-station-per-
markel polic_\ is |he most all-embracing
fact of Canadian tv life. The onl) ex-
ceptions (and tin \ aie really not ex-
ceptions) are in two markets Toronto
and Ottawa — where both English- and
French-language stations are operating.
The policj evolved out of the govern-
ment's belief that the quickesl ua\ to
pro\ ide t\ sen ice to the Canadian peo-
ple was to prevent private operators
[rom rushing into the biggest markets
first and forget about the small ones.
In carrying out this policj the gov-
ernment-owned Canadian Broadcasting
Corp.. lo the c!ia; lin of private broad-
< astei -. Stat ed i ul is its ow n domain
am ' HE3EHE
,_ I w w 1
I .S. -originated "Dragnet," l:k< many other shows from south of
border, i- popular in Canada. Most of top-rated shows come from
I'.S. Syndicated shows like "Highway Patrol," center (Ziv-
produced, distributed by All-Canada) find easier clearance- in
non-connected market-. Film processing facilities are improving
in Canada. At right, S. W. Caldwell's new animation stand
six large Canadian markets — Mon-
treal. Toronto, Vancouver, Winnipeg,
Ottawa and Halifax. Except for the
latter, these are the largest cities in
Canada. Consequently, there are. in-
cluding the two French-speaking sta-
tions, eight CBC outlets on the air. the
other 27 being private. The CBC sta-
tions covered, as of 1 Januarv 1950.
1,126.000 tv homes.
Private broadcasters not onl\ main-
tain that they could supply tv service
just as fast as the CBC but point out
that the government's policy squelches
program competition and puts an ab-
solute ceiling on the amount of tv ad-
vertising that can be accomodated.
The entire Canadian broadcasting
picture is now being studied by a Royal
(Fowler) Commission. This group is
expected to make its report next year.
The belief is widespread that the Fowl-
er Commission will recommend an end
to the one-station-per-market policy.
Even if it does so, however, restrictions
on tv advertising will probabl) not be
effectively removed until 1958.
So until then, advertisers and agen-
cies will have to struggle along with
a tv economy of scarcity. Prime net-
work and announcement slots are al-
i lost impossible to find, so far as new
advertisers are concerned, especially on
the interconnected stations, now con-
fined to Ontario and Quebec. The use
of kines for network shows on non-
interconnected stations gives broad-
casters a little elasticity, but clearances
are still tough. Most of the Canadian
agencies contacted by sponsor reported
that the time shortage is getting worse
and the line of advertisers wanting to
gel into tv is getting longer.
Network tv: The statement that prime
network slots are almost impossible to
find is subject to one important quali-
fication. An advertiser willing to ac-
cept a live Canadian-produced show
will not have much trouble getting on
the network.
This is another important fact of
tv life advertisers must live with. It
arises out of CBC's determination to
develop Canadian talent and the re-
sources associated with tv show busi-
ness, as well as provide what it con-
siders well-rounded program fare for
all segments of the Canadian popula-
tion. Otherwise, CBC fears, Canadian
tv (and radio as well) would be in-
undated with U.S. programs whose cost
has been wdtollv or partly amortized
south of the border.
Exactly how this policy affects ad-
vertisers in a specific instance is not
always clear. The Association of Ca-
nadian Advertisers, in a brief presented
lo the Fowler Commission last June.
complained that the lack of definite
regulations covering the content of tv
programs was confusing to both agen-
cies and advertisers.
However, one source familiar with
CBC network operations said the fol-
low ing rank of CBC program prefer-
SPONSOIi I \\ Mil \\ ISS1 I
20 \i i.i si 1956
ences would provide a rough guide to
an advertiser contemplating a network
tv buy: (1) Live Canadian shows, (2)
Canadian-produced film, (3) top U.S.
network shows, (4) top U.S. syndi-
cated shows, (5) other films.
One tipoff on CBC program attitudes
was provided in a CBC letter to spon-
sor listing what it considered pro-
graming highlights during the past sea-
son. The government a^cnev divided
its highlights into two groups: (1)
"highlights of the commercial side of
our operation in terms of audience ac-
ceptance and in terms of reaction we
have had from the sponsors"' and (2)
"highlights from a service or arti-ti<
point of view which would hardlv be
considered highlights of a commercial
operation because they appeal to a
comparatively restricted audience."
The commercial highlights were fur-
ther divided into Canadian — and I .S.
— originations. Here are some of those
mentioned: following the name of the
show are the sponsor and popularity
rank and rating according to Elliott-
Haynes' four-city (Montreal, Toronto.
Winnipeg. \ ancouver) survev of Mav .
1956:
Canadian tv programs: General
Motors Theatre, one-hour dramas. Gen-
eral Motors, 13, 37.5; The Plouffe
Family, evening serial (also done in
French i. Colgate, 27, 31.0: Dcmn
Vaughan Show, music-variety, Lever,
17. 35.8: Jackie Rae Show, music-
i Please turn to page 18)
11
CANADIAN RADIO FACT6
fg( ^ j&/4>-
RADIO AT A GLANCE
A SUMMARY OF HOME OWNERSHIP. LISTENING, SET SALES
THREE CHARTS ON RADIO DURING A CHANGING ERA
OVER
AUTO
TOTAL
°o
1-SET
2-SET
3-SET
3-SET
AUTO
RADIO
HOUSEHOLDS
RADIO
HOMES
HOMES
HOMES
HOMES
HOMES
HOMES
PROFILl OF
(\\ \D\
1,007
96.7
2,713
751
L79
69
2.171
906
RADIO HOME Oil SERSHIP
New foundland
::i
90.1
66
9
*
*
20
6
1 atesl figures al r ighl
on radio ov nership come
Prince Kclward Island
Nova Scotia
25
170
94.0
97.4
18
119
28
*
7
*
*
9
80
*
31
from two different sources.
New Brunswick
131
95.4
93
L8
4
*
50
L6
Fir^t two columns are from
Quebec
1,042
96.9
786
1 11
30
9
413
182
Bureau of Broadcast
Measurement, show data as
( mtario
1,381
97.6
833
332
86
37
912
375
of 1 January 1956. The
Manitoba
238
95.2
1 58
42
11
6
128
50
other figures are estimates
Saskatchewan
243
96.8
182
35
7
*
149
66
from Dominion Bureau of
Statistics, cover owner-
~hiD a- nt SeDtember L955.
Alberta
British Columbia
298
397
95. 1
97.0
210
248
51
13
19
4
6
17;;
;:i
90
"Less than 1,000. \ll H - figures are i" thousands
PROFILE OF
R IDIO LISTENING
Listening figures, audience
i omposil ion urn- gathered
bj Mi-Canada Radio
Facilities from Elliott-
1 la\ ties, ' anada's most
v, idrK used rating service.
9:00 a.m. to 12:00 noon
12:00 noon to 6:00 p.m.
6:00 p.m. to 10:00 p.m.
9:00 a.m. to 6:00 p.m.
9:00 a.m. to 10:00 p.m.
■ 1 & lili column figures are in thousands
TUNED
1950
AVG HR
1955
NO.
TUNED AVG. HR.
19SO 1955
AVG.
MEN
LISTENERS PER SET 1955
WOMEN CHILDREN TOTAL
23.1
23.6
740
876
.20
1.15
.32
1.67
22.8
21.1
730
783
.16
1.18
.28
1.62
34.2
22.2
1,095
824
.85
1.18
.62
2.65
22.9
22.3
733
828
.18
1.16
.30
!.(.!
26.7
±2.:;
855
828
,10
1.17
.11
1.98
PROFILl 01
R [DIO SI I SALES
Data, from Dominion
iu of Statistics,
show rises in all
■ ombinatiori
Note rise in portables.
TYPE OF SET
5 MONTHS 1955 5 MONTHS 1956
Total
Home sets
Portable
\llln -rls
( lombinations
487,237 609,993
308,826 337,347
21,716 14,196
L09,183 203.212
17.512 35.238
211,133
262,206
12
-I'llNMIII I \N Mil \\ l-M I
93,936
125,864
112,118
24.17')
91,890
99,540
13,289
12,623
[SSI E •
20 AUGUST 1956
INI CANADA
111 I !
Just four years ago . . . * September.
1952 . • ■ the first Canadian 1 V stations came into operation in
roronto and Montreal. Coverage: approximately 91,000 TV homes.
Within two years this number had increased to 13 stations covering
approximately 700,000 TV homes.
Today,
j the CBC 1 division Networks . . . intituling
CBC-owned stations and private!) owned affiliates . . . com-
prise 30 English and 6 French stations serving more than
2,000,000 TV homes.
17 stations are now connected . . . and the extension of
microwave service continues steadily.
Over 809( of the Canadian population is now within the
service range of television stations. Of this number, more
than 50% have television sets.
More live television programs are now produced in Canada
than in any country other than the United States.
I hrough CBC Television Networks . . . English and French . . .
the tremendous impact of TV is available to advertisers in 34 impor-
tant market areas from Vancouver, B. O, to St. John's, Newfoundland.
I lie Canadian Broadcasting Corporation extends to advertising
igen< ies and their clients the fullest possible cooperation in the
effective use of Canadian network television . . . and in the creation
and production of Canadian programs, in both French and English.
Tor complete information, get in touch with CBC.
CBC Television
Network ( English
ATLANTIC REGION
CJON-TV
St. John's, Nfld.
CFCY-TV
Charlottetown, P.E.I.
CBHT
Halifax, N.S.
CJCB-TV
Sydney, N.S.
CKCW-TV
Moncton, N.B.
CHSJ-TV
Saint John, N.B.
MID-EASTERN REGION
CBLT
Toronto, Ont.
CHEX-TV
Peterboro, Ont.
CKWS-TV
Kingston, Ont.
CBOT
Ottawa, Ont.
CBMT
Montreal, P.O.
CHCH-TV
Hamilton, Ont.
CKCO-TV
Kitchener, Ont.
CFPL-TV
London, Ont.
CKNX-TV
Wingham, Ont.
CKLW-TV
Windsor, Ont.
CKVR-TV
Barrie, Ont.
CKGN-TV
North Bay, Ont.
CKSO-TV
Sudbury, Ont.
CFCL-TV
Timmins, Ont.
CJIC-TV
Sault Ste. Marie, Ont.
CFPA-TV
Port Arthur, Ont.
PRAIRIE REGION
C
BWT
Winnipeg, Man.
CKX-TV
Brandon, Man.
CKCK-TV
Regina, Saslc.
CFQC-TV
Saskatoon, Sask.
CHCT-TV
Calgary, Alta.
CFRN-TV
Edmonton, Alta.
CJLH-TV
Lethbridge, Alta.
PACIFIC REGION
C
BUT
Vancouver, B.C.
CBC Te
evision
Network
(French)
CBFT
Montreal, P.O.
CBOFT
Ottawa, Ont.
CHLT-TV
Sherbrooke, P.O.
CFCM-TV
Quebec, P.Q.
CKRS-TV
Jonquiere, P.Q.
C
:jbr-tv
Rimouski, P.Q.
CANADIAN BROADCASTING CORPORATION
Commercial Division
354 Jam's Street, Toronto 5, Ont.
1425 Dorchester Street, Montreal 25, P.Q.
SPONSOR CANADIAN ISSUE
20 AUGUST 1956
13
5
CANADIAN TELEVISION FACTS
TELEVISION AT A GLANCE
HERE IRE THE BASIC FIGURES ON TV SET. STATIO\ GROWTH
HALF OF CANADA'S HOMES HAVE TV NOW
CBC Estimates as of July 1956 %
age of Canadian households having a tv set.. 52
ntage oi < lanadian
households within range of A and B service area 77
Percentage of Canadian households within range
nl \ and I! service areas having a t\ -et 65
Percentage of Canadian
households within range of A, B and C service areas 86
Percentage of Canadian households within
ran«e of A. B and C service areas having a tv set .. 60
TV SET SALES BY ARE is
\o\ \ SCOTIA
NEW BRUNSWICK— P. E. I.
Nl-W I 01 NDLAND
QUEBEC PH()\ INCH
TORONTO Mil \
HAMILTON-NIAGAB \ \l!l \
WINDSOR
OTTAWA AND EASTERN ONTARIO
REST OF ONTARIO
PRAIRIE PROVINCES
BRITISH COLUMBIA
TOTAL
NUMBER OF SETS SOLD
63.978
49,605
13,224
618,327
413,515
175,704
116.382
I .7.629
178,537
238,460
169.873
2,175,234
SOURCE: HETJIA of Canada, manufacturers' sales through Ma]
35 STATIONS NOW ON AIR, 2 MORE EXPECTED BY END OF YEAR
STATIONS
Inter-
Class A
City
Call letters
Ch. no.
connected
/2-hr. rate
Date on a
r
U. S. Reps
MOM REAL, Ol E.
CBFT
2
yes
$600.00
6
Sept
"52
cue
TORONTO, ON 1
CBLT
"
yes
,,110.(11)
8
Sept
'52
CBC
nl 1 \\\ \. 0NT.
CBOT
1
yes
210.00
2
June
»53
CBC
*>l DBl RY, 0NT.
CKSO-TV
5
no
132.00
17
Oct
■53
Weed
LONDON, ONT.
CFPL-TV
10
\ es
270.00
28
Nov
'53
Weed
\ \NCol VER, B. C.
CB1 1
2
no
348.00
16
Dec
•53
1 IK
MONTREAL, QUE.
CBMT
6
yes
450.00
10
Jan
'54
CBC
fCIT( HENER, ONT.
CKCO-TV
13
yes
234.00
1
Mar
•5 1
YA , , , ]
SAINT JOHN. N.B.
CIISJ-TV
1
no
If, 3.01 1
23
Mar
'54
Weed
\\ [NNIPEG, MAN.
cinvT
1
no
240.00
31
May
'54
CBC
II UVIILTON, ONT.
CI1CII-TV
1 1
yes
330.00
7
June
'54
Canadian Stn Repsf
ol 1 III ( 1 HA. ol E.
CFCM-TV
1
\ r-
270.00
17
July
'54
Wnil
i;i GIN \. ^\>k.
CKCK-TV
2
no
156.00
28
July
'54
Weed
WINDSOR, ONT.
CKLW-TV
9
li-
270.00
16
Sept
'54
Canadian Stn Hi \<-
PORT \RTIIl R, ONT.
CFPA-TV
2
no
108.00
26
Sept
T>l
Weed
CALGARY, VLTA.
CHCT-TV
2
no
168.00
8
Oct
'54
Weed
5"i DMA. N.S.
CJCB-T\
-4.
no
150.00
9
Oct
'54
Weed
EDMONTON, MTV
(1 UN-TV
1
no
192.00
17
Oct
'54
Canailian Sin Reps
RIMOl SKI, ol E.
CJBR-TV
;
no
144.00
21
Nov
•5 1
( lanadian Stn Reps
-\l IT STE M VRIE, ONT.
CJIC-TV
2
in.
102.00
28
Nov
\5I
Weed
MONCTON, N.B.
CKCW-TV
2
in.
1 11.0(1
3
Dec
'54
Canadian Stn Reps
S V^k VTOON, M^K.
CFQC-TV
8
nci
1 Mini
5
Dec
'54
Canadian Stn Reps
KINGSTON, ONI'.
CKWS-TV
1 1
yes
156.00
9
Dec
'54
Weed
II \l [FAX, N.S.
CBHT
3
no
liill.OO
20
Dec
'54
i lit
BR \\Do\. M \N.
CKX-TV
5
in.
lO.'.OII
28
Jan
'55
Weed
IT 1 I RBOROl GH, ONT.
CHEX-TV
12
VI -
1 ,11.011
28
Mar
"55
Weed
OTTAW \. ONT.
CBOFT
9
yes
L80.00
24
June
'55
< li<
-1. rOHN'S, Nil n.
CJON-TA
'i
no
I 'll.llll
6
Sepl
'55
Weed
BARRIE, ONT.
CKYK-IN
3
yes
138.00
28
Sept
'55
< anadian Stn Reps
\\ [NGHAM, ONT.
< KNN 1\
8
v es
I 12.00
18
Nov
'55
( an. oil. m No Hi p-
LETHBRIDGE, \l 1 \
< .11. II -TV
7
no
'10.00
18
Nov
"55
\\,,,l
JONQ1 [ERE, ol i .
CKKS-TV
12
in.
120.00
1
Dec
'55
( anadian vin li. i
NORTH BAY, ONT.
CKGN-T\
Id
in.
96.00
18
Dec
'55
( anadian Stn Rt ps
TIMMINS, ONT.
CFCL-TV
6
mi
96.00
July
'56
Jos. MrCillvra
l MAR] on || own. 1'. E. I.
CFCY-TV
13
in.
9l
15
Aug
'56
Weed
S T
A T I O
N S N
O T YET
O tv
A 1
R
SHERBROOKE, Ql E.
( in r r\
.
no
192.00
Sum. -1 all
'56
i anadian vtn Ri ps
\ K TORI \. B.I .
CM IK -TV
0
mi
120.00
Kail
'56
1 1
SPONSOR
i w Mil \\ ISSUE l
Tv
Tv
Can. Reps.
CBC
CBC
CBC
MI-( lanada
All-Canada
CBC
CBC
Jos. A. Hardy
Ul-Canada Tv
CBC
All-Canada Tv
Jos. A. Hardy
\ II I anada Tv
MM an, ula Tv
All-Canada Tv
All-Canada Tv
All-Canada Tv
Radio Reps
1 lni.i. e N. S
\ll-< lanada Tv
Ul-Canada Tv
Radio Reps
Ml i lanada Tv
i in
Ml i .HLi. la Tv
Vll-Canada Tv
i in
MI-< an, nl, i Tv
P. Miilvihill
All-' lanada T>
Ml t mad i I \
I,, \. Hardy
P. Mulvihill
Omer Renaud
Ul-Canada Tv
.'(I vi GUST 1956
RADIO
(Continued from page 9)
1956 I up through May) they ha\c
heen running about 10' '< ahead of
1955. Portable sales jumped from
22,000 in 1954 to 34,000 in 1955 and
this year they are running double the
rate of last year.
Buying, selling trends: Agencies,
stations and reps report, almost with-
out exception, a trend a\\a\ from Inn-
ing programs toward buying announce-
ments, away from network toward se-
lective (spot) radio. There is more
in-and-out buying, more saturation
campaigns and a greater tendency to
buy time scattered over the broadcast
map, particularly during the daytime.
From Vancouver, B.C., Don E. Laws,
commercial manager of CJOR, reports:
""There is definiteh a tendency toward
requesting a.m. time but, as far as our
station is concerned, we have no
trouble placing advertisers as late as
8:30 in the evening. I would say that
while a lot of the newer advertisers
are using spots, some of the firms who
ha\c been using programs for years
with us still continue to do so. Week-
end saturation of spot announcements
has an appeal to such businesses as
lesidenlial area developers, automobile
dealers, etc."
From nearby Victoria, B.C., Harrj
0. Watts, promotion manager of
CKDA has this to sa\ : "\\ Idle it has
been a popular form of advertising for
some time in the U.S., saturation radio
has become and is continuing to be-
come more and more popular on
Canadian radio. Advertisers who for
years and years have run on a Monday
through Friday schedule are concen-
trating to a greater extent on weekend
saturation. This change has been
brought about mainly by the fact that
the heaviest shopping days are Thurs-
day, Friday and Saturday. This type
of advertising is particularly popular
with accounts which have good distri-
bution in the large chain outlets."
All-Canada Radio Facilities, one of
the top reps in the Dominion, notes
that because of CBC rules limiting the
amount of time devoted to commer-
cials, it finds it hard to satisfy demand
for saturation announcements during
Thursday, Friday and Saturday. Morn-
ing is most popular, All-Canada said,
but buyers will take afternoon time
since sets-in-use hold up.
Firm support of radio comes
John Holden, radio-t\ directoi
I ocke. Johnson & < !o., Ltd., Toronto.
He told SPONSOR: "We are finding
< anadian radio as good a bu) . if not
better, than i< l>-\ ision. Mor< ind
vertical spol campaigns are being run.
But I certainl) think that one of
the biggest changes in national radio
buying in the past year has been spon-
sors' buying on recommendations "I
Local radio stations."
On the selling side, stations are
sharpening their methods to fit in with
current trends. For example, earl)
this year CKCL, Truro, N.S., \ isited
every program spoiwoi to sell each on
changing to a flash I 15-second an-
nouncements) or spol i ampaign. This
was in connection with a program
changeover involving more music.
CHUB, Nanaimo, B.C.. has elab-
orated on the idea of turning air per-
sonalities into salesmen by transform-
ing its entire air staff (nine men) into
salesmen "on both sides of the micro-
phone."
Network radio: The trend aua\ from
]>u\ ing network radio reduced business
on the three chains run by the CBC
\ Trans-Canada, Dominion and French)
CALDWELL'S NEW STUDIOS
MEAN FASTER, MORE EFFECTIVE
FILM SERVICE
The addition of the new Queensway studio (formerly Batten
Films) to Caldwell's film services puts at your command one
of the largest film production centres in Canada.
For all your motion picture needs — from studio to lab —
call Caldwell. Ask about rental rates on all Caldwell facilities,
too. Either way, you're sure of expert assistance and the best
in equipment.
For all your film needs, call Sydney Banks, Gerry Keeley, or
Reg Hatten at
447 JARVIS
STREET
TORONTO
Telephone
WAInut 2-2103
CALDWELL
ONE-STOP
FILM SERVICE
•k Studios and Sound Stage
k Full 35 and 16mm. Camera
Facilities
•k Complete Lighting Equipment
k Magnetic and Optical Sound
Recording and Dubbing
if Latest Oxberry Animation
Equipment
•k Large Art Department
k Canada's Largest 16mm. Lab
•k Carpentry and Paint Shop
■k Over 50 production experts,
technicians, artists, and
service personnel.
SPONSOR CANADIAN ISSUE
20 AUGUST 1956
15
!7..V, this past season under the pre-
vious season. Nighttime was parti u-
larl) hard hit.
\. . ording to the Elliott-Haj nes rat-
ing report foi Ma\ L956 onl) three
evening shows were sponsored, two on
the Dominion network, one on the
I rench network. The three advertisers
and their programs are Gillette, Cham-
pionship Fights i 10:00 p.m. Friday,
5.7 rating); Toni, Our Miss Brooks
(6:30 p.m. Sunday, 8.3 rating) and
Lever, / n Homme et Son I'eclir i0:15
p.m., Monday-Friday, 25.8 rating).
I lie rating Im In Homme cl Son
Peche l A Man and His Sin) was
higher than all but two of the top
French network daytime programs, a
tribute to one of the most popular
shows < il not the most popular) to be
beard in French-speaking Canada.
However, t\ cut the French soapei -
ratings down from a level that used
to be in the 70s and 80s.
The percent oi sponsorship on the
three Canadian radio networks was as
follows during the past season: Trans
Canada. 7.3%; Dominion. Ll.9%,
French, 17.0',. This is not as low ;b
it sounds since CBS polic) kept radio
FOUR OF THE MANY REASONS WHY
CKRC
IS THE "VOICE OF THE
RED RIVER VALLEY"
PERSONALITIES
Total of 12 TOP-NOTCH men.
their respective fields.
jpei
iialists in
NEWS
Of the hour, on the hour, every hour and at other
feature times throughout the day, under direction
of Editor, Ev. Dutton.
events local and
SPORTS
( !overage of all major sporl im
national World Series
• Gillette Fights • Local Baseball • Pro Hockey
• Pro Football • ( !urling — .
Plus feature, sports programs and four sports casts
daily, supervised bj Sports Director, Johnnj Esaw.
SPECIAL EVENTS
With two completely Mobile Units, CKRC has facili-
ties to cover special events anywhere.
REPS:
\ i l < l v i n i RADIO IM ILITIES
it il n .tin i \ i S i
CKRC
630:
I J
BROADCASTING TO ALL OF Manitoba
from the Red River Valley
network sponsorship down to between
20 and 30% before tv's impact was
felt.
Daytime sponsorship has been af-
fected by the cancellation of daytime
strips on U.S. networks. Because of
the economy involved in using I s.
network originations in Canada some
of these show* have been continued
on a spot basis.
There was still, however, a substan-
tial daytime lineup of sponsors on the
Canadian networks last season. The
list on the English networks comprised
Canada Packers, Canadian Industrie-.
Carnation. Ceneral Foods, Imperial
Oil, Lever. McColl-Frontenac Oil, Pill-
bury, P&G, Robin Hood Flour, Sterling
Drug, F. W. Woolworth. The French
list includes Canada Packers, Canadian
Industries, Cire Sussess, Colgate, Dairj
Farmers of Canada, Fry-Cadburv.
General Foods, Imperial Oil. Javex,
Kraft, Lever, McColl-Frontenac, P&G,
Quaker Oats, Robin Hood. Sterling
Toni.
The downbeat network trend has
led the CBC to consider selling par-
ticipations on network shows to give
,id\ ci li-ers the same benefits they now
get by buying scattered announcement*
on selective radio.
Network rates have not been changed
since 1 July 1955. Following arc the
gross half-hour Class "C" rates on the
three networks. (Class "C" time
covers all daytime operations except
Sunda\ afternoon. I Trans-Canada:
$819 for lime. $247 for line chai
(Newfoundland is an extra s 1.5 and
$14); Dominion: $804 for time, $247
for line charges: French: $200 for
time, $36 for line charges.
The CBC gives frequency discounts
ranging up to 15' , . On top of this
there are regional discounts which go
up to 25' I I < > i buying all five regions.
The discounts applj to time charges
but not line charges. Thus total dis-
counts on time go as high as 36%.
Programing: \xmed with the experi-
ence of I ,S. stations as well a- a knowl-
edge of their ow n market-. ( lanadian
stations have been making deft adjust-
ments in their programing to meet
the compet ition ol t\ .
One trend — a familiar one to I .S.
broadcasters — was noted by Cordon
flinch of Kenyon & Eckhardt, Ltd.,
Toronto, "\losl radio programing,
he said, "particular!) bj the indepen-
dent stations, is concentrated upon the
news, -poiis. disc jockej pattern. Some
[6
SPONSOR CANADIAN ISSUE
20 aucust 1956
of tlit- larger stations have tried a
Monitor type of broadcasting and the
CMC Dominion network is experiment-
ing with this sort of thing, too. In
addition, there has been an emergence,
particularly this summer, of definite
auto radio programing, taking the
form of "rolling home' show-.
With the decline of sponsored net-
work programing syndicators are
pushing hard to fill tlie gap. All-
Canada, which sells Ziv radio shows
in the Dominion, has been offering
quantit) discounts on blocks of It'.
20 and 30 half-hour show-. The linn
reports a substantia] amount of in-
terest among the music-and-news out-
lets in half-hour and hour myster)
and drama shows. Ul-Canada also
said it found that musical corned) and
situation comedy shows were still
among the most popular t\pes with
station buyers. The syndicator is pro-
ducing more special events, recently
taped a half-hour show before the
\iari iano-Moore fight and is currently
doinfi a doi umentarv . / oice oj Canada.
Also active in selling transcribed
radio shows is S. W. Caldwell, which
represents Harry S. Goodman, among
others. Caldwall also sells program
blocks from its large library. In pric-
CKDA
BRITISH COLUMBIA
Increase your sales
in the Southern
Vancouver Island
Market by delivering
your sales message
on Victoria's "Most
Listened to Station""
CKDA
5000 watts
Dial 1280
ing individual shows ( aldwell ha- de-
veloped a more or less precise formula
based on the following factors: \
tianscription rating i- arrived at b)
combining the cost ol the show with
it- record oi selling performance. Thi -
i- then applied to an assessmenl ol
market value which i- calculated b)
taking into account three factors i I i
market population, (2) station cover-
age and (3) consume] spending i:i
the area.
In adjusting their programing to
the tv era, stations are try ing a \;n iet)
of formula-. Below are some examples:
< MID. Edmonton, Uta.: This sta-
tion, w hi* h has been on the a
little ovei two years, reports consid-
i i able su< i ess w ith a "i igidh block-
prog] ammed musi< -new s-spoi t- opei a-
tion." Mi' formula : Mi "a
lis tenable sound," i 2 I personalities
plaj ing hit pai ade musi and populai
standards, (3 iplete new- and
sports coverage, I 1 l "a continual quesl
[oi gimmicks and promotion stunts,
< 5 i merchandising.
CHRC. Quebec: \ French-language
station. CHRC said that two years ago
it changed it- programing structure to
CKRM
REGINA
GETS BEHIND
YOU WITH...
*
SEE OR WRITE
"RADIO REPRESENTATIVES"
MONTREAL TORONTO • WINNIPEG VANCOUVER
... NEW
PROMOTION
AND
MERCHANDISING
DEPT.
SPONSOR I vnviiivn ISSUE • 20 vn.l-i L956
Mr. Tom Malone
Canadian Stations Repr. Ltd.
Affiliated with Adam Young,
Inc.
477 Madison Avenue
New York, N. Y.
Dear Tom:
On occasion of
Canadian Issue
tell our Ameri
that CHOV Pemb
ing Zone 1 of
Ontario Develo
ciation. This
Golden Triangl
eludes the St.
Seaway on one
Ottawa Valley-
eleven power d
on another.
SPONSOR'S
, suggest you
can friends
roke is serv-
the Eastern
pment Asso-
is the
e that in-
Lawrence
side and the
with its
evelopments
The Pembroke area, which
includes the Atomic Energy
plant, Petawawa Military
plant and other large scale
government developments, is
expanding at a rapid rate
with uranium developments
at Bancroft, the 16 million
dollar iron development, a
nickel and copper mining
area and other things in
the making.
Our basic agriculture and
lumbering are still grow-
ing, and industrial expan-
sion is most impressive.
Pembroke, with its new
Chamber of Commerce and In-
dustrial Commission is get-
ting into high gear. As
members of both organiza-
tions can assure you, there
will be more good news in
the near future. CHOV is
achieving rather dramatic
results for many sponsors,
both local and national.
Please assure our American
friends that we are at
their service and should
any of your clients mention
Canada's industrial expan-
sion, put them in touch
with us. We'll welcome
them and give complete as-
sistance with their plans.
Sincerely,
Gordon Archibald,
Ottawa Valley
Broadcasting Co. Ltd.
provide a combination of music, news
and sports but it also blended in
sei ials.
CHI !!. Nanaimo, B.C.: In January,
L956 ' Ml I! instituted a nighttime pro-
ram setup which it called "TNT."
[Tiis stands for Time, News. Tunes.
Vs explained b\ the station, " I Yl
gives our listeners the importanl serv-
not supplied by television — cor-
recl time is given c erj three to five
minutes, up-to-the-minute headlines
are give] ;ach quarter hour and
the tunes or musical selections are the
kind our listener- can sing, hum or
whistle. TNT run- from 6:00 p.m. to
Midnight. Mondaj through Saturday
1 o gi\e a maximum of music and new-
headline-, no musical selection is
introduced li\ the announcer."
CUM1.. Moose Jaw, Sask.: Sid
Bovling. general manager, report-:
"Our operation is l>ased on two factors,
entertainment and information. \\ e
feel that the information factor is one
thing that the station can produce in
which tv is at a distinct disadvantage.
For that reason, we have three spe-
cialists on our station whose full-time
jobs are to develop these special in-
terests. They are (1) sports. 1 2)
women's features, (3) farm features.
I lie-e people, while they produce on
an average of an hour or an hour and
a quarter a day. spend the remainder
of the in time in contact with their
groups or developing special coverage
of events that are happening in our
area."
CKLB, Oshawa, Out.: Gordon S.
Garrison, manager of the station told
SPONSOR its evening programing has
been changed to appeal to a different
audience each night. * * *
TELEVISION
(Continued from page 11)
variety, Sunbeam, 31, 29.0; Cross-
Canada Hit Parade, music, Friaidaire,
19, 34.1.
I .S. -originated t\ programs:
Casears Hour, Adams Brands (Ameri-
can Chicle), Helene Curtis, RC \. 12.
40.1; Dragnet, General Foods, S. C.
Johnson. 11, 40.3; Disneyland, Robin
Hood Flour, American Motors, Cor-
tauld's. 15, 36.4: Fireside Theatre,
Robin Hood Flour, P&G, 25, 32.3;
Father Knoies Itest. Dn I'ont. Imperial
Tobacco. 16. 3(>. I.
The top 10 I Jliolt-Haynes shows
(four-cities I in \la\ were: Ed Sulli-
van Shoic. 71.7: Foui Star Playhouse.
66.6: The Millionaire. 55.1; Our Miss
Brooks, 54.7; Jackie Gleason Shou
52.8; Stage Shotv, 51.3: Studio One
16.8; Robin Hood, 44.6: Burns &
lllen, 41.8; Holiday Ranch, 40.7. Onlj
the la-t was Canadian produced.
Among the artistic and service shows
cited by CRC were a group of radio
and tv shows which won first awards
at the annual American Exhibition of
Educational Radio and Television Pro-
grams at Ohio State University. The\
include CBC Folio, a program about
the arts: Magic of Music; CBC Wed-
nesday Sight, famous plays; Australia-
Canada School Broadcast Exchangi .
Music and Western \lan: Listening is
Fun. and Men Behind the \eus.
It should be pointed out that even
if a sponsor did express an interest in
an) of these shows, it is not certain
CBC would permit sponsorship, Eoi
I BC has an ill-defined but iieverlhele--
working polic) of limiting ommercial
sponsorship.
<■-•■■-"■'
■
CKOV
WtfM\i//A
-J^lC | Booming BC Interior
L
KELOWNA
*BBM STUDY iT7
WE^T
"~^ii^^-"A'y
^> '"
0 WATTS 630 KC
- *s§*
18
SPONSOR ' VNADIAN ISSUE • -<l Wi.tsT IT>h
■
The result of CBC's program and
commercial policy is this: On the Eng-
lish t\ network last season .">.V . of the
programs wore Canadian-originated,
|V, originated elsewhere but mostl\
in the U.S. As to sponsorship, 4'V I
were sponsored. While this percent-
er of sponsorship is considerably less
lhan the I .S. networks it is running
considerabl) higher than the figure
ever was on the Canadian radio net-
works. On the French tv network
practically all shows are Canadian pro-
duced. Sponsorship amounted to 23* I
of the programs.
()ih> of the benefits of sponsoring a
Canadian-produced show is that part of
the costs are underwritten In C1>C.
This enables CBC to make the shows
more competitive with imported pro-
graming. The comparative lack of in-
terest in Canadian shows, however,
points up the fact they are still not as
good cost-per-1,000 buys as imported
! ,S. programing.
Live Canadian tv programing as a
whole is still more expensive on a
cost-per-1,000 basis than U.S. web pro-
graming. In its brief to the Fowler
Commission, ACA compared Canadian
network average cost-per-1,000 homes
per commercial minutes with the U.S.
The Canadian advertiser, said the
ACA, pays $5-$8.50-per-l,000 on the
English network and $7.50-$15-per-
1.000 on the French network. For
the U.S. the figure cited was $2.50-$3-
per-1,000. This means that a half-hour
live show in Canada will range some-
where between $15- and $45-per-l,000
homes reached.
CBC does not reveal its programing
costs. Gross time charges for the full
CBC network are about $6,200 per half
hour in " V time including intercon-
nection charges. Frequency discounts
range up 10' i and regional discounts
on top of this range up to 16%. So
net time charges for a full network
are about 25' , less or $4,650. This
means an average minutes rating of 50
| about 1.000,000 homes) gives the ad-
vertiser a cost-per-1,000 of $4.65-per-
1,000 home- on the basis of time onl)
(i sl.55-per- 1,000 homes per commer-
cial minute, assuming three minutes of
commercial.
In the I .>. a full interconnected net-
work, alter full discounts, comes to
about $45,000 per half hour. (Spring
1956 costs on CBS TV.) An average
minute rating of 50 would give the ad-
vertiser about 18.000,000 homes or
&2.50-per-l,000 homes for the half
hour for time only and 83c-per-l,000
Inline- | Ml eoiiliueieial millllte |ll-l
about half the Canadian cost.
\n advertiser who buys a I .S. -how
for Canada can get it at about lit', of
the cost in the U.S. Assuming the I i
nadian rating is the same as the I .s.
rating, his cost-per-1,000 for the show
would be higher since Canadian t\ cir-
eulation is one-eighteenth of that in the
U.S. However, in some cases, the
Canadian subsidiary of a U.S. firm
can get the parent company's show
for nothing.
Canadian agencies, including Cana-
dian branches ol I ,S. ageiv ii - differ
i ii w lieiliei netwoi k
able. Those who do not think so tend
i ipare costs w ith the I .N. * Jthei -
think the) are reasonable in the
light of ( lanadian < onditions the
lower i\ saturation, the greater expi
of reaching a -mallei market, a sub-
stantial portion of which is thinl)
• iread out, etc.
Two tradictor) factors will de-
tei mine future I lanadian t\ costs. On
the one hand, increasing tv home own-
ership will teml to cut down cost-per-
i.,000. On the other hand, the addition
c
L
E>3)ut
The tremendous post-war growth of industrial Canada,
so well measured by economists, sociologist -
and historians, is matched by the music
coming from the minds and hearts of the people of Canada.
YES, THERE IS CANADIAN MUSIC!
. . . and it is the music that Canadian- waul to hear
on Canadian radio and television programs.
By encouraging and stimulating the efforts of
Canadian composers of both popular and concert music,
BMI CANADA LIMITED and
BROADCAST MUSIC, INC.
are making it possible for Canadian music to be published,
recorded and performed, not only in Canada
but throughout the world.
Written and composed by Canadian-, published
in Canada by Canadian publishers, litis music
should become the first choice of those advertisers and
program producers who want their programs to find
the widest possible favor with Canadians.
New located in new and enlarged offices in Toronto with added facilities,
bstter to serve the music needs of Canadc
For further information on the subject
of Canadian Music call or write
BMI CANADA LIMITED
16 Gould Street
Toronto 2, Or.t.
1500 St. Catherine Street, W.
Montreal, Que.
SPONSOR ( \\ \l)l \\ ISSI I
_'() \i (.1 -I l'T"
19
of competition with the probable end
of the one-station-per-market policy
will tend to lower ratings and increase
cost-per-1,000. Just how these two
Factors will balance <>ut remains to be
-i in.
In the meantime, network t\ adver-
- are keeping their budgets wide]
control b) sharing | ?ram sponsor-
ship. There will be more of this than
m i BC I \ next season.
Spot buying: Television i- new to
mam areas and main advertisers in
Canada and much t\ buying i- in the
nature of pioneering for the adver-
tiser concerned. This is particularly
true of local advertisers. For the na-
tional advertiser new to t\. selective
(spot) buying is usually Ins introduc-
tion to the medium.
Vmong the agencies active in this
missionary work is Russell I. kellev
Co., Ltd., Hamilton. Out. The agenc)
has several national accounts "getting
their [eet wet (or planning to get their
feel wet) in selective tv." \mong
them are Hoover, Firestone. Apple-
uldwui
OF
CANADA
447 JARVIS STREET, TORONTO 5, ONTARIO
WALNUT 2-2103
fcrd's Paper Products, A. S. Nicholson
Co. (building supplies) and Interna-
tional Harvester.
Jack Andrews Price, radio-tv direc-
tor for Kelley, told sponsor: "It has
been our experience, with accounts of
this type, that spot tv is the first step.
Main clients who have been strong
printed media advertisers seem rathe]
timid about taking the dip into t\ .
A similar tale about local account-
comes from CKVR-TV, Barrie, Out.,
which has been on the air less that a
year. Station Sale- and Promotion
Manager Charles Tierne) said. "None
o| the local merchant- in our area had
ever advertised on t\. Most had done
very little advertising. In our earliest
d,:\s. these people were somewhat skep-
tical of the power of t\ and were par-
ticular!) aghast of what they termed
'the high cost.'
"A few. with the trepidations ol a
timid man approaching a cold bath.
put their toes in gingerly. Surprised
;it the plea-ant and profitable reaction,
man) have stepped in a little deeper.
Other, more aggressive firm- plunged
in boldly and have been doing swim-
ming!) ever since.
As an example of the success sta-
tions have had with local advertising,
CKCW-TV. Moncton, N.P... report- it
lias 1 19 local advertisers on the station.
Other factors in growth ol selective
tv were cited by CFRN-TV, Edmonton.
Alta. The station said. "There is grow-
ing evidence of advertisers integrating
their advertising media. \\ bile one
medium may spearhead a campaign,
greater and more -killful coordination
of suplementary media is employed.
i \ is no longer regarded as an exhorbi-
tantl) expensive monster to be used b)
only the blue chip advertiser or other-
wise requiring 'all the eggs in one
basket" h\ the modest budget account.
T\ announcements are within the reach
i i most advertisers and prove useful in
rounding out co-ordinated campaigns.
The station expert- that with tight
availabilities (one of the reason- ad-
vertisers arc using selective l\ i and
higher rates, advertiser- will turn more
to l.D.'s. Another station expecting
more demand for l.D.'s is CKCO-TV,
Kitchener, Ont. CKCO-T\ also ex-
pects more demand for flashes (20-
second announcements) and balf-hours
with sales of minutes remaining about
even with last year.
CHCT-TV, Calgary, Uta., sees ad-
vertisers turning more to period- other
SPONSOR I \x vni \x i--i E
20 vt Gl -i l(,")'»
30
YEARS
of
SELLING
SERVICE
■
in
Canada's Busy
Third Market
CJOR
Vancouver, B.C.
REPS: H. N. STOVIN (CANADA)
CANADIAN STATION REPS. (U.S.A.)
CFOR-
RADIO
5000 WATTS
SERVING & SELLING
CENTRAL ONTARIO
FROM 0RIU.IA
Total Weekly BBM— 42,090
Radio Homes
Reps: -Stephens & Towndrow
Ltd.. Toronto & Montreal
Canadian Station
Representatives, U.S.A.
*Orillia is located 80 miles
north of Toronto in the heart of
the rich Central Ontario
market.
than prime time, especially daytime
tv. Daytime tv is beginning to gather
steam, although many stations note the
lack of network support. Programing
in Canada generally starts about 3:00
p.m. with a few pioneers starting an
hour or two earlier. CHCT-T\ told
SPONSOR that P&G, in introducing
Gleem to the Calgary market recently,
bought about 60' < of its schedule in
the afternoon. The station also said.
"Since L955, Shop Kas\ Food Stores,
biggest tv advertiser in western Cana-
da, have been buying almost half of
the available afternoon programing
lime on Calgary's Channel 2."
Film: With the growth of private
stations and the opening of new tv
markets, syndicated film sales are natu-
rallv growing. Despite the clearance
problem due to the one-station-per-
market policy and network option time
(and a government-owned network at
that | a substantial number of national
spot clients have been using syndicated
film. Here are some of them:
All-Canada, which distributed Ziv
features has sold shows to such clients
as Coca-Cola. Colgate. General Foods.
General Mills. The station list usualb
comprises L5 or 2<> of the largest tv
markets.
S. W. Caldwell, which distributes
properties of CBS Film Sales, Guild
and Walter Schw immcr as well as a
trio of English firms, has sold shows to
Heinz and Texaco and a number of
legional clients, including bank- ami
insurance companies.
RCA \ i< tin Co., Ltd., which repre-
sents NBC" Television Films, has sold
a four-station French lineup to Pepsi
Cola, another four-station schedule to
Scab Mattress and a tun-station New
Brunsw ick lineup to Eastern Bakei ies.
TPA has sold } Our Stai Showcase
to Maple Leaf Milling.
ABC Film Syndication, which sell-
out of the New York, sold two shows
to Canadian Admiral in a total of 10
markets. Other clients include J-B
W atch Bands and Gruen Watch, co-
sponsors of a dramatic anthology in
23 markets, Walter Lowney Co. in five
markets, Colgate in 12 markets. Mon-
arch Creamery Products in 12 markets,
Coca Cola in 18 markets.
Most syndicated clearances are in
early evening time. Pepsi's four-station
French lineup for NBC Film's It <it< h
the World I dubbed in French I com-
Telecasting to the Heart of Ontario from: Barrie Ont.
nrpQ. U.S.A. Canada
i\lio. Canadian Station Reps. Paul Mulvihill & Co. Ltd. Tor.- Mont. John N. Hunt, Vancouver
SPONSOR ( \\U)I\\ Issl k • 20 M 1.1 m 1956
21
QJ
2 »
VANCOUVER AREA
RATINGS*
AND OUR
RATE CARD
AND
(JSuu
CANADA'S
THIRD LARGEST
MARKET
AT i/2 PRICE
CHUB
N A N A I M O
'ELLIOTT- HAYNES
**•**••*••*•***
Reps:
Stephens and Towndrow, Ltd..
Toronto and Montreal
Horace V. Stovin Winnipeg
John V. Hunt & Associate Vancouvei
Donald Cooke Inc. I S.A.
• •*••••••***••*
VANCOUVER
ISLAND'S
PULP CENTRE
WITH AN
ANNUAL PAYROLL
OF
$20,000,000
CAN ONLY BE
REACHED THROUGH
CJAV
PORT ALBERNI
\>. ..ii'. ill K] I'.
' ELLIOTT HAYNES
prised one station at 7:30 and three at
".' :1~> p.m. during the week. Seal)
Mattress cleared one station at 5:00
p.m. Sunday, one at 7:00 p.m. Satur-
day, one at 7:00 p.m. Monda) and one
at 7:30 p.m. Tuesda) .
Here are a list <>i clearance times foi
\I>C Film shows: one market at 6:00
p.m., three at 7:00 p.m., seven at 7:30
p.m., one at 830 p.m., two at 9:30 p.m.,
one at 10:00 p.m., one at 10:30 p.m.
The besl clearances in the list above
were in the nonconnected markets
where the use ol kines from CBC net-
work shows allow some flexibilit) in
programing. Vs interconnection in-
creases, this flexibilit) will be lost. So
far as the English network goes, most
i.l Ontario will he interconnected h\
the first half of next year, Manitoba
will he linked h\ March, 1957, Sas-
katchewan In Ma\. \lhcrla h\ Sep-
tember, New Brunswick h\ November.
( ompletion of the intercontinental link
over the Rockies to British Columbia
will be during the second quarter ol
1958. Of course, h\ that time more
l\ competition is expected and some
syndicators see a bonanza in 1958.
Commercials it is estimated that
about half ol all Canadian t\ commer-
cials are on film. Canadian producers
and film processors arc getting an in-
creasing share of this business as their
skill and equipment grows. Some of
the commercial producers still have
their animation and optical work done
in the I .S.
\mong the important commercial
producers and their credits are:
S. \\ . Caldwell— This firm, which
recentl) bought out the Batten Film
Studios, has done commercials for
Westinghouse, Gurne) Products, Juno
I ... of Canada. Rohin Hood Flour.
Swift Canadian Co., General Foods
and Borden.
Williams & Hill Formerl) the t\
production department of Dominion
Broadcasting Co., Williams \ Hill has
done commercials for Campbell, Chrys-
ler, lord. Imperial Oil, Johnson &
Johnson, Kellogg, Lever, Miles Labs,
RC \ Victor and Snow Crop.
Crawle) Films This firm's clients
in< hide. Tide, Pillsbury, Yilalis. [pana,
Dow Brewery, Bufferin, Ford, Kellogg
and Sweet Caporal Cigarettes.
Meridian Productions Clients in-
clude Ivor) Snow. Borden. Cheer, Mon-
santo, Goodyear, S. C Johnson, Col-
gate, Tide. Kellogg, Dodge trucks and
\ 1 1 1« - r ican Motors. * * *
N
Your
advertising
French Buy
in Q U E B E C area
For all the facts, write to
CHRC or ask our representatives
CANADA
Jos. A. Hardy & Co. Ltd.
U. S. A.
Adam J. Young, Jr., Inc.
• rnvMiii 1 \\ \iu \ \ i-»i 1
Ml M el SI I1' >6
COMPLIMENTS OF A FRIEND
*
And Qood Neighbor
*CKLW and CKLW-TV, Windsor -Detroit- friend and -00d
neighbor to 1 ,7 10,000 TV and 5,638,000 Radio homes on both
sides of the border. Only maximum power radio-to combination
in the Detroit area.
CKLW
50.000 watts
800 kc
CKLW-TV
325,000 watts
Charv
ADAM J. YOUNG, INC. National Representatives
DES MOINES
■■»m.'iuuwiniiJi«n
HOLLYWOOD
SAN FRANCISCO
DETROIT
CHICAGO
ATLANTA NEW YORK
ompany
RADIO
STATION
REPRESENTATIVES
9? JOY
\ llUOREO L
2_!4ltR PL*ZA
JO
iagaz
I^BV
hannel Z
runs r/ngg around...
*- ^
the laud of Af&k anetjMpney!
... and nearly a million people
live within that "B" ring!
'ep'Bi<$et'n Bzltimote!
i
TV PROGRAM
COSTS CLIMB
page 29
II
Where
eat to meet
Can hi-fi music
sell high finance?
page 36
How to present a tv
commercial to a client
page 38
P*S'
HFC spends locally
to lend locally
page 40
1956-7
SHOW COSTS
page 44
Ill I'OIM TO SPONSORS tor 3 September 1936
Conventions
hardly a
rv washout-
Sponsors
getting more
exclusive
Victuals top
spender for
night programing
Tv station
"crazyquilts"
irk big sponsors
No viewing event in recent years aroused so much curiosity and dis-
cussion on Madison Avenue as statistical results of the 2 Presidential
conventions. This curiosity had been whetted by New York newspaper
reports implying tv audience percentage-wise was much below what it
had been for the 1952 conventions. But the facts as they turned out
via Trendex were these: Sets-in-use for the combined conventions be-
tween the hours of 9 p.m. and 11 p.m., New York time, came to 45%.
For the week before conventions started, set use in same 15 cities
covered by Trendex figured 43.5%. In only week surveyed by Trendex
in July (1 to 7 July) the tune-in was 39. 6. In terms of actual audi-
ence size every half-hour rating on conventions was higher than top
program rating reported for July; namely, "The §64,000 Challenge,"
with a rating of 23. The ratings and set use for the 1956 conven-
tions, according to Trendex, was almost identical with the 1952
coverage.
-SR-
Trend toward rising number of alternating or co-sponsorships of
nighttime network half-hour shows has apparently halted. Fall list
of half-hour shows, as carried on pages 44-52, show appreciably more
than prevailed the year before, but number of alternate or co-sponsorsj
are about the same. Last fall there were 32 half-hour shows with
more than one sponsor. This year the tally is 33^ CBS has 16 of
them, NBC, 11 and ABC, 6. Likely reason for slowdown of alternate
sponsorships: bigger money advertisers make sure the show is piped
in the same lineup of markets each week, as against possibility alter-
nate sponsor will limit the show to far less market exposure.
-SR-
Food and beverage advertisers will dominate the spending for night-
time network programs this coming season. This forecast is based on
data contained in SPONSOR'S study of 1956-57 season's show costs (see
pages 44-52). These figures have been processed by SPONSOR to show
how the weekly expenditures rank by advertiser division. The food
and beverage field comes first, with a total of about $830 million.
Following in order of rank are : the drugs and cosmetic field, about
$750 million; cigarette-tobaccos, about $620 million; automotives,
around $600 million ; the soaps and cleansers, around $500 million.
-SR-
Media directors for some of the very top advertisers cite as the big-
gest source of frustration : the "crazyquilt" of tv station lineups
that prevail when they buy into network participations or alternate
sponsorships. From week to week or day to day the lineups for a par-
ticular program can differ by as many as 50 stations. A nighttime
case in point this fall is "Sir Lancelot . " P & G will carry "Lance-
lot" on 147 stations, whereas Whitehall, the alternate sponsor, will
use but 100 stations. Complain these media directors: the situation is
still worse with regard to daytime network participations. Many sta-
tions carry different parts of such shows on successive days. This
"hodge-podge" coverage situation, one of these mediamen told SPONSOR,
hurts ratings over the long run. Another said it looked to him as
though networks were "trading their lineups down to the lowest de-
nominator," content to get bulk of profits from first 60-80 markets.
(Sponsor Report* continues i»«iw«' lit)
SPONSOR
3 SEPTEMBER L956
LANCASTER, PENNA.
NBC AND CBS
Among the television markets foremost in
the manufacture of primary metals, the
Channel 8 Multi-City Market ranks elev-
enth, based on production figures for
America's top 100 counties (SALES
MANAGEMENT Survey of Buying Power" —
May 10. 1956) This is just one phase of the
widely diversified industry which makes
the WGAL-TV Channel 8 market a buying
market for your product.
STEINMAN STATION
Clair McCol lough, Pres.
CHANNEL 8 MULTI-CITY MARKET
Representative
the
MEEKER
compa
ny,
inc.
New
York
Los
Anc
eles
Chicago
San F
rancisco
SPONSOR
• 3 SEPTEMBER \i)r>()
316,000 WATTS
advertisers use
3 September 1956
Volume 10 Number!
ARTICLES
DEPARTMENTS
\««* tv show costs point to .S'300-»t iff ion near
Fewer spectaculars this year, but along with specials they'll tally $2 1 million;
SPONSOR estimates $8 million in prizes from nighttime quiz lineup
Where advertising men eat to meet
Man can't live on food alone, say admen who rank tops among entertainment
spenders; they're martini-wise, go where elite meet, know all the maitre d's
10 winter headaches Oilmen ettn solve now
The second article of a two part series discusses solutions to such winter prob-
lems as budget crises, net debuts, buying syndicated shows and time
20
32
III
AGENCY AD LIBS
49TH & MADISON
MR. SPONSOR Alan C. Garrart
NEW & RENEW
NEWSMAKERS
NEW TV STATIONS
P.S.
ROUND-UP
SPONSOR ASKS
SPONSOR BACKSTAGE
SPONSOR SPEAKS
TIMEBUYERS
TV RESULTS
FILM CHART
FILM NOTES
Can hi-ii music sell hiah finci nee?
Investor magazine uses classical music stations and five-cent words to gain
public interest in the complicated world of financial investments •*'»
If on* in present a tv commercial to a clU'nt
Old fashioned storyboards remain agency's favorite form of commercial pre-
sentation. Other methods including mechanical types discussed •*«*
HFC spends locallu to f<»ncf locally
Household Finance Corp. spends 55% of its ad budget on local radio and tv.
Advertising method stresses the neighborly nature of the personal loan »0
He grosses SI .000 ir<»<»f»*fu on « SI 0.7 tv ail hmluet
Hampton, Virginia, man parlays a talent for making good salads into a profitable
business by expanding his market through local television advertising ' —
1/f sponsored network tv show easts
Complete dollar figures on costs relative to talent and production together
with information on sponsor and agency in five pages of detailed charts f f
COM I NC
What's next for tv. the SI billion medium?
Like a climber who has scaled Everest and now seeks new heights to conquer,
this young and vital industry asks, "Where do we go from here? '/ Sept.
\egro Kadi o — f U .» ti
SPONSOR S annual roundup on this specialized type of broadcasting will come __
sparato publication accompanying the regular issue of this magazino I* Sept.
Editor and President: Norman R. Gle
Secretary-Treasurer: Elaine Couper
Vice President-Genl. Manager: Bernar
Executive Editor: Miles David
Managing Editor: W. F. Miksch
News Editor: Ben Bodec
Senior Editors: Alfred J. Jaffe, Evelyn
Jane D. Pinkerton
Assistant Editors: Robert S. Solotaire,
Morse, Joan W. Holland, Erwin Ephro
Contributing Editors: Bob Foreman, Jc
Art Director: Donald H. Duffy
Photographer: Lester Cole
Advertising Director: Arnold Alpert
Advertising Department: Charles W.
New York Headquarters; Kenneth M.
Midwest Manager; Edwin D. Cooper,
Manager; Jean Engel, Production M^
Charles L. Nash, Marilyn Krameisen,
Becker
Circulation Department: Beryl Bync4
Cutillo, June Kelly
Administrative Coordinator: Cath
Rose
iri e
as a sor
Accounting Department: Laura Oken,
Fazio
Secretary to publisher: Carol Gardner
rublishnl biweekly by SPONSOR PUBLICATION
i with TV. Executive, lMiu>rlal Clrcu u
advertising Oil r.'ih si , 10th * m
N.u fork 17. N Y Telephone : Mlrrny II II
• Office: 101 B. Orand Ave Phone
Loi Angela! Ofllco: 6087 Sun»et B
Phone: IIOIIyiM.M 1-8089. Printing Office: 3
'•■ i Baltimore 11, tld Subicrlptloo: Uni e
ii I'amiia and foreign $9. Single oo)
Ul I 9 A Address all corre*i'ondc nl
K. IIMIi St . N™ York 17, N Y Ml'rrny II 1!
Copyright 1956, SPONSOR PUBLICATIONS I
You Can Cover
MORE of ARKANSAS
with
\
» V.
'-,:*■ .
THV HAS:
Tallest antenna in the Central South -
1756' above average terrain!
Basic CBS affiliation — Channel 11
316,000 watts!
• ST**. "'" *' J5
KTHV HAS:
Central South's finest and most com-
plete television facilities — completely
new building, four camera chains, two
large studios, 20' revolving turn-table,
fully-equipped kitchen, etc.!
Ask your Branham man for the >n u
KTHV coverage story!
316,000 Watts Channel
Henry Clay, Executive Vice President
B. G. Robertson, General Manager
AFFILIATED WITH KTHS, LITTLE ROCK, AND KWKH, SHREVEPOR1
CASE HISTORY -
BEVERAGES
\\ hen I [awaiian I'mu h readied its
1956 si in advertising campaign
i • m us ne« Southei ii ( .iliicn in. i si ifi
diiiik, "Hula Highball," \1 Atherton
ol Itherton Advertising Vgencj Los
Vngeles, (lucked food broker Waldo
Woods ol Waldon Pacific Company
for media recommendation. Woods
asked liis nine field salesmen; they
asked iheii ki\ grocer) accounts.
Result : I he entire < onsumei advei
tising budge) for Hula Highball
went to saturation spots seven d.i\s
a week on radio KBIG, covering all
eight Southern California counties
from ( atalina.
\\e had nothing bin u.iiin regard
Idi KBIG from |>.im experiences,"
sa\s Brokei Woods "Now we find
thai the grocery trade shares oui
feeling thai repetition on KI5K. is
i In i id 1 1 1\ i and ' Hi. ii hi \\,i\ in tell
.1 food stoi \ in all Southei n ( .i\\
fornia."
Foui supermarket chains and liii\
i'K(i\ product manufacturers
.in joining Hula Highball in making
food iIk N umbei I business category
"ii KBIG ... the Giant Econom)
Package ol Southern < alifornia Radio.
\i\\ KBK ■ in \\ ( ( (I man will lie glad
in provide more detailed food foi
thought.
K
^ KBIG
>H^*t \ I The (atalina Station
{fctfEt- 10,000 Watts
740 "JST
JOHN POOLE BROADCASTING CO.
6540 lun.il Blvd.. Los Angnlx 38, California
TtUphonm: Hollywood 3 -3705
Nat. Rep. WEED and Company
timi:huyi:rsatworK
Evelyn
Jones
Donahue
and Coe
New York City
«9li«' has been planning for a campaign tailored to the
needs of D & C account, Tri-Nut Margarine. She sug-
gests that buyers doing advance planning should try to
establish franchises in markets which are suited to the
product in question. "Even if you have to divide esti-
mated budget between the top two stations, get into the
markets that will probably be hit and establish priority
with them," says Ev. When you're selecting the station,
three considerations should prevail, viz. ratings, costs,
available packages. At the moment," she continues,
"we're planning in this way for Tri-Nut Margarine. In
this case, we are also aiming for equity in each market."
Richard B.
Pickett
Foote, Cone
& Belding
New York City
^^ickett feels that information on the listening habits oi
special groups would prove an aid to timebuyers. He
says, "If station- and their representatives did more ag-
gressive research- particular!) creative research--it
would be much easier for advertising agencies t<> sell
broadcast media to their clients. Today, this is especially
true nl radio, which often places i<><> much emphasis on
ratings and cost, and not enough on qualitative values.
For example, ii would be mosl helpful to learn more aboul
the type of audience reached l>\ a particular station or
program. Aided b\ this type ol information," he con-
cludes, "the timebuyer can better serve his accounts.
SPONSOR
3 SEPTEMBER L956
By an ever-Increasing margin, WNAC-TV
leads the Boston market. Accordinq to ARB
and Telepulse this station has the lion's share
of the audience in almost every time period
— morning, afternoon and evening. This lead
has increased steadily in report after report. Currently, WNAC-TV
has more than 40% more viewers than its closest competitor.
Whether the choice is
* CBS programming,
• ABC shows,
* Local news,
* Syndicated film . . .
Boston television families c/ioose
NBC RADIO'S NEf
will sell h
Only on NBC Radio will the lady find such variety
of entertainment every weekday afternoon. And
only on NBC Radio can advertisers buy one-minute
participations in afternoon programs — even dra-
matic shows — for less than $1,000 per minute.
DRAMA . . . beginning at 3:00 p.m. (edt)
She'll hear FIVE STAR MATINEE, complete, live
half-hour plays based on stories by her favorite
authors of women's magazine fiction . . . with Broad-
way star David Wayne as host-narrator. Next — three
favorite day-dramas: HILLTOP HOUSE, PEPPER
YOUNG'S FAMILY, and WOMAN IN MY HOUSE.
Then MARY MARGARET McBRIDE in her new
quarter-hour chats.
MUSIC . . .at 4:30 p.m. (edt)
An hour of melody. FRED WARING'S SONGFEST
presents Fred as host, with choral groups and top
name stars direct from the Waring Workshop. Then
to CAFE LOUNGE at the Hotel Statler in New
York for the live rhythms of one of America's lead-
ing cocktail combos.
INFORMATION ... at 5:30 p.m. (edt)
Rounding out her afternoon, a stream of NEW
IDEAS, reports from the BUSINESS WORLD,
results on SPORT-O-RAMA, and Dr. George Gal-
lup's OBSERVATIONS on public opinion trends.
Here's variety to satisfy the housewife's afternoon
moods . . . jusl as N BC BANDSTAND brightens her
morning hours. It's an opportunity to spread your
sales messages throughout the day, for under $1,000
per commercial minute.
! el j NBC Radio Network representative show
you all the advantages.
Exciting things arc happening on
JP RADIO NETWORK
a 88T\ fCl oj
FTERNOON LINE-UP
any mood
;*£
NS
m
1 000 WATTS
970 KC
POPULAR]
MUSIC
24 HOURS
AROUND THI
CLOCK
BAKERSFIELD & KERN COUNTY
CALIFORNIA
1. Hub of California's
petroleum industry
2. Nationally -1 in cotton
#3 in agriculture.
of the
WESTS
RICHEST
MARKETS
k
1. Center of Nation's
Supersonic Aircraft
production.
2. Desert Expansion!
America's fastest
growing frontier.
Fm.
r$f
000 WATTS
1380 KC
%
THE
Big
VOICE OF
Music . .
FOR COMPUTE
ANTELOPE VALLEY COVERAGE
LANCASTER & ANTELOPE VALLEY
CALIFORNIA
^|» Inquiro of
ADAM YOUNG, INCORPORATED
obout this outstanding
combination buy.
by Boh lore in it n
The sponsor's lot is not a happy one
Sometime hack I put together a number ot carefull) se-
lected word- (iii the subject of how difficult ii is to be an
agency television entrepreneur. Therein I outlined some of
the heartaches and headache- of show buying and show main-
tenance and made. I felt, a strong ca-e in behalf of those of
US who labor thusly.
Recently it occurred to me that sympathy should be ex-
tended not onl) to the people with the l\ jobs such as mine.
hut also to another group, one which faces problems both
similar and dissimilar but equally horrendous. I'm referring
to that often blasphemed segment of the human race known
as "sponsors."
At the risk of sounding unctuous let me say that one has
merely to step back from the day to day scene to witness in
fairly sound perspective what this breed must go through.
Sympathies are decidedly in order.
For example, let's start with the simplest and \ et certain!)
the most important field for pitfalls and pratfalls that folks
in tiie offices of the ad\eitisers must find their \\a\ through—
the hazardous area ol the commercial.
It take- a man with the second sight ot a -killed motion
picture producer, writer, cutter or director to read even the
simplest and shortest of commercial scripts and be able t"
visualize the smooth How ol action that i- intended. While
filling in between the lame- I in hi- mind, of course )- he must
see the advertising values in what he i- reading a- well as
analyze almosl l>\ second nature the mechanical problems as
well a- costs, few il an\ ad\ertising folks were able to do
this -i\ and seven years ago. Toda\ main are. If necessity
is the mother o| invention, it i- the lather of the sponsor
lor sure.
Iii addition to perfecting a skill in interpreting what i- lett
out ol .i storyboard and in understanding the implicit while
viewing the explicit, the ad manager, brand man or whoever
he i-. must he able to see beyond the technique id the sketch)
storyboard and visualize the finished product. This is equall)
dilhc nil when the final him i- intended a- animation or live
act ion.
(tin "client man inii-t know enough about cost ol produc-
tion and the time it lake- to perform the various laboratory
i Please turn to page 7_' |
10
SPONSOR
3 -I PTEMBER L956
PITTSBURGH
between PITTSBURGH
and HARRISBURG
Here's evidence— proving beyond any doubt— that you get
over 75.000 more TV homes in central and western Pennsyl-
vania by buying WFBG-TV in combination with Pittsburgh.
No Other Station Combination in the Area Produces This Maximum
Audience. Proof: ARB, March. 1956 Coverage Study. Call
your H-R man today.
THE ONLY BASIC CBS -TV STATION
SERVING THE AREA
WFBG-TV's Unduplicoled WFBG-TV's andStation B's Pittsburgh's Primary Area
Primary Area Duplicated Primary Area
WFBG-TV
ALTOONA, PENNSYLVANIA
Channel 10
ABC-TV • NBC-TV
Repraented by H-R Television, Inc
operated by: Radio and Television Div. / Triangle Publications. Inc. / 4-6th & Market Sts . Philadelphia 39. Pa
WFIL-AM-FM'TV.PniladelPh'a' Pa / WNBF-AM«TV-Binghamton, NY / WHGB-AM/Harrisburg. Pa./ WFBG-AM-TV Altoona. Pa
SPONSOR • 3 SEPTEMBER 1956
IN WASHINGTON
The MIDDLE of Washington State, a
growing economy based on diversified
agriculture* and metal industries.7
The Apple Capital of the World, plus
1,000,000 new acres of irrigated
farm lands.
• Alcoa, Keokuk Electro, and other metal
industries have selected Wenatchee
plant sites due to low-cost hydropower
from the Columbia River dam system.
More are coming!
KPQ's 5000 W, 560 KC combination gets
way out there, covering Central Washing-
ton, parts of Oregon, Idaho, and Canada.
We know because of our regular mail
from those areas. Then too, we have no
TV station here, we're separated from
Seattle by the high Cascade mountains,
and we're many miles from Spokane.
YOU CAN'T COVER WASHINGTON
WITHOUT GETTING IN THE MIDDLE, AND
THAT'S KPO Wenatchee, Wash.
The AA STATION
That's AUDIENCE APPEAL:
We program to our audi-
ence, with SELECTED top
network programs plus lo-
cal color . . . music, news,
farm shows, sports — the
things people call about,
write in for, and partici-
pate in.
JOOOOOJOOUJ
GUARANTEE
TO OUTPULL all other
North Central
Washington media
TWO to ONE
^Yinryyrinnnrr
National Reps: Regional Reps:
FORJOE AND CO., INC. MOORE & LUND, SEATTLE
One of the Big 6 Forjoe Represented Stations of Washington State
t
MADISON
sponsor invites letters to the editor.
Address 40 E. 49 St., New York 17.
CREDIT WHERE CREDIT'S DUE
] ha\e been considerably flattered
to note that I have been quoted on
page 94 of \our (> \ugust issue.
However, I must hasten to disclaim]
an) credit for the gem which is
quoted. It is an excerpt from an ex-
cellent piece entitled ■■Imagination,"
which was distributed In ABC Radio
last Christmastime. I quoted from it
in a talk to the Alabama Broadcasters
Association last \pril. and I suspect
that is how it came to \oiir attention
and was selected by you.
This is simph to set the record
straight and to give credit where
credit is due.
John !■'. Miu.iii i;
/ ice president for Radio
\ IRTB
li 'tishiiiiiton. I). C.
• The quoti which has now
roosl — read: "Of all means «>f
Done run sr.iisf\ the mind's <■>
radio. "
in- home to
miii[iiiir:itiiin.
• I 111 .-I n liki-
VIVA ED SULLIVAN
Joe Csida s column about Ed Sul-
livan made all of us at K & E verj
pleased indeed. Kspeciall) coming
during the week Ed was out of action
because oi his accident.
For more than seven years, we have
been saying loudl) that this gentleman
is the Cecil B. DeMille ol t\ ; with a
plus. We have never met a harder-
working, more understanding char-
actei in the business. I he trade was
lasl to see the qualities in Sullivan
which his audience found \ ears ago.
Il\i Davis
/ ice-president
Kenyon & Eckhardt
Veu York
LOOK TO THE HILLS
I hank- for the might) kind words
about K I 1 1\ i ontained in \ our edi-
torial in the 23 Jul) issue. Hut m\
heartfelt thanks for the advice to the
i Please turn to page L6)
12
SPONSOR • 3 SEP! i M m i; L956
t»^e
*» io«°
11
* + *•*
wj i u-rv
r^uAIL
TV /X^tJUyu^ I
For Today... and Tomorrow
The Magnificent New Home
of Detroit's Storer Stations
WJBK
RADIO
1500 KC
10,000 WATTS DAY, 1,000 WATTS NIGHT
Detroit's most complete record library
serves radio music lovers.
WJBK-TV
CHANNEL 2
CBS
A curving staircase leads from the wood panelled
lobby and reception room.
Traditional furniture
is used throughout,
as in this office of
the radio managing
director.
Only half of the \, . ion Studio \ 75 x 52 feet) is needed
for the liik' "Ladies Day" audience.
Repraenled by THE KATZ AGENCY, INC.
STORER NATIONAL SAIES OFFICE, U8 E. 57th, New York 22, MUrroy Hill 8-8630
Neighbor of the Famous General Motors and Fisher Buildings in the Dynamic New Center Area
7441 SECOND BLVD., DETROIT 2, MICH. • TRinity 3-7400
WITHIN THESE DOORS, tomorrow's radio and television equipment at work today to make
WJBK Radio and WJBK-TV even more powerful salesmen throughout the great South-
eastern Michigan market. We're open ... for business ... in a big new building as handsome
as the big new business we can build for you. Now, more than ever, these outstanding Storer
stations are your best choice for sales results, with these marvelous facilities to serve our
clients, viewers and listeners. Come visit us when you're in Detroit!
Color TV is recessed into the wood panelled wall
of the television managing director's office.
To Be Greeted with a
City-Wide Celebration
Member 18th's the day for the formal opening cere-
lies! Open House for the public and attendance by
I I, state and national officials will make the new home
VjBK, Radio and WjBK-TV the center of all eyes.
Direction Control, announcers' booth and clients' viewing room,
as seen from TV Studio A.
Radio Studio A, one of three
ultra-modern, fully equipped radio broadcast centers.
NO OTHER DENVER RADIO
STATION CAN MAKE
THESE STATEMENTS
MORE GREATER-DENVER FAMILIES
LISTEN TO KLZ-RADIO THAN TO ANY
OTHER DENVER RADIO STATION
Morning, Afternoon and Night
HERE'S PROOF;
Statements substantiated by Denver's most complete and nationally recognized radio sur-
vey, Pulse Inc. — based on 72,000 completed quarter-hour reports, June 1956. Full Morning
6 AM— 12 Noon; Full Afternoon 12 Noon — 6 PM; Full Evening 6 PM— 12 Midnight. No
selected segments.
FM
in average rating MORNING, 6.83; AFTERNOON,
4.85; EVENING, 4.85. KLZ's average evening rating is
higher than any other station's average daytime rating.
in PERSONALITY SHOWS ... 8 of KLZ's daily
personality shows rate first in their time periods.
in NEWS — WEATHER — SPORTS — MARKETS ... 1 9
of these KLZ broadcasts rate first in their time periods.
KLZ has highest ratings during 51 of 72 da/7y quarter-
hours surveyed (plus 1 tie) . . . 2!/2 times more than
all other radio stations combined!
Statements based on ratings (number of actual radio listeners per 100 homes).
NO WONDER KLZ-RADIO HAS BEEN
NATIONALLY ACCLAIMED FOR THE
RE-BIRTH OF RADIO
H I
"
Buy this audience — Sell this audience — Buy KLZ Radio
49TH b MADISON
(Continued from page 12 I
"Men in the ()ra\ Flannel Suits'" to
get out of their ivorj towers and find
nut what's going on in the hinterland.
It is a message we have been tr\ ing to
put across for years, but it will now
have the ring of authority.
Bill Hi it
KTHY
Little Rock, Arkansas
COURSE FOR CANDIDATES
Your "How to sell a candidate.
1956" series was published just as we
were formulating plans between our
Education department and the local
college Tv department for a political
candidates' tv school. I think the in-
terest in political tv in the coming
election definitely calls for every sta-
tion to trv this kind of thing.
Lawrence H. Ro(,i:ks. II
WSAZ-TV
Huntington. II . I a.
PROBLEM IN AUSTRALIA
\\ e have a problem concerning a big
client in the proprietary medicine held
in this countrj .
In this market, he is one of the three
brand leaders. There are also a
number of small sellers of little indi-
vidual importance. Our client is spend-
ing about half as much as either of his
two main competitors, and has been
out-spent for seven or eight \ears. As
far as we can ascertain, there has been
little if an\ change in the share of the
market divided between the three
leading brands in that period.
We believe that the consistently
greater weight of publicih behind our
two competitors must eventualK rea< I
against our client — the strength of
"habit as a Factor in brand preference
prevents a quick change: but a change
will occur in time.
Our approach to you is prompted b\
the hope that you can refer us to some
case histories relhvting similar cir-
cumstances or help us with your
opinion. . .
R. C. Dwi \
Briggs <iml James Pty. Ltd.
Melbourne, Australia
• Among the rr recent SPONSOR article*
similar i<» Reader Davey's case nr.-: "Max Factor
had the 164,000 answer," 9 January 1956(
'<..!>'* quandary," 2 April 1*>."><>: "Shulton
bnUds ti 'specs1 on strong spot foundation,*1 2H
Ma) 1956.
16
SPONSOR
3 SEPTEMBER 1956
•^
^w
*.«.;*%
jfc^Sf
THE
SOUTHERN
iAUFORNIA
LOOK
It's drifts of filmy lace on
the Empire bodice of this
cocktail sheath by Dorothy
O'Hara of California.
It's $26.6 billions worth of
planes produced last year in
Metropolitan Los Angeles,
the U. S. aircraft capital.
It's minimis of lasting im-
pressions on big-earning,
big-spending Southern Cali-
fornians by advertisers on
KRCA4
NBC TELEVISION IN LOS ANGELES . . . SOLD BY
0
SPOT SALES
WANTED
ARE YOU THE SALES MANAGER
SPONSOR NEEDS IN THE SOUTH?
Due ti> expansion to a weeklj
operation, SPONSOR i- looking for
a hardworking Sales Manager in
the South and Southwest, with At-
lanta a- headquarters. This is a
top-notch sales area and requires a
top-notch man who is looking for
an exceptional opportunity and is
willing to work for it. You'll be
• ailing on key station executives in
1 1 states. There's plenty of pres-
tige, sales advantages, and interest-
ing activity to tlii- assignment —
plenty of travel, too. If you're the
man. you'll have a proven sales
record, some know [edge of station
operation, a reputation for square
dealing, ami a deep down desire to
improve your financial position.
Please rush lull details.
BOX 93, SPONSOR, 40 E. 49,
NEW YORK 17
by Joe Csida
Convalescent' s-eye view of the Convention
I did not really anticipate that I would ever have to face
a personal test of that ancient exhortation, "The show must go
on!" And it may be one of the signs of advancing age. or
possibly a fundamental lack of ambition that, faced with the
test, niv response was "Why?" and "Who Says So?" I ba-
llot bothered at the time, and 1 don't even blush to say I am
unperturbed now, by my failure to go on with the show
under duress.
The show I'm talking about, of course, is this column. As
you may know, I missed the last one. Actually I could have
written it. My deadline was a Friday, and it wasn't until the
Wednesday preceding that the doctor, with some urgency,
checked me into the hospital. I hadn't been feeling particu-
larly fit for some several weeks, but on the other hand I
wasn't in am particular pain or agony either. I had merely
turned a rather deep shade of yellow, which was for a little
time obscured by a moderate coat of tan I'd accumulated
during the summer. The whites of one's eyes rarely tan.
however, so when mine did. it was plain that something seri-
ous was amiss.
\-ra\s revealed that this was not infectious hepatitis, but
that the bile which had found its way into my bloodstream
had done so because of an obstruction. Exactly what the ob-
struction was was indeterminable, but surgery was plainlv in
order. All this they discovered on Wednesday, and from
then till Monday they prepared me for the operation. Intra-
venous feedings, hypo injections, pills, conversation, expla-
nations. I was so fascinated and frightened by all these
preparations that when my partner, Ed Burton, asked me
whether 1 was going to do the SPONSOR column. I said. "No.
I don't thing so, Ed. IM have a tough time concentrating."
One more thing about Operation Operation and 1*11 never
mention it again. But I do want to thank the more than three
hundred friends and acquaintances who sent notes, card-,
books. Ilowers. who called in via phone or came out for a
visit. It's hard to tell you how much those thing- help at a
nervous, iiuliappv lime I ike that.
In this convalescenl period I gue-s I've seen more tele-
vision than in any concentrated time in years. Including, of
I /'lease turn to jiaize 7.'! i
18
SI'ONSOH
3 SI PTEMBER 1()5(>
More proof of
DOMINANCE!
Now ARB joins PULSE
in giving WXEX-TV:
More 1/4 hours than any
other Richmond area station
More top shows than any
other Richmond area station
ARB: July, 1956; PULSE: May-June, 1956
Tom Tinsley, President
NBC BASIC-CHANNEL 8
Irvin G. Abeloff, Vice Pres.
National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Forjoe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta.
SPONSOR
3 SEPTEMBER \')r>()
V)
"ask your Colonel"
THE SELLERS HANDBOOK
The names of grocery chains; the number of service stations;
factory shifts; paydays; the weather month-by-month; the kind
of water: transportation; hotels; distance to the airports; major
companies are just a few of the facts you'll find in each of The
Seller's Handbooks now completed for 24 markets represented
by PGW Television Sales. Much of this data was included at
the suggestion of advertisers and agency account executives . . .
ami we hope that they will find the Handbooks especially useful.
ask your Colonel
Peters, Griffin, Woodward,
li'NT
Pioneer Station Representatives Since 1932
NEW
YORK
CHICAGO
DETROIT
250 Park A\ enue
YUkon 6-7900
230 N. Michigan Ave.
Franklin 2-6373
Penobscot
Woodward
Bldg.
1-4255
ATLANTA
FT.
WORTH
HOLLYWOOD
SAN
FRANCISCO
Glenn Bldg.
Murr;iy 8-566"
r
406 IV. Seventh St.
1 dison 6-3349
1750 S. Vine St.
Hollywood 9-1688
liuw Building
Sutter 1-3798
Cik
mil
rr
P.G.W. television has just prepared what is probably the
most complete collection of market and station facts ever
assembled at one time by a broadcast sales organization.
Designed to help us better serve the people we sell, we
hope that you will make full use of this information:
KYW-TV
PRESENTATION HOLDER
To make his presentations complete and compact, your Colonel is now
equipped to deliver availabilities, for each station, in a file-size folder on
which is printed: the station coverage map: rate card; a concise market
profile and highlights of the station's programming or personalities.
A complete set of 24 would be a worthwhile addition to every buyer's file.
"DAME TIME" TELEVISION
ore light on the most discussed and least understood area
television advertising. PGW Television Sales' newest
■esentation "Dames In The Daytime" is directed primarily
brokers, distributors, wholesalers and company repre-
ntatives in the markets we represent. But, anyone inter-
ted in selling the women who buy their wares will find
lis boo ilet timely, easy to read, and highly informative.
ask your Colonel
Please turn the page
... Here
are \\
ie
stations
am
i the
marke
ts
we sell
- — —
EAST-SOUTHEAST
VHF CHANNEL PRIMARY
WBZ-TV
Boston
4
NBC
WGR-TV
Buffalo
2
ABC
KYW-TV
Cleveland
3
NBC
WWJ-TV
Detroit
4
NBC
WPIX
New York
11
IND
KDKA-TV
Pittsburgh
2
NBC
WCSC-TV
Charleston, S.
c.
5
CBS
WIS-TV
Columbia, S. (
10
NBC
WSVA-TV
Harrisonburg,
Va.
3
CBS-NBC-ABC
WDBJ-TV
Roanoke
7
CBS
WTVJ
Miami
4
CBS
MIDWEST-SOUTHWEST
WHO-TV
Des Moines
13
NBC
WOC-TV
Davenport
6
NBC
WDSM-TV
Duluth — Superior
6
NBC
WDAY-TV
Fargo
6
NBC-ABC
WISC-TV
Madison, Wis.
3
CBS
WCCO-TV
Minneapolis —
-St.Pau
1 4
CBS
KMBC-TV
Kansas City
9
ABC
WBAP-TV
Fort Worth — Dallas
5
ABC-NBC
KFDM-TV
Beaumont
6
CBS
KRIS-TV
Corpus Christi
6
NBC
KENS-TV
San Antonio
5
CBS
WEST
KBOI-TV
Boise
2
CBS
KBTV
Denver
9
ABC
KGMB-TV
Honolulu
9
CBS
KMAU— KHBC-TV
Hawaii
KRON-TV
San Francisco
4
NBC
{
For sample schedules of: daytime volume plans; low-budget high-
frequency ID schedules; women's participating programs; or a
locally-originated, locally-integrated, tested and proven program of
your owu . . .
ask your Colonel
}
Peters, Griffin, Woodward,
JNC,
Pioneer Station Representatives Since 1932
NEW YORK
250 Park Avenue
YUkon 6-7900
CHICAGO
230 N . Michigan A vc.
Franklin 2-6373
DETROIT
Penobscot Bltlg.
Woodward 1-4255
ATLANTA
Glenn Bldg.
Murray 8-5667
FT. WORTH
406 W. Seventh St.
I Iron 6-3349
HOLLYWOOD
1750 N. Vine St.
Hollywood 9-1688
22
SAN FRANCISCO
Kuss Building
Sutter 1-3798
SPONSOR
3 SEPTEMBER 1956
Alan C. Garratt, ad mgr., A.C.C. Div. American Tobacco Co.
IVIR. SPONSOR
Alan Garratt: "Must reach the people"
"Too many commercials these days have a tendency
to be namby-pamby," says American Tobacco Co.'s Alan
Garratt, advertising manager of the A.C.C. Division (Pall
Mall, Antonio y Cleopatra, La Corona and International
Cigars). He recalls the trend-setting, exciting days of
George W ashington Hill advertising philosophy.
"But times have changed. Today's tv audience would
bristle at an approach that was successful in radio more
than a decade ago. The temper of air media audiences
has changed, and successful advertisers reflect an under-
standing of this change in their campaigns."
Garratt has seen Pall Mall advertising go through
many stages, from overwhelming emphasis on use of spot
radio to program sponsorship, in the 19 years that he's
been with the company. Today, he administers, under
Paul M. Hahn, American Tobacco president, a multi-
million dollar budget (through SSCB), which is two-
thirds in air media: 51% tv, 15rr radio and 34r< in print.
"We're thoroughly sold on air media," he told sponsor.
"For almost two decades now, the lion's share of our total
budget has gone into air media."
This fall. Pall Mall will be particularly heavy in net-
work tv sponsorship. In the past few weeks, Garratt
I Please turn to page 76)
NIGHT-TIME RADIO
IN LANSING
IS
"ERIK-O"
"HOUSE of MUSIC"
with Erik "0"
8:30 p.m. -12:30 a.m.
MONDAY THRU SATURDAY
POPS, STANDARDS,
JAZZ, NOVELTIES, R&B.
R&R . . . REQUESTS,
SPECIAL FEATURES,
GIMMICKS AND CHATTER
CALL
VENARD
RINTOUL
McCONNELL
NC.
MUSIC • NEWS • SPORTS
IN
La n s i ngs M irh iga n
SPONSOR
3 SEPTEMBER 1956
23
I,
How's this for a welcome?
. . . just in time to hear Hooper say:
WDGY
is now first in the afternoon
in Minneapolis *St. Paul with 27.4%*
. . . and just 6.1$ shy of first in the morning (27.9$ I
. . . and a close second all-day (27. 6$ )
NIELSEN'S coming along nicely, Mr. Blair, with a clear second spol
showing for WDGY.** (XS1 ^ total area, too)
PULSE reflects the upsurge with a big increase I'm- the 2nd straight
report, with WDGY. tied for second all day.***
It's happened last in Minneapolis-St. Paul, and there's more yet to
happen. Eight months of Storz music, news and ideas have given
WDGY the sound and the surge of success. Listeners can hear it.
Advertisers can feel it. In your planning for fall, remember — the
exciting buy is WDGY -with 50,000 watts and nearly perfect-
circle daytime coverage. Talk to Blair, or WDGY General Manager,
Steve Labunski.
Hooper, Monday-Saturday, 7 a.m. -12 noon, July-August, 1956
''"Nielsen, Sunday-Saturday, 6 a.m. -Midnight, June, 1956
Pulse, Monday-Friday, 6 a.m. -6 p.m., May-June 1956
THE STORZ STATIONS-Todd Srorz, Pres.denl
WDGY, Minneapolis-St. Paul WHB, Kansas City WQAM, Miami KOWH, Omaha WTI X, New Orleans
Represented by John Blair & Co. Represented by Adam Young Inc.
21
>ro\sou • 3 SEPTEMBER L956
i
New and renew
3 SEPTEM BER 1956
New on Television Networks
SPONSOR
AGENCY
STATIONS
PROGRAM, time, start, duration
Oil, NY I Katz, NY CBS 27
Tobacco. NY, for Pall Mall SSCB. NY ABC
tic Rcning, Phil.i Aycr, Phila CBS IS
llentine, Newark Esty. NY CBS 17
Shoe, St. Louis Burnett. Chi CBS 56
, b Williamson, Louisville Bates. NY CBS 83
rmeister. San Fran BBDO. San Fran CBS 2
:sne Brewing, Pitts Vic Maitland, Pitts CBS 4
an Kodak, Rochester |WT, NY ABC
ff, St. Louis DFS, NY CBS 15
ff. St Louis DFS, NY CBS 58
ff, St. Louis DFS. NY CBS 15
:oods, Chi, Perkins Prod FCB, Chi NBC
I Brewing, Detroit
Camp-Ewald, Detroit
CBS 6
Toy. NY Crey. NY
t Brand Foods. Little Falls, NY SSCB, NY
laco. Kenilworth, N| DCSS, NY
), Phila Hutchins. NY
Cinn Y&R, NY
:r Oats, Chi Lynn Baker, Chi
Paper, Chester, Pa
Oil, Ind, Chi
Oil, Ind, Chi
Chi
Chi
JWT. NY
D Arcy, Chi
D'Arcy, Chi
Mc-E, Chi
North, Chi
CBS
10
CBS
26
NBC
57
ABC
NBC
87
CBS
111
CBS
87
CBS
32
CBS
12
CBS
101
CBS
80
Redskins Pro Football; Sun aft; var times; 30 Sept;
13 wks
Navy Log; W 8:30-9 pm; 17 Oct; 56-57 season
Ciants Pro Football; Sun aft; var times; 30 Sept;
12 wks
Ci.ints Pro Football; Sun aft; var times; 30 Sept;
15 wks
Capt Kangaroo; Sa 10:15-10:30 am; 25 Aug; 32 wks
Bob Crosby; alt M 3:30-3:45 pm; 10 Sept; 52 wks
Rams-49ers Pro Football; Sun aft; var times; 7 Oct;
9 wks
Pitts Steelers Pro Football; Sun aft; var times; 21
Oct; 6 wks
Ozzie & Harriet; W 9-9:30 pm; 3 Oct; 56-57 season
Redskins Pro Football; Sun aft; var times; 30 Sept;
15 wks
Cards-Bears Pro Football; Sun aft var times; 30 Sept;
15 wks
Rams-49ers Pro Football; Sun aft; var times; 30 Sept;
15 wks
Queen for a Day; alt Th 4:4:15 pm; 4 Oct to 21
Mar '57; It Could Be You; alt Th 12:30-12:45 pm;
4 Oct thru 21 Mar '57
Detroit Lions Pro Football; Sun aft; var times; 30
Sept; 11 wks
Capt Kangaroo; M var 5-min segs; 10 Sept; 7 wks
Capt Kingaroo; W&F var 5-min segs; 5 Sept; 39 wks
Comedy Time; alt F 5-5:30; 9 Oct; 26 wks
Miss America Pageant; Sat 10:30-12 mid; 8 Sept only
People's Choice; alt Th 9-9:30 pm; 11 Oct; 52 wks
Tournament of Roses; Tu 11:45-1:45 pm; 1 Jan only
Godfrey Time; Tu 10:30-10:45 am; 14 Aug; 52 wks
Cards-Bears Pro Football; Sun aft var times; 30 Sept;
15 wks
Creen Bay Packers Pro Football; Sun aft; var times;
15 wks; 30 Sept
Carry Moore; F 10-10:15 am; 27 July; 52 wks
Bob Crosby; Th 3:30-3:45 pm; 30 Aug; 52 wks
Renewed on Television Networks
SPONSOR
AGENCY
STATIONS
Chicle, Long Island City
Bates, NY
ABC
Home Prod, NY
Y&R. NY
CBS 69
vlills, Mnnpls
BBDO. NY
CRS 87
Johnson & Sons. Racine
FCB. Chi
CBS 90
X Battle Creek
Burnett, Chi
CBS 86
Bros, NY
BBDO, NY
CBS 93
Bros. NY
JWT, NY
NRC 117
co, NY
K&E. NY
ABC
lift, St Louis
Gardner, St Louis
B&B, NY
CBS 119 !
Cinn
NBC 141
-Wip, LA
R&R, LA
NBC 60 (
Farm Ins. Bloomington, III
NLB, Chi
NBC 98
Chi
North, Chi
CBS 83 <
PROGRAM, time, start, duration
Ozark Jubilee; Th 10-10:30 pm; 4 Oct; 56-57 season
Codfrcy Time; Th 10:45-11 am; 30 Aug; 26 wks
Carry Moore; F 10:45-11 am; 31 Aug; 52 wks
Spotlight Playhouse-Red Skelton; alt Tue 9:30-10 pm;
28 Aug; 52 wks
Art Linkletter; Tu & Th 2:30-2:45 pm; 28 Aug;
52 wks
Art Linkletter; M-W-F 2:30-2:45 pm; 27 Aug; 52
Video Theatre; Th 10-11 pm; 23 Aug: 52 wks
Rin Tin Tin; F 7:30-8 pm; 7 Sept; 56-57 season
Spotlight Playhouse-Red Skelton; alt T 9:30-10 pm;
21 Aug; 52 wks
This Is Your Life; W 10-10:30 pm ; 26 Sept; 52 wks
Queen for a Day; alt Th 4-4:15 pm; 28 Aug to 2 Feb
Red Barber's Corner; Fri 10:45-11 pm approx; 7 Sept;
52 wks
Carry Moore; Th 10:15-10:30 am; 30 Aug; 52 wks
f"\
William R.
Brazzil ' 3 >
Herbert B.
Cahan <3>
Lawrence B.
Dunham, |r (4)
Broadcast Industry Executives
NAME
FORMER AFFILIATION
NEW AFFILIATION
is Bell WSOC, Charlotte, NC, program director
in E Bond TCF TV, NY, exec
y Brasky Teacher, Redondo Beach, Cal
m R. Brazzil NBC, NY, tv sales
Bremser KFAB, Omaha, prog mgr
rt B. Cahan WAAM-TV. Bait, prog mgr
Croninger WTIX, New Orleans, prog director
Daniels KROW. Oakland. Cal. sales
a M. Davidson KIDO AM-TV. Boise, pros
:ford Eager, Jr. Geo. P. Hollingberry. NY, acct exec
; Fisher Cuild Films, Cleve. branch mgr
E. Flaherty WNBF AM-TV. Binghamton, NY, director
urman BBDO, LA, production super
Cleeson MBS, NY. sportscaster
Cresham McCadden Corp, Hy, gen sales mgr
: Haskell KFAB. Omaha, pub service director
d Hcarn WCAO. Bait, sales
Holmes KTVX, Tulsa, natl sales mgr
ft Klynn UPA, Burbank, exec prod mgr
t H. Korn TPA, NY. acct exec
Kyle JWT, NY, asst prod-director
D. Marella info not available
L. Middlebrooks KING. Seattle, eng director
Milford CBS TV. NY. assoc prog production mgr
liller WINS. NY. sales
L. Miller Callagher-Delisscr. NY, natl adv rep
organ KOWH, Omaha, sales
Dallas KXYZ, Houston, exec vp-gen mgr
WBT, Charlotte, NC, asst program mgr
Animatic Prod, NY, vp-sales
KCF|, Hy, sales
WTVJ, Miami, natl sales director
Same, gen mgr
WBZ-TV, Boston, prog mgr
WQAM. Miami, prog director
KNXT & CTPN, Hy. acct exec
Same, mgr
Petry, NY, tv acct exec
NTA, Chi, acct exec
Same, asst prog director
Dcsilu, LA. asst director comml div
Same, sporis director
MGM-TV, Hy. west coast sales mgr
Same, asst gen mgr
WTOW. Towson, Md. sales mgr
Petry, NY, tv acct exec
Same, vp-prod tv commls
WA3D NY, sales director
MGM-TV, NY. asst mgr tv operations
WGR-TV. Buffalo, sales rep
Same, also KCW, Portland, Ore, vp-eng director
Same, prog production mgr
Petry, NY, rad sales exec
KYW, Cleve, natl sales coordinator
Same, sales mgr
Same, pres
Al Fiegel (4)
SPONSOR
•'•> MI'TEMBER 1 <).">(>
25
3 SEPTEMBER 1 956
\eu- and renew
Fred Nahas '3>
lack
Sandler 13)
John E.
Sullivan (4)
Owen F.
Uridge (3)
Joe S.
Watkins (4) jfl
Donn E.
Winthcr <3i
26
3. Broadcast Industry Executives (continued)
NAME
FORMER AFFILIATION
NEW AFFILIATION
Fred L. Nettere _ Katz Agency, NY, tv sales
loan Pettingell A. Meyerhoff, Chi, timebuyer
Lee Phillips WITV, Miami, sales coordinator
Al Racco KRUX, Phoenix, sales mgr
Rick Reighard WCUE, Akron, anncr
William R. Rytting Burton, Brophy, Rytting, Salt Lake City,
Wade St. Clair WBT, Charlotte, NC, asst program mgr
lack Sandler KOWH, Omaha, sales mgr
Mike Shapiro WFAA-TV, Dalls, comml mgr
pres
Warren Shuman XEO & XEOR, Rio Grande Valley, mrchndsng
Frank Steltenkamp WW| AM-TV, Detroit, sales
Walt Svehla WQAM, Miami, production
Dorothy M. Trantow WFNC AM-FM, Fayetteville, NC, traffic mgr
Clifford Trotter KJBS, San Fran, sales
Owen Fawcett Uridge WQAM, Miami, gen mgr
Lawrence Van Dolen Paul H. Raymer, NY, vp-rad sales mgr
|oe Vaughn orchestra leader
Walter E. Wagstaff KIDO AM-TV, Boise, gen mgr
Ray Wild MCA TV, NY, vp-southern div
E. Carlton Winckler CBS TV, NY, prog production mgr
Donn E. Winther WNBF AM-TV, Binghamton, NY, asst promo mgr
L. I. "Duke" Zimmerman WQAM, Miami, comml mgr
NEC Spot Sales. NY, tv sales
Petry, Chi, tv promotion
Same, natl sales mgr
KLAC. LA. acct exec
Same, production mgr
KTVT, Salt Lake City, acct exec
Same, radio sales
WQAM, Miami, gen mgr
KTVX, Tulsa & KATV, Little Rock, mgng director
Natl Time Sales, NY, sales
Same, sales development mgr
WCKR, Miami, programing
Same, asst continuity director
KCBS, San Fran, sales cct exec
WCKR, Miami, gen mgr
WINZ, Miami, natl sales coordinator
WABT, Birmingham, acct exec
KGW-TV, Portland. Ore. stn mgr
Same, field sales mgr
Same, director production operations
Same, promo mgr
WCKR, Miami, sales mgr
4. Advertising Agency Personnel Changes
NAME
FORMER AFFILIATION
NEW AFFILIATION
Dale Berger _ KLON-TV, Lincoln, Nebr, acct exec _.
Hcndrik Booraem, Jr. C. J. LaRoche, NY, vp-tv dept
North Clarey FCB, NY, acct exec
Richard M. Day KEYD-TV, Mnnpls, sales mgr
L. E. Dome Y&R, NY, mktng research
Lawrence B. Dunham, Jr. Campbell-Mithun, Mnnpls, acct exec
H. J. Enright .Journal Pub, St. Jo, Mo, adv mgr
James M. Evinger Stand Reliance Ins, Lincoln, Nebr, adv mgr
Patrick J. Fay DuMont, NY, staff director
Al Fiegel Erwin, Wasey. Okla City, am-tv director
John L. Gardner Cen Baking, NY, dir adv-mrchndsng
Doris Could Moselle & Eisen, NY, timebuyer
losephine Gray info not available
Kirk D. Holland, Jr. Torque Tools, Southgate. Cal, factory rep _
Edward C. Imbric Joy Mfg. Pitts, adv dept
Andrew Karing Y&R, NY, acct exec
Lew King Lew King Adv, Phoenix, owner
Harry Lawton Pabco, San Fran, adv-sales promo mgr
Kenyon M. Lee MacM-|&A. Miami, vp-branch mgr _
Joyce Peters
Georgia Stagner
|ohn E. Sullivan
Hella Teig
William H. Van Pelt, Jr.
S. E. "Bud" Vehon
Emil Mogul, NY, estimator
Paul Davis Co., Okla City, adv dept
Best Foods, NY, vp-adv cereals
Emil Mogul, NY, estimator
K, MacL & C, Pitts, acct exec
Luckoff & Wayburn, Detroit, acct exec
Joe S. Watkins Cardner, St. Louis, creative-contact
Ayers, Swanson, Lincoln. Nebr, acct exec
Same, acct super
DFS, NY, acct exec
Lloyd W. Nelson Adv, Mnnpls. acct exec
Fuller, Smith & Ross, NY, research assoc
Compton, NY, mktng acct exec
Ayres, Swanson, St. Jo, Mo, acct exec
Ayres, Swanson, Lincoln, Nebr, copy-contact
Wyatt & Bearden, Dallas, am-tv director
Knox-Ackerman, Okla City, vp-am-tv director
K&E, NY, promo dept
C. J. LaRoche, NY, timebuyer
Zimmer, Keller, Calvert, Detroit, acct mgr
Fulton, Morrissey, Chi, asst dir field mrchndsng
K, MacL&C, Pitts, acct exec
Grey, NY, acct exec
Lew king, Vehon & Wolf, Phoenix, pres
Hutchinson Adv, LA, acct super
Kenyon M. Lee, Adv, Miami & lacksonville, owni
Same, timebuyer
Knox-Ackcrman, Okla City, am-tv asst
Compton, NY, asst acct exec
Same, timebuyer
W. S. Walker Adv. Pitts, acct exec
Lew King, Vehon & Wolf, Phoenix vp
Bonsib, Ft. Wayne, vp-creative director
\
5. Station Changes (reps, network affiliation, power increases)
KCNO. Alturas, Cal, has become an ABC affiliate
KFXM. San Bernardino, Cal, has been sold to KFAY, Bakers-
field, subject to FCC approval
KGAK. Callup, NM, has become an ABC affiliate
KGMS, Sacramento, Cal, has appointed Forjoe as natl rep
KMOD, Modesto, Cal, has appointed Headlcy-Reed as natl rep
KBOX, Modesto, Cal, has appointed W. S Crant natl rep
KOVR-TV, Stockton, CI, has appointed Frank King as Cal rep
KRDC, Redding, Cal, has begun opertions as a Mutual-Don
Lee affiliate
KTTV, LA, has named Hixson & |ohgensen as adv agency
KUTA, Salt Lake City, is now KLUB
KVIP, Redding, Cal, began operation 1 Aug
KWIZ, Santa Ana, Cal, has appointed W. S Crant natl rep
WAVY AM-TV, Portsmouth, Va. has appointed H-R Reps as
natl rep
WCDT, Winchester, Tenn, has become an ABC affiliate
WCMB, Bait, has become an CBS affiliate
WDAM-TV, Hattiesburg, Miss, has sold 51 °0 interest to
WDSU Bcstng
WFEA. Manchester, NH, has appointed Weed natl rep
WCBI-TV, Scranton, has been bought by WCAU, Inc.
WCMS AM-FM, Washington, DC. has been sold to RKO Tele-
radio Pictures and has appointed Adam Young natl rep
WHK, Clevc, has become an NBC affiliate
WIOD, Mimi. is now WCKR and has become an NBC affiliate
WK|C, Fort Wayne, has become an NBC affiliate
WTAO. Boston, has appointed Richard O'Connell natl rep
WWDC, Washington. DC, has become an independent severing
net affiliation
6. New Firms, New Offices (changes of address)
Association Films, San Fran, has opened new offices at 799
Stevenson St
C M Basford Co. NY. has moved to the 19th floor at 60
E 42nd St
Bearden-Thompson-Frankcl & Eastman, Scott, Atlanta, have
merged and will have joint offices at 22 Eighth St. NE
CBS Radio Spot Sales. Atlanta, has moved to 805 Peachtrcc
St, NE
Fred E. Crawford, Jr, Adv, LA, has opened offices at 638 S
Van Ness Ave
Could Smith Assoc, Bcv Hills, has been reorganized as Could
Assoc.
Monroe Crcenthal Co. NY, has moved to 595 Madison Ave
Crcy Adv, Hy, has new offices at 1750 N Vine St — Hollywood
4-7374
Hullingcr Prods, Washington, DC. is now Hullinger-Casselberry
Prods
Frank King & Co, LA. has offices at 3780 W 6th St
Frank King & Co, San Fran, has offices at 1011 Hearst Bldg
KSAN, San Fran, has moved to 1111 Market St
Kenyon M. Lee Adv, Jacksonville. Fla, has offices at 1357
W Beaver St
Kenyon M. Lee Adv. Miami, has new offices at 1517 Alfred
I. DuPont Bldg
Mumm, Mullay & Nichols. NY. has moved to 136 E 57th St
Lew Pollack Prod, NY, new film company is located at 325
W 44th St
Rutlcdge & Lilicnfcld, St Louis, has moved to 1000 Market St
W|BK AM-TV, Detroit, has moved to 7441 Second Blvd
Sl'ONSOH
3 SEPTEMBER L956
WHO Radio
helps 114% Sales Increase
for Slcelly Oil
in Metropolitan Des Moines!
WHO
for Iowa PLUS !
Des Moines . . . 50,000 Watts
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
N Metropolitan Des Moines — as in ALL of
"Iowa Plus"— WHO RADIO is the quality
station that people hear, trust, BELIEVE.
Your messages on WHO carry more weight
because they are delivered by trusted voices
and are backed by excellent programming
sponsored by America's leading companies.
Skelly's Mr. Loudon KNOWS what all this
means to advertisers — and so do your Colonels
at Peters, Griffin, Woodward. Ask them!
SPONSOR
Peters, Griffin, Woodward, Inc., Exclusive National Representatives
3 SEPTEMBER 1956
27
...NOT SEVENTEEN?
YES...WBRE-TV does have
a 17 County Coverage
WBRE-TV'S ...NBC Fall and Winter show schedule is the greatest TV buy
in "Hill Country", USA. That's the 17 county area covered by Channel 28 . . .
America's First Million Watt TV Station. With a projected audience potential
of 2,000,000 busy people having an estimated buying power of $1,650,000-
000 you cut down your advertising costs per capita when you lodge your
message on the WBRE-TV log.
AN ■■" BASIC BUY : National Representative : The Headley-Reed Co.
Counties Covered: LUZERNE LACKAWANNA LYCOMING COLUMBIA
SCHULYKILL NORTHUMBERLAND MONROE PIKE WAYNE
WYOMING SULLIVAN SUSQUEHANNA BRADFORD UNION
SNYDER MONTOUR CARBON
Without question, the best engineer in the animal kingdom, the
Busy Beaver, with his ability to cut down trees ot more than
17 inches in diameter, transport them up or down stream by a
well trained stall ot coworkers, build communication lodges, and
millions ot acres ot pasture lands, has an intelligence akin to
WBRETV's unique community service to the people ot "Hill
Country', USA
TV Channel 28
WILKES-BARRE, PA.
3 SEPTEMBER 1956
Y & R's GE i\ receiwr account fjroiip finalizing plan- for debut oi "Broken Ximw." <l to
r) : Norman Glenn, i\ pgm. super.; Sherman Hoyt, acct. exec; James Watt, Jr. acct. super.
Network tv show
costs point to $:]llll-niJllioii year
Less spectaculars, but they anil 'Specials*9 will tally $21 million:
SPONSOR estimates $8 million in prizes from nighttime quizzes
by Ben Bodec
SPONSOR
WW liile checking network show costs
for this article SPONSOR asked a vet-
eran agenc\ t\ -radio executive — his
shop hills around $40,000,000 in air
media a year — how. in his opinion.
the 1956-57 tv network season was
shaping up.
His comment: "It looks like a rec-
ord year of bigness in every respect
hut one — bigness in new. fresh and
exciting programing ideas."
Lets take a raincheck on the valid-
it) of his crack about ideas and see
how his general anticipation of "rec-
ord bigness" relates to the results of
a stud\ sponsor has been conducting
into the coming season's program pic-
ture. After processing, analyzing and
projecting the accumulated data. SPON-
SOR submits these salient facts, figures
and observations drawn from them:
3 SEPTEMBER 1956
1. Advertisers will he spending not
far from $6,000,000 a week for pro-
graming on the three networks (exclu-
sive of time).
2. Projected over the 1956-57 sea-
son, this bill for talent and production
alone adds up to around $300,000,000.
\\ ith gross network time sale- expect-
ed to exceed $500,000,000, the com-
bined turnover for talent and time
would accordingly give commercial
network television an $800,000,000
year.
3. The network schedules show
fewer spectaculars than the past sea-
son. But other special programs, with
big talent budgets, are more than clos-
ing the gap. The programing bills
for spectaculars and such specials will
Network tv show costs article continues • Please turn page
29
NETWORK TV SHOW COSTS (Cont.)
These charts rep-
resent statistical
features derived
from SPONSOR'S
net show costs
1' 1 I r~l' 1
&$$$$$$$$$£
■&■
<&
<&
■eft-
■Eft
■eft
•eft-
-eft
t-J 'in II'
00 million for network
ograming in 1956-57
Dtal cost of daytime programing
Dial cost of spectacular and "specials",
ajor sports events right, production
45,000,00
20,750,00
8,000,00
tall) around 821,000,000 for the year.
Ilu- average < "~t l"i these specs and
specials is higher than ever.
I. Costs for practical!) all t\ pes ol
regular!) routined programs (three "i
I'm times a month) have taken an-
other hike. \mong tlif straight en-
tertainment shows, the biggest jump is
evident in hour-long dramatic fare.
Stars are getting more money, the
pi ice "I -'i ipts li.i\ e been appreciabl)
increased and the unions basic mini-
mums are iiji.
5. The giveawa) hinge is riding on
all cylinders. There are far more of
them on the nighttime schedule than
prevailed last season, sponsor esti-
mates the disbursement of prizes
among the network nighttime quizzes
could reach a total of $8,000,000 for
ihe ensuing \ear.
(). The balance ol representation on
network schedules is beginning to
-wing in favor of the independent
packager. Ownership or control of the
2.~> sponsored network shows which
make their bow this fall breaks down
this wax : 11 network-produced or con-
trolled. 13 independently-owned pack-
ages, and one agency-created.
7. The trend toward dramatic-type
fare, and this same fare on film, i- as
pronounced as ever. Of the foregoing
Cost of spectaculars and "specials" tallies $20 million
PROGRAM
SINGLE PRICE
"no. scheduled
LENGTH
TOTAL COST
Producers' Showcase
$320,000
13
90 min.
$
4,160,000
Nit. Night Spectacular
250,000
10
90 min.
2,500,000
"tar Jubilee
240,000
10
90 min.
2,400,000
1 l.dl of Fame
200.000
6
90 min.
1,200,000
\\ ide, Wide World
195,000
20
90 min.
3,900,000
Boh Hope-Dinah Shore
1 15,000
20
60 miu.
2,900,000
Shower of Stars
140.000
—
5
60 min.
700,000
Raj Bolgei Show
125.000
14
60 min.
1,750,000
See It Now
125,000
10
60-90
1,250,000
Grand Total
$20,760,000
M'iiNsOK
3 SEPTEMBER L956
..
Chart at right contrasts high, low and average
costs
Highest-priced show (all types)
Producer's Showcase *\RC)
$320,000
Quiz prizes in '56-' 57 could total $8 million
MAXIMUM 'TOTAL PRIZE
PHIZE MONEY 1956-57
PROGRAM NET PER WINNER SEASON
Most Beautiful Girl NBC $250,000 $1,500,000
Break the Bank NBC 250,000 1,500,000
Twenty-one 1 ._.. _ _ NBC 150.000 1,250,000
The Big Surprise NBC 100,000 750,000
Do You Trust Your Wife? CBS 75,000 750,000
High Finance _ CBS 75.000 600,000
The $64,000 Question CBS 64,000 500,000
The $64,000 Challenge __ CBS 64.000 500,000
Name That Tune „_ CBS 25.000 300,000
Treasure Hunt ... ABC 25,000 250,000
Giant Step CBS 10.000 150,000
Grand Total $8,050,000
■^SPONSOR estimated; based on allowance made in program's budget for prizes,
plus contingency fund
Lowest-priced weekly show
Uncle Johnny Coons (NBC)
$2,350
Average price of 1-hr. drama
$57,500
Average price of 1/2-hr. drama
$33,000
25 new shows. 17 fall within the drama
categor) and they divide as follows:
15 strictl) film, one live, and one
i Playhouse 90) a mixture of live and
aim.
8. Among the trends predicted In
agency programing buyers are: (a)
the eclipse of the half-hour film an-
thology, 1 1>I the freeze on adult West-
erns and (c) more quiz giveaways and
even bigger jackpots.
9. Broadly speaking, the price of
the half-hour film drama is up another
$5,000 for the new network season.
I lie exceptions are the show produced
abroad. The average quote is $38,000
net for first run. Last season the av-
erage was $33,000 net first run and the
year before, around $28,000. Tv film
sales organizations attribute the latest
rise to union increases all along the
line and the cost of getting their in-
vestments back.
10. The list of new shows joining
the networks represents a record num-
ber for recent years, and from com-
ment gathered in agency circles there
may be another substantial turnover
of net programs in January. Not a
few clients are leading toward a
change. They're waiting to see what
happens to the ratings in the fall.
Here are some other items, angles
and trade viewpoints that emerged
from sponsor's inquiry into the 1956-
5' look for network programing:
W hat's new. fresh and exciting?
This study brought SPONSOR into con-
tact with over a score of agencx execu-
tives who can claim fairly solid pro-
i Please turn to page 95)
For all sponsored net tv show costs, please turn to page 44
SPONSOR
3 SEPTEMBER 1956
31
Av. price 1A-hr. situation comedy
$36,000
Av. price weekly Va-hr. quiz show
$28,000
Av. weekly price daytime serials
$11,500
Sedale client-agency lunches usually take place in such hotels as
the Embassador, Plaza, Waldorf. Anticipating lunch over tradition-
al martini- above at the Park Lane's Tapestry Room arc (I. to r.)
BBDO's \ u -i in Scannell, product publicity manager; Richard Reed.
executive secretary oi the Main.' Sardine [ndustrj (client); Mrs.
Debb, a • ; Richard Detwiler, BBDO miir. «\ , mpnrate p.r.
Favorite lunch p dmei Gil n >re' itti u ts droves of glam-
orous tv, ii" i i personalities al night. Vbove, son <>f owner,
who frequently hosts i\ -lum debut parties, enjoys hoi summer day
Never like ilii- aflei noon, Michael's Pub packs in admen and stars
by Evelyn Konrad
WHERE ADMI1
A%iliiii'ii"> Iiiim li habits IcmI;i\ are as
highl) ritualized as the sexual mores
of am self-respecting South v'-a Is-
land tribe.
I his conclusion derives from a
broad siir\e\ conducted li\ sro\son
editors in the interest of pi ividing the
lunch guide admen can use. I onsci-
entious research took editors to such
tribal meeting grounds as roots
Shor's, 21, Stork Club, Louis & \i-
mand's. It even necessitated sampling
admen's iim>t i\ pica] lunches.
From this study, sponsor distilled
the !"ll"\\ ing essence :
• I aim h customs [all into a numbei
of categoi ies.. depending upon the pai -
ticipants: i 1 i agencj lunch w ith New
^ ni k client : (2) agenc) lunch w ith
out-of-tow n client : (3) rep u ith $5
MAN CAN'T LIVE ON
FOOD ALONE, SAY
ll)\IE\ U HO R l\k TOPS
(MONO E\TERT !/\ MEM
SPENDERS: THEY'RE
VI IRTIN1-WISE, KNOW
UA/TRE D\S !!Y \ t\lE. GO
WHERE THE EI ATE DINE
iT TO MEET
million timebuyer; (4i rep with $200,-
000 timebuyer; (5) noodling session
of agencymen from same shop; 1 6 1
tete-a-tete between tv producer from
one shop with radio-tv director of
agency to which he wants to switch :
1 7 ) top radio-tv exec with ad manager
pushing low-rated shows low cost-per;
|8| same exec telling top network
brass why a 10 Trendex is a good
thing. . . . The combinations are in-
finite.
• Admen tend to eat where drinks
are big and women, few. I Notable ex-
ception: Agencyman taking client to
lunch may find it advisable to find
locale replete with decorative femin-
ity.)
• When discussing lunch with mem-
I Please turn to page 97 I
T 1 1 1 1 1 1 m : 1 1 1 m : 1 1 1 1 1 1 it 1 1 : 1 1 u 1 1 1 1 1 1 1 1 1 : i : 1 1 1 t 1 1 it in i M
ADMAN'S
DIRECTORY FOR EATING OUT
Listed below are some of those
New York restaurants which are the more popular
haunts of the advertising fraternity
RESTAURANT & ADDRESS PHONE
34TH-59TH EAST
Al Schacht— 102 E 52 PL 9-8570
Annette's— 928 2nd Av. EL 5-8509
Beau Brummet— 65 E 54 PL 5-1792
Berkshire— 31 E 52 PL 3-5800
Bird n' Glass— 13 E 47 Mil 8-0778
Black Angus— 148 E 50 PL 9-7454
Brussels— 115 E 54 PL 8-0457
Cafe Nino— 10 E 52 PL. 1-0845
Chambord— 803 3rd Av. (49) EL 5-7180
Chandler's — 49 E 49 PL 1-1960
Chapeau Rouge— 14 E 52 M U 8-3023
Cherio — 46 E 50 ML) 8-1190
Christ Cella— 144 E 45th OX 7-2479
Daniel's— 53 E 54 PL 9-5941
Danny's H ide-Away— 151 E 45 PL 9-1277
Divan Parisien— 33 E 48 EL 5-6726
Drake — 440 Park (56) PL 5-0600
Eden Roc— 148 E 48 PL 1-3382
Finland House — 39 E 50 MU 8-0018
Gaston — »8 E 49 PL 5-4285
Gilmore's— 123 E 54 PL 3-7167
Huttons Ad Lib — 400 Mad. Av PL 5-9812
Janssen's Hofbrau — 430 Lex LE 2-5661
Joe & Rosa — 745 3rd Avenue EL 5-8874
L'Aiglon— 13 E 55 PL 3-7296
La Cave Henry IV— 201 E 52 PL 5-6566
Laurent— III E 56 PL 3-2729
Le Bistro— 814 3rd Av (50) EL 5-8766
Le Chanteclalr— 18 E 49 PL 5-7731
Le Cheval Blanc — 145 E 45 EL 5-9352
Le Marmiton — 41 E 49 MU 8-1232
Le Moal— 942 3rd Av (57) MU 8-8860
Le Trianon— 56 E 56 MU 8-0140
Louis & Armand — 42 E 52 PL 3-3348
Louise— 225 E 58 EL 5-8133
Maud Chez EMe — 1071 2nd EL 5-5122
Michael's Pub — 3 E 48 PL 8-2272
Mlramar— 10 E 46 VA 6-1096
Mcnsignore — 61 E 55 EL 5-2070
TESTAURANT 8. ADDRESS
New Weston— Mad Ave 4 50th
Old Brew House— 207 E 54
Park Lane— 299 Park Av
Pen & Pencil— 205 E 45
Pierre's— 52 E 53
Plaza — 5th Av & 59
Press Bo<— 139 E 45
Rattazzi — 9 E 48
Roosevelt — Madison at 45
Sacher— 303 Madison Av (41)
Stork— 3 E 53
Swiss Pavilion — 38 E 50
Ttmaldo's — 812 3rd Av
Town &. Country— 284 Park (49)
Versailles — 151 E 50
Waldorf— Park at 49
Wrylin — 40 E 54
White Turkey— 12 E 49
34TH-59TH WEST
Al &. Dick's— 151 W 54 PL
Billy Gwon's— 128 W 52 CI
Blair House— 30 W 56 IU
Cafe Louis XIV— 15 W 49 CI
Chalet Suisse — 45 W 52 EL
English Grill — Rockefeller Plaza CI
Holland House Tavi rne — 10 Rockefeller
Plaza CI
La Potinlere — 60 W 55 CI
Maria's Cin Cin — 49 W 51 EL
Mircuno — 106 W 52 JU
Neptune's Corner — 1217 6th Av CO
P. J. M or I arty' s— 6th Av & 52 CI
Patsy's— 236 W 56 CI
Penthouse — 30 Central Park S. PL
Ronnie's Steak House— 115 W 52 JU
Rose— 109 W 51 CI
Toots Shw's— 51 W 51 PL
Twenty-One— 21 W 52 EL
PHONE
PL
3-4800
EL
5-8810
PL
5-4100
MU
2-8660
EL
5-4074
PL
9-3000
EL
5-8297
PL
3-5852
MU
6-9200
MU
7-3720
PL
3-1940
EL
5-1075
EL
5-8368
PL
1-0230
PL
8-0310
EL
5-3000
PL
3-4908
PL
3-1 181
0095
4730
1417
5800
9554
5800
5800
6764
5785
2713
4430
9582
3491
3561
3380
9418
9000
6500
SPONSOR
3 SEPTEMBKR 1956
*1 1 1 1 1 1 1 1 1 I I 1 1 I 1 1 1 I I 1 1 1 I I I 1 1 1 I 1 1 1 I 1 1 1 1 I I 1 1 1 1 1 1 I 1 1 I I 1 I I I 1-*
33
1
SECOND PART
CONCLUDING A TWO-PART SERIES
10 midwinter headaches
yon can start to lick now
>I hi sea m>ii problems are by-product of air media, but anticipating them.
say interviewed admen, can prevent costly crises
A^ air is the time for admen to plan
against the inevitable problems in tv
and radio that crop up once the fall
season is in full swing. From a survey
of ad managers, account executives
and tv-radio directors, SPONSOR
gleaned the I" most troublesome mid
winter headaches that can and often
do plague admen. But contrary to
seasons past, these admen feel then-
are few surprises left in air media
emergencies. Experience has taught
them ways to avoid, forestall or solve
these problems well in advance.
In the fust of this two-part series
1 20 lugust L956 issue*, sponsor dis-
cussed the following five major prob-
lems: (1) the show's a flop, (2)
shared sponsorship disagreements.,
(3) salesmen's enthusiasm slumps.
(4i the commercials don't sell. (5)
the star gets sick.
Here are some solutions proposed
by the experts to five other major mid-
winter headaches quite likely to occur:
6. Will the budget stretch? To
the experienced tv advertiser, the prob-
lem of planning ahead for anticipated
cost rises is no longer difficult. Years
of watching t\ costs increase have
given both agencies and clients a pat-
tern for estimating their annual
ex-
penditures more accurate!} than in
seasons past.
But, despite the best planning, bud-
get emergencies do occur — and gen-
erally m midseason. Some of these
crop up because of changes in market-
ing or media strategy and the\ arc
difficult to anticipate.
Most midseason strains on air bud-
gets, however, revolve around four
basic factors: (1) neea to add more
stations: (2) increased station rates:
1 3 1 increased talent costs: and lil
the need for greater ad expenditure.
These are sample suggestions from admen on way :,lt
Willi < "in i "in limit mini miiiiiiiiiiiiiiiii mum lllllllllliiiiliiiliiiiiiiiini iiiiiiiiiiniiiiiiiiiiiii imiiiii
/ In i/imi ■ i/
lln/i of tit in a ratingt
Solution :
"»* in hing show's
lime i" folio
i -lion helped
ratingii "f both
ui'l weak in
•\
2
Sponsors uho
share show ilistiffrae
Solution :
Work "Hi agreement
now i" covei tnai
kets in I"1 added,
publicity, preempts,
nen i.il time,
linv. iii hypo >ho
3
Salesmen lose
enthusiasm midseason
Solution :
Minn budget fn.
periodic mailings,
plan campaign to
salesmen ami trade
keyed in important
sales season ahead
4
I I he commercials
fail to produce sales
Solution :
Film sufficient vari
ations <if pre-tested
theme so you won't
tire audiences. Al-
-ii include timely,
seasonal twisl
5
^ff0 What /i<ipj|
when a star pets
Solution :
I nderstudies Foi
shows would bo In
i ostly, but you Cal
vide them fur tin
stars of your Mm
i ommercials
iiiiiiiiiiiiiiiiiiiiiiini miiiiiiiinii n hi minimum
SPONSOR • 3 SEPTEMBER I')-")*'
Good syndicated shows get choice time, top ratings
Clients get prime lime for top shows: Ziv's Highway Patrol
(1.), bought li, Ballantine Beer in 24 Eastern markets, cleared 8:00-
10:00 p.m. slots on 50% of the stations, 7:00-1 1:00 pill, on 92%.
MCA-TV's Rosemary Clooney Show raked up a 25.8 for Foremost
Dairies over KSBW-TV, Salinas. CaL, with its 9:00-9:30 p.m. slot.
< BS T\ Film Sales' San Francisco Beat (r.) topped all competing
time periods with a 15.9 on WGR-T\ . Buffalo, at 9:30 p.m. for P&G,
General Electric, gol 19.8 on KI'IIO. Phoenix, 9:00-9:30 p.m.
Top company ad managers, account
men and radio-tv business managers
generally agree that budget estimating
has become a more or less automatic
and mechanized process. But at the
same time thej stress the need for fore-
thought, to forestall an uncomfortable
strain on the budget thai may keep the
client from capitalizing fully on his
campaign.
These are major check points for
both agencymen and ad managers to
review now. while the possibility of
some financial juggling still exists.
• Cost of adding markets — There is
no set formula for anticipating such
a contingency budget with complete
accuracy. But here are some ways that
agencies work out an estimate.
When a client prepares to go on net-
work tv, the agency works out not only
a list of primary markets which the
client expects to buy, but also a second
priority list of markets the client max
be interested in if they open up, or if
an added push seems indicated there
by his sales pattern. Agency time-
buyers then estimate the cost of adding
these markets to the lineup. On the
basis of these estimates, the ad man-
ager can make budget provisions. Of
course, it's still somewhat arbitrary at
ibis point as to the number of addition-
al markets from this secondary list he
should actually provide for. Since
basic tv networks have groyvn over the
past few years, the additional time cost
allowance most companies are provid-
ing this year, is rarely oyer 1D'^ of
the original time costs.
• Increased station rates — A budget
allowance for this contingenc) can be
estimated most accurately this year,
but it's a job that takes considerable
time. As a rule, there's a six-months
period of warning before a station
hikes its rates. Therefore, the agency's
i I' I rase turn to page 80)
?nt full-blown crises when midseason problems occur
111 imiiiiiiNiiii lllllllll mil! mum I tllllllll llllllllllllllllll ll hum nun mi
..;,
, 'Using costs
budget stretch
7.
Hoiv <li' you get
on network in January?
Q
^SMbest ^ "" \<>ii upgrade
spot schedule midseason
Q
^g^ 1 "" Inn i- In buy
January spot campaign
10
for syndicated sliou
Shopping
i- inar-
tions and
eases be-
f's on air.
ncies tocla\
10%
Solution :
Shop early for a
good property and he-
gin now to sell the
nets on it, also
keep eyes peeled
for likely time
Solution:
Timebuyer should
watch for cancellations,
keep rep and station
informed of sales
results so they won't
forget the campaign
Solution :
Finalize plan- now,
but don't be tOO rigid
about starting
date, or timebuyer
can'l grab good slots
as they open up
Solution ••
Buy good propert)
from reputable
source and gel
syndicator's help
in placing it in
\.iiir tough markets
lllllllllllllllllillllllllll Illiriillllllllinillll!lllllllillllllin
SPONSOR • 3 SEPTEMBER 1956 35
Can hi-fi music sell high finance ?
investor magazine uses classical music* radio stations and five-cent words
to gain public interest in the world €>f high finance and its 82 words
aBm increasing number of consumer
magazines have turned t<> radio in re-
cent years to hypo (heir subscription
-.1I1-. None of them, however, has
aimed at such a specific and narrow
a radio audience as does Investor mag-
azine.
Concerned soleh with editorial fea-
tures which appeal to the bonafide
stock broker, or to the layman \\h<>
secret!) fancies himself something of a
financial wizard, the magazine is as
highly specialized as a consumer pub-
lication can caet.
Despite this specialization, it bins
a mass advertising medium — radio.
Hut it buys selectively, pinpointing its
listening audience to the exact mea-
surements of its most likely subscrip-
tion prospects. These listeners are the
sometimes well-heeled, middle-brow.
quasi-intellectual professionals and
white collar workers who tune to the
nation s "good music ' stations.
Despite the high-brow connotation
of both a financial magazine and a
classical music station, the radio cop)
and the magazine features abound in
"five-cent"' words. This is how Ray-
mond Trigger, partner in Dealers' l)i-
Morning mail brings sacks of
listener letters and dollars
Raymond Trigger, Investor's
managing editor, transcribes his
own radio commercials, promotes
layman's understanding of finance
60t
ESTOR
rO TIMELT INVESTING
the Search for Oil
sthncnt Club Incorporated
m" Stocks
aving* & Loon Associations
•Qrp*W\
Radio boosts monthly's circulation
from 5,000 to 20,000 in 2-year period
Monthly Investor is easy to read, easy to handle; ex-
plains to the layman facts of financial world in easy-to-
understand language. Three-month special subscription
is offered for $1 on good music programs. Average
weekly return on WQXR, New York, is 100, with peak-
as high as 201 in winter months. Advertiser estimates
20% of all such customers are converted into annual
subscribers. Total circulation has gained 250' , in
past 2 years. Radio gets credit for at least half
gest Publishing Co., New York, and
managing editor of Investor magazine,
describes his advertising-editorial ap-
proach.
His theor) : The layman responds
!o the five-cent words in the radio copj
and. after subscribing to the financial
magazine, understands the five-cent
words which, describe obscure financial
concepts.
Some examples of these obscure
phrasings so cherished b\ the financial
world: "an average which subsumes
considerable variation among years,"
"incremental demand for indirect fi-
nancial assets/' "no feasible mixture of
|Mimar\ securities," and "a partial re-
jection of primary securities."
That's why the initial radio approach
is simple. Listeners are encouraged to
buy the financial monthly, which is
small (five and one-half b) eight and
one-half inches, with some 80 pages I .
easily handled and easiK read.
Trigger performs a tripartite func-
tion. As partner in a publishing coin-
pain which circulates various books,
brochures and magazines, he deter-
mines selling and advertising strategy.
As managing editor of Investor, he
knows the financial field and what the
Layman wants to learn about money
stocks and bonds. And. as a former
showman, he knows the facts of show-
business when it comes to getting at-
tention and keeping it. That's win
Trigger bandies radio commercials for
bis own magazine. And that's win he
uses those five-cent words.
\\ hy do financial experts persist in
using the "two-dollar" words and in
making the realm of \\ all Street an un-
known one to the general public?
"Most analysts," he feels. "b\ prefer-
ring the long to the short, the round-
about to the direct, think they're im-
pressing people. They're lazy. It-
far easier to be abstract than concrete.
Safer, too! They're unsure of them-
selves, and cover up the deficient with
big words and obscure sentences."
The biggest group of stockholders
ioda\ is made up of persons with mod-
( rate incomes, as the pendulum swings
from an era of big blue-chip buying
to small, long-term investment purchas-
ing. Wall Street's biggest potential to-
da\ is the clerk in an appliance store
who makes $5,500 a year. This is the
type of person who needs to read
Investor, says Trigger.
Through radio. Investor is reaching
him.
For the past three years, Investor
has been spon-orin^ quarter-hour
shows on New York Cit) - classical
music station, WQXR. On the basis
of first-year results, the magazine add-
ed two other markets last year. Vnd
this coming fall season, alter a slack-
off in advertising during the summer
months, it will go into L2 cities a> ross
the country .
It's formula w ill be continue t<> be a
"good music"' station, with commen-
taries on finance b\ Trigger.
Trigger is well grounded in the facts
of finance.
Active in and around \\ all Street foi
'More than 20 years, he worked with
Standard & Poor from L929 to L935.
S&P is the largest investment counsel
.mil statistical organization in the
i tuntry, and Trigger handled adver-
tising and promotion i<> investment
dealers and brokers. He's been with
{Please turn to page 02 i
SPONSOR
3 SEPTEMBER 1956
37
SIX WAYS TO
PRESENT A TV
COMMERCIAL
\inong man) ways <>t
presenting commercials,
here arc six found to
he particularl) pop-
ular among agencies
CONVENTIONAL
STORYBOARD
(Jranddaddx <>f them all is
this simple version of the
storyboi rd laid out in the
manner of a comic siri|i w ill:
audio and \ ideo directions
outlined under each frame
ACCORDION
STORYBOARD
I designed to keep the cli-
ent s mind on one or t\\ o
panels at a time this t\ pe
of presentation can be un-
folded for overall perusal
after being presented
FLIP
CARDS
Another method of
a single li ame at a :
the flip raid s) stem
permits showing d
groups because of
large sized indi\ idu
HOW TO PRESENT A TV
COMMERCIAL TO YOUR CLIENT
one si re rune inoi r cummekci ILS: the sro\soi{ likes first look
f^~ a means ol communicating an
agenc) s i\ commercial idea to a cli-
ent, the Mm \ hoard leads other melh-
ods b) quite a margin, Nevertheless.
in spite ol theii popularit) . stm 5 boards
have their peculiar problems. To re-
view some ol the means of making pre-
sentations and compare theii respec-
tive advantages and disadvantages
sponsor has asked executives ol some
"f the leading advertising agencies to
share their methods of presentation
and describe some "I the solutions
found foi theii stoi 5 board pi oblems.
W Idle some agencj people told
sponsor thai the) would jusl as soon
1 he stoi \ board dour awa) w iili. it
i- fai from lik« I that the) will see
theii wishes realized. "Don'l believe
ihem, says one agen< \ exe< . "In spite
-I its imperfections a pi< torial presen-
38
tation is essentia] to a visual medium,
and most clients l\e met would rather
look at one picture than read a thou-
sand words.
\ number ol agency execs contacted
in the informal SPONSOR survey re-
ported that at one time or another the
variet) ol storyboard presentations
had undergone some kind of rex ieu at
their shop. Benton & Bowles, foi ex-
ample, recentl) worked out a list of
llie methods il found most practicable
for presentations. ^s explained bv
B & B's cop) chief, Gordon Webber,
"the agenc) - intent was in include
those methods that would besl create a
visual impression of the finished com-
mercial without making il necessarv
foi the agen< j to go to the extreme of
I i\ ing fm a sample commercial on
spei ulal ion.
Outlined heiow are some of the ma-
jor types catalogued by spoi\s<.i;. fol-
lowed In some of the more important
do's and don't's of making presenta-
tions In \ our client-.
The stitrybottrd: Consisting of a
card-board mounting, the stor\ hoard.
resembling a comic ship, is the basic
presentation method. It has also been
the starling point for a number ol
modifications.
The giant storyboard: I sed lot-
larger meeting- i- about four times the
size of the standard board and mea-
sures aboul 2 1 b) 36 inches.
The drop-OUt: In order to keep the
client's attention on a single picture at
a lime slorv hoards have been de\ ised
thai can he shown picture b\ picture.
I he drop-OUt is one of lliese ineth-
SPON.sc >U
.'5 SEPTEMBER L956
NIMATIC
ti i mat it - i- a trade name For
film strip method "I show-
ig coi ercials. De\ eloped
v \ 1 1 i mat i«- Inc. it's effective
i creating limited anima-
on and low-cost |iildl him-
FINISHED
FILM
Making a finished film is
actually, bypassing presen-
tation problem l>\ plunging
in and making commercial
w it li< i ut auditioning il first.
Changes nun 1 si costs
CLOSED CIRCUIT
Creates impression oi fin-
ished film but at less cost;
also allow - foi immediate
changes and kines. \ good
method but calls for expen-
sive ami fairly elaborate
television equipment
(.(Is. It is borrowed from l\ itself
where it is constantl) used in the pre-
sentation of title cards. Kadi picture
i'i enlarged to 11 \ II or 16 x 20,
rounded at the corners to resemble
the face of a l\ receiver and mounted
on a heavj coardboard. Then, with
the entire batch of cards propped up
on a table or desk to face the client
group, each card is dropped on its
face one after the other. Each drop-
ping card reveals the one behind it as
the copy is read by the presenter.
The flip card : \ slight variation on
the drop-out. It consists of a set of
cards held together in the fashion of
pages in a loose-leaf notebook which
are hung over a stand and flipped one
at a time.
The accordion story board : This one
looks like a string of picture postcards.
The individual frames can be unfolded
one at a time or spread out in a row.
Rendered storyboard: Occasionally
a client will ask for a storyboard done
by a skilled artist who represents each
picture with a finished drawing. Ren-
dered storyboards are rarely called
for.
Within each form of the storyboard
there are a number of ways that the
illustrations can be presented. As with
the actual choice of presentation, the
decision as to what kind of illustration
should be used, depends on the client's
product and the form that the
finished commercial will take. Rough
sketches are seen most often. Rut
some agencies have made extensive u-c
ol the Polaroid Land Camera which
enables art directors to take photos for
parts of storvboards best represented
by a literal interpretation.
\\ here the finished commercial is to
be animated or done with cartoon
( haracters, the problem of illustrating
the storyboard is lessened because of
similarity of the cartoon drawings to
the finished film. Explaining anima-
tion on a storyboard does, however,
take some skill in that the movement
possible in cartoons often has little in
common with that of human beings.
Hence the presenter has to be able to
describe in words the intricacies of the
animation.
If the presenter wishes to have each
client follow his own script, a story-
board is laid out so that it can be
photostated on 8 x 10 pages and bound
in a notebook. Most presenters dis-
like stronglj the idea of giving the
client his own script to follow because
'' lends to destroy the even flow of the
presentation. Instead of following the
presenter, the client is tempted to
thumb through the pages of the com-
mercial and jump ahead of the pre-
sentation.
If the agency feels that the story-
SPONSOR
3 SEPTEMBER 1956
board in am <>l the styles described
above will be inadequate to get across
an idea to their client, there are a
number oi alternatives. Ml are expen-
sive compared to the cost of sending
an idea down to their own art depart-
ment for treatment.
Animatic projector: Starling with
"A" for \niinatic. there is the story-
board on a film strip. \ ni mat i< is a
trade name for a machine that look-
like a home movie projector and iise-
film showing one frame at a time.
Though at first this sounds like little
more than another waj of showing
slides, the Animatic can create limited-
motion effects, build-ups. pop-on-, dis-
solves. Walking and dancing motion-.
for example, can be achieved ipiite
simply. The speed of the movement
is controlled l>\ the operator who trips
the film transport mechanism which
moves the film through the projector.
The Animatic also permit- a single
frame to be held for closer study.
In order to present a commercial
yvith Animatic it is necessary to photo-
graph sketches, live action or a com-
bination of both, along with lettering.
on 16 mm film. There is one frame to
an image. Sound can be added with a
tape recorder. \ buill in "beep" re-
corded on the tape can be used to
i Please turn to page !'>7 i
o<>
HFC \d Mauager-V.p. Ufred G. Waack, I. takes active pan in
commercial | luction and works closel) with agencj in selection
..l markets and media. With him, I i I. Durward Knli\. an-
nouncer handling filmed i\ announcements; ( hris Ford, i\ pro-
duce! al Needham, Louis & Brorby, I hicago; James <■. Cominos,
MM! \|i m charge radio, iv. HFC buys 353 radio, 24 t\ stations
w
SPONSOR •
3 SEPTEMBER L956
ally
Household Finance Corp. spends
in the millions for local radio, tv
J wo million persons a year borrow
mone\ from Household Finance Corp.,
and most of them, at one time or
another, have been influenced by HFC's
radio and television advertising.
This summer. HFC hit an all-time
record high for outstanding loans in
its 78 years of operation. In July.
Household Finance had $500 million
in loans outstanding on its books. Busi-
ness is hefty — and so is its advertising.
Household Finance Corp., Chicago,
has been a consistent radio advertiser
for 31 years. It has used television
regularly since 1947. This year, 55' <
of its multi-million-dollar annual ad-
vertising budget is going to local radio
and to local telex ision.
The mone) which is being spent for
broadcast media goes to 353 radio sta-
tions and 24 tv outlets. HFC also
buys car cards and newspapers.
Why is all Household Finance ad-
vertising local?
Because all borrowing is local. says
Al Waack, vice president and adver-
tising director.
From HFC headquarters in Chi-
cago's Palmolive Building, at the head
of the city's Radio Row on upper
Michigan Avenue. Waack directs a
U. S. and Canadian advertising opera-
tion. His work encompasses 784
branch offices, 559 in the U.S. and 225
in Canada, located in 529 cities in 35
states and all 10 Canadian provinces.
The keystone which is the founda-
tion for all of HFC's "selling" and ad-
vertising is the local market.
Cities and the people within them
are different, explains Waack. Their
incomes, their indebtedness, their tastes
and their habits all vary. And HFC's
radio and television Inning patterns
are as varied as the broadcast audience.
Such facts and factors as these de-
termine the character of the broadcast
advertising of Household Finance:
• In Pittsburgh, like most highlj in-
dustrialized cities, about one-third of
the adult males are home in the day-
time hours because they work on three
shifts. This factor convinces the local
branch managers that thev should use
more daytime radio than is the case,
say, in St. Louis.
• In New7 York, where there are more
than 40 branch offices, Household Fi-
nance recently opened a large office in
the Bowery. Many a New Yorker
doesn't realize that the neighborhood
has changed from an area of tenement
houses to one of new, modern apart-
ment buildings. Through market re-
search, for example, HFC learned that
more than 320.000 persons live within
a one-mile radius of the Bowery office.
• Shopping habits are changing, too,
and HFC is keeping pace. For ex-
ample, there is the trend to shopping
centers. Many an HFC branch opens
at noon, remaining open during the
nighttime hours when families visit a
shopping center together. Waack s
company has opened 50 offices in such
centers in the past three and one-half
years. "Merchandising patterns are
changing," he notes, "and we expect
shopping centers to get more and more
business as time goes on."
Waack credits his company's "lead-
ership in the consumer finance field
to one primary factor: "our knowledge
of the markets in which we operate."
How does HFC know its markets —
529 cities?
Waack's door is always open to me-
dia people who help keep him up to
date on market information. Radio
and television stations, particularly,
are aggressive in providing local-level
information on the market. Household
Finance also has the usual research
sources available for such information
as retail sales in each area, and the
composition of the population.
But when it comes to more specific,
more localized factual material about
the character of each town and it-
people, Household Finance relies upon
a unique field organization.
HFC has seven district advertising
managers, and they're the ones who
study each market thoroughly in co-
operation with the manager of each
HFC branch office. Four years ago
there were only two such district ad-
vertising managers, but becau-e this
local analysis was so important, the
number has increased substantially.
There are now ad managers for
these districts: Northeast, Southeast,
Midwest, West, Upper North Central.
Eastern Canada and Western Canada.
These men are on the road covering
their territories most of the time, visit-
ing branch managers and conferring
with them about local advertising prob-
lems. The minimum number of visits
to each of the 784 branch office- i-
two annuallv.
Waack explains the duties of the
district advertising manager:
"It is his responsibility on each
visit to the local branch office cit\ to
review the productivit) of our adver-
tising program, determine the compar-
ative productivit) of the media being
used, analyze our competition's effort-,
assess any media changes which max
have taken place, examine our spot an-
nouncement and program schedule
study the ratings, and attempt to im-
prove, if possible, what we now are
doing."
This local effort offers manx pluses,
says Waack.
"For one thing, it lets media gel
very well acquainted with the client.
Radio and tv people know the type of
thing we need and want better after
they've talked with our district ad
men. When we all work closely to-
i Please nun to page 1 « >l2 *
SPONSOR
3 SEPTEMBER 1956
11
Iii Hampton, Va., Leo C. William- (1), WVEC-T\ account executive,
and William .1. Welstead, producer of Jack"- Hume Style Salads, confer
weekly with a $111.1
tv ad budget
Exclusive use of local tv builds sales
for this Virginia salatl manufacturer
Little Jack Horner pulls oul a carton "I Jack'- Salad for viewers
|| illiam J. Welstead of \\ar\\i<k.
\ a., found that if he took his home-
made salad around to managers of
\ & P Supermarkets and "let them
taste it" the\ stocked it. It was the
wa\ he built a part-time vocation into
a full-time business.
\t first Welstead concocted his sal-
ads for the limited needs of his local
grocer\ store hut when the) caught on
friends suggested that he could sell
them outside of his own nighborhood.
Before he ever thought of going into
television he learned to he producer.
salesman, distributor, and advertiser
ail rolled into one. After the \ & P's
started stocking his salads, some small-
er local chains followed and he found
himself the owner of a small hut thriv-
ing business.
In 1954. business increased until he
had to huild his own processing plant
and hire a staff of women cooks.
All this happened in spite of prices
that were 10' < higher than those of
any other salad product in the market.
\\ it In >ut benefit of advertising. YVel-
-t cad's sales climbed as word-of-mouth
praise for his Home Stvle label spread
through the Tidewater. Va., area in
which it was distributed. By Febru-
arv of this year. Jack's Home St\lc
Salads were being consumed at the
rate of 18.000 packages a month.
Not until a WVEC-TV, Hampton.
Va., salesman. Leo C. Williams, ap-
proached \\ elstead with the suggestion
that he could further increase sales l>\
selling over that station, did he < on-
sider advertising of an) sort. TodayJ
Welstead's sales are nearK S4000
weekly on a $105 tv ad budget.
To introduce Jack's Salads to wom-
en of the Tidewater area, the Alice
Brewer U kite Show was selected as
the ideal program. Though Miss \\ hite
has since left WVEC-TV, during the
time she was w it li the station she
huilt up a substantial and loyal lol-
lowing. Popular with women's clubs
in the area her program catered to
Feminine interests with an accent on
local personalities and news.
The first l\ contract signed b) Wel-
stead was for five one-minute partici-
pations on the // hite Shou ever) week.
The cost was $91.38. Says Harold \.
Brauer, Jr., v.p. and director ol -ale-
fur WVEC-TV, ""It was the mutual
feeling of WVEC-TV's accounl execu-
tive. I ,eo < '.. \\ illiam-. and the client
thai tin- program reached a more in-
Please turn t<> i>a^e 105 I
SPONSOR • 3 SI I'l I Min R 1956
Louisville's
BEST KNOWN FIGURE
The WHAS-TV Channel 11 figure here promotes the film series
"Crunch and Des" for Coca Cola and Lincoln Bank and Trust
Company. He's a sensitive emcee on other slides, attracting viewers
to Gateway Supermarkets' quiz show, "Sense and Nonsense".
This versatile little fellow, despite costumes or high water,
always is recognizable as a reminder to viewers that on Channel
11 may be found the best in local and national spot shows.
He should remind you that for selling results, individual
and distinctive treatment, your advertising deserves the impact
of programming of character. In Louisville, WHAS-TV
programming PAYS OFF!
Are you participating?
VICTOR A. SHOLIS, Director
NEIL CLINE, Station Mgr.
Represented Nationally by Harrington, Righto r & Parsons
Associated with The Courier-Journal and Louisville Times
BASIC CBS-TV Network
SPONSOR
3 SEPTEMBER l'J.iO
II
Types of sponsored net weekly tv programs
1956-57 1955-56 1954-55
TYPE
NO.
Qa
NO.
°/o
NO.
•-0
Straight Drama
29
18.6
32
19.3
26
16.0
Adventure
24
15.4
17
10.2
9
5.5
Sit. C<une<l\
15
9.6
17
10.2
30
18.4
Serial
9
5.7
10
6.0
13
8.0
\1\ stery
4
2.6
4
2.4
9
5.5
Total Drama
81
51.9
80
48.1
87
53.4
Quiz
22
14.0
24
14.5
22
13.5
Variety
18
11.4
19
11.4
11
6.7
Sport
7
4.5
5
3.0
9
5.5
Juvenile
6
3.8
11
6.6
5
3.1
Misc.
6
3.8
9
5.4
5
3.1
Music
6
3.8
i
4.3
9
5.5
News
5
3.1
4
2.4
5
3.1
Comedv
3
1.9
3
1.8
7
•4.3
Documentary
2
1.2
2
1.2
1
0.6
Interview
1
0.6
2
1.2
2
1.2
Total
157
100
166
100
163
100
i
COSTS OF ALL SPONSORED NETWORK TV SHOW
Following charts list sponsored network television shows only. All
cost figures refer to average weekly show costs, including talent and
production. Costs are gross (including 15', agency commission)
Figures listed do not include commercial cost or time charges
^ See page 29 for full story • Charts continue on page 46 W
Sponsored nighttime network program costs
PROGRAM
.S'(«t«' \llvn Show
\muteur flour
ItVd Barber's Corner
Beat tin- Clock
lii< I. f ten mi;
It it; Story
Kin .Siir|iri.s«'
itnhi Journey
■thn Bowie
Break the 9250,000 Bank
Broken Irrow
f in- Brothers
Buccaneer
Burnt A lllen
i
II
$63,000 Hi
$23,000 (L)
$3,000 (L)
$18,000 <F)
$65,000 (F)
$33,000 (I «VI )
$33,000 (I )
$8,000 (F)
$32,000 (!)
$31,000 (I)
$31,000 (F)
$39,000 (F)
$2 1.000 (F)
$33,000 (!)
ABC
NBC
CBS
CBS
NBC
NBC
ABC
ABC
NBC
ABC
CBS
CBS
CBS
TYPE
Variety
Variety
Sport
Quiz
Comedy
Drama
Qui;
Adventure
Adventure
Qui/
Advi nturr
Sit Comedy
Ailvt ritnr i
Sit Com. ilt
SPONSORS. AGENCIES
Sun 89 pm
Sun 7:30-8:30 pm
Frl 10:45-11 pm
Sat 7-7:30 pm
Alt Sun 7:30-8 pm
Fri 9:30-10 pm'
Tue 8-8:30 pm
Mon 7:30-8 pm
Fri 8-8:30 pm
Tue 10:30-11 pm
Tue 9-9:30 pm
Tue 8:30-9 pm
Set 7:30-8 pm
Mon 8-8:30 pm
Brown & Williamson. Bates; Jcron
Polaroid. Doyle-Dane-Bernbach: I
line. Best: I seg opt n after Dec
Pharmaceuticals. Kletter
State Farm Ins. NLB
Pharma- Craft. JWT
Amir Tobacco. BBD0
Amcr Tobacco. SSCB: Revlon. LaR«
Pun >. Weiss & Gellcr: Spcidel. NC
Ralston Purina. Guild- Bascom-BoolJ
American Chicle. Bates: ChesebrotmlH
McE
Benrus. L&.N: LanolinC- Plus. Seeds
Gen Electric. Y&R
P&G. Burnett: Shacfler. Sr.d>
Sylvania. JWT
Carnation. Wasey: B. F, Goodrich.
Network protfrniii vasts continue on nuae fl
SPONSOR • 3 SEPTEMBER L956
.
^^i*^*^
The
"WILD WEST SHOW"
runs wild
In April the program scheduled in the 5 to 6 P.M. spot on WHIO-
TV drew only 7.3 against the opposition 33.8*. On April 30 we
started programming western movies in this slot.
1
X
%
X
%
X
%
%
%
*Nielsen (July) gives "Wild West Show" 14.8,
the opposition 11.3 at a cost of 5 1 C JCT 1000
STARTING OCTOBER 20
S
GENE AUTRY
ROY ROGERS
Now, with a new all-star cast, the "WILD WEST SHOW"
goes really wild. With a heavy promotion schedule already planned,
these two cowboy stars will blast off the fall campaign for this
5-6 P.M. spot, zooming the ratings even higher. To corral prime time
in this section see our head wrangler George P. Hollingbery.
CHANNEL I DAYTON, OHIO
whio-tv
i
One of America's
great area stations
'4
%
%
%
Sponsored nighttime* network program costs — Continued
811 1.000 (I.
S38.00O (or
$31,000 (I
$50,000 (I
$37,000 (F
S 10.000 (I.
$3 I 000 ( I
$55,000 (I
S 10.000 (1.
for 2
$108,000 (L
S36.000 lor I 3
PROGRAM
Caesar's flour
Capt. Gallant
Cavalcade of Sports
Cavalcade Theatre
Circlv Theatre
Circus Kou
Climax
Coke Time
Perry Como
Crossroads
Walter Cronhite
Crusader
/;<»»» Cummings
John Italy
December Bride
Disneyland
l>« > on Trust Your II He?
Dragnet
It until «.v I du-u rds
M naff Carp
Father Knows ISest
Fireside Theatre
I imiI Theatre
Tennesse Ernie Ford
G. F. Theatre
Want Step
Jackie fileason
Arthur tiitdfreu Time
Godfrey's Talent Scouts]
Goodyear' llcoa I'lauhousc
/one tire i; Theatre
Gunsmoke
lieu Jeannie
Hiqh Finance
Mired Hitchcock
Hi rant If of iff hi/
Itobin IIihhI
I Fore Fucn
I' re Got a Secret
Kaiser lluminum Hour
Kraft l r Theatre
Lassie
. .'. i i e & ] ilm
16
TIME
SPONSORS. AGENCIES
$3 1 .000
(F)
ABC
$9,500
(L&F)
CBS
$33,000
(F)
CBS
$36,000
(1 >
CBS
$6,000
'j hr
(L&F)
ABC
828.000
(F)
CBS
$75,000
(F)
ABC
835.000
(F)
CBS
$37,000
(F)
NBC
$9,500
V* hr
(L&F)
CBS
830.000
(F)
ABC
$38,000
(F)
NBC
$27,000
(F)
NBC
$36,000
(1 >
ABC
$33,000
(I )
NBC
845.000
(L&F)
CBS
$23,000
(F)
CBS
$ 1 02,500
(F)
CBS
$38,000
(L)
CBS
$28,000
(L)
CBS
$52,000
(L)
NBC
$33,000
(F)
CBS
$38,000
(F)
CBS
8 11.000
(F)
CBS
$32,000
<F>
CBS
$3 1.000
(II
CBS
$ 12.000
(F)
NBC
$28,000
(F)
CBS
$39,000
(F)
CBS
$2 1.000
(L)
CBS
$58,000
(L)
NBC
$3 1.000
HI
NBC
$3 1.000
(F)
CBS
NBC
NBC
NBC
ABC
NBC
NBC
CBS
NBC
NBC
Variety
Adventure
Sport
Drama
Drama
Adventure
Drama
Music
Variety
Drama
News
Adventure
Sit Comedy
News
Sit Comedy
Misc.
Quiz
Mystery
News
Adventure
Sit Comedy
Drama
Drama
Variety
Dram.!
Quiz
Variety
Variety
Variety
Drama
Adventure
Adventure
Sit Comedy
Quiz
Mystery
Adventure
Adventure
Sit Comedy
Quiz
Drama
Drama
Adventure
Sat 9- 10 pm
Sun 5:30-6 pm
Fri 10 pm-concl
Tue 9:30-10 pm
Alt Tue 9:30-
10:30 pm
Babo. DFS: Knomark. Emil Mogul Qu»t
Oats. NLB: one seg open
Heinz, Maxon
Gillette. Maxon
DuPont. BBDO
A i in t . n q Cork. BBDO
Sun 7:30-8 pm
Thurs 8:30-9:30 pm- Chrysler. Mc-E
Coca-Cola, Mc-E
Reynolds Aluminum, Clinton E. Frank >
Buchanan
Wed & Fri 7:30-
7:45 pm
Sat 8-9 pm
Fri 8:30-9 pm
Sun 11-11:15 pm
Fri 9-9:30 pm
Thurs 8-8:30 pm
Mon-Fri 7:15-7:30
pm
Mon 9:30-10 pm
Wed 7:30-8:30 pm
Tue 10:30-11 pm
Thurs 8:30-9 pm
Mon-Fri 6:45-7 pm
& 7:15-730 pm
Tue 8:30-9 pm
Wed 8:30-9 pm
Tue 9-9:30 pm
Wed 9:30-10 pm
Thurs 9:30-10 pm
Sun 9-9:30 pm
Wed 7:30-8 pm
Sat 8-9 pm
Wed 8-9 pm
Mon 8:30-9 pm
Sun 9-10 pm-
Fri 8:30-9 pm
Sat 10-10:30 pm
Sat 9:30-10 pm
Sat 10:30-11 pm
Sun 9:30-10 pm
Tuo 8-8:30 pm
Mon 7:30-8 pm
Mon 9-9:30 pm
Wed 9:30-10 pm
Alt Tue 9:30-10:30
urn
Wed 9-10 pm
Sun 7-7:30 pm
Gold Seal. Campbell-M ithun: Kleenn Ft
Noxzema. SSCB: RCA. K&E; SfT
Hutchinson. SSCB: Sunbeam. Perrm-P
Chevrolet. C.-.mphi II- Ewald
Pharmaceuticals. Kletter
Colgate. Esty: R. J. Reynolls. Esty
Colgate. Esty: R. J. Reynolls. Esty
Miles. G. Wade: Time-Life. Y&R; 2 v
open
Gen Foods, B&B
Amer Dairy. Campbell-Mithun: Amer MM
BFSD also Geyer; Derby Foods. Mt-E
Frigidaire. Kudncr: Liggett & Mycr* 0
Liggett & Myers. Mc-E
Amer Tobacco. SSCB: Whitehall. Bales
Gen Mills. DFS: P&G. Compton
Scott Paper. JWT
P&G Compton
Ford. JWT
Ford, JWT
Gen Electric. BBDO
Gen Mills. BBDO
Bulova. Mc-E; P. Lorillard. L&N
Bristol Myers. Y&R: Kellogg. Burnl
Pillsbury. Burnett; Toni. North
Lipton. Y&R: Toni, North
Alcoa. Fullcr-Smith-Ross: Goodyear. Yil
Gen Foods, Y&R
Liggett & Myers. Mc-E
P&G. Compton
Chcmstrand. Doyle-Dane Birnbach! Mel*
Mc-E
Bristol-Myers, Y&R
Gen Foods. Y&R
Johnson & Johnson. Y&R: Wildroot.
Gen Foods. Y&R; P&G. Grey
R. J Reynolds. Esty
Km,. Y&R
Kralt. JWT
Campbell Soup. BBDO
\etWOrk proqram COStS continue on paqe 18 I
sponsoh • .'! ni:i>ti;\ii(i:k IT.o
WHEN YOU BUY ATLANTA...BUY
AND TAKE A BIGGER LICK AT THE MARKET!
Atlanta is the hub of a 60-county market that is covered thor-
oughly by WAGA-TV. Compared with other TV stations in
Atlanta you reach over 17% more people with more than
$300-million in spendable income. WAGA-TV gives you a
bigger lick at this bigger market with its taller tower, full power,
CBS-TV and highest ARB and Pulse ratings.
TOP DOG . IN THE NATION'S 21st MARKET
Represented Nationally by
THE KATZ AGENCY, Inc.
waoa-tv
CBS-TV in Atlanta
STORER BROADCASTING COMPANY SALES OFFICES
NEW YORK-118 E. 57th St.-TOM HARKER, Vice President and National Sales Director • BOB WOOD, Notional Sales Manager
CHICAGO-230 N. Michigan Ave. • SAN FRANCISCO-111 Sutter St.
SPONSOR • 'A SKiT i:\ihk- 1 <).".()
47
Sponsored nighttime network program costs— Continued
PROGRAM
Life of itin-ti
l.ine-l p
Lone Hunger
l.u.v \ ideo Theatre
Groucfio >lcir.v
>l«i ></»«' !•«</<• Party
*lt»t»i the Press
Millionaire
Itttbt Montgomery Presents
Host Beautiful Hirl in M »rld
>li; Friend Fllvltu
Vante That Tun*'
>filf Ittnrlinu thumps
Vdi1!/ L»<|
\«'ir.s- turinim
Voah's trie
Oil Nil suit mi
Omnibus
On Trial
Ozark Jubilee
Oxxie A llurrivt
People lr«» I ti ti 111/
People's Vhoiee
Person to Person
Playhouse '»<>
Playhouse of Stars
Private Secretary
ftin fin Tin
Itoi; Hogers
77 th Itengul Lancers
Sgt. Preston
IHnuh Shore
Herb Shriner .S'fiou-
Phil Silvers
.Sir Lancelot
964,000 Challenge
st; i. ooo Question
Red Skelton
Stanley
Studio Oiii*
Ed Sullivan
relephone Time
I /lis Is 1 our Life
i;:
COST
$32,000
$31,000
$2 1.000
$ 13,000
$35,000
$22,000
S 7.500
$32,000
$52,000
$32,000
$37,000
$23,000
SI 2.000
$32,000
$9, 500
'.i hr
$38,000
$36,000
$80,000
$23,675 for i,4
$38,000
s 1 8,000
$36,000
$2 1.000
$3 1.000
$3 1.000
SI 17.000
$78,000 I hr:
$39,000 Vt hr
$36,000
$36,000
$32,000
$32,000
$41,000
$32,000
$22,000
$ 15,000
$ 12.000
$2 1.000
$32,000
$32,000
s in. ooo
s 1 1 .000
s 15.000
$69,000
$31,000
S52.000
NET
SPONSORS. AGENCIES
(!)
(I )
(I )
<M
(F)
(I )
(I)
(F)
(L)
(I.)
(F)
(I )
(I)
(F)
(L&F)
(F)
(F)
(L)
(F)
<F>
(F)
(I )
(F)
(I )
(L&F)
(F)
(F)
(F)
(F)
(F)
(I >
(L)
(I)
(F)
(I )
(I )
(I )
(L&F)
(L)
(I)
(L)
(I )
(L)
NBC
CBS
ABC
NBC
NBC
ABC
NBC
CBS
NBC
NBC
CBS
CBS
NBC
ABC
NBC
NBC
CBS
ABC
NBC
ABC
ABC
NBC
NBC
CBS
CBS
CBS
CBS
ABC
NBC
NBC
CBS
NBC
CBS
CBS
NBC
CBS
CBS
CBS
NBC
CBS
CBS
CBS
NBC
(L&F) ! !
Sit Comedy
Fri 8-8:30 pm
Mystery
Frl 10-10:30 pm
Adventure
Thurs 7:30-8 pm
Drcma
Thurs 10-11 pm
Quiz
Thurs 8-8:30 pm
Quiz
Sat 10-10:30 pm
Interview
Sun 6-6:30 pm
Drr.ma
Wed 9-9:30 pm
Drama
Mon 9:30-10:30 pm
Quiz
Mnn 9-9:30 pm'
Adventure
Fri 7:30-8 pm
Quiz
Tue 7:30-8 pm
Sport
Sun 10:30-11 pm
Drrma
Wed 8:30-9 pm
News
Mon-Fri 7:45-8 pm
Drama
Tue 8:30-9 pm
Sit Comedy
Sat 9-9:30 pm
Music
Sun 9-10:30 pm
Drama
Fri 9-9:30 pm-
Music
Thurs 10-10:30 pm
Sit Comedy
Wed 9-9:30 pm
Misc
Sat 7:30-8 pm
Sit Comedy
Thurs 9-9:30 pm
1 ntcrview
Fri 10:30-11 pm
Drama
Thurs 9:30-1 1 pm
Drama
Fri 9:30-10 pm
Sit Comedy
Alt Sun 7:30-8 pm
Adventure
Fri 7:30-8 pm
Adventure
Sun 6:30-7 pm
Adventure
Sun 7-7:30 pm
Adventure
Thurs 7:30-8 pm
Music
Thurs 7:30-7:45 pm
Variety
Tue 9-9:30 pm
Sit Comedy
Tue 8-8:30 pm
Adv» nture
Mon 8-8:30 pm
Quiz
Sun 10-10:30 pm
Quiz
Tue 10-10:30 pm
Comedy
Tune 9:30-10 pm
Sit Comedy
Mon 8:30-9 pm
Drama
Mon III- 1 1 pm
Variety
Sun 8-9 pm
D ra m a
Sun 6-6:30 pm
Documentary
Wed 10-10:30 pm
\etu
oris urogram a
Gull Oil. Y&R
Brown & Williamson. Bates: P&G. Y\R
Gen Mills. DFS: I seg open
Lever Bros. JWT
OeSoto. BBDO
Emerson Drug. L&N; 0 tin Mathieson. Grit
Johns Manville. JWT: Pan American. J»
Colgate. Bates
S. C. Johnson. NLB: Schick, War»iek
Legler
Revlon. LaRoche
Colgate. L&N
Lanolin Plus. Seeds: Whitehall. Bates
Gen Cigar. Y&R
Amer Tobacco. SSCB
Miles. G. Wade: Natl Carbon. Esty: Sperr.
Rand. Y&R: Time-Lite. Y&R
Liggett & Myers. Mc-E
Nestle. B. Houston
Aluminum. JWT: Union Carbide. I.
Mathes: I seg open
Campbell Soup. BBDO: Lever Bros. BBD
Amer Chicle, Bates: I seg open
Eastman Kodak. JWT
R. J. Reynolds. Esty: Toni. North
Borden. Y&R: P&G. Y&R
Amer Oil. Joseph Katj: Hamm Br..n
Cmpbell-Mithun: Time-Life. Y&R
Bristol Myers. Y&R: Ronson. NCK; Su
Y&R : I hr open alt wks
Schlit*. JWT
Amer Tobacco. BBDO
Natl Biscuit. K&E
Gen Foods. B&B
Gen Foods. Y&R
Quaker Oats, WBT
Chevrolet. Campbell- Ewald
Pharmaceuticals. K letter
Amana. Maury- Ln- Marshall : R J. ReyiuM'
Esty
Amer Home Prod. Bates: Lever Bros. JW
P. Lorillard. Y&R: Revlon. LaRoche
Revlon. BBDO
S C. Johnson, FCB: Pet Milk. Gircliw
Amer Tobacco. SSCB: Toni. North
Westinghouse. Mc-E
Lincoln-Mercury. K&E
Bell. Ayer
P&G. B&B
program costs continue on puge 50 ►
s|>o\M)K • 3 SEPTEMBER L956
-
spot news that sells!
Most Complete TV News Staff
In Multi-State Area Produces
35 Newscasts Weekly!
NEWS means KMTV to television viewers in KMTV's rich multi-
state area. 35 locally produced newscasts weekly feature intensive local and
regional coverage. To do this job, KMTV combines experienced newsmen
and the most up-to-date equipment.
Ratings prove that viewers recognize KMTV's leadership in news — an
important part of outstanding local and network programming. Coupled
with the big PLUS of pioneering local live color telecasts, KMTV's pro-
gram lineup means you benefit from a giant audience of pre-sold viewers.
TOP SPOT 20— KMTV is among the top spot 20! Of 267 sta-
tions participating in a N. C. Rorabaugh Co. survey of 181
markets for the first quarter of 1956, KMTV was among the
top 20 stations in the number of national spot accounts I July,
1956, Television Age).
Follow the lead of successful local and national advertisers — select
KMTV to deliver this rich multi-state market. In Omaha . . . the place to
be is channel 3. See Petry today.
KANSAS
KMTV Market Data*
Population
TV Homes
Families
Retail Sales
1.536,900
373.000
•477,000
SI. 716. 560.000
Buying Income $2,236,230,000
Survey of Buying Power
COLOR
TELEVISION
CENTER
CHANNEL 3
MAY BROADCASTING CO
NBC-TV
ABC-TV
OMAHA
Edward Petry & Co., Inc.
SPONSOR
3 SEPTEMBER 1956
49
Sponsored nighttime network program costs— Continued
Danny Thomas
Tonight
Treasure Hunt
20th Century Fox Hour
Twenty-One
I . S. Steel Hour
The Vise
\ olee of Firestone]
Warner Brothers Presents
Wednesday yiyht Fights
l.atcrence Well* Show
Lawrence \\ elk Talent Shoic
West Point Story
What's )ly Line?
lt'«!f<>r Winehell
W i re Service
You .Are There
1 011 \ »/. «•</ for It
Toretta Youn'i
1 our flit Parade
833.000 (F)
ABC
Sit Comedy
Mon 8-8:30 pm
820.000 (L)
».,ki>
NBC
Variety
Mon-Fri 11:30 pm-
1 am
821.000 (L)
ABC
Qui;
Fri 9-9:30 pm
8 1 1 0.000 ( F )
CBS
Drama
Alt Wed 10-1 1 pm
830.000 (L)
NBC
Quiz
Wed 10:30-11 pm
858.000 (L)
CBS
Drama
Alt Wed 10-1 1 pm
$19,500 (F)
ABC
Mystery
Fri 9:30-10 pm
$24,000 (L)
ABC
Music
Mon 8:30-9 pm
890.000 (F)
ABC
Drama
Tue 7:30-8:30 pm
S 15.000 (L)
ABC
Sport
Wed 10 pm-concl
SI 1.500 (I )
ABC
Music
Sat 9-10 pm
810.500 (L)
ABC
Variety
Mon 9:30-10:30 pm
$40,000 (F)
CBS
Drama
Fri 8-8:30 pm
828.000 (L)
CBS
Quiz
Sun 10:30-11 pm
$60,000 (L)
NBC
Variety
Fri 830-9 pm
$77,000 (F)
$38,500 for ' 2
ABC
Adventure
Thurs 9-10 pm
837.000 (F)
CBS
Drama
Sun 6:30-7 pm
81 1.000 (L&F)
ABC
Misc
Sun 7-7:30 pm
S 10.000 (F)
NBC
Drama
Sun 10-10:30 pm
846.000 (L)
NBC
Music
Sat 10:30-11 pm
Armour. FCB. Kleenex. FCB
participations
Mogen David, Weiss & Geller
Gen Electric. Y&R
Pharmaceuticals. Kletter
U.S. Steel. BBDO
Sterling Drug. DFS
Firestone. Sweeney & James
Chesebrough-Ponds. JWT: Gen Eltd
Y&R also BBDO also Grey
Mennen. Mc-E: Pabst. Burnett
Dodge, Grant
Dodge, Grant
Gen Foods. B&B
Helene Curtis. Ludgin; Sperry Rand Y
P. Lorlllard, L&N; Toni, North
R. J. Reynolds. Esty: I seg open
Prudential. Calkins & Holden
Best Foods. Guild-Bascom- Bonfigli
P&G. B&B also Compton
Amer Tobacco, BBDO: Warner Lank
K&E
Sponsored daytime network program eosts
PROGRAM
COST
NET
TYPE
As The World Turns
815.000 (L)
weekly
CBS
Serial
Hiy Payoff
86.000
1 l hr
(L)
CBS
Quiz
IS, i, Top
8 1 6,000
<M
CBS
Variety
Kriyhter Hay
S 1 0.000
weekly
(L)
CBS
Serial
f'cipf. Kanyaroo
S415
5-min seg
(I>)
CBS
Juvenile
ttoh Crosby Show
83.150
<U hr
(I)
CBS
Variety
Ding Dong School
$1,600 (L)
NBC
Juvenile
Edge of Wight
8 1 5.000
weekly
(L)
CBS
Serial
Foothatl Scoreboard
S5.000
(L)
NBC
Sport
Fury
$33,000
(F)
NBC
Adventure
rthur Godfrey Time
$4,150
1 i hr
(L)
CBS
Variety
fiuiding Fiyht
SI 0.000
(1 )
CBS
Serial
Home
ffou-ffii Dootly
S25.000
weekh
$2 1.000
(1)
(L)
NBC
NBC
Misc
Juvenile
It Could Be \ on
S3. 000
'., hr
(L)
NBC
Quiz
SPONSORS. AGENCIES
Mon-Fri I :30-2 pm
Mon-Fri 3-3:30 pm
Sat 12 n-l pm
Mcn-Fri 4-4:15 pm
Mon-Fri 8-9 am &
Sat 9:30-10:30 an
Colgate. Esty; 2 segs open
Natl Dairy. Aver
P&G. Y&R
participations
Mon-Fri 3:30-4 pm Best Foods. DFS: Hazel Bishop. Spec
Carnation. Wasey: Gen Mills. K
Reeves: Gerber. D'arey: P&G, Cornel
SOS. Mc-E: Tonl, North: Wesson I
Fitzgerald: 2 segs open
Mon-Fri 10-10:30 am Miles. Wade: 9 segs open
Mon-Fri 4:30-5 pm
Sat 5:15-5:30 pm
Sat 11-11 :30 am
Mon-Thrs 10:30-11
am
Mon-Fri 12:45-1 pm
Mon-Fri 11-12 n
Sat 10-10:30 am
Mon-Fri 12:30-1 pm
•S out nf t
I ( Li I
P&G. B&B
Dow Chemical, Mac-M-j&A
Gen Foods. B&B
Amer Home Prori. Bates; Bristol M>
Y&R: Easywasher, BBDO: Gen Ml
Y&R: Kellooq. Burnett; Manhattan S*
Sfhrni. ler & Beck: Norwich. Bl
Pillsbury. Burnett: Simonlz. SSC
Stand Brands, Bates: I seg open
P&G. Compton
participations
Continental Baking. Bates: I seg opm
Amir Home Prod. Geyer: Brillo. I*
Brown & Williamson. Seeds: Alberto C
ver. G Wade: Gen Foods. FCB; U
& Fink. Mc-E; Pharmaco. DCSS; 5
open
:>n
\etworh program costs continue on page .12 |
SPONSOR • 3 SEPTEMBER ITXj
Powerful, new Fall line-up for KSTP Radio!
NEW STARS . . . NEW SHOWS . . . NEW MUSIC!
That's the story of KSTP Radio which opens
the Fall season with an exciting, all-new line-up
of sparkling radio entertainment!
Popular KSTP Television stars have joined
with top KSTP Radio personalities to present
the finest programs in the Northwest.
New features include on-the-spot tape re-
cordings made daily by roving reporters and
interjected into various shows in the style of
NBC's successful "Monitor;" "Talk Time" is
a new show in which listeners may participate
by telephone; live music and interviews are
other new features.
Now is the time to put KSTP to work for you.
Take advantage of the Northwest's BIG sta-
tion with the new concept in radio program-
ming to do your most effec-^
tive selling job in this
vital Four Billion
Dollar market.
KSTP
50,000 WATTS
MINNEAPOLIS • ST. PA
'PRICED and PROGRAMMED" to serve today's radio needs!
Represented by Edward Petry & Co., Inc.
SPONSOR
3 SEPTEMBER 19.">(>
51
Sponsored daytime* network program costs— Continued
PROGRAM
\rt Linkletter
Lone Ranger
Fore of Lift*
Matinee Theatre
Medical Horizons
Mickey House Club
II if/ fill/ House
Modern KouiciiM'<>.v
Garry Moore
\< I 1 Football
Pro Football
Oii«*«'ii For (i Day
.S'eorrli for Tomorrow*
.N'«*rr«»t Storm
Strike it Rich
Tennessee Ernie Ford
Texas ItMiie/er.*
Today
I in-lr Jofllllll/ CoOII.V
\ <i/i<;iu I iuiii
Wild Kill Rickok
Zoo I'lit nil <■
S 1.000 (It
'4 hr
SI 0.000 (F)
.SI 0.000 (I.)
weekly
$30,000 (L&F)
weekly
$22,000 (L&F)
$5,000 to
$6,300 (F)
1 4 hr
$20,000 (F)
S2.700 (L)
[A hr
$3,000 < I )
'4 hr
$11/2 million (L)
for all
Si million (L)
for all
$3,000 (L)
'., hr
CBS
CBS
CBS
NBC
ABC
ABC
CBS
NBC
CBS
Quiz
Adventure
Serial
Drama
Documentary
Juvenile
Juvenile
Serial
Variety
Sport
Sport
Quiz
SI 0.000 (L)
weekly
CBS
Serial
$9,500 (L)
weekly
CBS
Serial
SI 3.000 (1 )
weekly
CBS
Quiz
$3,500 (L)
' l hr
NBC
Variety
SI 0.000 (F)
CBS
Adventure
S30.000 (L)
weekly
NBC
News
$2,350 (L&F)
NBC
Juvenile
SI 0.000 (L)
wi fkly
CBS
Serial
S27.000 (F)
CBS
Adventure
SI 2.500 (L&F)
NBC
Misc
TIME
SPONSORS. AGENCIES
Mon-Fri 2:30-3 pm Campbell. Burnett: Kellogg. Burnett
BBDO: Pillsbury. Burnett: Simonu '
ham-Laird: Swift. Mc-E
Sat l-l :30 pm
Gen Mills. DFS: Nestle. B. Houston
Mon-Fri 12:15-12:30 Amer Home Prod. Bates
pm
Mon-Fri 3-4 pm
Sun 4:30-5 pm
Mon-Fri 5-6 pm
Sat 10:30-11 am
Mon-Fri 4:45-5 pm
Mon-Thurs 10-10:30
am & Fri 10-11 :30
am
Sat 1-5:30 pm
Sun 2-5 pm
Mon-Fri 4-4:45 pm
Mon-Fri 12:30-12:45
pm
Mon-Fri 4:15-4:30
pm
Mon-Fri 1 1 :30- 12 n
Mon-Fri 2:30-3 pm
Sat 11:30-12 n
Mon-Fri 7-9 am
Sat II :30- 12 n
participations
Ciba. JWT
Amer Paramount Records.
Buchanan ,
mour. Tatham- Laird: Bristol Myers. Yll I
Carnation. Wasey: Coca Cola. MeE;(
Mills. Knox Reeves: Mattel. Carson Rt
erts ■ I'll hmv Rnrnott- CHC U. .1
erts: Pillsbury
segs open
Gen Foods. Y&R
Burnett: SOS. M
n K.
Alberto Culver. Wade: Sterling Drus Ql
- 2 segs open
Best Foods. Ludgin: Hazel Bishop. S,
tor: Bristol Myers. DCSS: CanifcJ
Burnett; CBS-Hytron. Bennett 4 S>
rop: Converted Rice. Bennett: Frigity
Kudner: Gen Mills. BBDO: Lever B-
JWT; SOS. Mc-E; Staley Mfg. R(
Toni. North: Yardley. Ayer; 3 segs «
Bristol Myers, Y&R: Sunbeam. FV
Paus: U.S. Rubber. F D. RiriUR
Zenith. BBDO
regional sponsors
Amer Home Prod. Geyer: Borden. Y4J
Brown & Williamson. Seeds: Campu
Wasey; Chicken of the Sea. Wasey C-
Products. C. L. Miller: Helene CM
Best; Dow Chemical. MaeM-J&V (
Foods. FCB: Lehn & Fink. Mc-E: Mil
Wade; P&G. Compton: Reddi-Wip Rl
Sandura. Hicks & Griest
P&G. Burnett
Amer Home Prod. Bates
Colgate. Esty
Brown & Williamson. Seeds; Miles. W»
Mirute Maid. Bates: P&G. B&B; Ste
Brands. Bates: Swift. Mc-E
Curtiss Candy. C L. Miller: Gen Mr
Tatham-Laird
participations
Swift. Mc-E: I seg open
Mon-Fri 12-12:15 pm Gen Mills. DFS: Stand Brands. Bit
Toni. North; Wesson Oil. Fitzgerald
Sun 12:30-1 pm
Sun 3:30-4 pm
Kellogg. Burnett
Mutual of Omaha. Bozrll & Jacobs; I
open
Spectaculars and specials costs
PROGRAM
NET
51 25.000 (L)
52 10.000 (L)
S200.000 (L)
Km; /*«»/■■«• i S/mir
lord Star Jubilee
ffolf of Fame
itnh ffft-M'-ff iim/i Shore
Producer's Showcase
s«i» \if/lw Spectacular
See It Sous
Shower oj Stars
ll Ide ll We ll orld
i . 1 1 1
NBC
CBS
NBC
SI 15.000 111
NBC
$320,000 (■,)
NBC
$250,000 (L)
NBC
SI 25.000 (L&F)
CBS
SI 10.000 (L)
CBS
sMi.-. <m<> iii
NBC
TYPE
Musical
Music-Drama
Drama
Variety
Drama
Musical
Document. us
V,u iris
Documentary
TIME
Alt Sun 4-5 pm
Sat 9:30-11 pm
(I in 4i
Sun 7-9 pm &
Sun 8:30-10 pm
(5 shows)
Wed 8:30-I0pm
( I show)
SPONSORS. AGENCIES
Helene Curtis. Ludgin; \'2 open
Ford. JWT
Hallmark. FCB
Sun 9-10 pm (I in4i Chevrolet. Campbell-Ewald
Fri 9-10 pm (I in 41
Mon 8-9:30 pm
(I in 4)
Sut 'i-lll:30 pm
(I in 4)
Sun 5-0 pm &
5-6:30 pm (I in 4)
Thurs 8:30-9:30 pm
(5 shows)
All Sun 4-:>:30 pm
Buick (I time). Kudner; John Hancodi
times), Mc-E: RCA-Whirlpool. KA.E:
segs opra
Oldsmobile. Brother: RCA-Whirlpool K.
open
Chrysler. Mc-E
Gen Motors. Brother also Campboll-Et
52
sIMINSOU
3 SEP! EMBER L956
]
i*^
r
)9
"CONTACT
John E. Pearson Co.
. . . build Your Air power
in Des Moines and Indianapolis
^
—&~-
■
The Capital Cities'' Most Popular Independent Stations
DES MOINES
Represented Nationally by
JOHN E. PEARSON COMPANY
DES MOINES
You're always "on target" using KSO, Iowa's most
powerful independent station. Popular program-
ming of music, news and sports continuously, day
and night, gets KSO listeners in a buying frame of
mind . . . ready for your message.
INDIANAPOLIS
In the "heart" of a rapidly growing, high income
market, WXLW delivers a steady bombardment
of sell. Soothed from dawn to dark with music and
news — WXLW listeners are financially able buyers
who respond with sales.
^,
SPO.\SOR • 3 SEPTEMBER 1956
53
P ULSE with Bill Cullen has propelled ratings on WRCA-radio from
2.1 IN AUGUST 1955 to 4.0 IN AUGUST 1956
making WRCA New York's H network radio station in the morning!
Source: Pulse, Inc.
u
ust ratings dramatize how PULSE with
n has fascinated New York.
many listeners as a year ago now are
NBC's flagship station — a larger morn-
;nce than that of any other network outlet.
ause prices haven't changed yet, PULSE
i fascinating for time-buyers.
ICA-RADIO
NBC
Here is the prestige of a network flagship station
— the persuasive salesmanship of a great person-
ality— a remarkably low cost-per-thousand — a big-
ger-than-ever audience.
All this in PULSE, the modern morning radio serv-
ice. All this can be yours. Just call George Stevens,
our Sales Manager, at Circle 7-8300.
RADIO LEADERSHIP STATION IN NEW YORK
I SPOT SALES
(nbcV
• •*
\
ow to shoot a black cat . . . in a coal mim
///;y
W
An intriguing idea— and no long' <mn|
impossible— thanks to Eastman Tri- im,
Reversal Safety Film, Type 72* «ti
(16mm only). y,
Twice as fast as Super-X Reverse, %
Tri-X is of greatest value for sho £
when light is at a premium, for jol
like newsreel service. Process it witl
out a hitch— interchangeably wil
familiar Plus-X Reversal Film.
Here again is manifest Kodak
stated policy to provide an East
Motion Picture Film for every
A
LULL
JU ill
The average vitiz.cn who goes to
war is theme of Citizen Soldier. Pro-
duction is slated for 1 November on
the 39 half-hour show series, with Cali-
fornia National Productions handling
this facet of operations. Syndication
will be effected by NBC Television
Films. This is second announcement
of series contemplated b\ CNP re-
cently, the first having been Tarzan.
Having exceeded gross billings of
$1,000,000, Sheriff oj Cochise has re-
cently garnered an additional four ad-
vertisers in 29 markets of 11 Western
states. The NTA-syndicated 30-minute
series (still in the pilot stage) adds to
list of advertisers the following: White
king Soap Co., of Los Angeles; Ari-
zona Brewing Co.. Inc. (A-l Beer) of
Phoenix; Carnation Co., Los Angeles
for Carnation Evaporated Milk and
other dairy products; Star Kist Foods,
Inc.. Terminal Island, Cal., for Star
Kist Tuna. Agency handling these
four accounts is Erwin, Wasey & Com-
pany of Los Angeles.
Criterion Film Laboratories. New
York, has prepared a special color test
reel which compares available 16 mm
color reversal processes now being
used in the industry. Using a single
original, Criterion made masters on
several types of color stock and inter-
changed these on various film stocks
to make six "effects" from which to
choose. Title is You Takes Yer Choice.
While 200 cowboys compete Eor
$100,000 prize money, Rin Tin Tin
will be the headliner at the 31st annual
\\ oriel's Championship Rodeo in Madi-
son Square Garden, N. Y.. 20 Septem-
ber through 6 October. Screen Gems,
distributor of the series is hosting his
garden appearance. The German Shep-
herd is star of Adventures of Rin Tin
Tin. sponsored on the ABC Television
network 1>\ Nabisco since October,
1954. At present, series consists ol
73 half-hour shows, although addition-
al production will take place in the fall.
Foreign films \u color are being pre-
pared for first-run tv release b\ The-
atrical \ Video Corp.. NY. Fii-t pack-
age of 13 films will be available in the
fall and will be predominately French
and Italian. Dubbing and recording
for English-language audio has bei:un
in Paris, according to Don Getz. presi-
dent of Theatrical & Video.
En the latest issue of Associated
Screen News, published in Montreal
Canada, the following are given as
what "the cartoon in tv commercials
is best for:" Gaining interest, trade-
mark characters, personalizing the
product, exaggeration and fantasy and
singing jingle type commercials.
MCA Tv's Western features starring
Gene Autry and Roy Rogers polled
favorably in a survey of 30 ARB-rated
time periods. Weighted average. cov-
ering 28 representative markets with
over 10 million tv homes, was a 10.7
rating. Another check of Western fea-
tures' sales activit\ indicated that Gene
\utrv and Ro\ Rogers are now being
stripped in 80' < of the markets carry-
ing the series.
Prizes number 1.7 and 1(> were
copped by UPA's myopic cartoon star.
Mr. Magoo. One was the Grand Prix
Award, at the Uruguayan second In-
ternational Festival of Documentary
films in Montevideo, for Watloo l:\-
press. The other was recent Los \ngeles
crown Eoi Magoo's i\ commercial
series for Rheingold Beer in Southern
California through Foote, Cone &
Belding. Advertising Association oi
the West gave Magoo the award as
outstanding regional t\ commercial
series in the 1 .S. * * *
57
film shows recently made available for syndication
NO.
NO.
PROGRAM
SYNDICATOR
LGTH.
AVAIL.
PROGRAM
SYNDICATOR
LGTH.
AVAIL.
ADVENTURE
Adventures of Fu M.inchu
Hollywood Tv
30
13
MYSTERY
Adventures of John Silver
CBS Tv Film Sales
50
26
1 Spy
Guild Films
30
39
Annapolis
Ziv Tv
30
Pilot
Man Called "X"
Ziv Tv
30
39
Captain Grief
Guild
30
in fall
Combat Sergeant
NTA
30
IS
Count of Monte Cristo
TPA
30
39
Cross Current
Crunch and Des
Official Films
NBC Tv Film DiV
30
30
39
39
SITUATION COMEDY
Dateline Europe
Official Films
30
78
The Coldbergs
Guild Films
30
39
Foreign Legionnaire
l PA
30
39
The Creat Gildcrslceve
NBC Tv Film Division
30
39
Headline
MCA Tv
30
39
1 Married Joan
Interstate Tv
30
98
Here Comes Tobor
Guild Films
30
in fall
Mickey Rooney
si reencraft
30
39
My Little Margie
Official Films
30
126
jungle Jim
Screen Gems
30
26
Overseas Adventure
Official Films
■in
39
Studs Place
Susie
Harry S. Goodman
TPA
30
30
39
52
Sheriff of Cochise
VI A
30
Pilot
Trouble with Father
Official Films
30
130
Three Musketeers
ABC Film Syndication
30
26
Willy
Official Films
30
39
DETECTIVE
SPORTS
Code Three
Fabian of Scotland Yard
\BC Film Syndication
CBS Tv Film Sales
30
30
39
39
Bowling Time
Sterling
60
13
Federal Men
MCA Tv
30
39
Cangbusters
General Teleradio
30
26
Junior Sports League
RCA Recorded Program
30
39
Highway Patrol
Ziv 1 \
30
39
Services
New Orleans Police Dept.
N 1 \
30
39
Mad Whirl
NTA
30
IS
Public Defender
Interstate Tv
30
69
Sam Snead Show
RCA Recorded Program
5
39
Stryker of Scotland Yard
Hollywood Tv
30
13
Services
DRAMA
WESTERN
Anthology series
Official Films
30
•
Adventures of Kit Carson
MCA Tv
30
104
Celebrity Playhouse
Screen Gems
30
39
Charles Boycr series
Official Films
30
•
Brave Eagle
CBS Tv Film Sales
30
26
Damon Runyon Theatre
Screen Gems
30
39
Champion
CBS Tv Film Sales
30
26
David Niven series
Official Films
30
•
Frontier Doctor
Hollywood Tv
30
39
Dick Powell series
Official Films
30
•
Judge Roy Bean
Screen Craft
30
39
Dr. Christian
Ziv Tv
30
39
Dr. Hudson's Secret Journal
Herald Playhouse
MCA Tv
ABC Film Syndication
30
30
39
34
MISCELLANEOUS
I'm the Law
Sterling
30
26
Documentary:
Judges Chambers
Telescene
15
Pilot
Createst Drama
General Teleradio
15
39
Night Editor
Lakeside
15
26
On the Spot
Lakeside
15
39
Stage 7
TPA
30
39
Uncommon Valor
General Teleradio
30
26
Tv Playhouse
NTA
30
13
Theatre with Lilli Palmer
NTA
30
39
Nature:
World's Createst Authors
Guild Films
30
39
World Around Us
RCA Recorded Program
Services
15
26
FEATURES
Anniversary Package
ABC Film Syndication
var.
16
News feature:
Hall of Fame Classics
Assoc. Artists
var.
11
Washington Merry-Co-Round
li.n iv s. Goodman
15
39
Hollywood Movie Parade
Screen Gems
var.
104
Movieland
Assoc. Artists
var.
68
Semi-documentary:
Nugget group
Hollywood Tv
var.
51
The American Legend
Official Films
30
39
RKO group
C&C Tv
var.
742
Silver group
Hollywood Tv
var.
24
Shorts and cartoons:
TNT group
NTA
var.
35
Paramount shorts, cartoons
NTA
var.
1,400
20th Century Fox Package
N 1 \
V.ll
52
Popeye
Assoc. Artists
var.
250
Warner Brothers group
Assoc. Artists
var.
700-800
Terrytoons
CBS Tv Film Sales
6
156
Warner Brothers cartoons
Assoc. Artists
6
300-400
KIDDIES' SHOWS
Warner Brothers shorts
Assoc. Artists
var.
1,000
Animal Crackers
Sl< llillK
var.
50
Animated Fairytales
General Teleradio
10
IS
Space show:
Bobo the Hobo
I akeside
15
26
Commando Cody
Hollv wood 1 v
30
12
Johnny Jupiter
Assoc. Artists
30
39
Playland
Sterling
var.
50
Women's:
MUSICAL
It's Baby Time
It's Fun to Reduce
\\ .ill Si h\\ illlllli 1
Guild Films
15
15
52
65
Ina Ray Hutton
Guild Films
30
Pilot
Patti Page
Si teen Gems
15
78
Others:
Rosemary Clooncy Show
MCA TV
30
39
Candid Camera
\SMII . \ll M*
15
100
Town and Country Time
RCA Recorded Program
15
52
Candid Camera
\vsui . Vrtists
SO
89
jungle Adventure package
sii i ling
\.u .
ovei 1 oo
Town and Country Time
Si 1 \ H !"-
30
26
Under the Sun
CBS 1 v I iini Sales
SO
19
•Holnc told as package of 153 under title "Star Performance" or as Individual scrlos.
*«»<• ,<«•<(<• .17 for Film IVotea ami Trend*
Sl'ONSOH
3 SEPTEMBER L956
The biggest!
The biggest movies ever released for television
make KPIX's new 10 pm BIG MOVIE
the best buy in San Francisco!
BIG MOVIE, Monday thru Thursday, 10:00 to 11:30 pm,
delivers an average quarter-hour audience
of 362,734 at a cost-per-thousand of only 74^!
Act now to become one of the Bay Area's BIG
advertisers. Call Lou Simon, KPIX Sales Manager,
or your nearest Katz Agency office.
In San Francisco, No Selling Campaign Is Complete
Without The WBC Station
CHANNEL
San Francisco
5®
WESTINGHOUSE BROADCASTING COMPANY, INC.
©@®
RADIO
BOSTON — WBZ+WBZA
PITTSBURGH KDKA
CLEVELAND KYW
FORT WAYNE WOWO
PORTLAND KEX
TELEVISION
BOSTON — WBZTV
PITTSBURGH KDKA TV
CLEVELAND KY W-TV
SAN FRANCISCO KPIX
KPIX REPRESENTED BY THE KATZ AGENCY. INC.
ALL OTHER WBC STATIONS REPRESENTED BY PETERS. GRIFFIN. WOODWARD INC.
SPONSOR
3 SEPTEMBER 1956
59
CMldab R^t otaUott iJ
I w*
It
1
>Mwmm roctlitie* ftojocol \lye o
>7 *^
^
is proud of it's record of providing the utmost in television
service to the viewers of South Florida since March 21, 1949.
This includes award-winning news shows, public service pro-
gramming and local sports spectaculars — all telecast from
Florida's first 1000 ft. tower.
Now, as in the past, experience, outstanding
facilities, and complete viewer acceptance
are yours when you invest in WTVJ Tele-
vision . . . the only TV service providing
unduplicated coverage of the ENTIRE South
Florida market. Call your Peters, Griffin,
Woodward Colonel for availabilities.
coverage
I
I, takeS more than 40,000
square miles of effective cover-
age to deliver this exclusive
agricultural-industrial market. It's
a one-TV-signal-market bigger
,han Massachusetts, New Hamp-
shire, Connecticut and Rhode
Island combined . . . with more
population than Toledo, San Di-
ego or Nashville.
MARKET DATA
511,875
POPULATION 26] ,00)
| Urban Population... 240,975 1
(Rural Population 159 925
GROSSfARM INCOME SSiooo
RETAIL SALES $135,614,000
FOOD SALES «,™non000
GENERAL MERCHANDISE ^^
:;s sales::: . ».»>«.«»
(Source 1956 Survey of Buy.ng Power)
KIMA-TV
Yakima,iWaihln«««B
KEPR-T
Nik, Wnk.
KLEW-TV
Uwlsftl, IrJoh.
V
WEED TELEVISION]
il„,lh~e«t MOORE AND LUNC
ion)
■id y
SCC! Does your compan) sell ideas a» well
as this union does?
Issue: 2 April 1936, page 32
>|ll)i<M-|: Local union hosts Pearson for fourth
^ ear
Iii line with previous articles on unions which use news analysts
as vehicles in their air media campaigns is use t>f tv b\ the Retail
Clerks I nion. This local is now entering its fourth \ear of spon-
sorship with Drew Pearson and Washington Merry-Go-Round in
three markets: Los Angeles. Cleveland and Washington.
RCTJ maintains a hands-off attitude regarding Pearsons news
discoveries and his 83 9< -correct predictions. Similarly, they readiK
accept (overage of subjects outside the realm of national politics,
such as the international implications of the Olympic Games, the
narcotics problem and the like — reportorial areas relatively new to
the analyst.
Behind-the-scenes workers as well as content of the show are new.
For first year, Hullinger Productions is producing the 39-show
series and Harry S. Goodman has become s\ ndicator. Shows are
telecast three days after filming. * * *
S©ei So you'd like to meet in a wooded
nook?
ISSU6: 20 August 1936. page 34
Hlll)i('('(: Building up and breaking down a
management eonference
Problems involved in planning out-of-office meetings are as noth-
ing compared with day-to-day executive meetings.
In a recent article published by American Management Associa-
tion in its monthly magazine, The Management Review, a survej
points up fact that the more time devoted to conferences, the more
overtime is spent catching up on work. Among 37 executives of
leading companies polled, average time spent at such conferences
is one hour and 20 minutes.
A cartoon-article which immediately follows is titled "'How t<>
Wreck a Conference."' With art by Al Hormel and captions by
l.\dia Strong, the following are some suggestions given:
For the chairman — Call the meeting without notice; keep it-
purpose a secret; read aloud and explain voluminous material al-
ready read by those attending; let Sam and Joe debate their per-
sonal differences throughout the meeting, thus providing good,
clean entertainment for all: squelch am new approach not outlined
on the agenda: don't snub any friends who may telephone during
the business conference — have every call put right through : an-
swer all your own questions.
For those at the meeting
Don't listen to others, since
the) onl\ confuse you; let the
chairman do all the work — it's
his meeting: side with the ma-
jor it) regardless of your real
opinion; throw your weight
around and lei them know how
you feel about e\er\ subject
whether you're informed or not
At the meeting- (S|mn fa »rj realize \ou"re
Always side with the majority . . . . . . . x
regardless of your real opinion '" I"' re.knne.l will.. I * * *
62
M'tlNSOR
3 SEPTEMBER 1956
1 By ANYBODY'S survey
KLZ-TV IS DENVER'S
OUTSTANDING TV BUY
May Telepulse
June ARB
DENVER TELEVISION PROGRAMS
DENVER TELEVISION PROGRAMS
KLZ-TV LEADS WITH 13 OUT OF TOP 15 NON-NETWORK PROGRAMS IN BOTH
Non-Network Programs
May 1956 Telepulse
Life of Riley 31.4 KLZ-TV
Dr. Hudson's Secret Journal .... 29.2 KLZ-TV
Highway Patrol 26.7 Stat. C
Channel 7 News (Thursday Edition) 26.0 KLZ-TV
Channel 7 News (Tuesday Edition) . 25.0 KLZ-TV
I Led Three Lives 24.9 Stat. C
Channel 7 News (Friday Edition). . 24.3 KLZ-TV
Channel 7 News (Wed. Edition i . .23.0 KLZ-TV
Mr. District Attorney 22.9 KLZ-TV
Guy Lombardo . . . 22.7 KLZ-TV
Wild Bill Hickok 22.7 KLZ-TV
Celebrity Playhouse 22.7 KLZ-TV
Confidential File 22.4 KLZ-TV
Stories of the Century 22.2 KLZ-TV
Liberace 21.5 KLZ-TV
Any way you figure it— you get MORE— MUCH MORE
when your advertising schedule is on KLZ-TV!
Contact your KATZ man or Jack Tipton,
General Sates Manager, KLZTV
for further eye-opening facts about
Denver TV ratings!
Non-Network Programs
June 1956 A. KB.
Death Valley Days 32.0
Highway Patrol 29.7 Stat. C
Dr. Hudson's Secret Journal .... 27.3
Channel 7 News (Monday Edition) . 25.2
Channel 7 News (Thursday Edition) 25.2
Channel .7 News (Tuesday Edition) . 24.8 KLZ-TV
Channel 7 News (Friday Edition). . 24.3
Star Performance 23.5 KLZ-TV
Life of Riley 23.0 KLZ-TV
Guy Lombardo 20.8 KLZ-TV
Academy Theatre (Saturday i. . . . 19.9 Stat. C
Channel 7 News (Wed. Edition) . . 19.8 KLZ-TV
Confidential File 18.3 KLZ-TV
Celebrity Playhouse 17.8 KLZ-TV
Channel 7 Sports . ... 17.6 KLZ-TV
BS...IN DENVE
CU^^^-i
SPONSOR
3 SEPTEMBER 1956
63
MATTRESSES
SPONSOR Serta Mfg. I AGENCY: Bozel ,\ Jacobs
I iPSULl i wl HISTORY: The Serta Manufacturing
Company ran Hobbies foi Inn on the station lour con-
secutive Mondays recently, at 7:30 p.m. Sewspaper and
direct mail promotions were used to highlight the show.
liter the iotir programs acre aired, the area distributor
Si rta Mattresses indicated that sales had been doubled
ovei those of the precious three months. Bozel <S: Jacobs,
an Omaha. \eb., agency, had arranged the Hihi campaign
for Serta on this II est I irginia tv outlet.
\\ [PB-TV, Fairmont. \\ . Va.
PRO'.R Wl: Hobbies tor Fun
FURNITURE
SPONSOR: l>\\\ Tire, Furniture and
Appliance
U.FAO : Direct
I \PS\ II. < w; HISTORY: The advertiser began using
jour nighttime announcements plus a SO-minute program
(The Great Gildersleeve) ]>er week earlier this summer.
Commercials were telecast lice from the outset. From
June. L956 to the end o\ July. Devil icitnessed a IM',' ,
im rease in volume over sales of tin- , orresponding period
in I').")."). Pleased with results, company renewed its con-
tracl Im an additional 52 weeks iii cost of SI, 200 monthly.
KPAR-TV, Abilene, Tex.
•ROGR Wl: The Great Gildei
sleet <■. announcement -
REAL ESTATE
SPONSOR: Biltmore V n -
\l.\ \( 'l : Due I
I VPSI I l « W HISTORY Earl) the, year. Biltmore
began a three-month drive t<> sell home sites. I sing
one-minute announcements pet a \.S-weelt contract, the ad-
vertisei sold .'.';<> acreage inn is" three months in ad-
vance i>l ihi time deadline it hail set as its goal. Ill
commercials were telecast live within the John Dal) pro-
gram. Total cost to Biltmore teres Im the 13-weel period
on l\ III -II . which uas the <ml\ advertising medium
used, amounted to SI, 000. Sponsoi indicated satisfaction.
\\ I I \ l\. Miami, FU
rilix.K Wl: Into, Dilh
ROTISERRIES
SPONSOR: Sears. Roebuck & Co. AGENCY
( \l'v| i i i w. HISTORY: The advertiser used one
minute live demonstration program, highlighting I,
of the Koto-Broil. Demonstrator uas a Searsln
man. After the evening show, it uas found that sales
come from 42 on-the-air requests, 200 via answeri,
i ice that evening, with a total number oj 600 sales
following three days. Advertiser found results
less costly at 24V per broiler with less in-store si
necessary. Cost uas $130.
KOLO-TV, Ren... Nev.
PROt.K Wl. Special demon
„
HOUSES
SPONSOR: Surplus Sales U;K\< ^ I)
( \PSI II ( \SK HISTORY: The station uas used lo
vertise the sale of surplus Army barracks at Ft. //<
Tex. The sponsor offered to finance or move hm
within a 50-mile radius of original location. I >•
of day-and-night announcements uas run over a lun-u
period, at the end of which 15 houses were sold at
average gross of $600 per house. Cost of the entire
nouncement package schedule was $275 on this sgg
which covers area surrounding a 11 aco Air Force b
KCEN-TV, Temple. Tex.
PROORW1: Vnnounel
FRANKFORTS
SPONSOR: John Morrell & Co. \U NO : Campbell ■
CAPSULE CASE HISTORY: In order to increase *
both from an overall standpoint and in particular
Memorial and Independence Days, the company I
traded for announcements for a three-week period
Monday. Wednesday and Friday. Inn Mar. Iwsles:
The Woman's Angle, in which the firm participated,,
pared dishes using the sponsor's product. In add ilia
word contest was conducted which revolved around 1
i ell Pride Franks. Result: Sales increased 1!!'- I
the corresponding 1955 period.
WMAR-TV, Baltimore, M.I.
PROGR Wl: I'.uiinpal
SHOWER STALLS
SPONSOR: Erie Builders Supplj \OI\' 1
( VPSI II • W HISTORY: On Erie Builder's fas\
ture mil' tv, a single 20-second live announcement
used to (idealise a shone stall at $59.')5. Coniniti
immediately followed $64,000 Question, and emphaa
la,i thai stall usually retailed foi s7').;,u. \ot only
Erie Builders sell out its stock; but it took orders jot
additional do:cn-and -a-lialj shoicer stalls. I otal *
were $3,896.75. Cost of the 10 Jul) 1956 announ<\
on II SEE uas $45.00.
WSEE, Erie, Pa.
PROGR Wl : \niiiiinica
/ low ^Tvailable
from SPONSOR
SERVICES
INC
BOOKS
1 ALL-MEDIA EVALUATION STUDY
$4
/.
I'iIi/i
This book gives yon the main advantages and
drawbacks of all major media . . . tips on when
to use cadi medium . . . yardsticks for choosing
the best possible medium for each produd . . . how
top advertisers and agencies use and test media
. . . plus hundreds of other media plans, sugges-
tions, formulas you can put to profitable use.
2 TV DICTIONARY/HANDBOOK
18 Pages
$2
The new edition contains 220(1 definitions of
television terms . . . 1000 more than previous
edition. Compiled by Herbert True of Notre
Dame in eon junction with '■)' other tv experts,
TV DICTIONARY EANDBOOK also contains
a separate section dealing with painting tech-
niques, artwork, tv moving displays, slides, etc.
3 TIMEBUYING BASICS
I'll Pages
$2
The only book of its kind — the most expert
route to radio and television timebuying. A
group of men and women who represent the most
authoritative thinking in the field talk with
complete candor about tv and radio and the
opportunities these media offer.
BOUND VOLUMES
E FOR YEAR 1955
$15
Every information-packed issue of sponsor for
1955, bound in sturdy leatherette. Indexed for
quick reference, bound volumes provide you with
a permanent and useful guide.
15 BINDERS
1_$4 2— $7
Handy binders provide the best way to keep your
file of SPONSOK intact and ready to use at all
times. Made of hard-wearing leatherette, im-
printed in gold, they'll make a handsome addi-
tion to your personal reference "library."
15 SERVICES TO HELP YOU
MAKE THE MOST OF YOUR
RADIO AND TELEVISION
OPPORTUNITIES
REPRINTS
4 HOW DIFFERENT RATING SYSTEMS VARY IN
THE SAME MARKET 15c
Ward Dorrell, of John Blair (station reps .
shows researchers can be as far as 200$ apart in
local ratings.
5 TELEVISION BASICS 35c
J/ I'llljl S
6 RADIO BASICS 35c
24 Pages
7 FILM BASICS 25c
/;.' I 'hi/ i s
8 PROCTER AND GAMBLE STORY 25c
20 Pages
9 ADVERTISING AGENCY IN TRANSITION 25c
16 Pages
10 92 WAYS TV MOVES MERCHANDISE 25c
16 Pages
11 TIPS ON TV COMMERCIALS 25c
6 Pai/i S
12 NEGRO RADIO HAS COME OF AGE 25c
16 Pages
13 WHY 5 NATIONAL ADVERTISERS BOUGHT
SPOT RADIO "~ "~~ 25c
6 Pa i ji s
SPONSOR SERVICES
40 East 49th St., New York 17, N. Y.
Please send me the SPONSOR SERVICES encircled by number
below:
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Name _ _
Address
1 City Zone State
Enclosed is my payment of $
Ouantity Prices Upon Request
SPONSOR
3 SEPTEMBER 1956
65
plus superb picture quality. ..make RCA best
Improved technical quality in your film pro-
grams need not require a big investment
ICONOSCOPE CONVERSION
You can start simply and build gradually, if you prefer,
first by converting iconoscope film cameras to RCA
vidicon film cameras. You'll get marked improvement
in gray scale, tremendously increased signal-to-noise
ratio, improvement in resolution, and provision for
automatic black level control ... all with a minimum of
operating attention. The "snap," clarity and live effect
will be immediately reflected in advertiser preference.
MONOCHROME SYSTEM EXPANDABLE TO COLOR
Or, you can start with the superior vidicon film system
expandable to color. Using the RCA TP-15 universal
multiplexer, color and monochrome film equipment
can be completely integrated — by adding a TK-26 color
film camera at any time. This new multiplexer accom-
modates up to four projector inputs, all of which are
available to two film camera outputs.
COLOR FILM SYSTEMS
To go to color now, you can select from various equip-
ment combinations which use the RCA TK-26 three-
vidicon film camera. In TV stations where superb
picture quality and operational simplicity count, the
TK-26 is the preferred system for color film program-
ming. It has been selected after careful comparative
evaluation with other systems and found to produce
finer quality film pictures in both monochrome and
color. Superior results are achieved at minimum cost
with maximum operational simplicity.
LIVE COLOR, TOO
It is possible to use the RCA three-vidicon film system
for pickup of opaques, live commercial products and
demonstrations within a limited area.
See your RCA Broadcast Representative for more details
on Vidicon Film Systems. He will be glad to answer
your questions. Let him help plan a film system that
can start you on the road to the new and additional
revenue that will come from color!
NEW STANDARDS OF QUALITY
The RCA Vidicon Film System has established a stand-
ard of film reproduction by which all other methods
are judged. You can expect and get the highest quality-
reproduction, with protection against obsolescence for
years to come. To give some idea of the wide range
of system possibilities with RCA equipment we submit
four diagrams, at right, from the very simplest equip-
ment to a Dual Color Film System.
Monochrome film system
expandable to color.
RADIO CORPORATION of AMERICA
BROADCAST AND TELEVISION EQUIPMENT
CAMDEN, N.J.
uy in Sim equipment-monochrome and color
. ONVERSION OF ICONOSCOPE FILM SYSTEM TO VIDICON
TP-16
16 MM
PROJ
I 1
TELOP
LlRlJ -J 1 i
TK-21
VIDICON
CAMERA
TP-II
MULTIPLEXER
TP-3
SLIDE
PROJ.
TP-16
16 MM
PROJ.
Much of the equipment in an
existing RCA iconoscope chain
can be used with TK-21 vidicon
camera. A basic system em-
ploys two 16mm projectors and
a dual-channel slide projector.
3. BASIC COLOR FILM SYSTEM
TP-6
I6MM
PROJ
TK-26
3V COLOR
CAMERA
TP-12
MULTIPLEXER
TP-3
SLIDE
PROJ
TP-6
16 MM
PROJ
Permits two film projectors and
a slide projector to be oper-
ated into a single TK-26 color
film camera. Designed for maxi-
mum simplicity and economy, it
can be used for both color and
monochrome film.
' MONOCHROME FILM SYSTEM EXPANDABLE TO COLOR
4. DUAL COLOR FILM SYSTEM
TP-6
16 MM
PROJ
TK-26
3V COLOR I
CAMERA r*
FUTURE
TP-15
MULTIPLEXER
TK-21
VIDICON
CAMERA
TP-6
16 MM
PROJ.
TP-3
SLIDE
PROJ.
TP-6
16 MM
PROJ.
TP-6
I6MM
PROJ.
TK-26
|3V COLOR
| CAMERA
TP-12
MULTIPLEXER
TP-3
SLIDE
PROJ.
TP-3
Slide
PROJ.
TP-12
MULTIPLEXER
TK-26
3V COLOR
CAME-RA
1
TP-3S
S', MM
PROj.
1 TP-3S
1 35 MM
| PROJ.
Combines a TK-21 monochrome film camera with
projectors and multiplexing equipment, which are
usable in color as well as monochrome. At any time a
TK-26 color film camera can be added, retaining the
TK-21 for the monochrome channel.
Will handle a large number of inputs and therefore
provides maximum program protection. Two com-
pletely independent program channels provide the
ultimate in reliability and assure continuous program-
ming. Permits previewing in color.
est for color and monochrome because it uses proved-in components !
DICON TUBE RCA development
dicon storage tube is outstanding from standpoint of high
»naI-to-noise ratio, reliability and low-cost operation. It
oduces a sharp lifelike picture— equally good in mono-
rome or color. Replacement involves minimum of equip-
ent readjustment.
ANDARD-TYPE PROJECTORS FOR 35 and 1 6MM
indard of the motion picture industry, the intermittent pro-
:tor produces a beautiful steady picture. It involves none of
e critical mechanical tolerances of the continuous projector
r 16mm. RCA now offers the TP-6 series projector designed
>m the beginning for professional 16mm television use. Pro-
ies maximum video and audio quality with operating con-
inience and dependability. RCA neutral-density-filter light
control makes it possible to achieve satisfactory results with
practically all kinds of film.
NEW TYPE TP-15 MULTIPLEXER
Provides for complete integration of color and monochrome.
Offers flexibility and protection of two-camera system without
the necessity of buying separate projectors for each camera.
Permits preview of one program while another is on-air.
OPERATING CONVENIENCE AND SIMPLICITY
Only two simple controls are employed in "on-air" operation.
Pedestal level and Master Gain. For assuring picture perfection,
all controls, together with waveform and picture monitors, are
located at the operating position.
a forum on questions of current interest
to air advertisers and their agencies
What are your tips on extending
the life of a tv commercial
Arthur Bellaire
I .p. in chg. tv & ratlin copy
Batten, Barton, Durstine & Osborn, N.Y.
CLIENT TIRES BEFORE VIEWERS
# ( londition the mind i<> ili<' fad that
i good film commercial is hardier than
most advertisers realize. As long as
the cop) stor) remains basicalh con-
stant, wh\ no! extend the life of the
commercial at the moment of birth?
I oo often, jusl as a < ommercial reaches
il- peak in effectiveness, it is snatched
"11 and replaced with "something
fresher." I suspect viewers don'1 grow
half a- tired "I the same film com-
mi r< ial .1- ad\ ei 1 isers do.
Since it is in the lead-in that a com-
mercial must fight foi attention, be
sure the opening »<-wr m sequence is
fnlK ini. n -1 :n and, il appropi iate,
exciting. Here is the point where
originalit) will surel) increase the
ci mmercial s life w Idle triteness is
bound to shorten it.
If a jingle is fitting to the message,
use ii and take pains in production.
V. hethei the musii is fane) oi simple,
ii the attention il desei \ es and it
will strengthen thecommen ial and add
months to its life. Nothing ruin- .1
I \ i-nal like an amalcni i-h jin ;1<
and from a check of th< 1 hannels J ou'll
■ ■ the business ol jingle m i iting and
produi ing h 1- nol j el been perfected.
Animated commercials seem to live
longer than li\e action. While this in
itself constitutes no reason to go ani-
mated, there seems to be more and
more of a trend in this direction. Yet
■ ven here no rule can be made. Live
a< tion is \cr\ often the only correct
approach and less costh to boot.
In filming the original commercial.
\.atch for insert possibilities. For
example, if the demonstration can be
shown effectivel) in more than one
way, film two or three and drop one
into each print. It still is the same
commercial basically, telling the same
sales story, hut the proof can vary as
prints are rotated, and the life of the
basic commercial is thereby extended.
1 can't prove this but I suspect that
viewers today tire of too many faces
within a commercial. Where closeups
of hands will tell the story as well or
better, concentrate on this simpler ap-
proach and you are likelv to get more
mileage from the average commercial.
Read II. Wight
/ ./>. in chg. ni radio-ti & motion pictures
.1. \l. Mathes, ha .
s/\ s il AIM POIIS I S
• lu-i as the wear of a fabric is in
large measure dependent on the quality
■ ■I the threads woven into it, so is the
life-span of a film commercial prett)
well determined b) how much care
went into its preparation. For the
commercial that is destined to wear
well with the viewers, I would set down
these six requirements:
A good jingle. When the public
goes for a jingle. the\ do not mind
hearing it, or watching the action con-
cerned with it. countless times. The
action should be good, of course,
whether live or animated, but it does
not have to be outstanding. A catch)
tune that the public can sing or hum.
with a few video variations, will last
a long, long time. Example: Ajax
Cleanser.
Simple, but intriguing animation.
B\ drifting far afield to an extreme
form of art you can usually catch a
viewing audience off guard and, for a
short while. the\ will think the spot-
are sensational. But this wears off
only too soon and you must replenish
\our footage with newer and even more
extreme situations. The simple. '"W all
Disneyish" type of animation pleases
almost everyone for indefinite periods
of time. It gives you little to become
tired of. Example: Mott's Apple
Sauce.
Refraining from the use of "gags
to put your message over. This has
the same effect on people as the ex-
treme animation, \<>u really have to
keep it fresh. The Fiefs Brothers spot-
arc exactl\ this t\pe of treatment.
Imagine the interest in the I'icl S
Brothers toda\ if the viewers were still
forced to gaze upon the original com-
mercials. The secret of the I'icl s Boys
— in cess has been the continual replen-
ishing of Spots with new and different
gags. Three or lour different treat-
ments would never have done the job.
I hiit\ ni fort) can and are doing it.
The use of close-ups and product
shots rather than full shots of actors
and announcers. \ iewers do nol gel
tired ol a good commercial done in
68
SPONSOR • 3 SEPT! MBER 1956
ihis fashion, especial!) when a catch}
jingle is used. But the) do «et tired oJ
seeiii" the same old fate in the same
old chair sa\ in« the same old words
and smoking the same old cigarette <>■
drinking the same old glass of heer.
"Oh. him again!" is a common reac-
tion by viewers after a commercial has
had extensive exposure. Close-ups of
products, hands, feet and such do not
seem to have this effect on people. Ex-
ample: Schaeffer Beer.
Combining the proper voice, whether
male or female, to all the above except
the straight singing commercials. View-
i rs can get just as tired of, or irritated
by, a voice as they can a visual treat-
ment. Care in selection of the "just
right" speaker is of vital importance
It any film spot.
And finally, and most important,
whatever you do. make it the best!
on your dial
iLjlJJIJJIJ The right combination
- — p9 to sell Everything from . ,
annel L
Spark Plugs to Cars *
in
Oklahoma's...
Arthur Weil
Ti a/ count supervisor
Donahue & Coe, New York
ORIGIVAUTY AND ADAPTABILITY
• Unquestionably, the way to get
more out of a T.V. commercial — i.e.. to
extend the life of its effective use — is
to put more into the commercial in the
first place.
By this I mean, there should be more
planning and thinking — about just
how the commercial is to he used,
about when and where it will be used.
This can lead to building in "lifts";
or easily handled adaptations for >pe-
cial events or seasonal selling messages.
Extremelv important, in mv opinion,
is that more creative thinking be used
in making the commercial. [ngenu.it]
and fresh approaches should be sought
in place of the usual "safe" format.
The more stereotyped the commercial.
the shorter its effective life, a dull com-
( Please turn to page 106)
^ Motor Vehicle, Automotive Supply Stores and
Service Stations Sales Over $250 Million Dollars
This is just one example of how the more
than three thousand more new families that
come to the Tulsa area each year spend
money! That's because they have the money
to spend. No matter what kind of product
you sell, you'll sell the most, at lowest cost,
in Oklahoma's No. 1 Market with Okla-
homa's No. 1 advertising combination —
KVOO RADIO and KVOO-TV.
"Sales Management, May 10, 1956, Research Dept.,
Tulsa Chamber of Commerce.
RADIO
Represented by
EDWARD PETRY CO.
fKWfflffl
TELEVISION
Represented by
BLAIR TV
1170 KC • 50,000 Watts TULSA. OKLAHOMA Channel 2 • Maximum Power
SPONSOR
3 SEPTEMBER 1956
69
n \IS1f takes stock «.'*" its first four months of all-color tv
almost in hours of color a week, 30
local, live and film and eight network.
Local and national spot advertisers
now using the station are enthusiastic
about the medium and spot sales arc
up 25' ; over 1955.
\\ NBQ had some 30.000 visitors to
ils Hall of Color in the first four
months, with traffic now averaging
2.000 each fi\c da) week.
Summing up the station's progress,
Herbuveaux said "I am more than
gratified b) the mounting interest in
i olor tv. I am confident that to have
used color is lo lie sold on it.
"To make the viewing public, the
advertiser and other broadcasters
aware that local color has really ar-
rived we are conducting an education-
al campaign which will pay off in
more programing, advertising and
zooming color set circulation.'" * * *
Corridor in WNBQ's new hall of color
lii lour months of operation as the
first all-coin, t\ station, WNBQ. Chi-
cago, reports remarkable success in
programing, sales, and in generating
public interest.
Jules Herbuveaux, NBC vice presi-
dent and genera] manager of \\ NBQ
stresses that the station is telecasting
tiff* forms hurricane net as
new type of pitblie service
I his hurricane season, radio sta-
tion \\ll\ Philadelphia, is forming a
hurricane network. This service will
cio\ ide listeners u ith plete infor-
mation on approaching storms.
In fill iii data from the weather bu-
\\ I P u ill contact radio stations
and meterologists located in the east-
ern Inn 1 1 ane belt are i. I his w ill al-
low \\ 1 1' to alei i listeners to the path.
and intensit) of the storms. * * *
Mexican tv specialist is in
I . S. to study techniques
Manuel I opex Vgredano ol I ruada-
Mexico, is \ isiting \\ K^ I \ .
Oklahoma City, under the Internation.
al I'lii. .it ional Exchange Sen ice. I Ie
i- pi oduel ion manage] ol the Sistema
Radio Guadalajara, which operates
two radio stations, \l \\ ami \l.l\.
V i ., Lin, , w ill spend three nths
at \\ k1* to stud} i adio and t\ produ<
lh Mill then toui radio and t\
stations in the I nited States * * *
Time & Copy, of Memphis,
handles radio exclusively
Time ^ Copy, of Memphis — an
agenev which represents onl\ radio ad-
vertisers— reports that spot radio busi-
ness is up over last year. Here are
some of. the reasons they cite for ihis
increase:
1. I he growing feeling that spot
radio can be used to capture a basic
market as well as to boost a regular
campaign.
2. Advertisers are signing for long-
ii schedules in order to nail-down the
most-sought after morning periods.
3. Radio cop\ is heller. Main cli-
ents have brought their commercial
techniques up to dale with jingles, mu-
sic and sound effects which aid in
product identification.
1. During one week radio reaches
7!'.' i of I .S. homes in the morning,
76' ' in the afternoon. 63' , in the
evening. During the entire da) !'.7'<
turn llieii radio- on. and saturation is
96 . , of all I .S. homes. * * *
KAYL wins cake contest ami
trophy: KCHA triits the cake
Someone mentioned cake and Andy
Lynn, production manager-d.j. at
k^l \l.. Storm Lake, Iowa, thought of
a cake baking contest. \nd\ and sta-
tion manager Paul Benson challenged
KCHA. Charlc- City.
Each station used available times
and d.j."s to ask for cake pledges to be
auctioned for charity.
Grocer) stores donated cake mixes,
merchants asked employees to pledge
cakes, clubs cooperated and KA\ L re-
ceived 129 cakes. All were sold and
$98.70 was collected for charity.
The winner. K.AYL will receive a
trophy from KCHA. The losing sta-
tion representative receives a cake in
the face. * * *
'Mobile Mike' handles spot
selliny for WESC sponsors
"Mobile Mike" doing on-the-spot promotion
Station WESC. Greensville, S. C. is
using their "'Mobile Mike," a small
studio on wheels, as a selling de\ ice
for their accounts.
With "Mobile Mike" WESC origi-
nates shows from the sponsor's loca-
tion providing participation and as-
suring hea\ j traffic.
"To put the whole thing in a nut-
shell," says John Davenport, station
manager. " "Mobile Mike' has pro\ ided
extra income for the station and its
value as a promotional device is in-
estimable. 'Mobile Mike" will con-
tinue to travel, keeping the station call
letters and the slogan '(>(>() in Dixie
constantl) before the public * * *
New color schedule phtnned
for station WRCA-TV in Y.Y.
Thomas B. McFadden, NBC vice-
president and general manager of
WRCA and WRCA-TV, Y Y., an-
nounced a new schedule ol local live
color tv .
Elleclivc Mondav. Ill September.
\\ UC\-T\ will broadcast 659$ "f its
local live schedule in color. Included
i< a new dail\ "Tex and Jinx Show
70
sl'uvsnu
A SKI'TKMHKK I '>•"><>
from 1:00 to 2:05 P.M. The evening
block of color programs will feature
"Eleventh Hour News," "Uncle Weth-
bee," "Powerhouse," and "Hy Gard-
ner Calling."
"In the process of increasing our
color output at WRCA-TV," McFad-
den said, "we are not merely adding
color to existing programs, but rather
creating new formats.
The stations schedule is in addition
to the Network's fall plans for at least
one major color program each week in
addition to the spectaculars. * * *
Discarded iire truck Is note
returned to action by WBUF
WBUF, Buffalo, New York, recently
acquired a fire truck which once served
the Westfield, New Jerse\. fire depart-
ment.
The big 1,000-gallon pumper, res-
cued from a rest camp for superannu-
ated vehicles, arrived in Buffalo two
weeks ago.
Charles C. Bevis, Jr., general man-
ager of WBUF. said the fire truck will
be a symbol of the station's public
service in fire prevention. The station
also offered the fire department use of
the truck in any emergency as the
pumper is still in good operating con-
dition.
Commissioner Daly replied he was
designating WBUF as Honorary En-
gine Company No. 17.
Briefly . . .
• • •
Joe Kaselow (above), N. Y. Her-
ald-Tribune advertising news colum-
nist has started a five minute radio
commentarj on advertising news over
\\OI{. New York. The program is
sponsored b\ a radio and tv rep — the
Edward Petry Co.
WDRC, Hartford, has contributed
several hundred new records to the
Hartford TB and Public Health Soci-
ety for distribution to the Cedarcrest
Sanitarium in Connecticut. The mu-
sical gift was arranged through
WDRC program manager Harvey
Olson. • • •
WWTV
THE PRESS/
With full power of 316,000 watts harnessed to the
1,282 ft. WWTV tower, 48 of Michigan's 83 counties
now fall within the coverage area of this most potent
and powerful Michigan TV station! To put your adver-
tising and sales message into the 381,894 TV homes
reached by the power-FULL picture of WWTV, it would
require space in 71 daily and weekly newspapers
within the Channel 13 coverage area.
Small wonder we changed our headline.
WWTV "TOPS The Press!"
fOP Tower 1,282 Ft.
TOP p«>wer 316,000 W.
TOP Programs CBS-ABC
TOP TV Homes 381,894
The
HIGH
spot in Michigan Television
SPART0N BROADCASTING CO,
Cadillac, Mich.
Channel 13
CBS-ABC
Natl Reps.
WEED TV
SPONSOR
3 SEPTEMBER 1956
71
Jacksonville
LONG SEE
\\ MBR-TV's signal gets
around reaching 371.000
area homes » ith the lull' -i
rated -how -. national
mil local.
ihlr to \ iexcing :t or
tii iii*' more times
II W/IK-/I
weekly
Gainesville, Ma.
Inir,
99%
' ~\ mil.-- 1
Brunswick, (la.
100'
1007c.
'77 miles)
Waycross, < \a.
'<7',
1 77 miles >
Ocala. 1 la.
•II.-.
76%
1 1 u tona Beach, Fl
1 '.
35%
liles)
Tallahassee, Fla.
ilesj
Data from Milt Metro.
Irea I ' ' /«/). 1956
WMBR-TV
Jacksonville, Fla.
Channel 4
CBS Television Spot Sales
Operated by The Washington Post
Broadcast Division
( ontinued
from
pa f:e 10
legerdemains to approve the possible and not to add the
impossible.
I If mii-l have learned, probahh 1a hitter experience, that
he can't -alve everybody h\ dropping pel phrases into the
audio w ithout regard to the video — or the timing of the copy.
So much for commercials. As for -how- and time -lots, his
job is at least as worrisome, puzzling and frustrating. He too
must learn the ins and outs of film financing or he can never
appreciate a soundly organized tv operation as against one
which will mean real trouble despite the be-t oi intentions
and contractual provisos.
He must have the patience and tact to describe quid I > his
company's corporate peculiarities to uninterested film moguls
and film stars. Alter he performs this last chore, he must fol-
low up to make sure that the end product, in every sequence,
hews to company policy, a problem often equal to all seven
ol the labors of Hercules.
And when his big star or name writer can't understand
why a drug company doesn't want to become associated with
a plot that revolves around poisoning or the cigarette com-
pan) isn'l intrigued by a tear jerker ending with death via
cancer, our hoy has to be firm and friendly at the same time.
He inu-t know the vagaries ol limehuving and he able to
explain whv Mr. President cant just walk in and bu) (>:30
p.m. the wu\ competition did. Also why he or his agencj
can't think up the proper show for the time spot himself in-
stead of putting his company at the mercy of a lot of foreign-
ers from California.
It's a rough deal. Maybe this is why there seems to he
more rapporl betwixt ad managers and agenc\ folks than
heretofore. The) -hare the same bed of nails.
• • •
SPONSOR to sponsor: problem solring
For some solution- to the problems raised
b) Bob see: Presenting a tv commercial,
the story oi the storyboard, page 38. and
part two ol 10 midwinter headaches yon can
start to lick now, a rundown of annual ills.
page 3 1 linili in this issue of sponsor.
SPONSOR • 3 SEPTEMBER L956
HOW
TO ROAD-TEST
A WEEKLY
27
OCTOBER
HOW TO
ROAD-TEST
A WEEKLY
On the morning of 15 July, exactly three month,
and 12 days before the switch from bi-weekly t<
weekly, sponsor's editor and publisher set out on
long trek. Purpose: to road-test the new threi
dimensional weekly formula and get reactions t<
the weekly dummy for the first time. Whal
happened during the five-week swing, as well a)
what was going on at home to prepare for thj
weekly, is set forth in this factual report.
1. We traveled by automobile for greatest mobill
ity. Over the five-week span we passed through 1 1
states and visited station owners, managers, aiu
agency executives in the following cities: Wheel j
ing, Steubenville, Columbus, Cincinnati. Louis
ville, St. Louis, Kansas City, Topeka, Wichiu
Tulsa, Oklahoma City, Dallas, Fort Wortl
Wichita Falls, Lubbock, Temple, Austin, Sai
Antonio, Houston, Shreveport, Little Rock, Mem
phis, Nashville, Chattanooga, Knoxville, Huntmi
ton, Charleston, Oak I [ill, Beckley, Harrisonbun
2. Our welcome everywhere was heartwarmin<
attesting to the high prestige which the bi-weekl
SPONSOR had built up over its 10-year span. Deck?
were cleared, in many instances group meeting;
were arranged in order to acquaint all interested
personnel with the weekly plans.
3. The reaction to the weekly plans and the three
dimensional formula as reflected in the dumnv
was overwhelmingly enthusiastic. Everyone wa|
amazed to learn that we were embarking on
completely new trade paper concept built aroud
a use triumvirate of use articles, use departments
and use news. We found that main readers h;u
been concerned that our use articles which mean
so much to (hem might be weakened when we wo
weekly; they were delighted with the plans fol
strengthening and streamlining them. Most of all
ley were impressed with the newsletter blueprint
,hich guaranteed a full-bodied weekly wrap-up
i depth for busy executives. Oxer and over again
,e heard: "Congratulations. You can't miss."
I. Many editorial suggestions and improvements
* ere gleaned from the field. Some of these already
tave been added to the weekly blueprint. But, most
mportant, was the stamp of approval given key
acets of the new formula. We now knew for
ertain that we were satisfying an urgent need.
i. The advertising response was exceptional, too.
ponsor's advertising director joined the trek for
wo hot weeks in Oklahoma, Texas, Louisiana,
ind Arkansas during which he signed numerous
ontracts and was promised many more. During
his period of the trip, and since, several advertisers
ncreased their space.
>. At home, while the summer was waning, spon-
-or's editorial staff was being rapidly strengthened
ind trained for the weekly operation. An outstand-
ng weekly specialist had been retained to analyze
)ur editorial operation, coordinate with our printer
n weekly planning, and orient the staff. This work
s presently going on and will continue until
several issues of the new weekly have appeared. A
seasoned news analyst, well respected in our field,
\ ill head sponsor's important use news operation.
Additions have been made to the use article staff.
Every day from now to W-Day sponsor will be
road-testing. We expect to bring advertiser and
agency readers a weekly wrap-up in depth which
iivill both surprise and thrill.
tf}p1*n*tk+c^
OUR 10th
ANNIVERSARY
ISSUE, ALSO
advertising deadline
8 October. 1956
m ^
27
October
first weekly
Issue
10th year of usefulness for
tv and radio advertisers
WREX-TV
Q ON TOP
157 to in
WREX-TV
leads in Va
hour periods
from 6:00 P.M.
to midnite
All 48 of the top 48
once-a-week shows are on
WREX-TV!
57 of the top 59
once-a-week shows are on
WREX-TV!
All 15 of the top 15
multi-weekly shows are on
WREX-TV!
Facts from the April 1956 ARB
Survey prove conclusively that
WREX-TV continues to grow in
favor with the ever increasing
number of viewers in this 10
county billion dollar market!
WREX-TV
ROCKFORD • ILLINOIS
channel 13
CBS • ABC
AFFILIATIONS
represented by
H-R TELEVISION. INC.
IVIR. SPONSOR (Continued)
screened some 20 episodes of Navy Log. bought the show
on basis of these screenings and is slotting it into ABC
TV. Wednesdays 8:30-9:00 p.m.
"\\ e're -till sold on that half-hour following Disney-
land, says Garratt. adding candidly, "It's been a trouble
spot so far."
Neither I/O 1/ Parade nor The Dunninger Show ( pre-
viouslj shown in that period) ever surpassed a 20. Gar-
ratt is confident that Navy Log will do much better.
"Of course, we don't necessarily buy media by the
slide rule," says Garratt. "Buying air time strictly on
the basis ol cost-per-1,000 can be a trap. In a number of
instances, top-rated shows have failed to move goods. In
television, our selection of shows represents a coordina-
tion ol media buying with our over-all marketing objec-
tives."
American Tobacco Co. doe- want broad adult-appeal
show-, ol course. At the same time, the companj wants
program- that will attract younger people, the newer
smokers or those about to start smoking, "people we must
reach to keep growing."
This fall will see Pall Malls continue their sponsorship
of Big Story on NBC TV
for the ninth consecutive
year, plus the new Budd}
Hacked -how on NBC TV
some lop rated
shows have failed to
more products
Monday nights
The cigar-
ette brand w ill also continue
bankrolling Doug Edwards
an I the Sews on CBS TV.
"Mr. Halm and I. together with the agency, feel that
tke \ai i Log program will be a great addition to our
advertising and trusl thai we will get a rating on this
-how thai will reflect our confidence in this lime period,"
says ( rarrett.
Man) screenings of the -how were held in American
Tobacco's ultra-modern conference room, equipped with
stereophonic sound plus a control panel that has room for
gadgets t\ engineers haven'l even developed yet.
"I'll tell \ou who"- happie-t about our Inning \ar\
Log," Garratt added with a grin. "That's mj wile. She
and I were in the Naw together, you know."
Garratt's a tall, slender, youthful looking man in his
forties, with silver) white hair and a I lenry Fondaish ea-e
ol manner and movement. He met hi- wife when -he.
then in the \\ W'KS. helped him in hi- capacit) a- Naw
p.r. officer. Their love of things maritime is translated
these days into water skiing behind their 23-fool boat oil
\nnl\\ille. L. 1. A portable radio goes aboard.
"We regularU include -pot radio in our national ad
plans," says Garrett. "We use minute announcements in
nunc than 200 market- and step ii|> OUr lre<|uenc\ il -ale-
gel sluggish. Lasl December, l<>r example, 1 stepped up
■ iiii New York schedule to 000 announcements weekly
and jzol a rising sales curve within the month.""
MMAMIIt
3 SEPTEMBER 1956
KING'S POLL GALLOP
The results of Radio KING's Poll Gallop, staged
at Seattle's Longacres Race Track, were
somewhat inconclusive. But as a typical
demonstration of KING showmanship they
pleased both parties and the independents too !
For conclusive evidence of KING's
domination of the important Western Washington
market, however— check any nationally
recognized survey, the latest 18 Western
Washington county pulse, for example. You'll
find Radio KING in strong leadership.
Radio KING- 1090 KC
ABC— 50,000 Watts
FIRST IN SEATTLE
Radio KING
RADIO
no matter
where
people may
be!
Politz finds..*
. . . that RADIO acquires its
huge audience because it is
always available to people at
all times, in all places and no
matter what else they may be
doing. These millions in
radio's daily audience listen
for an average of 3 HOURS
per adult listener, PER DAY!
In Southern New England —
where the average income per
family is 14% above the U. S.
average — between 7 and 10
A.M., 63.3% of adult radio
listeners are in the kitchen.
Another 17.2% are in auto-
mobiles. Almost 4 TIMES as
many are listening to WTIC
as to any other station serving
the area.
* Alfred Politz Research, Inc.
mplcU information on this
rich Southern New Km glantl
Market . . .
call CHRISTAL
or write directly to
HARTFORD
CONNECTICUT
Continued
from
IHljlV I H
course, the Democratic Convention. Switching from channel
2 to 4 to 7 to 4 to 2 is, of course, no fair basi- for making a
comparison as to which of the three webs did the best job
with the conclave. lt% entire!) possible, even over almost an
entire week, that while a viewer is on a given channel, an-
other web may be executing a particular!) imaginative and
skilled chunk of coverage.
With that qualification, however, I did get the impression
that CBS did the most daring and imaginative job with the
Democratic shindig. Sig Mickelson's crew, ably anchored by
Walter Cronkite, seemed to duck a good deal more of rou-
tine speeches and procedures than did NBC or ABC. I espe-
cially appreciated their special interviews and commentary.
It seems to me that one of the problem-, which political
parties must face in telecasting conventions, is this: How do
you convince the viewer at home that the speeches of party
brass have any meaning or significance, when the camera i-
plainly showing that practically no one in the Convention
Hall (least of all the party's most important members) are
paying the slightest bit of attention to the speaker?
On Wedne-day night, as one typical example, all the while
the party's platform planks were being presented by impor-
tant Democratic officials, Harry Truman, Sam Rayburn. Paul
Douglas, Herbert Lehman. G. Menncn \\ illiani- and other
major figures huddled and plotted and planned their re-
spective strategies involved with the Civil Bights. The cam-
eras picked them up, one whispering group after another,
while the speaekrs droned on and on. I can thing of nothing
calculated to convince impartial viewers that the speeches
made at the Convention are meaningless and unworthy of
any consideration than this inattention on the part ot the
Convention brass and delegates themselves.
\t any rale. ju>t as it was my feeling that CBS did a slight-
ly more imaginative and exciting job than it> rival webs, just
-i) did I feel that Westinghouse's commercials were more
effective than those of Philco or Sunbeam. Betty Furness
and Walter Brooks were in rare form and the copy was pre-
cise and coin hieing.
It was obvious, from a number of easily observed ke) ele-
ments, that Leonard Reinsert, in charge of t\ lor the Denis.
did a superb job. The drapes behind the speaker's stand,
and the wa\ in which the rostrum was lit made each speaker
-land out clear and sharp on home screens. And the ingeni-
ous placement of the teleprompters made each speaker, no
matter how inept, appear to have studied hi> speech well. A
valuable man. Leonard. I hope t li« -\ appreciate him. * * *
SPONSOR • 3 SI PTEMBER L956
Ad\ ertisement
I milium Mine In The South!
\re \ou entertaining the notion of
investing in the stock of some Uranium
Mine? Well, of course, there's always
the wistful possibilitx that \ ou might
hit lucrative traces. But. it's smarter
to take the realistic view. So, give con-
sidered thought to investing in a sound
business proposition, which has the
profit potential of a uranium mine —
the untapped resources of the Negro
market in the South, staked primarih
b) the Negro radio station. WDIA.
Concentrated Coverage
W Dl V hits pay-dirt on top national
accounts, for this top regional outlet
hits a vast market, which mass media
miss entirely. Within Memphis and ad-
jacent trading zones, there is one of
the heaviest concentrations of Negro
population, percentage-wise, in the
I nited States. Almost one-tenth of all
the Negroes in the country reside in
the Memphis area.
W iih its 50.000 watts, WDIA covers,
and makes contact with a total of
1.237.686 Negro consumers. Due to
the low readership count, the only way
to reach this concentrated group is by
air media. According to recent survey,
TV ownership in Negro homes adds
up to a negligible percentage. Obvi-
ously, then, radio is the medium for
penetration — and, WDIA, a power-
house of pressure, is the most effective
regional station for merchandising na-
tional products!
Financial Status
Due to an unprecedented payroll,
from latel\ developed industry, the
financial status of the Memphis Negro
is at an all-time high. The per capita
By Harold Walker
income, relative to while exceeds that
of the Negro in am other major <il\
of the nation. It is approximately
double the per capita income of the
Negro in Detroit, over three times that
of the Chicago Negro, and more than
five limes that of the New ^ ork Negro.
Specifically, the Negro population ol
Memphis has a quarter of a billion dol-
lars to spend and is willing to spend
it on marketable merchandise, such as:
Riceland Ru-f . . Pet Mills . .
Chvvr . . Sal ffepafirci . . Arrld
. . II iic|lci| fiiiiii . . Fsso . . Farti.
These are all name-brand commodities.
which WDIA vends for national clients,
on a regional basis, at profits that are
staggering — and from a market, mind
you, almost untapped h\ national press
and TV media.
If your operations include products
in the consumer field, consider the im-
pact made upon 1.237,686 potential
buyers, by Negro announcers, enter-
tainers, consultants -- salesmen, all!
Listeners react to suggestions and per-
sonalized sales messages, delivered by
the all-Negro staff, in a concrete wax
. . . with action at points-of-purchase.
The proof? WDIA consistently carries
a larger number of national adver-
tisers than any other radio station in
Memphis. If you want vour share of
that quarter billion dollars, let W Dl \
plan your program!
Effective Programming
All-Negro shows on WDIA are "cus-
tomized*' to awaken intellectual and
emotional responses, reflect traditional
tastes, stimulate loyalty to a given prod-
uct through the performer involved.
Programs vary in subject from musical
favorites to news and inspirational
chats. Stars range from popular vocal-
ists to home economists. All deliver
solid entertainment, in a st\ le familiar
and acceptable to Negro listeners.
They appeal, in a personal way. to the
colored sense of responsibility in sup-
porting the product they represent.
The tremendous response to this cus-
tomized programming is evidenced b\
the fact that WDIA has increased its
annual gross dollar volume ovei
600' ; !
Push Market
WDIA has all the elements for a
first-rate market mix. W ith a sensi-
tivity lo changing i onditions. \\ Dl \
converted, in 1948, from a convention-
al station to an exclusive-for-Negroes
entertainment center. \\ Dl \ incorpo
rates into its schedule a public rela-
tions service, which promotes the in-
teresl ol Memphis Negroes in all it*
home, civic, social, and economic pro-
grams.
As a result of this close association
with the Negro interest, WDIA has a
phenomenal contact with, and compre-
hension of, the emotional, social, and
economic needs of these colored < il-
izens, who make up 43% of Memphis'
total population. This understanding
is translatable into cash. For instance,
WDIA is cognizant of the motive that
impels these Negroes to show a con-
sumer preference for premium-brand
goods. So they buy the best!
WDIA not only understands con-
sumer-attitudes in this specialized mar-
ket, but the station also has singular
know-how on advertising techniques
for these particular customers as well
as methods of applying them with
maximum effectiveness.
Audit the statistical records WDIA
has made for blue-chip, national ac-
counts in the development, distribu-
tion, and sales promotion of name-
brand lines. Let WDI \ -how \ou how
this station can integrate your market
problem, operational structure, and
profit objectives into its own planning
and service. W ith its specialized
strategy, WDIA can promise you un-
paralleled opportunities for immedi-
ate response . . . can indicate new di-
rections and growth potential for the
future in the unmined. Memphis Ne-
gro market! Send your inquirx for
details, on your letterhead, now . . .
and ask for a hound copy of, "The
Story of WDIA!"
W DIA is represented nationally by
the John E. Pearson Company.
]OHN~PEPPER, President
■ FERGi
BERT FERGUSON, General Manager
ttsx.
HAROLD WALKER, Commercial Manager
si'OXSOR
3 SEPTEMBER 1956
7")
WINTER HEADACHES
[Continued from page 35 i
radio-t\ business manager generall)
works from the lis! of stations bought,
u ith the date of the likel) rate increase.
"^ ou figure on the basis ol the last
rate increase," says Kudner's \l Reib-
ling, manager of the radio-t\ depart-
ment. "In previous years, we general-
l\ used up to 10' i as the projected rate
increase. Bui on the basis ol lasl yeai -
figures, "in L956 average is down l<>
.")' , ol the original time cost.
- ime advertising managei s prefer to
estimate rate increases more generous-
l\ than the basic minimum anticipated,
in order to use the unrequired funds
for additional stations or sporadic spol
-< hedules as the need is indicated l»\
the sales force s reports.
"Don't forget that you plan your air
advertising foi fall in the spring oi
earlier on the basis of projections made
from lasl year's sales pattern," a Bris-
tol-Myers ad executive told sponsor.
"Then in midseason, you start to gel
the reports Irom salesmen which show
you how accurate your planning was.
You've got more up to date materia!
:ost and coverage. (We're conduct-
ing such a stud) right now.) \nd at
that time, it's nice to have funds for
putting extra weighl into 2(1 additional
inarkets. according to the sales depart-
ment's latest information. '
Since it's more difficult to estimate
the cost of additional markets opening
up, for example, than the likel) rate in-
creases in those alread) bought, main
ad managers leave aside a somewhat
inflated time cost budget to he used for
unanticipated additional stations. I his
\ ear the additional time cost pro\ isions
range between five and 10' '< of the
original cost of buying the stations.
In buying spot t\ campaigns, time-
buyers make up their original estimates
to include anticipated rate card in-
creases. Furthermore, the) figure
-.hedules not on the basis of package
discount deals, but on a Strict ad-
herence to the rate card, in order to
avoid having to cul corners once a
schedule is on the air.
"We base estimates on maximum
. .i~i."" a BBDO Inner said. "It's easier
to go to the client with mone) left over
from a campaign that can be used to
step ui> the frequenc) of the announce-
ments in some major markets, rather
than trying to gel an additional appro-
priation after your estimate has been
approved."
• Rising talent costs — Where the
cost of talent is concerned, admen say
that two different cost increases should
be anticipated. The first increases re-
sulting from union contracts, is rela-
tivelv easy to anticipate. Admen know
when certain contracts come up for
renegotiation. And most tv union
contracts today are negotiated on the
basis of two-year periods, so that a
client need rarel) worr) about a con-
certed cost increase affecting all the
talent and labor he employs in his
show and commercials. Union con-
tracts are up for renegotiation at
staggered times.
\\ bile it's not so eas\ to anticipate
the demands and outcome of the ne-
gotiations, an advertiser can count on
ample notice of cost increases. Where
show talent is concerned, the biggest
cost factors are. of course, not the scale
performers, hut those with individual
contracts. The effect of scale increases
upon individuall) negotiated contracts,
however, is usualK slower in making
itself felt.
Frequentl) in network t\ particular-
l\. there's need for another type of
5 » 5 t
I. /Vet© stations on air*
CITY 4 8TATE
CALL
LITTERS
CHANNEl ON-AIR
NO. DATE
ERP (kw)'
Visual
Antenna
(ft)*"
NET
AFFILIATION
STNS.
ON AIR
SETS IN
MARKET*
0001
PERMITEE. MANAGER. REF
EL PASO, TEX.
KILT
13
29 July
KROD-TV
KTSM-TV
McClendon Investment Corp.
Iff. \<»tr applications
oity 4 STATE
CHANNEL
NO.
DATE
FILED
ERP <kw)'
VlMKl
Ai
(ft)
ESTIMATED
COST
ESTIMATED
1ST YEAR
OP. EXPENSE
TV STATIONS
IN MARKET
APPLICANT. AM AFFILIAH
LUBBOCK, TEXAS
LUBBOCK, TEXAS
5 18 Aug.
5< 18 Aug.
100
11.1
705
$325,032 $500,000 KCBD-TV
KDUB-TV
$88,189 $36,000 KCBD-TV
KDUB-TV
C. L. Trigg, 1211 N Whitaker. (
Texas
Texas Technological College
BOX SCORE
il. S. stations on air
Markets covered
2.18
Mil
•Both new e.p.'s and nations going on the air listed here are those which occurred
l August and 28 August or on which Information could be obtained In thai p<
are considered to be on the air when commercial operation starts. "Effective radiate'
Aural power usually Is one-half the visual power. •••Antenna height above ave'age ter'«.|
above ground), tlnformation on the number of sets in markets wnere not designated ■>
from NTtC Research, consists of estimates from the stations or reps and must be deemed si
mate. JData from NBC Research and Planning NTA : No figures available at tr.
on sets In market. 'Community would support proposed lower-power station at least thr.e
or until such time as it becomes self-sustaining. ^Presently off air. but still retail
SNon commercial. SAbove ground.
80
SPONSOR
3 SEP! i MB1 i; 1956
When all the shouting is over and the last
campaign speech has been made, isn't this
what all the struggle is really about?
You and your neighbors are going to march
to the polls November 6 and settle things the
American way.
Not by fists or by force, not with a penalty
if you don't vote, or the secret police checking
up to see if you did.
You'll vote because it's the thing to do.
Vote as you please, of course — but vote.
Vote for the party and the candidates you
honestly believe will represent you best.
But also vote because you believe in this
democracy of ours and you want to keep it
the way it is — a country where you can have
your say and nobody else can say it for you.
Everybody you know
will be there.
We'll see you at the polls.
VOTE NOVEMBER 6th!
SI'OYSOli
3 SEPTEMBER L956
81
ONE WILL DO/
One station — WBNS Radio — drops sweet-
spending Columbus and Central Ohio right
in your lap. WBNS delivers the most listeners
. . . twice as many as the next biggest station.
The most and also the best. With 20 top Pulse-
rated shows, WBNS puts push behind your
sales program. To sell Central Ohio . . . buy
WBNS Radio.
CBS FOR CENTRAL OHIO
Ask John Blair
The number one Pulse station
covering 1,573,820 people with
2 Billion Dollars to spend.
HBfrac
radio
COLUMBUS, OHIO
contingent-) budget to cover talent
costs, stemming from a need to improve
the client's show. Such an extra talent
allowance is still more difficult to esti-
mate. Furthermore, its usefulness
hinges upon the contract, which, in the
case of a fall show, would he negotiated
and signed some months ago. But.
particularly, if the client's show is a
live one and the contract specifies final
client O.K. on scripts and talent, agen-
cymen suggest that clients set aside a
contingency budget for show improve-
ments as the need occurs.
• A eed for greater commercials ex-
penditure— Here agency opinion varies
considerably. There are the advocates
of nine-months pre-planning who feel
that the need to amortize the vast origi-
nal expenditure leaves little room for
flexibility. And there are the ad\o-
cates of flexibility, who prefer plan-
ning commercials no more than six to
eight weeks ahead. In the latter cast
the budget needs to lie more flexible as
well.
"Everyone has about a 10$ con-
lingencj budget, which the ad manager
usually holds out."' says Rod Erickson,
v.p. at Y&R. "Actualh. there's even
more of a range, in the cost of com-
mercials production than in shows, and
au\ financial cushioning against an
emergency must be corresponding!]
greater than in the case of time costs.
which can be anticipated, and talent
costs that aren't a surprise either."
Even if film commercials are made
us much as six months in advance, the
wise client, admen agree, does keep
aside an extra budget for commercials.
While his seasonal needs may be cov-
ered in the original filmed scries, there
ma\ be a new discover) in the making
or marketing of his product that makes
;» necessarv for the advertiser to recog-
nize the development in the form of
new and additional commercials.
Furthermore, a client's commercial
ma) conceivablj catch on so well thai
there'll be need for more films, varia-
tions of the original one. because lot
commercials saturate the audience
re quickh than the average com-
mercial.
7. How do you get on network in
January'/ The chief problem in work-
ing toward a Januar\ network debut
i the Fact thai time is tighter in winter
than fall. \lso. the ageno has less
time to shop around for a good slot
than in a September campaign.
M'ltXSOK
,'i SEPTEMBER 1950
The agency generally lias ample time
to shop for a show for January, and
frequently starts this job as early as
spring. Hut the question — often as late
hs November or December — still re-
mains: Where are ^\(• going t<> put
the show ?
There arc concrete steps the agency
and advertiser can be^in to take right
bow:
• Shop earl) for a property, [fyou
haven't already signed up a show.
you'll he handicapped in your efforts
to clear time for it.
With network lineups firm for fall,
v ou Ye got a good perspective on the
types of shows projjraming experts an-
ticipate as popular. This should guide
your choice of programing for Jan-
uary. For example, if it's a season
that's ver\ heavy in Westerns, you
might be taking a chance 1>\ buying a
\\ estern for a January start. There's
a possibility, when a particularly large
number of Western dramas are ahead'
on tv. that one or two of the weaker
ones might drop out by winter. If
your show is a Western too, you would
then find it harder to clear time for
your program, since the networks
would have seen one or two shows in
that category die.
In other words, it's easier to know
the year's show preferences when
you're buying for January, because
you've had the fall lineups to guide
you. But it's more dangerous to hop
on a popularity bandwagon, because
your predecessors have the edge on you
where building audience is concerned.
• Watch network show ratings and
keep eyes peeled jor trouble spots.
Winter network lineups will be up in
the air for some time to come, but you
can start "keeping ear to the ground
and money in hand" so that you can
be ready to jump in immediately when
the opportunity comes up.
Says FC&B's radio-tv v. p., Roger
Pryor: ''January campaigns are much
tougher to plan than fall, because they
hinge on fall cancellations, whereas fail
plans are made independently by the
nets. The most effective thing you
can do is keep your ear to the wind-
ward and try to second-guess what will
happen by the end of December."
It's never too early to interest the
networks in the property for which
you're trying to buy time. The more
convinced network executives are of
its possible success and popular appeal,
the more likely they are to give you
More Now Than
Ever Before . . .
WFBC-TV
SWAMPS COMPETITION
"The Giant of
Southern Skies"
IN CAROLINA
5 -COUNTY* PULSE SURVEY
• WFBC-TV had all 15 of the "Top Fifteen Once-
A-Week Shows"!
• WFBC-TV had all 10 of the "Top Ten Multi-
Weekly Shows"!
THE PULSE, INC. 5-COUNTY AREA TELEPULSE SHARE OF
TELEVISION AUDIENCE JUNE 1-7, 1956
Time
TV SeU
In Use
WPBC-TV
Station
B
Station
0
Station
D
Other
Stationg
SUNDAY
12 Noon-6 :00 P.M.
6:00 P.M. Midnight
28.8%
47.6%
56%
52%
2L"-;;
22%
13%
15%
5%
8%
4%
3%
MUX. THRU FBI.
7:00 A.M. -12 Noon
12:00 Noon-6 :00 P.M.
6:00 P.M. -Midnight
14.6%
23.4%
44.4%
61%
63%
51%
31%
18%
18%
8%
15%
15%
0%
4%
12%
0%
0%
4%
SATURDAY
8:30 A.M.-12 Noon
12:00 Noon-6 :00 P.M.
6:00 P.M. -Midnight
2.-..H';
24.9%
52.6%
61%
47%
55%
35%
25%
18%
0%
9%
4%
16%
0%
3%
4%
*The five counties are Greenville, Anderson, Greenwood and
Spartanburg, S. C., and Buncombe (Asheville) N. C. . . . counties
with Population of 611,400; Incomes of $787,290,000; and Retail
Sales of $549,606,000.
For further information about this PULSE Survey, and about
the Total WFBC-TV Market, con-
tact the Station or WEED, our
National Representatives.
WFBC-RADIO (NBC AFFILIATE)
is Represented
Nationally by AVERY-KNODEL
NBC NETWORK
WFBC-TV
Channel 4 Greenville. S. C.
Represented Nationally by
WEED TELEVISION CORP.
SPONSOR
3 SEPTEMBER 1956
;::;
WFBL — SYRACUSE,
FOR
MORE SELLING POWER
IN THE
EAST'S FASTEST GROWING AREA
• WFBL has brought- a 14.9 share of radio audience
to 30.4* — proven selling power that is
going up . . up . . and up!
• "Syracuse is the east's most rapidly growing area"
— preliminary findings, Economic Re-
search Council of Metropolitan Syracuse.
Ask PETERS, GRIFFIN, WOODWARD, Inc.
for details about WFBL — The BIG Station
'Hooper Share of Audience, July-August 1956 over April-May, 12 n. to 6 p.m. Mon.
thru Saturday
One of the Corporation's Group of Stations:
iated with Kl'ov and the tnter-Island network, Honolulu:
' h ind !.'i \ a, i hannel 2, Di nv< i
a crack at < >iu- of the first availabilities.
• Begin beating the drums earh
where show publicity's concerned. This
maxim works into the problem of pav-
ing the ua\ for good availabilities.
Right now is the time for formulating
plans for the publicity and promotion
campaign that \ ou'U use for \our show .
And don't forget that tliis max be an
added wedge into prime network time.
The time salesmen realize that \our
projected publicity campaign can mean
the difference between a slow or a fast
start for the -how. Beyond insuring a
high-gear start for the program you've
bought, it can also be a constant differ-
ence of a few rating points a- you go
along. Show an awareness of exploita-
tion possibilities from the earliest in-
quiries about network timehuying that
you make, and you'll inspire confidence
in the network. Publicitj alone caul
make a success out of a flop, but it
can build a hit faster.
8. How you upgrade spot sched-
ules: \genc\ timebmers can't ever
afford to relax on this score. The time
tc begin improving a client's schedule
is from the moment the original sched-
ule is set. This process of improve-
ment involves several basic and con-
tinuous steps: Maintaining good sta-
tion relations, keeping in touch with
the reps, continuous shopping for al-
ternate schedules.
Media men and radio-tv executives
both realize that class "A" schedule-
aren't bought, they're built. Part of
the job for the agencyman contracting
for a fall schedule, therefore, is to sell
Stations On bettering his availabilities
and to apprise the client of the effort
he's making in his behalf.
\< luallv opening new and tight
markets to a client's network show and
improving spot schedules often re-
quires the same approach. In the
former case, the agencyman is fighting
prime network affiliation quite often,
and his major -ale- point i- the ratings
the show's hitting in other and com-
parable markets.
Where announcement schedules are
concei tied, the timebuj ei - biggest
weapon i- the size and steadiness of
the campaign. Obviouslj a station will
make its choice time more readil)
iv ailable to the long-tei m. hea^ j ad-
vertiser ill. in a sporadic, light new-
comer.
Bui knowing of availabilities ahead
of the competition doesn't cease to he
SI'oXsoK
'A SEPTEMBER 1956
a good bargaining point. And on 1 1 1 i —
score, the advertiser is in the hands of
the restless and ambitious timebuyer
who lets rep and station know that he
doesn't forget a campaign once it's on
the air.
"That's the time when calculating
takes second place and negotiation be-
gins." one J\\ T media man said. "' \ 1 1 > I
there are several \\a\s to sla\ iniormed
on how well your client's doing com-
pared to the ideal schedule he might
have. For one thing. I try to keep
abreast ol other accounts within our
shop, particularl) those in the same
market. You'd he surprised at the
number of openings I've been able to
scout out this way. After all. it's given
me a chance to know cancellations be-
fore the rep or station could. Vnother
wedge into prime time is keeping rep
and station informed of the sales re-
sults we're getting from existing sched-
ules. After all. good sales mean a re-
peat contract to the station and rep.
He's as interested in giving \ou the
most effective schedule as you are in
getting it."
Vnother tip to timebuyers that those
interviewed by SPONSOR like to pass
along is "keeping tabs on network
show ratings." Once the first rating
period is over, the timebuyer begins to
become aware of the soundness of his
original choice of adjacencies. Its the
time of maneuvering and negotiating.
It isn't enough to aim for 7:30-10:30
p.m., for example, where prime cl
"A" time is concerned. After ,
there's a considerable difTerence be-
tween following a show pulling a 15.0
and one that hits the top 10 right off
the bat. Therefore, the good timebuyer
needs to begin second-guessing the
relative strength of network program-
ing in relation to his spot schedule
right now. so that his requests for im-
provement will come to the station or
np before those of his client's com-
petitors.
9. You have to launch a January
spot campaign: Now is the time to
work on it. Don't forget that January-
network lineups are less subject to
change than fall lineups. You can
plan ahead with more confidence for
a January campaign than one to start
in fall. On individual stations, the
programing blocks will change less in
midwinter than they're likelv to change
before fall, and bv the first rating
period, a timebuyer will have at least
ass
all.
SPONSOR
3 SEPTEMBKR 1956
" in the
-».. .«"•;
AND
°*T8e
KOTV WINS TULSA
by AVALANCHE!
THE
COUNT
ARB BALLOT JUNE
MOST POPULAR QUARTER HOURS from Sign On lo Sign Oil
XK ° T v ■^^^^■■■■■■^■■i 74.9%
□ Condidote B ( ~)17?%
Cand.date C I I 7.9%
MOST POPULAR QUARTER HOURS in Prime Evening Time
jfcgKOT VMM—— —^67.2%
H Candidate Bf 113.3%
□ Candidate CI 119 5%
50 MOST POPULAR ONCE WEEKLY SHOWS
)(kotvi
n Candidate B £
135
Dm
1 Candidate C |
PULSE BALLOT
MOST POPULAR QUARTER HOURS Irom Sign On lo Sign Oil
&
KOTV
183.8%
Candidate B I 111 2°
□ Candidate C □ 5.0%
MOST POPULAR QUARTER HOURS in Prime Evening Time
K
KOTV
"□ Candidate B [ 111.2%
□ Candidate CQ2.4%
50 MOST POPULAR ONCE WEEKLY SHOWS
Xkotvh
n Candidote B CZ
' endidate CO 1
186.4%
142
J7
After more than six years in office and
almost two years of competing against
two maximum-power candidates VtOvI
wins unprecedented sweep at General
Election! John Q. Televiewer (represent-
ed at the June polls by Pulse and ARB
gives overwhelming proof that IWH^J
Channel 6, is eastern Oklahoma's FIRST
and COMPLETELY DOMINANT TV
station!!!
TULSA
Represented by Edward Petry & Co., Inc.
85
some indication as to what changes
are likely.
Here are several steps client and
agenc) can take right now to smooth
the waj toward a successful winter spot
campaign :
• Finalize campaign plans now.
Lei the agenc\ work up estimates based
on the proposed market list, and there
provide a suitable budget as last as
possible so that requests for availabili-
ties can l'ii out.
It helps the buyer if lie can alert
reps and stations well in advance of
iinal plans. And if given leeway to
pick up particularly choice availabili-
ties a few weeks ahead of scheduled
start, he is more likely to get an effec-
tive schedule.
• Don't be too rigid about the start-
ing date. By insisting that a campaign
start the same <la\ in each of mam
markets, the client may be forced to
sacrifice valuable rating points. On
the other hand, if the agenc) is given
a budget allowance somewhat in ad-
vance, the timebuyer may be able to
grab good openings as the\ occur in
OUR OPPOSITION
tea you
^ " BUT. . .
o^
THE FIRST f
ana ARB WILL J
The June 1-7 ARB "Special Survey" of the TWENTY-
SEVEN CENTRAL KANSAS (WICHITA) AREA showed
KTVH not just DOMINANT, but OVERPOWERING!
Of the TOP FIVE shows. ..KTVH had fIVE!
Of the TOP TEN shows . . . KTVH had NINE !
Of the TOP FIFTEEN shows... KTVH had THIRTEEN!
Of the TOP TWENTY shows... KTVH had SEVENTEEN!
Of the TOP TWENTY-FIVE shows... KTVH had TWENTY!
Your H-R man has all the details. ..why not call him
TODAY! And while you're talking to him, ask him
about KTVH's new 1-2 PUNCH! That's what
we call our new DUAL STUDIOS. ..complete
studios in WICHITA as well as HUTCHINSON!
Check with your H-R Man TODAY !
CBS BASIC
KTVH
*ansaV
Channel
12
MAIN OFFICES AND STUDIOS IN HUTCHINSON, COMPLETE DUAL
STUDIOS IN WICHITA. HOWARD O. PETERSON, Genera/ Manager.
the few weeks preceding the actual full
campaign.
• If the plan i- to use film commer-
< ials rather than live participations, get
the films produced early. Nobodj
wants to miss out on a hard-to-get time
slot because film production was plan-
ned in the last minute.
H\ late August. \ou — the sponsor —
have had some exposure to the fall
trends in film commercials, "i ou've
had a chance to see what tack other
sponsors, and your competitors in par-
ticular, are doing on the air this sea-
son. By starting in January, \ou're
working in less of a vacuum than the
client planning on a September debut.
Be sure to watch the trends in com-
mercials techniques and approaches so
that thej can guide your effort.
• Don't overlook the advantages of
an early start in buying radio. The
-pring season and approaches to fall
radio buying have revealed new ap-
proaches that must be understood in
order to capitalize on a spot radio
effort to the fullest. Among trends to
be aware of for the fall are the follow-
ing:
Advertisers are buying a greater
spread than in pre\ ions season. Un-
less you're appealing to a male-only
audience, don't insist on early-morn-
ing only. By buying a greater varieh
of times throughout the day, you'll get
more individual attention for our com-
mercial than you would in some mar-
kets b\ wedging it in tight throughout
the oversold 8:00-9:00 a.m. period.
Clients are using radio for more pur-
poses than in previous seasons. If
you've started a network l\ slum for
fall. \ou might consider spot radio in
winter for several reasons: low-cost
(oxciagc of markets not reached b\
l\ : frequency impact in vour prime t\
markets: I ster and reminder ol your
costlier t\ effort.
Don't neglect your radio selling.
The mo-t effective use is made of this
medium b\ advertisers who know how
to translate their over-al] sales theme
into interesting, individual radio mes-
sages. Client or agenc) can shop right
now for good radio sales approaches.
A good musical score, for example, can
make the difference between a memor-
able and a run-of-the-mill commercial.
^ our competitors are leaning more and
more heavil) <>n good production
values in their radio commercials.
Don'l nail for the last minute to do
the same for vour Januar) campaign.
86
SI'ONSOH
3 SI PTEMBER 1950
10. Shopping for syndicated show
and time: These two jobs are almost
inseparable and yet they're the hardest
to reconcile and combine. However,
it's good to remember right now that
the strength of your property will dic-
tate to a large degree the kind of time
stations will make available to you.
The better the show \ on re buying and
die more reputable the syndicator, the
greater your chance of placing il well.
This is the best time to start shop-
ping for both show and time availabili-
ties. The important first step is a list
of the markets \ou intend to go into.
Then the agenc) can alert the syndica-
tor and station reps both about your
intentions and the chances of your
knowing about properties and time
slots well in advance of your chosen
starting time are that much increased.
Major syndicators can be verv help-
ful in keeping you abreast of cancella-
tions and expiration dates as soon as
the) occur. Try to maintain a flexi-
bility about your budget and starting
time so that you can take advantage
of such openings when they occur.
During the first few weeks of fall,
you have an opportunity to gauge the
relative popularity of the properties on
the market. Don't restrict your re-
search to the markets you want to buy.
\\ bile there's no guarantee of sales
effectiveness, your choice will be better
based if you've got research on pro-
gram types, and records in compara-
ble markets to back up your decision.
Begin to plan your promotion, pub-
licit) and merchandising as soon as
you've picked a show. And in work-
ing out the contract with the syndica-
tor, be sure you spell out the amount
of support he'll provide. The advance
publicity and promotion spade work
you do can make the difference of
several weeks' work in building an
audience.
With a syndicated show even more
than a network show the support of
the trade and of the client's own sales
force is vital. Client, agency and syn-
dicator can cooperate from the start on
mailings to the trade, well in advance
of the debut. In certain major com-
petitive markets it might be a worth-
while investment to arrange an ad-
vance screening of one or more epi-
sodes for the trade and sales force.
(For analysis of one advertiser's pre-
campaign show build-up, see How to
start a film show in hiiih, SPONSOR 30
April 1956. • • •
TV COMMERCIALS
i Continued from page 39 1
synchronize the image with the record-
ing, (The beep is inaudible t" tbo-e
watching the presentation.!
Film: In some cases the agency maj
feel that the particular commercial
the) have worked out for the client
depends so much on motion that the
only satisfactory way to present it is
through the actual production of a
film. This is admittedh expensi\e but
if it means saving time and aggrava-
tion ii can certainlj be v\«-ll worth it.
Rough versions ol live-action film
( onuncn ial> haw been -but for as lit-
tle as $207 (see sponsor 29 Novem-
ber 195 1 1 but this means reall) work-
ing on the leanest of shoestring bud
gets. I he $207 figure applied to a par-
ticular commercial using one actn --
[oi an aftei noon ; the sei \ ices of a
film laboratory, and a cameraman and
rented studio. The film produced was
of the simplest kind without am opti-
i al-. \n\one planning to do a film
should use the figure as only a gen-
eral guide tu approximate the cost.
^g| nMilMJmtuM with that
LOUISVILLE'S
WAVE-TV
CHANNEL 3
FIRST IN KENTUCKY
Affiliated with NBC
|nik:| spot svi.es
Exclusive National RcprcttoDMivat
KENTUCKY FLAIR!
Never mind the girls — the important view is
this "bottom" of Kentucky Lake — the world's
largest man-made lake, and Kentucky's newest,
most glamorous playground!
In a State that's known for showmanship. ken
tuckians look to WAVE-TV for the best in
television showmanship. Here's the prool
PROGRAMMING: Two 1956 Surveys* show that
WAVE-TV gets audience preferenci
coverage: WAVE-TV has 66% greater coverage
than the second Louisville station be-
cause of its low Channel 3, full powei
and greater tower height (91 V above
sea level) ! 2,437,000 people are served
by WAVE-TV in 70 mid-Kentucky
and Southern Indiana counties!
EXPERIENCE: WAVE-TN was first on the air in
Kentucky, in 1948. Its experienced
crews have the know-how to help your
programs and your commercials sell !
Let NBC Spot Saks give you all the facts!
^Metropolitan AKli. March. 1956
*ARB Louisville, Feb., 1956
SPONSOR
3 SEPTEMBER 1956
87
( losed circuit: Another wax ol
senting a commercial so that it will
closel) represent (he finished job is
to utilize a closed-circuit l\ set-up with
the actors performing in one room
and the clienl viewing in another.
Kinescope: II' the closed-circuil is
available, the agencj ma) wish to
(in- step further and make a kine of
the commercial. Obvious advantages
include the ease "I' being able to show
i< as main times a- needed withoul
having to paj tin1 actors and techni-
cians f<>r reuse.
YituialK ludoic the storyboard is
ever started, agencj and clienl decide
prett) much what the final t\ commer-
cial will have to saj and just about
how it will he said. Says one agenc)
\.]i.. "The client owes it to himself to
learn something about film production.
\n\ client who doesn't know the tech-
nicalities of film production at least
to the point of understanding terms re-
ferring to the different forms ol opti-
. al- is kidding himself. ' "On an even
broader plan.'' says Lennen \ Newell's
v.p. in charge of commercial produc-
tion, Tonj Tan. "the basic problem
is for the clienl I" understand the mo-
tion medium as differentiated From the
space medium. \ man drinking a
martini as he -it- on a white horse
looks fine in the pages of the Vew
) orker but if it was transferred to a
h screen it would look prett) ludi-
i i ous. Uways think ol the commer-
i ial in term- oi motion."
\t another agencj selling a story-
rd hinge- on selling the idea that's
the essem e ol the commercial.
\\ hen it comes to de< iding on the
kind ol storyboard or presentation to
be given, the advice from ever) corner
i- that it is a mistake to ti\ to stand-
ardize presentations. Each presenta-
tion should fit the product and the
commercial to be demonstrated.
Second K. pick a presentation that
takes into consideration the size of
the group that is going to see it.
\ third reminder comes from a tv
production head." Don't forget the fel-
low who is going to have to do the
presenting. There are people whose
personalities are ideall) suited to han-
dling presentations. They know how
to speak before a group, can express
visual concepts verbally and can com-
municate their own enthusiasm con-
vincingly to others. With these kinds
of presenter-, half actor, half singer,
half musician and all salesman, the
storyboard almost take- a back seal
and be omes merel) an outline for
him to follow. If the person who is
going to do the presenting lack- these
qualitie- they'd hetter be made up
for by a fairl) precise presentation."
"In an) evenl it - advisable to make
sure that the presenter know- thor-
oughly his commercial and the re-
search behind it." Perhaps the first
time round this would mean that the
copywi itei should handle the chore.
\nother choice for the job might be
the <-o tercial supervisor who would
know ever) nook and cranin of the
commercial's development."
One account executive felt that, "The
essential problem is again one of mak-
ing sure the client know- what- going
on. \n\ method, excluding that of
bypassing the storyboard stage and
producing a finished commercial, must
involve a certain amount of explana-
tion. The more mechanical the presen-
tation the less chance the fellow giving
it has to displa) his own excitement
and perhaps dwell on particular
points."
Through experience sponsors who've
been in television for a number of
a 3 Billion Dollar
Retail Sales Market With . . .
Qjv% OF ALL HOMES USING
UHF in America's most
natural and largest ULTRA
HIGH Frequency Market
4600 Ft. above sea level
175,000 TV Homes
KJE0 TV channel 47 BLANKETS
The Entire Market Area
O'NEILL BROADCASTING COMPANY)
P.O. BOX 170 8 Represented Nationally by the Branham Co. FRESNO, CALIF,
years have become accustomed to the
business of story boards. The) are
well aware of what to expect from
llicir sales message when its read\ for
|\. Others who are capable of think-
ing in terms of pictures are also able
to grasp what the outcome of the
-loivboard will be. For those clients
who are not used to working with tv
and are unaccustomed to thinking pic-
torially, there are certain danger spots
that can be anticipated in advance of
the presentation.
"I didn't think il would look like
that" is the worst complaint he can
imagine hearing from a client, says
Sana tv-film producer Rex Cox. I'm
quite an advocate of rough sketches.
There's a danger in the client taking
the storyboard too literally.*' Of prime
importance to the producer is the
audio and the staging of the commer-
cial. Too much detail in a storyboard
tends to distract the client from the
commercial's main purpose which is,
after all. to put across in a relatively
limited amount of lime a convincing
sales point. "It's an old rule," adds
Cox, "but don't put too much in too
little time. Don't lr\ to put all you
ha\e to say in one commercial. At-
tend to one thought at a time."
Cox compares the holding quality
of a tv commercial to that of a maga-
zine ad. In both cases the prob-
lem is to catch the eye and stop the
reader or viewer from going on.
\\ Idle the pages of a magazine are
easier to pass over than the movement
of a tv screen is to turn away from, it
is still important that the first images
of the t\ ad. as well as all the others,
be thought of as real attention getters.
Because the sketchiness of storyboard
art ma\ seem weak to the client, pre-
pare in advance to give a convincing
description of how it will look on film.
Opticals are the most difficult part
of commercials to represent on a story-
hoard. If the client understands the
vocabular) of t\. it will help immea-
surably in presenting the commercial.
II he does not, then there are at
least two possibilities. The first is
to In to describe in carefully chosen
words each optical process used.
The trouble with this is that you're
apt to leave the listener more con-
fused than when you started. In such
cases Stew Minion, h director of
Foote Cone & Belding. suggests goin^
into the film files and digging out a
commercial that used the same or a
similar optical process. According to
Minton. "If the commercial we're
Put your money where the people are
There's no market for acorns in WWJ's densely-
populated coverage area. But the demand for gum,
gasoline, and groceries is simply tremendous.
So aim your camera at the squirrels, your radio
commercials at the people. Use WWJ, famed for
complete news coverage, sparkling personalities
and programming that holds listeners, moves
merchandise.
Seventy per cent of Michigan's
population commanding 15 per
cent of the state's buying income
is within WWJ's daytime pri-
mary area. In the Detroit area
alone, over 3l/2 million people
drive nearly lx/i million cars and
spend over $5 billion annually
for retail goods.
WWJ
AM and FM
RADIO
WORLD'S FIRST RADIO STATION
Owned and operated by The Detroit News
NBC Affiliate
National Representatives: Peters, Griffin, Woodward, Inc.
SPONSOR
3 SEPTEMBER 1956
89
planning has a film process or optical
that hasn't been used for the client
before, we'll go to the expense of hav-
ing a series of stills made from the
film ami incorporating them in the
storyboard. This ma) be something
as elusive and yet as fundamental as
a smile of approval. To -how such a
reaction, which can be the crux ol a
commercial, we ma) photograph four
..I h\ e seconds in a film.'
In attempting to show a special ef-
fect clearly, it is not unlikel) that you
will create another problem as a re-
sult of good intentions. Imagine that
pari of a planned commercial will fea-
ture a sandwich turning into a beer
bottle. On the t\ receiver the remark-
able transformation will happen in the
twinkling ol an eye followed b\ a con-
siderabl) longer message from the an-
nouncer. On the storyboard, however,
-i\ oi eight frames will have to be
devoted to the animation while the an-
nouncer'- part will need only one or
two. Chances are the client is going
to think that his message is getting
the brush-off if he isn't told of the time
allowed each portion.
The most ticklish part of the com-
■foe b»*e Sl0TV
0i City ?eop\e
\n Kansas!
k8 market a" Ung busy
*hot >OU. tined heavily »»
Topeka has gam ^60Q0 nQyi
population • • • utropolitan
£ thC JriS best in con-
Bumer .P«** » accCpted *uf
tool And «'£ 8 year9 has
»v of the VabX p au-
y \ WREN on
placed ^n
aience.wise.ToPe^^
ern Kansas i. • g . . .
IT AN area *ortn ^s
-mUCh We to. *h> n0<
nation can hop r
. all the taci Au.
B<*1 «■ Pearson roan.
John E- Femarkel«i«e, and
AIM*
Cef /4I! The
Fact* From Your
John E. Peanon Man
ut:v
ci*
ItiC !
>COC*H^£A
1000 WATTS ■ TOPEKA, KANSAS
mercial presentation i- getting the cli-
ent to accept the idea that while the
I oard i- the graphic script for the film
to be produced it is not to be taken
too literally. To convince the client
that the film isn't merely the story-
board in motion, the client must un-
derstand the role of the film producer.
Furthermore he must understand that
once he has approved the substance of
his commercial the producer will.
given the proper amount of freedom,
produce the be-t commercial possible.
"Don't promise the client a story-
board that is not producable," is the
advice of I'hil Frank of George Blake
Enterprises.
The bigger agencies have film ex-
perts who can iron out bugs in the
storyboard before they go to the pro-
ducer. The) know before the) go to
the client that if they want to turn a
sandwich into a beer bottle it can be
done. But the mysteries of what can
and cannot be done on film can be
solved for the agenc) without a staff
film experts b\ asking a film producer
to go over the storyboard for possible
••nags. Says an agen<\ v. p., "We al-
ways work with the producers before
we see the client."
Besides checking over a stor\ board
for production feasibility, the produc-
er ma) offer a fresh opinion on the
approach taken in the commercial.
\gain Hex Cox advises that "occa-
sionall) an animated spot should have
been done in live action and \ ice versa.
If animation doesn t add to a com-
mercial- effectiveness, don't go to the
extra expense involved. . . . We wel-
< oine the chance to work on a prelim-
inary script before it's shown to the
client. In an\ case the sooner the
producer gets in on it the better."
Agenc) opinion varies on the prac-
tical necessit) of having the client on
the set when the commercial has
reached the -hooting stage. Some
agencies feel that it helps to have the
< lient on tap in case unforseen prob-
lems arise which <ml\ he can answer.
\ciual production problems ought to
be llitiughl of and solved in advance.
Production time is expensive and
quite a bit of mone) can be saved b\
a well thought out and complete shoot-
ing script.
Psychologicall) -peaking, just about
everyone agrees thai to have the cli-
ent on the shooting set is a good wax
of demon-haling ju-l how his cash is
being spent. Of course, anything that
90
SI'ONSOH
A SEPTEMBER 1956
adds tu the client s understanding <if
how storyboards become t\ films is
useful in smoothing out future storv-
board meetings. "The main problem,"
says an agencj man. "is one of com-
munications. We're specialists in a
field unfamiliar to the client. The
sooner the client can grasp the in-
tricacies ol commercial production, the
better it will be all around. We*ll all
be able to accomplish much more and
Bpend more time creating rather than
explaining."
\\ lien using conventional live actors
and real life settings, it is not too
much of a problem for the storyboard
drawings to set a mood. But cartoon
characters such as those created by
I I" \ and Storj hoard. Inc.. are l>\
their imaginative nature subject to all
kinds of unexpected reactions from cli-
ents. Nat Eisenberg of Emil Mogul
told sponsor that, "Although no rules
can be set up in advance to determine
what kind of cartoon characters will
meet with acceptance and what kind
won't it might be a good idea for the
agen<\ trying out a cartoon idea to be
prepared with more than one character
for the client to select from. Before
the storyboard is even drawn it might
make sense to 'audition* different
characters."
Eisenberg tells how hand puppets
were auditioned for a Manischeu it/
commercial. When the client accepted
the general idea, puppeteer Paul Ash-
ley developed original sketches and
then new ela\ puppets which were au-
ditioned and remoulded on the spot as
the clients made suggestions for re-
visions. It was actually six weeks be-
fore the storyboard was even begun.
Although the situations covered here
consistent]) refer to what goes into the
preparation of filmed storyboards. the
same points apply to storyboards that
are made for commercials to be tele-
cast live.
Inasmuch as it has been pointed out
that inflexible rules are not the stuff
successful presentations are made of. it
is perhaps suitable that this survey
should end with an outline of the sys-
tem one agency, McCann Erickson, has
developed for choosing the right kind
of presentation for each commercial.
As described by creative group head
Pete Bowles, his agency uses three
kinds of storyboards. the first is a
series of pictures each about 5x0
inches with some twenty frames to a
board.
The second size Bowles claims was
pioneered at McCann. It i> a board
about twentv inches deep In fourteen
wide with a vertical row of pictures
down the center. Video directions are
on the righl and audio are on the left.
The virtues of these boards, which are
especiallv made for McCann, is that
the) can he easil) photostated down to
a convenient 8 x 10 si/e. These are
then placed in loose-leaf notebooks
and filed awav where thev can be re-
ferred to.
\\ hile the second method can be
used for groups of four or five peo-
ple it is still not big enough for large
meetings. For these o< • asions M< •
Cann uses a jumbo size storyboard
about 30 \ 36. I ndei n< ath each
frame is lour inches ol caption si
for audio ami \ ideo cop) . I his last
i- somew hat unw ieldl) and can cost
up to $ In a frame but it is often un-
dertaken for a new client. I suall) the
jumbo presentation is presented with
a musical accompaniment using an or-
chestra, actors and singers, lie au-e
of the expense involved in the record-
ing session it's done with the greatest
of care and is used as the sound track
in the finished t\ commercial. * * *
WGN-TV
Number 2 Station in Chicago!!
Yes, on WGN-TV you have network size audiences — and you buy them at
the lowest published rates in Chicago television. The latest Nielsen for July
shows WGN-TV a strong second!
Share of Audience*
July, 1956
6:00 A.M. — Midnight
Sunday thru Saturday
Network Station B
WGNTV
Network Station C
Network Station D
29.4%
25.4
25.2
20.8
Top audiences at low cost — with no network preemption problems.
Now is the time to select prime periods for fall. National advertisers already
set with new programs on WGN-TV include Hamm's Beer, Kelloggs, Mars
Candy, 7-Up and Miller's Beer. (Several others have renewed)
*NSI Area — Adjusted
WGN-TV
Chicago Q
Chicago Office — 441 N. Michigan Ave., Chicago 1 1
Eastern Advertising Solicitation Office 220 E. 42nd St., New York, 17
West Coast Only — Edward Petry & Company, Inc.
SPONSOR
3 SEPTEMBER 1956
91
INVESTOR MAGAZINE
linnet! from page 3 . '
the Dealers' Digest Publishing I o.
working on a varietj "I
publishing projects. \ ng them: a
dailj corporate letter which costs $960
<i year, "and we have a waiting list ;
the weekl) Investment Dealers' Digest
and the monthlj Investor.
In his radio advertising, Trig
takes the tack "If you want a quick
buck, don't bu) Investor. But if you
want your mone> to work for you,
without an) hurry-scurrj speculation,
then subscribe." He gives sound ad-
\ ice from financial experts, eliminating
all get-rich-quick idea-.
The financial advice is an effective
come-on for a trial subscription. Trig-
ger's usual radio Inning pattern is
five 15-minute shows weekly, scattered
among all seven days and at various
hums of the da\ . < hi \\ QXR, he bu\ -
segments of classical or "good" music
shows throughout the daytime hours.
I he ad pattern is roughlj the same
for all 12 stations in the fall lineup.
Bekold TV efiiciencv)
PLANNED 170 YEARS AGO
->.- •..
ffc^SKj*
Citera
S* CAROLINA **
c ** i
Statekurqh
I
Iii 1786-
Columbia s birth was
deliberately pre-planiied
^ufust<^
at South Carolina s center
i
- lor easiest, permanent
accessibilitu to all South Carolinians.
r
v
fit'
ap circa
1793
JtP' M
Iii 1956 -this 170 vjear old plan
is of tremendous value to every
TV timebuuer - who now reaches more ol South Carolina
Irom its geographic center through WIS-TV,
Columbia's one wide coverage station.
This Centered Carolina Coverage
{its natural distribution exactlq
Centered Carolina Coverage is WIS-TV's exclusively!
CHANNEL 10
COLUMBIA, SOUTH CAROLINA
Peters. Griffin,
Woodward. ■«.
Exft/tttll N.iliotitil Rrpifirtit.itti/
President, G. Richard Shafto
Managing Director, Charles A Batson
\ quarter-hour show allows three
minutes of commercial time, with the
opening and (losing mentions delivered
live b\ a local station announcer. The
middle commercial, however, is tran-
scrihed In Trigger in advance. It's in
this part of the program that he gives
his financial commentaries, and sug-
gests a three-month trial subscription
for onh si.
He picked up a sense of pacing a
long time ago and he applies it to his
radio announcements. Ever) four or
five weeks he transcribes three new
two-minute announcements, and then
rotates them for variety. He's known
the value of pace and timing since
post-college days when he toured the
country as a combo man, the likes of
which the Chatauqua circuit never saw.
During the day, he visited business*
men and sold them golf halls, traveling
as a respected sales agent for a well
established manufacturer. In the eve-
ning hours, he worked as a piano pla\-
ti who doubled as m.c for a pair of
Siamese Twins. The twins — and Trig-
ger- chugged through almost e\er\
railway station in the countr) on their
g] and tour.
He knows the imparl of people i:i\-
ing something for nothing, too. Main
ol the radio pitches for subscriptions
include offer of a free premium, the
i ii i rent one being a Standard & Poor
reference book. ""Sweetening the pot
immediately steps up returns." -ax-
Trigger. The percentage of Investor
renewals remains about the same, how-
ever, "with or without a premium."
He cites the returns pulled by \\ 0\H
a- representative of the other stations
(allied. WO\K was the first station
in the advertising program, and it- suc-
cessful selling pattern has been used in
other cities. Investor spends about
$8,000 annuall) on the station.
In the average week. WO\ll pulls
100 requests— 100 $1 bills for a
three-month trial subscription to In-
i cstor. In a \ eai s i ime, ihi- means
some 5,200 inquiries and S3. 200.
Trigger figures a conversion rate of
20' I mi the three-month offers. Trans-
lated into year-long totals, this gives
Investor a total of 1,040 new annual
subscriptions. \i $6 a year Eor a sub-
scription, the total new circulation rev-
enue would be $6,2 10.
He's also figured conversions and
total gains from a six-month trial offer,
wbii h costs the radio listener $2. The
< onversion factor in this case i- U>' . .
02
SPONSOR
3 si PI I MBER 10.)0
d-nihle that of the shorter trial offer.
"but the number of dollar bills i> such
that the arithmetic work- out in favor
of the three-month trial. In the long
run, the short run comes out ahead.
That's v\hv we >ln--- the three-month
offer."
The 100-per-week average i^oes as
high as 201 and as low as .">.'> in these
figures showing weeklv inquiries from
\i w York area listeners.
In the first week of Januar\ L954,
just after Investor used its first five-a-
week radio schedule, the \\(t)\K an-
nouni ■ements pulled 183 returns. In
mid-May, the weeklv average was 76.
The following year, weekl) average for
mid-Ma) was .">!>. for mid-March. ().'i.
for the first week in February. 201.
This year, tabs for the first week of
the month show the following: leb-
»*In terms of sheer size and growth,
radio is like no other medium, no oilier
industry. Since commercial television
became a reality, radio has almost
tripled in size. Last year, set sales hit
a Beven-year peak of more than I t mil-
lion, and sales this year are even great-
er. ... I don't feel that I'm an author-
It) on local station or newspaper or
transit advertising. Hut I ran tell von
that on a national basis, the advertiser
will find fulfillment ... to a greater
degree in radio than in any other me-
dium. The combination of affordable
frequency, audience accumulation and
cost efficiency i> virtually a definition
of radio."
JOHN KAROL
y.p. in Charge of Network Sales
CBS Radio
ruary, 100; March. 07: April. 134;
Ma) 119; June. 120. When the sum-
mer schedule was reduced to three
quarter-hours weekly from fi\e. the
Julv inquir) rate dropped to 53.
Three vears ago, before the first ra-
dio schedule was used in New York
('its. the total circulation of Investor
was 5,000. A year later, it reached
Id 000. And today it's at the 20,000
level.
"At least half of this." sa\s Trigger.
"is directly traceable to radio adver-
tising." The other half, he figures,
was gained from the company's con-
tinuing direct mail and circulation pro-
motion campaign and from its financial
paper ad schedules.
llappv about the 20' < conversion
from radio, which he considers high.
[rigger terms the "final test of our
advertising the conversion rather than
the number of dollars sent in."
About 75' { of the dollars are sent in
bv businessmen, the other 25', bv
PtiGoing Our Way!
Abner A. Wolf, President, Abner A. Wolf, Inc., the Nations Largest
Food Distributors, and J. E. Campeau, President CKLW-TV Detroit,
sign a 750 hour, 52 week contract to promote over CKLW-TV,
national brands sold in all AW Independent Markets in this region.
PROOF again of the confidence men closest to this market have in
the SELL APPEAL of this powerful 325,000 watt station. Why not
find out what CKLW-TV or CKLW Radio can do for you?
•Show title featuring full-length
Hollywood movies every Friday
afternoon at I p.m.
FOR RESULTS IN THE DETROIT AREA, IT'S
CKLW-TV
Channel 9
CKLW
800 KC
GUARDIAN BLDG. • DETROIT 26, MICH.
ADAM YOUNG, INC. National Htprtfntativ
ONE
will get you...
FIV
There is nothing "chicken" about the way
WTAR-TV dominates its market. Buy
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4 WARWICK
I lHAMPTON
NEWPORT NEWS
IN FOOD SALES, for example, Th.
of the Census (Preliminary Report! shows
that WTAR-TV's total coverage area had
total Food Sales of over $161,628,000. And
here are food sales by cities:
NORFOIK $96,031,000
HAMPTON $ 1 6,4 1 9,000
PORTSMOUTH $23,344,000
WARWICK $ 9,717,000
NEWPORT NEWS $16,117,000
CHANNEL
3
NORFOLK.VA.
Represented by Edward Petry & Co., Inc.
SPONSOR
3 SEPTEMBER \{)r)()
93
women. Trigger, for reasons which
he still can't fathom, seems to reach
just as many men via radio at "
a.m. on a Wednesdaj as at 9:30 a.m.
el a Saturday. "I don't know what
the) 're doing home then, on a weekday .
Oi maybe they're listening in cars. We
-till don't know where the) listen, but
ne know for a fact that the) do!"
\ll of Investor's programing is
scheduled during daytime hours, usual-
Is between 9 and 10 in the morning or
around the noon hour. The days of
the week are continual!) shuffled, how-
ever, to reach the turnover audience
which tune- on different days.
Current radio schedules are main-
tained 52 weeks a year, with a drop-
off during the summer months.
This is the first summer Investor has
stayed on the air, as the plan heretofore
has been to drop off after Decoration
Day and resume after Labor Daw Re-
porting on summer returns in New
York, Trigger notes "a slight fall-off,
hut nothing like what I expected. In-
quiries dropped off about 25%, but
we cut our radio advertising Id'.
In the fall, the new stations will start
with 13-week contracts. These will lie
renewed if radio in these new cities
AT ANV TIME OF DAY
CHANNEL lO GETS THE
BIGGEST ROCH
AUDIENCES!
mORMflGS.
.4%
fa*
AVERAGE WEEKLY SHARE OF AUDIENCE \
LATEST AVAILABLE TELEPULSE FOR ROCHESTER (MAR. 1956)
AfTERnoons
£?
}%
54.6%
a
EVEnincs
AVERAGE WEEKLY SHARE OF AUDIENCE
LATEST AVAILABLE TELEPULSE FOR ROCHESTER iMAR 1956)
52.0%
AVERAGE WEEKLY SHARE OF AUDIENCE
LATEST AVAILABLE TELEPULSE FOR ROCHESTER (MAR, 1956)
WRITE US TODAY FOR
CHOICEST AVAILABILITIES
IN ROCHESTERf
CHA
17 5.000 WAtlt
OMIAIID (HAM riMI IV
WMIC-fV AND WVIT IV
V H F
ROCHESTER, N.Y.
EVERETT-McKINNEY, INC • NATIONAL REPRESENTATIVES • THE BOLUNC CO., INC.
(it livers ihe kind oi results it 1ms shown
in the old ones.
Its fall '56 buying plan covers 12
cities. These three markets and sta-
tions were scheduled in 19.").*) : New
York. WO\l!: Washington. WGMS.
and Philadelphia. WFLN. New cities
this year, for which stations have not
been set. are Chicago. Milwaukee. Los
\ngeles, San Francisco. Miami. St.
Louis. Minneapolis. Cleveland and
Charlotte. Buying i- handled b) the
magazine's agency, Albert Frank-Guen-
ther Law. New York City.
Radio has mam benefits, according
to Trigger.
A direct benefit, of course, is from
the magazine's gain in advertising
linage. As circulation increases with
radio advertising, the value of Investor
to the advertiser and prospective space
inner is increased. \d\ ertising linage.
eI this point, accounts for roughK
30% of an average issue. A more
usual ratio sought b\ magazine pub-
lishers: .").")', editorial. TV, adver-
tising.
There are fringe benefits, too.
"There's a great deal of intangible
value to our radio advertising." says
l\a\ Trigger. "I meet main business-
men in my work, and a lot of financial
people, and many of them tell me
they've heard our shows and m\ com-
mercial. I also make mam appear-
ances as a speaker and as a guesl on
radio and tv show-.
He's particularK interested in the
investment club movement and he an-
swers about 5,000 queries each yeai
asking for information about these
clubs. A plan which he recommends
provides for a group of interested in-
dividuals a women's club, for exam-
ple— to organize an investment club ol
their own. They meet for business
sessions, talk stocks and bonds, get
professional counsel. invest their
money as a group.
All of his advertising strateg) is
geared to the influx of "the little gu\"
into the Wall Sheet financial picture.
The public is "intenselj interested
in knowing more about investment-.
he says. "We just hope we'll be forced
to go into main more radio markets
and into more stations in each oi those
markets-!" (For rundown on how
Other magazines use broadcast media.
see "Life uses ad-lid strateg) <>n spot
radio." SPONSOR 9 March 1953, and
"kiplingcr bins t\ after spot radio
success," SPONSOR 2!'. Jan.. 1952.)
• * *
"I
M'ONSOU
3 SEPTEMBER 1956
NET TV SHOW COSTS
(Continued from page 31)
graining backgrounds. None foresaw
am tiling that miglil he labelled new,
fresh and exciting — unless it be their
own shows. The exception, many
thought, could be CBS' Playhouse 90.
Otherwise, the) expected mereh added
glitter to last season's popular formats.
Happiness may be a guy called Joe.
but for the creative guy a lot more
money for much of the same thing
doesn't spell the new, fresh and excit-
ing— or creative progress. Frequently
sponsor's opinion-tapping encountered
this sort of philosophizing: The net-
works ought to do something about
carrying the experimental ball in tv
programing before the pall of same-
ness starts backing up on them as hap-
pened with their radio in the latter
Ids. Granted, time is tight and verj
costly and you cant' get away from the
rating merry-go-round, but that
doesn't, they add, foreclose the net-
works* obligation to find the place and
means for continuing experimentation.
Ruefully these agency critics — not
to be quoted, of course, ask: "Who's
to do the experimenting, if not the net-
works?" Certainly not the agencies.
\\ ith rare exception they've abdicated
from the field of tv program creation
and look to the networks and indepen-
dent packagers as suppliers.
Incidentally, there are signs of a
renaissance of programing creation
among a few- agencies. Young & Rubi-
cam is pitching a couple of house-
developed packages to clients — no
prospects as yet — and C. H. LaRoche
evolved the format for the incoming
The Most Beautiful Girl in the World
to be sponsored by Revlon.
The independent's dilemma: Why,
it has been asked, aren't the indepen-
dent packagers doing creative pro-
graming? The v.p. in charge of tv-
radio for one of the top five agencies
thinks he's got the key to this conun-
drum. He relates the main obstacle to
the tax laws. To quote him:
"This is the year of the big deal.
Everybody's looking for a corporate
set-up and a way to capital gains. For
the star, the business manager and the
talent agent, the first objective in ne-
gotiating for a program series is a
contract that will assure a capital gains
structure. Everybody, including the
producer and the writers, want a piece
of the show. Well, with all this con-
centration on capital gains, the most
SELLING DRUG PRODUCTS?
Your market is
46 MILLION DOLLARS
in Flint and the Saginaw Valley
Top stars sell top brands over
WNEM-TV. Sponsors know the
power of the Golden Valley's
most significant station.
MICH.__ f I
OHIO ""^V
Michigan's 2nd richest market
Selling toothpaste ... or soap ... or perfume? Whatever
your product, here's a big-spending market . . .
• Annual Retail Sales $1,365,757,000
• Effective Buying Income $1,683,023,000
• Average Income per City Family $6,413.75
It's a market second only to Detroit in Michigan. And the way
to reach it best is with WNEM-TV— the only station completely
covering all 274,067 sets. ARB and PUtSE surveys say so.
Contact Headley-Reed or Michigan Spot Sales
WNEM-TV
STATION
serving Flint, Saginaw, Bay City, Midland
WPON — Ponfioc, Michigan
Radio Sfafions
WABJ — Adrian, Michigan
SPONSOR
3 SEPTEMBER 1956
95
important thing of all is overlooked
llit* star's best vehicle. What happens
when the) finall) get around to thi~
'chore' is that the -ta i is misfitted and
the results are a botch.
iti\c-w ise t\ production is con-
trolled, and this applies particular!)
in Hollywood, b\ businessmen and not
showmen. Vs a result of one of these
capita] gains fandangos, there's a star
with unusual potential who'll probably
find tin- going rough lor her first net-
work series this fall. With 13 shows
alread) in tin1 can, the client now
think- lies got trouble, lies not sun-
whether she's on the right track.
"I hi- l.u-in.-- i- in desperate need
of some new personalities with the
right vehicles and not tax experts."
Othei agenc) people are inclined to
the viewpoint that the networks are
contributing to thi> situation !>\ de-
manding a year's contract. Talent
agents, to quote the tv-radio head of
an agem \ doing 820 million in tele-
vision, are now asking for 39-week
contracts, pla) or pay. Say these
agents: "If an agencj is able to get a
52-week order when it gets control of
a t\ film series, there's no reason why
our star isn't entitled to something
like it." \dds this agencyman:
An $899,481,000
Buying Power Market!
y
MORE AUDIENCE
than any other TV station in the
rich heart of Louisiana
FROM 5:00 P. M. to SIGN OFF
(Monday thru Friday)
WBRZ rated highest in 125 quarter hours out
of 149.
FROM 12 NOON to 3:30 P. M.
(Monday thru Friday)
WBRZ rating Tops All Others Combined!
- from a study by American Research Bureau,
Inc., encompassing 31 counties and parishes
in Louisiana and Mississippi.
WBRZ 2
BATON ROUGE, LOUISIANA
Power: 100,000 watts Tower: 1001 ft.
NBC-ABC
Represented by Hollingbery
"1 here's no certainty that the star or
format will click, but this attitude of
take-it-or-leave-il is hound to st\mie
the development of new things in the
long run."
B "hereforr program costs? Hardh
an) of the admen queried 1>\ SPONSOR
were of the impression that the ceiling
for talent and program prices was in
the near oiling. Some blamed the
mounting costs on the networks. Their
theory: that network control auto-
mata all\ brought with it a new layer
of profit — which the networks strenu-
ously deny. Others voiced the opinion
thai prices for programs will find
their natural level, like am other arti-
cle, when tv"s own law of diminishing
returns sets in: the cost-per-1,000 lis-
teners.
\\ hen \\ ill this natural level he
reached.'' An advertising executive for
a leading drug anil cosmetic manufac-
turer has this answer: '"Program costs
should be acceptable so long as the)
oiler a reasonable < ost-per- 1 .000 view-
ers per commercial minute. We con-
sider $3 or less per 1.000 a good place
to be. The time to complain about tal-
ent prices is when the ratio you sel
gets out of line or begins to go down-
hall. By adding more stations, net-
work advertisers have so far tended to
amortize their program costs. When a
show costs more mone) and reaches
less people, then is the time to either
gel a replacement or put up a yowl
about unreasonable prices."
The big-money (iiiizzcs: The net-
works are teeing off this fall with an
accumulation of I I nighttime qui/
shows whose top prizes range any-
where from $100,00 $250,000. The
extraordinary rating and merchandis-
ing success <»f The $64,000 Question is
the prime reason for the onrush. Bui
lhere"s another highb significant in-
centive. Vmong today's important
spenders there's a hard core of adver-
tisers whose main channels of distribu-
tion are the chains and the five-and-
dime stores. They're hard merchan-
disers. The) feel that for their invest-
ments on l\ lo pa) olT. the name of
iheii product, or pi odu< ts. must be ex-
posed to \ iew for the full\ 30 minutes
of a program. Drama, music and all
other types o| programing, excepting
the quiz format, limits them lo a cal-
culated amount <>l commercial time.
I he price ol the show itself is nol oi
particulai momenl to them: \\ itness
SPONSOR
3 SEPTEMBER 1956
J
the fact that they're paying anywhere
from $23,000 (o $35,000 for these quiz
-In ass. Of course, the major portion
of these chits represent prize money,
hut for this breed of fast-moving mer-
chandiser those are slill Mill | n< m i a m
tariffs.
General notations: I here's apparent-
1\ no letup in the number and per-
centage of adventure drama and situ-
ations comedies. Of the 25 shows mak-
ing their network start under sponsor-
ship this fall, 11 might he described
as putting the dramatic emphasis on
adventure; four of them are situation
comedies.
Tv films continue to take over more
and more of the network schedule.
The ratio for both night and daytime
programs runs 50' '< film. 42' ; live
and {->' < live and film combined. On
the night side the ratio for the fall, as
the network schedules now stand, fig-
ures: 67'; film. 20'; live and l'\
live and film combined.
The agencies' No. 1 gripe against
the networks, as disclosed via spo\-
SOR's program-cost inquiry among tv-
radio department executives: the prac-
tice in the top network echelons of
making a top secret of better-rated pe-
riods or program participations as
they become available. * * *
WHERE ADMEN EAT
{Continued from page 33)
hers of own shop, agency execs gen-
erally stress "sandwich at desk."' This
custom seems to stem from a deep-
seated sense of guilt, furthered in re-
cent years by such deplorable art
forms as The Hucksters and Executive
Suite.
• When discussing lunch with execs
from other shops, admen casually slip
in subtle references to Chambord, Pa-
villon, Chapeau Rouge, which, accord-
ing to prevailing mores, must inimedi-
atel) be followed by self-deprecator\
snort. A technique that is taking hold
among middle-income advertising ex-
ec utives is called "the anti-snob snob
routine." It goes like this:
Adman One: "Where d'va wanna
eat?"
Adman Two: "Let's go to Choc Full
(l Nuts again. . ."
\'lman One and Two: Haw. haw.
Then then meet in the bar at Che-
rio's.
• Admen always greet the maitre d'
h\ name. This is intended to accom-
plish several things: i 1 i It tips oil the
maitre d' to respond with, "How arc
\ou today, Mr. Hawley?" showing
that the adman is sufficiently affluenl
to be a habitue; (2) It encourages the
maitre d' to follow it up with this ad-
monition to the headwaiter, "Francois,
show Mr. Hawley to his usual table."
i Some admen pursue this happv turn
of events by placing themselves in the
waiter's hands when ordering " "^ mi
know what I like, Pierre" — but this
system is not recommended to the nov-
ice or the man with digestive difficul-
ties. The expert who can handle the
line — and the food — does, howi
convej to hi- luncheon guesl that his
mind i- far too bus) with vital busi-
ness consiilciations i" be interrupted
1>\ choice of menu. I
As one KM. account executive told
SPONSORS "When we go out b) our-
selves, we pick the place that's got the
food we like. But when it's with a
client, let's face it. most "I us go where
they call us b\ name.
Among the most talented maitre <Fs
name-know ingwise is Victor, who's at
the door at Louis & Armand's. \ short,
stock, graving man with a British in-
flection coloring his speech. \ i< toi has
\
\
cue^Mice ■■■•■;
We're proud as Roger Williams . . .
crowing like a Rhode Island Red, because
now we are two. And you. you're "right
on cue'' whether it's in Akron. Ohio or
Providence, Rhode Island. You're right with
our music and out news. You're right with
our solid policy of loci programming,
service .md warm interesc in each
community — Tiretown, U. S. A., and rich,
little Rhody's Capitol city.
HiVcue
Wtce
1150 ^- ^
ON YOUR RADIO ""■N
AKRON, OHIO
NATIONAL REP -JOHN E. PEARSON CO.
s
ITIM ELLIOT. PRESIDENTI
1290 ON YOUR RADIO
PROVIDENCE, RHODE ISLAND
NATIONAL REP. -
JOHN E. PEARSON CO.
"Subject to
FCC opprovol
SPONSOR
3 SEPTEMBER 1956
97
manned this post for the past 20 years
■" \t the door," says he, "you have
to make decisions." Vnd his unde-
niable talent is t<» look through his
pince-nez and his customers stature
within the same split second.
"It's no different with admen than
it used to be at the Colon) ." \ ictoi
explains. "There we made sure we
never put recentl) divorced people
next to each other. Here we just keep
( BS and NBC apart."
( Ine proof that Victoi s S) stem
works i- the extensive list of admen
who are Louis \ \rmand habitues.
The list includes sueh CBS toppers as
Jack Van Volkenburg, Huhhell Robin-
son, Ham Onimerle. agencv heads like
Lennen \ New ell- Vdolphe Toigo. and
Br\an Houston, chairman of that
agency s board.
"'The important thing to remember
is to keep men from the same offi< :e
apart when the) come in separately,'
\ ictor sa\s. "After all. if the) wanted
to be together, they'd come in together,
wouldn't they? \nd it would em-
barrass them to ask you to change
their table, so. ...
While Victor personifies much that
*■■* Deft, Daft & Different!
"Lloyd's Unlimited"
3:30 to 6 P.M. • Mondays thru Fridays
The D. J. All Rochester is Talking About
You never know what Bob E. Lloyd is going to say or do—
but you do know that it will be original and amusing.
Rochesterians like him because he makes 'em laugh. Sponsors
like him because he makes 'em money. Contact us for details
about rates and availabilities.
BUY WHERE THEY'RE LISTENING
ROCHESTER'S TOP-RATED STATION
WHEC
jjfct/iejfel
NEW YORK
5,000 WATTS
Rtpftwntttlw: EVERETT-McKINNEY, Inc. New York, Chicago. LEE F. O'CONNELL Co.. Los Angeles, San Francisco
is ideal in a maitre </" I He's perfect in
French and Italian, of course), bis ap-
proach to knowing, sizing up and seat-
ing is by no means the only wax to
appeal to admen. A stud) in contrast
is presented b\ Saimii I two m's,
pleasel of Michael's Tub and Frank at
Divan Parisien.
Samm s manner, for example, shows
considerabl) more range than Victor's
aristocratic equanimity. His treatment
runs the gamut from distant, aloof im-
patience toward those not quite in the
swim to a truK remarkable remem-
brance of customers' recent jaunts to
Furope. promotions, changes of posi-
tion and recent shows. Many a radio-
tv exec lias found that it's easier to
get a show into the top 10. than to
earn Samm's deference.
But then Michael's Pub tends to
have a more off-beat, show business
appeal than Louis & Armand's. The
latter is the place for staid, talking
lunches, with lots of business talk at
the bar. Michael's attracts more wom-
en, has an aura of glamor (Grace
KelK ate there i. and rides the fence
between Business and Art. Badio-h
execs from neighboring agencies, as
well as copy chiefs draw lunchtime in-
spiration there. But for one Guild
Copeland, a Ted Bates v.p. and crea-
tive director. \ou're likeh to find Hi
puss agents crowding the small, wood-
paneled dining room.
frank at the Divan Parisien. com-
bines a \ iennese accent with Metter-
nich diplomacy. "The stories I could
tell."' sa\s he with philosophic wistful-
ness. But Teutonic discretion i Don't
ever call him German, if you've got
your eve on a good table against the
fall I 1 1 oc- prevail.
"Once a customer's dead. 1 could
write a book about him. But not a
word w ill cross m\ lips, w bile he S
ali\ c. ^ on ne\ er know ....
Essentially, it's discretion that makes
the maitre <Fs, restaurant keynoters, a
success or failure among admen.
"You've got to know your customers
business to know whether their check*
will be good." one dapper maitre <l'
tidd si'oxsiiK. "'One thing about ad-
men lhe\'re spenders while the) re
in. but the da) after the) lose a job.
they're broke.
There are, however, several ways the
maitre </' expert in admen's ways and
wile- recognizes his customei - credil
without resorting to a Dunn & Brad-
street. "Ml J on have to do is watch
w ho greets them w hen the) walk up to
98
SPONSOR
3 si-.i' 1 1 MB] i; 1956
L
(he bar and how."" says one master <>l
the art.
1 1 ,ouis & \i "mand's V ictor actuall)
makes small hieroglyphic entries in
his private "\\ ho's Who" next to each
man's name indicating credit statu-,
personal habits and such other infor-
mation that accrues to him in the pro-
cess of his dail) chores.)
One thing, according to a cross-sec-
tion of midtown maitre d's, that sets
admen apart from other businessmen
i> jo\ ality.
"They're standing at the bar, see.
Then a newcomer steps in and thej
slap his back and grin and talk to him
for 10 minutes. Then when they leave
him lu go to their table, the) call me
over and say, 'Who the hell was that
<;u\ we were just talking to?' So, I go
over to another bunch that's been talk-
ing to the new guy and I say, 'Wasn't
that Mr. So-and-so?' And they say,
'No, it's Such-and-such from This-or-
that agency,' and everybody's happy.
Of course, the degree of joviality
changes from place to place, as does
the character of the maitre ./". And
one indisputable fact about admen's
choice of eateries is their fickleness.
Except for such perennial favorite
spots as 21. and Danny's Hideaway,
the onl) other places that seem to hold
on to their share of the advertising
trade \ ear-in. \ ear-out are the dining
i 'M.ms of major hotels like the Ambas-
sador. Park Lane. IMa/a. Waldorf.
Take the sad case of the Stork (Hub.
for instance. "That's corn." one BBDO
radio-tv exec told SPONSOR. The large
doses of publicity emanating from this
erstwhile favorite spot of admen has
I induced a super-snob reaction. W bile
main advertising executives do still
patronize the Cub Room at lunchtime,
they tend to follow up am reference to
this with "\ isiting firemen. you
know."
There's no question but that the
glamor of the Stork Club has given it
B nationwide aura, but admen general-
I) seem to prefer either locales that are
enjoying a sudden popularity, like
Eden Hoc with its giant-sized drinks.
or the established spots like 21, which
18 -till not surrounded b\ as much
hoopla as the Stork (dub umpiestion-
abb is.
\ JW I' timebuyer sums up the
Stork Club this way: "Thai- where a
rep lakes you when he thinks he's gi\ -
ing you a thrill."
I imebuyers, incidentally, rale among
the more blase admen where restau-
ll Evdwville. J]risJ3r<rwth_ Story_ ls_More^Tban_ATall 1 ,;/<-...
WEHT - TV
CLIMBS FROM 11.000 TO
200,400
WATTS!
lack's bean stalk was a stunted century
plant compared to this story of growth.
April 14th permanent affiliation contracts
were signed with CBS. On August 15th
WEHT-TV— Channel 50 in the Evansville
Market area boosted its power from 11,000
to 200.400 Watts. . . . Involving an ex-
penditure of $200,000 in RCA transmission
equipment.
AN ESTIMATED 75.000 NEW HOMES
WILL BE INCLUDED IN THE NEW
COVERACE AREAI
WEHT-TV is your FOLLOW-
THRU STATION IN THE
EVANSVILLE MARKET. Only
WEHT-TV offers (1) Guar-
anteed On-the-Air promo-
tion, (2) Newspaper adver
tising, (3) Newspaper Pub
licity, (4) Letters to
retail trade, (5) Daily
news letters to ho-
tels and hospitals,
(6) Lobby displays,
(71 Monthly house
organ, 18) Window
Banners. Posters and
(9) Billboards.
Represented by
YOUNG TELEVISION
A/OH/ EVEN MORE THAN EVER
Stoc6to*t'4 Tfttet ^jUtcacd fo Station
HOOPER RADIO AUDIENCE INDEX
STOCKTON, CALIF.
JANUARY-MARCH, 1956
MONDAY THRU FRIDAY
7:00 A.M. -12:00 NOON
RADIO
SETS
IN USE
c
N
KSTN
A
M
OTHER
AM & FM
SAMPLE
SIZE
l«t.8
17.9
h.2
47.2
13.0
9.3
8.1*
9,707
MONDAY THRU FRIDAY
12:00 N00N-6:00 P.M.
RADIO
SETS
IN USE
c .
rk
KSTN
A
M
OTHER
AM & FM
SAMPLE
SIZE
10. 8>
20.7
7.3
35.0
15.1
9.5
12 .h
12,026
Spring 1956 Hooperatings
show KSTN increases dominance
of *Stockton Radio Audience.
*America's 92nd Market
Represented by Hollingbery
SPONSOR
3 SEPTEMBER 1956
99
LISTENERS
WHO LISTEN
. . . LISTEN WHEREVER THEY GO
. . . WHATEVER THEY DO ... TO
SAN DIEGO'S ADULT STATION
Attentive listening to our programming,
featuring NEWS, DRAMA, MYSTERY, and
"TALK" shows, sell the listeners who listen
. . . they are the LISTENERS WHO BUY!
1360
ON THE DIAL
FIRST IN SAN DIEGO
MUTUAL DON LEE RADIO
Represented Nationally by
H-R REPRESENTATIVES, INC.
SOUTHWEST VIRGINIA'S Pl&H££/l RADIO STATION
THE ONE THEY
LISTEN TO
MOST...
...IS THE
ONE TO BUY !
In Roanoke and Western Virginia — that's WDBJ!
Your Peters, Griffin, Woodward "Colonel"
has the whole wonderful story!
■m-mtw
: . ■: y. ' : : : : : 7: v.
AM 960 KC
FM 94*9 MC
Owned and Operated by TIMES WORLD CORPORATION
PITERS, GRIFFIN. WOODWARD, INC., National Representatives
rants ait- concerned. I he\ tend to he
wined and lunched <>n a more regular
basis even than agency producers with
commercials contracts to farm out.
In the case of timehm ei s. however,
as in the case >>f the medium-income
agencymen of other departments
there's a sharp division between the
restaurant- the) go to when taken, and
those patronized when the) pick up the
tab. There's a version of reverse
snobbery thai persists among young
timebuyers, preparing for a Dutch
lunch with a personal friend. It goes
like this:
Friend: "Where do you wanna
eat?"
Young timebuyer: -Stork Club."
Friend and young timebuyer: Haw.
haw.
The) then meet at the corner at
Choc Full o' Nut-.
01 course, sometimes, hut rarel) in-
deed, an agencyman being taken to
lunch will run up against some line
gamesmanship. (This technique, inci-
dentally, is definitel) not suggested to
the rep or independent producer. I It
works like this:
After suggesting lunch, and know-
ing full well that he'll have to pick up
the tab. the man doing the inviting
lifts his eyebrows up high and gets a
compasisonate look mi his face. "You
don | want to go to the llanwn. do
you?" sa\s he in a tone that clearl)
shows no one who's anyone could pos-
sible have such ordinary taste. \\ hen
the invited agencyman admits thai he
wouldn't dream of being caught in
such surroundings, the man who's gol
to pa) takes him off to Second or
Sixth \\cnue. into some dim, dark Ut-
ile spot with $1.25 menus, assuring
him sub rosa that this is "where the
real French cat."
Not thai oil-heat places don t rank
high among admen. There s Vnnette's
mi Second Wenue, for example. An-
nette, a Frenchwoman "| indetermined
age. general!) lend- the bar herself,
and displays an essentiall) Gallic dis-
like for women.
"She in-ults women and makes big
drinks. \\ hat n ■ could \ ou w an! ?
says one top agenc) account super-
visor. "You know, she claims that she
-till has the original bottle of Ver-
mouth with which she opened up 111
years ago.
\nnetie manages to set a special.
tres francais Texas lone in her small
establishment. For one thing, she
Wears -pike heel- behind the bar: for
Mm
-l'o\-ni;
.". si I'TT.MBKK lTiu
NORTHEASTERN
OKLAHOMA IS OKLAHOMA 'S
BI66EST MARKET
■
f
^AHOMk
Here's l/Vhy-
i-TULSA
Oklahoma's Second
Largest City
Plus
2-MUSKOGEE
Oklahoma's Third
Largest City
Equals
OKLAHOMA'S BIG
$1,000,000,000 Market in the
heart of the most populous
area in the State.
K T V X
. . . with studios in both Tulsa
and Muskogee, and transmitter
half way between these two
cities, gives you the coverage
you need to reach the most peo-
ple who have money to spend.
Ask your
Avery-Knodel, Inc., Representative
L. A. (BUD) BLUST
V. P. and Gen. Manager
TULSA BROADCASTING COMPANY
Box 9697, Tulsa, Oklahoma
136,000 WATTS
TULSA • MUSKOGEE
another, she gets her patrons to
squeeze lemons for her. This dual
characteristic \irtuall\ makes tin-
place.
"She used to be a hatcheck girl,"
one fond patron, now top brass al a
large agency, recalls. "Her customers
put her in business, and ran it for her
when she was sick."
Being "in the know" about the res-
tauranteur is one verj important part
of adman lunches. For example, one
account executive recalls making a big
hit with his client in Detroit recent I \
l>\ telling an amusing anecdote about
Toots Shor. The onlv problem that
developed out of the story was the fact
that the client suggested going there
the next time he came to town. Rather
than risk getting the fish-eye of non-
recognition from the subject of his
anecdote, the account executive pulled
a smooth recovery: "Toots and 1
aren't talking right now." said he
blandly. "1 ou know what a lousy tem-
per he's got." They ate elsewhere.
An important tip-off to the adman's
status llunchwisel is, of course, his
manner of paying the check. Only the
peasant for anti-snob snob) pays cash.
The most frequent form of payment is
via the Diners Club. However, the
chic approach is maintaining a charge
account in various midtown spots, and
if the adman's really in, he may not
even be presented with a check.
A form of showing "belonging" at
lunchtime on a higher and more con-
servative plane consists in breaking
bread with one's business associate at
the old school club. While not thickly
populated with the radio-tv executives,
the Harvard. Yale and Dartmouth
Clubs, among others, rank respectably
with the very recent and very old-time
graduates among agencymen. For the
former, it's a means of showing sta-
bility and delaying payment at the
same time. For the latter, it'sa refuge
from the subway-type crowding in the
more chic midtown restaurants.
A vital statistic quoted by Matt)
Simmons, Diners' Club promotion di-
rector, fraught with terrifying mean-
ing is the follow ing :
"I nt il this year, admen ranked first
in entertainment spending according
to our survey. This year they've
slipped to third place."
But there's little need for frantic
soul-searching yet. Admen were beat-
en out this year by such bon-vivants
as radio-tv executive- in No. One spot,
and movie execs in \o. Two. * * *
ohiop
UNIVERSAL APPEAL
means more sales for
Mountain est
advertisers.
KSL-TV is ON TOP
with 62% "quarter-
hour firsts!"*
You dominate the
RICH UTAH MARKET,
with a TV Set
Saturation of 88.6%
when you use the
AREA STATION . . .
KSL-TV
Salt Lake City
Represented by CBS-TV Spot Sa/es
•ARB June. 1954
•Pulse Feb 1956 Compte'e .nformarto" 01
SPONSOR
3 SEPTEMBER 1956
mi
KM PC
*1 buy in
-"3 Market
because:
KMPC leads all
twenty Los Angeles
independents and
three networks in
share of audience/
at one of the lowest
costs-per-thousand
in the whole U.S.
* The Pulse, Inc., May-June, 1956, 6:00 A.M.
to Midnight, Monday through Sunday, shows
KMPC with an average 1 2.6 share of audience.
KMPC
710 kc Los Angeles
50,000 watts days — 10,000 watts nights
Gene Autry, President
Robert O. Reynolds, Vice-Pres. & Gen. Mgr.
REPRESENTED NATIONALLY BY
AM RADIO SALES COMPANY
HFC SPENDS LOCALLY
[Continued from /></,«<• 11 I
ward the same goal, everyone sets
more done and it's done better.
"We're also able to take advantage
of the best availabilities because of
our flexibility. Because we have men
on the spot, we can take advantage of
a time period which opens up fast.
Markets get a four-way check. In
addition to analyses by the branch
managers and the district field man-
ager, each market is surveyed from
the HFC agency, Needham, Louis &
Brorby in Chicago, and also by Waack
himself.
Waack is a long-time radio fan —
and ham. A ham radio operator for
33 years, he broadcasts from his home
high atop a hill in Barrington some
35 miles from Chicago. With the call
letters W9YSM and a kilowatt Collins
transmitter on five different amateur
bands, he "kicks a healthv signal
around the world."
His enthusiasm extends to television,
too, as a viewer as well as a buyer.
He's rigged a complicated antenna on
bis house which picks up signals from
13 different tv stations — and Chicago
has only five! As an example of his
reception, he monitors HFC's news
shows Irom WKZO. Kalamazoo.
He's familiar with individual local
market patterns as an on-the-spot ob-
server, too. He's never worked full
time for an\ other company than
Household Finance, and in the pasl
24 years with HFC he has worked in
many cities. Before moving to Chi-
cago headquarters as advertising man-
gel in January 1953, Alfred Waack
worked as Fastern district advertising
manager, headquartering in Philadel-
phia and supervising all media activ-
ity from Bangor to Miami.
Because borrowing is local rather
than national, media buying is also
local. HFC has ventured from time to
time into networking, but on ;l limited
basis. In radio, it sponsored Edgai
Cuesl. I he lloosier poet, on NBC in
1929.
Trying network t\. it sponsored the
Harry Hood variety-music -how on
CBS in I ."> markets. Later on. in Octo-
ber, 1949, People's Platform with
Charles Collingwood was purchased on
( BS in 12 markets.
The stead) broadcast pattern, how-
ever, has been to concentrate on local
market announcements and programs.
Networking ma\ be added sometime
•T • TULSA
Is the Water Soft
In San Antonio?*
kS^
f/ff/TOI
ASK YOUR COLONEL
'Superfluous sounding to some,
but a very important question to m
the advertisers of soaps, sham-
poos, detergents, water condition-
ers and many other products.
The Colonel knows his water in
24- well known markets.
PGWTl'l,F,\ISIiV\ s\LES
102
SI'ONSOK
3 -I I' l EMBER ]')•">()
I
WHTK-TV
CHANNEL 13
IT'S A SELLER'S MARKET,
but we can give you
the BIGGEST BUY yetl
TIME: Now, while we're still new . . .
with rates set to offer low cost per im-
pression . . . choice availabilities are
still open.
PLACE: Huntington — Ashland — Charles-
ton and Portsmouth Markets. The rich,
prosperous, tri-state area of more than
1,250,000 population conservatively meas-
ured from mail responses.
SCENE: WHTN-TV with the largest trans-
mitting antenna in the world . . . 316,000
watts of power for maximum effective
coverage ... a built-in audience of more
than 200,000 sets . . . popular basic ABC
network programs, outstanding local live
shows and top-notch films.
ACTION: Get on our "bandwagon" and
g-r-o-w with us! After only one month of
maximum power, Channel 13 showed
36.8% audience increase over the first
audience report.
CALL US: Huntington, West Virginia,
JAckson 5-7661, or our representatives:
Edward Petry & Co., Inc.
TV's %* 2«~
&mm»..
BMI
66 According
to the
Record9'
Continuities for October
A daily almanac- . . . ami
a five-minute program
packed with information
about the important hap-
penings throughout the
world.
October's "According to
the Record" includes sto-
ries about Valley Forge,
S.M. Ah in York. Helen
Hayes, The Chicago Fire
and other significant and
entertaining highlights and
sidelights of the years i>a>t.
BUM's "According to the
Record" package contains
a full month's supply of
continuities • • • Highly
commercial . . . Now in its
12th successful year.
For sample scripts please write
to Station Service Department_
BROADCAST MUSIC, INC.
NEW YORK • CHICAGO • HOLLYWOOD
TORONTO • MONTREAL
in the future when it would be de-
tuned a> a supplement to local buy-
ing and as an institutional rather than
a selling vehicle.
At this point. sa\-. \\ aa< k. "net-
working, although exciting and inter-
esting, is not practical for HFC. We
do not have national distribution like
SO many advertisers using network.
You can bu\ lvor\ soap and \\'rigle\"s
gum in every grocery store and drug
store in the United States, but this
doesn't hold true for an HFC loan.
In spite of our man) offices, there are
a great many excellent markets where
we are not represented.
"Perhaps, given time and an aggres-
sive expansion program, we some da)
ma) reach the point where we could
effectively and profitably employ the
entire coverage provided by a network
lineup of stations. For some time to
come, however, we will confine our
efforts to market-by-market purchases
of radio and t\ ."
The aggressive expansion program
of which he speaks is already a matter
of fact, however.
The 78-year-old consumer finance
compan) started shooting far ahead
of its competition shortly after World
War II. and has made its greatest
gains since 1950.
Look at these comparisons which
show Household Finance growth in the
five-year period from 1951 through
1955.
Branch offices— In 1951. there were I
573 branch offices; 1952. 577; 1953,
601; 1954, 643; 1955, 738. This year,
l(> news offices have been opened and
a total of between 85 and 90 will have
been opened before the year ends.
Customer notes receivable — 1951, j
$283.5 million: 1052. $323.9 million; !
L953, $361.4 million: 1954. $388.7
million; 1955, $451.9 million. Last
year. Household Finance loaned a total
of $700 million, and the figure llii-
vear is expected to hit $800 million.
Every single HFC borrower inad- j
vertently provides a clue to the com- I
pany's future advertising pattern,
because even borrower is asked why
he visited an HFC office.
The figures, although far from final.
provide a yardstick in media determi-
nations, says Waack. And Richard G.
Kothlin. account executive at Needham.
Louis & Brorby agency, says "broad-
cast media seem to produce the great-
est response.
Radio and tv advertising operate
another
FIRST
in Montana
KGVO-TV
Missoula, Montana is
programing LIVE via
micro-wave.
This Assures Even
MORE
Loyal Viewers
•
Your Best Buy Will
MAGNIFY YOUR SALES
IN THIS STABLE Population 145.700
Families 47,900
E.B.I. $212,747,000
MARKET
University City
•
j Rich Lumbering and
'' Agricultural Area
167 Mountainous Miles from Spokane
00
o
o
o
©
■
OS
LU
Q.
t
h-
</>
O
o
o
lowest
cost-per-thousand
in
Columbus, Ohio
IrVVKO
cost-per-1000
is 49% lower
than closest rival
IrVVKO
delivers 5.4
average between
8 am and 5 pm
Pulse- fW Jan 'Sb
liVVKO
Columbus, Ohio
Use the slide-rule
and call Forjoe
SPONSOR
3 SEPTEMBER 1956
in.;
GARCIA B^m
SPENDER!
From a survey completed on /T C |
July 31. 1956, of 177 in- Is T ^^L
dustnes in the Phoenix area
we found —
!t»i;il omployees 17.59%
I] of
inn employees $5,016,688.00
inn employees $94,744.01
try of
Spanish speaking em] $66.20
null details "t survey on reqm
rills MEANS THAT IN THE MAN1 PACT! RING
AND SERVICE INDUSTRIES of PHOENDf
ALONE. THERE ARE srwisil
SPEAKING DOLLARS" EARNED ami SPENT
\lu: THEY SPENT Willi STOUR CLIENTS!
TELL IT TO CARCIA! SELL IT TO CARCIA!
Reach him in his own native language, over
KIFN-Central Arizona's only full-time Spanish
language station'
ASK THESE YANQUIS HOW KIFN SELLS'
NATIONAL TIME SALES HARLAN C OAKES
17 E. 42nd St. 672 Lafayette Park Place
New York City Los Angeles
KIFN
860 Kilocycles • 1000 Watts
REACHING PHOENIX AND
ALL OF CENTRAL ARIZONA
DAILY
DOUBLE
IN NORTH CAROLINA
Every day . . .
more audience
in
Winston-Salem
Every day . . .
more audience
in
rich 18-county
Piedmont area
than any other
station
JM!-
RAD I O
WINSTON-SALEM
NORTH CAROLINA
WINSTON-SALEM
GREENSBORO
HIGH POINT
-for
5000 W • 600 KC • AM-FM
AFFILIATE
HEADLEY REED RcrntstNTATivr.*
t. i HFC in a manner which might be
. i • rihed as high gear but low sell.
\ i nt i m Hall, executive vice president
i.i NL&B ami account supervisor for
an agency task force of 33 people on
the HFC account, explains it this wa\ :
"Installment bin ing and < onsumer
credil are an integral part of the
American economj toda) .
"HFC recognizes this fact, but, we
aren't urging the famil) winch needs
mone) to borrow. Ml 'if our advertis-
ing stresses the idea that the indi-
vidual shouldn't borrow mone) need-
lessly, and that a loan should not be
made unless it can be repaid conveni-
cnth out of income.
Win do people get mone\ from
a consumer finance compan) rather
than a hank?
Because main times they do not
have the securit) that local hanks re-
quire. Vgain, HFC makes loans in
privac) and on the customer's ability
to repay. Then, too, HFC is speed)
■'when people want money, the) want
ii fast." and HFC finds borrowers are
"vitall) interested in good, prompt
sen ice.
All of these concepts are inherent in
a new jingle which HFC will tesl this
fall preparator) to using it in all radio
and i\ advertising. The musical air
signature, "which more aptl) describes
what it is than the word 'jingle,'" is
to he used in three ways, says \<
count Executive Rothlin.
It'll be aired as a general music
tin me behind animated television an-
nouncements; in a march song varia-
tion as an inlid to sports shows <>n
t\ . and a> a radio announcement w illi
an arrangement of four singing \ oices
; ml a 12-piece orchestra. The words:
"Never bor-row mon-e\ need-less-ly/
just when you must. Bor-rov then
where loans/ are a spec-ial-ty/; from
folks you trust. Bor-row con-fi-dent-
[) from Il-I'-C"
Even though Household Finance
Corp. s broadcast ad\ertising s< hedules
i m el the needs of each imlh [dual
market, several general Inning pat-
ii in- emerge alter anal) sis.
HFC stays on the air ">2 week- a
year. Borrowing tends to be a bit
seasonal, particularl) around Christ-
mas time ami during the Income tax
and vacation seasons. B) and large,
however, the borrowing index remains
stead) throughoul the year. HFC is
, Iso looking Foi an accumulation "f
impact factor in stead) advertising —
and it like- the frequency discounts
which accrue to a 52-week buyer!
In radio, the company al-o buys
some news shows to reach a "split
audience' about equally divided be-
tween men and women. Its radio
- hedules are < <m< enti ated Ii "in 7 to
! :"ill a.m. and from about 1:30 to
7 p.m. HFC considers the woman of
the house a vital factor in influencing
the decision that the famih need- to
borrow mone) and in determining the
source from which it will he borrowed.
The preference for participations in
radio new-, -ports and disk jockey
shows extends to t\. HFC sponsors
several tv shows in news, sports and
oi dramatic formats, using both Inl-
and transcribed features. These buys
typify the range. Highway Patrol and
Stage 7. syndicated show's, are telecast
in several cities. The compan) has
co-sponsorship of a full-length movie
in San Francisco, half sponsorship of
the Peter I'otter show in Los \ngeles.
alternate-week sponsorship of / Led
7 hree Lives in Detroit.
Newspaper advertising tend- to be
bunched into the first three days of
the week. These "seem to be mosl
productive for us," says Waack. But
HFC maintain radio schedules on all
week days. Monda\ through Friday.
Both radio and t\ cop) have mam
variations because of state legislation
which differs on amounts which ma)
be borrowed and the amount of time
which ma) be taken to pa\ oil the
loans. For example, the California
law permits a $1,500 ceiling on loans
from consumer finance companies.
whereas the Illinois maximum i- $500.
Some States allow 21 month- lor pay-
ment : others allow onh 20.
What of the future? "The next six
to eight months look \er\ good."
\- Household Finance expands into
new cities at the rale of some '•(> new
offices yearly, it will use radio and
or television in each nl those markets,
linking the broadcast schedule will
be the continuing emphasis on con-
sumer education the program o| help-
ing the John Doc- to manage their own
finances and sta\ within their budget-.
W aack admits he has "perhaps
favored broadcasting over other media
because of n \ long association with it.
""Not at the expense of business.
however. Frankly, the broadcasl media
have turned in a might) fine record
■ I pei formance for us."
• • •
lul
SPONSOR
.; -i !• 1 1 m m it 1950
JACK'S SALADS
[Continual from page I- I
(iuential segment "I the women in the
Tidewater area. We Fell that if we
could reach the various women's clubs
and organizations, then word-of-mouth
advertising would help put the prod-
net over. As part of WVEC-TV's pro-
motion the product was actually served
In prominent women guests on the
>lidu.
The copy, developed bv \\ elstead
and \\ \ EC-TV account executive \\ il-
Hams, emphasized the Fact thai Jack s
Home Stvle Salads had a homemade
quality. It was a commercial product
but it had the individual flavor usually
associated with home cooking. That
it was made fresh every day was an
important factor and was emphasized
over the air. The original II) ex-
claimed: "If you haven't tried Jack's
Home Style Salads, then you're miss-
ing something ... If it isn't the best
salad you ever bought, then return the
carton with the name and address of
the stoic where il was bought and your
nioncv w ill be refunded."
With the start of Welstead's partici-
pations on the White Show, sales
showed an immediate rise. The cam-
paign started on 15 March of this
year, and in two weeks pushed March
sales past February's l>v better than
2.500 packages. April sales figures
jumped again to 27.051 packages but,
it-ports Brauer, ". . . we felt that the
natural "seepage" was not paying prop-
er dividends. True, the same audience
ever) day held the increased sales
stead) and once the increase came, it
never lost ground. But. it failed to
grow larger."
To widen Welstead's audience Wil-
liams worked out a schedule of 13 IDs
a week, every dav in the week, adja-
cent to regularlv scheduled NBC! net-
work shows. "Repetition was our
aim." says Brauer. All 13 ID's were
identical and. at first, onlv the top
from a package of Jack's Salad was
used as a signature.
Later on a "Little Jack Horner"
character was introduced to accom-
panv a jingle parodv that ran like
this:
100% NEGRO PROGRAMS
I'.'kM :i
IN NASHVILLE, TENNESSEE
"Little Jack Homer
Shopped at the cornet
singing a happy ballad,
He put in a hand.
and pulled out a brand —
Jack's Home Style Salad."
The IDs gave Welstead an opportu-
nity to reach the network audience
both during the day and at night. Be-
sides the added frequency, announce-
ments were placed adjacent to pro-
grams on different audience levels.
"Now," says Brauer, "we reach every-
one.
Working from the logical premise
that his salads are a product for ever) -
day consumption, Welstead advertises
them with equal vigor Monday through
Friday. He does not aim solely for the
usual week-end trade as most grocer)
commodities do. W elstead's sales
strategv has been borne out by sales
figures.
As of June. Jack's Salads were sell-
ing at the monthly rate of 42.923 car-
tons representing a gross of $15,349.-
84. WVEC-TV has been the only ad
medium used.
In April. Welstead tried out his
original sales method of letting the po-
tential customer taste his salad. In
that month he distributed 7.000 pack-
ages in an area-wide demonstration.
Without any advance publicity Wel-
stead personally spent weekends in
stores. With the assistance of one or
two demonstrators, he offered free
samples of his product to the public
as he had offered them earlier to store
managers. Because of the giveawav>
dollars and cents sales showed no ap-
preciable rise that month, but the fol-
lowing month the) climbed bv $2,857.-
44.
Welstead's 13 ID's a week now cost
him $105.00. In -pile ol hi- steadilv
rising -ales, however, he does not in-
tend to increase his ad budget. I he
reason is simplv that the demand i- al-
iiadv moving ahead of hi- -mall fac-
tory's capacit) to produce. As soon as
he can align production with the tele-
v i-ion-inspired demand he will prob-
ablv eidarge his present ad budget.
Merchandising is an important part
of WVEC-TV's handling of its spon-
sors. Says Thomas P. Chisman, presi-
dent of Peninsula Broadcasting Corp.
which operates the station. "\\ \ I (
TV will do everything it can to pro-
mote an advertiser's product in our
markflet." Proof that this is nol idle
talk calculated to sell time, is the com-
plete up-to-date card file kept on even
retailer in the area. Pertinent infor
mation, carefully gathered, includes
the kind of merchandise each retailei
bandies and the specific brand names.
As soon as a new advertiser comes to
\\ \ EC-TV a post-card is sent out to
every retailer handling the line with
the news that they are now c<
liacking from the station.
WVEC-TV merchandisers also go to
stores to arrange for best possible shell
or display space. * * *
people with an EBI per capita of
$1627
mm
.M'lin:
'•I'M'
"He admires KRIZ Phoenix because
they never try to ape others!"
WHBF
' < ROCK ISLAND. jLL.j
REPRESENTED BY AVERY-KNODEL ''
Sl'ONSOR • 3 SEPTEMBER 1956
105
SHREVEPORT
THE PLACE
TO BE IS
SPONSOR ASKS
( ontinued from page 69 i
mercial will become uninteresting in a
shortei time. Conversely, the more
original t h«- presentation, the longer
the commercial will remain fresh and.
therefore, highfj reusable.
i astly, the verj finest talent should
he employed in filming the commercial,
ihe hest possible artist employed for
animation. Personalities thai have be-
come typed in standard commercial
handling, or identified with other prod-
ucts, should It avoided like the plague.
New faces and new selling techniques
keep freshness in the deliver) of the
message to the public.
Naturally, all this is going to cost
more. 1 >i j t you cannot help but end
with more and true econoinv in a
commercial is determined not 1>\ its
initial COS) SO much as how much v ou
get out of e\er> dollar you put in — in
terms of effective selling and re-use.
• LEADING IN TOP SHOWS
Morirng, Afternoon, Night
Feb, 1956 ARB Shreveport
Area Rating Survey
• LARGER AUDIENCE
• BETTER COVERAGE
• MAXIMUM POWER
KTBS-7i>
CHANNEL
SHREVEPORT
LOUISIANA
E. NEWTON WRAY. President & Gen. Mgr
NBC and ABC
Ripnttnttd by
Edward Petry & Co., Inc.
Roger I'i \ or
I ./'. in chg. ot radio-tv
Foote, Cone X- Belding, N.Y.
VARIES 11/77/ HUMOR
A I have never seen too much em-
phasis placed mi the life of a commer-
cial, but rather on its effectiveness
since production oi a commercial con-
stitutes a compai a I > K small poi tion ol
ihe overall cost. Bui il this Eactor is
a prime consideration, the following
are some of m\ obsei \ ations.
I'ln- first and most elementarv
method <d extending the life of a com-
mercial is I" plan at the outset lor lift-
ing shortei announcements from 60-
second messages. I his has at least two
obvious advantages: ill li is less ex-
I ensive than lullv rei i '.it i 1 1 ■_■ ID-. etc.
(2) \t times, it has a desired repeti-
tion value.
Se< "lullv . it - inv i ontention that the
degree of humor determines the rela-
tive length of endurance of am com-
mercial. The more dependent an an-
nouncement is on humor, the shortei
its potential life is. Of course, the ad-
66Community service goes hand-iii-hand
with broadcasting growth. The station
that serves the interest of the com-
munity almost automatically lin<U itself
in an enhanced financial position."
DONALD H. >I.<,\\\(i\
President
Westinghouse Broadcasting ( o.
vertiser who seeks to sell through hu-
morous materia] can do it if he has i
elativch high budget for changing
commercial situations.
In this vein, the announcement re-
volving about specific situations or in-
cidents has a shorter life expectant j
that the "straight" announcement. An
advertiser runs the risk of an "Oh, nnt-
that-scene-again" audience reai
when situation-type commercials are
overdone.
The repetition value of either the
humorous or situation announcement
mav verv well he offset hv factors of
audience boredom or antagonism.
In short, it seem- that the longest-
lived commercials are of the straight
announcement variety, which does not
depend on gimmicks, hut rathe]
straight-forward copj and delivery.
The final suggestion for those who
want their clients' commercials to en-
dure is this: Don't let the sponsor sec
it too often hecause hell he*
bor< il faster than anyone. * * *
"There we sat, listening to KRIZ
Phoenix and watching the moon
and the darn fool was making . .
wishes!"
100
SI'OiNSOH
.'$ SEPTEMBER 1956
MAXIMUM:
- POWER x
Coverage that Sells in
the Four States Area
Over EH Hours per Month
Sponsored Network Programs
INTERCONNECTE
ABC
KCMC-TV
Channel
{QUIPPED fO»
NETWORK COIOB
-ifc
TEXARKANA
TEXAS - ARKANSAS
Represented By
Venord, Rintoul and McConnell, Inc.
vVhat Are Miami's
Major Grocery Chains?
Iwrebl
.7 — i
ASK YOUR COLONEL
He has a 1956 listing of grocery
and drug chains, and department
stores in ever changing Miami . . .
and in 23 other markets he sells.
P(;i TELEVISION S\LES
SPONSOR
3 SEPTEMBER 1956
ADVERTISERS' INDEX
Broadcast Music Inc.
Channel 10, Rochestei
Columbia Pacific Radio Netwoi u
Eastman Kodak
M id-i lontinenl Group
NBC Radio Network
Peters, Griffin & Woodward, In.
21, 22. I":.
RCA Equipment '•'
Steinman stations
Tulsa Broadcasting
CKLW, Detroit
KISIG, Hollywood
KBIS, Bakersfield
KCMC-TV, Texarkana
KGB, San Diego _.
KGVO-TV, Missoula _
KIFN, Phoenix
K I. MA-TV. Yakima ....
KING, Seattle
K.I E< >. Kresno _.
KLZ, Denver —
Kl./.-TV. Don vor
85, l'i2
KMBC-TV, Kansas Citj
KMPC, Los Angeles ..
KMTV, omaha
KOTV, Tulsa _
KPQ, Wt-natchee ..
Kl'lX. San Francisco
KPRC-TV. Houston „
KRCA, Los Angeles ...
KRIZ, Phoenix i05
KSFO, San Francisco
KSI.-TV. Salt Lake City
KSTN, Stockton
KTBS-TV, Shreveporl
KTHV, Little Rock .
KTVH, Hutchinson
KVOO, Tulsa —
W \GA-TY. Atlanta
W'.WK, Louisville
WBAY-TV, Green Bay ..
WBNS, Columbus, Ohio ...
WBRE-TV, Wilkes Barre
WBRZ-TV, Baton Rouge
WCBS-TV, New York
WCKR, Miami -
Akron _.
Roanoke
Memphis
WKHT-TY, Henderson „
WFBC, Greenville, S. C.
WFBG-TY. Altoona _
WFBL, Syracuse ~
WGN-TV, Chicago _
WHAS-TV. Louisville
WHBF, Rock Island
WHEC, Rochester
WHEN, Syracuse
WHIO-TV, Dayton
W'lli i, Des Moines
WCUE,
WDBJ,
WDIA,
I 1
WHTN-TV, Huntington ...
W I LS, Lansing
WTS-TV, Columbia, S. C. ..
W.IBK. Detroit .....
W.M.M, Lansing .
WMAR-TV, Baltimore ..
WMBR-TV, Jacksonville
WNAC-TV, Boston
WNEM-TV, Saginaw
WRCA, New York _ 5 1
WREN, Topeka
WREX-TV, Rockford
ws.is. Winston Salem
WS< »K, Nashville
WTAR-TV, Norfolk
WTIC, Hartford
WTY.I. Miami . 60
WTVP, i >. , atur
WVET, Rochester
WVKi i, Columbus, Ohio
\\ W.l. Detroit
WWTV, Cadillac, Michigan
WXEX-TV, Petersburg, Va.
WX l.W. Indianapolis
103
94
109
57
24
9
20.
107
67
3
L01
93
Hi
KIT
100
103
101
62
77
88
16
63
BC
102
19
HIT
12
59
IFC
17
106
59
101
99
106
5
86
69
47
87
FC
82
28
96
65
110
97
100
79
99
83
11
84
91
43
105
. 98
[BC
15
27
103
23
9 2
15
13
IMS
72
7
95
."..-,
90
76
mi
LO i
7v
61
. IS
107
103
89
Tl
19
53
43rrf
Edward Retry & Co.. inc.
ifatr dl'~f v" wt "a » «c
~>7
«7^
KASH-BOX
JACKPOT STATION
<*1
i
*
Over 84,000.00 in KASH
won by WVET listeners
in two months. ..the
LARGEST give-away ever
promoted by a local sta-
tion! Ten thousand label-
endorsed entries in three
months! Your clients, too,
can cash in on WVET in
the rich Rochester-West-
ern New York market.
5000 WATTS
1280 KC
They BUY our
Sponsor's products.
IN ROCHESTER, N. Y.
Represented Nationally by
THE BOLLING COMPANY
WMAR-TVs
Mystery Theatre
lias a weekly audience
of more than
280.000* viewers
currently being shown . .
Itarkct
Squad
starring Reed Hartley
Monday
through
Friday at
11:20 P.M.
TV AND RADIO
Exciting dramas based on actual police
reports that reveal the inner workings
of shrewd schemes used by confidence
men to defraud the public.
Sponsors choose WMAR-TV, because
Channel 2 consistently delivers the larg-
est audience from 7 A.M. to midnight
ARB, July 1956, 45.0% share of
sets in use.
•ARB, July, 1956
^
WMAR-TV
• • • • c
CHANNEL
SUNPAPERS TELEVISION, BALTIMORE, MD.
AFFILIATE OF THE
'-OIUMBIA BROADCASTING SYSTEM
Represented by THE KATZ AGENCY, Inc.
New York, Delroil. KonJas City. Son Froncisco
Cn.cogo. Atlonlo. Dollai. Loj Angelej
NIlWSIVIAKIiRS
Matthew J. CuIHgan has been
named vice president in charge of
llic NBC Radio network. The an-
nouncement by Robert W. Sarnoff,
NBC president, came less than a
\ car alter Culligan had been elect-
ed \ .p. and nation.il sales director
of NBC-TV. Prior to that, he was
national sales manager for the
television network and achieved an
outstanding record for his sales
work on Today. Home a\u\ Tonight.
Roger Bumstead, formerly me-
dia director of David J. Mahoney,
Inc.. has been appointed media di-
rector of MacManns. John &
Vdams, Inc., New York. The ap-
pointment was made in line with
the organization of a complete me-
dia department in the New York
office, serving the easl coast region
accounts of the agency. Before
joining Mahoney, he was broad-
cast supervisor for Maxon, Inc.
H. Weller (Jake) Keever has
been named director ol sales t"i
the NBC Television Films division
of California National, Robert
Levitt, general manager ol the
NBC subsidiary announced recent-
ly. Keever ha- been serving as
nat ional -,ile- manager of NBC 'I \
Films since Januarj 1955. In In-
new posl he will be directing the
world-wide network and syndica-
tion -ale- force of tin- division.
108
Melvin Birnbaum, executive
\ ice-president ol Knomark Manu-
facturing Co., producers of "Es-
quire Shoe Pol ish" announced that
the company will sponsor '"The
Magic Box" on the NBC t\ net-
work. "The Magic Box" i- a J.
\ i thur Bank production telecast in
compatible color and black and
while. The feature will dramatize
the life ol \\ il liam Friese-( rreene,
ui\ entor ol the mo\ ie camera.
SPONSOR
Y <** 9*'
>
3 SEPTEMl'.l R I" >''
j
K
COLUMBIA PACIFIC RADIO NETWORK
reaches more people
than any other Pacific Coast medium,
including all other regional networks.
REPRESENTED BY CBS RADIO SPOT SALES
N.
The NEW NBC Basic Affiliate
for Miami and South Florida
* WCKR *
takes pride in announcing
the appointment of . . .
The Henry I. Christal Co.
as exclusive national representatives
i*G . '«<■,,
'"m in*0'
. . . and in becoming associated with
its group of distinguished stations,
setting the highest standards of service to the
listeners and performance for advertisers.
• NEW OWNERSHIP! • NEW FACILITIES! • NEW PROGRAMMING1
HUcuut
NILES TRAMMELL
PRESIDENT
N
BC
BASIC
AFFILIATE
owned and operated by the ^
BISCAYNE TELEVISION CORPORATION • BOX M, LITTLE RIVER STATION • MIAMI, FLORIDA
Mo
SPONSOR • ■> SI I' II MBER L95fl
IEPORT TO SPONSOHS for 3 September 1956
( Con i in n<»rf from p«</<» 2)
Kletter climbs
to $12 million
Revlon bows
to FTC
$5 lunch is ad
exec's average
former Y&Rites
buttress LaRoche
Hackett's egress
recalls prowess
as talent pioneer
Longer credit
terms may hypo
color set sales
Edward Kletter Associates' air billings have spiralled into the $12
million class. It derives largely from agency's handling of the
Pharmaceuticals, Inc. account. Pharmaceuticals' billings roughly
split up this way: $6.4 million, network time; $5.2 million, network
programs; $400 thousand, spot tv. Pharmaceuticals show list comp-
rises the "Herb Schriner Show," "Amateur Hour," "Twenty One" and
"11th Hour News" (CBS) .
-SR-
Latest major tv user to come through the Federal Trade Commission's
ringer is Revlon. Cosmetic firm signed a consent decree agreeing to
avoid discrimination in customer relations — such as granting special
money allowances for in-store advertisinbg and favorable shelf space.
Though not made a party, CBS Radio has asked the FTC permission to
intervene in pending case against nine advertisers and the three tv
networks. This action involves exchange of free station plugs for
special in-store displays. CBS Radio wants to justify its own point-
of-sale merchandising plan called Supermarket ing.
-SR-
In 1956, for first time, admen slipped behind radio-tv execs as "en-
tertainment spenders," according to Matty Simmons, Diners' Club pro-
motion director. Admen do, however, still rank among top 3 big-
spending categories of professions. Aggregate spending is bolstered
by volume, SPONSOR survey reveals, since typical adman business lunch
check averages $5, including customary average 2 rounds of standard
martini. For more detailed sociological breakdown of admen's lunch-
ing habits, see story on page 32.
-SR-
Executive roster at the C. H. LaRoche agency is beginning to look
like an annex of Young & Rubicam. LaRoche, a former Y & R president,
has by slow stages surrounded himself with a total of 7 former Y & R
men. The list: Carroll O'Meara, Hank Booraem, Jay Bottomley, James
Webb, John Goodwillie, Richard Eckler and Tom Lewis, latest initiate
as v.p. in charge tv-radio.
-SR-
To veteran agency program executives the announcement of Montague H.
Hackett's retirement from the advertising field came with no little
twinge of nostalgia. As a salesman of talent for MCA in early days
of radio, Hackett was responsible for entry of some of biggest Holly-
wood and stage names to the medium. The feud his negotiations for
the services of names engendered between agencies occasionally became
classic sagas of the business. As agencyman he handled the Herbert
Tareyton brands, which now go to Lawrence C. Gumbiner.
-SR-
Hoped for stimulation of color set sales may come from the big ab-
sorbers of installment credit paper. According to Television Digest,
RCA has been working quietly with major banking houses for months
toward extending credit payments over 36 months as against customary
24 months. Among those cited as favorable to this policy are 1st
National City Bank, Bank of America, Manufacturers Trust (New York)
and Commercial Credit Corp. (Baltimore).
SPONSOR
3 SEPTEMBER 1956
111
SPONSOR
SPEAKS
Convention lesson
\\ .■ believe the television and radio
networks learned a lesson during the
L956 political convention?. It is sim-
pl\ this: No amount of journalistic
and technological deftness can trans-
form a lull into something else for verj
long. \nd long stretches of the Demo-
cratic, and especiall) the Republican,
conventions were lulls.
\\ e believe the networks w ill read
to their discover) b) limiting their
coverage of the conventions. Chere is
no reason \\h\ all of the networks
should simultaneously cover the go-
ings-on before empt) seats. I'" i ause
both political parties are completer)
television-minded, the) can surel) be
persuaded to work out their agendas
so thai the most important activities
and the hours ol television covet
coincide for more interest.
We make these suggestions for I960
nut of deep appreciation for conven-
tion coverage b) the networks. Obvi-
ousl) nothing - re important to a
democracy than that the people watch
first hand the workings of a Presiden-
tial convention. Bui we do not wish
to see interest in coverage evaporate
because it is o\ erdone.
This is a case, we might add. of
zeal to do a public service. All of the
networks invested heavily — and lost
mone) heavil) to provide coverage-
in-depth, mobility, variation. During
the active phases of both convention-,
the job the networks did was admir-
able. \nd the) could certainl) have
done no more than the) attempted
during the inactive moments.
# * *
Crisis prevention
It is popular to sa) that there"? a
a crisis e\ ei v da) in tele\ ision spon-
sorship. Some of the crises are of a
pleasant nature like the time- when
you find television selling more goods
than you've had time to produce or
ship. Others are of the kind you'd
rather not think about. Rut to us one
of the best wav s to live w ith this d) -
namic animal is bv assuming that you
will have certain predictable crises at
each seas I the v ear.
Half the battle is knowing what your
problems are going to be so that v mi
can have a plan read) to solve them.
We find that main admen take just
ili- approach. II you re a plan-ahead
man. we commend to your attention
the two-part article in this issue and
the previous issue of SPONSOR called
"in winter headaches you can start to
lick now"" (see page 34). From the
man) predictable problem- which ad-
men will face in late fall and winter,
SPONSOR chose in and researched some
of the solutions.
* * *
Experiment needed
In appraising the general shape ,,f
sponsored network programing for the
L956-57 season i see page 29 1 not a
lew admen took the position that there
was not enough experiment in show
idea- and forms. A studv of the pro-
grams that compose the season's spon-
sored lineup would appear to support
tl eir contention, plus their complaint
ol diflicultv in finding -bow- oul
staid and duplicated norm.
I he point made bv these admen is
that it is the networks that are in the
best position to finance and earn
through experimental format-. \l-< i,
vary the routine and the trite with an
occasional gesture of the off-beat
It is recalled that. as far as tv i-
concerned, most, if not all. the ■
meriting and innovating came from the
networks. Cited as cases in point are
the NBC specs, and CBS' Ed Murrow
documentaries.
\dmen raise the question as b
whether the networks have beco u
content to confine their creative ef-
forts to raising the qualit) of produc-
tion and not idea-. Correlating thi
rhetorical thought was a warning: the
networks better watch out for pre-
mature complacenc) and stand-patism.
Applause
Radio copy renaissance
rhere are two kind- ol defeatism
about radio. ( )ne i- the tv pe of I II
live thinking among broadcasters
about radio'- future which has largel)
vanished in the past year. The other
i- the uninspired attitude on the pari
■ ■I a number of copywriters who feel
thai onlv commercials written for tele-
v ision < an be < reative.
I his laiiei form of defeatism still
exists. Bui we are confidenl it w ill be
-wepl a-ide.
We -av thi- not because we are opti-
i- I m hich we are I but because "I
the examples we have been heai ing ol
tremendous!) creative radio i
i iak lne\ ii.iblv these musl spn ad
their influence throughout the industry.
\\ ho can help bul be excited, for ex-
ample, bv the W beat ( hex commercial
via Guild, Bascom & Bonfigli, San
Francisco)? First, it i- good listening
in the form of a melodic, pop tune
tj pe ol .Hi angement. Second, il is
clever. The Uric promises adult- the)
will gel no -pace helmets oi atomic
submarines in their box ol W heal
Chex jusl good cereal. If consum-
ers don'l find the approach and the
presentation refreshing, we will eal the
Wheal Chex we just bought without
opening the box.
W ho can help applauding Pepsi Cola
for it- le-t campaign in San Diego and
In \luin ie. Ind., in w hich lo< al resi-
dents were taped asking for Pepsi and
then won prizes if the) identified their
own voice- ovei the air? I his i- a
brilliant combination of creativi
men ial building and audience pro
lion . It's no wonder that Kenyori &
Eckhardt, which created the applet h
tells us soda fountain sales of Pepsi in
Mini, ie in one week this Julv were
300' . higher than the whole month of
Julv L955.
W e could go on and on with -
pies ol national, regional and lot al ra
dio commercials which we find in-: n
in-. W hat's more important is tin I
radio copywriters who have been
downhearted about bav ing to work in
the .on al medium turn to theij rad os
and find out thai radio cop) is
through a v irtual renaissam e.
Sl'OXSOli
3 -i i' 1 1 mbi i; L95I
».■ p >-■..■» r , d b) (ill ACENCr INC
RADIO
590 kc. \ Channel €
CBS \ CBS
JOHN ILAIt I CO BLAIR TV. INC
MEREDITH ^W7ete^ STATIONS
affiliated with Better Homes and Gardens and Successful Farming magazines
KMBC-T
Your best bet for gelti
in Kansas (j*
July Pulse Shows
Channel 9 Again Leads
In Quarter-Hour "FIRSTS'
. . . Has Best Over -All
Ratings in the
Station Market!
Morning, noon or night — whenever you put your money on KMB'-T
— you're backing the favorite!
KMBC-TV is definitely "out front" in Kansas City's television r^Bi
race! According to current Pulse figures — calculated on avH
Monday-through-Saturday ratings during Channel 9's on-air puoiis
— KMBC-TV is a good length ahead in the total of first-place <iu ,t<
hours ... and is a l-to-8 favorite to either "win" or "place" aifl
during the broadcast dai/!
And ratings aren't the entire KMBC-TV story, either. The formjJBe
shows that Channel 9 provides Class "A" primary viewing servkt
31,493 more families than any other channel in the area, accords
A. Earl Cullum, Jr., consulting engineer. Combine bigger coverat
higher ratings with the fact that KMBC-TV offers full minute^
just chainbreaks) throughout the day and most of the evening-
it's easy to see why the Swing is to KMBC-TV.
For sure-thing tips that produce sure-fire advertising results, s1
man who knows the facts — your Peters, Griffin, Woodward Cd
See Peters, Griffin, Woodward, Inc. for availabilities.
the SWING is to KMBC-TV
I 1 1 ks Griffin,
>W Mill •■.,
Kansas City's Most Popular and Most Powerful TV Station
Basic ABC-TV Affiliate
DON DAVIS, First V-P and Comn
JOHN SCHILLING, V-P and Gen
GEORGE HIGGINS, V-P and Sal
MORI GREINER, Director of Tel^
DICK SMITH, Director of Racic
KMBC V Kansas Cify-KFRM/^ the State of
: 17 SEPT
EMBER 1951
) PARTS
ocro
IS
azine radio and tv afl^flmr^se
ontinuing
ominance !
May-June PULSE proved it!
July ARB proved it!
d now July-August PULSE
ice again gives WXEX-TV?
lore 1/4 hours and more
ip shows than any other
ichmond area TV station!
VXEX-TV
sley, President NBC BASIC-CHANNEL 8
Irvin G. Abeloff, Vice Pres.
17 SEPTEMBER 1956
50« per copy «$8 per year
TV'S NEXT
FIVE YEARS
Jnol Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Forjoe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta.
page 31
How to make
easier to buy
page 34
Convention coverage:
an audience bust?
page 36
Now you can
radio by ear
page 39
What's your film
show I.Q.?
page 40
The day they
Bridey Applebaum
page 42
Spot radio hard-sell
the "Easy way"
page 44
IN ST. LOUIS
K WK -TV
REALLY RATES
ENTERTAINMEfiWISE
Channel 4 keeps the St. Louis
market covered with the best
in entertainment with a strong
CBS program line-up throughout
the day, augmented with the
top ABC shows and fortified with
favorite local leaders such as
Tom Dailey's "Recallit and Win",
"The Gil Newsome Show" and
"The Fred Moegle Show".
' V# W ffc? r^Er :fEI
Serving
the Great
St. Louis
Market
AUDIENCE -WISE
With the tremendous local and
national program line-up,
KWK-TV naturally ranks first in
the great St. Louis Market. ARB
and Telepulse have consistently
shown that KWK-TV is first with
the viewers in Channel 4's large
coverage area.
RESULT-WISE
Offering the best in entertain-
ment plus the largest audiences,
KWK-TV presents to its adver-
tisers the largest most consistent
sales potential a potential that
more and more advertisers are
consistently turning to their sales
advantage in the rich St. Louis
market.
TOP PROGRAMS OF 2 NETWORKS
in ST. LOUIS You Get MORE on
Represented Nationally By THE KATZ AGENCY INC
Colgate's MCM
film investment
upgrades spot
Lever brand
men rejected
'omnibus" idea
Weaver departs
as NBC names
4 exec v.p.'s
Lack of minutes
veers Vick from
spot loyalty
Colgate's deal with KTTV, Los Angeles, for a weekly sponsorship of
MGM's pre-1949 toprung boxoffice films occasioned 2 types of comment
within advertising circles: (1) it constituted a major boost for na-
tional spot in the realm of feature films and (2) it was an experi-
ment worth watching by major spenders with an extensive list of prod-
ucts. The Colgate sponsored films will run Friday nights, between 8
and 10 at a package price of $15,000. Annual billings would come to
around $750,000. As transaction now stands, it ranks as largest
single spot sale made to date in L.A. market.
-SR-
Some time before Colgate decided on its "omnibus product plan" in-
volving sponsorship of MGM features on KTTV, Lever Bros, considered a
like concept for itself. Features Lever had in mind were those from
the Warner Bros, vaults. Big snag Lever ran into was that it couldn't
get enough of its brand managers to come into such a joint proposi-
tion. They preferred to spend that sort of money participating in
network shows. Apparently control over brand ad decisions at Colgate
is more centralized.
-SR-
Pat Weaver's resignation as chairman of the NBC board was described
along Madison avenue as the formal period to an epoch in television:
the era when big ideas and big programing budgets were imperative to
speeding up set sales and getting tv as an advertising medium off the
ground. Weaver's exit was announced on the heels of NBC's disclosure
of its latest executive reorganization and creation of four execu-
tive v.p.'s under president Robert W. Sarnoff. Their names and func-
tions: Thomas A. McAvity, tv network programs and sales; Charles R.
Denny, NBC's owned stations and spot sales; David C. Adams, corporate
relations, and John M. Clifford, authority over talent and program
contracts, legal matters and treasury affairs. Realignment of top
level management followed a Booz, Allen & Hamilton survey. Weaver is
mulling several offers, including, it is reported, the presidency of
Y & R and a top post at R & R.
-SR-
Vick's switch of most of its BBDO business back to Morse International
served to focus trade attention on a radical change in air media
policy. Vick is now placing the bulk of its television money in net-
work co-sponsorships ("The Big Story" and "The Jonathan Winter Show").
This is in sharp contrast with its previous status: one of spot ' s
oldest and most reliable users. Vick's high command instructed BBDO
to go show shopping after the agency found it couldn't get enough
good full-minute prime night-time spots in all the markets required.
Vick figures it can't tell the story about a product - particularly
a new one - in less than a minute. BBDO's loss affects Vapor Rub and
Vatronal and about $2 million in billings. The cough syrup remains
and will likely go spot. At least BBDO has asked for availabilities.
Morse is 100% Vick-owned. The remedies had been with BBDO 5 years.
'ONsoit. Volume 10, No 19, 17 September 1956 Published blnsekl] bj 3PONSOB Publications Inc. Executive, Editorial, Advertising. Circulation Offices. 40 E. 49th St , Km
II. 1 noted at 3110 Elm Ave., Blltlmi re Md. $8 a year in D.S. J9 elsewhere. I econd class matter 29 Jan. 1918 at Baltimore post office under Act of 3 Mar. 1879
ItHPOKT TO SPONSORS for 17 September I»5«
ABC's a.m. plan
draws 22 radio
neophytes
Is latest spate of
agency shifts clue
to big reshuffle?
2nd NCS due
at agencies
shortly
Filters, autos
cue national
spot surge
Agencies want
AFTRA to update
its radio code
Added proof that a change of programing and selling concept can at-
tract advertisers who've never been in radio before: of the 50 ac-
counts ABC radio corraled during first year, just ending, for its
morning five-minute block plan, 22 were completely new to the medium.
This segmented selling has garnered well over $6,500,000 this year.
-SR-
Winter of discontent among clients seems suddenly to have undergone a
resurgence that might, when casualties are counted, be comparable to
the great account turnover of 1955 (see SPONSOR, 28 November, 1955).
Tide started in August with Block Drug leaving Henry B. Cohen. Within
two days of each other this month there came the Colgate's cancella-
tion of about $13 millions of its billings at Esty and Vick's return
of a major block of its tv operations at BBD0 to Morse International.
McCann-Erickson is reported to be in line for $6 million of the Col-
gate business (the Vel family and Brisk), while the balance is expect-
ed to go to Ted Bates. Other accounts that the Madison avenue buzz
centers mention as headed for new homes are Ethyl gasoline and duPont f
both very old tenants at BBD0. McC-E, likewise, is reported all set
to receive the budget chunks from Ethyl and duPont . One of McCann's
top management men, v. p. Robert E. Healy, was at one time Colgate
ad director. Addition of Colgate, Ethyl and duPont would put McCann's
domestic billings in the $200 million class - No. 1 in the field.
-SR-
Maj or agency media departments are looking forward with sharpened
interest to the release of the 1956 version of the Nielsen Coverage
Service data. Nielsen's timetable of availability to subscribers to
this tv-radio data: home coverage, end ogf September; stations and
networks, 15 October. Previous survey was issued in 1952. Unlike
then, Nielsen has coverage measurement field to itself. (See SPONSOR
15 October 1956 on How to use N.C.S. No. 2. )
-SR-
National spot business — both tv and radio — should find the fall and
winter seasons decidedly bustling ones. The two big sources of in-
come , say Madison avenuers, will be the cigarettes and the automo-
tives. The battle among the filter brands has already broken wide
open - with Lorillard and American Tobacco as the leading protagon-
ists. Auto manufacturers can be looked to for an unprecedented spend-
ing spree as they unveil their 1957 models.
-SR-
Negotiations to open this week between AFTRA and the networks on a
new contract may produce some unanticipated fireworks . The source: ad
agency men who'll be sitting in as observers. AFTRA will demand among
other things that pension and welfare arrangements existing in tv be
extended to radio and transcriptions. Agency delegates will counter,
through networks, with a demand that conditions and regulations stipu-
lated in AFTRA' s present code of fair practices be adjusted to meet
present day uses of radio. Agencies contend that practically the whole
boodle of provisions in the radio code apply to the day when sponsors
all had their own shows and not 5-minute segments or participations.
(Sponsor !{<•/»<»» -is continues p«<i«* i-'-it
SPONSOR
I i SEPTEMBER L956
AGAIN
WPEN LEADS ALL
PHILADELPHIA STATIONS
IN SHARE OF AUDIENCE
INCREASES
SEVEN DAYS A WEEK!
dial
9SO
AND WPEN Has More Local Advertisers
And More National Advertisers
Than Any Other Station In Philadelphia**
* PULSE— May-June, '56-55-,54.
"BAR Reports.
REPRESENTED NATIONALLY BY GILL-PERN A, INC. New York, Chicago, Los Angeles, San Francisco
SPONSOR • 1 , SEPTEMBER 1956
SPONSOR
//// 1/ li. I//U TELEVISION t\l> HltilO 1IHERT1SERS I SE
17 September 1956 Volume In Number 19
ARTICLES
31
34
36
39
40
42
44
TV'S NEXT FIVE YEARS: WILL THE BOOM CONTINUE?
I he answer i- yes. Some 1%1 guesstimates: 16 million iv homes, 57 million sets,
possibly ii'< color i\ saturation
HOW TO MAKE SPOT RADIO AND TV EASIER TO BUY
Simplification ami standardization "f spot buying processes can encourage more ad-
vertisers I" use medium. Here arc eiglil road- Inward improvement
IS BLANKET CONVENTION COVERAGE AN AUDIENCE BUST?
Vdmen polled by sponsor mi controversy -lined by convention coverage see curtailed
version and selective sponsorship in I960
NOW YOU CAN BUY RADIO BY EAR
1!\ dialing telephone number, timebuyers will In- able to request audition of the NBC
radio shnu the) want i" hear without leaving their desks
WHAT'S YOUR FILM SHOW'S IDENTITY QUOTIENT?
Have you been wondering how to build around a [oca! film show? Humpty Dumpty
supermarkets couldn't pul together more tie-ins if they used all tin- king's men
THE DAY THEY FOUND BRIDEY APPLEBAUM
When a hypnotist transports lii- subject to the -cat of timebuying Madison \\enue —
something's gotta give
SPOT RADIO HARD-SELL THE "EASY WAY"
This company puts nearly whole ad budget into -pot radio. Commercials aim at
establishing brand name ami juice through constant repetition
DEPARTMENTS
8 Vgency \d Libs 68 Agency Profile, Robert /•'. (urney
87 Comparagraph 52 Film Notes 16 19th & Madison
26 Mr. S] r. Emmanuel (,<>ren 23 Nev> & Renew 120 Newsmakers
72 New T\ Stations 50 P.S. 70 Round I p
66 Sponsoi \-k- 15 Sponsor Backstage 124 Sponsor Speak-
58 Radio Results 6 Timebuyers
COMING
1 OCTOBER CHANGING ROLE OF THE STATION REP
During past two decadi rep Functions, services have changed considerably, m'onmmi spot-
lights the Weed organization, m>w 20 years old.
7 OCTOBER
ADMEN APPRAISE MARKETING SERVICES
M.I.- i .hi incisive evaluation by advertising executives
agencies, ami suggestions in help incn i theii u efulness
of marketing services offered h\
Editor and President
Norman R. Glenn
Secretary -Treasurer
Elaine Couper Glenn
Vice President-Genl. Manager
Bernard Piatt
EDITORIAL DEPARTMENT
Executive Editor
Miles David
Managing Editor
W. F. Miksch
News Editor
Ben Bodec
Senior Editors
Alfred J. Jaffe
Evelyn Konrad
Jane Pinkerton
Assistant Editors
Robert S. Solotaire
Lois T. Morse
Joan W. Holland
Erwin Ephron
Contributing Editors
Bob Foreman
Joe Csida
Art Director
Si Frankel
Photographer
Lester Cole
ADVERTISING DEPARTMENT
Advertising Director
Arnold Alpert
New York Manager
Charles W. Godwin
Midwest Manager
Kenneth M. Parker
Western Manager
Edwin D. Cooper
Production Manager
Jean Enqel
Advertising Staff
Charles L. Nash
Marilyn Krameisen
George Becker
Circulation Department
Milton Kaye
Beryl Bynoe
Emily Cutillo
June Kelly
Administrative Coordinator
Catherine Scott Rose
Accounting Department
Laura Oken
Laura Fazio
Secretory to Publisher
Carol Gardner
SPONSOR PUBLICATIONS INC..
combined "itii TV. BiecutrMj
i Circulation and
\ !. .in. in,- Offices 40 E 49th St.
■ 19th a Madison) N>» York 17.
N. Y. Telephone: Ml'rray Hill
( hlcago Office! 161 E
\\, I'l SI inrlor 7-9863.
Los Angeles Office: 6087 Sunset
Boulevard. Phone HI 111 -
I 8089 Printing Office: 3110 Kim
Air . Baltimore 11. Md.
United Slates $8
i 'anii, In and foreign $9.
Single coplea r,0c. Printed In I s V
Iddn i .,n , orreapondence to
in B 19th si , New York 17,
N. Y Ml'rrny Hill 8-2772.
COPYRIGHT 1956 —
SPONSOR PUBLICATIONS INC.
WBKB
IS
CHICAGO
Channel 7 WBKB Chicago, WABC-TV New York
WXYZ-TV Detroit, KABC-TV Los Angeles, KGO-TV San Francisco
Owned and operated by the AMERICAN BROADCASTING COMPANY
J)AWX IN CHICAGO'
l|ossy reprint of this photograph can be obtained by writing to Public Relations Dept., Station WBKB, Chicago -Photography: Hedrich-Blessing C|
I SPONSOR • 17 SEPTEMBER l().i(> ,i
The John Poole Station
FRESNO, CALIFORNIA
. Announces the
appointment of
WEED
and Company
as national sales
representative
Now, with just one
call to your Weed
man, you can sell
2/3 of CALIFORNIA
with the one "Big
Impact" two -station
buy:
KB I F Fresno.
1 000 watts on
900 kc, the only independent
delivering the nation's No. 1
farm market plus the whole
Central California Valley.
KBIC Catalina,
10,000 watts
on 740 kc, only independent
powerful and popular enough to
register in surveys of all 3
major Southern California
metropolitan areas — Los Angeles,
San Diego and San Bernardino.
You get high-quality music-
news, plus maximum coverage
at lowest cost-par-thousand,
with both.
Your Weed contact now can
sell you either station ... or
both, at KBIC rates plus
just 25%.
John Poole
Broadcasting Co.
6540 Sunset Blvd., Los Angeles 28, Calif.
Hotel Californian, Fresno, Calif.
Dorothy Hoey, Grey Advertising, New York ( ity,
has been buying lor the Proctor X: (iambic account
hi that agency. She feels that two important facets
oi a timebuyer's job are to establish and maintain
good relations with station people, and to get
to know more thoroughly the markets in which
these buyers invest their clients' dollars. "People
work better together when they know each other."
Dorothy says. "Timebuxcrs should get around
more H\ talking to a station man in his own
home town, we can learn much more about a
market than we will ever learn long distance. This
would also lead to better understanding of the
problems on both sides anil quicker solutions to
these problems'' Dorothy feels Grey has taken
great strides toward achieving such a program.
Arnold Z. Runoff. President, Arnold & Co., Huston.
used tv to establish a stoic personality for one
of his clients — a supermarket chain. "Institutional
advertising," says he, "is often overlooked by
Stores trying lo meet price competition. They
i online ihcmselves to price-product advertising in
traditional media. Despite price advertising, there's
often little difference in prices from store to store.
Consequently, an institutional image assumes great
importance. We feel that a smile is worth a
thousand words — and by using tv for our client,
Stop & Shop (one of New England's largest food
chains), we are able to show the smile of friendly
scicice. Because we wanted Stop & Shop to be
looked upon as a family supermarket, we bought
a family show at a time the whole family can
watch it. Each commercial builds a friendly-service
image, pointing up Stop & Shop's exclusive features."
David Lambert, Benton & Bowles. New ) ork (it\.
has been Inning for B & B's Calling's account.
From his background which once included actual
selling. Dave has formed some solid opinions on
what advertising publications are effective today.
"I believe." he explains, "that spot radio used with
ouliloor postings is n Lex selling combination.
In addition, it's one of the most efficient local media
bins available today. The line I ost-pei ■thousand
in both spot radio and outdooi postings offers a
sponsor good ml ver Using mileage tor his dollar."
Dave feels that no advertiser should oveilook this
twosome and that it should definitely be considered
b\ the spun soi who is Working with a limited budget.
01 one who is aiming at individual local markets.
>ro\son
17 sKi'Ti:\ii!i:i{ 1956
KTHS
(LITTLE ROCK)
Prances Into COLT Too!
KTHS — Basic CBS Radio in Little Rock — does a
tremendous job there, and in most of the
rest of Arkansas, too!
For example — KTHS delivers Colt (Ark.), a little
Francis County town that's a good 100 miles
from Little Rock. Colt is one of hundreds
of smaller Arkansas communities that com-
bine with Metropolitan Little Rock to give
KTHS interference-free daytime coverage of
3,372,433 people!
Let your Branham representative give you all the big
KTHS facts.
KTHS
50,000 Watts
CBS Radio
BROADCASTING FROM
LITTLE ROCK, ARKANSAS
Represented by The Branham Co.
Under Same Management as KWKH, Shreveport
Henry Clay, Executive Vice President
B. G. Robertson, General Manager
The Station KTHS daytime primary (0.5MV/M) area
has a population ot 1.002.758 people, of whom over
100.000 do not receive primary daytime service from
any other radio station . . . Our interference-fre*
daytime coverage area has a population ot 3.372.433.
SPONSOR
17 SEPTEMBER 1956
]%t»ri
RADIO KPQ GETS
Results . . .
2-1
And We Challenge
All Other North Cen-
tral Washington
Media To Disprove
Us!
Yes, that's a strong state-
ment, but we are prepared
to back that claim to the
hilt .... with money on
the line.
So if you're buying — or
plan to buy — the heart of
Washington State, why
waste money testing? Use
the ONE MEDIUM that pro-
duces 2 to 1! Use KPQ
Wenatchee.
AN ABC-NBC AFFILIATE
5000 WATT!
560 K.C.
WENATCHEE
WASHINGTON
REGIONAL REPRESENTATIVES
Moore and Lund, Seattle, Wash
NATIONAL REPRESENTATIVES
Forjoc and Co., Incorporated
lOne of the Big 6 Forjoc Represented
Stations of Washington State)
By Boh Foreman
What polilirluns run It-urn from bu'lpluu<-rs
Much as I dislike to pummel a dead cat, 1 feel compelled
to add a word or two of disfavor to those millions of words
already heaped upon the heads of the politicos whose two
recent conventions had all the dash and verve of an interna-
tional mumbly-peg festival. \\ hat brings me to this i- that
recently — within a few days of each other — I witnessed four
different baseball players on tv, and I think on-camera poli-
ticians might have learned a thing or two from the-e gentle-
men's performances.
In the old days, professional athletes generally had the
charm of the Neanderthal man and were as devoid of vocabu-
lary, modesty, and personality as the lead character in ""V on
Know Me, Al" by the late, great Ring Lardner.
The four hall players I saw were Ted Kluszewski, Joe
Adcock, Bob Feller and Herb Score, the first two appearing
on the network Garroway epic and the latter two in a Red
Barber local program right after Score had almost pitched
a no-hitter against the Yankee- and had also hit a homer and
a -ingle.
Each of these gentlemen was a- articulate as Dr. Frank
Baxter and as poised and delightful as any daytime person-
ality. Adcock apologized for his rhubarb with Reuben Gomez
and allowed that his antagonist was a fine player, etc. Klus-
zewski was modest, interesting and delightful. Feller was
most intelligent about the intrinsic values of Little League
baseball. And Score, still perspiring, was genuine and
fascinating.
The lessons thai might he taken from the aforementioned
characters have, I believe, a bearing on political rallies which
musl be televised. First and Foremost, an individual who
demonstrates restraint as well as respeel lor hi- opponent
and. al the same time, admit- to a smidgeon ol human falli-
bility is one that the public will lake to it- heart.
No politician has ever learned tlii- lesson. Heretofore
tin- didn't matter since there was no close-up scrutinizing
by million- (in their home- I helore tele\i-ion. Now. how-
ever, an overbearing attitude, a pompous egotism, and
mouthed-but-not-meanl cliches, exposed via the t\ camera,
blatantly and all too clearl) come through for what they
i Please turn to page <> I I
SPONSOR
I , SEPTEMBER L956
A MODEL OF PROGRESS
S3" l"^
ism
Here is a model of WRC and WRC-TV's new $4-
million plant — the first ever built from the ground up
specifically for Color Television. This is another giant
step in NBC's development of complete local facilities
for nationwide color-casting. By Fall of 1957, NBC's
key stations in the Capital will be serving their adver-
tisers, their audiences and the nation from the most
advanced structure of its kind.
For advertisers, it represents the newest, most dynamic
approach to a market of consumers with the largest
family income in the country.
For Metropolitan Washington, it represents an oppor-
tunity to see live, local programming in Color, supple-
menting NBC's network Color service.
For the nation, it represents the prospect of seeing
important events and personalities transmitted from the
Capital with the total realism of glowing Color.
This is the building to keep your eye on. It is an integral
part of booming Washington. It promises a brighter,
more colorful future for your product, your customers
. . . and i/ou.
WffO 3 flQ WI€C_TV ■ ■ ■ SOLD BY INBCI SPOT SALES
NBC LEADERSHIP STATIONS IN WASHINGTON, D.C.
SPONSOR • 17 SEPTEMBER 1956
C. Schmidt
39 all new half-hour action-packed motion pictures filmed on location with thd
cooperation of Nevada's law enforcement agencies. Vivid scenes of Mojave des
Virginia ( !ity, Lake Tahoe, Reno, Las Vegas offer backdrop for thrilling adventuj
for a total
f 71 markets
How about
you?
gate... and
|:t Now for
I '57 ahead
lilt
FN M SYNDICATION
MEDIA DIRECTORS WHO MATCH BUDGET
ALLOCATIONS TO CHANGEABLE MARKET DEMANDS ARE
ON
AS A BASIC
ADVERTISING
MEDIUM
ROGER BUMSTEAD, Media Director for MacManus, John and
Adams, New York, spells out his reasons for preferring Spot for
clients like White Rock, Good Humor, and Regent Cigarettes:
"EVERY PRODUCT AND EVERY MARKET PRESENT THEIR OWN
SALES AND DISTRIBUTION PROBLEMS. SPOT'S ADAPTABILITY
-VERTICAL, HORIZONTAL, SATURATION, WHAT YOU WILL-
POSSIBLE TO TAILOR
MAKES
CAMPAIGNS TO THE SPECIFIC
NEEDS OF SPECIFIC CLIENTS."
Inbcj
SPOT SALES
TV FILM -Radio Commercials? Call Hollywood 5-6181
The Song Ad Crew Is Ready!
At 6000 Sunset Boulevard, Hollywood,
Song Ad Film-Radio Productions has the
country's only complete-under-one-roof
organization creating ideas, music,
animation and live action for your
television film and radio commercials.
Song Ads has developed special ways
(no one else has 'em!) of working
successfully by mail and phone with
agencies in all parts of the U.S.A.
You and your client save travel time
and tost. You gain the creative and
production skill of a powerhouse group
„f iel > i on radio-film ad men whose
solving of other agencies' problems has
resulted in a String of success stories
yay-long. Write or call us collect. Now!
Film-Radio Productions
6000 SUNSET BOULEVARD
HOLLYWOOD 28, CALIF.
San Francisco: Russ Bldg — SUtter 1-
/I
fW\
VI
1
PJ/J
MADISON
sponsor invites letters to the editor.
Address 40 E. 49 St., New York 17.
ANDREA DORIA
Mam. main thanks for your incisive
and friendly column about our special
one-half hour on the Andrea Doria.
Frank Stanton
President
CBS
WHOSE WHOSE IN PICTURES
In fairness, one item must be added
to Hob Foreman's description (20 Au-
gust issue) of CBS handling of the
Andrea Doria disaster.
Mr. Foreman was exceedingh en-
thusiastic over the remarkable film
which showed the Andrea Doria slid-
ing beneath the water. So am I.
It should be recorded that this film,
which from the context of the column
i- credited to CBS. actualK came from
the camera of Cene Broda, a top cam-
eraman for I nited Press Movietone
News.
Mr. Broda was the man who was
there first and got aboard a Coast
Cuard aircraft carrying newsmen who
covered the sinking on a cooperative
hasis. His film was pooled to the in-
dustry .
I raise this subject because credit
for the splendid job should remain
where it belongs.
W. B. HiooiNHorii \\i
Manager,
I ./'. \h'i ielone \eu s
• Tvsn cameramen aeiuall\ photographed the
sinking. One was Gene Broda of UPMT, the
oilier \».i- l\m> Petri of CHS. Sinee Broda'l
film uraa pooled it also appeared on CBS.
RADIO RESULTS
We have been reading SPONSOR for
Mime time and ha\e used it in our op-
erations hen- at \\ \( 'II.
\\ e especiall) note and use the sec-
tion mi radio results which gives us
mam ideas.
Albert I.. C mmm
Manager
II ICR
Columbus, Mississippi
i Please turn to page Id i
12
sl-ONSOK
1 , SEPTI MIIKK 1956
ormerly WHAM-TV)
ENT TELEVISION
SPONSOR • 17 SEPTEMBER 1956
13
.TENMESSEE
Huge Gains in
Hometown Popularity
MISS.
^ BIRMINGHAM
PI
Number of Local Accounts More
Than Double Last Year's
First Seven Months
1956
397
1955
180
!
Ask your Blair representative
for a list of the Local Accounts
WAPI and WAFM represented by WABT represented by
John Blair & Co. BLAIR-TV \
FLORIDA
6A.
By Joe Csida
Ifoffi/it'ood pnekuae no threat to tv film strips
\.s this is being written, the ink has hardly dried on the
contracts between Arthur Loew and William Paley whereby
CBS o.-and-o. stations in New York. Chicago and Milwaukee
(and possibly in St. Louis and Hartford, if FCC approves
CBS"- taking over stations in those towns) are given the
exclusive and unlimited right for -even years to pla\ an\
of the 725 pre-1948 MGM feature length films in the Loew's
vaults | excepting, of course, Gone With the Wind and The
Wizard of Oz.) Mr. Paley's stations will pay Loew's, Inc.
about $11,000,000 for these rights.
Thai broadly-smiling, hearty and hustling Irishman.
Charles "Bud" Barry, who is v. p. of Loew's new tv division.
MGM-TV, at the same time, has utilized vast amounts of
sunshine he accumulated while employed in key positions
with ABC, NBC and the William Munis Agency to manu-
facture hay in additional million dollar deals for the same
rights, involving the same films with Triangle Publications
[Philadelphia Inquirer (for their four stations in Philadel-
phia. New Haven. Binghamton and Altoona; King Broad-
casting for its stations in Seattle and Portland; and KTT\
in Los Angeles. There i> no reason to feel that before this
piece sees print Messrs. Loew, Barry and their associates
will not have made the same leasing arrangements for these
725 pictures with other telecaster-.
Just before WCBS acquired the New York right- to the
films, the Loew's wrere in negotiation with WOR-TV, who
were eager to acquire the Gotham exclusive to these movies.
And this, notwithstanding the fact that e\en without the MGM
product, the Tom O'Nei] New York station i- already pro-
graming out of a total weekly program schedule of 117'_>
hour- over 75 hours of feature film.
And with Loew's punching up new multi-million dollar
leasing arrangements on its product there is no question
that 20th Century Fox will shortly dump another vast catalog
of its pictures into the tv pot.
All of which has resulted once more in much hand-wringing
on the part of certain tv film producers and distributors.
Hence it may be well to scan the current programing horizon
to determine whether the lament is justified that all this fea-
ture film product will make it impossible to find time for a
(Please turn to page 60)
this "
bird
in
the
hand
is
worth....
SPO.N-OK
17 SEPTEMBER 1956
15
. . . more
sales
for
you
in
Philadelphia
Figuratively speaking, Bill Givens, Vince
Lee and their canary-friend, "Rover," have
the Greater Philadelphia Area by the ear.
Morning and afternoon, Monday through
Friday, "The Rover Boys" entertain with
music and laughter, garnished with good
hard sell.
From 5:00 to 6:30 a.m., they spark the
dawn with favorite tunes, news, weather,
guest-stars, and the tinkling old plaver
piano that's practically their trademark.
From 5:00 to 6:00 p.m., they lighten the
late afternoon with the best in recorded
popular music plus their own special
brand of humor.
Between melody, comedy, and "Rover's"
trills, Bill and Vince sell for such lead-
ing and varied advertisers as American
Oil, American Tobacco, Best Foods, Capi-
tal Airlines, Dow-Coming, Fels & Co.,
Hotpoint, Quaker Oats, Reader's Digest
and Slenderella . . . sell to as many as
60,000 listeners per commercial at an end-
rate cost of 52c per thousand!
Let "The Rover Boys" get your sales on the
wing in Philadelphia. In New York, call
your NBC Spot Sales Representative for
a Radio-Phonic Spot Buying audition.
WRCV...
SPOT SALES
NBC Radio leadership station in Philadelphia
Lloyd E. Yoder, Vice President and General Manager
Hal Waddell, Sales Manager
f
e>.
9E
1S1
1 w ' *> \ - % (•'•.'•••••-••V ~w
L m \i'i----W <■£«.< ' - =41
49TH & MADISON
(Continued from page 12 I
CREATIVE THINKING ON WBKB
V.
m^0P:
=*£
'ijlrrifew'1
Professor G. Herbert True speaks on creativity
Our newest public service promo-
tion features Professor G. Herbert
True, on lea\r of absence from Notre
Dame I niversity, in a t\ show entitled
The Gold Mine between your ears.
The program consists of discussion
(without commercials) on creative
thinking — bow to recognize it. under-
stand it. kill it — and bow to be more
creative.
Professor True appears over our
station WBKB Chicago at 11:30 p.m.
Sunday.
Mrs. M. Wki.i.s
Polk Bros.
Chicago, Illinois
• SPONSOR readers «ill recall Herb True a-
the compiler of SPONSOR'S I -■/.■■•■'•.ion DiXionarj
Handbook published several >«-ars aun. Request!
for tin- dictionary arc -nil I., m- received and a
limited number of copies an* available at $2 eaaB.
CORRECTION PLEASE
Move over Harry. You too. Harold.
I've made a mistake also.
I know bow it feels to be stompefl
by an elephant, or kicked by a donke\.
I'm the guv that wrote the copy for
the WCCO advertisement thousands of
\ mi saw in 20 August issue of SPONSOR.
That {)~t' < in the second line of cop)
should really be 47' < . This means the
other percentage (the one in the foot-
note I should be 5.4.
It was simply a non-malicious mis-
take on m\ part. \nd I want to apolo-
gize to all of you.
This may be a unique situation. 1
think it's the first time in historj any-
one ever made a mistake in a trade
join nal advertisement.
Gene Godt
WCCO-Tl
\1 inneapolis, Minnesota
16
SPONSOR
17 SEPTEMBER 195(>
deluded in this group are such screen triumphs as..
PHONE: PLAZA 7-2100 • CABLE: NATTELFILM
AGO, IUINOIS
II N. Mithifaa Avtmt«
W. McfciM llitl
HOllYWOOD, CALIFORNIA
0711 I.»..i 11.4
Pk«w: C.«t»i.» l 11*1
MONTREAL CANADA
MM St. dlh.nrw Si.
Pkwi*: U.i.tc.itf tt«l
MEMPHIS, TENNESSEE
2405 Stirick U\\i\m%
nimi J«kiM t 15*5
BOSTON, MASS.
Sutler H«nl Offici lniUmf
Pkom: Llkwtf I M33
MINNEAPOLIS, MINNESOTA
1101 Corrit »rtmi.
Pk«M: f«jr,r.l 1-7013
^>
•
NTA
touches off
most
I I
jlar event
spectacular even
in television
programming history...
TA
55% More Than in 1950°
Now more than Portland, Ore; Birmingham,
Alabama; Columbus, Ohio or
Norfolk and Portsmouth, Virginia
combined.
San Diego has more people,
making more, spending more
and watching Channel 8 more
than ever before.
'Sales Management, 1955
KFMBtGjTV
REZ BROADCAST I '.i. ''-'^^^ ^^r p«m«n
SAN DIEGO
WRATHER ALVAREZ BROADCAST 1 '. i . [N
Edward Petry A Co., Inc.
SPONSOR
17 SEPTEMBER 1956
21
Coming to Miami?
(via plane, train, and/or time-buy .' )
don't miss the new WQAM
. . . newest of the Storz Stations
The state's oldesl station, serving
all of Southern Florida with •">.<•<)(> watts
on 560 kes.
For a uui(li'<] tour, talk to the
man from Blair or WQAM General Manager,
•lack Sandler.
THE STORZ STATIONS— President: Todd Stoi
PROGRAMMED FOR TODAY'S LISTENING AND SELLING
WDCY
WHB
WQAM
Minneapolis-St. Paul Kansas City Miami
Represented by John Blair & Co.
KOWH
Omaha
WTIX
New Orleans
Represented by Adam Young, Jr.
New and renew
17 SEPTEMBER 1956
New on Radio Networks
SPONSOR
AGENCY
STATIONS
.Olian & Broner, Chi
ie, Chi . __ —
te-Palmolive, NY Bates, NY
te-Palmolive, NY Esty, NY
tc-Palmolive, NY L&N, NY
tc-Palmolive, NY . Houston, NY
ix, Brooklyn Warwick & Legler, NY
NBC 180
CBS 203
CBS 203
CBS 203
_CBS 203
CBS 203
cl Calif Fruit, San Jose
A ic Co. Chi
I co, NY
Brisacher-Wheeler, San Fran CBS 120
Brands, NY
JWT. Chi
MC-E, NY
..Bates, NY
CBS 203
NBC 191
CBS 203
PROGRAM, time, itart, duration
.Mary Margaret McBride; It W 4:15-4:30 pm; 26 Sept.
thru 7 Nov
Backstage Wife; M-F 12:15-12:30 pm ; '2 spon; 3 Sept;
52 wks
Strike It Rich; M-F 2:30-2:45 pm; '2 spon; 3
52 wks
..Second Mrs. Burton; M-F 2:15-2:30 pm; '2
3 Sept; 52 wks
Our Cal Sunday; M-F 12:45-1 pm
52 wks
Road of Life; M&W 1-1:15 pm;
52 wks
Helen Trent; Fr 12:30-12:45 pm ;
52 wks
Robt Q Lewis; W 8-8:30 pm; 5
'/2 spon; 3
Vi spon ; 30
1 2 spon ; 3
Sept;
spon;
Sept;
I uly;
Aug,
.. seg; 12 Sept;
13 wks; Bing Crosby; alt Th 7:30-7:45 pm; 5 mm
seg; 13 Sept; 13 wks; Robt Q Lewis; Sa ll:05-12n;
5 min seg; 15 Sept; 13 wks
A Codfrey Time; W 10-10:15 am; 5 Sept; 13 wks
Various; 56 6-second anncts pr wk; 6 Oct; 3 wks
Backstage Wife; Tu-W-Fr 12:15-12:30 pm; '2 spon;
7 Aug; 52 wks; Our Cal Sunday; M-Tn-Th 12:45-
1 pm; V2 spon; 6 Aug; 52 wrks; Second Mrs. Burton,
M-W-Th-F 2:15-2:30 pm; '2 spon; 6 Aug; 52 wks
Benjamin B.
Banks (4)
jack
Cecil (3)
Renewed on Radio Networks
SPONSOR
AGENCY
Motors. Detroit for United Motors Camp-Ewald, Detroit
tte, Boston _._Maxon, Detroit
year, Akron Kudner, NY
ng Waters, Tulsa _ _. C. L. Miller, Tulsa
■ft & Myers, NY _ DFS, NY
;tt & Myers, NY _ _ DFS, NY
s Co, NY Kudner, NY
» of Prophecy, Wash, DC Milton Carlson, LA
;s of Healing, Portland, Ore _Century, Portland, Ore
STATIONS PROGRAM, time, start, duration
CBS 203 _ Lowell Thomas; M-F 6:45-7 pm; 1 Oct; 52 wks
NBC 191 , Boxing Bouts; Fr 10 pm-concl; 2 Sept; 43 wks
ABC _ Cratest Story Ever Told; Su 5:30-6 pm; 16 Sept
.ABC Oral Roberts; Su 2-2:30 pm
CBS 202 .. . Cunsmoke; Su 6:30-6:55 pm; \'2 spon; 12 Aug; 20 wks
CBS 210 Cunsmoke; Sa 12:30-12:55 pm; |2 spon; 18 Aug;
20 wks
ABC Met Opera; Sa 2 pm; 8 Dec; 56-57 season
..ABC . Voice of Prophecy, Su 9:30-10 am; 9 Sept; 5 wks
ABC Wings of Healing; Su 2:30-3 pm; 52 ks
Broadcast Industry Executives
NAME
FORMER AFFILIATION
NEW AFFILIATION
i I. Bennett
) ! Carruth
\t Cecil
I P. Cleary
I ard W. Coleman
) Curl, v
I ur H. Curtis. )r.
I A. Danzig
I De Waal
I ge W. Fuerst
I nan S. Cinsburg
lid Goldsmith
n Coodell
ge Craham
ge A. Heinemann
Hollihan
jacobi
Johnson
Jones
ir Katz
I A/eller 'Jake" Keever
> M. Keys
| e Krantz
I H. Kremer
r iam L. Lawrence
i ig S. Leon
• icrt W. Lester
I h R. McCawley
) iam K. McDaniel
L Montgomery
I Morse
» C. O'Friel
; cis X. O'Shea
' ert A. Ralston
I ctt E
f erick
|« W.
..llvin
I .. "Lud" Richards
I Rios
','. Russell
!ard M. Sea la
hy B. Schaechter
: Schofield
i B. Sias
k Steltcnkamp
Triangle Stns, Phila, reg sales develop director Same, exec asst to gen mgr
KOOL-TV, Phoenix Petry, San Fran, tv dept
WDXN, Clarksville, Tenn, Mgr Dixie Net, Jackson, Tenn, vp chg 7 am stns
NBC Rad, NY, prog director Same, gen prog exec
WNBQ-WMAQ, Chi, adv-promo-mrchndsng director WNBQ. Chi, mgr color sales
Wilson, Markey, England, San Fran, acct exec C. P. Hollingsbery, San Fran, acct exec
Hollingbery, Chi, head tv sales PCW, Chi, acct exec
NBC Rad, NY, prog planning-development director Same, prog dept head
WBBM, Chi, acct exec CBS Rad Spot Sales, Chi, acct exec
NBC Spot Sales. San Fran, sales mgr west div KNBC, San Fran, gen mgr
NBC TV Film, NY, adv-promo mgr Cal Natl, NY, adv-promo mgr
CBS TV Film, Chi, acct exec Same, branch mgr
Meeker, NY, sales NBC Spot Sales, NY, tv sales
NBC TV, NY, admin sales NBC Rad, NY, director sales service
WNBQ-WMAQ, Chi, prog director WRCA-TV, NY, prog mgr
ABC, LA, west div sales mgr Petry, La, rad sales exec
NBC TV Film, NY, pub mgr Cal Natl. NY, pub mgr
KLOH, Pipestone, Minn, prog director WFIN, Findlay, Ohio, prog director
KYW-TV. Cleve, prod mgr KDKA-TV, Pitts, prog mgr
CBS TV, NY, research director Same, vp-daytime progs
NBC TV Film, NY, natl sales mgr Same, sales director
WNBQ-WMAQ, Chi, sales director ..Same, adv-promo-mrchndsng director
WRCA-TV, NY, prog director Screen Ccms, NY, home office director prog development
CBS Rad Spot Sales. Chi. acct exec Same, sales develop mgr
NBC TV Film, NY, prog-prod mgr Cal Natl, NY. east unit prog dvelop director
KTYL, Mesa, Ariz, acct exec KPOK, Scottsdale, Ariz, sales-service director
Mich Hospital Serv, Detroit, sales W|R. Detroit, sales
Ev Star News, Wash. DC. promo art director WRC AM-TV. Wash, DC. adv-promo mgr
KNBC, San Fran, gen mgr NBC Rad, NY, in chg sales
KIKI, Honolulu, sales KCMB. Honolulu, sales
.Smith-Candy Ford, Seattle, sales KTVW, Seattle, acct exec
WBC, NY, exec staff KDKA-TV. admin asst to vp
.Kagran, NY, gen mgr Cal Natl, NY, mrchndsng director
CBS TV, NY, exec producer Same, net programs director
WBZ, Boston, natl acct exec RAB. NY. natl sales exec
I Ceorge A.
_. ? Heinemann (3)
B. Calvin
lones 13)
KRKD. LA. comml mgr
KFDM AM-TV, Beaumont. Tex, prog director
WFBC AM-TV, Altoona, prog director
H. Koch Adv. NY
KXLA, Pasadena. Cal. comml mgr
PCW. Chi. acct exec
WW) -TV. Detroit, sales
_KITO, San Bernardino, Cal, gen mgr
Same, local sales mgr-asst ops mgr tv
Same, gen mgr
WKNB, W Hartford, promo-pub relations
KRKD, LA, comml mgr
PCW, NY, acct exec
',-mc & WW), sales develop mgr
SPONSOR
17 SEPTEMBER L956
23
17 SEPTEMBER 1956
Xoiv and renew
William L.
Lawrence (3)
Ceorge C.
Newmann 5*
Paul G.
O'Friel <3>
Francis X.
O'Shea (31
Donald |.
Tragcscr (3)
Arthur R
Trapp '3)
3. Broadcast Industry Executives (continued)
NAME
FORMER AFFILIATION
NEW AFFILIATION
Cal Stewart
John St illi
Donald ). Trageser
Arthur R. Trapp
Earl Wennergren _
WOWO, Ft Wayne, anncr-mc
KDKA, Pitts, sales mgr
KDKA, Pitts, sales _
CBS TV, NY, acct exec
Rocky Mntn News, Denver, am-tv columnist
Same, news-special events director
KDKA-TV, Pitts, sales mgr
Same, sales mgr
Hoag-Blair, NY, acct exec
KLZ AM-TV. Denver, pub relations director
4. Advertising Agency Personnel Changes
NAME FORMER AFFILIATION NEW AFFILIATION
Benjamin B. Banks R&R, NY, vp-acct super B&B, NY, vp-acct super
Cordon F. Buck FCB, Chi, asst gen mgr branch office Same, vp-media director
Tom E. Chantron __ Kraft, Chi, prod mgr Earle Ludgin, Chi, acct exec
Lloyd C. Chapman KDKA-TV, Pitts, sales mgr Vic Maitland Assoc, Pitts, director am-tv ops
Henry C. "Jack" Childs WKY-TV, Okla City, writer-prod-director Erwin Wasey, Okla City, am-tv director
Horace Curtis BBDO, NY, vp-acct super B&B, NY, vp-acct super
Ransom P. Dunnell DArcy, Chi, head am-tv Humphrey, Alley & Richards. NY, am-tv director
Robert F. Hussey FCB. Chi, vp FCB, Detroit, media acct exec
|ohn M. Klock Lufkin Rule, Saginaw, adv mgr Allman Co. Detroit, media-research director
Henry A. Mattoon Reach, Yates & Mattoon, NY, pres Mc-E, vp-chm mktng plans bd
Henry ). Opperman _ C. Wade, NY, tv prod Sme, am-vp director
William J. Raymond Ayer, Phila, prod dept Same, pins mrchndsng
Joe H. Serkowich Aubrey, Finlay, Marley, Hodgson, Chi, vp Same, director
Syl Sher Litman-Stevens & Margolin, Kansas City, acct exec Same, timebuying
Howard Webb - Grey, NY, media Ralph Allan, NY, media director
Timothy J. Stone LaRoche, NY, acct exec B&B, NY, acct exec
Edward M. Stern FCB, Chi, media Same, media mgr
Ethel Wieder .Biow, NY, timebuying super Compton, NY, timebuyer
Bert Zausmer _ .Pfeiffer Brewing, Detroit, sales promo-asst adv mgr Pitluk Adv, San Antonio, creative dircctor-acct exec
5. Sponsor Personnel Changes
NAME
FORMER AFFILIATION
NEW AFFILIATION
Dwight R. Anneaux Hotpoint, Chi, mgr builder sales
B N Barber Oldsmobile Div, Lansing, asst sales mgr
Philip M. Barns Y&R, NY
Ceorge 0. Clemson Oldsmobile Div, Lansing, reg mgr
Barbara Dilworth Atlantic Refining, Phila, mkt research
John C. Hager, Jr. Amcr Tobacco, Louisville, mfg ops mgr
Larry F. Hardy Philco, Phila. vp
J. Patrick Kane A. C. Spark Plug Div, Flint, mrchndsng mgr, oil filters
pumps
Ceorge C. Neumann David J. Mahoney, NY, vp
S. F. Mehring Oldsmobile Div, Lansing, req mgr
James W. Phillips Pacific Natl Foods. Seattle, sales-promo mgr
Harold W. Schaefer Philco, Phila, vp-appliance div
Whirlpool-Seegcr, Chi, mgr spec mkts
Same, gen mrchndsng mgr
Colgate-Palmolive, NY, asst director am-tv
Same, asst sales mgr, east
Proctor Electric, Phila, mkt research mgr
Same, director
Same, vp-consumcr prods div
Same, sales promo mgr
Good Humor, Brooklyn, mktng-prod develop director
Same, asst sales mgr, west
Bardahl Mfg. Seattle, adv mgr
Same, vp-gen mgr appliance div
6. New Agency Appointments
SPONSOR
PRODUCT (or service)
AGENCY
American Tobacco, NY
Armstrong Cork, Lancaster, Pa
B. T. Babbitt, NY
Food Specialties, Worcester
Foremost Dairies, San Fran
Gordon Baking, Detroit
Griescdicck Bros, St Louis
Lever Bros, NY
Max Factor, Hwyd
P&C, Cinn
Revlon, NY
Seaboard Drug, NY
Wayne Candies, Ft. Wayne
|. B. Williams, Clastonbury, Conn
Wilson Co. Chi
Wilson Co, Chi
-Herbert Tareyton cigarettes
building prods
Cameo
Pizzamix
all prods _.
Silvcrcup
beer
Spry & Instant Liquid Spry
..Sof-Set, Dri-Mist
Duncan Hincs Mixes
tv program — Most Beautiful Girl in the World
Mcricin
Bun Candy Bars
Conti prods
Ideal Dog Food, shortening, animal &
poultry feed, poultry
meats & cream soup
L C Cumbinner, NY
Ogilby, Benson & Mather,
DFS, NY
C. F. Hutchinson. Boston
BBDO. San Fran
N. W. Ayer, Detroit
Maxon, Detroit
K&E, NY
. Anderson -McConncll,
Cardner. St. Louis
C. J. LaRoche, NY
M. B. Scott, LA & NY
Kight, Columbus, 0.
DCSS. NY
U. S. Adv. Chi
NLB. Chi
NY
LA
24
SI'MNSOH
I , SEPTEMBER L956
KM
celebrates its / th
Anniversary with its
Color Television Outer KM TV i^ proud
to celebrate its seventh anniversary
September 1st, l»\ telecasting it> 1000th color
program. This big anniversary colorcast will
be another K M I \ exclusive first — the Mid-
western Olympic District Boxing Tournament.
Se\eu years ago K \1 I V joined in pioneering
black and white television. Continuing
it> pioneering spirit, KMTV now leads in
the color field, full} equipped with latest live,
film and network color equipment.
From arias to uppercuts — Two important
nationwide TV firsts were scored by
KMTV with local colorcasts of live
opera and boxing. Locall} produced
color plays an important part in
KMTV's dail) program lineup.
KMTV, Omaha's color pioneer, and NBC,
the nation's color leader, will continue
to dominate color television in the rich
channel 3 area. Cash in now on K M I \ -
leadership. See Pctrx today.
COLOR
TELEVISION
CENTER
KlffTV-
CHANNEL 3
MAY BROADCASTING CO.
NBC-TV
ABC-TV
OMAHA
Edward Petry & Co., Inc.
SPONSOR
1 I SKI'TKMBKR l'J.'ll')
25
NIGHT-TIME RADIO
IN LANSING
IS
"ERIK-O"
"HOUSE of MUSIC"
with Erik "O"
8:30 p.m. -12:30 a.m.
MONDAY THRU SATURDAY
POPS, STANDARDS,
JAZZ, NOVELTIES, R&B.
R&R . . . REQUESTS,
SPECIAL FEATURES,
GIMMICKS AND CHATTER
CALL:
VENARD
RINTOUL
McCONNELL
INC.
MUSIC . NEWS • SPORTS
IN
Lansing, Michigan
id: MM
I hi hi <{i> i< cf Goren
Advertising-merchandising manager, Lehn & Fink Div.
Lehn & Fink, New York
This fall Lehn and Fink is switching strategy in its use of network
television.
"Until April we sponsored the reruns of / Love Lucy at night,"
says dark-haired young Manny Goren. ad manager for the Lehn &
Fink Division of the parent company . which comprises all hut
Tussy and the Dorothy Grey lines.
"Our Sunday night Lucy show was successful as far as ratings.
We averaged 20 or 21 and at the same time, we had evidence of
increased sales in tv areas. But after cost ana\ Isis. we decided that
we preferred a more concentrated audience. Nighttime t\ gave us
lit' « women, who're our specific customers. Daytime, though lower-
rated, delivers 80'^ plus women. On a cost-per-1,000 basis this
may not compensate, hut on a cost-per-customer hasis. we're better
off with daytime."'
Based on this reasoning. Lehn & Fink will be sponsoring two day-
time shows this fall: Queen jor a Day and // Could Be ) on. both
NBG TV. The half-hour weekl) nighttime show provided Lehn &
Fink with three commercials, whereas each of the 15-minute weekl)
segments in the two shows gives the firm three commercials as well.
The major product Goren will he pushing in these two shows
(via McCann-Frickson l is L\sol. with a budget of Si million for
the fiscal year 1050-1957. Over 60' < of this budget is scheduled
for network t\ .
Although a young man in his late twenties, Goren has packed in
considerable sales and merchandising experience in his career both
prior to and after college. Despite his knowledge of tv's glamor
appeal on the retail level and the importance of local store follow-
through for advertising, Goren feds cautious about huge investments
in new .-hows 1>\ incdium-si/ed advertisers.
"Our aims are two-fold to increase store traffic and thereh\
increase -ales." sa\s he. "We led that the wa\ to do this with the
minimum ii-k on network t\ is b\ sponsorship of proven packages.
Hence, daytime participations are a logical answer."
\l home in Forest Mill- with hi- wile, \lareia. Goren tries to
ignore the pressures ol advertising. "But," he admits candidly, "If
you like a business, you re reall) nevei verj fat from the office,
no matter u here you go. * * *
20
SPONSOR
I i SEPTEMBER 1()">(>
WCAU means
PHI LADELPHIA
showmanship
Some people will always have a warm spot in their
hearts for the circus. Like us at WCAU-TV . . .
we started our own and called it "Big Top." Today you
know it as the "Sealtest Big Top," a network
show of 84 stations with a weekly audience of about
10,500,000. That kind of success story can be
yours at the local level. Because the same WCAU-TV
programming talent that created "Big Top"
and made it one of the highest rated network daytime
shows is yours to command, too. So when you
think of showmanship, think of WCAU.
WCAU, WCAU-TV The Philadelphia Bulletin Radio
and TV stations. Represented nationally by CBS Spot Sales.
By far Philadelphia's most popular stations. Ask ARB.
Ask Pulse. Ask Philadelphians.
SPONSOR
17 SEPTEMBER 1956
27
They're friends with
WRGB;
SCHENECTADY- ALBANY -TROY, IS SOLD BY
o
REPRESENTING THEME LEADERSHIP S7|
New York VVRCA,
Albany-Troy WRGB
Philadelphia WRCV,
Washington W'RC, f/\
Miami WCKT
Buffalo WBUF
Louisville WAVE.
df-million
families
KOMO, KOMO-TV
; KRCA
KPTV
)CO KNBC
KGU. KONA-TV
and any friend of theirs
is a friend of yours!
When WRGB's sales-winning personalities tell
their viewers about your product on their local,
live programs, it's neighbor talking to neighbor —
and the good word spreads fast! This fast: With
individual program ratings as high as 22.1 and 25.1,
according to the latest ARB, these eight super-
salesmen draw up to 78% share-of-audience, and
average an astonishing 56% share!
To viewers in the half-a-million TV homes of the
Schenectady-Albany-Troy area, these people are
next-door neighbors who chat about hometown do-
ings . . . entertain the family . . . swap favorite
recipes . . . pass along useful household hints. And
because their viewers set so much store by what
they say, a word from these folks means a warm
reception for your product in a circle of friends as
big as the 30-county, Northeastern New York-
Western New England market covered by WRGB.
Seventeen years of active participation in local
affairs has earned WRGB the audience confidence
that produces results for sponsors. And it's this
same close identification with community wants and
interests that benefits the advertiser in every mar-
ket served by an NBC Spot Sales station.
There's always something extra on the stations
represented by NBC Spot Sales.
! Sunnie Jennings and Ernie Tetrault — home fare —
Monday through Friday, 9:00-9:30 a.m. A daily serving
of news, interviews, recipes, household hints, fashions,
and special features of interest to homeviewers.
2- Earle Jerris — the earle jerris show — Monday,
Wednesday, Friday, 1:00-1:30 p.m. Songs and piano styl-
ings especially designed for daytime viewing.
Kathy Maguire — taste time — Monday through
Friday, 2:00-2:30 p.m. Planning, purchasing, and pre-
paring meals — a complete menu every day.
•*• Grant Van Patten — trader van — Monday through
Thursday, 2:30-3:00 p.m.; Friday, 2:45-3:00 p.m. "A
classified advertising page on TV," bringing together
viewers who want to sell and viewers who want to buy.
s- Glendora Folsom — s. s. glendora — Monday through
Friday, 5:00-5:15 p.m. Novel entertainment with a
nautical theme for children aged 4 to 14.
Bill Mulvey — bronco bill — Monday
through Friday, 6:00-6:30 p.m. Top family
fare— cowboy films from live western setting.
Garry Stevens — TV showcase — Monday
through Friday, 6:30-6:55 p.m. Music and
. special acts, featuring recording star Garry
I Stevens and his "After-Six Seven."
1
sflffl
C**»s
94 763 *
Indisputable evidence of pulling power resulted from a
television campaign just concluded by a meat packing
company over WBTW in Florence. Results: 94,763 post
cards poured into the station in 1 1 days!
AND only 1 1 of WBTW's loyal 29 counties were eligible
to participate in the voting for May Queen of the Great
Pee Dee. Fach piece of mail was a ballot . . . obtainable
only at grocery stores stocking Balentine Meat Products.
We weren't giving anything away . . . not even a free sample!
This one campaign offers positive proof of the influence
WBTW exerts in the Carolinas' fourth largest market.
Population in WBTW's 100 uv/m area is 1,347,800 with
51,248,435,000 in effective buying income.
This success story could have been yours. Contact
CBS Television Spot Sales or WBTW, Florence.
9
QSSIII
□DQIIll
ufcjieL* ■TTopTo
euwv
Jeffbrson Standard Broadcasting Company
I
TELEVISION BILLINGS ARE HEADED FOR $2 BILLION MARK BY 1961
1
S
-- s
y
s
r
s
,
'
y
^^^^ ^
j
1
■ ■ ' .
1949 1950 1951
1952
1953 1954 1955
1956
1957 1958 1959 1960 1961
Estimate of future tv billings — as projected by sponsor — was based on analysis of past rate "I
climb of tv and total advertising expenditures. The 1949-55 figures are from McCann'-Kriekson
TFs next five years:
will the boom continue?
The answer is yes. Some 1961 guesstimates: 46 million tv
homes, 57 million sets, possibly 33% color tv saturation
by Alfred J. Jaffe
\w ith television ownership due to pass the 75% mark this year, the thought ma\ have occurred to
more than one adman that, strange as it may seem, video growth is due to end soon.
After all, how can tv budgets continue to climb if the prime fuel for the tv boom — namely new t\
homes — becomes exhausted?
Therefore, it can be assumed tv will shortly find its long-term niche, settle in it, develop its tradi-
tions, fight for its conventional share of advertising and become a proper and respectable medium.
End of theory.
As logical as the above theory sounds, the fact is that more new tv dollars will probably be coming
into the medium annually during the next five years than during the previous eight. Like many fal-
lacious theories, the idea that tv will stop growing falls flat on its face because of failure to take into
account all the facts. The tv boom is fueled by more than new tv homes. It is sparked by new prod-
ucts, dynamic marketing, a healthy economy, a boom in babies and the sales effectiveness of tv
SPONSOR
17 SEPTEMBER 1956
31
TV's NEXT FIVE YEARS [Continued)
itself, which mean-, among other things,
t\"> abilitv to take monej away from
other media. And there are other fac-
tors, too. like color and the great po-
tential represented l>\ department
stores.
The result of all these factors is thai
t\. according to a SPONSOR projection,
will wind up bv the end of L961 as fol-
low-:
1. Total billings for the year ol
about $2 billion, or double the 1955
figure.
2. A saturation of 85' ! or about 46
million t\ home-.
3. Set sales, including both black
and white and color, totaling about 9
million for the year. Color sales alone
are more difficult to predict and in-
dustrj estimates range from 3.7 to 6.9
million, depending on how quickly the
particular estimator figures color set
costs can be brought down. If the
higher figure is correct, this will put
color tv home saturation at about
33%.
4. Total tv sets will come to about
57 million with extra home sets total-
ing conserv ativelv about 9 million.
This means that at least 8 million
homes will have two or more sets.
(Some sources believe the multi-set
home figure will be higher.! Another
2 million tv sets will be located in
public places.
5. The share ol |\ billings among
network, spot and local will not be
changed much from the present.
Shares will be, roughly, 50-25-25, re-
spectively close to present division.
6. The same big industrv groups
will continue to be the heav\ advertis-
ers in tv but a host of new products,
main of them not even a gleam in the
sponsor's eye today, will be plugged
heavilj on t\. One group of products
expected to be bijz will be branded and
packaged frozen meats.
I he predictions above have been
worked out b\ si'oxsni; after consulta-
tions with network, agencv and set
manufacturer sources. They are, frank-
Iv. guesstimates. But they are guessti-
mates based on the advice of informed
people. For those curious about the
art of crystal ball gazing, SPONSOR
draws aside the slide-rule curtain to
explain the method without the gobble-
dygook the experts often use to make
a simple thing sound complicated.
TvB's Oliver Treyz takes a look at television, present and future, s ess
• The question-and-answer colloqw)
at right is the verbatim text of a
SPONSOR iiticn icit iiiili Oliver Treyz,
president of the Television Bureau of
Advertising. In the interview, Trey:
foresees lis share of advertising rising
to 20% by L965, reveals some new
facts about daytime ti viewing /mints
i such as the fact that 40% of all ii
homes regularly watch video In-fore
9:00 a. in. i. predicts a greater empha-
sis on program selling m s/ioi n . sees
no dangei of << small group of indus-
tries dominating tv, forecasts a nitu-
• of color and certain industries.
Oj. U hat bin changes will take place
in television during the next five
years?
A. More revenue for television, par-
ticularly in the daytime.
Oj. Do you expect television billings
to climb at tin' same rate as in the
past?
A. In percentages no. In dollars, yes.
O. // hat would you guess tv billings
to be five years from nou ?
A. Well, certainly at a mimimum,
lhe\ should climb anothei billion dol-
lars, which is a conservative projection
ol an increase of two hundred million
dollars a year, which times five, is a
billion. Actually, the increase prob-
ably will be better than a billion, the
total more than double the current
television expenditures of slightlv over
a billion dollars a year.
O. To what extent nill television's
share of all advertising increase?
A. Well, right now our television
share ol all ad\ ertising is about 1 1 to
12',. We believe that within ten years,
or bj L965, thai television will ac-
count [or 20', of all monev invested
in advertising, and that within five
years, which is the span of time you
just mentioned, that it should be some-
where, perhaps at the mid point be-
tween 11 and 20%, or around 15-16%
of total advertising expenditures.
Qj. Where does the biggest potential
in television billings lie?
A. Daytime represents a larger share
of total viewing than it does of total
tv advertising expenditures. Daytime
circulation is growing at a faster rate
than night. Today, television's great-
est values — as reflected bv cost-per-
1.000 — are found in the daytime. Tele-
vision s daytime audience is consider-
ably larger than many advertisers real-
ize, and far larger than tv's competi-
tors would have them believe.
For example, over two oul of five
television homes regularlv view before
0:00 a.m. These are Nielsen undupli-
cated home figures for the first meas-
ured week in March of this year. \nd
each of these earlv morninjj television
homes watches one hour. 57 minutes
per week.
In the next three-hour span, between
9:00 a.m. and noon, more than -even
ol ever) 10 homes view television, and
of these viewing homes, the average
spends well over four hours per week
watching. Between noon and 3:00p.m.,
SI'OXSOH
I , SEPTEMBER 1956
\> iti all projections, certain as-
sumptions must be made. The big as-
sumption made in the predictions
above is that there will be no depres-
sion during the next five years or even
a major recession.
This may sound like a big "if" to
sonic people but it is obvious that, un-
it-- ibis is assumed, making projec-
tions could become a wild uame. The
fact i>. that while the experts know a
great deal about the past, they realK
know verj little about the future.
I litre are too many things to measure,
too main subtle factors that can't even
be pinned dow n.
However, large businesses must plan
for the future (and doj and must
make certain assumptions even if they
i Please turn to page 104)
TV TRENDS -FUTURE AND PAST
TV SET SALES, Ml LT1-SET T\ HOMES l«>5(>-l<)ol
Source A *
COLOR B&W
(000)
Source B
COLOR B&W
(000)
No. of tv
sets per
U.S. home
1956
250
7,300
200
7,300
1.12
1957
700
6,900
750
6,700
1.14
1958
1,940
6,200
1,350
6,200
1.16
1959
4,250
4,600
1,940
5,800
1.18
1960
5,500
3,500
2,900
5,400
1.20
1961
6,900
2,300
3,700
4,900
1.22
* Two tv set manufacturers supplied above estimates. Sourco A, a top appliance firm, cannot be
identified. Source 15 Is Sylvania. Latter figures come from Frank >vlvanla sales
' also chairman of ui .t\i \ Statistical Committee.) Source of
right hand column i> al rhicb oonsidei nservatlve
WEB, SPOT, LOCAL SHAKE BILLINGS 1949-1955
essive growth
more than 80% of all U.S. tv homes
natch during the course of a week.
In the noon to 3:00 p.m. period, each
viewing home watches an average of
five hours and 20 minutes per week.
Next, in the late afternoon, almost
nine of even" 10 homes view television
during the week. Between 3:00 and
6:00 p.m., these homes watch nearly
six and a half hours weekly.
Today, according to Nielsen, in tele-
vision homes, more families view day-
time television in one week than lis-
ten to all of radio, dav and night.
Furthermore, they spend more time
watching daytime television than lis-
tening to all of home radio around
the clock. This is even true on a Mon-
day-through Friday, as well as a
Sunday-through-Saturday basis. This
Nielsen comparison certainly doesn't
make radio look small; it merely puts
the new dimensions of daytime televi-
sion circulation into accurate "jul dra-
matic perspective.
i$. Hon can broadcasters best devel-
op this daytime potential?
A. By documenting the new values of
daytime television. And we are con-
centrating on helping them do that
job. The new sales drive in daytime
(Please turn to page 108)
Network
Spot
Local
°o tv spending
to all advertising
1949
50.9%
15.9%
33.2%
i.i%
1950
49.8
18.0
32.2
3.0
1951
54.4
21.0
24.6
5.2
1952
56.5
20.7
22.8
6.3
1953
52.8
24.0
23.2
7.8
1954
54.9
23.4
21.7
9.9
1955
52.7
25.4
21.9
II. 1
Increase
1837%
2830%
1170%
1000%
Source: McCarm-Ericksim Central Research Dept. as published In "Printers Ink."
SHARE OF NETWORK TIME BILLINGS BY TOP
INDUSTRY CATEGORIES 1950-1955
1950
1951
1952
1953
1954
1955
Food
16.7%
20.2%
18.7%
18.5%
20.1%
19.7%
Toiletries
10.5
12.9
13.7
16.0
15.6
18.2
Autos &
Accessories
13.3
8.6
8.6
9.3
9.1
11.6
Soaps, Cleansers,
Polishes
2.1
8.6
11.6
10.1
10.8
11.3
Smoking Materials
15.8
14.1
15.7
15.8
13.3
10.4
Household Equip-
ment, supplies
6.5
6.7
6.3
8.8
8.1
7.6
Drugs, Remedies
1.0
2.2
3.4
4.2
5.0
5.7
Total as % of all
network billings
65.9
73.3
78.0
82.7
83.0
85.0
Source: l'IR. irross time (before
How to make spot
radio and tv easier to buy
Simplification and standardization of spot buying processes
can encourage more advertisers to use the medium. Here are eight roads
toward improvement proposed by buyers and sellers of spot
*
A major step toward standardization
was taken in January when SRA
members agreed to use SRA-adopted
form. But until these standard
forms come into general use, buyers
must still deal with scribbled notes
Much duplicated effort stems from
delay between opening of time at
station and approval of order
by client. Recently initiated is
rep system of getting daily, up to date
availability report from stations
Many reps provide capsule biogs on
local talent, profiles of local shows
to help buyers make proper choice.
But source of complete informa-
tion i* the station, which must pro-
vide rep salesmen with sales tools
Booming tv business, say buyers,
has made some reps and stations
sluggish about supplying affidavits
of performance. Automatic
mailing of «uch affidavits would
up negotiation for make-goods
*
*
^/m.s the volume of spot radio and tv
buying has grown in the recent past,
the burden of work for buyer and
seller alike has increased, if not pro-
portionately to growth, still substan-
tially.
Manv steps have been taken by the
advertising industry to streamline spot
buying. Progress has been made, but
in spite of it, agency and client find
spot campaigns still rank among the
most time-consuming forms of adver-
tising in terms of their preparation.
While spot has been growing in
volume, there is little doubt that more
clients would be encouraged to use the
medium if the buying process itself
could be simplified, if lines of commu-
nication between buyer and seller
were smoothed out. To encourage
further growth of spot radio and t\.
SPONSOR has broughl buying problems
into locus periodically, with the inten-
tion of presenting constructive reme-
dies to buying difficulties.
Indeed, a number of steps have been
taken litis \ear to ease the strain of
placing major air media campaigns.
Media men both on the bin inn and
felling end of the industry note a
great increase in efficiency. However,
as the initial frantic rush into fall cam-
paigns begins to ease, the lime is ripe
for assessing the improvements and
evaluating problems still to be solved.
In the interest of providing a guide
to smoother spot Inning, sponsor in-
terviewed kc\ timebuvers at major
ncies, rep sales managers and sales-
men. These arc 1 1 ■< - most significant
findings to emerge from SPONSOR^
study :
• Many major agency snags to effi-
cient buying that cropped up fre-
quently in past surveys have been
solved. For example, the cross-section
of buyers interviewed say that they're
now in on the earliest stages of plan-
ning a campaign for an account. Fre-
quently, the buyers' recommendations
form the basis for the original media
appropriations. No longer do most
buyers at major and medium-sized
agencies work in the kind of hermeti-
cally-sealed cell — devoid of client in-
formation or contact — that they fre-
quently complained about a couple of
years ago.
• Efforts have been made in the
past year to solve certain mechanical
difficulties that plague both buyers
and salesmen. The presentation of
availabilities, for instance, has been
standardized by Station Representa-
tives' Association into a clear and
simplified form. (Unfortunately, this
form is being used by only a small
minorit) of reps to date.)
• Several reps have revamped their
traffic systems, thus becoming geared
to providing buyers with up-to-date
availabilities in a hurry. Bui in some
instances, lack ol continuous lines of
communication between station and
rep can slill prove to be major stum-
bling block- in setting up a campaign.
I imebuyers slill complain thai some
icps give them availabilities a week or
more old — availabilities which no
lonsrei exisl 1>\ ihc time the buyer is
ready to place the order for a client.
• Problems do continue to disrupt
the process toward speedy and eco-
nomic buying of spot radio and t\.
These tend to fall into two categories:
1 1 ) Those that can be solved relative-
ly easily by mutual consideration be-
tween reps and timebuyers. such as in-
telligent use of each others time. (2)
Those that will require concerted effort
of industry groups, like the "local
rate" problem and the time-consuming
confusion resulting from current bill-
ing systems.
Here, then, in detail, are the guide-
lines and constructive suggestions put
forth by the people daily concerned
with the buying and selling of radio
and tv spot campaigns:
1. Are your availability lists read-
able? The time-consuming job of
"shuffling through batches of avail-
abilities" has kept many a buyer at
the desk many an evening. Yet it
could require half tbe hours now need-
ed if all availabilities came in on neat
and standardized forms, with all the
required information typed in corre-
sponding parts of the page.
"When you're buying 50 markets, it
doesn't mean studying availabilities
from 50 stations," one timebuyer told
sponsor. "In fairness to our client
and the rep alike, we've got to con-
sider each station in the market. So
it might mean looking at information
and availabilities from 150 to 200 sta-
tions. When you've got that kind of a
job to do, you'll be peeved at the sta-
SPONSOR • 17 SEPTEMBER 1956
THIS WE
FIGHT
FOR
From SPONSOB
editorial platform
We fight for easier methods of
coordinating and launching
spot radio and t\ campaigns.
Much more spot would he
used if agencies could he shown
ways to reduce the details
presently inherent in these
potent media.
tion whose rep gives you a pencil-
scribbled note on what's open."
But steps have been taken to solve
this particular problem. Last January,
SRA introduced standardized avail-
ability forms which the rep association
worked out in conjunction with the
4A's radio-tv committee. These forms,
identical for radio or tv i but in two
different colors), provide name of the
market, station, channel I if tv), net-
work affiliation and date on top of the
page. Vertical columns indicate the
day, time and length of the availability
as well as the preceding and following
programs. There's also room on the
far right for ratings, when the rep
can provide them.
However, while the 16 members of
SRA have agreed to use these stand-
ardized availability sheets the) are not
yet in widespread use, because SI! \
members are first using up their old
forms. Another problem is that some
reps prefer their own availabilit)
forms for competitive reasons.
"\\ e feel that we handle the presen-
tation of availabilities in a more elli-
cient way than other reps," one sales-
man explained. "Why should we give
up this extra service to our agencies?"
i Please turn to page 7!! i
Buyers don't expect stations to
subscribe to all rating services, but
it would save them unmeasured
time if reps supplied whatever
ratings stations buy. Ideal would
be uniformity within each market
*
Mutual time-waste between buyers
and sellers could be reduced by
consideration. Buyers should not
keep reps waiting or receive multiple
calls during presentations. Reps
should keep sales talks to 10 minutes
*
When local dealers write client
they can get "price break," buyer
and agency's in trouble. Buyers say
reps should keep stations in line
and conforming to uniform local
rate standards for their clients
*
The latest 4A's contract is generally
in use, but some agencies and
stations add own amendments, thus
increasing buyers' and sellers'
paperwork. Centralized billing sys-
tem is future hope of the industry
1$ blank
Adinen polled b.v SPONSOR on control
New yimniichs everywhere, but no exeitement
"PEEPIE-CREEPIES" AND "WALKIE-TALKIES" WERE ON
HAND TO COVER TENSE MOMENTS, BUT THOSE MOMENTS
s< [RCE. PORTABLE GADGETS IN ACTION PHOTOS: {TOP
OF PACK) CBS; (ABOVE) ABC: ( BELOW) NBC
M he coverage of few public service
events in the history of air media
lias kicked up such a furor among
the lay and trade press as the re-
cent Democratic and Republican
conventions. In none of this criti-
cism was there any pointed reflection
on the quality of the job performed
by the networks. The questions
raised had to do with (1 ) the
audience pulling power of the two
events, (2) the judgment of the net-
works in simultaneously blanketing
the air for almost two consecutn e
necks with around 180 hours oj
n single topic to the exclusion of
regular programing and (3 ) whether
such coverage projects are sound
economic bins for advertisers.
Because of the intense controversy
that the subject has stirred within
advertising circles itself and spec-
ulation as to how the incident
could shape future sponsor par-
ticipation in similar public serine
projects, SPONSoi; embarked on
'he follon ing roundup.
,
r
SPONSOR estimates networks lost 53,000,000
Estimated rebates from pre-emptions
ABC $1,500,000
CBS 4,000,000
NBC 3,500,000
TOTAL
Estimated costs "I covering conventions
If
(.rand total of rebates and coverage $14,500,000
Received from convention sponsorships
ABC ...... $3,000,000
CBS 4,000,000
NBC 4,500,000
TOTAL ....$11,500,000
Estimated out-of-pockel cosl foi 3 nets $ 3,000,000
J
nvention coverage an audience
[oil by convention coverage see sharply bobtailecl version in 1960
Jm. psychologist once wrote: "A cap-
tive audience is a resentful audience.
Compond the status of captivity with
the element of dullness and you can
have the making of an explosion."
Did viewer reaction to the networks'
blanket coverage of the recent Demo-
cratic and Republican Presidential con-
ventions have the earmarks of such an
explosion?
In rounding up opinion and analysis
on the after-affects of the conventions,
SPONSOR encountered many conflicting
points of view. But it found this almost
unanimous appraisal: There had been
more or less of a viewer explosion and
its repercussions may have sharp effect
on (a) the dimensional nature of
future important public events tele-
casts and (b) sponsor participation in
such events.
The circle of sponsor's person-to-
person inquiry included agency men
presently concerned with handling cam-
paigns for political candidates, spon-
sors of the two conventions, repre-
sentative agency executives and ad
managers, network public service
directors, marketing experts and re-
search people. Reduced to thumbnail
notations, here are the highlights of
sponsor's findings :
• \s far as Philco is concerned, this
was the last time it would underwrite
slem-to-stern coverage of the Presi-
dential conventions. It looks forward
next time to doing a selective job,
sponsoring but part, or the highlights,
of the proceedings.
• All advertisers who participated in
the convention broadcasts, which in-
cluded radio, are convinced that, re-
gardless of what the audience ratings
ma) show, the quid pro quo was ver)
satisfactory. The coverage brought
them prestige and sold goods.
• The expert!) mounted and rehearsed
tv show is not the answer to making
blanket coverage of a public service
or political event more palatable to the
\ icw ing mass.
• Repetitiousness and ballyhoo ma)
du\l the mind, but the freedom of
choice in viewing fare can't be balked
with impunity.
• The novelty of convention hoopla,
including floor demonstrations, lias
worn off: two weeks ol incessant ora-
tory can't be equated with a saturation
campaign for a new product, and the
viewer apparently prefers his politics
in smaller doses. Out of these attitudes
ma) emerge a decided capsulizing of
political campaigns, as far as televi-
sion itself is concerned.
• The release of data from the various
research services on viewing during the
convention did anything but clarify
the audience measurement picture. It
onl) added luel to the debate whether
or not television had laid an audience
(*arar
--■
© \ iewcr reaction during the eon-
\eulions max be casting shadows of
things to come as far as the actual
Presidential campaign is concerned. It
ma) be found thai set-owner- -hied
awa) from the flood of electioneering
fanfare and that television's role as an
omnipotent instrument for political
persuasion has been over anticipated,
I" -a\ the least.
Following is a pro and eon digest
of what the experts and the convention
participants said to sponsor about the
\arious facet- ol I he controvers) :
Was the convention oversold?:
I bis topic caused quite a dh ision of
opinion. Quite a few of the agenc)
sponsor
SEPTEMBER 1956
37
people and even one ol the convention
sponsors thought it had been. They
pointed out that for weeks, and even
months, before the conventions, there
was an avalanche of publicit) building
up the welter ol new technical gim-
micks thai the networks were planning
in unleash al the conventions — "peepie-
i reepies, other portable cameras,
scores of them in action all over tbe
convention site and around tbe coun-
try. The viewers took in this displa)
ol mechanical wonders and then asked
themselves, "Well, that's interesting,
but where's the exciting -how to go
with it?"
I be network- counter this over-
buildup charge with the statement thai
the advance publicit) was in keeping
with an e\ent ol such magnitude, and
anj way, it s to be imagined how much
duller the coverage would have been
aftei Chicago if it weren't for the by-
pla\ afforded b) tbese new contrap-
tions. Said one network, as comeback:
"\\ li\ not la) the blame where it be-
longs. We didn'l program or run the
conventions; we onl) followed the
news where it was to be found and
tried to make it as stimulating as
possible."
A pertinent quote on tins angle is
from a column by Dorothy Schiff,
publisher of the \<-u York Post. She
wrote: ••The networks deserve a vote
ol thanks for their major contribution
to political education by their exlen-
si\e and e\pensi\e coxerage of both
conventions. It is now reported that
the people were not appreciative of the
three-ring circus. The fault lies more
in public apath) about politics and
the performance of the politicos than
in the qualit) of the broadcasting. The
first and last sessions of the Demo-
cratic convention were trub dramatic.
\hnost all of the Republican convention
was deadb dull, perhaps because Mac-
Arthur and McCarthy stayed home this
time." (See 3 Sept. 1956 sponsor
editorial. "Convention Lesson."" page
112.1
ISeivs papers' needling and rating
jumble: As the Republican meet
approached its curtain, newspaper
[Please turn to page 96)
WHAT THE CONVENTION SPONSORS SAID ABOUT RESULTS
Westinghouse
For official release:
Business-wise, the convention coverage promises to be a good buy
' traighl cost-per-1,000 basis . . . even better tin- year than in
1952. \ quirk measurement of how much business convention
ige created on dealer floors: we bought 1,000,000 ice slice
is traffic builders. We shipped 650,000 to dealers before the
conventions opened. Before the Democrats ran down the curtain,
dealers in many cities were replenishing their depleted stocks of
ice trays. The television-radio division reports marked movement
nf their convention specials was so much so that one model i-
sold out completely already. We expect this activity In continue.
Sotto tore: 1 monumental merchandising project like this (it will
t><- ainiim/ $10 million when all the CBS unit promotional chits arc
totalized) can't help hut rebuild dealer relations ajtei a strike such
as lie hail. Hut it could lie thai the., conventions itere overballr-
hooed in contrast with what actually happened, particularly San
Francisco, am! the television audience has become too sophisticated
to care about political revivals. Perhaps they're even apathetii
about the ela tions themselves. I960? Too far off lor any one to tell.
Philco
For official release:
I he shipmi nt "I tv rei eiv< rs i" dealers from distributors during the
two weeks of tin- conventions doubled over what it had lien for the
• two weeks. A quick check on the distribution of all Philco
s,,tto voce: It is very doubtful whether we'll again be interested in
sponsoring political com cations on a blanket basis. Is it looks
e'll rathe} be inclined to buy parts oj a convention's coverage
altei the actum I, s have got tOgethei and agreed na what pails ol a
convention to carry. We don't thinh the procedure d all networks
covering the conventions in totality will evei occui again. II e don't
appliances showed an increase during and immediately after the
conventions. Hovi much we are not prepared to -ay at this time.
However, ue know that tin- broadcast 1 -ted -ton- traffic.
I. now u In ue should haic to sponsoi some boring Congressman
trom Oklahoma, So fai ue haven't received any letters from viewers
hi listeners objecting to blanking out othei programing, but we're
convinced thai blanket coverage as prevailed this year isn't eco-
nomically best loi this company. (Philco later decided not to com
p/ete plans to sponsoi elation return. Huii I, tool, over.)
Sunbeam
Official and only viewpoint:
Very happy with i met reactions. \ substantia] rase oi
demand l"i tin- new Golden Clidei Shaver was demonstrated during
Mm convent i I report a tremendous amount of in store
and till pin. in inquiries about tlii- product a- viewed on i\ screens.
I In- convention did mure for us among dealers than anything we
previous!) sponsored on television. We haven't anj evidences ol
viewei plaint about monopolizing tin- air with blanket coverage
■ ■I ili.' conventions. \- for 1960, that's much too fai nil to -peculate.
SPONSOR
-i en Mid n l(>.,(,
low yon can buy radio by ear
NBC Spot Sales adds a new dimension to program presentations
with Radio-Phonic* Buying designed to simplify show seleetion
1%. greatly simplified form of program presentation has
been introduced by NBC Spot Sales. By merely dialing a
telephone number timebuyers will henceforth be able to
request an audition of the radio show they want to hear
without ever leaving their desks.
Called Radio-Phonic Spot Buying, the new service has
just been announced by John H. Reber. director of NBC
Spot Sales. It enables timebuyers to hear samples of more
than 75 programs broadcast by the 10 radio stations rep-
resented by NBC Spot Sales.
By giving timebuyers opportunity to actually listen to the
shows they are thinking of purchasing NBC hopes to sim-
plifv and speed up the timebuyer's job. Says Reber, "Radio-
Phonic Spot Buying adds the extra dimension of perform-
ance to the basic program information which timebuyers
receive. It supplements the printed format sheets, com-
parative ratings and cost-per-1.000 figures which help him
reach his decision when purchasing spot radio time."
All that a timebuyer has to do to hear an audition of
{Please turn to page 1071
Benton and Bowles' assistant media director, William Murphy,
auditions an out-of-town NBC Radio program from his desk
while NBC Spot Sales' Paul Maquire stands by to check Mur-
phy's reaction to the new NBC Radio-Phonic buying service
NBC's "closed circuit di>k jockey," Anne Frost, in charge of
the 75 transcriptions representing local programing of 10 radio
station handled by NBC Spot Sales. Transcriptions can 1»-
auditioned for the price of a phone call to M5( ! Sp.it Sales
SPONSOR
1 i SEPTEMBER 1950
George S. Dietrich, director "I NBC
Radio Spol Sales monitors a time-
buyer's request for an audition
39
Appearances at Standard-Humpty Dimipty stores by Miss Jane and Humpty Dumpty attract as main as )..">(!() kill- at one time
WHAT'S YOUR FILM SHOW IDENTIT
STANDARD HUMPTY DUMPTY PRESENTS...
Souvenii "bag stuffers" calling attention
to Looney Tunes shown over The llunifii\
Dumpt) Show '\'< double dutj li\ advertising
Standard-Humptj Dumpt) products on
their reverse sidi
aa 0
WITH MISS JANE
~\ .& 830-900ajn
MONDAY
tim FRIDAY
Ki
M'<i\soi< • 1 « SEPTEMBER L956
In Oklahoma City, an ancient nurs-
ery rhyme is being rewritten by the
staffers of WKY-TV and the managers
of the Standard - Humpty Dumpty
Stores, a chain of 33 supermarkets.
Sales figures, too, have been rewritten
with a 35% increase for Dennis Do-
nuts and a 65% jump for Humpty
Dumpty Ice Cream.
Instead of falling irreparably from a
wall Humpty Dumpty (circa 1956) has
become a tv salesman for the stores
that have annexed his name. Although
Standard-Humpty Dumpty has been on
television since 1950 it was not until
this year that the chain has capitalized
so extensively on its name.
Top management of the Oklahoma
supermarket chain has long been sold
on television as an effective medium
for moving their merchandise. Their
faith is evidenced by the fact that
Standard-Humpty Dumpty is the old-
est continuous program advertiser on
WKY-TV. Seven years ago the groc-
ery chain entered the tv arena with a
15-minute program telecast once a
week. Since then, the company's spon-
sorship of tv time on channel 4 has
risen steadily to a peak of five and
one-quarter hours a week in 1956.
It still includes two double A half-hour
syndicated shows and a weekly hour
and 45 minute feature film.
Despite this healthy amount of tele-
vision activity, company officials gen-
erally felt that an effective means "f
identifying the store name and mer-
chandise with their tv efforts had not
been fullv realized.
Advertising manager C. M. Bresne-
hen passed the word along to WKY-
TV's account executive, W. J. Willis.
Bresnehen pointed out the needs of his
company and emphasized the point
that "It's vour job to pull people into
the stores. After that it's our job to
sell them."
In the meantime, program director
Robert Olsen had been looking around
for a format for the stations newly
acquired Guild Films' Looney Tunes
package. Olsen asked Willis if he
could market a regular series featur-
ing Miss Jane (a role portrayed bv
Marj Hawkins! and the cartoons.
Willis suggested that if they also intro-
duced a Humpty Dumpty character,
the series might prove to be just what
the supermarkets were looking for. At
a subsequent meeting, Joe Jerkins,
WKY-TV production supervisor; Nick
Panos. art director; Marj Hawkins,
and Hi Roberts, the announcer who
was to portray Humpty Dumpty, put
their heads together and outlined a
format for the show.
Humpty Dumpty had to be created
from papier mache which was applied
to an egg-shaped framework with holes
for Hi Roberts put his arms and legs
I Please turn to page 72 I
litfrSKjif
1 8-30 m*»'^ r* — ' ,
i m
' « . - . _ u
Point-of-sale posters ii<' in supermarket,
product ami tv show fur thrci-uav identit)
Standard-Humpty Dumptv supermarkets
arc established Oklahoma < itv landmarks
V
OTIENT?
HAVE YOU BEEN WONDERING HOW
TO BUILD AROUND A LOCAL FILM SHOW?
HUMPTY DUMPTY SUPERMARKETS COULDN'T
PUT TOGETHER MORE TIE-INS IF THEY
USED ALL THE KING'S MEN
Local show-built-on-film formula catching on
Guild Films' Looney Tunes are as important to The Humpty Dumpty
Show as the giant egg himself. Syndicated in about 140 markets,
Looney Tunes have been used in a variety of formats. The names of
a few roughlv indicate how stations have created programs to fit
their markets. List includes: KLZ (Denver) Sherrifl Scotty; \\ CCO
(Minneapolis! Axel & His Dog, and KSI. i Salt Lake Citv I Funtime
Express. WCAU (.Philadelphia l integrates cartoons with Mr. & Mrs.
show on weekdays and on Saturdays with Carney the Clown.
nffllltlllllllllllllllllllllllllllll Illllllllllll IIIIHIIIIII l:;illinuillll!lll!lllllllllllllllllllllllllllimilllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll IIIIIIIIIIIIIIIIIIR
SPONSOR • 17 SEPTEMBER 1956
II
Th<
question as we boarded the train was: How would Bridey react when she hit Madison Avenue?
By Bill Miksch
THE DAY THEY FOU
WHEN A HYPNOTIST TRANSPORTS HIS SUBJECT TO THE SE
Lift that boom! Tote that telop!" /hide) shouted, achieving trick shots with tin
j&tff
/ -*
12
SPONSOR • I i SEPTEMBER l(>.")r>
Illllllllllllllllllllllllllll
# "The search for Bridey Apple-
bauni" which appeared in 6 August
1956 sponsor recounted the hypnotic
experiment in which an 11-year-old
Bucks County, Pennsylvania, farm girl
was transported sideways through time
into another existence as a Madison
Avenue timebuyer. The stir it caused
in psychical research and advertising
circles has been considerable. "/ only
wish I could hypnotize a few timebuy-
er s!" was the comment from a well-
known station rep. "The Bridey Apple-
baum case has set mesmerism back
three centuries!" said Dr. Fringetassel
Smock of the Poughkeepsie Society of
Parapsychology and Beekeeping. Said
the head of a 4-A's agency. "The very
idea of an W-year-old timebuyer is
preposterous," to which a soap-chip
client retorted: "\<>t if you'd seen
some of the buys Pve seen!" Such
coments, together with the general air
of skepticism which has rewarded his
efforts, wounded the professional pride
of the author-hypnotist lo such a de-
gree thai he has conducted a second
experiment to authenticate the first.
In this experiment, he decided to take
his subject, Estrellda McT engirt, direct-
h (and physically) to Madison Ave-
nue, the scene of her other existence.
So the search continues against the
better judgement of THE EDITORS.
iiiiiiiiiiiiiiiiiiiiiiiniiiii i iiiiiiiiiiinii it i i iiiiiiiiiiiiiiii iiiiiiiuiiiiiiiiiiiiii i i nm
iimiiiiiiimii iiiiii iiiiiiiiiiiiniiiiiiiiiiniiiiiiiiiiiiiiiiii
RIDEY APPLEBAUM
WllEBUYING, SOMETHING'S GOTTA GIVE
M. he train trip from Bucks Count)
to New York was as uneventful as
could be hoped for by one who had
in tow a child such as Estrellda Mc-
Teagirt. Up and down the aisle she
flew, dribbling water out of Dixie cups.
With her pony-tail streaming out lie-
bind her, she resembled nothing more
than a miniature Medusa, and no
doubt a few passengers who gazed
upon her were turned to stone.
Shortly after Hopewell. Estrellda
locked herself in the ladies room and
wouldn't come out until Newark. Dur-
ing this time, a quiet — broken only by
the conductor shouting through the
door at her — settled upon our car. and
I was able to give some thought to
how I would conduct this all-important
experiment.
In that first hypnotic experiment, m\
subject described in some detail her
other life as a timebuyer for Galway,
Ba\ & Grommet. I since ascertained
that there is such an advertising agency
in New York. So if I took Estrellda
there, induced another trance, and she
reacted familiarly to her surroundings,
then it would be proof positive that our
first "crossing of the bridge" had not
been a hoax. It is just what Morey
Bernstein should have done with his
Bridey Murph) — taken her back to
Count) Cork where she might have
gotten those "braits" and "mother
socks" straightened out and even iden-
tified doubtful "Dooley Road." Well,
b\ the time this trip was done, all those
who scoffed at Bride) Applebaum
would be eating humble pie with
chopsticks!
It wasn't until we stepped off the
train at Pennsylvania Station that I re-
membered I would need a lantern to
induce the trance. At that moment, a
trainman set down his lantern. 1
SPONSOR
17 SEPTEMBER 1956
scooped it up with one hand, and tak-
ing a firm grip on I si rellda's pon) -
tail with the other, plunged through
the crowds and out of the station.
I rossing town to Madison in the
rah. I tiit ned up the lantei n and b<
t tale ii gentl) about three in< hes
From Estrellda's nose.
"\\ c are going hack." I said, "bai k
through time and space
"I wanna see the Broklyn Dodgers!"
Estrellda wailed. "You promised to
take me to see the Dodgers!
""Later."' I said. "But for now, re-
lav and keep \oiir e\e on the lantern."
"Hey," .-aid the cabbie, "what's
going mi hack there./
"I'm about to turn the little girl i 1 1 1 « >
a timebuyer," I explained.
The cabbie braked to a ship. "I
asked what's going <m with that lan-
tern? \nw gimme a straight answer
or 1 call a cop.
"Well, the truth is." I lied, "the
little girl here wants to be a fire-eater
in a carnival when she grows up and
I'm getting her used to the heat."
The driver nodded. '"That's more
like it." be said.
"My name is Bride\ Vpplebaum."
Estrellda said in a far-away voice.
"'I am a timebuyer. I also am late for
the office, so step on it.
This time, Estrellda had slipped
across the bridge practical!) unassist-
ed! The lantern flame had probabl)
held over some post-hypnotic sugges-
tion from the first experiment. It u;i-
instantl) apparent that this little cab-
bage-picking, egg-candling hayseed
In. 111 the grass-roots ol Bucks Count)
was now complete!) at home in the
concrete canyons of Manhattan. Winn
we alighted from the cab at 54th Street,
it was all I could do I" keep up with
her as she darted unhesitating!) into
an office building, across its lobb) and
into the ele\ ator.
"Twenty-two," she snapped at the
operator.
M\ first view of the offices of Gal-
way, Ba) \ Grommet was breathtaking.
The decor was a careful blending ol
Earl) Bank of America with Laic Con-
rad Hilton. \l the end ol several acres
of primrose carpeting with a nap a*
lu-h as a Kansas wheat held, was a
desk. Behind it. sat I'd make book
on it — Miss Rheingold ol 1957.
I suddenl) Fell inadequate standing
here in the presence of all this heautv
in m\ train-wrinkled suit with m\ lan-
i Please turn to page I I- I
1 I
Spot radio hard-sell I
By limiting Easy Glamur's commercial content to two basic sales points
the Rockmore Agency sells with a minimum of aid to the competition
##"« a practical chemisl developed
a home-made rug and upholstery clean-
er into a 82.000.000 a year husiness is
the story of Jack Hosid and hisGlamur
Products Corporation of Syracuse,
New York, manufacturers of Easy
Glamur.
Beginning 17 September, the rela-
tivel) young product, which will cele-
brate its seventh birthday this Decem-
ber, embarks on a radio-tv campaign
that will absorb 100$ of the com-
pany's national ad budget. The cam-
paign will outdo last spring's which
saw approximately 65% of the com-
pan) s ad money go to radio and 5%
to tv. Except for local situations where
individual dealers and distributors bu\
co-op space in the print media there
will be no newspapers or magazines
used nationally this fall.
The switch away from print is the
result of in-store surveys held bv the
company during last spring's cam-
paign to determine which medium was
responsible for the most sales. Women
were asked at the checking-out coun-
ters of supermarkets where they had
heard about Easy Glamur. Their re-
plies were on the side of radio.
Jerry Kearns, advertising manager
for Glamur Products, told sponsor
how Easy Glamur has taken the lead
from its competition. In four mar-
lets the radio-created demand for
the product last spring increased dis-
tribution in hardware outlets from .">()
to 90% between January and Jul\.
During the same period, supermarket
distribution was increased from 10 to
90%. The markets include New
York City; upper New York State:
Madison-Milwaukee. Wisconsin, and
the Pacific Northwest. The latter in-
cludes Seattle, Spokane and Yakima in
\\ ashington and Portland. Oregon.
Before Jack Hosid entered the rug
and upholstery cleaning business, he
manufactured a water-softening appli-
ance called Water Queen Water Soft-
ener. Out of this greyv his itinerant
rug and upholstery cleaning business.
Going from house to house. Hosid's
men used the formula he had devel-
oped to do the cleaning. Ironically, if
he hadn't done the cleaning in the
I Please turn to page 4(> I
JPIIIIIIIII!lllllllllllllllllllllllllllllillll!IIIIIIIIIIIIIIH lllillillllllllllllllll
THE SILENT APPROACH
Emphasizing Easy Glamur's two-point sales
message was accomplished l>y Rockmore
Agency's imaginative ami calculated use of
•Silent air." Name and price of client's prod-
uct were made to stand out by surrounding
both with a pre-tested amount of quiet built
into transcriptions of company's commercials.
t
Rockmore Agency's merchandising f"i Easj
Glamur includes ilii- in-store display stand,
window streamers, post cards, letters
and throw awa> materials
Glamur Products president, Jack Hosid,
joins model and Easy Glamur announcer,
Norman Brokenshire, in a practidal
demonstration of the cleaner
SPONSOR
17 SEPTEMBER 1956
L5
homes of hi* customers, his business
might never have gotten further than
Syracuse. Winn customers saw how
easy the cleaner was to use they fig-
ured they'd be just as well off doing it
themselves and asked to l>u\ it.
Simply named Glamur i"T.as\" was
added a short while ago). Hosid's
i lcam i was first put up for sale in
Syracuse in December 1948. Eventu-
ally the market grew to include Roch-
ester and Buffalo and a number of
-mailer upstate New York towns.
Glamur got off to a modest start its
ln-t year 1>\ grossing in the neighbor-
hood of $15,000. This fall, radio and
tv advertising will cost 14 times as
much as the company's first vear gross
or better than $200,000.
During its early years Glamur's sales
grew largely as a result of the impetus
created by its own quality. It per-
formed as the manufacturer said it
would and it caught on.
Meanwhile a competitor appeared
on the market called Glamorene (SPON-
SOR 15 November, 1954. page 32).
Like Glamur, the newer product came
from humhle origins. It was produced
by a Miami, Florida concern which
only sold it to institutions until a big
break come along in the form of a
"Report to Consumers" published in
Reader's Digest for February 1952. A
few months prior to the Digest report,
Glamorene had entered the market on
a retail level and it had been brought
to the attention of the Reader's Digest
Research Corporation which put it
favorable results were printed, it was
through a complete test. When the
as if the millions of Digest readers had
been waiting for the product. Within
a year, sales reached $10,000,000.
\llhough Glamur and Glamorene
were distinctive in what each was
i apable of doing, they both share cer-
tain similarities. Not the least of
these has been their similar sounding
names. Litigation actually developed
when Glamur Products sued Jerclay-
don Inc. for infringing on their name.
A settlement was eventually reached
out of court in Glamur Products favor
though Jerclaydon was allowed to re-
lain the name. Clamorene.
I he similarities, including I rlamor-
ene's bluish coloring, posed particular
difficulties in advertising lot the Rock-
more < lompan) . of New i oik Cit) .
Produ< i similai ities tended to help the
competition as long a- Eas) Glamur
was striving foi sales leadership.
' Please turn i<< page 102 l
How much are Iowa families willing to pay for color tv sets?
WE ARE
All.
1K1IAX
VILLAGE
K.lliM
WII.T.I.VO TO PAT
1AMIT.IES
i UQLIBB
1 \MII II -
FAMIT.IES
Under $100
0.4
0.3
0.8
$101 to $200
4.4
4.7
3.7
4.1
$201 to $300
19.0
18.3
17.7
21.2
$301 to $400
19.8
17.0
25.8
21.7
$401 to $500
12.8
13.2
11.1
12.6
8501 to $600
3.0
2.8
5.0
2.2
$601 to $700
0.8
0.8
0.9
0.6
$701 to $800
0.5
0.7
_
0.6
Over $800
0.2
0.3
_
0.3
Haven't thought
20.5
21.5
17.3
20.5
Don't know
18.6
20.4
18.2
15.4
100.00
100.00
100.0
100.0
WHAT PRICE COLOR TV?
Color tv set manufacturers seem to have the right goal in mind
when they speak of lowering the cost of receivers for consumer
acceptance. This is borne out by the above chart, which is part of
the "1956 Iowa Television Audience Survey." conducted by Dr.
Forest L. Whan of Kansas State College. Study was done in two
parts: 1) How much Iowans are willing to pay for color tv sets and
2) Reasons for not buying color tv receivers.
All facets of study were based on 4,433 Iowa set owners who
reported that their families did not expect to buy color television
in the near future.
Their prime reason for not buying was high cost. It was given
by an almost equal percentage of respondents classified by sex, age
groups and geographical location. Overall percentage opposed to
color sets for this reason was 78.5.
Second reason given was that respondents were satisfied with the
performance of black-and-white. 11.2% of the total cited this. Great-
est percentage differential occurred within this answer. Only 8.1',
of the 21-to-35-year bracket mentioned black-and-white set satisfaction,
while 13.6% of the over-50 segment mentioned it.
Other objections raised were as follows: unsatisfactory development
of colors: not interested: dislike of color movies: respondent's being
too old; thought thai color t\ is hard on the eyes; too few programs
are telecast in color: respondent's poor health: recent purchase oi
black-and-white receiver: never heard of color tv: no particular
reason; no thought about purchasing color receiver.
It was found that among women, 43.695 hadn't thought about
color or "didn't know." Only 29.69* of men interviewed fell into
the same group. In addition, 61.1% of male respondents stated
they would be willing to pay between $201 and $500. 7.1', of the
women advocate this price range.
In general, it appears that regardless of sc\. geographical location
.■i age, about 3,500 of the 1,433 Iowans queried agree that present
prices of coloi t\ -et- aie not compatible with their budgets. * * *
Id
SPONSOR
17 SKPTEMBKR 1956
The Nation's Leading
Broadcasting School
Pro udly A nnounces
m
■
?MW
AWARDS
FOR 1956
PRESENTED TO
ED SULLIVAN
for Best variety show and
Best Master of C< r< moni< s
WIDE, WIDE WORLD
for offering gr< atest
contributions to creativ<
Television techniques
YOU'LL NEVER GET RICH
for Best new television series
STUDIO ONE
for most original teleplay
I LOVE LUCY
for Best comedy show
PRESENTED BY NORTHWEST
As Our Tribute to Those Who Have
Contributed Such Outstanding
Efforts to Excellent Television
Entertainment.
Northwest presents these "Stella"
awards as the result of a poll of
thousands of Northwest students of
Television, in every one of the 48
states. Who could be better quali-
fied to reflect the popularity of
these stars than these people from
every walk of life.
Yet these "Stella" awards represent
far more than popularity alone!
The people polled were all students
of Television, well versed in the re-
quirements of good Television pro-
gramming and astutely critical. So
these people and programs are
really stars — Tops in popularity,
Outstanding even in the construc-
tively critical eyes of the students of
their own media.
It's With Pride That Northwest
Salutes These Stars by Presenting
Them With These First Annual
Acknowledgments of Achievement.
The "STELLA" Awards for 7 956
Northwest commissioned the noted Norwegion artist,
Arvid Orbeck to design this award, depicting the
Greek masks of comedy and tragedy. The awards are
hand crafted in Sterling silver.
LAWRENCE WELK
for Best musical program
CAVALCADE OF SPORTS
for Best sports program
CLIMAX
for Best dramatic program
$64,000 QUESTION
for Best quiz program
YOU ARE THERE
for Best documentary
CONFIDENTIAL FILE
for Best public service
JOHN CAMERON SWAYZE
for Best news and special events
OMNIBUS
for Best education program
DISNEYLAND
for Best children's show
ARLENE FRANCIS
for Best women's show
7
NORTHWEST
RADIO & TELEVISION
CHOOL
HOME OFFICE:
1221 N. W. 2Ht Avenue
Portlond, Oreqon • CA 3-72*3
STEVE ALLEN
for Favorite television
personality
HOLLYWOOD, CALIFORNIA 1440 North Highland
HO 4-7822
CHICAGO, ILLINOIS 540 N. Michigan Avenue
OE 7 3836
WASHINGTON, D. C 1 627 K Street N. W.
RE 7-0343
"NEW FACES ON TNI
IATIONAL SCENE"
"The National Broadcasting Company will not soon for
the conventions ; within the trade at least it emerged as the
major winner. The far tor of novelty helped NBC; in its two
anchor men, Chet Huntley and David Brinkley, it had
comparatively new faces on the national scene. As person-
alities they clicked . . .
"First with Mr. Brinkley and then with Mr. Huntley
the NBC network injected the much-needed note of humor
in commentary. Pompousness in commentary on TV has
been a problem for a very long time; NBC moved away
from it and reaped the benefits." JACK GOULD,
Tfie New York Times— Sunday, August 26, 1956
". . . NBC has equalled and sometimes surpassed the punch
and footwork of the better-knowns. This is chiefly thanks
to the triumvirate of Chet Huntley, David Brinkley, and
Bill Henry, whom NBC has kept locked in the smokehouse
long enough. Any one of them could handle a daily network
news program. Brinkley, the least experienced, is the
'discovery' of the convention . . ." CHARLES MERCER,
Associated Press— Friday, August 17, 1956
"NBC's able Chet Huntley and young (36) deadpan David
Brinkley . . . this year teamed up for the first time to add
zest and drollery — a rare convention commodity — to the
otherwise dull goings-on." TIME— August 27, 1956
"A few bright spots of the TV coverage : . . . NBC reporter
David Brinkley's wry and terse comments . . ."NEWSWEEK
— August 27, 1956
". . . this year NBC's Chet Huntley and especially David
Brinkley, with his dry wit, figure to emerge with new
prestige." VARIETY— August 22, 1956
". . . nbc-tv's coverage of the convention immeasurably
superior, so far, to that of the other two networks . . ."
BURTON RASCOE,
Syndicated Columnist— Thursday, August 28, 1956
DAVID BRINKLEY, CHET HUNTLEY, AND THE ENTIRE
NBC TEAM OF TOP NEWSMEN WILL BE TOGETHER
AGAIN IN NOVEMBER WHEN THE CAMERAS FOCUS
THE NATIONAL ELECTION. ON
TELEVISION
a service of
. . . in RESULTS
Advertisers experience proves "REX's"
ability to produce sales . . . the 'most
accurate measuring stick of any promo-
tional effort.
. . . in VIEWERSHIP
WREX-TV is favored by viewers in the
WREX-TV "Grade A" area by better
than a 3 to 1 margin. This fact has
been brought out in an extensive view-
ership survey just recently completed.
This dominant leadership results in a far
lower cost-per-thousand . . . making
WREX-TV your "best buy".
market power!
NOW No. 2 Market in Illinois and
GROWING — has currently under
construction $25 million in expanded
manufacturing and retailing facilities.
Are your sales messages reaching this
market untouched by either Chicago or
Milwaukee, 90 miles away? Only one
VHF station covers this area —
ROCKFORD. ILLINOIS
WREX-TV
channel 13
CBS • ABC AFFILIATIONS
telecasting in color
REPRESENTED BY
H-R TELEVISION, INC.
See: Concert Music
Issue: ra" Facts. 1956. page 196
Subject: BMI reports increasing appetite for
concert music
In it- recently released booklet. Concert Music U.S.A. 1956, Broad-
cast Music, Inc., points out that over 35,000,000 Americans are
actively interested in some facet of concert music. Those interested
in concert music spent over $350 million on musical instruments and
more money for the purchase of recordings of concert music and
the equipment on which to play these recordings than they did for
all spectator sports in 1954.
According to BMI, there are other yardsticks showing upsurge
in serious music interest. One is that statistics on symphony orches-
tras show a 10-fold increase in such orchestras over a 25-year period.
In 1920, there were less than 100 symphony orchestras in the United
States; today, there are more than 1,000.
However, of interest to broadcast advertisers is this fact: During
1955, 8,297 hours of concert music were programed bv 1.279 radio
stations — an average of 0.5 hours per week. BMI reveals that approx-
imately 553 of these stations plan to carry more concert music in
coming years.
• • •
Issue:
Radio's mornin
lo Slenderella
men draw the ladies
21 February 1955, page 32
Subject: Slenderella ups air budget to
million as operation expands
When SPONSOR first reviewed Slenderella"s advertising, it was
a network of 63 slenderizing salons from coast to coast plus London
and Paris. It had been in existence for five years and was budgeting
50% of a $480,000 advertising budget to spot radio. The $240,000
was divided among 26 stations in 13 markets.
Today, the slenderizing chain has 150 salons through the U.S.
and in Europe, including seven which are scheduled to debut this
month in Europe. With growth of the chain, the firm anticipates
allocating $6 million to air media alone by the end of 1956. Em-
phasis will be placed on radio as it has been in the past.
This summer, Slenderella contracted for about $1 million worth
of time on CBS Network Badio shows, the company's biggest venture
into net sponsorship to date. Having cancelled its participations on
NBC TV Tonight, Slenderella will be sponsoring segments of the
following CBS offerings: Wendy Warren and the Netvs, the Mitch
Miller Shoiv, 15 minutes of Arthur Godfrey's morning program
and the Monda\ through Friday Bing Crosby show. In addition,
the company is hosting The Slenderella Show Saturdays from 10:50-
11:00 a.m. Latter show features Galen Drake and Slenderella's
executive v.p. in charge of operations, Eloise English, in weekly in-
terviews and discussions.
Present spot campaign also includes time on radio stations in
35 cities. In the metropolitan New York City area alone, the com-
pany is now placing participation schedules and spot announcements
on 27 programs on eight stations. In same area, there are 28
Slenderella salons. Estimated tv budget will be one-fifth of air
outlay. Though shows haven't yet been set.
Air media budget at this writing represents 75% of $6 million
advertising outlay. * * *
50
MMINSOU
1 , SKPTKMBER 1956
in East Tennessee
ARE ON CHANNEL
OO
WBIR-TV
KNOXVILLE, TENN.
ONE OF THE NATION'S
MOST POWERFUL STATIONS
REPRESENTED NATIONALLY BY THE KATZ AGENCY
in the palm
of your
hand
The Surefire Method
of Boosting Sales . . .
... in this rich Oregon mar-
ket. KVAL-TV, Eugene, and
KPIC-TV,Roseburg,give you
the one combination that
brings you complete cover-
age of the Pacific North-
west's 5th largest market . . .
reaching 163,600 families
with spendable income of
$776 million! A great sales
potential, just waiting for
you!
Contact your Hollingberry
man, or Moore and Lund
(Seattle-Portland).
reaching
Oregon's rich
2nd Market
in the
heart . . . of the
nation's timberland
KVAL-TV
EUGENE • CHANNEL 13
KPIC-TV
ROSEBURG - CHANNEL 4
MM ill toll
Abe Liss, formerh with UPA, Holly-
wood and New York, and recently di-
rector and v.p. in charge of animation
at Transfilm, has recently launched a
new film productng enterprise. Elek-
tra Film Productions, Inc., headquar-
ters in New York City and will special-
ize in the creation and production of
tv commercials and entertainment
films.
Sales of Holft/u'ood Tv Service's
Frontier Doctor series are on the up-
surge. Firm's President Earl Collins
reports that among national sales are
the following: Wiedemann Brewing
Company for Ohio and Indiana
through Tatham-Laird; National Bo-
hemian Beer in Washington, D. C;
Thiele Sausage Co. in Milwaukee: in
Atlanta and other Southern cities, pur-
chases have been made by the White
Provision Co., Kroger Grocery Co.
Series consists of 39 dramatic half-
hour shows, of which 18 are com-
pleted. Remaining 21 films are in pro-
duction at present.
J. Walter Thompson recently nego-
tiated for ABC Film Syndication's
Passport to Danger for Kraft Foods
Company. 52 weeks of series will be
telecast on WORA, Mayaquez and
WKAQ, San Juan. WAPA-TV, San
Juan, has purchased 52 weeks of
Racket Squad. These are first sales of
the Spanish versions of the ABC Film
Syndication series. Because of appar-
ent demand for product, company is
planning to dub a third show, The
Three Musketeers, into Spanish.
Prediction: Hal Roach Studios pre-
dict that shows with a format premise
(such as its new Oh! Susanna) allow-
ing for on-location shooting will ha\c
added audience reaction. In support
of this contention. Roach estimates
thai this \ear. approximaleb .'>.">', of
all si i in- will he d ■ 1 1 inn remote
locales. Among such upcoming offer-
ings are Guns of Destiny, Forest
Ranger — perhaps even Blondie.
Mono >f<iffi.von Avenue ||H. \\IPnl is
thai the package of 725 being offered
by Loew's-MGM will shortly be tele-
cast in 14 or 15 markets. Sales debut
occurred on 24 August 1956. with firm
selling the shows in 12 markets for a
single day's gross of 820,000.000. At
presstime, the tv arm of the film giant
was negotiating with stations in Den-
ver and Minneapolis. Reflection of
the negotiations was recent changeover
of KEDY. Minneapolis, call letters to
KMGM. Thus far. each transaction
has been over the $1 million mark.
TPA sales records show that food
packers are leading sponsors of its
syndicated film product. Analysis cov-
ers 12-month period ended 31 July
1956. Second largest group using
company's syndicated films is the
brewing industry, followed in order
by dairies, bakeries, retail stores-
supermarkets, banks and automotive.
TPA Executive Vice President. Mich-
ael Sillerman, notes that food products
were also first in the 1954-55 fiscal
period: but that breweries ranked
fourth that year, jumping to second
place for the '55-'56 period. TPA
also reports that the longest food spon-
sor on its roster is Thompson Honor
Dairy, Washington. D. C, which has
hosted Rarnar of the Jungle for two
years and most recently has had Count
of Monte Cristo for a year. Brewer}
representatives include two veterans,
viz. Hudepohl Brewing, Cincinnati,
with Your Star Showcase in 1954, fol-
lowed h\ two years of Susie; Good n
Plenty for three years in Boston, Cleve-
land, New York, and two years in
Philadelphia \\ i l li Rarnar.
Hlgaesi hiteh jn foreign language
dubbing from English-voice tracks has
Iiccii inahilih to reproduce all phases
of audio as skillfully as in English
original. However, Peter Kean, techi-
• al director of Screen Gems, has inno-
vated a method to up quality and cut
costs in half. Instead of regular ship-
ment of four cans of film for each pro-
gram abroad. Keans has consolidated
the process. Bj instituting his "elec-
tronic cue live sound effects may be
maintained. * * *
52
SPONSOR
1 i SEPTEMBER 1956
Market facts
that mean
results in
North Carolina
WSJS-TV
Preference of the Piedmont
• • •
North Carolina's richest, biggest market
It pays to check the facts on WSJS-TV
Winston-Salem. It's your biggest buy in North
Carolina's Piedmont section. And the Piedmont
is the state's most populous and heavily
industrialized area. Result: more income,
greater buying power.
WSJS-TV is the NBC affiliate for Winston-
Salem, Greensboro, and High Point — Golden
Triangle cities in a market of over 3 million
people.
• More TV Homes — over 500,000
TV homes!
• Top Coverage
states!
-75 counties in 4
• Rich Market Potential — over 4
billion dollars buying power!
• Maximum Power — 316,000 watts
• Mountaintop Tower — 2,000 feet
above average terrain
* \PULASKI
\WYTHEVILIE \j\
MARION ) /\
ROANOKE"
1 ■
-> — -■
MMTMSVIU*
LYNCHBURGv
/ \-
SOOTH BOSTON /
I • <J
DANVILLE) /WA
MOUNT AIRY •
I 1 t I WINSTON-
SALEM
■ / < V
"S ', / l-v* J HIGH POINT 1~
M04WJWON/ HICKORY V. , • \ ASHEBOAO I
1 • \ SALISBURY \
-1 > \ I , i—
7 \ \
_ J I K ANNAPOUS \
r. ;
r charlotte'
/K — I >
. \/ MONROE . J
> 7
PWEHURST/
T \
\
Call Headley-Reed for
channel 12
television
WINSTON-SALEM
NORTH CAROLINA
SPONSOR • 17 SEPTEMBER 1956
53
§§
IHIfllllll
m
.1 iy jjjiy i
IP ID)
JJJ
SI ratiifl
Chart covers quarter hour, half-hour ai
Rank Paat*
n rank
I J
2 2
4 ! 2
Top 70 shows in 10 or more markets
Period 1-7 August 7956
TITLE. SYNDICATOR. PRODUCER. SHOW TYPE
Highway Patrol (HI)
Man Called X (A)
f Led Three Lives (M)
Han Behind the Badge (1*1)
*GA. BERNARD PROCKTER
Badge 714 (HI)
NBC FILM. DRAGNET PROD.
Average
ratings
17.8
!«.«>
iti. i
15.9
I.T.I
7-STATION
MARKETS
N.Y.
70.2
urca-tv
77.4
kttv
9:00pm
7.3
khj-tv
S :30pm
2.7 75.2
WPU
i :30pm
kttv
8:30pm
7.5
kttv
::tipni
74.6
kttv
7:30pm
5-STA
MARKET
S. Fran.
70.7
kron-tv
I 30pm
73.5
kn.n tv
10 3 ii
27.4
kpix
9:00pm
4-STATION MARKETS
Seattle -
Boston Chicago Detroit Mllw. Mnpls. Phila. Tacoma Wash.
77.9 7 7.0 29.0 72.5 76.5 70.4 77.5 9.9
wbz-tv wbkb wjbk tt wtmj-tv wceo-tv wcau-tv komo-tv wtop-ti
10:30pm 9:0Opm 9:30pm 10:30pm 10:00pm 7:30pm 7:00pm 7:30pm
8.9 73.2
wgn-tv
•I :;iipin
wjlik tv
10:00pm
8.5
unial tv
!i iiiipm
23.3 73.2 75.7 78.5 74.0 8.4 75.3
wnai ' wgn-tv wjbk-tv wtmj-tv k-tp-tv wcau-tv ktnt-tv
8:30pm 9:30pm 9:30pm 9:00pm 8:30pm 7:00pm
20.2 5.4
wnae-tv wbbm-tv
10:30pm 11:30pm
78.4
kstp-tv
9:30pm
72.7
king tv
pm
72.9 74.2 73.5
wnac-tv wgn-tv wwj-tv
8:30pm 8:00pm ]i m
7 7.8 8.7 17.7 7.5
kstp-tv wcau-tv king-tv wttg
10:30pm 7:00pm 9:30pm 7:00pm
3-STATION
Atlanta B.iliH
72.2
wapa-tv
10:00pra
wapa-tv wh ..]-
10:00pm 10:;
76.0 8.
wsb tv wbal-
9:30pm 7:00p
77.0 8.
wsb-tv
2:30pm
wba
10:30
^W%P**&
6 4
Dr. II ml sun's Secret Journal (D)
MCA. AUTHORS PLAYHOUSE
i.t.o
73.2
kttv
1 pm
75.5 78.5 75.9
»») tv wtmj-tv weeo-tv
10:00pm 7:t m 7 imj.in
7 7.7 7.5
king-tv wmal-tv
7:30pm G :30pm
73.0
wsb-tv
10:30pm
7 ' 8
Death Valley Days (W)
PACI Fl C BORAX
J4.I
6.7
wrca-tv
7 :00pm
9.2 8.2 4.2 77.6
W'HJ-tV Hli-ri tv wfil-tv klng-tv
6:00pm 8:30pm 6:30pm 9:30pm
7.
wa;>m
7 (in i|
Mr. District Attorney (M)
13.8
77.6
kttv
9:00pm
77.5
kron-tv
10 : m
78.2 72.9 8.7 72.0 76.5
wnac-tv wjbk-tv wtmj-tv kstp-tv klng-tv
10:30pra 10:30pm 11:00pm 10:30pm 9:00pm
7 7.2
waga-tv
10 soon
Celebritu I'layhouse (D)
SCREEN GEMS
13.5
6.7
kn\t
10:00pm
74.0
wwj t\
10:00pm
70.0
kstp-tt
8:30pm
78.0 75.4
komo-tv wtop tt
8:00pm 10:30pm
Science Fiction Theatre (SF)
12.8
8.1 73.4
\ rca - 1 v
':00pm
kttv
8:00pm
74.9
kron-tv
7 ""inn
70.4 73.2 8.9 70.5 7.5 8.5 76.7 70.0
wbz-tv wnba wxvz-tv wtmj-t\ kt-vil-tv wt'il t\ kinp-tv wmal-tv
6 :45pm 10:30pm 9:30pm 10:30pm 8:30pm 10:30pm 9:30]
74.2 6.3
ush tv wbtl
2:00pm 10:30pi
72.0 7.2
waga-tv whal-t'
9:30pm 10:30
Rank Put*
new rink
Top 70 shows in 4 to 9 markets
Life of Riley (C)
NBC FILM. TOM MC KNIGHT
Amos 'n' Andy (C)
CBS FILM. HAL ROACH STUDIOS
4 5
I
I
5 6
6 10
San Francisco Beat (HI)
CBS FILM. DESILU PRODUCTIONS
Code :i (>I)
ABC Fl LM
I Search for Adventure (A)
GEO. BACNALL
Tilery 11 nee n (M )
Biff Baker. U.S.A. (A)
8 | 7
Bosetnary Clooncy ( >ln|
MCA
Stage 7 (D)
ri'A
Mayor of the Town (D)
l It. I
in. 0
I 1.3
13.9
13.7
13.S
13.2
13.1
I2.il
12.4
74.3
kttv
8 30pm
6.3 9.7
6:30pm
kn\t
73.4
kttv
. .ii, ,,,,
75.9
kttv
2.7 77.6
WplX
kcop
5.4
U[,]X
m
3.3
1 1,, tt
8:30pm
70.9
kttv
9:00pm
2.2
Wabfl
8.0
kttv
77.4
kxon tv
10 30pm
27.7
kplx
7 30pm
78.7
kpli
75.9
70.2
kgo-tv
74.2 77.4
uxix I ;
: i
78.7
king-t\
8:30pm
73.7
wwj tt
10 00pm
9.5
weeo-tv
3:30pm
8.3 70.9
wgn-tv v. ,i,i, ■
0:00pm 1" 10] ,,
77.9
Opt
7.7
\\\\/ t\
: ,,.
76.6
klng-tv
10:00pm
79.0
27.8
king-tv
76.9
■
75.2
i ,,,
6.2
7
5.7
wsln-tv
10pm
74.2
6.7
weeo-tv
9:00pm
\" 00pm
89
uhz tv
0 [5pm
76.9
, nbq
i pm
74.6
in 00pm
8.9
wmat t
: i.
8.5
u-l. tv
Hhow typo lymbolt: (A) adventure; (C) comedy; (D) drama; (Do«) documentary; (K) kld»: (M)
mjriterr; (Mul muilcil; (SF) Science Fiction; (Wl WatUjrn. Fllmi lilted are syndicated, % hr..
4 hr. « hr length, teleratt In four or more markets Tbe average rating It an unweighted
average of Individual market rating! Hated above Blank apace Indicate! film not broadcaal In thli
market 1-! I I While notvi irl tlrU tabli i, m one month to another
market! In which they are thnwn. this U true to much letter extent with irndleated ibowt.
thould be borne In mind whan analyzing rating trendt from one month to another In thtt
* Iteferi to Ism month i chart. If blank, ihow wai not rated at all In last chart or wai Is
«
§ H m
ON MARKETS
2-STATION MARKETS
■ Columbus
St. L.
Birm. Charlotte
Dayton N
ew Or. Providence
7 28.5
77.7
20.3
22.3
28.3
29.5
78.0
ipra 9 30pm
kwk-tv
9:30pm
wbrc-tv
9:30pm
ul.n
10:30pm
- >m
i phi
10:30pm
78.5
77.2
24.8
25.5
47.8
76.0
ulins tv
ksd-tv
10:00pm
wbrc tv
: 00pm
Whin tl
'' :: ii
WilSlltV
wjar-tv
'.7 IT.2
74.0
73.8
32.3
79.5
38.3
H |M -C
• 30pm
ksd-tv
10:00pm
lllil, P.
10:00pm
whtv
7 OOpm
Will ll
nrdsu tv
8:30pm
0
76.3
39.5
['■IT
ksd tv
10 00pm
(vdsu ti
! inn
9
76.9
24.8
22.8
77.0
tv
ksd-tv
9:30pm
Willi -tv
9:30pm
" in u
in :;im>ni
10:30pm
10.0
27.0
76.8
trbiu-tv
10:30pm
Whir H
W.lMl tl
10 10pm
5 20.5
75.5
30.5
22.8
77.5
•US \\l)ll> tV
8 :iOpm
kwk-tv
10:30pm
wbtv
7:00pm
w.Kii-tv
10:30pm
wjiir ti
6:30pm
76.0
28.5
ksd-tv
"i>m
wbrc n
:■!!
72.4
75.5
8.8
27.8
wbns-tv
10:15pm
ksd-tv
9:30pm
\vl\v .]
1 1 :15pm
uilsii ti-
nt iiiipi.i
4 6.9
72.4
79.3
28.3
7 7.0
22.8
75.3
IV lllll C
Upm '.1 :ltOpm
kad-tt
10:00pm
wbrc-tv
S llilpm
Wlill
0 OOpm
U]l! -il
10:30pm
iviKu (v
10:00pm
wpro-tv
7 :00pm
>.o
.3
7 7.9
ksd-tv
9:00pm
76.5
wlw-d
10:30pm
23.0 20.8 38.3 73.5
wbrc-tv ulilii tv ivilsn tv iviini tv
9:00pm 10:30pm 8:30pm
43.3 8.5
wdsu-tv vvpro-tv
8:30pm 11:15pm
27.8
wbrc-tv
8 30pm
34.3 9.3
9:01 i 11 30pm
70.8 77.5
w bl C tl ul'tv
6:30pm LO L5pn.
24.3 73.0
wl.n tl
in 7:00pm
I ) Classification as to number of stations In market Is Pulse's
i determines number by measuring which stations are actually
homes in the metropolitan area of a given market even though
f may be outside metropolitan area of the maiket.
A BIG MARKET?
Retail sales top
V/z BILLION DOLLARS
in Flint and the Saginaw Valley
Michigan's 2nd richest market
Here, in the Flint-Saginaw market, average city-family income
is $6,413.75. And retail sales are more than one and one-third
billion dollars . . .
• $298,940,000 for food
• $343,660,000 for automobiles and accessories
• $46,208,000 for drug products
86.9°o of the market homes are television homes— and WNEM-TV
is the one, the only station completely covering them all. ARB
and PULSE survey results say so.
Contact Headley-Reed or Michigan Spot Sales
WNEM-TV
STATION
serving Flint, Saginaw, Bay City, Midland
d„j „ c. » WPON — Pontiac, Michigan
Kadio Motions '
WABJ — Adrian, Michigan
Famous on the local seen
*m
vyJk t
fti
i«kt
♦'.*
#
«f *
«ft|p«M*>
•4. uiiiMMMMMNM
* !*T
WSPD-TV WJW-
Toledo, Ohio Cleveland, Ohio
1 k.^
^H I ^. L
^. ^^ J li
RC-TV KPTV WGBS-F
ham, Ala. Portland, Ore. Miami, ~
WSPD WJW WJBK WAGA WBRC WWVA WGBS
Toledo, Ohio Cleveland, Ohio Detroit, Mich. Atlanta, Ga. Birmingham, Ala. Wheeling, W.Vo. Miomi, Fla.
mM^mmX^Mit
Thomas Jefferson's great pride was in being known as
ather of the University of Virginia." Yet today he is revered
as a distinguished President of the United States.
er
Stations too, are proud of their local leadership,
but with it they find prominence on the national scene.
fe
A Storer station is a local station.
V-
W '
*
. 3
■
m
■MUMMH
LES OFFICES (
ident and national sales director
lies manager
■MMMi
118 East 57th Street, New York 22 • Murray Hill 8-8630
LEW JOHNSON— midwest sales manager • 230 North Michigan Avenue, Chicago 1 • Franklin 2-6498
GAYLE GRUBB — vice-president and Pacific coast sales manager • 111 Sutter Street, San Francisco • Sutter 1-8689
NEW CARS
APPLIANCES
SPONSOR: Vtkins-Kroll VG1 Nl 'i : Direi I
I \l'>l II I \-i HIST0R1 Ukins-Kroll placed sitx one-
minute announcements on kl \\l in ordei to move si*
fin, automobiles from his slum room, tmong the cars
were foui Chevrolet's, one Pontiac and one Buick. Ovei
the five-da-) period in which commercials were broadcast,
advertising cost amounted to $54.00. (5 a result, all si*
General Motors cars were sold foi a gross sales figure
13,170. Sale of the cars provided space foi neu
models which subsequently were delivered to the dealer.
K I \ M. \;.in.i < .11.1111
PROGR \ M : Announcements
SPONSOR: Appliance Warehouse VGI N< 'i : Dii •.
I VPS1 I I < VSE HISTORY: Radio figured prominently i
a $104,000 gross over a two-ueel, period for this adi 7
tiser. fpplianee 11 are/muse advertised a clearance sal
on one kl 1\ announcement and highlighted it u 1
one newspapei advertisement in each of two Portland
Ore., papers. Company attributes 90% of results to rat 1
and siuies the medium brought customers to store froi
us fai away as 200 miles. Cost of this campaign total et
$487.50. // its conclusion, sponsoi renewed for progran
K\ W. Portland, Or< PROGR KM: Annoui
HOMES
SPONSOR: Quality Builders VGENl ^ : Dirci
I VPS1 M CAS1 HISTORY: To attract attention to 1
recently acquired building facilities, the advertiser placed
two announcements in the Gordon Owen-Earl Donaldson
program. Copy centered arOUTld one specific house ir a
was ad lihbed In Owen. The house, north $19,500, un-
sold to an interested listener within a period of two davs
aftei the second commercial. As a result. Quality Buildt -
decided to continue the drive on kl))L. Cost of the
participations on 12 and 13 July was $20.00.
RDM.. Sail Lake I it) PROGR Wl: Partii ipation
USED CARS
RESTAURANT
SPONSOR: H & I Motors AGENCi : Direcl
I VPS1 I I I VSE HISTORY : H i\l Motors sold a total of
85 used cars us a result of radio. Total a as amassed in
one month during the summer of 1956. I chicle used
In the advertise) uus half-sponsorship of the Topeka
Hauls' baseball games once a week (generally Saturday
01 Sunday). Commercials highlighted lou overhead at
B&J coupled with company s dual purchase of ems
from neu ini dealers. Ill cars were completely recondi-
tioned, ready to dine nua\ upon purchase. < ost pel
II eel nl slum : $101.25.
WlliW. ToP( I a
PROGR Wl: Basi
SPONSOR: Slay's Restaurant VGENCY: Kilroj Advertising
l VPS1 i i I w HISTORY : Mike Slay, proprietor ...
Slay's Restaurant, contracted foi a schedule oj /_' station
local announcements per week, through Kilroy Idvertis-
ing, Inc. Announcements were aired during the station' i
Bruce llavwanl Show. According to Slav. "The an-
nouncement campaign on the Bruce lla\\\ar<! Show Ims
really paid off" Slay informed station thai it is the In si
advertising which the restaurant has had in its eight
business years that has resulted in substantially increasi i
cusiomci traffic.
k\ok. St. I ..in-. Mo,
PROGR Wl: I'.nii. ipations
DEPARTMENT STORE
RADIO STATION
SPONSOR Robi n Bro Di pt, Slore VG1 M 1 Direi I
I VPSI II CAS1 HISTORY : To test radio results for
Roberts Brothers Scheduled ln one minute an-
nouncements in ii period nl three dn\s on these good
music am and fm stations, tdvertising packaged yardage
retailing foi $1.59 each, the sponsoi tabulated
i stomas and ovei H 100.00 in sales /../ fabric alone.
Iii addition, mm ad i ei liscd products such us patterns,
zippers, I nitons, etc.. were sold. Total cost foi the /"
cond announcements amounted to $4 i.00
kl' Wl I M I' ,,n. I. Orr
PRI II .I.' \ \l \ nri. .ini. rni. 'in
SPONSOR: KSLR Radio \U N< ^ : Dire, i
I VPS1 M CAS1 HISTORY : Two weeks before it went on
the an. KSLR Radio bought 36 announcements on k !>!(■.
I o.oi ii \-watt regional station. KSLR, anticipating a dm-
time local Oceanside, Cal., audience. /<■// that ///<■ tvalon
stein n on which it pineal lis announcements would '/.
livei a signal reaching the Oceanside men. "By the time,
we went on the air," said kSl.ll Manager 11 . /. Taylo
"it seemed that everyone in northern San Diego Count \
Inicii aboui us. ( osi amounted to s.v.'''
KI'.K. Walon i al.
PROGR \ M Vnnnu icni
_
No, that mystery shape isn't really a kangaroo,
though it is jumping steadily higher and higher in
eonsumer spendable income and in relative rank
among the nation's top markets!
Actually it's a map of "The Mystery Market" . . .
one of America's richest . . . The Central South . . .
a $2,713,371,000 market — richer than the cities of
Denver and New Orleans put together ... or Atlanta
and Dallas put together.
A RICH MARKET, IN FACT, THAT'S
COVERED BY ONLY ONE MEDIUM. ..and
that's WSM Radio in Nashville.
If you attempt to cover the Central South with
a combination of other radio stations or with a
combination of newspapers in the area, the cover-
age would still be incomplete — and the cost would
be three to 15 times greater than that of a WSM
custombuilt program. As for TV, all TV viewers
in the market put together still represent less than
half the market's buying power!
For the full story on this unique situation, send
for your free copy of our booklet, "The Mystery
Market", containing complete facts and figures as
compiled by independent authorities.
650 KC
WSM
RADIO
BOB COOPER, So/»s Manager
JOHN BIA/R AND COMPANY, National Advertising Rep, ej.nloriftj
Nashville -Clear Channel - 50,000 Watts
SI'OMSOK
17 SEPTEMBER L956
59
We've Moved
TOP POWER
316,000 Watts
• TOP ELEVATION
2,000 Ft. above average j; / I
terrain - 3,936 Ft.
above sea level
EXCLUSIVE CBS
AFFILIATE
Y
For 3 2 years, \\ DBJ has been the
favorite name in Radio in Western
Virginia. Now — it's TOP HEIGHT
— TOP POWER for WDBJ-TV—
with exclusive CHS affiliation and
top rated programming. Let estab-
lished audience, plus maximum cov-
erage, plus finest facilities and talent
work for you.
WDHJ-TV is now at maximum
power and height — hacked by a
power-packed viewer promotion pro-
gram throughout the coverage area!
Ask Peters, Griffin, Woodward !
ROANOKE, VA.
Owned and operated by
the Times-World Corp.
Peters, Griffin, Woodward, Inc.
National Representatives
( ontinued
from
product specifically filmed for presentation on television.
One doesn't have to scan too far. As a matter of fact, a
look at a certain area of the program activity around two
of the stations who have just signed for the MGM product
indicates that the market for tv film serie- may develop into
something bigger and better than it ever was, in spite of the
increased loading of feature film on the market.
WCBS-TV in New York, which played two half hour tv
film series as daytime strips this past summer, ha- found
that these series ran up the highest daytime ratings in New
York. The two -how- were l/y Little Margie, which W CBS-
TV showed 9:00-9:30 a.m. Mondays through Fridays; and
Amos and Andy, which the station stripped in the 9:30 to
10 a.m. time. Both these film series are in rerun >taijes.
Nevertheless, both racked up ratings responsible for all
40 one-minute spots in the two having sold out to such adver-
tisers as Continental Baking. Bayer Aspirin, Thomas Bread.
Buitoni Spaghetti, Anahist and others.
The CBS-TV network, no doubt influenced to some extent
by the vidfilm strip success of its New York flag-hip. is going
to run the film series Our Miss Brooks as a half hour day-
time strip on the Network this fall. This series will replace
the Jolinny Carson Show in the 2-2:30 period.
At WFIL-TV, the Triangle station in Philadelphia. Grip-
ping tv film series will become the backbone of the station's
early daytime programing this fall. Three as yet unnamed
half-hour vidfilm shows will be run back to back in the 10:30
a.m. lo noon slot Ylondavs through Fridays. And two West-
ern half hour tv film series, The Cisco Kid and KM Carson
will be run Mondays through Fridays, back to back, from
6 to 7 p.m.
The increasing trend toward using tv film series, originally
produced for once-a-week showing, as five-a-week -trip shows
is one strong sign that tv film- will find a read\ market in
spile of the tremendous amount of feature film product avail-
able today, and the additional theatrical films lo be added.
It becomes increasing!) apparent that the newer, more
important feature film product hitting the tv market will be
used lo replace the old feature length movies so many stations
have been running lor so long. Careful planning goes into
llie u-age of the feature film product at any first rate station.
\l WCBS-T\. lor example, the new batch' of MGM product
won't even be used till 1 January .
For certain advertisers with certain specific merchandising
and marketing problems, the feature length product will
never replace the t\ film -eric-. And lor an) advertisers,
the wiser Stations are adding merchandising plusses to their
presentation ol the long movies. * * *
60
SI'OYSOK
1 , SEPTI Mini: r>;,r,
IN INLAND CALIFORNIA (and western nevada,
EELINE
delivers more
for the money
RADIO
®
These inland radio stations, purchased as a unit, give you more
listeners than any competitive combination of local stations . . .
and at the lowest cost per thousand! (SAMS and SR&D)
More people live in this mountain-isolated Beeline area than in
all of Colorado. They have over $3x/2 billion in spendable income.
(Sales Management's 1956 Copyrighted Survey)
/lie CAaicJUij E$/to04tca*tMU} C&**jp<*AA*\
SACRAMENTO, CALIFORNIA • Paul H. Raymer Co., National Representative
SPONSOR • 17 SEPTEMBER 1956
61
HOW TO
ROAD-TEST
A WEEKLY
On the morning of 15 July, exactly three months
and 12 days before the switch from bi-weekly to
weekly, sponsor's editor and publisher set out on a
long trek. Purpose: to road-test the new three-
dimensional weekly formula and get reactions to
the weekly dummy for the first time. What
happened during the five-week swing, as well as
what was going on at home to prepare for the
weekly, is set forth in this factual report.
1. We traveled by automobile for greatest mobil-
ity. Over the five-week span we passed through 17
states and visited station owners, managers, and
agency executives in the following cities: Wheel-
ing, Steubenville, Columbus, Cincinnati, Louis-
ville, St. Louis, Kansas City, Topeka, Wichita,
Tulsa, Oklahoma City, Dallas, Fort Worth,
Wichita Falls, Lubbock, Temple, Austin, San
Antonio, Houston, Shreveport, Little Rock, Mem-
phis, Nashville, Chattanooga, Knoxville, Hunting-
ton, Charleston, Oak Hill, Beckley, Harrisonburg.
2. Our welcome everywhere was heartwarming,
attesting to the high prestige which the bi-weekly
sponsor had built up over its 10-year span. Decks
were cleared, in many instances group meetings
were arranged in order to acquaint all interested
personnel with the weekly plans.
3. The reaction to the weekly plans and the three-
dimensional formula as reflected in the dummy
was overwhelmingly enthusiastic. Everyone was
amazed to learn that we were embarking on a
completely new trade paper concept built around
a use triumvirate of use articles, use departments,
and use news. We found that main' readers had
been concerned that our use articles which meant
so much to them might be weakened when we went
weekly; they were delighted with the plans for
strengthening and streamlining them. Most of all,
k)
I we
4,
irei
to
per
I
■
tw
an
t
^
they were impressed with the newsletter blueprint
which guaranteed a full-bodied weekly wrap-up
in depth for busy executives. Over and over again
we heard: "Congratulations. You can't miss."
4. Many editorial suggestions and improvements
were gleaned from the field. Some of these already
have been added to the weekly blueprint. But, most
important, was the stamp of approval given key
facets of the new formula. We now knew for
certain that we were satisfying an urgent need.
5. The advertising response was exceptional, too.
I sponsor's advertising director joined the trek for
two hot weeks in Oklahoma, Texas, Louisiana,
and Arkansas during which he signed numerous
contracts and was promised many more. During
this period of the trip, and since, several advertisers
increased their space.
6. At home, while the summer was waning, spon-
• sor's editorial staff was being rapidly strengthened
and trained for the weekly operation. An outstand-
ing weekly specialist had been retained to analyze
our editorial operation, coordinate with our printer
in weekly planning, and orient the staff. This work
< is presently going on and will continue until
I several issues of the new weekly have appeared. A
seasoned news analyst, well respected in our field,
• will head sponsor's important use news operation.
Additions have been made to the use article staff.
| Every day from now to W-Day sponsor will be
road-testing. We expect to bring advertiser and
agency readers a weekly wrap-up in depth which
will both surprise and thrill.
^ryi^vtkcu
OUR 10th
ANNIVERSARY
ISSUE, ALSO (
advertising deadline
8 October, 1956 i
^^^^^^^v"A
27
October
lir-l weekly
i'-ut-
10th year of usefulness for
tv and radio advertisers
WHLI
'THE VOICE OF LONG ISLAND'
SELLS
BIG
INDEPENDENT MARKET
NASSAU COUNTY
Food Store Sales...
$385,282,000
• 2nd Food Market in New
York State . . .
. New York City Ranks Higher. )
• 9th Largest Food Market
County in the United States
GIVES
BIG
BONUS COVERAGE
(Nassau, parts of Queens, Suffolk
and Brooklyn.)
POPULATION 2,903,765
NET INCOME . . . $6,132,673,150
FOOD STORE SALES . . $964,601,050
'Data Source: Sales Management
DELIVERS
BIGGEST DAYTIME AUDIENCE
in the
MAJOR LONG ISLAND MARKET
According to the most recent Pulse
Survey . . . one station . . . WHLI
has a larger daytime audience in
this market than any other station!
A M 1100
F M 98 3
HEMPSTEAD
LONG ISLAND, N. Y.
{mklMi
PAUL GODOFSKY. PRES AND GfcN MGR
JOSEPH A LENN. EXEC V P SALES
^'presented by Gill-Perna
Continued
from
page H
really are. Television as a reporter puts a terrifying premium
upon truth and honesty, traits that any performer musl
recognize.
Secondly, the politicians should learn the gentle arts oi
casting and timing. The people they select far too often are
jusl too downright unappealing a- well as unable to pul
across even the -implest of idea-.
In addition, they always take too long to make a point.
On this matter (timing), not only do the individual speakers
fume far longer than is necessary or W ise, bul entire programs
are always chock-full of badly selected segment- which would
he better left out.
II the producer of a regular tv show were given so Little
control over his property as the producers of political tv.
and had to include all sorts of dull, irrelevant and show-
destroying interludes, he would never have anything hut a
Hop. However, in politics, everything goes — every politician
has to get his mug on camera and utter a lull quota oi badly
chosen words.
As for the staging, the elimination of distraction behind a
speaker while he is on camera, the entrances and exits, the
transitions and the fabulously unbelievable video gimmicks
(such as holding up cards with words like Integrity I. these
are enough to cause anarchy throughout the land. Remembei
— oh, statesman — people watch television.
• * *
.llllllllllllll Illlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll IIIIIIIIIIIIIIIIIIIIIIIIIIIIIINIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIIIIIIIIIII
If wit* to sell a political I'atttlitlote 1.956';
WABC-TV's political candidate school
See 2.'i July issue for a
roundup of experts
mime on hou candi-
dates can best sell them-
selves on the nil. A
unanimous tip WOS to
"relax and he your-
self." The tv camera
points up phoniness as
no spotlight or podium
could. Speaking on n
is much like talking
to small groups in then
homes. I'oundiii'j. desks
and flowery oratory
has no place in television.
1 i SEPTEMBER L956
SPONSOR
-vLi"
"Ute. UJluwJtjjuXL hAoJtketlz we ok\kt Aastet ^MmuJur wMieefe In
AMERICA
The Magazine of Wall Street says "In this Valley of the Ohio history is
being written." Fortune observes, ". . . the Ohio boom is still in its
infancy." For YOU it means increased sales by using the dominant
advertising medium in this rapidly-expanding industrial heartland,
WTRF-TV, Wheeling.
boom! Boom! BOOM!
The Wheeling Steel Corp., nation's
10th largest, announces sales (firs! sis mo.,
1 956 i up 2 r ! over same period, L955
total, $144 00 101 Her 15,0 implo
turned oul 1,120,59] tons of steel at
105 5' ! .ii , ati •! caparitj !
station worth watching''
wtrf tv
Wheeling 7, West Virginia
For availabilities and complete
coverage information — Call
Hollingbery, Bob Ferguson,
VP and General Manager,
or Needham Smith,
Sales Manager,
Cedar 2-7777.
reaching a market that's reaching
SPONSOR • 1 < SEPTEMBER 1950
4J " *
NBC
i» 316,000 watts
j4 Equipped for network color
65
a forum on questions of current interest
to air advertisers and their agencies
What do uou feel eonstitutes
saturation of a market
Harold Fair
V.p. in i lig. of Tv and Radio
Bozell & Jacobs, N.Y.
THE TERM /s ELASTIC
• This term ''saturation" is elastic.
The \cr\ fact thai the question is asked
indicates that saturation can mean
main things to many people. Its size
and shape can be influenced by many
Factors. To mention a few, the size
<>f the budget: the client's concept of
saturation; the agency's concept of
saturation; the nature o fthe product
involved; just exactly what it is that
\ou want to saturate; and how long
}ou want it saturated.
Generally speaking, a saturation
, ampaign suggests an effort to buy
ever) availability on every facility in
the market for a comparatively short
period of time. Conceivably, in some
cases this procedure would be wise.
However, it seems to me that such
indiscriminate buying, even for a sat-
uration effort i- wasteful and ineffi-
cient. I must believe thai even in an
all-out saturation campaign, the nature
of the product, which determines the
nature of it- market, should be con-
sidered as carefull) as in any other
campaign.
Therefore, the time ol da\. the char-
acter o fadjacent programs even the
al i hara< tei oi the -iiiions
bought — would be influenced by this
factor. Having studied this influence,
it is probable that the saturation effort
would begin to take a more stream-
lined shape. This gets around to the
question of "what are you going to
saturate?" And the answer is, you
will saturate those programs on those
stations which reach the people who
will buy your product.
After this has been established, the
intensity of the campaign (that is the
actual amount of time or number of
spots) will be measured by the objec-
tives of the client.
For example, if he is launching a
new product in a highly competitive
field, he will need more power than
if he is simply putting a seasonal push
behind an established product. This
intensity will also be measured by the
amount of money the client should
sensibly and economically invest in
the market. He and his agency must
determine this on the basis of their
own experience and knowledge and
having found the answer will be
guided accordingly. The length of a
saturation campaign would, in my
opinion, be determined by exactly the
same factors.
There is no question in my mind
that an all-out radio and television
campaign can be more effective if
backed by newspaper advertising. This
is such an old story that it hardly
needs repeating here; but the fact is
that they complement each other, fill
in holes one or the other might miss,
plus the fact that two media supply
emphasis and reiteration, adding
power to the campaign.
So, what do I feel constitutes satu-
ration of a market?
1 believe that after all of these and
other factors have been taken into
■ on-ideration, the use of every avail-
able minute that conforms with the
indicated pattern over a period of time
si ill conforming with the pattern is
saturation. It is not blind buying of
all availabilities. It is, actually, an
expansion of the same practices that
govern sound
around.
timebuying the year
Peter .17. Bardach
/broadcast Account Executive
Roote, Cone & Belding, N.Y.
COVERAGE AND PENETRATION
• In its purest sense, saturation im-
plies complete penetration, absolute
coverage — an objective that is difficult
if not impossible to achieve through
the use of any single medium. Re-
search, of late, shows again and again
that a combination of media — the
right media — may secure the broadest
and at the same time the deepest satu-
ration of a specified market; but un-
fortunate!) what may be true of one
city or area cannot always be projected
nationally.
Many of us tend to confuse fre-
quency and satuartion, with the result
that the les- expensive media on a per
unit basis are usually given the first
consideration. I his ma\ he .1 fallac) .
Several radio representative companies
and a number of leading radio stations
have recently introduced both national
and local spot "saturation" plans,
which in realit) are nothing more than
high frequency schedules designed to
reach the broadest unduplicated base
66
SPONSOR
I , SII'TI \im:i< 1 <>.")(.
of a single station. This ina\ be station
saturation; hut it should not and can-
cot he equated with market penetra-
tion.
Complete market saturation can
probabl) be secured via an) medium:
the two determining factors in the final
selection must he budget and the "time
table." How fast must you acquaint the
public with your story? \lu~t it be in
one week? Or can you wait a month?
The answer to this question may well
determine whether tv. radio, news-
papers or some other medium is
chosen. And let s not foreget that
while the broadcast media may be the
most effective in one market, news-
papers may be "top dog" in another.
The more we learn through market re-
search, the more amazed we become at
the tremendous dissimilarity between
one city and another.
Lastly, don't overlook creative ap-
proaches. Don't fall into the trap of
"buying by the numbers," which, as
Arthur Pardoll, our director of broad-
cast media, has pointed out time and
again, may distort the objectives and
fog the results. Creativity in media
selection as well as in the copy itself
iua\ well determine the degree of sat-
uration. The Pepsodent "yellow"
jingle or the Rheingold "Nature Boy"
porody are examples of effective copy
which enable the media to realize full
mileage. A good commercial auto-
matically puts you x per cent ahead
toward reaching that elusive thing
called saturation. * * •
mi iii!iiiiiiiiiiiiin|
flow powerful will tv be
in the routing election?
For a roundup of opinion in I
I answer to the above question, be I
I sure to read "Sponsor Asks" in ]
I the next issue. At that time, 1
| specialists in public opinion from j
I the research and agency fields r
will tangle with the problem and \
| come up with their predictions |
I on the subject. Says one partici-
I pant, "Roth parties would be [
well advised to think very care- I
fully before they pre-empt time I
! . . .' The reasons behind this
and other statements of panel §
members will provide thought- |
; provoking reading matter in the I
1 October 1956 issue of sponsor.
iiiiiini iiniiiiimiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiii i i iiiiiiiiiiiiiiiiiiiiiiuiiiiiiinii!
SPONSOR • 17 SEPTEMBER 1956
WHAT'S
MINN
WITHOUT
B-5 ? i
Larry Bentson means the big city half of Minnesota.
You can woo the Minneapolis-St. Paul market with
a million-and-a-half "please buy" letters. Or you can
spread your budget thin on half a dozen runner-up
stations. But for immediate sales impact, you've got
to reach Minn where she listens — on WLOL.
WLOL's Big 5 disc jockeys give you the quickest,
most responsive, block-by-block coverage in the big
Twin Cities orbit. Add WLOL's unparalleled out-of-
home audience and you'll see why more advertisers
sell more products on WLOL than on any other in-
dependent station in this market.
MINNEAPOLIS ST. PAUL
1330 on your dial 5000 watts
Larry Bentson, President
Wayne "Red" Williams, Mgr. Joe Floyd, V.P.
PULSE PROVES IT
NO. 2 STATION IN THE TWIN CITIES
NO. 1 INDEPENDENT STATION IN THE NORTHWEST
represented by AM Radio Sales
67
Now —
Channel 2
in
fabulous FLORIDA,
Now —
WESH-TV
is on
the air in
Jam-Packed,
Sales-Rich
Daytona Beach.
Now —
call
Edward Petry
& Company
for
details on
WESH-TV,
Daytona Beach
and
WJ HP-TV,
Jacksonville
agency profile
Robert F. Varneu
Chairman of the board
Foote, Cone & Belding, New York
"Clients and agencies shouldn't lie in tlie business of producing
shows," says FC&B's chairman of the board, Bob Carney.
"The networks are properly in production. If problems of exces-
sively stringent show control occur, they're the outcome of an
allocation not a production problem. Were there more stations and
networks, (comparable to the number of magazines, for example),
then no one would question each networks right to control and
produce programing."
Carney feels that there's no more need to justify the agency's role
in television, apart from constructing editorial matter, than there's
an) question about its role in print advertising. The recent discus-
sions about agency commision don't worry him.
'"Of course the commission system is elferthe. or it wouldn't
have existed as long as it has," he told sponsor. "On the other hand,
substituting fees for it, for example, wouldn't frighten me as much
as it might other agencymen. After all. I grew out of a profession
that exists on fees — law. The transition would be painful and con-
fusing, but eventually fees would probably settle on a level compara-
ble to the commission, because the cost of operating today's agency
services demands approximately that amount of remuneration."
Carney is a portly, graying man with an ease and candor of
speaking. As a lawyer, he had FC&B and many of its clients
consulting him. The switchover into the agenc\ business, lie fell,
was a natural one. Since that time, he has seen an interest in market-
ing develop within the agency, and a new stress placed on it that
has already increased the cost ol agencx operation.
"On the average, a major agency needs some 12 people per $1
million hilling, excluding clerical help. Todaj some 159$ t<> 20',
of these people are involved in marketing.
While Carney recognizes the importance of marketing "adver-
tising i> just one aspect of the total marketing plan" — he feels that
agencies tend to exaggerate today, the more newl) developed forms
of their services. "Bui advertising will always he the agency's
primar) job.
At home some L3 blocks up Park Vvenue from Ins ollice. (!arne\
prefers to relax with thoughts ol business lefl behind. Weekends
see liim traveling to his Southampton home. "11111 it's prettj quiet
(.ill there since the ho\s air grown up. says he. * * *
68
SPONSOR
17 SEPTEMBER 1956
In straight calendar terms, WSM-TV has a margin
of more than three years TV experience over either
of the other stations in this market. That's how long
WSM-TV was the only station serving this area, and
learning in the process what this audience wants and
what it takes to sell them.
But WSM-TV's experience goes deeper. As an
extension of one of the country's biggest and most
successful radio operations, WSM-TV's experience
can, in several important respects, be projected over
the past 30 years.
On the WSM — WSM-TV joint payroll are the
skilled technicians, executives, planners, writers,
producers, and talent staff of more than 200 nation-
ally famous stars who have earned for WSM
numerous awards, plus such accolades as "top music
station in the nation" and "showcase of American
folk music" in more than 25 top national magazines,
including American Magazine, Billboard, Collier's,
Coronet, Farm and Ranch, Good Housekeeping,
Look, Nation's Business, New York Times Magazine,
Newsweek, Pathfinder, Redbook, Saturday Evening
Post, Time, Town Journal, Variety, and Wall Street
Journal.
Our point is this: the WSM success formula, still
going strong after 30 years, has been neatly extended
(by the very people who devised it) to WSM-TV —
making it the recognized TV leader in this market.
WSM-TV!
Channel 4 Nashville, Tennessee
NBC-TV Affiliate
Clearly Nashville's # 7 TV Station
IRVING WAUGH, Commercial Manager
EDWARD PETRY & CO., National Advertising Representatives
WSM-TV'* sisler slalion — Clear Channel 50,000-wall WSM Radio - is the only single medium thai covers completely the rich Central South market.
M'ONSOli
17 SEPTEMBER ]'>•">(>
69
KVW-.1M A TV's Kooler < campaign covers Cleveland
frequency of 1100 on the radio dial.
During the campaign a majority of
K^ \\ station ID"? were devoted to
"The Kooler Sound" i.e., people splash-
in »■ in pools, waxes on a shore and
iee tinkling in glasses.
Highlights of the Kooler campaign
were Kooler Kruises which attracted
close to 5,000 Clevelanders who paid
almost $15,000 for an outing aboard
the speciall) chartered S.S. Aquarama.
The \quarama cruises were promoted
In the ship owners in newspaper ads
that ran for three weeks prior to the
excursions.
During the month of August YW
held a beauty contest which attracted
-oi ne 800 entries of whom 20 were
selected to show up for the Aquarama
cruise. 10 of the 20 were later selected
to appear at KYW's Amusement Park
grocerj chain, Pick 'n Pa\ (16 stores), Day and were subsequently used by
and a local drug chain. Standard (45 local department stores for fashion
stores), participating in special \ \\ shows.
Kooler Sales. The sales featured KYV1 Miss Kooler Cleveland who was
advertised merchandise at special sale fmalK selected from among the 10 is
prices. now making personal appearances for
\ K^ \\ Kooler soda was featured in KYW. She'll continue to keep summery
the Standard stores for 11^ as a further thoughts alive even as fall conies to
boost for the station which is at a Cleveland. * * *
KYW's general manager Davis & KYW's queen
M \\ - \M \ T\ . has >!„.„! a good part
of the summer making things "cooler
in Cleveland. From 21 June to Labor
l)a\ K^ \\ ran a Kooler campaign that
included everything from Kooler
Kruises to a beaut) contest to find
KYW's Mis- Kooler Cleveland.
Merchandising tie-ins saw a local
I ransl'llm introduces nrtr an
imatetl papi'r cut-outs
Transfilm for Hoffman Beverages and
Simplicity Patterns, eliminates the need
for costly stop-motion photography
which is usualK required when inani-
mate three-dimensional objects are
made to move. These figures are ani-
mate and are photographed in the
same manner as live actors.
The Simplicity commercials, starring
SimpliciU I 'at. are intended to gain
more of the teen-age market. Success
of the commercial will result in simi-
lar campaigns in major markets across
the count i j .
• • •
Hoffman & Simplicity Patterns' commercials
I wo clients, both accounts oi the
Gre) Advertising Vgency, are 'jetting
unusual te|e\ ision commercial I reat-
ineiii via animated paper sculpture fig-
ures. The technique, developed h\
IVK.III* dinner marks tireen
Ruu Packer pact sianina
Over 100 radio station, agency,
sponsoi and Green Ha\ Packer per-
sonnel were guests of \\ EMP, Milwau-
kee, at a dinner given recenth b)
WEMP. At the dinner. Hugh Boice,
general manager of the station, out-
lined plans for broadcast of all the
pre-season and league games of the
Packers. \\ EMP will carry the games
exclusivel) on radio in Milwaukee and
will be the origination station for a
state network. Miller Brewing Com-
pany and Clark Oil and Refining Corn-
pain arc the sponsoi -.
• • •
\orthtvest Hatlio-Tv Softool
inuiit'U rates Si oil a una it I
Arlene
Northwest's
A new national television achieve-
ment award has been announced b)
\orlhwest Radio and Television
School. Called the Stella the first an-
nual awards are going to 10 t\ per-
sonalities and shows. Winners were
selected by a mail survey of over 5,000
students of the Northwest School.
Formal presentation of the Stella
awards this month climaxes North-
west's 10th anniversary in the broad-
casting industry. Winners of the first
\ear awards are: Ed Sullivan, Dave
Garroway, Phi] Silvers. Studio One. 1
Love Lucy, Lawrence Welk, Cavalcade
of Sports, Climax. $64,000 Question,
You Are There, Confidential File, John
Cameron Swayze, Omnibus. Disnex -
land, Arlene Francis and Steve \llcn.
The award is pictured above. * * *
ItVOO stafft'r uircn uonth
award by Oklahoma's fiaru
»v Vf ?£***•
KVOO's Meyerdirk (r) and Governor Gary
Recognition for "outstanding eon.
tributions to the development ol youth,
our future leadership particularly in
agriculture of the state of Oklahoma"
70
si'oNSoK
I , SI I'll MBER 1956
went to Carl Meyerdirk I see page 70)
home and farm director of KVOO ra-
dio and tv, Tulsa. Presenting the offi-
cial state citation to Meyerdirk is Okla-
homa's Governor Raymond Gary.
Meyerdirk has been a member of the
KVOO staff since 1952. * * *
Briefly • • •
Ed McCurdy, western-st) Ie singer
of the Easy Glamur jingle I page 44
this issue of sponsor) shared credits
with tv playwrights Sherman Yellen
and Peter Stone on Labor Day. Mc-
Curdy performed and created the
music for a song written by Yellen
and Stone for their play Day Before
Battle produced on Studio One's Sum-
mer Theatre. Incidentally, play was a
tv first for its authors and actor Ted
Flicker, all three of whom were college
classmates.
* * *
John F. Dille, Jr., president of
the Truth Publishing Company. WTRC
and WSJV-TV was recently awarded
a Master's Degree in Communications
at the University of Chicago. Accord-
ing to the University, the degree was
the first awarded to a newspaper broad-
casting executive.
* * *
News of KFAB, Omaha's "Big
Change" in programing received a
bagful of promotion. Material was
mailed recently to advertisers and
agency people throughout the United
States. The paper bags, printed with
the words, "KFAB lets it out of the
bag," included a thorough run-down
on the promotion. One item told of
cut-outs printed to look like diapers
that were dropped by plane on 60
towns in western Iowa and eastern
Nebraska. Each diaper carried Lucky
Change numbers. Holders of those
numbers broadcast over the station
were luncheon guests at WFAB.
* * *
WBTV, Charlotte, played host
recently to Carolina advertising agency
personnel for a special seminar on
color television. The seminar was held
to acquaint agencies with all facets of
local live shows, film, slides and
opaques produced in color. Represen-
tatives from agencies in both the Caro-
linas attended.
* * *
The New York Chapter of the
Academy of Television Arts and
{Please turn to page 107)
N.
JOE FLOYD
Likes to measure
sales curves, too!
Sales curves that go up and up and up — like
practically* all of them do on Joe's
KELO-TV. With its new 1,032 ft. tower,
KELO-TV now beams a picture reaeh-
ing a wider market than ever in the
3-state "money-belt" — Iowa, South
Dakota, and Minnesota.
Add Joe's neighboring KDLO-TV
and you get two rich markets for
your one buy across the board.
^exception. A horse ear manufacturer.
Joe Floyd,
president
Evans Nord,
Gen. Mgr.
i
i
1
i
E
M
E
E
Larry Bentson, V.P.
NBC • ABC • CBS
General offices in
Sioux Falls, S.D.
retroi
REPRESENTED BY H-R FOR TV AND \M
SPONSOR
17 SEPTEMBER 1956
HUMPTY DUMPTY
[Continued from page 41)
through. \\ illi cartoon features and a
hright bow -tie. Humpty Dunipty was a
fairy-tale character come to life.
The idea of a "Happy House" was
di\ eloped by the WK1 -TV art depart-
ment as a meeting place ulnar \<>um^
viewers could join Miss Jane who
lived inside surrounded by dolls, toys
and stuffed animals. On the outside.
"Happy House"' was doll sized; a
painted prop on a painted grassy hill.
To tie in the Looney Tunes cartoons
with the show, hand puppets represent-
in- Pork) Pig and Daffy Duck were
made by \\ K i -TV artist, Doyle Gla-
zier. These were later used in intro-
ducing each episode of the Looney
Tunes series.
On 28 March, the show Avas far
enough along to be auditioned b\
Bresnehen and his assistant Chet Paul.
Hi Roberts, as the famous egg, ap-
peared on the t\ screen, greeted his
guests with a rhyme and ushered them
into Happy House. A tv camera moved
up to the open doorua\ of the house
and as this scene dissolved, a second
camera showed Miss Jane inside.
\fter Miss Jane introduced herself,
she was joined by Humptv Dumpty.
For the next thirty minutes thc\
chatted, sang, played games and pre-
sented two Looney Tune cartoons. To
introduce a Looney Tune, Hi Roberts
donned a hand puppet of either Porky
Pig or Daffy Duck, and the conversa-
tion between these puppets and Miss
Jane integrated the cartoons into the
show.
A tea party during the show gave
Miss jane and Humpty Dumpty a
chance to discusse several food prod-
ucts.
About a month after the audition,
the Humpty Dumpty chain signed a
13- week contract and the show was on
the air Monday through Friday morn-
ings from 8:30 to 9:00.
f. yew stations on air
i f ■■
CITY 4 STATE
CALL
LETTERS
CHANNEL
NO
ON-AIR
DATE
ERP (kw)'
Visual
Antenna
(ft)"'
NET
AFFILIATION
STN8.
ON AIR
SETS IN
MARKETt
(0001
PERMITEE. MANAGER. REP
BRISTOL, VA.
CARLSBAD, N. M.
EVANSVILLE, IND.
MONTROSE, COLO.
KAVE-TV
WTVW
KFXJ-TV
KLAMATH FALLS, ORE. KOTI
6
7
10
2
10 Aug.
24 Aug.
8 Aug.
23 Aug.
9 Aug.
70.8
5
27.6
.617
13.5
2219
301
384
80
1050
NBC
KREJ-TV
Appalachian Bcstg. Corp.
John H. Battison. Gen. Mgr.
Evansville Television Co. Inc.
Western Slope Bcstg.
California-Oregon Tv. Inc.
If. New construction permits*
OITY I STATE
CALL
LETTERS
CHANNEL
NO.
DATE OF GRANT
ERP (kw)'
Visual
Antenna
(ft)*"
STATIONS
ON AIR
SETS IN
MARKETt
(000)
PERMITEE. MANAGER
ABERDEEN, S. D.
ALPINE, TEX.
DEADWOOD, S. D.
JACKSONVILLE, FLA.
KDSJ-TV
9
12
5
12
29 Aug. 1.58 200
29 Aug. .59 — 170
6 Aug. 1.22 570
29 Aug. 316 507 WJHP-TV
WMRO-TV
367,238
Aberdeen Television Co.
Alpine Television Co.
The Heart of the Black Hills Stations
Florida-Georgia Tv. Co.. Inc.
Iff. \ ew applications
OITY & 8TATE
CHANNEL
NO.
DATE
FILED
ERP (kw)"
Visual
Antenna
(ft)"'
ESTIMATED
COST
ESTIMATED
1ST YEAR
OP. EXPENSE
TV STATIONS
IN MARKET
APPLICANT. AM AFFILIATI
ALLIANCE, NEB.
13
1 Sept.
24.894
355
$80,175
$25,000
LANCASTER, PA.
21
25 Aug.
16.97
360
$75,276
$80,000
WGAL-TV
SAN ANGELO, TEX.
3
1 Sept.
.148
223
$59,050
$48,000
KTXL-TV
SIOUX FALLS, S. D.
13
1 Sept.
.552
471
$41,009
$100,000
KELO-TV
SIOUX FALLS, S. D.
13
1 Sept.
18.79
690
$197,857
$150,000
KELO-TV
WILMINGTON, N. C.
3
1 Sept.
53.1
548
$224,828
$140,000
WMFO-TV
Frontier Bsctg.
Peoples Bcstg. Co.
San Angelo Television Co.
Video Independent Theatres Inc.
Morton H. Hcnkin
Carolina Bcstg. System. Inc.
BOX SCORE
/ . S. stations on air
Markets cot ered
17 it
303
•Both new a.p.'a and Btations going on the air listed here are those which occurred betw|
ind 1 September or on which Inl lined In that I
are considered to be on me air wnen commercial operation starts. "Effective radiated
Aural power usually is one-half the visual power. '"Antenna height above average terrain I
above ground), tlnformatlon on the number of sets in markets wnere not designated ai be^
from NBC Research, consists of estimates from the stations or reps and must be deemed appro!
mate. SData from NBC Re-earch and Planning NT A: No figures available at preiull
on sets in market. 'Community would support proposed lower-power station at least three Jt4
or until such time as it becomes lelf-lulialnlng. iPresenuj off air, but still retains Cj
•Non eommerclal. 'Above ground.
72
Sl'ONSOH • I i SKi'TKMlll'.K 1 ().")6
In San Francisco They Are Watching Channel 4
And the Best of the Warner Bros. Film Package
SAN FRANCISCO CHRONICLE • NBC AFFILIATE . PETERS, GRIFFIN & WOODWARD
SPONSOR • 17 SEPTEMBER 1956
73
ONE WILL DO/
Fast-stepping WBNS Radio waltzes away with
the quality market in Columbus and Central
Ohio. WBNS delivers the most listeners . . .
twice as many as the next biggest station. The
most and also the best. With 28 top Pulse-
rated shows, WBNS puts push behind your
sales program. To sell Central Ohio . . . you've
got to buy WBNS Radio.
CBS FOR CENTRAL OHIO
Ask John Blair
The number one Pulse station
covering 1,573,820 people with
2 Billion Dollars to spend.
■■rai
radio
COLUMBUS, OHIO
Several weeks in advance of the
show's debut, WKY-TV's promotion
department launched a pre-sell cam-
paign using tv commercials and news-
paper ads. In addition a half page ad
and a feature story appeared in the
Oklahoma edition of TV Guide, two
days before the program was to begin,
under the heading "Channel 4 Puts
Humpty Dumpt) Together Again.
Standard-Humpty Uumptv advertis-
ing department sent out a direct mail-
ing to the children of the company's
employees. Cash register cards were
placed in Humpty Dumpty branches
within the WKY-TV viewing area. The
company also printed and distributed
250,000 "bag stuflers" for distribution
in the Metropolitan Oklahoma City
area. These "stuflers" advertised the
show on one side and Humptj Dumph
food items on the other.
A total of 41!! lines of displa) ad-
\ertising appeared in newspapers dur-
ing the three weeks prior to the pro-
gram's debut. Display advertising was
supplemented with a daily saturation
of on-the-air announcements starting
one week in advance of the opening
date. A joint newspaper and on-the-
air follow-up continued for one week
after the first telecast on 30 April.
WKY-TV wasn't finished with its
sales job once the show was launched,
however. The creation of The Humpty
Dumpty Show was only the first step.
Humpty Dumpty's excuse for being,
as far as the station and grocery chain
were concerned, was to create a better
means of merchandising the rlumpt]
Dumpty line. W. J. Willi-, who han-
dles the Humpty Dumpty account for
WKY-TV, says, "The merchandising
ideas afforded by the series appear to
be limitless."
Before Standard-Humpty Dumpt)
moved into a full-scale merchandising
program, main possibilities were ex-
plored and carried out. As a starter,
each store was supplied with several
large stand-up full-color cut-outs of
Humpty Dumpty along with a suppl)
of seven-inch high "shelf-talkers."
I In- "Vhrlf-lalkers" are photo cut-outs
of Humpty-Dumpty, and bear the mes-
sage. "As advertised on The Humpty
Dumpty Show."
The posters are moved to different
areas of a store each week to promote
special items. The smaller "shelf-
talkers" have had to be replenished
regularh much to the delight of the
Humph Dumpty people who intended
them not only as in-store displays but
as souvenirs for the youngsters. Each
74
SI'ONSOH
1 i SEPTEMBER 1956
KFEQ-IY
CHANNEL 2 -ST. JOSEPH
A KENYON BROWN STATION
announces the appointment of
as national representative
effective October 1, 1956
Basic details of the KFEQ-TV Market:
♦POPULATION . . 883,700
tTV Homes. . . . 193,897
♦Retail Sales . $944,953,000
*Soles Management, May 10, 1956
fUpdafed ARF
MIDLAND BROADCASTING CO. • ST. JOSEPH, MISSOURI
SPONSOR • 17 SEPTEMBER 1956
75
got it straight
♦he Jockey's mouth
from tm? *v
That's something that could be said for a lot »
of products and services Milwaukee buys, because
in this case, the tipster we're referring to
is a WEMP Disc Jockey! These boys are strong
personalities around here with a loyal gang
of fans. The audience they've built over
the years is your market, and whether they
lend their own inimitable styles to a "live"
announcement you send them or play your
transcribed message, you will sell on WEMP.
We suggest that you slap a harness on
Milwaukee's vast buying market and do it
at a right handsome cost per thousand.
Give our reps a call and let them
give you the complete picture.
Milwaukee's Best Buy
WEMP
5000 Watts at 1250
'■' I i 19.55 20 yearn oj lerviceto \tiltvauki
Represented nationaUj to Headlev-Reed
store is kept supplied with a Large
stuck s<> that the\ may he replaced as
fast as the\ disappear from the shelves.
As a further means of tying in the
show with the Standard - Humph
Dumpt) chain, a third puppet was de-
signed In the K\\ Y-TV art department
modeled after Toppy. the elephant
trade mark of Top Value Stamps.
Humpty Dumph hrand eggs and
Humph Duinptv Ice Cream were pro-
moted with the aid of a Humph
Dumpt] doll that was offered oyer the
show. Viewers could hu\ the doll for
$1.09 at Standard-Humph Duinptv
stores. They could save 50^ by send-
ing a label from an egg or ice cream
carton to WKY-TV for a premium cer-
tificate. The certificate was worth
50<? towards the purchase of the doll
at their local Standard-Humpty Dump-
tv store. 5,000 dolls ordered b) the
chain were disposed of within t \\ • .
weeks after the offer was made. W KV -
TV account executive, Jim Willis told
SPONSOR that store managers report
that ever since they've been unable to
keep up with the demand for the par-
ticular eggs, called cage eggs, that
were plugged during the doll promo-
tion.
Plans are also underway for the con-
struction of a giant copy of "Happv
House." The replica will be displayed
in parking lots at Humpty Dumph
stores for the distribution of promo-
tional material, and possibly merchan-
dise for the youngsters.
Miss Jane and Humpty Dumpt)
started making personal appearances
two weeks after the show began. Their
first appearance at one of the stores
in the Standard-Humph Dumpt] (bain
was publicized to the extent of just one
announcement a da) for three days.
They distributed 1,500 autographed
pictures and. according to Mi>s Jane,
could have used a couple of thousand
more. \\ bile parents shopped, .lh<'\
left their children with the t\ pair.
\ significant jump in sales during
their appearance was reported b) the
store manager.
Fan mail for the show has been.
and continues to be, voluminous.
Standard - Humpt) Dumpt] officials
have been amazed al the instant and
mounting popularity of the show.
Mail pull outdraws an) of the t\ ven-
tures with which the compan] has pre-
viousl) been associated.
It was generalh believed at the
shows inception that its audience
would consist primarilj of tots in the
pre-school age group. This has not
76
SPONSOR
17 SEPTEMBER 1956
»nt n till M*
iii ••••ii ,iiii!
mini u » wui
ii in iiiiiinm " ;,
nniiiuiiiiiuuttH
ii 11 «i 11 ii it ;, A nun"
i 1 U
; i i
l|l|!lUllll!f!ll*!
Radio Success Story: NIGHTBEAT
This month, Atlanta's most exciting radio show enters
its second year.
Nightbeat. In it time buyers have found a terrific
mover of goods and services — at the economy afforded
only by good radio.
Nightbeat. In it listeners have found a strangely com-
pelling attraction that has built a sustained radio audi-
ence of mass proportions.
Nightbeat is Atlanta by night. The news, the tragedy,
the frivolity, the life of a great city reported by a roam-
ing WSB Radio staff, and fitted into a framework of
wonderful music.
Originally a 2-hour show, Nightbeat now is pro-
grammed from 9:30 p.m. to 1 :00 a.m., Monday through
Friday. Now, more advertisers can share the success of
Nightbeat. Contact Petry for information and avail-
abilities.
ll'Sli and WSB-TV are affiliates of The Atlanta Journal and Constitu-
tion. Representatives are Edw. Petry & Co. NBC Affiliate.
"White Columns" is the home of WSB Radio and WSB-TV in Atlanta
SPONSOR • 17 SEPTEMBER 1956
77
proved to be the case. Although the
show is \er\ popular with the pre-
schoolers, mail indicates that young-
sters up to 13 years of age are loyal
\ iewers.
The Humpty Dumpty Show was pur-
posely scheduled opposite CBS Net-
works' adult programing of the Arthur
Godfre) morning strip because it was
felt that the moppets control tv sets in
use during that time segment. Rat-
inns have backed up this policy. Ac-
cording to WKY-TV the show pulled
an eight point rating in the Pulse taken
during the first week it was on the
air. In an ARB survey made during
the shows fifth week on the air, the
rating jumped to 12. making it the
highest rated daytime strip in Okla-
homa Cit\ between 7:00 a.m. and 5:00
p.m. Another ARB rating taken during
the show's 13th week reported a high
of 15.5 for five days.
Standard - Humpty Dumpty execu-
tives have viewed the show with such
satisfaction that they are currently
considering syndication of the series
-ii that it may be used in markets out-
side the WKY-TV viewing area.
In the show's early weeks I. R.
Moore, vice president in charge of
sales for the supermarket chain,
u rote WKY-TV Station Manager P. A.
Sugg a letter testifying to Humpty-
Dumpty's success. Wrote Moore, "In
my opinion, our Humptv I)umpt\
morning show is the most outstanding
form of advertising we have attempted
in quite some time.
"As you know. Jim Willis pitched
the idea of The Humpty Dumpty Shou
to this organization. Many of us here
at Humpty Dumpty viewed the idea
w ith mixed emotions ; however, today
— in the 10th week of the show — we
are convinced that it is a wonderful,
wholesome show and is producing re-
sults far above our expectations!"
And Standard-Humpty Dumpty did
more than mereh praise the show, they
renewed the contract for an additional
39 weeks on WKY-TV. Says P. A.
Sugg, "It took television to give Hump-
ty Dumpty a happy ending." * * *
SPOT EASY TO BUY
{Continued from page 35 i
\I<>~t timebuyers agree that the big-
gest service reps could render to the
agency in expediting the timebuying
process would be conforming to the
standard forms set up.
Standardization and /or simplifica-
tion of forms need not be confined to
availability lists only. A major prob-
lem to timebuyers is the complicated
and very diversified form that stations'
rate cards frequently take. Here's an
area in which the rep can be a driving
force for improvement.
"We've long been aware of the need
to streamline rate cards," says John
Pearson's Newr York manager, Russ
W alker. "Timebuyers frequently tell
various rep salesmen that it takes a
mathematical genius to figure out some
stations' rate cards. NowT, I don't
think that standardization of rate cards
is either feasible or even desirable,
since concepts of selling time differ
from station to station and hinge upon
Two
exceptional
new
advertising
opportunities
from the
company that
made history
with TV
feature film . . .
THE BIG IDEA..
a fascinating weekly
half-hour film series
...the first and only
television program
tosh owcase
American
inventive genius.
Producer Donn
Bennett, creator
of the show, emcees
with the clarity of
an engineer and the
flair of a veteran showman.
In each edition he presents
inventors from all walks of
life who demonstrate their
"brainchildren"— hrand-new. fully
patented but unmarketed inventions.
Already successfully tested in the
nation's fourth largest market. THE BIG
IDEA has thoroughly proved pulling
power for the gadget-loving American
audience and the advertiser
who wants to reach it.
THE BIG IDEA
78
SPONSOR
17 SEPTEMBER 1956
the policies of the station. But we do
advise our stations to keep their na-
tional published rate cards as simple in
presentation as they can to spare l>u\-
ers the burden of having to interpret
what should be clear and obvious."
2. When the traffic jams: \n<l it
does so continuously. Timebuyers
maintain that reps all too often pro-
vide them with old availabilities that
are gone even by the time the buyer
sees them. Reps, on the other hand.
feel that agencies aren't geared to
move in fast enough on hard-to-get
availabilities. Actually, both buyer and
seller are right to a degree, but agen-
cies and rep organizations both have
taken significant steps in the last year
toward remedying traffic jams.
Here's how one rep organization is
solving its traffic problem:
Last January, Blair Tv instituted a
new traffic system which, according to
Sales Manager Jack Denninger, has cut
their station's paper work 75%. Blair
Tv gets all traffic changes from its sta-
tions dail) tm a I \\ \ machine. The
information is transferred to a cen-
tral source which actually duplicates
the station's traffic board, and is ahead
of the station in showing national or-
ders, renewals, expirations and can-
cellations.
The central source is a series of fil-
ing cabinets with labeled trays for
each station. On the top of each sta-
tion's tray there's a legend explaining
w hat each of several colored arrows
represents (I.D.'s, 20's, and so forth)
as well as an explanation of symbols.
Tray-wide flip cards for each hour
break down the station's programing
from early-morning on-air time until
sign-off, with arrow's indicating what's
available and what's sold. Sponsor and
expiration dates are typed or written
in on the cards.
When a salesman is ready to check
on availabilities for a timebuyer, he
takes the metal tray out of the filing
cabinet I as he might with a library
catalog drawer) and dictates the suit-
able availabilities to his secretarv who
then types them up mi standard form-.
"Now we <an offer bona fide avail
abilities much faster," says Denninger.
"Before we Used this s\stcm. each
salesman had to check with four traf-
fic girls to make sure whether avail-
abilities were still free and avoid send-
in- orders to our stations for an-
nouncements that had already been
-old. At that time our information
was based on weekly or monthly logs
from the stations, which were amended
periodical^ through the mail.''
Main major reps have been insti-
tuting systems for getting daily a\ail-
abilit) information from their station-.
But some do still rely on weekly mail-
ings, which tend to slow up their sales
efficiency.
Once a buyer has availabilities to
choose from, it's vital that he act
(|iiickl\. Sa\s Martin Nierman, Edward
Petry & Co. tv sales manager: "Some
buyers don't realize that we're not the
only ones who have this availability.
The same avail is being peddled simul-
taneously by seven other offices around
WAR IN THE AIR is a brilliant
series of 15 half- hour programs,
produced by the BBC
Television Service and never
before seen in America, that tells
the dramatic story of allied
air power in World War II and
—source material for many
ay's best-selling novels,
motion pictures and television films.
Exciting episodes such as "Battle
for Britain," "Air War in Korea,"
and "Jets vs. V2 Rockets" are
part of the footage made available
by the allied governments,
NATO, and all branches of the
U. S. Department of Defense.
Acclaimed by the exacting
critics of the British press, WAR
IN THE AIR is living
history with all the action,
suspense, and prestige
of powerful realistic drama.
(Pre-sold to Rainier Ale for Los
Angeles, San Francisco)
WAR IN THE AIR
45 FAMOUS FEATURES
Television's original Million Dollar Movie — the most suc-
cessful film package ever sold to television — is now avail-
able for re-sale in many markets at extremely low cost.
Now ... 32 branch offices
Albany- 1048 Broadway. Albany 3-3118
Atlanta- 195 Luckie Street, NW, Jackson 3-1971
Boston - 122-28 Arlington Street, Hancock 6-0457
Buffalo - 505 Pearl Street, Cleveland 0743
Charlotte- 21 5 West Fourth Street, Edison 3-7717
Chicago — 1300 South Wabash Avenue. Harrison 7-3629
Cincinnati - 1634 Central Parkway, Cherry 1-1470
Cleveland - 2340 Payne Avenue, Prospect 1-5980
Dallas — 402 South Harwood Street. Randolph 6175
Denver — 807 Twenty-first Street, Alpine 5-0305
Des Moines- 1022 High Street, Des Moines 2-9171
Detroit — 2310 Case Avenue. Woodward 1-8681
Indianapolis - 428 North Illinois Street, Melrose 5-2582
Jacksonville- 128 East Forsyth Street, Elgin 6-0427
Kansas City, Mo.- 1712-14 Wyandotte Street, Harrison I-77A0
Los Angeles - 1980 South Vermont Street, Republic 2-0151
Memphis - 152 Vance Street, Jackson 6-1281
Milwaukee - 732 West State Street, Broadway 1-4445
Minneapolis - 1025 Currie Avenue, North Atlantic 6367
New Haven - 124 Meadow Street, State 7-2119
New Orleans— 1418-20 Cleveland Avenue, Raymond 1148
Oklahoma City- 710 West Grand Avenue, Central 2-0271
Omaha- 1508 Davenport Street, Atlantic 5424
Philadelphia - 1225 Vine Street, Locust 7-3555
Pittsburgh - 1809-13 Blvd. of Allies, Grant 1-2237
Portland — 915 Northwest Nineteenth Avenue, Capitol 7-6535
St. Louis - 3143 Olive Street, Jefferson 3-3000
Salt Lake City- 204 East First Street, S., Davis 2-5528
San Francisco — 251 Hyde Street, Ordway 3-2808
Seattle- 2316 Second Avenue, Elliot 8225
Washington - 932 New Jersey Avenue, NW, District 7-3672
RKO TELEVISION
a division of RKO TELERADIO PICTURES, INC.
MAIN OFFICE 1440 BROADWAY. NEW YORK 18, N. Y.. LO 4-8000
SPONSOR
17 SEPTEMBER 1956
79
what makes
Columbus
a leading
market?
/
/
t<j-*i£
m
i
>;
os;
IX*
"Show me a good sport and I'll show
you a good spender !"
Columbus fills this bill . . . Columbus
is a leading sports mecca . . . and WBNS-TV,
Columbus' leading station, fills the bill for
sports coverage.
Columbus is national headquarters for
both Minor League Baseball and the Trot-
ting Association. It is home to the Inter-
national League Jet Baseball team ... a
group sponsored by the faith and money of
Columbus businessmen ... it is the site of
the famous Ohio State University Stadium
. . . where 80,000 fans cheer their winning
team . . . and the new St. John's Arena for
indoor sports . . . for racing enthusiasts there's
Beulah Park and Hilliards Harness Track
. . . for golfers, their own clubs or the beauti-
ful new Arthur Raymond Memorial course . . .
For WBNS-TV viewers, there is com-
plete coverage of their favorite sports . . .
. . . for ADVERTISERS . . . there is a
guaranteed audience of 500,400 TV families
. . . and the assurance that WBNS-TV is
rated the number 1 station in this market of
sports loving spent his.
No. 4 in "Columbus Market" Series
;ns-tv
WBNS-TV
COVERAGE FACTS
TOTAL POPULATION
1,872,900
TOTAL FAMILIES
556,000
TOTAL TV HOMES
500,400
46% average shore
of audience in this 3
station market.
15 out of 15 Top
Once-a-week shows.
8 out of 10 Top Multi-
weekly shows.
(Source: Columbus
Telepulse July, 1956)
REPRESENTED BY BLAIR TV
channel 10 • columbus, ohio
CBS-TV Network . . . Affiliated with Columbus Dispatch . . . General Sales Office: 33 N. High St.
the count!) and by the stations own
local salesmen. If the buyer doesn't
act fast, he may lose his chance."
One solution to assuring an account
a hot nighttime tv availability is sug-
gested by Nierman. He says, "Give
the rep more authority. Let him buy
fin you at times. When one of a rep's
clients cancels a top time slot, he could
pick it up for another account that he
knows is buying at that time. This
way, the hu\er is sure to get the best
availability and it saves a lot of time-
consuming paperwork."
Although this solution has been put
to the test at times — and successfully
BBDO's Eleanor Scanlan sounds a
warning note about it: "There's a dan-
ger of duplication, if you let the rep
buy for you for the sake of getting a
hot availability. After all. he doesn't
know what you've been doing that par-
ticular day. and \ou might have been
able to clear a comparable time on a
competitive station."
3. How to buy the best local
show: This is the biggest problem in
spot buying, complicated by the diffi-
culh of obtaining complete informa-
tion about local shows.
Latest aid to timebuyers is NBC's
Radio-phonic Spot Bu\ ing being test-
ed in V 'i . area, i See \oic you can
buy radio by ear, page 39. this issue
of sponsor, i This NBC spot sales
service permits timebuyers to phone
NBC office in New York and request
telephone auditions. recorded, of
shows that might fit into their spot
schedule.
Veteran reps realize the importance
of providing full programing informa-
tion, but in this area they're generally
at the mercy of the stations. The\ tr\
to solve the problem of getting pro-
graming background in two different
ways: (1) 1>\ repeatedly requesting
such information from the stations
represented. (2) Some reps delegate
the responsibility of providing pro-
graming information to their own sales
development and promotion depart-
ments. These departments then cor-
relate and systematize the information
on local programing and pul it into
attractive presentation forms for their
salesmen.
This is the type of information
timebuyers seek about any local pro-
gram: I I i categorj and format of the
show; < 12 1 personality and background
of the stars: (3) star's appeal in the
inaikel and other activities, such as
cliih and civic work: ill ratings of
80
SI'ONSOK
I , SEPTEMBER 1(>.~>(>
I have used WKNB-TV
for the exclusive advertising
of our Martin-Rosol Brand
Meat Products. In less than
two years our sales zoomed
to an all-time high.
Without reservation .
I consider WKNB-TV the finest
advertising medium in
the Hartford County Market.
Continuous results have kept
me advertising on WKNB- TV
for three successive years."
Says Mr. Martin Rosol
Martin Rosol's Inc.
* Letter on file
»
"Without reservation, I consider WKNB-TV
the finest advertising medium in
the Hartford County Market
More and more national and local advertisers use WKNB-TV,
because they get more results at lower cost. WKNB-TV reaches more than
375,000 families . . . situated in the heart of the New Britain-Hartford
market ... 31st biggest and 3rd richest in the United States.
National Representative: The Boiling Co., Inc.
Basic \ 1:
M WKNB-TV
VVIXUD-I V channel
studios and Offices • • West Hartford lO, Conn.
©
SPONSOR • 17 SEPTEMBER 1956
81
the show, of the programs opposite it.
and audience composition informa-
tion: (5) success stories of national,
regional or local advertisers who have
heen on the show.
4. Did the commercial really get
on? The follow-through on a cam-
I ii-ii alread) on the air has always
been a time-consuming job that time-
buyers must cope with while trying to
improve r\i-tiii- schedules and luninu
new campaigns. Policing stations,
the) feel, has always heen a matter of
complicated bookkeeping, but these
days it's compounded by an increasing
tendency among television stations not
to send them affidavits of performance.
"It's hard on the Inner and on the
rej) when stations don't make it a regu-
lar practice to send along affidavits of
performance," one rep said. "The
agency is responsible to the client for
commercials being on the air as or-
dered, and we're responsible to the
agency. While much of our business,
including taking and placing orders,
is done verbally, there's need for writ-
ten records of that verbal or written
contract having been fulfilled."
The fact that these affidavits are not
sent along as a matter of course de-
lays the negotiating for make-goods,
timebuyers say. Which brings up an-
other step that reps and buyers would
like to see taken — the standardization
of make-good forms. The problem of
wading through a varietv of such
forms from the stations and searching
for the vital information all over the
pa^e is one that wastes the salesman's
time as much as it does the buver's.
5. Whose ratings do you get?
Mention ratings to the timebuyer, and
he II throw up his hands in despair.
Say the word to a rep, and he'll shrug
his shoulders helplcsslv. Katimzs are
possibly the single most time-consum-
ing and frustrating stumbling-block to
efficient spot buying. And there are
no three mediamen who'll agree on
one solution to the problem.
"When the station doesn't use the
rating service we subscribe to, we just
ignore their ratings and use ours,"
says C&W's Jerry Sprague.
"I'm grateful for any ratings infor-
mation the reps give me," says Grey
Advertising's Joan Stark.
"Reps shouldn't make you call three
limes for one ratings figure," says
Donahue & Coe's Evelyn Jones. "Let
them automatically give as complete
information as possible on each avail-
abilih
Here again the reps depend on their
stations for the information. When the
stations provide ratings, the reps use
them. But these ratings aren't neces-
sarily as helpful as thev might be.
"Show me any three stations in a
three-station market that subscribe to
the same service," one rep told spon-
sor. "Naturally, they buy the one that
makes them look best. \\ hat can we
do?"
6. Is this trip necessary? Buyers
and sellers of time both are acute] v
aware of one practice that takes its
toll in many wasted hours weekly—
"the waiting game."' It applies on both
sides of the ledger.
These are some of the solutions the
rep salesmen propose:
1. When a rep announces himself
to the agency receptionist, let the time-
Inner give a direct message, such as,
"I'll see him for a minute in 10 min-
utes," or, "I'm in a meeting and won t
be out for five hours," or "Ask him if
he could come in at 2 :00 p.m. in-
stead." This courtes\ mav save the
salesman as much as 10 hours a week.
2. Once the salesman's in the office,
Score a "Knock-Out" in BATON ROUGE
No more potent salesman in the Baton Korijj'e
trade area than WAFB-TV . . . "The Champ"
when ii comes to Rating, and "The Champ"
when it comes to merchandising your products
and shows.
WFAB-TVs rating Leadership is nearly 5-to-l.
WFAB-TV's merchandising leadership is unsur-
passed. Here are jusl four examples :
x- • , ROUND 1
First place winner in
"Lucy Show" competition
with a double first prize
for special merchandising
job.
ROUND 2
First place in Screen
Gems, Inc. contest on
program promotion.
ROUND 3
Finished in "top four"
in promotion contest
sponsored by "Frank
Leahy and His Football
Forecasts."
ROUND 4
WAFB-TV's only entry
was second place winner
- in 1956 Billboard
promotion contest for
"network programs."
WAFB-TV
CHANNEL 28
Affiliated with
WAFB AM-FM
200,000 WATTS
Reps:
C_|| Adorn Young, Nalionol or Clark*
"" trown in South ond Sovlkwtil
82
SPONSOR
I i si i' n:\im.n lO.'iii
THE MAN WHO WALKED UNDER A MISAPPREHENSION
or
How far to the nearest relative ?
ONCE upon a time there was a fellow
from Amarillo who was fond of say-
ing that his home town was closer to five
other state capitals than it was to its own
down in Austin. One day he ran into a
Skeptic with a map and a pair of calipers.
"You lie," said the Skeptic. "Looka here —
it's 425 miles to Austin, 450 to Cheyenne,
360 to Denver, 250 to Oklahoma City, 450
to Topeka, 260 to Santa Fe."
"That's the way a crow flies. How about in
a car?"
"I just happen to have a road map here
in my pocket. Let's see ... It says 509 to
Austin, 544 to Cheyenne, 547 to Topeka.
You're better off to ask another crow\"
"Hell with a crow. Let's charter a plane
. . ." and away they went to an airport.
"I want to fly to Cheyenne," Mr. Amarillo
said to the gal.
"Why?" she replied.
"Find out how far it is."
"We got better ways to tell . . . it's 450 miles
by this here map."
"See — whadda I tell you," said Mr. A to the
Skeptic.
"Whoa up a minute," said the Skeptic.
Turning to the lady, he asked.
"How far you make it to Austin?"
"lL,r> miles," she allowed.
# # #
Well, so it's only 3 capitals Amarillo is
closer to than its own.
It doesn't really matter, so long as we're
close to the stuff advertisers look for when
they want business.
K GNC
J \
Amarillo
AM-TV
NBC AFFILIATE
TV: Channel 4. AM: 10,000 watts, 710 kc. Represented nationally by the Katz Agency
SPONSOR • 17 SEPTEMBER ln">(i
83
the timebuyer should shut off incom-
ing phone calls that extend the sales-
man's visit and interrupt his pitch.
The reps realize that the Inner can't
do that with long-distance calls from
stations or clients, which he may have
placed hours earlier. But local calls,
lliey feel, could be handled by the
secretary.
Timebuyers, too, have a few time-
-.i\ing suggestions to make:
1. Reps should keep their visits
down to 10 minutes, unless making a
specific, or requested presentation.
2. Buyers generally don't find
lunch-time presentations for groups ef-
fective. But when a luncheon presen-
tation is scheduled, they prefer seeing
the presentation before lunch, rather
than during or after. After lunch.
thej re usually rushing back to a meet-
ing or the office. During lunch they're
distracted. But the half-hour before
lunch can be usefully employed with a
presentation.
3. While a buyer's busy with a par-
ticular campaign, don't take up his
time with a pitch about a market he
can't consider at that time.
There's one source of misunder-
An $899,481,000
Buying Power Market!
MORE AUDIENCE
than any other TV station in the
rich heart of Louisiana
FROM 5:00 P. M. to SIGN OFF
(Monday thru Friday)
WBRZ rated highest in 125 quarter hours out
of 149.
FROM 12 NOON to 3:30 P. M.
(Monday thru Friday)
WBRZ rating Tops All Others Combined!
- from a study by American Research Bureau,
Inc., encompassing 31 counties and parishes
in Louisiana and Mississippi.
WBRZ 2
BATON ROUGE, LOUISIANA
Power: 100,000 watts Tower: 1001 ft.
NBC-ABC
Represented by Hollingbery
standings that should be cleared up so
that rep and buyer can work together
at optimum efficiency. It concerns the
rep's visits to the account executive
and the client. Most reps feel they're
not doing their job unless they main-
tain a constant and direct line of con-
tact with all the people concerned in a
campaign. And when they don't go to
the client in a spirit of complaining,
most timebuyers don't resent their vis-
its to the client. But a timebuver does
feel that he should know when a rep
is going to see the client and be
briefed on the story that will be told
to the client so that he's covered in
case questions arise from the meeting.
The reps' justification for needing
client contact is that they can't service
an account well unless they know all
the facts. And some rep salesmen feel
that the buyer doesn't always know all
the details. Some orders have resulted
from a rep's presentation to the client
which showed that additional budget
allowance should be made for a par-
ticular market. "This is a decision."
one rep said, "that the timebuyer usu-
ally can't make."
Many timebuyers feel that the rep
can be useful to them through their
own contact with the client. "Bv pro-
viding general information about the
medium, their stations and markets,
they can presell the client," one buyer
told sponsor. "But they should not
bypass the timebuyer on specific avail-
ability decisions."
7. That troublesome "local rate":
High-ranking in importance among the
jobs that timebuyers must perform is
the task of selling the client on his
campaign or schedules. After all. cli-
ent and trade support is an important
component of a campaign's success.
And this support, media buvers sa\.
hinges chiefly on "value received."
The client has to be sure that he's get-
ting his money's worth.
Yet, increasingly often, timebuyers
get letters I sometimes direct from a
dealer, but often passed on through the
account executive by the client) from
the dealer or distributor, telling what
kind of a schedule he can place at a
local rate. The trouble is there's no
set standard for qualifying for a local
rate; some stations interpret their rate
structures more liberally than others.
The resull can be chaotic.
"Obviously, if a car dealer associa-
tion finds out that one of its dealers
i> getting a local rate with coop money,
it will have less faith in the agency as
i Please turn to page ,] 1 I
84
SPONSOR • 1 - SKPTKMHKR 1()5()
"ARB" oct. 1955
"ARB" march 1956
KSLA-TV has ten of the TOP 15 shows . . . 64% of
the morning audience . . . 58% of the afternoon audience
and 53 of the nighttime audience. Thus PULSE backs
up ARB in proving KSLA-TV's continuing audience
leadership in Shreveport. That's why over twice as
many national spot accounts and one-tliird more local
accounts Use KSLA-TV than the other Shreveport
channel! Your Raymer man has full details of the
success story. KSLA-TV
FIRST IN SHREVEPORT, LOUISIANA
T IN SHREVEPORT, LOUISIANA f 0±
KSLA-TV\^|Z
FULL 316,000 WATTS PO WER - ANTEN N A HEIGHT 1,200 FEET
PAUL H. RAYMER, INC.
NATIONAL REPRESENTATIVE
CBS-TV BASIC new york • Chicago • Atlanta • Detroit • dallas • san francisco • Hollywood
SPONSOR • 17 SEPTEMBKR 1956
85
ch.
WISCONSIN
M
inthelarulof.../^
HAYDN R EVANS, Gen Mgr Rep WEED TELEVISION
86
SPONSOR • L7 SI PI i MBI R L956
CTOBER 1956
TV COMPARAGRAPH OF NETWORK PROG
MON DAY
Jarry Moore
Campbell
•nett
irlstol-Myers
;SS alt m
ST alt sust L
>4 hr $3,600
rthur Godfrey
Gen Foods
Y&R
tand Brands
tea
Var $4,150 L
simul Vi hr
dfrev (cont'd)
Sristol-Myers
Y&R m&w
11-11:30
trlke It Rich
I >igate: tthpst;
I i. super suds,
; ilmollve, (lb.
•jti
tn i
m-f
ty $15,000
l Valiant Lady
I Hand Brands
te»
NT m L
1 $10,000
Love of Life
mer Home Pr
TNT m-f L
| d Bates $10,000
ar«h for Tom'w
P&G: JoyT
I NT ro f I
Tnett $10,000
I uldlng Light
I Hi . Ivory. ilu/.f
NT m f *
mpton $10,000
News
1-1:10
m-f
Sust
r l&f
Stand Up &
Bo Counted
Sust
? I,
As the World
Turns
PAG: prell.
Ivory snow
ONY m-f 104L
LB $15,000
jr Miss Brooks
F
sust
irt Llnklerter
Lever: surr
Hy m.w.f L
BDO
Campbell
irnett
%hr $4000
Blf Payoff
Colgate: fan.
hlorophyll tin
st, casnmr but
!NT m-w.f L
feim fii.th>
sty % hr $6,000
Bob Crosby
rown & Wmson
ates alt sust
Vi hr $3,150
Brighter u»,
PAG
15NY m-f I,
!&R $10,000
he Secret Storm
,ni Home Prods.
19NT m-f L
ed Bates $9,500
Edge of
Night
4&G. uue. pi-oli
29NT m-f 122L
I&.B $15,000
No nelwurl
programing,
m-f
L
che:
Sun
TUESDAY
Dim utn
School
Multiple spons
Var L
Vi or $1,600
Bandstand
simul
91NY m-f 74L
Home
m-r H 12
Remote cut-Ins
91Var L&F
(Women » servii*
program. For
partlc sponsors.
there are eight
1-mio commer
dais an hour
available
wk $25,000
Tie Tae
Dough
NT m-f L
sust
It Could Be You
Hy m-f L
>u network
programing
Garry Mooro
sust
Best Foods
Ludgin
'/„ hr $3,140
NY L
Arthur Godfrey
Var L
Scott Paper JUT
see rnorj
No network
programing
m-f
No network
programing
ro f
Parties
Vi hr $3,000
Ns network
programing
m-f
No network
programing
m-f
Tennessee Ernie
Ford Show
P&q B&B
Swift Mc-E
Hy m-f 1,
Vi hr $3,500
NBC's Matinee
Theatre
nartle sponsors
HY I
No uetwork
programing
m-f
network
ograrplng
m <
Norwich
B&B
Godfrey (cont'di
Kellogg Burnett
t&th
Plllsbciry Mills
m-th
Burnett
Strike It Rlth
Colgate
m-f (see moo)
Eaty
Valiant Lady
Wesson Oil
NT L
Fitzgerald
Lave af
Life
Amor Boom Pr
m-f (fee
moo)
Ted Bates
Search for
Ton'v
Burnett
KAG:
oyt
m-f (•*«
mon)
Killing Light
|»AQ: Ivory, duat
m f (see moil i
Come ton
sust
News
1-1:10
NT L&F
Stand Up &
Be Counted
NY L
sust
Color
$30,000 «k
Afternoon
Film Festival
partle
NT
Dem Committee
4:55-5
10/2
10/16 NCK
10/30
As the World
Tumi
P&G: prell.
Ivory snow
m-f (see mon)
B&B
Our Miss Brooks
Hy F
Art Llnkletter
Kelloen all pi
52Hy L
tu.th
Burnett
"Mi.hury Mills
Burnett
81a Payoff
NT L
sust
Bob Crosby
Carnation
E Wasey
Wesson
Fitzgerald
Hy
Best
DFS
Foods
Queen For A
Day
Hy parties L
4-4:45 pm
Vi hr $3,000
Modern Romances
NY sust L
4:45-5
Comedy Time
NY F
sust
No net
programing
Afternoon
Film Festival
partle
3-5 pm
Mickey Mouse
Club
m-f
all wks
Welch Grape J«
OCSS 5 15-5:30
Armour
Laird S 3«-
Carnation
Erwln Wasey
5:46-«
Chi I"
& co-op 5-5:15
per Va hr
$5,040 to $6,300
Brighter Day
PAD
mi t (see mom
uH
the Secret Storm
Amer Home Prs
(see Mon) m-f
Ted Bates
Edge of
Night
I'AC mie prell
m-f
a»nr»- * n.,iH
(see lion)
4 ft
No nelwurs
programing
WEDNESDAY
Dlna Doit **><'
Var L
Garry Moore
Lever Bros JWT
(See Mon)
Ftlgidalre
Gen Motors
Kudner
No network
NT L
programing
of
Arthur Godfrey
Easywashar
BBDO
Bandstand
simul
91NT m-f 74L
partic
Home
ra-f 11-12
Remote cut-ins
91var L&F
Simon lie
SSCB
40 Var
(soo mon)
No network
programing
m (
Tie Taa
Dough
NY m-f L
It Could Ba You
Hy L
Parties
No network
programing
m-f
Godfrey (cont'd)
Bristol Meyers
11-11:30
Y&R
•trlke It RUk
Colgate
I m-f
(sea man)
Eety
Valiant Lady
General Mills
w. f
DFS. K-R
Love at Life
Amor Home Pr
m-f (see mon)
Ted Batea
Search tar Tom'w
P&G: Joyt
m-f laee mon)
Burnett
Guiding Light
PAG. ivory, dull
m-f (see mon)
Compto"
Newt
1-1:10
NT aust L&F
No network
programing
m-f
No network
programing
m-f
No network
programing
Tennessee Ernla
Ford Show
P&G B&B
Stand Brands
Bates m-f
Hy L
No network
programing
m-f
Stand Up &
Be Counted
NT L
sust
h ~Asltie World
ITurna
P&G: prell.
ivory snow
m-f (see mon)
B&B
Our Miss Brooks
Tly P
sust
Art Llnklerter
Lever: sur:
m.w.f
BBDO
Simoniz T-Lalrd
Hy L
NBC's Matinee
Theatre
partle sponsors
HY L
Color
Queen For A
Day
Hy parties I.
4-4:45 pm
Modern Romances
Alberto Culver
Wade alt sust
Vi hr $2,700
NY L
Comedy Time
NY F
sust
No net
programing
Afternoon
Film Festival
partle
Bit PayatT
Colgate
m.w.f
(see morn
Esty y2 hr $6,000
NY L
Bob Crosby
Gerber
D'Arcy
Afternoon
Film Festival
3-5 pm
partle
Dem Committee
4:55-5
10/10 & 10/24
NCK
General Mills
w.f
44Hy 1
Kneot-
Reeves
Brighter Day
P&G
m-f (see mon)
NY L Y&R
The Secret 8torm
Am Home Prods:
m-f (see mon)
Ted Bates
Edge of
Night
P&G: tide, prell
m-f
(See Mon)
Benton A Bowles
Mickey Mouse
Club
m-f
co-op 5-5:15
Gen'l Mills
w-f
5:15-5:30
5:45-8
Knox Reeves,
Esty
Mattel
Carsorif-Rooertj
SOS alt
McC-E 5:30-5:45
Chi F
Per V* hr
$5,040 to $6,300
No network
programing
m-f
Olni Dam
School
(See Mon)
Var L
Bandstand
simul
91NY m-f 74L
partic
No oetwo
programli
m-f
Homt .o netwe
91v'aV U-'l&F °'°*T
Remote cut-ins
Tie Tae
Dough
NY
It Could Ba You
m-f
Hy L
parties
No netw
program!
m-f
No network
programing
m-f
No netw
program I
m-f
No network
programing
m-f
Tennessee Ernie
Ford Show
P&G B&B
Minute Maid
Bates alt
Brown & Wrnsn
Seeds
Hy L
No netw
program
m-f
Afternt
Film Fei
parth
NBC's Matinee
NY
Theatre
partic sponsors
NY L
Color
Queen For A
Day
Hy k
parties
4-4:45
Afterm
Film Fe
3-5 p
parti
Dem Com
Modern Romances
Sterling liriig In : .\ I
DFS ', hr $2,700 NCK
NY 1>
_ . ,.. Mlek*v
Camedy Time J c||||
»USt I Mil
Bu'n-tl
s r s 30
UMitol-S
i
No net „.r \/A hr
programing J5.04O to
RAMS
Daytime
OCTOBER 1956
THURSDAY
FRIDAY
Garry Moore
lUlt
Tool
North
5 ran L
Arthur Godfrey
Seheldeler A
Beck
Manhattan Soip
Amer Home
Prod
Ted Bate*
iite moo)
fiedfrey (cont'd)
Kelloci
Burnett TATh
Ptllibury klllli
Burnett
40Var 1.
ilaul '/< hr 13M5
Strike It Rleh
Colgate
m-f ne« moo)
lity
Vallaat Lady
Tool Co
NT >-
North
Love of
Llfa
Amer Home Pi
m-f <••*
moo)
Ted Bate*
8-arir. toe
Too a
PAO:
oyt
m-f < see
moo)
Burnett
Guiding Light
Pad ltory. dual
m-f (tee moo)
CeaiM
Newi
1-1:10
KY iust LAF
Stand Up A
Be Counted
NY L
luit
A* The Woild
Turna
PAO: prell.
Ivory mow
m-f (aee moo)
BAB
Our Miss Brooks
1 1 1 )•"
lust
Art Linkietter
KelloKI. all pi
viHj L
Burnett tu.th
I'lliiDiirj Milli
Burnett
% hr $4,000
B la rayett
NY m-f
■ui tu.tb
Bet) Crelby
Tonl Co
North
PAO Cempten
Brlihter Oil
m f (ee* mon)
Ya\R
The Seeret 8t*r*i
tnn Il'ine Pri
.TV.., n f lae* moo)
;^1'*1 T*i Rain
Edge ef
Night
I
m f
Ber.l~> A RnlM
Diaa Oeni tiheal
Mllea Labi
G. Wade
Tax L
>4hr $1600
Bandstand
ilmul
91Hy m-f "1L
parllca
No network
programing
m-f
Heme
m-f 11-12
91Tar LAF
Bemote cut-lm
No network
programing
m-t
Tie Taa
Dough
lull
NT ml 1.
It Could Be You
Hy L
partlca
No network
programing
m-f
No oelwork
programing
B-f
No network
programing
m-f
No network
programing
m f
Tennessee Ernie
Ford Show No network
m.f programing
PAO BAB m '
Mllei G. Wade
NBC* Matinee
Theatre
parti* ipomori
HT I-
Color
Garry Moore
Swift
Me-E
Lever Broa JWT
CBS-Hytroo
BAN alt wki
lust
Oen Mills BBDO
••• >',NV L
Garry Moore
I cont'd)
Yardley of Lndn
Ayar
Staley
RAR alt wks
SOS MC-E
Strike It Rial*
Colgate
m-f
dee mon)
Hty
Vallaat Lady
Oeoeral MUli
w. f
DF8, K-R
Lav* af Llfa
Amer Home Pr
(m-f teae mon)
Ted Bate*
Search tor Tom'*
PAO: Joyt
m-f '«ee mon'
Burnett
burning Light
PAO: Ivory, duxt
m-f (see mon)
Comptoa
News
1-1:10
NT «ust LAF
Stand Up A
Be Counted
As the World
Turns
PAO: prell.
lrory mow
m - * ( lee mon )
BAB
Afternoon
Film Festival
NY F
Our Miss Brooks
Hy F
suit
"Art Linkietter
Lever . iurf
BBDO m.w.f
" Swift"
Me-E
«4Hy 1
^»hr I40IR
Si a ray*"
Colgate
m.w.r
dee mon)
Esty 'j lir $6,000
Bob Crosby
SOS Mil'inn I
alt TTarcl Rlslmp
Speetor_
Oanaral Mill.
I.
Knex- wAf *A hr
Knox- Reave*
Queen For A
Day
Hy partlca L
4-4:45
Modern Romance*
nit h
Brighter Day
PAO
m-f dee mon)
YAR
The Secret Storm
Afternoon Am Home Prodi:
Film Festival m f (lee mon)
3 5 pm Blow
■nimittrr
NCK
Fdg* »f
Night
P4VQ iMe. prell
rr f
BAB
SATURDAY
Oiea D*«g S«h*ai
(See Mon)
I.
rapt. Kaagara*
ffT parties L
No network
programing
5 mln $415
Mighty Mouse
Bandstand
Playhouse
General Foods
slmul
rAR
91NT m-f T4L
alt wki
partlc
• Ull
$20,000
Wlnkly Dink
and You
NY lust L
Heme
Kiddie Specs,
only
m-f 11 '*
SlVar LAF
1 .u«e
..-- moo A tul
D'Arey
Tala* *4
NY L
Tela* Hanger*)
lieoeral aalUi
Remote cut-lni
latnaai-
Laird $18,000
alt
Curtis* Candy
c L. Millar
Hy *"
Tie Ta«
Dough
NT t. r t
'he Big T*p
Kiddie Specs.
National Dairy
(Cont'd)
Prodi lealteat
lee rraam. ieal-
te«t dairy prodi
N . Network
Programing
•OPhlla I.
It Could Be You
Hy L
Brown &.
Williamson
Ayer $16,000
Seeds
No network
programing
m-f
Nn network
nrngramlng
No network
programing
m-f
Tennessee Ernie
Ford Show
PAO BAB
Brown A Wmsn
Seeds
alt
Stand Brands
Bates
No network
pr^ramlng
(l«> R**t»r
Oeneral Mtlll
wheatle* kli
Hy F"
alt
Nl -'>
B Houston
DFS $18,000
No network
programing
Football
Store board
pm
gut
Var L.
Football
Scoreboard
(Cont'd)
No network
programing
NBC's Matinee
Theatre
pari la ipomori
H« L
Color
Queen For A
Day
Hy part In L
Football
S< larboard
\.. . .
| - •'nlng
M»Hrrn R.minrei
in-- s:.tdo
Hawdy D*ady
Contlnetital
Bktng
Bates alt suit
KY $24.000 L
I Married
tan
NY F
lust
Fary
Oeneral Fds
NY r
BAB $33,000
Uncle J*hn*y
C*arr* Sh*w
S»lft Me-E
alt tusi $2,350
Lhl L
Caw bay
Theatra
•ult
NT LAF
Football Preview
1-1:15 anprox
Allstate
Christians**)
\ if L
NCAA Football
Bristol Myers
YAR
O B Rubber
F. D Richards
Sunbeam
Perrin Paus
BBDO
SI1: million
far all
Tar I.
<a*u*a
rVoup*
It«m
'
r
$r,.too
pYt) Si '
irnfrlnlnl
Comedy Time
N I r.
•ult
No net
programing
Mliktv m -i"
Club
I In*
J <Y*an
alt arki ><ith
n Halt
NLAB
MUli
f
IB 4
Kwi R"VM
A F.r>
Chi r
t i in t. in.ioa
programing
Cemedv Time
VV tint F
N < w-
programing
Itsrort
|-»m1n
■work
imln|
f oothall
Scoreboard
Mr M IAA
:;o appros
Mr Wizard
Hi*
Hit
NT m
YOU MIGHT GET A 63 -LB. TAKE TROUT* -
HIT..
THE MARCH ARB REPORT CREDITS WKZO-TV WITH
ALL 20 OF THE "TOP 20" PROGRAMS!
AMERICAN RESEARCH BUREAU
March, 1956 Report
GRAND RAPIDS-KALAMAZOO
Number of Quarter Hours
With Higher Ratings
MONDAY THRU FRIDAY
8:00 a.m. to 6:00 p.m.
6:00 p.m. to 1 1:00 p.m.
WKZO-TV
136
87
Station B
61
13
SATURDAY & SUNDAY
10:00 a.m. to 1 1:00 p.m.
72
32
NOTE: Survey based on sampling in the following pro-
portions — Grand Rapids (44.7% ) , Kalamazoo
(19.7%), Battle Creek (18.2%), Muskegon-
Muskegon Heights (17.4%).
WKZO-TV — GRAND RAPIDS-KALAMAZOO
WKZO RADIO — KALAMAZOO BATTLE CREEK
WJEF RADIO — GRAND RAPIDS
WJEF-FM — GRAND RAPIDS-KALAMAZOO
KOLN-TV — LINCOLN. NEBRASKA
Associated wifh
WMBD RADIO — PEORIA, ILLINOIS
YOU NEED WKZO-TV
TO LAND SALES
IN WESTERN MICHIGAN!
March, 1956 ARB figures (left) show that WKZO-TV is the
favorite television station in Battle Creek and Muskegon, as
well as in Kalamazoo and Grand Rapids! It's the favorite
by better than 2-to-l for the week as a whole — by better
than 6-to-l at night!
WKZO-TV is the Official Basic CBS Television Outlet for
Kalamazoo-Grand Rapids and Greater Western Michigan.
Channel 3 — 100,000 watts. Serves one of America's top-20
TV markets — 599,060 television families in 29 Western
Michigan and Northern Indiana counties!
100,000 WATTS • CHANNEL 3 • 1000 TOWER
WKZO-TV
Kalamazoo - Grand Rapids and Greater Western Michigan
Avery- Knodel, Inc., Exclusive National Representatives
'Hubert Hammert caugjht one this size in Lake Superior in ^lay, 1952.
SPOT EASY TO BUY
[Continued from page 84)
the most economic and efficient buyer
of time/' one major agency timebuyer
told SPONSOR. "It's vitally important
to the reps, in this instance, to support
the agencies and thereby protect them-
selves. The station that's too free with
its local rate, after all, bypasses its
national representatives. And in the
long run, the stations are hurting their
own business by doing it."
Most l>u\ers interviewed by SPONSOR
indicated that this problem has been a
growing one. The increase of local
dealer advertising through dealer as-
sociations and with financial help from
either dealer associations or the manu-
facturer has brought this problem to
the fore.
"It's a problem that no individual
agency or rep salesman can solve,"
says Donahue & Coe's Evelyn Jones.
"Most of the media people I've talked
to feel there are only two realistic lines
of action. One is for the heads of the
rep organizations to keep their stations
in line and set up uniform standards
for local rates among them. But an
i proud
Announcement
Madison's Dominant Station
joins
AwtftitiA (jOd-fed-f QhJOWvwQ KJ^iMk
Effective Sept. 29, WKOW-TV, southern
Wisconsin's first television station, be-
comes a primary interconnected affiliate
of the American Broadcasting Company,
the fastest growing network in the nation.
An outstanding line-up of network shows,
the proved quality of local originations,
the loyal audience, the fabulous low cost
per thousand . . . all yours on WKOW-
TV, channel 27 in Madi-
son, Wisconsin.
WKOW-TV
MADISON . WIS.
Reprejented noiionolly by
HEADLEY-REED TV
even better step would be for industry
associations, either the NARTB or the
SRA to take steps in setting up stand-
ards."'
The rep organizations are as aware
as the agency mediamen of the prob-
lems presented 1>\ infringements on the
local rate. In fact, a number of major
reps mentioned this defining of the
local rate as the most frequentlv dis-
cussed subject between them and sta-
tion management.
"But it isn't that easy for us to
solve it as individual reps," the tv sales
manager of a major station rep told
sponsor. "Suppose I tell our station
in Wisconsin that a store in the na-
tional chain of stores that's getting a
local rate from him is paying the na-
tional rate down in Baltimore. He tells
me that he knows it, but the other sta-
tions in his market are willing to go
for the local rate, so he feels he's got
to too, for competitive reasons, or lose
the business."
The management of man) rep or-
ganizations agree with timebuyers that
here is a problem that needs industry-
wide attention. Standardization of
local rate qualifications would also
serve to assure the national advertiser
that his competitor isn't getting a bet-
ter break in any market than he is.
8. Billing mill contract muddles:
Standardization has made considerable
headway in clearing up contract prob-
lems. However, not every station nor
every agency actually abides by the
latest 4A's standard contract that's in
use this year. Many agencies make
their own amendments to the contract
and several stations prefer their own
forms.
"This means that the timebuyer has
to be something of a 'legal eagle' too,"
one buyer said. "Every so often a sta-
tion sneaks in a clause making the ad-
vertiser responsible for loss of prop-
el t\. for example, which is something
that we, as an agency can't sign."
Frequently, contracts aren't sent
along or signed until a particular cam-
paign is on the air am how. since the
radio-l\ business is in large measure
i undueled \erball\ because of the need
to do things fast. Therefore, some of
the trouble clauses that worn buyers
generall) don'l appl) unless an actual
el isis de\elo|)S.
The I \'s contract, foi example has
a clause in it which sa\s that a station
assumes no responsibility for the Loss
of a kine or other program or an-
'■1
SPONSOR
17 SEPTEMBER 1956
i low ^Tvailable
front SPONSOR
SERVICES
INC
BOOKS
■si
1 ALL-MEDIA EVALUATION STUDY $4
155 Pages
This book gives you the main advantages and
drawbacks of all major media . . . tips on when
to use each medium . . . yardsticks for choosing
the best possible medium for each product . . . how
top advertisers and agencies use and test media
. . . plus hundreds of other media plans, sugges-
tions, formulas you can put to profitable use.
2 TV DICTIONARY/HANDBOOK $2
48 Pages
The new edition contains 2200 definitions of
television terms . . . 1000 more than previous
edition. Compiled by Herbert True of Notre
Dame in conjunction with 37 other tv experts,
TV DICTIONARY/HANDBOOK also contains
a separate section dealing with painting tech-
niques, artwork, tv moving displays, slides, etc.
3 TIMEBUYING BASICS $2
144 Pages
The only book of its kind — the most expert
route to radio and television timebuying. A
group of men and women who represent the most
authoritative thinking in the field talk with
complete candor about tv and radio and the
opportunities these media offer.
14 VOLUME FOR YEAR 1955
$15
Every information-packed issue of sponsor for
1955, bound in sturdy leatherette. Indexed for
quick reference, bound volumes provide you with
a permanent and useful guide.
15 BINDERS
1_$4 2— $7
Handy binders provide the best way to keep your
file of sponsor intact and ready to use at all
times. Made of hard-wearing leatherette, im-
printed in gold, they'll make a handsome addi-
tion to your personal reference "library."
15 SERVICES TO HELP YOU
MAKE THE MOST OF YOUR
RADIO AND TELEVISION
OPPORTUNITIES
REPRINTS
4 HOW DIFFERENT RATING SYSTEMS VARY IN
THE SAME MARKET 15c
Ward Dorrell, of John Blair (station reps),
shows researchers can be as far as 200% apart in
local ratings.
5 TELEVISION BASICS 35c
24 Pages
6 RADIO BASICS 35c
.'/ Pages
7 FILM BASICS 25c
12 Pages
8 PROCTER AND GAMBLE STORY 25c
20 Pages
9 ADVERTISING AGENCY IN TRANSITION 25c
16 Pages
10 92 WAYS TV MOVES MERCHANDISE 25c
16 Pages
11 TIPS ON TV COMMERCIALS
6' Pages
25c
12 NEGRO RADIO HAS COME OF AGE 25c
16 Pages
13 WHY 5 NATIONAL ADVERTISERS BOUGHT
SPOT RADIO 25c
6 Pages
ORDER FORM
I SPONSOR SERVICES
\ 40 East 49th St., New York 17, N. Y.
\ Please send me the SPONSOR SERVICES encircled by number
below:
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
name
Firm
Address
City
Zone
State
Enclosed is my payment of $ _
Ouantity Prices Upon Request
SPONSOR
17 SEPTEMBER 1956
95
nouncement property to be furnished
h\ the agency. W liile several buyers
interviewed objected to this clause,
the) added that it had not caused am
problem for them to date, since sta-
tions had been careful -uith the prints
shipped to them.
A problem that's more time consum-
ing that tlie pei n-al of contracts is that
of billing. Centralized billing systems
have come up in industry groups and
among the trade associations, and at-
tempts to set up such systems have
been made in the past. But to date,
billing and paying in spot radio and tv
both is still a trouble area. An even-
tual solution mentioned by SRA's Lar-
rv Webb would be a central non-profit
organization that would eliminate an
agency having to pay some 3,000 ra-
dio stations on an individual basis.
"Such a centralized system, probably
through use of IBM machines, would
eliminate errors," says Webb. "Such
errors as result necessarily from inter-
ruptions of schedules and make-goods
sometimes delay payment by two or
three months. But that's a long-range
thought which Ave haven't really ex-
plored yet." • • •
SPONSOR
GOES
WEEKLY
27 OCTOBER
WITH A
FOUR-POINT
EDITORIAL
PROMISE
1, essential reading
2, useful reading
3, fast reading
4, easy reading
A complete weekly wrap-up
in depth for very busy executives.
CONVENTIONS
{Continued from page 38)
columnists in the New York area
opened a barrage of heckling at the
networks. Several of them inferred
that the viewing results were, in ac-
tuality, so bad that the networks were
loath to let the ratings services under
assignment to them release the figures.
Into this "vacuum" rushed Sindlinger
& Co. with a release which said that
of (lie 63 million viewers who regular!}
look at tv in the summer only 33
million watched the conventions. Sind-
linger, who is primarily active in film
business research, further revealed that
90,750,000 people may at some time
have looked at the Democratic show
but that only two-thirds of these
watched at a given time. For the Re-
publican powwow- five days. Sind-
linger's accumulative audience count
dropped to 57 million and noted that
an average of only 27% of the 39 mil-
lion sets were turned in.
Two days after Sindlinger's release
made headlines, Trendex, with NBC's
approval, disclosed its own figures.
It had found that 45% of all sets
were tuned in during the two conven-
tion weeks, as against 43.5% for the
week prior to the conventions. Also
that the 45% represented a higher
sets-in-use average than prevailed for
the 1952 conventions.
Last to expose its figures on conven-
tion viewing was ARB. According to
ARB's diary sampling method — in
contrast witch Trendex"s phone calls
— an accumulative audience of 93.831.-
000, or 849? of all t\ homes, had
visited, via screen, the Democratic con-
vention up to the moment it began its
balloting.
A sample of comment 1>\ agenc\ re-
search people contacted b\ sponsor:
"Figures like those at hand from
Sindlinger. Trendex and ARB may be
correct according to each one's
method, but they can at the same time
be mighty confusing if you're inter-
ested in a generalb acceptable meas-
urement of the conventions' audience.
It might also be noted that the 45',
figure of Trendex's is subject to at
least a 4', margin of error either way.
I ndcr these circumstances the 1956
audieni e foi the com enl ion- mighl
have been less than existed for the
preceeding week."
Observed the //(/// Street Journal:
"The question of how many sets were
turned on during the political conven-
tion goes much deeper than the head-
96
SI'O.NSOH
1 , SKI'TI \ll!l II I' >.")(.
What better way to demonstrate the
"personal touch" and "friendliness" of a
bank than with a man whose very nature
personifies these qualities! Such a man is
Warren Culbertson — Channel 8's ace
meteorologist and goodwill ambassador for
the First National Bank in Dallas. As one
bank official puts it . . . "Warren's daily
weathercasts and informal commercials
have provided a stimulus to our advertis-
ing program far surpassing our own
expectations." More proof that . . .
ADVERTISERS GET
BIG-TIME RESULTS
with WFAA-TV!
WFAATY
Channel 8 — Dallas
NBC-ABC
Covering 564,080 TV Homes
The Great North Texas Market
This pocket-size booklet "The Way of
the Weather", edited by Warren Cul-
bertson, has been requested by nearly
25,000 persons. And the only place it
is available is at the information desk
of the First National Bank in Dallas.
If you are looking for big-time results . . .
Call your PETRYMAN for availabilities, market data, and complete coverage information
SPONSOR
17 SEPTEMBER 1956
97
lined difference in the finding of two
survey firms. . . Such a conflict raises
doubt about many market tests cover-
ing consumer products, magazine
readership as well as size of tv audi-
ences . . . When the) (surveys) are as
far apart as these two studies, market
testing gets a black eye."
The sponsor hits doubts: \n official
of Philco told SPONSOR the company
had anything but regrets for its s|
sorship of ABC's coverage of the con-
trition. It however, had qualms about
the viewing mass" enthusiasm for
blanket coverage. This Philco executive
said he personalis was convinced thai
blanket sponsorship of blanket cover-
age was a thing of the past and that the
mode four years hence will be to buy
selected portions of the convention
proceedings. He deemed it wiser for
the networks and political parties to
get together a year or two before the
event on the periods each network or
all networks would telecast. The net-
works could then put together their
schedule of pickups from the conven-
tion and submit this agenda to adver-
tisers for participation.
\ll companies that underwrote this
yeai - conventions seemed critical of
the bad press on the size of the tv
audience. They thought the comments
"largelj gratuitous and not based on a
full knowledge of the facts." (Added
reflections from advertisers who shared
the expense of convention coverage are
contained in a panel on page 38.)
Wherefore in 1960? The assortment
of opinions that sponsor gathered on
the handling of these conventions four
years hence had one thing in common:
Nobody queried took the position that
\oii can't argue a politician out of
sticking to tradition — especially, when
he realizes that the voter is no longer
interested in watching every minute of
moss-ridden ritual. Here's a set of
comments culled from agency sources:
An account executive currently on
one of the Presidential campaigns:
"Nobodyll deny that the proceedings
at San Francisco were dull except for
a few episodes. Before I speculate
about 1960, let me give you some
background about what happened
before the 1956 Republican conven-
tion. When the networks met with the
Republicans to discuss the site of the
1 956 convention, the networks pro-
tested strenuously they didn't have the
facilities or personnel to cover the
shows from two cities. The politicos
took this with a grain of salt and it
turned out that the networks did ha\e
the facilities and the personnel.
"What 1 think will have to be done
the next time around is this: the net-
works, acting two years in advance of
the convention dates, should confront
the spokesmen for both parties with
documented figures showing that
blanket coverage has become old-hat
and suggesting that network coverage
be pooled with each network allowed
to pick whatever hours are desired. I
don't think the network will again
carry full sessions — sponsored or un-
sponsored. On the other hand. I can't
imagine how they can tactfully avoid
carrying a convention speech of some
powerful politican who happens at the
moment to be chairman of a commit-
tee that sits in judgment on communi-
cations legislature or one of many
other things that can affect network
business."
An agency official who's also at
present knee-deep in a Presidential
campaign account said: "I'm wonder-
ing whether the mass of tv viewers
rr
One reason is because Toledo's the home
of Willys Motors. What is Willys Motors,
you ask? Manufacturers of the world
famous Willys Jeep, renowned for its
exploits in peace and war, a modern
workhorse for farm and industry.
To sell your product in this rich Toledo
market, you need a modern salesman
who will work for you. Your answer is
WSPD-TV, with maximum 316,000 watt
power, for the only complete saturation
of Northwestern Ohio's 23 county billion
dollar market. Call Katz!
A STORER STATION
WSPD -TV
TOLEDO
OHIO
,
98
SPONSOR • 17 SEPTEMBER L956
WHEN YOU BUY ATLANTA...BUY
AND GET YOUR SHARE OF EXTRA DRESSING!
Dressed dogs (red hots with chili) are big sellers in Atlanta,
because you get more for your money, greater satisfaction. Like
using WAGA-TV, which gives you greater coverage with its
taller tower and maximum power. You reach 17 to 22% more
people with 14 to 16% more spendable income than stations *»
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TOP DOG k IN THE NATION'S 21st MARKET
Represented Nationally by
THE KATZ AGENCY, Inc.
waoa-tv
CBS-TV in Atlanta
STORER BROADCASTING COMPANY SALES OFFICES
NEW YORK-118 E. 57th St. -TOM MARKER, Vice President and National Sales Director • BOB WOOD, National Sales Manager
CHICAGO-230 N. Michigan Ave. • SAN FRANCISCO-1 11 Sutter St.
SPONSOR
17 SEPTEMBER 1956
99
objected as much to dullness as to the
fact the) were shut off from their
favorite programs. I just can't see the
\nierican people rejecting in toto the
play-by-plaj version of a national
political convention. It's the biggest
event of our political life, and I doubt
whether we've seen the end of blanket
coverage of these gatherings. Put
yourself in the place of a politician-
delegate. He's travelled hundreds, if
not thousands of miles, for this quad-
rennial pow-wow. Television and radio
have become an integral part of the
show. He's going to demand — through
the proper Washington channels and
pressure — that it stay so."
A marketing expert: "I never did
think it a good practice for the three
Iv networks to blanket the air with any
single broadcast — unless it involves a
national emergency. There are only
seven markets with more than three
stations. The vast majority have but
two. I don't see how these sponsored
three-network tie-ups are grounded in
good economics for the participating
advertisers. When you fractionalize
the audience to the extent it was dur-
ing the conventions it's doubtful
Nothing Else Like It In Louisville!
ff
DIAL 970
J»
WAVE'S
MONITOR FORMAT!
CAROUSEL
(1 1 a. m.-l:30 p. m.)
Carousel is DIAL 970's mid-day
feature, brightening the morning
and noontime hours for thousands
of busy home-makers in the grow-
ing Louisville area.
Carousel features 2 ' ■> hours of
music and facts and includes two
newscasts, a report by the Uni-
versity of Kentucky Home Demon-
stration igenl on best shopping
buys, a "Thought Lor Today"' —
short, inspirational messages by
local ministers — plus daily brass
ring contest, biographical sketches
of great American women and club
new-, interviews and book reviews.
DIAL 970-
WAVE'S DYNAMIC NEW RADIO SERVICE
FOR A DYNAMIC NEW LOUISVILLE!
WAVE
5000 WATTS • NBC AFFILIATE
|NIK:|.NPm HALES
Exclusive National Rcptc*tnun\e»
Of/ier Coordinated DIAL 970
Programs Complementing
MONITOR
WAKE UP WITH WAVE Brinps
Louisvillians all they need to know to
Starl the day. News every half hour.
Time, weather, traffic, farm and
school news.
ROAD SHOW Riding with louisvillians
in their cars -getting them home relaxed
and infoi med. Music, news, weathei and
traffic reports, time, sports and humor.
NIGHT BEAT I he pulse "f Louisville
after dark. Direcl local news. Direct
local sports round up. Music and world
news. I luinan interest features.
whether anybody got a solid per- 1.000
buy. I want to see advertisers continue
to participate in coverage of outstand-
ing public service events, but it ought
to be done with proper consideration
of the viewer's wants and what's
enough is enough."
A veteran network director of
public service events: "With all the
talk of streamlining the Presidential
conventions that'd been going on for
two nr three years, we wind up with a
lot of long, boring speeches. People
talked about turning over the conven-
tions to professional producers, intro-
ducing hosts of show business person-
alities and girlies and tailoring the
speeches. The Republicans did all of
this, and the result was still a con-
trived and dull performance. Now
you're told that the extravaganza
directed by George Murphy was a flop
and it didn't belong in a convention.
"What was basically wrong? No
controversy — not the blanketing of the
air with the conventions. Every time
you get a controversy you've got a
show. If you're covering a big story —
particularly in air media — you've got
to report what's going on when it's
going on. Summarizing it or picking
it up in snatches takes off the glow of
excitement.
"It's difficult to predict how the
conventions will be handled in 1960.
It'll all depend on the news value of
who's running. Tv and radio were
trapped by circumstances this time.
"As for the coming pattern of ((in-
vention coverage sponsorship, all I
know is we've got expensive installa-
tions at convention sites: it costs
around $2 million to cover a set of
separated convention sites these days
and that we must sell a substantial
block of time to cover part of the
costs."
Here's how most of the agenc)
people sroNsoii contacted would like
to see the Presidential conventions
handled in 1956: the networks pool
their facilities and agree to carry these
events collectively: Monday, the tem-
porary chairman's address: Tuesday,
the ke\ note address; Wednesday ac-
ceptance of the platform and extended
coverage if there's a fight; Thursday,
nominating speeches — limited to a
couple — the roll call and balloting;
and Friday, acceptance speeches only.
Remarked a cynic among the above
Madison \\enueis: "That nia\ be the
ideal solution, but who ever heard of
a politician trading an ideal for an
ad\ antage? ■* * *
Km
SPONSOR • 17 SEPTEMBER 1956
qj(0 <$km $mm nA^fe©
o o o
Of increased sales and profits in the Prosperous Piedmont section of
North Carolina and Virginia with WFMY-TV. No matter how you look at
it — there's no station or group of stations that gives complete coverage
of this fabulous market as does WFMY-TV
50 prosperous counties • 2 million population
$2.5 billion market • $1.9 billion retail sales
Call your H-R-P man today.
Greensboro
Winston-Salem
uifmij-tv
Basic
WFMY-TV... Pied Piper of the Piedmont
SPONSOR • 17 SEPT KMHKR 1956
GREENSBORO. N. C.
Representee/ by
Harrington, Righter & Parsons, Inc.
New York — Chicago — San Francisco — Atlanto
Since 1949
101
#1 SYNDICATED
SHOW IN
LOS ANGELES
16.9 RATING,
25.1% AUDIENCE
SHARE
and in San Diego: 27.4 rating,
47.8% audience share
Highest rated in its time segment:
Sacramento: 16.5
Portland: 17.8
Seattle-Tacoma: 22.7
San Francisco: 12.3
Several east coast and mid-west
markets sold for fall start.
Many good markets from coast to coast
already bought. Yours still available?
Rating source on request
Write, wire, phone
ABC FILM SYNDICATION, INC.
10 East 44th Street
New York City
OXford 7-5880
EASY CLAMUR
{Continued from page 46)
Glamur Products first major step to-
wards expansion on a national level
came just two years ago this Novem-
ber. At that time, a stock issue was
sold over the counter for about $300,-
000. The purpose of the issue w as
mainly to provide the comparrj with
capital -d that it could expand its ad-
vertising.
Following the stock issue, the first
advertising embarked upon by Glamur
was a spot t\ campaign and co-op ad-
vertising. The spot was purchased in
the same markets that were later cov-
ered in the spring campaign earlier
this year. They included upstate New
York. \cu ^i oik Citv. Chicago. Minne-
apolis and St. Paul. Milwaukee and
Madison, Spokane, Seattle and Port-
land.
Glamur joined the Rockmore Agen-
cy in January of this year and at the
same time added Easy to its name.
As agency v.p. and director of radio
and tv, Charles Lewin explained to
sponsor, Rockmore's job was. of
course, to create a campaign thai
would sell Easy Glamur. But, in sell-
ing Easy Glamur the agency had to
shape a campaign that would pinpoint
their client's product and avoid sellin<>
the competition's. Obviously the simi-
larilv in names shared by Easy Glamur
and Glamorene was an obstacle to be
reckoned with.
The solution to the problem came
partially oul of Lewin's thinking on
space media which involved leaving
plenty of white space so that the ad-
\ertiser"s message stood out immedi-
ately for a quick, emphatic impression.
How to transfer this concept of white
>pace to radio was the riddle that the
Rockmore copy staff set oul to solve.
Adapted to radio, while space
turned oul to be a calculated amount
of "silent air.'
I o recap the e\ olution ol the Easy
Glamur commercial, it's fust neccssarv
l«i lake a backward step. The init'al
impetus for the Eas\ Glamur radio
commercial came from a recollection
the Rockmore people had of Disney's
version i>l the Sorcerer's Apprentice in
Fantasia in which a bewitched broom
-weep- endlessly to the accompanimenl
ol a repetitive strain of music. From
this germ <>l an idea the Easy Glamur
radio commercial was developed and
l.iiei translated into a t\ commercial.
Ii was decided thai the Easy Glamur
commercial -Imuld concentrate on two
sales points: the name of the product,
and the cost. A western-style singer.
Ed McCurdy, was hired bv Rockmore
to perform the commercial. His onlj
""lyrics" consisted of repeating the
name. "Easy Glamur." to his own
guitar accompaniment. The white
space or silent air came after he'd
sung the product's name. Norman
Brokenshire broke the silence with tin-
spoken pitch for Easy Glamur in a
controlled, low tone of voice. He em-
phasized onlv the price at 98#.
The silence presented something of
a problem because Rockmore was not
sure jusi how much quiet the radio
listener could take before turning to
another station. The Rockmore people
were by no means tr\ in» to discourage
listening, though. Their intention was
to focus it. The idea was to emphasize
name and price as though they were
buying a full page ad in the Times for
a two-word message in 36 point type.
Station managers weren't too recep-
tive at first about the idea of a coin-
menial that would momentarily give
the impression that their transmitters
had blown a fuse. The problem of the
right amount of silent air was solved by
experimenting with varying lapses of
time. Each finished radio commercial,
including the silent air. ran live or so
seconds short of a full minute to allow
local announcers to tell where Easy
Glamur was available in their area.
The first Easv Glamur campaign
under the Rockmore wing commenced
on 2 April of this year and wound up
the last week in June. As planned at
the outset it was devoted entirely to
radio and newspapers. "About mid-
way through the first 13 weeks, how-
ever," says Charles Lewin. "we found
radio so much more effective than
newspapers that we dropped a number
of newspapers and expanded our radio
coverage. While newspapers weren'l
eliminated, larger unit ads at less fre-
quency replaced the more frequent
! mailer unit ads. Some tv announce-
ments were used to make up for the
visual impact losl when the new-papers
were cul dow n.
"In New ^i oik we added a two week
tv extension to the campaign using
some live participations and a film we
put togethei based on the jingle.
Programs in which Easy Glamur
participated in New ^ ork were Jinx's
Diary. Richard Willis and Josie Mc-
Carthy on NBC, and The Ted Steele
Show ovei WOR.
I he tv commercial ran for just 20
102
snixsou
17 SEPTEMItr.H I <>.">(>
Buffalo's BEST
Double Feature
WGR-TV
BUFFALO
basic ABC
National Representatives
PETERS, GRIFFIN, WOODWARD, INC.
YOU'LL SELL
MORE ON
CHANNEL 4
in the El Paso
Southwest!
KROD-TV dominates El Paso
County*
KROD-TV is the only station
to reach Alamogordo (set
penetration 80%) and Sil-
ver City (61).
98% reported Excellent or
good reception for KROD-
TV in Las Cruces (81.3
penetration) while only 10%
reported the same for sta-
tion "B"
•March 1956. Telepulse and Telcpulse on
mvneishin.
KROD-TV
CHANNEL 4
EL PASO texas
CBS - ABC
AFFILIATED with KROD-600 kc (5000w.)
Owned & Operated by El Paso Times, Inc
Rep. Nationally by the BRANHAM COMPANY
seconds and contained basically the
same message that the radio announce-
ments did. The difference was that
where the radio commercial used silent
air the tv commercial used Illustrated
silence.
This fall the Rockmore agenc) i>
guiding Easy Glamur along a some-
what different tack than it did last
spring. There will be a greater depth
of radio saturation with as many as
230 announcements a week in the New
York market. Another 20 a week
will be used on tv. In all markets
covered by Easy Glamur, there will
be a total of 1,500 spots a week at the
peak of the campaign. All markets
covered last spring will be used again
this fall.
The backbone of the Easy Glamur
campaign is a saturation of the
basic markets where the product is
already distributed and designed to
solidify and build them. Says Easy
Glamur executive v. p. and account ex-
ecutive, Leonard J. Shaub, "Our main
job is to back up distribution with
advertising. We want to convince the
dealers that they are being supported
by the company and we want to sell
consumers. In that way we are also
adding to the number of distributors.
It has been a case of building consum-
er demand and a trade awareness."
Shaub pointed out that Rockmore's
Easy Glamur campaign has been care-
fully planned in specific markets where
the product has gained a toehold or
was well established. Furthermore the
campaign has been limited to the
traditional heavy housecleaning periods
in the spring and fall. Easy Glamur
officials feel it has been a good time
for a nationally distributed rug and
upholstery cleaner to become estab-
lished because such home cleaning
aids are a "burgeoning business."
This fall Easy Glamur's ad budget
topping $200,000 will be distributed
among 35 radio stations and 15 tv
stations in nine markets. Women's
shows and music-and-news shows are
the staples of the fall campaign, ex-
plains Rockmore Timebuyer Al Ses-
sions. Time has been consistently pur-
chased between 8 a.m. and .">:.'i(l p.m.
Only occasionally was time bought as
late as 6 p.m. (>()'< of the commer-
cials will run between eight in the
morning and 12 noon.
Mow going into their second semes-
ter with newh named Easy Glamur,
Rockmore and client Glamur Products
are hanging their dollars on one hope:
"Easy will do it." * * *
"SHEENA"
FIRST WITH
AUDIENCES
IN 80% OF
MARKETS
RATED
Highest in sales opportunities tor
sponsors, the highest rated show in its
time segment in most markets against
local and network competition.
Atlanta: 53.9% share of audience;
Chattanooga: 63.5% share;
Cleveland: 58.3% share;
Columbus: 45.6%' share;
Los Angeles: 32.8% share;
Memphis: 45.9% share;
Phoenix: 36.7% share
For rating and sales success stories on
SHEENA, QUEEN OF THE JUNGLE,
Source: ARB, June, 1956
Write, wire, phone
ABC FILM SYNDICATION, INC.
10 East 44th Street
New York City
OXford 7-5880
SPONSOR
17 SEPTEMBER 1956
103
OJL^
THE SMART
ADVERTISING
MONEY
Brewers: Liebmann, Miller, Stroh
Coffee Roasters: Fleming, Dining Car
Bakers: National Biscuit,
Mrs. Smith's Pies
Appliances: Crosley-Bendix
Various: Lee Optical, Petri Wine,
Gem Jewelry, Signal Oil,
Top Value Stamps
Hundreds of thousands of advertising
dollars have been allocated for
CODE 3 by some of the country's
smartest, most successful advertisers!
Many choice markets are already
gone — others going fast! For
big-time advertising results, put
your advertising dollars on CODE 3.
Write, wire, phone
ABC FILM SYNDICATION, INC.
10 East 44th Street, New York City
OXford 7-5880
TVS NEXT FIVE YEARS
i Continued from page 33 i
know thev are guessing. After all. DO
bodj i> going to throw a planner (or
SPONSOR editor) in jail if he turns out
to lie wrong and. besides, the predic-
tions for 1961 can be changed (and
will be) year by year as new facts
come to the fore.
The simples! (and most common)
method of projection is merely to ex-
tend what has been happening in the
past and then push the curve up or
down a little based on a fewT expecta-
tions that are not likely to be argued
with. This can be dangerously wrong.
a- u itnes s what happened to the popu-
lation predictions made during the 30's
h\ the top men in the field. However,
the most fertile source of grist for the
projection mill must be what hap-
pened in the past and if that's what
you have to work with then that's what
you have to work with.
And that's exactly what SPONSOR
did in working up its estimate of tv
advertising for 1961. To get this fig-
ure, an estimate for all advertising was
made first. It was noted that from
1949 to 1955 total advertising, accord-
ing to the McCann-Erickson figures as
published in Printers Ink. went from
$5,502.2 to $9,194.4 million. Increases
varied year by year but the average
was Sf ).">() million.
Another assumption was then
brought into play, namely, that about
the same annual average dollar in-
crease would prevail through 1961. Is
ibis a reasonable assumption? SPON-
SOR thinks so. First of all, it is a con-
servalive assumption in that a $650
million average annual increase in all
advertising during the 1955-61 period
would equal a rate of increase about
half that which took place during the
1949-55 period.
To put it more plainly: The 1949-55
increase of $3,992 million is equiva-
lent to a jump of 7(i.T'. in six years.
Now, il we assume that total advertis-
ing will equal &13 billion in 196] (a
jump of $3,806 million in six \ears),
then the increase is equal to 39.2%.
Il must also be kept in mind that
llie ratio of advertising to national in-
come has been increasing. That is,
expenditures for advertising are rising
Easter than the rate of increase in turn-
ing out consumer goods. It is gener-
all) accepted in the advertising profes-
sion thai llii^ trend will continue for a
while. Orlainb. there is no evidence
it w ill not continue.
sfc.
„r~ POWER
^LUMBER
AGRICULTURE^
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5.000 WATTS- 1280 KC
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WAMT MOR£ FACrS P
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'climb on this bandwagon"
'ri
m fio.ooo watts 3 i -ktz1 • fT-
FOR 616 RESULTS IN
THE RICH I
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look at titese Ratings *
310
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263
* HOOPER JUME 19S6
A5K \0UR BLAIR MAN AgOUT
OUR MSONAUTIEHECONOMICAL
RATES
KRMG
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7'<00am- 1200 noon
\200noott-&00om
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nn
M'HNNOU
I , SEPTEMBER L956
This is the Place
Iowa is an Indian
word meaning "this
is the place" or
"beautiful land."
The first Europeans
known to have en-
1
tered Iowa countrv
were Marquette and
Joliet in 1673. In
'* 1680 Father Hen-
nepin 1 ravelled
across the area. Ju lien Dubuque estahlislied the
lit -I white settlement after 1785. to mine lead,
but Indians drove most of the miners perma-
nently underground in 1810. In 1804 the Lewis
and Clark expedition camped in "Ioway," as it
was then known, and roasted buffalo without
benefit of charcoal. Fort Madison, built in 1808.
\\n> temporarily abandoned in 1813 because of
the ton-orial talent of its reluctant Indian host.
Iowa was governed as part of the Territory of
Indiana in 1801 and 1805; by the Louisiana
Territory from 1805 to 1812; by the Missouri
Territory to 1821. Unorganized for the next
thirteen years, it was part of the Michigan Ter-
ritory from 1834 to 1836, then part of the Wis-
consin Territory until 1838, when it became a
separate territory. No matter which body ad-
ministered it, the Indians insisted on their right
to practice archery and roast settlers. Not until
peace pipes were smoked after the Black Hawk
War in 1842 did warwhoops begin to subside
and corn start growing in earnest.
Iowa*- 55,586 square miles of soil are drained
to the easl l>\ the Skunk. Iowa. Wapsipini
and Des Moines Rivers into the Mississippi,
which forms the entire eastern boundary. West-
ward drainage is into the Missouri, which sepa-
rates Nebraska from Iowa and the Big Sioux.
which comes between South Dakota and you
know what. The northern, or Minnesota, bound-
ary is entirely, and the southern, or Missouri,
boundary, is almost all legal fiction; each run-
due east-and-west as the surveyor Hie-.
About one-tenth of the nation'- food supply
currently comes from the area that entered the
Union as the 29th state in 1846. Over 95% of
the state i- in farms. Soil fertility is unsur-
passed; 25% of all the Grade A land in the
country is in Iowa. The first president of the
U.S. to be born west of the Mississippi came
from Iowa (hint: he wears high collar- 1. Yet,
p u i s s a n t though
Iowa be in the agri-
culture department.
the value of her
manufactured prod-
in t- exceeds that of
farm products.
This is a handy
thing to remember
when you hear
someone singing
"that's where the
tall corn grows." It
i-. but we're poly-
sided.
CBS for Eastern Iowa • Channel 1'
WMT-TV Mail Address: Cedar Rapids
National Representatives: The Katz igency
SPONSOR
17 SEPTEMBER 1(J5()
105
Furthermore, continued population
increases and continued growth in the
percentage of people -with middle class
incomes can be counted on — unle«» a
number of hot-shot economists are way
off the beam. Both of these trends are
strategic buttresses supporting a con-
tinued boom in advertising.
So. we have a figure of $13 billion
for advertising in 1961. Next. SPON-
SOF examined television's share of all
advertising expenditures. This rose
from 1.1 to 11.195 from 1949 to 1955,
an increase of 1.01)0' . Naturally, this
kind of increase will not continue since
the 1.1 ' '<_ represents a low base. How-
ever, we find that tv's share rose an
average of 1.6 percentage points an-
nuallv during the 1949-55 period. Pro-
jecting this rate of increase to 1961
would mean a 20% share of all adver-
tising in 1961 or about S2.6 billion
in t\ billings.
Is it reasonable to assume that t\"»
percentage share of advertising will
continue to climb at the same rate?
SPONSOR feels the answer must be no.
that it cannot climb at the same fan-
tastic rate as during the earlv \ears.
So — and here's another assumption
30 YEARS AGO . . . we said:
LIKE A SOW**^ ONE PIG
yp^
■^,
_- #i
A!
Ipts
Yoiill think that your account
is the only one we have J
Today, on our 30th anniversary, these
words are truer than ever. Personalized
service to both the advertiser and the
Kansas farm families that we serve, has
made WIBW the most powerful single
selling force in Kansas.
TOPEKA, KANSAS
Ben Ludy, Gen. Mgr.
WIBW & WIBW-TV in Topcka
KCKN in Kansas City
Rep. Capper Publications, Inc.
Our 30th Year
coming — it was assumed that t\'s
share of all advertising would rise at
half the rate it did in the past. This
would mean a tv share of about 15rr
or about $1,850 million in tv billings
in 1961. But that's not all. There's
color tv advertising costs to be taken
into account, sponsor took a rough
cut at this and could do no better than
guess that color would cost advertisers
an additional S100 million in 1961.
Thus, sponsor's final figure for tv ad-
vertising five \ears hence is $1,950
million. (Note that T\B?s President
Oliver Treyz predicts just about the
same figure in the interview accom-
pany ing this storj . '
Projecting color tv spending is par-
ticularly difficult because there is little
in the past history of tv to go on. Such
a projection must be based on esti-
mated color set saturation, which
makes the projection a guesstimate
based on a guesstimate. This, how-
ever, is better than nothing.
The two estimates of color set sales
shown on page 33 mean that through
1961 land including 1955 sales I, total
color set sales will be 19,550.000 in
one case and 10.860,000 according to
the lower estimate. This could mean
about 18 million homes with color in
the former estimate or 10 million in
the latter. Since sponsor projects a
total home figure of 54 million in
1961, the two estimates thus figure out
to color saturation percentages of 33
and 18, respectively. Assuming (there
we go assuming again 1 that color \\ill
increase tv advertising costs 20r'< la
figure often bruited about) and that
color spending will be in proportion to
the number of homes with color tv.
this means color tv spending ma\
range between 870 and $120 million.
So $100,000 conies out as a good.
round figure.
There are some sources that con-
sider even the lower of the two color
set estimates as optimistic. However,
SPONSOR considers its projection of t\
ad spending on the conservative side
and will stick to it.
There are some things aboul tv that
can't be reduced to figures. One of
these is the fact of tv's newness. Be-
cause of this, l\ has even more impact
than it- sight-sound-motion parla) in-
< I i < ate. I here are plent) of lous) news-
paper ads hut 1 pie don 1 pa) anj at-
tention to them. Newspapers have been
around too long. But, put on a lousj
commercial and — brother!
• • •
L06
SPONSOR
17 SEPTEMBER 1956
ROUND-UP
(Continued from page 70)
Sciences held its first annual "Night
to Remember Moonlight Boatride" on
13 September. Entertainment was pro-
vided in part by ''The Many Splendored
Stampers of Kenyon & Eckhardt."
* * <:•
Radio personality Ted Haas has
joined KOA. Denver. For the past
three years Haas has been master of
ceremonies of a tape recorded show
which took him to a different town
each day in Kansas. Nebraska and
Eastern Colorado.
* * #
A new eonrse in color tv has been
added to the curriculum of the Acad-
emy of Advertising Arts in San
Francisco. The course was inspired
by local station KRON-TV's closed
circuit color clinics for advertisers,
prospective advertisers and ad agencies.
*• * *
Another station that has gone
u cstern is WAMO, Pittsburgh. Abbie
Neal will be the distaff member of a
quartet of country and western disc
jockeys. Other country and western
stars on WAMO include Slim and
Loppy Bryant and Carl Stuart. * * *
Now ... by a Wider Margin
RADIO BY EAR
(Continued from page 39)
a program that interests him is phone
his NBC Spot Sales radio salesman in
New York and make his request. An
operator then places a transcription of
the program on a turntable that is con-
nected with the telephone. The time-
buyer can listen to as much as 15 min-
utes of the program or hang up any-
time during the audition if he decides
the show is not for him.
Transcriptions made for auditions
by timebmers are edited versions of
each station's local programing. Rec-
ords are filed in a speciallv Unit con-
sole containing the telephone transfer
equipment. The entire ranjze of radio
programing is included on the tran-
scriptions, including news shows.
women's programs and music and
news features.
Reber explained that although al
present the service is available onlj in
New York, it will gradualK lie ex-
panded to other cities where NBC has
sales offices such as Chicago, San Fran-
cisco and I. os \iuzeles. * • •
HOOPER -RATED RADIO STATION
in Houston
Hooper May thru July 1956
Monday thru Friday
7 A.M.- 12 Noon
(Sample Size — 18,628)
KNUZ
23.0
Net. Sta. "A" .. 12.1
Net. Sta. "B" . 9.4
Net. Sta. "C" . 11.7
Net. Sta. "D" .13.8
Monday thru Friday
12 Noon -6 P.M.
(Sample Size 23,040)
KNUZ
23.2
Net. Sta. "A" .. 12.5
Net. Sta. "5" 8.4
Net. Sta. "C" 11.8
Net. Sta. "D" . . 7.7
hid. Sta. "A" _
. 5.9
Ind. Sta. "A"
.... 7.2
Ind. Sta. "B" .
. 6.7
Ind. Sta. "B"
.... 9.6
Ind. Sta. "C" .
13.8
Ind. Sta. "C"
11.1
Now . . . K-NUZ is the Leader by a
GREATER MARGIN— Yet the rates are Low, Low, Low!
join the Rush for Choice Avails.
In Houston the swing is to RADIO
and Radio in Houston is . . .
Houston's 24 Hour Music and News
National Reps.: Forjoe & Co. —
New York, Chicago, Los Angeles, San Francisco,
Philadelphia, Seattle
Southern Reps.: Clarke Brown Co. —
Dallas, New Orleans, Atlanta
IN HOUSTON, CALL DAVE MORRIS
JAckson 3-2581
SPONSOR
17 SEPTEMBER 1956
107
TREYZ LOOKS AT TV
[Continued jron] page 33)
television is, of course, a natural se-
quence to the immense programing
improvements that have occurred. In
television, as in all advertising media,
the advertiser's dollar follows the au-
dience. \ik| the audience is alread)
there, in the wake ol the new improved
programing.
Q. Do you believe that television
home saturation will go much above
81 •' i in the next lire years'.-'
A. Certainly. On a national basis,
television penetration is now about
75' - of all homes. It's already well
above 80% in such states as Connecti-
cut. Delaware. Illinois. Indiana. Marx-
land. Massachusetts, Michigan. New
.|ci-e\. New ^ ork. Ohio. Pennsylvania
and Rhode Island. As a matter of
I act. tv's penetration in Ohio is 87' i .
according to the new ARF tv owner-
ship data as of Winter, 195C. We are
already above 80% penetration in the
Northeast, at about that level in the
North Central, and well above 80% in
metropolitan areas.
WGN-TV
Number 2 Station in Chicago!!
Yes, on WGN-TV you have network size audiences — and you buy them at
the lowest published rates in Chicago television. The latest Nielsen for July
shows WGN-TV a strong second!
Share of Audience*
July, 1956
6:00 A.M. — Midnight
Sunday thru Saturday
Network Station B
WGNTV
Network Station C
Network Station D
29.4%
25.4
25.2
20.8
Top audiences at low cost — with no network preemption problems.
Now is the time to select prime periods for fall. National advertisers already
set with new programs on WGN-TV include Hamm's Beer, Kelloggs, Mars
Candy, 7-Up and Miller's Beer. (Several others have renewed)
*NSI Area — Adjusted
WGN-TV
Chicago Q
Chicago Office — 441 N. Michigan Ave., Chicago 1 1
Eastern Advertising Solicitation Office — 220 E. 42nd St., New York, 17
West Coast Only — Edward Petry & Company, Inc.
Q. II hut is your guess as to televi-
sion saturation in 1961?
A. Certain!) higher than 80%.
Q. Do you expect much of a grout h
in multi-set television homes within
tlie next five years.-'
A. Yes, I think that development will
be almost as important as the switch to
color. We just read, for example, that
Pulse has determined that in the New
Vnk market, something like 2U' < of
the television homes have two or more
television sets in the household.
Q. One industry estimate predicts
cumulative color retail set sales to-
talling about 19.5 million, in 1961.
Assuming an estimated color set satu-
ration of 33%, what effect will this
have on the type of advertisers who
buy television?
A. It will bring to television those
who put such a high value on color
that heretofore they have concentrated
on four-color in magazines: people in
the rug business, the apparel trades,
draperies, fashions — a whole host of
product lines where the emphasis is
on color, and furthermore, color com-
ing into television is bound to increase
food hillings, because as we all know,
color is a tremendous factor in appe-
tite appeal.
Q. What's the outlook in general for
attracting department store and other
retail advertising to television?
A. 1 am turning that question over
to Howard Abrahams, our director of
retail sales, who has worked, for main
years, with most of the nations lead-
ing retailers.
Abrahams: Among retailers generally,
department stores were the slowest to
adjust themselves to two of the great-
est changes in the retail revolution
which we have been experiencing.
First, they lagged behind other opera-
tors, particularly the chains, in mov-
ing branches to the <;ro\\in» suburbs
and their lush, young famil) market.
Second. lhe\ were slow to put quick-
selling self-selection displays into their
stores.
Today, this is all changed because
the) have seen the tremendous strides
which the king-sized chains riding
tln-e trend- lia\e made in their sales
volume.
Similarly, in their sales promotion,
department stores have been slow to
move from their tradition-bound media
into telex ision. Todav. they are see-
1(18
Sl'ONSOH
17 SEPTEMBER 1956
SPONSOR
17 SEPTEMBER 1956
109
ing the sales results by such chains as
Robert Hall and Montgomery Ward
and wondering if the) should use the
television media to the degree that
pace-setters such as these are usinn it.
Department stores and other re-
tailers too — are moving mountains and
mountains of merchandise which are
le]e\ ision-promoted. These same stores
are asking themselves if the\ cant re-
peal the manufacturers succe->e> l<\
their own individual advertising ef-
fort:-. \nd main stoies are ahead)
scheduling television appropriations to
fi ml their answers.
And, of course, the big bonanza is
due to come when color is here. Store
after store reports to us at TvB that
this will he the big medium to move
the coloroful fashions which they have
in their stores. Main stores are now
planning to get their feet wet in black
and white in anticipation of the big
colorful days. Television has been a
-low starter in retailings selling at-
tacks. 1 idike national tv advertising,
its big boom is to come.
ij. The seven top industry categories
using television accounted for 85% of
cue^Wuce^)
We're proud as Roger Williams . . .
crowing like a Rhode Island Red, because
now we arc two. And you, you're "right
on cue" whether it's in Akron, Ohio or
Providence, Rhode Island. You're right with
our music and our news. You're right with
our solid policy of local programming, local
service and w.irm interest in each
community — Tiretown, U. S. A., and rich,
little Rhody's capitol city.
Wcue
TNice
1150 ~- «^_
ON YOUR RADIO ""Si
AKRON, OHIO
NATIONAL REP. -JOHN E. PEARSON CO
\
ITIM ELLIOT, PRESIDENTl
1290 ON YOUR RADIO
PROVIDENCE, RHODE ISLAND
NATIONAL REP. -
JOHN E. PEARSON CO.
/
•Sub;
FCC op
ect to
provol
all network television billing in 1955.
These same industries accounted for
(>(>' i in 1950. Will this dominance of
network television by a limited num-
ber of industries continue, or will oth-
er groups of advertisers become more
important?
A. Well. 1 think \ou are begging the
question. First of all. there's not a
dominance in network television of a
limited number of industries. As a
matter of fact, the number of indus-
tries using network television has
grown rather than declined. Now when
you point out that seven industry
categories accounted for 85' < in 1955.
and only about two-thirds or 00' < in
1950, what you are realh saying is
that all the remaining categories ac-
count for onl\ 15' < today but ac-
counted for 34', in 1950. Actually,
15% of 1955"s volume is a lot more
than 34', of 1950's volume, and it
seems to me that what urn have done
here is to just give some statistic-
which indicate that certain categories
have grown at a faster rate than others,
which is typical of any growth in-
dustry .
Q. In spot tv, TvB figures show that
the top five categories accounted for
59' i of gross time sales, the top seven.
68.5% and the top ten, 7'). 7' < . Is this
likely to continue or will oilier indus-
try groups come to the fore?
A. Spot t\ accounted for a gross vol-
ume in the second quarter of this year,
of about $105 to $106 million. ' The
largest advertiser, Procter & Gamble,
accounted for less than 6% of that
total. The categories that you talk
about, the five, the seven, and the ten —
"I heard over KRIZ Phoenix he was
coming up from the miners."
LO
SPONSOR
I , -i PTEMBER 1050
2 heads are
better than \
Especially when
they're watching
your commercials
and in the
Portland, Oregon Market
KOIN-TV
delivers over
TWICE
the audience of
any other station!
TOP RATINGS
• 550o Share-of-Audience in
Metropolitan Portland.
• 84"0 More Audience than
Station B.
• 151% More Audience than
Station C.
• 86% Preference at 45-Mile
Radius.
Sources: June 1956 Portland ARB
1956 Salem ARB
MORE PROOF KOIN-TV IS YOUR
BEST BUY IN THE OREGON MARKET
KOIN-TVV
Channel 6
Portland, Oregon
Represented Nationally by
CBS Television Spot Sales
which account for almost 80' , of spol
t\ buying, are huge categories embrac-
ing a tremendous!) large number of
industries, and - j >< >t television and tele-
vision as a whole is far from domi-
nated h\ an\ advertise! or "roup «)f
advertisers.
{). Assuming that station allocation
is sohctl. do you joresee n sulislantial
growth in the number of television sta-
tions during the next five years/
A. We are unable to answer thai
"iff} question. It depends on (ma-
ernment decisions, the availability of
capita] and anv answer that we could
give would border on metaphysics.
(^. Do you foresee any important
changes in buying and selling patterns
on television?
A. No.
{). Is the magazine concept likely to
increase in importance on netnorl,
television?
A. What do \'>ii mean li\ the maga-
zine concept?
i). I mean buying of participations
rather than a complete show.
A. I don"t like that word participa-
tion particularly, but if you mean, by
the magazine concept, an advertiser
spreading liis investment among main
programs, and the networks, on the
other hand, spreading the sponsorship
of a program among many advertisers
— yes. Because there is a strengthening
trend in that direction, whereby an
advertiser with his television budget
will spread his investment among a
variety of programs just as the net-
work will spread its revenue for a par-
ticular program among a variety of ad-
vertisers. The radio concept of exclu-
sive ownership of a program is less
important in television. Television is
so strong that an advertiser can enjo)
high identification when he has far
less than complete ownership or domi-
nance of a given program. As a mat-
ter of fact, even within programs
owned completely by one advertiser,
such as the Kraft Theatre, you have
in effect, from the standpoint of the
advertiser, the magazine concept be-
cause to use your own word, partici-
pation, various products of that com-
pany participate in the program. In
the Kraft Theatre, there are different
types of cheese products which in
ESPECIALLY
when they're
listening to your
commercials
and in the
Portland, Oregon Market
KOI N- Radio
delivers
7
MORE
audience
than any other station
SOLID LEADERSHIP
■Cr Morning, Afternoon, Night.
-v? 46 of the 48 top weekday
quarter hours.
-v? All 10 top daytime shows.
• March-April 1956 Pulse. Inc.
Portland Metropolitan Area
KOIN
Radio
Portland, Oregon
Represented Nationally by
CBS Radio Spol Salt!
SPONSOR • 17 SEPTEMBER 1956
111
themselves, to a great extent, are com-
petitive to each other, participating in
that program. I think that the whole
world of television advertising ha> em-
braced the magazine concept, in the
broad sense of that term.
(^. // ill there be any change in em-
phasis in spot television insofar as an-
nouncements versus program are con-
cerned?
\. There certainly will be a consid-
erably greater emphasis on program.
01 program participation sales, in spot
tele\ ision. * * *
BRIDEY APPLEBAUM
(Continued from page 43 i
tern dangling.
"It's beautiful!" 1 managed to whis-
per.
"Impresses the clients." Bridev said.
The next instant, she was off across the
acres of carpeting. She passed Miss
Rheingold with the slightest of nods,
and disappeared through a golden
door.
"Hey, buster! Miss Rheingold was
calling to me. Him voice was flat. She
seemed terribl) annoyed with me.
WOULD TAKE A
MIGHTY BIG SCALE...
TO WEIGH ALL THE WHEAT
IN A KANSAS ELEVATOR
fat
it is possible to weigh
RESULTS achieved by KTVH
in Wichita and 14 other
important communities.
This basic CBS station
reaches a market that produces
195 million bushels of wheat
annually, bringing $390,000,000
into the pockets of Kansans.
Wheat is just one source
of income in this productive
area, where spending power is
also derived from oil, cattle,
agriculture, and the aircraft
industry.
To sell in this thriving
Kansas market, buy KTVH
with unduplicated CBS-TV
coverage.
VHF
KTVH
Kansas
CBS BASIC
CHANNEL
12
Represented Nationally by H-R Television, Inc.
KTVH, pioneer station it) rich Central k.ms.is. serves more than 14 important com-
munities In sides Wichita. Main office and studios in Hutchinson; office and studio
m Wichii.i I Inward (). Peterson. General Manager.
I crept up to her desk like a peasant,
cap in hand.
"That little creep that just scooted
past here."" she said. "Is she with
\ OU i
"She was until a moment ago," I
said. I leaned closer, parti) in con-
fidence and partly to savor her per-
fume. "Fact is." 1 whispered, "she's
a timebuyer."
Miss Rheingold started. "She's a
u hat?"
"'It's a long and complicated story,"
I said. First of all. have you pot a
timebuyer here named Bride) \pple-
baum?"
"Just a sec."' said Miss Rheingold,
and began to thumb through a direc-
tory. While she thumbed, I studied
the massive hanging over the desk. \
sort of golden dog-tag imbedded in the
frame was engraved: "GB&G's first
advertisement for its first client —
1948." The advertisement in the frame,
for the Shenandoah Stove Bolt Co.,
carried a single picture of a much-
magnified stove-boll along with the
simple legend: "If you don't use our
holts, you're nuts!"
So this was Madison Avenue!
"We got no Bridey Applebaum work-
ing here," said Miss Rheingold. "But
we do seem to have a Birdie Tannen-
baum."
It happens sometimes that subjects
under hypnotic trance don't get all
their spellings quite right. Anyhow,
il seemed clear thai it was this Birdie
Tannenbaum's astral existence that m\
own Bride) had shared in.
"Is Miss Tannenbaum in?" I in-
quired.
"Til cheek."" said Miss Rheingold,
and picked up the phone. Sudden I \
her carefully-plucked eyebrows crawled
half-wa) up her forehead. She hung
Up and -hired at me.
"Birdie Tannenbaum eloped yester-
day w ith a station manager from Rhode
Island." she said. •Hut the) tell me
in there thai there's a freckle-faced
kid with a pony-tail who reeks of
meadow ha) sitting al Birdie's desk
tossing around rale cards and kidding
with some station reps."
"" I hai would be Bride) ." I gasped.
Jusi then another .-olden door I
hadn l noticed before opened w ith a
crash, and a beefy, red-faced man bore
down upon us. lie wore a T\ rolean
green -nil and the most upsel expres-
sion I have ever seen. If Madison
Vvenue was the streel <<\ ulcers, this
was the |hi\ ^ho had started the fad.
112
M'ONsnli
I , SKI'TKMHKK 1956
•
nost advertisers use
KSFO
560 FIRST IN SAN FRANCISCO
Tin
^f r
I in -home package ol*
listeners of any independent
i.. VOIM III ii\ i ALII OK\ I \
See your latest Pulse report
I lie IB I $hIe I^N M. ont-of-hoiiie package
olf listeners of any independent*
i.. \OIM II I- n.\ < \LllOlt\l\
independent or network
The
coverage of ant
inflc|»cndcii( station in all 06*
big
FIRST IN
FRANCISCO
i \IJIOIt\l\
. . . and KSFO is getting IJM.t.l l( :
KSFO-560 San Francisco's
BIGGEST independent, joins
KMPC-710 I os Angeles' BIGGEST
independent, to give vou the
BIGGEST combination BUY
in all of C \IJFOBI\IA.
Call HEADLEY-REED CO.
Call A-M initio SALES
tall km (i .San Francisco
*MORE advertisers
buy KSFO-560 than
any other station
in San Francisco.
KSFO's current list of
NATIONAL and Regional
advertisers include:
ALLSTATE INSURANCE
AMPRO PRODUCTS
BAFFLE BAR CANDY
BELFAST BEVERAGES
BENDIX APPLIANCES
BURGERMEISTER BEER
BLUE SEAL BREAD
CALIFORNIA PACKING
CALSO WATER
CERTO-SURE JELL
CHEVROLET DEALERS
CRIBARI WINE
CROSLEY APPLIANCES
EVEREADY BATTERIES
EXLAX
FALSTAFF BEER
FOLGER'S COFFEE
FORD DEALERS
GREYHOUND BUS
HOUSEHOLD FINANCE
INTERSTATE BAKERIES
KRAFT FOODS
LOCAL LOAN
MANISCHEWITZ WINE
MENNEN BABY OIL
MOTOROLA APPLIANCES
MYSTIK TAPE
MODE O DAY
NATIONAL VAN LINES
NORGE APPLIANCES
PACIFIC SOUTHWEST
AIRLINES
PACKARD DEALERS
PALL MALL
PEPSODENT
PHILCO PRODUCTS
PLYMOUTH DEALERS
REAL GOLD
REGAL PALE BREWING
SATURDAY EVENING POST
SCHWEPPES
SEVEN UP
SENDERALLA
STOKELEY VAN CAMP
SOUTHERN PACIFIC
TANGEE
TAREYTON FILTERS
TWA
WEBCOR
WINSTON CIGARETTES
. . . plus 9 J local advertis-
ers who listen fo KSFO
s well as buy it
"
Folks lose their heads over WWDC. f O^W/
"1st on week ends. 2nd on week days WMLM \MLM ^^% ^$£0
in Washington. DC -May-June Pulse WW WW wLJ\^
REPRESENTED NATIONALLY BY JOHN BLAIR & COMPANY
evansville c\{)e ^re ZJhere!
IN
2 0 0,400 Watts
We air there, and you can be there with us at
WEHT-TV in the estimated 75,000 new homes in-
cluded in the new coverage area. Contact our repre-
sentatives about availabilities on the Big Eye — Chan-
nel 50 — for the best in coverage in Evansville and
the Tri-State.
// EHT-TV — Channel 50 — has boosted its power
from 11,000 to 200,400 watts
WEHT-TV is your FOLLOW-THRU STATION IN
THE EVANSVILLE MARKET. Only WEHT-TV
offers (1) Guaranteed On-the-Air promotion, (2)
Newspapei advertising, (3) Newspaper Publicity, (4)
Letters to Retail Trade, (5) Dail) News-Letters to
hotels and hospitals, (6) Lobby Displays, (7) Month-
ly house organs, (8) Window Banners, Posters and
(9) Billboards.
WEHT-TV
also operating
WEOA CBS
RADIO
Represented by
YOUNG TELEVISION
"\\ hat the hell's going on here, time-
buying-wise?" he demanded.
Miss Rheingold cringed prettily, and
I myself shook so badly I could hear
the kerosene splashing around in the
lantern I still held.
"What's the trouble. Mr. Slook?"
\li» Rheingold asked. In an aside to
me, she whispered. "Mr. Slooks an
account supervisor, and if it's some-
thing that brat of yours did —
"I'll tell you what's the matter,"
Slook roared. "I was sitting at my
desk creating thoughts agency-wise,
when my phone rang and it was the
station rep for \\ E \K-TV. He thanked
me for the buy we just made."
Slook turned on me. "Who are
you?" he snarled. I waggled my lan-
tern helplessly.
"Well, shut up!" he thundered. "In
the entire history of GB&G — and I
speak experience-wise — we have never
bought WEAK-TV! It is the tiniest,
most insignificant outlet, audience-wise,
in the Metropolitan area. It boasts the
lowest power, weakest signal, and
shortest antenna west of the Missis-
sippi! The) could print their coverage
map on a postage stamp! The ratings
services ignore it ! And we — God help
us — just bought it! Bought it for our
newr Cap'n Freddy "s Frozen Fish-Sticks
account! 1 want to talk to that nut of
a timebuyer, Birdie Tannenbaum!"
"Miss Tannenbaum eloped with a
station manager." said Miss Rheingold.
"So she isn"t in."
"Impossible!" shouted Slook. "She
made this fool buv not five minutes
ago. So she must be in!" He stalked
off through the golden door. "I'll get
to the bottom of this." he bellowed,
"and when I do. somebody'll pay —
through-the-nose-w ise !
I followed, trembling, in his wake.
It was increasingly clear what had
happened. I had unwittingly created
a Frankenstein. Just a little. 11-year-
old Frankenstein — but a Frankenstein
all the same. And I had loosed it on
Madison Vvenue!
Sure enough, there was Bridev seat-
ed at a big desk in the Timebuying
Department. She was idly building
availabilit) sheets into paper airplanes
ami sailing them oil across the office,
while she regaled three jovial station
reps with the stor) of her life in air
media.
" — and so." she v\a> saving, "when
this fresh a.e. grabbed my hand in his
hot little paw. I let him have it with
114
M'ONSOH
17 SEPTEMBER 1956
im attache case right on his fat — "
Her audience suddenl) noticed the
wrathful Mr. Slook charging down
upon them like the wolf on the fold
and thej scattered before him. Bridev
sat alone, looking verj small hut not
\er\ pathetic. It i> impossihle for
Bridey to look pathetic. Loathesome.
yes; hut pathetic — never.
"How long have you been at this
desk?" Slook shouted at her. "Ha\e
you spoken to anyone on the phone?"
"Uh huh. To a guj named Benny.
He sounded cute."
"'Did he ask \<>u to bin \\ K \K-
TV?"
"Uh huh."" said Bridey.
"And what did you say?"
"Uh huh."'
"So you <7/./ bin W EAK T\ ! Win?"
"Because Benin sounded cute, that's
why!"
Slook flushed to the shade of smoked
pastrami. His shoulders shook and
sobs racked his massive frame. "'\\ ell.
this is the end for me. media-wise,"
he gurgled.
"It's a low eost-per-thousand," Bri-
dey said.
"They haven't got a thousand!"
Slook retorted. "How much time did
you buy?"
"Thirteen weeks, Monda\ through
Friday across the board, 1:00 to 1:15
a.m." Bridey said. "That's right after
their late movies."
"After late movies! Well, what show
did you buy into?"
"I just bought the time," Bride)
said. "We can create our own ma-
terial."
Slook studied a distant window. I
knew what he was thinking about. At
length he picked up the telephone.
"Get me Mr. Galwa\. please," he
said. "Or Mr. Bay. Or Mr. Grom-
met." He loosened his collar, or per-
haps I should say he tore at his throat
and his collar came loose. "Hello.
Galway. Slook here. Look, chief.
something has just happened down
here in Timebuying — tragedy-wise.
Oh, no. sir. nothing I could help, ad-
ministrative-wise. Just one of those
things, broadlj speaking-wise. Well.
you know that new account of ours —
Cap'n Frozey's Fisln Bread Sticks . . .
er, I mean. Cap'n Fishy's Frozen Stish
Fricks . . . er. yes. sir. that's the one.
Well, this nast) little girl wanders in
here, parks herself at a desk, and buys
them time on WEAK-TV. Hut I think
we can weasel out of it. chief. No con-
I hat little rustler on the horse has been trying
to stompede the ratings (and claiming that he has)
but we shore would be proud for you to look over
the July 16-20 Pulse Report.
M/OA... Pardee
OO/V'T BE //V
SUCH A
Still San Antonio's Leading Independent!
See Your H-R or Clarke Brown Man
ckiv
. i „<»*» food choins.
_one of the nation's largest foo
ning food to housewives via
n ,he Detroit Area.
. ,„ ,ell more of the
WHO? • • • "K"51"5
muff?»**ssrvs2?
WHERE? • • • *"""' h~ " *""" '
WHY?
1,710,000 housew.ve
Wrigleys has just purchased a one hour full length movie feature to be aired each Thurs-
day at 1 p.m. for the next 52 weeks. THAT'S TYPICAL OF THE CONFIDENCE FOOD
LEADERS IN THIS MARKET HAVE IN THE SELL-APPEAL OF CKLW-TV. There's sure to be an
answer to your soles problem here, too. Get the facts by phone, mail, or wire, today.
FOR RESULTS IN THE DETROIT AREA, IT'S
CKLW-TV
Channel 9
325,000 Watts
CKLW
800 KC
50,000 Watts
GUARDIAN BLDG. • DETROIT 26, MICH.
ADAM YOUNG, INC. Notional Repreienf ori've
SPONSOU
I - SEPTEMBER 1956
115
Philadelphia
QUESTION
ANSWER .
What Radio Station offers Outstanding
Personalities that Sell as well as Entertain.
WIBG personalities like Doug Arthur, Fred
Knight, Joe Niagra, Tom Donahue, Bob
Knox, Tony Bourg, Ray Walton SELL as well
as ENTERTAIN.
QUESTION
ANSWER .
What Radio Station offers its Advertisers
EXTRA BONUS features to advertise their
product.
WIBG, Phila. includes at NO EXTRA COST,
BILLBOARDS, TRANSIT CARDS, DIRECT MAIL
and Trade Paper Advertising.
QUESTION
ANSWER .
What INDEPENDENT programs MUSIC &
NEWS and has the TOP POWER.
WIBG'S POWER is 10,000 WATTS; MORE
than TWICE the power of the next largest
independent.
Pennsylvania's most powerful independent!
WIBG
lO.OOO WATTS
SUBURBAN STATION BLDG.. PHILA. 3, PA.. Rl 6-2300 NATL REP.: RADIO-TV Representatives
had a *<*
co*n r,<Vately'*
S^TTK^-^
Get on the winner. . .
get on WFBR—the radio
station with the most
listeners in Baltimore
WFBR M^8at8
REPRESENTED BY JOHN BLAIR & C
Hf
tracts have been signed. It was all
done nil the phone. . . . V'>. chief. 1
know that GB&G's word is as good as
their bond, thai we never back down
on a buy. But there's another angle
we might use to squeeze out of this
mess. This girl, she's an imposter so
thai should make the whole deal null
and void, ethics-wise.
Slook turned to Bride\ .
II
er name:
'What'
S \ "ill
name
?"
"Bride) Vpplebaum," she said.
"Hello, chief. Slook said, "her
name's Bridey Applebaum. . . . \o. -ii.
I'm not getting things confused. Yes,
I know she's a bona-fide timebuyer,
onlj her name's Birdie Tannenbaum
and— He replaced the phone ginger-
ly, and in a voice strangled with emo-
tion, addressed nobody in particular:
"lh- hung up on me. Policy-wise we're
stuck with this buy. Oh, dear, this is
the end ol clienl relations with Cap'n
Fredd\ !"
"Ion can make it up to them in
marketing services," Bridc\ suggested.
"I'll marketing services you!"
snarled Slook. reaching out and haul-
ing her across the desk.
1 tapped him on the shoulder. "S01 1 \
old chap. ' I said, "hut one just never
spanks a timebuyer." Then I started
to explain all about ni\ experiments in
hypnosis and the big bridge.
Slook seemed impressed. "So you
achieved all this."' he said, "with your
little lantern?"
"Yes," I said modestlj .
"Let me see your lantern, please,"
Slook said.
I handed it to him.
The next instant, there came an arc
of lighl with all the brilliance of a
comet, and something exploded in or
"I've noticed that KRIZ Phoenix
advertisers get fat, bald and pros-
perous
i"
SIMINSOIf
17 SEPTEMBER 1956
IS
PEMMSYLV4NIA'C
4*T\/MfiS>VFT
IMV0UI2 PICTURE
WJAC-TV is the Number One
Station not only in Johnstown,
but in Altoona as well, and this
one-two punch covers an area
that rates 4th in the rich state
of Pennsylvania, and 28th in
the entire country.
Well over half a million (583,-
600 to be exact) television fam-
Uies look to WJAC-TV for the
best in television entertainment.
Add to this the free bonus of
WJAC-TV coverage into Pitts-
burgh, and you have a total
market for your sales message
that just can't be overlooked, if
you really want to tap the po-
tential of Southwestern Penn-
sylvania.
(in m\ head. There are man) ways to
induce a trance.
Several days later, in ni\ sterile rot
at Bellevue, I picked up the paper and
began reading Frisby's column "ii t\
and radio. The following item caught
in\ eye the one thai hadn l closed all
the u;n.
"I I one short week ago. someone
had said that tonight three million
New Yorkers would be sitting up
past midnight to watch an 1 I -\ear-
<>ld local personalis conduct a
farm show slanted at urbanites
who dream of one da\ becoming
exurbanites, I would have scoffed.
Yet that is the case with the sen-
sationally-successful Bridey Apple-
baum Show on WEAK-TV. Much
of the format's charm is due to
Bridey herself who operates as a
one-girl show, even taking over
the operation of the cameras for
difficult shots and delivering the
commercials for Cap'n Freddy's
Fish Sticks. I personally was en-
thralled last night by Bridey's
hints on spreading fertilizer the
easy way and can scarcely wait
for the promised fare tonight—
'"The right and wrong way to at-
tach a milking machine."
It would seem that timebuying holds
more opportunities for advancement
than mesmerism. * * *
Get full details from your KATZ man!
COMPARACRAPH NOTES
{Continual from page 92 I
Toni Co., North. Tatham-Laird: CBS. alt M 8:30-
0 inii; nil W 8-8:30 pm; Th 10:15 I am .
Tb 9 30 3: 15 inn; \i:i all s.,t : 30-8 inn;
all M s::iii-:i pm; alt F s::;i!-:i pm
Union Carbide & Carbon. Mathes ABO, Su <
in ;;u pm
U. S. Rubber, F. IX Richards: NBC, Sa 1:15-
5:13 pm approx, 10/6 & LO 27
U.S. Steel, UHIXI Cits alt W lull pm
Vick Chem. BBDO NBC, alt I' 9:30 1" ill
Tu 7:30-7:45 pm
Warner-Lambert, K&E: NBC. alt Sat 10:30-11
pm
Welch Grape Juice, IM'SS: Mil Tu 5 L5 ~.:30 pm
Wesson Oil. Fitzgerald- CBS Tu 12-12:15 pm; an
Tu 3:30-1 pm; NBC, alt Sa 9-10 pm 3 wks
in 4 T
Westinghouse. McB: CI'.S. M 10-11 pm ; E MeL-
G CBS, \V 7:30-8 pm
Whitehall Pharm . Bates: CBS. M-W-F 6:45-7
pm & 7:15-7 30 pm; alt 'i u I 10 B pm
White Owl YAH NBC Sun IDtSII-ll pm
Zenith. BBDO: NBC, Sa 1:15-5:15 pm approx.
10 6 & 10/27
In Sioux City you
buy 'em at the lowest
cost per thousand on
KVTV
CHANNEL
9
. . . the station that dominates
the rich Siouxland market
like this:
46 of the top 50 shows
all of the top 32 local, live shows
34 of the top 35 network shows
9 of the top 10 syndicated shows*
£?'
A Cowles station. Under the same
management as WNAX-570 Yankton,
South Dakota, Don D. Sullivan, Ad-
vertising Director.
Source: 1956 Sioux City Telcpulsc survey.
SPONSOR
1 i SEPTEMBER 1956
117
to
CO
©
o
o
©
■
LU
CL
v
h-
(/)
O
I- .
o
lowest
cost-per-thousand
ADVERTISERS' INDEX
in
1 1
Columbus, Ohio
IfVVKO
cost-per-1000
is 49% lower
than closest rival
l/WKO
delivers 5.4
average between
8 am and 5 pm
Pulse: Dec. -Jan. '56
IrVVKO
Columbus, Ohio
Use the slide-rule
and call Forjoe
BMI
"Milestones" for
October
BMI's series <>• program
<-4>iitimiiii«-^. «-mitl«-«l "Mile-
stones,'1 focuses the >i»»i-
lifjlil on important events
and problems which have
shaped tin- American scene.
October's release features
four complete half-hour
show readj for immedi-
ate us< — smooth, well writ-
ten scripts for a variety of
uses.
■KEEPING FIRE IN ITS PLACE"
(Fire Prevention Week)
October 7-13, 1956
•COLUMBUS DAY"
October 12, 1492
"IT'S YOUR WORLD, MISTER"
I United Nations Day*
October 24, 1956
"HALLOWEEN PARTY"
October 31, 1956
"Milestones" i- »v»Hable f"
commercial sponsorship — see >""
local latlon foi details.
BROADCAST MUSIC, INC.
NEW YORK • CHICAGO • HOLLYWOOD
TORONTO • MONTREAL
ABC Film
UBC r\ Net
Broadcast .Musi.- [nc.
Broadcasting
Music i !orp, ol Ami i
McClatchy Broadcasting _
Meredith Croup
102, 104, 113
1 1 -
_ 109
10. 11
»;i
_ IBC
Mid-Continent Group 22
NBC Spot Sal. s 12, 2S, 29
NBC-TV X.i )s 19
National Telefilm Assoi IT. IS, 19, 20
Northweso Radio & Tv School it
Pulse, Inc. _ 90
RKO - 78, 79
Sons Ad _ 12
Storer _... 56, 57
Adam Young, Inc. BC
i IK i.w, Detroit . 115
K LRK-TV, Little Rock
KBIG, Hollywood
KCMC-TV, Texarkana
119
ti
121
K I : I .' ■. KIM.''. Sioux Kails 71
KERG, Eugene 104
KPEQ-TV, si Joseph 7.",
KFMB-TV, San Diego _ 21
KGNC, Amarillo ..„. 83
KMBC-TV, Kansas city .. 118
K MTV, I miaha . 25
KNUZ, Houston 120
KOIN, Portland, i tre. 111
K( UN-TV, Portland _ 111
K( INO, San Antonio 1 15
KPQ, Wenatchee v
KRIZ, Phoenix 110, in;
KRMG, Tulsa _ 104
KR< tD-TV, El I'aso 103
K Ri iN-TV, San Francisco 73
KSF( i, San Francisco I 1 3
KSLA-TV, Shreveport ..
KTHS, Little Rock .. 7
KTUH, Hutchinson .. L12
KVAI.-TV. Eugene 52
KVTV, Sioux City ... . 117
KWK-TV. St. Louis IFC
WABT-WAPI, Birmingham .
WAFB-TV, Baton Rouge
WAGA-TV, Atlanta
WAVE, Louisville
WBAY-TV, Green Bay
Will R-TV, Knoxville
\\ BNS, i lolumbus, ( >hii
WBNS-TV, Columbus, ( >liio
WBRZ-TV, Baton Rouge
WBTW, Charlotte
WCAU, Philadelphia
Wi :TJE, Akron
WDBJ-TV, Roanoke
WE] [T-TV, Henderson
WEMP, Milwaukee
WFAA-TV, I 'alias
WFBR, Baltiiw re
WFM V-TV. Greensboro ..
WGN-TV, Chicago
w . ; i: TV, Buffalo
WHAM, Roi hester
will. I. Hempstead
WIBG, Philadelphia
wi BW, Topeka
wi i.s, Lansing
w .i \. ' TV, Johnstown
WJHP-TV, Jacksonville, Fla
WKNB-TV New Britain
WK'i iW-TV, Madison
WKY-TV, ( iklalu ma City
WKZO-TV, Kalamazoo ...
W l.i >L, Minneapolis
WMT-TV, Cedar Rapids
WNEM-TV, I :av City
WPEN, Philadelphia
vN RBL-TV, Columbus, Gi oi % I i
\\ i :. '. Washing! on
u Ri -\ Philadelphia
w REX-TV, Rockford
WSB, Atlanta
WSBT-TV, South Bend
WSJS-TV, w In! ton Salem
WSM, Nash\ [lie
WSM-TV, Nashvilli
wsi IK, Nashville
u SPD-TV, Toll do
WTRF-TV, Wheeling
WTVP, i >i i am.
wvki i. Columbus, i ihio
WWDC, Waslm,
u \ i:\ Richmond
I 5
11
82
99
100
86
51
74
so
84
30
■-•;
no
....
ni
7G
97
1 L6
101
108
103
13
.,i
116
L06
26
117
68
SI
94
122
93
67
105
3
1 is
9
16
50
77
89
53
59
69
117
9j
65
in;
1 is
1 II
I'. '
Buckey Walters, platter -spinner de-
luxe, brings a New Selling Sound to
KMBC'KFKM by punctuating commer-
cials and chatter with clever piano back-
ground. ONE announcement on his
"Tune Time" produced 3,653 replies!
LISTEN
the New Sound of
KMBC-KFR
The Lis news in Kansas Citj radio is the
New Sound on KMBC-KPRM By compteti
ly overhauling old programming concepts,
KMl'.r KKKM have introduced a new type
of radio service that's tailored to today's audi-
ence demands, New variety new personali-
ties, new formats, new impact — they're all
woven into every hour of every broadcast day.
Tins inspired local programming, combined
with the best from the ABC Network, pro-
duces radio that sells as it serves I Your
Colonel from Peters, Griffin, Woodward '
ni tune you in on the New Selling Sound of
KMBC-KFRM,
0?
KMBC <U Kansas City
KFRM far the State of Kansas
in the Heart of America
IN AND AROUND
COLUMBUS, GEORGIA
CHANNEL
WRBL-TV
p
A CBS
/|
referred *
Viewing
! I-COUNTY AREA - NOV. '55
402°' 404
METROPOLITAN FEB. '56
298*f4l6
• COMPETITIVE QUARTER HOURS
WEEKLY - - TELEPULSE
Tim ii, dt x Is intended .is a mtvict feature, as com-
plete r.nd accurate as possible: but SPONSOR cannot
b<- .-(sponsible for chanQes too late to be recorded here.
CALL HOLLINGBERY CO.
18
SPONSOR • I i SKPTEMBKK 1T>(i
Little Hock's POWER PACKAGE...
Affiliate
HAM-TV
Channel 4
POWER PREFERENCE • POWER PROGRAMMING • POWER FACILITIES
Power Preference
Across the board, Little Rock viewers
choose KARK-TV-
ARB Survey, June 1956-KARK-TV has
7 of the top 12 nighttime shows select-
ed by Little Rock viewers—
1. Highway Patrol-KARK TV*
2. Your Hit Parade-KARK TV
3. $64,000 Question-Station B
4. Perry Como Show-KARK TV
5. You Bet Your Life-KARK TV
6. I've Got a Secret— Station B
7. Badge 714-Station C
8. $64,000 Challenge-Station B
9. Lux Video Theatre-KARK-TV
10. Ed Sullivan Show— Station B
11. George Gobel Show-KARK TV
12. This Is Your Life-KARK TV
'Shown during same time period on
KARK-TV and station C. Combined
rating scores first place. Breakdown:
KARK-TV, 26.9; Station C, 19.1.
5 of the Top 5 Multiweekly Shows —
Network and local, KARK-TV viewers
voted for Channel 4 programming —
sweeping the first five places with —
1. I Married Joan— 3:00 p.m. Mon. thru
Fri.
2. News Final — 1 0:00 p.m. Sun thru Sat.
3. Queen for a Day— 2:00 p.m. Mon.
thru Fri.
4. Tennessee Ernie Ford Show— 12:30
p.m. Mon. thru Fri.
5. Evening News & Weather— 6:00 p.m.
Mon. thru Fri.
Major Share of Nighttime Audience —
From 6:00 to 10:00 p.m. KARK-TV cap-
tures the largest overall share of Little
Rock viewers. 62 quarter-hour firsts of
1 19 quarter-hours per week— the largest
audience in Little Rock.
Power Preference— Power Programming—
Power Facilities. . . the KARK.TV Power
Package means Sales Power in Arkansas.
Represented by
Edward Petry & Co., Inc.
Power Programming
Network and local, quality program-
ming is increasing the already proven
Pulse audience lead of KARK-TV -
NBC Television — Programming voted
best by Little Rock viewers in the June
1956 ARB survey ... and KARK-TV
reperesents NBC's only exclusive outlet
in the entire state.
Top-Rated Local Programming— Special-
ized local programming for everyone—
from Pat's Party for the children to
News Final, the program 10:00 p.m.
viewers voted in the top Multi-Weekly
programs in Little Rock.
Power Facilities
KARK-TV facilities complete the power
package in programming and pref-
erence —
Higher Tower-Maximum Power— KARK-
TV's new tower-power package delivers
your message to almost all of Arkansas.
Operating on Maximum Power— 100,000
watts.
Full network color facilities.
One of the Tallest Towers in the Nation
—1,693 feet above average terrain,
—1,175 feet above ground.
Little Rock Plus 44-County Coverage . . .
Now your sales message to thousands of new viewers
facts inside the 100 mv m contour —
l^fJC-r
the
KARK-TV Coverage
State Totol
Counties
44
75
Population
1,028,300
1,785,000
Households
289,150
503,060
Spend. Inc.
$1,094,231,000
$1,876,635,000
Retail Sales
805,057,000
1,399,436,000
Gross Farm
|nc 284,375,000
592,572,000
(Source: '56 SRDS Estimates of
Consumer Markets;
^ — CHANNEL 4 NBC Affiliate
Little Rock, Arkansas
SPONSOR
17 SEPTEMBER 1956
119
IJIfa '7(fck
CDDiMr.cici n in'-/ nFTATHP in
SPRINGFIELD, ILL
DECATUR, ILL.
WTVP
DECATUR, ILLINOIS
This is |ust a sampling — get more
"Good Spots to be in" from
The Boiling Company
Sulrester L. (Pat) Weaver, Jr., has
resigned as chairman of the ABC board, after a
seven-year career with the company which rapidly
shot him up these executive stages: v.p. in charge
of programing; VBC president and \ B( vice-
chairman. Historically. Weaver will hold this niche
in television: the creator and activator of the initial
big money, big conception extravaganzas whether
it be musical (the spectaculars) the 90-minute
dramatic show, based on Broadway boxoffi.ee prop-
erties, or the great travelog technical projects, a
la "Wide, Wide World." Weaver, as a pioneer,
gave tv a sense of unlimited scope, flamboyant show-
manship and a cause for wonder among admen
"hou long will NBC go on pouring out this way?"
Oscar hintz has been promoted to i ./'• in charge
of daytime programs for CBS TV. Announcement
of the promotion tame from J. /.. Volkenburg, < /''s
TV president. Katz appointment was followed i loseh
by the naming of Gilbert A. Ralston to the newly
(rented post of director of networh programs, Veu
York, for CHS TV. Katz joined the CBS research
department in \l)'AH and has been with that branch
of the networh until now. He will report to llubbell
Robinson. Jr.. executive v.p. in charge of network
programs. Ralston joined CBS TV in March of 1955
alter five years as an independent producer.
Arthur C. Schofield, director of advertising
and sales promotion for the Storer Broadcasting
Com pom. was elected v.p. for advertising and pro-
motion by the company's board of directors, Lee
H. Wailes, executive v.p., announced earlier this
month. Schofield joined Storer in February L952,
bringing with him a diversified background in ad
vertising and broadcasting. In the early 30's he
was an artist and feature writer tor the Philadelphia
Inquirer and later joined the promotion depart-
ment "t the Crowell-Collier Publishing Company
in \ en ) ml, .
I im> Lewis, formerly a writei and produi i
the Loretta Young show. \IC\I producer and a v.p.
in charge of tV and radio ha ) oung and Rubiiirm.
has joined t . J. LaRoche as v.p. in charge of the
radio ami tv department. As an independent pro-
ducer Lewis has maintained offices in Beverly Hills,
and will continue to have offices there. Lewis will
divide his time between Hollywod and Vew York.
In Hollywod the LaRoche U offices are managed
h\ Stuart l.udlum who also super uses the If alt
Disney Productions and Disneyland accounts and
directs LaRoche's Hollywood tv productions.
L20
SPONSOR
SI PTEMBER L956
4th
Television
Market
In
Texas
OKLA.
HOUStOJJ-GAVVESl ^ .
3) @
SAN ANTONIO
. ♦ ♦ and growing all the timel
165,000 SETS
NOW IN RANGE OF THE MAXIMUM
POWER KCMC-TV SIGNAL
* 28,000 Sets In the Recently Designated Texarkana
Metropolitan Area In Which KCMC-TV Registers
85% Total Weekly Share of Audience.
* 100,000 Sets In 26 Counties Where KCMC-TV Has
58% Total Weekly Share of Audience.
* Plus Substantial Penetration of 17 Other Counties.
Only KCMC-TV Can Deliver this 4 State Market
because . . .
• 250 Hours per Month Sponsored
Network Programs
• 100,000 Watts on Channel 6
• Over 3 Years On-the-Air
• 18 Hours per Day Service
• Network Color Facilities
KCMC-TV
CHANNEL 6
Texarkana, Texas-Arkansas
INTERCONNECTED
Represented By
Venard, Rintoui & McConnell, Inc.
Walter M. Windsor
General Manager
SPONSOR
1 7 SKl'TKMBER 1956
Richard M. Peters
Dir. Natl. Sales & Promo.
121
You don't have to ring doorbells
when you advertise in Oklahoma
FOLKS GAVE US THEIR
HOUSEKEYS YEARS AGO
Owned and Operated by
THE OKLAHOMA PUBLISHING CO.
The Daily Oklahoman • Oklahoma City Times
The Farmer-Stockman • WKY Radio
WSFA-TV, Montgomery, Ala.
Represented by THE KATZ AGENCY, INC.
i
REPORT TO SPONSORS for 17 September 1956
(Continued from |>n<;<> -t
Kent steps out Lorillard's stepping up the D-day of its new Kent campaign through
on Hit Parader Y & R has all the earmarks of a competitor beating another to the
punch. The obvious target is American Tobacco, which recently re-
vealed it was putting a filter of its own on the market, supposed to
be the Hit Parader. Meantime American — keeping its plans closely
under wraps — had drawn up a blueprint for air testing. Lorillard
anticipated this campaign by moving faster than it had originally
figured. It broke its announcement 7 September that (1) the price of
Kent was being cut 4 to 50 retail and (2) a saturation air media and
newspaper campaign on this would be launched 18 September. The Kent
splurge runs for minimum of 8 week, using around 120 tv and radio
markets. Ranks as biggest campaign for Kent and the billings are
estimated to go well over $3 million for air and print. Kent's using
a new animated commercial and new jingle. Lorillard is also reported
to be readying a mentholated brand. Suggested reason for Kent's price
cut: after a skyrocketing start, the filter hasn't been doing so well.
-SR-
TvB dramatizes Indications that television is girding itself for an aggressive cam-
new daytime tv paign to sell daytime facilities: TvB is exposing to admen a newly
dimensions developed presentation demonstrating the latest dimensions of televi-
sion's daytime audience. First showing, with Oliver Treyz, TvB presi-
dent, as mentor, was in Philadelphia last week. Citing Nielsen as
his source, Treyz said more homes now regularly view tv in the morning
alone than watched evening tv three years ago. Also in tv homes more
families view daytime tv in one week than listen to all of radio,
day and night. He added: "the new Nielsen comparison doesn't make
radio look small ; it merely puts the new dimensions of daytime tv in
accurate and dramatic focus."
-SR-
NBC upheaval Intermediate executive reshuffle at NBC affects at least 3 v.p.'s.
affects 3 v. p. 's Fred Wile, who came in with Pat Weaver, has resigned as westcoast
head of programs. George Frey, in charge of tv network sales, goes to
SSCS as v.p. in charge of network operations. Richard A. Pinkham,
in charge of programs, will resign from the network when he returns
from a European vacation. Frey came to NBC 26 years ago.
-SR-
Can pre-emption Agencies with political campaign clients are beginning to show a
lose voters? leeriness about pre-empting regularly scheduled tv shows this fall.
The cause: resentment that blanketing of the three networks with con-
vention coverage had apparently evoked among viewers deprived of
their favorite shows. These agencies are now wondering whether sub-
stitution of a full half-hour political program for a high-rated
commercial show is worth the price of irritating a goodly percentage
of the tv audience. (See "Is blanket convention coverage an audience
bust?" page 36. )
-SR-
Poll-O-Meter The Poll-O-Meter could develop into a valuable tool for tv measure-
needs sampling ment of audiences, if it solves the statistical problem of sampling
development procedure. The Poll-O-Meter, mounted on a truck chassis, records the
oscillations of home sets while cruising a neighborhood. From these
oscillations the channels tuned in are determined. For the device to
be competitive with A. C. Nielsen's audimeter it is imperative that
it be flexible enough to furnish accumulative audience figures.
I J
SPONSOR • 17 SEPTEMBER L956 ] 23
SPONSOR
SPEAKS
Negro radio maturity
Negro radio is one of the hardest
advertising media to understand. In
a sense the advertiser has to turn so-
ciologist in order to comprehend the
ways in which Negroes are different as
listeners and consumers and yet the
same.
This is the fifth year in which spon-
sor lias embarked on a task- force treat-
menl of Negro radio i which is pub-
lished this vear for the first time as a
completer) separate part two to this
issue i .
If we could boil down the essence oJ
what we have learned about Negro
radio it would come to this:
1. The mass-product advertiser who
feels he reaches Negroes via his regu-
lar advertising media is quite correct.
Negroes listen to radio and tv pro-
grams of all types, read printed media
of all t\|>es. Hut when it comes to
Negro radio advertising, people who
have tried it point out that the\ get
better results per dollar spent when
reaching the Negro via a medium
which has an accentuated meaning to
him. \s one specialist put it to us, the
the Negro audience simplv represents
far more customers per each 100 listen-
ers than the white audience.
2. Manx mass-product advertisers
ma\ have more than average chances
of selling to Negroes than they would
to white listeners in the same economic
circumstances. The Negro spends his
dollar differently. \s an example, he
ma\ be restricted to lower-income
housing b) social factors thus leaving
him more monev for other purchases.
It behooves the advertiser in ever)
product categor) to carefully appraise
his opportunities with Negroes by
studying them as a separate market.
When you consider that this is a mar-
ket of 17 million people whose eco-
nomic standing has risen steadily over-
recent years, you realize that this is no
case of a fringe minority to be given
passing attention.
3. When all the differences in the
circumstances of Negroes have been
evaluated, in the end you discover that
he is not so different after all. As far
as the ways in which he reacts are con-
cerned, he cannot be sold by flash-
in-the-pan gimmicks. He cannot be
appealed to through corny attempts at
"Negro dialect."
What is true for the white consumer
today is true for the Negro. The ap-
proach must be based on reason-win.
on the promise of providing a tangible
product benefit.
For the advertiser who recognizes
the importance of planning a sound
marketing strategy among Negroes and
a sound selling platform. Negro radio
is a sales vehicle of dynamic character.
And it is maturing in programing and
sales technique.
It behooves the advertiser himself
to be increasingK mature in his under-
standing and use of Negro radio and
it's our hope that sponsor's fifth Ne-
gro radio issue will be valuable in
the stimulation of such understanding.
•K * *
Impulses to mayhem
Did \ou ever gel the impulse to
pound on your radio or television set
with a hammer? We did recent!) and
tw ice in one week.
Hammer impulse number 1: Wre
were driving home from the office one
evening and listening to the car radio.
In quick succession we heard an arrest-
ing news commentary a- forthright and
stimulating as anything we've read or
listened to latel) ; an informative set
of questions and answers on the elec-
tion: and a report from Moscow on the
insurance Russian citizens can and
cannot buy. It made the drive home a
pleasure. Win the hammer then?
Simplv because there was all this
good radio listening on the air at a
time when were not accustomed to
listen: it had been going by. wasted as
far as we were concerned, because no-
body had sold us on listening. The
programs referred to here happen to
be on the NBC radio network. But on
each of the networks and on hundreds
of stations across the country there is
radio to be found of a qualitv un-
dreamed of just a few years ago.
Hammer impulse number 2: We
watched a children's program in the
afternoon. And we were shocked. The
commercials were sophisticated, per-
haps enough so to enthrall a roomful
of art directors. But the\ did not speak
to children. They could not have
spoken to children unless since our
youth the nation's kids have graduated
to the level of Museum of Modern Art
devotees. We wonder just how much
the desire to be different is motivating
some of the agencies and their clients.
Applause
Salon pioneering
When a companv grows, as Slen-
derella did. from a 63-salon to an 150-
salon chain in less than two vear-.
applause is i ei tainh indicated. Bui
we point to Slenderella Co. and ii-
Foundei and president, I.arrv Mack,
not onl) for its success, but for the
mannei in which he capitalized crea-
tivclv (via Management Associates of
( onnecticul i on the selling powei and
tremendous coverage of the air media.
We first visited Slenderella a couple
of \ears ago. when the companv.
against the trend of the moment, put
ovei half of its $500,000 advertising
budget into spot radio. I.arrv Mack
applied the simple philosophy that
women would listen to men where their
looks were concerned and bought as
man) local male radio personalities to
talk to women as his budget at the
time would permit. This vear. he plans
to spend $6 million in radio and tv
alone to increase the business in his
l.iO salons.
It's our feeling that I.arrv Mack has
understood a fundamental concept ol
business todav and we applaud him for
it: The opportunities for business suc-
cess in this counlrv are as great as
Mack's post-war enterprise demon-
strated. Bui the frontiers for outstand-
ing growth todav are reached through
the creative application of advertising.
I. 'I
SPONSOR
I i SEPTEMBER 1956
THE WHOLE TRUTH
(NOT 1/2 TRUTHS)
about who's
watching who*
in Kansas City
FACT NO. 1 More ARB quarter-hour firsts for KCMO-TV
KCMO-TV 264 Channel 5
Station B 137 As surveyed by
Station C 113 ARB- Julv ,956
FACT NO. 2 More PULSE quarter hour firsts for KCMO-TV
KCMO-TV 261 Channel 5
Station B 158 As 5urveyed bv
PULSE,
July 1956
Station C
50
FACT NO. 3 More NIELSEN quarter-hour firsts for KCMO-TV
KCMO-TV 225 Channel 5
Station B 137 As surveyed by
NIELSEN,
July 1956
Station C 13
^Particularly KCMO-TV, telecasting at full power
from the world's tallest self-supportinC tower.
^CBS^
KCMO-TV
ONE OF MEREDI" I'S BIG 4
SYRACUSE
WW
ALL-FAMILY STATIONS
OMAHA
w w
« • p r • • • n I . i by KATZ AGENCY INC
JOHN RIAIR 1 CO BIAIB TV, INC
MEREDITH "RacUo. W letevitout STATIONS
affiliated with lll'llt'l' illlllll'S illlll liill'fJl'IIS and Successful Farming magazines
YOUNG TELEVISION CORP
W El - V Joins the exclusive group of top
TV stations represented by
\U
w
i
m
TELEVISION STATION REPRESENTATION
New York Chicago St. Louis San Francisco - Los Angeles ■ Boston
home office: 477 Madison Avenue, New York 22, New York
M©ow
FIFTH ANNUAL NEGRO RADIO ISSUE
OF THE
MEMPHIS
RADE AREA
IS
learo
and the only way
) reach them is with
VDIA
5O iv ^
*****
A«Mtf»rs»»*
•,0?*
COVERS THE "GOLDEN MARKET'1 OF 1,230,724 NEGROES —
NEARLY 1/1 OTH OF AMERICA'S TOTAL NEGRO POPULATION!
SPONSOR 17 SEPT, 1956
PART TWO
17 September 1956
1 NEGRO RADIOS
MARKETING ROLE
Facts en ill*- Negro
markei and tips on
how to reach it
PAGE 3
^M THE STATUS OF
d^B NEGRO-APPEAL RADIO
Program and selling
trends, ■ ii\ types
.iihI station patterns
PAGE 6
Data charts page 1",
^P RADIO SURVEY OF
^^P NEGRO MARKET
John E. Pearson < >>.
< >fTfr- buyers nev
markei analyses
4 CASE HISTORIES OF
NATIONAL ACCOUNTS
Vnein ■> •""I clienl people
niitlint* their methods
ol reaching Negroes
PAGE IO
CASE HISTORIES ON
LOCAL ADVERTISERS
Stations report
successes oi V
radio at local level
PAGE 12
WUAo Philadelphia s Most POWERFUL and ON_L\
Fully Programmed NEGRO STATION
Ratings . . .
Each and
every one of
these Top Personalities
has the
highest rated Negro
program in
Philadelphia
(PULSE JUNE 1956
WDAS
The Leader
. . . all day
and night
Randy Di
Uxon 6:00-9:01
0 A. M.
.
Mercer
». M.-I.30 P.M.
^lfe*r
i ^
V
*
Bernice Thompson 9:30- 1 1 30 A.M.
Mitch Thomas 1:30-4:00 P.M.
^ «
Jocko- 4:00-7:30 P.M.
SOME OF THE NATIONAL
AND REGIONAL USERS OF
WDAS NEGRO ARE:
BC Remedy
Black Draught
Camels
Carnation Milk
Dolcin
Drano-Windex
Ex-Lax
Feenamint
Ford
Gillette
Hires
Italian Swiss Colony
Jello
Kreys
Lit Bros.
Lucky Strike
Lydia Pinkham
Manischewitz
Mrs. Filbert's Margarine
Mrs. Schlorers Mayonnaise
Old Gold
Ortliebs Beer
Parks Sausage
Pepsi-Cola
Pet Milk
P.S.F.S.
Pio Wine
Quaker Oats
Rem & Rel
Schmidt's Beer
666
Snows Clam Chowder
Stanback
Strawbridge & Clothier
Sulfur 8
Sunbeam Bread
Tetley Tea
Thorn McAn Shoes
Vaseline
John Wanamaker
Wrigleys
WDAS
T/ir voice oj 4merica's third
largest \ egro market a population
oj over <>00.000 brand-conscious
consumers with n spendable annual
income oj $400,000,000
REPRESENTED NATIONALLY BY
JOHN E. PEARSON CO.
When You Buy
WILY
Pittsburgh
It's Just Like
Buying
THE
ONLY
STATION
IN A
CITY
OF
200,000!
WILY (and ONLY WILY)
serves the Pittsburgh
Negro community . . .
WILY showed the biggest
audience increase of
any Pittsburgh station
in the past 12 months.*
WILY listeners listen
longer* and harder
than listeners to any
other Pittsburgh station.
Bernie Howard of
STARS NATIONAL
(N.Y. Phone PL 8-0555)
Has the FULL STORY.
WILY
The Station That SELLS
in Pittsburgh!
John W. Kluge
President
Ernie Tannen
Vice-President & General Mangaer
1000 Watts
:::Guidepost Research
1080 K.C.
MM September 1956
Negro Radio Issue
Editor and President
Norman R. Glenn
Secretary-Treasurer
Elaine Couper Glenn
Vice President-Genl. Manager
Bernard Piatt
EDITORIAL DEPARTMENT
Executive Editor
Miles David
Managing Editor
W. F. Miksch
Senior Editors
Alfred J. Jaffe
Evelyn Konrad
Jane Pinker+on
Assistant Editors
Robert S. Solotaire
Lois T. Morse
Joan W. Holland
Erwin Ephron
Contributing Editors
Bob Foreman
Joe Csida
Art Director
Si Frankel
Photographer
Lester Cole
ADVERTISING DEPARTMENT
Advertising Director
Arnold Alpert
N. Y. Headquarters
Charles W. Godwin
Midwest Manager
Kenneth M. Parker
Western Manager
Edwin D. Cooper
Production Manager
Jean Engel
Advertising Staff
Charles L. Nash
Marilyn Krameisen
George Becker
Circulation Department
Milton Kaye
Beryl Bynoe
Emily Cutillo
June Kelly
Administrative Coordinator
Catherine Scott Rose
Accounting Department
Laura Oken
Laura Fazio
Secretory to Publisher
Carol Gardner
SPONSOR PUBLICATIONS INC..
combined »itii TV. Executive,
Editorial, Circulation and
Vdvi iii-in- Offices: 40 E intli St.
( 19th * Madison.) New lo* 17,
N. Y. Telephoni mi rraj Hi"
8-2772. Chicago Office: 161 E.
Grand An- Phone: SUperloi 1 9S63.
Los Angeles Office: 6087 Sun el
Boulevard. Phone: Hollywood
4-80S9. Printing Office: 8110 Elm
Ive Baltimore 11, Md
Subscriptions Dnlted States $8
;i year. Canada and foreign $S.
Single copies 50c. Printed in D.S \
Address nil correspondence to
in E. 19th st , New fork 17
X. Y MUrraj Hill - 2772
COPYRIGHT 1956—
SPONSOR PUBLICATIONS INC.
Now at last . . .
The ANSWER to the
Indianapolis
PROBLEM!
When your
salcsmanagcr
says:
"100,000 NEGROES
in this rich market
-is there any way
can reach them?
li
we
Now you
can say:
WG E E
5000 WATTS
The FIRST and ONLY
Negro programming
in Indianapolis
•
Another great Rollins
Station, reaching
Negroes with real
buying power1
ROLLINS BROADCASTING, INC.
National Sales Mgr. Graeme Zimmer
New York Office: 565 Fifth Ave. EL 5-1515
Chicago: 6205 S. Cottage Crove Ave. NO 7-4124
SPO\M>K NEGRO ]->M E
17 SEPTEMBER 1956
KSAN
V%^**l^ FRANCISCO
delivers the Bay Area Negro Market on
EXTRA $1,000,000 in daily income to
COMPLETE your
KSAN „ Lii..i S. F. BAY AREA
and only
KSAN
has
^PROGRAMMING
coverage
Negro)
MERCHANDISING
• Movie Trailers
• Direct Mail
• Point of Purchase Displays
• Taxi Cabs
• Personality Endorsements
KSAN
^PERSONALITIES
(4 LEADING
NATIONAL
D.J.'s)
^PEOPLE
(The Listening Loyalty
of the Market . . .
See Pulse, April '56)
STUDIOS AND OFFICES
MArket 1-8171 • 1 1 1 1 Market Street • San Francisco, Calif.
FOR FREE
(Owner and Operator of KSAN-TV . . . Channel 32)
Capture this Rich EXTRA Market
brochure: write, wire, phone
Len Cinnamond, Manager
or
Stars National, Inc.
SPONSOR NECnO ISSUE • 17 SEPTEMBER 1956
1
THE NEGRO MARKET
NEGRO FAMILY spends mere for food than white family at same income
level. WCIN, Cincinnati's George White with shoppers at Kroger opening
NEGRO RADIO'S
MARKETING ROLE
BUYERS FIND NEW WAYS TO USE MASS
RADIO FOR THIS SPECIALIZED MARKET
POWER of Negro radio is in community relations. DJ
Theo Wade. WDIA, Memphis, help- crippled child into
school bus. Station supplies buses, helped found fir-t school
^%n increasing number of advertisers
are projecting their sales messages to
the Negro market via so-termed Negro
radio. And the biggest gain today is
among major national advertisers —
the companies which make products
with a general, mass appeal.
The\'re turning to Negro radio for
\er\ sc|icific reasons. It gets an audi-
ence, it convinces them, it sells them.
Radio inherent!) is the most massive
of the mass media because it reaches
into more homes than an) other meth-
od of communication.
Negro radio. specificall) designed to
Project editor: Jane Pinkerton
reach a market within a market, has a
dual-edged advantage which ad\ertisers
are recognizing with increasing fre-
quency— and added conviction. This
dual-edged and unique advantage:
being able to reach a segment of the
• This fifth annual sponsor report
on Vegro radio is the first to be pub-
lished as a .separate issue, reflecting
greatly increase// interest in \egro ra-
dio since sponsor first covered this
growing and vital market in its 1949
article "The forgotten 15 million."
mass audience with mass communica-
tion techniques.
Supplemental to this marketing
basic is the fact that radio offers a
warmth and a personality, via the
spoken word and its local performers,
which are of special importance to the
advertiser seeking a positive response
from a specialized audience.
Yet the Negro market is a paradox.
The reasons it is paradoxical arc 1 1 u •
same reasons wh) man) an advertiser
is confused as to how to advertise to
the Negro market, and how to use
Negro-appeal radio to sell his product.
SPONSOR M Mill ISS1 I.
17 SEP! EMB1 li 1956
KCOH
•»„.M30
ON KCCH
/ \ __
Home Exposition display of KCOH. Houston,
promotes sponsors and station to the public
The seeming inconsistency in analy-
-i- i.l' I In- Negro market boils down to
this: The Negro is different from the
white person . . . and yet he isn't. The
Negro market is a specialized market
. . . vet it's also a mass market. People
are people, and respond to the same
appeals and are driven by the same
motivations, regardless of their color.
\imI vet Negroes, hecause of their
unique experience as a minority group
must he approached in a tailor-made
kind oi way.
National advertisers, in the main,
are farther removed from the feeling
of the Negro community than most
regional and local accounts. Geogra-
phy and contact are the simple answer.
Advertisers, to reach and to sell the
massive Negro market, must know the
difference and the sameness of that
market and consider them carefully.
An increasing number of national
advertisers and, particularly, of gen-
eral product advertisers, are buying
radio to reach the Negro market. For
many years, the national accounts mak-
ing merchandise of obvious appeal to
Negroes have advertised consistently
and successfully via Negro-appeal ra-
dio. It's just in recent years that the
automobile manufacturers, the cigar-
ette companies, the general food prod-
ucts makers have started to make a
specific appeal to the most specialized
of mass markets — the 17 million Ne-
groes.
sponsor queried many representa-
tives of advertising agencies and client
companies, visiting executives along
Radio Row in New York City and
Chicago, where the buying power is
concentrated. Queried, too. were Ne-
gro marketing consultants, specialists
in their knowledge of the people in the
market and how advertisers can reach
them.
This report is a compendium of
what they had to say. Their counsel
primarily concerns two subjects. The
first — why the advertiser is missing a
bet in not advertising to the Negro.
The second — what the buyer of Negro
radio can keep in mind to make that
time and talent purchase most effective
in moving merchandise.
The Negro is different, but it isn t
his color which makes him that wax .
He's different because of his personal
experiences, his associations and his
psychology. All these factors influence
such marketing factors as buying mo-
tivation, brand loyalty and product
Radio is integrated into patterns of Negro community and its people
ksbt.Cd « n * S R D S I N G E R S .4,
SRO crowds go to Harlem's
Apollo for \\ \\ I.l. Y Y. show
Voters hi Texas pay their poll taxes to a collector in mo-
bile unit sent to Negro neighborhoods by KNOK, Fort Worth
~ a immti
■JH9
Sports curs, station wagon are senl out as mo-
bile units l'\ Mgr. Morse, KWBR, Oakland, Cal.
v
SPONSOR NEGRO ISSUE • 1. SEPTEMBER L956
\0 people attended 2nd
■ersary celebration
AM. Shreveport, La.
preference. They stein from the Ne-
gro's role as a member of a minority
group.
Only recently has the Negro gained
experience in economics, in the day-to-
day practice of barter and exchange,
is the way Leonard Evans puts it.
Evans, a consultant to agencies and
advertisers in Chicago, says this in-
experience encouraged "imitation" —
the process by which the naive Negro
bought the same items the white people
around him did.
"Manx national advertisers have en-
joyed these imitative sales without ad-
vertising," he says, but now "for the
first time the Negro is beginning to
exercise his freedom of choice." He's
learning about competitive brands of
the same basic quality, and he's buy-
ing them.
The Negro market can make the
margin of difference between top and
second position in any field, he asserts.
"A slight shift of only 50,000 Negroes
in the direction of Ford would have
made it the leader over Chevrolet. The
same is true for Budweiser and Schlitz
— and any other national advertiser,"
{Please turn to page 2(> I
$64,000 winner, spelling champion Gloria
iLockerman, headlines Baltimore event, WEBB
Negro populations of 25,000 and over
NEGRO
TOTAL
NEGRO
o/
/o
PROP. TO
AREA
POPULATION
POPULATION
NEGRO
TOTAL
Total 60 area*
58,998. 1 5 1
7,141,405
12.1
1 to 8
Over 300,000
New "\oik
12,91 1,994
1,013.12 1
7.9
1 to 13
New York Portion
9,555,943
820.227
8.6
1 to 12
New Jer-e\ Portion
'.. 156,051
193,197
5.8
1 to 17
Chicago
5,495364
186,598
10.7
1 to 10
Philadelphia
1,671,048
480.075
13.1
1 to 8
Detroit
3.016,197
357,800
11.9
1 to 10
\\ ashington
1.464,089
I ;:,757
23.1
1 to 4
200,000 to 299,999
Baltimore
1,337,373
265,415
19.8
1 to 5
Los Angeles
4,367,911
218,770
5.0
1 to 20
St. Lou i-
1,681.281
215,436
12.8
1 to 8
Birmingham
558,928
208,459
37.3
1 to 3
100,000 to 199,999
New Orleans
685,527
199,527
24.0
1 to 4
Memphis
482,393
180,002
37.3
1 to 3
Atlanta
671,797
165,591
24.6
1 to 4
Cleveland
1,465,511
152,118
10.4
1 to 10
Houston
806,701
149,286
18.5
1 to 5
San Francisco
2,240,767
147.223
6.6
1 to 12
Pittsburgh
2,213,236
136,285
6.2
1 to 15
Norfolk-Portsmouth
1 16,200
121,854
27.3
1 to 4
50,000 to 99,999
Cincinnati
904,402
95,059
10.5
1 to 10
Kansas City
814,357
87,483
10.7
1 to 10
Richmond
328.050
87,087
26.5
1 to 4
Dallas
614,799
82,922
13.5
1 to 8
Jacksom ille
304,029
81,648
26.9
1 to 1
Mobile
231,105
77,591
33.6
1 to 3
Charleston, S. C.
164,856
68,268
41.4
1 to 3
Shreveport
176,547
66.361
37.6
1 to 3
l.oiii-\ ille
576,900
66,265
11.5
1 to 10
Indianapolis
551,777
65.010
11.8
1 to 10
Miami
242,101
64,947
13.1
1 to 8
Nasln ille
321.758
64,381
20.1
1 to 5
Jackson
1 12.164
63,888
44.9
1 to 2
Montgomery
138,965
60,952
43.6
1 to 2
Savannah
151,481
58,450
38.6
1 to 3
Tampa-St. Petersburg
409,143
56,895
13.9
1 to 8
Vugusta, Ga.
162,013
55,824
24.6
1 to 3
Columbia, S. C.
170.5 1 1
55.544
31.1
1 to 3
Baton Rouge
158,236
52,262
33.1
1 to 3
Columbus, Ohio
503,410
51,636
10.3
1 to 10
Boston
2,369,986
51,568
2.2
1 to 46
( lolumbus, Ga.
142,565
50,462
35.4
1 to 3
25,000 to 49,999
Charlotte. N. C.
1 '17.052
49,923
25.3
1 to 1
Macon
135,043
48,219
35.7
1 to 3
Little Rock
196,685
47,131
24.0
1 to 4
Chattanooga
246.453
44,814
18.1
1 to 5
Buffalo
1.089.230
44,269
4.1
1 to 24
Beaumont-Port Arthur
195,083
44,122
22.6
1 to 5
Dayton
1 17.333
42,718
9.3
1 to 10
\\ inston-Salem
116.135
11,102
28.3
1 to 1
Raleigh
136.150
39,949
29.3
1 to 3
Fort Worth
361.253
39,674
11.0
1 to 10
( rreensboro-High I *■ > i n i
191,057
37,264
19.5
1 to 5
't oungsttrvv n
528.498
35,006
6.6
1 to 15
Durham, V C.
101.639
33,781
33.2
1 to 3
San Antonio
500.640
32,565
6.5
1 to 15
\\ ilmington, Del.
268.387
31,943
11.9
1 to 10
Greenville, S. C.
168,152
51.178
18.7
1 to 5
Charleston, W. \ a.
322.072
27.061
8.4
1 to 12
Toledo
395.55 1
26,500
6.7
1 to 15
Akron
410,032
26,379
(..1
1 to 15
km w ille
337,105
26,095
7.7
1 to 11
Oklahoma 1 irj
325,352
25.989
8.0
1 to 12
* Based on I . "v ( ensue
Bureau computal
ions, 1950
2
NEGRO RADIO STATUS REPORT
NEGRO RADIO
egroes — and Negro radio — have
been around a long time. They're
both getting closer scrutiny from mar-
keters and admen these days, however.
Seventeen million Negroes, with an
estimated annual income of $15 billion,
warrant a closer marketing appraisal.
And Negro radio, reaching most of
the people in this mass market in the
course of a week, is getting a much
closer advertising appraisal.
sponsor has tried i<» make this gen-
eral reappraisal of Negro radio a l>il
easier for advertising agents and for
clients. Il queried 710 radio stations
whu reported some l\|>e of Negro
programing earl) this year to spon-
sor"-. Buyers' Guide. The questions,
more than 50 in all. were answered in
time-consuming detail by 220 of these
radio stations carrying programing of
direcl appeal to Negroes.
Some "I the results of these ques-
tionnaires are detailed in the charl
which begins on page L5. Others will
be covered in this status report on
the size and scope "I Negro radio
toda) . I he specifics, in combination
w ith the generalizations, we hope w ill
serve as ardsticks i<> media men in
the measurement of Negro radio.
In both analyses, sponsor's editors
helieve generalizations, supported by
specifics, can provide an index to ad-
\ertiser buying and station selling.
These generalizations point to one
over-all conclusion: Negro Had in i-
far past the toddler stage. It's emerg-
ing from the nervous adolescent period
to one of calm maturity .
Here's the quantitative profile of
the 220 radio stations responding to
the six-page SPONSOR questionnaire.
Most of the stations broadcasting
Negro-appeal radio programing arc
independents. As the number of net-
work horns carried decreases, the num-
ber n| \cgro-appeal hours increases.
Station management seems to believe
that the more local the character and
the personality ol the station, the more
convincing the appeal ii> local groups.
Mam ol the station- report Full-time
Negro programing as much as L8
hours a daj everj da) of the week.
• Ithei s. i ombining programing "I \ ari-
ous communit) appeal-, will slot as
litlle as one houi weekl) .
Negro stations range in powei From
250 watt to 50 kw. with the balance
ADOLESCENT
HEADING FOR MATURITY
OF EXPANDING NEGRO MARKET AND ITS NEED FOR SERVICE
concentrated in the 250 watt and 1 kw
group. Some 49% of the outlets re-
sponding are 1 kw; 31%, 250 watt:
11%, 5 kw: 4%, 10 kw. and 2',.
50 kw.
The average Negro-appeal station
carries 109 hours of programing
weekly, of which 31.5 hours — or 2<">' .
— is directed toward the Negro audi-
ence. Of those stations reporting on
the number of Negro-appeal hours
which were sponsored, the average
was 24 hours.
Most of these stations, as strong
local operations independent of net-
work affiliation, report the bulk of
their sales lo local accounts. Averages,
again: analysis of those stations re-
porting on local, regional and national
advertisers shows the typical station
carries 77'/ of its business from local
advertisers, 10' < from regional ac-
count- and 1 3' ( from national ac-
counts. The range, ol c use. shows
I real variation. Mam ol these Negro-
appeal station- are sold 100' < to local
advertisers. Others, particularlv those
wilh more power and a strongei signal
'caching into a greater coverage area,
will have a proportion which shows
-ro\-oit \ i CRO i--i i
-I I'll vim li
956
Local personalities are key to Negro audience gains
I
Jockey in action al WGES, I hicago,
i- Richard S tarns on his Open Door
-firo broadcast hours weekly at
I\ Phila.. i- Kae William-' stint
SCRIMS MEET CI I IELENGE
i
Brother J<><- \hn. Wink \|, m-
phis, gives c ;ei i for full house
Karolyn, with Kitchen < lub on WOKJ,
ink -cui, Miss., outpulls Godfrey show
1480 K
50% of the business originating
nationally.
The most popular type of program-
ing in the Negro community is the
disk jockey show, or some variation
of it. Music is an important part of
Negro life, and in many instances it
lakes the form of Negro spirituals or
religious music programs. In almost
all cases, however, Negro-appeal pro-
graming features a personality who has
a strong identification with listeners.
This pattern of using a popular
personality extends to all types of
programing — news, homemaking, vari-
(f\. chatter. The Negro responds to
the appeal of a local personality even
more direct 1\ and more intensively
than does the white audience. Mar-
keters use a variety of words to de-
scribe this — empathy, rapport, s\ m-
pathy, identification. The advertising
concept of strong identification is
nothing new. But the depth and type
of response. lo\alt\ and identification
seen among Negro listeners is unique.
Qualitative areas: It's when you get
into these areas — of personality, of
responsive patterns that the emphasis
and the analysis shifts from the quan-
titative to the qualitative.
There s no disputing the facts that
i 1 l there are some 17 million Negroes,
1 2 1 that about 95% of them have
radios. I 3 i that most of them listen
to radio at one time or another and
that (4) many advertisers are now
trying to sell their goods and services
to this particular market. The two
plus two equals four is easy to figure.
After this premise, however, come
such questions as:
Why do Negroes listen? Why do
they buy — or not buy? How do you
reach them? How do you know they
i epresent an important sales target in
a given community? How much
money do they have to spend?
Onl\ generalizations will serve here.
l.ach market differs, as does each radio
station and each listener.
Here are some of the over-all trends
in Negro radio which SPONSOR has
found predominant in its study of the
medium.
Negro-appeal radio stations are de-
veloping their own personalities.
It's old hat that people respond to
that with which they associate them-
selves. But it's a newer hat among
main radio stations which want to
reach particular segments of their
total listening audience or which want
to concentrate on only one segment.
Ernie Tannen, v.p. and general man-
ager of WILY, Pittsburgh, puts it this
way :
"One of the greatest weaknesses on
radio today is the anomymity of most
stations. Everybody is going music
and news, yet the music is the same
and the news is the same on most
stations. As a result, many stations
are tuned in — but few are listened to.
"But this is certainly not the case
in Negro radio. I have suggested to
one of the major rating services that
they attempt to measure the degree of
listening intensity. Thev told me this
was impractical, though I don't think
it is."
The type of listening intensity, and
personal identification which means
audience and sales is epitomized b\
the acknowledged pace-setter in Nclmo
radio. W'DIA, Memphis. Since 1948,
\\ 1)1 \ has broadcast a full schedule
i<> and for Negroes <ml\. It hires onh
Negro talent, including announcers and
SPONSOR NEGRO Is- 1 E
17 SEPTEMBER 1956
/ aster parade in Baltimore, with
fashion contest, was V vl I >
Fans greet Hopp) \<l;im-. \\ \\N, An-
napolis, at site <d Carrs Beach remote
r ^r
'ffl
KW
M^s<
V
y
•* 1
B'k
!
1 I
Hoy Scouts cite Hilda Simms, Ladies l>m com-
mentator, WOV, N. Y., for Harlem fund effort
disk jockeys as well as live and re-
corded vocal and instrumental soloists.
quartets, groups and hands.
\- an example of its tune-in: A
typical Pulse surve) shows the station
with 69 firsts, two seconds and •
fourth out ot a total of 72 quarter-
hours from 6 a.m. to midnight, re-
ports Manager licit Ferguson. He see*
thi- tune-in as a direct result of the
station having developed its own local
personality. It has hecome a part of
the local Negro community, and to
gain this position a- well as to en-
hance it \\ I ) I \ sponsors Little
League haschall team, a Negro Mnrdi
Gras ami man) other communitj
events which improve the li\es of it>
Negro listening audience.
I erguson reports on a typical \\ l>l \
Goodwill project, and its outcome.
"' \ little ci ippled girl wenl to school
for the first time in her life last Sep-
tember. She was retii ing, sh) . had no
' nnlidence In her ahilil) . and little
reason for optimism aboul the future.
After being cai t ied into the \\ I >l \
Goodwill bus b) one ..I our air per-
sonalities four times a da) Eoi several
weeks loi the ride to school and hack.
she was a completel) different young
lad) with a bright smile, a warmth
l"i people and u ith a glow of optimism
which had been nowhere in evidence
I" fore. Picture for a moment the
mother of that child, mutipl) that b)
do/ens ol others also effected l>\ this
program and you will have some con-
ception of the tremendous impact all
this has had."
Despite its dominance in the total
Memphis radio market. \\ 1)1 A attracts
an estimated 90 Negroes in every 100
listerners. At any given time, some
200 accounts use the station's facilities.
of which 45% represent national busi-
ness, 45'-. local and 10%, regional.
Have JSegro programing: The
amount of Negro-appeal programing
is on the rise.
Most stations report the number of
hours in which they program to Ne-
groes is steady or increasing.
If it's steady, the biggest reason i-
because schedules are alread) filled!
It such programing is increasing it's
because station management realizes
the potential of the Negro market and
is servicing it in response to advertiser
interest.
\\ \<>K. Baton Rouge. I .a. reports
that in I').").'; and 1T>1 its programing
was 50'; hillbilly and 5u-, Negro,
whereas toda\ the balance is 85^5
Negro and IV, hillbilly. Some '>'>',
of its programing is disk jockev. and
75 ol its 00 weekl\ broadcast hour- are
directed to the Negro audience.
Programing at KPRS, Kansas City,
Mo., tvpifies the schedule which re-
mains "ii a stead) plateau. The rea-
son: the daytime onl) station has a
limited number of hour- in which to
program. ^ et it's a 100' < \egio-
appeal station for the 84 hours it is
on the air ever) week. Its manager
Edward II. Pate, report- the cit) is
becoming integrated.
And he characterizes the Negro
communitv in all parts of the countn :
"A\ hat was last year is not true today."
The Negro market is an ever-changing
one.
Jack R. Howard, commercial man-
ager of KGKO, Dallas, agrees. "We
are completel) satisfied with our Ne-
gro programing. Not onl) i- it profit-
able and glowing, but it is an easil)
handled program requiring none of
the vast preparation one sometimes
encounters in regular programing."
He cites the power of a local Negro
personality, who can have the abilit)
"to clow n with the host but still main-
tain the dignit) thai the Negro audi-
ence in our area prefers."
Music hits the jackpot among Nej ro
listeners.
Typical ol all-Negro-appeal stations
i- WJLD, Birmingham, Ma., which
emphasizes music programing. It's
. t\ pical. howe\ er. in that its entire
schedule of 132 hour- weekl\ is Negro
programing and {,l ' - of this pro-
graming involves some kind of music.
Some In' , of its program schedule
featuresa disk jocke) -pinning rhythm-
and-blues and popular music; 1 7' <
present- a di-k jocke) in spiritual and
i Please turn to page 29 i
-ro\-oU M i.ini ls-1 I
17 SEPTEMBER I '>.")(>
NEW STUDY: Dick Allen, 1, sis. dev. mgr., John E. Pearson Co.. preview- Negro market survey before. 1 to r, Owner
John Pearson; Herb Stott, med. dir.. Harry B. Cohen agency, N.Y.C.; Bob Kelly, Cohen t.b.; R. F. Henze Jr.. JEPCO v.p.
3
SELLING TREND
SIGNPOST ON ROAD TO MATURITY
NEWEST MOVE IN THE RADIO INDUSTRY TOWARD COLLECTION OE BASIC
MARKET DATA EOR BUYERS IS MADE BY PEARSON STATION REP FIRM
I he buying and selling techniques
of Negro radio are maturing as the
Negro market itself matures. Buyers
and sellers are becoming more profes-
sional, and their work is more interre-
lated as they comprehend the growth
and the stature of the market which
encompasses 17 million Americans.
One of the more overt manifesta-
tions of this maturity is the surging in-
terest in market data. Radio station
management people, station represen-
tatives, agency personnel and clients —
all are more conscious of the need for
market data. They're hungry for it.
One of the biggest — and most re-
cent moves— in the direction of ap-
peasing this marketing hunger is being
taken by the John E. Pearson Co. sta-
tion representative firm. Under the
direction of Pearson at New York
headquarters, the firm is launching two
Negro-radio projects which will feed
market-hungry buyers.
First, it is completing an all-encom-
passing presentation of the national
Negro market, with specific county-by-
county data. Second, it is readying
a package sales plan by which the 13
Negro-appeal radio stations represented
by JEPCO will be purchased by a na-
tional advertiser with one contract.
The one buy, says Pearson, would
gain a potential audience of 43.7% of
the Negro population.
The over-all presentation provides
measurement of the Negro market and,
bv indirection, measurement of a large
portion of Negro radio. This study is
based on research compiled hv Sam
Fitzsimmons, a New York consultant
on the Negro market.
It will he shown to advertising agen-
cies and advertisers, and the informa-
tion from it will be available to agenc)
and client executives without charge.
The basic Negro market data includes
the following:
1. A U.S. countv outline map show-
ing the Negro population in counties
with 500 or more Negroes.
2. An overlay map showing the top
52 retail trading area- in term- of
Negro population.
3. Overlay map showing the cover-
age of the 13 JEPCO Negro station-.
\ Please turn to page 41)
SPONSOR NKC.RO ISSUE
17 -l .i-i iMiiKH 1956
4
NATIONAL AND REGIONAL CASE HISTORIES
HOW NATIONAL
CLIENTS USE NEGRO RADIO
EVER-WIDENING RANGE OE NATION 4 L ADVERTISERS IS BUYING
RADIO TAILOR-MADE TO THEIR NEGRO MARKET NEEDS
sponsor iiill.fi/ uiili agency and client
people in the nation's two biggest buy-
ing centers, New York and Chicago, to
I'm (I out why they use Negro-appeal ra-
dio- and how they use it. The follow-
ing summaries present the contrasting
radio advertising techniques of soft
and hard goods, small and large, manu-
facturers, general and specialized-
appeal items. All hare one goal: to
sell merchandise to members of the
Negro community via radio.
Food product: Quaker Oats, Chica-
go, for its Aunt Jemima Family Flour,
ha~ purchased Negro-appeal radio for
more than five years — and every year
its advertising appropriation has been
increased. Today, Clinton E. Frank
agency, Chicago, which services the
\iint Jemima account, buys announce-
menl schedules in 35 markets, an in-
crease from the 2") carried last year.
lark L. Matthews, media director of
the agency, explains the buying phi-
losoph) this ua\ :
"Negroes consume about twice as
much Hour as do whites. Why? For
one thing, ii - economical, ami it's less
"I ,in investment for them to make
I heir own biscuits than to use a pre-
d mix. Negroes, generally, eat
more Btarches and in a varietj of
forms than whiles do.
"\\ e use local personalities, because
local performers are even more im-
portanl to Negroes than to whites.
[Tiese local personalities have more
influence, proportionately, among
most members of a minority group.
Some of the Quaker Oats principles
for buying Negro market radio:
• Buy in "sufficient quantity." in this
case a combination of five- to 15-
minute programs supplemented h\ an-
nouncements.
• Concentrate the advertising em-
phasis on Thursday and Friday before
weekend shopping.
o Maintain 52-weck schedules on all
stations, and add stations for the
heavy season from September through
March.
• Buy daytime radio, preferably
early-morning, because in one out of
three Negro families both the hu-baml
and the wife Avork.
• Use a copy platform rather than "a
cold, hard script" so that the personali-
i\ can adopt the outline to hi*- o\a n "in-
imitable style."
• Use an on-the-air signature, which
in Quaker Oats' case is an original
jingle with colored audience appeal.
This is used in conjunction with all
announcements and programs to iden-
tify the flour.
Insistent on buying in sufficient
quantity, Matthews says "if we don't
have enough money to buy good sched-
ules in three markets, we put all the
money in one market."
Most "I Quaker Oats' five-, 10- and
15-minute program segments are
spotted in gospel or spiritual pro-
grams. "They are the most productive
for us," -a\- Matthews. "Rock-and-
roll isn't g I for a flour product be-
cause it tends to attract a lot of teen-
agers. That s the same reason Ave don't
buy nighttime. These music shoAvs at
night pull a big audience, but it's com-
posed of too many kids. In addition,
women just aren't flour-minded at
nighttime!
"All in all, we avoid a lot of pat
rules. We moA'e with the market, and
with the local need. Our jingle, for
example, which might be described as
a sort of spiritual rock-and-roll num-
ber, is fabulous! It comes in 30- and
60-second variations. \\ e'll use it alone
or in combination with a live an-
nouncement by a personality on our
shows."
Coffee: Thomas J. Webb Coffee, a
regional account headquartering in
Chicago and serviced 1>\ the Arthur
Meyerhoff agenCA there, concentrates
most of its advertising in the greater
Chicago metropolitan area.
It has used Negro radio since early
ibis \ear. \- a result ol ii- intensive
saturation announcement schedules in
Chicago, it is doubling it- Negro radio
advertising appropriation this fall. The
schedule: a total of 111 minute com-
denial- weekh on -i\ stations. \\ \l I.
\\ \ \F. WGES, WOPA, \\ BEE and
WSB( . with provision for dealer men-
tions.
The radio schedule is backed up
with special in-store demonstrations in
such k<\ chains as Sears. Roebuck and
Co.'s retail food stores, the Hilhnan
i I 'lease turn to page 42)
10
SPONSOR NEGRO ISSUE
17 -l l'l EMBER 1956
Tat RON i z e
uimRV
A pyERTlSEH.
••"""
Hundred* of national and regional accounts are investing heavilj in Megro-appeal
radio. Represented in pictures .it I. from the top Winston ci buys Ed Cook,
"Nassau Daddy" at WLOU, Louisville. Pel Milk gets a WDAS, Philadelphia display and
lots cil traffic at booth manned bj top station personality. Advertisers on \\l»l\. Memphis,
•ir( product exposure before 75,000 people everj yeaj who watch stage event such as talent
-•.mil roiiii-i. I' lotion Imp. .-i ^oes i" WMId. New Orleans, sponsors with prominent
listings in booth at Ne^ro Statr hail See partial list ol Negi arkel
National-regional accounts on Negro radio
A &. P
Act-On
Adam Hats
Admiral
Alaga Syrup
Alfaeze
All
Almond Joy
Amco Fence
Amtrican Beer
Atmrican Express
American Income Insurance
American Meat Institute
American Sheep Producers
American Snuff
Anacin
AntUr Brand Salmon
Apex Hair Products
Aqua F ilter
Arrow 77
Artra Skin Tone Cream
Ashley Sewing Machine
Aunt Jemima Flour
Bacco Wine
Bake Rite Shortening
Barkers Life &. Casualty
Bardahl
Bardenheir Wine
Barton's Dyanshine
Bathritis
Bayer Aspirin
B. C Remedy
Bell Telephone
Bendix
Bef Mor Cured Meats
Big Seven Cold Remedy
Birdseye Frozen Foods
Blue Bonnet Margarine
Blue Jay
Bo:-,d Bread
Borden
Braumeister Beer
Brtast O'Chicken Tuna
Brew 102
Broadway Packing Co.
Bruce Wax and Polish
Bruton Snuff
Bubble-Up
Budweiser
Buick
Burger Beer
Busch Lager
Cadillac
Calo Dog Food
Caloric
Calotabs
Calumet Baking Powder
Camel Cigarettes
Cameo Starch
Ca n ad a D ry
Cannon Products
Carling's Beer
Carnation Milk
Carters Little Liver Pills
Castoria
Cavalier
Certo
Champale
Charles Antell
Charter Finance Co.
Chase &. Sanborn Coffee
Cheer
Chesterfield
Chevrolet
Chevy Ala Beer
Chicago Metropolitan Insurance
China Doll Products
Chooz
Cloverleaf Milk
Coca-Cola
Coleman Finance Co.
Colgate Dental Cream
Colonial Bread
Contariina
Continental Trailways
Copeland Sausage
Country Club Beer
Crawford Clothes
Creomulsion
Cre-ozets
Cresyl 110 Gasoline
Crisco
Crosley
Dazzle Bleach
(I -Con
Deep Magic
Dil Mist
Dixie Beer
Doanes Pills
Domino Sugar
Dr. Caldwell's Laxative
Dr. Pepper
Dr. Pierce's Golden Med. Disc.
Dodge Dealers
Donovan Coffee
Double-Cola
Dulany Frozen Foods
Ebony Magazine
Edelweiss
Erskines Triple A
Esso Standard Oil
Ex-Lax
Fa (staff Beer
Farm Crest Bakeries
Faultless Starch
Feenamint
Firestone Products
Florsheim Shoes
Flor De Melba Cigars
Fluffo
•Reported by radio stations as a cross
Fclger's Coffee
Ford Dealers
4-Way Co!d Tablets
Frankenmuth Beer and Ale
F rosty M or n M eats
Full-O-Pep Foods
Garrett Snuff
Gillette
Gladiola Biscuits
Gloss 8
Godchaux Sugar
Gocbel Beer
Goetz Country Club Malt Liquor
Gold Medal Flour
Good Luck Margarine
Grand Prize Beer
Greenwood Packing Co.
Grotz Beer
Griesedieck Beer
Gulf Oil
Gunther Beer
Hadacol
Halo
Happyvale Flour
Hebrew National Wine
Heet
Heinz Baby Food
Hills Brothers Coffee
H ires
Holsum Sunbeam Bread
Hoyt Sullivan's Hair Products
H uber's Bread
Hubig Pies
Hudepohl Beer
Hunt's Foods
Ice Follies
Illinois Bell Telphone
Independnt Insurance
Instant Sanka
International Harvester
Italian Lines
Italian Swiss
Japaco Meat Products
Jarrels
Javar Coffee
Jax Beer
Jell 0
Jewel Shortening
Jitney Jungle
J & J Back Plasters
Johnson &, Johnson
Kellogg Corn Flakes
K & K Tonic
Karo Syrup
Kilpatrick's Bread
Kool-Aid
Kraft Mayonnise
Krey Packing
Kroger Stores
L & M
Ladco Syrup
Ladies' Home Journal
Lance Inc.
Lanolin Plus
Larieuse Hair Coloring
Lava Soap
Life Magazine
Lightcrust Flour
Lincoln-Mercury
Log Cabin Syrup
Lone Star Beer
Lucky Lager Beer
Lucky Strike
Lydia Pinkham
Luz(anne Coffee
Madera Wine
Maine Sardines
Mama's Cookies
Mann's Potato Chips
Manischewitz Wine
Margo Wines
Mason Root Beer
Maxwell House Coffee
M edl g urn
Mercury Gasoline
Mid Florida Gas
Midwest Milk
Miller High Life
Monarch Sewing Machine
Mounds
Mrs. Filbert's Margarine
Muntz Television
Muriel Cigars
Murine
Nadinola Bleaching Cream
National Bohemian Beer
Nehi
Nesbitt Orange
Nescafe
New York Telephone Co.
North Carolina Mutual Insurance
Nu- Maid Margarine
Nu-Soft
Obelisk Flour
O'Connor Coffee
Octagon Detcrqt nt
Old Gold
Old Judge Ice Tea
Omega Flour
Oregon Fruit Growers
Ot rtel's 92 Beer
P & R Macaroni
Pabst Beer
Packard Dealers
Pal Blades
Pall Mall
Pal mor' a Skin Success
Pamper Shampoo
Pan Am Gas and Oil
section of account*
Paper Mate
Pr.rker House Sausage
Parks Sausage
Patrick Henry Ale
Pearl Beer
Pepsi Cola
Pepto-Bismol
Perkerson's Flour
Pet Milk
Peter Paul
Petri Wine
Petrolane Gas
Philalelphia Coke
Phllco
Phillip Morris
Phillips Petroleum
Plymouth Dealers
Plymouth Mutual Insurance
Pontiac
Powerhouse Candy Bars
Premium Saltine Crackers
Pride of Illinois Corn
Prince Albert
Purex Bleach
Pyro Anti-Freeze
Pyrofax
Quaker Oats
Quality Clothes
Quick Elastic Starch
Ralston Purina
Reader's Digest
Real-Kill Insect Spray
Red Cross Beans
Red Cross Macaroni
Reddi-Wip
Red Star Flour
Regal Beer
Regal Shoes
Regent Rice
Rem
Rheingold Beer
Rinso
Robin Hood Flour
Roller Champion Flour
Roma Wine
Royal Crown Cosmetics
Royal Finance
Rybutol
SSS Tonic
Safeway Food Stores
Salem Cigarettes
Sal Hepatica
Schaefer Beer
Schaeffer's Bread
Schlitz Beer
Scott's Emulsion
Seaboard Finance
Seven-Eleven Stores
S«ven-Up
Shell Oil
Silver Dust
Sinclair Refining
666 Cold Remedy
666 Malaria Remedy
Slim Magic
Snow's Clam Chowder
Southern Bell Telephone
Spearman Beer
Squirt
SSS Tonic
Stag Beer
Staley's Sta Puff
Staley Starch
Stan back
Star Gasoline
Star Kist Tuna
Starling Meat Products
Star Provision Packers
Stroh's Beer
Sulfur-8
Sunbeam Bread
Sunkist Growers
Super Suds
Sure Jell
Swamp Root
Sweet Peach Snuff
Swift's Jewel Shortening
Tangee Lipstick
Tappan Gas Ranges
Taystee Bread
Tetley Tea
Tide
Tip Top Bread
Thorn McAn Shoes
Thomas Bon Ton Weiners
Top Snuff
Top Value Trading Stamps
Trop-artic Motor Oil
Tube Rose Snuff
20 Grand Ale
Vaseline Hair Tonic
Vaseline Petroleum Jelly
Viv Lipstick
Webb Coffee
Western Auto
Westinghouse
White Cross
White Lily Flour
White Shield Insurance
Whit.' Tulip Flour
Wildroot
Wilen Wine
Wilson Milk
Winston
Wish Bone Salad Dressing
Wonder Bread
Wrigley's Spearmint
Zippy Liquid Starch
11
5
LOCAL CASE HISTORIES
PROOF OF
PERFORMANCE
LOCAL-LEVEL
FULL GAMUT OF ADVERTISERS SCORES LOCAL SALES SUCCESSES
WITH PURCHASE OF NEGRO-APPEAL RADIO SCHEDULES
Bradford Tire's Art (waul, left, checks Jax beer buys Tony Davis, K(.K(t. Dallas, Line-up for Di-i -mint- Inc. sale event
copy points with WAOK, Atlanta, DJs who holds Ph. I), degree in humanities resulted from WILY, Pittsburgh, schedule
Whethei it's selling slacks, furniture
or cosmetics, radio at the local level
reaches the Negro market and sells
them. SPONSOR has collected a cross-
section of case history reports which
typify the impact and effectiveness of
\egro-appeal radio advertising. These
reports cover many types o) products
and services in all price ranges. They
point to one conclusion : whether it's
n national spot account or a lot til-level
business firm, there's impact at the
point of purchase.
Slacks: \ baseball game broadcast
sold 76 pairs ol slacks for Rex the
Tailor in Houston. The Oianl-Dodgcr
■ as .unci on 1 [ouston station
k(!Oll at the beginning of summer,
will] Rex commercials spotted at each
half-inning. In response to its radio
special on slacks, Rex received 150
phone calls. Over 50% became sales.
Jewelry: Analysis of its advertising
costs over a four-month period has
convinced Hurst's Diamond Shop.
Kansas ('il\. ot the effectiveness of lo-
cal station KPRS. Said Alvin Hurst:
"Our sales records show that KPRS
advertising has broughl in more new
customers than all olhei media we use.
Percentage-wise, our cost of advertis-
ing has fallen from ll'.V, to 5.2%.
Dollar-wise, not onl) has our cost de-
creased, hut our sales volume has in-
creased steadily. In all the years we
have been in business, our advertising
dollar has never done so much for us."
Autos: After a local automobile deal-
er tested k\()k. it reported the fol-
lowing results from the It. Worth-
Dallas station: Usually, Porter Pontiac
sold two cars per month with its
standard ad schedule. However, with
the addition of a regular announce-
ment scheduled on KNOK. nine ears
were sold the first month to Negroes.
Sex en were the expensive Slat Chiefs.
Apparel: four one-minule Sundax
announcement- resulted in more than
$1,000 in -ales of church choir robes
and suits. Sponsor was Solomon's,
Inc.. of Baltimore. Vgencj was (ins
VI
s|'o\soll Ml. lio ISM I
1 7 si pi i MBER 1956
Berle, which placed the schedule on
Annapolis outlet W AW. In speaking
of results. Berle sa\s: "Our client.
Solomon's, using WANN with a mod-
erate spot schedule, has consistently
pulled inquiries and sales from Balti-
more. Annapolis and the Kastern shore
of Maryland. In one week, Solomon's
recorded more than $1,000 in sales on
clerical garments, choir robes and
suits — nearly half of the total men's
wear volume for that week.''
Tires: Bradford Tire Co., a Seiberling
tire dealer in Atlanta, Ga., had been
using standard copy supplied by Sei-
berling in its radio appeal to the Ne-
gro market. Sales had been steady,
but W \Ok. Atlanta, felt they could be
lured the station's two Negro disk
jockeys. As a direct result of the
drive, General Wholesale experienced
what the client calls a "huge success,"
selling "thousands of cases" at an ad-
vertising cost of only five cents per
case of beer.
Insurance: Over one weekend, Full
Coverage Insurance Co., of Birming-
ham. Ala., ran an announcement pro-
motion to increase its policy writing.
Station was WBCO, Bessemer, Ala.
Don R. Orr. of Full Coverage, reports
these results: "During a three-day pe-
riod, as a direct result of this adver-
tising on WBCO, using no other ad-
vertising media, we wrote over 100
policies, and more come in every day."
Sales had "alwav- been good. How-
ever, after a copy change, C. Howard
\llison of O.K. said: "We had the besl
Saturday and Mondaj business we
ever had. We have had customers
whom we have never seen before drive
in for tire recapping and new tires.
Some of these folks came from other
counties as a direct result of the an-
nouncements." This was the company's
only advertising.
Farm: In 1052. a young man from
Arkansas walked into WDIA, Mem-
phis, with a product called Cotton
Ticker's Friend — a preparation for use
on the hands to reduce damage to the
fingers and to make cotton picking
easier. It was a seasonal product.
Moon Pies go to Sid Wood fans at WMFS,
Chattanooga picnic and fish fry for listeners
Lincoln-Mercury dealer in Miami Beach
signs for Mr. Butterball, 260%-lb WMI'.M -tai
Grand Prize beer brings alls from Ray
'Diggie-Doo' Meaders, WXOK, Baton Rouge
higher. Cooperating with the com-
pany, station staffers devised a tailor-
made jingle for a new type campaign.
Copy utilized direct selling know-how
with past experience in radio pull. The
first month of the jingle saw sales rise
by $4,000 — directly attributable by the
client to the commercials. In the first
1 5 days of the second month, "dog
days for most tire companies," radio's
direct leads resulted in a sales increase
of $4,300.
Beer: To introduce its Goldcrest 51
Beer to the Augusta, Ga.. Negro mar-
ket. General Wholesale Company Dis-
tributors placed two programs and
eight announcements on WAFG.
Shows were 15 minutes each and fea-
Hair preparation: To introduce its
new hair preparation to the Negro
market. Hoyt Sullivan Products chose
one means of advertising: a 15-minute
evening program on WBML, Macon,
Ga. Show was aired at 8 p.m. Mon-
day through Friday, under the title,
Songs of Faith. Said one variety store
proprietor in the area: "Hoyt Sullivan
Products has been the fastest moving
product I've ever put in my store."
The client continues to use the station
as only ad vehicle in the market.
Tires: Change of copy once again
proved a sales booster for a company.
O.K. Rubber Welders, Charlotte, had
been running multiple spot announce-
ments dailv on W'CGC, Belmont. N. C.
The first year, he spent only $100 for
advertising on the station. The next
fall he returned with a $150 budget,
stating he was using some smaller ra-
dio stations as well. The third year,
he spent S225 for W DIA advertising.
In 1955, he spent $350 on the Mem-
phi- outlet exclusively. And recentlv.
he was back with a 1956 budget of
$500 b»r the one station. He reported
that even though he employs no sales-
man, he had gained distribution where
he hadn't expected it.
Cleaners: One Hour Cleaners, ot
Charlotte, N. C, had been running in
the red for a \ear. Owner Bill \n-
derson had used a limited schedule of
two announcements per week
per
on
SPONSOR NEGRO ISSUE
17 SEPTEMBER 1956
13
WGIV, Charlotte, during this time.
Last spring, Vnderson decided to tr\
"all-or-nothing" and increase his an-
nouncements. He upped the schedule
to 28 commercials weekly, l<) <>f which
were aired on Sundaj morning. With-
in four week-. In- had paid off $5,000
in hack hills and for the first time in
five years, One Hour Cleaners was
operating in the black. Anderson has
maintained a weekl) 28-announcemeni
schedule, lie uses no other advertising.
Furniture: In writing to station
WII VI. Arnold Horn of Familj Fur-
niture Co., Philadelphia, said: "Our
accountants have recently analyzed our
advertising expenditures and have sub-
mitted ih<- following information: Our
Coronet convert ;i bed gets showroom test
lis John Hardy, k-\\. San Fran., performei
contract with \\II\T was for a total
expenditure ol $609, covering a period
-I -r\ I'm weeks to ach ertise I !aloi ic
ranges. We based the a\eragesale
ii §225 per range. We -old 1 22 gas
es. which resolved itself in the
following breakdown: for e\ery $1
spent, the yield was $45.07 in sales.
I mi the $609 there was a total sales
\ olume of v27. 150, or an advertising
i osl of .022 ol sales."
Lumber: \- a result "I a last-minute
radio cop) change, lu telephone 'all-
were received l>\ \l. Lifshei & Son's,
ol Pittsburgh. I he announcement,
aired on \\ II A follow ing a Frida)
morning storm, bypassed the standard
theme, with the announcer highlighl
inn the storm repair service offered by
\1. Lifsher. S. Lawrence Rothman of
Lifsher's agenc\. Rothman & Gibbons,
lad this to sa\ : "Our client received
over 40 telephone calls. We couldn't
I ossibly ask more than that."
Hats: Mm Bonart, a store specializing
in uniforms for servicemen, had been
airing announcements on \\ M I! ^ . \ew
Orleans, for several weeks. Harr\
Lopp, company liquidator, comment-
ing on the radios success, added:
"This past weekend, the unhelievable
occurred. L'sing 10 announcements
"-unda\ and 10 on Monday, we sold
<">(>,'! hats in less than three days. This
is what 1 call an amazing result."
Automotive: A Bennettsville, S. C,
storeowner reports that his business
I is tripled since he began using radio
consistently 18 months ago. The Tire
Co., a Goodyear franchise store han-
dling appliances, power tools, toys and
automobile accessories, uses a niin-
munt of two announcements nightlj
-i\ nights a week on WBSC. In spring
- 1 r i « I fall, when income i- highest, the
Tire Co. buys an additional L5 minutes
of time on Frida) S.
Magazine: Ebony \1aga/ine has been
successful in garnering subscriptions
through many radio stations, three of
which are WEBB, Baltimore; WJLD,
Birmingham, Ala., and KATZ, St.
Louis, Mo. Allan Marin & Associates
is agency for the national publication.
In the words of Mian Marin: "Ebony
is now on 83 stations all over the
I niled States. Orders are being pro-
duced by these stations at the rate of
'.2oo to L,500 a day, which is a phe-
nomenal return, particularly during
the summer months.
In the campaign, \\ EBB has been
airing 36 announcements pel week at
S189. The schedule has produced an
a\erage of 2~>0 order- per week for
five-month subscription-, representing
a 1,000-famil) increase in subscribers
since initiation of the campaign in the
Baltimore area.
\t the same lime. \\ .11.1) has pro-
duced 2.212 orders for Ebon) at $1.00
i ach. I he-e sales cover a 2 l-da\ peri-
od in the Birmingham market.
\ml in the St. I lOuis Negi o mai ket.
Ebony has increased circulation more
than .''>.'!..'>', h\ using a saturation an-
nouncement schedule on K \TZ. In
10 week-, the station ha- produced
1,568 orders.
Fish: When Cannarella Fish Market.
"I Columbia. S. C, ran a series of
announcements on WOIC of that city,
it expected to move about 100 pounds
of fish. However, l\. E. Floyd, owner
of the market, reports that 600 pounds
of fish went to 400 waiting customers
the morning of the announcements.
Says Floyd: "Not onl) did our sales
increase, but we gained new customers
as well."
Furniture: O'Neil-Helnrj Furniture,
of Miami, purchased a schedule of 10
announcements per week on \\ MIL of
the same city. No other media were
used. At the end of a year, the com-
pany found that the radio commercial
lineup had produced a sales increase
of almost 20', .
Autos: In 1953, Fair Lincoln Mer-
cury, Newark, was one of the lii-t
automobile dealers to sign on local
outlet WN.II! to sell car- to Negroes.
Farr never before bad ad\ertised via
any Negro-appeal media. Beginning
with a relativeh small announcement
schedule, the firm immediately got re-
sults. B\ L956, Farr was sponsoring a
15-minute program on the station and
i- -upplementing this schedule through
newspaper advertising.
Snuff: W hen Brown & W illiainson To-
bacco Corp. began advertising Tube
Rose Snuff via KVRC, Arkadelphia,
Ark., a competitive brand of snuff had
a 90' < share of total sales locally.
Tube Hose and 13 other brands com-
peted for the remaining 10% of the
market. That was four years ago.
Since then, using a schedule of seven
announcements per week in the morn-
ing. Tube Rose has gained more than
.id' , of area sale-, according to to-
bacco dealers.
Hosiery: 1 -ing 20 station-break an-
nouncements o\ei a thrce-da\ period.
II. L. Green Co.. Columbia. S. C, sold
1,614 pairs ol n\ Ion hose. I he sole
advertising was local outlet WOIC.
Average volume when other media
(newspaper, window display) had been
used was Win pairs ol hose in a cor-
i esponding lime period. I he radio
advertising was in the nature ol a tesl
and the -ale item was placed on an in-
■ on-pii imii- counter in the store.
Shoes: l*o increase sales ol it- line
of women- -hoes. Cinderella Shoe
Mori' placed an announcement sched-
i Please turn i<< page 46 i
II
SPONSOR M '-no ISSUE
17 SEPTEMBER 1956
KEY FACTS 220 NEGRO RADIO STATIONS
State
Programing, sales,
Negro issue surve\
Call
letters City
other highlight
'. Stations sur
station
No. air hrs. No hr*
per wk. N. it prog.
facts about stations
vexed included entii
s shown on page 22
Types of shows aired, as % of total
replyi
e list
■a
ss
z ^
.-
of
rig
to SPONSi
7<>i> Neg
, billing local,
onal or national
r's 1956
ro radio
Q
News
Variety
Homemaker
Relig. s. Misc.
L
R N
Station rep
\l V
WAUD
AUBURN
125
15
100
100
Interstate United
WBCO
BESSEMER
123
123
100
60
75
25
Forjoe & Co.
WEDR
BIRMINGHAM
84
84
Ml 1
93
60
10 30
J.hn E Pi.irson
WJLD
BIRMINGHAM
132
132
57
5 38
W. G. Rambeau
WWWF
FAYETTE
80
4 '/a
100
H. F. Best
WOWL
FLORENCE
125
7
90
10
5'/*
80
12 8
Rambeau. Dora-Clayton
WETO
GADSDEN
72
tl'4
80
20
J H McGillvra
WGYV
GREENVILLE
90
B'/j
85
15
100
H. F. Best
WJAM
MARION
92'/j
19
90
5 5
12
15 73
None
WMOZ
MOBILE
108
108
80
v
j
60 40
J. E. Pearson
WRMA
MONTGOMERY
90
90
85
5 5 5
J H McGillvra
ARIZ.
KTYL
MESA
133
10 '/2
100
None
ARK.
KVRC
ARKADELPHIA
118
28
70
20 10
14
85
15
H. F. Best
KDMS
EL DORADO
73
7
70
30
3'.,
H F. Bert; Clyde Melville:
Dora-Clayton
KFFA
«
HELENA
133
42
70
5 15
36
80
10 10
H. F. Best
1
KBTM
JONESBORO
126
•
100
1
80
20
Burn-Smith
KGHI
LITTLE ROCK
161
16
80
20
5
70
30
Burn-Smith
•KOKY
LITTLE ROCK
84
84
50
8 42
J. H McGillvra
KXLR
LITTLE ROCK
121
l8'/4
80
5 15
12
60 40
J. E. Pearson
KVMA
MAGNOLIA
90
6
80
20
6
90
10
J. E. Pearson
KVOM
MORRILTON
70
4' 2
100
I'i
None
KCLA
PINE BLUFF
122'..
II
75
25
4' 2
98
2
H F. Best
I-
KOTN
PINE BLUFF
110
20
50
50
50
40 10
None
CAL.
KAFY
BAKERSFIELD
164
6
100
5
10
90
J. E. Pearson
i
KFOX
LONG BEACH
168
35
95
5
23
W. G. Rambeau
KGFJ
LOS ANGELES
164
31
90
10
29' 2
75
25
None
|
KPOL
LOS ANGELES
84
10
100
10
100
R. S. Keller
1
KWBR
OAKLAND
156
101
83
>M 5% 1 1
80
20
Forjoe & Co.
KALI
PASADENA
84
21
28
72
18
90
6 4
None
—
KXOA
SACRAMENTO
133
'/i
100
'/2
Branham Co.
KSAN
SAN FRANCISCO
140
132
55
5 40
120
50
30 20
Stars National
KTIM
SAN RAFAEL
66
15
100
15
H. F. Best
COLO.
KFSC
DENVER
84
12
100
8
National Time Sales
DEL.
WAMS
WILMINGTON
129
27
100
50
50
Rollins Broadcasting
WILM
WILMINGTON
133
17
95
5
85
10 5
Boiling Co.
D.C.
•WOOK
D. C.
126
126
80
15 5
55
10 35
United Broadcasting
•WUST
D C
84
84
70
15 15
63
80
5 15
Forjoe 4 Co.
FLA.
WKKO
COCOA
H4
6
100
5
95
5
H. F. Best
WDBF
DELRAY BEACH
'ID
4'/a
100
3
None
♦Stations programing 100% to Negroes.
SPONSOR NEGRO ISSUE • 17
SEPTEMBER 1956
Turn to
page 76
for
15
continuation of station chart 1
I Continued from page 75
Call
letters
City
No. air In v
per wk.
No. hrs.
Neg. prog.
(ML
Types
of shows
aired, as
1 M
% of total
1 1'
1 UAIA
"o billing local,
regional or national
(Continual )
Station rip
Q
*
a
Z
«
re
>
m
re
E
1
5
z
i
4
State
L R N
1 1 \
WIRA
FT PIERCE
126
9
80
20
llll
None
WGGG
GAINESVILLE
122' j
l'/a
mi,
i'.
95 5
H. F. Best
WGMA
HOLLYWOOD
84
1 1
100
ICO
H. F. Best
WOBS
JACKSONVILLE
44
38
6
2
54
84 9 7
Gill-Pcrna: Dora-Clayton
WRHC
JACKSONVILLE
136
47
85
15
46' 2
99 1
Interstate United
WNER
LIVE OAK
90
II
50
10
40
100
H F. Best
WFEC
MIAMI
84
84
100
60 40
G. K. mil J. S. Ayers
WMIE
MIAMI
133
!7'/2
30
10
60
M
Stars National
WMBM
MIAMI BEACH
91
91
90
2
8
68
90 To
Giil-Perna; Dora-Clayton
WHOP
PALATKA
1 12
8' 2
90
10
8'..
mo
Doia-Claytnn
WHOO
OCALA
91
7'/a
'18
2
WWPF
ORLANDO
125
M'/2
67
33
Forjoe & Co.
WTRR
SANFORD
118
12%
99
9%
94 1 5
None
WMEN
TALLAHASSEE
92
13 '/a
89
II
Dora-Clayton
WIOK
TAMPA
84
84
80
10
5
5
J H. McGIMvra
WDCL
TARPON SPRINGS
82' ..
•/a
100
T. F. Clark
WNTM
VERO BEACH
84
24
90
10
3
90 10
C Brown
(. \
WAOK
ATLANTA
136' i
l36'/a
80
10
5
5
Forjoe & Co.
WAUG
AUGUSTA
91
45
100
40
Interstate United: C. Brown
WMOG
BRUNSWICK
122
28
80
10
10
Indie Sales
WGRA
CAIRO
84
15
90
10
12
90 10
Indie Sales
WCLS
COLUMBUS
95
95
40
10
20
5
25
T F. Clark
WGFS
COVINGTON
91
12
100
8 2 90
Sears &. Ayers
WFPM
FORT VALLEY
84
39
100
Indie Sales
WDUN
GAINESVILLE
126
5
100
'
80 20
T. F. Clark
WLAG
WTRP
LA GRANGE
126
9
70
10
20
9
65 8 27
Indie Sales: Dora-Clayton
LA GRANGE
91
8
75
7
18
5'/a
75 10 15
J. H McGillvra
WBML
MACON
127
45'/2
90
10
12
50 10 40
Forjoe &. Co.: Dora-Clayton
72
OAK PARK (CHIC.)
57
50
100
5
Interstate United: Dora-CIn
WTMV
EAST ST. LOUIS
HARVEY (CHIC.)
126
100
Bogner A. Martin
I •
Rollins Broadcasting
IMI
WJPS
EVANSVILLE
45
40','j
97
3
50
50
G. P. Hollingbery
WWCA
GARY
94
. 25'/2
92
8
25' 2
48
22
30
J E Pearson
WGEE
INDIANAPOLIS
84
35
Rollins Broadcasting
WJOB
168
W. G. Ramheau
WIMS
MICHIGAN CITY
115
2
100
l'/a
W. G Rambeau
1 \
KWDM
DES MOINES
128
90
10 7'/4
1(10
Nil i
kl
WFKY
FRANKFORT
126
7'/j
-i
25
100
Burn-Smith
WKOA
HOPKINSVILLE
84
6
100
1
80
20
H. F. Best
WLOU
LOUISVILLE
72
72
75
25
70
30
Gill-Perna
WFMW
MADISONVILLE
126
6
100
6
100
None
WPAD
PADUCAH
132
30
100
100
*- VI \ Am>
1 \
WXOK
BATON ROUGE
90
75
99
1 61
79
19 2
Forjoe & Co.
16
SPONSOR NEGRO is-i 1
Turn to page 18 tor co
• L 7 SEPT] MB] l! I''")*)
ntinuation of station
chart 1
THE
ROUNSAVILLE
RADIO STATIONS
Serving over a million negroes
WCIN
WLOU
WOBS
WMBM
WSOK
WIOK
* (Transfer subject to F.C.C. -Ii'iini
*
*
Cincinnati, Ohio. 1000 W, 1 180 KC
Cincinnati's only All iNegro Pro-
grammed Station.
Louisville, Kentucky, 1000 W, 1350
KC Louisville's only All Negro Pro-
grammed Station.
Jacksonville, Florida. 5000 W,
1360 KC Jacksonville's only All
Negro Programmed Station.
Miami Beach, Florida, 1000 W,
800 KC South Florida's most pow-
erful All Negro Programmed Sta-
tion.
Nashville, Tenn. 1000 W, 1470 KC
Nashville's only All Negro Pro-
grammed Station.
Tampa, Florida, 1000 W, 1150 KC
Tampa's only All Negro Pro-
grammed Station.
All of these stations have
All Negro Air Personalities
These stations are All
Negro Programmed
This group of stations sells
and serves over a million
Negroes, that are loyal and
attentive listeners to their
"Home Town" stations.
Popular music, news and sports station is WQXI, 5000 W, 790 KC.
WQXI
is a popular music station having an exclusive on the Atlanta cracker base-
hall games, and the Atlanta high school football games.
Top personalities that have the "Know How To Sell" approach to the
market which is spelling success for many adverti-cr~.
Stations sold singly or as a group with multiple station discounts for two or
more stations.
National Representatives: Negro Stations Repre-
Gill-Perna Inc.
654 Madison Avenue
New York 21, N.Y.
Templeton 8-4740
sentative in the Southeast:
Dora-Clayton Agency
502 Mortgage Guarantee
Bldg.
Atlanta, Ga.
Jackson 5-7841
National Sales Manager: Home Offices:
Lee R. Smith
Rounsaville Radio
Stations
Peachtree at Mathieson
Atlanta. Georgia
Cherokee 2195
Rounsaville Radio
Stations
Peachtree at Mathieson
Atlanta. Georaia
OWNED AND OPERATED BY ROBERT W. ROUNSAVILLE
^ Continued from
NE<
page 76
3RO-AP
City
PEA
No. air hrs.
per wk.
L R>
No. hrs.
Neg. prog.
\DIO STATIC
Types of shows aired, as °i of total
£1
DATA
% billing local.
regional or national
(Continued)
Station rep
a z
a
>
at
E
E
o
X
i
K
State letters
L R N
LA. WFPR
HAMMOND
101
7
Too
KVOL
LAFAYETTE
120
4
88
12
3
50 50
Mieker Co.
KAOK
LAKE CHARLES
123
I9VJ
100
15
75 25
Forjoe &. Co.
KLOU
LAKE CHARLES
133
3
100
3
100
J. E. Pearson
KAPB
MARKSVILLE
91
12
95
5
6
60 40
KNOE
MONROE
133
6
100
80 20
H R. Representatives
WBOK
NEW ORLEANS
84
70
Forjoe & Co.
•WMRY
NEW ORLEANS
84
84
40
60
70
60
15
25
Glll-Perna
KSLO
OPELOUSAS
120
10
90
10
7'/a
Sears & Ayers
•KANV
SHREVEPORT
United Broadcasting
MI).
•WANN
ANNAPOLIS
84
84
70
10
20
80
20
Dora-Clayton
WNAV
ANNAPOLIS
126
12
100
100
Forjoe & Co.
•WEBB
BALTIMORE
98
98
80
5
5
10
93
7
Glll-Perna
WITH
BALTIMORE
168
22
83
17
60
40
Select: Forjoe & Co.
•WSID
BALTIMORE
84
84
75
5
15
5
80
5
15
United Broadcasting
MASS.
WBMS
BOSTON
90
12
25
25
50 6
50
50
Indie Sales
MICH.
CKLW
DETROIT
!37'/2
12
80
20
50
50
Adam Young
WJLB
DETROIT
168
87
75
1
3
21
65
10
25
Forjoe & Co.
WMRP
INKSTER (DETROIT)
84
84
50
10
10
10
20 2
50
50
WCHB
FLINT
10
25
75 6
65
10
25
H. F. Best
MINN.
WISK
ST. PAUL-MINN
100
12
100
4
100
MISS.
WGLC
CENTREVILLE
84
5
100
Continental Radio Sales
WKML
CLARKSDALE
95
35
90
10
70
30
Dora-Clayton
WROX
CLARKSDALE
130
25
70
3
7
20
80
J. H. McGillvra
20
WACR
COLUMBUS
84
3'/2
33
34
33
80
20
H. F. Best
WBKH
HATTIESBURG
91
15
90
10 15
80
20
Indie Sales
WHSY
HATTIESBURG
127
5
100
60
25
15
T. F. Clark
' WOKJ
WLAU
WMOX
JACKSON
98
98
72
8
12
8
1
m
13
17
J. H. McGillvra; Dora-CI:
LAUREL
120
5
100
5
100
J. H. McGillvra
MERIDIAN
!28'/2
II
100
J. H. McGillvra
WEGA
NEWTON
19
(,ii
20
20 5
60
30
10
WHOC
PHILADELPHIA
119
7
90
10
H. F. Best
WELO
TUPELO
126
2
100
'/a
100
J. H. McGillvra
WROB
WEST POINT
121 ■/,
12
60
40
J. H. McGillvra
Ml.
•KPRS
KANSAS CITY
84
84
75
8
2
15
85
15
J. H McGillvra
KAT2
ST. LOUIS
118
118
58
4 2 88'/2
8(1
8
12
Forjoe & Co.
KSTL
ST. LOUIS
'in
8'/2
100
80
15
5
Evcrert-McKinney
•KXLW
ST. LOUIS
95
95
97
3
76
15
J. E. Pearson
85
N. J.
WLDB
ATLANTIC CITY
150
20
inn
10
100
Broadcast Time Sales
•WNJR
N1WAIIK
133
133
'IK
2
110
80
20
Rollins Broadcasting
N. MEX.
KWEW
HOBBS
119
3%
75
25
100
Branham Co.
n. y.
WKBW
BUFFALO
160
16
100
13
90
10
Avery-Knodel
WLIB
NEW YORK
100
75
30
14
10
46 67'/,
29
8
63
Forjoe & Co.
WOV
NEW YORK
150
81
15
John E. Pearson
85
WWRL
168
48',
74
10
5
II
None
N. C.
WCGC
BELMONT
91
2
100
1
100
H F Best
WBBD
BURLINGTON
70
13%
100
100
Interstate United
WWIT
OANTON
105
7
100
80
20
18
programing 100% to Nogroei.
Turn
M'OVXOH M (.HO ISSI i: • 17 SEPTEM11KK 1956
to page 20 tor continuation of station chart 1
The Edwin H. Estes Stations
The Two Top Negro Stations in Alabama
WftiOZ Mobile
3
<
uf
2
V
Z
ui
S
<
Hi
8
cc
<
I
c
ir
0
51
o
P3
. ft
*</>■
-2
51
e£]
is
pq
WEDR Birmingham
* Nation's first Negro
Station (Started 1949)
* Serving the largest and wealthiest
Negro market in the South
* First in Hooper and Pulse
* 1000 watts
* clear channel
* 1220 kc
* The only Negro station in Birmingham
that has 4 times the power
of its nearest competition
Represented by
John E. Pearson Co.
SPONSOR NEGRO ISSUE • 17 SEPTEMBER 1956
19
Continued from page 18
Call
letters
City
No. air hrs.
per wk.
No. hrs.
Neg. prog.
Types of shows aired.
as % of
I 1*
total
zl
». bi
regional
ling local,
or national
'Continued )
Station rep
DJ
News
Variety
«
E
I
X
E
IT
State
L
R N
N. C.
WWOK
CHARLOTTE
84
WGIV
CHARLOTTE
91
54
50
Forjoe & Oo.
WCKB
DUNN
2
100
100
WDNC
DURHAM
129
5
70
30
5
75
17 8
P. H. Raymer
WSRC
DURHAM
97
97
50
10
40
50
20 30
W G. Rambeau
WTIK
DURHAM
126
15
80 15
5
60
40
Belling Co.
WFMO
FAIRMONT
91
30
70 5
25
WFNC
FAYETTEVILLE
127
10
75 10 5
5
5
6
80
20
Walker Co.
HENDERSON
30
WHKY
HICKORY
131
9%
100
7'A
90
6 4
Dora-Clayton
IB
WHPE
HIGH POINT
108' 2
7
100
90
6 4
Media Sales
WKMT
KINGS MOUNTAIN
80
10
100
100
H. F. Best
WELS
KINSTON
84
II
80
20
Dcnvy &. Co.
WLOE
LEAKSVILLE
116
1
100
"
100
WREV
REIDSVILLE
82
10' 2
80
20
100
Interstate United
WADE
WADESBORO
133
10
80
5
15
8'i
80
20
WIAM
WILLIAMSTON
70
II
50
10
40
II
85
13 2
Media Sales
~
WGTM
WILSON
128
12
100
8
80
15 5
J. E. Pearson
""
■WAAA
WINSTON-SALEM
90
90
90
5
2
3
70
76
13 II
Stars National
OHIO
WCIN
CINCINNATI
94 "2
94'/2
80
2
6
1
II
70
30
Gill-Perna
WJMO
CLEVELAND
94
74
60
10
20
10
65
35
United Broadcasting
WCOL
COLUMBUS
161 '2
18
100
9
H. R. Representatives
WVKO
COLUMBUS
95
I2"2
93
7
12' 2
90
To
Forjoe & Co.
WING
DAYTON
163
15
100
15
100
H. R. Representatives
-
WTOD
TOLEDO
84
5
80
20
5
100
Forjoe & Co.
-
OKLA.
KBIX
MUSKOGEE
115
12
90
10
100
V. R & M Inc.
-
KMUS
MUSKOGEE
121
9'/2
100
3
100
J. E. Pearson
Vj
PA.
WDAS
PHILADELPHIA
142
142
99
'
60
22 18
J E. Pearson
WHAT
PHILADELPHIA
145
108
70
5
10
15
17
89
3 8
Stars National
WJMJ
PHILADELPHIA
84
9
1', 1
Indie Sales
WILY
PITTSBURGH
110
102
90
10
90
25
75
Stars National
S. C.
WAIM
ANDERSON
125
4'/4
Headley-Reed
WAKN
AIKEN
1
100
</i
100
None
WBAW
BARNWELL
84
8
80
20
7
H. F. Best
WBSC
BENNETTSVILLE
89
12
100
II
97
3
Indie Sales
WAOA
CAMDEN
92
6%
llll
6
85
15
WF'AL
WQSN
CHARLESTON
71.
70
1 ■
55
Forjoe & Co.
CHARLESTON
70
50
75
10
10
5
50
J E. Pearson
WOIC
COLUMBIA
'17
9P/4
■I
4
4
39
84
84
H 8
Forjoe & Co.
WDSC
DILLON
93
6
84
16
6
50
25
Gill-Perna
WESC
GREENVILLE
85
13
90
10
IO'/4
56
28 16
W G. Rambeau
«
WGSW
GREENWOOD
90
15
80
20
15
70
20 10
Indie Sales: Dora-Clayton
WJAY
MULLINS
84
9
100
100
None
WDIX
ORANGEBURG
122
I.
100
6
95
5
Denvy A Co.
WTND
ORANGEBURG
84
M
60
411
1
100
T F Clark
WTYC
ROCK HILL
84
24
100
24
98
;
Indie Sales
20
SPONSOR NEGRO ISS1
E • 17 SEP! i miii u 1%6
NEGRO-APPEAL RADIO STATION DATA i>
Types ot shows aired, as % of total
State
Call
letters
City
No. air hrs.
per wk.
No. hrs.
Neg. prog
a
*
z
a
m
>
■a
E
«
E
o
X
s
i
°*
at
"®
EC
z
E
11
"„ billing local,
regional or national
L R N
Station rep
1 S. C.
WJAN
SPARTANBURG
140
14
100
85 ~~ Ts
WSSC
SUMTER
126
18
80
20
16
100
H. F. Best
WBOU
UNION
94
7
90
10
2
80 20
Interstate United
TENN.
■WMFS
CHATTANOOGA
89
89
44
4
10
5
37
82 8 10
J. E. Pearson
WKRM
COLUMBIA
116
15'/*
100
100
Walker Co.
1
•WJAK
JACKSON
97
97
65
9
5
21
H F. Best
•WOIA
MEMPHIS
140
140
88
6
3
3
120
45 10 45
J. E. Pearson
•WLOK
MEMPHIS
98
98
60
40
70
90 Yo
Dora-Clayton: Forjoe & Co
•WSOK
NASHVILLE
91
91
61
5
8
21
80 10 10
Gill-Perna
WTRB
RIPLEY
88
17
85
15
80 20
1 TEX.
KACT
ANDREWS
85
6
100
1
•KJET
BEAUMONT
98
98
40
6
2
6
48
70 20 10
Forjoe & Co.
WTAW
COLLEGE STATION
87
5%
100
100
KWBU
CORPUS CHRISTI
98
7
50
20
30
7
80 10 10
Br.inh.im Co.
KGKO
DALLAS
133
33
80
10
10
65 35
Forjoe &. Co.
KNOK
FT. WORTH-DALLAS
98
98
70
5
5
25
79
50 30 20
Gill-Perna
KGVL
GREENVILLE
119
60
100
90 10
J. E. Pearson
KMLW
MARLIN
80
3'/j
85
15
1
60 40
Gill-Perna
•KCOH
HOUSTON
98
98
Stars National
•KYOK
HOUSTON
116
116
KMHT
MARSHALL
119
10
80
20
10
97 3
H. Falter
KJBC
MIDLAND
84
7
100
4
100
H. F. Best
KANN
SINTON
91
1
100
KTAE
TAYLOR
84
8! 2
100
KTFS
TEXARKANA
118
IK
100
l'/j
Indie Sales
1
KVOU
UVALDE
111%,
6
100
100
KVIC
VICTORIA
133
14
100
-
II
100
C. Brown
VA.
WKLV
BLACKSTONE
80
15
97
3
12
75 15 10
WBTM
DANVILLE
130
9
100
Gill-Perna
WFLO
FARMVILLE
80
7
100
3
100
T. F. Clark
WHAP
HOPEWELL
118
14
95
5
100
Indie Sales
WYOU
NEWPORT NEWS
91
91
70
15
10
5
75 25
United Broadcasting
■WRAP
NORFOLK
126
126
75
25
80
Rollins Broadcasting
WJMA
ORANGE
105
5'/2
100
WANT
RICHMOND
94
94
United Broadcasting
WROV
ROANOKE
108
21
100
15
95 4 1
Burn-Smith
WHLF
SOUTH BOSTON
126
6'/2
70
30
100
WYVE
WYTHEVILLE
83
1
100
WASH.
KNBX
KIRKLAND
100
8
50
50
8
100
H. F. Best
KTW
SEATTLE
30
1
100
1
W. V.
WJLS BECKLEY
125
3
100
2
100
Weed & Co.
WOAY OAK HILL
98
12
80
20
J E. Pearson
WELC WELCH
92'/2
5%
100
5'/j
100
J. H. McGillvra
SPONSOR NKGRO ISSUE •
17 SEPTEMBER 1956
21
Radio stations carrying 100% Negro-appeal programs'
ALABAMA
Bessemer WBOC 123
Birmingham . WEDR 84
W|LD 132
Mobile WMOZ 108
Montgomery WRMA 90
ARKANSAS
Little Rock KOKY 84
CALIFORNIA
San Francisco KSN 132
DISTRICT OF COLUMBIA
Washington WOOK 126
WUST 84
FLORIDA
Jacksonville WOBS 47
Miami WFEC 84
Miami Beach WMBM 91
Tampa WIOK 90
CEORCIA
Atlanta
WAOK
136' i
Columbus
WERD
WCLS
86
95
ILLINOIS
Harvey
WRFF
100
KENTUCKY
Louisville
WLOU
LOUISIANA
72
New Orleans WMRY
WWEZ
Shrevcport KANV
84
126
95
MARYLAND
Annapolis
WANN
WEBB
84
98
WSID
84
MICHICAN
Detroit KCHB 83
MISSISSIPPI
Jackson WOK) 98
MISSOURI
Kansas City _ KPRS 84
St. Louis KATZ 118
KXLW 95
NEW JERSEY
Newark WN|R 133
NORTH CAROLINA
Durham WSRC 97
Winston-Salem WAAA 90
OHIO
Cincinnati WCIN 94'/2
PENNSYLVANIA
Philadelphia . WDAS 142
SOUTH CAROLINA
Charleston . WPAL
TENNESSEE
Chattanooga WMFS
Jackson .... WJAK
Memphis . .....WCBR
WDIA
WLOK
-Jashville . WSOK
TEXAS
Beaumont . KJET
Fort Worth KNOK
Houston . KCOH
KYOK
VIRGINIA
Newport News WYOU
Norfolk ... WRAP
Richmond WANT
70
89
97
84
140
98
91
98
98
98
116
91
126
84
Stations carrying 30 or more hours of Negro programing weekly
*
ALABAMA
Talladega . WHTB
Tuskegee . WTUS
60
36
42
35
31
101
30
44
CEORCIA
Atlanta ..WAKE
Augusta WAUC
Fort Valley _ WFPM
Macon WBML
36
45
39
49V2
ARKANSAS
Helena KFFA
Savannah WJIV
ILLINOIS
Chicago . WCES
41
7?
CALIFORNIA
Long Beach . KFOX
Los Angeles KCFJ
Oakland KWBR
Santa Monica . KOWL
FLORIDA
Jacksonville WRHC
La Grange . WTAQ
Oak Park WOPA
INDIANA
Evansville WJPS
KENTUCKY
Paducah WPAD
LOUISIANA
Baton Rouge WXOK
New Orleans WBOK
30
50
40y2
30
75
70
MISSISSIPPI
Clarksdale . WKDL 35
MICHICAN
Detroit WJBK 30
WJLB 87
NEW JERSEY
Camden WCAM 84
NEW YORK
New York WLIB 75
WOV 51
WWRL 481/2
NORTH CAROLINA
Charlotte . WCIV 54
Fairmont WFMO 30
New Bern __ WOOW 35
OHIO
PENNSYLVANIA
Philadelphia WHAT 108
Pittsburgh WHOD 54
WILY 102
SOUTH CAROLINA
Charleston . ..... WQSN
Columbia
Nashville
Baytown
Dallas
Crcenville
Texas City _
WOIC
TENNESSEE
WLAC
TEXAS
KREL
KCKO
-KCVL
.KTLW
50
91 34
33
63
33
60
30
Cleveland
WJMO 74
Norfolk
VIRCINIA
WLOW
37
Stations carrying less than 30 hours of Negro programing weekly
ALABAMA
Alexander City WRFS
Andalusia WCTA
Anniston _.... WHMA
WSPC
Athens . ....... WJMW
Auburn WAUD
10
3
3
5
3
15
Decatur
WEZB
WVOK
WAJF
10
4
5
Dothan
WHOS
WMSL
WDIC
3
5
9
EllfflUh
WOOF
WULA
13
7
Fayette
WWWF
4 'A
Florence
WJOI
7
Cadsdcn
WOWL
WETO
7
ll'/tl
Greenville
Hamilton _
WGAD
WCYV
WERH
WBHP
5
61/2
4
4
Marion
WFUN
WJAM
6
19
Mobile
WKAB
18
Monroeville .
Montgomery
Muscle Shoals
Opelika
WMFC
WCOV
WMCY
WLAY
WJHO
6
5
8
3
5
Opp
WAMI
?
Sclma
Sylacauga .
Tallahassee
Tuscombia .
WCWC
WHBB
WFEB
WMLS
WTLS
WVNA
8
5
3
6
6
6
ARIZONA
Flagstaff . KCLS 1
Mesa KTYL 10'/2
ARKANSAS
Arkadelphia KVRC
Crossctt
28
KAGH
ARKANSAS
El Dorado
Fort Smith
Hot Springs
Little Rock
Magnolia
KDMS
KFPW
KWHN
KBLO
KWFC
-KCHI
KTHS
KXLR
KVMA
7
3
6
2
6
16
5
18 1/4
6
Malvern
KDAS
KVSA
KHBM
KVOM
KNBY
KOSE
KCLA
KOTN
KTFS
KWRF
INIA
3
McCchee
6
Monticello
Morrilton
Newport .
3
m
5
Osceola
5
Pine Bluff
Texarkana
Warren
11
20
3
3
CALIFOI
Bakcrsficld
Berkeley
Blythe
KAFY
KMAP
KRE
KYOR
KBLA
KCST
KGER
KPOL
KPOP
KALI
KECC
KCSB
KRNO
KTIM
KXOB
KGYW
6
14
20
4
Burbank
5
Fresno
7
Long Beach
Los Angeles
Pasadena
Pittsburgh
San Bernardino
San Rafael
Stockton .
9
10
18
21
3
7
15
15
10
Vallcjo
1
COLORADO
Denver .
KFSC
KIMN
12
6
CONNECTICUT
Watcrbury
WATR
12
DELAWARE
GEORGIA
Wilmington
WAMS
WILM
27
17
DISTRICT OF COLUMBIA
Washington WOL 6
WWDC 12
FLORIDA
fnrna WKKfl
6
Dclray Beach
WDBF
WFBF
WFTL
WARN
WIRA
WDVH
WRUF
WGMA
4Vj
Fernandina Beach
Ft. Lauderdale .
Fort Pierce
Gainesville
Hollywood
6
20
11
9
6
3
11
WLAK
vl
Live Oak
WONN
WNER
WMIE
WWPB
WEBY
WSBB
WMOP
3
11
17 "2
Milton _
New Smyrna Bch.
Oral a
18
2
7
7 '4.
Orlando
Paiatka
Panama City
WTMC
WABR
WHOO
WWPF
WPCF
3
16
11 1/2
8 1/2
S
Pensacola
Quincy
WCOA
WCNH
3
8
St. Augustine
St. Petersburg
Sanford
WSTN
WTSP
WTRR
10
10
173,
Stuart
WSTU
7
WMEN
131/2
7
T.imp.i
WEBK
Tarpon Springs
Vero Beach
WDCL
WNTM
V2
74
W. Palm Beach
Winter Haven
WIRK
WSIR
12
5
piled to 8PON8OB by radio
rtcd u, SPONSOR.
for lis 1956 Buyai
ul this V !i' "'.I' I < 1 1 111
Albany
. WJAZ
71
WDFC
5
WRFC
4
WEAS
10
Augusta .
WCLS
WBBQ
8
9
Bainbridge .
Baxley
Brunswick
WBIA
WRDW
wur.B
WHAB
WMOC
wr.RA
6
2
7
7
28
15
Columbus
Cornelia
WDAK
WGBA
WPNX
WCON
20
20
21
4
Covington
Douglas
WCFS
y/piMr.
12
3
Dublin
WMI T
7
Fitzgerald
Gainesville
Criffin
WBHB
WDUN
WCGA
WHIF
2
5
U
12
Jesup
WBCR
3
La Grange
Macon
-WLAG
WTRP
WIBB
9
8
76
Madison .
WMGE
6
Monroe
WMRE
6
Ncwnan
WCOH
7
Rome
Savannah
Swainsboro
Thomasville
Tifton
WLAQ
WCCP
WSAV
WJAT
WPAX
WWGS
14
12
7
3
7
5
Valdosta .
wr.nv
1?
Warner Robins WRPB
Waycross . WACL
WAYX
Waynesboro WBRO
Winder . WIMO
ILLINOIS
Belleville . _ WIBV
5
9
6
9
3
2
which
22
SPONSOR NEGRO ISSUE • 17 SEPTEMBER 1956
Stations carrying less than 30 hours of Negro programing weekly
Chicago
East St. Louis
Evanston
Metropolis .
Sparta
Urbana
ILLINOIS
WAAF
WCN
WSBC
WTMV
WEAW
WMOK
WHCO
WKID
14
7
20
24
2
4
3
4
INDIANA
Ft. Wayne WANE 3
Cary . WCRY 22
WWCA 25ft
Hammond W|OB 22
Michigan City WIMS 2
IOWA
Dcs Moines KWDM 7V4
Waterloo KXEL 1
KANSAS
Concordia KFRM 2
Lawrence KLWN 2
Wichita KANS 2
KENTUCKY
Bowling Creen WLJB 10
Campbellsville . WTCO 2
Central City WMTA 5
Covington WZIP 12
Cumberland WCPM 2
Frankfort WFKY 7ft
Fulton WFUL 5
Hopkinsville . WKOA 6
Lexington WLEX 5
Madisonville WFMW 6
Radcliff WSAC 14
LOUISIANA
.lexandria KDBS
KSYL
Baton Rouge WIBR
Bogalusa WHXY
WIKC
Crowley KSIC
De Ridder KDLA
Hammond WFPR
Houma KCIL
Lafayette _ KVOL
Lake Charles KAOK
KLOU
Mansfield KDBC
Marksville KAPB
Monroe KLIC
KMLB
KNOE
Morgan City KMRC
New Iberia KVIM
New Orleans WJBW
Oakdale KREH
Opelousas _ _ KSLO
Shreveport _ KENT
KWKH
Tallulah _. KTLD
Thibodaux KTIB
Winnfield _ KVCL
MARYLAND
Annapolis WNAV
Baltimore
Lexington Park
WBAL
WITH
WPTX
MASSACHUSETTS
Boston WBMS
WMEX
Springfield W|KO
25
8
10
3
4
8
5
7
10
4
19ft
3
8
12
10
2
6
14
5
2
6
10
10
7
16
3
3
12
12
22
2
12
14
12
MICHICAN
Ann Arbor
Detroit
Flint
Grand Rapids
Port Huron
Saginaw .
WHRV
WPAC
CKLW
WXYZ
WBBC
WMRP
WLAV
WHLS
WITH
WKNX
3
3
2
18
23
10
3
2
3
3
MISSISSIPPI
Aberdeen WMPA
Batesville WBLE
Booneville . WBIP
Canton WDOB
6
4
6
10
Centcrvillc
Clarksdale
Cleveland .
Columbia ...
Corinth
WCLC
WROX
WCLD
WCJU
WCMA
5
25
18
1
ft
Crcnada
WNAC
6
Culfport
WCCM
4
Hattiesburg
WBKH
15
Hazlehurst
Houston
WHSY
WMDC
WCPC
5
7
8
Indianola
lackson
WNLA
WRBC
8
Laurel
WAM!.
3
Louisville __
Meridian .
WLAU
WLSM
WMOX
5
10
11
Newton
Oxford
WTOK
WECA
WSUH
5
19
S
Philadelphia
Tupelo
WHOC
WELO
7
7
Vicksburg
WVIM
6
Waynesboro
West Point
WABO
WROB
3
1?
M
Charleston
Kansas City
St. Louis .... .
Sikeston
ISSOURI
_KCHR
__KFRM
KSTL
WIL
KSIM
4
2
18
6
3
NEVADA
Las Vegas
KORK
NEW JERSEY
MINNESOTA
Minneapolis . WSCW 5
Minneapolis-
St. Paul . WCOW 4
WISK 12
•Based on information supplied to SPONSOR
have not reported to SPONSOR
Asbury Park
Atlantic City
Camden .
WJLK
WFPC
WLDB
WMID
WKDN
2
5
20
9
6
Newark
WAAT
10
Trenton
WHBI
WBUD
19
16
NEW
Clovis
Hobbs . .. .
NEW
Batavi i
WTNJ
WTTM
MEXICO
KCLV
KWEW
YORK
WBTA
3
3
3
4
Buffalo .
New Rochelle -
New York
Patchogue
WKBW
WNRC
-WEVD
WAIK
16
7
1
?
Rochester
NORTH
Asheville
Beaufort
WHEC
WSAY
CAROLINA
„ WSKY
WBMA
V*
2
12
6
Belmont
WCCC
?
RrevarH
WPNF
2
Burlington - _
WRRB
133/f,
Canton
Dunn .. ....
WFNS
WWIT
WCKB
4
7
?
Durham
WDNC
5
Edcnton
WSSB
WTIK
wrnj
24
15
7
Elizabeth City
Fayetteville
-WCNC
WCAI
WFAI
3
6
16
Goldsboro
WFLB
WFNC
WFMC
15
10
10
Greensboro
WCBC
17
Greenville
WGTC
S
Henderson _
WHNC
22
Henderson ville
Hickory .
WHVH
. WHKP
.. .WHKY
20
5
934
High Point _
Kings Mountair
Kinston
WHPE
WMFR
WNOS
WKMT
WELS
7
3
24
10
11
Laurinburg
WISP
WEWO
13
7
Lexington
WBUY
WACR
2
3
Mount Airy
WSYD
4
N. Wilkesboro
WKBC
3
NORTH
Rcidsvi lie
Rockingham
Rocky Mount
Roxboro
CAROLINA
WRAL
WFRC
WRcV
WAYN
WCEC
WRXO
10
6
10 V2
6
8
4
Salisbury
SanfnrH
.WSAT
WWGP
10
8
Siler City
Smithfield
Southern Pines
Tarboro
WNCA
WMPM
WEEB
WCPS
5
4
17
1?
Tryon
WTYN
7
Wadesboro _
Wallace
WADE
WLSE
10
7
Washington
Whiteville
Williamston _
Wilmington _
Wilson .
WRRF
WENC
WIAM
WCNI
. WCTM
6
4
11
15
1?
WVOT
Winston-Salem WAIR
OHIO
Akron WABf
14
6
?
Chillicothe
Cleveland
WHKK
WBEX
. WJW
8
10
17
Columbus
Dayton
WCOL
WVKO
WAVI
18
12ft
4
Fostoria
WING
WONE
WFOB
15
2
2
Gallipolis , .
.. WIEH
3
Springfield WIZE
Toledo WTnp
Youngstown WBBW
OKLAHOMA
Cuthrie ...... KWRW
3
5
2
1?
Muskogee
... KBIX
1?
Oklahoma City
KMUS
KBYE
KLPR
9ft
2
6
ORECON
Oregon City KCON
PENNSYLVANIA
Beaver Falls WBVP
Chester WDRF
Johnstown
_WARD
WJMJ
RHODE ISLAND
Newport WADK
SOUTH CAROLINA
Anderson WAIM
WANS
Barnwell WBAW
Beaufort . WBEU
Bennettsville WBSC
Bishopville WAGS
Camden WACA
Cheraw WCRE
Columbia WCOS
WIS
Darlington WPED
Dillon WDSC
Easley WELP
Florence WJMX
WOLS
Creenville WESC
Greenwood WCRS
WCSW
Greer WEAB
Laurens _WLBC
Mullins WJAY
Myrtle Beach WMYB
Newberry WKDK
Orangeburg WDIX
WTND
Rock Hill __WRHI
WTYC
Spartanburg WJAN
WORD
Sumter __WSSC
Union WBCU
Walterboro WALD
TENNESSEE
Chattanooga __
Clarksvillc
Columbia
Covington
Dickson
Franklin _
Gallatin _
WAPO
WDXB
WJZM
WKRM
WKBL
WDKN
WACC
WHIN
10
2
18
2
9
4'/4
3
8
7
12
6
63/4
4
6
3
4
6
7
6
9
13
3
15
3
8
9
3
12
6
11
2
24
14
10
18
7
6
by radio stations for its 1956 Buyers' Guide and this Negro market issue.
9
12
7
15ft
2
3
7
3
There may
TENNESSEE
Knoxville
_WIVK
7
WKCN
10
Lewisburg
WJJM
3
Lexington
WDXL
7
McMinnville
WMMT
2
Memphis
_KWEM
26
WHHM
22
Murfrccsboro
WCNS
7
Nashville
„WKDA
6
Paris .
WTPR
3
Ripley
WTRB
17
Rogersville
WRCS
3
Springfield
_WDBL
8
TEXAS
Andrews
.KACT
6
Atlanta
KALT
?
Austin
.KTXN
?n
Bay City
KIOX
6
Beaumont
KRIC
1?
KTRM
6
Center .
KDET
5
Cleveland
KVLB
6
College Station
WTAW
5V4
Conroe
KMCO
6
Corpus Christi
KUNO
11
KWBU
7
Crockett
KIVY
7
Dallas
KLIF
18
KSKY
15
Denison
. KDSX
7
El Campo
. KULP
3
Fort Worth
KCNC
11
Galveston
KGBC
73
KLUF
5
Conzales .
KCTI
1
Houston
KNUZ
1?
KPRC
6
Huntsville .
KSAM
3
Jacksonville
KEBE
9
Longview _
KLTI
6
Marshall
KMHT
10
Midland
. KJBC
7
Pasadena
KLVL
21
Rosenberg
KFRD
3
San Antonio
KCOR
9
KISS
12
KMAC
12
KTSA
5
Taylor .
. KTAE
8ft
Terrell
KTER
3
Texarkana
KTFS
1ft
Uvalde
KVOU
6
Victoria
..KVIC
14
Wichita Falls _
KTRN
10
VIRGINIA
WBLT
..WKLV
Bedford
Blackstone ..
Charlottesville .... WINA
Christiansburg _... WBCR
Clifton Forge WCFV
Crewe WSVS
Danville WBTM
WDVA
Farmville WFLO
Front Royal WFTR
Hopewell WHAP
Martinsville _ WHEE
WMVA
Newport News
Orange
Radford
Richmond
Roanoke
.._WACH
WJMA
WRAD
_.WLEE
WXGI
...WRIS
WROV
WHLF
WJWS
WASHINGTON
Kirkland
Tacoma
KNBX
-KTAC
WEST VIRCINIA
Beckley
Charleston
Logan
Oak Hill
Parkersburg
Princeton _.
Welch
WISCONSIN
3
15
5
3
2
12
9
4
7
2
14
6
10
5
5ft
3
10
3
6
21
6ft
5
_WJLS
WCAW
WCHS
WCKV
WKNA
WTIP
. WVOW
WOAY
WPAR
. WLOH
-WELC
3
9
2
3
7
1
5
12
3
3
5ft
Milwaukee
WMIL 15
be additional Negro-»ppeal stations which
SPONSOR NEGRO ISSUE
17 SEPTEMBER 1956
23
Reach your Negro audience with a pr
mary signal and a locally accepted Negri
DJ that is the leader in his area.
The dollar per thousand is the lowest
cost of any station or group of stations
in this area. No other station or group '
of stations can match The OK Croup
offer.
If
ill
Located in the hottest sales potential areJil
in the Mid-South and the Cold Coast of |
the Culf Coast, this group of stations
reaches Negro buyers with outstanding i
Negro personality air salesmen in each I
market ... a proven and tested formula iiii
for increased sales.
VfBOft No. 1 Negro & Hillbilly
VWLOK No- 1 Negro Station
|C A OK No. 1 Negro - Hillbilly
KYC^C No- 1 Negro Station
HtVOK A Good No- 2 Station
A Low Cost Buy . . . One Contract ... One Affidavit ... One Billing
Nobody . . . but nobody can reach more people or sell more goods at a lower cost per thousand on the
Cold Coast of the Culf Coast and the Mid-South than The OK Croup stations. Make the 3 or 5 station
buy and save money . . . give your advertiser high powered local coverage at low priced cost.
Forjoe and Co for La. and T«
Stars National for Texas
Stanley W. Ray, Jr., Vice Pres.
Gen. Manager, 505 Baronne,
Orleans 12, La.
\MfcOK Mi%OK itY Off KA
New Orleans
Baton Rouge
Houston
Lake Charles i
Memphis
Low Cost Negro Buy
Mew Orleans
No. 1 Negro Station
Houston
DIAL 1480
1000 WATTS WITH 5000
NEGROES
A frantic knocked out
jive air salesman that
has brought a new
breath of fresh air
to Memphis
FOR ONE SPOT
N ALL 3 MARKETS
*312 TIME RATE
a Promotion! Extra Sales!
Extra Listeners!
matched by competition.
'*(&&"?.
CANE COLE, a hot jive man.
R. L. WEAVER, a live spiritual DJ.
JAY STORM, skilled Negro News Announcer.
WtOff
Memphis
1. AS ADMEN SEE IT
{Continual from page 5)
- Evans, a long-time marketing ex-
pert.
\n anah -is of the Negro market
tends to be confused, -a\ - Joe \\ notion.
head of the radio division of Interstate
United Newspapers in New York.
\\ hy? "Because marketers approach
such a study with a psychological bar-
rier rather than the normal consumer
barrier. The) don't appl) the same
principles of reaching and covering
this market as they do any other seg-
ment of the population.
"' \n advertising medium is designed
simply to showcase a product to a
market and to get a showcase big
enough so that the greatest number of
people will come wandering in. The
Negro market has the same relation-
ship to the total market that the Cadil-
lac market has to the soup market.
The Cadillac market is a part of the
soup market, but it takes a special
knowledge and a special appeal to sell
an expensive Cadillac to people who
buy inexpensive soup.
"The one thing the buyer needs to
know is market facts — facts about the
people who happen to be Negro, not
facts about Negroes."
The first thing to know about the
Negro, according to Clarence 1 folic
supervisor of the Negro Marketing de-
partment at BBDO, New York, is the
type of thing with which he identifies.
The Negro is the "same as anyone
else, in wanting to be recognized and
in responding to that which represents
him." He's different from other ethnic
groups in that his habits, customs and
thought patterns are conditioned by a
complrteK different en\ ironment. ""Mo-
tivations are the framework upon
which the Negro consumer market is
constructed," and a study of these
human motivations will lead an ad-
vertiser to a selling approach which
will be effective.
Knowledgeable agene\ people agree
that the Negro has been — and is — con-
ditioned by the same elements which
influence Albanians. Americans or \f-
ghanistanians. These conditioning ele-
ments are rudimentary: education,
economics, social status, family rela-
tionships, hei itage.
How do some of these differences
show up, in lei ms which a marketer
can appraise?
They are evident in a I'nited Slates
Department of Labor report on food
consumption and expenditures. Ne-
groes -|>end more monev for food than
do whites at the same income level (at
this point. 27.90 of every spendable
SI) . Thev eat far more meats, poultry
and fish. The ratio: 12.7 pounds pur-
chased l>\ Negroes for everv 8.8 pur-
chased by white.
Ne-io women buy more hoisery, and
spend more for it, than do white
women. A BBDO survey, conducted
over a five-year period, shows white
women buying 5.4 pair and Negro
women 8.8 pair every six months. In
this five-year period, Negro women
purchased 50% more hose than did
white women, a total of 78 pair com-
pared with 53. They paid more for
the hose, too, so that the reason for
frequent purchase is not inferior or
lower quality merchandise. On the
average, Negro women paid from SI. 26
to SI. 50 per pair, whereas most of the
white women spent $1 or under. Ne-
groes bought at about the same price
consistently, whereas white women
were erratic in picking a cheap hose
one time and a higher grade the next.
BBDO has some gleanings from
another survey, this time on cosmetics.
Again traced over a five-year period,
the study shows Negro women buying
8.43 boxes of face powder for every
6.94 purchased by whites; 16.4 bottles
of hand lotion as related to 13.8; 50.88
deodorants for every 29.40.
When it comes to canned soup, the
white family is a much bigger con-
sumer— 40 in every 100 white families
buy canned soup, only 22 in every 100
Negro families, according to one sur-
vey. Yet Negro families eat more
starchy foods than do the white. They
do more home baking, and they're
conditioned to eating heavy desserts
and baked goods.
This is the type of market informa-
tion which the client wants to know
and which the sponsor of Negro radio
is beginning to probe.
\gency buyers of Negro-appeal ra-
dio have a sound idea as to what they
are buying and for whom. They can
draw7 an accurate profile of the Negro
market, but they keep adding lo that
profile with three-dimension informa-
tion of this type all the time.
Madeleine Allison, media director of
Ilersehel /. I )eutsch agency, New York,
plans time schedules for a variety of
Negro radio accounts. Some of her
philosopln :
"The Negro woman, more than the
white, controls the famiK budget. We
advertise to her. She's an even better
prospect if she and her family have
migrated to a metropolitan area, be-
cause it shows thev have 'get up and
go'. Negroes have great loyalty and
feeling for the station which is part of
their community, and which shows
them they don't have to be in an in-
tellectual ghetto. As the stature of the
station grows, so does its listening —
and its advertising.
"When I buy Negro radio. I know
for every 20,000 Negro listeners I'm
going to get 20.000 customers. In
regular radio, I figure I'll get 20,000
customers for even 40,000 listeners.
That's why I don't care about ratings,
or the fact that specialized radio is
more expensive. I don't want listeners;
I want customers. You always pay a
premium for a specialized audience,
but it's a good buy because per capita
sales are more important than cost-per-
1,000."
Buyers and marketers are guided in
their market and media selections in
Negro radio by some of these con-
siderations.
1. The Negro buys high-quality
products, and he buys by brand. Much
of the "imitative" element of which
Evans spoke is inherent in the attrac-
tion to known brands. For many years
the Negro was exploited by offer of
inferior merchandise of shoddy quali-
ty. He's formed the habit of buying
a brand which everyone knows about,
and which is reputable.
He's also conditioned to spending
more for consumer products than his
income would warrant, and very often
he buys out-and-out luxury goods. Two
of the biggest reasons: he's limited
geographically to a certain residential
area, and is frequently unable to buy
a house, so hell siphon this money
into an expensive car: he s limited also
in the type of entertainment which he
can enjoy, as main theatres, night
clubs and the like are closed to him.
So he may buy expensive fishing tackle,
or clothing, or furnishings.
2. He establishes strong loyalties to
advertisers and to radio stations and
their personalities. Use of local Negro
radio personalities, operating in the
Negro milieu, ensures immediate iden-
tification. He trusts them: he buys
the products they endorse.
3. He likes to be appealed to direct-
ly, but at the same time he doesn't
want to be isolated from the total com-
26
SPONSOR NEGRO ISSUE
17 SEPTEMBER 1956
TAKE YOUR CUT OF THIS
RICH CHOCOLATE PIE
Population Coverage Area: (C. L. Polk Div. 1956 Issue)
Total: 646,000; Negro: 298,000—46%
_,, ... „ . 1955 Total: 592,750,000
Effective Buying (SRDS) Negro: 145/25o,ooo
BUY — The True Negro Voice that Reaches the Rich
Negro market of the Red River Valley.
SHREVEPORTS ONLY ALL-DAY
ALL-NECRO PROGRAM STATION
Qualified Negro Air Personnel, Six Men and Two Women.
3-Hrs. Morning Spirituals, 2-Hrs. Morning Blues & Populars,
1-Hr. Afternoon Gospels, 4-Hrs. Blues & Populars, 214-Hrs.
News, 1^4-Hrs. Sports.
K A N V
2730 TALBOT STREET
TELEPHONE 2-3122
SHREVEPORT, LOUISIANA
1050 K. C.
250 WATTS
DAYTIME
P. O. BOX 3611
Represented by Bob Wittig, UBC New York — Richard Eaton, UBC Wash., D.C. — Sy Thomas.
UBC Chicago: Harlan Oakes, Los Angeles, Cal. Dora-Clayton, Atlanta, Ca.; Joe Harry,
San Antonio, Tex.
SPONSOR NEGRO ISSUE • 17 SEPTEMBER 1956
27
THE INLY 24 HOUR
STATION IN
NEGRO
PROGRAMMED
' OAKIANH-S.F.
HAY AREA REAMS
100% HE THE
NE6R0 AUDIENCE
<f% Oakland and the East Bay lead San Francisco in Negro
population as well as in total population
Availabilities around the clock!
NNNBNHNNMNNNINNNINNNNNN1 J National Reps: Forjoe & Co.
KWBR
1310-1000 Watts
327 22nd St., Oakland, Calif.
munity. He's aol out in left field, even
though he's in a different part of the
ield than is the white. He doesn't re-
spond to condescension or to attitudes
of superiority. He never responds to
use of Negro dialect when it's phom .
I. The Negro is interested in better-
in;: himself and his wax of life. Any
advertising appeal which can convince
him it will improve his status will be
receiwil enthusiastically . This applies
particularly to the migrant Negro, the
one who has moved into metropolitan
areas where there are more job oppor-
tunities and where credit is extended
to him.
The theory of economic betterment,
and of acquisition of goods, has to be
backed up with the tangible prospect
of income and employment and credit.
.). Negro income is soaring. Al-
though its still considerably below that
of the white nationally, in mam areas
there s little discrepancy between in-
comes of the two groups. Negro credit
is being extended, as hanks, loan com-
panies and retailers realize there is a
minimum credit risk.
(>. \n\ appeal should be to the
Negro in his own idiom. Or, "Don't
use a Gu\ Lombardo to sell people
who go to the Savoy Ballroom." Cop)
should be slanted to reach the Negro
market and e\er\da\ situations in his
life should he stressed. I'osithe moti-
\ at ion comes from positive association,
one agency man said.
Two examples of '"ineffective" ap-
peals: Negroes didn't react favorabh
to the Lucky Strike "be happv, go
Lucky" theme. Win?
Because, in the explanation of one
buyer, "the Negro, since slavery da\-.
has always been described as happy -
go-lu(k\. \nd a commercial an-
I Ii rill, 'ill -itual ion u hull lelel - In
an executive in a big manufacturing
plant obviates an\ possible rapport
with most Negro listeners. Why?
"Because he doesn't know any such
executives and docsn I ever expect to
be one."
7. The Negro, in some ways, is a
"captive consumer." He's capti\c for
t I and drug stores, particularly, be-
cause he's often limited to a relnti\el\
small area of a community, and he
shops in that community. The den-
til \ of population in Ncizro neighbor-
hoods is higher than For an\ other, so
that a retailer has an unusually large
number of prospects to attract within
a limited radius — a great potential.
28
SPONSOR NKGRO ISSUE
17 sKI'TKMBKR 1956
8. In an estimated one-third "I all
Negro families, both the husband and
the wife work. This has mam impli-
cations: the aggregate famih income
is higher: there is a need fm more
effort-saving devices and services:
shopping must he done at oil-hours and
more hastily.
9. Negroes arc part i< ulai l\ respon-
sible to music and religious radio pro-
graming. Some buyers de-emphasize
the out-and-out "rock and roll" audi-
ence, figuring il attracts non-buying
teens. But most buyers aim for par-
ticipation in music and d.j. shows, and
for gospel and spiritual programs.
Negroes are deeph religion-, and thc\
like to listen to religious programing
and religious music.
K). They're especialK conscious of
their personal grooming. This is a re-
sult of mam Negro stereotypes. Both
men and women are more acutely
aware of cosmetics, toiletries and ap-
parel than are whites at the some in-
come and socio-economic level.
I I . Negroes are inclined to spend
more, proportionate! \ . for goods than
are whites at the same income level.
Thus, a Negro wage earner making
$3,000 a year may spend as much foi
shoes as does the white person earning
twice as much. • • •
2. STATION REPORTS
I Continued from page 8)
gospel songs another 17', includes
musical programs featuring local
church choirs: still another 17%, live
broadcasts with local singing groups,
some four hours daily. The remainder
of the schedule: 5%, news, of which
there are nine five-minute shows dail\
Monday through Friday, five on Satur-
day and seven on Sunda) ; 3% church
broadcasts, four hours each Sunday;
1%, miscellaneous, including a five-
minute birth announcement show
every day. and a half-hour Sundaj
program of labor news and forum
discussions.
One of the characteristics of Negro
radio is the imaginative and attention-
getting names used by local Negro
personalities, and for the programs
themselves. A random selection from
KWBR. Oakland. Calif., shows: Sepia
Serenade (for a 7:30-8:30 a.m. and
2-5 p.m. show- six days weekly), with
a d.j., Bouncin' Bill; the Nip/it Hunk
Show (midnight to 5 a.m. Wednesday
• • •
BALTIMORE'S
NEGRO RADIO STATION!
**m'^
\
'%
'
Buddy Young
Alan Freed
■■ I W% f f EVERY MINUTE
f lIC J I OF THE DAY....
...from March, April, May 1956 Issue of NEGRO PULSE.
Frank Graham
WEBB
ON THE |
DIAL i
POST OFFICE BOX 26
BALTIMORE 6. MD.
iam Dupre PHONE: MUrdock 6-3180 Duke of WEBB
REPRESENTED NATIONALLY BY GILL-PERNA
SPONSOR NECRO ISSUE
17 SEPTEMBER 1956
29
through Sundaj i with Rockin' Robert.
It airs nine and a quarter hours of
spiritual programs weekly, another
two hours ol religious shows.
Its "definitel) the personality" which
sells!, according to WBCO, Birming-
ham, li hits hardest on spirituals and
rhythm-and-blues music, reaching an
estimated 90 Negroes for every 100
listeners — with on', of these adult.
\\ \\Y \nnapolis. Md., is a full-
time Negro station, programing 84
hours weeklj and attributing l(nr ,
of its revenue to sale of time to clients
interested onl\ in reaching Negroes.
One of the reasons it pulls a steady
Negro audience is that it programs
directl) to them. An example: This
summer it broadcast remotes directly
from a Negro beach on the ocean near
Annapolis. M. II. Blum, president and
general manager of the station, re-
ports "Some of the greatest names in
the Negro entertainment world appear
at this beach during the summer
months.
\\ \\\ is unique in that it serves
both the rural and the urban Negro.
Located between Baltimore and Wash-
ington, it sends a signal into a market
covering all or parts of five states.
Sa\s Blum: "In the urban areas, many
Negroes are employed in shipping, and
are well paid. Others work in white
collar, business, domestic, professional,
manufacturing and sendee occupations.
in the rural areas, Negroes work in
farminsr, chicken raising, tobacco
growing, <>\ Bering, crabbing, cannery
\\<uk, general agricultural work."
Programing at WGES, Chicago, on
the other hand, appeals to the com-
pletely urban Negro — some 800,000 of
them in the market. Chicago typifies,
in exgaggerated terms, the influx of
the Negro into Northern and Western
industrialized areas. Chicago's Negro
population has almost doubled in the
past decade, and WGES owner John
A. Dyer estimates the current gain at
between 50,000 and 60,000 annually.
On the air for 32 years, WGES has
been programing to Negroes since
1944. Its current Negro-appeal sched-
ule: 6-7 a.m., Mondays through Satur-
days; 9:30 a.m. to 1 p.m., Mondays
through Saturdays; 3 to 6 p.m., Mon-
days through Sundays; 9:30 p.m. to
] a.m.. Monday through Saturdays;
6:30 to 7:30 p.m., Sundays; 9:30-
11:30 p.m., Sundays.
He says: "Our view of the future
of the programs directed to the Negro
audience is very optimistic. Our suc-
cess is best exemplified by our mush-
rooming from one half-hour a week
to 11 hours per day, and a contem-
plated further expansion attests to the
accuracv of our judgment."
KNOK, Fort Worth-Dallas, has a
salient quote on programing.
"The music is the bread and butter"
in programing, "but the dj is the meat
in the sandwich. A strong personality
will swallow up a lesser personality
if they both play identical music."
The station gets about 100 fan letters
daily in response to its Negro pro-
graming. Win '< "Negroes regard
KNOK as their station. They bring
rheir gripes to us in the hope that we
can help. They believe what we tell
them. It makes for careful advertising
policy. You can't fool 'em, however
tantalizing the time order might seem!"
WDIA. Memphis, has an interesting
breakdown on its time orders. A list
of national accounts running on the
station last year totals 101, of which
98 purchased announcements and 1 1
bought programing. And 40 of these
advertisers were on 52-week contracts.
Most of these advertisers represented
A neuh aMfol
..;.■.''•
It's a buy!
Opening October 1st
Michigan's first station with
ALL NEGRO PROGRAMMING
by a complete, experienced staff
WCHB
"The Voice Of Progress"
500 WATTS 1440 KC
COMPLETELY COVERING DETROIT'S RICH NEGRO MARKET
BELL BROADCASTING COMPANY • INKSTER, DETROIT
REPRESENTED BY JOHN E. PEARSON COMPANY
MMINmiH MI.KO |ss| |
17 sir l EMBER l°.r>"
general-appeal products using specific-
appeal radio.
The trend is for more general-appeal
products to use Negro radio, although
there is. of course, a steady flow of
business from those products which
are more closely identified with the
Negro consumer. These include the
proprietary drugs for "home treat-
ment," the skin creams and hair
straighteners.
J. B. Wilder, manager of WBAW,
Barnwell, S. C, notes that anv "ad-
vertiser will find the average Negro
responding favorably to his appeal,
except for those who make luxury
products." The so-called luxury prod-
ucts sell well, however, depending on
the habit pattern and the income level
of the Negro communih. In Barnwell,
"the Negro economic level is genera 1 1\
several steps below that of their white
neighbors."
Typical of a high-income area is
Detroit, where W'JLB reports the city
Negro there has the highest average
income per Negro family in the U. S.,
some $3,750. "Detroit Negro income is
higher than the national average for
white families. Negro family income
compared with Detroit non-Negro in-
come is considerably less, but credit
buying expands the dollars spent far
beyond actual income."
This brings up the iffiest question
in all of Negro radio.
lads needed: Mow many Negroes
are there in Broomstick, Wyo.? And
how much monev do they earn? How
much do they spend, on what and
why? What are the social and eco-
nomic influences which make them a
more potent marketing force with
which to reckon?
Every radio station in the country
has some of the answers which buyers
want to know. Many radio stations
have tidbits of market informal ion
which are sufficient to indicate the
strength and the potential of their
areas. Others have the full story,
gleaned from such various (and in-
consistent l sources as the Chamber of
Commerce, the state government, the
Urban League, the Real Estate Board,
the Welfare Department, state univer-
sities.
All of the nation's Negro-appeal
radio stations are conscious of the
need for specific data on the Negroes
iii their communities. And the're mak-
ing ever more strenuous efforts to
collect this data.
Here's the type of information which
most Negro-appeal stations, program-
ing more than 25 hours a week to Ne-
groes, know about theii communities.
WBCO. I'.iniiiiiidiaiii. \la.. knows
thai one in every three dollars spent
there is spent by a Negro. In thi^
trading area of more than a million
persons, 43.3% are Negroes, 50.7%
of the Negro homes have television,
93.8% have radios, 54.0% have tele-
phones, there are 4.4 persons in each
family.
Some of the stations have found
these answers over a long period of
time. WJOB, Hammond, Ind., for
example, has been on the air broad-
casting Negro-appeal programing since
1932. Sa\s Joseph R. Fife, commercial
manager. "We are one of the pioneer
stations in the broadcasting of specific
Negro programs, airing our first from
the Chicago World's Fair. We have
been doing it continuously and profit-
ably ever since."
Typical only of a big-city Negro
station is WLIB, New York, reporting
a 99% Negro audience in a market
which has one and a third million
WRMA
950 k.c. 1.000 Watts Montgomery Alabama
WRMA
Montgomery's ONLY Negro Radio Station — serving over 200,000 Negroes in
Central Alabama — constituting 53% of area population.
WRMA
Serving only the Negro Population — YET— rated the NUMBER 2 station in the latest
HOOPER survey among 5 other existing radio stations.
WRMA
has increased its National Advertisers by 150% since Sponsor's last all-Negro
issue — advertising daily for such National Advertisers as: General Foods . . . Armour &
Company . . . Standard Brands . . . The Pet Milk Company . . . Monticello Drugs . . .
American Tobacco . . . Manhattan Soap . . . Reynolds Tobacco . . . Union
Pharmaceutical Company . . . United States Tobacco . . . Studebaker . . . Brown and Williamson
. . . Johnson and Johnson . . and many others. . . .
WRMA
has proven Sales Results . . . Responsive Listeners . . . and a vast consumer
audience . . . why don't you become our next success story. . . .
Judd Sparling
Commercial Manager
Joseph Hershey McGillvra. Inc.
National Representative
SPONSOR NEGRO ISSUE
17 SEPTEMBER 1956
31
Negro families. Its audience "is i ■
responsible to advertising, more brand
conscious and more loyal to advertisers
ii trusts than the average audience."
\cw York Negroes are "more edu-
cated, more sophisticated ami have a
higher standard of living." How high?
L941, the income of all Ne ro
earning groups has tripled, contrasted
with that of the total population, which
has doubled. New York Negroes spend
i million annuall) on food, .">' -
own their own homes, bottled beer is
used in more than 50^5 of the homes,
56' i of the men and 16' < of the
women -moke cigarettes.
This is the type of information
which the local, regional and national
advertiser wants to know about a mar-
ket. \nd this is the type of data they
are getting in greater quantit) and
qualit) .
Here's what WITH. Baltimore, knows
about itself, for example.
I he Negro community there is the
sixth largest in the country, having
grown U>\ since L950 to 310,000. It
spends $285 million annually, has
more people of prime buying age than
the white group, has more wage earners
pel lamiK than the white. It has 60%
as much income as the while family,
I. ut il- home owner-hip is increasing
three times faster than the white. Most
of the \egroes are in the skilled wage
earning class.
Man) market- nol onl) have a large
Negro population, they have a high
proportion ol Negro to non-Negro.
Washington, I). C, as an example, has
about 15 Negroes for ever) 100 resi-
dents. In the deep South, main coun-
ties still have a high density. \\ liO.J.
Clarksdale. Miss., reports 71' i of its
market is Negro, ranging from Oir,
in Quitman county to a high of 81%
in Tunica county.
Philadelphia is one of the cities
which is growing rapidl) with the
influx of Negroes from the South.
Termed a "receiving station." the cits
attracts the Southern immigrant who
remains there some time and then
moves on to other "Northern cities,
usually those in New Jersey or New
York City itself.
WHAT, Philadelphia, broadcasts
"the oldest Negro program" there. It's
Snap Club, on the air Monday through
Saturday from noon to 7 p.m., and
"the highest-rated Negro program" in
Philadelphia. In the past 25 years,
WHAT has established its program
format so that local pe< pie "know
exactl) what program the) arc tuning
in at exactl) what time." It has eon-
ducted "thorough and complete re-
search id the Negro market in terms
of population, income and audience
preference.
KSAN, San Francisco, cites growth
in Negro population there. Since 1939,
the Negro population in the P>a\ area
has increased b) 700%. KSAN, un-
usual for a West Coast radio operation,
programs 133 hours weekly — 'M', of
its schedule — to Negroes. Car owner-
ship is high, one reason being that
main Negroes are employed in indus-
tr\ and a car is needed for commuta-
tion, and 33', of the Negro families
0W n their houses.
Man\ of the Negro markets are
progressive communities which are at-
tracting new industry. This, in turn,
offers more employment to more Ne-
groes, and gains them a higher earning
capacity. WJAK, Jackson, Tenn., re-
ports that in its most recent election,
people in Madison county authorized
the sale of $5 million worth of indus-
trial bonds. The money is to be used
to attract more industry In erecting
▼ .WANN DOES THE LARGEST
^ MAIL ORDER BUSINESS IN W
^BALTIMORE, WASHINGTON,^
▼^ANNAPOLIS, EASTERN ^
% SHORE OF f
^ MARYLAND Jfr
^a AREAS! ^
V
umore
Washington
THIS PROVES IT ALL!
Mail order sales take the guesswork out of
media selection. Here in the WANN tri-
angle, a marketer's dream combining rural
and urban Negro areas, WANN does the
biggest job. That's all you need to know.
WANN
1190 ON THE RADIO DIAL
ANNAPOLIS BROADCASTING CORP.
P. O. BOX 749, ANNAPOLIS, MD.
PHONE COLONIAL 3-2500
Eastern Shore of Maryland
32
SI'ONSOIt M I.IIO IsM |
17 SKl'TKMNKH 1 M.")6
a building to the manufacturer's
specifications.
This particular area ahead) has an
aluminum paint company, a garment
factory, a wood veneering plant, a
meat packing company, two railroad
machine and repair shops, a cotton
oil null and a cotton bagging mill, a
distillery stave mill and three large
lumber mills.
The South is trxing t<> lessen the
industrial gap between it and the
North, and with this lessening is the
tendency for Negroes to remain in
Southern town- as new job opportuni-
ties open up.
As the Negro income goes up, the
standard of living and the educational
levels rise. With the over-all gain in
these realms, the Negro becomes a
more stable, responsible and integral
member of the business community.
SPONSOR asked Negro-appeal radio
stations where they got their market
(lata. It also suggested the possibility
of radio stations working in coopera-
tion with local Negro colleges to col-
lect and analyze Negro market infor-
mation, such as income levels, buying
habits, intention to bu\ .
Most of the stations seemed to
think this a workable idea, providing
there were Negro colleges located in
the area. Some stations have already
used facilities and personnel of such
colleges. WMRY, New Orleans, has
worked with the marketing department
of Dillard I niversity, and is contem-
plating another project during tins new
school year. WYOU, Newport News,
is planning a project with Hampton
Institute because 55% of its city resi-
dents are Negro. WITH, Baltimore,
has worked with Morgan State College,
while KCOH, Houston, has collabo-
rated with two schools. Prairiview and
Texas Southern University.
WJAK, Jackson, Tenn., offers its
facilities to journalism students at
Lane College, and WDAS, Philadel-
phia, cooperates with the staff of
Lincoln University in the exchange of
ideas on the Negro market. WGIV,
Charlotte. N. C, has conducted several
such projects in the past, and is now
formulating another plan with Carver
College and Johnson C. Smith Univer-
sity.
The more usual sources for market
data for anv station are those used
by WLOK, Memphis, which goes to
the Chamber of Commerce, the Urban
League, the Better Business Bureau,
the Tennessee Department of State, as
well as other local and national soui
It is a 100% Negro-appeal station,
scheduling its shows from 5 a.m. to
7 p.m. It's schedule is entirely li-k
jockey, with 60% devoted to ih\thm-
and-blues and 40% to spiritual.
KWBU, Corpus Christi. Texas, from
time to time hires such local research
firms as Consumer & Opinion Surveys
of Corpus Christi to research a prob-
lem. Another activity it has is con-
tinual contact between station man-
agement and its Negro talent, and s e
67 local Negro groups. These groups
counsel the station on its programing,
and aid with merchandising in behalf
of station accounts.
Many stations are able to get figures
on the type of products Negroe- I ui \
and the brands which they prefer.
\\ EDR, Birmingham, as typical of
these stations, reports that 94% of
the Negro families in its area use a
deodorant, 97%, instant coffee; 91%,
powdered milk; 95%, canned corn;
36%, cigars.
Market variations: The national buy-
ing potential of Negroes is estimated
LEADING NATIONAL RATING
SERVICES GIVE WHAT
TOP NEGRO AUDIENCE
THE TRUTH ABOUT NEGRO RADIO IN PHILADELPHIA
UHA1 talks to more Negroes Chan airj
station south of New \oik City. The 13
year acceptance of more than a HALF
Mill ION NEGROES has boosted V\ll \ I
Minims up to sonic network stations.
No nther local station, network or inde-
pendent, can delivei »i many Negro buy-
ers so inexpensively. Lowest cost per
dollars spent, now enjoyed by a multitude
cit national as well as local accounts.
WHAT is the only Negro station, regard-
less of power and directionality, whose
signal reaches every Negro neighborhood.
I lie highest non -directional AM tower in
Philadelphia.
• WH \ I I \l offers
lidclily I M Negro
watts)
• \\ II A 1 offers the most complete REAL
MERCHANDISING bonus ever developed
Ini the local Negro market.
• \\ll\l is the only local station with a
Fulltime seven daj Negro broadcast sched-
ule. Established top Negro personality
salesmen catering to even ''Be group and
income bracket.
• WHAT is the only local Negro station to
win Mi (.alls (.olden Mike Award. . . "In
recognition of performing the greatest pub-
lic service in broadcasting programs to
promote a better understanding of the
needs and problems of the Nemo com-
munity of Phila."
Philadelphia's only high
piogiam sen n e. i '.'0,00(1
Represented by: Stars National Inc.
Philadelphia 31, Penna.
j
SPONSOR NEGRO ISSUE
17 SEPTEMBER 1956
33
al vl() billion, but the local buying
potential varies enormously.
In Washington, 1). ( '..' W I ST re-
ports total spendable income of Ne-
- is S WO million in the District
and $500,000 in suburban areas. The
median income for the Negro is
§3,900; for the white, $5,200. 25' i
of all Negro workers earn from $5,000
to $6,999; L8%, from $4,000 to $4,-
000 to $4,999; If, . from $3,000 to
$3,999; IV, . from $7,000 to $9,999;
each, from $2,000 to $2,999 and
under $2,000; 8%, 10,000 and over.
In Baltimore, which has about 500,-
DDII Negroes in the coverage area,
\\ EBB knows these market character-
istics: "there is a tremendous amount
"I industrial employment for skilled
labors," "Negroes are getting an op-
1 mi units to live much better than ever
before" because of new housing ac-
comodation-, '"more and more Negroes
are finishing high school." the "buy-
in- potential is on the upgrade in
tremendous leaps and bounds every
single year.
\nd in Houston, reports kCOll.
',.'!.')', id the Negroes own cars. The
i il\ "offers a tremendous job potential.
with good income. White and Negro
salaries compare very favorablj with
:he Negro getting perhaps si. IKK) less
than the white collar workers."
In Charleston, S. C, Negroes com-
prise 45.2% of the population, reports
WQSN. But this same proportion of
the population consumes 73.7% of all
patent medicines, buys 44.1% of the
clothing, 43' < of tobacco products,
45% of all foods. The high food
figure is partially attributable to the
fact that main Negro women are em-
ployed as domestics and, as such, they
do a lot of the buying for white
families and control the brands of food
purchased.
Main radio stations are hiring Ne-
gro time salesmen and Negro consult-
ants, in addition to Negro talent.
WGES, Chicago, typifies the trend. It
has six full-time Negro men selling
time in the Chicago area.
Most Negro-appeal stations long
since have hired Negro performers.
But even these well established stations
are hiring more Negro performers and
more Negroes to work behind-the-
scenes at the station. The entire an-
nouncing staff at WSID, Baltimore,
is Negro, and the station schedules
several Negro news shows.
Now ... the Top Hooperated daytimer
in the rich
,000,000 + Dallas-Ft. Worth Market
: Negroes call KNOK their station
: Whites give KNOK second
preference in Texas' lushest market.
John Pearson will supply the details.
1950 census figures
Use of a Negro air personality has
long been advocated h\ WTOD. To-
ledo. It recommends "for good results
in Negro programing, use a Negro
personality and find out what the
community want-."" It used a white
announcer when it started to program
for Negroes several years ago, and
"we didn't get the right response be-
cause we didn't have the pulse of the
communitj .
It now uses a personalis well known
in the Negro community. "Commer-
cials are carefully screened for the
-how. using a different approach than
for the usual announcement, and re-
sults are always satisfactory. We have
found that slapdash programing to
an\ group does not pay off, nor does
it perform any community service,
which is the civic responsibility of
the broadcaster."
All technicians and announcers at
WMOZ, Mobile, Ala., are Negro. Its
coverage is some 215.000 Negroes in
Southern Alabama, Northern Florida
and Southwest Mississippi, providing
"the Negro with a station where he
can express himself religiously with
educational programs and with enter-
tainment where thev now have a fuller
life."
WLOl . Louisville, works on this
theory: "Who knows what appeals to
Negroes better than a Negro?" As a
result, the staff is 70% Negro, includ-
ing "all air people, the program
director, the cop\ department. Says
William Arthur Selley, Jr., vice presi-
dent and station manager, "We pro-
gram what Negroes arc interested in.
including their new-." lie has a full-
lime Negro salesman and a full-time
Negro public relations director.
Listener characteristics: \\ hat are
-nine of the things which characterize
Negro listeners?
"Negroes are the most loyal and
responsive of all audiences," reports
K VIZ. St. Louis. Mo. \- a result, we
are very careful about misleading
statements b\ advertisers. Mam times
we have cautioned an advertiser about
living up to his cop) . and in a few-
instances we have cancelled those who
w ill not do so."
Programing at \\ XOK, Baton Rouge,
is about e\enl\ divided between
rhythm-and-blues music and spiritual
music. ^ el "spiritual fans are more
sincere than r and b or hillbilly fans."
An example of listener impact comes
34
MMAMIII M (.HO I--1 I
17-1 l'TKMHKR 1956
from WILY, Pittsburgh. Terming the
citj "peculiar, in that merchants do
not promote in depth nor with the
imagination used in comparable mar-
kets," Manager Ernie Taimen adds
"when a merchant does apply a spec-
tacular technique in a promotion, the
response is spectacular."
Last February, the station proposed
a George Washington birthday sale
promotion to a new appliance firm,
Discounts Inc. The l>u\ : d(l announce-
ments at the rate of 20 daily for the
three da\s preceding the 22 February
sale. Listeners were told the doors
would be open at 10 a.m. that morning.
The temperature dropped to below
freezing, yet at 0 p.m. the evening
before 60 people were waiting to get
one of the radio specials. By opening
time on the morning of the sale, there
were 000 people in line. This was the
<>nl\ advertising used — and the crowd
netted the advertiser a front-page story
in one newspaper and a picture spread
in another.
Most of the radio stations report an
audience which is largely adult. This,
of course, is the type of audience com-
position they seek, because teens and
youngsters have relatively little buying
power in contrast to the adult group.
WMRY, New Orleans, estimates 75%
of its Xeiii'o listeners are over 21. with
teens comprising about 15% and
voungsters about 10%.
KNOK, Fort Worth-Dallas, has a
similar estimate: 70%, adults; 25%
teens: 5%, children. According to the
local Pulse report. 47.500 Negro fam-
ilies tunc to the station in a week.
\e-io personalities draw7 a consist-
ent (low <>f mail from their fans, and
the quantity is usualh impressive even
without the use of special gimmicks
or mail-pulls. WHNC, Henderson,
N. C, gets an average of 3,000 cards
and letters weekly. \nd, on a special
oiler such as a photo giveaway, it
pulls as main as 69,000 requests.
Merchandising: Almost all stations
offer some kind ol merchandising. A
more prosperous operation, broadcast-
ing in a community with a large num-
ber of Negro families, will offer such
extensions of merchandising as store
audits and shelf checks. Other stations,
operating on slimmer margins, will
offer extra service only if an adver-
tiser requests it or if the size of the
contract makes such an investment
in time and personnel worthwhile.
Typical promotional features are
offered clients l>\ \\ \Ok. Atlanta.
\iiiiin- il- "extras": announcements
in the >i\ Negro theatres, with re-
corded plugs bj station personalities
beard at the end of each feature film:
ads in the local Negro paper; mailings
to the trade: product displays in gro-
cery or drug stores, arranged by the
station's promotion man: product
giveaways al weeklj remote broad-
casts, originating on the stage of a
theatre: display ol sponsors' products
in station studios from which a nightly
three and one-half hour show is broad-
casl before the regulai studio audience.
WMR1 . New Orleans, has what it
calls its MP (market penetration)
Plan, which includes merchandising in
stores catering primarily to Negro
( ustoiners. special research through the
station's Hostess Service, special dis-
i la\ material, support through news-
paper ads and advertising on large
attraction board- which fronl the
WMRY Building and which are seen
by 80,000 persons daily. The Hostess
Service conducts consumer studies,
w it li analyses of product preferences
and product standing in the market.
Iiooper-Snooper, Tumpfcn Tie
Where do the actual jfaures lie?
We're qood on Tulse, ijou see, mu jriend
We act results, and that's the end.
Roberf "Browning" Meeker, Pres.
Robert "Browning" Mulvey, Comm. Mgr.
TIME BUYING IS POETRY WHEN YOU
BUY KCOH AND HOUSTON'S
$960,000,000 NEGRO MARKET
KCOH has continued for four years to lead all other media in
coverage of this vital economic segment of the Houston market.
Over 391,000 Negroes with an annual spendable income of
$960,000,000. This audience is yours when you buy KCOH.
More coverage and lowest cost per thousand makes KCOH your
best buy.
FIRST all Negro station in Texas
FIRST in Pulse rating
FIRST in Results
FIRST in public service to the Negro market
WRITE TODAY FOR OUR FREE DETAILED REPORT
ON HOUSTON'S NEGRO MARKET
KCOH
M & M Bldg.
Houston,
Texas
National Representatives — John E. Pearson Co.
SPONSOR NEGRO ISSUE
17 SEPTEMBER 1956
35
SPONSOR
GOES
WEEKLY
27 OCTOBER
WITH A
FOUR-POINT
EDITORIAL
PROMISE
1. essential reading
2, useful reading
3. fast reading
4, easy reading
A complete weekly wrap-up
in depth for very busy executives.
WWRL, New York, which started
programing to Negroes in 1940. has
been on the air 30 years. It nets some
0.000 letter weekl\ from Negro listen-
ers, and gains about 35c/c of its reve-
nue from the sale of Negro-appeal pro-
grams. It maintains a close relation-
ship with the Negro community, and
with Negro businessmen.
Its merchandising services include
in-store displays, shelf checks and
item promotion in 500 WWRL Stores,
on-the-air contests which require the
listing of the advertiser's product name
on each listener entry, release of pic-
tures of the station personalities to
salesmen in the client organization,
circulation of such special promotion
as 10,000 shopping bags featuring a
local program, visits to jobbers and
personal appearances. The station
maintains four full-time merchandising
men who cooperate with retailers,
druggists and food stores particularly.
Selling: An increasing number of
radio stations are making direct calls
to agency buyers and account people,
and to executives at the client com-
pany. This technique supplements
activity of the national station repre-
sentative, and pinpoints a specific sales
recommendation to the local market
needs of a national or regional adver-
tiser.
Desk presentations are made to
timebuyers bj W.ll.l), Birmingham,
which also has an average of 14 mail-
ings to timebuyers every year.
For the past three years, WDAS,
Philadelphia, has been showing an
elaborate Negro presentation to clients
in the East. Prepared in cooperation
w ith a Negro consultant and research-
er, the over-all Negro presentation pin-
points the Philadelphia Negro market
in such terms as (It residence. l'\
Census tract; (2) proximit\ to food
and drug stores; (3i population den-
sity; (4) average rents and value "I
houses which are owned; (5) employ-
ment; (6) income.
WDAS offers a national advertise]
such pluses as a trade mailing to stores
stocking a specific product, setting up
in-^tore displays, urging grocer co-
operation in pushing the displayed
item, getting distribution in new stores,
-ur\c\inu the product in relation t<>
the competition.
The hinge on which the sales door
swings is community relations. If a
Sl-ONSOH M CIIO ISSI I
17 SEPTl mi:i k 1956
TOPS
m
NEGRO
Listening
Coverage
Merchandis ing
in Washington, D. C.
Metropolitan Area
WOOK
in Baltimore Metropolitan
/
rea
WSID
in Cleveland Metropolitan
irea
WJMO
in Norfolk Metropolitan
irea
WYOU
in Richmond Metropolitan
Area
WANT
Also
KANV WCLS
Shreveport
Columbus
WBUD
Trenton
Phone or write
UNITED BROADCASTING CO.
Plaza 59145—270 Park Ave., New York
Randolph 65464 — 75 E. Wacker Dr.,
Chicago
Jackson 57841 — 502 Mortgage Guaran-
tee Building, Atlanta
Station works for and gets conimunitv
identification, it is a cinch to get
listeners, then sponsors, then sales.
There are many components to bet-
tering community relations. KOK'i .
Little Rock, hires a full time public
relations man and a Negro consultant.
Two years ago, WHAT, Philadel-
phia, received the McCall Magazine
Golden Microphone award for "per-
forming the greatest public service in
broadcasting programs to promote a
better understanding of the needs and
problems of the Negro community."
It hired its first Negro stafl announcer
in 1942, and it now has five in top
program spots. One of its program
innovations is Talk of the Teens, han-
dled by high school students and mod-
erated by a Negro high school teacher.
Sooner or later, the station claims,
every Negro high school student tunes
to the half-hour Saturday morning
broadcast. The show averages 300
pieces of mail weekly.
Teens are a big part of the com-
munity relations program of WSID,
Baltimore. The morning man. Kelson
Fisher, asks kids to the studios on
Saturday. They throng to the station,
answer phone requests, read dedica-
tions on the air, introduce songs, sing
jingle station breaks they've written.
Says Helen Wherley, traffic and pro-
gram manager, "To the unimaginative,
this might seem like complete confu-
sion. However, we feel that in some
small way we are helping to combat
juvenile delinquency, for here the
youngsters are gathering together un-
der proper supervision and since it is
their program they enjoy it to the
fullest.
"Some of these fine young people
may be active in the field of entertain-
ment or advertising in the years to
come. It's a fine thing to help shape
young people along creative lines so
that in time they can decide for them-
selves how to apply their natural apti-
tude in their chosen fields."
As the Negro market grows, more
and more stations are taking to the
air as Negro-appeal outlets, and main
regular stations are switching to this
type of programing.
One of the newest outlets is KOK l ,
Little Rock, Ark., which has a mid-
October target date for taking the air.
It's affiliated with WOKJ, Jackson,
Miss., and is managed by John Mc-
Lendon. The 1 kw daytimer will main-
tain an all-Negro staff and appeal to
160,000 Negroes in the trading area
For Best Results
Use Vitamin
DEE
On Station WSID
In Baltimore.
Mary Dee comes to
Baltimore. Mary Dee has
been long recognized as
one of America's outstanding
Negro personalities. She
is moving to WSID where
she will have her own show
known as "Movin Round
with Mary Dee". If you know
Mary Dee you know she
is tops. Sponsors who have
used her and have been
identified with her shows in
other markets, rave about
her and you will too.
FOR THE FACTS,
TALK TO YOUR U.B.C.
REPRESENTATIVE.
SPONSOR NEGRO I-M I
17 SEPTEMBER 1956
37
and 1st in every
Survey
1955 O'Connor
1956 Hooper
MISSISSIPPI'S ONLY NEGRO STATION
Call McGillvra
For The WOKJ Story
v, ill) a schedule of male and female
disk jockeys (50^5 of total schedule),
religious music and sermons and daily
devotionals (30^5 I, agricultural and
educational programs (3%), news
(8^5 ". Forums and discussions (8%).
Groups: There are several broadcast-
ing "roups which program to Negroes.
The largest of these is the Ke\ stone
Broadcasting System, of which Sidne\
WoH is president. KBS. since July
L955, has sold its Negro Network Divi-
sion ot 343 stations as a package to
national advertisers. \t this point, its
stations cover 85* < of the Negroes in
I he "Southern area of concentrated
coverage" and .">.">', of all "Negroes in
the U.S. Both figures allow for a 7' ,
increase over 1950 Census figures.
KBS. according to Woll. "is making
plans to expand the Negro Network
Dixision's over-all coverage"" with the
addition ol new affiliates and addition-
al -ales to national advertisers. Noel
Rhys, vice president, reports a dozen
national accounts are buying the net-
work to reach both Negro and white
listeners, and several have signed onl\
to reach the Negro population. KBS
i> the only non-wired or transcription
pel work in the country.
Kins characterizes the Neg] ar-
ket in this way.
"A national advertiser need- special
eop\ to tap the vast and increasing ex-
panding Negro market, which has an
ever rising earning capacity. The Ne-
gro customer is discriminating, and he
buys the best of everything. He's
willing to pay for the \er\ best on the
market, and quality counts a lot. It's
a mistake for the national advertiser
to take for granted that price is the
dominant factor.
"Mow fast is the market growing?
Well, three wars ago then were per-
haps KM) national advertisers who in
one \\a\ or another were interested
in lhi> expanding market. B\ the end
of 1957, there will he 300 to 400 na-
tional ad\citi-ci- who will leel the\
must appeal to the Negro population,
wherever it is, with a message specially
designed to lap this mai kcl. '
Three years ago, there was the firsl
and short-lived National Negro
Network, a group ol stations in 43
major Negro markets which was sold
a- a package to national advertisers.
Bu) ci - boughl segments ol a da\ time
serial, Rub1) I alentine, or adjacencies
■II VVV '//
Negro Station
begins
broadcasting
To The
72,000
Negroes of
Greater
Little Rock
( /i of the total population )
OCTOBER 15
Call
NOW!
1000 WATTS 1440 KC
LITTLE ROCK
38
SPONSOR NEGRO ISSUE
17 SEPTEMBER 1956
In South Carolina
only two stations
program 100% for a
vast Negro Audience
of almost 1,000,000
WOIC
Columbia, S. C.
1470 KC 5000 W
Walker Representation Co., Inc.
WPAL
Charleston, S. C.
730 KC 1000 W
Forjoe & Co., Inc.
Southeastern Representatives
Dora-Clayton Agency
'z-ST A GOLDEN HORN STATION
SPEIDEL-FISHER
My BROADCASTING CORPORATION
In il. The network was disbanded
after about a year, bul plans for its
re-formulation are being made by its
former president, Leonard Evans.
Evans, who has his own consultancy
business in Chicago and who i> an ac-
count executive at Vrthur Meyerhofl
advertising agency there, hopes to re-
vamp the program and the sales struc-
ture and get the network back into
operation earl\ next \ear. Most of the
programing would be transcribed and
produced especially for the network in
New York. Some special shows, how-
ever, could originate live and be fed
to the network affiliates.
0. Wayne Rollins owns several ra-
dio and tv properties, of which three
radio outlets are programed to Ne-
groes: WNJR, Newark-New York;
W'BEE. llar\e\ -Chicago, and WRAP,
Norfolk. A fourth, WGEE, Indian-
apolis, takes the air 1 Oct.
Says Rollins: "There are two rea-
sons why Negro radio has such un-
limited possibilities now and in the
future.
"First: the fact that the Negro is not
content and is constantly seeking ways
and means to improve himself makes
him very receptive to advertising that
shows him the way to accomplish this
improvement. If Negro radio stations
so program their stations to reach the
Negro — and particularly the buying
part of the Negro audience — they will
have success stories from their spon-
sors. This, of course, means success
for the station.
"Secondly: the Negro population is
concentrated in the metropolitan areas,
and each day becomes more concen-
trated as the moving trend from rural
areas continues, and there are so few
advertising media directing their ad-
vertising to this concentrated audience
which makes it possible for the adver-
tiser to get undivided attention. There-
fore, the ability of Negro radio to de-
liver the advertising message to a re-
ceptive audience at a verj low cost-per-
1,000 certainly fills an advertising
need. I do not believe that we have
even begun to take advantage of this
opportunity as radio station operators,
nor has the advertiser even scratched
the surface of this concentrated mar-
ket potential."
Richard Eaton of I nited Broadcast-
ing Co. represents five radio stations
which program to Negroes exclusive!] :
WOOK, Washington; WSID, Balti-
more; WJMO, Cleveland; WANT,
IXMl
New York's No. 1
Station for America's
No. 1 Negro Market
Dr. Jive"
O,,,- of » H RL's
sales-producing
personalities
WWRL has a larger audi-
ence in the 1,100,000 New
York Negro Market than
any other station — network
or independent.
WWRL moves merchandise
FAST . . . that's why more
and more national advertis-
ers are using WWRL's great
Negro audience shows to
outsell all competition.
They include:
Camel Cigarettes
Carolina Rice
Coca Cola
Carnation Milk
Heinz Baby Foods
Aunt Jemima Flour
Rheingold Beer
Italian Swiss Colony Wine
Discover today why WWRL's specially
designed programs plus sales-
creating station merchandising can
produce greater sales for you in New
York's one million Negro market —
at a cost of 12c per thousand listeners.
Pulse Reports on request.
DEfender 5-1600
in New York City
at 5,000 Watts
1X1:11
SPONSOR NEGRO 1»M I
17 SKPTEMBKR 1956
39
Dallas, Tex.
NATION'S 12TH LARGEST
MARKET
-315,000 Colored— In-
Trade Area
KGKO
5000 Watts 1480 On Dial
Offering
"The Top DJ"
"Tony Davis
Shows"
"Rock Festival"— 9-1 a.m.
Nitely
'Spiritual Hour"— 7-8 a.m.
Sunday
OTHER SHOWS SOLD OOT
Only
Negro
IVi sonalit\
"" DALLAS
RADIO
Phone: Fairdale 6441 — Collect
< h : \\i-i \ -Knodel, Inc.
New ^ ork -Chicago — Atlanta
Dallas Los Angeles
Richmond, and WYOU, Norfolk. \ a.
The) are all 100% Negro-appeal, and
man) of the staff is Negro i including
managers, chief engineers, program di-
rectors and salesmen I .
Says Eaton: "We feel most en-
couraged about the growing interest in
Negro radio, both national!) and local-
Is. We have more accounts buying
than ever before, and we are 90%
S.R.O." UBC stations cover an esti-
mated 18% of the total Negro popu-
lation, based on corrections to the 1950
Census Bureau material.
John E. Pearson Co. represents 13
Negro-appeal stations covering some
'■'' of the Negro population (see
separate story, page 9i.
The OK station group includes five
outlets, WBOK, New Orleans; KYOK,
Houston; WLOK, Memphis; WXOK^
Baton Rouge, and KAOK, Lake
Charles, La. Jules J. Paglin, president
of the OK Group, reports the stations
cover a potential audience of 1.5 mil-
lion Negroes, 10% of the total Negro
population as based on the last Census
report.
This year, Paglin says, "national ad-
vertisers have come to a greater reali-
zation of the value of Negro radio, and
are rapidly realizing that there are
few places they can go for increased
sales to meet the rising cost of opera-
tion. They must seek out new con-
sumer areas they have not formerly
reached to get their increased sales.
They are learning that the Negro does
not respond to this general mass push
thai reaches the middle class general
audience, and that the Negro must be
reached with a specific appeal that has
his type of copy approach and his type
of preferred programing.
"The Negro is not ordinaril) a print
media reader. He prefers to get his
education, information, entertainment
and news from radio. Negro radio is
growing, but it is only possible b\ de-
livering to this specialized audience
new and more intensive idea- In create
an awareness among these people that
radio serves them better and more ef-
fectivel) through their own people in
giving them an honest and truthful
story."
There are si\ Negro-appeal stations
in the Rounsaville Group. They are
WCIN, Cincinnati; \\ LOU. Louisville;
\\ MI'.M. Miami Beach; WOBS, Jack-
sonville, Fla.; Wink. Tampa. Fla.,
and WSOK, Nashville. * * *
WANTED
SPONSOR needs a live-wire pro-
motion/business manager for its
ad department.
Now that SPONSOR is going
weeklv 27 October, our expan-
sion blueprint calls for an alert,
experienced promotion business
manager for our busy sales and
advertising department. The man
we need is alert to opportunities
for increased sales, a sales stim-
ulator, an experienced idea-get-
ter, and a good administrator.
Some of his kev requisites will
be the abilitv to provide strong
sales ammunition, to take an in-
ternal load off the sales man-
ager's shoulders, and to initiate
constructive projects. Hell head-
quarter in New >nik. This is a
brand-new job at SPONSOR—
and a choice opportunity. Please
I! I >ll full details including
salarv requirements.
BOX 917, SPONSOR, 40 E. 49,
NEW YORK 17
in
SI'ONSOH Mi.FiO lssl 1.
I , sum 1 Mill K 1%6
KPRS
is the KEY to
Kansas City's 127,600
Negro Market
SALES RESULTS PROVE IT!
ITALIAN SWISS COLONY WINE
"Sales in ten months with KPRS from
zero to 57% coverage and 25% of
available market business."
AUTOMOTIVE SUPPLIES
"Use of KPRS our finest method of ad-
vertising. Shows loyalty of listeners
to station advertisers."
(U.S. Royal Tires)
JEWELRY
"KPRS has brought us more new cus-
tomers than all other media used. Saved
us 7.3% of advertising budget."
CLOTHING
"After 21 years as a radio advertiser
we find KPRS outpulls all others in ac-
tual business and in cost."
TIRES
"Switching from two local stations to
KPRS achieved our greatest sales re-
sults with only 2.8% expense."
(Goodyear & Penn. Tires)
The ONLY station in the rich Kan-
sas City Metropolitan area beamed
exclusively to the Negro Market . . .
•
KPRS
1000 W. — 1590 KC.
Kansas City, Missouri
Represented nationally by
Joseph McGillvra, Inc.
3. SIGNPOST
(Continued from page 9)
4. A fact sheet indicating the com-
bined market data of all the Pearson
stations.
This national data is supplemented
with regional and local information.
Each of the Pearson-represented sta-
tions will be outlined in fact-sheet form
as to growth <>f the market, education,
occupation, estimated purchasing pow-
er, median income and age distribu-
tion.
The final presentation section takes
the form of retail trading area maps
which include individual market sta-
tistics and on which the millivolt con-
tour pattern of each of the 13 radio
stations is superimposed.
This study is the kick-ofT point for
organization of the stations into a pack-
age for buyers. Pearson plans to meet
with the station managers this month
and to present a one-contract sales plan
which offers national advertisers a po-
tential audience of some eight million
Negroes.
Pearson explains: "We'll propose
the stations keep the same rate they
now have. We want to sell the buyer
on the basis of this mass coverage by
signing one contract and paying with
one check. How much the package
will cost, or how we will process the
contract and the check, we don't
know."
Many of the stations represented bj
Pearson have long compiled local mar-
ket data to back up their sales argu-
ments to prospective sponsors. Out-
standing among them is WDIA, Mem-
phis, which has taken a leadership role
in the Negro community life there. It
sponsors such things as free movies,
a Negro Mardi Gras, Little League
baseball teams, a school bus for crip-
pled Negro children (see picture page
3 1 .
And "I'll wager WDIA had 170 dif-
ferent national advertisers on the air
between 1 April, 1955 and 1 April.
1956," says Pearson. "Memphis is an
outstanding success, but it just didn't
happen. Any other major market sta-
tion can do the same, but it has to
know its local market and program
to it."
He cites a station scheduled to go
on the air next month as an example
of "a natural to succeed." WCHB,
Inkster-Detroit, will program 84 hours
weekly as "Michigan's only 100%
Negro station." It's owned by Dr.
601,990
NEGRO LISTENERS
EVERY WEEK (cpa)
WLI B
RATING
(8.2 PULSE)
Highest in history of
N.Y. Negro radio audience
ratings- MARCH '56
|X WLIB has more Negro
listeners than any other
New York radio station
—network or independent.
i> WLIB is the only station
with studios in Harlem.
If you want to sell the
N.Y. Negro Market
CALL* WRITE • WIRE
HARLEM RADIO CENTER
2090 Seventh Avenue, New York 27
MOnument 6-1800
SPONSliU Ml. ii() i>M I
17 SEPTEMBER 1956
II
Hale) Bell, a practicing dentist there
for >\ years who has long l>een iden-
tified with the Negro community and
as a leader of it.
W < '111! is the most recent addition
to the Pearson lineup.
Others: \\<)\. New York; \\ W'CA,
Gary, Ind.; \\ Dl \. Memphis; \\ DAS,
Philadelphia; KCOH, Houston; KNOX,
I ort- Worth-Dallas; WEDR, Birming-
ham; KXLW, St. Louis: WMOZ. Mo-
l.ile: WMFS. Chattanooga; WQSN,
Charleston, S. C, and KXLR, Little
Rock, Ark.
Pearson has created two new job as-
signments to back up its heightened
activit) in the Negro market. In New
"i oil. Dick Allen. formcrh with Kadio
Advertising Bureau, has been desig-
nated head of the new business and
sales development department. In Chi-
cago, Frank Reed, veteran Midwest
manager of the company, has been
promoted to the same type of develop-
mental assignment. They will \ isit
agencies and clients, presenting the Na-
tional Negro market story and the
stories of the I .'-> stations. * * *
4. NATIONAL CASES
(Continued from page 10 i
food store group and Wieboldt's de-
railment -lore. Webb is interested in
maintaining a steady growth in Negro
acceptance and purchase. One of its
primarj aims: to reach the migrant
Negro family, a major factor in
Chicago's population picture. It is
estimated some 8,000 Negroes move to
the city every month.
(.united fish: Maine Sardine Indus-
try, Augusta. Me. is comprised of a
group of packers of domestic sardines
caught in the waters off Maine. The
account is handled by BBDO, Boston.
\ Ion- time Inner of Negro radio, the
account now sponsors minutes and par-
ticipations at the rate of 10 to 12
weekl) on each of 07 stations in more
than ~)ii markets.
G. \\ right Briggs Jr.. radio and l\
director of BBDO in Boston, explains
the account's advertising approach
llii- waj :
"Maine Sardines is anxious I" reach
the \' gro audiem e because X.-i <>es
have in the past proved to favor this
l\ pe ol food product to a marked
degree. Spot radio does an effective
job ol covei in- the areas in which a
r< ii portion of the Negro population
resides, rheri an man) stations toda)
which devote either all or a consider-
able portion of their programing to
informing and entertaining Negro
audience-. Obviously, these station-
are the best for our purpose. Likewise,
television saturation is still not exten-
sive enough in the Southern area to
warrant the use of that medium as a
general thing for this purpose."
Although minutes and participations
are standard, Maine Sardines' sched-
ule sometimes includes chainbreaks.
I his choice is determined 1>\ availa-
bilities and the type of station being
purchased, the latter including "a
g I mam clear-channel, wide-cover-
age stations as well as those with
specialized Negro appeal." The client
prefers announcements to be scattered
from Tuesday through Friday, usu-
all) from 9 a.m. through 4:.'J>0 p.m.
liriggs. discussing programing, says:
"Well known personality t\pes are the
best vehicles to carry the sponsor's
message to the Negro audience. With
radio programing as it is today, at
least a modest announcement satura-
tion in the daytime hours will reach
the housewife to best advantage."
lieer: Stag Beer, made by Carling
Brewing Co., St. Louis, approaches the
Negro market with this concept. "We
treat Negroes as people, absolutely no
differently. We use the same commer-
cials we use in the white-appeal adver-
tising." So says Joseph B. Benge,
account executive on Stag at Frwin,
Wasey & Co., Chicago.
The regional beer has a five-state
distribution area: Illinois, Missouri.
Tennessee, Arkansas and Oklahoma.
Its Negro-appeal radio schedules are
limited because "we think we cover
colored people with regular media.
We know Negroes listen to other than
all-Negro stations, and we buy Negro
radio as supplemental."
Stag maintains a continuous adver-
tising schedule, but peaks its various
media according to season. Radios
seasons: spring and summer. Tran-
scribed announcements are released by
the agenc) in 20- and 60-second varia-
i ions.
Margarine: G I Link Margarine a
I evei Bros, product, bins Negro radio
in a few selected sales areas.
"New Orleans i- one of its most
productive markets, says Jim McCaf-
fic\ . timebu) ei at ( >gih j . Benson &
Mathei agenc) . New ^ ork. There
seem to be two main factors. I he ratio
ol Negro to white population is high
there, and New Orleans radio offers
"unusuall) good" on-the-air salesmen.
The client likes the fact that there is
a heavx white tune-in to the rock-and-
i «>ll shows in which Good Luck buys
participations.
Chewing gum: Wrigley's Spearmint
Gum, made b\ the \\ illiam Wrigle)
Jr. Co., Chicago, and serviced bv the
Arthur Meyerhoff agency there, buvs
Negro-appeal radio in more than 40
selected markets. The total number of
market- i- understood to range as high
a- (ii! to 70 at certain times.
\\ rigle\ started n-iii" Negro radio
for the first time in 1953, when it
purchased the National Negro Net-
work of I! stations. It bought adja-
cencies following the daytime serial.
Ruby I alentine, using such phrases
as these in cop) : "'refreshing, delicious
treat freshens cool and clean — re-
laxed pressure of a rough dav — chew
Spearmint ever) day."
According to Henr\ Webster, vice
president and secretary of the companv
who served as its advertising manager
for mam years, Wriglev chooses its
broadcast time according to individual
market tastes. Minutes and station
breaks are purchased as early as 5
o clock in the morning. The usual
frequenc) is one announcement daily,
five days weekl) on 52-week schedules.
Spearmint copy is especially written
for the Negro audience. Wrigley sends
out transcribed announcements which
feature such Negro personalities as
Sed McCo\ and F.lwood Smith.
Webster, explaining Wrigley's ad-
vertising concept of reaching the
Negro market. sa\s:
"For a long time we didn't want to
advertise to the specialized market. We
figured people are people, and that we
could reach the most people the most
economicall) with a mass medium
lather than -mall, specialized media."'
Field representatives of the com-
pany, however, alerted Wriglex man-
agement to the fact that its general
advertising message "wasn't getting
through with certain groups. And
that s when the gum concern started
using specialized radio, aiming partic-
u Li 1 1 x at the Negro and the Spanish-
speaking audiences.
\n agenC) -poke-man explain- that
the trans* i ibed commercials gain an
audience identification because the)
arc written for the Negro and feature
Negro personalities.
SPONSOR xi (.no i--i i
17 si PTEMBER 1956
WGES
Established in 1924
There are only 10 cities in the
United States with a total
population greater than the
Negro population of Chicago-
land.
Eleven years ago we began a
half hour daily broadcast di-
rected to the Negro population.
Today we devote 11 hours daily.
Why?
The Negro population
of Chicagoland is now
more than 727,500.*
The buying power of
this responsive segment is
immense . . . more than
34 billion dollars.
The personalities to broadcast
your advertising message:
Bill Fields—
6:00 AM to 7:00 AM
Monday thru Saturday
Stan Ricardo —
9:30 AM to 12 noon
Monday thru Saturday
Richard Stams —
12:00 Noon to 1:00 PM
Monday thru Saturday
Al Benson —
3:00 PM to 6:00 PM
Monday thru Saturday
Sam Evans —
9:30 PM to 12:00 midnight
Monday thru Saturday
Sid McCoy —
12:00 Midnight to 1:00 AM
Monday thru Saturday
A Big Market
with
Big Buying Power
in a
Concentrated Area.
SRDS Consumer Markets
WGES
5000 Watts
2708 W. Washington Blvd.
Chicago 12, Illinois
"We wan! a uniform presentation "I
our commercials, because we can then
control the sales message and see that
it is in keeping with the dignit} of the
product. \ lot of times the local
personality has a style which is
undignified even tliouuh lie minlil sell
very, verj well. This policj of dignity
in the commercial presentation adheres
to a long standing \\ riglej policy.'
Shoes: Announcements are bought b)
Thorn Me An Shoes in several major
markets, four of the most productive
of which are New \ ork. Detroit. Haiti-
mote and Philadelphia. The client is
Melville Shoe Corp.. New ^ oik. and
the agency is Ogilvy, Benson & Mather,
same city. The shoe firm prefers par-
ticipations in local personality shows,
especially the disk jockey music and
chatter type of program.
Beer: Rheingold Beer, long a heavy
user of broadcast advertising, this
summer started its first intensive use
of Negro-appeal schedules in New-
York City after working out a step-by-
step formula for reaching the Negro
market over the past three years.
Its specific broadcast pattern was
smoothed out in Los Angeles, where
Negro-appeal radio has been running
for some time.
The beer is produced b\ the Rhein-
gold Brew ing Co., Los Angeles, and its
advertising is directed by Foote, Cone
& Belding, New York.
This bu\ ing pattern typifies the sum-
mer schedule which Rheingold has
been carrying in New York City.
According to Broadcast Advertisers
Reports for that market, based on ra-
dio station monitoring during the week
ending 23 June. Rheingold announce-
ment buying looked like this.
It purchased a total of 88 announce-
ments of which 24 were minute breaks.
50 were participation minutes, 13 were
station breaks and one was a 30-second
participation. The beer, in addition,
sponsored three 10-minute time peri-
ods. Five stations were used.
There was a fairU even spread of
radio business on the first si\ days ol
the week, excluding Sundav. The spe-
cific number of sponsored announce-
ments and time periods. b\ ila\ : Mon-
day, In: Tuesday, 13: Wednesday, 1 1:
Thursday, 16; Friday, 18: Saturday,
14, giving good coverage to each day.
Rheingold prefers daytime lime slots.
with T(> of the ('l bins scheduled be-
fore (> p.m. and onl\ 1 ~> slotted at (>
Pulse
Hooper and
Nielsen
Prove
WAOK
1st in the
Atlanta
Negro Market!
In the full 72 quarter-hour
period surveyed . . . WAOK
leads ALL stations in
Negro Homes with 56 quarter
hours (plus 4 ties).
( Negro Pulse . . .
March-April, 1956)
Latest Hooper and Nielsen
reports also show WAOK
is the number 1 Negro
programmed station.
Remember: WAOK is
Atlanta's Only
Full Time Negro
Programmed Station
and 5,000 Watts
For Availabilities Call
Your FORJOE Man
SI>o\m>h NKC.HO [sM E
lis! I'TKMKIi; ln.">6
43
there's only
ONE way
to reach the
fabulous
NEGRO
MARKET
of Durham -
Raleigh
and Eastern
North Carolina
and that's with
WSRC
Durham, N. C.
"Only station programming
exclusively to the NEGRO
Market."
SERVING OVER A QUARTER
OF A MILLION NEGROES
These top rated Personalities
really do the job. . . .
• NORFLEY WHITTED
• HONEYBOY FORD
• DR. JIVE
TAKE A LOOK AT THE
FACTS
Call our Reps, for a peek at
the new August 1 956 "5 Coun-
ty PULSE" or the new August
1956 "HOOPER"
The Greatest selling station in
America
WSRC
1410 — The hottest spot in
Eastern Carolina
Call RAMBEAU
Southeastern — Dora -Clayton
or after. From (> a.m. until noon there
were 19 buys from noon to 6 p.m., 27.
Breakfast food: Kellogg's Corn
Flakes at this point buys only one
market. Memphis, to reach a Negro
audience. Joe Hall, timebuver at Leo
Burnett agency, Chicago, explains that
Negro-appeal radio has been recom-
mended b\ the agency for next year.
The plan: Negro radio in areas with
"poor tv penetration." Several markets
have been suggested for earlv '57.
Soft drink: Kool-Aid, a soft drink
powder made in different flavors 1>\
Perkins Products Co., Chicago, a divi-
sion of General Foods, uses Negro-
appeal radio in five Northern markets.
Time is purchased by Foote, Cone &
Belding, Chicago, which three years
ago conducted an extensive survey of
radio in Negro markets. Dorothy
Fromherz, agency timebuyer, says the
buying pattern this year is for partici-
pation in programs conducted 1>\
Negro disk jockeys.
This is Kool-Aid's second vear for
Negro-appeal radio and, because of
the type of product, this advertising is
scheduled only during the summer
months. The objective: to reach the
Negro audience in specialized Negro
markets. The results: "a tremendous
sale among Negro families, according
to the sales figures," says Mrs.
Fromherz.
FC&B sends out special radio copy
for Negro-appeal programing so that
local personalities can use their own
I ih rasing, based on fact sheets as well
as on finished commercial copy. All
announcements are one-minute partici-
pations.
Toiletries: Shulton Inc., New York,
through its New York agency, Wesley
Associates, buys Negro-appeal radio in
selected markets. It- kev cities: New
York, Chicago, Detroit and Memphis.
In advertising pattern started with
a Negro radio test in Memphis two
years ago, getting what Joe knap,
media director of the agenc\ . terms
"excellent results in terms of sales."
The initial test was a 13-week cam-
paign from September through Christ-
ma- on behalf of its line of Old Spice
-lick deodorant and after-shave lotion.
The findings, according to Knap:
'The Negro radio schedules brought
strongei results because ol our use of
white stations at the same time.
Negroes gol a double impact from
hearing the Shulton advertising on
general stations as well as on Negro-
appeal outlets.
"As for programing, we prefer par-
ticipations in a personalis show, with
local talent — usually a disk jockey-
handling the live copy."
Live cop) is backed bj a transcribed
Old Spice jingle, a familiar ditty which
was rewritten and revamped for the
Negro market. Daxtime announce-
ments, during the morning and late
afternoon hours, are preferred, at the
rate of from five to 10 weekly. The
pattern is one station per citv.
Says Knap:
"A lot of Negroes have heard our
Old Spice jingle on general stations,
and we get added impact and added
identification from the instrumental
variation aired on Negro-appeal sta-
tions. The disk jockeys get the record
for background, and then we give them
sales points which the\ phrase in their
own words and styling."
Cosmetic: Nadinola (ream, a skin
bleach made by the National Toilet
Co. of Paris. Tenn., is a long-time
buyer of Negro-appeal radio. The
cream is esentially a Negro-appeal
product.
Frank Hakewill. vice president of
Nadinola's agency. Roche. W illiams &
Clean. Chicago, explains that the 40-
\ ear-old product buys twice-yearly
schedules in some 20 markets. The
spring campaign starts in February
and continues into June, and a fall
schedule continues from September
through November. Each seasonal
budget allocation is based on sales
during the previous six months.
The client is looking! for "a 100',
Negro audience." Hakewill reports,
buying an average of one station per
market with a schedule of 60-second
participations and adjacencies. Nadi-
nola prefers participations within
-how- -o that the "name" performer
on a disk jockey or spiritual show, for
example, can deliver the bleach cream
commercial.
\ll commercials are handled live,
with the local performei selecting copy
points from a complete commercial
script which the agenc) -end- out. The
typical station bin is -ix announce-
ments weeklj for the 21 week- \carly
in which Nadinola schedules its radio.
The company has been buj ing
Negro-appeal radio foi some 2" \cars,
and last vear for the first time sched-
uled t\ announcements.
II
SPONSOR M CRO i"*-! 1
17 -IP I I Mill li 1M.")0
As a result of this tv schedule, it
found that the skin bleach was gaining
distribution in stores patronized by
white persons and that some white
people were liming it. This fall, the
company plans to go into seven or
eight tv markets.
Although most of the \adinola radio
markets are in the South, many of the
"better" markets — from a sales view-
point— are in the North, says Hakewill.
He cites New York, Cleveland, New-
ark, Philadelphia and San Francisco
as good Northern areas for Nadinola
sales. In general, all markets are
chosen on the basis of the density of
Negro population.
The budget for each market is set
by F. M. Allen, sales manager and
part owner of "National Toilet Co. He
maintains close contact with all re-
tailers and wholesalers, and knows
where all the sales are coming from.
Drug product: Vaseline Petroleum
Jelly, made by Chesebrough-Pond's.
New York, was recommended a radio
schedule to reach the Negro market by
McCann-Erickson agency in 1953.
Starting that year with an eight-market
schedule, Vaseline Petroleum Jelly
today is buying a 38-station list. Each
station is in a market area of 50,000
or more Negroes.
The jelly, which is odorless, tasteless
and pure, has many uses. McCann-
Erickson attempts to get a great variety
of these uses included in the live copy
handled by local station talent. Negro
radio for Chesebrough continues to be
one-minute participations in local
shows, and these are usually music
programs featuring popular disk
jockeys.
According to Bill Pellenz, timebuyer
on the account, Negro market radio
has proven so effective that Negro
print schedules were dropped this year
in favor of broadcasting. He super-
vises the buying of announcements in
the early morning, afternoon and
evening time periods.
"The most effective use of Negro-
appeal radio." says Pellenz, "is with
local personalities. We give them fact
sheets to work from, because a canned
commercial doesn't ever seem to fit
the personality."
Insurance: Negro-owned insurance
companies have a problem in gaining
consumer confidence and consumer
acceptance among Negroes. Originally,
white insurance companies declined
to accept business from Negroes be-
cause they had a higher mortality rate
and a lower income than whites. This
is when Negro-owned companies be-
gan operating.
In the past years, however, as the
Negro economic level has heltered and
as sanitation measures and personal
health have improved, the white-owned
insurance companies have fought a
competitive battle with Negro com-
panies for the Negro policy-holder.
Today, Metropolitan Life Insurance
Co., for example, is understood to have
more Negro policy-holders than all
Negro-owned insurance companies
combined.
Four national Negro insurance con-
cerns— owned by Negroes and aimed
at the Negro market — are serviced by
the Arthur Meyerhoff agency out of
Chicago. These companies, with the
number of branch offices, include: the
Chicago Metropolitan Assurance Co.,
23; Supreme Liberty Life Insurance
Co., 38; North Carolina Mutual of
Durham, 45; and Mammoth Life and
Accident Co. of Louisville, Ky., 19.
All of these insurance companies
sponsor Negro-appeal radio to gain
acceptance for their salesmen in the
local market. And, as a backstop to
their radio - efforts, the) l>n\
space in ><>-leimed "white" newspapers
to gain Negro reader acceptance I L
theor) is that Negroes, accepting white
persons as expert and reliable in the
realm of finance, v. ill Iran-late that
same acceptance to Negro insurance
companies after seeing theii ads in a
general circulation newspaper.
Each of these insurance companies
buys local-level programing and an-
nouncements, tying the radio effort to
local sales drives which are usually
two weeks long. The four companies
have used Negro-appeal radio for the
past five or six years. The) prefer to
reach an older, more mature prospect
and to do this they sponsor spiritual
shows and newscasts.
In all cases, the buying technique
is designed "to give identit) to the
Negro insurance representative when
he calls on the family. It makes it
easier for him to get beyond the front
door, and into the living room to talk
with members of the family." So says
an agency spokesmen.
The four concerns also bin national
consumer magazines in conjunction
with the radio and newspaper sched-
ules, here again to gain acceptance.
• Exec. V-P A Gen. Mgr
* Station Manager
Gill-Perna — Nat'l. Rep. — N. Y., Chi., L A. & S. F.
SPONSOR NKI.IIII l>>( |,
17 SEPTEMBER 1956
15
WJLD
THE NATION'S
FINEST
NEGRO RADIO STATION
IN THE HEART OF
METROPOLITAN BIRMINGHAM
^ The South's Richest
Negro Market
ir With the Highest Negro
Family Income in the
Southeast
■fa Highest Percentage of
Negro Population of the
Nation's Larger Cities
40 /o of Birmingham's
Population is Negro.
Of the 240,000 Negro
Population —
Half of the Negro families own
their ou n homes
oq/o oI the Negro families own
automobiles
and
All <il the Negro families listen
to the onl) Negro-programmed
station covering Birmingham
I' nil time
\)\\ \M) NIGHT
WJLD
Represented by Rambeau
I H ine: The Chicago area distributor
for Roma wine I made by CVA Corp..
San Francisco, a division of Schenlev
Industries) asked a Chicago consult-
ant on Negro advertising. Leonard
Evans, to help determine its local
ad\ ertising strateg) .
The distributors problem: ill to
make inroads against the sales of a
competitivel) priced wine, which was
preferred b) Negro consumers LO t"
one over the Roma brand, and (2) to
gain new distribution and larger
orders from stores ahead) stocking
the brand.
The formula called for Negro radio
in saturation announcement quantities
during the first six months of this
year. Minutes were scheduled during
two-hour intervals, usually with a one-
hour lapse.
Thus announcements were slotted
between 7 and 9 a.m., 10 to noon, 1 to
■">. etc. (The hours from 3 to 5 p.m.
were omitted because Evans thinks
this is largely a teen-age group.)
Schedules continued through midnight.
A big part of the buv ing plan provided
for inclusion of four or five dealer
mentions on each of six radio stations
every day. This insured dealer as well
as consumer attention. * * *
5. LOCAL CASES
(Continued from paiie 1 I I
ule on WJLD. Birmingham. Ma. \n-
nouncements were aired on the T ro-
nton Puckett program, and integrated
into the continuity. Since the begin-
ning of the drive, Cinderella Shoe
Store reports 100 sales per week to
listeners in Birmingham's Negro mar-
ket. Onl) first-quality and top-fashion
shoes are advertised.
Tv sales-service: Muntz Tv slated a
schedule on \\ IBB. Baltimore, before
the station took to the airwaves. Placed
through Brahms-Gerber Advertising,
the contract ran for a year. Sales suc-
cess was apparent from the outset, says
lark Brahms of the agenev . and at the
end of the year, Muntz renewed. To-
day, company's WEBB schedule totals
100 announcements weekly, plus three
.'.i i minute shows a doubling of the
initial air time purchased on the sta-
tion. I he current annual budget :
more than $18,000. \ special credit
surve) "I WEBB lead- showed onl) a
one per cent variation between white
and Negro people when it came to the
degree ol < redit ri-k. I ost "I \\ I BB
delivered leads "is lowest per call of
anv media used in Baltimore." The
"round" figure: $4.50 per call.
Appliances: Horatio's Esso Service,
Baton Rouge. La., has increased its
radi.. outla) since L953 b) $12,000.
Owner Horatio Thompson debuted as
a WXOK advertiser in 1953 with a
$3,000 annual budget to advertise ap-
pliances. In 1954. the allotment was
$6,000; in 1955. $9,000; this year,
$15,000. Thompson places 12 to 15
announcements per day on the Baton
Rouge outlet. In 1955, the client aver-
aged sales of 14 tv sets and five major
appliances per month. This year's av-
erage: 30 tv sets and 10 major appli-
ances. His estimates for January.
1957: 40 and 15. respectively.
Taxicabs: The Allen Cab Co. im-
proved its business by 33%, and un-
covered some important business sta-
tistics as a result of advertising via
k \TZ. St. Louis. Mo. I he increase of
business came in the first month, and
has continued on the upswing. In ad-
dition, two commercials, geared to re-
cruiting cab drivers, produced 50 job
applicants. Statistics, as reported by
B. \. Foster, v.p. of Allen, are: 80,000
telephone orders per month and an ad-
ditional 75,000 street pick-ups. total-
ing 155,000 orders for cab service.
The average "load" is 1.7 passengers
per order, for a total of 2O.L5O0 pas-
sengers per month. Each passenger
spends an average of 1 1 \ - minutes in
a cab. Further, Foster says, "Our com-
pany began advertising on KATZ in
January, 1955. \t that time we had 55
cabs and our number of passengers per
month totaled 119,000." Radio in this
market had more than doubled busi-
ness for the compan) .
Cars: When this used car concern was
three months old, it began advertising
on one station with a budget of $100
a week. After two week-, it doubled
its schedule. Big Hearted Eddie, a
u-ed car dealer in Birmingham. Ala..
signed for a saturation announcement
schedule on WJLD. Vfter three days,
results were outstanding, according to
the dealer. Mid on Saturda) of the
third week, 21 automobiles were sold
as a direct result of the radio an-
nouncement-. Consequently, the bud-
get was increased to $198 per week.
Furniture: Rogers Outfitters credits
growth of it- furniture business mainly
to \\ NJR, Newark, N. J. \n.l it has
16
SPONSOR Nl CRO ISS1 I
17 -i i' 1 1 Mia R 1956
increased its expenditure 800% in
only three years. No furniture outlet
in Newark had used Negro radio to
am extent, when Rogers placed a mod-
est announcement schedule on the sta-
tion in J 953. Since that time, the
relatively small furniture outlet has
branched out, until now its home office
is a six-story store equipped to handle
the increase in business. It is now one
of the four largest-volume furniture
stores in Northern Jerse\. Most <>l
Rogers' ad budget goes t<> radio.
Loans: The Royal Loan & Finance Co.
operates 58 offices in 11 states. After
using a Negro-appeal schedule on
KATZ, St. Louis, Joseph H. I'ollak of
the company stated: 'The first 12 days
produced 151 loans as a direct result
of KATZ commercials." Satisfied with
the results, compan) renewed its radio
contract.
Automotive: Warren C. De Guire,
proprietor of a San Francisco auto-
motive repairing firm bearing his
name, had his doubts about advertis-
ing to one segment of the population.
Nevertheless, to test Negro radio, he
selected a schedule on San Francisco
outlet KSAN. The $550 per month
schedule bad been in effect for six
months, when l)e Guire reported the
following: '"During the past six months
my business has more than doubled,
and I have had no more problem with
credit than I would have had using
any other form of advertising to reach
the general public."
Cameras: A Jackson, Tenn., photo-
graphic supply company used radio
geared to the Negro market. The meth-
od: advertise an item not displayed in
the store and use radio advertising
only. The Camera Shop contracted
for spot announcements to be run for
13 weeks, four a day across the board,
on WJAK, Jackson. Announcements
featured a camera-flash-case package
for $9.95, regularly priced at $13.95.
In the first 30 days there were 60
sales, higher than anticipated. George
\\ alker, manager of The Camera Shop,
stocked all of the radio test merchan-
dise in a store room so the customer
would have to ask for it.
Construction: The United Construc-
tion Co., Birmingham, Ala., which re-
pairs and remodels houses, selected
WJLD of that city to determine wheth-
er Negro home-owners would be inter-
ested in In mi s home repair credit plan.
Two factors were stressed in the com-
mercials: I 1 ' types of services, such
as remodeling, repairing or adding
rooms and (2) the credit plan tie-in !
with a local bank. As a direct result
ol the announcements, an average of
50 calls per week are received request-
ing that an estimator call. The aver-
age repair job costs $300.
Skin cream: To create a demand for
its $1 per tube skin cream, Artra
scheduled announcements on WOIC,
Columbia. S. C. In addition, the sta-
tion mailed out some 150 tubes of the
product to surrounding drug stores as
a sales aid.
According to Robert R. Bischoff of
the agency bearing his name this prod-
uct was "off the ground" as a result
ol the station's dual effort. Bischoff
cited the following sales: One store
moved more than three dozen tubes of
Artra in the first week of the cam-
paign; another retailer sold M do/en
tubes in the first six weeks. WOIC
was the onl\ medium used in the
Columbia area.
Bischoff cited the following sales:
One store moved more than three doz-
en tubes of Artra in the first week of
the campaign; another retailer sold 14
dozen tubes in six weeks.
Tv-appliances: When Starlite, a
Manhattan television and appliance
store, started out four years ago, Rob-
ert Crespi, its founder, decided to use
a schedule of six weekly participations
on a six-week trial basis on WLIB,
New York. Sales results proved so
successful that the original six weeks
have stretched into four consecutive
years — and the daily participations
expand into more than a $25,000 an-
nual billing. Crespi has seen his sales
volume grow to $1.5 million per year.
Wine: Melody Club Wine had used
only point of purchase advertising ma-
terial when, in early 1955, it was ap-
proached by WSID, Baltimore. Sug-
gested for partial sponsorship were
daytime Brooklyn Dodgers' games.
W itli onl\ part sponsorship of these
games, Melody Club Wine saw sales
increase 1>\ 50', in 1955. and before
the baseball season ended, had asked
for an option on l')5(p reason games
for complete sponsorship.
Sewing machines: C. J. Vermillion,
owner of Peoples Sewing Machine
<fr
WMFS
NEGRO-RADIO
FOR
30%
OF
CHATTANOOGA
TENNESSEE
THE ONLY POSSIBLE WAY TO
REACH 125,000 NEGROES IN
THIS MARKET IS THROUGH
1950 CENSUS
WMFS
REP. JOHN E. PEARSON 00,
lllllllllllllllllllllllllliilllllllllllllllllllllliyilllilllllllllllllilllllliliilllll'illlillll!!!!!:!!!!:;!!
WCLS
1 .OOO WATTS
m
Columbus,
Georgia
NOW . . .
a 100% Negro
Station
•k All-Negro talent
~A All programs beamed to the
Negro audience
if Only all-Negro programmed sta-
tion in this $299 million market
I '.il Negro population reached by
wcls- 198,578
For full details contact:
United Broadcasting Company
\ il ional Representatives
Dora-Clayton Agency
Southeast Representatives
SPONSOR NEGRO issi E
1 7 SI PTEMBER 1956
17
ANNOUNCING
"MAHALIA
JACKSON
PRESENTS"
♦DAILY HOUR PROGRAM OF MAHALIA JACKSON'S
FAVORITE GOSPEL AND RELIGIOUS RECORDINGS
SELECTED AND INTRODUCED BY THE
'QUEEN OF GOSPEL SINGERS"
►
SOLD OUT— CHICAGO -WBEE
SELLING
NEWARK - WNJR; NORFOLK - WRAP
— INDIANAPOLIS - WGEE
AVAILABLE— V
market on hour or V2 hour basis
WRITE-WIRE-CALL"
Mahalia Jackson Enterprises
123 W. Madison — Chicago — Fra 2-1276
FIRST CHOICE
OF SOUTHERN CALIFORNIA'S
300,000 NEGROES
HUNTER HANCOCK'S "HARLEMATINEE
N0.1 IN EVERY SURVEY
77
CC-IPW
The POPular station
10 ^((1 on the dial
5,000 watts serving 6,000,000 people
CC«IP©IP Los Angeles
Represented National!) I>\ llni.nli.i-i lime Sale* • New York • Chicago • San F
ranrisco
Store, Louisville. K\ .. gives the follow-
ing report after using local outlet
WLOU, for the first time. "We spenl
$36 as a trial. The response was ter-
rific. We traced 152 calls directly to
the Negro radio advertising. \v hat's
even more important, we sold $2,500
worth of merchandise to these respon-
dents. This is the hest dollar-for-dollar
results we have ever received from any
advertising."
Food product: The agency servicing
the Aunt Jemima Self Rising Flour ac-
count wanted documentation that the
product was being purchased in New
York area stores as a result of its
schedule on WWRL there. For a test,
the station recommended a 15-minute
segment in a morning spiritual show,
across the board, and an offer of a
flour measuring spoon ever\ day for
two week-. Listener were asked to
send in a flour label to get the free
premium.
The station received more than
4,800 labels, and a mail analysis
showed returns from New Yorkj New
Jersey, Connecticut and Long Island.
Client, as a result, bought an addi-
tional strip with Dr. Jive. Reports the
station: '"Starting with very little dis-
tribution in New York, the flour toda\
has 100% distribution in every groc-
ery store and super market for their
two-, five- and 10-pound sack-. \n.l
sales are at an all time high.
Real estate: The Hollywood Heights
Development Co.. operators "I a new
Negro subdivision in Shreveport, La.,
used a program and announcement
schedule on K \\\ there. The adver-
tiser bought a daily show, supported
with six one-minute announcements
daih for a 10-week period. It adver-
tised new homes costing from s()..>no
to $12,000. The result: sale of 168
new houses, directly traceable to the
radio schedule. Because of these re-
sults, the developers arc expanding the
subdh ision and will build another 100
homes in the $11,500 to $16,000 price
range.
Appliances: \\ MI'S. Chattanooga,
Tenn.. reports this result- storj from
Grant & Merrill T. \ . store there:
". . . \\ ill, one five-minute program
each day, we received 10 leads for a
one-nighl trial of a television set. Each
day we would install a t\ vet for the
lead- furnished bj you, and the next
morning we would close better than
six out of e\cr\ 10." * * *
K-
SPONSOR Nl CRO ISS1 I
17 SEP! EMB1 ii 1956
3 MILLION
NEGROES WITH
REAL MONEY
1/5 of U. S. Negro POPULATION
1/3 of U. S. Negro DOLLARS!
are in these markets # m #
NEW YORK
the OnW ^ Se9^° *
**?*
w**f
\W-
\n
rtfO^'l0n Meo
w*«?
5000 *
CHICAGO
NORFOLK
^^ NOW YOU CAN REACH
THEM AT NEW LOW COST!
(Actually as little as U per thousand!)
• • GET THE FACTS ABOUT THE GREAT
ROLLINS 'SINGLE-TRACK" PLAN
ROLLINS BROADCASTING, INC. New York Office 565 Fifth Ave., EL 5-1515
National Sales Mgr.: Craeme Zimmer Chicago: 6205 S. Cottage Grove Ave., NO 7-41 H
For Bifi
Y«»u\v About
INDIANAPOLIS
See page I
■
FIBST TIME
JEPCO knows
how the
U 1 1 M I i i|i m g
RADIO AND
The complete, factual story
of the 17,000,000 Negro Market of the Nation.
Facts, figures, listening habits, educational factors,
median income, household ownership, everything on paper
that proves that the Negro market is in fact a "market within a
market" that is a "must" for every advertiser.
This is available free to all advertisers, all agencies.
Just call JEPCO's 7 offices throughout the nation and
whatever information you desire will be at your disposal
immediately.
John E. Pearson Company
TELEVISION STATION REPRESENTATIVES
New York • Chicago • Minneapolis • Dallas • Atlanta • Los Angeles • San Francisco
D i*-5*
MISS WJI-CBJ"
SoSocWifov1,
O advertisers use
• 1 I9bb
% Food
dominance
Market figures prove 13.5% more dollars
are spent for food in the Grade B area
of WXEX-TV than in the Grade B areo
of any other Richmond area TV station
5rf
OS
o
Food Dollars Spent
UJ
Percentage^
$230,866,000
100%
ation B **L'i'jr.T*K«i«i«
86.2%
~z. L|J
ation C ** nrJM«i>ii»i>i«m
86.5%
Source: Sidney Hollander Associates
TV
i Tinsley, President NBC BASIC — CHANNEL- 8 Irvin G. Abeloff, Vice Pres.
National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Forjoe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta.
1 OCTOBER 1956
50< per copy* $8 per year
CLIENTS REALLY
USING AGENCY
MARKETING AID?
page 33
How to make a mass prod-
uct out of a specialty
page 36
Is this the year of the
net radio breakthrough?
page 38
Gen Sarnoff: 20th centu-
ry's practical prophet
page 40
Changing role of
the rep: Weed
page 45
ARI
F set uoun
Numi>ar 2
page 61
First in Houston with TV Experience... Over 100 Man-Yeal
The Golden Gulf Coast Market has been sold on KPRC-TV
ever since it made Houston's first telecast in 1949.
Tod;i\ - ixcellence in market-wise programming, production,
promotion, and engineering is the result of these years
of experience. KPRC-TV remains first in the eyes of Gulf Coast
viewers . . . mornings . . . afternoons . . . evenings . . .
all the time, and over TOO man-years of experience is the
priceless ingredient that makes it so.
KPRC-TV
HOUSTON
CHANNEL
JACK HARRIS. Vice President and General Manager
JACK McGREW. National Sales Manager
Nationally Represented by
EDWARD PETRY b CO.
R S T
I N
TV —
WITH
OVER
7 0 0
MAN-YEARS
EXPERIENC
Possible changes A telescopic look of the changes that could emerge from the Celler
from Celler probe House Anti-trust Committee's network probe: CBS seems willing to meet
such "reforms" as FCC regulation of networks. This, it appears, will
be recommended to Congress by the Celler Committee. When and if this
happens, jurisdiction will include film networks. In anticipation
of action by Congress, the networks will probably (1) devise a com-
promise formula for option time, (2) modify the practice of tying up
talent to long-term contracts, (3) agree to a workable but non-crip-
pling application of the "must buy" and (4) observe "equitable ground
rules" on the issue of open house for competitive program product.
-SR-
Celler group SPONSOR'S coverage of some of the Celler Committee sessions in New
seems conciliatory York made these background factors manifest: The disposition of the
committee is not basically anti-big business. It sees tv as a giant
industry that has been left to grow up a la Topsy and feels the time
has come to set up by legislative or FCC fiat a code of ground rules
that will limit the control and concentration of power or decision
within the empires that have emerged from the medium's pell-mell
growth. Nothing has developed so far to suggest a trend toward ham-
stringing the big advertisers in nstwork tv's open market place.
-SR-
C & W garners Latest major account to concentrate all its consumer products under
Texaco plum one roof is Texaco. The beneficiary: Cunningham & Walsh. Gain in
billings for C & W: $11 million. The losers: Kudner, which had all
tv and radio ($7 million) and Erwin-Wasey, which handled Texaco' s
motor oil, anti-freeze, farm and industrial products. Bosford gets
the industrial only. Besides the opera on ABC, Texaco is a spot
customer. Another account moving is Warner-Hudnut. now with K & E.
-SR-
$4.5 million Huge chunks of cigarette money continue to pour into air media this
from filter-tips fall in battle between filter-tip brands. On the heels of Kent's 90-
market spot tv spread - costing around $1.5 million — there came 2
more campaigns: American Tobacco is launching Hit Parade with buys
as high as 75 announcements weekly over 13 weeks. Marlboro has com-
mitted itself for pro football games on 190 CBS TV stations via 8
split hookups for 13 Sundays ending 23 December. American's expendi-
ture figures to run around $1.2 million and bill for Marlboro (of
the Philip Morris family) is expected to exceed $1.75 million.
-SR-
BBDO appraises BBDO evaluates radio's new significance for listeners and advertisers
radio today in 65-page analysis compiled for BBDO clients. Listed as 5 areas in
which radio will continue to play an important role: (1) reaching
majority of housewives in daytime; (2) reaching teenagers and young
people; (3) reaching non-tv-segment of population; (4) providing
immediate information service; (5) serving sports and music lovers,
farmers, shut-ins, travelers and all groups of minority interests.
Report states radio up to 3 P.M. reaches more than twice as many
homes as television.
SPONSOB Volume 1" Ki 20 I Octobel 1956 Publlshi bj SPONSOR Publications Inc. EiecullTC. Editorial. Advertising, Circulation Offices, -in E (9th St.. Nm
'"'k '• Pit m»il .it 31 Hi Elm We Hum,, c. Mil JS .. -..r n f.S 59 elsewhere. Knicivil I iss mallei '->9 .Ian 11148 at Balllninre imstofflcc un.ler Act <if 3 Mar. 1879
I ---
REPORT TO SPONSORS for 1 October 1956
L.A. neutral Repeat broadcast of tv shows is apparently not an important issue witlij
about repeats viewers in Los Angeles area. KABC-TV had group under Dr. Jesse A.
Bond, of California U. , survey 1,381 homes and one of questions was:
"How do you feel about repeat programs?" Result was a Mexican
standoff: 50% said they enjoyed repeats; other 50% stated they'd
prefer to see something new.
-SR-
Madison Ave.'s Those fall first rating jitters on Madison Avenue are more pronounced
nervous days this year than ever before. The air of tense anticipation prevail-
ing among agency executives over how the new networks shows stack up
on the audience viewing reports is not without good reason. The
investment risks are bigger, the competition from opposite shows is
broader and clients, because of these enhanced investments, are
shorter in patience. Altogether it's a rising market for sedatives
and amphyjel, if nothing else.
-SR-
Plymouth waives Plymouth has abandoned an old spot buying requirement common among
half-hour axiom automotives: an interval of a half-hour between its announcements and
those for other cars. In its current buying of radio spot through
N. W. Ayer, Plymouth is accepting 15-minute clearances. Account found
that the average radio station's schedule carried too many car com-
mercials these days to make such a rule practical. Contracts are
for 2 announcements daily. Ayer orders merely state budget and time
of day preferred and actual scheduling is left to stations.
-SR-
Why show costs Just to give you an idea why program costs continue to spiral , here
keep going up are prices some stars are asking for one-time appearances on tv shows:
Frank Sinatra, $300,000, as part of his own package; Danny Kaye,
$300,000, as part of his own package; Bill Holden, $100,000; Judy
Garland, $75,000; Mary Martin, $50,000; Jimmy Stewart, $75,000;
Gregory Peck, $75,000; Cary Grant, $75,000; Rock Hudson, $50,000;
Mitzi Gaynor, $20,000. How do they gauge their asking prices? With
rehearsals, they estimate their tv appearances as a 3-week job.
Price averages out to what they'd earn in that period on a movie.
-SR-
Why tv isn't Is elimination of the summer hiatus in television responsible for
experimental dearth of program experimentation? Veteran network executive, who
prefers not to be quoted, thinks that's so. His explanation: In radio
the client could take hiatus so networks had to put on replacements.
Not infrequently one or 2 new personalities, or even program formats,
would emerge. In tv, average advertiser fills the summer period
with second-run films or pilots that wouldn't otherwise reach screen
in order to amortize his annual talent cost.
-SR-
ABC loaded ABC will have 4?4 hours of automotive business this fall. Latest ad-
with automotives dition from this field is Plymouth with Ray Anthony's orchestra. The
other ABC auto accounts are Dodge (the two Lawrence Welk shows) ;
Ford ("Theatre"); Chevrolet ("Crossroads"); American Motors ("Disney-
land"). In terms of weekly programs and time, ABC's total exceeds
those of CBS and NBC. Latter are deriving most of their automotive
billings from specials.
(Sponsor ic«-j»«»ri\ continues !>'></<' i -~> >
M'ONSOH • ] OCTOBER 1956
LANCASTER, PENNA.
NBC AND CBS
Among the television markets foremost in
total manufacture, the Channel 8 Multi-
City Market ranks seventeenth, based on
production figures for America's top 100
counties (SALES MANAGEMENT "Survey of
Buying Power"— May 10, 1956) This is indic-
ative of the widely diversified industry
which makes the WGAL-TV Channel 8
market a buying market for your product.
STEINMAN STATION
Clair McCol lough, Pres.
Representative
the MEEKER company, inc.
New York Los Angeles
Chicago San Francisco
CHANNEL
MULTI-CITV
MARK ET
SPONSOR • 1 OCTOBER 1956
advertisers use
ARTICLES
DEPARTMENTS
\geneg mavketinfi services: do clients use them?
Most air clients employ some marketing services, but extent of use depends on
product and company structure. Sales promotion is best liked service •*•*
How to make a mass product out of a specialty
Welch's had a limited market as a d'et drink. But tv and new copy delivered
mass market and quadrupled volume by selling it as a soft drink •»"»
Is this the year of network ratlio hreahthrough?
Signs of increased business indicate that webs have finally "reached" the
advertiser with new concepts of economy, flexibility, big audiences «*0
AGENCY AD LIBS
AGENCY PROFILE David E. Ful
FILM NOTES
49TH & MADISON
MR. SPONSOR Walter A. Sheaffe
NEW & RENEW
NEWSMAKERS
NEW TV STATIONS
P.S.
ROUND-UP
SPONSOR ASKS
SPONSOR BACKSTAGE
SPONSOR SPEAKS
TIMEBUYERS
TV RESULTS
Hen Surnoff: the 20th century's practiettl prophet
Over the past 50 years RCA's General Sarnoff has been busy making predictions
and then making them come true. Here are the highlights of his career
"Know television irilf travel"
Eight JWT traveling producers service 77 local shows. They advise on produc-
tion, act as scouts for medifitnen, work out local promotions and merchandising
I In- cha nging role of the station rep
During the past two decades rep functions and services have changed vastly.
SPONSOR spotlights the Weed organization on its 20th birthday
WCI set count no. 2
Industry-supported project carries estimate of U.S. tv households through March
1956. Here, just released, are the complete county-by-county figures
COMING
fan l^l vis sell soap?
What kind of audience does an Elvis Presley deliver? Is it true the rock-and-roll
listener is not much of a target for clients? Answers include research, opinions
i arm ratlio ami tv section
The farm market is in the spotlight this election year. Highlighted in this year's
farm section will be an analysis of the farmer as a customer in 1956
10
42
ts
til
15 Oct.
15 Oct.
Editor and President: Norman R. £
Secretary-Treasurer: Elaine Couper
Vice President-Genl. Manager: Bern
Executive Editor: Miles David
News Editor: Ben Bodec
Senior Editors: Alfred J. Jaffe, I
W. F. Miksch, Jane D. Pinkerton
Assistant Editors: Robert S. So
Morse, Joan W. Holland, Erwir
Contributing Editors: Bob Foreman.
Art Editor: Phil Franzr.iclc
Photographer: Lester Cole
Advertising Director: Arnold A peH
Advertising Department: Charles W.|
New York Headquarters; Kenneth
Midwest Manager; Edwin D. Cooper,)
Manager; Jean Engel, Production
Charles L. Nash, Marilyn Krameise
Becker
Circulation Department: Milton (
Bynoe, Emily Cutilio, June Kelly
Administrative Coordinator:
Rose
Accounting Department: Laura Okai
Fazio
Secretary to publisher: Carol Gardne
I'tihllshi SPONSOR PUBLICATIII
i I with TV. I ■. ■ ■ i , I
Offlp. in K I'.nli st i I9lh «
\ ii I ;. \ \ ■ ■ Ml' my ]■
ci" ill I fii and Ate i
I Vnci'li Oflln
riOllyuoral i -"-" l'i In Ii i "Hi"
v i Ball re ii Mil Siih i i Ipllim I
JH i ' mail i "-I ' ri'l n t'.i single
r t-il Ii I'.S.A ViIiIii I
i . "i, SI \.« > "ii. i; \ \ Ml'rray H
M'ONSOH PUBLICATIONS
'
■
COVER MORE
OF ARKANSAS
with
CHANNEL 11
LITTLE ROCK
*?r\
wa
F£=>
t»,
rT~ _
±
^3>
.^X,
FACILITIES: Finest and most complete in the Central
South. Superb new building . . . two large
studios ... 20' revolving turn-table . . . fully-
equipped kitchen . . . four camera chains and
other up-to-the-minute technical equipment!
ANTENNA : Tallest antenna in the Central South— 1756'
above average terrain!
CBS: Primary CBS affiliation — Channel 11 — 316,000 watts!
Let your Branham man give you all the new KTHV facts!
^fo 316,000 Watts • Channel (J\
Henry Clay, Executive I ice President
B. G. Robertson, General Managet
AFFILIATED WITH KTHS, LITTLE ROCK
AND KWKH, SHREVEPORT
Only
are POWERFUL enough
and POPULAR enough
to register audiences
in radio surveys of
All Three Major Markets
of Southern California.
Of this top trio
KBIG is
V First in San Diego
(America's 19th market)
V Second in San Bernardino
(America's 32nd market)
V* Third in Los Angeles
(America's 3rd market)
V* The only independent
V* The least expensive
1/ The lowest cost-per-
thousand listeners.
Any KBIG or Weed Account Ex-
ecutive would like to show you
the documents.
",*• «**»
JOHN POOLE BROADCASTING CO.
6540 Suniit Blvd.. Los Angelaa 28, California
Tfi/ophono: HOIIywood 3-3705
Nat. Rep. WEED and Company
Robert A. f tines. Kenyan <£• Fckhanlt. \eu
York, views with mixed emotions the healthful con-
dition of spot radio. He says, "For the past few
■\cars there has been a jairly consistent number of
advertisers who have successfully used spot
radio on a volume basis. This year, however, there
is a sizeable increase of those either new to spot radio
or using it alter a few years' absence. This creates
a highly competitive situation where now there
are more volume advertisers fighting tor the
same periods: while at the same time there's
been a genera! increase in the but/pets available
for radio. Stations and their representatives have
successfully promoted tin- new growth of radio and
in keeping with this progress should update the
mechanical processes (availability tonus, rate
structures, etc.) of selling and buying which now
in some cases cause unnecessary delay, expense
and anxiety to station, rep and buyer alike"
Alexander J. Randnll. \. II . U,r & Son,
\ i ii ) or!, is currently Inning tor that agent i .s
Plymouth account. He tells us that when he's re-
searching for "best bins." there are several major
tut is he immediately looks for regarding stations.
Sonic arc as follows: power, frequency, costs, rat-
ings and coverage. "Although we have souri e
material available within the shop to aid us in
limiting a Inning picture" says II. "lie often get
greater insight into a market and or station through
research 01 surveys that an outlet has done. For
example, a low-powei station with minimum
waste coverage might be what we're looking for.
I station that presents a strong statistical case
in this vein enhances its own offerings and mm
ultimately lead us to a good bin we might other-
wise have overlooked in our selection."
ItU'ltUI'tl II. f'.'l/ III till. I. amen & \ eit ell. \ eii
Yorh «m: " I timebuyer's mail tails into threi
categories: correspondenct pertaining to business
oi the day, station promotional material and notifica-
tions of rate increases. Too often the lattei are
fust greeted with a sigh and sent to the estimator
who makes sure they appear in the advertiser'-,
sh months hence. Most buyers" he con-
tinues, "hoped to see rate increases tapei off as tv
penetration neared 100%. But today, with about
, . . of the nation's homes mining tv. and most
of the large mailets enjoying 85$ oi bettei pene
tration, rait increases are still very math with us."
Richard feels that it is incumbent upon the time-
buyer to analyze rate increases that affect his
schedules. II Inn the facts do not justify an in-
t least, the timebuyei should not hesitate to
registt i his ' s u ith the station.
SPONSOR
1 OCTOBER L956
( <tihi
number
on her
first
national
rating !
VI),
YOU TOLD US SO! ...when you voted the rosemary CLOONEY SHOW television's
"Best Syndicated Musical Series" . . . and when you snapped up regional sponsor-
ships galore for FOREMOST DAIRIES, INC., STERLING BREWERS, CLAIROL, BLATZ BEER,
A. G. FOOD STORES, BRADING BREWERIES, BLUE CROSS, CHEVROLET DEALERS, CARLING
BREWING, MICHIGAN BAKERIES, SAFEWAY STORES, ADMIRAL . . . plus a host of top
local advertisers and stations!
NOW LOOK WHAT'S HAPPENED! Rosie's NUMBER 1 of all TV film series
(first rating!) with a 17.3 national average in the latest Videodex 284-market survey
(August, 1956). "Top 10" local ARB ratings, too!
the rOSetliary Clooney Show presents 39 of TV's happiest, highest-rated
half-hours with nelson riddle and his Orchestra, the hi lo's, and a dream roster of
guest Stars like JOSE FERRER, TENNESSEE ERNIE FORD, JANET LEIGH, JOHNNY MERCER,
Robert clary, julie London, tony Curtis and others. Be happy, go Clooney! . . .
TV's highest rated film series... call
MCA TV
today
NBG
SPOT
SALES
BRINGS
YOU...
RADIO-
T BUYINC
REPRESENTS THESE LEADERSHIP STATIONS:
NEW YORK wrca. wrca-tv BUFFALO wbuf
SCHENECTADY-ALBANY-TROY WRCB LOUISVILLE wave, wave-tv LOS ANGELES krca
NOW YOU CAN ACTUALLY HEAR
RADIO PROGRAM AVAILABILITIES
SIMPLY BY TELEPHONING
YOUR NBC SPOT SALES
RADIO REPRESENTATIVE!
From the beginning of Radio, the truly
ritul elements of intelligent buying have
been the program*-; themselves and the
personalities who make them sound ad-
vertising investments. Now. for the first
time, national Spot Radio advertisers
can make important buying decisions
based on actual performance of pro
grams and personalities.
Radio-Phonic Spot Buying offers you
immediate auditions of Radio programs
carried by every station represented by
NBC Spot Sales. And you don't have
to move from your desk! This new and
exclusive service is available right now
to time-buyers in New York. Eventual
ly, it will be available in other key cities.
An up-to-date file of audition recordings
is as close to you as your telephone . . .
and the list will soon be expanded so
that, eventually, you can hear any
Radio show on any Radio station sold
by NBC Spot Sales. Just call your NBC
Spot Sales Radio Representative at
your convenience, name the station and
the show you want to heir, then sit back
and listen to the sample-in-sound for
yourself — as much or as little of it as
you choose.
Try Radio-Phonic Spot Buying today!
NBC) SPOT SALES
SEATTLE-TACOMA komo, KOMO-TV
PHILADELPHIA WRCV, WRCV-TV
WASHINGTON WRC, WRC-TV
MIAMI WCKT
CHICAGO WMAQ, WNBQ
ST. LOUIS KSD. KSD-TV
DENVER KOA, KOA-TV
PORTLAND kptv
SAN FRANCISCO KNBC
HONOLULU KOU, KONA-TV
POPULA
MUSIC
24 HOURS
AROUND TH
CLOCK
BAKERSFIELD & KERN COUNTY
CALIFORNIA
1, Hub of California's
petroleum industry
2. Nationally ~1 in cotton
~3 in agriculture.
of the
WESTS
RICHEST
MARKETS
Center of Notion's
Supersonic Aircraft
production.
Desert Expansion:
America's fastest
growing frontier.
ft*
000 WATTS
1380 KC
THI
Bio
Voice OF
Music
FOR COMPLETE
ANTELOPE VALLEY COVERAGE
LANCASTER & ANTELOPE VALLEY
CALIFORNIA
^» Inquire of
ADAM YOUNG. INCORPORATED
about this outstanding
combination buy.
By Bob Foreman
Snook, Crappie A. Bream signs a contract
Billiard "Bull" Head, senior legal counsel at Snook, Crap-
pie & Bream, Inc., the Madison Avenue ad agency, shook his
head. "Having been a word-watcher for decades," he said
to the group fore and aft of him at the bar, "I cannot help
but shudder at the loose way some people append the word
'business' to the word 'television.' "
Two young S C & B copy writers dutifully said. "Yessir!"
and immediately returned to their discussion of Jayne Mans-
field vs. Marilyn.
But an old time media man who should have known better
said, "What dyuh mean?"
"Of the 38 years I've been working," "Bull" replied, "I
have been in some phase of the advertising business for 36.
Note that I speak of it, quite properly, as a business. How-
ever, for the past eight years something has attached itself
upon our ship like a mollusk. I refer to television . . . the
most imbusinesslike form of advertising since rock painting."
"Right!", said the two copy tyros.
"For example," continued "Bull," "our shop just con-
cluded a 52-week program last week. Today the lawyers for
the network descend upon us. Why? Because they would
like to get a contract signed! A full year, mind you. after
we went on the air.
"These same gentlemen, not the least nonplussed by this,
state that a goodly percentage of the shows on their network
air operating similarly — without contract. That goes for
facilities as well as time!"
"What causes this, sir?", asked the copy writer who had
just won the argument in behalf of Marilyn.
"Impedimenta." snapped "Bull" Head. "Impedimenta in
the form of too many people, too inept people, too lew able
or willing to make decisions, too mam lawyers, too main
precedents from obsolete areas, too many underfinanced and
overly-glib producers, too much transience in stalls to name
only a few of the reasons.
"In television one must operate on faith- a brash concept
to put it mildly. Lei me endeavor to explain."
"Please do," said the old media man.
"An agent for a large, well established talent shop comes
i Please turn to pa tie 92 i
10
SI'oNsolt
1 OCTOBKR 1956
Let's see ... at 6 :35 p.m. he was in Moscow for an
inside report on the Kremlin ... at 6 :52 he was back
in Dallas for a preview of the SMU-Notre Dame foot-
ball game ... at 8:00 he was in Marshall, Texas, for
an eye-witness account of a raging fire ... at 9 :03 he
was in Cairo for the latest word on political maneu-
verings in the Middle East ... at 10 :58 he was in Des
Moines, Iowa, for highlights of a presidential cam-
paign speech.
Odd chap, Jim Wilson?
Not at all. Like thousands of other North Texans
that night, he was listening to WFAA news programs
that take listeners where news is happening, when it
is happening.
WFAA
820
50,000 WATTS
570
5,000 WATTS
DALLAS
NBC • ABC • TQN
Edward Petry & Co., Inc.. Representatives
WFAA Has the Most Extensive News
Coverage of Any North Texas Station
• Its stringer network links 37 North Texas
news correspondents in the most compre-
hensive system of regional news reporting
ever used.
• The WFAA Mobile Broadcasting Unit
gives direct coverage to every important
local news event with live broadcasts,
interviews, music pick-ups and tape re-
cordings — even walkie-talkie reports.
• Live network and wire service (AP and
UP) bring news of the nation and the
world.
No wonder WFAA leads all other stations in
North Texas in urban, village and farm
listeners, morning, noon and night.*
If you'd like this audience for your
customers . . . ask your Petry man
for details.
•li;,,,., Study. A. C. Nielaen, N.S.I.
SPONSOR • 1 OCTOBER 1956
11
IN WASHI
The MIDDLE of Washington Sta
growing economy based on diversified
agriculture* and metal industries.1'
The Apple Capital of the World, plus
1,000,000 new acres of irrigated
farm lands.
1" Alcoa, Keokuk Electro, and other metal
industries have selected Wenatchee
plant sites due to low-cost hydropower
from the Columbia River dam system.
More are coming!
The AA STATION
That's AUDIENCE APPEAL:
We program to our audi-
ence, with SELECTED top
network programs plus lo-
cal color . . . music, news,
farm shows, sports — the
things people call about,
write in for, and partici-
pate in.
5000 WATTS
560 KILOCYCLES
KPQ's 5000 W, 560 KC combination gets
way out there, covering Central Washing-
ton, parts of Oregon, Idaho, and Canada.
We know because of our regular mail
from those areas. Then too, we have no
TV station here, we're separated from
Seattle by the high Cascade mountains,
and we're many miles from Spokane.
YOU CANT COVER WASHINGTON
WITHOUT GETTING IN THE MIDDLE, AND
THAT'S KPO.„Wenatchee. Wash.
GUARANTEE
TO OUTPULL all other
North Central
Washington media
TWO to ONE
National Reps: Regional Reps:
FORJOE AND CO., INC. MOORE & LUND, SEATTLE
One of the Big 6 Forjoe Represented Stations of Washington State
MADISON
sponsor invites letters to the editor.
Address 40 E. 49 St., New York 17.
DINING DIRECTORY
I read your article in the 3 Septem-
bei issue of sni\>i>i; entitled 11 here
admen eat to meet and thought it wa-
tt rrific. As a matter of fact Lue
Stearns and I read it together and
tli<>niu>_'lil\ enjmed it.
As you know, mosl of us would be
prettj hard pul without your pocket-
piece, SPONSOR'S Radio and tv direc-
tory. Lue suggested that you might
incorporate a map in the pocketpiece,
1
&0$ti
How to keep from getting lost
in NEW YORK and CHICAGO
RADIO
DIRECTORY f
Or »PH V0RK
AND CHICAGO
* V"
12
New edition to be available end of October
showing the locations of the restau-
rants mosl frequented 1>\ advertising
people.
It should be verj helpful to New
Yorkers and even nunc so to visiting
firemen.
J \\ (ill. til RT
Doyle, Dane. Bernbach, Inc.
• Thanks to readers Gilbert and Stearns «
cop; of the Idman't rating director) *ill be In.
eluded In the ncv, edition ..I SPONSOR'S Radio
and n directory . Ii wai too tate unfortunately,
to produce the suggested map. « oples ma) ba
obtained the end oi October free of charge from
SPONSOR Publications. \ limited number oi
ill. I *».->.%-.><> edition arc still available.
EASY AND NEWSPAPERS
Youi storj on the Easj Glamur use
ol spol i adio and i\ i 1 7 September
1956, pave III deserves and gets an
appreciative thanks from all ol us
ln-i e al i lie Roc! i e I ompany.
i Please turn to page 10 1
SPONmik • I Oi rOBER 1956
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MEMO:
TO
TIMEBUYERS!
NOW
1 MILLION
WATTS!
WILK-TV is the worlds FIRST T.V. station to op-
erate with more than a million Watts! NOW —
your sales message is carried further and with even
greater intensity than ever before.
Cover ALL the Rich Northeastern Pennsylvania
Market with:
* I0P POWER!
* I0P RATING!
* I0P AUDIENCE!
* TOP PERFORMANCE!
LEADERSHIP — COVERAGE — POWER!
Now — more than ever — WILK-TV gives you TOP
AUDIENCE at LOW COST per THOUSAND!
GET THE FACTS!
CALL
AVERY-KNODEL, INC.
• NEW YORK
• CHICAGO
• LOS ANGELES
• SAN FRANCISCO
• ATLANTA
• DALLAS
• DETROIT
WILKES-BARRE
SCRANTON
Affiliated with ABC
49TH b MADISON
{Continued from page 12 i
On one j > < > i 1 1 1 in the story, however.
I am quoted as saying, "We found ra-
dio so much more effective than news-
papers that we dropped a number of
newspapers and expanded our radio
coverage."
The fact of the matter is that we did
not drop any paper-, but we did re-
adjust our scheduling. The quote
continues, "larger unit ads at less fre-
quency, replaced the more frequent
smaller unit ads."' \1\ point is simply
to stress that we did not eliminate
newspapers as such. onl\ changed the
-i rateg) of their use.
Charles L. Lew in
Vice President
The Rockmore Company
Vew ) orl
CASE HISTORY
\\ e were verj impressed with your
article on Kings Wines (King's Wines:
l'V, sales jump in two weeks. 20
August 1956.)
Since we represent a wine company,
we wonder if \<>u would be kind
enough to send us two additional
copies of this article.
,\w Scott
Tv-radio director
Rosengarten & Steinke, Inc.
Memphis, Tennessee
• SI'(»'SOK i- happy to -<n. I reader Scotl two
additional copies. For the many readers who re-
quest extra copies <■! SPONSOR, ten copies and
over may be obtained at tli€- reduced rat«* of .'!.-><
per copy. For volume orders reprints arr avail-
able at nominal cost.
NIELSEN CLARIFICATION
Your 3 September issue carries on
page one an item which is a matter of
real concern to llie \. ('. Nielsen Corn-
pain. I know thai you will, therefore,
welcome a frank statement of our posi-
tion in regard to it.
The article in question contains data
1 Please turn to page 21)
Apologies to NTA
In the IT Septembei issue, the foui
page insei t for NTA was inadvei tenl K
posil ioned so thai the Si si and fourth
pages were transposed. The same in
-in .ill appeal in a coi rei ted version
in tlie 15 ( h tobei issue.
u
SI'ONSOH
1 (MTOBKR 1956
w
the golden era of television is
UDLY ANNOUNCES A GOLDEN TREASURY
ANCHORS AWEIGH
Gene Kelly • Frank Sinatra
Kathryn Grayson
ANNA CHRISTIE
Greta Garbo ■ Marie Dressier
BABES IN ARMS
Judy Garland ■ Mickey Rooney
THE BARKLEYS OF BROADWAY
Fred Astaire ■ Ginger Rogers
THE BIG HOUSE
Wallace Beery Robert Montgomery
BLONDE BOMBSHELL
Jean Harlow
BOOM TOWN
Clark Gable ■ Spencer Tracy
Claudette Colbert ■ Hedy Lamarr
BOYS TOWN
Spencer Tracy ■ Mickey Rooney
BROADWAY MELODY
Fred Astaire ■ Eleanor Powell
CAMILLE
Greta Garbo • Robert Taylor
CAPTAINS COURAGEOUS
Spencer Tracy • Lionel Barrymore
Freddie BartholcmewMickey Rooney
THE CITADEL
Robert Donat ■ Rosalind Russell
DANCING LADY
Joan Crawford • Clark Gable
Franchot Tone • Fred Astaire
DAVID COPPERFIELD
W. C. Fields ' Lionel Barrymore
DINNER AT EIGHT
John and Lionel Barrymore
Wallace Beery • Marie Dressier
EASTER PARADE
Judy Garland ■ Fred Astaire
FOR ME AND MY GAL
Judy Garland ■ Gene Kelly
GASLIGHT
Charles Boyer ■ Ingrid Bergman
GOODBYE, MR. CHIPS
Robert Donat • Greer Garson
THE GOOD EARTH
Paul Muni • Luise Rainer
GRAND HOTEL
Greta Garbo ■ John Barrymore
GREEN DOLPHIN STREET
Lana Turner ■ Van Heflin
THE GUARDSMAN
Alfred Lunt • Lynn Fontanne
THE HARVEY GIRLS
Judy Garland ' Ray Bolger
THE HUCKSTERS
Clark Gable ■ Deborah Kerr
Ava Gardner
TION PICTURES NOW AVAILABLE FOR TV PRESENTA
L
F
J_ 01
or more than thirty years, M-G-M has
produced the lion's share of fine screen
entertainment.
Now, for the first time, a golden treasury
of hits comprising over 700 M-G-M feature
films has been made available for television
presentation.
This program of unparalleled entertain-
ment will be offered on the basis of an exclu-
sive affiliation with a single television station
in every important market in the United
States.
These stations will acquire full rights to
be known as MGM-TV affiliates, with all the
advantages that such recognition implies.
Special promotional co-operation will be
extended by MGM-TV to the management
of these stations to further enhance this
golden opportunity for prestige and profits.
In cities where programming time is
limited and this complete plan cannot there-
fore be implemented, a limited affiliation
arrangement may be considered.
For the nation's stations great and small,
and for their viewers, the golden era of tele-
vision is here !
I.DM MGM-TVS GOLDEN TREASURY OF FEATURE FILMS!
IDIOT'S DELIGHT
Clark Gable • Norma Shearer
DR. JEKYLL & MR. HYDE
Spencer Tracy ■ Ingrid Bergman
Lana Turner
LIBELED LADY
Jean Harlow • Spencer Tracy
Myrna Loy • William Powell
MAYTIME
Jeanette MacDonald ■ Nelson Eddy
MEET ME IN ST. LOUIS
Judy Garland
MEN IN WHITE
Clark Gable ■ Myrna Loy
MIN AND BILL
Marie Dressier • Wallace Beery
THE MORTAL STORM
James Stewart • Margaret Sullavan
MRS. MINIVER
Greer Garson • Walter Pidgeon
MUTINY ON THE BOUNTY
Clark Gable • Charles Laughton
NATIONAL VELVET
Elizabeth Taylor ■ Mickey Rooney
A NIGHT AT THE OPERA
Marx Brothers • Allan Jones
NINOTCHKA
Greta Garbo
NORTHWEST PASSAGE
Spencer Tracy
THE PIRATE
Judy Garland ' Gene Kelly
THE POSTMAN
ALWAYS RINGS TWICE
Lana Turner ■ John Garfield
PRIDE AND PREJUDICE
Greer Garson • Laurence Olivier
RANDOM HARVEST
Greer Garson • Ronald Colman
SAN FRANCISCO
Clark Gable ■ Spencer Tracy
Jeanette MacDonald
TEST PILOT
Clark Gable ■ Spencer Tracy
Myrna Loy
THE THIN MAN
William Powell ; Myrna Loy
THIRTY SECONDS OVER TOKYO
Spencer Tracy ■ Van Johnson
THE THREE MUSKETEERS
Gene Kelly • Lana Turner
June Allyson
WEEKEND AT THE WALDORF
Lana Turner • Ginger Rogers
Van Johnson
THE YEARLING
Gregory Peck ■ Jane Wyman
STATION OF THE STARS" SHOWMANSHIP
A golden treasury of MGM creative showmanship
is available to all stations which become MGM-TV
affiliates.
These stations will have the right to use the most
famous trade-mark in the entire field of entertain-
ment-the Lion of M-G-M.
Vast promotional potentialities will result from
the identity which will be established between
M-G-M 's famous array of stellar personalities and
the stations which will present them. Each affiliate
will become known among its viewers as "the station
of the stars," by virtue of the great names which will
appear week after week on its film programs.
Finally, MGM-TV offers its affiliated stations com-
plete and continuing locally-slanted promotion cam-
paigns, including newspaper mats, brochures, posters,
premiums, fan photos and trailers, developed through
the showmanship experience of Hollywood's greatest
motion picture studio.
For further information — write, wire or phone
Charles C. Barry, Vice-president,
MGM-TV, a service of Loew's Incorporated,
1540 Broadway, New York, N. Y.
49TH & MADISON
{Continued from page 16)
which apparently were excerpted from
a confidential study which we made
on the order of one of our agency
clients. All such material, as you
know, is copyrighted and it cannot be
legitimately used without our prior
authorization. Obviously we must do
everything in our power to prevent this
sort of thing in the future, and I am
asking for your wholehearted coopera-
tion toward this end.
Additionally, what also disturbs us
deeply is the fact that whoever gave
you these figures did so with little or
no regard for the real meaning behind
them. Anyone reading the article would
come to the natural conclusion that
here were audience size measurements
of the two broadcast media, when as a
matter of fact the figures have to do
only with national network sponsored
programs during certain time periods.
The fact that the two media differ
greatly in those time periods as to the
number of broadcasts aired is one of
the essential background facts missing
from the article.
The article reported the frequency
part of the study as being based on
quarter hours of programing, whereas
the real basis was broadcast episodes,
regardless of duration.
I must also call to your attention
the fact that the item contained cost-
per-1,000 figures which are purported-
ly Nielsen data, which is not so. I
realize that in brief items such as this
there is always a great temptation to
include interesting data and, for rea-
sons of brevity, exclude essential docu-
mentation, but at the same time I must
emphasize that such treatment of Niel-
sen data is a serious disservice to us.
The net result from our standpoint
has been bad. We are doing our best
to try to provide the various segments
of the broadcast industry with sound
audience measurement data of the
greatest value to them. Any unauthor-
ized divulgence of these data, and any
public misinterpretation of them, natu-
rally create serious problems for us.
H. W. BUSSMANN
Public relations director
Broadcast Division
A. C. Nielsen Company
• As SPONSOR has often staled, failure to de-
fine terms is a major problem in use of research
data. SPONSOR regrets its teleseopie treatment
of tho Nielsen study fell into this trap.
ONE WILL DO/
Just one station . . . WBNS Radio . . . will
fatten your sales average in Columbus and
Central Ohio. WBNS delivers the most listen-
ers . . . twice as many as the next biggest
station. The most and also the best. With
28 top Pulse-rated shows, WBNS puts push
behind your sales program. To sell Central
Ohio . . . you've got to buy WBNS Radio.
CBS FOR CENTRAL OHIO
Ask John Blair
The number one Pulse station
covering '1,573,820 people with
2 Billion Dollars to spend.
mmtfak
radio
COLUMBUS, OHIO
SPONSOR
1 OCTOBER 1956
21
DOUGLAS
FAIRBANKS
JR. PRESENTS
59.5%
SHARE OF
AUDIENCE
SHREVEPORT
First also in Cleveland with an
18.1 rating, 48.8% audience share,
"Douglas Fairbanks, Jr. Presents" tops
its competition in Los Angeles,
Mobile and in many other markets, too.
Rating histories available on request.
Rating source on request
Write, wire, phone
ABC FILM SYNDICATION, INC.
10 East 44th Street
New York City
OXford 7-5880
Moric».v are better than ever — for <r
This gentleman was a high-ranking exploitation man lor
a major theatrical motion picture company. When I named
a fairly nominal price for the services of an artist in whom
he was interested in connection with promoting one of In-
firm*- new film-, he did not repl\ with the enthusiasm usually
associated with exploitation men. There wa- -adnes- even a
touch of bitterness in his voice as he said:
- "Ahhh, we can't go for anything like that. You know what
the theater bu-ine-s is today. . . ."
\nd this poor fellow realized. I'm sure, that by far the
worst is yet to come. His (and the film exhibitors' dilemma),
however, signals the need for agencies and advertisers to
start exploring (as, indeed, many already have) the fascinat-
ing deals presently available, and to he made increasingly
available by tv stations who have loaded up with the feature
film product, as of now. of RKO, Columbia. MGM, Warner
Bros., and 20th Century Fox. Uncounted spot buys in mar-
kets of all sizes, in connection w ith a thousand and one feature
film formats, will naturally be available. Some advertisers,
such as Colgate-Palmolive, have bought complete sponsor-
ship of certain selected stand-out film product.
The tip-off on what is developing on this Iron! lor the spon-
sor i> the simple fad that in the la>t several weeks the tv di>-
tributors of major motion picture products have gone on a
lav and trade press advertising binge seldom matched by any
other group in the industry (networks not excepted).
National Telefilm Associate- announced its new "fourth
ml work"" in full page ads in newspapers such as the New
York Times and Herald Tribune in major cities throughout
the country, as well as with four-page color inserts in the trade
press. Competing with Ely Landau's fourth network ads in
the Times, Trib and other big city dailies was the first of
MGM-TV's full page ads. The MGM ad- stressed the fact
that oiil> "MGM-TV affiliates" had the right to -how the fa-
mous lion trademark. In the New York ad ii was neatly and
possibly unintentionally implied that W CHS was the MGM
TV affiliate.
Two-page spreads in the tradepress in recent week- have
become almost a- common as classified ads in an) Live news-
paper. Eliol Hyman's Associated Artists' Productions, Inc.
ran one on ils Warner features and shorts; Screen Gems
ballvhooed ii- Columbia product in double page spreads.
Iii a four-page insert the a-lute Math Fox of Movictiine.
( Please turn to page 96)
22
SPONSOR
o< TOHI.lt I ').")(>
The Midwest Market Station
of St. Joseph, Missouri
KFEO
Kenyon Brown, President; Glenn Griswold, General Manager
Announces the Appointment of
SIMMONS ASSOCIATES, Inc.
NEW YORK
270 PARK AVENUE
MURRAY HILL 8-2821
DAVID N. SIMMONS
CHICAGO
333 NORTH MICHIGAN AVE.
DEARBORN 2-2375
GALE BLOCKI, JR.
As National Sales Representatives
October 1, 1956
SPONSOR • 1 OCTOBER I'JoO
23
no matter who asks the question ♦ . ♦
in Omaha
the answer is KOWH
{Exam pi i : Hooper says 47.7%)
HOOPER
PULSE
TRENDEX
This is the 58th — yes, the 58th consecutive month of KOWII
leadership in Omaha. And not just hair-splitting leadership, mind you
but, way-out-front, dowinol in<j leadership — throughout the radio day.
Hooper (July- August) gives KOWII 47.7% daytime!
Latest Trendex gives KOWII top spot in every time period!
Latest Pulse gives KOWII top spot in 204 out of 240 daytime
quarter hours.
This is the kind of market-dominance which Storz station ideas,
programming and excitement and broad (660 kc.) coverage
make possible for national and local advertisers.
Results prove it, too. Ask the Adam Young man, or
(ienend Manager Virgil Sharpe for details.
KOWH OMAHA
24
inc «3±^kz> orations l oaa
dtorz, i resident
PROGRAMMED FOR TODAY'S LISTENING
AND TODAY'S SELLING
WDCY WHB WQAM
KOWH WTIX
Minneapolis-St. Paul Kansas City Miami
Omaha New Orleans
Represented by John Blair & Co.
^ Represented by Adam Young Inc.
SPONSOR • 1 OCTOBER 1056
New and renew
New on Television Networks
SPONSOR
AGENCY
STATIONS
PROGRAM, time, start, duration
Metal Spec, Hatboro, Pa
tic Refining, Phila
tic Refining, Phila
Vmi, NY
Lcvinson Bureau, Phila ABC
Ayre, Phila CBS 4
I Myers, NY
. Flint
strand Corp, Decatur, Ala
te, NY
e Curtis, Chi
Ayre, Phila
R&R, NY
BBDO, NY
Kudner, NY
CBS 2
CBS 19
CBS 142
ABC
Doyle, Dane, Bernbach, NY CBS 81
Bates, NY CBS 86
-Ludgin, Chi NBC _
Detroit
Foods, White Plains
Mountain, NY
le, Brooklyn
Morris, NY
», NY
Reynolds, Winston Salem
n, Newark
I ■ Sewing, NY
I st, LA
, Chi
Rubber, NY
Mc-E, Chi
CBS 101
F. D. Richards, NY ABC
>n Oil, New Orleans Fitzgerald, New Orleans NBC 150
Circus; Th 8-9 pm; 4 Oct
Pitts Steelers Pro Football; Sun aft var times; 21
Oct, 6 wks
Phila Eagles Pro Football; Su aft var times; 7 Oct.
9 wks
Good Morning; M-F 7-8 am; var 5-min segs; 18 Sept;
24 times
Playhouse 90, alt Th 9:30-10 pm; 4 Oct; 52 wks
Election Night; Tu Nov 13; 8;30-concl
High Finance; Sa 10:30-11 pm; 22 Sept; 20 Oct; 17
Nov; 8 Dec only
Mighty Mouse; alt Sa 10:30-11 am; 6 Oct; 52 wks
Washington Square; alt Su 4-5 pm; 21 Oct to 13
June
Lawrence Welk ; M 9:30-10:30 pm; 8 Oct
Codfrey Time; M 10:30-10:45 am; 3 Sept; 26 wks
Capt. Kangaroo; Sa 9:40-9:45 am; 22 Sept; 26 wks
Matinee; M-F 3-4 pm; parties; 24 Sept thru 11 Oct
Creen Bay Packers Pro Football; Sun aft var times;
30 Sept: 15 wks
Detroit Lions Pro Football, Sun aft var times; 30 Sept;
15 wks
LA Rams-San Fran 49'ers Pro Football; Sun aft var
times; 30 Sept; 15 wks
NY Giants Pro Footbal; Sun aft var times; 30 Sept;
15 wks
Wash Redskins Pro Football; Sun aft var times; 30
Sept; 13 wks
Chi Cards-Bears Pro Football; Sun aft var times; 30
Sept; 15 wks
Phila Eagles Pro Football; Sun aft var times; 14 Oct
5 wks
Bait Colts, Pro Football; Sun aft var times; 3 Sept
26 wks
Bait Colts Pro Football; Sun aft var times; 9 Sept
10 wks
Creen Bay Packers Pro Football; Sun aft var times
30 Sept; 15 wks
Circus; Th 8-9 pm; 4 Oct
People Are Funny; alt Sa 7:30-8 pm; 15 Sept; 52 wks
Playhouse 90; Th 10-10:30 pm; 4 Oct; 52 wks
Playhouse 90; alt Th 9:30-10 pm; 11 Oct; 52 wks
Queen For A Day; M-F 4-4:45 pm; 9 Oct; 52 wks;
multiple spons
Bob Crosby; alt F 3:30-3:45 pm; 7 Sept; 52 wks
Navy Log; alt W 8:30-9 pm; 31 Oct
Caesar's Hr; Sa 9-10 pm; 15 Sept; 52 wks
Renewed on Television Networks
SPONSOR
AGENCY
STATIONS
PROGRAM, time, start, duration
i a, Amana, la
Oil, NY
i Tobacco, NY
I Foods, NY for Skippy Peanut Butter
I bell Soup, Camden
I ler, Detroit
Maury, Lee, Marshall, NY CBS 167
Katz, NY CBS 60
BBDO, NY NBC 177
CBB, San Fran _ ABC .
BBDO, NY CBS 95
Mc-E, NY CBS 176
Bridgeport, Conn
Mills, Mnpls
Y&R, NY
Tat-Laird,
Chi
i n Brew, St Paul Campbell-M. Mnpls
I on & Johnson, New Brunswick Y&R, NY
: gg, Battle Creek Burnett. Chi
I tt & Myers, NY DCS, NY
Millard, NY Y&R, NY _
CBS 149
-CBS 70
CBS 47
CBS 159
CBS 122
CBS 154
CBS 122
maceuticals, NY
i , South Gate, Cal
i n, NY
Reynolds,
ira, Phila
Klctter, NY
W&G, Chi
Winston-Salem
C. J. La Roche, NY
Esty, NY
Hicks & Creist,
ABC
NBC 81
CBS 122
NY
CBS 191
NBC 74
i Chi
. Chi
er Lambert, NY
on Oil, New Orleans
i, oot, Buffalo
> ey, NY
North, Chi NBC 162
North, Chi CBS 79
K&E, NY NBC 177
Fitzgerald, New Orleans CBS 103
BBDO, NY CBS 160
Ayer, NY CBS 60
Phil Silvers; alt Tu 8-8:30 pm; 25 Sept; 52 wks
.Person to Person; alt F 10:30-11 pm; 7 Sept; 52 wks
Hit Parade; alt Sa 10:30-11 pm; 8 Sept; 52 wks
You Asked for It; Su 7-7:30 pm; 30 Sept
Lassie; Su 7-7:30 pm; 9 Sept; 52 wks
Climax-Shower of Stars; Th 8:30-9:30 pm; 27 Sept;
52 wks
20th Cent Fox Hr; alt W 10-11 pm; 19 Sept; 52 wks
Tales of Texas Rangers; alt Sa 11:30-12 n; 1 Sept;
36 wks
Person to Person; alt F 10:30-11 pm; 7 Sept; 52 w
Robin Hood; alt M 7:30-8 pm; 8 Oct 52 wks
Codfrey Show; alt W 8:30-9 pm; 12 Sept; 52 wks
Gunsmoke; Sa 10-10:30 pm; 8 Sept; 52 wks
564,000 Challenge; alt Su 10-1030 pm; 30 Sept;
52 wks
Amateur Hr; Su 7:30-8:30 pm; 7 Oct
Big Surprise; alt Tu 8-8:30 pm: 18 Sept; 52 wks
S64.000 Challenge; alt Su 10-10:30 pm; 23 Sept: 52
wks
Phil Silvers; alt Tu 8-8:30 pm; 18 Sept; 52 wks
Queen For A Day; M-F 4-4:45 pm; 25 Sept to 12
Mar; multiple spons
People Arc Funny; alt Sa 7:30-8 pm; 22 Sept; 52 wks
Valiant Lady; Th 12-12:15 pm; 30 Aug; 52 wks
Hit Parade; alt Sa 10:30-11 pm; 15 Sept; 52 wks
Valiant Lady; Tu 12-12:15 pm; 4 Sept; 52 wks
Robin Hood; alt M 7:30-8 pm ; 1 Oct; 52 wks
Carry Moore, F 11-11:15 am; 20 Sept; 13 wks
1 OCTOBER 1956
|esse H.
Cripe 13)
13
Ceorge H.
Frey (41
SPONSOR
1 OCTOBER 1 ').")(>
25
1 OCTOBER 1956
.Veir and renew
Hugh Ben
LaRuc (3)
Lee
Mchlig (3)
W. 0. "Bill" fj^-
Mogge (3)
Louis
Moore 13)
Arthur C.
Schofield I 3)
Frank |.
Shea 13)
3. Broadcast Industry Executives
NAME
FORMER AFFILIATION
NEW AFFILIATION
David C. Adams NBC, NY, staff vp
James Barry WRCA-TV, NY sales
John Blair John Blair Co. NY, pres
Alan Bress Stars Natl. NY, acct exec
Charles L. Burrow
Eldon Campbell
Norm Cissna
John M. Clifford .
Ben Colman
WBZ-WBZA, Boston, sales promo mgr
WBC, NY gen sales mgr
Meeker, Chi, acct exec
NBC, NY, admin vp
Chester A. Cooper
Phil Cowan
Jesse H. Cripc
Michael H. Dann
Charles R. Denny
Dick Drummy, Jr.
James A. Felix
Edgar B. Filion _ _
Richard Foote
Raymond L. Fuld
Glenn Cilbert
William R. "Billy"
Coodheart, Jr.
Tom Gorman
Gordon J. Grant
Frank Harmon
Jay J. Heitin
Barry Hersh
H. M. "Mack" Humpidge
Carl Jewett
Screen Cems. NY, east area mgr
WFIL-TV. Phila, tv prod mgr __
CBS TV. NY. mgr press rels .
WTVJ. Miami, asst ops mgr
NBC TV, NY, vp prog sales
NBC, NY, vp owned am-tv stns & spot sales
ABC TV, La, west sales mgr
WFIL-FM, Phila, stn mgr
Meeker, NY, east tv mgr
Hoag-Blair, NY, exec vp
NBC TV. NY, net sales spec
Katz, Detroit ...
Same, exec vp corp relations
Same, sales mgr
Same also: Hoag-Blair, NY, pres
Stars Natl, Chi, gen mgr
Same, natl acct exec
Time Inc-KDYL, Salt Lake City, cnslnt best mgmnt
Same, sales mgr midwest
Same, exec vp-admin
Same, also asst director synd sales
Triangle Bcstng, Phila, prod coordinator
Screen Cems, NY, pub-exploit mgr
Channel 12, Jacksonville, Fla, gen mgr
Same, vp tv prog sales
Same, exec vp-operations
WFAA-TV, Dallas, comml mgr
WFIL-TV, prog director
Same, vp tv div
Same, gen mgr
MCM, NY. sales
Avery Knodel, Detroit, mgr
NBC. NY. program exec
WEEI, Boston, sales mgr
WCOP AM-FM, Boston, sales
WBAW, Barnwell, SC, asst mgr prog-news
WRCA-TV, NY, sales mg
WKRC-TV, Cinn, film director
WSAV-TV, Savannah, sales
Meeker, Chi, branch mgr
Charles L. King, Jr. KARD TV, Wichita, sales
Lewis Klein WFIL-TV, Phila, director
Robert E. Krueger Texaco, Nebr, gen sales
Hugh Ben LaRue WINS, NY, gen sales mgr
Edward H. Macaulay NBC Spot Sales, San Fran, tv sales
Howard W. Maschmeier . Triangle stns, Phila. exec asst _ _.
Herman Maxwell WRCA, NY, sales
Thomas A. McAvity NBC, NY, vp net tv
Lee Mehlig KTLN, Denver, natl sales mgr
W. 0. "Bill" Mogge Schlitz, Ala, dist sales mgr
Louis J. F. Moore Meeker, NY, mgr am div
Paul Murray WTTV, Indianapolis, acct exec
Stuart M. Nathanson Cascade Bcstng. Yakima, Wash, prod mgr tv
Joseph Novenson WFIL AM-TV, Phila, anncr
Vic Piano Meeker, NY, promo director
John H. Pindell KING-TV, Seattle, local sales mgr
George Rogers WKRC-TV, Cinn, coml prod mgr _
). L. Saycrs CKWX, Vancouver, sales mgr
Arthur C. Schofield Storer Bcstng. Miami Beach, adv-sales promo director Same
Walter D. Scott NBC, NY, vp-natl sales mgr tv Same
Same, in chg tv net sales
Same, gen mgr
Triangle stns, NY, natl sales, J. F. Moore
WSNW. Seneca. SC, exec asst to gen mgr
Same, sales director
Same, comml prod mgr
Same, comml mgr
Same, vp midwest ops
Same, local sales mgr
William Nelson Shafer ARB, Monterey Pk, Cal, west div sales
Frank J. Shea
Nat A. Sibbold
Chuck Standard
Carl M. Stanton
Jack Steck
George C. Stevens
Pelican Films. NY, vp sales
Closures, Inc. Detroit, asst gen sales mgr
Meeker, NY, tv acct exec
NBC, NY, vp
WFIL AM-TV, Phila
WRCA, NY, sales mgr
Harvey J. Struthers WEEI, Boston, gen mgr
Harry Trigg NBC, Chi, prog mgr
Mrs. Mimi von Zelowitz Y&R, NY, am-tv research super
Larry Wasserstein Harry B. Cohen, NY, timebuyer
Same, tv prod mgr
KIDO-TV, Boise, natl sales mgr
KTVR, Denver, exec vp
Same, head west div rad sales
Triangle stns, NY, natl sales
Same, sales mgr
.Same, exec, vp tv net programs
Same, gen sales mgr
WAPI, Birmingham, mgr am sales
Same, vp am div
Meeker. NY, acct exec
KTVW. Seattle, prod mgr
WFIL-FM, stn mgr
Same, sales develop-promo director
. KCW-TV, Portland, sales mgr
Same, tv sales rep
Same, C-FUN, Vancouver, mgr
vp adv-promo
vp-tv sales director
Same, pacific coast mgr
Hal Roach. NY, director east ops comml div
WWJ-TV, sales
Same, east sales mgr tv
Same, vp tv programs-sales-business affairs
Same, exec asst prog develop
Same, sales director
WHCT, Hartford, gen mgr
WNBQ-WMAQ. Chi. prog director
- Meeker. NY, research director
Stars National, NY, acct exec
4. Advertising Agency Personnel Changes
NAME
FORMER AFFILIATION
NEW AFFILIATION
Irving Berk
Kenneth C. Bert
Gordon F. Buck
James R. Cannon
Donald Daigh
Donna DeCamp
Richard J. Farricker
George H. Frey
Ed Gardner
Mrs Thelma Cardinier
Dorothy Gill
Ammon B. Godshall
Rosann Gordon
Jeremy Gury
Storrs Haynes
Glenn Holcomb
Robert C. Hurd
Robert F. Husscy -
Henry S. Jacobson
Bob Jardcs
Frank W. Julsen
Robert P. Leonhard
Willard Mackey
Graeme "Sandy" MacLeod
Irving Mark
Alan Morgan
Joseph Pedott
Shelley Piatt
Edward M. Stern
Ir. Berk Co, NY, owner
Scranton Lace, Scranton, asst to pres
FCB, Chi, asst gen mgr
Compton, NY, media
Y&R, NY, tv prod
Cary-Hill, Kansas City
Mc-E, Detroit, vp-group head
NBC TV, NY, vp sales
Actor-prod-writer
Subrow, Phila. am-tv timebuyer
Leo Burnett, Toronto, in chg media
Mc-E, Detroit, acct exec
Street & Finney, NY, am-tv dept
B&B, NY, vp-copy chief
Compton, NY, vp am-tv
Love Electric, Seattle, adv mgr
Free lance prod-writer
FCB, Chi, vp
Bates, NY. acct exec
Inland Distrib, Kansas City, adv mgr
R&R. Chi, vp-acct exec
Mc-E, Detroit, asst acct exec
Ccn Foods, NY, prod mgr
L.
C Cumbinncr, NY, acct super
Leeds & Northrup. Phila, media director
Cary-Hill, Des Moines, copy
Pedott Acy, Chi, owner
NCK, NY, tv prod
FCB, Chi, media dept
Friend, Rciss Adv. NY, acct group head
Lenhrt Adv. Hopewell, N), vp
Same, vp-media director
Same, asst acct exec
Esty, NY. exec prod tv commls
Cary-Hill, Des Moines, am-tv director
Mc-E, NY, acct mgmnt service director
SSCB, NY, vp net ops
JWT. NY, tv creative prod staff
Arndt. Preston, Chapin. Lamb & Kecnc. Phila. am-tv
K&E, Toronto, media super
Same, vp-group head
TAA Adv, NY, am-tv media buyer
Bates, NY, vp creative super
JWT, NY, tv group head
Cole & Weber, Seattle, acct exec
Cole & Weber, Seattle, am-tv director
FCB. Detroit, media acct exec
L&N, NY. vp Colgate acct
Cary-Hill. Kansas City, acct exec
Cunningham & Walsh. Chi, acct super
Same, acct exec
SSCB. NY, acct exec
Same, vp
Arndt, Preston, Chapin. Lamb & Keen. Phila. media d>
Same, acct exec
R Jack Scott, Chi, acct exec
Same, am-tv prod mgr
Same, media mgr
26
SPONSOR
1 OCTOBER 1956
Covers All
Sports!
|()WA sports lovers get top television sports
coverage on WHO-TV, because our TV operation uses
the same great sports staff that has built such a
tremendous reputation on WHO Radio!
In addition to daily sportscasts by Jim Zabel, Iowa's
"most-listened-to" sportscaster, WHO-TV schedules
scores of exciting sports contests — both live and on film
How loyal and enthusiastic is the WHO-TV
sports audience? Well, last Fall when
there was a slight technical delay in
getting one football telecast on the air,
WHO-TV received 1500 phone calls — and
the Northwestern Bell Telephone Company
reported a backlog of 5000 other calls!
Let Peters, Griffin, Woodward, give you all the facts
on WHO-TV — Iowa's BIG television value.
%S*\
WHO
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WHO-TV
Channel 13 • Des Moines
mp-
Col. B. I. Palmer, President
P. A. Loyet, Resident Manager
Peters, (iriffin. Woodward, Inc.
National Representatives Affiliate
SPONSOR • 1 OCTOBER 1956
27
JULY '56
TELEPULSE
PROVES
KTBS-TV
LEADS
in Shreveport
LEADS IN 54%
of rated quarter hours from 5:00 P.M.
to 10:00 P.M. Sundays and 6:30 P.M.
to 10:00 P.M. Monday through Friday.
LEADS IN 65%
of the rated quarter hours from Noon
to 5:00 P.M. Monday through Friday.
LEADS IN 67%
of the rated quarter hours from I :00
P.M. to 6:30 P.M. Sundays.
LEADS IN 57%
of the rated quarter hours from 6:30
P.M. to 10:00 P.M. Mondays,
Wednesdays and Fridays.
LEADS IN 72%
of the rated quarter hours from 6:30
P.M. to 10:00 P.M. Thursdays.
KTBS'Ti/
CHANNEL
SHREVEPORT
LOUISIANA
E. NEWTON WRAY, President & Gen. Mgr.
NBC and ABC
Represented by
Edward Petry & Co., Inc.
agency profile
Ihu'ul E. fit finer
Program director, head of Hollywood office
Guild, Bascom & Bonfigli, Hollywood
"I got into tv because I once played the trombone," says Guild,
Bascom & Bonfigli's Hollywood program director, Dave Fulmer.
"But I can honestly say that my four kids grew up in the business."
The not-so-tenuous connection between Fulmer's trombone and
his first tv job was the fact that the bandleader, sales manager of
KRON-TV, San Francisco, offered him a directing job. Fulmer
points out that he brought to that job "\ears of experience trombone-
playing in the Army Air Force, not to mention work at the Pasadena
Playhouse acting, directing, writing and producing."
An informal man in his thirties, Fulmer feels that the serious
business aspects of advertising have in no way cramped his style
as an artist. "Commercial tv is a personality medium," he says.
"Our agency has a personality. Each of our products has a per-
sonality. Our job on tv is, of course, to win friends and influence
sales figures. And the way to achieve this is b\ making compatible
the various personalities of product, agency, copy and announcer."
Fulmer defines bis job b\ stres>ing hi^ function as coordinator
between product personalis and the tv commercial announcer. "And
I tr\ to see that neither suffers at the hands of the production."
Since Holhwood is the West Coast production center, Fulmer's
job includes riding herd on network tv shows originating from there
for such agenc\ clients as Ralston-Purina and Skippy Peanut Butter,
as well as supervising film production fanned out to independent
producers.
As tv program head for an agency famed for its off-beat approach,
Fulmer is equipped with a verj essential, w r\ sense of humor.
GB&B's Eun-type t\ commercials have given the agency a distinctive
reputation as the creative shop that's done for |\ what Ogilvy, Benson
& Mather did for print advertising.
"But there are limes when a sense of humor alone doesn't help.
Fulmer savs. "Wight now our San Francisco creative office has me
stumped. The) jii-t sent along some cop) introducing Mother's
Cookies' new package, which will be seen on tv. Bui how the hell
nil I going to show 1 1 i i — 'passionate purple package on a black-and-
white television screen? * * *
28
SPONSOR
1 OCTOBER V)7i()
vriy 'Ml.1.,
[IDKJLFIUA STORY
• ••••
1U IV U
(A COLORFUL TALE)
A * i> #is proud by nature. But
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Right now, the proudest* L, "in
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Yes, Philadelphia is taking on a new kind of local color. As of September 24th, "WRCV-TV telecasts in
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U
LEADERSHIP STATION IN PHILADELPHIA SOLD BY Imic I SPOT SALES
53.5%
AUDIENCE
SHARE*
MONDAY thru FRIDAY
ON THE AIR 6 YEARS
"STRICTLY
RICHARD" from
with DICK FRENCH
10 AM - 1:15 PM
MONDAY - SATURDAY
NON-REQUEST SHOW
STANDARD, PROVEN MUSIC
Share of Audience
RICHARD"— 53.5
NET. STA. B— 19.5
NET. STA. C— 18.4
C. E. HOOPER INC.
1956
LANSING, MICHIGAN
MUSIC • NEWS • SPORTS
CALL
VENARD • RINTOUL • McCONNELL. INC.
L
Walter 4. Sheaffer Ml
President
W. A. Sheaffer Pen Co., Fort Madison, Iowa
"Tv should be called demonstravision," suggests Walt Sheaffer,
34-year-old president of the W. A. Sheaffer Pen Co. "Demonstration,
the most powerful selling force available, has been tv's most impor-
tant contribution to Sheaffer pen sales/'
And today, as the firm's young president points out. Sheaffer
leads the writing-tools industry both in domestic sales and in tv
advertising. The firm's advertising is handled through Russel M.
Seeds Co., Chicago.
"Television advertising reaches maximum effectiveness only when
retailers tie into it with local advertising and promotion. Our com-
mercials are designed to sell at point-of-sale as well as in the home.
We try to give them dramatic visual impact and remembrance value
that will remain with consumers when they go into retail stores to
buy writing tools."
Sheaffer first used network tv in fall 1952 when it introduced the
"no-dunk, messproof Shealfer Snorkel fountain pen" on NBC TVs
Show of Shows. (See Snorkel Pen Made Sheaffer Switch to TV, 27
June 1955, page 36. 1 Sales results were almost immediate. Shortly
after its tv debut, the firm went on to cosponsor Jackie Gleason on
CBS TV until he signed an exclusive contract with Buick in 1955.
Since then Sheaffer has been identified with such shows as CBS T\ "s
Two for the Money. ABC TV's Who Said That and Penny to a
Million. Starting 2 October, Sheaffer will cosponsor The Brothers,
a new CBS TV situation coniedv.
Grandson of the founder of tlie 13-year-old pen company, Walt
Shealfer started working for the firm in 19-4-5. became president in
1953. A six-foot Midwesterner, Sheaffei likes to relax Erom his
responsibilities when he's out duck hunting. He lives about a mile
from the pen company's headquarters with his wife and four young-
sters. "And one of the nicest things about the job is the fact that
I can get to it from home in five minutes."
Marketing-conscious, Sheaffer feels he cant o\erstress the impor-
tance of l\. "As mass merchandising technique- come into greater
use and consumers come to the retailer armed with preconceived
opinions about brand name products, television advertising provides
an additional means of demonstrating products and implanting these
opinions before the consumer "ets near the store. *■*■■*
30
sl'nYMili
1 o( Tom i! 1 05(i
Chicago,
Chicago,
Unit Meal Pad; in' Town-
Number One
in the World!
...AND
ARMOUR & COMPANY
SELLS MEAT IN CHICAGO
WITH WMAQ's GEORGE STONE
No mean packer himself, George Stone
crams a tremendous amount of selling Eor
\miioui & Company into his Monday-
through-Frida) 4:30 pm newscasts. Foi years
an established radio Favorite with Chicago's
listening millions. George knows how to
transform high audience-ratings into mount-
ing saks figures loi his sponsors. And he's
read) to do thai job Eoi you, too . . . for as
little as 21'--|>c'i thousand listeners.
Follow the leaders like Armour who really
know this market. I'm this dynamic sales
man to wot k lot you on his own "George
Stone Re< ord Show" (Monday-Friday, 4:35
4:45 pm) or on "George Stone and the News"
(Monday-Friday, 5:45-6:00 pm). Ge) com
plete details from NBC spot Sales. In Nev
York, call your NBC Spot Sales representa
live lor an immediate Radio-Phoni< spot
liitv ing audition l>\ telephone.
WMAQ
Radio leadership station in Chicago sold
(nbcJ
SPOT SALES
>l'0\M>R
1 OCTOBER 1 ').">( p
31
..NOT SEVENTEEN?
'
YES...WBRE-TV does have
a 17 County Coverage
But what good is coverage without consistent picture
quality? Without the highest audience ratings and
without the best day or night programming to pene-
trate this vast Northeastern Pennsylvania market? 1
That WBRE-TV and only WBRE-TV has all four of these: j
COVERAGE . . . AUDIENCE . . . RATINGS
and PROGRAMMING consistently, is a matter of
national record.
Today there are 17 or more kinds ot Zebra
with stripes of varying widths and colors.
Very confusing to the eye, making them
least attractive ot all lour hooted animals.
I0BE
AN. iJUU BASIC BUY : National Representative : The Headley-Reed Co.
Counties Covered: LUZERNE LACKAWANNA LYCOMING COLUMBIA
SCHULYK1LL NORTHUMBERLAND MONROE PIKE WAYNE
WYOMING SULLIVAN SUSQUEHANNA BRADFORD UNION
SNYDER MONTOUR CARBON
TV Channel 28
WILKES-BARRE, PA.
I OBER 1956
Agency marketing services:
do clients really use ihem ?
Most air clients employ some marketing services, but extent of use
depends on product, company. Promotion is best liked service
by Evelyn Konrad
MJo clients really want their agencies in market- ing strategy for the needs of their various clients.
ing? The crucial point, however, is whether these ser-
vices are of tangible value to clients. To gauge the
answers to the questions posed above, sponsor
went to top advertising executives of major radio-tv
clients. The cross-section interviewed included such
To what extent do clients actually use these extra
agency services?
And what do clients think of their agencies' abili-
ty to handle services that range today from sales
promotion to public relations?
The agency in 1956 is a complex organization
staffed and equipped to render a multitude of ser-
vices over and above the creating and placing of
advertising. (See 23 July 1956 sponsor. ) Agency-
men say these services give them a broader more
business-like scope that helps in shaping of advertis-
diversified product categories as drugs, package
foods, gasolines, automotives, hard goods.
From these interviews emerged a series of con-
clusions, which summarize the reactions of clients
with combined 1956 advertising expenditures in
excess of $102 million — better than 60% of this
expenditure devoted to air media:
Displays are created bv agency merchandisers. Herb London, K&E west coast promotion, checks setup
sgsau
MARKETING SERVICES USED? {Continued)
1. Most clients, including those who
do not use many extra agency services,
feel that marketing experience has
given advertising thinking of their
agencies greater depth. The agency's
attempt to know the client's problems
from manufacture through distribution,
clients feel, gives the agenc) a better
perspective in its advertising recom-
mendations, particularl) in tv and
i adio.
2. Medium-sized advertisers, particu-
larl\ in the package-goods field, tend
to use agencj services, like extensive
marketing research, in far greater mea-
sure than some hard-goods giants.
However, in this area virtually every
generalization has loop holes. For
example, a giant hard-goods manufac-
turer with a large staff devoted to mar-
keting research still uses his agencies
to review the research or amplify it
from a more objective viewpoint. The
only valid generalizations in this area
are (1) sales promotion is the most
frequently used extra service; (2)
price and distribution counsel are the
least frequentl) used agency services.
3. Usefulness of specific services
hinges not so much on the particular
product the client sells as it does on
the client organization. The higher
the level in the client operation where
sales, advertising and marketing are
integrated, the more use the client is
likelv to make of the agency services.
If advertising and sales are not coordi-
nated the client often makes less effi-
cient use of his agency's services.
4. The cost of these extra services
depends upon the size of the client s
budget and the profitability of the bill-
ing. Fees for the services are negoti-
ated as the services are required, and
the majority of clients interviewed felt
that fees agencies ask were proportion-
ate and fair in most instances.
5. Public relations is the agency ser-
\ ice most heavily under fire from
clients. Those interviewed by spon-
sor, including a number who use agen-
cy p.r. facilities, felt that this is a spe-
cialized field which agencies should
stay away from. The majority of those
interviewed yvho did use their agency
p.r. staff used it principally for tv pro-
gram or product publicity.
Here, then, in greater detail are the
reactions of clients to specific services
beyond media and copy that their
agencies perform:
Product research: "Clients lose out."
says the ad manager of a multi-product
drug company, "if they don't use their
agency's services to the fullest. The
modern agency should be more than a
space or timebuying operation: I look
to the agency to provide general mar-
keting strategy and want it to furnish
me with information on I 1 I new prod-
uct uses and areas; (2) packaging;
(3) merchandising; (4) sales promo-
tion."
He mentioned one product research
project, suggested and carried out by
the agency, which resulted in labora-
tory experiments and an eventual
HOW AIR MEDIA CLIENTS USE AGENCY MARKETING SERVICES
PRODUCT RESEARCH
Heaviest users of this service tend to be in food or drug field. But hard-
goods manufacturers, like one freezer company, can benefit from it.
Freezer didn't sell despite heavy tv effort. Research showed minor
product disadvantages. Client corrected them, and freezer sales unfroze
DISTRIBUTION
Major suggestions, like upheaval in distribution pattern, rarely come
from agency, clients say. But agency marketing counsel is valuable on
determining such things as best location of product in a supermarket,
even whether new product should be drug or grocery-chain distributed
PRICING
Agency suggestions for pricing are most valuable for products that are
subject to frequent price promotions, drug products particularly. For in-
stance. Hinds let agency test whether it should package 490 bottle plus
100 dispenser, or 980 pack of two 490 bottles with free dispenser
PACKAGING
Because of need for new packages to be "tv-proof ' and even color-tv-
tested, agencies play valuable role in packaging according to cigarette,
food, drug and even gasoline clients. However, some clients charge that
agency package designers are higher priced than independents clients hire
SALES PROMOTION
The great majority of clients, particularly air media advertisers, use
this service most and like it best of all. Heavy tv investment espe-
cially, they say. has made point-of-sale carry-through and other sales
promotion essential. Clients who don't use agency for this are exception
'■I
M'ONSOK
1 OCTOBER I 956
McCANN-ERICKSON CUNNINGHAM & WALSH BBDO
Stan Canter, director of marketing research, Publicity director Kate Urquharl i- briefed Two of HHIH)'- home economists work oul
pointing to map, explains sample to re- 1>> department store buye luties for her recipes in agency's test kitchen for client
searchers (1. to r.) \. Vchenbaum, S. week in retail work. \\r,-k of retailing i- products, such as * ampbell Soups, I
Stanislaw, Knth Lusskin, and Henrj Senfl pari of her job for sewing machine client product tests form base foi cop) approach
change in the product formula. The
agency used a consumer panel to find
out how a deodorant compared with its
competition in terms of ( 1 ) fragrance;
(2) stickiness; (3) skin irritation;
1 4) effectiveness as an anti-perspirant.
The preliminary test was followed by
lengthy and detailed questionnaires
processed by the agencv . On the basis
of this research, the agency made
recommendations to guide the client
laboratory research. Result : several
\ears later the company introduced a
deodorant with a new formula.
"I'd hazard a guess." said the prod-
uct manager of a major drug com-
pany, "that there's no reason any in-
dustry should not use its agency or
services of its agency to the same ex-
lint as we do. After all. every indus-
try needs fundamental the same
answers.''
Yet, where product research or new
product development is concerned,
there's a very wide range of opinion
among clients. The soap giants, for
instance, use their agencies to a large
extent to explore (] I the size of the
potential market a new product might
claim and i2l what shape, size and
form the new product should take; this
and other information the companies
also gather through their own staffs of
researchers.
Among hard-goods manufacturers,
opinion on the value of such agencv
service divides sharply.
"The agencies cant duplicate the
staff of experts who develop our prod-
uct," says the executive vice president
of a major electrical appliance manu-
facturer. "We have engineers and
consultants on the payroll to develop
product improvements from the tech-
nological viewpoint. We ye got stylists
to study the trends in furniture and
colors. How could the agency help us
there/
As an electrical appliance adman
further pointed out, the value of the
type of consumer market research
agencies do is an "after-the-fact guide
to product or style preferences." \nd
he added, "In our field I radio and t\
set manufacture! there's no need for
such information since the industry-
wide count) -by-countv sales figures
that are available to all of us in week-
l\ and monthly bulletins tell us more
than an isolated agencv s isolated con-
sumer panel could.
Technical product improvements, in
other words, hinge not on consumer
preferences, these clients say. but on
research. The agency can't contribute
here. And style preferences, the) say,
are indicated by their industry sales
records which agency research couldn I
hope to approach in accuracy.
But this point of view is not neces-
saril) generic to the entire hard-goods
field. For instance, one electrical ap-
pliance manufacturer had designed a
freezer without benefit of consumer re-
search. Despite heavy net tv backing,
the freezer didn't sell. It seemed to be
competitively priced, was highly avail-
able in retail outlets, but it didn't sell.
The client asked the agency to do a
study. The agency, one of the top
three in air media billings, has a home-
makers' opinion poll of 5.000 families
throughout the U.S. But in this in-
stance the agency's market research
people set un special selected consumer
interviews from which the following
conclusions emerged: (1) the basket
in the freezer was too inaccessible: i 2 i
other minor changes would make
it easier to use. The product changes
were incorporated, and the t\ campaign
was left intact. Within weeks, sales
showed improvement.
Says a marketing executive of Mc-
Cann-Erickson. "The coordination of
research and creative processes within
an agencv works to the clients advan-
tage. It oi\es the agency creative peo-
ple access to broader product knowl-
e Ige."
And the majorit) of client ad execu-
tives interviewed agreed with that con-
clusion.
Sometimes, of course, it becomes c\-
tremelv difficult to adeipiatelv evaluate
the agency's contribution to a market-
ing strategy, saj some admen. Vn
i Please turn to / age 100)
SPONSOR
1 OCTOBKK 1 ')">()
35
1 QQQ l'"-i -< l«-pi • — i«m years -aw Welch Grape Juice Com-
XUOO |i.im\ -alt- rise from under $3,000,000 annually to
about §8,000.000 with aid of CBS' Irene Rich who sold diet
coti-cious li-tener- on reducing theme "too successfully"
-than las' »e"
IQCAWIhm Welch's marketing approach was revised in
Xv«/U'50 the Welch Company went into sponsorship of
top kid show Howdy Doody in order to sell the Welch line
of products to mothers and children as a refreshment drink
1 QC/I Welch's moved ovei to ^BC's popular "Mickey
JUw ■ \lou-e Club"; carried on pattern of merchandising
set when company was sponsoring Howdy Doody. Disne)
characters continue to sell Welch'- as a health) refreshment
■I QCC I alcst addition to the Welch programing is NBC's
Ivvwdaytimi l\ participation show under direction of
Mill Leyden. New show, which commenced for Welch's
in September, i- designed especially to appeal to women
Hun to iiiiiU
Welch's had limited markt
JWM a") of Madison Avenue's young
men in Brooks Brothers suits were
hardly out of their diapers when
Welch's Grape Juice hegan sponsoring
Irene Rich over the CBS Radio net-
work in 1933. Even so it's not too
surprising how many may reinemher
her and the accompanying copy that
touted Welch's as a weight-reducing
drink for almost a decade.
Since 1933 Welch's Grape Juice has
kept pace with the country's growth
in a \\a\ that would make its founder.
Thomas Bramwell \\ elch, a \ ineland,
New Jersey dentist and Communion
steward of that town's Methodisl
Church, wonder at what he had
wrought. This year the Welch Corn-
pan) will invest $1,000,000 in televi-
sion ami radio in order to sell its Grape
Juice. Grape Jelly, Grapelade and
Welch's Frozen Grape Juice.
Since W elch s sponsorship of Irene
Rich, the Grape Juice has gone through
three stages of advertising growth.
Initially Welch's was advertised as
the drink that would aid in reducing.
The theor) was that if it was drunk
before meals it could reduce appetites
sufficient) ii> enable dieters to cut
down <>n the intake of food-, particu-
lar!) those of a high caloric value.
From the standpoint <»f memorability
the campaign waged l»\ Rich was prob-
abl) one of the most successful in the
chronicle- of advertising. There is
hardl) an adult alive toda) according
hi Richard K. ManofT. of the agenc)
rii
iss product out of a specially
'Irink. But iv and now copy delivered mass market, quadrupled sales
that bear* his name, old enough to
be aware of advertising who does not
even now associate Irene Rich with
Welch's. A remarkable number of
people continue to think of Welch's
in terms of staying thin or dieting.
In the words of Barbara Collyer,
Welch advertising manager in 1951
(see sponsor 10 September 1951)
the drink Welch's and stay thin cam-
paign was '"Too successful." Now,
five years later the stay thin campaign
is still remembered though two newer
approaches have since taken its place.
In late 1950 Welch's entered into
sponsorship of the Howdy Doody
Show on NBC-TV and began to sell
itself on the basis of inherent charac-
teristics that had theretofore been
overlooked.
Richard ManofT, the man most re-
sponsible for the revision of thinking
about the Welch's campaign, last
March left Kenyon & Eckhardt to open
his own shop with Welch's as his first
account. The split with K & E was a
completely friendly one that arose out
of K & E's acquisition of the Pepsi
Cola account. Because of the soft
drink approach that ManofT developed
for Welch's the Pepsi Cola people
asked K & E to resign the account
before taking them on. When K & E
resigned Welch's, the company asked
ManofT to continue handling it for
them and the Richard K. ManofT
agency was formed. The first six
months of the young agency's exis-
tence were organizational without any
attempt being made to solicit business.
Some accounts have been turned down
"regretfully" explains ManofT because
the plans for the agency are that it
will specialize in package goods con-
fined to supermarket distribution.
W bile with K & E, ManofT, besides
holding down a vice presidency7 as
supervisor of food accounts, was chair-
man of the agency's marketing plans
board on all accounts and a member
of the review board on all accounts.
ManofT developed Welch's appeal
simply as a delicious and refreshing
drink. Advertising suggested that
W rich's be substituted for, or used
with, soft drinks that were already
being consumed. The objective was
to create a frequent and repeated use
as a refreshment with a subordinate
emphasis of its healthful aspects.
The assumption was that Welch's
healthful properties were already taken
for granted bv the public. It was also
assumed that because parents were
aware of Welch's healthful qualities
i Please turn lo pn^e 1 00 I
Jack M. Ka
who turned
plan, fi
Compa
rmer W
ny over
elch's president, (L to r) Howard Nubs, Welch'* executive m>. advertising & sales; K
to the growers Douglas M. Moorhead, president National Grape Coop., and Ka\niond T.
ehard K
Ryan, W
ManofT;
elch's v.p.
SPONSOR
1 OCTOBER 1956
37
Is this the year of the
network radio breakthrough ?
Signs of increased business indicate that webs have finally "reached*"
the advert i.ser with new concepts of economy, flexibility, big audiences
g he Greal Rediscover) of Radio
which has taken place during the past
year or so has affected all sectors of
the medium in one way or another.
No "roup of hroadcasters welcomed
the reawakening more than the net-
works, for the) had been hit the hard-
est b) the impact of tv's glamor. The
radio webs had adjusted themselves to
the new era long before man) adver-
tiser- realized it so that when the re-
awakening came, the uehs were pre-
pared with programing and selling
concepts thai spelled out the fact that
radio was not competitive to t\ hut a
different medium with special strengths
all its own.
\- 1956 goes into its last quarter
signs are multiplying that an upturn
in network radio's fortunes is at hand.
For example. ABC expect-, to gross
LO to 2H'< more this year than last
and CBS, which has been pacing the
new business increases, report- that
the last quarter of 1956 and the first
quarter of 1957 will bring in more
money to CBS than the comparable
quarters the vear before. I hounh le-s
specific, Mutual and NBC are also
shooting for higher sales targets. \t
the present time, however, overall net-
work business is running behind last
year.
Many have wondered what has de-
laved the expected upturn. Specific al-
ls, what has kept advertisers from
rushing to embrace network radio's
abilit) to enmesh large audiences
through scattered participation buvs
and at a cost no one denies is rock
bottom .
There is no one, simple answer since
a omiplcx medium and a diversit) of
advertiser problems are intermingled
here. However, discussions with net-
work executives have brought out some
of the broad factors they have come
up against in this readjustment era.
Mentioned most often is the heavy
psychological disadvantage which stag-
gered network radio when t\ went
big-time. This is described as more
than a mental condition among adver-
tisers. One culprit, as the radio net-
works see it. is pressure from the deal-
er and salesman for tv excitement. But
there was also the attitude among ad-
vertiser- and agencies (even before
dealer pressure was felt i that t\ was
easy to put across at sales conventions
and radio wasn't.
John Karol, sales chief at CBS Ra-
dio, told sponsor: "Now that I look
back. I can see that, originally, there
was an excess of interest in network
radio during the halcyon da\ s. This
demand for excitement carried over
into t\. The top !<• complex is still
with us. I suppose advertisers had to
try t\ to see what it could do and the
dealers demanded it.
"But, now it's been done. A lot ol
iBC: Network's morning program block, which includes "When
a i.ul Marries," below, really got off the ground with sales
when the network broke up the shows into five-minute segments
CBS: I se of more hi:: names on webs at night includes half-
hour strip <>f Koher! Q. Lewis, Monday through Friday. CBS
i~ also negotiating for Jack Benin in old Sundaj night slot
»«•?":*■
!&&??«
MBS: Welt i- in midst of program revamping, aim- to reach
hulk audiences during the day. selective audiences ai night,
tanong the shows MBS will build around is "Queen foi a Day"
NBC: New niana-iin. m team, headed 1>\ MattheM < ulligan, will
start promoting network radio via "imagerj transfer" theme,
which stresses economy ol using t\ sales themes in radio plugs
advertisers have found tv terribl) ex-
pensive and are looking For hread-
and-butter advertising opportunities.
And these opportunities exist in net-
work radio."
This doesn't mean that network ra-
dio people see the medium as plain
and uninspired. Karol stressed the
importance of well-known names to at-
tract an audience. And the search For
ways and means to bring network ra-
dio's own brand of excitemenl con-
tinues.
Matthew Culligan, NBC Radio's new
boss, points to Monitor as an example
of the kind of excitement network ra-
dio needs. He also told of plans for a
new show, tentatively titled The Most
Beautiful Voice in America. Listeners
will he invited to record their voices
and enter them in a contest. The con-
testants may sing, recite or act. The
contest will start on the local station
in line with NBC Radio's polic\ "I
building programing jointly with the
affiliates. Current thinking at the web
is to slot, perhaps, five-minute seg-
ments of the show into Monitor.
"This ha- all kinds of merchandising
possibilities," Culligan explained. "An
auto advertise) could arrange for con-
testants to sign up in dealers' show-
rooms. A package-goods advert i-ei
could ask contestants to send in box
tops. And so forth."
Another barrier faced by the radio
webs was the lack of good, solid com-
munication between the networks on
one hand and the agencies and adver-
tisers on the other. Its not that buyer
and seller weren't in contact. Rather,
the networks point out, the contact was
routine and hovering over the meet-
in-- wa- the deadly atmosphere in
which radio was constantlv compared
with the \ears before rather than
being looked at with fresh eyes.
\\ hat has happened recently has
been a breakthrough, especially to the
advertisei himself. The $1.5 million
Colgate deal CBS Radio made involv-
ing a total of 2D 7'j-minute segments
on a scattering ol daytime soapers fol-
lowed a series of meetings with the
client. It was not a question of going
over the head of the agency, since the
uumhci ol products involved also in-
volved a number of agencies and,
consequently, the final decision (with
the question of quantity discounts)
could onlj be made h\ Colgate.
The important thing was that the
decision involved the client's grap-
pling with some fundamental media i--
sues il\ monc\ was used in the (IBS
buy) and. inevitably, brought aboul
some rethinking on the part of Col-
gate. The wa\ the networks look at it.
now that the decision is made the
sales job is easier for the future.
The Colgate buj had something of
i Please turn to pai^e LIS i
How network radio is working to break through to the advertiser
W!HIIII!I!I
llllllllllllli'illlllillllllllllllllllllllllllllllllllllllllllllllllllll^lllllllll^lllllllllllll
THE BARRIER
Lack of solid communication
in recent years between webs,
clients was caused by routine
contact, tendency to compare
network radio with old das-.
Advertiser has finally been
brought to look at network
radio with fresh eves and take
advantage of its unique values
THE PROGRAMING
Network radio suffered most
From t\ because latter took
its place in excitement value.
Dealers demand tv and clients
find tv easier to sell to their
salesmen. Webs realize now
that client- had to trv tv but,
now thai the) have, urge clients
to trv network radio's economy
THE BREAK THROI (.11
Trend to short program, like
Five-minute news -how. seems
to have run course. Longei
-hows are getting more atten-
tion, one reason being they
can be sold at lower prices,
l-.ntiv of hii: name- at night,
like Bob I lope and lack Bennv .
mav renew interest in that time
IlllllUllilllllllllllllllllllllllllllllllllllllllllllllillllill
SPONSOR • 1 OCTOBER 1956
[lllllllll
39
1908: Sarnoff, who had taught himself 1922: Sarnoff, no\s with RCA, demonstrated 1939: ""Now — we add sight to sound!"
Morse Code, became wireless operator at possibilities of international broadcasting Television was demonstrated to the public
the Marconi station on Nantucket Island before the .New York Electrical Society for first time at the Y Y. World's Fair
«
GEN. SARNOFF: THE 20TH CENTURA
The radio-tv era has been sparked for 50 years by this down-to-earth visionary with an
unusual record for dreaming out loud, then pitching in to make those dreams come true
■ <>r most of the 50 years since Sep-
tember 1906, when 15-year-old David
Sarnoff became interested in wireless
telegraphy, the electronics industrj has
been in a wild race to keep up with
his predictions. Most of his predic-
tions have come true. More are des-
tined to come true soon. But should
they show signs of bogging down, it
is pretty certain that Sarnoff will — as
he has frequently done before — help
make them come true.
"I have in mind a plan of develop-
ment," Sarnoff wrote in a 1916 memo
proposing his now classic "Radio
Music Box" scheme to the general
manager of the Marconi Co. for which
he worked, "which would make radio
a household utility in the same sense
as the piano or phonograph. The idea
is to bring music into the house by
wireless. . . . The same principle can
be extended to numerous other fields
. . . events of national importance"
{Forty years later, about 100.000,000
Americans not only heard — but saiv —
the conventions of both major political
parties as covered by three networks).
' i i! minimi ii milium iiiiiimiiiiiiinim i mi miiim in llllllillllllllllllllllllg
SARNOFF PREDICTIONS COME TRUE
Radio sets
Networks
Television
Tv advertising
"I have in mind a plan of development which would
make radio a household utility in tin- same sense as the
piano oi phonograph. The idea i- to bring music into
the house by wireless." — 1916
'*Th«- trend ol the future will be .... consolidation
of ... . stations into larger and more powerful stations
sending out programs of greater varietj and significance
. ... to r\n l.lljiei .ill. Inner-." U'UII. L923
"I believe thai television, which is the technical name
foi seeing instead of hearing 1>\ radio, will come to pass
in due course .... foi thosi ii home to see as well as
hi ii . . . the broadcast." VPRIL 1923
"Advertisers who i sot radio programs will I"- given
new possibilities oi appeal through the medium ol tele
vision. . . . Demonstrations "f the product will take place
■ ■! r\len-iM .illinium eiuenl-." JIM 19 19
"". . . Baseball scores can be transmit-
ted in the air b\ the use of one set in-
stalled at the Polo Grounds." (When
the Brooklyn Dodgers finally won their
first World Series last year, their home
audience for the Sunday game alone
numbered about 25,000,000 thanks to
the Radio Music Box and its Looking-
Glass Companion I **.... This proposi-
tion." Sarnoff's memo went on. "would
be especially interesting to farmers and
others living in outlying districts re-
moved from cities." (Most recent fig-
ures on U.S. farm radio ownership
places set saturation at 95%).
"Should this plan materialize," he
concluded, "it would seem reasonable
to expect sales of 1.000.000 radio music
boxes within a period of three years.
Rough!) estimating the selling price
at $75 per set. $75,000,000 can be ex-
pected." [When RCA, the empire
Sarnoff note heads, took over Marconi
in 1922 and began turning out radio
music boxes, the first three years not
only bore out — but exceeded — his esti-
mate: actual sales amounted to $83,-
000.
Sarnoff could have slopped righl
there and, with that one brief memo,
sel himself up as major prophet of the
whole radio-television age. But for
him il was just the beginning of a
long String of prophecies designed to
goad bis own organization as well .i-
competitors into accomplishing the
next-to-impossible in this new field of
communications. There is about Sar-
nofl a preoccupation with the future
1940: Three years after starting NHC's 1944: World Wai [I brought Brig. General 1947: \t an Vtlantii Citj meeting of
first all radio symphonv orchestra, Sarnofi Sarnofi into active military service to NB< affiliates, Sarnofl urged broadcasters
visited with its famous conductor, Toscanini serve with General Eisenhower .it SHAEF to entei the loan. I m-» field of television
tACTICAL PROPHET
mrnama
&*&.
wmmmmt
1955: Gen. Sarnofi looks ahead to
the day of a thin, flat t\ screen to hang on
the wall like a picture
that colors practically every statement
he makes. Even when he isn't deliber-
ately making a prediction, he appears
to be anticipating a coming event.
When Ampex, a relatively small Cali-
fornia company, rocked this year's
NARTB convention with their demon-
stration of a television tape recorder
(patently beating Sarnofi's giant RCA
to the punch), more than a few indus-
try people raised the question. "What
will the General have to sav about
this?"
As usual, the General had already
said it.
On 31 January, several months be-
fore, in an address before the Ameri-
can Institute of Electrical Engineers in
New York City, General Sarnofi had
outlined his own company's progress
in developing and testing their tv tape
recorder. Then he went on to say, in
part, "You may wonder what philoso-
ph) prompts me to reveal these new
developments publicly while the) are
still in the experimental stage.
"In television and in other instances
— where the information is not 'classi-
fied' and does not involve our national
security — RCA has continually made
progress reports and released informa-
tion that enabled others not only to
catch up but at times even to move
ahead of us. . . . Whether we succeed
in completing an invention before
others whom we stimulate to work
along similar lines, is not as impor-
tant as it is to bring a new product or
(Please turn to page 109)
SPONSOR
1 OCTOBER 1956
41
ff
Know television-will travel"
JWTs traveling producers help improve clients* shows, act as scouts, work
*K
now tv, will travel.
A number of young men. both on
agency and client payrolls, broadly fit
the sentence above. Essentially, they're
schooled in tv production techniques
as well as promotion. Their main job
is to travel to local markets as general
troubleshooters. and above all, insure
that clients get the maximum benefit
out of their ever-increasing spot tv ex-
penditures.
Most agencv producers, particularly
tin1 young unmarrieds, spend some of
their time on the road, working with
local station personnel on local shows
and live commercials. However, at J.
Walter Thompson, the traveling 1\
producers form an independent depart-
ment of their own. Of course. the\ go
to local stations partly to improve pro-
duction values of client-sponsored
shows and commercials.
But an important byproduct of the
traveling done b\ the young producers
is the fact that they become the on-the-
spot eyes and ears of the agency media-
men where scouting out good avail-
abilities is concerned.
To see such traveling producers at
work, sponsor visited two of JWTs
eight traveling men in their New York
office between trips. Norm Varnex is
the man in charge of JWTs local t\
group. As elder statesman (34 years
old I of the tv travelers, he shares the
major burden of traveling tnainl) with
one assistant troubleshooter, Sand]
McLean.
In a small office cluttered with sonic
of the props the group has developed
for local l\ shows and commercials,
\arnc\ told sponsor how the group
evolved and what its Functions are.
"\ ntil a year ago January there
Before shipping pro]) to local station, M.
Swithinbank (seated) checks it in.lWT shop
I promotions
ffj &
Ifcf
J\\ T secretaries i hei k ovei 100 props which
.in listed in prop catalog t"i easiei traffii
I mln JWT producers service 77 local shows. V.bove, Sand} Mi
lean (1.) shows dept. head, Norm Varney, where shows are locate
were onl\ one sec ret an and 1.' savs
Varney. "Now we've got eight men
and three *z i rls in our group, including
one full-time art director.'"
Historically speaking, the concept of
traveling t\ producers is as old as local
live production. Young agency pro-
ducers are forever going into various
markets to help supervise their clients
commercials, set up or supervise local
programing. \ McCann producer has
been known to run into B&B and ^ &R
producers among others, anywhere
from Maine to Texas. At Thompson
the concept evolved originalU through
the work Varney did in handling tv
baseball coverage for Ballantine.
"Then the job broadened," he told
sponsor. "We actuallv helped sell
Foreign Intrigue for Ballantine in those
markets where the brewer wasn't spon-
soring the show. This gave us wide
and personal station contact which in
turn paid off when Shell got into its
local show buv ing. and the group de-
veloped from there."
Now the group has production re-
sponsibility over some 77 different
local shows in 62 different markets.
Shows include the following types:
news, weather, sports, feature movies,
kid shows, women's shows, baseball,
other live local shows. And, of course,
no small part of its responsibility is
the most effective handling of local
commercials.
Here's an example of the type of job
the group can do on a five-minute
weathercast, for instance:
First of all, the traveling producer
looks over the sets available at the sta-
tion, but he does not rely on them
necessarily. He and the group art di-
rector generally end up developing in-
dividual sets for each individual
weather show, tying it into the com-
mercial as well as the particular Locale
w here the program is telecast. On
WIN. I. Miami, for instance, the an-
nouncer sits near a weather map
against an r.p. backdrop showing an
airplane field. I lie set snoots an air-
port control room, since the sponsor
is Pan American.
On the other hand, the \™ York
Central weathercasts on WEWS, Cleve-
land are done in a setting reminiscent
of a travel office in a railwav station.
The group also works with the copy-
writers and the announcer to make the
script as local as possible. For exam-
[Please turn to page 103)
Don Marschner, Shell a, I manager (front)
linik- ova new prop before it's senl t"
stations. Standing are JWT's Keough, Mc-
( aig, Shell's (Clement, JWT's Swithinbank
JWT rep, M. Swithinbank (center), checks
manufacture of t\ props fur Shell program-
Five key tips JWT men give stations
Vary announcers. One announcer making a pitch for two
different commercials back to back, robs each of authen-
ticity. Try to have different man do adjacent shows
Change sets lor adjacent clients. If same announcer
must do two adjacent commercials, have him go to another
set for second commercial to give each more individuality
\ ary sets from week to week, [ngenuitj is more im-
portant than money. Sets can he dismantled, rebuill and
repainted to give a new effect with little added expense
Audition local talent. Talented college and high school
students can enrich station's roster of announcers and
performers at low cost. Keep an ■"open sl)(,|i mi talent
Recruit cameramen from among young talent. Di-
rectors have found that "talent cameramen know more
about staging than technicians, follow directions fastei
SPONSOR
1 OCTOBER 1956
43
Channel 2 Meows BuaUima \
CBS in, tke&uidol Atdlkanct^i&ney
serving more than 500 healthy cities and
towns in Wisconsin and Upper Michigan.
2©
100.000
Yep- Bigger 'n Bzltimote!
HAYDN P (VANS Grn Mgr
Rod WEED TELEVISION
Personalized service to advertisers is characteristic- of today's station rep. Joe Miller, right.
Weed Tv account executive, discusses station problem with Bill Warner. Ted Bates timebuyer
The changing role of the rep
Ho has developed into a many -faceted .service. SPONSOR spotlights
Weed, now celebrating 20th anniversary, to trace growth of rep business
J_ he rep salesman in the picture ahove is
doing what reps have always done — sitting down
with a timehuyer to tell his story and seeking in
come away with business for his stations. Yet in
the some two-decade span over which there has
been a station representation business, a vast
change has taken place. Behind the salesman
walking into the timebu\er*s office today is an
array of services and function- performed by
the 1956 rep many of which were undreamed of
20 years ago, others of which could be per-
formed only on a catch-as-catch-can basis.
The changing and expanding role of the rep
has had impact throughout the air media. To
agency buyers and their clients it has meant ex-
pansion in the facts availahle on which to base
a buying decision, ureater eflicienc\ in the me-
SPONSOR
1 OCTOBKR ]95(>
chanics of buying I with room for improvement
still, sec "How to make spot easier to buy,"
sponsor 17 September 1956) . To the station it
has meant expanded hillings horizons as repre-
sentatives have helped bring greater numbers of
clients into the spot media; a steadily expand-
ing ll<>\\ of counsel from representatives on sub-
jects ranging from programing to pricing.
To focus on the changing role of the represen-
tative as seen in the operation of one rep firm.
SPONSOR last month spent many hours talking to
executives and veteran staffers of Weed \ Co.
Weed during September was in the process of
celebrating its 20th anniversary as a national
representative, an appropriate time for reflec-
tions on things past and summings up.
While not the firsl rep in the field. Weed has
45
#
Behind today's rep salesman are growing number of services.
been in business long enough to span
the mosl important changes in the
business of station representation, long
• nough to have lived through the meta-
morphosis in which the reps developed
from little more than high-class order
takers into the complete service or-
ganizations they are today, long
enough to appreciate t In- importance
ol facts in radio-r\ selling.
roday, the Weed organization, com-
prising Weed \ Co. (for radio -la-
lions i and Weed Television Corp.
rank- itself among the top five sta-
tion reps. Weed's billing for its cli-
is now running at the rate of $16
million annually, two-thirds of it in
television. It lias eight sales offices
and more than 100 employees. Though
the number of stations represented is
not a measure of a reps worth, let it
be said for the record that Weed, al
lasl count, had a lisl of 55 radio. 33 t\
outlet- and lour regional net clients.
Such are the surface statistics on the
W eed organization. Like an iceburg,
mam assets of a rep don't show. This
i- especial!) true of those assets which
are the significant signs "I how well a
rep is keeping pace with developments
in his field.
These developments. t<> oversimplify
a bit, can be summed b\ saving that
ieps do more these da\ s. Like ad
agencies, which go beyond writing
copy and buying -pace and time the
reps go well beyond straight selling ol
stations. The\ are involved in audi-
i nee and inarket research, advice on
various matters from programing to
network affiliation, the creation and
production of sales promotion mate-
rial, the involvement in industry proj-
ects such as promotion of the spot
indium, publicity for their client-,
central hilling and other services.
Weed is involved in every one of the
specific services mentioned above.
They are a reflection of the more com-
plicated nature of selling station time
todaj and the tremendous growth and
accumulation of facts which has be-
come such an integral part of the busi-
ness. They are certainly a far crj
from the kind of service prevailing as
the outlines of the present-da\ station
rep began to appear during the depths
of the depression.
It was in the midst of the still-
catastrophic atmosphere of 1933 thai
Joseph J. Weed got his start in the
business. As a matter of fact, to a re-
markable extent the storj of Weed i-
the story of incentives horn of catas-
trophe.
W eed doesn't hide the fact i he's al-
most perverselj proud of it) that he
became a station rep after being fired
from a job with a newspaper rep.
Weed had worked for Paul Block \
Associates, that division of the Block
interests that acted as sales rep for the
Sale- direction at Weed i- in hand- of tup men. I. tn r., Bates Halsey, tv;
Edward Fitzsimmons, j:ijneral -ale- mgr.; Jeremiah Lyons, radio: Joseph Weed, founder of firm
tments at Weed show emphasis on promotion, speed, efficiency
Block papers and which became Molo-
ney, Regan & Schmitl in l'>47. Not
surprisingly, considering the times,
Block was in financial trouble in 1933
and the banks were putting pressure
on him to cut operational costs. Alter
taking three cuts in salary, Weed was
let out wtih a number of others.
At the same time, however. \eal
Regan of Paul Block & \ssociates
asked Weed if lied he interested in
getting into the radio business. Not
being inclined to look a gift horse in
the mouth at that time. Weed came
back with a "Fine, what's radio?"
Radio in 1933 was j ti-l beginning to
become competitive and a number of
reps in the modern mold — that is. rep-
resentatives of the exclusive type
were beginning to appear. However,
few stations, perhaps 25 to 30. bad
such reps at that time. Edward Petry,
who introduced the idea of exclu>i\e
representation, had signed up some.
Paul Raymer was active, as was Free
& Sleininger ( later Free & Peters and.
still later. Peters. Griffin & Woodward).
And there were a couple of others, too.
Also active were a number of firms,
such as that headed by Scott Howe
Bovven, who sold time for stations but
not on an exclusive basis. These firms
were often involved in programing.
They would not only put a show to-
gether but place it on a station for ad-
vertisers. To the ad agencies, few of
whom had timebmers at that time, this
was a distinct service.
The proposition broached by Re-
gan came out of the following situa-
tion: The Yankee Network in New
England had been started by John
Shephard, 3d. A group of stations de-
cided to set up a competitive regional
network, which they called the New
England Network (no longer in ex-
istence). They were WEEI, Boston;
WTIC, Hartford; WCSH, Portland;
WJAR, Providence, and WTAG, Wor-
cester. The group had no national
rep and wanted someone to sell the
new network to national advertisers.
Weed borrowed $10 from someone
and went to Boston to see Harold Fel-
lows (the current NARTB president)
and Jim Clancy, sales managers of
WEEI and WTIC. respectively. Weed
was not the only applicant for the job.
A man who. Weed found out later, was
Ed Petry, also appeared on the scene.
\\ eed got the job. howe\ ei . It paid
$150 a week, including expenses. Weed
was still not a rep. however, but an
employee of the New England Net-
work, lb' go! himself a couple "I
desks and an answering service in
The News Building in New York ' it)
for $30 a month. He also hired a \li-~
Grace Walsh i now \h~. Grace Hen-
nese\ and -till with Weed), a friend
of his sister's, as secretary.
Weed did well. In June 1934, Weed
met with his employers at Sehago lake
in Maine to review the past Near-
business i which totaled $112,000)
and. Weed hoped, settle on a bonus
figure. After what seemed to Wreed a
long time, the subject of a bonus was
brought up. Someone suggested ">' ,
but a '■'>', figure was finall) settled on.
Weed, who was earl) to recognize
the value of branch offices, then sug-
gested a Chicago branch sales office
for the New England network. The
station managers weren't too keen on
the idea. They added up the business
on the network which came out of
Chicago during the year past and
found it totaled only $9,000. Weed
then offered to pay for the Chicago
office out of his own pocket if he
could work on a commission basis.
The stations went for this, offered
W eed a commission ranging from
121/2 to 15% (the smaller commission
was for Boston and Hartford) and a
$150 weekl) draw against commission.
The question of a manager for the
Chicago office proved a little trouble-
some. Weed couldn't seem to find the
right person. It was Fellows who sug-
gested Joe Weed's brother, Cornelius
C. Weed, who was then working at
Lord & Thomas (which later became
Foote, Cone & Belding) in radio pro-
duction on the Lucky Strike Show.
Weed's brother accepted and set up
the Chicago office. He is still there as
Midwestern manager.
B) 1936 Weed, still an employe of
the New England network, was han-
dling billings in the neighborhood of
nearl) $400,000 a year. Then a second
catastrophe struck. The background
v as this:
CBS at the time was having trouble
clearing Boston. Its affiliate, WVDA
(now W^NAC i . was owned b) Shep-
hard, who also owned W AAB. The
(Article continues next page)
Promotion: Specialists to analyzi sta
data are increasing. Vbove an v7ini
S< hai I oretta • oyli
Traffic: Teletype communication between
Weed, station gets fast availability data.
I.. to r., Florence I :r, Katherin Durkin
Central billing provides timebuyers \\i\\\
convenient invoice. L. to r., Lillian Killian,
Irene Holahan. Gerrj Hoffman, manage]
I, %
Contract Dcpt.: < hecking of contracts
i- no longer done bj rep salesman, secretary.
I . in r. Madonna Mi v"t lej . Mai ia vdams
SPONSOR
1 OCTOBER 1956
-17
CHANCING ROLE OF THE REP {Continued)
trouble was that Shephard was giving
preference to the i ankee Network over
CBS in too many instances to suit
I BS. The latter, after trying to buj
WEEI, finally settled on a seven-year
leasing arrangement with the owners.
Edison Electric Illuminating Co.
i hence, the call letters). Tins was ef-
fective in September L936.
CBS had had enough of regional
network competition and pulled \\ EE]
cut of the New England Network.
I his was enough to break up the web
and also to put an end to Weed's job.
Hindsight suggests that the best
thing Weed could have done was set
himself up in business and get the
four remaining stations as his clients
on an exclusive basis. That's exactly
what Weed did. though he never imag-
ined at the time that his firm would
grow into the organization it is now.
However, Weed and Co. was now set
up in the form it is today. Joe Weed
was in business for himself. He was
-riling spot time for four radio sta-
tions, while previous!) he had only
represented the regional network side
of their operations. I WJAR and
WCSH are still Weed clients.) And
he was now able to go after other sta-
tions, too.
It was a propitious year for a new
radio rep. Business was good — com-
pared with the previous three years,
anyway. The 1937 recession was still
ahead. Spot radio was coming up. In
1936, according to National Associa-
tion of Broadcasters' figures, gross
time sales amounted to $21 million,
compared with SI 7 in 1935 and $13.5
million in 1934. (This ma\ not sound
impressive hut. don't forget, these are
depression dollars.)
Spot was mowing in relative impor-
tance, too. Its share of all radio ad-
vertising (in terms of gross time sales)
was 22' < in 1930. while the figures for
1935 and 1934 were 19.5 and 18.5%,
respectively. Thus, spot radio's share
of all radio business was at just about
the same level as tv spot is to all tv
business today.
Three categories of advertisers
dominated the spot radio business, ac-
counting for nearly 60/c of all gross
time sales. These were: food, 20.8%;
autos. auto accessories, gas and oil.
18.9%, and drugs, 18.6%. (Autos
alone accounted for 1 1 ' < . I Soap- and
toiletries were among the important
products using spot but their share fell
far below the leaders noted above,
each accounting for between 5 and (V <
of all spot business. Toiletries, how-
ever, were heavy in network spending,
while drugs were less important in the
network picture than in the spot pic-
ture.
By this time there were about 50
reps in the field. Only a few of them
were important. About a dozen of the
reps were primarily newspaper reps
who handled stations owned by their
newspapers, often as a courtesy. For
example, there was J. P. Mckinncs \
Son, whose radio division later broke
away to become Everett-McKinney.
Some of the newspaper reps went alter
radio stations in earnest for the first
time in 1930. tanong them were Katz
and Branham.
Vmong the reps who were in exist-
ence in 1030 were, in addition to those
previously mentioned in the story,
John Blair, All-Canada, William (i.
Rambeau, Capper, Craig \ Holling-
bery Mater George P. Hollingbery),
Joseph Hershey McCillvra, John H.
Perry, Sears & Ayer, and, of course,
the NBC and CBS spot sales opera-
tions.
Weed & Co. opened business in May
1030 with an office at 350 Madison
We., I! i 1414, in New York Cit)
and a branch office in Chicago headed
by "Neal" Weed. Weed's first sales-
man was Jeremiah C. Lyons, who
joined in '30 and is still with the firm.
now heading up the radio side, first
addition to the station list was \\ LBZ.
Bangor, Me.
A year after Weed \ Co. went into
action, it added a Canadian station.
(Please turn to page 50)
Multiplying branch offices have bic
Chicago: Weed started with Chicago office when I"- found<
rep firm. Office was managed l>> brother, Cornelius, now Mid-
western manager. Present staff: L to r., standing, Dorothy
Van Keulen, sec'y; John Boden, <.il Cliri-ieon, John llnuson.
\\ eed : Georgi I in<l-;i> . tv m;i. : lio!> Leth-
I.m.Il'' . l'.-r|,l, I'ishcr, l>.i\hl Williams, Samuel Eadie, a/e's;
Evelyn Cumi ii rc'y- I . to r., jittin •. I laine l;:ai-ki, Joan
la, Jane Forrest, Vnn Kastner, Bernardetti Leigh, Fran-
cea Sugrue, Florence l>it/<l and Evelyn Stamos, ecrctarie
Boston: OHirc \va- set up in 1942.
Robert Reardon, manager; \nn
Lyla Collins, sec'y.-: John White
L. to r..
M.ii urn.
a/e
Detroit: OHicc was sel ii|> in I'M'
ting, 1. to r., Dan Bowen, a e;
Pearse, tngr.; standing, 1. to r., Je
\inuU. ( ,ii,. I MacGillis, both sei n I
48
SPONSOR
1 OCTOBER 1950
RADIO TWO DECADES AGO WAS A LITTLE LIKE TV TODAY
illllllllll|UIIII!ll!lllllllllllllll!lllll[l!l!llllllllllllllllllll!!ll!ll
ll!l!l!llllll!ll!!:i
Joseph J. Weed in 19-.56. Picture was taken in (hi
WEED REP FIRM STARTED IN 1936
* Estimated .
Illllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllilll Il!lllllll!ll!lll!ll!!!!!lli!ll[|llliillll!ll]!llll!llllllllllllllllllll!l!ll[|!!lll
#n \{yM>. the year Joseph J. Weed
set himself up in Imsiness, radio was
roaring up to oew In sights.
There were about 2'5 million sets.
. . . That meant about seven homes in
Id had a radio. . . . I lonsole models
were popular for s • time, hut con-
sole oi table model, the radio was
plunked in the place <>f honor in the
li\ ing room.
Advertising was climbing. . . . The
year ended with l<>lal ad expenditures
almost at the $2 billion mark — -$1.9
billion, according to McCann-Erickson,
up from SI. 7 billion the vear before.
Radio spending reached S132 million,
up from si |() million in 1935.
It was a year of big spending on the
ml works, or so they thought at the
time. . . . There were complaints about
the high cost. . . . The hour shows
were popular. . . . Agencies were sur-
rounding the top personalities with
fancy production sounds and guest
artists. . . . The top hour shows in-
cluded the Eddie Cantor program,
Major Bowes' Amateur Hour (he made
SI million in 1936), Lux Radio The-
atre. . . . They ranked second, third
and fourth, respectively, according to
the Cooperative Analysis of Broadcast-
( Please turn to page 56)
lortant factor in growth of Weed radio -tv billings over 20 years
Atlanta: Office \\;i- set up in \{)\(-i. Shown
here are George Griesbauer, manager, am
Jacqueline Bonner, his personal »eeretarj
Hollywood: Office was set up in L942. Per-
sonnel include. 1. to r.. Ed Metcalfe, mana-
ger; Wally Hutchinson, account executive;
Mary Cannons and Juanita Haddy, sec'ys
San Francisco: Office -et up in 1942. Staff
includes, I. to r.. Boyd Rippey, a/e; Donna
Williams, Jan Shearer, sec'ys, and Don Sta-
ley, the manager. In addition to branches
-liown these pages. Weed lias office in Des
Moines opened tlii- jrear, his seventh so far
SPONSOR • 1 OCTOBER 1956
49
Many thanks, Joe Weed
The MAINE
BROADCASTING SYSTEM
for twenty years
WCSH WRDO WLBZ
PORTLAND AUGUSTA BANGOR
5 KW-970 250 W-1400 5 KW-620
of top representation!
WCSH -TV
with full power
WEEDS 20 YEARS
i Continued from juiiic 18 I
CFCF, Montreal, to its roster. CFCF
;;l that time was a regular NBC affili-
ate. CKWX. Vancouver, was added a
short time afterwards. Weed wasn't
the first U.S. rep to invade Canada. In
1936 about half of McGillvra's 30 sta-
tions were in Canada. (McGillvra, in-
cidentally, was plugging f<>r a spot
radio promotional organization as far
back as that time. )
At first. \\ eed's Canadian stations
were handled by the regular salesmen
in New York. In 1938 a special Ca-
nadian man. Bill Wright, took over the
job. Bete McGurk. who now runs the
Canadian operation, was handed the
reins in 1942.
The latter year Weed opened three
branch offices — Boston, Los Angeles.
San Francisco. Radio was feeling the
war-born prosperity. Total spending
had passed the $200 million point in
1'HO and neaiK reached the $300 mil-
lion mark in 1942. Other Weed offices
followed in 1945 (Detroit) and 1946
I Atlanta l. This year. Weed's eighth
office was opened in Des Moines.
Ten years after its founding W eed
radio billings reached $3,356,000 com-
1 ared with $418,000 in the firm's first
year. The first postwar year found
Weed with 34 employees and getting
ready, though he didn't know it, for a
big leap forward with television.
The television department was start-
ed in March 1948. The next year
Weed opened a small, separate tv of-
fice at 507 5th Ave., New York City,
consisting of Peter P. James, manager,
and a secretary. In 1952, Weed Tv.
four salesmen strong, moved to 501
Madison Ave. In L954, with both the
radio and t\ organizations bursting at
the seams, both were housed on the
12lh floor of 57() 5th Ave., a spanking
new building. The new address \\a>
supposed to last for about 10 years
but already the strain of expansion is
telling.
This expansion is just as much an
expansion in services as it is an ex-
pansion in business. Lets run down
-nine (it these services which are, it
should be pointed out, basically serv-
ice- |o hack 1 1 1 • the salesman.
One of the most important is the
promotion department, sales promo-
tion, thai is. Competition among reps
has increased this kind of service.
Weed's promotion department has
been in operation five years. It is now
SI'ONSOl!
1 OCTOHKK 1956
NEW YORK
CHICAGO
DETROIT
BOSTON
SAN FRANCISCO
ATLANTA
HOLLYWOOD
DES MOINES
TELEVISION STATION REPRESENTATIVES
SPONSOR • I OCTOBER !•.>.">(>
:>i
KHQA-TV
has the audience. According to the lat-
est ARB, KHQA-TV leads in 1 8 of the
top 20 nightime shows, 9 of the 10
top multi-weekly shows.
KHQA-TV has the market. Beamed to
the heart of one of America's most
important balanced urban-farm mark-
ets, the fertile Mississippi Valley, it
wraps up the complete area market
from within.
Its power signal reaches tv families with
money to spend.
KHQA-TV has the power. With 3 1 6,000
watts on Channel 7, it reaches 1 50,000
tv families.
We can show you how KHQA-TV means
more audience, more coverage, more
results.
100 MV/M
FULL POWER
316,000 watts
to serve the Q U I N C Y
HANNIBAL AREA
KEOKUK
lift area programming, powerful ngnal, top network ihowi
CHANNEL 7 CBS
LEE BROADCASTING, INC.
Represented by WEED TELEVISION
a two-man (or, rather, two-woman)
group headed by Winifred Schaefer
and will be doubled in size shortly.
Mi?s Schaefer is charged with turn-
ing out material covering station pro-
graming, coverage, market data, mer-
chandising, station facilities, rates, rat-
ings, station competition, sales plans
and special material pointing up the
strong points of the market and sta-
tion. A good part of this is used in
the station "profile sheets" which
salesmen carry around and which give
them a condensed, but complete, pic-
ture of the station. Besides describing
what the station has to sell, profile
sheets serve to identify Weed with the
station.
The department also turns out mate-
rial covering special studies or special
events. An example of the latter is the
four-page promotion sheet put out
when XETV became ABC TV's San
Diego affiliate. This was paid for by
Weed. Where a presentation is quite
elaborate, the promotion department
will work on it but charge the station
for the printing.
Also turned out are special sheets
with price lists of participating shows
for the convenience of timebuyers and
program description sheets with a
5000 WATTS ABC
RADIO ERIE
WERC
IS PROUD TO BE
REPRESENTED BY
WEED
AND COMPANY
YOUR BEST BUY IN
PENNSYLVANIA'S
3RD MARKET —
WERC
RADIO ERIE
1260 KC • 5000 WATTS
gllllllllll!IIIIUIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII!llllllllllllllllllllllllllllllllllllllllll!lllilll!!l!l!ltll|
CBS-TV
| in the (
OZARKS
| KTTS-TV I
Springfield, Mo.
( wishes
| JOE WEED |
| and his
fine crew
] congratulations
I on I
20 years
| of I
I representation
.
Missouri's 3rd station in
Missouri's 3rd market
KTTS-TV
Springfield, Mo.
Channel 10 • full power
710 feet above average terrain
represented by WEED
Sl'ONSOK • 1 OCTOHKR 1 ').%
Our thanks
to
WEED
on
nine years
of
SOLID
SELLING
for our
single
market
CBS
station
in
North Central
Indiana
WIOU
KOKOMO, INDIANA
1350 KC 1000 WATTS
John Carl Jeffrey, Cen. Manager
CBS
complete rundown of what the pro-
gram is about, who appears, when it
is on and what it costs.
Of course, the promotion depart-
ment also works on promotional mate-
rial on Weed itself, which is used in
selling new station clients.
A separate publicity department, es-
tablished three years ago, is operated
by Dorothy I). Kaufman. This serves
to keep the trade and consumer press
informed not only about Weed but sta-
tion clients.
Two years ago Weed set up a traffic
department. This takes care of many
communication problems between
Weed and his stations (since it per-
mits continuous teletype contact I but
the important thing is having the latest
availability information on tap. Aim
of the traffic department is to pro-
vide Weed with just about as much
information as the station itself has —
and the latest information, too.
Providing agencies with availabili-
ties fast has become a critical function
of the present-day rep, what with sud-
den saturation bursts, switches in
copy, swift and secret testing of new-
products and the like. It also saves
time for the timebuyer and salesman
since the salesman can wait for all the
or sales
WGBF
Evansville, Indiana
1280 KC
5 KW (D)
1 KW (N)
NBC AFFILIATE
Represented Nationally By
WEED & CO.
Since 1939
WBOW
Terre Haute, Indiana
1230 KC
250 Watts
NBC AFFILIATE
Represented Nationally By
WEED & CO.
Since 1939
is a powerful sales tool in the Mason
City-Albert Lea-Austin area because:
KGLO-TV is first in audience. The latest
ARB shows KGLO-TV with the amazing
audience dominance of 20 of the top
once-a-week shows and 7 out of the top
10 multi-weekly shows.
KGLO-TV is tops in coverage. With its
1 00,000 watts on Channel 3, the KGLO-
TV signal booms into the Iowa-Minne-
sota area, covering the nation's most
prosperous farms and small cities — a
balanced economy of agriculture and
industry.
KGLO-TV is the direct route to these
1 00,000 tv families. Let us show you the
latest ARB and important market data.
WEED TELEVISION has all the facts.
SPONSOR
OCTOBER 1956
FULL POWER
100,000 watts
your MASON CITY I
buy word ALBERT LEA AREA
{or • AUSTIN |
KGLO-TV
CHANNEL 3 cbs
LEE RADIO, INCORPORATED
Represented by WEED TELEVISION
liabilities to come in before going
to the timebuyer w ith the list. Errors
and misunderstandings thai come from
lclc|)li conversations are kepi to a
minimum.
Mir station sends a corrected a\ ail-
abilit) sheel to Weed ever) week but
in-between major buys and the time
sold are also noted.
Weed has started a central billing
system for Ins stations and mm has 111
stations using it. Ii is the firm s aim to
bring all new stations into the system
and eventuall) include the entire ros-
ter ol \\ eed represented station-.
Under the Weed system, the agen-
cies are hilled once a month with each
station order from an advertiser listed
separatel) but all orders for a product
are kepi together in one long sheel put
in one envelope. This mean- that, for
example, all \rrid radio and tv buys
on Weed stations for the preceding
month go to the timebuyer at one time,
which the agencies like. Weed person-
nel tr\ to get all hills out as close to
the In -I ol the month as possible. As
in the case of the traffic department,
the system doesn't work 100' , hut it
i- an improvemenl over the old one.
wmm
0
in this 4-State,
58-County
Mark
it
Herein WFBC-TV's 100 UV M
contour is the South's richest
textile-industrial area and its
famous mountain vacationland.
Population, Income and Sales
from Sales Management Survey
of Buying Power 1956. TV Homes
from Nielson '53, plus RETMA
shipments to date.
AUGUSTA •'
Population
Incomes
Retail Sales
Television Homes
1,991,700
$2,115,295,000.
$1,467,678,000.
367,230
'The Giant of
Southern Skies"
Video -100,000 Watts
(FCC MAXIMUM)
Audio -50,000 Watts
Antenna height— 1,204
feet above average
terrain— 2,204 feet
above sea level.
Here is one of the South's great
markets. Compare it with Atlanta,
Jacksonville, New Orleans or
Miami! Latest PULSE and ARB Re-
ports prove WFBC-TV's Dominance
in its coverage area. Write us or
WEED for market data, rates and
availabilities.
NBC NETWORK
WFBC-TV
Channel 4 Greenville, S. C.
Represented Nationally by
WEED TELEVISION CORP.
\l.-o part of the trend toward great-
er efficient-) anil the releasing of the
salesman to spend as much as possihle
on actual selling is the contract depart-
ment. There was a time when each
Weed -ale-man and or hi- secrelan
had to check each contract to make
sure that I he rate, time sold and oilier
information was listed correctly.
i \\ eed said that one contract in three
is usuallj incorrect i . Contracl check-
ing is not as important a- in some
other businesses since -pot radio and
tv contracts are often put through af-
ter the announcement or campaign is
on the air. Obviously, however, since
there is a matter id nnmej involved,
contract checking i- absolutely neces-
sary. The basic method is comparing
the contract with the order form, the
i t iiiinal of which goes to the station,
a copj of which uoes to the agency
and two copies of which go to Weed
for the contract department and files.
As important as the increasing num-
ber of rep services are. the heart of the
business is still the salesman.
"Spot advertising," Joe Weed says,
"is not a commodit) that is turned out
on an assembl) line. Its a high!) spe-
cialized and personalized service. Each
BRIGHT
NEW STAR IN
A BILLION
DOLLAR
SKY!
channel
WCVB-TV ▼
Sell the $2% billion income in
the wealthy 5 state, Tri-Cities
market area . . . Bristol,
Virginia-Tennessee; Johnson
City, Tennessee; Kingsport,
Tennessee.
REPRESENTATIVES:
WEED TELEVISION CORPORATION
54
SPONSOR
1 in TOBER 1956
Only With
WJAR-TV
Contact
WEED
Television
or
advertiser musl have an individualized
treatment to meel his market, his bud-
gel and his men handising objective.
" I he best answei - I" t < ■ 1 1 ^_- 1 ■ ques-
tions arc given b) the fellow w ho can
inticipate the quesl ions. Hence, a spol
salesman w ho's made a stud) "I i ime-
buying can readily shape his sales
story, reason h out and Follow it
through i ighl to the dolled line."
\\ eed i nil-id, i - "sales direction" an
essential in handling his salesmen
i who, despite their pride in selling
ability, like to be called "accounl ex-
ecutives," a vanit) shared nol onl) b)
salesmen at othei rep firms but also at
the local station level I . This direction
is |no\ ided at \\ eed |.\ ( Jeneral Sales
Manager Edward .1. Fitzsimmons tele-
vision Sa l<-- Managei Bates Halse) and
Radio Sales Manager Lj ons.
Fitzsimmons ha- been w itli \\ eed
for 13 years. Like Weed, he came
into the radio rep business from the
newspaper business.
"Even when I came to Weed iu
l'>l.">." I'' itzsimmons reminisced, "I
found few stations who appreciated the
importance of -ale- tools like markel
ami audience research. Today, even
the smallest stations appreciate it,
though there are time- you have to
hound stations to -end along enough
data lo make a good sales pitch. Of
course, it s hard to argue with success.
In the pre-tv da\s. main radio sta-
tions didn't know much about the
business ami yet thej made a barrel
of dough, so it was hard to make them
understand how important sales pro-
motion was. I his is a competitive
business now and you have lo throw
everything \oii can into the fighl for
business."
I'ele\ i-ion ha- done a lot lo change
the rep business. In addition lo bring-
ing in a young group that was alert to
the dynamics of selling and broadcast-
ing, television brought in a lol of
monej .
Bui t\ ne\ isn't necessaril) eas)
money. The advertising business con-
tains an impatient lol ol practitioners
and broadcasters are no exception.
I hej expect the utmost from theii re] -
and if the) fetd the) aren't getting il
the) USUall) don't hesitate lo -witch.
This is a critical problem for the reps
since their future is in getting not the
hijiijt'st station lisl luit the best. I hen- -
a quiet, hut nonetheless fierce, battle
constantl) going on among 'he reps
lo sta) on lop. In this battle, Weed
hasn't done I adh at all. * * *
PACIFIC NORTHWEST'S
Combine Massachusetts, New
Hampshire, Connecticut and
Rhode Island and you'll ap-
proximate, in area, the tre-
mendous new market created
by the KIMA-TV, three-station
network. No other single med-
ium in the Northwest delivers
a market as large (over 40,-
000 square miles), as rich, as
valuable — as EXCLUSIVE!
Yakima, Wathingten
KEPR-TV »a KLEW-TV
P0IU, Woik.
Itwutm. Idohj
See
WEED
TELEVISION
Northwest ART MoORE
SPONSOR
1 OCTOBER L956
55
IN THE
SAN FRANCISCO
BAY AREA
ITS
KLX
5000 WATTS • 910 KC
For
SPORTS
MUSIC
NEWS
Your Weed Salesman has
the complete KLX story
Congratulations
To
WEED & CO.
on your
anniversary
20th
and
10™ year
representing
WARD
CBS IN JOHNSTOWN, PA.
NOW @ Primary Affiliate
WARD-TV
1936 HIGHLIGHTS
I Continued from page 49)
ing, the ANA-4A's-supported rating
service, during the 1936-37 season.
Top show during the period was the
Jack Benny half hour ("Jell-0 again"),
which averaged a 32.8.
Ratings were simple in those davs.
. . . No worry ahout Nielsen showing
one thing and ARB another. . . . For
the agencies, it was CAB or nothing.
. . . At that time CAB was using a
telephone recall method, contacting
homes a number of times during the
day and asking respondents to remem-
ber the preceding few hours. . . .
Later, CAB changed to telephone co-
incidental ( but that and the wide-
spread use of Hooperatings were still
to come) . . . CAB was then run by A.
W. Lehman, now managing director
of the Advertising Research Founda-
tion.
Who said audiences weren't cultural?
. . . The leading daytime program
was the Metropolitan Opera broad-
casts. . . . They averaged an 11.2 dur-
ing the 1936-37 season. . . . Top soap-
er (it was the second ranking daytime
show) was Today's Children, an Irna
Phillips-scripted show. . . . She acted
in it, too. . . . Show was sponsored bv
Pillsbury through Hutchinson and it
was on NBC Red, 35 stations, 10:45
in the morning. . . . Other popular
soapers were David Harum, Vic and
Sade, Ma Perkins.
It was an election year and radio
was showing its power on the political
scene. . . . President Roosevelt made
three election speeches in October and
two of them got CAB ratings in the
middle 20s, as high as any show ex-
cept Jack Benny. . . . Governor Lan-
done made nine election speeches on
radio and the audience sizes attracted
by the GOP candidate foretold the
eventual result. ... He couldn't do bet-
ter than a 16.7 and he ended up with
only Maine and Vermont.
The people's minds were on other
things besides politics and the depres-
sion. . . . The Louis-Schmeling fight
took place on 19 June. . . . More than
half of all the radio homes heard the
fighl
Toward the year's end. King Ed-
ward's valedictory ("farewell." to
youse uncultured guys), in which he
told the world he was »ivinjj ii|> a
throne for the woman he loved, was
broadcast. . . . CAB said 45' ; of U. S.
radio homes heard the address.
For sales results throughout
Charleston's 1 9-county
television market, your
most effective "buy" is
WUSN-TV
CHANNEL 2 NBC-ABC
Charleston, S. C.
Your Weed television salesman
can show you why WUSN-TV of-
fers national advertisers
wider coverage
less duplication
greater sales impact
r T I I I I \ FI T I T I I 1 1 T T I I I I I I I I H
~ (^onaratuiaL
-to
9
lonA ~
JOE
a In
unci hid a ran
crew on ineir
20th
unniverSaru
j -.
WBBW
YOUNCSTOWN, OHIO
i* 1 1 1 1 1 1 1 1 1 1 1 1 1 1 i 1 1 1 1 1 1 1 1 1 1 J
56
si'orssoH
1 OCTOBER 1956
Let's get the picture straight!
People live in North Dakota, — 700.000 of them! And
there's only one way to reach almost all of them with one
buy, even though they're spread out over 70,000 square
miles.
What kind of people live here? They've got money,
brother, lots of it! Personal incomes jumped 16% in North
Dakota in 1955 over 1954, — more than any other state in
the union. I Minneapolis Tribune; Aug. 20. 19501
What's the best way to tap this booming market that's
as big as Minneapolis, New Orleans or Seattle? There's
just one sound, economical, easy way to do it . . . just one
way to get 80% of the people in North Dakota, and some
extra gravy too in South Dakota and Minnesota.
You can do it with ONE call .... ONE contact ....
ONE contract! Buy the MARKET MAKER stations of
the North Dakota Broadcasting Company; KXJB-TV (pro-
gramming out of Valley City and Fargo I. KCJB-TV
(Minot), and KBMB-TV' I Bismarck).
And don't think these babies don't deliver you the audi-
ence, right in the palm of your liand. In the latest Fargo
Area ARB (May 15-21, ,56) covering the 37 counties
blanketed by 100,000 watt KXJB-TV, this Market Maker
station delivered 14 out of the 15 top nighttime shows; 6
out of the top 10 syndicated shows; and led all competi-
tion in that area in ratings on News, Children's participat-
ing shous, and late night TV.
Try as you may, there's no wiser \\a\ to buy bustling
North Dakota land a little extra for good measure in
South Dakota and Minnesota) than a ONE CONTRACT
DEAL with the Market Makers of the North Dakota Broad-
casting Company.
We give vou the dominant stations that blanket over
80% of the market, and at network discounts. That's
sound buying!
NORTH DAKOTA BROADCASTING CO., 4000 Wat Main Ave., Fargo 5-4461
1 KCJB-tV
KXJBtv
1SBMB-*V
CHANNEL 13
CHANNEL 4
CHANNEL 12
30,000 WATTS
100,000 WATTS
30,000 WATTS
MINOT
VALLEY CITY
BISMARCK
Call your nearest WEED man: or Hill Hurley in our new Regional Sales Offices, 754 Raker Bldg.
Minneapolis. FEileral 5-1431.
SPONSOR • 1 OCTOBER 1956
57
Congratulations
to
WEED - CO.
on its
20*"
Anniversary
and a special
"Thank You" to
)OE WEED
ED FITZSIMMONS
JERRY LYONS
PHIL D'ANTONI
WIN KIRBY
JOE ALEY
BOB LOBDELL
BILL CODUS
MARY CRONIN
( telephone operator)
from the
RAHALL GROUP
Allentown, Pa.
Manchester, N. H.
Norristown, Pa.
WKAP,
WFEA,
WNAR,
WWNR, Beckley, W. Va.
and now . . . another new
Rahall Station —
WTSP 5000 Watts
ST. PETERSBURG, FLORIDA
MBS and Independent
JOE RAHALL, President
OGGIE DAVIES, General Manager
\t the «■ i id of 1936 there were 656
commercial stations <>n the air — 38
nev ones came on during the \ear and
five went off. a slower rate oi growth
than today. . . . Some crazy guv pre-
dicted there would come a time when
as manj as 2.(K)0 — repeat. 2.000—
stations would he on the air. ... It
was power — station power, that is —
that interested broadcasters in \()'M>.
. . . WLW. Cincinnati, was on the air
with 500 kw. (experimentally) and
said to he the first choice of listener?,
in 13 states from Michigan to Flori-
da. . . . There was some talk of set-
ting uj) 25 500 kw. stations. . . . \\ Idle
the trade press hung on hi> words.
FCC Chief Engineer T. A. M. Craven
declared that the FCC had not made
up its mind on superpower. . . . The
FCC I Aiming S. Prall was chairman i
was holding allocation hearings then,
too. . . .
The NBC Red and Blue networks
were comfortably ensconced in No. f
position with gross time billings of
$34.5 million in 1936. according to the
Variety Radio Directory. . . . CBS had
$23 million, while the new Mutual
barelj reached $2 million. . . . How-
ever, Mutual became trancontinental
just as 1936 came to an end. t\ ing up
with the Don Lee network. . . . Lenox
Lohr became president of NBC in
L936 with David Sarnoff, of course.
chairman <>f the board. . . . William
Pale) had the presidential title at
CBS. while Edward Klauber was ex-
ecutive vice president. . . . At Mutual
Alfred J. McCosker was chairman of
the board and \\ . F. Macfarlane was
president.
There were a number of million dol-
lar advertisers on the networks. . . .
^ on II never guess who was No. I net-
work spender. . . . No. it was not
Lucidin eye-wash. . . . Right! It was
P&G. . . . The firm, reports the / ariety
directory, spenl $3.3 million (gross
time) for network advertising, all of
it on NBC. . . . Ford was also a big
s|'endcr. accounting for $2 million.
Sure, there was talk about i'.. . . .
There were L8 licensed i\ stations op-
erating experimentally. I niversities
had four ol them, so did RCA-NBC
I'hileo. CBS anil Don Fee each had
one. . . . I he technical problems
seemed tremendous. RCA's Sarnoff
spoke of the "formidable' problem of
t\ covering 3 million square miles "I
the I . S. . . . He also said: "The pro-
g i am sei \ ice will be costlj .
People think he's still right. * * *
The John Poole Station
FRESNO, CALIFORNIA
L Announces the
appointment of
WEED
and Company
as national sales
representative
Now. with just one c;ill to your
Weed man, yOU can sell -;. of
CALIFORNIA with the one "Big
I mpact" t wo-stal ion buy :
KBIF Fresno, L000 watts on 900
ke.th ily independent delivering
the nation's No. 1 farm market plus
the whole Central California Val-
ley.
KBIG Catalina, L0,000 watts on
740 kc, only independent powerful
and popular enough to register in
surveys of all '■> major Southern
California metropolitan areas Los
A.ngeles, San Diego and San Ber
nardino.
You gei high-quality music-news,
plus maximum coverage at lowesi
cosl per t In iusand, wit h boi h.
your Weed contacl now can sell
you either station . . . or both, at
KBIG rate- plus just 25^5 ■
John Poole Broadcasting Co.
6540 Sunset Blvd., Los Angeles 28, Calif.
Hotel Californian, Fresno, California
,;:
st'ONSOK
II TOBER L956
W O I -TV
AMES DES MOINES
6 Years as Central Iowa's
Dominant Television Station
i
6 Years with Weed Television
c
1/ed Sit'ee.— 'kJeed ^eletuAia+i lealbf, <fio&L hA the La4yUteM.!
(Congratulations, Joe, on your twenty years of leadership!)
#
WNOR
ENTERTAINS
EXSELLS
DELIVERS
*ASK YOUR WEED REPRESENTATIVE
ii iiiiiiiuiiiiiiiiiiiii imiiiiiiiiiiiiiiiiii iiiiiiiiiiunii iiiiii iiiiiiiiiiiiiiiiiii i iiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiii i ymiiiiiiiimii mnmui i ^iiiiiiiiiiiiniiiiiiiiiiii mini
SPONSOR • 1 OCTOBKR 1956
59
Photo by Fabian Bachrach
"KM TV Sells for our clients in Rich
Multi-State Market Area"
states George M. McCoy, Manager of Broadcast Media for N. W. Ayer.
"In advertising for highly competitive brands, it's sales results
that count. That's why we select KMTV in Omaha. We've placed
advertising for many of our clients on KMTV for many years be-
cause it's an effective media to reach and sell customers in Omaha
and surrounding area."
KMTV's low channel 3 and maximum power, combined with flat
terrain, cover a market area in five states. And this huge area is sold,
presold, on KMTV's popular local and network programs ... in color
and black and white!
KMTV is among the top spot 20! Of 267 stations participating
in a N. C. Rorabaugh Co. survey in 181 markets in 48 states and
Hawaii for the first quarter of 1956, KMTV was among the top 20
stations in the number of national spot accounts according to a list
published in the July, 1956, TELEVISION AGE.
There's the proof! Follow the lead of these successful local and
national advertisers — KMTV is the place to be! Contact KMTV
direct or see Petry today.
KMTV Market Data
Population 1.536.000
TV Homes 373.000
Families 477.000
Retail Sales $1,716,560,000
Buying Income $2,236,230,000
•Survoy of Buying Power
COLOR
TELEVISION
CENTER
CHANNEL
MAY BROADCASTING CO.
NBC-TV
: ABC-TV
OMAHA
Edward Petry &.Co., Inc.
.
>-•}<*
^<C\
bH
5^
**x
#** + *> (^
S
Statistical method symbolized above is used by ARF to produce tv home estimates. Mathe-
matics are used to combine data from two different surveys to gel county-by-county figures
IF tv set count Do. 1
Industry-supported project carries estimate of U. S. tv
households through March 1956. Just released county-by-county
figures are based on Nielsen and I . S. census data
j_ his week the Advertising Research Foundation
issues its second county-byeounh estimates of U. S.
tv homes. The figures are dated March 1956 when
U. S. tv households totaled 35,495,330 and tv set
saturation nationally had reached the 73% level.
The six months intervening between date of the
ARF figures and their release were required for the
calculations on which they are based. Unlike most
research, the ARF estimates are not drawn directl)
from a field survey. Instead they are a mathemati-
cal combination of two other surveys which were
done in the field.
Whv the indirect tack? It's a matter of eco-
nomics. It costs far less to take two independent
•existing surveys and combine them than it would to
do a complete field study of comparable accuracy.
The ARF figures are based on (1) a U.S. census
study which produced tv household figures for the
U. S. on a regional basis; and (2) a survey of tv
homes on essentially a county basis done by Nielsen
Coverage Service No. 2.
Says ARF, "An important feature of this stud\.
as in the earlier one, is the inclusion of a Table of
Standard Errors which gives a measure of preci-
sion of the estimates." This table tells researchers
what the chances are of any given figure being off
and 1>\ how much.
Sponsors of the ARF study are: ARC, CBS TV,
\ MM B, NBC and TvB. The same group under-
wrote costs of the first ARF stud) which covered
June 1955 and was released 10 months later (see
SPONSOR 30 April 19561 .
SPONSOR
1 OCTOBKR 1956
For start of ARF figures see next page
r
±U~c)(t-*')
Note: TV home totals are as of March 7 956 and in many cases are now obsolete.
NATIONAL TV SET COUNT BY COUNTIES
TOTAL
TV HOUSEHOLDS
TOTAL
TV HOUSEHOLDS
TOTAL
TV HOUSEHOLDS
STATE & COUNTY HOUSEHOLDS
PER CENT
NUMBER
STATE ft COUNTY
HOUSEHOLDS
PER CENT
NUMBER
STATE a COUNTY HOUSEHOLDS
PER CENT
NUMBER
ALABAMA
. 1 1 III KM
2.300
17
390
SAN BERNARDINO
121 Mm
72
87.120
444.070
CLE> BLAND
1 900
33
630
SAN DIEGO
7s
207.640
1 111.1 MltlA
10
2.740
s \\ FRANI is. (i
277 800
213.910
ALTAI G.\
1.1(10
1.420
CONWAY
3.900
41
1.590
SAN JOAQUIN
67.400
;i
47.730
BALDWIN
11, Mill
,;-
7.120
2.050
. R ML 111 \h
1:
61
8.170
s \\ 1.1 1- OBISPO
2.1 Kill
50
9.980
. R LWOFRD
30
1.850
SAN M Ml 111
:
76
82.840
I'.l.lll VI
6.700
-
3.910
CRITTENDEN
I:
7.1
6.870
SANTA BARBAR \
in;
23.120
1 IUISS
■1
47
2.790
SANTA CLARA
133,800
71
98.610
l!l l.l.ll'ls
1.350
II \l.l. \s
3,000
11
1.240
SANTA CRUZ
2: -
(.1
15.610
B1 ti.lh
I'AI.IIIII'X
CHAMBERS
CHEROKEE
il.lllll
22.600
.; .sun
35
•
16
51
2.240
13.140
4.300
1.920
1 1 1 SB v
6,300
31
1,960
SHASTA
-"■
4.580
l.KI \\
FAULKNER
FRANKLIN
1.100
5 MM.
2.7(1(1
37
IS
26
1.510
2.600
710
SIF.KK \
SISKI1 (il
SOLANO
si...
11
330
2.230
27.360
CHILTON
ia
3.070
1 1 LTON
2,000
28
570
SONOMA
11,900
65
27.400
1 IKii 1 \\\
1.200
31
1.320
(. \ui.wn
15.800
51
8.120
STANISLAUS
12 m..i
60
25.570
1 LARKE
CLAY
ci. Kin km:
0.200
2.GO0
:ti
11'
51
2.120
1.220
1.320
GRANT
GREENE
HEMPSTEAD
2,111(1
7,000
'
•
31
900
2.420
1,740
SUTTER
TEHAMA
TRINITY
s,7iih
2 inn
49
4,2'HI
3.040
1.180
COFFE]
7
2.120
HOT SPRRING
;
38
2.700
'IT LA RE
12
(ill
28.770
COLBERT
1 1.300
211
2.920
HOWARD
> 71111
48
1.290
'ITOLI MM
4.600
46
2.120
COKE! 1 11
ic, (IS \
COVINGTON
1 urn
28
30
1.250
1.060
2.960
[NDEPEND] M 1
11
2.250
VBNT1 K \
ii I....
77
34.190
IZARD
,1 ICKSON
1.800
7,100
17
41
310
2.900
YOLO
■i 1 1 1 \
1., 2.1.1
11
16
1::
7.450
4.300
1 RENSHAAYV
1,
39
1.720
1 1 i 1 RSON
23,300
48
11.280
CULLMAN
11.800
7::
8.490
JOHNSON
3.900
28
1. 100
|. M 1
1.700
1.680
LA FA V Kl 1
3,100
1
970
COLORADO
DALLAS
DE KALB
1 1,200
1 1.000
111
37
5.680
4.040
1 \\\ kl.vci:
LEE
1 800
6.!
16
15
2.180
2.820
465.900
58
271.050
ELMO
7. Inn
45
3.170
LINCOLN
; j, in
37
1.180
ADAMS
ALAMOSA
\K M- Mini.
ARCHULETA
7s
13.280
ETOWAH
PAYETTE
. ,1111
27.700
1.;
1".
l:;
3.260
15.830
1.860
LITTLE RIVER
LOGAN
LONOKE
2 7(111
1,400
6 ::iiu
is
2..
1.300
1.160
3.320
71111
211
15.130
140
FRANKLIN
1, nun
38
2.290
MADISON
\i \i;iii\
2.500
] Mill
26
23
660
420
BACA
!
18
41.(1
GENEA \
;.i
21
1.390
RENT
2.100
18
f'Kl
GREENE
HALE
HENRY
HOUSTON
3,400
1 :
10
211
2:1
36
47
990
1.300
1,330
5.820
MIL I.I IC
MISSISSIPPI
MONROE
MONTGOMERY
M \ MIA
I.I, MM,
IV. HIM
1,900
1,400
3,200
72
15
31
41
7.770
10.030
2.190
430
1.320
r.i 11 LDER
ill A 1 1 1 1
CHEYENNE
. 1 1, Ml CREI K
1 ONEJOS
15.900
2.100
1,11111
1
2.300
34
17
44
13
11.030
720
190
530
JACKSON
39
3,320
310
11 1 1 ERSON
17
133.390
NEWTON
1
26
420
COSTILLA
1,21111
270
LAMAR
I.AI DERDALE
00
43
27
1.520
4.070
(II \( IIIT\
PERRY
PHILLIPS
Ill MM.
13.200
49
39
3.550
540
5.120
CROW 1.1.1
CUSTER
1,400
16
19
640
240
I.1HIII \( 1
11
2,510
DELTA
'., tun
21
1.320
i 1
11,(11111
44
4.800
PIKE
2.2(10
31
680
DENVER
159,100
75
118.800
LIMESTONE
LOWNDES
M VI ON
3
::,:
in
35
34
3,300
1.210
2.240
POINSETT
POLE
POPE
3.500
31
3.920
1.090
1.520
1.620
45,550
ORES
DOUGLAS
EAGLE
600
1,200
linn
1.:
37
28
80
450
310
MADISON
20,700
12
8.590
2,430
PRAIRIE
PULASKI
100
71,:
52
64
1 l.l'.l Kl
EL PASO
33.800
37
.1
411.
M m;i m...
1)0
18.250
MARION
38
2.450
n winii.rii
...
28
880
FREMONT
'1
39
2.110
MARSH M 1
11. rim
17
5.350
ST. FRANI is
8,700
48
4,180
GARFIELD
3.700
9
340
MOBIJ 1
72.71111
ill
44.570
SALINE
11,7(10
19
3.310
GILPIN
21111
11
90
MONROE
11
1.650
SI OTT
SEARCY
1 Mill
2.500
26
23
480
580
GRAND
GUNNISON
1.1 011
1.600
28
18
ill!
MONTGOMERY
12.900
72
30.830
210
MORGAN
1 1.300
id
7.950
SEBASTIAN
21.900
71
15,530
HINSDALE
211
20
PERRY
1.
||
1.840
SKY ILK
2,300
IS
I.I 10
HI ERFANO
2,900
2:1
650
PICKENS
31
1.530
sll MIL
17
320
.1 \( KSON
71111
2S
200
ni. 1
in
35
ii
2.500
2.230
STONE
1 \l(l\
■mi
17
47
260
7.250
JEFFERSON
KIOWA
900
73
17
18.520
B INDOLPB
1,900
150
•ri ssi 1
11;
4.790
\ W LI HEN
2. urn
41
850
KIT CARSON
2 .inn
17
440
- \l\ 1 CLAIR
-
3.680
« ASHING KIN
35
5.410
LAKE
1 71111
.21
590
SHELBI
] .mi
71
5.320
w III ti:
■I Mil.
39
3.790
LA PLATA
1 Kin
13
520
-1 MTER
■
1.850
WOODR1 1 1
-i I'LL
3,200
17
26
1.850
840
LARIMER
LAS \NIM \-
14.600
6.800
63
2::
9.200
TALLADEGA
16,100
0
9.660
1.540
TALLA] 8 \
S. 7(111
1'.
3.920
L1M (II. \
1 Mill
.::
670
1 1 S( Moos \
23,700
58
13.800
LOGAN-
■
is
2.550
WALK Kit
71
11.280
CALIFORNIA
MESA
I : 300
15
6.180
u ISHINGTO
1.040
4.312.300
74
3.177.350
M INER M.
2(1(1
20
40
u II.' (i\
1.440
\L\MI0H \
2X1, S00
76
215.730
MOFFAT
1 7(i.i
13
220
WINSTON
11
1.610
\1.r1\1:
16
90
MONTEZUMA
13
370
\\l AliOK
17
1.160
MoVi ROSE
1
21
940
111 T'l 1.
22.000
53
1 1.610
MORGAN
. 300
53
2.780
ARIZONA
CALAV1 III-
2 :
47
1.350
OTERO
7.tiim
16
; 470
292.200
50
168.460
1 OLUSA
3,500
47
1.650
(II K CJ
......
21
130
1 PACHE
COCHISE
CONCONING
GILA
'
7,800
301
11
211
::s
27
630
2.560
1.580
2.920
960
(ilVTII \ COSTA
DEL NORTE
ELDORADO
FRESNO
||. 100
. 100
III
94,
72
29
17
66
71.870
1.880
2.650
62.490
P MIK
IIIII.LII'S
PITKIN
PROW 1 K-
Mill
1,500
1'.
13
is
'.'
170
290
70
■12(1
HAM
GLENN
III ML
.m
17
2.210
[>] 1:1:1.11
Kin BLANCO
1 .....
16.120
160
l.KI. I.M.I 1
MARII 01
MIHI \\ 1.
\A\ VI O
1 100
2.200
61.400
1,100
101.840
240
880
38,610
1 1
1 MPERIAL
1 V M 1
Kl K\
-
7:.. 7011
20
70
8.100
790
52,620
Kill (.11 win
ROUTT
SAG1 Mil
1::
13
460
340
IHII
PIMA
KINGS
Mid ,11
- > \ II \\
400
13
5b
PINAL
SANTA CRUZ
> WAP \ 1
VI MA
1 1,600
,n
9.140
810
1 MM
LASSEN
LOS Wl.l II -
-MM
Ml
I ......
17
11
1.790
730
1.421.680
SAN MIC.I 1 1
SI IM.U II K
si MMIT
71111
inn
21
Hi
•
150
290
III)
5.750
M M'l.K \
71
7.540
TELLER
.11
210
M Mtl\
7::
25.300
\\ \MII\(. Ill\
18
1.150
M Mill'ns \
1 100
ii.
600
WBLD
21
71
14.240
ARKANSAS
MLNI.OI HI'
17.20(1
27
4,600
rUMA
,..,
D
590
509.600
46
234.610
MERI 1 11
58
13.980
ARKANS \s
.. inn
m
3.540
2.160
550
M
3
"
400
CONNECTICUT
688.800
82
ASHLEl
BAXTI K
MONO
MOOT 1 RE1
MM,
Hi
-
370
30.920
,(. , t'l.i
21
2.580
NAPA
80
6.350
1 Mil
. - I".
-
147.290
B
1.100
31
1.400
M \ Ml \
41
2.520
HARTFORD
1 s . BOO
•
152.270
r if W>1
1 , Mill
;,inii
8a
88
40
1.170
500
890
2,240
■ ■ 11 \ Q]
121.7IMI
'II. 'IKII
7.870
1.550
47.170
LITCHFIELD
MIDDLES] \
NEW 1LW IN
34, 1'"'
•
-
83
28.480
17.990
1 ,2.620
1 M.IIOIN
CARROLL
PLA< 1 It
Kl I M \S
1 1 1 \ BR
„
71,400
II
CTIII el
NEW LONDON
49.200
76
37.170
CLARK
II
2.400
1: \ \l 1 VIO
11:1.11 1"
87.460
TOLLAND
si
12.240
2.150
SAN BENITO
1,800
2.250
\\ INIUI \H
21. ion
si
17.430
(<2
Sl'ONsiiU •
(ii lur.i
Ii L956
WHEN YOU BUY ATLANTA...BUY (^aga^v
AND GET AN EXTRA SCOOP OF THE MARKET!
With its taller tower, maximum power, top local and CBS-TV
programing, WAGA-TV covers a greater area and attracts
more viewers, with the net result that advertisers get a whop-
ping bonus for their money. WAGAland accounts for more
than half of Georgia's population, retail sales, and spendable *»
income. Write for full facts in booklet form, or ask one of our
reps for a copy.
TOP DOG k IN THE NATION'S 21st MARKET
Represented Nationally by
THE KATZ AGENCY, Inc.
waga-tv 'vs
CBS-TV in Atlanta
STORER BROADCASTING COMPANY SALES OFFICES
NEW YORK-118 E. 57th St. -TOM HARKER, Vice President and National Sales Director • BOB WOOD, National Soles Manager
CHICAGO-230 N Michigan Ave. • SAN FRANCISCO-1 1 1 Sutter St.
SPONSOR
1 OCTOBER 1956
63
Note: Tv home totals are as of March 7956 and in many coses ore now obsolete.
NATIONAL TV SET COUNT BY COUNTIES
TOTAL
TV HOUSEHOLDS
TOTAL
TV HOUSEHOLDS
TOTAL
TV HOUSEHOLDS
STATE » COUNTY
HOUSEHOLDS
PER CENT
NUMBER
STATE & COUNTY HOUSEHOLDS
PER CENT
NUMBER
STATE 8. COUNTY
HOUSEHOLDS
PER CENT
NUMBER
DELAWARE
C U.IIIH N
2,000
31
610
RICHMOND
44.200
66
29.270
I WIDEN
2.300
52
1.200
ROCKDALE
2 200
7S
1.710
108.300
86
92.960
i \NDLER
I SUM
35
620
SCHLEY
800
17
380
KENT
13.100
83
10.900
C WIROLL
8.600
75
6.420
SCREVEN
4.100
36
1.480
NEW CASTLE
73.100
22.100
81
84
63.540
18.520
CATOOS \
CHARLTON"
4.300
1,100
67
52
2.870
570
SEMINOLE
1.900
25
480
SI S9EX
SPALDINU
« 600
85
7.280
CHATH \\l
17 ciiii
68
32.300
STEPHENS
4.700
51
2.380
DIST. OF COLUMBIA
CHATTAHOOCHEE
ill VTTOOGA
1.600
-, ioo
47
64
750
3.450
STEWART
SUMTER
2 '
.. 200
47
43
940
2,680
000
83
209.990
CHEROKEE
CLARKE
5 200
1" 700
72
52
3.730
5,540
TALBOT
1.800
51
920
TALIAFERRO
900
53
480
FLORIDA
1.089.900
63
687.440
OLA'S
CLAYTON
1 1.INI II
1.300
7.500
1,400
40
85
37
520
6.370
520
TATTNALL
TAYLOR
TELFAIR
3.400
2.200
2 7iiii
35
47
30
1.170
1.030
810
\l. MllIA
15.600
12
6.520
COBB
21,200
86
18.190
TERRELL
:. iioo
43
1.290
BAKER
1.300
•
850
COF1 I I
5.500
31
1.720
THOMAS
9,1(10
34
3.100
BAY
15.000
51
7.580
ll il.i )l ITT
9,000
34
3.060
TIFT
6.200
32
1.950
B RADFORD
( iH.l MIS1A
2.300
64
1.480
TOOMBS
4.100
35
1.420
BREVARD
11.200
50
7.040
COOK
COWETA
2.900
7.100
20
60
570
4.260
TOWNS
TREUTLEN
1,000
1,400
40
27
400
BROWARD
53.700
81
43.540
380
CALHOUN
740
CRAWFORD
1.200
47
560
TROFP
13.900
61
8.480
CH \K!,()TTB
1 300
51
910
CRISP
4,700
46
2,170
TURNER
2.500
32
790
CITRUS
1.600
33
530
KADI
1.700
64
1.090
TWIGGS
1.700
33
560
CLAY
1.701)
3,200
61
2.850
DAWSON
DECATUR
700
6.200
72
25
500
1,570
UNION
UPSON
1.700
6,500
41
51
700
COLLIER
51
1.640
3.340
( (ll.l M III A
-.liiii
43
2.180
DE KALI!
1. 7IKI
84
40,800
WALKER
11.300
57
6.440
DADE
228.200
80
182.160
DODGE
3.800
10
1.760
WALTON
4,900
54
2,660
Dl SOTO
oo
S3
770
DOOLY
3.100
46
1.430
WARE
8,500
54
4.620
DIXI1
in \ \l.
IHHl
111.000
39
72
350
79 810
DOUGHERTY
DOUGLAS
14.900
8,100
54
80
7.970
2.470
WARREN
WASHINGTON
2.100
4.600
51
33
1.060
1.530
l.x VMBIA
43.100
63
27.230
EARLY
3.91)11
25
990
WAYNE
3.500
30
1.060
FLAGLER
1.200
52
630
ICHOLS
-.(III
37
180
WEBSTER
800
47
380
FRANKLIN
1.400
17
EFFINGHAM
■J 200
37
800
\\ HEELER
30
GADSDEN
7,600
24
1.810
ELBERT
1 Inn
57
2.510
WHITE
1,400
40
560
GILCHRIST
600
39
230
EMANUEL
4,300
27
1.170
WHITFIELD
9.1
70
7.850
GLADES
700
40
280
EVANS
1,500
43
640
WILCOX
2 :;on
46
1.070
GULF
2.500
39
980
FANNIN
:i
41
1.440
WILKES
2.700
53
1.440
HAMILTON
II \IU)EE
2.200
3.100
43
33
940
1.030
FAYETTE
FLOYD
1.900
17.7110
85
63
1.610
11.200
WILKINSON
WORTH
2.200
4.200
33
32
730
1.320
HENDRY
1.800
40
730
FORSYTH
2.600
72
1.860
HERNANDO
2.200
33
730
FRANKLIN
3.300
56
1.850
IDAHO
HIGHLANDS
1 500
10
1.820
FULTON
I ,11 lil.l
83
124,730
HILLSBOROUGH
95.100
76
72,240
GILMER
2 100
67
1.600
173.800
50
87.570
HOLMES
2 son
24
680
GLASCOCK
700
51
350
ADA
*i,300
68
16.430
INDIAN RIVER
4.400
38
1.660
GLYNN
9.300
52
4.850
ADAMS
900
36
320
JACKSON
8,200
21
1.730
GORDON
4,600
07
3.060
BANNOCK
ij :iiiii
51
6.270
JEFFERSON
2.400
31
740
GRADY
1 000
25
1,160
REAR LAKE
1.800
11
740
LAFAYETTE
700
13.000
39
50
270
6,440
GREENE
GWINNETT
2.800
8,400
43
60
I.20O
5.040
BENEWAH
1,500
66
980
LAKE
RING HAM
6.600
56
3.660
LEE
H Ton
51
4.910
HABERSHAM
1,100
51
2.070
BLAINE
1.300
38
490
1 EON
14.700
17
2.510
HALL
11,100
83
9.200
BOISE
600
13
260
LEVY
2,600
33
860
HANCOCK
2 200
39
870
BONNER
1,400
62
2.720
LIBERTY
700
17
120
HARALSON
3.600
80
2.8H0
BONNEVILLE
■1 7011
69
6.690
\l U'ISIIN
3,200
31
HARRIS
2.600
51
1.340
BOUNDARY
1 •
62
930
M w VTEE
1:1 nun
58
8.100
HART
3.200
57
1.830
BUTTE
800
38
300
MARION
12.800
37
4,740
HEARD
1.500
60
900
CAMAS
i
38
110
MARTIN-
3.000
38
1.130
7.310
2,4111
HENRY
3.70O
78
2.880
CANYON
16.600
48
41
41
7.950
780
1.540
MONROE
K \ssAU
3.600
67
HOUSTON
IRWIN
:
2.400
54
31
3.780
750
cAKir.oi
CASSIA
3.800
OKALOOSA
9.100
46
4,220
JACKSON
4.400
58
2.560
CLARK
200
62
120
OKEECHOBEE
1. 111(1
49
540
JASPER
1.600
54
870
CLEARWATER
2.100
49
1.020
nil WOE
61
32.810
JEFF DAVIS
2.400
30
720
CUSTER
1,000
19
190
0S( l.oI.A
PALM BEACH
1.300
51,
49
71
2.120
36.920
JEFFERSON
JENKINS
4.200
2.300
51
36
2.130
830
ELMORE
FRANKLIN
2.90O
2,500
52
41
1.510
1.020
PASCO
7.400
38
2.820
JOHNSON
2.400
33
800
FREMONT
2,300
61
1.400
PINELLAS
7s, Hill
64
50.470
JONES
1.600
39
630
GEM
2.200
43
940
POLK
45,000
54
24.490
LAMAR
2 Hill
67
1.620
GOODING
3.200
40
1.270
PI T\ \\l
7.600
52
3.960
LANIER
1 :
37
480
IDAHO
3.100
22
680
ST JOHN'S
8 Hill
i,l
LAURENS
LEE
7,500
1,100
50
43
3.720
600
JEFFERSON
JEROME
2.700
3.300
61
40
1.650
ST. LUI II
7.500
38
2.830
1.310
SANTA ROSA
00
46
2.450
LIBERTY
2,100
43
900
KOOTENAI
7. mio
66
4.990
SARASOTA
12.600
9.700
• -mi
42
39
38
5.240
3.770
1.070
LINCOLN
1 3110
53
700
LATAH
LEMHI
5.900
1.700
39
19
2.280
320
LONG
LOWNDES
900
ll BOO
30
29
270
3.410
vi m n r
LEWIS
1 2110
39
460
- i w \v\i.i:
;
43
1.670
1,1 MPKIN
1.500
41
620
LINCOLN
1.100
HI
440
TAYLOR
3 BOO
31
1. 100
\1( DUFFIE
2.900
64
1.860
MADISON
2,400
61
1.460
1 M ( i N
900
65
590
Mi INTOSH
i Him
43
690
M1NIDOK \
2.300
10
920
\ (W.I 91 \
WAK1 LLA
29,700
1.300
37
17
10.840
210
MACON
M \DISON
.! Hill
2.600
47
56
1.450
1.450
NEZ PERCE
ONEIDA
7,200
1,000
39
41
2,780
410
\\ \LTON
3,800
24
910
M IRION
1.400
47
660
OWYHEE
1,600
52
830
WASHINGTON
2,800
24
680
MERIWETHER
5,100
55
2.790
P \\ LITE
100
19
1,490
948.900
62
584,880
MILLER
2.100
25
530
POWER
SHOSHONE
900
6.600
41
49
360
GEORGIA
MITCHELL
MONROE
5.200
2,100
25
67
1.320
1.610
3.200
TETON
7000
61
430
MONTGOMERY
1 Odd
27
440
TWIN FALLS
12,900
35
4.540
APPLING
3,000
80
900
MORGAN
2.500
51
1.360
\ U.LEY
1,100
36
400
ATKINSON
BACON
BAKER
1,700
2,200
1 100
81
51
530
1.190
Ml RRAY
.2,500
67
1.670
WASHINGTON
2.300
43
980
81
340
Ml SCOGEE
LOO
82
28.690
BALDWIN
39
1.960
NEWTON
OCONEE
OGLETHORPE
P \i i.king
1,60(1
2.200
2.600
7S
1
80
3.900
870
940
2.070
ILLINOIS
\D\MS
2.983.300
22.100
82
M
BARROW
BARTOW
1,500
3.400
7,000
58
82
840
1.980
5.730
2.445.000
18.530
HEN HILL
30
1.150
PEACH
2
47
1.360
ALEXANDER
7 BOO
51
3.690
BERRIEN
940
PICKENS
2.200
72
1.580
BOND
4.600
-, .,110
2.200
81
61
75
3.740
3.430
1.660
BIBB
1:1 a KLEV
il
16
33
20.440
1.020
490
FIERCE
PTRE
FOLK
2,300
1 Mill
7,900
88
■
so
760
990
6.330
BOONE
BROVl N
BRA! i
BUREAU
1.
78
9, 140
BROOKS
10
750
PI LASKJ
2,100
46
■170
c u.noi N
1,7110
76
1.280
BR1 AN
1.400
43
600
PI TN \M
1)1 ITM \N
I 600
BOO
39
III
630
320
( WIROLL
C \ss
e too
1 700
72
75
4.530
3.540
111 l.l.o. II
37
2.050
III KKE
1.990
R Mil N
1.70(1
11
860
CHAMPAIGN
78
25.960
BUTTS
87
1.480
RANDOLPH
2.900
Hi
1 . 1 70
CHRIST! \N
12.700
73
9.250
64
(SET COUNT CONTINUES PACE 68)
SPONSOK • 1 OCTOHKR 1956
SPONSOR • 1 OCTOBER 1956
65
-a dynamic
new TV network- NTA
66
SPONSOR • 1 OCTOBER 1956
This picture, taken shortly after the ac-
tual birth of a baby, announces a mighty
exciting and important event to everyone
interested in television.
It's the birth of a healthy, sound, spir-
ited new television network — known as
the NTA Film Network.
As with most parents, it represents the
fulfillment of a long-cherished dream.
But unlike most new arrivals, this one
already has an objective in life which can
be stated very simply :
To provide better entertainment for
the public... and to offer a significant
new marketplace for the advertiser.
Actually, its whole reason for being is a
happy marriage between the two! You'll
be hearing a good deal more about the
NTA Film Network from now on. Hut
meanwhile, wouldn't you agree that ...
When the public gains.. .and the adver-
tiser gains. ..and the station gains. ..the
birth of the NTA Film Network is a de-
cidedlv blessed event for everyone?
4 good reasons for the 4 dimension network
A 102 Stations Covering 82°o of U.S.
^^ TV Homes. They offer access to
the nation's top markets ... where
38,173,100 families live... in 28,143,-
500 TV homes... with about 214 billion
dollars in buying power. To say the
least... it's a vast market... with vast
sales opportunities for the national
advertiser.
£\ At a Fantastically Low Cost Per
^^ Thousand. To those appalled by t he
high cost of TV advertising, the XTA
Film Network is the answer. It offers
enormous audiences at a remarkably
low cost per thousand. Thanks to top
talent at a fraction of the cost of the
average TV show. Thanks to no stag-
gering coaxial cable costs.
£F% With the Greatest Flexibility in
^* TV Network History. No costly
"must-buys". Now you can buy what
you want... when you want... where
you want it. One contract covers every-
thing—time and program... with no
worry about time differentials. You
get the prestige of network plus the
flexibility of spot purchase.
rf\ And Guaranteed Clearance of
^^ Time and Programming. No waits
...no debates about station clearances.
You can get the availabilities you want
and need now ... without standing in
line. Whatever your present TV sit na-
tion... look to the NTA Film Network
-The Four Dimension TV Network!
■»*-•% i
For the full story, call, wire or write:
N T A -*
a subsidiary of National Telefilm Associates, Inc.
60 West 55th Street, New York. N. Y. • Phone: PLaza 7-2100
LM
ETWORK
SPONSOR • 1 OCTOBER 1956
67
fc-*)6£2
■{%--)
Illinois (continued)
'*> (*-a.)
Note: Tv home totals are as of March 1956 and in many cases are now obsolete.
NATIONAL TV SET COUNT BY COUNTIES
TOTAL
TV HOUSEHOLDS
STATE » COUNTY
HOUSEHOLDS
PER CENT
NUMBER
CLABE
5.500
62
3.410
CLAY
39
2.150
CLINTON
6.800
SI
5.530
COLES
13.700
62
8.510
COOK
1.554.200
88
1.365.000
CRAWFORD
7.300
63
4.560
CUMBERLAND
3.100
62
1.920
DE KALB
13.100
84
11.040
DE WITT
5.300
68
3,580
DOUGLAS
5.200
63
3.280
DU PAGE
72.900
88
64,230
EDG u«
7,800
63
4.910
EDWARDS
2 BOO
43
1.200
EFFINGHAM
G.500
4.210
FAYETTE
:
65
4.600
FORI)
5.100
77
3.930
FRANKLIN
10.000
48
7.710
FULTON
1 1, 1
78
1 1.400
GALLATIN
2.700
:;-
1.030
i;iu I \i
6,000
76
4,530
GR1 NDY
6.200
84
5.230
HAMILTON
38
1.450
11 INI OCE
- 100
69
5.770
HARDIN
2.100
42
890
HENDERSON
2,500
81
2.020
ill ML-,
16.200
89
14,370
IROiJl OIS
10,600
59
6.220
JACKSON
64
8.280
JASPER
3.800
63
2,380
JEFFERSON
r: Mm
51
6.220
1 RSI l
4.900
76
3,700
.id DAVIESS
1 S00
72
4.890
JOHNSON
2,400
42
1.020
KANE
19,800
91
45.420
K INK AKEE
21.200
85
18.040
KENDALL
3.800
84
3,210
KNI>\
18.!
84
15.500
LAKE
:
93
67.500
1- \ SALLE
32.800
57
18.560
LAWRENI I
6.600
51
3,350
I,EE
10.400
63
6,520
LIVINGSTON
11,100
60
6.680
LOGAN
X.'.illll
81
7.200
MC DONOUGH
9, inn
69
6.460
MC HENRY
18.200
86
15.600
MC LEAN
27 inn
62
16,930
\I \C(.\
66
23.960
MAI'IM PIN
1 1.200
78
11.080
MADISON
64, 100
83
53.390
\l MUON
l;: .urn
75
9,770
MARSHALL
1
65
2.660
\l ISON
5.100
57
2.920
\| VS8AC
42
2.070
MENARD
57
1.660
MERCER
i
81
4.370
MONROE
1,
84
3.430
MdNTi 10 Ml i:\
in. mil
61
6.410
MORGAN
10.200
66
6.680
MOULTRIE
l.ioo
66
2.700
im;i i:
11.000
61
6.730
PEORIA
,9 urn
85
50,000
PIATT
i 300
68
2.900
PIKE
7.(100
75
5.220
POPE
1.500
42
640
IM 1 \SKI
1 -
51
2.280
PI TNAM
1.300
65
840
R S.NDOLPH
8.400
83
6.960
RICHLAND
6 300
43
2.700
ROCK ISLAND
89
40.540
ST. CLAIR
87
l.il.l Hi
SALINE
1
61
6.590
a > so wion
I.; [00
89
31.720
9CH1 i LER
M
75
2.330
SCOTT
2.300
7".
1.720
SHELBY
7.700
66
5.070
2 hi. ii
65
1.690
- ri mi nson
1 1.
82
11.740
TAZEWELL
27,600
88
24.360
UNION
.,1
2.780
\ ERMILION
2!) .mil
65
18.960
H IB \sil
1,700
51
2.390
WARREN
^ nun
M
6.470
WASHINGTON
! 600
86
3.010
\'. \ ^ m 1
39
2,960
WHITE
.. -Ml,
38
2.590
WHIT]
[6,800
ST
14.650
WILL
.,..,
87
38.670
WILLI \MsoN
9.240
V. I \ \ I BAGO
79
43.750
WOODFORD
■
4.420
INDIANA
1.348,000
80
1.073.630
All. WIS
. 900
73
4.980
ALLEN
55.070
BARTHOLOMEW
13.400
S7
11.630
BENTON
78
2.490
i ORD
4.200
58
2.450
88
7.300
BROWN
1
970
CARROL1
3.430
STATE ft COUNTY
TOTAL
HOUSEHOLDS
TV HOUSEHOLDS
PER CENT NUMBER
STATE ft COUNTY
TOTAL
HOUSEHOLDS
TV HOUSEHOLDS
PER CENT NUMBER
CASS
CLARK
CLAT
CLINTON
CRAWFORD
DAVIESS
DE MtF.oRN
DEO \rrit
DE KALB
OKI. AWAKE
nriiois
ELKHART
FAYETTE
FLOYD
I nl NTAIN
I Ii \NkLIN
I 'II. TON
GIBSON
GRANT
GREENE
II WI1LMIN
II wc-OCK
HARRISON
HENDRICKS
HKNin
HOWARD
lU'NTINGTON
JACKSON
.i \sri:it
JAY
JEFFERSON
JENNINGS
JOHNSON
KNOX
Koson ski i
I. A GRANGE
LAKE
LA FORTE
LAWRENCE
MADISON
MARION
MARSHALL
MARTIN-
MI AMI
MONROE
MONTGOMERY
MORGAN
NEWTON
NOBLE
OHIO
ORANGE
OWEN
PARKE
PERR1
PIKE
PORTER
POSEY
PULASKI
PI TNAM
R \NnoLPH
RIPLEY
RUSH
ST. JOSEPH
SCOTT
SHELBY
SPENCER
STARKE
STEUBEN
SULLIVAN
SWITZERLAND
TIPPICANOK
TIPTON
I NloN
VANDERBURGH
VERMILLION
\ [GO
WABASH
WARREN
w IRRICK
WASHINGTON
WA1 NE
WELLS
WHITE
WHITLEY
IOWA
ID AIR
All WIS
ALLAN \Ki:i
APP VNOOSE
Al HI F.on
BENTON
BLACK HAWK
I •.hum:
BREMER
F.I I'll WAN
I'.l ENA VISTA
LI II. Fit
CM, IHH N
I Mtlilll.L
C \ss
12.300
17.300
7.800
10.200
- inn
8.000
5,700
6,1
29.900
7. sun
15,800
-, mm
1,600
',.imi
8,700
20.800
9.100
9 BOO
7,200
5.300
11,700
14.900
19.100
II
9.000
5.400
7,600
4.200
10.700
14.100
11.200
136 !
26.600
II nin,
36. 900
197.600
9,900
.
9.50O
1 1.700
9.800
Ii. sun
3.500
8.100
1.200
5.000
3.600
4.800
.'..inn
4.500
13. 800
6.100
4.000
6.000
9.100
6.000
6.200
72.300
4.300
9.800
:: I
5.200
4.900
6,400
■j. mm
.'.:
1.800
600
,,; BOO
6
. 100
9.700
2,500
7, inn
•
,. 300
II HIi,
830.600
2.600
3. .-,00
T.lnii
Ofl
,; mm
7. inn
5 in, i
.. 00
--'
84
61
n:
'■-
v-
66
81
70
87
ill
65
7S
58
82
80
B3
83
04
85
82
S9
58
83
72
58
89
77
75
61
82
55
75
62
69
VI
66
71
75
64
72
71
16
r.o
60
53
s:,
35
80
ri
B7
62
71
58
B4
10.140
14.510
4.730
8.490
1.520
5.300
7.130
4.440
27.500
27.500
3.790
19.290
5.880
13.730
4.360
3.470
4.070
5.460
17.100
7.520
8.700
6.140
3.470
9.480
10.460
16.560
6.500
5.840
4.210
4,440
5,220
3.340
8.880
11.760
7,160
2/79<T
120.470
22.530
9.060
32.880
172.310
7.450
1.950
5.510
I 2.1.1(1
8.480~
8.580
2.730
6.810
1.070
2.910
2.980
3.430
2.970
2.50O
12.290
4.700
2.990
4.180
7.470
4.770
4.830
61,820
3.510
8.360
2.140
3.890
3.040
4.410
1.780
I.-..6W
3.420
1.210
36.070
4.720
30.620
5.630
1.850
3.950
3.340
17.440
4.610
3.890
5.380
635.180
2.340
1.560
2.510
3.150
2.970
6.000
29.260
6.530
4.060
5.240
4.400
3.840
3.060
5.340
5.230
CEDAR
CERRO GORDO
i HEROKEE
CHICK \s.\w
CLARKE
- '
14.700
5.200
1 100
3.000
CLAY
CLAYTON
CLINTON
i R \\\ FORD
DALLAS
6.100
6.500
16.200
5.500
7 700
DAVIS
DEC \TI R
DELAWARE
UKs MOINES
DICKINSON
2.900
3.700
5.100
1 1 500
4.000
Di'Bi'iji i:
EMMET
FAYETTE
FLOYD
FRANKLIN
20,600
4.200
8.100
7.000
5,100
FREMONT
GREENE
GRUNDY
GUTHRIE)
HAMILTON
3.500
4.800
4.300
4.400
6.300
HANCOCK
ii Mini.N
II Ml HI. SON
HENRY
HOWARD
HUMBOLDT
IDA
low \
JACKSON
.1 VSPEB
4.300
7.400
5.600
5.600
:i '
4.000
3.200
4.800
5.600
10.200
JEFFERSON
JOHNSON
■ KIMS
KEOKUK
KOSSI 'I'll
5.000
13.200
5,700
7,400
LEE
LINN
LOUISA
LUCAS
LYON
13.500
37.500
3.200
3,700
4,200
MADISON
MAN \SKA
MARION
MARSHALL
MILLS
4.200
7.800
7 500
11,200
3.500
MITCHELL
MONONA
MONROE
MONTGOMERY
MUSCATINE
4,100
4.900
3.100
5.100
10.800
OBRIEN
OSCEOLA
PAGE
PALO M.TO
PLYMOI I'll
,, mm
2.900
7.200
i 300
6,700
POCAHONTAS
FOLK
POTTAWATTAMIE
POWESHIEK
RINGGOLD
1,400
8.200
i 300
5.700
3.000
SAC
SCOTT
SHELBY
SIOUX
STOR1
5.400
0
1,400
; 100
13.400
TAM \
TAYLOR
I Nil IN
VAN Kl REN
WAPELLO
6.900
3.900
:..,,nn
:
15.200
w LRREN
WASHINGTON
WAYNE
W EF.STI'.R
WINNER \CO
5.300
100
3,700
1,; !
:; :
\\ IN\I sill IK
WOODB1 BY
\\ HUTU
WRIGHT
KANSAS
ALLEN
ANDERSON
ATCHISON
BARBER
BAR! on
:.-, in, i
3.2O0
6,300
688.900
6 mm
,, .,im
::
11,200
I in I lll'.IIN
I'.ROW N
111 TI.LR
CHASE
CM Al TM (|1 \
CHEROK I i
CHEYENNE
CLARK
CLAY
i MM li
6.200
5,1
12,400
1
-
l
1.1 no
. BOO
.mi
84
s:i
BO
49
55
55
90
82
81
79
48
56
60
74
52
83
81
52
-,s
49
82
79
60
■>-
»::
M
63
63
84
48
82
r.2
so
s:;
60
62
90
85
82
-::
62
60
63
'•:
Ml
45
71
56
si
50
60
62
55
II
.-, I
22
„l
15
87
4.860
12.390
4.290
2.630
1.480
3.330
3.540
14.610
4,510
6.200
1.830
1.880
4.460
12.220
2.180
16.230
2.020
4.570
4.190
3.790
2.930
3.820
3.340
3.540
5.430
2.670
6.380
4.940
3.630
1.970
2.070
2.640
3.240
4.530
8.630
3.250
8.330
4.610
3.710
3.860
7.790
32.360
2.170
1.820
3.430
3.310
4.670
6.360
9.320
2.840
2.860
4.320
1.630
4.130
9.460
3.790
1.830
6.0.10
2.070
5.470
2.270
70.110
18.140
3.420
1.870
3.340
30.520
3.740
5.970
11.140
5.360
2.430
3.350
2.270
8.660
4.180
4.270
1.870
11.930
2.610
3.280
31.450
2.240
4.680
435.330
3.020
1.490
4.900
1.680
9.390
3.120
3.010
7.710
870
960
4.340
330
380
1.710
1.940
68
spoVsoH
1 OCTOBKR 1 ').">(>
Note: Tv home totals are as of March 7956 and in many cases arc now obsolete.
NATIONAL TV SET COUNT BY COUNTIES
;as (continued)
STATE (It COUNTY
TOTAL
HOUSEHOLDS
TV HOUSEHOLDS
PER CENT NUMBER
COFFEY
2.700
45
1.220
COMANCHE
1.200
.-..,
670
COWLEY
12,200
55
6.710
CRAWFORD
15.200
55
8.360
dec \t\ it
2.300
37
840
DICKINSON
7,400
37
2,750
DONIPHAN
3.400
71
2.530
DOUGLAS
11,000
58
6.340
EDWARDS
2.000
64
1.280
ELK
2
44
870
ELLIS
:..:ou>
53
2.780
ELLSWORTH
3.000
49
1.480
1 INN BY
4,200
29
1.210
FORD
6.400
34
2.180
FRANKLIN
6.700
66
4.430
GEARY
11. 2110
37
2.300
GOVE
1.000
31
310
GRAHAM
1.600
37
590
CHANT
1.500
16
240
i;iui
1.300
34
440
GREELEY
600
22
130
GREENWOOD
4,300
44
1.870
HAMILTON
800
14
120
HARPER
3.500
56
1.950
HARVEY'
7.700
65
4. M0
HASKELL
800
16
130
HODGEMAN
900
64
580
JACKSON
3.50O
60
2.110
JEFFERSON
3.700
60
2.220
JEWELL
2.900
37
1.060
JOHNSON
:ts.
84
32,310
KEARNY
900
16
140
KINGMAN
3.500
56
1.950
KIOWA
1.400
56
790
LABETTE
10,500
50
5.220
LANE
1.000
29
290
LEAVENWORTH
10.900
84
9.170
LINCOLN
2.000
49
990
LINN
3.200
63
2.030
LOGAN
1.200
20
240
LYON
s
47
3.760
MC PHBRSON
7.600
62
4.720
MARION
5.300
55
2.900
MARSHALL
5.900
42
2.470
MB U>B
1.'
34
510
MIAMI
6. urn
63
4,060
MITCHELL
3.000
37
1,100
MONTGOMERY
16.900
53
8.940
MORRIS
2.500
55
1.370
MORTON
:
14
130
NEMAHA
i :
60
2.590
NEOSHO
6.NIMI
54
3.650
NESS
2.100
29
610
NORTON
2.900
37
1.060
OSAGE
4.500
66
2.980
OSBORNE
2.600
42
1,090
OTTAWA
2.500
49
1.240
PAWNEE
3.100
64
1.980
PHILLIPS
3.700
42
1.560
POTTAWATOMIE
3.800
42
1,590
PRATT
4.100
56
2.300
RAWLINS
1.600
20
320
RENO
19.400
82
15.930
ItBITBLIC
3.700
45
1.660
RICE
5.11111
62
3.170
RILEY
7. sun
38
2.970
HOOKS
3.200
42
1.340
BUSH
2.200
53
1.160
RUSSELL
4.100
53
2.150
SALINE
13,700
51
7.040
SCOTT
1.300
29
380
SEDGWICK
106.500
78
83.500
SEWARD
3.700
16
590
SHAWNEE
42.300
82
34.770
SHERIDAN
i inn
37
400
SHERMAN
2.200
22
480
SMITH
2.800
42
1.180
STAFFORD
2.800
64
1,790
STANTON-
500
11
70
STEVENS
1.200
14
170
SUMNER
9.000
56
5,010
THOMAS
2,400
20
470
TREGO
1.600
31
490
WABAUNSEE
2,200
47
1.040
WALLACE
700
22
ISO
WASHINGTON
4.100
45
1.840
WICHITA
800
20
160
WILSON
5.100
54
2.730
W( SON
2.001)
45
910
WYANDOTTE
61.600
85
52,180
KENTUCKY
811.900
57
463,810
ADAIR
3.600
41
1.580
ALLEN-
3.800
41
1.540
ANDERSON
2.200
56
1.220
BALLARD
3.500
37
1.280
BARREN
S.llllO
41
3.480
BATH
2 :
32
790
BELL
8.500
38
3.230
BOONE
4.700
83
3,880
SPONSOR
1 OCTOBER 1956
STATE & COUNTY
TOTAL
HOUSEHOLDS
TV HOUSEHOLDS
PERCENT NUMBER
Bill RBON
BO'S l>
5.000
15,400
BO VI.E
BRACKEN
BREATHITT
BRECKINRIDGE
HI LLITT
HITLER
C U.liW I.I.I.
i M.i.ow n
C lMPBELL
C UU.ISI.E
C vrroi.i.
C LRTER
CASEY
' BRISTTAN
CLARK
CI. AY
CLINTON
CRITTENDEN
CUMBERLAND
DAVIESS
EDMONDSON
ELLIOTT
ESTILL
FAI KTTE
FLEMING
FLOYD
FRANKLIN
FULTON
GALLATIN
G \RRARIl
GRANT
CHAVES
GRAYSON
GREEN
GREENUP
HANCOCK
HARDIN
HARLAN
HARRISON
HART
HENDERSON
HENRY
HICKMAN
HOPKINS
JACKSON
JEFFERSON
JESSAMINE
JOHNSON
KENTON
KNOTT
KNOX
LARUE
LAUREL
LAWRENCE
LEE
LESLIE
LETCHER
LEWIS
LINCOLN-
LIVINGSTON
LOGAN
LYON
MC CRACKBN
Ml' CREAKY
MC LEAN
M \D1son
M IGOFFIN
MARION
MARSHALL
MARTIN
MASON
MEADE
MENIFEE
MERCER
METCALFE
MONROE
MONTGOMERY
MORGAN
MI HLENBERG
NELSON
NICHOLAS
OHIO
OLDHAM
OWEN
OWSLEY
PENDLETON
PERRY
PIKE
POWELL
PULASKI
ROBERTSON
ROCKCASTLE
ROWAN
RUSSELL
SCOTT
SHELBY
SIMPSON
SPENCER
TAYLOR
TODD
_■ goo
I 200
1,700
:: 300
18 800
3.900
i
2,500
2 100
17,000
1.900
1 .1110
2,700
2.900
9,200
7 700
3.500
l.loo
3.200
:: 100
10,400
1 100
2 500
7. nun
! iOO
11.100
]-, 800
1,1
3.600
10.200
3.200
2.100
12 200
2.500
ins
4.000
4.400
:; L'nn
6.200
2.900
6.000
:; 700
1,800
3.000
6.700
3.100
5.000
2.100
c.soo
1.900
23.400
2 sun
3.300
9.200
2.400
3.400
4.700
2.300
;, sun
2,100
'.Mill
1,100
1.700
2.800
2,500
2.200
7.7HM
I snn
2,100
1,800
2.700
2.50O
1.400
i goo
7,000
15.100
1.600
s.iiiio
700
'_■ 1,011
I 7nn
2.600
4.300
6.000
8 snn
1 100
:!.:
; 100
so
95
17
7 2
si
29
87
87
37
21
21
29
87
57
15
46
40
II
71
n
58
40
52
i;i
37
33
20
47
55
90
22
41
20
21
27
16
39
29
52
37
40
32
36
72
64
22
47
87
87
32
25
::..
si
50
36
ill
57
21
T2
28
46
22
23
72
20
46
89
59
2.490
13.060
2.650
2.020
1. 010
2.480
3.190
830
1.200
1.730
22,360
660
2.070
4.050
1.290
7.900
1.910
810
390
720
770
9.720
770
1.000
590
14.900
1.330
5.390
4.390
1.280
910
I. .in
2.560
2.830
1.770
1. 100
4.980
950
7.580
6.930
2.840
1.450
5,260
1.950
770
4.000
490
142.890
1.890
2.410
31.900
920
1.360
1.270
1.180
2.040
440
630
1.790
1.410
1.950
600
3.520
700
9.350
890
1.190
2.0 20
690
1.890
1.740
1.270
4.190
1.340
200
1.940
620
1.030
790
540
2.770
4.030
1.050
1.720
1.640
1.430
2<X)
2.090
2.150
7.010
350
2.000
500
510
1.240
1.020
2.490
3.650
1.960
1.180
1.700
1.760
STATE a. COUNTY
TOTAL
HOUSEHOLDS
TV HOUSEHOLDS
PER CENT NUMBER
TRIGG
I KIMBLE
I NION
\\ UlREN
u \>iiington
H VYNE
\\ LUSTER
Will II I I
WOLFE
WOOD1 ORD
LOUISIANA
1 1 \ 1 1 1 \
\l. I.I.N
ASCENSION
ISS1 MPTION
Hill KI.I.ES
2.000
1,700
3.500
2.800
I 100
3.300
804.400
12 7. in
I
BBAURBG nil.
BIENVILLE
BOSSIER
I \ I.IHI
i LLOASIE1
'..
1.400
12 7nn
C \ I. DWELL
. LMERON
i ATA I H 1 1 LA
i I. \iiiiikni:
CONCORD! \
_• 600
2,7nn
i.i: Soto
E BATON ROUGE
BAST CARROLL
I. FELICIANA
EVANGELINE
5.800
3.300
i 700
FRANKLIN
CHANT
IBERIA
IBKRY ll.LE
JACKSON
7 100
3
11,100
7.100
3.600
JEFFERSON
JEFF DAVIS
LAFA1 KTTE
LAFOURCHE
LA SALLE
42.500
7,200
17 700
11,100
3,800
LINCOLN
LIVINGSTON
M LDISON
MOREHOl SE
NATCHITOCHES
., 700
5.500
I ■
8.900
9.300
ORLEANS
OUACHITA
PLAQUEMINES
1'oiNTE COUPEE
RAPIDES
INI 7oii
24.500
3.600
5,200
2-
RED RIVER
RICHLAND
S WU.NE
ST. BERNARD
ST. CHARLES
2.700
6.400
5.100
3.500
3 ...in
ST HELENA
ST. JAMES
ST JOHN BAIT
ST LANDRY
ST MARTIN
2 100
3.500
3 100
20,000
.-
ST MARY
ST TAMMANY
TANGIPAHOA
TENSAS
TERREBONNE
in 100
s
15.800
3.200
11, mm
UNION
VERMILION
VERNON
WASHINGTON-
WEBSTER
4.700
1
-. 900
10 snn
10.100
W BATON ROUGE
WEST CARROLL
W FELICIANA
WINN
MAINE
ANDROSCOGGIN
IROOSTOOK
CUMBERLAND
FRANKLIN
II vncoc K
3.200
,; 700
1,600
4.400
263.200
2 1 900
24,400
M snn
5,700
10.100
KENNEBEC
KNOX
LINCOLN
OXFORD
l-l NOBSCOT
23.800
'. '
12 100
: 10
PISOATAQ1 is
S \C \D UIOC
SOMERSET
WALDO
WASHINGTON
YORK
MARYLAND
W.I. EC \N1
\nni: ARUNDEL
-. 100
6.300
11.200
8.200
9.800
27,1
748.700
U '
10, >
::.
.1
70
!
15
40
38
36
30
42
ig
ii
38
49
81
40
49
84
15
42
18
47
37
36
....
73
33
54
54
64
28
so
..1
33
61
61
::..
34
28
65
54
::s
64
83
19
72
M
•>37
77
63
61
72
81
49
71
:
81
740
1.030
1.170
5.880
1.560
710
1.480
2.040
320
1.911
488.110
3.920
2.090
2.770
1.360
3.480
2.120
1.570
7.750
44.850
17.120
1.160
520
960
2.220
1.350
3.130
37.710
1.850
1.080
2.380
3.010
1.670
4.840
2.670
1.770
34.420
2.910
8.580
7.140
1.700
2.780
2.540
2.130
3.320
3.350
150.540
14,750
2.640
1,700
15,300
1.450
4.090
1.430
2.790
2.190
780
2.130
2.070
5.980
2.080
4.400
4.860
1 1 .690
1.510
8.390
1.930
2.830
1.650
7.020
5.420
1.210
2.370
520
2,150
188,510
20.970
9.120
39.890
3.600
6.150
19.370
6.090
4.270
8.810
23.520
3.660*
5.080
5.470
4.390
5.610
22.510
607.820
13.590
34.080
69
Note: Tv home totals are as of March 7956 and in many cases are now obsolete.
NATIONAL TV SET COUNT BY COUNTIES
Maryland (Continued'
TOTAL
TV HOUSEHOLDS
TOTAL
TV HOUSEHOLDS
-TOTAL
TV HOUSEHOLDS
STATE ft COUNTY
HOUSEHOLDS
PER CENT
NUMBER
STATE ft COUNTY
HOUSEHOLDS
PER CENT
NUMBER
STATE ft COUNTY
HOUSEHOLDS
PER CENT
NUMBER
BALT1MOKE
371.300
•
311.620
Ml SKEGON
89
37.550
SW IIT
1.400
:.:
1.620
CALVERT
3.100
2.400
NEWA"5 GO
75
5.270
TODD
6,800
.'(•:
2,450
i VROL1NE
-,. 100
82
4.410
ii VKLAND
158.400
-'•
140.400
I K vv ERSE
2 100
740
C VRROLL
12.000
10.200
OCEANA
5.200
54
2.790
WABASH \
7",
3.670
i i:« ii.
6.100
77
7.600
4.720
OGEMAW
...
61
1,700
\\ Vl)l \.\
WASEI v
24
65
830
CHARLES
ONTON VGON
2 1
45
1.310
3.200
DOR! HESTER
S.IIIHI
6.330
OSCEOl 1
82
3.420
WASHING 1 ON
11.300
-
9.610
FREDERICK
7!'
14.540
OS "H\
1,000
..1
610
WATONWAN
1.100
52
2.130
GARRETT
.-..111"
12
2,140
OTSEGO
1,700
(ill
1.020
WELKIN
78
1.880
II VRFORD
83
1 1.780
OTTAWA.
rRESQUE l-i
::..:;""
2
83
28
21,000
820
V\ INliN \
1 l.xim
48
5.690
HOW A liu
6.800
81
5.470
WRIGHT
s.
75
5.970
KENT
3.900
•
3.180
ROSCOMMON
i
60
1.550
FELLOW MED
1.7(1(1
41
2.060
MONTGOMERY
71.800
88
62.940
sa<;i\ vvv
•
42.300
PRINCE GEORGE
7:i.2nll
S7
65.350
ST CLAIR
300
-
26.610
oi 1:1 \ VNNES
82
3.340
SI roSEPB
j i""
B4
10,440
MISSISSIPPI
558.600
38
g r \i VRl s
:;
6.640
S A NILA 1
i 100
6,810
21 1,820
SOMERSET
37
2.160
SCHOOLCRAFT
2,500
36
900
VDAMS
9 100
30
2.850
TALBOT
6
7'.'
4.740
SHIAWASSEE
I .,100
85
12.850
VLOORN
:,-
34
2.530
VV \siiim; I ■< in
68
16.250
TUSCOLA
i 1 800
80
9.400
Will 1
25
1.080
WICOM l< 0
12.71111
7",
9.550
VAX BUREN
11.100
83
1 1 .750
ATTAI V
e ooo
37
2.220
VVORI ESTER
37
2.790
WASHTENAW
12,300
85
35.870
i-.l INTON
2,000
35
690
WAYNE
799,300
732.000
BOLIVAR
15.60(1
24
3.730
MASSACHUSETTS
WEXFORD
5,1
57
3.360
i VLHOl \
C VRROLL
1. Hill
3,100
18
730
820
1.474.200
82
1.212,460
rilKK VSAW
1
18
770
BARNST M'.l.l.
17.700
81
S2
14.300
34.850
MINNESOTA
. inn r w\
00
22
560
BERKSHIRE
. i. mlokni
2,70(1
39
1.050
BRISTOL
121 800
82
102.340
929.200
71
661.450
CLARK]
1,400
39
1.700
DUKES
l.l
78
1.480
AITKIN
300
57
2,160
CLAM
1,
22
890
I SSES
171.000
84
144.150
12.470
96.400
AM IK \
HECK 1 i;
BELTR Wll
1 1,400
6
7.1(1"
88
19
21
12.640
3,320
1,510
I'll \IIIIM \
Copiah
7.300
34
3.840
I RANKL1N
120.500
7"
80
2.450
HAMPDEN"
COVINGTON
mi
36
1.230
HAMPSHIR]
25.600
72
18.410
BENTON
4.100
45
1.850
hi: SOTO
100
0
2.760
MIDDI l
329.700
B2
270.350
BIG STONE
2.500
35
880
I ORRES1
1 1,000
10
4.200
NANTUCKET
1 100
78
850
i:i.i i: EARTH
BROWN
11.600
7. "II"
88
68
10.160
5.190
1 K VNKLIN
l.l ii Kill.
2 '("i
34
970
MlllH'l K
132,7""
83
109.740
H ill
PLYMOl i ii
[00
B5
55.590
CARLTON
',
r,ii
3.800
i.KII M
34
620
OLK
, 900
172.7IHI
•
^2
209.920
141.610
i UIVKll
5.100
84
4,300
CKI \IIH
11 Wl I" K
1.
65
1.250
WORCESTER
CASS
5.511(1
24
1,300
1.870
CHIPPEWA
1,800
:',:
1,770
II VRRISON
50
15.200
CHISAGO
83
3.230
HINDS
41.
63
27.760
MICHIGAN
CLA1
7S
7.730
HOLMES
7,300
34
2.490
2.148.000
84
1. 805.000
CLEARWATER
2.(100
21
550
II I'M I'll III W
40
2.020
VLCONA
ALGER
VLLEGAN
1.600
61
970
I IIIIK
900
51
460
iss vol EN \
1 100
in
440
2.8O0
36
1.000
COTTONWOOD
1.600
52
2.400
IT VW Will \
1. 1
32
1.260
! . 00
., 800
83
28
13.080
1.910
CROW \\ tNG
DAKOTA
I , 800
35
86
3.280
13.600
JACKSON
1 VSI'LR
1" I
71
7.730
alpi.n \
4.1011
49
2.000
VNTRIM
52
1.830
DODGE
3,600
68
2,460
JEFFERSON
JEFF DAVIS
2,500
11
970
\ III A VI
2,800
09
1.930
DOUGLAS
6.300
30
1,900
1.310
2.300
1"
910
FARIBA1 l.l'
7.1""
53
3.760
JONES
16.!
13
7.200
HARRY
83
7.550
FILLMORE
7,300
16
4,080
KEMPER
36
1.070
lay
28,700
24.370
PREEBORN
70
8.000
1 \l Willi
[00
27
1.390
BENZIE
54
1,360
GOODHUE
GRANT
10,100
2.700
83
35
8.390
950
I. VM Ml
i \ tHAi.i:
00
19 100
32
1.040
BERRIEN
MM
86
36,850
10.530
BRANCH
111. lllll
lil
6.450
HENNEPIN
234 200
ss
205.100
layyrlni i
36
i VLHOl S
11,400
10.700
-
80
35.190
8.530
inn STON
in BBARD
1,200
6
21
2.340
760
LEAKE
37
1.810
. VSS
LEE
45
4.870
. II VRLETOIX
i.ooo
13
i 700
Isanti
II VS( V
2,700
11.900
83
50
2.230
5.950
1 1 FLORE
LINCOLN
12,800
7,1""
22
2.830
. Ml 1 II 1 \ I , \ \
CHIPPEWA
.1 vki
3.800
43
1.1,211
8,800
12
3.720
i \i KSON
1,600
7"
3.210
LOW \IH.s
10.300
13
1.360
76
2.660
KANABEI
2 1""
57
1.360
MADISON
7.300
18
2.790
I LINTON
..„,
-
8.220
K \NIH1 mil
. 100
63
5.260
MARION
, oi 0
32
1.890
. k vvv 1 ORD
I
60
780
kittson
koochiching
'
5,000
33
24
HI"
1 190
MARSH \l.l.
Mi IN lt( H
■i 300
35
1.870
di.i.t \
3 500
19
4 690
7,600
8
4.710
1 VI QUI PARLE
37
1.440
MONTGOM] 111
. 00
27
930
1 A II IN
roo
77
10.550
I.AKK
51
1.980
NESHOBA
6
36
2.130
EMMET
•Mil
43
2.040
LAKE i>l' vv S
1
21
290
NI.'W 1 UN
49
2.580
GENESEE
1
79
78 590
i.i: si i;i it
LINCOLN
2 '
65
44
' 860
1.270
NOXUBEE
OKTII'.KLII \
1.000
8,000
30
1.220
1.340
3.520
GLADWIN
00
76
1 'Hid
- ,„,
15
3.720
in n\
,, 600
11
2.890
1' V Nol \
. I""
10
1 i; i RAVBRSE
M
-.1
4.730
Ml' I.KOD
7. "II"
78
5.310
PEARL RIVER
5,500
65
3.560
GRATII >T
10.300
•
8.560
MAHNOMEN
1,500
19
730
CLRin
2,100
28
590
DAL1
12.200
56
6.840
M VRSHALL
MARTIN
4,200
33
53
1.380
4.180
I'IKI
I'ON inliii
8,
800
32
23
2.890
HOI GHTOX
20
2.240
1.520
1 l;i i
, 100
-
7.740
MEEKER
5,
63
3.430
PRENTISS
4,800
1 \l,ll VM
1
31
82
52.040
9.480
M1LI.L LACS
\llll(HIS(i\
!
15
36
2.210
2.480
ill I'I'M \N
[0
2.390
RANKIN
37
2.120
69
2.690
mow i a
Ml RRA1
4,500
76
61
M 7 .ill
2,730
SCOTT
-II VRKJ 1
5,
2,7""
37
Hi
1.830
1.090
1.870
1.280
IRON
40
2,220
l I.LV
76
6.230
nholi.lt
68
3.760
SIMPSON
1
.1 M'KSIIN
14.600
85
it
30.440
39.290
NOBLES
NORM VN
70
1!'
4.610
1.560
SMITH
KALAMAZOO
STON]
1,500
-
420
KALKASKA
1, inn
52
7 '.li
OLMSTED
I . 800
84
1 1.620
-1 \I'|IH\ 1 K
12
7."""
1,
:: '"i"
II
.".0
1,780
2.000
2.010
1.350
KENT
KEWEENAW
roo
1,800
86
1"
75
82
HI. 100
280
1.360
8.720
OTTER TAIL
PENNINGTON
PINE
PI PESTO i
13
1 •
M
39
43
"I
5.210
1.580
2.730
2.600
T VI, 1. Ml 1 1 ' II 1 1
TATE
TIPPAH
LAPEER
TISHOMINGO
3.800
34
1.28(1
S VI
54
i 160
18.67(1
mi E
OP1
Hi 100
100
40
30
4.150
1.050
II Nil ' \
1 NIIIN
III
28
2.040
1.520
Mil"
5.680
1,1 N \
84
LIVINGSTON
1,600
85
12
7,720
580
1,1 00
kamsly
l:l li 1 VK1
REDV
1 19
6,400
86
43
18
103.160
690
3.700
VV M.'l II M 1
W VRR] n
12.7IHI
MAI ICINAC
W VSniNGTON
2", Clio
6,14(1
■Mil
66.060
ki:\\ ii i i
.MM
58
3.930
VVA1 n i
w EBSTER
WILKINSON
U INS I'ON
M
1.400
6711
750
1.550
MANIST) i
MARQ1
57
51
l.l. Ill
5.120
3.550
4.570
RICE
Kill K
rosi VI
ST, M>l IS
01
M
83
"1
7 970
1 .690
1.290
51.150
• r \
v vi. op. i sua
"
27
950
MENOM1
62
4,780
■ nil
84
3,800
S \ /i ii '
■
3.380
MIDLAND
73
B.7I0
Mil Kill KM
75
1.79(1
MJSSA1
2.1H0
I.09O
M'.l.l \
76
2. Ml."
MISSOURI
MONROE
S7
22,350
ii VRNS
[8
72
13.680
1.332.500
73
973,720
MONTCALM
10,700
9.110
S'l'l.l 1 1
4,030
All mi:
1 800
15
3.070
MONTMORJ
28
340
II'
3,100
35
1,080
VNDRLW
SPONSOR • 1
ill liH'.l
2.520
To
:r !«)..(.
KSTP-TV attracts attention, too!
The eye-patch, the beard and the tattoo
seem to be top attention-getters these days.
And just to be doubly sure you notice this
advertisement for the Northwest's first tele-
vision station, we've included a few other
sure-fire ingredients (or so our agency tells
us) ... a Baby, a Pretty Girl and, of course,
the Faithful Dog.
So, after all that work, please allow us to
point out that KSTP-TV is still your best
buy in the vital Twin City market of more
than 600,000 TV homes. The sparkling new
entertainment line-up means sales — as so
many KSTP-TV advertisers have already
discovered.
Now is the time to put KSTP-TV to work
for you . . . effectively and economically.
Contact your nearest Edward Petry office
or a KSTP-TV representative today.
CHANNEL
100,000 WATTS
5
MINNEAPOLIS • ST. PAUL Bask NBC Affiliate
*Tfas /\/<w(6Ati44b'/L Leading Qt&tfotC
Represented by Edward Petry & Co., Inc.
SPONSOR
1 OCTOBER 1956
71
Note: Ty home totals are as of March 7956 and in many cases are now obsolete.
NATIONAL TV SET COUNT BY COUNTIES
Missouri (Continued)
STATE & COUNTY
TOTAL
HOUSEHOLDS
TV HOUSEHOLDS
PER CENT NUMBER
STATE ft COUNTY
TOTAL
HOUSEHOLDS
TV HOUSEHOLDS
PER CENT NUMBER
STATE & COUNTY
TOTAL
HOUSEHOLDS
TV HOUSEHOLDS
PER CENT NUMBER
ATCHISON
3.100
50
1.680
TANEY
3.000
50
1.510
AUDRAIN
■
4.680
TEXAS
5.900
27
1.580
BARRY
17
3.130
VERNON
•'■ 1
51
3.540
BARTON
4.300
47
2.010
WARREN
2.500
7.1
1.810
BATES
6,200
51
3.180
WASHINGTON
1 1110
41
1.660
BENTON
2.500
59
1.480
WAYNE
2 7H0
53
1.440
BOLLINI
3.000
53
1.600
WEBSTER
4.600
54
2,490
BOON!
11.400
58
8.310
WORTH
1.600
54
860
BUCHANAN
7S
25.380
WRIGHT
4.900
44
2.160
BUTLER
12. COO
42
5,020
c \ LOWELL
C \ LI. away
3.500
65
56
2.260
3.620
MONTANA
C \MDEN
2.400
54
1.300
200.400
32
63.260
CPE GIRARDEA1
12,300
60
7.390
BEAVERHEAD
2.400
23
550
C UlllOLL
5.100
55
2.810
BIG HORN
2,500
18
450
1.400
32
450
BLAINE
2,400
18
430
CASS
6.600
61
4.050
Will All WATER
900
23
200
i EDAB
;; 700
17
1.720
CARBON
■; 200
28
900
CHARITON
[,800
40
1,930
CARTER
noil
8
50
- ■[•IAN*
3.90O
50
1.960
CASCADE
20.000
49
9.750
il. \RK
2.800
61
1.700
CHOUTEAU
2.300
39
890
CLAY
19.700
89
17.590
CUSTER
4.000
8
330
CLINTON
3.900
78
3.060
DANIELS
9
90
COLE
10,300
69
7.110
h LWSON
2,
9
270
. oopi ic
:, 2110
53
2.750
HEEIl LODGE
5.100
22
1.100
CRAWFORD
.; 500
41
1.420
FALLON
1.000
8
80
DADE
2.900
47
1.350
FERGUS
4.600
22
1.010
DALLAS
3,100
54
1.670
FLATHEAD
Hi. son
32
3.410
DAA [ESS
3.700
65
2,390
GALLATIN
7 .no
17
1.220
DE KALB
2 siiii
65
1.810
GARFIELD
GLACIER
700
2.800
9
19
60
l'l NT
3.200
50
1,590
540
DOT GLAS
3,600
44
1.590
GOLDEN VALLEY
400
23
90
DUNKLIN
13.000
50
6.490
GRANITE
1.000
22
220
FRANKLIN
11,800
59
7.000
HILL
5.000
18
890
GASCONADE
1 Hill
53
2.160
JEFFERSON
JUDITH BASIN
1,000
900
17
22
170
GENTRY
3.400
54
1.830
200
GREENE
39.800
83
32.990
LAKE
3,700
25
940
OBI M>Y
11 MIRISON
4,500
61
2.730
LEWIS & CLARK
s son
23
1,980
4.400
.", 1
2,360
LIBERTY
400
18
70
HENRY
.l.Tllil
59
3.960
LINCOLN
Ml' CONE
3.100
2.100
22
9
680
HICKORY
1.800
59
1.070
190
HOLT
3.000
50
1.490
MADISON
1,400
17
246
HOWARD
; i.ik
51
1.850
MEAGHER
800
23
180
7.200
27
1.930
MINERAL
600
22
130
I RON
2.400
41
970
MISSOULA
MUSSELSHELL
13.200
1.800
35
23
4.640
JACKSON
201.000
ss
177.690
410
JASPER
29,100
70
20.360
PARK
4,100
28
1.150
JEFFERSON
12,800
82
10.530
PETROLEUM
300
23
70
JOHNSON
7.800
61
4.790
PHILLIPS
2.000
9
ISO
KNOX
2 Mm
61
1.520
PONDERA
POWDER RIYER
1.700
1.000
38
8
640
LACLEDE
6,200
54
3.370
80
LAFAYETTE
7,900
68
5.370
POWELL
1.700
22
370
LAWRENCE
7,800
47
3.700
PRAIRIE
SOU
9
70
LEWIS
3,600
61
2.200
RAVALLI
1 200
23
950
LINCOLN
1.
73
3.560
RICHLAND
3.100
11
350
LINN
.;, mm
40
2.650
ROOSEVELT
2, 000
11
330
1,1 \ INGSTON
5.31)0
61
3.220
ROSEBUD
1.700
18
300
MC DONALD
4.300
53
2.300
SANDERS
2.400
22
530
\l ICON
6,000
56
3.370
SHERIDAN
1.700
11
190
M LDISON
:1.21m
53
1.7(10
SILVER ROW
19,600
59
1 1.560
\l LRIES
2.000
53
1.1150
STILLWATER
1.500
28
420
MARION
in :
84
8.650
SWEET GRASS
1.100
28
310
MERCER
2,400
4.200
54
53
1.290
2.210
TETON
2 ion
38
910
TOOLE
2.000
19
380
MISSISSIPPI
6,200
45
2.760
TREASURE
400
18
70
MONITEAU
3.50O
53
1,850
VALLEY
3,100
9
270
MONROE
:; miii
65
2,490
WHEATLAND
1,100
23
250
MONTGOMERY
3.900
73
2,830
WIBAUX
400
9
40
MORGAN
3.000
53
1.590
YELLOWSTONE
22, Mm
51
11.480
NEW MADRID
I", i
46
4. M0
NEWTON
NODAWAY
7.600
53
.Ml
4.B60
3.760
NEBRASKA
OREGON
3.400
23
780
433.100
67
290.390
os \(.i;
2.900
53
1.520
LDAMS
9,500
72
6.810
o/. IRK
2 .urn
44
1,020
ANTELOPE
3, mo
49
1.650
PEMISCOT
i ■ ,00
52
6.530
ARTHUR
200
20
40
PERR1
4.200
6 1
2.690
BANNER
34
170
PETTIS
1 1
59
6.960
BLAINE
2011
33
70
PHELPS
7. urn
50
3.680
BOONE
3,200
42
1.330
PIKE
•
65
3,850
BOX BUTTE
BO'S D
.: Olio
1.500
17
21
670
■i .ii
", 2110
78
4.070
320
POLK
5.200
54
2.810
BROWN
1,400
21
300
PI LASK1
3,200
54
1.740
111 1 F A LI)
x :;i„,
01
5,310
PUTNAM
2.800
45
1.270
111 HT
3.400
72
2 460
RALLS
2 ,1111
65
1.640
BUTLER
3.900
64
2.500
RANDOLPH
- ■Ml!
51
4. 2111
CASS
5,600
si
4,700
P, \>
5,500
68
3.740
CEDAR
3,700
si
3.110
111." Mil. IIS
I BOO
32
510
CHASE
1 /
23
350
RIPLB1
32
1.150
CHERRY
2.900
16
450
• 1 III WILES
0,800
82
8.020
CHEYENNE
28
1.420
1 LAIR
9 100
59
2.010
CLAY
3,
56
1.720
RANCOIS
10,700
85
6.960
COLFAX
ill
2.180
ST LOI is
88
382.120
il MING
;i.;ini
72
2.680
-il. GENEVIEVE
ill
1,930
II STl II
5.900
41
2.420
|
8.300
■ •
1. .mi
D \KOTA
:: ion
si
2.860
si 111 VLER
1.800
45
820
DAWES
2,700
17
460
SI ■'! LAND
2 ion
i.i
1.460
DAWSON
6.600
64
4.230
SCOTT
in 800
5.300
DEUEL
28
280
SHANNON
2.1011
23
480
DIXON
2 SIIII
84
2.350
■: iio<i
56
2.020
DODGE
Dol GLAS
B inn
96 ■
S7
-7
8.190
BTODD uih
52
4.960
84.150
STl I N E
50
1.360
DUNDY
1,2110
23
280
si LLIV IN
45
1.590
1 II.I.MIIKE
.,,
1.660
FRANKLIN
FRONTIER
l'l UNAS
GAGE
GARDEN
GARFIELD
GOSPER
GRANT
GREELEY
HALL
HAMILTON
HARLAN
HAYES
HITCHCOCK
HOLT
HOOKER
HOWARD
JEFFERSON
JOHNSON
KEARNEY
KEITH
KEYA PAHA
KIMBALL
KM l\
LANCASTER
LINCOLN
LOGAN
LOUP
MC PHERSON
MADISON
MERRICK
MORRILL
NANCE
NEMAHA
NUCKOLLS
OTOE
PAWNEE
PERKINS
PHELPS
PIERCE
PLATTE
POLE
RED WILLOW
RICHARDSON
ROCK
SALINE
SARPY
SAUNDERS
SCOTTS BLUFF
SEWARD
SHERIDAN
SHERMAN
SIOUX
STANTON
THAYER
THOMAS
THURSTON
VALLEY
WASHINGTON
WAYNE
WEBSTER
WHEELER
YORK
NEVADA
CHURCHILL
CLARK
DOUGLAS
ELKO
ESMERALDA
EUREKA
111 Ml'.OLDT
LANDER
LINCOLN
LYON
MINERAL
N Y E
ORMSBY
PERSHING
STOREY
WASHOE
WHITE PINE
2.: Mm
1,400
3,400
8.400
1.000
Mill
800
21 hi
1,000
11.800
2 I
1,1
I. SIIII
1 300
300
2,300
4.200
2 200
2,
2,600
400
1,300
4.300
43.500
9,200
400
400
200
7 SUM
2 7oii
2.300
1,900
a boo
2. mm
:, ion
2.000
1.300
3.200
2.700
ll.'illll
2.600
4.100
■
900
I Mill
,1 .llill
5,600
10.300
1 200
2. SIIII
1.800
900
1,800
3.400
400
2.500
2.300
700
2 !
■2. Mill
500
4.800
71.200
1,7(10
: hi
500
3.700
200
300
1.200
400
800
900
.1 200
900
l.KKI
1,100
300
21.
NEW HAMPSHIRE
BELKNAP
I WIROLI,
CHESHIRE
i oos
GRAFTON
HILLSIIOKO
MEIllllM UK
ROCKINGHAM
STRAFFORD
SI I.I.IY \N
NEW JERSEY
ATLANTIC
BERGEN
164.200
s urn
1,1
12.. Mill
In nil
13,100
18,900
is, 700
23,800
14,900
s 7IIO
1.672,100
217.10O
67
35
67
73
2-
33
67
20
45
70
20
15
60
73
67
34
20
33
20
79
42
31
12
64
56
60
85
90
35
60
17
41
17
64
7 2
33
I1S
14
31
8
31
76
71
78
71
87
57
M
8
83
1.550
480
2.280
6,090
280
260
540
40
710
8.280
1.970
1.280
240
410
910
60
1.030
2,510
1.600
1.350
880
90
440
2.090
35.410
3.090
80
130
40
6.140
1.130
790
790
2.290
1.610
4.530
1.270
440
2.150
1.310
4.960
1.760
1.420
3.180
190
2.690
5.340
5.030
3.620
2.510
480
740
150
1.160
1.890
80
1.810
950
3.230
2.440
1.650
170
3.250
33.010
140
16.030
150
490
30
30
130
40
110
280
260
130
340
90
90
14.180
490
124.510
6.200
3.830
9.220
6.930
7.400
39.400
14.170
19.560
11.750
6.050
1.404.970
38.760
181.100
72
SPONSOR
1 OCTOBKK l(->.">(k
In Appreciation of
Dr. Frank Stanton's 10 Years
As President of CBS
For his leadership, his fine business judgment, his confidence
in CHS Radio— cornerstones on which our Association
has been built and prospered.
#
For his genius, courage, integrity, capacity for work
and unselfish devotion to duty which have earned the respect
and admiration of his fellow man and the whole
Broadcasting industry.
#
For the sure logic and courage of his answers when responding
to major industry problems.
#
For the application of his early training in establishing
realism in Radio research.
#
For his keen intellect in continuously proposing
and vigorously supporting innovations and changes for the
betterment of Broadcasting.
#
For making the phrase "Public Interest, Convenience and
Necessity" the ruling tenet of his business life.
Nozi' he it resolved that the CBS Radio Affiliates,
at their annual Association meeting, express their affectionate
esteem to Dr. Frank Stanton lor his many great contributions
and continuing confidence in CBS Radio in particular, and the
great art of Broadcasting in iron-rat.
CBS Radio Affiliates Association
September 10, 1956
WHIO, DAYTON,
now completing its 20th year
as a CHS Radio {ffiliatc,
is proud to participate in iliis
tribute t<i a fo) met Dm Ionian.
SPONSOR • 1 OCTOBER 1956 73
Note: Tv home totals are as of March 7956 and in many cases are now obsolete.
NATIONAL TV SET COUNT BY COUNTIES
New Jersey (Continued)
STATE & COUNTY
TOTAL
HOUSEHOLDS
TV HOUSEHOLDS
PERCENT NUMBER
STATE A COUNTY
TOTAL
HOUSEHOLDS
TV HOUSEHOLDS
PER CENT NUMBER
HI 111. I'
CAMDEN
I APE \l \\
i I MBERLAND
ESSEN
111 DSO\
RDON
MIHUI I
1 I. BOO
71.000
\,o\ \ •
MOM
PASSAIC
SALEM
58.700
23, 1""
U6.800
17.100
SCIMI II
SI SSI X
I Mu\
U ARREN
NEW MEXICO
BERNALILLO
CATRON
CHAVES
COLFAX
CI HKV
UK BAC \
DONA W v
I.DDY
CHANT
i.l LDALI PE
HAMMING
HIDALGO
l.KA
LINCOLN
l.i is LLAMOS
I.l NA
MC K I Nl. I.Y
MORA
to
QUAY
RIO AKKIi: \
ROOS1
S \MHI\ M.
SAN XI an
- \\ Mli'.I EL
SANTA I K
SIERRA
SOCORRO
TAOS
TOKK
NEW YORK
M.I'.Wi
O.LEG IN5
BRONX
BROOME
CATTAR M Gfl -
i VVUGA
i II \l IM i)l \
CHEM1 m:
I o
. LINTON
i ((I.l Mill A
CORTLAND
|<I LAV \UI
DUTCHESS
i ore
ESSEX
FRANKLIN
i i iii\
-i;k
i;ki ENE
IIAMH.i 0
HERKIMER
JBFFBH 0
KINGS
LEWIS
LIVINOSTON
MADISON
MONROE
MONTGOMEB1
\ \SS M
NEW ViHtK
\l \( Ml\
ONEIDA
ONOND w. \
MO
ORANOl
OH i 'AS
OBW I 1. 1 i
EGO
PI T\ wi
18,400
210.100
57,100
500
15,200
300
10,!
300
1,800
,00
7.200
1.500
C.l
::."
:,.7lin
1.100
2,300
5,1110
1,700
2.900
1,400
00
5.011.400
13.700
164.700
60 200
24.700
17,)
I 1,200
12,000
11,100
38.000
10,600
17,900
1,300
19.700
27,100
6,500
11,100
19,400
70.200
115 200
18,400
18.100
si
M
M
81
15
33
n
19
21
15
11
35
28
II
sl
71
66
79
85
sj
v
7.-.
78
82
-
30
35.410
85.510
11.540
25.670
248.170
27.590
170.770
12.260
60.540
80.830
73.620
49.310
19.560
98.350
14.360
28.320
9.540
I 18.750
15.010
89.830
35.400
170
7.650
490
2.050
180
6.740
6.150
1.740
530
40
490
4.210
670
1.440
1.150
1.390
320
2.550
950
1.580
920
790
1.660
1.070
4.240
700
730
810
570
zltT
2.240
67.810
8.800
380.590
48.760
20.500
18,160
•k ii;n
23.110
10.010
12.260
11.910
9.790
30.700
256.0311
l, .'I'll.
7.640
14.210
12.610
7 I ,li
1.080
16.230
1 8. 1 <H)
731.970
4.890
8.690
12.090
140.440
15.550
275.510
529.720
54.350
60.090
S6.080
14.900
39.440
8.230
20.260
13.780
5.590
■
459.520
RKNSSEL M.K
■
36.020
RICHMOND
49.330
lND
-'''
22.890
ST LAWRENC1
SARA TOG V
SCHENEI PAD1
S( HOHARIE
SCOT II i i.
1.7110
SENECA
s'l'KI BEN
SUFFOLK
si i.i.i\ AN
TIOGA
TOMPKINS
1 LSTER
W Mini \
WASHING! ON
W VYNE
H :
13, I
1 1,000
\\ ESTCHESTER
u WiMINi:
YATES
219.300
9,400
5.!
NORTH CAROLINA
1.041.200
ALAMANCE
ALEXANDER
ALLEGHANY
ANSON
\ s 1 1 1 :
AVERY
i;i M FORT
BERTIE
BLADEN
BRUNSW II K
I'.l [CCOMBE
BURKE
. m: minus
CALDWELL
. win \
I'AKTI 111 I
C \s\\ ell
' VI WVI'.A
i II VI II WI
OHEROE II
CHOWAN
CLAY
CLEVELAND
COLUMB1 -
riiAi EN
' I Mill in. \\n
' i nun i . K
HARK
DAVIDSON
DAVIE
DUPLIN
DURHAM
i DGEOOMBE
FORSYTH
FRANKLIN
i. \s I n\
GATES
GRAHAM
GBANVXLLE
GREENE
GUILFORD
HALIFAX
HARM I I
II W WOOD
III Mil RSON
HERTFORD
HOKE
HYDE
IREDELL
I M KSil\
NSTON
him s
LEE
LENOIR
I I \i OLN
\K DOWELL
M M ci\
MADISON
MARTIN
MEOKLENBERG
MITCHELL
MON I QOMERY
VI II
NASH
M.U II I\IH I II
NORTHAMPTON
ONSLOW
lilt \ M.I
PAMLII i>
I- \s«ji OTANK
PENDER
II K'.'l l\l \NS
PERSON
PITT
POLK
II Wlinl.l'll
RICHMOND
ROBESON
ROCKINOH m
III1U w
1:1 i iii in mil.
::. inn
2.100
I.l
3.000
i. ion
11.200
17.0110
1,400
6.400
100
17,400
4.000
2.800
1,300
[G Inn
11.700
13.200
25,300
800
, ....
3.800
11.100
- ,,,,
....
30 100
I 700
,. ;im,
12,500
i 100
9.000
1,700
i mo
1,300
L5 100
,,,
0.200
11,200
0,500
300
4,200
6,000
4,200
-
13.900
20.000
, 700
10.100
2,500
6,700
[00
1 i. 100
00
ig 800
17, 100
1 I :
si
82
30
M
81
51
30
38
:.l
s;;
-
19
14
24
24
'.1
71
21
19
50
si
in
-
12
".7
37
II
03
40
11
13
10
51
59
53
10
35
51
76
•
.9
51
•
71
70
67
li
71
II, 'Ui
20.170
41.620
5.930
3.880
G.070
19.980
IC3.520
10.930
7.970
14,090
24.930
10.520
I 1.340
15.090
182.900
7,620
4.830
16.710
2.680
1.040
3.230
2.410
1.260
6.590
2.960
1.920
1.680
17.640
7.060
14.030
0.270
830
2.720
2.290
14.230
3.000
970
1.230
310
9.420
2.830
8.450
7,740
1.070
570
13.440
2.530
3.140
20.320
6.890
36.070
2.510
19.860
1.310
410
3.280
1.760
45.090
5.730
3.160
3,990
3.770
2.680
1.190
620
9.370
1.700
6.280
1.070
3.090
5.660
4.040
3.430
1.500
1.480
3.060
46.240
I. 190
2.380
3.540
6.210
10.280
3,260
4.650
5.670
1.070
| 960
1.600
1.480
2.770
11.980
2.150
9.400
6.610
8.650
12.850
15.600
7.290
STATE a COUNTY
TOTAL
HOUSEHOLDS
TV HOUSEHOLDS
PER CENT NUMBER
SAMPSON
LND
STANLY
STOKES
1,700
slHICl
SWAIN
I IIANSYIA ANIA
TYRRELL
I \ln\
11.500
1,200
10.400
VAN! I.
H MM
WARREN
W VSHINGTON
\\ \TM I, \
WAYN1
U 1LKES
H ILSON
YADKIN
■l \M I \
15.500
12.700
NORTH DAKOTA
\D Wis
BARN) s
BENSON
BLLLINGS
BOTTTNEA1
1,200
1, 100
2.1110
IliiW \l \\
iii km:
hi in. i H. ii
. ISS
i W M.ILK
I.
■
'.'
Iv
2.600
DICKER
DIVIDE
DUNN
EDDY
EMMONS
i mo
2.100
I OSTER
i nl DEN VALLEY
i ill AN tKS
GRANT
GRIGGS
1,500
12 mill
1,600
1 .'mil
HETTNGER
KIDDER
l.A MOURE
LOGAN
Ml HENRY
1.500
I. nun
MC IXTOSII
MC KENZII
\H LEAN
MERCER
MORTON
00
1,800
2.100
".
Mill ViKAII.
M LSON
OLIVER
PEMBINA
PIERCE
K WISKY
RANSOM
ill w II. I I
KM 111. WSl'
ROLETTE
00
2,100
2.200
1 !
5.200
2.300
SARGENT
SHERIDAN
-llll \
SI OP1
STARK
00
..
,,,,
1.100
STEELE
STUTSM \N
TOWNER
TRAILL
WALSH
1.1
I 600
WARD
WELLS
WILLI WIS
OHIO
Mi WIS
M.I.LN
l-lll, \\|i
VSHT Mil 1 1
VI HENS
M i . 1 . \ 1ZE
BELMONT
BROW N
Bumj K
I MlllllLI,
.',7011
j ,„,
2,670.000
11.700
11,300
12,700
ill Wll-MIIN
CLARK
CLERMONT
i I [NTON
i ul.l Mill \\ \
v 300
300
' nslH \
I II \\\ I'llllli
i I \ Mini. \
DAllkE
DEFIANI I
168 in..
Oi
•
DELAW viil
i mi:
I' Mill II i D
69
21
HI
44
-
60
36
44
42
•
18
■■7
66
15
16
13
16
13
77
112
19
15
36
15
-
15
16
'■1
72
7'1
-
19
19
111
15
36
36
7 2
15
1 17,
39
II
32
59
43
59
32
.12
7'.
56
11
15
81
-i
so
88
■
87
s7
■
-
-1
91
-
85
3.960
2.280
9.020
3.040
7,880
550
1.460
530
5.720
3.980
22.480
1.740
1.270
1.730
8.910
5.100
7.200
3.650
1.190
84 400
300
3.330
1.070
80
1.330
160
770
5.190
14.250
830
1.270
210
570
530
1.210
670
140
6.670
1.150
980
450
870
1.120
640
1.280
830
260
1.880
740
3.880
370
I. too
180
1.400
920
1. 110
1.290
640
3.050
730
1.060
520
430
80
1.030
910
3.660
410
2.200
1.780
6.470
1.180
1.220
2.328.000
5.330
24.060
9.610
22.800
9.130
8.560
22.740
5.800
13 000
4.850
7.690
32.700
11.920
7.140
27.810
6.900
10.640
423.570
11.370
7.210
8.210
14.580
15.380
, I
SPONSOR
I im [<OBEB 1 *>•">(>
The Market That Television Built . .
TEXARKANA
METROPOLITAN
POPULATION
106,500
26 COUNTY AREA
DOMINATED
POPULATION
489,300
TOTAL COVERAGE
AREA POPULATION
771,000
(Includes portions of
17 Additional Counties)
•x ■ o U
I / |#Ntw8o,lon f^lUERX\ JNE
Or Kolb
TEXARKANA
^ 1 TITUS p-L. \ _/7^ h I
1»P.ir.b>,,8k I •
MAXIMUM
POWER
CBS— ABC
INTERCONNECTED
3+^
EQUIPPED TO TELECAST
NETWORK COLOR
:iSON^1
ESTABLISHED
SERVICE
On-the-Air Over
3 Years
-CRfGG
— ><r"vj*ri>i» t — ^
DUSK / PANOtA
. . and Keeps Prosperous and Growing
FULL POWER KCMC-TV HAS DONE A BIG JOB
9 With 250 Hours per Month Sponsored Network Programs
• Spot Business from the Nation's Leading Advertisers
• Ever Growing Potential Audience of Over 750,000
WITH RATINGS TO PROVE IT
TOTAL WEEKLY
O SHARE OF AUDIENCE
In 26 Counties
First in Total Audience in 20 of the 26 Counties • First in Every Program
Period Day & Night • More than Twice the Audience of the 2nd & 3rd Stations Combined
(Area Telepulss, January-February, 1956)
KCMC-TV
Walter
Gene
M. Windsor
al Manager
CHANNEL 6
Texarkana, Texas-Arkansas
Represented by Venard, Rintoul & McConnell, Inc.
Richard M. Peters
Dir. Nat I Sales and Promotion
& U*-o.)fc^>
Lki*-V ^•♦Afr-*)
Note: Tv home totals are as of March J 956 ond in many cases are now obsolete.
NATIONAL TV SET COUNT BY COUNTIES
Ohio (Continued)
STATE & COUNTY
TOTAL
HOUSEHOLDS
TV HOUSEHOLDS
PERCENT NUMBER
STATE ft COUNTY
TOTAL
HOUSEHOLDS
TV HOUSEHOLDS
PER CENT NUMBER
TOTAL
STATE* COUNTY HOUSEHOLDS
TV HOUSEHOLDS
PER CENT NUMBER
I \ 1 BTTE
FRANKLIN
::nil
177.100
•
8,400
11.800
• 100
7.100
7s
92
81
7.1
7*
89
68
88
81
s.;
82
85
6.000
162.720
6.730
5.170
6.530
18.400
8.060
226.390
12.670
7.970
4.860
6.020
ftSON
JOHNSTON
2.700
2.500
58
51
1.560
1.270
CLARION
CLEARFIELD
CLINTON
COLUMBIA
.11 \w FORD
CI MBERLAND
DAI CHIN
DELAWARE
KLK
ERIE
in 700
23.800
in 300
16.100
24.200
:;i '
63.600
9 sin,
70.600
-1
84
62
76
74
81
85
il
84
8.700
19.920
[•ON
GALLIA
GEAUGA
GREENE
Gl BRNSET
KAY
KINGFISHER
KIOWA
LATIMER
LE FLORE
15.900
1,800
2.100
7 Mill
69
67
28
25
1 1.020
2.210
2.620
580
1.920
6.680
10.630
18.500
23.400
51.710
HAMILTON
HANCOCB
HARDIN
LINCOLN
LOGAN
l.n\ B
Ml CLAIN
MC CURTAIN
5,900
6
1.700
1,400
-, Mill
73
16
49
60
30
4,11)1)
3.420
830
2.650
1.760
123.950
5.440
59.300
HARRISON
HENRI
PA'S I.TTE
FOREST
I'll \NKL1N
FULTON
i KEENE
52,900
2.-1.11111
12 miii
48
59
77
68
72
44.550
770
HIOHLANTJ
HOCK IXC
HOLMES
9.600
5.700
5.500
13.100
v MM
28 !
11.800
27 700
21.200
1.1 vim
133.300
8,500
79.300
17.600
13.900
7.100
, S.I.I
2
78
85
SO
85
81
84
85
90
85
81
83
89
89
83
88
86
91
80
82
91
7.460
4.830
4.370
11,150
6.970
23.940
10.040
24.960
12.680
19.650
8.990
46.870
118.840
5.380
69.860
15.100
12.690
5.650
7.230
19.400
mcintosh
m utor
marshall
M J. YES
Ml RRAY
3.600
2.900
2.000
5.100
-
47
55
Hi
59
51
1.700
1.580
980
2.990
1.480
17.810
1.980
9.090
J u'KSON
III NTINGHON
INIll \N \
JEFFERSON
.11 NIATA
1. M K \W \NN \
11.500
2] 100
14.200
1,400
77 .111.1
80
82
82
ij
81
9.200
17.350
.IL'KKKKSON
KNOX
Ml SKllllKK
NOBLE
.NOWATA
OKFUSKEE
OKLAHOMA
ie
3 i
8,500
3.900
124.500
77
66
73
50
82
12.800
1.970
2,560
1.970
102.140
11.590
2.500
60.700
I.AH HENCE
LICKING
LANCASTER
LAWRENCE
LEBANON
LEHIGH
LUZERNE
71.500
32,000
27 i
•■
IMS SHI,
83
82
S2
85
79
59.350
26.300
LOGAN
LORAIN
LUCAS
OKMULGEE
OSAGE
OTTAWA
PAWNEE
PAYNE
11,600
nuno
8.300
1 200
60
79
58
66
51
6,990
8.170
4.810
2.760
6.600
22.140
51.510
86.060
MADISON
MA HON INC
l.\ COMING
MC KEAN
MERCER
MIFFLIN
MONROE
32.300
17.2IHI
12.800
in 71. II
57
64
SI
81
80
18.440
10.990
MARION
MEDINA
MEIGS
RITTSB1 RG
PONTOTOC
POTTAWATOMIE
PUSHMATAHA
KOCKIl MILLS
in. loo
8,900
13,200
2, sun
1 '.Hill
49
66
54
18
47
4.910
5.840
7.130
500
890
27.830
10.340
8.550
.MKUCKK
\U \MI
MONTGOMERY
MONTOl K
NORTHAMPTON
NORTH! MBERLAND
PERRY
11 1
3 700
55.100
34.000
7
86
-
58
57
98.810
2.790
MONROE
MONTGOMERY
MORG IN
4.500
138.000
4,200
5, 100
24.500
78
93
78
85
7"
3.510
1 28.000
3.270
4.570
17.1 mi
ROGERS
SEMINOLE
SEQUOYAH
STEPHENS
TEXAS
5.100
11.600
I, Hill
11. inn
73
58
40
61
19
3.950
6.730
1.750
6.800
690
46.840
19.610
4.2111
Ml HtKOW
MUSKTNG1 M
PHILADELPHIA
PIKE
POTTER
SCHUYLKILL
SNYDER
649.000
3,100
I Sll.l
56.700
,, Mill
82
69
60
78
58
53 1 . 5.10
2.150
2.870
44.230
3.760
S'OBLI
OTTAWA
PAULDING
3. BOO
I".
4.800
y linn
-
78
85
79
87
88
2.800
8.480
3.780
7.460
7,060
TILLMAN
Tl I.SA
w AGONES
WASHINGTON
W \siiita
4.800
93,000
4.100
11 :
l.i.nn
58
89
50
76
55
2,770
82.380
2.060
8.530
2.510
PERR1
I'll Iv AW \\
SOMERSET
SULLn \N
SUSQUEHANNA
TIOGA
1 NION
22.800
1 700
in si. n
6.100
71
77
79
69
58
16.100
1.300
7.010
7.460
.1.530
PIKE
PORTAGE
PREBLE
7
v
7.700
■;.i.:,. in
81
si
89
79
85
5.760
17.240
7.940
6.070
26.170
14.530
13.780
26.000
13.760
7,1,411
Wool is
WOODWARD
OREGON
ii \ki:u
BENTON
CLACKAMAS
CLATSOP
COLUMBIA
COOS
CROOK
CURRY
DESCHUTES
IXH'CLAS
GILLIAM
GRANT
HARNEY
1 D RIVER
JACKSON
4.000
3.300
537.700
1,900
in. inn
29.200
in goo
7.000
17.900
2.500
2,:nn
6.700
7'
1 1
2.600
2 nun
,'t.snn
21.500
36
36
53
27
37
65
39
42
20
23
21
23
34
37
18
14
34
50
1.450
1.190
285,550
1.340
3.820
19.050
4.230
2.920
3.610
570
640
1.530
6.910
370
470
280
1.280
10. 750
PI TNAM
RICHLAND
VENANGO is
WARREN 12.400
WASHINGTON 62,
WAYNE 7,900
WESTMORELAND 92,400
« HOMING 1 ■,
YORK
RHODf ISLAND
249.800
BRISTOL »
KENT 27,800
NEWPORT 18,300
PROVTDENOE i7n.:tnn
WASHINGTON 15,500
SOUTH CAROLINA
559.500
ABBEVILLE
AIKEN 26 mi.
ALLEND W.i: 3 200
ANDERSON 23 100
BAMKERG :i.
BARNWELL 7,000
BEAUFORT 8 700
BERKELEY '■ 800
CALHOUN 3,200
i II UU.ESTON n
63
67
86
eg
87
83
85
86
86
85
86
83
55
58
17
36
54
36
36
54
42
74
11.900
8.340
53.490
5.480
80.450
3.750
54.420
213.390
7.670
23.880
15.460
153.480
12.900
308.190
3.080
12.150
1.140
12.730
1.390
2.500
3.590
3.730
1.330
37.620
5.330
4.180
3.800
2.410
3.970
5.740
3.280
3.070
1.690
2.540
12.000
4, 100
34.I0O
6.570
2.300
ROSS
SANDUSKY
SCIOTO
-1 M.I \
SHELBY
in miii
1. .nun
30.700
17.200
87
80
85
80
85
STARE
SI MM IT
TR1 MBTJLL
TUSCARAWAS
I NION
81,800
I 10,300
".I Mill
,,,,
fi.700
86
111
85
81
83
81.910
127.310
43.780
18.790
5.540
\ IN WERT
VINTON
w MtltK.N
WASHINGTON
« 'YNE
9.300
2,800
13.900
1 1
is. urn
82
85
86
75
81
7.650
2.370
1 1.940
10.930
14.960
H M. 1. 1 IMS
WOOD
9.000
18,900
., .mi
668.500
3.200
3.000
3. 2ml
2.100
I. 111.1
83
88
79
67
40
55
51
19
33
7,470
16.710
5.140
444.930
1.280
1.640
1.630
400
2.270
W J LKDOT
OKLAHOMA
JEFFERSON
JOSEPHINE
KLAMATH
LAKE
LANK
2.100
10.300
1. '1.200
1.900
17 Inn
34
38
31
11
62
710
3.910
4,020
270
29.430
aha in
ALFALFA
\ roK \
BEAVER
LINCOLN
LINN
M M IIKI'K
MARION
MORROW
7 mill
is. mm
6,300
30,900
i inn
33
38
48
7.1
37
2.580
7.140
3.030
16.750
480
i ' i BAW
MULTNOMAH
POLK
SHERMAN
TILLAMOOK
1 M VTILLA
177.300
7,200
700
6.400
13 '
70
49
37
39
32
124.570
3.560
260
2.480
4.330
BLAINE
BR1 VN
CADDO
CANADIAN
1
- 2(H)
- 300
7.100
12 SHU
; inn
1,200
1.300
1.1. IMI
67
49
59
79
49
50
18
19
80
51
2.750
3.520
4.870
5.590
6.270
1.710
750
250
8.500
810
CHEROKEE
CHESTER
CHESTERFIELD
CLARENDON
COLLETON
|. MILING TON
DILLON
DORCHESTER
EDGEFIELD
FAIRFIELD
FLORENCE
QBORQETOVi N
GREENVILLE
GREENWOOD
HAMPTON
s sun
7 7i.n
7
6.500
7.100
12.100
. 600
; 7.11.
4.700
in mm
7,71111
11,600
4.300
61
M
48
37
56
47
50
56
U
54
60
53
88
7.7
54
C IRTEH
CHEROKEE
CHOCT 'W
CIMARRON
i i i;\ BLAND
COAL
UNION , Mill
WALLOWA
WASCO : 300
WASHINGTON 23,
WHEELER 1 100
YAMHILL
PENNSYLVANIA
3,226,500
ADAMS 13,100
ALLEGHENY 168 UOO
ARMSTRONG
BEAVER
I'UTOKI. 1 1
BERKS 7:' :ion
BLAIR 11,300
BRADFORD 15.900
i-.i CKS 89 miii
r.i TLER ."' urn
27
27
34
70
18
30
82
7:i
86
S3
86
83
81
B2
79
M.
85
1.590
550
2.470
16.000
200
3.450
2.629.320
9.560
399.810
19.740
45.010
9.460
64.470
33.910
12,500
59.820
24.760
i "\t \NCHE
COTTON
CRAIG
1
22 linn
[00
1.200
12,400
-. nun
75
58
59
79
47
16.380
1.790
2.460
9.780
2.610
DELAW IRE
DEW B1
ELLIS
OAR] 11
OARVIN
.
2.200
2.700
16.100
59
17
36
66
60
1.760
1.030
970
10.670
5.480
IIOKH1
.IASPI It
kl llsll \w
LANC ISTER
1 \\ 111 \s
LEE
LEXINGTON
MC ' OHMI.'K
MARION
M IRLBORO
I i
2.1
7li.il
II
i 100
.' 100
7
7,100
21
54
-
54
36
59
52
63
49
2.930
1.340
4.080
4.740
4.120
2.710
6.390
1.180
4.040
3.460
OR VD1
CHANT
OR1 I R
II UtMllN
II VRPER
2,600
1 ■
75
35
85
36
7.000
1.360
910
740
540
i VMBR1 1
CAM! Hon
1 Wll'.ON
CI vi ft]
< 1 1 IS II It
1
17,-
45.900
83
B0
7!l
79
»'.
48.190
1.140
12.840
13.780
39.020
II \SI. 1
Ml CUES
1 M'ksllN
1,700
7.100
28
47
35
770
2.230
2.490
M W 111 [UVY s
OCON] 1 9.200
on \n.;i hi RG 18
SPONSOR • 1
47
37
47
OCTOBf
7I.7W1
3.420
7.490
76
:r 1956
Note: Tv home totals are as of March 7956 and in many cases are now obsolete.
NATIONAL TV SET COUNT BY COUNTIES
o i Carolina (Continued)
TOTAL
TV HOUSEHOLDS
STATE » COUNTY
HOUSEHOLDS
PER CENT
NUMBER
PI0KEN9
10.100
41
4.130
RICHLAND
42.200
70
29.480
SAM l>A
3,600
46
1.650
BPABTANBURG
40,800
55
22.520
SUMTER
i i :»<•
48
6.770
UNION
7.500
53
3.980
Pj II, I.I iMSBURG
8,900
55
4.870
YORK
20,200
53
10.770
SOUTH DAKOTA
Al ICOKA
BBADLE
BENNETT
HON HOMME
BROOKINGS
HllOWN
BRULE
BUFFALO
BUTTE
CAMPBELL
CHARLES \ll\
CLARK
CLAY
CODINGTON
CORSON
CUSTER
DAVISON
DAY
DEUEL
DEWEY
DOUGLAS
EDMUNDS
FALL RIVER
FAULK
GRANT
oiiKOom
HAAKON
HAMLIN
HAND
HANSON
IIAKMNG
HUGHES
HUTCHINSON
HYDE
.1 'CKSON
JERAULD
TONES
KINGSBURY
LAKE
LAWRENCE
LINCOLN
LYMAN
Mi' COOK
MC PETERSON
MARSHALL
MEADE
MELLETTE
MINER
MINNEHAHA
MOODY
PENNINGTON
PERKINS
POTTER
ROBERTS
SANBORN
SHANNON
SPINK
STANLEY
SULLY
T()1H>
TRIPP
TURNER
UNION
WALWORTH
WASHABA1 « : 1 1
YANKTON
ZIEBACH
TENNESSEE
ANDERSON
BEDFORD
BENTON
BLEDSOE
BLOUNT
BRAD1 BY
CAMPBELL
CANNON
CARROLL
CARTER
CHEATHAM
CHESTER
CLAIBORNE
CLAY
COCKE
COFFEE
CROCKETT
CUMBERLAND
DAVIDSON
DECATUR
199.400
1.300
6.800
800
2.500
5.300
10.500
1,700
400
2.600
900
4.800
2.500
3.600
,; 200
1,500
L.eoo
5.300
3.400
1,700
1,200
1,200
1,800
::.
1.500
2,700
iiebo
700
2.100
1,900
1,1
700
2,500
:. 200
700
500
1,200
800
2.800
8,100
- sun
3.7HO
1 100
2,500
1.700
2,100
3,100
800
1,700
25.700
2.7
17.31111
1,800
1,300
3,700
1,400
l.loo
3.400
400
800
1.1U0
2.400
3.500
3.200
2,300
200
1.00(1
700
899.000
11.000
6.60O
2.900
1.700
15.200
8.600
S.IMIII
2,100
7.400
10.900
2,
2, 700
5,400
1.000
5,200
7
4.000
1,500
os son
2, li"i
21
25
20
-,.;
10
37
.'I
31
2]
21
24
10
75
lo
21
21
43
12
10
21
24
21
21
31
12
18
16
40
31
43
31
•jo
[9
75
is
il.-,
21
12
19
20
43
82
65
36
21
20
12
13
60
58
57
33
84
39
32
39
37
>s
51
30
7s
38
86.550
310
1.680
160
1.410
2.600
3.920
400
120
540
190
Tl30"
1.000
2.680
2.470
310
330
2.260
1.440
680
250
280
380
680
460
1.140
460
110
840
580
560
ISO
500
1.800
210
370
160
1.370
2.010
1,090
2.760
200
1.610
360
890
580
160
730
21,070
1.610
6.300
380
260
1.570
600
230
840
60
160
220
430
2.610
2.380
480
40
2.760
150
8.640
3.750
960
890
10.810
4.540
3.300
1.220
2.860
5.650
1.270
1.050
1.720
730
1.930
4.080
2.640
1.350
76.960
790
STATE ft COUNTY
TOTAL
HOUSEHOLDS
TV HOUSEHOLDS
PER CENT NUMBER
DE K W.I!
DICKSON
I'l BR
c\\ i.i-n
1 BNTR1 88
I II WM.IN
GIBSON
i;ii.i a
OR lINGER
GREENE
OR! NOV
II \MHI.I N
li \ Mil. TON
II INCOCB
II WthlM !\
II WtOIN
II \\\ KINS
HAYWOOD
mi NDERSON
III \K1
HICKM i\
HOI STON
HUMPHREYS
I \i K^(i\
JEFFERSON
JOHNSON
KNOX
LAKE
LAI DERDALE
LAW RI Ml,
1,1 w is
I tNCOLN
l.< i.N
MC MINN
MC WIIM
\l M (IN
\l A I 1 1 SI IN
M \UIUN
MARSHALL
M w >ci
MEIGS
MONROE
MONTGOMERY
MOORE
MORG \N
OBION
ii\ ERTON
PERRY
PICKET
PI i i.
PI T\ \\1
RHEA
RO \ni:
ROBERTSON
RUTHERFORD
SCOTT
SEQUATCHIE
SEVIER
SHELBY
SMITH
STEWART
SI 1.1. IV \N
SI MMNER
Til TON
TROUSD ill
1 NICOl
UNION
VAN HIllKN
W Willi. N
WASHINGTON
WAYNE
WEAKLEY
WHITE
WILLIAMSON
WILSON
TEXAS
ANDERSON
ANDREWS
ANGELTN \
AR \ns \s
AIK'IIEK
ARMSTRONG
ATASCOSA
W SPIN
BAILEY
B WI'KRA
BASTROP
I! \V LOR
BEE
BELL
BEXAR
BLANCO
BORDEN
Itosijl E
BOWIE
BR \/.oui \
BRAZOS
BREWSTER
BRISCOE
BROOKS
5 I
e
13,800
10.400
e
i.i
7 100
1.100
3.000
I BOO
J 600
2.700
6.400
6.900
0
6.200
8.100
5.000
17.300
4.800
10.800
1 300
s.:
12.100
1 200
; l i.i.
8.000
.: :
L.J
1 .ion
3.000
: 800
* 200
6,800
11,100
1
1.300
I 19 :
:; i,oo
2
B.700
7
1.600
B00
1 900
800
6 !
15 500
;
3.900
5.800
7.500
2.488.000
8.200
2
in BOO
L.200
I BOO
,.im
I 700
4.000
2.200
1,200
5 ooo
2,100
I I
■• ; goo
r
i
200
19 SOU
16, 100
11 !
1,800
'
2.700
51
JO
J 7
13
39
35
II
37
60
32
19
39
51
83
-.1
39
38
I
I
41
57
32
51
47
52
57
51
13
64
27
32
15
43
'.s
84
83
32
52
38
80
51
U
.in
2]
34
30
75
55
64
31
17
30
31
55
70
82
is
10
55
1.:
82
78
54
17
53
II
33
1.270
2.530
5.020
3.250
1.020
1.610
5.890
2.200
890
3.630
1.160
2.550
38.420
640
2.420
1.560
1.930
3.010
1.360
2.320
1.520
670
1.490
960
1.830
1.020
51.090
1. 1 00
3.620
2.230
760
1.670
3.340
3.450
1.950
1.720
8.200
2.510
2.840
5.450
550
3.060
7.760
320
990
3.270
1.510
310
320
1.670
3.520
1.620
4.770
4.320
7.040
1.270
680
2.050
119.770
1.830
I.I 10
14.490
6.680
4.390
810
1.430
600
420
2.600
9.330
660
2.580
1.170
4.360
4.100
2.570
1.230
4.1 10
370
980
420
2.920
1.930
I.S20
780
2.010
1.150
2.270
14.800
117.560
710
110
1.410
li. li. .
13,100
4.140
250
290
940
STATE » COUNTY
TOTAL
HOUSEHOLDS
TV HOUSEHOLDS
PERCENT NUMBER
I'.lliiw N
ill HI I BON
I'.l RN1 i
. w n\\ I.I.I.
c < I. inn N
3.700
I 700
I W.I. Wl \N
C LMERON
i IMP
CARSON
CASS
2
9 100
6.100
. 18 I no
ill 'MBER8
CHEROKJ 1
CHILDRESS
. i.w
1,800
2.200
. in III! \N
COKE
COLEMAN
I (II. I. IN
COLLINGSWORTH
1.700
1 200
12.500
COLOR urn
I IIM W.
COM INI Ml
i ONOHO
COOKE
COR1 ELL
COTTLE
i RANE
CROCKETT
CROSBY
CULBERSON
li W.I.WI
DALLAS
DAWSON
DE \r >Mi'i ii
DELTA
HKVI n\
DE WITT
DICKENS
MM MIT
DONLEY
HI \ w.
BASTL \ni.
ECTOR
EDWARDS
ELLIS
EL PASO
ERATH
FALLS
FANNIN
I \ \ l.TTK
I [SEDER
Fl OYD
FOARD
FORT I'.l NH
FRANKLIN
FREESTONE
FRIO
GAINES
c W.\ I STON
GARZA
GILLESPIE
GLASSCOI K
GOLIAD
GONZALES
(lit \v
GRA1 SON
GREGG
GRIMES
ill VDALTJPB
HALE
HALL
HAMILTON
HANSFORD
II Will KM A N
II WIMN
HARRIS
HARRISON
II WtTl.LV
HASKELL
1 1 \ v s
IIKMI'IIILL
HENDERSON
inn w.<;o
HILL
HOCKLE1
HOOD
HOPKINS
HOI ston
now win
Ml h-l'ITII
III NT
III TCHTN80N
IKIliN
I \l K
I lOKSON
i \sri k
JEFF n\\ is
JEFFERSON
1M
IIM \\ I.I.I S
rOHNSON
5, i
lion
: 100
I. ion
i inn
1.100
500
2, 100
o
5,800
3.100
2.000
12.100
6.200
1,700
2.400
1,500
:; noo
19 ■
I_' loo
82.1
5.100
I '
7,700
8,000
2,500
2.900
1.1 on
1 '
; 600
-
:
too
1.300
5.200
7KIO
22, 100
21,300
7 Olio
2.700
L.200
.
", ...Ml
S17 s.m
9 -.no
I 1O0
-. 800
16 000
B :
7,1101
1,300
B.800
1.200
■
9 100
i.| 7ii»
1 300
in
31
19
74
•J 7
32
71
II
36
'-'7
67
81
17
15
34
II
-,n
:;■;
34
62
17
71
56
34
14
16
53
58
:.l
62
33
17
78
46
17
7:;
54
32
31
12
B2
32
53
2.610
1.210
1.480
2.500
MR
1.170
600
1.870
9.210
580
2.070
2.830
1.150
450
5.010
2.420
340
510
240
I ,411
2oT~
1.760
194.830
2.740
1.340
720~
9.100
2.730
610
650
840~
1.200
2.880
I 1.210
130
8.320
50.890
2.390
2.920
2.590
2.480
1.260
1.780
510
5.000
540
1.290
1.610
1.130
28.610
1. 010
1.030
90
600
2.760
4 11,11
13.060
10.950
1.910
4.740
5.780
880
1.360
940
1.370
2.260_
254.280
5.760
370
1.860
2.390
410
1.760
19.100
i. 840
4.890
890
2.110
1.720
4.540
480
8.520
8.660
220
1.400
1.650
1.750
200
46.410
320
2.150
7.620
SPONSOR
1 OCTOBER 1().y(>
77
Note: Tv home totals are as of March 7 956 and in many cases are now obsolete.
NATIONAL TV SET COUNT BY COUNTIES
Texas (Continued)
TOTAL
TV HOUSEHOLDS
TOTAL
TV HOUSEHOLDS
TOTAL
TV HOUSEHOLDS
STATE a COUNTY
HOUSEHOLDS
PER CENT
NUMBER
STATE ft COUNTY
HOUSEHOLDS
PER CENT
NUMBER
STATE ft COUNTY HOUSEHOLDS
PER CENT
NUMBER
.lOXES
(.I7i
1 PSHUR
1,111111
40
1.970
i'l LPEPER
1.820
KAHXES
04
1.760
4.670
1 l'T(i\
1 \ AI.DE
l.dllll
It
660
1.510
, i ,i 111 111. 1NI1
730
M W
DII Kl \-uN
1.490
M.I.
1.030
VAL \
1.300
17
720
I'INU limn:
81
11.290
\<\
30
VAN ZAXDT
71
t ami
ESSEX
910
180
VICTORIA
lO.OUl
2*
2.-800
FAIRFAX
33.200
89
29.510
KERR
1.430
WALK Lit
1.200
. 2.230
FAl'O.1 UK
114
3.460
34
410
\\ Ail 1 i;
2.!
.11
1.860
1 1 (IN h
37
970
KlXCi
50
WARD
1.570
I'l.! YAW A
1.700
1(1
780
KIXX 1 •: 1
J 7
130
WASHINGTON
48
2.450
1 11 WKI.IN
49
2.770
KLEBERG
1.810
w Kim
2 '
!-
FREDERICK
9,200
6.880
KXOX
1.150
« 11 MtTnN
II 700
7,2
5.CO0
62
3.080
I \M m;
12. «nn
2.320
1 I.L'li
■J. 500
27
660
el i.l i ESTER
67
1.930
1 \MH
4.000
H n IMTA
:::!. inn
7ll
23.380
I.I1CI III AMI
1.060
I VMPASAS
1.540
w 11 BARGER
3.120
CIt.W SON
10
2.220
LA SALLE
1 !
18
720
\\ 11. LACY
2.CE0
BEN!
1.100
16
510
LAVACA
11
2.430
w ii i I wisiix
■
5.890
GREENSVILLE
3.1100
51
1.990
l! *
40
1 .010
H ii.si;\
W1NKI.I R
-
:i7
2.170
1.390
HALM \\
11 W(,\ III
V
56
62
1 90
LEOX
34
910
3.490
LIBER 1 1
7.1.00
78
5.890
WISE
117
2.860
RICO
si
71.180
LIMES i 1
5.900
1.'.
2.650
■/,,,, i .
4(1
.' 1 (l
HENRY
58
7 41,11
1 r M 1 1
1.100
350
YOAK1 M
1,100
670
HIGH! W 1 >
800
40
320
OAK
2.000
38
760
1 OUNG
1,-600
53
2.440
1 - 1 1 m H ICII 1
49
1.700
II. \XO
2.-,
420
ZAPATA
24
240
JAMES CITY
1.730
Lovixn
urn
37
40
ZAVALA
33
850
KING & (ii i i
1.400
910
I.I BBOI K
27.630
KING GEORGE
1.800
:,'.(
1,050
IA \\
2.700
3.000
■
32
1.510
970
30.540
UTAH
209,400
70
145.630
KING WILLIAM
65
1,230
Ml I'l I.I. ui II
\h l.i:s\ \\
LANCASTEH
i i
s 000
59
33
1 .350
2.620
MC i'l LLEX
38
190
111 \\ Lit
1.300
8
120
l.Ol IKU \
82
4.180
MADISOX
1.900
600
BOX ELDER
.....
7S
4.270
1 l.l ISA
62
1.870
MARIOX
2, 100
.-> 1
1.290
CACHE
69
6.440
LrXEXRI in.
3.400
41
i 590
M Ml TIN
M V SOX
!
47
660
400
r UtHON
!■ VGGETT
7,200
Hill
31
19
2.230
2(1
\l M'ISON
MATHEWS
1 Tim
46
920
1.130
(ORD \
.;. inn
17
3.01(1
DAVIS
lll.illlll
78
8.270
Ml ' KLENBURG
Is
3.850
MAVERII K
; 900
27
780
in rin -m
■2. linn
III
380
Mini il LSLX
1 !
67
1.260
MED1N \
1.500
05
2.910
EMERY
1,400
31
440
MONTGOMERY'
77
MENARD
I mi.
32
350
GARFIBI D
1 11 \ VII
900
-,nii
9
.'; l
80
1611
N'ANSEMOXD
1
(12
8,420
MIDLAND
: 000
70
9.470
MM SOX
1.800
.Mil. AM
5.700
36
2.060
2. "00
0
230
NEW KENT
1 inn
.11
640
MILLS
1.500
1
820
i \ 1 1
1.500
411
600
NEWPORT mays
•
39.680
M 1
1.000
2,110
KANE
MTLLARD
MORG \ N
mm
l». 1 mi
600
Ii
III
ill
60
960
370
NORFOLK
83
108.100
MON1 •
71
3,240
. Ill 'HAMPTON
48
2,170
TOi \U n
li4
4.500
NUIITIII Mill 111 \ S 1 1
.".Il
1.460
MOORE
o
711
4.620
PIUTE
500
0
50
NOTTOWAY
:,1
2,200
MORRIS
2.500
54
1.340
llll II
'
.;i
300
ORAXGE
3.100
.-,.",
1.710
MOTLEY
1
26
260
SALT 1. \kl
SAN .HAN
S A XP1 II
88,100
1. I
3.700
-
>i
HI
71.360
90
1.480
PAGE
800
50
1.900
N ICOGDOCHES
27
2.050
PATRH K
37
1.340
XAVARRO
Mil
7.(1.1
PITTSY l.\ ANIA
27.300
18
13.190
KEWTON
J
::i
820
SEVI1 R
3 200
1.280
I'owii \ r \\
1.200
62
750
NOLAN
900
-,n
2.970
- 1 MM IT
1,700
111
1.040
PRINCE l.nw Mm
1.890
M ECES
111. goo
36.380
toollk
MM
i;s
3.740
I'KI Ml i.l ORG)
101
5.860
1,111111
.12
600
1 IVI'All
1 TA 11
2.700
23 700
19
510
18.250
OCHIL1 Kit
PRINI ESS VNX1
1 1 "
10.210
\M
inn
43
170
' '
PRINCE w.M
-
4.260
ORAXGE
...
9.190
WASATCH
1.300
ill
790
I'l I \SKI
7. 'inn
4.690
TALI) PINTO
S. Hill
60
5.780
u iSHINGTON:
l'.tiki
0
340
RAPP Ml l\\i» K
1.400
16
640
1' Will A
22
930
H \ Y \ E
300
Ii
30
RICHMOND
59
820
5.150
WEBER
;s
21.840
1' MtK l l:
ROANOKE
81
11.480
[■ IRMER
1.800
780
ki i K nit ii ni i:
: urn
10
2.840
I'l rus
21
540
VERMONT
IK I KIMIIIAM
12 mm
55
6.870
POLK
:!,7iin
in
1.800
RfSSELL
29
1.790
:ii. urn
si
28.910
109,600
64
70.040
-i (ITT
38
2,530
I'ltiisi i mi i
I ..Mill
1 1
200
ADDISON
BENNING1 OX
1,100
7.7HII
71
3.150
5.680
Mil \ VXDOAH
SMYTH
5.600
7. inn
50
Hi
2,810
HA INS
SIIH
570
2.820
RANDALL
a. urn
70
4.460
i M 1 In IMA
7,200
53
3.830
>i I I II IMF 1 n\
,, 300
3.060
REAGAX
Will
II
400
CHITTENDEN
82
15.170
- I'l, 1 -■ \. l.\ W1A
4.020
REAL
7IIII
5.300
33
28
230
i. iOO
ISSICX
■ MM
73
1,310
STAFFORD
3 [00
62
1.920
UKIi 111 1 1 1.
FRANKLIN
8.300
67
5,540
si inn
1.500
67
1.000
I S
1.100
21
86(1
i.k Wl> ISLE
sun
.17
530
SI SSI \
2.700
1.380
REFTOIO
2.500
780
I WKIILI.E
:
i;7
2.000
TV/.LW 1 l 1
11,600
3.920
ROB] l:
32
100
nit Win:
L7IIII
2.500
WAR 111 N
III
2,830
■ • i:i i:'l si \
1.800
1.740
llltl 1 \\s
.-..sun
73
4.210
WASH! S'OTON
31
ROITKW M.I.
1 , inn
114
■inn
111 II \Mi
WASH] \( 1 n\
1.3.300
64
711
8.480
8.470
n i - : MiiKLLAND
WISH
13.600
59
RI'XXBLS
1. Urn
I'l
2,160
4.870
III SK
1 1,700
II
4.800
WINDHAM
8,500
:ni
3.300
n vim:
12
2,430
SABIXE
111
650
WINDSOR
1J.7HII
5.870
YORK
67
2.460
SAN Al'orsTIXE
1 :
27
520
s W 1 MIX 1(1
1 B00
49
780
VIRGINIA
927.900
66
614.850
WASHINGTON
820.600
65
SAX I* \l KM in
S \\ SABA
2.200
i
25
4.730
540
.1! 1(411
SCHLEICHER
7IMI
150
M IIIMAI K
11
4,130
SCTRRY
is
4.720
VLI'.LM Mil 1
13,700
II
5.590
VDAMS
1.850
SHACKELFORD
1
•13
480
ALLKCIIWI
7.7011
ni
4.900
MSI II 1\
II
1.660
1,700
4.300
1.900
870
2. 4111
1,0711
HI \ 1 ON
CHE1 w
( 1 M.LAM
8.600
:ki
-
67
7.040
5.110
5.720
SIIKI Hi
111 KM W
-Mil II
-iimi.kv ELL
Tllll
sun
7:1
"il
1.240
510
11,490
370
\ M LLI A
AMHERST
APPOMATTOX
ARLINGTON
,1
56
17
SI
60.090
. 1 \KK
27.900
69
I'l. 140
STARR
730
M d s 1 \
111
7.390
iill MltlA
II
660
HENS
STERLING
inn
1 1
1,43(1
180
BATH
I.I MORI)
i :
7. inn
49
600
3.600
• mi I ri/.
inn ci VS
I'Litm
47
6, 1 7(1
1,010
520
STOXEWALL
nun
10
450
Bl Wli
1.10(1
12
590
SITTI'N
limn
'-"_'
220
BOTETOl 111'
..1
2.460
1 11 WKI.IN
• ,,
47
. I Hi
HM isiikh
1.140
Itltl \s\\ ICE
,„,
11
1.760
i; Mil II 1 i>
II
390
II i 1 1 \ \ \ \
HI'CKINCII \M
7 inin
28
HI
2.240
1.200
on wi-
ck w - ii \ iiiiiii;
ISLAND
11.71111
Is
3,aioo
II
71'
4.810
7,840
2.800
i mm;
TAYI.OK
21.200
HI
117, MM)
12.970
TERRELL
Jl
190
■ . 1 1 ' 1 1 1 1 1
21.500
62
13.330
TERRi
1.100
HI
2,510
. MlilLINK
L'.illlll
1.680
IEFFERSOX
69
1.780
THROCKMO
nun
IHII
i VRROLL
i KARLES ' M.
CHARLOTTE
mm
3.1110
:i7
64
51
.' ,11.
580
1.590
KING
KITSAP
KITTTI VS
KI H K ITAT
01
i
71
77
188.560
21.050
1 II 1 s
TOM GREEN
-,:;
1 , i 1 II
11.350
31
36
1.980
1.470
tha\ is
32.600
CHESTERFIELD
78
8.230
TRINITY
1,210
CLARKE
ni
1.160
1 1 WIS
50
6.880
n i in
HI
1.130
i RAIG
800
CI
510
1 l\< cl \
SPONSOR •
62
1 OCTOB
2.090
:::
eb 1956
NATIONAL TV SET COUNT
BY COUNTIES
Not< IN home totals ! ind
in nun', cases in no
Washington (Continued)
TOTAL TV HOUSEHOLDS
STATE a COUNTY HOUSEHOLDS PERCENT
NUMBER
M \m>\
3.300
(ii% win; w
. .,,,
33
2.900
PACT! PIC
2.190
1 ■ 1 X ! > OKI II 1 1
IT
1.180
PIERCE
.- 00
73
63.920
SAX JUAN
1.200
72
660
sis KOI i
, DO
-.1
7.660
Sis.WI Wl \
1,700
-.1
910
SNOHOMISH
IS,
32.470
SPOKANE
101
75
1.2. .M
STEVENS
47
2.840
THURSTON
' !
10.090
WAHKIAK1 M
'
390
W \I.I \ w W.I \
■ 00
!C
4.420
WHATCOM
22,900
18
10.970
WHITMAN"
9,000
l(i
4, Hill
\ \ Is. 1 \I A
1 ,' '1
60
26.590
WEST VIRGINIA
502.400
61
304.030
1'. vRBOl 1!
1 ',nn
32
1.470
BERK BLB1
B
5.210
BOONE
7,600
'.:
4.290
BRAXTON
3,700
31
1.160
BROOKE
6 !
90
6.200
C > r.Kl.l.
1
87
28.760
CALHOTJN
101
15
990
(LAY
3,200
IS
1,530
DODDRIDGE
2.100
-.'7
570
FA VBTTE
19.900
52
10,290
CII.MKR
1 Inn
27
570
GRANT
2 .'..11
36
790
GRBENBRIER
9,200
51
4.720
HAMPSHIRE
2.900
18
I.I 10
II Wl 111 K
8,800
Si!
7.600
11 w;ii\
2.21m
30
790
HARRISON
22 :
8,030
JACKSON
3.E
15
1,580
JEPPERSON
711
3.410
KANAW II \
65,300
Ml
52.300
1.1 wis
600
::i
1.440
LINCOLN
1 700
77
3.600
LOG W
17,700
03
11.200
MC l><>\\ 11 1
20 700
-.1
11.260
MARION
63
12.340
MARSHALL
81
7.250
MASON
..
77
4.600
MERCER
is. III. 1
9.700
MINERAL
5,700
38
2,180
MINGO
1
64
6.930
MONONGALIA
15.800
69
Hi. 'I ill
MONROE
2 1
46
1.340
MORGAN
2,300
38
880
NICHOLAS
. .,:.
is
3.100
OHIO
_•_' .'.HI
88
19.820
PENDLETON
2.(100
36
720
PLEASANTS
1,600
.11
860
POCAHONTAS
2,700
16
970
PRESTON
7,500
16
3.470
PI (NAM
77
3.830
RALEIGB
22.900
47
Hi 690
R WliOLI'll
7,11111
30
2.130
RITCHIE
2
27
780
ROANE
; sun
1.710
SUMMERS
4.100
46
2.030
TAYLOR
1.400
46
2.030
TUCKER
2 .Mill
30
780
TYLER
J ;
-.1
1.340
1 PSHUR
1 B00
VI
1.540
WAYNE
8.200
lit
5.250
WKliSTI R
36
1.44(1
WETZEL
1,700
54
2.520
WIRT
1
15
540
WOOD
J
16
9.170
w HOMING
s Mill
in
4.290
WISCONSIN
1
082.700
75
812.1 10
ADAMS
2.500
33
830
ASHLAND
5,600
52
2.900
BARRON
lu 800
'
5.720
BAYFIELD
:; i
1:;
1.690
BROWN
30.000
s~,
25.620
BUFFALO
1.400
03
2.790
BURNETT
Is
1,380
CALUMET
,-...-1110
SI
4.480
SET COUNT
CONTINUES
PACE
82)
SPONSOR • 1
OCTOliKK
1956
SELLING FOOD PRODUCTS?
Your market is
299 MILLION DOLLARS
in Flint and the Saginaw Valley
Big names sell brand names on
WNEM-TV. They reach the Flint-
Saginaw market on its mosf s/g-
niftcant station.
Michigan's 2nd richest market
This hungry market buys a lot of soup and cereal. For
Michigan's Golden Valley has a lot to spend and
spends it . . .
• Total Spendable Income . $1,683,023,000
• Average City-Family Income $6,413.75
• Annual Retail Sales $1,365,757,000
Influence these dollars best on WNEM-TV— the only sta-
tion that completely covers all the sets . . . that gives
86.9% penetration of all the homes in Flint and the
Saginaw Valley. See PULSE and ARB surveys for proof.
Contact Headley-Reed or Michigan Spot Sales
WNEM-TV
STATION
serving Flint, Saginaw, Bay City, Midland
WPON — Pontioc, Michigan
Radio Siations
WABJ — Adrian, Michigan
79
....in good company
On September 16, WGTH-TV, Channel
18 in Hartford, became a CHS Owned
station . . . changed its tall-letters to
whct . . . immediately increased its
weekly operating hours... and began
a new era of television service for
viewers in the Hartford-New Britain
area, the nation's sixth market in per
family income.
As viewers in New York, Chicago,
Los Angeles and Milwaukee have
known for a long time, CBS owner-
ship means a great deal. Very soon,
viewers in Greater Hartford will be
seeing the difference. They'll see whct
become a pace-setter in community
affairs. And they'll see more and more
big-name CBS Television Network
shows... plus an expanding schedule
of local programming tailored for
local tastes and produced to the show-
manship standards which have made
CBS Television the most popular
entertainment medium in the nation.
HARTFORD
WHCT
For advertisers, CBS Owned whct
shapes up as a dynamic new sales force
in a market where family incomes
exceed $7,300 annually. Better check
CBS Television Spot Sales today for
details on the new whct, Hartford!
WHCT COVERAGE DATA:
television families (UHF) 275,029
retail sales $2,078,741,000
food sales $467,326,000
drug store sales $68,888,000
effective buying income $3,328,'.) 4-1, 000
(Sales Management Survey <<;' Buying Power, Man
1956; Television Magazine, August 1DS6)
o
29-^5' above sea level, 1640' above average
terrain, 1 282' above ground . . . towering over
all of Michigan.
TOP POWER 316,000 w
Operating with full power for maximum
picture-clear coverage of Michigan.
TOP PROGRAMS CBS ABC
<
u
I
Power-packed programming, combining the
best of CBS and ABC with top-rated syndi-
cated shows and live studio production.
TOP TV HOMES 381 894
48 of Michigan's 83 rich and ptoductive counties
are now served by the powerful Channel 13 pic-
ture . . . Michigan's TOP television buy. It's the
one perfect picture that's worth 10,000 words
in the 71 daily and weekly newspapers re-
quired to cover the same giant market area.
No other Michigan TV station offers so
much — for so little!
X
CBS
ABC
Natl Reps.
WEED TV
SPART0N BROADCASTING CO.
Cadillac, Mich.
NATIONAL TV SET COUNT
BY COUNTIES
Wisconsin (Continued)
STATE A COUNTY
TOTAL
HOUSEHOLDS
TV HOUSEHOLDS
PER CENT NUMBER
1 HIPPER \
12.(
57
6.830
( LARK
9.100
45
4.070
I OL1 Mill A
10.800
5.650
CRAWFOKD
5, i
15
2.230
DANE
53.100
67
35.580
DODGE
17. .1011
84
14.670
DOOR
S2
5.430
DOl GLAS
14.300
62
8.870
l.i \\
7,800
65
5.030
EAT CLAIRE
17.500
80
13.910
I I ORENCE
1.200
44
530
FOND M I. m
77
15.940
FOREST
14
1.060
Gil A NT
51
6.390
GR1 I N
7. miii
57
4.300
GREEN LAK1
4.700
17
2.190
low \
,„
11
2.500
IUli\
1.290
i \i KSON
1 !
2.700
III I1SII\
81
11.420
.11 NEA1
33
1.830
1. 1 Ml^|| \
25.
s:
22.140
KEWA1 Ml
-j
3.950
1 A i ROSS]
■a
13.040
LAFA1 ETTE
57
3.000
1. W'.I.ADE
53
3.240
LINI OLN
53
3.500
M VNITOWOI
20.700
v'.
17.550
MARATHON
-
13.400
MARIN] II 1
10,600
62
6.570
\i VRQ1 ETTE
2.700
47
1.260
MILWAUKEE
293.100
91
266.090
MONROE
53
4.650
OCONTO
7.400
Bl
5.990
ONI M. \
2.710
OUTAGAJII]
85
21.450
OZA1 M I
B8
6.700
PEPIN
oo
63
1.330
I'M R( 1
0 300
63
3.990
POLK
7.. TOO
82
CI 7(1
PORT \'.i
9.300
55
5.090
PRICE
.,,,.
12
1.990
RACINE
ss
31.940
IIH'III.AN'll
00
11
2.410
ROI K
31.200
67
20.940
in SB
42
1.950
- i CRODi
M
6.540
SAUK
12.100
...
7.240
SAW! 1 11
13
1.260
SHAWANO
63
6.080
SHEBOYGAN
•
21.540
TAYLOR
12
1.990
TREMPEA) 1 M
6.900
3.790
\ 1 RNON
15
3.470
\ [LAS
11
1.190
« M.Ucilt'l II
-
12.250
wasiiiu u\
18
1.570
\\ VSH1 N'GTON
1" !
•
9.650
w \l KESH \
-
25.310
WAUPAI \
10.7110
82
8.7.(0
\\ A I SIIAKA
WINNBB \i.n
WOOD
WYOMING
\ I 1 1 \ \ 1
BIG IICHIN
i Wll'lll I I
i \ inn in
CONV1 RSI
...
15.300
I. inn
2.000
22.450
8.170
23.750
1.760
590
150
1.320
340
CROOK
1
11
130
I ill MON1
HI
590
GOSHEN
22
780
HOT SI*R1 \*as
1,700
111
170
10HNSON
1 inn
16
230
i. mi win:
9.530
i i \. in \
2. 100
27
650
\ \ 1 llil\ \
20
2.590
\llllllt Ml \
1,200
22
260
M1K
23
1.300
PLATT1
22
490
SHI RIDAN
I.
1,010
- i in ETTE
nun
in
90
SY\ 1 II A VII. 11
:i
590
N
23
180
I' INT A
1 mm
27
440
u VSI1 \MI
16
330
\\ ESTON
11
210
1 IVSTNI PK
.HI
23
20
82
SI'ONXH!
(M TOBI K
1956
ANNOUNCING THE SECOND ANNUAL
ROBERT E. SHERWOOD AWARDS
FOR TELEVISION
programs dealing with freedom
and justice .is presented on commercial
television between Octobei 1, 1956
and May 31, 1957.
$20,000
— for a network drama
$20,000-r a network
documentary
1 i3 , fJxJ\J — for a production hv an
independent station in either the drama or the
document. in class
A scene from "Tragedy in a Temporary Reginald Rose and directed by Sidney
Town," which won #20,000 as the best Lumet, it was produced on the NBC
network drama last season. Written by Alcoa Hour In Herbert Brodkin.
NOMINATIONS
may be made by anyone.
Advance word is especially solicited.
WRITE OR PHONE:
The Robert E. Sherwood Television Awards
The Fund for the Republic
60 East 42nd Street, New York 17, N. V
MUrray Hill 2-1250
THE JURORS
Kermit Bloomgarden
Theatre Producer
Buell G. Gallagher
President, College of the City of
\ ew York
Robert M. Purcell
President, KEVE
Minneapolis. Minn.
Mrs. Eleanor Roosevelt
James J. Rorimer
Director, Metropolitan
Museum of Art
Gilbert Seldes
Author and Critic
Robert Taft, Jr.
Attorney
Taft, Stettinius & Hollister
Harrison Tweed
Attorney, Milbank,
Tweed, Hope & Hadley
Philip H. Willkie
President, Rushville, Ind..
National Bank
RULES:
1. All dramatic or documentary pro-
grams dealing with a topic related to
freedom and justice telecast on com-
mercial stations in the United States
and its territories between October 1,
1956 and May 31, 1957 are eligible for
consideration with the exception of
programs in which the Fund for the
Republic may be involved.
2. The producer, director and writer
of a winning program will share in
the award on a basis to be determined
by the jurors. The winning network or
station will receive a citation.
3. In the case of a tie, the award will
be divided equally between the win-
ning programs or program series.
4. Kinocopes or films of nominated
programs must be available if re-
quested by the jurors.
5. The decisions of the jury will be
final.
The Awards are given in memory ol
Robert E. Sherwood, until his death a
Director of the Fund for the Republic
and a valiant champion of American
liberties. The Fund for the Republic is
a non-profit corporation devoted to In-
creasing the public understanding of the
principles set down in the Constitution
and its Bill of Rights.
THE FUND FOR THE REPUBLIC
60 East 42nd Street, New York 17. N. Y.
PAUL G. HOFFMAN
Chairman of the Board
ROBERT M. HUTCHINS
President
SPONSOR
1 OCTOBER 1956
:;:;
Mon. thru Fri. 5:30
In the heart of
Mickey Mouse Club — <S2
45% Share in Springfield
47% Share in Decatur
All 5 Spots— $150
Wed. 7:30
33% Share in Springfield
55% Share in Decatur
tf
HOOK TWO IMPORTANT
MARKETS FOR THE
PRICE OF ONE
SPRINGFIELD, ILL
DECATUR, ILL.
WTVP
DECATUR, ILLINOIS
This is just a sampling — get more
"Good Spots to be in" from
The Boiling Company
see: Summer Selling Section, 1936
ISSUC: 5 March 193<>. from page 40
Subject: H„u \\|{/-T\ broke it- own Bummer
sales record*
WBZ-TV, Boston, launched its summer campaign to boost sales
in the fust week of June, with a poolside partj for s] sors, ad
staff and station talent. Simultaneously, it innovated a 13-week
sales contest and emplo\ee-idea competition- all of which produced
the besl summer sales-wise that the outlet had seen.
Whence promotions were tied together bj station symbol, "lice-
Zee," in form of a young man. Included in roster of promotion work
were the following: children's show, Big Brother Bob Emery cele-
brated star's 59th birthday with party for the Jimnn Fund (a
children's cancer research organization); Home originated from
Boston three times with local tie-in acti\il\: l!e\ Trailer, station
cowboy star treated youngsters to splash parties and swimming
liss,,,,. jn ;1 specially-built pool. WBZ-TV beat the heat for the most
successful summei i 1 1 i I - 1 1 i - 1 < . i \ . * * *
See:
Issue:
Ronzoni 'Macaroni tips sales
13 December 1934, page 44
subject! Ronzoni to use U.N. approach in its
television commercials
In Ronzoni Food Products campaign, which kicks off for fall
tomorrow, a unique two language treatment will be seen. Created
by Emil Mogul Advertising, technique will be as follows:
At opening, video presents Italian and American woman preparing
Ronzoni macaroni. Italian woman, in native tongue, leads off with
statement about product. American woman, Arlyne Gray, then
translates.
Following the attention-getter, the Italian is spoken in moderate
tones, while normal-level English message is put across by Miss Gray.
Three one-minute commercials in this vein were filmed for Ron-
zoni and Mogul by Film Creations, Inc., New ^ ork. • • •
^ee: \rv women going out of st^lo':'
Issue: 14 May 1936, page 41
MlDjCCt: Grey holies \ital part of advertising
agency
For those who sa\ that women are. have been or will be on the
way out of the industry, sponsor cites recent (lre\ \dvertising
quinquennial celebration as evidence to the contrary.
Of 22 employees feted for five or more years of service with the
New ^ ork shop, seven — almost one-third were women.
The ladies share a total of 55 years and lo months' experience
al (.rev. or 27' i ol the 206 years and four months racked up bj
group of 22 quinquennialists,
It is also interesting to note that of the .~>02 employees within the
Grey Advertising fold. 2i>!',. or 41%, are women. And 43 female
employees are executives. These 43 represent 9% of the 502 Grey
employees and 21'. of the 20!! women working at the agency. * * *
::i
M'ONsoi;
1 OCTOBER 1956
"^^"
"V- ~^»
SURE IT'S THE SAME PICTURE...
BUT IT'S THE SAME OLD STORY TOO!
he Pacific Northwest explodes with more interest and
ccitement in the hydroplane race held on Seattle's Lake
/ashington every summer than in any other single event. And
ie spectacle annually proves KING-TV's dominance
f the Seattle-Tacoma market.
More competitive than the race itself is the battle of the two
Revision channels covering the event to win the
udience ratings.
The only thing consistent about the finish of the
ig race among the world's fastest powerboats is that KING-TV
Iways clobbers the competition. The picture and story
re the same again this year.
According to ARB, KING-TV had more than two out
of every three viewers. The station "lapped" the opposition with
69 per cent of the audience tuned to Channel 5.
Month after month, year after year, KING-TV is
top-rated in the booming Pacific Northwest — morning, noon
and night. Check any rating. Channel 5's coverage
of the annual hydroplane race is just another example of
KING-TV's unrivaled local acceptance.
Average Telepulse rating for
duplicate coverage of Cold Cup
race, Seattle, August 5, 1956
Channel 5 (KING-TV) 43.15
Second Seattle Station 20.27
FIRST IN SEATTLE
KiNG-TV
Channel 5 'ABC 100,000 Watts
Ask vour BLAIR TV Man
Otto Brandt, Vice President and General Manager
LAUNDRY
SPONSOR: Shepherd Laundries VG1 Nl ^ : Ben \\ Ihead
l VPSULEi w: HISTORY: Since January, 1956, when
they began sponsoring Dr. Hudson's Secrel Journal with
the Coburn Supply Co., Shepherd Laundries has found
that the show lias increased business. Says W. S. Shep-
herd, v.p. of the firm: "On the tv screen we were able to
show how much clothing our storage bo* could hold and
this serine proved so popular that out storage mulls.
though quite commodious, were almost breaking at the
seams." A free map offer, too. drew over 2,000 requests.
KFDM-TV, Beaumont, fex.
PROGRAM: Dr. Hudson's
Secret J On nuil
CARS
SPONSOR: Lockhart-Collins Nash AGENl 1 : Direcl
' VPS1 LECAS1 HISTORY: To launch tins newly-estab-
lished \ash agency, company hosted Circle Tour Ramblers
this summer. After a six-ucc/. period, a tab showed 500
potential customers gained as direct result of the show.
During this time, firm sold 25 new \ash and Hudson
automobiles. 23 of which were traced to Ramblers. Shou
is a weekly western musical devoted to songs of the sage
• ■•milts and religious In mns. Cost is $725.
KBS1 H Big Spring, Tex.
PROGRAM: Participations
BANK
SPONSOR: Depositoi I rusl I o \U \< i : Dir.
' NIM M CAS1 HISTORY: In order to promote checking
accounts at its L8 offices throughout Maine, this banh
ed a four-month campaign on the station at cos/ oj
0. Shou nas the [5-minute 6:00 O'clock News,
hosted Honda) and Friday by Depositors Trust. Said
I/. S. Roberts. Jr. of the banh 'Many pa, pie requested
the mil type of checking account that they hud hen/ oj
ovei the television Station. \lutn limes you arm,,/ pin
point the results of advertising, but we feel we can."
\\W\W fV.Poland - ■ •■• M, PROGRAM: 6:00 O'Cloch Seu
MILK
M'ONSOR: Farmers Milk VG1 \. V: Pacific National
CAPSULE CASE HISTORY: Television brought a 20$
sales increase in a six-month period to Farmers Milk- oi
Portland, Ore. Using 40 announcements per month (10-
seconds each), a weather forecast station-break, this
dairy company, through Kill and its agency, realize'
20% increase in sales and a substantial distribution hike.
Increase was particularly gratifying in light of the fad
that this was usually a slow time for cold beverage sales.
KPTV, Portland, Ore.
PROGRAM : Announcement?
FOOD MIXES
SPONSOR: Gooch Milling Co. VGENCY: Direct
CAPS! IK CASE HISTORY : In a five-week period. Cooch
Milling Company received 308 requests for offerings de-
vised to boost sales of its flour, bread and pancake mixes.
as well as macaroni, noodles, etc. Offers included nylon
hose and cookers, and were made via Creative Cooking]
3:00-3:30 p.m., Monda\. li ednesday and Friday. In ad-
dition to increasing sales in the area, program placed
first among 22 stations in droning requests.
KOLN-TV, Lincoln. VI,
PROf.R \M: Participations
SHOES
SPONSOR: Hill Brothers Shoe Stores
\GF.NGY: Richard Lane
( \I'M | | ( w; HISTOR1 : To introduce and promote a
new method of shoe merchandising a local chain of self-
service shoe stores featuring tiro jmirs of children's shoes
for $5 — Hill Brothers bought a total of five experimental
announcements to run one day a week on hour-long. Man-
day-through-Friday Whiz/.o's Wonderland. During first
week, more than 1.000 customers had mentioned show,
Results: addition of four stores aJid increased schedule.
KMBI TV, Kansas City, Mo.
PROGRAM: Participation!
FARM MACHINERY
SPONSOR: Burk Implement I o \Gt \< ,t : Duct
i iPSULl l w HISTORY: This Cooperstown, Y. /;..
farm machinery firm scheduled a Saturday and Sunday
campaign of tno one-m iniile announcements on the sta-
tion. Commercials highlighted an offer to accept small
grain combines towards largei models, terms available
for financing. On the Mon,la\ following their airing,
announcements ,/icu ovei $9,000 worth of used grain
combines. Burk Implement is over .">."> miles from station.
KXJB-TV, \allrv l it} \ .11.
PK( )( .1\ \M : \iinniim ements
Move over, Harold. Make room, Harry.
— I've made a mistake too I
I'm the guy who wrote the copy for the WCCO
Television ad in the August 13 Broadcasting-Telecast-
ing, and the August £0 Sponsor. It contained a real
dandy error: Said WCCO Television averaged 97% more
viewers per quarter-hour, day and night, than any other
Minneapolis-St . Paul television station. Quoted NSI,
June, 1956, as the source.
That 97% was a mistake. It should be 47%. So
I'm setting the record straight, apologizing, and
shouldering the blame.
Actually, WCCO Television has 47% more viewers
per average quarter hour than the second station in the
Minneapolis-St. Paul market; 261% more than the third
station; 934% more than the fourth
Nielsen really says.
That ' s what
August was the month of mighty mistakes. Harry
Truman's. Harold Stassen's. And mine.
WW
WCCO Television
CBS Television for the Northwest
WCCO television
MINNEAPOLIS - ST. PAUL
Represented by Peters, Griffin & Woodward
SPONSOR • 1 OCTOBER 1956
87
Milt Asks.
o o
a forum on questions of current interest
to air advertisers and their agencies
How much of a I'ttvtor will television be in
€»!<*€•< ing our next president
Elmo Ropei
Partner
Elmo Roper & Associates, N.Y.
I\TELLH.E\T I'SE WILL AID
• I think no one can seriously doubt
that television will have a very con-
siderable influence in the forthcoming
Presidential campaign. It has already
been shown to have a very tremendous
impact in selling things and ideas — as
well as personalities.
I"i the first time people can see what
the candidates look like when they utter
their campaign appeals and what the
men who are making speeches for the
candidates look like.
This year, for many people, there
will be a special interest in watching
politics on the television screen. Even
if the Republicans and the Democrats
were agreed that tile President's health
was not a proper campaign issue, the
people themselves have already shown
l>\ public opinion mii\c\» that the\ re-
gard it a~ an i"iie. The President him-
self has made it so |,\ meticulously re-
porting "ii his health after his I w o
recent attacks. People will want to see
how In looks "ii television a^ the cam-
progresses.
I think both political parties would
be well advised to think verj carefully
before the) pre-empl time on all the
■ hannels. I e\e\ i-i< >n has become an
rtanl part ol oui household, and
some people will resent it if the\ can't
gel their quiz shows or murder mys-
teries "i baseball games or whatever.
To have a political program on all
networks is not to insure a "captive
audience: ' it ma\ insure an audience
in which one out of 10 or one out of
Id listeners, \vilh no really strong
political convictions, will decide to
vote for the party that irritated them
least on television.
In othei words, I think the intelli-
gent use of television will aid the politi-
cal parties this vear. hut care needs to
he taken not to deprive people of their
normal choice of television viewing.
These attitudes aren't likely to be
changed much by any form of cam-
paigning, including television.
Samuel Lubell*
\Q PART HA LAR EFFECT
• I don't think television will have
any particular effect in electing the
next President. Most people will he
voting in the main on economic issues,
on how they Feel about Eisenhower's
role in ending the Korean War and on
how the) feel about the t\w> parties.
*Kit. \,.l, During llir pfWf feu \.;ir\. Sanxurl
I iih, If lm. i .lulih.hiil tiim-ill *i> ii Irmlintl politi-
cal analytt In lite I .S. ffli technique lm* been
in fa in the voter* dlraclly to find mil whom they
mil In voting lm — and why. II. U the authoi
„f tuch worhi ... The Future ..i \ lean Pollllci
(1952), Id. Revolution In World I ■ ...I. <l>i:,i>.
Hi.- Revolt ol the Moderate! (1956), published
l,\ Harpet A Brother*, ti prmeent. In- U circuit*
imc throughout the country to determine ""« the
publtt iii-us the upcoming Prealdentlal election,
II hilr polling In I Inclnnatt, Lubell gave the fol-
lowing tlalemenl to SPONSOR.
r
v
John Elliott, Jr.
V.p., BRDO. S.Y.
Hill. I)ETER\II\E MARGn
• If by this question you mean how
much will television as a medium af-
fect the peoples choice. I would say
"relatively very little." A person's
political beliefs are built up over a
long period. Many things such as
heritage and environment and his own
present welfare influence them. Per-
sonally, I think the vast majority of
the public decides its vote before the
six-week period of intensive bombast
begins every fourth year.
If by this question \ou mean how
much will the candidates' different use
of television decide w Inch one will w in.
I don't believe that this will be a vital
factOl an) more than il was in IT>2.
If 1>\ this question \<>u mean how
much will television affect the margin
l>\ which the candidate will he elected,
then I think that television will have a
definite Influence. That margin is im-
portant beacuse ii will have an effect
mi congressional and local elections.
television i- the most important vehi-
cle for campaigning today, and every
elloil must be made lm effectiveness.
88
SPONSOR
I OCTOBER 1956
Lloyd G. Whitebrook
V.p., Director and Member of the
Executive Committee
Kastor, Farrell, Chesley & Clifford, N.Y.
YOl CAIX REACH l\l)EI'EMDEMTS
• This Presidential campaign offers
the young television medium an oppor-
tunity to leap through adolescence to
voting age, and I predict it will.
Furthermore, like any, virile young
huck come of age, it will use good
judgment at odd moments and commit
seemingly unpardonable excesses at
others.
This year, political parties will use
television at a rate of expenditure many
times the size of the largest advertisers
currently employing the medium. The
ability of the medium to present a can-
didate— no matter where he is located
physically — into the livingroom of the
average citizen is an awesome thing.
Normally, a candidate giving a speech
at a rally, meeting or such, is talking,
in effect, to himself. By that it is meant
that he is talking to partisans; all he
has to do is step up enthusiasm. But
(juite conversely, on television, he may
well be talking informally with an in-
dependent or someone belonging to the
opposing party.
There is no question that in the past
television has played an important role
in politics, but primarily this has been
on a state level. Many observers credit
the upset election victories of Governor
Meyner of New Jersey and Governor
Leader in Pennsylvania to their un-
usual use of television.
This year, the people are going
to have an opportunit\ to "dispassion-
ately" observe the political scene and
presumably come to a conclusion based
on the facts. It is in this area that I
feel that the medium of television will
be the deciding factor in determining
how a person judges the candidates
who are presented to him. * * *
on your dial
The right combination
to sell over . . .
channel
3 thousand New Families
Yearly
In OKLAHOMA'S
No. 1 Market
Where $481,893,432 was spent
at retail establishments last year!
When more than three thousand families each year
start "keeping up with the Joneses" in one of the
richest (per capita) markets in the nation . . . you
can be sure you will sell them . . . particularly
when you use their favorite combination — KVOO
RADIO and KVOO-TV . . . THE stations in THE
Oklahoma market.
Call Blair-TV or Petry-RADIO for specific details.
•Research Department,
Tulsa Chamber of Commerce
RADIO
Represented by
EDWARD PETRY CO.
[KMOffl
TELEVISION
Represented by
BLAIR TV
1170 KC • 50,000 Wa«» TULSA. OKLAHOMA Channel 2 • Maximum Power
SPONSOR
1 OCTOBER 1956
89
Memphis iii|ciici| caters strictly to radio advertisers
& Cop) maintains offices at 2114 Union
Ave., Memphis, where it serves an ac-
tive account list of 16 clients. Says
Taylor. 'The agency's acceptance has
been enthusiastic. Stations in the
southern market which we serve real-
ize thai we are selling not only specific
stations hut the entire medium of radio
in general."
Miss Gardner adds. ""Stations are
more merchandising-minded than ever
and they're hacking up their sales to
us with long-range merchandising pro-
grams for our clients. So, actually,
because they are using radio, our
clients are getting advertising via other
media — bus cards, billboards, direct
mail, backs of cabs — at little or no
extra cost." * * *
Time & Copy's Jan Gardner & Ruth Taylor
Two young ladies from Memphis.
Jan Gardner and Ruth Taylor, have
joined with Bailey Campbell, also of
Memphis, to form Time & Copy, an
agenc) devoted exclusively to radio
advertiser-.
Launched in May of this \ear. Time
WRCA Radio-TV aims to dist
Over 5,000 supermarkets in the New
York metropolitan area are currently
selling WRCA and WRCA-TV cook-
books at 29c a cop\ . Kach week, for
21 weeks, a different cookbook will be
advertised over the station-.
The entile roster of WRCA and
WRCA-TS stars are promoting the
campaign on the air and by making
personal appearances in the participa-
ting -lore-. Methods of preparing the
recipes will be demonstrated by Josie
McCarthy during the cooking segments
ribute 10.000.000 cookbooks
of the Tex and Jinx Show.
Goal of the stations is to move
10,000,000 cookbooks into kitchens in
the New York area, according to Max
E. Buck, director of advertising, mer-
chandising and promotion for \\l!(.\
and WRCA-TV.
Participating stores include A & P
Super Markets. Food Fair Super Mar-
kets, Grand Union Super Markets,
Acme Super Market- and Bohack Su-
per Market-.
• • •
Stack lor a tv demonstration
How can you demonstrate; parental
love, hunger, texture, insect repellant
or sei uritj in a tv commercial? Next
lir.'e before you start scratching your
head for the answers you mighl ln-i
thumb through Schwerin Research
• orp.'s newlj published Thesaurus of
I \ Demonsti atioi I )e\ ices.
The Schwerin Thesaurus lists over
LOO qualities and characteristics ol
irodui i- and people, along w ith exam-
ples of how the) have been demon-
approaeh? IVeic book has tips
strated on tv commercials shown in
England, Canada and the I nited Stale-.
Example: \dhesi\encss. the book
points out, was de nstrated with a
Band-Aid stuck to an egg dipped into
boiling water. The collection, in most
cases, cites more than one example of
how a particular qualit] has been dem-
on-haled.
The Thesaurus is intended to sug-
gesl new approaches and help avoid
trite one-. It'- available at SlO.OO a
opj
• • •
Hurricanes prompt \\ I H. to
publish Storm Procedure
Reversing the old bromide that no-
body seems to do anything about the
weather, WTAG, Worcester. Mass.. has
published a booklet for the use of its
news staff titled Storm Procedure.
Written by WTAG's coimnunitx ser-
vice director, Andy Fuller, the 17-page
book explains each staff member's
duties in the event of tornadoes, hurri-
canes, floods or blizzards. The book
was prompted by recent stormv vears
that have left their scars on the New
England area. In the beginning of the
book Fuller explains that the station
has settled into two main storm func-
tions. "1. \ place for the reception,
and then rebroadcast. of emergency
announcements. 2. A place where peo-
ple phone to get information." * * *
I his Presley in surprise
visit to WWOE, Veil* Orleans
Elvis Presley, Rock and Roll's man
of the hour — the controversial young
man with the rhythmic pelvis, the side-
burns, bushy mane and substantial
bank account, drove his Cadillac Eldo-
rado in a surprise visit to \\ NOE,
New Orleans. Said Presle\ "I'm not
engaged, I'm not married, and I have
no plans along these lines for the im-
mediate future."
He made the statement during an
unpaid personal appearance.
\\ NOE's R-and-R fans couldn't be-
lieve their ears. Disk jockey Jim
Stewart had promised his listeners a
telephone interview with a Biloxi, Mis-
sissippi girl, rumored to be engaged
to Preslev. Thirty minutes before the
scheduled interview, already recorded,
Elvis, himself, red sport coat, silk
shirt, shantung trousers and white
shoes, walked into the studio. With
him was the girl of the rumor-. Miss
Juanico, who, by the way. agreed with
I'resley: They weren't engaged though
the} had dated for about a year.
Between interviews, the friendly
rock-and-roll king fortified himself bj
eating nearly half a two-pound box
of chocolates, and licked a lump of
sugar.
Before be left the station, he took
time to sign autographs in answer to
a telephoned request from the young-
sters in the polio ward at New Oilcan-'
I li.n il\ Hospital.
Some other frank I'resley observa-
90
sl-ONSOH
I <>< i'omi i; I ').">(>
tioiis: "Regardless ol who you are
or what you do, there are going to be
people who don't like you. Jesus
Christ was a perfect man and the)
crucified him."
". . . . Those people using the same
st\le as 1 am .... I don't blame them.
I'd probabb jump on the bandwagon,
too."
"As long as it i Rock and Roll i lasts,
as long as it sells, as long as people
want it. I'll continue. If it dies out,
I'll try to do something else. And. if
that doesn't work. I'll just say I had
my day." * * *
BrU'Sly . . .
WILY, Pittsburgh, is no longer keep-
ing its opinions to itself according to
Ernie Tannen. v. p. & general manager
who will henceforth "speak out on gen-
eral issues, just as the newspapers do.
Editorial copy will be produced joint-
ly h\ Tannen, WILY news editor Russ
Russell and other members of the
\\ ll.Y program staff.
\\ ILK-TV. Wilkes-Rarre. claims to
be the first station in the world t < >
break the million-watt barrier with
1.500,000 watts effective radiated pow-
er. .. . WBAP-TV, Fort Worth-Dallas.
goes into its ninth year the first week
in October .... WJAG, Norfolk. Ne-
braska, continued a worthy public ser-
vice and attracted considerable atten-
tion with its sixth annual State Fair
Caravan. Station transported 10 bus-
loads of listeners for a 250-mile round-
trip to help ease traffic. Buses and
riders bore bright WJAG identifica-
tion.
Ford Doctor a film commercial 1>\
Storyboard, Inc. New York, for the
Southern California Ford Dealers As-
sociation won first prize at the 3rd
International Advertising Film Festi-
val held in Cannes, France. . . .
Week of 7 October will see com-
mencement of the 19th annual con-
trition of the Western Region of the
4 A's to be held in Los \ngeles. . . .
A new booklet called How to Use
Television has been published by
NARTB for the benefit of viewers.
Written by educator and psychologist
Dr. Robert M. Goldenson. the 1 k
attempts to show how television can
stimulate a family's interests and lead
them in new directions.
{Please turn to page I 1!'. i
* * * *
Detroit Votes
for
UJUUTV
All three of Detroit's network-affiliated stations carried
the National Political Conventions. And — WWJ-TV was
clearly the People's Choice.
13.5% more people watched WWJ-TV than watched
Convention Station B.
33.3% more people watched WWJ-TV than watched
Convention Station C
This preference for Michigan's First Television Station
was no accident. The combination of WWJ-TV's reputa-
tion for thoroughness and believability and NBC-TV's
splendid coverage was unbeatable.
*Convention Survey
by Market-Opinion
Research Co.
ASSOCIATE AM-FM STATION WWJ
Fint in Michigan • owned & operated by The Defrort Newj
Notional Representatives Peters, Griffin, Woodword, Inc.
SPONSOR
1 OCTOBER 1956
91
Saga of the
Successful
SAUSAGE
Not long ago GABEL'S
RANCH HOUSE, processor of
meat products, selected KTVX
as the medium to introduce
a new product. Here's what
Mr. Gabel says: "We have
done considerable advertising
through various means and
have been given good results,
but all of the times that we
have advertised, this (program
on KTVX) takes the 'spot-
light'. We were introducing
a new product, and results are
still coming in."*
EDITOR'S NOTE: When
regional advertisers in East-
ern Oklahoma want to reach
Oklahoma's biggest market
they KNOW they'll get results
on KTVX.
You, too, can reach more
potential buyers, at less cost
on the truly regional TV
station . . . KTVX.
♦Letter on file in our office.
Ask Your
AVERY-KKODEL Representative
MIKE SHAPIRO
Managing Director
L. A. <Bud> BLUST
Manager
Continued
from
puge 10
92
in with a few scraps of paper and a wild look in his eye. He
describes a show he has for sale. This epic includes Alvis
Crossley, a 32-piece band, a damsel-type singer, a script
writer who once met Jimmy Durante, and Trumbull Evan,
the well known director-producer whose last efforts at Skow-
hegan met with thunderous acclaim. The networks 'want this
show bad,' he maintains fervently, if ungrammatically.
"You get excited. You get your client excited. You agree
it's for you. At this point two legitimate businesses (the client"-
and ours) get to work. Prepare a contract! bulletin the
sales force! Pull in the brand men for budget allocation-!
Contact the trade! Ah! Then the roof fall- in!
"The agent, it turns out, only thought he had Alvis . . .
or hoped he could get him to agree if an offer were made.
Negotiations must begin now; the price therefore doubles.
The 32-piece band shrinks to 16 sans singer. The writer is
on a three-month binge and Trumbull Evan lias gone to
Oberammergau.
"So you do your best to come up with a similar vehicle,
network produced and of course your lawyers and theirs have
so many bones of contention that neither time nor show con-
tract is signed until the program has run its course — a full
52 weeks hence!
"You call this a business!", snorted "Bull" Head.
"Nos.-ir," said the copy writers in unison.
Have i/o ii read these r«»r<»ii* Foreman columns?
What politicians can learn from ballplayers .. ...17 Sep. 1956
The sponsor's lot is not a happ) one __3 Sep. 1956
Window on disaster: t\ and the Andrea Doria 20 Aug. 1956
Competitive situations plague tv slottings 6 Aug. I '>■"><>
lljalmar Pickerel rides again — roughshod 23 July 195b
Capitalizing on cop\ via discipline 9 July 1()5(>
Hal March over Prince Valiant In TvKO ... 25 June 1956
What's hot for movies ma\ not (it t\ 1 I June 1956
A bleak look at the "ha-ha sell" 28 May 1956
The agency tv man: biograph) of a target . 14 May 1956
Green is mj pasture: views on job-hopping 30 ipr. 1956
Don't judge a commercial b) recall alone hi Ipr. !').>(>
Audience composition non-Nielsen style 2 Apr. V)m>
Ratings have limitation-. I>ui ... L9 Mar. L956
Ideal adman is in agency, not bestseller 5 I/or. L956
\\ ill lawyers be admen of the future? .20 Feb. 1956
\dmcn walk to bank through vale of tears 6 Feb. 1956
High i\ ratings can l>c a worry, too 23 Jan. 1956
[s the half-hour television show passe 9 Jan. L956
-I'liNsni; • 1 October 1956
high
WTIX continues to increase its audience
. . . still in first place all day long, by a hig margin in
New Orleans, a city with 11 radio stations.
With each passing day WTI \ upward growth goes on. 22.7%
of the average morning audience dials WTIX.
Of J - < > weekly quarter hours, 170 (a new high) belong to
WTIX, which also has 40 '2nd place quarters, 10 thirds . . . and uol a
single one lower!* WTIX is the only New Orleans radio station slum
ing consistent share gains. This continuing trend in listening is
accompanied by a growing trend in time-buying as mure and
more advertisers discover the pulling power of The Slur: Stations'
news, music, and ideas. Every moment's a good moment on WTIX.
Spend a moment with Adam Young, or WTIX General Manager,
Fred Berthelson.
*Sooper Continuum Measurement of Broadcast i
April-June, 1956.
"The Storz Stations"
ifctfrfM)
k/flx
President :Todd Storz
New Orleans 16, La.
WDCY WHB
WQAM
KOWH WTIX
Minneapolis-St. Paul Kansas City
Miami
Omaha New Orleans
Represented by John Blair & Co.
Represented by Adam Young, Inc.
Just 72 minutes... from there to here.
€1
r«
ews while it's news means split-
:ond schedules, schedules you
eet. A dignitary arrives at
art far from the heart of
.... with minutes to go until
ime. You're always in a hurry,
nyway— it's easy . . . inexpen-
ve, too . . . provided you work out
our schedules and . . . USE
ASTMAN TRI-X FILM.
For complete information— what
Im to use, latest processing tech-
ics— write to:
Motion Picture Film Department
ASTMAN KODAK COMPANY
Rochester 4, N. Y.
East Coast Division
2 Madison Ave., New York U, N. Y.
Midwest Division
' rth Wabash Ave., Chicago 2, III.
Wost Coast Division
706 Santa Monica Blvd.,
Hollywood 38, Calif.
r W. J. GERMAN, Inc.
nts for the sale and distribution of
Iastman Professional Motion Picture Film,
art Lee, N. J.; Chicago, III.; Hollywood, Calif.
.es, it's
L TRI-X! Shot at 5:20 PM, La Guardia
k. Airport . . . rushed to New York
K . . . processed (twice as fast
^ as Super XX Reversal
Film) ... on the air by
6.32 PM.
»to nil toils
Tiro weeks from today, L02 t\ sta-
tions will join to form the NTA Film
Network, fourth television web in the
I ,S. Included will lie stations owned
bj the New York Daily News, Chicago
Tribune. Los lurries limes. (Towell-
Collier Publishing Co., Meredith Pub-
lishing Co., Tafl lamiK interests and
■ ther multi-media organizations.
Among the major markets t<> he cov-
ered hv NTA Film Network are the
following: Baltimore. Columbus, Dal-
las-Ft. Worth: Denver, Detroit. Hous-
ton. Indianapolis and Kansas ('itv.
Celluloid programing will he augment-
ed by live (overage of sports features
and other special e\ nils.
Eli Landau, president of the parent
organization, National Telefilm Asso-
ciates, reports that the film polic) of
the non-interconnected group will fea-
ture guaranteed time clearances for
advertisers. Thus far. the network
( laims to he the onlj one to offer half-
hour, hour and 90-minute film pro-
graining with guaranteed time clear-
ances in advance. Present plans call
Im 1(1 half-hour programs per week Im
affiliates in 1957-8. Initial net tele-
casting will he an hour-and-a-half.
Number of major producers and dis-
tributors of tv film increased hv 5%
Mom spring 1 ').">.') to fall. Information
is advanced in Broadcast Information
Bin eau's I- all-W inter I dili I h
Who's Who and What's Where. Bu-
reau Usts !!!! majors at present, where-
as there were 84 at its last tab. Those
producing film for tv in a limited
fashion number 393. There were 365
i;l these listed in the previous edition.
Screencraft's Judge Raj Bean and
Mickey Rooney Show now share a to-
tal ol 75 sales between them. Total
v.a- reccnllv racked up hv three sales
apiece in live markets. Judge, with
over (id mar! ets, has added I >em ei .
Salinas. Shreveporl to ii- coverage list.
Rooney. on the market less than two
months, claims Denver. Santa Barbara,
San Francisco as mosl recent areas.
For uolf enthusiasts, a nine-hole
playoff match each week is the promise
of Theatrical Enterprises, which re-
centlv began production on a series of
half -hour films featuring playoff
matches between top golfers. Series
was created hv Golf With The Champ-
ions, Inc. and will he produced via
Greenspan - Hammerstein Productions,
Inc. Latter outfit was behind Crciitcsl
Moments in Spoils album for Colum-
bia Records in conjunction with Gil-
lette Father's Daj sale- drive.
We sense a certain I nited Nations
flavor entering into the Ronzoni I I
Products commercials which debut for
company's fall campaign tomorrow.
Novel bi-lingual treatment was orig-
inated h\ Emil Mogul \gencv and
executed in film form hv Film (Tea-
lions. Inc. For detail- on the drive,
see P.S.. page 84.
Albert fiomt:ii. president of \lhert
Gornini Studios, stales: "About 20
vears ago in the still photograph) field.
evervone was filming everything. Dur-
ing the war. a group ol specialists
emerged. Telev ision film, I believe, al-
though still in the unspecialized stages,
is fast approaching the age ol speciali-
zation." With this in mind. Gommi
Studios, still photographers of food
products, launched its subsidiary,
Gommi-Tv on 22 August 1()">(>. In the
35 mm field. Gommi also concentrates
on the culinary. To date, firm has
completed commercials for Borden s
through Benton \ Bowles and for
Swan- Down Cake Mixes I General
Foods) via doling \ Rubicam. I p-
coming i- work for National Associa-
tion of Margarine Manufacturers
through Amberson Associates.
Animation, Inc. reports it's no long-
« i necessar) to reshoot black-and-
white subjects for color commer-
cials. Instead, color conversion- can
he made direct!) from the original
negatives for less than one per cent of
i osl of original films. * * *
95
RADIO
no matter
when
people are
listening!
Politz finds...*
. . . that it is necessary to
discard the old image of
RADIO as people massed
alongside their sets. A SUB-
STANTIAL amount of listen-
ing goes on virtually ALL THE
TIME in each of a variety of
places outside the home as
well as in it.
In Southern New England —
where family retail sales are
9% above U. S. average —
34.1% of all adult listeners
are listening before 7 A. M.
And almost EIGHT TIMES as
many are listening to WTIC
as to any other station serving
the area.
* Alfred Politz Research, Inc.
For complete information on this
rich Southern New Engl and
Market . . .
call CHRISTAL
or write directly to
'"'.. i&o*
HARTFORD
CONNECTICUT
Continued
from
page 22
I S \. whic-li is the name for the C&C Television Corporation
paekage of RKO feature films, not only urged station owners
and managers to make deals on a barter basis for his RKO
product, but said:
"... I heartily recommend that you acquire these (. . . all
major product available) pictures for your station 1>\ con-
tacting Ralph Colin of Screen Gems for Columbia features,
Bud Barry of MGM for their fabulous library of features,
Eliot Hyman of Associated for the wonderful Warner library,
Ely Landau of NTA for 52 Fox Pictures, and Erwin Ezze> of
C&C Television Corporation for the RKO library. . . ."
I have yet to see NBC push CBS and ABC programs, or
Ziv tout the product of MCA-TV or Walter Schwimmer. But
with the feature film fellows things are different. The afore-
mentioned Mr. Fox's deal on the RKO pictures is well known.
Stations swap spot time to be used by International Latex over
a five-year period for all or part of the RKO library, which
they can use for 10 years.
In some 40 smaller markets, stations get 800 items in the
National Telefilm Associates library (heart of which is 52
20th Century Fox films like "Lifeboat." "How Green Was M\
Valley," and "The Ox-Bow Incident," for two hours of the
station's time. In making a deal with the Westinghouse sta-
tions. Eliot Hyman of Associated delivered American Char-
acter Doll Co. and Remco Electronics Toys (both through
Webb Associates of New York) as sponsors of the Popeye
cartoon portion of the package.
It is simply impossible for any single observer to keep ii|>
with the thousand and one variations, the incredibly imagina-
tive and complex deals stations are currently making for
feature film product. As suggested above, however, these
deals foreshadow similar trading on the part of advertisers
and agencies in the sponsorship of programs built around this
feature film product.
How urgently should sponsors rush into the situation? \\ ell,
that's hard to say. The avalanche of advertising on the part
of the feature film distributors described in these previous
lines indicates that all stops are being pulled out to sell the
maximum number of stations, the greatest possible number of
major feature film libraries in the -hottest space of time. So
I guess it behooves agencies and their clients to start exploring
now.
But on the Other hand the tun is just beginning. All that
line product now available out ol all those great studios,
estimated to have cost about $200,000,000,000 to produce,
is, of course, pre- 1948 film. I am predicting right now that
before this year is out some po.s7-1918 product will hit the t\
market (union problems notwithstanding), and then . . . .
uoweee!! Aren't \ou kind ol glad you don't own a neighbor-
hood mo\ ic theater? * * *
96
Sl'O.NSOlt
1 OCTOBER 1956
.Iili ertisement
Community Communications Center!
By John Popper and Bert Ferguson
Have you ever thought of a radio
station as a communications center,
around which revolve all social, re-
ligious, economical, welfare, and civic
activities of an entire community?
Well, WDIA is that center, from which
emanates the centrifugal force that
motivates many of the functions in
these organizations and mobilizes 43%
of the population of the Memphis area
— which is Negro!
WDIA operates exclusively for the
Negroes in the Memphis area, who
comprise the largest single segment of
colored population in America. WDIA
regulates its complete round-the-clock
schedule to the interests of the Negro
community — and has a reputation for
civic betterment in inter-racial rela-
tionship.
Built On Service
The establishment of WDIA as a
communications center was possible
through one, and only one, funda-
mental— service! WDIA serves Mem-
phis Negroes individually and en
masse. Stars and staffs of, "Glorj
Train.'" "Hallelujah Jubilee," "Gospel
Clock. ": and all denominational pro-
grams, announce choir practice, raise
building funds for new structures, and
aggregate large audiences for church
socials. In affairs of a strictly social
nature, WDIA uses its women's pro-
grams and news shows to publicize
parties, club meetings, and receptions.
Through this channel, WDIA main-
tains excellent public relations with
Negro home-makers, who are the con-
sumer-buyers of a high percentage of
all groceries, druus. and -oft goods
sold in Memphis.
In addition. WDIA strengthens sta-
tion-communih relations by fostering
all important promotions and charity
events, from sororitv dances to chitter-
ling suppers. Consequenth . these as-
sociations contribute handsomer) to
benevolent causes and civic projects,
which, frequently, combine, as in the
foundation of a school-transportation
system for Crippled Negro Children.
They, also, co-operate with Citj Wel-
fare Agencies . . . and support, with
fantastic attendance, WDIA Benefits.
Humor To Pathos
Most Negroes are simple, direct, and
personal in their reactions. That's
uh\ the\ turn to WDIA as the answer
to their individual problems. Hun-
dreds of Negroes call weekly, to enlist
the aid of WDIA in the solution of
these misfortunes, which vacillate be-
tween humor and pathos. WDIA cen-
tralizes these cases in a department.
under the direction of Marie W allien,
who received the 1952 Citizens Com-
mittee Award for her contribution to
Inter-Racial Goodwill — the Memphis
Urban League Certificate of Merit, in
1950, for outstanding service in pro-
moting racial understand ing and the
1950 Commercial Appeal Plaque for
distinguished service to the community
in the field of Journalism.
Mrs. Wathen interviews and inter-
rogates callers, then processes the re-
quests. She routes hundreds to the
Lost-And-Found Department, where
WDIA announcers solicit, over the air.
the return of articles, ranging from
billfolds and false teeth to red mules
and blue tick hounds! . . . yes, and
children, too! There was the three
year old boy, who wandered from his
home on Beale — to be located In
WDIA listeners. And the fifteen year
old girl, who ran away from Manassas
High School — only to receive a firm
lecture from a WDIA Star, along with
a plea to rejoin her family. This per-
sonalized service may extend to con-
tacting relatives for a funeral — and.
thereby, reuniting main families, who
have been separated for years, due to
their inherent reluctance to read and
write. Or to securing blood donors to
save a life. Whatever the need, indi-
vidual or collective. WDI \ meet- it!
Economic Force
You can understand win Memphis
area Negroes respond to WDIA with
overwhelming acceptance — win the)
consider W 1)1 \ their own station
whv they, annually, buj a quarter <>f a
billion dollars worth of products,
recommended bv WDIA -tars. These
include:
Pet »ii//. . . Golden Peacock
Crt'tuv . . Blur I'hitt- f <mm/\ . .
Sal ff<-|Mii i< »i . . < "li|nic Itvntal
( rnim . . Falger Coffee.
If \ou are a manufacturer, wholesaler,
or retailer of grocer) products, con-
sider these figures. The Negroes of
Memphis purchase <>\ ei 6 1' - of all
flour -<>ld in Meiii|ilii- (>',',' , of all the
canned milk more than half the mav -
onnaise -and various other items.
which run up as high as 80%. If you
are a drug dealer, study these rates.
Memphis Negroes buy more than 58%
of all laxatives sold — almost 56% of
the deodorants — half of the chest rubs
and about the same amount of tooth-
paste, to name a few of the high per-
centage sellers. WDIA is responsible.
in no small measure, for these high
sales records.
In moving South, industry has
placed on the payroll Memphis' heavi-
ly-concentrated Negro population, at a
composite salary, exceeding 250 Mil-
lion dollars. That means Memphis Ne-
groes have the highest, per capita in-
come, relative to white, of any Negroes
in the nation. They earn it — they
spend it — in Memphis! The tempera-
ment and the background of most of
those Negroes give them a willingness
to enjoy the present to the utmost, for
the future is uncertain. Therefore, it
is their nature to spend, in order to
enjoy. Now, added to that tendency,
there is a fierce racial pride and ambi-
tion to elevate their standard of living
to equal their earning power. They
turn to WDIA for advice on how to
spend and what to buy. Stars on
WDIA. who are their idols and their
leaders, directly influence the sales of
the major portion of a quarter-billion
dollar- worth of merchandise, yearly.
Memphis has the market! WDIA is
the medium! If vou want buying ac-
tion, you want WDIA! With its 50,-
000 watt coverage, its popular Stars,
il- ramifications as a community com-
munications center, WDIA can sell
your brand of products in a fabulous
volume to this specialized market. Drop
a note, on your letterhead, for the
specific information, dealing with vour
line. Mention, also, that vou would
like a hound copy of, ''The Storv Of
W Dl \."
W Dl \ is represented nationally by
John E. Pearson Compan) .
f / JOHS I'EPPER, President
]OHS~PEPPE~
T FERCl
BERT FERGUSON, General Manager
HAROLD WALKER, Commercial Manager
I. !%ew stations on air*
CITY i STATE
CALL
LETTERS
CHANNEL
NO
ON-AIR
DATE
ERP (kwC
V I.U.I
Antenna
(ft)*"
NET
AFFILIATION
STNS.
ON AIR
SETS IN
MARKET)
1 000 1
PERMITEE. MANAGER. REP
ELMIRA, N. Y.
WSYE-TV
18
10 Sept.
15.1
700
WTVE
WSYR-TV
35
Central NY Bcstg. Corp
ff. Sew construction permits*
OITY 4 STATE
CALL
LETTERS
CHANNEL
NO.
OATE OF GRANT
EKP («»)"
Visual
Antenna STATIONS
(«)••• ON AIR
SETS IN
MARKET!
lOOfl)
PERMITEE. MANAGER
ATHENS, GA.
COOS BAY, ORE.
ROANOKE, IND.
KOOS
8 8 Sept. 316 1219
16 29 Aug. 20.5
21 5 Sept. 251 760
Iff. JYetv applications
Regents ot the University System '
Georgia for the University of Georgia
Sarkes Tarzian.
OITY 4 STATE
CHANNEL
NO.
DATE
FILED
ERP (kw)-
Vl.ual
Antenna
(ft)"'
ESTIMATED
COST
ESTIMATED
1ST YEAR
OP EXPENSE
TV STATIONS
IN MARKET
APPLICANT. AM AFFILIATI
AMARILLO, TEX.
DETROIT, MICH.
7
15 Sept.
46
806
$167,500
$388,030
KFDA-TV
KGNC-TV
62
15 Sept.
252.68
408
$871,539
$264,000
WJBK-TV
WTVS
WWJ-TV
WXYZ-TV
CKLW-TV
WBID-TV
Southwest States Inc.
Pla/a Radio A. Tv Co.
BOX SCORE
U. S. stations on air
Markets covered
187
:to:t
•Both new e.p.'s and stations going on the air listed here are those vrhlrn occurred be»»»
8 September and 15 September or on which Information could be obtained in that period. v
are cuii5tuereu to De on tne air wnen commercial operation starts. "Effective :au».u-o l» --
Aural power usually Is one-half tne visuai power. ***Antenr.a Height aDove average terrain u
aoove ground!, tlnformatlon on the numoe: of sets in martlets wnere not designated .» neir
from NBC Researcn. consists of estimates from tne stations or reps and must De oeemeo aPI i
mate. SData from NBC Researcn and Planning NFA : No figure, available at p'ei.nti
on sets in market. ^Community would supper: proposed iovrer-power station at least tntee »e»
cr until sucn time as it Becomes self-sustaining -Presently off air, bu; still renin, i
<Non commercial. 'Above ground.
Brews a winner
Blatz Beer, number one seller in beer-wise
Milwaukee, finds televised sports shows on WXIX
I • p alei hopping in this important market.
Toasting wxix's ability to draw customers, E. S.
Jaqu< Advertising Manager, says: "There
qui tion in oui mind thai the power and
frequency oi ui television advertising on wxix
has been important in helping Blatz hold a
trong grip on first place, a the large I elling
ikee." To add yea t to tow ales,
adverti • OH rVXIX...a premium buy at low cost.
J. I
CBS "« tied • < hat i el is • Milwauleet
:.'■ ■ byCl I i • oil Spot Salt la
98
M'<>\MIU
I o( i "in u L956
■
-
•
ustrial south
tops in
Power, Ratings, Audience
RG Patterson, pres. Harry Stone, mgr. Geo. Moore, sales manager
H-R Television Inc. nat i.rep.
100,000 WATTS
NBC & ABC
= STUDIOS 1214 McCALLIE AVE., CHATTANOOGA TENN
c|h att anooga
SPONSOR • ] OCTOBKK 1956
99
MARKETING SERVICES
(Continued from page 35)
automobile firm executive told SPONSOR
that top agency men were in on re-
modeling and retooling plans, based on
sume aui'tn\ research. "But funda-
mentally, that kind of a decision is
made on a top level here and based on
industry studies made by hired con-
sultants and finally based on our own
financial position," he said.
Is the agency the prime mover in
such a decision, a contributing factor,
or just the small weight that can throw
the decision one way or the other? The
costlier the product improvement or
change, the more factors will go into
the final decision, of course. But it is
safe to say that few clients today would
put a new product into production or
change the old one, without consulting
their agency marketing experts.
Distribution: For some types of
products, distribution has taken on
such fixed patterns, that the agencies
play a minor role indeed. The ad
managers of two gasoline companies
active in t\ and radio advertising total-
ly discounted the agencies' function in
this area.
"Our agencies occasionally study our
distribution patterns," said the ad
manager of one gasoline giant. "But
they don't attempt to recommend that
we go into more stations in a particular
area, for example. They use this dis-
tribution information to guide their
advertising strategy for us."
But both gasoline executives agreed
that the agency marketing research
facilities were valuable in areas the
client himself could not cover, such as
quizzing motorists, which a station at-
tendant, for example, can't do.
Said the advertising v. p. of a large
cosmetics firm, with most of its bud-
get in spot tv: "I've never gotten one
valid distribution suggestion out of an
agency. But I like to see their various
services at work. It shows you that
agency's thinking about your product."
When distribution recommendations
are considered from a broader point of
view, however, more clients use agency
suggestions. For example in such mat-
ters as educating dealers to push the
product efficiently. There have been
instances, drug client admen say, when
an agencj study and recommendation
moved a drug product into supermar-
kets, w here it might previously have
had drug store distribution only.
"Of course there's another area of
'distribution' where the agency has
been verj valuable to us," says the ad-
vertising director of a major package
food company. "When we came out
with a new product line, the agency
selected certain matched test stores in
a limited market to see in what product
group and what shelf position the prod-
uct would sell best."
Getting the best shelf space in the
most important outlets, drug and food
advertisers feel, is an area where the
agency is vitally important. "The
wrong emphasis in your distribution
can throw your advertising campaign
off."' said the marketing director of a
food giant. "Now, most of us have
multi-million network tv shows behind
our products. If the agencv isn't
equipped to understand components
beyond creating and placing commer-
cials that will sell, an agency might
suggest dropping a program which
didn't seem to sell for us, when another
factor was actually at fault."
San Joaquin Valley TV Families . . .
cLuuveJ(J/47
"^
Station Viewed Most Before 6 p.m.
• • *
Station Viewed Most After 6 p.m.
DO WHAT comes
NATURALLY
Tune to UHFTV Stations!
of the Homes in this,
the Worlds Richest Farm
Market can receive...
JEO TV cLu^t 47
4600 ft. above sea level
175,000 TV Homes
ARB Area Report
Released in February
O'NEILL BROADCASTING COMPANY
P.O. Box 1 708. Represented Nationally by the Branham Co. Fresno, Calif.
LOO
-.I'ONMIIi
I (HI H I'1")''
Pricing: Here again agencj partici-
pation depends upon the product. Be-
fore Revlon launched its new lipstirk
case and built an entire series of cost!)
tv commercials around it, it asked the
agenc) to research the effects of a high
regular price polic) .
"For this Futurama price change, we
had account men. merchandising and
marketing people from the agenc) out
among the trade to find out whether
the lipstick would be easj to sell," says
George Abrams, Ke\ Ion advertising di-
rector. ''They came up with estimates
of the expected sales increases resulting
from the move, the competitive picture,
public acceptance. Then, yesterday
(mid-September) the agency gave the
report in our copy session and the
BBDO copy department will also guide
its copy theme according to the find-
ings of the research."
Summing up, the higher priced the
product, the less likely the client is to
want agency advice on price. The big-
ger the item, the more complicated the
factors determining its pricing and
generally price reflects manufacturing
problems the agency caift alter or
affect.
On the other hand, when he has a
product that's traditionally subject to
price promotions. ( particularly drug
items, though some package foods as
well), the client welcomes agency re-
search in the pricing field before he
determines price and puts a costly tv,
radio or print campaign behind it.
"A couple of years ago we knew that
Hinds needed a new promotion," says
Lehn & Fink ad manager. Kmanuel
Goren. "The agency marketing direc-
tors, sales promotion men and account
executive worked with our own prod-
uct manager on the idea of adding a
dispenser to the package. We then
wanted to know whether we should
put the dispenser on the 49<f bottle and
charge 100 for it, or make it a 98tf
package of two 19tf bottles plus a free
dispenser."
McCann-Krickson was the agency
that handled this research. From a
list of stores provided by the client,
McCann made up comparable, matched
groups and put packages of the first
type in half, of the second price in the
other half.
In the case of a P&G, Bristol-Myers,
Lever Bros, and Colgate, the client has
ample resources for making such trade
or store tests himself to determine op-
timum price. Yet giant firms like these
After more than jix yean of telecast-
ing experience and almost two years
of competition against two maximum
power stations — KOTV Channel 6, is
unquestionably Eastern Oklahoma's
First and COMPLETELY DOMINANT
TV stationl I I
Represented by
Edward Retry & Co., Inc.
t ton • '-■<«&c • »ti»-t* • MtftO" • iwt mi . % i. i0u*%
TULSA
SPONSOR
1 OCTOBKR 1956
101
have their own market research people
■work with counterparts in the agency.
' \_.[i( \ counsel is verj helpful in
that it provides an outside point of
view," says Bristol-M>ers advertising
director Don Frost. (Last spring he
initiated a study to evaluate agenc)
remuneration in balance with services.)
"Since tliese services arc available, the
sophisticated client uses them to the
hilt. We've found that the agencies d<»
a fine job in such marketing research
projects."
\nd. of course, the large budget ad-
xerti-ci doesn't generallx pax a fee for
such jobs. If it's a major research
project, he may pay part of the ex-
penses, but generally the agenc\ al>-
sorbs a good chunk of the cost.
Packaging: Since the advent of tv,
it has become increasingly predictable
that agencies would play a major role
in package counsel and design. The
advertising director of a major tobac-
co firm sums up the reactions of an
overwhelming majority of clients in all
fields who use the air media:
"Even if a specialist outside the
agency field designed the most mag-
It's hard to keep secrets at home.
And were proud that more local
advertisers spend more money on
WREN than any other station
Firms like Kansas Power and
Light (17 years I, Scott Motors.
Ed Marlings, Capitol Federal Sav-
ings, Butterkrust Bread and
Scotch Cleaners haven't missed
steady programming in over five
years. WREN dominates Topeka
.... offers you a husky bonus
area in rich Eastern Kansas. See
your John E. Pearson man for the
facts.
GET ALL THE FACTS FROM
YOUR JOHN E. PEARSON MAN
nificent package for our product, wed
still rely on the agency for the final
word. After all. what good's a slick
package, if it doesn't come across on
tv?"
In the tobacco industry alone, a
number of new packages are obvious
results of agenc) t\ -testing, such as
Marlboro and Salem, for instance. In
fact, both of those packages were tested
for color tv by the agencx .
But virtually in every product area,
clients do rely on agency packaging
counsel. Even where gasolines are con-
cerned, the agencies pla) a major role
in helping redesign the standards and
can labels. In those instances, too, how
the label and standards will televise are
a major consideration.
However, while clients generallx like
agency packaging testing, they often
prefer hiring package designers to
work out the package originally.
"The main reason we feel that wax
is the fact that production (creation of
art for displa) material and package
design) is one major area where agen-
cies overcharge."' saxs a drug firm
executive. "Tin* oxercharge steins from
the fact that the agencx assigns such a
job to a high-priced print lax -out artist,
whereas the client can get a satisfac-
torj cheaper job done by going to in-
dependent sources.
Sali-s promotion: Major agencies
have been doing such an active job of
sending field men out to call on the
trade and retailers, main clients sax
that tlicx consider these traveling agen-
cxinen an extension of their own or-
ganization.
"'The agencx people do a good job
ol working out displays and promo-
tions with our retailers. Our salesmen
alone wouldn't be enough, because thcx
cover too large a territorx and make
infrequent xisits to individual stores,"
sa\s one drug company product man-
ager.
( In the other hand, nianx clients have
been developing "traveling merchan-
dising men." as Ronson has. for ex-
ample. These men go around the coun-
trx selling up displaxs. making in-store
and radio-tx appearances and doing
an all-around merchandising job. This
does ii"l mean that the client does not
want the additional merchandising sup-
port and creative thought for ^ales pro-
motion ideas that liis agencx can pro-
x ide.
()nl\ one of the clients interviewed
J (12
SPONSOR
I 0( nun K I'>><>
by sponsor felt that his compan) could
do perfectly well without any of the
additional services the agency provides
beyond copy and media. A food manu-
facturer with a line that requires pack-
aging fresh every day, he sa\s:
"Our best source of marketing in-
formation is our own salesmen. They're
in the stores every single day. They
feed information to our marketing de-
partment, which, in turn, works out
recommendations. Any agency re-
search project would sound naive to
us by comparison. But, I do think
that the agencies are rendering un-
questionable service to many other
clients not set up like we are. Also, I
not only don't mind their being staffed
to do a marketing job, but I like it
despite the fact that we don't use the
services. I think it's helped agencies
develop 'business thinking and con-
cepts' within their shop, which carries
over into the creative work and plan-
ning of media strategy they do for us."
Public relations: Despite the recent
rush by agencies to add p.r. depart-
ments or expand their p.r. staffs, client
reaction seems to indicate that this is
the least desired extra service.
"We have yet to get one single little
publicity job for free," says the ad
manager of a division in a giant food
firm. "And, frankly, if we're going to
pay, we feel the independent p.r. out-
fits do a much better job. They've got
their staffs divided into show promo-
tion specialists, product publicists, cor-
porate publicists. Our agency's got
five guys on the payroll and I think
four of them came out of the mail-
room."
Clients with network tv shows very
often do use their agency p.r. depart-
ments for show promotion. But, as a
cosmetics advertiser pointed out, "We'd
be in a sad spot if we'd relied on the
agency p.r. only."
Corporate publicity, in particular, is
far more rarely entrusted to agency,
p.r. departments. Clients seem to feel
that when it comes to high-level finan-
Tke Cwdmew/tal
Bund* Station
rial or corporate jobs, they prefer to
entrust it to long-established public re-
lations firms that they might have been
dealing with over a period of man)
years.
The top advertising executive <>l a
bread company sums up the general
feeling this way: "I don't know \\li\
the devil agencies have to touch this
field at all. It's way out of their line,
and others can do the job better."
But then p.r. is particularh vulnera-
ble to criticism. And, judging from
the increased volume agency p.r. de-
partments have been handling, there
must be many clients who are satisfied
with their work. * * *
"KNOW TV— WILL TRAVEL"
[Continued from page 43)
pie, in the Miami weather forecast, the
announcer invariably mentions the tem-
peratures in major cities throughout
the rest of the country, since Miami
viewers like to know how well off they
are.
"There's no show that can't be local-
ized for sectional preferences," says
Varney.
But "developing network quality for
local shows and commercials" is just
one, though a major, function of the
traveling group. In its presentation
to clients, the group explains its useful-
ness with several graphic illustrations
of its modus operandi. Where local
programing is concerned, the group
functions in two capacities: (1) evalu-
ate; (2) buy.
"We can't and aren't meant to re-
place timebuyers," says McLean. "But
we help buyers evaluate local shows.
When we visit cities, we often come
upon availabilities that aren't as yet
offered through the national rep. And.
we can also evaluate the stations from
points of view beyond ratings — from
the standpoint of facilities and talent."
Often, when right on the spot, mem-
bers of the traveling group can start
negotiations for better time and talent
than was originally offered to the
media people. Shows and time, J\\ T
feels, can't be bought from behind a
desk alone these days.
"We can implement the timebuyer's
decision," says Varney. "In the days
of radio only, a buyer could plaj a
tape of a local show and form a fair
idea of what he was buying right at
his desk. But few t\ stations have
class A
participations
available
October only
ILl<k< I
Squad
starring Reed Hadley
Monday
Tuesday
Thursday
Friday
Saturday
at 10 P.M.
i
Exciting dramas based on actual police
reports that reveal the inner workings of
shrewd schemes used by confidence men
to defraud the public.
Sponsors choose WMAR-TV, because
Channel 2 consistently delivers the largest
audience in Baltimore's 3-station market
from 7 A.M. to midnight . . . ARB, August,
1956, 38.9% share of sets in use.
SUNPAPERS TELEVISION, BALTIMORE, MD.
TELEVISION AFFILIATE OF THE
COLUMBIA BROADCASTING SYSTEM
Represented bv THE KATZ AGENCY, Inc.
New York. Detroit, Kansas City, San Francisco,
Chicago, Atlanta, Dollas, Los Angeles
SPONSOR
1 OCTOBER 1956
103
"WFBL is a powerful selling force that has climbed
steadily in share of audience . . . And don't forget . . .
it serves the fastest growing market in the East today.
What better selling combination could we want!"
* Hooper Radio Audience Index
Syracuse, New York July-August, 1956
SHARE OF RADIO AUDIENCE
(ABC)
(CBS)
(NBC)
(MBS)
Radio sets
in use
WFBL
A
B
C
D
Mon. thru Sat.
8 a.m. -12 noon
11.2
19.1
32.0
20.5
18.7
8.7
Mon. thru Sat.
12 noon-6 p.m.
9.9
30.4
17.4
22.8
18.3
10.5
One of the Founders Corporation's Croup of
Stations: Associated with KPOA and the Inter-
Island Network, Honolulu; WTCA, Flint, Mich.;
and KTVR, Channel 2, Denver.
Representatives: Peters, Griffin, Woodward, Inc.
kines or film- to show and bu\ ing can't
be done effectivel) from statistics only.
It's true in radio, too. but more impor-
tant in t\ ."
Traveling has taught members of the
group that the character of station- is
a flexible one which tends to change
not onlj when management does, but
in response to local taste preferences,
competitive situations within the mar-
ket and in reaction to network trends.
Hence, it's important to keep constant
and close tabs on each station's posi-
tion within a market and feed this in-
formation to the agency media people
as a guide to them. Two men in
the group (a third man was being de-
veloped for the road at sponsor's press-
time) spend 50 to CO'c of their time
traveling. Because they are continu-
ously close to local stations and mar-
kets, these men can give timebuyers
valuable "on-the-spot" information on
local market viewing habits, shov
preferences and programing profiles of
local shows.
(Ironically enough, the three travel-
ers of the group are the only three men
in the group who are married and
have families. Arnold Chase is the
other member of the "galloping trium-
virate." i
Clients currently served by the local
tv group include the following: Shell.
Pan Am. Ford Dealers. French's. Lux
Liquid. Church & Dwight. Kinso,
Fleischmann's, Brillo, Ward Bakin"
and New York Central.
In client presentations, the group
stresses the fact that whenever any
local problem occurs, a traveling pro-
ducer is flown into the market within
24 hours. (At times, it's easier for
him to be flown in than out. sa\s Mc-
Lean, who recalls a time this summer
when his flight out of a town was de-
layed b\ two hours because cows were
pasturing on the field and wouldn't be
moved. >
Once a producer is on the spot, he
oan help both the client and the station
in man) capacities. \\ heir |>roduclion
iNelf is concerned, be maj go oul and
hire a free-lance producer t" represent
the agency, particularly on sucb tough-
to-handle shows as kiddie programs.
lie works with station nun in develop-
ing the show format, counsels on cam-
era shots and direction.
"' I oda\ quite a numbei <>l stations
have live color cameras," says Varney.
The) sometimes appreciate technical
advice from our men on lighting, han-
104
sponsor
1 OCTOHI I! I '».")(>
dling of rear-view projection and other
production problems. Most stations
are technically very good (otherwise
they'd have to pay too main rebates),
hut an outside man who's seen many
similar operations can frequent!) en-
rich the production and technical
know-how of the staff men."
It's part of the traveling producer's
routine to contact the clients' local
men, hear their problems and find out
their reactions to the client's ad pro-
gram in his market. Such contact helps
tie in local management with national
advertising.
Shell is one example of a company
that recognizes the value of such con-
tact. It has its own radio-tv men who
travel extensively, usually with a JWT
rep. The JWT traveling producer often
works with the Shell and JWT reps.
Other manufacturers have also been
developing squads of young traveling
men who supervise their local radio-fr
effort, arrange store displays, and act
generally as merchandising and good-
will men. Ronson, for instance, has
four such young men continuously in
the field throughout the country and
throughout the year. Like the majority
of JWT's local tv group. Ronson's men
tend to be young and single.
The JWT local tv group also works
w ith the station's and client's local men
on developing promotional ideas and
merchandising tie-ins. And proof that
the stations find this agency service as
valuable as do the clients are letters
from several stations telling Thompson
how well the system has worked and
wishing that other agencies had as ex-
tensive comparable services.
"One of the things we've developed
which has facilitated our work and the
work of stations and agency copy-
writers is our prop catalog." says Var-
ney. "For example, we have 300 dif-
ferent props out to stations for local
Shell shows and commercials alone.
The catalog numbers each client's prop.
So, when one is required in a script,
the copywriter (each has a catalog)
merely puts in the appropriate num-
ber rather than a lengthy description
of the prop, and the stations have cata-
logs too, to help them keep track. The
catalog shows a small picture of the
prop, name of client and number."
In their travels, the JWT producers
have seen stations solve certain local
problems economically and efficiently
by applying some creative imagination.
Out of such tv stations' experience,
come the following tips to stations that
might bave similar problems:
1. Change announcers foi clients
who are back to back. It robs a com-
mercial of authenticity to have the
-ame man speaking "sincerely" about
two different products one after the
othei .
2. If station has onl\ one announcer
available at the time, change sets for
clients who arc had,- to back. I!\ lun-
ing the announcer go from one set. oi
one particular backdrop, to another,
the director gives each of the two com-
mercials a degree of individual recog-
nition. A lot of identification is lost if
the announcer merelj stands before
the camera, holding up one product
first, and then the second client's prod-
uct.
3. Vary sets by dismantling them
after use, rebuilding and repainting
(hem to fit individual situations. A
richness in sets available doesn't have
to mean great financial investments.
\\ hen sets are dismantled, they can be
stored in relatively small rooms. And
a couple of cans of paint can make the
difference between a tired old familiar
room setting, and something individual
and exciting to the viewer.
4. Keep auditioning talent and keep
an "open shop" on talent. It's difficult
for a station to maintain a staff so com-
plete that every occasion is foreseen.
Therefore, many stations are making
it a practice to hold regular auditions
to supplement staff announcers or per-
formers. College and even high school
students are a fine source of talent.
5. Station cameramen, more and
more, are recruited from among young
announcers, producers or directors.
The trend to use talent as cameramen
instead of technicians has helped stag-
ing and camera angles. Station direc-
tors find that "talent" cameramen know
more about staging and hence follow
through better and faster on direction.
Where general trouble-shooting's
concerned, the JWT traveling men feel
they could write a book. There's the
time when a famed local personality
bad to be bailed out of jail and the
storj kept out of the papers. Another
time, a show set-up at a station was so
large it didn't fit into the studio.
"We had to put it into the barn next
to the studio and shoot through the
door," says McLean.
In Tampa. Yarney held auditions
next to a furnace, because of a space
shortage. "Hottest show in town."
How that Floyd
Carries on !
. . . across 3
state lines
His KELO-TV covers the rich 3-
state money market — South
Dakota, Iowa, Minnesota. It's a
big-family, big buying market
that looks to Joe's KELO-TV for
both entertainment and news —
news about your product.
Add joe's neighboring KDLO and
you get two big markets for your
one buy across the board.
• MUDtIN
Gen. Offices, Sioux Falls, S. D.
mm
JOE FLOYD, President
Evans Nord, Cen. Mgr.
Larry Bentson, V.P.
NBC • CBS • ABC
represented by H-R for TV
and AM
SPONSOR
1 OCTOBER 1956
105
said McLean, then apologized to Var-
ni'i for the pun.
'"But the trickiest problem was one
we faced 18 months ago," recalls Mc-
Lean. "We traveled half-way through
the country to set up some local com-
mercials for a Shell jobber program
bought by him direct, only to find that
the station didn't have any live cam-
eras."
Did the trouble-shooters solve thi-
problem? Sure.
'\\ e filmed a commercial in one
da\ and rushed it to the studio. * * *
WELCH'S
[Continued from page 37)
they would be only too glad to buv it
for their children if they evidenced a
desire for it.
Though the Irene Rich phase of
Welch's advertising growth was cer-
tainly memorable its success was some-
what dubious as far as marketing was
concerned. It became clear, in 1950,
after new management had taken hold
of the company and was beginning to
revamp the sales and marketing struc-
*"** Deft, Daft & Different!
"Lloyd's Unlimited"
3:30 to 6 P.M. • Mondays thru Fridays
The D. J. All Rochester is Talking About
You never know what Bob E. Lloyd is going to say or do—
but you do know that it will be original and amusing.
Rochesterians like him because he makes 'em laugh. Sponsors
like him because he makes 'em money. Contact us for details
about rates and availabilities.
BUY WHERE THEY'RE LISTENING
ROCHESTER'S TOP-RATED STATION
WHEC
jffct/iejfot
ture. that the appeal to diets and re-
ducing had very severe limitations.
"For one thing," says Manoff, "the
pattern in which Welch's Grape Juice
was being consumed by large numbers
of people had nothing to do with diet-
ing or reducing. And when I say large
numbers of people, I do not mean the
vast majority of the American people
because the penetration of grape juice
was not that extensive. A large per-
centage of consumers of grape juice
were using the product simply because
they liked it and enjoyed it as a re-
freshment drink or as a fruit juice
and not because thev had any desire
or intention to diet."
Welch's sponsorship of Howdy
Doody was the combined result of
fountain surveys made to determine
how people consumed grape juice and
some agency common sense.
Fountain surveys showed that the
pattern of consumption for grape juice,
was almost the opposite of that of other
fruit juices. For example, roughly
80% of orange juice sold was drunk
at breakfast time. Grape juice, how-
ever, enjoyed its greatest sales in the
afternoon between 2:30 and 5:30 dur-
ing the same period that most soft
NEW YORK
5,000 WATTS
the station
that made
ROANOKE
VIRGINIA'S
NO. 1
TV MARKET
73.2%
station share
of sets . . . (ARB)
WSLS-TV
CHANNEL 10
ROANOKE, VA.
Represented Nationally — Avery-Knodel, Inc.
Representatives : EVERETTMcKINNEY. Inc. New York. Chicago. LEE F.O'CONNELL Co.. Los Angeles. San Francisco
KJG
SPONSOR • 1 OCTOBER 1956
drinks were sold. Says Manoff, "While
we had been selling Welch's one way,
customers were buying another. We
took encouragement from the pattern
we found and decided to capitalize
on it."
It was also clear that the appeal to
dieting and reducing contained several
negative qualities that left much to be
desired.
K & E reasoned that dieting is a
"sometime thing" with most people.
It is an experience of two or three
weeks' duration in the course of a year
and every association with it is psy-
chologically unpleasant. Consequently
every food with which dieting is asso-
ciated, is quickly abandoned once the
dieting period is over. An appeal to
this erratic market did not seem to
be the way to build a mass group of
consistent consumers.
Welch's advertising thus turned from
what might have been considered a
negative, to a positive approach that
would sell the product as something
to enjoy with no strings attached but
with a built-in health premium.
Howdy Doody was chosen to sell
Welch's in 1950 after an evaluation of
the kind of market that was available
plus the kind that was developing.
"Family formation," says Manoff,
"was at an all-time high. The birth
rate was similarly at an all-time peak.
Children were being born at the rate
of some four million a year. America
had become and was becoming even
more of a home-and-familv-oriented
society. It seemed natural to assume
that one of the most productive ave-
nues for developing mass acceptance
and mass consumption for a product
such as Welch's, was to appeal to the
family."
The Howdy Doody Show was chosen
as the proper vehicle for Welch's on
the grounds that children were among
the prime consumers of soft drinks.
If Welch's Grape Juice was being used
as a soft drink, it seemed logical that
it ought to be sold as one. When a
society is becoming home-oriented, the
best way to a mother's pocketbook is
all the more likely to be through her
children. It was hoped that while she
was already partly sold it would be
possible to imprint on her mind a new
use for Welch's as a drink for the kids
in the afternoon that would take the
place of soda pops.
Welch's remained as a sponsor of the
Howdy Doody Shoiv for four years
until L954 when they moved over to
Walt Disnev's M icier \ Mouse Clith on
ABC TV. During the course of its
sponsorship of Howdy Doody certain
important changes took place with re-
spect to Welch's position in the market:
1. The pattern of grape juice con-
sumption for the countrv as a whole
changed very sharply, as revealed in
U.S. Department of Agriculture figures.
Families with children, ages five to
eleven became the primarj consumers
of the product whereas this was not
true some years before. Quite the
reverse was true, as a matter of fact.
2. Welch's sales of grape products
grew from some $8 million in 1949 to
almost $37 million for the fiscal year
ending this past August.
Welch's second phase, then, was the
appeal to the children's market on the
level that kids understand best. Welch's
is a treat and something to enjoy.
The third phase began last spring
with the decision to sponsor It Could
Be You, an NBC TV daytime partici-
pation show on which members of the
audience realize some of their pet
dreams. For the past five years Welch's
had spent virtual!) all of its advertising
^^» rWWttcaittfttjJ with that
LOUISVILLE'S
WAVE-TV
CHANNEL J
FIRST IN KENTUCKY
Affiliated with NBC
| NIK :| SPOT SALES
Exclusive National Krprrtcnijmc*
KENTUCKY FLAIR!
No, the yacht-club scene above isn't from Long
Island Sound. It's a small view of enormous
Kentucky Lake, our State's newest and most
colorful playground.
In a State that's known for showmanship. Ken
tuckians look to WAVE-TV for the best in
television showmanship. Here's the proof:
PROGRAMMING: Two 1956 Surveys* show that
WAVE-TV gets audience preference!
COVERAGE: WAVE-TV has 66% greater coverage
than the second Louisville station be-
cause of its low Channel 3, full powei
and greater tower height (91 i' above
sea level) ! WAVE-TV serves 2,437,000
people in 70 mid-Kentucky and
Southern Indiana counties!
EXPERIENCE: WAVE-TV was first on the air in
Kentucky, in 1948. Its experienced
crews have the know-how to help your
programs and your commercials sell !
Let NBC Spot Sales give you all the facts!
^Metropolitan ARB, March, 1956
*ARB Louisville, Feb.. 1956
SPONSOR
1 OCTOBER 1956
107
budget in the cultivation of the chil-
dren's market. Budget limitations kept
the compan) from pursuing the adult
market and particularly the housewives
as it would have liked to. Welch's sales
. ih made an accompany ing rise in
advertising expenditure!" possible.
I se of daytime television, is not new
to Welch's. Foi some years now the
compan) has invested considerable
tnone) on daytime spot. // Could Be
You, which the compan) began spon-
soring la~t month, however, represents
the first time in recent years that
\\ elch s i> buy inn sponsorship of a net-
work daytime t\ show that will put
W elch's in direct contact with a con-
siderable number of housewives all
over the country. At the same time,
Welch's is staying with the kids
through the Mickey Mouse Cluh.
In the past fiscal year Welch's in-
\ested almost $1,000,000 in network
television or just about twice as much
as it was investing five years ago.
Welch's ad budget breaks down this
way: television, 75%; radio 5%;
national magazines, 10'r : newspapers,
5% ; and transportation advertising
. Radio is used on a spot basis.
FOR THE SECOND STRAIGHT MONTH —
WGN-TV
Number 2 Station in Chicago!!!
For the second straight month, the Nielsen Station Index
for Chicago shows WCN-TV the Number 2 Station in
Chicago:
Share
of Audience
Sunday
thru Saturday
6:00 A.M. -Midnight
July
August
29.4%
29.2%
Down
25.4
26.2
UP
25.2
24.8
Down
20.8
19.4
Down
Network Station B
WGN-TV
Network Station C
Network Station D
This number 2 position is based on WCN-TV's local pro-
gramming compared with three network stations. And
remember, WCN-TV's top rated availabilities are yours
at the lowest published rate card in Chicago television.
Check your WGN-TV representative for latest informa-
tion on preemption-free periods and programs for fall.
Chicago Office
441 N. Michigan Ave, Chicago 11
Eastern tdvertising Solicitation Office
220 E. 42nd St., New York, 17
H est Coast Only
Edward Pctry & Company, Inc.
WGN-TV
Chicago Q
l util a few years ago Welch's ad
expenditures were increased almost in
direct proportion to the company's
sales increases. Only in recent years
was a heavier advertising budget
planned for the express purpose of
boosting sales. Boosting advertising
ahead of sales increases has neverthe-
less kept the percentage of money put
into advertising well in line with pre-
vious budgets.
Merchandising on a dynamic level
has played an important part in build-
ing Welch's sales. All of it has come
cut of shows that the company spon-
sored. Broad promotion patterns set
when Welch's bought Howdy Doodj
have been continued and arc now being
used in connection with sponsorship
of the Mickey Mouse Club.
\n earlj in-store Howdy Docxh
promotion ran during the summer of
1952 when dealers were given free
inflatable water toys to be used as
prizes for coupons dropped into a
"lucky box" that was part of Welch's
store displa) -.
Four-bottle carriers were designed
to be turned into miniature houses
representing Howd) Doodyville. Eight
different carriers were modeled after
the houses on the Howdy Doodj show.
IJoofs. porches ami a layout of Howdy
Doodyville were available for 25c.
For the Mickey Mouse Cluh Welch's
acquired exclusive rights to reproduce
a Mickey Mouse Clubhouse that is
offered as a premium.
\\ alt Disney Studios created a new
set of commercial characters who sell
the Welch's products along with the
Disney regulars Mickey Mouse. Donald
Duck, Pluto, Goofy and so on. The new
characters. Pow and Wow the Welch
Indians and the Sl\ Fox. are used in
store promotion pieces as well as over
the air. The Indians and the fox appear
on the new three-bottle Welch's carry-
home pack and in a yariety of stoic
streamers, basket display cards, shelf
talkers and frozen cabinet strips. Ml
store promotion gives equal space to
Welch'- and the Mickey Mouse Cluh.
The Cwttiitttttal
Dtoide Station
■
108
SI'OVMtK
OCTOBER 1956
Thoroughness of the Welch cam-
paign is evident in hroadsides sent out
to store owners by the company. "You
can hardly tell the program from the
commercials," says one piece along
with a reminder that the Mickey Mouse
<.'liil> has "more than 15 million viewers
a da\ ."
On 1 September. J. \1. Kaplan turned
over his controlling interest in Welch's
to the National (.rape Co-operative.
The move made the growers owners of
their own producing factilities.
Welch's future looks bright from
where Richard Manolf sits because as
he puts it. "in spite of Welch's prod-
ucts being the highest priced in their
field, they are still dominant in all
markets." Manofi feels that, "price is
no longer the merchandising factor it
once was. People don't consider price
as much as the) look for consistenlK
high (|ualit\. We even use the higher
cost of Welch's Tomato Juice in our
advertising with the emphasis that it
costs more because Welch's puts more
in it. If this concept is correct I'm
hopeful that the future of Welch's will
be limited only by the amount the
vineyards can produce." * * *
*
*S|
*
Umarkable
ROCKFORD
«
III I III* Lll'cill lllilll.cl OIll.V
WltOK reaches ih<> whole
i ml iiili <- willl ils lin>:iili.is|v
of
Local Sports
Remote Coverage of Civic Events
U. of Illinois Football & Basketball
John Dixnn II - K
Gen. Mur. Vat'l. Reps
No. 1 for over 30 years
SARNOFF PROPHECIES
I Continued from jxifie I I i
a new service into existence and use.
"Electronics, in the race to achieve
new triumphs," General Sarnoff said
"is run on the big track of Time on
which there is room for all who would
compete. There is no finish line."
Perhaps it is this pioneering streak
that recognizes no "finish line" that
has made Sarnoff effective as a prophet.
If \ou keep moving the horizon farther
ahead, you always have somewhere to
go and something to sa\ about where
you are going.
No sooner had the "radio isi<
box" been put into production, ilia-
Sarnoff began to look beyond the local
broadcasting level. Ii occui red to bin
that when the no\elt\ ol radio had
worn off, the public would be less in-
terested in the miracle ol getting sound
out of the air than in the qualit) of
what the) received. But who would
underwrite the cost of programing
qualit) material and how would the
job ol broadcasting it be done?
On 17 June. 1022. Sarnoff wrote a
letter to GE's honoran board chair-
man, E. W . Rice, Jr.. who had ju-~t
been named to the board of RCA. It
G®QD LSSKIN'!
That's the MAJORITY Opinion
in Rochester, N. Y.
about
CH A
E L
□CD
. . . and we have a LOT of GOOD LOOKIN'
RATINGS to back it up !
moRnmcs..
RfTERnoons
EVEnmcs
•4%
•6%
52.0%
AVERAGE WEEKLY SHARE OF AUDIENCE
LATEST AVAILABLE TELEPULSE FOR ROCHESTER (MAR lt»l
AVERAGE WEEKLY SHARE OF AUDIENCE
LATtST AVAILABLE TELCPULSE TOR ROCHESTER >MAR !*»)
AVERAGE WEEKLY SHARE OF AUDIENCE
TAKE A GOOD LOOK AT THESE RATINGS . . . AND A GOOD
LOOK AT THE RICH ROCHESTER AREA. ITS GOOD LUCK TO
BUY WHERE IT'S GOOD LOOKIN'!
WRITE US TODAY FOR CHOICEST
AVAILABILITIES IN ROCHESTER:
CHANNEL
125,000 WATTS
OPERATED SHARE TIME Bl
WHEC-TV AND WVET-TV
CBS B A S / C
V H F
A f F I I I A T f
ROCHESTER, N.Y
EVERETT-McKINNEY, INC. • NATIONAL REPRESENTATIVES • THE BOLLING CO., INC.
SI'ONSOK
1 OCTOBER 1956
109
. . . LISTEN WHEREVER THEY GO
. . . WHATEVER THEY DO ... TO
SAN DIEGO'S ADULT STATION
Attentive listening to our programming,
featuring NEWS, DRAMA, MYSTERY, and
TALK" shows, sell the listeners who listen
. . they are the LISTENERS WHO BUY!
1360
ON THE DIAL
FIRST IN SAN DIEGO
MUTUAL DON LEE RADIO
Repreienled Nationally by
H-R REPRESENTATIVES, INC.
evansville KJe ^e Z)kere!
IN
2 0 0,400 Watts
We are there, and you can be there with us at
WEHT-TV in the estimated 75,000 new homes in-
cluded in the new coverage area. Contact our repre-
sentatives about availabilities on the Big Eye — Chan-
nel 50 — for the best in coverage in Evansville and
the Tri-state.
WEHT-TV — Channel 50 — has boosted its power
from 11,000 to 200,400 watts
WEHT-TV is your FOLLOW-THRU STATION IN
THE EVANSVILLE MARKET. Only WEHT-TV
offers (1) Guaranteed On-the-Air promotion, (2)
Newspaper advertising, (3) Newspaper Publicity, (4)
I etters to Retail Trade. (5) Daily News-Letters to
hotels and hospitals, (6) Lobby Displays, (7) Month-
ly house organs, (8) Window Banners. Posters and
(9) Billboards.
WEHT-TV
also operating
WEOA CBS
RADIO
Represented by
YOUNG TELEVISION
turned out to be the prophecy of net-
work broadcasting.
"First, it seems to me," Sarnoff
wrote, "that in seeking a solution to
the broadcasting problem, we must
recognize that the answer must be
along national rather than local lines
for the problem is distinctly a national
one."
The following year, still working
hard at forcing his idea into fruition,
Sarnoff heaped prophecy on prophecy:
"The trend of the future will be, no
doubt, the consolidation of such sta-
tions (small, local ones) into larger
and more powerful stations sending
out programs of greater variety and
significance and of finer artistic quality
to ever larger audiences."
Within three years, RCA announced
the formation of NBC, and network
radio was born.
Other prophecies by Sarnoff in these
earl) years of electronics included :
greater research into the use of short
waves for "long distance communica-
tion and perhaps eventually trans-
oceanic communication"; broadcasting
of "grand opera from the Metropoli-
tan"; the day "when even the crowded
homes of the slums or ghettos will have
some kind of a radio receiver"; a fu-
ture wherein "when the President of
the United States delivers a public ad-
dress, millions of homes which will be
equipped with radio devices, will be
able to listen to the Executive's voice";
a time when "everything which moves
or floats will be equipped with a radio
instrument .... the airplane, the rail-
road, steamship, motor-boat, automo-
bile and other vehicles." Today about
35,000,000 radios are in automobiles,
to mention just one of these prophecies
which have all come to pass.
But perhaps the most far-sighted
prediction of that era was on 5 April
1923, when Sarnoff wrote "I believe
that television, which is the technical
name for seeing instead of hearing by
radio, will come to pass in due course."
If. in light of the fact that toda\
there are about 468 tv stations in the
Tke CoutUienM
DuHde Statlott
ii i
SPONSOR
1 OCTOIIKK 1().")(>
U.S. and more than 37 million receiv-
ing sets, tliis prediction of slightly more
I han three decades auo mav seem
super-oracular, it musl !><■ borne in
mind that General Sarnoff — unlike
Nostradamus does nol >it hack and
relax alter uttering a prophecy. I oder
his direction. RCA spent more than
$50 million on research and develop-
ment of black-and-white ti before there
was an) return on the investment.
The years spent in the development
of television gave Sarnoff plenty of
fresh prophetic material.
By 1936, he was convinced that
"\\ ith the establishment of a television
service to the public which will supple-
ment and not supplant the present ser-
vice of broadcasting, a new industry
and new opportunities will have been
created."
Bv 1939, he was overflowing with
thoughts on the future of this new
medium:
• "Advertisers who sponsor radio
programs will be given new possibili-
ties of appeal through the medium o!
tclev ision."
• "'Television drama will be a new
development, using the best of the
theatre and motion pictures, and build-
ing a new art-form based upon these."
DAILY
DOUBLE
IN NORTH CAROLINA
J**
Every day . . .
^^^V V ,, more audience
Winston-Salem
Every day . . .
more audience
in
rich 18-county
Piedmont area
than any other
station
WINSTON-SALEM
NORTH CAROLINA
f WINSTON-SALEM
i tor
GREENSBORO
/ HIGH POINT
• "Political addresses will l>«- more
effective when the candidate is both
seen and beard."
• ". . . a picture o\ a population
\. bich maj increasingl) i enter its in-
terest unci- more in the home; a popu-
lation with ample leisure time . ... in
individual small houses which thev will
be able to afford because "I the devel-
opment of low-cost construction and
increased income per family."
World War II curtailed Sarnoff's
activities in BC \ from which he re-
ceived a leave dI absence to serve as
special consultant on communications
to General Eisenhower at SI I W.V head-
quarters overseas. But it didn't cur-
tail hi> promises i"i big things al
in television aftei hostilities ended and
he emerged li om the arm) a bi igadiei
gi neral. In an article in The tmerican
Magazine in June l')\ J. he w ■
"You w ill tunc iii movies, plays, operas
baseball games, boxing matches, si
scenes and actual news events. I he
black-and-white images will be si
and clear, with plent) ol depth "I I"' us
I atci on, color w ill be added. . . .
Todav . w ith man) of the prophet ies
fulfilled and other- at the threshold of
materialization, Sarnofl continue- to
look to the future. He predicts trans
SEU & W
ON
CHANNEL
CONTACT YOUR
KATZ MAN FOR
ADJACENCIES
5000 W • 600 KC • AM-FM
316,000 WATTS COVERING MORE THAN 50 COUNTIES IN TENN.,KY.,& N.C.
WBIR-TV iSSSISt!
AFFILIATE
HEADLEYRE£D. Representatives
SPONSOR
1 OCTOBER 1956
111
MOW EVEN MORE THAN EVER
HOOPER RADIO AUDIENCE INDEX
STOCKTON, CALIF. JANUARY- MARCH, 1956
MONDAY THRU FRIDAY
7:00 A.M. -12:00 NOON
RADIO
SETS
IN USE
c
N
KSTN
A
M
OTHER
AM & FM
SAMPLE
SIZE
l»f.8
17.9
"♦.2
47.2
13.0
9.3
B.h
9,707
MONDAY THRU FRIDAY
12:00 N00N-6:OO P.M.
RADIO
SETS
IN USE
c .
rft
TKSTN
A
M
OTHER
AM & FM
SAMPLE
SIZE
10. %J
20.7
7.3
35.0
15.1
9.5
12 >
12,026
Spring 1956 Hooperatings
show KSTN increases dominance
of *Stockton Radio Audience.
*America's 92nd Market
Represented by Hollingbery
For a real Sales KNOCKOUT
in the Detroit area
CKLW-TV penetrates
a population grand
total area of 5.295,700
in which 85% of all
families own TV sets.
CKLW-TV
channel 9
oceanic television in both black-and-
white and color for the world, and
closed-circuit t\ for the home: he fore-
sees television on the campus and tele-
vision on the battlefield: he prophesies
i\ in department stores as well as in
submarines.
For the electronics industry, Sarnofi
foresees unlimited opportunities. "The
time hiii between basic scientific dis-
coveries and their practical applica-
tions is far less than it ever has been
in history," Sarnofi says. "We have
probably achieved more in scientific
applications during the last 30 years
than mankind did during the last thou-
sand years — nuclear theory and the
practical applications of atomic energ)
are a good example of that. Electron-
ics is such a new force, too. Just as the
electrical age followed the age of
steam, so the electronic age is follow-
ing the age of electricity. And just as
everything once was 'electrified.' so
everything is going to be 'electron-
l/C(l .
Sarnofi and his companj engineers
are leaving no slide-rule unturned in
their effort to hurrj up the "electroni-
fication."
In various stages of development
from drawing board to testing lab in
the RCA Princeton, N. J., research cen-
ter named for Sarnofi are such dreams-
a-building as: an electronic air condi-
tioner, color video tape, an electronic
"'music synthesizer" to duplicate anj
tone of voice or musical instrument, an
electronic light amplifier for tv, and
an atomic batter) .
How soon these will come into gen-
eral use is still in the realm of specu-
lation. But that the) will come seems
fairh certain since Sarnoff is a practi-
cal prophet, reluctant perhaps to spoil
1 i> record b\ asking science for the
impossible.
Yel it is haul to sa\ what he would
deem impossible. For he sums up his
own philosoph) in these words: "'The
possibilities of science enable u> to look
bravel) at the stars and to seek a finei
destin) ." * * *
Tke Cotttutetttol
OUride Station
12
SPONSOR
1 OCTOHKR 1056
NET RADIO SERVICE
{Continued from page '.Y)i
the nature of a prodigal son's return.
The networks are natural!) activel)
pursuing t h<- blue-chip advertisers
whose names dot the tv map. In the
first plaee, their budgets are attractive
lures. Secondly, selling them does not
always involve the hard work that wenl
into the Colgate negotiations. Recausc
of radio's economy, even a small frac-
tion of these advertisers' tv budgets
will hu\ them a heft\ share of radio
homes. And this kind of buy will not
always require a comprehensive sales
mission.
Rut the networks have realized for
some time that part of their sales sal-
vation must come from smaller clients
who have used network radio sparing-
ly or not at all. Much of this work
covers virgin ground and is even more
of a breakthrough than in the case of
the gilt-edged advertisers.
The word "small when applied to
these advertisers is used in a relative
sense. Main of them are big firms hut
have never been distinguished \>\
multi-million dollar budgets in the air
media. I hat is about the <>nl\ char-
acteristic the\ ha\e in common, how-
$v£^
*mr. t
r\.
POWER
LUMBER
AGRICULTURE^
3
-M.l
QV
HKK;
">U:,:
ox-
-Uts
l'(>\\
Hat
' BBOOIO)
»ith .
" the
the
In,
£>or..
'■"Kerio
Orta
■Ml
J'uurs
■•<n„.
trltb
KBb0
S.000 WATrS-l280KC
TAtt
EUGENE. OREGON
MAST MOXE FACTS ?
-COA/rACr W£ED £ CO.
ever, for their products represenl a
w ide <li\ ei sit) and testif) to the broad
usefulness "I netw ork i adio.
I be follow ing sample illusti atea 1 1 1< •
diversitj "I i lients using network ra-
dio foi the Iii-i time: Ken (,la-~.
20th < ientui j -Fox, Slenderella, ( hese-
I rough-P I-. Drug Produi ts, I lolum-
bia Pictures, Chun King Sales, Hud-
son \ itamin Products, ( >lson Rug,
Mack Truck. Greyhound, Kasco Mills,
fel-Serl Co., Seaboard Drug Co., Cali-
fornia Bartlett Food, Eas) Washing
Machine and V. C. Russell Co.
I his i\ pe "I clienl i» attracted to
network radio not onlj because ol its
econom) but it- lle\il>ilii\ . two reasons
which attract the big boys, too. This
flexibility means, basically the sale "I
announcements but the flexibility also
refers to the ease wiih which clients
can move in and out of network radio.
While there is seldom reason I" do so,
an advertiser can bin one announce-
ment as Colliers did on the Bob Hope
Show on 2<! September.
Judging 1>\ the wa\ much of net-
work radio is bought, however, the
medium works best when a substan-
tial scattering of announcement- i-
purchased and some of the most im-
portant bins have been 52-weeks firm.
Texaco has been sponsoring the VBC
Radio weekend news package since
\pril 1955. Standard Brands' pur-
chase of 10 segments on CRS Radio's
soap operas is a \ ear-round alfair.
The trend to buying small program
segments bas brought about a spate ol
small-length shows. especialK of the
five-minute news variety, in an effort
to give the advertiser program identifi-
cation. This trend seems to have
about run its course and recent pro-
gram developments and plans show a
tendency to favor longer shows. The
longer shows often bring down the
program cost per participation and
two recent program changes suggest
that big names ma\ become a factor
again in network radio.
One of the changes involves the half-
i hour Boh Hope Show, which started.
unheralded, on NBC 21 September at
8:00 p.m. The other i- a half-hour
Jack Renin stanza on CBS at 7:30
p.m. Sunday, the time at which Renin
was the leading network radio show
for \cars.
Roth nighttime -how- will lie reruns
with the Benny -how possibly includ-
ing some new material. The question
of how inclusion of the new material
will affect rerun payments to MTR \
There's no secret to Larry
Bentson's "pull" in Minneapolis
St. Paul. It's B-5— his Big 5 disc
jockeys who pull a tremendous
listening audience.
These boys really sell!
They're the reason WLOL leads
all independents and three
network stations in share of
audience . . . why WLOL leads
all stations in out-of-home
listeners.
They're the reason more
advertisers sell more products
on WLOL than on any other
independent station in the Twin
Cities orbit . . .why you get
more homes per dollar on WLOL.
So let Larry put YOU in the
Twin Cities — in solid with
1,500,000 B-5 fans.
MINNEAPOLIS ST. PAUL
1330 on your dial 5000 watts
LARRY BENTSON, President
Wayne "Red" Williams, Mgr.
Joe Floyd, V.P.
Ri presented by \ \i Radio S ill -
SPONSOR • 1 OCTOBER 1956
113
TULSA •
rw* jA. wC *» iE ■
"SHEENA"
LEADS ALL
SYNDICATED
SHOWS IN
ROANOKE
out in front in many other markets, too.
Los Angeles — #1 show in its
time period for months, audience
share over 30% in this
seven station market
Tulsa — 60.7% share of audience
in competition with two popular westerns
Memphis— First in time period,
45.9% share; 11.9 rating
Hitch your sales message to the
show most bought by audiences,
SHEENA, QUEEN OF THE JUNGLE.
Source: ARB
Write, wire, phone
ABC FILM SYNDICATION, INC.
10 East 44th Street New York City
OXford 7-5880
and \l \1 talent has held up final okaj
of the show but at sponsor's presstime
it was expected this problem would be
settled satisfactorily. CBS has also
begun a Robert Q. Lewis strip on
weekdaj nights.
This enir\ of big names into night-
time network radio will, it is Imped.
help solve one of network radio's
toughest sales problems.
There have been a number of night-
time programing changes and there
an- expected to be more before the
yeai is out. \BC has gone in heavily
for music during the 8:00-10:00 peri-
od after it- "New Sounds" concept of
(ive-minute shows within a 25-minute
framework Failed to net off the ground.
I he bulk o| this time is programed
with tmerican Music Hall and Best
Bands in the Land.
ABC has been concentrating on pro-
graming and selling its morning pro-
gram block, which is its strong point.
The 0:00-11:00 a.m. block, consisting
of Breakfast (Jul). My True Story,
/' hen a Girl Marncs and Whispering
Streets has been one of the more con-
sistentlj successful audience pullers
on network radio. However, it took a
segmented selling plan of five-minute
participations to make it a sales suc-
cess .i- well. \- a result. ABC Radio
w as able to announce last month that,
during the past year, sales in that time
amounted to S7 million in billing-
from ~>2 national advertisers, 24 of
whom used network radio for the first
time.
Mutual is current!) in the midst of
program planning. \\ hile a number of
shows are not yet definite, it can be
said that programing head Brad Simp-
son is working along the line of ap-
pealing to bulk audiences during the
" — but KRIZ Phoenix says rock-
and roll isn't rug-cutting!''
Ti
lOift/ IS
1
'■ m
iuw'ife43w'
1
^(WlOllrrl^rkt 1
* CBS BEPORT TO tCC. 0(C <9SS B
«r
/ \
<j3id-ti
uuifat!
SA
TULSA
■7_
KASH-B0X
JACKPOT STATION
^
#*
%
/l Over 54,000.00 in KASH
won by WVET listeners
in two months. ..the
LARGEST give-away ever
promoted by a local sta-
tion! Ten thousand label-
endorsed entries in three
months! Your clients, too,
can cash in on WVET in
the rich Rochester-West-
ern New York market.
5000 WATT?
I280 KC
IN ROCHESTER, N. Y.
Represented Nationally by
THE BOLLING COMPANY
111
... in RESULTS
Advertisers experience proves "REX's"
ability to produce sales . . . the 'most
accurate measuring stick of any promo-
tional effort.
... in VIEWERSHIP
WREX-TV is favored by viewers in the
WREX-TV "Grade A" area by better
than a 3 to 1 margin. This fact has
been brought out in an extensive view-
ership survey just recently completed.
This dominant leadership results in a far
lower cost-per-thousand . . . making
WREX-TV your "best buy".
market power!
NOW No. 2 Market in Illinois and
GROWING — has currently under
construction $25 million in expanded
manufacturing and retailing facilities.
Are your sales messages reaching this
market untouched by either Chicago or '
Milwaukee, 90 miles away? Only one
VHF station covers this area —
ROCKFORD. ILLINOIS
WREX-TV
channel 13
CBS - ABC AFFILIATIONS
telecasting in color
REPRESENTED BY
H-R TELEVISION, INC.
daj and selective audiences at night.
Simpson i- planning on more informa-
tional shows, especiallj al night. \\ bile
Mutual has begun using an houi and
a ball ol music during the late evening,
Simpson is war) about overdoing mu-
si( on the network because "I the
undeniably powei In I competition from
the d.j. -. Mutual'- strong evening
programing is ii- one-houi mysterj
block between 8:00 and 9:00, half ol
which is used foi selling "Multi-Mes-
sage Plan" participations and the
other half of w hich i- co-op.
I he web has no objections to clients
bringing in then shows. \- a mattei
"I fact, it i- negotiating now with
three sponsors who are considering
just that.
Like NBC, Mutual i> working on an
unusual talenl contest show. Contes-
tants w ill be gathered from all the world
ami recordings will be made abroad.
\ panel of judges will pick week!)
winners and the "rand prize will be
an !!k<> contract. This tie-in with
RKO (the network and studio are
joint!) owned i i< part of a new polic)
under which both the studio and net-
work will exploit each other's facili-
ties. For example I!k<> |>la\er- ma\
be used on Storytime, MBS' 25-min-
ute strip in the morning which runs
serialized novels over a two- to four-
week span. There are also plans to
cooperate closer) on publicit) projects.
Being the largest of the four net-
works in terms of number of stations,
Mutual is seeking to solve it- clearance
problem. It is awaiting final affiliate
approval of a plan to assure clearance
of 16 to 18 hours a week in return for
supplying the same amount of pro-
graming for local sale.
The ](> to 18 hours cleared would
not, of course, be MBS" sole program-
ing for national sale. But it would be
periods in which the advertiser can
be assured of clearing the entire net-
work he wants. \ll told Mutual will
be programing II to 12 hours a da)
lor national -ale
Also in the midst of a program re-
vamping i- NBC. now being led b) a
new management team. Beside- Cul-
ligan. il include- \\ illiam McDaniel,
RHEINGOLD
(LIEBMANN BREWERIES)
NOW IN
4TH YEAR OF
SPONSORING
"DOUGLAS
FAIRBANKS
IR. PRESENTS"
What better testimonial to a TV film
series than this long-time sponsor
loyalty from a successful advertiser?
Other top-notch "Fairbanks" sponsors:
Stroh Brewery, Top Value Stamps, Oscar
Mayer, Sealtest, Sinclair Oil, Pearl
Brewing, Wilson & Co. Full sponsor list
and market availabilities on request.
117 half-hours available — many for
first run!
Write, wire, phone
ABC FILM SYNDICATION, INC.
10 East 44th Street
New York City
OXford 7-5880
115
SOUTHWEST VIRGINIA'S IJtfUl&e/l RADIO STATION
THE ONE THEY
LISTEN TO
^ MOST...
...IS THE^^ ^
ONE TO BUY!
In Roanoke and Western Virginia — that's WDBJ!
Your Peters, Griffin, Woodward "Colonel"
has the whole wonderful story!
AM Q&Q KC
m 94.9 mc
Owned and Operated by TIMES-WORLD CORPORATION
PETERS, GRIFfIN, WOODWARD, INC., National Representatives
In Yakima, Washington . .
HOOPER PUTS
WAY ON TOP
1000 Walls — 900 KC
Independent Radio in
An Independent Market*
Monday thru Friday
7:00 a.m.-l 2 noon
Monday thru Friday
1 2 noon-6:00 p.m.
Sunday
8:00 a.m. -6:00 p.m.
Radio
Sets
In Use
20.8
16.8
12.1
M
4.6
3.9
7.4
19.6 17.5
KUTI
Other |
AM& Size
FM Sample
57.3
0.9 i 9,610
9.6
9.5
18.0
67.1
1.3
11.5
70.5
11,792
3,982
ering Washington's BIGGEST Independent
Market. Yakima is the "Hub" of Washington State
200 miles from Spokane . . . L50 miles from
oma w iiii the ( !a i ade Mountains
I atural sound barrier. KUTI'S format is Mu ic
and News . . . Sunrise in Sunset. (Sure we enjoy
TV here in Yakima, but we don't compete for its v
ni^ht-time X^
PAUL CRAIN, Manager
WALLY NELSKOG, Pres/denf
Represented Nationally by FORJOE & COMPANY
Represented Regionally by Robt. Swmson, Times Sq Bldg., Seattle - H. S l.icobson, Mead Bldg.. Portland
former manager of KNBC, San Fran-
cisco, as head of sales: Jerry Danzig,
formerly chief of programing and
development fur NBC-owned stations
and NBC Spot Sales, as head of pro-
graming, and George Graham, for-
merly NBC TV sales administrator, as
director of sales service.
The new team met with an affiliates'
working committee, starting 26 Septem-
ber, to thrash out some program plans.
Both groups came to the parley armed
with program ideas. No decisions had
been reached at sponsor's press-
time. However, it is expected that the
two-hour morning show Bandstand
will he retained, for the affiliates like it.
The show attracted a rush of business
shortlj after it went on the air recent-
ly. \mong the clients who bought
were Nabisco. Quaker Oats. Charles
Pfizer, Pharmacraft, Miles Labs, Q-
Tips, Penick & Ford. Beltone and
Calumet.
The affiliates, it is known, would
like more network news and one pos-
sible program idea to be developed
will lie 10-minute news shows, with
five minutes of national and interna-
tional news to be supplied 1>\ the net-
work, followed by cut-in of local news
for five-minutes. Alread\ mentioned
was The Most Beautiful I oice in
America.
Promotional plans call for a campaign
to sell the concept of '"imagery trans-
fer." This is the idea that t\ com-
mercials or print ads lea\e a \ isual
impression in the consumer's mind
and that a radio commercial, with a
brief slogan, can evoke the image,
thus enhancing the impact of the ra-
dio commercial. The idea is not new.
lull NBC is going to push it bard. It
is considered particularK adaptable to
NBC's announcement plan, which per-
^■~Milldl&u^\fW \
"Who'd have thought that romantic
music on KRIZ Phoenix would lead
to this?"
I If.
M'ONSOK
1 OCTOBER 1956'
NIELSEN REPORTS
KYW AGAIN BREAKS THE SOUND BARRIER
AS CLEVELAND'S TOP RADIO STATION
35.9% of the total area audience listens to
KYW according to the July, 1956 Nielsen
report. This gives KYW a 40.7% lead on the
nearest competition. Makes the second con-
secutive rating period that KYW's total audi-
ence share has increased. And this in an area
(Northern Ohio) where radio listening is on the
upswing (showed gains of 24% over the last
Nielsen).
And here's another example of KYW's super-
sonic appeal . . . from 6 a.m. to 9 a.m. an
average of 90,000 area radio homes are tuned
in with 51% of them dialed to 1100 for KYW's
radio active programming.
Let KYW Skyrocket your sales in Northern
Ohio. It's easy to find out how. John Mcintosh,
KYW Sales Manager will tell you. CHerry
1-0942, Cleveland. Or call "Bink" Dannen-
baum, WBC VP Sales: MUrray Hill 7-0808,
New York City.
In Cleveland, No Selling Campaign is Complete
Without the WBC Station . . .
WESTINGHOUSE BROADCASTING COMPANY, INC
SPONSOR • 1 OCTOBER 1956
117
..: e T
*3r SA
TUi
mits advertisers to buj six- and 30-
second commercials a- well as minute-.
NBC plans (o make a major presen-
tation t>> advertisers and agencies on
this theme in mid-October. It is ex-
pected to be held at a large hotel in
\ru ^ ork City and will probably
travel afterwards.
Once MBS and NBC have their pro-
graming problems settled, heightened
sales activity will follow. Though
their sales job will not he an easy
one, they, as well as the other net-
work-, can be expected to find a more
open-minded attitude toward network
radio among advertisers. To what ex-
tent this will be translated into bill-
ings. <>nl\ \9r>~ can lell. * * *
( -i- .-.i i'»try A Co.. Int.
iSrit-l'hi . . .
Continued from page 91 I
Some '')."). 000 Minnesota Slate Fair
visitors received copies of a WCCO,
Minneapolis-St. Paul, calendar that
the) II be able to use til next year's
fair. Starting with September the
calendars run through to next August
and arc printed with reminders to tune
in on WCCO programs. . . . Six regis-
ter-and-vote jingle- have been made
available to radio stations across the
countrj 1>\ the Westinghouse Broad-
casting Co.
Geraldine Zorhaugh. the first woman
in network broadcasting to achieve the
rank of v. p.. was honored by the
AWRT at a testimonial dinner marking
her appointment. Mrs. Zorhaugh is
v.p. and special assistant to Robert
Kintner, president of \BC. . . . Though
complete figures are unavailable
\\ l!li('.-'l\ . Birmingham, expects that
the final count for its cerebral pals\
telethon will hit SI00.000 \ special
feature of the 1956 convention of the
Radio-Television News Directors As-
sociation will be the presentation of the
first I'anl \\ hite Memorial \ward. The
award was authorized b) the RTNDA
hoard of directors last \car as a means
of paying lasting tribute to the late
Paul White who was a l!TM)\ office]
al the time of his death. • • •
Tke Cwtfmetttol
Dlouic Station
*
SPONSOR
GOES
WEEKLY
27 OCTOBER
WITH A
FOUR-POINT
EDITORIAL
PROMISE
1, essential reading
2, useful reading
3. fast reading
4. easy reading
/ , omplete weekly wrap-up
in depth foi busy ag< n< x
(ind advertiser readt i s
OUR 10th ANNIVERSARY
ISSUE ALSO!
1 1:
SPONSOR • 1 OCTOBER 1956
4
PLUS. ..for the first time in advertising history
MEASUREMENT OF ADVERTISING RESULTS
COMPARE WSTV-TV's RESULTS PER DOLLAR WITH ANY OTHER STATION ON YOUR SCHEDULE
Exciting things are happening in WSTV-TV-land, richest steel
and coal producing area in the world ! One of America's top re-
search organizations is completing a trend-setting project that
will enable you to measure the effectiveness of WSTV-TV versus
any other station on your schedule. And WSTV-TV's coverage of
this prosperous industrial area-ranking in population, income and
number of sets among the top seven markets in America* will
be guaranteed ! "Sales Management Survey of Buying Power
WSTV-TV
STEUBEN VILLE, OHIO
Represented by AVERY -KXODEL
CBS — ABC — CHANNEL 9 — 230,500 WATTS
rf
*«!
WSTV-TV's remarkably low
cost per thousand (lowest of
any station in this tremendous
market) and amazingly large
coverage (including free bonus
of Pittsburgh) make WSTV-
TV one of the safest, most
profitable buys in TV!
^0*er in W i*i.STa
WSTV-TV
4*fd
A mi-mtirr
of the f AIENOIY
GROUP
0/00-' PEfflA.
IWA. N
WSTV-TV. WSTV AM.
Steubenvflle, Ohio
WSMS AM Boston. Mtit
WPlT-AM.Pittibu.lh
Pennj
*rcf(
1 4*° COAL CENTER Of ►"•**
C>
WSTV-TV John J Laux, Gen'l Mgr Steubenville, Ohio ATlantic 2-6265
NAT'L SALES MGR. Rod Gibson 720 Fifth Avenue, N. Y. 1 9. JUdson 6-5536
SPONSOR
1 OCTOBER 1956
11"
We're Proud
of Our
Miss Alabama
ANNE ARIAIL
Second Runner-up in
Miss America
Contest, Atlantic City
WAPI and WABT exclusive
Again in 1956, as in all previous years, WAPI and WABT were spon-
sors of the Miss Alabama contest. These stations are known and esteemed
for promoting community projects eery day — plus their exclusive broad-
caster sponsorship of: Crippled Children's Clinic Football; Maid of Cot-
ton Contest; Fal Calf Show; March of Dimes Auction; etc.
PI and
BIRMINGHAM
Alabama's First Stations in Public Service
WAPI represented by
John Blair & Co.
WABT represented by
Blair-TV
120
SPONSOH • 1 <>( TOHKH I ').")()
With
191,
000
Watts of Firm Power
KGVO-TV
Missoula, Mont.
is the West's greatest
BUY
MAGNIFY YOUR SALES
IN THIS STABLE Population 145.700
Families 47,900
E.B.I. $212,747,000
MARKET
University City
•
i Rich Lumbering and
'' Agricultural Area
arc the men and open spaces
of frontier West Texas. And
gone are the days when you
bought a dozen radio stations
and newspapers to cover it. With
the KDUB-TV - KPAR - TV
combination you reach 191,614
sets with one economical pur-
chase!
KnutTVh
ABILENE-SWEETWATEP, TEXAS
OWNED & OPERATED BY TEXAS TELECASTING, INC
7400 COLLEGE, LUBBOCK, TEXAS
NATIONAL REPRESENTATIVE THE BRANMAM COMPANY
ADVERTISERS' INDEX
ABC Film
i i oadi ast M usic Inc.
N. tw»rk
Channel
an Kodak
Funds for RepuMi,
MCA-TV
22, 111. 115
121
11. L5
III!.
94, 95
83
MGM-TV 17-20
Mid-i '..i. iiii.ni < ;i..ii|. 2 i. '.'.:
m:i • Spoi v i'
N.T.A.
Simmons Assocs. 23
Steinman Stal Ions 3
Tulsa Brdg.
W'itiI ami ''.. .".1
CKLW, Detroit 112
KBIG, Hollywood 6, 58
Kins. Bakersfield
KCMC-TV, Texarkana
K 1:1.' 1, S k Falls
K ERG, 1 lugi ne
KG] '•. San 1 liego
KGL< i-TV, Mason Citj
KGNC, Amarillo
Kl rV< < T\ , .Miss,, ula
KHQA-TV, Hannibal
K I FN, 1 'la 1,11 1 \
K [MA-TV, Yakima
KING, Seattle
K .1 El 1. Fresno
KLX, Oakland
KM III "-TV. Kansas Citj
KMTV, 1 »maha
Ki ITV, Tulsa L01,
KPAR-TV, Sweetwater
KPQ, Wenati nee _
KPRC-TV, n, ,11-1, ,11
KRIZ, I'l nix 1 1 1
KSI.-TV. Salt Lake cn\
KSTN, Stockton
KSTP-TV, St. Paul
KTBS-TV, Shreveport
KTHV. Little Rock
KTJTI, VaUima
KVOO, Tulsa
KXJB-TV, Fargo
KXL.F-TV, Mini,- in:;, ins, 1 111, 112,
KYW, Cleveland - -
HI
105
1 1::
1 in
,3
1 2.:
121
52
121
a.-,
inn
BC
r,n
118
121
12
I F( '
I 16
122
1 12
71
2S
.",
1 Hi
89
57
lis
117
WAGA-TV, Atlanta (ill
WAPI-WABT, Birmingham L20
WAVE-TV, Louisville H>7
WBAY-TV, Green Bay 1 1
Wi:l:W. Vouiigstown 56
WBIR-TV, Knoxville _ Ill
WBNS, Columbus, Ohio .. 21
WBRK-TV, Wilkes-Banc
Wi'i'i i-TV, Minneapolis
WCSII-TV, Portland, Me.
\v< 'vr.-TV. Charlo! te
WDBJ, Roanoke
10
16
1 16
WDIA, Memphis '.'7
WEHT-TV, Henderson .. 116
WERC-TV, Erie 52
WFAA, I 'alias 11
UK I a ' TV, i In-enville 54
WFBL, Saginaw mi
WGN-TV, Chicago 108
\\ HBP, Rock Island 1 is
WHCT, Hartford __ so, si
\\ II Ki ', Rochester .
WHIO-TV, Dayton
win i-TV, i les Moines
WILK-TV, Wilkes Barre
w 1 1 ,S, Lansing
w I'T Kokomo
WSJS, Winston-Salem
wsi.s-tv. Roanoke
\\ Si iK, Nashville
w STV, Steubem ill,
WTIC, Hartford
WTVP, Decatur
wvkt. Rochester
"WW. I. Detroit
u w TV, Cadillac
wxix. Milwauki i
32
17
L06
7::
27
16
30
WITH-WXEX-TV, Baltimore I < '
W.I A R, Provideni i i !
W.li.M-TV. Lansing 13
WKAP, AUentown 58
w LOL, Minneapolis 1 13
WMAQ, Chicago 31
WMAR-TV, Baltimore . 103
WNEM-TV, Saginaw
w.\i u:, Norfolk
WOI-TV, Anns
\\,,\\ Omaha IBC
w i: i'.i„ Columbus, Ga.
WRCV-TV, Philadelphia
WREN, Topeka 102
w ii k\-t\ . Rockford I I
wi:< IP-TV, Chat tanoi 99
W Ri 'K. Rockford L09
i 1 I
106
1 15
1 19
- i
1 I -l
91
82
98
True or False?
KIFN reaches MORE Spanish-
speaking listeners now than the
total population of Phoenix in 1946!
TRUE ■ ■ ■ in 1946, National
Advertisers were using English radio to
sell to a total population of 73,832 in
Phoenix.
Today . . . cost-conscious National
time-buyers are discovering a NEW
MARKET for their clients: 85,000
Spanish-speaking Americans reached
over KIFN — the 100% Spanish-language
stationl
IF YOUR client was advertising on
radio in Phoenix in 1946, he can
now reach a BONUS MARKET over
KIFN ... at a FRACTION of his
1946 cost. For information, contact
NATIONAL TIME SALES
370 Lexington Ave,
New York 17, N.Y.
MUrrayhill 5-1300
HARLAN C. OAKES & ASSOCIATES
672 S. Lafayette Park PI.,
Los Angeles 57, Calif.
DUnkirk 2-3200
KIFN
860 Kilocycles • 1000 Watts
REACHING PHOENIX AND
ALL OF CENTRAL ARIZONA
WW/.. Detroit 124
This Index is intended as a service feature, as com-
plete and accurate as possible: but SPONSOR cannot
be responsible for changes too late to be recorded here.
SPONSOR
1 OCTOBER 1956
121
MAKE YOUR MARK
IN THE
MOUNTAIN WEST
with KSL-TV..
Your brand will
make a better impression
when you cover this area which
ranks the equivalent to
19th in population,
23rd in families and
33rd in effective buying income
You get unduplicated domination of
26 counties when you use
the area station
©
KSL-TV
SALT LAKE CITY
**prmtmntmd by C8STV Spof Salmt
P. H. McEiroy's P&G has stirred up a
Mm i \ dI excitement in the advertising
trade. I he source is a letter to the grocei j
trade stating that I'&G had assumed leader-
ship in the dentifrice field. According to
P&G's claim, its two brands, (deem and
Crest, as a combination are outselling the
combination of Colgate toothpaste and
Colgate"* other dentifrice. Hrisk. Colgate
has been in command of the dentifrice field for man) vears. while
P&G lias outranked its competitors in boxed laundry soap. Lux
remains kingpin among toilet soaps. P&G has been recently on the
march of diversification, moving into the cake mix, peanut luitter
and paper product fields. For year ending 3(1 June L956 I'M) had
a net income of $59,326,471. or $3.05 per -hare of common stock.
Lewis Gruber, president id I'. Lorillard
Co., has injected a new note into the highh
competitive tobacco indu-lrv with an eight
week campaign to introduce Micronite-
filter Kent cigarettes at popular prices.
\eu price was first announced oxer CBS
T\ network -how The $64,000 Challenge;
the cigarette compan) has since said that
within a week after the start of the cam-
paign it was showing "eminent!) satisfactory results."" Switch from
previous Kent theme of "If you smoke a lot. shouldn't you -moke
Kent? . aimed at heavy smoker, to theme directed at entire filter
market was developed In Gruber with newl) elected v.p. and direc-
tor of sales Harold Temple and Manuel ^ elleu. new director of
advertising and marketing. Gruber also developed Filter Kimis.
William R. "Billy" Goodhearr, Jr. has
I ecu named v.p. in charge of sales for the
NBC TN Network. The announcement was
made b) NBC's newlv appointed executive
v.p. in charge of tv network programs and
sales, Thomas \. \1< \\ it \ . Goodheart,
who joined NBC in \lav of this year, co-
founded Music Coi poration of Vmei ica in
1924. He retired from MCA in L943 as
executive v.p. Other appointments in the NBC sales organization
were: Michael II. Dann, v.p. tv program sale-: Waller I). Scott,
v.p. tv sales director, and Carl M. Stanton, v.p. tv programs and
sales, business affairs. Commenting on the appointments Robert
Sarnoff, president, expressed satisfaction thai such kev appoint'
meni- were all made from within the NBC organization's ranks,
122
SPONSl n;
i ii roBi i;
956
AMARILLO GAS
— a self -rising flower
H.LIl \1. the colorless, odorless, tasteless,
exceptional}) light non-burning gas,
conies from the natural gas and oil fields
around Amarillo. Recovery methods were
developed here; the main helium field and
recovery plant are important points of in-
terest. Once, when a slight touch of Pan-
handle weather turned the skv black and
slammed the temperature down thirty de-
grees, a transcontinental plane was grounded.
One of the impatient passengers, a high-
spirited fills from the Coast, checked in at
a hotel and bent the clerk's ear. "What's
there to see in Vmarillo?"
Civic-minded as all get-out, the hotel man
volunteered. "We have the onl\ helium
plant in the world."
The lad\ brightened. '"Indeed?" she said.
"Is it in bloom now?"
I he plant isn't in bloom, but Amarillo
and the Panhandle are. There's dough-on-
the-hoof and gold in the wheatlands. The oil
wells are in flower, the livestock market s
busy, the Amarillo area is, year after year,
first in the nation in retail sales per household.
Come pluck the liars.
KGNC
J \
Amarillo
AM-TV
AM: 10,000 watts, 710 kc. TV: Channel 4 • Represented nationally by the Katz Agency
SPONSOR • 1 OCTOBKR 1956
123
WXYZ-TV is Detroit
From its great inland waterfront to
the lawned streets of its wealthy suburbs,
Detroit is a city of contrasts and complexities.
Constantly absorbing the foreign-born and
the American migrant, Detroit produces a television audience
of broadly diversified tastes— an audience that the
diversified programming of WXYZ-TV continues
to please, to interest and to hold.
As an entertainment and sales-producing medium,
WXYZ-TV is Detroit in every way!
channel 7
WXYZ-TV Detroit
WABC-TV New York
WBKB Chicago
KABC-TV Los Angeles
KGO-TV San Francisco
owned and operated by the
American Broadcasting Company
.'I
M'OXSOH
1 OCTOBER 1956
Ill l»OIM TO M'onnoicn lor 1 October 1956
I t «nf iin(i-<l from ;><i<;<- - )
Tv's 20 million
from make-up
L & M innovation
stirs controversy
L & M to test
a mentholated
Magazines
promote NBC
color shows
Name pluggers
for AC Spark Plug
Will P&C boast
activate Colgate?
Welk beats
Sid Caesar
Manufacturers of make-up and skin-care items are spending well over
S20 million in television this year. Source of estimate: a New York
agency with make-up account. Figures compiled by the agency for
its client's perusal follow: Revlon, $7 million; Helene Curtis,
million; Hazel Bishop, $3 million; Ponds, $3 million ; Coty, $2
million (spot) ; Max Factor $1*5 million (spot) ; Mme. Rubenstein, $1.3
million (spot) ; Avon, $1 million (spot).
-SR-
Liggett & Myers innovation, half-hour trailer preceding the debut
of its Noah's Ark series, didn' t come off well with most of the
New York tv columnists. Unprecedented device wasn't favored, it is
reported, by McCann Erickson, but client felt that producer Jack
Webb's trailer idea would create excitement. It did-in an oblique
way among the critics.
-SR-
Liggett & Myers will start tests soon for its new mentholated brand
— Oasis. L & M agency is McCann-Erickson. Also reported about to
bring out a mentholated brand — in addition to its currently launched
Hit Parade filter-tip — is American Tobacco. Other mentholated ciga-
rettes currently using air media are Salem (Reynolds), Spud (Philip
Morris) and Kool (Brown & Williamson). Mentholated sales now con-
stitute 4% of the gross turnover.
-SR-
Add to RCA's current drive to get the sale of color sets off the
ground in a big way: an expenditure of $459, 175 for a short-term mag-
azine advertising campaign. The four-color pages in Life and Col-
lier's will promote the fact there's color programing on NBC every
day and evening of the week. The schedule - 10 pages in Life and 5
in Collier's - will run up to 25 December. This is in addition to
newspaper promotion.
-SR-
This may spark a trend: GM's AC Spark Plug division is casting its
commercials with a host of familiar air names. They include Phil
Harris and Alice Faye, the Stu Erwin Family, Paul Winchell, with
"Jerry Mahoney, " and Jonathan Winters.
-SR-
Station reps are wondering whether they can look forward to a heavy
splurge in the near future in behalf of Colgate's dentifrices.
Reason for this speculation: P&G issued a letter to the grocery trade
stating that, according to the latest Nielsen Food & Drug Index, it
is now leader in the toothpaste field. The way P&G put it: the com-
bined sales of its Gleem and Crest brands outsell the combination
of Colgate toothpaste and Brisk. The Colgate brand has dominated the
field for many years. P&G, besides hitting hard with air media,
performed a gigantic sampling job.
-SR-
What may be described as the first statistical phenomenon of the
1956-1957 network season: the opening show of "Caesar's Hour" (NBC
TV), a Trendex rating of 21.9 ; "Lawrence Welk" (ABC TV), 21.8. Com-
mon markets checked: 13. Contrast in talent costs: Caesar, $108,000
gross; Welk, $14,500 gross. The CBS opposition during this same hour,
"Two for the Money" and "Hey Jeanie," drew a joint rating of 8.9.
Combined costs of latter 2 shows: $54,000 gross. Perry Como preceded
Caesar with a 37.2. The week of 22 Sept. Welk ran ahead of Caesar.
SPONSOR
1 OCTOBER 1956
L25
SPONSOR
SPEAKS_
Celler's impact
Ranging from the emotional chargi -
hurled 1>\ Frank Sinatra to the sur-
prising!) candid testimon) of anti-
hunt chiel \ ictoi I [ansen, the ( lellei
hearings in New York have produced
plent) of the sinll ol which headlines
are made
Hut what does il all mean to the
nl\ ertiser?
Will Celler introduce legislation to
bring the networks under FCC regula-
tion? Will tlic networks evolve modi-
fied patterns ol operation? At this
point there are no answers. But, what-
evei happens, il seems clear that ad-
vertisers will nol be substantial!) af-
fected. I here seems to be no inclina-
tion on the pari ol the Celler commit-
tee - foi example, to harass lame adver-
tisers in ho have come to depend on
heav) use ol television as a mainsta)
in their marketing strategy.
Much of what is happening on the
( ongressional front toda) would nol
have c e to pa— had the FCC been
aide tn solve television's real problem
— allocations. Whatevei conditions
prevail which serve to limit television
competition stem not from the intent
ol the networks or other entities; the)
are simpl) a reflection of the shortage
ol stations for which past decisions of
the FCC are responsible.
It is against this historical perspec-
tive thai advertisers should view the
succession oi hearings. It has to be
lioine in mind as well that television
ha- sprung into adulthood more rapid-
l) than an) other medium in history.
Inevitably, a time had to c< • Eoj
pausing, taking stuck and adjusting.
We're confident thai whatever ad-
justment comes will in no wav dilute
the effectiveness ol television as an
advertising medium.
* * *
Elvis and the ratings
Beyond a doubt, Elvis has some-
thing.
Bui the ipie-tion that broadcasters
and others interested in the welfare of
our industrv should ask is whether the
something that Elvis has is suitable to
television.
\lin-k\ s burlesque has something,
too. And there's no doubt that if
Minsky's were highly promoted on tv
it would achieve a top rating. Several
years back we viewed an amazingly
glittering and unclad tv show on a for-
eign station (we happened to be attend-
ing the opening of the new studios).
It was a huge artistic success, yet it
was far from eligible for a showing in
this country strictly on the basis of
good taste according to U.S. standards.
It is apparent that Elvis-the-uninhib-
ited i tv version at least) violates the
standards of good taste for famil) con-
sumption. \ little of Elvis has done
the industr) no good: more of Elvis
ma) do it irreparable harm.
Why, then, are the frequently-barred
tv gates lowered for this personality?
The answer, in a word, is ratings.
I his makes us see red.
Ratings today have so hypnotized
the industrv that tliev transcend all
other considerations. The) decide
whether a show lives or dies, whether
a network gets the nod or av. whether
a station is a have or have not and
now whether had taste is acceptable
on the air.
Ratings, too, have their place. And.
properly used, an important place it is.
Rut the rating vardstick today lia> heen
inflated out of all practical perspective.
Will it take Elvi- (and an aroused
nation i to bring agencies, advertisers,
networks and other segments of our Ln-
dustr) hack to stark reality in their
use ol ratings?
* * #
Klaus Landsberg
W ith the passing of Klaus Lands-
berg, v.p. and general manager of
KTLA, Los Angeles, the industr) has
lost one of its most dynamic pioneers.
He was that rare combination ol the
technical man with manv electronic
accomplishments to his credit and the
creative programing planner. The
stimulation he provided on the Los
\ngele- scene and nationallv will lie
missed by all who knew him and his
name will figure important!) in the
history of telev i-imi s pioneering vears.
Applause
Practical prophet
Yesterda) (30 September) marked
the 50th anniversar) of Gen. David
Sarnoff's embarkati >n his amazing
careei in i adio and tele\ ision. Il is
carei i thai pel sonifies i he American
Dream the pom bul ambil ious immi-
I bo) who risen |u the head of a
billion-dollar-a-year corporation.
I n iclei to such a success stor) as
the \merican Dream is proper. Mil-
lions of us have dreamed it for our-
selves ai one I iine iii another, and mil-
lions ol ii- have discarded il as w ildl)
impossible.
believe that anything the human
mind can conceive -within reasonable
limits, id course mans ingenuitv can
supply," Sarnoff has said. Apparently
il lake- this special kind of believing
and ingenuitv to make a dream come
I l lie.
Sarnoff's entire career in electronic
communications has heen huilt on the
dream, the propheC) and the lulllll-
ineiii. In the <lav -ol w ireless teleg i a-
phy, be envisioned a "Radio \lu-ie
Box" becoming "a household uiilitv
in the same sense as a piano oi phono-
rraph." (See "Gen. Sarnoff: the 20th
( lenl in v - pracl ical prophet, page
10 I . He went mi in other dreams — of
networks to bring qualit) programing
to ever) corner ol the nation, of tele-
vision that "will tunc in movies, plays,
operas, baseball . . . news event-.
What distinguishes Sarnoff's dreams
from most is their scope and the fact
thai he ne\ ei lei them die. I te dreamed
an era. and he himself helped make
i li.it era come true.
Sal noil has l>v no means slopped
dreaming. Noi should we. II the
radio-lelev ision industrv continues to
dream a la Sarnofl then the next
half-cenlui \ should sec even gicalei
advances and achievements than the
last In the betterment of all mankind.
126
Sl'ONSOH
I 0< TOBER L956
You can Sell
the 9th U. S. Market
with One Dominant Medium...
REGIONAL RADIO
WOW
TWO AND ONE HALF MILLION PEOPLE . . . with over VA billion dollars to spend!
Radio WOW serves Omaha, Lincoln and Sioux City, Iowa — plus l%th
million MORE families outside those areas.
In total this is equal to the ninth market, population-wise in the U.S.A.
This amazingly rich farming-industrial population spends over 3^
Billion a year for goods and services. Are you getting your share?
GET THE COMPLETE STORY — New brochure tells all — the story of the
market, the audience and the programming that makes one-station
coverage (a media — man's dream) come true! If you've seen Bill
Wiseman's 1956 Presentation, you'll get a copy right off the press. If
you missed it — write us now for your copy.
FRANK P. FOGARTY
Vice President and General Manager
BILL WISEMAN
Sales Manager
ONE
medium
does it!
JOHN BLAIR & CO.
Representatives
■ epniiiKil by KATZ AGENCY INC
JOHN BIAIR 1 CO BLAIR TV, INC
MEREDITH "Radu <utd leievitio* STATIONS
affiliated with lll'lll'l' llllllll'N illlll liilllll'IIS and Successful Farming magazines
JOINT KMBC RADIO-TV PROMOTION
SETS BOX OFFICE RECORD IN K. C.
HERE'S THE «W"BY
STEP STORY:
LAWRENCE WELK
Slww
Municipal Auditorium Arena
Sept. 5 8:30 P.M.
SPOT TV went to work promoting the Welk per-
sonal appearance three weeks in advance of show
date. Promos announced the time, date and de-
tails of ticket availability. All seats for the per-
formance were reserved.
Gross Gate Receipts for KMBC - Promoted Lawrence Welk Show
Set 21 -Year One-Nighter Mark at Municipal Auditorium Arena!
KMBC-KFRM RADIO personalities, including Torey
Southwick, Buckey Walters, Bea Johnson, Dave An-
drews and Jim Burke, began plugging the appear-
ance and playing Lawrence Welk records at the
same time the TV boys opened fire.
A "MISS CHAMPAGNE MUSIC" contest was ht
on the high-rated afternoon Channel 9 featur#|
"Bandstand." From a total of 29 entries, 10 final
ists were presented August 27 on live camera, f
selection by audience write-in vote.
AUDIENCE VOTING was limited to the 43-hour
period following the telecast. Within that time, a
total of 3,749 votes were received — all stimulated
exc/us/Ve/y by broadcast promotion. No other medi-
um was used to encourage audience participation!
THE WINNER, 18-year-old Miss Margaret Rozgay,
was presented to KMBC-TV viewers on "NOON,"
Kansas City's highest-rated daylime variety show.
Rev Mullins, M.C., made the presentation and con-
ducted an interview.
LAWRENCE WELK and his "Champagne Lady
Alice Lon, made a personal appearance on "Ba
stand" the afternoon of the Arena show. Jo
Bilyeu, "Bandstand" host, presented the popul
stars to his teen-age studio audience and to Ch
nel 9 viewers.
'
£ OA COO GROSS GATE— the largest one-nighter box office take in the 21-year
"^ / history of the Municipal Auditorium — was recorded as a result of this
KMBC Radio-TV promotion. Tickets went for $2, $3, $4 and $5 a copy — and the hall was
jammed to capacity, seats being sold back of the stage. The entire Lawrence Welk promotion
— except for almost negligible newspaper publicity and a small ad in TV Guide, was con-
ducted exclusively by the broadcast facilities of the KMBC Broadcasting Company — KMBC
and KFRM Radio, and KMBC-TV.
The amazing record -setting results
of the Lawrence Welk promotion give
dramatic evidence of the effectiveness
of KMBC -KFRM -KMBC -TV sales
power. Perhaps your product or serv-
ice could use the same kind of smash-
ing broadcast impact. The man to see
for details is your Peters, Griffin,
Woodward Colonel.
See Peters, Griffin, Woodward, Inc. for availabilities.
the SWING is to KMBC "TV
Kansas City's Most Popular and Most Powerful TV Station
Basic ABC-TV Affiliate
1 1 rs Griffin.
■ lODWARD. it
DON DAVIS, First VP and Commercial
JOHN SCHILLING, VP and General IV
GEORGE HIGGINS, VP and Sales Mgri
MORI GREINER, Director of Television I
DICK SMITH, Director of Radio
...and in Radio, it's KMBC d/Kansas City — KFRM fan the State of Ka
j
JOY
30 B
ME* Y
T»K 2 0 H V
e magai tv advertisers use
15 OCTOBER 1956
50« per copy* $8 per year
m
MM
RECEIVED
Storz Stations801 1 5 1S56
St at XXS IR,e;p OI?i?c G£N£RAL ubrary
MINNEAPOLIS-ST. PAUL
Now in* first place, per all-day Hooper average! Spectacular
growth per latest Nielsen, and per latest Pulse. Talk to JOHN
BLAIR or WDGY GM Steve Labunski.
OMAHA
Now in its sixth year of first place dominance. Latest Hooper —
47.7%. First on latest Pulse and latest Trendex, in all time
periods. Contact ADAM YOUNG INC. or KOWH General
Manager Virgil Sharpe.
KANSAS CITY
First per Hooper, first per Area Nielsen, first per Area Pulse, first per
Metro Pulse. 85% renewal rate among top 40 advertisers proves
vitality. See JOHN BLAIR or WHB GM George W. Armstrong.
NEW ORLEANS
Still rocketing, still leading, with increasing margins all the time, per
latest Hooper. And wait 'til you see that newest Pulse. Ask ADAM
YOUNG INC. or WTIX GM Fred Berthelson.
"WQAM
MIAMI
Now bringing Storz music, news, ideas, excitement to all of
Southern Florida, with 5,000 watts on 560 kc. WQAM is already
a fine Miami buy, as JOHN BLAIR or GM Jack Sandler will
demonstrate.
So today, in all of these important markets,
you choose well when you choose
T:h.e Storz Stations
Today's Radio for Today's Selling
Todd Storz, President
FEATURE FILM
IMPACT ON T\
page 27
race with tv
page 34
Freiricfi beat
the tv-jeebies
page 36
FARM RADIO
SECTION
starts page 39
Does the U.S.
farmer still
have mon
pa*'"
One supermarket chain sold 216,000 boxes of strawberries
in less than three hours as a result of a single
20-second announcement on KPRC-TV! For more than
seven years advertisers have known the dynamic and frequently
dramatic selling power of Houston's Channel 2.
Today more than 250 local, regional and national spot
advertisers are selling the Golden Gulf Coast market
via KPRC-TV. Accelerate your sales.
Use Houston's experienced station . . . KPRC-TV.
KPRC-TV
HOUSTON
CHANNEL
JACK HARRIS, Vice President and General Manager
JACK McGREW, National Sales Manager
Nationally Represented by
EDWARD PETRY & CO.
FIRST
TV —
WITH OVER
7 0 0
MAN-YEARS EXPERIENC
—
CF puts shows
on sharing block
20th Century-
NTA deal
pending
Englander may
stalk Sealy
NBC's WBUF
enjoys conversion
boom
Report Kintner
resigns
Edwin W. Ebel, General Foods marketing v. p., will entertain any co-
participating offers for the 4 half-hour shows the account has debuted
on the networks this fall. The shows: Hiram Holliday, Zane Grey,
77th Bengal Lancers and West Point. The reason: because of changing
market conditions for some of its brands, GF finds its tv budget some-
what overextended. Quarters involved are the last of this year and
the first one of next year. GF's budgetary year ends 31 March.
-SR-
Deal for National Telefilm Associates to acquire 400 additional fea-
tures from 20th Century-Fox was still in negotiating stage at SPON-
SOR'S presstime. Spyros Skouras, 20th's chairman, told SPONSOR
negotiations had not yet reached stage where he could present final
proposition to his board. Skouras admitted deal involved a partner-
ship in NTA's film network, but said extent of 20th's participation
in the network had not been ironed out.
-SR-
Englander bedding is mulling a novel coverage pattern for manufac-
turers with plants located in multiple parts of the U.S. The plan,
as submitted by North Advertising, Chicago, calls for buying spot tv
campaigns on clusters of stations. There would be a cluster for each
of Englander 's 16 factories. The choice of markets would be deter-
mined by this yardstick: whether the station's area is close enough
to the nearest factory to make it profitable to ship to that area.
Englander spot campaign would entail around Si. 5 million. The com-
petitive target: Sealy co-op groups which represent 31 factories.
-SR-
Revealed by NBC during dedication of its WBUF television center 11
October: as result of high-powered promotion campaign since network
took over WBUF, uhf conversion has gone well over 50% and sales of
all-channel sets have boomed. RCA distributor said September sales
doubled August's, GE distributor reported 35% increase in September.
-SR-
Is Robert Kintner resigning as ABC president? Officially, at SPON-
SOR'S presstime, ABC-Paramount Theaters Inc. spokesman denied report.
But this was unofficial story from multiple sources: (1) Board asked
for Kintner 's resignation in meeting last week; (2) announcement would
follow settlement of Kintner 's contract which has 15 months to run.
This is SPONSOR'S last bi-weekly issue. First weekly out 27 October
This issue, SPONSOR'S 229th in 10 years of publishing, is the
last bi-weekly; on 27 October SPONSOR goes weekly. Readers will
find the new weekly completely redesigned, news-paced and packed
with new features but built around the basic use article format
of SPONSOR bi-weekly. For SPONSOR'S editorial promise to its
readers and more detail on SPONSOR'S weekly concept, see p. 136.
BPONSOR. Volume 10. No. -I. 15 October 1956 Published biweekly bj SPONSOR Publications Inc. Executive. Editorial. Advertising, Circulation Offices. 40 B. 49th St.. New
York 17. Printed at 3110 Elm lie, Baltimore, Md. $8 a year In U.S. $9 elsewhere. Entered as second class matter 29 Jan. 1948 at Baltimore postofflce under Act ot 3 Mar. 1*79
Itll'OIII TO SI»0\SOIIS for 15 October 1956
Why Pabst
quit Wed. fights
5 looming spot
tv campaigns
New record sales
for spot radio
Monopoly reports
likely in Jan.
Philco's return
net tv undecided
ARF study may
measure tv ads
Pabst's decision to quit sponsorship of the Wednesday night fights
on ABC was based on multiplicity of reasons; These include: (1) sales
have been steadily going down and a new president has taken over; (2)
familiarity with the commercial thame on these fights the past 7 years
has made it increasingly tough to excite the consumer; (3) realiza-
tion of "too many eggs in one basket" (percentage of the ad budget in
tv) for too long and (4) Pabst's top management had become disturbed
about the scandals accruing from the boxing business the past year.
How this ex-fight money will be allocated or what agency will spend
it has not been disclosed. Leo Burnett got this $4-million account
from Warwick & Legler early last year.
-SR-
Some spot tv buys coming up: (1) Birdseye (Y&R) in Philadelphia, L.A.
and other markets, with plans for a line kid show, if available; (2)
Chrysler (McCann, Detroit), I.D.'s, 20 and 60-second films, 28 Octo-
ber-16 November; (3) Kaiser Aluminum (Y&R), daytime 20 seconds and
minutes, in about 25 markets, 8 weeks starting 29 October; (4) Fletch-
er's Castoria (Sterling Drug-Carl Brown Co. agency), daytime minutes
and chainbreaks in around 20 markets; (5) Revlon, for new products,
(Emil Mogul), prime minutes and chainbreaks for 10 weeks in test
campaign in several markets.
-S3-
Saturation campaigns contributed by the cigarettes and the automotives
should in themselves suffice to make this a record fall in spot radio.
Meanwhile SRA reports August sales in spot radio showed an increase
of 28.5% over the August, 1955 total. The figure for this August was
The first 8 months of 1956 were ahead of the like period
Both August sales and this year's 8-months' tally
$10,601,000.
1955 by 21.5%.
represent peaks.
-SR-
Two congressional reports that will be of great interest to tv adver-
tisers will probably be issued in January. One is the Celler House
Anti-Trust Committee's conclusions on alleged monopoly hearings.
Other report will deal with findings and recommendations stemming
from probe conducted by Magnuson S3nate Commerce Commission on similar
subj ect .
-SR-
No decision by Ph i 1 c o whether with switch of its advertising to BBDO
1 January it will return to network tv. Philco advised SPONSOR it
was too early to tell what new media allocation would be. With co-op
included, ad budget on new year could run to over $12 million. No
announcement at SPONSOR presstime of Zenith's new agency home. BBDO
has been handling all Zenith but hearing aid.
-SR-
ARF's PARM Study Committee has come up with new method for measuring
the readership of printed media which may be applied to all visual
media, including tv. The device will be unveiled at an ARF confer-
ence 29 November. PARM stands for Printed Advertising Rating Methods.
-SR-
( Sponsor Report* continue* i»<k/<- 135)
SPONSOR
L5 o( roBER L956
MORE
AND
MORE
ADVERTISERS USE
THAN
ANY
OTHER
RADIO
STATION
Represented Nationally by GILL-PERNA INC. - New York, Chicago, to$ Angeles, San Francisco
SPONSOR • 15 OCTOBER 1956
advertisers use
15 October 1956
Volume 10 Number!
ARTICLES
Feature Hint's spectacular impact
Avalanche of major-studio Hollywood product will have far-reaching impact on
tv, changing soot buying patterns, affecting role of independents, boosting
fringe time
Is Detroit's spot strategy a media )lodel-T?
Are automotives getting their spot dollar's-worth? SPONSOR visits Detroit,
analyzes factors it, car companies' mis-use of spot radio and tv »»!#
I an Elvis sell soap?
Elvis and rock-'n'-roll have captured the teenage audience. Here is an evalua-
tion of this teenage market as real and potential consumers «> —
llelene Curtis' race with tv
Network tv gets more than half of Helene Curtis Industries' $10 million ad
budget, with multiple-show pattern selling multiple-product line of toiletries »>'l
.So your budget is too low for tv
SPONSOR recaps and evaluates the advertising pattern that has increased
Freirich tongue's sales by 200% during the product's first 12 months on the air li(i
.VIII \\\l fAL FARM SECTION — starts page Hit
1. The V.S. farmer: better off in many wags
While farm prices are a problem, fewer farmers are sharing farm wealth.
Stories in chart form detail farm mechanization, growth of family amenities '"'
2. Status of form radio €ind tv
Programing to radio and tv's biggest specialized audience is increasing. Farm
tv is growing in importance as tv ownership increases 25% in one year / /
'{. I arm radio-tv stations
A cross-section of farm radio and tv stations with facts about amount of pro-
graming, names of farm directors, power, frequency, network affiliation, etc. ;j f
COMING
I irsi issue of the new weekly SI*0\SOII
Readers will find many changes in the new weekly SPONSOR from a com-
pletely redesigned format and cover to the date of issue which is designed to
put copies in readers' hands just before each weekend 27 Oft .
I Oth anniversary section
First weekly is>,tie falls on SPONSOR'S 10th anniversary. Features include a
profile of Cameron Hawley, author of "Executive Suite," who was the first Mr.
Sponsor we interviewed 10 years ago. a historical cavalcade of the industry; ,tmr ..
many other keepsake features ■" ' IrCI<
DEPARTMENTS
AGENCY AD LIBS
AGENCY PROFILE, James S. Bealle
FILM NOTES
49TH & MADISON
MR. SFONSOR, Horry Patterson
NEW & RENEW
NEWSMAKERS
NEW TV STATIONS
P.S.
RADIO RESULTS
ROUND-UP
SPONSOR ASKS
SPONSOR BACKSTAGE
SPONSOR SPEAKS
TIMEBUYERS
Editor and President: Norman R. Glenn
Secretary-Treasurer: Elaine Couper £t
Vice President-Genl. Manager: Bernard
Executive Editor: Miles David
News Editor: Ben Bodec
Senior Editors: Alfred J. Jaffe, Evelyn Ki
W. F. Miksch, Jane D. Pinkerton
Assistant Editors: Robert S. Solotair,
Morse, Joan W. Holland, Erwin Ephron
Contributing Editors: Bob Foreman, Joe C
Art Editor: Phil Franznick
Photographer: Lester Cole
Advertising Director: Arnold Alpert
Advertising Department: Charles W. G«
New York Headquarters; Kenneth '
Midwest Manager; Edwin D. Coope1
Manager; Jean Engel, Production
Charles L. Nash, Marilyn Krameisen, £t
Becker
Circulation Department: Milton Kaye, i
Bynoe, Emily Cutillo, June Kelly
Administrative Coordinator: Catherine !
Rose
Accounting Department: Laura Oken, L
Fazio
Secretary to publisher: Carol Gardner
lied blwerkl) b> SPONSOR PUBLICATIONS!
combined viitli TV Executive, Edllorla! Olrculal
Vclvei : 0 ' Hi K 190) si 19th « I
Ni « i'orh 1 ;, \ ^ Tele] tie Ml'rraj II
tMTln 1 1. 1 I Grand \>r I'limii
Lot Am:. -Irs Office '>"v Sunset B«i*
Phi ne BOIlywo <l I 8089 Prlntlns Office: 3111
\ i Ball iin.-i. I I Md siii i i, lulled •
If i >• .i: Canada ajul forolcn $!• Single
III I s \ Vddrrss all mi
I IDtll si \. Fork i: N ! MTJrriJ II
' i.i.i wr.r,. sponsor publications inc
*
MORE AUDIENCE THAN
ANY STATION IN HOUSTON
THAT'S WHAT
WNBF-TV, BINGHAMTON, N.Y.
DELIVERS DAY AND NIGHT
SEVEN DAYS A WEEK-AT
LOWER COST PER 1000.
YOUR BLAIR-TV MAN HAS
THE EVIDENCE FOR YOU
Also more audience than any
station in Baltimore, Kansas City,
Buffalo, Minneapolis-Sf. Paul,
Milwaukee and other major
markets; at lower cost than
every station in eight out of
the ten major markets.
Telepulse, December, 1955.
WNBF-TV
BINGHAMTON, NEW YORK
QBQ Channel 12
NBC-TV • ABC-TV
operated by: Radio and Television Dlv. /Triangle Publications, Inc. / 46th & Market Sts., Philadelphia 39, Pa.
WFIL-AM'FM'TV,Phlladelphia, Pa./ WNBF-AM >FM>TV, Blnghamton, N.Y.
WHGB-AM,Harrisbur9. pa. / WFBG-AM • TV Altoona, Pa./ WNHC-AM • FM • TV,Now Haven, Conn.
SPONSOR
15 OCTOBER 1950
We have
the Prettiest
Listeners !
No, the surveys do not measure
audience pulchritude . . . yet.
But the most beautiful girl in
California is a KBIG fan — Shirlee
Garner Witty, shown arriving from
Cataiina at the Long Beach Miss
Universe contest. Shirlee won the
KBIG MISS CATALINA beauty
contest, then went on to become
MISS CALIFORNIA.
ii you Mill iliink ;i pretty gir) ad should
point a moral, well . . .
1. Thousands of Southern Californians,
prett) and otherwise, are magnetized to
KBIG l>\ .1 quality music-news opera-
tion, plus continuing advertising and
promotions like the Miss CATALINA
exploitation.
2. Awards, more inanimate (bul more
m^iiiIn .ml ) imud ihc KBH. mantel . . .
the four annual Golden Mikes ol the
Radio relevision News Club ol Southern
( alifornia, the California state Fair Pub-
lic Acceptance Award, the eight plaques
ol the RAB Radio Gets Results contest
and the similai trophies ol the Advei
tising Association ol the West and Los
Angeles Advertising Women.
Yom Weed man can interpret how the
vitality and prestige ol KBIG lit the
same qualities of your advei tising,
the Cataiina Station
10,000 Walls
JOHN POOLE BROADCASTING CO.
31
1
J
w
6540 Buniet Blvd.. Los An[
Tn/rphonn HOllywc
»!<•» 28, Cilllc
>d 3-370S
Nat. Rep. WEED and Company
K01/ S. If it 1 slim- Jr., Roy S. Durstine, Inc.,
Veil York, is a < native account executive with
that agency. He asks: "Have you ever noticed a
client's face turn gray when next year's media
plan is presented and you come to the section
marked 'television?' " Says he: "Almost the first
reaction is the comment. 'But are you sure we're
big enough?' \lan\ advertisers, small and large,
who could get excellent results from television
are being scared off because they don't realize
what good use can be made of this medium with-
out spending millions for time and talent. Nobody's
afraid of newspapers, which are bought simply on
the basis that they can sell merchandise. There
are a great many tv salesmen ivho emphasize
sales power rather than the size and hoopla of
packages. Hut more oj them are needed." i See this
issue, "So your budget's too small for tv." page 36.)
David A. Brown of Guenther, Brown & Berne.
Inc., Cincinnati. Ohio, states that at his agency.
"we are firmly convinced that no station or jiro-
gram whether television or radio has a lock
on all the listeners. And whenever you find a top-
rated program yon can start looking for a 'sleeper'
on another station which, when properly programed,
can produce a winner for some client. Orson V ells
proved this when he panicked the country oppo-
site Jack Benny and every year television pro-
duces 'giant killers' who slay the top-rated pro-
grams and stars. These arc the bins we look lor.
particularly for local and regional clients who arc
on the verge of being priced out oj the ti mar-
ket by Spiralling rates. Similarly, we've often
been aide to deliver mine impressions with a
block of carefully selected B and C times than
can be done with a single A A announcement which
costs much more than the daytime total."
Jacqueline tfoore, BBDO, Veic York, feels
that great radio impart may be achieved in the
late afternoon. In her words: 'Allien buying
time, the best slot is still the early intoning lot
a general audience. However, the period from
4:00-6:00 p.m. should not be overlooked. True."
Jacqueline continues, "you do get a lot of stations
programing to the teenager at this time: but more
anil more stations are realizing that there is a
growing numbei of men driving Inane from n<al..
This is the time to remind them to pick up the cli-
cut's product particularly beer, shaving aids, auto-
motive products and the like. More and more
stations are adapting a musi< and-news format
and are adding sm h extias as programs lor the
drivers, community projects and remote news pickups
thereby giving an individuality to the station."
SPONSOR
<>< TOBER L956
SHREVEPORT
MAKES SPLASH IN TURKEY CREEK!
CWKH inundates an 80-county daytime SAMS area,
covering an almost endless list of cities, farms
and settlements — including even Turkey
Creek (La.)!
Ve're "in the swim of things" at home in Shreveport,
too. The March, 1956, Pulse credits KWKH
with top rating in 55' , of all daytime quarter
hours— IN 100', OF ALL NIGHTTIME
QUARTER HOURS!
]ost-per-thousand homes is 46.4' , less than the second
Shreveport station. Get all the facts from
The Branham Company.
KWKH
A Shreveport Times Station
I TEXAS
SHREVEPORT, LOUISIANA
Nearly 2 million people live within the KWKH day-
time SAMS area. lArca includes additional counties in
Texas. Oklahoma and New Mexico not shown in map).
ARKANSAS
50,000 Watts • CBS Radio
The Branham Co.
Representatives
Henry Clay
General Manager
Fred Watkins
Commercial Manager
KPQ
RADIO RANCH
Wenatchee, Wash.
Covers an
11 County
farm belt
of the Pacific Northwest
Naturally, as an ad manager, AE,
or time buyer, you want some facts
and figures. Okay, the area covered
by KPQ ranks first in the nation in
apple production, second in pear,
third in apricot and cherry, and
fourth in wheat production. In ad-
dition, farm publications will show
you that the ll-county area is im-
portant in beet, low crop, seed
crop, livestock and feeder cattle
production. ALL THIS, plus nearly
a million new acres of Columbia
Basin farm land just coming into
production.
This Area Represents
46%
of Washington's Farm Income
Total annual income of the area is
$505,867,000. Each man, woman,
and child has $936.80 to spend —
well above the national average.
Yes, and we of
KPQ have dirt
between our toes, too
Sure we get out and ride the trac-
tors, look over the stock, check the
fruit and field crops. And we take
our tape recorder with us, or bring
the farmers and extension agents
back to the studio for personal in-
terviews. KPQ's farm news and farm
shows are made up of PEOPLE
WHO KNOW. The farmer likes it
this way, the advertiser likes it this
way, and we like it this way.
5000 W
560
KC
2 Farm
Da
Shows
iy
5:25 t
12:30 t
3 7 am
> 1 pm
Represented nationally by Forjoe and Co.,
regionally by Moore and Lund, Seattle.
Write us for any farm and market in-
formation you want. If we don't have it,
* II get it I
by Bob Foreman
The trade press thrives on aossip
Among the more unsavory traits of adolescence manifest
by our fair industry are a burning love of gossip and a press
that thrives on same. Since accuracy is seldom a criterion
of juicy chitchat, much of what we read about our business
is either devoid of fact or merely tinged by it. I regret that
sometimes (thank goodness) rarely, the above can be applied
to the chaste pages of the magazine to which I contribute.
For example, in the opening pages of a recent issue out
editor- leaned rather heavily, twice in fact, on a reference to
the ad agency which employs me. stating flatly that a recent
occurrence there demonstrated both a loss in favor and a loss
in billing on one of our account-. Neither i- the case.
It just so happens that 1 was part and parcel of the tele-
vision decisions made by this advertiser which, a- a result of
some rather adroit moves, surmounted the inflexibilities ot
network television and made possible a seasonal use of the
medium in Class "A"* time, on a major network, with top-
drawer programing.
In addition to a huge increase in television dollar-, this
move was made through the agency which employs me and
established us a- agency-of-record for both network proper-
tie-, the advertiser's first venture into program-. Now if this
be loss of favor, make the most of it, ye editors!
I suppose it is a bit unfair for me to point a finger at these
gentlemen since their competitors are equall) fanciful. Hut
I mu-i say, in defense of the practitioners of this business
lin conira-t to the writers-about-it), thai there is deep, con-
tinuous, and well justified resentmenl ol the loose-tongued
type ol commentary we are SO often subjected to and are
the subjects ol.
i Please turn to page !>() i
L
ettt
>rs to
Bob
I
ore man
are
welcomed
Do
\ on
ill li ii \ S
agree
in
ili the <>ii
nions
Bob 1
oreman ex-
presses in
[gem )
/</ Lihs
'/" />(>// and the
editors
of SPONSOR
II Dllll/
be 1
t<//>/U /'
receive
and print
comments from readers.
iddre
\ s Bob 1 "I email . C
a
SPONSOR,
Id /•'.
49 St.,
\ hi ) m I,.
Sl'ONSOH
15 OCTOBER L956
A New link in the Chain of
COMMUNITY SERVICE
Serving Tampa, St. Petersburg and 130
other growing Florida communities, making
the WTVT viewing area the 36th largest
year-round market in America.*
♦Source: SRDS Retail Market Data
Owned and operated by The WKY Television System, Inc.
WKY-TV and WKY Radio, Oklahoma City • WSFA-TV, Montgomery, Ala. • WTVT, Tampa, Fla.
REPRESENTED BY THE KATZ AGENCY
**
■■■L
(3
Put your small change in Rac
\
make a big change in your sales*
*You're looking at a lot more coin than you think.
Adds up to eightj two dollars, when you take a close look.
And spot radio toda\ is coining a lot more m \ than you might think
The reason's simple. More and more advertisers are learning this basic fart
for just " small part of your budget, you <-<m reach more people,
more oftt ». with radio than with any "tin r medium.
When i/kii want to coin monej in the country's 11 richest markets, call .. .
CBS RADIO S POT SA LE S
Itepres, niint WCBS New York — WBBM, Chicago — WCCO UinneapoUs-81 Pau]
KNX. Los Ingeles- «< w Philadelphia « EE1, Boston- KMOX, St. Urals- Ki B9 B in I ranolaoo
wht, Charlotte— WBVA, Richmond— WTOP, Washington- KSL. Salt Lake City— koin, Portland, Ore.
V7MBB, Jaokaonvllle — The Columbia Paolflc and Columbia New England Radio Networks.
NOW ... Hooper and Pulse Agree!
Radio Station in Houston is
l/7n
Hooper May thru July 1956
Monday thru Friday Monday thru Friday
7 A.M.— 12 Noon 12 Noon— 6 P.M.
Sample Size— 18,628) (Sample Size— 23.040!
KNUZ
23.0
Net.
Sta.
"A" —
12.1
Net.
Sta.
"B" —
9.4
Net.
Sta.
"C" —
11.7
Net.
Sta.
"D"
13.8
Ind.
Sta.
"A" —
5.9
Ind.
Sta.
"B"
6.7
Ind.
Sta.
"C" —
13.8
KNUZ
23.2
Net.
Sta.
"A" —
12.5
Net.
Sta.
"B" —
8.4
Net.
Sta.
"C" —
11.8
Net.
Sta.
"0"
7.7
Ind.
Sta.
"A" —
7.2
Ind.
Sta.
"B" —
9.6
Ind.
Sta.
"C"
11.1
Now . . . KNUZ is the Leader by a GREATER MARGIM—
Yet the rates are Low, Low, Low! Join the Rush tot
Choice Avails.
In Houston the swing is to RADIO and Radio in Houston is . . .
HOUSTON'S 24 HOUR MUSIC AND NEWS
National Reps.: Forjoe & Co. —
New York • Chicago • Los Angeles •
San Francisco • Philadelphia • Seattle
Southern Reps.:
CLARKE BROWN CO.—
Dallas • New Orleans • Atlanta
IN HOUSTON, CALL DAVE MORRIS, jAckson 3-2581
ftt\
\l
IIQD
i
MADISON
sponsor invites letters to the editor.
Address 40 E. 49 St., New York 17.
SPOT BUYING PROBLEMS
Your article in the 17 September
issue on "How to make spot radio and
tv easier to buy" was an excellent ap-
praisal of a very perplexing problem.
I tell these same things to am
broadcast media salesman who will
listen to me. And 1 don't stress all of
the complications involved in time-
Inning just to complain. I explain
■ in many problems along these lines
to salesmen land main of them are
very close friends of mine I because I
am firmly corn inced that a great many
of them lose business because the ap-
proach to buying print media is so
much simpler than broadcast.
One of our chief problems is in net-
ting complete and accurate informa-
tion. Invariably, we must call back
two or three limes for additional in-
formation i that we had asked for orig-
inalK I or for clarification of avail-
abilities submitted.
We, too. have experienced difficult)
in having ^po|> 120 on the air as or-
dered. For example, we placed a
health) spot tv schedule this spring for
General Petroleum Corp. Four of the
five spots that were scheduled for the
first air date did not run and . . . you
guessed it . . . the client was watch-
ing!
Billing is also another major prob-
lem. We placed a schedule on about
34 t\ stations last Ma\ and there is
still one invoice thai is incorrect even
after main, main letters to the station
involved !
Phis i>- a pel peeve of mine . . .
probabl) because it is one phase of
media selection that could stand the
most improvement. Tin working to
trv to solve --nine of the problems and
I hope I'm nol alone.
George Anthoni
Med hi directoi
Stromberger, 1. 11 I erne, McKen:ie
Los Angeles
• Reader Anthonj la nol alone. SPONSOR, re-
ceiving men) letteri concerning ihi- problem,
Mill continue 111 fighl to make spot easier to bay.
I.-'
SI'ONSOK
15 OCTOBKR 1 '>.")(.
YOURQ
FOR COLOR
Chicago homemakers get bright buying ideas in color
these days from "Bob and Kay with Eddie Doucette."
This mid-da) WNBQ favorite (12:30 to 1:30 pm dail) |
currently sells in COIOR foi such leading advertisers as
American Home Foods, Coty, Inc., International Cellu-
cotton and Rockwood Candy.
The stars of this show — Boh Murphy, Kay West (all and
than 200 advertisers on WNBQ since 1950. And 'Boh
and Kay with Eddie Doucette" is only one ol many
programs included in the more than 30 hours "I local
WNBQ color Ill,u presented weekly foi ovei in local
and national spol advertisers.
This is youi cue to sell in color, too. B) .ill means the
place to do thai is WNBQ, where color is proven
Chef Eddie Doucette — have sold successfully for more through and through.
WNBQ
leadership station in Chicago SOLD 81
NBCl SPOT SALES
SPONSOR • 15 OCTOBER 1956
13
WCDA-B
WAAM
WBEN-TV
WJRT
Albany
Baltimore
Buffalo
Flint
WFMY-TV
Greensboro
WTPA
Harrisburg
WDAF-TV
Kansas City
WHAS-TV
Louisville
WTMJ-TV
Milwaukee
WMTW
Mt. Washington
WRVA-TV
Richmond
WSYR-TV
Syracuse
The only
^^^^^^^^^^^^^^•^^■■■■■■■■■■■■i
exclusive TV
Harrington, Righter and Parsons, Inc.
national
NEW YORK, CHICAGO, SAN FRANCISCO, ATLANTA
representative
listeners than any
other Baltimore
radio station . . .
STiore PUSH lor your 6ale& meddage
fffjjll So^W^'a Seifc B
MEMORABLE EVENT
I want \ ou to know that I deepl)
appreciate the splendid story and edi-
torial which sponsor published in con-
nection with m\ 50th anniversary in
radio, television and electronics . . .
thank you for all you did in print to
make it a most memorable event.
David Sarnoff
Chairman of the Board
Radio Corporation of America
Vew York. N. Y.
NEGRO RADIO
Just completed a thorough reading
of the special annual Negro Radio is-
sue, and as usual it's a honey.
I am certain that many other per-
sons like m\self engaged in broadcast
planning and buying will find it an in-
dispensable reference tool.
Just one correction however, which
I feel should be noted. On page Yr>
you devote a number of paragraphs
to the use of Negro radio in the New
York area b\ our client Liebmann
Breweries on behalf of Rheingold
Beer. The schedules referred to i as
reported by Broadcast Advertisers Re-
ports) are not the special Negro sched-
ules, since BAR only monitors the net-
work affiliates and top independents.
Therefore the total of 88 announce-
ments weekh \<>u refer to is actually
a small part of the week-in and week-
out regular schedule. . . .
Peter M. Bard a < h
Foote. Cone tV. Belding
Xeic ) ork. Y. )'.
t
I believe as a whole, the (Negro)
edition is well put together, informa-
tive, and explains the tremendous po-
tential of the nation-wide Negro mar-
ket.
fnere is just one thing which causes
\\(.IIB some concern, as follow*:
On page 1!! we are listed wrongh
as is the Flint station. Also, it does
not mention our national rep., the
John E. Pearson Company .
On pane 22. under the Michigan
heading, our call Letters arc listed in-
correctlj .
I understand perfectl) what a monu-
mental job it has been to compile all
the figures. However, we are disap-
pointed thai the above errors had to
be concerning \\ (1MB.
\\ ii. i.i \m J. Join
General manager
wain
Inhster-Detroil
I 1
SI'ONSOH
5 OCTOBER 1950
The
KING HAS ARRIVED
Along with such stars as
SPENCER TRACY
JOAN CRAWFORD
ROBERT TAYLOR
THE MARX BROTHERS
GREER GARSON
KATHERINE HEPBURN
in the
FABULOUS MGM FEATURE FILMS
at 9 p.m.
EACH NIGHT ON CHANNEL 2
THE WORLD PREMIERE OF THE
M-G-M MOVIE THEATER STARTED
OCT. 8TH ON DENVER'S CHANNEL 2
These Accounts are Already Participants
WHITMAN SAMPLER CANDIES COLGATE, HALO SHAMPOO MILLER'S SUPER MARKETS
AMERICAN CHICLE, CLORETS LEVER BROTHERS, WISK DOWNING'S APPLIANCES
PLYMOUTH ARMSTRONG TIRES TOWN TALK BREAD
Availabilities Going Fast
HOW ABOUT YOU?
Special introductory rates. Act now! Contact any Blair Television
Associates Office or phone collect. .. Hugh Ben Larue, Executive
V.P., KTVR . . . KEytone 4-8281, 550 Lincoln St., Denver, Colorado
CHAMNE
SPONSOR • 15 OCTOBER 1956
15
THE VIRGINIANS:
one of a series of paintings
of Washington by William Walton
commissioned by WTOP Television
at Broadcast House, Washington, D. C.
Operated by The Washington Post Broadcast Division
Represented by CBS Television Spot Sales
L6
SPONSOR
15 OCTOBER 1956
f*
t
fm
ft
|L *
f -
>/
4
■ i
*<
THE VIRGINIANS by William Walton.
Seventh of a series of paintings of Washington
commissioned by WTOP Television
at Broadcast House, Washington, D. C.
Operated by The Washington Post Broadcast Division
Reprints oj this series available on request.
by Joe Csida
Moral for Stevenson and admen: wateh Intrusions
The agency and broadcaster brains behind the television
and radio phases of the Democratic campaign ran into a little
difficulty with one of their video vote-getting gimmicks last
week. The Dems have purchased five-minute filmed "spots"
to play after some of the higher rating shows. One such spot
is a "Name That Candidate" film, which was slotted after
the Name That Tune show on CBS TV Tuesday night. On the
show that stanza were a Mr. and Mrs. Reuben Keil. who had
been wed the week before their appearance on Tune. Mrs.
Keil had won $20,000 on the show, and pictures of her wed-
ding were being shown, when suddenly the show was cut off
the air, and the Stevenson political film run in its place.
Letters, phone calls and wires poured in on CBS. The
following day Stevenson wired George DeWitt, the emcee of
"Name That Time," as follows:
"Sorry about abrupt switch of show. Neither I nor Sena-
tor Kefauver nor the Democratic National Committee in-
tended to deprive your show of the climactic last moments
... of suspense."
Mr. Stevenson's apology was read over the air by DeWitt
but as is usually the case in situations of this kind, there was
no way of telling how many of the viewers who had seen the
cutoff, and resented it, were tuned in to the apology.
There is no way of telling, certainly, how many of the
viewrers resented the intrusion of the Democratic political
pitch enough to vote Republican. The incident, of course,
points up one of the dangers in the spot technique described
above.
Viewer resentment of this nature brings to mind another
type of "intrusion," which seemingly more and more people
who watch television are finding unattractive. On many sta-
tions throughout the country what certainly seems to be an
exorbitant number of spots are sold as commercial inserts in
feature film presentations. Here in New York stations have
received hundreds of letters from viewers claiming that the
frequency of commercial cut-ins completely destrovs what-
ever pleasure the viewer might be able to get from watching
a good movie on tv.
Today with stations throughout the country making ar-
rangements to present the tremendous quantity of fine newl)
released (for tv) major motion pictures this problem as-
( Please turn to page 82)
LOS ANGELES
16.9 RATING,
25.1% AUDIENCE
SHARE
and in San Diego: 27.4 rating,
47.8% audience share
Highest rated in its time segment:
Sacramento: 16.5
Portland: 17.8
Seattle-Tacoma: 22.7
San Francisco: 12.3
Several east coast and mid-west
markets sold for fall start.
Many good markets from coast to coast
already bought. Yours still available?
Rating source on request
Write, wire, phone
ABC FILM SYNDICATION, INC.
10 East 44th Street
New York City
OXford 7-5880
SPONSOR
15 OCTOBER 1956
17
Ratings make t
but it takes resu
e first time —
e them renew
at^VHB .
Sure, Willi dominates Kansas City on
every national survey. Sure. Storz Station music, news
and ideas attract tremendous audiences— which in
turn attract advertisers. But it takes results to make local
advertisers come back for more. And WHB is Kansas
( !ity 's results station. So much so that WIIB has a higher
percentage of renewals for both local and national
advertisers than any other Kansas City radio station.
Talk to the man from Blair, or WHB
General Manager, George W. Armstrong.
% renewal
87%. of ^YHB's 40
largest billing local
accounts in 1955 . . .
haV( ri m ict (I in 19 56
. . . with si vi rttl
contracts n< i to come
up for renewal!
WHB
10,000 watts 710 he.
Kansas City
Latest
Latest
Latest
Latest
METRO PULSE
AREA PULSE
AREA NIELSEN
HOOPER
WHB first all day and night.
will; 1st all day. WHB Lsl
Will: first all day and night
Will', 1st all day witli I."/.',
Will: 1 - i 160 oul of 360 ' ,
263 out of 288 ! i hours. 25
wiili ilI.7' , share of audi
of audience. Mon. Fri. 7
hours. In and out of home,
second place ' i 's, none low-
in..'. W III', lii ^t every t ime
a.m. <i p.m.. Sat. S a.m. 6
Mon. I'm., 6 a.m. midnight.
er, Mon. Sat. i'> a.m. mill
period. Mon, Sat. 6 a.m. <i
p.m.
night.
li.in.
President:
Today's Radio for Today's Selling
TODD STORZ
WDCY WHB WQAM
KOWH WTIX
Minneapolis-St. Paul Kansas City Miami
Omaha New Orleans
Represented by John Blair & Co.
Represented by Adam Young Inc.
18
SPONSOH • I "> ()( TOHKK 1 * >.l6
New and renew
SHUSH
1 5 OCTOBER 1 9S6
New on Radio Networks
SPONSOR AGENCY STATIONS
PROGRAM, time, itart. duration
ran Bird Food, Chi
;t. Yonkers. NY
:e Foods, Chi
-Myers, NY
Flint
Prods, NY
an Herald. NY
Jatl Comm, NY
_C. H. Hartman, Chi
Bates, NY
FCB, Chi
ABC
NBC 191
ABC
DCSS, NY
Kudner. NY
Bates, NY
direct
NCK, NY
Specialties, Worcester
MBS 472
ABC
NBC 191
MBS
MBS
C. F. Hutchinson. Boston ABC
il Foods. White Plains Y&R, NY
ABC
MBS
(otors. Pontiac. Mich McM. J&A, Bloomfield Hills,
ir Pontiac Mich
;er, Wash, DC Albert Frank-Cuenther Law,
NY CBS 74
Airlines, NY direct MBS 455
i ies Whittnauer, NY
; olatum. Buff.ilo
■ > Tilford, NY
I a-Craft, Batavia, HI
I a Craft Batavia, III
V. A. Bennett, NY
JWT, NY
a-Craft, Batavia, III
iry, Mnnpls
r Oats, Chi
Mogul, NY
JWT, Chi
JWT. Chi
JWT. Chi
CBS 73
CBS 203
ABC
NBC 190
ABC
CBS 202
rella, Stamford, Conn
-rella, Stamford, Conn
Brands, NY
Chi
Williams, Clastonbury, Conn
Camp-Mithun, Mnnpls CBS 37
WBT, Chi NBC 191
Mgmnt Assoc of Conn CBS 31
Mgmnt Assoc of Conn CBS 203
Bates, NY CBS 202
North, Chi CBS 203
JWT, NY MBS
B.eakfast Club; M-F 9 -10 am; 5-min scg. 10 Sept; 26
wks
Var Evening Shows; 1-min partic : 17 Sept; 26 wks
Breakfast Club; M-F 9-10 am; 2 5-min scgs per wk;
6 Sept; 13 wks
Bob & Ray; M-F 5-5:45 pm; partic. 3 Sept
Election Returns; Tu 8:30 pm-concl: 6 Nov only
Dragnet; Tu 8-8:30 pm; 2 Oct; 26 wks; 1 -mm partic
Opportunity is Yours; Su 1:25-1:30 pm; 30 Sept
Polit; Th 9:30-10 pm; 13 Sept; 1 time only
Breakfast Club; M-F 9-10 am; 3 5-min segs per wk;
26 Sept
Breakfast Club; M-F 9-10 am; 3 5-min segs per wk;
1 Oct
Notre Dame Camcs; Sa var times; 22 Sept; '2 alt
wks; game season
Sidney Walton; Su 9:15-9:30 am; 23 Sept; 26 wks
Treasury Agent, Official Detective, Counterspy, Tu, Th,
F 8-8:30 pm; 7 Sept
Symphonnette; Su 2-2:30 pm; 30 Sept; 13 wks
Young Dr. Malone: M&W 1:30-1:45 pm; Irj spon;
8 Oct; 13 alt wks. Helen Trent; Tu & Th 12:30-
12:45 pm; '/2 spon; 9 Oct; 13 alt wks. Our Cal
Sunday; F 12:45-1 pm; 2 Oct; 13 alt wks
When a Cirl Marries; M-F 10:30-10:45 am; 5-min segs
Var Day Shows; 1-min partic: 29 Oct; 20 wks
When A Cirl Marries; M-F 10:30-10:45 am; 3 5-min
segs per wk; 1 Oct. My True Story; M-F 10-10:30
am; 2 5-min segs per wk; 2 Oct; Breakfast Club;
M-F 9-10 am; 2 5-min segs per wk; 3 Oct
Amos 'n' Andy; Tu & Th 7-7:30 pm; 5-min segs; 2 Oct.
24 wks. Mitch Miller; Su 8:05-9 pm; 5-min segs;
7 Oct; 24 wks. Bing Crosby; M-F 7:30-7:45 pm ;
5-min segs; 25 Oct; 24 wks
Renfro Valley; M-F 4:05-4:10 pm; 3 Sept; 26 wks
Var Morning Shows; 1 -mm partic; 1 Oct; 35 wks.
Monitor; var times; 1-min partic
Wendy Warren; M. Tu, W 12:05-12:10 pm; 10 Sept;
52 wks
A. Codfrey Time; Tu 10:15-10:30 am; 25 Sept; 52 wks.
Slenderella Show; Sa 10:50-11 am; 8 Sept; 52 wks
A Codfrey Time; M & ev 4th F 10:30-10:45 am;
1 Oct; 52 wks
Robt. Q. Lewis; Sa 11:30-12 n; 29 Sept; 39 wks.
5-min segs
Pre Came & Post Came Show; Sa 5-min ea; 22 Sept;
game season
Renewed on Radio Networks
SPONSOR
AGENCY
STATIONS
PROGRAM, time, start, duration
l-Myers, NY
Prods, NY
al Foods, White Plains
al Foods, White Plains
;g, Battle Creek
ran Laymans League, St Louis Cotham-Vladimir, NY
r Prods, Jackson, Miss C. Best, Chi
ra, Phila ._
ABC Breakfast Club; W&F 9:55-10 am; 3 Oct; 52 wks
ABC When A Cirl Marries; M&F 10:30-10:35 am; 1 Oct
ABC Breakfast Club; Tu 9:25-9:30 am; 2 Oct
NBC 19 Mary Margaret McBride; M-F 4:15-4:30 pm; 4 Oct;
13 wks; 1-min partic
CBS 197 A. Codfrey Time; Tu & Th 11-11.15 am; 23 Oct;
52 wks
MBS 410 Lutheran Hr; Su 1:30-2 pm ; 30 Sept; 52 wks
ABC Breakfast Club; M-F 9-10 am; 1 5-min seg per wk:
Hicks & Creist. NY ABC Breakfast Club; Tu & Th 9:40-9:45 am
DCSS, NY
SSCB, NY
Y&R, NY
Y&R, NY _
Burnett, Chi
Don
Howell (4)
Broadcast Industry Executives
NAME
FORMER AFFILIATION
NEW AFFILIATION
er M. Allen
Andrews
C. Arries, Jr.
Atlass. Jr.
WCN AM-TV, Chi, news dir
KTSM, El Paso
WTTC, Wash, DC. gen mgr
WBBM-TV, Chi, local sales
Boghosin KOCS. Ontario, Cal, sales
rd P. Bott KSAN, San Fran am mgr
ce M. Bradley WWLP, Springfield, Mass, anncr
T\ Cinnamond KNTV, San Jose, Cal, comml mgr
rd C. Cruise CBS Rad Spot Sales, NY, sales develop rep
Daniels KROW. Oakland, Cal, sales
Dargan KINC-TV. Seattle, prog ops mgr
m N. Davidson WRCA-TV, NY, Mgr
Dexheimer KBIC, Catalina, Cal, acct exec
t H. Dodd KYA, San Fran, sales
Doss KELO AM-TV, Sioux Falls, SD. sales mgr
es V. Dresser NBC Spot Sales, NY, salesman
Lewis & Martin Films, Chi, vp-pub rels & sales promo
KEY-T, Santa Barbara, acct exec
CBS Spot Sales, Chi, tv acct exec
AM Rad Sales, Chi, sales
Same, sales mgr
KSAN-TV, San Fran, gen mgr
Same, asst to gen mgr
KSAN, San Fran, am mgr
CBS Rad Spot Sales. Detroit, head sales develop
KNXT & CTPN, LA. acct exec
KCW-TV. Portland. Ore. prog mgr
WRCA & WRCA-TV. NY. gen mgr
Herbert
Martin (4)
]ohn F.
Maurcr (3)
KFXM. San Bernardino. Cal. gen mgr
KCO-TV, San Fran, sales
KTIV. Sioux City, la. sales
WRCA-TV, NY. sales
im Fay WHAM AM-TV, Rochester, gen mgr
Fetter CBS TV, NY, prod
;e Clavin Pacific Natl, Seattle, mrchndsng mgr
i Coetze Weed, Boston
^k Harrington, Jr. NBC TV, NY, sales super
WROC-TV, Rochester, gen mgr
ABC TV, NY. prog dept dir
KTVW. Seattle, gen sales mgr
WCOP AM-FM, Boston, sales
WRCA-TV. NY, sales
SPONSOR
15 OCTOBER 1956
19
1 5 OCTOBER 1 956
.\eu- and renew
Thomas
McFadden (31
Ward L.
Quaal (3)
Russell C.
Stebbins <3>
C. D.
Tully (3)
Walter
Weir (4)
L. Roy
Wilson. |r.
(4)
20
3. Broadcast Industry Executives (continued)
NAME
FORMER AFFILIATION
NEW AFFILIATION
Arthur Harrison Harry B. Cohen, NY, timebuyer
jack Jennings KHJ-TV, LA, acct exec
Kenneth Johnson NBC Spot Sales. LA, tv sales
Bernard J. Johnston Block Adv. Chi, acct exec
Samuel T. Johnston WTVN, Columbus, 0, act gen mgr
John W. Kennedy, Jr. WHAM AM-TV, Rochester, vp
William Knapp Farson, Huff b Northlich, Cinn, acct exec-am-tv dir
Roger LaReau Crosley Bcstng, NY
Harley Lucas WCUE, Akron, asst stn mgr
Charles W. MacKenzie Curtis Pub, Detroit, sales super
Robert Mahlman Petry. Detroit, sales writing .
Howard H. Marsh PCW, Chi
John F. Maurer WCUE, Akron, comml-stn mgr
Thomas B. McFadden WRCA AM-TV, NY. vp in chg
Harry Wayne McMahan Mc-E, NY, creative plans bd
D. Thomas Miller CBS Spot Sales, Chi, tv sales
Carol Orenstein Allen Christopher, NY, cpy chief
Leonard F. Ostrom Nielsen, Chi, client serv exec
Robert Paris _. WCAY, Silver Spring, Md, acct exec
Norwood J. Patterson KSAN-TV, San Fran, gen mgr
Ward L. Quaal WCN. Inc. Chi, gen mgr
Edwin C. Richter, Jr. WTVN-TV, Columbus, 0, sales mgr
Nathan S. Rubin TV Mag, NY, research dir
Robert S. Sinnett WEEI, Boston, natl sales rep _
Russell C. Stebbins NBC Spot Sales. Chi, tv sales
Alfred R. Stern NBC, NY, vp Calif natl
Cary Stevens -Warner Bros, LA, tv gen mgr
C. D. "Duke" Tully News-Trib-Herald, Duluth, class adv mgr
Philip von Ladau Nielsen, Chi client serv exec
C. W. "Bill" Weaver WRIT, Mlwkee, gen mgr
William M. Whalen MPTV, Kansas City, chg branch office
Romney Wheeler NBC, London, London dir
WLIB. NY, sales mgr
NBC Spot Sales, LA, tv sales
NBC Spot Sales. San Fran, tv sales
CBS Film, Chi, acct exec
Same, gen mgr
WROC-TV. Rochester, asst gen mgr
WKRC, Cinn, sales
—Petry, NY, tv sales
Same, stn mgr
WWJ-TV, Detroit, sales
-Same, tv sales
CBS Spot Sales, tv acct exec
WCUE, Akron 6 WICE, Proficence, vp-sales
NBC, NY, vp in chg owned stns-spot sales
Inst Motivational Research, NY, consultant tv commls
CBS Spot Sales, Chi tv acct exec
Filmack, NY, adv-promo mgr
Same, am-tv acct exec
WWDC AM-FM, Wash. DC. acct exec
Same, exec super am-tv
Same, also vp
WEHT, Evansville, pres-gen mgr
ABC, Film, NY, research mgr
Same, sales mgr
WNBQ & WMAQ. Chi. sales dir
Same, director internatnl ops
Transfilm, NY, assoc
WDSM-TV, Duluth, gen mgr
Nielsen, Menlo Pk, Cal, am-tv acct exec
KTSA, San Antonio, gen mgr
Guild, St Louis, chg branch office
Same, director Europe ops
4. Advertising Agency Personnel Changes
NAME FORMER AFFILIATION NEW AFFILIATION
-Compton, NY, timebuyer
BBDO, San Fran, acct exec
Coggin Adv, Nashville, part owner
Gen Baking, NY, asst adv mgr
Boston, writer-producer
Eugene H. Alnwick
M. Graham Black
Nat Brandon
Alfred E. Byra
Nancy Dixon
Edward W. Dooley Economics, Lab, NY, adv mgr soliax & soil-off
Norman B. Foster Barnes Chase, San Diego, vp
Don Howell _ WDSU AM-TV,
Richard C. Hunt
Oliver Kingsbury
LaRoche, NY, timebuyer
Ayer, San Fran, service
Noblc-Dury, Nashville, asst to pres
Blainc-Thompson, NY, acct exec
Ingalls-Miniter, Boston, media-pub rels dir
SSCB. NY. acct exec
Same, branch mgr
New Orleans, color tv coordinator Caldwell, Larkin & Sidener-Van Riper, Indianapolis.
dir
Buchanan-Thomas, Omaha Allen & Reynolds. Omaha, mktg dir
Donahue & Coe, NY, vp-secy Same, chrmn mgmnt committee
Herbert Martin WAPI, Birmingham, vp-sls mgr _ J. H. Allison Co., Birmingham, acct exec
J. R. Rosenthal Donahue & Coe, NY, mktng dir Same, vp-mktng, research, mrchndsng
William Schneider Donahue & Coe, NY, vp-creative activities Same, chrmn plans bd
Walter Weir _ Donahue & Coe. NY, vp client service Same, exec vp
L. Roy Wilson, Jr WCAU AM-TV. Phila, asst sales mgr K, MacL & C, Pitts, acct exec
5. Station Changes (reps, network affiliation, power increases)
KDUL. Kansas City, has named Weed natl reps
KGW AM-TV, Portland Ore, will become affiliates of ABC
KMOD. Modesto, Cal, has appointed Headley-Recd natl reps
KOWH, Omaha, has appointed Adam Young natl reps
K-SIX. Corpus Christi. has joined the CBS TV net
KUAM-TV, Guam, has joined CBS tv net under the extended
mkt plan
KWFC, Hot Springs, has appointed Venard, Rintoul 6 McCon-
ncll natl reps
KWK. St Louis, had dropped net affiliation
WABD. NY, has appointed Weed natl reps
WAGM-TV. Prcsque Isie, Me, has joined CBS under the ex-
tended mkt plan
WAKE. Atlanta, has appointed Adam Young natl reps
WARD-TV, Johnstown, Pa, has joined the CBS net
WARE, Ware, Mass, has been sold to Sherwood J. Tarlow &
Assoc, subject to FCC approval
WCTH-TV, Hartford, has been sold to CBS. New call letters
will be WHCT
WHAM, Rochester, has appointed Henry I. Christal natl reps
WHAM-TV. Rochester, has changed its call letters to WROC-
TV
WHBL, Sheboygan. Wise, has appointed Burn-Smith natl reps
WHET-TV, Evansville, Ind. has appointed Young TV natl reps
WMBG. WCOD, Richmond, Va, have become ABC affiliates
WNAC, Boston, has become an affiliate of NBC
WNHC AM-FM-TV, New Haven, is now owned by Triangle
Publications
WRAL-TV, Raleigh, has appointed H-R TV natl reps
WSTV-TV, Stcubcnville, 0, has appointed Wexton, NY. for
adv
WSVA AM-FM-TV. Harrisonburg. Va, have appointed Peters,
Griffin. Woodward natl reps
WTTG, Wash DC, has appointed Weed natl reps
6. New Firms, New Offices (changes of address)
Audience Analysts, Phila, has moved to 7 Heather Rd, Bala
Cynwyd
Avery-Knodel. Detroit, new office is located at Natl Bank
Bldg, Suite 1446. Woodward 1-9607.
Blair Television Associates, NY, is the new name for the
Hoag-Blair Co
Ceyer, NY, has moved to 595 Madison Ave.
Ralph H. Jones Co, Cinn & NY, has consolidated with
Mumm, Mull.iy & Nichols, Columbus & NY
Nell Lcc Litvak, New York, new ad agency is located at 136
E 57th St.
Dan B Miner Co, San Fran, has opened new offices at 593
Market St.
Radow Adv, Columbus, 0. has moved to 494 City Park Ave.
Jon M. Ross Adv. Hlywd, has become affiliated with Miller,
Mackay, Hocck & Hartung. Seattle
JWT, Melbourne, Aust, has moved to 7 Commercial Rd.
BM-3601.
WBUF, Buffalo, has moved its business office to 2077 Elm-
wood Ave. VI-6900.
WTVS, Detroit, headquarters office has moved to 749 Free
Press Bldg. WO 1-5650
Zenith Radio Corp. NY, has moved to 445 Park Ave. PL
1-3700.
M'ONSOH
1) OCTOBER 1956
Now, 18 hours of
with 18 news shows daily on
WUIM-RADIO
Lansing, Michigan
You've heard about
the birth of NTA-
TV's dynamic new network-
but you may be asking...
WHAT'S
NTA GOT
[that no other TV network has?)\
Unless you've been away, in a cave, or underwater, doubt-
less word has reached you that the NTA Film Network has
been born.
In that case, you probably know that TV's dynamic new
network is presenting a whopping new marketplace to the
national advertiser.
But you may need filling in on what the NTA Film
Network uniquely offers to advertisers and their agencies.
Rather than keep you in the dark, here's what:
1108 Stations Covering 82% of
U.S. TV Homes. They offer ac-
cess to the nation's top markets
...where 38,173,100 families live. ..in
30,968,400 TV homes. . . with about 2U
billion dollars in buying power. To say
the least, it's a vast market, with vast
sales opportunities for the national
advertiser.
2 At a Fantastically Low Cost
Per Thousand. To those ap-
* palled by the high cost of TV
advertising, the NTA Film Network
offers enormous audiences at a re-
markably low cost per thousand.
Thanks to top talent at a fraction of
the cost of the average TV show, and
no staggering coaxial cable costs.
3
With the Widest Flexibility in
Scheduling Known to Net-
work TV. No costly "must-
buys." Buy what you want... when you
want... where you want it. One con-
tract for everything— time and pro-
gram. No worry about time differen-
tials. You get the prestige of network
plus the flexibility of spot.
4
And Guaranteed Clearance of
Time and Programming. No
more waiting for station clear-
ances. You can get availabilities now
...without standing in line. Whatever
your TV situation, make it better with
the powerhouse programming of the
NTA Film Network-the Four Dimen-
sion TV Network!
For the full story phone, wire, or write:
FILM
NETWORK
INC.
A Subsidiary of National Telefilm Associates, Inc.
60 West 55th Street, New York 19, N. Y. • Phone PLaza 7-2100
52.8%
AUDIENCE
SHARE
MONDAY thru FRIDAY
JOHN MATERS— NEWS DIRECTOR
WILS NEWS
On the hour
SHARE OF
7 A.M
AUDIENCE*
-7 P.M.
WILS
NET. STA. B
NET. STA. C
52.8%
21.6%
18.6%
—ON THE HOUR AVERAGES-
LATEST SURVEY
C E. HOOPER, INC
1956
LANSING, MICHIGAN
MUSIC • NEWS • SPORTS
CALL
VENARD-RINTOUL-McCONNELL INC.
24
fflrAiiir
Hurry Patterson
President
Seaboard Drug Co., New York
Last spring, Walter Winched gave a favorable mention on hi?
MBS show to a new anti-rheumatism and arthritis drug, Mericin.
The next day. Harry Patterson, young president of the new Seaboard
Drug Co.. which manufactures Mericin. called \^ inchell to point out
that Mericin was not a generic name, but a particular brand among
other medicines. Winched made the correction.
"Those two mentions on network radio, unsolicited, unpaid for,
and accidental, got us $150,000-worth of orders for Mericin from
all over the country." says Harry Patterson. "That was at a time
when we didn't even have any labels yet."
Within a few weeks. Patterson called \\ inchell. told him he'd
forced Seaboard Drug into business, and wanted to thank him.
Said Winched, if it produced for you. win not buy the show. And
so Patterson did, starting in September 1956 (through his newly
appointed agency, Grant Advertising i . Now Mericin sponsors \\ in-
chell nightly over 570 MBS stations, and claims over 90^5 distribu-
tion in drug outlets throughout the country.
"We're planning to spend about $1.8 million in advertising in our
first fiscal year, starting September 1956," says Patterson, a former
agency account executive, who'd also been a radio station executive
in Los Angeles at KNPC and KLAC for 10 years.
"This budget represents 38' , of our anticipated sales for the year.
We expeel to maintain that ratio of sales to adxertinng for at least
three years to launch the product and then we maj cut back to 30
to 33%, which is a norm in our business. This first year, as much
as $1 million, or over 55', of the total budget, will be in radio."
Beyond the nighttime network radio effort, which accounts for
1500,000, Patterson has also been testing spot radio in eight West
Coast markets; he intends to double the numbei "I spot radio mar-
kets within the next two or three week-.
"In the three months since we added spot radio, the West Coast
markets have been ahead of their sales quota consistently," says
Patterson. The original test market- are Spokane, Seattle. Portland.
San Francisco, San Diego, Los Angeles, Tucson, and Phoenix, with
-i\ five-minute newscasts and six announcements daily.
"The pattern we've Found successful is selling b) personalities,
-uch as \\ imhell or local-appeal people." says Patterson. "Our mar-
ket is 7V, women omt 10, so we use mature personalities. * * ■*
Sl'ONSOK
15 OCTOBER 1956
Just Look At That Coverage!
SAN FRANCISCO CHRONICLE • NBC AFFILIATE • PETERS, GRIFFIN & WOODWARD
SPONSOR • 15 OCTOBER 1950
25
3X
5 5 11
IEEE
CL if
5 C 8/
Tp w |j(
1 £ B
11 q
S'*S B
8 8 S
*»■ *
Where else, in a city of 150,000, do you
find . . .
. . . more commercial air travel per
capita than New York and
Chicago.
. . . more New York Stock Exchange
member firm branches than any
city in the Southeast.
. . . bank debits per capita exceed-
ing those of Washington and
Baltimore.
. . . wholesale volume exceeding Salt
Lake City and Tulsa.
... an Auditorium-Coliseum equal to
those in cities of a half-million or
more, operating at a profit during
its first year.
The unique character of the Charlotte
market is found in a ring of satellite cities,
none competitive to Charlotte in size, each
dependent on Charlotte for metropolitan
services they cannot themselves provide.
Speak to these area-Charlottcans with the
50.000 Watt voice they understand and trust
from 34 years experience . . . WBT Radio.
Talk with WBT, Charlotte, or CBS Radio
Spot Sales about availabilities TODAY!
m *l
V
'A
J
Old Features
5.2
3.7
4.4
2.8
7.5
7.9
New Features
11.3
14.3
9.3
11.2
12.3
11.4
Increases above were result in one month afte:* Vt CAL'-TV substituted new features for old
Ed McMahon I above I. m.c. of WCAU-TV's Columbia features, symbolizes opening of major studio vaults
to tv. Playing nightly in 11:25 p.m. -1:00 a.m. strip, new features increased periods ARB ratings 221'.
Feature film's spectacular impact
Opening of Hollywood vaults is changing spot buying and soiling,
creating film networks, strengthening independent stations
JQ
CTOBER 1956
Wr nen Hollywood opened its vaults earlier this
year, it let out a programing giant that will have
vast influence on the television industry.
The figures in the chart above are typical of the
ratings results stations throughout the country have
been getting with the newly released features from
the major Hollywood studios. If such ratings suc-
cesses continue and features consequently push into
time periods where the) had not previously been,
the product out of the Hollywood vaults could upset
current concepts of programing and have far-reach-
ing effects upon network, stations and show pack-
ager position within the industry.
Briefly, the ratings in the chart show that one
station, WCAU-TV, Philadelphia, increased its aver-
SPONSOR
15 OCTOBER 1956
age late-evening ratings by 221 r"< within a month
by putting one of the newly released Hollvwood
libraries into the time slots where it used to run
older features.
This year the major Hoi I \ wood studios have made
available to the medium some 3.000 features not
previously seen on tv. But more top-grade product
is likel) to find its way into tv homes when Para-
mount and I oiversal-International find a formula
for releasing their backlog.
While features have long been t\ staples, the re-
mit releases constitute a flood of top-grade films,
main of them classic-. |*,u ,,f these actualK
saturated the public when they first appeared and
it's assumed main who saw them will want to see
27
FEATURE FILM {Continued)
them again. Here are a few of the
outstanding features now available to
tv: Mutiny on the Bounty, A Night
at the Opera, Sahara, Citizen Kane,
The Fountainhead. Adam Had Four
Sons. Hon Green Was My Valley,
Notorious, Act of Love, Intermezzo.
These features star Hollywood person-
alities who are still favorites today and
command a large following.
This avalanche of top Hollywood
product has given rise to much specula-
tion about the effect of features on tele-
vision. In order to gauge the impact
of features, sponsor interviewed a
cross-section of top station, station
representative, film distributor, agency
and advertiser executives. Consensus
among these executives is that features
will exert an important influence in
these areas: (1) spot buying patterns;
(2) strength of independent stations;
(3) relationship between networks and
affiliates; (4) some network program-
ing concepts and some syndicated
product.
Here are the major trends and pre-
dictions that emerge from sponsor's
survey.
• A new pattern for buying feature
films has developed, and could become
a widespread trend among multi-prod-
uct national advertisers: sponsorship
of full features, rather than scattered
Briefly
Feature ratings are 1956 tv
news. Already in demand by top national
spot clients, new feature packages promise
to boost fringe time ratings, increase sets-in-
use, improve position of independent stations.
Features have already given birth to new film
networks like NTA. They're creating new spot
buying patterns, such as full sponsorship of
features by clients, instead of participations.
participations through the week.
Colgate contracted for such sponsor-
ship on KTTV, Los Angeles, when the
firm paid $780,000 for 52-week spon-
sorship of complete MGM features.
Other national spot clients are buying
features in the same way: In Chicago,
Libby-McNeill-Libb) sponsors full
Warner features on WGN-TV. Colt
beverages has tin- First-Run Theater
on \W \< TV, Boston, with its RKO
features and Parliament cigarettes
sponsoi lull W ii ner features on \\ CPO-
I \ . Cincinnati.
The -aim- pattern is being encour-
aged among local and regional clients
by individual stations. For instance,
K I TV, Salt Lake City, set up blocks
28
AAP has 754 Warner Bro-. features sold in
65 markets. Above, Paul Muni in "Pasteur"
Flood of top feature products includes biggest
b
of full sponsorship between 9:00 p.m.
and midnight and has eight local or
regional accounts sponsoring individu-
al 20th Century features.
• Feature networks have developed
in the past few months. NTA had
signed up 108 affiliates at sponsor's
presstime for its package of Selznick
and 20th Century features, and MGM
TV counts 17 affiliates. Neither is a
"must buy" network with a basic mini-
mum requirement. Both are an or-
ganized attempt to help the national
advertiser buy features in bulk.
The NTA network is starting this
fall with one feature from its Selznick
and 20th Century package weekly.
These features will not necessarily be
shown at the same time in each of the
108 markets, since a film network does
not involve a coaxial cable. However,
each feature provides any individual
client with nine minutes of commercial
time.
(The NTA network differs from the
Vitapix-Hal Roach set-up in so far as
the latter seeks to clear for half-hour
films only.)
• Independent stations will be con-
siderably strengthened. In highly com-
petitive multi-station markets, release
of top features is giving many inde-
pendent stations a new lease on a sound
economic life. Judging from the suc-
cess of feature-film pioneer WOK-TV,
New York, independents can antici-
pate thai their ratings and share of
audience will pick up even in prime
evening time against tough network
competition. WOR-TV's Million Dol-
lar Movie ranked consistently second
and third behind top network program-
ing on the Monday night showing of
Top Hat, for instance. Its average
ARB for that evening was 10.3 between
7:30 p.m. and 9:00 p.m. against
WABC-TV's 2.2. WCBS-TV's 12.7 and
WRCA-TVs 13.5.
But until there's a real preponder-
ance of four-or-more-station markets in
the country, features won't be a major
factor in Class A time since stations
in three-station markets carrv network
programing during that time as a rule.
• A large newr audience will be de-
veloped for tv in marginal times. There
are already indications that sets-in-use
will increase considerably late at night,
for example, when stations program
top features.
Morning has not been a big feature
film time to this point, sponsor's 1956
Buyers' Guide showed that only 19r<
of the stations replying programed fea-
tures in the morning. Now many sta-
tions, such as WRCA-TV, New York,
plan to put features into early-morning
periods, \flci »ns have proved popu-
lar feature film times for years.
If the top Hollywood product
^lengthens these time periods, as sta-
in m men expect they will, station rate
structures may change over the next
few years to reflect diminishing mar-
gins between Class A time and other
pel iods.
• The mass release of features is
expected to hurt network programing
outside Class A prime evening time.
Now that Tonight has cut back to a
MMINsoli
15 OCTOBER 1950
RKO-TV i~ Belling one run only of its Finest
52, like "Gunga Din," for mi or national spot
|TV's 725 films including "Captains Courageous"
Tracy weie traded for stock in two stations
' ^ '* ' •• -'
tl
1
IraP
Jr
S
NTA TV has L08 station network for 39 films
including "Bachelor & Bobby Soxer" above
e draws and classics from major Hollywood studios, including films above
one-hour format, admen and station
executives alike will be watching the
show closely to see how it does against
strong 90-minute features. Ratings of
da\ time features against network shows
are beginning to tell a story: The 23
September Trendex shows what good
features can do to network competi-
tion : WABD, New York, with Warner
Bros, features slotted between 3:00
p.m. and 5:00 p.m., got a 3.5 average,
against WABC-TV's .9, WCBS-TV's 1.8
and WRCA-TV's 1.5. The network
flagships were showing network pro-
graming in that period. Onlv WOR-
TVs baseball bested WABD, with a
10.6.
Networks will find it tougher to clear
some of the weaker shows in station
option time. An affiliate might argue
now that he can't afford to take a
"turkey" when the station opposite is
showing How Green Is My Valley, or
if the station itself anticipates raking
in four or five times the network reve-
nue by putting on Ninotchka.
But good feature films are likely to
have a stimulating effect upon network
programing too. Network program-
ing chiefs interviewed by SPONSOR felt
that features will give rise to higher
level live and film programing both on
the networks and force higher stan-
dards of performance and production.
Independent packagers will also be
encouraged to produce top half-hour
film programing, since weaker films
will be tougher to clear on network
and on independent stations.
(Please turn to page 116)
3IIIIIIIIIIIM
| HOW FEATURES AFFECT TV
Spot buying patterns of national clients changing
When Colgate bought 52-week sponsorship of full fea-
tures on KTTV, Los Angeles, it may have set new
pattern. Trend may be toward bankrolling entire film.
Fringe time getting high ratings, becoming valuable
Earliest ratings of new features compared with old in
late night strips show ratings doubled and tripled.
Rate structures may reflect the increased sets-in-use.
Networks, syndicators may bolster programing
Competition will stimulate and boost level of network
and independent tv film productions, but live shows
and tv film fare will retain popularity against features.
Features will be scheduled in better time periods
As advertisers score successes in fringe time, they'll
pressure stations to improve clearances. National
clients may influence nets to clear for more features.
Independent stations will be greatly strengthened
Strong new programing source will increase indies'
share of audience, according to earliest ratings indi-
cations, not onlv in fringe, bul in prime time as well.
SPONSOR
15 OCTOBER 1956
29
PART 1
OF A TWO PART SERIES
Is Detroit's spot strategy a mod
MM> VSOI8 checked 40 buyers and sellers in Detroit suid found: automotive*
all buy and use spot in the same himch-it-up way, minimizing its value
J J ov\ m,iii\ saturation campaigns
can \ou fit into one six-week period?
By last week as Detroit's great an-
nual spot tv/radio splurge reached its
peak, stations and buyers for automo-
tive agencies had done their best t<>
find out. There were few stations
which hadn't picked up some short-
term automotive business; many had
to turn automotive business away or
else risk placing rival announcements
back to back.
One manufacturer, Plymouth, re-
scinded its long-standing rule that
Briefly
Detroit's spot strategy is
outdated, and buyers and sellers alike share
the responsibility. The agency and client,
covered in this first of a two-part series,
aren't getting their spot dollar's worth. They
buy spot the same way — once a year, in same
markets at same time; use it the same way —
as a secondary medium and with similar copy
competing automotive announcements
( including those for its own dealers I
had to be kept at least half an hour
away from Plymouth messages.
Automotive copy could point to
brand-new design from differential to
dashboard. But Detroit's spot stratcnv
remained unchanged from previous
years. It was clear that the automo-
tives would saturate audiences for a
few weeks during new-model time,
then return only sporadicall) during
the rest of the year.
Why does Detroit confine its major
use of spot to a few weeks each au-
tumn?
Is Detroit making effective use of
spot radio and tele\ ision?
Have broadcasters done a good job
of selling the spot concept to car man-
ufacturers?
These were some of the questions
SPONSOR set out to answer just before
the canvas cover-alls came off the new
IT)? models. In Detroit SPONSOR
spoke to more than 40 executives in
agencies, client companies, networks,
rep firms, stations and dealer organi-
zations.
The points of view were many, often
conflicting, usually off-the-record. But
this basic conclusion emerged. Detroit
is not getting the most out of its spot
dollar — and it's both the automotive
companies and broadcasters who are
responsible.
This article will report on the ap-
proach to buying spot time used b\
the automotives and why — in the
opinion of many — it is long overdue
for retooling. A second report, to be
published in the 27 October (first
ueekh I SPONSOR, will focus on the
role of broadcasters in shaping De-
troit's shoot-the-budget in October spot
strategy .
There is a remarkable unaniinilv in
Detroit's spot strategy. All major
automotive advertisers 17 of them
bin spot radio and television in the
SPONSOR
15 OCTOBER 1056
idel-T?
fall. They bin virtually the same mar-
kets and at almost the same frequency.
They insist on prime times only and
they tend to overlook the women's au-
dience. They bypass spot's flexibility.
Spot buying gets a great deal of
planning, in Detroit, it's clear. But
the buying stress seems to be on ac-
quiring a quantity of announcements
fast rather than on quality of the ad-
vertising effectiveness. Taking it point
by point, these are the counts on which
the automotive approach to spot fall-
short of maximum effectiveness.
1. Automotives only buy spot
for unusual sales events.
Automotives buy spot to announce
that their new models are coming off
the production line. A few of the
more venturesome car manufacturers
may go into a quick saturation push
to help clear out stock from dealers'
showrooms. And, now and again, a
car maker will hail his car's perform-
ance supremacy in the perennial intra-
mural competition to see which car
gets the most mileage per gallon, goes
the fastest, rides the smoothest.
The annual automotive rush to the
airwaves inevitably creates confusion.
The agency races to good adjacencies.
The rep juggles 20's and minutes for
six car manufacturers who want to be
slotted between 7 and 7:15. The sta-
tion rustles around trying to keep con-
tract advertisers happy, at the same
time urging them to make way for the
blue-chip automotives. Most confused
of all, sponsor believes, are the listen-
er and viewer who try to sort out the
bunched together car commercials.
There's an indication that Detroit
is at least aware of this problem in
DeSoto's move to air its saturation
radio announcements a month after
the competition does — and a month
after its official car debut 30 Oct. But
it still plans a bunch-up.
"The automotives are lucky if thev
get availabilities five minutes apart,"
says one rep, "yet they don"t seem to
mind that after a listener has heard
about five new car commercials the)
all sound alike."
Consistency in advertising has nu-
i Please turn to page 88)
SPONSOR
1") OCTOHKR 1 '•).■>(>
New-car time: Biggest obstacle in the path "I spot effectiveness is cat makers'
tradition >>l buying it onl) once a year, at new-car time. Without frequency or con-
sistency, they lose product identification, continuity, franchises and di>counts
Auto firms need tuning up on these counts
Peak traffic times: I!ii\m-
tnsisl on peak traffic period-:
in radio, moj iuhl: and evening
hours a- drivers swarm high
ways; in t\. nighttime peri-
ods. They ignore daytime
hours, missing the big poten-
tial oi the women's audi, m 1
and bypassing opportunity
Eoi ei onomj rates, discounts
Copy themes: Copy points
tend to stress same features,
a favorite being victory in
marathon mileage test. This
Rambler traveled cross coun-
try to get 32.09 miles per gal-
lon. \ir copy need- distinc-
tion, excitement, points of
exclusivity which ear maker
can brag about, and sell with
^^rSTgrc^5sTcmmUY -' tu I
Dealer support: Hour-long
program on Kt • \1< . Engle-
wood, Colo., sponsored bj
Hadsell Nash, typifies lo< d-
[eve! buying of many a car
dealer. 1 1" 5 like spol sup-
port all year 'round, seldom
gel it. I ti tory usually r< lies
on dealers to spend their ow n
money to I uy announcements
II
CAN ELV
Presley has sold 8 million disks, 1>|
Is rock-V-roll capable of deliveri I
&&
C 1\ is Aaron Presley, a 21-year-old
gyrating phenomenon from Tennessee,
who, when he's not rocking and rolling,
collects stuffed teddy bears (he's got
dozens of them) and Cadillacs (he's
got four — one for each direction) has
proved he can sell records. But the
question admen may ask is: Can he —
and the whole army of rock-and-roll
artists of whom he is the most success-
ful example — sell basic consumer prod-
ucts?
Perhaps the question of Elvis as a
product salesman would not have been
raised had it not been for his invasion
of tv as a sort of ratings weapon by
such program giants as Milton Berle,
Steve Allen, and finally Ed Sullivan
(who, incidentally, once poo-poohed
Presley as a force for selling Lincolns
and Mercurys) .
But the importance of Elvis and his
rock-and-roll cohorts to air advertising
actually goes far beyond appearances
on television. \\ ilh the popularity of
rock-and-roll, the radio advertiser using
d.j. shows often gets an audience that
rock-and-roll delivers.
Any examination of Presley and
r-'n'-r music as a sales vehicle — and
there are many stations and d.j.s who
regard both dimly — must include an
understanding of rock-V-roll and the
teenage market.
K<>ck-'if-n>ll as a national teenage
dance fad is a recurring ghost. It has
been around before to plague other
generations under different names —
Charleston, black bottom, jitterbug.
Rock-'n'-roll music is a combination of
rhythm-blues with country-western. It
is a native product like bourbon and
drive-in movies but it has roared
through Canada, overwhelmed the
British Isles and swept onto the con-
tinent. One of the top tunes in Ger-
main right now is "Jede Nacht Rock
32
SPONSOR
15 OCTOBER 1956
ELL SOAP?
; ie stack up as a product salesman ?
audience that buys?
'n' Roll," which translates into "Every
Night Rock V Roll."
R-'n'-r came in for some psycho-
analyzing recently when Art Ford, d.j.
at WNEW, New York, invited Dr. Ben
Walstein, a psychologist, to listen to
some recordings and comment on them.
Dr. Walstein read into Elvis Presley's
rock-and-roll rendition of "Blue Suede
Shoes" the following: The business of
"don't step on my blue suede shoes"
was in a sense an adolescent plea for
independence and some degree of pri-
vacy. He saw in Presley's style the
sort of anti-formalism found in modern
free-form painting.
Elvis Presley is currently the high
priest of rock-'n'-roll. But there are
many other exponents of the cult: Bill
Haley, "the cat with the crazy curl;"
Little Willie Johns; The Teenagers,
headed up by 13-year-old Frankie Ly-
mon; sizzling La Vern Baker; Clyde
McPhatter, onetime choir boy; Pat
Boone; Fats Domino; and the aptly-
named Screamin' Jay Hawkins. As a
Rock-'n'-roll, surprisingly
enougn, attracts some adults, and certainly
many teenagers. Its popularity justifies a study
of the teenage market which comprises abouf
24 million youths with an average per capita
weekly spending capacity of $ 12.71. They also
have, as surveys show, strong sponsor identifi-
cation and a high degree of show loyalty.
class, they do not quite fit into "pop"
as represented by Perry Como, Patti
Page or Frank Sinatra; nor are they
"jazz" in the manner of Louis Arm-
strong and Dinah Washington {Down
Beat, the jazz magazine, actually takes
a dim view of rock-'n'-roll and rec-
ommends that it: "Quit rocking'").
Yet the platters of this r-'n'-r crowd
account for about 25 of the top 100
recorded sides in Billboard's recenl
tabulation of dealer, d. j., and jukr
box operator surveys. The same mag-
azine's listing of best-selling pop rec-
ords in Britain showed things to be
even rockier over there — 11 of the top
20 are r-'n'-r!
As for Elvis himself, he's at or near
the top in polls everywhere. Variety
for 12 September placed him first in
the disk jockey poll with "Don't Be
Cruel," and in ace spot on their score-
board of top talent on the basis of three
of his current hits — "Hound Dog,"
"Don't Be Cruel" and "I Want You° I
Need You." Since RCA- Victor ac-
quired Elvis about a year ago from
Sun Records for $35,000, nearly 8 mil-
lion Presley records have been sold.
This includes an advance sale of 690,
000 on a single to be released soon.
With this kind of output, Elvis plat-
ters are in for a lot of spinning on all
those radio shows that feature the top
pop tunes. Not all d.j.'s are happy
with this situation by any means. Robin
Seymour at WKMH, Detroit, decided
to get along without Elvis and received
500 letters from teenagers who threat-
ened to boycott his show. In Minne-
apolis, Station WMIN banned all rock-
n'-roll in recognition of "mounting
nationwide opposition to such music."
This act not only brought phone calls
from the kids threatening "not to tune
in," but mysterious false alarms have
sent Minneapolis and St. Paul fire en-
gines rushing to the studios. Youth
will be served.
If r-'n'-r is one key to the teenage
market, then these questions naturally
follow : How important is this market,
what are its listening habits, and how
much does it have to spend?
Gillette Razor Blades is one big na-
tional advertiser with a very deep in-
terest in the teenage market. The
company reasons that the "little
shaver" of today will one day soon be
shaving. With their agency, Maxon,
they are conducting an exhaustive sur-
vey into listening and bu\ ing habits of
teenagers. The survey has been going
on for two years and is still conducted
in six test markets — not by one re-
search organization — but by several.
The results are then cross-checked by
Gillette and its agency.
This survey, according to timebuyer
Ray Stone, of Maxon, has substantiated
many long-held beliefs regarding teen-
agers. For example, they tend to be
more or less where you expect to find
them in their radio listening. In music
preference, there is a sharp line of
cleavage between high school and col-
lege; the high school crowd are non-
conformists, devotees of off-beat music
Once in college, the leaning is more to-
ward classical. In general, girls favor
romantic pops, while boys like it wild
and jivey.
"I in,- ihin<r the survey has pretty
well proved," says Stone, "is that the
most economical way to get through
lo teenagers is via the disk jockey
radio program."
Gillette is using spot radio on d.j.
shows, and their commercial approach
is of an institutional nature. The d.j.
is allowed all kind of freedom in his
presentation. If he winds up a minute
announcement in 35 seconds, nothing
is said. But check surveys are run
some weeks after programing starts to
lest impact on teenagers. If, for ex-
ample, a question like, "When you start
shaving, what type of razor do you
plan to use?" brings a 50-50 division
between electric and safety razors on
the first, pre-campaign survey, then
naturally when the question is asked
again several weeks later, Gillette likes
to hear that the tide has changed in
favor of their type of razor.
The concept of planting for the har-
vest, of conditioning youth to brand
names against the day when they are
major spenders is, of course, a sound
argument in favor of r-'n'-r. There
are 24,100,000 youths between 10 and
(Please turn to page 96)
y
3TESY COLUMBIA RECORDS
Frank Sinatra, once the idol of screaming
teenagers, >till i '-mains favorite of those
teeners grown up. Advertisers also seek teen-
age market for customers of the future
SPONSOR
15 OCTOBER 1956
33
Helene Curtis' race with tv
Toiletries manufacturer, nsin» multiple-program network pattern,
keeps paee with tv's selling by expanding its oh ii line, buying other firms
JJ elene Curtis Industries has a for-
mula for everything — shampoos, hair
dressings, deodorants and — network
l.lrv ision.
The Chicago toiletries firm mixes
its advertising ingredients with the
same precision it uses in blending
oils, lotions and fats in its 3,000-gallon
vats. And it turns out a new network
l\ show almost as often as it produces
a new toiletry item. Its most recent
acquisition?: // ashinglon Square and
the Lentheric toiletries and perfumes.
Helene Curtis Industries is a name
long known around the nation's 100,-
000 beauty shops. But since it started
manufacturing for the consumer nine
years ago and since it went into net-
work television in 1952, the Helene
Curtis name is now recognized every-
where. That name is currently at-
tached to between 40 and 50 products,
divided among 10 major product lines.
Consumer advertising, particularly
network television, has established the
name and sold the products, enabling
Curtis to expand its line many times
over in the past five years.
And network tv is the advertising
ingredient which gets the most me-
ticulous blending, because this medium
is allotted more than half of the com-
pany's $9 million annual advertising
budget.
What's the Curtis formula for its tv
blend?
The toiletries buyer is a fickle one,
and has to be continuously re-per-
suaded. But the television viewer is
devoted. In the past four years, rang-
ing through 10 network television
shows, Helene Curtis has successfully
converted the fickle to the devoted.
The two elements in this mass conver-
sion: (1) sponsorship of multiple net-
work tv program vehicles and (2)
studied analysis of the commercials.
Helene Curtis Industries started buy-
ing top-name, high-grade network tv
shows in 1952, and has stayed with
this program concept ever since. A
quality show, of high entertainment
value and carefully executed produc-
tion, brings the company its first re-
ward in the guise of an audience — a
mass audience.
The kick-off vehicle was Tommy
Bartlett in Welcome Travelers on NBC
TV in 1952, followed by Doivn You Go
on the DuMont network in 1953. Pro-
fessional Father sold Helene Curtis
products from January through June
of 1955, supplementing the company's
charter sponsorship of Steve Allen's
Tonight on NBC TV.
There were four other contrasting
shows in the past year: reruns of half-
hour Ford Theatre films, retitled the
Best Plays of 1954-1955; Caesar's
Hour with Sid Caesar from September
1955 through June 1956; Dollar a
Second, continuing also until mid-
1956, and Queen for a Day.
This fall the company launches its
fifth season in tv networking with
Annual network tv budget of $4-plus million gets careful plani
p.
PROGRAMS: Curtis buys two network programs, each "I different types. The older show
i /(/,,;/. 1/ Um the newei is houi long Washington Square with Ray Bolger, r, which
debuts on NBC TV 21 Oct John Daly, above, 1, interviews Willard Gidwitz, c, president
and George Factor, r, via president. < urtis has had 10 network shows since '•">-
: I
SPONSOR • 15 OCTOHKR 1956
two programs. Both are again airae I
at mass audiences, hut eaeli is trig-
gered toward a different type of view-
ing group. It lull's \ly Line'/ on CBS
TV Sundays, continues as a Curtis
mainstav. and was picked up bv the
corapan) earlier tins year when it pur-
chased Jules Montenier Inc. \Ion-
Helene Curtis Industries is
a growth company, and the biggest media
spur to that growth is network tv. From a
$20,000 ad budget in 1946, Curtis now spends
$9 million, more than half of which goes to
network tv. Three big Chicago agencies —
Gordon Best, Earle Ludgin and Weiss & Gel-
ler — handle 10 major products for men, women
tenier, manufacturer of Stopette de-
odorants, built his success on this pro-
gram, which started as a summer re-
placement six years ago.
A new entry this fall will comple-
ment audiences to the other network
shows, and is expected to get greater
and more diversified audiences than
either of the others. It's NBC TV's
program "spectacular," Washington
Square.
Rav Bolger and Elaine Stritch star
in the hour-long live series, which
makes its debut next week on 21 Octo-
ber. Curtis has contracted for 17 epi-
sodes, all of them in color. Fourteen
will alternate with Wide Wide World
on Sundays, 1 to > u.m, New ^ ork
Lime. Chree will be slotted into prime
week-night periods during \la\ and
June.
\\ iih these network t\ features,
Ilelene Curtis has gained it- ln-l tele-
vision objective: programs which will
attract large viewing audience-.
Programing delivers \iewers bill
commercials sell them, says Jack K.
Lipson, advertising manage] "I the
toiletries firm. \nd the commercials
therefore get equal attention and a
budget in proportion to the high costs
of the network shows.
Commercials, savs Lipson. "are
what make our television investment
pav off. We know of no better wav to
demonstrate our product-."
This pay-off to the advertiser is far
from automatic, however. Mere expo-
sure, he points out, doesn't sell the
sponsor's products. Good commercials
do.
What's a "good"' commercial? In
the opinion of Helene Curtis manage-
ment executives, it includes product
benefit, demonstration, imagination.
taste and high qualitv.
"We judge a commercial bv one
thing: the end result,'' says Lipson.
"We don't care if it takes 4,(K)0 peo-
ple to produce it, or 15 days of loca-
tion shooting. We don't judge by the
work or the money that goes into it.
We determine its effectiveness in onlv
one u;i\ : the amount ul -nod- it
moves li "in dealers sh I
Mel. ne Curtis Industries has more
than the usual client quota of obsta-
cles in the planning and production ol
it- network television commercials.
Man) nf these obstacles are unavoid-
able, an outgrowth of the rapid ad-
vance ol the company itself. < Ithei
stumbling blocks, such .1- rigid client
requirements, are av oidable. II Curtis
le— ened it- production standard-. <u
lowered its content <|ualitv. the busi-
ness ol filling two network tv shows
weeklj with a variety "I multiple-prod-
uct commercials would be a lot easier.
Easier. ves. but less profitable and
less professional, savs Lipson.
These are some of the bigger prob-
lems in commercial production which
Helene Curtis Industrie- -dives daily,
and which every television advertiser
shares to some degree.
1. Multiple-product line. Helene
Curtis has a continuallv expanding
toiletries line. Its laborator) chem-
ists keep stirring up new brews for
product and market testing and for ul-
timate addition to the current line.
And. as was the case earlier this vear.
Curtis has bought other companies in
the same field when it seems more
feasible than developing competitive
items in its own manufacturing plant.
In January, it purchased two com-
(Please turn to page 110 I
programs commercials and merchandising pay biggest dividends
COMMERCIALS: No expense is spared to
gel variety, repeats an- minimized. L to r.
Lee Kin;:. Weiss & Geller; Elaine Conti;
Bernard J. Gross, W&G; Jack Lipson. Curtis
advertising manager, and Fred Gately, Sarra
-"•Si'
this NEWS
is so RED HOT that we
were compelled to
send it to you between
PROTECTING SHEETS
Of FIRE-PROOF
ASBESTOS
MERCHANDISING: Dealers gel punchj
promotion which sells firm's prestige i\ 1 m-.
"Red Hot" mailing in red ink on asbestos
sheets hypoed dealer interest and sales
So pur budget is too low for 1 v
Freirich meat-packing firm, like many a small client,
wondered it* if could afford tv. After year on air. sales of new pre-eooked
i on u ue are up 200%. Along the way. company learned to use radio
Josie McCarthy, who introduced Freirich on
her cooking portion of the "Tex and Jinx
Show." She'll soon boosl Freirich's new book-
let, "33 \\ underfill Ways to Serve Tongue"
The MB;. WRCA-TV ira„, behind Freirich
(I. to r.) I d Bi nnetl and Stan Lev) oi th
• ii di partmenl ; sal, man John < a in,
l Mc( arthy, and men handising expi 1 1
[oi Murphy. Seated an [err) Freirich,
Selma Freirich and account exec hied Bruns
g o man) a small advertiser, tele-
vision is as frustrating as a mirage. Ii
shimmers in the distance with a prom-
ise of unlimited sales opportunities.
But how do you get into it withoul
shooting your bankroll? And how do
Nun learn to harness the medium when
up till now your advertising has been
confined to the simplicities of small-
space newspaper schedules?
Questions like these ran through the
minds of executives in the Julian Frei-
rich Co. of Long Island Cit\ just about
a year ago when the\ began planning
a television campaign. What's hap-
pened since can provide encourage-
ment for other small advertisers who
are still poised on tv's threshold.
Freirich is a meal-pac' ing firm of
moderate size. Its brand appears on
bacon, ham and other meat products
distributed in essential!) the New i. ork
metropolitan area. Hack a year ago it
had just placed a new Freirich prod-
uct on the market, pre-cooked tongue.
Toda) sales of the tongue have jumped
200''; and, perhaps just as important.
Freirich has learned that it can use tele-
vision successfulK without investing
beyond its capacity. (Along the way,
Freirich also learned that you can ex-
tend the reach of a limited-budget tv
campaign with radio for a small per-
centage of \our original tv invest-
ment, i
One of the keys to Freirich's smooth
transition from tv camera fright to t\
assurance was its agency. Freirich
has bad several agencies in recent
years, and w ith each, found it was too
small a frog in too large a puddle.
Recalls Jerr) Freirich, president ol
the family-owned firm: "Once we
made a decision to launch a campaign,
we gol v ci \ Utile ii i lii, m the agen-
c) than a hello on the phone from the
a.e. w hen it was time to renew. '
But with the S. Duane I. von agenc)
and account executive Fred Bruns.
Freirich found it had an agenc) which
was willing to invest its time and
thinking in the account to the point
where Bruns is frequent!) to be found
out on a truck with a Freirich route
man getting the feel of the business.
The attitude of the agency is. patent-
ly, all important when a new client
makes his entrv into television.
Whether you're talking about a mil-
lion-dollar account or one spending
less than $50,000 (as in the case of
Freirich I, use of a new medium has
to mean more overhead for the agency.
It's apparent, therefore, that the client
who plans to follow in the footsteps of
the hundreds of Freirichs around the
count r\ must first assess the willing-
ness of its agenc) to invest the neces-
sarv thinking ami experiment.
The second step for Freirich was to
choose the right product. It could have
picked one of its fast-selling, well-
established items. But it wanted to see
what television could do for a rela-
Though Freirich tongue's first
year on tv and radio was virtually an experi-
ment for the sponsor, the product's success
reveals an advertising pattern t'lat could be
useful to other so called "small advertisers."
With careful planning by a dollar-conscious
agency, Freirich's sales have increased by
200% during the past 12 mont' s as Freirich
has joined the big time on a small budget.
tivelv new product and as it tinned
out the choice was a good one.
Freirich's pre-cooked tongue is las
Sl'ONSOH can teslifv I as tastv as anv
on the market and it is a great labor-
-aver. It lake- perhaps 2d minute- to
heal compared with over an hour to
COok a raw tongue. This means a Iv
performei who tries the product prior
36
SPONSOR
L5 OCTOBER 195C
to selling it over the air is apt to be
more than usually enthusiastic about
it. To add to its suitability for tele-
vision, the tongue comes in see-
through plastic packaging and is
trimmed. There's plenty to show the
housewife on television.
Naturally, these product plusses re-
quire a premium price, 60-TGy more
than non-prepared competition. This
was a hurdle which television had to
get over.
Freirich chose WRCA-TV's Josie
McCarthy as its first television sales
personality. Freirich participations
were in her segment of the Tex and
Jinx Show in early afternoons. For
four days each month from October to
December of 1955, Miss McCarthv
gave Freirich tongue her informal,
personal treatment.
In choosing a cooking personalih
like Josie McCartln. Freirich was tak-
ing advantage of a ready-made audi-
ence of women with a greater than
average interest in cooking. Tradi-
tionally, the cooking personality at-
tracts a relatively small audience (al-
though in this case there's the wider
range of programing values provided
b\ Tex and Jinx). But the advantage
of this kind of audience for a brand
HOW FREIRICH COT ITS FEET WET IN TELEVISION
1. THE 40-YEAR-OLD Freirich meat-packing company selected newest addi-
tion tn it> line, pre-cooked tongue, fur tv exploitation becau-e of its
demonstrable sales points, including fa; t it was trimmed, ready to eat,
2. TO REACH WOMEN who are interested in cooking: and good food. Frei-
rich Tongue was introduced 1>> Josie McCarthy over her cooking portion
of WRCA-TV Tex & Jinx Show. McCarthy did job of describing product.
3. RADSO hacked up the tv introduction h> adding faithful following-- of
personalities like Dorothy and Dick. WOK: John Gambling, WOR; John
McCann, WOK; Galen Drake. WCBS, who gave tongue personal selling.
4. LATEST FHASE of Freirich tongue campaign is use of 1 1 1.1).'- a week
since end of last April. Adjacencies next to big network shows gives
Freirich benefit of ratings. Participations will augment I.I). 's when needed.
S. Duano Lyon account executive
Bi mi- t .i I k i nu n nl I reirich's driver-
distributors Besides making such first-
hand mark) t surveys foi Fr< irich tongue,
Bruns buys time .md w i ites i op)
new food product is i onsidei able.
Spi inkle the h ord about a new time-
sa\ «-t among this type "I \ iewer and
you're seeding the conversation at
women's clubs and gatherings foi
months to come. \ ou at e, in othei
words, reaching the opinion-makers of
the recipe set.
In purchasing time on the show, ac-
count executive Brims took advantage
of a special rale package WRCA-T\
was then offering. Brun was able to
Inn blocks of fotn participations foi
the price of three if the\ all were for
the same week. At the time the week-
ly rate was $425.
The bargain rate was further
stretched by splitting Freirich's adver-
lising week. Two partici] atibns were
run Wedneschn and Friday to catch
the week-end shopper, and the remain-
ing two were placed Monday and Tues-
day The effect was to reach women
over a two-week period.
Freirich sold to women during this
period with radio as well. Radio par-
ticipations were picked for the same
reasons Josie McCarthy had been cho-
sen on tv — to reach loyal audiences
who would believe what their favorite
personalities told them. The radio
schedule included: Dorothy and Dick,
WOR; John McCann, WOR: John
Gambling, WOR and Galen Drake,
WCBS. Radio was used during the
weeks Freirich was not on t\. Uong
with essential copy, each radio per-
sonality was given a few pounds of
Freirich tongue for a personal taste
test.
Tv and radio on an alternating ba-
sis continued until Christmas week.
For the holidaj period Freirich bought
participations on all of the previously
used programs in a concerted sales
push and then returned I" its normal
alternating schedule.
'I he second phase of the campaign
started at the end of \ptil of thi^ year.
I>\ then Freirich tongue was consid-
ered established in the New York mar-
ket at least to the point of consume]
recognition thai it was a superior
product. The job ahead was to keep
the name constant!) in the mind ol
women.
For the job, Freirich chose I.D. s,
1 | a week. Eight of them clustered
SPONSOR
15 OCTOBER 19.">f>
37
around Wednesdays and Thursdays
aimed at the same week-end shopping
trade that had been sought earlier via
Josie McCarthy's Wednesday and
Thursda) participations. The remain-
ing >i\ were sprinkled through the rest
of the week with the exception of
Saturda) .
I he Freii ich LD.'s showed up nexl
tO SOme <>f NBC TV's hot known
shows. Ilir line-up included, and -till
does, Wide // ide World, 'today. Horn,-.
Tonight, The Children's Hour. Queen
far a Day and Matinee Theatre. Frei-
rich's hill for these adjacencies c ■-
lo $825 a week, i \ew rate increases
effective I December 1956 w ill up the
tali to $1,350.)
Freirich and S. I Inane Lyon's sales
job is far from finished when the
ladies have keen sold over t\. In a
retail distribution set-up like Frei-
rich's, the compan) driver-distributors
have to sell the butchers along their
routes. Fred Bruns makes sure thai
they, too. are kept enthused about
Freirich tongue. In order to make
their selling job easier Bruns gives
them schedules of the pro-rams beside
which Freirich LD.'s appear. The
schedules have proved useful as a
means of forewarning drivers and
dealers on what days to expect the
heaviest demand. They also drama-
tize how Freirich is consistent^ hack-
ing up retailers on television.
This month Freirich. while retain-
in- its I 1 weekl) LD.'s, starts partici-
pations on the Josie McCarthy Slum.
The occasion is the publication of 33
Wonderful Ways to Serve Tongue, a
cookbook prepared h\ Jerrj Freirich's
mother. Selma Freirich. The cookbook
will he offered free of charge.
That s where Jerrj Freirich stands
today, a year aftei he first dipped his
toe into t\ waters. He mighl well ad-
\ ise that the water's fine, it's just a
mallei ol learning what shoke- to use.
Naturallj I red Bruns has I een hap-
p) with the -ale- thai television ami
radio have built for Freirich hut he
-ax- he"- also pleased with the treat-
ment he has gotten at \\ l!C \- 1 \ .
To sum it up. Hi mis saj . "It's been
a revelation to me thai the -mall bud-
el gets ih-- respect and attention that
it doc-. We've used ever) one of
\\ IK \ I \ s departments and they've
helped US work "ill mil le< hnical prob-
l( ms in a W8) thai ha- made n- feel
thai we were General Motors." * * *
18
gjlllllllllllllllll!
RADIO SALUTES THE NEW CARS
Print media monopolized Detroit s annual
unveilings until Storer put Detroit on radio
\j Storer Broadca>ting Co. introduced it- Auto-
mobile Shan of the Air. news of Detroit s annual un-
veiling ol the latest in automotive design was virtual!)
the exclusive domain of the print media. Now in it-
third vear as a feature of the seven Storer radio stations.
the yearly series has made a largel) visual news event fit
entertainingl) into a radio format.
The concept for the Storer Automobile Shou of the Mr
wa- w. iiked out bv Robert ('.. \\ 1. national sales man-
ager of Storer, who was looking for a method of pre-
senting new car news in a wav that would compare
favorablv with the editorial space devoted to the new
cars in newspapers and allied media. To give the radio
treatment a feeling of being up-to-the-minute, Wood ar-
ranged for 15 minute interview- with industry leaders
to be tapi'd in the motor capital. Storer newsman John
LeGoff of WJBK-TV. Detroit, handles the annual
assignment.
Master tapes of the show are returned to the auto
companies for reproduction so that anv radio station can
request a duplicate tape for rebroadcast free of charge.
One tape recorded last vear was broadcast bv more than
300 stations.
Management of the Storer stations has found that
Automobile Show of the Air provokes interest among
local car dealers b\ acting as a business stimulant; deal-
ers have also used the program as a tool for conveniently
briefing their salesmen.
Each \ear LeGoff visits heads of each division of ever)
automotive companv. Division head- describe their line's
-Ivle changes and explain the latest safety and engineer-
ing innovations. Each interview is wound up with a dis-
cussion of general business trends expected to develop
in the coming v ear.
Though the Automobile Show of the Mr originated a-
a mean- of matching print coverage given to new auto
model-, it ha- turned out that in some wav- radio i- even
more effective. A letter from a listener who had heard
the Storei -how commented that: ". . . safdv features
and engine design which are reall) the most important
things about a car made more "I an impression when
discussed on radio where there are no flash) picture- In
distract v ou,
Although the series help- stations -ell time on a local
level. Storer and all olhei radio stations have made a
polic) ol carrying the series on a sustaining basis, * * *
i
SPONSOR • 1 5 in TOBEH 1956
FIFTH ANNUAL
ADIO AND TV SECTIO
The broadcasting media's biggest specialized market is reached by farm director's
high-powered salesmanship. Stations are doing more farm programing than ever
What is happening in farming can be summed by
sa\ in" that never has so much been produced for
so many 1>\ so few. U.S. farmer, more productive
than ever, is turning out more goods on the same
amount of land as he used three decades ago and
using fewer people to do it. While he has been
having trouble vv ith prices, farm income is being
distributed among fewer farmers. Farm population
has decreased b\ about the same percent as U.S.
population has risen. Though farm population is
down, farm market is radio-tv's biggest special-
ized market. About one-third of all farm radio.
tv stations answering sponsor questionnaire said
the) have increased farm programing over a year
ago. This is result of more business, search for
specialized audience on radio, growing home own-
ership of t\ on farms, up 2-V , over a yeai ago.
Project Editor. Ufred .1 . Jaffe
MARKET STATUS REPORT
U.S. farmer is better off in man) ways.
Mechanization increasing. See page 40
FARM RADIO- TV STATUS
Three out ol four radio stations beam
shows aimed at farmer. See page 44
RADIO-TV STATION LIST
Cross-section "I radio, t\ stations report
data on their programing. See page 51
SPONSOR
15 OCTOBER 1956
39
1
MARKET STATUS
THE U. S. FARMER:
BETTER OFF IN MANY WAYS
Farm income has been lagging behind rest <>! the economy
but there arc fewer farmers nowadays to share proceeds
■ m ai!i< i-t \ advertisers aiming to tap the farm market must understand the
dynamic changes taking place. These can be summed up 1>\ saving that never
have so few produced so much for so main. Mechanization and improved
farming methods have not only made the farmer a more efficient producer
hut lia\e begun to change his wav of living, working and thinking, much as
the auto, paved highway and radio did before World War II. \\ liile recent
economic developments have been unfavorable, farm net income in 1956 is
expected to turn up for the first time in five years, official reports indicate.
1. Total net farm income is down, but . . .
- 150
■ 125
■ 100
— 75
- 50
- 25
% OF 1947-1949
NATIONAL INCOME
FARM INCOME
1949 1950 1951 1952 1953
1954 1955
Decline in farm prices since Korean
War has affected net farm income
adversely since 1952. This is true
even though farmers are producing
more than ever. Total farm output
through 1955 was up 12' < over 1950.
Recent marketing developments, how-
ever, indicate upturn is at hand. Dur-
ing first eight months of 1956 farm
cash receipts were up 29c over same
period last year. During first half
of 1956 "realized net income" was
running at annual rate of $11.6 billion
compared with $11.3 billion during
same period in 1955. Chart at left was
produced bv McGraw-Hill publishers.
2. The farm population is decreasing . .
HOW FARM POPULATION
DROPPED,
1950-56
Gross farm
income 1 955 *
AREA
1950
(000)
', U.S.
farm pop.
1956
(000)
% U. S.
farm pop.
New England
494
2.0
445
2.0
782
Middle Atlantic
1.603
6.4
1,535
6.9
2,045
East N. Central
4092
16.3
3,816
17.1
5,925
Wert N. Central
3,913
15.6
3,399
153
7,876
S. Atlantic
5055
20 2
4,548
20.4
3,780
East S. Central
4,315
17.2
3,717
16.7
2,243
West S. Central
3,423
13.7
2,734
12 3
3,469
Mountain
927
3.7
824
3 7
2,021
Pacific
1,236
4.9
1,239
5.6
3,556
Total U.S.
25,058
100
22,257
100
$31,701
♦ Millions of dollar
The decline in the farm population
between 1950 and 1956 is part of long-
term trend, though there has been a
slight increase between 1954 and 1956.
Farm population is now 11.395 of
total I. S. population. Data covers
Vpril fur both years shown and 1956
estimates arc gotten from I . S. Dept.
of \griculture. Biggest decrease, per-
centagewise, was in West South Central
states, which showed 20'. drop. Only
hike in population was in Pacific /one.
where increase was 0.2%. Overall
drop in population is result of net
annual loss of <">5().0()0 people moving
from farms minus ncl animal pain of
381,000 in births over deaths during
the six-year period from l')5() to 1956.
hi
SPONSOR
15 OCTOBER 1956
3. Farm productivity has risen sharply . . .
Chart at right, from McGraw-Hill,
shows productivity of farm workers
per manhour from 1940 to 1955. The
productivity per manhour is almost
double what it was 15 years ai:o. This
is primarily due to mechanization.
Productivity per acre and per breed-
ing animal has not ;^one up as spectac-
ularly hut the increase has been sub-
stantial in both cases. Productivity
per acre figures arc significant since
cropland in use has changed little
since World War I. Farmers are using
same amount of land now as they did
in 1920 with slight drop in late 30's.
%0F
'47-'49
125
100
75
'40 '45 '50 '55
4. And there are fewer farm workers . . .
Not only are farm workers produc-
ing more, but there are less of them.
Like the decrease in farm population,
the numbers of people actualh work-
ing at farming is declining over the
long term. Moreover, fewer workers
are turning out more for a rapidly-
increasing population. Between 1940
and 1955, farm workers have declined
2'\' ', while U. S. population has in-
creased 25','. In 1940 one farm
worker supported 11 persons, while
in 1955 he supported 1111-. The
figures and chart at the left are taken
material in "'The Farm" magazine.
5. So that average net farm income has held up
Though total farm income has been
declining, it is shared by fewer l and
more productive I people. As chart at
right, taken from McGraw-Hill, shows
average net income of the farm popu-
lation in 1955 was slightl) higher than
1950 though lower than intervening
years. Per capita income of farm pop-
ulation in 19.55 was about the same as
average for \ears since World War II.
The data above includes farmer in-
come from all sources. Off-farm work
is important source of income for
farmer. Off-farm employment now
provides $1 out of every S,S in cash
income to farm families. In 1954 more
than 2 million farm operators added to
their farm income by off-farm jobs.
Areraje Pe*" ncomt of
nonforpi population
Average net income of
form population,
Dollars
2000
SPONSOR
15 OCTOBER 1950
41
MARKET STATUS C0 II ll II II I'll .
WITH REVOLUTION IN AGRICULTURE HAS COME BIGffS.
The average farm is bigger . . .
It is also more mechanized . . .
Troc'OrS
Motor
trucks
Gram
combines
Milking
machines
Corn
pickers
Pick-up
hoy balers
% OF
FARMS WITH
)
I
6
1
80
1954
1
1
to
1954
46
■■■■■
1954
■■■
1954
■■■ •
1954
I950««
1954 9
•
IS
14
t
With the decline in the number of farm operators has
come a decrease in the number of farms and an increase in
the average farm size. Even between L950 and L954 (the
latter year was the dale the of last agricultural census),
the increase in farm size i> noticeable. Since 1940 the
number of farms lias decreased well over L.3 million
Trend toward mechanization of farming continued at
rapid clip durin« the 5(1 s. Over the past 15 years I 1940
lo 1955) number of tractors went from 1.5 to 4.8 million.
trucks from 1.0 to 2.8 million, combines from 190.000 to
960,000, milking machines from 1T5.IIIIII to 740,000, coin
pickers from 110,000 to 660,000. Balers also increased
FARMER PRODUCES FEWER PRODUCTS FOR HIMSE
he technological revolution in farming has not onl)
made the farmer more efficient and productive but has made
him a more important customer for business. Thirt) years
ago the farmer produced 71) to !!()' '< of his production sup-
plies. Today, he produces about half. The machinery, fuel,
fertilizer, seed, etc., which the farmer buss now totals a
market of about $16 billion a year. The farmer has also
become a growing market for products of the home, in-
cluding food and dair\ products. I he farm market for
home electrical appliances alone is expected to total well
• pwr s ]. billion during the 1956-60 period. Since the farm-
er i^ alread) well-equipped with home appliances, most of
this mone\ will go for replacement product-.
While the farmer is having trouble with prices, the fu-
ture look- bright. The rapidl) growing I .S. population
and the growing urban standard of living means an ever-
expanding market for farm products and a wa\ of getting
rid of surpluses. According in the I .s. Dept. of Agricul-
ture population growth during the next two or three dec-
ades ma) arid 30-359* '" ' * • ■ • > I demand for farm products.
\ikI the marvel ol it all is thai fewei farmers will be
turning out this huge flow of goods. Farm experts assume
the number of farmers will decline 15',' during the next 2n
years and the long-term decline in population will continue.
Farms will undoubtedly continue to grow in average size.
This growth in the past, along with inflation and other
factors, has increased the value of the average farm I land
and buildings) from $5,500 in 1940 to $20,000 in L954.
During tin' 1940-55 period, the total value of farm ma-
chinerj ami vehicles ha- risen from s.'>.2 to si 7.7 billion.
Agriculture is becoming "agribusiness." However, it is not
becoming big business in the industrial sense, since cor-
porate fat iu> account for onl) 1', of all farm units and
<>' i ol total farm output. The farmer's waj tend- more to
the cooperative wa\ with coop- current!) handling about
20',' of farm supplies and products.
Ml these trends are having a significant effect on the
fanner's life and the things he doe-: the time he gets up
and goes lo sleep, the time he spends listening to radio and
l\. the time he spends with other media, his leisure hour-
ami the wa\ he spends them, the choice he make- in Inn ing
one product or another, one brand in another, one package
mi another. I n fori unatelv . there is less research than
there should
about this market of more than 22
people. One of radioh - big jobs is to fill in the man)
hole- in research foi the advertiser. * * *
12
SPONSOR
I ) o( mill i! 1956
MS, MORE EQUIPMENT FOR BOTH FARM AND HOME
The farmer has more amenities ... So his "level of living" is up
Percent of farm
homes with:
1950
1954
ELECTRICITY
78.3
93.0
TELEPHONES
38.2
48.8
HOME FREEZERS
12.1
32.2
AUTOS
63.0
70.9
The agricultural census of 1954 brought out the continu-
ing increase in electrical equipment in the farm home.
The greater number of farm autos increases the reach of
radio while the hike in farm home electrification mal.es
them a bigger market for electric appliances. (For some
estimates of what this market is, see chart below, right)
Farm-operator family "leve
of living'
' index.
1945-54
Area
1945
1950
1954
'( increase
1950-54
u.s
100
122
134
10.2
New England
137
152
157
3.6
Middle Atlantic
139
152
159
4.3
East North Central
131
148
156
5.6
West North Central
126
147
159
8.2
South Atlantic
65
90
106
18.3
East South Central
48
74
90
2 1.0
West South Central
79
103
121
12.2
Mountain
115
138
148
7.5
Pacific
150
160
171
6.7
i i average ror 19 IS 100
"Level of living" index figures, worked out b\ Dept. "I
Agriculture, arc calculated from percentage of farm homes
with electricity, telephones, auto- plus average value ol
products sold during preceding year. Studies have shown
these four factors are closer) associated with other goods
and services that go to make up the standard ol living
HUGE MARKET FOR GOODS NOW AND IN FUTURE
Farm output, U.S. population, income from 1910 to present
Estimated appliance sales, in millions of dollars, 1956-60
PERCENT OF 1910-55
1910
1920
1930
1940
1950
1960
Chart above, prepared 1>\ Agriculture Dept. illustrates
how constantly rising U.S. population and income provides
prop for farm products, will help take care of surpluses.
Third factor in farm demand— exports — is minor in the
overall picture though quite important for certain crop-
Agriculture Dept. estimates of purchase- of electric appli-
ances, equipment 1>\ farmers are shown al right. Total,
including some appliances not shown, comes to $5.3 billion.
Estimate for 1(X>1 -(>."> period is $6 billion while estimate
for next 20 years is $24 billion I $5,300 average per farm I
SPONSOR
15 OCTOBER 1956
Initial
Replacement
Major equipment
purchases
purchases
IN THE FARM HOME
Air conditioners
$81
$21
Dishwashers
37
26
Dryers, clothes
55
23
Freezers, home
144
219
Heating
20
13
Irons
52
Lights, wiring
441
575
Plumbing
105
289
Radios
105
Ranges
42
171
Refrigerators
535
Tv sets
156
316
Vacuum cleaners
20
88
Water heaters
21
80
Washing machines
439
ON THE FARM
Brooders, chicle
4
12
Drill presses
18
15
Feed grinders
5
14
Livestock watering
8
18
Milk coolers
27
97
Milking machines
23
54
Motors, fractional h.p.
12
17
Power saws
12
9
Tool grinders
7
8
Water heaters, dairy
8
2
Water pumps
26
98
13
2
FARM RADIO-TV STATUS
FARM PROGRAMING: WHY IT'S
GROWING IN BOTH RADIO, TV
More business, search for selective audiences is the answer for radio, growing tv ownership
is reason in tv but some people think there still is not enough to meet sponsors' demand
I lie farm population makes ii|i radio-lv's biggest special-
ized audience. The onl) specialized audience that is bigger
— if it can be called a specialized audience — consists of
people who lik<- music, an\ kind of music
It is bigger than any single geographical market. With
its more than 22 million people, it is bigger than the Negro
market, bigger than the foreigmlanguage market. But it is
more than that. It's separateness is emphasized by common
economic interests. You hear about the farm vote, but you
never hear about the mining and metals vote, or the package
goods vote. There may be such a thing as a labor vote but
who ever heard of an RLI) i Radio Labor Director) ?
The huge size of the farm audience is emphasized by fig-
ures in sponsor's 1956 Buyers' Quisle, which shows a whop-
ping 70' i nf radio stations scheduling some kind of local
farm programing. This includes a substantial number of
large metropolitan stations, which is not unexpected since
radio signals cover a lot of ground. Of course, the impor-
tance of farm programing differs station by station. How-
ever, 28% of stations listed in the Guide were considered
farm specialists — programing five hours a week or more.
Practically every farm home is a radio home. The differ-
ence in radio saturation between the Nielsen C and D
counties and the A and B counties is negligible. The
actual figures, respect i\ el\ . are 95.5'r compared with 90.0
and 97%. And the rural and village audience do a little
more listening than people in metropolitan areas.
rami television is mowing in importance. As of July,
farm t\ ownership was 51',. says the Market Research
Corp. of Vmerica, a jump of 25$ over July 1955.
While farm l\ programing was on the air as early as 191!!.
it didn't icalh get underway until L953, the first year fol-
lowing the FCC's tv station thaw. Reason: smaller markets
opening up, main of them right in the middle of rich farm
belts. <>f the LOO-odd l\ stations which answered sponsor's
questionnaire for the current farm issue, three out of 10
reported the} started farm programing in 1953.
Meanwhile, stations adding farm shows to their schedule
are doing so al a steadj clip, with the pace apparent!) in-
creasing il answers to sponsor's questionnaire are an indi-
cation. Fourteen stations reported adding farm programing
in L954, 15 reported doing so last year and through Septem-
l.ci of this year 17 stations said the) added farm shows of
one kmd 01 anothei to llicir programing schedules.
On both radio and tv. the average amount of farm pro-
graming is increasing. About a third of all radio and tv
stations reported increasing their programing over the num-
ber of hours beamed to farmers last vear. These reports
come from a total sample of about 350 stations in all.
Prime reason for the increase in tv programing is ob-
viously tied in with the growing farm t\ ownership. As for
radio, two trends are apparently at work. More business
must account for some of the increase. Secondly, the long-
term trend in radio programing involves the search for
means of reaching selective
audiences to provide radio Heart Of TclCliO
with specialized markets as
well as the mass market it
always had. While main tv stations talk shop to farmers,
they don't specialize to the degree found on radio.
Farm advertisers: The growing amount of farm business
on radio (and tv as well I is coming from the type of firm
which would be naturally expected to bu\ into farm pro-
graming. Speaking of those on the national and regional
level, these advertisers consist of manufacturers of feed, seed,
insecticides, building materials, bacteriological for animals,
fertilizer, fuel for farm equipment and the like.
Here's a cross-section of national and regional accounts
of this type currently reported using farm radio: Interna-
tional Harvester, U.S. Steel, U.S. Rubber, Lilly, Du Pont,
Standard Oil of California. Ralston Purina. General Mills.
Charles Pfizer, Swift, Stales Milling. Fairbanks Morse. Allis
Chalmers. General Motors. B. F. Goodrich, Nutrena, Rohm
and Haas. Continental Oil. Midland Cooperatives. Burdiek
Kle\atoi>. Donco. Inc.. Colorado Rural I lectrification Wn .
National Farmers I nion, etc. Main also appear on t\.
Advertisers selling non-farm goods are also represented.
Retailers of general consumer products are substantial users
of farm radio and there is also a smattering — but <ml\ a
smattering of national advertisers of consumer goods.
Examples: Ted Mangncr. farm director of k\IO\. St.
Louis, lias been selling for BrisloI-M\ ers for three \ears.
Grad) Cole, farm editor of WBT, Charlotte, has been selling
P>( Headache IvemeiK I \ei 20 wars. I hesterfields for
10 years. WPTF, Raleigh, has Reader's Digest as an adver-
tiser; WOW, Omoha, has Curtiss Candy; KGN0, Dodge
i Please nun to page lo i
II
SPONSOli
15 or.TonKR 1956
NELSON MclNINCH, center, KNX,
Los Ingeles, RFD, grin- at L956 [ndio
date festiva] 'for reason, Bee Btory)
FEED CONCENTRATE gets point-of-ale phi-
tying in farm director of WJTN, 250-watter in
Jamestown, N.Y. RFD is Robert 'Doc' Webster
BERT HUTCHISON, KDKA, Pitts-
burgh, with mike, records tape inter-
view with farmers at 'Grassland' event
JIM TODD, right, KM. I os An-
u' les, taki - i ession ol I' ickard,
now I. innli.il -ijiht in KM
JOHN McDONALD, below, \\-<\!
Nashville, NART1 I) head,
noon 1. 11 mi show al a local fair
framing is farm director but he is backed by many services on farming
CHUCK MULLER, KOA, Denver, RFD.
holding mike (left), discusses butane
tractor with III dealer at state fair
WRFD, Worthington, 0., has own tent
at Ohio Stati- Fair. Station also used
other locations, mobile unit at fair
'ilr* :' "It"
MILK PARLOR: Tank truck picks up milk from KWTO,
Springfield, Mo., demonstration 'milk parlor.' which sta-
tion'-- farm service department runs at a local fair
JIM HILL, associate RFD.
\\ ( '( i< ). Minneapolis. "-t. Paul, sees
display of station feed sponsor
JACK STRATTON. I. RFD; Vernon LES HARDING, 1. KELO,
Duncan, farm reporter, WK.Y, Okla- Sioux Falls, Roger Russel. an- . ' I '-*
homa City, used for client p-o-s poster nouncer, discuss Nutrena ads 1
^b FARM RADIO-TV STATUS < dntillllfll . . .
City, has lord cars. Vmong other clients reported are S.S.S.
I "MM. Prince Albert tobacco, ( amel, Luck) Strike and the
Institute of Life I nsuram e.
I lie latter incidentally, starts an importanl institutional
campaign this month. In a 26-week drive, the Institute will
use 29 ma jot stations three times weeklj for a total of more
than 2.20H announcements to sell the advantages of life in-
surance. Farm directors will, in most cases, deliver the sales
message themseh es.
Though other consumer goods advertisers can lengthen
this li-t. the fact remains that, as a group, manufacturers of
-run, il i onsumer goods are not big users of farm radio (or
t\ i. While rea-ous \ar\. the most common attitude among
such clients is that they can reach the farmer through gen-
eral radio and tv advertising.
Farm stations do not deny the farmer can be reached in
main ways. But, the) maintain, nothing can replace the
high-powered salesmanship of a farm director talking to
farmers and the loyalt) radio-t\ audiences have for a person
who talks their own language. While stations point out this
lo\alt\ and sales persuasion cannot he measured in terms of
cost-per-1,000, the) also add that many farm shows can
boast high audience figures and low cost-per- 1,000. KPRC,
Houston, has an earh morninu faun show which heats all
competition. WSB, \tlanta, has a noontime show which
heats all comers. A Dallas station reports one of its farm
shows ha- five times the rating of the second highest show.
A Tulsa station gets nearly half of all sets-in-use with an
earh morning program,
\ number of stations told SPONSOR (guiltil) I that farm
stations themselves were to blame for the Madison Ave., in-
difference. WKY, Oklahoma City, which reported that the
consumer advertiser picture has heen improving o\er the past
five years, with more tobacco and auto accounts buying farm
programing time, added, however: "There is still a lack of
dynamic sales promotion material. The farm radio picture
needs new blood and new methods." Among those echoing
this was KGDM, Stockton. Co-owner Alan Torbet com-
plained that much selling was on a hit-and-miss basis with
no unified effort.
Many stations have not been active in going after con-
sumer good clients. Said H. W. ^ oungsteadt. sales man-
ager of WPTF, Raleigh: "Until recently all efforts have
been made to get farm accounts into farm periods. \ow
we are going after consumer goods accounts for the first
time." The station had been bus\ fighting off the inroads
of tv and, after seeing some national farm accounts move
into video, is being rewarded h\ the return of some of them.
Though comparatively new to farm programing, tv stations have mast*
MILT BRANDL of WISN-TY, Milwaukee, inter-
views bystander at Wisconsin cherrj display.
Farm stations are active in plugging local produce
MAL HANSEN, ... farm director, Meredith WOW,
Ih< . discusses animal care for WOW-TV, Omaha,
cameras » iili chief herdsman at famous Boys Town
FLOWERS: Dave Botiman, I. ass'tl
sion iiliior: Ed ('oil. horticulture
cuss gladiolas for WOI-TV, W
™ HORSE SHOW: While WAVE-TV, Louisville,
■U farm service an incers look on (upper left pho-
to),horse is put through paces foi station program
HOW-TO-DO-IT: Propei barbecue technique is
' shown before cameras of WlliW TV, Topeka.
Suburban appeal is often put in farm programing
'DOC RUHMAN, \\ BAP-TV, h.n
I. iriu editor, discusses consume! prod
in -i mi his i\ fai in show . 'Farm
It is a moot point among broadcasters whether t lu\ should
«ii after national consumer accounts at tliis time. J< >lin
Udern, farm sales manager of k()\. Denver, said, "There
is still too much to he done in efforts to attract national ad-
vertisers of agricultural goods. The field is wide open.'
Another comment along 1 1 1 i — line comes from sales-con-
scious Bert Hutchison, agricultural director of KDK \. Pitts-
burgh. He told SPONSOR:
"Recenth 1 took a Pennsylvania farm paper and counted
the number of ads. The number was well over 1 30 different
advertisers. To me there is no reason win farm radio
should not be attracting more of these advertisers to the
radio medium. Granted some of the advertisers in the farm
publication do buy radio time, there were man) who did not.
I think it is up to farm directors, sales staffs and advertising
agencies to present the farm radio story more aggressi\el\ .
\n\ surve\ showing the number of rural homes reached 1>\
radio and those reached l>\ farm publications shows that
radio leads bv a ridiculous number."
And WOW. Omaha, reported it was pitching mostly to
farm accounts because such industries as oil, food, drug and
autos are "unaware of the quality of the farmer as a con-
sumer goods buyer."
Please turn to page 122 1
<iy aspects of appealing to farmers
L BISHOFF, \\ CKT (TV),
jinii. talks alioul e^s. Station went
air 2'J July 1956, ha* farm show
DEREK R00KE
VETERAN: WMCT (T\ >, Memphis,
has been programing to farm audienci -
since 1949. Shown is Derek Rooke, TFD
NORED: Bill Thiesenhusen, 1.
WKOW-TV, Madison, was III
ner. talk- with Rep. Glenn l)a\it-
SAFETY: Harvej Dinkins, I. WSJS-TV,
Winston Salem, t n 1 k - with accident
victim about problem of farm safety
THESE SIX SPONSORS
BOOSTED FARM SALES
FEEDS: When the makers of \ i < In i Feeds and
their agency, Nelson-Willis. Minneapolis, decided to
measure pulling power of radio in the farm market,
the) chose WCCO's Farm Topics. Vired from 6:00
a.m., the show featured three Archer announcements
offering a do-it-yourself painting hook. Result:
2,660 requests. Sponsorship was renewed.
CARS: On a Thursday and Monday this fall, two
three-minute interviews were aired h\ \l Bauer,
farm director of KSLM, Salem. Ore. Key topic was
discussion of cars by the Ford agency dealer in
Salem and Bauer. By Tuesday afternoon, following
the second interview. 22 new Ford automobiles had
been sold— seven of them to farmers.
FEEDS: The Stale) Milling Company chose as its
sales vehicle a half-hour panel-quiz program. Town
and Country Quiz, on WOW-TV, Omaha. Neb. Mai
Hansen, farm service director of the station, acted
as m.c. Within a short time, the feed manufacturer
had increased business in the area by approximate!)
11' i and attributed rise to television.
DRIERS: When the McRan Co. of Houston placed
a campaign on KTRH's early-morning Farm Front
Show, the station's farm director felt he should
familiarize himself with what was an unusual prod-
uct. The product, quonset-type driers and storage
facilities for grain, sold for from $15,000 to 8100.-
000 each. The RFI) ad libbed all commercials,
following the first program, a 82."). 000 building was
sold. In three months. McRan grossed about $250,-
000 due to the show.
FERTILIZER: \ fertilizer compan) offered three
lead pencils for every pencil stub sent into the sta-
tion. Offer was made on Farmer's Forum. KFSB,
Joplin. Mo.. 6:05-6:30 a.m. Monday through Satur-
day. Response came from more than 100 counties
in seven stales as a direct result of the offer.
FLOUR: Gooch's Milling. Lincoln. Neb., sponsors
Farmer's Wife, a homemaking show, on KM A,
Shenandoah, la. Earlier this year, the show's hos-
tess. Florence Falk. told listeners that lot l<> labels
from a Gooch producl the) could obtain a pair of
nylons. Ka a result. 3,115 mail requests were re-
ceived. Since 10 labels are equal to $5.50 in mer-
chandise, $17,132.50 in products had been bought.
I.
41,081 WRITTEN REQUESTS FO
SEEDS CONFIRM KPRC RADIO
LISTENERSHIP AND COVERAGE
Dramatic proof of listenership am
coverage was obtained when KPRC
k offered free tomato and zinnic
seeds. 41,081 requests from 126
Texas counties confirmed again
V _
what market-wise timebuyers havd j
known for over 31 years ... on the
Texas Gulf Coast (and in 89 othen
counties) they really listen to KPRC!
FIVE GOOD REASONS
why Texans listen to KPRC! II
2. MUSIC
■
!3. ARTIST
Newt gathered by seven full time news
tpecialisti for 15 daily ihowt is written and
edited for Texas listeners. Five AP wires for
regional and national coverage. Direct wire to
U. S. Weather Bureau.
Music shows feature well known Texas person-
alities. Veteran entertainer, Lee Norton, uses his
famous character originations, "Pancho" and
"Fothcringay." Zany Bob Byron spins discs, cuts
capers. Others include Bruce Layer, Biff Collie,
Bob Winset and Dick Eason.
Artist Don Estes, with several hit recor
on the RCA-VICTOR label is a strong
with the weaker sex. Don, former NBC
is featured daily on "Sunrise Serenade,"
all the latest pop tunes and spinning i
KPRC-RADIO LISTENERS!!
You buy
a lot of
Texas when
you buy . . .
NBC
music, Texas style, is provided by ever-
ilar Curly Fox, Miss Texas Ruby and the
chasers." Curly, "World Champion Old
Fiddler," and Texas Ruby draw thousands
month with their personal appearances.
Farm news, local, regional and national, is
gathered and edited by George Roesner, "Dean
of Texas Farm Broadcasters," and his sidekick,
"Buck" Buchanan. These two personally cover
all Gulf Coast livestock shows, conventions,
farm youth activities and other rural events.
H O U STO N
ON YOU« DIAL
5000 watts
Jack Harris,
Vice President & General Manager
Jack McGrew
National Sales Manager
Nationally Represented by
Edward Petry & Co.
Lawrence Welk and his
HONOLULU FRUITQUM BAND
:
pictured about 1934 during their
9 year stand on
WNAX
WNAX-570, the Big Aggie sta-
tion, introduced Lawrence Welk to
radio audiences way back in the
days of ear phones and crystal sets
. . . 1927 to be exact. Even in
those pioneering radio days, Big
Aggie had a sharp car for talent
and knack of knowing what people
like to listen to.
Today, Welk's sparkling cham-
pagne music is the toast of the
nation, and WNAX-570, the Big
Aggie station, is the toast of the
hundreds of leading advertisers
who use its airwaves to sell their
products. Yes, both Welk and
WNAX have grown and developed
into top performers. Welk is among
the top ten TV attractions in the
nation. WNAX-570 is a top-of-
the- list radio buy, delivering a big
monicd audience in the broad, 5-
statc "Big Aggie Land."
The Lawrence Welk aggregation today. A top TV
attraction. Heard every Sunday on KVTV Channel
9, WNAX-570's sister station in Sioux City, Iowa.
WNAX-570
Yankton, So. Dakota
CBS Radio
CBS • ABC
m.f
Sioux City, Iowa
Cowles stations — Under the same
management. Don D. Sullivan,
General Manager. Represented
by Katz.
.->()
MMI\MII(
hi i OBEB l').~)<>
3
STATIONS
CROSS-SECTION OF STATIONS CARRYING FARM TV PROGRAMING
Farm stations below are partial list only oj some 2 10 ' s. stations which carry
itirm programing. List is based on stations replying to sponsor questionnaire.
For more complete list <»' farm tv stations, tee sponsor's L956 Buyers' Guide,
100,000
NBC
COLUMBUS
WRBL-TV
100,
ABC
CBS
SIOUX CITY
288,000
CBS
NBC
k\\v
■i'.. ;
ABC
CBS
m
LA.
ABC
CBS
NBC
\Vt
NEW ORLEANS
ABC
CBS
NBC
SPONSOR
15 OCTOBKR 1956
J. W. Chambers and
John Radcck
V. 0. Deloney
Stale
City
Call
letters
Channel
Power
Net
Farm
programing
began
W.rkly
hours
(arm
Programing T«
More Let*
lay
Banal
Farm Director
Station rap
ALA.
ANDALUSIA
WAIQ
2
1955
4Vi
X
Tom Eden
BIRMINGHAM
WABT
13
316.000
ABC
NBC
1954
'/a
X
Boyd Evans
Blair-TV
\lik
TEXARKANA
KCMC-TV
6
100.000
A PC
CBS
1955
l'/4
X
John Shipley
V. R & MeC
CAI.
FRESNO
KFRE
12
316.000
CBS
I'l.t,
2
X
Wally Erickson
Blair-TV
FRESNO
KMJ-TV
24
447.(l(il)
NBC
I'n.i
l'/a
X
Ed Sturgeon
Raymer
LOS ANGELES
KNXT
2
111. Mill
CBS
1953
l'/4
X
Paul Pierce:
CBS TV Spot Sal
LOS ANGELES
KRCA
4
47.000
NBC
1953
1 5 6
X
Norvilli Gill.-pif
NBC Spot Sales
REDDING
KVIP-TV
7
30.000
NBC
1957
'/l
Branham
1 <>\v
HARTFORD
WGTH-TV
18
210. COO
CBS
1956
5 12
X
CBS TV Spot Sal
1 1 V
DAYTONA BEACH
WESH-TV
2
5.000
1956
Vi
Petry
JACKSONVILLE
WMBR-TV
4
ICO. COO
ABC
CBS
1949
5/6
X
CBS TV Spot Sal
MIAMI
WCKT
7
316.000
NBC
1956
1 5/12
X
William Bischoff
NBC Soot Sales
City
ORLANDO
WDBO-TV
6
100,000
ARC.
CBS
NBC
1955
Va
X
Blalr-TV
PENSACOLA
WEAR
3
55.400
ABC
CBS
1954
l'/a
X
Jack Kerrey
Holllngbery
TAMPA
WFLA-TV
8
316.000
NBC
1956
1 1 3
X
Mardl Llles
Blalr-TV
CA.
ATLANTA
WLW A
II
316.000
ABC
1953
S'/a
X
Crosley
Holllngbery
Holllngbery
ROME
WROM-TV
9
32.000
1953
'/»
Bob Martin
McGillvra
THOMASVILLE
WCTV
6
100. COO
NBC
1956
5
X
Don Erickson
BI«ir-TV
II 1
CHAMPAIGN
WCIA
3
100.000
CBS
NBC
1953
1 'A
Holllngbery
PEORIA
WEEK-TV
43
175.000
NBC
1952
5 12
X
Headley-Reed
ROCKFORD
WREX-TV
13
46.80O
ARC
CBS
1953
4
X
Lee Davis
H-R
INK
BLOOMINGTON
WTTV
4
100.000
ABC
1953
2'/a
X
W. T. Anderson
Meeker
INDIANAPOLIS
WFBM-TV
6
100.000
NBC
1949
2
X
Har.y Martin
Katz
1 '
MUNCIE
WLBC
49
14.600
ABC
CBS
NBC
1956
w*
X
Lee Alltrton
Walker IN Y |
Holman (Chicago
SOUTH BEND
WNDU-TV
46
185.000
NBC
1956
i
X
1 <in. nl McLoughlln
Petry
SO. BEND-ELKHART
WSJV-TV
52
250.000
ABC
1954
2',
X
Fcrrest Boyd
H R
low V
AMES
WOI-TV
5
100.000
ABC
1950
2%
X
Dale Williams and
Dallis McGinnis
Weed
DES MOINES
WHO-TV
13
316.000
NBC
1954
2'/2
X
Herbert H. Plambeck
P G & W
FT. DODGE
KQTV
21
330.000
NBC
1953
l'/a
X
.. _
John E. Pearson
OTTUMWA
KTVO
3
IOC. 000
CBS
NBC
1955 2'2
Dean Osmundson
B
SIOUX CITY
KTIV
I
100.000
NBC
1955 1
X
H
Boiling
Cliff Adams
Hnllingbery
Kat/
Wrs Seyltr. Wilbur
Levering. Dick Nichols
Capper
WICHITA
KARD-TV
3
100. 000
NBC
1955
6 2 3
X
Dale Watson
Petry
K1
LOUISVILLE
WAVE-TV
3
ICO. coo
NBC
1951
1
X
Shirley Anderson
NBC Spot Sale*
LOUISVILLE
WHAS-TV
II
316.000
CBS
1953
'/a
X
Barmy Arnold and
Hayden Tuiulous
H. R 4 P
Ml< II
DETROIT
WJBK-TV
2
100.000
1950
2'/a
X
Kit/
DETROIT
WWJ-TV
4
100,000
NBC
1951
1
X
J,, n F
Mm-ineld
Merrifleld
GRAND RAPIDS
WOOD-TV
8
316.000
NBC
1953
l'/4
X
Kati
.)'
tv stations continued
I
State
MINN
City
Call
letters
Channel
Farm Weekly
programing hours
began farm
Programing Today
More Less Same
Farm Director
M NPLS -ST. PAUL
MNPLS -ST. PAUL
MINNEAPOLIS
WCCO-TV
WTCN-TV
,000
NBC
CBS
l'/l
Cal Karnstedt
I 2 3
Harry Seils
Station r
Petry
-1
Ml).
Nil IN I
Nl I!
M l-»
COLUMBUS
WCBI-TV
4
30.000
CBS
NBC
1 956
I
HATTIESBURG
WDAM-TV
9
57.500
ABC
NBC
1 956
6
MERIDIAN
III, IIIMI
CBS
NBC
ABC
Bob Holland
COLUMBIA
HANNIBAL
25 1. 000
ABC
NBC
KHQA-TV
:n
KANSAS CITY
1 00.000
CBS
CBS
C. W. Jackson
ST. JOSEPH
MISSOULA
52.000
3'/j
I I/6
ABC
CBS
Harold J Schmitz
Tony Rollins
Headley-Reed
Gill-Perna
Meeker
SCOTTSBLUFF
KSTF-TV
ABC
CBS
NBC
Hollingbery
N ■>
OMAHA
WOW-TV
CBS
2 I 12
PLATTSBURGH
20.000
ABC
NBC
Mai Hansen and
Arnold Peterson
Bird Birdan
Blair-TV
II-
Blalr-TV
ROCHESTER
Mill (Kill
ABC
NBC
Hollingbery
SYRACUSE
N. C.
ASHEVILLE
1 79.000
1 955
2'/,
R. Fred Brown. Jr.
V. R «V MeC
GREENSBORO
milium
ABC
CBS
I 'A
CHARLOTTE
WBTV
3
100,000
ABC
CBS
NBC
1956
'/4
X
CBS TV Stiot
DURHAM
W T V D
II
316,000
ABC
NBC
1955
4'/i
X
Harry Middleton
Petry
George Perry
GREENVILLE
III)
ABC
CBS
Hollingbery
WINSTON-SALEM
WSJS
Harvey Dink ins
Headley-Reed
N. D.
BISMARCK
1 00,000
ABC
NBC
Blalr-TV
OHIO
COLUMBUS
WBNS-TV
CBS
William Zipf
COLUMBUS
2' 2
James Chapman
STEUBENVILLE
ABC
CBS
Ml
ABC
CBS
NBC
2',
E. P. Taylor
Avery- Knodel
iiKI \
9 i
S, it
OKLAHOMA CITY
316.000
ABC
CBS
2 2 3
OKLAHOMA CITY
100.000
2/3
PA. JOHNSTOWN
R. I. PROVIDENCE
WJAC-TV
WJAR-TV
70.800
315.000
ABC
NBC
1955
1952
COLUMBIA
FLORENCE
WBTW
ill,, iKin
ABC
CBS
NBC
GREENVILLE
RAPID CITY
WFBC-TV
KOTA-TV
75.000
CBS
NBC
SIOUX FALLS
ABC
NBC
2',
Wayne Liles
Jack Stratton and
Vernon Duncan
Walter Covell
Tom Rogers
Ben Leonard
Gene Taylor
Avery- Knodel
Kati
TULSA
KOTV
6
100.000
CBS
1950
2
X
Bob Thomas
Petry
OKI
KLAMATH
FALLS
KOTI
2
13.500
CBS
1956
'-■
Blalr-TV
SAL 1 M
KORT
Weed
TON
WUSN-TV
2
100,000
NBC
1954
2
X
Douglas Bradham
Weed
A
WIS-TV
10
269.000
NBC
1953
1 1/3
X
P. G tV W
CBS TV Spot SI
Headley-Reed
II NN
KNOXVILLE
WBIR-TV
10
316.000
CBS
1956
C
Ralph McDode
Kati
MEMPHIS
WMCT
5
.000
NBC
1949
l'/l
X
Derek Rooke
Blair-TV
1 1 \
AMARILLO
KGNC-TV
4
100,000
NBC
1953
1
X
J. Garland Smith and
H,il M.i\li,lil
K.it/
AUSTIN
KTBC-TV
7
316,000
ABC
CBS
NBC
1953
1%
X
Dave Shanks
Raymer
52
-I'UYSOK
15 OCTOBER L956
t"
stations < mi tinned .
ate
City
Call
letters
Channel
Power
Net
Farm
programing
began
Weekly
hour*
(arm
Programing Today
More Less Same
Farm Director
Station rep
CORPUS CHRISTI
KVDO-TV
22
20.800
ABC
1954
'/»
X
Bart Boyd
Young
FORT WORTH
WBAP-TV
3
100.000
ABC
NBC
I't-l"
'
x
W A. Ruhm.inn
P (, a. W
HOUSTON
KTRK-TV
13
316.000
ABC
1955
'/»
X
Dewey Compton
Hollingbery
LUBBOCK
KDUB-TV
13
316,000
CBS
1952
1
X X
Ray Trent
Brnnham
SAN ANTONIO
KENS-TV
:>
loo.ooo
CBS
1953
1
X
Bill Shomette
P. G 4 W
SAN ANTONIO
WOAI-TV
4
100.000
ABC
NBC
1956
5/12
Bill McReynolds
Petry
TEMPLE
KCEN-TV
6
100.000
NBC
1953
2'/.
X
Hollingbery
WACO
KWTX-TV
Mi
107.000
ABC
CBS
1955
3y4
X
Johnny Watkins.
Pat Patterson
Pearson
1 VII
SALT LAKE CITY
KSL-TV
5
28.300
CBS
1949
•A
X
CBS TV Spot Sain
A.
HARRISONBURG
WSVA-TV
3
8.300
ABC
CBS
NBC
1954
15
X
Homtr Quann
P. G & W
ROANOKE
WSLS-TV
ill
316.000
NBC
1952
Vh
X
Glen Howell
Avery- Knodel
\-ll
SPOKANE
KREM-TV
2
100.000
AHC
1955
Vi
X
Petry
. VA.
HUNTINGTON
WSAZ-TV
3
46.800
NBC
1951
2
X
W. D. Click
KAt/
WHEELING
WTRF TV
7
316.000
ABC
NBC
1953
'/i
X
Wesley M. Manley
Hollingbery
l-<
MILWAUKEE
WISN-TV
12
316.000
AHC
1955
\V»
X
Petry
MADISON
WISC-TV
3
100.000
CBS
1956
5
Bill Groves
P. G. W
MADISON
WKOW-TV
27
200.0CO
AHC
1955
2'/j
X
Roy Gumtow
Headley-Reed
WAUSAU
WSAU-TV
7
100.000
ABC
CBS
NBC
1954
7
X
Buck Leverton
Meeker
3
STATIONS
CROSS-SECTION OF STATIONS CARRYING FARM RADIO PROGRAMING
Farm stations below arc partial list only of some 1900 U. S. stations which carr}
farm programing. List is based on stations replying to sponsor questionnaire.
For more complete list of farm radio stations, see si'ON'soit's 1956 Buyers' Guide.
:ol.
STOCKTON
KGDM
1140
CBS
I'/i
John Mackenzie
9'/i
Chuck Maler
rate
City
Call
letters
Frequency
Power
Net
Hours
Programing hours
More Less Same
Farm Director
Station rep
lLA.
AUBURN
WAUD
1230
250
ABC
5
X
Bobbie Sanders
1
SCOTTSBORO
WCRI
1050
250
4'/i
X
Larry Garner
IRK.
ARKADELPHIA
KVHC
I24G
250
MBS
8
X
Bill Deaton
H II F Best
JONESBORO
KBTM
1230
250
MBS
9
X
Clarence Adams
Burn-Smith
LITTLE ROCK
KTHS
1090
50.000
CBS
4
X
Marvin Vines
Branham
ROGERS
KAMO
1390
1.000
7',
X
Hil F. Best
STUTTGART
KWAK
1240
250
MBS
15
X
Marvin Heflington
HII F. Best
:ai..
BAKERSFIELD
KPMC
1560
10.000
ABC
2'A
X
Burn-Smith (E)
H Oakes (W.I
CORONA
KBOC
1370
1.000
I'/i
X
Lou Evans
HANFORD
KNGS
620
1.000
8
X
Dave Camp
H. Oakes
LOS ANGELES
KFI
640
50,000
NBC
6'/2
X
Jim Todd
Christal
LOS ANGELES
KNX
1070
50.000
CBS
6
NHson Mclninch
CBS Radio Spot S
!
PETALUMA
KAFR
1490
250
12
X
Chuck Currier
Bdcst Time Sis
Blair
NBC Spot Sales
KFKA
1310
16 5 6
Larry Kirk
Holman
LA JUNTA
KBNZ
1400
250
MBS
4'/j
X
John A. Doengeo
Indie
PUEBLO
KCHF
1350
5.000
ABC
NBC
3
X
Jack Duane
Gill-Perna
1
1
STERLING
KGEK
1230
250
5-5'/2
X
Al Ross i. Al Casey
1
STERLING
KOLR
1490
250
MBS
7
X
Holman
:onn.
HARTFORD
WTIC
1080
50.000
NBC
9
X
Frank Atwood
Christal
DEI..
DOVER
WDOV
1410
1.000
8
«
Virginia Bracken
Webb
SPONSOK
15 OCTOBER 1956
I Please turn to page 56
53
^G^w
PROJECT
INFORMATION
CSC i KFAB
>re it is— fo help you plan marketing
and advertising campaigns
nany years agencies and advertisers have asked for coin-
spot radio market information. Now, for the first time,
available in one concise reference for radio markets
s the nation shown in the list on this page — with
>ns that cover over 46% of all the radio sets in the
;d States.
lay advertising or sales executive can have at his finger
— a history of the market, retail outlets, radio and
tsion facilities, newspaper circulations and rates, and
miic factors that prevail. All yours for the asking.
iters, Griffin, Woodward, inc.
'ioneer Station Representatives Since 1932
250 PARK AVENUE • NEW YORK 17, NEW YORK
EAST-SOUTHEAST
WBZJ WBZA Boston + Springfield 51,000
WGR Buffalo 5,000
KYW Cleveland 50,000
WWJ Detroit 5,000
KDKA Pittsburgh 50,000
WFBL Syracuse 5,000
wcsc
Charleston, S. C.
5,000
WIST
Charlotte
5,000
WIS
Columbia, S. C.
5,000
WSVA
Harrisonburg, Va.
5,000
WPTF
Raleigh — Durham
50,000
WDBJ
Roanoke
5,000
MIDWEST-
-SOUTHWEST
WHO
Des Moines
50,000
woe
Davenport
5,000
WDZ
Decatur
1,000
WDSM
Duluth — Superior
5,000
WDAY
Fargo
5,000
WOWO
Fort Wayne
50,000
WIRE
Indianapolis
5,000
KMBC-KFRM
Kansas City
5,000
wise
Madison, Wis.
1,000
KFAB
Omoha
50,000
WMBD
Peoria
5,000
KFDM
KRIS
WBAP
KENS
Beaumont
Corpus Christi
Ft. Worth— Dallas
San Antonio
MOUNTAIN AND WEST
KBOI
KGMB-KHBC
KEX
KIRO
Boise
Honolulu — Hilo
Portland
Seattle
5,000
1,000
50,000
50,000
5,000
5,000
50,000
50,000
CHICAGO
J. Michigan Ave.
cago I, Illinois
DETROIT
Penobscot Building
Detroit 26, Mich.
ATLANTA
Glenn Building
Atlanta 3, Georgia
FORT WORTH
406 W. Seventh St.
Fort Worth 2, Texas
HOLLYWOOD
1750 N. Vine St.
Uollyuood 28, Calif.
SAN FRANCISCO
Russ Building
San Francisco -I. < alif".
radio stations continued
City
Call
letters
Frequenty
Programing hours
More Less Same
Farm Director
GEORGETOWN
ATLANTA
ROME
SAVANNAH
1.000
WSB
750
50,000
NBC
HI'..
X
Mike MeDougald
Petry
WRGA
1470
5.000
MBS
n'.
X
Leo M owry
Walker
5.000
3',
Doug Strohbehn
IIIAHO
KPLC
5.000
CARBONDALE
Roy Freeman
JACKSONVILLE
.000
250
(Nov. 1.000)
Laverne Waltman
Blair
Forjoe
CALDWELL
KCID
1490
250
9-12
X
Duane Wolfe
Fran Booton
H . Oakes
GRANGEV1LLF
K0RT
1230
250
3
X
George Cook
- \
MOSCOW
KRPL
I4IH1
250
9
X
James Sanberg
Moore Assoc. »
REXBURG
KRXK
1230
250
12
X
Gene Shumate
WGN
720
50.000
5
X
Norman Kraeft
Holllrrgbery
WLS
K'.IO
50.000
ABC
MBS
16
X
Blair
-1
DECATUR
WDL
1050
1.000
9
X
Harvey Alltop
P G & W
DE KALB
WLBK
1360
500
8'A
X
George C. Biggar
Sears & Ayer
FAIRFIELD
WFIW
1390
500
II
X
Tom Land
Webb
LINCOLN
William Brady
Sears & Ayer
LITCHFIELD
WSMI
Robert Miller
HII F Best
MATTOON
METROPOLIS
1.000
3%
J. R. Strubinger
MT. CARMEL
Venus Vaughn
HII F. Bert
MT. VERNON
WMIX
Curt Bradley
IMi.
PARIS
John Powell
6"2
Glenn Boyle
CBS
10 5/ 12
Emil Bill
1020
.mm
SPRINGFIELD
Don Hanley
STERLING
Sam Bartlett
STREATOR
5%
Verne Buland
EVANSVILLE
5.000
NBC
Gene Crawford
EVANSVILLE
1330
Verne Paule
FORT WAYNE
1380
MBS
NBC
Head ley- Reed
P. G. W
Burke-Stuart
HII F. Bert
Weed
Hollingbery
Raymer
r. \v-
KY.
INDIANAPOLIS
50.000
13 5 12
Harry Andrews
KOKOMO
LOGANSPORT
NEW CASTLE
SALEM
VINCENNES
WIOU
CBS
8'/4
Ray Watson
Gene Walters
Howard A. White
WSLM
WAO
Erwin Elsert
WASHINGTON
BURLINGTON
CARROLL
WAMW
KBUR
KCIM
1.000
Dick Roberts
Eugene H Reiff
CENTERVILLE
CLINTON
DAVENPORT
DES MOINES
DES MOINES
KC0G
1400
100
Gene Logston
KR0S
KSTT
KIOA
WHO
1340
MBS
6'/j
Dave Sylvester
1.000
T ,
Jack Barlow
HII F. Best
P. G. W
F. Bert
Ram beau
Bill Hitt & Scott Lamb Hcadley-Reed
,0.1111(1
8'/„
Herbert H. Plambeck
P. G. W
DUBUQUE
IOWA CITY
OELWEIN
SHENANDOAH
KOTH
KXIC
KOEL
KMA
1370
ABC
Gerald MeAleice
12-13
G. M Ludwlg
Dick Petrik
'..linn
22',
Merrill Langfltt
Petry
WAII RLOO
DODGE CITY
LAWRENCE
KXRL
KGNO
KLWN
1370
. nun
ABC
MBS
J Ralph Vogel
Bolting
8 I 3
Roddy Peoples
Hagg
BOWLING GREEN
WKCT
1320
1270
1330
030
4'/2
Bill Drake
Indie
LIBERAL
KSCB
1270
1.000
5
X
HII F.
Best
WICHITA
KFH
1330
5.000
CBS
6 5
12
X
Bruce
Behymer
Bl.ilr
ABC
Hank Brosche
Pearson
56
SPONSOR
L5 o< tober L956
Response ?
Purina Got It
By The Bushel !
How do you reach Ohio farm folks? WRFD-Radio, Worthington, Ohio
has been successfully reaching this vast, rich market for years. But, don't
take our word for it. Ask the Ralston Purina Company. They've got proof
that WRFD delivers the goods when it comes to selling rural Ohio!
In August, 1956, Ralston Purina, the worlds largest producer of animal
foods, promoted a premium offer exclusively on WRFD. During a two week
period, farm listeners were invited to write for a pitcher and tumbler set, in-
cluding the name of the local Ralston Purina dealer with their requests. The
offer was definitely limited to farm families only. A schedule of 42 spots
weekly was used.
Ralston Purina got the response it was after — by the bushel! From 80
Ohio counties came 2,790 cards and letters requesting the pitcher and tum-
bler premium! Here is solid, firsthand proof that WRFD continues to gain
and hold the interest and confidence of Ohio's farm people.
Now entering its tenth year of operation, WRFD-Radio has consistently
served the rural and farm folks in its 72-county primary coverage area better
than any other medium. These vigilant efforts pay off in a big way for WRFD
advertisers. Put your sales message on WRFD and get deeper penetration at
lower cost than is possible with any other advertising medium. Let WRFD-
Radio get results for you — by the bushel!
Call (fttt-Pen*t<i National Representative
RFD-Radio
•<**&,*- ..'orthington,Ohio880K<.
SPONSOR • 15 OCTOBER 1956 57
radio stations continued . . .
State
City
Call
letters
Frequency
Net
Programing hour*
More Less Same
Farm Director
M V-»
WESTMINSTER
BOSTON
8'/,
Leverne S. MacLaughlin
Malcolm MacCormack
91/4
Ed Vallender
BENTON HARBOR
4' ,-6',
John P. Chase
1230
250
Ray Wells
ALBERT LEA
ABC
Bob Halt
HUTCHINSON
KDUZ
I. COO
ABC
14
20
MANKATO
Earl Kochnen
MNPLS-ST. PAUL
WINONA
50.000
CBS
MISS. COLUMBIA
JACKSON
WKRM
Maynard Speeee
Don Br.nham
Bill Fraser
WGDX
5.000
NBC
Forrest Cox
MO.
FULTON
KFAL
.000
Melvin A. Lee
HANNIBAL
JEFFERSON CITY
JOPLIN
KANSAS CITY
KANSAS CITY
KIRKSVILLE
KHMO
KLIK
KFSB
KCMO
WDAS
KIRX
1070
5 1.000
Ken Albridge
,,111111
Jack Kraeck
810
5.000
50.000
Leonard R. Brown
8'/,
Jack Jackson
MARSHALL
MOUNTAIN GROVE
NEVADA
ST. LOUIS
KMMO
KLRS
KNEM
KSTL
010
1450
1300
NBC
12'/,
Paul Vogel
250
ABC
7'/,
Robert M. Carlson
1360
1.000
1.000
250
North Pile
John W. Billingsley
Jim McCall
Station e
BOWLING GREEN
WLBJ
1410
5.000
MBS
5
X
Odis Blanton
Walker
CENTRAL CITY
WMTA
1380
500
2'/,
X
A W. Rowland
HII F. Best
DANVILLE
WHIR
1230
250
MBS
5
X
David B. Highbaugh
Holman
HOPKINSVILLE
WHOP
1230
250
CBS
15
X
Dink Embry
Bogner 4 Marti'i
HOPKINSVILLE
WKOA
1480
1 .11110
9
X
Bob McGaughey
HII F. Best
LEXINGTON
WLAP
630
5,000
AGC
Vh
X
Lind Voth
Pearson
LEXINGTON
WVLK
590
1.000
MBS
11'/,
X
C X
Raymond Holbrook
■j ►
Burn-Smith
MAYSVILLE
WFTM
1240
250
MBS
10
X
J. Scott True
MIDDLESBORO
WMIK
560
500
1,
X
Bill Baker
McGillvra
PRINCETON
WPKY
1580
250
6
X
_.._
Continental
RICHMOND
WEKY
1340
250
MBS
20
X
Charlie Mastin
LA.
ALEXANDRIA
KALH
580
5.000
ABC
8
X
Gene Miller
Weed
LAFAYETTE
KVOL
1330
1.000
NBC
8
X
Meeker
ME.
HAULTON
WABM
1340
250
MBS
7
X
Jake Brofee
Webb
MD.
FREDERICK
WFMD
930
1,000
CBS
17'.
X
Bob Helder
Gill-Perna
HAGERSTOWN
WARK
1490
250
CBS
10
X
Dick Collyer
UBC & H. Oak
P. G, W
SPRINGFIELD
WB2A
1030
51.000
7
Malcolm MacCormack
P. G. W
MICH.
ADRIAN
WABJ
1490
250
ABC
6
X
Don Dean
Mich. Spot Sale»
ANN ARBOR
WPAG
1050
1.000
18
X
Howard Heath
Everett-McKinney
Hollingbery
KALAMAZOO
WKMI
1360
5.000
6
X
Robert Barr
KALAMAZOO
WKZO
590
5.000
CBS
11'/,
X
Carl Collin
Avery- Knodel
MT. PLEASANT
WCEN
1150
1.000
6
X
Russ Holcomb
HII F. Best
HII F. Best
TH
WEBC
560
5.000
NBC
1'/,
X
Deke Grusendorf
Hollingbery
MONT
KSUM
1370
1,000
MBS
9
X
James L. Barkley
Rambeau
BAULT
KDHL
920
1.000
36
X
Upper Midwest
HII F. Best
Meeker
CBS Radio Spot
Pearson
Walker
Hollingbery
Indie
Meeker
Kati
Chrlstal
Bogner & Martin j
Pearson
Hil F. Best
SPRINGFIELD
WARRENTON
MONT. BILLINGS
GREAT FALLS
GREAT FALLS
KWTO
KWRE
KGHL
KFBB
730
1.000
5.000
500
7 I 3
2< ,
Charley Stookey
HII F. Best
Everett. McKlnnev I
KMON
790
1310
500
5.000
5.000
5.000
NBC
CBS
ABC
MBS
7V,
20
Loyd Evans
Pearson
X
Francis Rees
Continental
X
Katz
Boiling
J. G. Greer
Avery- Knodel
M II
LEXINGTON
NORTH PLATTE
OMAHA
SCOTTSBLUFF
KRVN
KODY
WOW
KNEB
1010
1240
590
MA
25.000
250
NBC
10' ,
10
Merle Johnson
Raymer
Meeker
CBS
■1,
X
Mai Hansen
Blair
1.000
MBS
5
X
Dick Inowcrson
Holman
.").';
H'UNMIK
15 OCTOBKR L956
In the rural Northwest, nearly six times more
people listen to WCCO Radio than all other
Minneapolis-St. Paul stations combined!*
how we keep 'em down on the farm!
Small wonder, for WCCO Radio is the only Twin Cities
station with the power and programming to serve Northwest
agriculture. Its 50,000-watt voice covers a 109-county
primary listening area in four states; an area with 223,000
farm families whose annual income is 1.6 billion dollars.
Its Farm Service Department is the only one of its kind in the
area. Headed by Maynard Speece and Jim Hill, WCCO farm
broadcasters air 44 programs a week, each loaded with
vital information about farming conditions, the weather and
market trends. All of which makes WCCO Radio the ideal
place to sow your advertising message if you want to harvest a
bumper sales crop in the rich Northwest farm market!
WCCO RADIO
The Northwest's 50,000 -Watt Giant
Minneapolis-St. Paul
Represented by CBS Radio Spot Sales
*Nielscn, June 1956 —
Audience in vast Northwest
beyond inner NSI area.
£
' F
OJO
■
HH
*
i
RADIO STATIONS tonlillUVll .
State
City
Call
letters
Frequency
Power
Net
Hours
Programing hours
More Less Same
Farm Director
Station nil
N M
LOVINGTON
KLEA
500
5
X
Gil Hauger
PORTALES
KENM
1450
250
14
X
Jim Munro
N 1
BOONSVILLE
WBRV
500
24
X
E. Sensarczyk
M. Haines
HORNELL
WWHG
1320
1,000
12
X
Eddy Spoo
McGillvra
JAMESTOWN
WJTN
1240
250
ABC
14
X
Robert S. Webster
V R & McC
ONEONTA
WDOS
730
500
8
X
Ted Roodhof
Radio-TV Repi ]
UTICA
WIBX
950
5.000
CBS
Vh
X
Walker
WALTON
WDLA
1 27-11
9 1/6
X
Rambeau
N '
DURHAM
WDNC
620
5.000
CBS
3
X
Hall Smith
Raymer
FAVETTEVILLE
WFNC
1390
-,.IMi(l
MBS
14
X
Vestal Taylor
Walker
HENDERSONV1LLE
WHKP
1450
250
ABC
2'/2
X
Jimmy Northington
Conce
RALEIGH-DURHAM
WPT F
680
50.000
NBC
9'/4
X
Carl Hostetter
P. G. W
SANFORD
WWGP
1050
1,000
Ml
X
Chuck Bailes
WILSON
WGTM
m
5.000
CBS
12'/*
X
Pearson & Cltr
WILSON
WVOT
1420
1.000
MBS
18
X
■ .Mi.. Wood
Devney
WINSTON-SALEM
WSJS
600
5.000
NBC
4'/j
Harvey Dinkins
Headley-Reed
N. li.
DICKINSON
KDIX
1230
250
29'/2
X
Karl Johnson
Holman
FARGO
KFGO
790
5.000
ABC
27
X
Tom Torrance
Gill-Perna
FARGO
WDAY
970
"i. i,l hi
NBC
Hi'.
X
Ernie Bresick
P. G. W
VALLEY CITY
KOVC
1490
250
MBS
6
X
Russ Kaber
OHIO
CLEVELAND
WHK
1420
5.000
NBC
5
X
Ted Wilkinson
Headley-Reed
MARION
WMRN
1490
250
ABC
9
X
Charles Might
WASH. COURT HSE.
WCHO
1250
500
5
X
Robert Terhune
HII F. Best
WORTHINGTON
WRFD
880
5,000
16
X
Clyde Keathley
Gill-Perna
llKI \
GUYMON
KGYN
1220
1.000
5
X
HII F. Best
MUSKOGEE
KMUS
1380
1,000
7
r.
Don Gilbert
Pearson
OKLA CITY
KOMA
1520
50.000
CBS
IK
Wayne Liles &
Jack Tompkins
Avery- Knodel
OKLA CITY
WKY
930
5.OO0
NBC
II '/a
X
Jack Stratton &
Vernon Duncan
Kate
PONCA CITY
WBBZ
1230
250
MBS
4
X
Don Putnam
Pearson
STILLWATER
KSPI
780
250
9'/4
X
Jim Wells
T. F. Clark
TULSA
KVOO
1170
50.000
NBC
10
X
Carl Meyerdick
Petry
WOODWARD
KSIW
1450
250
■ 3
X
Edward A. Ryan
Pearson
ORE.
DALLAS
KPLK
1460
500
\%
George B. Smith, Jr.
_
HILLSBORO
KRTV
1360
1.000
fi
X
Paul Alexander
SALEM
KSLM
1390
1.000
Lee
15
X
Al Bauer
Evcrett-McKinne
PA.
BLOOMSBURG
WHLM
550
10.000
12
X
Hal Miller
Ray Gumton
CARBONDALE
WCDL
1440
5.000
6'. 4
X
Walter F. Rude
D. Cooke
E ASTON
WEEX
1230
1.000
5
Brad Bradford
EPHRATA
WGSA
1 110
1.000
Vh
X
Jim Schmalhofer
Bdcst Time Sis.
GETTYSBURG
WGET
1450
250
12
X
_
HARRISBURG
WCMB
1460
5.000
MBS
334
X
Gill-Perna
LEWISTOWN
WKVA
920
1.000
8
X
Lynn Bloom
Gill-Perna
MEXICO
WJUN
1220
250
1
X
Lantz Hoffman
Burn-Smith
PHILADELPHIA
WCAU
1210
50.000
CBS
5
X
Amos Kirby
CBS Radio Spot 1
PITTSBURG
KDKA
1020
50.000
6 .
X
Bert Hutchison
P. G. W
READING
WEEU
850
1.000
ABC
5
X
Sam Black
Headley-Reed
READING
WTIV
1290
500
l'/j
Paul R. Rurtan
SOMERSET
'.V HUM
1240
250
CBS
6
X
Prof. Schnitzel
Weed
TITUSVILLE
wvsc
990
250
9
X
Robert L. French
Indie
WILKES-BARRE
WILK
1 Mil
5 1.000
ABC
4 1 1 12
X
James Hutchison
Avery- Knodel
- 1
BISHOPVILLE
WAGS
1380
1.000
7
X
Interstate United'
COLUMBIA
WCOS
1400
250
ABC
2
X
Bob Truere
Headley-Reed
ORANGEBURG
WTND
920
1,000
6
X
L. Richard Rhame
T. F. Clark
FLORENCE
WJMX
970
5/1,000
ABC
20
X
Dora-Clayton &
- I.
SIOUX FALLS
KELO
1320
5.000
NBC
'/»
X
Leo Harding
H-R
WATERTOWN
KWAT
950
1.000
MBS
7%
X
Gill-Perna
YANKTON
WNAX
570
5.000
CBS
12 1/3
X
Rex Mrssersmith
KatZ
60
SPONSOR • l."> OCTOBER
!<>-,(,
here'
"govern" the
government
Much as we revere and respect this system of ours, we don't want
the government running our lives.
The best government is one that's closest to the people. And
there's just one way to keep it under control.
Vote.
Every time you get a chance.
Vote November 6, for sure.
Vote to elect the ones you want representing you. To keep the
ones who are doing you proud. To get rid of the ones who are
not so hot.
You're the boss, however you vote. No matter who's elected,
you pay their salaries and paint their offices and keep watching
over them as they work.
Even if the ones you're "agin" happen to
win, they're obligated to the minority, too.
They're servants of all the people, not just
those who voted for them.
Your vote prods, approves, protests, de-
mands, restrains, rewards.
Vote — so you and your children after you
always can.
See You at the POLLS!
SPONSOR
15 OCTOBER 1956
61
3
radio stations continued
State
City
Call
letters
Frequency
Power
Net
Hours
Programing hours
More Less Same
Farm Director
StatiM r
II \\
CLEVELAND
WBAC
1340
250
MBS
20
X
Gill-Perna
COLUMBIA
WKRM
1340
250
MBS
12
X
Bill Fraser
Walker
JACKSON
WTJS
1390
I.OOO
ABC
8'2
X
Vlnce Tapler
Branham
KNOXVILLE
WNOX
990
10.000
CBS
12' ';
X
Cliff Allen
Blair
LEXINGTON
WDXL
1490
250
21
X
B. L. Enochs
Headley-Reed
NASHVILLE
WSM
650
50.000
NBC
20-25
X
John McDonald
Blair
RIPLEY
WTRB
1570
250
3'/j
X
-•
HII F. Best
1 I \
AMARILLO
KGNC
710
10.000
NBC
14
X
J. Garland Smith &
Hal Mayfleld
Katz
BROWNSVILLE
KBOR
1600
1.000
ABC
6
X
Hil F. Best
CENTER
KDET
930
1.000
9'/2
X
Charlie Slate
Gill-Perna
CORPUS CHRISTI
KWBU
1030
50.000
10
X
Weldon Robinson
Branham
FT. WORTH
WBAP
820
SC MM
NBC
7'/„
X
W. A. Ruhmann
P. G. W
GONZALES
KCTI
1450
250
KBS
7
X
Dave Walshak
D. Cooke
HARLINGEN
KGBT
1530
50 10.000
CBS
9^
X
Jim Williams
H-R & Clarke 6
HEREFORD
KPAN
860
250
3
X
Stewart Bean
HII F. Best
HOUSTON
KPRC
950
5.000
NBC
George Roesner
Petry
HOUSTON
KTRH
740
50.000
CBS
9
Dewey Compton
Blair & Clarke k
JACKSONVILLE
KEBE
1400
250
ETN
6
X
C. Mets Heald
LUBBOCK
KFYO
790
5,1
CBS
7'/j
X
Bob Stephens
K.it;
PAMPA
KPDN
1340
250
MBS
18
X
-— -
HII F. Best
PLAINVIEW
MBS
SAN ANTONIO
Bill Thomette
P. G. W
STEPHENVILLE
Bill Bentley
1.000
7'/»
Bob Murdock
V. R & McC
1 I Ml
VT.
NBC
Charlie Rankin
CEDAR CITY
KSUB
I.OOO
4%
Robert L. Heyborne
BURLINGTON
CBS
12 112
Joel Chandler
RUTLAND
'Boots" Benard
WATERBURY
Harold Grant
Everett-McK
\* \MI
W IM
10.000
II 1/6
Frank Raymond
DANVILLE
WDVA
6/5.000
Homer Thomasson
R. S. Keller
FARMVILLE
WFLO
.000
T. F. Clark
HARRISONBURG
WSVA
5.000
NBC
lift
Homer Quann
P. G, W
RICHMOND
WRNL
910
5.000
7'/2
Bob Dcbardelaben
Petry
ROANOKE
WSLS
5,000
NBC
5 5/6
Glenn Howell
Avery- Knodel
WYTHEVILLE
1,000
Frank Lindamood
BELLINGHAM
KPUG
1.000
Dave Hall
Headley-Reed
WENATCHEE
5.000
ABC
Wynn Cannon
Forjoe &. Moore
KLOQ
Richard J. Passage
Headley-Reed
APPLETON
1230
MBS
Ray Brock
m twKcr
BELOIT
WBEL
5.000
Bob Scholz
JANESVILLE
WCLO
MBS
Everett-McK
wise
1480
I.OOO
ABC
Arrowhead
MBS
Abe Nadel
P. G. W
id J,000
CBS
Ray Gumtow
Headley-Reed
MANITOWOC
WOMT
MANITOWOC
1.000
Bob Robinson
MARINETTE
WMAM
250
John Bell
Burn- Smith
MILWAUKEE
WTMJ
William Hoett
Christal
WEKZ
1260
1.000
20
PLYMOUTH
WPLY
RICHLAND CENTER
WRCO
250
STURGEON BAY
WHOM
500
Edward Allen Jr
WAUSAU
WOSA
550
5,000
MBS
Cftuek Summers
Ul
SPONSOR • 15 OCTOBER 1956
i low ^tvaltcibie
from SPONSOR
SERVICES INC.
BOOKS
1 ALL-MEDIA EVALUATION STUDY
$4
155 "Pages
This book gives you the main advantages and
drawbacks of all major media . . . tips on when
to use each medium . . . yardsticks for choosing
the best possible medium for each product . . . how
top advertisers and agencies use and test media
. . . plus hundreds of other media plans, sugges-
tions, formulas you can put to profitable use.
2 TV DICTIONARY/HANDBOOK $2
48 Pages
The new edition contains 2200 definitions of
television terms . . . 1000 more than previous
edition. Compiled by Herbert True of Notre
Dame in conjunction with 37 other tv experts,
TV DICTIONARY/HANDBOOK also contains
a separate section dealing with painting tech-
niques, artwork, tv moving displays, slides, etc.
3 TIMEBUYING BASICS $2
144 Pages
The only book of its kind — the most expert
route to radio and television timebuying. A
group of men and women who represent the most
authoritative thinking in the field talk with
complete candor about tv and radio and the
opportunities these media offer.
BOUND VOLUMES
E FOR YEAR 1955
$15
Every information-packed issue of sponsor for
1955, bound in sturdy leatherette. Indexed for
quick reference, bound volumes provide you with
a permanent and useful guide.
15 BINDERS
1_$4 2— $7
Handy binders provide the best way to keep your
file of sponsor intact and ready to use at all
times. Made of hard-wearing leatherette, im-
printed in gold, they'll make a handsome addi-
tion to your personal reference "library."
15 SERVICES TO HELP YOU
MAKE THE MOST OF YOUR
RADIO AND TELEVISION
OPPORTUNITIES
REPRINTS
4 HOW DIFFERENT RATING SYSTEMS VARY IN
THE SAME MARKET 15c
Ward Dorrell, of John Blair (station reps),
shows researchers can be as far as 200% apart in
Local ratings.
5 TELEVISION BASICS 35c
24 Pages
6 RADIO BASICS 35c
24 Pages
7 FILM BASICS 25c
12 Pages
8 PROCTER AND GAMBLE STORY 25c
20 Pages
9 ADVERTISING AGENCY IN TRANSITION 25c
16 Pages
10 92 WAYS TV MOVES MERCHANDISE 25c
16 Pages
11 TIPS ON TV COMMERCIALS
6 Pages
25c
12 NEGRO RADIO HAS COME OF AGE 25c
16 Pages
13 WHY 5 NATIONAL ADVERTISERS BOUGHT
SPOT RADIO 25c
6 Pages
ORDER FORM
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State
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SPONSOR
15 OCTOBER 1956
63
film shows recently made available for syndication
NO.
NO.
PROGRAM
SYNDICATOR
LGTH.
AVAIL.
PROGRAM
SYNDICATOR
LGTH
AVAIL.
ADVENTURE
Hollywood Tv
30
13
MYSTERY
Adventures of Fu Manchu
Combat Sergeant
NTA
30
13
Adventures of John Silver
CBS Tv Film Sales
30
26
1 Spy
Guild
30
39
Annapolis
Ziv Tv
30
Pilot
Man Called "X"
Ziv Tv
30
39
Captain Cricf
Guild
30
39
Paris Precinct
Guild
30
26
Count of Monte Cristo
1 PA
30
39
Sherlock Holmes
Guild
30
39
Cross Current
Official Films
30
39
Crunch and Des
Dateline Europe
NBC Tv Film Div
Official Films
30
30
39
78
SITUATION COMEDY
Foreign Legionnaire
l PA
30
39
Duffy's Tavern
Guild
30
39
Headline
Ml A Tv
30
39
The Goldbergs
Guild
30
39
Here Comes Tobor
Guild
30
Pilot
The Creat Cildersleeve
NBC Tv Film
Division
30
39
jungle ]im
Screen Gems
30
26
1 Married Joan
Interstate Tv
30
98
Overseas Adventure
Official films
30
39
Juniper Junction
MPA Tv
30
26
Sheriff of Cochise
N 1 \
30
Pilot
Mickey Rooney
Si mc in salt
30
39
Three Musketeers
ABC Film Syndication
30
26
My Little Margie
Official Films
30
126
The Tracer
\ll'\ Tv
30
26
Stud's Place
Susie
Harry S. Good
TPA
man
30
30
39
52
DETECTIVE
Television Court
Trouble with Father
MPA Tv
Official Films
30
30
13
130
Code Three
ABC Film Syndication
30
39
Willy
Official Films
30
39
Fabian of Scotland Yard
CBS Tv Film Sales
30
39
Federal Men
MCA Tv
i • neral Teleradio
30
30
39
26
SPORTS
Cangbusters
Bowling Time
Sterling
60
13
Highway Patrol
Ziv 1 i
30
39
Coif With the Champions
1 heati ical 1 nterm-ises
30
Pilot
New Orleans Police Dept.
Public Defender
mpa n
Interstate Tv
30
30
39
69
Junior Sports League
RCA Recorded
Services
NTA
Program
30
39
Stryker of Scotland Yard
Hollywood Tv
30
13
Mad Whirl
SO
13
DRAMA
Sam Snead Show
WESTERN
RCA Recorded
Services
Program
5
39
Anthology series
Official Films
Screen Gems
30
30
•
39
Celebrity Playhouse
Adventures of Kit Carson
MCA Tv
30
104
Charles Boyer series
Official Films
30
•
Brave Eagle
CBS Tv Film
Sales
30
26
Damon Runyon Theatre
Screen Gems
30
39
Champion
CBS Tv Film
Sales
30
26
David Niven series
Official Films
30
•
Frontier
NBC Tv Film
Div.
30
39
Dick Powell series
Official Films
30
•
Col. Tim McCoy
Guild
30
39
Dr. Christian
Ziv Tv
30
39
Frontier Doctor
Hollywood Tv
30
39
Dr. Hudson's Secret Journal
Ml A Tv
30
39
Judge Roy Bean
Screen Craft
30
39
Herald Playhouse
ABC Film Syndication
30
34
If You Had a Million
MCA li
30
39
MISCELLANEOUS
I'm the Law
Suiling
30
26
)anet Dean
Guild
30
39
Documentary:
fudges Chambers
I elesi 1'iir
15
Pilot
Createst Drama
General Teleradio
15
39
Night Editor
i il eside
15
26
On the Spot
l akeside
15
39
Stage 7
TI'A
30
39
Uncommon Valor
General Teleradio
SO
26
Studio 57
Ml A Tv
30
26
Nature:
Tv Playhouse
\ 1 A
30
13
Theatre with Lilli Palmer
NTA
30
39
World Around Us
RCA Recorded
Program
15
26
World's Greatest Authors
Guild
30
39
News feature:
Services
FEATURES
Washington Merry-Co-Round
Semi-documentary:
Harrj S. Good
man
1".
39
Anniversary Package
ABC Film Syndication
var.
16
Hall of Fame Classics
Assoc. Artists
var.
11
The American Legend
Official Films
30
39
Hollywood Movie Parade
Screen Gems
var.
104
Movieland
Assoc. Artists
var.
68
Shorts and cartoons:
Nugget group
Hollv wood 1 v
var.
51
Paramount shorts, cartoons
NTA
var.
1,400
RKO group
C&C Tv
var.
742
Popeye
Assoc. Artists
var.
250
Silver group
Hollywood Tv
var.
24
Terrytoons
CBS Tv Film
Sales
6
156
TNT group
N I A
var.
35
Walter Lanz Cartoons
10-15
179
20th Century Fox Package
N 1 \
var.
52
Warner Brothers cartoons
Assoc. Artists
6
300-400
Warner Brothers group
\ oc. Artists
var.
700-800
Warner Brothers shorts
Assoc. Aitists
vai .
1.000
KIDDIES' SHOWS
Space:
Commando Cody
Hollv wood Tv
30
Animal Crackers
Sterling
var.
50
12
Animated Fairytales
General I'cleradio
10
IS
Flash Cordon
Guild
30
39
Bobo the Hobo
Lakeside
15
26
Women's:
Johnny Jupiter
ASSOC. Altists
30
39
It's Baby Time
U .ill Si hwimmi i
15
52
Junior Science
Guild
15
39
It's Fun to Reduce
Guild
15
65
Playland
Sterling
var.
50
Others:
MUSICAL
Candid Camera
Candid Camera
Vssoi . Artists
Assoc. Artists
15
so
100
Ina Ray Hutton
Guild
30
Pilot
89
Patti Page
Screen • lems
15
78
Do You Know Why?
MPA lv
5
200
Rosemary Clooncy Show
MCA 1 V
30
39
Profile
1 i .ins Lux
15
39
Town and Country Time
RCA Recorded Program
15
52
Jungle Adventure package
Mil linij
\.n .
over 100
Town and Country Time
Sen ii
30
26
Under the Sun
I Hn 1 v film Sales
SO
39
igc of 153 under title "Star I'ortormimce" or as Individual aerlet.
See page uh >>>> FUw >«■<».* «n«i Trend*
64
sI'IINSIlH
15 OCTOBF,R 1()56
KABC-TV
IS LOS ANGELES
Every month America's number one retail
market continues to magnify in size and importance.
...And like the mighty city that it serves,
KABC-TV grows in stature and rated position.
Keeping pace with the ABC network, KABC-TV is "the
station with life" in a city of destiny.
The beautiful Toledo Central Union Terminal is fitting testimonial to the
nation's third largest rail center. Toledo is served by 13 major railroads.
If it's made of glass, you're in touch with
Toledo, the "glass capital of the world."
Toledo's Museum of Art, rated among the top ten in
the country, proves that industry and culture do mix.
jwned for its exploits in peace and war, a modern workhorse
arm and industry, is the Toledo manufactured Willys Jeep.
Foreign ships are commonplace at the Port of Toledo, and
Toledo ranks tenth in tonnage among all the nation's ports.
THE KEY TO THE SEA
Lying along both sides of the Maumee River near
where it widens into Lake Erie, Toledo, Ohio, has
been blessed with superb water transportation, but
it ranks third in the nation as a railroad center, too.
Its yearly shipment of over 20 million tons of coal
each year leads the world, and Toledo is a manu-
facturing center of glass, plastics, textiles, machine
tools, scales, and a myriad of other products.
No young upstart, the city of Toledo was
founded in 1832, but despite its maturity, retail sales
have increased 108 percent during the past 10 years.
For 35 years, WSPD has been the voice of
Northwestern Ohio, programming locally in char-
acter with its area. NBC programs have helped
establish its radio audience leadership.
Nine years ago, WSPD-TV — Toledo's only
television station — went on the air to serve a 23
county Billion Dollar Market, the only medium
covering this entire area. WSPD-TV is a CBS
Basic and also carries NBC and ABC programs.
STORER
BROADCASTING
COMPANY
WSPD-TV WJW-TV
Toledo. Ohio Clevelond.Oh.o
WJBK-TV
Detroit, Mich
WSPD
Toledo, Ohio
WJW WJBK
Clevelond.Oh.o Detroit, M,ch.
WAGA-TV
Atlonto. Go.
WAGA
Atlonto. Go. G
WBRC-TV KPTV WGBS-TV
Jirmmqham, Alo. Portlond. Ore. Miami, Flo
WBRC
nungham, Ala
WWVA WGBS
Wheeling, W. Vo. Miami, Flo
118 East 57th Street, New York 22 • Murray Hill 8-8630
SALES OFFICES
TOM HARKER — vice-president and national sales director
BOB WOOD — national sales manager
LEW JOHNSON — midwest sales manager • 230 North Michigan Avenue, Chicago 1 • Franklin 2-6498
GAYLE GRUBB — vice-president and Pacific coast sales manager • HI Sutter Street, Son Francisco • Sutter 1-8689
*
SPONSOR
GOES
WEEKLY
27 OCTOBER
WITH A
FOUR-POINT
EDITORIAL
PROMISE
1, essential reading
2, useful reading
3, fast reading
4, easy reading
/ ( omplete u > < k I \ wrap up
in depth i<n busy agency
and ml, i , lisei I rnilri \.
OUR 10th ANNIVERSARY
ISSUE ALSO!
mm ill tail
T rcncf toward soft-sell copj is em-
phasized once again bj Richard Olm-
sted, vice presidenl of Olmsted Sound
Studios. He labels the tack "The hu-
man approach," and predicts that in
the near future, the sales message will
find itself increasingly worked into a
story-line, humanized with people in
various settings — rather than being
aired by a slick-speaking salesman.
Olmsted rites filmed color commercials
as adding to the trend. High cost of
color announcements has resulted in
more careful planning and, as he sa\s.
"a more palatable and potent sales
message when delivered to viewers.
Shortly after announcing the estab-
lishment of a complete European sales-
-ii vice organization. Official Films' en-
tire Board was re-elected. Announce-
ment was made by Harold L. Hackett,
president of the distributing firm. Past
and present officers in addition to
Harold Hackett are: Herb Jaffe, vice
president : Herman Rush, vice presi-
dent: Seymour Reed, secretary-trea-
surer: Grace Sullivan, assistant secre-
tary: Lee Moselle, general counsel:
Isaac D. Levy, director; Herbert Sie-
gel, director and Robert Birnheim,
director of the film organization.
JVeie fiiifwb of activit) at Screen
Gems! Richard Webb, star of the
firms Captain Midnight and Jet Jack-
son series, has recently launched his
own company in partnership with the
tv subsidian of Columbia Pictures.
Planned first l.\ Webb is Major Webb,
Troubleshooter, a series which he'll
produce, write and star in shortly.
Four <r stations are backing Ziv's
Dr. Christian series with an estimated
$50,000 "f promotional material. Each
of the Four outlet- has Mueller's
Macaroni sponsoring the shows. The}
are: \\ \P,C-T\ andWPIV \eu York.
where the macaroni firm is double-
i xposing the series for added viewing;
WRCV-TV, Philadelphia and \\ \ \C-
TV, Boston. Newspapers, on-air pro-
motions and mailings are featured in
the three-cit\ build-up of the series.
As a result 0f a tv station poll, NTA
has assembled and distributed what it
terms the "most comprehensive pro-
motion kit ever offered."' It's geared to
publicize and merchandise the NTA-
distributed 20th Centurv-Fox group of
52 motion pictures, which were first
telecast by some stations at the begin-
ning of the month. The brief-case-like
package weighs eight pounds, each unit
costing NTA over $50. Entire ship-
ment totals over 250,000 pounds w ith
value estimated at about the $1.5 mil-
lion mark. Included in each kit are 92
still photographs. 52 slides, 208 mats.
156 on-the-air announcements of varied
length. r>2 news release-. 1 1)1 short and
long synopses and reviews gathered
from newspapers and periodicals.
IMew approach to public service film
programing is offered by Association
Finis. Inc. Its Movie-A-W eek plan is
designed to help stations fill regular
public service slots with a continuous
flow of suitable program fare. Subject
matter runs from air travel to driving
safety, averaging 30 minute- per film.
Films ma\ be ordered to fill an\ time
period from L3 to 32 weeks. \ similar
plan. Movic-A-l)a\. initiated this sum-
mer, was ordered by 54 television sta-
tions, the company reports.
Interested in (iiiiimifioii? Tonight
(15 October i once again. Terrvtoons
(illers it course in animation. Open
to all beginners in the field, the week-
l\ courses are under the supervision
of Gene Deitch, creative director of
the firm. Terrvtoons. which recenth
became a division of CBS Television
Film Sales, plans to include original
t\ programing, television animated
commercials and special video effects
in it- expanded t\ film production
schedule. * * *
68
SPONSOR
15 ()<:tobkr 1956
The Timebuyer Asks . . .
WHO OWNS KTRK-TV?
. . . a good question that every
smart timebuyer wants to know about
every station he buys. With ownership
go those intangible assets . . . prestige
and influence in the community . . .
reputation for effectiveness . . . promo-
tional plusses ... in short "the company
you keep!"
* * *
LEO BURNETT CO., Inc., timebuyers and
media supervisors, left to right, Harry
Furlong, John Huckstep, Dick Coons, Doug
Burch, Helen Stanley, and Arne Nordmark,
talk with Warren Nelson of George P.
Hollingbery Co., national representatives
for KTRK-TV.
KTRK-TV is owned by Houston Con-
solidated Television Company ... a
company that merged all the great
forces that have made Houston Amer-
ica's most amazing city! The Jesse H.
Jones interests, owners of the powerful
Houston Chronicle, are major stock-
holders and manage KTRK-TV for a
score of influential Houstonians whose
interests include Oil, Cotton, Cattle and
Ranching, Banking and Finance, Law
Securities, Industry, Public Utilities,
Public Relations and outstanding gov-
ernmental service.
This solid ownership, plus better
shows and showmanship on the local
level, plus ABC's increasingly strong
network lineup, have made KTRK-TV
the family favorite and your best buy
in the $3 billion dollar Houston market!
KTRK-TV
THE CHRONICLE STATION, CHANNEL 13
P. 0. BOX 12, HOUSTON 1, TEXAS-ABC BASIC
HOUSTON CONSOLIDATED TELEVISION CO.
General Manager, Willard E. Walbridge
Commercial Manager, Bill Bennett
NATIONAL
REPRESENTATIVES:
GEO. P. HOLLINGBERY
COMPANY
500 Fifth Avenue,
New York 36, New York
SPONSOR
15 OCTOBER 1956
69
r
CLOTHING
-l'i INSOR: Gem Tailors
M.I \( Y: Direct
( VSPUL1 I VSE HISTORY: The sponsor liad been a
steady advertiser on the station, using a single lo-second
announcement at 9:30 a.m. on Saturdays. However, he
recently decided to test a package of announcements over
a weekend. As a direct result of the $46 schedule, Gem
sold a large quantity of both men's and women's suits.
with total sales amounting to $5,000. Each suit cost an
average of $83.30 to the customer. For each ad dollar
invested, Gem received si 08.
( k<>\ . Kelowna, B.< ... Canada
PRl ii .11 \ M : Announcements
results
HATS
SPONSOR: M ibel's Store
AGENCY: Direct
CASPULE CASE HISTORY: /„ order to sell out the sup-
ply of hats on hand and make way for new stock, this
local retailer placed two announcements on station
KAVE. Cost of the commercials totaled $6.00. Immedi-
ately after t/iey were aired, the advertiser got results and
in a short time not only was the display line sold, but
many of the /tats which were out-of-season and in storage
liad been cleared for new stock. The advertiser indicated
that results were better than expected — all for $6.00.
K \\ E, Carlsbad, Y \l.
PROGRAM : Announcements
HOSIERY
SPONSOR: Sanger Brothers AGENCY: Di
CASPULE CASE HISTORY: Over 20,000 pairs oj *,
ings were sold in the first few days of Sanger Brothi
anniversary promotion on hosiery. Radio KIJF wail
medium selected to boost sales in the Dallas area — ad
proved extremely gratifying according to Fred T. M
son, sales promotion manager of the firm. Johnson w
that in addition to selling the 20.000 pairs of stocks
radio increased store traffic in other areas and brou,
in 1.666 telephone orders for the sale item.
KLIF, Dallas Tex.
PROGRAM: Announo
FABRICS
SPONSOR: Waverly Fabric:
AGENCY: Lawrence!
CNS1M IK C\SE HISTORY: h, a recent campaign. (
erly Fabrics scheduled announcements on about 50
tions throughout the U. S. All stations offered a l(k-
booklet on home decorating hints. In New Engin;
Waverly placed its message on WRZ-WBZA, Boston.
Mildred Carlsons Home Forum. Monday through h
day, 9:30-9:55 a.m. The twin-city Boston-Springfield i*
let produced 2.491 requests for the offer — at 41^ |
inquiry. Low cost-per-result prompted advertiser to I
new for following campaign.
WBX-WRZA, Boston and PROGRAM: Mild,
Springfield, Mass. Home Forum
BEER
SPONSOR: F. E. R. Distributing Co. AGENCY: Fitzge
CASPULE CASE HISTORY: In order to bring .lax ft
to the attention of consumers along the Mississippi C
coast. F. E. B. Distributing Co. placed a 10-week <
nouncement schedule on the station. Commercials hi.
lighted a "pick the winner'' football contest in tok
seven weekly prizes ivere given out. The schedule, ioki
was highly successful, ran six ilins a neck with rnes.
aired from 6:30-6:45 ]).m. Radio time-and-tm
amounted to $66.00, cost of entry blanks was $()0.i'
prizes were supplied by station. Total: $156.00.
WGCM. Gulfport. Mi--.
PROGRAM: Min.mncvm
HOMES
DEPARTMENT STORE
SPONSOR: Ruskin Heights
AGENCY: Direct
( ^SPULE CASE HISTORY: Ruskin Heights, a housing
development of .'>.<>< ID units, bought a weekend schedule
of 15 announcements on station U'lili. Sine of the com-
mercials ivere scheduled after 7:00 p.m. on Saturday
night. Purpose <>f the drive was to sell 48 homes. Re-
sults: That Sunday. I II homes were sold. And during
the follow in (i three weekends, alien firm liad planned to
continue the campaign, the schedule was abruptly halted.
because all of the homes were sold.
WIIR. K meat ' ity, Mo.
l'RO(;R \M : Mmciiincements
SPONSOR: Fowler, Dick & Walker AGENCY: Dii
CASPULE CASE HISTORY: When WINR became an
dependent outlet two months ago, it wanted to prom
impact to potential advertiser, Foivler, Dick & W
In order to do so. it decided to program three-i
quarter hours of classical and semi-classical music
day through Friday from 7:45-11 :(K) p.m. During:
trial period of the show, mail pull and newspaper
views proved so favorable that the local department
signed for a long-term contract with the radio si
WINR, Ringhamton, Y ^ .
PROGRAM: Classica
semi-classical
Folks get together over ^Ay ^Ay ^3^^»
"1st in Washington, D.C., 6 A.M. to 6 P.M., 7 days a week —July-August Pulse
REPRESENTED NATIONALLY BY JOHN BLAIR * COMPANY
•SPONSOR -"• 15 OCTOBER 1956
71
I. IMetv stations on air*
CITY & STATE
CALL
LETTERS
CHANNEL ON-AIR
NO DATE
ERP (kw)«
Visual
Antenna
(ft)"*
NET
AFFILIATION
STNS.
ON AIR
SETS IN
MARKET'
1 000 I
PERMITEE. MANAGER. REP
DICKINSON, N. D.
KDIX-TV
27 Sept.
520
CBS
P. J. Weir. Frank P. Whitney
If. \>u- construction permits'
CITY t STATE
CALL
LETTERS
CHANNEL DATE OF GRANT "£,<"*>'
NO. Visual
Antenna
(ft)'"
STATIONS
ON AIR
SETS IN
MARKETt
(000)
PERMITEE. MANAGER
NEW ORLEANS, LA.
RIVERTON, WYO.
32
10
26 Sept.
26 Sept.
229
64
340
1710
WDSU-TV
WJMR-TV
WCKG
WWL-TV
WYES
300
WWEZ Radio Inc.
Chief Washakie TV
Iff. ><*«• applications
OITY & STATE
CHANNEL
NO.
DATE
FILED
ERP (kw)*
Visual
Antenna
(ft)"*
ESTIMATED
COST
ESTIMATED
1ST YEAR
OP. EXPENSE
TV STATIONS
IN MARKET
APPLICANT. AM AFFILIATI
ALLIANCE, NEB.
AUGUSTA, ME.
BRYAN-COLLEGE
STATION, TEX.
ELKO, NEV.
FLORENCE, ALA.
GREENWOOD, MISS.
RELIANCE, S. D.
ST. LOUIS, MO.
WHITE HEATH, ILL.
YAKIMA, WASH.
13
10
3
10
41
6
6
30
21
23
29 Sept.
22 Sept.
22 Sept.
22 Sept.
29 Sept.
22 Sept.
29 Sept.
29 Sept.
22 Sept.
29 Sept.
102.3
316
60.3
.451
15.2
60.2
51.95
244.08
200
21.9
669
770
414
-335
391
550
1279
259
646
960
$296,000
$440,764
$92,956
$50,495
$76,376
$373,025
$224,100
$251,539
$175,000
$144,156
$160,000
$376,730
$184,000
$84,000
$150,000
$180,000
$90,000
$264,000 KETC
KSD-TV
KTVI
KWK-TV
$75,000
$120,000
KIMA-TV
KRSM
Western Neb. Television Inc.
Pine Tree Telecasting Corp.
Brazos Ecsig. Co.
Elko Bcstg. Co.
Television Muscle Shoah Inc
Delta Television Corp.
Midcontinent Bcstg. Co.
Plaza Radio & Tv Co.
Plains Television Corp
Chinook Television Co.
ROY
SPflRF
D U A
U. S. stations on air
OuUIlL
487
303
Markets covered -
•Both new e.p.'s and stations going on the air listed here are those which occurred btt«,«i
22 September ami 29 September or on which information could bo obtained in that period. Sta-
tions are considered to be on the air when commercial operation starts. "Effective radiated power.
Aural power usually Is one-half tne visual power. '"Antenna neigni above average terrain idH
above ground). ^Information on the number of sets in markets where not designated at beim
from XBC Researcn, consists of estimates from the stations or reps and must oe deemed approxi-
mate. SData from XBC Research and Planning. XFA: No figures available it preiitlni
on sets in market. ^Community would support proposed lower-power station at ieaat tnree jfiri,
or until such time as it becomes self-sustaining. -Presently off air, but still retaim C P.
«Non commercial. 'Above ground.
'Three times as many..
A leading auto dealei in Milwaukee gets high-
powered results with a schedule of spot "it « XIX.
he general r: "In the live months
using a saturation spot campaign
on WXIX, we have almost ' linsi ncss.
\\ c ha\ i lit..
21 . . . sell 3 timi i new di aler
with a similar franchise in the state We believe wxix
nil, i . dous recoi d."
Aci el ■ ■ ■ he i ich M ilwaukee
market ... advertise on low-cost, high-speed w\i\ |
•
ilcee
in, (7;.s Television Spot Sales
72
SPONSOR
15 OCTOBER 1956
It's actually easy to save — when you buy Series E
Savings Bunds through the Payroll Savings Plan.
Once you've signed up at your pay office, your
saving is dime for you. The Bonds you receive pay
good interest— 3$ a year, compounded hall-yearly
when held to maturity. And the longer you hold
them, the better your return. Even after maturity,
they go on earning 10 year- nunc. So hold on to
your Bonds! Join Payroll Savings today — or buy-
Bonds where you bank.
Why the killer came
to Powder Springs
! .
lllE SKINNY little Texan who drifted into
Butch Cassidy's layout at Powder Springs
one day in "97 had dead-level eyes, a droopy
mustache, and two six-guns tied down for the
fast draw. Called himself Carter. Said he was
a killer on the run.
That's whv Cassids and the outlaws in his
notorious Wild Bunch told him all about the
big future plans for their train robbers' syn-
dicate. They took him in.
And he took them in. He was a range de-
tective whose real name was a legend in the
West — Charlie Siringo. And the information
he got before he quietly slipped a\\a\
stopped the Wild Bunch for a long, long time.
Of course. Siringo knew all along that if
Cassidy or the others had discovered Un-
truth, they'd have killed him sure. But it just
never worried him any.
You couldn't scare Charlie Siringo. Cold-
est of cool customers and rawhide tough, be
had the go-it-alone courage it takes to build
a peaceable nation out «>f w ild frontier. I hat
brand of courage is part of America and her
people — part of the country's strength. \ml
it's a big reason wh\ one of the finest imest-
ments you can la) hands on is America s
Savings Bonds. Because those Bonds are
backed by the independence and courage of
165 million Americans. So bin I. S. Savings
Bonds. Buj them confidently— regularly—
and hold on t<> them!
Safe as America — U.S. Savings Bonds
The U.S. Government clues not p<n for this advertisement. It i< donated b) this publication in cooperation with the
Advertising Council and the Magazine Publishers oj America.
SPONSOR
15 OCTOBKR 1950
73
Mill
o o o
a forum on questions of current interest
to air advertisers and their agencies
What copy pointer** <-<in you give regavding
ihv creation o$ a good f.D. announcement
Roger Pitrdon
Vice president & copy chief
Bryan Houston, Inc., N. Y.
GOOD l.D. IS A GOOD IDEA
• 1 he most important part of any
l.D. spot (20-second or minute for that
matter) is not just camera technique,
production skill, sound or music, hut
the hasic copy idea in it.
Lets' look at it this way. An l.D. is
to tv what a 24-sheet poster is to print
advertising. In print advertising, the
acid test of any idea is how graphi-
cally it can be translated into the eight-
or 10-word limit necessary on a 24-
sheet poster.
Poster experts generalK agree thai
if a 24-sheet idea is a good one. the
words and pictures in it should be
capable of being absorbed b) a passer-
bj traveling at the speed of about 35
miles per hour.
I'm discussion's sake, let's assume
thai the l.D. spol is traveling pasl the
viewei al aboul the same rate of speed.
1 1" refore the w ords and pictures in it
should be as graphically cleai and sim-
ple as the words and pictures on a
2 I heel postei .
Bui stop and think for a minute.
How man) l.D's do you remember
from lasl night's viewing? Think hard,
you honestl) re< all more than
three oi even as man) as three? I \
brother-in-law surve) of half a dozen
people made \<\ tlii- w i itei tui tied up
an average of less than two recalled —
with strong evidence of lucky guess-
work rather than memorv. I
All right, perhaps you weren't look-
in- sharp last night. How many l.D.'s
ran you recall at all? How many be-
yond Maxwell Instant, Schaeffer (in
V\\ York I. Winston or Marlboro?
And remember, you're in the business
its your job to remember these
things.
What does all this add up to? Per-
haps this fact: We may be more in-
volved— some of us — with cute camera
tricks or production effects than with
the development of a strong advertis-
ing idea. This is something that comes
only from good copy thinking and
good copy writing. We may need more
of this in our business than we realize
todav, and not only in l.D.'s.
John /lines
Radio-to i op) u ritet
BBDO, \ew Yorh
MM tV. OLD. Ql KKLY TOLD
• The station identification an-
nouncement oli\inii>K demands a spe-
cial cop) technique because a message
musl be established in lu seconds of
picture and eighl seconds of sound.
I here isn'l time Foi a detailed cop)
story, nor for an) ii rele\ ance.
bnong the mistakes too frequentl)
made in the production of this t\ pe of
commercial are the follow ine : (1)
trying to cram too much into the mes-
sage, and 1 2 1 inserting distracting
material.
Both approaches serve to confuse
the viewer or listener. In neither case
is product identification clearly estab-
lished.
At BBDO we call l.D.'s "name and
claim announcements, believing that
they're effective only if they (1) regis-
ter a strong product identification and
1 2 i hammer home a basic theme.
Schaeffer Beer has been very suc-
cessful with l.D.'s. With a simple,
quick jingle, the) put across one point
—the basic theme: "Get Schaeffer; it's
real beer." The copy point is alwavs
the same, always familiar. Yet the
musical treatment and its video coun-
terpart are different in each l.D.
This, I feel, is the best technique for
a successful station identification an-
nouncement campaign. Viz. a combi-
nation of the new and the familiar,
briefh stated.
Bernard Kohn
< opy Si, i^i i isot
Lennen & Vewell, \. )
spice lis the s i\nn u ii
• The keys to ideal l.D.'s? \n idea
naturally. Simplicity. And above all,
sharp penetrating impact. For when
you take an l.D. idea olT the cork wall
and puil it into context, it s the small-
est part (d a slapped-together Dag-
I
SPONSOR
!."> o( i'oiui; I ').">(>
wood commercial sandwich.
Within a space of three to six min-
utes, the viewer's mind is fed layer
upon layer of messages: The last com-
mercial of the network show (often 1>\
the alternate sponsor) . . . then, the
closing identification of the sponsor.
Next, a 20-second or one-minute an-
nouncement, along with the little I.D.
. . . topped off by the opening commer-
cial of the following show.
It adds up to a hefty bite for the
viewer to taste, much le>s digest. And
if the I.D. is to bore through, it's got
to be the sharpest taste in the sand-
wich. It's got to stand out from the
sandwich and register in six fleeting
seconds.
How? In six seconds there's time
only for a simple sight-and-soimd de-
vice, built around a simple idea. A
powerful visual — a dramatic sound —
effect. But how many I.D.'s do we see
every day that try to condense a whole
campaign into six seconds? How many
try to present an involved selling prop-
osition and then prove it? Actually,
of course, the I.D. must be as simple
as an outdoor board.
An old trick in judging print ads
might come in handy here. The trick
of pasting an ad into a copy of Life
or onto a newspaper page, to see how
it looks in context.
In some cases, it might be helpful
to look at an I.D. storyboard in its
relative broadcast position with three
unrelated storyboards above and one
below\ Does your I.D. still jump out
and do its job?
The I.D. can be a powerful media
buy. But only if used right. Only if
the I.D. equals idea — a single, simple,
sharp idea — told with the kind of im-
pact that reaches out and scars the
viewer's mind. For the I.D. works best
when it's the sharpest spice in the com-
mercial sandwich. * * *
DO RADIO-TV PREMIUM
OFFERS GET RESULTS?
Wit li debut of the weekly issue of
SPONSOR, look for another "Spon-
sor Asks" forum that will be of
vital interest to you: Are box-top
offers still effective on radio and
tv? Four advertising agency pre-
mium specialists will be on hand
to give you their opinions, hacked
by surve\s on the subject. Forum
date is 27 October.
ONE WILL DO.1
You bag the biggest game in Columbus and
Central Ohio with just one station . . . WBNS
Radio. No need to scatter your shots, WBNS
delivers the most (and the best) listeners . . .
twice as many as the next biggest station.
With 28 top Pulse-rated shows, WBNS puts
push behind your sales program. To sell Cen-
tral Ohio . . . you've got to buy WBNS Radio.
CBS FOR CENTRAL OHIO
Ask John Blair
The number one Pulse station
covering 1,573,820 people with
2 Billion Dollars to spend.
mamfcn
L
radio
COLUMBUS, OHIO
SPONSOR
15 OCTOBKK \()M>
75
:■.■ .. .. :'.
Campbell Soups. Rinso Rlue offer premiums for moppets
The Campbell Kid Doll will be pro-
moted for six weeks beginning 1 No-
\ ember as a sales premium for Camp-
! ell soups. Doll will be available for
>l plus a label from one of >ix Camp-
bell soup brands. As a promotion
aimed at tlie Kids the (loll will receive
heav\ support on the Lassie show.
Another participant in the premium
parade is Lever Brothers' new Teddy
Bear that will he offered to the users
of Rinso Blue for S2 plus a box top.
I he Rinso Teddy Bear will be featured
in commercials seen on the Lux I ideo
Theatre, On Trial. Garry Moore and
Art Linkletter shows. * • *
In-store merchandising for Rinso Blue's Teddy
VB("$ froy, Rodney, pens promotional prose in Roily wood
Promotion with a humorous touch.
(the kind that tickles rather than as-
saults), has been the forte of NBC's
Hollywood office. Although it may
come as a surprise t<> NBC, New \ ork,
promotional material emanating from
the coast has been signed for some
time now in a green scrawl by a frog
win, calls himself RODNEY (always
in caps i .
The latest lettei from RODNFY was
accompanied by a nudish portrait of
his aunt and was titled September
Moan. A true salesman. RODNEY
used the picture as a means of getting
into a discussion of ratings and what
women like. Letter copy was con-
cerned with NBC's Matinee Theatre
which RODNFY sa\s has an audience
of about five million. A note at the
bottom of RODNEY's letter said the
figure was supplied hv A KB. "A
snoop) group, but ver\ efficient. ' * * *
ttullas' Bieitz & Rerndon offers commercial insurance
Potential effectiveness of i\ com-
mercials is being measured for the
clients "I kill/ 8 Herndon, Dallas film
producers. \> a means of contributing
i degree ill "in-iirance" to a somewhat
unpredictable business, the new serv-
Hi nf the six-year-old firm is per-
formed b\ arrangement with South-
Xew KI'Mf radio presentation
A completely revised presentation
has been distributed b> KFEQ, St. Jo-
seph, Nebraska, that is notable for its
comprehensiveness.
Included in the KFEQ stor) is such
diverse information as a detailed run-
dnw n on the week s pi og i aming ; a
new coverage map, and an up-to-date
program si hedule. I he material also
west Research, Inc., Dallas.
Pre-testing sometimes indicates that
a pari of a given commercial should
be cut or that another part should be
more strong!) accentuated. Bv re-
testing commercials it's sometimes
found thai a once weak commercial
has gained in effect i\ eness. * * *
i.v moilel of thorouyltness
includes an economic breakdown of
the 139-count) area within the reach
of KFEQ's transmitters. Source for
the figures is the IT)], Census of \gri-
culture i preliminary • .
Earlier this year KFEQ was taken
ovei b\ Kenyon Brown, Bing Crosby,
George L. Coleman and Glen Gris-
wold. General sales manager foi the
stal i"n i- I ed lb anson. * * *
LMCEF's Triek or Treat
promotetl over Yankee \et
Hallowe'en and the I nited Nations
are getting a big play this month over
the Yankee Network's Home and Food
Show. Occasion is the United Nations'
annual Trick or Treat program which
serves to put Hallowe'en doorbell ring-
ing to work for the United Nations'
Children's Fund known as UNTCFF.
The I \ program uses prankishlv
inclined energies to collect pennies,
nickels and dimes for use among un-
derprivileged children and mothers
throughout the world. The Yankee
Net's Duncan MacDonald will assist
interested groups in setting up UN
I rick or Treat programs via her wom-
en's show on WNAC. ***
Raditt iisrri to better (..I .
eommunity ties in Eric, P«.
Officials of the Erie. Pa., plant of the
General Fleet He Co. have signed with
WSEE (T\ i for a five-a-week news,
weather and sports strip that will be
entirel) local in content. Interesting
aspect of the show is C.F.'s reason for
sponsoring it. The company will sell
itself to the communit) as "a good
neighbor; a good employer, and a
g I corporate citizen.'" * * *
Rriefly . . .
Hecker. Hull & Vincent, Inc., De-
troit advertising agency, will use I \1
station WLDM for a 13-week adver-
tising campaign that will feature the
many service phases of its operation.
The campaign scheduled for Frida\
and Sunday evenings and Saturday
mornings is aimed at the management
level of local industrial and consumer
companies according to executive v.p.
J. Jean \ incent.
* « *
\\ alter \\ inchell turned out to he
as entertaining on his new Frida\
night variet) show as he was earlier
at his \|',(. press conference. Due for
imitation are WW's interesting anec-
dotal introductions.
» * »
\ snack bar. free parking and all
the sun you <an soak up arc built-in
features of Advertising Associates new
building in Phoenix, Arizona. Agency,
which bills $750,000 annually, serves
23 accounts, has a staff of 12. . . .
Basic advertising principles a~ applied
to medical advertising and promotion
will lie taught b\ l)ohert\. Clifford,
Steers and Shenfield's professional di-
76
SPONSOR
15 OCTOBER 1956
vision director, Philip Reichert, M.D.,
this fall at New York University . Ac-
cording to the agency it's believed to
be the first university course of its
kind.
* * »
Los Angeles auto dealer. H. J. Ca-
ruso, sponsor of five feature films a
week over L.A.'s KHJ-TV, sees tv's
full-length motion pictures as the "per-
fi-rt vehicle" for his sales messages.
Says Caruso. "The purchase of a car
is a family affair and through feature
films I can reach as complete a family
group as I could ever hope for. . . .
Paper Mate Co. will invest more than
$1 million in a pre-Christmas cam-
paign beginning mid-November over
nine network tv and radio programs.
It will run concurrently in December
with a tv spot saturation campaign in
25 markets. Company's $2.95 Capri
with Piggy-Back refill will be featured
in a specially designed plastic box.
* * *
World-wide distribution of Nestle
Co. Ltds Nescafe and Quik may be
hacked up bv company's sponsorship
of The Gale Storm Show — Oh! Su-
sanna in England and on the conti-
nent. Half-hour series premiered over
the 29-station CBC on 29 September
coincidental with show's start on CBS
in the United States. Canadian pur-
chase was made through Cockfield,
Brown & Co.. Toronto.
* * *
A 10-second announcement offering
a booklet of buckwheat receipes re-
sulted in nearly 3,000 requests from
listeners to New York's WMGM. An-
nouncement was made over the Arneri-
canr Jewish Caravan oj Stars broad-
cast Sundays from 12:30-1:30 p.m.
. . . Largest single sale of time in the
history of KOOL, Phoenix, was re-
cently consummated by that station.
Sale was made to Courtesy Chevrolet,
Inc. Auto dealer will sponsor the Tea
Til Dawn program six nights a week
and put KOOL on a 24 hour broad-
casting schedule.
* * *
Through election eve WNEW, New
^ ork. is providing "free and equal"
broadcast time to qualified political
candidates for office in New York and
Connecticut. Station, which does not
accept paid political advertising, will
give each qualified candidate 25 min-
utes of free time.
* * »
KOSI, Denver, has signed a con-
I Please turn to page I2')i
FASTER
SALES
ACTION
from
Penna's most
Powerful
Independent
WIBG'S personalities like Doug Arthur,
plus WIBG'S 10,000 WATTS
of Power make the big difference!
WIBG includes extra bonuses
at no extra cost . . . BILLBOARDS.
TRANSIT CARDS, DIRECT MAIL
and Trade Paper advertising to help
your sales. Dollar for Dollar,
""'♦'' your best buy in Pennsylvania is
WIBG
990 j
10,000 WATTS
SUBURBAN STATION BLDG PHILA. 3, PA., Rl 6 2300
NAT't REP.: RADIO-TV Representatives
SPONSOR
15 OCTOBKR 1956
77
Not headline claims but the fine
print comparison of rates, rat-
ings,* audience composition
and location count most. Check
the cost per thousand on strong
NBC adjacencies on high pow-
ered WJHP-TV. Jacksonville.
Florida.
•For ratings, see Telepulse.
agency profile
Jmnes S. Bealle
V.p. in charge of tv-radio
K&E, New York
"I think that features are a good bin when they're priced riiiht
for late night, hut I don't think they're prime evening fare," says
K&E tv-radio v.p., Jim Bealle.
"Even top features haven't yet been aide to compete with good
live tv. A couple of weeks ago NBC TV put a first-run Michael
Redgrave movie, Magic Box, opposite our Ed Sullivan show. Sullivan
got a 43.7 Trendex against the feature's 4.2 — a higher rating than
he's had in eight years."
Bealle feels that no one form of t\ entertainment will ever crowd
out another permanently. "Tv eats up material, so there's room for
everyone." And as proof of this maxim, he points out that the
agency's two top shows are a live variet) {Sullivan) and a half hour
film show {Rin-T in-Tin I .
Soft-spoken, Bealle tends to talk slowh. deliberateh. between con-
sidered puffs on his pipe. As K&E's tv-radio topper, he takes crises
in his stride, without apparent change <>f pace.
Agencies, he feels, are alreadv verj active in show production,
through their work with packagers and the network producers. But
he does not foresee agencies goin^ into show packaging to the extent
that they did in radio days. "But for a few isolated exception's, it's
not economical for agencies. Agencies do, however, take an active
part in script supervision, casting, shaping the general format of a
show and looking after the clients interest where production values
are concerned.
"As a general rule." he says, "tv shows reach their peak in six
months. We'd like to have our shows get a four- or even seven-year
pull like we've had with Sullivan. In other words, we're trying to
take the risk out of t\ show business. \nd right now we're in the
process of setting up a panel from among our employees to tesl
whether ratings can be predicted. T\ is now of an a^e where research
can reallv be a valuable tool. Something as simple as an employee t\
panel, if il works, could put our show analysis a step ahead."
Bealle adds that he has a t\ consumer pane] right in his own home
in IVIhani Manor. New ^ oik. where his wife and five children are
Constant and severe tv tril i< -. * * *
78
SPONSOR
L5 OCTOBER 10.">(i
GREAT
NEW
COMBINATION!
for radio's
best buy
in the
nation'
call yo«r
KATZ man
s 13th market
Milwaukee's number one independent
radio station is pleased to announce
the appointment of
THE KATZ AGENCY inc.
as national representatives, effective
OCTOBER 18, 1956
*
In Milwaukee, the shrewd buy
is WOKY . . . heres why!
• First in listeners, day and night.
• Lowest cost per thousand in the market.
• Covers 54% of the population in wealthy
Wisconsin.
• Choice of the "blue chip" national and
local advertisers.
• 24 hours of music, news and sports.
• 1000 watts it 920 KC.
• Bellwether station of the booming
BARTELL CROUP.
MILWAUKEE
A BARTELL GROUP STATION
SPONSOR • 15 OCTOBER 1956
79
PEMMSYLVANIA'S
4"T\AMEm-
IN YOUR PlCTUKE
583,600
T\/Familiec
WJAC-TV is the Number One
Station not only in Johnstown,
but in Altoona as well, and this
one-two punch covers an area
that rates 4th in the rich state
of Pennsylvania, and 28th in
the entire country.
Well over half a million (583,-
600 to be exact) television fam-
ilies look to WJAC-TV for the
best in television entertainment.
Add to this the free bonus of
WJAC-TV coverage into Pitts-
burgh, and you have a total
market lor your sales message
that just can't be overlooked, if
you really want to tap the po-
tential of Southwestern Penn-
sylvania.
Get full dctailt from your KATZ manl
Continued
from
page H
llif technique oJ latrine-reporting is simple indeed. No
matter how ill-informed the source, the rumor is fit to print
since ii stirs up more gossip and attracts more readers. What
harm tlii- may do to advertiser, agency, talent, network and
our business in general is ignored for the immediate gain in
reader-interest.
In a business that thrives on the half-founded rumor and
the partial-truth, there arc man) who live solel) on such
late. One gentleman I know, owner of a small agency, told
me he stands al the bar of a well known bistro every day for
two I rs because <>l the "valuable lead-"" he picks up. As
such his new business department is, you might say, Bf> proof,
an interesting if deplorable state of affairs.
Another chap I know, a writer for one of our less sterling
trade sheets, lohl me he has often had printed whal he t h inks
mighl happen because he'll always gel a denial in time for
the nexl publication dale so his fantasies lead to facts and
materialize as a follow-up piece.
()l course, il no one read this material when ii appeared
in print, it would die of lack of nourishment so I suppose the
onus i> upon all of us readers, myself included. B) sub-
scribing, reading and allowing our blood pressure to rise as
a resull <d whal we see, we ?ji\e substance to the shadows.
I've tried to abstain. The onk excuse I can gi\c for nol con-
tinuing to do so is that in self-defense one musl keep up to
dale on the misstatements as well a- the facts. This i- a
pretty weak excuse, I realize, bul unfortunately, it*- the
only one I've got. * * *
SPONSOR'S reply to Rob Foreman
The harsh criticism Bob Foreman levels al the trade
press in the column above must have been the result
more of anger ih, in ol factual appraisal oJ the circum-
stances involved.
\diniiie*^l\ . sponsor cried in the item involved .Hid
i- glad in have the facts pul straight b) Bob Foreman.
Bui the error arose as the resull ol a misunderstanding
between the reporter and his source rather than through
rel iance on hearsay .
sponsor states, further, thai ii will print and ac-
knowledge anj inacciii ac\ ii ma\ have inadvertently
committed to type whether the correction comes from it-
own columnisl Or a reader anywhere. We arc indeed as
anxious to correct an\ error as we arc to get the lads
-ii aiglii to begin w ith.
BO
SPONSOR • 1 5 o< roiii.H L956
m
I.V. spot editor
A column sponsored by one of the leading film producer* iii television
SAKHA
NEW YORK: 200 EAST 56TH STREET
CHICAGO: 16 EAST ONTARIO STREET
Eye-stopping live action . . . smooth continuity . . . .1 clevei jinglel I hese are
the elements thai pul sell into .1 series «>| spots Eoi American F; I\ Flakesl
Produci identification is very strong, with good package display throughout
each one minute commercial. A well <.m housewife in .1 realistic home sei
ting shows soft, lliillv, immaculately clean clothes, .is voice-ovei emphasizes
thai this is "the soap thai loves youi clothes." Produced l>\ SARRA F01 I III
PROCTER 8c GAMBLE COMPANY through II. W. KASTOR 8c SONS
ADVERTISING CO., INC.
SARRA, INC.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
Modern, stylized animation ol musical notes and instruments is intricately
woven into an original, Bully orchestrated mnsii.il background which creates
the mood for iliis new Folger's Coffee series. The elegantly gloved feminine
hand, which appears in Folger's prim advertising, is used to give \isu.il evi
dence that Folger's Coffee is "distinctively different." These eighl and twenty
second spots by SARRA are striking examples ol powerful advertising in
compaci form. Produced by SARRA for |. A. FOLGER 8c CO. through
CUNNINGHAM 8c W \I.SII. INC.
SARRA, INC.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
In this arresting, two minute spot Eoi Prudential, the announcer, Bill Shipley,
tells ol a dream in which he has forgotten his lines. In iliis tense situation,
lie is rescued by the prompter's cards which indelibly prim the Prudential
message on the viewer's mind. Restraint and "soli sell" characterize the com
mercial in all respects. This spol is one ol .1 series thai will be seen on Aon
Are There" and on the new "Ah Power" show. Produced l>\ SARRA Eoi
THE PRUDENTIAL INSURANCE COMPANY Ol AMERICA through
CALKINS 8c HOLD] N. INC.
SARRA, INC.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
Here's ;i brand new group ol spots with the vigoi and sparkle thai keeps
audiences lookingl Every second works Eoi Wesson Oil, with good phoi
raphy and smooth continuity. Product-in-use shots take lull advantage ol
the label to display the name "Wesson Oil." This commercial is pari ol a
continuing series thai may be seen on "Valiani Lady", the Bob Crosby show
or the new Sid Caesai show, ill you'd like to see othei receni SARRA com
mercials, drop a line to SARR \ and ask Eor Reel ."».) Produced by SARR \
lor WESSON OIL 8c SNOWDRIFT SALES CO. through the Fl I ZGE R \l.l>
ADVERTISING AGENCY, INC.
SARRA, INC.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
SPONSOR • 15 o< TOBER 1956
81
eve
Moved
TO
THE
lOP/
• TOP POWER
316,000 Watts
• TOP ELEVATION
2,000 Ft. above average / t \
terrain - 3,936 Ft.
above sea level
• EXCLUSIVE CBS
AFFILIATE
For 32 years, YV'DBJ has been the
favorite name in Radio in Western
Virginia. Now — it's TOP HEIGHT
— TOP POWER for WDBJ-TV—
with exclusive CBS affiliation and
top rated programming. Let estab-
lished audience, plus maximum cov-
erage, plus finest facilities and talent
work for you.
Vi DBJ-TV is now at maximum
power and height — backed by a
power-packed viewer promotion pro-
gram throughout the coverage area!
Ask Peters, Griffin, Woodward !
ROANOKE, VA .
Owned and operated by
the Times-World Corp.
Peters, Griffin, Woodward, Inc.
National Representatives
Continued
from
page ■ 1 7
sumes tiiiK meat importance, and deserves serious contem-
plation on the part of the agency, the advertiser and the sta-
tion. Are stations tutting their own audiences by making
the viewing of feature film< too irritating by too many com-
mercial spots in too short a time?
And even if viewers don't actual!} tune out. is the adver-
tiser doing himself any good with his selling message if the
viewer aggressively resents the intrusion represented by the
commercial because of the large number of commercials per
feature film? There seems little doubt that a too-greedy atti-
tude in this situation on the part of some stations will, in the
long run. hurt the station itself, but in the meantime this
causes a decrease in effectiveness of the advertisers' com-
mercial. It is up to the individual agency, of course, to pro-
tect its accounts by spot-checking feature film shows on key
stations from time to time.
The Celler House Antitrust Subcommittee investigating
network activities has caused a great deal of hitherto rela-
tively secret information (and too frequently, misinforma-
tion) to be revealed. Not the least interesting of the more
accurate portions of such information is that dealing with the
sometimes huge talent payments made by the networks. Wbat
seems to be exorbitant fees to talent has, of course, long been
discussed in show business and broadcasting circles. It's our
guess, however, that nothing will ever change the basic law of
supply and demand as it applies to talent's performance for
advertisers or elsewhere.
A few short months ago Elvis Presley got $750 for each
of three performances on Jackie Gleason Enterprises' Stage
Show. Currently the same singer is doing three gue^t shots
on the Ed Sullivan Show for $50,000. When this three-shol
deal i> completed, Presley's manager i> going to ask $50,000
per shot. And it's this column's guess hell gel it without
an) difficulty at all. \\ hat he did to the rating on the last
Sullivan show on which lie appeared i- nol one ol the better
kept secrets of the year. And as long as he causes such
rating increases the sky is almosl literall) the limit on the
mune\ he'll lie aide lo command.
Il wasn'l loo long ago thai Frank Sinatra begged Harry
Cohn, presidenl of Columbia Pictures, lor a pari in a film
the studio was making. Me agreed, and Columbia look him
up on il. lo do the job lor $10,000. The part was thai ol
Maggio in "from Here lo Eternity." It got the till-then
skidding Frankie Mo\ an Oscar, and (abetted by a million-
selling Capitol record of a BMI tunc called "Young at
Hear!*') made him once again a sizzling show-business
property. Todaj Sinatra won'l even consider doing a picture
for less than $100,000 in front plus a substantial piece.
'Twas ever thus. \ud no doubt 'twill e\er be and who
can blame them?
• • •
:;j
SPONSOR
I.") OCTOBER L956
a/%...
NT A 20th Century -Fox W
jdly present „, . flrs, re|eases from
ludios . . . 20th Century Fox . . . starring
ding IORETTA YOUNG, JOAN CRAWFORD,
WAITER PIDGEON, TYRONE POWER, CHARLES LAUGHTON, PAUL
MUNI, HENRY FONDA, CLAUDETTE COLBERT, FREDRIC MARCH
I
Griea-
HOW GREEN WAS
MY VALLEY
with Walter Pidgeon, Maureen O'Hara,
Donald Crisp and Barry Fitzgerald
An unforgettable story of love, faith and
conflict . . w inner of si\ Academy Awards.
THE HOUSE ON
92nd STREET
•ub Lloyd Nolan and William Eylhe
lory tIm- In hIIii
the protection
. ■ didn't ,1..
..I the mon
THE OX-BOW
INCIDENT
with Henry Fonda and Dana Andrei,
The lough, true, terrifying story of Ami
i«a\ most ruthless manhunt ... urged (
b) a woman's mocking laugh!
THE
BLACK SWAN
with Tyrone Power, Maureen O'Hara
and Thomas Mitchell
lie seven seas, surged the wolf-|ia«k
look bold hearts to hunt it down!
CENTENNIAL
SUMMER
* with Linda Darnell, Jeanne Cram,
f* ~* Cornel Wilde and Walter Brennan
Ttie beloved bestseller bursts into Jerom.
Kern Songs.
»1?
tsi
BOOMERANG
with Dana Andrews, Jane Wyatt
and Lee J. Cobb
vicious killer remains unfound...the
ge crime remains unavenged ... the
y of the most brutal betrayal man ever
LIFEBOAT
*
yr-f
with Tallulah Bankheatl
and William Bcndix
Six men and three women adrift in a
lifcbu.it with no law but the wild sea...
written for Alfred Hitchcock by John
Steinbeck.
THE FOXES
OF HARROW
with Rex Harrison
and Maureen O'Hara
violence and fascinatia
that laughed ;il its own
otti the beil Belief
£
A ami 20th Century- Fox
1
A YANK IN
</
THE R.A.F.
».
With Tyrone Power and Betty Crablc
1
i\ "" »
Authentic air battles filmed o.er Ger-
many. France and England. ..barlgronnd
lor a tender love story!
**dk £ j£
THE
HOMESTRETCH
wtth Cornel Wtlde and
Maureen O'Hara
l.ove and adventure at the world's gayest 1
BRIGHAM
YOUNG
with Tyrone Power and Linda Darnell
The -tory behind the heroic Mormon trek
„ westward and the virile fighting man who
led it.
proudly presert ... 52 top-quality Feature FHm> ...by famous pro-
ducers mcludiri DARRYl ZANUCK, ALFRED HITCHCOCK ELIA
KAZAN, LOUH deROCHEMONT, OHO PREMINGER and BRYAN
FOY ... and sterlet' by great authors including . . . JOHN STEINBECK
ZANE GREY, (ICHARD LLEWELLYN, RAYMOND CHANDLER'
RAFAEL SABA INI, CRAIG RICE ond FRANK YERBY
WING AND
A PRAYER
with Don Ameche, Dana Andrews
and Str Cednc Hardwicke
One of the mightiest of all entertainm
thrills. ..fighting action aboard a fight
DOLL FACE
with Vivian Blaine, Perry Como and
Dennis O'Keefe
The musical romance of a doll that had a
great talent for writing.
r ~Y
FOUR JILLS
IN A JEEP
with Phil Silvers, Martha Raye
and Betty Crablc
The fin,, sonm nid love when Hollywood's |
- loveliest >lm- hike i furlough ol entertain-
1 mem 10 the from lines:
FOOTLIGHT
fe r* SERENADE
jrf With John Payne and Betty Grable
^^^jM mu.i. it
-i^Lfe.,
KISS OF DEATH
'^B *i ■*" 9
with Victor Mature, Brum Donlevy
ami Richard W id mark
WA-
The itory of hetray.it that explodes lit a 1
manhunt unequalled in the chapters of 1
DRAGONWYCK
with Vincent Price and Gene Tterne
A tremendous, exciting mystery that wil
engulf the television screen with dramati
DAISY KENYON
uitb Joan Crawford, Dana Andrew i
ami Henry Fonda
Two kinds of men... two kinds of love ii
her life... mill when -he chooses II runs
he forever!
DRUMS ALONG
THE MOHAWK
uilh Claitdette Colbert
and Henry Fonda
raving nil dangers lis u nation is inrved
forbidden wilderness.
~ .11 Kelp you I
1 ratings, ;
' participations and a new high in sales and pro
---~V v
Included in this group are such screen triumphs a:
NTA
touches
&m
the most
spectacular event
in television
rogramming history...
prc
r J
WVTt-WIU-PHONl. TODAY i All th» drta.1% or* mailable fc
mma. mmmati Mm
_
J
NOTHING BUT
27
OCTOBER
fir-t weekly
SPONSOR'S FIRST 10 YEAR
<■
NOTHII1
Every year for a full decade SPONSOR has gone up in advertising pages.
How high will it go as a weekly?
1946
1947
1251 135B(
1948
1949
1950
1951
10 years ago SPONSOR appeared on the broadcast
scene with a sparkling new concept - - a use magazine
beamed 100% for air-minded agencies and advertisers. In
the decade now being completed its impact has been fully
felt and its concept fully tested. Nothing speaks louder
than results, and the ladder of uninterrupted growth
shown on these pages underscores sponsor's progress.
1955
1956
As SPONSOR goes into its second decade it will unveil an ex-
tension of its use concept. It will expand the use article formula in
which it is expert to a striking new formula of use news in depth.
Thus an important new dimension is added to trade paper publishing
in our field. What sponsor means by use news in depth will be re-
vealed for the first time on 27 October when the first weekly issue,
which will also be our 10th anniversary issue, reaches your desk.
27
October
OUR 10TH
ANNIVERSARY
ISSUE IS
OUR FIRST
WEEKLY
ISSUE
advertising deadline
8 October, 1956
AND NOTHING BUT UP
GO YOUR NATIONAL SALES
WITH A WELL-PLANNED
AD CAMPAIG
IN THE WEEKLY SPONSOR
27
OCTOBER
flr.t week]]
5) A TV Station Is Measured By . . .
...ITS PROGRAMMING!
And WSM-TV programming holds a popularity' lead in this
market, according to both A.R.B. and Pulse. This popularity
covers all categories:
NETWORK HEADLINERS — As the NBC-TV station in
this market, WSM-TV gets a consistently larger share of
the local audience for network shows (according to A.R.B.
and Pulse) than the national average (according to Trendex)
— proof positive that national standings cannot be neatly
applied to all local situations.
TOP FILM SHOWS — According to the most recent survey
of this three-station market, the 10 top syndicated film
shows are all on WSM-TV.
LIVE LOCAL SHOWS — With a talent pool of more than
200, many of them nationally famous stars, WSM-TV is
recognized as one of the country's leading stations in the
production of top caliber live local shows. Such headliners
as NOON, OPRY MATINEE, TELEVISIT, and
CHANNEL 4 CLUB consistently reflect the know-how of
a staff that produces network commercial shows on both
television and radio for such top-drawer advertisers as
R. J. Reynolds, Ralston-Purina and Pet Milk.
NEWS TELECASTS — An aggressive 9-man news staff,
five wire services, two film services, staff cars, and complete
kleig lighting and motion picture equipment all contribute
to the WSM-TV news coverage success story The station
has also telecast more than 675 remotes of special local and
regional newsworthy events.
SPORTS COVERAGE — Vanderbilt University basketball,
exclusive TV coverage of Nashville's Southern League
baseball team. NCAA basketball remotes from as far away
as Bowling Green, Kentucky, Vanderbilt football highlights,
steeplechases and stock car races arc just a few of the many
local and area headliners in the WSM-TV sports parade
that continues to fascinate viewers in this market.
Channel 4 Nashville, Tennessee
NBC-TV Affiliate
Clearly Nashville's #7 TV Station
IRVING WAUGH, Commercial Manager
EDWARD PETRY & CO., National Advertising Representatives
WSM-TV's sister station - Clear Channel 50,000-walt WSM Radio - is the only single medium that covers completely the rich Central South market.
SPONSOR • 15 OCTOBER 1956 !
MEDIA MODEL-T
i Continued from page 3] >
merous advantages which are lost to
the automotives. Consistenc) make-
the bu) less expensive and it gives the
contract-holder a franchise. Every sta-
tion representative has a portfolio of
enticinglj priced package buys, for ex-
ample, and ever) station offers fre-
quenc) discounts.
\ car compan) which retained an-
nouncemenl periods throughout the
year would have a built-in priority on
top adjaeeneies when they are most
needed new i;n announcement time.
Some automotives do run o^-week
-i hedules in one market, or in a lim-
ited group of markets. Most, however,
stick to the four-weeks-in-52 pattern.
Detroit is one of the market excep-
tions, for both political and competi-
tive reasons. Coinpam executives ap-
parently get a sense of pride from feel-
ing they dominate local advertising
and they splurge in saturation sched-
ules all year round.
2. Buying is rigid and is lim-
ited to the peak traffic hours.
Automotives insist on peak "traffic"
HERE'S HOW
BIG CHIEF
on BIG HILL
SCALPS YOUR COMPETITION
National survey for July, 1956 finds KCSJ-TV,
voice and image of Southern Colorado's major
lountain locked markets, way out front morning, afternoon
and evening periods. Its share of audience is
100 IN MORNING
65.4 IN AFTERNOON
51.1 EVENINGS
KCSJ-TV
Pueblo's only TV station
Channel 5 — Pueblo, Colo.
Put BIG CHIEF
to work for you.
NBC for Southern Colorado
Represented by: John E. Pearson Co. National
John McGuire & Co. Regional
hours, with very few exceptions.
Traffic, as related to radio, means
those hours between 7 and 9 a.m. and
4 to 0 or 7 1 1. in., when listeners are
driving to and from work in their cars.
As applied to television, traffic hours
mean those prime nighttime periods
when the most viewers are available.
Agency and client men have sold
themselves on this prime-time concept,
and the) ve been aided and abetted by
radio and tv salesmen who have over-
sold "position."
Auto executives and agency people
all drive to work in Detroit and are
inclined to have a "doesn't-evervbody-
drive-to-work?" psychology. (The Mo-
tor City is a mobile one because the
metropolitan area is spread out and
inaccessible. In-car radio listening is
unusually heavy. )
One rep comments: "Automotives
are paying high rates for these pre-
mium traffic times, yet if they bought
nighttime radio or daytime tv they
might be able to get as much as double
the audience for the same money."
Commenting on the clamor for "po-
sition." another rep said: "This kind
ol buying is like taking a center
spread in a magazine. Yet when a
car manufacturer actually buys maga-
zine space, he takes any position in it
because he's looking for total reader-
ship, not just those who glance at the
center-spread.""
3. The women's audience is
virtually ignored,
Automotives seem to look on women
as wives and helpmates, rather than as
consumers. They think women have a
definite "influence" in the choice of
color. st\lc and comfort features of a
car. hut lhe\ believe that men select
the make of the car.
They therefore tr\ to reach and to
sell both men and women, figuring
they get such a dual audience with
traffic-time radio and nighttime tv.
('ail Georgi. Jr.. media director of the
I). J'. Brother agency, which services
the Oldsmobile account, summarizes
the thinking:
"We seek a dual audience id both
men and women, because purchase ol
a car is a fainih matter.
Yet man) a surve) in recent years
has pointed up the influence of women
married oi single in control id in-
come and in selection ol both suit and
haul goods. W hether she has the big-
gest say-SO in deciding on the make of
car, or whether she merel) exerts an
influence, the woman is a vital factor
88
SPONSOR
15 OCTOISI.K 1 T)(>
GEORGE P. HOLLINGBERY CO.
...the MEN in the
GREY FLANNEL
SWEATSHIRTS
The sales crew that goes to work for you in
the billion-dollar Portland market the mo-
ment you place a schedule on KLOR Channel
12. A "task force" representing over 100
years (combined) experience in sales, mer-
chandising, radio and television.
Is it any wonder that Portland retailers,
brokers and distributors invariably cast their
vote in favor of this winning combination.
PORTLAND, OREGON
GOOD LOOKING
HOME OWNED
SPONSOR
15 OCTOBER 1956
89
90
M'ONSOli
L5 OCTOBER 1956
in the sale of cars. ^ et manufacturers
have 1)\ passed an obvious method of
reaching her — spot during daytime
hours. And these daytime spot- would
be even more effective in areas where
there is. or where there's likel) to be,
a concentration ol two-car homes.
I. Manufacturers use the same
copy themes.
Am waj >ou look at it — or hear it
— automotive cop) is prett) much the
same. Add this factor to the traditions
of once-a-year advertising at peak
tune-in times in the same market-, and
\ou end up with main announcement-
close-together — all selling the same
idea.
Car companies tend to stress a re-
cent victory in a marathon race, the
technical advantages of a motor, the
low-low price.
But cop) could be used to drama-
tize the important intangible reasons
people swing to a certain make. Said
a Buick dealer in Detroit:
"People no longer buy cars just be-
cause they're useful. The car s\ m-
bolizes something in the buyer's mind.
His private concept of owning a car —
or a special kind of a car — nun in-
volve prestige, self-confidence, luxun
or even escape. When we talk to people
who come in the showroom, we tell
(hem about the mechanism . . . but we
sell them on emotion !"
One Detroit agenC) man. who"- been
trying to sell his client on a copy
change for months, says: "I'd like to
use straight selling copy which is
switched at short intervals so it doesn't
wear out. And I'd like to limit our
copy to the things our car has which
are really different and which are ex-
clusive w it li us."
Another broadcast executive in an
automotive agency points to a lack of
creative personnel in radio-tv writing
and production and to a shortage of
time.
"'Frankly, we're pretty well steeped
in print media, and this is what most
of our creative people specialize in.
We're trying to build a solid radio and
tv department, but as good as it is it
isn't up to handling the mad rush we
have at new car time. We have more
than an adequate staff eight months of
the year. But in the other four, when
we re working out our new car intro-
duction at break-neck speed, we just
don't have enough people."
5. Manufacturers don't allow
spot's flexibility to work for them.
If sales are hi»h. there is a lot of
#<9 c&b,.,.
<> *r*a
'"OlATlON.
"A" contour area contains OVER
HALF of the population of
Washington State and accounts
tor OVER HALF the retail sales
of the state.
CBS Television for Seattle,
Tacoma, and the Puget Sound Area
31 6,000 WATTS
Antenna height, 1000 ft. above sea level
. . . and more than 2 million
people live in the ENTIRE
area covered by KTNT-TV
. . . what's more —
Only KTNT-TV has all five
Of all the television stations in the
rich Puget Sound area of Washington
State, ONLY KTNT-TV covers all five
of the following major cities in its
"A" contour:
• Seattle • Tacoma • Everett
• Bremerton • Olympia
kQ3]t%
CHANNEL ELEVEN
BASIC
Represented nationally by
WEED TELEVISION
SPONSOR
15 OCTOBER 1956
91
NASHUA
MMJimd EARNINGS!
NASHUA 1,236,965.00
THE LOUISVILLE MARKET
1,305,000 Customers
$1,703,251,000 Buying Income
ATN
Air Trails Network
WKLO
IOUI SV IlLE %~
HIIM1II
WIN(x 1 WCOL f IJWizE
J fc p a n m n t f \
TA* C^i/j/ SW.^vt
PROMOTES
SPRINGFIELD
TO BUY AIR TRAILS
NETWORK STATIONS
write, wire or phone collect:
PAT WILLIAMS • ALEX BUCHAN • BILL SPENCER
WING • 121 N. Main St. • Dayton, Ohio • HE 3773
H. R. REPRESENTATIVES
for
WING- WCOL- WIZE
JOHN BLAIR & CO. for
WKLO
<)2
>im>\m)|< • L5 OCTOBER L956
mSdlional RESULTS!
July 30,
1956
^T»- SVerh3Ch: „ ,cu and your^aUonoOng
tvoe of in^,lv from ^^ h sh<ju
slits erectly t , *• my
ft*".'; »"»-*•
"-18
°'X/£
*'C*
BILL'S
'119
DON ?«U"^
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'Jilt
Ident
■i,.-
' ^<Ji0
*s^
ZZj*«s
*?&<£,
&**«•
SPONSOR
15 OCTOBER 1956
93
!
advertising mone) in the factory fund
perhaps an average "I v">0 for ever)
car produced. But it sales and pro-
duction slacken, the ad budget is cut.
This up-and-down pattern can be
matched 1>\ spot because of its short-
order flexibility. Spot can be added or
substracted quickly, as the need arises.
It can move in fast to stimulate sales
in a sagging market, to meet a com-
petitive claim, to hack up a dealer.
"Mobilitj in thinking" is a must for
an automobile manufacturer and its
agency, says Clyde Clem, radio and tv
account executive on Dodge at Grant
Advertising, Detroit. "We have to be
flexible in our Inning and in our
thinking, because main times we have
to move fast."
\\ alts \\ acker, assistant media direc-
tor of the Brother agencv. expresses a
similar approach: "Our eyes are con-
stantK peeled for something which
will fit our particular needs in radio
and t\. Spot has a flexibility which is
an important asset to the medium."
But there are few automotives cash-
ing in on these particular assets.
6. Dealers aren't getting local-
level snot support.
it's a rare car dealer who doesn't
use radio or television announcements.
\et it's an equal!) rare car manufac-
turer who supports that dealer with
the same kind of advertising from
factor) money.
Spot can get a budget allocation
from three sources. There's the co-op
fund, to which the manufacturer and
the dealer contribute X amount per
new car unit purchased by the dealer,
and over which he has complete juris-
diction; and the dealer fund, a pool
sum contributed to b\ individual deal-
ers in a market or an area for their
collective local or regional promotions.
The third advertising fund, the fac-
tors mone\. is disbursed by the manu-
facturer, who is guided indirectly by
the media wishes of his dealers. Deal-
ers like national support, and factors
mone) usually backs them in such ma-
jor media as general circulation maga-
zines, newspapers, network radio and
network television.
Bui dealers also like and need the
kind of local-level support which spot
gives them. One station representative,
who has been in Detroit 15 \ears, pre-
sents this \ iew point :
"The manufacturer toda\ should
parallel the day-to-day sales functions
of his dealers. The car compan) may
advertise ever) Thursdaj in Life, but
its dealers are trying to sell cars six
days a week and 10 hours ever) day.
Spot can parallel these day-to-da) sales
efforts."
7. Spot is an after-thought.
Automotives look on spot as supple-
mental1) rather than complementar) to
other media. Spot is used to back-up
other advertising— usuall) newspaper.
Il s seldom used in the same full-
strength and forceful way.
^ el car manufacturers are the first
to admit that showroom sales can't be
traced to an) one type of advertising.
They have a hunch newspaper sells
cars better than s|iot does, but the)
can't prove it.
They aren't treating spot as a
grown-up or respectable vehicle. Spot.
used as an integral element in a multi-
ple-media pattern, could bag a lot of
new prospects and reinforce product
impressions alread\ made. Spot is a
mass medium, and cars these days
have a mass consumption equal to
breakfast foods. Despite this mass
usage, there's a distinctl) un-mass
price tag of some $3,000.
These are some of the indications in
.:i!i;.iiii:iii!iiiiiiii'i .,ii"i!ii :!i;:.i;n:: ',,;:,:',: .iiir ;,,i ,:ni, .,.:,iii; :!!:.iii!: iii!';;ni!,. ;:,, .iiir:1 immiiiimiimilllllillllimillliliillllllllllllllllllllllliimiliimimilimiliiiliilimillllllliiiiiiiiiim^
ENTER YOUR SUBSCRIPTION
TODAY FOR THE WEEKLY
SPONSOR
PRESENT LOW RATES APPLY-
$3 PER YEAR
$15 FOR THREE YEARS
mini iiiiiiiiiiiiiiiiiniiiii hi iiiiiiiiiiiniii nun mimii mi
9 ; SPONSOR • 1 5 0< TOBER 1956
WE'VE TAKEN T^Apf
out OF^^^r;<:ii?V''
NEWS COVERAGE^ . ' .!
...... ytt^-s^ v....""^-"v
'"';:;>••••'•■"■" ' jt|#i't f
AND PUT THE NtW IN NEWS
SERVING MONTGOMERY ... as well as
every HOME TOWN in Southeast Alabama.
40 correspondents in Alabama and North
West Florida^owns and communities are
equipped to fimVon the spot, news as it
occurs and to wing^t to Montgomery for
prompt telecasting, usually the same day.
The most modern film processing equip-
ment at our studios makes tnVnews ready
to screen in minutes . . . NO AGING IN
TRANSIT ....
A news crew that's trained, qualifietl\n
every respect, stands ready with their equips
ment to cover news when it happens, wher-
ever it happens.
WSFA-TV news is presented without still
photographs and our consumption of 16mm
films at the average rate of 26,000 feet per
month makes it fresh . . . new ... as new
as the news ....
Excellence in timely and complete, un-
biased news coverage is a part of WSFA-
TV's service to southeastern Alabama and
is one of the many reasons for its domi-
nance over all other media.
Your message will be seen more ....
mean more on ... .
CHANNEL
WSFA-TV, Montgomery, Alabama
NyBlCt WKY' WKYTV' Oklahoma City, Oklahoma
J-V W7VT in Tampa -St Petersburg
Represented by THE KATZ AGENCY, INC
fiff,
^onibc>7?i^,^ai/Q^UL
SPONSOR
15 OCTOBKK 1 ').)(>
95
Detroit that spot buying techniques are
due for an over-hauling. There are
likewise portents thai spot is beginning
to get a constructive re-appraisal from
both agency and client.
\. lux 'n saj broadcasters and broad-
i asl salesmen should also take stork
spot, and of their own sales meth-
ods. Vdmen figure radio and t\ | -
pie have a big share of the responsi-
bilit) if it's ti lie thai their client isn'l
getting hi- spot dollar's worth. Some
of their suggestions for radio and t\ -
self-appraisal of spot will he in Pari
I w.i ..I this series. 27 October. * * *
ELVIS . . .
[Continual hum page 33 I
L9 \cars of age in the U.S. mot count-
ing those in armed forces overseas)
according to the Jul) L955 esimate
from the Bureau of Census. It is a
market for the present and the future.
Eugene Gilbert and Co., of New
^..ik. which provides, through its Gil-
bert ^ outh Research programs, a
marketing service to advertising and
business executives, foresees a shift in
advertising with emphasis on selling
the expanding teenage market.
the proof
is
in
the
pudding
In this era of 10-day
trials and taste-tests,
people like to be shown!
They like conclusive proof
...and that proof is only
in the pudding. The July
1956 Washington Area
Conlan report shows WITN
with a 51.3% share of
audience in the afternoon
and 45.7% share at night
...a jack-rabbit leap from
the January Pulse that was
taken after WITN was 90
days old. But hold on...
there is a lot more to
come. WITN has double the
NBC shows of a year ago.
More proof is coming...
just watch WITN's smoke
in the ARB study
this fall!
\
T
/
witn
channel
%
aervlng eastern north enrol Inn / transmitter at grlfton, n. o./otudlos k offices nt Washington, n. B,
919 foot tower /31ft. 000 watta/ovor 150,000 sola In the market / hendley-reed oompnny, representatives
^l outh and people over 40 are in-
creasing in number, according to a
recent Gilbert studs, while the number
of people between 25 and 39 is ac-
tually declining. B) L965, the 13-18
vear-old age group will have shown
the highest per cent of population in-
crease (70.49< ' "\er 1051 I. This means
that in the next decade increased busi-
ness must come from either the young
or the old.
Even dav. 10.000 new prospects
move into the teenage market. This
year, about 750.000 teenagers got mar-
ried. The median age of marriage for
women is 18. About one-third of all
first children in the I . S. are born to
women 20 and under. Obviously, if
the late teenagers are going to house-
keeping and raising families, then the)
comprise a growing market for appli-
ances, furnishings and cars.
A 1956 survev conducted by Gilbert
for Seventeen magazine turned up the
fact that the average girl entering col-
lege as a freshman spends 8450.22 for
wardrobe, room furnishings, etc. \\ ith
about 200.000 teenage girls entering
college, this represents a one-shot
spending spree of over $118 million.
The Gilbert Co. which does much of
research b\ networks into the youth
market feels that tv can do much more
than it is now doing to capture this
audience. About 20' < of network
time is being programed for the small
children I ages 5 to 9). Yet in the
next decade, this age group will not
show nearK the population increase as
the 13-18 set.
Competitive media — newspapers, ra-
dio, and magazines — are realizing the
potential of the teenage audience.
Radio is trying to satisfy its tastes.
Major magazines are devoting more
and more articles and features to the
teenager. "What Young People Think
is the title of a daily column by Eugene
Gilbert that is syndicated 1»\ VP to
320 newspapers covering all major
cities in the U. S. The readership re-
sponse has been great, and some of
the papers carrj the subject for that
day's column as a page one bannciline
(The V. ) . Journal- American has been
printing this bannciline in red ink. I
\ major network has recent!) en-
gaged the Gilbert organization to con-
duct a youth study, and it is quite
possible that t\ will shortl) make a
definite hid to capture this growing
audience. In fact. Gilbert predicts
i Please turn to page loo i
96
SI'ONSOH
15 OCTOBKR 1056
ADVERTISERS GET
BIG-TIME RESULTS
on WFAA-TV
The housewife who just opened this can of Heinz
baked beans might find herself in the same predicament
as the little cartoon character when it comes to pronouncing
"Worcestershire Sauce," but one thing's for sure: She
knows it pays to reach for HITNZ, regardless.
And throughout North Texas more and more housewives
are becoming presold on all Heinz products while
settled back to watch "Studio 57" — now in its
3rd year over WFAA-TV!
If you're looking for "big time" results, see your
PETRYMAN for complete market data
and coverage information.
WFAA-TV
DICK DRUMMY,
Commercial Manager
A TELEVISION
SERVICE OF THE
DALLAS MORNING NEWS
CHANNEL 8 DALLAS
NBC-ABC
SPONSOR
15 OCTOBER 1956
97
Big Aggie
knew him
zvay hack when. . .
Back in 1927 WNAX-
570 introduced Law-
rence Welk to radio
I a ud i e nc e s . Today,
Wei k' s sparkling
champagne music is the toast of the nation.
And today. WNAX-570 is the toast of the
hundreds of leading advertisers who use its
air wa»es to sell their products. Yes, both
Welk and WNAX have grown and developed
into top performers. The Lawrence Welk show
is among the top ten attractions. WNAX-
570 is a top-of-thc-list radio buy, delivering
a biq monied audience in the land where TV
means Taint Visible.'
WNAX-570
• KTON. s Dakota
V i -
I II- II
D D -..hi.. ii
N
1 I.. .ait..
k\ I \ I I I ••
I
S(>(>; (..M. SeraoaT: t ti • Jdili eeatarj
practical propnel
Issue: i October 1956, i>>k. »»i
Subject: \, %. f iiltilm. mi-, in*, predietioaa
(in the ")"tli anniversary of his start in the induso il l>a\hl
Sarnoff, was presented by RCA ei irith five "electronic mira-
\ magnetit tap* der "f both color and black-and-white
television for broadcast iuv in-tii tv-tape player f<>r honu
ectronit liuht amplifier, a — i I « - 1 1 1 air-conditioner with do moving
parts and an electronii refrigerator. Three bad been requested I>n
I" mark this event
From this amazing present, the (uncial blanched into an even
more Bpectacular Future. He predicts tliat within tin- nexl 2
wai will be outlawed, Soviet Communism will collapse, planes will
be flying 5000 miles an hour and housewives will have push-button
homes.
I In- future will also see, forecasts Sarnoff, perfection of weathei
reports foi years ahead and "steps taken to mak< ithei
as desired," the energy «'f the suns rays effectively harnessed ami in
world-wide use, communication by television, in full color, bet*
anj two point- on the globe with tin- ease of the telephone. Indi-
viduals will hold private two-way conversations and see each othei
a- they talk, regardless of the distance separating them.)
\- fur man- lift- in general, Sarnoff sees an extension of tin- life-
span "probably within hailing distance of the century mark'" and
the attainment <>f living standards "without past parallel" through-
out the world. * • *
SPOJ NejJTTO i.iilin- marketing lull
Issue: Pari two, IT September 1956, pap I
Subject: Negro market pioneen have raiaed
badgeti l(>(»'.
One of the best demonstrations of the growing importance of the
Negro market is embodied in facts revealed by Herschel /. Deutsch
v\ ( o regarding tin- increased national advertising budgets now allo-
cated by several clients of this New York advertisinj foi
promotion of products in the Negro field.
I • ii-i in- tin- field in 1949 w ttli an eight-station schedule, the < om-
panies have increased their budget bj 100' t" covei the pn -
186 radi itlets. Vmong the firms are the following Household
Products, lin : I I Browne Drug Co.; Kilmei .\ ' \-- ciated
in Products and fne Landei Company. Products advertised
an cosmetics, drugs and proprietary medicines
Madeleine Ulison, media directoi "I Herschel / Di itsch, says,
I ii the most part, we select announcements t" rarn
However, we aim foi delivery by carefully selected personalities
chosen markets." Miss Ulison points out the fact that copy is •
■ i.iIK written f"i Sunday placement and f"i u-<- in religious
grams, with less hard-hitting approach.
\n 60 nil announcements are delivered 1 i -v «- .mil generally
u. .-t effective, although we >1" supplement witl
Since the appropriations directly reflect the trends in sales, she
concludes, "the dramatically increased adverti* enditurea are
ih<- most ' "in i<ii- i \ nlfiii i id -in 1 1 --fnl n-iili- from the advertising
.11I.I11--11I |.\ tin- agent \ t" tin- -i-iiii ni ..I the population « « «
M>ONsoH
I . hi lull! 1; 1'' ><•
JOVEMBER 1956
MONDAY
TV COMPARAGRAPH OF NETWORK PRG
Garry Moore
Campbell
Burnett
Bristol-Myers
DCSS alt m
NT alt sust L
Vi hr $3,600
Arthur Godfrey
Gen Foods
Y&R
Stand Brands
Bates
Var $4,150 L
sirnul Vi hr
Godfrey (cont'd)!
Bristol-Myers
Y&R m&w
11-11:30
Strike It Rleh
Colgate: tthpit:
Tel, auper audi,
palmollve. fab,
a] tx
f«NT 1 1
Esty $15,001 1
Valiant Lady
Stand Brands
Bates
88NT m
$10,000
Love of Life
Amer Home Pr
"7NY m-f L
Ted Bates $10,000
Seareh for Tom'w
PAO: Joyt
,' '"WT m-f I.
Burnett $10.000
Guiding Light
PAO- Ivory, diizf
MVT m-f T,
Compton $10,000
News
1-1:10
m-f
Sust
NT L&F
Stand Up &
Be Counted
Sust
NT L
As the World
Turns
PAG: pre]].
Ivory snow
I10NT m-f 104L
B&B
$3,000 </z hr
Our Miss Brooks
Hy F
sust
Art Llnkletter
Lever: surf
7Hv m.w.f L
BDO
Campbell
Burnett
Yiht $4000
■ If Payoff
Colgate: fab.
chlorophyll tth-
pst. rashmr hot
82NT ro-w.f I,
f«n« fn »M
Esty Vz hr $6,000
Bob Crosby
sust
Brown & Wmson
Bates alt wits
bus!
Hy L
Vi hr $3,150
Brighter Day
PAO
HUNT m-f T,
Y&R $10,000
The Secret Storm
Am Hrtme Prods:
How m.f r,
Ted Bates $9,500
Edge Of
Night
P*0 .,, nroll
129NT m-f T">T.
B&B $15,000
«5^f
No network
Drogramlnr
L
TUESDAY
WEDNESDAY
Dim Dait
School
Multiple spons
Var L
Vi Sir $1,600
Bandstand
simul
NT m-f L
Home
m-f 11-12
Remote cut-Ins
Var L&F
(Women's service
program. For
partlc sponsors,
there are eight
1-mlD commer-
cials an bour
•Tall able
wk $25,000
Tic Tac
Dough
NT m-f L
sust
No network
programing
m-f
Garry Moore
sust
Best Foods
Ludgin
'/„ hr $3,140
NT L
Arthur Godfrey
Var L
Scott Paper JUT
see mon
Norwich
No network
programing
m-f
B&B
Godfrey (cont'd)
Kellogg Burnett
t&tb
No network
programing
It Could Be You "»-f
Hy m-f L
Vi hr $3,000
No network
programing
ea-f
No network
programing
PUlsbury Mills
m-tb
Burnett
Strike It Rleh
Colgate
m-f (see mon)
Esty
Valiant Lady
Wesson Oil
NT L
Fitzgerald
Love ef Life
Amer Home Pr
m-f (see mon)
Ted Bate*
Search for Tom'w
Burnett
PAO: Joyt
m-f (see mon)
Guiding Light
P&O: Ivory, dost
m-f (see mon)
ComatM
sust
News
1-1:10
NT L&F
Stand Up &
Be Counted
NT L
sust
As the World
Turns
sust
NT L
No network
programing
m-f
Our Miss Brooks
Hy P
Best Foods DFS
No network
alt wks sust
programing
m-f
Art Link letter
Tennessee Ernie
Kellogg: all pr
Ford Show
52Hy L
P&G B&B
tu.th
Swift Mc-E
Burnett
Hy m-f L
PUlsbury Mills
Vi hr $3,500
Burnett
Big Payoff
NT L
sust
NBC's Matinee
Afternoon
Theatre
nartle sponsors
Film Festival
HY t,
Carnation
partle
E Wasey
Color
NT F
Wesson
$30,000 wk
Fitzgerald
Hy L
Best Foods
DFS
Brighter Day
PAG
m-f (see mon)
Y&R
Queen For A
Day
Hy parties L
4-4:45 pm
Afternoon
The Seeret Storm
Film Festival
Amer Home Pre
partle
3-5 pm
(see Mon) m-f
Ted Bates
Vi hr $3,000
Edge of
Night
Modern Romances
P&G: tide, prell
NT sust L
4 '45-5
m-f
Benton & Bowles
Mickey Mouse
(see Mon)
Club
m-f
alt wks
Welch Grape Je
DCSS 5:15-5:30
Armour
Laird 5:30-5:45
Comedy Time
Carnation
NT F
Erwln Wasey
No network
sust
5:45-6
programing
Chi F
■-f
& co-op 6-5:15
No net
per Vi hr
programing
$5,040 to $6,300
Ding Dong Sehl
Var It
(See Mon)
Bandstand
simul
NT m-f L
partle
Home
m-f 11-12
Remote cut-Ins
var L&F
No network
programing
m-f
No network
programing
m f
Tie Tae
Dough
NT m-f L
It Could Be You
Hy L
Parties
No network
programing
m-f
No network
programing
m-f
No network
programing
Tennessee Ernie
Ford Show
P&G B&B
Stand Brands
Bates m-f
Hy L
No network
programing
m-f
Garry Moore
Lever Bros JWT
Frigidaire
Gen Motors
Kudner
NT L
Arthur Godfrey
sust
No network
programing
Afternoon
Film Festival
NBC's Matinee
Theatre
partle sponsors ,._
HT L NY
Color
partle
SLmonize
SSCB
Vai
(see mon)
Godfrey (cont'd)
Bristol Meyers
11-11:30
Y&R
strike It Risk
Colgate
m-f
(see mon)
Esty
Valiant Lady
General Mill*
w. f
DFS. K-R
Love ef Lite
Amer Home Pr
m-f (see mon)
Ted Bates
Seareh for Tom'w
P&G: Joyt
m-f (see mon)
Burnett
Guiding Light
P&G: Ivory, dust
m-f (see mon)
Compton
News
1-1:10
NT sust L&F
Stand Up &
Be Counted
NT L
sust
As the World
Turns
P&G: prell.
Ivory snow
m-f (see mon)
B&B
Our Miss Brooks
Hy F
sust
Art Llnkletter
T.evor- -nrr
m.w.f
noon
Stmoniz T-Lalrd
Hy L
Big Payoff
Colgate
m.w.f
<•<•« m«»'
Esty V. hr $6,000
NT L
Bob Crosby
Oerher
D'Arcy
Queen For A
Day
Hy parties L
4-4:45 pm
Modern Romances
Alberto Culver
Wade alt sust
Vi hr $2,700
NT L
Afternoon
Film Festival
3-5 pm
partle
General Mills
w.f
44Hy L
Knox-
Reeves
Brighter Day
PAG
m-f (see mon)
NT L T&R
The Seeret Storm
Am Home Prods:
m-f (see mon)
Ted Bates
Edge of
Night
P&G: tide, prell
m-f
(See Mon)
Benton & Bowles
Comedy Time
NY F
sust
No net
programing
Mickey Mouse
Club
m-f
co-op 5-5:15
Gen'l Mills
w-f
5:15-5:30
5:45-6
Knox Reeves,
Esty
Mattel
Carsoni- Roberts
SOS alt
MeC-E 6:30-5:45
Chi r
Per V* hr
$5,040 to $6,300
No octwork
programme
m-f
Ding Deng
School
(See Mon)
Var L
No n
progr
Bandstand
simul
NT m-f L
partic
Home
m-f 11-15?
Var L&F
Remote cut-ins
.o n
progr
Tte Tas
Dough
No n
progr
It Could Be You
m-f
Hy L
parties
No n
progr
No o
progr
No network
programing
m-f
No network
programing
m-f
Tennessee Ernie
Ford Show
P&G B&B
Minute Maid
Bates alt
Brown & Wmsn
Seeds
Hy L
Afte
Film
pa:
NBC's Matinee NY
Theatre
partlc sponsors
NT L
Color
Queen For A
Day
^ L Aft.
parties _..
4-4:45 Fll"»
3-5
pa
Modern Romances
Sterling Drug
DFS Vi hr $2,700
NT L
Comedy Time
Miekfv
NY F
CI
sust
co-op
Caninne
Burnett
5 If V3.
Kmrnl
V4 »
No net
Chi
programing
$5,040 1
>GRAMS
Daytime
NOVEMBER 1956
THURSDAY
FRIDAY
SATURDAY
elwork
•mini
-f
elwork
■mlng
f
elwork
■mlog
l-l
elwork
■mlng
•murk
imlDg
-f
Gary Mow?
lust
Tool
North
NY L
Arthur Gedtrev
Y&.R
L
Amer Home
l'rod
Ted Bite*
(ice moo)
Godfrey (cont'd)
Kellocg
Burnett TATta
Ptllibury Mills
Burnett
40\ar L
nmul '/* hr $3995
Strike It Rlib
Colgne
m-f (eee moo)
Erty
Valiant Lady
Tool Co
NY L
North
Love of
Lite
Amer Hume Pt
m-f dee
moo)
Tt-<1 B.Us
Bearer, tor
Ti,m »
P*Q:
oyt
m-f He*
moo)
BoTMH
Guiding LlgM
PAO: Irory. duit
m-f dee moo)
Com o tea
Newt
1-1:10
NY lust LAF
Stand Up 4
Be Counted
NY L
■usl
As The Woild
Turni
sust
NY L
Pro Football
11/22 only
12n-concl
Oen Tire D'Arcy
Our Miss Brook*
11 y F
sust
Art Llnkletter
l Ig: ell pr
MHy L
Burnett tu.th
fill. hurt Mllli
Burnett
"4 hr $4,000
Big Payoff
NT m-f L
■ <<• tu.tb
-neon
Festival
F
Rr.h fr fitly
Tnnl Co
Nnrth
J'.'O Comptow
h
Brlfhtrr Day
PAO
m f I see moo)
YAR
Oetlv
pm
• t Stern
■ f
t..i Bates
Edoeef
Night
m f
Hie"-" A Bawl**
Din Deng Siheel
Mile* Labi
G. Wade
Var L
% hr S16O0
No network
programing
m-f
Bandstand
tlmul
Ily m-f L
parties
Heme
m-f 11-1°
Var LAF
Remote cut-lni
Macy Thanks-
giving Day
Parade
Grey
U Co.
Moselle A Elsen
1 1 22 only
NY L
No oewwork
programing
m-f
Tie Tae
Dough
lust
NY m-f L
It Could Be You
Hy L
parties
No network
programing
m-f
No network
programing
m-f
H 22 onlv
NCAA Football
Garni •
1:45 pm Eastern
4:15 pm '■
Bristol-Myers
Y&R
D. s Rubber
F. D. Richards
am
Perrin-Paus
No network
prngrauiinti
m-f
No network
programing
m-f
Tennessee Ernie
Ford Show No network
m-f programing
PAO B&B m-f
Miles G. Wade
NBC's Matinee
Theatre
nsrtle sponiort
Garry Moore
Swift
Me-E
Lerer Broe JWT
CBS-Hytroo
BAN altwks
sust
Oen Mills BBDO
L
Garry Meeri
(oont'dl
Yardley of Lodn
Ayw
Staley
R&R altwks
■OS MC-E
strike It Rick
Colgate
m-f
dee moo)
tit J
Valiant Lady
General Willi
w. f
HF8. K-R
Leva ef Life
*mir Home Pt
'm f '••* mon)
Ted Bate*
8eareh for
PAO:
m-f '«ee
Burnett
Tom'w
oyt
moo'
Guiding Light
PAO: Ivory, dult
m-f fiee moo)
Comatea
NY
News
1-1:10
sust LAP
Afternoon '
Stand Up &
Be Counted
ny :
lust
As the World
Turns
PAO: prell.
trory mow
- ' dee moo)
B&B
Our Miss Brooks
lly F
■ust
"Art Llnkletter
Lever: surf
BBDO m.w.f
Pwlft
Me-E
«4Hy L
Hhr 1400*
Bit Payoff
Colgate
m.w.f
(lee mon)
! - $6,000
L Film Festival Rob Cr*«b»
NY F RO HtC-F
nit
p « i r t_ Mtc
.i-neral Mill.
Pwlft n
"i-neral Mill
T
Knor- n-Af K hr
Knot- 1:
Queen For A
ny
Day
parties
4-4:45
Afternoon
Film Festival
I 5 pm
Brighter Day
PAD
m-f (see mon)
YAR
The 9eent Stern
Am Boat Prodi
m-f '■-
Blew
Edge of
Night
PAO IMP prell
m f
B&B
Dlag Dong Sena*
(See Moo)
Bandstand
slmul
NY m-f L
partlc
Hone
m-f 11-1*
Var LAF
liee moo A tul
Remote cut-Ins
Tie Tai
Dough
NY m-f
lust
It Could Be You
Hy L
Brown A
Williamson
Seeds
No network
programing
m f
No network
programing
m-f
Tennessee Ernie
Ford Show
PAO B&B
TtrowTi A Wmsn
Seeds
alt
Stand BraciJi
Batee
NBC. Matinee
Theatre
"a-tla ipofimr*
»T. L
Color
Queen For A
D»v
17t narM*| L
4 4:45
■ — ineM
f "no
No network
programing
No network
programing
No Network
Programing
Coot Ko
\j Iota
J M Mathes
9:45-10
Ideal Tot
Grey
10-10:15
Brown Shoo
Burnett
10:15-10:30
NY L
Mighty Mouse
Playhouse
General Foods
Y&R
alt
lOblfate Bates
$20,000
Wlnkly Dink
and You
NY sust L
Talee at
Texas Rangers)
Genera) Mills
r •»•>■■-
Laird $18,000
alt
Sweets Co.
Moselle & Elsen
TooUli B ..-
Hy r
■"-• nit Th
atejtsiwiaj ri.lrv
Prnila-
'-• rr.am. leal
•-•• <«alrv prodi
tftPhlla T.
Aver
$16,000
No network
programing
Leal Raeeer
General aim.-
wheat)**, klr
Hy F
alt
-
B Houston
DFS $18,000
No network
programing
Football
Scoreboard
No network 2-5 pm
programing sust
Var L.
Football
Scoreboard
(Cont'd)
No network
programing
No network
programing
Football
Scoreboard
Howdy Deed.
Continental I
Bklng
late* alt sen)
NY ta«, 000 j
I Married I
Joaa
NY *
suit
Font
General Fds
NY 1
B&B
y ,
Uncle Jertnwy
Co*** Shew
Swift Me-E
alt sust H *"•
rtit i
Cowboy
Theatre
■ust
NY
Football Preview
1-1:15 anoratl
»•*
Christiansen
"Var T,
NT A A Fewrbair
YAR
V S
F D Richards
eSSTknooa
Perrln Paus
BBDO)
$1", asllllsw
for all
Var
Other datei I
Ret- ■
Football
(cont'd)
Football
(oonfd)
I >.lt»ll
(mnt'd)
r
or'iraislr.l
^ Comedy Time
• lilt
M
. • ilng
Mltaev Mmne
riuh
I
J rv*ao
• It wki «|th
- Halt
NIAR
Mill.
■
K n*rr R **»es
& I
t
040 t* ie.soo
No network
programing
c»men\ Time
NT mil F
V. r-r
pmfrarnlnf
No nelw.irl
prngramtag
Ni Bjejgaswrl
programing
Football
Scnrebenrd
Mr at )At'
•■ .10 appreaJI
N Y SUlt ■
Mr Wlraro I
•ml
*1|
te*«" •.
to* in
ft)
BIB ft
li«li iiti
ton tin
Swift ),.;
[art
• •
■
IN AUTOMOTIVE SALES ©
"*?A'-:^**
rif
Things arc moving faster than ever in the nation's Capital.
Washingtonians are riding high, wide and handsome . . .
accounting for the greatest automotive sales volume in
Capital histoi \ .
In just five years, Washington automotive dealers' annual
sales have risen $85 million— an increase greatei than the
total sales of Salt Lake Cilv or Richmond loi all ol last
year. Washington's total automotive sales for 1955 reached
a staggering $420,335,000 !
And more and mote advertisers who want to go places in
this growing metropolitan ana are riding with the besl
selling vehicles-WRC and WRC-TV, Washington's
Leadership stations. Billings for the Inst hall ol tins yeai
against those for the same period in 1954 show thai auto-
motive advertisers have more than doubled theii invest-
ment on these stations in just two years!
You'll be tiding in high st\le. too. when you go with the
biggesi guns in Washington's selling boom . . .
ANDff My JL V... sold by
NBC LEADERSHIP STATIONS IN \\ AS H I i\ OTO N , D. C
id
I
ELVIS . . .
i Continued jrom page 96
thai in LO years time the greater em-
phasis in youth advertising will no
longer be aimed at the 5 to 9 age
up, but that teenage media will
receive at leasl twice as main adver-
tising dollars as it is presently receiving.
Between the ages of 13 and 19, the
minimum average buying power per
child per week was computed to be
S12.71 in I'M') when the Gilbert Youth
Research Organization conducted a
survey for NBC Radio. This year
1 1956 1 Gilbert estimates the annual
teenage buying market of between "■''
and $10 billion.
Also included in the NBC report was
a projection of statistics that showed
urban teenagers alone consumed an-
nually about 7.5 billion glasses of milk.
3 billion servings of ice cream, and
more than 2.5 billion glasses of soft
drink-. \niong the girls, there is an
abrupt increase in use of hand lotions,
cold cream, rouge and eyebrow pencil
at about IT. Shampoo and lipstick in-
crease gradually over the entire span
of the teens, although lipstick is used
h\ ;;."■', of the 13-15-year-old girls
and l'\ '>.'. of the Id through 19 age
mp.
Although the growth of television
has undoubtedly altered some of the
listening habits uncovered in tliis Gil-
bert survey, it still stand- as a solid
investigation into teenage character-
istics. A significant fact is that 51',
of teenagers are not home on weekdays
between 3 p.m. and midnight, although
6% of this away-from-home group lis-
ten to radio at a friend's house or in
an automobile.
In this same period, the average
percent of teeners listening to radio
Avas shown to be 27% . with the listen-
ing curve building from 17r^ at 3 p.m.
to 38% at 10, dropping to 20', after
11:30. At home or away, more girls
listen on weekdays than boys (29%
girls, 25' , boys).
On Saturdays, the Gilbert study
-bowed fewer teenagers available at
home than on weekdays, especially in
the evening, but the listening average
(30' , I at home is about the same as
on weekda\s with an increase of away-
from-home listening. Saturday also
finds listening running through mid-
night. Once again, it is the girls who
spend more time with radio.
Highest teenage listening a\ erage of
week !.''(>', i i- reached on Sundays.
Listening in cars or at friends' homes
increases to 11%. A steadx audience
i- maintained through the afternoon
and evening with girls still leading the
boys 37' ; to 31' i .
Significant to the advertiser were
these additional findings based on the
Gilbert study: (1) with favorite pro-
grams, sponsor identification is strong
,: ii long both girls and boys; (2) Most
young people prefer one or two brands
in many product categories to the ex-
tent that these brands almost dominate
the market: (3) because of intense
loyalty of teeners for their favorite
urograms, even a show with a relative-
l\ low rating may do a very good
sales job.
The loyalty of youth toward brand
names was pointed up recently when
Dr. Lester Guest, of Pennsylvania State
University, conducted a check on nearh
five hundred individuals who, back in
1940 as seven-to-18 year-olds, had
given their brand preferences for cof-
fee, soap, toothpaste, bread, chewing
gum and cereal. These grown men
and women were now asked the same
Questions, and more than a third stuck
"2>a^e// sue, d&a/i, jv4t uduj,
4£^edea& a leadUixj, market?
rr
Whether you've lived in America,
Canada or most any country overseas,
chances are you've depended on To-
ledo, home of the Toledo Scale Com-
pany. And in addition to the world-
famous scale manufacturing, Toledo is
listed among the leaders in 11 of the 19
industrial classifications!
Along with Toledo, only WSPD-TV
gives you maximum 316,000 watt
power for complete saturation of North-
western Ohio's 23 county billion dollar
market! Call Katz!
STOKER STATION
WSPD -TV
L E D O
OHIO
lui,
sroNsoii
I .) o( i (ir.i i; I 'i">( i
WHEN YOU BUY ATLANTA...BUY
AND GET A BIGGER SLICE OF
Most national advertisers consider Atlanta a "must" market.
The question is how best to cover the market. The answer is:
compared with the other two stations in Atlanta, WAGA-TV
reaches 17 to 22$ more people with 14 to 16% more spend-
able income. Why? Taller tower, maximum power, top local
and CBS-TV programing. Proof: consistent top ratings by both
Pulse and ARB. Get the facts from our reps.
TOP DOG lk IN THE NATION'S 21st MARKET
jtwaga-tv
CBS-TV in Atlanta
Represented Nationally by
THE KATZ AGENCY, Inc.
STOKER BROADCASTING COMPANY SALES OFFICES
NEW YORK— 118 E. 57th St.— TOM MARKER, Vice President ond National Sales Director • BOB WOOD, National Sales Manager
CHICAGO-230 N.Michigan Ave. • SAN FRANCISCO-1 1 1 Sutter St.
SPONSOR
15 OCTOBER 1956
107
i" their childhood choices. Those who
were eight in the original survey
proved just as loyal to their brands as
did those who were 18. Dr. Guest's
conclusion is that a high percentage
of people make up their minds early
in life about advertised products.
Vko significant is the fact that it is
this generation that is largely respon-
sible for what records make the top 10
or top 20. In an article titled, "Does
radio play the wrong music?" (SPON-
SOR, 27 June 1055 i. a spokesman for
The Market Research Corp. of America
said, "Probably half or more of all
disks are bought by teenagers and
young married and single adults."
It is this generation that has adopted
rock-'n'-roll as their own peculiar
standard of independence and non-
conformity. They have chosen their
own idol, created an image graven
with a sulky pout and a D.A. haircut.
Without the acceptance of this group,
Presley might still be driving a truck
in Memphis for $35 a week.
"Rock-'n'-roll is a big part of our
show because the kids want it," says
£*Z^ \wmm/&m with that
LOUISVILLE'S
WAVE-TV
CHANNEL J
FIRST IN KENTUCKY
Affiliated with NBC
|ni«:| spot sm.es
Excluiivc National Hcprrtcntalivet
KENTUCKY FLAIR!
Never mind the girls — the important view is
this "bottom" of Kentucky Lake — the uorld's
largest man-made lake, and Kentucky*s newest,
most glamorous playground!
In a State that's known for showmanship, Ken-
tuckians look to WAVE-TV for the best in
television showmanship. Here's the proof:
PROGRAMMING: Two 1956 Surveys* show thai
WAVE-TV gets audience pit fen >n < .'
COVERAGE: WAVE-TV has 66 < , greater coverage
than the second Louisville station be-
cause of its low Channel 3, full power
and greater tower height (91 i' above
sea level) ! 2,437,000 people are served
by WAVE-TV in 70 mid-Kentucky
and Southern Indiana counties!
EXPERIENCE: WAVE-TV was first on the air in
Kentucky, in 19 18. Its experienced
(lews have the- know-how to help your
programs and your commercials sell!
Let NBC Spot Sales gi\c- you all the Luis'
•Metropolitan ARB, March, 1956
*ARB Louisville, Feb., 1956
Mort Fleischman, personal producer
for Johnny Andrews who is singing-
host for NBC Radio's National Radio
Fan Club. This Friday night network
show originating at NBC's New York
flagship, WRCA, under the aegis of
Parker Gibbs (who also produces
Handstand) is specificallv slanted for
the teenage set. It is carried bv about
160 stations and reaches between 4
and 5 million listeners. It has 70,000
active members in its fan club and
draws about 1,300 letters a week. The
tunes played on this show are voted on
by kids across the country ( and some
adults, too). Says Fleischman, "90%
of this voting is for Elvis Presley."
At WINS, New York, where Allen
Freed works the turntables Monday
through Saturday nights with his Rock-
'n'-Roll Party, a recent check on a
single time segment showed the audi-
ence composition to be 56% children
and 44% adults.
Is r-'n'-r being forced on adult lis-
teners to a d.j. show? Are these adults
"captives?" In this day of multiple-
set homes, it isn't likely. Yet the ques-
tion of whether radio plays the wrong
music was raised by SPONSOR in the
previously mentioned article of 27
June 1955. A 1955 survey by Ohio
State University showed that as women
get older they tend to like hot music
less and less, also that as their buying
power increases (which it usually does
with age) the greater their resistance
to the brand of music Presley repre-
sents. Once they pass 19, their taste
veers to the sweet and "schmaltzy"
{viz. Lawrence Welk, Liberace).
Many stations program d.j. shows
appealing to different tastes- — classical,
pop, western, progressive, etc. WNEW,
New York, takes the position that its
d.j.'s know what type records are best
for the show and has long maintained
a "hands off" policy in record selec-
tions.
WOR, New York, plays no r-'n'-r,
relying on its "hi-fi" Studio A to at-
tract a "carpet slipper" audience of
adults. From various stations around
the country come reports from d.j.'s
that r-"n'-r may be on the way out.
But it's not out yet, and until it is,
Elvis will remain one \\a\ to the teen-
ager's hearl and pockethook.
As a force of the moment, he can-
not be passed off lightly as he was by
the agcne\ man who, on being a-ked.
"But can Elvis sell soap?" replied:
"Thai's what he ought to do— quit
singing and go sell soap! * * *
L08
SPONSOR
15 OCTOBER 1956
The Atlanta market . . . 1,000,000 people by 1961
Stake out your claim now
You have heard it said that the South is America's last
economic frontier. A region where great new consumer
franchises can be built.
This is true. But as ever happens, late-comers seek-
ing the promised land more often find that the frontier
has vanished. Others are solidly entrenched at lesser
cost and greater profit.
Already this picture takes shape in Atlanta. Popula-
tion of the Metropolitan Area is now reliably put at
869.014. In less than five years it will surpass a million
In 1961 what will be your competitive position in
Atlanta? What is it now?
WSB Radio and WSB-TV invite you to share the
rewards of this great and growing market's present and
future. Put in your ground-floor claim on the South's
largest radio and television audiences today.
WSB and WSB-TV are affiliates of The Atlanta Journal and Consti-
tution. NBC affiliate. Representatives are Edw. Petry A Co.
"White Columns" is the home of WSB Radio and WSB-TV in Atlanta
SPONSOR • 15 OCTOBER 1956
109
HELENE CURTIS
i Continued from pagi
panies — Jules Montenier Inc., Chicago,
which made ^t.>pette deodorants, and
King's Men Ltd., Los Angeles, manu-
facturer of 31 different products for
men. Three Montenier items, Stopette
spraj deodorant, Stopette For Men and
Stopette stick deodorant, and 31 King's
Men toiletries now complement the
line. \t press time, Curtis was com-
pleting negotiations to buj Lentheric
pei fumes and toiletries.
Its line leader is Suave hair dress-
in-. th«- fn in"s Brsl consumer product.
It went on the market in L947, when
the company established its Toiletries
I > i \ i ~ "n > 1 1 . Since then. Curtis has in-
troduced its cream shampoo, Lanolin
shampoo. Shampoo Plus Egg, Lanolin
l)isco\cr\ la sprav hairdressing I .
Spray Net I hair fixative), a cream
rinse and Lanolin lotion shampoo.
I 1 1 i — year, new product entries ex-
panded the line even further: Purse
Spray, a bottle for the Spray Net hair
fixative which is small enough to be
ranied in a woman's purse, and En-
den, a dandruff treatment shampoo be-
lieved to he the fn-l id it- kind sold.
These 10 major product divisions
share the available commercial time
on the two network shows. Curtis
instead of selling them as a line, pro-
motes our product at a time.
"Each product is sold on its own,
and stands on its own record. To a
certain degree, some ol our products
even compete with each other."
This intra-mural competition re-
quires some prettv fancy juggling in
balancing products with time slots.
The 10 products are rotated anions;
the commercial periods weekly, with
the advertising weight given to differ-
ent products at different times and in
different seasons.
2. Multiple advertising agencies.
There's juggling internally as well as
externally, among the company's three
advertising agencies. All the agencies
are in Chicago, and within a 40-niin-
ute cab ride from the Curtis head-
quarters plant on the city's West side.
The company coordinating team
which directs all advertising is headed
bv Ceorge M. Factor, a vice president
and director of Helene Curtis Indus-
tries who is general manager of the
Toiletries and the International Divi-
sions, both of which he originated and
developed. He is assisted by Lipson.
advertising manager since 1950. Pro-
motion of all advertising is handled
by Alfred Kovnat, sales promotion
manager of the Toiletries Di\ision.
Working direct!) with President
\\ illard Gidwitz, Factor and Lipson co-
ordinate plant activities and objectives
with the advertising agencies.
Earle Ludgin agency services Spray
Net, S|na\ Net for Children and Stop-
ette. Gordon Best handles five of the
Curtis products .Suave hair dressing.
Suave for Men, Shampoo Plus Egg,
Lanolin shampoo and the cream rinse.
The third agency, Weiss & Geller. di-
rects advertising for Lanolin Discov-
ery hair conditioner, the Kings Men
line and the new Enden dandruff
treatment shampoo.
3. Consumer education. There's
never a slack-off in consumer educa-
tion, says Kovnat, sales promotion
manager. A promotion-merchandising
program hammers home to consumers
and dealers the cop\ points stressed in
all advertising.
Network tv has helped push Helene
Curtis to one of the four top positions
in the toiletries field, among such big-
timers as 1 oni. Procter & Gamble and
TV in Fresno --
the big inland California market-- means
KMJTV
Best local programs Basic NBC-TV affiliate
Paul H. Roymer Co.
National Representative
I Kl
SPONSOR • 15 OCTOHKR 1956
channel 12
CALL HEADLEY-REED, REP.
WINSTON-SALEM
• If j r WINSTON-SALEM
IJlH TOT GREENSBORO
HIGH POINT
AFFILIATE
SPONSOR • 15 OCTOBER l'Xi(>
111
POWER
J ^LUMBER
>>^ -AGRICULTURE^
J XT — ■ — IE3T
^•ETr
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50^ WATIS-I280KC
EUGENE. OREGON
WANT MOR£ FACTS P
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MAXIMUM:
; POWER x
Coverage that Sells in
the Four States Area
Over EO Hours per Month
Sponsored Network Programs
Q^ D ,JNTHCORNECnfl\ D £
KCMC-TV
Channel
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louimo rot
NIIWOtK COIOI
TEXARKANA
TEXAS - ARKANSAS
Represented 6/
Venard. Rmlovil and McConnell. Inc.
Lever Bros. Educational information
about the Curtis products, through the
demonstrations, is helping to sell the
Curtis concept and then the products.
Those concepts get a bit confusing
at times. How many women really
know what a hair conditioner does?
hat a hair fixative is? And even
if they know what it is. how do they
become convinced they need it? They
won't dispute their need for a sham-
poo. But what convinces them they
should have a product which t -
care of split hair ends? For that mat-
ter, how many women know a split end
when they see one?
Only -iO^c of all women use a hair
dressing, yet it's a strong probability
that as few as lO^c might be using one
if Curtis hadn't long ago used inform-
ative copy in its television advertising.
But information is no better than
mis-information if it isn't communi-
cated. That's why Helene Curtis sets
a high requirement of demonstration
via tv — and of imaginative demonstra-
tion. Showmanship and imagination
and drama capture the viewer's atten-
tion, and the information she gets cap-
tures her motivation to buy.
Here are some examples:
The client wanted to convey an im-
pression of high fashion, romance and
glamor with its Spray Net commer-
cials, and to get maximum attention
value from its films. Earle Ludgin
agencj "s creative department wrote a
"Holiday in Europe" series of com-
mercials which were "enthusiastically"
approved at Curtis. Then the agency
sent technicians, shooting crews and
models to Europe for location shots in
London. Paris and Rome. Expensive.
but ""the trade was impressed, women
enjoyed the commercials and — most
of all — we feel they sold Spray Net."
- Lipson.
Steve Allen, handling a Suave com-
mercial live, pointed up the water-
soluble, non-greasv character of the
product. Comparing it with competi-
tive brands on the market, he put a
ft w drops of Sua\e into a [ ss
water. The Suave dissolved, but the
water remained clear. Then he put a
few drops of the competitive product
into a second glass, and demonstrated
that the other product didn't dissolve
ise it was gn -
Another time. Allen showed how
.. Net "is the one fixative which
-n't make a woman's hair sticky or
\." He sprayed Spraj Net and
four other fixatives on a sheet of plate
ss, let them dry and then sprinkled
powder on each of the sprayed sec-
tions. Tipping the sheet on end. he
showed that the powder slid off the
Spray Net section — but a blob of pow-
der remained for each of the other
four.
Lipson. characterizing Curtis com-
mercials, sax s "We're always selling.
\^ e trv to bring out specifics, and to
l~.it on our product superioritv and the
product benefit for the viewer. Even
though hair fixatives have been very
heavy sellers for the past two years,
they are relatively new and need to be
explained. This is true for women's
hair dressings, yet they've been mar-
keted for almost a decade!"
4. Client requirements. The biggest
hurdle Helene Curtis executives have
to surmount is of their own making:
they have a set of rugged requirements
for television, and for their usage of it.
Once thev have the selling vehicle, they
set out to guarantee to themselves that
it will sell.
These are some of these built-in
guarantees, as described by Lipson.
• Simplicity. "Viewrs are easirj ton-
fused because of the hundreds of
claims made daily by advertising, and
because of the complexity of some
concepts. \^ e keep our announcements
simple but interesting, telling the story
as quickly and as emphatiealb as we
can."
• Entertainment. "We want content
which is interesting, and we want to
attract attention: but we don't want
to entertain viewers to the extent that
thev love our commercial but can't re-
member what we are trying to tell
i and sell ■ them. That's how to gel
high product identification.
• Film. "Most of our commercials
are filmed. Film enables us to get ef-
fects which would be too riskv to at-
tempt live. Film lets us have more
leeway in supers and visual de\
and in the use of unusual sets. VA e like
the realitv and the sincerity of live
commercials, however, and we use our
tv personalities whenever possible."
\- of presstime, it was planned for
Bolger. in the new If ashington Square
series, to handle many of the commer-
Tlt£ Cotttui£nJaJ
Dtoide Static*
TV4
L12
- K • 1 5 OCTOBER 1956
m. iBajaa ©£? o^to®
ooo
in sales results is yours in the Prosperous Piedmont section
of North Carolina and Virginia with WFMY-TV. Blaze away
to glory . . . and increased profits too ... by calling your H-R-P
man today for full information on this top TV market of the
nation, completely covered only by WFMY-TV.
Owptl H
Pinehurjt
Vogg
Sonford
Danv,U«, Vo.
WFMY-TV . . . Pied Piper of the Piedmont
"First with LIVE TV in the Carolina*"
50 Prosperous Counties • 2 Million Population
$2.5 Billion Market • $1.9 Billion Retail Sales
tufmy-tv
ta/i/m
GREENSBORO, N. C.
Repretenfed by
Harrington, Righter & Parsons, Inc.
New York — Chicogo — San Francisco — ■ Atlanta
Basic
Since 1949
SPONSOR • L5 OCTOBER 1956
13
cials. Helene Curtis likes integrated
commercials, with a smooth transition
from commercial to entertainment.
• Variety. There are new commercial
production deadlines ever) day, be-
cause tin- client insists on fresh ap-
proaches. Film commercials ma) be
used infrequently, and tlie live an-
nouncements, of course, are largely
one-time shots although the most
effective ones are repeated.
How main different film commer-
cials lias Curtis produced in the past
four vears? Lipson guesses .11).
"We like to keep up with what's
happening, and in the beaut) business
things change ever) hour. We're con-
tinually changing product use themes
and demonstration techniques. Another
big reason for frequent switching: the
seasonal elements in the sale of main
ol our products."
In 1()4(». a scant decade ago. Helene
Curtis Industrie-- was spending $20,000
annualK for its combined advertising
efforts. At that time, it was 19 vears
old and had long been established as
a manufacturer supplying beaut) and
hair aids exclusively to beauty shops.
Today, the Beauty Division is just
one leg in a three-wa\ operation which
includes International and Toiletries
Toiletries, which makes all of the con-
sumer products, was started in 1947.
That's when the first major consumer
advertising was scheduled.
The period since 1951 marks the
era of Curtis' greatest growth, and
network tv made its debut in 1952.
In the past five years, the Helene
Curtis growth pattern looks like this:
Sales Ad Budget
(in millions)
1951 .. $10,633 $ 1.382
1952 14,988 2,686
1953 18,801 3.612
1954 . 25,131 6,247
1955 29,700 7.! '.71
1956 (estimated) 34,000 9.000
President Willard Gidwitz two years
ago was quoted as saying:
"Drug and toiletry companies, as a
group, spend an average of about
21% of their advertising appropria-
tions in television. We would gladl)
spend one-third of our budget, if we
could get the right time." He also
added, "To achieve visual impact, to
promote remembrance of our prod-
ucts, and to point out differences be-
tween them, television is more power-
ful than print."'
Because of that power, network tele-
vision, alone, todav gets more than
half of the Helene Curtis budget — only
two years later.
"All advertising, to be meaningful,
has to be backed up by careful mer-
chandising." \nd. Lipson adds, we've
found that advertising increases our
sales, and we intend to keep increasing
both advertising and sales.
"Television's share of our total hud-
get has been increasing e\er\ \ear. We
hope some day to be able to spend
$100 million a year on advertising, be-
cause it will mean our sales will he
mam times that!" * * *
use this one -two punch
to ring up extra sales
IIA 1 WAFB-TV has overwhelming viewer preference in
llU- X Louisiana's State Capital. According to latest Tele-
pulse, WAFB-TV has a leadership of nearly five to one,
is first in 347 quarter hours to 78 for station B.
Nfl 9 Wlthin ljst fcw months, WAFB-TV has won, (a) first
llw»fc place in nation-wide "Lucy Show" contest with a
double award for a special merchandising job, (b)
first place in national Screen Gems, Inc. contest on
program promotion, (c) one of first four places in
"Frank Leahy and His Football Forecasts" promotion,
(d) WAFB-TV's only entry was second place winner
in 1956 Billboard Promotion contest for "network
programs."
WAFB-TY
200,000 watts CBS-ABC
affiliated with WAFB-AM
Call . . . Write . . . or . . . Wire
National Representative — Young Television Corp.
South & Southwest — Clarke Brown Co.
First in TV in Baton Rouge
ii i
SPONSOR
1.1 OCTOHKK 1 '>.")()
Ponder this!
i
i
i
i
i
i
■
i
I
Radio Memphis
WMP
as:
466.67% more audience*
57.73% more audience*
202.97% more audience*
955.17% more audience*
466.67% more audience*
646.34% more audience*
232.61% more audience*
98.70% more audience*
than
than
than
than
than
than
than
than
Station A
Station B
Station C
Station D
Station E
Station F
Station G
Station H
9
Source: Aug.-Sept., 1956, Hooper Radio Index.
Total rated time periods.
Just released:
August, 1956, 68-county
Pulse Survey shows
WMPS FIRST!
Keep your other eye on these
Plough, Inc. Stations:
Radio Baltimore Radio Boston Radio Chicago
WCAO
WCOP
WJJD
REPRESENTED NATIONALLY BY RADIO-TV REPRESENTATIVES, INC.
SPONSOR • 15 OCTOBER 1956
115
FEATURE FILMS
l Continued from page 29)
• \\ eak s\ ndicated product may suf-
fer from feature film competition. How-
ever, good half-hour syndicated shows
will continue to offer the advantage of
continuous merchandising vehicles, as
well as being easier to schedule in
choice time. The sponsor of a syndi-
cated film show can often clear in
prime evening viewing linn- because
of the show's track record. It's far
more difficult for the station to clear
90 minutes.
Here, in question and answer form,
are other feature film developments
that emerge from sponsor's survev:
1. Can clients buy feature film
sponsorship or participations in bulk
and with guaranteed clearances?
\ll the distributors of major Holly-
wood features help national spot clients
in setting up multimarket deals, but
the methods ol selling the features vary
from distributor to distributor.
The NTA tv network has 108 affili-
ates to date. This means essentially
that 111.") stations I network affiliates as
well as indies) are now programing a
An $899,481,000
Buying Power Market!
y
MORE AUDIENCE
than any other TV station in the
rich heart off Louisiana
FROM 5:00 P. M. to SIGN OFF
(Monday thru Friday)
WBRZ rated highest in 125 quarter hours out
of 149.
FROM 12 NOON to 3:30 P. M.
(Monday ihru Friday)
WBRZ rating Tops AH Others Combined!
- from a study by American Research Bureau,
Inc., encompassing 31 counties and parishes
in Louisiana and Mississippi.
WBRZ 2
BATON ROUGE, LOUISIANA
Power: 100,000 watts Tower: 1001 fi.
NBC-ABC
Represented by Hollingbery
minimum of one feature out of NTA's
52 20th Century or 40 Selznick films
weekly.
''Our affiliates are signed up to clear
time for the programing that NTA
supplies and then NTA, like am net-
work, sells the time." says Oliver A.
Unger, NTA executive v. p. "But it's
not a 'must-buy' network. A client can
1 • u \ as main or as few of our stations
as he choses."
I his "network" does not imply that
the feature will he played at the same
time in each market. However, it does
give the client a chance to make a hulk
!ui\ at a discounted rate through one
source.
The MGM-TV network currently
comprises 17 exclusive MGM affiliates
who've bought the 725 feature MGM
library. Through a stock-trade deal in
Denver and Los Angeles, MGM-TV is
already part-owner of two stations,
hopes to work out full or part owner-
ship of five vhf's and two uhf stations.
Says Charles "Bud" Barry, v. p. in
charge of MGM-TV and former NBC
TV programing v. p. : "We have two
approaches to selling national adver-
tisers— full sponsorship of features like
Colgate's contract in Los Angeles, or
part-sponsorship in main markets.
When we place a client in. many mar-
kets with our properties, we'll consider
it a network sale and we'll have to work
out a rate structure. But we'll eventual-
ly be able to clear nationally far better
than the client or agency could on their
own. '
The following distributors of major
I lolly wood features do not set up sta-
tions who buy their libraries as net-
works. However, they often help clients
clear time in desirable markets;
ARC Film Syndication has Id British
features, 15 from the original j. Arthur
Rank package. These features are now
being shown in about 70 markets.
"People worried about the reactions
of the \niei iean mass market to British
features," says ABC's Don Carney.
"But ratings have proved thai British
features pull tremendous audiences
On WCBS-TV's Late Show, one of our
features got the second-highest rating
the station ever gol in thai >loi an
8.0 Pulse, with ■10' . -Ii.ne-of-audi-
ence.
Ratings from other market- bear out
the popularity of British Features. ( m
5 May, one of the Rank features on
WRC-TV, Washington, pulled a 21.9
Mil', between 10:30 p.m. and 12:15
116
SPONSOR • 15 OCTOBER 1056
The Midwest Market Station
of St. Joseph, Missouri
KFEO
Kenyon Brown, President; Glenn Griswold, General Manager
Announces the Appointment of
SIMMONS ASSOCIATES, Inc.
NEW YORK
270 PARK AVENUE
MURRAY HILL 8-2821
DAVID N. SIMMONS
CHICAGO
333 NORTH MICHIGAN AVE.
DEARBORN 2-2375
GALE BLOCKI, JR.
As National Sales Representatives
October 1, 1956
SPONSOR • 15 OCTOBER 1956
117
a.m., with 58.79? share-of-audience.
Associated Artists Productions has
sold it- 754 Warner l!io~. features to
some 60 o i more stations. \\V sales-
men call on stations, national, regional
ami [oca] advertisers, agencies.
"Our salesmen give station reps tips
on what agenc) buyers to call on, sup-
pi) stations and rep with potential
< lients as a result of their own calls.'"
-as- Keiineili Hyman, \ W executive
\.p. Since these salesmen visit both
stations, agencies and clients in each
market the) can relate availabilities
to clients, and explain client needs to
station-.
C&C Television contacts stations
onl\ for its 742 RKO features. To date
close to (id stations have the C&C pack-
age on the barter deal worked out by
Math Fox. president of C&C: The
stations get the RK.0 feature- without
paying mone) for them, but they give
C&C lit time slots weekly for announce-
ments i not necessaril) in the feature
time i. for a five-year period. The sta-
tions, in turn, have the right to sell
announcement- in the features for 10
years. The announcements turned over
to C&C have been pre-sold b\ C&C to
Inlet national Latex. In other word-,
local, regional or national advertisers
can certainly buy into the RKO fea-
tures, hut through the stations, not
r
AXIMUM POWER
WIBW-TV is now operating on the top
limits of power allowed by the FCC — a
smashing 316,000 watts.
MAXIMUM HEIGHT
Already WIBW-TV's antenna is at its
limit of height — 1010 feet above the
rolling Kansas prairie.
MAXIMUM COVERAGE
WIBW-TV absolutely dominates 20 Kansas counties. We lay down
a clear picture far beyond Kansas Citv and St. loseoh, Mo., into a
total of 567,032 TV homes. Check the new A.R.B. for the Topek-
AREA. See the across-the-board preference for WIBW-TV.
TOPEKA, KANSAS
Ben Ludy, Gen. Mgr.
W/8W & WIBW-TV in Topcha
KCKN in Kansas City
Rep. Capper Publications, Inc.
CBS ABC
The Kansas View Rami
through CX('. whose slots are presold.
Hollyu ood I decision Service, head-
ed bv Karl Collins, distributes about
TOO pre- 1 'MM Republic pictures in de-
nominations of either L3 or the entire
package. "Were the oldest major in
tv. points out Eastern sales manager
Richard ^ ate-.
Hygo-l nity, headed bv Jerrv Hvams,
distributed a total of 422 features.
I hese include Charlie Chans. Westerns,
Zane Grey features, as well as 22 Co-
lumbia and I niversal features released
between 1941 and 1955. The 22 "top-
pers" are sold in individual package,
have been bought in 78 markets, in-
cluding WRCA-TV, New York.
RKO-Tl has retained limited rights
to 150 top RKO features, which will
eventuallv join the C&C package. At
present the top 52 of these features are
being sold in a package called RKO's
Finest Fifty-two. but for one run only
and to national advertisers for use on
network or on a national spot basis
with exposure in 60 to 100 markets
at least.
"So far the networks have been
unanimousl) reluctant to clear 90 min-
utes of prime time."" savs RKO-TV
sales manager. Bill Finkeldev. "But
Colgate's in features and P&G and the
food giants are investigating features
even now. When they start having the
inevitable success on a local level,
they'll begin to pressure the networks
for clearances in prime time."
Screen (terns sells its 104 Columbia
features in the same wav it sells its syn-
dicated films, bv approaching clients
and agencies as well as stations. The
salesmen here again help clients who
buy features direct to clear them on
stations. It's onl) since Screen Gems
acquired the Columbia backlog, that
Screen Gems salesmen made concerted
efforts to -ell clients as well.
"The pattern in feature buying is
different from the pattern with svndi-
cated film," says Ralph Cohn, presi-
dent o! Screen < Jems. "I hn sv ndicatcd
films sell about Oil', to stations, 40%
to advertisers, with client- tending to
bin first runs, stations the reruns.
Ike Cwttotentol
Ounde Station
TV4
L18
SPONSOR • 15 OCTOBER 1956
HOW TO MIX BUSINESS AND POLITICS
An election isn't much of a show it you wan!
frequency, but everyone knows that there are
more radios in this country than Congressmen.
So, counting candidates' wives and all, right
smart interest gets stirred up !<>i the solo go
irregardless.
Couple years ago Sears, Roebuck & Co., a It tend
of ours, bought hall ol a pi imarv clec tion broad-
cast on WMT and decided to advertise dehu-
midifiers. In case you live in a dry climate, a
dehumidifier is an electrical appliance that
sucks moisture out ol basements. (Sounds like
nasty work. — Ed.)
(It is, but somebody's got to do it.)
Sears got rid of a big < lut< h ol these items from
that one i/2 primary.
With this large do coming up in November it
occurs to us that, il you or Sears or anyone
you know is stuck with dehumidihers, you could
do worse than destock with some delovely radio
commercials.
WMT
CBS for Eastern Iowa Mail address: Cedar R;ipicls
National representatives: The Kit/ Vgency.
SPONSOR
15 OCTOBER 1956
1<)
\\ here our features are concerned, sta-
tions are doing the heavj buying. But
sometimes we go to stations and sell
them on the basis "I advertiser com-
mitments."
I nited irtists-T) came into the pic-
ture a few weeks ago with 39 post-
L948 releases. The companj i- plan-
ning to release more and more of its
recent pictures to television, hut in 39-
feature packages, rather than in hulk.
I \- 1 \ salesmen also call on clients
and agencies as well as stations, and
help clients clear time for their buy.
2. What kind of ratings can clients
expect from these features?
There's considerable proof that new
lealures get solid ratings against for-
midable live and film competition. For
example, WOR-TV's cumulative Tele-
pulse rating for 1(> showings of Top
lint in New York in Mid-September
was 69.4. '"There isn't any single show-
that gets a rating like that," says Bob
Hoffman. WOR-TV's research director.
"Yet, the advertiser can get this circu-
lation at a lower cost than he could
buy any program with a comparable
rating." These WOR-TV showings in-
clude prime Class A time as well as
later evening and afternoon telecasts.
Sponsors are likely to find that in-
dividual ratings of features in late
night fringe time will produce far
higher ratings than previous program-
ing did. WCAU-TV, Philadelphia', used
to run old movies every night from
11 :25 p.m. onward. In September, the
station put on Million Dollar Movie
consisting of its newly acquired Colum-
bia library. Ratings went up as high
as 18.2, which the station had nevei
previously had in that time period.
3. How will the new features affect
station rates?
\- ratings rise and clients Hock into
the feature film strips, many stations
will probabl) tend to raise their rates.
A rate increase is partly dictated b\
the economics of feature film buying.
\- \ \P's Ken Hyman points out,
"I he station had to pa\ a lot of inone)
foi the new packages. Back in 1949, a
station could bu) a feature for $l.nnn
i" $1,250. Toda\ the cost ol a feature
hi be upwards of $30,01 H l Bui as
these features bi ing in top ratin ;s.
they'll also increase the value of the
time period and of the station - entire
programing lineup — the show- preced-
ing and following a -hong feature.
Rates maj go up, bul advertisers will
still be bu) ing cheapei cin ulation than
they did with somewhat lower-priced
but much lower-rated fare."
Some reps, however, fear that sta-
tions may be overpricing their partici-
pations on these "quality"' hoxoffice
shows for the national market, in their
effort to recoup their initial investment
quickly. One rep cited this case:
"One of our stations is asking $350
for a minute when the card rate in the
same period for an ordinary announce-
ment is $120. The question that one
timebuyer raised about this is, 'Can't
the client get a better cumulative rating
from three announcements costing the
same as one feature participation?''
Package prices for full features have
also skyrocketed in the few weeks prior
to sponsor's issue date. At sponsor's
presstime, WCBS-TV, New York, was
asking $42,500 for sponsorship of a
single feature on Saturday night from
11:15 p.m. onward.
However, many of the stations that
have bought Hollywood libraries have
not yet changed their rates and don't
anticipate doing so immediately.
4. How many people liave actually
seen most of the big-name, big-budget
Hollywood movies?
"We've conducted surveys that show
that top features were seen by only
some 20' < of the potential audience
when they played in theaters," says
NTA president Ely Landau. "By now
a whole group of new viewers has
grown up, and these features are once
again almost virgin. Tv's limited bud-
get productions won't be able to com-
pete with them."
5. Will Hollywood eventually pro-
duce features specially for tv?
Most of the major Hollywood studios
will probably make original contribu-
tions to t\ .
"The MGM Parade, for example,
was just reuse of product," savs MGM-
TV's Bud Barry. "But MGM alone
has such a wealth of original material
available to it that the studio will in-
evitabl) produce t\ features from this
backlog."
Other major studios are also investi-
gating the possihilitx of producing
feature films directly for l\ . The big
problem today is economic.
"The 'Hollywood' technique is still
too time-consuming and expensive for
i\ to paj for it, said the production
head of another major I foil) w I
studio. "\\ e'll have to he able to pro-
duce such t\ features at a cost undei
$100,000, where features for theatei
exhibition cost $800,000 or more."
6. Will there be a long-range trend
of showing features on network tv first
and then in theaters?
Not likely, say Hollywood studio
spokesmen. Of course, it's not been
tried often enough to date for studios
to have an accurate measure of the
effect. Furthermore, pictures like
Constant Husband and Richard III
are not the type from which the studio
expects a huge gro^s.
"It doesn't seem logical for a major,
multi-million production." savs Ralph
Colin, president of Screen Gems. "Tv
cant pay the studio back for its invest-
ment, and it's highly probable that
original network exposure cuts into the
theater gross."
The degree to which such network
exposure diminishes theater gross is
not measurable for the moment. How-
ever, the highest price network tv has
paid for original showing of a feature
to date is $500,000. When this figure
is pitted against the at-least $2 million
cost of a major Hollywood film, it be-
comes apparent that the major studio
can't afford original tv presentation.
7. Are features doomed to remain
Class B and C time viewing?
Not necessarily, say film distributors.
CBS TV. for example, bought The
Wizard of Oz for 6 November.
"Occasional airing of such a classic
is logical for a network." says CBS TV
programing v. p., Harry Ommerle. "But
the function of a network is to create
new entertainment, not just to put on
old features."
It's possible, that national advertisers
might pressure CBS and NBC to clear
time for their feature packages, after
they see top local ratings. ABC, of
course, carries features in its Famous
Film Festival.
8. Will features kill local live pro-
graming?
The) may reduce it. but certain live
local service shows are sure to remain
part of stations' scheduling. I ntil now.
the new feature films have mainly re-
placed the old features in established
time slots. But stations have been
stepping up feature film schedules. A
WOR-TV survey shows that New
^ ork's -even i\ stations carried 195} i
hours ol feature film programs during
1-7 \pril 1956, that is, 27', of all
program hours on t\ were feature film.
Some of this feature film programing
unquestionabl) cuts into those hours
cie\oted to live shows. * * *
120
SPONSOR
I .") ii rolil I! I').V)
BROADCASTING
TELECASTING
TO
A CREDIT TO
THE INDUSTRY
IT SERVES
ON ITS
ANNIVERSARY
WARMEST CONGRATULATIONS
AND CONTINUED
SUCCESS
MEET
WAYNE ROTHGEB!
WKJC-RADIO b TELEVISION
FARM DIRECTOR
• • • •
FARMS AND FARMING
ARE IMPORTANT IN THE RICH
WKJG-RADIO AND TELEVISION
AREA!
Wayne has the cooperation of
COUNTY AGENTS
HOME DEMONSTRATION AGENTS
SOIL CONSERVATION
SERVICE TECHNICIANS
VOCATION AGRICULTURAL
TEACHERS
to keep ALL the rural folks
up-to-date in many important
phases of their work and recreation.
The FARM MARKETS portion
of "FARMS b FARMING"
is now sponsored daily on
by MURPHY FEEDS!
For Second Consecutive Year
Check this valuable market
when mapping out your campaign!
Call the PAUL H. RAYMER CO. now
for availabilities on Wayne's
'FARMS AND FARMING" shows
seen and heard daily on
RADIO AND TELEVISION
FORT WAYNE, INDIANA
FARM STATUS REPORT
{Continued from page 17 i
From a number of quarters came
the opinion that one of the problems
in selling national accounts is that
there actually isn't enough farm pro-
graming around. Forrest Blair of the
Chicago office of Edward Petrv tells
of the problem International Harvester
is having in expanding its radio sched-
ule. The firm is presently bu\ ing a
lineup of 125 stations, and 52-week
renewals are expected.
"This is the first time in the seven
years I have been in Chicago."" Blair
said, "that Harvester has made anv-
thing more than sporadic passes at the
farmer through radio. Much of their
enthusiasm for radio stems from the
co-operation extended by aggressive
radio stations in the field of merchan-
dising, dealer contacts and of tremen-
dous importance, the cooperation of
111 dealers in matching the factor)
schedule.
"But." said Blair, "their big prob-
lem in (radio) expansion is the inabili-
ty to buy additional farm directors or
programs directed specificallv to the
farmer. There is no question in my
mind that we could increase radios
share of the farm advertiser's dollar if
it were possible to provide selective
programs in sufficient quantities to at-
tract more advertisers. However, com-
panies competing with Harvester and
others who are on the air realize as
well as we do that there is a verv limi-
ted amount of such selective time avail-
able and the) sta\ in farm magazines
and state farm papers which are the
epitome of selectivity."
Listening habit-: Traditionally, farm
radio programing is scheduled mostl)
in the earlv morning and noontime.
with early evening next in importance.
Frank Woodruff of Peters. Griffin and
Woodward points out that these are
not only the times usually set for farm
programing but are times when farm-
ers listen to the radio, whether the)
listen to farm programing or not. The\
are. in other words, the times when
farmers are most available for listening.
One change, however, was cited
b) WBF1). Wortbington. O. Clyde
Keathley. farm service director noted.
"Because farmers are utilizing modern
machinery and other conveniences to
save labor and time, their work day is,
Madison's
first TV station
is ABC
Serving over 100,000 non-duplicated
ABC homes. Call your Headley-Reed
TV man for the comparative coverage
story.
WKOW-TV
Madison, Wis.
Ctowrf 27
122
SPONSOR
I.") OCTOBER L956
in many cases, being shortened. This
means that the average farmer's work
day begins somewhat later than in
years past. Realizing this trend. WRF1)
has scheduled it farm programing later
in the morning. The station's farm
programing now begins at 6:45 a.m.
and lasts until ~ :'.M) a.m. Previously,
WRFD's farm service programs were
broadcast beginning at (>:00 a.m. Noon-
hour farm programing remains larger)
unchanged."
Some indication that a later -tail in
the farm workday ma\ be true on a
national scale is pro\ ided b\ some re-
cent Nielsen figures covering radio
sets-in-use by count) size. The fLuie-
are for March-April 1956 and showed
the following :
• At 6:00 a.m. sets-in-use for "" \"
counties came to 5.3$ : for "B" coun-
ties. 6.1; for "C and I)" counties
l those with population under 1(10.001) I .
3.5.
• At 8:00 a.m. the figures, respec-
tively, were 13.9, 15.9 and 18.4
A cursor\ interpretation would in-
dicate that, since people in small coun-
ties do less listening at 6:00 a.m. and
more at 8:00. the) must gel up later.
This is only a rough guess since the
time refers to New York time so that
if. for example, there were mam more
"('. and D" counties in the Western
part of the country than the Eastern
part, the higher sets-in-use at 8:00
would merely reflect that fact. At the
same time, however, it could also
reflect their later rising.
A similar set of Nielsen figures co\
ering tv viewing at night b\ counties
(also by New York time) shows higher
"C and D" viewing at 7:00 p.m., slight-
ly less viewing than "A" and "B" coun-
ties at 10:00 p.m. and considerably
less at 11:00 p.m. — thus indicating
small town and farm viewers go to bed
earlier.
A 1955 study of the North Texas ra-
dio audience by Dr. Forest L. Whan of
Kansas State College i who has also
done a number of studies in the Mid-
west and New England I bears out the
early-to-retire indications of the Niel-
sen figures but not the late-to-rise
indications.
The Whan stud\ showed, among
other things, the percent of people at
home and awake in urban, village and
larm areas by 15-minute segments.
During the morning on weekdays, the
study showed, the figure was higher on
the farm until 7:15. when the urban
figure became bigher and remained
higher, with one oi two exceptions, un-
til Noon. \t night, the figures clearly
indicated, the rural dwellei went to bed
earlier than the urban dweller.
While none of the abuse facts and
figures are conclusive foi the country
as a whole, tin- question of the fann-
er's changing habit- of arising and re-
tiring are worth a closer look b\ bulb
the buyers and sellers of broadcast
tune.
Vnother factor in farm listening is
that taking place out "f the home.
While main stories of radio listening
while driving a tractoi are undoubted-
ly wishful thinking, there is a substan-
tial amount of out-of-home listening on
the farm.
The North Texas stud) referred to
above showed that .SI. 2'* of farm
homes had two or more in-home radios
compared with 51.3$ for urban
homes. Auto radio saturation came to
55. L$ for farm families. 69.1$ f("
city families. However. 0..V , of farm
homes had radios in trucks compared
with 2.6$ of city families. For barn-.
2', of the farm families had radios
there, while less than 1$ of farm fami-
lies had radios on tractors (the actual
figure was 0.6' i I ,
i tn the average day . the study
-bowed, the percent of families with
one oi more members using radio out-
side the home came to: I iban. 60 I
\ Ml. He. 52.8' . . bo in. ~>l .">' I . I he study
also -bowed that the most important
listening time foi barn radio audiences
was before 8:00 a.m., the second most
important time was between 5:00 and
7:00 p.m. and the third most impor
taut period was between I :IM) and
5:00 p.m.
\nothei indication of bain radios
comes from WOWO. Fort \Ya\ne. Ja\
Gould, farm service director for the
station asked listeners to write in and
tell him how many had radio- iii theii
barn-, \fter tabulating the returns, it
was found that 17.!!'. of tlio-e an-wer-
ing reported the\ bad. While the re-
turns did not represent a statistical
sample, the figures clearK indicate a
higher barn radio penetration than in
North Texas.
Another mail survey wa- conducted
recently b\ W PIT. \ 2(>' < return, con-
sidered by the station an acceptable
-ample, showed i 1 i 82$ of North
Carolina farmers have two or more
radios. 48$ have three or more: l2l
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SPONSOR
15 OCTOBKR 1956
123
I 1'f of the farmers have barn radios,
1'. have tractor radios. 4l (>">'.
have radios in their auto or truck.
Information on multi-set homes in
the KVOO, lulsa. area tame out of a
contest revolving about Nutrena feeds.
The questionnaire contained, a n
ether questions, facts about radio own-
ership and listening. \ total of 3,154
questionnaires were filled in and
mailed to the -tat ion. The\ showed
that the -idol homes had 5,302 radios.
01 one ami a half radios per home, thai
these homes had a total of 2.721 ear
radio- and 309 truck radios. The ques-
tionnaire also showed that 99% of the
entrants favored 6:00 to 7:00 pm. for
listening, 53% favored Noon to 2:00
p.m.. 4i\ from 5:00 to 7:00 p.m.
Of course, the important factor in
the radio listening picture is how
much actual listening is done by farm-
ers. Nielsen figures indicate it com-
pares well with metropolitan listening.
\ 1956 Nielsen tabulation showed thai
average listening hours per week in
village and rural areas came to 17:05,
while the figure for metropolitan audi-
ences was 10:44.
Cov*
rS3
in this rich market off
WISCONSIN, IOWA, ILLINOIS
the
tf
WISCONSIN
FARM HOUR
Bill Groves, Farm Director, WISC-
TV is Host of the Wisconsin Farm
Hour, 12-1 P.M. noon Monday thru
Friday. Bill Groves, a 4th genera-
tion farmer himself, has a person-
able way of selling your product to
farmers and is well known as a
columnist with Wisconsin Agricul
turist.
Represented Nationally by
Peters, Griffin, Woodward, Inc
Madison, Wise.
Farm directors: The radio and tele-
vision farm director holds a unique
place in the broadcast picture. There
is no job in broadcasting quite like it.
He embodies a fine blend of profes-
sionalism, salesmanship, smooth talk,
friendliness and information. He is the
essence of farm programing.
One big reason win farm directors
are listened to with respect is that, if
the) are not farmers themselves, thev
hold official positions in the agriculture
held or are educated in farming.
Take George Roesner. who heads the
farm department for kl'RC. Houston.
Roesner. born and reared on a farm,
is a graduate of Texas A & M College,
was a vocational agriculture instruc-
tor and a poultrj and livestock tech-
nician before entering broadcasting 13
years ago. He heads a department of
two full-time assistants.
bike man\ farm departments, the
KPRC group is heavik invoked in
field activities. The department was
involved in 21 activities alone during
January 1950. main of which were
covered for radio and television stories.
Here are sonic oi them:
• Attended Texas Fertilizer Confer-
ence at College Station. Texas.
• Attended Fresno Farm and Ranch
Club Meeting at Fresno, Texas.
• Attended meeting of National Cot-
ton Congress. Dallas.
• Obtained interview with Secretarj
of Agriculture Benson.
Another example is Ro\ Guintow of
Wk<>\\. Madison. Together with an
assistant, kill Thiesenhusen, he han-
dles a hcaw schedule of L5 hours a
week and last fall added a noontime
farm show on WkOW -TV to his
chores. He majored in agricultural
journalism at the I niversitx of Wis-
consin, has been manager of the Dane
County Junior Fair for four years, di-
rects the Dane Count] Fairgrounds, is
chairman of the ad\ isorj committee to
the Farmers" Home \dministration in
Wisconsin and is a member of the
agricultural committee of the Madison
Chamber of Commerce. Thiesenhusen
was chosen National Citizenship Bo)
last year and is a member and past
chairman of the Youth \d\i-oi\ Com-
mission on 1 1 u man Rights in W isconsin.
In Boston. Malcolm MacCormack of
W \\V. operates his own poulln farm in
Hanover, Y II. Louis Webster, editor
of The II I- I.I Country Journal (a reed
calk morning show on at 5:05) is di-
rector of division of Markets <>f the
124
SPONSOU
15 OCTOBKR 1(|~><>
Massachusetts Dept. of Agriculture and
held a long list of official and trade
association posts previously.
In tv. too, stations depend on experi-
enced people. Jack Stratton, faun di-
rector of WKY-TV, Oklahoma City,
was field representative to the Nation
al Cotton Council, assistant count)
agent for Caddo and Mayes Counties
in Oklahoma, and assisted in the \ cter-
ans Agricultural Training Program, is
a graduate in agronomy with a degree
from Oklahoma \ \ \1 College ami i-
active in a number of agricultural as-
sociations. His assistant, Vernon Hun
can, owns and manages a 200-acre
farm and came to \\ K.Y-TV after
teaching vocational agriculture for \'>] -j
years.
Past farm directors at WKY-TV and
WKY have gone on to other jobs in
the farm field. Kdd Lemons is now
Agricultural Information Specialist for
Oklahoma A & M: Samlv Saunders i-
manager of the American Dairv Asso-
ciation in Oklahoma: Harold Dedrick
is director of agricultural radio and
tv services at Oklahoma A & M.
Those traveling farm directors not
onlv go around to pick up news and
facts about farming. The) also hit the
i oad to discuss w iih clients waj - and
means t" help make advertising more
effective. Last tail. Vmos Kirhv of
\\ C \l . Philadelphia, went |,. -I. Louis
to talk ovei a campaign renewal with
Ralston Purina on Rural Digest ami
-how the -poii-m how their produi I-
would he merchandized. I [e also v i-it-
ed the DeKalb Agricultural Associa-
tion of DeKalb, III., to talk about the
client's campaign on the -aim- show .
In an instance repot led to SPi iNSOR,
a farm director worked to help solve
marketing problems ol a farm product.
The farm director i- Nelson Mclninch
of K\\. I.o- Angeles. I he | lucl was
dates. I In- date growei - had been hav
in- a number of competitive pi oblems
among themseh es. I here was pi ice
cutting, dumping of "cold" fruit on the
market and other practices that led to
pom response on the part ol consum
ei-. In 1 95 I. shot il\ alter his appoint-
ment as k \ \ farm director. Mclninch
decided to see if he couldn't do some-
thing about (he situation. He move.!
his broadcast operations to [ndio,
when- he interviewed ahoiit loll grow-
er- in a -ei ie- of 12 broadcasts, ask in l-
them lo air their problems and -uggest
solution-. He continued last vear and
this \ eaj . \- a result, the stal ton said,
the date industry registered increased
pi "lit- In! the In -t time in manv veai -.
I .11 ni directors do nol i onfine their
peregrinatons to the 1,", states. John
McDonald, president of the National
Association of Radio and television
I ai m I >nei tot -. i- "Hi- ni the tnosl
active radio personalities in the i oun-
h v . Besides producing and pat ticipat-
ing in 25 hoin - ..I radio fat m program-
"Find Jimmy and bring him to din-
ner— he's somewhere with KRIZ
Phoenix in outer space."
ey 50,000 WATTS
rtfej>«f fe*l
'fWiV
/
740 on the dial
Bill Bryan, Gen. Mgr.
Ray Bright, Sales Mgr.
AUSTIN / mmsoo
URAL
OMES
i Reps.:
I3LAIR
■<>tc
1
i >any.
x ... ■ 9^-Sr,
HOUSTON'S AREA STATION
Dewy Compton Farm Director
L. O. Tiedt — Farm Reporter
• A LEADING CHEMICAL CORPORATION* I Portable Irrigation
Systems', "We Have More Leads Than We Can See."
• A WELL-KNOWN FEED CO.* Increased Tonnage Sales— Added
6 New Dealers — Upped Schedule from 3 to 5 Programs Per Week.
• AN ENTERPRISING BUILDING CO/ Sold Vl Million Dollars
Worth of Buildings in 13 Weeks.
'Names on request.
KTRH BOOMS INTO MANY COUNTIES
NOT REACHED BY NEWSPAPERS OR TV
w
K
T
R
H
THE SMART
ADVERTISING
MONEY
Brewers: Liebmann, Miller, Stroll
Coffee Roasters: Fleming, Dining Car
Bakers: National Biscuit,
Mrs. Smith's Pies
Appliances: Crosley-Bendix
Various: Lee Optical, Petri Wine,
Gem Jewelry, Signal Oil,
Top Value Stamps
Hundreds of thousands of advertising
dollars have been allocated for
CODE 3 by some of the country's
smartest, most successful advertisers!
Many choice markets are already
gone — others going fast! For
big-time advertising results, put
your advertising dollars on CODE 3.
Write, wire, phone
ABC FILM SYNDICATION, INC.
10 East 44th Street, New York City
OXford 7-5880
ing each week, he travels an average
of 75,000 miles a year talking to fann-
ers and farm groups all over the coun-
ts. He has also gone ahroad to study
farm developments and methods. In
1052. he \isited eight European coun-
tries; in 1953 he went to Mexico and
covered most of it: in 1954 he visited
Canada and Cuba and last year he
dropped in on troubled Guatemala.
One attitude toward farm directors
was summed up b\ J. II. Leach of
Gardner Vdvertising, St. Louis, which
handles a number of active farm radio-
t\ accounts. He said: "We recogni/c
the position of respect and authority
occupied b\ the radio or tv farm direc-
tor in the minds of his audience. We
feel that for many advertisers endeav-
oring to reach the farm consumer, farm
radio or tv can be an excellent buy. It
offers flexibility, continuitv and the
prestige of association with a known
and trusted personality."
beach also had a few words of warn-
ing about farm directors, however. He
warned against those who spend so
much time with speechmaking thev lose
contact with grass-roots problems and
neglect the promotional efforts of spon-
sors. He also complained that, in some
instances, farm directors do not have
a good, basic knowledge of. and ex-
perience in, the farm field.
Programing;: Paralleling the increase
in the quantity of farm programing
are efforts to improve quality also. For
example. KSLM. Salem, Ore., said it
was expanding its coverage of differ-
ent kinds of crops and was putting
more emphasis on 4-H Clubs and Fu-
ture Farmers of America. A number
of other stations also cited increased
emphasis on 4-H Clubs and FFA as
part of an effort to attract more young
audiences to farm programing.
More stations are adding direct lines
to crop exchanges to get up-to-the-min-
ute reports on prices and movements
uf goods. Television stations are focus-
ing cameras right on the board itself.
farm directors, loniz luii users of
Tke Contutenta!
DUHde Station
TV4
We Double
Everything . ♦ .
Including
Results
WGR-TV
BUFFALO
Basic ABC
National Representatives
PETERS, GRIFFIN, WOODWARD, INC.
■i
<?»]
Buckey Walters, platter -spinner de-
luxe, brings a New Selling Sound to
KMBC-KFKM by punctuating commer-
cials and chatter with clever piano back-
ground. ONE announcement on his
"Tune Time" produced 3.653 replies!
jUk junk
LISTEN
the New Sound of
KMBC-KFR
The big news in Kansas City radio is the
\. « s, mini ,in KMl'.i KI'KM Bj complete-
lj overhauling old programming ,oinep1s,
KMBC-KFRM have introduced a new type
of radio service that's tailored to today's audi-
ei lemands. New variety new personali-
ties, 11, « formats, new impact — they're all
woven into every hour of every broadcast day.
This inspired local programming, combined
with the best from the ABC Network, pro-
lines radio that sells as ii Berveel Your
Colonel from I'.iers, Griffin, Woodward, Inc.
can tune von in on the New Selling Sound of
KMBC hi KM
9
KMBC <U Kansas City
KFRM Jot the State of Kansas
in the Heart of America
L26
SPONSOR
L5 OCTOBER 1956
*
SPONSOR
GOES
WEEKLY
27 OCTOBER
WITH A
FOUR-POINT
EDITORIAL
PROMISE
1. essential reading
2. useful reading
3. fast reading
4. easy reading
A complete weekly wrap-up
in depth for busy agency
and advertiser readers.
OUR 10th ANNIVERSARY
ISSUE ALSO!
tape foi recorded interviews awaj from
the studio, arc increasing lhi> kind <A
newsservice. KGNO Dodge City, now
features such recorded interviews on
every show. K I l!|!. I j lei . Tex., re-
cently added a mobile news unit foj
its Farm Fare show.
Ratings are the prime method foi
judging the kind of programing fane
listeners like but there haw also been
a couple of studies made to dig out
information on program popularity.
As part of a continuing series of
studies on radio and television listening
done by graduate students of Ohio
State University, a stud} of radio pro-
gram preferences of rural listeners in
Central Ohio was made in Aujui>( with
the cooperation of \\ lil'l) at the Ohio
State Fair. Usable questionnaires were
filled out by 2.314 men and women of
whom 1,525 lived on farms or in rural
communities and 789 lived in medium-
sized or large cities.
\\ bile the collection of information
at the fair grounds could not provide a
true cross-section of Ohio farming
population, it was found that the pro-
portions of respondents by age and
economic group corresponded fairh
closely to the proportions shown in the
1 950 census, except that the proportion
of those with high school or college
education was higher than reported b\
the census. More than 00', of those
answering had tv at home.
One question asked respondents to
check, from a list of 18 different types
of shows, the six they liked best. A
tabulation of answers turned up some
striking differences as well as similari-
ties between farm and city people.
Top preference among both rural
men and women was old time music
and. interestingly enough, this was fair-
l\ popular with the cit\ group, too.
.General news and coiiimentan was the
second preference of rural women and
the third preference of rural men. The
second preference among rural men
was farm information and the third
preference among rural women was
homemaker shows. | Rural women in-
dicated the\ were only moderatek in-
Tke Con/tuioUftt
DuHdi Station
TV4
"SHEENA"
LEADS ALL
SYNDICATED
SHOWS IN
ROANOKE
out in front in many other markets, too.
Los Angeles — #1 show in its
time period for months, audience
share over 30% in this
seven station market
Tulsa — 60.7% share of audience
in competition with two popular westerns
Memphis — First in time period,
45.9% share; 11.9 rating
Hitch your sales message to the
show most bought by audiences,
SHEENA, QUEEN OF THE JUNGLE.
Source: ARB
Write, wire, phone
ABC FILM SYNDICATION, INC.
10 East 44th Street New York City
OXford 7-5880
SPONSOR • 15 OCTOBER 1950
127
FIRST IN DETROIT
• PROGRAMMING
• EXPERIENCE
• SALES RESULTS
ASK DETROITERS!
WORLD'S FIRST RADIO STATION
Owned and Operated by THE DETROIT NEWS
National Representatives:
PETERS. GRIFFIN, WOODWARD, INC.
IN AND AROUND
COLUMBUS, GEORGIA
CHANNEL
WRBL-TV
p,
A CBS
-/I ABC
referred *
Viewing
I I -COUNTY AREA - NOV. '55
402 °'404
METROPOLITAN FEB. '56
298^416
• COMPETITIVE QUARTER HOURS
WEEKLY - - TELEPULSE
CALL HOLLINSBERY CO.
terested in farm information.) Fourth
preference among rural men was popu-
lar dance orchestras, which was num-
ber one preference among cit) men
and women. Fourth preference among
rural women was quiz programs, which
were onl\ moderate!) popular with
rural men. Baseball play-by-pla) was
popular among both rural men (fifth
preference I and cit) men. though cit)
men showed much more interest in
Football play-by-play than rural men.
Fifth preference for rural women was
popular dance orchestras. Sixth pref-
erance for both rural men and women
wire religious programs.
The Whan North Texas stud) re-
ferred to above also measured radio
program preferences among rural and
in ban audiences, except that the Whan
study separated farm from village re-
spondents. Order of preference among
farm women was I 1 I news broadcasts.
1 2) religious programs, (3) audience
participation shows, (4) old time
music. (5) popular music. (6) come-
dians.
Preference among farm men was as
follows: (1) news broadcasts, (2) old
time music (3) religious programs, (4)
comedians. (5) talks on farming. (6)
audience participation shows.
The differences between farm and
cit) program preferences are not al-
ways so great that a farm show can't
corral some urban listen inn. too. As
a matter of fact, it is the opinion of
ihe Petry organization that the top
farm shows (in terms of audience size I
often have a good sprinkling of city
people listening. This is a reverse
twist for the agency man who contends
that he can do a good job in reaching
farm listeners with general types of
programing. One reason for the listen-
ing of cit) people to farm-type shows
is that main urbanites are not far re-
moved from farm life itself and still
have emotional ties to farming. Some
farm shows attract land are aimed al I
cit) people who lake vegetable garden-
ing seriously. KFAB, Omaha, which
considers its first obligation is to its
rural listeners, says it is able to get a
good proportion of urban listeners by
a lively, fast-paced format in its rural
programing.
The trend toward music and news on
radio stations also tends to break down
the line between rural and urban lis-
tening. Peters. Oriflin and Woodward
reports that in an increasing number
of eases a lot of music is being pro-
gramed around farm personalities. This
probably results in main cit) listeners
inadvertentl) catching chunks of farm
programing as part of their music
listening. In cases where this farm
programing has to do with political
issues affecting the farmer, the cit)
listener who lives in a farm belt is un-
doubtedly often interested enough to
listen willingly. Others ma\ listen to
straight farm programing out of sheer
interest or curiosity. * * *
COM PARAGRAPH NOTES
[Continued front j>age 104 I
pm; Nl'.c. Th 7:45-8 pm; CBS, all Sa
10-10:30 pm
Staley Mfg. R&R: CBS, alt F 11:15-11:30 am
Standard Brands. Hales: NBC. Tu&F 2:45-3 pm;
CBS M 12-12:15 pm: M 10:30-10:45 am
State Farm Inc.. NUcB: NBC. P 10:50-11 nm
Sterling Drug, DFS: ABC. F 9:30-10 pm: NBC,
W&P 4:45-5 pm
Sunbeam. Perrln-Paus : NBC. alt Sa 8-9 pm;
NBC. S;i 1 :15-5:15 pm
SweLts Co.. Moselle .\: Blsen: ens. alt Sa 11:30-
12n . all Su 1-1 :30 inn
Swift. McE: NBC. M 2:45-3 pm. alt Sa 11:30-12
noon; CBS. F in in i :, am. 2:45 3 pm &
3:30-3:45 pm: ABC, alt Tti 7 30-8 pm
Sylvanla. JWT: CBS. Sa 7:30-8 pm
Time, Inc., Y&R: NBC, alt W 7:45-8 pm; CBS.
alt F 10:30-11 pm
Toni Co., North, Tatham -Laird: CBS, alt M 8:30-
9 pm; alt W 8-8:30 pm; Tti 10:15-10:30 am;
Th 3:30-3:45 pm; NBC alt. Sat. 7:30-8 pm;
all M S 30-9 pm: alt F 8:30-9 pm
Union Carbide &. Carbon, Mathes: ABC. Su 9-
10:30 pra
U. S. Rubber, F. D. Richards: NBC, Sa 1:15-
5:15 pm approx, ABC, all W S 30 9 pm
U.S. Steel. BBDO: CBS. alt \V 10-11 pm
Vick Chem. BBDO: NBC, alt F 9:30-10 pm ; alt
Tu 7:30-7:45 inn
Warner-Lambert, K&E: NBC. alt Sat 10:30-11
pm
Welch Grape Juice, DCSS: ABC. Tu 5:15-5:30 pm
Wesson Oil. Fitzgerald: CBS. Til 12-12:15 pin; an
Tu 3:30-4 pm; NBC. alt Sa 9-10 pm 3 »ks
in 4
Wcstinghouse. Mil: CBS M 10-11 pm
Whitehall Pharm.. Bates I BS M Tu Th 6:45 7
pm & 7:15-7:30 pm; alt Tu 7:30-8 pm
White Owl. Y&K: NBC, Sun 111:311-11 pm
Zenith. BBDO: NBC. Sa 1:15 5 15 pm approx
Tke Contuteittal
Dunde Station,
TV4
"KRIZ Phoenix started me doing it
myself and you know how it is —
add a bench saw here, a screw
driver there — "
128
SPONSOR
15 OCTOBER 1956
MILWAUKEE
( B7 Iwti.)
*
^A fiVdROCICFORD
CKtC&CIO if.
(90 M.I.)
i ftitf hV^/nr .^ii.iirYriUiikr'ii tfrn
. . .in RESULTS
Advertisers experience proves "REX's"
ability to produce soles . . . the most
accurate measuring stick of any promo-
tional effort.
. . . in VIEWERSHIP
WREX-TV is favored by viewers in the
WREX-TV "Grade A" area by better
than a J to 1 margin. This fact has
been brought out in an extensive view-
ership survey Just recently completed.
This dominant leadership results in a far
lower cost-per-thousand . . . making
WREX-TV your "best buy".
market power!
NOW No. 2 Morket in Illinois ond
G R O W I N G — has currently under
construction $25 million in expanded
manufacturing and retailing facilities.
Are your sales messoges reaching this
morket untouched by eiiner Chicago or
Milwaukee, 90 miles away? Only one
VHF station covers this area ■—
ROCKFORD. ILLINOIS
WREX-TV
channel 13
CBS - ABC AFFILIATIONS
telecasting in color
REPRESENTED BY
H-R TELEVISION, INC.
BRIEFLY
[Continued from j>tiu.e 77 i
tract with the nationalb known Rock)
Mountain News wherebj the paper will
sponsor L,300 KOS1 newscasts over a
year's time. Even Saturda\ there will
be a LO-program saturation to promote
the paper's new Imerican \l eeklj
Sundaj supplement. Newscasts were
Mild mi a "'-iiaiidit time basis w ith no
deal- (ii trade- whatsoever" announced
KOSI president. Daxid M. S.-j-al.
Ul-night broadcasting was resumed
on KNBC, San Francisco, as of 10 Oc-
tober. Expansion of the KNBC sched-
ule marked the first all-nijtht broad-
casting on the station since Noveml er
1955. . . . Latest station to add a mo-
bile transmitter to its operation is
KGB, San Diego. ...WW DC, Wash-
ington. I). C, is diverting some of the
energy usually expended on political
name calling this election season into
a contest to name the Democratic don-
key and the Republican elephant. Con-
test, for radio timebuyers only, fea-
tures an inauguration trip to the
Capital as first prize.
* * *
KSIX-TV, Corpus Christi, Tex.,
started broadcasting 18 days after the
first cement was poured for the sta-
tion's foundations. The CBS affiliate
went on the air 30 September. . . .
Detroiters saw the 1957 Ford in a
color-tv sneak-preview over the motor
capital's Storer station WJBK-TV. . . .
Today, with Dave Garrouay is no
longer simply the name of an NBC TV
show. It is also the name of a new
game patterned after the program of
the same name. It will retail for $3.95.
Weather being such an interesting
subject to so main people, and hence
a source of tv advertising revenue,
many station weathermen are boning
up on the subject. Most recently SPON-
SOR received word that Don Kent,
WBZ-TV. Boston, has completed a two-
week course at the Massachusetts In-
stitute of Technology in understand-
ing hurricanes. • * *
100% NEGRO PROGRAMS
EH$L1
IN NASHVILLE, TENNESSEE
CFOR
RADIO
5000
WATTS
SERVING & SELLING
CENTRAL ONTARIO
FROM
ORILLIA
#
Total Weekly BBM— 42,090
Radio Homes
Reps: — Stephens & Towndrow
Ltd., Toronto & Montreal
Canadian Station
Representatives, U.S.A.
*ORILLIA is located 80 miles
north of Toronto in the heart of
the rich Central Ontario
market.
STATEMENT REQUIRED BY THE ACT OF
AUGUST 24, 1912, AS AMENDED BY THE
ACTS OF MARCH 3. 1933. AND JULY 2. 1916
(Title 39, United States Code. Section 233)
SHOWING THE OWNERSHIP, MANAGEMENT,
AND CIRCULATION OF
SPONSOR, published bi-weekly at Baltimore,
M ., i plamd for October 1. 19 il
1 Tin' names and addresses of the publisher,
editor, managing editor and business managers
are:
Publisher and Editor: Norman R. Glenn, Mama-
eck, New York.
Executive Editor: Miles David, New York, N. Y.
General Manager: Bernard Piatt, New Y'ork. N. Y.
2. The owner Is: SPONSOR Publications Inc.,
New York, New York.
Stockholders owning or holding 1 percent or more
ol loial amount of stock:
Norman R. Glenn, Mamaroneck, N. Y. ; Elaine C.
Glenn, Mamaroneck, N. V ; Ben Strouse. Balti-
more, Md.; Ruth K. Strouse, Baltimore, Md. ;
William ONeil, Cleveland, Ohio: Henry J. Kauf-
man, Washington, D. C ; Pacelt Bloom. New York.
N Y. : l'juline H. Poppele. New York, N. Y. ;
i li. Cooper, North Hollywood. Calif.; Henry
J. Cooper, Brooklyn. N. Y. ; Judge M. S. Kron-
helm. Washington. D. C. ; Norman Reed, Wash-
ington, D. C. ; Adele Lebowltz, McLean. Va. ;
I P Williams, Dayton. Ohio; Jerome Saks, Wash-
D. C. ; Catherine E. Koste. Hawthorne.
N. Y ; William B. Wolf. Washington. D. C. ;
Harold Singer. Washington, D. C. ; Bernard Piatt.
New ITork, \ > . Arnold llpert, New York. N. Y.
3. The known bondholders, mortgagees, and
security holders owning or holding 1 percent
or more of total amount of bonds, mortgages, or
other securities are: NONE.
I Paragraph! - and 3 include, in cases where
the stockholder or security holder appears upon
books of the company as trustee or in any
fiduciary relation, the name of the person
or corporation for whom such trustee Is acting:
i tatementa In the two paragraphs show
the affiant's full knowledge and belief as to the
i 1 1 . iiiii-'aii. 1 5 and conditions under which stock-
and security holders who do not appear
upon the books of the company as trustees, hi Id
stock and securities In a capacity other than that
■ I i bona tide owner.
Berns i
Sworn ti ai I
5EA1 i
(Mj expiri March 0 1958.)
SPONSOR • 15 OCTOBER 1956
129
WHOL
Music-News Station
in the
Rich Lehigh Valley
„'S
VW* ^Gt'1 Paul H. Raymei Co., In
WHOL
— ./V/i ,/ ' tAe died—
I
Allentown, Pa.
WAZL WVDA
Hazlekon, Pa. NBC-MBS Boston, Mass. ABC
WIDE WHLM
Biddeford-Saco, Me. MBS-Yankee Bloomsburg, Pa.
ADVERTISERS' INDEX
».BC Film 17, L26 127
Broadcast Music, [nc. 130
CBS Radio Spot Sali 10, 11
Harrington, Righter & Parsons 11
Keystone Broadcasting .. 90
v] id-Continent Group . FC, 18
NTA 22, 23
i rs, Griffin & Woodward, Inc. 14
Storer Broadcasting . 66, 67
i 'K I.W, I let roit . 101
KABC-TV, Los Angeles
KBIG, Hollywood
KCMC-TV, Texarkana
Ki '.\H i. Kansas City
KCSJ-TV, Pueblo
K ER( ;, Eugene
KFEQ, St Joseph
KHOL-TV, Kearney
KLOR, Portland
KMBC-TV, Kansas City
KMJ-TV, Fresno
KNUZ, Houston
KPQ, Wenatchi e
KPRC, Houston
KPRC-TV, Houston
KRIZ, Phoenix 12:.,
KROD-TV, El Paso
KRON-TV, San Francisco
KTHT, Houston
KTNT, Tacoma
KTKH. Houston
KTRK-TV, Houston .
KTVR, Denver
KVAL-TV, Eugene
KWKH. Shreveport
KXLF-TV, Butte 1 12, 116, 126, 127.
WAFB-TV, Baton Rouge 114
WAGA-TV, Atlanta Hi?
\\ \ \ E, Louisville _ 10?
WBAY-TV, Green Bay _ .. 130
\\ l :\S, Columbus 75
WBRZ-TV, Baton Rouge ... i L6
WBT, Charlotte ... . 26
Wivn. Minneapolis 59
WDBJ-TV, Roanoke S2
WEHT-TV, Henderson HM
\\ I' \ \-TV. Dallas 97
w ii'.K. Baltimore l 1
WFMY-TV, Greensboro .. 113
W'CII, Xewnoil News 77
WGR-TV, Buffalo 126
WHOL, Allentown . 130
WIBG. Philadelphia 77
\VI BW-TV, Topeka 1 l 8
\VI LS, Lansing 24
WISC-TV, .Madison 124
WITN-TV, Washington, X. C. . 96
\v.| \c-TV. Johnstown 80
WJHP-TV, Jacksom ille 7s
WJIM-TV, Lansing 21
VVKJG, Ft. Wayne .. 122
WKLO. Louisville . ..92, 93
WK( IW-TV, Madison .. 122
WKZO, Kalamazoo .. . 134
u \i PS. Memphis 1 15
WMT-TV, i !i dai Rapids 1 19
WXAX, Yanklon n 6
WNBF-TV, Binghamton ..
WNBQ, Chicago l :i
WOKY, Milwaukee 79
WPEN, Philadelphia 3
w i: BL-TV, Columbus 128
WRC, Washington LOS
WREX-TV, Rockford 129
w i; CI >. Worthington, I >hio 17
WSB. Atlanta 109
WSBT-TV, South I -.end .. 102
WSFA, ' iklahoma i litj
WSJS-TV, Winston-Salem ill
w s.\i TV, Nashi Ille n7
WSOK, Nashville 129
WSPD-TV, Toledo 106
WT( IP, Washington i 6 a, b
WTRF-TV, Wheeling L33
WTVT, Tampa 9
WWDC, Washington 71
WW. I. Del 128
\v X K\ TV Richmond BC
WXIX, Milwaukei 72
CHANNEl u.
This Index is intended as a service feature, as com-
plete and accurate as passible: but SPONSOR cannot
be responsible (or changes too late to be recorded here.
AFFILIATED with KROD-600 kc (5000w.
Owned 6 Operated by El Paso Times, Inc
Rep. Nationally by the BRANHAM COMPANY
.M'ONSOK
I.) OCTOBER !T>0
Newsmaker
of the week
Oliver Treyz: Facrs at 175 miles per hour
The idea hit TvB President Oliver Trev/ as lie rode into town one
morning a few week- ago win not a "memorj hank'" for the tele-
vision industn to provide those facts instantaneous!) which now
take advertisers weeks to assemble?
Treyz was reading a newspaper account of IBM's new 305
RAVI AC. an electronic data proc-
essing machine that holds live
million characters in its memory,
comparable to a housewife with
live million strings on her fingers.
Within two days, Treyz and TvB
were among the first organizations
in the country to order this unit.
The machine will he delivered
in about 18 months. Its potential
among advertisers will be limited
only by what information has
been fed into it and bv the imag-
ination of those who question it.
Through RAVI AC. agencies and advertisers will have instant ac-
cess to the most current facts and figures on television advertising.
As fast as new data become.- available, it will be stored in the
memorj of the machine for use the next minute or the next year.
An advertising agenc) seeking up-to-the-minute information on
sponsorship hislorv of auto tires might immediately receive a com-
plete rundown covering network and national spot bv time periods.
brands, dates, dollars invested, etc. in any conceivable form. Ilii-
is the kind of information that now takes so long to get its often
out of date before research is completed.
"RAMAC will be our highest paid employee since it rents for
13,200 a month."' Trev/ savs. "and will occupy the biggesl office.
It weighs two and one-half tons and measures 20 x 20 feet, but
that s nothing when you consider how man) miles of files it will
replace."
It types at the rate of !!() lines a minute, and stores its data on
electronized plastic disks which, as Trev/ puts it. resemble "instant
piz/a pies." The selector arm that plucks out and correlates these
disks travels at a speed of 17") miles per hour.
"It wont replace the timehuver." Trev/ savs. ""but it sure will
free him from the clerical work that now swamps him. It won't
cut down on agency's subscriptions to research either. \< tuall)
when the machine uets into use. it should open up manv new areas
for future research."' This is because it will— in addition to answer-
ing— keep track of questions asked, thus pointing up what informa-
tion is most sought and what jzaps in research should he covered.
Treyz envisions the machine as the brain-core of a television
information center to be known as TF.I.KYIC. and is trvini: to gel
those letters as a telephone dial number.
(For additional Newsmakers see next page.)
in the palm
of your
hcmd,~
The Surefire Method
of Boosting Sales . . .
... in this rich Oregon mar-
ket. KVAL-TV, Eugene, and
KPIC-TV, Roseburg.give you
the one combination that
brings you complete cover-
age of the Pacific North-
west's 5th largest market . . .
reaching 163,600 families
with spendable income of
$776 million! A great sales
potential, just waiting for
you!
Contact your Hollingberry
man, or Moore and Lund
(Seattle-Portland).
reaching
Oregon's rjch
2nd Market
in the
heart . . . of the
nation's timberland
EUGENE ■ CHANNEL 13
ROSEBURG • CHANNEL 4
SPONSOR
1.") OCTOBER 1956
1 3 1
*
SPONSOR
GOES
WEEKLY
27 OCTOBER
WITH A
FOUR-POINT
EDITORIAL
PROMISE
1, essential reading
2, useful reading
3, fast reading
4, easy reading
/ - omplete weekly wrap-up
in depth jor busy agency
and advertiser readers.
OUR 10th ANNIVERSARY
ISSUE ALSO!
l*&\
'-■
Joseph Daffner lias been appointed direc-
tor (>l advertising and merchandising for
Lanolin I'lns. Inc.. according to company
president Dr. J. Schultz. Daffner was
formerh \.p. (if \ore\ Laboratories, pro-
prietar) division of Schenlej Industries,
\iw York, where he was at the age of 34,
one of the youngest executives in the
company. Previous to his association with
Schenley, Daffner was with the Gillette Safetv Razor Co. and Dow-
Corning Corp. Lanolin Plus is now introducing its Lanolin Plus
Liquid— Medicated — to the facial lotion market over NBC's Break
the s 2 'U I. I II II I Hani, with Bert Parks and CBS's Same Thai Tunc with
George DeWitt. Current in-store merchandising plugs the new
product and ties it in with Parks' Break the $250,000 Hani..
Thomas D'Arcy Brophy, chairman of the
board of K & E has announced that the
theme for the National Advertising Week
celebration for 1957 will once again he
"Advertising Benefits YOU!" The slogan
has been used for the past two years.
Planned for the week of Februar) 10th.
the annual observance of the contributions
advertising has made towards American
expand into a varietv of new media not previous!) used.
Live broadcasts on radio and tv, animated film '"trailers'" for tv
and a new campaign of editorial and advertising fillers for maga-
zines were some of the ideas adopted b\ this vear's committee
of which Brophy is the chairman. Cunningham and Walsh will
a<l as the task force advertising agenc) for Advertising Week.
if.
the
pa\
•
Harry & Bert Piel reign supreme as
favorites of those t\ viewers who
verj close attention to the commercials,
according to surveys conducted bj the
American Research Bureau dining \la\
and VugUSt. Ham and Beit have been
with Piels for about a year now and prior
to iheii association with the beer companv
were irritating figments of the imagination
of Ed Graham, Jr. then on the V Si B. stall. It was V & l>. that
farmed the brothers out to I P\ where the\ have been cavorting
on celluloid ever since. Runner ups in the \l!l! surveys were com-
mercials foi Hamm's Beer (also LJPA), Raid and \lka-Seltzer.
When SPONSOR questioned the brothers I now vacationing on Piel
Island) about theil popularit) Bert replied, ""it s an amber paradox!
SPONSOR
l.~> o( n mi u !').,(,
The word is getting around! Fortune Magazine calls it
"The boom that runs a thousand miles." And also observes,
"With secondary industry yet to come . . . tfie Ohio boom is
still in its infancy."
The Magazine of Wall Street states:
"In this Valley of the Ohio history is being written. In a decade
modern pioneers confidently invested hundreds of millions in
neiv plants and still more are planned."
WTRF-TV, "wheeling, W. Va., is the Number One advertising
medium in this rich industrial heartland.
In any advertising campaign aimed at America's TOP markets,
remember the booming Upper Ohio Valley, and its dominant,
powerful advertising voice, \V TRF-TV, Wheeling!
ADD $300,000,000,00!
Olin-Mathieson Chemical and Re
vere Copper and Brass form Olin-
Revere Metals Corporation . . will
locate 23 miles south of Wheeling
, . . $23 I. mpany will
produce 18 tons ol primary
aluminum ;i year - . additional
225,000 kilowatt electrical -
ing unit to be construi ted I ■ ■
the aluminum plant.
xxa station worth watching''
wtrftv
Wheeling 7, West Virginia
For availabilities and complete
coverage information — Call
Hollingbery, Bob Ferguson,
VP and General Manager,
or Needham Smith,
Sales Manager,
Cedar 2-7777.
reaching a market that's reaching
SPONSOR • 15 OCTOBER 1956
316,000 watts
Equipped (or network color
new importance!
133
rOU MIGHT HIDE 1.1(71 WINNERS * —
BUT...
6-COUNTY PULSE REPORT
KALAMAZOO-BATTLE CREEK AREA— MARCH, 1956
SHARE OF AUDIENCE— MONDAY-FRIDAY
6 a.m.
12 noon
l2 noon
6 p.m.
6 [i m
midnight
WKZO
37%
34%
32%
Station B
19
19
19
Station C
8
9
9
Station D
7
7
7
Others
29
31
32
Sets-ln-Use
23.0%
23.0%
19.4%
VOTE: Battle Creek's home county i Calhoun) was included in
this Pulse samjiliiifi and provided 30% of all interviews. The
othei five counties: Megan, Hurry, Kalamazoo, St. Joseph and
I an Buren.
-TV-,
WKZO-TV — GRAND RAPIDS-KALAMAZOO
WKZO RADIO— KALAMAZOO BATTLE CREEK
WJEF RADIO — GRAND RAPIDS
WJEF-FM — GRAND RAPIDS-KALAMAZOO
KOLNTV — LINCOLN. NEBRASKA
Asjociatcd with
WMBD RADIO— PEORIA. ILLINOIS
YOU NEED WKZO RADIO
TO COME IN FIRST I
IN KALAMAZOO-BATTLE CREEK I
AND GREATER WESTERN MICHIGAN!
You don't need a form sheet to discover that WKZO is you
best radio buy in Kalamazoo-Battle Creek and Great!
Western Michigan.
Pulse figures, left, tell the story. WKZO gets between 6H9
and 94% more listeners than the next station — moriiinp
afternoon and night!
Your Averv-Knodel man has all the facts.
WKZO
CBS RADIO FOR KALAMAZOO-BATTLE CREE
AND GREATER WESTERN MICHIGAN
Avery- Knodel. Inc., Exclusive National Representative
;i
Jockey Johnny Longden set tins neu world's record «< Del 1/"'. California on Septembei I. 1956
SPONSOR • 1 5 0( TOBER L956
REPORT TO SPONSORS for 15 October 1956
( Con t\ lined from puqv 2)
One buyer's quiz What do buyers of time want to know from stations that are converting
re feature films to feature film in non-marginal hours? John Cole, Chicago McCann-
Erickson's media director, suggested the following items to SPONSOR:
(1) what signs are this feature programing showing of capturing the
market? (2) what kind of an audience composition is it getting? (3)
how many commercials are spotted in each feature, running (a) 60 min-
utes; (b) 90 minutes? (4) what established local personalities -
listing their background - are serving as hosts or hostesses for these
and (5) what is the pattern of audience turnover? (For article sur-
veying impact of feature film on spot, ratings, see page 27.)
-SR-
Campbell buying Franco-American, a division of Campbell Soup, is due back in radio
spot radio soon — about 20 markets — through Leo Burnett, Chicago. The product
is spaghetti and the objective: increase consumption in selected
markets where the distribution is especially good. Other radio buys
on the fire: (1) Vick's cough syrup (BBDO), 16 weeks of daytime min-
utes; (2) Roma Wine (FCB, S.F.), day and night minute saturation, 8
to 20 weeks in around 15 markets; (3) Welch Tomato Juice (Richard K.
Manoff), minutes and chainbreaks for 13 weeks and more early November.
-SR-
Lanvin adds radio Lanvin perfume is slanting its pre-Christmas campaign exclusively
for males at Xmas toward men on premise that during the gift season they buy practi-
cally 100% of all perfume. Throughout the year the male ratio of
purchase is 70%. In addition to I.D. packages in major cities Lanvin
will use a daily 5-minute Wall Street report in network radio. The
entire Lanvin account — exclusively tv and magazines the past 3
years - has been taken over by North Advertising, Chicago.
-SR-
Burnett sifting Leo Burnett has embarked on a study of its own to determine why
rating services there's such "wide variations" between the various rating services.
Upon the results of this study will rest the extent of the agency's
use of the Nielsen reports versus those of ARB and Pulse. Probe by
agency's media research includes asking each service to submit its
version of why ratings differ. Burnett is now buying a number of
Nielsen markets to test how this data compares with ARB and Pulse.
-SR-
UHF problem FCC's uhf proceedings appear to be stalled in dead center. Indica-
in deep freeze tions are that FCC will make no move toward solving problem of de-
intermixture of uhf and vhf markets or any related matter until some
overt action from Congress. Latest tipoff of FCC's attitude: parties
interested in uhf proposals have all the time they want to submit
additional arguments. Commission had previously set a 1 October
deadline.
-SR-
No exclusive ally For the nostalgically inclined the date, 29 October 1956, represents
for soap operas a kind of end to an era. For the first time since the advent of the
soap opera in network radio there won't be a single soaper with a
single sponsor. The last one of that breed, "Aunt Jenny," (Lever
supported for many years) will have departed the day before. For
the soapers on all nets it's now segment or minute participations.
SPONSOR • 15 OCTOBER 1956 I ! )
SPONSOR
SPEAKS
Our last bi-weekly
This is the lasl bi-weekl) SPONSOR,
the 220th issue we've put to bed in 10
years ol publishing. Perhaps we should
reminisce about that decade. It's been
good to us. But were so loaded-down
with thoughts and plans for the new
SPONSOR weekly to be unveiled 27 Oc-
tober that we have nowhere to look
but forward.
Perhaps we can look forward and
backward at the same time by telling
you how the new weeklj will compare
with sponsor bi-weekly. I We're saving
our nostalgia for the 10th anniversary
section in the 27 October first wcckK I.
In some respects you'll find the 27
October issue of SPONSOR a brand-new
magazine from the new cover color
(bluet to the new headline type (a
modern, sans-serif face I . But the haul
core of SPONSOR will remain un-
changed. Il will continue to be the
interpretive article magazine of tele-
vision ami radio advertising. It will
continue to campaign hard for indus-
tr\ issues, just as the monthl) and
later the bi-weekly SPONSOR fought
year after year for industr) improve-
ments like the establishment of an
RAB and TvB, an industry tv set
count, the publication of spot spending
figure-, and dozens of other vital
causes.
On top of our nucleus ol use articles
(which you'll find made shorter and
easier to read by near eliminations of
jumps), we've added mam new dimen-
sions. SPONSOR weeklv will be a news
magazine covering only the essential
new- ol the week. We will cover the
news in these six basic ways:
1. Through a weekly newsletter
called SPONSOR-SCOPE which will boil
down the most important events of the
week for busy advertising executives,
concentrating only on that which has
greatest significance — and drawing
conclusions.
2. Through a departmentalized news
section which will make it easy to find
news of each branch of air advertis-
ing. This section, which will be called
News & idea WRAP-UP, will have a
unique ingredient. In addition to
quick-reading news, it will contain in-
formation of a type which has rarelv
been published before — ideas in use at
companies throughout advertising and
broadcasting.
3. Through profiles of people mak-
ing the news in the form of a new fea-
ture, Newsmaker of the Week.
4. 1 hrough a report from the na-
tion'.- Capital, Washington Week.
."). Through a report called sponsor
Hears which looks ahead of the news
to coming developments.
6. Through up-to-the-minute reports
on upcoming spol t\ and radio cam-
paigns called Spot Bu\s. We're pin-
ning some of our fondest hopes on this
feature and we've set for ourselves the
highest standards of accuracy, signifi-
cance and completeness.
SPONSOR'S combination of slick arti-
cle- and extensive news coverage is
unique in publishing industr) history.
SPONSOR is the first publication to at-
tempt to blend the two.
^ mi. the reader, will be the judge of
how well we've done with our con-
cept. \re we meeting the following
basic sponsor goals?
1. Giving you a magazine which is
easy to read, pleasant to read, quick to
read, and highlv useful?
2. Giving you a magazine which
covers the essentials of television and
radio advertising in terms of facts,
figures and analysis and the heart of
the news.
Farm trend to watch
There are three reasons why special
attention should be paid to the farm
market by advertisers. First, it's big.
Second, it's changing fast. Third,
things are happening to farm radio-tv
programing.
Most advertisers who go after the
farm market are alert to its size and
dynamics. But it's not at all certain
they're wise to the fact that many sta-
tions have been quietly expanding
their farming programing. About a
third of all radio-tv stations answering
sponsor's questionnaire for the cur-
rent Farm Section reported they bad
increased their farm programing dur-
ing the past 12 months (see page 30 I .
We can only conclude that this is
being caused bv more business, more
audience or both. And that's a tipoff
that farm radio-tv is a fertile medium.
10-SECOND SPOTS
liltlni lias gel up an internal cam-
paign lo encourage employee use of
clients' products, and is stuffing little
enclosures into the pa) envelopes of its
2. 1 (to emplo) ees. ( me goes this wa) :
"I onfucius -av . 'BB1 •< lers w bo bu)
competitive product gel pav check
from wrong agency.' No mallei whal
Confucius -av. we sav the shock of
finding any little slip in our pav en-
velope might make u- too nervous to
i emembei out ow n name let alone a
brand name.
Grej Matter, house organ ol Gre)
Advertising, also feels people who
market brand- ""believe in the brands
lilt loo inanv ol lliem don I live the
belief," and that along \d \llev vou
hear calls for martinis, manhattans,
scotch-on-the-rocks, but rarel) a call
for a specific trade name. \ reforma-
tion could result in novel bar-order-:
1ST ADMAN: \ Blood) Mar) with
Wolfschmidt vodka and Campbell's to-
mato juice. 2ND \l)\l \\: The same.
onl) make mine with Smirnoff and
Heinz. 3RD \l>\l W I gol no liquor
hi ounts, so lemme have an Esquire
Bool Polish.
\\ e are glad to report that all
those afternoon meetings earlv last
week that lied up so main kev agenc)
personnel were of a veiv -cries nature.
Perils of running long: Winding
up his CBS T\ Sunday Xews Special
last week Walter Cronkile rushed into
In- familiar close: "Thai s the news
and this is Waller (jonkile reporting
from Maine to the Rockies and say-
ing " The nexl thing the WCBS-T\
audience beard wa- "Baaah, baaah.
baaah," as little Sominex -beep leap
over a fence into the commercial.
| !6
SPONSOR
.) <i< TOBER 1956
IN KANSAS CITY
^"" "\
\
If you want \
o
pea-shooter power.,
there's a place to go
but if you want
50,000 watt coverag/
in radio,
its KCMO
« . p r . . . i, i . d by (ATI AGENCY INC.
JOHN BLAIR & CO. BIAIR TV. INC.
MEREDITH Radio a«d 7ckvii<o« STATIONS
affiliated with HclIlT Illlllli'S and liill'dl'IIN and Successful Farming magazines
16
%
Drug
Dominance
Market figures prove families living in
WXEX-TV Grade B area spend 16.7% more
on drugs* than families in Grade B area
of any other Richmond market TV station
Amount Spent on Drugs by Grade B Area Families
Percentage
WXEX-TV
Station B
Station C
$12,205,000
$10,130,000
$10,155,000
100%
83%
83.3%
*Cosmetics, toiletries, hair preparations, packaged medications
Source: Sidney Hollander Associates
Tom Tlnsley, President
NBC BASIC-CHANNEL 8
Irvln G. Abeloff, Vice Pres.
National Representatives : Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Forjoe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta.
RECEIVED
27 OCTOBER 1956
40< a copy • S10 a yaar
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
SP D 12-56 94
MISS MILDRED L JOY
K'3C RM 274
?o pocHF.FELLEH PLAZA
NEW YOPK 20 N Y
THE AGENCY
RETURN TO TV
SHOW CONTROL
tiit I
)
IS Stations doing?
WDGY. Minneapolis-St. Pavl
in lirst place, per all-day Hooper average! 8
tacular growth per lal si '• sen, and per latest Pulse.
Talk to JOHN BLAIR oi WDGY GM Steve Labnnski.
KOWH,
Omaha
Now in its sixth year of lir>t place dominance. I.
Hoopei 47.7',. First on latest •
in nil time periods. Contact ADAM JTOUXG INC.
or KOWH liin.r.il M;in;ig«-r Virgil Slmrpi-.
■ Kansas ( 'ity
First per Hooper, first per Area Nielsen, first per Area
-* per -x' ' • enewal rate ai
top 40 ai j proves vitality. S JOHN I'.I.AIi;
or Willi GM George W. Armstrong.
WTIX.
Xeu < > i lean -
Still rocketing, still in firal with increasing marg
all the time, per latesl Hooper. And wait 'til vo
Is.-. Ask ADAM i'OUNG INC or" WTIX
GM Fred B rtl ■ son.
WQAM, Mmnii
Now bri aging SI - tement to
;ill of Southern Florida, with 5, watts on 560 kc.
\[ is already a fine Miami buy, as JOHN BLAIR oi
GM J - dler will d strati
lUtft radio for today's tailing
The Storz Stations
Todd Storz, Proildont
Agencies seek supervision
rights without full pro-
duction headaches. "Co-
production" is pattern.
They won't finance shows,
or sink money into talent
Page 27
How BBDO uses
spot radio's
flexibility
Page 30
Westinghouse
nine-month
comeback plan
Page 32
ANNIVERSARY
TOP PROGRAMS
OF 2 NETWORI
in ST. LOUIS
HtprewnUd Nationally B/ TH[ KATZ AGENCY INC
You Get MORE on
C_3
Latest Neilsen*survey reports
HMMi
TV homes in the TERRE HAUTE
viewing area!
*SPRIN6 1956
• 69th TV MARKET
• CBS, NBC & ABC
Television Networks
TERRE HAUTE, INDIANA
CHECK WITH
BOLLING CO.
NEW YORK
CHICAGO
LOS ANGELES
SAN FRANCISCO
SPONSOR • 2, 1H.TOBKK 19.">()
27 <>< TOBER 1956 VOL. 10. NO. 22
SPONSOR
THE MAGAZINE TV AND RADIO ADVERTISERS USE
DIGEST OF ARTICLES
Madison V\e. is back in show business
27 ' '" '"''' 's turning in i\ show production. Major agencies todaj are a<
quiring control over programing content but without becoming packagers
Kit I Ml". I y.K) spot radio approach
30 Hen'- how BBDO applies its new evaluation ol radio's role in terms of
campaigns f"i- its own clients. The keynote, as you'd expert: flexibility
The Westinghonse nine-month comeback plan
32 ^'r media are the spearhead as Westinghouse fights to overcome effects
nl crippling strike with largest budget in its history $32 million
The first Mr. Sponsor: Cameron Hawlej
35 He's quite a guy, the author of "Executive Suite" and the first ad nun
ager sponsor evei profiled. Here are his views — sizzlers — on tv radio
Detroit's «pol Strategy a media MooVl-T?
38 Buyers in Detroit may follow a humdrum pattern but here's how media
salesmen have contributed to misuse of spot by most automobile makes
The lop 100: then and now
40 ^ comparison "1 advertising in 1946 and today, sketched against the
backdrop of the single most abudant decade in America's economic life
lOlli anniversary seetion
9Q \ cavalcade of (1) the campaigns which SPONSOR has fought; (2 1 the
events which have reshaped the industry in a decade of constant change
FEATURES
18 Vgencj \d Libs
22 19ih and Madison
48 M i. Sponsor
5 7 New and Renew
66 New - & Idi a \\ iap-Up
6 New -maker of the W i'k
95 Reps at Work
54 Sponsoi isks
84 Sponsor Hears
9 Sponsor-Scope
164 Sponsor Speaks
63 Spot Buys
88 Telepulse
164 Ten Second Spots
14 Timebuyers at \\ oi k
86 Tv Results
90 T\ and Radio Newsmakers
81 Washington Week
Editor and President
Norman R. Glenn
Secretary -Treasurer
Elaine Couper Glenn
Vice President-Genl. Manager
Bernard Piatt
EDITORIAL DEPARTMENT
Executive Editor
Miles David
News Editor
Ben Bodec
Senior Editors
Alfred J. Jaffe
Evelyn Konrad
Jane Pinkerton
W. F. Miksch
Assistant Editors
Robert S. Solotaire
Lois T. Morse
Joan W. Holland
Erwin Ephron
Contributing Editors
Bob Foreman
Joe Csida
Art Director
Phil Franznick
Photographer
Lester Cole
ADVERTISING DEPARTMENT
Advertising Director
Arnold Alpert
New York Manager
Charles W. Godwin
Midwest Manager
Kenneth M. Parker
Western Manager
Edwin D. Cooper
Production Manager
Jean Engel
Advertising Staff
Charles L. Nash
Marilyn Krameisen
George Becker
Circulation Department
Beryl Bynoe
Emily Cutillo
June Kelly
Administrative Coordinator
Catherine Scott Rose
Accounting Department
Laura Oken
Laura Fazio
Secretary to Publisher
Carol Gardner
COMING 3 NOVEMBER
\\ In re does the monej go?
Dollar-by-dollar, here's an accounting ol where a clients expenditure
lii> a film commercial which i- neither a quick) run an extravaganza
l)n reviewers know \ei i\ Shows from Local?
Manj feel th< icl a how is network lends prestige. Km do viewers
know a network show from a Bpot-placed film show? Here's one answer.
SPONSOR PUBLICATIONS INC.
combined with TV. Executive, Editorial,
Circulation and Advertising Offices: 40 E.
49th St. I49th & Madison) New York 17.
N. Y. Telephone: MUrray Hill 8-2772.
Chicago Office: 161 E. Grand Ave. Phone:
Superior 7-9863. Los Angeles Office: 6087
Sunset Boulevard Phone: Hollywood 4-
8089. Printing Office: 3110 Elm Ave..
Baltimore 11. Mil Subscriptions: United
States $10 a year. Canada and foreign
$11. Single copies 40c. Printed in U.S.A.
Address all correspondence to 40 E. 49th
St., N. Y. 17, N. Y. MUrray Hill 8-2772.
Copyright 19S6
Sponsor Publications Inc.
A
QUARTER
will go
a long way
these days on WHO Radio!
Take 12 noon to 7 p.m. as an example . . •
w.
HEN you consider that a shoe shine plus
tip now costs you a quarter almost anywhere,
twenty-five cents invested in radio is a tremen-
dous value — especially on WHO Radio!
LET'S LOOK AT THE RECORD . . .
On WHO Radio, a 1 -minute spot between
12 noon and 1 p.m. will deliver a mini-
mum of 100,058 actual listening homes,
in Iowa alone!
That's at least 405 homes for a quarter, or
1000 homes for $.62— ALL LISTENING TO
WHO!
That's the measured minimum. Over and
above this proven audience, 50,000-watt WHO
delivers thousands of additional listeners via
Iowa's half million extra home sets and half
million car radios — plus a vast bonus audience
in "Iowa Plus"!
Your PGW Colonel will be glad to tell you
the whole story on WHO Radio.
(Computations based on projecting Nielsen
figures and 7955 loiva Radio Audience Surrey
data against our 26-time rate.)
WHO
for Iowa PLUS!
Des Moines . . . 50,000 Watts
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Peters, Griffin, Woodward, Inc.,
Exclusive National Representatives
sponsor. Volume 10, No 22 0 .,kiv bj SPONSOR Publications Ini I ' irculallon OB 19th St No»
\<>ik 17. Printed at 3110 Kim Ave., Baltimore, Md. {10 a real In 1 9 HI el ewhen Entered as second class matter 29 i , ., is;.,
this i> S*^\
the lady of jf ^
the house that
o
built . . .
,and, in 0110 day, she welcomed 180,000 people into her home.
On September 23rd the welcome mat was out early in the morning at
the houses that HOME had built in 30 cities across the nation. By the
end of the da) 180,000 people had accepted Vrlene Francis" invitation
to visil and the dazed builders were sitting hack counting their orders
and getting ready for the next day. Since the opening there have been an
estimated hall million \ isitors— and the lines haven't stopped yet. This
was the climax to HOME'S year-long project that Variety called "television's
most fabulous promotion". ..and another tribute to the drawing power of
HOME'S hostess, Arlene Francis. But the builders themselves tell the story
best. Here are some
comments: "12,000
people viewed the home . . . an almost unbelievable record." Washington.
D. C. "I am flabbergasted at the response ... needed police direction for
traffic . . . constant line throughout the day." Canton, Ohio. "Reaction was
tremendous ... the most talked about home in the area." Grand Rapids,
Mich. Participating advertisers, too, are overjoyed because these houses,
featuring their products, have become the number one housing attraction
wherever they've been built. \\ ith renewals starting to come in for 1957,
find out now how Vrlene Francis and The House That HOME Built can
(it in with your plans. Your NBC Television Network sales representative
will be happ) to give you the full story. NBC TELEVISION
Since the sternwheelers first
opened our Ohio River Valley to
large-scale trade, this region has
constantly steamed ahead to
greater industrial records.
Today, its array of manufactur-
ing is the most vast in America
... a solid head-of-steam typified
by our own doorstep counties of
Cabell and Kanawha (the Hunt-
ington-Charleston area) where —
say preliminary reports of the
new U. S. Census of Manufac-
tures — the value of industry
alone is up 55% since 1947,
currently over one billion dollars!
This is only part of what you can
command with WSAZ-TV. Sur-
rounding our near-quarter-mile-
high tower lies America's 23rd
television market — four states
wide, four billion dollars deep in
buying potential. You leave a
smart wake when you sail aboard
WSAZ-TV. Any Katz office can
make out a profitable bill of lad-
ing for you.
HU/NTI/NGTON-CHARLESTOM, W. VA.
IT. B.C. NETWORK
AHiliated with Radio Stations
WSAZ. Huntington & V/GKV, Charleston
LAWRENCE H. ROGERS, PRESIDENT
Represented by The Katz Agency
week
Leonard Goldenson: his eye is on 1957
!l words won'l make il clear. Leonard Goldenson will draw \ou
a picture. \\ hat he wants at ABC is decentralization of responsibil-
ity and -iron- teamwork. He drew the picture for SPONSOR simpl)
b\ asking Oliver Treyz and Don Durgin l<> join a question-and-
answei session with him on where \BC is headed. That's the wa\
he works. Treyz, who resigned two
week- ago as president of TvB. is
now head of \BC TV. Questions
about the l\ network are his to an-
swer. Durgin, who was hired orig-
inal!) at ABC by Treyz in 1951. is
in charge of the radio network, so
\ on talk radio with him.
"Maybe."" sa\s Goldenson, with
an infectious smile, "the boys ysill
sa\ something I can hold them
to later."
Goldenson is building his ad-
ministrative team now for an all-
onl drive next fall. He knows what it is to get started late on fall
planning. When United Paramount Theatres (UPT) merged with
ABC in February 1953, they weren't ready to move until spring —
late for starting fall programs. He isn't taking any chances now.
Everything is aimed at the big push next fall.
Goldenson sees J()57 as \er\ possibly the year when net profits for
ABC will begin to overtake those of UPT. I'p till now the cash re-
serves of UPT have been building ABC.
"We have reached one plateau," Goldenson sa\s. "Now we're
ready to move upward to the next."
The new pattern of management will be manpower in depth. I ntil
this is underway, Goldenson "w ill continue as acting president. He
now devotes 100' < of his time to the job at \BC. But will be kept
in touch with the theater and record divisions.
On special projects at \BC. Goldenson will be assisted b\ John
Mitchell, who was v.p. in charge of the tv network under recently-
resigned Robert Kintner, and now has the title of special assis-
tant to the president. A new president will be named, though not
immediately. Goldenson doesn t know how soon, but expresses the
hope it will be someone from within \BC. Meanwhile, if any new
executive personnel are brought in. it will be b\ Treyz or Durgin.
"Programing strength.'" Ollie Trc\z sa\s. "will be the kc\ to the
"57 push. In t\. we'll not onl\ secure new film, bul new live show-.
If vim ha\e programing strength, clearances arc no problem.
Goldenson and Treyz feel strongl) on this point. I hi^ year, with
billings running s2l_'..''> million ahead ol the first eight months of the
last year, \BC T\ is getting about l<>'( of all net t\ business. Their
ej es are on a largei slice of the pie.
Goldenson is making the rounds ol k<-\ agencies on a "get-ac-
quainted"' basis. But not a- ~tai salesman. He leaves thai to his
team of Treyz, Durgin and company. ^
SPONSOR
27 OCTOBER 1(L><>
#
AMERICA'S RICHEST AND
MOST PRODUCTIVE MARKET
HOUSTON
wn^
/
Everyone
i
!/4 OF TEXAS
V* of all Texas buying income,
over 600,000 families with 475,-
000 television sets, make up the
rich Gulf Coast Area, including
Galveston and Houston.
^
Charted in proportion
to effective buying
income for counties
included in KGUL-TV !
coverage area.
GALVESTON
in the Texas Gulf Coast Area
is sold on KGUL-TV
The only station that delivers a primary city
signal to Galveston and Houston,
KGUL-TV is top preference in prime time* with
the most popular nighttime program, the
largest average audience and the highest
number of quarter hour firsts.
(Source: ARB, July, 195©, 7 days, 6 P. M. Midnight)*
GALVESTON, TEXAS
Represented Nationally by
CBS Television Spot Sales
SPONSOR • 27 OCTOBER 1950
WGAL-TV
LANCASTER, PENNA.
V
in the channel 8 multi-city market
People make a market, and the
3V2 million people in the Chan-
nel 8 Multi-City area make it
one of your most important TV
markets— America's 10th. Here
3V2 million of your prospects,
owning 917,320 TV sets, have
$5V2 billion to spend annually.
STEINMAN STATION Clair McCollough, Pres.
Representative
the MEEKER company, inc.
New York • Chicago • Los Angeles • San Francisco
xI'oymh; • 2, OCTOBER L956
27 OCTOBER
Most significant tv and radio
news of the week with interpretation
in depth for busy readers
SPONSOR-SCOPE
The spark that really could fire up top national advertisers' enthusiasm over
feature films for spot tv was struck this week.
MGM's super-specials on KTTV, Los Angeles, got sensational ratings on the first Friday
night spin. So now:
Colgate, pioneer sponsor of the KTTV series, has asked the Ted Bates agency to see
how the project would fit into other markets.
Bristol-Myers has instructed Young & Rubicam to 1) scout out the latest data on fea-
ture films, and 2) work on a list of time and quality film availabilities in selected markets.
American Tobacco likewise seems interested in experimenting with the exclusive un-
derwriting of feature films in local markets.
Here's how Bristol-Myers explains its aim to SPONSOR: "We are interested in filling
coverage gaps — spots where our seven network shows can't do it all. You might call it a
'fill-in' operation."
Lever Bros., on the other hand, hasn't joined the enthusiasts. Apparently
Lever is going to wait and see. Its attitude is that feature films for local use are awfully
expensive; that the money would have to come out of other segments of the tv budget — net-
work franchises, perhaps, and they are an investment not to be tampered with lightly.
Indeed, Lever's somber analysis — made after much intramural soul-searching — also raises
these questions: Is Los Angeles, the nation's most movie-struck city, really a good yardstick
for the rest of the country? And what if a couple of stations loaded up with quality film prod-
uct against each other in the same market — would the divided audience be worth the price?
You can bet that this debate is going to be one ol the most far-reaching pieces of action
on the tv front for months to come.
In case you're wondering where all that network radio money is coming from
this fall, the answer is "Both inside and outside the family." SPONSOR has tracked down
the outlays of two of CBS's biggest radio customers — Colgate, Standard Brands — and finds:
The bulk of Colgate's $3-million expenditure on that network is the result of a new divi-
sion of radio and daytime tv funds.
Standard Brands — booking $3.5-million — is using quite a bit of what might otherwise
have gone to the printed media.
Stations that don't post all their package plans — and that includes tv — on
their rate cards are beginning to burn the agencies up.
Especially articulate about this is Leo Burnett. Len Matthews, LB's media director, told
sponsor he's finding it quite embarrassing, to say the least, to learn, after signing a tv con-
tract in a far west multiple station market, that the competition got a cheaper deal.
Agency insistence that NBC and CBS modernize their client "exclusivity"
clauses is mounting.
These clauses specify that there must be a half-hour interval at night between the pro-
grams of competitive companies.
Revision advocates claim the rule i8 a hangover from early radio days and totally out of
joint with modern business growth.
By way of illustration, they cite the diversification of P&G. It not only sells many types
of soap but is in the drug, food, and paper products fields. In short, P&G is really not one
company — it's many companies, hence gets undue benefit from one umbrella.
SPONSOR • 27 OCTOBER 1956
^ •:? SPONSOR-SCOPE continued . . .
The revisionists suggest that the networks (1) cease granting blanket protection;
and (2) stipulate in each contract what specific product or brand area is protected.
The present situation, say the objectors, is too vague to be healthy for the networks or
advertising in general.
For once Hollywood is on the sober side of a debate. Out of Hollywood's tv film
circles comes this reverse-English episode:
Phil Rapp, producer-director of The Adventures of Hiram Holliday, wants the laugh
tracks eliminated from the eight episodes of this series remaining in the can. Siding with
him on this issue is the star of the program, Wally Cox. Their case: The show is basically
satire, not farce comedy, and will gain a better reception if offered as such.
Sponsor General Foods and agency Young & Rubicam apparently don't agree, want the
laugh track left in.
NBC would like to convert the tv shows it controls to color and get sponsors to
pay an additional 30% tariff on them as of next fall.
General Foods, which buys Roy Rogers and Adventures of Hiram Holliday from NBC,
already has been contacted on the proposition. The GF agencies involved figure the hike —
providing the client renews the shows — will come to between $8,000 and $12,000.
Lever Bros., which buys Sir Lancelot, anticipated NBC approach commenting: It might
be more equitable to limit proposed colorcasting to once or twice a month for a starter.
Norman (Pete) Cash takes over as new TvB president on the verge of a sales
staff expansion and a fistful of research projects. Recently resigned, president Treyz,
now head of ABC TV, is delighted with new appointment and is helping out during transi-
tion period.
The research schedule for 1957 dramatically includes a study of advertising messages
vs. buying. That is, TvB will correlate data on listening, reading, and viewing with pur-
chases of the various products.
Data currently are coming in from Pulse showing (1) the audience for newspapers and
tv by hours of the day, and (2) total time spent with each medium. There also will be figures
on family characteristics, pantry inventories, etc.
Needless to say, Cash need fear no lack of attention once this material gets into the hands
of the trade.
Latest agency problem created by the snowballing trend toward product diver-
sification concerns Bulova and McCann-Erickson.
McCann's list includes American Safety Razor and Mennen's. Bulova hopes to intro-
duce an electric razor early next year. But it doesn't want to be allied with an agency that
sells other beard-removing articles, too.
Combined, the ASR and Mennen budgets edge over $4-million. But here's the teaser:
With $2-million added to exploit the electric razor, Bulova's budget could run to $6-million.
Within the comparatively short time Bulova has been at McC-E it has had three top man-
agement men overseeing the account: Terry Clyne, Emerson Foote, and now Tom Losee.
The showing that's made by The Wizard of Oz in the Ford Jubilee spot on CBS
next week (3 November) could radically alter the attitude of admen toward box-
office-proved feature films on networks.
Here's why agencymen consider Wizard so important: (1) it's American-made (2) the
period is prime time, and (3) it's pitted against normal competition.
Says an official of an agency doing about $80-million in tv: "If Wizard of Oz beats nor-
mal competition decisively, we'll again ask several of our clients to consider co-sponsoring
a few of the ultra-boxoffice features still in the vaults."
10 SPONSOR • 27 OCTOBER 1956
These are the days that try the souls of agency tv heads.
Practically all the new show ratings this fall either are disappointing or apprecialiK
below expectation.
So the top programing minds of several agencies are scrambling toward Hollywood
with a pulmotor. They hope to save filmed stuff not already in the can and pump oxygen
into live shows whose format is unimpressive.
The tv stakes in terms of billings are tremendous, of course. Agencies with faltering
programs can't afford to wait much longer for audience accumulation — or nurture the hope
that the likes of Laurence Welk are soon bound to lose their mystic magnitism.
These likewise are the days that are calculated to give agencies an opportu-
nity to prove that the 15% they collect on packaged programs is eminently
justified.
Meantime, there is this silver lining: in some agency tv departments, veterans of radio
days are still around: they remember how to take crises in stride and get faltering pro-
grams on the rails with deft and authoritative nurturing.
Apparently, the old hands are moving upstage again, and the slide-rule boys
are begining to find themselves in the wings.
Note that the meeting of the Assn. of National Advertisers in Chicago last
week restored broadcast media to the agenda. NBC Radio's new concept of "Imagery
Transfer"' got quite a play.
M. H. Culligan, v.p., in charge of the NBC radio network, hammered out dollars-and-
cents sparks with his exposition of the "imagery transfer" tool. Radio, he said, is the per-
fect medium for projecting to the "top of the mind" images that the consumer has set up
regarding an advertiser's product and then spurring him to act on this recollection.
Meantime, Richard A. R. Pinkham, NBC v.p. in charge of advertising and promotion,
claimed that color tv is moving at such a pace that Sponsors will be investing $150-
million in network color by the end of 1957 and £600, million by 1960.
The only time the 15% commission came up at the advertisers' Chicago get-together
was via this progress report: Albert H. Frey, Dartmouth professor, had been retained to
make an objective study of the modern agency functions and services so the ANA special
study committee on agency participation methods will be in a better position to
determine the value of the modern agency's contributions.
Feature pictures ""fronted" by local personalities may prove an effective combi-
nation for national spot accounts.
John Cole, media director of McCann-Erickson, Chicago, feels the idea has a two-fold
value because of: (1) integration of familiar people into the show, and (2) availability
of a live person to give the commercial, lending endorsement of the product.
CBS TV advertisers are going to get the biggest co-op audience promotion
campaign the network ever has staged.
Nearly 100 stations have been lined up to participate in "blitz" newspaper advertising,
set to roll immediately after the elections.
The campaign entails 3,000 to 3,500 insertions in 300 to 350 newspapers; 400-line ads
seven nights; supplementary layouts highlighting Monday through Friday daytime programs,
Saturday daytime shows, and S»nday lineups.
The changeover from daylight time in many areas is another factor in the
scheduling of the splurge.
Leave it to Gillette to come out with some new merchandising twist before con-
sumer interest in its previous sales hypo fades.
The new item that Gillette is putting on the market is a prestige razor. It comes in
three pieces and sell for $7.50.
SPONSOR • 27 OCTOBER 1956 11
SPONSOR-SCOPE continued
Testing is now going on via tv spots in Milwaukee and Fresno. Maxon, rated as one of
the most conscientious merchandising agencies in the business, has Ray Stone doing the time
contracting.
In marketing circles Gillette, which spends around 659c of its $17-million budget on
air media, is respected as a counter display snatcher. Its chief device: new promotions at
well-timed intervals.
Media planners will want to take a close look at Nielsen Coverage Service No.
2, ready for subscribers next week. Here's why:
1. It makes possible more precise comparisons between station coverage profiles.
2. It gives a sharper picture of the differences between day and night viewing
and listening.
Nielsen started this type of probing in 1952. Now, when you see study No. 2, you will
note that:
The pre-freeze tv stations (there were 108 of them in 1952) have held up espe-
cially well in coverage command. As a whole, they bettered their coverage by 50%
daytime and 60% nighttime. Those with the biggest improvement had changed to a better
position on the dial.
As daytime programing expanded, viewing per home went up — but, curiously, the bulk
of this increase went to one or two stations in a market, instead of spreading over the
field. (Likely reason for this: CBS consistently has been in the vanguard of daytime program-
ing; NBC's current push in that direction perhaps wouldn't show up in the figures).
There's plenty of prime time to be had on CBS TV.
You can take you pick of four half-hour alternate sponsorships and, if you pass muster
with Westinghouse, you may support Studio One alternate weeks.
Monday night there's Talent Scouts (8:30), Oh, Susanna (9:30), and Studio One (10).
Tuesday it's a 10:30 show not yet set by L & M cigarettes. A half hour of Arthur Godfrey
Time (8:30) is open Wednesday.
Bill Craig, who ranks as the biggest buyer of radio and tv shows and commercials, is
leaving Procter & Gamble to do business on the other side of the counter.
He joins the William Morris talent agency 15 November as collegue to Wally Jordan,
v.p. in charge of tv and radio sales.
As a sidelight, Tom McDermott of Benton & Bowles and Red Erickson of Young & Rubi-
cam are giving Craig a party "to meet agency people." Craig should feel right at home
when he gets there ... he has been dealing with only seven agencies while at P&G.
Scott Paper, Madison Ave. feels, has its ear open for a bid on its §10-million
advertising-promotion budget.
What makes the situation interesting is the fact that the chairman of Scott's present
agency, J. Walter Thompson, is a Scott stockholder and director (Stanley Resor). The
account has been with JWT since 1927.
Observers think Scott's receptive mood may stem from (1) the question of the extent
an agency should participate in marketing, and (2) some changes in top management.
Related financial facts about Scott: Net sales for the fiscal year ending 30 June were
$133,441,349, as against $125,826,112 for the preceding year; income before taxes was
$23,161,753, compared to a previous $23,104,714.
In the first half of this year Scott spent about $3.5-million in network tv.
ConrrUht 1956. SPONSOR PUBLICATIONS INC.
12 SPONSOR • 27 OCTOBER 1956
On keeping lean...
Some businesses ('tis sad l>nt true!)
Grow l>i?-; and tat — and lazy. ton.
But why lose all that \im and vigor
Just because one's getting bigger?
It's not impossible, we mean.
To ^i'iiw quite large — and yet keep Lean.
Young & Rubicam. Inc.
ADVERTISING
New York • Chicago • Detroit • San Francisco
Los Angeles • Hollywood • Montreal • Toronl
Mexico City • San Juan • I. .union
SPONSOR • 27 OCTOBER L956
13
RADIO
can be SEEN
AND HEARD
( her two million Southern Cali-
fornians have SEEN us well as
heard KBIG during 1 !••">().
Most of them have me1 peripatetic
Stu Wilson, special events director
of the Catalina Station, at scores
unty Fairs and Civic cele-
brations in all eight Southern
California counties. (That's Stu
above, pictured with the Volks-
wagen mobile radio studio in
which he and his fellow KBIG
disc jockies broadcast away from
home, i
Thousands have visited KBIG stu-
dios on Catalina and watched or
participated in Carl Bailey's "man-
on-the-dock" show ;it Avalon pier.
Climax of K HIC's year-round phi-
losophy of bringing radio to the
people was origination of ALL
programming for seventeen days
before a million visitors at the Los
Angeles County Fair, world's
largesl
With Fair seas ioncluded, KBIG
now is injecting excitement into
its basic formula of "the music you
like and just enough news" by
broadcasting nine Saturdays of
Pacific Coasl Conference foot-
ball . . . fitting companions to
KBIG's -prill- sports headliner,
the Indianapolis 500-Mile auto
race classic.
Anj KBIG or Weed man will be
glad to interpret how this \ ilirant
station personality tic the vitality
of your advertisin
JOHN POOLE BROADCASTING CO.
6540 tuntK Blvd.. Lot Angcloe 28, California
T»l»phon»: HOIIywood 3-3705
Nat. Rep. WEED and Company
I I
Timebuyers
at work
Murray Roffis, broadcast media supervisor at McCann-Erickson,
\ru ^ oik. predicts that 20-second chainbreak announcements will
become antiquated in radio in the not-too-distant future. He
points out that this type of announcement was principally de-
signed to secure adjacencies to high-rated network programs. But
today, he sa\s. "with an abun-
dance of local music and news
programs in most markets, the
necessity for 20-second chainbreak
copj no longer exists in the buying
of spot radio. In addition, he con-
tinues, "these 20-second announce-
ments are not practical Inns." He
cites as the reason the fact that
main stations charge the same
rate for a 20-second chainbreak
announcement as the) do for a slot
of 60 seconds" duration. Roflis"
feeliiiii is that if a shorter announcement is needed to function as a
reminder message, the timebuyer should consider the "quickie" or 10-
second message. "This." says lie. "will (ill the lull at less cost and
in addition it will permit the buyer to purchase a schedule of
much greater frequent \. Main agencies are already aware of this,
luit for the sake of economy others should recognize this fact.
Don Foote, all-media Inner at Krwin. W ase\ \ Company. New
York, from his experience says. "A buyer should never forget that
the purpose of spot buying is to sell a product, not to pile up
rating points. Commercial effectiveness can often be lost in high-
rated morning radio time which often features a commercial everj
three minutes and allows onlj a 1".
dtt'tv minute separation between coin.
m ^k petitive products. This same loss oi
■ ctTectheness can hold true for
commercials slotted back-to-back
in television mm ies. A buyer
should attempt to educate his ac-
< < m nt -roup and client to the fai I
that the highest rated time period
nun not necessariK be the best.
Buyers should also attempt to per-
suade the client to allow them more
flexibility in the purchase of media.
Instead ol Inning to purchase poor adjacencies, a Inner should be
allowed I" spend the n dollars allocated to a market in another medi-
um. Ii max then be possible to schedule 2u or 30 radio announce-
ments oi 1.000 lines in newspapers for the cost of one u period. If
an advertise] will ni\e the timebuyer this type of flexibility, he will
find himself with a verj definite advantage over his competitors."
/
\
SPONSOR
2, OCTOBER 1956
17.9% Auto
Dominance
Market figures prove families living in
WXEX-TY Grade B area spend 17.9% more
on autos than families in Grade B area
of any other Richmond market TV station
Amount Spent on Autos by Grade B Area Families
Percentage
WXEX-TV
Station B
Station C
$170,145,000
■ 100%
$139,070,000
81.7%
$139,691,000
82.1%
^Automobiles, tires, batteries, accessories
Source: Sidney Hollander Associates
Tom Tinsley, President
NBC BASIC-CHANNEL 8
Irvin G. Abeloff, Vice Pres.
National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Forjoe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta.
SPONSOR
27 OCTOBER 1956
L5
I
nto Newsfilm's four big processing
centers pours more than a mile of
film a day . . . speeded from some 250
camera correspondents throughout
the world. This footage, equal to two
full-length feature films each day,
is expertly edited to select only the
very best footage for each news story.
Then the final result— 12 minutes
a day of complete world news coverage
— is rushed direct to you.*
It's the best news in television,
because it's the only syndicated news
service that's produced exclusively for
television station use. Newsfilm
is planned, shot, scripted and edited
for home viewing, not movie screens . . .
and is produced with the needs of
stations and sponsors in mind at
every step. The result is letters like
this one from krnt-tv, Des Moines:
"Newsfilm service is excellent and
gives us one more exclusive feature
with which to impress our viewers and
clients. The viewers must be impressed,
because Russ Van Dyke's nightly
news- weather program at 10:00 pm
pulls ARB ratings of 43 and better . . .
winning 77% of the audience (in a
three-station area). It's the highest-
rated program among all multi-weekly
programs in the Des Moines area.
And our sponsors must be impressed,
because this show went on the air
sponsored and still has the original
two advertisers it started with!"
Newsfilm, a product of CBS News (the
top name in broadcasting journalism),
is available to all stations. For details,
call the nearest office of . . .
CBS Television
Film Sales, Inc.
*Of course, not all of (he edited-oul footage "dies
on the cutting-room floor." Much of it is carefully
filed in Newsfilm's vast library for subscribers'
future use ... as background material for special
commemorative news programs.
^^
Th*
PACIFIC NORTHWEST'S
aasfESft!!©
Combine Massachusetts, New
Hampshire, Connecticut and
Rhode Island and you'll ap-
proximate, in area, the tre-
mendous new market created
by the KIMA-TV, three-station
network. No other single med-
ium in the Northwest delivers
a market as large (over 40,-
000 square miles), as rich, as
valuable — as EXCLUSIVEI
" k\S H I H 6 T 0 U
KIM A
K. L E w » T.V
' f f b 0 N
MARKET DATA
POPULATION
fUrbon Populolion
(Rural Populolion
FAMILIES
EFFECTIVE BUYING INCOME
gross farm income
Retail sales
food sales
general merchandise
drug sales
automotive sales
I Source: 1956 Survey of
511,875
261,900)
249,975)
159,925
$859,218,000
$334,735,000
5632,561,000
• $135,614,000
$430,890,000
$ 21,335,000
S123.748.000
luying Power)
\mtm
Yakima, Washington
KEPR-TV Ub KLEW-TV
Pout, Wotk.
Itwitf**, Idaho
i::
Agency ad libs
Tv is rediscovering half-hour shows
by Bob Foreman
Its been some time now since I've expended
words on color television which may appear to
the eager throng that awaits these efforts as if 1
am neither interested nor impressed 1>\ the phe-
nomenon. This is not the case. I am constantly
enthralled by color. For example, a few hours
before I began to pen this very item I spent an
hour and a half with full color, watching Mr.
\\ inchell's first show — half-hour in length — followed by Dinah and
Frankie who gamboled for 60 minutes in a one-a-month spectacular.
Since we are discussing color 111 hew to that line. The color was
rich, realistic and delightful. 1 did notice that some adjustment
was necessary when the first show7 telecast in New York switched to
California for the second. Instead of being obtrusive, as so much of
the color programers insisted on making the colors themselves at the
beginnings of color telecasting, the tones were appropriate and nat-
ural. Dinah's red dress was breathtaking.
On the Winchell show the commercials were done live on the set,
integrated, and hence in color. The crossplug was a black-and-white
film and by contrast looked sorry indeed. I realize that it isn't yet
worth while, on a cost-per-1,000 basis, to do copy in color; how-
ever, for the few who saw the contrast, it was marked indeed.
This juxtaposition of a half-hour program to be broadcast on a
weekl) basis and a "spec" to be slotted once a month brings me to
Point Two of this tract. But before arriving there, let me conclude
my remarks on color with the fact that RCA, NBC and CBS are to
be complimented on the amount of color programing these days.
Nothing else, including four-color brochures, will do one-tenth as
much to stimulate this new dimension in television and in adver-
tising.
Now — for Point Two — I was struck 1>\ the vitality of the half-hour
loi mat. from an advertising standpoint, in contrast to the once-in-a-
uliile or once-in-a-iuonlh hour. Not that the Shore-Sinatra show
wasn't great. Hut under the Weaver-NBC aegis, it was politic to
frown on weekl) half-hour television programing. Word gol around
that this was a doomed approach to the medium old-fashioned,
had programing as well as ineffectual advertising. The critics added
their agreement.
Many of the people in the networks were starling to fall for this
malarkev : even those who didn't have to subscribe to the premise.
The agencies, too, were climbing on the bandwagon.
All this despite the fact that the big ratings were consistent!) ac-
cruing to half-hour stanzas and also on an efficiency basis, cost-per-
\1 in sales indices or w hat-hav e-v OU, the weeklv half-hour was -till
tops. Of course, the newspaper columnists, man) of whom care lit-
tle about advertising (which make- the whole thing possible in addi-
tion to iheii salaries), -till buzzed about like align gnats eondemn-
(Turn page)
M'ONSOK
27 OCTOBER 1956
:FL£iciio--A.oti^e "WKIIFLO sparks
Sales-Active CIltfOIIISrnsrATI!
Ken Church. Manager. National Sales . Don Chapm, Manager. New York Office. 550 Fifth Avenue
Radio Cincinnati, Inc. . . owners and operators of WTVN and WTVNTV in Columbus. Ohio
SPONSOR
27 OCTOBER 1956
19
*
Agency ad libs continued.
SOON!
i/f^
MORE
MUSCLE
forGOLDIE!
Starting in November...
KHSL-TV, the Golden Empire
Station in Chico, California,
will increase to MAXIMUM
POWER - 316,000 WATTS.
KHSL-TV has always been
the dominant television sta-
tion in the rich, Golden
Empire.
Now, with Maximum Power,
Goldie's KHSL-TV will give
more viewers an even
stronger, clearer picture . . .
and deliver commercials with
more impact.
KHSL-TV sells this big, grow-
ing 20 County area most
quickly, most effectively,
most economically.
KHSL-TV
CHANNEL 12
THE GOLDEN EMPIRE STATION
180 E. FOURTH STREET, CHICO. CALIFORNIA
CBS ond ABC Network Affiliate
REPRESENTED BY AVERY-KNODEL, INC.
New York • Chicago • Dallas • Atlanta • los Angeles
SAN FRANCISCO REPRESENTATIVE
Golden Empire Broadcasting Company
George Ross, Nationol Sales Manager
in« the lack of oria inalit \ of those who embarked on half-hours and
those who bought into them while they kept up the hue and cry for
meat spectacles regardless of cost factors and advertising ineptitudes
i such as lack of continuity, association, economy I.
Its gratifying to learn that the climate seems different these days.
Folks are rediscovering the half-hour. Not that there was much
great new product in the half-hour length made ayailable for this
new season. To the contrary — it was in general pretty ordinary.
The fault, however, does not lie in any limitations of the 30-minute
format but to the people turning out the shows. For some reason
i mavhe the\ were scared to let go) there wasn't much either new or
ingenious although 1 read that some of the syndicators maintain
they had designed the finest product known to man.
Despite this, however, I believe next season will see a re-affirma-
tion of the half-hour show; more of it rather than less, and what
turns up will lie better than ever. The non-network producers will
be encouraged to do better. The networks will be more tolerant of
the half-hour itself. Hence I look to a decided improvement. We in
advertising will welcome this.
* * *
This I understand is the first week of the weeklv issuing of
sponsor. I think this is a fine idea and it must be most gratifying
to the publishers that the demand both from a circulation standpoint
as well as an advertising one has forced the book into doubling its
publication. As far as my own public goes, this myriad group will
lie happy to learn that thev will be getting some relief from me, since
I'll appear onlv every other week. The editors, however, were kind
enough to ask me to contribute one of the above gems on a once-a-
week basis but I honestly didn't feel up to t he chore. See you two
weeks from today. ^
"An adman ad libs on tv"
A 192 page book of selected Foreman columns from
sponsor will be released b\ Hastings House. Publishers. Inc.
early this December. Bob's pungent commentaries on the
broadcast industry and his keen analysis of its problems
will be illustrated by Al Normandia.
The book, excerpted from columns which appeared in
sponsor over the last five years, offers an 8-fold approach
to the media:
I 1 I The agene\ and its denizens
I 2 l Nuts, bolts, commercials
I 3 i The audience, confound 'em
(4) Sponsors, the care and feeding of
i •"» i The fine art of video
i (> I Research if you can call it that
i 7 i The one w ithout pictures radio
i,'!l Colo
i <>r line, w new
li adds up to an encyclopedia of entertainment and in-
formation, ln2 pages, illustrated, will retail For $4.50.
2ii
SPONSOR
2, OCTOBER 1956
WORKING
PARTNERS
FRANK HEADLEY, President
DWIGHT REED, Vice President
FRANK PELLEGRIN, Vice President
PAUL WEEKS, Vice President
In the "Rep" business you keep orders flowing into
your stations or you're in a "jam." Getting orders takes
smart headwork . . . fast footwork . . . and lots of
plain hard work. That's why, when as a group of
mature, sales experienced partners, we started H-R,
we all agreed to be working partners.
_ m The record shows that many radio and TV stations
TELEVISION favor this kind of mature, two-fisted representation.
That's why we have such a fine list. And to keep orders
flowing into these stations, the partners who head up
this firm, are still working partners . . . and we still
"always send a man to do a man's job."
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JXford 7-3120 RAndolph'o.643l Hollywood 26453 YUkon 2-5701 Rondolph5149 Cypress 7797 Houston. Texas New Orleans, la.
JAckson 8-1601
RADIO
<**ffft
SPONSOR
27 OCTOBER 1956
21
Guild Films
Offers A-Time
Programming
For Every
Station Need
Guild Films makes available to you this
A-time programming for any slot you may
wish— morning, afternoon or evening.
Write, wire or phone us now for full facts—
and for our realistic, down-to-earth prices.
COMEDIES
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FILMS
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460 PARK A V t NU C NIW lOH,?/ N V
MURRAY Hill 85365
Changing role of the rep
I was most interested to see spon-
sor's wonderful article. "The changing
role of the rep" in your 1 October
issue.
All too often, the station rep is given
little credit for his valuahle role in
the growing spot and television phase
of our business. Clients, agency man-
agement and the people hack at sta-
tions across the country can now
appreciate the complicated and detailed
sales job which reps fulfill, sponsor.
as always, is the best magazine in the
broadcasting business.
Roger C. Bumstead, rned. dir., Mac-
Manus, John & Adams, New York
How to get rich in tv
I feel that I should warn you that
I've retired from my mink-lined suite
of offices as tv copy chief of Benton
and Bowles, to spend all my time
w riling.
Simon and Schuster, sensing m\
need for money, have managed to
wring another book out of me. called
"How to Get Rich In Tv Without
Reallj Trying.
This book can destroy our world as
we know it. The dangerously clear
case histories and the all-too-graphic
diagrams can turn any tv viewer, no
mailer how advanced the condition
has become, into a t\ insider, rich.
powerful, sought after. No one will l>e
left to watch. Tv, so rapidh becoming
a major industry, will collapse, and
with it a whole way of life.
Shepherd Me vd
Douelaston, \ eu ) <"/.
e Mead must be Btopped. N\ .■ knew In- was
dangcrous when In- wrote "How to Succeed in
Business Wiih. mi Reallj Trying" and "The Big
It:. II ..r Wax" I. iii now he's gone i 'ar. I..
in. I. I. II iv forces for a counter-attack, we'll
carrj selections from his latest pamphlet in a
future issue.
Radio and tv basics
I know it's a little late hut congrat-
ulations I understand are always in
ni iln . Please accept mine tor a terrific
job on your "Radio and Television
Basics." They are simplj meat.
Melvin A. Goldberg, dir. of research
Westinghouse B'casting Co.. N. Y.
• You're not ali.ne. M.-l. requests are -nil
C Ing in for SPONSOR'S Ra.lio. Tele* i-ion and
Film Ita.ie-. Limited quantities are now avail-
able at 3<)e a eopy for Radio anil Tv Basics anil
2.">e a eopy for Film Basics. Ff»r volume orders
tlttO anil over) the rost is 20e per eopy.
Request for a new column
In renewing as a subscriber, we
would like to make one suggestion: To
make your new format all-inclusive,
please try and include one page de-
voted to current, new radio spot cam-
paigns being placed on independent
(as well as network I stations.
.1 wies Wilson, manager
WAND, Canton, Ohio
• Reader Wilson f:ets hi. wish. Please turn to
page 68 fur a new feature. Spin Ituys. This column
includes Loth radio iX t\ -put hu>-.
Negro section letters
1 wish to compliment \ou on the
excellent treatment of our interview as
evidenced in the 17 September Negro
Radio issue of sponsor.
You certainlv got the "meat" out
of our talk — and it couldn't have been
written any more intelligently or
clearer. If the assignment were mine.
I wish I could have done as well.
Jack L. Matthews, dir. of media
('Union E. Irani,-. Inc.. Chicago
Some of our clients who saw the
Negro Radio issue were interested to
see in print how main other com-
panies were heginning I" explore the
field in which we had long ago helped
them slake their \er\ substantial
claims.
Thanks in Jam- Pinkerton for the
accuracy of her quote From me. . . .
\inl aside from this personal reaction,
everj one in the trade agrees with me
that this is the hest summary to date
of the Negro market media situation.
I'll use it for reference until your next
Negro issue.
\l\ni ii im VlLISON, media director
Herschel Z. Deutsch, New York
22
SPONSI1H
27 OCTOBER 1956
Congratulations on the special issue.
All of the sections constitute good,
concise reporting.
I can't help hut feel that a great
deal of the "As admen see it" section
is the analytical research conclusion ol
the person or stall that prepared the
section.
The hook is a must for e\erv station
operator who is programing for the
Negro market. It will help him learn
the potentials of the market and his
responsibility to its audience.
M. S. Novik, radio consultant,
New York
In your recent Negro Radio issue
you list WWEZ as 100% Negro pro-
gramed out of 126 hours per week.
This misinformation has gotten into
the hands of advertising agencies and
has been most embarrassing to us and
our representatives and we cannot
understand just where you secured this
information. In our broadcast week
we carry a total of 24 hours per week
of Negro appeal programs.
We appeal to all classes and this sta-
tion is not segregated to any one par-
ticular class. This formula has worked
out for us over 25 years in the radio
business.
This misinformation has cost us
some national business through our
national representatives and we would
appreciate your retraction and correc-
tion of this at your earliest possible
convenience.
Joe A. Oswald, general manager
WWEZ, New Orleans
I have just had the opportunity to
glance through your special section on
Negro Radio and I notice what I con-
sider to be a very serious error and
one which demands immediate correc-
tion. WWEZ is not 100r ; Negro pro-
gramed and in fact only programs
three hours of Negro in the afternoon
and three hours at night.
On page 22 you show7 under New
Orleans as 1009? programed stations,
WMRY and WWEZ. I believe that by
doing this you have created greater
confusion in an already confused
situation.
Mort Silverman, exec. v.p. & gen.
manager, WMRY, New Orleans
• SPONSOR regrets the inadvertent listing o(
WWEZ, New Orleans, as 10O% Negro programed;
actually only about 20''i of its time i- devoted
to Negro programing.
- - A MUST BUY
IN WASHINGTON
The MIDDLE of Washington State, a
growing economy based on diversified
agriculture* and metal industries. +
* The Apple Capital of the World, plus
1,000,000 new acres of irrigated
farm lands.
t Alcoa, Keokuk Electro, and other metal
industries have selected Wenatchee
plant sites due to low-cost hydropower
from the Columbia River dam system.
More are coming!
<*ZjS v-iiy'
lU
KPQ's 5000 W, 560 KC combination gets
way out there, covering Central Washing-
ton, parts of Oregon, Idaho, and Canada.
We know because of our regular mail
from those areas. Then too, we have no
TV station here, we're separated from
Seattle by the high Cascade mountains,
and we're many miles from Spokane.
YOU CAN'T COVER WASHINGTON
WITHOUT GETTING IN THE MIDDLE, AND
THAT'S KPQ - - Wenatchee, Wash.
I
The AA STATON
That's AUDIENCE APPEAL:
We program to our audi-
ence, with SELECTED top
network programs plus lo-
cal color . . . music, news,
farm shows, sports — the
things people call about,
write in for, and partici-
pate in.
GUARANTEE
TO OUTPULL all other
North Central
Washington media
TWO to ONE
National Reps: Regional Reps:
FORJOE AND CO., INC. MOORE & LUND, SEATTLE
One of the Big 6 Forjoe Represented Stations of Washington State
J
SPONSOR • 27 OCTOBER 1956
23
Here are scenes from some of KPIX's recent good mixing activities.
Top row. left to right: (1) Director's view of "Ten Seconds to Live,"
part of Channel .Vs continuing study of the Bay Area's transporta-
tion crisis. (2) Sandy and Faye enjoy an authentic luau on "This
Morning." (3) Announcer, director, Phil Lasky and Hal March
huddle before March's emceeing of BIG MOVIE contest award
ceremonies. (4) "Decision or Dilemma — The Facts About Rapid
Transit,"' San Francisco's first television editorial.
Second Row, left to right: (1) Captain Fortune in a rare serious mo-
ment. For five years, the Bay Area's number one children's attrac-
tion. (2) Stanford University Summer Institute to which KPIX's
stiff annually devote over 200 hours of planning and instruction.
(.'() CBS President, Frank Stanton and Thomas E. Dewey join the
regular "Face the Nation" staff after one of the "Nation" telecasts
originated by KPIX. (4) Westinghouse's own Betty Furness at the
( "v. Palace. (5) "Deputy Dave" with his musical history of conven-
tions, campaigns and Presidents.
Third Row, left to right: (1) Subjects of His Honor the Mayor's
official "I Go Wolo" Day proclamation, were KI'IX's VVolo, puppet-
master of the West Coast and his friend, Aloysius. (2) "Everyman's
Religion" remote telecast direct from the flight deck of the aircraft
carrier, Essex.
liottom Row, left to right: We were there . . . helping CBS-TV pro-
duce "audience preferred" convention coverage. (2) Recently, KI'IX
originated a full week of Arthur Godfrey's shows. (3) Kirk Douglas
as the "Champion." Cue of KPIX's complete new library of great
feature films t Louie Jordan's Band blows up a storm on the
"Del Courtney Showcase," San Francisco's top. live variety show.
)©@
GOOD MIXERS!
Above all, KPIX believes that truly outstanding television
can only be achieved through the efforts of "good mixers."
"Mixers" who start with the pace-setting entertainment
and educational programs of the CBS Television Network,
add their own award-winning local, live community service
and commercial productions, the cream of the syndicated
packages and the finest feature films available.
"Mixers" who add a bright bit of showmanship to every-
thing they do.
"Mixers" who think of their medium as probably the
most influential community force and respect and treat
it as such.
"Mixers" who know that a sale doesn't end at the con-
tract signing . . . who know that exciting audience promo-
tion and sound merchandising are the keys to the real pay-
off in this, the most powerful selling tool of them all.
In short, "Good Mixers" who personify the bold thinking
that guides the Westinghouse Broadcasting Company . . .
"mixers" ready and able to help you solve your selling
problems.
Call Lou Simon, KPIX Sales Manager, or your nearest
Katz representative for availabilities or more information.
In San Francisco, no selling campaign is complete
without the WBC station . . .
WESTINGHOUSE BROADCASTING COMPANY, INC
RADIO
BOSTON — WBZ + WBZA
PITTSBURGH — KDK A
CLEVELAND — KYW
FORT WAYNE — WOWO
PORTLAND — KEX
TELEVISION
BOSTON — WBZ-TV
PITTSBURGH — KDKA-TV
CLEVELAND — KYW-TV
SAN FRANCISCO— KPIX
KPIX REPRESENTED BY THE KATZ AGENCY. INC.
All other WBC stations represented by Peters. Griffin. Woodward. Inc.
It's very nearly unanimous now
in Minneapolis-St. Paul
Latest Hooper Says:
WDGY
FIRST
Among all Twin City stations
all-day-average Monday-Saturday
Latest
Pulse'***
says;
WDGY FIRST
Vmong Twin Citj
independents
6 SM-12 midnight
Monda) -Sunday
N3I & total area, too!)
(Second only to one station
on da) -nielli, week-long
average I
Make sure you have the up-to-date Twin City
radio story. Times have changed, and so have audience
lialdls. Check the latest audience facts with
General Manage) Steve Labunski <>r \<mr Blair man.
WDGY FIRST
\ lining all Twin City
stations 12 noon-6 I'M
Saturday -
FIRST
Among all independents
(i Wl-6 PM Mon.-Fri.
6 AM-12 noon Saturdays
( )nl\ 4 share points
behind top station
12 noon-6PM Mon.-Fri.)
I. Sep. //,».
June \i
Juh lu~. Pulsi
WDGY
Minneapolis-St. Paul • .iO.OOO watts
and almost perfect-circle daytime cove
Today's Radio for Today's Selling
WDGY WHB WQAM
Minneapolis-St. Paul
City
Represented by John Blair & Co.
President:
TODD STORZ
KOWH
Omaha
WTIX
New Orleans
Represented by Adam Young Inc.
26
spoNsoii • 2, o( I(ihi:k l'>~><>
SRON SOR
27 OCTOBER 1956
THE AGENCY RETURN TO
TV PROGRAM CONTROL
It's gaining momentum in major shops but the pattern differs from
radio. Agencies seek supervision rights without full production headaches
#%genc) tv directors are rolling up
their sleeves and getting back into
show business again.
For the first time since the heyday
of network radio, major agencies are
creating and developing new program-
ing on more than a sporadic basis.
Rut 1956 isn't 1946. The agencies have
learned that the\ don't have to do the
packaging themselves to shape and
control shows.
The shift did not come suddenly.
From a slow start earh in L956, agenc;
interest in production has picked up
momentum this fall. It has taken this
form: (1) More agencies now work
with independent packagers while the
show is in production. 1 2 1 Increas-
ingly. contracts between agencies ami
outside producers give the agency ex-
plicit script ami cast control, though
agencymen are assuming this respon-
sibility even when the contract doesn't
-pell it out. (3) Agency management
is now looking for men with show
business background.
Events in the industry expedited the
agency move-in. Client questioning
about 15% commissions on packages
agencies merel) selected, did not pro-
duce, lit part of the fire. (For client-
ageing views on package show com-
missions, -it 5 ami 1') March issue. I
But there's more to it than that. This
year the agencies have a better chance
to get shows on the networks. The
growing strength of \H(' TV has made
network t\ less a sellers' market. \ml
for other reasons, including the atmos-
phere in Washington, the networks
this fall bave accepted more outside
packages than in the recent seasons.
\\ ithout actually becoming full-scale
packagers, most of the major agencies
are getting a tighter grip on scripts,
cast, entertainment values. This con-
clusion emerges from talks with tv-
radio v.p.'s at agencies which together
place more than 5(1', of all network
t\ advertising.
Here, in more detail, are the views
that agencymen are expressing, both
on and oil the record.
How show control is increasing.
\n agenC) has ultimate and complete
-how control when it produces a show
on staff. To date, however, only one
top agenc) is actheU producing
several major live nighttime -how-.
and that's J. Walter Thompson. Main-
SI'ONSOK
27 OCTOBER 1956
SHOW CONTROL continued . . .
tenance of an 85-man production unit
within the agenc) costs JWT an esti-
mated $1 million a year, most of which
the agency states it absorb-.
Staffed like a network programing
department, JWT has story editors,
directors, producers, script girls. I oj
one client's network show, the agency
intains virtually a tv news bureau.
\nd of course JWT has its own studio
facilities I see picture) .
The workshop is used principally
for casting and for some rehearsals.
The agency director can block out
camera shots there and actually run
(he -how through a full dress rehearsal.
It has also been used to develop new
show opening and closings.
Says Dan Seymour, JWT v. p. in
charge of tv and radio: "On four new
ARTICLE IN BRIEF
Client questioning of 15% on shows agencies
don't produce; changed industry conditions
have given major agencies incentive to seek
show control. Contracts giving agency script
supervision aren't main weapon; equally im-
portant is show business stature of agency
producer. Even stars who have title to own
shows will allow supervision — if they respect
agency source from which supervision comes.
agency shows which we farmed out to
an independent packager we're actually
co-producers. We have final word in
story selection and in choice of cast."
Most agencies today are no longer
satisfied to merely exercise "creative
judgment in buying shows outside.
For instance, last May Y&R wanted
a new show for General Foods in the
client s hall-hour on Sunda\ niiilil be-
YES
JWT i- extreme case. It not only seeks show control, it's active
packager, \liu\r. Dan Seymour in agency's nun fully equipped studio
tween Circus Boy and Roy Rogers
(NBC TV I. Y&R tv executives de-
cided the client's need, coupled with
the time period called for a family-
appeal show with a strong adventure
twist.
The agency therefore called in inde-
pendent producers to discuss ideas
with them. They decided Screen Gems
should do the job and in the first dis-
cussions, Screen Gems suggested a
series based on Bengal Lancers. Y&R
liked the idea.
During subsequent meeting, Screen
Gems offered a list of 20 recommended
actors from which Y&R could make its
choice. The agency also worked with
Screen Gems in developing the story-
line. And, in keeping with 1956 con-
cepts, the network approved the show
without a pilot, which would not have
been the case in previous years. On
21 October, Bengal Lancers had its tv
debut.
It's obvious that an agency exercises
far greater control when a program
concept originates within the agenc)
or jointly with the independent pro-
ducer and then goes into production
than if the agency buys a finished, or
near-finished series.
Agency contracts with packagers
are beginning to reflect this increased
agency control. In the case of at least
three top agencies, most contracts with
independent producers assign an
agencj tv executive total script control.
"Basically, contracts are just a piece
of paper," says B&B tv-radio v.p., Tom
McDermott. "In the last analysis, you
get control, because you know7 what tv
production is all about. Unless the
agencyman has show business know-
how, contractual control won't help
him at all. "
On McDermott's desk as he spoke
were batches of scripts to be read
and approved (three from December
Bride) and a copy of a memo suggest-
ing major changes in format of The
Lorelta Young Show (NBC TV. which
were put into effect earlier this fall).
SIX ways major agencies are tightening television show control with*
;:
Basic pattern is "co-production"
Agencies are g<^^r£ -how control bj
working with outside packager on
script selection, casting; the) sharpen
• "i' r tainmenl \ alues of -how . shape
-how foi in.it. Men like Dan Se) mour
« .1 \\ I I , Tom YIcDermotl I BS B I
among others are setting pace for
■ ies in cooperation w iih packagers.
Few agencies are going all out
J. Walter Thompson maintains largest
production staff with 85 creative pro-
graming men to handle 2'L> hour- ol
staff-produced network tv programing.
A few othei agencies (B&B. Br\an
Houston, Coinplim. ^&K) stall-produce
daytime serials. JVb'sl agencies won't
-tall produce: it COPl- loo much mone\ .
^r
No long-range tl
Costb experience of networks with
talent investments will discourage
agencies from tying up talent for long
contracts. Trend will continue to be
for star- to become pari owners of
packages for tax reasons; agencies will
deal with them or their agents only for
the duration of the particular show.
sl'ONSOH
27 OCTOBKK 1^5t)
December Bride is actually a CBS-
Desilu package, l>m McDermott deter-
mines who the guest stars are to be
and makes suggestions for changes to
Desilu direct I \ .
"The ultimate and major respon-
sibility for a show must be the
agency's," says McDermott. "\\ hen
a show is unsuccessful, the network
can just take it off. The adjacent
shows' ratings are usualK onl) hurt
slightly. Hut when the agenc) has an
unsuccessful show, what's hurt are
product sales. And the agenc) has
total client hillings at stake."
Several agencies, including Comp-
ton, Bryan Houston, and Y&R. pro-
duce daytime serials on stall. B&B also
has two staff produced day-time serials.
To do this job, the agency has on stall
two directors, an executive producer,
two production men, two script girls
and one casting director in a perma-
nent production unit. From this
nucleus, say top B&B tv executives, the
agency could easily and rapidly ex-
pand to handle even more show pro-
duction on stall.
As most top agency tv executives
reiterate, however, control need not
mean actually producing shows within
the agency .
"After all," said one major agency
tv head, "agencies have exercised con-
siderable creative influence on shows
in the past. Walter Craig helped Lou
Cowan get bugs out of The $64,000
Question as far back as summer before
last when the show was just starting."
No long-term talent contracts:
Talent and talent agents created prob-
NO
( &Ws Ed M.ilinin \ wants no pari ol production. To him, agency's
role is wise choice "I packages like the Elm he's :il •> >u i to view
lenis for the networks which man)
agency tv executives fear the) ma)
inherit. But economics will prevent
agencies from making the costly talent
investments which the networks were
driven into by competition.
"Agencies aren"t likely to ever tie
themselves to am talent for anything
but the duration of a particular show,"
said one agency tv v.p. "And the
increasingly high mortality of new
shows will probably cut down on the
length of show contracts even further.
It's likely that agencies and clients will
commit themselves for only 13 weeks
rather than 26 or 52 from now on."
Partly for tax reasons and partl\
because a Hollywood name has proved
no guarantee of tv success, few big
stars will come into tv without some
show control as protection for their
interests. In star negotiations, agencies
feel it's particularly important to
assign a producer with a recognized
show business background.
"The closer this agency producer is
in the >iar and the more the star
respects him, the more likely that the
agency ideas will be listened to," says
Lewis Titterton, l\ and radio v.p. of
Compton. He mentions as one example
the Tennessee Ernie Show, which is a
network package, but has an agenc)
producer working along u ilh the star.
"Our man is more than a super-
\i-<>r. He works very closeh with
Ernie Ford. A producer can't force
hi> ideas on a star, but if he has the
respect of the talent, he's likelv to get
his concepts across more easiK."
Outside shows have better chance
today: There are several reasons wh)
getting a nighttime spot for an outside
show is easier this year.
• This fall, the networks have pro-
gramed more independent package-,
apparent!) with an eye to Washington.
• The growing strength of ABC TV
offers advertisers an extra choice. And
this year, for the first time, CBS and
{Please turn to page 43)
tually becoming full-scale professional program packagers
Free-lancers are very important
Major agencies want to have some top-
level programing men on staff since
control hinges on agencyman's show-
business knowledge. But economics of
business will necessitate hiring of con-
sultants to supplement staff which
would other wisJMushroom excessh cl\ .
Agencies won't finance shows
\\ bile some agenWfs have owned shows
in past, this is not likely to become
widespread pattern. Ceneralh . agen-
cies prefer to avoid risk of show pack-
age financing. \gencies feel control
of shows gives them nearly as strong
a hold on accounts as actual ownership
would without being such a big risk.
Agencies want nets in production
They feel other programing sources
could not fill gap that would be left
if networks got out. Some shows (90-
minute shows, participating programs)
can be handled more easily by net-
works with their ample facilities, large
staffs. \gencies__ don't want to go
hea\ il\ into si
6
ducin» mechanic-.
SPONSOR
27 OCTOBKR 1956
29
OW BBDC1
I here are more ways of buying ra-
dio these days than you can shake a
slide-rule at.
Radio has become a big. compli-
cated maze of innumerable possibili-
ties. It has become, more than ever, a
job for professionals and can be a
confusing jungle to those not wise to
its ins and outs.
This is the real meaning behind
BBDO s recent booklet. "A Discussion
of Radio." which reviewed the past
history of the medium and came to a
few conclusions about where radio
stands today (see sponsor 1 October I .
Because these conclusions were brief.
SPONSOR went to BBDO to dig out fur-
ther meanings behind BBDO's analysis
and attempt to pinpoint how the agen-
cy applies what it knows about radio
today to actual timebuying problems.
The variety of ways radio can be
bought, discussions with BBDO media
personnel brought out, are due to a
number of factors. Agencies have more
experience, for one thing. There are
more stations and a greater yariety of
programing, for another. And there is
a great choice of availabilities.
A fourth reason was cited in the
booklet itself. The agency said : "We
think this to be the most important
change in radio today — while it is a
universal medium, reaching almost
r\ ci \ Imm|\ al -Dine lime dm ing the
daj and in the course of the broad-
cast week, no more than a small per-
centage of (hot' people is ever tuned to
a particular program at am one time
i ."»' < i. This underlines the great need
for frequency of commercial message
. . . broadcasl oyer a great span of
time in order llial thoc ad\erti>-ement>
ARTICLE IN BRIEF
A recently compiled BBDO bookie) analyzing
radio points up need for frequency, buying
over great span of time. Among variety of
techniques BBDO uses in radio are ( I ) buying
powerhouse stations when not seeking selec-
tive audiences, (2) competing against giant
advertiser when his selling is quiet, (3) smash
saturation, (4) using radio for its speed
FLEXIBILITY, speed oj radio are real reasons for using it,
Fred Barrett, BBDO's media director, explained to sponsor
JSES RADIO TODAY
Agency employs a growing number of time-buying techniques called for by
small per-broa<lcast audiences; variety of stations, shows, availabilities
will reach a goodly percentage of this
huge audience."
While these facts are nol new- to
anyone familiar with radio, it due- qoI
invariabl) follow thai timebuyers even
come close to exhausting the implica-
tions of this change. At BBDO. where
radio spot billings in 1().">(> will be con-
siderably, above 1955, there has come
a growing appreciation of the variety
of techniques that are possible.
"We are buying radio today like
newspapers." said Fred Barrett. BBDO
media director and a man with a long
print tradition behind him.
By this Barrett means the agency is
paving more attention to frequency,
the variety of announcement lengths
and a constant search to find out
whether there isn't some new way to
accomplish the result desired.
Here are some examples of the dif-
ferent approaches he cited :
1. The reach - 'em - anywhere ap-
proach. Case in point is a slogan,
which had been built for a BBDO cli-
ent by radio. This product had not
been in radio for some time. In de-
ciding to renew the campaign, BBDO
felt the important thing, above all else,
was to reach people. Anybody. Any-
where. The approach chosen was the
powerhouse station, which BBDO feels
is a particularly economical medium
when you aren't aiming at any par-
ticular group, since none of the circu-
lation will be waste circulation. Al-
most any powerhouse station could be
a good buy since there was no pres-
tige or station identification factor
sought. The budget kept the choice of
markets to 40. About 50-55 stations
were bought for 13 weeks with about
25 to 30 announcements per week, per
station. Many of the bins were run-
of-schedule, a method aimed at reach-
ing the highest number of different
homes possible. There were also some
fixed-position buys where the audience
was particularl) substantial. While
the emphasis was on wattage, timebuv-
ing know-how was brought into play
to substitute or add the next best sta-
tion where the powerhouse either
didn't have the audience or availabili-
ties. Since reaching women was a sec-
ondarv target, iim-l ol the lui\~ were
davtinie. with some late night slots to
hit the working woman.
2. Hit- the- big -gw) -when-he-ain't-
looking- approach. Case in point is a
man's product made l>v a small firm in
a field where one giant overshadowed
the industry. Problem: how to gel
most out of a limited budget and nol
be drowned out by the big competi-
tor's voice. The answer was to stud)
the ups and down of the competitor's
advertising, find out when he was
quiet, then hit hard with radio and
run. While this technique is usable in
many media, radio was chosen in this
case since the client had a limited bud-
gel.
3 Smash saturation approach. Case
in point was the introduction of a new
product used by men and women in a
highly competitive field. The product
was introduced area by area. In im-
portant markets, the agency bought
practical Iv every station on the air,
little stations, big stations, suburban
stations, independent stations, network
stations, class stations, mass stations.
One important factor in this kind of
buying is to block out the competition
who. in this case, began trying to
block out the BBDO client once he got
wind of what was going on. While
only radio's economy permits this kind
of advertising bombardment, money
must still be husbanded so that, after
a certain period, the agency dropped
out ol the marginal stations but kept
up a Stead) drumming on the more im-
portant stations tn a — uii' continuinj
attention to the product.
I. The hey- something -neu s-been-
added approach. Case in point was a
cosmetic which changed its formula
SO that it was available in two ways.
The v isual factor was not important
since package changes were slight. The
problem was how to tell the consumer
in a hum and radio was picked be-
cause it could do this job best.
5. Get-the-teen-ager approach. Case
in point is a woman's cosmetic. Since
the teen-ager isn't subjected to much
cosmetic advertising on radio. BBDO
is considering the specialized audience
approach here. The time element is
particularlv important Two periods
likely to be used are 3:00-5:00 p.m.
weekdays after the teen-ager is home
from school and 6:00-8:00 p.m. week-
days after supper and before she goes
out or while she does her homework.
'! he disk jockey is a natural in this sit-
uation. A 13-week campaign has been
proposed with 15 announcements per
market.
In increasing attention to radio
techniques, especially those on the
spot level. BBDO is particularly con-
scious of the fact that even where tv's
use may be indicated, radio mav well
turn out to be the better buy. In the
first place, the client s budget mav not
be aide to stand videos prices. Final-
Iv. the tiinebuver cannot alwavs find a
slot in tv s crowded schedule. ^^
"WE ARE always looking foi nett ««n
to use radio: todaj wu can find darn."
"WE BUY radio like newspapers . .
We pay more attention in frequency.
SPONSOR
27 OCTOBER 1()5(>
THE WESTINGHOUSE NINE-MONTI-
Strike-stricken «jiant
u-c* biggest ad budget in
its history (832 million)
to enthuse its dealers
and accomplish 12-month
sales program in nine
^Sponsorship of election night re-
turns "ii the CBS Radio and Tv net-
works will climax l"i Westinghouse
I lectric Corp., Pittsburgh, the largest
promotion campaign in its 70-year his-
tory. \i thai point, Westinghouse will
have invested a record $32 million in
advertising for 1956, about $7 million
more than last \ear.
Spearheaded 1>\ the company's con-
sumer products divisions but cutting
across all its product lines (Westing-
house produces about 300,000 varia-
tions of 8,000 basic products!, the
campaign phots around the $5 million
CBS political broadcast package, and
it- $5 million merchandising support,
most!) at the local level. The first
phase of the campaign was keyed to
the theme: "Watch Westinghouse."
And it has been watched — closelx —
with all the interest that follows a
champion on the comeback trail.
Sex en months ago. crippled bv a
-hike that began last October and last-
ed for 156 da\s. that cut into sale- bj
$300 million and allowed competition
to mmc in mi all I rout-. Westinghouse
was a long-shot to recover in the opin-
ion of main .
Today, a confident Chris J. W it ting.
12-\ ear-old veteran of the broadcast
husinos and now vice president and
general manager of Westinghouse con-
sumer products divisions, foresees a
doubling in volume on consumer prod-
ucts alone that will hit a full SI billion
sales by 1961. This same confidence
'WESTINGHOUSE-POWERED Nautilus should convince housewives we can build a g I dishwasher," says R. J. Bolin. (facing) ad mgr.
if
f
*#*
I
/■
/,
'yi
t ■
<
Punch-packed planning
OMEBACK PLAN
is shared l>\ all the company's execu-
tives.
What part have radio and television
played in this comeback.''
Here is what Chris Witting, who
was managing director for DuMont
network and later president of West-
[nghouse Broadcasting Co., has to >a\ :
"Both radio and tv have been highb
effective tools in Westinghouse market-
ing activity this year. The\ not onh
sold merchandise, directly and effec-
tively, since we put them to work in-
tensively in earl) \pril. but they pro-
vided the pivot around which we built
three nationwide merchandising cam-
paigns: (li "Watch Westinghouse,'
l2) 'Operation Landslide,' and (3)
'Appliance Festival.' '
Westinghouse strategy following the
strike was to rekindle enthusiasm of
dealers who had had a rough spring
and to let the public knowr they were
hack in business again. So they sel
up the three campaigns to carry them
through the year. "Watch Westing-
house"' was the first, immediately fol-
lowed by "Operation Landslide." The
latter is the 13-week tv-radio coverage
of the political scene, including the
conventions; Pick The Winner, a
weekly political debate running from
26 August through 31 October; and
the election night returns.
The final phase, "Appliance Festi-
val," logins election night with the un-
veiling of the 1957 line of major ap-
pliances on tv and carries on through
the Holiday season.
"The important thing to us," \\ it-
ting continued," is that tv and radio
provide the strong cohesive force for
all elements necessary in a nationwide
merchandising program — newspaper
advertising at national and local levels.
ARTICLE IN BRIEF
After a crippling 156-day strike that ended in
March, Westinghouse threw a $32 million ad
budget into its comeback punch. Of this, $10
million went into national radio-tv coverage
of political campaign and local-level tie-ins.
Although drive continues to year's end, early
results show: in one area, $800,000 business
directly attributed to convention coverage
and local spot boosters run by the dealers
SPONSOR
27 OCTOBER 1956
broadcast tie-ins locally, window and
showroom display and promotion ol
products manufactured especially l"i
i hese events.
One <<{ the products manufactured
especial I \ lor these events u;i> the
"Campaign Special Traffic Builder,"
designed to get the public into deal-
ers' stores. This was a 38-cube capac-
ity refrigerator tray called the "Ice
Slice Tray" a s.",..">() value to sell for
$1.18. During the two convention
week-. 700,000 persons dropped in to
their \\ estinghouse dealers and bought
trays. I!\ election night, sales will
have reached one million.
Gil Baird, promotion manager for
Westinghouse consumer products who
handled the telecasts, chuckled when
be recalled one dealer who complained
he was in a fringe reception area. "It
turned out to he a preltx good fringe."
Baird says, "because within a lew
days, that fellow sold 300 Ice Slice
Tra\ s."
Despite first reports and some eail\
sotto voce doubts about convention
coverage effectiveness (see "Is blanket
convention coverage an audience
bust?" 17 Sept. 1956 sponsor!, the
complete Nielsen sur\e\ for Westing-
house on its tv convention coverage
are now in and show:
Westinghouse-CBS coverage reached
"<>' < of all television homes, was seen
by more than twice as many homes as
in 1952 (28,500,000 vs. 13,000,000)
and by more than twice as main peo-
ple (85,600,000 vs. 39,000,000). Al-
most half the people who saw the 1956
conventions saw them on the Westing-
house-sponsored ( !BS co\ erage. Peo-
ple who listened to Westinghouse cov-
erage staved tuned more hours than
those tuned to other networks. (9:11
vs. 7:55 on NBC and 4:36 on ABC I .
The cost-per-1,000 tv homes per
commercial minute worked out to
$2.77. While this is !'»' , more than
the $2.57 cost achieved in 1952 con-
vention coverage, Westinghouse con-
siders it a good bu) l>\ toda\"s stand-
ards which put am thing under $3
cost-per-1,000 in the bargain class.
1. CLOSED-CIRCUIT telecast in .. distributoi
cities touched ofi Operation Landslide and
primed dealers for all out I I week sales drive
2. DEALER RALLY Week saw 130 consumer
products executives fan across country |n call on
more than 1.0(10 \\ r-tinulinii-e dealers. Men
worked 20 hours a day, often slept in plane
3. PROMOTION KIT showed dealers how to
ii.- in locall) with Westinghouse commercials,
what ""( 'amp. I12M Specials" would 1"- featured
WATCH
WESTINGHOUSE
sweep the nation with
tfftt*
WESTINCHOUSE continued
Westinghouse managed 187 com-
cial minutes, ran a total of 12,
commercials. The name "Westing-
house" appeared behind \\ alter Cron-
kite 303 times I times ranging from
three to 30 minutes ol exposure l .
\lxiut one-third of the commercials
stressed corporate-industrial products.
"\\ hat better time and place to tell a
corporate story?" asks R. 11. Bolin,
manager of general advertising.
"Westinghouse apparatus touches our
lives ever) daj subways, elevators,
housepower. It lends prestige to our
consumer line." (In L955, apparatus
and general products accounted lor
55$ of the company's $1.5 billion
sales). Industrial advertising is han-
dled h\ Ketchum, MacLeod & Orove,
CHRIS WITTING, v. p. in charge of con-
sumer products, came up through air media
via DuMont, Westinghouse Broadcasting Co.
Pittsburgh, where the account is serv-
iced bv Vice President Vince Drayne.
Consumer products are handled b)
McCann-Erickson, New York, where
Tom Losee, vice president and man-
agemenl service director, is in charge.
From the seven regions of Welco
(electric I and the 100 branches "I
Wesco (sales) conic encouraging re-
ports on customer response. E. K.
Solomon, Southeastern sales promo-
tion manage] foi Welco in Vtlanta, re-
ports $800,000 in sales for his area
directly attributable to convention
coverage and local tie-in advertising.
In this region, dealers and distributors
in 25 cities ran a total of 0.20 1 an-
nouncements nn local stations, supple-
menting Westinghouse's own expendi-
ture.
" \nd here - another result tvi ol
Erom this saturation."' Solomon told
SPONSOR. "Of our 16 distributors, five
signed up one or more new dealers.
Everybody down here know- Westing-
house is back in business!"
The strike at W estinghouse ended
25 March. During its darkest hours.
planning had never stopped on the
political tv-radio package bought last
year.
Fort) commercials were filmed to
present the broad image of Westing-
house, ranging from the atomic re-
actor of the submarine U.S.S. Nautilus
to the new Space-Mates home laundry.
These would be shown a minimum of
154 times between conventions and
election. But now it was April and the
political season several months away.
ftBjfg»J%«V>l
INGHOUSE
electric appliance festival
RADIO COMMERCIAL suggestions and cal-
i mlars for tying local advertising to na-
tional program are features of these kits
"Watch Westinghouse" was launched
at once. In each of 100 cities, 100
radio announcements were used over
a two-week period. The theme was
taken up on the company's sponsored
Studio One on CI!S TV. In every
marketing area, four full-page news-
paper ads were run, and June saw the
start of a series of multi-color ads to
run in such major magazines as Satur-
day Evening Post and Life through the
rest of the year.
"Operation Landslide"' began on a
Thursda) in carlv July when dealers
gathered in 55 distributor cities for a
one-hour < losed-circuil telecast i la-
cilities for this were part of the CBS
package). "It was a straight, oii-the-
button presentation," savs Gil Baird,
and showed how Westinghouse would
conduct it- -| -iii-hip of the political
scene, what products would be fea-
tured.
On the Monday following, some 130
Westinghouse consumer products ex-
ecutives spread through the country
for Dealer Rally Week. Catching their
sleep on planes, working 20 hours a
dav. thev called on more than 4,000
dealers in five days. "Smartest move
we made," says Larry Scott, advertis-
ing manager of consumer products
divisions. "They knew Westinghouse
meant business."
The dealers responded. They or-
dered merchandise against the impend-
ing political campaign coverage pro-
motion. Thev gave over windows, floor
space and store lobbies for tie-in dis-
plays on the Westinghouse line.
The S."> million merchandising nut
was now cut up and allocated to dis-
tributors across the country. All kinds
of cooperative tie-ins were arranged.
In Greenville. S. C. the distributor
bought 510 20-second announcements
on WGSC. offered 100 of these to deal-
ers who agreed to buy two hours of ra-
dio time. Five dealers took part in the
project, and broadcasts were done
right in front of their shops by the
station's mobile mike.
In another area, a distributor
bought 1,155 convention tie-in an-
nouncements in four cities and made
them available free to dealers who
agreed to buy an equal number of tie-
in commercials for election returns in
November.
Dealers, distributors and station
people worked together to get best pos-
sible tie-in adjacencies throughout the
13-week political campaign. In Chi-
cago, the Independent Retail Mer-
chants Assoc, has signed for virtually
all such available time that \\ BBM can
make available.
On election night. Westinghouse esti-
mates that dealers will use 60 to 70' .
of all available adjacencies on C1!S
affiliates.
In a quick check. Westinghouse
Electric Supply, the company's dis-
tributing unit, found dealers have
bought more than J!. 000 tic-ins on local
CBS T\ alliliates and about as main
more on radio to identify with the
campaign. I'linl tie-in- have been
u-cd in about 1 55 newspapers.
But it'- not ovei yet. Election night
commercials will introduce the I0.>,
Westinghouse line of major appliances
and the drive continue-.
( !an a champion come back'.'' i mi
can be sure if it'- Westinghouse. ^
.'.I
SI'OINSOK
27 OCTOBER L956
nriques
THE FIRST
R. SPONSOR
Cameron Haw ley, author of '"Executive Suite" and ""(lash
McCall," was first ad manager profiled by SPONSOR 10
years a«jo when he was with Armstrong Cork. How does
he feel today about the broadcasting industry with which he
was closely identified? Here, from his "retirement," are
candid opinions on what has happened to radio and tv
Hawiey as Mr. Sponsor, Vol. 7, No. J, Nov. 7 946
35
"I'm amazed at the resurgence of radio,"
says Cameron Hawley. "What a socko good
opportunity for real strong programing!"
^^amenm Hawley. who started Arm-
strong Theatre on radio and t\ and
then retired from advertising in 195]
to write "Executive Suite" and more
recentl) "Cash McCall," was sponsor's
happy choice for its verj firsl "Mr.
Sponsor" profile 10 years ago. \\ hen
he came into town the other day, we
more 01 less shanghaied him up to our
offices i" gel hi- views on the changing
broadcast scene over the past decade.
His views, as it turned out, were that
•t\ suffers from a deep inferiority
complex . . . radio shows astounding
\ italitx .
"W hen I sa\ that tv suffers from an
inferiorit) complex," Hawlej said, "I
mean that so much of it is now blind!)
following the ruts that Hollywood
wore nut years ago. I don't mean re-
using old films— I mean the re-using
of a whole attitude that Hollywood has
been smart enough l<> largelj discard.
Television has proved it can stand up
wonderful!) well as its own medium.
It doesn't have to copj Hollywood-
least of all its mistakes."
Hawlej is a big man. six-four
solid-looking when still, cyclonic when
in motion. He was in motion dm ing
much of the interview, rising to pace
with giant steps as he phrased an an-
swer, then suddenly plunging into a
<hair as a sort of animated punctuation
mark.
"Speaking of HolKwood." Hawlc>
was pacing now — "there has been an
enormous improvement in the films
from there. There has never been a
AUTHOR <>f two best -sellers, Hawlej plan9
fi\<- mon novi Is non< on advertising
time that the pattern was so free and
broad for the Hollywood writer. But
television — instead of broadening its
pattern — is narrowing it.
"Heard of a case the other day,"
Hawlej continued, "where a tv pro-
ducer wanted to buy a script from an
author. 'Unfortunately,' this producer
told the w riter, 'we just can't go higher
than $2,000 for it because our talent
and production costs will be running
40 times that amount.' What kind of
proportioning is that?" Hawle\ said.
*'\\ hy the whole show is built on the
script — the script's the base!"
When, as advertising director for
Armstrong Cork Co., he started Arm-
strong Circle Theatre on NBC TV in
the spring of 1950, Hawley wrote some
of the scripts. But since leaving the
company, he has never written another.
(He has written, however — in addition
to his two best-selling novels — many
stories and articles for such magazines
as Saturday Evening Post, Life, and
Collier s.)
"There's a general atmosphere in
television that repels many writers w ith
integrity," Hawley said. "Oh, there
have been notable exceptions, and it's
certainly apparent that tv itself has
developed some fine talent. But too
much of the industry regards the writ-
er the way Hollywood did twenty years
ago. A good creative writer comes
into this atmosphere — or whatever you
want to call il — and finds himself up
against interference from every direc-
tion. He sees all these other people
with their fingers in his pie — SO he
sinipb steps hack and sav, 'Not for
me!'
"I'm not alone in this feeling." he
said. '" \ great main of m\ friends
in w i it in- -hare it with me. And don't
-it the idea I'm anti-tv. I'm extreme-
l\ interested in il- future. From the
beginning, I saw il a- a ureal dramatic
medium and still do.
\\ e raised the point that he had
written two great novels about the
\iimi lc .in business scene hut hadn i
yet gotten around i" advertising.
"Executh e Suite is the ston of a
furniture manufacturing empire; "Cash
McCall" deals with a clever, creati\e
operator who buys and sells com-
panies for quick capital gains. "Since
your own bailiwick was the advertising
business." we asked, "when are you
going to write an advertising novel?"
"ProbahK not for a long time."
Hawley said. "My personal reactions
and prejudices are still so strong that
1 don't feel at this stage I'd have suf-
ficient detachment."
We asked if there was something
else he had to say about television.
He thought it over.
"Well, I think one of the worsl
things is this ridiculous battle for
ratings," Hawley said. "The competi-
tive struggle for ratings among the
networks has a deleterious effect on
the whole industry. It's led to a com-
plete disregard of the fundamental that
a show must be produced to entertain
an audience. When a networks pri-
mary objective — and a widelv-publi-
cized one at that — is not to build a
great show; of its own, but rather to
tear down a show on another web —
then, to my mind, that network has
lost its perspective!"
Hawley sat down long enough to
remark that people will come to a show
if you have a show to begin with. Then
he got up again.
"And another ridiculous thing." he
said, "is this violation of every theatri-
cal tenet where a star drags another
star into one show to plug another
show. It's crazy! Who'd ever go to
a Broadway show if. in the middle of
'My Fair Lady,' some character was
dragged on stage to plug another showT
that the same producer was opening
next week?"
We picked up a fresh pencil and
posed a fresh question. "What about
tv commercials?"
"You know." Hawlej said, "there's
been a great improvement in television
commercials. The growing tendency
toward the 'quiet sell' and the \er\
pronounced trend toward a complete-
ARTICLE IN BRIEF
Cameron Hawley retired from advertising in
1951 to devote full time to writing, but is still
a close observer of the radio-tv field in which
he was involved. Television, he feels, suffers
from an "inferiority complex" reflected in its
attempts to ape Hollywood. It also suffers
from lack of appreciation of the writing proc-
ess, rating wars, free plugs. He's much hap-
pier with progress radio has made recently
SPONSOR
27 OCTOBER 1950
I\ honest approach that is making
most tv commercials so pood is influ-
encing all advertising. The effect is
quite apparent in print media 1>\ now.
"Understand," he added. "The vast
majority of advertising has always
had a high degree of integrity. Ex-
cesses only crop up occasionally in
certain areas or product types." Haw-
ley paused. "He\. I must have gi\en
you enough to write a book!"
We reminded him there wa- -till ra-
dio to discuss.
"I'm amazed at the resurgence of
radio!" he exclaimed. "I've heen par-
ticularly impressed in the last six
months by the number of people in
our circle of friends who've gone back
to radio listening. In fact, there just
isn't enough good radio. I mean, with
the kind of audience it's getting, what
a socko opportunity for real strong
programing!"
We asked what he meant by the
"kind of audience."
"I mean the qualit\ of the listeners,"
he explained. "Right after 'Cash Mc-
Call' came out, I had an experience
that astounded me. As a part of the
book promotion, I was asked to ap-
pear as guest one morning with Martha
Deane, the personality at WOK. Frank-
ly. I wasn't too enthused — figured I
was just going through some motions
for the sake of old friends.
"I must confess," Hawley continued,
"my skepticism stuck with me right
through the broadcast. Here I was
at 10:15 in the morning on a women's
show discussing the conflict between
the legality and morality of our tax
structure. It seemed like pretty hea\ \
fare for that early in the day. Yet
nothing we ever did," he said, "in
book promotion for 'Cash McCall'
at the local level brought more reac-
tion in the form of mail and phone
inquiries than that broadcast. And
the quality of the response! Heard
from a federal judge, two U.S. senators
and a congressman, from businessmen
and women, educators and attorneys.
Sometime later I was on the Tex and
Jinx Show on WRCA and it was the
same thing over again."
Hawley 's interest in both show and
audience is a genuine one with roots
in his early youth when he used to
snare jobs with ever) tent show, carni-
val, and circus that came to town. He
was born in a small counts >eat town
in the eastern part of South Dakota.
Hawley started writing when he was
a small box working at an after-scl I
job a- a prinlei'-. <b\ il. In lii-h school.
he established a syndicated column
Eor weekl) newspapers. He has never
stopped w i iting.
In l')2(>. Cameron Hawlej married
Elaine Gilford whom he mel while at
college in South Dakota. I he\ live
at Lancaster, Pa., on a 200-acre farm,
where thc\ raise Aberdeen \ngus cat-
""ll must have Itch wonderful to final-
Is escape the workada\ business
world," we said.
"Escape?" Hawley echoed. "I had
no thought of escape from business.
I love business!" He uol up from the
bookcase and returned to the chair b\
the desk. "Here's how it was: I'd
been living two li\cs simultaneously
I liked them both. The onl\ problem
was that both were expanding. We
were writing more and more (Hawley
frequently uses we in referring to writ-
ing since his wife and he work closely
togethei "ii c\ ei j project i and becom-
ing more successful at it. Finally we
had to make a choice.
"We decided that I might find a
little more in life to keep me alive
and fresh through writing than with
business." He strode over to where
we'd hung bin bat and trench-coat and
put them on. "W^ell, I'm pressed for
time," he said. We thanked him. and
billowed him to the e|e\ alors.
"When you said you loved the busi-
ness world.'" we remarked, "it >ure ex-
plains how7 you're able to take a plain
old business situation and write into it
such terrific suspense and high ten-
sion.'"
"But I don't write it in," Cameron
Hawley said. "Why do you think men
sacrifice their lives, get ulcers, den\
themselves pleasure, all in the pursuit
of business, if it were not a compelling
and exciting way of life? I don't write
in the suspense. It's there!" ^
HAWLEY did everything bul acl for "Armstrong Theater." Below, with Helen Hayes
SPONSOR
2 i OCTOBER 1956
PART 2
OF A TWO PART SERIES
DETROIT'S MEDIA MODEL T
IJuyers use outdated spot tactics, but sellers share the blame.
Air media should develop new ideas, streamline paper work and service
#%utomotives are imaginative in
everything hut their spot radio and
tr|r\ ision l>u\ ing strategj .
Why? SPONSOR, after talking with
ire than 10 automotive buyers and
time sellers in Detroit, outlined some
of the reasons in the first of this two-
part series > 15 October issue), Auto-
motives' use ol spot was described as
a mass fascination with sameness. The)
hu\ virtually the same markets at al-
most the same frequenc) ami during
the same period of the year — new
model time. I he) require onl) the
prime time-, ami tlie\ tend to overlook
a big prospect the women- audience
lied b) radio and l\ -pot. I lie\
bypass spot - flexibility, giving it after-
thought consideration.
But the sellers of broadcast time
share the responsihilitj foi tin- stereo-
typed strategy. Here air the -i\ re
ts in which their approaches fall
-lioit. based on the thinking of both
Detroit buyei - ami sellers ol ail time.
1. Spot is over-sold in certain peri-
od-, under-sold in others. One Detroit
rep admitted "radio created its own
monster" in hammering awa\ only in
behalf of earlv morning and afternoon
peak-traffic periods, when there s a big
bonus audience among automobile
drivers.
Salesmen of radio and t\ lime have
hit hardest on the most sought-afti i
periods, and on those with the most
obvious advertiser attraction. Detroit-
ers say these salesmen have neglected
those periods and adjacencies which
ARTICLE IN BRIEF
Auto manufacturers use spot in humdrum way.
First in this series reported on cars' buy-
ing habits in using spot only once a year,
in same markets at same time, with similar
copy. But sellers share blame for clients not
getting their spot dollar's worth. Spot sales-
men need imagination, new creative ideas,
simplified techniques, better servicing, more
dealer contact, sharper facts and figures
are more difficult to sell, hut which
ma) mean a richer audience and sales
reward to the buyer.
Carl Georgi. Jr.. media director of
D. P. Brother, the Oldsmohile agency,
added this perspective: "Radio is as
much to blame as anyone else. The
owners of air media sold t\ strongly.
and sold radio down the river. They
didn't have to do it. Radio and t\
people are the same, and the\ should
ha\e perhaps been talking out of both
sides of their mouths at the same time.
hut the) weren't. \ lot of broadcast
people were so whooped up on t\ they
figured there "d he no more radio. '
2. Rates are variable rather than
fixed. Main station- have both na-
tional and local rates. The price \aries
depending on who ask- for time, the
dealei group or the factor). One
agenc) executive recommends that ra-
dio and t\ adopt a one-rate policy for
all automotive bu) ing on behalf of new
<ii current-model cars. I hen uc d
SPONSOR
2' <>< TOBER 1956
have one price — with no confusion —
for all buyers."
There are nol onl) variations in base
rates, there are also plain and fanc\
forms of rale cutting. \ll the automo-
tive advertiser waul-, says one account
man, "is the same shake, and a fair
one, which our competitors get. \\ hen
we pay $75 for a one-minute radio
spot lo ad\ertise a new car. uc want
to know no one else is getting the same
thing for $50."
3. Selling i- unimaginative. One
large station representative's Detroit
manager sa\s most of his colleagues
sell "by rating, and that's all thev
know. Hut magazines and newspapers,
very successful in selling automotives,
sell by market, circulation and the
type of people reached. Too few of us
are preaching the concept of program
structure and facilities, and what we
do for the various audiences vve reach."
Another agency man charges radio
and tv have been remiss in "not creat-
ing ideas which show us how we can
buj spot effectively all year round. For
one thing, there aren't enough pros
selling radio and tv. An awful lot of
them are young, and they haven't been
steeped in sales techniques and in
learning how to compete with the long-
time pros selling print."
4. Spot doesn't mend its dealer
fences. The most important link in the
automotive chain of communication,
and of media selection, is the dealer.
Yet agency men and reps. b\ and large,
agree that this is the weakest link in
terms of radio and tv servicing.
"You have to keep selling the dealer,
because be determines policy," says
the account man on a car which spends
$30
annually on advertising.
"The local stations just aren't selling
these dealers, and if the dealers aren't
sold on radio and tv or what these
media can do for them, they don't
recommend that we buy spot when
planning time comes around."'
5. Spot buying is complicated. No
one seems to have the answer to the
problem of how the mechanics of spot
hu\ ing can be simplified. There's no
getting around the fact that a cam-
paign of 30 announcements a week on
126 stations in 100 markets is a lot
more difficult to bin than a full-page
ad in the Saturday Evening Post. This
buy also requires much more servicing
and a more complex lulling procedure
One agency vice president com-
ments: "We use spot, but we hate the
headaches! A lot more automotives
would l>u\ spot more regularl) if there
weren't t h.~<- lug problems. It"- hard
to handle, and it's e\pcn-i\e. Nine
times in in we sign a contract for a
set sum, and the actual hilling is far
different because ol -liili- and changes
We sign seven copies of the spol con-
tract, and ever) time there's a single
change in the a\ ailalulit \ li-t we ha\e
to rewrite the basic contract. We end
up signing as main as three contracts,
and maybe a fourth after the schedule
has actuall) been aired."
Agene\ men concur that spot IS i"-
herentlj complicated, and always will
be. Hut the) think there can be more
streamlined methods in the presenta-
tion of a\ailabilitie-. in the actual
buying and the order forms, in the
servicing and in the final reports that
the announcements have been aired.
(See "How to make spot radio and t\
normall) buj al the lasl minute, and
that the earlier we know about bis
-filing idea "i In- announcement the
better it is for everyone. Uso, it's
the responsibility of the local station
to let US know if we're being pre-
empted for a political broadcast, as is
frequently the case this year, <>r to let
us know if anything happens locally
which affects our schedules."
Richard T. Dohertv. president of
Television-Radio Management Corp.. a
Washington consulting firm, recently
asked a group of Michigan broadcast-
ers seven pointed questions. ( 1 > Are
you selling time or audiences? (2)
Does your copy sell? (3) Are your
rates sound? (4) Are you promoting
your station effectively? (5) Do you
know the advertising patterns of your
local dealers? (6) Do you sell con-
structively? I 71 Do you really know
Where Detroit buyers, sellers fall short
Buyers
BUY ONLY once a year. Cars
swoop in at new-car time, lose
impact which consistency provides
limit BUYING to rigid pattern.
I lies Imi\ only peak periods like
a.m. radio, nighttime television
AIR SAME copy. Cars stress simi-
lar copy points, miss out on plug-
ging their new, special features
IGNORE -pot's flexibility, its spe-
cial audiences. Higgest omis-
sion: the huge women's audience
Sellers
UNDER-SELL and over-sell. They
hammer at time slots most easily
sold, often miss new approaches
OFFER variable rates. Agency,
dealer organization, local dealer
— all get different price for spot
DON'T MEND dealer fences. Deal-
er is biggest cog in automotive,
yet radio and tv bypass him
COMPLICATE spot buying. Intri-
cate billing, multiple contracts
and service, need streamlining
easier to buy," 17 September 1956.)
6. Servicing is inadequate. Auto-
motive buyers have many complaints
about servicing. The) charge first of
all that too few broadcast salesmen
know the character of the automotive
business, which is certainly unique.
This lack of knowledge, the argument
goes, lead- inevitabl) to inadequate
recommendations to the agency, and
lo inadequate servicing of the agency
l>\ the rep and of the account b\ I In-
local station.
Says one timebuyer: "It's up to the
rep to come in and see us at least four
months before we -tart a spot cam-
paign. He should know that we don't
the potential of your market?
\n agenc\ vice president, listening
to Doherty, told sponsor "If we knew
the answers to all these questions, as
they apply to a radio or tv station,
Id be a lot more sold on spot.
Another advertising agency execu-
tive puis it this way: "T.\cr\ plane
which comes into Detroit is loaded
with media representation- burdened
with tell-tale package-, projectors and
easels. We've seen ever) possible pre-
sentation, statistic, chart, graph, film
and stud\ .
"\\ hat we want to know are facts
about the car market, and how it is
reai lied and sold." ^
SI'ONSOK
27 OCTOBER 1956
39
TOP
ADVERTISERS
Leaders haven't ehanged radically ;
everything else has in advertising's
10 years of greatest growth.
I he past 10 years may some clay be
referred back to as the Golden Age of
\il\ ertising.
In that 1946-56 period advertising
came up with a virtual bang because
ii had so mam factors pulling for it.
Here are some of them:
1. A fast-moving economy re-
bounding from war shortages.
2. Solution of production problems
in part through wartime discoveries.
3. The development of countless
new materials, products and services.
!. The advent of the marketing
rev olution.
5. The sharpening of the effective-
in ss nl radio and the emergence of
t\ as a uniquel) potent medium for
demonstrating ami selling.
6. Tin- almost unbelievable growth
of I.. S. population.
In L946 the manufacturer of mass
consumer products in a wa\ was
marking time for the big push. Many
kept their advertising campaigns go-
ing more out of a wish to keep the
name before the public than a need
for more customers. They could still
-ill u hatever the) pi oduced.
In the interim there was a wealth
of experimenting with materials and
products that emerged in defense-oc-
cupied factories and laboratories.
Plans accumulated on the hoards.
When the production Hood broke
in full force the following two \ears,
rtising expenditure i""k mi an
accumulating momentum that, with
tin- exception of the Korean \\ ar, has
never diminished. In these 10 years
advertising skyrocketed from a $3 bil-
lion to a s I o billion business.
Comparing 1946 to 1956 the adver-
li'inj leaders haven't changed much.
I he soaps and foods were on the vei j
top in 1946 by virtue of the fact, as
it turned out, that the automotives
v. ere constrained by a limitation of
product and absence of a really com-
petitive market. Once this market
developed — and that came with the
end of the Korean imbroglio — the
automotives. particularly General Mo-
tors and Ford — rapidly assumed lead-
ership in the advertising marts.
Examples: in the 10-year span General
Motors went from $10 million to an
estimated $125 million; Ford, from
around $6 billion to an anticipated
$60 million for 1956 and Chrysler,
from $2^/2 million to an expected $30
million this year. (These are estimates
including spot t\ and radio and other
media not in the charts at right.)
A cascade of new products and new
methods of marketing — highlighted by
the fast growth of the super market —
sparked the doubling and tripling of
ad money among the leaders in the
soap and food-processing fields. The
ratio of increase has been even greater
among the major tobacco companies.
An important contributant: the
marked increase of brands. In 1946
there were some eight popular brands
of cigarettes on the market. W ilh
the emergence of the king-size, the
filter-tip and the mentholated type
this market now contains over 30
brands with more coming.
Other industries that have helped
swell the advertising tide have been
the electric appliances, the heavy
metal industries — like Alcoa and
Kaiser — and paper products. For
instance, General Electric in 1946 was
accredited with an expenditure of
about $6 million. East )ear its total
in measured media was $26 million.
Westinghouse's investment for media
in '46 was $1.8 million. Nine years
later Westinghouse's expenditure was
tabulated at $8.7 million.
The improvement of the freezer and
lefrigerator and the tremendous ex-
pansion of their market brought about
two things of special moment within
the grocerv manufacturing business:
{Article continues page 42)
A partial picture of advertising growth
The chart at right includes network radio figures for 1946 onl\ because
in 1955 I'll? ceased reporting net radio figures. It is onlj a partial
picture of advertising expenditures in other respects as well: I 1 i The
1MB figures for network i\ in 1955 include gross time only, no costs of
production. (2l Spot t\ and spot radio, the air media counterparts of
newspapers, are not recorded. Spot radio spending b\ individual com-
panies are not published a condition which sroxsoK has long sought
to remed) (see page 100). Spol iv figures, while the) are now pub-
lished hv TvB, wen- nut available until the last quarter of 1055. An
index of the change addition of missing air media hillings would make
in the figures for companies above is provided hv these totals: In L955,
network radio hilled a smNsoK-estimated $1 15. ()()().()()(). Spot tv bill-
ings 1 « • i L955 totaled a SPONSOR-estimated $295,000,000. Spot radio
hillings for that year were at a SPONSOK-estimated $1 1 4.000.000.
K»
M'iiVmii;
27 OCTOBKR 1 ')■■>(>
1946
RANK ADVERTISER NEWSPAPERS MAGAZINES
Procter & Camblc $3,723,937 $3 612 483
Sterling Drug .... 1,625,687 1,676,843
Ceneral Foods _ 2,076,634 2,794 126
Lever Brothers ... I 641 240
Ceneral Motors 2,573,092 5'793689
Colgate-Palmolive-Peet .... 3,665.763 2 081674
Ceneral Mills 1,849,268 I,033.'l44
American Home Products 946,434 1 837 469
Bristol-Myers 1,150,372 3,386 403
Distillers-Seagrams 2,505,956 4,367150
11. Ceneral Electric 739 874 4 30178
12. Schenley Distillers ... 1,697,464 3[422623
13. Miles Laboratories 168 230 325 349
14. Ford Motor 841,352 3 919112
15. Reynolds Tobacco 892,616 2663 '036
16. Swift 1,346,973 2,844196
17. Liggett & Myers Tobacco
18. American Tobacco . 1,489215 1047 917
19. Standard Brands 817',599 l'689290
20. Borden _ 1,162,577 2. 133835
21. Quaker Oats 1,343.081 512 471
22. Campbell Soup ..__ 9,308 1 695 040
23 National Distillers 1,164,224 3 01 5*7 14
24. Philip Morris 899,991 '986004
25. Coca-Cola 977,264 1,083935
26. National Dairy Products 954 194 1313 726
27. Kellogg 550,359 '364 413
28. Eversharp 783,241 1 046 193
29. Lambert 1,185,967 2,1 16751
30. Andrew Jergens 709,967 1 298' 123
31. Brown & Williamson Tob. 1,144 886 ' 64 265
32. Hiram Walker & Sons 811,491 2 445065
33. Texas Company 205,790 1,678 525
34 American Tel. & Tel. 2 066 148
35. Carter Products 658 875 540 317
36. R.K.O. Radio Pictures 268,200 2 555' 553
37. Socony-Vacuum Oil 321,208 1 625 751
38. War Assets Admin 2,510,173 '185599
39. Chrysler 503,038 l,852,'l87
40. Manhattan Soap 305 198
41. P. Lorillard 552,337 469090
«. Philco 182,109 573,890
43. Libby, McNeill & Libby 411 116
44. U. S. Army Recruiting 1,083,053 648555
45. U. S. Rubber 198,692 1542 513
46. Cillctte Safety Razor 572,769 601 '465
47. Coodycar Tire & Rubber 104 367 2 235' 647
48. B. F. Coodrich 24,836 1802 607
49. DuPont de Nemours 67.936 1,492 933
50. Doublcday. Doran 1,246216
51. Prudential Insurance 8 462 441725
52. Armour 599,249 1 390 298
53. Parker Pen 605.109 832 303
54. Nash-Kelvinator 262,629 1278 933
55. Pennsylvania R. R. 650,429 1 478 959
56. Radio Corp. of America 181,226 1346 210
57. Carnation 293.774 '373 670
58. R. B. Semler 877 205
59. Firestone Tire & Rubber 22 008 1 289 318
60. Curtis Publishing 941,126 ' 187 930
61. Ralston Purina 154 909 471819
62. B. T. Babbitt 90^488
63. Corliss Lamont .... 581,700 1416 162
64. International Cellucotton 300,991 1648 440
65. International Harvester 100806 1223 353
66 U. S. Steel 724'886
67. Lewis Howe 36 915
68. Westinghouse Electric 221483 389 229
69. 3. C. lohnson & Son 362 119 561648
70. Wm. R. Warner 382.042 91 5^386
71. Lehn & Fink 653.475 1099 629
72. Wander 520.961 734722
73. Vick Chemical 381,573 1,068311
74. E. R. Squibb & Sons 111.219 833 790
75. National Biscuit 462.977 1,261981
76. Amer. Meat Institute 110.045 807 443
77. Loews-MCM 519,988 1,171.670
78. Florida Citrus 880.295 482 375
79. F. W. Fitch 288.807 114 993
80. International Silver 20 824 1010 538
81. Union Carbide & Carbon 15.504 1 527 830
82. Continental Baking 809 899
83. Corn Products Refining 138,806 1,372 770
84. Park & Tilford 795 262
85. Clenmore Distilleries 274,973 1222 702
86. Sun Oil Company 456,852 22 656
87. Eastman Kodak 1 471 271
88. Serutan 194 370
89. Best Foods 633]317 810.006
90. Allis-Chalmers 34 613 438 709
91. Electric Auto-Lite 223 937 263 687
92. American Cyanamid 885 811
93. Stokely-VanCamp 116.321 931J522
94. Bayuk Cigars 119,121
95. Wildroot 160,541
96. Zonite Products 149419
97. Bourjois 189504
98. Chesebrough Mfg. 323 641
99. W. R. Sheaffer Pen
100. Seven-Up 17,231
*
NET RADIO
$17,319,744
9,455,334
7,713,191
5,789.439
2,181.127
4,564,309
6,801,830
6,687,850
2,618,285
3- MEDIA
TOTAL
1 ,730,488
1,232,669
5,837,803
1,534.667
2,616,594
1 ,865,658
2,734.140
2,090,894
2,017,976
1.189,957
2,425,474
2,491 ,030
2,280,443
2,011,405
1 ,702,684
2.791 ,967
1,854,772
295,901
1,511,238
2,128,653
n683"31~8
807.990
1,662,780
864,922
336,672
2,186.698
1 ,605,893
1 .806.230
1,609,684
783.581
725,685
1,185,245
686,592
1,770.158
196,124
714.353
608,700
807,312
288.520
490,880
527,840
308.498
381,839
908,850
320.892
1 249.275
572.983
"706,515
1,010.256
i',266,839
"96l|074
869.364
455.010
297,006
1.220.280
875,267
681.868
596,779
668,944
620.364
360,368
$24,656,164
12,757864
12,583,951
10.902.422
10.547.908
10.311,746
9,684.242
9,471.753
7.155 060
6,873,106
6,772.103
6.352,756
6.331.382
6.295.131
6,172.246
6.056.827
4.738.585
4.628.026
4.524 865
4.486,369
4.281 026
4.195.378
4.179.938
4,166.438
4.072.604
3,970,604
3,706.739
3.684.206
3,598.619
3.519.328
3,337,804
3.256,556
2.967.633
2.874.138
2.870.018
2,823.753
2,811.881
2.695.772
2.691,897
2.670.611
2.627.320
2.562.229
2,548.242
2.515,189
2,466,890
2,359.479
2.340.014
2.308.915
2.247.461
2,225.949
2,220.345
2,185,671
2.151.765
2,150.262
2,129.388
2.127,660
2,120.702
2,108,483
2.102,570
2,100,939
2.097.861
2.020,720
1.997,862
1,949,431
1.933,951
1,891,996
1.880.118
1,835,447
1.818.685
1.801,669
1.791.585
1.784,034
1.780.280
1.749.100
1.724.958
1.724.800
1.691.658
1.683.562
1.653.075
1.604.345
1.543.334
1.516.414
1.511.576
1,508,537
1.497.675
1.489.764
1.471.271
1.461.209
1.443,323
1,434,396
1.356.988
1.349.639
1.344.849
1,339.401
1.324.328
1.322.167
1.314,123
1.301,083
1.300.761
1,286,449
RANK AOVERTISER NEWSPAPERS
1 General Motors $62,587,251
2. Chryskr 24,058,711
3. Procter & Gamble 7,946,306
4 Ford Motor 29,610,982
5. Ceneral Foods 8,665.524
6. Colgate-Palmolive
7. General Electric
8. Gillette 2,097,957
9. American Tobacco 4,273,234
10 Reynolds Tobacco
11 Lever Brothers 7,672.939
12. Distillers-Seagrams
13. General Mills
14. Amer. Home Products 2,469,658
15 National Dairy Products
16. Campbell Soup 2,344,703
17. National Distillers
18. Bristol-Myers 2,384,543
19. Liggett & Myers Tobacco 1,569,970
20. Studcbakcr-Packard 6,025,371
21. P. Lorillard 726.813
22. Schenley Ind. 5.925,590
23. Coodycar Tire & Rubber 2,110,507
24. Pillsbury Mills 1,608,694
25. Swift 3.185.454
26. Westinghouse Electric 2,514,967
27. American Motors
28. Radio Corp. of America 2,365.379
29. Borden 1,855,566
30. Philip Morris 4,805.642
31. Standard Brands 2,884,460
32. Coca Cola 2.775,109
33. Amer. Tel. & Tel. 429.628
34 Kellogg 1,355.155
35. Du Pont de Nemours 1,011.280
36. Quaker Oats 2,592.870
37. Armour 3,407,594
38. Natl Biscuit _ 3,528,133
39. Nestle 2,772,989
40. Johnson & Johnson 1,714,839
41. Sterling Drug 2,552,622
42. Intl. Cellucotton 2,077,914
43. S. C. Johnson & Sons 872.729
44. Carnation 1,671,578
45. Eastman Kodak 1,030.386
46. Scott Paper 275,272
47. Texas Co.
48. Firestone Tire & Rubber 1,331,551
49. Hiram Walker, Coodcrham
& Worts 2,774,618
50. Culf Oil .._ 2,495,161
51. Helene Curtis 1,663,714
52. Hunt Foods 2,645.666
53. Warner-Lambert
54. H. J. Heinz 969,949
55. Rcvlon 685.252
56. Serutan 429.135
57. Best Foods 1,661.495
58. Avco Mfg. 1,016,306
59. Philco 990.716
60. Spcrry Rand 168.673
61. Jos. Schlitz Brew. 706.432
62. Miles Labs. 273.771
63. Monsanto Chemical
64. Chesebrough-Ponds „.._ 1,444.949
65. Brown & Williamson Tob.
66. U. S. Steel 606,017
67. Borg-Warncr 1,982.556
68. Pepsi-Cola 2.314.609
69. Socony-Mobil Oil 2,562.350
70. Shell Oil 2,407.907
71. Sylvania Electric 634.566
72. B. F. Coodrich 717.263
73. Dow Chemical 111,210
74. Corn Products Refining 1.083.720
75. Eastern Airlines 3.400.639
76. Andrew Jergcns 646,534
77. American Airlines 2,697 004
78. Sunbeam 669.578
79. Armstrong Cork
80. Pabst Brewing 1.378.172
81. Wm. Wrigley, Jr. 1,829,295
82. Doublcday 2,257 430
83. Clorox Chemical 2,463.665
84. Hazel Bishop 250.874
85. Admiral 568.080
86. Brown-Forman Distillers
87. Aluminum Co. of Amer. 170,065
88. Trans World Airlines
89. Simoniz 48-
90. Time. Inc. 2,749 181
91. Reynolds Metals 86 840
92. Lehn & Fink 38 211
93. Prudential Insurance 1.371 600
94. Pan Am Airways
95. American Dairy Assn. 92 758
96. Union Carbide & Carbon 1,003,377
97. Rcxall Drug 323 667
98. California Packing
99. Creyhound 1,861 634
100. Wesson Oil-Snowdrift I 600
3- MEDIA
MAGAZINES
NET TV
TOTAL
$26,014,055
$102,678,879
9,365,144
50.696.624
11,972,263
33,fc.
49,002.374
8,879,793
47,139,575
11,972.269
34.477.003
4,028.525
18.6'-
32.061,703
11.421,868
7.40.
26,381.864
2,588,499
15,740.216
20.426,702
5,004,593
10,70
19.981.652
3,023,535
12,230,666
19,047.603
1.631,515
9,444,752
18.749,206
7,656,469
17.466.637
3,912,298
17,277.030
2,257,291
9,249,054
13.976.003
3,042,078
5,917,999
13,771,503
6,343,190
3,885,385
12.573.278
5,277,958
11.943,046
3,616.053
5,0,'
11.023,731
1.927,360
7,430,797
10.928.127
2,745.966
1,547.854
10.319,221
2,627,891
6.446,082
9,800,786
3,523,550
9,449.140
5,085.121
2,1 I
9.391.039
2.189.487
5,291,324
9.089,505
1.602.115
3,910,214
8.697,783
1.751.532
4.392,870
8.632,369
2,000,861
3,030,253
8.407,468
4,226,167
1,734,456
8,326,002
2,188,370
4,255,206
8,299,142
2,214.691
1,256,250
8.276,583
3,689,876
1,551,016
8.125.352
1.761,375
3,012,362
7.548,846
7,018.971
7,448.599
1.308,257
4,669,869
7.333.281
5,278,670
790,609
7,080.559
2,662.109
1,674.104
6.929.083
1 ,539.669
1,609.374
6.556,637
420,158
2,548,322
6,496,613
1.741,614
1,760,274
6.274,877
3.406,105
1.133.907
6,254,851
2,111,935
1,414,613
6,079,170
3,052,955
914.648
6.045.517
1.564,766
3,524,450
5.961.945
2,416,557
1 ,749.928
5.838.063
2,557,892
2.056,147
5.644,425
1,548,509
3.573,004
5.378,785
2.361,843
1.777,203
5,264,138
2,291,212
1,561,750
5,184,513
2,355,042
5.129,660
396.918
2,162,585
5.054,664
1,178,269
2,129,197
4,971.180
2,061.119
4.706.785
1,774,568
2,102.590
4,670.849
1 ,480,302
2,098.569
4.548.820
890.976
2,884,825
4.461.053
4.252
3.860.070
4.293,457
958,222
1.660,916
4,280.633
1 ,666,664
1,582,420
4,265.390
1 ,504,542
1,758,955
4.254.213
2.004.552
1,910,957
4.084.182
1 ,076.055
2,272,776
4.055.263
734.650
3,039.440
4.047.861
1.382,715
489.894
4.035.832
1.314,206
1.186,365
3.945.520
941,440
2,171,911
3,870.402
1 ,454,049
1,800,440
3,860,506
1,877,889
3.860.445
898.690
518.775
3.732.074
1,137.149
3.699.499
1,208.496
3.616.403
835,714
2.142.450
3.612,730
1,782,515
966.903
3.466.654
810.074
2,542.192
3.463.476
1,575,687
793.977
3.453.384
3.400.639
1,468,787
1 .261 .895
3.377.216
619.691
3,316.695
1.218,501
1,389.141
3.277.200
1,809.370
1.374.555
3.247.320
8,000
1,694,902
3.081,074
461.470
741.360
3.032.125
774.400
3.031.830
554.096
3.017.761
680
2.984.554
1,006.514
1,403,989
2.978.583
1 .465,502
2.971.370
1.006.877
1 ,746.930
2.923.872
1.217.934
2.893.492
179.275
2.180.458
2.843.145
68.508
19,272
2.836,961
941.491
1 ,805.609
2.833.940
676.918
2,111.419
2.826.186
9845
1.361.832
2.787.274
867,039
508.140
2.730.311
898,270
1,733.702
2.724.730
1.566,934
148.740
2.719.051
2.350
43.284
2.717,095
1 ,946.294
391,645
2.702.834
2.701.313
1,028.350
270,830
2,670,780
*
NOTE:
PIB stopped measuring network
only. Magazine and network figu
radio midway in L955, hence ehart above includes net radio /or L946
res are Pill, \enspuper figures are from 4NP /"v llureau of Advertising.
an overhauling oi the distribution
process and the introduction of hun-
dreds of frozen products. Frozen
fruit juices fought through advertis-
ing for a fa>t growing market, with
such air-advertised brands as Minute
Maid. Flamingo and Snowcrop among
the leaders. Soon following were the
frozen prepared food- and a huge ex-
tension of the frozen vegetable market.
The battle for leadership was on and
advertising dollars poured forth in
terms of main millions from this
source alone. Mid -till another post-
war item in the grocer) field that con-
trihuted it- own heavy largess to ad-
vertising was instant coffee.
Referring strictlj to tv. the power
nl demonstration proved to be the
\er\ thin» the doctor ordered for the
health aid field. He\ Ion. Topi. Helene
Curtis. Ha/el Hi-hop. Cot\. Max
I actor, Mme. Rubenstein and Avon
emerged as appreciable spenders,
some network, others, in spot. Ad-
vertising, with the accent on tv, also
gained heavily from the male toiletrj
held, especiall) with the emergence
of the canned lather. Deodorants in
all forms hit the market in quick
profusion and the consumer target
was extended to the less gentle sex.
Iii the drug field the stor\ of boom-
ing ad expenditures was quite similar.
Two outstanding examples are Block
and Pharmaceuticals, Inc. — both out-
standing twrs of television. Pharma-
ceuticals has budgeted almost "M 2
million for network tv alone for the
current fiscal year.
Came the marketing revolution and
the reaction as to their particular role
in it was quite mixed among the agen-
cies. Some were quick to realize the
import of this great change in Ameri-
ca's economic pattern and staffed them-
selves with experts in distribution and
field selling problems.
One agency, in particular, McCann-
Frickson, latched onto the marketing
bandwagon with complete enthusiasm
and unstinted expense. Marion Har-
per. Jr., became a sort of Elijah in as-
sociation speeches and new-account
pitches, declaring that the emergence
of the super market as the prime retail
channel and other distribution factors
required ilia reorientation of think-
ing in advertising and ( 2 I a closer re-
lationship between the client and the
agency in marketing planning and
strategy .
Harper also was quick to recognize
the role that television was to play in
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this distribution revolution. Consum-
ers, be argued, had to be everlastingly
pre-sold before they stepped into that
super market. And within that concept
there obviously lies the reason why
McCann-Erickson rates among the
\er\ top in tv agencies: it looks like
an $80-million billing in that medium
alone this vear.
Among the other agencies that cot-
toned more or less quickly to the idea
that guidance or marketing problems
had become an agency function were
BBDO. William Est v. Lennen & New-
ell, SSCB. Benton & Bowles, Leo Bur-
nett. Cunningham & Walsh, and K&E.
A few of the major packaged-good
agencies apparently still prefer the old
form of client-agency relationship:
create advertising that will successfullv
sell good and sta) clear of his distri-
bution and manufacturing problems.
Meanwhile more and more leading
manufacturers of consumer products
are realigning their top management
structure so that authority over adver-
tising falls within the purview of the
marketing director.
In brief, it has been a 10-vear span
of brilliant progress for advertising
;;s well as the American economy.
This 10-year period has also wit-
nessed conspicuous changes in the
sources of program creativity and con-
trol. In 1946 the agencies were still
the main fount of sponsored network
programing, even though the networks
themselves and independent packagers
were making a determined bid to cap-
ture a substantial share of this field.
Still in bloom was the era of such
agencj showmen as the late John I .
Reber (JWT), the late Arthur Pryor
i I?r»l)() i and M\ron Kirk ikudner).
Also the amazing soap opera assembK
line, presided over b\ the nonpareil
Frank and Mine Hummer! who.
along with Irna Phillips may be
credited with converting daytime radio
into an advertising empire of its own.
However, l(M(> marked the end of
anothei era in radio advertising
when heads nl sponsoring companies
maintained a strong hand in the selec-
tion ami producing ol programs.
George Washington Hill, who died in
September of thai year, was of that
tribe in a class l>\ himself. Hill not
onl\ determined the formal of The Hit
Parade but kepi a constant check on
the musical numbers thai went into the
-Iii > w and the baud's maintenance of
that fast and hard-hitting tempo, which
became the program's trademark.
12
SPONSOR
2, OCTOBER 1956
KMOD
MODESTO
delivers California's
Modern Metromarket
with a billion dollars
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KMOD's balanced
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to Californians who
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ABC Network plus
Local News
Local Personalities
Local Sports
Local D J Programs
KMOD— MODESTO
CALIFORNIA
Represented by
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In Eastern North Carolina,
it's nearly everyone for
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With a Class D 20-second "10
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If that's too much to shell out, then
try a Class D ID "10 Plan" for a
cost per thousand of 15yt.
Whether your budget is peanut-size
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WNCT . . . first in every minute
of every hour of every day . . . day
and night, according to the Jan. '56
Telepulse of 19 counties. Eastern
Carolina's No. 1 TV Station.
tfutHvitU *%>(?.
NotabU anion- the other industrialists
who took a personal hand in the com-
pany's radio programs were Henrj
Ford and Harvej Firestone, lord's
own preference^ were for the nostalgic
and old-time spiritual observance,
while liie-toiie leaned toward the cul-
tural and the bigname artist.
In terms of creali\ it\ and control,
programing -lipped out of the hands
of the agencies over this LO-year peri-
od. The finishing touch was due not
so much rising under-the-line costs
and economics of maintaining expen-
sive production staffs bul their Lnabil-
it\ to compete with the lavish, Zieg-
feldian thrusts dealt b\ Pat Weaver
via NBC. With hut one outstanding
exception, it wasn't long before agen-
cies ceased to function as programing
i reatoi - and pi oducei -. I he e .ccpl ion
was J. Walter Thompson.
Another era — which started back in
VY.\'l when the anemic- were the de-
velopers and the producers and the
networks merely the carriers — had
come to an end. ^
C.~pb.ll O." Mg.
THE AGENCY RETURN
[Continued from page 29)
\\\{. were late closing out their fall
sales compared to previous years,
partly because of the extra competi-
tion. Therefore clients had a chance
until much later than last year to get
their shows on the air.
• \genc\ men expect to see more
time periods opening up in Jan. than
usual. Partly because the audience is
pulled in three directions and also
because there were no unusual pro-
gram innovations on network this
year, ratings have been disappointing
to some clients. P&G and General
Foods, for instance, are looking for
co-sponsors on their new shows.
Agencies are hiring programing
men: Getting enough top-flight t\
personnel is a problem in agenc) t\
departments right now. But there are
a number of agency tv producers and
department heads who could head up
network programing operations. After
all. Pat \\ea\er. Ilubbell Robinson and
Bob Lew inc. to mention just three of
the outstanding creative network per-
sonalities, all came out of agencies.
Now agencies are trying to attract men
of this caliber back in.
"Of course, having shows staff-
directed and staff-produced has handi-
caps beyond the problem ol getting
Participations
Available in
580 Warner Bros.
Films on KCRA TV
KCRA-TV has just made the
biggest film buy in the Sacramento TV
market — 580 WARNER BROS. FILMS.
This means bigger audiences...
greater entertainment, selling more
products on clear Channel 3.
Add to this the Columbia Screen
Gems and General Teleradio packages
already on KCRA-TV, and you come
up with the four highest rated" parti-
cipating movies in Sacramento:
PROGRAM
VALLEY PLAYHOUSE
(Mon.-Fri., Follows
"Queen for a Day")
Avg.
ARB
Share
Audience
Avg.
ARB
Rating
74.4* 12.4
59.4% 9.5
SUNDAY AFTERNOON AQ h%> | ft A
(Sunday, 4 p.m.) lU.U I U.I
39.1* 10.6
THREE STAR THEATRE
(Fri . , 10:30 p.m.
Sat., Sun., 11 p.m.)
•
MOVIE FOR A
CAPITOL THEATRE
(Saturday, 5:30 p.m.
Dominant film programming .. .one
more reason why KCRA-TV is the
highest rated NBC station in the West.
* All ratings from
Sacramento Television Audience
ARB: June 2-8, 1956
KCRA-TV
CHANNEL 3
SACRAMENTO, CALIFORNIA
100,000 Watts Manmum Power
represented by
Edward Petry I Co.
SPONSOR
27 OCTOBER 1956
1 1
me iciTi^c nmi trie inoit suusGriuers
LARGEST SAMPLING OUTSIDE U. S. CENSUS
COMPLETE RESEARCH SERVICE
— an extension of advertisers' and agencies' own research de-
partments— providing many "custom-made" surveys for stations,
networks
Pulse's established monthly interviewing in the home make- it possible
for you to obtain special surveys of wide variety, expedited confiden-
tially, with speed and economy.
Inventories in the home Pulse staff interviewers enjoy unique en-
tree I < > i getting current data from pantry, refrigerator, and medicine
chesi purchases or the complete range of major household appliances
and automobiles. Purchases are actually seen and verified.
Product marketing assistance New models, new products, new
usage, before-and-after comparisons: preference voting; dealer outlet
experience; income available for rental or purchase; price levels and
pricing policies.
Credibility studies How understandable and believable are your TV
commercials? Radio and print-copy claims? How sales-effective?
What elements are ham-stringing consumer-acceptance? Pulse works
directlj with advertisers or their agencies — to provide usable, construc-
ti\e help for creative team cooperation. Pilot-testing, full-run, a 100' <
confidential sen ice.
Program Profile Studies Too often a show is dropped, just when it
is beginning to click. Pulse interviewing in depth, utilizing scientific
techniques ol question-asking and questionnaires — documents the facts
and gives evidence of true show potential, or reveals it as a dismal flop!
Developed for network usage, a life-saver in critical situations. Informs
exactl) what musl be done to improve a show under natural conditions
of view ing and listening.
Over-night, large-sample reports PERSONAL COINCIDENTAL
IN I l.l!\ II, \\ IN<; from minimum-samples of 1.500 families visited right
while a -how is telcca-i. can give you complete ratings, audience com-
position, and audience reaction, the very next morning . . . the fastest
authentic-information, available from large-scale, fool-proof samples
thai arc Pulse-validated in every respect.
Pulse area studies for radio television eliminate any doubtful claims
or guess-work about the true picture of am station's marketing effec-
tiveness. I he TV or radio coverage of actual usage — not engineering
data are convin< in- -ale- ammunition for stations and reps.
CPA's — Cumulative Pulse Audience surveys show the total homes
reached b\ each station daily, weekl) — for the usual periods, and the
plus of post-midnight viewing and listening. TOTAL \l DIENCE
irc-home and out a certified performance audit of each famil) inter-
viewed, including all members of the Family.
Obex thai impulse get in touch with Pulse right now while you sean
this. Jusl phone Judson (>-.">•'! I (> or write.
This month throughout the U.S., 150,000 homes are
being interviewed for next month's "U.S. Pulse TV"
PULSE, Inc., 15 West 46th St., New York 36
Telephone: Judson 6-3316
IN LOS VM.llls — <>399 WIISIIIHK BOULEVARD — WEBSTEB 1-2411
good people and being able to afford
paying them," says George Wolf, tv
and radio head of Ruthrauff & Ryan.
"1 think the agency supervisor or
producer is in a stronger and more
llexible position if he can tell the pack-
ager to get a different director for the
show, rather than having to fire a staff
man. In doing the entire production
on staff, the agency risks having an
unwieldy, costly and demoralizing
unit within the department, like having
an indepedent package unit within an
agency. Consider just the effect upon
commercials producers, for instance.
These men are permanent- who keep
relatively regular agency hours. Pro-
gram producers can't be squeezed into
a mould/'
The need to mantain a large and
permanent show production staff
makes it unlikely that agencies will
rush into actual show packaging.
While network television as a whole
tends to favor the large agency over
the small, a sudden need for agencies
to produce showp would make it
difficult if not impossible for any but
the top 10 or L5 agencies to handle
live network programing.
Even producing shows within the
agency need not mean carrying a con-
tinuous and staggering additional pav-
roll.
"The networks don't have a Leland
liavwanl on payroll year-in-year-out,
says McCann-Erickson v. p. Terry
Clyne. "And the top talent among
producers and directors as well as
among performers prefer maintaining
some independence and flexibility. So
there's reallv little difference between
having the network hire a producer of
this caliber or the agency doing so for
the client. In either case, such a man
is called upon to do one specific job.
No agencv could afford to have him
permanent!) available."
Yet. while most agencies agree that
men of that caliber would be called
upon for special shows onlv and
charged off to the client, they do
recognize the growing need for
agencies to have competent producers
and director- on staff, comparable to
the permanent network staffs in back-
ground, if not in numbers.
"I don't see how you can be respon-
sible for a show, if you're not on top
of it, and after all. the agenev is re-
sponsible whether it's packaging the
-Imw or supervising it," savs 'loin
Lewis, ncwlv appointed tv and radio
v.p. of C. L. LaRoche Co. Lewis is
an example of the t\pe of background
agencies seek among t\ toppers these
da\s. He has liis own independent
packaging company on the West Coast
and produced and wrote features a-
uell as tv shows.
"Agencies that are too small to
have men with show business experi-
ence permanently on staff. ma\ be
hiring consultants to represent them
and their clients when it comes to
creating and developing shows for
clients," Lewis suggests. "But cer-
tainly for their commission, clients
are entitled to having their agencies
fully responsible for their show-. \n<l
an agency can do this onlj if it has
top-level people available to it who can
handle the talent and the packagers."
Show control won't be financial:
Must agencymen feel thai the ri-k of
show investment would be too great
for agencies to undertake, although
some agency tv v.p.'s have speculated
that such a hold on a client's show
would be strong protection for their
accounts.
Generally, however, agencies feel
that it might be too big a price to pay
for keeping an account. When a
clients show is successful, he usualK
tends to stay with the agency that
bought or developed the program am -
how. An outstanding exception to this
rule-of-thumb, which has given main
an agency tv v. p. pause for thought, i-
the case of Revlon and The $64,000
Question, which Walter Craig of NC&K
helped shape into its final form. Yet,
despite the shows immediate success,
the client pulled out the show and gave
the account to BBDO; Revlon, how-
r\ er, has i ontrol of the show .
In tin- "|,| radio days, "I course,
i' i'-- frequently no! only packaged,
hut owned title to shows. Tin- long
hold they had en the very Bhow idea
i- again illustrated l.\ The *(>},<)0<)
Question which -lill pays royalties
i" Milt Biow, original owner "f the
radio show on which the t\ program
wa- based.
"\\ hen thi- agent \ i reates a show
or conceives a show idea, we (in n it
over to the client," say - SS( !B t\ -radio
V.p. Phil Cohen. "But thai- individ-
ual agenc\ polic\. \ctually. joint
financing is conceivable. Vfter all.
many so-called network show- are
combination packages jointly financed
by stars and talent agents along with
the networks."
Of course, there have been main
example- ol agencies financing and
owning film show-: Win. K-t\ owned
Man Against ('rime and The Hunter.
I\\ I' owned Foreign Intrigue.
Agencies want networks in pro-
graming: What kind of quality will
agency production bring to the net-
works? Opinion on this subject runs
the gamut from total condemnation of
the agencies by outsiders to citing
(hem as defenders of programing in-
novations and culture. Essentially,
most agency t\ heads want as main
programing sources as possible. No
one segment of the industry control-
ling all programing would he healtln .
"If agencies alone controlled -how-.
the small client might be tempted to
put on Who Hit Vellie? on a slOOO-
production budget, and trust to the
time slot to deliver the ratings," says
Myron kiik. Kudnei t\ and radio v.p.
I le agrees w iih the majority of top
agency i\ executives that the networks
should maintain a degree of control
to protect the public interest. Many
agencymen add that network- are bet-
ter suited to do such major projects a-
Toda) or Heine which are to be sold
on a participation basis. If the nets
withdrew from production, they feel,
ii would be toughei for small adver-
tisers to Inn into suitable vehicles.
■' Agencies don't have the opportu-
nity to do things like Playhouse 90,'
he >a\-. ""Because the\ can't afford the
investment in a staff. The networks
have to do bigger-scale innovations."
Most top ageiic\ t\ executives are
participating in -how production in
some wa\ today. However, there's a
strong minority of agency tv heads
who still feel the agency should not
enter -how production. I his group
says the main programing function of
the agency is creative and economic
buy ing of packages.
'"The agency's primary job is ad-
vertising, not show production," a
Cunningham \ Walsh tv and radio
director I'd Mali '\ puts it. "The
networks are producing programing
jointly with packagers, and now the
major Hollywood studios are likely to
enter t\ program production on a large
scale. In other words, an agency can
buy from more and more sources and
buy wisely for its clients, without
getting out of the business of advertis-
ing and into show packaging itself."
\inong most top 20 tv agencies,
however, the trend is stronglv the
other way — toward show control. ^
Packs 'em in !
wxix's Twelve Plan packs in so many customers
at low cost that even herring packers are amazed.
The producers of Ma Baensch Herring "needed
frequency of impact, package identification and
emphasis on brand name." Their agency rep>
"All these goals were achieved through the Twelve
Plan on wxix, which has resulted in increases in
total sales, in the number of retail placemen:
and in the frequency of purchase by retailers. A
healthy progress at all levels!" Let us show you
how low-cost wxix can pack 'em in for you.
CBS Ow> ed < i ■
iaioi Spot Suit s
SPOixsoi;
27 OCTOBER 1956
15
^p*'/"*
Best business hcati
e+r*
New York
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BUSY THOROUGHFARE?
Brother, WCBS Radio is just about
the busiest "thoroughfare" in the
world's busiest city. In fact, listeners
to WCBS consistently place more
WCBS programs on the list of Top
Ten local daytime participating
shows than all the oilier Mew York
network stations combined.
\\ ELL-TO-DO NEIGHBORHOOD ?
The facts: families in metropolitan
New York have an effective
buying income of almost $29 billion
yearly— 1 1 '< of the nation's total.
And, in addition, more people in New
York's vast, fast-spending, kecp-up-
with-the-Joneses suburban area
listen to WCBS Radio than to any
other New York station.*
TOP SALESPEOPLE ?
Nationally-known local performers
on WCBS (Jack Sterling, Jim Lowe,
Martha Wright, Galen Drake,
Lanny Ross, John Henry Faulk,
Herman Hickman and Bill Leonard)
carry your sales message far beyond
studio confines — to local supermarkets,
client sales meetings, high school
dances — and everywhere they go,
they're building bigger audiences,
making new friends, more customers
for the products they advertise.
SOUND INVESTMENT ?
It sure is. Ask any of the satisfied
advertisers who come back, year
after year, to WCBS Radio, knowing
that more New Yorkers tune in every
week to WCBS than to any other
station." Get your product up for sale
in the best business location in
New York. For availabilities and
details, call CBS Radio Spot Sales,
or Buck Hurst, at PLaza 1-2345.
WCBS RADIO
New York • 50,000 watts • 880 kc
"Pulse. CPA December 1955
• '
FIRST IN A SERIES
Did you
( Juyahoga County, Ohio, is
Indian ' territory . . . and Sail
Lake used to be . . .
But today, t he greal Sail
Lake mai ket is a t rading and
listening area of 1,617,200
prospering people. . . more than
< Cleveland and all of Cuyahoga
< 'ounty.
Bi^ as it is, the greal Salt
Lake market is effeel ively uni-
fied h\ unique distribution
met hods and one powerful,
persuasive radio station.
Those in the KNOW
buy KSL radio
CBS for SALT LAKE CITY • 50,000 WATTS
Thr i '/'■' i Inn, I Inilians
Sourtei-Nicl-.in, Solet Management
Mr. Sponsor
Wendell D. Moore: Dodge radical
In Detroit we don't talk about calendar years, we talk about
model years," says Dodge advertising director, "Pete" Moore.
Moore came to Dodge in The Model Year 1955, as part of the
car maker's new era of young men. He's a tall, heavy-set man in his
late thirties, with prematurely grey hair. In auto ad circles he's
known as a radical, for encouraging the unusual in advertising.
"We re in [\ more hea\ il\ than any other make of cars." Moore
told sponsor. (He emphasizes use of network tv despite Dodge's com-
paratively low budget among car manufacturers. I "Some $6 million
of our $10 million factory sponsored ad budget this year is in net-
work tv, with our two hour-long Lawrence \\ elk shows on ABC TV."
The Saturday night Lawrence W elk Show, with its heaw follow
ing among people over 30, has been producing Dodge sales at a
co-.l-prr-l.000 commercial minutes well under $2 since its debut in
Jul) 1055. Encouraged b\ the bandleader's national success. Dodge
and its agency. Grant Advertising. Detroit, built another show around
\\ elk specifically aimed at the younger crowd. This \h>nda\ night
show. Laurence U ell, s Top Tunes and Talent, started 10 October
1050. cosponsored |>\ Dodge and Plymouth (through Grant).
The shared sponsorship brings Moon- together once more with
another young man in automotives, Jack Minor, rcccntb appointed
Plymouth sales v. p. The two men met original!) in I ('")2 when the\
worked togethei on the Dodge account at Grant \dvertising.
"Jack was in account work and I was media director." sa\s
Moore. Minoi brought Moore to Dodge within a year of becoming
Dodge ad director. " \genc\ experience has been a big help to me in
knowing what to expect from the agencj and what's unrealistic. For
18
SPONSOR
2' i»< TOBER 1050
Don Lee's Do-it-yourself Hints
C°AsT
RADIO
1313 North Vine Slrett
Hollywood 28, California
With its population almost 18 million, and with its
very high per capita income, you can paint a beautiful
sales picture of the Pacific Coast, if you reach all the
people. No matter what other media you may use, Don
Lee (and only Don Lee) with its 45-station radio net-
work, will add the broad base you need for complete
coverage of the Pacific Coast.
DON LEE IS PACIFIC COAST RADIO
Represented nationally by H-R Representatives. Inc.
Mr, Sponsor continued..,
IN AND AROUND
COLUMBUS, GEORGIA
CHANNEL
WRBL-TV
A CBS
l/|abc
Prefer
Vred *.
IE WING
ll-COUNTY AREA - NOV. '55
402 °< 404
METROPOLITAN FEB. '56
298of4l6
• COMPETITIVE QUARTER HOURS
WEEKLY TELEPULSE
CALL HOLLINGBERY CO.
instance, 1 like to see the agency's top creative people involved in
producing our show. Vfter all. the) helped shape it into its success-
ful network format from the original local dealer show on KTLA.
Hut I don't think the) should go into the business of packaging the
program with all the necessary extra production personnel on staff."
'I he aut obile adman is different from a drug or food adman,
Moore told sponsor. He was walking through the Dodge plant at an
athletic pace, moving well ahead of the car frames rolling alongside.
Workers welded, hammered, fit parts onto the skeleton up to the
point on the assembly line when various color bodies were dropped
upon the frames moving b) at two to three miles an hour. Moore
was oblivious to the thunderous noise of metal being worked all
about him. watched various processes with fascination and discussed
technical problems with men in the plant. At three, a shrill siren
announced the shift change.
"1 on can't sell cars without knowing how they're made and why,"
he told sponsor. "A large proportion of our commercials, for in-
stance, are demonstrations of Dodge engineering advantages. Ob-
viously, the agency creative men have to understand them to translate
them into \ isual sales messages."
I he demonstration commercials include one showing a girl driving
a Dodge over marine testing terrain alongside a huge tank. In an-
other one. a man gets into a Dodge and drives off. right after the car
has been dunked into and fished out of San Pedro Bay, California.
"The agencymen spend a lot of their time here at the plant with
us," says Moore. "I remember having to get up at the crack of dawn
to get here for 8:00 a.m. meetings," he added with a grin. "Now
I've got to do that every day."
Like most auto executives. Moore li\es outside the sprawling cit\
in suburbs some 20 miles from the plant. Hut he adds that at the
famous Michigan clip "and in a Dodge" the distance is covered in "a
matter of minutes."
Moore anticipates an eventual garage problem, when his younger
son and daughter come of driving age. An enthusiastic golfer and
"yard-putterer around the house." Moore finds he rarel) sees home
during the weeks preceding introduction of a new line.
"We've just had a series of 20 meetings around the countr) to
introduce the 1957 'swept-wing' Dodge to dealers," Moore said. "1
conducted five of those meetings myself, which meant a schedule of
one day in Cincinnati, the next in Cleveland and so forth.
Last July Moore, together with Cranl \d\ rrtising. made up a Do-
It- Yourself kit to answer dealer advertising questions and provide
them with ideas for local campaigns in all media. "We've got 500
field men who call on dealers and answer their questions. Now these
field men can provide dealers with the kit as a further help toward
creathe use of all media, including local t\ and radio.
Moore feels that the top admen of the future will have an increas-
ing amount of air media background. Ili> own experience had been
heavil) in timebuying on automobile accounts, and from 1952 <>n-
waid. all media for Dodge at Grant Advertising.
Socially, Moore finds that he's also frequently with automobile
agencymen and ad executives. "Detroit's a big club town, he su>.
"People in the industr) might get' drunk together at their club, but
the nexl da> they'll be al each othei 9 throats.' ^
:»o
SPONSOR
2 1 <>< TOBER 1956
WABC-TV
IS
NEW YORK
More and more, WABC-TV is
reflecting New Yorkers' habits
and needs. It is an integral part
of a complex living pattern
that encompasses cliffdwellers
and suburbanites.
Paced at a level that reflects
the potent ascendancy of
the network, WABC-TV is an
entertainment and sales-
producing medium that truly
is New York in every tray.
Channel 7
WABC-TV, New York WBKB, Chicago WXYZ-TV, Detroit
KABC-TV, Los Angeles KGO-TV, San Francisco
Owned and operated by the
American Broadcasting Company
'•»*
Ja
GEMS, INC
TELEVISION SUBSIDIARY OF COLUMBIA PICTURES CORP.
711 FIFTH AVENUE. NEW YORK, N.Y.
HOLLYWOOD
PARADE
Jive 'em what they want! Mysteries are best
ellers in books and magazines . . . big box office
1 motion pictures and on Broadway . . . and tops
n TV! This unique package offers you not
jst ordinary mysteries, but includes the most
amous of all fictional sleuths . . . portrayed by
3p Hollywood stars ...IN FEATURE
<ENGTH FILMS!
I^ou can't beat this great combination for
apturing top TV ratings and more satisfied
ponsors. Availabilities will be snapped up fast . . .
on't waste a minute!
PHONE TODAY. . . BE ON THE AIR TOMORROW!
IN THE EAST
Ben Colman
Plaza 1-4432
New York, N. Y.
IN THE MIDWEST
Henry Gillespie
Franklyn 2-3696
Chicago, 111.
IN THE SOUTH
Frank Browne
Emerson 2450
Dallas, Texas
IN THE FAR WEST
Richard Dinsmore
Hollywood 2-3111
Hollywood, Cal.
IN CANADA
Lloyd Burns
Empire 3-4096
Toronto, Can.
SPONSOR ASKS
Are box-top offers still effective on radio and tv
Walter N. Thune, merchandising ex-
ecutive, Cunningham & Walsh, New York
^ Of course box-top offers are still
effective on radio and tv. Only the
degree and the nature of the effective-
ness have changed.
It used to he that many premium
offers relied solely upon radio and tv
support for consumer response. Soap
operas on radio in the "M)'s \\ ith their
Fabulous premium returns sparked the
present-day premium hysteria in il*
man) forms.
I'"la\ you'll usuall) find premium
plan- using a balanced media program
employing five, 10 or more media on
the same promotion. Printed media
and point-of-purchase are getting cred-
it for many returns which were m<>t i -
I'ated initially by radio and l\ ,
\n\ balanced premium media sup-
port program lias to be tailored to the
"Not pulling
as many
fl Imxtnfts
audience to be attracted, the nature
and type of the sponsoring product;
and il lias to be tied in with the prod-
uct's basic marketing plan. So much
emphasis is being pla< ed todaj on
merchandising achievements b) using
premiums rathei than the number of
box tops.
Premium promotions and contests
neral regardless of media -are
nol pulling as many box lops per pro-
motion as heretofore. Reasons for this
follows:
I ■ I otal nun il hi nl promotions has
increased to a record level, resulting
in more box tops in the aggregate, but
less per promotion.
2. The increase in new and revived
types of sales promotion plans I par-
ticularly trading stamp plans, sweep-
stakes contests and retail store promo-
tions) have shared the consumers in-
terest.
3. The emphasis on merchandising
goals, increase in readership, consumer
good-will, merchandising of the ad-
vertising, etc.
4. The continued practice of a few
companies in offering inferior mer-
chandise as premiums or over-exag-
gerating premium claims. I Fortunate-
ly, the emphasis of the majoritv is mi
quality and value and the upgrading
of premium promotions.)
5. Reluctance of new premium users
to devote at least two-thirds of the
supporting media to premium sell
rather than product sell. Premium
promotions do not generate their own
steain. Since radio and tv are rela-
tively expensive, main premium oilers
have either been sacrificed entirel) for
straight product sell or rushed through
so quickly nobody knows what's being
offered or how to gel them.
Radio and tv support for premium
promotions is particular!) effective
when used with the introduction ol a
new product or for securing new sam-
plers foi an established product. I sel
logethei with other media in a large
well-balanced media program, I'd sa\
radio and t\ s effectiveness remains
high. I sed alone. Id proceed toda)
with the utmost caution bearing in
mind al all times the immediate ob-
jective and the ultimate effect of premi-
ums on the sponsoring product's sales.
Nathan K. Steen, premium manager,
Kenyon & Eckhardt, Veu York
^ The effectiveness of box-top offers
appears to remain fairh constant and
completer) dependent upon how hot
the specific promotion is and the ad-
vertising support behind the promo-
tion. We have found, in our research,
that when print media are employed
in conjunction with a tv and radio
schedule, respondents often selected
"Could not
compete without
boxtops"
the box number used on t\. although
a print ad or a radio commercial ma\
have aetualb sold the consumer on the
write-in offer. The comparative re-
sults, therefore, can reflect a more
favorable picture lor television than
is actuall) the ease.
On a given promotion, we know that
a tv campaign might draw "x" number
of box tops: a radio campaign might
draw **v" number. When both tv and
radio are employed simultaneous!) in
support of a promotion, the additional
impact results in a box top return ap-
preciabl) larger than the estimated re-
turns from radio and television indi-
vidually. The same holds true for
print advertising. \ combination of
advertising media and point-of-sale
support creates a consumer response
cycle with total returns heavier than
the sum of the individual media when
used independently.
\s for the effectiveness of tv and
radio in pulling box top returns, nianu-
•I
SPONSOR • 27 OCTOBER P>.">(>
facturers «>f mam consumer products
could not profitably compete toda^
without box top promotions. It's one
of man) important merchandising tools.
To evaluate the effectiveness of such
promotions, our must first state the
promotion's objectives. I sually, it's
to create stronger product awareness
among consumers and trade, sample
the product among non-users, re-sell
infrequent users and keep present cus-
tomers loyal to the brand. In short.
it's an aggressive -ale- action aimed at
expanding a consumer franchise.
Researchers ha\c devised measure-
ments to determine just how effective
commercials are. This, combined with
actual box-top returns, when measured
against stated objectives, determine-
how successful a promotion has been.
You will find more box-top promotions
are being aired todaj than ever be-
fore. We might conclude, therefore.
that box-tops are pulling verv well.
Walter A. Moultak, Sales promotion
dept., BBDO, New York
^ Before attempting to evaluate the
effectiveness of radio and tv as applied
to the presentation and promotion of
a premium offer. I would like to go on
record as stating that no medium is
dispensable. The success or failure
of any promotion is directlv related to
the extent of coverage the offer re-
ceives. Consequently . anv discussion
of media must he approached in that
vein.
For \ears. print media were the onlv
effective means available to an adver
tiser desiring to get his product storv
across to the mass consumer market.
The advent of radio gave this same
advertiser still another selling tool with
which to tell his story, and a most
effective tool it was.
"Records brol.fn
in premiums
industry "
Through its varied programing, ex-
citing new personalities and up-to-the-
minute reporting of news events, it
soon began to exert an influence not
onlv on our cultural habits, hut on
our buv ing habits as well. What does
[Please turn to jxige 92)
now
WOLF
IS
Kb I in homes
Share of Radio Audience — C. E. Hooper, Jan. -April, 1956
(latest complete) 8 A.M. -10:30 P.M., Monday thru
Saturday. Sunday Daytime, 10 A.M. -6 P.M.
TOTAL
RATED
TIME
PERIODS
RADIO SETS STATION STATION STATION WOLF
IN USE A B C W F
STATION
E
9.8 24.1 14.5 10.5 29.5
19.6
FIRST
m cars
Car Listening — C. E. Hooper, November 1953 and April
1954 (Latest) (7:00 AM-7:00 PM, Monday thru Friday)
TOTAL
RATED
'time
PERIODS
RADIO SETS
IN USE
STATION
A
STATION
B
STATION
C
WOLF
STATION
E
34.5
14.9
16.6
11.2
35.2
21.5
MKb I in points of sale
Business Establishments — C. E. Hooper, October 1955
(Latest) (9:00 AM-5:00 PM, Monday thru Friday)
OVERALL
RADIO SETS
IN USE
STATION
A
STATION
B
STATION WOLF STATION
c wvur E
28.2
20.7
10.9
14.3 38.9 13.4
rKtt! Write for copy of The Syracuse
Inside Story, including complete market
data, the latest (April-May, 1956) share of
audience survey — complete breakdown from
7 A.M. -7 P.M.
RATING for RATING. . . - ;
RATE for RATE —
in CENTRAL NEW YORK it
National Sales Representatives
THE WALKER COMPANY SYRACUSE, N. Y
SPONSOR
27 OCTOBER 1956
55
Nashville - Clear Channel - 50,000 Watts - Bob Cooper, Sales Manager - John Blair and Company, National Advertising Representatives
27 Octobei L956
NEW AND RENEW
NEW ON TELEVISION NETWORKS
SPONSOR
AGENCY
STATIONS
PROGRAM, time, start, duration
Bauer & Black. Chi
Bauer & Black. Chi
Hazel Bishop. NY
Bon Ami. NY
Chrysler, Detroit
Colgate, NY
Exquisite Form. NY
Ford, Dearborn, Mich
C.E., Bridgeport, Conn
Cen Mills, Mnpls
Cerber, Fremont, Mich
Hartz Mtn, NY
Ideal Toy, NY
Knapp-Monarch, St. Louis
Lanolin Plus, Chi
Lever Bros, NY
Lipton, Hobokcn
Ludens, Reading
Mcntholatum, Buttalo
Miller Brewing, Mlwkce
Norwich, Norwich, NY
Planters, Wilkes-Barre
Plymouth, Detroit
P&C, Cinn
Rem-Rand, NY
Schick, Lancaster, Pa
Shulton. NY
Burnett, Chi
Burnett, Chi
Spector, NY
R&R, NY
Mc-E. Detroit
Houston. NY
Grey. NY
JWT. Detroit
Y&R, NY
Chi
BBDO. NY
D'Arcy. NY
Ceo. Hartman
Grey, NY
Frank Block. St. Louis
Seeds. Chi
JWT, NY
Y&R, NY
I M. Mathes, NY
|WT. NY _
Mathisson, Mlwkee
B&B. NY
CBS
CBS
CBS
ABC
ABC
CBS
ABC
CBS
ABC
CBS
CBS
ABC
CBS
ABC
NBC
CBS
ABC
Speedway Pet. Detroit
Stand Brands. NY
Studcbaker-Packard, So. Bend
Swift, Chi
Sylvania. Buffalo
Union Underwear, NY
U.S. Rubber,
NY
Welch, Westfield, NY
CBS
CBS
ABC
ABC
Coodkind, Joice. Morgan, Chi NBC
Grant, Detroit ABC
Burnett, Chi CBS
Y&R, NY CBS
W&L. NY NBC
Wesley. NY CBS
Doner, Detroit CBS
Bates, NY CBS
B&B, NY NBC
Mc-E, Chi ABC
|WT, NY __ CBS
Grey, NY ABC
F. D. Richards, NY ABC
Rich. K. Manhoff. NY NBC
•15 Capt Kangaroo. W 8:05-8:10 am; 3 Oct; 8 wks
55 Capt Kangaroo; Sa 9:35-9:45 am; 6 Oct. 8 wks
135 Beat the Clock; Sa 7-7:30 pm; 22 Sept; 52 wks
Aft Film Festival; M-F 3-5 pm; parties
|. L. Hudson Thanksgiving Day Parade; Th 10:15-11 am; 22
Nov only
172 D Edwards; F 6:45-7 & 7:15-7:30 pm; 5 Oct; 4 wks
Aft Film Festival; M-F 3-5 pm ; parties
109 Fo.d Star Jubilee; Sa 9:30-11 pm; I wk in 4; 6 Oct; 38 wks
Bamberger's Thanksgiving Eve Parade; W 7-7:30 pm; 21 Nov
only
114 Burns & Allen; alt M 8-8:30 pm: 8 Oct: 6 Alt wks
97 Our Miss Brooks; alt W 2:15-2:30 pm; 17 Oct; 32 alt wks
Circus Time; Thu 8-9 pm ; parties; 4 Oct
55 Capt Kangaroo; Sa 10-10:15 am; 3 Nov; 7 wks
Famous Film Festival; Sa 7:30-9 pm; parties; 6 Oct
81 Break the Bank; Tu 10:30-11 pm; 9 Oct; 52 wks
76 Carry Moore; alt M 10:15-10:30 am: 15 Oct; 52 wks
Aft Film Festival; M-F 3-5 pm; parties
55 Capt Kangaroo; Sa 9:45-10 am; 6 Oct; 26 wks
76 Bob Crosby: alt M 3:45-4 pm; 15 Oct; 26 wks
Wire Service; Th 9-10 pm; 3 Jan Vi nr a't wks
Aft Film Festival; M-F 3-5 pm; parties
107 Eddie Fisher; W & F 7:30-7:45 pm; 5 Oct; 1 wk in 4 W&F
Ray Anthony; Fri 10-11 pm ; 12 Oct
105 The Brothers: alt Tu 8:30-9 pm; 18 Sept; 52 wks
154 Gunsmokc: Sa 10-10:30; 1 wk in 4; 20 Oct; 52 wks
129 Dragnet; Th 8:30-9 pm; 18 Oct; 20 alt wks
132 See It Now; Su 5-6 pm 1 wk in 4; 7 Oct thru 2 Dec
6 Detroit Lions Pro Football; Su aft to concl; 30 Sept; 11 wks
116 Godfrey Time; M 10:30-10:45 am; 1 Oct; 52 wks
87 NBC News, M 7:45-8 pm; 29 Oct; 52 wks
Lone Ranger; Th 7:30-8 pm; alt wks
92 Bucaneer; Sa 7:30-8 pm; 22 Sept; 52 wks
Aft Film Festival; M-F 3-5 pm; parties
Navy Log. W 8:30-9 pm; 17 Oct; alt wks
47 Comedy Time: Tu 5:45-5:30 pm; 11 Oct Thru 29 Aug 1957
RENEWED ON TELEVISION NETWORKS
SPONSOR
Brown & Wm'son, Louisville
Carnation, LA
CBS-Hytron, Endicott, Mass
Helene Curtis. Chi
Lever Bros, NY
L&M, NY
Miles, Elkhart. Ind
Miles. Elkhart. Ind
Quaker Oats, Chi
Rem-Rand, NY
Sheaffer Pen, Ft. Madison, la
AGENCY
Bates, NY
Wasey, LA
Bennett & Northrop, Boston
Ludgin. Chi
JWT. NY
Mc-E. NY
Wade. Chi
Wade. Chi
WBT. Chi
Y&R. NY
Seeds. Chi
STATIONS PROGRAM, time, start, duration
CBS 117 Lineup; alt F 10-10:30 pm; 6 Oct; 52 wks
CBS 158 Burns & Allen; alt M 8-8:30 pm; 1 Oct; 52 wks
CBS 101 Carry Moore; alt F 10:30-10:45 am; 12 Oct; 52 wks
CBS 96 What's My Line; alt Su 10:30-11 pm; 7 Oct; 52 wks
CBS 76 Carry Moore. F 10:15-10:30 am; 5 Oct; 52 wks
NBC 129 Dragnet; Th 8:30-9 pm: 25 Oct; 20 alt wks
NBC 72 Tcnn Ernie; Th 2:45-3 pm; 4 Oct; 52 wks
NBC 74 Queen for a Day; Th 4:15-4:30 pm; 4 Oct; 52 wks
CBS 81 Sgt Preston; Th 7:30-8 pm; 4 Oct; 52 wks
CBS 98 What's My Line; alt Su 10:30-11 pm; 30 Sept; 53 wks
CBS 124 The Brothers; alt Tu 8:30-9 pm ; 25 Sept; 52 wks
BROADCAST INDUSTRY EXECUTIVES
NAME
Lew Arnold
Lee Batch
Thomas B. Boggs
Dick Canaday
Cilbert H. Christeon
Mel Cooper
Cene Dcnari
Richard Donner
Howard Duncan
Jack Eisele
Lillin Eisenberg
Sam Elber
Jon Farmer
George Fischer
Henry Flynn
Jack Goetz
Marvin Fraum
Roy George
Richard Cilbert. Jr.
Russell Cohring
Kenneth Coldblatt
Charles Crant
Charles Green
George Hankoff
L. Hamilton Holton
Jack House
Allan ). Hughes
Adolph N. Hult
Elliott H. Johnson
Clifford M. Kirtland
Alan W. Livingston .
FORMER AFFILIATION
KTLA, LA, acting mgr _ _
KTLA, LA, staff
free Inc mot pic consult
Ravalli Republican. Hamltn. Mo. ed
Weed, Chi, acct exec
CKNW, New Westminster, BC, merch rep mgr
United Film Svc, Ind, sis rep
Ceo. Blake, NY, vp-prod
WTVN-TV, Columbus, sales
KGUL-TV, Calveston, pub rel dir
Moore Publishing, NY, ed
WPEN, Phila. adv-promo-pub
WAGA, Atlanta, annr
NTA, Chi, acct exec
CBS Radio Spot Sis. gen mgr
KIT, Yakima, com mgr
Screen Ccms. NY, spot sales
KSLA-TV, Shreveport, op mgr
KOY, Phoenix
WOHO. Toledo, vp-gen mgr
Charles Antcll, Bait, advtng
Owen Bradley Orch, Nashville, musician
Ceo. Blake, NY. exec prod
Screen Gems. NY State rep
Lalley & Love. NY. prod mgr
Win. Esty, NY. tv acct super
CBS Radio Spot Sis. Chi, dir spec presentations
MBS. NY. dir-bd member
FC&B. Chi, media analyst
Transcontinent TV, Buffalo, controller
_Cal. Natl Prod. Hy. prcs
NEW AFFILIATION
Same, gen mgr
KCSB. San Bernardino, acct exec-dj
Film Creations, NY, sis rep
KCVO-TV, Missoula, *alcs manager, assistant to president
CBS Radio Spot Sis. Chi, sis develop
Same, promo mgr
WNDU-TV, So Bend, account executive
Signal Prod, NY. secy
Same, sales mgr
Screen Cems. New Orleans, sales representative
ARB, press-pub rel dir
WERE, Cleve, adv-promo director
Same, sales acct exec
Screen Gems. Chi, mid-west sis rep
KTLA, LA, asst gen mgr
Same, vp-gen mgr
Same, NY State rep
Screen Ccms. New Orl. sales rep
KRUX. Phoenix, exec vice pres-gencral manager
WPON, Pontiac, Mich, gen mgr
Forioe, NY, sales mgr
WKDA, Nashville, sales account executive
Signal Prod. NY. vp-treas
Same, mid-atlantic sales
Majestic Motion Pictures, NY, vp-prod
Screen Gems, NY, natl acct exec
S.-mc, NY, sales develop rep
Screen Cems. NY. sis develp dir
A. C. Nielsen. Chi. asst mgr
Same, Treas-controllcr
NBC TV, head prog pac div
SPONSOR
27 OCTOBER 1950
57
NEW AND RENEW
BROADCAST INDUSTRY EXECUTIVES continued
NAME
Pierre Marquis
Chet Messervey
Robert C. Miller
Ed Lytel
Clark Lobb
Jim Murphy
jack Nadeau
FORMER AFFILIATION
Stephen |ohn O'Connor
|ohn O'Keefe
Walter C. Purcell
jack Purvcs
Russ Raycroft
J R Ritenour
John C. Schulz
Phil Stone
Ed L. Teer
Screen Cems, NY, sales
WRCV. Phila, radio time sis
KCRC-TV, Cedar Rapid, sis mgr
Western Adv, LA, vp am-tv
KALL, Sit Lake City, cont dir
KIT, Yakima, station mgr
WCCO. Mnnpls, prog dir
Cu'ld Films, Phila. acct exec
WKID, Champaign, Sales
N W Ayer, NY, sports dept dir
Roland Reed Tv, NY, vp
Modern Tv, NY. vp
WBBM. Chi. sales
CHUM Toronto, sports dir
KAVE, Bryan, am-tv com mgr
Ceorge Tompkins L&N, NY, prod super
Fred von Stade WTVN-TV, Columbus, com co-ord
Harold W. Waddcll WRCV. Phila. sales mgr
Ted Walworth WRCV-TV, Phila. sales mgr
Patty Warren Zibart's Bookstore, Nashville, record dept head
Evelyn Wiggins Wm. C. Rambeau. San Fran, asst mgr
Howard E. Williams W. B. Donner. Bait, net coord-acct exec
Bernard T. Wilson WTWI. Belleville. III. pres-gen mgr
Richard T. Wittwer Cen Teleradio. Chi mgr
William R. Wyatt A. C. Nielsen. Chi. vp-dentr div mgr
NEW AFFILIATION
Same, dir sis planning
Same, local sis mgr
CBS Radio Spot sales, Chicago, account executive
Wm. C Rambeau. LA branch mgr
Same, prog dir
Same, exec vp
RCA Rec Prog Svcs, Chi, hd central-nowest sis
Screen Cems, Chi. sis rep
NBC, publ dir owned NY statns
WNDU-TV, So Bend, acct exec
CBS TV. sports sis mgr
Wilding Pic Prod. NY. tv dir
Modern Teleservice. NY, pres
ABC Radio, Chi, ccntr div sis acct exec
Same, exec vp
Same, gen mgr
Signal Prod, NY, pres
Same, sales
Same, sales dir
Same, sales dir
WKDA. Nashville, sis acct exec
Same, mgr
WBAL, Bait, piog mgr
_A. C. Nielsen, Chi, acct exec
ABC Radio, Chi, center div sis acct exec
Same and dir Chi office
ADVERTISING AGENCY PERSONNEL CHANGES
NAME
FORMER AFFILIATION
NEW AFFILIATION
|. B. Benge, |r. Northwestern II., Austria Fulbright
Wm. M. Bryngelson B-uce B. Brewer, Kans City, copy chf
Wm. L. Calhoun, Jr. Y&R, NY, contact man
Donald K. Clifford DCSS. NY, pres
Charles E. Coleman Buchanan. LA. vp
R. H. Cramer McC-E, NY, vp-acct super T Bates, NY
Jerry F. Crollard R&R. Seattle
Stephens Diet* K&E. NY, vp-acct super
James H. Craham Buick. Fling, ad mgr
Lester Cutter Mgmt Dev Res Corp, Prov, sr consult
John R. Heath Grizzly Mfg Div. Paulding, gen sis & ad mgr
Roger L. Hickok Brennan. Houston, acct exec
Richard O. Howe BBDO, NY. vp
Frank D. Jacoby Biow. NY
Frank S Keogh Cudahy Bros.. Omaha, sis & ad mgr
Lee Kriss Product Svcs. NY, prod staff
Eva S Ling Wesley C. Ling. Burbank, partner
M M Fisher, Chi, jr. acct exec
Same, Mnnpls, creat dir
Y&R, San Fran, vp-contact super
Same, chm bd
BBDO. LA. spec assign creat super
vp
vp
Botsford. Constantine & Gardner. Seattle.
Same, chm mktng plans comm
MacM, l&A, NY, acct exec. Pontiac
Gray & Rogers. Phila, res dir
Bonsib, Ft. Wayne, prod sve mgr
Bruce B. Brewer, Kans City, asst acct exec
BBDO. Boston, vp
Product Svcs, NY. exec tv prod
Buchanan-Thomas, Omaha, food ad & merch consult
Same, asst tv prod
Harry G. Willis, Glendalc. acct exec
Loring W. Mann Barta Press, Boston, sis mgr & acct exec F. P. Walthcr, Jr, Boston, asst to pres
L. F. Ohligcr NLB, Chi _ Fitzgerald, New Orl, acct exec
Richard L. Peterson Bemis Bros. Bag, St Louis, natl sis mgr-plastic pkgng Bruce B. Brewer, Kansas City, asst acct mgr
Mort Reiner Product Svcs, NY _ Same, timebuyer
Edward S. Richardson Ceyei, NY. space buyer _ Same, also timebuyer
Wm. E. Steers DCSS, NY, vp Same, pres assistant
Philip A. Stumbo T Bates, NY, Whitehall acct McC-E. NY. timebuyer
James R. Telisky Campbcll-E, Detr, media dept Geyer, NY, media dir
Burton E. Vaughan BBDO, Boston office mgr Same, Pittsburgh office mgr
Stuart D. Watson S. C. Johnson, Racine, ad & res dir _. McC-E, NY, vp-sr mktng exec
SPONSOR PERSONNEL CHANGES
NAME
Harold J. Becby
Wm. E Doscher
Wm K Eastham
Max Enelow
Raymond B Ceorge
Jerome G. Hahn
A. R. Hopkins
Robert L. Larscn
Sherman Loud
Arthur Schwartz
Bernard Sless
Hugh A. Smith
L. H. Smith
Daniel J. Tell
FORMER AFFILIATION
NEW AFFILIATION
Edison, Chi, ad mgr
JWT, NY
Lever, NY, assoc, merch mgr
Philco, Phila, ad counsel
Philco, Phila. vp-merch
Ben Sackheim, NY, vp-merch & sis promo
RCA, Camden, bdest & tv equip dept mgr
Salada Tea, NY State sis branch head
York, Boston, no atlantic district nat'l acct rep
Bulova, NY, sis promo dir radio-tv
Bayuk. Phila. asst gen sis mgr
KXA, Seattle, gen mgr
Gulf Oil, Pitts, traffic control super
Westinghouse, Metuchen, NJ, asst ad mgr, tv-radio div Same, als promo mgr
Miles Labs, Elkhart, ad dept
Simoniz, Chi, market res dir
Same, Pepsodent, merch mgr
Same, ad mgr
Same, vp-sales promo
Jacoby-Bender, NY, dir of advtng & sis promo
Same, com elec marketing dept mgr
Same, gen sis mgr
Same, sis mgr, natl accts
Int'l Latex, NY, sis promo mgr
Same, gen sis mgr
Sicks' Brewing, Seattle, mktng-pr consult
Same, asst dir retail advtng & sis promo
NEW FIRMS, NEW OFFICES (Change of address)
Alan Abncr & Assoc, new agency, is located in Klamath Falls.
Advertising Research Foundation, NY, has moved to new offices at 3 E.
54 f,i
) As will open a region office in San Francisco about 1 Nov.
Autoyrc Co.. Chi, has new exec-general sales offices at 221 No LaSallc
St
Clay, MacCory & Sorgatz. Miami, is new agency in Roper Bldg. FR9-4035
Digest Productions, new film company, has been formed.
DCSS. NY. will move to 530 Fifth Ave. after first of the year
FC&B has opened a new Detroit office as part of its expansion program
Gerst, Sylvester & Walsh, Clevc.. and Ohio Advtng. have merged. New
y is Cerst. Sylvester & Walsh with offices at 3113 Prospect Ave
Hogan, Rose & Co, Knoxville, has moved to 105 W Fifth Ave. Tel.
5 0416
Illustrated Films, Hollywood, is new firm producing animated commer-
cial, at 8460 Santa Monica Blvd.. Hy.
Kennedy. Walker & Wooten. LA, will soon move to 8693 Wilshirc Blvd
Bcv Hills
Conklin Mann Co NY, joins C&W on I Nov to broaden Mann services
to client'.
Dela McCarthy Assoc., NY, is newcomer to musical commercials. 515
Madison Ave.
Guenther. Brown & Berne. Cincin. and Calkin & Whitenbury. same city.
have merged under title of Guenther, Brown, Berne, Calken & Whiten-
bury.
Quinn-Lowc, NY, has moved to 130 E 38 St.
Wm G Rambeau. LA. has moved to 1350 N. Highland. HO 4-6017
K E. Shcpard. Chi, has merged with St. Georges & Keyes. Offices at 75
E Wacker Dr
Screen Cems. NY. has moved to 711 Fifth Ave. PL 1-4432
Signal Prod. NY. new firm, is located at 5 E 51 St. PL 5-8529
Stars Natl, representatives, Chi, has opened office at 35 E Wacker Dr.
CE 6-2135
Tantamount Pictures, Richmond, Va , merged with Martin-Polley Pro-
ductions, carries on operation at 108 N Jefferson St
Richard H Ullman. LA. has opened West coast sis office at 301 S.
Kingsley Dr
Want. McDonald & Lee. San Fran, is now Wank & Court & Lee, Inc.
WAVE. Louisville, will have new nhone, |Unipr 5-2201. on 17 Nov.
WDBJ-TV. Roanoke Va., moved to 201 Campbell Ave ROanokc 3-8031
3-8031
>PONSOH
27 OCTOBER 1 956
WBUF
NBC TV in Buffalo
CLIMBS
TO
NEW
HEIGHTS
740 feet high — four times
higher than Niagara Falls —
1349 feet above sea level —
the tallest man-made struc-
ture in Buffalo! That's
WBUF's tower, outstanding
structure .in wbuf's newly-
completed $1,500,000 Color
Television Center. The new
WBUF center was dedicated
on the 11th of this month,
making wbuf the first NBC-
owned-and-operated station
planned from foundation to
tower-top specifically for ul-
tra-high frequency TV oper-
ations. Twenty-eight years
of NBC-RCA know-how went
into making NBC's home in
Buffalo the most modern and
complete showplace in the
Niagara Frontier Area.
To advertisers, wbuf's new
facilities represent a power-
ful new way to sell in Buffalo
— America's 14th largest
market, with an effective
buying income of $2 \ •> billion.
To TV-viewers in the Niag-
ara Frontier Area, this new
structure means the great
lineup of NBC network pro-
grams — on wbuf, Channel
17, exclusively. The new tow-
er and a new 500,000 watts
of transmitting power bring
to the entire Niagara Fron-
tier Area a new, clearer,
sharper picture. But they are
only a promise of things to
come from a station equipped
to expand to a mighty 5 mil-
lion watts. Small wonder that
virtually every set now sold
in Buffalo is an all-channel
set, equipped to receive wbuf !
When making your plans for
Buffalo, keep your eye on
WBUF, Channel 17. Your cus-
tomers do.
sold by
0
leadership
in Uuffalo
SPOT SALES
SPONSOR • 2. OCTOBER 1956
59
GIVE - AWA
NUTLEY, NEW JERSEY FAMILY SERVICE BUREAU . URBAN LEAGUE OF GREATER NEW YORK . ART STU
FEDERAL EMPLOYMENT AND GUIDANCE SERVICE . BARNARD COLLEGE . HERALD TRIBUNE FRESH AIR t\}
COLUMBIA 'UNIVERSITY . DAMON RUNYON CANCER FUND . PRINCETON UNIVERSITY . SOCIAL SECURITY
BOY SCOUTS OF AMERICA . GREENWICH VILLAGE FESTIVAL . JUNIOR ACHIEVEMENT . N.Y. TUBERCUL
AMERICAN ASSOCIATION OF JUNIOR COLLEGES . EDUCATIONAL ALLIANCE OF N.Y.C. . NATIONAL H AC
B'NAI B'.RITH OF BELROSE, L.I. . NEW YORK YOUNG MEN'S BOARD OF TRADE . NEWARK COLLEGE OF
NATIONAL ASSOCIATION FOR THE ADVANCEMENT OF COLORED PEOPLE . NEW YORK DIABETES ASSOC I AT
PORT WASHINGTON BOARD OF EDUCATION . SPENCE CHAPIN ADOPTION CENTER . VERONA AMBULANCE U
CATHOLIC UNIVERSITY OF AMERICA . EAST PATERSON SCHOOLS . HOFSTRA COLLEGE . ZIONIST ORGA
BROOKLYN L*W SCHOOL . BELLEVUE HOSPITAL . CATHOLIC GUILD FOR THE BLIND . GUGGENHEIM MUS
CI Tl ZENS COMMI TTEE TO
FORDHAM UNIVERSITY
more registrations in adult education for a single
in;
III!
I (If
I8E1
IIVI
semester than at any time in Fordham's history."
NEW YORK STATE DIVISION, VETERAN'S ADMINISTRATION
". . . WNEW saturation campaign produced more
requests for Veteran's Timetable than any other
single campaign we have experienced."
VOCATIONAL GUIDANCE SERVICE OF PATERSON
". . . tremendous effect of WNEW announcements a source
of amazement ! This experience has given me the
satisfaction of having a project 'put across'
almost primarily by WNEW, as well as a tremendous
respect for WNEW as an influence for good."
LOCAL HADASSAH CHAPTER
". . . our Festival was so successful we could not
accommodate all who attended. WNEW was the
only station that used our announcements."
PLAY SCHOOLS ASSOCIATION
". . . your station has been doing a perfectly splendid
job of promoting our guide book, TRIPS FOR CHILDREN
. . . the tremendous number of requests we are getting from
your parent listeners is astounding . . . the largest return
we have ever received from a single radio station."
|-::e
JIP
PENLAND SCHOOL OF HAN
QUEENS MEDICAL CENTER
NEW YORK STATE (40 DE
UNITED STATES DEPT. 0
AMERICAN SEAMEN'S FRI
JERSEY CITY CHORAL SO
MUSIC i ART HIGH SCHO
U.S. NAVY . U.S. MAR I
AMERICAN BIBLE SOCIET
EASTERN SCHOOL FOR PH1
GREATER N.Y. DIETIC A
Al R NATIONAL GUARD .
YALE UNI VERSITY . Y.W
I0NA COLLEGE . PLAY S
Y.M.C. A. . VETERAN'S
AMERICAN FOUNDATION Ft
TURTLE BAY MUSIC SCHOi
MT. VERNON HOSPI TAL N
LIONS CLUB OF FAIR L
INTERFAITH RED CROSS
AMERICAN PHARMACEUTIC
SOUTH SHORE DRAMA GROi
BOYS TOWN OF ITALY . RECREATION COMMITTEE OF RAHWAY, N.J. . UNION THEOLOGICAL SEMINARY
WHITE PLAINS HIGH SCHOOL . VOCATIONAL GUIDANCE SERVICE OF PATERSON . CATHOLIC WAR VETER
FIFTH AVENUE PRESBYTERIAN CHURCH . RUSSELL SAGE COLLEGE . UNITED STATES OLYMPIC COMMITT
WOMEN'S CLUB OF NEW JERSEY . BROOKLYN POLYTECHNIC INSTITUTE . JEWISH CENTER OF PORT CHE;
IFI
"<
r
1130 on Your Radio I
R.pr.i.nt.d by SIMMONS ASSOCIATES, INCO
\
1,5 0 0,0 0 0
CHILD FuUNDATION . NEW YORK UNIVERSITY . ENGLEWuOD PARENT-TEACHER ASSOCIATION . DENT*
;HT SCHOLARSHIPS . LEAGUE FOR RETARDED CHILDREN . UNITED NEGRO COLLEGE FUND . EPILEPSY
OUTH CENTER . AMERICAN COUNCIL OF CHRISTIAN CHURCHES . LEGAL AID SOCIETY . PRATT INST
AL HOME FOR THE BLIND . AMERICAN HERITAGE FOUNDATION . FREE NURSE INSTITUTE . LEUKEMI
ROUGH FEDERATION OF MOTHERS CLUBS . POLICE ATHLETIC LEAGUE . AMERICAN JEWISH CONGRESS
i UN f VERS I TY . NEPHROSIS FOUNDATION . AMERICAN COUNCIL ON EDUCATION . GREAT BOOKS FOUND
ITIZENS MONTH . ALL DAY NEIGHBORHOOD SCHOOL PROGRAM . BROOKLYN HEBREW HOME & HOSPITAL
E GIRLS . EAST ROCKAWAY MENTAL HEALTH COMMITTEE . GROUND OBSERVER CORPS . HEART FUND
-BREAK . LONG BEACH FIRE DEPARTMENT . PENNSLYVANIA STATE COLLEGE . WORLD HEALTH ORGAN
UNIVERSITY . AMERICAN COUNCIL TO IMPROVE OUR NEIGHBORHOODS . SISTER KENNY FOUNDATION
OF ST. ELIZABETH .
iUILD NEI GHBORHOOD H
. EDUCATION WEEK .
TURE SOCI ETY OF NEW
• LUB OF VALLEY STREAI
iTATES ARMY . UNIVER
"ON PARK ART EXH I BIT
\TIONAL CHURCH OF MA
ILL UNIVERSITY . SAF
JAY HIGH SCHOOL . PO
J YOUTH ORGANIZATION
5BURG SETTLEMENT HOU
5PANISH EVANGELICAL
I WOMEN'S VOLUNTEER
'ARTMENT OF HEALTH,
JTION BUREAU . INTERF
IOSPITAL FOR CHRONIC
< IN AMERICAN LIFE .
\ RED CROSS . VASSAR
2 1 TY COMMUNITY CHEST
STATES AIR FORCE . R
<'S TOYS . Kl WAN I S 0
S FOR NEEDY . UNI VER
ON OF PROTESTANT WELFARE AGENCIES . PATERSON FELLOWSHIP . STEVENS INSTITUTE OF TECHNO
TY CHURCH OF N.Y.C. . BERGEN COUNTY VOCATIONAL & TECHNICAL HIGH SCHOOL . CH I ROP RACTERS
\WRENCE COLLEGE . TRINITY CHURCH OF PATERSON . AMERICAN LEGION . REFUGEE RELIEF PROGRA
STATES CIVIL SERVICE COMMISSION . RECORDINGS FOR THE BLIND . BLOOMFIELD HIGH SCHOOL .
Public service organizations who come to WNEW for
assistance really get results!
For WNEW takes seriously its responsibility to serve
the public interest.
Instead of ineffectual "gestures" of a few spots a
week, WNEW goes all out for worthy causes with result-
getting saturation schedules.
The technique of creative, selling copy— delivered
around the clock by WNEW's entire team of persuasive
personalities— brings results for community projects
just as it does for WNEW's commercial sponsors.
This year WNEW is broadcasting approximately 25,000
announcements on behalf of some 800 local and national
educational, religious, civic and governmental organizations.
The money value, in time alone, of WNEW's contribution:
$1,500,000. The value of the results to the organizations —
well, just glance at these excerpts from a few
of the many grateful letters in our files. . . .
York's Favorite Station for Music and News
CONGRATULATIONS
YOUR
FIRST DECADE OF TELLING OUR STORY
HAS HELPED MAKE
TWO OF
DETROIT'S
-volumes could be said about the
way these two giants ring cash
registers in this region.
We have the story in capsule form that will take but minutes of an advertiser's time
and mean much to any sales picture. Advertisers with an eye on bigger sales at
lower sales costs should hear it. Phone, write, or wire today!
GUARDIAN BLDG. • DETROIT 26, MICH. ; ■fU.Jd.V,"
ADAM YOUNG, INC.
National Rtpreitnl afire
SPONSOR • 27 0< rOBER 1956
\ational and regional v«r buys
in work noii m recently completed
SPOT BUYS
TV BUYS
TREND OF THE WEEK: New, low-priced items, dependenl
(in fast turnover and demonstration, are moving into tv despite costs.
Surgitube tubulai bandages, made bj Surgitube Products, Bronx, is
one example. The sponsor has used tv in New York for nine years,
now moves to other ke\ metro areas. Surgitube seeks news, weather,
sports, some feature film adjacencies and participations for one-
minute film demonstration to general audience. \gency: Lewis
king. New York. Buyer: Lewis king. Buying almost completed.
Grove Labs., St. Louis, for Bromo-Quinine, is adding minute
breaks, and I.I), s da) and night, in national markets via Benton
& Bowles. Buying almost completed. Buyer: Helen Kowalsky.
Nestle Co., \\ hitc I'lains. \. Y. is testing for its new product. kin-
Mallows. Pattern: two stations each in two markets, Portland. Me.,
and Bav Citv-Saginaw. Mich. Live minutes in daytime women's
shows at rate of seven weeklv for nine weeks. Busing for test
completed. Agency: McCann-Erickson, New ^ ork. Buyer: Virginia
Conwav .
Stone Mountain Grit Co., Lithonia, Ga., for Stonmo Granite
Grits, has started testing in the Midwest for minimum of 13 weeks.
One-minute animated film commercials are aimed at daytime farm
audience. Agency: Wildrick \ Miller. New York. Buyer: Ann Selzer.
Smith Bros., Poughkeepsie, Y Y., starts "flights" campaign for Wild
Cherry drops 5 Nov. Pattern: in -i\ week-, out three weeks, return
for six weeks. One-minute film aimed at children in late afternoon,
early-evening: used as announcement, participation. Frequency
averages two weeklv in each of selected areas. Buving incomplete.
Agency: SSCB, New York. Buver: Jean Carroll.
Remco, Newark. N. J., for its electronic lovs (rocket cannon, radio
kit. and radio station i. starts a 13-week announcement drive in 1(>7
cities for pre-Christmas season. Minute film announcements slotted
into film shows for youngsters. Agency: Webb Associate-. New
\ ork. Buver: Mike Weiss. Buying is completed.
Carter Products, New York, lor \ i rid deodorant, is extending its
nighttime schedule now in 1(1(1 markets. Plan calls for additional
minutes during early and late evening from 7 Nov. for 12 weeks.
Buying almost completed. VgenC) : SSCB. New York. Buver: Steve
Suren.
Atlantic Refining Co., Philadelphia, winding up its conversion
from radio news to tv weather programs, with onl\ 25 market-
remaining. Agency: Y \\ . Aver. New ^ ork. Buver: Hill Millar.
i /'lease turn page I
\
SPONSOR
27 OCTOBER 1956
#1 SYNDICATED
SHOW IN
LOS ANGELES
16.9 RATING,
25.1% AUDIENCE
SHARE
and in San Diego: 27.4 rating,
47.8% audience share
Highest rated in its time segment:
Sacramento: 16.5
Portland: 17.8
Seattle-Tacoma: 22.7
San Francisco: 12.3
Several east coast and mid-west
markets sold for fall start.
Many good markets from coast to coast
already bought. Yours still available?
Rating source on request
Write, wire, phone
ABC FILM SYNDICATION, INC.
10 East 44th Street
New York City
OXford 7-5880
63
THE SMART
ADVERTISING
MONEY
Brewers.- Liebmann, Miller, Stroh
Coffee Roasters: Fleming, Dining Car
Bakers: National Biscuit,
Mrs. Smith's Pies
Appliances: Crosley-Bendix
Various: Lee Optical, Petri Wine,
Gem Jewelry, Signal Oil,
Top Value Stamps
Hundreds of thousands of advertising
dollars have been allocated for
CODE 3 by some of the country's
smartest, most successful advertisers!
Many choice markets are already
gone — others going fast! For
big-time advertising results, put
your advertising dollars on CODE 3.
Write, wire, phone
ABC FILM SYNDICATION, INC.
10 East 44th Street, New York City
OXford 7-5880
.
|K
Spot buys continued.
Toy Guidance Council, New York, is at half-waj mark in buying
15-minute time periods for TGC-produced Toyland Express. Client
seeks adjacencies to top children s shows; also buying Saturday.
Sunday slots. Commercials are live with voice over slides. Goal:
100 markets. Agency Friend-Reiss. New York. Buyer: E. Ratner.
RADIO BUYS
TREND OF THE WEEK: Accounts out of spot radio for
a long time are returning to the medium. Example: Texas Co.
(Texaco), New York. Its new campaign is spot radio only, with
saturation minutes and 20s. mostly transcribed, in large group of
national markets for seven-week period at rate of 20 to 25 weekly.
Vgency bought all-famil) time periods, excluding midday. Dri\e
-tarts on West Coast, moving into the East later. Second phase of
I lie radio campaign goes on the air late this year. Agency: Cunning-
ham & Walsh, New York. Buyer: Jerry Sprague. First phase buv ing
completed; second phase in work.
The Nestle Co., White Plains, N. Y., for Nescafe instant coffee,
launching three- to eight-week campaign of saturation announce-
ments in about 200 markets, with a combination of live and et
minutes and 20s. Frequency: from 25 to 175 per week per market.
Hours: from early morning to early evening. Objective: a mixed
audience with emphasis on women. Copy varies from straight sell
to straight sell plus price cut. Agency: Bnan Houston. New York.
Buyer: Frances John. Buying is completed.
Monarch Wine Co., Brooklyn, for Manischewitz kosher wine, add-
ing se\eral weeks to regular 15-week fall schedule. Minute announce-
ments, participations promote wine as i 1 I holiday beverage with
dinner; (2) gift, latter tied in with new gift box for decanter.
Saturation daytime schedule averages 20 one-minutes weekly, peak-
ing as high as 35 in pre-holiday weeks. Time range: 7 a.m. to
7 p.m. Agency: Emil Mogul, New York. Buyer: Elaine Whalen.
Buying is practically completed.
Campbell Soup Co, Camden. \. J., via BBDO. New York. Inning
in 1!! markets — minutes in earl) morning and nighttime as late
as 8 p.m. to advertise all 21 of its soups. Et's and live partici-
pations supplement network tv programs. Drive is similar to that
of last year. Bmer: Edward Fieri. Busing is incomplete as of
presstime.
RADIO & TV BUYS
J. H. Filbert Inc., Baltimore. Md.. for Mrs. Filbert's margarine,
moved in fast in past fortnight to buj and air announcements. Total:
40 radio markets, 15 to 20 t\. Radio pattern: eight weeks of
daytime minutes, announcements and participations, with ets. T\
pattern: live commercials with minutes slotted in daytime periods.
Agency: SSCB, New York. Buyer: Jack Canning. Buying is
completed.
Charles Pfizer & Son., Brooklyn, running announcements in live
radio, live tv markets for eight weeks for ( 'andel le>. orange flavored
1 1 1 1 ... 1 1 lozenges. Cop) : film in tv. el in radio. Hours: daytime only.
Vgency: Dowd, Redfield & Johnstone. New York. Buver: Bettv
Nassing. Buying completed. ^
64
SPONSOR
2< OCTOBER 1950
3MIT
hhvus
MEMO
T)o&W;
to
22% Increase in
Nighttime Audience
NO INCREASE IN RATES!
Everybody knows that WTCN-TV is the best daytime TV
buy in the Twin Cities . . . NOW LOOK what's happening
at night!
WTCN-TV's nighttime viewing audience has increased over
22% over last year* as television heads into the busy Fall
season! Get both impact AND frequency on WTCN-TV . . .
At No Increase in Rates! Ask about WTCN-TV's fabu-
lous Class A or AA Five & Ten Plan! Check Katz for avail-
abilities and rates!
*Pulse — 6 pm-M;dnight . . . 7 days per week July, 1955 — July, 1956
WTCN -TV dwuw&ll
"The Station of the Stars" 316,000 watts
Represented Nationally by the
Katz Agency, Inc. Affiliated
with WFDF, Flint; WOOD AM
and TV, Grand Rapids; WFBM
*■-"*— - abc Network MINNEAPOLIS *ST. PAUL
SPONSOR
27 OCTOBKR 195()
65
Digest of the neck's developments
in advertising and the air media
News and Idea WRAP-UP
ADVERTISERS
Automotivcs checking
network daytime television
Automobile manufacturers are be-
ginning i" look to daytime tv's house-
wife audience. One net sales manager
u ports In- gol more inquiries last week
aboul daytime availabilities from auto-
motives than an) other group.
Right now onl) car advertiser usinj:
daytime is Chevrolet with a quarter-
hour of the Carry Moore Slum on
CBS I \ . Some idea of penetration
can be gotten from Chev) contest of-
fering Corvette model as prize; 1()2.-
000 entries were tabulated and manu-
facturer was forced to repeat offer and
produce more miniatures.
Big advertisers reveal
holiday tv promotion plans
Westinghouse, Chesterfield. Lionel.
Minnesota Mining & Mfg., and Helene
Curtis are anion" the first national ad-
vertisers to disclose their holidax ad-
vertising campaigns in tv.
The Westinghouse plan: ilia cal-
endar issued to dealer- will show dates
"I specific appliance promotion; (2)
promotions will tie in not only with
own show, Studio One, but also with
/ . S. Steel Hoar and Steel's two-week
-pot radio drive; i 3 i dealer - in ged
to use -pot radio to supporl these
"calendar" promotions.
I he < bestei field push si resses its
new fluorescent gift carton via Drag-
net and \ mill's til. pin- a national
-pot t\ campaign. Minnesota M&M's
promotion in behalf of its Scotch
tape- include- 60 network t\ participa-
tions and 17 for radio. Plus hour "spe-
cial hnl, Benny radio -how on CBS.
Ready-to-Bake Foods (Puffin Bis-
"iiit-i. has been acquired 1>\ General
Mills. I his frozen brand has up to
now been distributed in 34 Btates
Firm's t\ participation thi> year has
hem confined to two Southern and
one Western market. . . . S. C John-
son and Son is introducing its new
home air freshener. Olade. on the
Robert Montgomery and Red Skelton
-hows in mid-December. No spot con-
templated as yet.
Pabst has done a complete turn-
about on its decision to quit the Wed-
nesday night fights on ABC this De-
cember. It now prefers to continue
until next Max rather than lake a short
rate penalt\. In the interim Pabst's
new president will decide what next in
l\. Leo Burnett, Chicago, is the agency.
RCA sales reached $812,524,000 for
the first nine months of 1().~>(>. Earn-
ings after taxes: $27,893,000, com-
pared with the same three-quarter
period- $30,995,000 last year. Earn-
ings on common stock: $1.82, also
down compared with $2.04 for first
nine months in 1955.
Lanolin Plus is pulling out of CBS-
TV- Same That lane and becoming
an ABC T\ customer. Deal still under
discussion via Russell Seeds. Kellogg
moves in on lane 27 November as
alternate sponsoi with Whitehall. Bur-
nett handled for Kellogg.
(Mdsmohile for the fourth con-
secutive year sponsors the \cadem\
\waid- wingding on NBC TV. . . .
Dromedar) brand will confine itself
to radio, network and spot, in a rec-
ord holidaj campaign. . . . Pharmaco
estimates it will deliver more than
eight million home impressions per
week during the davtime t\ campaigns
ii has under way on NBC. Firm's
Medigum cough remed) will share the
plugs with other medicinal gum
products.
Latest premium offers tied in with
network t\ : Toni's Pamper Sham-
poo, font Fieldcresl guest towel- for
$] pin- boxtop; Genera] Mills, sec-
ond edition ol Betty Crocket Cook-
I k : Sealtest's new <-a\ 90's toffee
fudge in cream, collection of Gaj 90's
decals for 250 and box flap: Lanolin
Plus, in-package purse dispenser ;
Woodbury, a 45 rpm hi-fi "Best of
Steve \llen" album, for three soap
wrapper- and 350; Lipton. four-piece
thermometer and baster set lot Soup
Mix envelope front and $1.
General Mills has also issued huge
cider for Screen (.ems' Tales of the
i cxas Hangers promotion book for
distribution among dealers. Designed
to look like child's stor\ book, volume
includes show promotion material
plus a narrativ e section.
AGENCIES
Simplicity's new agency
continues teenage tv test
Simplicity Printed Patterns account
moves to the Grej agency 1 January,
but the company will continue its tv
tests on local level. Purpose of the
lest:-: to learn the medium's effective-
ness with the teenage market.
Initial vehicle of these tests is the
Ted Steele Show, \\ I H!-T\ . New ^ ork.
A Gilbert Youth Research survey
earlier in the \ear disclosed these
facts: ill girls from 13 to 19 spend
more than $71 million for yard goods
each \ear and o\er SKI million for
sewing notion-: I - I -lightly over half
of this age group makes at least part
of its OW u wardrobes.
II the initial tests arc successful,
Simplicitj will branch out into more
teen tv with Cre\ piloting.
Knox Reeves and Rockmore
design gadgets for advertisers
knox Reeves, of Minneapolis, ami
the Rockmore Company, ol New York,
have developed a couple gadgets for
advertiser promotional use.
Knox Beeves is a streamlined meas-
uring cup. styled specifically for Gen-
iial Mill- and to be packaged with
66
SfONSOl!
27 OCTOBER 1956
ABC-TV
CHANNEL
PORTLAND, OREGO
Associated with KING Broadcasting Company, KING & KING-TV, Seattle
announces the appointment of
BLAIR -TV
as exclusive national representative
on-the-air date, December 17, 19 56 ■ Video power 316,000 watts
PIONEER BROADCASTING COMPANY
Walter Wagstaff, Manager, KGW-TV John Pindell, Sales Manager, KGW-TV
Strengthen your Portland schedule NOW. Check KGW-TV
availabilities with your nearest Blair-TV office:
NEW YORK ST LOUIS
CHICAGO DALLAS
BOSTON LOS ANGELES
DETROIT SAN FRANCISCO
JACKSONVILLE SEATTLE
SPONSOR • 27 OCTOBER 1956
67
Bisquick. Hie Rockmore gimmick is a
six-ounce can which converts into a
flashlight, and has attachable plas
parts. It's adaptable to man) prod-
ucts packaged in cans, perpetuating
label as long as ran la~t~.
Doherty, Clifford, Steers «\
Shenfield has picked up part of the
Thomas J. Lipton account via a new
ery product. The agenc) . w hich
has not handled an\ Lipton products
previously, says radio and t\ advertis-
ing is a definite possil ilit\ for the near
future. . . . Tilds & Cantz, Los \n-
geles, recently appointed as agenc) I > n
National Taint-.. Company will use
both radio and television in an off-
II campaign. . . . Weiss & Gel-
ler, New York, has been named 1>\
Manhattan Soap (Sweetheart). Pre-
\iousl\ with Scheideler & Beck.
Henry J. Kaufman & Associates
distributed a tongue-in-cheek bro-
chure of sl\ testimonials in connection
with the celebration of the agency's
27 and one-fourth anniversary. . . .
Ketchum, MacLeod & Grove
threw open it~ doors this past week
to -Indents from the School of Retail-
ing. I niversit) of Pittsburgh. The
\i-it was part of the agency's person-
nel development plan.
*
NEW YORK
CHICAGO
DETROIT
DALLAS
ATLANTA
CHARLOTTE
ST. LOUIS
MIAMI
MEMPHIS
LOS ANGELES
SAN FRANCISCO
BRA
11 OFFICES
FROM COAST
TO COAST. . .
NETWORKS
AB-PT's 3rd Quarter Profits Off;
Nine-Months Showing Better
Although the operating profit of
American Broadcasting - Paramount
Theatres, Inc., for first nine months of
this \ear were up over last year, the
compan) didn't fare well the third
quarter of this year.
Net operating profit for first nine
months 1956 were $5,686,000, or
$1.3] a share, compared with $5,254,-
000. or SI. 21 a share, for first three
quarters 1955. The third quarter op-
erating profit was $1,484,000, or 340
a share, as against $1,899,000, or 430
a share, in the same quarter of 1955.
In regard to ABC, Leonard H. Gold-
enson reported to stockholders the tv
network's sales are not up to expecta-
tions for the next three quarters, which
represent, he explained, the 1956-57
broadcast season. (See also News-
maker of the Week, page 6.)
In terms of consolidated earnings
AB-PT showed $6,616,000. or $1.53 a
share, for the first three quarters of
this year as against $5,286,000, or
$1.21 a share, for the nine months of
the previous year. 1955.
MutuaPs top executive realign-
ment : \\ endell Campbell as vice
president in charge of sales for Mutual
and RKO Teleradio. His authority in-
cludes the o&o stations. Brad Simpson,
assistant to the president, will head
programing. Sid Allen continues as
v.p. eastern sales and Carroll Marts
the same for Midwest sales. Dick Puff
in charge of advertising-research-pro-
motion, with Hal Gold, as the new
publicity head, reporting to him.
Only brand new tv show debuting
this fall to make the October Trendex
top 20 is CBS' Playhouse 90. . . .
NBC's Bandstand will drop its l\
Ablaze with
GLORY AND
PRESTIGE
• •••* •••*••
Ziv's New Star-Spangled Rating
Winner
SEE PAGES
77, 78, 79
Sl'ONSOH
27 ocToisi-.K 1956
I
California population
1/1/56 SRDS) 13,296,000
Combined KMPC-KSFO primary
coverage totals 11,969,000
persons with annual spendable
income of over $ 1 6 billion.
GOLDEN WEST
BROADCASTERS
KMPC KSFO
■ Gene Autry, Chairman, Board of Directors
Robert O. Reynolds, President
National Representatives: KMPC: AM Radio Sales Co. • KSFO: Headley Reed Co
SPONSOR
2, OCTOBER L956
69
• •••••
Best TV Movie
Buy in Denver!
the
TEN O'CLOCK
MOVIE
on
KBTV
channel 9
an<) 20* Century F«
tilm packages lust «
.ea"ed » *££
*",U'in81«5V': -elses-.
cent as 1953
KBTV in Denver has
'em:
T/iese are t/ie ONLY
Feature Films starting
at TO p.m. in Denver.
Every night Monday thru Sat-
urday
Live or film ONE MINUTE par
ticipations now available.
KBTV
channel
9
John C. Mullins, President
Joe Hcrold, Station Manager
Call Peters, Griffin, Woodward, Inc. or
KBTV National Sales Manager John
Hr-nry at TAbor 5-6386
simulcast latter part of November. The
more successful radio portion will con-
tinue. Goodson-Todman's audience
participation show. The Price Is Right.
will take over on tv. . . . NBC's Proj-
ect 20,s next special presentation will
co\er "The Jazz Age" complete with
S] onsor, North American Philips, on
6 December. Narration is by the late
Fred Allen.
CBS Radio has shelved its efforts
l<- M'hedule old airchecks of Burns &
\llen and Bing Crosbj shows. It will
just revive the Jack Bennv tapes. . . .
IS'FiCs Matinee Theatre celebrates
its hist anniversary this week, outliv-
ing the prognostications of main trade
"experts.
Alcoa Hour is seen on NBC tv. hut
it will be Columbia Records that will
release the score of Alcoa's Christmas
show as recorded 1>\ the cast. . . . Tick
Tack Dough, NBC tv newcomer, has
Toni and Mentholatum as participat-
ing sponsors, while Welch Crape Prod-
ucts has attached itself to Cornell}
Time.
NBC Radio sold 20.") participations
on six carrier programs, amounting
to $259,000 in gross billings, in one
week. Advertisers included Norwich
Pharmacal, Sludebaker-Packard. Good
Housekeeping, Oldsmobile, Nash and
Charles Pfizer Co.
Blair Keeps on Selling
Current Spot Radio Advertisers
John Blair & Co. believes in continu-
ing to sell spot radio to advertisers
currentl) using the medium.
Case in point (one of main I : Doe-
skin was using and liked spot radio.
Both the sales and advertising man-
agers were sold on spot but felt the
organization as a whole was not. Blair
gave presentation to entire Doc-kin
New York sales force. Reception was
so favorable a repeat performance was
requested for Chicago.
In another instance I he Blair pres-
entation convinced an advertiser thai
saturation was better than his previ-
ous use ol specialized programing.
Blair feels thai liinehuv ers appreci-
ate radio, hut spol must he sold up
and dow n the line to more pe iple in
the advertiser's organization.
V.BC Radio and Television net-
work sales departments will lake over
,i- reps for then respective Y\ estei n
Networks. Business was formerly han-
dled by Petry. Vincent Francis will
handle \\ estei n tv sales from San
Francisco and Harry Woodworth will
do the same for radio from Holly-
wood. New York and Chicago sales
offices will represent the Western
group in those cities.
NBC's Television Spot Sales has
sent out "color memo number one."
Regular mailings to advertisers will
keep them advised on latest color hap-
penings. . . . Adam Young, Inc.. has
alread\ made expansion moves in both
Chicago and Los Angeles. Next plan
is for doubling the New- York office
space.
Paul H. Raymer Company's vice
president. Fred C. Brokaw. finds that
there is a growing trend among adver-
tisers to want their commercials de-
livered by a '"live" personality. Spon-
sors like the endorsement and prestige
value of a popular local "host." . . .
NBC Spot Sales has gathered up re-
cent art ads for a special presentation
book.
TV STATIONS
WBZ-TV's All-out Promotion
Pays Off on New Feature Films
\\ BZ- I \ - campaign foi it- new
Boston Movietime has paid off with a
complete sell-out. \KB gives the -how
a September increase of 253' < over
previous programing in the time slot.
4:45 to 6:45 p.m.
These results followed hard-hitting
promotion done before air debut.
Everj form of advertising was used-
from sound trucks to tow planes. Time
was even bought on competitive radio
stations.
\\ BZ- 1 \ feels that the show's con-
tinuing success is due to programing
something for ever) age group.
ALL
AMERICA
PROUDLY HAILS
Ziv's New Star-Sponglcd Rating
Winner
• •**• *•••••
SEE PAGES
77, 78, 79
SPONSOR
2< OCTOBER L956
Station Buying by Newspaper
Publishers Continues as Trend
Washington Post Co. is the latest
newspaper publisher to expand its sta-
tion chain. \\ A(i\ radio and t\ sta-
tions. Atlanta have been bought from
Storer Broadcasting for $6,500,000.
Aside from being subject to usual FCC
approval, the sale also hangs on ap-
proval of Storer s application for
\\ Ml R-TV, Manchester, N. II.
The Post's other stations include:
W'l'OP radio and (\ in Washington,
D C: and W\II!K radio and t\ in
Jacksonville, Fla.
New tv stations: Between 30 Sep-
lemher and 22 October two new t\
stations went <>n the air and a third.
WNOW-TV. Channel I'). York, Pa-
resumed operation after going dark
on 30 September. \\ NOW • I \ 's return
was marked h\ statement that although
outlook does not look promising there
is hope that "conditions will improve
with the passage of time.
New stations are k.SI\ -I \ . Channel
10. Corpus Christie and \\ UiM-TY.
Channel 8. Prcsipie Isle \le. KSIX-
TY. on the air 30 September, has 128
kw interim power and '540 foot tower.
\\ \<;M-TY. on the air 13 October, has
58.9 kw and a 300-foot temporary
tower. General manager is Harold 1).
Glidden: rep is Venard Rintoul & Mc-
Connell. KSI\-T\ owner and general
manager is Vann M. Kennedy. Reps
are H-R Television and. in the South.
Clarke Brown.
During the same period die single
construction permit granted went to
Northern Virginia Broadcasters. Inc.
for construction of \\ ARL, Arlington.
Va. Grant for Channel 20 specifies
076 kw visual. 550 fool antenna.
During the week of 10-22 October
new construction permit was granted
GLORIOUS
as
OUR COUNTRY'S
HISTORY!
• •••* ••••*•
Ziv's New Star-Spangled Rating
Winner
SEE PAGES
77, 78, 79
to I lai riscope Inc., Beverl) Hills.
Calif., for Channel 2 Casper, Wyo.
In: the same period one new Btation
went on the air in Philadelphia.
\\ II i 'l T\ began operation 22 Octo-
ber with 12."> kw erp; and 500-foot
Blaw-Knox tower.
WkMt-TV and WBZ-TV add
color t<> their schedule-. \\ KNB-T\ .
West Hartford, Conn., has just finished
a week of live color trials. Permanent
color equipment is due earl) in 1957.
. . . \\ BZ-TN 's fii-t color program will
he Judge /um Bean. The Screen C.ial't
series will also he Boston's first local-
l\ scheduled color show. . . K.\ll\.
Omaha, has added color newscasts to
its local schedule.
WKY-TV, Oklahoma City, in-
forms SPONSOR that 5,000 Humpt)
Dumpt) I )« ills were sold after two
ueek> of announcements on the Hump-
i\ Dumpt1) Show (sponsor 17 Septem-
ber, page 40). Additional 10,000
were sold after announcements were
stopped. . . The Jefferson Standard
Broadcasting Co. iWBT. WBTY and
\\ I'. I \\ i has established .in award in
connection with the United Communi-
l\ Campaign. Tropin will go to the
community which does best job.
RADIO STATIONS
KPOP Gas Giveaway
Based on Speedometer Numbers
West (.oast idea going great guns
lor KPOP. Los Angeles, is gas give-
away based on car speedometers. Sta-
tion airs four digits and drivers with
matching mileage on speedometers can
collect 10 gallons of gas free at co-
operating service stations. Two pro-
visions: thej must arrive within half-
hour of broadcast and must have been
within five miles of the gas station.
WLW Promotion Stresses
New Market Yardstick: Audience
New WLW pitch aimed at national
advertisers urges new look at top mar-
kets. Cincinnati station suggests mar-
ket s \alue be judged on basis of
number of listeners actualK delivered J
lv station as opposed to population
within city limits.
Presentation points out that while
Cincinnati is number 17 on population
list. \\|.\\ places as ninth national!)
in total people reached according to
i Please turn to page 7 1 1
no more Siesta
inTUCSQX
just Aouncfincj
• ••
- \ >
.»--
/ * x
4 \
"Is..
i »
1 1
1/
V .
1
\ * .
'
* «
\ I
\ I
\ I
3rd jasfeslgnwhuj
market in the USA.
\L090-T\I
Cfaztuid /*3
A Gene Auiry Enterprise •ESMittendorfGtaMqr.
George P Holling berry Co., National Rep
SPONSOR
27 OCTOBER 1956
71
1916 MONDAY 20
^£W
Ca^a^^^CT
•^•tefe
■-T ^r-- TT.-- — ■ -rin- if iiiinrirmTTTi — nrnrTr*nrrr~rirTnrTrr r~i — *""**• — ^^^~*f^T' ' y t-t" -~~ •
M0M I ■-- ■
<k/x^k£^^t^r£i
A-cJ>ML„ . <V>-^-42 Ary-
ans «r^^<*-Cr
This as a portion from my mother's date book. The date
are self-explanati>ryy
MEMBER
ke*
'orth
Any shopping list that starts with the reminder to write Agnes,
goes through the mundane business of currants, castor oil
and dried cod, and finishes with "call man about back stairs"
deserves extra consideration. And that's what it got. The list at
left won first prize in the recent "old shopping list" contest
sponsored by the National Association of Food Chains and the
Housewives' Protective League— a contest that commemorated the
beginning of self-service in retail food shops, forty years ago.
But, for practical purposes, this kind of shopping list has
gone the way of high button shoes and the banjo. People no
longer think of "peas" or "bread." It's always somebody's peas
or somebody's bread — and the shopper has made up her
mind before she leaves home.
And the Housewives' Protective League plays a powerful part in
that pre-selection of brands. HPL — the most sales-productive
program in all broadcasting— has been making up the minds of
women before they buy for the last twenty-two years.
Today, you can buy HPL participations on any one, or on any
combination, of the 13 top stations listed below. To make up the
minds of your customers before they walk into the store, don't
write Agnes. Call CBS Radio Spot Sales or . . .
TKE HOUSEWIYES1
PROTECTIVE LEAGUE
485 Madison Ave., New York 22, New York • PLaza 1-2345
WEEI, BOSTON • WBBM, CHICAGO • WGAR, CLEVELAND • KNX. LOS ANGELES • WCBS, NEW YORK
WCCO. MINNEAPOLIS-ST. PAUL • WCAU, PHILADELPHIA • WRVA. RICHMOND . KSL, SALT LAKE CITY
KMOX, ST. LOUIS • KCBS, SAN FRANCISCO • KIRO, SEATTLE • WTOP, WASHINGTON, D. C.
VM WAIT/HZ FOR OALB M0Z6AA/
TO OECtOE FOR ME"
FOLKS RELY FOR WHAT-TO-BUY
ON DALE MORGAN
S\ DALE MORGAN SHOW
Weekdays 5:30 to 9:00 a.m.
Yes . . . for years in Denver, folks have listened to Dale Morgan's
warm, believable salesmanship and responded at the point of sale!
Now ... here's audience-familiar DALE Morgan in KLZ's prime
morning time with the new "Dale Morgan Show". . . local, regional
and world news . . . weather news . . . music . . . human interest and
currenl topic interviews in the Dale Morgan manner.
It's KLZ's top rated AM time! Pulse (June 1956 i shows KLZ with
8 out of 12 quarter hour firsts in the 6 to 9 AM period ... a mighty
close second in the other four.
Lei l)\ii Morgan sell your product to this morning audience. He's
doing it every day for dozens of other national and local advertisers.
For complete information, contact your KATZ MAN or KLZ Radio sales
-gv& mite
CBS FOR THE ROCKY MOUNTAIN AREA
WRAP-UP
{Continued from page 71)
Nielsen Station Index.
I sin» NS| figures. WI.W feels it is
now possible to tell what a station
really does both inside and outside
metropolitan area and that area sta-
tion now has basis for documented
sales stor\ .
The Yankee Story, WNACe film
documentary, will he screened in
New \ ork on Monda) and Tuesdav
(29th X 30th), 4 p.m. at the Roosevelt
Hotel. The Boston station's color film
outlines the New England market and
promotes Yankee as the only complete
regional radio net service down Kast.
Filming was done 1>\ \\ N AC-TV's
Documentary Film I nit for the sister
radio outlet. New ^ ork stop is part
of coast-to-coast tour. Audiences are
expected to lop 5.01)1) in nine cities.
Permanent branch studio has
been set-up in one of Los Angeles'
high fashion shopping districts by
K.I) W Station originates shows from
Westwood Village during peak shop-
ping hours with regular programing
augmented 1>\ interviews with shop-
pers and visiting personalities.
Timebuyers are being question-
naired b\ KMON. Sweetwater. Tex.
"Quizorama" asks for names of ac-
■ oimts and preferred periods. Survej
will be used as basis for big promotion.
Refurbishing of local radio pro-
graming continues. \\ PTR. \lban\-
Troy -Schenectad\ . promoting "New
Sounds." Stresses radio as eas\ -to-get-
along-with companion.
WHEN'b merchandising promo-
tion took its breakfast show to Syra-
cuse super market window. Free
breakfast for earlj commuters brought
out record crowd- . . .WOV, New
TV Audiences will
STAND UP
AND CHEER!
*•••* •••• + •
Ziv's New Star-Spangled Rating
Winner
SEE PAGES
77, 78, 79
71
SPONSOR • 27 0( TOBEH 1956
</)
o
o
lowest
cost-per-thousand
<
II
O
u
CO
O
21
II
= S
VWKO
cost per thousand is
49°0 lower than its
closest rival.
I/WKO
delivers 4.5 average be-
tween 8 and 6. No
ratings below 4.0.
Pulse: Sept.-Oct. '56.
I/WKO
covers what count!
800,000 people in half
millivolt contour. 550,-
000 of them are in
Franklin County . . .
the home county.
the station with a
personality.
, I/WKO
I Columbus, Ohio
Use the slide-rule
and call Forjoe
^ ork. is now programing Negro-
interest features from it- Rome studios
. . . KITE, San Vntonio, has dis-
tributed a reprint from Hardware tge
advising dealers i" spend -' ! of sales
for advertising t" combat trading
stamp- and gimmick selling.
Free bus tokens are being given
awa\ In W'VKT. Rochester, to pro-
mote its three top pei sonalities. " \
Token of \l\ Fsteem" is the theme of
campaign. . . WPAT, Paterson, N. J.,
has been assigned an KM channel. \\1
schedule will be duplicated. Station
sees |\1 resurgence spurred b) boom-
ing interest in hi-fi.
COMMERCIALS
20 Second Commercial Took 12
Weeks to Film, Had Crew of 57
twelve weeks in production with a
east and crew totaling 57. All this was
required to produce just one 20-second
commercial. J. A. Folger & Co.. via
Cunningham & Walsh, supplies the fol-
lowing breakdown on the commercial:
There were two creative directors,
two art directors, one motion picture
director, five camera crew, one still
cameraman, 23 animators, two film
editors, one composer, one musical di-
rector, 18 musicians, an announcer
and one model.
Agency feels a commercial expresses
I the advertiser's personality : that while
a dull program may be blamed on the
network or producer, a dull commer-
cial reflects directly on the sponsor.
Thus the time and care.
Production was split between both
coasts with Sarra, New York, doing
the "live" portion and Era, Hollywood,
for animation.
Playhouse Pictures. Hollywood,
has joined the ranks of commercials
producers in the animated color field.
First assignment. 30-second openings
for the new Tennessee Ernie Ford
nighttime show. . . . Filmaek, New
York, has a new 1.1). department
which has available the call-letters of
every station in the country. Filmac
says it can cut costs of l()-second
shared I.D.'s by about one-third, and
make delivery in less than three days.
UPA's "Mister Magoo's House-
hold" commercial for Rheingold has
won second prize in the television
category at the International \d\ertis-
ing Film Festival held at Cannes.
FILM
Cuild Uses New Plan for
Production Security
Guild Films* ('.upturn David Grief
series is the first produced under the
firm'.- pre-production sales plan. Here's
how it worked.
The Jack Condon series idea was
brought to Standard Oil of California
before an) footage was shot. Cuild
gol an agreement from Standard to
sponsor the show regionally on con-
dition thai the first films lived up to
promised quality. Onlj groundwork
pre\ ious to the agreement was selec-
tion of cast. crew, location- and char-
tering schooners.
Cuild cites the tighter film market
and need of regional sponsors for
high-qualit) -hows a> basis for their
plan. With sale pledged in advance
(always subject to the calibre of the
finished product), Cuild feels it can
bring network-level film shows to top
regional sponsors. Standard Oil of
California now has the show set to go
in 12 Western markets. And Strohs
Beer has come in for 21 in the Mid-
west.
NTA has taken over the properties
of Rainbow Productions in a buy that
adds six A-budgeted features to its
film network roster. One ma\ be hot
to handle, however. "The Bells of St.
Mary" with Ingrid Bergman in a re-
ligious role will get a theatrical re-
release first. The distributor hopes
this will increase its value and ac-
ceptability. NTA has also just ap-
pointed Maxon to handle advertising
for its new film network. \\ PIX, New
York, says that its tie-up with NTA's
national web has brought quick spon-
sor results.
Screen Gems has set up $2.5 mil-
lion fund for financing new indepen-
dent package-. Newest series from
Screen Gems, Here Comes the Show-
boat, starts production in November.
Latest box score on film available
to television as published l>\ Broadcasl
Information Bureau. There are (>1 I
i\ series; 5,835 motion pictures; 103
.-erials: 0.172 short subject-: 2,737
cartoons, 1,257 Westerns. . .
NBC Film Exchange has reorgan-
ized technical and clerical methods.
Changes include new film cleaning
technique*, and a n 'w booking system
based on geographical area- rathe]
than program 1 locks. . . High
Videodex ratings are credited hs
SPONSOR
27 octobkr 1956
7".
\I( \ T\ as a strong Factor in recenl
sale of Rosemary Clooney Show to
Blatz Beer and Hood Dairj for region-
al sponsorship. Two new local auto-
motive advertisers are also reported.
TFC Productions is working on
merchandising and promotion plans
for present and future series. \IIJW
Associates will handle the tie-ups with
the campaign for "Broken Arrow al-
read) set. . . . Hal Roach, Jr.. t\ film
pioneer, looks to the future and new
>graming, "in which a house pro-
ducer or film producer would he al-
located blocks of air time in which to
(irate programs designed to meet ad-
vertisers' and viewers' desires." This
magazine-of-the-air concepl would put
the producer in a similar position to
the printed media's editorial staff.
Three-month sales activity for
Ziv's Dr. Christian series have Wrought
show's total to 182 markets sold. New
regional sponsors include: Lee Opti-
cal. 15 Western markets; Colonial
Stores. 15 Southeastern markets. Di-
versified appeal of the show is indi-
cated In the other t\pes of sponsors —
food, appliance, beer, mattress.
CBS Newsfilm has picked up four
m wi
V households
ow covered b
channel
Represented Nationally by
PETERS, GRIFFIN,
WOODWARD, INC.
X
Madison, Wise
a rich market
1 30 counties in
WISCONSIN, IOWA,
$&*d ILLINOIS
new markets, including H-S\ . \lel-
bourne, Australia. . . . INS-Telenews
has added a 26:30 News Review of
1956 to its traditional Sports Review
for vear-end showing. The two shows
are offered with no extra charge for
repeats during the holiday season.
Distribution rights to Ask the
Camera gives INS-Telenews entertain-
ment film series for the first time, and
more shows along this broader line
are planned. . . RCA Recorded Pro-
gram Service has added a total of 15
markets in sales of Town & Country
Time. Sam Snead Show, World
Around I s and Riders of the Purple
Sage. I Some of last two in color. I
SMPTE convention delegates were
told recently that lenticular film used
in place of color negative offer- quality
up to black-and-white kine standards,
and sa\ ings of around 58' - .
RKO-Pathe has filmed the To)
Guidance Councils Christmas promo-
tion series, Toyland Express, for the
fourth \ear. Eleven of the 15-minute
shows are ready for distribution to
about 100 markets to be sponsored b\
local retail members of the Council.
H
Canada to Turn Out
Station Circulation Study
U.S. admen longing for a regular
industry-ran tv and radio circulation
stud\ will probably find something to
env) in Canada.
The Bureau of Broadcast Measure-
ment has embarked on a regular cover-
age service, jointly supported by Ca-
nadian stations, agencies and advertis-
ers. These summan reports, turned
out at least twice a year, will show:
I 1 I station audiences in all areas of
Canada b\ half-hours: (2) break-
downs of total station audiences and
(3) cost-per-1,000.
Contrast this with the circulation
measurement situation in the U.S.:
(I I the Nieisen Coverage Service has
so far been turning out a stud) ever)
lour years and (2) Dr. Franklin
('.awl's continuing stud) of station cir-
i ulation and t\ sets for the N \IM'H
is shll in the testing stage, after about
two years.
Cunningham «K Walsh's \ ideo-
town surve) shows nighttime viewing
down one to three hours. Afternoon
audiences continue to drop, bul less
sharply. Onl\ morning viewing seems
in have reached a plateau. W
7(.
SPONSOR
27 OCTOBER L956
r-
****************
f^:
• •
k * * *
* * * *
3? OF MEN A!
ZIV's NEW STAR-SPANGLE
SPINE-TINGLING SHOWMANSHIP AT YOUR COMMAND!
Now present your product on a tv program with the impact of a
21-gun salute ... a story series ablaze with the adventures,
loves, heartbreaks and triumphs of the U.S. Midshipmen!
FOR THE SPONSORS AND STATIONS WHO WANT I St
(VENTURE !
JG WINNER!
s#* t.
PRODUCED
WITH THE FULL
COOPERATION OF
THE DEPARTMENT
OF DEFENSE AND
THE DEPARTMENT
OF THE NAVY!
#.*,. ,,»•;-
M*R«*G
Write or phone
collect today
for an early
audition date.
a ne^rtha«-b°ur-
r-
!E AFTER SEQUENCE FILMED AT ANNAPOLIS!
vish . . . with Hollywood stars, thousands of U.S. Mid-
lavy planes, ships and equipment ... a program peo-
ke pride in recommending to their circle of friends.
SHOW IN THEIR MARKETS
M
NEW YORK
CINCINNATI
HOLLYWOOD
CHICAGO
or Treat?
K YW-TV gets invited into more homes
in the course of any given week than
any other Cleveland area station.
That's why your spot package buy will
produce greater results on Channel 3.
Example: A typical "15 Plan" pro-
duces a treat of 1,035,000 home im-
pressions in five days for only 50 cents
per thousand!* K YW-TV leads all TV
stations in the market with a 37.1 aver-
age share of audience for the seven
days, 6 a.m. to midnight . . . over 9%
higher than its nearest competition.
We have no tricks. Solid showman-
ship and salesmanship in both pro-
gramming and promotion do the job.
Knock on Al Krivin's door, and get
treated to the best buy in Cleveland.
*Cost-per-thou.sand figure is computed on the basis of
three ten-second spots per day; morning, afternoon and
evening with weekly cost under "50-15 Plan," of $337.50,
based on August A KB figures and 2.5 viewers per set.
In Cleveland, No Selling Campaign
is Complete without
the WBC station . . .
KYW
CLEVELAND
WESTINGHOUSE
BROADCASTING
COMPANY, INC.
r**\
RADIO
BOSTON— WBZ + WBZ A
PITTSBURGH — KDKA
CLEVELAND — KYW
FORT WAYNE — WOWO
PORTLAND— K EX
TELEVISION
BOSTON— WBZ-TV
PITTSBURGH — KDKA-TV
CLEVELAND K YW-TV
SAN FRANCISCO KPIX
KPIX REPRESENTED BY THE KaTZ AGENCY. INC.
all other wbc stations represented by
Peters. Griffin. Woodward. Inc
80
SPONSOR
L'7 ix TOBER L956
■
27 OCTOBER
What's happening in Government
that affects advertisers and agencies
WASHINGTON WEEK
This week Federal Trade, Federal Communications, and other regulatory
agencies came in for sweeping criticisms in one of the oddest, if not fightingest, reports
to come out of Washington in recent years.
Author of the one-man document was Rep. Joe L. Evins (D., Tenn.), chairman of the
House Small Business subcommittee, which held extended hearings on monopoly in regu-
lated industries during the last session.
What started the rhubarb was that Evins' colleagues on the subcommittee — Rep.
Yates (D., 111.) and McCulloch (R., Ohio) — turned over copies of Evins' report to all
the Federal agencies involved.
It quickly began leaking to executives in industries drawn into the hearings. For
instance, it was said that CBS and NBC soon got wind of what was in the document.
Enraged at the "unauthorized circulation" and what he termed "pressures amounting
to lobbying effort to influence the committee against the report's issuance," Evins pushed the
document out in its rather unusual one-man fashion. Here's what Evins claims:
Edward F. Howrey, former chief of Federal Trade, loaded the agency with policy ap-
pointees and dragged his feet on monopoly cases.
McConnaughey's appointment to head the FCC was typically in the pattern of choices
by the present Administration. The FCC chairman was charged with saying he never repre-
sented any business before the FCC, when in fact, he had been employed by Ohio Bell, an
AT&T subsidiary.
Half the UHF station failures occurred during McConnaughey's tenure. The report
suggests that the FCC chairmen had been lax in protecting small businessmen and competi-
tion in the communications industry.
Evins' prime recommendations were that Congress increase control over regu-
latory agencies; that a chairman be chosen by agency members and that agency budgets
be submitted directly to Congress, instead of clearing through the Budget Bureau.
The implications of Evins' buzzsaw report to advertisers and the networks are inter-
preted in some quarters as presaging a hard battle to unseat McConnaughey and a
persistent drive to charter a tougher course toward big business. Apparently Evins is
not content with the long string of actions recently taken by the FTC on alleged violations
of the Robinson-Patman Act. These actions have touched air media in no small measure.
The right of a sponsor to substitute messages wooing voters via commercials
has been questioned before the FCC by a California group.
In a petition to the commission, the California Committee opposed to Oil Monopoly
accuses Richfield Oil of "propaganda" in favor of an oil proposition on the California ballot.
The tv program mentioned: Mayor of the Town.
It's the same group that previously protested alleged "slanted news" on the Richfield
Reporter.
UHF stations apparently refuse to be pressed into saying whether they're
going to go through with their construction permits.
Most of them queried on the subject recently have passed the ball right back to the FCC.
Typical attitude: If the FCC hasn't formulated its own plans, or clarified the future of
UHF, certainly the permit holder is not in a position to do so.
SPONSOR • 27 OCTOBER 1956 31
&/w ^demote
<A
ONLY BASIC CBS-TV STATION
FROM PITTSBURGH TO HARRISBURG
WFBG-TV, Altoona, plus Pittsburgh
covers 76,701 more television homes
than any other station combination
in the area. Proof: ARB Coverage
Study of March 1956.
TRIANGLE STATION
ALTOONA, PENNSYLVANIA
by: Radio and Television Dlv. / Triangle Publications. Inc. / 46th & Market Sts., Philadelphia 39, Pa.
WFIL-AM • PM • TV, Philadelphia. Pa. / W N B F - A M • F M • T V . Binghamton. N.Y.
WHGB-AM. Harrisburg. Pa. / WFBG-AM • TV, Altoona. Pa. / WNHC-AM • FM • TV, New Haven. Conn.
27 OCTOBER
A roundup of trade talk,
trends and tips for admen
SPONSOR HEARS
General Foods would like to cut back about SI. 5 million in network tv be-
fore spring.
That's why, you, the advertiser, can do some Christmas shopping on any one of five
nighttime shows GF has on NBC and CBS. Holiday gift-selling campaigns stand the best
chance for the alternate slots.
Charles G. Mortimer, GF president, would like to use his tv savings to "budget
better profits" for the current fiscal year. (GF's 1956 fiscal year showed $931,147,459
in net sales and $39 million in net income.)
A topline agency is going to test-tube new tv show concepts and personalities
on a southern station.
The networks have talked about something like this for years, but done nothing about
it. The agenov involved la giant I picked a station that is (1) easv to fly to from New
York, but (2) far enough away to make "sneak" tests. The plan starts early next year.
Behind it is this: In radio, comparatively small expenses permitted extended trial and
error on a network; but the spiraling prices of tv preclude such a luxury. Hence the next
best thing — a period of patient development on a local station.
Air advertisers are spending a pretty penny this year to protect themselves
against infringement and libel actions.
The cash isn't for damage payments. It's sheer insurance coverage. The premium on
a $1 million policy runs around $25,000 — and a major advertiser usually wants a lot more
than that.
Because people are exposed to more and more products, ideas, titles, and impressions
every week, they are becoming prone to imagine that what they see resembles something
they once dreamed up.
Seaboard Surety Co., which writes a major share of this coverage, says 80% of the
insurance company losses on "intangible property"' go to the defending lawyers.
When Madison Avenue turns tables on the potent New York daily tv colum-
nists, here's how the agency experts look at the reviewers from across the fence:
JOHN CROSBY, HERALD-TRIBUNE : Witty, entertaining, and skilled at document-
ing a case for or against a specific deed or trend; however, there's some doubt whether
the standards and judgments he sets forth would predict program ratings; his readership,
on the other hand, gives him an influence that admen treat with considerable respect.
JACK GOULD, TIMES: Definitely a force in tv; a critic with meticulous taste;
inflexible about what he considers high standards and concepts of public service, but not
in terms of the masses; writes an excellent, literate review for the adman's personal taste,
pretty much ignoring those who read with their lips.
BEN GROSS, DAILY NEWS : A gentle appraiser with a sympathetic ear for nostalgia.
JAY NELSON TUCK, POST: Dotes on matters of social-political significance and
the opinion of his two young "monsters."
JACK O'BRIAN, JOURNAL-AMERICAN: Brushes off the technicalities of show
business, but exercises a sympathetic grasp of what his readers like in entertainment;
always ready to fly off into a personal crusade with his own version of what happened.
HARRIET VAN HORNE, WORLD TELEGRAM: Her likes and dislikes tend to ex-
tremes; adept at colorful and pretty passages; inclined to go for the sentimental, but is
hard on anything that 6macks of the maudlin.
84
SPONSOR • 27 OCTOBER 1956
The Radio Leader in Des Moines!
72
72
FIRSTS OUT OF
QUARTER HOURS
In Latest Pulse Survey!
TUNE -IN UP - - - COST PER THOUSAND DOWN!
KRNT Leads Morning, Afternoon and Evening!
. . . and has for years and years!
KRNT Is Your Basic Buy In Iowa!
KATZ HAS ALL THE FACTS ON THE STATION WITH THE FABULOUS PERSONALITIES AND THE ASTRONOMICAL RATINGS
SPONSOR • 27 OCTOBER 1956
85
(Upside case histories
of successful television campaigns
I
SYNTHETIC MINK
SPONSOR: Montgomery Ward 8 1 o.
AGENCY: Direct
Capsule case history: To dramatize its new fall fash-
ion line, Montgomery Waul & Co. chose "My Fair Lad\ "
as its theme. The companj used five 15-minute segments
(.n the afternoon Starr YeUand Matinee on KLZ-TV as the
vehicle to promote fashion's new dictates of emphasized
femininit) and low-cosl luxury. One objective of the cam-
paign was tu introduce a collection of new s\ nthetic "mink"
coats which retailed at about $100. The man-made minks
demonstrated during the first show on Monday. By
the morning following the showing the stores entire order
of 50 coats was sold out. The Montgomery- Ward retailer
quickl) placed a re-order for 100 more coats. This ship-
ment was received on a Wednesday. By Thursday it too
was gone. The advertiser had used only the one show on
Monday to display the manufactured minks. All traffic on
the re-ordered stock was carry-over from the initial tv dem-
onstration. Cost of the 15-minute segment to Montgomery
Waul was $130. The firm's gross return came to about
$15,000 in si |7) for ever) advertising dollar invested.
TOY SHOP
SPONSOR: Hall's Cift Store \U \< 't : Direct
Capsule case history: Hall's used newspaper advertisim:
exclusively to introduce the opening of their new Toy Shop
section just before Christinas of 1955. The store found that
the promotion met with fair to moderate success. This past
summer, the i^ill shop I which is operated by the makers of
'TIallmark"cards) turned to television to promote the tov
section. Hall's signed for just one participation on the
Happy Home show to promote a drawing for a miniature
Pontiac. Customers had to come to the store and register
to be eligible. From this one announcement the store got
400 in-store registrations. The store manager also said that
many customers indicated that they had not known about
Hall's Toy Shop until they saw the tv program. Beaction
by the store was quick and positive. A fall-winter ad bud-
get of $4,000 has been set up for the Toy Shop with 55%
of this budget already committed to KMBC-TV and a
strong possibility of more later. The entire tv expenditure
is apportioned to KMBC-TV for a 17- week, three times per
week campaign covering the Kansas City, Missouri area.
M Z-TV, Denvei
PROGRAM: Participation- KMBC-TV, Kansas City, Mo.
PROGRAM: Participations
SPORTING GOODS
-l'o\s()|;: RennVs Sporting Cods AGENCY: Direct
Capsule case history: This advertiser sold 275 rod and
red outfits at $20 each as a result of a single weekly partici-
pation over \\IIk\-T\ for I'l weeks. The campaign re-
sulted in what the advertiser called "hectic months"' of
business netting a total of 100',' more sales than during the
same period last year. The store's owner emphasizes that
tin- volume of business mi the fishing tackle was not diverted
from other products since it was his total sales figures that
showed the 100'v increase for the period covered. The ad-
vertiser also reports thai countless new customers were
made: man) have come back again and again following
their original purchase. In short, the store found thai the
promotion has nevei stopped producing sales. Long aftei
the height ol the fishing season and the suspension of the
campaign, references are -till beinjj made to the program
b\ customers in the store. The vehicle used l>\ Helm'- Sport-
ing Goods was, appropriately, a weekl] fishing program.
Exposure, however, was limited to one 60-second participa-
tion per wek ovei a L3-week period. Cost: 898 per week.
\\ III \ I \
PROGR \M.
.11 I li lll.ll lull-
FLOUR MILL
SPONSOR: Martha White Mill- AGENCY: Noble-Durj
Capsule case history: Some 1,000 pieces of volunteer
mail were received by WSAZ-TV after the debut of the
sponsor's first half-hour program. After a year's sponsor-
ship. Martha White Mills gives most of the credit to the sta-
tion for attracting a number of new wholesale accounts.
I his in turn encouraged the mill officials to expand. Since
then the president of the company states that his over-all
flour business in West Virginia has increased over 500%
while the cake mix increase has been over 1,000%. Orig-
inally, a small schedule of tv announcements was chosen
after a surve\ of the West Virginia market. Noble-Dury &
Associates, agency for the mills, made calls on wholesale
distributors, retailers and consumers door-to-door before
deciding to use the medium. Most of the distribution at
that time was through wholesale accounts on the fringe of
the 1 limtingtoii-Charlcston area. After an increase in sales
from wholesale accounts, the announcement schedule was
replaced In the "Halt Si Scruggs Show. Sponsor has now
renewed at a cost ol S1.~>.111 for a straight 52 weeks.
WSAZ-TV, Huntington, W. Va. PROGRAM: Flatl S Scruggs Show
86
s|Mt\S(>|{
27 OCTOBER !'>)( >
LOOK
It's a whirl of glamour, It's a world on wheels, It's millions of lasting
a gold-lit wine brocade the second biggest U. S. impressions, made on lug-
sheath sheltered by its auto-assembly center and earning, big-spending
own coat, designed in America's leader last year Southern Californians by
California by Don Loper. in automotive sales. advertisers who use
KRCA4
NBC TELEVISION LEADERSHIP STATION IN LOS ANGELES SOLD BY
Q
SPOT SALES
TELEPULSE
RATINGS:
Top 10 shows in 10 or more markets
Period 4-10 September 1956
TITLE. SYNDICATOR, PRODUCER. SHOW TYPE
Average
ratings
7-STATION
MARKETS
5-STA
MARKET
4-STATION MARKETS
3-STATIOK ll
i
Rank Past*
now rank
N.Y. LA.
S. Fran.
Seattle-
Boston Chicago Detroit Milw Mnpls Phlla. Tacoma Wash
Atlanta Ball
1
1
Highway Patrol (M)
Zl V
17.9
17.8
8.1 18.2
ivpls km
10.4
kron tv
12.9 26.0 13.2 13.7 10.0 15.6 13.0
wbkb wjbk-tv wtmj-tv weeo-tv wcau-tv komo-tv wtop-tv
9:00pm 9:30pm 10:30pm 1 .in 7:30pm 7:00pm 7:30pm
13.5 5.:|
10:00pm 1 1 "Off
2
2
3
Man Called X (A)
Zl V
6.0
khj-tv
7 :00pm
8.7
kron-tv
23.5 7.0 14.2 6.7
wbz-tv wgn-tv wjbk-tv wmal-tv
10:30pm 9:30pm 10:00pm 8:30pm
13.2 5.j|
■
1 pn |
3
1 Led Three Lives (M)
71V
17.3
15.5
2.0 13.2
uin\ km
s ::i(i|)iii 8 :30pm
28.4 12.7 16.9 17.2 12.5 18.8
wnac-tv wgn-tv wjbk-tv wtmj-tv wcau-tv ktnt-tv
8:30pm 9:30pm 9:30pm 9:0Opm Dpm 9:00pm
18.0 8.1
9:30pm : 0 |.
\ ''
4
9
Celebrity Playhouse (D)
SCREEN GEMS
10.3
ktixt
10:00pm
15.4 18.4 14.0
kstp-tv komn-tv wtop-tv
8:30pm B 00pm 10:30pm
12.7 7.i
wsb M
is
5 5
Badge 714 (M)
NBC FILM. DRAGNET PROD.
15.4
7.1 11.8
wpix kttv
X :30pm 7:30pm
19.0
kpix
9:00pm
14.4 15.4 14.3 10.4 10.5 22.7 9.5
wnac-tv wen-tv ww-j-tv . wcau-tv kinff-tv wttg
6:30pm 8:00pm 10:00pm 10:30pm 7:00pm 9:30pm 7:00pm
6
Amos V Andy (C)
CBS FILM
15.3
5.5 9.3
webs-tv knxt
9:30am 10:30pm
13.2 8.7
wwj-tt wtop-tv
10:00pm 5:30pm
7 4
i
Man Behind The Badge (M)
MCA. BERNARD PROCKTER
14.9
5.2 8.7
wpix kttv
8:00pm 7:30pm
18.2 4.9 14.4 14.8
wnac ti wbbm-tv kstp-ti king-tv
10:30pm 11:30pm 1 10pm 10:00pm
13.5
■ 1
:
8
Count of Monte Cristo (A)
TPA
14.1
6.9
kttv
6:00pm
7.9 7.5 6.9 8.4
cklw-tv wxix kstp-tv wtop-tv
0:00pm 10:30pm 4:30pm 6:30pm
■
9 10
Science Fiction Theater (SF)
Zl V
13.6
6.2 16.7
'. rca H kttv
7:00pm 8:00pm
13.5
kron-tv
7:00pm
10.5 12.4 9.3 8.5 14.2 9.0 13.6 8.7
wbz-tv wbbm-tv wxzy wtmj-tv kmgm wfil-tv kins-tv wmal-tv
6:45pm 10:30pm 9:30pm 10:30pm 8:30pm 10:30pm 9:30pm 6:00pm
17.9 8.1
watta-tv wbal
. .....
10 6
Dr. Hudson's Secret Journal (D)
MCA. AUTHORS PLAYHOUSE
13.5
3.3 11.8
uiiix kttv
in 00pm I pm
14.2 14.0 19.5 17.0 6.9 17.6 7.4
wiibn wuj-tv wtmj-tv weeo-tv wrcv-tv king-tv wmal-tv
10 :00pm 10:00pm 7:00pm 7:00pm 700 :pm - »"pm 6:30pm
10.7
Rank Past*
now rank
Top 10 shows in 4 to 9 markets
1 1
Life of Riley (C)
NBC FILM
20.6
18.1
kttv
- :;iiih,i
14.7 28.2 21.4
wxll kstp-tv kiiik'-tv
7 inipm s :30pm 7:30pm
2
Doug. Fairbanks Presents (D)
ABC
16.2
14.2 8.8
wrca ti krea
in 30pm I" 30pm
6.7 195 10.9
wbkb wtinj t\ wrau-tv
1 0pm B :;ii|im 10:30pm
11.7
wsb ii
3 6
Ellery Queen (M)
TPA
15.1
3.9
Wpix
10:30pm
13.9 6.5
wjbk tl wrc
III :00pm ■ ""Pin
4
Big Playback (S)
SCREEN GEMS
14.8
2.0 9.3
wpix khj-tv
i :15pm
16.3
wbz l\
in I5| ni
5
Crosscurrent (M)
OFFI CI AL FILMS
14.5
8.2
knvl
22 9
kVCCO tl
- :0pm
8.9
WlV, A
; Opm
6
4
Code 3 (M)
ABC HIM
14.3
14 8
kttv
11.4
kron tv
i" 30pm
9.0 18.1
klne-tv
9:00|im i" 00pm
7
9
Stage 7 (D)
TPA
1 Search For Adventure (A)
OAGNALL
13.9
3.2
wpix
8 in
16.4
kroi l\
- 10pm
10.2 11.5
uliZ 11 wtlu.l tl
8 30pm
8 5
13.0
1.9 10.3
wplj kcon t\
; :30pm " :00pm
18.9
k|ii\
14.3 23.7
wtcn tv kin .
9:30pm 7:30pm
9 2
w*ii tv
9
Patti Page (Mu)
O L D 8 M O n 1 1 1
12.7
4.0
0 ;15pm
10.5 7.7
Willi) tv
7:15pm
9 8
Rosemary Clooney (Mu)
12.7
7.4
kttv
1 pm
15 4
kpli
11.0
wcco t\
9:00pm
89
. .
i pm
m
.11
1 1 i
. PVtlon: (W
Icnglh, tflcraHl In four <>r more
I
■ 'IIIH'Ilt
\\ . 1
ore, lllimk
M.ls; (i
purr Indicates 11
li not
i mu
li
in mu
■ ■-.... ■,■. ■ i i ..... ire
kctl In which they nrr shown. I ti 1 - li true to m
howi Tills should i". borne In mind when tlnj trei
i: ■ mii it blank show was n<
airly stable t j
i rated at all I
M SHOW
| riON MARKETS
2-STATION MARKETS
1 •«■ Columbus St. L.
Blrm. Charlotte Dayton New Or. Providence
3.0 20.9 20.4
i tl iii.n* iv kuk rv
|?30pm9:30pm 9:30pm
26.3 26.0 32.3 35.8 19.3
wbrt 11 wbti whto ti irdiu u n
9:30pm 10:.'li 8 00pm 1" OOptn 10
22.0 20.7
wbni iv ksd-tv
- :iipm 10:00pm
27 5 29.3 46.3 15.5
whio u nrdau H
"" 9:30pm 8 30pm
4.7 15.2 16.2
1 ews wl« c- ksd-tv
L )0pm 8:00pm 10:00pm
15.4 18.7
wbns iv ksii iv
10:15pm 9:30pm
14.5 39.3 17.3 38.3
wbrc-tv »ipiv win .1 vrdiu iv
10:00pm 7 in ! >m -
8.8 33.8
WlW-d ">lsU tV
11 -15pm 1" 00pm
9.7
22.8 28.0 19.5
whlo-tv ivj.,1 n
'' '■'• ' 10:30pm
8.5
24.3 19.8 46.5 14.3
"111.. Iv irdstl IV "pro Iv
9.00pm 10:30pm 8:30pm 7
2.9 16.5
w-iv kid iv
in 00pm
39.8
wdsu p.
.in
14.7 18.2
wbns-tT kwk-tv
!> :30pm 9:30pm
41.3
"ilslltV
- lOpm
9.2 15.0
w-iv h»d iv
10 OOpm
21.3 31.3 13.3 27.3 16.3
wbre-tv wbtv uiu d wdsu ii trpi
s oopm ■ 90pm 10:30pm 10:00pm 7:00pm
10.7
wbns-tT
lO:ir,pm
21.8 20.3
"i.i. iv wd>u-tv
* :30pm pm
18.2
ksd-tv
I" in
47.3
"lilv
8 00pm
4.5
wpro-tv
i mi,, i,
26.3
'il.n- fv
S:30pin
31.5
wbtv
in 00pm
17.8
s :30pm
ual.l
28.3 13.8
wpro-tv
10:00pm ' OOpn
32.5
" 1 1 1 1
In mi, in
12.5 21.0
vhr,' Iv "li'v
1:30pm 11 00pm
was In other (han top 10 Classification as to number of lUtloni In
• Pulse's m™. Pulse determines number by measuring which
illy received by homes In the metropolitan area of a given market
igh station ltsolf may bo outside metropolitan area ol the market.
TV ADVERTISERS:
YOU ARE
NOT COVERING
SOUTH BEND-
INDIANA'S 2nd
MARKET-UNLESS
YOU ARE USING
WSBT-TV!
Here's real proof of WSBT-TV's dominance of the South
Bend Market: During the recent political conventions
76.9% of the television viewers here watched WSBT-TV.
The next closest local station had only a 31.1% audi-
ence. No Chicago station reached more than 2.3% —
No Michigan station reached even 1%!*
South Bend is one of the Nation's richest markets— No. 1
in the U. S. in incomes of $4,000 to $6,999- No. 2 in
incomes of $7,000 to $9,999-No. 17 in incomes over
$10,000. (Sales Management, November 10, 1956).
Write for free market data book.
Survey by independent interviewers of 1 1 94 South Send ond Mishawako
homes— covering all days of both national political conventions
PAUL H. RAYMER CO., INC., NATIONAL REPRESENTATIVES
WSBT
CBS... A CBS BASIC OPTIONAL STAT
SOUTH
BEND,
IND.
CHANNEL
34
Order Your
Copy
Today!
A d ver tising's
STANDARD
Authority
FACTS... every
Advertiser Needs
• You can depend on the 1956
STANDARD ADVERTISING
REGISTER to give you the factsyou
need fast! linger than ever, more
comprehensive — STANDARD
lists 15.000 advertisers, over 70.000
executives — 18,000 brand names!
Gives media used, advertising
budget, type of distribution —
everything you need to analyze
competition — -sell for profit!
Act now! Drop us a line on your
letterhead and we'll send complete
information by return mail.
The Register Contains
The Advertiser, •
Address,
Capitalization
Products with •
Trade Names
Corporate Executives *
Advertising Manager
Sales Manager •
Printing Buyer
Advertising Agency
Handling Account
Account Eiecutives
Advertising Media
Used
Advertising
Appropriations
Character, Extent
of Distribution
m
The AGENCY LIST
Standard source of informa-
tion on over 3,000 U. S. and
Canadian advertising agen-
cies with data on their recog-
nition, personnel, and over
30,000 clients. Issued three
• times a year - the AGENCY
MUST is part of STANDARDS
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''" Write for colored illus-
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formation about the STAND-
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It's yours for the asking.
NATIONAL REGISTER PUBLISHING CO., INC.
147 West 42nd St. 333 N. Michigan Ave.
New York 36, N. Y. Chicago 1, Illinois
-
'Kl
Tv a
radio
NEWSMAKERS
Norman E. (Pete) Cash has been named
president <>f the Television Bureau of Ad-
vertising to succeed Oliver Treyz, new vice
president in charge of the ABC television
network. Cash was second in command to
Treyz at TvB. having been head of client
relations, a post which covered overseeing
the TvB sales force as well as the member
solicitation and service activities. He has
been with the TvB since it- inception, his appointment coming a few
weeks after that of Treyz. Like Trey/, he came from ABC, having
been eastern sales manager of ABC Radio. Cash was station relations
director of NBC, later became general sales manager of Crosley
Broadcasting and then went to the American Broadcasting web.
Ray J. Mauer has been appointed assist-
ant creative director and a vice-presidenl
of Ceyer Advertising, Inc.. in one of three
majoi executive changes announced by the
agency. Lee A. Emmerich was appointed
to the new position of tv-radio production
manager with "administrative responsibil-
it\ for all commercial production activi-
ties." In addition Donald \Y. McGuinn,
tv-radio business manager, will lake on responsibility for all busi-
ness and traffic activities connected with his department. Mauer
joined Geyer as director of its tv-radio department in 1955. Pre-
viously he was a tv-radio director, writer and producer with Cun-
ningham and Walsh and with BBDO in a similar capacitv. His first
job was as a copywriter vv it h the Campbell-Kwald A gene v in Chicago.
Claude Barrere's appointment as execu-
tive directoi of the Radio and Television
Executives' Societj becomes effective 1 No-
vember, according to an announcement l>\
Society president Robert .1. Burton. Bar-
rere, who is one of the few life members
L\ jk in the Societv. has been secretarv "I the
^ *2\ Bk| RTES since its formation in 1952. Barrere
^^ ** ^^^™ has hei n in hroadcasting since l(M() when,
a I let L3 years in travel agencj and steamship work, he joined M!(
as a French language announcer in the International (short wave)
Division. Most recent l\ Barrcre was with BM1 as eastern director
ol television, concentrating on matters pertaining to music in tv
lilms. Before joining I'All Barrere ran his own business in sales and
public relations for packagers, after a yeai with \\ I. Af. V Y.
SPONSOR
27 OCTOBER 1956
Channel 2
runs rings around...
At
the Ulul of /ff&k, ond)ipm(fi
\_Vr^r
... and nearly a million people
live within that "B" ring!
Vep'Biiftet'n Baltimore!
2»
lOO.Ooq,
BAY
ONC (VANS Grn M , ,
«... WllD 'lllviilON
SPONSOR • 27 OCTOBER 1956
91
"SHEENA"
FIRST WITH
AUDIENCES
IN 80% OF
MARKETS
RATED
Highest in sales opportunities for
sponsors, the highest rated show in its
time segment in most markets against
local and network competition.
Atlanta: 53.9% share of audience;
Chattanooga: 63.5% share;
Cleveland: 58.3% share;
Columbus: 45.6%' share;
Los Angeles: 32.8% share;
Memphis: 45.9% share;
Phoenix: 36.7% share
For rating and sales success stories on
SHEENA, QUEEN OF THE JUNGLE,
Source: ARB, June, 1956
Write, wire, phone
ABC FILM SYNDICATION, INC.
10 East 44th Street
New York City
OXford 7-5880
SPONSOR ASKS
{Continued from page 55)
all this have to do with box-top offers?
Iii-t this: \<l\t it i-ers soon discovered
that this new medium was ideally
suited as a vehicle for their sales pro-
motional activities, and as a result,
box-top offers reached a new high in
the industry. However, radio did not
supplant print media: instead, it sup-
plemented them. \\ ith the advent of
tv, this situation was. in great part,
m\ ,-i sed.
Telev ision's rapid rise to prominence
as an advertising and entertainment
medium definitely affected radio's
-landing with heavy users of premi-
ums. Here was a medium that com-
bined sight and sound— a medium that
not only described the product, but
demonstrated it as well, in the quiet
surroundings of the living room. \\ hat
more could an advertiser seek? This
phenomenal newcomer to the media
picture proved a terrific stimulus to
box-top offers.
The past several years have seen
records broken as fast as the) were
made in the premium industrv.
While it has generally suffered in
the eyes of advertisers as a medium
for effective premium merchandising,
radio can b\ no means he dismissed
as an ineffective selling tool. True, it
no longer can boast of the exclusive
pari it plays in our daily lives, and
has been relegated to a supporting
role. However, it has taken to this new
role with amazing alacrity and has
supplemented tv much in the manner it
did print media.
I believe that in this sense it has
proved its effectiveness in premium
merchandising and will continue to do
so in the future.
Milton Guttenplan, v.p. and account
group supervisor, Emil Mogul, Veu York
^ On-the-air premium offers arc >till
effective, but onl) if the) adhere to
i ertain qualifications.
First and foremost, I think that the
premium should spring n iturall) from
the pi oducl and sei ve a^ a continuing
stimulant of additional product use.
For example, for the Ronzoni Maca-
roni i ompan) . we offer the " I alisman
Italian < ook Book " a $3.00 value, for
one dollar. This offer, which is sue-
( essful fi om ever) merchandising
point of \ iew, has e\ ei \ element that I
have found to be necessarv for maxi-
mum effectiveness in the use of premi-
ums.
It has both an immediate and an
ultimate impact. Its immediate impact
is in its usefulness as a cook book and
in the fact that it is a bargain.
Its ultimate impact is even more im-
portant, because it continues to do its
job day in and day out while it is in
the housewife's possession. The book,
with a special 16-page insert illustrat-
ing the various macaroni shapes and
a preface written by the president of
the Ronzoni company, extends its as-
sociation with the product b) selling
every time it is used.
I like this kind of premium because
it moves well in an) medium. 1 like
premiums that associate themselves
with the product, or that call for refills
of the sponsor's product.
I like the kind of premium that
"I //7.c premiums
lli at rail for
a refill"
never stops selling because — let's face
it — there is really no such thing as a
"self-liquidating" premium. It is true
that the premium's price to the adver-
tiser max be within the selling price.
I he latter may be even high enough
to cover handling and postage. Rut I
don't know of an) self-liquidating
premiums that cover the cost of ad\er
tising and of point-of-purchase promo.
tion. Ami if this extra cos! is to be
met. an initial impact is not enough.
The premium has to keep selling for
you, to be worth its real cost.
I believe, also, that a premium must
be sold properlv according to the
media available. After all. it's realK
the premium you're selling -not the
product. And it is the application of
.1 particular medium's selling principle-
thai influences the effectiveness of the
premium program.
\re premium offers effective? Only
if the) bestir the customer to take ad-
vantage of them, and then follow
through hv creating a continuous need
oi desire for the sponsor's product. I
think when these elements are there,
premiums are good business. ^r
si-oxsoK
27 octobkr 1956
Chicago,
Chicago,
That Petroleum Town-
One of the Top
Refining Centers
in the World!
. . . AND
CLARK SUPER 100 GASOLINE
SELLS CHICAGO
WITH WMAQ'S JIM MILLS
)l\l \IIM.s produces the kind <>l cusiomei response
thai reall) lakes his sponsors pi. his Small wondei
thai one ol his sponsors, < lark Supei 100 Gasoline,
has become the largest selling independeni gasoline
in the entire Middle \\ esl '
I « ice each day, Monday through Friday (1:00 1:55 pm;
4:00-4:30 pm), fim entertains, and sells to, millions
ol ( hicago homemakers. His formula: populai music,
humorous comment, and persuasi ability.
I he products he sells: everything from beei to baby-
food, from tol>acco to toiletries, including, besides
Clark Super 100 Gasoline, such national advertisers
as Bengay, Blue Bonnei Margarine, California
Prunes, Chevrolet, Contadina tomato Paste, I ox
Head 100 Beer, Gerber's Bal>\ Food, tin Parade
Cigarettes, Lipton Soup, Quaker Oats, Ralston
Purina, Shinola, and Vim Vegetable fuice . . .
hi an impressively low 26 i-per- thousand-listeners'.
Follow the leaders, like Clark Super 100 Gasoline,
who reall) know the Chicago market I Contact NBC
Spot Sales, and gel extra mileage foi youi advertising
dollars on the |l\l Mil LS SHOW ' In N< h York,
call youi NBC Spot Sales Representative for a
Radio Phoni< Spot Buying audition l>\ telephone.
WMAQ,
Radio Itadrnhtp nahon in Chicago SOLD M (NBC I SPOT SALES
SPONSOR
27 OCTOBER ly.lO
93
M, WSM ©^ !!%&
1000
in sales results is yours in the Prosperous Piedmont section
of North Carolina and Virginia with WFMY-TV. Blaze away
to glory . . . and increased profits too ... by calling your H-R-P
man today for full information on this top TV market of the
nation, completely covered only by WFMY-TV.
Greensboro
Winston-Solom
Durham
High Point
Reidiv.lfo
Salisbury
;
50 Prosperous Counties # 2 Million Population
$2.5 Billion Market • $1.9 Billion Retail Sales
uifmy-tv
CA/2/2/li
WFMY-TV . . . Pied Piper of Ihe Piedmont
"First with LIVE TV in the Carolina*"
GREENSBORO, N. C.
Represented by
Harrington, Righter & Parsons, Inc.
New York — Chicago — San Francisco — Atlanta
Basic
Since 1949
94
SPONSOR • 27 OCTOBER 1956
WSAU-TV
WAUSAU, WIS. mm
CHANNEL/
Gives North Central Wis.
A
£U*t
in
tke
f
. #
J £ :'
r/Q mi
539,700
population
153,680 homes
Represented by:
MEEKER TV
New York, Chi , Los
Y Angeles, Son. Fron.
» HARRY HYETT
VMinn . St Poul
Midland Coop's
shot in the arm
cost them only $1.30
per thousand viewers.
STOCKHOLDERS:
Newspapers:
Wausau Daily Record Herald
Marshfield News Herald
Wis. Rapids Daily Tribune
Merrill Daily Herald
Rhinelander Daily News
Antigo Daily Journal
Radio Stations:
WSAU-WFHR-WATK
OWNED AND OPERATED BY
WISCONSIN VALLEY TELEVISION CORP
SPONSOR
27 ()( I'OHKK 1 '»•")('
Reps at work
Bill Tilcnius, fohn Blair & Co., New York, says the following ques-
tion is the one admen ask him most often: "How ran I make the
most efficient use of the spol radio medium?" His advice to them
is fourfold. "First," says Bill, "take advantage of spot radio's low-
cosl saturation plan- to achieve maximum repetition and market
penetration. I ord, TerJej Tea. Slen-
derella and others recognize that spol
radio makes saturation economical.)
possible in modern campaign plan-
ning." Secondly, lie suggests strong
"look beyond ratings"
local personality | >rog rams and, for ra-
il io especially, the development of im-
aginative cop) and calchv jingles to
dramatize an outstandingly good sales
message. I'all Mall. Pepsodent, I nited
Fruit are three firms that apply this
principle. Third on Bill's list: "Take
advantage of distinctive nighttime pro-
graming on qualitj regional reach stations. Advertisers like General
Mills and Thomas Leeming achieve depth coverage of market center
and penetration of the Central-South market at amazingly low cost.
\nd. finally," he tells buyers: "Look beyond fluctuating ratings for
qualitative evidence of sales effectiveness and the station's influence."
Stuart Kelly, Paul H. Raymer Co., Inc.. New York, agrees with
timebuyers who say that station representatives today must gear
themselves toward accepting greater responsibilities on behalf of
their stations. Says Stu, "We no longer enjoy the gold rush days
when sponsors stood in line to get on tv stations and because of
expanding set saturation stations could
raise rates indiscriminately. There are
more stations and they're more expen-
sive today. Buyers are more discrim-
inating and demand information, facts,
figures." He feel- buyers should ask
iep- for (lata in-depth and that reps in
turn should explain to stations whal
material is necessary. "For example,"
lie says, ""rale increases must be docu-
mented with figures showing increased
sets, increased audience or some other
valid reason for higher rates. The
whole competitive problem becomes sharper ever) day." Stu Kelly
also feels thai with increased interest in recently-released feature
film packages, advertisers and agencies want to know more than
JUS1 rating and eo-t ol slots in feature-. The) want audience com-
position, flow, commercial content allowance and other factors.
95
"gold rush gone
"If we're going to have any kind of living together,
we must have some sort of an understanding../'
x
This is a boy from Boston, talking to a lady named Helen
Parkhurst about racial prejudice.
The same Helen Parkhurst asked youngsters in Portland,
Ore., about military service. One said, "It isn't actually fear
that bothers you . . . it's you don't know when you're going
or where."
Sometimes teenagers are more direct than the great
masters . . . like the one who said about art, "I put the
feeling inside me in my hands."
Young people's feelings about themselves . . . their prob-
lems . . . their futures in the wonderful world around them . . .
thai s the heart of "Growing Pains," a new documentary radio
series produced by Westinghouse Broadcasting Company.
Helen Parkhurst, famous child psychologist, is the spark
who lights the youngsters' imaginations, the magnet who
draws out their deepest feelings. The result: a new under-
standing for parents . . . for everyone ... of the powerful
stirrings in our young people.
This new series by WBC, with Helen Parkhurst, is only
one in a growing list of outstanding WBC public service
programs — programs like "Of Many Things," "The
Big R," "How Shall We Learn?" This kind of program-
ming is emphasized by WBC because we believe that
broadcasting is most effective on stations which have earned
the respect and confidence of the communities they serve.
"Growing Pains" is produced exclusively for the
WBC stations, but is already being broadcast on a
number of educational radio stations. We
shall be happy to make it available to
others. Call Richard Pack, WBC Vice Presi-
dent in charge of Programming, at MUrray
Hill 7-0808, New York.
Support the Ad Council Campai$
WESTINGH
®@
RADIO
BOSTON — WBZ+WBZA
PITTSBURGH KDKA
CLEVELAND— KYW
FORT WAYNE WOWO
PORTLAND — KEX
TELEVISION
BOSTON — WBZTV
PITTSBURGH -KOKA TV
CLEVELAND — KYW-TV
SAN FRANCISCO — KPIX
PIX REPRESENTED BY THE KATZ AGENCY. INC. • ALL OTHER WBC STATIONS REPRESENTED BY PETERS. GRIFFIN. WOODWARD. INC.
1946-56, a dynamic decade,
was sponsor's first. The following
65 pages capsule these 10
terrific years of industry
and sponsor progress
TENTH ANNIVERSARY SECTION
THIS WE FIGHT FOR: The record on campaigns SPONSOR
has waged for industry causes, 1946-')(> Page 100
DECADE OF REVOLUTION: A highlight report on events in
the industry's most dynamic decade Page 104
INDUSTRY REACTIONS: The thoughts of air media leaders
summing up sponsor's first 10 years Page 123
PORTFOLIO OF SPONSOR'S FIRST ADVERTISERS: Their
ads reflect vastly changed conditions... Page 147
'SDlW
THIS WE FIGHT FOR
|n our opinion, the proper role of a trade paper is not only to inform, but to actively lead the way.
sponsor has built on this concept and its unusual growth is in good measure due to the needs it has seen, the
causes it has espoused." This is the way we expressed our editorial philosophy four years ago when we pub-
lished a list of the industry improvements to which we had dedicated ourselves. We headed our editorial plat-
form "This we fight for." Now, on its tenth anniversary, sponsor sets forth the record on some of the dozens
of campaigns we have conducted over the past decade. We are proud of the record but not satisfied. In check-
ing the issues of the past 10 years, on which the report below is based, we found much had been accomplished
but much more that needed doing. It's to the more-that-needs-doing that we dedicate our new weekly operation.
KICKOFF
CAMPAIGN
STATUS TODAY
Eliminating summer hiatus: sponsor reasoned adver-
J II rip tisers were losing sales opportunities through hiatus think-
ing. Editorials in 1947 and 1948 were followed with series
1947 of annual Summer Selling sections throwing light on sum-
mertime audience, marketing facts, and summer programing.
No more hiatus: Though main cli-
ents still let up pressure in summer,
trend to 52-week use of air is well
established. Net tv ended hiatus this
year with economics a major factor.
August
1947
Create strong BAB: sponsor felt advertisers would not
get fullest appreciation of radio if there was no one source
in position to do all-industry selling job. Starting four
years hefore Broadcast Advertising Bureau (now Radio
Advertising Bureau) was eventually set up as independent
body, sponsor urged industry repeatedly to tell its ston to
advertisers, sponsor warned that radio would suffer lasting
decline unless a BAB was formed, sponsor's constant
editorial prodding helped to bring BAB into existence.
RAB is spearhead of radio come-
back: Now operating on $800,000
budget. RAB has become strong cen-
tral voice for radio, is credited by
many broadcasters with having led
them back to sound economic footing.
Many profitable radio campaigns owe
their genesis to counsel provided by
the hard-working staff of the RAB.
A better name for spot: Too many admen felt "spot"
as a medium was s\ nonymous with one-minute "spots,"
Aiip'ijc'i overlooking fact that uses of national spot included pur-
chase of local programs and participations — as well as an-
1948 nouncements between programs, sponsor felt a clearer
name for spot would go far toward broadening advertiser
thinking. A contest was run and the name "selective" was
chosen. Most of trade papers agreed to use new name.
The name never caught on: It
«a> with considerable reluctance thai
sponsor admitted in November 1949
that it had not succeeded in establish-
ing the new name. To this day, how-
ever, in Canada, "selective" is used.
The term, incidentally, was first sug-
gested to sponsor by Paul H. Raymer.
February
1949
Keep BMB alive: SPONSOR felt advertiser- were entitled
to coverage data on air media, editorialized for retention
of the industry-supported Broadcast Measurement Bureau.
BMB died: Broadcaster dissension
ended BMB. leaving coverage field to
the private measurement sen ices.
Please turn page
SPONSOR
27 OCTOBER 1956
101
THIS WE FIGHT FOR continued
KICKOFF
CAMPAIGN
STATUS TODAY
For measurement ot" out-of-home radio listening:
J line With articles and editorials, SPONSOR since 1949 has cam-
paigned repeated!) for measurement of the "Big Plus" and
1949 recognition for out-of-home's importance, sponsor con-
tended radio had engaged in a gigantic giveaway hy failing
In count a major segment of its listening audience.
Battle nearly won: Few advertisers
today plan spot radio campaigns with-
out recognition of the out-of-home
audience, particularly in cars. Pulse
and Nielsen measure out-of-home but
much listening still goes uncounted.
Jllly "Let's sell optimism": With recession talk in the wind,
sponsor urged stations to tell the story of America's funda-
1949 mental economic strength with on-air announcements.
Idea caught on: Many stations, no-
tably members of Tennessee Associ-
ation of Broadcasters, pitched in.
October
1949
"The forgotten 15 million": sponsor's continuing cam-
paign to show advertisers how to get the most out of Negro
radio began at a time when few on the national level were
aware of medium. There were then 100 radio stations
in the I . S. programing to reach the Negro audience.
Negro radio has spurted up: To-
day there are over 700 stations which
program to Negroes. Many national,
regional clients use medium. But even
greater growth still lies in the future.
Stature for timehuyers: With articles like "Your
NOVeiTlber timebuyer can contribute more," sponsor year after
year pointed out the increasingly important role of the
timebuyer; how he could help make television and
radio advertising more effective for his client.
1949
Situation has changed: Today stat-
ure of buyers has grown at most agen-
cies, particularly with trend toward
all-media buying and creation of asso-
ciate media directors in many shops.
December
1949
Radio is getting bigger: At a time when many had
written radio off as dying — including many broadcasters —
SPONSOR repeatedly pointed to radio's strengths. How was
radio getting bigger? In terms of multiple sets in the home
and the great growth in car and portable radios. This.
sponsor maintained, gave evidence of radio's vitality; and
the mouth in -els and listening b\ individuals helped to
balance losses then shown by the rating services. It was
sponsor's belief that the rating services were undermining
radio 1>\ their failure to measure listening to all sets.
Radio's growth continues: Over
14 million sets were sold last year and
this year spot radio billings are head-
ed for a new record, sponsor still
believes radio listening is incomplete-
ly reflected by ratings and today
there's growing awareness that the
best media yardstick is results. Reli-
ance on ratings as be-all and end-all
is diminishing at the present time.
September '-<'•"* put all media under the same microscope:
_ _ sponsor held that radio was not alone to suffer tv inroads,
lt?jU that time spent with media was truer yardstick than ratings.
I luletermined result: Articles and
subsequent editorials focussed atten-
tion on time as a media yardstick.
The ratings muddle: Before and since we first used the
IVlarrh l'11" "ratings muddle.'' sponsor fought for clear under-
standing of (1) the differences between ratings, (2) their
1951 proper uses and (3) their limitations. In a series of re-
ports. SPONSOR fought for higher measurement standards.
Heightened awareness: Todaj the
ratings problem is wideh discussed,
often loosely. Researchers have bol-
stered samples, sharpened their meth-
ods, but more improvement is vital.
October ''"' ,r,,,b about Red Channels: SPONSOR set out to
determine how adequately Red Channels had been re-
15JD1 searched. The conclusion: it was a thin jol>. not reliable.
We won Polk award: bong Island
I niversitj award honors CBS news-
man who died at Communisl hands.
December BelievabilUy: sponsor warned in L951 that cigarette
copy, with wildh competing claims, could hurl believabilit)
X951 ol all advertising. Latei articles renewed the warning.
Better today: Circus barking has
declined in today's copy, even in long-
offendins cigarette advertising field.
|nj
SPONSOR
27 OCTOBER 1956
KICKOFF
CAMPAIGN
STATUS TODAY
June
1952
Rate-card selling: SPONSOR warned stations "'deals"
hurl radios stature and destroyed the bmer's confidence
that he was getting same price everyone else paid for time.
Focussed opinion: Main have tak-
en up cudgels for rate card standards;
but "deals'" on lesser scale persist.
February
1953
Creation of TvB: In publicly setting forth its complete
editorial platform, sponsor stated one of its objectives
was to seek creation of tv promotion bureau for industry.
Achieved: Goal sponsor had sought
was achieved with 1954 establishment
of TvB, vigorous follow-through since.
April
1953
All-Media Evaluation Study: In biggest project in trade
paper history, sponsor spent two years evaluating methods
"I media selection. Objective: to encourage scientific tech-
niques. BBDO's Ben Duffy called project "Encyclomedia."
Not yet sure: Wide interest was
stirred by project. But is media se-
lection more scientific today? That's
subject we're studying, right now.
%£#
NUMBER 1
SPONSOR is the trade magazine for the
man who foots the broadcast advertising
bill. As such, its objective is to do a job
for the sponsor. That job, as we see it,
boils down to this:
to give the sponsor what he needs to under-
stand and effectively use broadcast adver-
tising in all its forms —
to sort out the four broadcast advertising
mediums— AM, FM, TV, FAX— in their
present-day perspective —
to make every jine of editorial content vital
and vivid to the sponsor —
to look at broadcast advertising issues fairly,
firmly, and constructively —
to promote good broadcast advertising —
advertising that is good for the sponsor and
good for the listener.
/form an /S. Ljienn
PUBLISHER
February
1954
Tv set eount: sponsor's thesis was that advertisers are
entitled to county-by-county breakdown on tv sets from one
recognized industry source, should not have to depend on
station or trade magazine guesstimates for information.
Halting progress: Two industry-
backed ARF studies this year have
helped the situation, but the NARTB
project is not yet off the ground.
October Making spot easier to buy: sponsor for years had con-
tended advertisers would get fuller use from spot if it was
15154 easier to buy. One suggestion: standard availability forms.
Partial victory: SRA members
agreed on standard availability form
in ■)■") but much progress is still needed.
July Spot dollar figures: This was a campaign SPONSOR has
waged for \ears. But in July 1955 we gave it both barrels
1"Dj and then followed up with articles and multiple editorials.
Battle won in tv: Willi TvB report
on spot tv starting last quarter '55,
next step is a spot radio counterpart.
SPONSOR
27 OCTOBER 1956
103
TOPS IN '46: Leading Nielsen radio top
10 in 1946 was "Fibbei McGei and Molly."
Other top stars were Hope. Benny, Skelton
S3
SWITCHED: Firsl of NBC stars to sign with CBS in
1'>1!J, talent raiil was .lark Benin. Others who joined
"capital gains parade" were Bergen, Amos n' Andy
MR. TELEVISION: Vmong early tv star^
was Milton Berle, whose antics helped
create heavy tv interest in the late 40*s
A DECADE OF TV ANIA<
Jam-packed with developments, last 10
years -aw birth of commercial video,
color, decline and rebirth of radio.
struggling I'm born too late, an alloca-
tion dilemma, probes, probes, probes
RADIO FIGHTS BACK: Impact of tv on radio networks in earlj
50's led to various network participation plan-. Vmong them
was NBC's "Tandem Plan," a three-show lineup that included
"The Hij; Show" with Tallulah Bankhead. Guest, Dannj Etaye
S'n
-f1fi%
Hkkbi Cmmaqb Sowlvb
dtmuJmb hud/tcwi !\!\wjmmmfc
COVERAGE: Two coverage services competed
tin busini iss in I1).')!', were quickly outdated by
end ill u freeze, impact of i\ on radio stations
MERGER: I eonard Goldenson hcadec!
in u VB-PT, which merged in 1953,
brought competition into web t\ picture
UHF: End of freeze in 1952 brought host
of problems in intermixed markets.
Vbove, different home antennas for uhf
XDIO REVOLUTIO
I he decade ending this year will
probably set a record for being jam-
packed with radio-tv developments.
Condensed into this 10-year stretch
were not one but a series of revolu-
tionary trends which saw the paths of
am. fm and tv cross and change direc-
tion, each reacting on the other and
each, in turn, being reacted on.
The L946-56 period may have set a
pattern for television, possibly into the
21st Century. There was the birth of
commercial tv, the approval of two
video color systems, the development
of video tape, two allocation plans
plus the groundwork for a third which
will probabl) last main \ears and the
growth ill i\ ownership from almost
nothing to three homes out of four.
During this same period, am radio
saw its biggest years i if nol its licst).
In what was onl) a second by history's
time clock, radio suffered displacement
as a glamor medium, underwent a time
of I roubles, struggled to re-evaluate it-
self and emerged in a new garb that
advertisers are only beginning to ap-
preciate. Fm radio also collided with
tv and was the loser but is now trying
to enlarge a beachhead carved out by
the fascination with high-fidelity
sound. If fm's beginnings were not
auspicious its future still holds prom-
ise.
The decade also witnessed an un-
precedented climb in advertising ex-
penditures, a climb that made radio's
metamorphosis easier and speeded up
tv's growth. The decade began primed
with a huge bundle of unsaturated de-
mands (and background fears of eco-
nomic ups and downs) and ended in
an aura of optimism, with a rapidl)
-lowing population, a long list of
products that were not even a gleam
in anybody's eye 10 years before and
a widespread belief that the historical
cycle of boom and doom can somehovt
be controlled.
Some of the highlights of the years
bracketed by sponsor's own history as
a magazine follow.
1946: The year sponsor started
marked the end of an era as well as the
beginning of one. The stain of de-
pression and war was being washed
out in 1946, though the transition
from war to peace was marred by in-
dustrial disputes. Advertisers were
busy satisfying consumer hungers af-
ter the deprivations of the war years.
But they were also concerned with
w hat would happen when this hunger
w as satisfied. Some economists were
looking back over their shoulders and
recalling the "primary postwar depres-
sion" in the early 20's after World
War I. Vvw guessed thai in 111 \ears,
the population would reach nearly 170
million.
Broadcasters were worried over the
sharp increase in am stations and fear-
ing a cut in average revenue even if
over-all radio ad expenditures went
up. Interest in fm was approaching a
peak. The FCC stood l>\ its decision
to put fm iii the 88-108 mc. Land. The
old band. 12-")(l me.. u;i^ still in use
SPONSOR
27 OCTOBER 1956
105
REVOLUTION continued
HIGH COSTS: Network television's rising costs
ni years were symbolized b) $1] million
ear deal in 1955 between Cleason and Buick
SPECTACULARS: New excitement was injected into network tv during 1954-55
season by NBC T\ spectacular*. I!ett> llultoii -lane. I in di-lmt. "Satin- & Spurs."
As exciting as spectaculars is debate among admen as to their value to tv clients
lO years of usefulness
^^povsoii was bom with the issue of November, 1946. The first
issue ua> a 76-page book containing a credo setting down pub-
lisher Norman R. Glenn's aim to promote good advertising and
serve the advertiser. The credo also declared the intention to
cover four "broadcast advertising" media: am, fm, tv and fax (or
facsimile, the broadcasting of signals to produce printed matter
in the home) .
Articles in thai first issue foreshadowed the kind of approach
used throughout sponsor's history. There was an experience
story on Bab-O, then spending 90% of its budget on network
radio. There was also a story on a programing problem: Would
Reynolds Tobacco Gram/ Ole Opry show keep its audience after
the star. Ro\ Acuff, was replaced by Red Foley?
The magazine moved quickly into the pattern which established
its success. Its annual I ill Facts publication made its debut dur-
ing the first summer. Its feature articles were slanted to point
up the use aspect to the advertiser and agency. Earl) in its career,
SPONSOR recognized the important role of the timebuyer and
turned out article after article calculated to keep the timebiner's
interest and attention.
Probabl) SPONSOR'S most important land most expensive) proj-
ecl was its All-Media Evaluation Study, containing 26 articles.
which ran from 20 April 1953 to 2!i June 1954; the study was
later printed in book form. The two-year project was widel)
hailed as an original and useful effort to solve some of the prob-
lems in\ olved in media selection.
Specialized market studies have long been an important pan
of sponsor's editorial content. Imong the annual sections on
specialized markets are those on the \r'jm. farm and Canadian
markets. Vlso run annuall) i- a Summer Selling Section.
Starting with the L954 issue, SPONSOR has published an annual
Buyers' Guide ol radio-h station programing.
sponsor has been given a special George I'olk Vward from
Long Island University's Journalism Department for outstanding
industrj service, the onl) trade papei in its held so honored.
and plans were made for a gradual
changeover. As the year 1946 began,
about 20 stations were operating in
the new band. Some manufacturers
(among them Zenith and GE) wanted
to retain the old band, holding it was
necessary to give proper service to the
U. S. audience, especially those in rural
areas, which the old band could reach
better. But alread) the shadow of tv
was falling on fm since one of the rea-
sons the FCC was abandoning the old
fm band was because it expected to
use the 44-50 cm. strip for Channel 1.
The color tv battle was hot. CBS,
which had urged a policy of by-pass-
ing black-and-white tv and getting
commercial video off the ground via
color, was asking an immediate FCC
oka) for its field sequential color svs-
tem in the 480-920 inc. uhf band (most
of which was later set aside for uhf
commercial tv). Most of the appli-
ance people were on the side of H( \.
which was pushing for an all-elec-
tronic, rather than a mechanical sys-
tem. Later, as t\ home ownership
grew the factor of compatibility (abil-
ity to receive l>\w without converters
or adaptors) in the all-electronic color
system became a potent argument in
its favor. In 1946, however, while
engineers spoke of the theoretically
greater perfection possible in the all-
electronic system, the CBS color-wheel
set w ,i~ fa i ihei aloii" the i oad to home
use. In Decembei of 1946. the FCC
called on CBS to demonstrate its sys-
tem official!) .
In November, the month sponsor
started, the Following radio shows were
in Nielsen'- lop 10 according to aver-
age audience rating figures: In order,
the) were Fibber McGee & Molly, Lux
Radio Theatre. Fred Wen. Screen
|0(,
SPONSOR
27 OCTOBER 1956
'Pepsi, Please' SCORES IN MUNCIE,
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'Vain, t. c* on tni, Ti<;*
JC«;;
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"As a radio success story, I've
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"Results have far exceeded the
most optimistic expectations. "
- Richard Burgess, Vice Presi-
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BEST FOR TEST
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SPONSOR
27 OCTOBER 1956
107
REVOLUTION continued
MOVIE FLOOD: Sal.- of RKO package,
which included "Top Hat," to C&C Super,
started 1956 Hood of feature tilm into tv
COLOR: FCC oka) on compatible color in
1953 stirred momentous tv trend. Left, Kukla,
Fran & OUie before WNBQ, Chicago, camera
PROBES: I \ allocations, network practices received thorough airing before
e Commerce, Judicial-) Committees in 1956. ^bove, Frank Stanton, I BS
president, tells formei group destruction oi webs would !»• a backward step
Guild Players, Bob Hope. Chase and
Sanborn Hour, linos 'n' Indy, Jack
Benny, Red Skelton and Fitch Band-
ivagon. Ratings ranged from 24.0 for
the first to 17.0 for the 10th ranking
show. It was Nielsens fourth year of
reporting audience figures via the elec-
tronic recorder.
The Broadcast Measurement Bureau
made its first coverage -tudx in 1940
and found, among other fad*, that
95.2' < of urban families had radios.
The dissatisfaction that eventual!)
brought about BMB's downfall was
well in e\ idence even then.
Though t\ set penetration was in-
finitesimal, video network plans were
already in the works with NBC par-
ticularly active. On the radio network
front, affiliations were being expanded.
MBS passed the 350 mark and was
aiming at 425. The NBC radio net-
work reached 100 stations. In 1946,
the average lineup on NBC was 127.
Personnel notes: George Washing-
ton Hill died. Charles Denny was
made FCC chairman. I The next year
Wayne Coy replaced him.)
The late 40's: Even as tv was getting
under way, radio was growing rapidb.
In 1948. the year commercial tv actu-
ally got off the ground, radio station
growth went from not quite 1.800 to
2.000. The year started with about
1.500 am stations and ended with
about 1,900. There were about 275 am
stations under construction and appli-
cations pending for about 500. In fm.
there were about 370 stations at the
beginning of 1948 and about 700 by
the year's end. Vbout 300 fm stations
were under construction and about 90
fm applications were pending. But fm
was already showing signs of trouble
as 125 fm permits wen returned.
The year before RCA chief David
Sarnofi had made his famous speech
to NBC affiliates at their Atlantic Citj
convention telling them the time was
ripe to get into t\. \t the lie-inning of
1948. there were 17 commercial i\ out
lets on the air. B\ the end of the \eai
there were 50 and a goodl) number ol
the rest of the pre-free/e t\ stations
were under construction.
CBS made it- bid for network domi-
nance tin t\ as well as radio i starting
in I'M!! with its talent raid on NBC.
The first capital gains deals were with
Benny and Amos V Andy. Edgar
Bergen and bred Allen talked about
retiring from radio until the ft picture
i Please turn to page 1 12 I
108
SI'ONSOH
27 oi i obi n L956
CONGRATULATIONS
SPONSOR MAGAZINE
Back in 1946, when Sponsor Magazine made its first appearance,
the WLS NATIONAL BARN DANCE was already twenty-three
years old and the Midwest's most popular radio program. Fourteen
years before, to meet the demands of listeners who wanted to see
the show, WLS had taken over Chicago's 8th Street Theatre to
broadcast the program before two capacity, paying audiences every
Saturday night. At that time, everybody said it couldn't last, and
no one would pay to see a radio show!
Well, WLS listeners have been coming and paying every Saturday
night since . . . 2,572,030 of them to date. And the perenially
popular WLS NATIONAL BARN DANCE, with its successful
formula of genuine neighborliness and old-fashioned merriment,
still draws the greatest listening audience of any Chicago station
every Saturday night. (For proof, see figures from a recent Pulse
Survey in 164 Counties of the WLS Major Coverage Area.)
We're wishing for Sponsor Magazine many more years of suc-
cess in its service to out industry. We plan to be around to greet
you on your Silver Anniversary with radio's oldest, most popular
program, the WLS NATIONAL BARN DANCE.
The "National Barn Dance"
now available on half-hour
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RE the ONE station
first in ALL THREE
Nielsen*, Pulse*, Hooper*!
Night and day the top name personalities beam the best
in music, news and sports to Cleveland over WERE
WERE personalities reach more live audiences
through personal appearances than any other regional
talent. They enjoy more national and industry-wide
recognition, too!
NA/ ERE excites people into listening with unique pro-
graming exclusives.
WERE participates in all major area events with its
16 ton etudio-palace on wheels . . . the only mobile unit
integrated into the civic and business life of Cleveland.
The long-night through, Clevelanders use a city-wide
network of free phones to call their thousands of dedi-
cations direct to the highest rated dusk-to-dawn per-
sonality in the area.
W ERE drew over 100,000 visitors to its flagpole studio
broadcasts at one of Ohio's biggest fairs.
\N ERE was the only radio station to which TV view-
ers turned as a guide to political convention viewing.
. . . and only ^A/ ERE offers the most complete, guaran-
teed merchandising program available in the Cleveland
market . . .
* Latest Nielsen:
WERE is first 6 a.m. to midnight in N.S.I, area audience
and first in Cleveland's metro market, too!
* Latest Pulse:
WERE has the greatest total share of
in-and-out-of-home audience around the clock.
* Latest Hooper:
WERE has the highest share of radio audience
in every time segment.
y W E R E and sell CLEVELAND
u i
r
>f» »l
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""St ""I
""' Ml""'
H A
I T
Richard M. Klaus, General Manager
represented by:
Venard, Rintoul 6* McConnell, Inc.
-- %
REVOLUTION
[Continued from page 108)
was clear hut Bergen ended up in the
( BS stable. Other NBC stars and
other talent as well were lured to CBS
and by tin- end of 19 19 the Pale) web
could boast of such luminaries as Bing
Crosby, Groucho Marx, Ked Skelton,
Burns \ Allen and Cam Moore.
I BS Radio ended the year 1949
with 185 affiliates, up from 179 the
year before. CBS TV started with a
24-station web at the beginning of
1949 and 12 months later the total was
The other three t\ net works had
about the same number (and in man\
markets the same stations).
NBC got busy signing up new tal-
ent to replace the defections and
anions those who joined the web were
a team by the name of Martin & Lewis,
known around the night club circuit
but not familiar elsewhere.
Gross billings of the four radio net-
works were about $200 million in
1948, up about -V , from the year he-
fore. In 1949, however, hillings dipped
by the same amount, the first sign of
tv's impact on the radio webs.
All in all. there wasn't much worn
LOOK FOR YOUR
COPY OF THE NEW
SPONSOR
EVERY
FRIDAY
For the up-to-the-
minute happenings in
television and radio advertising
read SPONSOR every week.
$10 A YEAR (52 ISSUES)
among radio broadcasters about tv
from '47 through ?49. However, in
the latter year, the radio industry, via
the Broadcast Advertising Bureau
I later RABi. joined forces in an All-
Radio Presentation Committee under
the chairmanship of Gordon Cra\,
then with WII'. Philadelphia, and put
out a series of three films which sta-
tions could use to sell radio to the pub-
lic as well as advertisers.
It became apparent quickly during
this period that the 12 \hf channels
provided by the FCC would not permit
a truly competitive t\ system. The
freeze on new t\ station construction
was instituted by the FCC in 1948 and
it began considering a new allocation
scheme. By the end of \')l') all hut
one of the 108 pre-freeze stations were
on the air. While New York and Los
Angeles each had its seven station-.
fully two-thirds of the pre-freeze t\
markets only had one station. This
situation and the clearance headaches
involved plagued advertisers until
1952 when the first uhf stations came
on the air.
Meanwhile. t\ was beginning to ex-
hibit lusty signs. B\ 1949 network
gross time hillings reached the respec-
table figure of .$12 million. NBC had
about half of this figure. In January
1949 the coaxial cable linked the Mid-
west with the Fast. Interconnection
was available to 13 stations at the be-
ginning of 1949. By the end of the
year. 2(> cities were linked. General
Sarnoff was predicting 2U million tv
sets by the end of 1954. i He was ipiite
conservative. The actual figure was
30 million.) In 1949 there were more
than .")()() spot tv clients.
Network tv programing was gelling
under wax in earnest in I'M'1. I!\ the
end of that year, Toast of the Town
had been on 7.~> weeks and CI!S TV,
boasting of it > packaging prowess in a
tone it would not use today, crowed
that the show bad never ranked below
second place in popularity. Milton
Berle was well on his wa\ to the title
of "Mr. Television." A number of
-how- were on then that are still on
the air. \mong them, in addition to
the Ed Sullivan Sunday night hour,
were the two Codfrev shows. Talent
Scouts and Friends; Big Story, the
Firestone -how. the Kraft dramatic
hour, Studio One and Lone Ranger.
\ sampling of network tv shows
which became I egulai -ea-on casual-
tie- altei the I'M')-.")!) season or later
112
Sl'(l\S()|{
27 OCTOBER 1956
we are In your future
Deai Norm,
On the tenth anniversary oJ Sponsoi Magazine and
saluting your fust weekly issue, we ol WGN, Inc. wain
to congratulate you and your fine Mall on outstanding
and commendable contributions to the industry.
And we w.nii !o invite youi readers now and in the
future to keep an eye and an eat on us in the nation's
second largest market . . . where Nielsen shows WGN-
TV, Channel 9, No. 2 Station in Chicago . . . yes, No. 2;
and where WGN-Radio reaches more homes than an)
other station.
Besl wishes loi many moie \r.iis ol continued service
to the industry and the success and prosperity you so
ri(hl\ deserve.
Vice Presideni and General Manage)
WGN, Inc.
WGN
TELEVISION, CHANNEL 9
RADIO, 720 ON YOUR DIAL
The Chicago Tribune Stations, Owned and Operated l>\ WGN, [n< < hicago, llliimis
SPONSOR • 27 OCTOBER 1956
113
were GE's Fred 11 aring Show and
sley's This is Slum Business, both
on CBS Sunda) nights; Chevrolet on
Broadway and Cities Service's Hands
of America, both on NBC Monday
nights; the Roller Derby, sponsored b)
Chesebrough and Blatz on \H< Thurs-
da\ nights and taction- lire, spon-
sored bx Libb) nn the saint- network
Fridaj nights; Gulf's lie. the People
mi \l!( I'l'nlax nights and R. .1. Rey-
nolds' I/*;// [gainst Crime on CBS,
al<o on Frida) nights.
'Ilic video webs didn't start pro-
ning until 5:00 p.m. in 1949.
Howdy Doody was alread) in its 5:30-
(>:lll) p.m. slot. nearlj half sponsored
and no I //<■/. « i Mouse Club to worrj
about for years. \l>(" still had no net-
work shows on Mondaj and I uc~da\
nights bul the L5-minute pattern be-
tween 7:.'J)0 and !!:()!> p.m. was alread)
established on CBS and NBC and eon-
tinned unhindered until Disneyland
pointed up the powerful force of all-
lamiK listening during the earl) eve-
ning and particular!) the wax in which
the younger set controlled the lv dial
before the) went to bed.
Personnel notes: There was a 50%
turnover in network presidencies in
L949. \t NBC Niles Trammel ended
nine years as president and was moved
up to chairman of the board with Jo-
seph II. McConnell. executive vice
president of RCA, moving into the
presidency. Edgar Kobak resigned the
presidenc) of MBS to become a broad-
casting consultant and Frank White.
president of Columbia Records, be-
came MRS president.
Flie early 50's: The year 1950 was
a had one for radio. It was the year
the radio broadcasters realK got
scared about tv. Some idea of the
-late the) were in can be gotten from
statements showing relief that radio
listening didn't stop altogether when
a home had tv installed. To make mat-
ter- worse lor am broadcasters, the
\ \ \ w as exerting pressure for re-
duced rates, especiallv on the network
level. The rate situation came to a
head with an NBC plan to cut evening
rates an average of 12% in 53 tv mar-
kets, including the five markets where
the web had o&o's. Some of the pro-
posed rate cuts went up to 25%.
The affiliates put up a loud howl and
remained adamant against a rate cut.
One broadcaster, in a letter to Senator
Fdwin Johnson ( D.-Col. I , chairman of
the Commerce Committee, said the
proposed price slice would mean eco-
nomic chaos, hut added that stations
feared economic sanctions by the
mother webs. The NBC plan was to
have gone into effect 1 January 1951
but the stiff stand of the affiliates kept
the rate cut away for a number of
i iths. In the meantime, billings for
all the radio networks hut one (CBS)
declined. But spot radio was up about
10%.
The FCC okayed the CBS color sys-
tem in 1950. An RCA-NBC effort 'to
upset the ruling failed in an action
before the Federal Court in Chicago
hut the court continued its temporarx
ban against commercial use of the sys-
tem.
If radio broadcasters were down in
the dumps, the tx broadcasters were
Pay less to sell the
SOUTH BENDELKHART
UHF* market on
Paul C. Brines
Station Director
Elkhart 52, Ind.
This is
solid UHF —
215,814
UHF sets!
Your dollars
buy a stronger
run on WSJV.
COMPARE!
■O- &
*&l
See your
H-R
Man for
full facts!
II I
SPONSOR • 1> OCTOHKH 1956
IRE reports on
SINGLE
SIDEBAND!
The December issue of Proceedings of the IRE presents a round-
up of the most recent technical discoveries as presented by the
Joint Technical Advisory Committee through its sub committee
on single sideband techniques.
Because single sideband offers advantages over conventional
AM systems for police radios, taxi radios, ship to shore radios,
as well as in many other practical uses, the JTAC has launched
a special study for the FCC on this new development in radio
communication. Interest in single sideband systems is high be-
cause they:
1. Reduce the size and weight of equipment, allow effec-
tive communication when conditions limit the size of
the installation.
2. Conserve the radio spectrum by not taking up as wide
a band of frequencies as do AM signals.
3. Permit a reduction in the total radiated power required
to accomplish a given communication function.
The December issue of Proceedings of the IRE begins with a
guest Editorial by the Honorable George C. McConnaughey,
Chairman of the Federal Communications Commission and will
take its place in the record of radio-electronics growth. IRE gave
you the color TV issues of October, 1951, and January, 1954,
the scatter propagation issue of October, 1955, the earth satel-
lite issue of June, 1956, and now December's special single
sideband issue-a reference work of the decade!
Get the December Proceedings of the IRE
and get the facts about SINGLE SIDEBANDS
Partial list of contents:
"Factors Influencing Single Sideband Receiver Design" by L. W. Couillard,
Collins Radio Co., Cedar Rapids, Iowa
"Frequency Control Techniques for Single Sideband" by R. L. Craiglow,
E. I. Martin, Collins Radio Co., Cedar Rapids, Iowa
"A Suggestion for Spectrum Conservation" by R. T. Cox, E. W. Pappenfus,
Collins Radio Co., Cedar Rapids, Iowa
"Power and Economics of Single Sideband Equipment" by E. W. Pappenfus,
Collins Radio Co., Cedar Rapids, Iowa
"Automatic Tuning Techniques for Single Sideband Equipment" by V. R.
DeLong, Collins Radio Co., Cedar Rapids, Iowa
"Linear Power Amplifier Design" by W. B. Bruene, Collins Radio Co., Cedar
Rapids, Iowa
"Distortion Reducing Means for Single Sideband Transmitters" by W. B.
Bruene, Collins Radio Co., Cedar Rapids, Iowa
"Linearity Testing Techniques for Sideband Equipment" by P. J. Icenbice,
H. E. Fellhauer, Collins Radio Co., Cedar Rapids, Iowa
"Early History of Single Sideband Transmission" by A. A. Oswald, (retired)
formerly Bell Telephone Labs., Inc., Murray Hill, N. J.
"Comparison of Linear Single Sideband Transmitters with Envelope Elimi-
nation and Restoration Single Sideband Transmitters" by L. R. Kahn,
Kahn Research Labs., Freeport, L. I., N. Y.
"Application of Single Sideband Technique to Frequency Shift Telegraphy"
by C. Buff, Mackay Radio & Telegraph Co., Inc., Brentwood, L. I., N. Y.
"A Third Method of Generation and Detection of Single Sideband Signals"
by D. K. Weaver, Stanford Research Institute, Stanford, Calif.
"An Introduction to Single Sideband Communications" by J. F. Honey,
Stanford Research Institute, Stanford, Calif.
"Synchronous Communications" by J. P. Costas, General Electric Co., Syra-
cuse, N. Y.
"Synthesizer Stabilized Single Sideband System" by B. Fisk, C. I. Spencer,
Naval Research Lab., Washington, D. C.
PROCEEDINGS OF THE IRE
1 East 79th Street, New York 21, N.Y.
□ Enclosed is $3.00
□ Enclosed is company purchase order for the December, 1956 issue
on SINGLE SIDEBAND
Send to:
Narne^
Company
Address_
City & State
All IRE members will receive this December issue as usual.
Extra copies to members, $1.25 each (only one to a member).
The Institute of Radio Engineers
1 East 79th Street
New York 21, N.Y.
SPONSOR
27 OCTOBER 1956
115
Something
NEW?
1/ "<? ?"
I lew -^JnonAor: . . .
L-on if ra fu la lion J /
There's the NEW SOUND, too.
creating more excitement about
NEWS . . . more reason for listening
to MUSIC . . . public service that's
stimulating community interest! It's
time YOU called Tom Longsworth
A-9436 in Fort Wayne or A. W.
"Bink" Dannenbaum if you're in New
York at MUrrayhill 7-0808 and ask
about the new . . .
wowo
Now All-Local
©©
WBZ WBZA, WBZ TV, KDKA, KDKA TV, KYW
KYW TV, WOWO, KPIX, KEX
WESTINGHOUSE BROADCASTING
COMPANY, INC.
Represented by
PETERS, GRIFFIN, WOODWARD, INC.
enjoying sky-high optimism. Network
gross time billings were up to $ 15 mil-
lion in 1950 with DuMont registering
a 3509c jump over 1949 and showing
a gross time hillings total of $4.5 mil-
lion. Spot tv advertisers totaled about
1,000.
While the agencies were knocking
themselves out with tv clearance prob-
lems, the networks got into a row over
\ r&T interconnection facilities. ABC
and Du Mont wanted the facilities
shared equally while CBS and NBC,
with more sponsors, wanted them
shared in proportion to the business.
The fight was finally settled by a com-
plicated compromise.
The 1950 census found U. S. homes
up eight million over 1940 and a radio
home saturation figure of 95. d' ! .
There were 2,230 am outlets, 676 fm
stations and 107 video broadcasters in
business. Both the set and station
construction picture was clouded over
b) the Korean "police action."
By 1951, however, it was apparent
the huge productive strength of the
country was up to the task of turning
out both guns and butter and the
feared shortages in electronic equip-
ment did not materialize.
The network rate cuts for evening
time finally came in 1951. The CBS
and NBC cuts took place in July. Gross
time billings continued to slide, how-
ever, and the 1MB totals at the end of
the \ear showed a 5', dip. Actual in-
come dropped more than the PIB to-
tals Indicated since ABC and MBS did
not change their gross time charges
like CBS and NBC but only the dis-
count structure. Over-all. the rate cuts
ran in the neighborhood of 10 to 15%.
In addition to cutting rales. NBC
worked out a rate formula which,
though it didn't change the total net-
work price, made a number of adjust-
ments in network rates on the station
level to reflect the varied impact of tv
in individual markets. This met with
strong resistance among affiliates.
In 51 radio was beginning to re-
cover from its exaggerated fears the
\eai before. The medium was promot-
ing itself harder and offering mine
opportunities to the advertisers. The
real beginnings of network lle\ibilit\
took rool in 1951, specificallj the spot
carrier or participation plans. ABC
had its Pyramid Plan, NBC had its
Tandem Plan. In "51 the Tandem
Plan consisted of The Big Show, NBC
Radio's spectacular; the Mm/m &
Lewis Shcu and 1//. Keene on Sun-
day, Friday and Thursday, respective-
ly. The network plans were not as
flexible as they became later on. For
example, in the Tandem Plan advertis-
ers were required to buy at least one
participation in each show for a mini-
mum period and the full network was a
must.
At the end of the year the U. S.
population was nearly L56 million and
there were 43 million radio homes.
During 1951 advertisers continued
pouring increasing sums into tv. The
last of the pre-freeze stations went on
the air. making the total number 108.
An incipient revolution in video was
unfolded bv Bing Crosby Enterprises
with a display of tv magnetic tape.
In 1952. a year after the first showing,
BCE showed video tape again and the
trade press reported a great improve-
ment over the first showing. One ob-
server compared it to a quick kine.
The freeze ended in 1952. The first
uhf station took to the air in Portland.
Ore., and by the end of the year about
a dozen more u's were broadcasting.
During '53, the pace of new CP's
speeded up and more than 200 new
video outlets began broadcasting. The
problems of us in intermixed areas
cropped up with increasing frequency
and b\ 1954 the allocation and net-
work-affiliation issues were being aired
by a Senate Commerce subcommittee.
With the demise of BMB after two
reports in the 40's, two private con-
cerns, Nielsen and Standard Audit
Measurement Sen ice, offered station
coverage services in 1952. \\ it li the
end of the freeze and rapid growth of
tv. these services were outdated quick-
l\ from both the tv and radio stand-
point. However, it took four years for
another coverage stud\ (NCS No. 2)
to take place.
On the basis of NCS No. 1, Nielsen
estimated 45 million radio homes and
2D million t\ homes or 15' < saturation
at the end of 1952.
Among the outstanding events of
1953 were the FCC approval of color
on 17 December and the American
Broadcasting -Pa ram on nt Theatres mer-
ger. The FCC color decision set aside
the 1950 okay of the CBS method and
put the seal of approval on the Na-
tional Television Systems Committee
all-electronic, compatible method.
Though at the time of the CBS deci-
sion the FCC said any proposed sys-
tem i" sel aside the field sequential
system would have to be so superior
as to overshadow it. this viewpoint
L16
M'ONMIK
27 OCTOBER 1956
Planning a Radio Station ?
Here's a helpful folder that shows
at a glance just what you'll need!
The main equipment items that go into the assembly
of a radio broadcast station are represented on this
see-at-a-glance "pull-out" display folder. Graphic
pictures and descriptions of RCA equipments, with
their related system functions, are connected by
arrows. The signal path is traced from pickup source
to antenna radiation, showing equipment require-
ments at every step. Reduce your station planning
to its simplest form with this graphic guide.
Ask your RCA Broadcast Repre-
sentative to show you this new
display folder of Radio Broadcast
Equipment (form 3J-2832).
RADIO CORPORATION of AMERICA
(D Broadcast and Television Equipment
Camden, N. J.
SPONSOR • 27 OCTOBER 1956
117
was dismissed b) th< I I I in
The government agency spoke of a
"shift in emphasis" and said it was
relying on assurances thai the existing
inadequacies were those <>l equipment
and were not inherent in the nature "I
the compatible >\ stem.
Though there were no color sets
around, NBC put on three coloi shows
before the year was out. With a num-
ber of technical problems and high sel
costs color receiver ownership grew
more slowl) than anticipated. Two
years alter the FCC oka) less than 15,-
i ii ii i I . S. homes owned color sets.
The AB-PT merger brought new
monej and spirit to the "third net-
work." It was approved 1>\ tin- FCC
in a five-to-two decision with Com-
missioners Hennock and Webster dis-
senting. Interestingly, in another deci-
sion involving the Paramount name at
the same time (earl) Februarv I, the
FCC ruled that Paramount Pictures
controlled I)u Mont Laboratories.
Account restlessness was becoming
more evident in L954. \mong the im-
portant radio-tv accounts shifting that
KRLD-TV
CHANNEL
4
DALLAS
OPERATING WITH MAXIMUM
POWER AND TELECASTING
FROM THE TOP OF TEXAS'
TALLEST TOWER, GIVES YOU
MORE COVERAGE
than any other TV station
in Texas!
Owners and operators of KRLD — 50,000 Watts.
The Dallas Times Herald Station, Herald Square,
Dallas 2, Texas.
JOHN W. BUNrON, Chcirinon of l/i. loord
CUBE W IEMBEDT. Pr.i.d.M
REPRESENTED Br
THE BRANHAM COMPANY
year were Borg-\K arner, Bulova. Camp-
bell, Eversharp, Gruen, Motorola. RC \
\ ictor and Schick i the latter two
going to K&E). Estimated radio-t\
billings involved ea to around
$40 million.
Fee tv began to occupv public at-
tention in 195 1 ami the del ates reached
a crescendo the next year. For the
most part, agencies and advertisers
adopted a hands-off attitude in the
battle though the opinion was wide-
spread that fee tv would be able to
hurt free tv b) having the financial
resources to attract the top -how busi-
ness talent. While it was commonl)
assumed that a fee t\ show would have
no advertising, there was some talk
among advertisers that product tie-ins
could be worked out hv giving aw a.
with each package a coin or slug
enabling the purchaser to watch a fee
tv show. A number of uhf stations
having a hard time asked the FCC to
oka) fee tv as a method of solving the
uhf station problem.
Radio promotion was pushed
harder. During the late 1952-53
winter, the Station Representatives As-
sociation i formerlv the National Asso-
ciation of Radio and Television Sta-
tion Representatives l had launched
the Crusade for Spot Radio. Stations
were asked to support a national pro-
motion campaign bv paying monthlv
fees equal to one-half of the gross one-
minute rate. In 1953 and l')51. the
Crusade was especially active.
New excitement was injected into
the tv picture with the debut of spec-
taculars on NBC TV at the beginning
of the 1954-55 season. Leading off the
three series of specs was Bettv Hut ton
in "Satins and Spurs." \\ hile the
critics' reception of the Hutton show
was less than enthusiastic, a number
of later productions, particularly in
the Mondav night series. Producer s
Showcase received high praise. As for
the advertisers, reactions were mixed
with (he response usually based on the
particular advertiser's product prob-
lem. Appliance and car manufacturers
went for the attention-getting, prestige
values. Makers o| package goods, on
the other hand, found the cost-per-
1,000 too high for low-priced, high
turnover item-.
The film syndication field had an
estimated $60 million year in 1954,
though sales estimates can onlj In-
guessed at in this competitive free-
wheeling business. II' \ had been
formed the year before hv veteran
I 18
SPONSOR
27 <>< i OB) i; L956
In Milwaukee
An Exciting New Concept in Local Television
Reporting
"TV news digest"
Has the Whole Town Watching
WISN-TY Weekday Evenings at 10:00 P. M.
Thirty Minutes of Dynamic Television Journalism, Pre-
sented in Six Special Five-Minute Segments by Wiscon-
sin's Most Comprehensive TV News Department and
Milwaukee's outstanding News, Sports and Weather
Personalities
LOCAL NEWS—
WISN-TV News Director Don
O'Connor with the latest, most
complete coverage, live and on
film.
NATIONAL NEWS—
Milwaukee Sentinel stories, last
minute photos, with Jim Van
deVelde.
DOCUMENTARY TWELVE—
Vivid, penetrating, analytical
film treatment of local issues,
shot by award-winning WISN-
TV Newsreel Chief Charles
Sciurba.
0mr
SPORTS WHIRL—
Milwaukee's most authentic TV
sportscasts with Former Green
Bay Packer star Bob Forte.
PERSONALITIES—
Interviews with important fig-
ures, celebrities in the world of
news and sports.
WEATHER—
The inimitable Bill Bramhall,
Milwaukee's favorite weather-
man, is back by popular de-
mand with his own unique treat-
ment of the weather.
-«-£
I
WISN-TV
CHANNEL
Represented by
ABC
MILWAUKEE
Edward Petry & Co., Inc.
SPONSOR
27 OCTOBER 1956
II"
Hollywood producer Edward Small,
financial expert Milton Gordon and
ex-Zh sales executive Michael Siller-
man. Official Films had an executive
reorganization the same year, Evi-
dence of the expansion ol the business
was shown in Ziv's announcement in
L953 it had sold five program series
in Mexico as the first step in a broad
scheme aimed at international dis-
tribution. Business ownership develop-
ments in syndication continued at a
rapid pace. For example, in October
1953 lack Gross and Phil Grasne be-
came full owners of I nited Television
Programs. A vear later. Ill' wa-
merged with \l< \ l\ Syndication.
The end of 19.il saw the release h\
the Advertising Research Foundation
of its long-awaited ratings standards
report. This was not a critique ol an\
rating service hut a set of standards
covering the methods used l>\ these
services without indicating to what
extent each service measured up to
the standards.
There were more than 20 standards
set uj) hut basic ones were these: (1)
tuning I rather than actual listening or
view in» I should le the basis of meas-
urement, (2) the household should be
the unit measured. (3) all sets in the
household should be measured, (4) the
entire reception area of a station
should be measured, (5) the measure-
ment should be representative of all
households in the area measured. (6)
average instantaneous audience figures
should be available lone reason 1 eing
it permits uniform comparisons of
shows of different lengths) and (7) the
number rather than the percent of
households reaehed should he given.
The recent past: During 1955 and
1956 the business seemed to move
faster than ever. On the promotion
side. 1955 started with the debut of
an all-industrj Television Bureau of
Advertising alter an abortive attempt
the year before to set up a spot-only
organization. A short time after its
founding, TvB and the N. C. Rora-
baugh Co. announced the regular
quarterly publication of spot tv dollar
spending, a big step forward in the
fight to spotlight spot spending.
Also, as 1955 opened, the Broad-
cast Advertising Bureau changed its
name to Radio Advertising Bureau.
RAB had come a long way since the
days when it was a division of the
NARTB. It was spending in the
neighborhood of $750,000 annually,
SOUTHWEST VIRGINIA'S PiOH&e/l RADIO STATION
'
4 1 )
<. Q
THE ONE THEY LISTEN TO
MOST ... IS THE ONE TO
BUY!
In Roanoke and Western Virginia
— that's WDBj
Your Peters, Griffin, Woodward "Colonel"
has the whole, wonderful story
AM 960 KC
fm 94«9 mc
Owned and Operated by TIMES-WOULD CORPORATION
PETERS, GRIFFIN, WOODWARD, INC., National Representatives
wa- aclivclv bearding advertisers in
their dens, sharpening station selling
methods by clinics, special sales meet-
ings and promotion material and
gathering data useful to both members
in the organization and advertisers
and agencies outside.
The Congressional hearings in 1956
were heralded the year before bv
memos from the retiring majorit) and
minority counsel of the previous Con-
gress' Senate Commerce Committee,
Robert F. Jones and llarrv M. Plotkin,
respectively. The "Plotkin Memo" in
particular created a stir with its recom-
mendations to limit network option
time, affiliation exclusivity and other
web activities.
In a spate of testimonj before the
Senate Commerce and Judiciarv Com-
mittees in 1956. the networks appeared
to have come through unscathed and
are now awaiting the 1957 report of
the FCC's Network Studv Committee.
The Hood of feature films which
poured into tv this year was fore-
shadowed hv the purchase in July
1955 of RK.0 Pictures bv General
Teleradio for $25 million. In Septem-
ber Republic Pictures signed a con-
sent decree which would make its
10 nun. prints available to tv. Then,
in January 1956 C&C Super Corp.
through Matty Fox agreed to pa)
$15. 2 million to the newly-merged
RKO Teleradio Pictures for 740 fea-
ture films and 1.000 short subjects.
Screen Gems followed this up quicklv
with a list of 104 Columbia features,
1 Vl&M bought out the Paramount
shorts. PRM bought the pre- 1949
Warner Bros, library, NTA leased 52
20th Century-Fox features, bought
UM&M and. at sponsor's presstime,
was close to signing another batch of
Fox features with the possibility that
the studio would end up with a share
of the film network NTA set up this
year.
\s the decade since the founding of
SPONSOR draws to a close, the broad-
casting scene was peppered with signs
of radio-tv vitalilv. Video spending
passed the billion mark in 1955 and
will probabl) hit around $1.2 billion
bv the end of the year. Spot radio
made a cornel ack in 1050 and there
were indications that at least two of
the radio network- will bill more
heavil) this coming quarter than dur-
ing the corresponding quarter of 1955.
It looks certain that just as much will
happen during the next decade as
during the past |ti years. ^
I2D
SPONSOR
2, OCTOBKR 1950
J
4 &tate& rfiea
Made One Great Market by the Only
.Coverage Beamed to Unify 'his Potential
\ l ^A
Okla.
Ibowie^^.
*!'
THE RECENTLY DESIGNATED
TEXARKANA METROPOLITAN AREA
TEXARKANA METROPOLITAN J
WITH 28,000 TV HOMES
IS THE HUB OF
_*' TUP MADI/CT TEICVKIDM Rl I
165,000 Sets Now in Range of the
KCMC-TV Maximum Power Signal.
58% Total Weekly Share of Audi-
ence in 26 COUntieS. (Feb. 1956 Telepulse)
Pimbuig
Tex.
, * I imaen
R [marion"
l^* Jefferson
CBSf,
THE MARKET TELEVISION BUILT!
\ (_ £ ClAlBi
O V BOSSIES
1' £ Hornesvlle
.a. ^
"Over 250 Sponsored Network
Hours per Month"
NTERCONNECTE
dABC
WALTER M. WINDSOR
General Manager
RICHARD M. PETERS
Dir. Natl. Sales & Promotion
Represented by
Venard, Rintoul and McConnell, Inc.
KCMC-TV
CHANNEL 6
TEXARKANA, TEXAS-ARKANSAS
:
*'
^
cO
*V
1° * $9'
&'
,>*'
X
•
•
%•
#N
•
#
f
^
:#
^
**"
•
THE KATZ AGENCY, INC.
\ a i i o n ii I I il vert i s i n g R e \> r e s e ntat i r
477 MADISON AVENUE, NEW YORK 22 NEW YORK
CHICAGO
LOS ANGELES
SAN FRANCISCO
ATLANTA
DALLAS
KANSAS CITY
DETROIT
L22
SPONSOR • 2, OCTOBER l(>~>(>
QUOTES on
SPONSOR'S DECADE
FROM THESE 56 INDUSTRY LEADERS
lllllllllllllllllllilll
NAME
< lharles < . Barry
Sterling B. Beeson
I oh n Blair
PAGE
123
123
123
NAME
Elj \. landau
Craig Law rence
II tas McFadden
Robert I). C. Meeker
Ted Oberfelder
Richard O'Gonnell
Thomas F. O'Neil ..
John E. Pearson
PAGE
130
130
130
Joseph Bloom
George \\ . liollinn
123
123
132
132
Elon (i. Barton
Norman E. • ci — 1 1
Ralph Cohn
124
124
124
132
132
132
Earl R. Collins
124
124
124
124
124
124
124
126
11. Preston Peters
132
Powell Ensign
Harold E. Fellows
Matthew Fox
Frederic R. Gamble
Helen Gill
Leonard II. Goldenson ..
John B. Pooi
Henry Rahmel
\\ illiani (.. Kamheau
Paul W. Raymer
Dr. Sydne) Roslow
David Sarnofl
132
134
134
136
136
136
Bernard Goodwin
Kohert W. Sarnofl
James W. Seiler
George T. Shuperl
David M. Simmons
l)a\ ill \ . Sutton
Oliver Treyz
136
Arthur Gordon
Milton \. Gordon
Harold L. Hacketl
126
126
126
126
136
136
136
William \. Hart
136
(!arl Haverlin
126
138
\rthiir Hull Hayes
Gordon F. Hayes
Frank M. Headlej
Eugene Katz
126
126
126
126
.1. L. \ an Volkenburg
l.lovd Geor-ie \ enard
Wythe Walker
Joseph .1. Weed
Paul B. West
138
138
140
140
Reul) Kaufman
128
140
Robert E. Kintner
128
Adam J. Youna
Frederic W. Ziv
142
James L. Knipe
128
142
llllllllll i iiiii ilium minimi iiimmi Ilillilll nn i mmiu mi Illllllllllll I u mum' .
Charles C. Barry, vice president,
MGM-Loew's: "I have read sponsor
ever since its first issue. You have
done a solid job of reporting the de-
velopments in our industry. I am de-
lighted that we shall now have the
benefit of your careful reporting and
intelligent interpretation of our indus-
try on a weekly basis. Hope to see
you around on the 20th."
Sterling B. Beeson. president. Head-
ley-Reed TV: "sponsor has not onlv
kept pace with the rapid growth of
the television industry, but through
many projects kept a step ahead of it.
sponsor is in the full sense a maga-
zine that leaves no questions unan-
swered and unexplored in the televi-
sion field. Tin sure its weekK formal
will now close the gap in the constant
need for more information. Congratu-
lations on your accomplishments to
date and best wishes for your weekly."
John Blair, president. Blair: "Dur-
ing sponsor's 10 years of service, the
broadcasting industr\ has grown tre-
mendously in stature and significance.
Today, virtuallv no major consumer
advertiser can hold his ground com-
petitively without the use of one or
both of the broadcast media. This
growth, in our view, has been helped
IremendoiisK b\ SPONSOR, its editors
and staff, through their constant ef-
fort to promote the industry, primari-
ly b\ showing agencv and advertiser
how to use radio and television effec-
tively. Our companies are vitallj in-
terested in the promotion of spot radio
and television. We know that they are
effective advertising media when used
properly and with creative imagina-
tion and skill. SPONSOR'S continued
effort to bring this fact home to the
people who create advertising and the
people who pay for it and for whom
il works is a valued service to our
industry ."
Joseph Bloom, president. Forjoe:
"Congratulations on sponsor's 10th
anniversary. Your publication lia~
made tnanv major contribution- to
the radio and television industry, pro-
viding a sounding board for construc-
tive ideas and. in general, helping in
maintaining high quality standards.
Congratulations on becoming a week-
ly. This is a big step for SPONSOR and
the industry .
George \V. Boiling, president, Boil-
ing: "The crusade which sponsor
i Turn page '
SPONSOR
27 OCTOBER 1956
123
QUOTES ON SPONSOR
aa
continued
started 1'* years ago in its articles and
editorials for a better understanding
and a greater mutual respecl between
the broadcasting media, advertisers
and their agencies, should prove dou-
l>lv effective now thai sponsor is to
be published twice as often. Congratu-
lations! Your future seems assured."
Elon (i. Burton, president. \l \:
"I ongratulations to sponsor on your
10th anniversarj of publication. The
success of your magazine is a testi-
monial t<> the able services which your
editors and writers have rendered in
behalf of an electronic industry which
has been one of the most amazing de-
velopments of a fabulous half-centur)
of progress. I in sure this is only a
small start toward the leadership
which SPONSOR will contribute to the
broadcasting industr) in the remain-
der of tins century, however."
Norman E. Cash, president. TvB:
"Sound editorial judgment, integrity,
and a progressive outlook in trade
journalism has earned sponsor the
recognition it deserves. The publisher
and his entire staff can take pride in
their first decade of accomplishment
and service to the broadcast and ad-
vertising world-. \\ ith the rapid growth
of the national economy, the place
which SPONSOR has established for it-
self in ii- field will certainl) if the
past is an) indication become in-
creasinuK authoritative and meaning-
ful."
Ralph Cohn, vice president, Screen
Gems: '"Within an unbelievably short
period, television has become a gianl
industry. Accurate and objective re-
porting has always been, anil continues
i' be, a pi ime necessity . sponsor has
fulfilleil tbi- need in an outstanding
manner. 'Reporl to Sponsors' comes
immediatel) to mind as an excellenl
illustration of one of the unique serv-
ices which sponsor rendei -. I he
change from a bi-weeklj to a weekl)
publication will ser\e the industry
even more effectively. Best wishes on
your MHli anniversary."
Earl R. Collins, president. Holly-
wood Television Service: "Please ac-
cept our sincere congratulations on
your 10th anniversary. We are happ\
that you are celebrating this anniver-
sarj by publishing sponsor weekly.
This magazine has been a 'bible' to
all of us at Hollywood Television Serv-
ice. The editorial comments together
with the statistical information have
been invaluable. To see SPONSOR grow
along with tins great television indus-
try is fitting and proper. Your leader-
ship, service and foresight have made
ibi- possible. We look forward to re-
ceiving your weeklv with much an-
ticipation."
Powell Ensign, executive ^ ice presi-
dent, Everett-McKinney : "Congratu-
lations on marking off 10 years id
vital contributions to the broadcasting
and advertising industries. I have
been a reader, and user, of sponsor
from the beginning. Now that you are
going weekly with the new depart-
ments, I know that the use will be
greater. More important to me, it
should save me much time in keeping
abreast of happenings in my held of
work."
Harold E. Fellows, president NAR-
TB: "sponsor has continuously ren-
dered meritorious service to broadcast-
ers, to advertisers and to the art of
advertising. Objective reporting lias
made the advertiser increasing!) aware
of the value of radio and television as
sales media. Judicious portrayal of
industry case histories has broadened
the use of new developments and tech-
niques within the advertising profes-
sion. SPONSOR'S editorial coinage in
challenging all who would, through
legislation, restrict or abolish adver-
tising U a significant contribution to
the economic health ol the nation.
Matthew Fox. president, C&C: "Con-
gratulations to sponsor on its 10th
anniversary, sponsor and the televi-
sion industr) have grown up together
hi I he past decade. From a seven-inch
black-and-white baby, the industr) has
mushroomed into an immense, multi-
liued billion dollar giant. SPONSOR
has mirrored that growth. Today,
both sponsor and the industry stand
on the dawn of a newr era, signalled
b) the release of top feature film libra-
ries to television. The effect of such
ilollvwood product on ratings, pro-
graming and sponsors is already amaz-
ing. With its increased coverage.
H'lixsoi! will he able to fullv cover
this increasinglv important area of our
industr) ."
Frederic R. Gamble, president.
A AAA: "It's good to hear that spon-
sor is celebrating its 10th anniver-
sary by going weeklv. That's a health)
wav to observe a milestone— b) taking
on more responsibilities — and it is ap-
propriate to SPONSOR. You have never
been afraid of difficult assignments
and vou have alwavs been sprightly.
A sense of lively issues has kept your
issues lively. Long mav vou continue
that wav."
Helen Gill, president, Gill-Perna:
"My heartiest congratulations as vou
embark upon your second decade of
responsibility and informative report-
ing. SPONSOR should be commended
lor its aggressiveness in bringing to
the fore discussions on timelv and
topical issues thus keeping ill pace
with our ever-expanding industry. Mv
best wishes to your capable staff for
continued success. I look forward with
the greatest enthusiasm to the new
weeklv SPONSOR."
Leonard II. Goldenson, president,
VB-PT: "SPONSOR has grown up dur-
ing the 10 most hectic and swift-mov-
ing vears in broadcasting history. Still
it has managed to keep abreast of each
I. 'I
SPONSOR
27 OCTOBER 1956
I'VE GOT 'EM COVERED!
...10 BIG
SPONSORS
IN
58
OTHER
MARKETS
including
. . Carnation Company
National Premium Beer
White King Soap
Star-Kist Tuna
Remington-Rand
Sunshine Biscuits
La Rosa Spaghetti
Carter Products
Table Talk Pastries
A-l Pilsener Beer
I CAN COVER FOR YOU... IF YOU ACT NOW
on this new sure-fire police Western Series
starring
JOHN BROMFIELD
as the SHERIFF ol COCHISE
.
-
the
Sheriff of Cochise
produced for NTA by W**&
Never before has a syndicated film series been sold in 125
markets prior to its appearance on the air. That's the track
record already chalked up by "THE SHERIFF OF COCHISE,"
the terrific new action-packed modern western police series.
Produced for NTA. ..first in TV film distribution... by Desilu,
first in TV film production . . . it's a sure-fire way to get in
the saddle with big audiences and big sales. So let "THE
SHERIFF OF COCHISE" cover for you . . .while there's time.
PHONE-WRITE-WIRE, TODAY! All the details are available from
Harold Goldman, V.P. Charge of Sales
'ational Ielefilm Associates, inc.
60 W. 55th STREET • NEW YORK 19. N.Y. • PHONE: PLAZA 7-2100 • CABLE: NATTELFILM
CHICAGO. ILLINOIS
ill N. M,,h,,nn tnwN
Mmmi MifhifM MH1
HOlirWOOD. CALIFORNIA
i; ji s.«i.i iiw.
Mmmi Crtlltin MHI
MONTREAL. CANADA
1434 Si. CatktfiM Si.
rK.ii>: galnniti • »49S
MEMPHIS, TENNESSEE
IMS SI. rick lMimt
NiMH lufaM i-lStS
10ST0N, MASS.
Sl.ll.i H.I.I Olhc. Gilding
Hnnil L...nr I »6)j
MINNEAPOLIS. MINNESOTA
iim Cmit ......
PtMtl F.4.I.I 1-701)
QUOTES ON SPONSOR
HO
01 tinued
new development and communicate the
facts I" it- readers in a concise, well-
balanced stvle. Congratulations and
thank- foi your accomplishments. We
look forward to getting the news in
perspective from sponsor each week.
Bernard Goodwin, president, Du-
Wonl Broadcasting: "I jusl want l"
add m\ voice to those who are talking
about the excellent job thai sponsor
i- doing for the I idi asl industi \ as
a fountain of information. It lia> de-
veloped into a publication of majoi
proportions. \\ itli tin- change to a
weekl) . sponsor w ill continue to build
\\ itli this grow ing industr) .
\rilnir Gordon, sales manager, Na-
tional Time Sales: "M) own entrj in-
to the 1 usiness antedates sponsor 1>\
onl) five months; so I have watched
it- development from the start. Nol
onl\ has sponsor substantiall) con-
tributed to m\ knowledge ol our in-
dustry, bul specifically, in the case of
. ertain features, it has proved to be
extremely valuable. Stories on Span-
ish-language and foreign-language ra-
dio w lii' li appeared in past years were
of tremendous aid to us in our pio-
ing efforts in selling Spanish-lan-
idio in the Southwest. It is a
I, ii t thai sponsor's enthusiastic but
factual presentation of the market lent
oui sales storj a note ol authority.
i :ratulations on your anniversai
and thank- from a regulai user.
Milton \. Gordon, president, TP \ :
"One of the k.-\ Functions sponsor
has -ei \cd to provide in tfi
(iii I 0 in- |u-t passed ha- been to
tlighl the services radio and tele-
»n li-iv e | ei foi med foi ad\ ertis-
ind small. \ml throu ;h
those ad\ ert isei -. the set \ i<
foi the national economy. In
iln foi matn e da) - ol teleA ision, dur-
<<\\ ii ti-i-i- sought idiii a-
lion on the neu medium, and we in
1 1 • ilnhi-1 1 \ in i-li'd eillli at ion a- I"
advertisers' problems, this was espe-
ciall) valuable. Now your field and
opportunity are broadening to lake in
- which onl) yesterda) were ex-
ploratory, but today are proven — and
hence, even more competitive. If you
meet that challenge as well as you
have the challenge of the past, I am
sure you will continue to enjoy the
success marking your first decade.
Harold L. Haekett, president. Olli-
cial Films: "We are delighted to con-
gratulate sponsor on the occasion of
its loth anniversary, and express our
appreciation of the role it has played
in the broadcasting industry. The
keenly analytical and objective writing
b) SPONSOR'S editors ha- been a source
of information and. in man) cases,
support for our sales executives.
sponsor's 'case history' reports are a
most effective means of spreading
new- of the sales effect i\ eness of our
medium to all segments of the busi-
ness world. We feel certain that in
the new weekl) issuing ol sponsor,
the same objective and impartial atti-
tude that ha- seised our entire indu--
ti\ -o well will prove equalh effec-
tive in analysis "I important event-.
W illiam V. Hart, president, WW:
"It i- a real pleasure to congratulate
SPONSOR on its achievements as it
marks il- Huh anni\ ei sai j . Iln \RI-
,i|-,, extends best wishes a- sponsor
becomes a weekl) publication for con-
tinued -ci vice to industi v ami coop-
i i ation in helping develop bettei re-
si in h standards.
Carl Haverlin, president, BMI: "As
.i chartei subscriber, ii i- a pleasure
i,, salute sponsor's 10th anniversar)
and to add mv congratulations to the
man) you will receive sponsor has
done a line in loi in.it ional job for its
subscribers. Youi articles, while al-
wav- thoughtful and thought-provok-
hav< been appi oa< hed Ii om stimu-
lating and fresh v icw points.
Arthur Hull Hayes, president, CBS
Radio: "sponsor's 10 \ears encom-
pass broadcasting s most dramatic dec-
ade: a decade filled with tremendous
progress and change in our industry.
! have been regularly amazed and de-
lighted with sponsor's remarkable con-
tributions to the growth of broadcast-
ing. \\ itli its clear reporting -even
more important, its valuable leader-
ship and guidance. Now, as a w:eekl\ .
SPONSOR will be doubl) welcome, dou-
bly valuable. I'm sure it will therebv
increase its vital place in the industry."
Gordon K. Hayes, general manager.
(IBS Radio Spot Sales: "\\ hen a good
friend celebrates an anniversary, it's
( ustoniarv to slap him on the back,
shake his hand and wish him man)
more years of continued success. It s
a little different with SPONSOR because
the publication deserves more than a
pat on the back and our best wishes
must cover a large staff. During the
past 10 years, sponsor has become a
'good friend" to everyone in the broad-
casting industry with its thorough bi-
weeklv treatment of trends and devel-
opinents in radio. \nd now w illi this
veiv valued service delivered on a
weekly basis, we look forward to an
even closer contact with SPONSOR in
the Veai- tO come.
Frank !\1. Headley, president. Il-R:
"For the past lo eventful years, spon-
sor has been one of the pi ime sources
of creative selling ideas for the indus-
try; and from a salesman's point ol
view, there can be no greater praise.
With sponsor's transition to a weeklv,
the added timeliness of its new- cover-
age will increase its value still more
as it fm i 1km approaches the ideal of
all-around editorial service to the in-
dustry ."
Eugene Katz, president, Katz: "spon-
sor's lifetime has been a period of
dramatic growth in television and ra-
dio. i oui' magazine has made a unique
I !i
sponsor
2, OCTOBER 1956
$&SMi!M
^ZSxSutim
,xEr$S¥k
■■U
*«
w
■ ■-..■''/' I*&
• .'• )/<-ii ; .
jjfi&C \"&'-k
6lk
>A
itj
«3ttHPtt
ftwr'unrav
;%1»I90^K
WEBC RADIO
Leads All Other
Duluth Superior Stations!
First in Audience (See Hooper)
First in Coverage (5000 W)
First on your Dial (560 KC)
First in Radio (Est. 1924)
TIME
WEBC
STA. B
STA. C
7:00 A.M. -12:00 Noon
47.0
42.3
9.7
12:00 Noon -6:00 P.M.
50.9
35.5
8.4
HOOPER RATINGS — July-August, 1956
• • • IN THE DULUTH AND
SUPERIOR MARKET AREA/
NBC
ARROWHEAD
DULUTH, MINNESOTA
Represented by Geo. P. Hollingbery Co.
RADIO IS OUR ONLY BUSINESS!
No one will "rustle" youi audi-
u hen > on ii-.- k v< ). low a's
in' >-( powerful independent
I ion. ' !onl inuous popu lar pro
nming of music, news and
sports, puts .i bu) ing fi .line in the
mind of KM) listeners . . . jusl
aw .1 it ■ s "shot !" I "
make evei \ shol i ount, "zero" in
,il, K-n
950 KC
lllillillliljn ll\. Illil.
I 'ui each "shot" where it counts,
in the "In. nt" of the steadil) grow -
in;: Indianapolis market. From
dawn io <lu-k. \V\I.\Y holds
"ready," with entertaining music
and news, an audience of finan-
ciallj capable buyers who'll re-
spond wiili 3ales I'lll a "liulls-
eye" in youi all mi saere!
( ,i t tin I hi i\ ft i in ) r///
l()ll\ I II IH.SOA Hr/nrimlal
ami valuable contribution to the de-
velopment of the broadcast media.
Best wishes for your continuing suc-
cess."
iv.i!> Kaufman, president, Guild
Films: "Congratulations on your 10th
anniversary! 10 \ears is not long in
some respects, hut in television, it has
been ;m era of great growth, sponsor
merits credit for having given this
decade a sensible perspective — and the
weaning that comes from sincere, ac-
curate and understanding observation.
Ma\ SPONSOR continue to render this
same valuable service."
Kobrrt E. Kintner, former president.
ABC: "The radio and television in-
dustry has expanded amazingh in the
past decade — a period of growth per-
haps unparalleled in American his-
tory, sponsor has kept pace with the
industry and assisted its readers im-
measurably in reporting these strides
and analvzing their meaning.'
James L. Knipe, president. Hooper:
"sponsor's constant effort to expose
the strong points of the radio indus-
try, while the industry went through
the trials of meeting the competition
of television, has required intelligence
and courage. Our companj believes in
radio and its effectiveness so thorough-
l\ that we are delighted to applaud
SPONSOR in this useful work."
Tke CofttUtentoi
Dunde Station
TV 4
Montana
ZIV'S STAR-SPANGLED
SALUTE TO
THE U. S. NAVAL
ACADEMY
* * * * * ******
SEE PAGES
77, 78, 79
SPONSOR • 27 OCTOBER 1956
MEREDITH STATIONS ARE
"One 0$ Hfo ^ amity
In a game room in KANSAS CITY
On a patio in PHOENIX
In a car near OMAHA
In a kitchen in SYRACUSE
KANSAS CITY
SYRACUSE
PHOENIX
OMAHA
KCMO
WHEN
KPHO
WOW
KCMO-TV
WHEN-TV
KPHO-TV
WOW-TV
The Katz Agency
The Katz Agency
The Katz Agency
John Blair & Co.-TV: Blair-TV
Meredith Stations Are Affiliated With lirlliT Humes iiilil liai'liYllS and Successful Farming Magazines
SPONSOR • 27 OCTOBER 1956
12<)
A,
ir Norm;
Ten
years ago you had the foresight
am
1 know.
ihow
to start a
different trade maga-
zin
. No
inning is e
isy. The fact that you
?JOU
• (to on
a weekly ha sis
is a fine tribute to your
dett
'rmination
to do the
kind of thing you set
out
to do.
11 \
congratulate
you and wish you well.
John M. Rivers, Owner
WCSC Radio and TV
Charleston, S. C.
MBS -•' 'SRS
the right combination for
network-community-service
Where Stepped-up Radio Sells
round the clock with
GREATER CLEVELAND'S
NUMBER 1 STATION
DIAL 1490
\.\\ \. Landau, president. VI \ and
VI \ Network: "Congratulations on
your 10th anniversar) and the launch-
ing "1 j can weekl) edition. It i~ en-
couraging to note that SPONSOR lias
kt-] »t pace with the fast-growing tele-
vision industry, by, a first-rate report-
ing job on the latest news, develop-
ments and trends in a field that thirsts
for knowledge. I am especiallj inter-
ested in the continued emphasis placed
on film and hope that \ on will con-
tinue your excellent coverage of that
inipoiiaiit sphere. sponsor's keen
analyses of the importance of film to
the advertiser makes it an authorita-
li\e source foi thiv -| it< ialized infor-
mation."
Craig Lawrence, vice president. CBS
Owned Stations: "You're adding work
lor me h\ going weekly, inasmuch as
I seem to be sending tear-sheets from
ever) issue to someone, and now I'll
be doing it ever) week. You are to be
commended for your penetrating cov-
erage of the 'hows and 'whys' of our
industry : therein building an indi-
viduality and character for SPONSOR
which puts it in a class 1>\ itself."
Thomas McFadden, vice president,
NBC Spot Sales: "As I celebrate
sponsor"? loth anniversary, by read-
ing the latest issue from cover to cov-
er, I reflect i>nl\ a moment before
concluding that 1 find your 'Tv Re-
sults' and "Radio Results' features to
be among my favorite reading. M\
heart has been gladdened by any suc-
cess story about broadcasting wheth-
er on an NBC owned station, or •
represented b\ NBC Spot Sales, or am
competitor. \n\thing that helps all
of broadcasting helps our stations also.
I applaud your efforts in telling spon-
sors about our successes. Vnd ~peak-
ZIV'S NEW
STAR-SPANGLED
RATING WINNER!
* * * * * ******
Ready for action Now!
SEE PAGES
77, 78, 79
SPONSOR
27 OCTOBKR 1056
Daytime minutes- Live or Film
This new feature film program, with the RKO pack-
age as the basis, offers first run films to San
Antonio's tremendous daytime audience.
And at a time when they'll be able to devote full
attention to it . . . noon to 1 :30 p.m., Mondays
through Fridays.
And your clients will like the price of this tasty
buy . . . full minute participations, either live or
film, take the Class C rate . . . and combine for
five and ten plans.
So contact Peters, Griffin, Woodward, Inc., to find
out more about this opportunity to participate in
San Antonio in first run"MOVIETIME U.S.A." . . .
Hurry!
KENSTV
EXPRESS NEWS STATION
SAN ANTONIO, TEXAS
SPONSOR •
27 OCTOBER 1956
131
Good
Programs
not "gimmicks"
I • 1 1 1 1 1 1 responsive
famil) listening.
Oniahan's Dial
M5<>\ for
Famil) variety,
new s, sports,
corned) . drama,
mysteries, music,
local personalities
and commercials to
inform them,
not harass them.
\\ e solicit the
family audience
and try to respect it.
KBON
ONE OF OMAHA'S
FINE RADIO STATIONS
ikKOUB-W-
KPAR.-TV/ mJL^Jl
1— B—
ing ess more "I the same to
SPONSOR .1- il goes weekly."
Robert I). C. Meeker, president,
Vleekei : "Congratulations on the con-
sistentl) outstanding job you have
done for the 1 roadcasting and advertis-
ing industries in your lii-t In years.
Youi competent coverage and analysis
of the growth and changing patterns
of broadcast advertising musl rank as
a major contribution to advertising.
Besl wishes for man) decades to c e.
\\ e re looking forward to receiving
sponsor weekly."
Ted Oberi'elder. president. Burke-
Stuarl : "10 ) ears ago, in its incep-
tion, SPONSOR dedicated itself to act
as a common meeting place between
advertisers and broadcast media and
to further act as a catalytic agenl in
explaining each other's function in
selling. During its decade of publica-
tion. SPONSOR has never once swerved
Irom its original concept. When tele-
vision appeared on the advertising
scene and most people forgot about
radio. SPONSOR still continued to sell
this most vitallv important sales tool.
This in the lace of tremendous compe-
tition and pressures from new publica-
tions. I think that the publisher, the
editors and the business people, each
and evcrv one. have earned a vvell-
deserved round of kudos for their con-
tribution to the art of broadcasting
and for their untiring efforts to bring
closer together the advertiser and the
l>i oadcastei .
Richard O'Connell, president,
(TConnell: "10 years of consistent
growth call for more than a profes-
sional mash note —there are man) ac-
colade- foi keeping SPONSOR just a
few miles ahead of the limes which
makes for useful and exciting journal-
■ii. In the fields of specialized radio
such .i- Spanish and Negro SPON-
SOR has excelled. In its next 10 years.
I hope sponsor will become thorough-
Iv dynamic in its news reporting, arti-
cle coverage and editorial approach
n mi dless o| 'touch) toes' in an) seg-
ment ol our industry. This industr)
owe- sponsor m.inv orchids. Here's
mine.
Thomas F. O'Neil, president, RKO
Teleradio: "To me, one of the mosl
i aluable ingredients ol SPONSOR is its
r>< i spective. I here aren i mam 1 0-) ear-
olds thai have it. Those ol us that -pan
most areas of radio and television (in
aspiration or assignment) look for
reporting and analysis that is as broad
at its base as all broadcasting. \nd
vet. it must be a> pointed in its appli-
cation to advertisers' problems as the
reporter's resource- will permit. Sure-
ly, a weekly sponsor will permit an
even sharper focus on the new- and
trends of a long and successful tomor-
row for broadcasting and it- able in-
terpreter.''
John E. Pearson, president, Pear-
son: "'What has impressed us most
over a period of years is the wav in
which you reall) dig in and trv to
furnish the adverli-ers with specific
examples of how campaigns have oper-
ated. While we feel v our special fea-
tures i such as the issue on \egro
iadio. the farm issue, etc.) are of
considerable value, we think the case
histories which \ou delineate so well
lave done a wonderful job in showing
advertisers how the) can use spot
iadio and television effect i\el\. Of
course, this is looking at it from our
viewpoint, and we don't overlook the
fact that v ou have done an over-all
good job for the industr) .
II. Preston Peters, president, Peters.
Griffin, Woodward: "sponsor has cer-
tainly grown to an important position
in its chosen field. In mi the ver) first
issue, main of its articles have been
extremel) informative and valuable to
me and to the other people in our
organization. ^ <ni have helped u- to do
a better job of station representation.
John B. Poor, president, MBS:
"sponsor has continually done an out-
standing job in reporting trends and
advertising indices in the broadcast
field in the past 10 years. But being
SHEER
ENTERTAINMENT
yet vitally important
to every citizen!
• •••• ••*••*
Ziv's New Star-Spanglcd Rating
Winner!
SEE PAGES
77, 78, 79
1 32
SPONSOR
2, OCTOBER 1950
IN SAINT LOUIS
®4?W
The viewers turn to KSD-TV for the
special, the spectacular and the best. So
KSD-TV with its 10 years of experience in
television, was selected to televise the
90-minute remote "Spectacular" from
the world-famous St. Louis Zoo to a
74-station network. Involved were 8 cameras
tone on a special fork-lift truck), a mile of
camera cable, an air conditioned, studio-
equipped truck trailer, a microwave tower,
and a staff of 32 men.
THE RESULTS:
J^^^r
Kfv,«« ■«*'°»
i 27. I*5*
"*•*?■«*
If
*!•*-
jClOf <
a«bnt
>tl dii
cooj"--
, lot «»• •' ,M» e«" »• ,
*' \«. »•"<"" . iro» X"1 S . „.»"' "
*?*?*=
THE SAINT LOUIS POST- DISPATCH STATION
SPONSOR • 27 OCTOBER 1956
133
/
o,otf
v^°
• r1
--•
%\<1'
"evvs Spec/o//sfj
"indiei" and sec**, °m°n9
50'°°0 wane™? "*' " *•
near'necosii •// °' ""^'e
i ' — ■ I
KCIJ WMRY
The Sepia Station
i, ith Double Powei '
1000 Watts 600 KC
NEW ORLEANS
lion |
with the Country Flat or
5000 Watts 980 KC '
SHREVEPORT '
I
SOUTHLAND BROADCASTING COMPANY
Mort Silvermon, Exec. V. P. & Gen. Mgr.
GILL-PERNA, INC.- Natl. Rep.
New York, Chicago, Los Angeles, Son Francisco
prejudiced pro-radio, 1 am probablj
most influenced l>\ one of the recent
stories SPONSOR carried. Il was head-
lined: i- this the year "I the network
radio break-through?' \n<l in that
-in . nut phrasing, il has probablj l"lil
It>i the cyclical storj that is network
radio during t h«- |ia~i lu years. Back
in '46, there were those w ho began to
loll the i\ LO-counl on a benign, Rip
\ an W inl lish radio, then beginning t"
1/iiild up lli«' spectacular characteristics
of its babj sister. Mutual, though keen-
Is interested in television's develop-
ment, since our parent company owns
i\ stations, steadfastl) felt then as we
(Id now that radio lias a definite place
in national advertising plan-. \ml we
patterned our operations this past dec-
ade to prove our point and improve
..in position. Now, in 1956, sponsor
itself reports the cycle ol national ad-
vertising interest returning to network
radio. Need 1 say more'.'' I'm prej-
udiced pro-radio. Vnd todaj I in more
proud of it than ever before."
Henry Rahmel, executive vice presi-
dent, Nielsen: "In III years SPONSOR
has grown to outstanding stature as
it has brought increasing experience,
perception and skill to 1 ear on the
chronicling of the lively doings in
radio and television. \u wonder you
see it on the desk cm e\ er\ one who lia-
a major interest in the broadcast
media. \nd our besl wishes for youi
future as a weeklj ."
William <i. Rambeau, president,
Rambeau: "Congratulations to that
fine publication, sponsor, on arriving
at that hoar) old age of In years. \-
a publication, SPONSOR is a credit to
tlii- craz) ladio and le\e\ ision indus-
li\ and I hope thai siminsou continues
on for at least anothei 110 ) ears."
SPINE-TINGLING
SHOWMANSHIP
at your command
*•••• ••*•*•
Ziv's New Star-Spanglcd Rating
Winner
SEE PAGES
77, 78, 79
CONGRATULATIONS
NORMAN GLENN
AND ALL
THE SPONSOR
GANG!
Be sure that the new weekly
issue will be the same first
that SPONSOR has always"
enjoyed in both advertising
and industry news,
Best of luck to all of you!
Telerad, Inc., Radio
and TV Management
Service
Ray J. Williams, President
Pueblo, Colorado
KPRS
is the KEY to
Kansas City's 127,600
Negro Market
The ONLY station in the rich Kan-
sas City Metropolitan area beamed
exclusively to the Negro Market . . .
KPRS
1000 W. — 1590 KC.
Kansas City, Missouri
Represented nationally by
Joseph McGillvra, Inc.
• il
Sl'OVSOK
27 OCTOBER L956
Louisville's
BEST KNOWN FIGURE
The WHAS-TV Channel 11 figure dances up a storm to
promote Stokely Van Camp's "Hayloft Hoedown" on promotion
slides. On other occasions, he points to Pillsbury Ballard's
"Stars of the Grand Ole Opry".
He's a dependable little guy, backed by power, personnel
and performance. Immediately recognizable, he is the figure
people in this market tune to and depend upon. During
every telecast hour, he reminds viewers of excellent
Channel 11 programs.
He should remind you that for selling results, individual
and distinctive treatment, your advertising deserves the impact
of programming of character. In Louisville, WHAS-TV
programming PAYS OFF!
Are you participating?
VICTOR A. SHOLIS, Director
NEIL CLINE, Station Mgr.
Represented Nationally by Harrington, Righter & Parsons
Associated with The Courier-Journal and Louisville Times
BASIC CBS-TV Network
SPONSOR
27 OCTOBER 1956
I :;•
ATN
Air Trails Network
WKLO
LOUISVILLE >y
t) WIZE
PROMOTES
SPRINGFIELD
BliilHl
WCOL
TAr C<i/u/*i/ StaZiet
WI
H. R. REPRESENTATIVES
for
WING-WCOL-WIZE
JOHN BLAIR & CO. for
WKLO
Paul W . Raymer, president, Raymer:
"We thought highl) of sponsor's con-
In years ago enough so to be
among the original "Sponsors «>f
SPONSOR, \ltrr in years, it's more than
apparent that sponsor has fulfilled its
promise, li has sought to inform tin'
advertiser on an analytical level about
television and radio's potential. But
more than that, it has Keen a crusading
publication, fighting hard on behall "I
mam important industr) improve-
ments.
Dr. Sydney Koslow. director, l'nlse :
"Your KHh Kirthdav and our 15th
seem to augui well for the last week of
(•etolier as providing auspicious cli-
mate for founding an enterprise based
on fact-finding. Congratulations on
your conspicuous success — deservedl)
earned l>\ bringing a new. vital force
to the important business ol reporting
accuratel) and with foresight the dy-
namic elements of the communications
industry. For sponsor's competent,
(liar-cut analysis and synthesis ol
"what's most important now" — and
the long-look, the important influences
shaping coming events certainK the
sponsors "I America and all those who
work with them to a common goal find
in SPONSOR an invaluable resource in
policy-making and business decisions.'
David SarnoiT, chairman of the
hoard. K( \ : '"As one who is celebrat-
ing his 50th anniversary in the field <>f
radio, it i- a pleasure to extend to \ ou
m\ heart) congratulations on the loth
anniversar) of your interesting and al-
ways-informative magazine. SPONSOR
has done a splendid job in chronicling
the cavalcade of broadcasting over the
past decade."
Robert W. Sarnoff, president, NBC:
"sponsor has nevei been reluctant to
take a stand on things it believed to
be in the best interest ol teta ision and
radio. It i^ this all iludc. together w ilh
the magazine - imparl ialitj and thor-
i ughness, which has won for it the
respect of the entire broadcasting in-
dustry. I he magazine's decision to go
weeklj as it starts its -((end decade
ol sen k e is indeed good news, Bi oad-
casting is a fast-moving business, and
the new schedule w ill pei mit sponsor
to render an even giealei service to
its readership."
James W . Seller, director, \l!l'.: •"It
i- < 'i i . i i 1 1 1 \ a pleasure to be able to
congratulate v ou on the occasion of
your 10th anniversary. 1 well remem-
ber the day, over 10 years ago. when
! had the pleasure of looking over the
first rough layouts of your propose I
new magazine. Your feeling then con-
cerning the service vou could provide
ha- certainK been more than justified."
George T. Sliupert. president. \RC
Film Syndication: "It seems to me as
if only a few months have elapsed,
rather than 10 years, since sponsor
was launched to supplv sponsors and
their agencies with broadcast informa-
tion. Although I have seen manv
stories and features in SPONSOR of
great interest, one feature consistenth
captures mv attention — the capsule
case histories which often have been
valuable sales tools in com incing new
television advertisers of this great
medium value. I certainK wi-h SPON-
SOR continued success in the next 10
years, and I look forward to seeing
an increase in film stories in propor-
tion to the tremendous amount of film
programed on net and local levels."
David M. Simmons, president Sim-
mons Associates: "The advent of
sponsor into the weekly field is of
great importance to the industry. I am
particularly thinking of your devotion
to the cause of radio and the space and
time you have given to this end. It
would onlv seem logical that by doub-
ling the number of issues of sponsor
each year, v ou'd be doubling the edi-
torial space and thought given to the
radio industry."
David \. Sutton, vice president,
MCA-TY Film Syndication: "A good
trade journal i- more than a clearing
house for facts and ideas within an in-
dustrv. IntclligenlK edited and hon-
estlv administered, it can give life and
Stories of
ADVENTURE,
GALLANTRY,
TRIUMPH AND
TRADITION!
• *•** •••*••
Ziv's New Star-Spanglcd Rating
Winner!
SEE PAGES
77, 78, 79
I [6
SPONSOR
27 OCTORKR 1050
!N WBAhB LAN IW
. . . and WBAP-820 IMPACT Radio
covers the market!
WORTH
DALLAS
NEARLY 7 MILLION PEOPLE SPEND
NEARLY 10 BILLION DOLLARS IN
THE 4-STATE,174-COUNTY AREA
COVERED BY WBAP-820!
Population 1-1-56 . 6,978,200
Families 1-1-56 2,069,780
1955 Effective Buying Income
(Net Dollars) $9,996,615,000.00
1955 Effective Buying Income
Per Family (Net) I $4,829.00
1955 Retail Sales $7,839,975,000.00
Farm Population 1-1-56 . 1,192,500
Number of Farms 287,187
Gross Farm Income $1,246,668,000.00
SOURCES: Sales Management Survey of Buying Power,
May 10, 1956
Standard Rate and Data Service, Inc.,
May 10, 1956
Here's how IMPACT Radio
stacks up in the GREAT SOUTHWEST
One of the fastest-growing market areas in the
nation . . . where in the last three years 62.9%
more people spent 60.9% more money!
WBAP-820 IMPACT Radio covers the entire mar-
ket area . . . the lucrative Fort Worth-Dallas
market and the 1 74 - county, 4-state Greater South-
west area. When you buy to reach this fabulous
market, be sure you select WBAP-820 IMPACT
Radio ... in the heart of the progressive Fort
Worth-Dallas area ... for full market coverage.
STAR-TELEGRAM STATIONS
MON CARTER I AMON CARTER, JR.
Founder President
• ABC-NBC •
HAROLD HOUGH
Director
FORT WORTH, TEXAS
GEORGE CRANSTON I
Manager
PETERS, GRIFFIN, WOODWARD, INC. - NATIONAL REPRESENTATIVES
ROY BACUS
Commercial Manager
SPONSOR
27 OCTOBER 1956
137
in their fields
IN COLUMBUS TELEVISION . .
it's WBNS-TV . . . with a *43.0% of the
three station audience and a coverage of
500,400 TV families.
IN COLUMBUS INDUSTRY . . .
it's such names as General Motors . . .
Westinghouse . . . North American Aviation,
Inc. . . . Over 800 diversified industries . . .
78,500 employees and a $332,000,000 payroll.
FOLLOW THE LEADER INTO 1,872,900
PROSPECTIVE CUSTOMERS HOMES WITH WBNS-TV
AND WATCH YOUR SALES TAKE THE LEAD
IN COLUMBUS' MARKET. *ARB August, 1956
No "5 m "Columbus Market" Scries
WBNSjgg
HI PRl SI \l 1 I) BY BLAIR TV
channel 10 • columbus, ohio
< lis I \ Network Affiliated with Columbus Dispatch General Sales Office >3 N High Si
direction tu an) business, i uring the
in veai- that I ha\e been a reader of
sponsor, I have found it to be just
such a trade journal.
Oliver Treyz, vice president \l'><
TV: "In your first issue, you said:
'SPONSOR is the trade magazine foi the
man who foots the broadcast advertis-
ing bill. \- such, it* objective is to
do a job for the sponsor.' In youi
first L0 years, you filled your own
tough bill. If the past be prologue,
SPONSOR will meet the tougher chal-
lenges t" come.
J. L. Van Volkenburg, president,
CBS Television: "The success of
SPONSOR over the past 10 years has
grown out of its very clear appraisal
of its readers' needs. It- factual and
informative pane- have mirrored the
ever-changing opportunities, both in
radio and television, for advertisers to
achieve maximum effectiveness for
their marketing objectives. I am con-
fident that the new frequenc) of pub-
lication will add to the magazine's
usefulness in the next LO-year cycle.
Lloyd George Venard, president.
Venard. Rintoul & McConnell: "Con-
gratulations on vour might) L0 years
of service to the broadcast media. I
am sure that the industn welcome-
Ike CofttUteittol
Dunde Statiofi
TV4
Montana
You'll profit from
BIG
TUNE-IN
week after week
***** ******
Ziv's New Stor-Spanglcd Rating
Winner
SEE PAGES
77, 78, 79
I :;.
M'ONSOH
27 OCTOBKR 1956
WCAU
PH I LADELPH IA
means
personalities
Good show, John Facenda, let's call it
a day. This man is really amazing.
His 11 p.m. news on WCAU-TV rates an
impressive 20.3 average in ARB for
the first six months of 1956. Name any
other three newscasters heard
in Philadelphia — network or local.
Their combined ratings will be less than
that of Facenda's nightly chat to
851,000 faithfuls. One-time newspaper-
man John Facenda does 16 news shows
a week. Eleven TV, 5 radio and they all
click. The reason? Call it sincerity,
magnetism, personality. Personality—
that's what makes John Facenda the
outstanding newscaster in Philadelphia.
That's what makes WCAU, too.
WCAU, "WCAU-TV The Philadelphia
Bulletin Radio and TV stations.
Represented nationally by CBS Spot Sales.
By far Philadelphia's most popular stations.
Ask ARB. Ask Pulse. Ask Philadelphians.
SPONSOR
27 OCTOBER 1956
139
MACOI
..*.
rich middle Georgia means Macon . . .
to sell it, you've got to buy it... to buy it
you need WMAZ and WMAZ-TV
Middle Georgia's booming! Population doubled in last
decade. $388 million spent in retail stores last year.
Hub of Middle Georgia: Macon, which alone had
41.6% retail sales gain during the past 5 years.
You wouldn't use New York Stations to sell the Phila-
delphia area. Atlanta stations are even farther from
Macon than New York is from Philadelphia — give
only fringe coverage of the market. Only two stations
deliver the entire, rich 47-county Macon Market . . .
WMAZ and WMAZ-TV.
To move merchandise, go Macon. To go Macon, use . . .
■.'.'..
WMAZ
10.000 watts — 940 Kc — CBS
Member: Georgia Big 5
WMAZ-TV
Channel 13 — CBS-ABC - NBC
all the information that you will he
giving it in your weeklj news and
service article format."
Wythe Walker, president Walker:
"sponsor for LO \ears has been a
musl in in\ reading. It is a factual
beacon in a highh fluctuating and
confusing business. For example, to-
<la\ in contrast to several years ago
the future of radio appears brighter
than ever. SPONSOR has helped make
a major contribution to thai progress."
• •• •
Joseph J. Weed, president, Weed:
"As I get older. 1 find that the de-
mands on m\ time seem to increase.
Each interest makes its own claim and
as a result. I find I am budgeting m\
reading time verj carefully. Since I
first started reading sponsor 10 years
;i-n. it has become progressheK more
interesting to me. Today, 1 am devot-
ing more time to it than ever before.
This is just a bus) man's wa\ of say-
iiii:.. 'W ell done, keep it up.' "
Paul 15. West, president, W \: "Con-
gratulations to SPONSOR on its KHli
anniversary. Such publications as
yours fulfill a real need in advertising
with distinction: to communicate the
facts, opinion and many changes Eac-
iii2 ad\erti-ers toda\ . 1 am sure that
your new wcekK schedule will enable
you to do an ever more effective job.
Tke CotttUtcittol
Duwte Station
TV 4
Montana
Surging with
EXCITEMENT
SENTIMENT
AND HEROISM!
• •*•• •*-*•••
Ziv's New Star-Spangled Rating
Winner!
SEE PAGES
77, 78, 79
SPONSOR • 2, Ol TOBKH 1956
REPRESENTED NATIONALLY BY AVERY-KNODEL, IrtC,
We've
changed
our spots..
but not
yours!
&.
The TV Production Department
of UNITED WORLD FILMS, Inc.
is now called
UNIVERSAL PICTURES
TELEVISION
DEPARTMENT
Universal-International Pictures has taken over the
TV production department of United World Films,
its wholly owned subsidiary ... so our "spots" have
changed — but not yours. The same high quality . . .
the same professional touch at low cost per produc-
tion dollar are inherent in every TV commerical
made by Universal with its unparalleled production
facilities and technical know-how.
New York Office — 445 Park Avenue
Telephone: Plaza 9-8000
Hollywood Office— Universal Studio, Universal City
Telephone: STanley 7-1211
Some of
our
clients:
BUDWEISER BEER
CAMPBELL'S SOUPS
COLGATE-PALMOLIVE
DE SOTO
DUPONT
EASTMAN KODAK
FALSTAFF BREWING CO.
FORD
GENERAL ELECTRIC
B. F. GOODRICH
KELLOGG COMPANY
LEVER BROTHERS
MARLBORO
OLIN INDUSTRIES
PABST BEER
PEPSI COLA
PHILIP MORRIS
PROCTER & GAMBLE
RCA
SCOTT PAPER CO.
SPONSOR
27 OCTOBER 1950
1 11
MASS
COVERAGE
^o<
The Station c{
tkStowl"
X
1310 on
your dial
WGH covers six cities! Buy one station . . . get all six!
Mass coverage ... 24 hours a day . . . 5000 watts . . :
for the price of one!
See Your For/oe Man!
/VOtV EVEN MORE THAN EVER
Stcdbttot't, Tfttet ^jUteaed fo Statist
HOOPER RADIO AUDIENCE INDEX
STOCKTON, CALIF.
JANUARY-MARCH, 1956
MONDAY THRU FRIDAY
7:00 A.M. -12:00 NOON
:'.,u 10
SETS
IN USE
c
N
KSTN
A
M
OTHER
AM & FM
SAMPLE
SIZE
l»f.8
17.9
>+.2
47.2
13.0
9.3
8.it
9,707
MONDAY THRU FRIDAY
12:00 H00N-6:00 P.M.
RADIO
SETS
c .
r\i
KSTN
A
M
OTHER
AM & FM
SAMPLE
SIZE
10. 8J
20.7
7.3
35.0
15.1
9.5
12 .h
12,026
Spring 1956 Hooperatings
show KSTN increases dominance
of Stockton Radio Audience.
^America's 92nd Market
Represented by Hollingbery
\diim J. Young. Jr.. president.
Young: •■When SPONSOR Marled 10
years ago, we wished it well because of
the fine people starting this publication
and the high aims with which they
went into it. The publishers <>f SPONSOR
have surpassed our greatest expecta-
tion:-, of what could he done in pro-
•ublication."
\ i'iim a useful
Frederic W. Zi\. chairman of the
board. Xi\ Television: "In reflecting
upon sponsor's LO years, I am im-
|'i'--'<l not ..nl\ u illi the »real -n\ ire
you have rendered our industry, but
with your editorial courage. You
have not bowed to the giants whether
the) be spenders, networks or pub-
lishers. You have realized that our in-
dustry has become great because every
facet of our industry the smallest
station, the smallest agency, the small-
est sponsor, ibe single individual view-
er— has contributed. The little people
who do little things like (a) elect tile
President of the I nited States: i !> i
establish the moral fibre of our nation:
(c) build families and homes and ex-
pand our frontiers; (d) uphold pood
laws and repudiate bad lawmakers —
you have realized that these are the
viewers, these the sponsors, these the
stations which have contribute;! most
to this great medium as we shall know
it in the future." ^
A
PATRIOTIC
STORY
that has never been told!
• •••• ••*•••
Ziv's New Star-Spangled Rating
Winner
SEE PAGES
77, 78, 79
The Cofttuteit/tat
Ditrtde Station
TV4
Montana
I u
SPONSOR
2' <)< torn it L956
WOC TV
-th/f
Proved by 648,330 Pieces of Program
Mail received by this Station During
6 full Years of Telecasting . . .
^IMwuu
This fabulous response . . .
91'/ of it to local live telecasts
. . . began in 1950. That year
. . WOC-TVs first full year on
the air . . . 33,845 pieces of
program mail were received;
this mail came from 23 Iowa-
Illinois counties — 237 cities
and towns.
By 1955, this response jumped
to 149,215 pieces of program
mail received during a 12-
month period; it came from 39
Iowa-Illinois counties — 513
cities and towns in these counties.
Accompanying map shows
breakdown of this 1955 pro-
gram mail, proving WOC-TVs
"Good Picture" area.
WOC-TV Viewers are respon-
sive. They respond to WOC-TV
telecasts by mail. More import-
ant, they respond to advertising
on WOC- 'IV by purchases at
retail outlets. We have a million
success stories to prove it (well,
almost a million). Let your
nearest Peters, Griffin, Wood-
ward representative give you
the facts. Or call us direct.
WOC-TV 39-COUNTY COVERAGE DATA -
Population
•
1,568,500
Families
•
484,800
Retail Sales
•
$1,926,588,000
Effective Buying Income
•
$2,582,388,000
Source
•
1956 Survey of Buying Income
( Sales Management )
Number TV Homes
•
317,902
Source
•
Advertising Research
Foundation
WOC-TV Owned and Operated by Central Broadcasting Company,
Davenport, Iowa
\
The Quint-Cities Station —
Davenport and Bettendorf
in Iowa; Rock Island, Mo-
line and East Moline in
Illinois
Col. B. J. Palmer, president
Ernest C Sanders, resident manager
Mark Wodlinger, resident sales monag*
PETERS, GRIFFIN, WOODWARD, INC
Exclusive National Representative
ARE YOU
HALF-COVERED
NEBRASKA'S OTHER BIG MARKET?
1956 ARB METROPOLITAN
AREA COVERAGE STUDY
PROVES KOLN-TV SUPERIORITY!
The 1956 ARB Study of 231 Metropolitan markets in
eluded 6 in LINCOLN LAND — 5 in Nebraska, 1 in Kansas.
In these 6 markets, KOLN-TV is viewed-
mosf in 6 daytime categories ... in 5
out of 6 nighttime categories.
KOLN-TV gets an average daytime, "viewed-most" rating
ol 54.0% as against 15.2% for the next station. Night-
lime averages are 59.8% for KOLN-TV, 25.0% for the
next station. Enough said?
p*'™ %
1
WKZO TV — GRAND RAPIDS KALAMAZOO
WKZO RADIO— KALAMAZOO BATTLE CREEK
WJEf RADIO— GRAND RAPIDS
-AND RAPIDS KALAMAZOO
KOLN TV -LINCOLN NEBRASKA
Allocated ->th
WMBD RADIO — PEORIA. ILLINOIS
THIS
AREA
LINCOLN
LAND
KOLX-TY delivers Lincoln-Land 200,000 families,
125,000 of them unduplicated by «;iv Omaha T) signal!
95.595 OF LINCOLN-LAND IS OUTSIDE THE GRADE
"B" AREA OF OMAHA! This important 42-countj market
i> farther removed from Omaha than Hartford i- from
Providence . . . or Syracuse is from Rochester.
Latest Telepulse figures show that KOI.N T\ gets 138.1%
more afternoon viewers than the aexl station, 194.4$ more
nighttime \ iewers!
Wery-Knodel has all the facta on KOLN-TV, the Official
Basic CBS-ABC Outlel for South Centra] Nebraska and
Northern Kansas.
CHANNEL 10 • 316,000 WATTS • 1000-FT. TOWER
KOLN-TV
COVERS LINCOLN-LAND —NEBRASKA'S OTHER BIG MARKET
Wery-Knodel, Inc., Exclusive National Representatives
K.
SPONSOR
127 0< 1 OBI R L956
Mlfl^iiliSiS
'^Ti'W ff^HI
£*"«;
SPONSOR S
fV.V."Q> ,<»-^-!osx,.».»r'xv
i)fMi XftJC*
The portfolio on the following pages is sponsor's salute to those advertisers who
bought space* in the first issue of sponsor on their faith in a concept. But il is
more than a tribute; the reader will find mirrored here the state of the industry
in 1946. These ads of November 1946 w ill conjure up a picture of an industr) so
different from today that the question is raised: "Was ihi- just 10 years ago?"
1 1:
w
These advertisers appeared in our first issue
£_
wnMiI Parade
K:otl«i»s Soctf«<-«lo Ukt Sic««t«
I
i
■
liidflB a Rouk hit (U Cavsr
:■ sfioj sssri neva
/J AMERICA'S NO. I NETWORK
J' ...the National Broadcasting Company
PIONEER ADVERTISE? The \ationul Broadcasting Company
wins)
Shortly, in this spaa m hopt to Call your attention
to developments ben itt It INS during the initial weeks
of ownership by the Crosley Corporation, Wi will list
a number of responsible and representatwi advertisers
whose confidence in the future of tin \titti<»i is being
expressed in tin tangible form of contracts for time and
for programs.
\ j Win inaimincf hat *im.i)
!«<. n intulli it jh.I it being intcd. A new
fjic card li*« been iiwcd >
i
Itui ■( reprtKMi * rather unmuil, hut
I ...li JH Olll 111
itrucniR.
U h..rk«tmi.lr inthl « INS
iUff. niher r*rry effort "•» bttn, *nJ will
I • ii.»'l. 10 I (!,hrn "■
11., .
iiion -.ii iund
own, »■
1, .11
iln h
lpw«
■ ■ ■
. bu
a im
..II r
,»( h* run
,r.,l
Nc*
Vnrk .
. 1 h.K „
,.k.,
-. 1
KM
fall -
.11 Ihl
»c »rc dril.njj in Kin
1
■
nthi .,i
Kind
■
IMO
»*■ l
row*
iilwi
U INN
, 1 1
,,f N
. ■* thr In
ihjl OUI •
- York .. bring fall)
ihr
t I 0 S 1 [ I
C II 0 S 1 I t BIO
c i i r i i i i i t i
c i s i i h e t o « p o • i ii o »
PIONEER ADVERTISER: John Blair & Company
PIONEER ADVERTISER: WINS, Veu Yorl
I i:;
SPONSOR
12, OCTOBER L956
This is Jacksonville's tallest structure, the new
1,000' tower of WMBR-TV . . . better pictures for more
people in the great industrial Southeast.
m
WMBR-TV
Jacksonville, Fla.
Channel 4
Operated by The Washington Post Broadcast Division.
Represented by CBS Television Spot Sales,
+*£,
:<**
¥*
s
*•<;*
These advertisers appeared in our first issue
//WFMJ
OHIOS*%™
"market
-.•ORE LISTENERS
M.ES USS COST
NAU
■
A 1 C
■ Z I
B.7
no 'J.
XI Ul tti
U8.330
RADIO FAMILIES
'267,408,000
RETAU SALES
SOON -5 KWon1390KC
11 |^|#|
A B C
PIONEER ADVERTISER: '1/1/7. Youngstown, Ohio
&
•if ttJm UtU*u to t/^A^^flliH
MRS NEW YORKER \rTT?«l»>Jiptoh
Jfcf
MRS MU \ORMR Al HOMEI
MRS NEW VORKER M HOMEI
MRS NEW YORKER Al HOMEI
* WHO HAS MRS. NEW YORKERS EAR?
...01 Go+vUe.!
W
■"""■■■■■'■"■"■■■■" ■■■"-■«
c^t
i
. WHERE and WHEN
It's Needed Most!
In Tk* D*t,»<l A .
CKLW
E C.«.B.«", m.»m'»s Dm
PIONEER ADVERTISER: CKLW, Detroit
PIONEER ADVERTISER:
Paul I'. Adler Advertising
< LtfE TO
OUR
sium . . .
Yi/Tl/J £>&
. 1
CHICACO t
AocubU
SPONSORS
He guarded
five preside*
thirty yean .
STARL
o! th<
WHIT
HOUS
E.cl..,.. R.d„ «'
PAUL F. Ml
PIONEER ADVERTISER: /////; Veil Yort
PIONEER ADVERTISER: WLS, Chicago
50
SPONSOR • 2, OCTOBER L956
LEADING CITIZEN
in aLAND OF PROMISE...
WJW-TV
»wn tr
rr
Industrial expansion nearing $3 Billion!
Unequalled transportation facilities!
Vast, well-trained working force!
Superb geographical situation!
A vital part of booming Cleveland is WJW-TV, now housed in a
handsome new Williamsburg colonial structure in the heart of the
downtown area. Presenting the tops in television programming
and public service to the market that tops the country in tele-
vision set saturation, this basic CBS outlet will carry your sales
story to new heights in the Best Location in the Nation.
WJW-TV
8
Channel 4 | (Formerly WXEL)
Represented Nationally by The Katz Agency
SPONSOR
2, OCTOBER l'O)
151
These advertisers appeared in our first issue
EARL
SEAMAN
Your SALESMAN in Cincinnati!
■
MhI tium
lui *h»t it
■
■ ■
■
■
■
. . ■. ■ . ; ,
■
1
:
A MARSHAL! HELD STATION
foemvnred by l*wii H kitty , ln<
AirwKan I'oodiaifrnjj Company
UISRI
^
/*_«_#-«_ /2_ £_ 4_ /l_ l
New KSO Transmitter
<cr<?
>.r^;i^"T'.i.'."i('..iff^^!"'^.i'"^"i
PIONEER ADVERTISER: JFS/f/, Cincinnati
PIONEER ADVERTISER: KSO, Pes Moines
>• . INTRODUCE!
n
■**■ I y
!^/ 'llllTMl
■ an vi ri
... new situation-comedy show
. . . fresh as country air
•-
ft 2
'. %
.^ Radio-Reading Division
AiNlt'CCC IXPONINTS
together again....
\ H
OtFiCdS ano ohm
/fc^ffli
PIONEER ADVERTISER: NBC Radio-Recording
PIONEER ADVERTISER: iwsry-Knodel, Inc.
I •.'
SPONSOR • '2, OCTOBER L956
A distinguished book comes out of
BMFs Award-Winning Radio Series
THE AMERICAN STORY
1B^^^ for the first time in broadcasting annals
^P* a series of radio programs has been pre-
^nK^^. served in a book that will take a permanent
A ^ and prominent place in the literature of
Mk ^m American history.
J ^^F To the many broadcasters who are pre-
f I senting THE AMERICAN STORY and
W m to the noted American historians who con-
^^ Plr- tributed to the series we extend our
sincerest appreciation.
B M I is proud that it conceived the idea and prepared the
radio scripts now in their 3rd year as a continuing series.
THE AMERICAN STORY has been honored by a Free-
doms Foundation Award and Ohio State University's Insti-
tute for Education by Radio and Television (IERT)
citation.
THE AMERICAN STORY
15 being published by
CHANNEL PRESS
on November 12th, 1956
it has already been named a
BOOK-OF-THE-MONTH CLUB DIVIDEND
for January, 1957
"A remarkable history in which the story of the country is told in 60 episodes
by as many historians, each contributing in his special field. They include
almost every professorial name you ever heard of and the result, with intro-
ductory bits outlining background is fascinating reading."
-Donald Gordon, AMERICAN NEWS OF BOOKS
If THE AMERICAN STORY is not yet on your pro-
gram schedule, we invite you to take another look.
We'll be happy to send you the scripts.
BROADCAST MUSIC, INC. • 589 FIFTH AVENUE, NEW YORK 17, NEW YORK
SPONSOR
27 OCTOBER 1956
153
These advertisers appeared in our first issue . . .
/m*
IT WAS THEN
A
iv£
| BENJAMIN FRANKLIN laid . . .
wit?
ELBERT HUBBARD »<j>d
ABRAHAM LINCOLN Mid.,
PRESIDENT TRUMAN «,.o . .
\
THOMAS JEFFERSON i„,d .
WJR
"** --»••«" «wil ■ fS.DB* WATTS
AIR FEATUls is.
Frank \m> asm HUMMERT
j'i- pirated to amnounee the
formation of
FEAT! RED Radio Programs In
and ike appointment
of
Edward m. Kirby
Prelidenl and GeneraJ \tana[rr
Uvi PMClAHl T«AXM.«inio\s
providing a new, hand-tailored program and pro-
duction service to meet the individual needs of
radio station* net **rk» and advertising agrncie*
HhArr *nwi .' -2700
PIONEER ADVERTISER:
Featured Radio Programs, Veu York
PIONEER ADVERTISER: WJR, Detroit
i A
•
Wtl
MM* .Million
is a lot
hi monev!
WWIM
IM M{ ;*l« rnuA
(OMHM
I •]
PIONEER ADVERTISER: It IF DC, Washington, D. C.
r
//
■By ji
s ■
./''run h. rwmi pV
COMPANY. IM *\
If El ^ iiMini j
'V..' I3M
PIONEER ADVERTISER: Paul H. Raymer Company, Inc.
I
f low ^Arvailabie
from SPONSOR
SERVICES INC.
BOOKS
1 ALL-MEDIA EVALUATION STUDY $4
155 rages
This book gives you the main advantages and
drawbacks of all major media . . . tips on when
to use each medium . . . yardsticks for choosing
the best possible medium for each product . . . how
top advertisers and agencies use and test media
. . . plus hundreds of other media plans, sugges-
tions, formulas you can put to profitable use.
2 TV DICTIONARY/HANDBOOK $2
48 Pages
The new edition contains 2200 definitions of
television terms . . . 1000 more than previous
edition. Compiled by Herbert True of Notre
Dame in conjunction with 37 other tv experts,
TV DICTIONARY/HANDBOOK also contains
a separate section dealing with painting tech-
niques, artwork, tv moving displays, slides, etc.
3 TIMEBUYING BASICS $2
144 Pages
The only book of its kind — the most expert
route to radio and television timebuying. A
group of men and women who represent the most
authoritative thinking in the field talk with
complete candor about tv and radio and the
opportunities these media offer.
BOUND VOLUMES
14 VOLUME FOR YEAR 1955
$15
Every information-packed issue of sponsor for
1955, bound in sturdy leatherette. Indexed for
quick reference, bound volumes provide you with
a permanent and useful guide.
15 BINDERS
1_$4 2— $7
Handy binders provide the best way to keep your
file of sponsor intact and ready to use at all
times. Made of hard-wearing leatherette, im-
printed in gold, they'll make a handsome addi-
tion to your personal reference "library."
15 SERVICES TO HELP YOU
MAKE THE MOST OF YOUR
RADIO AND TELEVISION
OPPORTUNITIES
REPRINTS
4 HOW DIFFERENT RATING SYSTEMS VARY IN
THE SAME MARKET 15c
Ward Dorrell, of John Blair (station reps),
shows researchers can be as far as 200% apart in
local ratings.
5 TELEVISION BASICS
24 Pages
6 RADIO BASICS
24 Pages
7 FILM BASICS
12 Pages
35c
35c
25c
8 PROCTER AND GAMBLE STORY 25c
20 Pages
9 ADVERTISING AGENCY IN TRANSITION 25c
16 Pages
10 92 WAYS TV MOVES MERCHANDISE 25c
16 Pages
11 TIPS ON TV COMMERCIALS
6 Pages
25c
12 NEGRO RADIO HAS COME OF AGE 25c
16 Pages
13 WHY 5 NATIONAL ADVERTISERS BOUGHT
SPOT RADIO 25c
6" Pages
SPONSOR SERVICES
| 40 East 49th St., New York 17, N. Y.
Please send me the SPONSOR SERVICES encircled by number
below:
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Name _ _
1 Address _
City _
Zone
State
Enclosed is my payment of $
Ouantity Prices Upon Reque
SPONSOR
27 OCTOBER 1956
155
These advertisers appeared in our first issue
PIONEER ADVERTISER:
For joe & ( o.
FORJOE
& CO.
NEW YORK
PHILADELPHIA
WASHINGTON . PITTSBURGH
CHICAGO •
LOS ANGELES
SAN FRANCISO
New SPONSOR
is always
Welcomed
by
CJOR
Vancouver
Canada
5000 weltl tOO Kc.
Keprtstntetive:
Adam J. Yeitni Jr., Int.
The New Trend in Radio Advertising
Revolutionary
Profitable
Perfection
AVAILABLE
Top Rad<0 Projrams • Lcad.n9 Stars
Musical • Comedy • Drama
Greatest Audience Coverage
Bing Crosby Enterprises, Inc.
proudly presents
The First in a Ser.es ol Transcrrbed Projrams
PHILCO RADIO TIME
starring
BING CROSBY
October 16, 1946 *nd E.try W<cWtd*y
for further Information
Everett N. Crosby
m9 Craiby Ei.Urpri.tl, lr>< , 9026 Snout Boulsvarrf, Hollyood 46. Cil.fomu
PIONEER ADVERTISER: Bing Crosbj Enterprises, Inc.
PIONEER ADVERTISER: CJOR, Vancouver, Canada
WIBWijthemosr
povrtrful selliixj force
in KANSAS
•
V
• U1IIW
\
•
1
1
* • «I8M
wiBW--^fc*~<r
fr*!
PIONEER ADVERTISER: WIBW , Topeka
PIONEER ADVERTISER: < mil. Hamilton, 0i
SPONSOR • 27 OCTOBER 1956
Beautiful San Diegans had a 1955
net effective Buying Income of
$1,551,950,000 •
That ranks San Diego 20th in the
nation, above Dallas, Miami, Atlanta,
Portland, Denver and New Orleans.
San Diego has more people ( and
dogs ) spending more and watching
Channel 8 more than ever before!
° Sales Management 1956 Survey of
Buying Power
KFMBt^TV
REZ BROADCASTING , INC^^J ^^^ PWWW3WTI
SAN DIEGO
WRATHER ALVAREZ BROADCASTING INC
Edward Petry & Co., Inc.
America's more market
SPONSOR
27 OCTOBER 1956
L57
These advertisers appeared in our first issue
vadctntafiodu
IS H ALF A STATEI
llr
■
■
■
■
WFBM
PIONEER ADVERTISER: // ///!/. Indianapolis
>tV3 ,
WjJJMJ^^W
<.=
I ALL OTI-
ay
UJ f>J2
IONS HEA
AREA CO/
;,:-.\-'j
s.uai -u:
■
WTAC I
B •'-;> M
PIONEER ADVERTISER: WTAG, Worcester. Mass.
RIDE THE CREST OF THE WAVE WITH
' SOOO Walts
PIONEER ADVERTISER: W J W, Cleveland
PIONEER ADVERTISER: Weed and Company
SPONSOR • 27 OCTOBER 1956
LEADERSHIP
based on
Superior
Coverage
ST. LAWRENCE
HANSON
!ONON- •— |
S°*°* MADISON
CAYUGA*
flP
All recognized market coverage services give WSYR a
wide margin of superiority over competitor stations. Take
Nielsen for example:
Daytime, WSYR's weekly circulation of 193,530 homes
is from 47 °0 to 212°b better than any other Syracuse
station's. Nighttime, WSYR's circulation of 132,540 homes
is from 46% to 257 °'0 better.
WSYR is the first choice of radio advertisers . . . both
national and local ... in Central New York.
Effective daytime service
area, as measured by
Nielsen Coverage Service
Represented Nationally by
HENRY I. CHRISTAL CO., INC.
NEW YORK • BOSTON • CHICAGO
DETROIT • SAN FRANCISCO
5 KW • 570 KC SYRACUSE, N. Y
SPONSOR • 27 OCTOBER 1956
159
gp*
^*tcJ These advertisers appeared in our first issue
MVOIIH If MILLIONS
■
M M.OAIMV— »od b, xJon
m nctuaiv— i) o-o b.do*1
Bcird <xi S S Von Din* t fomoui cl
The Cono.y M^fde. Co**", !>•«■ Senv* Mu-der Co.
"Thi Gtttftt Murdef Co« ' ond <»>o«y "*>'*• ,h'» **»ll
M« holt houf del«Oi>« tHow meonj nwe lifttncn I
dollar Cu"*"tl» ipom<xcd by leading regional ipomort
a lo'ge (>90' r*»onuloctw«< . . . o )o"*ovi brewsr
Wnl Cootl goioline tompony, c'c
Write for ovoilob.M.et
PIONEER ADVERTISER: Ziv Radio Productions
0*4*******
Wl&tia, HOOPER POINTS!
^, H- .^ % ji jjl^t
lie iii'sl location in tie nalioif*
*^rSi^
£f^
JEH
AWGARj
I1 I
HA t
w
1R«BH
I
[
r,ir;r„, jHR
~>~»
PIONEER ADVERTISER: WGAR, Cleveland
A*'s
*£ie»r
ISSHIFTIN'
-— J •—
« j -
FOR COVERAGE OF THE NO. 1 MARKET
IN THE SOUTHS NO. 1 STATE. ••
WSJS
NBC STATION FOR WINST0H-S1LEM. GREENSBORO. 1ND HIGN POINT
K. ,„...„,. ,1 I., Il.;,ll.~ H...I I ..
WMIT
WINSTON S1LEM
• I'lllMIII I >■ M\ll<>\ III Illl SOUTHEAST
• From Wr Mn. I,. II on «'<. Cretl d/ Uu III". Rfo>« VoHfilsfiu
PIONEER ADVERTISER: // SJS, II inston-Salem
PIONEER ADVERTISER: II Oil . Omaha
L60
SPONSOR • 27 OCTOBER 1956
WITH GREAT PLEASURE, WE
SALUTE NORM GLENN AND
THE ENTIRE STAFF OF SPON-
SOR, AT A TIME WHEN WE
MARK OUR OWN TENTH AND
GREATEST YEAR!
Here is a list of the many accounts
who have contracted with WNEB
during the past year . . . leading
national and regional advertisers
who know what to buy and where
to buy it.
FOODS
Anna Myers Foods
Bella Pizza-rettes
Bond Bread
Chef Boyardee
Chock Full-O-Nuts Coffee
Citrus Fruit Juices
Diamond Crystal Salt
Dromedary (lake Mix
Duiikin Donuts
Essem Meats
First National Stores
Genoa Meats
Hood's Orange Juice
Imperial Margarine
Jello
La Touraine Coffee
Maltex
Mrs. Filbert's Margarine
Mueller's Macaroni
N. Y. & N. E. Apple Inst.
Nettle's Brown Craw
Nestle's Instant Coffee
Prince Macaroni
Stokely Frozen Foods
Stop & Shop
Tetley Tea
United Fruit
\ ictor Coffee
Virginia Salad Oil
DRUGS
Aqua Velva
Bayer Aspirin
Doan's Pills
Dolcin
Ex-Lax
Feenamint — Chooz
Musterole
Pertussin
Begutol
Ryhutol
BEVERAGES
Ballantine
Carling's
Clicquot Club
Dawson's
Harvard
Manischewitz Wines
Moxie
Narragansett
Orange Driver Wine
Pickwick
Buppert
Supreme Wine
Three Monks Wine
TRANSPORTATION
Boston & Maine BB
Buick
Cadillac
Ford Motor Co.
Lincoln Mercury
N. Y., N. II. & Hartford RR
Northeast Airlines
Plymouth
Studrbaker- Packard
GENERAL
Bardahl
Blue Coal
Blue Cross & Blue Shield
Brimar Paints
Camel Cigarettes
Chesterfield Cigarettes
Cinerama Holiday
Eveready Batteries
Flit
Foxboro Race Track
G. E. Appliances
Gulf Oil
Holiday Magazine
Jack & Jill Cat Food
L & M Filter Cigarettes
Ladies' Home Journal
Life Magazine
Liq-R-Pruf Paints
N. E. Tel. & Tel. Co.
New England Coke
Old Cold Cigarettes
Prestone Anti-Rust
Quaker State Motor Oil
Salem Cigarettes
Sat. Evening Post
Shell Oil
Silverdust Blue
Simoniz Body Sheen
Statler Tissues
Suffolk Downs
Top Value Stamps
Touraine Paints
Turtle Wax
Window Gleem
You're Always In Good Company When You Use Independent WNEB!
WORCESTER
MASSACHUSETTS
Represented by
THE BOLLINC COMPANY
ppi
* These advertisers appeared in our first issue
'W//J/MT,'.. First of WEAF's great new shows
^ MC's ilej Slalm ■ Dn fort
PIONEER ADVERTISER: // / 11. \ ,» York
YIS. fHIIIS A CARNIVAt Of JAUS IN
IE Gfil 3SE
M»n4*y *Kf«vth Wlu'rfar lOrOO AM to W OO Ham
» »I JAMIi AVI . IOIION MAS* JOOO WATtS • 650 ON FHI DIAL
MOOSmlts-SSfHt
ITS THE
SIMPLE
LIFE
RUGLESS (Ky.)'«
* iouisviu.rs
WAY*
7^
PIONEER ADVERTISER:
I! (J /•.". Louisville
PIONEER ADVERTISER: Broadcast Music, Inc.
PIONEER ADVERTISER: // IIIHI. Boston
L62
SPONSOR • 2 i OCTOHKH \()7i()
When all the shouting is over and the last
campaign speech has been made, isn't this
what all the struggle is really about?
You and your neighbors are going to march
to the polls November 6 and settle things the
American way.
Not by fists or by force, not with a penalty
if you don't vote, or the secret police checking
up to see if you did.
You'll vote because it's the thing to do.
Vote as you please, of course — but vote.
Vote for the party and the candidates you
honestly believe will represent you best.
But also vote because you believe in this
democracy of ours and you want to keep it
the way it is — a country where you can have
your say and nobody else can say it for you.
Everybody you know
will be there.
We'll see you at the polls.
VOTE NOVEMBER 6th!
SPONSOR
2 1 OCTOBER 1956
163
OR
Why Sponsor Goes Weekly
\iiir LO good years sponsor, original!} a monthly, later
a biweekl) . goes weeklj .
\\ h\ does .1 trade publication which is at the peak oi it-
career and the top oi it- field decide on a radical change in
concept, formal and writing style? For, excepl for strict ad-
herence tn it- use formula, this is almost an all-new SPONSOR.
The new SPONSOR is 1 > 1 1 i 1 1 on our belief that good business
nevei -land- -till — that an opportunity to render better serv-
ice cannot be ignored.
For several years we have careful!) explored and analyzed
trade paper reading habits, especially the reading habits of
tv/radio-minded advertiser and agency executives. We have
noted the inordinate demands on their time, the frustrations
oi the men and women who invesl millions in tv/radio adver-
tising as the) tr\ to cope with the "hunt and pick" problem of
culling needed new- and data from a swarm of trade paper-.
sponsor changes to weeklj because it has created a form-
ula that delivers the essentials to busy executives in a neat.
non-complicated, fast-reading package. The package calls
for weekly publication. The new SPONSOR encourages habit-
reading and eliminates frustration. Yon read it with the
issurance thai you are up on the essential doing- and prob-
lems oi t\ and radio advertising. It is so flexible that you
can liii.t yourseli on the essentials in 30 minute- or. il lime
permits, A hour-. It allows for extreme variables in reading
time. Ii should be on your desk Friday as far wesl a- Chi-
cago or Si. Louis for up-tO-the-minute weekend reading.
\\ i- present sponsor weekl) to our reader- i whether presi-
dents, vice-presidents, ,x\ managers, account executives, lime
buyers, plan- board members or whoevei you ma) be) with
the hope and expectation thai through it you will find a
happier .n\>\ more rewarding wa) to keep tulK posted on the
week l.\ week essentials ami interpretations <>l the television
am
I radio advertising -«■ me. /}
T^i—
n isusii i:r & editi m
THIS WE FIGHT FOR Spol radio dollar
figure i \ individual advertisers are -lill kepi
top secrel w hile a II other ma i<u media I in-
cluding spol le\e\ ision) are oul in the open.
Let's all gel to work and In idge thai a p.
104
lO-SECOND SPOTS
Snow Man: Fellow who's tried to
land a job at McCann-Erickson since
spring just made it recently. His last
shot at it was two months ago when he
sent a snowball packed in drv ice with
note: "Among the many things 1 can
produce are snowballs in August."
Hard Sell: John P. Cunningham,
presidenl Cunningham & Walsh, feels
gmerninent could increase tax revenue
through use of emotional and reason-
win advertising just before tax-filing
deadline. Here already emotional
iilinii! it just tell us the reason it In
Author, Author: With "Auntie
Manic about to debut on Broadwax
author Patrick Dennis turns out to be
pen-name of former Madison Avenuer
Patrick Tanner who was promotion
manager for Council on Foreign Re-
lation-. Moral: Better be kind to p.r.
men: they may be in a position to get
\ati scarce theatre tickets someda\.
Brain Child: Pauncefoot Praline,
our pencil-sharpening editor, still
thinks the Celler in\ c-tigations are
concerning a federal housing scandal.
Arf!: Experiments on dogs were used
b) FTC in arriving at decision that
Carter's Little Liver Pills don't mea-
sure up to their advertising claims.
Suggested copy switch: "If you're
sicker than a dog. try Carter's ]>ills."
On the Map: Minnesota named a
lake after William Figge, president of
llaium Brewing, for brewery's ad slo-
gan: "From the land of the sky blue
waters.'" Driest lake in the state, bu!
blow of] the foam before swimming.
Nostalgia: You re sure middle age i-
upon \ou while watching an old Hol-
lywood t\ feature film with someone
who was too young to see it when it
was ln-l -lioun iii the movie theaters.
Too Soon: ( am. ion Hawlev. former
adman turned best-selling author plans
no novel on advertising for a long
lime I see |>. '>."> I hecause his "personal
prejudices are -till too strong." From
must Madison lienue novels we've
read, we thought <dl an authoi needed
were i<-n strong personal prejudices.
Definition: "Morning Block" is
whin you |ii-l ' an t think before noon.
SPONSOR
21 OCTOBER L956
/
:d =
z)n ^Baltimore
WBAL-TV
Really
STANDS OUT
In non-network programs per week sold between 6:00 and 11 :15 p. m.
in Baltimore, WBAL-TV's spc
the combined total of its two competitors!
Naturally, there's a good reason why advertisers come to us first. They
like the strength of our programming. For instance: they like our
strong news-weather-sports segments at 6:45 and at 11:00 p. m. daily.
They like our 7:00 p. m. programming for family viewing every night
of the week, and our strong block of Saturday afternoon programming.
Our 10:30 p. m. shows have a rare potency, too.
Advertisers like the way we promote our shows, individually and collec-
tively. They like the build-up we give the personalities who m. c. them.
They like a dozen other distinctive features that we'll be glad to tell you
about in detail. Or your nearest Petry office will be glad to fill you in.
WBAL-TV
CHANNEL II
Nationally represented by EDWARD PETRY & CO., INC.
&
LDIO UTATION REPRESENTS T I v E S
\.\ illDBED t JOY
3 NOVEMBER 1936
40* • copy • $10 a year
PO
OR
THE WEEKLY MAGAZINE TV/RADIO ADVERTIS
9% Gas-Oil
Dominance
Market figures prove WXEX-TV Grade B
area families spend 19% more at filling
stations than Grade B area families
of any other Richmond market TV station
Amount Spent on Gas, Oil, Lubricants
by Grade B Area Families
Percentage
rXEX-TV
$73,806,000 TjTjE
ation B
$59,529,000
80.7%
ation C
$59,812,000
81%
Source: Sidney Hollander Associates
WXEX-TV
i Tinsley, President
NBC BASIC-CHANNEL 8
trvin G. Abeloff, Vice Pres.
National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Forioe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta.
WHAT'S WRONG
WITH DAYTIME
TELEVISION?
Programers are torn be-
tween the need to attract
a new audience and prac-
tical budgetary limits.
Needed : ingenious idea
programs to close the gap
Page 23
What do you
know about
radio tune-in?
Page 26
How to get rich
in tv without
really trying
Page 30
Cost-by-cost
analysis of a
tv commercial
Page 34
WDGY
Minneapolis-St. Paul
KOWH
Omaha
WHB
Kansas City
«
r
WDCY Vinneapoli* St. Paul
Now in firs) place per all-day II
Spectacular growth per
latest Nielsen, and per latest Pulse.
Talk to JOHN BLAIR or Win,-, i , \l
Steve Labunski.
KOWH O ha
Now in it s ^ i x t li year of first placi
dominance. Latest Hooper 17 7',.
First on latest Pulsi and latest Tren-
dex, in all time period Contact
ADAM i'Ol NG IN( 01 KOW II Gel
erol Manager Virgil sharp.'.
\Ar H B
Pirst per I looper, li 1 -1 per \ n a Niel-
first per Area Pulse, first per
Metro I'iiI ' mong
top I" advertisers proves vitalitj Sei
JOHN BLAIR or WHB GM Gi
W. Armstrot
WTIX •>• ".v. ,i,..v
Still rocketing, -.till in first ploce, with
ill the time, per
Hooper And wail 'til you Bee
thai newest Pul \ I ■ \ M
yoi'NO I \'< . or WTIX GM Fred
i on
WQAM
No« li news, ideas,
tn all of Southern Florido,
WQAM
Miami fitly, a- JOHN
KLAfH ni GM Jock Sondler will
How fo get
on the map
in 5 important
markets:
Specify
Storx Stations
Today's Radio for Today's Selling
President:
TODD STORZ
FIRST
IN
FILMS
C§
When you tie in with
WNAC-TV's syndi-
cated films, you're
latching on to some of
the best properties in
New England! You
write your own success
story when you bu
participations in sue
programs as these:
/ i
t i
}
<
■' V
Hi
WM
• THE CISCO KID
, Sun. — 12:00 Noon
• SHEENA, QUEEN OF THE JUNGLE
Mon.-6:00P. M.
• DANGEROUS ASSIGNMENT
Mon.- 11 :05 P.M.
• MY LITTLE MARGIE
Mon.-Fri.- 4 :30 P.M.
• MORNING STAR TIME
Mon.-Frl. -9-10 A.M.
• STARS IN THE NIGHT
Mon.-Fri.- 11 :40 P.M.
* STEVE DONOVAN
Wed. -7 :30 P.M.
• MR. & MRS. NORTH
Wed. -11 :05 P.M.
* Surveys Prove
WNAC-TV's
Boston Leadership
in Film Programs
• CRUNCH & DES
Thurs.- 8 :00 P.M.
* CITY DETECTIVE
Fri.- 11 :05 P.M.
• THE LATE SHOW
Sat. -11 :35 P.M.
Jan.
Feb.
Mar.
Apr.
May
June
July
Aug.
Sept.
1956
— 9 of top
— 8 of top
— 9 of top
— 9 of top
— 10 of top
— 7 of top
— 7 of top
— 8 of top
— 8 of top
WN AC ■ TV
CHANNEL
JW
Tta ImAwj lit Boston/
3 November 1956 • Vol. 10, No. 23
SPONSOR
THE MAGAZINE TV AND RADIO ADVERTISERS USE
DIGEST OF ARTICLES
Daytime tv*s bin dilemma
23 Has daytime reached its potential in programs, tune-in or sales? Agency
and network executives say il hasn't, and outline daytime t\"s needs
How wrong are you about radio tune-in?
26 ^rr misconceptions on audience composition influencing your buys?
Who'- reallj listening at ."> p.m. women or teenagers? Here are facts
The Toy Council's tv block-buster
28 Trade group produces its own film show with integrated commercials to
back up members, slots quarter-hour series in some 100 local markets
How to get rich in tv without really trying
30 ^ sample chapter from the happy, helpful new book by former adman
Shepherd Mead who explores every avenue of success — mostly Madison
Where does the money go?
34 Sarra and Prudential take typical two-minute film commercial, analyze
budgeting of cost, item by item, explain how location shooting hit a snag
FEATURES
50 Vgem \ Profile
74 Film Chart
20 |9tfa and Madison
54 New and Renew
60 News & Idea Wrap-1 p
4 Newsmaker of the Week
68 Radio Result
78 Reps at Work
48 Sponeoi Vsks
16 Sponsor Backstage
72 Sponsor Hears
9 Sponsor-Scope
80| Sponsor Speaks
57, Spot liuys
SO Ten Second Spots
14 Timebuyers at Work
76 T\ and Radio Newsmakers
69 \\ ashington \\ eek
In Next Week's Issue
Media evaluation: three years later
• difficulties, advertisers are continuing iheii efforts i" iccuraterj
edia. Here's a rundown on what tacks have hern taken
in. > spon son's Mi-Media E valual ludj
Ho\* Dodge makes sweel music »iili i\
gambled on local Welk show, put it on VBl l\ and raked in
pei 1,000. In 19 has |6-million in network television
Editor and President
Norman R. Glenn
Secretary -Treasurer
Elaine Couper Glenn
Vice President-Genl. Manager
Bernard Piatt
EDITORIAL DEPARTMENT
Executive Editor
Miles David
News Editor
Ben Bodec
Senior Editors
Alfred J. Jaffe
Evelyn Konrad
Jane Pinkerton
W. F. Miksch
Assistant Editors
Robert S. Solotaire
Lois T. Morse
Joan W. Holland
Erwin Ephron
Contributing Editors
Bob Foreman
Joe Csida
Art Director
Phil Franznick
Photographer
Lester Cole
ADVERTISING DEPARTMENT
Advertising Director
Arnold Alpert
New York Manager
Charles W. Godwin
Midwest Manager
Kenneth M. Parker
Western Manager
Edwin D. Cooper
Production Manager
Jean Engel
Advertising Staff
Charles L. Nash
Marilyn Krameisen
George Becker
Circulation Department
Beryl Bynoe
Emily Cutillo
June Kelly
Administrative Coordinator
Catherine Scott Rose
Accounting Department
Laura Oken
Laura Fazio
Secretary to Publisher
Carol Gardner
SPONSOR PUBLICATIONS INC.
comoincd with TV. Executive. Editorial,
Circulation and Advertising Offices: 40 E
49th St. 1 49th & Madison l New York 17.
N. Y. Telephone: Murray Hill 8-2772
Chicago Office: 161 E. Crand Ave. Phone:
Superior 7-9863. Los Angeles Office: 6087
Sunset Boulevard. Phone: Hollywood 4-
8089. Printing Office: 3110 Elm Ave..
Baltimore 11. Md. Subscriptions: United
States $10 a year. Canada and foreign
$11. Single copies 40c. Printed in U.S. A
Address all correspondence to 40 E. 49th
St., N Y 17. N Y MUrray Hill 8-2772
Published weekly by SPONSOR Publications
Inc. Entered as second class matter on
the 29 January 1948 at the Baltimore
postoffice under the Act of 3 March 1879
Copyright 19S6
Sponsor Publications Inc.
V
KTHV
Channel 11
LITTLE ROCK
Sells MOST of Arkansas!
WITH 316,000 watts on Channel 11 and with the tallest antenna
in the Central South (1756' above average terrain!), KTHV is
seen, heard and gets viewing response throughout MOST of Arkansas!
Please study the mail map above, which also conforms very closely to
our engineering contours. Notice that it includes 47 Arkansas counties
— notice KTHV's penetration to all six surrounding State borders, with
mail actually being received from viewers in Mississippi, Missouri,
Oklahoma and Texas!
Your Branham man has all the big KTHV facts. Ask him!
316,000 Watts Channel
Henry Clay, Executive Vice President
B. G. Robertson, General Manager
AFFILIATED WITH KTHS, LITTLE ROCK AND KWKH, SHREVEPORT
©
participations available
hilarious comedy series
for the entire family
Amos #n Andy 1 1
weekdays at 6 p.m.
The amusing antics of Amos, Andy,
Kingfish, and Sapphire, Harlem's most
beloved characters, garner huge audi-
ences for advertisers, because the com-
edies are designed to appeal to the
entire family.
WMAR-TV
• • • •
CHANNEL
SUNPAPERS TELEVISION, BALTIMORE, MD.
TELEVISION AFFILIATE OF THE
COLUMBIA BROADCASTING SYSTEM
Represented by THE KATZ AGENCY, Inc.
New York. Detroit. Kansas City, San Francisco,
Chicago. Atlanta. Dallas, Los Angeles
of the week
Albert Frey: 15% diagnostician
Mbert \\ . Frey, marketing professor at Dartmouth College's Amos
luck Business School, climbs mountains to keep in condition. He
will need to be in condition for the tough challenge he face- in
tackling (he \olcanic problem of agency functions and compensation
for the Association of National Advertisers. But when he comes
down from the peak next vear. Frey may suppl) the answer- thai
will shape client-agency relations in this 10 billion dollar industry.
Frey's association with Dartmouth College covers about the same
span of years as the 15% agency
compensation system — 40 years.
He has only worked at one agency
job — and then without pay. In
L951, he spent the summer at
Young & Hubicam on a fellowship
from the Foundation for Eco-
nomic Education. He may be see-
ing them soon again.
For the study, which will cost
ANA approximately $40,000 and
lake a year to complete (with a
preliminary report next spring),
Frey will use Dartmouth as a base
of operations. He will be aided b\ Kenneth B. Davis, assistant pro-
fessor of marketing at the business school. Beports will go directK
to Paul West, ANA president.
Frey's will be the first agenc) compensation stud) since the earlv
'30's when University of Chicago Prof. James Young, retained by
a publisher-agency committee, found the 15% system "practicable."
and Albert E. Haase. conducting a counter study for ANA. found
it "outmoded" (see "Long look at 15%, SPONSOR, 6 August 1956).
I In- question now is: Will Frev cap the volcano for good?
There is no doubt he is well qualified for the job. For years he
has served a> marketing consultant for several large organization-..
Frey has seen many of his Dartmouth students go on to high posts
in advertising: Jack Grimm, marketing v.p. for J. B. \\ illiams Co.;
Albert Broun, ad manager. Best Foods: Ceorge Sprague. ad mana-
ger, Kendall Mills, and John I Irieh. ad manager of Beechnut to
mention a feu. "How main Dollars for Advertising" is his mo.-l
recent book. Onlj in his college textbook. "Advertising." has he
ever written on the subject of agency compensation — but without
taking a stand one waj or the other on methods.
lb- i- chairman of publications committee and on the board ol
directors of American Marketing Woe. and a member of Na-
tional v.ilr- I secutives, National Retail Dr\ Coods, and Sales Pro
iiiiiiiiin I mm Hi i\ es .i--' " i.ii ions.
lo keep abreast of advertising, Fre) make- frequent trips From
In- native New England to New ^4 to visit agenc) friend-. "I
hope the) II >till be m) friend- when it's over," he says. ^
SPONSOR
.'! \u\ i vim i; l').(
say
it
with
music
Now, 18 hours
MUSIC
with 18 news shows daily on
WJIM-RADIO
Lansing, Michigan
BERT: Greetings to everybody out there in Adver-
tising Land!
HARRY: You may know us . . .
BERT: May?
HARRY: You know us as the Piel Bros. We sell our
delicious Piel's Beer on television and radio.
Spot television and radio.
BERT PIEL'S IS
SOLD ON SPOT!
. . Yesterday we were nobodies! Today
we're hotter than hot cakes!
HARRY: Yes. You see, our advertising agency, Young
and Rubicam, Inc. . . .
BERT: A bunch of hep operators!
HARRY: . . . decided to create a new personality for
our fine product. So, they persuaded Bert and
I to go on Spot television and radio as per-
sonal salesmen for Piel's Beer. Well, it worked
out and . . .
BERT:
HARRY:
BERT:
HARRY:
BERT:
HARRY:
And today, we can't brew the stuff
enough! Once we talked him into tryin
suds, John Q. Public flipped!
Young and Rubicam really utilize Ben
myself very well. They use us on Spot -
sion and radio for an awful lot of diti
Piel's sales approaches.
■
The boys over there write Harry's stuf ie
works better with a script. Personally, I d
And not badly, either, boy.
But to continue our story, Mr. Adver >r,
Harry and I were faced with a multitui b
messages to put across our first year o i
cable.
But through Spot radio and television ve
achieved what you might call saturation v
erage quickly and easily. That was be
we could schedule our messages wh
we chose and at times we chose. It wc >
grand. Really.
Left to right:
Stephen J. Schmidt,
Director of Advertising,
Piel Bros.;
Archie Ignatow,
General Sales Manager,
Piel Bros.;
Thomas P. Howkes,
Vice President ond
Director of Marketing,
Piel Bros.;
Henry J. Muessen, President
ond Chairman of the Board,
Piel Bros.
Next to Harry Piel:
Bernard Pogenstecher,
Vice President ond
Account Supervisor,
Young & Rubicam;
Joseph C. Elliff,
Contact Man,
Young & Rubicam;
Dick Bergh, TV Sales
Representative ,
NBC Spot Sales.
*
MORE AUDIENCE THAN
ANY STATION IN SEATTLE
THAT'S WHAT
WNBF-TV, BINGHAMTON, N.Y.
DELIVERS DAY AND NIGHT
SEVEN DAYS A WEEK-AT
LOWER COST PER 1000.
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-"Mlso more audience than any
station in Baltimore, Kansas City,
Buffolo, Minneapolis-St. Paul,
Milwaukee and other major
markets, at lower cost than
every station in eight out of
the Ion major markets.
Tekpulse, December 1955.
WNBF-TV
BINGHAMTON, NEW YORK
Q5jj Channel 12
ABC-TV • NBC-TV
opar.t.d by: Radio and Talavlalon Dlv. / Trlangla Publication.. Inc. / 46th A Market Sts., Philadelphia 39. Pa.
WFIL-AM-FM.TV, Phllidtlphlt, Pa./ W N B P - A M • F M • T V . B I n g ha m t o n , N.Y.
WHOB-AM.Harrlaburg. Pa. / WFBG-AM • TV.AItoona, Pa. / WNHC-AM • FM . TV.Naw Havan, Conn.
SI'O.VSOK
.5 NOVKMBKK I '.>.">(>
Most significant tv and radio
news of the week with interpretation
in depth for busy readers
SPONSOR-SCOPE
3 NOVEMBER
Copyright 1956
No Halloween ghost, the "radio specialist" is back big as life again.
For the past year or so, CBS Radio has been going direct to major advertisers with
its gospel of the durability of network radio. Advertisers were impressed, started nudging
their agencies for more information on a subject that was getting dusty.
sponsor publications inc. So now Y&R, Bates, and BBDO (which have been particularly searching in their
analysis of the radio "spectrum") are knee deep in audio re-examination.
The "radio specialist," as the top agencies outline him, is both creative and coordi-
nating. He must:
• Make himself thoroughly familiar with the new ways of buying radio, and
find out what competitive accounts have been doing with the medium recently.
• Gather data on what's available — costs and types of programing.
• Study future uses of network radio and devise quality commercials in keeping
with the client's best interests.
• Dream up new program ideas and devices.
• Examine the agency's client list for those who can't afford tv but who — within
their limited budgets or because of particular marketing problems — can find the opportunity
they need in radio.
Another consideration is this: Tv campaigns can be supplemented by "fresh" audi-
ences— those the visual medium does not regularly reach.
Billing-wise, Ted Bates gets the biggest share of the Colgate business when it
exits from William Esty on 1 Januarv.
Bates landed Fab (about $5-miUion) and Colgate Rapid Shave ($1.5-million) .
Vel Powder and Vel Liquid go to Lennen & Newell. The packaged soap is budg-
eted at $2-million and the liquid $1.5-million. Vel Beauty Bar moves to the Carl Brown
agency.
Not yet assigned is Brisk toothpaste. At Esty, the dentifrice was worth $3-million.
In scouting around for new nests for its products, Colgate ran into a difficulty that's
common among big advertisers: finding a topflight agency without conflicting ac-
counts.
Colgate's financial report for the first nine months of this year shows a $4-million drop
in domestic sales as compared with 1955, and $2.8-million less net income.
Add this reminder to the soul-searching that's going on over network tv
programs:
The ad manager for one of the top four spenders remarks to sponsor that television
more and more is losing sight of the fact that it is all-family entertainment.
Especially in the early evening hours, he suggests, both live-show and film planners
should bear in mind that a composite group gathers before the screen.
True, tv must have something for everybody', and there is a place for off-beat fare.
But, he says, more and more comedy is getting "slicked up" beyond the grasp of the
average family, and the longer dramatic shows seem to be developing a tendency to shock
— rather than entertain — the audience.
Marion Harper, Jr., is about to distribute a 50-page monograph on agency
compensation and the functions of the modern agency. He wants the Assn. of Na-
tional Advertisers to have plenty of time to study it before Albert H. Frey embarks on his
evaluation of the subject. (See Newsmaker of the Week, page 4.)
SPONSOR • 3 NOVEMBER 1956
SPONSOR-SCOPE continued
The president of McCann-Erickson is all-out for the retention of the present
-\ -tern of compensation. He feels it's the best thing for both the client and the agency,
particularly because it lets the agency work for both the agency and media.
Though the treatise is being mailed to ad managers throughout the U.S. — plus media —
you get the impression from reading it that Harper is actually addressing the presidents
and board chairmen of advertising companies. His phrases are top management language.
Harper's colleagues will be interested in the "monograph's" extended tour into the eco-
nomics of modern agency operation. He gives McCann-Erickson 's "secret" on how to meet
the headache of rising fixed costs:
In a nut-shell, Harper says, he has reduced clerical help per million billings and
doubled earnings for creative and other employees. The result: a 50% increase of
productivity and a lowered ratio of the payroll to general overhead.
In the space of a few years, McCann-Erickson's billings have risen from $60-million to
over $200-million. About 53% of this is tv and 6% radio.
Arnold Johnson, broadcast facilities director for Needham, Louis & Brorby,
thinks that the audience measurement of feature films requires a special kind of
scorecard — one that gives the rating for the commercial as well as the picture itself.
To know an over-all figure, Johnson feels, isn't enough. What the advertiser needs is
evaluation of the delivered audience in terms of viewers of the commercial.
Johnson bases his thesis on the possibility that the longer the program, the more apt the
viewer is to wander away when the message comes.
A rating of 35 for a 90-minute movie may be exciting, suggests Johnson, but a 1-minute
commercial might have a much damper score.
Sponsors pretty soon may have to reconcile themselves to a more expensive
yardstick for measuring costs for 1.000 viewers per network commercial minute.
Vwm \ researchers cite these considerations:
(1) Program popularity is being diluted over the three networks, and (2) quality feature
films on local stations are beginning to cut into network viewing in some important markets.
Marketing note: Americans are spending $14-billion more on automotive items
than they are on food.
Car. accessory, and service station sales added up to close to $59-billion for the year end-
ing 30 June 1956, or 31% of a record-breaking $190-billion in retail sales. The food store
share was 24%.
Source: SRDS mid-year market estimates.
The current octane race among the big gasoline companies looks like a $25 to
850-million "educational" bonanza for advertising media.
Latest refiner-distributor to make a bid in the high-compression market is Cities Service.
It has cut loose with a S3-million budget to educate new car owners on the virtues of its
BOuped-up product. A major share of the outlay is going to the air media.
Others hammering at the same market are Esso. Shell, and Mobil Oil. Both Shell and Esso
now are selling three grades — geared for engines with different compression ratios.
Esty look two prizes out of the eight awarded this year by the RAB for the most
effective radio commercials.
Iln commercials that brought Esty the double accolade were Camel and Winston.
Other winners were D'Arcy (Budweiser), Ogilvy, Benson & Mather (Diamond Crystal
Salt), JWT (Ford), Burner! (Marlboro). Wesley Associates (Old Spice), and FCB (Pepso-
dent).
Some L50 station and network radio executives, agency presidents, advertisers, and trade-
paper people were on tin- jury.
10 SPONSOR • 3 NOVEMBER 1956
^ SPONSOR-SCOPE continued . . .
That "exclusivity" smoke that's been in the air all fall now is bursting into fire.
NBC TV tells sponsor that it is considering a change in policy, while CBS indicates it, too,
must take quick action.
"Exclusivity"' is the NBC and CBS practice of giving one sponsor's programs a half hour
interval of protection from competitors' programs. What has fouled up an originally well-
intentioned concept is that some companies — like P & G — are now so diversified that blanket
"exclusivity" protects them from just about anything, not only in their basic field (soap,
for instance) but also in such varied lines as drugs, foods, and even paper.
After sponsor's documentation last week (27 October) of the brewing trouble, NBC is
underscoring its efforts to make a change in the rule book. The idea will be to grant
protection on specific brands or lines — but not to a company as a whole.
A revision at this late date, of course, is not going to be easy. Those sponsors enjoying
"exclusivity" won't want to give up pieces of it willingly. So NBC is inviting interested
agencies to help solve the problem as painlessly as possible.
That something will have to be done, though, is a foregone conclusion. Here's why:
• Smaller advertisers think they are being pushed around, and
• The networks themselves are taking a beating in billings, by granting the big
fellows so much right-of-way on the airlanes.
CBS TV's sales chief, William Hyland, feels present policies are particularly rough when
it comes to selling such daytime participation shows as Arthur Godfrey and Garry Moore.
Says one CBS sales executive: "We're going to 'protect' ourselves right out of business."
In short, the forum for views, ideas, and remedies now is officially open, with the
two big networks all ears.
Watch out for those tv cowboys. They're riding and shooting up the network
range.
Latest ratings on the filmed westerns are enough to make Madison Ave. swallow its gum.
What's particularly embarrassing is that this rip-snorting performance comes just at a
time when the boots-and-saddle troupe was supposed to be on its way into the sunset.
No program category now averages so large an audience as westerns. Moreover,
every western on the networks at night has over a 30% share of the audience. Note these:
• ABC's western strip — Cheyenne, Wyatt Earp, and Broken Arrow — consistently
overpowers the competition on NBC and CBS.
• Zane Grey (CBS) last week had a Trendex of 18.6 as against Walter Winchell's 14.3
on NBC and Crossroads' 13 on ABC. (Zane Grey reruns cost an average of $37,500 a week;
Winchell costs about $60,000).
• Gunsmoke (CBS) is up to 26.4, as against 12.7 for NBC's Manhattan Tower spec
and 7 for ABC's Masquerade Party.
Tv apparently can't help coming to some observations that theatre men formed years ago:
for steady pulling power, nothing matches westerns.
National spot radio continued its spectacular upswing through September.
Sales for that month, as compiled by Price Waterhouse for the SRA, were $10,893,000.
That's an increase of 14.9% over the prior September.
For the first nine months of this year the total is $97,226,198, up 20.7% over 1955.
SRA reports that if national spot keeps up its current pace, 1956 is sure to be the best
frame ever.
Smart agency-client marketing specialists these days are coming up with a new
twist on the old helping-hand technique that's paying off for such experienced prac-
tioners as R. J. Reynolds. Basically, it's this:
Big merchandisers— notably the supermarkets — are trapped under such an avalanche of
products (and the paperwork that goes with them) that they are confused. They welcome
merchandising counsel. So agencies and clients are building up staffs of roving ex-
perts who freely give merchants advice, tips, hints, consumer know-how, etc. as a good-
will proposition. Usually, of course, it turns out to be a two-way street — the merchant
SPONSOR • 3 NOVEMBER 1956 11
SPONSOR-SCOPE continued .
returns the favor and gives the friendly fellow's products a play with shelf or floor space.
It's all predicated on the truism that advertising can't sell a product the consumer can't
readily find in a store.
Lux Theater's predicament may soon resolve itself into a crisis at Lever Bros.
Company has been unhappy for some time over NBC's failure to deliver a number of
markets that Lever deems important to welfare. Such as Pittsburgh, Toledo, Charlotte,
Binghamton, Champaign, Johnstown and Orlando. Aggravating pique was the decision of
WDSl - 1 \ . New Orleans, to replace Lux Theater with feature film.
Now comes the most discouraging blow of all: the "creaming" as one Lever executive
put it. that Playhouse 90 is administering to Lux Theater.
Latest Trendex shows Lever's prize program down to an average rating of 14.5, with
a 27.3 share.
Radio networks and sponsors have emerged exceptionally well from the
negotiations with AFTHA.
The new radio code, which takes effect 16 November, substantially grants the updating
of provisions which the network — with agency representatives sitting unofficially on the side-
lines— had asked.
What the negotiators wrapped up as sponsor was going to press is subject to final
approval by the union.
From the industry point of view it is quite a victory. Agencies had expressed the
view prior to negotiations that the code was a holdover from the days when advertisers
sponsored their own shows on radio. Today it's either portions of shows or participations.
Next on the negotiators' agenda is the television code.
Marlboro continues to expand its stakes on CBS Television.
The Philip Morris child has bought the last half-hour of Playhouse 90 (program cost
v '>''.000) and is negotiating for some day time.
Marlboro is supporting a share of the Sunday afternoon football game on CBS.
RTES, New York, has introduced a series of roundtable luncheon-debates
which should serve to throw light on the trend and thinking of the times.
Initial exchange took place this Wednesday on the subject of "radio networks: have
they a tomorrow?"
John Poor, MBS president, stating the network position, pointed out that the urgency
of Network radio news coverage was made more manifest than ever by the very unsettled
era we're living in.
Harold Krelstein, president of Plough Broadcasting, presented stations' side of the ques-
tion. He agreed that hot news is an invaluable network radio service, but in other respects
networks have not come up with programing, preferring to wait for advertisers to come in
with packages.
\ Park Ave. agency is sharpening its spear for the Old Gold account.
It's gathering media and general cigarette data to build a formal presentation. Whether
lliis i-- on spec or by invitation isn't clear.
Lorillard — of which Old Gold is still (by far) top brand — recently had a change of top
management. OG's association with Lennen & Newell dates back to '44.
For other news coverage in this issue, see Newsmaker of the Week, page 4; New
ami Renew, page 54; Spot Buys, page 57; News and Idea Wrap-up, page 60; Washington
Week, page 69; SPONSOR Hears, page 72; and Tv and Radio Newsmakers, page 76.
12 SPONSOR • 3 NOVEMRER 1956
WHB lirst all day and night.
Win: lirst 360 out of 360
quarter hours. In and out of
home, Mon.-Fri., 6 a.m. -mid-
night.
Latest
AREA PULSE
WHB first all day. Will!
first 263 out of 288 quarter
hours, l'.'i second place Vt '»,
none lower. Mon.-Sat., 6
i. in. midnight.
Latest
AREA NIELSEN
WHB first all day and night,
with 42.7% share of audi
ence. Will', first every time
period. Mon. Sat., 6 a.m.-
6 p.m.
Latest
HOOPER
Will', first all day with
\~i.i\' , of audience. Mon.
Fri., 7 a.m. (i p.m.; Sat. 8
a.m. (i p.m.
at WHB... 87% renewal
87% of WHB's 40 Largesi hilling local accounts in
1955 . . . have renewed in l!)."ifi . . . with several
contracts yet to come up lor renewal!
Sure, WHB dominates Kansas City on every national
survey. Sure. Storz Station music, news and ideas
attract Iremendous audiences -which in turn attract
advertisers. Bui it takes results to make local
advertisers come back for more. And WHB is
Kansas City's results station. So much so, that Will:
has a higher percentage of renewals for both local and
national advertisers than any other Kansas City
radio station. Talk to the man from Blair, or
WHB Genera] Manager, George W. Armstrong.
WHB
10,000 watts : 10 h s.
Kansas City, Missouri
•'
President:
TODD STORZ
nTTTTTTT
Today's Radio for Today's Selling
WDCY WHB WQAM
Minneapolis-St. Paul Kansas City Miami
Represented by John Blair & Co.
SPONSOR
• 3 NOVEMBER 1956
KOWH
Omaha
WTIX
New Orleans
Represented by Adam Young Inc.
13
NOW!
RADIO'S NEW
TRUMP CARD
BLANKETS AN
ENTIRE NEW
MIDWEST
REGIONAL
MARKET
KELO'S
NEW MIRACL
i
FT. TOWER
is anything higher?
Midwest's Biggest
REGIONAL Station
With Rates Local
Time Buyers Love !
Tremendous increase in pow-
er! Plus all-new programming
to match it! Keyed-to-the-
midwest music shows and
dramatic newscasts make Joe
Floyd's miraculous, far-reach-
ing new KELO your one great
regional market buy. One of
the Midwest's leading sta-
tions affiliated with NBC.
JOE FLOYD, President
Evans Nord, Gen. Mgr.
Larry Bentson, V.P.
Represented by H-R
Timebuyers
| at work
Maurice R. Bowers, media director at Galen E. Broyles Co., Den-
ver, has been buying one-minute radio announcements lately in
about 30 markets for Continental Airlines. Says Bowers. "In deter-
mining markets, times and the like, we place a great deal of emphasis
on audience surveys. At one time we were using television: hut
these audience survex s prompted
us to return to radio." In the
30 markets presently used, the
advertising budget is geared to
the revenue from each market.
"We have found five announce-
ments per week, used on one to
three stations, particularly effec-
tive. Similarly, electrical transcrip-
tions have proved a beneficial
means of reaching audience's. All
commercials are aired in the 7:00-
9:00 a.m. period, although we
occasionally spot announcements in the late afternoon, ' Bowers ex-
plains. By spring, 1957, Continental will expand to Los Angeles
and Chicago. Saturation radio will be used then. Bowers feels that
while most local media reps give him good service, radio representa-
tives particular!) excel in sales and servicing efforts for buyers.
keeping them supplied with latest information and availabilities.
David Youner, account executive at Carl S. Leeds. New York, feels
that an agency cannot perform its best service for a client if that
client is approached by stations with per-inquir) deals. "The main
service an agency can render is creativity," >av- Youner. "And
there is no opportunity for creative planning when p.i. offers enter
the scene. This practice is not em-
ployed 1>\ top nutlets. But where
it is in vogue, the agenc) cannot
c\ aluate media properl) . ^ ouner
explains that new-product adver-
tisers are usuallv approached in
these cases. Thev are advertisers
who may be prone to accepl what
o>tensil>lv sounds like a guaran-
tee. "It is m\ feeling, says he,
"that a testing method should be
worked out wherein these spon-
sors would be able to determine
before advertising what their markets are — at a low cost. Perhaps a
method similar to print media publicity tests would be effective. For
example. In sending introductor) material to ho]. In programs,
women's shows and the like, audience response might be a guide to
markets. Then, planned and creative advertising would step in
■ii iliai point and decide the -cope and methods of the campaign.
SPONSOR
3 NOVEMBER 1956
A new symbol—
a new sales force
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AN 3-0800 NO 3-S311
SPONSOR • 3 NOVEMBER 1956
L5
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CALIFORNIA
■^» Inquire of
ADAM YOUNG, INCORPORATED
obout this outstanding
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IG
Sponsor
Guilds delay release of late feature film
It is a little difficult to grasp the fact that a
full decade has slipped hv since Norm Glenn
put Joe Koehler to work as the first editor of
I In first issue of SPONSOR some 10 years ago.
I d winked with koehler on The Billboard, and
he spoke with great enthusiasm ahout the new
"'hook for which he was going to work. His
enthusiasm, as well as Norms was, of course.
thoroughly justified as the fact that SPONSOR has gone weeklj amply
testifies.
Congratulations to editor-publisher Norman Glenn, general man-
ager Bernard Piatt, executive editor Miles David and the entire
staff are certainly in order and are herewith proffered from a
columnist who is happ) to be numbered one of the family.
Ten years ago broadcast and telecast advertisers and agencies,
networks and stations et al had their problems but thej weren't
\n\ similar to those which exist toda\. Ten \ears ago actors,
directors and writers were making films in Hollywood and glad
to get paid what they were getting paid. Today their unions, the
Screen Actors Guild, the Screen Directors Guild and the Writers
Guild of America are all trying very hard, and will no doubt succeed
in getting paid additionally for those same films i at least those the)
were making around "48 and after) for tv usage. Newest wrinkle
tossed into the negotiations between these union folks and the
producers is that onh about one out of even six pictures made
around that time actually recouped their negative costs, let alone
showed a profit. The producers have taken the position that until
each film recoups its complete negative costs, no actor, director.
writer or other participant is entitled to an\ further payment.
Whatever such films earn from t\. say some producers, should
be retained hv the producers, at least until the full negative costs
are recouped. This twist might keep some of the post-l'M!', product
from becoming available to t\ advertisers and agencies for a \car
or more longer than was originally anticipated.
Ten years ago a few theatrical motion-picture exhibitors were
guessing that tele\ ision might hurt them at the boxoffice. \ while
back Frank Ricketson, head of the Nation Theaters chain of movie
houses I some 350 of them in over 20 states I predicted that O.OOO
Class "B" and "C" theaters would fold up in the next three years.
I mentioned in this space a Few inches hack thai film men were
pointing out that it is almost impossible for the average good picture
to make an) mone) these days; that more and more llolhwood
picture-making was trending toward the "War and Peace, "Around
the World in 80 Days," ■"The Ten Commandments" type of super-
spectacle. Similarl) ii seems, onlj a small majority of class exhibi-
tion houses 1"! showing this product will survive.
Producers and distributors of Hollywood-made feature films an
discovering thai the problem of damaged prints in smaller markets
often holds true in television just a^ it did and still does in the
theatrical exhibition held. With print costs going higher and
spoxson
3 NOVEMBER 1956
sonny- sometimes what you
dorft know can hurt you!"
"Made you a timebuyer, did they? Man of decision? Packing your head with
market data, availabilities, cost-per-thousand, smart scheduling angles, huh?
"Don't look so surprised," smiles Billy Reed, super-host at New York's Little Club,
"I know about these things. Why not, with all the big time-buying pros we get
in here? Your own radio-TV head, for instance. Wised me up yesterday on
something I never knew . .
"What? Well, it's no secret to the experts, I suppose. Couple of sure stations up
in Maine — WABI Radio and WABI-TV. Powerhouse combination . . No. 1 in
the hottest part of a state that's headed places! Nearly half a million customers
now, spending over half a billion this year, he says. You go making up any
schedules without WABI and WABI-TY, son, and it's back to the mailroom
for you!"
Might not be that bad, of course. But the oracle of The Little Club sure has his
facts right on radio and TV in Maine! What kind of shape are yours in?
AM
TV
... George P. Holhngbery — Nationally
Represented by: ■,„?■-_. », c ■ .
r ' Kettell-Carter — New England
BANGOR, MAINE
General manager: Leon P. Gorman, Jr.
,
Sponsor backstage continued . .
52.8%
AUDIENCE
SHARE
MONDAY thru FRIDAY
■
JOHN MATERS— NEWS DIRECTOR
WILS NEWS
On the hour
SHARE OF AUDIENCE*
7 A.M. -7 P.M.
WILS 52.8%
NET. STA. B 21.6°o
NET. STA. C 18.6°o
—ON THE HOUR AVERACES—
•LATEST SURVEY
C E. HOOPER, INC
1956
LANSING, MICHIGAN
MUSIC • NEWS • SPORTS
CALL
VENARD-RINTOUL-McCONNELL INC.
18
higher, this has become a real headache in both tv and theater
operations. Stations and theaters in many small towns, working
with inadequate equipment and poor personnel often butcher ex-
pensive 1'iinl- in one showing. Talking of prints 20th Century Fox
i- reall) going for tin- works in releasing the new KK is Preslej
film, "Love Me Tender." In order to saturate the market while
I're-lev is at his sizzling peak, the film company is making up over
600 prints rather than the 350 it is customary to order for a
picture. It's a safe bel that a number of these expensive Cinemascope
prints will be mangled in their first showings.
Ten years ago there wasn't, incidentally, anything quite like young
Preslej on the scene. Sinatra at his peak never approached this
gyrating guitarist when it comes to the fanaticism of his following.
nor for thai matter the size ol it. It is a simple fact that RCA \ ictor
had orders in the house from distributors for 1,300,000 of Presley's
new record, title tune of the aforementioned picture. "Lo\e Me
Tender" before the actual release date of the record. The deluge
of orders resulted from one performance of the tune on The Ed
Sullivan Shou and some disk jockev play of it thereafter.
How the disk jockeys came to plaj a record not yet made, let
alone released is something for station managers, and indeed adver-
tisers and their agencies to ponder. Quite a few jockeys took the
Presley performance of "Love Me Tender" on the Sullivan stanza
off on tape, and played it over their radio disk shows. In this
case no one sued, but you never can tell. A footnote on the incredible
degree of Presley's popularity : While orders for I ..'ioo.ouii copies of
"Love Me Tender" were pouring in. his current available record
"Don't Be Cruel" backed with "Hound Dog" was close to 3,000,000
in sales.
Campaign television badly handled
Ten years ago presidential candidates obviously didn't make
quite the use of television that President Eisenhower and Mr.
Stevenson arc making. I cant help, however, disagreeing with the
agenev and broadcasting brains behind both Ike's and Vdlai's
video campaigns as to their programing approach. There is one
Stevenson plug (live minutes I believe I in which he arrives at bis
l.iberlv ville farm, accompanied bv bis son and daughter-in-law. \ll
three are carrying large papei bags full of groceries (real <>r simu-
lated). Young Stevenson and his bride go into the attractive farm
house, while \dlai stands before the dooi and makes a speech, all
the while bidding the bagful of groceries. I believe this i> over-
doing the bil prett) badly. I'll bin the idea that occasionally \dlai
shops for his own groceries, bul il strikes me as obviously contrived
and |iboii\ thai he wouldn't unburden himself of the groceries
before making a speech. I think ibis type of carefullj contrived
hominess give- the words ol the speech an air ol being phony, no
matter bow sincere the candidate who utters them.
I had a similar feeling of phonj staging in the recent Republican
-bow where Eisenhowei answered questions from an audience ol
near-average citizens. The obvious manner in which each questioner
covered one important campaign issue (labor, civil rights, foreign
affairs, etc.), the glowing pro-Ike prologues lo each of the questions
seemed to me to rob Ike'- wonderfullj genuine and sound answers
of an) chance ol selling anybody except an alread) convinced
Republican. Moral: Staging and so-called "showmanship" in
political -bow- can easih be overdone. ^^
SPONSOR
3 NOVEMBER V)r>6
>-
J a
Qua
DtSD
G
Chicagoland
LIVE
radio
showmanship
Q0UU
Qn dq
D Di
a a DQQ
100
n an::
a n a d o
q dc:l
~ppp
,: j^u
DnanQu
a □ a a p a
DaaDQa
THE MOST SPONSORED AND THE MOST HONORED 9 MONTHS IN OUR HISTORY
J.'=^=1 l«ll llilHVi - . / £7 a .-* *■* mrv * .
WBBM-RADIO
ESTABLISHED 1922
^
RADIO
SPONSOR
3 NOVEMBER 1956
19
KKHG
50,000 Watts - 740 KC
Tulsa. - OKI alio zna t<
...Is WW the
GREAT
Independent
of the
Southwest.
#&/M6r OFFERS.
+ 10? PERSONALITIES.
*10VRATIN6S
+ 10^ COVERAGE
*TOP RESULTS
AND
A ECONOMICAL RATES
ask your BLAIR man
for thcMMWstory
KRMG
50,000 Watts- 740 KC
Tulsa -Oklahoma
49th and
Madison
10th anniversary comment
I'm delighted to congratulate you and
vour stafT on a real sparkling edition
of sponsor. If the first issue of the
new format is any indication. SPONSOR
certainly will he on the '"must read"
list of everj advertiser, radio-tv execu-
tive and agencyman.
1 took particular interest in your
lead piece. '"The agency return to tv
program control." It certainly does a
comprehensive job on an extremely
complex situation. This type ol on-the-
record discussion is helpful to the en-
tire industry.
It will be fun to be with you every
week.
Ken Beirn, president
Ruthraufj & Ryan
The weekl) SPONSOR is a magnificent
editorial accomplishment. It had great
depth, authority, scope, news, impact
— congratulations.
Sidney Dean, vice president.
M cCan n-E rickson
You've turned the trick. You've been
able to combine the traditional depth
(if coverage of SPONSOR with the time-
line— (il a 1 k thai includes news and
you ve done it in a most readable way.
I particular!) like the new news fea-
ture-, and especiall) Sponsor-Scope
and Spot Buys. Now more than ever,
SPONSOR should be the magazine that
radio ami u advertisers use.
R. David Kimble, account execu-
tive. ( ,ic\ . \ cu ) ork
< ongratulations on your making a pro-
1 1 ssh e step forward b) \ ing into
the weekl) held. I his is in line w ith
you] flistO] ic delei inination In |iin\ ide
,ui 1 \ 11 in. reasingl) useful publication
lm the fast-moving broadcasting in-
dusti j .
Rogei II. Bolin, manager general adv.,
II ■ stinghouse I let tm Corp.
You've proved yourself real newsmen
as well as experts with service articles.
Your first weekh issue i- a fine job
and vou can well be proud.
Channing Hadlock, dir. of radio
& tv, Rose-Martin. Inc.
Congratulations on the new weekly
format inaugurating sponsor's second
decade of service to broadcasting. The
rapid pace of our industry is most ef-
fectively covered in every category,
and "lm looking forward to the in-
formative scope of future i-sues.
Ed Benedict, radio-tv division,
Triangle Publications, Inc.
Congratulations on your weekl) issue.
It is not onl) interesting reading and
attractive looking, but more impor-
tantl) it li\es up to the promise you
made when you announced that
sponsor was in become a weekl)
magazine.
I. and many others, will surelv make
sponsor a weekly habit from now on.
Reuben R. Kaufman, president,
Guild Films. \eu ) ork
You are deserving of the deepest ap-
preciation of all broadcasters for the
many trul) worthwhile contril ulions
you have made to the growth of radio
during the past decade. Through
SPONSOR, you have performed an in-
valuable service in keeping radio out
In front. Hat- olT to J on and your
new weekl) on your loth anniversary.
F. C. Sowell, gen. manager,
WLAC, Nashville
Youi new weekh sponsor is a con-
siderable achievement. The appear-
ance and content sparkle. SPONSOR is
now a richl) sustaining name.
Jo Ranson, publicity director,
WMGM. Sew York
SPONSOR
'.\ NOVKMBKR 1 ')•")()
Misrepresentation corrected
On page 56 of the 15 October issue of
SPONSOR you have listed WIRL, Pe-
oria, as having Headley-Reed for our
station rep.
I hasten to assure you that we are
most pleased with the services of H-R
Representatives, Ine. — have never been
represented by Headley-Reed — and
contemplate no such change in the
foreseeable future.
James T. Butler, assistant
manager, WIRL, Peoria
WDZ correction
Here is WDZ, one of the oldtimers
from March 17. 1921, and on page 56
of your farm issue you have got us
down as WDL!
Just when we have a good chance to
capitalize on your wonderful produc-
tion, what happens but the call letters
are goofed . . . if \ou assure me that
the next time y ou print a farm issue
that our letters will be correct, I'll
forgive you.
Frank C. Schroeder, Jr., vice-pres.
and general manager, WDZ
KITE buttons up Texas
Just wanted to show you that people
really do wear "I like KITE" buttons.
For instance this picture of a KITE
reporter (that's me) and friend. It
Richard Nixon and Glen Krueger like KITE
was taken here at the Farmer's Market
on Nixon's recent campaign swing
through here.
Glen Krueger. promotion, News
KITE, San Antonio
SPONSOR • 3 NOVEMBER 1956
rule.
' other
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TV HOMES:
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1955 RETAIL SALES:
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COUNTY POPULATION:
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TV HOMES:
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1955 RETAIL SALES:
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(TOTAL AREA SET COUNT: 366,550
Yon arc missing half of the nation's 37th market0
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22
M'ONSOH
3 NOVEMBKR 1956
SPONSOR
3 NOVEMBER 1956
DAYTIME TV'S GREAT DILEMMA
How do you get more women to put chores aside and watch tv without
spending more for programs than daytime audience potential justifies?
I he main tiling that's wrong with
daytime television is that it isn't night-
time.
This is the collective lament of every
advertising agency and network execu-
tive queried by SPONSOR in its quest
for some of the answers to daytime's
problems.
Day is day and night is night and
never the twain shall meet except in:
1. The vivid imaginations of agencj
media men who tend to measure all
media circulation 1>\ the enormous au-
dience of nighttime t\ programing.
2. The eager calculations of the net-
work t\ salesman as he estimates hi-
end-of-the-year bonus for making
another million-dollar sale.
The division between daytime and
nighttime is far more tangible than
the chime of six hells between ~>:V)
by Jane Pinker-ton
and 6:01 of an evening.
The No. 2 media man at a big
"soap" agency, with long experience in
the daytime radio field and in selling
to housewives, says agency people and
clients have "set up an unrealistic
frame of reference" in evaluating day-
time t\ .
"They know nighttime tv killed
nighttime radio and they figure day-
lime l\ should he doing the same to
daytime radio. They talk in terms of
daytime tv gaining the same circulation
and sets-in-use as daytime radio, which
more than likely will never be the
case.
These comments reflect some of the
realistic limitations of daytime l\.
Its audience is iargelv comprised of
housewives and children, and it always
will he. Housewives have many de-
mands on their daytime hours — wash-
ing, ironing, cooking, shopping, clean-
ing, baby tending — and they always
will have. Entertainment, of necessity,
has to be sandwiched in.
But there are other built-in limita-
tions to daytime l\ which the industry
it-ell ha- cori-ti in ted. It ha-n I found
a program formula which will attract
new. non-viewing women during the
daytime hours and it hasn't been able
thus far to induce housewives to stick
with t\ throughout the day. Women
are skip-watchers. Thej tend to tune
in during the late afternoon hours and.
to a degree, during the noon hour if
thej take a lunch break.
Television has to develop daytime
programing and to surmount and
create new programing which will pull
in audience- but which doesn't have a
SPONSOR
3 NOVEMBER 1956
23
include: circulation,
oportforfafgrcosts, unimaginative shows,
inept selling, inadequate research, inertia
yr
prohibitive, nighttime price tag on it.
Onl) new programing will create
new audiences and intensify t fn- atten-
tion of current ones. \nd onl) then,
when audience size and frequency of
tune-in are implemented, can daytime
tv become the sought-after advertising
vehicle for which it has such great po-
tential.
There'- mi ua\ the television indus-
ii\ can gain a large audience of males
in the daytime. But there are man)
ways it can find solutions to the dilem-
mas of programing, circulation, costs
and advei tisei interest.
That interest needs stimulation. Here.
in point b) point form, are some of
the reasons why, as reported to spon-
sor by top agenc) executives and l>\
network television people themselves.
1. Daytime television lacks cover-
age.
Vgency executives, checking their
latest Nielsen pocket pieces, note the
vivid contrasl between such nighttime
circulation as 17 million homes foi
I d -ullivan and 14 for I Vi rv Ctniio.
and the daytime totals of about 1.2
million homes for Today, with the top-
circulation daytime program getting
about three million.
In rebuttal, the circulation of day-
time television is described graphical-
l\ in those same nighttime tv and day-
time radio terms by the Television
Bureau of Advertising in a September
presentation.
It contends:
In the morning, before noon, more
homes now regularlv view television
than watched evening television three
years ago.
\nd, more families view daytime
television in one week than listen to
all radio, day and night.
During a typical week, reports TvB,
'<!'< of all television homes regularly
view afternoon television for an aver-
age of 11 hours weeklv. and more than
70'. of these homes tune to morning
tv an average of five hours per week.
2. Costs are too high.
Ad agencies inevitably compare the
cost of daytime radio and daytime tv.
and the discrepancy, <>f course, is as-
tounding.
Bryan Houston, terming daytime tv
"more amusing than radio if vou look
at it!' . says toda) it is "'about half as
effective as daytime radio in 1()47 in
terms of each dollar spent."' He esti-
mate- radio costs about 60$* per
1,000 homes, "'the onlj advertising
which is cheaper today than it was five
J ears ago."
Another agency executive, represent-
ing a top-flight 1 \ agencv which main-
tains oflices all across the countrv. sa\s
he gets daytime costs of $4 to $5 per
1,000 people, compared with JiOc or
90c* from radio.
\\ hat do the network- -av in answer
to this?
The) claim the proof is in the sell-
in-, and the final judgment as to worth
of an advertiser's daytime tv invest-
ment must come from him after he's
analyzed his sales.
Max Tendrich, vice president of
Weiss & Geller, New York (atv. terms
the medium "perfect for the advertiser
who has a product pitched to women.
And Harold Fair, vice president in
charge of radio and tv for Bozell \
Jacobs. New York, points to his agen-
cy's "very careful"' purchase of dav-
time periods for Mutual of Omaha.
The media decision was based "on the
abilitv to sell insurance to the people
who buv it. and we find that ver)
often the housewife makes the initial
decision to buy it." His determinant:
"a very basic consideration of who
buys the product, and can we reach
them?"
3. Housewives listen, hut the) don't
EXPERIMENT in daytime is I Hv T\ re-
run "I "l<l Our Miss Brooks series
\dvantage: lii^li quality oi dim
production, low cost i" the advi i
EXPENSIVE Matinee Theatre represents
one of NBC TV's programing efforts i"
build up daytime audience ^iili live
houi l"HL' aftei i n <li amal ii production
PERSONALITY like Garrj Moore will
always have strong appeal for house-
wives. Networks need to find and <\r-
velop these unique individual performers
24
SPONSOR • 3 NOVEMBER 1956
watch uliats happening <>n their sets.
Advertisers feel their daytime prob-
lem in reaching the housewives is t un-
fold: (a) The) want more housewives
in homes with t\ to tune during the
daytime hours, and (b) the) want the
woman to watch instead of listen.
Agenc) people, and some network ex-
ecutives, have more than a lurking
suspicion that women have an under-
current of guilt feelings when they
amuse themselves with tv during the
da) .
Says one agency v. p.: "We think a
lot of women somehow feel remiss in
their responsihility as a household
worker if they bypass dusting in favor
of Godfrey." And a network sales
executive says "This guilt complex is
the higgest factor we have to hattle."
ARTICLE IN BRIEF
Daytime tv isn't delivering enough audience.
One of the solutions is to develop strong
programing and more of it. Yet money is
limited, and money isn't always the answer.
Some of the most expensive shows have fallen
flat. Meanwhile, some advertisers feel day-
time tv is overpriced although many have
learned to use it successfully. One prob-
lem: salesmen haven't learned how to sell.
Buyers say television is still a seller's market
Guilt or no guilt, the housewife is
busy with chores during the day —
and always will he. That's why she
has a tendency to listen to a signifi-
cant portion of daytime tv shows, keep-
in- an ear cocked for a \ isual portion
-lie dorMi I want to miss. 1 1 an) thing,
one network man said, she's more at-
tentive listening than she would be
merel) viewing because she doesn't
want to miss anything.
Other observers feel that the house-
wife, no matter how- burdened down
with chores, will arrange her schedule
to see the shows which she considers
"musts" — and that nothing will derail
her from this goal. The problem here:
what kind of programs are "a must"
for her?
4. Daytime tv programing is medi-
ocre.
One agency man, commenting on the
eternal whirling and shifting of dav-
time i\ network schedules, and "I the
revolutions "I their companion affili-
ates during the same -pan of hours,
figures the onl) program combination
which will | hi 1 1 in new viewers is "Clark
Gable starring in ) oung Dr. \lnlone."
The tried and true formula- foi day-
time are enduring, and "what we need
i< more ol the tried and true, as well
as some brand new program ideas,"
says one agency media and merchan-
dising director.
Another radio-tv v.p. of a large
agency said: "It's cost us a lot of
money to learn the obvious: the house-
wife wants entertainment and escape
from her problems. This shouldn't be
{Please turn to page 44)
MB I -__Zj
SUCCESSFUL daytime venture. Mickey
Mouse Club, zoomed afternoon tune-in to
ABC TV because of appeal to kids. But
some moms "hear" it : and others watch
DAYTIME'S STRENGTHS & WEAKNESSES
Strengths
1. Daytime tv costs half as much as nighttime, allows ad-
vertiser a third more commercial time per quarter-hour.
This leaves more time for demonstration, gives impact
2. More families watch daytime tv than watched night-
time three years ago. More families view daytime tv in
a week than listen to all radio, daytime and nighttime
3. It reaches the younger housewife, frequently and reg-
ularly. She is greatest prospect for advertisers because
she has more money, more children, and buys more goods
4. It offers advertisers an opportunity to reach young-
sters, tots and teens alike, and they have significant say-so
in determining brand selection before purchase is made
Weaknesses
11. Coverage is limited to housewives and children, and
always will be. Daytime advertiser misses 19 million work-
ing women, males. Daytime will never have reach of night
2. Time costs are high, compared with high-circulation,
low cpm of nighttime; low-circulation, low cost of radio.
Dav, half the cost of night, doesn't get half its audience
3. Programing isn't up to nighttime standards, and main
network hours are unfilled. Clients want qualit) shows
at a bargain price, tough nut for the networks to crack
4. Ratings are down a^ new shows enter the tv picture,
and audience gains aren't enough to offset drop. Con-
tinued loss is inevitable until additional audiem i - come in
SPONSOR
3 NOVEMBER 1956
25
HOW WRONG ARE YOU
ABOUT RADIO TUNE-IN?
There are a lot of popular misconceptions about radio audience
around the clock. Are some of these influencing the time you buy?
I he morning, noon and night pat-
tern cl living generallj attributed to
the American famih has In its mo-
iiotdiiv given rise !■> numerous mis-
conceptions about it- habits includ-
ing its radio listening habits.
"So w ho listens at night ? ' a time-
buyer ma) a>k. or, "'Win should I
shoot for housewives in late afternoon
with nobodj but teenagers there?
Some nf these beliefs ma) I"' upset, or
at least modified, In a look at the
day-long chart on the facing page.
\ eteran timebuyers who have seen
over the years mam beliefs exploded
predict thai in a yeai from now there
will be some radical changes in re-
gards to what arc preferred time -lots.
This chart has a sample hase of
65,000 personal interviews conducted
In Pulse during January-Februarj
1956 in eighl major markets: Chicago,
Detroit, Philadelphia, Columbus, Mi-
ami. Pittsburgh, Seattle and Dallas.
Out-of-home listening accounts for
about 259? of its totals.
It was prepared In the research de-
partment of John Blair & Co., New
York, as a part of i l - spot radio pres-
entation, and has proved to be the
most popular single slide.
"W e ve had a lot of requests for
just thi> (hart." says Wells Barnett.
istant to John Blair, "and what
sti u< k me as significant is that most
were from sponsoi - w ho are i oming
hack into radio. Since such sponsors
have revised their thinking on radio
over-all, the) are probabl) read) to n
v ise it regarding audience composi-
t ion.
W hat were -cine o| I I n i i I In ,11- III -
about radio, and whal doe- tin- chai I
<lo to disprove them?
ifternoon fallacy : From 3 to 6
pan. i- no lime to reach housewives,
believe, because thai audieni i is
mostl) teenagers and kid-.
W lule ii i- 1 1 ue that dui ing these
hours the advertiser will reach more
teenagers and children than at other
times, this "under 21" audience will be
far outnumbered In housewives. A
look at the chart shows that almost as
mam women can he reached at 5 p.m.
than at the more highly-favored 8 a.m.
The bars in the chart are divided into
ipiadrants — one for each categor) ol
listener: men. women, children, teen-
agers. For example, at 5 p.m., out of
ever) 100 listeners. 51 are women with
nearl) 2')' , of sets in use, while at 8
a.m.. 57 of even 100 listeners are
women with nearly 30' < of sets in use.
II \ <>u strike a comparison between
housewife audiences at 7. 8 and 9 a.m.
versus 3, 4, and 5 p.m.. it will be ap-
parent that there is virtual!) no differ-
ence. In both segments, sets-in-use
average about 28%. In the early a.m.
block, the average women's audience is
58 out of 100 viewers against 57. 0 for
late afternoon. Teenagers represent
onl) 12' ( of all listeners at 5 p.m., a
relativelj small audience compared
with housewives.
So it's well not to abandon late
afternoon to the youngsters. The)
are outnumbered even 1>\ men i31'j
of those tuned-in at 5 p.m. are men).
Morning fallacy: The time to get
the housewives is at 9 a.m.
Take a look at the chart, if that's
what you think. \t 2 p.m., you will
reach just about the same number of
housewives as you will at 9 a.m. and
considerably more than you will at 7
a.m. when, with approximate!) the
same number of sets-in-use. the woman
audience is less l>\ 23' i .
One thing demonstrated In the chart
is the fact that the housewife audience
is a strong block throughout the lis-
tening day. At onl) one time — 11
p.m. — are they passed, and then but
slightly by the men (48 vs. 47%).
Nighttime fallacy: Since tv first
made inroads into net radio, night ra-
dio has been regarded bv main as a
rather weak buy. Stations have low-
ered evening rates and come up with
special nighttime - daytime package
deals, hut still a lot of sponsors have
been afraid of the dark. Another look
at the chart should point up the fact
that nighttime radio is a solid buy.
One-minute quiz for timebuyers
In each of the questions below you have a choice of three answers.
I din right rales you <i radio I'll. I). In<l no peeping tit the chart!
1. W hat percentage of the radio audience at 4 p.m. are teenagers?
(a) 28',. (hi 12',. id 31%.
2. Whai percentage ol the radio audience at I p.m. are housewives?
ia i 58%. (b) 47%. (c) 33%.
3. How mam hours a da) are radio sets-in-use over the 23', mark'.''
(a) 12 hrs. (b) 8 hrs. (c) 6 hrs.
4. \i which ol these three hours does radio reach most housewives?
(a) 1 a.m. (b) 5 p.m. i c i ,"> p.m.
5. Whai percentage "I the radio audience at (> p.m. are the men?
(a) 1')',. (hi 20',. (c) 38%.
ANSWERS: (o) 5 -(q) <\ -(b) g '(») g "<«| M
20
SI'ONSOH
3 \o\i mhek 1956
8 9 10
MORNING
11
2 3 4
AFTERNOON
8 9
EVENING
10 11
AUDIENCE COMPOSITION and percentages of sets-in-
use (in-and-out-of-home combined) arc shown in chart pre-
pared h\ John Blair \ Co. research dept. from Jan-Feb. '56
I'ulse — I in I > in eiidil major markets. Figures in bars repre-
sent people. Example: at 7:0(1 a.m., 12 out of ever) LOO
listeners arc men. Full height of bars shows sets-in-use
Let's reall\ compare it with that
much - in - demand morning block
around <" a.m. The fact is, that in or-
der to get prime availabilities there,
the sponsor often bins announcements
from (> through 9 a.m.
Sets-in-use during this period i with
an 8 o'clock high of nearly 30% to a
low at () of about 14' '< ) average out
at about 25' , .
In the evening, between 6 and 9, the
sets in use average is about 22.7%.
Some buyers are now taking another
lone look at evening time — and rates.
Male audience fallacy: "We want
the men. so we want early morning,"
is a frequent request from luners.
Once again, win not reach them in
the exening'.-' The 6 through 9 blocks
both morning and evening were al-
read) shown to be not too far apart in
sets-in-use.
Furthermore, an average <>l the
breakfasting male VS. the carpet-slip-
pered male actualb shows him to be
more in evidence in the p.m. i Id.V ,
of those listening from 6 through 9
p.m. are men against 34.595 from 6
through 9 a.m. I Also, note tli.it a
greater percentage of men listen at all
hours than do children or teenagers.
Many advertisers will find main
things in the chart, depending on what
the) are hoping to find. But its real
value is that it serves as an indication
that things arc not always what the)
seem. In the hey-da) <>l net radio,
chain-breaks at night were the favor-
ite bu) . Toda) il is mornings. W hat
will it be next year? When the pen-
dulum swings, the cage) sponsor will
have anticipated the pendulum. ^
SPONSOH
3 NOVEMBER 1956
THE TOY COUNCIL'S TELEVISI
It's unique combination of national level film techniques with local level impact.
All this plus human interest, integrated commercials. Budget: $1.5 million
I elevision and toys go together like
Christmas and Santa Clans, but it took
a lot of pioneering In tlie Toj Guid-
ance * ouncil to establish this fact.
Tor throe \ears. the Council lias
been yammering at its manufacturer,
wholesaler and retailer members that
television was the new and demonstra-
tive ua\ to show tlieii wares to the
\oung ir\. Trior to 1954, the biggeM
advertising and promotion expense in
the t"\ industrj was for direct mail
catalogs. Then came the big change:
In 1954 the Toy Guidance Council,
comprised of some UK) leading Ameri-
can to) manufacturers. 29 wholesalers
and 2,500 retailers (largel) indepen-
dent to\ stores, operating all year
'round), surveyed the television pic-
ture nationally from its mid-Manhat-
tan headquarters in New \ ork. The
■ •nil nine of tlii- surve) : the ("ouncil in-
vested $1 million in television partici-
pations in III cities for a Chri tmas
campaign.
I his reason, in its third |ire-( Christ-
mas push. TGC i- mounting a $1.5
million all-tele\ ision campaign.
The Council i> unique in concept, in
its status as a vertical trade associa-
tion which includes all elements in the
to\ industry and in its television ad-
\ ertising.
Most unique is its programing. The
Council has invested $250,000 in Toy-
land Express, a quarter-hour film show
produced under TGC direction which
stars ventriloquist Jimmy Nelson and
his inanimate pals. Last year, the first
edition of Toyland Express starred an-
other ventriloquist. Paul Winchell. and
was telecast in 60 markets. The goal
for this year is between 80 and 100
markets with 50+ set at this point.
The number of markets in which
the show will be seen depends on how
many TGC member stores wish to par-
ticipate in the program. This is an-
other unique feature of the Council.
\\ ho pays for the tv advertising?
Direct payment is by TGC, which
finances the film program, and by local
retailers, who pa\ for the time charges
and who also pay TGC for their over-
all advertising participation. This in-
cludes promotion and merchandising
aids. Indirectly, all members of TGC
contribute to the revenue pool from
Toy show solves retailer tv problems
Jimim Nelson ami friends, c, stars of Toyland Express,
have aided To) ( "iiikII iii solving many sales problems for
to) retailers. David Tayloi Marke, I. educational direc-
tor ol • ouncil, and \lel\ in I'leinl. r. president and foiind-
.i ..I 18-yeat "Id organization, sec the TGC-produced kid
show a- answei to getting national calibre program for
sponsorship at local level. Other plusses: supervision of
buying leads to bettei time periods, shrewdei lm\-: com-
mercial lime allow- tin local retailer identification, dem-
on ol eight toys each program in integrated cop)
' illllllllllllllllllllllllllllllllllllllllllilllll
which the $250,000 for the tv film was
taken.
It works this way.
Local toy stores, usually operating
all year around rather than merely
during the pre-Christmas buying peri-
od or as a department store section,
participate in sponsorship of Toyland
Express on their local station. No
more than 12 stores can be mentioned
in any 15-minute show. If more than
12 stores want to co-sponsor the show,
the Council requires them to run the
film series twice.
Local toy stores choose their own
station and time schedules to suit the
character of their own community and
the customs of the people in it. The
Council does the actual planning of the
tv campaign. The buying is super-
vised by its New York agency, Friend-
Reiss.
"But the local dealer is the sponsor,
and we work on his recommenda-
tions," says David Taylor Marke. di-
rector of educational activities for the
Council. Marke also appears in each
of the film shows, describing the role
toys have in development of the grow-
ing child and pointing out specific
educational advantages of each of the
Prestige toys as it is shown.
Both the format of the program, with
its integrated commercial and the mar-
ket-to-market buying pattern, make a
filmed show "a natural ' for the Coun-
cil, Marke sa\ s.
"We can turn out a quality film of
network calibre for use by our local
members, and it's the kind of program
the\ could never afford to develop or
In sponsor themselves. This wax. tlie\
get the program for little more than
the time charges. These are minimal
for anj of our stores, because the cost
is split as many as 12 ways for par-
ticipating retailers."
Jinum Nelson, and his Damn
O'Day, lliiniphre\ and Farfel char-
acters, reign over Toyland. At the
opening of the show, child models ride
the Toyland Express to \isit the play-
room in Toyland. The) pla) with
eight educator-approved Prestige to\s.
2::
sro\s<m
3 NOVEMBER 1956
OCK-BUSTER
What do tlie retailers say about the
TGC television effort?
S. W. Ludwig, Ludwig's Auto Sup-
ply. Overland. Mo.: "Our tv tie-in has
been of great help. We earlier had
been hoping for the season to end with
about the same amount of business we
had done last year, but we have shown
a 20' < increase up to now (early De-
cember I ."
E. W. Ness, The Nursery Nook,
Charleston. S. C. : "We are very
ARTICLE IN BRIEF
Toy Guidance Council uses tv to back up
members all over U.S., produces own film
show for local telecast. Current budget: $1.5
million for "Toyland Express" and time on
hoped-for 100 outlets. This is gain from 40
cities in '54, 60 in '55. Quarter-hour film
show series includes toy demonstrations by
children, mentions for 12 participating local
stores which select the time and the outlet
pleased with results. It is very gratify-
ing to hear customers talk about our
show, and today I heard two boys say
they had to hurry home so they
wouldn't miss it. I can attribute a
good part of my business to the show."
Ray Hohnstrone. Arthur's Toy Shop,
Fresno, Calif.: "It's a little early (No-
vember) to know the exact value of
my I participation). I can definitely
state that some unknown player has
sneaked into our backfield with the
right signals because both stores are
going great guns, and we are growing
weary but very happy about the whole
thing!"
TGC retailers like to buy tv time
any day of the week, and any time
when youngsters are likely to be watch-
ing. These times tend to be Saturday
and Sunday, and weekdays from 4 to
(». Stores try to get adjacencies to
children's shows, and to set up block
programing periods.
Arthur Taylor, vice president of the
Toy Guidance Council, and Melvin
Freud, founder and president of the
18-year-old group, supervise develop-
ment and integration of the $1.5 mil-
lion tv advertising program. ^
HEART of show's appeal i- waj youngsters play
rcflfrpftTCi
HOW TO
A sample chapter
from the hilarious
and helpful new hook
hy former adman
Shepherd Mead, with
drawings hy Claude
Advertising, you'll discover, is not only crowded; it is cluttered
GET RICH IN TV WITH
'Api SON *ei(
^^lirn/in ,/ Mead, author of "Hon to Succeed in Business
without Really Trying, again blueprints the road to fame
and fortune in his neu book, "Hon to Get Rich in Tv with-
out Radix Trying. ' A former B&B vice president, lie ex-
plores every avenue mostly Madison. The excerpts belou
are reprinted by permission from the publishers, Simon and
Schuster, Yen York. Copyright 1956 l>\ Shepherd Mead.
Lei 11- sa) thai you arc a \ouni; collect' graduate of in>
special talent or ability. Should you join an advertising
agenc) ?
Yes, l>\ all mean-, it you < an. Wall Street max lia\e been
good enough for Father, luit Madison Vvenue is for you.
Here is where you will find the money.
Man\ will tell you thai the ua\ to start in an agenc) is
in join the mailroom. I hi- i- no longer true. Not onh
i- tlii- hard, menial work, hut it is now almost impossible
to find. Ml major agencies have long waiting lists foi
mailroom jobs. Vmong the name- on these lists will be
those of young men who were taughl no trade in their
youth and are til onl) to be account executives. And after
years of waiting, their limited dreams ma\ come true.
I speciall) d the) have friends in high places.
II \iuii aim i- higher, your goal farther, you will choos
the easj Media wa\ to the top.
First spend a few hours skimming through a Standard
Rate ami Data book, a reference volume containing figures
mi circulation, station coverage, and advertising rate-. It
i- available al large public libraries.
I hen choose am large advertising agenc) and go direct!)
to the Media department. Make it clear thai \"ii are selling
neither time not space. Someone will see you quickly.
"You von want to join the Media department? he wd
ask.
(This lm\ neve} happened to him before. It a ill tali
SPONSOR •
3 NOVEMBER l'>"
A cost-perl .OCO of two dollars, or one-fifth of a cent per viewer
[ALLY TRYING
him a moment to absorb it. I
"Yes sir. I've thought it all over. This is the core, the
axis, \ou might sa\ . of an agency."
"Well, of course, Mr. . . . uh . . ."
"Bratt, sir. Chester Bratt."
"Of course, we here in Media know that, but we didn't
think anyone else did."
"Fools, sir. fools! What's an agency without low cost-
per-1,000? And where would that he without Media?"
Soon you will have a desk of your own, surrounded 1>\
maps and figures. Let the beginning account man buv his
own frugal lunches. You will be eating at the best places
at the expense of time and space salesmen.
Rise through the ranks
If dull figures bore vou, have no fear. You will soon
be going on to better things.
You will discover quickly that you are surrounded by
men who like figures — earnest, dependable fellows used
to working long hours. Let them.
"Poor Frornm, been working day and night to get up
the spot schedules, sir. Told him I'd take over.""
"Good boy, Bratt."'
"I'm just making the basic recommendation.
"Didn't Frornm make that?"
"Good try. Bit too close to it. And realb exhausted,
poor boy. Took the Libert) of telling him to run along
home."
"Who'll present the recommendation to the client?"
"I boned up on the whole thing, sir. Popped in at se\en
this morning. {This is a figure of speech. Sign an)
number on the receptionist's pad when you arrive at 8:45.
"Seven is good. "Six ' strains belie), ami "lire" mm cause
laughter.) "Maj be a blessing in disguise. Shak\ figures
call for a forceful presentation."
Make the presentation and do it dynamically. No one
else in the Media department will be able to do it halt so
well. Media attracts quiet, scholarl) types, reluctant to
speak to large groups.
Don't claim credit for all the work. Remember that an
agency is a team, working together.
"That's quite a job you did. Bratt."
"Not all my work, sir. Got to give credit to m\ boys,
who stuck with me in the small hours."
I No need to name them. Note use of "rny boys." They
will soon be accepted by management, which has only a
vague idea of the Media department, as your assistants.
You will win many friends in the department. I
"Good of you to pinch hit for me. Bratt. Hate to do that
sort of thing."
"No trouble. Frornm! Enjoyed it! Oh. in the meeting
the client raised a question about minute-spot availabilities
in the Denver district. Get up a list, will you?"
"It's a lot of work, you know."
"He knows! Have them on my desk at nine tomorrow,
right? "
Media needs men like \ ou and you will soon be in a
position of responsibility and authority. It is up to you to
go on to better things.
From Media to programing via ratings
You are now ready to make your move.
Your only real chance to grow will be in the direction of
programing. If you are determined to be a leader, this is
the best and richest way to lead.
First, establish yourself as a shoivman. You cannot do
this in television until you learn about ratings.
In the theater and in motion pictures, success is measured
at the box office. In television it is measured in $ per M. or
cost-per-1,000.
These cost figures are obtained in many ways — by tele-
phone surveys, door-to-door calls, and recording gadgets
attached to a sampling of sets. They are always accurate,
and alwa\s a perfect wa\ of proving a point. Keep this fact
in mind: if you want to reverse your field and prove the
opposite point. \ou can always quote another equally accu-
rate source with an entirelv different set of figures.
A program that has 30 million viewers — not an unusual
figure — and costs $60,000 for a half hour — also not unusual
— has a cost-per-1,000 of two dollars, or one-fifth of a cent
per \ iewer.
As a Media man. your entering wedge into programing
will he the small local program. For example, an account
executive ma\ need a little extra television advertising in
a certain city.
"Uh. Bratt. see if vou can pick u> up a few minute time
spnt> in Joplin for December and January.
"In Joplin. Fred? Be a miracle to find one there before
midnight.
"I just want results. Bratt.
"^ null get em. bo) .
It i> always good t<> make the task seem difficult. Nose
around a hit with station rep-, check over ratings, and find
a popular local program.
SPONSOR
3 NOVKMBKR 1C56
:n
HOW TO GET RICH
■ ti> believe, Fred, hut
1 bought ti- a program. Costs us
re than spots." [This aill often be
n local marl.'
Bratt."
"Don't bother mir programing | ><■< >-
pie about it. Ill just keep a weather
on it in\ self."
lualh accumulate a dozen
<if these little shows in various parts <>f
tin- country. Each will 1'iuk ii j >« « 11 Mm
as it- master, since you will be it- < >nl\
■ • \ 1 iiiiI.k t. I ake a sw ing around
the country occasionally and give them
the benefit >'f \ our thinking.
Hu\ .1 good stop watch. It will !'«•
\ mir badge • il authoi it\ . No need t"
understand all the little buttons and
dials. Just Irani to click il with an
authoritative snap. I In- agenc) man
\% h< > can snap a stop watch, shake his
head sadl) and sigh will be respected
evei \ w here.
Stud) the ratings 1 arefull) . figure
youi cost-per-1,000 and replace the
lowei "in'. « » f the programs frequent-
ly, I tu \ tried-and-true ideas when-
evei possible. Leave experimentation
and pioneei ing t" othei -
Before \ ou know it \ mi u ill \\&\ e a
• ! stable of programs. Begin t" lei
your agenc) executives know ulu> is
responsible.
SHEPHERDMEADALOX
1 ■ \ author
" I houghl \ mi might like a look at
iln -. rating*, I red.
I hirty-two poinl 1
• 1 \ iin|iii Bratt."
H I1.1I I . ould, I I'd'
I notice ii outpulis oui national
nk'l l>\ two In Hill'.
You I. mm In knows. ) "» tent him
the <l<i\
I 1 1 d
I didn 1 bothei oui j >i « ■< J u« tion
geniuses with it. Just kinda nursed it
along myself."
■• Ml bj yourself, Bratt?"
"] ■ - I red. Don't misunderstand
inc. I'm just a hardheaded busii
man with a little showmanship. I m no
artist like cur production people.
Showmanship" is always a good
word to (ii>j>ly to yourself. " trtist" is
a dirty icon/. 1 '* \ll I'm interested in.
I red, 1- the little "Id 1 ost-per-1,000."
/• 1! it 5 all hr cares about, too. 1
Vftei tin- happens five or six times
you will I"' transferred I" the televi-
sion programing department a- a j • r« ■-
ducer. Your salar) will now In- about
100 I" $10, 1 a year.
1 on will now have real authority to
buj and supen isi mi- mi a na-
tional level. Tin- actual work will be
done b) others, the people at the
outside pi "dm ing companies. I he)
u ill l""k t" \ mi foi guidance. Give it
In tlirni.
"'Did \mi want to see 11-. Mi.
Bratt?"
"Just l""k at that Trendex rating!
Down 1.2!"
"Yes, sir, Imt opposite us last week
wa- '•
"No ex< uses! Youi < ontract's up for
renewal in three week-. Gel thai rating
up m else!"
I hi- should take onl) a -mall part
"f youi working day. The resl "t the
lime should In- spenl i ni| >ro\ ing youi
position in the department. There will
be man) othei producers like you, and
ii i- up i" \ mi in 1 ise above them as
quickl) a- possible.
Everyone has ideae
Remember thai television is for
everyone, and everyone has ideas
about it. Listen to them all. and espe-
1 tall) i" the older, graj ei heads.
"Know you're awfull) bus) with
board meetings and all. sir, hut I won-
dered if you < mild let me have -mne
"f your thinking mi this new show."
'< Mi. iih. glad t". iih
Bi ill -11. 1 hel Bratt."
"\"|i"d\ asks me an) more. ^ mi
remembei thai Songs <n Twilight show
we used i" do mi radio? I hal wa
yeai -.hen I »,i- jusl ,1 vice-
president."
\\ hal .m i.l. I ertainl) pays
i" ' hec k the real brains around here!"
I" ineimi- with youi stockpile "f
ideas. Share them with youi col-
■ abl) \ mil supei iors.
"Oh, \\ il-mi. :•"! |ii-l the thin
that new Briskit -how. Mid. confi-
dentially, it's the Old Man's idea."
""Thank-. Bratt, bo) ."
"Songs at Twilight. Though] you
might want Mann) to kick it around.
Hows about they play this schmaltz)
tune while Buddy takes the whipped
(ream and whopl right in the ki-sei !
"Old Man- idea, bub? We'll throw
il mi the wall and see if it sticks, kid."'
Be well informed
The offices of the rating ser\ ices are
full of lovel) girls who have time mi
their hands. Be friendly with them.
The) w ill he grateful to you.
"Mr. Bratt? Oh, Chet, honey, I just
die figures on \<mr new Twilight
Quiz."
■"( Jood, darling.
"Strictl) QT, hasn't been t\ped up,
even! Wont" he out for 48 hours!"
"Won't tell a soul."'
"Prett) awful grim, honey. One
point five.
■"Hue point five! They were count-
ing mi 11!
"\\ hen can 1 -ee \ mi. Chet, hollex '."
"Soon, baby, -"mi. Thanks a mil-
lion. Ill call \ mi."
Give credit where credit is due
Ml around you will be people who
are grabbing credit and claiming ideas
as their own. This may be helpful on
a short-term basis, but for the long
haul the man who gives credit where
il is due will win out in the end. Be
genermi- and \mi will he appreciated.
" Ml goes I" -h"w you, sir. I'd have
staked m\ reputation that the Twilight
Oui: idea basicall) sound, you un-
derstand simpl) wouldn't work in
this time slot."
"■\\ ouldn'l work, Bratt?"
"1 d have -aid -o. sir, but m\ boss
\\ il-mi wenl right ahead, spending
money, withoul regard for the conse-
quences. Take- real courage got to
give him credit. If it pays off — "
"//, Bratt?"
"Il could pro\ e nie \cr\ w long. sir.
M'ei all. I'm ju-t a hardheaded busi-
nessman wiih a hit of showmanship.
■ll„
ays strive in improve your position
SPONSOR
3 NOVEMBER 1956
\l\ fuiin\ old analysis of the situation
said we'd rate less than two."
"Less than two! Why didn't you
stop Wilson?"
"He's my superior, sir. Once in a
while I have to take my hat off to
artists like Wilson. Real courage !"
One by one your superiors will drop
by the wayside and you will rise to
fill their shoes. In a few short years
your salary should he about $20,000
a year. Finally you will be appointed
head of the programing department
with a salary of perhaps $35,000 a
year.
Be Independent
Once you are making an enormous
salary, you will have two problems:
(1) income taxes, and (2) proving to
vour company that \ ou are worth the
money. You can solve both these at
once by becoming independent.
This is especially easy if you have
been careful to produce a few pro-
grams within \our own agency, and
have built up a large and expensive
producing organization.
"L. B., do you realize it costs the
agency more than a hundred thousand
a year to produce 'Manhattan Melo-
ramas :
"Dammit, Bratt, why do you think
we reduced our dividend? Five agency-
produced shows! Half a million in
salaries! Advertising agencies used to
do just advertising. We just paid copy-
writers and made money — "
[Do not allow this to go too far.
Admen over 60 can be become morose
and despondent when they think of
the days before television. They can
become dull companions and poor
leaders. )
"Maybe we can bring some of that
hack, L. B. We form a subsidiary
company to produce tv shows, and sell
them to the agency as a complete pack-
age. That way the agency pays no more
production costs — and even takes a
commission on the fee we charge. In-
stead of spending $100,000 on 'Man-
hattan Melodramas,' we make a $15,-
000 commission."
"Who owns this subsidiary, Bratt?""
"You and I, L. B. The capital gain
should he pretty spectacular, huh?"
Soon your producing company
should he doing work for other agen-
cies, too, and selling programs directly
to the networks.
You will be making more money
than you can imagine, and, what is
more, you will be keeping it. ^
i iiiii
SPONSOR
3 NOVKMBKR 1956
More radio use by top clients
is highlighted at RAB clinic
Colgate. United States Steel, Tetley Tea are cited
Reasons for the additional use of radio by important
advertisers were among the highlights of the second annual
National Radio Advertising Clinic, sponsored by the RAB
at New York City's Waldorf-Astoria on 29-30 October.
More than 600 executives representing advertisers, agen-
cies, networks and stations heard 20-odd speakers reveal
their accomplishments and problems at the two clinics, one
on "The Radio Campaign" and the other on "Creating the
Radio Commercial."
Speaking at the former clinic, Edward Parker, president
of the Tetley Tea Co.. told his audience that the firm will
be using radio almost exclusively during the 1956-57 season.
This decision follows the naming of Ogilvy, Benson \
Mather as Tetley s agency early this year.
Radio was chosen after careful study because it met four
media requirements dictated by Tetley 's particular market-
ing problem, Parker explained. The four are: (1) The
medium must have deep penetration and impact, it must be
able to hit everyone. (2) It must be adaptable to frequency
of impression since it must be used every day. (3) It must
have broad physical coverage. (4) Most important, it must
have flexibility.
Radio is also playing a more important role for U. S.
Steel, the firm's market development director, Robert C.
Myers, told the clinic audience. Myers, explaining the
workings of U. S. Steels "Operation Snowflake," said that
tv was the first medium used in this manufacturer-retailer-
consumer tie-in advertising campaign. Next, he recalled,
newspapers were added, while this year radio is being
brought in.
U. S. Steel is using the powerhouse approach for this
year's campaign. Myers revealed the firm has bought 54
stations with a potential audience of 85% of U. S. homes.
Timebuying is concentrated on prime morning and late
afternoon time and a heavy am ad drive will take place be-
tween 26 November and 2 December. All "Snowflake" com-
mercials will be delivered live with each local personality
used telling the story in his own style.
Colgate's 20-segment $1.5 million buy on CBS Radio
was described by George Laboda, Colgate's radio-tv direc-
tor. Lahoda denied this represented a "return" to radio
since, he said, Colgate never left the medium. He explained
that the CBS buy did not represent an over-all policy deci-
sion but rather the concurrent decision of a number of
brand managers, all of whom found network radio useful.
Those attending the NRAC also witnessed awards for the
eight most effective radio commercials during 1956 as well as
awards to three artists in RABs "Art for Radio" exhibit. ^
iiiiiiiiiiiiiiiiiiMiiiiiiiiiiiiiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiim iiiiiiiiimiiiiiiiinuiiiiik
33
^
CAST, CREW ,1.- iu.i majoi expense items for clienl n-iii^ film commercial. This one f<T Prudential, filmed l>\ Sarra, t""k U> people
WHERE DOES THE MONEY GO?
Here*s item-by-item analysis of costs for a film commercial— from union
talenl to taxi fares. Plus one unexpected item: a bee stin<r
M Sm SARRA, Inc.
COST SHEET
. mint /^tft/OeNT/*)/ "VJi x's/A-
[>\II KM MMIi.
LtftbTII
INSW1 n MINI D1 i
MR i> in
t.l \« K \\|l W Mill
.-d Ilup
>?#x
I* M**M
I
Mil
\ 4 n k. .ii M..ki*(
As
10%
nil it i< i rxim
pi M».» n. ...I
PRUDENTIAL
I lie inst <>f the film in a filmed com-
mercial i- as significant in the final
production as the cosl ol face powder
used 1>\ a mink-clad blonde, [t's nut
the raw mate) ial : it's the wax thai \ <>u
use it.
\\ here does an adx et tisei 's money
go when he Inns film commercials?
sponsor asked this question of Sai ra,
Inc., film producers, and Calkins \
Holden agency, using as a case stud)
a commercial in production for Pru-
dential Insurance Co.
Mi'- ■ ommercial w ill be a two-min-
ute inserl in one of l'i udential's ) ou
In There programs, which it spon-
sors each Sunda) on 138 CBS T\ sta-
tions. Il was chosen foi a ^i »| >-l >\ -step
■ osl anal) sis because il i- middle-of-
the-road in cost- neither a corner-cut-
ting $1,000 quick) not a $20,000 semi-
spectacular.
Perhaps the mosl basic rule of
iliumli in Mm commercial costing is
thai no amount ol tnbne) can make a
I commercial out "I a bad idea.
Given workable ideas, the producer
can either enhance them through crea-
tive production oi not depending on
his skill. I he f< >ii i creative groupings
on a film producer's cosl sheet which
represenl the biggest outla) for the ad-
vertisi i are these: ' I i the production
crew, I 2 l the cast, (3 i the laborator)
expenses and optical work, and i l)
SPONSOR
3 \«>\ I Mill .1! L956
the editing process. All told, these
elements account for about one in
ever) three film commercial dollars.
Lets run down the Prudential cost
sheet. Sarra's breakdown was given in
percentages, alter which SPONSOR
"guesstimated" i In- actual item-by-item
above-the-line costs. I Vbove-the-line
costs are those charges on which the
producer adds overhead and profit.
Below-the-line items have no profit and
overhead added. i
The Prudential film commercial is a
simple one. to the degree that am
filmed commercial can be simple. It
uses four cast members. onl\ one of
whom speaks. Ml shots were made on
one "set." a location 40 miles from
New York in Ridgewood, N. J. There's
no animation and no special optical
effects. The cop\ calls for a simple,
visual storj about win a married man
with two children benefits from Pru-
dential s two-waj protection policj
providing both life insurance and re-
tirement income.
Where does sponsor's estimate of
$2,000 in above-the-line costs so?
► Cast: Four cast members — Dick
kendrick. Pat Sully, Tuesda) Weld
and Edward Brian — appear as the
typical family, father, mother, daugh-
ter and son. Orilj Kendrick does am
ARTICLE IN BRIEF
Raw film for Prudential commercial cost $8.
Where did the rest of the money go? Talent
got $280, film and sound crew, $540; re-
recording, $200; props, $120. Preparation
and superviiion accounted for 15% of the
package price; direction, 13%. There were
19 separate above-the-line costs in this medi-
um-budget commercial. $2,000 SPONSOR esti-
mate doesn't include overhead, profit items
talking, yet all four get the Screen
Actors" (mild minimum for a speak-
ing part. This is $70 per day instead
"I $25 for non-speaking parts. Why
paj more than scale? "You have to,"
says Jack Henderson, head of Sarra's
t\ department. "\ er\ few extras work
for the $25 a da\ scale, and desirable
actors get as much as those with speak-
ing parts."
► If an! robe: ()nl\ about Sit) goes to
costuming because outfits in ibis case
are sporty and simple. Most of the
clothing was provided b\ the actors
themselves with the exception of such
accessories as a cardigan sweater for
the father, shoes for the \otingsters
and a skirt for mother.
hi a production commercial requir-
ing elaborate dresses and formal wear,
the standard rental fee i- In' ( of the
retail \ alue I this likew ise hold- true
for other prop- I .
► Makeup man hairdressing : This
isn't an item in (he Prudential com-
mercial because '"all the cast hail a
good Ian in a good color.'" sa\s Hen-
derson. '"Becau-e we were -hooting an
informal, outdoor situation, the gals
could wear their da\-lo-da\ hair
styles."
Most commercials, however, whether
in the studio or on location, require
use of a makeup man who gets $42. "ill
a day.
► Sets i>rnjis: There's a lot of lee-
wa\ on some commercial items. al>->>-
luteK none on others. When it come-
to sets and props, it's the buyer's
choice. It can lie a simple drape back-
ground or an original scenic design.
The props can be a can and a can
opener or a complete night club.
Prudential s needs were simple. For
$120 it got all the props necessan for
a picnic and fishing scene, including
such incidentals as fishing poles and
bobbins, picnic hampers, table cloth
and accessories, a poi table | hono-
graph and i oasted chicken-.
► Lucullan fees: Vfter producers
scout out a location, thej iisuall) pa)
a token $50 foi permission 0 the
owner to shoot film there. In this
case. Sana paid the ownei of an es-
tate in Northern New Jersej foi the
day-long use ol his running brook
and scenic site.
I he location, itself, isn t normall) a
major expense item. Getting there and
back again, and locating it to begin
with, is what costs money — because il
eats up t ime.
► /'reparation and supervision: This
i- where time is the biggest factor.
About l.V, of Prudential's total
charges for this commercial were cred-
ited to preparation and supervision.
Here's what it got for ils money:
story conferences, camera and location
planning, selection of location, collec-
tion of props, casting of the talent, or-
ganizing of the sound and film equip-
ment, management meeting-.
1 he producer spent three days
BEE STING thai put V.ctor Dick Kendrick out of action two weeks point- up
importance of contingency fee, an additional in', usually charged b) film pro-
ducer. Above, lit ton- bee; below, after bee. Sum nowhere neai covered Sarra
costs mi Prudential commercial. Kendrick was sung bj bumblebee on location
alter morning of rehearsal, jn-t before the afternoon shooting was to begin
SPONSOR
3 NOVEMBER 1050
Red Fox
VwlfMI Fglvo
Swift *adaaoant. MitKigam't Rid Fox
ttgs, iW uAttfttffrJ tail
i in spnnftimu. Mit4 and otKn
fd*%li art (meter .
Put your money where the people are
Flirting with foxes is great sport— but seldom puts
a dollar in an advertiser's till.
WWJ's radio signal, personalities, news coverage,
and feature programming concentrate on people —
the big-earning, big-spending folks in southeastern
Michigan to whom WWJ is a constant companion
and trusted friend.
Cry "Yoicks!" when you're hunting for foxes. Use
WWJ when you're gunning for sales.
■ /, per rrnl of Michigan's
population commanding 75 per
cent of i In- state's buying income
u within it'll I '\ daytime pri-
mary turn in the Detroit area
alone, ovrr V/, million profile
drive nearly l'\ million <<n\ and
tpend "••" ' $i billion annually
for i \ds.
WWJ
AM and FM
RADIO
WORLDS FIRST RADIO STATION
Owned and operated by The Detroit Newt
NBC Aft, hot-
National Repreientalivei Peteri, Gr/ffin, Woodward, Inc.
searching for a location which would
fit the mood and the physical require-
ments of the script. Director Stanley
Johnson drove more than 250 miles
through Westchester Count) and New
Terse) looking for a small, running
stream and driving down "every 'No
trespassing' road I saw!"
► Director: This is another big item,
about IV, of total charges. This cov-
rr> the actual time Johnson put in on
the Prudential commercial and the
thought or creativity he contributed.
Sarra signs its directors to year-long
contracts, but many producers hire
them on a day-to-day basis — and they
must paj what the traffic will bear in
terms of the director's professional
reputation.
At this point, the only personnel in
film production companies not work-
ing under union stipulations and at
union scale are management execu-
tn c~. including the director, and office
personnel.
► Production crew: The size of a
production crew is basically the same
whether you're shooting in the studio
or on location. The Prudential crew
included (1) a cameraman, working at
$80 per day union scale: (2) an as-
sistant cameraman, $42; (3) the first
grip. $35; (4 1 an electrician, who
hooks up the sound equipment, $35;
i 5 1 a prop man, $35; (6) an assist-
ant prop man, $30; (7) a sound mix-
er, who supervises placement of the
microphones and quality of voices,
$45, and (8) the sound mans assist-
ant, a recordist, $35. The assistant di-
rector, second in command, makes
$35.
Cameramen, like directors, are re-
tained by Sarra on year-long contracts
at die union rate. Why? Henderson
explains: "Because you pay a pre-
mium rate if you bring in an outside
man on a dail\ rate. Freelance cam-
eramen want anywhere from SI 00 to
$150 a day, from 25 to 75% more
than union scale. And the grips, elec-
tricians and prop men who make $35
a da) scale on our -tatT want $40, $45
"i $50 if we hire them on the outside."
The biggest single item on Pruden-
tial's COSl -I I was for this crew, an
estimated $540 worth or 27' . of the
above-the-line production charges.
► ( mil, ■in raw slock: Haw film stock
is inexpensive but a lot of it has to
be shot before the advertiser ends up
with ,i satisfactor) finished product.
^.ur.i used $120 worth, between 2,500
and 3,000 Feel at the rate of $45 per
spoNSOU
3 NOVEMBER 1956
1,000 feet. For the final, on-the-air
version, the two-minute commercial in-
sert will be cut to 180 feet. Actual
worth of the film: a bit more than $8.
Why do you throw away 13 to 15
feet for every one which you keep?
"Because we'll often have as many as
10 takes on a scene, for one reason or
another," says Henderson.
"We open the Prudential commer-
cial with the plug on a fishing line
plopping in the water, followed by a
pan up the line to the star's face. You
need many takes to get the floater in
the exact spot on the water and the
right expression on the actor's face."
In another scene, as the camera
panned from a medium shot of the
mother to one of the daughter, a cloud
passed over. The light level changed,
and the shot had to be re-taken. This
happened several times, as the crew
was "fighting light" all the time, says
Henderson.
► Track transfer — As the commercial
is photographed, the sound is record-
on tape. Three or four, possibly 10,
takes may be printed, and this track
transfer charge pays for transfer of
sound track to the film. The cost: $55.
► Sound raw stock: Sound film, on
which the sound is recorded, is rela-
tively inexpensive. Prudential's com-
mercial takes approximately 200 feet.
The minimum amount Sarra can buy
is a 500-foot roll priced at $11.
► Developing and printing sound
stock: This item represents processing
of the actual sound film. The charge
in this instance: $15.
► Recording supervisor: This work-
er, budgeted at the rate of $25, super-
vises all of the sound mixing.
► Re-recording: Prudential is billed
at an estimated $120 for the re-record-
ing, another $80 for Optimag stock.
Optimag stock is a new development in
recording of the sound track for film.
Part of the sound stock, it serves the
same function as the proof of a pic-
ture. It's a working sound track, taken
from the original recording tape and
sound track. Says Henderson: "It's
worth the extra money, because it
gives us a better final track, it elimi-
nates bloops and it's a time-saver.
From it, we print fine-quality sound
tracks."
► Editing: The final step in produc-
tion of the commercial, after the pho-
tography and the sound phases, begins
with the editing of the picture and the
sound. This will cost the insurance
company in the neighborhood of $200.
Part of this same process is the
making of fine-grain prints, dupli-
cate negatives and composite answer
prints, which cost another $200. Hen-
derson describes the process in this
way: "From the original negative you
get rushes of the takes, and from the
rushes we make a work print. We
never touch the original negative, and
this is kept in a vault. We order fine
grains on selected takes in the work
print and put these fine grains together
to match that work print. If we need
optical effects, the fine grain goes
through the optical printer and we get
a duplicate negative, complete with
optical effect from which the release
prints are made."
In Prudentials case, the 35 mm.
print of the commercial is cut into the
You Are There film and projected over
I In- network.
These 19 elements add up to Pru-
dential's investment of an estimated
$2,000 in above-the-line costs. For a
more complex commercial, or for an
advertiser with other kinds of presen-
tation technicpues, there are many more
possible expenses.
\mong them: table top, title or stop-
G®®D LQQKIN'!
That's the MAJORITY Opinion
in Rochester, N. Y.
about
CH A
E L
□CD
. . . and we have a LOT of GOOD LOOKIN'
RATINGS to back it up !
moRnmos.. 63*4%
AfTERnoons 54«0%
EVEnmcs...
52.0%
AVERAGE WEEKLY SHARE OF AUDIENCE
LATEST AVAILABLE TELEPULSC FOR ROCHESTER (MAR 19S6J
AVERAGE WEEKLY SHARE OF AUDIENCE
LATEST AVAILABLE TELEPULSC FOR ROCHESTER (I
AVERAGE WEEKLY SHARE OF AUDIENCE
TAKE A GOOD LOOK AT THESE RATINGS . . . AND A GOOD
LOOK AT THE RICH ROCHESTER AREA. IT'S GOOD LUCK TO
BUY WHERE IT'S GOOD LOOKIN'!
WRITE US TODAY FOR CHOICEST
AVAILABILITIES IN ROCHESTER:
CHANNEL
125,000 WATTS
OPERATED SHARE TIME B <
WHECTV AND WVET-TV
C 8 S BASIC
V H F
ABC A f F I L I A T (
ROCHESTER, N.Y.
EVERETT-McKINNEY, INC. • NATIONAL REPRESENTATIVES • THE BOLLING CO., INC.
SPONSOR
.'! NOVEMBER L956
37
on photograph) : musician - and
nai i .it"i -
. lion of music : sound effects;
libran stock shots; -till photography.
art \\>>rk and lettering; re-touching.
I In- process gets even more intricate
when a client decide- I,, -d into color
film commercials. I sample : Sarra
four final editing and optical
steps in the production "f a black-and-
white commercial, In in color.
\ll .if these charges are what the
trade calls above-the-line items on
which the producer bases lii- over-
head and profit Below-the-line < osts
er management expensi -
I he two biggest below-the-line items
in this particular commercial are con-
tingencies, and travel and subsistence
for cost and crew. Other below-the-
line items: editorial expense and sub-
sistence. hauling, express and taxi-.
social securit) for talent and crew, re-
\ isions. I here are always miscellane-
ous expenses in connection with collec-
tion and transportation of props, taxi
fares, lunches and the like.
Sai ra estimates I"' , of an adver-
tiser's total i osl goes to a contingenc)
FOR THE THIRD STRAIGHT MONTH—
WGN-TV
NUMBER 2 STATION in CHICAGO!!
For the third straight month, the Nielsen Station Index
shows WGN-TV Number 2 in Chicago:
Share of Audience
Sunday thru Saturday
6:00 A.M. -Midnight
Network Station B
WGN-TV
July
29.4°0 Down
August September
29.2% Down 29.0%
25.4 UP 26.2 UP 26.7
Network Station C 25.2 Down 24.8 Down 24.6
Network Station D 20.8 Down 19.4 Down 19.3
This number 2 position is based on WCN-TV's local pro-
gramming compared with three network stations. And
remember, WCN TV's top rated availabilities are yours at
the lowest published rate card in Chicago television.
Check your WCN TV representative for latest information
on preemption free periods and programs.
Chicago Office
441 N Michigan Ave., Chicago 11
Eastern Advertising Solicitation Office
220 E. 42nd St., New York 17
West Coast Only
Edward Pctry & Company, Inc.
WGN-TV
Chicago Q
fund and. in this case, it was Ear from
sufficient.
The Prudential film was 0> have
shot in one da\ and slotted into
an upcoming You Ire I here show.
This schedule, at press time, was mam
week- behind, and all because of a
bumblebee.
Sarra's crew and the actor- i Id peo-
ple in all l trekked out to New Jerse)
(another below-the-line expense i with
four station wagons and car-, prop-.
sound and camera equipment and
agenc) personnel. \t 8:30 a.m., equip-
ment was set up. The next four hours
were spent rehearsing the actor- and
selecting camera angles. \t noon, the
crew broke for an hour lunch, with
shooting scheduled for 1 p.m.
\l 12: 10. a bee brushed In the lips
ol the star, Dick Hendrick. R\ 12:45.
his mouth, chin and cheeks were twice
their normal size. \t I p.m., the Pru-
dential safari returned to New York
City. There was a six-week delay for
final filming in New Jersey because
i 1 i Kendrick was out of commission
for 10 days and then had a two-week
picture commitment out of town: i2l
a new actor had to be cast for the
-peaking role i Hill Adlen: l3l pho-
tograph) was scheduled on several oc-
casions, and it rained each time, ilf
you hire actor- and outside crew men.
and the date i- called off because of
rain. \nu pa) the actors half their
union scale- and you pa\ the crew full
rate' I
Contingencj costs to cover an item
like the bee sting are always allowed
foi and it's rare when producer is as
hard hit b\ extra unforeseen costs as
Sarra was in this case. Sana normally
estimates its overhead and profit to be
IV , of the client's bill, 3095 overhead
and IV , profit.
\\ hal does the advertiser think? Vre
these ' osts too high?
Two agenc) spokesmen for Pruden-
tial said no when SPONSOR asked. Ml
things considered, the) stated, com-
mercial costs might even be consid-
ered low. It lake- a bit of perspective
before you can see these high produc-
tion figures .1- low, howevei ,
torn Crolius, Prudential account ex-
ecutive at Calkins & Holden, New
York, says this: "Costs of film com-
men ials arc high W hen looked at in
tei in- of .1 iiiven commercial So. 000.
foi example, for a one and one-half
minute 35 nun. film is an awful lot of
money. Hut it's a small sum in pro-
I Please turn /<> page 12 1
SPONSOR
'. \<>\ I.MHKR 1956
OF A 21-GUN SALUTE!
FOR THE TV STATIONS AND SPONSORS WHO
WANT THE NO. 1 SHOW IN THEIR MARKETS...
i TVs NEW STAR-SPANGLED %A#| M |%|
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FEATURING OUR HOLLYWOOD STARS SPINE-TINGLING SHOWMANSHIP! THE NO. 1 SHOW IN YOUR MIIK
FILMED AT ANNAPOLIS! In the classrooms.
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■ rever Men of Annapolis go into action!
Every week your viewers will thrill to stories
ablaze with the adventures, loves, heartbreaks
and triumphs of the U. S. Midshipmen.
Your product will be seen in a progiB (X
pie will take pride in watching, ir|l
about, in recommending.
AS THE CALL TO COLORS!
AS OUR COUNTRY'S HISTORY!
MENTOFTHENAVY!
vtSURGING WITH „ Ma-mMm
AND THE SALES IMPACT OF A 21-GUN SALUTE!
STARRING
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with a new hero for each thrill-filled half-hour
starring Hollywood's top-flight talent.
."-''**
'OU are the proud
py sponsor when
imunity hails
3F ANNAPOLIS"
phone us today
dy audition date.
LISTENERS
WHO LISTEN
...LISTEN WHEREVER THEY GO
. . WHATEVER THEY DO . ..TO
SAN DIEGO'S ADULT RADIO
STATION
Attentive listening to our programming,
featuring NEWS, DRAMA. MYSTERY, and
TALK ihowl, sell the listener* who listen
they are the LISTENERS WHO BUY'
1360
ON THE DIAL
FIRST IN SAN DIEGO
MUTUAL DON LEE RADIO
Represented Notionolly by
H R REPRESENTATIVES, INC.
TV FILM -Radio Commercials? Call Hollywood 5-6181
The Song Ad Crew Is Ready
At i set 1 ■ I l°Hjr»
■. ■ i luctions has the
try's only complete-under-one rool
organization creating ideas, music,
animation .tnd live action for youi
n film .md radio commercials.
A, Is has developed spe ial ways
I • working
by mail and phone with
n .ill p.irts el the I'sA
travel time
//;/ the creative anJ
,n skill ol r"l,P
film ad men whi
' n til
Film-Radio Productions
6000 SUNSET BOULEVARD
HOLLYWOOD 28, CALIF.
San Framiuo Ruts Bldg — SUIter 1 -8585
COSTS
(( ontinued horn page 38)
portion to the whole. \ .s(>5.(HH) ex-
penditure For commercials to be used
with a $3 million program is certainl)
reasonable. It's false economy to buj
<iii price, and we don t.
John Held, a l\ film supervisor for
the agency, estimates two-thirds of
Prudential's annual commercial budgel
goes to production of nevt film an-
nouncements, the other third to live
commercials, prints, negatives and re-
i uns.
I {<•- 1 tin- arc cspeciall) complex for a
spot tv advertiser but are complicated
even for Prudential, which has to pa)
extra SAG fees to its actors when a
commercial is used more than one time
on its network show. It seldom has
more than four performers in any one
announcement, however, and its maxi-
mum number of re-runs is usually six.
II Prudential were to cut its two-
minute commercial to one-minute or
less, and run it on a spot basis, the
re-run rate per speaking part would be
$140 Eot each L3-week cycle. \s it i-
now, Prudential each year pays onl)
about 4% of ils total commercial bud-
gel I a- differentiated from the pro-
gram budget i for re-runs.
John Held figures film commercials
are a good investment, however. "We
have all the normal advantages of film.
such as the chance to do re-takes and
location shooting. More than this,
though. we can use our film commer-
cials over and over again because the
kind of things we are trying to saj
.mill topical and immediate. We do
a [ol "I research on the effectiveness of
our commercials, and b\ the time we
invesl $8,000 or an) amount- in a
film commercia
good one.
wc think we \ e got a
Tke ContUtentoX
Diotdi Station
KXLF-TV 4
^COPPER STRIKE-
S', BOOM TOWN .T
Butt* and Montana
SPONSOR
3 NOVEMBER I 956
You don't have to ring doorbells
when you advertise in Oklahoma
FOLKS GAVE US THEIR
HOUSEKEYS YEARS AGO
Owned and Operated by
THE WKY TELEVISION SYSTEM, INC.
WKY-TV and WKY Radio, Oklahoma City
WSFA-TV, Montgomery, Ala.
WTVT, Tampa, Fla.
Represented by THE KATZ AGENCY, INC.
DAYTIME TV
rtitcil Irani /■
to u- bul 1. for on.-, thought she
would like the helpful kind of pro-
graming which would help her do
tiling— better and more efficiently. She
reads women's magazines avidl) and
devours fashion magazines. Yet not
enough women respond to these same
informative programs on television.
The) agree that daytime t\ needs
new, imaginative programing of high
quality. The) likewise agree that this
costs money.
Mine are some possible answers to
the problem of achie> ing qualit) pro-
graming t'l nighttime caliber at day-
time pi ices. One is t" rei un network
kinescopes from <>hl shows i one agenc)
mail'- suggestion, re-runs ol Show of
^litnc* with Sid t aesar and Imogene
Vnothei is scheduling more
feature films which have done ver)
well at the local level.
\ third is being tried b) CBS I \ .
This season it's running the old Our
Miss Brooks series as a five-a-week
strip. Originall) filmed al 830,000 an
episode, the show has a top pi i< e
I without discounts i of $16,000. V.nd
. four quarter-hours were sold in the
first three weeks ol the scheduling.
"It's going to take a big jolt to gel
women to watch daytime t\ if they
never have," comments an agenc) man.
"We've got to overcome their habit
of not watching, and their inertia. I he
network- have experimented with new
5, and NBC T\ particularl) has
spent a lot of money opening up day-
time. It's going to require a lot more
of the same before we gel audiences,
and keep them."
5. Ratings are down.
The daytime program pie is being
split more ways, and program ratings
are down from previous levels. Vgenc)
men think they'll go even lowei before
the) start to climb, as two networks
in particular \HC T\ and NBC T\
• lull- i • daytime network
shows.
Vgenc) men think program develop-
ment come- before audience develop-
ment, so that new shows will be added
in the afternoon and moved hack into
morning periods. Then, on the basis
of this new programing, audience- will
be added. It's at this point that sets-
in-use will begin to increase. The pie
will then he larger.
Jim Cornell, manage] of audience
isurement at NBC TV, describes
suppl) and demand ;b a water bucket.
EVERY TV SET IN THE EVANSVILLE
METROPOLITAN AREA IS EQUIPPED
FOR UHF RECEPTION
WEHT-TV Channel 50
first:
in the Tri-State - our fourth year
in power - 200,400 watrt
WEHT-TV
ol to operating
WEOA CBS
RADIO
r.i.m.d by
YOUNG TELEVISION
"There's a hole in the bottom of the
bucket, and you have to keep pouring
in water faster than \ou lose it if you
want to keep the bucket full. This ap-
plies to am problem in advertising,
and in selling. If an advertiser wants
to maintain sales levels, he has to make
as man) new customers as he loses.
\nd if he wants to increase his number
of customers, he has to pour more.
"In terms of ratings, we have to at-
tract as man) viewers as we lose to
keep the ratings we have. And if we
want to increase the sets-in-use and
frequenc) of tune-in. we have to at-
tract more viewers than we lose."
6. Daytime tv must have limited-
appeal products.
Because the daytime advertiser
miss es 19 million working women, as
well as most of the men, his audience
consists of housewives and voungsters.
\nd. the argument goes, this limited
an audience calls for limited-appeal
product-.
One agencv spokesman says daytime,
therefore, requires products "uniquely
to be desired and bought hv the un-
emploved housewife and mother.
Another agrees, hut adds that "there
are relative! \ lew product line- which
don't appeal to this specific segment
of the population!
Package goods, he points out, "look
on daytime as a primarv medium.
rhese manufacturers are hitting 359?
of the women, with frequenc) . and the)
think in terms of nighttime as an ex-
tension of that reach rather than as
the main reach itself. "
He adds that "a significant propor-
tion of advertisers with big budgets
are alread) in daytime tv. because
the) want to reach these women in
the home."" \inong these advertisers
are these blue chip manufacturers, with
estimated daytime (Monday-Friday,
Tke CcHttuteittat
Diwto Station
KXLF-TV 4
^COPPER STRIKE-
'S'- BOOM TOWN
7 \
Butte and Montana
n
sl'ONSOH
3 NOVEMBER 1956
IF YOU HID
1 MILLION
32.4
national Nielsen average rating
for 19 smash months!
■A
s
RSfr
V
J*-^^^
t
three to get ready.
Get ready for fast sales action in your market or
markets with the hit that won . . .
• "Top Ten" network ratings for sponsor Colgate-
Palmolive
• 51"; higher average rating than competing "Kraft
Television Theatre" for 18 months ! *
• Audience composition*— couldn't be better!. . .
CHILDREN.
*ARB 18-month averages, 1965-56
32%
46%
22%
1
WT vl
Ij 1
1 M1' 1
WHm"
1
■
1
ifl.
*' "
v
four to GO!
Get your sales on the go with a
successful show. . . a don fedderson
production from the same master
showman responsible for "Do You
Trust Your Wife". . . "Liberace". . . "The Law-
rence Welk Show". . . "Life With Elizabeth".
All hits, no misses !
IF YOU HID A MILLION
will be worth a million dollars to your next
campaign. For availabilities and prices, write,
wire, phone
America No i Distributor oj TVFilm Programs
10 a.m. to 5 p.m.) time expenditures
for 1956 compiled by CBS TV.
Procter & Gamble ..$27,851,320
Colgate-Palmolive . . 12,630,620
Amer. Home Products .... 6,928,656
Lever Bros. 3,730,332
Bristol-Myers . . 3,166,306
General Mills 2,838.704
Kellogg . . 2,627,032
Most of the agency executives inter-
viewed characterize the typical day-
time advertiser as one who wants to
push low-cost, small-margin items in
the food, drug and household supplies
lines. But a few see daytime as a
bright opportunity for durables or
"off-beat" types of advertisers.
Says one: "This might be a real op-
portunity for someone out of the small-
packaged goods realm to come in and
exploit the medium in a new way."
And Tendrich of W&G says: "There
are many types of product lines which
should try daytime. Soft goods and
apparel come to mind immediately, but
so do such unorthodox lines as cars
and watches. Women have a lot to
say about the kind of car which the
family buys." (At this point, there is
one automotive account — Chevrolet —
using net daytime.)
7. Research is inadequate.
Bryan Houston pretty well sums up
what agency people think of daytime
tv research.
"We don't know much about it, and
research hasn't gone far enough. The
Nielsen Audimeter gives the most exact
information, and we also have diary
adn telephone methods. I have a good
deal of belief, and some indication,
that women will use daytime tv as they
did radio. But for the final answer,
we'll need 1984 and Big Brother watch-
"KRIZ Phoenix was right when they
said this barbecue seasoning makes
you feel warm way down inside — "
ing all of us to know exactb what the
housewives are doing!"
Referring to a non-advertising book
he came across, The Idols Behind the
Altar, he said bis agency is vital!)
interested in knowing about the moti-
vations and the habits of the house-
wives behind the big tv screen. He
isn't looking for exact measurements,
because they "don't exist." He seeks
indications, avoiding the process by
which ■■millimeters become moun-
tains."
One of the things research will do is
analyze the importance of a second tv
set in the home, and the influence "I
new portable tv sets gaining wide cir-
culation. So says Oscar Katz. direct oi
of network television programing for
GI5S l\. lie sees both as significant
factors in the de\elopment of <la\time
audiences, pointing to New York City,
for example, where between 20 and
25' i of the homes have more than one
television set.
One Madison Ave. advertising agen-
i\. conducting some daytime tv re-
search for it- clients, found two off-
beat responses in a recent sur\e\. Two
housewives said they have replaced
UNCLE EDDIE" MEATH
ii
CELEBRATES HIS
4
THIS MONTH !
He and his
"MUSICAL CLOCK"
have always been
ON TOP IN ROCHESTER !
Share of Audience
AND LOOK AT THIS GROWING
RATING RECORD:
43.7*
1951 . .
. . . 4.5
%
1952 . .
. . . 5.4-
%
1953 . .
. . . 6.6
%
1954 . .
. . . 6.9
%
1955 . .
. . . . 7.4
%
BUY WHERE THEY'RE LISTENING . . . ROCHESTER'S TOP-RATED STATION
WHEC
J%CtAe4&i
NEW YORK
5,000 WATTS
Repr*i«niaiiV«: EVE RETT- Mc KINNEY, Inc. Ntw York, Chicogo, IEE F O'CONNEU CO toi Angtlty Son Fran
SPONSOR
3 NOVEMBER 1956
45
kill hen radio, on which the)
us,ed m "monitor"' Godfrey's t\ show,
w nil a portable l\ set.
8. Daytime television isn'i sold ade-
quately .
( )nc buyer vocalized the feeling ol
mam when he said that television is
-till a seller's market and that the sales-
man isn't selling his product effective-
"They're so bus) taking orders
for nighttime, the) have no time to
sell daytime! And the) don't take the
time to stud) the advertisers problems
and in come up with an efficient pro-
gram solution.
The networks arc inclined to agree.
One network i\ sales manager explains
it this ua\ : " I he business ol da) -
time television grew much too quickly,
like Topsy. It sort of caved in on us.
I he suppl\ was short and the demand
was heavy. We didn't learn how to
sell, and we wcren t even sure wh\ day-
time t\ was being bought all around
us!"
Vnothei network research specialist
says "We're selling audiences, not time.
\nd to sell effectivel) we have to know
our producl better than anyone else
does. I he simple fad is that we don't."
People with whom sponsor talked
think the buyer's market is some dis-
tance into the future. 1ml the) feel thai
the buyer w ill have a more equalized
place in this current seller's market as
intra-network and intra-station compe-
tition i- intensified. Suppl) and de-
mand will moic in arl) approach the
same level as more stations go on the
air. and as more daytime programing
i- added.
9. Daytime television reaches the
same families over and ovei again.
Advertisers an- prett) well com inced
that the same housewives are In the
daytime tune-in habit, ami the same
women, therefore, are seeing their
commercials man) times over.
Some advertisers, according to their
agenc) representatives, consider this
a draw back ; others think it's a highl)
desirable quality. Frequenc) is a
necessar) vehicle foi establishing im-
pact, and seems to he particularl)
necessar) in reaching a woman during
the daytime hours. Bryan Houston,
discussing the difficult) of making an
impact, estimates the a\ein;je hoii-e-
w ilc in New ^ oik i- exposed to some
('•in commercials daily .
'I hat daytime commercial, he sa\s.
"cm send her to the store i ighl now.
can urge hei to lake advantage <>f a
morning bargain." Women are eternal-
l\ going to the store, as reported |i\ a
household and grocer) products stud)
ol W . It. Simmons and Assoc. Research
two years ago. This stud) -how- ;tt
least half of all housewives in l\ homes
go to the store ever) day, Monday
through Saturday . (The "low": 50.6' .
on Wednesday; the high, 67.59? on
Saturday, i
I he frequency of reaching a borne
is accompanied by the possibility of
an impact far greater than during the
nighttime hours. The \ MM 15 Cod,,
limit- the commercial lime on a night-
time quarter hour show to two min-
ute- and 30 seconds, whereas the day-
time buyei gets a full three minutes
.i third more commercial time.
The final lest of the success of day-
time t\. in competition with all other
media including nighttime television,
comes in impact and sale- results, ac-
cording to one network t\ chief.
""\\ hen mama hears her infant sing-
ing the \ja\ commercial instead of
her favorite hymn, you've made an
impact! \nd. in most cases, mama
will then bu) \ja\."
Here are some comparisons of adult
and children- daytime audience rat-
ings, showing some differences hetween
January 1951 and January 1956.
Children's programs in 1')~>1 num-
bered L8, of which four were Westerns.
I his \ ear. there were 1 ."> daytime chil-
dren s features (eight, once weekly;
seven, multi-weekly) and 34 adult
show- (eight -dials. 22 l.vminute.
four, half-hour i .
Highest rated da\time show in Jan-
uary 1().~>1 was 11.1 among Western
children's -how-, with the average 33.2
and the lowest 22.!!. Hijih for adult
fare: 2.1.7: average, 10. 1: lowest. 2.0.
i Ratings are Nielsen. I
This year, for children's -hows:
once weekly, I").'1 average total audi-
ence: multi-weewkly, I 1. 1 average total
audience. For adull show-: lvminute
serial. Id. J! average total audience;
quarter-hour, ''.7: 30-minute, 11.8.
Highest daytime rating last January
was 21.8, for a 15-minute nmlli-weekK
children's -how : with the high in adull
programing a 11.2 for a 30-minute
feature. ^
Cures "cold" market
Th(' n a well-known cold remedy salut<
to warm up sales in Milwaukee.
"< in. . onfidi i i
■ ccellenl al
August-
i e imilai period
r< Xii.ciii i had i '
rich .Milwaukee market
■ m •.!■. ■ onl i ibuted a l.ijr
i:
cl edule
top tele\ i ion buy.
CBS Owned ■ Channel m ■ M / wo
Spot Sale*
u,
SPONSOR
.'! m»\ i:\iiiih |T)(>
i nist-meni
, Short Cut to Buying Good Will!
How'd you like to stand on a stage
and look out at 8.000 faces in an audi-
ence? Well, we did it! And loved it!
\\ ilh 8.000 paid admissions. WDIA's
Goodwill Revue drew the biggest
crowd in the history of the Memphis
Municipal Auditorium! WDIA has
staged its Goodwill Revue for seven
consecutive \ears. '49-'55 . . . and the
'55 show attracted a greater attendance
than the Harlem Globe-Trotters,
Shrine Circus, Metropolitan Opera,
Liberace, or Holisdax On Ice!
WDIA did it without posters, bill-
boards, or editorial-! How? By
WDIA's personalized communications
s\stem! Securing nationallv famous
Negro entertainers, gratis, the WDIA
Staff donated its services, publicizing
the Goodwill Revue on the air. As a
result, two days in advance, reserved
seats were sold out. Two hours before
curtain time, a crowd lined up for
general admission tickets — by 8
o'clock, even standing room was gone!
Negro Children Benefit
Proceeds went to Negro Children
in Memphis. Formerly, the citv of
Memphis offered no educational facil-
ities to handicapped children. Realiz-
ing the urgent need — and cognizant of
its direct, personal appeal to a highly-
concentrated, intenselv loval. Negro
audience. WDIA took the initiative and
made a dramatic contribution to sta-
tion-communitv relations. Officials
called on the Board of Education, of-
fered to assume its part of the financial
responsibility for the establishment of
transportation for Crippled Negro
Children, in conjunction with the
foundation of a school for such
youngsters.
In 1949, WDIA started sponsoring
the first in a series of highly success-
ful, annual Goodwill Revues, with all
By Harold Walker
proceeds going to the school project.
'I he result is, only seven years later,
these Crippled Children are not onl\
attending school, for the first time in
their lives; but also have, for their
use, two new school buses, complete
with drivers.
Besides providing desperately needed
transportation, the buses are utilized
for student field trips to zoo, airport,
and other places of interest. Too, there
are now funds for the healthy Negro
Children. WDIA's Goodwill Revue
proceeds buy uniforms and equipment
for the WDIA Baseball League, first
outfit of its kind in Memphis.
Drawing Power of WDIA
Now what is the significance of this
enormous drawing power of WDIA's
Goodwill Revue? It means, first of
all, certainly, that Negro tots in braces
will get to school — and Negro boys on
the sandlots will have uniforms and
bats. It, also, means there is a vast
Negro market in Memphis. To be
specific, Memphis has one of the
heaviest concentrations of Negro pop-
ulation in the I nited States ... al-
most one-tenth of all the Negroes in
America live in the Memphis area!
And thev earn over a Quarter of a
Billion dollars a \ear! Industrial ex-
pansion in the South has placed in
their hands a payroll, exceeding
$250,000,000. They ' spend it. Part
of it for such entertainment as Good-
will Revues . . . and nearK !!(•', of it
for commodities. They buy well over
half the flour, rice, laxatives, de-
odorants, blankets and hosiery, sold
in Memphis. Yes, WDIA's Goodwill
Revue means there is a fabulous mar-
ket in Memphis. Third, it assuredly
means, there is not a single medium
reaching these folks with a fraction
of the coverage of WDIA — or its ap-
peal. Readership among Memphis Ne-
groes is low, thus newspaper advertis-
ing is ineffective. I\ ownership is so
small percentage-wise, its sales abilitx
is limited. Obviously, then, radio is
the medium for penetration and.
\\ DIA. the all-Negro, 50,000 watl sta-
tion, is an absolute powerhouse ol
pressure for selling goods!
Intellect nal-Emotional
WD1 \ customizes its programming
to awaken intellectual-emotional re-
sponses, reflect traditional tastes, stim-
ulate loyalt) to products through per-
formers, who deliver solid entertain-
ment, in a stvle acceptable to Negro
listeners. Thus, WDIA operates with
dynamic drawing power, to l.2'> ,.(>!!o
Negro consumers in the Memphis trade
area. They not only entertain . . .
they advise. They capture the minds
and condition the buying habits of al-
most one-tenth of the Negro popula-
tion of America . . . Negroes with a
Quarter of a Billion dollar pay-
envelope!
Market Development
The market foundation is, already,
an established order, with astonishing
sales records soaring on a continuous
incline. Yet this Negro market is a
live, growing one — its potential just
developing. As industry moves more
and more rapidly to this section, Ne-
groes become a stronger integral fac-
tor in the expanding economy. They
are evolving a social consciousness,
elevating their standards of living,
conslantU buying more and better
goods, creating a gigantic market.
Specialized Market
WD1 \ is meeting this specialized
market with customized sales promo-
tion for name-brand merchandise,
such as:
Colgate's Mental Cveatn . .
Kellogg . . Maxwell House
Cofiee . . Budweiser . . Sal
Hepatlva . . Cheer . . .\rrid.
\\ ilh \\ Dl \'s 50,000 watt coverage,
the most powerful station in Memphis,
WDIA dominates the Negro airways
and controls the Negro market! The
market backed by a Quarter of a Bil-
lion Dollar Payroll! Memphis Ne-
groes have purchasing power . . .
WDIA's Negro Stars have galvanic
selling power . . '. WDIA has 50,000
watt power! Let WDIA activate for
vour line of products in this fantastic
Negro market ! Now — while it's on
your mind, drop WDIA a note. Re-
quest, on a our letterhead, data perti-
nent to vour interest — alon<: with your
bound cop) of, "The Sum of WDIA!"
\\DI\ is represented national!) In
John E. Pearson Compam.
lOHsTEl'PEr
f /jOHS PEPPER, President
BERT FERGCSOS, Ceneral Manager
HAROLD WALKER, Commercial Manager
SI'O.NSOR
A NOVEMBER 1056
47
SPONSOR ASKS
How can alternate-week sponsors work to avoid friction ■«.
Ralph C. Robertson, v.p.-marketing
director, Geyer Advertising, \ew York
We have a "Five Point Program"
which we have found to be very suc-
cessful in our dealing with co-sponsors
of Disneyland, Queen for a Day and
other multi-sponsored programs. It is
a simple format, but one which elimi-
nates ((infusion, unnecessary red tape
and Friction.
1. Place the responsibility for all
dealings with one individual. Just as
in am oilier phase of the advertising/
programing field, it is extremely help-
ful and important to have one contact
capable of and responsible for all liai-
son among agencies and advertisers
concerned.
2. Establish personal relationships
with \oiir contacts and executives con-
cerned with the show. Win their re-
specl and confidence in your sincere
desire to cooperate for the good of the
show, your client and themselves.
I.i: "iii in-urance by giving all
concerned 'Kami- knowledge of prob-
lems thai could arise. Often, disagree-
ment- and friction can be avoided by
proper planning in advance and a
complete understanding reached on
hen there might be a conflict
of interests.
1. \\ rile into tl> contract exact
procedure for handling clearances,
credits, etc. Minor hut irritating is-
sues cannot cause doubt or confusion
if all parties have agreed in writing to
procedures before the show begins.
5. Work, with your contacts on a
partnership basis for the good of the
show. This point is actually the ful-
fillment of the promises made in point
two. All parties must have a sincere
desire to cooperate, based on under-
standing the possibl) unique aims or
difficulties of the other.
After all. \our client has invested a
great deal of money in the show you
recommended; so all parties share a
common aim in the maintenance of an
effective advertising medium. Trying
to take utifair advantage of a co-spon-
sor could lead to retaliation more
harmful than the initial advantage
gained, and at best would strain rela-
tionships where fair play would have
achiev cil bai inonv .
Jerome S. Stolioff, <•/'•, Grey, New York
Perhaps the three kev words in
establishing an effective relationship
between advertisers and agencies who
alternate on the show are "coopera-
tion. ' "communication" and "chan-
nels."
\ irluallv everyone who has been
connected with a co-sponsored pro-
gram has had to face the problems "I
occasional conflicting interests and dif-
fering opinions. The majority of net-
work co-sponsored programs have a
program content thai is supervised or
even controlled bv one of the networks
or independent producers. Yet, both
advertiser and agencj would be remiss
in not contributing their best thinking
on format, cast. storv lines, commer-
cial integration and the myriad num-
ber of subjects relating to program
content and commercial considera-
tions.
When the respective advertisers and
agencies are able to sit down and agree
among themselves on the besl possible
approach to submitting suggested pro-
gram revisions, the network or the
producer is able to discuss a single
'establish
who does
what"
viewpoint or a single recommendation.
When, on the other hand, co-sponsors
are unable to work out among them-
selves suggested improvements, the
producer is forced to choose from
among several recommendations — or
more likely to maintain status <]ito.
There have been main co-sponsored
programs in which a working arrange-
ment for communications has been
ironed out between the joint sponsors
and their agencies. Invariable at least
AIRBORN COOPERATION during recent
filming of \ oi | /."a'. Show is sponsored 1>\
Pall Mall and I .S. Rubber. Left to rij:lit
Brooks Elms, SSCB, John Devine, Fletchei
I). Richards, Carlton Gilbert U.S. Rubber
.mil I i. ( ommandei Nicholas Pope, I'.S. Navy
W
SPONSOR
'■\ NOVEMBER 1956
in m\ experience, such relationships
have heen most rewarding.
The basic problem in co-sponsorship
is that the network, the talent and the
producer are forced to serve two mas-
ters. If there has not been agreement
between the ■■masters.'" chaos can well
result.
Most co-sponsored programs on the
air today run smoothly and with a
minimum of conflict caused by the dif-
ferent attitudes of the co-sponsors.
This certain!) is a testimonial to the
business-like attitude most advertisers
and agencies co-sponsoring programs
have taken. There have been some ex-
ceptions. The results have heen spec-
tacularly nightmarish.
Cooperation between the co-spon-
sors is a basic requirement in suc-
cessful co-sponsorship; an established
method of communication (as between
the co-sponsors and the producer and/
or network) is the second; establish-
ment of clear channels of "who does
what" is a third basic requirement.
Lewis H. Titterton, " and radio pro-
graming v.p., Compton Advertising, A. Y.
The odds are that co-sponsorship
would never have come about unless
the second sponsor and agency have
the same enthusiasm for the show
opportunity
for both
sponsors"
and the talent on the show as presum-
ably is possessed by the first sponsor
and agency. In many cases, the per-
sonnel of the two sponsors and their
agencies on various levels of operation
already know each other. If they do
not, it is incumbent on them to get to
know each other so that a harmonious
working relationship can be promptK
established. The second agency should
also, through the good ollices of the
first, become acquainted with the tal-
ent as soon as practicable
The objective at all times must be
the maintenance of complete harmom
between the agencies concerned so that
the program may furnish the maxi-
mum possible advertising opportunity
for both sponsors. ^
Get "Tl^e
"WFBL is a powerful selling force that has climbed
steadily in share of audience : . . . And don't forget . . .
it serves the fastest growing market in the East today.
What better selling combination could we want!"
Hooper Radio Audience Index
Syracuse, New York July-August, 1956
SHARE OF RADIO AUDIENCE
Radio sets
in use
WFBL
A
B
C
D
Mon. thru Sat.
8 a.m. -12 noon
11.2
19.1
32.0
20.5
18.7
8.7
Mon. thru Sat.
12 noon-6 p.m.
9.9
30.4
17.4
22.8
18.3
10.5
One of the Founders Corporation's Croup of
Stations: Associated with KPOA and the Inter-
Island Network, Honolulu; WTCA, Flint, Mich.;
and KTVR, Channel 2, Denver.
Representatives: Peters, Griffin, Woodward, Inc.
™fcusE,ta
SPONSOR
3 NOVKMBKR 1956
1"
With
191,
000
Watts of Firm Power
KGVO-TV
Missoula, Mont.
is the West's greatest
BUY
MAGNIFY YOUR SALES
IN THIS STABLE £*». ms.too
E.B.I. $212,747,000
MARKET
•
University City
Rich Lumbering and
Agricultural Area
167 Mountainous Miles from Spokane^
MEMO:
TIMEBUYERSi
IN THE
FIRST
WORLD
WITH A
MILLION*
NOW — cover ALL Northeastern
Pennsylvania with 1 Vi Million
Sales-packed Watts!
Leadership . . Coverage . . Power!
GET THE FACTS!
Wilkes-Barre
Scranton
Call Avery-Knodel, Inc.
Agency profile
Barton Cummings: can't resist ad novels
On the pleasant summer weekends, a tall, athletic man in his earl\
forties can he seen setting out from a camp in Little Moose Lake,
wearing waders, earn ing a flyrod and net and a creel soon to be
filled with trout. His neighbors in the Adirondack^ know him as a
skillful fly-rod fisherman. His occasional weekend guests know him
as Bart Cummings, president of Compton Advertising.
"Sometimes I invite clients up for fishing because they enjo\ it
as much as I do," says Cummings. "But if anyone talks about busi-
ness, it's not me.
During the summer, the Little Moose Lake weekends are family
reunions as well, since Cummings* wife and three children migrate
there for the hot season from Armonk Village, New "i ork.
Cummings </. i talks marketing with executive v.p. ffenrj Haines
In the agenc> s Madison \\enue headquarters, Cummings has a
reputation for being all business. Said one agenc) executive: "In
liis own informal, shirt-sleeve type way, Bart manages to gel his
people to jump to.
Cummings is bead of an agenc) that's billing al the rate of |60
million ilii- year, with better than half the billings in television. He
concerns himself mosl intimatelj with the development of a broad
marketing strateg) for his clients. "It's the marketing strategj thai
triggers all the othei agenc) services, such as media strategy, com-
mercial cop) themes, i\ program development.
This marketing strateg) for each client is based upon the studies.
analyses and research performed l>\ Compton marketing men whose
work on a particulai account begins before media or the creative
services gel involved. "These marketing men in the agenc) have ]o
.umI 20 years of background in sales management, says Cummings.
i Please linn page ► I
n|MI\»<I|{
3 NOVEMBER L956
WBKB
IS
CHICAGO
Channel 7 WBKB Chicago, WABC-TV New York
WXYZ-TV Detroit, KABC-TV Los Angeles, KGO-TV San Francisco
Owned and operated by the AMERICAN BROADCASTING COMPANY
WHiHT ON THE DRIVE'
A glossy reprint of this photograph can be obtained by writing to Public Relations Dept, Station WBKB, Chicago— Photography: Hedrich-Blessing
>
Q
Guild Films
Offers A-Time
Programming
For Every
Station Need
Guild Films mokes available to you this
A-time programming for any slot you may
wish— morning, afternoon or evening.
Write, wire or phone us now for full facts—
and for our realistic, down-to-earth prices.
I
GUILD
>0 f » » ft « V I N II
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FILMS
Compjny, Inc.
twjg r o » k ,? 2 n v
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Agency profile continued .. .
"Today, when an individual client spends into the millions annually
in various media, it's the agency's responsibility to formulate an en-
tin- marketing plan for him so thai Ins advertising budget will be
spenl mosl efficient!) and in the proper frame of reference."
Research-consciousness, says Cummings, is not restricted to mar-
keting or media at Compton. In cups, for instance, the agency has
developed two separate research techniques that have cost $600,000
in out-of-pocket expenditure during the past three \ears.
■"We have hired and trained a group of 18 interviewers to do in-
depth, motivation research among consumers with the purpose of
guiding our creative people." says Cummings. "These inter-
viewers are college graduates whove generall) majored in psy-
chology. Out of their one- to two-hour interviews with samplings ol
250 to 300 people, our eop\ writer- get reports that brief them on
product altitudes, habits and usage."
Most of these interviewers are girls, he added, since it's easier for
H i mien to gain admission into homes for these length) interviews
during the da) when men are at work.
"We've been doing these motivational research projects for the
past two and a half years," says Cummings. "Then, once the copv s
written and the commercials have been seen, another group of in-
terviewers (from our communication research group I goes to work
finding out what viewers recall out of the commercials, or what
readers recall from print advertising."
Cummings" interest in the agency creative functions is not limited
to research. "I did a brief stint writing copy for my fathers agency
in Rockford, 111., and then at Benton & Bowles before the war." he
says. "Maybe that's why I tend to get in the hair of our creative
people a little more than other groups."
Chose advertising career at an early age
While he was still in high school. Cummings spent much of his
spare time in his father's agency, more and more convinced that
advertising would be his career as well. "Then I took every ad
course I could at the University of Illinois, and got out in L935.
Anxious to move ahead fast. Cummings joined Swift & Co..
traveled to Argentina for them "in the days when I still spoke Span-
ish." But an adman in Buenos \ires advised him to go to New V>rk
if he wanted to get into advertising. Cummings followed the man's
advice. After serving in the "Saw during World War 11. lie joined
Maxon agencv and then came to Compton as an account executive
in 1047.
"The account man is the executive who acts as the client s ad man-
ager within the agencv." he told SPONSOR. "He's the guv who pulls
all the services together, shapes plans with the specialists.
Within the service departments. Cummings believes in specializa-
tion. For instance, at Compton each of four all-media associate
media directors has timebuyers and print buyers under him. I he
cop) department is also divided into print and radio-tv writing
groups beneath associate creative directors.
"Copy," says former copywriter Cummings, "'is in man] ways
the mosl satisfying job within an agencv." But he does wish thai
more i reative agencymen would realize this satisfaction and not bite
the hand that feed- them bv writing anli-agencv novel-.
"Mosl of those I ks are plain -illv." he says, but add-. "1 can't
resist reading them jusl to see il an) oi the characters resemble.
even v aguel) . an) one I know . ^
SPONSOR
:■? xo\ i:\ihih 10.")()
in
Kansas City
instead of
claimed
audience
get the
documented*
audience., .with
KCMO-TV
more quarter-hour firsts, according
to PULSE (August), ARB (July) and
NIELSEN (July) than any other sta-
tion in the Greater Kansas City area.
®
Joe Hartenbower, General Mgr.
Sid Tremble, Commercial Mgr.
KCMO-TV . . . One of Meredith's Big 4 . . . All-Family Stations
SYRACUSE
WW
RADIO \ TV
620 kc. \ Channel 8
CBS \ CBS
lipmixid by KATZ AGENCY INC.
OMAHA
w w
o\o
w\w
RADIO \ TV
590 kc. \ Channel 6
CBS \ CBS
JOHN BIAIR & CO. BLAIft TV. INC.
MEREDITH R<kO* W Idevtoi** STATIONS
affiliated with Hl'lIlT llllllll'X and liilllll'IIS and Successful Farming magazines
SPONSOR • 3 NOVEMBER 1956
:,.;
3 November 1956
D RENEW
BROADCAST INDUSTRY EXECUTIVES
NAME
FORMER AFFILIATION
Perry Allen KTLN. Denver, disc jockey
Murray Benson Stone Associates
lames Bentley Mallory Advtg Agency, radio tv dir
Calcn S Blacktord KJR. Seattle, comml mgr
William A Cancilla KFRC, San Francisco, merch dir
Augic Cavallaro Dumont Broadcasting Corp., sports dir, adm asst _
A. H. "Chris" Christensen KEX, Portland, Ore, promotion-publicity manager
Cilbert H. Christeon Weed & Co., acct exec
Larry Coke Toller Drug Co., adv mgr
Stan M. Cole Mel Cold Prod, dir indust films
William B. Colvin TvB, NY, assist to vp, charge client relations
James A. Cowan Canadian Film Inst
|ay Eliasberg CBS Tv, asst dir of research
David A. Englcs NBC. mgr advtg, prom & merch
William F. Fairbanks NBC Radio, nat sis mgr .___
Albert M. Fiala Avory-Knodel. Inc.
William W. Firman CBS Radio Sales, Detroit, branch sales manager
Joe B. Foster KTBS. Shreveport, comm mgr
Tom Fraioli MCA, film div
Richard Cilbert KOY Radio, Phoenix
C. R. Ciroux Procter & Camblc, west coast prog sup Same, assoc mgr
NEW AFFILIATION
Same, pro dir
Television Programs of Am., dir of merch
KRON-1V, San Francisco, asst pro mgr
Same, sta mgr
KNBC, San Francisco, merch dir
Same, exec asst to vp gen mgr
KCW-TV, Portland, Ore. promotion publicity manager
CBS Radio Spot Sales, sis dev rep Chic office
KVTV, Sioux City, prom & pub mgr
Same, sis mgr
Same, station relations director
. S. W. Caldwell Ltd., bd of dir
Same, acting dir of research
NBC Radio Net, mgr sis San Francisco
NBC Eastern Radio Net. mgr sis
WROW, Albany, comml mgr
CBS Radio Sales, NY. eastern sales
KTBS-TV, Shreveport, comm mgr
WRVA-TV. Richmond, local sis mgr
KRUX Radio, Phoenix, acct exec
pro
manager
Leslie Coldman
Dclbert S. Greenwood WEOA, Evansville, prom dir
Edward H. Crigg KFI Radio, LA, publicity director
John A. Haldi WBNS-TV. Columbus. Ohio, prod dir
W. Frank Harden WIST, Charlotte, man dir
CKY, Winnipeg, sis mgr
KPHO Radio, Phoenix, continuity dir
^.ssoc. Artists Prod., sis
Wm. Esty Advtg, acct sup
CBS Radio Spot Sales, sis dev staff
CKNW, B.C.. Canada, ae
Clay Hawkins
|o Hitchcock
Robert Hoffman
Jack House
Allan |. Hughes
Tom Huntley
Norman H. Jenkins Air Sea Forwarders Inc.
Jeanne Marie (ones KYW. KYW-TV, Cleveland, sis dept
Frank Langlcy WOR-TV, NY, asst pub rel dir
Liv Lanning KBOX Radio, Modesto
Robert D. Levitt C.il Natl Prod, vp & gen mgr
Ben S. Lochridgc CBS Radio Sales, NY, eastern sales manager
William A. Louden ..._ NBC. Hollywood, ae
T E Mitchell .WPIX UV) NY, controller & auditor
Robert Montgomery MCA, sis so & sw
Duncan V Mounscy _WRCA & WRCA-TV, NY, prod coord
Paul Mowery ABC, exec
Clinton Nanglc ABC Radio Net, sis
Lcavitt J. Pope WPIX (TV) NY, operations mgr
Robert M. Purcell Robt. M. Purccll, tv & ind consltng firm
Ceo. Blake Enterprises, sis mgr
KOA-TV, Denver, pro mgr
Same, sis prom mgr & publ dir
Same, pro dir
WIS, Columbia, SC, man dir
CKNW, B.C., Canada, CKNW sis staff
Same, prom mgr
Same, sis NY (rejoining AAPl
Screen Cems, nat acct exec
Same, sis dev rep NY office
Same, advtg mgr
KFI, LA, sis prom staff
KYW-TV, Cleveland, sis ser mgr
WPIX-ll. NY, asst pub & publ rel mgr
KSTN, Stockton, sis staff
Same, chief exec officer
Same, network sales manager
NBC Radio Net, mgr sis LA
Same, vp & controller
Assoc. Artists Prod, sis southwest
WPTR, Albany, gen mgr
MCM-TV, spec sis assnmt middle west
ABC Radio West Net
Same, vp chg of operations
Crowcll-Collier Pub. Co., rad-tv asst to pres
Forjoe & Co., dir of prom & research
Jeanne Pyle Jeanne Pyle Public Relations
Jerome R. Reeves WBNS-TV, Columbus 0, program-operations director KDKA-TV, Pitts, general manager
J. R. Ritcnour Modern TV, vp & gen mgr .Modern Tcleservice, Inc., president
William M. Robbins, Jr. Paul H. Raymer Co. KRUX Radio. Phoenix, sis mgr
Robert Rose Graphic Films Ltd., Toronto Robt. Lawrence Prod. Ltd., Canada, prod dir
Mike Shapiro Tulsa Bcstg Co., man dir Same, pro, sis & full control of KTVX
William D. Shaw
R. E. Short
Paul C Smith
Ray M. Stanficld
Henry M. Stanley
CBS Radio Sales, NY. network sales manager
.Procter Cr Camble, radio & tv sup
KFWB Radio, LA, ch of the bd
WIS, Columbia, SC, sis man
KSFO, San Fran, vp-general manager
Same, assoc mgr pro
KFWB Bcstg Corp. pres
WIST. Charlotte, man dir
KCMJ, Palm Spngs-KRAM, Las Vegas, dir nat sis
ARB, LA. account rep
Assoc. Artists Prod., sis rep
Gene Thompson Honig-Cooper Co., LA, med & acct ser
Leo Turtledove Tele-Pictures Inc., west sis mgr
Roman W. Wassenberg KSFU, San Fran, general manager
Ed Winton KLIF. Dallas-KELP, El Paso, disc jockey
John Sanford Wise KRUX Radio, Phoenix, acct exec
Wally Voigt WAIR, Winston-Salem, gen mgr WLOW, Norfolk, sis mgr
Same, consultant
KILT-TV, El Paso, gen mgr
..Same, sr acct exec
ADVERTISING AGENCY PERSONNEL CHANGES
NAME
M Bristow
C Bullcn
William C Christy
Carlton H Davis
F W Ellis.
|ohn W
| J . i r r < It
I
FORMER AFFILIATION
BBDO. Buffalo, vp account exec
MacFarland, Avcyard, acct exec
Maxon Inc.
BBDO. Buffalo, head creative services
I ovick b Co., Vancouver, vp
N Y. Ayer. Detroit, vp
Chicago Film Lab, Chi, production manager
D'Arcy, vp chg of tv & radio
Nulrina Mills, ad sup
Danccr-Fitzgerald-Sample, mod dir
Compton A'l. I li dir
I P. Shelley & Associates, pres
K & E
BBDO, NY, account exec
Block Drug Co., Inc., med research mgr
|WT, acct exec
NEW AFFILIATION
BBDO, Cleve, vp — CE lamp division account
Same, vp
Product Services, Inc., sr copy contact exec
BBDO, Clev, head creative services
McC.inn Enckson, Vancouver, mgr
Same, mgr Detroit office
Wherry, Buker & Tilden, Chi. radio-tv dept
Paul Louis Inc., ind consltg firm
Knox Reeves, acct exec
J R Pershall Co., med dir
Atherton tV Currier Inc., research dir
McCann-Erickson, LA, sr acct sup
Bry.'n Houston, Inc., chg of con research
BBDO. LA, account exec
French & Preston Inc.. med dir
SSC&B, acct exec, Cunther Brewing
M'OVSOH
.''. \o\ i \im r L956
Naff
Sponsors Agree
americ-
HARACTER OOU .
FLAV-R STRAWS
MAIT-O-MEAL
PHOENIX
sKPH0-TV's
Phoenix children are eager-beaver followers of the
"It's Wallace?" Show. Wallace Snead, Goldust Charlie
and Ladmo, stars of the show, sell, sell, SELL through-
out an hour of first run Warner Brothers Cartoons.
Two Phoenix stores sold 1,440 pairs of Gold Rivet
Jeans as a result of only three weeks' promotion.
The Wallace show enjoys the highest cumulative
daytime rating in Phoenix — topping KPHO-TV's
"Trailtime" in second place. "It's Wallace?" is the
ONLY local TV show in the TOP TEN.*
In less than a month Wallace received over 4,000
membership applications to the "Wallace Watchers"
club. Each contained 25 cents club fee.
"It's Wallace?" is SRO for sponsors now, but make
your reservations early for this "eager-buyer"
audience.
June '56 ARB*
i i. d by KATZ AGENCY INC
JOHN BLAIR & CO. BIAIR TV, INC.
MEREDITH £W«* W Ick^i^ STATIONS
affiliated with Better Homes and Gardens and Successful Farming magazines
s
A
S»
Because tricks ar
Easy to do on film, tod
Stunts that put life in your sho
come off right. No chance of "flu
or "goof.'' And you know in advar e
how your audience will react .
know because you can shoot, e t
and pre-test to your heart's conte
Costs are low, too, when you
dependable EASTMAN FILM.
National and regional spot buys
in it ork now <>r recently romi>leted
SPOT BUYS
TV BUYS
TREND OF THE WEEK: T<>\ items are moving into spol to capi-
talize on pie-Christmas gifl buying, using the visual medium to
demonstrate. The Lionel Corp., New York, through Grey agency,
same city, is buying 20- and 60-second film announcements and
participations in 81 markets. Strategy: to reach older youngsters as
well as their fathers I via late-night). Plan: heav\ frequency with
graduated schedules from 22 November to 20 December. Bu\er:
Joan Stark. Selchow & Righter, New York game manufacturer, is
using spot tv to promote holiday sales of Scrabble and Parchesi.
Different market line-ups are being purchased, with some II cities
for each game running from mid-November until shortly before
Christmas. Frequency: six to 10 announcements per city per week.
Buying is almost completed. Agency: Norman, Craig & Kummel,
New York. Buver: Jean Sullivan.
uch treats!
• complete information— type
film to use, latest processing
hnics— write to
Motion Picture Film Department
STMAN KODAK COMPANY
Rochester 4, N. Y.
East Coast Division
342 Madison Avenue
New York 17, N. Y.
Midwest Division
137 North Wabash Avenue
Chicago 2, Illinois
West Coast Division
6706 Santa Monica Blvd.
Hollywood 38, Calif.
or W. J. GERMAN, Inc.
gents for the sale and distribution of
Eastman Professional Motion Picture
Films, Fort Lee, N. J.; Chicago, III.;
Hollywood, Calif.
e sure to shoot
IN COLOR . . .
You'll be glad you did.
The Silex Co., Hartford, is testing on a Cleveland station. The
buy: 15 station break announcements weekly for four weeks, with
I.D.'s and voice over. Agency: Paris & Peart, New York. Buyer:
\\ e\ mouth S\ mines.
Bissell Carpet Sweeper Co., Grand Rapids, which used spot tv for
the first time this year and has had four spot tv promotions since
March, is buying two to four daytime minutes weekly for a four-
week period in 46 national markets. Schedule, which takes the air
19 November, supplements company's network participation in
Today and Home on NBC TV. Buying is partially completed.
Agency: N. W. Ayer, New York. Buyer: Val Ritter.
Procter & Gamble, Cincinnati, for its new shampoo, Velvet Blend,
is testing in two markets prior to expansion as the product is intro-
duced nationally. Pattern: nighttime tv with minutes. I.D.'s and
co-sponsorship of a half-hour filmed adventure show in behalf of the
three types of Velvet Blend, for oily, normal and drj hair. Copy is
rotated. Testing to continue indefinitely. Grey Advert isinu. New
York, is the agency. Buyer: Ken Kearns.
Beauty Parlor Cosmetic Co., New York, is introducing a new
product, Stayz-Set, a shampoo which includes a hair fixative, via
spot t\. It's using minutes as well as quarter-hour programs during
the daytime. Pattern: some 150 national markets, with a slow start
now and the peak anticipated for early December. Film commer-
cials solicit mail orders on the 82.98 item, and schedules will con-
tinue indefiniteh in product's first use of tv. Client prefers local
live personalis shows; is shopping for best adjacencies. \genc\ :
Parker. New York. Buyer: Charlene Hirst. Buying is not completed.
RADIO BUYS
TREND OF THE WEEK: Consumer magazines are turning to spol
to solve particular area or sales needs. Cases in point are Reader's
Digest and Holiday i Curtis Publishing i currentlj busing for lim-
ited areas. Reader's Digest, reportedly readying a 1 Januar\ start
for a one-week drive in the South and on the West Coast, is winding
57
■
Spot buys
SPONSOR
NOW
PUBLISHED
WEEKLY
WITH A
FOUR-POINT
EDITORIAL
PROMISE
1. essential reading
2. useful reading
3. fast reading
4. easy reading
vrap-up
out of ten copies to tv r.idio
mind and advertisers.
up its heaviest spol year. Previous pattern: perhaps two spot drives
annually. Current one: as man) as seven. Vgency: Schwab \
Beatt\. New iork. Holiday use- a similar quickie campaign; its
plugging tin- lead storj on South Carolina in its December issue
will: minutes in lour S. C. markets the week of L5-21 November.
Agencv : BBDO, New York. Buyer: Millie Eberhard.
Carter Products, New York, lor a new product, Colonaid, begins
buying -pot radio after testing in newspapers. Vgency: kastor,
Farrell, (Lesley & Clifford, N.Y.C. Buyer: Beryl Seidenburg.
Flav-R Straws, \lt. Vernon, New York, after an unusually successful
new product introduction via spol t\ (see "Flav-R Straws dilemma:
how lo ride a t\ liver. SPONSOR, 0 \ugust), moves into new areas
with radio. Progression will he into the South, state h\ -tate. witli
the Carolinas in November followed In Florida and (ieor^ia in I)e-
cember. Client uses et's as well as participations in women's shows,
with personalities handling cop\ . A»enc\ : Dowd. Redfield \ John-
stone, New York. Buyer: Art Topol.
Harold F. Ritchie, Clifton, \. J., which has built the success of its
Brylcreem hair preparation in national t\ spot, hegins its first radio
lest in three southeastern market- in mid-November. Saturation
schedules of 20 to 21 l-minute et announcements weekh will he
aiied expected minimum of 20 weeks in same markets where t\
announcements have been on air for past year or so. Brylcreem
will u-e il- popular l\ jingle in earl) morning and weekend period-.
\imed particularl) at automobile audience-, campaign is a lest of
radio a- possible complement to. rather than a replacement for. the
l\ schedule. \-enc\: Atherton & Currier. New York. Buxcr:
Jluhert Sweet.
RADIO & TV BUYS
Lever Bros., New ^ ork. for its Imperial margarine (premium-
priced, with butter content), is buying Midwest and Pacific coast
stations in expansion of present East and Midwest campaign. Heav)
frequenc) call- lor minute announcements and participation- in
radio, minutes and breaks in t\. Vgency: Foote, ('one \ Belding,
New York. Buyer: Penelope Simmons.
United Fruit Co., New York, via BBDO, same city, brings Chiquita
Banana hark to radio and l\ in il- famous jingle form. Markets:
50 for radio, with minute and ehainhreak el'-: eight for l\. with
10-, 2D- and 60-second him-. Both da) and night periods were
chosen. Buying has been completed. Buyer: Millie Padova.
Stephen F. Whitman & Son, Philadelphia, for Whitman'- cand)
i- using -poi in 58 t\ markets and 1 radio markets, with buying just
pleted b) Y \\ . Vyer, New York. l\ pattern: 13-week pre-
Christmas series aimed at men with 10-second him commercials in
prime times al the rate of -i\ weekl) in majoi markets. Commer-
cials an intensified in three-week period before Christmas, followed
b) a -lark oil to the i w o week- preceding Valentine's Day, Mother's
ter. Radio pattern: Jingles in earl) morning and earl)
evening lime-, again aimed at men. with 34-week campaigns in three
cities, seven-week drive in New ^loik. Bunyer: Jeane Nolan,
sponsor
3 NOVEMBER 1 ').>(>
starring
Ronald
•Benita
TIE YOUR PRODUCTS TO SUCCESS!
The polished acting of Ronald Colman and his wife,
Benita Hume, and the suave comedy situations of
THE HALLS OF IVY are an award-winning
combination that's given unanimous acclaim by
America's greatest TV drama critics! "Bright and
witty"... "keeps me glued to TV"... "hung with highest
laurels"... "great charm"... "brings literacy to screen"
..."breezy "..."most delightful and certainly the most
humorous and best written"... "adds class to TV".
—Yes, has wide
audience appeal for higher- income, intelligent buyers who "enjoy
adult television comedy". That's why this entertaining comedy series
of 39 half-hour programs attracts the audiences best for you . . . the
audiences that can afford to buy more and do buy more of all prod-
ucts and services. Check today for your market opportunities.
Television Programs of America, Inc.
EDWARD SMALL • MILTON A. GORDON • MICHAEL M. SILLERMAN
Chairman President executive Vica-Preudent
488 Madison Ave., New York 22, N. Y. • PL. 5-2100
Digest oj the neck's developments
in advertising and the air media
WRAP-UP
ADVERTISERS
Bulova joins early
holiday advertising rush
esl campaign in Bulova historj
for new "First Lad) watches is being
launched in time for this year's earl)
Christmas promotions. Spot tv is ex-
pected to reach over 30 million view-
i day. Jackie Gleason Show, CBS
T\ . is counted on to add 12 million
more per week.
I .,„ al-level coverage will be through
dealer tie-in announcements on both
radio and tv.
Xmas sales expected
to reach all-time high
The I .S. Chamber of Commerce
predicts an ovei 7' 1 -ales hike for this
Christmas season, setting an all-time
record. Retail sale- foi November and
I ).-. . mbei are expected to total $31.1
billion compared to 829 billion last
year, i Figures exclude cai sales, i
How Alcoa got 8 million
homes in one day last Xmas
Advertisers considering Christmas
promotions ma) be interested in Niel-
sen figures "ii \Iiii. i~ one-da) Christ-
mas Mil/ last scar. "" Ucoa Da) " satu-
ration -i.tr 1 1 ■ « 1 with two spots mi the
Today show. Seven mon NBC l'\
shows carried 13 additional announce-
ments f"i the one da) onl) .
Individual ratings on the commer-
! e not high average 1.8. But,
imided throughout the da) and
i. the sales m reached
"i different hom<
II tv honn Cost was ai ound the
ning l\ -how.
i ill * 1 i — « ontinue their appli-
il the
■'■■ m Appliance
President, Victor Emanuel says rea-
son: to reduce losses and strengthen
"profitable and rapidl) expanding com-
mercial, industrial, defense and broad-
casting operations.
Kellogg still likes Lassie — even if
not for the I .S.A. After dropping the
CBS TV kid show just this season, the
advertiser has turned around and
bought it for eight Latin American
markets. Sale negotiated thru TPA.
. . . North \merican Philips con-
tinues its in-and-out programing pat-
tern. Latest huv is 17-dav Olympic
series on NBC radio. This follows re-
cent contracts for Project 20, NBC
I \ "s irregularlv scheduled documen-
taries.
Now that current rush of eon-
tests is simmering down, advertisers
are turning to premiums I Wrap-up 27
October I. Most recent is Borden with
a four-piece cutler) set offer to be in-
troduced on its NBC T\ shows. Queen
for a Day and People's Choice.
Insurance advertising stepup
on local level was advocated by Llwood
Whitney, senior v.p. of Foote, Cone &
Belding. Speaking at the national Mu-
tual Agents convention, Whitney urged
more low cost advertising in three local
media radio, newspapers, and out-
door. . . . Lincoln National Life In-
surance i.u. moves into its first ex-
tended Use of radio. The Insurance
firm will sponsor 2.~> out-of-town games
of the /ollner Piston basketball team
",i WOWO, Ft. Wayne.
Ford Dealers have taken an option
on The /.urn Grey Theatre for co-
sponsorship with General Foods. Ford's
icy. J. \\ alter Thompson, recom-
mended move i" client. . . . "Food
Store Profil Study," film made for
-ii Brewing, is being screened
foi othei brewers. I he film, produced
b) Mel Gold, highlights a surve) of
up-state New 'imL rocerj stores,
Among I I items researched, beei
-bowed greatest profil pei square foot.
Fifty-two breweries have already seen
or are on waiting list to see the film.
. . . (.alio Wine has stepped up its
radio-to spot Inning.
AGENCIES
Favors copywriter
who can double in media
Margot Sherman, v.p. and associate
creative director at McCann-Erickson,
stresses need for copywriters who can
double in media. She aims for a well-
rounded cop) person who is able to
v\ork in all media.
At a meeting before the Advertising
women of New York. Miss Sherman
also outlined what her agency looks
for in personnel — a job performance
that "sings" in selling merchandise
in an exciting way. Examples: I I i
Piel's tv commercials: (2) marketing
innovation of Campbell s "soup on the
rocks"; and (3) the silhouette tech-
nique used by Nabisco in its tv com-
mercials.
Ad man predicts end
of educational television
\\ ben will tv's "seller's market end?
A major New York agenc) tv -radio
director offers these conjectures:
1. Within four to five years educa-
tional channel- will be "'recaptured,
helping to provide more commercial
stations in the tight outlets.
2. The balance will have swung to
a "buyer's market when there are at
least LOO cities with four or more com-
mercial lv stations. I \i present there
are 1 1 -neb markets. I
ScheidelerS Beck will Fold at the
end of the year. Announcement come-
on the heels of loss of the Manhattan
Soap account to \\ eiss & < leller. Joseph
Scheideler and kev personnel join
Bryan Houston Vgency.
SPONSOR
3 NOVEMBER 19.%
jot tvAfB- W P/toMctioH/
WAFB-TV, Baton Rouge
Wins"Millionare" Contest
Of four national television promotion contests conducted in the
last 18 months, WAFB-TV has won first place in three of them.
(And we think we'd have won the other one, if our Promotion
Director, Grace McElveen, hadn't been on a cruise she won in
the second contest, when the third contest came up.) Look at
this recent record:
D
First place winner in "Lucy
Show" competition with a double
first prize for special merchan-
dising job.
Finished in "top four" in promo-
tion contest sponsored by "Frank
Leahy and His Football Fore-
casts."
First place in Screen Gems, Inc.
contest on program promotion
WAFB-TV's only entry won sec-
ond place in 1956 Billboard pro-
motion contest for ''network
programs."
AND
NOW
Golgate-Palmolive Company conducted a nation-wide contest
among CBS television stations to stimulate interest in "The Mil-
lionaire." Once again WAFB-TV's unique superiority in mer-
chandising won first place. Such extra support pays off in extra
ratings on WAFB-TV (see below).
AM tkit, and /?atut&4, too/
WAFB-TV has overwhelming
viewer preference in Louisiana's
State Capital. According to latest
Telepulse, WAFB-TV has a lead-
WAF
ership of nearly five to one, is
first in 347 quarter hours to 78
for Station B.
Affiliated with WAFB-AM-FM
CBS-ABC 200,000 Watts
Reps: Blair Television Associates
"First in TV in Baton Rouge"
SPONSOR
3 NOVEMBER 1956
61
ut agenoj appointments:
Bennett & Northrop for Joseph
-Dun for J. Strickland
i Crown cosmetics) : D' \nv for
Reddi-W ip I billings of >l million I :
North foi roni's new >kin lotion.
Softiiing. I For other agenc) switches,
■ONSOR-Scope, Pa
\( count exeeutive compensa-
lion survei b) the League of Vdver-
tising \gencies finds that the majorit)
ncies share the 1 5' i commission
with .i.r.'- on a 50-50 basis but prac-
tice far from overwhelming. Quite a
lot of agencies take more than 7'L>'c
and even up to In' , as their -hair. . . .
RTES Timebuying and Selling
Seminar, will be repeated this year,
starting 13 November. Sixteen lunch-
eon sessions will be held al New ■■ ork -
Hotel Shelton.
MiT
We're really breaking records —
our lihrarv li.is been cleared of
nerve racking, hard to take
music and now \\'\'i l features
"Melody Fidelity," good music
for listening pleasure. The kind
of music adults will remember
and enjoy morning, noon and
night. Its not crew cut or long
hair, hut nisi good enjoyable
thai Rochester warns.
News, too, is breaking all listen-
ing records for WVET's com-
plete up-to-the-minute world-
wide and local news COvcr-
is .nred every hour on
the hour. Hoth news and
music arc presented by
\\V| I personalities who
„ .ire long-time favorites in
' Rochester. Your c lients I an
iles records with
\\ VI I radio.
ROCHESTER, N.Y.
Nationally by
THE BOLLING COMPANY
NETWORKS
CBS TV daytime study
promotes housewife audience
In a stud) covering the first six
months of L956, CBS ha- come up with
the following facts <m daytime t\ and
the importance "I the housewife audi-
ence: i I i there were 1<>!1 sponsored
quarter hours per week between L0
a.m. and 5 p.m. on all networks; (2)
average ratings ol these sponsored
shows was 0.2.
Nudv further disclosed that foul ol
television's top advertisers spend more
in daytime network t\ than thej do for
evening time. The four are I 'X* ■. Col-
gate, General Mills and Kellogg. P&G's
daytime budget is about double its
nighttime tab according to the CBS
figures. (See also "Daytime t\ s great
dilemma," page 23. i
Those \\ hiting (iirls. summer re-
placement for Lin\ two seasons hack,
will return to network t\. Desilu starts
filming this month for P&G and Gen-
eral foods. Plans are for fall of 1957,
hut the sister series ma\ wind up again
as summer substitute.
( I5S Radio add- emphasis to drama
with scheduling of a solid block from
I to 7 p.m. on Sunda) afternoon. Other
major move is expansion of Robert
Q. Lewis from a half to whole hour
five nights a week. . . . Audience
participation -lill goes over big on
radio. Pulled second, third. and
fourth place in Nielsen's Septembei
i eport.
ABC Radio -brings in new network
sponsor, Magic Matching line, id.
Othei sales add four new and three
renewed advertisers to Breakfast ('lul>
and soap opera lineups. . . . Pontiac
added as I BS Radio clienl with par-
ticipation in four evening -how-.
Bissell Taipei Sweeper has
hi into NBI I \ ' - Matinee
I heatre. ( lonti a< i covers a j eai w ith
annoum ements grouped foi three main
selling seasons. . . . CBS Radio pro-
motion depai i m miiI i- prepai ing mosl
elaborate station presentation kit- yel
■ ■ more impetus t" radio upsv
Although \ni|ie\ w as in -i i" pei Fei I
a \ideo tape machine. RC.Vs experi-
mental \ideci tape was lll-l to he seen
b) the public. \ chicle used last week
was a two-and-a-half minute color -ce-
ment on NBC T\ - Jonathan II inters
SIkiic. . . . CBS Radio Affiliates \ — n.
has appointed an Executive and a Con-
vention Committee. John M. Ri\er-.
\\ t SC, Charleston, will be chairman
nl the executive committee and Hubert
R. Tincher, \\ \ \\. i ankton, will head
the convention committee.
Corn Products Refining Co.
boughl \BCT\ participations amount-
ing to almost $2 million. Programs
used will be // Could Be You and
Matinee Theatre. Bin follows placing
ol I'ress Conference on ABC T\ b\
the sponsor. C. L. Miller Co. i- the
agency.
SRA, 4's discussing
uniform confirming form
Station Representatives Association
and the 1 V- expect to adopt a stan-
dard time order confirmation form
within a couple weeks.
Discussions for the 4 As is being
conducted b\ it> broadcast media
group.
NBC Spot Sales explain- ill book-
let issued for agenc) and ad managers
the purposes ol spot and how it oper-
ates as a basic sales medium. Book-
let demonstrates how spot can be used
to match regional or scattered distri-
bution, reach consumers at gi\en times
and introduce new products.
John P. Denninger, Blair T\
N.Y. sales manager, believe- that time
Inner- appreciate wh) stations prefer
Tke Conrtutefiioi
Dtoide Stotum
KXLF-TV 4
\N\\ "/X
^COPPER STRIKE*
5> BOOM TOWN^
... "> '
Butte and Montana
SPONSOR
3 NOVEMBER 1956
not to include discounts for premium
feature films as part of a package plan.
Elimination of discounts for such spots
is easier than increasing the cost on
the rate card.
National Times Sales will shortly
issue a multi-page presentation of sta-
tion and market data relating to its
Spanish Language Network.
TV STATIONS
Local "spectacular"
gets spectacular results
While networks are having sponsor
and rating difficulties with their "spec-
taculars/" local stations adapting the
big-big show format are doing just
fine. One example is Union Electric-
do. of Missouri's On Stage In St. Louis
recently viewed over KSD-TV. Show
was the first of three local "spectacu-
lars"" and grabbed off a 48.7 Hooper
rating — plus a 76' < sponsor identifi-
cation.
A combination of national star
names and local talent was used. Ticket
request- for future "spectaculars" top-
ped 6.000 within three days after the
first show. Gardner Advertising is
the agency.
WCAU-TV's novel tie-in
for syndicated film show
WCAL -TV has come up with a
smart and fitting tie-in promotion for
its Badge 714 film series. Heroic acts
by officers of the Philadelphia Police
Department are "saluted" on each
show. Promotion fits in smoothh
with the factual "I am a cop" theme
of the show.
The Police Department is cooperat-
ing with information and props to il-
lustrate the beyond-the-call-of-dut)
feats. Sylvan Seal l)air\ and Nabisco
co-sponsor Badge 714 in Philadelphia.
KTVW's "Silver Dollar Jubilee"
promotion is bringing in-store traffic
to 50 sponsors in the Seattle-Tacoma
area. Three awards of 500 silver dol-
lars will be given away to station view-
ers signing-up at the participating
stores. . . . WFLA-TV Tampa, has
begun live wrestling show- in the day-
time. Originate in studios, with air-
audience.
WKCA-TV, New York, is now of-
fering 20-second live station breaks in
color for the same price as b&w. . . .
An all electronic "weather girl" will be
used by WVEC-TV, Norfolk. Va. The
electronic weather board, designed by
Hastings-Ray-Dist.. gives instantaneous
weather information.
WRAL-TV, Raleigh, has started
excavation for its building site and
expects to go on air in December. . . .
North Dakota Broadcasting Co. i-
offering $2,000 in awards to students
and teachers via an essay contest at
the end of school term. Prizes will be
distributed within coverage areas of
KBMB-TV, Bismarck; KCJB-TV.
Minot; and KXJB-TV. Fargo. John
\\ . Boler, NDBC Prexy, sees project as
opportunity to glamorize teaching pro-
fession.
New tv stations: Between 22 and
27 October two new tv stations took to
the air; one received a construction
TOP BILLING for Michigan's TOP TV buy
Nat I Reps.
SPART0N BROADCASTING CO., Cadillac, Mich. weed tv
permit, and three applications for new
stations were submitted to the FCC.
New stations on the air include
WMBR-TV, Channel 4, Jacksonville,
Fla.. tower 931 Feel above average
terrain: 01.2 kw visual; owned hs
Washington Post Co.. and WKBT,
Channel !i. Fa Crosse, W is., 251 kw
visual, owned b\ W'KBH Television
Inc.
New applications include. Channel
69, Mid Illinois Television Co.. Pekin.
Illinois, I').1' kw visual; tower 384 Feel
above average terrain: cost of plant
$84,737; yearlj operating $04,250,
also Channel 7. The Heart of the Black
Hills Station-. Rapid City, S.D.. .535
kw visual; tower 542 feet above aver-
age terrain: cost of plant N.">!!.7i.:
\earl\ operating $06,000. Third ap-
plication is for Channel 23, Yakima
Television Corp., Yakima. 22.5 kw
visual; tower 959 feet above average
terrain; cost of plant $165,200: yearlj
operating $130,000.
Single construction permit went to
the Walla Walla TV Co., for Channel
8 satellite. Walla Walla. Wash. Per-
mit allows for 3.02 kw \ isual.
KPOP's In-Market Spots
are advertisers' bonus
KPOP. Fos Angeles, "In Market
Spots" plan gives advertisers buying
time on the station a bonus in the form
of 30-second spot announcements over
the p. a. systems of 20 to 40 Southern
California food stores. KPOP has
tie-in with Magni-Cast which supplies
background music for super markets.
The bonus commercials are put on
tapes and cut in at 9-minute intervals
during the day.
The merchandising plan includes
onl\ products stocked b\ the -tores
Tke Cwituimtafc
Dtoidi Station
KXLF-TV4
< COPPER STRIKE-
'.BOOM TOWN >
ft. v N
Butt* and Montana
SPONSOR • 3 NOVEMBER 1956
63
product in each categor) .
In a recenl three-da) test of the plan.
- ■■!! Star Kir-t Tuna and Snow
Crop Turnip Greens went up In 200' <
compared t«> a three-da) period when
the -tore announcements were not used.
COMMERCIALS
How Song Ads keeps
out-of-town clients happy
Song Vds has adopted the question-
naire method for satisfying clients lo-
cated far aua\ from its production
center in Hollywood. Clients are sent
a check \\>i to fill out wav in advance
of an) groundwork on commercials.
Check list calls for ad cop) points
in order of importance, brochures,
sample cartons of product, tear sheets
of recent advertising and previous ra-
dio-h commercial samples. Client-
c) philosoph) on the product is
also explored.
Vds says the method saves the
advertiser time and eliminates check-
backs. It also eliminates necessit) for
an agenc) or compan) representative
to be on hand in llolK wood. Time
saved also lowers cost of commercial.
Biggest trend in tv commercials
i- the combination of animation plus
live action. Shamus Culhane, com-
mercials producer sees this formula as
offering soft-sell thru animation, with
live-action as hard-sell kicker.
( .nun - Advertising Film Festi-
val award winner i- Playhouse Pic-
tures. \nimate.l commercial '"Old
Lad) and the Shoe" for Ford Station
\\ agons took an honorable mention. . .
rransnlm worked out a special cam-
-■ -t-up for recentl) completed Lionel
■'- i ommercials. Rig enabled 35mm
camera to travel along miniature
tracks and shoot train- head-on in
mot ion.
I o,d"- 'How to Maki a I \ Film
men ial was -< reened in New
^ ork this week. The 28 minute film
•lor outlines production steps and
;l" i reatinn and development
■ i oloi < ommercials. Pi ints are
the Ford film library
i
llal Kouch inized it-
with an account
set-up similar to ad agencies. Prod-
ucts will all have their own account
managers.
Cascade's Pictures* president.
Bernard Carr; points out that adver-
tisers now want commercials that en-
tertain and are willing to spend more
mone) to get them. Example is Cas-
cade s own Kleenex spots using optical
effects to produce a two-foot tall
character. Commercials cost about
50$ more than ordinarv because of
effects and oversized furniture. Kleenex
feels "different" techniques will hold
audiences and prolong life of the spot.
RADIO STATIONS
WINS works out plan
for account assignments
\\l\^ N.Y., is introducing plan to
ea-e the traditional hassle b) salesmen
over choice accounts. Station execu-
tive. J. Norman Nelson, has set it up
this wa\ : ili a salesman gets account
assignments and makes call reports
ever) day. (2) call reports are checked
after a month, and an) agency that
hasn't been contacted is automatically
up for reassignment (Si at the end
of 00 da\s an) agency which has made
no purchase is also up for reassign-
ment.
In this wa\ all salesmen have a good
chance at a turnover in the better ac-
counts.
Jack Barry and Dan En right,
t\ packagers, have gone into radio —
hv wav of a station purchase. Barrv-
Enright has bought WGMA in Holly-
wood, Florida. . . . Half Brent v.p. at
\\ I P. Philadelphia, in advocating va-
riety in radio programing warned
against freezing radio "to death with
the unalterable formula — music, news
and -polls.
\\ l»l . New Oilcan-, has started
all-night service with Delta Virlines
sponsoring h midnight to 5 a.m.
-even nights .1 week. . . . K(»N(>.
Dodge (iiiv. gave out rain gauges to
iO local farmers. farmer- are now
supplying the station with regular pre-
cipitation reports.
\\ I- 1?|{. Ball imore, is also using
a "<iv ilian corps this time to pro-
v ide new - reports Si ition got owners
and operators "I mobile-ph :-equip-
ped vehicles to agree to -end in news
reports gathered on their regular busi-
ness rounds. Pool adds 30 volunteer
reporter- to \\ FHR's new staff.
FILM
P.a. by syndicated film
star pays off for advertiser
Duncan Renaldo s appearance in At-
lanta in behalf of Miss Georgia Dairies
boosted sales 20 'r above normal. The
Cisco Kid stars well-publicized visit
is given full credit for this gain bv
general manager of the dairy. Pro-
motion also credited hv the sponsor
with opening ''overnight" several new
retail outlets.
A Ziv executive, commenting on At-
lanta result, said p.a. tours are syndi-
cated film's advantage over feature
packages.
Feature films starting
personal appearance tours
Feature film distributors have not
overlooked the value of p.a. tours
either. Barbara Hale made the trip
down to San Diego. California, in
connection with XETV's recent RKO
Movie package buy. XETV calls the
-cries The Cover Girl Movie and uses
local models to open each show. Star's
appearance included acting as judge in
"Cover Girl Beauty Contest. '
Other stations that have made
premium feature buys the past week
include KTVR. Denver. KPHO-TV,
Phoenix; KLOR, Portland. Oregon^
and KKON-TV, San Francisco. . . .
feature films are currently causing
controversy as well as excitement in
television. Witness a San Francisco
theatre'- claims that "Intermezzo" was
shown incomplete!) on local tv ami
KPIX's indignant rebuttal.
TPA starts production on The Vet*
Idventures oj Charlie Chan this
month. Scripts will he entirel) orig-
inal and will introduce J. Carroll
Naish a- tin" Chinese detective. He's
No. 1 to him the character.
The Film Producers' Assn. of
New York has taken steps to bring
more new business to N.Y. and also
bring back business slowl) slipping
SPONSOR
3 NOVEMBER 1956
away to Hollywood. Wallace A. Ross
Enterprises has been hired l>\ non-
theatrical film outfits t<> survey the
situation and find out how much busi-
ness has gone \\ est. Ross will also
stress promote values of New York
filming, know-how and skilled person-
nel.
Jake Keever, sales director for
INBC Films, feels the market for syn-
dicated film is as firm as ever. Sees
current feature bin ing as just replace-
ment for older feature films. Keever
also helieves there are plenty of local
sponsors waiting around and that
there is no need of hesitating to pro-
duce a film series without a regional
or national sponsor waiting in the
wings.
NTA-Desilu,s Sheriff of Cochise,
motorized western, has been sold in
140 markets. . . . Screen Gems and
\\ illiam Goetz have combined to bring
hour-long biblical stories to the home
screens. Series titled Book of Books
will be filmed in color.
ABC Film Syndication has added
Japan to its outlets for Passport to
Danger. Series will be in English. . . .
Kingdom of the Sea, underwater color
series, is Guild Films most recent
acquisition.
Screen Gems' venerable All Star
Theatre just chalked up its 350th sta-
tion sale. . . . MCA has just offered
network's Crusader for syndication.
Two other shows, State Trooper and
// You Had a Million go from the re-
gional to local sales list.
KTTVs recent feature films
splash bore out Pulse predictions
made back in September. Before
launching the premium features, KTTV
ordered a survey from Pulse on the
Tke CofttUteittoi
Dioide Station
KXLF-TV 4
:< COPPER STRIKE-
% BOOM TOWN <"
On ^
Butte and Montana
probable popularity of the \IC\I mov-
ies. Pulse predicted a 53' i audience
share and a projected 11.0 rating. Ac-
tual share of the filmcast was 57.6,
rating 33.5.
Gale Research. Detroit, has pub-
lished a hand) reference tool, "Ency-
clopedia of American Associations."
Book contains over 5000 listings from
"abrasive" thru "zoology." . . . Pulse
has just celebrated its 15th birthday.
Dynamic Films has reorganized
and expanded operations. Six newl)
created departments include: Tv film
packaging, Tv commercials. Public
affairs. Automotives, Advertising-pub-
lic relations, and Medical-religious.
Plans are also underway for a feature
film which will get tv distribution as
well as theatrical release.
RESEARCH
Coming: a daytime tv
study of 26-week audience
A 26-week cumulative audience
study of daytime tv has been ordered
by one of the networks. Previous
cumulative studies generally have been
on a four-wreek basis. Reason for new
study is to use results to sell adver-
tisers on total circulation rather than
short-range ratings.
This long-term view of audience be-
havior is termed by the network's re-
search executive as "The kind of thing
we have needed for 10 years."
William Tell Productions has
come up with a syndicated film quiz
show for "everyone." Disabled Ameri-
can vets will sponsor. Quiz is patterned
after current newspaper contests with
top prize of $25,000 or more. Show
is called "self liquidating" by the
producer as an entry fee will be
charged. Clearance has been granted
by the U. S. Postoffice department.
TvB roadmap
for department stores
TvB has set up plans for leading a
selected group of department stores
through the byways of tv advertising.
The Bureau will offer: i I I budget
planning on a month-by-month basis
and (2) campaign planning from tips
on departments to be stressed through
\ isual techniques. This service is of-
fered free.
Project broadens previous campaign
used successfulK for Sibley, Lind
and Curr in Rochester and McLean's
in Binghamton. Y ^ .
I \ B will use all types ol -tores —
high-fashion to low-overhead, both
single and chain stores. Project will
also furnish research tools for strength-
ening department store use of t\.
Re-run formula that
keeps viewers happy
One advertiser used Nielsen research
as a foundation for this formula to
hold high ratings and still realize re-
run savings: (1) restriction of re-run
to strongest shows; 12) minimum of
one year breather between originals
and re-runs; 13) Nielsen check on
each new re-run for possible danger
signals.
Over the next season the advertiser
saved $200,000 and his program
showed no loss in popularity.
Nielsen avoided prohibitive expense
of depth interviews and motivational
research on the original studs l>\ using
NTI tab cards. These cards record
every minute of viewing past and pres-
ent in homes surveyed. &
STATION SOLD
TOP MANAGER AVAILABLE
Thirty years in the Radio busi-
ness— fifteen years in my present
location. This station has been
sold and I desire to make a
change. References will prove my
record is one of the finest. My
experience covers every depart-
ment of Station Operations.
Known by Agencies and leaders
in this industry. Will give per-
sonal interview at time conven-
ient to both of us. Interested in
position of General Manager
only and with authority to op-
erate your property. Might con-
sider Group of Stations. My pres-
ent earnings approximately
$15,000. per year. Married with
family of two children. I will
make but one more move as I
have never been a "floater."
Write Box 311 SPONSOR
SPONSOR
3 NOVEMBER 1956
65
Capsule case histories
of successful radio campaigns
PEACHES
SPONSOR: Foster Brothi - pei Market AGENCY: Direcl
Capsule case history: \ local business in Sonora, Cal.,
the Foster Brothers One Stop Super Market, hurled a chal-
lenge al KIKm, with the decision to test the value of radio
advertising in the area. To do so, the) selected one item
and used radio to advertise it. KROG radio and no oilier
medium was used for the experiment. The item: a lug of
peaches. To undertake the test, kl!<>C sold the super mar-
ket -i\ announcements at a cost of s27.o(). The animiinee-
ments, each 20 seconds long, wen- run over a four-da) peri-
od adjacent to morning and afternoon music shows. The
results: over 600 lug- of peaches sold within the four-da\
period; the -ton- was unable to fill orders for customers
during the fifth das. Foster Brothers felt that the cam-
paign was especiall) successful inasmuch a- e\tremel\ warm
weather had produced an inferior peach more suitable for
cooking than eating fresh so that the lugs were sold for
canning purposes. In spite id this, the sale went well
enough to convince the advertiser that radio's pull was defi-
nitel) proven, according to KROG's Walter Eggers.
KROG. S, nora. Cal.
AUTOMOBILES
SPONSOR: Montgomery-Stubbs Motors, Inc. AGENCY: L. E. Ryan
Capsule case history: Sponsorship of a service program
for drivers has made il po--il>le for Montgomerv -Stubbs Mo-
tor-. Inc.. to compete successfulK witli new-paper-, tele-
vision and other radio advertisers in building a top volume
dealership in the Washington. 1). C. area. Program spon-
sored by the Silver Spring. Md.. dealership is Rouzie on the
Road, a five-minute feature aired Mondays through Fridavs
at .">:25 p.m. The popularity of Rowzie's five-minute seg-
ment stems from the fact that it gives rush-hour motorists a
dependable dail) source of information regarding road and
traffic conditions when its most needed. Rouzie on the
Road is integrated into Jack Rowzie's Club 1260 a disk
I or key show. A recent letter to Ben Strouss, W \\ l)(' general
manager, read, in part: "We were just advised by the Wash-
ington District Office of Lincoln-Mercur) that for the first
eight months of 1956 we were the highest volume Mercury
dealer in the metropolitan Washington area. . . . Since our
onl) dail) media of new car advertising is Rouzie on the
Road we wish to thank WW DC for a job well done."
PROGRAM: Announcements WW DC Washington, I). C.
I'ROf.K \\1: Kms/i
the Road
NYLON STOCKINGS
SPONSOR: II. I . Gn I o I,,.. \(.l \< ^ : Direcl
Capsule case history: For a three-da) trial promotion,
the II. I. Green Co. put aside new-paper advertising and
eliminated their usual window displa) to -ell nylon hose
solelv through radio. The onl) advertising used was thai
ovei station WOIC. Campaigns consisted of 20 station
break announcements each running 20 seconds. Handi-
capping radio's effectiveness, the nylon hose was put on
displaj in an inconspicuous counter in the store. "Nor-
mally, says John |{. Gromek, manager of Green's, "'when
we follow this procedure of advertising, our -ales volu
1 p. iii- of hose ovei a three-da) pei iod. W ith
the advertising on WOIC alone, the results were ama
omI nee, ||,-- i,, -,,x. moS| gratifying. We -old 1,6] I pairs ol
I h,- results can he .ill i ibuted entire!) to station
Stockings were put on sale b) Green's foi I'1- .i
md total mi realized b) the store came to $790.86 .,,
I he ' o-i ,,f the ladio announcements
total ol - |o. Store mat i ■ i ' iromek pointed out
■ ral store inter* -i and Bales.
PROGR \M: \m ncements
SUPER MARKET
SPONSOR: King Soopers AGENCY: Direcl
Capsule case history: Radio and King Soopers go to-
gethei in Denver where the super market chain purchases a
large announcement schedule ever) year over K.I.Z. When
the chain opened its mosl recent branch, a special cam-
paign was purchased in order to spread the new- and pro-
mote the opening da\ celebration and the five da) kick-off
hoopla. Announcements of the store's opening were run
for five das- in advance of the festivities. Commercials
played up both the store and its setting, Denver'- new $12
million Lakeside Shopping Center. Before the first cus-
loinei entered the store, the Denver market was saturated
with lint chainbreak announcements broadcast over KI.Z
which were ovei ami above the usual announcement sched-
ule. The COSl of the added radio coverage came to $480
■ md was readil) evidenced b) the crowds thai showed up a!
the opening. Manage) ol the new store estimated thai the
i ustomers drawn b) the advance | totion must have num-
bered in the tens of thousands over the entire five-da) pe-
riod. Doll. il sales weir also proportionate!) impressive.
Kl /. Denv< i PROGR \M : Announcements
SPONSOR
3 NOVEMBER 1956
THE BEELINE'S 50,000 WATT
SACRAMENTO station
KFBK has more top rated daytime shows . . . 9 out
of the 10 most popular daytime programs in the
Sacramento area are KFBK shows, reports latest
Pulse.
KFBK has greater coverage than any competitive
station, daytime or nighttime. (SAMS)
KFBK has a greater FCC contour, daytime and
nighttime, than any competitive station.
Beeline stations, purchased as a unit,
give you nunc listeners in Inland Cali-
fornia and Western Nevada than any
competitive combination of local sta-
tions . . . and at the lowest cost per
thousand. (SAMS & SR&D)
SACRAMENTO, CALIFORNIA • Paul H. Raymer Co., National Representative
SPONSOR
3 NOVEMBER 1956
67
RIGHT
For maximum impact in central and western Pennsylvania
the right two are WFBG-TV, Altoona, in combination with
Pittsburgh. 76,701 more TV homes than any other station
combination in the area. Less waste, less duplication, more
mileage for your TV dollar. For proof, ask your Blair-TV man
to show you the ARB, March 1956 Coverage Study — the most
thorough coverage study ever made in the industry.
ONLY BASIC CBSTV STATION SERVING THE AREA
WFBG-TV
ALTOONA, PENNSYLVANIA
® Channel 10
ABC-TV • NBC-TV
Represented by BLAIR-TV
Radio and Television Dlv. / TrlanQle Publications, Inc. / 46th 6. Markat Ste., Philadelphia 39, Pa.
-AM-FM-TV. Philadelphia, Pa. / W N B F - A M ■ F M • T V . Blnghamton, N.Y.
M, Harrlaburg, Pa. / WFBO-AM • TV. Altoona, Pa. / WNHC-AM • FM • TV, Naw Haven, Conn.
SPONSOR
3 NOVEMBER L956
What's happening in Government
that affects advertisers and agencies
WASHINGTON WEEK
You don't need a crystal ball to tell you what the regulatory agencies in
3 NOVEMBER Washington are thinking about mostly this week.
cbpyright 1956 X}ie complexion of the new Congress will make a world of difference in many cases
SPONSOR PUBLICATIONS INC. £ '
— notably FTC and FCC.
A change in the White House, too, would send all these agencies into new regulatory
directions.
If the Democrats retain control of either or both branches of Congress, the changes
would probably begin to show with the toting up of the ballots.
Federal Trade has run into less Democratic criticism and would likely wait for cues
from the top before it made any important alterations in course.
The FCC, however, has been banking heavily on an Eisenhower victory of sufficient
magnitude to capture both houses.
But this could turn out to be a sour solace. The chairmanship of the Senate In-
terstate Commerce Commission would naturally return to Senator Bricker, who
is no fervid fan of the FCC as it's now constituted.
In fact, Bricker not so long ago told the president of one of the networks that should
he return to the committee's top seat he'd disregard all intervening probes of the FCC and
start digging in all over again.
Don't look for much division along political lines among the members of the
Celler House Anti-Trust Committee when it issues its findings on the network
probe. Both Republican and Democratic staff members appear to be going along together
on observations and verdicts.
There's no sign yet as to how CBS and NBC will be treated. But the report, as it's
now shaping up, suggests that the FCC will be handled with anything but kid gloves.
Initial draft of the report is scheduled to go out to committee members for their com-
ment the first week in December.
Ad agencies apparently handle only about 40% of the money spent on ad-
vertising in the U.S.
For 1954 the total expenditure for advertising was estimated at slightly over $8-billion.
Now the Census Bureau reports that in that year ad agencies as a whole took in $3.2-
billion. Sharing in the pie were 5,063 agencies.
An interesting point of comparison, also brought out by the bureau: in 1948 total agency
billings were $395-million, with 3,247 agencies participating.
Cases against the nine manufacturers who subscribed to ABC, CBS, and NBC
supermarket merchandising plans will soon go to hearings before the FTC.
Answers to the complaint that the network's o&o's got special in-store displays for
these manufacturers in return for free air plugs are expected to be on file this week.
FTC's position is that the censured plans— NBC's "Chain Lightning", CBS' "Super
Marketing" and ABC's "Mass Merchandising" — are in violation of the Robinson-Patman
Act.
Eventual disposition will have a sweeping effect, since the practice is widespread.
SPONSOR
3 NOVEMBER 1956 69
ON KTTV,
BOOSTS STATION AUDIENCE 600*
WITH AN AVERAGE RATING OF 30.8
THE A^OlENCei
MGM-TV is on the air-and the rating- revolution is here!
It began on October 12th when KTTV in Los Angeles
presented their first M-G-M production. Overnight, the
program viewing habits of an entire community were
changed— the established ratings of every other station in
the area (including networks) were toppled. These are the
verified survey results:
— 30.8 A.R.B. Rating
—53.8 percent of the viewing audience
— more than all other L.A. stations combined
—twice the total of all three network stations
-OVER TWO MILLION VIEWERS*
This astounding accomplishment (the result of the pro-
gramming of a single M-G-M feature) will soon be repeated
throughout the nation on every station programming the
M-G-M library.
If you have not yet inquired about obtaining the M-G-M
library for your station, now is the time to do so.
THE HOLLYWOOD REPORTER reports:
"Greatest majority ever scored in our polls by one show
over its competition. If this same result had been scored
on a national basis, the KTTV movie would have outrated
'The $64,000 Question'."
:m:G3ve
a service of
Loew's Incorporated,
For further information
— write, wire or phone
Charles C. Barry, Vice-president,
1540 Broadway, New York, N.Y., JUdson 2-2000
A roundup of trade talk,
trends and tips for admen
SPONSOR HEARS
Add this piece of arithmetic to the list of reasons for spiraling program
prices: the extra commission an agency charges when it disposes of a client's package to
another agency for co-sponsorship.
3 NOVEMBER This is how it figures out in a specific case in point:
copyright 1956 The show — a western — was bought by the controlling client for $41,000 net per first
sponsor publications inc. run With agency commission, the gross was around $47,000. Then the same agency ad-
vised the network carrying the show that it could be had for co-sponsorship at about
$54,000 gross.
Something you will hear more and more ahout in these days of rising costs
is "maximizing your advertising." That's a fancy way of saying that 1) advertisers are
getting concerned about fewer and fewer impressions per dollar, and 2) wondering whether
the media deck needs a new shuffle.
A marketing expert for one of the soap giants told SPONSOR that the economics of
advertising are his company's higgest current problem. So now the ad department
is spending substantial time studying how much to give each medium to get a fresh winning
combination under today's competitive conditions.
Packaged soap — still one of the great phenomena of the grocery field — is ex-
pected to sell over TOO million cases this year at around $7 a case wholesale.
This would be two million cases better than the estimated figure for 1955.
Conspicuously responsible for soap's skyrocketing progress: automatic washing ma-
chines (women don't measure dosages so carefully here), more uses for detergents, increased
population.
A topflight agency — now billing well over $60-million on tv — is beginning to
think that spectaculars belie their name.
An analysis made by the agency's tv-radio director predicts that the day of the spec-
tacular is waning. He figures that spectaculars no longer can be produced for $250,000
with names that mean much, nor can top stars be counted on to appear consistently.
Because of the problems a spectacular has been giving the agency, it is chiming it with
a loud "amen."
You still can whip up plenty of nostalgia by recalling how fellows like Donald Flamm
(WMCA) got into radio with a few watts pumped out by an antenna the size of a flagpole
and wound up as multi-millionaires. Now a comparable tv listing is in the making.
Among the stations, the tv roster — still fluid, of course — -includes:
Helen Maria Alvarez, Ken Brown, Arthur C. Church. Harry M. Bitner, John
C. Clark. Aldo Dominicis, Wesley M. Dumm, Albert B. DuMont. Thad Holt, Harry
E. Huffman, Edward L. Norton, Bruce and Robert McConell, Herbert L. Mayer,
George B. Storer and Jack W. Wrather.
In talent, the Cold Coast bovs are harder to spot because entertainment fields inter-
lock bo much. But if you confine yourself to those who have corporate setups, you surely
would pick:
The Desi fa-nez-Lucille Ball family. Jackie Gleason, Arthur Godfrey, and Jack
Webb. Sid Caesar is a promising candidate for this circle, too.
\u<] note these luminaries who were nabobs even before they spread out into tv:
Gene \uliy. .lack Benny, George Burns, Bob Hope. Hoy Rogers, and Red Skelton.
SPONSOR • 3 NOVEMBER 1956
BouLgD^Lt Toy many . . .
"bruit never seen.!
T!b.e time-buyers'
favorite
-Stan Is/ISLtloclc, Kriitor
THE MAGAZINE OF
Stan Matlock's "Magazine of the Air" is listened to
daily by thousands of greater Cincinnatians and by
loyal Matlock followers everywhere in the rich WKRC
area beyond metropolitan trading limits.
Stan Matlock sells through sincerity. His listeners
believe in him. He's a favorite of sponsors who, in
turn, believe in their own products and services, and
who find themselves in good company on WKRC Radio.
Stan Matlock really dominates Cincinnati radio.
He's the first in rating on his 7 AM News, his 8 AM
News, his 11 AM News and his 12 Noon News. In
addition, he leads on each segment of his entire
"Magazine of the Air" program 7:10-9:45 AM.
(PULSE. JULY AUGUST, 1956)
A TAFT STATION • Represented by the Katz Agency • Exclusive CBS Schedule
FOR CINCINNATI— THERE'S ANOTHER KEY
Ken Church, Vice President and National Sales Manager.
Don Chapin. Manager. New York Office. 550 Fifth Avenue.
RADIO CINCINNATI. Inc.. owners and operators of
WKRC Radio and WKRCTV in Cincinnati. Ohio, and
WTVN Radio and WTVNTV in Columbus, Ohio.
SPONSOR
3 NOVEMBER 1956
73
TV
FILM CROSS-SECTION
NO.
PROGRAM
SYNDICATOR
LGTH.
AVAIL.
ADVENTURE
Adventures of Fu Manchu
Hollywood Tv
30
13
Adventures of John Silver
CBS Tv Film Sales
30
26
Annapolis
Ziv Tv
30
Pilot
Captain Grief
Guild
30
39
Count of Monte Cristo
i r\
50
39
Cross Current
Official Films
30
39
Crunch and Des
NBC Tv Film Div
30
39
Dateline Europe
Official Films
30
78
Foreign Legionnaire
1 PA
30
39
Headline
Mi \ Tv
SO
39
Here Comes Tobor
Guild
30
Pilot
Jungle Jim
si reen <•< ms
30
26
Overseas Adventure
Official Films
30
39
Sheriff of Cochise
\ 1 \
30
Pilot
Three Musketeers
ABC Film Syndication
30
26
The Tracer
MPA Tv
30
26
DETECTIVE
Code Three
ABC Film Syndication
30
39
Fabian of Scotland Yard
CBS Tv Film Sales
30
39
Federal Men
MCA Tv
30
39
Cangbustcrs
General Teleradio
30
26
Highway Patrol
Ziv Tv
30
39
New Orleans Police Dept.
MPA 1 v
30
39
Public Defender
Interstate Tv
30
69
Stryker of Scotland Yard
Hollywood Tv
SO
13
DRAMA
Celebrity Playhouse
Screen Gems
30
39
Damon Runyon Theatre
Screen Gems
30
39
Dr. Christian
Ziv Tv
30
39
Dr. Hudson's Secret Journal
\l< A Tv
30
39
Herald Playhouse
ABC Film Syndication
30
34
If You Had a Million
\l< \ Tv
30
39
I'm the Law
Sterling
30
26
J.init Dean
(.Mild
SO
39
Judges Chambers
Telescene
15
Pilot
Night Editor
l al eside
15
26
Stage 7
l PA
30
39
Star Performance
( mi,, ial
30
153
Studio 57
Ml \ Tv
30
26
Tv Playhouse
N 1 A
so
13
Theatre with Lilli Palmer
N 1 A
SO
39
World's Greatest Authors
(.mid
30
39
FEATURES
Anniversary Package
\Ki 1 ilm Syndication
var.
16
Hall of Famo Classics
Assoc. Artists
var.
11
Hollywood Movie Parade
var.
104
MGM Golden Treasury
MGM
var.
723
Movieland
\ltists
var.
68
Nugget group
Hollywood Tv
var.
51
RKO group
1 V
var.
742
Silver group
Hollywood I v
var.
24
TNT group
N 1 A
var.
35
20th Century Fox Package
N 1 A
vai
52
W.irner Brothers group
A i lists
var.
700-800
KIDDIES' SHOWS
Anim.il Cr.i' ■
Sterling
var.
50
General 1 1 li
10
13
Bobo the Hobo
idc
15
26
|ohnny Jupiter
SO
39
(.mid
1".
19
Sir llirig
var.
50
MUSICAL
,Mon
Guild
SO
Pilot
Pitt,
'
15
78
Show
.MCA 1 V
SO
39
Town and Country Time
RCA l I lograrn
15
52
Town and <
SO
26
PROGRAM
SYNDICATOR
LGTH.
NO.
AVAIL.
MYSTERY
Combat Sergeant
NTA
30
IS
1 Spy
Guild
30
39
Man Called "X"
Ziv Tv
30
39
Paris Precinct
Guild
30
26
Sherlock Holmes
Guild
30
39
SITUATION COMEDY
Duffy's Tavern
Guild
30
39
The Goldbergs
Guild
30
39
The Creat Cildersleeve
NBC Tv Film
Division
30
39
1 Married Joan
Interstate Tv
30
98
Juniper Junction
MPA Tv
30
26
Mickey Rooney
Screencraft
30
39
My Little Margie
Official Films
30
126
Stud's Place
Harry S. Good
man
30
39
Susie
TPA
30
52
Television Court
MPA Tv
30
13
Trouble with Father
Official Films
30
130
Willy
Official Films
30
39
SPORTS
Bowling Time
Sterling
60
IS
Golf With the Champions
1 heatrica] Enterprises
30
Pilot
Junior Sports League
RCA Recorded
Services
Program
30
39
Mad Whirl
NTA
30
13
Sam Snead Show
RCA Recorded
Services
Program
5
S9
WESTERN
Adventures of Kit Carson
MCA Tv
30
104
Brave Eagle
CBS Tv Film
Sales
30
26
Champion
CBS Tv Film
Sales
SO
26
Frontier
NBC Tv Film
Div.
30
39
Col. Tim McCoy
Guild
30
39
Frontier Doctor
Hollywood Tv
30
39
Judge Roy Bean
Screen Craft
30
39
MISCELLANEOUS
-ar IVrfurmmce" or •■ inillrlduil icriei.
Documentary:
Greatest Drama
On the Spot
Uncommon Valor
Nature:
World Around Us
News feature:
Washington Merry-Go-Round
Semi-documentary:
The American Legend
Shorts and cartoons:
Paramount shorts, cartoons
Popeye
Terrytoons
Walter Lanz Cartoons
Warner Brothers cartoons
Warner Brothers shorts
Space:
Commando Cody
Flash Cordon
Women's:
It's Baby Time
It's Fun to Reduce
Others:
Candid Camera
Candid Camera
Do You Know Why?
Profile
Jungle Adventure package
Under the Sun
General Teleradio
1 .ikrside
General Teleradio
RCA Recorded Program
Services
15
15
30
39
39
26
26
ii.iim s. Goodman
15
39
Official Films
30
39
NTA
var.
1,400
Assoc. Artists
var.
250
CBS Tv Film
Sales
6
156
10-15
179
Assoc. Artists
6
300-400
Assoc. Artists
var.
1,000
i rood I \
30
12
Guild
30
39
\\ .iii si hv immi i
15
52
Guild
15
65
Asscm . Artists
15
100
Vsscx . Artists
30
89
MPA Tv
5
200
I i arts-Lux
15
39
Sterling
var.
over 100
<hs h 1 ilm
Sales
30
:i'i
s|'()\SOI<
3 NOVEMBER 1956
-Live or Film
This new feature film program, with RKO package
as the basis, offers first run films to San Antonio's
tremendous daytime audience.
And at a time when they'll be able to devote full
attention to it . . . noon to 1 :30 p.m., Mondays
through Fridays.
And your clients will like the price of this tasty
buy . . . full minute participations, either live or
film, take the Class C rate.
So contact Peters, Griffin, Woodward, Inc., to find
out more about this opportunity to participate in
San Antonio in fjrst run "MOVIETIME U.S.A " . . .
Hurry!
KENSTV
EXPRESS-NEWS STATION
SAN ANTONIO, TEXAS
SPONSOR • 3 NOVEMBER 1956
..)
WHLI
THE VOICE OF LONG ISLAND'
SELLS
INDEPENDENT MARKET-
NASSAU COUNTY
RETAIL SALES
$1,479,111,000
• 10th among U. S. Counties
• More than 17 States
GIVES
BIG
BONUS COVERAGE
(Nassau, parts of Queens, Suffolk
and Brooklyn.)
POPULATION 2,903,765
NET INCOME $6,132,673,150
RETAIL SALES $3,268,444,450
Data Source Sales Management
DELIVERS
BIGGEST DAYTIME AUDIENCE
in the
MAJOR LONG ISLAND MARKET
According to the mott recent Pulse
Survey... one station ... WHll has a
larger daytime audience in this
market than any other station!
WHLII
H E M P S T F A D
'AND. N Y
A M 1100
f M 98 3
ImqtiUtd
AND GEN MGR.
J P SALES
ill >'>no
Tv and radio
NEWSMAKERS
F. Kenneth Beirn has been elected to the
presidency of Ruthrauff & Ryan. Inc., suc-
ceeding Robert M. Wat.-on. who has moved
up to the vice-chairmanship of the board
of directors. Announcement was made by
Watson at the close of the regular meeting
of the agency's board of directors held in
Chicago the end of October. Beirn joined
R&R after serving as president of Biow-
Beirn-Toigo, Inc. Under his leadership the Biow agency more than
doubled its billings. Since joining R&R he has headed the agency's
creative services activities. Before he was with Biow. Beirn headed
the New York offices of Dancer-Fitzgerald-Sample and was actively
involved in the advertising planning for a number of major package
goods clients. Earlier connections include Grant and Pedlar-Ryan.
Richard A. R. Pinkham has been ap-
pointed NBC vice president in charge of
advertising. Said President Robert Sar-
nolT in announcing the appointment: "The
expanding importance of program sales
and institutional advertising makes Dick
Pinkham, with his extensive background in
ibis field, a logical choice for this new as-
signment. In his new position Pinkham
will work closely with radio and tv programing and sales executn.-
in the development of promotional plans for all NBC activities.
Pinkham will report to Kenneth W. Bilby, vice president in charge
of public relations. Before joining NBC Pinkham had extensive
promotional experience with Time. Inc., James McCreery & Co.,
and as circulation director of the New York Herald Tribune.
David Morris, general manager of KNUZ,
Houston, for the past seven years, has been
elected president of the Association of In-
dependent Metropolitan Stations I AIMS I.
Since Morris put KNl Z on the air in
l')ir>. the station has ranked among the top
lu independent stations in the nation for
seven out of its eight years. As a member
of AIMS the station is represented among
33 leading metropolitan stations in the I . S. and Canada. Com-
menting on his own approach to radio. Morris recently said, "Since
the beginning of our broadcasting we have placed our emphasis on
music and news, with the latter playing the most important role."
rypical <>f hi- radio thinking is the start of "editorial" reporting
through which KM /. will express opinion- on major local issues.
SPONSOR • 3 NOVEMBER 1950
Every Monday morning there are 996 new
San Diegans sitting down to breakfast.
San Diego County alone has 826,200° people.
Everyone is making more, spending
more and watching Channel 8
more than ever before.
•As of Jan. 1, 1956
Sales Management Survey of Buying Power
KFMBtB/TV
REZ BROADCASTING INi^^J ^^T PWman
SAN DIEGO
WRATHER ALVAREZ BROADCASTING. I
Edward Petry & Co., Inc
A m e r i c a ' s more market
SPONSOR • 3 NOVEMBER 1956
available...
Participating Spots in
a Schedule of Domi-
nate Programs in Ok-
lahoma's Biggest
Market!
mystery
playhouse
6 Nites a week
at 10:30 p. m. . . .
Every Sunday
MR. DISTRICT ATTORNEY
Every Monday
CITY DETECTIVE
Every Tuesday
RACKET SQUAD
Every Wednesday
SAN FRANCISCO BEAT
Every Thursday
HEADLINE
Every Saturday
CONFIDENTIAL FILE
Buy MYSTERY PLAYHOUSE
at Class B Rates . . . (Participating)
i not ALU
tftfflfM
Oc, & c o v,00 o o o o oo o o o ooo o o o 008
Full length, top Warner Bros.
features, 6 nights a week
11 :00 p. m.
Buy THEATRE 8 ot Class C
Rotes. 1 Participation)
Reach the peopli with the kind of
entertainment they like. Covet
I W 1 ) 1.1 Oklahoma's major mar-
■ ' i\i |,)W CoSt
• Call Your Neireit »VERY KNODEl Represent!
till tor Complete Inlormition
TULSA BROADCASTING COMPANY
»97, Tul10, Oklohomo
1 IRO
Reps at work
Marty Nierman, Eastern sales Manager. Tv Division, Edward
Petry & Co.. New York, says that the continuing problem of clear-
ing schedules can be greatly eased by a closer working arrangement
between agencies and reps. "Too feu buying executives," Mart]
declared, "give their rep the basic requirements for their account
and then let him go to work for
them. If a good time opens, the
rep should be given the authority
to nail it down. This will save
many phone calls and business in-
terruptions, and, more important,
will insure the account the best
possible start toward building a
franchise list of times." It is im-
portant to remember, Marty points
(int. that, while, on the one hand,
it is one of the rep's many func-
tions to get availabilities to the
agency quickly, on the other, the agency must move as fast as
possible in getting the markets bought. The buyer should remem-
ber. Mart) warns, that the availabilities submitted to him are also
being submitted by the rep's other offices throughout the countn
as well as by the station's local sales force. "Avails are current but
become obsolete quickly because of this multiplicity of outlets."
John B. Francis, Peters, Griffin, Woodward, New York, feels that
clients only hurt themselves when they are reluctant to provide a rep
with information about the product and product objective. "The
station representative," says John, '"is as vitally concerned with the
sales success of the products advertised in bis medium of spot radio
as the sales manager or agency ac-
count executive. That success is
the station representative's insur-
ance of his future and the future
of his business." But. be went on,
the rep account executive i1- lim-
ited in the amount of service and
a help In1 can provide if his pros-
pects arc loathe to give necessarj
information. I he information.
John explained, covers sales and
distribution patterns as well as
specific objectives. I here is no rea-
ds information cant be revealed without giving
"We are Interested in answers to such general
1
son, he said, wh)
aw a\ trade se< rets
questions as: (1) What is the client's objective? (2) What is the
period "f time in which this objective should be reached?" John
stressed the speed value of spot radio and warned that sales can
I" losl b) research al a time when immediate action is required.
SPONSOR
:\ \o\ i:\iber 1956
GREATEST COVERAGE OFFERED BY ANY MINNESOTA STATION
KSTP-TV reaches 69,125 more channel-interference-
free television homes than any other station in the
Minneapolis-St. Paul Area.*
KSTP-TV reaches 609,300 television homes as
against 540,175 for the nearest competing station,
which is forced to compete with strong stations on
the same channel in other Northwest cities. In ad-
dition, KSTP-TV offers uninterrupted service made
possible by double installation of transmitter and
antenna.
To reach— and sell — the vital four billion dollar
Northwest Market, your best, most economical buy
is KSTP-TV.
For further information, contact your nearest Petry
Office or a KSTP-TV representative today.
'Advertising Research Foundation Report "U.S.
Television Households," March, 1956.
CHANNEL
100,000 WATTS
MINNEAPOLIS • ST. PAUL Basic NBC Affiliate
*Tk& /l/oritiwetfrk- Leaden/? StatforC
Represented by Edward Petry & Co., Inc.
SPONSOR
3 NOVEMBER 1956
79
NSOR
AKS
Sold at the top
Oldtimers in the industry will remember Frank Vrnold,
whose distinguished career in advertising included a key sales
and exploitation assignment for NBC from 1926 to 1932.
Arnold, now 89, came out of retirement the other day to
tell the New "i ork Radio Pioneers some never-before-revealed
anecdote- of how big advertisers were first sold on radio.
Hi- off-the-record revelation- included the radio origin of
Luck) Strike, Coca-Cola, Wrigley and General Motors. And
fascinating stories they were.
Hut what hit us light between the eyes was the sales strat-
l hat Frank Arnold invariably u>^(\. He worked from the
top. Whenever possible he made his presentations and hard
pitch to presidents. He closed mam a -ale on the spot.
In more recent years both radio and tv have been notable,
in their sales tactics, for their preoccupation with selling
1 1 urn the bottom rather than the top. While it is true that the
chains of command frequentl) can't be ignored, it is equally
certain ili.it both tv and radio have suffered severely by their
failure to t« ■ 1 1 their stor) directly to decision-makers. Print
media learned this lesson earl) and cashed in handsomely.
Happily, l\ and radio salesmen have learned their lesson
and the modii- operandi i> fast improving. Station repre-
sentatives, RAB, TvB, the network-, and many stations are
approaching top decision-makers with increasing effective-
ness. \- a result, more dollars are flowing to the air media.
Sound thinking from ANA
We lliink the Association of National Advertisers is on the
right track in it- appointment of Albert Frey, Dartmouth
professor ol marketing, to -lud\ the functions of the modern
advertising agency. Many advertisers are in the process of
evaluating the I.")', commission -\-tem. The \\\. by its
decision to spend $30-$40,000 for the Fre) study, has signi-
fied it- intent to provide it- members with the most thorough
factual guidance. It can do nothing wiser. And agencies in
turn should give Fre) the maximum in cooperation.
THIS WE FIGHT FOR This \<;ir's network
n programing is hackneyed and initial audience
reaction proves it. This is a time for experi-
ment. Television can't afford t<> get hardening
of the i n-ntii, arteries in the midst of its youth.
lO-SECOND SPOTS
Paneless: Only New York agenc)
head we know whose office is window-
less is Bryan Houston. No views dis-
tract, no street noise filters through.
\nd what a democratic touch when the
agency president must share a time-
buyer's window7 to watch a parade.
Ittie fishies: Norwegian Canners \--
sociation, which packs sardines, has
joined with Sunbeam Bread to pro-
mote "Wife Saver Meals." Sardine
sandwiches may save the wife, but not
the marriage.
Definition: "Daytime Strip'" is a
matinee at the local burlesque house.
Favorite color: Richard Pinkham,
v.p. at NBC TV says if CBS TV and
NBC TV sustain present color-televi-
sion momentum, advertising in net
color will come to $150 million next
year. Colorfully speaking, that's an
awful lot of green.
Ice Age: Shepherd Mead's observa-
tion on refrigerator tv commercials —
"It's the star who gets the glory, but
the one who makes the money is the
girl who opens the big white door.
[From "How to Get Rich in Tv with-
out Really Trying") See page 30.
All up-hill: The hobby of Albert \\ .
Frey, Dartmouth professor retained b)
\N \ for ad agency compensation
probe, is mountain-climbing. Good
training for tackling an active volcano.
Eager beavers: Reporting two more
stunts that landed agency jobs: I 1 )
Fellow sent note. "Do you need new
blood in your agency?" attached to a
vial of his own: (2) Out-of-towner de-
livered homing pigeon with favorable
return message that only needed a
check mark and the bird's release out
office w indow.
Coverage: Those seven Prestone -k\-
w i iters in formation over New 1 ork
Cilv the other day caused Bettv
Hodges, iiied. res. dir.. D-F-S agencv .
in remark: "And I thought I knew all
about air media !"
Thimk: \ Nielsen -uivev discloses
thai in marketing decisions executives
in right "i substantially right only
">;!', of the time. And that doesn't
an hide time out for coffee breaks.
SPONSOR
3 NOVKMBKK 1956
Take your choice. ..Pulse or ARB. ..both show
KWK-TV as the Leader in St. Louis Television. Twelve
of top fifteen once-a-week shows... seven of top ten
multi-weekly shows. ..plus highest rated availabilities
for your spot campaign keeps you completely covered
in the Great St. Louis Market. Katz will show you!
what do YOU buy
Cosb
An investment of $330.00 (one time AA Rate...
9:45 p. m. Tuesday) using ARB rating delivers 212,500
TV homes at a CPM homes of $1.08 . . . CPM
impressions of sixty-two cents!! Here's proof that
your campaign on KWK, Channel 4 keeps you
completely covered with low CPM. Your Katz man
can give you more details.
If you want the local touch with your campaign...
KWK-TV offers popular local personalities who can /p\>
and will deliver. Gil Newsome...Fred Moegle...
Tom Dailey are household names in St. Louis. They
offer complete coverage of the St. Louis market on
KWK-TV, Channel 4. Katz can tell you how! ^)
KWK-TV ^
them all!
Represented Nationally By THE KATZ AGENCY, INC.
IN ST. LOUIS
Buy the
Right Time
for Your
Audience
KMBC/" I Vhas a top-rated show
for any audience you want!
KMBC-TV OF KANSAS CITY provides a top-
! selection for any type of audience you
seek. These latest Telepulse rankings show how
your sales message reaches more of the right
people more of the time on Channel 9.
TOP-RATED NEWSCAST (General Family Audience)
"The 10 O'clock News," by Lionel Schwan, highest-rated news show,
network or local, in the market. Ranks No. 2 in the Telepulse listing
of Top Ten Kansas City multi-weekly shows.
TOP-RATED LOCAL WOMEN'S SHOW (Housewives)
Bea .Johnson's "Happy Home," 1:30-2:00 p.m., Monday through Friday.
Consistently the top show in its field in this three-station market.
TOP-RATED EVENING MOVIE (General Family Audience)
miere Playhouse," 10:15 p.m. to sign-off, Monday through
ay. An ideal vehicle for low-cost, high impact selling with
Jim Lantz as host and salesman.
TOP-RATED KID SHOWS "Whizzo's Wonderland," with Frank Wiziarde
a "Whizzo, the Clown," 11:00 a.m. to noon, Monday through Friday.
"Mickey Mouse Club," 5:00 to 6:00 p.m., Monday through Friday,
highest-rated multi-weekly show in the market!
TOP-RATED LOCAL DAYTIME VARIETY SHOW (Housewives)
"Noon," 12:00 to 1:00 p.m., Monday through Friday. This biggest
taction in Kansas City television features Rev Mullins and
* of top entertainers plus famous guest stars.
TOP-RATED SPORTS SHOW (Men)
'Sam Molen's Sports," 10:08 p.m., Monday through Friday.
all network and local sport show competition!
From the above, you can see why you're money ahead when you select
■ ■ from the top-rated line-up on KMBC-TV. So right now,
your nearest phone and contact your Colonel from Peters,
Griffin. Woodward, Inc. for availabilities.
See Peters, Griffin, Woodward, Inc. for availabilities.
swing is to KMBC-TV
r*«B»
Pf.ters Grii i in
Woodward i«
( V/v'.s Most Popular and Most Powerful TV Station
Basic ABC-TV Affiliate
DON DAVIS, F.rst V-P and Commet
JOHN SCHILLING, V-P and Gener
GEORGE HIGGINS, V-P and Sales
MORI GREINER, Director of Telev
DICK SMITH, Director of Radio
M|
MBC Kansas City- CFRM^n the State of Ka
I
C F M 2
, ROCKEFELLER PLAZA
PO
lO NOVEMBERI19M
40* a copy • $10 a ymt
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
'^^^^^^^^^^^
Buy the
"Right Time
for Your Audience
//
DU" I Vhas a top-rated show
any audience you want!
MBC-TV OF KANSAS CITY provides a top-
ited selection for any type of audience you
;ek. These latest Telepulse rankings show how
)ur sales message reaches more of the right
;ople more of the time on Channel 9.
TOP-RATED NEWSCAST (General Family Audience)
"The 10 O'clock News," by Lionel Schwan, highest-rated news show,
network or local, in the market. Ranks No. 2 in the Telepulse listing
of Top Ten Kansas City multi-weekly shows.
TOP-RATED LOCAL WOMEN'S SHOW (Housewives)
Bea Johnson's "Happy Home," 1:30-2:00 p.m., Monday through Friday.
Consistently the top show in its field in this three-station market.
TOP-RATED EVENING MOVIE (General Family Audience)
"Premiere Playhouse," 10:15 p.m. to sign-off, Monday through
Friday. An ideal vehicle for low-cost, high impact selling with
Jim Lantz as host and salesman.
TOP-RATED KID SHOWS "Whizzo's Wonderland," with Frank Wiziarde
as "Whizzo, the Clown," 11:00 a.m. to noon, Monday through Friday.
"Mickey Mouse Club," 5:00 to 6:00 p.m., Monday through Friday,
highest-rated multi-weekly show in the market!
TOP-RATED LOCAL DAYTIME VARIETY SHOW (Housewives)
"Noon," 12:00 to 1:00 p.m., Monday through Friday. This biggest
local production in Kansas City television features Rev Mullins and
a cast of top entertainers plus famous guest stars.
TOP-RATED SPORTS SHOW (Men)
"Sam Molen's Sports," 10:08 p.m., Monday through Friday.
Beats all network and local sport show competition!
rom the above, you can see why you're money ahead when you select
>ur audience from the top-rated line-up on KMBC-TV. So right now,
lect your nearest phone and contact your Colonel from Peters,
riff in, Woodward, Inc. for availabilities.
J
See Peters, Griffin, Woodward, Inc. for availabilities.
the SWING is to KMBC-TV
\ Kansas City's Most Popular and Most Powerful TV Station
Basic ABC-TV Affiliate
Piters. Gripi IN
Woodward, ,-c
DON DAVIS. President
JOHN T. SCHILLING. Executive Vice President
GEORGE HIGGINS. Vice President and Sales Manager
MORI GREINER. Manager, KMBC-TV
DICK SMITH. Manager. KMBC-KFRM Radio
A SCIENCE OF
MEDIA: IS IT
CLOSE TODAY?
Though many still say
media choice can't be
made scientific, the op-
timists are more nu-
merous, more vocal
Page 25
Why Dodge
went wild
about Welk
Page 30
What timebuyers
want for
Christmas
Page 33
Did television
help elect
the President?
Page 36
and in Radio, its KMBC *£ Kansas City— KFRM fin the State of Kansas
THE WHEELING MARKET IS ONE OE THE FASTEST GROWING MARKETS IN AMERICA!
Take a good long look at this important Wheeling market. Many
of America's leading industries have — und liked what they saw.
That's why they are investing 450 MILLION DOLLARS in proposed
expenditures for the next 3 years.
When you do take that long look you will find that the most eeo-
nomical and most effective way of reaching the 1,409,300 people in
the upper Ohio valley, having an annual income of TWO MILLION
DOLLARS, is via WTRF-TV, Wheeling, W. Va. In audience— in
Power — in Promotion — WTRF-TV dominates. Rates, availabilities
and market data on request.
"LEADER AGAIN!"
Sept. Pulse results, Official Wheeling
Metropolitan Area, show the following
for 176 quarter hour nighttime periods,
seven days a week:
WTRF-TV leads in 116
WTRF-TV tics in five.
Market "competitor" tops
in only 55.
a station worth watching''
wtrftv
Wheeling 7, West Virginia
WijkLty
him
For availabilities and complete
coverage inlormation — Call
Holhngbery, Bob Ferguson,
VP and General Manager,
or Needham Smith,
Sales Manager,
Cedar 27777.
it's reaching
NBC
i
316,000 watts
Equipped for network color
new importance!
the growingest
show in town
Remember the old yardstick Papa used to
measure our heights with when we were kids?
There was a special corner in the hall with
marks going up the wall to show our progress.
In TV, as you know, we measure growth by
ratings, and at WOR-TV we've reserved a special
place to mark the growth of our newest show,
HOUR OF DANGER. Born this season, DANGER
has already achieved the remarkable rating of
20.5*, which means 1 out of every 5 New Yorkers
watch these first-run RKO thrillers every week.
An advertiser uses a special yardstick, too. He
measures his results by sales. With 20 % of the New York
audience watching DANGER already, he knows he will
reach a vast, unduplicated audience that is still growing.
These hour-length adventures from the files of the world's
most popular sleuths follow every week-night showing of
top-rated MILLION DOLLAR MOVIE. Let them sell for you.
HOUR OF DANGER
Monday through Friday 9 and 11:30 PM
WOR-TV 9
. . . first with the finest in films
•Telepulse, Oct. '56
SPONSOR • 10 NOVEMBER \{)r)()
lO November 1956 • I ol. 10. No. 24
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
DIGEST OF ARTICLES
How close arc we to scientific media selection?
25 < omparison of media has long had admen in a controversial stew.
Here's a reporl .>n ihe progress made in the field during past few year?
Do viewers know your show is network?
28 T° settle a recurrent argument about the "prestige" of network pro-
grams, Kai/ commissioned Trendex to take the question to the audience
\\ li\ Dodge is wild about Welk
30 Dealers -a> hi irings in pre-sold customers and poinl to lOO'r sales in-
ease in one year. Welk's cost-per- 1,000 i- lowesl among car tv shows
\\ hat limebuyers want for Christmas
33 S i the deluge of Yuletide gifts will descend on agencies -edibles,
potables and imponderables. Here's a round-up of tips t.> station Santas
Did tv help eleet the President?
36 sponsor's surve) of admen opinion puts on-the-air politics under a micro
scope, analyzes and weighs the effects of television on election outcome
FEATURES
16 \gencj \d I ibs
22 ]<Jth and Madison
46 Mr. Sponsor
51 New and Renew
60 \.» v \ [dea W rap I p
5 \. v. smakei .•( the Week
67 i;. ps .,, Work
4^ Sponsor \sks
72 -— | .* . r i - . . r Hears
9 S] sor-Scope
80 Sponsor Speaks
54 Spot Buys
SO Ten Second Spots
14- Timebuycrs at Work
78 Is and Radio Newsmakers
58 T\ Results
69 \\ ashington Week
In Next Week's Issue
< ompetitive adjacency rules: outmoded today?
rompanici loda) include bo wide a variet) ol products, old rules
of competitors are becoming harder \« follow. What
nit it? Will possible changi .ill. 1 1 spot?
ripe for -|»<.i radio dollar figures
md SR \ good start, now i- the opportune
I. .11. ir figures reporl bj advi rtisers
Editor and President
Norman R. Glenn
Secretary -Treasurer
Elaine Couper Glenn
Vice-President-General Manager
Bernard Piatt
EDITORIAL DEPARTMENT
Executive Editor
Miles David
News Editor
Ben Bodec
Senior Editors
Alfred J. Jaffe
Evelyn Konrad
Jane Pinkerton
W. F. Miksch
Assistant Editors
Robert S. Solotaire
Lois T. Morse
Joan W. Holland
Erwin Ephron
Contributing Editors
Bob Foreman
Joe Csida
Art Director
Phil Franznick
Photographer
Lester Cole
ADVERTISING DEPARTMENT
Advertising Director
Arnold Alpert
New York Manager
Charles W. Godwin
Midwest Manager
Kenneth M. Parker
Western Manager
Edwin D. Cooper
Promotion Manager
Mort Winthrop
Production Manager
Jean Engel
Advertising Staff
Marilyn Krameisen
George Becker
Administrative Coordinator
Catherine Scott Rose
Circulation Department
Beryl Bynoe
Emily Cutillo
June Kelly
Accounting Department
Laura Oken
Laura Fazio
Secretary to Publisher
Carol Gardner
Member of Business Publications
Audit of Circulations Inc
SPONSOR PUBLICATIONS INC.
combined with TV. Executive, Editorial.
Circulation and Advertising Offices: 40 E
•19th St. 1 49th & Madisoni New York 17,
N. Y. Telephone: Murray Hill 8-2772.
Chicago Office: 161 E. Crand Ave. Phone
Superior 7-9863. Los Angeles Office: 6087
Sunset Boulevard. Phone: Hollywood 4-
8089. Printing Office: 3110 Elm Ave..
Baltimore 11. Md. Subscriptions: United
States $10 a year Canada and foreign
$11. Single copies 40c. Printed in U.S.A.
Address all correspondence to 40 E. 49th
St.. N. Y. 17, N. Y. MUrray Hill 8-2772.
Published weekly by SPONSOR Publications
Inc. Entered as second class matter on
the 29 January 1948 at the Baltimore
postofficc under the Act of 3 March 1879
Copyright 1956
Sponsor Publications Inc.
WOC TV
-th/l
^iMwdb
Proved by 648,330 Pieces of Program
Mail received by this Station During
6 full Years of Telecasting . . .
WISCONSIN
IOWA
MISSOURI
ILLINOIS
TOP FIGURE each county - Number Pieces of PROGRAM Mail Received during 1955 .
2nd FIGURE each county - Number of Pieces of PROGRAM Mail per 1,000 Homes.
This fabulous response . . .
91 ' < of it to local live telecasts
. . . began in 1950. That year
. . WOC-TV's first full year on
the air . . . 33,845 pieces of
program mail were received;
this mail came from 23 Iowa-
Illinois counties — 237 cities
and towns.
By 1955, this response jumped
to 149,215 pieces of program
mail received during a 12-
month period; it came from 39
Iowa-Illinois counties — 513
cities and towns in these counties.
Accompanying map shows
breakdown of this 1955 pro-
gram mail, proving WOC-TV's
"Good Picture" area.
WOC-TV Viewers are respon-
sive. They respond to WOC-TV
telecasts by mail. More import-
ant, they respond to advertising
on WOC-TV by purchases at
retail outlets. We have a million
success stories to prove it (well,
almost a million). Let your
nearest Peters, Griffin, Wood-
ward representative give you
the facts. Or call us direct.
WOC-TV 39-COUNTY COVERAGE DATA -
Population
Families
Retail Sales
Effec'.ive Buying Income
Source
Number TV Homes
Source
• 1,568,500
• iKi.KOO
0 SI, 926,588,000
• S2,582,388,000
0 1956 Survey of Buying Income
( Sales Management )
• 317,902
0 Advertising Research
Foundation
WOC-TV Owned and Operated by Central Broadcasting Company,
Davenport, Iowa
The Quint-Cities Station —
Davenport and Bettendorf
in Iowa; Rock Island, Mo-
line and East Moline in
Illinois
Col. B. J. Palmer, president
Ernest C Sanders, resident manager
Mark Wodlinger, resident soles manage
PETERS, GRIFFIN, WOODWARD, INC
Exclusive National Representative
KGO-TV is the SAN FRANCISCO BAY ARI
KG O- TV. ..consistently recognised for the outstanding caliber
of its programming .. .winner of awards of excellence in education
programs .. .for the "Success Story" series .. .five awards to its
nightly lire variety show "San Francisco Tonight"... the McCalls
Golden Mike Award for service to youth on "Hi Time"... and for
religious programming, "Our Catholic Heritage."
In all. a demonstrated station popularity presenting a broad base
of program interest and service to the Bay Area community.
Channel 7 KGO-TV San Francisco, KABC-TV Los Angeles,
WABC-TV New York, WBKB Chicago, WXYZ-TV Detroit
Owned and operated by the American Broadcasting Company
N fc» W 5 IVI f\ i\ c. R
of the week
Merle S. Jones
Merle S. Jones: Another call'to'duty
Late last Wednesday afternoon. CBS President, Dr. Frank Stanton
called Merle S. Jones, executive vice president of CBS Television,
up to his 20th floor office for a private conference. When Jones
left a short while later he was the surprised new president of CBS
Television, effective 31 December when J. L. Van Volkenburg
resigns. Van Volkenburg will continue as a director of CBS. It is
expected that Jones will name a successor, and there are several
likel\ candidates among people who have
worked long and hard with Jones at CBS
television.
In this latest call to duty — and CBS has
called Jones to many duties since he joined
the network in 1936 — he faces two major
challenges: (1) to continute to broadcast a
schedule of programs which will serve the
best interests of the American public, affili-
ated stations and national advertisers, (2)
to maintain CBS Television's leadership
within the industry.
What Jones brings to the job is a grass-roots understanding of
what il takes to run a successful station or a successful network,
for he rose from the ranks of station managership in the mid-west
and on the west coast. He can also be expected to keep close watch
on costs and on selling, for budgets and spot sales have been within
his baliwick since he was named executive v. p. last March.
Jones does not anticipate any conflict in the control of program
production or show control between networks and agencies, but
does foresee, in this area a closer cooperation between both prin-
cipals. As for colored TV. CBS Television has steadily increased its
color schedule and will continue to do so as set sales justify further
[Expansion.
Jones joined CBS 20 years ago as assistant general manager of
k\l<)\ St. Louis. He left in 1944 to join Cowles Broadcasting as
general manager of WOL, Washington, returned to CBS in 1947
as general manager of WCCO, Minneapolis, then moved to Los
Angeles as general manager of k\\ and KNXT. Onlj in Los
Angeles did Jones and his wife (who have always lived in apart-
ments) feel rooted enough to buy a home. For his wife it was
a labor ot love — improving and landscaping. Then on the day the
last flagstone was laid in the patio, Jones was called to New York
—promoted from within (in best CBS tradition) to vice president
in charge of o&o tv stations.
"If onl\ I had married a man" said his wife, ••who could hold
<>n to a job!"
Toda\ they are apartment dwellers again at Sutton Place: no
lawns, no patios. "But handy to the oflice." savs Jones. ^
SPONSOR
10 NOVEMBER 1956
Since the sternwheelers first
opened our Ohio River Valley to
large-scale trade, this region has
constantly steamed ahead to
greater industrial records.
Today, its array of manufactur-
ing is the most vast in America
... a solid head-of-steam typified
by our own doorstep counties of
Cabell and Kanawha (the Hunt-
ington-Charleston area) where —
say preliminary reports of the
new U. S. Census of Manufac-
tures — the value of industry
alone is up 55% since 1947,
currently over one billion dollars!
This is only part of what you can
command with WSAZ-TV. Sur-
rounding our near-quarter-mile-
high tower lies America's 23rd
television market — four states
wide, four billion dollars deep in
buying potential. You leave a
smart wake when you sail aboard
WSAZ-TV. Any Katz office can
make out a profitable bill of lad-
ing for you.
CHANNEL
iMmniki
;*&
r-rrwrnwrnw^
HUNTINGTON-CHARLESTON, W. VA.
IT. B.C. NETWORK
Affiliated with Radio Stations
WSAZ, Huntington & WGKV. Charleston
LAWRENCE H. ROGERS, PRESIDENT
Represented by The Katz Agency
WANT S0M1
DAVE LEWIS
BILL RYAN
WB.
KDKA, KDKA-TV, Pittiburgh
KPIX, San Francisco
HILDA WOEHRMEYER
WOWO, Fori Wayne
JANET BYER 3
KYW, CleveloJ
CHICK KELLY
IC Assistant National
romotion Manager
DAVE PARTRIDGE
WBC National
Promotion Manager
A big audience is only part of the battle — you want an audience
that gets up off its money and buys. Which is where our Promo-
tion Managers come in. Westinghouse Broadcasting's Promotion
Managers help build loyal audiences for WBC stations — audi-
ences that believe what they hear because they believe in WBC.
Tell you what — if you can't get audience action from WBC
top audience, top ratings, top talent, top programs, in top
markets with top coverage —sparked by TOP PROMOTION
— then, save your money, it can't be had!
But if thousands of big and small advertisers are any criterion,
it can be had on WBC. So, if you're looking for more audience
action, call A. W. "Bink" Dannenbaum, WBC Vice-President
—Sales, at MUrray Hill 7-0808, New York.
No Selling Campaign is complete without the WBC Stations
WESTINGHOUSE BROADCASTING COMPANY, INC.
RADIO
BOSTON- WBZW BZ A
PITTSBURGH — KDK A
CLEVELAND — KYW
FORT WAYNE — WOWO
PORTLAND— KEX
TELEVISION
BOSTON— WBZ-TV
PITTSBURGH — KDK A-TV
CLEVELAND— KYW-TV I
SAN FRANCISCO— KPIX
KPIX REPRESENTED BY THE KATZ AGENCY. INC.
All other WBC stations represented by peters. Griffin, woodward. Inc.
Support the Ad Council Campaigns
WGAL-TV
LANCASTER, PENNA.
in the channel 8 multi-city market
People make a market, and the
3!/2 million people in the Chan-
nel 8 Multi-City area make it
one of your most important TV
markets— America's 10th. Here
3V2 million of your prospects,
owning 917,320 TV sets, have
$5V2 billion to spend annually.
STEINMAN STATION Clair McCollough, Pres.
Representative
the lYI E. E. ft C R company, inc. New York • Chicago • Los Angeles • San Francisco
SPONSOR • 10 NOVKMHEK 1956
Most significant tv and radio
news of the iveek with interpretation
in depth for busy readers
SPONSOR-SCOPE
10 NOVEMBER Madison Avenue's appraisal this week of top-level changes in the three ma-
Copyrlght (956 . I o
sponsor publications inc jor networks is both hard-boiled and nostalgic. (Latest switch is Merle Jones for Jack
Van Volkenburg as CBS TV president.)
To agencymen and sponsors it means that the lusty youth of tv growth is over,
and the era of sobersided stabilization is here. So adjustments are in order in the
way Madison Avenue acts and feels about the networks.
Note that the dynamic network head — the fellow who got a big charge out of program
creation and selling (and transmitting his feelings to the client) — has been replaced.
To timebuyers this spells the end, to a large extent, of the personal deal, the personal
touch, and — if you please — the personal flatten that went with network tv. Gone are the
spellbinders who could talk the birds off the trees, and were just as much at home in Atlanta.
Cincinnati, Detroit, or Cleveland as in New York. They made their pitch and wrapped up
the buy; they left 'em ecstatic.
The new breed is basically administrative. It is inclined by nature and training to
operate through channels and team technique.
Inevitably, the mere size and complexities of the tv business require this administrative
type. But in the interim, there will be some wariness.
To quote the tv-radio v. p. of an agencv in the top four: "Tv advertising is a fast-moving
business. It calls for quick, decisive answers — and we need them to keep our clients happy.
I hope the administrators have made room for that."
Those close to the RCA-NBC hierarchy see long-range implications in Robert
E. Kintner's tie-up with NBC as an executive v. p.
Thev feel his assignment as co-ordinator of NBC's color operations is the first move
in a managerial checkerboard play mapped by the two Sarnoffs.
The anticipated progression in the not too distant future would be (1) General David
Sarnoff's retirement as RCA chairman, (2) Frank M. Folsom's accession to the RCA
chairmanship, (3) Robert W. Sarnoff's assumption of the RCA presidency, and (4)
Kintner's take-over of the NBC presidency.
Note Kintner's own comment: "I believe this is a business for young men. NBC's
new management team will, in my opinion, lead the network to new heights of achievement."
The former ABC president is 47: Robert Sarnoff is 35.
Official count at NBC now stands at five executive v.p.'s. two staff v.p.'s, and 30-odd
regular v.p.'s.
Expenditures for radio are climbing rapidly, but there's no consistent way of
knowing (1) network billings, and (2) spending on spot by individual accounts.
Several media directors now tell SPONSOR that something ought to be done within
radio itself to furnish this information.
They point out that — except for the bulk figure supplied by the Station Representative
Association — they get no data on spot radio.
And since PIB discontinued its reports on network radio billings, there's no handy
source of information on that score, either.
This incident at McCann-Erickson will give you an inkling of how much sta-
tion rates have jumped the past year — and how agencies are resigned to it.
In renewing spot contracts with the same sizeable group of stations, Mc-E found the
SPONSOR • 10 NOVEMBER 1950
SPONSOR-SCOPE continued
over-all rate increase was close to 10% on exactly the same schedule as the year before.
But despite the hike, it still was 71/£% below estimates.
If — as some reps are complaining — the volume of new spot tv this fall is dis-
appointing, it isn't for lack of money.
SPONSOR has checked the top spot agencies, and finds that most think they are spend-
ing about as much as usual. But, they say, if there is indeed a dropoff, it could stem from
these conditions:
• It's getting tougher than ever to reach the first four or five markets during
the prime evening periods. And few clients will tackle a big spot campaign unless they can
nail down the top five areas securely, for they constitute roughly 40% of the nation's sales
potential.
• Battling for 20-second availabilities is so rough that some advertisers prefer net-
work alternate-week sponsorships. You still can find some pretty good buys there.
• Spot campaigns sometimes really are in-and-out propositions; the sponsor is
marking time until he can switch to a network opening that will fit his budget.
• Elimination of many local live shows — kid strips, for instance — has shooed that
money elsewhere.
• Some clients are spreading their money over network shows to get the frequency
of impressions usually associated with spot.
Leo Burnett was the only agency contacted, however, that reported its spot tv activity
this fall was hotter than ever.
Meanwhile, Norman (Pete) Cash, TvB president, says that the agency-reported scarcity
of availabilities in the top markets, (New York. Chicago, Boston, Philadelphia, Pittsburgh)
strikes him as somewhat exaggerated. He is sure that he could furnish at least 50 of them.
The top 10 tv agencies this year will make over 10,000 film commercials and
spend around S3. 5 million on their production.
These estimates are based on a check by Sponsor-Scope.
Here's how the agencies stack up in volume: Y&R, 1,200; BBDO, 1,100; McCann-
Erickson, 1,400; Benton & Bowles, 900; J. Walter Thompson, 1,100; Leo Burnett, 800; Ted
Bates, 1,000; K&E, 1,300; DFS, 700; and Esty, 600.
By averaging out what each agency said it cost to make a film commercial, Sponsor-
Scope arrived at a common figure of $3,500.
As for geography, the production of the footage splits up thus between the two coasts:
0% New York; 40% Hollywood.
NTA film network has its first client — he's in Chicago — in tow and expects
to get him going after the first of the year.
\\ hat's primarily holding up the signing is the determination of the station count and
the actual cost of the half-hour package. It is estimated a third of the 90-minute feature
film's broadcast will cost between $45,000 and $50,000.
NTA also will have to make a decision that is of importance to agencies: whether
to limit the commission to time alone or cover the whole package.
Showing of the movie classic Wizard of Oz on CBS last week did just what
admen expected: It outpulled the rating of the average spectacular.
< olor film's two-hour average rating was 29 4. and the average share of audience was
.1.2.
Wli.it it did I" tli<- opposition was fairly decisive. Sid Caesar dropped to 10.3, while
Gobel scratched 1 1 1 r < > 1 1 l- h with 15.2. Laurence Welk proved somewhat more dur-
able; He landed 17.1 and 17. '^ for his successive half hours.
Ford's bill for the two-hour "Jubilee" was around $380,000 for time and
talent.
SPONSOR • 10 NOVEMBER 1956
SPONSOR-SCOPE continued
In the self-analysis the network tv fraternity is conducting on this year's pro-
grams, the new situation comedies definitely show up as a weak spot. Not one has
made any headway in the ratings.
Why? Situation comedy was one of radio's most durable and reliable props. Knowl-
edgeable admen think they can spot this common current deficiency : The central char-
acters in the tv comedies lack '"'roots" — ties to family, group, or romance that make
them emerge from the screen as "real."
Disciples of the "roots" school tell you that if you analyze the five new situation
comedies you will find:
• Hey, Jeanie: A young girl, who — while warm and likeable — is strictly on the loose,
involving herself in situations apt to make the viewer either uneasy or unbelieving.
• The Brothers: A couple of bachelors somewhat on the chi-chi side, full of school-boy
pranks, and living on an island of their own.
• Oh, Susannah: Another young girl completely on the loose, without group, family,
or romantic moorings.
• Stanley: A stumbling, bewildered young man whose only "roots" are a newsstand.
• Hiram Holliday: A whimsical wisp with derring-do reflexes whose only every-episode
link is a narrator.
A pertinent footnote: In the 31 October Trendex, the above shows averaged out at
12.1; the seven situation comedies held over from the previous network season
came up with an average of 21.5.
Among the holdovers, the "roots" classify thus: family, five; office associates, one;
barracks buddies, one.
Revlon's commercial on the "$64,000 Question" finally is down to network
requirements — three minutes.
It took a boiling session between CBS and Revlon lawyers to get the issue settled.
The combined Revlon commercials had been running four and five minutes. CBS TV's
sales service, reacting to complaints from agencies with competitive accounts, had frequently
asked Revlon to comply with the network's limitations.
Revlon refused to budge; so the network's legal department had to lay down the law.
What happens when two stations in the same market schedule quality fea-
ture films, first-run, at parallel periods? Here's a clue:
Pulse has figures for the week of 11 October through the 17th covering 10 showings
on each of two New York stations at night.
WOR-TV's "Million Dollar Theatre" got an accumulative rating of 62.3 on showings
of "Notorious" and "Champion." WATV's "All Star Theatre" had an accumulative 44.3
with a combination of "House on 92nd Street" and "Three Musketeers."
Moreover, WOR-TV's accumulative rating was 18% over the same week and
time the year before.
If you're on NBC Tv at night, you'd better check with the network about
your extra print and cut-in plans for January and beyond.
NBC will be broadcasting far more color after the first of the year and it doesn't want
its sponsors to find their commercials out of tint harmony with the show.
Network has already passed a word of precaution to several agencies.
If you're doing business with P & G you will be interested in the latest divi-
sion of authority within its wholly-owne ;1 subsidiary, Procter & Gamble Produc-
tions, Inc.
A. N. Halverstad, P & G ad director, heads up P&GPI. but Gail Smith is the v.p. who
SPONSOR • 10 NOVEMBER 1956 11
SPONSOR-SCOPE continued .
actually runs it.
George Geroux has moved into the program section as a sort of co-manager since
Bill Craig left to join the William Morris agency.
Geroux is responsible for every show emanating from or being filmed on the West Coast,
while Bob Short is directly responsible for all East Coast production. (Shorts supervision
centers on four nighttime shows, including Fireside Theatre, and tbe five daytime serials).
Bill Ramsey, a radio veteran, operates a separate section in P&GPI that works with
P&G agencies on commercials. His top associates are Toby Raymond and Bob Roberts.
Westcoast continues to be a high-ratings bulwark for nighttime feature films.
Now comes the initial report on MGM fare from KING-TV, Seattle, showing an across-
the-board average of 16.6 for the period of 10:45 p.m. to 12:15 a.m. It happened the
week of 8-14 October.
Nightly averages ranged from an 11.7 Monday to a 26.2 Saturday night.
Quarter-hour peak was reached at 11 p.m. Saturday with a rating of 30.5.
Radio networks' billings from the presidential campaign may not cause your
lids to flutter, but it's all solid pick-up money — no rebates for pre-emptions or
shows.
In other words, the time would have been otherwise sustaining.
Estimated income from politics by networks: CBS, $175,000; NBC, $35,000; ABC.
$70,000 and Mutual, $30,000.
Agencies with late evening network shows are keeping their fingers crossed
as the trend among affiliate stations to spot feature films in marginal time grows.
In light of what happened to its Hit Parade in Providence BBDO might be described
as having its fingers doubly crossed.
WJAR-TV's cancelling of the show for a feature film schedule is an isolated case so far.
BBDO, Parade's producer, meantime has embarked on a study to determine the im-
plications of these evening feature bookings to option time security.
WDSU, New Orleans, says Lever's concern over Lux Theatre being pushed off — noted
in 3 November Sponsor-Scope — is totally unwarranted.
Using advertising to get more advertising is the strategy behind U.S. Steel's
upcoming radio buy.
Steel is on the verge of wrapping up plans for a two-week drive (26 November-7 De-
cember) on 54 radio stations, as part of Operation Snow-flake.
This is the first time the company is using radio for its annual Christmas consumer
promotion — this being the third of these events.
Promotion's objective is two-fold: (1) increase steel consumption in American homes
ilimugh stimulating the purchase of major appliances and (2) increase retail tie-ins with
Snowflake.
NBC Hadio meets with affiliate committees this week to reshape the network's
programing and sales accent.
From indications the plan divides into two main streams of action:
1. Strengthening the program structure through the expansion of world-wide and
national news coverage, flavoring Bandstand with new showmanship touches and possible
extension "I Monitor to Friday night. All this would take effect after New Years.
2. Implement the Imager) Transfer concept by hitting hard for saturation radio.
For other news coverage in this issue, see Newsmaker of the Week, page 5; New
m<l Renew, page 51; Spol Buys, page 54; News and Idea Wrap-up. page 64; Washington
Week, page 69; sponsor Hears, page 72; and T\ and Radio Newsmakers, page 78.
12
SPONSOR
10 NOVEMBER 1956
34,000 Said YES
To The Old
Gray Fox!
Houston's newly-elected mayor, Oscar Holcombe, used KPRC-TV
exclusively to test public sentiment. The "Old Gray Fox", as he is
widely known, used one 15-minute program on KPRC-TV only, to
determine whether he should seek election. He said he would run
if 10,000 people from Houston wrote in. Over 34,000 cards, letters
and telegrams poured in, responding to this single telecast! This is
the pattern of results on KPRC-TV. Overwhelming power to move
more people, to sell more merchandise, makes KPRC-TV the most
POTENT ADVERTISING FORCE IN THE HOUSTON MARKET.
KPRC-TV
HOUSTON
Channel
JACK HARRIS,
Vice President and General Manager
JACK McGREW,
National Sales Manager
Nationally Represented by Edward Petry & Co.
SPONSOR • 10 NOVEMBER 1956
13
—CASE history-amusement;
Amusement Park
Chutes to New
Sales via Radio
The Long Beach Nu-Pike Vmuse-
n n- n t Park has just completed one
of the most successful summer-fall
seasons in it- history, in the face
of the must intense competition by
other new attractions lor the South-
ern California amusement dollar.
"'Our increase in business can ob-
viously have come only from ad-
vertising, with the Ih'jw -hair of
the credit going to radio" writes
John Curtis, partner in Patch &
Curtis Advertising Vgency, Inc.
"'I sing the jingle created for u- by
Song-Ads on four independent sta-
tion-, radio provided enough cov-
both geographical!) and in
number ol impressions to show an
immediate and sustained response.
We were able to reach in-home
listeners, the huge auto audience,
ami people out mi the beach or
elsewhere with portables. Because
of radio's flexible nature, we were
ible to keep our copy timely.
"Due to excellent results from a
moderate budget, we anticipate an
'•\<-n greatei use ol Southern < ili
lornia radio next y<
KKK,. with !.v; of the Nu-Pike
radio budget, i- happj to share
with three other dm- stations grat-
r»n lor another job well done
Southern California advei
KBIG
Ur/>« Colalmo Station
10.000 Walla
740 "kST
BROADCASTING CO.
,.i.. as. California
Not. Rep. WEED and Company
Timebuye
at work
Robert Clatzer, Ben Sackheim. New \ork, says: "The imagination
and courage so often shown by radio and tv networks and local sta-
tion- in their programing seems to have been lost on many of us
in the agencies. " Hob feels that agencies have abdicated their re-
sponsibilities that broadcast media have often made their con-
tributions to broadening horizons
in the face of agency indifference.
"The wonder is not that there is so
little worthwhile on the air, but
that there is as much as there is,"
he says. "Buyers who are rating-
happ) are not only contributing to
this condition, but are being pentn
wise and pound foolish. Space
buyers long ago learned that it is
not the quantity but the qualit) of
the audience that matters." Time-
buyers, Glatzer points out, often
seem to be under the misapprehension that because anyone can turn
on his radio or tv set. that he will do so. "It is an axiom of adver-
tising that you can talk to onlj one person at a time. The shotgun-
blast school of commercials, firing blindh in all directions, is doomed
from the start. The timebu\er must know his audience — age dis-
tribution, inci me-, number of children and similar information.
John Church, president, Church and Guisewite Advertising. Mid-
land. Mich., notes that the current radio revival has brought back one
of its bad stepchildren — specifically, those elusive time spots. In
reviewing the situation. Church sa\s. "Radio stations are enjoying
an influx of competitive buyers and are throwing oul availabilities
on a catch-as-catch-can basis. F01
example, a station representative
will offer a selection of announce-
ment limes in good faith, onl) to
find thai they're gone when he at-
tempts to confirm the schedule
Ibis wanks a hardship on agencies
and station reps alike particulai
l\ when the\ are separated b\
great distances." Church would
like in see an old radio buying-
selling practice reestablished. "' \i
one time, when availabilities wen
J
s
17 t
submitted bj a station, the) were reserved for al least a <la\ or two
i" allow the station representative, the agenc) and the client to decidi
upon a definite program. We'd like to sec this system reinstituted.'
In this way, he is sure thai main buying-blocks would be overcomi
foi the agency, yel thai the day's hold-over would not harm th<
3tation. It would, in fact, encourage more national snot business
1 1
SPONSOR
It) mi\ i:\ibii; \()r>('
Greatest food
merchandiser
in America!
Baltimore supermarkets and corner groceries . . . Baltimore chains and
independents . . . W-I-T-H delivers them all to you with the most powerful
assortment of food promotions ever created by a radio station. Here's the
"merchandising muscle" W-I-T-H will give your grocery product over a
13-week period.
# W-I-T-H Feature Foods Merchandising Service. You get all this:
1. A minimum of 60 store calls in high volume groceries, including
point-of-purchase merchandising such as increasing shelf exposure,
restocking shelves and installing displays for your product.
2. A minimum of 20 special one-week displays.
3. 20 days of Bargain Bar promotions in chains and supermarkets, plus
additional merchandising by demonstration, sampling, couponing, etc.
4. Complete merchandising reports issued to you twice each 13 weeks.
# W-I-T-H Chain Store Food Plan, providing for dump, end-of-aisle and
shelf extender displays in leading chain stores.
# W-I-T-H Weekly Merchandising Service with independent GA Stores.
# PLUS merchandising letters . . . PLUS trade paper advertising of your
product . . . PLUS potent advertising material for your own salesmen's kits
. . . PLUS personal supervision by head of W-I-T-H Merchandising Dept.
Add W-I-T-H's low, low rates and W-I-T-H's complete coverage of Balti-
more's 15-mile radius . . . and you've got the station that delivers the groceries!
Buy
Tom Tinsley
President
R. C. Embry
Vice Pres.
c o
F I D E N C E
National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Forjoe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta.
SPONSOR • 10 NOVEMBER 1956
15
RADIO KPQ GETS
Results . . .
2™
And We Challenge
All Other North Cen-
tral Washington
Media To Disprove
Us!
Yes, that's a strong state-
ment, but we are prepared
to back that claim to the
hilt .... with money on
the line.
So if you're buying — or
plan to buy — the heart of
Washington State, why
waste money testing? Use
the ONE MEDIUM that pro-
duces 2 to 1! Use KPQ
Wenatchee.
AN ABC-NBC AFFILIATE
5000 wait:
560 K.C.
WENATCHEE
WASHINGTON
REGIONAL REPRESENTATIVES
Moore and Lund, Seattle, Wash.
NATIONAL REPRESENTATIVES
For/oc and Co., Incorporated
' Ono ol [.
.'•' uhingron M.itel
b\ Holt Foreman
ad libs
Most feature film won't hurt networks
If the taste nf lilt- television audience were
similar to that of my middle child, distress sig-
nals would l»e up indeed at the networks. For
Betsy, aged 13, has literally never seen a feature
picture she hasn't described as "terrific" and the
more times she sees the same picture, the more
terrific said epic becomes.
Despite this 1 will jump to a conclusion and
staj with il until it is proved otherwise; namely, that Bet-\ i-
atypical and that tv audiences will be discriminating and that feature
films must be good ones to cause televiewers to disaffect from network
fare to an\ startling degree. Bv "good" I mean about Three Stars,
not just average.
Of the several thousand features from practically all the major
studios now in release or about to be released to television. I can t
saj how main rate this well. But it certainly will be a small per-
centage. And when you consider the fact that most of this product
came into being prior to I'll!!, the appeals a- well as casts are in
man) cases now dated. Thus I don't think it wise to assume that
any feature on any channel will have the same effect that ""Thirty
Seconds Over Tokyo"' had in Los Angeles (where it clobbered the
networks).
This point i> not subscribed to b\ me alone. However, I do want
to discuss other areas of the feature deluge which i- perhaps upon us.
In most cases these properties are spotted earl\ i.~>:3() to 7 p.m..
for example) or late (from 11:15 till final credits) and. therefore.
are not competing with Class "A" network fare. The) are offered
I" the advertiser primarily as circulation buys; a- spot carriers.
Mass circulation dors not mean mass -,il< -
Despite the chopped-up methods by which we hu\ television so
often these days — participation, alternation, dual sponsorship and
whatha\c\ou there i- -till something thai accrues to the television
shou sponsor which cannot be equaled b\ the Inner ol circulation
alone. Tine it must be a successful show, sizeable in audience, well
acclimated to the type of product which sponsors it. Bui when thesi
I. ic tors are attended t". something \cr\ valuable, though unchartable,
occurs. I cannot help but hark back to the tremendous impacl
Jin-, i sales impact, fell over the counter the \cr\ next morning from
such vehicles as The $64,000 Question.
rhink back to the days when radio was alone and you w ill readil)
recall the sales successes ol the //»<(•> n Unl\ strip foi Pepsodenl
Crosty to, Cremo, fact Bering foi Jell-O, Fibbei WcGee & Moll)
for John-on'- associations which were pure uranium. Never ii
other media were such startling, immediate, long-lived and efficient
SPONSOR
LO \i»\ EMBER 1956
YOURQ
FOR COLOR
WNBQ, NBC relevision in Chicago and the nation's
leadership station jhcolor telecasting, now introduces
a stron«er-than-ever program line-up— all in color— lor
its popular 10 to 10:30 p.m. period. Major program-
ming change in the half-hour brings in the brilliant
NBC network newscaster Morgan Beatty, followed by
Noun Barry's "Let's Look at Sports."
Beatty and Barry, together with Clint Youle, America's
top weatherman, and Dorsey Connors, Chicagoland's
favorite household-hint expert, form the new all color
"Four Star Final"' line-up on WNBQ.
This "Royal Family of Chicago TV" is already selling
in coLORand black-and-white for such blue-chip spon-
sors as Armour & Co., DuPont, Sante Fe Railroad and
Slenderella. Program sponsorships and prime station
breaks in "Four Star Final" can do a four-star selling
job for you, too. Take your selling cue from "Q" —
WNBQ- today!
10:00 p.m.— Clint Youle with the Weather Roundup
10:10 p.m.— Morgan Beatty with News Commentary
10:20 p.m.— Norm Barry with Sports News and Scores
10:25 p.m.— Dorsey Connors with Household Ideas
WNBQ,
leadership station in Chicago soLn ei |N BCl SPOT SALES
SPONSOR
10 NOVEMBER 1°.">(>
IT
,
Agency ad libs continued.
TOP RATING IN
CINCINNATI!
niinv
QUEEN
starring
series
HUGH MARLOWE
The highest rated syndicated
program in Cincinnati,*
America's great mystery
odventure series outrates
$64,000 Question, Dragnet,
Jackie Gleason and other
top network favorites! Get
the facts for your market.
'24.7 PuUe 9/10/56
'A^«.^..
488 Madison Ave.
New York 22
PLaza 5-2100
•
selling tools ever employed: Ratings told only part of the story.
Rapport with the star, the property, mood-integration — call it by
whatever fancy title you want — was what did the work.
\\ ith feature film- emplri\ed as spot carriers or split into half-hour
segments or even sponsored in toto by one advertiser, thai product
can never get realK close to the players or the play. That big suds
company and the few others who can afford to buj circulation alone
use dollar volume to cover up their inabilitv to tell a good show
from a bad one: they alone can afford such luxur) as f< >ur errors
a season because of the discounts they achieve and the franchise
>lots they've long since latched onto. Today thc\ arc. I suppose.
lia\ing their crewcuts I brandmen ) put the slide rule to these new
feature film offerings and soon 1 imagine the) ma\ siphon off a
paltrv million or two from the networks. I hope so because this
should open up some nice juic\ network time, day as well as night,
for some new and smart advertisers to jump into and to make use
of so the medium tealh performs the tricks it can.
Feature films may bring down talent costs
Don't misunderstand me! If better features do get on the air
and in good time, they may split up the audiences now glued to the
three networks. If so, this may serve to bring talent prices, at least,
down somewhat, which would certain!) be a pleasant relief. Rut
regardless of what occurs, remember that features are reruns and
network television, during 39 weeks, brings us new stories, situations,
and routines plus a roster of familial personalities each week. That's
win it has done such harm to theater box office where first runs
an1 exhibited dailv. ^
Plus values programs prox n/e me important to weigh against sheei
circulation "l features, says Foreman. Stars like Jack Benn) anil
Fred tllen ;<</<■ identified with product, and hail special sales
impact. I Inn/, bach t<> the days when radio teas alone and you will
readily recall the sales success of the Vmos 'n \n<l\ strip for
Pepsodent, Crosb) foi < remo, Jack Benn) foi Jello-O, Fiber McGee
8 Molls for fohnson's associations which /<<■/<■ pun- uranium.
SPONSOR
III NOVEMBER 1956
CAPITi
I hings are busier than evei in the Capital these days.
Home furnishings (appliances, furniture, radios and tele-
vision sets) are selling at an extraordinary rate — a rate
never before equalled in Washington history.
Sales of home furnishings in the Capital last year reached
• in all-time high— just short of 100 million dollars. This
figure represents a rise of 40% in just five years, a rate <>l
growth greater than the total annual home furnishings
sales ol Jacksonville, Richmond oi Sail Lake Cityl
Advertisers are paralleling this big buying pattern with
greater and greatei investments in the Capital's most effec-
tive media— WRC and WRC-TV, Washington's Leadei
sin ji Stations. During the ftrsl hall ol i his year, advertisers
ofTiome furnishings increased billings on these stations l>\
83A{ , ovei thosi h>i the first halj o) 1954!
Like these advertisers, you'll move your product into more
and more homes when you go with the biggesl guns in
Washington's sel I m" boom . . .
ANDlff MU JL 17... SOLD BY
NBC LEADERSHIP STATIONS IN WASHINGTON, D. C.
•■■.,5 00,000
-child foundation . new york university . englewuod parent-teacher association . >
fullbright scholarships . league for retarded children . united negro college fund . e p t !
harlem youth center . american council of christian churches . legal aid society . pratt >
industrial home for the blind . american heritage foundation . free nurse institute . le i
queensborough federation of mothers clubs . police athletic league . american jewish cotf !l
fordham university . nephrosis foundation . american council on education . great books!
senior citizens month . all day neighborhood school program . brooklyn hebrew home & hob
camp fire girls . east rockaway mental health committee . ground observer corps . heart
just-one-break . long beach fire department . penn sly van i a state college . world health
yeshiva university . american council to improve our neighborhoods . sister kenny found/i
college of st. elizabeth .
HUDSON GUILD NEIGHBORHOOD H p^ ^^ organizationg who come to WNEW for
national education week . assistance really get results!
HORTICULTURE SOCI ETY OF NEW
rotary club OF valley STREAl For WNEW takes seriously its responsibility to serve
united states army . univer the public interest.
Washington park art exhib.t instead of ineffectual "gestures" of a few spots a
congregational church of ma week> WNEW goes all out for worthy causes with result-
S E TO n hall UNIVERSITY . S A F getting saturation schedules.
OYSTER bay high SCHOOL . PO
catholic youth ORGANIZATION The technique of creative, selling copy -delivered
around the clock by WNEW's entire team of persuasive
WILLIAMSBURG SETTLEMENT HOU ,. . , . tl_ . . y . L
personalities— brings results for community projects
SECOND SPANISH EVANGELICAL . . .. , <. ,,rXT171,n . ,
just as it does for WNEW s commercial sponsors.
AMERICAN WOMEN'S VOLUNTEER
U.S. department of health, This year WNEW is broadcasting approximately 25,000
immigration bureau . INTERF announcements on behalf of some 800 local and national
JEWISH hospital FOR CHRONIC educational, religious, civic and governmental organizations.
RELIGION IN AMERICAN LIFE . rru .... , - WXTT?W, . ., ..
The money value, in time alone, of WNEW s contribution :
ED cross . vassar $1,500,000. The value of the results to the organizations -
jersey city community chest vte\\, just glance at these excerpts from a few
united states air force . R of the many grateful letters in our files. . . .
CH I LDREN' S TOYS . K I WAN I S 0
NEW EYES FOR NEEDY . UNI VER
FEDERATION OF PROTESTANT WELFARE AGENCIES . PATERSON FELLOWSHIP . STEVENS INSTITUTE OF
COMMUNITY CHURCH OF N.Y.C. . BERGEN COUNTY VOCATIONAL 4 TECHNICAL HIGH SCHOOL . CHIROPR
SARAH LAWRENCE COLLEGE . TRINITY CHURCH OF PATERSON . AMERICAN LEGION . REFUGEE RELIEF
ITATES CIVIL SERVICE COMMISSION . RECORDINGS FOR THE BLIND . BLOOMFIELD HIGH SCH
New Tork's Favorite Station for Music and New
HVE -AWAY
;Y, NEW JERSEY FAMILY SERVICE BUREAU . URBAN LEAGUE OF GREATER NEW YORK . ART STUDENTS L
IAL EMPLOYMENT AND GUIDANCE SERVICE . BARNARD COLLEGE . HERALD TRIBUNE FRESH AIR FUND .
I B I A UNIVERSITY . DAMON RUNYON CANCER FUND . PRINCETON UNIVERSITY . SOCIAL SECURITY ADMIN
SCOUTS OF AMERICA . GREENWICH VILLAGE FESTIVAL . JUNIOR ACHIEVEMENT . N.Y. TUBERCULOSIS H
ICAN ASSOCIATION OF JUNIOR COLLEGES . EDUCATIONAL ALLIANCE OF N.Y.C. . NATIONAL HADASSAH
I B'RITH OF BELROSE, L.I. . NEW YORK YOUNG MEN'S BOARD OF TRADE . NEWARK COLLEGE OF ENGIN
INAL ASSOCIATION FOR THE ADVANCEMENT OF COLORED PEOPLE . NEW YORK DIABETES ASSOCIATION .
WASHINGTON BOARD OF EDUCATION . SPENCE CHAPIN ADOPTION CENTER . VERONA AMBULANCE UNIT .
)LIC UNIVERSITY OF AMERICA . EAST PATERSON SCHOOLS . HOFSTRA COLLEGE . ZIONIST ORGANIZATI
[LYN LAW SCHOOL . BELLEVUE HOSPITAL . CATHOLIC GUILD FOR THE BLIND . GUGGENHEIM MUSEUM .
CI Tl ZENS COMMI TTEE TO KEEP \
FORDHAM UNIVERSITY PENLAND SCHOOL OF HANDICRAF"
"... more registrations in adult education for a single Queens medical center . CARl
semester than at any time in Fordham's history." NEw YORK STATE (no DEPARTMEr
NEW YORK STATE DIVISION, VETERAN'S ADMINISTRATION UNITED STATES DEPT. OF LABOF
WNEW saturation campaign produced more American seamen's friend S0(
requests for Veteran's Timetable than any other
single campaign we have experienced."
JERSEY CITY CHORAL SOCIETY ,
MUSIC 4 ART HIGH SCHOOL . P.
U.S. NAVY . U.S. MARINES .
AMERICAN Bl BLE SOCI ETY . Y.(
VOCATIONAL GUIDANCE SERVICE OF PATERSON
". . . tremendous effect of WNEW announcements a source
of amazement ! This experience has given me the
satisfaction of having a project 'put across' EASTERN school for PHYSICIAI
almost primarily by WNEW as well as a tremendous GREATER N.Y. dietic ASS0CIA
respect for WNEW as an influence for good.
AIR NATIONAL GUARD . TUFTS i
YALE UNIVERSITY . Y.W. -Y.M.I
IONA COLLEGE . PLAY SCHOOL ■
LOCAL HADASSAH CHAPTER
". . . our Festival was so successful we could not
accommodate all who attended. WNEW was the
only station that used our announcements." Y.m.c.A. . VETERAN'S admini
PLAY SCHOOLS ASSOCIATION AMERICAN F0UNDATI0N F0R ™E
"... your station has been doing a perfectly splendid TURTLE bay music SCHOOL . T
job of promoting our guide book, TRIPS FOR CHILDREN MT. VERNON hospital nurses
. . . the tremendous number of requests we are getting from iinn* nun nc cmd iawu u
j t j • i» ,1 i . r LIUNo 1/ L U D Ur t"AIK LAWN, n.
your parent listeners is astounding . . . the largest return
we have ever received from a single radio station." INTERFAITH RED CROSS . marc
AMERICAN PHARMACEUTICAL ASS
^H^^^ SOUTH SHORE DRAMA GROUP OF
TOWN OF ITALY . RECREATION COMMITTEE OF RAHWAY, N.J. . UNION THEOLOGICAL SEMINARY . UPSA
E PLAINS HIGH SCHOOL . VOCATIONAL GUIDANCE SERVICE OF PATERSON . CATHOLIC WAR VETERANS .
H AVENUE PRESBYTERIAN CHURCH . RUSSELL SAGE COLLEGE . UNITED STATES OLYMPIC COMMITTEE .
N'S CLUB OF NEW JERSEY . BROOKLYN POLYTECHNIC INSTITUTE . JEWISH CENTER OF PORT CHESTER .
VNEW
1130 on Your Radio Dial
Represented by SIMMONS ASSOCIATES, INCORPORATED
DO YOU KNOW
THIS WOMAN?
DOES SHE
KNOW YOU?
She is a typical
Los Angeles Mexican-American.
She and about 550,000 other
Latin Los Angelenos spend more
than 51,000,000 a day.
Join These Accounts
P & C 'Cheer"
Camel Cigarettes
Eastsidc Beer
Fccnamint b Chooz
Felix Chevrolet
Foremost Dairies
Folgcr's Coffee
H.imm's Beer
Hills Bros. Coffee
La Pina Flour
(General Mills)
Langendorf Bread
Pepsi Cola
Quaker Oats
Regal Pale Beer
Thrifty Drug Stores
Wrigley's Cum
Cold's Furniture
Carnation Milk
You Can Capture
this Market
Only by Using
SPANISH RADIO
$8,000 worth of market
information is available.
49th and
Madison
Agency return to show control
\ "iir recent article, "The agency re-
turn to program control." points up an
interesting fact that may give a due to
the ultimate result such a trend may
produce.
Agencies — and BBDO has found the
experience a rewarding one in recent
month- with regard to some new
properties we have purchased — in
most cases can add to the creativity of
new packages 1>\ conferring with the
producer before the pilot film has been
made.
Thus if the old sa\ ing that "Two
heads are better than one" has any
validity, the agency's new role in t\
programing — that of a co-producer
rather than the sole producer of past
years — ought to aid in the stability of
new properties and cut down on their
mortality rate. For if the agency has
been able to include sponsor objectives
in a new7 program while such a show is
-till in the drawing board stage, every-
one can benefit from the arrangement:
the sponsor, who is more apt to stick
to a package that has been tailored
especially for him; the producer, who
i- less likel) to see a cancellation after
the first 13 weeks: and the agency,
which will have the opportunity to
work more effectivel) with both spon-
sor and producer.
In a few isolated cases it is possible
that this new relationship could cause
some abuses in the quality of program-
ing. However, it is to the benefit of
e\ci \ one collect mil to I r\ and produce
the best possible programing. Although
the agenc) ma) crow a little more
loudl) about the success ol the show it
has ' o-produced, it cannot, on the
other band, escape from an unsuccess-
ful -how Nameless.
W illiam I . Brown, 1 1, asst. head of
1 1 programing, BBDO, New York
Caught in the act
I dislike anonyi is letters as much as
the next uu\. but since this one reflects
an observation, and a gentle our.
rathei than opinion, I send il along
il\ foi u li.it ii i- worth.
Ili< pi< ture on page 29 ol youi 27
October issue I. . . and congratula-
tions on the weekly appearance) pro-
vides the observant reader with the
best reason for not posing "executive-
at-work"-type pictures. C&W?s Ed
Mahoney is wise in wanting no part
of production. Matter of fact, if he
wants to be truly sage, hell stop mak-
ing film package choices, too.
The film strip he's so intently study-
ing is plain 'ol ACADEMY LEADER!
Name withheld on request
"Voice of California Agriculture"
Enjoyed your section on farm radio
in the 15 October issue.
Note that your list of stations carry-
ing farm radio programs is based on
stations replying to your question-
naire. Sorr) we did not get one as
we program a 15-minute daily farm
program on nine California stations.
Our "Voice of California Agriculture"
is heard by more farm people in
California than an\ other farm pro-
gram. The lineup of stations carrying
this 15-minute dailv feature arc: KFI
Los Angeles, KGO San Francisco,
kFBK Sarcramenlo. KMJ Fresno.
KGDM Stockton. KMOD Modesto,
KERN Bakersfield, K\() El Centro,
and KHUB Watsonville. The program
is fed down leased lines with KGO
acting as originating station.
Bill Adam-, veteran farm radio
director and radio director for the
California Farm Bureau Federation,
voices and produces the program.
Milton L Levy, manage}
California Farm Network
Reactions to weekly SPONSOR
Things have been tei i ificall) he< I ii
here and ol com se I ha\ e been OUl of
the <it\ a great deal, traveling with the
President.
But I certainl) wish "Sponsor"
main, mam more years ol success.
I \mi s C. IIagerty
/'/<'w Secretary to the President
Congratulations to sponsor on its be-
i oming a weekly publication.
sl'OVsoli
1(1 NOVEMBER 1().">0
From cover to cover, \our first edi-
tion of the weekly issue was bright,
informative and well written.
We wish fi>i sponsor and ils editors
and writers and other officers and statf
members even greater success than the
publication enjoyed in its first 10
years as a bi-weekly.
Changing to a weekly issue is. we
believe, a good omen for an even
better second decade of publishing in
the radio and television field, which
you have served faithfully and well.
James S. Bealle. J ice President. 77 -
Radio Dir. Ken von & Eckhardt Inc.
I want to tell you that I spent a verj
pleasant hour on the train this morn-
ing reading your first weekly. It is
beyond a question a beautiful job.
both from the point of view of material
and format.
Robert E. Eastman, Executive Vice
President, John Blair & Co.
I finally had the opportunity last night
to sit down at home and digest your
new version of sponsor.
Previously you had a hell of a
magazine that came out twice a month.
It now comes out four times a month
and it's still a hell of a magazine. Just
how you are going to keep pace with
such an ambitious format weekly
defies m\ thinking, but I assume
everybody on the staff wills to die with
dear old Rutgers.
Steve Davis
Young and Rubicam, New ) ork
Warmest congratulations on your 10th
anniversary, and on the new SPONSOR
format. We here at Jepco, Chicago
wish you many more years success,
and all our best wishes.
James D. Bowden, John E.
Pearson Co., Chicago
Congratulations to sponsor on its tenth
anniversary. And a "sustained bravo"
for the new weeklv. It is most
readable.
Eleanore P. Hurley, Director,
Press Information, WQXR
Twenty years of college broadcasting
This entire year (specifically 17 No-
vember) WBRU, the student radio
station at Brown University, will be
celebrating its twentieth anniversary-
oldest college station in the country.
E. David Rosen, general manager
The Ivy Network
sponsor
10 NOVEMBER 19.10
ONE WILL DO/
One station — WBNS Radio — drops sweet-
spending Columbus and Central Ohio right
in your lap. WBNS delivers the most listeners
. . . twice as many as the next biggest station.
The most and also the best. With 20 top Pulse-
rated shows, WBNS puts push behind your
sales program. To sell Central Ohio . . . buy
WBNS Radio.
CBS FOR CENTRAL OHIO
Ask John Blair
The number one Pulse station
covering 1,573,820 people with
2 Billion Dollars to spend.
IViffl
tHBFac
radio
COLUMBUS, OHIO
23
10 New Orleans radio stations
look up to WTIX
( They have to. WTIX leads
them all, by a big margin,
in all-day share-of -audience)
A ig New Orleans' 11 radio stations, WTIX
has been a commanding first for some time now,
and with each passing da\ mows upward and
onward. Of 220 weekly quarter hours, 170 (new
high) belong to WTIX. which also has 40 2nd
place quarters, 10 thirds . . . and not a
single one lower !
Another look at new data shows WTIX with
double the audience of the nearesl network
competitor! 'Xuff said. It's Storz Stations news.
music, ideas at work. I * 1 1 1 Adam Young to work or
look up WTIX Genera] Manager, Fred Berthelson.
-iJtkrrtM)
10JX
New Orleans 16, La.
Today's Radio for Today's Selling
President:
TODD STORZ
WDCY WHB
WQAM
Kansas City
Miami
Represented by John Blair & Co.
KOWH
Omaha
WTIX
New Orleans
Represented by Adam Young Inc.
sponsor • in \o\K\inF.n l°5u
SPONSOR
IO NOVEMBER 1956
Television
SI. 025 million
Miscellaneous
$1,841 million
SOURCE: U. S. Advertising Investments. 1955.
Printers' Ink. McCann-Erickson
Newspapers
$3,079 million
Business Papers
Direct Mail $446 million
$1,299 million
HOW CLOSE ARE WE TO
SCIENTIFIC MEDIA SELECTION?
Closer than we were, say, two years ago but not much. However, there's
more of a we-can-do-it atmosphere with ARF firmly assuming leadership mantle
By Alfred J. Jaffe
I he question of how (or whether) media can be
scientifically compared has been a burning con-
troversy for years.
There is little wonder. The problem of picking
the right medium or combination of media can
make a tremendous difference in sales, the payoff
factor in advertising.
But on top of this, the possibilities of scientific
media selection have become enmeshed in a welter
of crude and shrewd techniques, emotion-laden
arguments, heavy barrages of media promotion,
complicated statistics which only a few can under-
stand, the rule of habit and tradition among old
timers vs. the bold, confident attitude of younger
advertising research technicians, the vested interests
of buyers and sellers and many other complicating
factors.
\\ hat's come out of this hodge-podge of fact and
fancy? Has am progress been made? Is objec-
tive media evaluation just the dream of ivory tower
statisticians? Or can valid measurements be de-
vised which will take some of the judgment out of
media selection and get the maximum mileage out
of each media dollar?
In its 28 June 1954 issue, sponsor summed up
the results of what is believed to be the biggest
editorial project undertaken by a trailepaper —
sponsor's two-year "All-Media Evaluation Study."
The first conclusion was:
"Media evaluation is serioush underrated by
both advertisers and agencies. Not onlj arc testing
techniques primitive but few systematically check
on one medium against another as to result-. Rea-
son iiheii : it'- too hard."
Two wars is a short time to measure real prog-
ress in a field as complicated a- media selection.
SPONSOR
lo \<>\ i:\im.n 1 ')">(>
25
These are the dominant trends in media evaluation today
Advertising Research Foundation's Ul-Media
Vudience Committee i- working on long-range
projecl to find uniform definition ol audience
for all media, is well on its «,n to proposing
a magazine audience definition for approval
Television Bureau of Advertising will soon
unveil national stud) ol t\ vs. newspapers, had
previousl) released tlii- year similar stud} in
Chicago. TvB feels it- two-media comparison
provides truK comparable data for client use
With refinement of market research tech-
niques, technicians are growing confident that
difficult chore ol measuring impressions ad
media leave in consumer - mind can be licked.
though it will take time to develop techniques
Use of audience size to compare media i-
still important measure hut growth of know-
how i- leading to more sophisticated use of
such data. "Numbers" are among few hard facts
available for most inter-media comparisons
Difficulties of trul) scientific media compari-
sons are one reason much media evaluation
todaj is to study each medium individually.
However, this kind of Stud) will be helpful
for later efforts in inter-media comparisons
Cathering of material correlating media usage
h\ consumers with product usage is more evi-
dent. Some agencies gather much of this ma-
terial themselves on an inter-media basis while
the media themselves also suppl) much data
.. ^..L^illllllDlliillllilllllillllM
Though comparing media by sales results is
considered ideal method, difficulties encountered
led most researchers to try other ways
And it is not eas) to sum up attitudes
in ,i field where opinions arc so di-
verse and where the experts qualif)
each phrase and split hair- to a fare-
thee-well.
However, a sponsor surve) of agen-
cies, advertisers and market research
firms did find more ol the "it-can-be-
done altitude in 1956 than was >-\ i-
dent in the 1952-54 period during
which the Mi-Media Evaluation Stud)
was researched and published.
Briefly, here's what SPONSOR found
on in media evaluation :
• I he Vdverl ising Research I oun-
d. Hi. .ii has been the leader in cutting
inn paths through the undei bi ush of
media < ompai ison. \\ hile not under-
■ difficulties, the VRF has
I'on-iUc foi keeping interesl
dilation with its All-
' mmiltee and re-
the heels of the
ii Printed
Methods stud) .
Pulsi audience
Muflii pro> ide
l • ■ promo-
tion outfit has alread) released a study
made in Chicago and will soon make
public a similar stud) hut done on a
national scale.
• Evidence ol the hold confidence
of research technicians is the growing
interest in finding out what impression
is left in the consumers mind b) vari-
ous media rather than just counting
how man) numbers of people are sup-
posed!) exposed to an ad message.
• I he interesl in "numbers" i audi-
ence size) i- not diminishing hut agen-
cies are more sophisticated about using
them. I he general altitude among
experts i- that there is nothing danger-
ous about compai ing numbei - reached
b) various media il this is tempered
b) judgment. Moreover, the experts
are onlj too well aware thai audience
size i- one of the few . hard facts the)
have to work with.
• During the past tw.. years then
has been no real pi ogress in coming up
w ith a broadl) -accepted te< hnique for
valid inter-media comparison. But a
lot ..I work has been done in probing
deepei into the effei ts ol ea< h medium
h\ itself. \\ hile depth probes do not
seek to find a basis for inter-media
comparison, main researchers feel the
knowledge gained will he useful I even
necessan I when the giant step for-
ward of designing an inter-media com-
parison is taken. The agency-operated
polls and panels I such as those of
Y&R and J. Walter Thompson I are
ke\ sources of data in this media prob-
ing.
The bugaboo of inter-media anal) sis
is comparability, of course. If tv and
magazine audiences or cost-per-1,000
are being compared, for example, is a
household tuned to a t\ -how com-
parable to a person who "nolo" an
ad? Indeed, is a famil) tuned to a
t\ show comparable to a famil) tuned
to a radio program'.'' In short, can a
uniform and workable definition of
audiences to various media he de-
veloped?
The Mil led- it can. Ii i> cur-
rent!) working on the problem through
its Vudience Concept Committee un-
der the chairmanship of Maxwell I le,
senioi v.p. in charge ol marketing
services at Kenyon and Eckhardt. This
i- one of two subcommittees ol \l!l -
Ul-Media Vudience Committee undei
Dr. Lyndon Brown, v.p. ami directoi
..I media, merchandising and research
at Dancer-Fitzgerald-Sample. The other
subcommittee, headed by Roger Hum-
phries of P&G, is preparing a design
MMINSOH
In \o\ i \iiii i; 1956
for a hroad scale magazine audience
stud\ .
The Humphries group lias alread)
completed it> work and will soon pre-
sent its recommendation for action to
the parent committee. The I Le com-
mittee is a long range affair. Regard-
ing tliis long-range aspect, Dr. Brown
told SPONSOR: "You'll have to take
m\ word for it that members of this
committee arc full) aware id' the dan-
ger of degenerating into a debating
societs and have already come up with
some \er\ constructive thinking with
respect to the broad problems.
Those working on this problem are
not underestimating its difficulties. But
the demand for comparative audience
data and the confusion a- to what con-
stitutes the definition id an audience,
I )i . Hi ov n made clear, make- it essen-
tial that a "long wat ol attrition he
directed toward achieving the ultimate
goal. I lie Mil is not impressed with
the cliche about the impossibility of
comparing apples and oranges. Now
(hat the Printed Advertising Rating
Methods (PARM) is under its belt,
the ARF is cam ing it a step forward.
At the ANA convention on 23 October,
PARM Chairman Sherwood Dodge.
v.p. and general manager of Foote,
Cone & Belding, New York, told ad-
vertisers that, while the Starch recog-
nition method and the Gallup-Rohinson
aidi'd recall method ■■perform as the\
5aj the) do," the) arc nol "g 1
enough to he ol maximum help to ad-
vertisei s."
Dodge uineiled a new de\ ice. devel-
oped b) FC&B, which the ARF feels
has the advantages but the nol disad-
vantages of the Starch and Callup-
Robinson methods. The de\ ice i-
called a "Communiscope" and is noth-
ing more than a portable projei toi
\\ ith a liming de\ ice. Il i- used w ith
a lape recorder to get playback infor-
mation from respondents. \\ ith it an
ad can be flashed on the screen for a
pre-set length of time. \t this point
i tin- de\ice is still in the experimental
stage) the most satisfactor) length of
i Please turn to page 74)
'COMMUNISCOPE': Developed bj Foote, Cone & Belding, device
shown below i> being experimented with by ARF as outgrowth of
Printed \dvertising Rating Methods study. PARM group found
deficiencies in Starch, Gallup-Robinson methods which, it feels, maj
be remedied by 'Communiscope.' Device is portable projectoi which
flashes ad for predetermined length of time. Respondent, right,
determines when ad is Bashed. Interviewer, rear, has tape re-
corder for 'playback.' Use of device for t\ i- being investigated
What 400 viewers reported to Trendex
Question 1 (asked of all respondents)
"in ilir television programs you watch regularl) do urn think
an tell the difference between those that are network orig-
inated and those that are originated From local stations?"
Answer
Of the respondents asked
Of the respondents asked
Of the respondents asked
218 answered YES
127 answered NO
55 "did not knon
Question 2 (asked o) those who answered "yes" to question 1>
■'IIh following are -nine television programs which are seen
here in our city. Would you please tell me which of them are
network programs and which arc non-network in origination?
Answer
Non-network programs
Viewer response
Highway
Patrol
Badge
714
Studio
57
Average
Classified as non-network
70
76
38
61
Classified as network
85
93
113
97
Did not know
63
49
67
60
218
218
218
218
Network programs
Private
Viewer response Secretary
Dragnet
Fireside
Theatre
Average
Classified as network 137
144
151
144
Classified as non-network 60
60
33
51
Did not know 21
14
34
23
218
218
218
218
Results:
When those who replied the) di<l n. >t know network from local
(question h are added to those w Im» thought they did, hut
didn't (question 2) 84.8$ of full sample did not know or
could nol distinguish between network and local programing.
From Question 1
Number
%
intwaring, "no'
127
31.8
ndents "don't know"
55
13.7
From Question 2
Number
O
o
• • si nr-twork
97*
24.3
■ know"
60*
15.0
Totol of 400 respondents
339
84.8
DO VI EWE
l^oes an advertiser get more prestige
w hen he chooses to sponsor a network
-how instead of a non-network show
of equivalent caliber? I ntil now the
answer to this question has heen a
matter of argument and intuition.
But a surve\ commissioned 1>\ the
Katz Agency for the fir-t time provides
part of the answer. According to the
survey I made h) (Qualitative Research.
Inc., an affiliate of Trendex). most
viewers don t know network from non-
net work programing. The conclusion
drawn by Katz: if this is the case it
follows that the advertiser has nothing
to lose by sponsoring a non-network
program rather than a network show.
Quality of network shows as com-
pared to non-network shows was not
the issue Katz was concerned with
when it launched the survey. The rep-
resentative firm simply wished to deter-
mine whether or not viewers had the
same prestige reaction to a network-
originated show that is found among
advertisers, says Sol Rosenzweig, in
charge of tv sales development at Katz.
Qualitative Research approached the
problem on two levels. First it con-
ducted a survey among 400 tv set
owners in the 15 Trendex cities who
were asked, "Of the tv programs you
watch regularly do you think you
know the difference between those that
are network-originated and those that
are non-network originated?"
A "no" or "don't know" answer
terminated the interview; U'.2 said no.
There were an additional 218 set
owners who felt the) did know the
difference. These were read a list of
ARTICLE IN BRIEF
Probably first survey to determine whether
viewers know network from local-originated
shows was conducted by Trendex for Katz
Agency. Great majority of viewers said they
didn't know difference between net and non-
net shows or failed to label shows properly
when put to test. Katz' conclusion: fact show
is on network does not give it prestige
SPONSOR
III \()\| Mill I! I'l.'.d
IOW YOUR SHOW IS NETWORK?
84% of tv viewers don't know difference between net and non-network
programing according to a recently completed Trendex survey for Katz
six tv shows seen in their city and
asked to separate the network from the
non-network programs.
Some 84.8% of the 400 viewers in-
terviewed either (1) stated at the out-
set they could not tell the difference
between net and non-net shows or (2)
could not identify network from non-
net shows when put to the test. Al-
though Katz did not point it out, the
percentage could conceivably be high-
er if it were known how many of the
correct answers were lucky guesses.
A second survey was made among
grocery and drug wholesalers to de-
termine their opinions on network vs.
non-network shows. The wholesalers
were asked, "In your opinion, should
a grocery (or drug) manufacturer buy
a network television program or would
you prefer to have him spend a pro-
portionate share of his tv advertising
budget for local television advertis-
ing?"
Some 55.3% of the total number
of wholesalers interviewed replied that
they would prefer local over network;
65.4% of the grocery wholesalers
favored local while 44.1% of drug
wholesales preferred local. Some 9.6%
of the grocery men had no opinion;
13.9% of the drug dealers stayed on
the fence.
Says the Katz report: "In short, the
Katz Agency is using the results of
this survey to support its contention
that an audience-getting program with
an effectively integrated commercial
is what does the job with no special
advantage accruing due to the fact of
its originating from a network."
According to Katz the survey is,
"the first of its kind undertaken by an
objective research organization." The
statement is backed up by researchers
at the three major networks. Without
mentioning Katz, sponsor asked net-
work researchers if they knew of any
surveys similar to that done by Quali-
tative. None of them did.
Consensus from the network re-
searchers was that most viewers don't
know what a network is. One re-
searcher, however, felt that after the
season's schedules have a chance to
settle down viewers might learn to
associate shows with the networks on
which they appear.
As far as the question to wholesalers
was concerned, one network researcher
told sponsor that "wholesalers are
lav men from our point of view." Net-
work shows have more word-of-mouth
effect, are more controversial and get
broader exposure; for these reasons
wholesalers might prefer them. How-
ever, some wholesalers might prefer
local because they might think that
local shows would have a local sales
pitch. In other words, the questions
may have been loaded through the use
of the word 'local,' network research-
ers felt.
Jack Boyle, president of Qualitative
Research, commented, there was no
question that if you listed Ed Sullivan
as one of the network programs you'd
get a much higher response of people
saying the show was network. (List of
shows which were used is in accom-
panying chart.)
Katz's Rosenzweig pointed out that
the survey was not an attempt to show
that people don't know that a spectacu-
lar or a big name personality origi-
nates over a network. It was primarily
meant to show that the network identi-
fication alone does not make any dif-
ference to the viewer. ^
DRUG AND GROCERY wholesalers like Ed Luring, (iilnian Bros., Boston, v.p.,
were asked this question by Trendex phone interviewer-: "In your opinion,
should a manufacturer buy a network tv program or would you prefer to have
him spend a proportionate share of his tv budget for local tv advertising?-'
Drug and grocery wholesalers preferred "local" tv
Advertising
preferred
Grocery wholesalers Drug wholesalers
Number % Number %
Combined
Number %
LOCAL
68
65.4%
41
44.1
109
55.3°o
NETWORK
21
20.2
33
35 5
54
27.4
BOTH
5
4.8
6
6.5
11
5.6
NO OPINION
10
9.6
13
13.9
23
11.7
TOTAL
104
100.0%
93
100.0%
197
100.0°c
SPONSOR
10 NOVEMBER 1956
29
WHY DODGE IS WILD
ABOUT WELK
His cost-per-1,000 is lowest among car shows
and dealers say he brings in customers. Sales rose 100% in one year
■ .mi re talking to New ^ <>rk, not
to the countrj !"
I hat - one nightmarish dealer reac-
tion Dodge and its agency, Granl Ad-
vertising, faced in trouble-year 1954.
Dodge was spending $4.5 million in
network tv that year, but sales were
drooping, drain- were disgruntled.
Hie product itself was being criti-
cized for old-fashioned stvling.
Then Dodge stylists went to work
ami developed a streamlined, younger-
appeal car model. In tune, with the
radical restyling, client and agenc)
played a long-shot: In Jul) 1955,
Dodge put Lawrence \\ elk and his
band on network (\ .
Ratings of his Saturda) night ABC
I \ -Imu took ever) one, including
Grant Advertising, Detroit, by sur-
prise. After a low start for the first
show in summer 1955 (7.1 Nielsen av-
erage audience), \\ elk built up ratings
in the liigll and mid-1 went ie- which
pul the show into the Top 2o from
end of summei I'iVi through Septcm-
bei L956.
"Ratings indicate the audience you
pet. the) don t show sales," I lodge
advertising director "Pete"' Moore
commented to sponsor. "But the most
significant proof of success is that our
dealers are wild about the show. We
keep hearing from them about people
coining into the showrooms and buy-
ing, 'because we saw the car on the
Wclk show'."
Dodge sales increases bear out the
dealer reaction: From 140.000 units
in 1954, Dodge climbed to 290.000
units in 1955. Of course, Dodge ex-
ecutives don't attribute the total sales
climb to The Lawrence Welk Show.
"Lasl year was a particularly strong
year in the automobile industry," says
Moore. "Also, the 1955 and 1956
Dodge were the product of complete
redesigning and retooling. But a large
share of the credit must go to Welk."
For one thing, the show has pro-
duced the lowest cost-per-1,000 com-
mercial minutes on l\ among all auto-
mobile advertisers. The latest Nielsen
eost-per-M report on last two weeks of
July and first two weeks of August
1956 show that Welk cost $1.76 per
1,000 commercial minutes and reached
9,344,000 l\ homes per average hour-
telecast during that four-week period.
"The next lowest cost-per-1,000
commercial minutes among automo-
ti\es in that same period is $2.36 while
the highest is $13.71," Moore pointed
out.
Furthermore, sales increases and
favorable dealer reaction have caused
Dodge to put another full-hour Welk
show on network tv every week. The
Monday 9:30-10:30 p.m. show on ABC
TV, Lawrence W elk's Top Tunes and
New Talent, had its debut on 8 Octo-
ber 1956. It's being cosponsored by
Dodge and Plymouth dealers. The
original Saturday 9:00-10:00 p.m.
Lawrence Welk Show, also on ABC
TV, continues under exclusive Dodge
sponsorship.
"Dodge has more hours of network
t\ than any other automobile adver-
tiser this year," Dodge account execu-
tive. Myers "Bud" Cather, told spon-
sor. "Close to $6-million of the L956
Dodge budget is in network tv this
year. More than one-third of the L957
budget will go into network tv."
The Plv mouth-Dodge cosponsorship
of the second Welk show had its ori-
YOUNG AD IDEAS r-d bj Wendell "Pete" Moore, Dodgi advertising direi
foi Mom Welk show to appeal to younger car buyers. His
old: (1) pi urners with hard-sell; (2) pi ote shov> to dealei
LOW COST coupled with «:nnd ralinj:- made
W.Ik top Bales vehicle. Dodge added a sec-
(mil show i" profit From Welk's popularity
M'II\S(I!I
10 NOVEMBER 1956
DODGE PLANS are developed by top executives in Grant's Detroit office, where 75% of time spent by 125-man -kill
is devoted to this $20-million account. Studying Dodge storyboard above are (standing, 1. to r.) Clyde Clem,
radio-tv a/e; Myers "Bud" Cather, v. p., a/e; Bob Mack, radio-tv director; (seated, 1. to r.) Jim Brown, media
director: Larry Mcintosh, executive v.p.; Fred Peck, v.p., art director; E. McCord Mulock, v. p., creative director
gins back in 1953 when Jack Minor,
now Plymouth v.p. in charge of sales,
and Pete Moore, Dodge assistant sales
manager in charge of advertising, both
worked at Grant Advertising on the
Dodge account. I For profile of Pete
Moore, see Mr. Sponsor. 27 October
1956.)
The LA Dodge dealers spotted Welk
in Santa Monica in 1953.
Said an agency radio-tv executive:
"Welk had been playing for years, but
he was a failure where the big time
was concerned. Then from 1953 until
1955 the LA Dodge dealers sponsored
him and they began piling in ratings
in the 30"s in a seven-station market.
So we began paving attention to the
show."
Dodges $4.5-million network tv
budget in 1954 was in The Danny
Thomas Show, ABC TV, alternate
Tuesdays (January 1954 through June
1956) and Break the Bank, ABC TV,
Sundays (January 1954 until June
1956). But, while both shows were
good buys on paper, with a favorable
cost -per -1,000, the Dodge dealers
weren't happy.
"We decided the ideal show for
Dodge would be a live musical or
variety show into which we could in-
ARTICLE IN BRIEF
Everything from Dodge styling to its
sales approach was under fire in 1954.
Then Dodge streamlined its product,
put Welk Show on ABC TV and sales
rose 100%. In 1956, Dodge added a
second Welk show to get younger view-
ers. Welk has lowest cost-per-1 ,000
commercial minutes among car shows
corporate live commercials," Moore
told SPONSOR.
Then Dodge ad executives suggest-
ed the Welk show for Dodge.
"Welk was anxious enough to go
(in that he agreed to a brief, six-week
trial," says Pete Moore. "But even
before the high ratings began coming
in, people from all over the country
wrote in to us praising the show."
NBC and CBS, say Dodge and Grant
executives, wouldn't have am thing to
do with the show. "The best we could
clear on either one of them was Satur-
day or Sunda) afternoon time," savs
Larry Mcintosh, Grant executive v.p.
in Detroit. ABC TV cleared the Satin -
da) 9:00 to 10:00 p.m. slot for the
show. Today the show is aired over
203 stations, the Monda) night show
over 101 stations, and they give cover-
age to over 8095 of the 3,800 dealers.
SPONSOR
10 NOVEMBER 1956
31
WHY DODGE IS WILD ABOUT WELK ,-ontinued
The Saturday night Welk sliow lias
shown "a remarkably high ratio of
converting commercial impressions
into sales." according to Pete Moore.
" \ml we're reall) just beginning to
the full impact of the show in
terms of sales since enerallj
bu) cars in two- or three-year cycles.
Some people say that i\ is more effec-
tive in selling impulse-purchas
than with high-priced considered pur-
chase products like cars, hut I don't
ee. \\ hen a product finds the prop-
el show and well-integrated commer-
cial-, then (v is one of two most suc-
!ul sales media. "
Essentially, Dodge commercials
break down into three types: live sit-
uation and hard-sell commercials star-
proving that the engine can take a
tremendous heating.
"This has been a year of particular-
ly competitive sell in the industry,"
says account executive Bud Cather.
"That's why we've gone in for a high-
er proportion of hard-sell demonstra-
tion commercials than ever before."
However, since the decision to hu\
a car is a family decision, Dodge is
careful neither to offend nor to bore
women in their technical commercials.
Musical commercials tend to stress the
streamlined styling.
The big turning point in Dodge
marketing strategy occurred in the
1955 model year. This was the year
when Dodge began styling its car for
the taste of younger people. Dodge,
:::i!l!!!;![|l!:j|l!ll!!!!l!ll!illli!!!llllllll
How Dodge converts ratings into sales
SHOW FORMAT: Welk's Saturday night show i- keyed to post-35 crowd,
traditional Dodge fans. Jlis new Monday show, cosponsored by Plymouth,
ha- format appealing to under-35 age group, with newer tunes, young talent.
COMMERCIAL APPEAL: Dodge has three different sets of commer-
< ial-. Live situation hard-sell delivered by announcer Lou Crosby are integrated
into show. Musical, entertainment commercials use shew talent fur greater prod-
uct identifii ition Film commercials demonstrate the competitive sales points.
DEALER MERCHANDISING: Foi maximum dealer support of its
l\ effort, Dodge keeps 500 field men in constant touch with dealers. Field men
tell dealers of show ratings, help them work out their local ad campaigns.
MEDIA CHOICE: Dodge and Grant Advertising keep trying to add more
to Welk's VBt Iv lineup. They bolster the net tv effort with
dio and tv advertising, which is keyed to new ear introduction.
ring Lou Crosby, announce] of the
-how; live musical commercials tea-
tui ing the entertainers on the Bhovt ;
filmed competitive sell which demon-
strates comparative advantages Dodge
has ovei other makes. Lawrence \\ elk
brief!) introduces these
commercials, hut he's nol involved in
the actual pit< h, to avoid destroying
the idealized image viewers have of the
bandleader.
two-minute film commercial,
which won the 1956 Nev. York \n
I'll' I. shows the actual
in the Dodge fat
of a foil \n-
"th> r Dl hows a man
drh that's just been
Bay, Cal.,
which began manufacturing cars in
1914, was known for its superior engi-
neering, rather than Btyling. Its ap-
peal was among the older over-35
crowd. Iml after 19 19 this limited ap-
p< al -m\ <• I lodge big headaches.
"The loyal old buyers from pre-war
days wen- dying off, and the younger
■ rowd looked foi styling," says Moore.
\u independent marketing research
proja i shows that 55.9' I of all new
cars bought in 1955 were bought in
the 22 to I11 age group. However, rela-
tive t" it- direct compel it. u - i Men ui \ .
Pontiac, Oldsmobile and the lower
pi iced Buicks > I lodge did nol gel a
I pen entage of the undei 16 age
ip until 1955. Ii was at this tunc.
thai the newer-stj led I lodgt was in-
troduced. Since then, Dodge has em-
phasized styling and color lines as
much as engineering features.
"But Nielsen studies show that the
Saturday night Welk show has a
stronger appeal in the middle-age
bracket because of his down-to-earth
Midwestern approach to music," says
Clyde Clem, Grant radio-tv account
executive. The largest percentage of
Saturday Welk viewers are in the 35-
49 age group.
"That's a major reason why we
added the Mondav night show. In it.
we're using a proved successful per-
former, but in a format designed to
appeal to people under 35. It's a va-
riety and talent show and the music in
it will be more hep and less walt/.v.''
While agency and client both ex-
pressed delight over the first two Mon-
day night shows, there may be some
question this fall over the potential
longevity of Welk's popularity. This
season, when a majority of network t\
shows have had disappointing ratings,
the Saturday night Welk show slipped
out of the top 20 according to the Oc-
tober 1956 Trendex for the first time
in over a year. So far, however, Dodge
and Dodge dealers continue to have
reason to be pleased with the ratings.
Each dealer covered by network t\
is assessed on a per-car basis. Total
Dodge spending in 1957, including
dealer co-op advertising, is estimated
at S20-million. with s()-million ear-
marked for network tv.
Dodge spot tv and radio buys, fol-
lowing the pattern of other automotive
advertisers, are confined to brief, sea-
sonal Hurries such as the current four-
week new car announcements. This
fall, beginning of the Detroil 1(>.~>7
model vear. Dodge is spending 8500.-
000 in spot radio and tv, between 24
October and 20 November. Spot sched-
ules are on 160 radio stations in 75
markets and on o2 tv stations in 15
top metropolitan markets. I See "De-
troit's media model-T," 10 and 27
October.)
Dodge is not content just to rely on
high-rated network iv programing and
good spot buying. Moore emphasizes
constant dealei promotions and aids to
stimulate ellicient advertising spending
bv the Dodge dealers on a local level.
To further dealer cooperation Dodge
and the agenev designed a Do-It-Your-
self kit which the 500 Dodge field men
can use with Dodge (balers in devel-
oping local campaigns. ^
si-oVsoH
10 NOVEMBER 1956
WHAT TIMEBUYERS WANT
FOR CHRISTMAS
Advice to broadcasters: Steer clear of gimmicks, desk bric-a-brac with
station call letters— and make sure you don't miss anyone
FTTH" i
*Uft^7r^JS35XS
r 1 1 1 1 1
*o there I was with this big, dead
bird," the girl timebuyer from Chica-
go said, "and nine blocks to walk to
the station. Naturally — it being
Christmas eve — getting a cab was im-
possible. So what could I do? You
just can't abandon a frozen gift turkey
on Wacker Drive without attracting at-
tention. Believe me, that night I did
some tall thinking about Christmas
gifts from broadcasters."
Right now is the time of year when
a lot of people in the trade are think-
ing about business gifts at Christmas
— including broadcasters. In fact,
they probably have more reason to
think about it than most.
"It was a couple of days before
Christmas," a timebuyer recalled,
"when the fellow at the desk got a
gift basket of potables. Right away I
notice the call letters, and it's from a
station I'm buying too. So I settle
back and wait for mine to arrive.
"Well, it never came. At first I
blamed the postal system, then the sta-
tion, then the rep, and even myself —
maybe I'd done something.
"Of course," he went on, "there
must have been some perfectly rea-
sonable explanation, only I didn't
know what it was. It may sound petty,
but it preyed on my mind."
When it comes to making up the
Christmas gift list, broadcasters (and
their reps, if they are called on to help
assemble the names) will do well to
check and double check.
Old timers on the Avenue admit that
in the last three or four years, the
"loot" has been dwindling. One ad-
man recalls that the December duties
of his first agency job consisted large-
ly of seeing that his boss' daily haul of
presents got from the shop to his home]
but buying the
Spirit of giving
right gift takes headwork
is from the heart,
in Westchester, and safel) deposited.
Despite the tapering-off, Christmas
is -(ill prett) exciting around the agen-
Vbout the second week "I De-
cember the gifts will start pouring in:
whiskies, wines, cordials, paperweights,
fruit cakes, perfume, ashtrays, desk
lighters, pocket lighters, cigarette boxes,
diaries, musical bottle-tops, bar sets,
travel kits, nylons, steak knives, plum
puddings, highball "lasses and cock-
tail shakers, magazine subscriptions,
letter openers, compacts, fisherman's
knives, wallet-, partj aprons and chef's
hats, pens, pencils, Waring mixers,
calendar-, and memo pad-.
Some of these will be branded with
the call letter- of the station which de-
stroys their re-gift value. There are
some timebuyers who rate this re-
v .tlin- \er\ Infill. In their circle
of friends and family, they gain con-
siderable prestige as a real Good-Time-
( harlies when \oel rolls around and
the) an- -till left with a full piggy-
bank for thai New Year's Eve night
out. The timebuyer with -i\ gift travel
clock- and nowhere to go is all set to
reciprocate when he- surprised l»\ a
friend bearing an unexpected Christ-
mas present. Bui no! it the clocks are
emblazoned with such legends as:
"i lui time i- 5 our time KXXX."
I hen there w ill be the regional type
gift- senl b) stations whose areas are
noted for some native product-: eel-
ei j from Michigan, pecans from Lou-
isiana, oranges from Florida, grape-
fruit from Texas, and cheese from
Wisconsin. (We have yel to hear of
Cadillacs from Detroit, hut wait
• In istmas i- coming I .
ughl in this tinseled deluge, how
doe- the timebuyer react to it? A spol
< heck among I uyers revealed the fol-
low ing :
Ml timebuyers like to be remem-
d h\ broadi astei - at Christn
Onl\ in the mean- of remembrance are
feelings mixed.
timebu i be) are happj
irds. \ lot of other- < onfess
be made ., • | deal happier
Hii mething i iccit-
i Christmas pack-
ite outgrows),
b) major-
lea and
things that get used up. They take up
room for awhile, but not forever.
Sometimes they even are just what a
timebuyer might buy for himself.
Liquors and wines rank high in
I lelerenee. especially standard types.
I'>\ standard types, we mean things
that average people like to drink:
scotch, bourbon, rye, gin, port, sherry,
burgundy, etc. The exotic stuff (Ara-
bian fig brand] and pumpkin cordial)
may serve as fine conversational
pieces, but they never get drunk up.
Food gifts are about neck-and-neck
with liquors, provided some care is
exercised in their selection. Victuals
generally accepted as palatable and not
too perishable are the happiest choice.
One again, the exotics (chocolate noo-
dles and jellied grasshoppers) are like-
K to linger on the shelf — a constant
reminder of a station man's goofy
taste in gifts.
The regional food gifts mentioned
earlier are generally welcome. They
only become unwelcome with over-
supply. Several crates of Florida
oranges plus umpteen bushels of pretty
red apple- from Oregon not only cre-
ates a major transportation problem
for the timebuyers, but once transport-
ed, lend to his home a sort of super-
market aura. And the task of unload-
ing several hundred oranges on his
neighbors has carried many a time-
bin er right through Twelfth Night.
Baskets of mixed fruits are popular
— within reason. But a do/en of these
setting around a livinii room can make
the timebuyer feel he either is going
to sea or convalescing.
I lor d'ouvres, snacks and cocktail
trimmings are pretty universally ap-
preciated by all except a few time-
bin ers such as Lynn Diamond, of Emil
Mogul, who claims to have accumu-
lated over the years the largest col-
lection of pearl onions and cherries in
Greater New York. Also the fork- to
spear them out of their jars. Bv and
large, however, this type of gift has
helped out many a recipient with holi-
day entertaining. Magazine subscrip-
tions, including trade papers, are con-
sidered a desirable gift.
But at the very bottom of the pref-
erence list is the gimmick gift. This is
the petit point ashtray, the rhinestone
F
ARTICLE IN BRIEF
Timebuyers like to be remembered at Christ-
mas by broadcasters. Only in the means of
remembrance are their feelings mixed. Cards
are fine, gifts are wonderful — provided these
gifts have been selected with thought. Arti-
cles of real use or items that get used up are
preferred. Engraved or stencilled call letters
do nothing for a gift; if the present is worth-
while, the donor will be well remembered
phone dialer, the chinchilla-covered
paper-clip dispenser, all wildly lettered
with station call letters. These are
destined for the lower left desk drawer
where they rattle around uselessly until
the timebuyer moves on to another
desk or housecleans his old one. Reps
who are consulted by stations on what
to give always steer their clients off
the gimmick gift.
In between the gimmick and the
potables-edibles lies the broad cate-
gor\ of hard good gifts — carving sets,
SUGGESTED GIFTS
FOR LAST-MINUTE SHOPPING
Edibles: I mil. hors-d"ouvres, cof-
fee, fanned meal- and I owl. cheese
Potables: Liquors, wines or cor-
dial-, which come in uift decanters
Gift certificates: You can't go
far wrong if you let them pick
Magazines: Subscriptions to gen-
eral interest or trade magazines
Office and home: leather goods, Charities: (iifls to the needy
ssware bul -kip the call letters sent in the name of the Timebuyer
SI'ONSOH
10 NOVEMBER 1 956-
pewter pitchers, photo albums. The
chief concern here is duplication. This
Christmas, many a timebuyer will
wind up with nine 1957 diaries, and
even a timebuyer rarely lives that full
a life. Some of these duplications will
be the result of trade-out deals involv-
ing several stations and a single prod-
uct. Last year, some girl timebuyers
were all but inundated in a single
brand of perfume. Another Christmas
it was cigarette lighters. "So you get
12 lighters," a timebuyer said, "and
only smoke one cigarette at a time."
The lighter problem was further com-
plicated by the call letters which had
been stenciled on them, destroying the
previously mentioned re-gift value.
But then an enterprising girl time-
buyer discovered that nail-polish re-
mover would erase the call letters, and
once the word got out, the lighters
gradually got spread around to the
ligbterless. Word also got around to
the donors, and the following year,
those who gave lighters made certain
their call letters were deeply-etched
and nail-polish-proof.
Gift certificates were mentioned by
several timebuyers as desirable, espe-
cially if issued on merchandise with
general appeal.
Some timebuyers, however, take a
dim view of all Christmas giving. Not
that they don't wish to be remembered
by broadcasters. They do. But they
would like to see the gift money go to
charity. One of these is Evelyn Jones,
Donahue & Coe.
"I've been plumping for this for
years," she says. "These gifts from sta-
tions represent an awful lot of local
money. What would make me happier
than any personal gift would be to re-
ceive a card from some station that
reads: 'In the name of all timebuvers,
we have donated $2,000 to our local
hospital for crippled children.' ''
In the matter of where gifts are sent
— to the agency or the home, most
timebuyers would prefer to get them at
home, with the exception of a very few
who said they had small mailboxes.
Whether he gets them at home or at
the agency is immaterial to Jerry
Sachs, of Doyle Dane Bernbach. His
wants are simple. When asked by
SPONSOR what he'd like for Christmas,
he came back with :
"A candle to make the whole ball of
wax, a marked deck for wheeling and
dealing, a knife for paring the cost-
per-1,000, and a rubber ball for when
client says, 'Let's toss it around.' " ^
SPONSOR
10 NOVEMBER 1956
NTA WEB'S GOAL: TO DOUBLE
PROGRAMING BY YEAR'S END
Added 20th Century-Fox features make
expansion possible. Full-scale net is plan
Last week, National Telefilm Associates, Inc. announced ar-
rangements with 20th Century-Fox that provide for exclusive
tv rights to 390 of the studio's pre-1948 feature films over a
five year period at a cost of about $30 million. At the same
time, 20th bought a 50% stock interest in the NTA film network
where most of their product will be shown.
How did Ely A. Landau, young NTA president, swing the
deal?
It began as a chase that lasted four months, covered two
continents and criss-crossed the Atlantic. New York to Holly-
wood, Paris, Rome, London — it might have been out of a
Hitchcock thriller. Busy, globe-trotting Spyros Skouras, head
of 20th, is a hard man to
keep up with. But Ely A.
Landau, NTA president, is a
harder man to shake off — if
he wants something badly
enough.
NTA network now pro-
grams one-and-one-half hours
weekly through its 110 afiili-
ates. "Now that we know
where the product's coming
from," Landau says, "we
should double programing
time by the first of the year."
In fact. Landau looks ahead
to a time when they'll program on the same scale as the net-
works.
The first step will be selling full sponsorships. The pitch
will be: stockpile of product, area exclusivity, and absolute
clearances on affiliates. Affiliates will share on approximately
a 40-60% basis, and reps will collect commissions. The sales
organization numbers about a dozen men working out of three
offices: New York, Chicago and Los Angeles.
The NTA-20th arrangement calls for five 78-picture pack-
ages to be released at rate of one a year. (See Sponsor-Scope
this issue.)
NTA acquired immediate rights to two package> which will
gradually be distributed. Meanwhile 20th is throwing its
weight behind NTA and by March 1957 will begin producing
initial episodes of four new half-hour series for tv syndication.
Complex deals like this are Landau's life. Ten years ago,
at age 26, he backed into tv as New York distributor for a
Texas snack called Pepcorn Chips. Pepcorns failed to hold up
in the northern climate, so Landau, who had sold them through
spot tv, got into the agency business. After a stint as tv
director at Emil Mogul, he formed his own film company in
1951, parlayed it into a &14 million corporation. ^
35
NTA President Ely Landau
^*
^
^
«$
a#v
%
%
WHAT TV DID FOR
%*»*
IKE
2ifc
It didn't win election for him, but admen feel it
brought out larger vote, helped inform more people of key issues
Did television help keep President Eisenhower in the White House? Did the
weight of the Republican budget coupled with shrewd media strategy work
against Governor Stevenson? As the campaign ended admen surveyed by
sponsor tended to underplay the importance of television alone in swaying the
vote. Tv helped turn out voters, but did not affect their choice, they felt. In
the report below, admen conclude optimum use of tv in politics is yet to come
W
is tv a determining factor in
electing the President?
In the 1952 Presidential election,
when the air media first became a cam-
paign issue, the Democrats maintained
that air advertising techniques were
used to "sell" the President to the vot-
ers. But, in the 1956 Presidential cam-
paign many of the tv techniques criti-
< i/nl in L952 were used by Democrats
as well ;i- Republicans.
Now thai the pre-election tensions
have subsided, admen can review the
campaigns in an attempt to determine
|ii»i how important l\ and radio were
in sw.-mn;.' the vole. Reaction- In po-
al use of the air media are mixed,
tnd admen intei v iewed bj sponsor <>n
1 ion eve tended to discount ah ad-
by Evelyn Konrad
vertising as a primary force in sway-
ing the vote. However, they say that
television and radio, as media for cov-
ering the headline news in the Middle
East, had immeasurable influence upon
election results.
These are major conclusions about
the use of tv and radio in the 1956
Presidential election among the adver-
tising fraternity :
• The heavy use of air media by
both parlies tended to bring out a big-
ger vote than issues between the op-
posing candidates would have other-
wise. The impact of l\ in 1956 was
greater than in 1952, particularly since
there are so many more sets this year.
• The five-minute tv speech is an
importanl addition to the strategy of
campaigning. It's effective for expos-
ing one issue concisely without boring
viewers.
• The effect of advertising agency
influence has been exaggerated, since
tv-sophisticated voters are ahle to dis-
tinguish between staged films and
forthright speeches. There may have
been some viewer resentment to artifi-
cial staging techniques.
• Techniques like the minute spot
saturations used by the Republicans in
1952 were equally effective in 1956 in
localizing issues and getting frequent
impressions across to potential voters
shortly before Election Day. (The
Democratic National Committee had
planned a similar spot campaign, hut
could not place it in the week before
36
SPONSOR
10 NOVEMBER 1956
Election l)a\ because of a lack of
funds, i
• The three-network 1 I :00 p.m. to
midnighl buj on Election Eve of the
Republicans, while too late to persuade
on the basis of issues, probably had a
powerful last-minute impact upon the
voters. Politicos have always said thai
n<> part) can afford to stop bell-ringing
till the election's over. It stands to rea-
son, therefore, sa) tv-wise admen, thai
having the lasl word on tv in such a
major elTort gave the Republicans a
big advantage.
The Democrats wound up with a 45
minute program i !<• to 10:45) on
only one network. ( !BS.
In comparison with the 1952 Presi-
dential campaign, the use of air media
in 19.~)0 was shrewder, slicker, accord-
ing to the major it) of admen inter-
viewed by SPONSOR. Some of the tech-
ARTICLE IN BRIEF
Admen feel tv's role in shaping the election
w.is less than expected. Viewers aren't influ-
enced by stagey canned films, they say; pre-
fer to be told issues straightforward. Smaller
air budget worked against Democrats in op-
portunity to present views, says majority.
Major mistake: Democrats didn't have finan-
cial flexibility to explore the Mideast crisis
niipies developed in this campaign will
become increasingl) popular; others
will tend to be discarded when all the
studies of voter reaction are in.
Here's a step-by-step analysis of
both parties air advertising strategy:
1. Could a different approach on li
have changed the election outcome?
1 ntil the last week of campaigning,
even the agencies for the two political
parties concentrated on the margin,
n- I the majorit) of the voters, \b.-t
ol the experts invoked in developing
the campaigns lelt persuaded thai the
outcome ol the campaign, w hile tough
to ou<*--. would be determined one
week prior to Election I )aj .
''The part) thai- in office has the
easier job, since it need only rational-
ize well-known events," said one NC&K
executive. "I he incumbent part) mil t
criticize, theorize and make itself
known. I here's a certain amount of
inertia to be foughl too. Bui we be-
gan presenting i"iic~ on the air in
mid-September, and b) the rwA of Oc-
tober, the candidates and issues had
I een presented a- often as the budget
permitted. Nothing more could be
done."
Today, after the fact, and with the
benefit of hindsight, a number of ad-
men disagree that nothing more could
have been done in the week prior to
THE HOME-STRETC
H RATING BATTLE*
HALF-HOUR TALKS
FIVE-MINUTE TALKS
Eisenhower
WRCA-TV
9.6
Eisenhower
WRCA-TV
ii
17.5
Friday
October 12
9:00-9:30
Treasure Hunt
WABC-TV
9.2
aftei Pri duci i
Lilly Palmer
WABD
1.9
Monday
Bishop Sheen
WABC-TV
5 5
Yachting
WATV
1.8
October 15
Racket Squad
WABD
2.8
Crusader
WCBS-TV
25.3
9:25-9:30
Front Page Detective
WATV
1.3
p.m.
Hour of Danger
WOR-TV
4.1
p.m.
1 Love Lucy
WCBS-TV
35.0
Bowling
WPIX
2.7
Hour of Danger
Fabian of Scotland Yard
WOR-TV
WPIX
2.3
1.8
18.8
Stevenson
WABC-TV
4.3
Chester Bowles
WRCA-TV
Monday
Boxing
WABD
4.1
iftei Rol ■ • i Uontgt
, Present*
October 15
All-Star Theater
WATV
4.4
Monday
Top Tunes
WABC-TV
9.5
10:30-1 1:00
Studio One
WCBS-TV
18.8
October 15
Boxing
WABD
3.8
p.m.
Million Dollar Movie
WOR-TV
6.6
10:25-10:30
All-Star Movie
WATV
3.8
Susie
WPIX
2.3
p.m.
Studio One
Mililon Dollar Movie
Charles Boyer
WCBS-TV
WOR-TV
WPIX
17.3
6.5
2.0
Dewey
WABC-TV
4.1
Wilson
WRCA-TV
25.0
Tuesday
October 16
8:30-9:00
Bowling Time
WABD
1.8
1 ■ ' i mm t
r U 1 !■■ :•■
All-Star Theater
WATV
4.4
Tuesday
Playhouse 15
WABC-TV
1.5
The Brothers
WCBS-TV
20.8
October 16
The Hunter
WABD
1.5
Million Dollar Movie
WOR-TV
6.8
10:25-10:30
All-Star Movie
WATV
2.5
p.m.
Game of the Week
WPIX
1.3
p.m.
$64 000 Question
WCBS-TV
26.5
Project Twenty
WRCA-TV
19.9
Million Dollar Movie
Double Feature
WOR-TV
WPIX
3.5
.8
25.0
Kefauver
WABC-TV
2.6
Democratic
WRCA-TV
Tuesday
October 16
9:00-9:30
p.m.
Bowling Time
WABD
1.4
B/( / ,
ter)
Republican Nt'l Committee
Herb Shriner
Hour of Danger
Double Feature
WATV
WCBS-TV
WOR-TV
WPIX
.9
13.4
3.3
2.2
Wednesday
October 17
9:55-10:00
Republican
(aftei I
Ford Theater
Transport Workers
WCBS-TV
S
WABC-TV
WABD
19.8
7.0
.8
Jane Wyman
WRCA-TV
30.4
p.m.
Songs of Yesteryear
Hour of Danger
WATV
WOR-TV
1.5
1.8
Highway Patrol
WPIX
4.3
Nixon
WCBS-TV
11.2
Eisenhower-Mitchell
WABC-TV
7.8
Ozzie & Harriet
WABC-TV
9.8
afti
Wednesday
Beulah
WABD
2.2
Wednesday
Ricky Tic ky
WABD
1.3
October 17
Westinghouse on the Town,
WATV
1.3
October 17
All-Star Movie
WATV
2.8
9:00-9:30
Sports
1.0
10:55-11:00
20th Century
WCBS-TV
19.0
p.m.
Hour of Danger
WOR-TV
2.2
p.m.
Million Dollar Movie
WOR-TV
4.0
Dr. Christian
WPIX
3.6
Ellery Queen
WPIX
3.0
Kraft Theater
WRCA-TV
28.3
Twenty-One
WRCA-TV
11.0
Tele-Pulse rati
ngs tor New York as campaign rea
ch mid-October
height.
^
*
the Election. Mistakes were made in
the air advertising strategv the Demo-
crats used, according to admen who've
been active in planning tv for politics.
I hese are the mistakes the) point to
and the tips the) offer for future use
of tv in politics:
• The Democratic plans were not
sufficientl) flexible. They had not al-
lowed an emergenc) budget to finance
the presenting of new issues that
emerged during the campaign, notabl)
the Middle Eastern conflict.
• Political campaign media strategy
cannot be planned like product strat-
egy. A product stays substantially the
same between the time its handed to
the agency for commercial shooting
and the time it noes on the air. In to-
da\ s fast-moving political scene, this
is not true. Therefore, filmed speeches
can never ring as true and apropos of
a particular situation hecause of the
time that passes between filming and
airing.
2. Five-minute telecasts: This con-
cept was developed for the Democrats
l>\ Norman. Craig \ Kummel media
v. p. Reggie Schuehel and was used ex-
tensively by both parties. The Demo-
It Is Thaeksgivieg
Once again, the people of Kansas gather together
i" give thanks for their many blessings. Once again,
the labor and faith of our farm families have been
rewarded far beyond all expectations.
We at \\ I BW enjoy a double share of (his Thanks
giving spirit. First, as farmers ourselves; and second
as a long established friend and welcome daily visitor
into the homes of these farm families.
We are human enough to derive our greatesl pleas
ure from this enviable listener relationship and pledge
ourselves to its continuance.
Gen. Mgr., WIBW and WtBW-TV, Topeka
KCKN, Kansas City
crats placed 11 five-minute films on
prime network evening time and 31 in
daytime network shows. The Republi-
cans used fewer five-minute shows hut
more half-hours than the Democrat-.
The principal difference in the strat-
egy was the fact that the Democrat-
went on the air in mid-September,
about three weeks before the Republi-
cans did. While the earlv start gave
them a chance to dominate the net-
works in the beginning of the cam-
paign, their announcements tended to
be outweighed and overshadowed In a
more concentrated Republican effort
during the crucial lasl tw<> or three
weeks of the campaign.
"Actually, the five-minute telecasts
were a good media decision, hut a had
emotional choice." comments Ruth-
rauff & Ryan tv and radio head.
George Wolf. "No one can be per-
suaded effect i\ eh in five minutes and
cutting off a viewer's favorite program
may have caused considerable resent-
ment. 1 think that people who had it
made up their minds were willing to
listen to a half-hour speech."
While a number of admen agreed
that the five-minute taiis on lop-rated
shows caused viewer resentment, the
majority of them feel that these tele-
casts made it possible for the parties
to reach more voters with an explana-
tion of the issues. \nd the new rate
plan Reggie Schuehel sold to the net-
works l which reduced the rate of five
minutes from 30% of the hourlv rate
hi one-sixth of the hourlv I, made it
possible for the Democrats to achieve
far greater frequency impact on a lim-
ited budget than thev had in the 1().~>2
Presidential campaign.
"The five-minute segment is most
suitable for presenting one issue with-
out boring viewers," says Y&R tv-radio
v.p. Rod Erickson. "It gave the parties
a chance at more frequent exposure."
The ratings of these five-minute seg-
ment- i see Tele-Pulse chart for New
York on pane 37) indicate that the
use of these telecasts was a success.
None of the half-hour political talk-.
ihioujih mid-October at least, achieved
latings that even came close to the
popularit) of the programs thev had
displaced. The five-minute telecasts,
on the other hand, tended to inherit
MKi-i id the viewer- from the preced-
ing program.
3. Tv showmanship'. Staging and
searching for dramatic effect in the
telecasts ma) have boomeranged, most
admen agree, b) appearing phoney.
38
SPO.NSUK
10 NOVEMBER 1956
i-I think people prefer live to canned
political telecasts," says Texas Co.
advertising director. Don Stewart.
'"People have seen enoujdi television
b) now to differentiate between the
spontaneous and the staged and on the
part of political candidates, particu-
larly, the) tend to resent anything
phon\ or staged. \ number of people
told me. for instance, that some things
in Governor Stevenson's 'over the
fence" talks struck them as corny."
Sensitivity to the "staged and phony
effects," said a majority of admen,
hinges largely on the viewer's political
predisposition.
"Some of the telecasts were obvi-
ously staged," says Rod Erickson.
"But that was the fault of the produc-
tion. Still, people probabl) rational-
ized it and didn't blame their favorite
candidate for excessive showmanship.
Nonetheless, most admen agree that
there'll be a return to straightforward
presentations without production
sugar-coating in future political cam-
paigns.
"The more impressions made, the
better the job of selling in the case of
political concepts as well as in product
merchandising," says Lehn & Fink ad-
vertising head, Emanuel Goren. "But
people react best to simple presenta-
tions, rather than staged conferences.
The) tend to resent attempts to dupe
them. For instance, many people I
spoke to casually said the questions in
the 'press conference with Ike were
obvious plants.' That t\pe of tv pres-
entation may alienate the very voters,
the independents, to whom both par-
ties try to appeal most."
4. Half-hour speeches: The Demo-
crats had originally scheduled 11 half-
hour telecasts and 14 half-hour radio
speeches. The Mid-East crisis, which
caused President Eisenhower to ad-
dress the nation on television, gave
Governor Stevenson an additional
quarter-hour when he sought "equal
time."
The Republicans had more than
twice as many half-hour telecasts as
the Democrats, not counting the three-
network hour buy on 5 November.
Both parties used some simulcasts, but
only the Democrats bought half-hours
on radio as such, with their three
MBS broadcasts.
In their appearance in October be-
fore the Gore Senate Investigating
Committee, the Democrats reported a
$1.3 million budget placed through
NC&K, and apportioned predominant-
l\ to 1\ and radio for time, preemption
and production costs. The Republi-
cans reported a budget some 20%
higher than that of the Democrats,
placed through BBDO. plus additional
Eunds spent b) Citizens for Eisenhower
i through Y&R).
Network time costs alone, between 1
September and 6 November, including
production and preemption costs,
shaped up like this: $1, 189,660 for the
Republicans through BBDO and s<><)(>..
H2(> for the Democrats through NC&K.
Feelings about tin1 half-hour tele-
casts are mixed. "Man) people will al-
ways watch <ud\ a part of a half-houi
political telecast." -aid one ad mana-
ger, ""id even partial viewing is more
effective than relying onl) on shorter
segments.
o. Tv and or radio : Compared with
the IT)2 Presidential campaign, net-
work tv was used far more extensi\el\
than network radio by both parties,
hut l>\ the Republican- particularly.
1 hie admen'- opinion di\ ides sharplv .
Some feel that a straightforward ex-
i Please turn to pat^e VI )
^jp Uwmambip with that
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Lei NBC Spot Sales give you all the facts!
^Metropolitan ARB, March, 1V?6
*ARB Louisville, Feb., 1956
SPONSOR
111 \o\i\iisii; l').,),
39
FLASH TO RADIO STATIONS FROM RCA THESAURUS! TV's HOT
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TV & ELECTIONS
i Continued from page 39 '
planation of the issues over radio is
the most effective method of mass
persuasion.
"FDR -tailed it with a Fireside
Chats," says the radio-tv director of
one agency, "And no amount of ges-
turing or production on t\ could have
improved on the effectiveness of those
talks. Governor Stevenson would have
been far better oil to use more radio,
with the kind of budget the Democrats
had. and reach more people more fre-
tlv .""
Says George Wolf, "1 ou can make a
bigger emotional appeal politically in
radio than on tv, because there's more
left to the imagination. I think the
Democrats made a mistake in not
using more radio. Their point of view
could have been sold as well on radio
as on tv, and the present low cost of
radio might have made up for the dis-
crepancy in the Democratic and Re-
publican budgets."
The Republicans did use spot radio
extensive!) during the last two weeks
prior to the election. Starting 22 Oc-
tober and running through 5 Novem-
ber, five-minute announcements were
being heard in 110 Eastern and Mid-
western markets, aimed specifically at
foreign-language groups.
Said a representative of Pan-Ameri-
can Broadcasting Co., station repre-
sentatives and producers of these five-
minute broadcasts for the Republican
National Committee: "This was the
first time radio was used in a Presi-
dential election to reach foreign-Ian-
Philadelphia
QUESTION
ANSWER .
What Radio Station offers Outstanding
Personalities that Sell as well as Entertain.
WIBG personalities like Doug Arthur, Fred
Knight, Joe Niagra, Tom Donahue, Bob
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as ENTERTAIN.
QUESTION
ANSWER .
What Radio Station offers its Advertisers
EXTRA BONUS features to advertise their
product.
WIBG, Phila. includes at NO EXTRA COST,
BILLBOARDS, TRANSIT CARDS, DIRECT MAIL
and Trade Paper Advertising.
QUESTION
ANSWER .
What INDEPENDENT programs MUSIC &
NEWS and has the TOP POWER.
WIBG'S POWER is 10,000 WATTS; MORE
than TWICE the power of the next largest
independent.
Pennsylvania's most powerful independent!
WIBG
10,000 WATTS
SUBURBAN STATION BIDG PHILA. 3. PA . Rl 6 2300
NAT'l REP.. RADIO-TV Representatives
guage groups. With this campaign,
the Republicans went after some five
million people who could make a de-
cisive difference in certain big-cit\
markets."
\\ ith a SPONSOR-estimated SI 00.000
budget, the Republicans had put a
minimum of two five-minute announce-
ments weekl) per language on the ap-
propriate stations. Programs were
broadcast in Polish. Italian. I kranian.
Hungarian. German, Greek, Slovak,
Czech. Lithuanian.
When interviewed during Klection
week. Gene Kummel of NC&K told
sponsor ruefully: "Sure, that's a great
idea, and we'd have loved to do it.
Bui the Democrats just didn't have
an) monej left."
Of course, both spot radio and spot
tv was used heavily by both parties on
the state and local level. Campaign
outlay, according to the Gore Senate
Committee, was estimated at $11 mil-
lion for all campaigning on the local.
state and national level, with Republi-
can cash contributions pegged as two
and a half times as large as Demo-
cratic cash reserves.
Admen were evenly divided in their
evaluation of tv versus radio for po-
litical purposes. Many felt that Amer-
icans today are so accustomed to being
able to see their favorite personali-
ties, that they expect to see the po-
litical candidates as well. And, added
some, if one party uses tv, the other
one can I afford not to do so.
\t the height of the campaign. Sam-
uel Lubell, well known political anal-
5 si who covered the campaign for
Scripps-Howard, told sponsor: "I
don't think television will have an\
particular effect in electing the next
President. Most people will be voting
in the main on economic issues, on
how thev feel about Eisenhower's role
in ending the Korean War and on how
the\ feel about the two parties."
However, television became a bigger
factor than had been anticipated bv
Sam Lubell when the Mid-Eastern bat-
tles exploded one week prior to the
Election Dav .
\\\ the weekend prior to the Elec-
tion, foreign crisis foughl foreign cri-
sis for radio and tv priori!) : the Rus-
sian invasion of llungaiv served to
underline the importance of foreign
polic) in the election. Tv and radio
coverage of I \ proceedings multi-
plied, thus giving the voting public the
opportunity to evaluate the Republi-
can administration at work. ^
42
SPONSOR
It) NOVEMBER 1*).%
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Ken Church, Vice President and National Sales Manager.
Don Chapin. Manager. New York Office. 550 Fifth Avenue.
RADIO CINCINNATI, Inc.. owners and operators of
WKRC Radio and WKRC-TV in Cincinnati, Ohio, and
WTVN Radio and WTVN-TV in Columbus. Ohio.
SPONSOR ASKS
Should sponsors use company names in show titles
Russell Gideon, radio-tv editor. The
World, Tulsa, 01.1a.
I cast a "no" vote with the realization
l hal I represent only one portion of a
minor party concerned in this field.
Primarily, I speak for the editorial
end of the newspaper business. I'm
interested in giving our leaders the
news about radio and tv programs and
performers. I want our own admen
lo sell a lot ol ads and 1 hope I'm help-
ing l<> make the newspaper content
The news.
not the
commercials
sufficiently readahle so thai advertisers
will rush to buy space in it.
Thai. I feel, is my proper contribu-
tion to the selling of ad\erlising space
in our paper. I like to assume I'm
doing m\ pil> and that our ad salesmen
are doing theirs.
I'\ the same line of reasoning, I'm
not al all interested in directly helping
ilr competition gel business. I'm in-
terested in giving the news about the
l\ and ladio programs for my readers;
Km I dun i feel called upon to give the
commercials, loo.
Mine is an attitude I'm sure a lot of
newsmen share. If possible, we're
going to remove that sponsor's name.
Well lr\ hi keep the -how identifiable,
hut loo often the show name has been
so rigged thai elimination of the spon-
sor-compan\ - name eliminates the
guts nid you can take that two ways.
So wh\ not Id a -odd name for the
-how be chosen l>\ someone with a
dollars-and-cents interest, not \<\ a
scattering of individual tadio-Iele\ i-ioii
editors? Why not pick a name that
will sell tin- -how. drawing the listeners
or viewers to hear and /or see the sales
pilch? Why not choose a show with
a title that will suggest the sponsor'.-'
Death Valley Days comes to mind here
W In not put on a good -how ?
William Ladd, radio-tv editor, The
Courier-Journal. Louisi ille
Most newspapers have a rule that the\
will not use the name of a commercial
sponsor in their listings or highlights.
Whenever we mention this, we get
a lecture from the tv folk that this
listing and highlight process is news
and we should call the show what the
spon-or calls it.
Here's an example: Along conies a
-how called, let us say, ABC Product
Hour. The tv station which carries
the show — and which gets paid for it
won't use the name for additional
plugs on promotional spots. But the
sponsor thinks that our newspaper,
which not only doesn't own that station
use of name
constitutes
advertising
I 'ill is in opposition to it. should use
the title.
I submit that the use ol the name ol
the sponsor or his product in a pro-
motional spol on Iv or in the news-
paper, constitutes advertising.
I In- i- gelling to the point where
we can't name an\ -how l>\ il- right
title. I suspeel that most newspapers
have the same problem. And when it
gets to the point where the station
carrying the program won't mention
the name in its own promotional an-
nouncements, then a height of absurdi-
t\ has been reached in this area.
And what l\ station would say,
"Read the Courier-Journal for time
and station" They say, "Read your
daily paper. '
Fern E. Chick, radio-tv editor, San
Antonio Express News, San Antonio, Tex,
\ canvass of local tv programing
schedules for a week reveals that onh
schedules
read like
store directory
nine programs employ titles which di-
rect lv incorporate company names, put-
ting the practice in minority status.
Of these nine, all but one is a dra-
matic program — as good a reason a-
any for the sponsor-title usage, in that
there is no rigid formal or star.
I he question does, however, have il-
.norc subtle implications for a radio-t\
editor.
Obscure as it is. the factor of giving
a few sponsors a weekly plug in the
use of program titles occasionally
rankles me. Il seems unfair from this
viewpoinl that other sponsor- should
not -hare in this type of audience
identification.
\inl a stronger logic reason- that a
program which builds a Sturd) repu-
tation among viewers and one that
11
-i'..\-(>n
Hi \m i mbkk 1956
the network wants to keep before the
public because of an obvious pull —
could only suffer if a sponsor were to
suddenly drop it, robbing it of estab-
lished audience recognition via title.
The question boils down to whether
or not there is any specific advantage
to be gained from utilizing company-
titles and, conversely, whether or not
there is sufficient reason to discontinue
the practice.
I hope the use of company-titles does
not become widespread — fair or un-
fair, commercially rewarding or other-
wise. If it should, tv schedules will
begin to read like an unimaginative
department store directory.
Ann Hodges, radio-tv editor, The Houston
Chronicle, Houston, Tex.
Policy on our newspaper — and I as-
sume on many others around the coun-
try— precludes our using any sponsor
names listing or logs.
Pick an
easily cap-
suled title
Therefore, from the standpoint of
news columns, at least, I'd venture that
sponsors might be wise to pick a title
easily capsuled or distinctive in itself
— with or without the sponsor name.
As a specific example, it's pretty
difficult to capsule such shows as Gen-
eral Electric Theater, Kraft Theater or
Goodyear Playhouse. And it's hardly
fair to such programs to dub them
simply Theater or Playhouse.
On the other hand, Climax is catchy
enough to stand alone, and most view-
ers recall that it's offered courtesy of
Chrysler Corp. In the same vein, Ford
Star Jubilee is easily shortened to
Star Jubilee. And still the viewers
have the impact of a name they know.
Too, although a sponsor undoubted-
ly likes to be identified with a prestige
show, I wonder if there aren't some
programs he would not care to be
identified with permanently. Some of
the shows would be better off forgot-
ten, and the sponsor might consider
merits of the tv product carefully be-
fore putting his brand on it. ^
HOOPER AND
PULSE AGREE!
IS
in Houston
Now both Hooper and Pulse
Agree K-NUZ is No. 1
Mon. thru Fri. 6 A.M.- 6 P.M.
tops weekends too!
In Houston the Swing is to
Radio and Radio in Houston is . . .
HOUSTON'S 24 HOUR MUSIC AND NEWS
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Southern Reps.:
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IN HOUSTON, CALL DAVE MORRIS, fAckson 3-258 7
SPONSOR
10 NOVEMBER 1956
45
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TEXARKANA
TEXAS - ARKANSAS
Represented By
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I<.
r. Sponsor
Louis Gaviati: spoofs as he sells
^%fter World War II, Louis Gaviati became "tremendouslj inter-
ested in the close relationship of sales and advertising," and was
appointed director of Advertising of "one of America's two great
beers.
To West Coast readers, the latter phrase needs no further ampli-
fication. Since 1953, when the account first went to Guild, Bascom
& Bonfigli in San Francisco, Regal Pale beer has been known as one
of America's two great beers.
"The first question people always ask us is, 'Which is the other
great beer?', which shows the consumer already acknowledges Regal
is one of the greats," says Caviali. (Beer, he adds from personal
research, fits in particularly well with California outdoor living, as
Trail to top rung in
Regal beer's ad department
started when Gaviati got job
loading beer kegs in 1934
brewers well realize. Hence the competition in California among
brewers tends to be more fierce than in most U.S. markets. I
"Out of the 350 odd breweries in the United States," Gaviati
told sponsor, "Regal pale ranks approximately 26th or 27th."
Considering stiff competition from national shipping brewers with
multi-million dollar ad budgets, Regal Brewing Co. feels that GB&B
and agency v.p. Bob Footman, who supervises the account, have
gotten top mileage out of Regal's SPONSOR-estimated $1.5 budget.
The reasons, according to admen who've worked with Gaviati,
are the similarity in the agency's and client's approach to advertising.
"I lean toward the humorous, off-beat approach and believe in
bring different and set apart from the usual conventional type of
advertising.'" savs Gaviati. lies a sun-tanned mustachioed man in
his early forties with a relaxed, self-deprecatory sense of humor.
Walter Guild's philosophy of "no weekend client-agency meetings
iluiing trout season" suits Gaviati fine. Bui fishing and limiting
are just some of Gaviati's post-work interests. "Since school days
I've been active in all sports," he told sponsor in his underplayed,
Jack Webb delivery. "However, realizing the firsl flush of youth
is gone, I now' confine my activities to golf and trying to race my
son (10-year-old Ronald) across the swimming pool."
(Please turn page I
SPONSOR
10 NOVEMBER 1956
BUY WSTV-TV
STEUBEN VILLE-WHEELING
AND GET PITTSBURGH FREE!
JttX^^. -T©"
m
ONLY WSTV-TV OFFERS YOU THIS SALES PROTECTION
9
@
1. GUARANTEED VIEWERSHIP with top CBS and ABC
programs among over 771,381* TV homes in the
richest steel and coal producing area in the world.
2. FREE BONUS nf Pittshuro-h nnverao-p Our rate is
based on our Wheeling-Steubenville coverage (AA
Rate 1 hr. $450), giving you the lowest cost per
thousand in the tri-state area.
3. MEASUREMENT OF ADVERTISING RESULTS. Soon
to be published — the first Index of Advertising
Effectiveness that enables you, Mr. Advertiser, to
measure your own results and compare WSTV-TV
4. MERCHANDISING ASSISTANCE - including help
in distribution, store displays, newspaper ads, etc.
WSTV-TV IS ONE OF THE SMARTEST, SAFEST BUYS IN TV. ASK FOR FULL INFORMATION TODAY.
•Television Magazine Receiver Circulation Report, October. •
ISS^lsBp
WSTV-TV
STEUBENVILLE, OHIO
Represented by AVERY- KNODEL
CBS-ABC-CHANNEL 9
A member
Of the FRIENDLY
GROUP
230,500 WATTS
WSTV-TV. WSTV-AM,
Steubenville, Ohio
WBMSAM, Boston. Mass.
WPIT-AM. Pittsburgh.
Penna.
4\o
c°Al CENTER Of
^
GEN'L MGR. John J. Laux, Steubenville, Ohio. ATlantic 2-6265 • NAT'L SALES MGR. Rod Gibson, 720 Fifth Avenue, N. Y. 19. JUdson 6-5536
SPONSOR • 10 NOVEMBER 1956
47
Mr. Sponsor continued.
there's
something
special
.^ about . . .
aadoOH
lanx
XueduioQ y pooM ^q p9;uosojdou
sn*/A OOO'I — sapXoonM 0881
.puDsnoij] Jdd jsoo isjmoq
unossij^ 'X;iq sbsub>j
it's a
TELE-BROADCASTERS
station
TELE-BROADCASTERS, Inc.
41 East 42nd Street
New York 17, N. Y.
MUrray Hill 7-8436
// Scott Killgore, President
Owners and Operators ol
KUOL, Kansas City, Missouri
WPOP, Hartford, Conn.
WKXL, Concord, New Hampshire
WKXV, Knoxville, Tennessee
Ronald, it seems, is quite a fan of certain Regal commercials,
featuring funny little stick figures that have virtually become a
GB&B trademark. However, he sips milk while dad enjoys his
"daily brew by the pool."
"For years our commercials have combined Regal Pale with
snacks and general outdoor living in California," says Gaviati.
Regal's principal sales area is California, of couse, with sizable
followings in Nevada and Oregon. Air activity, which accounts for
58.5% of Regal's 1956 budget, divides into (1) regional network
programing, and (2) spot buys.
On network tv, Regal sponsors the weekly Juke Box Jury, a night-
time musical panel show aired over some 16 Western stations, plus
Alaska and Hawaii. And, in October 1956, Regal added a CBS Radio
lineup of 14 stations in California, Nevada, and Oregon for its new
nightly half-hour d.j. show, Regal Tune Table.
"We've used tv exclusively in the last three years," says Gaviati.
"It affords the opportunity of both listening and seeing our pro-
grams. We use both cartoon and live commercials on tv, and the
personality of Jack Narz, who is Mr. Regal himself, has done much
in enhancing our commercials."
Tv advertising accounts for 46.8% of the total budget, radio,
11.7%.
The commercials featuring announcer Jack Narz are also slanted
toward the off-beat entertaining sell rather than hard-sell. One
approach, that Gaviati found successful, is the "spoof-technique,"
such as Jack Narz's mock geometry lesson:
"Pardon me, Uncle Harry," says Narz, 'that's Regalometry. Now,
first of all let us examine the simpler forms beginning with the
square. The main uses of squares are for dancing, shooting and
kidding on. Next we have the circle. Here is a perfect circle, in
fact, it's one of the best circles, which is where you'll find many
people drinking Regal Pale Beer . . ."
Hard-sell approach backs up Regal's light tv pitch
However, not all Regal's advertising is sheer entertainment. As
Gaviati puts it, "We decided to have an intelligent reseach company
conduct taste tests in Milwaukee to find out once and for all whether
long-established anti-Western beer snobbery in the West had am
basis in taste fact. Hundreds of Milwaukee beer drinkers sampled
Regal Pale versus their own favorite Eastern beers, but bottles
were masked and the tests were completely unbiased. Results showed
that over one-half of the participants liked Regal Pale as well or
even better than their own favorite Eastern brands. The Milwaukee
campaign was used very successfully in our California advertising."
Gaviati's interest in the brewing industry stems from the fact that
he "grew up with beer — packing, not drinking it." After Saint
Mary's College, he joined Regal in 1934, six months after the
company had opened for business.
"I started at the bottom rung of the ladder by loading kegs, then
advanced to the bottling plant, became shipping clerk, then in charge
of beer inventories. Finally, I became city salesman, but this phase
of my career was interrupted 1>\ the war in which I was a pilot,
then I eanie back to Regal in sales work once more."
How does Gaviati get his best promotion ideas? "Sitting by the
pool on weekends, drinking beer," he says. ^
48
SPONSOR
10 NOVEMBER 1956
It's actually easy to save — when you buy Series E
Savings Bonds through the Payroll Savings Plan.
Once you've signed up at your pa} office, your
saving is done for you. The Bond-- you receive paj
good interest— W ', a year, compounded half-yearly
when held to maturity. And the longer you hold
them, the better your return. Even after maturity.
they go on earning 10 years more. So hold on to
your Bonds! Join Payroll Savings today — or buy
Bonds where you bank.
Why the killer came
to Powder Springs
J.HE skinny little Texan who drifted into
Butch Cassidy's layout at Powder Springs
one day in '97 had dead-level eyes, a droopy
mustache, and two six-guns tied down for the
fast draw. Called himself Carter. Said he was
a killer on the run.
That's whj Cassich and the outlaws in his
notorious Wild Bunch told him all about the
big future plans for their train robbers' syn-
dicate. They took him in.
And he took them in. He was a range de-
tective whose real name was a legend in the
West — Charlie Siringo. And the information
he got before he quielh slipped awa\
stopped the Wild Bunch for a long, long time.
Of course, Siringo knew all along that if
Cassidy or the others had discovered the
truth, they'd have killed him sure. But it just
never worried him any.
You couldn't scare Charlie Siringo. Cool-
est of cool customers atul rawhide tough, he
had the go-it-alone courage it takes to build
a peaceable nation out of wild frontier. That
brand of courage is part of America and her
people — part of the country's strength. And
it's a big reason wh\ one of the finest invest-
ments you can lay bands on is America's
Savings Bonds. Because those Bonds are
backed by the independence and courage of
L65 million Americans. So bin I .S. Savings
Bonds. Buy them confidently— regularly—
and hold on to them!
Safe as America — U.S. Savings Bonds
The U.S. Government does not pay for this advrrtisement . It is donated by this publication in cooperation with the
Advertising Council and the Magazine Publishers oj America.
SPONSOR
10 NOVEMBER 1956
49
YOU *I 11,1 IT PL A Y Ii\ .72 WOK LIP SEMES GAMES* A
BUT... YOU NEED WKZO-TV
THE MARCH ARB REPORT CREDITS WKZO-TV WITH
ALL 20 OF THE "TOP 20" PROGRAMS!
AMERICAN RESEARCH BUREAU
March, 1956 Report
GRAND RAPIDS-KALAMAZOO
Number of Quarter Hours
With Higher Ratings
MONDAY THRU FRIDAY
8:00 a.m. to 6:00 p.m.
6:00 p.m. to 1 1 :00 p.m.
WKZO-TV
136
87
Station B
61
13
SATURDAY & SUNDAY
10:00 a.m. to 1 1:00 p.m.
72
32
NOTE: Survey based on sampling in the following pro-
portions— Grand Rapids (44.7%), Kalamazoo
1/9.7%), Battle Creek (18.2%), Muskegon-
Muskegon Heights (17.4%).
-TV^
WKZO-TV — GRAND RAPIDS-KALAMAZOO
WKZO RADIO— KALAMAZOO BATTLE CREEK
WJEF RADIO — GRAND RAPIDS
WJEF-FM — GRAND RAPIDS KALAMAZOO
KOLNTV — LINCOLN, NEBRASKA
A\jociated with
WMBD RADIO — PEORIA. ILLINOIS
TO BREAK RECORDS IN
KALAMAZOO-GRAND RAPIDS!
WkZO-T\ is the Official Basic CBS Television Outlet for Kalamazoo-
Grand Rapids and Greater Western Michigan. With 100,000 watts
on Channel 3, WKZO-TN -< r\< - one of America's top-20 television
markets— more than 600,000 TV homes in 29 Western Michigan and
Northern Indiana counties!
I'll. March, 1956, ARB Report shows that \\ K/.O-TV is by far the
favorite station -not only in Kalamazoo and Grand Rapids, but also
in Battle (nil. ami Muskegon! Monday thru Friday it"- first in
123% more daytime quarter hours than Siation 15 . . . first in 569%
more nighttime quarter hours. On Saturday and Sunday, it's firsl in
I ' ■■ moi e quartei houi - '
100,000 WATTS • CHANNEL 3 • 1000' TOWER
Kalamazoo - Crand Rapids and Greater Western Michigan
Avery- Knodel, Inc., Exclusive National Representatives
* I'hil Rizzuto <>f the Vew York Yankees holds this all-time major league record.
.
A weekly listing o] changes
in the advertising and broadcast fields
NEW AND
W
NEW ON RADIO NETWORKS
SPONSOR
Beltone, Chi
Campana, Batavia, III
Campana, Batavia, III
Chevrolet, Detroit
AGENCY
Olian & Bronncr, Chi
_Wasey, NY
-Wascy, NY
Camp-Ewald, Detroit
Dawn Bible Students, Rutherford, NJ W. Cleson, Riverside, Calif
Dromedary, NY _.L&N, NY _
Dromedary, NY L&N, NY
Duffy-Mott, NY . Y&R, NY
Magic Matching Thread, Bridgeport, Conn Curtis, NY
Minn. Mining, Detroit MacM-J&A, Bloomfield Hills,
Mich
Mentholatum, Buffalo JWT, NY
Chas Pfizer, Brooklyn Burnett, Chi
Chas Pfizer, Brooklyn
Pontiac, Pontiac, Mich.
Oldsmobile, Lansing
Studebaker-Packard, So. Bend
Word of Life. NY
Burnett, Chi
MacM-J&A, Bloomfield Hills,
Mich
Brother, Detroit
B6B. NY
Bennett, Chi
STATIONS PROGRAM, time, start, duration
ABC Breakfast Club; M-F 9-10 am: 5-min segs; 6 Dec
CBS 61 Helen Trent; M-F 12:30-12:45 pm; V2 spon; 12 Nov; 3 wks:
Nora Drake; Tu 1-1:15 pm ; Jrj spon; 12 Nov; 3 wks
CBS 74 Young Dr. Malonc; F 1:30-1:45 pm; '2 spon; 12 Nov; 3 wks:
Right to Happiness; Th 2:05-2:15 pm; '/2 spon; 12 Nov:
3 wks
CBS 202 News; Sa 11-11:05 am, 2:30-2:35 pm, 4-4:05 pm, 6-6:05
pm, 6:55-7 pm, 9-9:05 pm & Su 11-11:30 am. 6-6:05 pm,
7-7:05 pm, 9-9:05 pm, 10-10:05 pm; 27 Oct; 2 wks
MBS Datelines and the Bible; Su 9:45-9:55 pm; 11 Nov
CBS 202 Backstage Wife; Th 12:15-12:30; 1 Nov; V2 spon; 6 wks:
Strike It Rich; F 2:30-2:45: Vi spon; 1 Nov; 6 wks:
Second Mrs. Burton; Tu 2:15-2:30; j£ spon; 1 Nov; 6 wks
ABC Breakfast Club; M-F 9-10 am; 5-min segs; 1 Nov
ABC Breakfast Club; M-F 9-10 am; 2 5-min segs per wk; 1 Jan
ABC -My True Story; F 10:05-10:10 am; 19 Oct
Amos & Andy; Tu & Th 7-7:30 pm: 5-min segs; 27 Nov; 2
..CBS 202 wks: Bing Crosby; W&F 7:30-7:45 pm; 5-min segs; 27
Nov; 3 wks
MBS Queen for a Day; M-F 11:30-12 pm; parties: Mystery Block
M-F 8-8:30 pm; parties; 19 Nov thru 15 Feb
NBC 190 5 Star Matinee: M-F 3-3:30; 30 1-min parties; 12 Nov: Mary
M McBride; M-F 4:15-4:30 pm; 18 1-min parties; 12 Nov;
Fred Waring; M-F 4:30-5 pm; 30 1-min parties; 12 Nov:
One Man's Family; M-F 7:45-8 pm; 30-min parties; 12 Nov
_ABC . Breakfast Club; M-F 9-10 am; 5 5-min segs per wk; 12 Nov
Amos & Andy: M-F 7-7:30 pm; 5-min segs; 7 Nov to 16
CBS 202 Nov: Robert Q. Lewis; M&F 8-8:30 pm; 5-min segs; 7
Nov to 16 Nov: Calen Drake; Sa 10:05-11 am; 5-min seg;
7 Nov to 16 Nov: Mitch Miller; Su 8:05-9 pm; 5-min
seg; 1 Nov only
NBC 191 Fred Waring; M-F 4:30-5 pm; & NBC News; M-F 8:55-9 pm;
9 1-min parties; 5 Nov
NBC 191 Var eve shows; 30 1-min parties; 10 Nov
MBS Word of Life Hr; Sa 7:30-8 pm; 3 Nov
RENEWED ON RADIO NETWORKS
SPONSOR
Bristol-Myers, NY, Sal Hepatica
Bristol Myers, NY, Bufferin
Billy Craham Foundation
|ohn Morrell, Chi
Manon Forum of Opinion
AGENCY
.Y&R, NY
-Y&R, NY
Burnett, Chi
Camp-Mithun, Chi
Victor
STATIONS PROGRAM, time, start, duration
ABC Breakfast Club; M 9:35-9:40 am, Tu 9:30-9:35 am, F 9:20-
9:25 am; 5 Nov
ABC -Breakfast Club; M 9:40-9:45 am, W 9:35-9:45 am, F 9:40-
9:45 am; 29 Oct
ABC Hour of Decision; Su 3:30-4 pm; 28 Oct
ABC Breakfast Club; M-F 9-10 am; 5-min segs; 29 Oct
MBS Manon Forum of Opinion; Su 9:30-9:45 pm; 52 wks
BROADCAST INDUSTRY EXECUTIVES
NAME
lames Bentley
Wells Bruen
Jacques Brunet
Albert L. Capstaff
Joe Cochrane
Ira Delumen
Willard L. Dougherty
Robert Dressier
Robert M. Fairbanks
Robert Fox
Richard Gilbert, Jr.
John W. Harkrader
John F. Howell
Lee Jensen .
Shirley Joblovc
Richard Johnson
Ray P. Jordan
Cornelius V. S. "Neil" Knox Jr
Alan W. Livingston
Norman S. Livingston
FORMER AFFILIATION
Mallory Advtg Agency. San Jose, radio-tv dir
Official Films, asst sis mgr synd sis
UNESCO, film prod
NBC Radio e<ec prod of Monitor
CBS-TV, mgr prod cost control
WJW Radio Cleveland sis staff
WNBQ tv Chicago prod-dir
KNX Radio, LA, CBS Pac Rad Net, prog prom & merch mgr
CBS-TV, asst mgr prod cost control dept
Bozell & Jacobs, N. Y.
WDBJ Radio-TV Roanoke Va man dir & comml mgr
CBS Film, acct exec
KRNR Radio, Rosenburg. Ore slsman-anncr
NBC Spot Sales, radio prom writer
WNBQ Tv WMAQ Radio prod mgr
WDBJ Radio-TV, Roanoke. Va. man-dir of bestg op
CBS Radio, NY, sis staff
NBC TV, LA, head program, Pacific div
Telenews Film Corp. exec vp & gen mgr
NEW AFFILIATION
KRON-TV. San Fran, asst prog mgr
Same, mgr synd sis div
TPA, sis exec with hdqtrs in Paris
Same, dir of Monitor & spec prgms
KNX & Columbia Pacif Net, prog prom & merch mgr
Same, bus mgr opcr dept
WJW-TV, sis staff
Same, pro mgr
Same, asst sis prom mgr
Same, mgr piod cost control dept
KRUX Radio, Phoenix, acct exec
Same, asst vp & comml mgr for bestg
Same, acct exec for natl sis
KBIF. Fresno, Cal, acct exec
Same, radio sis presentation writer
WMAQ pro mgr
Same, vp for bestg
CBS Radio. Detroit, sis mgr
Same, vp tv net prog. Pacific div
NBC Radio dir of net prgms
SPONSOR
10 NOVEMBER 1956
51
NEW AND RENEW
ADVERTISING AGENCY PERSONNEL CHANGES
NAME
Douglas MacLatchie
Bob McCoy
Robert B. McKenna
Charles P. Le Mieux Jr
W. B. Pape
Vincent Ramos
Herb Rothman
H. W. "Hank" Shepard
FORMER AFFILIATION
Edward Petry & Co, eastern sis mgr
V/ITN-TV, Washington, NC, staff dir _
NBC-TV Film Division
WCSM Radio, Huntington, LI
Pape Tv Co, natl sis mgr
NEW AFFILIATION
Avery-Knodel LA tv sis mgr
Same, prod mgr
ABC Film Syndication Inc. midwest staff
WRCA Radio, sis staff
Same, vp & gen mgr
CMQ-TV Net of Cuba, vp chg of US oper
-Whitney Publications, NY, advtg prom mgr
NBC, NY, director special projects owned stations
Dave Shurtleff WJAR Radio-TV, Providence
Elaine Simpson . NBC Radio-TV Spot Sales, prom writer
|. S. Sinclair WJAR Radio-TV, Providence
Kenneth F. Small WRUF-WRUF-FM
Ronald C. Smith
Ray Taylor
WTAM Radio, Decatur, Ca
Scandinavian Airlines, west coast ad & pub dir
Archie L. Tcgland E. E. W. Shafer Advtg Agency, San Francisco
Douglas M. Bomeisler |r Architectural Forum
Robert M. Curtis JWT, drug account supervisor
Charles F. Fleischmann Young & Rubicam
Shelton Houx J M. Hickerson Inc. vp 6 gen mgr Des Mones off
Warren K. "Doc" Jordan Norman Transcript, Norman, Okla
Jack M. Reeves Ketchum, MacLeod & Crove Inc, acct exec
Lilian Mile Torrence Lloyd Mansfield Advtg Agency, rad-tv writer
John C. Vivian MacManus, John & Adams, dir prom a dir mail
TPA, sis exec for Latin Am loc in NY
NBC Spot Sales, NY, sis prom spec
Calif. National Production, NY, director business development
_Same, Director of tv sis
Same, prom sve sup
-Same, administrative asst to vp
Same, apptd dir
WJW-TV, sis staff
AM Radio Sales Co, LA sis staff
KRON-TV, San Fran, prom dept
Ogilvy, Benson & Mather, acct exec
DCS&S, vp & account exec Bristol-Myers unit
Same, vp & acct sup Chicago
Same, elected a director
Hall & Thompson Inc, Okla City, staff
Same, acct supervisor
Robert S. Risman Agency, rad-tv dir
McCann-Erickson, asst ae Chrysler Div
SPONSOR PERSONNEL CHANGES
NAME
Edward C. Ball
Arthur A. Currie _
Charles E. Crowley __
Robert K. Daniel
Lee F. Desmond
Jack Doran
Ernest H. Ellis
William L. Friend
Walter Colman
FORMER AFFILIATION
Mathisson & Assoc, vp
Adams Distributors Co, Inc, Boston, vp & gen mgr
E. I. du Pont de Nemours & Co.
Hotpoint Appliance Sales Co, sis mgr
NEW AFFILIATION
Miller Brewing Co, advtg mgr
Westinghouse Elec Corp, asst gen sis mgr radio-tv div
Same, advtg dept tv unit
Magnavox Co, retail advtg mgr rad-tv-phono div
Dodge passenger cars & trucks, vp & asst to the pres Same, vp in chg of sales
Helene Curtis Industries, marketing director Lever Brothers, dir prom sves div
E I du Pont dc Nemours & Co, Tex Fibers Dept, sis dev Same, men's & boy's wear prom
Sylvania Inc, dist lighting sis mgr Same, sis mgr Pacific Coast Division
Walter Colman, Public Relations Int Latex Corp, Dover, Del. publicity dir
William J. Horn Philco Accessory Div, advtg & merch mgr Philco Appliance Div, advtg mgr
Robert P. Miller . E. I. du Pont dc Nemours & Co. men's & boy's wear prom . -Same, men's & boy's wear advtg Du Pont Textile Fibers Dept
Edwin B. Olson Westinghouse Electric Corp, Chicago, mid west mkt planning .. Minneapolis-Honeywell Reg Co, mkt plan mgr
Hal Parets Scriptwriter for Bob & Ray Show Al Tcrrencc Carpet Co, advtg prom dir
Edwin C. Tracy RCA best & tv equip dept. sis mgr Same, mgr
John L. West Young & Rubicam Continental Baking Co, asst advtg mgr
STATION CHANGES
ABC Radio & Television Sales will henceforth handle their respective
Western Nets
KBIF, Fresno, Cal, has appointed Weed & Co natl reps
KCCC-TV, Sacramento, Cal, transferred from control of Capital City TV
Corp to Sacramento Bcstrs Inc
KDAY, Lubbock, Tex, increases power from 10,000 kw to 50,000 kw
KFEQ, St. Joseph Mo, has appointed Simmons Assoc natl reps
KFWB, LA, began active bestg for Crowell-Collier Publ Co 18 Oct
KCEZ-TV, Kalispcll, Mont, has joined CBS TV net under the extended
mkt plan
KGHM, Brookfield, Mo, joined Keystone Bcstg System
KGW-TV, Portland, Ore, plans to go on the air 17 Dec as part of ABC
net. Blair TV appointed natl reps
KICA-TV, Clovis, NM, has joined CBS TV net under the extended mkt
plan
KILT (TV) El Paso, Tex, has become affiliated with the ABC net
KLPW, Union, Mo, joined Keystone Bcstg System
KOTI TV, Klamath Falls, Ore, has joined CBS TV net under the extended
mkt plan
KQUE, Albuquerque, NM, appointed Evcrctt-McKinney Inc natl reps
KRIS, Corpus Christi, ownership transferred from Culf Coast Bcstg C»
to South Texas Bcstg Co Inc
KSAN-TV. Chicago, returned to the air 17 Sept at new perm hdqtrs
1111 Mkt St.
KSFO. San Francisco, Cal has appointed AM Radio Sales natl rep
KTRE-TV Lufkin, Tex commenced full time operation 29 October
KUAM-TV, Agana, Cuam, has joined CBS under the extended mkt plan
KWDM. Des Moines, Iowa, has appointed Indie Sales natl reps
KWC, Stockton, Cal, now under ownership of Western Bcstg Co
Radio Saigon, Saigon, Vict Nam, appointed Pan American Bcstg Co as
overseas rep
WAAB, Worcester, Mass, appointed Kcttcll-Carter New England sis reps.
becomes NBC affiliate
WAVZ, New Haven, has appointed Ceo. P. Hollingbery natl reps
WFBC, Altoona, Pa, has appointed Blair-TV natl reps
WCAT, Utica, NY, bought by Star Bcstg Co, Ccncva. NY
WCRV, Crccnville, Tenn, joined Keystone Bcstg System
WHAM-TV, Rochester, has joined the ABC net
WHK. Cleveland, Ohio, has appointed NBC Spot Sales natl reps
WKAT, Miami Beach, Fla. has joined ABC net
WKBT, La Crosse, Wis, has boosted power to 251.000 watts video.
100.000 watts audio
WLW, Cincinnati, joined ABC Radio net
WMAM, Marinette, Wis, has appointed Burn-Smith Co natl reps
WNDB, Daytona Beach, Fla. has become an affiliate of ABC Radio net
WRAL-TV, Raleigh, NC. joined NBC net
WRNL. Richmond. Va, joined MBS
WROL, Knoxville, Tenn, has changed call letters to WATE
WRUS. Russellville, Ky, joined Keystone Bcstg System
WSTV. Joplin, Mo. has purchased KSWM-AM-TV subject to FCC approval
SPONSOR
10 NOVEMBER 1956
HNEY CO., A0/5*82 NEISNER'S \?<^7 .<£•« ,&». W. T. GRAnI C
LINCOLN ROAD: Miami Beach's nationally famous
exclusive shopping area.
FLAGLER STREET: Shopping center of busy
downtown Miami.
^Metropolitan Miami
1 9th in the nation in
FOOD & DRUG SALES
19th in Total
AUTOMOTIVE SALES
20th in Total
RETAIL SALES
22nd in Effective
BUYING POWER
25th in
POPULATION
*Sales Management May, 1956
From every point...
a great market!
WCKT's 1000 ft. tower and 316,000 watts of power blankets the
fabulous Gold Coast from Key West in the south and north to Vero
Beach with the most powerful signal and coverage in South Florida.
WCKT • CHANNEL 7 • MIAMI
Niles Trammell, President
BASIC TELEVISION AFFILIATE SOLD BY (\Bc) SPOT SALES
\ational and regional spot bins
in work now or recently completed
SPOT BUYS
lowest
cost-per-thousand
en
©
IVVKO
cost per thousand is
49°0 lower than its
closest rival.
Lu
Ql
CO
O
o
CO
LU
O
IrVVKO
delivers 5.3 average be-
tween 8 and 6. No
ratings below 4.0.
Pulse: Sept.-Oct. 56.
ItVVKO
covers what count!
800,000 people in half
millivolt contour. 550,-
000 of them are in
Franklin County . . .
the home county.
the station with a
personality.
IrVVKO
Columbus, Ohio
Us* the slide-rule
and call For joe
54
TV BUYS
Bristol-Myers Co., New York, lor it- Han deodorant. i> moving
into eighl Southern markets to supplement other national media
in that area. Schedule ends just before Christmas and is aimed at
women, with a third of announcements slotted in top nighttime
periods and remainder throughout the day. Buying is completed.
Agency: BBDO, New York. Buyer: Marvin Richfield.
Chock Full O'Nuts, \e\\ York, is looking for unique prestige pro-
grams and or adjacencies in markets in which it distributes.
Presently, the coffee companj has announcement schedules in those
markets; bul it is changing over where availabilities and better hu\ s
arise. Toda) ilt) November), new schedule begins on WNAC-TV,
Boston. \genc\ is prcdoininantK interested in live news and weather
shows so thai commercials can be given In leading -how personality.
Areas in which the company distributes its coffee include New York,
Boston, other area- in New England, Philadelphia, other Pennsyl-
vania cities and Albany-Schenectady-Troj vicinity. Buying is in-
complete since it is done as a\ails arise. Agenc\ : i',vc\ Advertising,
New York. Buyer: Joan Stark.
Flav-R-Straws, Mount Vernon. \. Y., add- t\ spot schedule short!)
after buying similar radio campaign (see Spol Buys, 3 Novembei
SPONSOR). New-type drinking straw moves to South and West from
East Coast with participations in women's, children s and general
programs after finding product has all-family appeal. It previousl)
aimed onlj at children. Buying is scheduled for earlj December,
with an end-of-year air start. Vgencj : Dowd, Redfield & Johnstone.
New York. Buyer: Arthur Topol.
General Foods, While Plains, N. Y., has recentlj accomplished its
monthl) product switch-off. Swans Down Cake Mixes and Bird's
Eve Frozen Foods have switched announcement schedules in 60
markets throughout the United States in time slots previousl)
occupied by Instant Maxwell House Coffee. The latter product is
a Benton & Bowie- account. Changeover took place on 2!! Octobei
1956 and will last until the end of November. Agency: Young &
Rubicam, Nev York. Buyer: Thomas M. McClintock.
Revlon, New York City, better known as a major network t\
spender, is presentl) considering a limited television spol drive for
one or two of the product- iii it- cosmetic line. Move is current!)
in the conference stages. Agency: C. J. LaRoche, New York.
Buyer: Doris Gould. (Second quarter 1956 spol t\ dollar figures
place Revlon as 12th top spender with $1,191,400 in medium. Pre-
vious TvB report- indicate companj was nol in top 200. See "What
top 200 advertisers spend in spot tv," 20 Vugusl 1956, page 12.)
TV AND RADIO BUYS
Continental Oil Co., Houston, Foi I onoco products, is switching
its spol announcement and program schedules in some markets.
Pattern: 52-week duration in all cities, for both radio and t\. In
SPONSOR
111 NOV1 MB1 H 1956
ANY WAY YOU LOOK AT IT!
ARB
June 1956
PULSE
August 1956
TOTAL MEASURED QUARTER HOURS
WDEF-TV HH1300 WDEF-TV
STATION BM 171 STATION B
TOP TEN NETWORK SHOWS
wdef-tv ^mmms wdef-tv
STATION BBi 2 STATION B
TOP FIFTEEN SYNDICATED
WDEF-TV HIM 12 WDEF-TV
STATION B« 3 STATION B
Full 316,000 Watts
From antenna atop
Signal Mountain
High above City
THE BRANHAM COMPANY
WDEF
1 TV
|r,»
*v
■*\
^t. IaJ +< m ycl^ -
CHATTANOOGA • The 79th Market
SPONSOR • 10 NOVEMBER 1956
I'M READY, EAGER
AND SALES -TESTED
I explored tlie family transmitter
when most kids were learning
their ABC's. Television and ra-
dio were in my blood, so follow-
ing college I went actively into
the field. I spent four years
-caking up sales and administra-
tis- experience in major mar-
kets. Last year I went into agen-
cy account work in order to get
thai side of the picture.
\o\\ I feel I'm ready for a big
job i either sales or administra-
tis-) for an alert station or sta-
tion rep. I'm seasoned both in
t\ and radio.
I hi thinking of my next assign-
ment on a long-range basis. If
it - with you. I can promise not
onl) a know ledge of the business,
but hard selling, reliability, and
a full measure of loyally.
BOX 1011, SPONSOR, 40 E. 49,
NEW YORK 17
^
Spot buys
,.
t\ : 20-second commercials. 30-minute film shows [Highway Patrol,
Science Fiction Theater. Gw) Lombardo, Fabian of Scotland Yard),
5- and 10-minutc new- packages. In radio: announcements and news
programs. Similar spot pattern and budget have been approved for
'57. \iiene\ : Menton \ Howie-. New York. Buyer: Dick Trea.
RADIO BUYS
American Tobacco Co., New York, has begun an eight-week
schedule for its Pall Mall Cigarettes (A.C.C. Division). Drive began
on 5 November L956 and is classed as "seasonal." by the agency.
Placed in 43 markets in the Northwestern quarter of the country.
the schedule ranges from one announcement per day to over 50-a-<la\
per station. The campaign features one-minute et's. Agency : Sul-
livan. Stauffer, Colwell & Bayles, New York. Buyer: Walter Bowe.
New York Telephone Co., New York, is now planning its
Christmas push for extension telephones in color. Buying is just
getting underway for a three-week campaign in almost e\ei\ New
^ oik State market. Announcements are scheduled to begin 26
November 1956. This represents the last leg of an annual four-
llight spot radio schedule on approximately 90 outlets. Company
maintains a stead) spot schedule on television. Agency: BBDO, New
York. Buver: Miss Jackie Moore.
Life Savers Corp., Port Chester, N. Y., is now considering going
into spot radio for its Beech Nut Gum. Firm has been relativel)
quiet in spot radio for approximately one year. Agency: Young &
Rubicam, New York. Buyer: William Dollard.
Drug Research Corp., New York, for Sustamin 2-12 remedy, is
adding markets here and there to supplement current schedules which
took the air nationally last month. Pattern: intensive coverage of
major metropolitan areas, largely in the North or cold weather re-
gions, until the end of March: addition of supplemental) markets
during the drive. Minutes are used to reach older persons more
subject to arthritis and rheumatism, with program type rather than
time of day the buying guide. Tv intensity averages 25 announce-
ments weekly. Agency: Kastor. Farrell. Chesley & Clifford. New
York. Buyer: Jack Peters.
Canada Dry Ginger Me Inc., New York, is buying LO-second t\ and
radio spot schedules for both its I ottlers and its owned plants. Cur-
rent schedule goes on the air before Thanksgiving, concludes early
in '57. Stress is on holiday consumption, with a repeat ol lasl years
jingle and its "Have a gay holiday"" theme. There'll be more buying
if additional bottlers reipicsl lime. Agency : J. \1. Mathes. Buyer:
Edna S. Cathart.
Welch Crape Juice Co., Westfield, N. Y.. is starting a 26-week
announcement schedule for its tomato juice. Large market drive at
ilii- point i- (entered in Northeast area. Buying is completed,
\gencv : Richard K. \lanolf. New York. Buyer: Lee Oakes.
Tetley Tea Co., New York, is buying announcements in some 40
Northern markets with copy boosting consumption of hot lea during
cold months. Buying is incomplete. \gency : (>-il\y. Benson &
Mather, New York. Buyer: Martin T. Kane. Jr.
SPONSOR
1(1 NOVEMBER 1956
The Timebuyer Asks
"DOES KTRK-TV DO MUCH
LOCAL PROGRAMMING?"
A GOOD QUESTION, and one that every smart timebuyer asks about
every station he buys. Local programming is a good index to the
participation of the station in community affairs, and it becomes a
reflection of the confidence and loyalty that the local audience has
for the station.
Cunningham & Walsh's Joe Gavin, right, gets the KTRK-TV story
from Bob Bryan of the George P. Hollingbery Company.
Year in and year out, KTRK-
TV carries nearly as much local
live programming as the other
two stations combined. Better
shows and showmanship dem-
onstrate daily a regard and an
understanding of the develop-
ing needs of the maturing
Houston television market.
A top news staff headed by Ray Conaway turns out 6 daytime
and 3 nightly newscasts daily — the best news coverage in town.
And it's like that in every programming category. KTRK-TV
offers more live local sports for Dad, more original wholesome
local children's shows, more good "family" shows for Mother
and all the family. No film series is ever shown without attention
to local touch and live production. Add this local strength to
ABC's great fall lineup and you find KTRK-TV the family
favorite — and the best buy in Houston.
KTRK-TV
THE CHRONICLE STATION, CHANNEL 13
P.O. BOX 12, HOUSTON 1, TEXAS-ABC BASIC
HOUSTON CONSOLIDATED TELEVISION COMPANY
General Manager, Willard E. Walbridge
Commercial Manager, Bill Bennett
NATIONAL REPRESENTATIVES:
GEO. P. HOLLINGBERY COMPANY, 500 Fifth Avenue, New York 36, New York
SPONSOR • 10 NOVEMBER 1956
57
Capsule case histories of successful
local and regional television campaigns
ICE CREAM
MASSAGE EQUIPMENT
SPONSOR: High's Ice Cream Corp. \(,\.\( \ : U Jacobsen Agencj SPONSOR: Niagara of St. L
»uis VGENC^ : Jerrol and Associates
Capsule case history: V.'w T\ 's 1//. District Attorney
chases gangsters ami sells 2> flavors of ice cream for Highs
Ice Cream Corp. in Norfolk. Va. In the fall of 1954. High's
began co-sponsorship of Mr. D.A. and later picked up full
sponsorship the following summer with an option to con-
tinue in the fall ol '55. Hie ice cream manufacturer has
stayed with the show on a year-'round basis ever since and
attributes the growth of his business, from 14 to '.VI stores
in two years, to the 959? of his ad budget devoted to tv.
Campaign over WTAR-TV, Norfolk, costs $750 a week,
rhough no volume figures arc available. High's is now-
erecting a new manufacturing plant with six times the ca-
pacity of the old. Show, which is scheduled every Thursda\
evening, always packs the stores following each program
mi which a special is announced. Normally slow winter
sales have been doubled. Last three promotions using one
announcement during the program plugging special flavors
resulted in a complete sellout in all store locations. Com-
mercial cop) is varied, often using "right now" angle.
WTAR-TV, Norfolk, Va. PROGRAM: Mr. District Attorney
Capsule case history: Weather, an always popular sub-
ject, is consistently proving itself to be an efficient television
salesman. Niagara of St. Louis, a firm handling a line of
massage equipment, recently concluded a 26-week contract
for a show called Weatherama that had started out as a four-
shot deal. The client had never used tv before buying the
Weal he ram a program over KTVI-TV on a once-a-week ban-.
Time chosen was a Wednesdax evening segment that went
on the air just 10 minutes after the Wednesday night fights.
Copy approach, chosen for the Niagara line by the com-
pany's agency, Jerrol and Associates, sought to sell the ma-
sage apparatus to people suffering from a variety of ailments
that the Niagara equipment could soothe. Each night that
the client sponsored Weatherama. he reported 15 to 45 calls
resulting from the show. He further reported that of those
that called about 75% were actually sold on one of the
Niagara items which ranged from $89 to $600 each. In
some cases, calls started to come in before the announcer
could finish his commercial. Campaign cost: $75 a week.
KTVI-TV, St. Louis PROGRAM: \\ , atherama
SAVINGS ACCOUNTS
SPONSOR: Everglades Savings S Loan
VGENCi : Direct
DEPARTMENT STORE
SPONSOR: Sibley, Lindsay & I urr
\GKN< 'i : Din-,!
Capsule case history: \ $100 a week investment in tv
b) a Florida bank reaped a return of $250,000 in new ac-
counts. The campaign, which was sold to a reluctant client
on a "show me basis originalb. called for sponsorship of
two five-minute weather shows a week on Tuesday and
rhursdaj evenings at 6:55 over WJNO-TV, Palm Beach,
I lorida. Sponsor, the F\erglades Federal Savings & Loan
Vssociation, found the initial L3-week stint so effective that
the campaign was renewed for an additional L3 when the
first i mill. H i i. it. In order to measure the effectiveness
"I the campaign. \\ . F. "Bud" Eiousner, WJNO-TV sales
manager, arranged I" have people opening new accounts at
the bank queried as to L< >\\ and win they were influenced
to come i" I verglades S. S L. Besides being able to tally
the dollars-and-cents results, Housner found that customers
were attracted from a- fai awaj as Sebastian, <'!n miles to
the north, and Delraj Beach some 20 miles t" the south.
Program, titled Spotlight " eather, was especialh successful
inasmuch as mam of the new accounts were entered be-
lli' usual rush period during the first Hi days of July.
WJNO-TV, West Palm Beach, Fla. PROGRAM Spotlight Weathei
Capsule case history: Sibley, Lindsa) and Curr, Roches-
ter, reported!} the largest department store between New
York and Cleveland, recentK cooperated with TvB and
I { i .< Ik -!<• r - three tv stations WHAM-TV and shared-time
stations \\ VET-TV and WHEC-TV, for an all-t\ promotion
of its annual warehouse sale. Four-da\ -long sale running
from Wednesday to Saturday was promoted start inn the
Mmnla\ before the beginning of the sale. Siblej president
I •_• i I Krogh worked mil an ad plan with representatives of
the stations. T\ I! and l.miise \\ il-mi. Sibley's radio-tv direc-
tor. Everj 2d minutes during the campaign a Sible) com-
mercial n;i- on the air for a total of II1' announcements
spread over TO hours of air time: 10-second announcements
told when, where and what: 20-second announcements sold
one item of merchandise, and minute announcements pro-
moted three items, ^pproximatelj 7V, of the announce-
ments were scheduled on Tue>da\ and Wednesday with
heaw emphasis on daytime selling to reach women, [otal
campaign cost of ovei $5,000 was worth the investment ac«
cording to Sibley's which grossed I >' I ovei last year's sales.
\\ \ I TIN. WHEC-TV, WHAM-TV, Rochester Vnnoi iments
SPONS< IF
III NOVEMBER 1956
channel 12
CALL HEADLEY-REED, REP.
WINSTON-SALEM
r WINSTON-SALEM
TOT GREENSBORO
HIGH POINT
ArriuATc
SPONSOR • 10 NOVEMBER 1956
59
Digest of the ueek's developments
in advertising and the air media
News and Idea WRAP-UP
ADVERTISERS
Advertiser buys 12
stations for local "spec"
Riviera Convertible Sofa Co., Los
Vngeles, has boughl t lie 11-12 p.m.
hour on 12 Southern California sta-
tions for a local Christmas spectacular.
The $100,000 budgeted show will be
seen toda) (10 November) on all
seven Los Angeles stations, both Bak-
ersfield stations; KFMB-TV and
k I SD-TV, San Diego; as well as KEY-
I \ . Santa Barbara.
Name stars, network calibre, will be
used — Art Linkletter, David Rose's
orchestra, Hildegarde, the Weire
Brothers and more. Plans are to make
the super show an annual affair.
Riviera originally started out as a
single upholstery shop in Los Angeles.
Invention of a new type sofa-bed and
subsequent ad promotion have boosted
that to 22 retail stores as of now. Firm
is a heavy tv program user mainly be-
cause of tv's demonstration value.
Modeling school renews
after summer test success
Barbizon Modeling School's renewal
of the Ted Steele Show on New York's
\\<»l!-l\ followed good results from
summer viewing tests. Cost-per-inquiry
check showed relatively small drop
during hot weather months — 8-10%
[ess.
With Steele's audience made up
mostly of teenagers, the figures are
even more impressive. Hot weather
and the lure of the beaches did not pull
majority away from the tv sets. Blaine-
Thompson is the agency.
Lanolin Plus is moving into the
drug field. First buy is State Pharma-
cal, main product, All In One reducing
formula. . . . Block Drug has bought
Maryland Pharmaceutical Co., Balti-
more. Maryland manufactures Rem
and Rel cough medicines. . . . Nation-
al Shoes sales for this year reached
$21,265,409 as compared to $19,555,-
135 for 1955.
\\ estinghouse is coming back firm-
l\ with largest quarter net since the
strike. Net income for third quarter
was $10,314,000 compared to $14,-
422,000 for same period in 1955. In-
coming business for third quarter
1956 was largest ever recorded. . . .
Radio and tv will be used to promote
Diamond Match Company's new
charcoal briquets product. Doremus
is the agency.
AGENCIES
Agency catch-phrases
catching on in Detroit
\\ . I>. Doner \genc\ has all Detroit
quoting tag lines from its Faygo Bev-
erage commercials. Julian Grace, part-
ner and account executive, says agency
aims for catch-phrases in its tv com-
mercials to get word-of-mouth ad
bonus.
\lo-t successful have been animated
cartoons for Faygo and Faygos Up-
town line. Tag lines like, "I'm too
pooped to participate,"' and "I'm too
weak to w'estle," are being heard all
over town.
Youngsters have picked up phrases
too. Top favorite with the kids i-.
"Which way did he go! Which waj
did he go? He went for Fay-go."
Shopping via easy chair: Grav
Matter outlines tv's future role in
"mass-selling invasion of the home."
New gadgets will offer set owners
closed-circuit in-store product selec-
tion, charge-it services, 3-D demon-
strations, and push-button ordering. . . .
Brooke. Smith. French & Dor-
ranee has resigned the Hudson Motor
i I'lease turn page I
AGENCIES: Campbell-Ewald executives M.
< Miller 1 1) and Jack ( ombs (r) tre
latest Tin Pan KWe) recruits 5ei pagi 62
NETWORKS: Henrj W. < ox (1) and Marj
K. \\ ard (c), I •• neral Mills i xei -. discuss
n. u < lis shov with Berl Parks. Page 64
TV STATIONS: Vamp promotes Bilenl movu
show en WRCA-TV. Sign invites ad men to
i oiitai l .lav lliilin al station. Page 62
60
MMINSOli
10 NOVEMBER 1956
It's very nearly unanimous now
in Minneapolis-St. Paul
Latest Hooper Says:
WDGY
FIRST
Among all Twin City stations
all-day-average Monday-Saturday
Latest
Nielsen** says:
WDGY FIRST
Among Twin City
independents
6 AM-12 midnight
Monday-Sunday
(NSI & total area, too!)
(Second only
to one station
on day-nite,
week-long
average )
Make sure you have the up-to-date Twin City
radio story. Times have changed, and so have audience
habits. Check the latest audience facts with
General Manager Steve Labunski or your Blair man.
Latest
Pulse*** says:
WDGY FIRST
\mong all Twin ( !ity
stations 12 nocm-6 I'M
Saturdays
FIRST
Among all independents
f> Win I'M Moii.-Fri.
6 AM-12 noon
Saturdays
(Only 4 share
points behind
top station
12 noon-n
PM Mon.- J
Fri.)
I
F
* Aug.-Sep. Hooper ** June Nielsen *** July-Aug. Pulse
Today's Radio for Today's Sellirv
WDCY WHB WQAM
Minneapolis-St. Paul Kansas City Miami
Represented by John Blair & Co.
Minneapolis-St. Paul • 50.0(11) watts
and almost perfect-circle daytime r<>\erage
President:
TODD STORZ
KOWH WTIX
New Orleans Orr.aha
Represented by Adam Young Inc.
SPONSOR • 10 NOVEMBER 1956
61
account "in order to resolve potential
competith e conflicts.
Recent agenc) appointments:
Buchen Co. for Pulmite, Simoniz drain
cleaner: McCann-Erickson for Rival
Packing on all media, effective 1 Janu-
ary : Calkins & Holden gets C. F. Muel-
ler account, macaroni and spaghetti
products; Marschalk \ Pratt Division
..I McCann-Erickson for Sabena Bel-
gian World Virlines; Earle Ludgin for
Zenith Radio Corp. to handle radio. t\.
phonograph and high fidelity instru-
ments; also going to Earl Ludgin i-
l.a-\ Washing Machine Division of
Murra) Corp.
Bryan Houston, New ^ ork. and
Stromberger. La\ cue. McKenzie, Los
Vngeles, have worked out an east-wesl
reciprocal servicing pact. . . . Two
Campbell-Ewald agency men have
turned tunesmiths with recordings
coming out on the Dot label thi-
month — but the ad angle has not been
overlooked. One of the tunes inspired
b\ title of Chevrolet dealers magazine.
"Friends." M. C. Miller, v.p.-group ac-
i ount superv isor authored "I Want My
Love ("lose By," and Jack Combs, mu-
sical director, wrote "Friends."
Petry standardizes two forms,
begins training course
Edward Petry & Co. has put into use
ii- new confirmation form to simplify
buying and selling. Prior to develop-
ment of new form, formal contracts
often weren't signed until completion
id the schedule. The form cuts down
mi man) long provisions formerl) em-
ployed, but it i- subject to conditions
of the \ MM I! and I V- contract and
station rate card.
Petrj also introduced a uniform
a ailabilit) form for it- radio stations.
I he form standardizes information
coming from the station in a simple-
to-use form.
In expanding ii> sei \ ices to stations
and for greater organizational efficien-
cy, the firm has also begun a school "I
radio and t\ procedure. Designed for
secretaries, the program is geared to
equip the ladies i" bettei assist sales-
men in handling business.
Richard O'Connell, president of
the company bearing his name, sees
increased use of radio i.d.'s in the spot
field. ... CBS Radio Spot Sales
representatives tin- week held a three-
day conference in Hollywood with
KNX-Columbia Pacific Radio Network
sales and program executives.
TV STATIONS
Report on Russian tv
by Jefferson Standard v. p.
Charles H. Crutchfield, executive
V.p. and general manager of Jefferson
Standard Broadcasting, reports t\ in
Russia is "incredibly bad." Just back
from tour of I .S.S.R., Crutchfield
found Hi)' < of Russian programing
consists of drama and music — the rest,
news and propaganda.
Russia currently has 12 stations with
five more due by the end of this year.
Set count estimate bv minister of cul-
ture is three million. ( U. S. Embassy
figures about one million, i
Tv applications: Between 29 Oc-
tober and 3 November seven applica-
tions for new tv stations were received
b\ the FCC.
They were made by: \ ideo Indepen-
dent Theatres, Inc., Oklahoma City,
Oklahoma, for Channel 8, Elk Cit\.
Okla., .712 kw visual, with tower 100
feet above average terrain, plant $37,-
!!22 and yearly operating cost $1 (><).-
000; Creemvood Broadcasting Co.,
Greenwood, Miss., for Channel 6,
I ireenwood. 30. 1 kw \ isual. w ill: lowei
• >17 feet above average terrain, plant
$144,000 and yearlv operating cost
$78,000; State Telecasting Co., Baton
Rouge, for Channel 56, Gulfport,
Miss., 21.47 kw visual, with tower 320
feet above average terrain, plant $60,-
120, and yearK operating cost $73,000.
Uso: Windward Broadcasting Co..
Kaneohe. Oahu. Hawaii, for Channel
II. Kailua, Hawaii. .52 kw visual,
with towel L'17 above average ter-
rain, plant si..")1)?, and vearlv operat-
ing cosl Sdii. duo: Portorican-American
Broadcasting Co., for Channel 7.
Ponce, Puerto Rico, .578 kw visual,
113 feel above average terrain, planl
$58,800, yearlj operating cosl $80,-
000: Midi i.ntineni Broadcasting Co.,
Sioux Falls, S. I >.. for ( ihannel 6, Re-
liance, S. I).. 53.2 kw visual, 1,112 feel
above average terrain, planl $224,100,
v earl) opera) ing cosl $90,000.
\nd I niversitj of I tah, Sail Lake
Citv. I tah, for Channel , (education-
al) 22.9 kw visual, with tower 3.067
ii el abov e av ei age terrain, plant S30 1.-
000, yearlj operating cosl $40,000.
Internal Revenue Service has
ruled that costs of applying for tv
channel are deductible — if FCC de-
clines the bid. . . . WRCA-TV, New
York, is programing Old, Old Slum
in late, late time , eriod. Silent films
were promoted through hiring of '20'a
style vamp, hansom cab and Russian
Wolfhounds to travel up and down
Madison Ave. . . . L'hf station nol
crv ing the blues is \\ \\ LP. Spring-
field. Mass. Bill Putnam, general man-
ager, expects sales to top $1 million
mark this \ car. \l the same time the
station announced resignation from
N \RTB saving that it didn"t feel
\ \RTB represents entire industry.
RADIO STATIONS
KYW promotion spurs
sponsoring of orphans
KYW. Cleveland, has started new
promotion to get community behind
orphan program. Di-k jockey, Wea
Hopkins, will start the ball rolling bv
taking charge of local orphan boy.
Idea is to stimulate other families to
take orphans on regular outings —
sports events, shows. Orphans will be
in the 8 to L5 age group.
Promotion will be tied in with Hop-
kins" regular four-hour dailv show and
outings will be organized by the sta-
tion. Civic organizations are excited
bv the plan. First K^W orphan party
is planned for Thanksgiving.
\\ NEW. New Vnk. look- back mi
decade of continuing progress through
radios eclipse years. Pioneering In
music-news format, has increased sales
87.6^5 over the past 10 years. Pasl
record year for station saw no sea-
sonal slump: summer business was
bolstered b\ sofl drink, tiavel and SUTi
tan lotion products. \\ M \\\ point- out
that not onlv have number of accounts
increased but percentage each account
IS -pending on radio i- greater todav
than in 1947.
\\ EKE. Cleveland, is now operat-
ing as 24-hour "newspaper of the air
during the city's newspapei strike, rhe
am-fm station is including birth no-
i Please turn page)
02
sroxsoH
|() NOVEMBER 1956
IF
Radio Tv is your business -
then this is for YOU
TIME BUYERS
ESTIMATORS
RESEARCHERS
STATION AND NETWORK REPRESENTATIVES
MEDIA DIRECTORS
ACCOUNT EXECUTIVES
SALES MANAGERS
HAVE YOU REGISTERED YET?
THE RADIO & TELEVISION EXECUTIVES SOCIETY
presents the 1956-57
Time Buying and Selling Course
NOVEMBER 13, 1956 — MARCH 19, 1957
SIXTEEN LUNCHEON SEMINARS ..LIVELY AND PROVOCATIVE...
OUTSTANDING SPEAKERS FROM THE ENTIRE INDl SIR) . . .
HOTEL SHELTON
TUESDAYS— 12:15 p.m.
LEXINGTON & 49th ST.
• Registrants— $3.00
Fir-t Session: Nov. 13
Non-Registrants— $4.00
r
Send with your check NOW to:
Time Buying & Selling Course
NAME
Radio & TV Executives Society
Hotel Biltmore. Madison Avenue
FIRM
New York 17, N. Y.
ADDRESS
REGISTRATION $10
tier-, obituaries, suburban and clubs
news as well as local and international
coverage. WERE-FM is even listing
competitive radio-tv schedules. All
Cleveland stations substantial!) stepped
up news programing during the news-
paper strike. . . . KITE, San Antonio,
issued own "extras" on the Middlc-
I .i-t situation. The station posted
mimeographed communiques in down-
town store windows within 20 min-
utes alter important bulletins were re-
ceived, scooping the newspapers. . . .
WIKE. Newport, \t.. station man-
ager Donald A. Thurston told AW RT
members that all stations should have
at leasl one woman commentator and
that the women s slant on news should
not be overlooked. He also said that
living habits have changed and home-
making is not necessarily of prime in-
terest today, while recipes are down-
right tedious to the ear.
COMMERCIALS
Analysis of the child
customer in relation to tv
"Motivations," published by Moti-
vational Publications, profiles the child
customer (age three to seven) and
suggests how tv commercials do and
should affect him in its November
issue.
How commercials affect a child: (1)
He believe- them. (2) He doesn't dif-
ferentiate between "claims" and
straightforward selling. (3) He often
accepts fantasy as the real thing, like
people Hying through air. (4) He
doesn'l like it and builds up resistance
to advertising when products don't
come through with promised miracles.
Mow to slanl commercials for a
child: ( I I He likes them funn\ but not
too much plot. ( 2 I He wants ritual, a-
in saturation campaigns, singing com-
mercial-, ad slogans and the opening-
closing routines on the Mickey Mouse
( lub -how. (3) He wants approval —
to be liked ju-t because he is a child.
National Audience Hoard survej
of t\ commercials will be held dm ing
the weeks of 2(> November. This is the
Board s d r -I commercials scanning and
results w ill be iead\ late in Dei embei -
( ommercials w ill be \ iewed and rated
b) \ .11 IOUS National C\\ LC gl oups.
Points to be watched for include effec-
tiveness, taste, length, and selling po-
tentials.
Time, Inc. is using a single two-
minute commercial in a test on its
WTHC, Hartford. 15-minute show.
Seems to be working out ver\ well.
Of all markets purchased. Hartford
tops the list in number of subscrip-
tions obtained. . . . The Professional
Laundry Foundation, Newark, has
started its Betty Best Campaign in co-
operation with regional advertisers on
both radio and tv in the Midwest.
NETWORKS
NBC in $3,500,000
color expansion program
NBC plans to spend three and a half
million dollars more on its color stu-
dios and facilities. Target of expan-
sion is production of two major color
tv programs per night for the upcom-
ing 1957-58 season. Currently NBC
TV is carrying at least one color show
every night of the week plus spectacu-
lars.
Eventually the network plans to pro-
gram almost all of its live shows in
color. Both New7 York and Burbank,
Cal., studios will benefit from new
color plans.
RKO Teleradio Pictures will earn
about $3,500,000 this year as com-
pared to $2,106,369 for' 1955. Regis-
tered this gain in spite of an expected
loss of around $1,250,000 in operation
of Mutual Broadcasting System. RKO
Teleradio owns 95' < of Mutual.
Network television programing
got a clean bill of health from the Na-
tional Audience Board in recent sur-
vey. NAB is made up of educational.
civic and cultural leaders. Question-
naires on a cross-section of shows were
sent in by members from 25 states.
Majorit) view of programing land it
was a large majorit \ I found the shows
entertaining, of high calibre, in good
taste and moving more toward use of
instructive content. . . . Mickey Mouse
dub is again at the top of the pile
according to Octobei \l!l'> report. The
\HC T\ show averaged 1 1.0 Foi the
week and reached over 1,300,000.
Compared with debut in L955 when
the -how ayeraged I 1. 3 and reached
I ,000 homes.
\HC TV's re-formated new- strip,
i Mondas through Fridav 7:45-8 p.m.)
has added Pan American World Air-
\\a\s as alternate Tuesday sponsor . . .
CBS Radio recent short-term sales in-
clude: American Home Products for
Chef-Boy-Ar-Dee with 16 five-minute
segments on six shows, and Pontiac
with 12 five-minute segments on four
-how -.
Premier of Giant Step, new CBS
TV quiz for youngsters, this week I 7 | .
brought General Mills executives Henn
W. Cox. manager of am-tv programs,
and Mary K. Ward, manager of am-tv
commercials, to New York to discuss
details. . . . CBS TV had added John-
son & Johnson to daytime list. Start-
ing 1 1 January J&J will sponsor seg-
ments of Garry Moore Show and Our
Miss Brooks. . . . Captain Kangaroo.
CBS TV child show, will add a daib
cartoon feature. "Tom Terrific," new
Terrytoon series, will be introduced
next \pril.
FILM
20th Century-Fox now
NTA film network partner
20th Century-Fox has bought one-
half of the NTA film network stock.
Motion picture company paid cash.
Deal gives the film network five pack-
ages of To pictures each with licensing
term of each package extending from
five to seven years. One package will
be released per year. NTA paving
$5,850,000 for each package, or $75.
mill average per feature.
These films are licensed to NTA for
I . S.. Canada and Mexican border
showings. Fox retains all theatrical
rights and has held back about 120
pictures — some of which thev intend
to remake.
While NTA will retain operating
management of the network, board
members will consist of two from 20th
Centur) Fox and two from NTA. The
motion picture company also retains
the right to sell other distributors at
a later date those packages that hav<
not vet reached the home screens — if
more monej is in the offing. < See storj
page 35. i
MCM buys into
third tv station
Loew's acquisition ol 25% of
KMGM-TV, Minneapolis, mark- th<
third independent station buj I"' th<
i Please turn i»i±<{
61
SPONSOR
III NOVEMBER 1956
"Tune in Your Time Sales" describes the benefits of the RCA House
Monitoring System. It points out that with such a system the tele-
vision station is better equipped for serving clients efficiently.
You can dial any local on-air signal . . . any studio signal wherever
you happen to be in the station. What a service to sponsors this is in
program planning! When a question is asked about other stations . . .
competing programs . . . you're there with the proof! In special pre-
sentation in your own studio, or in viewing commercials, it's a tremen-
dous assist to be as close to the "on-air" result as your nearest monitor.
Up to seven channels are available— tailored to your own special
requirements. You can flip the switch and bring in whatever your
client requires.
Fully rated for color, the RCA House Monitoring System is low in
cost and easy to install and operate. Complete technical description
of the equipment is included in this booklet.
Ask your Broadcast Sales Representative for a copy.
RADIO CORPORATION of AMERICA
BROADCAST AND TELEVISION EQUIPMENT CAMDEN, N. J.
Your Off -Air Signal
I J ■ I
-T.'
Film Preview
ft
m
+ Vv
Special Client Presen-
tation in Your Studio
In Canada: Wrile
RCA VICTOR Company
Limited, Montreal
mm-:^':miM-Mmms::m:-::: mmmmmmmmmmmmmmmmmmmmmmmmmsm
SPONSOR • 10 NOVEMBER 1956
65
5000 Walls Full Time
ALLARDCADILLAC COURTESY WILFRED GRAY - EUROPEAN MOTORS OF INDIANAPOLIS. INC
5000 Wall \ Daytimt
1 1 hi) K(
I )i \ \l< in, i /, ., a
I In- rated "horsepower" of your
selling mi ssage is up . . . 'I ou're
using "premium-power" on KSO.
Iowa's imii^i powerful independent
iii ion Musii . news and sports
continuous!) gives a "winners
circle' audieni e both da) and
night . . . Put tins premium power
In u ink fin \ mi !
950 A <
Indianapolis, Ind
\\ \LW is a "Bi« Iron" in Indian-
apolis' rapidly growing market . . .
Reall) "Hand" your sell home to
.i read) market of financially ca-
pable buyers . . . use WXLW's
"power-pack" of music and news
I a ogi amming from dawn to dusk.
<;<-t behind the wheel and ^et LOO
bonus miles of coverage around
tin- huh nf Indiana '
(„i ili, Facts from Yow .lam I PI IRSOA Rtprtstnlatiw
film firm. Deal also includes seven-
year lease of MGM feature library of
over 700 pre-1949 films to the station.
Other stations that MGM-TV has
bought 25% of are KTTV. Los An-
geles, and KTVR. Denver.
Trans-Lux Television v\ itb the re-
lease of four Christmas shows has
evolved a plan for reducing the cost of
seasonal color programs. Night Be-
fore Christmas, Christmas Through the
Ages, Christmas Rhapsody, and Santa
and the Fairy Snow Queen: shown last
year in b&w will be offered to stations
in color on a three-year term. I n-
limited use of the films during the
Holiday week will also be economy
factor. . . .
Guild Films has sold almost all its
series to KONO-TV, San Antonio. In-
cluded are: Liberace, Florian ZaBach,
Frankie Laine, Paris Precinct, Molly,
Janet Dean, Flash Gordon, and I'M
Looney Tune Cartoons. . . . James
Love Productions is new* name for
Lalley & Love.
RESEARCH
Two reports disagree
on daytime tv audience
By odd coincidence TvB's release of
Nielsen report <m da\time tv strength
was matched b) Bureau of Advertising
of American Newspaper Publishers
Assn. release of Hooper figures on the
same subject. So, you pa) your mone)
and you take your choice.
Nielsen data shov\s that over 7 of
every 10 homes are watching daytime
t\ for 2 hours, 45 minutes each week-
day. Period covered is 6 a.m. to 6
p.m. TvB president. Norman E. ('ash.
points out thai figures "Translate into
nearly 25 million daytime viewing
homes, more than the total t\ homes
just three years ago."
Report from Bureau of Advertising,
ANl'A. is titled "The Little Woman
who Wasn't There." Based on 25,866
interviews in six markets, the stud)
finds that the sets ma\ be on but the
housewife is often not in the room.
Figures: nol in the same room — one
quarter; in the same room but bus)
w ith other acti\ ities 14 to 2.")' i .
Hours covered were !! a.m. I<> I p.m.
The stud) goes on to estimate that the
housewife has onl) an hour or two be-
tween the hours covered t" watch t\
withmit interruptions. ^
66
M'ONSHU
III NOVEMBER 1956
Reps at work
Paul Maguire, NBC Spot Sales, New York, points <>ut llmt il is to
the advantage of the advertising agenc\ and its clients to allow
radio stations and their representatives adequate time to assist
them in achieving a successful campaign. "Selling and Inning
spot radio consists of more than simpl) selecting availabilities,"
says Paul. "Although spot radio
has great flexibility and can he
used at a moments notice, it
should not be bought hurriedly."
Maguire feels that the most suc-
cessful spot radio campaigns are
the ones which are carefully
planned and bought. He cites as
proof the recent spot radio suc-
cess of Lever Bros, with its Pep-
sodent Toothpaste campaign:
''You'll wonder where the yellow
went." The people at Foote, Cone
& Belding and at Lever Bros, did a great amount of research in de-
termining how spot radio could best be used to insure a successful
campaign. They followed through by allowing ample time for the
radio representatives to properly sell the stations which they repre-
sent, Maguire points out. Both Maguire and NBC Spot Sales see the
increase of such planning, but feel there must be more awareness.
Herb Claassen, H-R Television, Inc., New York, sa\s that with
the emphasis on stronger local programing in the daytime, coupled
with the increased number of prime network programs now being
offered during the daylight hours, tv viewers are enabled to watch
a continuous sequence of high-quality shows throughout the day.
"Furthermore," says Herb, "not
only are there more tv homes to-
day than ever before; but the pen-
pie in them are devoting more
daytime hours each week to tele-
\ i.-ion. It has been demonstrated
that these larger audiences are as
attentive to daytime tv fare as they
are to evening shows. No time-
buyer should overlook daytime
tv's pulling power. Witness the
fact that daylight tv is low-co>l
with ample availabilit) of com-
mercial time. Claassen points to full minutes and excellent station
break positions that, among other factors, have made this a medium
within a medium — as attractive as anything that can be bought in
the evening. In addition, he notes that more nationally and localh
known personalities have been drawn to make performances during
these hours — assuring greater sales impact for sponsoring product.
f 'v^i-Bfc. ""VtiMfa...
•'-,
nBMini
BMI's series of program
continuities, entitled "Meet
IIIJ music performers.
"Meet the Artist" comes
to you as a 15-minute —
scripts highlighting behind
IIIJ music business . . • the
stories of America's favorite
■j musical personalities ond
their song hits. The ma-
terial is factual, up-to-the-
minute and presented in an
ill easy, informal style. Disc
III jockeys will enjoy using it — ■
wL listeners will appreciate
hearing it.
mercial.
■■■■:. -'mm,,., 'mm,,. w>|
BROADCAST MUSIC, INC.
NEW YORK • CHICAGO • HOLLYWOOD
TORONTO • MONTREAL
You can't cover
America
without
MO NT AN A
Tke CcfttUtentat
Dtotde Station
KXLF-TV4
Metropolitan Montana
Top power 1 and 1/2
miles in the sky.
SPONSOR • 10 NOVEMBER 1956
07
Let's see ... at 6 :35 p.m. he was in Moscow for an
inside report on the Kremlin ... at 6 :52 he was back
in Dallas for a preview of the SMU-Notre Dame foot-
ball game ... at 8:00 he was in Marshall, Texas, for
an eye-witness account of a raging fire ... at 9:03 he
was in Cairo for the latest word on political maneu-
verings in the Middle East ... at 10 :58 he was in Des
Moines, Iowa, for highlights of a presidential cam-
paign speech.
Odd chap, Jim Wilson?
Not at all. Like thousands of other North Texans
that night, he was listening to WFAA news programs
that take listeners wht r< news is happening, when it
is happening.
WFAA
820
50,000 WATTS
570
5 000 WATTS
DALLAS
NBC • ABC • TQN
Edward Petrj & Co., Im . Representatives
WFAA Has the Most Extensive News
Coverage of Any North Texas Station
• Its stringer network links 37 North Texas
news correspondents in the most compre-
hensive system of regional news reporting
ever used.
. The WFAA Mobile Broadcasting Unit
gives direct coverage to every important
local news event with live broadcasts,
interviews, music pick-ups and tape re-
cordings— even walkie-talkie reports.
• Live network and wire service (AP and
UP) bring news of the nation and the
world.
No wonder WFAA leads all other stations in
North Texas in urban, village and farm
listeners, morning, noon and night.'
If you'd like this audience for your
customers . . . ask your Petry man
for details.
'Whan Study, A. C. Nielsen, N.S.I.
68
SPONSOR
1(1 NOVEMBER L956
What's happening in Government
that affects advertisers and agencies
WASHINGTON WEEK
10 NOVEMBER Depart me nt of Justice has the networks on its mind about a couple matters,
copyright i95« jnU tnere*g no gj„n ;t wiji act either of them soon.
SPONSOR PUBLICATIONS INC. »
Matter #1 is the Westinghouse-NBC sale and trade of stations. Matter #2, anti-
trust proceedings.
A Philadelphia grand jury is expected to come up hy the end of December with a
verdict on the issue whether NBC exerted improper pressure against Westinghouse in a
transaction involving their Cleveland and Philadelphia stations.
The grand jury is considering a criminal indictment.
Should that happen, Justice will have to decide whether to add a civil action.
Justice can still file a civil action if the jury fails to indict.
Justice officials have left little doubt thev will eventually move against the networks
on anti-trust grounds.
The FBI is currently investigating each suspected practice. Hence it is fairly certain no
suit will be started before July, or that anything will get to court before 1958.
This week the FBI is calling on network advertisers in New York.
Federal Trade Commission is moving on all cylinders against deceptive prac-
tices and false advertising claims.
As an example: for the 1 July — 1 October period of this year it filed 62 such
complaints.
At this rate the FTC figures to act on 186 complaints for the fiscal year ending 30 June
1957.
The year before the actual total was 150 cases and the vear before that, 84 cases.
Linked to all this is the Commission's current policy of stepping up enforcement of the
anti-trust laws and prosecution of anti-merger cases.
Four more questionnaires are being readied by the FCCs network study
group under Dean Barrow.
Recipients of the quizzes — each directed at a specific group — will be tv stations, ad
agencies, reps and program packagers.
Study group has held meetings with each of these groups but it now wants to get specific
facts and figures.
Looks as though the deadline for arguments in the 13 de-intermixture cases
before the FCC will be extended from 15 .November to 15 December.
Added time is to take care of an engineering snafu, under which the FCC had sought
to substitute new formulas for computing station coverage.
Industry engineers want to go back to the old methods of measure and the indication-
are that the FCC will go along with them now.
Edward T. Tait, who, at 36, is the youngest member of the FTC, has been
sworn into his new post.
He replaces Lowell B. Mason, a fellow Republican, the commission's strongest exponent
of voluntary industry action as against litigation in advertising complaints. Even if disposed
the same way, Tait's weight won't be felt soon.
SPONSOR
10 NOVEMBER 1956 69
MORE AUDIENCE THAN
ANY STATION IN SEATTLE
THAT'S WHAT
WNBF-TV, BINGHAMTON, N.Y,
DELIVERS DAY AND NIGHT
SEVEN DAYS A WEEK-AT
LOWER COST PER 1000.
YOUR BLAIR-TV MAN HAS
THE EVIDENCE FOR YOU.
*Also more audience than any
Station in Baltimore, Kansas City,
Buffalo, Minneapolis-St. Paul,
Milwaukee and other major
markets; at lower cost than
every station in eight out of
the ten major markets.
Telepulse, December 1955.
WNBF-TV
BINGHAMTON, NEW YORK
l@) Channel 12
ABC-TV • NBC-TV
operated by: Radio and T.Uvl.lon Dlv. / Trlanqla Publications, Inc. / 46th & Markat Sta., Phlladslphla 30, P».
WPIL- AM • FM • TV, Philadelphia. Pa./ W N B F - A M • F M • T V . Blnghamton, N.Y.
WHGB- AM. Harrleburo. Pa. / WPBO-AM • TV. Altoona. Pa. / WNHC-AM • FM • TV. Now Havan, Conn.
70
SPONSOR • 10 NOVEMBER 1956
RIGHT
For maximum impact in central and western Pennsylvania
the right two are WFBG-TV, Altoona, in combination with
Pittsburgh. 76,701 more TV homes than any other station
combination in the area. Less waste, less duplication, more
mileage for your TV dollar. For proof, ask your Blair-TV man
to show you the ARB, March 1956 Coverage Study — the most
thorough coverage study ever made in the industry.
OHLY BASIC CBS-TV STATION SERVIHG THE AREA
WFBG-TV
ALTOONA, PENNSYLVANIA
® Channel 10
ABC-TV • NBC-TV
Represented by BLAIR-TV
operated by: Radio and Television Dlv. / Triangle Publication*, Inc. / 46th & Market Sts., Philadelphia 39, Pa.
WFIL-AM'FM<TV, Philadelphia, Pa. / WNBF-AM • FM -TV, Blnghimton, N.Y.
WHOB-AM.HarrleburB, Pa./ WFBG-AM • TV, Altoona, Pa./ WNHC-AM • FM • TV.Naw Haven, Conn.
SPONSOR
10 NOVEMBER 1956
71
A roundup of trade talk,
trends and tips for admen
SPONSOR HEARS
10 NOVEMBER
Copyright 1956
SPONSOR PUBLICATIONS INC
Add this lo the list of frustrations an agency can encounter when it's got a
number of filmed episodes already in the can:
After swashbuckling Buccaneer bowed on CBS, it was noted that one of the characters
seemed to fall short of truly swashbuckling characteristics.
Buccaneer's audience leans heavily to youngsters, and mothers always have been super-
sensitive about such incongruities.
J. Walter Thompson, which administers the show for Sylvania, is uneasy about the
development and hopes the character's demise is close by.
Here's sponsor's ready-service scorecard on the three Livingstons (not related) work-
ing at NBC:
• Alan W. Livingston: v. p. in charge of tv programs, Pacific Division.
• Norman Livingston: director of NBC Radio Network programs.
• Jerry Livingston : writing the score for the Jack and the Beanstalk spec.
A top-rung agency is cussing the day it made its first under-the-counter deal
with a network affiliate to get its show put on.
The station had balked at accepting the network program because it had a local spon-
sor for the spot — a more profitable prospect, of course. So the agency agreed to pay the
difference between the station's card rate and network compensation.
At the time, it seemed like a good way to get desired coverage. But the after-effects
have been slightly appalling.
The station now wants similar arrangements for subsequent new shows. Moreover,
news of the bonanza has leaked out, and other stations are trying the same tactics.
Now that winter headaches are throbbing through the communications busi-
ness, the usual "let's-quit-while-we're-still •alive"' clubs are regrouping at lunch and
cocktail tables.
Which leads to the speculation: Do any of the l'm-gonna-quit fellows really ever set a
'"retirement" goal and shed their spurs at a moderate age? The answer is: A few do — but
not many.
Names that usually come to mind are such agency greats as Bill Benton and Chester
Bowles, and Ray Rubicam.
Then you think of Sid Ward, Roy Whiltier, diet MacCracken, Ev Meade.
Paul Kesten, Joe Ream, and Cameron Hawley.
Most of these withdrew in their forties or early fifties to "do what I always wanted to
do." For instance:
Benton and Bowles went into education and government; MacCracken and Meade, radio-
t\ directors of Doherty. Clifford, Steers & Shenfield and Y&R respectively, turned to teaching
and freelance writing; and Hawley (ex-Armstrong Cork), of course, has been authoring up
a storm (see SPONSOR 27 October page 35).
Some realK "bought that ranch." Joe Ream, the former CHS general manager, got
his acres in New Jersey; Whittier, the scintillating agency figure, bough! a patch in Maine:
and Rubicam. tin- copj and slogan giant, headed for Arizona.
Why don't more do it? The wistful vista is usually blurred by:
• Difficulty in giving up power and that good old expense account.
• Boredom. Savs one Madison Avenue cynic: "You can play just so much golf and
read just so many books — then what?"
72
SPONSOR • 10 NOVEMBER 195<>
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rwom
radio stations
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When you're making out that sched-
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THE KENYON BROWN STATIONS
Now under om ownarship and monogemenf
National Representatives JOHN BLAIR & CO.
SPONSOR • 10 NOVEMBER 1956
73
MEDIA SCIENCE
(Continued from page 27)
time for printed ads is six-tenths "I
.i second.
\\ hilt' much work lias to be done
before the ARF knows for sure the
"Communiscope' will work (sample
questions: Will older people require
a longer period of exposure? Should
plavback information be gotten right
after exposure to the ad or at the end
of the interview?) there is alread)
talk of its use for t\. Dodge figures
that six or eight Hashes of still- could
enable interviewers to get a playback
of a t\ commercial. Can the "Com-
muniscope" be used to compare the
effectiveness of an ad in a magazine
and on tv? Dodge wasn't sure but
he feci- that the device i- a step in
that direction.
TvB: Media comparisons ha\e bad
a long histor) in media promotion.
I hc\ have ranged all the wa\ from
crude attacks on competing media to
carefully-planned studies with the tech-
You can't cover
America
, without
MO NT AN A
Tke CwituwtM
Dtotde Station
KXLF-TV4
Metropolitan Montana
Top power 1 and 1/2
miles in the sky .
niques used open for all to see. Cost-
per-1,000 comparisons have been rife,
commonl) originating from the broad-
cast side of the media. While they are
useful, these figures, as in so main
cither cases of media comparisons, haw
often foundered on the rocks of in-
comparabilit) .
In its tv vs. newspaper studies. TvB
I eels it has latched on to a genuine
touchstone of comparability: It mea-
sures media usage by taking all the
families in the particular universe it
is measuring as a base. "By using
this measure," said Dr. Leon Arons,
TvB research chief, "we avoid getting
into a hassel about whether newspaper
circulation or ad readership is on the
same level with program ratings."
Vmong the data TvB has gotten is the
time spctit by the average familv with
tv and with newspapers (plus various
family breakdowns of this data) and
the number or percent of families using
l\ and newspapers by hours of the
da) .
Data on this subject covering the
Chicago metropolitan area was released
by TvB this year. (See sponsor's
1956 Fall Facts Basics, page 118).
The promotion outfit will soon make
public a similar study covering the
cntiie country. Both studies were
done b\ Pulse.
The national stud) also contains a
partial pantry inventory in which t\
and newspaper usage b\ consumers
can be compared with product usage.
Questions like the following will be
answered: Are heavy frozen food
consumers also heavy tv users?
The uncovering of data on product
usage and its correlation with media
usage will be stepped up by TvB next
year. The time-spent and percent-o|.
homes-using tvpe of data, while inter-
esting, has a limited usefulness to mosl
agenc) researchers. Moreover, admen
and e\cn the new-paper people them-
selves will readil) admit that people
spend more time with t\ than news-
papers. \\ hat admen want to know
is something more fundamental.
\ n . I something t ■ Fundamental is
what TvB is starting out to dig up.
i lene Va as, I \ B dine tor of opera-
t ions, -ti uck a note echoed b) man) in
the advertising profession: "There's
-till a helluva lot we don't know. Si u tl
that's reall) basic. I oi instance, how
do people absoi b product information
in the lii-l place'.'' \\ c know vcrv little
iIi-mi tin-. \\ hen does product infor-
mation reall) stick and when doesn't
it? What are the 'impactful' methods
of advertising, the "impactful" media?
How is the decision to buv actually
made? In other words, we want to
find out effective ways of reaching
people. \nd there'- color coming up?
\\ hen is the extra cost of color worth
it? How does color affect people?
These are all very big questions. Be-
lieve me, we don't expect to get the
answers in 1957. We'll be exploring
wav- ol getting this information. Pin-
ning it down will take vear-.
Science or hunch? There's a lot
more media evaluation going on than
is apparent on the surface. Media are
compared every day in ever) agenc]
in the country. Ever) time a decision
to buy space or time is made, there is
an assumption — conscious or uncon-
scious— that the medium chosen is
superior to others for the job at hand.
The real question is whether media
comparison i- onl) a matter for judg-
ment, intuition, common sense or what-
have-you or whether some objective oi
statistical measurements can be devised
which will remove some of the need
for judgment, intuition, etc.
Sometimes this can be put anothei
wav. Jcrrv Greene, media director for
\llrcd Politz Research, which has
studied audiences for Life, Look. Bet-
ter Homes and Gardens and, recently,
Rentier's Digest, declared, "strictl)
speaking, we feel our studies do not
cut down on the area of judgment. Ad-
vertising men shouldn't have to judge
what is essentiallv clerical or statistical
data, which i- what audience figure-
are. Judgment should be confined to
the creative side of media -election.
"Yuh can lissen to KRIZ Phoenix
while I fix dat drain!"
71
M'iin-oh
10 NOVEMBER 1956
Bui tliis can he reworded t<» mean (hat
judgment is still being used in areas
where it shouldn't really have to be
used, namely, in cases where the medi-
um hasn't adequately measured its au-
dience for the benefit of its customers.
Greene was talking about the pub-
lic side of Politz' work. \\ bile most of
the firms activities are confidential.
Greene was able to say that media eval-
uation is an important part of it. For
example, the firm has set up a number
of statistical plans to stud\ the elTect
of different media in different markets.
And there is often, at least implicity,
the factor of media evaluation in the
more general type of population study.
"We are continually finding out for
a big auto maker." Greene said, "how
many people get what ideas out of
what media. This firm is always ask-
ing itself the question: 'Should I use
tv less or more?' Now. we don't get a
Hat "\es" or 'no' from our survey. We
gel indications."
Greene said, however, thai there is
more concern with comparing media
in recent years and felt that research
is developing to refine methods of
doing that job.
The agency-operated panels and polls
arc a continuing source of the kind
of media information I'olitz gets from
its general population study. Research-
ers at J. Walter Thompson keep a
steady eye on the agency's consumer
panel. They can find out, for example,
what kind of families read ads and
what kind of families watch tv or
listen to the radio.
Y&R gets information like this from
its consumer poll. It is called a poll,
in contrast to panel, since the same
people arc not interviewed but a m-w
probabililv sample drawn each time
a stud\ is made.
"So far as media are concerned,"
said William Dignam, ^ &R's media re-
search director, "what the poll can do
for us is this: It measures people's
use of media, their exposure to media,
their attitudes and behavior toward
media. So far as I'm concerned, thi-
is the backbone of media evaluation.
1 don't like to use the term 'evaluation,'
because it implies we have enough
knowledge to evaluate media scien-
tifically, and we don't. But. bit by bit,
we're getting there."
The poll is the source of a tremen-
ous variety of data. It provides corre-
lations of media and product use,
duplicated and unduplicated audiences
to various media, breakdowns of these
audiences according to various famih
characteristics, time spent with various
media as well as answers to specific
problems that the agency seeks.
Cost-per-1,000: Numbers have al-
ways been an important source of in-
formation for comparing media. The)
have also been an important source of
dispute. The dispute is not as hot as
it used to be since there are a lot of
people with know-how in the advertis-
ing business who can use figures with-
out letting figures use them. Hence,
there is less fear among media sellers
that the media buyers go for the big-
gest audience or the lowest cost-per
1.000 and not consider other factors.
You can't cover
America
without
MO NT AN A
Tke Cottftomtol
Dunde Station
KXLF-TV4
Metropolitan Montana
Top power 1 and 1/2
miles in the sky.
in NASHVILLE, TENNESSEE
Beefs up sales !
"Well done," declares one of America's giant
meat packers, saluting the rare salesmanship
of wxix, Milwaukee's prime advertising medium.
L. Carli, advertising manager of Armour & Co.,
Frozen Meat Division, writes: "Having examined
our first year's results in the Milwaukee market, I
am happy to report we have made great strides.
Our television schedule on WXIX will be renewed . . .
and we sincerely hope the next year will be as
successful as last." Why not cut yourself a thick
slice of the select Milwaukee market with a top-
grade, low-cost schedule on wxix?
CBB iiu .,.,/ . r) i in . Milwaukee
!;■ pn .. riled by CBS TelevUi
SPONSOR
10 NOVEMBER 1956
75
Still, it must be recognized that the
advertiser has a legitimate interest in
how many people he can reach in a
certain medium and at what cost. A
typical comment on this subject comes
from ^ &R s Dignam :
"\\ e rank the efficiency of various
media, by which we mean the cost of
using them. This tells us how much we
can buy or have bought in one medi-
um as against another. Now, this
isn't what we are really after. The
problem is to find ways of describing,
through research measurements, the
differences that will permit us to know
when it will be more effective to use,
say, radio or magazines."
.lav Kliasberg, CBS TV research di-
rector, put it this way, "Since we don t
have a perfect measurement of adver-
tising effectiveness, we can't tell the
advertiser how much he will sell per
>l of advertising. So, he divides the
problem into two parts. First, he asks
himself, how main people can I reach?
I use the term 'people' loosely; you
can interpret it any way you want.
Second, he asks what will my adver-
li-ing do to the audience? This de-
pends on the copy, type of audience
and medium. So, your advertiser must
fall back on a combination of cost-
I hi - 1 .000 and judgment."
What price sales?: There was a
ureal moment in the history of adver-
tising when it occurred to some adman
that, since the purpose of advertising
was to sell goods, then, obviously, the
only way to compare media is to find
■ .lit which <me sells the most goods.
Toda\. in most cases, this is con-
sidered a dream. The idea has foun-
dred time aftei time because of the im-
practicability "I controlling a large
fflftC/ People are
Looking MOVt
Alabama's flgjfr
BIRMINGHAM
0
in Television
BLAIR-TV
number ol variables, for miles- all
variables but one ( the different media
tested i are controlled or kept constant,
the advertiser can never be sure
whether the sales results are due to
the effectiveness of a particular me-
dium or another factor.
This does not mean it cannot be
done. The example of how Kmil Mogul
tests media for Ravco auto seat covers
not only illustrates an apparently work-
able system but uncovers reasons wh\
it won't work for other advertisers.
I For details of the method, see "How
Kmil Mogul tests media weeklv for
Rayco," sponsor, 19 October 1951 1
In the Rayco system, the purchaser
fills out a card while waiting for his
seat cover or convertible top to be in-
stalled. The card asks "1. How did
you happen to come to Rayco? 2.
Have you ever seen or heard Rayco
advertising in newspapers? radio? tv?
3. Have you ever seen or heard Rayco
advertising anywhere else? If yes,
where? 4. What section of town do
\ ou live in?
The cards, along with sales figures
from each store, are tabulated by the
agency. Work sheets show total sales
b) medium (that is. the medium that
the customer said brought him into the
-tore), percent of total store sales by
medium and sales produced per $1 of
advertising spent in each medium.
The agency assumes that when a
person says a certain medium brought
him to the store he is usually telling
the truth, though many researchers
question whether the customer's mem-
or\ of how7 his decision was made can
be relied upon. Joel L. Martin,
Mogul's research director and the man
who worked up the media test method,
maintains that the consumer's memory
can be relied upon in the case of buy-
ing a product like auto seat covers.
He points out thai seat covers are
purchased "ii rare occasions, so that
when the consumer decides to lm\
them he can usuallv pinpoint the
medium thai finally spurred him to
come to Rayco.
Ibis situation is mil true of package
• ""I-. especiall) those like soap and
cigarettes, Martin said. These are
bought often and are advertised con-
sistent) so thai when it cannot be
determined, for example, whether
recent advertising or advertising in
the pasl motivated a consumer to buv
the product or -w itch to it.
I lit- method lias been ciiliei/ed >>n
the ground thai such variables as
copy, position and adjacencv are not
controlled. To Martin this is not im-
portant. If a newspaper ad pulls
poorly Mogul is not interested in the
fact that it did so because the ad is
positioned poorly. The abstract merits
of each medium is not what Mogul is
trving to find out, unlike many other
agencies who test media. What Mogul
wants to know is what particular
medium ( meaning what particular
station or newspaper ) is pulling best.
Actually, the agency has found out
that a combination of radio, tv and
nowspapers is better than any one of
these by itself.
To Martin, the proof of his method
is that it works. He has found time
and again that when the figures in-
dicate one medium is not pulling well.
a -witch to another one usuallv results
in over all sale- increases.
Despite the wariness toward media
testing by sales results, agencies have
b\ no means given up trving. Many
feel that advertising must go in the
direction of sales testing for rcallv
useful media evaluation.
And maybe it will vet. ^
You can't cover
America
without _
MONTANA
Tke CoittliieittQl
OUnde Station
KXLF-TV4
Metropolitan Montana
Top power 1 and 1/2
miles in the sky.
76
SI'ONSOH
Hi Mm \im i; 1956
Advertisement
Community Communications Center!
K\ John Popper and Bort Ferguson
Ha\e \ou e\er thoui'ht oi a radio
station as a communications center,
around which revolve all social, re-
ligious, economical, welfare, and civic
activities of an entire community?
Well, WDIA is that center, from which
emanates the centrifugal force that
motivates many of the functions in
these organizations and mobilize al-
most 43% of the population of the
Memphis area — which is Negro!
WDIA operates exclusively for the
Negroes in the Memphis area, who
comprise the largest single segment of
colored population in America. WDIA
regulates its complete round-the-clock
schedule to the interests of the Negro
community — and has a reputation for
civic betterment in inter-racial rela-
tionship.
Built On Service
The establishment of WDIA as a
communications center was possible
through one, and only one, funda-
mental— service! WDIA serves Mem-
phis Negroes individually and en
masse. Stars and staffs of "Glorv
Train," "Hallelujah Jubilee," "Gospel
Clock, and all denominational pro-
grams, announce choir practice, raise
building funds for new structures, and
aggregate large audiences for church
socials. In affairs of a strictly social
nature, WDIA uses its women's pro-
grams and news shows to publicize
parties, club meetings, and receptions.
Through this channel, WDIA main-
tains excellent public relations with
Negro home-makers, who are the con-
Bumer-buyers of a high percentage of
all groceries, drugs, and soft goods
sold in Memphis.
In addition. WDIA strengthens sta-
tion-community relations by fostering
all important promotions and charitv
events, from sorority dances to chitter-
ling suppers. Consequently, these as-
sociations contribute handsomely to
benevolent causes and civic projects,
which, frequently, combine, as in the
foundation of a school-transportation
-Wem for Crippled Negro Children.
They, also, co-operate with City Wel-
fare Agencies . . . and support, with
fantastic attendance, WDIA Benefits.
Humor To Pathos
Most Negroes are simple, direct, and
personal in their reactions. That's
why the) turn to WDIA as the answer
to their individual problems. Hun-
dreds of Negroes call weekly, to enlist
the aid of WDIA in the solution of
these misfortunes, which vacillate be-
tween humor and pathos. WDIA cen-
tralizes these cases in a department,
under the direction of Marie Wathen,
who received the 1952 Citizens Com-
mittee Award for her contribution to
Inter-Racial Goodwill — the Memphis
I rban League Certificate of Merit, in
1950, for outstanding service in pro-
moting racial understanding — and the
1950 Commercial Appeal Plaque for
distinguished service to the community
in the field of Journalism.
Mrs. Wathen interviews and inter-
rogates callers, then processes the re-
quests. She routes hundreds to the
Lost-And-Found Department, where
WDIA announcers solicit, over the air,
the return of articles, ranging from
billfolds and false teeth to red mules
and blue tick hounds! . . . yes, and
children, too! There was the three
year old boy, who wandered from his
home on Beale — to be located bj
WDIA listeners. And the fifteen year
old girl, who ran away from Manassas
Higb School — only to receive a firm
lecture from a WDlA Star, along with
a plea to rejoin her family. This per-
sonalized service may extend to con-
tacting relatives for a funeral — and.
thereby, reuniting many families, who
have been separated for years, due to
their inherent reluctance to read and
write. Or to securing blood donors to
save a life. Whatever the need, indi-
vidual or collective, WDIA meets it!
Economic Force
You can understand why Memphis
area Negroes respond to WDIA with
overwhelming acceptance — why they
consider WDIA their own station -
win they, annually, buy a quarter of a
billion dollars worth of produrl-.
recommended by WDIA stars. These
include:
Pet Jfiffc . . Golden Peacock
Cretne . . Blue Piate Foods . .
.Sal Hepatica . . Colgate Dental
Cream . . Folger Coffee.
If you are a manufacturer, wholesaler,
or retailer of grocery products, con-
sider these figures. The Negroes of
Memphis purchase over 64% of all
flour sold in Memphis — almost 68%
of all the canned milk — more than half
the mayonnaise — and various other
items, which run up as high as 80%. If
you are a drug dealer, study these rates.
Memphis Negroes buy more than 58%
of all laxatives sold — almost 56% of
the deodorants — half of the chest rubs
and about the same amount of tooth-
paste, to name a few of the high per-
centage sellers. WDIA is responsible,
in no small measure, for these high
sales records.
In moving South, industry has
placed on the payroll Memphis' heavi-
ly-concentrated Negro population, at a
composite salary, exceeding $250 Mil-
lion dollars. That means Memphis Ne-
groes have the highest, per capita in-
come, relative to white, of any Negroes
in the nation. They earn it — they
spend it — in Memphis! The tempera-
ment and the background of most of
those Negroes give them a willingness
to enjoy the present to the utmost, for
the future is uncertain. Therefore, it
is their nature to spend, in order to
enjoy. Now, added to that tendency,
there is a fierce racial pride and ambi-
tion to elevate their standard of living
to equal their earning power. They
turn to WD! \ for advice on how to
spend and what to buy. Stars on
\\ DIA, who are their idols and their
leaders, direct l\ influence the sales of
the major portion of a qnarter-billion
dollars worth of merchandise, yearly.
Memphis has the market' WDIA is
the medium! If you want buying ac-
tion, you want WDIA! With its 50,-
000 watt coverage, its popular Stars,
its ramifications as a community com-
munications center. \\DI\ can sell
your brand of products in a fabulous
volume to this specialized market. Drop
a note, on your letterhead, for the
specific information, dealing with your
line. Mention, also, that you would
like a hound copj of. "The Story Of
\\ Dl \."
\\DI\ is represented nationally l>\
John E. Pearson Company .
JOHS~PEPPER. President
BERT FERGVSON, General Manager
//ka^-*-/ "ft/re*. ■
HAROLD WALKER, Commercial Manager
SPONSOR
10 NOVEMBER 1956
77
MAKE YOUR MARK
IN THE
MOUNTAIN WEST
with KSL-TV..
Your brand will
make a better impression
when you cover this area which
ranks the equivalent to
19th in population,
23rd in families and
33rd in effective buying income
You get unduplicated domination of
26 counties when you use
the area station
KSL-TV
SALT LAKE CITY
• •pr.i.nt.d by Cti-TV Spot Sol..
Tv and radio
NEWSMAKERS
Robert E. Kintner, former president of
ABC, will join the new management team
of executive vice presidents reporting to
"NBC president Robert \\ . Sarnoff. kint-
ner. who resigned as \BC president a
month ago after policy differences with
top \B-I'T management, will serve as
"Minister without Portfolio" in the new
NBC cabinet. He has been given respon-
sihilit\ for coordinating NBC's active color plans and "will handle
other important staff duties as assigned 1>\ " Sarnoff. Born in 1909.
Kintner made a reputation while still young, writing a nationally-
syndicated Washington newspaper column with Joseph Vlsop before
World War II. He joined ABC in 1944 as a vice president, was
named executive vice president in 19 Id and president in 19 19.
kintner will start work at NBC on 2 January.
Ralph E. Head has been appointed direc-
tor of marketing and merchandising of
BBDO, Inc.. succeeding Lyle J. Purcell.
Purcell has resigned to become executive
vice president of S-M News. Inc. A long-
time retailing enthusiast. Head was owner
of his own grocery store from 1932-1938.
Subsequently he was associate editor of
The Progressive Grocer and a sales execu-
tive of The Carnation Company. He joined BBDO in I'M, as a
merchandising executive and supervisor, working on such account-
as Lucky Strike. Du Pont, Maine Sardine Industrv and Eagle Pencil
Co. He put to work many of the ideas he had gathered in his LO
years as director of the Point of Purchase Advertising Institute a
position he still holds. Head. 50 years old, is also the co-author of
the books Self-Sen ice Food Stores and Small Store and Independent.
Jerome R. Reeves becomes general man-
^SHBk ol kl>k\. Pittsburgh I.' \oveiubci
\ Beeves has been associated with WBNS-
5^"*% TV, Columbus, since 1949 when he left
•* w \\ BNS radio to join the station as a pro-
V ~" Jf^s^ gram promotion director. \ vear later he
^^4F*^ fl became program directoi and has held lh,i
A ■ <n fl posl Recipient of main pro
fessional honors. Reeves was awarded tht
1955 Thomas Viva Edison Ward for the best youth programing u
television. Beeves" most outstanding talents have been displayed iii i
bis original programing ideas and his success with developing chil
dren's shows. Beeves has also acted as film buyer For WBNS-IA
and has worked closel) with film companies throughout the country. !
lie has often been called in bv film companies, including NTA, a-
,iii expert consultant on television film programing and promotion
78
SPONSOK • 10 NOVEMBER L956
For busy two-headed time buyers
who buy in four station markets
of the
top
50 shows
Telepulse
of the
top
50 shows
*33
KLZ-TV outrates, outsells 'em
all in DENVER
Highest number of syndicated half hours sold.
13 of top 15 in both surveys are seen on KLZ-TV.
Highest rated local news, weather, sports and
children's shows.
jjc Highest rated nighttime network shows.
^k Highest rated daytime network shows.
Sharpen up your schedules with a potent
spot buy on KLZ-TV. Wire your KATZ
man or call Jack Tipton, General Sales
Manager, KLZ-TV.
CBS
DENVER
Denver's highest powered TV station.
Represented nationally by the KATZ Agency.
SPONSOR • II) NOYKMHI'.R 1950
79
SPONSOR
Tv's executive shuffle
Some nun interprel the recent series of changes in top
management at all three television network- as an indication
oi crisis in the industry .
Bui tt> us it is mere coincidence thai for .1 variety of reasons
top men at the three tv networks have resigned within a period
of two months. This is a young business now in an era of
rapid expansion. What is most remarkable about the stoi\
ot Pat Weaver. Robert Kintner and Jack Van Yolkenburg is
that all three held key posts for as long a time as they did
dining so dynamic and changing an era. All three played
vital roles from the pioneering days of network tv through to
today's last-moving adolescence.
It seems apparent that the new order at the networks, in
tune with the growing complexity oi the industry, will be
teamwork operation. This is the inevitable development in
an) business: There are always pioneers who blaze trails
with personal leadership on every level in the early stages,
followed b\ a trend toward management team operation.
Scientific media selection
We recommend that you read the article on media evalua-
tion in this issue (page 25). sponsok has sought to deter-
mine how close we're coming to scientific media choice.
There's ground for some optimism and perhaps the time is
ripe for us to update our two-year "'All-Media Evaluation
Study." We'd like your comments.
To Bee Arney
We enjoyed and appreciated your loyal and faithful ser-
vice to the \\KTB. your unfailing helpfulness to 11- and
other trade papers of the industr) whenever the occasion
ii ose. \\ e won't forget \ on. Bee.
THIS WE FIGHT FOR Spot radio business
is boomingnow. But still more advertisers would
use the medium to their own profit ij the facts
were known on what each company spends for
spot. (See ne\t s|'(iNS()H for (i progress report.)
IO SECOND SPOTS
Namesakes: American Tobacco's Hit
Parade cigarette is probably the first
new product to get its name from a
t\ show. // this starts a trend, tvatch
for Liggett & Myers to bring out a
neu brand called Gunsmokes.
Definition: " \ided Recall Interview"
is when your wife helps you remem-
ber next da) all the things you did
wrong at the part] last night.
Lucky: \\ In timebuyers should never
miss station parties: Hub limes. K&E
timebuyer, who married last Friday,
bad planned a Bermuda honeymoon.
In a drawing at a recent WHDH (Bos-
ton! party, be won first prize — trip
to Bermuda for two.
Overture: \\ RCA, New York, an-
nounces a new radio series titled. Poets
and Other People. Peasants, for in-
stance?
Mislettered: Stations that ought to
trade call letters — WARM, Scranton.
Pa., (av. yearly temp. 49.3°) and
KOOL, Phoenix, Ariz. (av. \early
temp. 69.4°).
Whoops! In Holland, where many of
its 70.000 licensed tv sets are in cafes,
television is reported to be "techni-
callv brilliant." Or maybe it's that
the stuff they serve in those cafes just
makes it seem brilliant.
Casting: New ^ ork agent for tv com-
mercials talent is looking for an actor
who sounds like a sogg) potato chip.
This'll call for a crisp decision.
Thrills: n PISTS— ADVERTISING
AGENCY. Be a part of an exciting
business. . . . Classified ad in /V. }'.
Times. And changing typewriter rib-
bons can be pretty exciting, too.
Definition: "Out-of-Home Viewing
is standing on the corner Hatching a
the girls go by .
Fish-eye view: Guild films an-t
nounces first underwater series proj
duced in coloi especially for t\ . calle
Kingdom of the Sea. Win m>| subl
title it : Pel flics to Pitches.'
Whoa! John Sasso, v.p. of <;. \1. B;is
ford Co., says too man) agencies sti
use horse-and-bugg) approach to tola
marketing. Could be he means this
survey s a ith the fringe on top.
80
Sl'0\s(||{
10 NOVEMBER IT)|
..NOT SEVENTEEN?
fES... WBRE-TV does have
a 17 County Coverage
Deed and power and trained news gatherers are the combination
lat makes WBRE-TV's News Coverage looked for . . . sought for
id bought in Hill Country, U.S.A. That's where WBRE-TV and
nly WBRE-TV delivers the daily doings of interest to each of the
jndreds of communities and to the millions of folks who live and
ork in these 17 Northeastern Pennsylvania Counties.
■nJM"*! BASIC BUY : National Representative : The Headley-Reed Co.
ounties Covered: LUZEBNE LACKAWANNA LYCOMING COLUMBIA
ZHULYK1LL NORTHUMBERLAND MONROE PIKE WAYNE
'YOMINC SULLIVAN SUSQUEHANNA BBADFORD UNION
SNYDER MONTOUR CARBON
TV Channel 28
WILKES-BARRE, PA.
^
Powerhouse oi the animal kingdom is the Rhinocerous
who can cover ground at the amazing speed ot 200
yards in less than 17 seconds.
-¥■ Adam Young, Inc. has successfully represented three outstanding
Bartell radio stations.
KCBQ
KRUX
WAKE
No. 1 All Day in San Diego * No. 1 8:30 A.M. to 6:00 P.M. in Phoenix * Headed For No. 1 in Atlanta
BECAUSE OF THIS SUCCESS, THE BARTELL ORGANIZATION HAS NAMED
YOUNG TELEVISION CORP. ITS REPRESENTATIVE FOR WMTV, MADISON, WIS.
* H O O P I
1
1
TELEVISION STATION REPRESENTATION
• home office: 477 Madison Avenue, New York 22, New York
New York * Chicago • St. Louts • San Francisco • Los Angeles ■ Boston
»
PO
17 NOVEMBER l»SO
40* ■ copy • $10 a y*ar
THE WEEKLY MAGAZINE TV/ RADIO ADVERTISERS USE
nothing succeeds like success !
%
m^
"***
ated by: Radio and Television Div. / Triangle Publications, Inc. / 46th 4V Market Sts., Philadelphia 39. Pa.
WFIL-AM • FM • TV. Philadelphia, Pa. /WNBF-AM • FM • TV. Blnghamton, N. Y.
WHGB-AM, Harrisburg, Pa./wFBG-AM «TV. Altoona, Pa./wNHC - AM • FM • T V, New Haven, Conn.
National Sales Offic e. 2 7 O Park Avenue. New York 17.
TV LAYS AN
EGG WITH NEW
FALL SHOWS
Imitative trend blamed.
Agency rv heads antici-
pate mediocre ratings
will force down show
costs, up show sharing
Page 25
Are spot radio
dollar figures
on the way?
Page 28
Third quarter
spot television
spending down
Page 32
Is adjacency
protection
now obsolete?
Page 38
DIGEST ON PA
■
HHM
^
1
V
*
■
•w
m
<,
s ■
Houston's Finest Facilities Help KPRC-TV Se
To have the Southwest's finest TV plant facilities- —
that's good. But to have these facilities manned 1>\ a group
ol seasoned TV specialists — with over TOO man-years
oJ 'I \ experience — that's even better! KPRC-TV delivers
Houston's finest local shows, top-rated NBC network
jramming, and superior syndicated film>. It all adds up
to this: The one Houston station thai gives you
more for your advertising dollai is KPRC-TV.
FIRST
I N
TV —
WITH
OVER
7 0 0
KPRC-TV
HOUSTON
CHANNEL
JACK HARRIS, Vice President and General Manager
JACK McGREW, National Sales Manager
Nationally Represented by
EDWARD PETRY & CO.
MAN-YEARS
EXPERIENCE
SEVEN DAYS A WEEK
IS
*
*Pulse: July-Aug. '56
REPRESENTED NATIONALLY BY GILL-PERNA, INC. New York, Chicago, Los Angeles, San Francisco
SPONSOR • 1, NOVEMBER L956
17 November 1956 • Vol. 10. Vo. 25
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
DIGEST OF ARTICLES
Network tv laid an egg
25 Fall entries lacked quality, say program experts. Three-network split ol
audience, competition from features makes peak ratings harder t<> reach
\r«' spot radio dollar figures on the way?
28 v,; ^ l,|a"" second of three steps to get spot radio dollar figures. New
step: -pending by product category, supplementing monthly dollar total
$100,000 for a local spectacular
30 Los Vngeles convertible sofa firm blankets Southern California area
with Christmas one-hour one-shot aimed at introducing new chair bed
Third quarter spot tv expenditures dip
32 TvB figures show 20$ decline over second quarter with seasonal factors
eited as main reason. Twelve-month total comes to nearly $400-million
Why "Operation Snowflake" added radio
37 l . S. Sleel bought spol this year for consumer promotion to induce
more retail tie-ins. Powerhouse radio approach was used 1>> HBDO
Is adjacency protection obsolete?
38 Multiple and alternate sponsorships along with product diversification
make- it harder to grant customary exclusivity protection to advertiser
FEATURES
48 Agency Profih
22 19th and Madison
52 New and Renew
62 News & Idea Wrap-Up
5 Newsmaker of the Week
58 Radio Results
90 Reps ai Work
44 S] -"i \sks
18 Sponsor Backsta
84 Sponsor Hears
9 Sponsor-Scope
92 Sponsor Speaks
54 Spot Buys
92 Ten Second Spots
14 Timebuyers at Work
88 Tv and Radio Newsmakers
81 Washington Week
*»
In Next Week's Issue
Yesterday's uglj duckling: spot radio
spol radio is surpassing all previous records. Here's wh> medium
man) thought was on downgrade has scored comeback
Month!) cosl and programing Comparagraph
Wanl thi i cosl of all half-hour i\ dramas? The cosl ol i
it show? See nexl week's special Comparagraph section
Editor and President
Norman R. Glenn
Secretary -Treasurer
Elaine Couper Glenn
Vice-President — General Manager
Bernard Piatt
EDITORIAL DEPARTMENT
Executive Editor
Miles David
News Editor
Ben Bodec
Senior Editors
Alfred J. Jarre
Evelyn Konrad
Jane Pinkerton
W. F. Miksch
Assistant Editors
Robert S. Solotaire
Lois T. Morse
Joan W. Holland
Erwin Ephron
Contributing Editors
Bob Foreman
Joe Csida
Art Director
Phil Franznick
Photographer
Lester Cole
ADVERTISING DEPARTMENT
Advertising Director
Arnold Alpert
New York Manager
Charles W. Godwin
Midwest Manager
Kenneth M. Parker
Western Manager
Edwin D. Cooper
Promotion Manager
Mort Winthrop
Production Manager
Jean L. Engel
Advertising Staff
Marilyn Krameisen
George Becker
Diane Ely
Administrative Coordinator
Catherine Scott Rose
Circulation Department
Beryl Bynoe
Emily Cutillo
June Kelly
Accounting Department
Laura Oken
Laura Datre
Readers' Service
Betty Rosenfeld
Secretary to Publisher
Carol Gardner
Member of Business Publications
Audit of Circulations Inc.
GS1
SPONSOR PUBLICATIONS INC.
combined with TV. Executive, Editorial,
Circulation and Advertising Offices: 40 E.
49th St. (49th & Madison) New York 17,
N Y. Telephone: MUrray Hill 8-2772.
Chicago Office: 161 E. Grand Ave. Phone:
Superior 7-9863 Los Angeles Office: 6087
Sunset Boulevard. Phone: Hollywood 4-
8089. Printing Office: 3110 Elm Ave.,
Baltimore 11, Md. Subscriptions: United
States $10 a year. Canada and foreign
$11. Single copies 40c. Printed in U.S.A.
Address all correspondence to 40 E. 49th
St., N. Y. 17. N. Y MUrray Hill 8-2772.
Published weekly by SPONSOR Publications
Inc. Entered as second class matter on
the 29 January 1948 at the Baltimore
postoffice under the Act of 3 March 1879.
Copyright 1956
Sponsor Publications Inc.
KTHS
(LITTLE ROCK)
Prances Into COLT, Too!
KTHS — Basic CBS Radio in Little Rock — does a
tremendous job there, and in most of the
rest of Arkansas, too!
For example — KTHS delivers Colt (Ark.), a little
Francis County town that's a good 100 miles
from Little Rock. Colt is one of hundreds
of smaller Arkansas communities that com-
bine with Metropolitan Little Rock to give
KTHS interference-free daytime coverage of
3,372,433 people!
Let your Branham representative give you all the big
KTHS facts.
KTHS
50,000 Watts
CBS Radio
BROADCASTING FROM
LITTLE ROCK, ARKANSAS
lepresented by The Branham Co.
Under Same Management as KWKH, Shreveport
Henry Clay, Executive Vice President
B. G. Robertson, General Manager
SPOxNSOR • IT NOVEMBER 1956
The Station KTHS daytime primary (O.SMV M) area
has a population of 1,002.758 people, of whom over
100. 000 do not receive primary daytime service from
any other radio station . . . Our interference-free
daytime coverage area has a population of 3.372.433
YANKEE DIVISION
RKO TELEEADIO PICTURES, INC.
is proud to announce
the appointment of
the noted author, composer
and recording artist
Frank Luther
(whose 3,000 recor
ds have sold 65,000,000 cop
lesj
Children
as full-time consultant
for
in Programs - Public Affairs
at
WNAC — WNAC-TV
BOSTON
U. I II CBS TV network, the Theatre Guild will present its
On November 21, on the full CB S-TV ne ^ ^^ ^ boo
of the week
Hal Davis: from dj to television v. p.
VpparentI) Gre) \dvertising believes in the adage thai il you
want something done, call on a busy man. \\ hen il came to adding
a vice president of radio and t\. the} called n ] >< . n one of the busiest
Hal Davis. 41-year-old pioneer in t\ program promotion.
Between now and the middle of Januarj when he reports to Mired
Hollender, v.p. in charge <>l radio and t\ at Grey, Davis will be
winding up Ids bustling, ll-year career with Kenyon & Eckhardt
where he is v.p. and promotion director, plugging sale cd a record
album I recorded by his orchestra
conductor father. Eddie Davis for
the benefit of the American (lan-
cer Society i. and traveling the Far
Bast as manager of Benny Good-
man s six-week tour for ANTA
and the I . S. State Department.
The tempo of his life certainh
will not slacken when he comes to
Grey. That agency, which todav
has total billings of about $40 mil-
lion with 359? <>f it in tv, is aim-
ing at 50' 1 tv billings before long.
"We need top executive help in
broadcasting." sa\s Hollender. "and that's why we went for Davis.
\\ c consider him a creative, all-around advertising man. We're
putting him on the Planning Board so his influence can be felt on a
broad basis at the agenc\ ."
Davis can hardly wait to get started. "Now I'll be involved in
buying shows." he says. Up to now. he's been promoting them
but as few others have managed to do. The concept he brought to
t\ was: \ ou don't stop when you bin a propert) -that's just the
beginning. Davis firmly believes that merchandising the show or
^tar can spell the difference between success and failure. Ed Sulli-
van, Vaughan Monroe. Julia Meade — all personalities he promoted
— prove him right. I )a\ is wrote the plan that took Sullivan to the
hearts of Americans. The plan: "Go to the local community, find
out what project the people are interested in. then introduce your
star personality and let him help them do it."
Davis never went to college. His career began with an accordion
when, at 15, he went on the road with a band, playing one-nighters
across the country. In 1935. he went to CBS as a page boy, moved
up to a news and publicity post. He also ran one of their d.j. shows
with permission from no one but the regular d.j.. and got awaj
with it for two \ears since not main brass are around at 8:45 on a
Sunda) morning. It ended suddenlv though one daj when a sur-
prised Bill Lewis, v.p. in charge of programing, walked in.
Davis went back to promoting — Columbia records, Bennj Good-
man, and even oranges and shoes. He served in the \a\\ from
1942 to 1945, when he joined K&E. "Over there. I came to respect
Grey as a good and tough competitor. I'm glad to join them." ^
SPONSOR
17 NOVEMBER 1956
12.8 Afternoon
Spots Available
on KCRA-TV
The Senator says, "It's in the
Book!"
ARB credits KCRA-TV with a
Noon to 5 P.M. average rating of
12.8, an average Share of Audi-
ence of 75.5%.
In this four-station market no
other station leads KCRA-TV in
any quarter hour of this time
period.
Choice station breaks and one-
minute participations are still
available at low afternoon rates
Petry has the book that shows
how strong day and night pro-
gramming has made KCRA-TV
the highest rated NBC station in
the West
•All ratings compiled from Sacra-
mento Television Audience ARB:
June 2 8. 1956
KCRA-TV
CHANNEL 3
SACRAMENTO, CALIFORNIA
100,000 Watts Maximum Power
represented by
Edward Petry ft Co.
Typical of Cleveland's economic character is this photo of the Cuyahoga River
industrial plants, fast modern highways, river transportation, and railroads.
An X-Ray machine tests a jet engine part for internal
flaws. Cleveland is a center of development of air-
craft equipment and fuels and is the nation's largest
producer of jet engine parts.
Cleveland-Hopkins, already the world's largest municip
port, is being further expanded to the tune of $2" n
This new terminal building was dedicated last spring.
About 750 vessels (of which the Humphrey is the larg(
Cleveland's port and dock facilities. A $50 million
improvement program will be completed in 1957 to
modate increased shipping expected from the St. Li
Seaway development .
Cleveland blast furnaces produce pig iron for midwest iron
and steel industry. Cleveland area now supplies about 3% of
the nation's total industrial capacity; expects to double that
percentage when the St. Lawrence Seaway is completed.
THE BEST LOCATION IN THE NATION
Cleveland is in the center of the great Northern
American market. Within 500 miles is 58% of the
population, 67% of the nation's manufacturing
plants producing 74% of all the country's products,
and 79% of America's payroll.
The nation goes to Cleveland for one-fifth of
its vacuum cleaners, one sixth of its bolts and nuts,
one-sixth of its tractors, nearly 10% of its machine
tools, and within the Cleveland area are more than
3000 industrial plants turning out a full two-thirds
of many types of products manufactured in our land.
An industrial center since the Civil War, Cleveland
is at the start of another upsurge in industrialization.
Two Storer stations are located in this so-
strategic city to any national advertiser. Each is
dominant in its respective field, and both deliver
audience at the market's lowest cost per thousand.
For radio, WJW; television, WJW-TV (CBSi.
STORER
BROADCASTING
COMPANY
WSPD-TV WJW-TV
Toledo, Oliio Cleveland, Ohio
WJBK-TV WAGA-TV WBRC-TV KPTV WGBS-TV
Detroit, Mich. Atlanta, Ga. Birmingham, Ala. Portland, Ore. Miami, Flo.
WSPD
Toledo, Ohio
WJW WJBK
Clevelond, Ohio Detroit, Mich.
WAGA
Atlanta, Go.
WBRC
Birmingham, Ala.
WWVA WGBS
Wheeling, W.Vo Miami, Flo
118 East 57th Street, New York 22 • Murray Hill 8-8630
SALES OFFICES
TOM MARKER — vice-president and national sales director
BOB WOOD — national sales manager
LEW JOHNSON — midwest sales manager • 230 North Michigan Avenue, Chicago 1 • Franklin 2-6498
GAYLE GRUBB — vice-president and Pacific coast sales manager • 111 Sutter Street, San Francisco • Sutter 1-8689
// you are buying
you cannot afford to bypass
1. A CBS STATION whose nearest competitor
delivers only about one-half the audience
2. A COST-PER-1000 no competitor can touch
3. 211,944 RADIO HOMES
Source: Area Pulse Study September, 1955
A BILLION DOLLAR
MARKET SERVED
IN ITS ENTIRETY
ONLY BY
W N B F
BINGHAMTON, NEW YORK
CBS-RADIO
Represented by JOHN BLAIR & COMPANY
operated by: Radio and Television Dlv. /Triangle Publications, Inc. / 46th A Market Sts., Philadelphia 39, Pa.
WFIL-AM* FM'TV, Philadelphia, Pa. / W N B P - A M • F M • T V , Blnghamton, N.Y.
WHOB-AM, Harrleburg, Pa. / WFBG-AM • TV, Altoona, Pa. / WNHC-AM • FM • TV, New Haven, Conn.
8 SPONSOR • 17 NOVEMBER 1956
Most significant tv and radio
news of the week with interpretation
in depth for busy readers
SPONSOR-SCOPE
17 NOVEMBER ^ tjie n ra<3i0-tv season started to shake down this week, it hecame increasingly
Copyright 1956 _ .
sponsor publications inc. clear to sellers that there's now a new high in complexities that not only will chal-
lenge them but their opposite numbers — the buyers — as well.
Problem No. 1 is sheer communications inside and out the agencies. "Meet-
ing-time" has become such a ravenous consumer of attention that routine duties often get
side-tracked for days. Up and down Madison Ave. (and its equivalents in Chicago, Los
Angeles, and elsewhere) you hear the analogy of the glacier that pushes everything before
it — the "meeting" that pushes regular work into nighttime work, the nighttime overload that
becomes a briefcase load, and the creative load that just gets shoved over the horizon
altogether.
So sellers feel that buyers really haven't time to listen to, appraise, and take
advantage of all the new opportunities that develop within a medium — especially
radio and tv.
How to stop the glacier? This week both parties are dreaming up brakes (which will
be reported here as they are devised).
Problem No. 2 is radio-tv's inherent statistical confusion, most vividly described
b) the old vaudeville joke: "Don't shoot into that tree; you may hit your ancestor."
Increasingly reps are finding that they can't knock down one set of ratings without
damaging their own sales story 10 minutes later.
The fellow who counters Pulse figures with ARB data may find his situation reversed
almost in the next pitch.
Reps thus nominate ratings as the biggest immediate headache — not only as
a matter of pure statistics, but also a matter of psychology: For timebuyers tend to cherish
their favorite scriptures dearly; arguing against them is sheer sacrilege.
Along with its complexities (see above), this fall also is bringing opportunities
of an almost unexpected sort. Most notable: Institutional radio advertising at the
state-regional level.
Cattlemen are now setting up local "councils" to stimulate beef consumption (previously
such institutional plugging had been mainly national). One of these relatively new groups is
the Florida Beef Council, composed of members of the Florida Cattlemen's Assn.
FBC bought its first schedule via a minute spot compaign on W»GTO, Haines City.
Now that NBC Radio has squared away its revamped programing schedule and
system of local commercial availability, the next move will be to fire up sponsor inter-
est and pour on audience promotion.
National advertisers will like the plan because 1) it gives them an opportunity to buy
more of a prime radio commodity — news — on a national scale, and 2) move in by the
participation route on a two-hour string of afternoon drama.
Advantages to affiliated stations are: 1) they may sell any open commercial posi-
tions in the network programs, subject to network recapture, and 2) one-minute com-
mercials may be sold in chain breaks, which are to be extended to 70 seconds.
Highlights of the revised programing setup, which takes effect 18 January, are:
• Five-minute national and international news programs on the hour over the full network
SPONSOR • 17 NOVEMBER 1956
^ SPONSOR-SCOPE continued . . .
every day and night of the week from 7 a.m. to 11 p.m.
• Monitor, currently a Saturday and Sunday night service, expands to include Friday
night (8 to 10).
• Three blocks of daytime programing (composed of a strengthened Bandstand) in the
a.m.; and an hour of a personality show and two hours of drama in the afternoon.
Meantime Leonard H. Goldenson, AB-PT president, and Don Durgin, ABC
Radio vice president, meet with the network's affiliate advisory committee this week
to discuss programing properties for the future.
Television viewing still is on the rise.
The A. C. Nielsen report for the 28 September-5 October period indicates:
Average viewing for all homes was 4 hours and 43 minutes per day. The year before it
was 4 hours and 28 minutes.
Sets tuned in at night this September averaged 26.7 of all sets. For the same period
last year it was 22.7
Daytime tune-in increased by about 1%.
Which is the "best" tv night? Which gets thr bigrrest audience, the bisgest time-
talent outlays?
Harking back to radio, there ivas a pat answer: Sunday and Tuesday, with Thursdav
as runner-up. Friday and Saturday traditionally were off nights, with Saturday having the
especial distinction of being reserved for corn and hillbillies, products to alleviate the ails
of the aged, and — as the nijrht wore on — dance music for youngsters coming from the movies.
But the answer to "what is tv's best nieht" is: Every night. So say the figures:
The average national audience per minute from 7:30 p.m. to 11 p.m. fas processed
for SPONSOR-SCOPE bv CBS TVs research department) stacks up this way: Saturday.
62.8: Tuesday. 62.1: Wednesday. 61.8; Sunday. 60.6: Monday. 60.2: Thursdav, 59.3; and
Friday. 58.5.
But the aggregate money spent on network nighttime programs tends to show
more variations than the viewing pattern.
Based on sponsor's latest estimates (3 September 1956). the bill for network sponsored
programs adds up thus:
Wednesday. $682,000; Tuesday, $679,000: Saturday. $646,000: Sundav, $618,000;
Thursday, $572,000; Friday, $527,000; and Monday, $431,000.
American Tobacco apparently thinks it's had four good years out of Private
Secretary and that it's time for a change.
For at least six weeks next spring the new co-occupant with Jack Benny of the NBC
Sunday night period will be the Marge and Gower Champion Show — in which Benny has a
personal interest.
Another program that American had been looking at carefully is The Adventures of a
Model, starring Joanne Dru.
After sponsors saw how Robin Hood was running off with sizable ratings last year,
a vogue for costume dramas started. This week it's apparent, though, that Robin Hood
remains as elusive in real life as on the screen. The newcomers can't catch him.
Agency comment on "Sir Lancelot," "Buccaneer." and "77th Bengal Lancers" is that the
quality is O.K.; but that they have the misfortune of being pitted against other action shows
or established situation comedies.
Moreover, the plots sometimes lack believability, and viewers apparently have a lower
saturation point for historical hijinks than for westerns.
One other viewpoint: the possible handicap of simple black and white tv.
10 SPONSOR • 17 NOVEMBER 1956
SPONSOR-SCOPE continued . . .
Much gemutlich feeling is being generated in both radio and tv these days by
beer. That's because underneath the glistening suds a real battle is fermenting between
national and regional brewers.
The underlying cause for this stepping-up of beer ad money is changing the marketing
process.
To simplify what's happened: The brewery — especially the national type — juit
hasn't the control it once had over the distributor.
The latter has had to expand his line to contend with rising costs; he no longer con-
fines himself to handling beer; he tries to carry a full line — pop, fruit drinks, soda, any
beverage available to him.
In beer he'll now distribute a national brand, a regional brand, and maybe a local brand.
This makes for divided loyalty.
Time was when a national brand could look to his distributor to do a lot of wheedling
and dealing in his behalf. No more — the distributor has too many types and brands for
such concentration.
National brewers — several of whom are having tough sledding — plan to do what the
regional and local beers have been doing for some time: more pre-selling — and that's
advertising. Brands to watch: Pabst, Blatz, and Miller. (Miller had an added problem:
It expanded very fast and now has to police the territory it won.)
The cigarette industry is up against the same problem that plagued the old
woman who lived in a shoe — lack of retail space.
Brands have multiplied so fast that storekeepers are inclined to greet a salesman offer-
ing a new one with: "Where do you expect me to put 'em? You've already eaten me out of
all display space."
The statistical basis of the storekeeper's gripe and the manufacturer's concern:
In the year following the war there were but nine major brands; today 34
could be classed that way.
Filters and mentholateds have added immensely to the tonnage. The fellow who
quits advertising now goes under the counter instantly. Like beer (see above), ciga-
rettes are making radio and tv very happy.
In approaching the frozen food industry for radio and tv advertising, it's helpful to
keep this in mind: The frozen food business is one that requires a lot of capital,
hence a lot of thought in making outlays.
Last week, L. S. Martin, secretary of the National Assn. of Frozen Food Packers, cited
a sales figure of $2-billion for his industry, which figures out to roughly 4% of the money
spent on food in the U.S.
Clearly, the industry's scientific and manufacturing advances still are outpacing risk
capital. It takes a lot of investment to keep the goods properly stored, displayed, and pro-
moted up and down the distribution pipeline. As for the consumer, the decision between
frozen-food quality and convenience vs. fresh-food price is a delicate one. It's a ticklish busi-
ness, in all, where amateur advertising approaches haven't a prayer. Note the number
of mergers recently.
Soaps for washing machines constitute only slightly over 10% of the pack-
aged soap market, but advertising-wise they continue to get hefty attention. That's
because 1) the market for these products is growing, 2) they are a specialty soap, and 3)
manufacturers can't afford to miss the bandwagon at this stage.
Note how the pioneer of home washing machine brands — ALL — once had something
like 8% of the entire packaged soap field before the giants moved in. That dropped ALL's
ratio (though, of course, the market is much bigger than before).
Now battling for their share are Dash (P&G), Ad (Colgate) and Vim (Lev-
er), to say nothing of the smaller brands.
The kind of stakes this game takes are exemplified by the chips P&G has shoved out:
between $9 and $10-miUion.
SPONSOR • 17 NOVEMBER 1956 11
SPONSOR-SCOPE continued . . .
CBS Radio is hitching up its selling und promotional efforts toward bigger
nighttime alter the first of the year. As is, substantial headway already has been made
in that direction.
Here's an index of the progress in the sale of five-minute units:
1) At the end of September such units totaled 119.
2) By the end of the year, the figure will top 180.
CBS Radio, incidentally, plans to release its billings for 1956, the first such
information made available since PIB ceased posting network radio figures. It all adds up
to this: Network radio is getting a big push on all fronts. (For NBC-ABC doings,
see page 9.)
Marshall Lachner, Pabst's new president, gave the Grocery Manufacturers of Amer-
ica's convention something to think about this week when he said this:
To meet current competitive and distribution situations, it may be wise to swing away
to some extent from national advertising and concentrate more on regional and
local promotions.
In his own case, Lachner hopes to retain a franchise in the Wednesday night fights on
ABC, but he wants to cut back from Pabst's present half-share to one-fourth.
Reason Lachner wants to retain this last vestige of Pabst's connection with network
tv is that 28% of the beer business is in taverns.
If the International Boxing Club agrees to this once-a-month arrangement, Lachner
will have established an innovation for participating in network sponsorship.
Coca Cola, though in a different beverage line, is apparently veering its ad thinking
in a similar direction to Lachner 's. Coke is considering cancelling its twice weekly Eddie
I i.-her stand on NBC TV in February and channeling the $3-milIion to local television.
NBC TV's product protection arrangement with Kraft Foods on four daytime
shows may turn out to be the net's first step towards solving exclusivity problem.
Under the deal which covers Modern Romances, Comedy Time, Matinee Theatre and
Tic Tac Dough, NBC accords Kraft products protection only on the day that Kraft sponsors
these shows. That day is Thursday.
NBC remains free to sell time on any or all of these shows during the other four days
of the week to competitors of any of Kraft's 21 products. Incidentally, Kraft's billings on
this daytime swathe will run around $2,200,000 on the year. (For a full analysis of the
exclusivity problem, see "Is adjacency protection obsolete," page 38.)
Bristol-Meyers has moved into the field of feature film sponsorship with
broader scope than any other national advertiser.
Markets already closed are Philadelphia, Binghamton, New Haven, Altoona and New
Orleans. Under negotiations are several other markets, including Los Angeles.
Most of the deals involve full ninety-minute sponsorship of top quality products.
Negotiations between the networks and AFTRA on a new tv contract were, but
for a few minor details, all wrapped up at SPONSOR-SCOPE's presstime.
The radio contract had been settled a couple of weeks ago.
For other news coverage in this issue, sec Newsmaker of the Week, page 5; New
and Renew, page 52; Spot Buys, page 54; News and Idea Wrap-up, page 62; Washington
Weel page 81; sponsor Hears, page 84; and Tv and Radio Newsmakers, page 88.
12 SPONSOR • 17 NOVEMBER 1956
WHB first all day and night.
WIIB first 360 out of 360
quarter-hours. In and out of
home, Mon.-Fri., 6 a.m. -mid-
night.
Latest
AREA PULSE
WIIB first all day. WHB
first 263 out of 288 quarter-
hours. 25 second place % 's,
none lower. Mon.-Sat., 6
a.m. -midnight.
Latest
AREA NIELSEN
WHB first all day and night,
with 42.7% share of audi-
ence. WHB first every time
period. Mon.-Sat., 6 a.m.-
>i p.m.
Latest
HOOPER
W UP, first all day with
15.6$ of audience. Mon.-
Fri., 7 a.m. -6 p.m.; Sat. 8
a.m. 6 p.m.
at WHB... 87% renewal
879? "' WHB's I" largest hilling local accounts in
1955 . . . have renewed in 1956 . . . with several
contracts ye1 to come up for renewal!
Sure, Willi dominates Kansas City on everj national
survey. Sure, Storz Station music, new- and ideas
attract tremendous audiences— which in turn attract
advertisers. But it takes results to make local
advertisers come back for more. And WIIB is
Kansas City's results station. So much so, that Willi
has a higher percentage of renewal- lor both local and
national advertisers than anj other Kansas City
radio stations. Talk to the man from Blair, or
WHB Genera] Manager, George W. Armstrong.
WHB
10,000 watts — 710 kcs. Kansas City, Missouri
Today's Radio for Today's Selling
WDCY WHB WQAM
Minneapolis-St. Paul Kansas City Miami
Represented by John Blair & Co.
President:
TODD STORZ
KOWH WTIX
New Orleans On-.alia
Represented by Adam Young Inc.
Sponsor • l , no\ ember L956
L3
WHLI
"THE VOICE OF LONG ISLAND1
SELLS
BIG
INDEPENDENT MARKET
NASSAU COUNTY
BUYING INCOME
Per Family
$8,187
• 3rd Among U. S. Counties
GIVES
BIG
BONUS COVERAGE
(Nassau, parts of Queens, Suffolk
and Brooklyn.)
POPULATION 2,903,765
NET INCOME $6,132,673,150
RETAIL SALES $3,268,444,450
Data Source: Sales Management
DELIVERS
BIGGEST DAYTIME AUDIENCE
in the
MAJOR LONG ISLAND MARKET
According to the most recent Pulse
Survey. ..one station ... WHLI has a
larger daytime audience in this
market than any other station!
WHLI
HEMPSTEAD
LONG ISLAND, N. Y.
AM 1100
FM 98 3
PAUL GODOFSKY, PRES AND GEN MGR
JOSEPH A LENN. EXEC. V P SALES
Represented by Gill Perna
Timebuyers
at work
Frank Marshall, J. Walter Thompson Co.. New "i ork. notes that the
subject df .")().()()()- watt radio stations is controversial today. '"Most
local, low-powered stations are offering service programing of news,
weather and sports," he says, "with essentially local interest and
featuring local personalities. Whether a national advertiser with
complete distribution who wants
to reach everybody needs many of
these local stations — or can effec-
tively cover his market with 5 kiln-
watt powerhouses — depends on the
intensity with which he wants to
reach his audience and on his bud-
get." It's Frank's feeling that
both types of stations have a
strong place in broadcasting de-
pending on the sponsor's problem.
"With almost all of the top stars
on television," he continues, "lis-
teners in smaller markets no longer must relv on distant network
powerhouses for 'big names.' Therefore, the increased number of
local stations with emphasis on local interest programing increase
competition for once-dominant powerhouses throughout their wide
coverage areas." He concludes that high-powered stations as well
as local outlets can play an important role in a sponsor's plans.
Thomas M. McClintock, media buyer at Young & Rubicam. New
York, has recently bought spot television for Time Magazine in four
markets: Hartford. Conn., Providence, R. I.. Milwaukee, Wis., and
Seattle, Wash. "We're using what I consider a different approach
for the company in Hartford," explains Tim, "where we're placing
a two-minute announcement in a
15-minute show." McClintock feels
that Y&R's polic) of all-media
buying pul> luners in a position
of greater responsibility and gi\es
them far more buying perspective
than the) might otherwise ha\e.
"We can get and judpe figures and
fads relating to all the media and
the product, from this point, we
can choose the medium or media
that's besl for the product. For
example about a \car ago, we had
placed a four-color ad campaign in Detroit Sunday supplements for
Swans Down Cake Mix. \ short time later, the Detroit papers went
on -dike \fier the rebates came in, we were in a position to re-
evaluate the situation and put the mone\ into a high-frequency and
successful spot radio campaign." Tim concludes that this t\pe of
flexibilit) foi the Inner actual!) benefits ever) advertising medium.
SPONSOR
1 i xo\ EMBER L956
15.6% Food
Dominance
Market figures prove 1 5.6% more dollars
are spent for food in the Grade B area
of WXEX-TV than in the Grade B area
of any other Richmond area TV station
Food Dollars Spent
Percentage
WXEX-TV
Station B
Station C
$230,866,000 JMElEll
^■■■■■■■■■■H ■
1 1 i i i i i ^^M 1 H \ ll
$199,700,000
86.5%
Source: Sidney Hollander Associates
NBC BASIC-CHANNEL 8
Irvln G. Abeloff, Vice Pres.
Tom Tinsley, President
National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Forjoe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta.
SPONSOR • 17 NOVEMBER 1956
15
NOW. . . S
RSDA FR DA
ND Y MO ...AI
WITH COLOR I
OF THE WEEK
SUNDAY: Goodyear Tire & Rubber - Goodyear Pla\l|
Aluminum Company of America — 1 In
Hour. Hallmark Cuds-Hallmark Hall ol
Chevrolet— The Chevy Show
MONDW; RCA, Whirlpool, Buick, John Hancock
(I ii( ei s' Show asc. | ohnson's Wax. Schick
Montgomery Presents.
TUESDAY: Liggett & Myers, Max Factoi -Noah's \xk
v 1 1. >w < \'k k Chemical I he |onathan W
Shov
MONDA T E
;UND Y M ND
dn s ay thu
jatur a su
;rtisers sell
every night
NBC!
m TELEVISION NETWORK
0 8Crr Oft
INESDAY: Kraft Foods — Kraft Television Theatre. Lasi year, NBC's trend-setting 90-minute Spectaculars paved
ISDAV: Chevrolet -The Dinah Shore Show. Lever the wa> for (:,,1<" 's commercial maturity. Now the 1956-57
Brothers — Lux Video Theatre. season provides the pay-off boili for advertisers and audiences,
.. t- • n i n i ti ,.r i ,.. i ii ci wUn sponsored Colorvision even night oj the week. Ml
^ loni, P. Lonllard — I he Walter W indit-ll Show. ' , .... ° ... ., , ,, ,
Chevrolet - The Chevy Show. through the year, advertisers will be selling with the added
impact of Color TV on a tremendous variety of regularly sclied-
RDAY: Gold Seal, RCA. Sunbeam. Kleenex. Noxzema, uled and special NBC shows.
S & H Green Stamps — The Perry Como Show.
RCA. Whirlpool. Oldsmobile— Saturday Coloi This is the yeai when ex< king things are happening, in Color.
Carnival. on the NBC Television Network
by Joe Csida
IN AND AROUND
COLUMBUS, GEORGIA
Sponsor
CHANNEL
WRBL-TV
A CBS
/I ABC
.
P.
referred *
Viewing
I I -COUNTY AREA - NOV. '55
402 rf 404
METROPOLITAN FEB. '56
298^416
■:■ :■ ■. :■: ■ :;:: ■
• COMPETITIVE QUARTER HOURS
WEEKLY TELEPULSE
CALL HOLLINGBERY CO.
Color tv: the fight has just begun
"Why are 'certain people' holding back color
tv from the public? . . . What is the truth about
color tv? . . . Why are some manufacturers
trying to keep color tv from the public? . . ."
These are the bold face, display headlines of
a full-page ad, which Bruno-New York, Inc.,
RCA Victor distributor for the New York area
(and presumably other RCA Victor distributors
around the country) ran recently. Advertisers and their agencies
... to whom the speed with which color television circulation builds
is a matter of some moment . . . have been watching the color tv
drive, spearheaded by RCA Victor with considerable interest. Those
who know General David Sarnoff and Frank Folsom, board chair-
man and president respectively of the Radio Corporation of America,
will tell you the aggressive tone indicated by the above headlines
is just the beginning of the fight. I can well imagine how the General
and Uncle Frank must have reacted, for example, to the Time piece
on color tv.
". . . color tv," said this story in Time's business department,
"has turned out to be the most resounding industrial flop of 1956."
Similar opposition to RCA's 45 rpm record
These are the same kind of fighting words, which many magazines
and newspapers tossed at Messrs. Sarnoff and Folsom after RCA
launched the 45 rpm phonograph player and record a number of
years ago. There was hardly an observer anywhere who gave the
45 rpm phono and disk a chance, let along gave RCA Victor and its
officers any encouragement. Rival manufacturers, almost to a man.
poopoohed the platter with the big hole.
And today Time leads off its color tv article, headed "Faded Rain-
bow" with this:
"What's wrong with color tv? General Electric's President Ralph
J. Cordiner last week gave the answer: 'If you have a color set.
you've almost got to have an engineer living in the house.' '
\\ hen RCA Victor introduced the 45 rjmi phono and record
(following the earlier introduction of the .'W -jrd LP disk 1>\ rival
Columbia) man) a competitor accused Sarnoff and Folsom of de-
liberatel) tning to wreck the record industry and worse. In the
color i\ situation we find the same kind of charges. Time quotes
veteran competitor E. I'. McDonald, president of Zenith Radio Corp..
as saving thai **H('\ engaged in premature tub thumping for color
television to induce manufacturers to sign up for a new license term
of five years and to continue collecting millions of dollars a year
From the rest of the industry. . . .'" (McDonald was referring to
patent licenses, <>n main of which rival manufacturers of i\ sets
L8
^rn\s<)|{
I , \o\ EMBER 195f>
CENTER
OF ATTENTION
^ ; >:• .
NO. 1 ATTRACTION for enthusiastic Detroiters
. . . the recent crowd-pulling star-studded opening
of WJBK-TV's magnificent new TV center.
NO. 1 ATTRACTION for enthusiastic viewers
throughout southeastern Michigan . . . the terrific
CBS and local programs on Channel 2, con-
sistently tops in every rating.
Make your sales message the center of attention
in this rich mid western market! Bigger audiences
mean lower cost per viewer on WJBK-TV.
U, 5r\V
fev
#*'
* . ■
CHANNEL
DETROIT
T
7441 Second Blvd., Detroit 2, Mich. TRinity 3-7400
y\ Represented by THE KATZ AGENCY, INC.
/*/ STORER NATIONAL SALES OFFICES: 118 E. 57th, New York 22, N.Y.; 230 N. Michigan, Chicago 1, III.; HI Sutter, San Francisco 4. Cal
Sponsor backstage continued
TOP RATING IN
CINCINNATI!
ELLEKY
QUEEN
starring
series
HUGH MARLOWE
The highest rated syndicated
program in Cincinnati,*
America's great mystery
adventure series outrates
$64,000 Question, Dragnet,
Jackie Gleason and other
top network favorites! Get
the facts for your market.
'24.7 Puht 9/10/56
488 Madison Ave.
New York 22
PLaza 5-2100
20
must pa) R( \ a ro) alt) . I
On the dealer level, too, according to tin- Time piece. RCA is
Facing the same kind of negativism it faced in the record situation.
"The less I sell" Time quotes a San Francisco dealer, "the better.
There's a shortage ol proper technicians to repair them, and I don't
lliink the Inner is always happ) with what he gets.'
But then, contradicting tins San Francisco merchant, and proving
that with hard selling and promotion, color -els can be sold, there
is the case of Polk Bros, in Chicago, who claim to have sold 1.600
color set- this year.
Time points out that General Sarnoff predicted 1,500,000 color
sets would he in use by mid-1956, and that as of the end of October
there actuall) were not more than 75,000 sets in use. One manufac-
turer is quoted as saying that the total number of coloi sets which
will be sold 1>\ the end of the year will be around 30.000. From
this low, Time says the "industry, AT BEST" expects to sell 250,000
b) year s end.
"For the record."' conclude- the Time story, "the industrj now
expects it will not be sooner than 1958 before 1,000,000 sets a year
are sold.
All this might he calculated to discourage the average industrial
leader. But you can bet next week's pas that it isn't and won't
discourage Sarnoff and l-'olsoin. It was said that the) invested $50,-
000.000 in black-and-white video before they saw the first cent in
profit. I have no idea bow main million- the) have alread) in-
vested in color television. Nor how man) millions the) are currentl)
in\ esting.
Color drive will jzo into new high
Some small idea can be derived from a glance at the color pro-
graming NBC i RCA subsidiary, of course,) is burling into the
battle to establish tint tv. Recent color extravaganzas and upcoming
stanzas include Mary Martin and Paul Douglas in "Born \ esterday' :
Nanette Fabray in "High Button Shoe-"': Celeste Holm in "Jack and
the Beanstalk""; "Man and Superman." Regularl) running in color
these nights are the Perr) Como show, the Dinah Shore show, the
Walter Winched show. Goodyear Playhouse. Robert \lonlu.omei\
Presents, The Alcoa Hour: and ever) day, Matinee Theatre.
It may take anolbei $50,000,000 investment or possibl) $100,-
000,000 to gel color t\ ovei the bump Vnd maybe it can'l be done
in the next several years. I think it can. however, and what's in-
finitel) more important. I know General Sarnoff and Frank Folsom
think it can.
\- an agenc) man or advertiser watching the color situation,
don't lake it too much for planted that Time'- guess for the industry,
1958, is right as the year for color: 1956 isn t over yet. \ml there's
.ill of 1957 to go. M\ own guess is thai the Time piece and similar
recenl developments have made the General and Folsom might)
mad. Assignment of Bob Kintner as an executive v.p. to concentrate
on color development serves to underscore their determination. From
here on in, you'll see the coloi drive go into a new high, which will
make previous efforts dwindle into insignificance. t^
ce previous efforts
sponsor
I , \o\ EMBER L956
<o: c* ta ,'.•*- -*» ^
ai na s* «s s a iti
BUNKER HILL QUICK STEI
How well do you know the Boston market ?
There's something special about
Boston. How many of the special
places, people, and things you see
pictured above can you identify?
A. WEEI Radio's own Carl Moore.
B. An exhibit of early American door
handles. Old Sturbridge Village, Mass.
C. Roadside stand near Buzzards Bay.
D. Sign on shop in Scollay Square.
E. House flags of Boston merchants.
F. Profile, early American cigar store
Indian, Old Sturbridge Village.
G. Steeple of Old North Church toppling
during Hurricane Carol, 1954.
H. Li'l Abner, a product of the fertile
imagination of Boston artist Al Capp.
I, Drop of milk falling on a hard surface,
photographed by a new process at the
Massachusetts Institute of Technology.
J. Sign on barn near New Bedford.
K. Sacred Codfish, symbol of Boston's
earliest staple. New State House.
L. WEEI'sPriscillaFortescue withGregory
Peck, in London.
M. Tombstone in Gloucester Cemetery.
N. Cover of the original Bunker Hill
Quick-Step music sheet, 1836.
Don't feel badly if you didn't recog-
nize them all. No one knows the
Boston market as WEEI does —
especially the buying habits and
brand loyalties of the Boston peo-
ple. WEEI has been around the land
of the baked bean a long time — long
enough to know that the Boston cus-
tomer takes an awful lot of convinc-
ing. Once you've won his trust, he's
likely to be your customer for life.
WEEI already has won that trust
for the products it advertises. When
you have something to sell in that
special Boston market, call CBS
Radio Spot Sales or WEEI Radio.
Credits : B, C. F. J. M — Standard Oil Co., N.J. ;
H— United Features Syndicate, Inc.
WEEI
WNAX-570
CBS Radio in Yankton, South
Dakota, gives you the two most
important factors that make up
a good media buy . . .
1. BROAD
COVERAGE
190 counties in parts of 5 states in
the great Upper Missouri Valley —
660,950 families — 2 1/4 million
people.
2. LOYAL
LISTENERS
80% of the homes in Big Aggie
Land hear WNAX-570 3 to 7 times
a week — and WNAX-570 has a
66.4 % share of audience in compe-
tition with 52 other stations. (Ac-
cording to latest count.)
Big Aggie Land is an important
market to national advertisers. The
nearly 670,000 families in this pros-
perous area have #2.8 billion to
spend. And they spend a good
amount for WNAX-570-advertised
products. Your Katz representative
will prove the point.
WNAX-570
YANKTON, SO. DAKOTA
CBS RADIO
A Cowlcs Station. Under the same manage-
ment as KVTV Channel 9, Sioux City. Don
D Sullivan, General Manager.
fa
49th and
| Madison
Democrats should have used radio
Your analysis of television's role in
the recent Presidential election ("\\ hat
tv did for Ike."" 10 November) was
both timely and provocative.
While second-guessing is always
easy, it seems to me that the tactical
nod must go to the Republicans. While
they started their campaign late, they
finished strong, and their media pro-
gram, as you point out, was flexible
enough to permit them to meet special
problems as they arose. Working with
more limited funds, the Democratic
campaign committee might more wisely
have put its money into radio, where it
stood an excellent chance of dominat-
ing the medium.
The Democrats, in the final analysis,
learned what most advertisers have
known for a long time: Big dollars will
beat little dollars every time. The
company — or the political candidate —
aspiring to leadership against en-
trenched, aggressive competition, must
be prepared to spend the money need-
ed to do the job.
Roger Pryor, v.p. in charge of
radio-tv, Foote, Cone & Belding
That's our commercial!
Just received our diploma as charter
subscriber to SPONSOR. Thank you very
much. Also just read your issue
October 15th. Enjoyed it very much
with exception of one item on page
132. Referring to American Research
Bureau survey of most popular tv com-
mercials you listed producer of Hamms
Beer commercials. Sorry but this is a
boo boo on your part. We did 'em.
In fact we have produced more than
260 commercials for Hamms through
their agency, Campbell-Mithun. In fart
we are also producer for Geoffrey
Wade Advertising Agency of the Alka
Seltzer commercials (including all stop
motion puppet speedy Alka Seltzer)
mentioned in same article. Thai gives
u- two of the toj) three most popular
commercials. There are others on the
same lisl thai we have also produced.
bul I don t wanl t" bore \ on. 1 lope
you understand we are not mad — just
proud.
Charles Chaplain Swift, Chaplin
Productions Inc., Hollywood, Calif.
On receiving my copy of the
27 October issue
I don't go to work in a gray flannel
suit
(I go for an outfit much tweedier) —
I care not a damn
For Young-Rubicam,
And I don't know the meaning of
"media.""
No, I don't run a station or huckster
a soap,
Yet "sponsor" arrives every week,
And though disqualified
To express more than pride,
I still have a great urge to speak:
. . . Though 1 need a fast strong
soporific
Let my blood pressure swell —
I'm excited as hell! !
Norm, your "new" magazine is
TERRIFIC!!!
William B. Wolf, Wolf & Wolf
Washington, D. C.
How to get rich in tv
When I foolishly agreed to let you
reprint a chapter from "How to Get
Rich in Tv Without Really Trying"
(Simon and Schuster had my arms
pinned behind my back at the time),
I did not realize the effect it would
have. People are actually going out
and buying the book. How many
people read sponsor nowadays any-
\\a\
r?
Everyone in television is rising to
the top. In a matter of days, one net-
work already has more vice presidents
than people. Cameras aren't dollying
as fast as they used to. Announcers
are taking 65 seconds to do a minute
spot. The whole mechanism is grind-
ing to a halt.
It is not too late for you to take a
firmer and harsher stand. \n article
or two pointing out the real dangers of
the book may send some of the up-
starts hack to their grubhy little lives,
and we ;ill know it is grubby little lives
specs sou
17 NOVEMBER 1956
that make the
Please have
convictions.
wheels turn.
the courage
of
your
Shepherd Mead
Douglaston, L. I., N. Y.
Daytime tv's great dilemma
It seems to me that v our fine article
on daytime television led to an inevita-
ble conclusion ("Daytime tv's great
dilemma," 3 November).
The successful use of daytime televi-
sion demands the most careful and in-
telligent buying of both programs and
facilities. The factors that make it
good or bad are more significant be-
cause daytime tv is a pretty costly
proposition, and its no time for the
shotgun technique.
Thanks for the reminder.
Harold Fair, v.p. in charge of tv and
radio, Bozell & Jacobs, New York
Your article on daytime tv in the 3
November sponsor makes interesting
reading. Unfortunately, however, it
contains one serious error which none
of us would like to see perpetuated.
The article quotes the Television Bu-
reau of Advertising as follows:
"And more families view davtime
television in one week than listen to all
radio, day and night."
This statement is erroneous. It is
correct only with respect to television
homes; if we take all homes (radio-
only homes as well as radio-tv homes),
day-and-night radio reaches consider-
ably more homes than does daytime
television.
H. Wynn Bussman, pub. rel. dir.
Broadcast division, A. C. Nielsen
Company names in show titles
I found your sponsor Asks column
(10 November) on the question
"Should sponsors use company names
in show titles" interesting and timely.
As tv-radio editor of the Dallas
Times Herald I have occasionallv
found this a problem.
A company name can be an un-
wanted, unfair curtain between a view-
er and his entertainment. When this
happens and only when this happens,
it's high time to retitle the show.
Walter Kemplev, tv-radio editor,
Dallas Times Herald
SPONSOR
17 NOVEMBER 1956
'"fetor 956
Per
aVer°**forlb*
diffeLVlew>ng ln~rWOrk
23
Only 1 out off every 3
radio stations in WBT-Charlotte
50-mile area remains on
the air after sundown!
50,000 watt CBS affiliate
WBT Radio has ratings as high
as 16.2 after sundown!
That Carolina moon keeps shining down on more than
3,000,000 radio listeners! And the majority of those listeners
are doing what they've been doing for 34 years — listening to
power-packed WBT Radio.
Hitch your advertising wagon to the brightest star in Carolina.
Gather a few post-sundown 14's, 15's and 16's (Pulse, 1956) on WBT.
Call WBT Radio or CBS Radio Spot Sales, TODAY!
Charlotte, N. C. — r;o,<i<>(> Watt Colossus of the Carolinab
Jefferson Standard Broadcasting Company
S RONSOR
17 NOVEMBER 1956
Audience is cold to most new shows. Admen blame
imitative approach, competition from features. They warn
shows must he stronger today to *;et top ratings
Iwlo^t of t he new t\ shows this fall
arc in trouble.
Major agenC) t\ directors ha\e Keen
virtualK commuting to West Coast
production centers to revamp, rework
and salvage floundering programs.
\\ ilhin a few weeks of their debut.
a number of new program sponsors
have hung out 'help wanted' signs.
Main have offered to share sponsor-
ship of their programs with cospon-
-"i- or alternate-week advertisers.
These signs of a disappointing sea-
son raise a i. umber of questions con-
cerning the rca-ons |ur the poor show-
ings, the trends in costs, programing
and new -pon-orship patterns that an-
likely to emerge out ol thi^ fall - dis-
appointments.
In mid-November, when agencies
traditionall) put programing under the
microscope, these were the interpreta-
tions of major agenc\ t\ heads bu
the fiascos of fall L956:
• The qualit) of shows introduced
this season is considered inferior b\
a majorit) of agencj tv directors
SPONSOR interviewed. Part of tin
fault, they feel, lies in excessive imi-
tation o| proven formulas. Others add
that some of the successful packagers
have over-extended themselves 1\ try-
ing to spread their talent- from one
successful show over to additional
-how- in the point ol diminishing crea-
tive return-.
• \ si ron <i minorit', ol agency t\
v.p.'s feel that network t\ ratings are
leveling oB general!) . I In- season
v l!< - I \ . which has I een grow ing in
strength continuously ovei the past
two years, is closing the margin ol
ratings between it~ programing and
thai of CBS and NBI
ARTICLE IN BRIEF
Lack of creativity in most new shows
is blamed for low ratings by agency tv
heads. But they warn that three strong
networks will have to share audience
with indies scheduling features. Clients
will split budgets among two shared
shows to increase circulation, ratings
li s Fell thai the audience will be
more often spill three ways. A com-
parison between October 1955 and
I tctobei I11"'!* [rendex -bow- -tart
■ l i In- trend (see chart page 26).
i >n the firsl I uesda) in < October L956,
l"i instance. \HC T\ '- average night-
time ratings actual!) rose above \ lit
I \ '- foi the ln-t time, with a I I.!'.
-i NBI rV's 1 L.9.
• l\ viewing ma) be reaching a
plateau, some saj . The) led that the
nuinbci ol -el- In ibc COUUtTJ will
continue i" i ise, but thai the average
amount ol time spenl \ lew ing w ill level
oil. The competition l"i \mei \< a's
leisure time i- mi the upgrade. Fur-
thei n ;, t\ \ iewers have become in-
isinglj sophisticated and spoiled
b) top stai attractions, run- i!ii- ar-
gument.
• I \ sponsorship pattei ns are
nging. Since t\ prii es continue to
rise, without proportionate ratings rise,
man} advertisers prefei t" spread theii
i\ nione\ among two or more shows
I" gel m.P imuni hi. ul alien. Imli\ nl-
SPONSOR
17 NOVEMBER 1956
Agencymen foresee budget split among two or more
shows to insure client greater circulation. They
stress need for more promotion to build ratings
ual show sponsorship is becoming the
exception.
• Eventually, say some agency tv
executives who compare tv's status to
radio's heyday, talent prices too will
have to come down. An articulate
minority of program experts suggesl
that 1956 is the turning point from
Jlers' to a buyers' market in tv.
The networks may regret extravagant
and long-term talent commitments byr
fall 1957, the) add.
These are some of the big questions
about this fall s programing for which
the agencies are seeking answers.
1. H hat's different about this sea-
son'.'
This i- the first fall season during
which mine of the new entries have
jumped quickl) into the Top 10.
\\ hi It- must of the new shows ha\ e been
disappointing. therc'\e also heen some
bright spots in the ratings picture. For
instance, such adult Westerns as Jim
Bowie, Broken trrow and Zane Grey
'/heater have grown in popularity.
Most vulnerable ha\e liccn the situ-
ation comedies, notabh CBS TV's The
Brothers, Oh Susanna, NBC T\ s
Hiram Holiday and Stanley.
'"Situation comedies always have
had a high mortality," says K&E tv-
radio v. p. Jim Bealle. "I don't think
their experience distinguishes this sea-
son from previous seasons. After all,
Benny had floundered also before he
clicked and / Love Lucy kicked
around for a while.''
"The quality of the shows is lower
than in previous seasons," says Len-
nen & Newell tv-radio v.p. Nick Keese-
ly. "The standards of show accept-
ance are higher today, and the public
demands good things. In the early
days of the movies you could fill a
theater by showing anything that
moved. Then people became more
sophisticated. Besides, this is a gen-
erallv uncreative season. There are
too many situation comedies and too
many big-money giveaways."
However, along with most of the
tv executives interviewed. Keesel\r did
point to such ratings and critical suc-
cesses as CBS TV's Playhouse 90.
"The pilots available last season were
THREE-NETWORK RATINGS BATTLE
More than last year. \1',(. II is narrowing gap between its ratings
and l/mse o) (.US. MIC. While average weekly ratings of the three
networks are comparable l<> those of last rear. ABC TV actually
pulled ahead of MIC Tl ratings for Tuesday, first week in October
First week
in October
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
Average
1955
ABC
1956
5.6
4.9
9.2
14.8
14.0
11.1
5.1
8.7
10.8
9.9
5.9
9.8
7.8
7.3
8.3
9.5
1955
CBS
1956
22.9
22.3
21.0
22.0
19.7
17.0
16.7
22.3
18.7
18.6
18.7
20.0
20.5
22.7
19.7
20.7
NBC
1955 1956
19.8
17.1
19.9
11.9
17.2
23.7
13.7
21.0
13.3
16.7
14.7
18.4
16.0
poorer than in the past,'" savs Mc-
Cann-Erickson tv and radio v.p.
George Haight. "When a show is
good, it'll get the audience, despite
the three-network competition. Peo-
ple tune to the show, not to the net."
Some agencymen feel that the new
show flops are onlv part of a trend.
They foresee a new pattern from
the large proportion of shows (estab-
lished ones like Lux Theater, Schlitz
Playhouse, as well as new programs)
which are in trouble.
"Some of the bloom is off the
rose," says Foote, Cone & Belding v.p.
and radio-tv director Roger Pryor,
"There'll be no more fabulous ratings
such as in the early days of Berle. This
season has seen the addition of some
of the finest shows like Playhouse 90.
Kraft and Climax have done some ex-
cellent things. But there hasn't been
much attention paid. Of course, there' ve
been some outstandingly bad shows
this season, too. But that used to be
the rule not the exception in the early-
years. Only then as in the early days
of movies, the public was hungry for
any tv and didn't have the choice it
has today."
2. What are the reasons behind tlie
low ratings?
"If there weren't a particularly strong
show opposite him, Gleason would get
90% of the audience," says Bill Tem-
pleton, Bryon Houston radio-tv head.
■"This year a show faces not onlv the
competition of programing on the two
network stations opposite, but it's
likely to be playing against Clark
Gable on the independent station.
Million Dollar Movie on WOR-TV
proved that good features would take
away audience from network shows
and it's obvious that the current wide
choice of features on several stations
has to water down the ratings of
mediocre shows."
Some of the blame for inferior
shows and lower ratings has to go to
clients and agencies as well. There's
a consenatism that rules the invest-
ment of large t\ budgets. Today,
agencies tend to be less willing to stick
out their chins and recommend dras-
tically different shows, since a tv flop
might mean the loss of an account.
" \ nucleus of successful tv produc-
ers are doing more and more of the
shows, and thej may be over-extend-
ing their talents." says Jim Douglas.
i\ v.p. at Ted Bates. "That way, the
top producer's talents are being dis-
26
SPONSOR
I , MHKMRER 1956
sipated. Yet the man with the track
record has the edge on new producers
and fewer new things are tried."
A classical case this season of a show
flop supervised by a top tv veteran is
Noah's Ark produced by Jack Webb
and sponsored by Max Factor I through
McCann-Erickson I on NBC TV, Tues-
days 8:30-9:00 p.m. This show's Oc-
tober 1956 Trendex was 11.4 against
18.4 for The Brotlwrs, CBS TV and
22.3 for Wyatt Earp, ABC TV. (Mc-
Cann tv executives were working out
improvements for the show in conjunc-
tion with Webb and the network at
sponsor's presstimc. I
"There'll be much more caution
about starting into something new next
season," says Phil Cohen, SSCB v.p. of
radio and tv. "Shows will no longer be
bought with one pilot and clients will
be more careful of their investments.
This season there wasn't enough test-
ing on closed circuit and enough work-
ing out of bugs before the shows were
put before the public."
The fault does not lie with the talent,
nor even with the writers, tv executives
agree. In fact, most of them were
quick to praise the performers and
writers of many shows that are having
ratings problems.
"There's a difference between con-
ceiving a show and writing it,
sa\ s
Norman, Craig & Hummel tv-radio v.p.
Walter Craig. "It's only after you've
worked out a show format that you get
a writer. This season they've been dish-
ing up the easy-to-sell formats, but the
public is correcting that by tuning out.
The attitude's been, 'Gee, these quizzes
are good. Let's do one.' But it isn't
that simple, and when three shows of a
type flop, then the hands of the show
creators will be forced."
3. Are new sponsorship patterns
emerging because of lower ratings?
There's been a trend away from indi-
vidual advertiser sponsorship of pro-
grams during the past few years. Costs
of tv shows have forced clients to alter-
nate or share programs, rather than
bear the entire cost burden themselves.
This season another form of sponsor-
ship is becoming popular.
"Some single - product advertisers
prefer to sponsor a part of two differ-
ent shows and cross plug them," sn\^
Jim Douglas.
"The trend is toward buying a piece
of two different half-hour shows to
spread circulation," says Bill Temple-
ton. "This is one wa\ the advertisers
{Please turn to page 86)
Drama ran the gamut (rum top rating- In Mops. Hiding n -I "I |ong-»ho\\ popu-
larity, CBS TV's Playhouse 90 (above, starring Frank Lovejoy) wa« outstanding fall
success. Some established shows, like l.u\ I ideo Theatre, are failing this season
Situation comedy is having the highesl casualty rate this fall. NBC TV's Stanley
(above) is one of five new comedies with ratings blues. Other ratings disappointments
have been \l!( I \ - \ouh's Art,. Hiram Holiday. ( BS I \ '< Brothers and Oh Susanna
Variety has had tough competition this season, but ratings generally continue to be
high. Gleason's live show does well against high-rated Como, and Sullivan is among
top three. New entry on NBC TV, Walter Winchell i above) made top 20 from start
Western adult drama have had success 1 1 1 i — fall, \moiig the best-rated is ABC T\ '-
Wyati Earp (below) with ratings in the mid-20's. Ratings ol this category could I"
watered down |>\ imitators, warn agem | men. pointing to trouble of big-monej quizzes
SPONSOR
17 M>\ EMBER 1956
ARE SPOT RADIO DO
ON THE WAY?
Sl» \ rounds another corner in its search for
spot's dollar dimensions, and the long-sought goal
of individual company spending conn's into view
wW itliin the next two months, spot
radio's toughest and most problem-
atical nut release of dollar expendi-
tures li\ product categor) and by
advertiser will get a resounding
crack.
I his is the target time set by the
Station Representatives Association for
its first release "I sdoI radio dollar
investments bv product category.
This new report, shoWT^g what the
soaps and the cigarettes,i pie cars and
the cosmetics, are investing in spot
radio is a logical interim step before
the final Mow which cracks open the
spot radio nut. Then me radio indus-
ti -\ w ill be able to report w hat its in-
< I i \ i < 1 1 1 a I advertisers spend In spot.
Spot tele\ isiofl has been able to pro-
vide this sought-after information.
Some ol the results of the cooperative
effort between the Television Bureau
ol Advertising and \. C. Rorabaugh,
publisher of Rorabaugh Reports, are
shown in the dollar-by-dollar break-
down of the top 200 t\ spot advertisers
on page 32. This i> the Fourth such
quarterl) report to be issued l>\ TvB,
based on dollai compilations figured
b) Rorabaugh on the basis ol buying
acth itv reported to him bv stations.
\\ h\ hasn't radio been able to match
this dollar-reporting pace <>f televi-
sion?
I here are man) reasons, all \ alid.
There are some 2.. '!()() radio stations,
onl) 176 t\ outlets. Rorabaugh got in
on the ground flooi of tv, expanding
IGURES
his reporting service as t\ itself grew.
He sold the individual television sta-
tions on the concept of such an all-
industrj spot acth it\ report.
The end result: spot t\ advertisers
know what the competition is doing.
Spot radio advertisers don't.
\\ hat's the answer for spot radio?
Industry experts figure it'll take
thiee -harp and big crack- before the
indh idual client dollar expenditure nut
is broken open and before the innards
are exposed. They ve watched the in-
effectual chipping awa\ of various in-
dustry groups during the past two dec-
ades. They've listened to the prolonged
debates about the advisability of de-
termining spot radio expenditures and
bow these could best be determined.
For three decades of spot, there
have been onl) sporadic and incom-
plete reports available on spot buying
activity. It wasn't until last Jul) thai
the industry, for the first time, wit-
nessed the first crack in the bard shell
of spot dollai expenditures. That was
when Station Keprc-ental iv es \-soeia-
ARTICLE IN BRIEF
!
SRA has taken two of three steps
needed for a breakthrough in getting
industry report on what advertisers
spend on spot radio. SRA now releases
a monthly dollar total on all spot
activity; plans quarterly report on per-
centage of this spot billing by product
class. Needed: actual dollars spent
tion. an independent group ol 17 sta-
tion rep firms, began releasing the
total amount invested in national spot
by national advert i-ei- on a month-by-
month basis.
But pros in the spot radio field think
it 11 take two more resounding whacks
before the) have the data the) want.
The second step i- that now planned
by SRA: compilation of spol radio
billings, month-by-month, for product
categories. Late next month. S|{ \ an-
ticipates release of percentages show-
ing what proportion of total third-
quarter spot radio billing- was ac-
counted for bv some 2.~> principal prod-
uct groupings, such as automotive^,
drugs and toiletries, cigarettes and
tobacco.
The third step in cracking open spot
dollar figures is the most difficult, and
the one which advertisers, their agen-
cies and the reps themselves consider
the most significant. This is the re-
lease ol spot radio dollar data for in-
dividual advertisers — the (General
Foods and the Levers — with a break-
down as to product as well as client
expenditure.
Hi \ Managing Director Larrj
Webb and othei indu-liv -poke-men
think its inevitable that radio will
have dollar -l>\ -dollai breakdowns on all
advertisers and their products. But, in
the meantime, be and his associates
are concentrating on phase two.
Through the accounting firm 01
Price. Waterhouse & Co., New York,
Sl'ONsOK • I , XOV KMHKK ]9.>(>
this we fight for Regular
publication ol spol radio <'\|)cii(ii-
tures oi individual advertisers, com-
parable to data from other media.
( From sponsor's editorial platform, i
which lias handled all month-by-month
release of total spot investments, SRA
will work out a formula by which
Price. \\ alerhouse can hreak down
these same monthlv hillings and pro-
ject them to product category totals.
The first report on third-quarter bill-
ing will include percentages, rather
than actual dollar figures.
This projection to product cate-
gories will he similar to the projection
used bv the accounting firm to figure
total spot hilling in terms of dollars.
Projection in terms of industry totals
is one thing, some ol servers say. But
can you project what P&G. for ex-
ample, hills through 17 reps to deter-
mine its total spot purchases?
Some knowledgeable research peo-
ple say such a projection is possihle.
if the sample is well chosen and the
mathematical formulae are exact. But
others think there's a much more sure
and feasible method which will he
found.
They helieve the day will soon come
when advertisers, of their own voli-
tion, will sanction release of their ex-
act spot dollar expenditures through
their advertising agencies. At this
point, detailed dollar expenditure data
is availahle for all media except net-
work and spot radio.
How do you fill in the spot radio
hlanks with actual advertiser and prod-
uct dollar figures? There are four
possihle ways.
1. Radio stations themselves could
report on their own hilling. This has
been suggested man) times, but sta-
tions, bv and large, have been unwill-
ing to cooperate in opening their
hooks.
2. Station representatives could sup-
pl\ the data, as is now the case with
SRA and its 17 member firms. Some
industry people think a broader par-
ticipation in SRA, with more reporting
firms, could he the answer.
3. Advertisers could do it through
their agencies.
4. Advertisers, cooperating in an
industry-wide effort, could work
through a central advertising clearing
bouse.
Numbers three and four seem to
hav c the most promise.
James M. Boerst, publisher of the
Spot Radio Report through his Execu-
tives Radio-Tv Service, is now work-
ing through agencies with the coop-
eration of clients. He says 94 agen-
cies and 350 different accounts report
their spot radio activitv to him. He
sees a greater willingness on the part
of clients to release information of
this kind.
The biggest reason for more accept-
ance of the idea is that advertisers
realize the) re not going to get data of
this kind if they don't give it.
This increasing interest in getting
the dollar breakdown is reflected in a
recent survey conducted by the Asso-
ciation of National Advertisers among
its members. Some 90'/ of those spot
radio users answering a questionnaire
said a published record of spol ex-
penditures and activity of other adver-
tisers would he useful to them. And
more than !!(•'< of them said the)
would be willing to authorize their ad-
vertising agencies to furnish "am op-
erating central source their spot radio
advertising quarlerlv expenditures and
acti\ il\ .
This "operating central source"
could evolve from the SRA structure
as it is now. from a newlv created in-
dependent industrv group, or from, as
has been proposed during the past few
years, a group set up b) Radio
Advertising Bureau or some other
established industry trade association.
(sponsor, in the past decade, has
carried main articles on the need for
dollar figures by advertiser and prod-
uct. Some of them: Let's bring spot
spending out in the open, 25 Julv
1955; One down, one to go, 3 Octo-
ber 1955; Wanted, spot radio $ data,
5 March 1956; Spot Radio Dollar Fig-
ures, 9 Julv 1956.) ^
I "<"" "IIIIIIIIIIIIIIMIII II Illllllllllllllllllllllllll .IIP Ill | Illlimi | | | ,;; | |
THREE STEPS TO A SPOT DOLLAR REPORT
1
Total spot dollars: Industrv. for the^^st time, has in SR Vs
report of monthly spot radio billimjjfc regular, national pro-
jection of what advertisers are spewing in the medium. Inau-
gurated this year, sunmiarv^f^^jects hilling totals of SRA
member firms to the enti*%hdustr\ . SI! \ measurement also
us
2
shows percentage gain irom each month in previous year
Spending by product category: SRA, folfewing this first
step, now plans upcoming report on thirdAiarter spot radio
hilling which will show percentage iflj^Jotal dollars -pen!
h\ product categorv. For first tirn^>radio will have dollar
figures on what entire industri^&^&Wh as cars, are spend-
ing in spot. I went) -five
uy><!
iv isions are contemplated
3
Spending by individual advertiser: Mosl ditjlhjjff part of
spot dollar figures problem is final step, ^geSnig data on
what individual advertisers spend. \Iost^Ks"ible method is
to get advertisers to release their -v,\t activity, perhaps
,ft(
with
to a central clearing house. TW^ s "soitening,
an increasing number ol sponsors mterested in trading facts
alll iiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiii mi 'mum iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiini mi i uiimi
SPONSOR
1 , NOV KMBKR 1956
29
To sell a new chair bed,
Riviera Convertible Sofa
Co. of Los Angeles,
which has grown from one
to 22 retail stores in two
years, decided to spend
$100,000
FOR A
LOCAL
SPECTACULAR!
I ilc\ ision and sofa beds have been
successfully mated for years but never
in such a spectacular fashion as on the
West Coasl last week.
The Riviera Convertible Sofa Co.
ol I. os \ngele-. which has been doing
some prett) spectacular growing dur-
ing the past two years, topped it- tv
advertising on 10 November with a
one-hour one-shot carried simultane-
ous^ b) practicall) ever) station in
the Los Angeles, Bakersfield, San
Diego and Santa Barbara markets.
\ programing "spectacular" if there
evei was one the live show, produced
l'\ l!i\ iera - agencv . ( ieorge Patton.
cost the client a cool $100,000 for
time, talent and promotion.
I here probabl) has ne\ ei been a
local television effort like it. Riviera
tied u|i the airwaves in southern
California on a Saturdaj night he.
tween I I :(>() p.m. and midnight, fea-
tured such personalities as Vrl Link-
letter, Dave Rose and his orchestra,
Hildegarde, Gogi (.rant, the Wiere
Brothers, Paul Gilbert, Chiquita and
Johnson and Gene Nelson.
The program, simph titled The
Christmas Show, was earried by ever)
Los Angeles station fit was the first
live telecast pooled by all L.A. video
outlets)— KABC-'IN. k< OP. KHJ-TV.
KNXT, KRCA, KTLA, KTTV both
Bakersfield outlets. KBAK-TV and
kl l!<>-l\ : KFMB-T\ and kl >D-T\
in San Diego and KEY-TN in Santa
Barbara.
Riviera's t\ spectaculai kicked off
its Christinas season and was parti)
an effort to hike sales b\ lengthening
the ^ ule shopping period. The main
purpose of the show, however, was to
introduce a new convertible chair bed.
The compan) sa\s its new design re-
sembles an ordinar) living n 1 chair.
It is Riviera's intention to repeat this
wing-ding l\ affair even vear. though
undoubtedl) this year's Yule sales will
be tallied before a final decision is
nailed dow n foi 1957. For a nuinhei
■ ■I g 1, solid reasons, it can hi' as-
sumed this will be the best Christmas
season evei for l!i\ iera. I lie in m,
which consisted ol one factory-show-
room in 1954, now boasts 122 retail
stores and plans to open 10 more dur-
ing the first half of 1957.
Riviera was originallv an upholstery
shop, opened bv Jerome and Sanford
Siegal in downtown Los Vngeles
shortl) after World War II. The
Siegal brothers zoomed into promi-
nence following the design of a new
sofa bed. which the) -tailed to push
in 1954. Brought into the firm shortl)
afterwards were the three other Siegal
hi others and \l \\ inston, who had a
lot In do with the design ol the sofa
bed. The officers are now Sanford,
president; David, advertising man-
ager; Edwin, merchandising manager;
Jerome. production manager, and
Sidney, treasurer. Winston is head
designei .
The Siegal brothers were promotion
conscious from the beginning ol their
campaign to pul across the sofa bed.
When the drive started, an ad budget
ol $500 pei week was allocated, mostl)
I • > i newspapers. \t thai time $500
was a substantial hunk of Riviera's
total weeklv income.
Newspapers were and are handle)
10
SPONSOR
1 , NOVEMBER 1956
Talent for the Riviera spectacular was packaged through agency, George Patton. Show wa> aired 10
November on practical!) every station in Los Angeles. San Diego. Bakersfield, Santa Barbara Markets.
Among those appearing were \n I.inklciter. Ilildcganlc. Wine Bros.. Chiqnita X Jolin-oii. (iogi (Irani
directly by David Siegal. The Patton
agency services both radio and tv.
Account executive Wally Shervvin is a
tv personality in his own right and is
now tied exclusively to Riviera. He
acts as host at store openings and spe-
cial events telecasts and also does the
regular commercials. Sherwin was the
executive producer of The Christmas
Show, is star and producer of the firms
Stairway to Stardom on KTLA.
Though never on the scale of the
in November spectacular. Riviera has
used razzle-dazzle approaches before.
I lie firms last three stores were opened
simultaneously in San Diego. This was
Riviera's bow in the market and the
opening was heralded for one week on
radio with 800 spots on four stations.
On top of this Patton bought TOO
t\ announcements over a period of a
month. This was culminated by a
one-hour live remote show pooled and
telecast over KFMB-TV and KFSD-TV.
The tv show was also repeated \ ia
kine. It was the success of the San
Diego tv show that set the Siegal
brothers and their agency to seriously
thinking about a local spectacular.
Lessons were also drawn from the
buildup used for the San Diego open-
ings. To promote The Christmas Slum
dozens of newspaper ads, hundreds of
tv announcements and more than 400
billboards were used.
Radio is also used in promotional
ways. In general, radio has been em-
ployed heavily to promote store open-
ings. A typical campaign consists of
about 300 announcements over a
week's time on two or three stations.
This has been keeping radio pretty
busy since new stores have been open-
ing at the rate of almost one a month.
Televison has been getting an in-
r
ARTICLE IN BRIEF
Riviera Convertible Sofa Co. blanketed
southern-California market with live
Yule show on 'network' of 12 stations
to launch new chair bed. Show was
aired 1 1 :00-midnight on a Saturday
night. Fast growing firm has been
allocating half of ad budget to air
creasing share of Riviera's ad budget,
now roughly divided as follows: news-
paper-. 55%; t\. 40%; radio. 5%.
["hough liiviera has used all L.A. tv
outlets at one time or another, it i-
now concentrating its \ ideo advertising
on KTLA. Its schedule includes spon-
sorship of half of the Warner Bros,
feature film series on Sundays, a half-
hour ill the Rollri Derln on Saturdays,
alternate sponsorship of the // estern
Variety Show and wrestling.
Riviera s penchant for buying into
programs rather than going after chain
breaks is also illustrated h\ the Follow-
ing selection ol the sv ndicated shows
it has used during the past tv\n years:
I hev include (rune Busters, ( onfiden-
tial File and Juke Bon Jury .
This program buying policy is due
in lliv ii i a's desire to exploit to th<' full
tv - power ol demonstration. The firm
and agency feel a minute is not long
enough to properl) demonstrate the
sofa bed SO the pattern is to devote
one and a hall to two minutes to a
demonstration commercial and then
a short time t" -tore listings. ^
SPONSOK
1 i \<»\ EMBER 1956
31
SPOT TV DIPS IN 3RD QUARTER
TvB figures show spending
$83.9 million, drop of
about 20% from preceding
quarter. Decline attributed
to seasonal factors. Total for
first full year: $393.5 million
^Lnding its first year of quarterly reports on spot tv expenditures, the Tele-
vision Bureau of Advertising reported a total of $393.5 million in gross time
spending for the period 1 October 1955 through 30 September 1956. Spending
during the third quarter of this \ear came to $83.9 million, down about 20%
from the preceding quarter during which advertisers spent $105.6 million. TvB
president Norman Cash attributed the drop to seasonal factors. The only
major industry categorv showing an increase was Tobacco Products and Sup-
plies. There was a slight decline in the number of advertisers using spot tv
during the third quarter compared with last year's third quarter. This is the
second time there has been such a decline since 1949.
Of the 2.536 advertisers using spot tv during the past quarter 1.031 spent
more than $5,000 for gross time. Top spender was Procter & Gamble, which
has been the leader in spot tv spending ever since the TvB started releasing
dollar figures on the medium. However, the usual wide gap between P&G and
the other top spends was narrowed considerably by a heavy decline in P&G
activity. A P&G competitor, Lever Bros., which has been steadib increasing its
spot spending, continued to climb during the third quarter. Among those
upping expenditures over past quarter: Carter. Continental. Swift. Rath Packing.
EXAMINING latest Bpol i\ figures are \. ( . (Duke) Rorabaugh, whose firm i- source <>f data;
TvB's Gene Vccas, operations director; Dr, Leon Vrons, research director; Harvej Spiegel '■
32
M'ONSOK
17 NOYKMBKK 1956
AMONG MAJOR SPENDERS ONLY TOBACCO DIDN'T DIP
Product category
Spending estimate
4th quarter '55
Spending estimate
1st quarter '56
Spending estimate
2nd quarter '56
Spending estimate
3rd quarter '56
Agriculture
S3 78.000
$310,000
. L
$327,000
$278,000
Ale, beer & wine
$9,446,000
$8,323,000
-''.009,000
$8,463,000
Amusements, entertainment
$119,000
$157,000
$139,000
$174,000
Automotive
$5,321,000
$3,280,000
- 1,556,000
$1,827,000
Building material, fixtures, paints
$1,069,000
$805,000
$1,175,000
$791,000
Clothing & accessories
$2,485,000
$1,793,000
$2,221,000
$1,861,000
Confections & soft drinks
$5,391,000
$4,673,000
$5,322,000
$4,620,000
Consumer services
$3,146,000
$2,952.1)00
$3,126,000
$2,494,000
Cosmetics & toiletries
$7,864,000
$7,442,000
-''.541,000
$8,950,000
Dental products
^.779,000
$4,253,000
$4,442,000
$2,742,000
Drug products
$8,909,000
$10,726,000
$6,468,000
$5,295,000
Food & grocery products
$27,106,000
$28,461,000
S28.3H 1.000
$21,775,000
Garden supplies & equipment
S 13.000
$134,000
$187,000
$38,000
Gasoline & lubricants
$3,698,000
$3,123,000
$4,206,000
$3,908,000
Hotels, resorts, restaurants
$50,000
$l!!.oon
$00.01 )()
$73,000
Household cleaners, polishes, waxes
$2,004,000
$1,579,000
$2,301,000
$592,000
Household appliances
$2,444,000
$1,505,000
$2,430,000
$1,446,000
Household furnishings
s; ;.",■;.< ioo
$768,000
$958,000
$898,000
Household laundry products
$4,318,000
$4,747,000
$5,242,000
$3,284,000
Household paper products
$951,000
$1,108,000
$1,502,000
$1,016,000
Household general
$992,000
$975,000
$1,092,000
$511,000
1
Notion-
$200,000
$80,000
$98,000
$162,000
Pet products
$1,294,000
$986,000
-1.174.000
$849,000
Publications
$133,000
$564,000
-|:;:;.nnu
$484,000
Sporting goods, bicycles, toys
$659,000
so:;, ooo
- 1 1 12.000
$79,000
Stationery, office equipment
$105,000
$73.
$54,000
$23,000
Tv, radio, phonograph, musical inst'
j $1,646,000
$626,000
$554,000
$348,000
Tobacco products & supplies
$6,440,000
$7,081,000
$7,371,000
$7,823,000
Transportation & travel
$1,000,000
$665,000
s:;o:;.ooo
$542,000
Watches, jewelry, cameras
$2,138,000
$1,834,000
$1,982,000
$1,637,000
Miscellaneous
$911,000
$1,040,000
$1,444,000
$881,000
If TOTAL
$103,872,000
$100,209,000
$105,584,000
$83,863,000
Turn page fo
- top 200 spot ti clients
SPOT TV continued
WHAT TOP 200 SPEN
Rank
Advertiser
•1th Quarter 1st Quarter 2nd Quarter 3rd Quarter
1955 1956 1956 1956
1. I'i i & Gamble $4,064,500 $5
2. Brown & Williamson 2,739,000 2
• leneral Foods 2,004,000 2
I. Philip Morris 1,175,700 I
5. Sterling Drug 1,893,000
olgate-Palmolive 1,231,000
7. I ever Broth 394,100
8. Carter Products 319,200
9. < "iitinenlal Baking 609,000
lii. National Biscuit 1,158,500
11. Ligg< ii & Myers 902,000
12. Miles Laboratories 1,561,400 I
13. Bulova 1,238,900 I
11. Robert Hall
15. Kellogg
16. Warner-Lamberl
17. American Tel. & I . I
ola
19. i "in Products Refining
0. P. Lorillard
21. Nehi
22. Helaim Seager
Pabsl Brewing
24. Shell Oil
Sales Builders
26. Pepsi Cola
27. Harold F. Ritchie
28. P. Ballantine S Sons
29. Nestle
10 [nternational Latex
31. Swift
' harles Vntell
33. R. .1. Reynolds Tobacco
1 1. I sso Standard Oil
35. Revlon
36. Bet. Liv. Enterpi
37. Hamm Brew ing
... Ford Motoi
39. Vnheusei Busch
10. Wesson Oil, Snov, Drifl
11. Northern Paper Mills
indard Brands
I ). \merican I lome Foods
1 1. Simmons
"i ida I ill ii- ( mum.
16. Cilletl
I Id.
If!. <.. n< i.il Motors
19. Read< i D
1 'onds
1,245,500
1,199,300
755,200
835,300
417,300
260,900
522,500
294,200
464,800
368,300
428,000
703,300
446,700
961,600
217,800
550,100
553,600
453,900
274,200
1,746,800
263,000
267,200
430,400
265,100
254,600
147,700
598,500
436,800'
266,200
1,423,700
414,700
,782,800
,921,900
,053,800
,542,200
,252,800
,583,100
471,000
,059,900
761,400
,478,400
,122,900
,696,900
,228,400
869,100
,780,000
725,900
,143,300
654,800
425,900
229,500
725,200
313,500
324,600
371,000
373,700
642,000
429,600
542,400
100,000
847,300
487,800
531,500
393,900
260,300
985,100
325,400
346.600
448,400
285,600
313,800
698,500
497,700
270,000
1,264,200
378,900
474,500
$6,541,000
2,673,400
2,978,200
1,833,100
2,138,500
2,1 15,700
1,263,900
916,500
1,103,200
1,735,900
1,237,400
1,392,600
1,121,600
973,800
1,139,600
745,400
976,700
1,215,400
6 1 1 ,400
460,600
616,000
890,900
207,500
403,200
549,700
545,700
546,900
514,200
524,000
317,700
843,700
558,700
528,000
,191,400
329,100
324,300
762,900
405,300
387,800
453,100
673,100
317,600
270,500
589,000
530,700
428,900
,170,700
414,500
$2,873,700
2,826,700
2,440,200
2,070,000
2,040,500
1,839,900
1,502,300
1,391,700
1,387,500
1,141,900
1,129,800
1,103,000
973,000
943,200
917,100
853,400
786,600
783,900
775,000
762,000
733,900
681,100
640,400
630,200
531,300
488,800
485,800
485,300
474,600
467,900
467,100
467,000
465,000
444,700
435,000
433,300
417,900
406,200
398,300
393,300
371,900
370,000
362,000
360,300
358,200
356,200
352,600
351,300
350,600
350,500
Rank
Advertiser
•4th Quarter 1st Quarter 2nd Quarter 3rd Quarter
1955 1956 1956 1956
51.
52.
53.
54.
55.
56.
57.
58.
59.
60.
61.
62.
63.
64.
65.
66.
67.
68.
69.
70.
71.
72.
73.
71,
75.
76.
77.
78.
79.
80.
81.
82.
83.
81.
8:,.
86.
87.
88.
89.
Oil.
91.
92.
93.
94.
95.
96.
07.
98.
'»'i
100.
304,000
230,800
183,500;:
265,500
324,300
181,100
203,900
182,500
343,700
Clorox Chemical
Piels Bros. _ 407,900 394,200
R< \ 323,300 344,000
Beechnut Packing .. 258,300 262,700
Block Drug 879,900 751,200
Standard Oil of Ind. 182,000 230,200
Wriglej 107,300 107,300
Carling Brewing ... 261,000
Dormin _
Heinz
Pharma-Crafl
Carnation
Lipton
Pacific ( :<>asl Borax
Associated Product?
Benin- Watch
National Dairy Product-
Rayco
General Electric
\dell Chemical
Top Value Enterprises
Safeway
Kath Packing
M. J. B.
Dr. Pepper __
FalstafT Brewing 354,900
Tea Council 403,300
Bal-ton- Purina 117,180
Armstrong Rubber 220,000
Oscai Mayei 97,100
Hawlej & Hoops ... 253,700 286,100
Standard Oil of Calif.
\ S I* 286,800 286,600
Socon> Mobil Oil 320,500 227,400
J. A. Folger 424,300 531,300
San Francisco Brewing.. 300,600 155,500
Schlitz Brewing 122,200 I 10,500
Goetz Brewing
Salada Tea 308,600 355,900
i hryslei < orp. 558,100 481,700
Heileman Brewing 131,200 122,300
American Bakeries 236,800 190,500
Duncan ' offi e 148,300
Pharmai eutii als, Inc. 226,800 267,500
I S I. Gallo Win. in 256,800 388,400
Hills Bros I offee 250,200 403,500
Seal) Mattress 181,700 218,700
I angi ii. I. .it I mi. '.I Bkr. 184,400 145,500
Win. I!. Reil) 122,900 120,000
Paxton 8 Gallagher 142,700 155,100
327,300
258,800
212,888
214,900
417,000
200,500
106,000
124,700
147,000
21 1,300
108,100
I 16,500
377,900
353,800
471,700
314,100
613,100
341,200
175,300
437,600
130,800
344,100
301,300
295,500
401,800
376,800
206,200
459,300
118,500
266,200
301,200
200,600
208,900
198,300
330,000
149,400 165,500
106,100
248,500
233,800
400,400
317,900
121,800
168,400
298,900
414,600
150,000
164,100
194,500
225,900
236,700
249,600
202,500
189,200
132,600
179,200
348,700
342,100
341,700
332,800
330,000
325,500
323,700
323,300
319,600
316,900
311,800
298,100
298,100
297,300
294,500
292,800
282,600
276,800
274,400
269,600
264,400
259,400
247,200
244,400
241,900
236,100
234,600
232,600
231,000
230,300
225,900
213,700
208,400
207,300
206,400
201,000
196,400
192,400
191,800
189,300
182,100
181,500; ,
178,400:
177.300J
176.000J
174,100|J
1 73,900 j'l
173,400|)
170,600|
166,100;
column!
BmonB top 200 In period
14
-fdNMii! • 1 , \n\ i \imit 1956
SPOT TELEVISION
Rank
Advertiser
4th Quarter 1st Quarter 2nd Quarter 3rd Quarter
1955 1956 1956 1956
101.
102.
103.
104.
105.
106.
107.
108.
109.
110.
111.
112.
113.
114.
115.
116.
117.
118.
119.
120.
121.
I 122.
123.
124.
j 125.
I 126.
, 127.
j 128.
129.
J 130.
^ 131.
,|132.
i i33-
135.
136
no.
111.
L42.
1 13.
111.
16.
17.
18.
19.
50.
Borden
National Brewing
Liebmann Breweries
Phillips Petroleum -
Sinclair Refining __.
Kroger .
American Tobacco ...
Lucky Pager Brew ing
Emerson Drug
Seven-Up
Foremost Dairies _
American Safety Razor
American Chicle
International Salt
Jackson Brewing
Drewrys, Ltd. _
Richfield Oil
\\ ildroot _
Regal Pale Brewing
Cream of Wheat
Tidewater Associated Oil
Quaker Oat>
Best Food
Jacob Ruppert Brewerj
Geo. Wiedemann Brew.
Blue Plate Foods
Assoc. Hospital Service..
General Cigar
Standard Brewing
Gunther Brewing
Lewis Food
Household Finance Corp.
Duquesne Brewing
Lo-Calory Food
CBS _
Waul Baking _
Tafon Dist.
Jim Clinton Clothing
American Stores
Rev. Oral Roberta
Walgreen
Continental Oil
\i moiir
$ 286,200 $ 573,600 $ 545.20C $
191,800 186,900 173,000
229,400 206,500 222,600
193,600 168,600 167,800
143,500 156,900
147,200
122,700
399,600
247,400
150,800
166,300
341,300
172,700
241,300
236,000
137,800
117,200
148,600
401,000
201,900
F & M Schaefer Brewing
Whitehall Pharmacal __
Blat/. Brew ing
Lone Star Brewing
Atlantic Refining
Peter Hand Brewery
Avon Products
202,200
107,600
368,400
224,300
100,200
153,000
134,000
135,200
341,300
221,500
349,400
143,100
128,200
129,800
120,400
I 10,100
133,800 125,100
199,100 212,000
167,000 135,100
138,200
115,600
162,200
355,500
105,900
97,600
191,700
133,600
148,900
152,900
175,300
123,500
301,200
163,800
143,600
177,500
148,000
190,300
106,000
162,600
147,700
193,100
126,900
163,600
152,700
147,200
127,400
116,700
194,800
122,100
121,800
100,200
143,100
161,400
324,000
110,400
134,200
126,100 120,600
124,500 139,000
289,500 340,500 257,900
188,600 213,500 122,100
I 16,300
296,700 174,000 157,600
165,700
164,900
160,600
159,700
157,900
157,700
157,700
156,700
155,700
155,600
155,400
154,400
152,600
148,600
147,700
147,200
146,400
140,700
139,900
139,700
136,700
136,600
136,000
134,800
134,400
133,600
131,500
131,000
129,300
126,600
126,500
126,000
124,900
124,100
123,400
122,700
122,400
121,600
121,600
121,500
120,700
120,700
120,500
118,800
118,300
115,300
115,100
112,300
111,700
110,500
R?nk
Advertiser
4th Quarter 1st Quarter 2nd Quarter 3rd Quarter
1955 1956 1956 1956
151. Plough
152. Genera] Tire & Rubber
153. W. F. McLaughlin
151. Sardeau
155. Frontier Foods
156. Bardahl Oil
157. Ronzoni Macaroni
158. K. E. Spriggs ...
L59. Pilsener Brewing
160. Inlerstate Bakeries
161. Holsum Baking
162. Pillsburj Mills
163. Mrs. Bairds Bakeries.—.
L64. Redco
165. Bond Stores
166. B. C. Remedy
167. Beatrice Foods
168. Buitoni Products ..
169. Rexall Drug
170. Bristol-Myers .
171. Greyhound
172. Keebler Biscuit
173. International Cellucotton
174. G. H. P. Cigar _
175. Sunshine Biscuit .
I To. Brevei lee Cream
177. Pittsburgh Brewing
178. S. S. Kresge _.
179. Pan- \m Southern Corp.
180. Slenderella Int'l
181. Good Humor .
182. Cities Service _
183. Beacon
184. Stroll Brewing
185. Naiionw ide Insurance
186. Eastman Kodak
l!',7. International Shoe
188. Minnie Maid
189. Standard Oil of Ohio...
190. Frito
191. American Brewer)
192. ( lampbel] Soup .
193. < liarles Pfizer
194. C. Schmidl & Sons
195. Pearl Brewing
196. Wilson & I o.
\')~ . Wesl End Brewing
198. I . S. Tobacco
iw. I.,i\r\ Groceries
200. Vnderson Clayton
129,000
127,000
123,600
133,800
252,300
155,100
192,300
130,500
466,700
182,600
179,100
135,300
105,600
171,600
135,800
384,800
115,600
184,100
315,900 203,100
100,300
839,000
199,900
101,700
763,100 495,600
224,300 306,700
$ 109,300
107, 80C 107,000
152,800 106,800
293,700 106,600
106,400
104,300
104,200
104,100
103,000
100,100
I 17,000 99,900
99,900
99,800
99,500
98,900
148,700 97,200
96,200
123,800 96,000
94,800
175,300 94,600
287,800 93,500
105,700 93,200
372,900 93,200
92,000
212,800 91,300
91,300
90,200
116,200 89,500
87,500
200,400 87,400
86,800
86,700
86,000
101,800 85,100
84,800
84,500
84,200
83,900
110,900 82,200
104,700 82,100
81,600
380,500 81,200
80,600
78,700
78,300
77,700
77,500
140,600 77,100
74,800
74,700
SPONSOR
17 NOVEMBER 1950
S5
SPOT TV DOLLAR FIGURES continued
Anion" the interesting by-products <>f TvB's ~|">t television report are the three
shown below. The top 10 agencies from fourth quarter 1955 through the current
third quartei 1956 figures have shown little variation: Ted Bates, for example.
is consistent!) number one. Lennen & Newell is a newcomer to the top 10 for
the third quarter, mainly due to an increase in spending l>\ its client Armstrong
Rubber Co. One of most important breakdowns provided bv TvB is chart
(bottom oi page! which shows how money is split up between day and night
and b) t\pe of buy (announcement. I.D., etc.). TvB figures are onl\ source for
this t\pe of data. Last chart (lower right) shows growth in number of third
quarter spot t\ advertisers based on N. C. Rorabaugh records since 1949.
TOP TEN
AGENCIES IN SPOT TELEVISION
BILLINGS
4th Quarter 1955
1st Quarter 1956
2nd Quarter 1956
3rd Quarter 1956
1 Ted lid Irs
1 Ted Bates
1 Ted Bates
1 Ted Bates
2 Leo Burnett
2 Leo Burnett
2 McCann-Erickson
2 McCann-Erickson
3 McCann-Erickson
3 McCann-Erickson
3 1 oung & Rubicam
3 Leo Burnett
4 BBDO
4 D-F-S, Inc.
4 Leo Burnett
4 ) oung iV.- Rubicam
5 D-F-S, Inc.
5 Benton & Bowles
5 Benton & Bowles
5 Benton & Bowles
6 Hcnton & Bowles
6 Young & Rubicam
6 BBDO
6 BBDO
7 ) oung c\_ R u hi cam
7 BBDO
7 D-F-S, Inc.
7 D-F-S. Inc.
8 Compton Advertising
8 Compton Advertising
8 Compton Advertising
8 ./. It alter Thompson
9 ./. // alter Thompson
9 William Esty
9 J. Walter Thompson
9 Lennen & \eiiell
10 Cunningham & Walsh
10 Cunningham & Walsh
10 William Esty
10 William Est)
iiii:ii!'<rii!!iii:i|i|illl<liiiliiliillilii:i:i:rli!iiiiiiiiiiiiii!iiiiiiiiiiiiii:iii:iiiiiiiiiiiiiiiiiiiiiiiii:iiiiiiiiin Ill
How spending breaks down
Da)
Night
Late Night
Total
Vnnouncemenl
Id's
cipal ions
Shows
Total
$25,733,000
30.7%
49,360,000
58.9
8,770,000
10.4
$83,863,000
100%
$37,122,000
44.3%
10,150,000
12.1
17,963,000
21.4
18,628,000
22.2
$83,863,000 100%
llllllllllllllllillll!IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIHIIIIIIIIIIIII!lllll
Slight dip in
number of clients
3rd Quarter Number Advertisers
1949 337
1950 801
1951 L,199
1952 1.114
1953 1.772
1954 2,042
1955 2,552
1956 2,536
'"ii limn iiiiiiiiiiiiiiiiniiiiii mum ii in
16
SPONSOR
I i \o\ EMBER 1956
Consultations with Radio tdvertising
Bureau preceded I . S. Steel's spot
radio campaign to induce retail lo-
ins via Operation Snowflake. Left
to right, George ('.. Shenk, I .S. Steel;
Charles P. Murphy, BBDO; Douglas
Vales, mux). John Hardesty, RAB
WHY 'SNOWFLAKE' ADDED RADIO
U.S. Steel wants to build retailer tie-ins on spot radio eore
Station buying problems connected
with U.S. Steel's Operation Snowflake
are discussed by Steel's agency, BBDO,
and station men. Left to right.
Murphy and Yates of BBDO, Martin
Beck, Katz Agency rep, John Kelly,
general manager, II J If , Cleveland
u
nited States Steel is exploiting spot
radio's potential for retail tie-ins by
adding the medium to its Operation
Snowflake promotion in 1956.
This marks radio's dehut in the pro-
motion, which is a three-pronged media
affair this year embracing am. tv and
newspapers.
Steel's agency, BBDO. has chosen
the powerhouse approach for radio.
'I he agenc) has scheduled a two-week
drive from 26 November through 7
December on 54 stations in 48 markets.
Most of the stations will he 50 k\\. out-
lets and their combined signal coverage
is estimated at 859? of U.S. homes.
This is Steel's third year for Opera-
tion Snowflake. which is an annual
Christmas consumer promotion and 1»\
now considered highly successful. The
shlized snowflake motif and the slogan
that goes with it — ''Make it a White
Christmas, give her a major appliance"
— have made a sizeable impression in
the appliance business. Appliance sales
during December 1955 were $82 mil-
lion over the corresponding month in
1954 and Operation Snowflake is given
at least part credit for this showing.
Network tv started off in 1954 carry-
ing the brunt of the promotion via the
U.S. Steel Hour. Last \ear the na-
tion's biggest steel firm and the third
largest enterprise in the U.S. (seeking
to increase the consumption of steel in
the home by pushing appliance sales)
added newspapers to beef up the pro-
motion by inducing more retailers to
tie in. This tie-in effort is now being
intensified with radio.
As an aid to stations seeking tie-in
business, Steel has sent out kits to out-
lets on its schedule and has also offered
them to an\ station which requests one.
So far. about 1.10(1 stations have re-
quested the kit. a striking testimonial
to the power of the ad drive.
The kits include I 1 i material for the
use of station salesmen which describe
what steel is doing with Operation
Snowflake and pro\ ide ideas for sales-
men. (2i recordings of the Snowflake
musical signature (a version of the
theme used on the U.S. Steel Hour),
\'.\\ 5()-second cop\ on each of the
nine major appliances plugged in the
promotion (dishwashers, refrigerators,
ranges, freezers, washers, dryers, iron-
ers, water heaters and cabinet sink-i
and i 1 i script- of Steels commercials.
The agenc) bought an average of
about 40 announcements per station.
or a total of more than 2,000 for the
Campaign. Since the theme of the pro-
motion is angled toward the male.
earl) morning and late afternoon time,
during which driving to and from
work is at its height, was sought by
the agencj timebuyer. ^
SPONSOR
17 NOVEMBER 1956
37
On traffic boards, such as this one at NBC, television networks tackle complicated job of fitting in competitive sponsors
IS ADJACENCY PROTECTION
■ Alternate sponsorships along with increasing product
diversification indicate the need to reexamine adjacency rides
I lie (aim of the young lad) in tin
picture above belies the complexity ol
llie problem with which she is wrest-
ling: how In lil competing adv ei I i — « - r -
into television's crowded nighttime
lineup. It's always been a ground rule
of aii advertising that competitors are
kept separate from each other in an)
programing or spol schedule. But
u hat do j ou do when the simple one-
sponsor pattern of radio gives u;n I"
tele\ ision's multi - sponsoi pattern?
\imI what do you do when companies
which were once involved in one basic
business suddenl) embi a< e dozens of
producl types through product diversi-
on and mei gei ?
" \djacenc) protection i- one of the
biggest problems we face today," says
V illiam ll\ land. \ ii e president in
charge of network sales for CBS TV.
"NBC is looking at this thing close-
ly, sa\s Robert McFadyen, manager
of the sales and merchandising plan at
that network. "We're going to have to
I > i j I more realistic policies into effect.
We've actuall) lost sales through com-
petitive situations."
"Look, we've got clients here," says
an ad agenC) executive, "who prize
this product protection so liighb, I ve
gol to talk olT the record. Bui per-
sonall) I think it's a lot of nonsense.
I I I were a client. I\l welcome the op-
portunity of being adjacenl to a com-
petitor. Supermarkets open up across
the streel from each other. jewcli\
~-l < 1 1 «- Stand -idi- h\ -side and l>\ iheii
\ei\ proximity, help each other to
greatei Sales because the) attract peo-
ple into the specific area of purchase."
""Sure, adjacenev protection can be
a problem." said ("hick Aim. national
t\ -ales manager for ABC. "but I don't
think anything'll be done about it."
"'Too main companies are in widely
diversified lines today," says a top ad-
vertising strategist with just such a
major sponsor company, "and if we're
going to be realistic, then those pro-
tective adjacencies will have to 1:0.
\<liaccnc\ |>i otection 1 it answers to
several names: producl protection,
protective adjacencies, exclusivel) I is
both a buyer's and a seller's problem.
On the seller's side, the television net-
works are the hardest hit. but the sta-
tions feel it too. \mong the buyers,
the -mailer clients ma) suffer most, but
this doesn't mean that some giants go
18
M'ONSOH
17 NOVEMlil.K I ')•">(>
unscathed. Ironically enough, both
buyers and sellers collaborated in
building this situation in the first
place.
It began with the thought that two
competitive products or advertisements
for such \\ould tend to cancel each
other out if placed side-by-side. The
belief quickly became a tradition with
the result that in print media, maga-
zine and newspaper make-up men took
pains not to position competitors' ads
back-to-back or face-to-face. However,
it was always on a "try to" rather than
a "'must" basis. According to both the
Magazine Advertising Bureau and
American Newspaper Publishers Asso-
ciation, the practice is not "manda-
tory" or "written into contracts."
Outdoor advertising also tried to
avoid competitive situations, hut its cli-
ents have had to he tolerant. All the
billboards along a strip of highway are
not always controlled by the same
company, so there can be no guarantee
of exclusivity.
It remained for air media, selling
the most limited commodity of all —
hours in a day — to guarantee it in
writing. In the early days of radio,
advertisers asked for, and stations
agreed to a policy prohibiting the
scheduling of competitive sponsors
back-to-back or permitting an an-
nouncement immediately after a pro-
gram advertising a competing prod-
uct. The protective time-buffers be-
tween rival sponsors became set at
half-hour blocks in the evening and 15-
minute separations in daytime.
The code was carried over to tele-
\ ision for the simple reason that it had
ARTICLE IN BRIEF
Research shows importance of adja-
cency protection may be over-rated.
There is little, if any, adverse effect
on commercials when competing brands
are advertised on adjacent shows.
Broadcasters and even some advertisers
are hoping the policy will be softened
never over - complicated radio. T\
nets, stations and sponsors went on
draw big up the same kind oi conl i act
despite the fact that it involved a
brand new medium in a changing
world oi business. As the new medi-
um demonstrated its spectacular abil-
ity to sell, the demand for it- time
has grown to a point where sponsors
stand in line. At the same time, its
selling abilitx is predicated on top
programing, and this has proved to be
far more costly than radio ever was.
Consequently, lew advertisers can af-
ford to buy as much time as they
would like to have. The workable
solution has been alternate sponsor-
ships and participating shows, where-
in more advertisers can get aboard for
shorter rides.
Last year, for example, NBC TV
evening hours were occupied by 45
advertisers. This year, there are 65 in
the same time period.
The changing business scene that
further complicates the scheduling, is
reflected in the trend toward company
mergers, bin -outs, and diversification
of product lines.
\\ hen the protective polic) was set
up for radio, soap companies manu-
factured soaps and food companies
generallj stuck to foods, and most ol
the programing was on a lull sponsor-
ship basis or, in the case "I daytime
radio, five-day-a-week strips with no
co-sponsors. Todaj . man) majoi com-
panies have broadened their product
lines. P&< ■- for example, now manu-
factures not onh soaps and detergents,
but toothpastes ' < rleem and I Iresl I .
beauty aids I Pin-It, Lilt, Part) Curl)
and has even branched into foods
(Crisco and i lull" shortenings, Dun-
can Nino cake mix. Jiff and Big Top
peanut butters I and into paper (the)
lecentK acquired the Charmin Co.).
The\ are not unique. I.evei Urother-
and ( iolgate-Palmolive have each over-
flowed the area of soap production
into such fields as process cheeses,
dentifrices, deodorants and beaut)
aids. Meanwhile major food com-
panies have moved on from breakfast
cereals and rake mixes into electrical
appliances and convenience foods. It
goes without saying that as new op-
portunities in still other product lines
arise, these companies might considei
taking them on.
To protect all the tentacles of such
OCtupi against competing tentacles in
the matter of t\ adjacencies is a be-
wildering job. Blanket protection for
one competing sponsor compan)
against another is no longer feasible,
and. a- a matter of fact, the networks
have been modifying protection to
cover competitive products only.
Today, in securing an adjacency, a
product is judged to be competitive
according to it- definitive use. I "i
example, two competitive auto tires oi
toilet soap- would not run back-to-
RESEARCHERS ANSWER THREE ADJACENCY QUESTIONS
Q.
A.
Do rival commercials suf-
fer if on adjacent shows?
Q-
"Even {nautili;: -aine \ iewer- watch ^^
two successive shows, there ap- ^^^ ■
pears to be little detectable ad-
verse effect if competing brands
advertise on these -hows," says
Horace Schwerin, of Schwerin Re-
search Corp. "The \ieuer lends to
approach each program as an in-
dependent entity."
Is there any advantage in
being next to competitor?
"Both sponsors could benefit from
a more active viewer res] se pat-
tei n." says Mberl Shepard, <\<-. .
v.p. in charge of i\ testing .it In-
stitute For Motivational Research.
^imilarit) of prndiirt- i an attract
a viewei into a buying frami oi
mind jus) .1- > ival stores in same
area i n ate .1 shopping centei .
Is product exclusivity nec-
essar) within a program?
Until Schwerin and Shepard e
it i- ne< essai ) . Fai t"i her<
501 iation "t product « ith the show
or stai personality. Si bwej in finds
the Btronget 1 ommei cial loses some
1 Efectiveness « hen 1 ival is \ iewed
neai it in same show. The weakei
commen ial's effe< ti\- ness 1- total-
K obliterated l>\ the strop
SPONSOR
17 NOVEMBER l().i()
39
hack. But a toilet soap of one com-
panv might conceivably appear next to
the hair shampoo <>f a rival company.
In working out these arrangements,
all the networks agree that those major
sponsors such as V^C, who have gone
into diversified product lines are show-
ing a deep understanding and sym-
pathy for the broadcasters' problems.
But no matter how much study goes
into the classification of the products
bj use and into the scheduling of com-
mercials, sometimes these giant spon-
sors can't help humping into each
other. Main of them hu\ night-day
packages for discount and in one or
the other times of da\ are almost cer-
tain to collide with one of their com-
petitors who have done the same.
When such situations arise, who gets
lilted where? As for alternating and
multiple sponsorship shows — not to
mention spot television on a net's affili-
ates -no amount of juggling can keep
evervhod\ happy. "For complete sell-
ing freedom," sa\s NBC's McFadyen,
"the ideal operation would include no
guaranteed protection.
Today, radio is not immune either
id scheduling complications caused 1>\
adjacencv protection. The trouble oc-
curs largel) in -pot saturation cam-
paigns and most!) in the currently
popular prime hours of 6:30 to 9:30
a.m. and t:00 to 6:30 p.m. Right now,
it is the -oa-onal saturations lor such
products a- new car models and cold
remedies that are setting up station
problems. \t such times, advertisers
have been known to waive protection
jusl to gel on the air.
"If timebuyers, in man) cases, were
given in. in- freedom to select times,"
- Jim Kshlcman. ea-lci n radio -ales
manager for Edward Petry Co., "it
would ease the adjacency problem and
at the same time result in good buys
for their clients."
Just how necessarv is adjacency pro-
le, lion? What do the researchers have
to say about it?
Schwerin Research Corporation's
president. Horace Schwerin, sums up
losoits learned in a number of tests on
commercials this way: "Even granting
that the same viewers watch two suc-
cessive shows, there appears to be lit-
tle detectable adverse effect if compet-
ing brands are advertised on shows
which follow one another. . . . The
viewer tends psychologically to ap-
proach each program as an indepen-
dent entity. It is within a given pro-
gram, and probabl) in the station-
break time around it. that the big
problems arise."
(Station-breaks can set up a prob-
lem. They are often straight-through
buys, carefully set up for say a 13-
week period so as not to conflict with
sponsors on either side. Then suppose
in the middle of the c\cle. the sponsor
of the show ahead lakes on an alter-
nate sponsor whose product is com-
petitive to the client who has the break.
Perhaps the latter ma\ move out at
that time when his rival is the major
co-sponsor, but what of the alternate
shows when his rival becomes the
minor sponsor? Commercials of alter-
nate minor sponsors invariably fall
near the end of the show — so they
meel again. In such situations. nian\
affiliates throw up their hands and jusl
let them compete. I
Schwerin has also run into main
cases where products live more com-
fortabl) with certain companions than
with others. For example, they found
"commercials for a cand\ were al-
most 7-)0r"t more effeeti\e among
youngsters when sharing a program
with a food product than when shar-
ing it with children's clothing."
Schwerin. however, doe- not advise
non-exclush it\ within participating
programs. duo rival drug products
were first tested, separately, then put
into the same half-hour program. In
the first (exclusive I situation. Brand
A rated 14 and Brand B rated 11 ac-
cording to Schwerin's Competitive
Preference measure (defines a com-
mercial's ability to get additional view-
ers to buv brand i. The non-exclusive
tests showed: when commercial for
Brand A ran first, it scored an 11
against Brand B's 0. Then, still non-
exclusive, the commercials were
switched. Brand B was run off first.
It scored 5 while Brand A fell to
minus 1.
The conclusions from this are: il)
the stronger commercial loses some
effectiveness when the rival is viewed
near it: (2) It suffers more when seen
after the weaker commercial: (3) the
weaker commercial s effectiveness is
totally obliterated b\ that of the
stronger.
At the Institute For Motivational
Research at Croton-on-Hudson, N. Y.,
Albert Shepard, executive v.p. in
charge of tv testing and consulting
services, is entering into a full-scale
stud) of television advertising and
what make- viewers react. His pilot
studies show that within a program,
exclusivitv must be maintained, large-
Iv because of product identitv with
the star.
But once outside the area of partici-
pations, adjaeenev protections have
little or nothing in their lav or. Shep-
ard has found cases where rival prod-
TOP BILLING for Michigan s TOP TV buy
SPARTON BROADCASTING CO., Cadillac, Mich.
Natl Reps.
WEED TV
Mtte People
Listen
A\Pl
BIRMINGHAM
THE Voice OF ALABAMA
John Blair & Co.
10
SPONSOR
] , \ov EMBER L956
rtisement
Pioneering Outer Space dan Wail!
By John Popper and lU-vt Ferguson
Let's pioneer Outer Space, later! At
the moment, let's whoosh to the South
— with an incipient sales thrust, power-
ful as the impact of a rocket take-off.
Destination: WDIA. Memphis, where
a market bonanza is waiting explora-
tion— a Negro market that is Tangible,
Tenable. Timely.
Tangible
The Memphis Negro market is tangi-
ble. This sales area has one of the na-
tion's highest percentages of colored
population, one of the heaviest con-
centrations of Negro income. One-tenth
of all the Negroes of the I nited States
live in Memphis. Approximately 43%
of Memphis residents are colored —
with a per capita income of $28.79 for
every $100 of white income, while that
of Chicago is $7.89; and New York,
only $6.59.
This high income ratio of Negroes
in the Memphis area means direct ac-
tion at the super-market, the drug
store, the retail soft goods depart-
ments. Memphis Negroes spend 80^
of that high bracket income on com-
modities— influenced by WDIA, Ne-
groes, for example, buy a staggering
HO', of all the rice sold in Memphis;
purchase more than 64$ of all four:
up to 64' < of the blankets and hosier) :
about 75* i of the chest rubs, laxatives,
and deodorants. In addition. Memphis
Negroes are major customers of local
furniture and appliance dealers, as well
as clients of life insurance agents. The
Memphis Negro market is a tangible,
concrete market — with substantial sol-
vency .
Tenable
The market is. also, tenable . . . for it
IS a tangible expression of a powerful.
intangible ps) etiological drn e. e\ oh ing
from the new Negro status-quo. The
steady spending is a manifestation of
racial pride, resulting from social rec-
ognition and economic stability ... a
new sense o| responsibility in the com-
munity and a desire to elevate stand-
ards of liv ing.
\\ Dl \ protects the tenable position
of this Negro market, fortifying it-
50,000 watt coverage with customized
programming. As industry developed
in the South. WDIA took cognizance
of the economic trend and potential
payroll of L,237,686 Negroes. WDIA
began an exhaustive market research
in this area . . . determined the con-
sumer needs of Memphis Negroes . . .
and discovered the only wa\ to reach
them. \ check on new-paper-periodical
readership revealed a percentage so
low. advertising bv printed media was
ineffective. TV ownership proved to
be low, too — its penetration almost
negligible. Radio listenership, then, was
the medium, through which to con-
tact the vast Negro market of Mem-
phis. WDIA became Memphis1 first —
and only — 50,000 watt station. And
WDIA was the first to recognize, re-
spect, cater to the Memphis Negro
market. \\ DIA converted to program-
ming exclusively for Negroes . . . gave
them their own stars . . . geared all
activities to their interests. As a eon-
sequence, WDIA dominates the Mem-
phis Negro market — directs the spend-
ing of an annual quarter of a billion
dollar pav roll!
How l. 237.686 Negroes react to Nat
William-, on his, "Tan Town Colfee
Club"— Willa Monroe, WDIA Home-
makers- — -or Ford Nelson, with hi-.
"'Hallelujah Jubilee" — is sensational.
These and other WDIA stars appeal to
the Negroes in their audience with
voices, music, copy. which these
earthy, emotional people understand.
The) respond with loyalty, and support
the products their stai- recommend.
These performei- viiluallv control the
huv ing habits ol one-tenth "I the
colored population of the I nited States.
The) induce \\ I >l \ Listeners to huv a
quarter of a billion dollars worth of
merchandise, a year, in specific hi, mil-.
such a-:
Fqlger Coffee . . IrHd . .
I.'.v.so . . ttivrliiiitl ft ire . . Sal
Hepatica . . Ontraa Flour . .
Budiceiser . . lord.
These popular Negro personalities,
with specialized programming, sell
products as no generalized, conven-
tional tvpe. advertising could ever do.
Put them to work on your brands!
They have increased \\DI\- gross
dollar volume 600' - . They can in-
crease your sales volume with equally
astonishing figures!
Timely
Now is the time to explore the feasi-
bility of a promotional program for
your products. The Industrial Revolu-
tion of the South has placed a quarter
of a billion dollars in the pockets of
Memphis Negroes, and has created a
fantastic, "Golden Market." Moreovei.
this $250 million dollar market is still
in the process ol development ... it is
yet growing, widening its scope, ex-
panding its potentials, opening up un-
explored opportunities. Secure priorit)
advantages to sell and establish your
brand, among these high-bracket wage-
earners. Authorize WDIA to plan a
i ustomi/ed program for your product
... to arrange a format, which is
tailor-made to suit the racial taste and
temperament ol Southern Negroes . . .
to -elect an all-stai Negro casl to
broadcast directl) and dynamically to
1,237,686 consumers. This "Golden
Market" is a promised land of profits
— more exciting, in its practical as-
pects, than Outer Space . . . and you
• an pioneer it, without ri-k.
Convincing statistics on the sales
power of program-. -erv iced bv \\DI\.
make investment of an advertising
i ampaign on this 50.000 watt station
a -ouml financial venture. \\ ithoul
obligation, \\ Dl \ will prepare for you
an individually-appointed brochure to
graphicall) point out to wm how
\\ Dl \ can increase youi profits w itli
i ockel -peeil ! ( Jet out v our stationei j
— and. on vour letterhead write a re-
quest for a prospectus, pertinent to
your own particular business. \-k. too,
for a documented bound cop) of, " I he
Stor) of \\ Dl \!"
\\ Dl \ i- represented nationally b)
iolm I ■'.. I'eai -on I ompanv .
JOHNTePPER, President
' FERCi
eV^f-f
BERT FERGUSON, Ceneral Manager
HAROLD WALKER, Commercial Manager
SPONSOR
1 , NOVEMBER 1956
41
Folks fall for ^^/^^/^^^^
"1st in Washington, DC, 6 A.M. to 6 P.M., 7 days a week"— July-August Pulse
REPRESENTED NATIONALLY BY JOHN BLAIR » COMPANY
/v
it's WILS for
SALES RESULTS
LANSING
Busy Facts:}
"Strictly fiom Richard" with
Dick French, 10:00 A.M to 2:00 P M.
■5%
AUDIENCE SHARE'
"Club 1320" with Dave Froh,
2:05 to 5:30 P.M.
.3%
AUDIENCE SHARE'
music
netyS spons
WILS
leads in 51 out ol 52
quarter hours
Represented Nationally by
Venard-Rmtoul-McConnell, Inc.
WILS
•C. E.
Hooper, Inc.
nets on separate shows both benefit
when programed close together. They
actual!) caused a more active response
pattern from viewers than when sep-
arated by several hours.
"The similarity of the products can
set up a thought process in viewers'
minds." he explains, "that may influ-
ence the housewife to consider wax-
ing the floors or the husband to polish-
ing the car. Naturally the best adver-
tisement wins. Something like Man-
hattan department stores — Macy's,
Gimbels and Ohrbach's all tiercel)
competitive yet all hunched together in
one section. But the\ mi re get the
-hoppers down to 34th Street."
These findings are based on early
le-t-. hut the\ are indicative. More
data will he forthcoming from further
tests, since the Institute has set up
its new t\ toting procedure on a
continuing basis.
If adjacency protection can be
shown to mean so little, then why isn't
more being done about it? Tradi-
tion is a hard thing to scotch. One
ua\ out might be for each net to tr\
to sell on a broader base — that is, to
hard goods, insurance companies and
advertisers in some other lines than
foods, soaps and tobaccos.
But the solution most probabl) will
lie in the gradual limiting of exclu-
si\it\ through cooperation I etween ad-
vertiser-, agencies and broadcasters.
While this evolution goes on. how-
ever, broadcasters and advertisers
must continue to a-k themselves how
much protection is necessan within a
90-minute feature film; ami what to
do about piggy-back commercials
wherein two companies manufacturing
diverse though compatible lines (beer
and pretzels, tea and biscuits) -hare
a show onl) to find that one of the
compatibles conflicts with an adja-
cent^ sponsor?
All such situations add to the sched-
uling Complexities of both the networks
ami stations. \\ ith the nets, adjacenc)
protections can mean restrictions in
bringing in new advertisers as well as
;;n intricate communications problem
in tipping o(T the affiliates so that the)
ma) work out their problems in re-
gard to chain bleak- and local
announcements.
Vmong the stations, protection poli-
cies vary, especiall) within the partici-
pating programs. For example, in the
case of a fi\e-da\ -how. the »eneral
polic) is to exclusivity to the adver-
12
-nix-in;
I , M)\ EMBER 1956
liser who buys three out of those five
da\s. Thus a shampoo sponsor \\h<>
l)ii\- Mondays, Wednesdays and Fri-
days in a five-day participating show
can expect to find no competitor
shampoo commercials appearing with-
in the program <>n Tuesdays or
I bursdays.
As has been shown h\ the re-
searchers, this is important within a
>iiiide show where products tend to
become identified with the personalities
or the theme of the vehicle. But main
advertisers continue to feel that it also
is important that their commercials
never appear close to a competitor's.
"We consider adjacency protection
an excellent system," says the head of
one ad agency. "We believe that when
two competitive products are adver-
tised back-to-back, it must neutralize
their effectiveness."
This same adman admits that thej
ti \ to keep as close a watch as possible
to make sure they get this protection.
In national spot, this isn't easy. Thej
learn from the stations when their
announcements were run. hut they
don't get the station logs to check.
About the only time they learn of a
competitor running back-to-back is if
another station in a market monitors
its rival and, in a bid for business,
reports it to the agency. But this
happens as rarely as does a lapse in
the carefully adhered to adjacency
protection policy. As long as adver-
tisers ask for this protection, the sta-
tions continue to cooperate, and will
continue to separate competitive com-
mercials even if it were not demanded.
Modification of the policy certainly
wont mean that either nets or stations
would take advantage of it. They will
still go on doing their best to work
out such problems as this one:
\\ hat to do about a competitive situa-
tion developing when the advertiser of
a full-sponsorship show chooses to use
as a premium the product of another
manufacturer, and this product clashes
with the station break sponsor? Yes,
its happened in spot. Post's Sugar
Krinkles cereal once included in their
boxes a premium of Reed's butter-
scotch candy and advertised it to the
point where it seemed they were -ill
ing the premium instead of the prod-
uct, at which point the adjacent spon-
sor to their tv show in one market set
up a howl that reached the fringe
areas. He also happened to be selling
candy. ^
MADISON'S FIRST TV STATION
PRIMARY
AFFILIATE
3
Serving over 100,000 non-duplicated ABC
homes
Call Headley-Reed TV for the comparative
coverage story
WKOW-TV
MADISON , WIS.
'//////I i/L
has more listeners than
any other Baltimore station!
that's the most important
coverage you con get, isn't it?
Baltimore's Best Buy
REPRESENTED BY JOHN BLAIR AND COMPANY
SPONSOR
17 NOVEMBER 1956
l.1.
ASKS
Do your commercials have more impact
on the viewer when they like your program
Robert P. Mountain, '•/'• and director
radio-tv dept., ) oung X: Rubicam
The primary, purpose of an) sponsor is
to put a show on the air which the
viewer will like — and. against that fa-
vorable backdrop, sell his products.
While there have been some in-
stances where slmws ha\e been well-
liked, yel viewers or listeners just
listeners just
didn't get
the message
didn't "get the message." it is more
often true that show-likers are com-
mercial listeners. // the commercials
are good and the products are good.
One ease that comes immediately to
mind i- Allied II itelieoel, Presents.
Since the ratings are high, one can
assume the show is liked, and thai
Hitchcock is liked, too. He gently and
sl\l\ led uee- the tension generated In
the slor\ and ingeniously turns over
the commercials to the viewer- who.
relaxing, listen and watch. If that
were nol true, his fan mail and the
sponsoi s would not he mi liberally
sprinkled with favorable comments
about the commercials.
Doesn t j our judgment alone tell
\ ou thai if \ on are relaxed and enjoy -
ing a show vim like, vou re in a good
mood to absorb a commercial mes-
' I nless, ohv iously . that message
is so blatantl) irritating that ii de-
stroys the mood the show created.
nl were being i out ted bv two
men one of whom she liked, the other
to whom she was indifferent whose
message do vou think she'd gi t
Jerome Sachs, Timebuyer, Doyle-Dane-
Bernbach, Inc., \ew York
1 leel that the only logical answer to
the question given above is that the
listener or viewer who likes the pro-
gram will absorb the commercial
message more than (he indifferent
member of the audience.
After all. the primary purpose in
selecting a program is that it lie the
right vehicle for the product. And
consequentlv . if it is the right vehicle,
it should put the desired audience in
the proper frame of mind for the
commercial message.
Of course, one can easilv sa\ that
those who are indifferent ma\ long
before have tuned out. However, many
surveys indicate that this is not so;
that because of a variety of factors.
shot-gun
at the greatest
possible audience
the "non-captivated" listener or viewer
usually stays tuned in.
Actuall\. the matter is a question
of programing. And there are two
major schools of thought on the sub-
ject: One is to shot-gun at the greatest
possible audience: the other is to
program selective!) to a segment of
the population.
I In Inst mIiooI. In me. i- that in
which the all-family product has a
-take. I he second course might be
exemplified bv the slrictlv -male prod-
uct which sponsors an evening. Satur-
day oi Sunday sports -how .
In eithei case, the climate of the
program will determine the degree of
audience receptiveness to the given
commercial. I I he commercial itself.
of course, should fit well into the
scheme of the program, i
For example, lets examine the wine
sponsor who slots an announcement
within a boxing program. It would
seem that the viewer who is enjoying
such a show will similarly enjoj the
thought of relaxing in a manner that s
associated with -polling events re-
freshment, lies in the right frame of
mind to absorb the commercial — to
leant that relaxing glass of wine.
Gerald Seskin, media buyer, AUenger
Advertising Agency, Brookline, Mass.
I would say so, especially where a
commercial is related to the program
and delivered by the star of the show.
In that case, the absorption, it would
seem to me. is dependent mainlv on the
listeners enjoyment of the show. The
listener enjoying the program is more
willing to accept the related live com-
mercial delivered bv the star.
Paradoxically, however. I also feel
that when the listener's emotional rap-
port reaches an exceptional high
point and the commercial come- on,
the absorption declines, because the
listener is wailing impatiently through
listener waits
impatiently
for finale
the commercial for the programs
finale.
The listener who dislikes the show.
OH the other hand, lend- to reject the
related liv e commercial. \ simple test
can be made bv asking listeners to de-
SCl ibe one oi two of the disliked live
1 1
SI'ONSOH
17 XOYKMISKK 19.")C)
commercials they have heard recently.
A common answer would he the recol-
lection of one <>r two "disliked com-
mercials and a more vivid recollection
of a far greater number of related
commercials that were enjoyed.
I nrelated commercials. I think, are
a different consideration, with the ab-
sorption depending mainh on the ap-
peal of the commercial to the listener
rather than on the listener's enjoyment
of the program.
In summary, I think that the com-
mercial absorption in related deliveries
is mainl) dependent on the listener's
enjoyment of the program; whereas
the absorption of the unrelated mes-
sage is mainl) dependent on the appeal
of the commercial il>elf.
David A. Brown, <•/'•• Guenther, Brown,
Berne, Calkin & Withenbury, Inc., Cincinnati
Not having seen an\ of the surveys on
this subject, I wonder first why the in-
different viewers or listener hasn't
turned the dial or switched off entire-
l\ . Then, several important factors
must be considered such as the treat-
ment of the commercial and the idea
bad programs
have sold
merchandise
hack ol it: the qualits of production
and the announcer: the manner of
"sell the announcer employs and the
general effectiveness of the commercial
itself.
Certain!) all of us have seen very ef-
fective commercials on indifferent pro-
grams and it is necessary to consider
the desirability of the product to the
individual listener or viewer. In thi>
same connection, main programs are
sponsored b\ makers of products used
onl\ li\ one sex or the other and lhi~
should produce wideh varying reac-
tions to the commercial even though
both the male and female audience
could find the program equall) inter-
esting.
Actualb. m\ only positive feeling on
this question is that it should be some-
what easier to sell a receptive audi-
ence than an indifferent one: but
again. I have seen bad programs sell a
great deal of merchandise. ^
It's First
So
GS-et "Titae
StettionL"
That's Right . . . FIRST!
MORNING . . . AFTERNOON . . . NIGHT.
WFBL local selling personalities hold the biggest audi-
ence; have demonstrated real sales power; and serve the
fastest growing market in the East.
Look at the rating:
HOOPER RADIO AUDIENCE INDEX
SEPTEMBER-OCTOBER 1956
SYRACUSE, NEW YORK
SHARE OF
RADIO
AUDIENCE
WFBL
B
C
D
E
Mon. Thru Sat.
8 a.m. -12 noon
29.2
26.8
15.7
15.3
12.1
Mon. Thru Sat.
12 noon-6 p.m.
29.5
22.2
15.5
24.4
7.8
Mon. Thru Sat.
6 p.m.- 10:30 p.m.
29.8
13.7
19.4
28.4
6.1
One of the Founders Corporation's Croup of
Stations: Associated with KPOA and Inter-Island
Network, Honolulu; WTCA, Flint, Mich.; and
KTVR, Channel 2, Denver.
Representatives: Peters, Griffin, Woodward, Inc.
:>mm
SPO.NSOK
I i NOVEMBER I ').">(>
r>
zrr&tiBeywA
j
ZIVS NEW STAR-SPANGLED RATING WINNER
STARRING THE U. S. Ml
Produced with the
full cooperation
THE DEPARTMENT
OF DEFENSE AN
THE DEPARTMENT
OF THE NAVY
I l ^ 'WW if
*
SPINE-TINGLING! SURGING WITH
EXCITEMENT, SENTIMENT and HEROISMI
Nothing on tv can compare! Week after week your
viewers thrill to stories ablaze with the adventures,
loves, heartbreaks and triumphs of the U.S. Midshipmen.
SEQUENCE AFTER SEQUENCE
FILMED AT ANNAPOLIS!
BIG AND LAVISH. ..with Hollywood stars and thousands
of U.S. Midshipmen, Navy planes, ships and equipment
. . . "Men of Annapolis" is a program people recommend.
i
TW/
FAST-MOVING, THRIL1ING TALES
of Men and adventure !
p*&
apolis
^
•^^flR
tA
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tfS$»
AHNAPOLIS
..... 00»~.
HOW
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Or
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ofS ANNAPOLIS
*****
oF ANNAPOL!S
....... jgge*""
HIW-'W
BOSTON
t*eN
oF ANNAPOLIS
CHRHWOHCO.
flMflS SMWGSBWK
kwi-tv
CLEVELAND
^eN OF ANNAPOLIS
KPRC-TV KLZ-TV
HOUSTON DENVER
NIEN OF ANNAPOLI4
WSM-TV
NASHVILLE
KATV
LITTLE ROCK
iN
SYRACL)
No Wonder
It's A
Best Seller!
B88 [®S n the City of
Hf Providence,
there's a powerful TV
station. It's a friendly sta-
tion and everyone loves it.
Viewers love it because it
brings them the programs
they want. Sponsors love
it because it brings them
the results they want.
Get the whole impressive story from
WEED Television or directly from
WJAR-TV, Providence, R. I.
iy NBC Basic- ABC Supplementary
Agency profile
J. David Danforth: the client's the bride
"Never forget that the client's the bride," Dave Danforth, BBDO
executive \.|>. in charge of account service, told SPONSOR.
"The client and the account executive have to respect cadi other,
that s true. But have you seen g 1 marriages based on respect only?
I he\ ve gotta like each other. They've got to get along."
It s part of Danforth s joh to arrange client-account executive mar-
riages for an agencj that hilled SI 05 million in L955. In the New
York ollice alone, where half the total billing is handled, some 287
account supervisors, a e's and assistants report to Danforth.
"A man can be a damned fine account executive for one client
and a flop on the next assignment j u-~t because the client only toler-
ates him."
"Our account supervisors have to be marketing strategists.
But. he added, factor- beyond personalitj and liaison arc decisive
in an account executive'- value. "Oui account supervisors have to
be marketing strategists. Mhv sit in on client sale- meetings in an
advisor) capacity on pricing, distribution and sales problems.
Danforth went through these stages and today considers himself
,i veteran. "I've been at BBDO 30 years and I've been married for
three dci ade>. If thai doesn't make you expert in something . . .
Danforth like- to recall the beginnings of his advertising career.
"I'd been touring Europe with the Princeton jazz band that summer,
playing violin. When I came back. I started looking for a job.
Since I was a musician, I thought I should be in radio. Management
thoughl I should be in the mailrooni. Management won out.
Despite a munificent $60-a-month salary, life wasn't too grim for
Danforth in those days. Of course, he did haul those mail bags to
and from (.rand I eiilral. bill when work was over bed |>ick up Ills
8800-racc i coal (eifl from his grandmother), get on the nam
SPONSOR
I i \o\ EMBER 1956
CAPITAL SCENES
Pi ^ fi
hile the Washington scene is not always so liquid,
and rarely so convivial, it is never anything but busy.
Everybody who's anybody, from anywhere in the world, winds
up sooner or later in Washington. And in this rich and busy
market, astute advertisers year after year depend on the
capital's busiest station
Agency profile continued..,
available...
Participating Spots in
a Schedule of Domi-
nate Programs in Ok-
lahoma's Biggest
Market!
mystery
playhouse
6 Nites a week
at 10:30 p. m. . . .
'Every Sunday
MR. DISTRICT ATTORNEY
Every Monday
CITY DETECTIVE
Every Tuesday
RACKET SQUAD
Every Wednesday
SAN FRANCISCO BEAT
Every Thursday
HEADLINE
Every Saturday
CONFIDENTIAL FILE
Buy MYSTERY PLAYHOUSE
at Class B Rates . . . (Participating)
/)ootALU
,(,£<&&
VfifflS
OOCIOOtlOOOOOOOOOOOOOOOOOOOO
Full length, top Warner Bros.
features, 6 nights a week
11 :00 p. m.
Buy THEATRE 8 at Class C
Rates. ' Participation I
Reach the people with the kind of
entertainment they like. Covet
I WO ill Oklahoma's major mar-
kets at « INK Low Cost.
• Call Your Nearest AVERT KN00EI Represent!
tive for Complete Information.
MUSKOGEE — TULSA
TULSA BROADCASTING COMPANY
Box 9697, Tulio, Oklohomo
MIKE SHAPIRO
Manasjins; Director
and lire ..mi- "Dase Danforth. advertising tscoon" for the girls. That
was in I 925.
Today, o\cr 30 years later, it's obvious that Dave Danforth has
enjoyed the intervening period, but raccoon coats have turned into
conservative pin stripe suits, the violin's been replaced by an electric
organ (Christmas gifl from his wife).
"I'm a prett) dull fellow," Danfuith says of himself, prefers to
talk about his two sons and two grandchildren. A dapper dresser,
Danforth manages to look impeccable on the golf course, though
he takes the game seriously, shoots in the high 70's. Handsome, with
greying hair, he has a sociable, outgoing personalis .
"Contact,"' he says. "That's the account man's chief function. Of
course, I like account executives to think creatively, not just to be
administrative. We've had a training program here for young ac-
counl men since L946. We like to get young men who'se had a year
or so of selling in the field for a major company, because, once
they're here, the\ won't gel thai sort of experience. We just move
them right along, promoting from within, rather than looking out-
side the shop.
\\ iih some IV I of the agencj 's total billing in air media. Danforth
has seen an increase in the number of radio-tv account executives
needed to service BBDO clients. "These men generalls tome out of
producers' offices or from the networks. At an\ rate, they tend to
he scouted out lis the t\ department, rather than growing up under
our training program. But the trend is toward more of them coming
right out of BBDO."
Working under an account group system, sa\s Danforth, means
llial the account executive really must understand the work of each
u| the agency services in order to apply them properly and coordinate
I hem well for his client. "That's why we let our trainees spend a
month or more in each department, writing copy, Inning time, learn-
ing something about production."
15% commission system is still best
So important has tv become to the agency, that Danforth is cur-
rently reviewing a pamphlet and study, Agency function in tv pro-
granting, which will be available to clients and agents personnel.
"I want the account executives to read it too. There's more to
gelling a tv time period than just finding and negotiating for it.
Most of the top executives supervise a considerable sum in client
monej and the procedure in overseeing their responsibility is far
more costls anil time consuming than main clients realize.
Because of such hard-to-pin-down services and the "idea-nature"
of the agencj business, Danforth feels that the IV' commission
s\siein is -lill the besl system for agencj remuneration.
"In the last analysis it would be tremendouslj costlj for adver-
lisei- to pa\ totalis in fees rather than on a billings commission,
because it's difficull to pul a yardstick on good selling idea-.
\ job of education and public relations, he feels, is also necessary
among the colleges so thai agencies will attract a higher caliber of
young men. "I'm verj concerned aboul this problem, since agencies
don'l pa\ the was user jobs do. Therefore I m active in the l\-
projecl devoted to recruiting in colleges this sear.
Sas- he, "There are no grej flannel -nil and embassj kit types
here.*' Then, he adds t .fleet is els . "Maybe we all look alike in ('.rand
Central, bul I fee] thai when we gel to the office here, we think a
little deeper." ^
.")()
si-oNsnu
IT \ns i mijt.k 1956
CALIFORNIA
LOOK
KRCA • 4
It's motor coats like this
California original cre-
ated by Scully, tailored in
leather to go with your
sports car's upholstery.
It's oil fields ri^ht in the
heart of Metropolitan Los
Angeles — source of more
than 130,000,000 barrels
of black gold every year.
It's millions of lasting
impressions, made on big-
earning and big -spending
Southern Californians by
every advertiser who uses
...NBC LEADERSHIP STATION IN LOS ANGELES ... SOLD BY
(nbcJ
SPOT SALES
A weekly listing of changes
in the advertising and broadcast fields
NEW AND RENEW
BROADCAST INDUSTRY EXECUTIVES
NAME
FORMER AFFILIATION
NEW AFFILIATION
Edward I. Adlcr Community Club Awds. west sis mgr CBS Tv Film sis. acct exec
Fred Beck KVcC-TV. San Luis Obispo, Cal Same, also mgr and oper sup KVEC-AM
Chuck Bernard KPOJ, Radio, Portland. Ore, program mc -Same, production mgr
H. Stilwcll Brown Laux Advtg Agency. Ithaca, NY, acct exec Rural Rad Net, Ithaca, NY, net mgr
Del Carty WWCP, Radio, Sanford, NC. gen mgr WRAL-TV. Raleigh, NC, rcg & local sis rep
lack de Mello KROW, Oakland, Cal, gen sis mgr _ KHV Radio & KHV-TV, Honolulu, Hawaii, vp & gen mgr
Phil Dexheimer KB.C. Catalina KFXM, San Bernardino, gen mgr
Joseph P. Dowling WfOP-TV, Washington, DC, sis prom dir WHCT, Hartford, Conn, sis prog mgr
Phil Dupuis P T & T, LA, administrative KPOJ Radio, Portland. Ore, acct exec
Robert M. Fairbanks KNX Radio, Hollywood, CBS Pacif Rad Net, program prom. KNTX CBS Pacif Tv Net, asst sis prom mgr
& merch mgr _.
Cary Ferlisi KjBW-TV, Salinas, Cal, studio sup Same, operations director
John Cordon Stockton, West, Burkhart, Inc, acct exec _. WCKY, Cinn, Ohio, local sis mgr
Dick Lawrence Ziv World Sales & Prog Svc, nat sis mgr Same, gen mgr
Ken Lomax KRNR Radio, Roseburg, Ore KPOJ Radio, Portland, Ore, anncr
Ceorge J. Lord __WTCN Radio-TV. Minneapolis. Minn, acct exec Same, sis prom mgr
Martin H. Percival NBC Spot Sales, San Fran, Cal John E Pearson Co, gen mgr San Fran office
Ward L. Quaal ,VCN, Inc, vp & gen mgr _ _ Same, now also member bd of dir WPIX Inc
Merrill Rawson Publicity & news San Fran & Chicago KEX, Portland, Ore. gen mgr
Walter P. Rozett CBS Radio, dir of acctg Same, dir of administrative operations
Henry "Hank" Schaefer KNXT-CBS. Hollywood, Pacif Tv Net, acct exec sis Same, mgr oper & traffic
Manning Slater WICC, Bridgeport, vp & comml mgr Bridgeport Bcstg Co, trustee
Cen. Walter Bedell Smith RCA, board of directors Same, now also NBC. member of the board
Ceorge B. Stadtmuller KCBS Radio, San Fran, Cal, dir of acctg CBS Radio, dir of acctg
Bern Sticrman _KCIJ Radio, Shreveport, La, programing K-JOE, Radio, Shreveport, La, asst to the pres
James R. Terrell V/KY-TV, Oklahoma City, Okla, nat sis staff Same, ntl sis mgr
Donald E. Udey _,'ural Rad Net. Ithaca, NY, chief engineer Same, engineering mgr
Pierre Weis Ziv World Broadcasting System, gen mgr Economce TV, gen mgr
David K. Williams Weed Television Corp., sis staff WCN-TV. Chicago, III., nat sis dept
ADVERTISING AGENCY PERSONNEL CHANGES
BBD&O, NY, acct exec
NAME
Leonard Bridges
John V Bonta
Cory D. Clark, Jr.
Anne Cogburn Gilbert
Helen Cordon
Robert A. Hiers
Eugene Hulshizcr
Ralph Klapperich
Alice Liddell
Peggy Mara
Maurricl Mcdearis
William W. Mulvcy
Richard C. Smith
Charles Smullen
Grant Tyler
James C. Waldrop, Jr.
Christy Walsh, Jr.
William C. White Erwin-Wasey
FORMER AFFILIATION
Carnation Co, cereals div, advtg mgr
Atlanta Journal, women's editor
Liller, Neal & Battle, NY, acct exec
Atlanta Art Institute
Heilcman Brewery, advtg mgr
Ingalls-Miniter Co, Boston, Mass
Frank Block Associates, acct exec
Cunningham tj Walsh, acct exec
Harold Cabot & Co, Boston, Mass
Wchner Advtg Agency, Newark, NJ
Ted Bates, prod asst NY office
Atlanta Journal, news staff
Ted Bates, agency prod, The Millionaire
exec vp
NEW AFFILIATION
Liller, Neal & Battle, acct sveg dept
Needham, Louis & Brorby, NY, acct exec
Compton Advtg, sup of LA office
Liller, Neal & Battle, acct sveg dept
Same, mgr NY office
Liller, Neal & Battle, art director
Calkins & Holden, Inc. acct exec
Knox Reeves Advtg. Minneapolis, acct exec
K & E Inc, media supervisor
Anderson & Cairns, pub rel & pub dept
Al Macscher Agency, acct exec
Same, sr vp & dir
K & E Inc, asst acct exec
Barnes Chase Co, mgr prod facilities
Same, producer Hollywood office
Liller, Neal & Battle, acct sveg dept
Same, agency sup, Strike It Rirh
Same, president Erwin-Wasey of Minnesota
SPONSOR PERSONNEL CHANGES
NAME
W. P. Hays
Clyde 0. Hess
Thomas C. Law, Jr.
Robert M. Prentice
James W. Shackleford
Lathrop G. Backstrom
M. D. Blackwcll
Al Cahill
John F. Cash
Donald D. Davis
George J. Higgins
Mel Leavitt
Robert H. Prigmore
John T. Schilling
Elmer O Wayne
Thomas L. Young
Charles Chappell
David P. Evans
Peter Finney
Jack '
Brooks Middlcton
Richard Simon
William Terry
Calvin Vincent
FORMER AFFILIATION
Ralston Purina Co. asst dir Chow advtg
Armstrong Cork Co. product info mgr
Coca-Cola Co, prom bottler sis
Lever Brothers, prod mgr for Spry
Du Mont Labs Inc, south-east regional mgr
Cook Paint & Varnish Co, president
WPTZ TV, Pittsburgh, NY, anncr. spts dir
WDSU-TV, New Orleans, spts. spec events dir
KGW Radio. Portland, Ore. sis mgr
WIR Radio, Detroit, Mich., dir nat rad sis
KOLN-TV. Lincoln, Neb, gen sis mgr
Independent advtg consultant
WOR-TV. NY. operations manager
August Dorr Advertising Associates
Toni Co. Chic, dir of media & advtg admin sves
WOR-TV, NY. tv director
Bryan Houston
NEW AFFILIATION
Same, advtg mgr Ralston Div
Same, mgr of pub info
Same, dir advance sis plans section
Same, mgr advtg policy devel for Corporate Advtg Svcs Div
Same, mgr south zone receiver div
Same, ch of bd KMBC Bcstg Co. Kansas City
KMBC Bcstg Co, Kansas City, sccty & mem bd
Same, program director
KMBC Bcstg Co, Kansas City, vp & treasurer
KMBC Bcstg Co Kansas City, president
KMBC Bcstg Co. Kansas City, vp chg of sis
Same, tv program director
KGW TV. Portland. Ore. sis staff
KMBC Bcstg Co. Kansas City, exec vp
Same, vp in charge of rad sis
KBTV, Denver. Colo, gen sis mgr
Katz Co, NY & Bait plans dir & vp
Ogilvy, Benson & Mather, tv dept
Hoitc Agcy Advtg Inc, acct exec
IWT. NY, assoc media dir
Dan Lawrence Co, Chic, creative dir, acct exec
Ogilvy, Benson & Mather, tv dept
Osilvy, Benson & Mather, tv dept
K&E. LA, account exec
52
SPONSOK
17 N0\ EMBER L956
WBKB
IS
CHICAGO
Channel 7 WBKB Chicago, WABC-TV New York
WXYZ-TV Detroit, KABC-TV Los Angeles, KGO-TV San Francisco
Owned and operated by the AMERICAN BROADCASTING COMPANY
'A NOV KM BUR SIGHT IN CHICAGO"
\ glossy reprint of this photograph can be obtained by writing to Public Relations Dept., Station WBKB, Chicago— Photography: Hedrich-Blessing f
»i
SPONSOR • 17 NOVEMBER ]'>■"><>
53
Vationat and regional spot buys
ork now or recently completed
SPOT BUYS
L^
.#*
**
3*
?o°
IP
&
.«*"
Mill
^S
tf«
KS
V&\t V*
1. sv» jUW
\V*
P^ 'n 5H«e**PonT
™evvs Specio/ist )
In the n ,
"""''eS" •»" second ^ 0m0"3
*" • ' tt/gM \f I
" .1- ' Mar '»r, ,,„,
KCIJ WMRY
The fit/: City Station I
irif/i (Ae Country Flo
5000 Watts 980 KC '
SHREVEPORT '
I
The Sepia Station
with Double Power!
1000 Watts 600 KC
NEW ORLEANS
SOUTHLAND BROADCASTING COMPANY
Mort Silverman, Exec. V. P. & Gen. Mgr.
GILL-PERNA, INC.- Natl. Rep.
New York, Chicago, Los Angeles, San Francisco
■ 1
RADIO BUYS
TREND OF THE WEEK: Pace-setter in continuing trend ol adver-
tisers to aim radii) commercials at drivers in cars, especially on
weekends, is Pan-American ColTee Bureau. New \ ork City. Ilii-
year, in its eighth highwav safetv |>roinoti<>ii campaign, bureau is
using radio only to push the slogan "Slav alert. sta\ alive; make it
coffee when you drive." Pattern: 10 20-second announcements on
Saturdays, Sundays before Christmas and New Year's in 50 mar-
kd-: et's with "Jingle Hells" theme will be used. Bu\ ing i- incom-
plete. Agency: Robert \\ . On \ Assoc. New i ork. Buver: Nina
Flinn.
Lever Bros., New York City, faces contract conclusions and re-
newals for its detergent, Silver Dust Blue, in next few weeks.
Present schedule has covered some b'O markets in two-thirds of the
country. One-minute et's have been aired from 7 a.m. to <> p.m.
\c\t year's schedule indefinite, but indications are it will be simi-
lar to '55-'56 season. Agency: SSCB, New York. Buyer: Ira Gonsier.
Bymarr-Tintair, \ew York City, is Irving to clear good L5-minute
segments across the country for a transcribed chatter show to pro-
mote its Tintair hair coloring. Program of this type, now being
aiicd in Fort Wayne, Ind., is new venture for the client. Buying is
incomplete, and schedules will continue indefinitely. Agency:
Product Serviic-. Im.. New York. Buyer: Mori Reiner.
American Oil Co., Baltimore, has been buying announcement peri-
ods to herald new retail dealers. Gas and automotive lubricant
company has been increasing distribution and retail outlets in Wesl
and Southwest since June aftci expansion from the P.ast. Newest
areas are in Texas. Southern California and Arizona, where Vmoco
buys time as territories open up. Agency: Joseph Kai/ Co., Balti-
more. Buyer: Vincenl I). Bennett.
National Brands Div. of Sterling Drug, For il> Molle lather shav-
ing cream, will probablv make a spot radio comeback eailv next
year. Molle has been inactive iii radio since it- sponsorship of net-
work mysterj programs several years ago. Tentative schedule: spot
radio in eight to I" major market-: probablj some spot tv. Vgencj :
Thompson-Koch Co., New York. Buyer: Robert Hall.
National Cranberry Assn., Hansen, Mass., is in midst ol nine-da}
saturation campaign in 10 Western markets. Pattern: 2"> to 50 an-
nouncements pei week per market. Buying for lbi> first phase IS
complete, with a Follow-up drive now being planned For two-week
pre-Christmas campaign, baiter will concentrate in some 13 West-
ern areas. Agency: BBDO, Vw York. Buyer: Millie Padova.
SPONSOR
I , xov EMBER 1().~>(>
Don't wait 'till the front seats are gone.
1,000,000 people by 1961
You have heard it said that the South is America's last
economic frontier. A region where great new consumer
franchises can be built.
This is true. But as ever happens, late -comers seek-
ing the promised land more often find that the frontier
has vanished. Others are solidly entrenched at lesser
cost and greater profit.
Already this picture takes shape in Atlanta. Popula-
tion of the Metropolitan Area is now reliably put at
869,014. In less than five years it will surpass a million
In 1961 what will be your competitive position in
Atlanta? What is it now'.'
WSH Radio and WSB-TV invite you to share the
rewards of this great and growing market's present and
future. Put in your ground-floor claim on the South's
largesl radio and television audiences today.
if s/< ,;//,/ WSB TV are affiliates of The Atlanta Journal mid Consti-
tution. \ H( affiliate. Representatives arc Edw. Petry A ( o
"White Columns" is the home of WSH Radio and WSB-TV in Atlanta
SPONSOR • 17 NOVEMBER L956
55
Spot buys
NORTH
J»»r»
EAST
°* VIST
• "The reception is wonderful and
I just can"t express the thrills we
have because you are affiliated with
CBS."
Bluefield, West Virginia
• "... .You are certainly putting
a beautiful picture down here."
R.ANDLEMAN, NORTH CAROLINA
• "I thought maybe you would like
to know that I am petting a perfect
picture, and we're 96 miles from the
city limits of Roanoke."
\V \v m MtoRO, Virginia
• "Your picture by far exceeds any
we have e\cr had here."
Rupert, Wesi Virginia
• "The reception is real good.
\\c live 100 miles from Roanoke."
ADKINS, Virginia
• "Your signal here is excellent."
High Point, North Carolina
CBS AFFILIATE
TOP POWER
316,000 Watts
TOP ELEVATION
2000 feet above average terrain
3936 feet above sea level
Ask Peters, Griffin, Woodward !
ROANOKE, VA.
Owned and operated by
the Times- World Corp.
Peters, Griffin, Woodward, Inc.
National Representatives
rrv buys
TREND OF THE WEEK: Soaps, with extra monej at the end of
the year, are scouting prime availabilities. Procter \ Gamble. Cin-
cinnati, for Spit- & Span (Young & Rubicam), reportedlj starts 39-
week drive this week with hea\ \ use of 90-second announcements.
P&G's Oxydol (D-F-S) will go into a limited number of markets,
and Bab-0 (B. T. Babbitt, New York Citv through D-F-S i is under-
stood to have a major-market dri\e read\ to hreak for four weeks
from 25 November. P&G's Comet (Compton) cleanser moves into
a few markets shortlv .
Boonton Molding Co., Boonton, \. .1.. is lining up availabilities in
about 15 markets for its Boontonware, plastic tableware. Companj
is considering 15-minute shows and one-minute adjacencies. Vgencj :
Hilton & Riggio, New York. Buyer: Maria Caravas.
Pharmaceuticals, Inc., Newark, has begun a limited tv spot cam-
paign in Boston for its Geritol and Sominex with the syndicated
program, San Francisco Beat. Agenc) is now scouting available
half-hours in other major market areas. Agencv : Edward Kletter
Associates, New York City. Buyer: Ruth M. Bayer.
Helena Rubenstcin, New York City, is contemplating use of spot tv
to reach teen-age market on behalf of cosmetic line. Ogilvy, Benson
& Mather agency, New York, now comparing costs and coverage of
various media to determine relative effectiveness in reaching this
relativel) small segment of the mass audience. If t\ is recommended,
spot will he tested before full campaign starts. OBM's Ann Jano-
wicz is handling tv estimates for analysis.
Fabron Inc., Waterbury, Conn., is marketing its new product, Tip-
ette nail enamel, with tv backing in si\ selected cities. Scheideler.
Beck and Werner, New York, is using late-afternoon and nighttime
minutes for film demonstrating application of polish in a c\ linder,
complete with brush. Test starts this week, continues through
Christmas. Target: business women and girls. Account executive
and buyer: Harold Frazee.
TV AND RADIO BUYS
Bon Ami Co., New York Cit\. for its new Jet Sprav Bon Ami,
moved into 30 radio markets this week and goes into 7(1 to 80 tv
< i I it "~ within the next fortnight as a continuation of its introductorv
drive for the new product in September and October. Pattern: in
radio. 10(1 to 150 announcements week I v : in Iv. 30 to 50, both for a
one-week saturation drive. Copv : in radio, the jet Bon Ami jingle
in the minute-, the spra) sound in the I" seconds, both transcribed;
in iv. films plugging the newness <>f the product Vgenc) : Ruthrauff
\ Ryan, New York. Buyer: Vincenl DeLuca, with Ed Sherinian and
Mar) I '"vv ling.
:>f.
SPONSOR
1 , \o\ EMBER 1956
rOUR BUSINESS FRIENDS AND
VSSOCIATES WILL APPRECIATE
rOUR XMAS GIFT OF 52 ISSUES
)F THE NEW WEEKLY SPONSOR-
HE MAGAZINE BUSY TV AND
?ADIO ADVERTISERS USE. NOW
)UT EVERY FRIDAY.
Make up your gift list now
and send it to SPONSOR
40 East 49th, Street, New York 17, N. Y.
RADIO RESULTS
Capsule case histories of successful
local and regional radio campaigns
ROSE BUSHES
SPONSOR: \. P. Home AGENCY: Direct
Capsule case history: Because the A. P. Home Nursery
is located in a remote spot, the owners decided to try radio
to attract new customers. Originally a landscape contract-
ing firm, the Home Nursery just this year entered the retail
field. At the start their normal volume of rose bush sale-
had averaged oul to about six plants a day. The day after
their radio campaign began earlj last spring, 18 rose bushes
were sold. During the remainder of the week dailx sales
numbered 25 plants until the supph was exhausted. The
radio advertising was dropped for one week and then re-
sumed when new supplies were received. Byr the end of the
radio campaign which ran for two months, from 1 May to
I July, volume had been increased more than six times and
mole than .'Hill rose plants had been sold. The five-minute
participations in WFEA's Roll Call cost Home a total of
s2(>.~>. W IT. \ station manager. Norton I. Virgien, Jr.. re-
ports that the success of radio in bringing new sales to
\. P. Home has caused the nursery, now off the air. to
request that time be held for them starting in March of '57.
WFEA, Manchester, Vt.
PROGRAM: Roll Call, participation KSTN, Stockton, Cal.
TIRES
SPONSOR: Wilson Way Tire Co. VGENCY: Direct
Capsule case history: The \\ ilson Way Tire Co. realb
started rolling when it ran a special June. July and Augu-t
promotion this year for Seiberling Tires. Clients campaign
was build around KSTN's disk jockey personalities Kllis
bind and Rav Golden. A total of 1 1 announcements a week
were used by the tire company over the Ellis Lind Slww?
broadcast from 10 to 11 a.m.. and the Ray Golden Show
heard from 4:30 to 5:30 p.m. The sponsor attributed ap-
proximateK l.OoO lire sales to the pull of the two programs
and the gross realized from the sales cames to slighth over
$27,000. In commenting on the remarkable response to the
campaign Rav Golden, who is KSTN's promotion and pub-
licit) director, in addition to his record spinning chores,,
told SPONSOR that the Wilson Way Tire Co. of Stockton.
ha> a \ ear-round contract with his station. He added that
he felt the use of special promotions such as the one for
Seiberling serve to keep listeners from tiring of hearing the
same commercial. The cost of \\ ilson Way"s Seiberling
campaign was SO 13.30. or less than 3', of gross sales.
PROGB \M : Announcements
SARDINES
SPONSOR: Maine Sardine Industr) AGENCY: HBD&O
Capsule case history: Some of the best sardines that
come out of the sea are caught in Maine waters and pack-
aged along the Maine shore, or if you prefer, "Down East."
Those same sardines sell all over the country, though, even
.i- I. ii south a- Chattanooga, where lhe\ move like hoteakes
when advertised ovei radio. Earl) last summer the Ramirez
Broki rage < <>. of Chattanooga started to feel the results of a
radio campaign on hehalf of Maine sardines that was placed
in Chattanooga b) the Maine Sardine Industr) through
BBDO. Willi a campaign that -tailed on 10 Jul) and ended
i I '< tobei Ramirez Brokerage, which is but one ol the sar-
dine dealers in thai city, reported that the demand recentl)
forced him to reorder three carloads of sardines to sali-l\
his customers1 need-. The campaign, which consisted of 12
announcements a week during the 13-week schedule, was
heard ovei station \\ MFS exclusively. No othei media were
used. The schedule was hacked up b) the \\ MIS merchan-
dising departmenl which organized merchant calls and set
up point-of-sale displays. fotal cost came to $1,146,60.
DEPARTMENT STORE
SPONSOR: Montgomerj Ward AGENCY: Direct
Capsule case history: How main people will accept a
radio invitation? L. \\ . \\ illett of Montgomery Ward in
Pueblo, Col., found out after running an announcement of
his store's opening over KCSJ, Pueblo. The occasion for the
Montgomer) radio invitation was the opening of a new link
in the mail-order house chain. The week of the opening,
promoted as Ward Week, was highlighted h\ a "Ward
Courtes) Night." Advertising for '"Courtesy \i12ht" was
limited to a direct mailing to some selected customers plus
six announcements over KCSJ on a single da\ which cost
Montgomer) Ward $12. Said Willelt of the response, "To
sa\ the least the evening was an outstanding success. \ con-
servative estimate would be that 7,000 people attended the
evenl and the total results far exceeded our estimates. We
had free 7-1 p for refreshments and over 1,200 customers
were served before our suppU was exhausted. I nfortu-
n.iiely most of the customers did not receive refreshments
due to the tremendous crowd and limited supply. I m sure
that Courtesy Vil-IiI made u^ main new KCSJ friends.
\\ Ml- S, ' hattai ga, Tenn.
I'KOCIi \\1 \m m ements
KCSJ, Pueblo, I oli
PRI IGR \M: \ 1 1 ti icementa
Sl'ONSOH
10 NOVEMBER 1956
.
LEADERSHIP
in/ $Mm PwtJv
JIM OELINE
The Jim Deline Gang
)EACON OOUBLEDAY
Farm Director
JOEL MAREINISS
News Commentator
1 hey're all "old pros" in the
business of serving the listening
interests of 428,000 homes in
WSYR's 20-county service area.
They've earned public acceptance,
because they know what they're
doing . . . and like doing it!
They are relied upon, more than
any other performers in Central
New York, for good entertainment,
dependable news coverage, and
first-rate public service. Naturally,
they add important sales appeal to
the products they advertise.
WSYR's clear leadership in local
programming, and its undisputed
superiority in coverage, make it the
top choice of radio advertisers in
one of America's truly important
markets.
Represented Nationally by
HENRY I. CHRISTAL CO., INC.
NBC AFFILIATE
ELLIOTT GOVE
Timekeeper Show
CARL ZIMMERMAN
News Commentator
ED MURPHY
The Ed Murphy Shows
ROBERT NELSON
News Commentator
570 KC SYRACUSE, N. Y.
JENNIE-BELLE ARMSTRONG
Women's Director
SPONSOR
1 i NOVEMBER 1956
59
In South Flori^ jf ers expec
coverage froM ^/J's PRESTIGE news department. A s(
14 newsmci^Kre the WTVJ audience of 'round-thd
coverage of^^Hocal, state and regional news.
Adding to tn^pcompleteness of this coverage, WTVJ's cl
crews during the past year alone, traveled to 1 1 States cd
foreign countries to gather "local" news stories affectiiN
south Florida community.
Another plus service of Florida's first and most expert
television station . . . another reason why the majority otl
Floridians watch WTVJ and continue to buy the produc I
services of its advertisers.
Basic Affiliate
ING SOUTH FLORIDA AWARD I WINNING NEWS!
*
RTNDA "Gold Trophy
Award For Outstanding TV
News Operation in the Na-
tion." 1952
RTNDA "Gold Trophy
Award For Outstanding TV
News Operation in the Na-
tion." 1953
"HEADLINERS Award For
Outstanding Local News".
1956
LORIDA'S FIRST
ELEVISION STATION
>re$ented Nationally by Peters, Griffin, Woodward, Inc.
d&*4
I^AlANM
Digest of the week's developments
in advertising and the air media
ews and Idea WRAP-UP
ADVERTISERS
White Owl may switch
to syndicated film buy
General Cigar is dropping National
Bowling Champions (NBC T\ Sunda)
1.0:30 p.m.) at the end of the current
13-week <\ cle.
Client is happ) with the show's rat-
ings 1 nit finds it expedient to withdraw
because ol the number of stations thai
have dropped awav from the hookup.
Probablj will replace program with
a syndicated film huv using about 45
markets.
Cene K. Foss. marketing v.p. of
Grove Labs, calls for more "reason
why" in proprietary drug advertising.
Citing the public's increasing knowl-
edge ol medicine, tlie marketing expert
pointed to the success of Ins compain "s
Citroid Compound copy with "news-
explanation approach." The cold rem-
edy lias used heavy radio-tv spot cam-
paigns as well as newspaper ads.
Philco has bought the Sierra Elec-
tronic Corp. of San Carlos. Cal. Sierra
will operate as a subsidiary, expanding
Philco s research, engineering and de-
velopment facilities . . .Nestle's de-
caffeinated instant coffee has made a
solid deluit in the New York area with
all major chains and about 60' ! of in-
dependent outlets alreadv stocked. I lie
product. Decaf, received promotion via
network show (Oh Susanna on CBS
I \ i local tv shows and spots, plus
over 100 radio announcements per
week.
Kevlon sales for the third quarter
were $20,519,000 as compared to $11,-
831,000 for the same period last year.
Earnings for the third quarter reached
$2,123,000 with a total of $5,986,000
for the first nine months of this year.
No direct comparison with the same pe-
riod last year due to change in account-
ing procedure. . . . Clever packaging
idea by Miles for One-\-l)av vita-
mins is miniature apothecary jar cur-
rently on view on NBC News
Old Gold filters promote the "live"
CBS TV Jackie Gleason show in new
point-of-purchase display. . . . Helene
Curtis sees "biggest" year for men's
toiletries in 1950. Buyers report in-
creasing sales to men (instead of just
their wives), plus mounting interest in
aerosol-tvpe shaving lathers, pre-elec-
tric shave lotions and co-ordinated
Fragrance sets.
Savarin's success with its Saturday
Vight \ews on \\ KCA-TV. New York,
has sparked the inauguration of the
same type, same title show on WKNB-
TV, New Britain, Conn. Lawrence C.
Gumbinner is the agency. . . . Pea-
cock Television Service in \mar-
illo has a smart ad idea — the repair
company has bought the trouble slides
on KGNC-TV. When program delays
occur, slide announces. "It's not your
set but when it is — call Peacock Tele-
vision Service."
AGENCIES
JWT realigns tv-am
timebuying assignments
.1. Walter Thompson has reshuffled
timebuying assignments. New align-
ment on accounts as follows:
BriUo: Anne C. Wright, associate
media director; Nancv Smith, buyer.
Buitoni: Anne C. W right, associate
media director: Allen Sacks, buyer.
Burlington Industries: Anne C. Wright.
a~s ociate media director; Allen Sacks,
buyer. Chesebrough-Pond's: ■\nne C.
W right, associate media director: Nan-
cv Smith, buyer.
Devoe & Raynolds : G. Vernon, as-
sociate media director; Joe Barker,
buyer. Ford Motor Co.: James 0.
Luce, associate media director; Tom
Glynn, buyer. Ford Dealers: James 0.
Luce, associate media director: lorn
Glynn and Sam Scott, buyers. Lever
Brothers: G. Vernon, associate media
ADVERTISERS: Savarin repeats Saturday
Xi/iht Vews show pattern on W k\U TV, New
Britain. New luiL show served ;i- nmdrl
RADIO STATIONS: rrain display is viewed
bj I [ugh Hunt l I » oi Southei n Pai ifii and
Felix \'l.un- (r), Kl \< general Bales mgr.
TV STATIONS: Shop Easj supermarkets use
clow n to ann ice special in store sales
.i eye i ati hei on < ll< T T\ 's '' Home show
SPONSOR • | i \ov EMBER 1956
I low ^Aruaiiable
front SPONSOR
SERVICES INC.
BOOKS
1 ALL-MEDIA EVALUATION STUDY $4
155 Pages
This book gives you the main advantages and
drawbacks of all major media . . . tips on when
to use each medium . . . yardsticks for choosing
the best possible medium for each product . . . how
top advertisers and agencies use and test media
. . . plus hundreds of other media plans, sugges-
tions, formulas you can put to profitable use.
2 TV DICTIONARY/HANDBOOK $2
48 Pages
The new edition contains 2200 definitions of
television terms . . . 1000 more than previous
edition. Compiled by Herbert True of Notre
Dame in conjunction with 37 other tv experts,
TV DICTIONARY/HANDBOOK also contains
a separate section dealing with painting tech-
niques, artwork, tv moving displays, slides, etc.
3 TIMEBUYING BASICS $2
144 Pages
The only book of its kind — the most expert
route to radio and television timebuying. A
group of men and women who represent the most
authoritative thinking in the field talk with
complete candor about tv and radio and the
opportunities these media offer.
BOUND VOLUMES
14 VOLUME FOR YEAR 1955
$15
Every information-packed issue of sponsor for
1955, bound in sturdy leatherette. Indexed for
quick reference, bound volumes provide 3Tou with
a permanent and useful guide.
15 BINDERS
1_$4 2— $7
Handy binders provide the best way to keep your
file of sponsor intact and ready to use at all
times. Made of hard-wearing leatherette, im-
printed in gold, they'll make a handsome addi-
tion to your personal reference "library."
15 SERVICES TO HELP YOU
MAKE THE MOST OF YOUR
RADIO AND TELEVISION
OPPORTUNITIES
fiMNMMMNNMNMNNMMMj
REPRINTS
4 HOW DIFFERENT RATING SYSTEMS VARY IN
THE SAME MARKET 15c
Ward Dorrell, of John Blair (station reps),
shows researchers can be as far as 200% apart in
local ratings.
5 TELEVISION BASICS 35c
24 Pages
6 RADIO BASICS 35c
24 Pages
7 FILM BASICS 25c
12 Pages
8 PROCTER AND GAMBLE STORY 25c
20 Pages
9 ADVERTISING AGENCY IN TRANSITION 25c
16 Pages
10 92 WAYS TV MOVES MERCHANDISE 25c
16 Pages
11 TIPS ON TV COMMERCIALS
6 Pages
25c
12 NEGRO RADIO HAS COME OF AGE 25c
16 Pages
13 WHY 5 NATIONAL ADVERTISERS BOUGHT
SPOT RADIO 25c
6 Pages
SPONSOR
17 NOVEMBER 1956
<.:i
director; Joe Barker, buyer. Mentho
latum: Amir C. Wright, associate me
dia director; Nanc) Smith, buyer
I ork Central: <i. \ ernon, associ
ate media director; Joe Barker, buyer
Oneida: \nne ('.. \\ riiiht. associate me
tlia director: Allen Sacks, buyer.
Pan American: R. P. Join-, associ-
ate media director: Jayne \I. Shannon,
buyer. Readers Digest: R. I*. Join-.
associate media director: Jayne M.
Shannon, buyer. RKO Teleradio:
Anne C. Wright, associate media di-
rector; Mien Sacks, buyer. Scott Pa-
per: R. I'. Jones, associate media di-
rector; Jayne M. Shannon, buyer.
Scotts Emulsion: G. Vernon, associate
media director; Joe Barker, buyer.
Seven-Up I N. Y.) : James 0. Luce,
associated media director; Tom Glynn.
buyer. Shell Oil: James 0. Luce, as-
sociate media director: Tom Glynn,
Inner. Standard Brands: G. Vernon.
assoi iate media direetoi : Joe Bai kei .
Inner. Ward Baking: R. P. Jones, as-
sociate media director: Jayne M.
Shannon, buyer. /. B. II illiams:
James 0. Luce, associate media direc-
tor; Tom Glynn. buver.
IN
PONCA CITY
OKLAHOMA
You can bet your bottom dollar that viewers
within our 100 uv area are getting a honey
of a picture when you realize that Television
News of Ponca City, Oklahoma, regularly
carries all WIBW-TV* program listings.
Maximum Power, 316,000 watts
Maximum Height, 1010 feet
TOPEKA, KANSAS
Ben Ludy, Gen. Mgr.
WIBW & WIBW-TV in Topcka
KCKN in Kansas City
Rep. Capper Publications, Inc.
CBS ABC
New agency appointments in-
clude: Ogilvy, Benson & Mather for
Lever Brother's Dove advertising in
Canada: MacDonald-Cook for Kitchen-
Ouip which has recently acquired the
Duncan Mines Institute name for its
food-vegetable cutter; Lawrence C.
Gumbinner for Block Drug's Amm-i-
Dent. Omega Oil. Minipoo, Poslam
Ointment. Stera-Kleen and Laxium:
Al Paul Lefton for Crown Central Pe-
troleum: and Hoite Agey Advertising
for National Airlines.
NETWORKS
ABC station relations
realized as Jahncke resigns
Separation of executive authority
between the tv and radio networks at
ABC is now complete.
With the resignation of Ernest Lee
Jahncke. Jr.. as v. p. and assistant to
I In- pi esident. the nal ional dii eetoi s foi
the t\ and radio networks now report
direct to the respective heads of the
two ABC networks.
I nder the previous setup Alfred R.
Peckman. of t\ relations, and Edward
KM TV
OMAHA
sells a
5 State Market
with
$1,276,812,000
Gross Farm Income
Represented by
Edward Pctry Co., Inc.
The Kansas View Point
CHANNEL
.,1
s|'(l\sl)|{
1 , NOVKMHKK 1 (J5()
1WK«»«»«» "»«%■»— I,
^OM^lF^tcL*-aLscxz*c5 ahJL Sotd <r>t KRON-~T\/
POPEYE
AVAILABLI S. F. CHRONICLE • NBC AFFILIATE • CHANNEL 4 • PETERS. GRI FFI N, WOODWARD
SPONSOR • 1, NOVEMBER 1956
<•-,
J. DeGray, oJ radio relations, reported
to Jahncke.
Network television
billings up 21.8%
Network tv billings are up 21. !!' .
for the first nine months of thi> year
ompared to the same period in
L955 according to I'.I.H. figures.
Joint totals for the three networks
for the nine months of 1956 reached
$353,961,824.
ABC TV shows rating gains in Niel-
sen National report for 1 October
1956. NAA rating of 15.2 for spon-
sored evening programs marks a 20%
increase over the same period last for
the network. On share of audience
ABC T\ has also gained — 17'r over
L955. . . . CBS TV has sold the last
remaining alternate week half-hour of
Playhouse 90 to American Gas Asso-
ciation. Agency is Lennen & Newell.
Playhouse 90 sponsor line-up now in-
cludes: Bristol-Myers; Singer; Ron-
son; Marlboro, due to start 3 January;
wmm
0 0
in this 4-State,
58-Counfy
Mirk
it
Herein WFBCTV's 100 UV/M
contour is the South's richest
textile-industrial area and its
famous mountain vacationland.
Population, Income and Sales
from Sales Management Survey
of Buying Power 1956. TV Homes
from Nielson '53, plus RETMA
shipments to date.
TENN
• KNOXVILLE
N. C
asheville\c«arlotte .
« spartanburg
greenville ~~ ^
COLUMBIA
s. c.
AUGUSTA «\
Population
Incomes
Retail Sales
Television Homes
1,991,700
$2,115,295,000.
$1,467,678,000.
367,230
"The Giant of
Southern Shies"
Video -100,000 Watts
(FCC MAXIMUM)
Audio — 50,000 Watts
Antenna height— 1,204
feet above average
terrain — 2,204 feet
above sea level.
Here is one of the South's great
markets. Compare it with Atlanta,
Jacksonville, New Orleans or
Miami! Latest PULSE and ARB Re-
ports prove WFBC-TV's Dominance
in its coverage area. Write us or
WEED for market data, rates and
availabilities.
NBC NETWORK
WFBC-TV
The Giant is the only maximum-
powered VHF station in the Green-
ville -Anderson -Spartanburg market.
Channel 4 Greenville, S. C.
Represented Nationally by
WEED TELEVISION CORP.
and American Gas, due to start 10
January.
NBC TV has hung out sro signs on
Caesar's Hour until the end of this
year with Carter Products coming in
for four one-third segments. Carter has
also hought one-quarter of eight Satur-
day National Basketball games start-
ing 15 December. SSCB is the agen-
cy. . . . Bristol-Myers has also signed
to sponsor six one-quarter segments of
the basketball games through Dohertv,
Clifford, Steers and Shenfield.
You're On Your Own, sponsored
by Hazel Bishop, will replace High
Finance on CBS TV starting 22 De-
cember. The audience participation
series will give prizes as high as $25,-
000 on a single program. Agency is
Raymond Spector. . . . Micro-Mois-
ture Controls has bought participa-
tions on NBC TV's Today and Tonight
shows in behalf of its Thermo-Chef
cooker.
CBS Radio president, Arthur Hull
Hayes in a speech before the Detroit
\dcraft Club pointed to following
figures on auto radio listening: 3,180,-
000 people are driving their cars and
3f« POWER
,*kN AGRICULTURE*.
C BS Kadio
S.000 WArrS'l260KC
I&
EUGENE. OREGON
IVA/VT Aioxs FAcrs P
-coAtrAcr w&D 6 co.
SPONSOR
I , \o\ I MBER l')5(>
mat
"^ * \,v £fiq|P0(f , /^ '. '/. P/r
MUSHROOMING SALES...
are yours for the asking in the ENTIRE Prosperous
Piedmont section of North Carolina and Virginia with wfmy-tv.
True, because no station or group of stations delivers complete
coverage of this mighty industrial area as does wfmy-tv.
Greensboro n\1 |^ ,//>£■< Pinehursl
Wmslon-Solem Salisbury Fori Bragg
Durham Chapel Hill Sanford
High Point Danville, Va.
Reidsville Martinsville, Va.
WFMY-TV. . . Pied Piper of the Piedmont
"First with LIVE TV in the Carolina*"
50 Prosperous counties - 2 Million Population
$2.5 Billion Market $1.9 Billion Retail Sales.
Call your H-R-P man today for full information.
uufmy-tv
KZ/t/l,
GREENSBORO, N. C.
Repreienied by
Harrington, Righter & Parsons, Inc.
New York — Chicogo — Son Francisco — Atlanta
Basic
Since 1949
SPONSOR
17 NOVEMBER 1956
67
listening to radio during tlu> a\erage
minute between 6 and 9 p.m. week-
days; on weekends the average minute
audience jump up to over five million
between noon and 3 p.m. . . . ABC!
Radio's morning block, Breakfast
Club, l/i True Story, 11 hen a Girl
Marries, Whispering Streets, Grand
Central Station and The Jach Paai
slum, have brought in $5,000,000 in
billings since September 1955 from
food and drug advertisers alone The
rood and drug group make-up close to
two-thirds of all morning business on
the network. September date was the
beginning of \l!( - five-minute seg-
ment selling plan.
REPS
NBC Spot Sales manual
lists tv station standards
\ manual describing the video and
audio standards of tv stations repre-
sented b) \l!< Spot Sales is available
to agencies.
Manual contains: i 1 i a condensed
texl of the NARTB Code; (2) sug-
gested lengths ol advertising messages
foi various program lengths; (3) film
specifications for 10-, 20-, and 60-sec-
ond commercials; (.4) specifications
for slides and telops; (5) layout illus-
trations for 10-second announcements
with shared identification-.
Copies of manual are available from
Marget Gertz, manager of commercial
requirements. NBC Spot Sales, New
^i ork (!it\ .
Alter all-time record national
^ .pot radio business in October and
November, many people have been
wondering what's iioin» to happen in
1957. According to Robert E. East-
man, executive v.p. of John Blair \
Co., campaigns already being pur-
chased to start in January are insur-
ance that the national advertiser's ap-
preciation of the medium and its sale>
effectiveness is more than just tem-
porary. Advertisers like L&M Cigar-
ettes. \\ averlx Fabrics, Molle Shave
Cream and Reader's Digest have al-
read\ placed orders for 1957. he notes.
Gill-Perna will represent WJPD-
T\ (Ch. 35 l. Fairmont. W'.Ya.. which
jioes on the air 1 January 1957. . . .
Charles Bernard & Co., New York
City, has joined the SRA. . . . This
brings total SH \ member firms to 17.
Frank Navarro, secretary ol In-
ter-American Publications, Inc.
i representatives of Puerto Rican radio
stations and \\ k AO-TY. San Juan).
says that Puerto Rican families are
late-movie conscious, paralleling inter-
est here. There's heavy emphasis on
syndicated film in Puerto Rico as well.
Phil Silvers will be next U. S. import
on scene in about a month.
ASSOCIATIONS
Station promotion men
hold first convention
The Broadcasters' Promotion asso-
ciation holds fir>t convention Friday
and Saturday, i 16-17 November l at
the Sheraton Hotel. Chicago. Sched-
ule, below, as ol SPONSOR presstime
indicates tremendous scope of meeting,
the first of its type in the industry.
Friday sessions include:
8:45 a.m. Opening, outline of pur-
joXeaA a l&dlUiXf, ma/diet?
Because Toledo has trains. So does
every city, you say? Sure . . . but
Toledo has so many trains, it is the
nation's third rail center. And in ad-
dition to transportation, Toledo is
listed among the leaders in 11 of the
19 industrial classifications!
Along with Toledo, only WSPD-TV
gives you maximum 316.000 watt
power for complete saturation of
Northwestern Ohio's 23 county billion
dollar market. Call Katz!
STORER STATION
WSPD -TV
//
TOLEDO
OHIO
i,;;
SPONSOR
I , mi\ i m iii i; I Tin
It's actually easy to save— when you Inn Series E
Savings Bonds through the Payroll Savings Plan.
Once you've signed up at your pa) office, youi
saving i- done fo \ on. The Pond- you receive pa\
good interest '■'>', a year, compounded half-yearly
when held to maturity. \nd the longer you hold
them, the better your return. Even after maturity,
they go on earning 10 years more. So hold on to
your Bonds! Join Payroll Savings today — or buy
Bonds where you hank.
Why the killer came
to Powder Springs
liJE SKINNY little Texan who drifted into
Butch Cassidy's layout at Powder Springs
one day in '97 had dead-level eyes, a droopy
mustache, and two six-guns tied down for the
fast draw. Called himself Carter. Said he w as
a killer on the run.
That's win Cassidv and the outlaws in his
notorious Wild Bunch told him all about the
big future plans for their train robber- -\ n-
dicate. They took him in.
And he took them in. W<* was a range de-
tective whose real name was a legend in the
West — Charlie Siringo. \nd the information
he g;ot before he quietlx slipped awaj
stopped the Wild Bunch for a long, long time.
Of course. Siringo knew all along that if
Cassidy or the others had discovered the
truth, they'd have killed him sure. Bui il jusl
ne\ er wot tied him an) .
You couldn't scare ("bailie Siringo. Cool-
est of cool customers and rawhide tough, he
had the go-it-alone courage it take- to build
a peaceable nation out of wild frontier. That
brand of courage is part of America and her
people — part of the country's strength. \ml
it's a big reason w h\ one of the finest in\ est-
ments you can la\ hands on is America's
Savings Bonds. Because those Bonds are
backed In the independence and courage of
I6."> million bnericans. So bu) I .S. Savings
Bonds. Buj them confidently -regularly—
and hold on t" litem !
Safe as America — U.S. Savings Bonds
The U.S. Government does not pay > ■■ ■■< rtisement. It is donated by this publication in cooperation with the
Advertising Council and the Magazine Publishers oj America.
SPONSOR
17 NOVEMBER 1956
69
and formation of association.
(Temporary Committee for the As-
sociation includes: Charles \. Wilson,
\VC\ \M-T\ : John M. Keys, W \BQ
& \WI\Q: Tom Dawson, WBBM-TV:
Kil Henry, WBKB; and Robert Peel,
\\ IM). all Chicago.)
9:30 a.m. How to promote the
sale of time. Speakers will be: Fred-
erick Gregg, Y&R: Gil Bern. WHIG.
Indianapolis; Donald D. Davis, KMBC
AM-TV, Kansas City. Moderator:
Dave Partridge. Westinghouse Broad-
casting.
11:00 a.m. (a) Differences be-
tween selling tv and radio time. Speak-
er: Wells Barnett, Blair, (hi Does
job of selling timebuyer differ from
selling client and account executive?
Speaker: Arthur Bagge. Peters-Griffin-
Woodward. (c) Sales promotion most
helpful to reps in selling time to agen-
cies and advertisers. Speaker: Dud-
ley Brewer, Branham. (d) Importance
of station contact and promotion
among local and regional brokers, job-
bers and distributors. Speaker: Dwight
S. Reed, H-R Reps. Moderator: Larry
W ebb, Station Representatives Assn.
1:00 p.m. Selection of markets
\ML/
Only :( J. Jrsunshine reaches more homes
BILLION DOLLAR MARKET
in this
WBRZ
WBRZ-TV
AUDIENCES «5 MARKETS
NIGHT
..from 5 p. m. to sign-off — Monday thru Friday
WBRZ rated highest in 125 quarter hours out of
a total of 149.
, and .
day WBRZ rating tops all others combined.
~~f I%AV V" *rom ^ noon to ^'^® p' m' — Monday thru Fri-
'11°
from a study by American Research Bureau, Inc., encompassing
31 parishes and counties in Louisiana and Mississippi.
WBR
Channel
2
BATON ROUGE, LOUISIANA
Power:
100,000 watts
Tower: 1001 ft.
NBC-ABC
Represented by Hollingbery
for broadcast media and information
stations can best supply. Speaker: Dr.
Leonard Kent, Needham. Louis &
Brorb\ .
2:00 p.m. Evaluation of audience
rating system. Speakers: James W.
Seiler, ARB; William Wyatt, Nielsen;
Frank Stisser. Hooper: Dr. Sydney
Roslow, Pulse. Moderator: Dr. Sey-
mour Banks, Leo Burnett.
3:30 p.m. Audience promotion.
Speakers: Foster H. Brown, KMOX,
St. Louis; Jeo G. Hudgens, KRNT
AM-TV, Des Moines; Bruce Wallace,
WTMJ AM-TV, Milwaukee; Edward
Wallis. KYW AM-TV, Cleveland.
Moderator: Gene Godt, WCCO, Min-
neapolis.
Saturday sessions:
9:00 a.m. Merchandising coopera-
tion pros and cons. Speakers: R. S.
McDonald, Quaker Oats Co.; Donald
P. Nathanson, North Adv.; Max E.
Buck, WRCA-TV, New York. Modera-
tor: R. David Kimble, Grey Adv.
10:30 a.m. Round table discus-
sion on (1) Independent radio station
promotion. Table Leader: Sam Elber.
WERE, Cleveland. (2) Uhf station
promotion. Table Leader: Robert
Van Roo, WXIX, Milwaukee. (3) Pro-
Pas
I
• KROD-TV dominates El
County*
• KROD-TV is the only station
to reach Alamogordo (set
penetration 80 ) and Sil-
ver City (61).
• 98 c'c reported Excellent or
good reception for KROD-
TV in Las Cruccs (81.3
penetration) while only 10%
reported the same for sta-
tion "B"
•March 1956, Telepulse Mid Tcleoulse
let cn^Tici ship.
KROD-TV
CHANNEL 4 CQ^
EL PASO texas i^
CBS - ABC
AFFILIATED with KROD-600 kc (5000w
Owned 0 Operated by El Paso Times, Inc
Rep. Nationally by the BRANHAM COMPANY
70
SPONSOR
17 NOVEMBER 1956
HOW HEALTHY IS A WELL
or oil is where you find it
A TEXAS oil man descended on his dentist
with considerable trepidation, having
stayed away for several years. "Look me over
good, Doc. I don't get over this way very
often." he instructed.
The dentist wheeled up his big guns and gave
him the works. He peeked and peered, probed
and pushed, poked and picked. He x-rayed.
He surveyed. He studied. Finally, non-
plussed, he said, "Your teeth are in prime
condition. I can't find a thing wrong."
The oilman considered this in silence for
several seconds. Then he reached a conclusion.
"Go ahead and drill irregardless. I feel lucky
today."
Folks who drill on KGNC strike.
Amarillo
am: 10,000 watts, 710 kc.
tv: Channel 4
Represented nationally
by the Katz Agency
SPONSOR • 17 NOVEMBER 1956
71
motion contests, citations, awards and
competitions. Table Leader: Donald
I). Davis, KMB( \\l I V, Kansas City.
I1 Trade paper advertising. Table
leader: R. David Kimble, Grej \tlv.
(5) Feature-syndicated film promo-
tion. Table leader: Joe M. Baisch,
\\ REX-TV, Rockford, III.
12:00 Noon. Lunch and business
Session, election of otln ei s.
Farm directors hold
13th annual convention
National Association of Television
and Radio Farm Director? will hold
it- I '>lli annual convention at the Con-
rad Hilton Hotel. Chicago, 23-25 No-
vember.
Highlights include: (1) demonstra-
tion ol color farm l\. (2) new methods
in farm radio-t\ programing, (3)
sales and promotion aids for faun
broadcasters, ( 1 i election of new offi-
cers.
TV STATIONS
San Diego Safeway allows
first tv star appearance
San Diego Safeway stores broke a
Long-standing rule when they recent!)
asked local l\ personality Johnny
Down- to make a personal appearance.
Wave ol consumer demand for Flav-R
-tiaw-. one of Downs' sponsors on hig
KFSD-TV show, is credited with caus-
ing Safewa) policy reversal. (Flav-R
Straw:-' l\ -ucce-- was outlined in 6
August SPONSOR.)
I \ -tar - appearance brought crowd
of o\er -i\ thousand to three stores in
one day. Johnny Dunns Express is
kid show featuring "Popeye" and
l.oonex I line-'' cartoons.
KTVTR, Denver, had designed a
rate card with pictorial sales storv em-
phasizing MOM feature film schedul-
ing. Station carries features three
times a day across-the-board. . . .
WBAP-TV, Fort Worth, is using car-
toon character as host for its Movie-
time. USA. Mr. McMovie, designed bj
station cartoonist Johnnj Hay, dresses
to lii the mood of each da) 's film.
Four CBS-owned station promo-
tion and puhlii itv directors held a re-
cent New York meeting to work out
plans for promoting the MGM feature
package. W CBS-TV. New York;
WBBM-TV. Chicago: \WI\-TV, Mil-
waukee and \\ HCT, Hartford have all
bought the premium movies. Meeting
plotted extended use of newspaper, t\.
radio, car card and outdoor advertis-
ing for the 72.'-! films.
The Imji feature film splash is
also reflected at KDKA-TV, Pitts-
burgh, with new scheduling of movies
in the 1 to 2:30 pan. time slot: at
WSAV-TV, Harrisonburg, \ a., which
has bought three new feature pack-
age*, bringing their total to 580 first-
runs for the area: at WPIX, New
York, with the announcement of its
sixth national sponsor, Minute Maid,
for NTA network movies; at KPHO-
I \ . Phoenix, which has added anothei
features show. Movie Masterpiece, to
make a total of five a week — with more
to come; and at KOA-TV. Denver,
with the addition of an earl\ i 10:1)1)
a.m. i Sunda) morning feature fil
m
snow.
KJHQA-TV, Quincy, Illinois, i- using
a clever good-will idea— ha- kid- v i--
iting it- (.(Kins (.luh -how sign a rec-
ord honk. On Christinas and birth-
days each child get- a greeting card
from the station. Sponsoi i- Prairie
Farm Creameries.
Loeal color notes: WTOP-TV,
Washington, D. C, is now originating
color film: first showing was lull-
length feature. WKY-TV, Oklahoma
(atv. and Dulaneys. local RCA distrib-
utor, have combined to put on an hour-
long across-the-board local color show.
Giant hii/s Matinee. It'- designed to
get the child audience to wheedle par-
ents into their nearest RCA store to
get contest rules and entry blank-.
Advertiser is prepared to spend $17,-
000 on program to increase coloi sel
sales.
RADIO STATIONS
Music-and-news critics
assailed by WBC's McCannon
In a talk before the New Jersey
Broadcasters Association, Donald II.
McCannon replied to critics of musii -
news format for radio station-. II.
pointed out "tremendous acclaim" hv
the public and added. "Nobodv likes
music and news hut people." The
Produces meaty res
Fur grinding out sales, you can't beat wxix!
So -ays one of Milwaukee' leading producers
of quality sausages. Linking upped business to
his weekly half-hour program on wxix, Charles Schaaf,
president of the Schaaf Sau age I "., frankly admits:
gratifyin g w Ldei distribution a
ire in no small way attributable to our television
advertising. Ratings have been con tantly growing. Hieh-
quatity wxix programming and production have helped
. ee." Moral: Your WUrst sales
problems are solved on high-grade, low-co t wxix,
{ i 111
I /. Owned • Channel 19 • Milwaukee
/,'. preei ntt d by CBS /'</. ot»«o»i Spot Snlrs
SPONSOR
I , \o\ EMBER I'1 "
WCAU means magnetism
PHILADELPHIA
" '" ---■-
*
X
I
This woman enjoys housework. And WCAU Radio is why. She's part of
its huge captivated audience that laughs and sings and muses
and chuckles through daily chores. In Philadelphia, you see, when
the lady of the house is at home, she turns to WCAU. We know because
Pulse indicates, report after report, the top five women's participating
programs are all on WCAU Radio. That's WCAU magnetism for you.
WCAU, WCAU -TV The Philadelphia Bulletin Radio and TV stations. Represent, •</ nationally
b\ CBS Spot Sales. By far Philadelphia's most popular stations. Ask ARB. Ask Pulse. As/: Philadelphians.
' SPONSOR • 17 NOVEMBER L9C6
73
Westinghouse Broadcasting Co. presi-
dent also - :ored suggestions for second
class licenses oi reduction "I power for
the type of operations sonic have la-
beled "electronic jukebox ' broadcast-
ing.
VlcGannon sketched present-da) ra-
dio as a local and "personal" medium
and cited prosperitv on the local lt-\ < I
as well as in national spot. According
to McGannon, onl) network radio can
be labeled as "'d\ ing. "
Seven Washington, I). C. radio
stations combined to honor one de-
partment store for "continuous and
productive use of radio in the area."
Plaque was presented to Woodward
& Lothrop by WW DC. WTOP, WRC,
WPIK, WMAI . \\(,MS and WGAY.
. . . KLAC, Los Armeies, which has a
studio in a local record store window,
has added a train display promoting
Southern Pacific. The railroad runs a
schedule of 91 announcements a week
on k. LAC's disk jockey shows.
One week after adopting a local
music-news format. \\(>\\0, Fort
Wax ne. got 31,600 replies for its
bushel of peaches drawing. The same
contest was held la>t year with only
17.295 entrant-.
WBAL, Baltimore, has signed Gun-
ther Brewing to sponsor all regularly
scheduled games as well as some ex-
hibition bouts of the Baltimore Orioles
for 1957. Big promotion campaign is
alread) on the drawing hoards. . . .
KVt BU, Corpus Christi. is planning
to change call letter on 1 January.
Novel contest asks listeners to "name
the station."
WBT, Charlotte, new sales presen-
tation, "Why just paint the town."
stresses population is spread evenly
throughout the Carolinas and points
out pitfalls in the Standard Metro-
politan Area system of buying station
time. . . WDRC, Hartford, new pro-
motion offers listeners a mending kit
enclosed in a match hook cover. Sta-
CELEBRITY INTERVIEWS
TEEN AGE HOST
BUD DAVIES draws crowds wherever he goes . . . whatever he does.
And on CKLW radio and CKLW-TV he receives hundreds of letters each
day requesting everything from a fan club card to the products he adver-
tises. Bud's 'teen ager audience influences the buying of everything from
charm bracelets, to some improvements, to soft drinks, in the Detroit
market. If you want to sell it . . . let Bud tell it.
CKLW-TV
Channel 9
325,000 Watts
CKLW
800 KC
50,000 Watts
GUARDIAN BLDG. • DETROIT 26, MICH.
ADAM YOUNG, INC. National Repro itnl o»i've
tion § Russ \aughton Show is plugged
on cover.
Keystone Broadcasting has add-
ad 10 new affiliates: KI)Q\. De Queen.
\rk.: KICO, El Centro, Cal.; W 11BY
Harrodsburg, Kv.: Y\ "\KA . Neon. Kv.:
WMBC. Macon. Miss.: KDBM, Dillon.
Mont.: KQIK, Lakeview. Ore.;
\\ KMB. Erwin, Term.; KTUT, Tooele
City. Utah; and W \1\ \. Gretna, Va.
Keystone affiliates now total 913.
WITNi, Washington, N. C, is send-
ing out a promotion "Southern style."
Cift package of grits extols the rich
southland market, suh! . . . BAB.
Canada, shows radio set sales up
1(>.7'( for January-July 1956 com-
pared to same period in 1955.
FILM
Trans-Lux sells WBC
all Encyclopaedia films
Westinghouse Broadcasting Co. has
bought the entire Encyclopaedia Bri-
tannica film library from Trans-Lux.
The 650 films will be used by WBC
throughout all categories of tv pro-
graming on its stations' commercial
shows.
Flans also call for a separate series
to further utilize the educational pack-
age. However, integration into present
shows is a new programing idea to
watch. WBC could, for example, in-
clude the Encyclopaedia film on the
listorj of the Suez Canal in newscasts
dealing with the current Near Last
el isis.
Econonire TV, Ziv rerun outlet,
will now function as a full-scale divi-
' — but my audition on KRIZ Phoe-
nix proved that I am more captivat-
ing orally than visually!"
i 1
Sl'ONSOK
17 NOVEMBER 1956
t /
; £\ - WAFB-TV has top
^^ 'Rep'utation for leadership
r i
in Baton Rouge
Latest survey shows: '1 I WAFB-TV carrying 7 of the top 10 weekly shows; (2)
WAFB-TV has the highest average "Class A" rating in Baton Rouge.
1 WAFB-TV has top
'Rep'utation for promotion
that's second to none
WAFB-TV has just won its third FIRST PRIZE in national program promotion con-
tests in 18 months — I there have only been four such contests).
WAFB-TV has a new
'Rep' for national sales
BLAIR Iz&a/imcm, ASSOCIATES
BLAIR Television ASSOCIATES have 10 national offices, represent TV stations
exclusively. We are sure they can give our advertisers and their agencies the same
outstanding service that has won us national recognition. Call your nearest BLAIR
Television ASSOCIATES office for top service on Baton Rouge's first television
station!
ARB
WAFB-TV
affiliated with WAFB, AM-FM
200.000 WATTS
I'm Leon TdsloV4? Mom buys
onUy AUNT JEMlMAi SELF
RISING FlOUf^betduse
If.
•Leon Taylor, 510
West 141th St.,
NYC.
- BEST FOR NEGRO PROGRAMS
WWRL'S PERSONALITIES SELL
merchandise for sponsors by:
Delivering the largest NEGRO
AUDIENCE for your product. . . .
Supporting your schedule with a
barrage of CONSUMER ADS. . . .
MERCHANDISING CREWS work
full time in Supermarkets and drug
stores for yon. . . . FREE. . . .
LOW SELLING COST of 12c per
II
.1
call or write
WWRL
Woodside 77, New York City
Tel — DEfender 5-1600
Welcome Guests
in 490,000 Homes in
Western New York*
•Plus a bonus of 485,000
Canadian Homes
WGR-TV
BUFFALO
Nat. Reps. FREE & PETERS
sion under new realignment; across-
the-board use of reruns will be pushed.
Kconomee now has 1 1 rerun series
going on 175 stations. . . . Robert O.
Davis, v.p., Honig-Cooper, super-
\ ises the Star-Kist Foods phase of the
Sheriff of Choc/use campaign in the
western states. (Erwin Wasey was
identified as Star-Kist agency in re-
cent issUC. I
Interstate TV has again started
shooting on its Sabu series featuring
the now grown-up jungle boy. . . .
Sereen Gems' new series going into
production at the end of this month is
The Slwpe, the Face and the Brain.
NTA net income for the year end-
ing 31 July was $441,877 compared
with a deficit for the preceding 12
months. Exhibition contracts totaled
$5,793,975 this year against $2,386,-
915 the previous year. Film rentals
reached $3,818,627 compared with
$1,417,515 for the 12-month period
ending 31 Jul) 1955. NTA has also
extended its production agreement
with Desilu. New plans call for at
least six new7 film series to be pro-
dined by Desilu Productions.
Screen Gems' Hollywood Mystery
Parade package of 52 features orig-
inally produced in the middle of the
1940's is being released for local sale-.
WOR-TV, New York, is first buyer.
. . . Atlantic TV has just passed its
eighth birthday. Film outfit has grown
from a Ulnars ol 12 features and 12
Westerns to 200 features and 31
\\ esterns.
TPA has expanded its international
division and now will handle all its
own foreign sales. Jacques Brunei,
headquartering in Paris will represent
the film outfit in France. Luxembourg.
Monte Carlo and North Africa. Vin-
cent Ramos will work on Latin Ameri-
can accounts from the New ^ ork ollice.
Guild Film's Kingdom of tin- Sea,
color documentary, has registered six
-ale-. In ils first week out on the mar-
ket. . . . TCF Television Produc-
tions has stalled merchandising tie-
up- on its 1/y Friend llicl.a -cries.
E«UI\ Arnold Time has been
bought h\ S.S.S. Tonic for national
spol I kiiiL:. Wall Schwimmer is the
distributor. . . . WBKB, Chicago,
has bought the 712 package of !!k<)
features. Promotion plan- will be
CHANNEL 3
WISCONSIN
As an experiment, Mr. Lloyd Canada of
the Stitchmatic Sewing Machine Center first
advertised his machines IN SPANISH over
Radio KIFN on Sept. 19. Immediately his
sales to Spanish-speaking customers rose
. . . from a maximum of 2 sales a week to
a current average 7 sales a week!
You, TOO CAN DISCOVER THIS HIDDEN
MARKET1 " Sell your products in Spanish
over KIFN— Central Arizona's ONLY full-
time Spanish-language station! We Trans-
late your sales-messages FREE Production
spots available!
NATIONAL TIME SALES HARLAN G. OAKES
370 Lexington Ave. 672 Lafayette Park Place
New York, N. Y.
Los Angeles. Calif.
KIFN
860 Kilocycles • 1000 Watts
REACHING PHOENIX AND
ALL OF CENTRAL ARIZONA
76
SI'ONSOH
] , \ii\ i \im.i{ 1°56
For ne-ws aoo-mt sports, Cinoinnatians ohoose
Ed Kennedy on "VSTKIFtC's "Sports Vues"
It's true what they say about Ed
Kennedy. Sports tans in the greater
Cincinnati area listen to him loyally.
The only trouble with this outstanding
example ot WKRC talent versatility is
that sponsors also know about him.
He's never been without one!
"Why publicize Ed Kennedy?" wails the
Sales Department. "He's always
been sold."
Well, smart time buyers know that
wherever you tind a listened-to program,
you can also pick up some good
availabilities from time to time— even
it you have to wait for them. WKRC
RADIO has such programs— thanks to
Ed, who's also Program Director.
Get the facts from Katz!
Leads All Day!
A TAR STATION • Exclusive CBS Schedule.
Represented by the Katz Agency
FOR CINCINNATI, THERE-S ANOTHER KEY
I^etdio
Ken Church. Vice President and National Sales Manager • Don Chapin. Manager. New
York Office. 550 Fifth Ave. • RADIO CINCINNATI. Inc., owners and operators of WKRC
Radio and WKRC TV in Cincinnati, and WTVN Radio and WTVN TV in Columbus. Ohio.
SPONSOR
1 i NOVEMBER L956
77
PENMSYUANIA'C
IM YOUR PICTURE
583,600
"T\/ Families
WJAC-TV is the Number One
Station not only in Johnstown,
but in Altoona as well, and this
one-two punch covers an area
that rates 4th in the rich state
of Pennsylvania, and 28th in
the entire country.
Well over half a million (583,-
600 to be exact) television fam-
ilies look to WJAC-TV for the
best in television entertainment.
Add to this the free bonus of
WJAC-TV coverage into Pitts-
burgh, and you have a total
market for your sales message
that just can't be overlooked, if
you really want to tap the po-
tential of Southwestern Penn-
sylvania.
Get full details from your KATZ man!
"most extensive ever undertaken"' by
\\ Ilk I!, and include personal appear-
ance of award winning actress. Donna
fired.
RESEARCH
CBS Research sells
Housewives' Television"
'"Housewives' Television" offers big
audiences at low cost and great fre-
quency according to CBS TV research
report.
Profile of the housewife audience
reveals that the younger they are, the
more likely they are to have tv sets.
Under 35 years, 81% do. From 35 to
44, the percentage drops three points;
over 45 tv penetration goes down to
68%. The outline also finds that the
larger the family, the more likely it is
to own a tv set.
Figures on repetitive impact show
I for CBS TV programs) episodes seen
by the average home total 2.5 per week
and 5.7 per month. Significance of
repetitive impact is revealed in shop-
ping statistics: 51.4% of housewives
watching daytime tv go to the store
every day of the week.
A Negro Market Newsletter will be
published on a regular weekly basis
starting 19 November by the J. Wil-
liams Agency, New York. The news-
letter will also have a monthly full-
page supplement, first of which will
deal with radio and be issued in mid-
December. Mr. Williams says radio
will be treated first because it is the
newest thing in Negro marketing, has
changed the tone of this specialized
field, and there is more interest in ra-
dio than in newspaper advertising be-
cause radio is less COstl) .
Do viewers rune out
your commercial mentally?
Il.ii i \ Wayne McMahan, Institute
for Motivational IJcsearch l\ consult-
ant, says the 210 or more t\ commer-
cials aired | x-i neck arc beginning to
fall on deaf cars ami Mind c\es. "Se-
lects e inattention" is hi-- term for tin-
new irlr\ ision disease.
McMahan feels the "psychological
turn-off caused l>\ u«> man) commer-
cials presents an increasing problem
for advertisers. Solution: testing in
greater depth to determine holding and
penetration power of commercials.
Filmark is now offering free story
hoard forms for planning and produc-
ing film commercials. Forms include
separate panels for video, animation-
hackgrounds. audio and timing. . . .
Transfilm cites Eastern film produc-
ers' ingenuity as weapon overcoming
studio space problem. For Speidel
YYatchbands. the commercials outfit
overcame a shadows problem by con-
structing a completely upside down
set. Camera rig, weighing several hun-
dred pounds, was also mounted upside
down to film the watchband hanging
overhead.
Jack Boyle, president of Qualita-
tive Research, outlined scientific use of
telephone in modern research in talk
before the American Marketing Asso-
ciation. Over 72% of all families now
have telephones and in chief markets
the figure goes up to 88rr, according
to Boyle. Further advantages include
results within 48 hours, lower "refusal
rate." and use of impersonal telephone
as likely to bring forth more frank
answers.
STOCK MARKET
Following stocks in air media and
related fields will be listed each issue
with quotations for Tuesday this week
and Tuesday the week before. Quota-
tions supplied by Merrill, Lynch,
Pierce. Fenner and Beane.
Mon.
1 llo.
Net
Stock
5 Nov.*
13 Nov.
Change
New
York Slock Exchange
AB-PT
21',
l'.:\
- %
AT&T
170
170%
+ %
Avco
6%
6
- V*
CBS "A"
30%
29%
-1
Columbia Pic
]H7s
18%
- 34
1 ,0ew's
!";,
I-'1.
- 'A
Paramount
31%
29%
-2
R( \
38%
37
-1%
Storer
27
2:.-s
-1%
20th-Fox
25
24
-1
Warnei Bros.
26%
27
+ %
\\ est inghouse
54%
5 1 ! <
+ %
American Stoat
Exi hange
Ulied Vrtists
Ts
Wi
- %
i &l Super
l'i
L%
- %
( rowell-Collier
5
Du Mom Lab
3.
5
- V*
Guild Films
2%
3
+ %
VI \
m
."■',
- Vi
•Stock Bxchini i i i i T li ■ I* 'lim day.
SPONSOR
1 7 \<>\ F.MHKR 1956
(Left) John Daly
American Broadcasting Company
(Center) Douglas Edwards
Columbia Broadcasting System
• Right) John Cameron Swayze
Xutional Broadcasting Company
99
11 e now switch yon to...
••
In the split second after one of these famous
commentators completes this sentence, you and
millions of other viewers are whisked to Wash-
ington or Los Angeles or anywhere else news is
popping. The electronic miracle of television has
given you a center aisle seat on the passing scene.
But hehind this miracle are the skills of Bell
System and network technicians. These highly
trained craftsmen blend the technical ability of
an engineer with an actor's unerring ear for cues.
Precisely on cue, push buttons are operated to
make the connections that switch the television
scene from one city to another. And Bell System
technicians are receiving cues from several net-
works at once.
To help them, the Bell System receives operat-
ing instructions from the networks which give all
the necessary information on switches. This in-
formation is sped to 130 Bell System television
operating centers throughout the nation b\ private
line telephone and teletypewriter systems.
This co-operation between network and tele-
phone company . . . and the teamwork along the
Bell System lines . . . assure the American viewing
public the smoothest programming and the best
television transmission it is possible to provide.
BELL TELEPHONE SYSTEM
Providing transmission channels for intercity /derision today and tomorrow ^
SPONSOR
17 NOVKMBER 1936
nothing succeeds like success!
operated by: Radio and Television Div. / Triangle Publications, Inc. / 46th & Market Ste., Philadelphia 39, Pa.
WFIL-AM • FM • TV. Philadelphia. Pa. / WNBP-AM • FM • TV, Blnghamton, NY.
W MOB -AM. Harrleburg, Pa. / WFBC-AM • TV. Altoona. Pa. / w N H C - AM • FM .TV. New Haven, Conn.
80
SPONSOR • I i mi\ EMBER L956
W hat's happening in Government
that affects advertisers and agencies
j * WASHINGTON WEEK
17 NOVEMBER Bureaucratic Washington— especially the FCC — appears this week to be any-
Copyright 1956 I • i 1 i_ • j i i 1 . ■
sponsor publications inc. Ihmg but laboring under the delusion that the 6 November elections will con-
tribute to peace of mind.
To the contrary, the feeling is that the critical pressure from Congress will be
greater than ever.
The FCC, which has heen bearing the brunt of Congressional needling the past two
years, is now afraid that not only will it continue to get it from Democrats but that some
Republicans may get into the act
Obviously, the Republican committee members are unhappy at not being able to re-
capture Congress in face of President Eisenhower's overwhelming victory.
And FCC anticipations are that G.O.P. legislators will press for policy changes
that will put them in a stronger position when they next have to face the voters.
Hence, conceivably, Republican members of such groups of Senate Commerce Commit-
tee, House Anti-Trust Subcommittee, and House Small Business Subcommittee may start lean-
ing toward the Democratic position that the FCC hasn't been too diligent toward monopo-
listic practices.
This change of attitude may be felt all down the line, also taking in such bodies as the
Federal Trade Commission and the Justice Department.
The Democrats, trying harder to prove a case, will seek reinforced reports on last ses-
sion's hearings and point the finger of criticism more sternly at the agencies.
With this double pressure, the upshot is certain to be more drastic action by the agen-
cies, with the tv networks conspicuously affected by this adverse trend.
• Justice, for instance, will be pressured to hurry up antitrust indictments against the
webs before the next Congressional elections.
• The FCC will be pushed to act on adverse comments contained in the final report of
its network study group.
• FTC will be called upon to patrol monopoly and false advertising fields more strenu-
ously, and will be asked to take more searching looks at network discounts to big advertisers.
FTC has struck at Roto Broil and General Home Improvement Company,
Brooklyn, with charges of misrepresentations.
Koto Broil was cited for misleading price information in its radio-tv, newspaper, and
magazine ads. The company, it was alleged, made up fictitious list prices so that the prices
cited to consumers looked like bargains.
General Home Improvement was accused of using bait-and-switch advertising to sell
aluminum storm windows. When a prospect responded to the company's ads of $8.80 for
storm windows, the salesman would belittle such windows and insist on selling higher-priced
wares.
FTC also took a swipe at the company's alleged abuse of the "mystery melody" device
on radio.
FCC during coming week will consider the long-dormant clear channel case
and may decide to go ahead with it.
Meanwhile, the daytime radio stations, main opponents of clear channel giants, have
been hit from another quarter.
Class IV broadcasters, now limited to 250- watt power, say the daytimers are able to do
well commercially with their 1-KWs. The Class IV group is asking the FCC for an increase
to 1 KW so that they can compete.
SPONSOR • 17 NOVEMBER 1956 81
SPONSOR'S FIRST 10 YEAR
NOTHII
Every year for a full decade SPONSOR has gone up in advertising pages.
How high will it go as a weekly?
■ »
advertising pages.
_
57 |
289
682
889
951
1946
1947
1948
1949
1950
1951
10 years ago SPONSOR appeared on the broader
scene with a sparkling new concept — a use magaziiv
beamed 100% at air-minded agencies and advertisers. Ii
the decade recently completed its impact has been fulh
felt and its concept fully tested. Nothing speaks loudei
than results, and the ladder of uninterrupted growtij
shown on these pages underscores sponsor's progress
IT
As SPONSOR goes into its second decade it has unveiled
an extension of its use concept. It has expanded the use
article formula in which it is expert to a striking new form-
ula of use news in depth. The combination is uniquely use-
ful, readable, and enjoyable, and the first issues of our week-
ly have surprised and excited our readers. Thus a new di-
mension is added to trade paper publishing in our industry.
- — ■-■-
SPONSOR
THE
WEEKLY
MAGAZINE
TV/RADIO
ADVERTISERS
USE
A roundup of trade talk,
trends and tips for admen
SPONSOR HEARS
17 NOVEMBER A new parlay that would make old-time winter tracks green with envy has
Copyright 1956
SPONSOR PUBLICATIONS INC.
the agencies cussing. It's essentially a switch on trade-outs. What happens is this:
1) A promoter — sometimes, as sponsor hears learns, with an impressive East Side
New York address — convinces a name manufacturer that free air advertising can be had
in exchange for merchandise.
2) The promoter then lines up stations with the argument that the merchandise can
be used to pay off contests, besides which the name manufacturer's "advertising" will make
the station's account-list look impressive.
What's burning up the agencies is that they are bypassed completely in the
deal — even to the point where the promoter and the advertiser don't even let the agency
write and produce the commercials. And just to rub a little more salt into Madison Ave.'s
sore spot, one of the promoters sends his letters with the red legend "Confidential Memo."
Red Barber's pay in connection with Fluff o shows you what it costs to tie a
name announcer to a year's exclusive product contract.
Barber collected $75,000 from P&G for the year. For this he made 20 films,
recorded some radio commercials, did about 10 live appearances.
Now that Lawrence Welk has twice-weekly sponsorship, you hear mentions of
a parallel with radio's Wayne King (the "Waltz King" of the 30's).
Rut Welk, the polka exponent, still has one to go to match King's spectacular three-a-
week stint for Ladv Esther cosmetics — one of the reallv classic marriages of the early days
(along with Amos 'n' Andy & Pepsodent).
Kimr. incidentally, took some of his handsome recompense out in Lady Esther stock
(it now is a division of Zonite, no longer figures much in radio and tv).
You younger generation of timebuyers can take heart from this: a lot of
the brass you read or hear about actually got started in your jobs.
Here are some of the names who traded their way up from timebuying:
William C. Dekker. v.p. in charge of media, McCann-Erickson. New York.
Carlos Franco, president. Carlos Franco Associates.
Frank Kemp, v.p. in charge of media. Compton.
George Kern, tv-radio account executive, McCann-Erickson.
Wilfred S. King. v.p. and director. J. M. Matthes.
Jack Latham, advertising manager. Philip Morris Co.
William Maillefort, v.p. in charge of radio division, Edward Petry & Co.
Robert F. McNeil, president. Thompson-Koch agency.
C. E. (Ned) Midgley, Jr., assistant v.p. in media, Ted Bates.
Howard S. Meighan. v.p. in charge of CBS Television's western division.
J. James Neale, v.p. in charge of tv-radio services, Dancer-Fitzgerald-Sample.
Dan Potter, executive v.p., Edward Kletter & Associates.
Stanley M. Pulver, manager of broadcast media, Lever Bros.
TTubbell Robinson. Jr.. executive v.p. in charge of CBS Television programs.
Gertrude Scanlon, account executive. BBDO.
Reggie Scheubel. v.p.. Norman, Craig & Kummel.
Edgar P. Small, v.p. in charge of personnel and a director, Ted Bates.
C. A. (Fritz) Snyder, director of development-promotion-research, Hollingbery.
William E. Steers, president. Dohertv. Clifford, Steers & Shenfield.
Probable reason so many made good: Time-buying is an exacting discipline.
84 SPONSOR • 17 NOVEMBER 1956
Across- tlie— "oostircl
■■-*
. . . tlxe
is
TV-King on KUrTG!— TV
JULG-1UL
A SERVICE OF
LOEW S INCORPORATED
Proving the fantastic Los Angeles and Denver ratings were no fluke, it happened
again in Seattle — this time on KING-TV's across-the-board presentation of
MGM's Command Performance.
The October A.R.B. ratings show a fabulous 30.5 rating at 1 1 P.M. — Saturday night
— a heretofore unheard of figure so late at night in a four station market.
The average MGM Seattle ratings for the 10:45 to 12:15 time-slots for
FRIDAY were 23.6, for SATURDAY they were 26.2
and for SUNDAY they were 16.1
Averaged out for the entire week the MGM programming
out-rated the combined total for the three other
stations by a margin of nearly two to one.
Have you inquired about the availability of
the MGM-TV library in your area? Do it now!
# For further information — "write, wire or phono'
Charles C. Barry, Vice-president
1540 Broadway, New York, N. Y., JUdson 2-2000
SPONSOR
17 NOVEMBER 1956
85
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[Continued from page 27)
can get more value out of their t\ ex-
penditure."
4. II ill talent costs be forced down
in the next year because of lower show
ratings?
There's little hope for it in the near
future, says the majority. If anything,
the increased competition between the
three networks puts a premium on
name talent with big pull, and talent
that s in demand continues to com-
mand ever-increasing salaries.
"Prices can't go down when All I! \ "-
demanding more and there's a five-da]
shooting week in film." says George
Haight. "Shared sponsorship is the
answer to the cost problem."
On a long-range basis, agency execu-
tives do foresee the possihilih of a
leveling off in talent costs. Some tv
v.p.'s compare this period to the extra\-
agant da\s of Hollywood and the boom
in radio. They anticipate that tv will
eventuallv overestimate its ability to
increase costs and get client backing
for them. As more and more stations
go on the air and the point of set satu-
ration approaches, it will become diffi-
cult for clients to get a sales return
proportionate to their tv advertising
expenditure from the divided audience.
"Eventually clients will stop paying
lop prices," says Roger Pryor. "The
sellers" market is beginning to loosen
this year, and prices for talent and
production will level off and fall in line.
\\ e're agents for advertisers and we
have to get the maximum number of
impressions for their money because
we can't measure the greater impact of
tv, though we've had indications of it.
\\ e won't recommend a high cost-
per-M medium when there are cheaper
ones, which ma\ do the job with
equal effectiveness. Radio had its Level-
ing o|T period, and llii- \eai ma) be
the beginning of a similar stage in t\.
The competition from within the tv
industrj itself will lone down tilt-
in ices. sax tile expert--.
"\\ e go bj ratings and \>\ cost-pei
I .nun in evaluating a show," says Nick
Keesely. "Bui there've been so main
factors operating against peak ratings
thai costs will have to refleel ii even-
tual!) . lot one thing, ilii^ \ <mi there a
no question bul thai there are three
majoi networks. Secondl) . there s the
competition from feature- and reruns
of other successful shows on independ-
(Hi stations. 1 1 clients have to contenl
86
Sl'()\S()l(
1 , NOVKMBKR 1956
themselves with lower ratings, t ht>\ "11
want to pay lower prices.'
5. How good a buy is network tv
today?
Despite criticism of this season,
agency tv heads are continuously bull-
ish ahout the medium. They fed that
the (><) and To ratings of the earl) days
were an unnatural situation, and that
the increased competition is a health}
phenomenon on the whole, making it
possible for more advertisers to get a
fair return in sales impressions out of
the medium.
"The total t\ audience has grown too,
you know, not just the number of sta-
tions," says Walter Craig. "So a show
that ma\ have gone from a 30 last year
to a 2(> this year, ma) actually be
reaching more people, because there
are more sets around this year than
last."
Ratings alone aren't a fair yardstick
of program success from one year to
the next as the size of the audience
changes. Obviously, a show that got a
70 five years ago actually reached few-
er people than a show with one-third
or even less of a rating today. Part of
this season's panic may be due to un-
fair comparisons of ratings only.
"Clients will always be in tv and
they'll continue to pay for the medium,"
says Bill Templeton. "I don't see any
outlook for prices going down, but I
think they may go up more gradually
than they have over the past two or
three years."
6. What can be done to make spring
1957 more successful than fall 1956?
More daring's the answer, says the
majority. You can't take the risk out
of tv. and using a tired old formula is
no assurance for success at all. In fact,
it's the biggest gambles that paid off
best this fall. Playhouse 90, for in-
stance, was a long-shot, since it's an
bour-and-a-half drama regularly sched-
uled behind a one-hour drama. Yet its
rulings have been consistently good.
"It's commendable when the net-
works are daring and different in their
programing approach." says Jim Healle.
"'And often it pa\s oil."
One warning raised by many agen-
ts men was this: Don*t fall into the
fall 1056 pitfall next season and imitate
the shows that were successful this
season. In other words, it's true that
adult Westerns did better than most
-how categories. That doesn't guaran-
tee that another Western would do well
too. It's a lesson, they feel, that the
big-money quizzes should have taught
|.\ now.
"A major area that needs remedying
i> the point of view of the creative peo-
ple," says \iek Keesely. "As a group,
the) tend to be far too removed from
the public and out of touch. They've
fallen into a Hollywood pattern of
cramming anything down the throat of
the public, and much of the new »tulT
just isn't believable. It's a serious mi-
lake to underestimate the taste of the
\ iew ers."
Essentially, most agencymen agree
that the emphasis next season will be
on fresh creativit) whether it stem
from the nets, packagers oi agencies
7. How much of a factor is slum
publicity in building u ratings success?
Agency tv executives agree that pro-
motion of network tv shows will be-
come increasing!) important against
the competition of feature films. It's
too early, they say. to measure the
extent to which the release of Holly-
wood libraries has affected this sea-
son's ratings, but it's a mistake to
underestimate this competition. ^
"V household;
ow covered b
channel *
Represented Nationally by
PETERS, GRIFFIN,
WOODWARD, INC.
i
PETERS, GRIFFIN, _ _ . _ - .
WOODWARD. INC. M £1 CI I S O II f VVlSC
a rich $1,764,662,000
retail market in
vVrSCONSIN,IOWA,
and ILLINOIS
SPONSOR
17 NOVEMBER 1956
87
<D
0» H *•
c 3 2
~n
Tv and radio
NEWSMAKERS
LU
H. W. "Hank" Shepard has been named
to the new post of director of business
development for California National Pro-
ductions, Inc., according to Robert D.
Levitt. v.p. and general manager of the
NBC subsidiary. Shepard. who has been
director of special projects for the NBC
Owned Stations since Mav 1956 and direc-
tor of Radio Spot Sales for more than a
year previously, will direct all new business enterprises in which
California National is to become engaged. He will also he in charge
of supervising the merchandising division, film library sales and
reference film sales. Shepard joined the National Broadcasting Co.
in 19.50 as a network sales presentation writer. He became super-
visor of the sales promotion division in 1951 and later was with
\l!( Spot Sales. Shepard lives with In- famib in \\ estport. <
i/>
< £-2
Z c
£ o
William W. Mulvey has been elected a
senior vice president and a director of
Cunningham and Walsh. Inc. Mulvey has
been a member of the executive staff of
Cunningham and Walsh since 1955 when
he came to the agency from Maxon Inc.
At Maxon. Mulvey served as account
supervisor on the Snow Crop account as
well a> the electronics division of General
Electric. At Cunningham and Walsh he has been placed in charge
of the Texas Co. account, \lul\e\ is presently in the stage of
familiarizing himself with the company's operations. Texaco will
soon mark its seventeenth straight year as sponsor of the Satunlax
afternoon broadcasts of the Metropolitan Opera on \BC Radio.
(The Metropolitan Opera has been on the network for 25 years.)
M
<$4
Roy Porteous last week announced the
signing of five advertisers for participation
schedules on NBC T\ s Today Home and
Tonight programs adding to the gross sales
for the network's participating programs
In riearlj $2,000,000. This latest upswing
in business, says Porteous, brings to a
total of 271 the number of participations
in the three programs. The purchases were
I he American Radiator and Standard Sanitan Corp.. \\ .
. Inc.. for its Vbsorbine Jr. Liniment, The Florida Citrus
Commission, Firestone Tire and Rubber Co. and the Carrier Corp.
In rebuttal to trade gossip thai Home and Tonight were nol on firm
financial ground Porteous reported thai as of this month advance
sales for 1957 came to $6,296,000 ... $1,296,000 better than a
year ago. Porteous is sales managei foi participating programs.
made l>\
I . ^ our
SI'OXMIIi
17 NOVEMBER 1956
BEST BUY-
My Little Margie on WHIO-TV
VERY LITTLE ON COST
$75 per 1-Minute Spot!
VERY, VERY
Remember this show's
record-breaking run. Now
we can offer it to You!
LARGE ON INTEREST
STARS — Gale Storm and
Charles Farrell. Five times per
week— 1-1:30 P.M.
'ERY, VERY, VERY LARGE
)N SELL!
Some Facts on WHIO-TV Coverage and Market:
Set Count 511,310
Families 593,200
Retail Sales $3,361,973,000 (Sales Management)
Coverage 26 Ohio Counties, 10 Indiana Counties
September Pulse — 15 of the Top 15 Weekly Shows.
8 of the Top 10 Multi-Weekly Shows.
Now Scheduling — Participations Open.
Call George P. Hollingbery.
National Representative.
CHANNEL 7 DAYTON, OHIO
whio-tv
!
il
One of America's
great area stations
JULY '56
TELEPULSE
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KTBS-TV
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LEADS IN 54%
of rated quarter hours from 5:00 P.M.
► o 10:00 P.M. Sundays and 6:30 P.M.
to 10:00 P.M. Monday through Friday.
LEADS IN 65%
of the rated quarter hours from Noon
to 5:00 P.M. Monday through Friday.
LEADS IN 67%
of the rated quarter hours from I :00
P.M. to 6:30 P.M. Sundays.
LEADS IN 57%
of the rated quarter hours from 6:30
P.M. to 10:00 P.M. Mondays,
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LEADS IN 72%
of the rated quarter hours from 6:30
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KTBS-7i>
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SHREVEPORT
LOUISIANA
l. NEWTON WRAY. President 4 Gen. Mgr.
NBC and ABC
Rcpnstnttd by
Edward Petry & Co., Inc.
90
Reps at work
Keith C. Dare, The kat/ Agency, New "l ork, finds the flexibilit) of
spot radio and tv are often hampered by the arbitrarj restrictions
placed on or initiated 1>\ media executives. "For example," he ex-
plains. "it is no secret that in t\ prime evening spots arc often diffi-
cult in clear. It's also no secret that equivalent saturation, cost-
per-1,000 or specific emphasis
schedules can be set up by use ol
imagination and intelligent selec-
tion of available time rather than
restricted A A times." Keith feels
that a basic job for media per-
sonnel is to exert their professional
talents to achieve satisfactory
schedules utilizing so-called fringe
time. "The slogan of one tv sta-
tion stales that all time is good
time and this is generally true
on an) 1\ outlet. Degree of com-
petition in each market creates an automatic price level commensu-
rate with value received or audience reached. Usuallv. stations are
priced." Dare feels, "to maintain equivalent cost-per-1,000 in all
time periods. It takes an alert, intelligent buyer to secure a good
schedule in a tight market." Such a buyer must have flexibility
and cannot be restricted bj thinking limited to pre-selected time.
William M. Wiison, John I.. Pearson Television, Inc., New York,
notes that a major stumbling-block in television buying and selling
today is the fact that timebuyers and media departments form
prejudiced attitudes about ultra-high frequency channels. "I hf.
"I course." says Bill, "has long been known as a problematical area
in the industry. \nd it's my feel-
ing that much of the problem lies
in the fact that agency media peo-
ple have formed preconceived at-
titudes a hands-off-at-any cost —
outlook." Wilson compares this
view with that held h\ man) radio
people regarding the fin situation.
"There arc." he reflects, "main
top uhf stations in the COUntrj in
areas where set counts are high.
But becau <• of tin- notion, the)
are not readil) bought. I'crhaps
the reason i- thai media people feel that the advertisers themselves
maj look down their noses at such a l>u\. Attributing the problem
to a fear complex, he feels that in man) cases the advertiser is miss-
ing out. Bill fears that agenc) people are not likeb to do anything
to rectif) the misconception, admit- that he cannot offer a propel
solution himself. The onh resolution lies in the hands of the FCC.
SPONSOU • I. NOVEMBER 1956
>***
,**^tm*
: s J
our job
doesn't
end
here . .
Signing the contract, to some, may mark the climax of a
national spot sale. Harrington, Righter and Parsons
men think otherwise, lb them, it's the start of another
and extremely vital effort.
Constant attention to detail . . attentive service to all
aspects of the account . . an intelligent approach to any
problem that arises— these are essentials of efficient
television representation. To perform these tasks
properly, we concentrate exclusively upon television.
Such thoroughness can be shared only by a limited list
of stations which — like us — believe that successful
television representation is a never-ending job.
Maybe you feel the same way about it, too?
Harrington, Righter and Parsons, Inc.
television — the only medium we serve
New York
Chicago
San Francisco
Atlanta
WCDA-B Albany WAAM Baltimore WBEN-TV Buffalo H'JRT Flint
WFMY-TV Greensboro/ Winston-Salem WTPA Harrisburg
WDAF-TV Kansas City WHAS-TV Louisville WTMJ-TV Milwaukee
WMTW Mt. Washington WRVA-TV Richmond WSYR-TV Syracuse
' SPONSOR
17 NOVEMBER 1956
91
NSOR
Adjacency protection obsolete?
The air media have always kepi the programs of com-
petitors separate from one another. But il is becoming
increasingly difficult to do so in an era of company merger
and product diversification which puts many corporations
into halt a dozen or more businesses. It"- apparent that the
iron-clad adjacency protection rules do not work any longer.
There are signs, moreover, that being adjacent to the pro-
gram of a competitor i- not necessarily harmful. Researchers
who have studied the problem find that only in the case of
competing product- itit/iin a participating program is there
c\ idence that one commercial tends to cancel out the other.
For perspective on the problem, we suggest yon read the
article on adjacency protection this issue, page 38.
Promotion idea exchange
How the) did il is beyond us. There's no busier group in
the industry than station promotion men. Yet for their ver)
first meeting (16-17 November in Chicago), the Broad-
casters' Promotion Association has managed to fashion one
ol the most doun-lo-lu as— tack- agenda- we've come across
in man) years.
Thi- quick start toward an idea exchange on the most
useful level is a significant development for admen as well
as stations. The calibre oi station promotion, for example,
determines ( 1 I the amount of usable data available to admen
to help them in their buying decisions; and (2) whether
merchandising b) stations is reall) meaningful.
\n association ol promotion men ha- Keen long needed
and long talked about. The present Broadcasters' Promotion
Association first began to take root about six years ago when
George Weiss, then sponsor's Midwe-t Manager, suggested
to Dave Kimble and Others that Chicago promotion men gel
together periodically. (Dave was then promotion manage]
oi \\ RI>M. Chicago, i- now WW. account executive at Gre)
and a speaker at thi- week'- meeting: George is now a I'alhe
\ ice president. I
this we fight for Is the lead stor) this
i sue points out. the neu network h shows lack
imagination. Imitation is tin- season's keynote.
Television needs neu ulcus and willingness <>n
the part of advertisers /<> invest in them.
lO-SECOND SPOTS
Real cool team: Over at Y&R. the
radio-t\ commercial producer is John
Freese. Fred Frost is his assistant.
Definition: "Public Relations" are
those relatives you're not ashamed
to he seen with out in public.
Stone age: On wall of reception room
of CBS President Stanton's office
hangs a -tunc slab with ancient hiero-
glyphics carved in it. (hcrheard from
one of two admen studying it —"Aha.
history's first storyboard."
Forget it: Dr. Bruno Furst is adver-
tising his memory courses in spot tv.
Spot for blank spots.
Suds hue: Soap companies are now
going in for colored detergents.
Dreft is pink, Cheer is blue
Color tv, how ice need you.'
The most: Lee Morris. Boston teach-
er and professional jingle writer, says
Boston has the "worst commercial jin-
gles of any major <it\ in the country."
Sometimes these boastful Bostonians
sound plum like Texans.
Fluff: Headline in V. ). Times —
WNiC IS BEBl FFED
IN PLEA TO F.C.C.
/ begrettable state of affairs!
Little shavers: Colgate Shave is using
tv commercials -tarring a new pair of
cartoon characters named Col and
Gate. Wonder if they've got lu<<
sisters Pam and Olive?
Clink: Nal King) Cole hopes to get
same audience reaction to hi- NBC T\
show he gets in nightclubs. Okay,
we'll sit Inane and heat time on high-
ball glasses with swizzle sticks.
Definition: "Medium'" i- how a lol
of people like their steaks done.
Warning: Stations with advertisers
who like to tie-in with gimmicks might
pass along storj of Canadian used-cai
dealer who printed 15.000 paper nap-
kins with offer of >:2"> towards pur-
chase ol an) ' ai . Two college studen -
collected 1<". napkins, tendered them n
payment for a $1,200 car. When deal-
er declined. the\ sued. The) settled
with the dealer foi $1,200.
SPONSOR
1 , \o\ EMBER 1° '6
o
I
i
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People »;it>-h programs, no tow< Without the new tower the last Pulse b1
thai L5 of the top 15 once-a-week shows are on WMT-T\ LO ol the top i" multi-
weekly Bhows are oi WMT-TV. The 25-countj \>.. WMT-TV Brsl
in share of audience, with li- oul of a i ib i1 I |uarter-hour firsts. Separate
reports for '■'■ of Lows 6 largest markets show WMT-T\ whelming favorite
in each With the i r it will be easier than ever to watch WJfi rams.
WMT-TV • CBS for Eastern Iowa • Mail address: Cedar Rapids • National representatives: The Kati Agency
• dati l>
^ D\ft«virnA
^YOUR BfST
POINT-OF»SALE
IN OKLAHOMA
Owned and Operated by
THE WKY TELEVISION SYSTEM, INC.
WKY-TV and WKY Radio, Okla. City
WSFA-TV, Montgomery, Ala.
WTVT, Tampa, Fla.
Represented by THE KATZ AGENCY, INC.
2* NOVEMBER 195S
40< a copy • $10 a yaar
PO
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
IHHHHHI
■■■■■^■IBW
■^
H
HHH
WDGY
ineapolis-St. Paul
specify STORZ stations
It's very nearly unanimous. Hooper, Nielsen, Pulse and a
host of Twin Cities advertisers agree: WDGY has the big
audience for those big results! See JOHN BLAIR or
WDGY GM Steve Labunski.
SPOT RADIO:
YESTERDAY'S
UGLY DUCKLING
Today spot radio is
breaking all previous
records. Here are some
of the reasons for the
spectacular comeback
of the spot medium
Page 23
KOWH
OMAHA
WTIX
NEW ORLEANS
Now in its sixth year of first place dominance. Latest
Hooper — 47.7% . First on latest Pulse and latest Trendex,
in all time periods. Contact ADAM YOUNG INC. or
KOWH General Manager Virgil Sharpe.
First per Hooper, first per Area Nielsen, fust per Area
Pulse, first per Metro Pulse. 87% renewal rate among lead-
ing Kansas City advertisers proves dynamic sales power.
See JOHN BLAIR or WIIB GM George W. Armstrong.
Still rocketing, still in first place, with increasing margins
all the time, per latest Hooper. And wait 'til you see that
newest Pulse. Ask ADAM YOUNG INC. or WTIX GM
Fred Berthelson.
Watch out for
these tricks
with figures
Page 28
The era of
the colossal
commercial
Page 30
WQAM
MIAMI
Now brinuinc Storz music, news, ideas, excitement to all
of Southern Florida, with 5,000 watts on 560 kc. WQAM
is already a fine Miami buy, as JOHN BLAIR or GM Jack
Sandler will demonstrate.
lie Storz Stations
lay's Radio for Today's Selling
P res i d en t:
Todd Storz
Monthly cost
and programing
Comparagraph
Page 33
It looked like a
stalemate when our
original 816 foot
tower crashed. But
we've strengthened
our position by moving
to a new 1 356 foot
tower generating
100,000 watts of
power. Now
1,000,000
Oklahomans are
watching Your next
move. Make sure they
catch it by mating
your products to the
Channel FIVE picture.
inGnrn
nnnmr
CHEMICAL AND RESEARO
FACILITY EXPANSION
make 1956 and 1957 "Boom" years in the
TERRE HAUTE
Construction and expansion investments include: Allis-Chalmers,
810,000,000 addition to mammoth present plant; Indiana and
Michigan Electric Co., $58,000,000 new plant; American Brass
Co., $25,000,000, new brass plant; Commercial Solvents, Stran
Steel, Charles Pfizer Co., Bemis Bag Co. and others are in-
vesting many more millions in this important Midwest
market. Expansion of educational institutions, a new multi-
million dollar shopping center, and enormous private con-
struction have made Terre Haute the "Boom" market of
this rich and fertile, bil-
lion-dollar area.
Complete television
coverage oj this
"Booming" area
is supplied by
TERRE HAUTE, INDIANA
THE BOLL1NG, CO., NEW YORK — CHICAGO
T M -CBS-TV
SPONSOR • 24 NOVEMBER L956
24 November 1956 • I ol. 10. .Vo. 26
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
DIGEST OF ARTICLES
Yesterday's ugly duckling: spot radio
23 Todaj -i»>t radio is surpassing all previous records, Here's a rundown
of whj the medium many thought was on downgrade scored (din. -back
Humor, tv's third dimension
26 Herkimer the bottle blower was "too pooped to participate" . . . 'til he
drank I ptown. Now all's well with Herkimer and Uptown's sales curve
The numbers game
28 ^ er> '' '" stations Lrj to get away with trumped-up audience figures. But
here are some trick- to watch out for. particularly when buying fast
Editor and President
h an k. Glenn
Secretary -Treasurer
Eia^ne Couper Glenn
Vice-President- General Manager
Bernard Piatt
EDITORIAL DEPARTMENT
Executive Editor
Miles David
News Editor
Ben Bodec
Senior Editors
Alfred J. Jaffe
Evelyn Konrad
Jane Pinkerton
W. F. Miksch
Assistant Editors
Robert S. Solotaire
Lois T. Morse
Joan W. Holland
Erwin Ephron
Contributing Editors
Bob Foreman
Joe Csida
Art Director
Phil Franznick
Photographer
Lester Cole
( 'olossal commercial!*
30 Grant advertising, Detroit, used "spectacular" approach to dramatize new
car. Other admen are using Hollywood touch for move prosaic occasions
Monthly cost and programing comparagraph
33 Features include average costs by network program types; cost-per-1,000
for top 10 nighttimi and daytime network -how-: spot television basics
FEATURES
14 Vgenc) Vd Libs
20 19th and Madison
52 Mr. Sponsor
56 New and Renew
64 News & Idea Wrap-Up
5 Newsmaker of the Week
82 Hep- at Work
50 Sponsor Asks
76 Sponsor Hears
9 Sponsor-Scope
84 Sponsor Speaks
62 Spot Buys
84 Ten Second Spots
6 Timebuyers at Work
80 Tv and Radio Newsmakers
60 T\ Results
73 Washington Week
In Next Week's Issue
The super agencj of I °-60
On the horizon i- a new structure for advertising agencies, evolvin/;
"Ni ..I iln i in marketing and othei agenc) services
Hom to u-<- NCS N<». 2
In qti< inswer form, here arc the kc\ facts al t Nielsen Co\
'i» ii i an be used and what it can'l be used for
ADVERTISING DEPARTMENT
Advertising Director
Arnold Alpert
New York Manager
Charles W. Godwin
Midwest Manager
Kenneth M. Parker
Western Manager
Edwin D. Cooper
Promotion Manager
Mort Winthrop
Production Manager
Jean L. Engel
Advertising Staff
Marilyn Krameisen
George Becker
Dianne Ely
Administrative Coordinator
Catherine Scott Rose
Circulation Department
Beryl Bynoe
Emily Cutillo
June Kelly
Accounting Department
Laura Oken
Laura Datre
Reader*' Service
Betty Rosenfeld
Secretary to Publisher
Carol Gardner
Member of Business Publications
Audit or Circulations Inc.
EH3
SPONSOR PUBLICATIONS INC.
combined with TV. Executive. Editorial.
Circulation and Advertising Offices: 40 E.
49th St. '49th & Madison) New York 17,
N. Y. Telephone: MUrray Hill 8-2772.
Chicago Office: 161 E. Crand Ave. Phone:
SUpenor 7-9863. Los Angeles Office: 6087
Sunset Boulevard. Phone: Hollywood 4-
8089. Printing Office: 3110 Elm Ave.
Baltimore 11, Md. Subscriptions: United
States $10 a year. Canada and foreign
$11. Single copies 40c. Printed in U.S.A.
Address all correspondence to 40 E. 49th
St., N. Y. 17. N. Y. MUrray Hill 8-2772.
Published weekly by SPONSOR Publications
Inc. Entered as second class matter on
the 29 January 1948 at the Baltimore
postoffice under the Act of 3 March 1879.
Copyright 19S6
Sponsor Publications Inc.
TOPS In
Showmanship!
lAKE finest television facilities, add an experienced,
staff with a real flair for "Iowa Barn Dance Frolic"
showmanship, and the result is a station with some of
the Nation's best local programming — WHO-TV !
FACILITIES! Largest studios in Mid-West. Studio One
is 50' x 90', Studio Two is 35' x 70'. Complete kitchen
also available. Equipment includes two 16 mm. movie
projectors, one 35 mm. slide projector, one 4" x 5"
opaque projector and one rear-screen projector with
automatic 4" x 5" slide changer and 9' x 12' screen.
Also big Mobile Unit, excellent Art and Photo Depts.,
plus complete color facilities, including two 16 mm.
color movie projectors and one 35 mm. color slide
projector.
PERSONNEL: A tremendous pool of Iowa Barn Dance
Frolic talent, plus an imaginative, 35-man staff,
headed-up by TV Program Director, Production
Manager and 4 Television Directors. 525 cumulative
years of show-business experience assure really pro-
fessional local programming.
Yes, WHO-TV is "tops in showmanship" — another big
reason why Iowans watch WHO-TV, respond to
WHO-TV, with an enthusiasm and loyalty accorded to
few television stations in America.
WHO-TV is part of
Central Broadcasting Company,
which also owns and operates
WHO Radio. Dcs Moines
WOC-TV, Davenport
a
WHO-
WHO-
WHO-
WHO-
WHO-
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO-TV
Channel 13 • Des Moines
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Robert H. Harter, Sales Manager
Peters. Griffin, Woodward, Inc.
National Representatives
Affiliate
SPONSCR
24 NOVEMBER 1956
1
T-
4t
-#1?
■■I
AMERICA'S RICHEST AND
MOST PRODUCTIVE MARKET
HOUSTON
GALVESTON
Everyone
Wife '
'/4 OF TEXAS
14 of all Texas buying income,
over 600,000 families with 475,-
000 television sets, make up the
rich Gulf Coast Area, including
Galveston and Houston.
~1
Hf
Charted in proportion
to effective buying
income for counties
included in KGUL-TV's
coverage area.
• ••in the Texas Gulf Coast Area
is sold on KGUL-TV
The only station that delivers a primary city
signal to Galveston and Houston.
KGUL-TV is top preference in prime time* with
the most popular nighttime program, the
largest average audience and the highest
number of quarter hour firsts.
(Source: ARB, July, 1956, 7 days, 6 P. M. Midnight)*
GALVESTON, TEXAS
Represented Nationally by
CBS Television Spot Sales
SPONSOR • -1 NOVEMBER 1956
>f the week
Ben Duffy: the co-production approach
When Iran, soft-spoken Hen Duffy, president ol BBDO. addressed
last week's III ES meeting in New ^ <>rk. he put his firm high among
those which believe agencies must move again into show control.
Diilh doe- not advocate Mill', show control b\ agencies. But he
doe- urge them into co-producership. "If advertisers arc to acquire
more effective programs at realistic prices, he says, "advertising
agencies musl lake an active pari
in their production." Let's take a
look at some of the things l)ntT\
and liis agenc) are doing.
\l BBDO, there is onl) one
-how wholl) produced in the shop
) our II ii Parade. But as a co-
producer, the agenc\ i- stepping
up its activity. Last year, BBDO
derided Armstrong Circle Theatre
needed perking-up, got together
with the producers and worked
out improvements. What the col-
laboration proved was that agenc) and producer can work amicabl)
together for the benefit of the client. Since then. BBDO has
involved it-ell more and more with production on other proper-
ties in all areas — planning, writing, casting and screenings. \ BBDO
production group, for example, has been in on the new General
Mills show. Giant Step, right from the start.
DufT\ told SPONSOR such co-producership l>\ agencies minimizes
risk 'it show failure and cancellations at the end of 13 weeks. It
also gets the client exactly what he wants. Because BBDO knew
that Standard Oil of California wanted a show with West Coast
appeal, it went to Guild Films which had certain Jack London
script rights, \genc) and packager together developed the Captain
David Grief series, tailored to the client's need. BBDO also i-
co-producing two new shows now in the works.
l)ufl\ s co-producership concept is analogous with the situation
in Hollywood feature films where studio and free-lance produce]
work together, joint!} or separatel) contributing story, talent, facili-
ties, financing, and -ales channels.
Strangelj enough, the advocate of such "togethernes-"' Ben
Dullv probabl) will be longest remembered on Madison Wenue
lot the sensational coup he achieved alone. In L948, be made
a single call on Vincent Riggio, then president ol American Tobacco,
and came awa\ an hour-and-a-half later with the coveted $10 million
Luck) Strike account. Duffy, son of Iri-b immigrant parents, was
born in 10112 on Manhattan'- west side. He left high school in his
sophomore \ear, started as office boj at the agenc) he now heads.
In his M) \ears in Adland, he's seen main changes. He saw
agencies take the rein- of radio -how control onl) to drop them
with the coining of t\ . Now he see- the need again for at least
one band firinb on the reins. ^
SPONSOR
24 NOVKMHKH !').)(.
RE:
NCS#2
MOBILE
and the booming
GULE COAST
MARKET
1.
2.
3.
4.
Now your brand new
measure of station
coverage and
circulation shows . . .
WKRG-TV
to be the market's
dominant station!
WKRG-TV
outperforms competition
... in counties covered
... in TV homes reached
... in actual audience
circulation in all
categories reported.
Makes sense, then,
to make
WKRG-TV
your dominant
advertising force.
Without a doubt!
WKRG-TV
is viewed on Channel 5
CBS Network Affiliate.
AVERY- KNODEL
NCORPORATED
National Representative
BUY
TO SELL
OF CALIFORNIA
These two Bit: Impact stations
KBIG Catalina
KBIF Fresno
cover all 8 Southern California
counties via the salt-water route.
kill*., broadcasting on 740 kc with
10.000 wait- from both Hollywood
and Catalina, is the only indepen-
dent powerful enough and popular
enough to register audiences con-
sistently in all three major South-
ern California metropolitan areas:
LOS ANGELES America's 3rd
markel
SAIN DIEGO the L9th
SAN BERN \ I! Dl NO- the 32nd
KBIF, 900 kc with 1000 watts, is
the most powerful and popular in-
dependent covering Fresno, the na-
tion's No. ] Farm Market, and its
prosperous San Joaquin Valley
neighbors.
\\ ith the two John Poole high-
quality center-dial music-and-news
radio stations, yon reach -••, of the
people and the retail sales of the
No. 2 Stale, at statistically the low-
est cost-per-thousand listeners.
Buj both stations: KBIG and KBIF
for KBIG rates plus 25< , ,
^ our \\ eed man has the w hide
stoi \ .
JOHN POOLE BROADCASTING CO.
C140 eunitl Blvd.. Ui Ang.l.. 28, California
Ttliiphoni: HOIIywood 3-330S
Nat. Rep. WEED and Company
Timebuyers
at work
^^/|
David Williams, Harold Cabot & Co.. Inc., Boston, feels the suc-
cess of mam broadcast campaigns for Cabot clients is due to a
new or unique approach to radio advertising. "Frequently," how-
ever, Dave savs "a creative client approach is hindered 1>\ un-
imaginative or negative radio station policies. Stations should be
eager to trj creative rate struc-
tures that encourage such ap-
proaches as a three- or four-second
super-saturation campaign, or even
a well-designed two or three-min-
ute commercial. There's no real
basis for an advertiser to be lim-
ited to the standard minute, chain-
break or 1.1).. if there's another
way the medium can he used."
He finds that too many stations
substitute polic) for creative use
of their selling facilities. Another
request he makes of stations is that the) stress scientific salesman-
ship. "Loud cries about greatness and super personalities onlj
arouse suspicion and withdrawal." he says. "Perhaps the establish-
ment of an industry-policed standard fact sheet similar in approach
to the ABC statement would help so that a station need not claim to
he 'first' or "second" to he a sound hu\ and a frequent one."
Nina Flinn of Robert W. Orr X Associates. New ^ ork. finds her
more recent agency experience has shown that a basic knowledge of
some of the problems of production and of the cop) philosophy
behind an) campaign can help a buyer do a better job. "B) sitting
in at broadcast strateg\ meetings alonj; with cop\ . research, market-
ing and production people, a Inn-
er is in a better position to offer
more intelligent and practical suu-
gestions from a buying point o.
view."' she savs. "This is particu-
lar.) true in the case of first-time
broadcast advertisers, whether in
radio or television. \\ hen the buy-
er i- gh en the opportunit) to 1 e-
come familiar w ith the client -
thinking, cop) strategy, marketing
problems and the like, he or -he
can combine with this a knowl-
ie medium and is more readily able to
of a successful campaign." I he end re-
sult, Mi-- I linn think-, i- that the buyer is capable of placing and
following through on a campaign more effectively. "Ibis type of
'knowledge | ling' can onl) be beneficial to client and campaign,
a- view- from people in man\ agenc) job- can be presented.
edge o| the markets ami
contribute to the planning
SPONSOR
24 NOVEMBER 1956
rings up top ratings everywhere. In a key market
like Cincinnati, for example, ELLERY QUEEN not
only has the highest rating" of any syndicated
program — it also outrates top network favorites
such as $64,000 Question, Climax, Jackie Gleason,
Alfred Hitchcock, Dragnet, and many, many others.
24.7 Pulse, September 10, 1956
i
series
starring
GH MARLOWE
» *
p>..
1 ^ I
Your own survey will prove
to you that more people are
ELLERY QUEEN fans than for
iy other mystery adventure series.
No wonder! Books, anthologies, Ellery
Queen magazines, motion pictures,
network radio series, all with multi-million,
astronomical circulations, and now the
brilliantly-produced television series are
your guarantee of the big audiences you '
want. Let demonstrate to you how the
ELLERY QUEEN series can best serve you, too.
EDWARD SMALL • MILTON A. GORDON • MICHAEL M. SILLERMAN
488 Madison Ave., New York 22, N. V. • PL. S-2100
LANCASTER, PENNA.
NBC and CBS
CHANNEL 8
Multi - City Market
STEINMAN STATION
Clair McCollough, Pres.
Representative the MEEKER company, inc. • New York • Chicago • Los Angeles • San Francisco
SPONSOR • _' I NOVEMBER L956
Most significant tv and radio
news of the week with interpretation
in depth for busy readers
SPONSOR-SCOPE
24 NOVEMBER The penalty of leadership is beginning to overtake tv. Because it is so bis:, so
Copyright 1956 ... ...
sponsor publications inc. glamorous, and so expensive, it is also becoming prone to another bigness — big criticisms
and dissatisfactions within itself. Long run, these may become routine or disappear; but
this week they made an unpalatable stuffing for many a whopping Madison Avenue turkey:
A number of major accounts are in jeopardy as the result of what's happen-
ing to some tv network shows.
What lends a sense of irony to most of these situations is that the basic fault is not
the agencies'. The agency has to contend with so manv factors beyond its control. For
instance:
• The wrong time at night.
• The show in front.
• A strong competitive show suddenly blowing in, accompanied by an overwhelming blast
of promotion and publicity.
• Failure to obtain a powerful enough name on a rating night.
Client pressure over faltering shows is mounting at NBC TV.
General Foods makes the latest sponsor of an NBC-controlled show to ask that some-
thing be done about the situation.
GF thinks its problem might be resolved if NBC found another time period for
the Adventures of Hiram Holliday.
The present spot — Monday 8 to 8:30 p.m. — is too early, General Foods is convinced.
Too many youngsters in the East and Midwest especially are still in control of the sets at
that earlv time.
A GF reminder to NBC: IF NBC should decide to shelve Stanley, which now fol-
lows Holliday, GF would be quite happy to inherit the spot.
Finally, there's the series of upsy-downsy emotional states induced by the se-
quence hi which the ratings appear. This is the pattern:
• First Trendex comes out. This is a great source of joy for those with shows on CBS,
and — conversely — a black time for those with shows on the other two networks.
• Then comes the ABB report. Admen heavy in ABC now get a big lift, and those on
NBC cheer up a bit, too.
• Last comes Nielsen. Now NBC sponsors and agencies are jubilant.
Whatever your feelings about ratings, there's no denying that they're hardest on the
nerves.
P & G and other soap leaders apparently have overworked their gambit of
making anonymous inquiries for availabilities.
It's standard practice for the big consumer-goods producers to fish for time on a blind
basis — especially when a new product (which the sponsor doesn't want his competitor to
know too much about) is involved.
Stations are in sympathy with the practice, but recentlv there has been a growing
touch of impatience because of:
• Tightening of availabilities in the verv top markets.
• The embarrassment that follows when the station discovers the "blind" product con-
SPONSOR • 24 NOVEMBER 1956
SPONSOR-SCOPE continued
flirts directly with an adjacency.
As a point of contrast: A poll of reps probably would disclose Esso to be their
No. 1 account in above-board information disclosure. This seller-buyer relationship
has resulted in a loyaltv from stations that's become a classic in the business.
On the general marketing front this week the news again was ultra-cheery.
To begin with, it will be the best Christmas season on record. Meanwhile all the major econo-
mists started unlimbering 1957 predictions— again, all ultra-cheery. Buried in this torrent
of generalizations, but not to be overlooked, are the following:
Item No. 1 : The government estimate for cigarette sales this year is about
$395-billion, a new high.
Compared to 1955, the edge for the current year is 3.4%.
The previous high for domestic consumption was in 1952, but — partly because of the
cancer scare — sales took a drop thereafter.
This year's revival should give a strong impetus to 1957 budgets.
Item No. 2: You can get all sorts of estimates on new-car sales for the 1957
season, but for the moment keep this in mind: Tt will be a big year sales-wise and
advertising-wise.
Sales-wise, you have the impetus of a vast arrav of new styles and models which —
like any fashion merchandise — have to be plugged.
Advertising-wise, you have the heightened competitive race among the Big Three. And
this is no temporary thing. For the fellow who gets to the top has the near-permanent ad-
vantage of repeat sales because of customer loyalty. 1957 will be the year everybody wants
to buv still more loyaltv.
Of the Big Three. Chrysler is far ahead on ad expenditures for the new models.
A Detroit guess is that Chrysler's all-out drive may take its ad and promotion outlay well
over the $40-mi11ion-mark.
Items No. 3: A new business opportunity for air media may soon emerge
from the lamb-growing industry.
The lamb growers have organized into the American Sheep Producers Council and turned
over to Botsford. Constantine & Cardner the task of putting their program into action. First
objective will be to get more lamb on restaurant menus and in supermarkets: next, to stimu-
late a greater and steadier taste for this protein.
Over-all. it's like the campaign put on by the turkev growers, which germinated in
Utah and turned out to be one of the smartest marketing jobs in food history. Another
famed marketing drive in this category — one that used lots of air media — emanated from
the broiler people in the Maryland area.
ABC Radio's affiliate advisory committee has taken a swipe at what it term*
"jukebox" stations while endorsing the network concept of broadcasting.
In a statement issued after a weekend meeting with AB-PT president Leonard Golden-
son and ABC Radio v.p. Don Curgin. the committee:
• Rejected the vaunted impression that independent stations outrate network affiliated
stations.
• Reaffirmed the belief ABC affiliates have "the greatest opportunity in years to capital-
ize upon the basic strength and resurgence of network programing service."
10 SPONSOR . • 24 NOVEMBER 1956
SPONSOR-SCOPE continued . .
Network tv — instead of growing into the dominating giant of the favored few
— happily is turning into a friendly amoeba lhat proliferates itself.
The reason is alternate sponsorship.
Whereas radio knew no other form hut one advertiser to a program, network tv con-
tinues to divide itself up more and more.
An index to this rate of increase is a comparison of November of this year with the
like month of 1955.
A breakdown by SPONSOR-SCOPE of the sponsored night-time programs on all net-
works for the week of 25 November 1956 shows 48% of them with alternate sponsors
and 16% with three or more sponsors.
For the parallel week in 1955 the figures were 43% and 9%.
This comparison recalls a statement made in 1950 by Niles Trammell, then NBC vice-
chairman: "Radio's weakness was in having too few advertisers; it was prone to having too
many eggs in one basket. Television must make way for as many advertisers as possible
to guard against sharp fluctuations in revenue."
Here's indisputable proof of the spiraling costs of network tv (and the trend mentioned
in the item above) :
Only 14% of the programs carried on all three networks at night advertise
a single brand or are strictly institutional.
The remaining 86% carry two or more brands.
Source: sponsor's program comparagraph, page 33.
More and more agencies are awakening to the need to do their tv program
planning much longer in advance than heretofore.
Some of the bigger ones already are talking about next fall instead of waiting until
March or April to shop for availabilities.
Agency executives realize that they've been working too close to the old radio time-
table when three-month planning was ample and you could even make a major change over
a weekend.
Note the thesis of BBDO president Ben Duffy's talk at the RTSEC. Duffy urged
agencies to assume the co-producer role in a program package at its very inception,
instead of waiting until it's offered as a pilot film. (At the moment there are very few pilots
that haven't been shopped over.)
See Newsmaker of the Week (page 5) for more on Duffy's views.
Ben Duffy's remarks (above) were received with "aniens" along Madison Avenue, but
promptly followed by this probing question:
How can agencies expect to move into the co-producer's role with an outside
package when the big talent offices are really in the driver's seat?
The point of the query is this:
A show may have a better chance of success if done live, but the talent agent's main
goal is the best tax deal for his client. And that kind of deal can only prevail when
the star has a piece in a film series.
Which tv programs get the benefit of free chainbreak plugs? Who's the vice-
president in charge of dishing out these valuable eome-ons?
Y & R has poked into the matter at both NBC and CBS and now thinks there isn't
any firm answer.
Apparently no allocation policy has been set up at the networks to ration this kind of
SPONSOR • 24 NOVEMBER 1956 11
SPONSOR-SCOPE continued . . .
tiling. Sa\s one tv executive: "We think of them mainly when we have to promote a
spectacular."
It - apparently one of those situations thai has escaped exploration because tv ha9 been
too busy with bigger things.
Radio networks may find a windfall in the fact that affiliated stations in
some of the top markets have sold out all their availabilities between 4:30 and
7:30 p.m. weekdays.
If there are enough such tight markets, the only way a national advertiser can get into
them is by going network.
Note this wry comment on the situation by a rep:
"It was spot that started radio rolling again and here are we reps sitting by while the
networks cash in on our spade work. The only way we can get any more money from those
prime spans — 6:30 to 9 a.m. and 4:30 to 7:30 pan. — is for the station to raise rates or
reclassify its time."
Look to increasing support from the major Hollywood studios in the ex-
ploitation of their older features on tv stations.
They're swinging around to the philosophy expressed by 20th Century-Fox head,
Spyros Skouras: "The more they look at pictures and the more they talk about them, the
better will it he for the entire picture business."
How spirit of cooperation worked in Chicago:
\\ BKB-TV and WGN-TV set the week of 1 December for a promotional push on fea-
ture, using the theme, "Hollywood in Chicago." WKBK-TV obtained Donna Reed for
appearances and WGN-TV has applied to 20lh Century, through NTA, for a visiting star.
Network radio may soon he hack in duPonPs media picture.
Fabrics division of the Delaware colossus was so impressed with a presentation from
CBS Radio that it indicated that it would ask its agency, BBDO, to re-evaluate the division's
media strategy with a view to including radio.
Network's story was built around a specific entertainment package.
NBC Radio expects to corral some substantial radio deals as soon as all affiili-
ates have approved the network's new program structure.
In fact, it's got a sizeable contract on hand, ready to sign when the final contingent of
stations vote aye. The contract involves new news schedule.
Meantime CBS Radio has sold Scott Paper Company some more daytime business.
CBS put the added billings at $1,300,000. Agency: J. Walter Thompson.
Once again here's proof that the amateur hasn't a chance in tv.
The job of selling the advertiser's local campaign now calls for topflight pro-
fessional promotion men.
Some 300 such station promotion specialists from all sections of the country held their
Inst convention last week in Chicago. Their organization: the Broadcasters' Promotion
Association.
Picked as president was David Partridge, advertising-promotion chief of the W'cst-
inghouse stations.
The Chicago group that put the meet on its keels were Charles A. Wilson, WCN &
\\(A I \ ; John M. Keyes, WMAQ & WMBQ; Tom Dawson, WBBM & W BBM-TV, and Ell
Henry, ABC.
For other news coverage in this issue, see Newsmaker of the Wick, page 5; New
and Renew, page 56; Spot Bin-, page <>2; News and Idea Wrap-up, page 64; Washington
Week, page 73; SPONSOR Ileus, page 79; and Tv and Radio Newsmakers, page 80.
12
SPONSOR
24 NOVEMHER 1956
\
In a single day, KNX reaches
more homes in
Metropolitan Los Angeles
than the four leading
independent stations combined.
That's saturation!
And KNX saturation sinks in.
Your sales message is backed
by programming
that demands attention :
drama, discussion, comedy,
sports, variety and news . . .
not a lulling repetition
of top tunes.
When you talk "saturation"
get saturation.
Buy KNX RADIO,
the most listened to station
in Los Angeles.
Represented by
CBS Radio Spot Sales.
M'ONSOH • 24 NOVKMBKR 19.">f>
L3
by Bob Foreman
IN AND AROUND
COLUMBUS, GEORGIA
CHANNEL
WRBL-TV
A CBS
-/[ ABC
V REFER
VRED x
IE WING
I l-COUNTY AREA - NOV. '55
402 <* 404
METROPOLITAN FEB. '56
298°f4l6
• COMPETITIVE QUARTER HOURS
WEEKLY TELEPULSE
CALL HOLLINGBERY CO.
II
Agency ad libs
Did tv go this far in just 7 years?
I was thumbing over a review of television,
its sel growth, listener patterns, coverage, etc.,
when suddenl) the obvious occurred to me —
that this new phenomenon which has affected
our living habits, our business procedures, our
wa\s of politicking, our architecture and, for a
number of us. our blood pressure, has taken
place in approximate!) seven \ears.
I was going to call them "short" years but in this case the cliche
doesn t apply. They were decided!) long \ears. Exciting. Trying.
Astonishing, to be sure. But they certainly aren't short when one
realizes that seven \ears back in television resembles the da\s when
the pterodactyl roamed the skies. F'rinstance.
Seven years ago film on t\ was terrible. The technical quality of
it. that is. 1 recall that we had about eight or nine Groucho films
in the can when we discovered that the faces of the contestants ap-
peared onlj as white blobs. This was discouraging to say the least.
especially when we realized that whatever corrections could be
made would not be available for telecasting for at least L3 weeks.
Hack then. too. there was a great deal of get-rich-quick talk among
film-makers, despite their problems of providing suitable quality for
telecasting. Everyone with a script and the name of a vice president
of a West Coast bank was going to turn out a pilot film, sell it fast,
scurn into production I using the bank's money) and clean up.
Get rich quick scheme was "syndication"
The big wa\ to hit this jackpot was not to sell to the networks or
to a single advertiser for a network time spot. It was to "go into
syndication." Send a couple of drummers out on the road with 10
mm. prints under-arm and watch the sales roll in! Boy, this was
easy! Of course, you got a nice fat regional deal right off the hat
so \ou could paj off your below-the-line (production) costs while
grinding out the episodes. All other payments were deferred. So —
as each added market was sold, almost everything you took in was
gra\ 3 .
I nfortunately, something went awry. Sales were hard to come l>\
and costl) to achieve. The hanks saw huge deficits becoming
hug( r a- each film went into the can and onl) a fraction of the
negative cost coming in week alter week. So the) got to thinking
like bankers again rather than like uranium prospectors. Hie)
began to question the philosoph) of taking a loss now and getting
big dough when the renin- wen- sold. The) discovered that adver-
tisers insisted on reruns being held until the) themselves were
through with the -how -o a- not to have to compete with themselves.
\ml consequently, main a near millionaire went into hock. In
addition some nice -laid old hank- found the) owned batches of
half-houi television film- id dubious aesthetic a- well as economic
\ alue.
Back in those days live -how- had their problems, too. Hardly a
I /'lease turn to jki±<- 1!! I
^I'HNSOR
121 NOVEMBER 1956
". . . television rose to its greatest
heights oj achievement . . . color tele-
vision s shining hour".
ALDINE R. BIHD, BALTIMORE .NEWS-POST
". . . spritely, heart-warming, original
. . . must have struck a responsive
chord with all viewers except those
cynical, hard-bitten souls who refuse
to acknowledge the fact that they
icere once children . . . the finest
original score we have heard on TV".
HOLLYWOOD REPORTER
"// was 90 minutes of high pleasure,
a joy in every respect. It was a rare
moment in television . . . a magnifi-
cent job which I hope ABC will repeat
again and again".
JAY NELSON TUCK, NEW YORK POST
"... a towering beacon in the develop-
ment of television entertainment . . .
irresistibly charming, beautifully pre-
sented . . ."
BOB WILLIAMS, PIIILA. EVE. BULLETIN
". . . thoroughly captivating entertain-
ment . . . we sat entranced . . ."
NICK KENNY, NEW YORK MIRROR
"Hooray for 'Jack' . . . the first real I \
successful musical written especially
for TV".
WIN FANNING, PITTS. POST-GAZETTE
"pure joy . . . good enough for ABC to
place in its expanding repertoire of
kid classics".
SID SIIALIT, NEW YORK DAILY NEWS
"'Producers' Showcase' . . . crammed
more charm and professionalism into
ninety minutes than has been seen
on TV in many a day".
MARIE TORRE, N. Y. HERALD THIISI \E
"'Jack' as a TV musical is a worth}
successor to 'Peter Pan' . . . it is a
timely commentary on whatever it is
that man lives and fights for".
JOHN FINK, CHICAGO TRIBUNE
sX? III. 7HJIt*L&; *
HIGHEST
BEANSTALK
HISTORY
Live TV is belter than ever! An estimated 55 million
Americans proved it last Monday night when they
tuned in "Jack and the Beanstalk" in Color and
black-and-white on Producers' Showcase over NBC.
This ivas the largest audience to watch a 90-minute
show in the history of television. It attracted a 75%
greater audience than the average of the three com-
peting halj-hour shows* on the second network.
Not since NBC's two memorable two-hour produc-
tions of "Peter Pan" lias sheer enchantment held so
vast an audience spellbound. "Jack and the Bean-
stalk" was an authentic television original— a triumph
of bold, creative, live programming. It demonstrated
once again television's unique ability to capture a
nation's interest and attention through one show on
one network.
"Jack ami the Beanstalk" was another NBC landmark
in the development of live television. It was what
people have come to expect from the network which
introduced the 90-minute Spectacular, and i- now
the only one to continue tin- dynamic program form.
NBC TELEVISION
a sen ice of Btt/fl
• Burns and Allen, Arthur Godfrey's Talent Scouts, I Lote Lucy
'
^
<
_rii
0&
1 1 HH 1 .
Safin IT™
I P^
SHE
j - HI
' T7
52 true dramas
of suspense, fear, and fighting courage...
from TV's most successful adventure series!
RU5ADER
starring BRIAN KEITH ...a man with a mission
Local and regional advertisers will welcome this opportunity to catapult their sales with a great network hit.
U5ADER is rounding out 65 smash weeks for Camels and Colgate-Palmolive on CBS T\. Its 12-month average
I\ielsen rating of 22.1 tops the average rating for all other dramatic series. Each half hour is beautifully cast
and produced . . . based on official records . . . packs a terrific wallop for the entire family. High drama, high
ratings, higher and higher sales!— all yours when you say CRUSADER to MCA. Say it today.
It
MCA TV
America's
No. 1 Distributor
of TV Film Programs
Flash! Latest October Welseii 28.5
Agency ad libs continued...
FACIF1C NORTHWEST'S
Combine Massachusetts, New
Hampshire, Connecticut and
Rhode Island and you'll ap-
proximate, in area, the tre-
mendous new market created
by the KIMA-TV, three-station
network. No other single med-
ium in the Northwest delivers
a market as large (over 40,-
000 square miles), as rich, as
valuable as EXCLUSIVE!
1 *\s K I M 6 r 0 N
KIM A
K.E P R\TV
Xi
KLEW.'TV
drama was aired without a shot for example of a stage hand in oxer-
alls earning a chair. This was most disconcert i ng to the audience
which thought it was viewing, perhaps, a period piece. You saw as
many mike booms and shadows thereof as vou did actors.
For the above reasons — as well as others — more shows were of
I lie panel type than not. There were panels of bright school kid-
and panels of average school kids. There were panels of eggheads
and man-in-the-street-type panels. And puppetry was rampant.
Remember? Do you recall Bob Emery and Doris Brown and Hat-
pin Mary (who poked the wrestlers) ?
A lot of film has flowed across the gate since those days and mam
live episodes have been delivered. Its a tribute to the producers of
present-da) items how superb the quality of their product is today.
I never cease to wonder about the assurance with which the most
difficult of dramas, for example, is produced live — each camera-shot
so carefully planned and cleanly executed.
Then there were the commercial problems of yesterday, Number
One among them being the search for a guy or gal who could
deliver a line or two without shaking or forgetting or looking like he
was reading. Those who could do this were few and far between.
Consequently, everybody used them.
Then there was the discovery of animation, a technique that
made sound and experienced advertising men forget everything they
ever learned about advertising. \nd everybody who was anybody
was rushing around putting pictures to radio commercials and a
gent who knew how long a zoom took and what a flip wipe was, was
considered an expert.
Remember those days? ^
£ b 0
MARKET DATA
POPUIATION
W'bon Populal,on 5".875
IRu-ol Populo,;0n 261.9001
FAMIUES J-19.975)
"ACTIVE BUYING INCOME '59.925
GROSS Farm INCOm"* I'18000
FOOD 5AIES 5*32.561,000
GENERA! MERCHANDISE !!"'^°M
DRUG SAIES 5430.890,000
AUTOMOTIVE SAif, $ Jl. 335,000
(Soukc |oS6« 5123,748,000
S° Su'"«y Of Buying p0w<,,,
Yak i ma, Washington
KEPR-TV omAj KLEW-TV
'•ik. w.,k LnrbtM, idok.
Pic slinging slapstick, panel shows and puppetry were rife in tv's
youth. I he advances made in seven years are a tribute to the Industry
l
si-oNsou • '2 1 \u\ i \ir.i i; l'>.">(>
THEY TELL OUR STORY FOR US.. .
Other folks feel our ratings
are worth shouting about . . . and so do we .
so will you . . . when you
use WBNS-TV in Columbus, Ohio ^O/
J$lr •
JMF tv film the BILLBOARD April 28, 19%
art/
I Gets a 24.8% °n WBNS"TV> §V ^ WAJ4/ZW
topping; Phil Silvers, Robert Montgomery 4 'MmMwj/v*
and a lot of other toppers
BROADCASTING-TELECASTING ~ April 16, 19%
Pulls a 32.3% •°n WBNS"TV>
1 >lltVXJ topping Como, Godfrey and Others .^fc.%^1
^/ :
/ TELEVISION AGE July, 19%
Ziv Television ^ _ __
<%* 7f)o/ shareof 31 if g -
\\&* ' " /° audience on WBNS-TV W1^ g, ^^
]J BROADCASTING-TELECASTING September 24, 19% ^
Top Five right down the line!
COLUMBUS . . . Three Station Market 46rr share of 3 station
1. Highway Patrol (Ziv) Tues. 9:30 WBNS-TV 39.3 audience Coverage . . .
2. Man Called "X" (Ziv) Fri. 8:30 WBNS-TV 18.2 500,400 families Reach-
3. Death Valley Days (McE-E) Sun. 8:30 WBNS-TV 17.3 ing 1,872,900 TV Homes.
4. Annie Oakley (CBS Film) Sat. 6:00 WBNS-TV 16.2
5. Superman (Flamingo) Wed. 6:00 WBNS-TV 16.2
W^BNS-T V ® ' ' — — bla,r tv
.- - t _ - _! -. . Affiliated with Columbus Dispatch . . .
channel 10 • columbus, ohio G-Mifck.ofc.:»KHi*fc
SPONSOR • 24 NOVEMBER L956 19
TIME BUYERS and
AD MANAGERS. . . .
here is your chance to
SAVE!
• The Negro buying power
in KANV-land has IN-
CREASED!
• The selling power of KANV
has INCREASED!
• Surveys prove KANV's popu-
larity has INCREASED!
• KANV personnel, promotion
and programming costs have
INCREASED 30%.
NOW KANV finds it
necessary to announce a
RATE
INCREASE!
Effective Dec. 26, 1956
BUT . . . YOU CAN
STILL BUY AT THE
OLD RATE
... and SAVE!
IF your contract is
received and accepted
on or before
DEC. 25, 1956
All contracts accepted by KANV
on or before this date will be pro-
tected at the present rates for ONE
YEAR All contracts received after
this date will be accepted only on
the new rate.
HURRY and call our National
Representative in your area. Sec
new rates in SRDS, effective De-
cember 26, 1956.
KANV
SHREVEPORT, LOUISIANA
1050 Kc.
250 Wat
DAYTIME
49th and
Madison
Why snowflake added radio
li was a pleasure I" read about I .5.
Steel's Operation Snowflake in the new
weekl) SPONSOR. But some things have
happened since your presstime which
ma) be ol interest.
\- you know the purpose of Opera-
ndi Snowflake is to increase the con-
sumption of steel l)\ promoting appli-
ance sales. I liis \ ear we ve given
Snow Hake the help of radio by sched-
uling a two-week drive from 20
November to 7 December on 54 sta-
tions in I!', markets. The majority oi
the stations will be the so-called power-
house stations.
Snowflake would be considered use-
less, however, it it was promoted onl)
on the time bought b) Steel inasmuch
as Steel's announcements do not men-
tion where appliances can l>e pur-
chased. It is essential to the campaign
that local radio salesmen sell local
advertisers on Snowflake so that poten-
tial customers can be told where to
bu) their appliances. In addition we
Imped that local hanks would also be
~< «li I on Snowflake as a means ol pro-
moting the purchase oi major appli-
ances.
It is. ol course, too earlv to talK
up the result- ol the Snowflake cam-
M but indications arc that the use
of radio in a promotion that was pre-
viousl) restricted to the print media,
is going to result in the most success-
ful Operation Snowflake since the idea
was originated in L95 1.
\ concrete example nl how Snow-
flake can be exploited for the benefit
of radio stations and advertisers has
been supplied b\ W.IW. Cleveland.
Umost as soon as the initial Snowflake
promotional material was distributed,
W.IW salesmen went to work selling
local businesses on the idea of t\ in;j
in w iili the campaign. W I W . b) the
way, was not one <>l the stations on
which Steel had bought time. Vmong
those businesses that W.IW has sold
on Snowflake are appliance dealers,
hank-, and a public utilit) .
George Shenk, Project Manager
I . v Steel, Pittsburgh
Ultimate in radio's flexibility
Here is an episode which, we at
WEBC think, demonstrates the versa-
tility and endurance of radio.
A fire broke out in our studios on 2
November at 12:15 p.m. The entire
building was evacuated immediatelv .
The announcer on duty, Don Mason,
put an LP on the turntable as he left
the building and phoned the transmit-
ter and had them broadcast a tape of
music.
We missed two minutes of broadcast
time during this switch. It was appar-
ent an hour later, that the entire in-
terior of the building was going to go
up in flames. Five of m\ announcers,
four salesmen anil one engineer en-
tered the building to remove office
records and equipment. The) made
eight trip- at the height of the blaze
and saved all of our commercial sched-
ules, continuity, office records and
enough equipment, such as turn tables
and a console, to keep us operating.
During the time we were salvaging
equipment, both M) \I. and W DSM
management offered help. WDS\1 sug-
gested we use their Duliith studios
and kl) \l. offered use of their re-
mote facilities in a local auto -how-
room for a few hour-.
We accepted k I ) \ I . - oiler, since it
would least inconvenience our bene-
factors. . . .
We used these facilities Foi about an
hour and 10 minutes while our equip-
ment was being set up. \i this point
we switched to full operation from our
transmitter.
W c continued the transmitter opera-
tion from '.\:'M) p.m. on the da) of the
fire until 3 :00 p.m. the follow ing Tues-
day, when we -witched hack to one of
our studios in the WEBC Building,
where we are currentK operating . . .
until the completion of permanent re-
pairs on a second studio i 1') Novem-
bei ' and the return to operation of
the remaindei ol our facilities.
W I IK sun ived a fire destro) ing a
major part ol its facilities and went off
the air for onl) two minutes during
the mishap. W c arc proud of llii-
record.
Robert .1. Rich. General Manage)
II I IK . Duluth, Mmn.
SPONSOR
1\ \ii\i\imi; l'>.~>(i
TvB's memory machine
I was fascinated by the account of
TvBV plans to buy the IBM 305,
lv\\l\('. llic mechanical "memory
hank.'' a> presented in \our 1 ~> Octoher
l().")(i "Newsmaker of the week." fea-
turing: ()li\er Treyz. Would be inter-
BBu*
\ futuristic sketch of the ll'.M 305. RAM \C
ested to find out how agenc) people
would use the "brain" if they had the
opportunity.
Alexander J. Randall, Assl.
Timebuyer, N. W. Ayer, \ . ) .
• SPONSOR uiiniliTiil. I and asked some
media men this wry question. You'll fun! th«'ir
Ulswen in this issue'- "Sponsor Asks." pape SO.
How wrong are you about radio tune in?
I would like to take this opportunity
to compliment you on \our excellent
publication. I sincerely enjoy reading
it from cover to cover and many of
your articles have been useful to our
programing and sales departments.
I particularly appreciate the amount
of space you devote to the radio in-
dustry. I. of course, feel that it de-
serves all the recognition it gets and
even more so.
I would like to ask if you have ap-
proximateh 10 or 12 tear sheets, or
reprints of your article: "How Wrong
Are You About Radio Tune-In?",
contained on pages 26 and 27 of your
3 Novemher issue. If so I would like
to have them to distribute them to my
sales crew and programing depart-
ment.
Norman Lofthus. General Manager
KCMJ, Palm Springs. Calif.
• Reprints are available at 15c a copj , For in-
formation on quantity order- contact SPONSOR
Services, 10 E. *9th. N. v.. Mil 8-2772.
AN i*>e»tiol BUY
IN WASHINGTON
The MIDDLE of Washington State, a
growing economy based on diversified
agriculture* and metal industries."1"
* The Apple Capital of the World, plus
1,000,000 new acres of irrigated
farm lands.
t Alcoa, Keokuk Electro, and other metal
industries have selected Wenatchee
plant sites due to low-cost hydropower
from the Columbia River dam system.
More are coming!
The AA STATION
That's AUDIENCE APPEAL:
We program to our audi-
ence, with SELECTED top
network programs plus lo-
cal color . . . music, news,
farm shows, sports — the
things people call about,
write in for, and partici-
pate in.
560 KILOCYCL
SPONSOR
24 NOVKMBKR 1956
KPQ's 5000 W, 560 KC combination gets
way out there, covering Central Washing-
ton, parts of Oregon, Idaho, and Canada.
We know because of our regular mail
from those areas. Then too, we have no
TV station here, we're separated from
Seattle by the high Cascade mountains,
and we're many miles from Spokane.
YOU CAN'T COVER WASHINGTON
WITHOUT GETTING IN THE MIDDLE, AND
THAT'S KPQ - - Wenatchee, Wash.
National Reps: Portland and Seattle Reps:
FOR)OE AND CO., INC. ART MOORE & ASSOCIATES
One of the Big 6 Forjoe Represented Stations of Washington State
21
Coming to Miami?
(via plane, train, and /or time-buy?)
don't miss the new WQAAA
♦ ♦ ♦ newest o/ the Storz Stations
The stale's oldest station, serving
all of Southern Florida with 5,000 watts
mi 560 kcs.
For a guided tour, talk to the
man from Blair or \\\)AM General Manager,
Jack Sandler.
■i : ■• • .- ■ '[») ; fo
oda s Radio for Today's Selling
WDC^ WHB WQAM
Kansas City Miami
Rcnrcscntcd by John Blair & Co.
President:
TODD STORZ
KOWH WTIX
Orr.aha New Orleans
Represented by Adam Young Inc.
SPONSOR • 24 NOVKMBER 1956
SPONSOR
24 NOVEMBER 1956
YESTERDAY'S
UGLY DUCKLING
Spot radio is headed for a record year. At least a 20%
business increase results from influx of new clients,
boost in budgets of old radio users, longer-term saturations
by Evelyn
^^pot radio will wind up this year 20% ahead
of 1955," predicts Larry Webb, managing director
of Station Representatives Association.
And his estimate looks conservative. It's based
on spot radio's average increase for the first nine
months of 195C over 1955 which he projected to a
total of $137,800,000 for the year. But if the
upsurge in fall business continues at its current
rate, the figure could go considerabK higher,
sponsor believes.
There are strong indications, too, that the radio
boom will continue and gather momentum during
1957. Major radio rep sales managers and top
agency media directors estimate that next year's
spot radio billings may be 20 to 25% above
1956's record high. Their estimate is based on
increased agency recommendations to clients for
Conrad
using spot radio in spring and the number of re-
quests for winter and spring availabilities that are
already being made.
What are the reasons behind this upsurge in
spot radio?
A number of trends that SPONSOR highlighted
at the time spot radio's major upsurge started in
fall 1955 — such as use of blitz saturations — have
snowballed in the past year (see "Spot radio fights
back," sponsor 3 October 1955).
Extensive interviews with top agency media di-
rectors, time Inning supervisors and radio sales
managers of major reps reveal new trends and
buying patterns which contributed to the spot
radio boom.
Briefly, these are the factors to which the\ at-
tribute the stepped-up spot radio activit\ :
SPONSOR
24 NOVEMBER 1956
23
. m
c Radio is no longer the "booster."
Creative mediamen today assign prime ad objectives
to radio, use multi-market saturations
. ituration buying continues. I re
quency-impacl and low-cost circulation
by-words among client- who re
using spot rad'm. \n.l advertisers
who'd been heavil) in the medium a
year ago fall, arc using a higher fre-
quenc) of announcements in each
market. For instance, some clients who
averaged L 5 announcements weekl) are
now using 25 to .'!() a week.
• Short flurries of saturations, pio-
neered two years ago by Nescafe, are
being lengthened from two-to- loin
ks t" six- and 10-week duration.
Today's radio client likes to maintain
steadier and longer efforts id greal
frequenc) during the broadcast week.
• There are more 26-week and 52-
week campaigns. The pattern that's
emerging : the stead) year-round bu)
of Kl or more announcements weekl)
upon which clients build for periodic
saturation flurries. This pattern is
based parti) on a concept radio loaned
to l\ Ion- ago and w liicli it i- now in-
heriting in turn: the carving out of
franchises anion- scarce, most-sought
radio lime.
• New clients are i oming into the
medium. I I- ami drugs have been
particularl) heav j and -leads spot ra-
dio advertisers. Bui beverages and
cigarettes have staged the heaviesl
comeback.
• VgenC) media men sa) clients
have been pie-old on the effecth eness
of spot radio through the educational
effort made b) stations and reps. They
praise creative presentations and cite
the importance of specific radio suc-
i ess stories in making the 1956 climate
favorable for spot radio. Because of
these efforts, the) say, spot radio is
a part of the original and basic media
recommendations made for man)'
brands that would not have listened to
a radio stor) two years ago.
• The tight competition in spot t\ is
bringing some categories of advertis-
ers into spot radio in force, say ad-
men. It's increasingly difficult for
cigarettes or beverages to get tv clear-
ances which don t put them up against
a competitive network show or an-
nouncement. Hence new brands, such
a- Hit Parade cigarettes (BBDO),
went into -pot radio, found it paid off
and helped attract other advertisers in
the same categor) .
• The spillover into daytime and
evening radio h\ saturation advertis-
ei - ha- -how n client- ihal the medium
can deliver ample sales punch in peri-
ods other than early-morning. Aroused
interest among the top agencies has in-
spired maii_\ new research projects
which, according to several media di-
rectors, will form the basis of recom-
mendations for Inning a greater
spread throughout the day and eve-
ning.
• Spot radio has become a vital
pari of an) test market operation.
Clients have lound it effective in ac-
HOW THINGS HAVE CHANGED IN SPOT RADIO
Last Year
I m i|iirm < : Satural ion lei hniqw 1
t,w n. » iili some clients
Kid and more announcements
- i ives
I In i i • k- in Mild "ill
al
rcrl Nesi i^f-
ii
nil mi
I
This Year
Frequency: High-frequency saturations
are virtual!) the rule tlii- year. Top
clients <>l 1955 lum- doubled frequency,
with Nescafe using up n> 250 weekl)
Flurries: This year's short-term cam-
i ti nds in be ID. not toui weeks
< lii ni - ore can ing out fran
chises witl ek basic campaigns
Spread: Witl re frequencies, there's
rough-the-day" buying. Some
evening radio
use next spring
coniplishing a wide range of market-
ing objectives including new product
introduction; special price promo-
tions; raising sales curves in specific-
markets : increasing circulation for a
thinly stretched budget: supplementing
network tv coverage; testing cop)
themes locallv .
There s an ohv ious enthusiasm about
the medium within both client and
agenc) offices which show- up effec-
tively in buving and in radio copy.
Said one rep salesman: "I got pret-
t) discouraged a couple of years ago
carting around fancv presentations.
1 he buyers Avould get sort of a sicklv
smile on their face when you men-
tioned radio and thev "d drum on the
desk while you talked. For a while, I
though we were just wearing out shoe
leather uselessly . But in the last cou-
ple of months, the atmosphere's
changed completely. Often a buyer will
ARTICLE IN BRIEF
Spot radio business has already risen
21% in 1956 over last year, and reps
anticipate another 25°o increase in
1957. Business boom stems from new
clients coming into the medium,
heavier spending on the part of all.
Interest extends to nighttime radio too
come up with a reference to one of our
success stories as an example of his
client's intentions. The job has realh
paid off."
"The reps generally creative and
more efficient salesmanship of the me-
dium as a whole in the past v ear or
two is having an effect," savs Harold
Dobberteen, v. p. and media director of
Bryan Houston. "It has helped pre-
dispose clients toward spot radio and
has made it possible lor the agenc)
mediamen to concentrate on develop-
ing new -pot radio approaches, rather
than having to convince client- about
the medium firs! ol all.
I he i n-aiiv iiv Dobberteen refers to
can he -ecu in manv area- of media
planning, from media combinations
uoi ked out between tv and radio to a
careful meshing in station choice. And
the interest in the medium i- v irtuall)
universal among agencies, (hie of the
top live iv agencies, lor instance, had
become known among the radio rep9
a- a v irtual "black hole on Madison
Vvenue," since it was earliest among
those l" i ul dow n its radio appropria-
i Please im n /<> page "<"> I
LARRY WEBB. SR \ managing director, poi|
'56 spending estimate; estimate i- con
SPOT RADIO UP AT LEAST 20% THIS YEAR
1955 spot radio total
$ 1 14,066,000
1956 spot radio estimate
$137,800,000 - .
■—A
J
Spot radio billings 1955 vs. 1956
Month
1955
1956
%
increase
January
$8,556,000
$10,192,000
19.1
February
$8,890,000
$11,031,000
24.1
March
$10,190,000
$11,699,000
14.9
April
$9,311,000
$9,704,000
4.2
May
$9,124,000
$11,632,000
27.5
June
$8,753,000
$11,389,000
30.0
July
$8,029,000
$10,196,000
27.0
August
$8,249,000
$10,601,000
28.5
September
$9,478,000
$10,893,000
14.9
Source: Station Representatives Association
Herkimer the bottle blower was "too pooped to participate" .
TV'S 3RD DIMENSION: HUMOR
I ptown lemon drink was weakest among 15 Faygo brands. It's
number one now following campaign built around liglit-toneh commercials
l
f you're "too pooped to partici-
pate" you've been i<> Detroit!
\iid \ mi ve heard the soft-selling
radio and i\ copj theme "I the Fa} go
Beverage Co. which plugs it- I ptown
lemon-lime drink. More than this,
you've caught the essence of what the
W . I!. Doner agenc) there terms an
added dimension of broadcasl adver-
tising word-of-mouth pickup from
i ommercials.
I Ins i- the Iii-i ami biggest re-
quiremenl for all Faygo and I ptown
radio and television copy. Ever) an-
nouncement, whethei it's integrated
into .1 telev ision show 01 aired as an
n shows, i- w ritten
i - ati li\ theme which v> ill be
ip and repeated b\ audieni
\ml. boll id ' lienl believe,
th( surrounding
i there'll be foi
I'm Inn
pooped to participate." "I'm too weak
to w'estle," '"Which way did he go?
He went for F A Y - GO," "Live it up,
up, up with Uptown," or — for Faygo's
root beer "Make mine root beer. I 'in
ill i\ big."
I lie in. in who calls this extra word-
of-mouth impact "third dimensional"
is Julian Grace, a partner in the Doner
agenc) and account executive on
I aygo.
lies worked on the Fa\<:o account
since I'M I. when its ad budget was
--'- I a year. Today, Faygo is Michi-
gan - largest independent bottler, and
ii spends I11' - "I its gross income on
advertising. Tin I\ major media it
uses .in radio and television, with
saturation announi emenl schedules in
radio and programs in t <l- \ ision. All
I a) go 31 hedules are local, Eoi ii dis-
tributes onl\ w itliin a LOO-mile radius
id Detroit.
"\\ e want to entertain people w itli
our commercials," Grace says. "This
is particularly true for a soft drink,
where you need a soft sell because a
beverage is a good-times product, a
gay type of product. If the advertising
is eute and clever, people will think it's
a good product."
Grace has proof for his theory.
Faygo introduced its I ptown soft
drink lour years ago without advertis-
ing. "It was a nonenlih in the line,"
says Grace, with the lowest sales of
anv of the 15 Faygo beverages. Hut
two years ago 1 ptown went into local
radio and television with the story of
Herkimer, the Bottle Blower, rlerk,
(ailed a jerk l>\ his foreman, blew
evei -mailer hollies because he was
"too pooped to participate." Vfter
drinking 1 ptown, ol course, he blew
the biggest and best bottles ever.
\nd alter Herkimer, sales were the
biggest and best ever. Today. I ptown
outsells all other l.~> Favjzo hcvcrajirs.
SI'ONSOH • 21 MIYKMBKR 1950
All's well with Herk — and I ptown's sales curve
Bottles were too small till he drank Uptown
Results were "overwhelming," notes
Julian Grace. "The slogan swept the
town like mad and moved a lot of
merchandise."
Sales for Uptown, and for all of
Faygo's beverages, have been going up
steadily. Last year was the biggest in
company history, "even though it was
bad for a lot of bottlers," Grace said.
One of the most unexpected bene-
fits: Uptown is well on the way toward
national distribution, which Faygo has
never sought for any of its line. How
did it happen? The radio and tv com-
mercials made a strong impression on
independent bottlers visiting Detroit.
The agency also credits the basic qual-
ity of the beverage, which has multiple
uses as a straight drink or as a mixer.
Herkimer the Bottle Blower's popu-
larity has led to similar themes in new
radio and tv commercials: "too pooped
to plumb," for a plumber; "too pooped
to pucker," for Casanova; "too pooped
to punt," for a football hero.
The same copy themes are used in
transcribed radio announcements and
in animated film commercials, and
"we've found the broadcast media give
us the best response on this type of
copy," says the account executive.
"We're basically a creative agency,
with more than half of our total bill-
ings in radio and television, some $10-
million last year. We seek to get
showmanship into advertising, and
this, combined with another dimen-
sion, radio and tv, gives us extra iden-
tification. We've found the copy pick-
up universal among both youngsters
and oldsters. Kids recognize the prod-
uct in the stores, even if they can't
read, and we find them a very potent
force."
To insure impact the client likes to
repeat the selling line three times in a
commercial. The usual pattern is to sat-
urate the city with a new7 announce-
ment, usually running it for 13 weeks
and never more than 26, depending
upon reports from the field as to the
audience reaction to the commercial.
ARTICLE IN BRIEF
W. B. Doner agency seeks word-of-
mouth pickup from its radio and tv
commercials for lemon-lime drink
made by Faygo Beverage Co. Catchy
phrases for drink have helped make
it best-selling Faygo beverage after
only two years of air advertising.
Doner and Faygo have a major safe-
guard against negative audience reac-
tion.
They get the best that money can
buy in terms of creative help, direc-
tion, art work, production and music
arrangement.
Says Grace: "We realize that our
commercials, even though they're pro-
duced by a local agency for a local
client, must be as good or better than
commercials for national competitors.
That's why we spend a very, very high
proportion of our budget in produc-
tion costs. We've long since found out
the commercial is the thing."
Uptown commercials have a pre-
dominant role in the over-all radio and
tv schedule for Faygo. The usual buy-
ing pattern: in television, full or co-
sponsorship for four half-hour syndi-
cated film shows weekly, slotted at dif-
ferent times of the broadcast day to at-
tract different types of consumers: in
radio, saturation schedules with an
average of 10 one-minute announce-
ments daily, five to seven <la\s week-
ly, on each of three Detroit stations,
during what the agency calls "house-
wife or driving time" from 7 a.m. to
7 j). m. ^
SPONSOR
24 NOVEMBER 1956
27
000 18.6
THE NUMBE
I he remarkable thing a! oul radio
and television promotion toda) is thai
the use of figures intended to mislead
is relatively rare. When \<>u consider
liou complicated the arithmetic of the
air media can get, it's a wonder more
stations aren't tempted to wea-el the
facts around to their own advantage.
ActualK the weaseling that is done
toda) springs as much from misunder-
standing <>f the figures on the pari of
those promoting with them as it does
from outright intent to mislead. With
some exceptions, that is. There are
some, of course, who promote with
hlarne\ aforethought and alwa\s will.
Those who play the tv and radio
numbers game with loaded dice and
marked cards are in general fooling
only themselves. The veteran time-
buyer will usually spot a phony figure.
Hut under the pressure of Inning close
to a deadline anyone can fail to read
the fine print.
The examples of figure rigging cor-
ralled here, therefore, are intended as a
refresher course for both veteran buy-
ers and those whose experience with
the numbers game is of short duration.
One of the most common offenses
encountered, and one for which virtu-
ally every timebuyer is constantly on
the alert is the use of rigged share-of-
audience figures.
Stations putting oul promotion in
this fashion have created big problems,
not only for the harassed Inner hut
also for those whose business it i> to
conduct the >ur\e\s.
Take a two-station market (for sim-
plicity i with Station \ and Station B.
A survey is made and a condensed
share-of-audience index i> compiled h\
the manager of Station B, as follows:
Monday-E
ridaj
Sis
lion
A
Station B
, a.m.
12
noo
u
(,11
10
12 noon
6
p.m.
60
40
(> p.m.
ID
pm.
o(t
50
Saturday
o a.m.
12
noo
n
25
75
Sunda)
12 noun
()
p.m.
20
!!()
These
lu-
the
figu
res.
On
the -iii-
[ace they
sh
IW .
and
rig
htly
so, thai
SPONSOR
•
24
\u\ 1 \1III.U I ').">(>
/\ IY| t '<^ stations \r\ l<> get awa) with trumped-up audience figures. Hut here
are some tricks timebuyers should guard against, particularly when buying fast
Station V would be the better buy, all
other factors heinu equal. But. here's
where our friend, the manager of Sta-
tion B, goes to work. In order to get a
figure which makes him look good, he
adds all the figures, divides by five to
net the average and his next promotion
proclaims: Station B has 57% of the
audience!
\ou anj straight-thinking timebuy-
er should tell at a glance that the above
table shows Station A to be the better
buy, Iwcause of its strong advantage,
Mondaj through Friday. But unless
the actual figures are seen and ana-
lyzed, who's going to know better?
Station B's claim to 57% of the au-
dience is perfectly true as far as it goes
— and you can be sure that the mana-
ger will see that it goes no farther,
lies happy with this '"average"' figure
and he hopes that some deluded time-
buyer will make the error of buying
without access to all the facts.
One now famous case concerns two
stations in the same regional mar-
ket. These stations are similar as to
coverage and audience. Both ran ads
claiming to be first in the market! And,
both were perfectly right. You had
to read the small print to determine
that only the 8 a.m. to 12 noon time
applied in one case, whereas the other
station led the field over all independ-
ent stations.
Here again, a timebuyer with too
much time to buy and not enough time
on his hands would look at those two
ads — both claiming the same position
in screaming headlines — and probably
buy the third station in the market!
Another case is that of Joe the disk
jockey. Let's assume Joe has a three-
hour program each morning on a
station and ratings are taken. During
Joe's first quarter hour, his rating is
..'). This is because the other station
in the market hasn't signed on vet.
The other station comes on and the
rest of Joe's allotted quarter hours
drop his average to 3.2. The station
manager doesn't approve of promoting
such a low7 rating I and who can blame
him'.''), so he proclaims: The Joe
Doakes Show received a rating of 7.9!
Actually, he's right. Little Joe has
racked up a nice 7.9 for the first quar-
ter-hour, and therefore does have a rat-
ing of 7.9 in the market. But. only for
15 minutes. Yet the manager of Little
Joe's station sees no reason to tag anv
explanatory footnote to his claim. And
still another timebuyer could make a
wrong bin b\ not having all the facts.
Another way in which figures can be
made to lie convincingly concerns a
daytime station beamed primarily to
the Negro audience.
Another station, wishing to invade
the Negro market, schedules all of its
Negro programing at night, after the
other station is off the air. Then it has
a survey made, at night, of the Negro
audience only. What are the results?
The survey shows that the station is
ARTICLE IN BRIEF
Only minority of stations try to pull
a fast one in promotion. But even
veteran buyers can be sucked in when
there's little time to read the fine
print. Watch out for average share of
audience figures and claims of rating
superiority which don't give details
far and away the number one Negro
station in the market. That is. at that
time, and with that audience — but no-
body bothers to mention that fact.
Another common complaint among
timebuyers is the mailing pieces re-
ceived from stations which state.
"First, according to the latest survey,"
and then fail to sav when, or by whom,
the survey was taken. These claim-, of
course, are largely ignored for obvious
reasons — the primary one being that
the "latest" survey may be years old.
One of the most highly respected
"elder statesmen" of the time-bin inn
field — a man noted for his integrit)
and careful attention to ferreting oul
discrepancies in stations claims — has
two pet peeves. The first he attributes
to ignorance on the part of station
managers or promotion men: the sec-
ond, to carelessness.
"In figuring cost-per- 1.000." In-
stated, "you'd be surprised at how
main stations take the total figure of
all the radio homes in their coverage
area and project this into their spot
announcement rate, with no regard for
share-of-audience, sets-in-use, ratings,
or anything else which might affect the
figure. They assume that all of the
homes are listening to their station all
of the time— l(K)', !"
""And thev come up with a figure of,
say, one cent per 1,000. The time-
Inner -its at his desk with the figures
of two stations in the same market.
One station shows $1.20 per 1.000.
the other one cent. The figures are ex-
treme, hut you get the idea. The time-
Inn ri know- immediately that some-
thing's w rong."
This particular timebuyer's other
pet peeve is the mail and coverage map
on which such figures as population,
per capita income and sales appear.
"i nless you give the source of these
fig u res. with the date these figures
were taken, and unless you have some-
thing to substantiate the mail count.
don't even bother to send it to the av-
erage timebuyer," he said.
He referred to a coverage map from
a station, showing not only "Popula-
tion." but "Potential Population."
"We kicked this around for awhile,"
said the buyer, "bul came to no con-
clusion as to the source of am 'Poten-
tial Population" — unless, of course, this
particular station manager had an ad-
vance tip on an increase in the activitx
of the birth-rate thereabout-!
The firms which compile these
ratings honestly think it is their dut\
to help stations interpret and use sur-
veys correctly. They are willing to
cheek break-downs, percentages and
other figures — if the stations will avail
themselves of this service. Moreover
almost all of the -tat ion representative
firms now have research men uho-e
job is to aid the station in correlating
audience and coverage figures, popula-
tion, retail -ale- in the market and
other data into an intelligent, cohesive
and true statistical picture. ^
SPONSOR
24 NOVEMBER 1956
29
Smoke veils new Dodge as commercial opens.
li look over m\ tons of carbon dioxide ai
a ion to create l)ante"s inferno effecl
Giani fans blew smoke away, revealing car. Setting was pool of Beverl) Hill on
Hotel. Hollywood. Mart) Kalina of VBC T\ and his staff worked in pool wear
ing aqua lungs for 12 hours while preparing commercial which was done li
COLOSSAL CO
ERCIALS
Cecil II. DeMille touch is being used increasingly. New car
unveiling sequence above, for example, cost $20,000 to do live
I he pictures on these pages might
be Btraighl oul of a Cecil B. DeMille
movie. Vctuall) the) are pari <>f a
television commercial lifted from the
conventional pattei n b) the 1 1 • >l I \ wood
touch. These are the extravaganzas of
adland desij ! to shock, entertain
.mil sell in two minutes oi less.
In the early f\ days the I t»»ll\ w I
tou< li was used frequently . Vdmen
'it to take full advantage of t hoi r
ill oppoi tunities. I he screens
"I ll nwever, were small so
n ill. it effects uric
■ ndulum ^\\ ung to
'mil film i
I nliMii.il com-
demonstra-
■ id has
more
elaborate now than it was ever before.
How do producers and agencies turn
oul colossal commercials? At what cost
in time and monej ? How do they
justify the expense?
Grant Advertising's John Gaunt
wanted a Dante's Inferno effect foi the
dramatic launching of L957 Dodge and
PI) mouth cars. He didn't have to go
tn hell and back foi it. He went to
Bob Robb, \l!( '. I \ rtetwoj k com-
mercial director, and Mart) Kalina.
head of special effects at \l'.< I A ( !en-
ii'i in IliilK wood. \\ hat the) worked
oul f"i the 29 Octobei Lawrence " elk
Shan was the new Dodge, posed on a
platform in the middle "I the Be\ erl)
Hilton Hotel swimming | I. com-
pletel) enveloped in a fountain "I car-
bon dioxide "smoke" 2"> feel high.
The unveiling was the sudden dispersal
uf the smoke. The cost of just this
pool sequence (the commercial had
other dramatic sequences in other hotel
settings) is estimated at between $18
and $20,000.
kalina and his men worked in aqua
lungs for more than 12 hours in the
pool to rig up line~ of pipe through
which liquid carbon dioxide was
forced underwater. During the test
tuns and the telecast, between six and
~e\ en tons nl the carbon dioxide were
consumed al a cost "1 vl L5 a ton. In
addition to ihi-. some Tiki pounds of
dr\ ice was used in containers around
the platform w here the cast ol dancers
performed.
Such effects have been used in dif-
ferenl wavs 1 • \ other car advertisers.
SPONSDH
21 NOVEMBER 1956
()\rr 50 extras in evening dress were shown with new Docile and Plymouth models. John Gaunt of
Grant Advertising, Detroit, used spectacular approach to dramatize new car. But other admen
are using Hollywood touch for more prosaic occasions. Color television will add to the trend
Lincoln Mercury created billows of
clouds for its recent mammoth com-
mercial on the Ed Sullivan Show I CBS
I \ l to introduce the new Mercury.
Soaps are not as easily dramatized
as cars or bowling equipment, but
P&G. Dancer-Fitzuerald-Sample and
Elliot, 1 nger \ Elliot studios gave
Oxydol a fashion show this summer in
a two-minute commercial that cost in
the neighborhood of $10,000. The idea
came from a spring fashion report
that the summer I rend in women's
clolhcs would be to white. "And what
makes clothes white?" asked the copy-
writers. The Oxydol spectacular was
built around the white fashion theme.
Four models were cast, and white
dresses procured from leading de-
signers. The set was divided into
two sections: one was the fashion stage
complete with ramps; the other was
the demonstration area. It was built
in a day. Shooting took another day.
But the pre-planning, casting, and
processing took weeks.
A minute commercial was done for
Helena Hubenstein shampoos bv MPO
Tv Films through Ogilw. Benson X
Mather last year which called for five
giant shampoo bottles I moulded from
lucite and four weeks in construction I :
a fountain: a soap bubble machine.
Five models and dancers were em-
ployed. The approximate cost — exclu-
sive of talent— was $15,000.
These are only a few examples of
today's trend toward the spectacular
l\ commercial. How do the\ j u-~t i f\
th
e expense :
Th
ere is a growing
awareness in advertising of the amount
ol nionev spent on show production In
attract an audience and its relation to
the commercial message that must do
the selling. So, they reason, win nol
spend more on commercials? Espe-
cially since the commercials are the
onl) reason for the show being bought
in the first place.
I his docs not implj thai all com-
mercials arc going colossal. The con-
ventional, demonstration commercial
will continue because il is proving
effective. But for that occasional extra
"splash" that advertisers waul to give
to introducing a new product, or
simpl) for contrast to their regular
advertising pattern, the colossal com-
mercial is last on the wa\ to becoming
a trend. ^
srovsou
24 NOVKMBKR 10.")0
31
mminsou
2\ \o\ I MISKK 1056
Tv programing and costs
COM PARAGRAPH
I his is the first of sponsor's new C< mi paragraph sections. It is designed
to give readers a monthK updating on television programing and costs. It
replaces the Comparagraph feature in foldout form which appeared in
sponsor for many years. The objective of m'onsor's editors has been to
provide a maximum of information in the most convenient and readable
form. Suggestions from readers as to format and contents will he welcomed
and used as a basis for future additions and revisions. Your comments are
the best basis on which sponsor can fulfill its mission to provide "use"
material in easy-to-get-at form. The next Comparagraph will appear in
the 22 December issue of sponsor.
ISetwork program profile provides
average show costs see below
2 Cost-per-1, 000 for top 10 night
and daytime programs . . page 34
3 Comparagraph gives day-by-i/m
chart of all net shows ... page 36
4 Alphabetical list of net shoivs
includes costs, sponsors . page 40
5 Spot tv basics this issue covers
seasonal spending trends page 46
1 NETWORK PROGRAM PROFILE
AVERAGE COST OF PROGRAMING BY TYPES
Cost Number
Cost Number
Cost Number
Cost Number
Hour drama
$59,000 12
Half-hour drama
$34,344 16
Situation comed\
$36,500 15
Hour comed) -\ ariet\
$61,333 9
Half-hour comedy-var.
$46,286 7
Adventure
$34,000 19
Quiz
$27,625 16
Daytime serials
$8,911* 9
•Per week of five shows; other programs are once-weekly.
NUMBER OF SPONSORED HOURS: LIVE AND FILM
Daytime
Nighttime
Network
Sponsored
hours
% live
% film
Network
Sponsored
hours
% live
% film
ABC
11
4.5
95.5
ABC
20
52.5
47.5
CBS
45.25
91.2
8.8
CBS
27.5
50.9
49.1
NBC
24.15
92.7
7.3
NBC
26.83
72.0
28.0
•For week of 25 November-] JM-ifmber.
SPONSOR • 24 NOVEMBER 1956
33
2. COST-PER- 1,000 FOR TOP NIH
ier-1,000 charts below provide an efficiency comparison for the top 10 night-
iiid the top 10 weekdaj programs during the two weeks ending 22 September
Ratings used are A. C. Nielsen (average audience basis). Time costs are
from SRDS with standard discounts as computed by Nielsen. Talent costs are
SPONSOR estimates. September period was chosen although October figures were
available because October was atypical due to the number of special events includ-
ing the World Series and political telecasts. Top 10 ratings for October are at right.
Cost-per-1,000 homes per commercial minute for top IO nighttime programs
S3. 00
$2.75
$2.50
$2.25
$2 00
$1.75
$1.50
$1.25
$1.00
$2.95
$2.46
$203
SI. 86
SI 70
Ed 164,000
xnlli\an Question
39.1 rating 38.5 rating
['ve Gol
;i Sr, 1,1
32.1 rating
( runsmoke
31 .7 rating
\\ hat's M\
Line?
29.1 rating
Robert
Montgomery
28.3 rating
7
8
I Disneyland
Ford
Theatre
28.2
ra
ting
28.0 ra
ting
G.E.
Theatre
27.7 rating
10
$64,000
Challenge
27.7 rating
Cost-per-1,000 homes per commercial minute for top IO week day programs
$2 75
$1.50
$1
SI
25
00
SI SI
SI 56
'•
SI.52
$1.60
$1.70
-• h for
I ighi Tomorrow
10.5 rating 10.4 rating 9.7 rating 9.5 rating
( luei n
I :i 1 1
8.9 rating
$1.94
I oveoi
Life
8.0 rating
$1.93
7
Secrel
Stoi in
7.9 rating
$2.24
8
i lueen for a
Daj (4:15)
7.9 rating
$2.11
$2.20
Mickej Mouse
Club (5:15)
7.7 rating
10
House Partj
(2:45)
7.6 rating
!
mi pi i in.,] minute, eoc l< it itop i
PROGRAMS
TOP TEN: NIELSEN*
Number of tv homes reached (000)
1. I Love Lucy 16,814
2. World Series (Sun) . 16,588
3. $64,000 Question 1 3,346
4. December Bride 12,667
5. Ed Sullivan 12,554
6. G. E. Theatre 12,366
7. Gunsmoke 11,574
8. Lineup 1 1,122
9. Jane Wyman 10,858
0. Phil Silvers 10,858
Percent of tv homes reached
1. I Love Lucy 45.8
2. World Series (Sun) - 44.7
3. 164,000 Question 36.1
4. December Bride . 35.3
5. G. E. Theatre 34.5
6. Ed Sullivan .. 34.3
7. Lineup 32.6
8. Gunsmoke 32.2
9. Jane Wyman .. 30.2
0. Phil Silvers 30.2
Avenge audience basis, two weeks ending 21 Oct. 1950.
rOP TWENTY: PULSE
I.
2.
3.
4.
5.
6.
7.
8.
9.
0.
I.
i
Ed Sullivan
I Love Lucy
$64,000 Question .
Jackie Gleason
Hitchcock Presents
Groucho Marx
Climax .___
G. E. Theatre
Jane Wyman
W I Kit's My Line ..
George Gobel
Phil Silvers ..
December Bride
Playhouse 90
5. Dragnet
5. $64,000 Challenge .
7. Your Hit Parade ..
8. Disneyland
1 8. Lawrence Welk
0. Godfrey's Talent Scouts
0. Life of Riley .
40.4
38.7
32.8
30.5
30.1
29.5
29.3
28.9
27.9
25.9
25.8
25.6
25.4
25.1
24.8
24.8
24.7
24.4
24.4
24.2
24.2
legularly scheduled once a week shows, 11 17 October,
or Pulse ratings
I all sponsored net tv shows,
ee pages 40, 41, 44.
"The service with the most subscribers"
LARGEST SAMPLING OUTSIDE U. S. CENSUS
Right now during November
TV markets surveyed!
Dates: November 7-13 except as otherwise
noted. And from the final interview day,
reports are
delivered not later
than 4 weeks after
For speedy, accurate Pulse data, enjoy this standard delivery, en-
abling you to make decisions or revisions immediately. Mail or phone
us your needs from the following list. Learn first-hand how Pulse can
serve you most advantageously. Advance ratings by phone!
Atlanta
Lubbock 'Nov
14-201
Baltimore
Macon (Nov.
11-17)
Bangor, Me.
Marietta- Par kersburg
Beaumont-Port Arthur (Nov. 11-17)
Memphis
Billings, Montana (Nov. 11-17)
Miami
Birmingham
Milwaukee
Boston
Mmneapolis-St. Paul
Buffalo
Montgomery,
Ma. (Nov. 11-17)
Cedar Rapids
Nashville, Tenn.
Charlotte, N. C (Nov. 8-14)
New Haven-H
artford, Conn.
Chicago
New Orleans
Cincinnati
New York
Cleveland
Norfolk
Columbus, Ohio
Omaha
Danville, III. (Nov. 24-30)
Peoria
Dayton
Philadelphia
Detroit
Phoenix (Nov
15-21)
Duluth-Superior (Nov. 11-17)
Portland. Me.
13 County Area
El Paso (Nov. 26-Dec. 2)
Portland, Ore.
Erie, Pa. (Nov. 11-17)
Providence
Evansville, Ind. (Nov. 11-17)
St. Louis
Florence, S. C. (Nov. 14-20)
San Antonio
Fresno
San Diego
Creen Bay, Wise.
San Francisco
-Oakland
Houston
Savannah, Ca.
Houston-Calveston
Scranton-Wilk
es Barrc
Jackson, Miss. (Nov. 26-Dec. 2)
Seattle
Kansas City, Mo.
Seattle-Tacoma
Knoxville, Tenn. iNov. 25-Dec. 1)
Tacoma
Knoxville, Tenn. 19 County area
Tampa-St. Pe
tcrsburg (Hillsboro
(Nov. 25-Dec. 1)
Pinellas County)
Lake Charles, La. (Nov. 11-17)
Terre Haute,
nd. (Nov. 19-25)
Las Vegas (Nov. 11-17)
Tulsa
Los Angeles
Washington, D. C.
Louisville
Waterloo
This month throughout the U.S., 150,000 homes are
being interviewed for next month's "U.S. Pulse TV"
/ %>tAc«9
/U*ce aj
■^INTERVIEWS
RURAL
RBAN COVERAGE
PULSE, Inc., 15 West 46th St., New York 36
Telephone: Judson 6-3316
l> LOS AMGELES — 6399 WILSniRE BOULEVARD — WEBSTER 1-2411
|l'ONSOR
24 NOVEMBER 1956
35
NIGHTTIME
C O
P A
6:00
6:15
6:30
6:45
7:00
7:15
7:30
7:45
8:00
8:15
8:30
8:45
9:00
9:15
9:30
9:45
10:00
10:15
10:30
10:45
ABC
SUNDAY
CBS NBC
Meet The Press
Telephone Time
You Are There
Roy Rogers
ABC
MONDAY
CBS NBC
D Edwards
Whitehall
ABC
TUESDAY
CBS NBC
D Edwards
Whitehall
You Asked for It
Amateur Hour
Lassie
Pvt. Secy, alt
wks Jack Benny
77th Bengal
Lancers
Circus Boy
Hall of Fame
Hallmark
Kukla. Fran
& Ollie
i likntt-co-op
John Daly News
sust
D Edwards
Whitehall
Bold Journey
;
Robin Hood
Johnson .v- Jhsn
alt Wlldroot
Kukla, Fran
& Ollie
Gordon Bkng-co-op
Nat King Cole
News
Stude -Pa
John Daly News
sust
Cheyenne
Gen Electric
(alt wks
7:30-8:30)
D Edwards
hall
lohn D Nt
Name That Tune
Whitehall alt
Kellogg
lonathan Winters
l/iu- I
alt Vicks
News
\ Rand
Amateur Hour
Ed Sullivan
Press Conference
Ed Sullivan
Steve Allen
Brown
& Willi
! -i.l
Danny Thomas
r alt
Kimborlj I i
Burns & Allen
Carnation alt
Gen Mills
Sir Lancelot
1 1' in.- .ill
Lever Bros
(3 wks in 4)
Conflict
Chescbrough-
Ponds
(alt wks
7:30-8:30)
Phil Silvers
ina alt
i; I Reynolds
Big Surprise
Purez alt
Speidel
Disn
Voice of
Firestone
Talent Scouts
Lipton
alt Tbnl
Stanley
Amer Tob all
Toni (3 wks in 4)
Wyatt Earp
Ceil -
alt I'M',
Brothers
I'.VIl alt
-
Noah's Ark
I.AM alt
Max Factor
Omnibus
C. E. Theatre
Tv Playhouse
1
Alcoa
'.■.ks in 4)
Bishop Sheen
Omnibus
Hitchcock
Theatre
Myers
Chevy Hour
(9-10, 3
Welk Top Tunes
New Talent
Plyi uli
10:30)
I Love Lucy
P&G alt
Gen Foods
Can Do
Revlon
Pi 1 showcase
i 1 wk/4)
ac \ Wliirlpl-Hnck
Broken Arrow
Gen Electric
Herb Shriner
Victor Borge
Shulton (9-10)
12/11 only
Jane Wyman
P&G
3zzie ( m
Dec Bride
I i
Robt Montgomery
s C. Johnson
Schick
(9:30-10:30)
Cavalcade
Theatre
DuPont
Red Skelton
Mill alt
S. C. -I
Circle Theatre
Armstrong
(alt wks
9:30-10:30)
Ford
Omnibus
$64,000
Challenge
)• Willard
Loretta Young
P&G
Hall of Fame
Hallmark
1U.3U 11 /?5)
Welk Top Tunes
Studio One
Westinghouse
(10-11)
Robt Montgomery
What's My Line
,,H II I mil..
Natl. Bowling
Champs
Studio One
It's Polka Time
sust
$64,000
Question
Kevlon
Kaiser Alum Hr
Kaiser Alum
(alt wks
9:30-10:30)
Wo t
Fif
(10
Do You Trust
Your Wife
LAM alt
I
Break the Bank
Lanolin Plus
7:00
7:15
7:30
Cood Morning
(7-8) "
partlc
Today
(7-9)
partlc
Cood Morning
partic
Today
partic
7:45
8:00
Cood Morning
Today
Cood Morning
Today
8:15
8:30
Capt Kangaroo
partlc
Today
Capt Kangaroo
partlc
Today
8:45
Capt Kangaroo
Today
Capt Kangaroo
Today
900
9:15
9:30
9:45
\ G R A P H
24 NOV. -21 DEC
DNESDAY
:bs NBC
THURSDAY
ABC CBS NBC
ABC
FRIDAY
CBS
NBC
SATURDAY
ABC CBS NBC
D Edwards
Whitehall
D Edwards
sust
Meet the
Champions
Bayuk
Kukla, Fran
& Ollie No net service
Gordon Rkng-eo-op
Kukla, Fran
& Ollie
Bkng-co-op
No net service
Eddie Fisher
Coca-Cola alt
Planters
News
Time alt Miles
|ohn Daly News
sust
Lone Ranger
Qen Mills nit
Sum
D Edwards
Whitehall
]ohn Daly News
Miles
D Edwards
sust
Sgt. Preston
lj!i;ikrl O.lls
Dinah Shore
Chevrolet
News
Miles
Rin Tin Tin
Xabisco
My Friend Flicka
Colgate
Eddie Fisher
I .la alt
Planters
News
sust
Famous Filn
Festival
parties
(7:30-9)
Beat the Clock
II Bishop
Bucancers
Sylvanla
No net service
People Arc
Funny
i alt
B i Beynoldi
Hiram Holliday
(Jen Foods
Circus Time
Amer Mct.ils,
Remco, Hartz
Mtn (8-9)
Father Knows
Best
> i ! Paper
Circus Time
Bob Cummings
Colgate alt
R. J. Reynolds
Climax
Chi v-.hr
(8:30-9:30)
3 wks In 4
You Bet Yr Life
DeSoto
|im Bowie
Amer Chicle alt
Chesebrough-
p mi-
Dragnet
L&M alt Schick
Crossroads
Chevrolet
West Point
Gen Foods
Life of Riley
Gull OH
Film Festival
Jackie Cleason
P l/.rlllard
(8-9)
Perry Como
(8-9)
S&H stamps
knnherly-Clark
Zane Crey
(Jen I
Walter Winchell
Ton! alt
P. Lorlllard
Film Festival Jackie Cleason
RCA. Gold Seal
Noxzema
Sunbeam
Kraft Theatre
Kraft (9-10)
Wire Service Shower of Stars
II. .1. Beynoldi (8:30-9:30)
M sust (9-10) il «k In 4)
People's Choice
Borden alt P&G
Treasure Hunt
Mogen David
Crusader
Colgate alt
II I Reynolds
On Trial
Campbell alt
i Bros
(3 wks In 1)
Lawrence We<k
Cale Storm
Dodge
(9-10)
Caesar's Hr
(9-10)
Carter. B ibbltl
(luaker Oats
Knomark
Kraft Theatre
Wire Service
Playhouse 90
Singer alt
Hr i stul Myei -
Ford Show
Tori
The Vise
Sterling Drug
Playhouse of
Stars
Schlltz
Big Story
Vlcks all Am. I
Tob (3 wks In 1
Lawrence Welk
Chevy Show
(9-10 '/«)
Hey Jeannic
P&G
Spectacular
Bl \ 91
Olds I 'J 1" SO
1 «k in 4)
This Is
Your Life
P&G
Ozark Jubilee
Amer Chicle
alt sust
Playhouse 90
(contd)
Ronson alt
sust
Lux Theatre
Lever Bros
(10-11)
Ray Anthony
Plymouth
(10-11)
Line-Up
l'\<: ;llt 111 nun
it Williamson
Cavalcade of
Sports
Gillette
(10-concl)
Masquerade
Party
Emerson Drug
alt I-K-nthertc
Cunsmokc
L&G all
Spcrry Band
Ceo Cobel
Armour alt
Pel Milk
(3 wks In 4)
Twenty-One
Pharmaceuticals
Ozark Jubilee
(contd)
co-op
Playhouse 90
(contd)
Jazz Age
(10-11 12/0)
No Amer Philips
Ray Anthony
Person to Person
Amer Oil it Etamm
alt Time, Inc.
Red Barber
SI I .ii tn Ins
High Finance
Mennen
Hit Parade
\ . -ivi,
IlinltlUt
ttning
)
c
Today
(7-9)
partic
Cood Morning
(7-8)
panic
Today
(7-9)
partic
Cood Morning
(7-8)
partic
Today
(7-9)
irning
Today
Cood Morning
Today
Cood Morning
Today
igaroo
i
c
Today
Capt Kangaroo
(8-9)
partic
Today
Capt Kangaroo
Today
panic
Today
igaroo
Today
Capt Kangaroo
Today
Capt Kangaroo
Today
Capt Kangaroo
(9:30-11)
partic
Ludcns
DAYTIME
C O
P A
10
10
10
10
11
11
11
11
00
15
30
45
00
15
30
45
ABC
SUNDAY
CBS
NBC
.amp Unto My
Feet
Look Up & Live
ABC
MONDAY
CBS NBC
Carry Moore
Campbi
Bristol-Myers
all Lever Bros
Arthur Godfrey
Foods
Ding Dong
School
sust
SI ami Brands
Price Is Right
sust
TUESDAY
ABC CBS NBC
Carry Moore
sust
Foods
Arthur Codfrey
Scott Paper
Ding Dong
School
Price is Right
sust
12N
12:15
12:30
12:45
1:00
1:15
1:30
1:45
2:00
2:15
2:30
2:45
3:00
3:15
3:30
3:45
4:00
4:15
4:30
4:45
5.00
5:15
5:30
5:45
U.N. in Action
sust
Bristol '
Bristol-Myers
Home
partlc
(11-12)
Pillsbury
Home
panic
(11-12)
Camera Three
Strike It Rich
Colgate
Home
Strike It Rich
Colgate
Home
Tic Tac Dough
Sweet! i" .ill
Let's Take Trip
sust
Valiant Lady
Stand Brands
Love of Life
Amer Home Prod
Tic Tac Dough
sust
Valiant Lady
\y, i son Oil
Love of Life
Amer Home Prod
Wild Bill Hickok
Kelli
Search tor
Tomorrow
P&G
Cuiding Light
p&a
It Could Be You
sust
Amei Nome Prod
Search for
Tomorrow
P&G
It Could Be You
BUSt
Guiding Light
P&G
Alberto Culver
Lehn & Fink
NlWS
(1-1:10)
Heckle & Jeckle
('•>. alt
sust
News
(1-1:10)
sust
No net service
No net service
Face the Nation
sust
Stand Up & Be
Counted
Stand Up & Be
Counted
Frontiers of
Faith
sust
As the World
Turns
P&G
No net service
As the World
Turns
sust
No net service
Pro Football No net servjcc
i • 1 by
NBC Opera
(2-4:30) ; 12/16 "nly)
Pro Football
Our Miss Brooks
sust
Art Linklctter
I i .i Bros
No net service
Tenn Ernie
I'm:
Campbell Soup
Swift alt Brown
.\ Williamson
Our Miss Brooks
Best Poods
Art Linklctter
Kellogg
No net service
Tenn Ernie
I'm;
Pillsbury
Stand Brands
Pro Football
Outlook
Afternoon Film
Festival
(3-4:30)
partlc
Big Payoff
Colgate
Matinee
(3-4)
panic
Afternoon Film
Festival
(3-4:30)
part lo
Big Payoff
sust
Matinee
(3 ii
partic
Johns Hopkins
File 7
Pro Football
Zoo Parade
Mul li ii I of
1 I
Bob Crosby
Afternoon Film sust
Festival Brown & Wmson
alt Mentli
Matinee
Afternoon Film
Festival
Bob Crosby
Carnation alt
\\ nn Oil
Best Foods
Matinee
College Press Wide Wide Work
Conference Pro Football in" wks I
Gen Mi.iors
Afternoon Film
Festival
Brighter Day
P&G
Secret Storm
Amer Home Prod
Queen for a Da^
Am." II
Ton I all Brown
A W ilhiiliisi.il
Afternoon Film
Festival
Brighter Day
I'm;
Secret Storm
Vim i 1 1 niie Prod
Queen for a Day
.1 all
| H S, ;i
Lolm A I ■ ' 1 1 1 K
.,ii sunklst
No net service Wash Square
Medical Horizons " News
Qelcni '
No net service
Edge of Night
p&a
Modern Romance
sust
No net service
Edge of Night
I'm;
Modern Romance
Culver alt
S«. ' i I
Out of Darkness
Topper
D'.ln Pike , Now '■'H Wl
sunt
Mama
Boing Bomg Capt Gallant
Mickey Mouse
Club
Mill
Mining
Comedy Time
sust
Mickey Mouse
Club
CO op
Comedy Time
sust
HOW TO USE
SPONSOR'S NEW
COMPARAGRAPH
The network schedule on this and the preceding two pages
mi ludes regular!) scheduled programing on the air between
'I November and 21 December iwitli possible exeeplion of
changes made b) the networks after presstime). Irregularly
si heduled programs to appear during this period are listed
i- will, with air dates. The <>nl\ regularl) scheduled pro-
ns nol listed are a- follows: Tonight, NBC, Ll:30-12:30
l G R A P H
24 NOV. -21 DEC.
NESDAY
NBC
THURSDAY
ABC CBS NBC
ABC
FRIDAY
CBS NBC
SATURDAY
ABC CBS NBC
dfrey
Ding Dong
School
■tilt
Price Is Right
sust
Carry Moore
sust
Ding Dong
School
Miles
Arthur Codfrey pr>cc |s Rjght
Gen Foods sust
Aiiht Home Prod
Carry Moore
Swift
CBS-Hytron
sust
Ding Dong
School
Campbell Soup
Price Is Right
sust
Capt Kangaroo
Ideal Toy
Brown Shoe
Mighty Mouse
1 I »iJs alt
Colgate
Howdy Doody
: inliil
linking all
I Married Joan
sust
>-ers
vers
Home
partic
(11-12)
Kellogg
PiIMhim
Home
partic
(11-12)
Yanlley
Staley alt SOS
Home
partic
(11-12)
Winky Dink
sust
Fury
Gen Foods
Rich
Home
Strike It Rich
Colgate
Home
Strike It Rich
Colgate
Home
Texas Rangers
Gen Mills
alt
Sweets Co
Cowboy Theatre
uj Co
.ady
lis
Life
i Prod
Tic Tac Dough
sust
Valiant Lady
Ton!
Love of Life
Amer Home Prod
Tic Tac Dough
sust
Search for
Tomorrow
P4G
It Could fk- You
Gen Foods alt
sust
Valiant Lady
Gen Mills
Love of Life
v ni.i Borne Prod
Tic Tac Dough
sust
M- iiiholatum
-Search for
Tomorrow It Could Be You
Big Top
National Dairy
(12-1)
-No net service
Be a Famous
Figure
Lingerie
(1-2, 12 B onl]
™ It Could Be You
3W sust
T-j-r — Brown & Wmson
-18"* alt sust
Cuiding Light
P&G
Wi Mi, Brillo
Cuiding Light
P&G
Ne*s
(1-1:10)
sust
Brillo, Pliarmaci)
Big Top
- Football
Preview
Allstate
& Be
;d
No net service
News
(1-1:10)
sust
No net service
Stand Up & Be
Counted
sust
No net service
Stand Up & Be
Counted
sust
Lone Ranger
Gen Mills
alt X<
NCAA Football
/orld
No net service
As the World
Turns
sust
No net service
As the World
Turns
PAG
No net service
No net service
I 9 Rubber
Sunbeam
Zenith
Brooks
— jNo net service
sust
etter
Our Miss Brooks
sust
No net service
Tenn Ernie
P&G
Swift alt
IBrown & Wmson
Art Linkletter
Kellogg
Tenn Ernie
P&G
Miles
Our Miss Brooks
No net service
Art Linkletter
Lever Bros
Tenn Ernie
P&G
Stand Brands
Eye on NY.
(sts 12/8)
sust
Football
Football
Roundup
(2-5 til 12/1)
(2:30-5:30 12/8)
sust
Football
off
Matinee
(3-4)
partic
Afternoon Film
Festival
(3-4:30)
partic
Big Payoff
sust
Matinee
(3-4)
partic
Afternoon Film
Festival
(3-4:30)
partic
Big Payoff
Colgate
Matinee
(3-4)
partic
Football
Roundup
Basketball
i
3 parts suit
(sts 12/15)
sby
r
lis
Matinee
Afternoon Film
Festival
Bob Crosby
Ton I
P&G
Matinee
Afternoon Film
Festival
Bob Crosby
SOS alt Swift
Gen Mills
Matinee
Football
Roundup
Basketball
Football
Day
torm
l'rcl
Queen for a Day
Borden
Mermen
Com Prod
Afternoon Film
Festival
Brighter Day Queen for a Day
p&G Reddl-Wip alt
Secret Storm
Afternoon Film
Festival
Brighter Day
P&G
Aiiht Home Pr-l
Mill's
Secret Storm
\ im Mm, IV ,]
Queen for a Da)
Borden
Dow, Corn Prod
Football
Roundup
Basketball
Football
Might
Modern Romances
Stirling Drug
No net service
Edge of Night li^f
I'm: Modern Romance;
Edge of Night ZM —
No net service P4Q Modern Romance
Sterling Drug
Football
Roundup
Basketball
Football
Eye on N.Y.
(last 12/1)
sust
Football
Roundup
(12/8)
fnnttntt
Comedy Time
sust
Mickey Mouse
Club
co-op
Pillsbury alt
Am-Par
Comedy Time
sust
Mickey Mouse
Club
co-op
Welch all lUSl
Comedy Time
sust
Pharmaco alt
sust
Football
Scoreboard
Do
Bristol-Myers
Bristol-Myers
Gen Mills
Gen Mills
Mr. Wizard
p.m.. Monday-Friday, participating sponsorship; Sunday
News Special, CBS, Sundax. 1.1-11:15 p.m.. sponsored by
Pharmaceuticals Inc.
All times are Eastern Standard. Participating sponsors
are not listed because in many cases they fluctuate.
Sponsors, co-sponsors and alternate-week sponsors are
shown along with the names of programs. This is a change
from the previous Comparagraph (printed in yellow and
black) which included costs, name of agenc\. plate ol
origination. This data now appears as part of an alpha-
betical listing of all network t\ pro-rain- starting next page.
The formal of Comparagraph was changed in order to
make it easier to use the wealth of cost and other data pre-
sented. SPONSOR will welcome reactions from reader-.
4. ALPHABETICAL PROGRAM INDEX
Sponsored Nighttime Network Programs 6-11 p.m.
7.8
6.8
1 7.9
14.3
19.2
6.4
13.1
Hank 16.8
23 3
1 3.9
& Ulen 197
r's II 23.1
I),. —
sports 18.8
nne —
atre 21.8
Bo) 12.9
Clin 29.3
* I *« IIS ( OHIO 24.1
( onflicl —
i ...nl- 10.4
l.r 20.2
i iummings Show 18.8
Jnliti Daly News 4.7
25.4
Disneyland 24.4
It.. You Trust Wife 18.3
i.t 24.8
DuPonl Th 7.6
\\\.l!l I ii 1 1
rds News 7.1
Besl 19-3
her 7.7
I Show 14.9
Hre 12 8
G.I rh« itre 28.9
1 Step —
30.5
24.2
•Arlhu ,. 19.4
,bel 25-8
II. 14.4
1 1 .8
30. 1
10 0
18.6
I I 38.7
22 7
23 6
* 4 7
23 0
22 0
19 8
1 2.8
20 8
5 63,000
23,000
17,000
3,000
18,000
65,000
33,000
33,000
8,000
32,000
31,000
31,000
39,000
24,000
33,000
114,000
23,000
35,000
90,000
40,000
34,000
55,000
108,000
90,000
31,000
33,000
36,000
6,000
28,000
75,000
35,000
37,000
37,000
30,000
9,500
38,000
20,000
33,000
36,000
45,000
23,000
102,500
28,000
38,000
45,000
38,000
41,000
32,000
34,000
42,000
28,000
39,000
24,000
58,000
34,000
34,000
32,000
31,000
24,000
43,000
22,000
7,500
32,000
52,000
37,000
NBC
ABC
ABC
NBC
CBS
CBS
NBC
NBC
ABC
ABC
NBC
ABC
CBS
CBS
CBS
NBC
NBC
NBC
ABC
NBC
NBC
CBS
NBC
ABC
ABC
CBS
CBS
ABC
CBS
ABC
CBS
NBC
ABC
ABC
CBS
NBC
NBC
NBC
ABC
CBS
CBS
CBS
CBS
CBS
NBC
CBS
CBS
CBS
CBS
NBC
CBS
CBS
CBS
NBC
NBC
ABC
CBS
NBC
CBS
ABC
NBC
ABC
NBC
CBS
NBC
CBS
TYPE
Var (L)
Var (L)
Music (L)
Sport (L)
Quiz (L)
Comedy (F)
Drama (L&F)
Quiz (L)
Adv (F)
Adv (F)
Quiz (L)
Adv (F)
Sit Com (F)
Adv (F)
Sit Com (F)
Var (L)
Quiz (L)
Sport (L)
Adv (F)
Drama (L)
Adv (F)
Drama (L)
Var (L)
Drama (F)
Drama (F)
Adv (F)
Sit Com (
News (L)
Sit Com
Misc (F]
F]
Quiz (F)
Mys (F)
Drama (F)
Adv (F)
News (L&F)
Sit Com (F)
Music (L)
Var (L)
Drama (F)
Drama (L&F)
Quiz (L)
Var (L)
Var (L)
Var (L)
Comedy (L)
Adv (F)
Sit Com (F)
Quiz (L)
Mys (F)
Adv (F)
Adv (F)
Sit Com (F)
Quiz (L)
Drama (L)
Drama (L)
Juv (L)
Adv (L)
Sit Com (F)
Mys (F)
Adv (F)
Drama (L)
Quiz (L)
Int (L)
Drama (F)
Drama (L)
Adv (F)
TIME. ORIG.
NY
Su 8-9pm, NY
Su7:30-8:30pm,NY
F 10-llpm
F 10:45-1 Ipm, NY
Sa 7-7:30pm, NY
alt Su 7:30-8pm
F 9:30- 10pm, NYt
Tu 8-8:30pm, NY
M 7:30-8pm
F 8-8:30pm
Tu 10:30-1 Ipm
Tu 9-9:30pm
Tu 8:30-9pm
Sa 7:30-8pm
M 8-8:30pm
Sa 9-IOpm, NYt
M 9-9:30, NYt
F lOpm-cond, Var
alt Tu 7:30-8:30pm
alt Tu 9:30-10:30
pm, NY
Su 7:30-8pm
Th8:30-9:30pm,HY
Sa 8-9pm, NY
alt Tu 7:30-8:30pm
F 8:30-9pm
F 9-9:30pm
Th 8-8:30pm
M-F 7:15-7:30 NY
M 9:30-IOpm
W 7:30-8:30 pm
Tu 10:30-1 I pm
Th 8:30-9pm
Tu 9:30-IOpm
Tu 8:30-9pm
M-F 7:15-7:30 &
6:45-7pm, NY
W 8:30-9pm
W&F 7:30-7:45 HY
Th 9:30-IOpm, HY
W 9:30-IOpm
Su 8-9:30, HY&NY
W 7:30-8pm, NY
Sa 8-9pm, NY
M 8:30-9pm, NY
W 8-9pm, NY
Sa IO-IO:30pm,HYt
Sa I0-I0:30pmt
Sa 9:30- 1 Opm t
Sa 10:30-1 Ipm, NYt
Su 9:30-IOpm
W 8-8:30pm
M 7:30-8pm
M 9-9.30pm
W 9:30-IOpm
alt Tu 9:30-IO:3(
pm, NY & HY
W 9-IOpm, NY
M-F 7-7:l5pm, Chi
Su 7-7:30pm
F 8-8:30pm
F I0-I0:30pm
Th 7:30-8pm
Th 10-llpm. HY
5a 1010:30pm, NY
Su 6-6:30pm, NY
W 9-9:30pm
M 9:30-10:30, NY
F 7:30-8
SPONSORS AND AGENCIES
Brown & Williamson, Bates; Jergens, Orr; Polariod (last
12 9), DDB
Pharmaceuticals, Kletter
Plymouth, Grant
State Farm Ins. NLB
Hazel Bishop, Spector
Amer Tobacco, BBDO
Amer Tobacco, SSCB; Vicks, BBDO
Purex, W&G; Speidel, NCK
Ralston Purina, GBB
Amer Chicle, Bates; Chesebrough-Ponds, Mc-E
Lanolin Plus, Seeds
Gen Elect, Y&R
P&G, Burnett; Shaeffer, Seeds
Sylvania, JWT
Carnation, Wasey; Gen Mills, BBDO
Babbitt, DFS; Knomark, Mogul; Quaker Oats, NLB: Wesson
Oil, Fitzgerald; Carter Prod, SSCB
Revlon, La Roche
Gillette, Maxon
Gen Elect, Y&R, BBDO & Grey
Armstrong Cork, BBDO
Reynolds Alum, Clinton E. Frank
Chrysler, Mc-E
Gold Seal, North; Kleenex, FCB; Noxzema, SSCB; RCA,
K&E; S&H Stamps, SSCB; Sunbeam, Perrin-Paus
Chesebrough-Ponds, JWT & Mc-E
Chevrolet, Camp-Ewald
Colgate, Esty R. J. Reynolds, Esty
Colgate, Esty; R. J. Reynolds, Esty
Miles, Wade; 3 segs available
Gen Foods, B&B
Amer. Motors, BFSD & Geyer; Amer Dairy, Camp-Mithun;
Derby, Mc-E
Frigidaire, Kudner; L&M, DFS
L&M, Mc-E; Schick, W&L
DuPont, BBDO
Gen Mills, DFS; P&G, Compton
Whitehall, Bates; 2 segs open
Scott Paper, JWT
Coca Cola, Mc-E; Planters, Goodkind, Joice & Morgan
(ev 4th show alt W&F)
Ford, JWT
Ford, JWT
Gen Elect, BBDO
Gen Mills, BBDO
Bulova, Mc-E; P. Lorillard, L&N
Lipton, Y&R; Toni, North
Bristol-Myers, Y&R; Kellogg, Burnett; Pillsbury, Burnett
Toni, North
Armour, FCB; Pet Milk, Gardener
L&M, Mc-E; Sperry Rand (Iwk in 4), Y&R
P&G, Compton
Mennen, Mc-E; Chemstrand (12 8 only), DDB
Bristol-Myers, Y&R
Gen Foods, Y&R
Johnson & Johnson, Y&R; Wildroot, BBDO
Gen Foods, Y&R; P&G, Grey
R. J. Reynolds, Esty
Kaiser Alum, Y&R
Kraft, JWT
Gordon Bkng, Ayer; & co-op
Campbell Soup, BBDO
Gulf Oil, Y&R
Brown & Wm'son, Bates; P&G, Y&R
Gen Mills, DFS; Swift, Mc-E
Lever Bros, JWT
Emerson Drug, L&N; Lentheric, Grant
Johns Manville, JWT: Pan Am, JWT
Colgate, Bates
S. C. Johnson, NLB; Schick, W&L
Colgate, L&N
■
nol include Mi'-tnininc, Juirt i. ip.-itini.' or co-op programs — see chart. Cost's
(includ. rcialc oi time charges,
. period 12-17 Oct. i tor the weak.
PROGRAM TELEPULSE
COST
NET
TYPE
TIME. OR1G.
SPONSORS AND AGENCIES
Name thai Tune
15.4
23,000
CBS
Quiz (L)
Tu 7:30-8pm, NY
Kellogg, Burnett; Whitehall, Bates
Natl Bow ling 1 liamps
9.5
12,000
NBC
Sport (L)
Su 10:30-1 Ipm, Chi
White 'Owl, Y&R
\;i\\ Log
11.9
32,000
ABC
Drama (F)
W 8:30-9pm
Amer Tobacco, SSCB; U.S. Rubber, F. D. Richards
NBC News
8.7
9,500
NBC
News (L)
M-F 7:45-8pm, NY
& Wash
Miles Wade; Sperry-Rand, Y&R; Studebaker-Packard,
Time-Life, Y&R; 1 seg open
B&B;
•Noah's Vrk
38,000
NBC
Drama ( F )
Tu 8:30-9pm
Max Factor, DDB; L&M, Mc-E
( Imnibus
8.9
80,000
ABC
Misc (L&F)
Su 9-IO:30pm, NY
Aluminum, JWT; Union Carbide & Carbon, J. M. M
'/2 open
Campbell Soup, BBDO; Lever Bros, BBDO
jthes;
On Trial
,
38,000
NBC
Drama (F)
F 9-9:30pn
Ozark Jubilee
6.8
18,000
ABC
Var (L)
Th 10-llpm,
Sprngfld, Mo
Aner Chicle, Bates (alt wks 10-10:30); co-op 10:30-
II
( Izzie <^ Harriet
17.6
36,000
ABC
Sit Com (F)
W 9-9:30pm
Eastman Kodak, JWT
People Arc Funn)
14.1
24,000
NBC
Misc (F)
Sa 7:30-8pm
R. J. Reynolds, Esty; Toni, North
People's Choice
—
34,000
NBC
Sit Com (F)
Th 9-9:30pm
Borden, Y&R; P&G, Y&R
Person to Person
20.6
34,000
CBS
lirt (L)
F 10:30-1 Ipm, NY
Amer Oil, J. Katz; Hamm, Camp-Mithun; Time-Life,
Y&R
Playhouse 90
25.2
117,000
CBS
Drama (L&F)
Th 9:30-1 Ipm. HY
Bristol-Myers, BBDO; Ronson, NCK: Singer, Y&R
Press ( ionferem -
—
8,500
ABC
In* (L)
Su 8:30-9pm, Wash
Corn Prod, C. L. Miller
Private Secretar)
20.2
36,000
CBS
Sit Com (F)
alt Su 7:30-8pm
Amer Tob, BBDO
Rin Tin Tin
13.9
32,000
ABC
Adv (F)
F 7:30-8pm
Nabisco, K&E
Roy Rogers
9.6
32,000
NBC
Adv (F)
Su 6:30-7pm
Gen Foods, B&B
Herb Shriner Show
16.8
45,000
CBS
Var (L)
Tu 9-9:30pm, NY
Pharmaceuticals, Kletter
77th Bengal Lam ei -
—
41,000
NBC
Adv (F)
Su 7-7:30pm
Gen Foods, Y&R
Phil Silvers Show
25.6
42,000
CBS
Sit Com (F)
Tu 8-8:30pm
Amana, Maury, Lee, Marshall; R. J. Reynolds, Esty
Sir Lancelot
—
24,000
NBC
Adv (F)
M 8-8:30prrv
Amer Home Prod, Bates; Lever Bros, SSCB
Sgt. Preston
12.4
32,000
CBS
Adv (F)
Th 7:30-8pm
Quaker Oats, WBT
Dinah Shore
9.0
22,000
NBC
Music (L)
Th 7:30-7:45. HY
Chevrolet, Camp-Ewald
$64,000 Challenge
24.8
32,000
CBS
Quiz (L)
Su I0-I0:30pm, NY
P. Lorillard, Y&R; Revlon, LaRoche
$64,000 Question
32.8
32,000
CBS
Quii (L)
Tu I0-I0:30pm, NY
Revlon, BBDO
Red Skelton
20.3
48,000
CBS
Comedy (L&F)
Tu 9:30-l0pm, HY
S. C. Johnson FCB; Pet Milk, Gardner
Stanley
. —
41,000
NBC
Sit Com (L)
M 8:30-9pm, NYt
Amer Tobacco, SSCB; Toni, Tatham-Laird
(iale Storm Show
—
39,500
CBS
Sit Com (F)
Sa 9-9:30pm
Nestle, B. Houston
Studio One
19.4
45,000
CBS
Drama (L)
M 10-llpm, NY
Westinghouse, Mc-E
Ed Sullivan Show
40.4
69,000
CBS
Var (L)
Su 8-9pm, NY
Lincoln-Mercury, K&E
Sunda\ News Special
11.7
9,500
CBS
News (L)
Su 1 l-l 1:15pm, NY
Pharmaceuticals, Kletter
Telephone Time
9.6
31,000
CBS
Drama (F)
Su 6-6:30pm
Bell, Ayer
This Is Your Life
23.8
52,000
NBC
Docum (L)
W I0-I0:30pm, HY
P&G, C&B
Danny Thomas
12.8
33,000
ABC
Sit Com (F)
M 8-8:30pm
Armour, FCB; Kimberly-Clark, FCB
Treasure Hunt
14.2
21,000
ABC
Quiz (L)
F 9-9:30pm, NY
Mogen David, Weiss & Geller
•TV Playhouse
18.8
52,000
NBC
Drama (L)
Su 9-IOpm, NYt
Alcoa, Fuller, Smith & Rcss; Goodyear, Y&R
20th Centurj l'n\
19.9
110,000
CBS
Drama (F)
alt W 1 0-1 Ipm
Gen Elec, Y&R
Twenty-One
12.8
30,000
NBC
Quiz (L)
W 10:30-1 Ipm, NY
Pharmaceuticals, Kletter
U.S. Steel Hon,
—
58,000
CBS
Drama (L)
alt W 10-1 Ipm, NY
U.S. Steel, BBDO
The \ ise
7.8
19,500
ABC
Drama (F)
F 9:30-l0pm
Sterling Drug, DFS
\ oice of Firestone
7.3
24,000
ABC
Music (L)
M 8:30-9pm, NY
Firestone, Sweeney & James
Wednesday Fights
14.3
45,000
ABC
Sport (L)
W lOpm-concI, Var
Mennen, Mc-E
Law nine Welk
24.4
14,500
ABC
Music (L)
Sa 9-IOpm, HY
Dodge, Grant
Welk Top Tunes
12.4
16,500
ABC
Var (L)
M 9:30-10:30, NY
Dodge & Plymouth, Grant
\\e<t Point
15.9
40,000
CBS
Drama (F)
F 8-8:30pm
Gen Foods, B&B
What's My Line
25.9
28,000
CBS
Quiz (L)
Su 10:30-1 Ipm, NY
Helene Curtis, Ludgin; Sperry-Rand, Y&R
♦Walter Winchell
20.1
60,000
NBC
Var (L)
F 8:30-9pm, NY
P. Lorillard, L&N; Toni, North
lonathan \\ inters
7.6
12,500
NBC
Comedy (L)
Tu7:30-7:45pm,NY
Lewis-Howe, DFS; Vicks, BBDO
\\ ire Service
8.6
77,000
ABC
Drama (F)
Th 9-IOpm
R. J. Reynolds, Esty; \/i sust
Jane Wyman Show
27.9
27,000
NBC
Drama (F)
Tu 9-9:30pm
P&G, Compton
\ ou Are There
9.9
37,000
CBS
Drama (F)
Su 6:30-7pm
Prudential, Calkins & Holden
You Asked For It
7.9
14,000
ABC
Misc (F)
Su 7-7:30pm, HY
Skippy Peanut Butter, GBB
'i ou Bel Y Life
29.5
35,000
NBC
Quiz (F)
Th 8-8:30pm
DeSoto, BBDO
Loretta Young Show
22.0
40,000
NBC
Drama (F)
Su I0-I0:30pm
P&G, B&B & Compton
Your Hit Parade
24.7
46,000
NBC
Music (L)
Sa 10:30-1 Ipm, NY
Amer Tobacco, BBDO; Warner Hudnut. K&E
Zane Grey Theatre
15.9
33,000
CBS
Drama (F)
F 8:30-9pm
Gen Foods, B&B
Sponsored C
laytime Netv
/ork Prog
rams 7 a.m. -6 p.m.
PROGRAM
TELEPULSE
COST
NET
TYPE
TIME. ORIG
SPONSORS AND AGENCIES
\- the World
[urns 5.4
$ 3,000tt
CBS
Serial (L)
M-F l:30-2pm, NY
P&G, B&B (T & Th sust)
Basketball
—
20,000^
NBC
Sport (L)
Sa 3-5pm
Var, Carter, SSCB; % open
Big Pavoff
7.7
6,000 t
CBS
Quiz (L)
M-F 3-3:30pm. NY
Colgate, Esty [T & Th sust)
Big Top
10.9
16,000
CBS
Var (L)
Sa 1 2n- 1 pm, Phila
Natl Dairy, Ayer
Brighter Da>
5.1
10,000 wk
CBS
Serial (L)
M-F 4-4:l5pm. NY
P&G, Y&R
Capt. Gallant
8.9
31,000
NBC
Adv (F)
Su 5:30-6pm
Heniz, Maxon
Coined v Ti
6.7
rerun
NBC
Sit Com (F)
M-F 5-5:30pm
Pharmco, DCSS; Welch, Rich. K. Manoff; 8 segs open &
2 alt segs open
Cowboy Tlu aii
6.5
2,500
NBC
Adv (F)
Sa 12:30-1:30
Sweets Co, Eisen; 2 segs open; 4 segs open alt wks
Bob < Irosb)
7.1
3,150' ■
CBS
Var (L)
M-F 3:30-4pm, HY
Best Foods, DFS; Brown & Wmson, Bates; Gen M.lls
Reeves; Gerber, D'Arcy; Mentholatum, JWT; P&G.
ton; SOS, Mc-E; Toni, North; Wesson, Fitzgerald
, Knox-
Comp-
1 seg
Ding Dong Sc
iool 6.0
1,600
NBC
Juv (L)
M-F 10-10:30, NY
Campbell Soup, BBDO; Miles, Wade; 8 s?gs open
Edge of Night
5.7
15,000 wk
CBS
Serial (L)
M-F4:30-5pm, NY
P&G, B&B
Football Score
board
5,000
NBC
Sport (L)
Sa 5:15-5:30, NY
Dow, MacM-J&A
'Color show, (L) Live, (F) Filn ■■ weeks in I, ftCosI i- per Begmenl Lis) floes not includi istaininf rticipating or co-op programs — see chart,
refer to average show costs including talent ind production They are gross (include 1591 agencj commission). They <i" no! include commercials «r time • ■'.
l week ni i This lisl covers p riod oi 24 )Ho\ thru 'J 1 Dec Telepulse ratings cover period 12 17 Oct. Figures represent . the week.
400KT™*
IN TWO CONSECUTI
SYNDICATED
PROGRAM
PULSE MULTI-MARKET
SURVEY COVERING 10
OR MORE MARKETS
MOWS RATE
JLSE REPORTS!
UG. 1956 SEPT. 1956
2 - MARKET AVERAGE 22 - MARKET AVERAGE
UG. 1956
4 -MARKET AVERAGE
SEPT. 1956
14 -MARKET AVERAGE
UG. 1956 SEPT. 1956
I- MARKET AVERAGE
19- MARKET AVERAGE
*TELEPULSE MULTI-MARKET SURVEYS
Ms NEXT BIG
RATING
WINNER! [
m
HURRY I
Write or phone today
for a pulse quickening
audition of our newest
rating winner "MEN OF
ANNAPOLIS"!
Sponsored Daytime Network Programs 7 a.m. -6 p.m.
'
COST
NET
TYPE
TiME. ORIG.
SPONSORS AND AGENCIES
33,000
NBC
Adv (F)
Sa 1 l-l 1:30am
Gen Foods, B&B; Borden, Y&R
8 9
4,150
CBS
Var (L)
M-Th 10:30-11:30
Amer Home Prod, Bates; Bristol-Myers, Y&R; Gen Foods
am, NY
Y&R; Kellogg, Burnett; Norwich, B&B; Pillsbury, Burnett;
Scott Paper, JWT; Simonii, SSCB; Stand Brands, Bates:
1 seg open
9 0
10,000 wk
CBS
Serial (L)
M-F I2:45-Ipm, NY
P&G, Compton
6 3
6,000
CBS
Juv (F)
Su l-l:30pm
Sweets, Eisen; altwks open
7.2
24,000
NBC
Juv (L)
Sa I0-I0:30am, NY
Cont Baking, Bates; Sweets Co, Eisen; l/j open altwks
3.8
3,000
NBC
Quiz (L)
M-F l2:30-lpm,HY
Amer Home Prod, Geyer; Brillo, JWT; Brown & Wm'son
Seeds; Alberto Culver, Wade; Gen Foods, FCB; Lehn
& Fink, Mc-E; Welch, Rich K. Manoff; 4 segs open
\:
8.2
4,000
CBS
Var (L)
M-F 2:30-3pm, HY
Campbell Soup, Burnett; Kellogg, Burnett; Lever Bros
BBDO; Simonii; Tat-Laird; Swift, Mc-E; Pillsbury, Burnett
8.7
10,000 wk
CBS
Serial (L)
M-F 12:15-30, NY
Amer Home Prod, Bates
113
18,000
CBS
Adv (F)
Sa l-l:30pm
Gen Mills, DFS; Nestle, Mc-E
4.5
22,000
ABC
Documn (L)
Su 4:30-5pm, Var
Ciba, JWT
Mi
15 6
5,040 to
6,300
ABC
Juv (F)
M-F 5-6pm
Amer-Paramount, Buchanan; Armour, Tat-Laird; Bristol-
Myers, DCSS Carnation, Wasey; Coca Cola, McE; Ger
Mills, Knox Reeves; Mattel, Carson Roberts, Miles, Wade
Minn Mining, BBDO; Pillsbury, Burnett; SOS, McE; 5 segs
co-op; 3 segs open
1 1.3
20,000
CBS
Juv (F)
Sa 10:30-1 lam
Gen Foods, Y&R; Colgate, Bates
Mil
7.4
2,700
NBC
Serial (L)
M-F 4:45-5pm. NY
Alberto Culver, Wade; Sterling, DFS; Sweets Co, Eisen
2 segs open
Moor.-
7.9-
8.1
3,600
CBS
Var (L)
M-Th I0-I0:30am
F 10-1 1:30am, NY
Best Foods, Ludgin; Bristol-Myers, DCSS; Campbell, Bur-
nett; CBS-Hytron, Bennett & Northrop; Gen Motors
Kudner; Level Bros; JWT; SOS, Mc-E; Staley, R&R
Swift, Mc-E; Toni, North Yardley, Ayer; 3 segs & 1 alt
seg open
\l \ \ 1 mill. all 1 IS <i
1 ! 2 Million
NBC
Sport (L)
alt Sa 1:15-5:30
Bristol-Myers, Y&R; Sunbeam, Perrin-Paus; U.S. Rubber
package
approx, Var
F. D. Richards; Zenith, BBDO
\i \ \ 1 i.nll.all I'..-
5 7
6,000
NBC
Sport (L)
alt Sa 1- 1 :15pm
approx, NY
Allstate, Christiansen
6.9
rerun
CBS
Sit Com (F)
M-F 2-2:30pm
Best Foods, DFS; Gerber, D'arcy; 7 segs open & 3 alt segs
open
reg sponsors
i I.all
15.6
2 million
CBS
Sport
Su 2-4:30pm
package
1 i 1
9 4
3,000
NBC
Misc (L)
M-F 4-4:45pm, HY
Amer Home Prod, Geyer; Borden, Y&R; Brown & Wm'son,
Seeds; Chicken of Sea, Wasey; Corn Prod, C. L. Miller:
Dow, McM-J&A; Gen Foods, FCB; Lehn & Fink, Mc-E;
Mennen, Mc-E; Miles, Wade; P&G, Compton; Reddi
Wip, R&R; Sandura, Hicks & Griest; Sunkist, FCB; Toni,
North
h tm 1 "in \
9 2
10,000 wk
CBS
Serial (L)
M-F 12:30-45, NY
P&G, Burnett
"».-,
4.9
9,500 wk
CBS
Serial (L)
M-F 4:15-4:30, NY
Amer Home Prod, Bates
8.0
15,000 wk
CBS
Misc (L)
M-F Il:30-I2n, NY
Colgate, Esty
1 • \
10.1
18,000
CBS
Adv (L)
5a Il:30-I2n
Gen Mills, Tat-Laird; Sweets Co, Eisen
• 1 or.l
5.7
3,500
NBC
Var (L)
M-F 2:30-3pm, HY
Brown & Wm'son, Seeds; Miles, Wade; Minute Maid, Bates
P&G, B&B; Stand Brands, Bates; Swift, Mc-E
3.3
2,500
NBC
Quii (L)
M-F I2n-I2:30, NY
Mentholatum, JWT; Sweets Co, Eisen; 8 segs open & 1 a t
seg open
7.8
10,000 wk
CBS
Serial (L)
M-F 1 2n- 12:15. NY
Gen Mills, DFS & Knox Reeves; Stand Brands, Bates; Toni, •
North; Wesson, Fitigerald
Wil.l Bill
7.7
27,000
CBS
Adv (F)
Su |2:30-Ipm
Kellogg, Burnett
5 9
12,500
NBC
Misc (F)
Su 3:30-4pm
Mutual of Omaha, Boiell & Jacobs; alt wks open
Specia
Is and !
Spec
taculars
Scheduled
for 24 Nov. -21 Dec.
PR'
TELEPULSE
COST
NET
TYPE
TIME. ORIG
SPONSORS AND AGENCIES
once only
CBS
Misc (L)
Su 5-6, NY
Reynolds Metals, Clinton E. Frank— 12 9
once only
r BC
Misc (L)
Sa 1-2, NY
Warner Lingerie, La Roche — 12 8
once only
CBS
Music (L)
Tu 9-10, NY
Shulton, Wesley Assoc— 12 II
145,000
1 BC
Var (L)
Su 9-10, HY
& Fri 9-10, HY
Chevrolet, Camp-Ewald — 12 16
200,000
NBC
Drama (L)
Su 9-10:30 &
Su 7:30-9, NY
Hallmark, FCB— 1 1 25 & 12 16
once only
1 BC
Docum (F)
Th 10-llpm
Nor Amer Philips, La Roche — 12 6
once only
t BC
Docum (F)
Tu 9:30-10:30
Smith, Kline & French — II 27
19 9
320,000
NBC
Drama- (L)
Music
M 8-9:30, NY
RCA, K&E: Whirlpool, K&E; John Hancock. Mc-E— 12 lOj
250,000
NBC
Drama- (L)
Music
Sa 9-10:30. NY
RCA, K&E; Whirlpool, K&E; Oldsmobile, Brother— II 24
125,000
CBS
Docum (F)
Su 5-6pm
Shulton, Wesley— 12 2
140,000
CBS
Var (L)
Th 8:309:30, HY
Chrysler. Mc-E— 12 13
125,000
Var (L)
.,lt Su 4-5, NY
Helen Curtis, Ludgin
195,000
NBC
Misc (L)
alt Sun 4-5:30, NY
Gen Motors, Brother & Camp-Ewald
istaining, participating or co-op prograi •• -1 irl Costs
, . ii, \ .
ommlitpionj The} il" not includi iala or time charges.
11,1 Kigu 1 < liow foi the « ■■'■I-
WRR *» KXOL
DALLAS
FT. WORTH
a great combination in North Texas
PROUD LY ANNOUNCES
the appointment of
AVERY- KNODEL
I NCORPO RATED
as exclusive national representative
effective December 1 , 1956
NEW YORK
720 Fifth Avenue
JUdson 6-5536
ATLANTA
41 Marietta St., N. W.
Jackson 3-2545
DALLAS
320 Fidelity Union Life Bldg.
Prospect 7-7330
DETROIT
1446 National Bank Bldg.
Woodward 1-9607
SAN FRANCISCO
235 Montgomery St.
Yukon 2-2053
LOS ANGELES
3325 Wilshire Blvd.
Dunkirk 5-6394
CHICAGO
75 E. Wacker Drive
Andover 3-4710
SPONSOR • 24 NOVEMBER 1956
45
5. SPOT TELEVISION BASICS
Ilo>* does use * > i" spot tv
van l»> season? You'll find
the answer charted helow
t," )i month in this space SPONSOR will present basic facts about
spot television. Periodically charts will be repeated to provide up-
dating. The chart below, based on Television Bureau of AcKertising's
quarterl) reports on sjiot t\ spending, shows the seasonal variation
in spot t\ activity. It covers 31 major product classifications which
have been ranked in order by size of expenditure. The chart covers
a 12-month period which includes the last quarter of 1955 and the
firs! three quarters ol 1950. I No single full year is vet available
because the TvB dollar reports began with the last quarter of 1955.)
Percentages below show bow much of total expenditure was used
for each quarter. TvB figures are compiled bv N. C. Rorabaugb.
i For complete third quarter data see the 17 NOVEMBER SPONSOR.)
Product classification
1 2-month total
% by quarters
4th 1955
1st 1956
2nd 1956
3rd 1956
1 . 1 ood and grocer) products
$105,723,000
25.6
27.0
26.8
20.6
2. \ le, brer and w ine
35,241,000
26.8
23.6
25.6
24.0
3. < osmetics and toiletries
33,797,000
23.3
22.0
28.2
26.5
4. 1 h ug products
31,398,000
28.1
34.1
20.6
16.9
5. 1 obacco products
28,715,000
22.1
21.7
25.7
27.2
6. ' onfe< t ions, -oil drinks
20,006,000
26.9
23. 1
26.6
23.1
7. 1 [ousehold laundr) products
17,591,000
24.5
27.0
29.8
18.7
8. Ga -nlinr. lulu icants
14,935,000
2 1.8
20.9
28.1
26.2
9. Dental products
14,216,000
L9.5
29.9
31.3
L9.3
10. \nt<iiii(iii\,
13,984,000
38.0
23.5
25.4
13.1
1 . '
11,718,000
26.8
25.2
26.7
21.3
SPONSOR • 21 NOVKMKKK 1956
Product classification
12-month total
% by quarters
4th 1955
1st 1956
2nd 1956
3rd 1956
12. Clothing, furnishings
$ 8,360,000
29.7
21.4
26.6
22.3
13. Home equipment, appliances
7,825,000
31.2
19.2
31.1
18.5
14. Watches, jewelry, cameras
7,591,000
28.1
24,2
26.1
21.6
15. Cleaners, cleansers
6,476,000
30.9
24.1
35.6
9.1
16. Household paper products
4,577,000
20.8
24.2
32.8
22.2
17. Pet products
4,303,000
30.1
22.9
27.3
19.7
18. Building material, equip.
3,840,000
27.8
21.0
30.6
20.6
19. Household general
3,570,000
27.8
27.3
30.6
14.3
20. Household furnishings
3,456,000
24.1
22.2
27.7
26.0
21. Tv, radio, phonograph
3,174,000
51.8
19.7
17.5
11.0
22. Transportation and travel
3,105,000
32.2
21.4
28.9
17.5
23. Publications
1,364,000
9.8
41.3
13.4
35.5
24. Agriculture
1,293,000
29.2
24.0
25.3
21.5
25. Sport goods, bicycles, toys
938,000
70.3
10.4
10.9
8.4
26. Amusements, entertainment
589,000
20.2
26.7
23.6
29.5
27. Notions
540,000
37.1
1 1.8
18.1
30.0
28. Garden supplies, equip.
402,000
10.7
33.3
16.5
9.5
29. Hotels, resorts, restaurants
270,000
18.5
17.8
36.7
27.0
30. Stationery, office equip.
255,000
11.2
28.6
21.2
9.0
31. Miscellaneous
4,276,000
21.3
21.3
33.8
20.6
TOTAL
$393,528,000
26.4
25.5
26.8
21.3
SPONSOR • 24 NOVEMBER 1956
i:
DAVID GRIEF
JACK
ONDOH
|ACK L< >NEM )\ s immortal stories of adventure in the turbulent waters of the South Seas have been recreated
ing mu program... with a presold audience of millions of Jack London followers.
in color on actual locations with unparalleled prcxluction values ... here, truly, is the answer to the
publi< demand i<-r fresh, u< t< . superior television programming.
the highest budge, ever assigned to a television film series ... with major studio direction and
v.nn.ng performances < aptain I),,, J Grief brings to television new scope, new locales, new dramatic
and broad family appeal.
ACT NOWI RESERVE YOUR MARKETS!
Sold!
I
39 Episodes in Color or Block & White
Support.rl by the most comprehensive
■■dising, promotion ond publicity oids.
Bay City Lansing Lafayette Dayton
Cadillac Marquette Muncie Lima
Detroit Traverse City South Bend Toledo
Grand Rapids Fort Wayne Cleveland YounRstown
JTCo/yVrtTiicJ ^ Kalamaroo Indianapolis Columbus Zanesvllle
CAPTAIN DAVID GRIEF IS SHOWMANSHIP PLUSI
wwmmmmmmmmjf
I T.1-1
GUILD Sfj FILMS
460 PARK AVENUE, AT 57TH STREET. NEW YORK 2 2. N.Y. MURRAY HILL 8 5 3 6 5.
L
What questions would you ask TvB's RAMAC »
Arthur Pardoll, director o) bro
\ Belding, New ) ork
I . . _ t ■ 1 1 1 , ■ i with a great main other
timebuyers and clients, I expect I II be
in line for a chance to ask li \M VC
some of the questions about television
lining and commercials that have
1 i en worn ing advertising people since
not sure
R \\l tt \
limitations
irl) Milton Berle days <>f the
medium.
M\ experience with electronic mem-
ory machines ha- been prett) much
limited to watching tin- returns on
I led ion nighl ever) four \ ears ; so I m
nol <|uitr sure whal RAMAC's limita-
tions ma) be. However, the answers
to an) of the following questions would
■ nc) man's hearl to beal
fastei and certainl) would make me
an « N . ironic - fan for life.
■ ■>![. In! ,i particulai program
■ station we have undei considera-
tion, Til like to be able to gel quick
infoi mat ion on ii- ral ing histoi \ . thus
indie ating ili<- value of the particular
V\ «'(| like to have ■ < -. i < I ■ I n available
n "ii the < overage of \ ai ious
i.ii ions, show ing cover-
Vlso,
fi om the
• ii- in iM
ame pro-
!'■ i ' i .- 1 1 . - I; \ !.| break down
- - .a i k»t -
ilinp those
din in I In-
"average figures n<)» available.
\\ 1 1 ill i- the effectiveness of (lie block
formal in programing? Does the client
benefit from a good adjaccnev in terms
■ ■I audience How with litis particular
buy?
I his might be too much even for
electronics; bul could the magic box
tell us anything about audience com-
position and the general attention of
audiences to a particular program?
In giving the rating pattern of a
particular show, what can RAMAC tell
ii- about the particular topics thai
occasioned a sudden rating rise? In
the Case ol movies, which categories of
pictures have the least viewer appeal
and why ?
W hat i- the cost of a daytime or
nighttime spot on \ number of sta-
tion,, on highest cost stations and on
an average cost station basis?
\\ hat percentage of l\ -ets are there
in each market, in descending order
and with a cumulative total?
W ould competitive infoi mation be
available in terms of expenditures and
total activit) such as number of pro-
grams, Spots and the like?
Perhaps most important, can RAM-
\i show the influence of t\ by relating
advertising representation on a show
of viewers of a particular show actual-
K have the product and what percent-
doesn't ?
I hese questions will be child's play
foi R \ \l \< next to a quei j we gel
feveral times a da) . I def) an) elec-
tronics machine ever built to tell me
jusl where it i- the yellow went.
R.iy Stone, Hmebuyer, Maxon, Inc., \ew
) ork
It - my feeling thai eventual!) mac bines
SUch as TvB's Ii \\l VC Will relieve
man) o( us ol the greater pari of our
work dav. It mav nol be In oui life-
time, but one ,\.i\ as i idiculous as it
computers
are free from
prejudice
may sound now — we will be able to
feed any data to computers and get
a solution. \\ ork w ill be done more
consistently and more accurately than
any human being can hope to do it
now. This is primarily true because
computers are free from prejudice and
emotion.
For example, we daily face X num-
ber of problems, each with Y factors
involved. Submerged as we are in
dealing with them, we tend to lose
perspective in solving at least a few
of them. In short, it's difficult for any
one person to evaluate all factors in
their rightful order. Nol so with a
"metal mind.
One has only to look back on
the development of hand machinerv
through the years — to think of the
responsibilities it has assumed —to
realize the potential development ol
machines with mental -cope. If tech-
nology could produce -cuing machines,
harvesting devices similar production
aids in every pari ol industry, win
can I it in\ en! machines w ilh ev en
fuller power than present one- in the
"thought" field.
\\ ork has alread) commenced on a
mechancial brain. The main stumbling
block to it- pei lection is for a means
of keeping vacuum lube- and tran-
-i-loi - cool bv practical mean-. ( )nce
ibis technical problem i- solved, is
there anj reason why such a machine
i annot be produced and distributed
even as i- now being done with
I! \ \l \( ami it- sister computers?
SPONSOR
21 M)\i\imi! 1956
The substance of m\ thoughts is
that one day machines will be doing
everything. Meanwhile. I'll In- content
to pop audience composition, avail-
ability, coverage and similar buying
questions into RAMAC and work t<>
draw out its conclusions.
Jeremy D. Sprague, all-media buyer,
Cunningham & Walsh, Veto York
As the sands of the timcbuying hour-
glass pour mercilessly downward, I
cannot help hut wish that I could free
in\ hands of telephones, hooks, charts,
rate cards — and get them on TvB's
astounding RAMAC.
If I could possibh place that me-
chanical marvel in my office, I'd ask
with RAMAC
I could work
H-hour day
that some of the following might
emerge :
1. A coverage check of all stations
being considered for all Cunningham
\ \\ alsh clients.
2. A two-minute roundup of pro-
gram ratings with selection of those
periods on those stations which
RAMAC considers best buys. And —
if it wouldn't provoke the monster —
considerations of client and agency
opinions in making the selection. (I
hesitate to give the usual amount of
time involved in this process.)
3. If TvB or IBM would add about
six arms to RAMAC, I for one would
be most appreciative. For here the
machine would shine. So long as it
would answer calls, churn up data on
availabilities, digest incoming requests
— I would be content to develop my
voice for the job of voicing its con-
clusions.
4. It would also be quite nice if
I! AM \C would gi\e a detailed anal\sis
on how to expand the broadcast day
to 40 hours.
If RAMAC would help me out with
the four small items listed above, per-
haps after all, the workday would be
eight hours.
But excuse me — we have to find an
adjacency to $64,000 Question. ^
what makes
Columbus
a leading
market?
• '■
"a
-i s
u - *
7
fft
I*-
"Show me a good sport and I'll show
you a good spender !"
Columbus fills this bill . . . Columbus
is a leading sports mecca . . . and WBNS-TV,
Columbus' leading station, fills the bill for
sports coverage.
Columbus is national headquarters for
both Minor League Baseball and the Trot-
ting Association. It is home to the Inter-
national League Jet Baseball team ... a
group sponsored by the faith and money of
Columbus businessmen ... it is the site of
I the famous Ohio State University Stadium
. . . where 80,000 fans cheer their winning
team . . . and the new St. John's Arena for
indoor sports . . . for racing enthusiasts there's
Beulah Park and Hilliards Harness Track
. . . for golfers, their own clubs or the beauti-
ful new Arthur Raymond Memorial course . . .
For WBNS-TV viewers, there is com-
plete coverage of their favorite sports . . .
. . . for ADVERTISERS . . . there is a
guaranteed audience of 500,400 TV families
. . . and the assurance that WBNS-TV is
rated the number 1 station in this market of
sports loving spenders.
No. 4 in "Columbus Market" Series
;ns-tv
WBNS-TV
COVERAGE FACTS
TOTAl POPULATION
1,872,900
TOTAl FAMILIES
556,000
TOTAL TV HOMES
500,400
46% average share
of audience in this 3
station market.
15 out of 15 Top
Once-a-week shows.
8 out of 10 Top Multi-
weekly shows.
(Source: Columbus
Tclepulse July, 1956)
REPRESENTED BY BLAIR TV
channel 10 • columbus, ohio
CBS-TV Network . . . Affiliated with Columbus Dispatch . . . General Sales Office: 33 N. High St.
SPONSOR
24 NOVEMBER 1956
51
>nsor
Biggest Twin Cities traffic
jams are in store aisles —
downtown, uptown, wherever
WLOL's Big 5 disc jockeys
say CO!" Local businessmen
know that. That's why they
buy WLOL in preference to
any other station.
The local businessman will tell
you, too, that WLOL delivered
crowds reach first for
WLOL sold brands.
It's a merchandising fact
that will work for you! Let
B-5 selling impact send the
aisle jammers your way.
Edward T. Ragsdale: tv isn't poker
K3i. decisions in auto making and buying are influenced by
women," says Ed Ragsdale, general manager of the Buick Motors
I )i\ ision el Genera] Motors.
He's gol g I proof at home to hack up the statement. One of
his own major contributions to automotive design was the hard top
bod) style, and the hard top was suggested 1>\ his wife. Sarah, who
nevei wanted to drive anything hut a convertible.
"'I asked her wh) she wanted convertibles since she never put the
top down." Ragsdale told SPONSOR. ""I don t put the top down
because m\ hair gets mussed,' she said with the kind ol tone t hat
makes a man feel he's asking something damned obvious. 'But.' she
added, 'the convertible looks better . . . '
"If I can I outplay 'em, I run outlast 'cm.'
MINNEAPOLIS ST PAUL
1330 on your difll 5000 waMi
LARRY BENTSON, President
lloyrt. V P
And that's how another innovation in stxling was added to the
Buick line.
dale ^ career in automotives virtuall) coincides with the
industrj s own history. \t 58, he's chalked up some lour decade-
in the business, from a first job as moulder and machinist to his
work as a Pierce Vrrow bod) designer and (mall) to Buick in design
and engineering.
"The onl) frightening thing about Ed is his capacit) for work."
says one General Motors executive who knew Ragsdale when he was
a youri engineer at Buick. "He'd start at 7:30 a.m. and some-
times work through till three or four the next morning."
Ra sdale claims that he brings the same kind of dedication to
pla) as well as work, likes to recall occasional marathon poker
"II I can'l outpla) 'em, I can outlast 'em," he says
candidly. {Please turn page)
SPONSOR
:_' I m>\ i \iiti i! 1950
ARE YOU
HALF-COVERED
IN
NEBRASKA'S OTHER BIG MARKET?
1956 ARB METROPOLITAN
AREA COVERAGE STUDY
PROVES KOLN-TV SUPERIORITY!
The 1956 ARB Study of 231 Metropolitan markets in-
cluded 6 in LINCOLN-LAND — 5 in Nebraska, 1 in Kansas.
In these 6 markets, KOLN-TV is viewed-
most in 6 daytime categories ... in 5
out of 6 nighttime categories.
KOLN-TV gets an average daytime, "viewed-most" rating
of 54.0% as against 15.2% for the next station. Night-
time averages are 59.8% for KOLN-TV, 25.0% for the
next station. Enough said?
-TV-,
WKZO-TV — GRAND RAPIDS KALAMAZOO
WKZO RADIO— KALAMAZOO BATTLE CREEK
WJEF RADIO— GRAND RAPIDS
WJEF-FM — GRAND RAPIDS- KALAMAZOO
KOLN-TV — LINCOLN. NEBRASKA
Allocated with
WMBD RADIO— PEORIA. ILLINOIS
L
THIS
AREA
LINCOLN
LAND
l^OI^-N" 1 V covers Lincoln-Land - - a rich 42-connty
area, 95.5% OF WHICH IS OUTSIDE OMAHA'S GRADE
"B" COVERAGE!
Lincoln-Land has over 200,000 families — 125,000 of thorn
undu plicated by any Omaha TV station! Actually, Lincoln-
Land is as independent of Omaha as South Bend is of Fort
Wayne or Providence is of Hartford.
Latest Telepulse credits KOLN-TV with l°4.4r7 more night-
time viewers than the next station, 138.1% more afternoon
viewers !
Let Avery-Knodel give von the whole story on KOLN-TV,
the Official Basic CBS-ABC Outlet for South Central
Nebraska and Northern Kansas — "Nebraska's other big
market"'.
CHANNEL 10 • 316,000 WATTS • 1000-FT. TOWER
KOLN-TV
COVERS LINCOLN-LAND —NEBRASKA'S OTHER BIG MARKET
Avery-Knodel, Inc., Exclusive National Representatives
SPONSOR
24 NOVEMBER 1956
53
Since the sternwheelers first
opened our Ohio River Valley to
large-scale trade, this region has
constantly steamed ahead to
greater industrial records.
Today, its array of manufactur-
ing is the most vast in America
... a solid head-of-steam typified
by our own doorstep counties of
Cabell and Kanawha (the Hunt-
ington-Charleston area) where —
say preliminary reports of the
new U. S. Census of Manufac-
tures — the value of industry
alone is up 55% since 1947,
currently over one billion dollars!
This is only part <>f what you can
command with WSAZ-TV. Sur-
rounding our near-quarter-mile-
high towi r lies America's 23rd
television market — four states
wide, four billion dollars deep in
buying potential. You leave a
rt v., ike when you sail aboard
\V. I V. Any Katz office can
make out a profitable bill of lad-
ing for you.
< / / \ \ \ / / , ?$
j ... 'rrr
N. W. VA.
IT. E.G. "ETVJCKi:
Mr. Sponsor continued.
\- Buick's genera] manager, Ragsdale approves advertising
strategy, wink- closel) with his L5-man advertising department and
with Buick's agency, Kudner.
"I\ ratings are important to the advertising fraternity," he says.
"Bui the) don't necessaril) mean sales."
His conclusion stems from 15ui< :k - hitter experience as sole
sponsor of Jackie Gleason's Honeymooners last year, \fter making
advertising headlines with their -SI 1 -million Gleason contract. Buick
withdrew quietly, burned hv a spectacular!) unsuccessful t\ season.
"We aren't looking for an\ -how to sponsor on a weeklv basis
right now. sa) - Ragsdale.
Instead. Buick's fall advertising technique has I een an extension
of the all-media saturations during new-car season which brought
this car into No. Ihrce spot in unit sales three \ears ago. B\
concentrating the weight <d their advertising just prior and during
the introduction of their new line, Buick crashed the traditional
( hevrolet-Ford-Plymouth hold on top sales, and has maintained it-
\o. Three place although the Buick is in a higher price line.
"We've again gotten off to a high-gear Mart this fall, parti) with
the help ol on. ---hot sponsorship ol major t\ events," sa\s Ragsdale.
Buick bankrolled the \B(' T\ election night coverage Inn days
before the L957 models were introduced, and followed up this effort
on \2 November with Jack and the Beanstalk. NBC TV. «-9:30 p.m.
"This double-punch on t\ has had a tremendous reaction among
dealers, says Ragsdale. The 33.9 average Trendex raked in h\ the
\B(! I\ spectacular, he feels, indicates that Buick— cominercials
reached a massive and receptive audience.
The agency's job is creating ads, not shows
The agency, he adds, lulfills its function hv applying it> creative
judgement to program recommendations and putting effective selling
commercials into shows to attract viewers into dealer show room-.
"It can be dangerous for agencies to spread their talents too
thin," he told SPONSOR. "It's a dillicult and exacting job to pro-
duce t\ commercials that will convert viewers into buyers of a
$4,000 product. I don't feel that agencies should, on top of that
job, ti\ to go into show business and become program packager-.
-dale is a fervent spokesman lor specialization, not onl) in
assembl) line operation, hut also in various marketing functions.
lie feels thai the company's own specialists in market research can
guide Buick production and styling better than marketing men in
an agenc) servicing a dozen "i more different categories of accounts.
"The agenc) ha- nothing to -a\ about our cycle ol retooling and
restyling,' he add-. "\t the beginning of the year, we -it down
with the engineers and run over the information we've gotten out
of our own customei research surveys. We don't ask the agenc)
to make such studies lor us, although we do have independent
irch I" supplement compan) data at times."
\- a top management industrialist, Ragsdale -till maintain- his
love ho machinery, likes to linker in a model machine -hop in his
summer home, where he spends much of hi- spare lime. Willi a
ndfather's pride, Ragsdale explain- that hi- spare lime ha- been
■ ui into considerabl) hv his lime grandchildren.
"Playing with them's onetime-consuming hobb) I don't complain
about,'1 he told sponsor, then quietly wandered hack to a shirt-
sleeve poker session. ^
SPONSOR
L! I NOVEMBER 1956
'Moving vans really move
with Spot -TV pushing them',
says R. L "Bob" Benveniste,
advertising head of Owl
Drug Company, regarding
results on KGO-TV,
San Francisco
"Moving vans," Mr. Benveniste? Since when did
the) become a drug-store item?
Since September, when we included them as one
of twelve items in our Christmas Layaway Sale.
Don't gasp — they're TOY vans, of course — rep-
licas of the largest Bekins Trucks and Trailers.
Christmas toys in September! Isn't that an off-
beat promotion?
It might seem so — that's whs we put the power
of television into our selling effort. In the San
Francisco area, we used KGO-TV.
How often were the moving vans featured?
IN JUST FOUR SPOTS-and the vans rolled
out by the hundreds.
How about the other Christmas Layaway items?
Thanks to smart selection by our merchandise
committee, and to a bang-up job by Spot-TV,
every item was a sell-out. In long-hair lingo,
you'd say it "exceeded our fondest expectations."
Sounds as if you're sold < m spt it, Mr. Benveniste.
I certainly am. particularly for our type of oper-
ation. Our trend is to more and more suburban
stores — and in building traffic for them we need
the kind of saturation coverage that Spot-TV
gives us at low cost.
What's the attitude of your store managers?
They're strong for Spot-TV too— because they
know it moves merchandise in tremendous vol-
ume—movement that's bread-and-butter, and
cake too, to a store manaser.
For sales building availabilities on these major-market stations.. . Call
BLAIR TV
WTVR-Richmond
WDSU-TV— New Orleans
WOW-TV-Omaha
OFFICES: NEW YORK
TEmpleton 8-5800
WBNS-TV— Columbus
KING-TV— Seattle-Tacomo
KTTV-los Angeles
CHICAGO •
Superior 7-5580
WBKB-Chicogo
WXYZ-TV— Detroit
WABT — Birmingham
WFIL-TV — Philadelphia
KVOO-TV-Tulsa
WFLA-TV— Tompo-St. Petersburg
WPRO-TV— Providence
WIIC— Pittsburgh
WNBF-TV — Binghomton
Television's
First Exclusive
National
Representative
WEWS— Cleveland
WCPO-TV— Cincinn
WMCT — Memphis
KFRE-TV — Fresno
KGO-TV — Son Francisco
WABC-TV-New York
WFBG-TV — Altoono
KGW-TV — Portland
BOSTON •
HUbbord 2-3163
DETROIT • ST. LOUIS
WOodrd 1-6030 CHe.lnul 15688
JACKSONVILLE
Elgin 6-5770
DALLAS •
Rlv.r.id. 4228
LOS ANGELES
DUnltirk 1-3811
SAN FRANCISCO
YUkon 2-7068
SEATTLE
Elliott 6270
A weekly listing of changes
in the advertising and broadcast fields
JL
BROADCAST INDUSTRY EXECUTIVES
NAME
Wilh.im H. Barth
Paul H Bernard
Howard Bruns
Paul Calvin
Larry Carino
julcs Dundcs
jerry Fitch
FORMER AFFILIATION
NEW AFFILIATION
KOVO. Prove Utah, sis staff KDYL. radio, Salt Lake City, acct exec
KTBS-TV, Shreveport, La, asst production mgr KTBS-AM-FM, Shrcveport, La, manager
WKRC-TV, Cincinnati, floor director Same, associate director
C & C Television Corp. sis staff
.KTNT-TV-AM-FM, Seattle-Tacoma Same, manager & sis director
Leonard Higgins
Ken Joseph
Frank King
Ned Land
John P. List
Frank Luther
John Melton
Car Mcadowcroft
Robert W. Miller
Robert Mooney
.CBS. radio. New York, vp chg advtg & prom
KREX-TV & radio, Crand (unction, Col, exec vp
KTNT-TV-AM-FM, Seattle-Tacoma
_World Bcstg Sys, northern div sis chief
KNX, radio, LA, general sales mgr
Same, vp chg station admin
Same, station manager
Same, director of station relations
Same, asst national sales manager
KFWB, radio, LA, general sales mgr
.Station Promotions Inc. presidenf C & C Television Corp, sis staff
„Trendex Same, vp and treasurer
WNAC-TV & radio, children's prog & pub affairs
KHJ-TV, LA, merch & sve for natl adv |ohn Blair & Co, LA account exec
WJBK, radio, Detroit, asst managing dir WJIM-TV & radio, Lansing, Mich, gen sis mgr
KOOL-TV, Phoenix, account exec ^Same, asst sis mgr
Guild Films _ C & C Television Corp. sis staff
Thomas Montgomery Forjoe & Co, Chicago _ WNBQ, radio, sis staff
Malcolm C. Morehouse KCBS. radio, San Francisco, asst bus mgr Same, bus mgr
Thomas S O'Brien NBC o&o stations, divisional bus mgr Same, director business affairs
Ralph Powell KOOL-TV, Phoenix, account exec KFMB-TV, San Diego, account exec
Joseph Prendergast, Jr.
Robert Rcardon
James C Richdale, Jr.
Allin C. Robinson
Henry J. Schaefcr
James M. Seward
Frederick W. Smith
J Kelly Smith
Ceorge B. Stadtmullcr
George Stevens
Oli vt r Treyz
Charles Vaughan
Harry Walsh
KSD-TV & radio, St Louis, asst to mgr KHJ-TV, LA, account exec
.Harrington Righter & Parsons, sis NBC-TV Spot Sales, Chicago, sis staff
KOTV, Tulsa, Okla, asst gen mgr Same, vp & general manager
WRCA radio, NY, producer director WCCO radio. Minn-St Paul, production mgr
KNXT-CTPN. LA, accounf exec Same, mgr of operations & traffic
„CBS. radio, New York, admin vp Same, exec vp
WMCM, NY, account exec
_CBS, radio, New York, admin vp Same, consultant radio div
KCBS, radio, San Francisco, bus mgr CBS, radio, dir of accounting
Avery-Knodel Inc, sou-west manager KOTV, Tulsa, Okla, commercial mgr
ABC-TV Network, head Same, vp in chg of tv network
WKRC-TV, Cincinnati, producer director WCET, Cincinnati, program director
_film producer, cinematographer & photo dir Van Praag Productions, vp Florida branch
WTAM-WNBK, Cleveland, ad-promotion mgr WABC-TV & radio, NY, advtg & prom mgr
Morris Wattenbcrg
lames Weathers World Bcstg Sys, chg of sis southern div Same, national sales manager
Robert C. Wood Storer Bcstg Co, nat sales mgr Same, nat sales dir
ADVERTISING AGENCY PERSONNEL CHANGES
NAME
Vincent E. Butterly
Johanna A Carrozzino
Stephens Dietz
Robert Durham
Edmond Cray
Lawrence Katz
Anthony Kennedy 3rd
Jon C Lawson
David H Means
William F Millar
Francis O'Neill
Ceorge B Richardson
Charles Russhon
Ccrald A Waindcl
FORMER AFFILIATION NEW AFFILIATION
Zimmcr Keller & Calvert, Inc, acct exec McCann-Erickson. Inc, acct exec
N. W. Ayer, Phila, copy research bureau
Kcnyon & Eckhardt. vp & chair mktg plans comm Same, acting dir promotion dept
Kcnyon & Eckhardt. asst to the presidenf Ruthrauff & Ryan, sr vp chg of bus dev
Kcnyon & Eckhardt, television producer Same, to Chicago same capacity
Filmways Inc, dir & supervising editor Ted Bates & Co, tv film comml producer
Chew Harvey & Thomas, copy & service N W. Ayer, Phila, production
Hilton & Riggio, radio tv staff N. W. Ayer, Phila, radio-tv traffic
N W. Ayer, Phila, plans merchandising dept Same. Philadelphia Service
McCann-Erickson, Cleveland, acct exec Ketchum MacLeod & Grove, Pitt, acct exec
B-ookc Smith French & Dorrance, Detroit Kudner, Detroit, exec staff
Young & Rubicam. San Fran, vp & contact sup Same, vp & manager San Fran office
USAF tv consultant Ted Bates & Co, agency producer
Associates Invest Co, advtg & pr dir US Advtg Corp, vp & acct exec
SPONSOR PERSONNEL CHANGES
NAME
i
John L Br i- I
Arthur I Clplin
Edward C Cudmorr
L Fv.in\
'
Arthur F. Goldman
w.lli.im E Mahaffay
Williai.
Mahon
Willi.,.,
|uH M
■
r.inko
FORMER AFFILIATION
Whirlpool-Secgcr Corp, s-w regional mgr
RCA Whirlpool, marketing dir
H. Ii n. Curtis Industries. Inc. dir merch Beauty Salon Div
Whirlpool-Seeger. asst to the treasurer
Whirlpool-Scegcr, gen mgr Clyde. Ohio, Div
American Dairy Association, mgr Wis unit
Gunther Brewing. Baltimore, advtg dir
Whirlpool-S'
la Dry ill my.' govt & export div
Carrier Corp. advt;
Philco Corp electronic district mgr s-c div
lnlirn.ition.il Latex, sis staff
Whirlpool Secgcr Corp, presidential asst
Philco Corp operations mgr Sandusky manufac
Avco Manufacturing Corp, vp and gen mgr Int
National Biscuit Co v.st advtg & merch mgr
Div
NEW AFFILIATION
Same, dir of dist for RCA Whirlpool
Same, also elected vp
Same, marketing dir. Beauty Salon Div
Same, vp, secty & asst to the treasurer
Same, also elected vp & chg of pcrs at Clyde
Same, general mgr of the association
Ceneral Cigar Co, advtg dir
Same, vp engineering
Gcmcx Corp. vp in chg of marketing
Same, retail advtg mp,r
Same, advtg & prom mgr accessory div
Isodine Pharmacal Corp, < div. of ILI brand mgr
Same, dir of pub rcl. cont as asst to pres
Same, vp & general mgr Automotive Div
Same, president Philco International
Tea Council, promotion manager
M'ONSOK
2 I Novi mi:i i; L956
YOUR BUSINESS FRIENDS AND
ASSOCIATES WILL APPRECIATE
YOUR XMAS GIFT OF 52 ISSUES
OF THE NEW WEEKLY SPONSOR-
THE MAGAZINE BUSY TV AND
RADIO ADVERTISERS USE. NOW
OUT EVERY FRIDAY.
Make up your gift list now
and send it to SPONSOR
40 East 49th Street, New York 17, N. Y.
It happens
every day
On Election Night America tuned to CBS Television
for the swiftest, clearest, most accurate report of the
nation's will in a turbulent period in world history.
All the networks reported the same event; but according
to a Trendex popularity report, CBS Television attracted
83 /r more viewers than the second ranking network —
93 '}'< more than the third network. And as the evening
wore on, the performance of the CBS News staff won an
ever-increasing share of the Election Night audience.
Only once before has one network led the others by so wide
a margin in the area of news and public affairs programs.
That was during the political conventions, when the
nation's viewers spent almost as much time watching CBS
Television as the other two networks combined.
And never before has the nation's preference for CBS
Television's regularly scheduled programs been so clearly
registered. For in the simple act of selecting a channel, a
viewer chooses his favorite programs every day and
these votes too are carefully tabulated. Current returns
show that CBS Television has 8 of the 10 most popular
daytime programs, 9 of the 10 most popular nighttime
programs, and television's largest average audience —
day and night.
This constant vote of confidence from the constantly
growing television audience is the underlying reason why
America's advertisers continue to commit more of their
advertising investment to the CBS Television Network
than to any other single medium in the world.
CBS TELEVISION
Capsule case histories of successful
local and regional television campaigns
SULTS
HOMES
SPONSOR: lmn> & Skrivan, Inc. ^Gl N< Y: Direct
Capsule case history: The home building firm of Emer)
& Skrivan has to attract its prospective customers on week-
ends when homebuyers have the time to consider purchas-
ing in a leisurel) way. To accomplish this E & S lias tied
it- sale of new homes to the interesl generated in the Den-
ver area b) the Colorado I niversitj football games with
sponsorship of a 15-minute documentary-style program
ever) week-end following the regular CBS T\ Sunday after-
noon football games. Narrated l>\ KLZ-TV staffer Pete
Hansson, the quarter-hour show uses film clips ol the I I
fames and CI players along with a commentar) about the
i | t,.,lm. Featuring $18,000 to $35,000 homes in Boulder,
Col., the show is credited with attracting from 500 to 750
people each weekend to the homesites about 25 miles from
Denver. E & S also credits KLZ-TS with lour actual sales
during the first lour weeks the show was on the air. I he
weekK COSl of the -eiie-. which will 1 11 II for I () week-, is
SI 15 plus stati :osts. E ^ S will continue the -how
through football season then use basketball later this winter.
FLOUR
SPONSOR: Pioneer Flour Co. \(.l \< ^ : Direct
Capsule case history: \ 12-week amateur talent contest,
sponsored by the Pioneer Flour Co. of San \ntonio. pulled
Loll!. \otes from KGBT-TY. Harlingen. viewers. Since
votes for the viewers' favorites had to be accompanied h\ a
Pioneer label — two votes to each pound — the contest directlj
resulted in the sale of more than 251 tons of flour. During
the 12 weeks of the contest. 12 box car load- of Pioneei
flour had to hi -hipped into the area to fulfill the unprece-
dented demand. What made the results of the contest even
more interesting was the fact that each label had to he hand-
soaked o|f the Hour sacks and then taken, not mailed, t ic
ol 13 Edelstein Furniture Stores scattered throughout the
San Antonio Valley. Furthermore voters themselves were
not eligible to receive am prizes, all of which went to win-
ning pet lormers. Contest performances and all promotional
spots were aired exclusively on KGBT-TV. Announcements
were bi-lingual. Edelstein Furniture chain, which cooper-
ated in the contest on a purelj promotional basis, was so
impressed the) purchased a hea\ \ schedule for themselves.
Kl /-I \. Denver, Col.
PROGR \M: CI titer the Game
KGBT-TV, Harlingen, Tex.
PROGR \M: Talent Contest
MILK
■-I'i i\-a i|! : Prairie !• ai ms < reamei ies
AGENCY: Direct
Capsule case history: How would \ou like to throw a
kid- part) five times a week (Monda) through Friday) all
year round? \s a private citizen the thought ma\ make
you shudder but the Prairii Farms I reameries of Quincy,
III., which ha- been treating kids to it- dairj products ovei
t\ -in., October 1953. finds that it - g I business. Since
Prairie Farms -tailed sponsoring the < actus ( lub, it- sales
have risen from I 1'. to .'>_'', each yeai it's been on the ait-
while the company ha- advanced from Oth to I -t place in
Quincy dairy -ale- during that lime. Every day six kids
from the KIIO\|\ coverage area appear on the -how.
play zanies, watch a 14-segmenl of a Western and enjo)
plenty of fresh milk. Kid- yell in unison ""Man that's good
\d lib < o|i\ by the cowboy character who m.c.'s the
" Ml milk i- pood, and good for you. I want
rink at least three glasses a day, and when you ;el
Pi I Mm- Promotion foi the -how.
Ilii h i f)()() a J eal . include- bit thday and
"I- i" participants who sign Club year I k.
Min« I v III. PROGR Wl: I actu •
MEAT
SPONSOR: Southland Provision Co. AGF.\< ^ : Bradley, Graham
& Ilamliy
Capsule case history: Reaching children is one of the
best ways to get to a parent's pockethook and one of the best
ways to attract kids is with -i\ shooters and galloping
horses on celluloid. The Adventures of kit Carson, spon-
sored h\ the Southland Provision Co. ovei WIS-TV, Co-
lumbia, S.C., has been used b\ Southland Provisions to
advertise ii- \/alea Meats. To test the pull of the show
among youngsters in the Columbia market, Southland of-
fered a giveawaj item foi seven consecutive week-. During
the seven-week period, one announcement a day, Monda)
through Friday, was made ovei WIS-TV. According to Ed
Varonoff, publicit) directoi ol MICA-TV, the givea'.va) at-
tracted 7 1') requests foi the item offered. \- a test of
viewei reaction to the show the response was felt to be a
complete success. Reported \\IS-I\ - DolK Hamb) to
MCA l\. "We at WIS-TV feel thai the viewer reaction to
out free offei was excellent prooi ol the popularit) and pull-
ing powei ol the tdventures of Kit Carson. The objective
of the campaign was to reach the kid- and hit ('arson did it.
WIS-TV, I olumbia, S. I . PROGR VM: Idventurei o) ku ( arson
f,(j
SPONSOR
2 I no\ i \im:u 1956
Boy! do they
(Jsjn^Dallss!
ADVERTISERS GET BIG-TIME
RESULTS ON WFAA-TV
While these now famous puppets were hitting the "Big Time"
with WFAA-TV viewers - so were sales for BRYLCREEM
in the greater Dallas-Ft. Worth market. An unprecedented
3-year climb supported by a steady 3-year spot schedule on
WFAA-TV!
If you are looking for big-time results in the nation's 12 rank-
ing metropolitan market . . .
WFAA-TV
CHANNEL 8 — DALLAS
NBC-ABC
Covering 564,080 North Texas Television Homes.
Call Your
PETRYMAN
for complete market information
and availabilities
Sl'ONSOH • 24 NOVEMBER 1956
61
there's
something
special
about . . .
ouj 'saAijemasaidavj y-H
Xq pajuosajday
daquvA — jvninw — Qgy
s»ba\ 000'S — saptoopyi oit'T
lnoipauuoQ 'pjoji.iej-i
it's a
TELE-BROADCASTERS
station
TELE-BROADCASTERS, Inc.
41 East 42nd Street
New York 17, N. Y.
MUrray Hill 7-8436
II Scott Killgore, President
Owners and Operators ot
KUDL. Kansas City, Missouri
WPOP, Hartford, Conn.
WKXL, Concord, New Hampshire
WKXV, Knoxvlllo, Tennessee
National and regional spot buys
in work now or recently completed
SPOT BUYS
RADIO
Block Drug Co., Jersey City, is now adding to present schedule for
Minipoo, dry shampoo. Purchased this week were stations in five
additional markets for four weeks. Agency: Dowd. Kedfield &
Johnstone, New York. Buyer: Bettv Nasse.
P. Lorillard Co., New York, feels that it's now put across the
popular filter price campaign for Kent Cigarettes. This week, Kent
enters five major markets to keep hrand before the public and in-
crease sales. Average of five stations per market is being used with
minutes and chainbreaks as vehicles. Combination of live and et
commercials is used in the drive scheduled to run about five weeks;
time periods vary, including afternoons. Buving is completed.
Agency: Young & Rubicam, New York. Buyer: Bob Gleckler.
Carolina Paper Mills, Inc., Rockingham, N. C, makers of Carol
Tissues, will probably be going into nine major markets the first of
the year. Contract time will be substantial, reports the agencv.
although concrete plans have not yet been formulated. Agency :
Ettinger Advertising, New York. Buyer: Seth Diamond.
Great Atlantic & Pacific Tea Co., New York, is being watched
with interest. First A&P Coffee Division spot radio campaign in
eight years took place 15-16 November. Campaign centered around
-ale 1 1 1 i » -i - of regular-grind coffee with LO announcements per da)
used on 90 stations in 40 markets. Featured were 20-, 30-, 60-
second announcements. Agency: Paris & Peart, New7 York. Buyer:
Weymouth Symmes.
Pepsodent Division, Lever Bros. Co., New York, will probably dou-
ble its present 30-40 markets for its 1957 toothpaste campaign.
Currently, buying is incomplete, but schedules should be definite 1»\
mid-December. Same Pepsodent yellow copy theme will be used
with various adaptations. Featured again will be minutes and 30's.
Agency: Foote, Cone & Belding, New York. Buyer: Dick Pickett.
Seeck & Kade, Inc., New York, is now looking lor availabilities
for its Pertussin, an expectoranl. to add to a present schedule which
i- in ill. mii in markets. Added markets — about 20 — will bring cam-
paign to a seasonal peak within a month. From five to 20 one-minute
innouiK ements are being and will be aired in each market. Cam-
paign i^ utilizing live, local personalities in commercials, with ju-t ,i
Few et's. Buyei is also seeking solid packages for the product, lim-
ing i- incomplete on the account, which has been using the spot
medium foi several years. Agency: McCann-Erickson. Buyer: Jay
Si hoenfeld.
TV
Texas Co., New ^oik. is about to bu\ for Texaco in an undeter-
mined numbei of markets, firm has recently initiated a spot radio
drive. (See "Spot buys," 27 October 1956, page 64.) The auto-
motive lubricant company lias never used spol t\ before according
sI'dNsoll
24 NOVEMHKK V)r>()
Spot buys
to the agency — though it has been hea\ \ in network. Campaign will
begin some time this month and reporte<ll\ will center around push
fur Texaco's super-octane gas. Agenc\ : Cunningham & Walsh,
New ^ <>ik. I5u\er: Jem Sprague.
Harold F. Ritchie, Inc. Clifton. \. J., present!) in about 100 mar-
kets with late-nighl movies, this week accomplishes changeover to
early evening. Philosophy is thai newer and larger audiences can
be reached between 7:30 and 10:30 p.m. via newer motion pictures.
Agency reports that change was completed in six weeks of negotia-
tions and earlv schedules go into effect in about (>(>-(>•"> markets this
week. Buying is completed in these markets, although agency is still
looking for earlv availabilities in remaining 35-40 markets. (See
"Spot buys," 3 November 1956, page 58.) No change in commer-
cial pattern. Agency: Atherton & Currier, New York. Buyer: Hu-
bert Sweet.
Para Laboratories Sales Corp., New York, is now looking for
availabilities for a 10-minute demonstration film for its nationally-
distributed Queen Helene Cosmetics. Show features Marion Carter.
Because 10-minute availabilities are difficult to find, firm is consider-
ing slots in any markets in which it distributes. Agency states that
if the program produces results, it will plan one-minute announce-
ment schedules in those areas where success is achieved. Buying is
on a continuing basis for the program but has not yet begun for
the announcement schedules. Agency: Huber Hoge & Sons, Inc.,
New York. Buyer: Diane Munhall.
Beech-Nut Packing Company, Canajoharie, N. Y., is reported
to be looking for availabilities on Eastern seaboard outlets for its
Baby Foods. More concrete plans will be formed after this week,
the agency reported at presstime. Agency: Kenyon & Eckhardt,
New York. Buyer: Lucy Kerwin.
RADIO AND TV BUYS
Liggett & Myers Tobacco Co., New York City, is reported to be
looking for 20-second and minute slots in a large number of tele-
vision markets and for minutes in radio. Shopping precedes heavy
campaign for firms L&M Filter Cigarettes and soon-to-be-nationally-
distributed flip-top box. One aim of the campaign (which will prob-
ably break first of the yrear) is to reach the college group. Limited
drive is currently taking place in five markets: Baltimore, Wash-
ington, Syracuse, Buffalo and Rochester. Agency: Dancer-Fitzgerald-
Sample, New York. Buyer: Martin Bruehl.
The White House Co., Harrison, N. J., reaches its radio and tv
market peak for both its Christmas Chimes and children's record
albums this weekend. Part of the campaign began last month with
limited radio and tv announcement schedules. Heavier portion of
the drive will last through 9 December 1956. This weekend. White
House will be in 58-60 markets on tv for both products; on a vary-
ing number of radio outlets in 30-40 markets for the record albums.
Television periods consist of minutes and participations. Radio
times have been purchased in five-, 10- and 15-minute segments. This
is the third year of an annual pre-Christmas broadcast media drive.
Agency: Victor & Richards, Inc. Buyer: Victore Lindeman, v.p.
SPONSOR
24 NOVEMBER 1956
THE BIG
"PLUS"
•v
IN
LOUISVILLE
. . . most popular disc Jockey by actual
vote, Paul Cowley plays the favorites,
picks the new hits, interviews celeb-
rities, and talks with his fans in his own
breezy style every weekday from 4:05
to 5:30 and nightly from 9:00 to 11:00.
Sundays he's the early evening radio
companion of the Falls Cities area with
music for good listening from 5:30 to
8:00. He's also the TOP SALESMAN,
by endorsement of his subscribers . . .
on Louisville's most-listened-to shows!
The "pop" personality on Louisville's
personality station . . . recognized as
the top for music, news and sports.
Represented by John Blair & Co.
Jb±=b*
WKLO
LOUISVILLE Tftr
63
Digest of the week's developments
in advertising and the air media
a WRAP-UP
ADVERTISERS
Sweets Co. adds four
more network programs
Newest purchase of alternate week
quarter-hour segments <>n four NBC
I \ shows gives the makers "I Tootsie
Rolls a grand total of -i\ network pro-
grams and ma) -park the re-entrance
other cand) firms on the network
telex i-i"n scene.
\BI shows picked up b) Sweets I o.
include two women's programs, Mod-
ern Romances and Tic Tar Dough,
along with kid fare. Howdy D",,il\ and
Cowboy Theatre. Earlier buys tlii>
month were on < BS I \ - Heckle and
Jeckle and Tales of tin- Texas Rangers.
Lanolin Tins has set aside a
s2.~>0.000 quarterl) ad budgel for its
new State Pharmacal division part of
which i- earmarked for a network l\
show. New product l" be introduced
-i, mi i- a drj dog shampoo tilled
I ,assie." . . .
Prudential Insurance, in a spe-
■ Ial simulcast on 2 I tecember, is in-
augurating "a new concept in stereo-
phonic sound." Christmas in Stereo
broadcast on Los Vngeles Kl I i radio!
and KIM \ (tv) will invite listeners to
Use both ladio and l\ sets, place them
about -i\ feel apart ami then watch
television while listening to radio. Mu-
sical program is expected to lie high-
• -i budgeted local balf-houi ever pro-
din ed.
A literal red carpel was used In
the American Stale |>ank ol Milwau-
kee to highlight its 23th anniversary
and whole radio ad campaign was
built around it. . . . Our million dol-
lars of Mitchell air conditioner two-
and-half million ad budget will go into
local radio -tv- newspaper saturation
campaigns in II" markets for the new
1957 line.
Olde Frothingslosh Pale Stale
Ale, an imaginary creation of local
radio personalit) Rege Cordic, has
(harmed listeners so much thai the
Pittsburgh Brewing Company, is pack-
aging it for real during the holiday
season. I'iii-I.ui^h Brewing normally
just sells Iron ('it\ and Tech Beers. . . .
Saturation radio snots have been
chosen as '"the most effective means"
to promote Christmas shopping in the
metropolitan area h\ Philadelphia
Merchants" Association. The Associa-
tion aims to combat competition from
the suburban shopping centers. Geare-
Maislon is the agenc\ .
I .'VI. 000 entries were received on
the Piel Island contest. . . . Gold Seal
has a verj clever Christmas premium
a pack of stencils for use in window
decorations with Class-Wax. . . .
Unique ii<--in commercial b) Vrapa-
ho Basin on KOA-TV. Denver, weather
show. I he -ki resort has inserts on
weather show map illustrating skiing
c "iidil ions.
Slenderella stor)
21 December will
in Collier's issue
:el heaV) radio
plugs for two week- beforehand. Cam-
paign will include 163 stations using
local spot plus CBS Radio network
shows sponsored h\ Slenderella. Com-
rcials will include mention of four
other lead articles as well as the Slen-
derella feature. Management \ssoci-
ates of Connecticut, agenc) for Slen-
derella. is also interested to see effect
of the radio promotion on Collier's
circulation.
AGENCIES
Gardner agency expands
farm marketing activities
Gardner Advertising agency, St.
Louis, long a specialist in farm market-
ing and advertising, takes an even
stronger step in merchandising its
farm know-how 1>\ setting up a Farm
Marketing Advisor) Board with broad-
cast media. cop\ and art sections. Paul
Nelson has been appointed farm spe-
cialist in radio and t\ .
Trade group explains
agency functions in book
Functions and services oi the adver-
tising agencj are outlined in a League
of Advertising Agencies' booklet which
has just gone into its second edition.
What Every Businessman Should
Know ihout Advertising Igencies
costs 2.V and details for business peo-
ple how the agenc) serves a client, how
an advertiser can sided an agenc) and
how a client can get the most service
REPS
Mill.
I in
TV STATIONS: WBKB "Family Station"
moii, i dramatical]) illustrated li\ real fami-
lii ■ ngaged in group ai tivit) shown on slides
RADIO STATIONS: Mil bad Da) and W VRL
both celebrating theii Huh birthda) as
thi youngster becomes president-for-a-day
SPONSOR • 21 NOVEMBER L956
SPONSOR
NOW
PUBLISHED
WEEKLY
WITH A
FOUR-POINT
EDITORIAL
PROMISE
1. essential reading
2. useful reading
3. fast reading
4. easy reading
A complete weekly wrap-up
in deptli for busy agency
and advertiser readers.
Seven out of ten copies to tv/radio-
minded agencies and advertisers.
from tlic agency. Copies can be or-
dered from tltt' League at 220 \\ . 12nd
St., New \ ork.
Mars, Inc., Chicago cand) manu-
facturer, moves its $2-million account
to K.llo\ Bee\e- ll.Mll l.fii Bill lift t . . . .
. . . F. H. Hayhursl Co.. Toronto
and Montreal, will handle the Nestle
of Canada account after 1 March, serv-
icing nine of its food and medical
products. Anion" them: Neslea, Ever-
Ready Cocoa, Semi-Sweel Chocolate
Morsels. Lactogen. Vrolion. I'elargon
and Nostargel.
Bermingham, Cast It' man «5t
Pierce, New York, is marking its
25th anniversary, and has designated
three men as new officers and direc-
tors. They are John Muller. vice presi-
dent and treasurer; Porter Leach, vice
president who will take charge of
motivation research studies; and Mer-
rill Lindsay, vice president-secretarj
and director of public relations. . . .
Kudner Agency president J. H. S.
Ellis announces that the New York
agency is inaugurating a management
training program for selected staffers.
First to participate in this special
training is Lloyd Delanev. who has
been with the agency 14 years. He
will attend the Harvard Business
School.
NETWORKS
NBC TV realigns
a.m. program line-up
Ding Dong School, which has had
only two quarter-hour sponsors this
season. will he missing from NBC I A s
morning line-up after 31 December.
Realignment will move the Home show
to the 10-11 a.m. slot; The Price Is
Right, new audience participation
show, will switch to 11 a.m.: and a
new program will take over the 1 I :30-
n. Mm berth.
ABC Radio morning
block adds more advertisers
\B( '. Badio continues to add spon-
sors to the roster for its segmented
morning -hows si\ new sales and two
renewal- have been racked up this
week. Since the segmented selling plan
i Please lum to page (>'<> •
no more Siesta
inTUCSQN
just bounding
I • ••
3rd fastestgrowhuj
market in the USA.
KOPO-lV
13
A Gene Autry Enterprise • E. S. Mittendorf, Cen. Mgr.
Ceorge P Hollingbery Co, National Rep
SPONSOR
24 \<>\ EMBER 1950
65
INDIVIDUAL
WXYZ-TV is Detroit
KGO-1 \ i- Hi*1 SAN l'l;W( [SCO l'.\V \1M \
hi.u I far ll
it.. ,1
■ I
-■
thir I
js^(jj;:-jjjgjj
ET INSEPARABLE
FBKB
IS
EAGO
KABC-TV
IS LOS ANGELES
WABC-TV
IS
m:\v yobk
, / . ,, \. 1 i nihil*
ni*i tteetls I ' ' ■ t,t. . , ,,I j..t , t
■ i Ollipll ' 111 in, I /■■'It' I "
II,,,' ,11 .„,„,.. I- ■. . \iffilu
mill •„!",, -I,,.,,, I, i,
I . . if a Irrel til
i, ./ ,i i I ,,..,, . i
• I , II I fit I I
In New York, Chicago, Los Angeles, San Francisco and
Detroit, ABC ownership and operation means
dedicated service to both advertiser and community.
Combining local tastes with increasingly popular
ABC Television Network shows, each operation
strives to reflect its market in every way.
Thus, the credo for Channel 7 in these key markets
of our country means business and entertainment
for the communities which they serve.
teltv.s.on network
ths back. 59 new
signed on, 27 of these
entirely new I" network radio.
Newest sponsors include: American
Pop i i ito Co. i both using net-
work radio for the first time), Good
Housekeeping, Mania ironing board
covers and Renuzit.
\B< Radio affiliates will receive a
7.3', increase in compensation as of
1 January. . . VB-PT lias declared an
extra common stock dividend of 30\
a share, lo<- over last year's extra
di\ idend.
England will be seeing Hitch-
cock Presents, successful CBS TV
mysterj series, next season. . . .
\li(Vr\"« < '.lu-M'tinc and l.niillici
series now ranks as number two in
hour drama- according to Nielsen's
second October report. The alternat-
ing programs produced b) Warner
l!i. .tliers showed a 11.2 share of audi-
ence topped onl) l»\ (.Umax with a
II.').
"Explosion advertising" is tele-
vision's meal according to Robert \I<-
Fadyen, NBC manager of sales and
i indising plans. McFadv en's
term refers to showmanship approach
to "blast people out of their inatten-
tion." Examples cited: prime sports
events identified with Gillette, and
Petei Pan which gathered the largest
single advertising audience ever for
I ord and RCA.
COMMERCIAL
Lever spurs efforts
on film quality front
' Bros, long concern with lack
of improvemenl in film commercial
qualitv has begun to beai fruit.
issistanl program manager,
Richard Dube, told meeting of Nation-
al Television Film Council in New
\<>\V I") November thai committee of
ies have been at work on
the problem foi 10 week-. fnter-
nsists ol BBDO, I ■'< !&B,
JWT. KM . OB&M, SS< &B.
Dube also revealed that agenc)
it Level House two
uslv with representatives
1 BS and NBC) and
■ uup -.1 |.; New \ . ,i k film produc-
-t of id. in members of Film
Producers* \--n ..I Y Y.. to air pi ob-
lems. Result of this confab is that
II' \ has tapped two members for liai-
son and held two meetings on the sull-
ied of improving film quality. FPA is
also preparing a stud) of film quality
standards.
In addition. Lever people have con-
tacted Television Bureau of Advertising
and Academy of Television Arts and
Sciences. Lever is seeking TvB's help
in increasing number of stations with
35 mm. projection equipment.
Offers pre-tested,
open-end tv commercials
Pre-tested open-end tv commercials
are being offered by Animation, Inc.,
of Hollywood. Alread) completed and
in use. according to Animation presi-
dent Earl Klein, is a used car commer-
cial tested in Detroit. The company
will also release a series of commer-
cials hir hanks.
"Each of the spots can be easily
adapted to regional use merely by add-
ing the name of the local sponsor,"
Klein said. '"Sharing the original cost
of the film among several non-com-
petitive clients seems a logical way to
spread advertising dollars. I expect
this savings factor will attract more
advertisers to spot tv and help others
increase their use of tv time."
Outstanding animated commer-
cials will he on view Monday (26 No-
vember) at a Film Festival held at
Hotel Pierre, New York. Affair is
sponsored h\ Screen Cartoonists Local
.'111. Titled "'Animation One." show-
ing w ill be in hotel's ( Irand Ballroom
between 5:30 p.m. and midnight. Be-
sides display- of animation, there will
he a continuous showing of a specially
prepared film featuring examples of
animation taken from files of partici-
pating producing firms.
Peters, Criffin, Woodward
to install giant calculator
Peters, Griffin, \\ oodward this week
announced that it will install a Rem-
ington-Rand giant calculating machine
in it- New ^ hi k offices.
Similar in pi inciple to T\ B's
planned \{ \\l \C. the calculator will
he a storehouse for information on
availabilities, rates ami allied data.
It will process information gathered
from P,( . \\ - .'I radio and t\ outlets.
I See ''Sponsor Asks," page 50 for how
timehuyers may use giant calculators
as aids in bu\ ing. i
REPS
Kentucky Radio Sales, which rep-
resents 30 stations in the state of
Kentucky, is making it possible Eor
advertisers and agencies to hu\ from
one to 30 stations on one contract,
hilled on one invoice and paid on one
check.
Says Ham McTigue. president of
the firm: "I have recently opened the
company after 29 years in the radio
business, the last 13 of which were
-pent with WINN, Louisville, as presi-
dent and general manager. Having
sci\ed as president of the Kentucky
Broadcasters Association. I think I
know the problems of the industry."
H-K Television salesmen shown in
picture on page 64. have become hon-
orary Texans as a result of KGBT-TV,
llarlingen. Tex., promotion. Ten-gal-
lon approach is geared to bring the
Texas spirit to Madison Ave. The men
plan to wear their Stetsons whenever
they make sales calls in behalf of the
llarlingen outlet.
Slide presentation on spot radio
for life insurance companies has been
developed In John Blair \ Co.. accord-
ing to Robert E. Eastman, executive
\.p. of the firm. The presentation is
being given to the executives ol the
large insurance companies. Says East-
man, '"Most insurance advertising has
traditionally been magazines and direct
mail. The five leading magazines, how-
ever, used hv insurance firms, reach
onl) 12' . of the population ; so the)
must broaden their media base hv the
addition of spot radio." Spot radio.
he feels, can he used elTecliv elv through
its personalities to open dour- for the
life insurance agent.
Peters. Griffin, \\ oodward re-
el ntlv him. He I I. mi more employees
for five-year service, bringing total
number of awards since I'MO to 13.
The him recipient- of gold watches
and gold desk plaque- were as follow-:
Roberl E. Bailev. tv account executive:
Gertrude Collins, tv cost estimator;
Joan Brell. radio sale- -c< •retarv and
Felice Friese, also radio sales secre-
tar)
68
M-nv-ou
2\ NOVEMBER 1956
TV STATIONS
WSTV-TV discloses new
coverage story to New Yorkers
\\ ST\ T\ . Steuhenville, Ohio, brass
and staff last week unveiled their new
coverage and market stor\ in a series
of hotel breakfasts.
Basing its presentation on latest
Nielsen Coverage Survey. WSTV-TV
highlighted these figures: 111 1.045,-
580 homes; (2) 4,531,600 population;
(3) $7,347,533,000 total income; (4)
the 498 retail outlets in Steuhenville
alone do $80 million retail a \ear.
Nielsen survey also showed WSTV-
TV to be second listened-to station in
Pittsburgh.
WDB) AM-TV completes
$2 million expansion plan
The 18-month expansion program
just completed by WDBJ Radio and
IV. Roanoke, at a cost of $2 million
has seen a former 22.000-square-foot
building turn into a 98.000-square-
foot modern structure for combined
radio-tv operations.
Along with the expansion move, two
appointments were announced recentK :
Ray P. Jordan, managing director for
the combined operation has been upped
to v.p. in charge of broadcasting and
John Harkreader. assistant manajjinK
director, is now assistant v.p. in charge
of broadcasting.
New tv stations: In the period be-
tween 5 November and 17 November,
there were five construction permits
granted and three applications for new
stations. One station was authorized
to begin operation.
Construction permits were granted
to: People's Broadcasting Co., Lan-
caster, Pa., for channel 21, 17 kw
visual with 360 foot tower; Brazos
Broadcasting Co.. Bryan. Tex., for
channel 3. 60.3 kw visual, with 111)
fool tower; Paducah Newspapers Inc.,
Paducah, Ky.. for channel 6. 58.3 kw
visual, with 630 foot tower; Pine Tree
Telecasting Corp.. Augusta, Me., for
channel 10, 316 kw visual, with 560
foot tower and Stevens-Wismer Broad-
casting Co.. Port Huron, Mich., for
channel 34. 22.0 kw \ isual, with 30
foot tower.
New applications were made by :
W ilson Broadcasting Corp., Worcester.
MOIW EVEN MORE THAN EVER
Stoc6to*t'4 Ttttet ^.i4te*teel ta Station
HOOPER KAD/O AUDIENCE INDEX
STOCKTON, CALIF.
JANUARY- MARCH, 1956
MONDAY THRU FRIDAY
7:00 A.M. -12:00 NOON
RADIO
SETS
IN USE
c
N
KSTN
A
M
OTHER
AM & FM
SAMPLE
SIZE
l«f.8
17.9
h.2
47.2
13.0
9.3
e.k
9,707
MONDAY THRU FRIDAY
12:00 NOON-6:00 P.M.
RADIO
SETS
IN USE
c .
rk
KSTN
A
M
OTHER
AM & FM
SAMPLE
SIZE
10. 8>
20.7
7.3
35.0
15.1
9.5
12 .k
12,026
Spring 1956 Hooperatings
show KSTN increases dominance
of *Stockton Radio Audience.
*America's 92nd Market
Tttcutc •'Hew* • *PeMOH€Uitie&
Represented by Hollingbery
SOUTHWEST VIRGINIA'S I'lOStee/l RADIO STATION
fHE ONE THEY LISTEN TO
OST ... IS THE ONE TO
UY!
In Roanoke and Western Virginia
—that's WDBJ
Your Peters, Griffin, Woodward "Colonel"
has the whole, wonderful story
AM 960 KC
m 94*9 mc
Owned and Operated by TIMES-WORLD CORPORATION
PETERS, GRIffIN, WOODWARD, INC., National Representative*
SPONSOR
24 NOVEMBER 1956
69
lannel 6, New Bedford.
m) U visual, tower 1,000
e terrain, plant $560,-
arh operating cost S475.755:
Tri-Cities Broadcasting Co., Monahans,
r channel 9, with 27.5 kw
,1. tower oll> feet above average
terrain, plant S149.061, yearly oper-
ating ~ iO.OOO. and E. \nthom \
- Inc.. New Bedford, Mass.. for
channel 6. 1(H) kw visual, tower 1,000
feet abo\ e a\ erage terrain, plant
,.rl\ operating cost $7i
000.
e new station on the air is
k(i\\ - 1'\ . Portland, Ore., which began
operating \ vember with a test
pattern prior to its commercial start as
an ABC l'\ affiliate 17 December.
rit\ stockholder is Mrs. \. Scott
Bullitt. KING-TV, Seattle.
Color t\ i« coming to Tucson in
-rami style. KVOA-TV, in coopera-
tion with the Junior Chamber of Com-
e and other ser\ ice and promotion
inizations. i- staging a color pageant
complete with parade and old west
trappings 24-25 November. . . More
■ dim- promotion from KTVT with
slide used on adjacencies to NBC color
shows proclaiming, "If vou're not
watching this show in color— you're
— i iiix half the show." This campaign
- launched by Flint Distributing and
five of its RCA dealers.
"Hi.- Family Station.*' V\BKB
- getting pictorial play through
the use of slide- showing individual
Chicago families in a group with oxer-
lav of "The Scott family of Chicago
watches \\ BKB." i See picture page
6). . . . WBZ-TY participated in
Fire Prevention Week celebration in
Boston by sending its cowboy star.
Rex Trailer, up a 110 foot fire ladder
to do rope tricks. Rex also managed
to deliver a Milky \T ay commercial
from atop his dizzy perch.
Veteran broadcaster. Tom
Harker. has resigned from Storer
Broadcasting. Bob W ood will succeed
him as National Sales Director. . .
W \ V( VM-TY. Boston, has added
Frank Luther to its staff as consultant
on children's programs and public
affairs.
KYW-TV, Cleveland, reports an in-
teresting item in the aftermath of the
recent newspaper strike. NS hile the
strike came in the middle of the elec-
tions and the world crisis, suburban
newspapers and house organs found
that people asked most for radio and
tv schedules rather than the latest
news. Main of these suburban papers
and house organs plan to run regular
schedules now that the strike has dis-
played such high public interest
RADIO STATIONS
San Diego stations
sell market together
AH seven San Diego radio stations
have banded together to establish that
city as a market unto itself. Objective
i- to overcome the feeling of timehu\-
ers and media people that San Dieg
a suburb of Los \imeles.
The group's presentation shows that
San Diego is 125 miles from Los An-
geles— while Philadelphia is just 90
miles from New York: Chicago 105
miles from Milwaukee. If Philadelphia
is considered a separate market from
New ^ ork i and Milwaukee from Chi-
cago! then San Diego should be con-
sidered separate from Los Angeles, the
presentation contends.
1 he attractive presentation also
profiles the lower California city —
population, income, sales, set circula-
tion."
Two-) ear sales record was broken
by K\ \\ . Cleveland, with its October
billings topped b\ J i sales for the
same time period last \ear. . . Vi ARL.
Arlington. Ya.. made note of its 10th
anniversary by conducting a contest
for a youngster of 10 who was born
close to the time the station took to
the air. Young Michael Alan Day who
was born within six minutes of that
time was made president-for-a-day and
took over management for 24-hours,
See picture p.i_- I I.
Harry Mason Smith, veteran
utive, is retiring as v.p,
and head of X\ LW -Radio. He w ill con-
tinue to serve Croslej as - ial repre-
sentative and consultant. . . . Vt TIC.
Hartford is backing a 4-H project to
raise $250 for vegetable seeds to send
to Chinese boys on Form" -
rriangle Stations have -cored a
million dollar sales week through
Likes his spots...
r
-. Milwaukee
■ c d
A A
I
NSOH • 21 Xt>\FMBER 1956
national advertisers buying into fea-
ture film programs. Biggest single buy
came from Bristol-Myers with a 52-
week contract for sole sponsorship of
a film a week on each Triangle station.
Other national advertisers include
American Tobacco. Br) Icreem, Ponti-
ac, Raleigh, and Coca-Cola. . . .
FILM
Audience promotion
scheme seeks $$ claimants
Max Factor and WIMX. New York,
are using an audience promotion gim-
mick to exploit the advertisers spon-
sorship of The Tracer.
Distributed by Minot TV. the show
is based on case histories from the
files of the Tracers Company of Amer-
ica, which locates people sought as
heirs to unclaimed stock dividends,
bank accounts, etc. The company is
currently holding $2,750,000 in un-
claimed assets.
The film show is bracketed b\ live
appearances of the station's chief an-
nouncer, John Tillman, who gives
actual names of people sought in the
metropolitan area. Viewers are in-
vited to send in tips on those sought.
After a month on the air. the show has
been responsible for the locating of
10 persons, heirs to more than $30,000
in unclaimed monies. Latest ARB rat-
ing gives the show a 5.3.
This "giveaway" gimmick will also
be used by other sponsors of the show.
White and Shufford Advertising re-
cently announced that Standard Oil of
Texas will present the show in five
Texas and New Mexico markets.
Walter Soli whinner will distribute
the first tv golf series involving com-
fflftH' People are
Looking /HOW
Alabama's 0€W
BIRMINGHAM
in Television
BLAIR-TV
plete 18-hole matches. Plans have
been completed by Chicago sports film
producer Peter DeMet to shoot the
one-hour All-Star Golf series. Kpisodes
wil be shot at five clubs in Phoenix
and Tucson, Ariz. Competing for the
$78,000 in prize money will be Car)
Middlecoff, Sam Snead, Gene Sarazen,
Jimmy Demaret, Jack Burke, Jr.. Ed
Furgol and others. . . . S. W. Cald-
well, Canadian rep for CBE Film, has
sold Life Willi Father to Delnor Fro-
zen Foods and All detergent (Monsanto
Canada, Ltd.) for showing on six Ca-
nadian stations and one U. S. border
station.
Screen Gems has started produc-
tion on Johnny Wildlife, its first all-
color series. The series will be pro-
duced independenth for Screen Gems
b\ Briskin-Wildlife Adventure Co.
with Jack DeWitt as producer. . . .
CBS Film, which is preparing to sell
Assignment Foreign Legion, starring
Merle Oberon, reports it is the top-
rated tv program in England, where
the show was produced. Television
Audience Measurement gave it a 76.8.
WCN-TV feature strip
hits 73.8 audience share
\\<;VTV's 10 p.m. feature film
strip got a cumulative 73.8% share
of the audience for nine quarter hours
according to October ARB figures.
The first run film, "How Green Was
My Valley," also pulled a 28.1 high
quarter hour rating with an over-all
average of 24. 1 .
The Chicago station programs the
10 p.m. strip with four first-runs and
three second-runs per week. ARB fig-
ures show consistent drawing power of
the features in average high quarter
ratings for Jul) through October:
Sundays, 32.0; Mondays, 16.1; Tues-
days, 13.5; and Wednesdays, 15.0.
Feaure films are also scheduled in
earlier evening hours Saturdays and
Sundays. Sponsorship is by single
local advertisers with average length of
sponsorship topping four years. WGN-
TV notes interest of national advertis-
ers, however, -ince recent establish-
ment of a national sales staff.
Feature films are riding the
j erest as well at KRON-TV, San Fran-
cisco. ARB show- the station's "Ma-
jor Movie Premiere" pulling a 17.0 —
higher than all the other stations com-
bined ratings. Callo \\ ine Co. has
complete sponsorship.
RESEARCH
Tv audiences up over
1955, says TvB presentation
Figures on tv's growing audience
highlighted the Television Bureau of
\il\eiti-ing's presentation "Bevond the
Motion Barrier" at New York's Wal-
dorf Astoria 16 November.
Using Nielsen figures, the TvB dis-
closed that the number of homes using
tv per average minute during the first
nine months of 1956 was 18% higher
than the comparable period in 1955.
Gene Accas, TvB director of opera-
tions, pointed out the increase in tv
viewing was shown for every month,
during the entire day and through the
three day parts (morning, afternoon
and evening). The only exceptions
were morning viewing in June and
Februan .
A comparison of network program
audiences during the first nine months
of 1955 and 1956 showed, according
to Nielsen, the following increases in
delivered advertiser audiences: (1)
average weekdav da\tinie program up
21%; (2) average weekend daytime
program up 24' < : I 3 I average eve-
ning program up 18%.
STOCK MARKET
Following stocks in air media and
related fields will be listed each issue
\ illi quotations for Tuesda\ this week
and Tuesday the week before. Quota-
tions supplied by Merrill. Lynch,
Pierce, Fenner and Beane.
Tues.
1 ties.
Net
Slock
13 Nov.
20 Nov.
( lhange
Sew )
ail, Stoch Exchange
AB-PT
-';•,
■ Vs
AT&T
170',
167%
-214
Avco
6
5%
- %
CBS "A"
29%
29%
- %
( iolumbia Pic.
1H\
18%
I. ocw g
I •' ' ,
19Y4
Paramount
29%
27%
-2
RCA
17
1 1 •-,
-2%
Storer
25%
25%
- 3*
20th- Fo x
24
_'l
\\ ai m i l$ros.
.'7
26%
- V*
\\ estinghouse
54%
52
-2 > ,
Aincrii an Stoi 1.
Ext hange
Ulied Vrtists
1".
Pi
- '-.•
< \( Super
L%
Pi
+ %
( urn i II ( lollier
5
1
-1
Du Monl 1 abs
5
1:!.
- '«
Guild Films
3
3
\ 1 \
m',
8
'•
SPONSOR
24 NOVEMBER 1956
71
4 4tate& rfnea
Made One Great Market by the Only
Coverage Beamed to Unify This Potential
«... Arlc-
Okla.
THE RECENTLY DESIGNATED
TEXARKANA METROPOLITAN AREA
WITH 28,000 TV HOMES
IS THE HUB OF
THE MARKET TELEVISION BUILT!
165,000 Sets Now in Range of the
KCMC-TV Maximum Power Signal.
58% Total Weekly Share of Audi-
ence in 26 Counties. (Feb 1956 Teiepuise)
L
La.
"Over 250 Sponsored Network
Hours per Month"
CBSf,
ABC
INTERCONNECTED'
R M. WINOSOR RICHARD M. PETERS
Dir. Notl. Sales & Promotion
Represented by
Venard, Rintoul and McConnell, Inc.
KCMC-TV
CHANNEL 6
TEXARKANA, TEXAS-ARKANSAS
What's happening in Government
that affects advertisers and agencies
WASHINGTON WEEK
24 NOVEMBER
Copyright 1996
SPONSOR PUBLICATIONS INC.
NARTB has made itself a party to the Caples Company's court fight to over-
turn the ban on Play Marko as a lottery.
In its intervention as a friend of the court the NARTB raises these points:
Whether the program is good or bad is beside the issue.
Some 4,000 stations would be barred from engaging in sales promotion requiring visits
to stores, while printed media would be under no such handicap.
True prize, chance and consideration constitute a lottery but required store visits to
pick up a playing card do not represent enough of a consideration on the part of the players
to violate the law.
The Supreme Court in a ruling on the case previously held that mere listening is not
enough of a consideration to put such giveway programs in the category of a lottery.
Now the FCC maintains that visits to stores where sponsor's product is sold does consti-
tute such consideration.
Looks like Liggett & Myers appears to be setting the stage for a court test of
the promotional provision in the Robinson-Patman Act.
The cigarette manufacturer thinks that the section which bans discrimination among
customers in granting promotion allowances is unconstitutional.
The attack will be closely watched by advertisers and by networks, whose radio and tv
practices involving tieups with supermarkets to the benefit of national sponsors were hit
recently by FTC action under the same section (2d).
L&M has been charged by the FTC with flouting the act by:
• Making payments to some dealers and not all for promotional favors.
• Paying an automatic vending machine firm for dispensing matches advertising the L&M
products without making the same deal available to other machine operators.
L&M contends it did all this in good faith to meet competition but founds its main
defense on what it says is the unconstitutionality of the act.
FTC will have to brush aside the L&M defenses of the attacked practices before the issues
can be joined on constitutional grounds. That this will happen looks pretty certain.
Full hearings will have to be held before the FCC before any VHF grants are
cancelled or LHF assignments substituted in the seven cities singled out for
deintermixture.
The reason: the FCC's lawyers have counselled such action since court fights on the
changes are certain.
There's a 3 December deadline for written arguments in the cases of the 13 areas
involved.
Markets affected are: Evansville, Ind.; Hartford, Conn.; Peoria, 111.; Fresno, Calif.;
Madison, Wis.; New Orleans and Springfield, 111.
FCC is being pressed for action on the clear channel issue from two sides.
The 14 50K stations, which compose the Clear Channel Broadcasting Service, and the
opposing daytime stations think its about time the case was finally settled.
No hearing have been held since 1947 on the CCBS' petition for security of the clear
channels. CCBS says it can make ready quickly because all it has to do is bring the data up
to date.
Stations in opposition to clear channel protection take this stand:
Clear channel giants no longer need the elaborate protection as in the early days of radio
to assure full listener service because hundreds of stations have since sprung up in even the
smallest communities to provide this service.
SPONSOR
24 NOVEMBER 1956
73
thing succeeds like sviccess!
operated by: Radio and Television Dlv. / Triangle Publications, Inc./ 46th & Market Sts., Philadelphia 3», Pa.
WFlL-AM • FM • TV, Philadelphia, pa. /WNBF-AM • FM • TV, Blnghamton, N. Y.
WHOB-AM.Harrlsburg, Pa./WFBG-AM«TV. Altoona, Pa./WNHC-AM^FM-TV, New Haven, Conn.
National Sales Office, 270 Park Avenue, New York 17, New York
PITTSBURGH
between PITTSBURGH
and HARRISBURG
Here's evidence— proving beyond any doubt— that you get
over 75,000 more TV homes in central and western Pennsyl-
vania by buying WFBG-TV in combination with Pittsburgh.
No Other Station Combination in the Area Produces This Maximum
Audience. Proof: ARB, March, 1956 Coverage Study.
THE ONLY BASIC CBS- TV STATION
SERVING THE AREA
WFBG-TV's Unduplicoted WFBG-TV's and Station B's Pittsburgh's Primory Area
Primary Area Duplicated Primary Area
WFBG-TV
AITOONA, PENNSYLVANIA
Channel 10
ABC-TV • NBC-TV
Re pre tented by BL AIR-TV
operated by: Radio and Television Div. / Triangle Publications, Inc. / 46th & Market Sts., Philadelphia 39, Pa.
WFIL-AM • FM • TV.Philadulphia, Pa. / WNBF-AM • FM < TV, Blnghamton, N. Y.
WHGB-AMjHarrisburg, Pa./ WFBG-AM «TV A'toona, Pa./ WNHC-AM • FM -TV.New Haven, Conn.
National Sales Office, 2 7 O Park Avenue, New York 17, New York
A roundup of trade talk,
trends and tips for admen
SPONSOR HEARS
24 NOVEMBER The biggest talent proposition in a medium noted for bigness is being con-
sponsor publications inc. sidered by NBC TV. It involves Frank Sinatra.
Sinatra is envisioned as singing, acting, mc-ing, and sparking a half-hour show that
would add up to between a $150,000 and $175,000 gross for his end alone. For this
he would do 26 shows a year for three years -providing that at the end of that time he
would have netted about $3-million for himself.
CBS and ABC have a chance at the grab-bag, too, through Sinatra's agent, the William
Morris office.
Nobody wants to share his program alternately with a sponsor who makes the
combination look ludicrous — a cake mix, say, with a tummy-ache remedy. And nobody
is more careful about such mixups than the cigarette companies.
That's why American Tobacco, which controls Hit Parade, thought it expedient that
Listerine's advertising be confined to a winter time schedule — and then only on a real
safe and sane subject: colds.
The tide of electronics has some strange eddies. One that's swirling around right
now concerns union sanction of modern troubadours — the instrument-playing person-
alities and groups who wander from spot to spot.
To keep these fellows from spoiling local employment, the AFM ruled in the horse-and-
buggy da\s of broadcasting that the itinerants stay put for six months before they get a
transfer card.
Today, however, the power of stations is such that the minstrels can spring up on the
edges of the coverage area, seek employment at the station, and be stymied for half a year
— because the union ruling of "station-city" may include only 30% of the cover-
age area.
Stations are hoping that Jimmy Petrillo will sympathize with this homeless tribe and
get everybody off the hook.
A by-product of tv that's become more and more alluring to big sponsors
is an in-the-flesh claim on the star-host or name announcer. Because the audience
(including dealers and distributors) can see and hear the personality (sometimes in color)
he is in demand as the friendly, trustworthy guy that lends a glow to his sponsor.
But tins takes a special kind of person. He must have:
• A willingness to travel.
• Broad interests.
• Professional training and tact.
• A hardy stomach for chicken dinners and winter plane rides.
This is a long throw from the old-stvle corporate ambassador whose ability with stag
joke« and spirits marked him as the "good time" salesman. The new version — like tv — must
be the "parlor ! pe whose gentility makes the whole family at home.
Two outstanding exampli - of the new- a;enre of goodwill salesmen are Ronald Reagan
and Bill Lundigan, hosts of the General Electric Theatre and Climax! (Chrysler), respec-
tively.
'• ore that, l"«l Sullivan already had hopscotched around country for Lincoln-Mercury.
(if the name announcers who double much as goodwill travelers, Betty Furness is pretty
much in a class 1>\ herself money-wise and as an attraction. On a smaller scale there's Mary
Kay :m«l Johnny, attached to I S. Steel. They're guaranteed $40,000 a year for the two-
fold function of uncers md goodwillers.
SPONSOR • 24 NOVEMBER 1956
IDig tlieit rioli.
Oin.oi:n_:n.£iti market!
"ITotjl can do it -witli
Yes— the "Queen City of the West"
is bustin' out all over. New plants-
big ones! Tremendous home-building
activity! Gigantic expressways to
ease traffic congestion and provide
convenient ingress and egress!
And Cincinnati folks are alert to
what's happening. They listen to
WKRC— at home, and in their cars.
You can tap this billion dollar Plus
market by using the station greater
Cincinnatians prefer all day long.
Daytime provides the most radio
listeners— and WKRC leads All Day!
Leads All Day
A TAFT STATION • Represented by the Katz Agency
FOR CINCINNATI. THERE'S ANOTHER KEY
ITS WKRC TV
Exclusive CBS Schedule
Ken Church. Vice President and National Sales Manager . Don Chapm. Manager, New
York Office. 550 Fifth Ave. • RADIO CINCINNATI, Inc.. owners and operators of WKRC
Radio and WKRC TV in Cincinnati, and WTVN Radio and WTVN TV in Columbus. Ohio.
Sl'O.NSOK
24 NO\ KMBER 1956
77
KPRS
is the KEY to
Kansas City's 127,600
Negro Market
o
n
The ONLY station in the rich Kan-
sas City Metropolitan area beamed
exclusively to the Negro Market . . .
KPRS
1000 W. — 1590 KC.
Kansas City, Missouri
Represented nationally by
Joseph McGillvra, Inc.
SPOT RADIO
[Continued from page 24i
linn* in favor <>f tv. Even today, its
>l>ol i\ billing is some eight times larg-
er than its spot radio expenditure, but
this agency's v.p. in charge of media is
currentl) superv ising a major research
project to determine radio costs and
optimum frequenc) .
"We ma) he slower going back into
the medium on a large scale thai) some
other agencies."" he told sponsor. "Es-
sentially, this is because some of the
drive into radio stems from the pinch
on budgets created by tv. Most of our
clients have such large appropriations
I hat thev can afford to use tv with ade-
quate frequency. But I suspect that
spot radio will continue to increase in
l he future. And I know we're going to
recommend it for more clients since it
affords good frequency at an advan-
tageous cost. We feel there's not much
difference throughout the day and ad-
vertisers can get the most out of the
medium by buying a spread through-
out the das ."
I his. in more detail, is how agency
inediamen and rep executives analvze
the current trends in spot radio buy-
ing:
I. Siiturations — While isolated ac-
counts used as many as 100 and even
200 announcements weekly as long as
two years ago. higher frequencies have
ecome the rule rather than the excep-
tion this year. Even Nescafe, a pio-
neer of the radio saturation blitz, has
stepped up its frequency this year.
Other advertiser-, like Carter's Arrid.
for instance, (through SSCB I wenl
hack into radio on a modes! level last
fall, with a five-a-week frequency.
This year, encouraged l>\ the results.
\rrid is buying 13 a week, and mav
step up the frequencj even more in
season. \rrid also doubled its radio
tarkets from 35 lasl yeai to some 80
market- tin- v eai .
'"Spot radio has bee a part of
Pall Mall- regular schedules." says
SSI I! huvci \\ allel lioue. "\\ e' '\ e not
onl) stepped up the frequenc) in driv -
ing i ime from live to 15 a week sin< e
lasl year, bul we've substantially in-
i 1 1 ased our mat kit coverage. This
j eai we're in 103 of the top 1 25 mar-
kets."
\' si -ilc I through Br) an I louston I
ii-es anywhere from 2"> to 250 an-
nouncements wceklv thi- year, often
into .i- man) as -even station- in
>ev mat kit-. I he in I, ml coffee gen-
erally uses some 90 stations in 50 top
markets for three annual promotions.
i For other examples of current spot
radio campaigns, see Spot Bins, page
02.1
2. Flurries -The use of high-fre-
quencv waves of radio activity came to
a peak of popularity last year; in 1955
it wasn't unusual for an advertiser to
go into a market for two weeks, stav
out four, go hack in once more. This
year, there's a general trend towards
staving with a schedule longer. Even
the two-week advocates, again like
Nescafe, now sta\ in for four, six or
even 10 weeks at a time.
"This is particularly true in launch-
ing new products, says K&E associate
media director Phil Kenny. "Spot ra-
dio has become popular in introducing
new products, often in combination
with newspapers as well."
Quaker State I through K&F i had
been a traditional print advertiser.
Last year the account tried radio, both
network and spot. The effort was so
successful, that one-third of the ac-
count's budget this year is in radio,
with more frequency of announce-
ments used for longer time in more
markets. The emphasis is on weekend
and peak driving hours.
"Most advertisers still concentrate
their radio spending in short flurries,'"
savs Kenny. "But concepts of 'short'
are changing from two-to-four weeks
to more eight and 10-week cam-
paigns."
The indication is that longer cam-
paigns give clients the benefit of hetter
cumulative ratings, making it possible
not only to reach more radio-home-,
hut also to reach them with more ef-
fective frequencv than the two-week
blitz might deliver.
\- BBDO media director Fred Bar-
rett told sponsor, in analysis of
BBDO's recent booklet, "\ Discussion
of Radio," the emphasis is on finding
new ways to reach more people more
often at a low COSt. < 'lie example cited
was a recent 55-slation bin for a
BBDO client (see How BBDO uses
iadio today," sponsor 27 October
1956) :
BBD< • bought over 50 stations for
L3 weeks with about 25 or 30 an-
nouncements wceklv per station. I he-e
announcements were a combination of
run -of -schedule plus fixed-position
buys in high-rated slots. The empha-
sis was upon reaching the highest num-
I, ci ,.l different homes. To BBDO, this
mean- Inn in- sufficient wattage and
M'ONsnii
21 Xi iv I MHKH 1956
keeping the campaign going long
enough to benefit from audience turn-
over.
3. New clients — Foods and drugs
have come into the medium increas-
ingly in the past year. But new ciga-
rette brands are probably the most
notable newcomers to spot radio.
"Among the new advertising cate-
gories or those which have allocated
more to spot radio are the new ciga-
rettes," says George Dietrich. NBC
Spol Sales director of radio spot sales.
"Also, established brands are add-
ing greatly to their spot radio bud-
gets. Food money is stronger due to
the fact that competition is keen and
also because trading stamps have
heightened competition. More cold
remedies are coming in. This year has
seen a great upsurge in cold remedy
allotments to the medium."
Says a McCann-Erickson media ex-
ecutive: "Radio is getting a big plaj
from foods particularly. The big rea-
son is that budgets can't keep expand-
ing and rate increases in tv have
forced expansion into radio. From
such early use of spot radio, food cli-
ents are finding that they can get low-
cost circulation from the medium."
As one top agency media director
pointed out, five years ago radio bud-
gets were cut into by tv. Now there
are instances of a reverse switch, al-
though the general method of media
planning today calls for radio recom-
mendations being included in the vcr\
earliest media strateg\.
"Several traditional print advertis-
ers have come into radio this year,"
savs Katz radio sales manager Morris
Kellner. "Millium, a lining for clothes,
is just one example of this trend. But
old-time radio advertisers like I'ac-
quin's are also staging a comeback."
It's the combination of new clients,
bin ing longer campaigns of higher fre-
quency that accounts for a bulk of the
spol radio increase. "Automotives are
always heavy in fall." says Blair v.p.
Bob Eastman. "The average length of
campaigns this year, if you can aver-
age it. is eight to 10 weeks compared
with two to six last year. But there
are also more 26- and 52-week cam-
paigns on the part of food and drug
clients who want to carve out fran-
chises. Everybody did his best to ac-
commodate the auto business this fall.
for instance. But the car clients are at
a disadvantage compared to the num-
ber of long-range accounts."
4. Spread — In many cases, say me-
dia directors, buying early-morning
radio has become a client cliche. Thev
feel that some advantages of daytime
and evening radio outweigh the rat-
ings differential.
"Multiple-spotting has become a
problem on some stations in the over-
crowded early-morning hours," said
Bobberteen. "Usually, most efficient
use of radio dictates saturations and
this necessarily means buying a
spread."'
"The spread is greater in the past
three or four months," says Mitchell
DeGroot, director of radio sales, Paul
H. Raymer. "Early-morning is still the
'hot" time and is used on the basis of
the campaign, but all hours are getting
their share."
Part of the reason for the greater
spread being bought is the very tight-
ness of the most popular periods, of
course. As Paul Weeks, v.p. of H-R
Representatives, puts it: "Concentra-
tion used to be between 6:00 and 9:00
a.m. Now 4:00 to 7:00 p.m. is a sec-
ond peak of popularity, but more cli-
ents are buying throughout the da)
as well."
5. Future — In 1957 national spot
radio sales may increase 20 to 25%
over boom-year 1956. So runs the con-
sensus among a dozen rep firms. This
estimate is based on a number of indi-
cations. For one thing, buyers have
already begun asking about spring
"You're very fortunate — our KRIZ
Phoenix Special' was planned espe-
cially for feet that are feet!"
availabilities lor major brand-. I nlil
this year, most agencymen felt that
spot radio could be bought in the last
minute. The fad that they're reqim-i
ing schedules now shows that they're
aware <>f the boom and are Irving to
protect their client"- spot radio plans
bv placing orders earlv .
Vlso, major agency mediamen have
indicated that 1957 media recommen-
dations for many clients who had not
been active in -pot radio in the pa-t
few years now include plans for using
the medium.
Lloyd George \ enard, president ol
Venard, Rintoul and McConnell, says:
"The resurgence of national spot ra-
dio is partially due to the fact that the
national advertiser has discovered the
value of saturation campaigns. Be-
cause of this, announcements will be
bought in all hours of the day and
night on a saturation campaign, as sat-
uration spot radio is a proven cash
register ringer."
"We've found many creative uses
for spot radio."' a Ted Bates media
executive told sponsor. "It's an in-
tegral part of our advertising plans."
His views are echoed today in media
departments in all major agencies. ^
SURVEY OF TV
COWLS
With die support of the General Fed< ra
tion of Women's Clubs and other civic and
social agencies around the country, the Na
tional Audience Board is beginning a sur
\.\ of t\ commercials. Unusual factor is
that tlic organizati normally concerned
with "good taste" in tv offerings, is as
much interested in sales impact of the com
mercials reviewed.
Survey, in the form of questionnaires,
to be distributed bj GFWC and some 36
other groups in at least 64 cities, will eovi
commercials of network, national spot and
loeal origin during the week from Nov. LH>
through I >i !C. '-'.
Reprinted from Variety, Oct. 24, 1956
National
Audience
Board
TELEVISION
* R A P ■ O,
SPONSOR • 24 NOVEMBER 1956
o
v
<
V)
o
m
w
o
lowest
cost- per- thousand
in Columbus
cost per thousand is
49°0 lower than its
closest rival.
delivers 53 average
between 8 and 6. No
ratings below 4.0.
Pulse: Sept.-Oct. '56.
covers what counts!
800,000 people in half
millivolt contour.
550,000 of them are
in Franklin County . . .
the home county.
Columbus, Ohio
the station with
a personality.
and radio
WSMAKERS
James M. Seward has been named execu-
t i\ «■ vice president of (T>S Kadio. a posi-
tion that has remained vacant since that
division and the CBS TV Division were
organized as separate operating entities in
1951. Since that time hoth Seward and J.
Kell\ Smith had been serving as adminis-
trative vice-presidents of CBS Radio. Smith
has resigned his position for reasons of
health. He will, however, continue in a consultant eapacitx aftei
'M December. Concurrent with the appointment of Seward to In-
new assignment, Jules Dundes was made vice-president in charge of
station administration. Both appointments took effect ]') November.
Seward had first reached the status of a vice president in I'M') when
he was put in charge of business affairs for network programs. He
has been with CBS since 1933 when he joined the production -tall.
Stuart Henderson Britt has been named
administrative vice president of I'.arle Lud-
gin & Co., according to an announcement
made b\ Earle Ludgin, chairman of the
Board of the Chicago agency. Britt will
assist Ludgin and Vincent B. Bliss, presi-
dent of the agencv. on various administra-
tive matters, in order to give them more
time for creative work and client -er\ice.
for the past fixe years Britt has been a vice president, member of the
plan.- board, and director of research of Ncedham. Louis and Bror-
b\. Inc. Chicago. During the previous six years be had served in
various management positions with McCann-Krickson. For several
years Britt has been a consulting editor for the publishing house ol
McGraw-Hill for their series on advertising and selling, lies co-
author of the book Idvertisjng and Research, with I). B. Lucas.
Matthew (Joe) Culligan, 38-year-old
v.p. in charge ol NBC Radio, is a man who
moves fast. I le came to the post onlj 1 I
week- ago; last week he went barnstorm-
ing aero— COUntrj to sell a new plan to
^^L'fj^ alliliates. Ibis plan includes: i 1 i five-min-
m 'T^ ate new- broadcast hourl) from 7 a.m. to
f^ flHfcfc, '' I'-"1' over '"" ni'l: "'''"' bnc"
service direct from Radio Central, N.Y.
designed to give local personalities new prestige as "newsbreakers ;
(3) a ,..>', increase in station compensation; (4) 70-second station
breaks permitting one-minute local sells; (6) tight for affiliates to
sell i 1 1 1 < i open net programing, subject to recapture. \pparentlj
NB< affiliates see the plan through Culligan's eyes as a stimulus to
greatei revenue. It is meeting with acceptance. Success is nothing
new foi Joe. NBC l\ - Today was losing vl million a yeai when
Joe came to doctoi it: sales spurted to $10 million in following year.
xl'OVsnH
24 NOVEMBER 1956
Louisville's
BEST KNOWN FIGURE
He's the WHAS-TV Channel 11 figure, reminding viewers in this
instance of WHAS-TV's popular 6:00-6:15 pm, Monday through
Friday interview program, "Small Talk". At other hours he
addresses a typewriter and becomes a sportscaster to promote
another WHAS-TV production, "Sportraits".
Many local and national advertisers recognize the value of
participating schedules on these and other well-produced
WHAS-TV shows. The Channel 11 figure constantly reminds
viewers of WHAS-TV's excellent programs.
He should remind you that for selling results, individual
and distinctive treatment, your advertising deserves the impact
of programming of character. In Louisville, WHAS-TV
programming PAYS OFF!
Are you participating?
VICTOR A. SHOLIS, Director
NEIL CLINE, Station Mgr.
Represented Nationally by Harrington, Righter & Parsons
Associated with The Courier-Journal and Louisville Times
BASIC CBS-TV Network
SPONSOR
24 NOVEMBER 1956
81
STRIKETH
THE HEART
OF WISCONSIN
REPRESENTED Br
MEEKER TV
NEW YORK, CHI., LOS
ANGELES, SAN FRAN
HARRY HYETT
MINN. - ST. PAUL
540,420 POP.
153,680 HOMES
$567,064,000 u't£'°"
WAUSAU, WIS. -
OWNED AND OPERATED BY
WISCONSIN VALLEY TELEVISION CORP
Reps at work
Tom Judge, eastern sales manager of CBS Television Spot Sales,
recognizing thai television will continue to grow onl) insofar as it
continues to attract new advertisers, feels that the medium should
< itfer (he customer some proof of what il can do. "'Main com-
panies." says Tom, "cannot or will not hire research staffs to test
the medium. In this way, the)
restrict themselves to the tradi-
tional forms of advertising. \\ e
have tried.'" he continues, "to at-
tract these hesitant companies In
our 'spot cheek' plan — an arrange-
ment we have with a research or-
ganization whereby new spot ad-
vertisers have markets cheeked be-
fore and after their first television
campaign."' Judge says that thus
far the spot cheek plan has proved
successful, perhaps because it of-
leis strong evidence as to the pulling power of the visual medium.
In his words: "So far. we've been ver\ satisfied with results of the
plan — but whatever method is used, reps are only going to attract
the new business so vitally needed in a growing industry by pre-
senting evidence of what television can do. In the medium's present
and mature state, we must increase our services to advertisers."
Richard O'Connell, president, Richard O'Connell, Inc.. feels that
today's buyer and account man are fortunately looking more and
more into specialized radio and its bonus effect on sales figures in
specialized areas. "This applies." savs Dick, "particularly in the
Spanish-radio and t\ field and in Negro radio. But an unfortunate
b\ -product <>f this new awakening
is the old-hat contention that
special money must be appropri-
ated for these specialized market-.
This i- basically unsound, as the
\er\ purpose of spot buying is to
take advantage of the peculiarities
of a given market and its media.
Hence, Spanish stations should
automatically be included in spot
campaigns embracing markets of
I atin complexion." O'Connell sa\ s
thai this also applies to Negro
markets. loo often entile budgets end up with all the accent on
whal is reall) the minoritj faction of a market. "The old bromide
ol 'uh\ fighl ii join it is applicable in light of today's specialized
resean b available i" clients and buyers who musl sell their ware-- in
these markets. <M course, research slide rule- are nol manufac-
tured; bul the specialized-markel picture has vastl) improved.
SIMINSOH
2\ NOVEMBER l(>">(>
FAITH
Inborn — a child's faith.
But faith. ..in business... must be earned.
That's why when we make a sale, we
also try to make friends. Friends won
through the sustained action of promises
performed.
As we see it, that's not only good busi-
ness philosophy. It's good business, too.
AVERY-KNODEL
INCORPORATED
NEW YORK ATLANTA
DALLAS DETROIT SAN FRANCISCO
LOS ANGELES CHICAGO
Spot radio in transition
l>\ this time next \ <>ai you ma) -land in line to buy spol
radio in late afternoon and early evening.
\\ e make this prediction because we sense a media revolu-
tion in tin- making. Following it- brief dip in hillings lasl
scar -pot radio will break all previous records this year.
V\t year looks -till better, as we read the signs.
Win is the medium thai losl momentum in l(>r>.~> back on
the upswing in L956? How has the medium been changed
in attract more clients?
The answer to both questions is the same: It is not the
medium which has changed but the attitude oi the clients
toward it.
Some two years ago spot radio had adjusted it- operation
to lit the need- of the television era. It was highly flexible,
lower in cost, and beginning to sell creatively. Yet the 1955
decline came simpl) because spot radio's salesmen had not
yet succeeded in establishing a positive psychology among
advertisers. Main bought the medium with secondary interest
lor secondar) purposes.
Today client psychology has begun to change. SPONSOR
finds advertisers buying the medium enthusiasticall) to ac-
complish basic advertising objectives. The) have discovered
saturation radio, radio"- economy, and main more useful
\alue-. \geiicie- tell us: "We no longer have to sell our
clients on spot radio. They're sold. Now we can concentrate
on ways to use the medium creatively."
W hat has happened in 1956 i- that the haul, creative
selling h\ individual representative firms, l»\ stations, l>\
SR \ and I! \P> has finall) penetrated. Now watch the medium
go. \inl il you're an advertiser, -it down right now and
examine the implications for you of the revolution in
psychology that's taken place. (See the lead article this
issue, page 23. »
I he swing oi the psychological pendulum means spot
ladio i- going to be in demand increasingly. It mem- that
il you re to establish franchises for the times you want, now
- the lime to move. We repeat. You'll -land in line next
yai loi man) periods which are now readil) available.
t»
this we fight for It's hard to believe,
but ii still has no official set count ami the
problem becomes more acute ever) <la\. Is
voloi tv's growth accelerates, the need will be
all the moi '• in nir foi an aa epted census of sets.
lO-SECOND SPOTS
Watch-dog: CBS T\ has appointed
.in animal censor to make sure ani-
mal- appearing on their net maintain
a "certain dignity. Down, Rover, and
don I scratch that flea!
Toyland: l\- impact on small In is
reflected in some ntw toys foi Christ-
mas: a Jackie Gleason game and a
Dragnet Crime Laboratory, tnd u In
not tot-sized I nivac?
Definition: '"Clear Time" i- when
\ mi re jusl sitting around at youi >le-k
with nothing to do.
Competitive situation? Listed in the
credit- as writer of a Screen Gem-'
(uphiiii Midnight episode sponsored
b) 0\ altine was \\ allace Bosco.
Ratings and sex: \i RTES meeting,
-.mi Cook Digges. gen. ingr. W CBS-
TV. said: "Ratings are like sex; when
the\'re good, they're \er\. \erv good,
and when they're bad, they're -till
prett) g I.
Ice-breaker: Anderson & Cairn- is
running institutional ads in N. Y.
papers introducing members "I their
agencj family. Last week, one featured
Carroll Cronin, head of traffic — de-
scribed her as a *'stud\ in tenacity,
tranquillit) and tact." Ad concluded.
"Whj don l Mm pick up that phone
and a-k for Carroll < aonin. . ." I ii-l
"I about half a do/en calls that Carroll
received was h a man who refused
to divulge his name. "Silliest thing I
evei did, he said, "but I read the ad
and ju-t Inn/ In call \ mi Up. I hen he
hung up.
Scrubbed: \ t\ -how called Date
II iili Tlic ingels has been bought for
next summer h\ P&G. You can bet
these angels will have no dirt1) faces.
Ouch, my ulcer! Clients we don't
t Ii ink we'd like to be the agencj foi :
Quick Mfg., Tension Envelope Corp.,
Race Si Race, Inc.
Trend: Mercurj s new ear model com-
mercials la\ stress on visible styling
rather than on under-the-hood ad-
vances, timilici example o) /In1 em-
phasis oj i"i' kaging.
Definition: \ "Courtesj Announce-
ment is a polite commen ial.
SPONSOR
2 1 \o\ I MB! R lu")o
IN BALTIMORE
REALLY STAND OUT
Here's the crowd
we're proud of—
Top row, left to rig ht:
Bob Jones
Jo-Jo of Paul's Puppets
Nancy Clark
Ed Shoop
Keith McBeo
Maggie Lynn
Al Hemdon
Jay Grayson
Center:
Miss Nancy
Brent Gunts
i Galen Fromme
Joe Croghan
Mac Davies
Vince Bagli
Arnold Wilkes
Bottom:
Conway Robinson
Mollie Martin
Paul Shields
Jimmy West
Dick McCauley
Richard Dix
Jack Redfern
Ask any Maryland viewers to name their favorite local TV person-
ality. Surveys show that eight out of ten will name one of the guys
or dolls at WBAL-TV. Ask an advertiser where he goes first to audi-
tion people to promote his product. You'll get the same answer . . .
WBAL-TV.
One Baltimore outlet has a star-studded stable of winning person-
alities— as well known to viewers as their next-door neighbors. And
these people can really sell! Viewers know them, like them, and
believe in products they recommend. Personalities at WBAL-TV get
a big build-up — a big backing from Baltimore's stand-out station . . .
WBAL-TV.
WBAL-TV Channel 11 JS
nationally represented by EDWARD PETRY & CO., INC.
_
television station representatives
~
ATLANTA
HOLLYWOOD
'*GeiV£D
1 DECEMBER 1956
40< a copy • $10 a year
OF THE
MEMPHIS
RADE AREA
IS
and the only way
reach them is with
VDIA
^»
<$*****
#***
»i
A LOOK AT THE
SUPER AGENCY
OF THE 1960S
The emphasis will l><
on science and facts as
many services expand.
One problem: Will the
creative man (it in?
Page 25
This commercial
makes machinery
glamorous
Page 31
The pros
and cons of
merchandising
Page 32
How to use
Nielsen Coverage
Service No. 2
Page 36
VERS THE "GOLDEN MARKET" OF 1,230,724 NEGROES —
ARLY 1/1 OTH OF AMERICA'S TOTAL NEGRO POPULATION!
FARM COVERAGE!
Over 120,000 miles to prove it.
Last year the YYX.W station wagons and the
three farm reporters covered over 120,000
miles in the Big Aggie area visiting farms,
lairs and wherever agricultural news is
made. Your customers know and resped the
WN.W farm team.
This close, personal relationship between
station and audience is important to you. It
hacks your selling message with the priceless
helievahility that turns a commercial into a
I'riendh suggestion and sells. Big Aggie's
fans have $2.8 billion to spend. Your Katz
man will put von oil the bill.
POPUI
N
Ron Messcrsmitli and Geo !'• German, pictured here,
ei with Cliff Adams, \\\\\ Farm Editor, stride
ngth and breadth of Big Iggie Land gathering
material for the "0 hours of farm programming
week .hi \V\ \\
WNAX-57C
Yankton, S, D, — Sioux City, I
A Cowles Station.
Don. D. Sullivan, Gen. Mgr.
Under the same management as KVT
Channel 9, Sioux City, Iowa.
CBS K.\M<»
FIRST in audience appeal . . . rated top syndicated film in Portland (31.7*) and San
Diego (27.4**), FIRST in time period in San Francisco (13.0**), Spokane (27.4**),
Seattle (15.7**), Kalamazoo (15.5*), Wichita (52.7*) and St. Louis (18.2*).
FIRST in excitement, presenting thrilling
"Front Page" dramas based on actual
police cases taken from the files of world-
famous Sheriff Eugene W. Biscailuz, of
Los Angeles County . . .
FIRST to dramatize the personality of the group
of law enforcement officers in action, with
thrilling stories of arson, air, sea and mountain
rescues, murder, robbery, juvenile crime. Stir-
ring case histories to build audiences of all ages !
FIRST with top advertisers . . . mak-
ing headline news in sales . . .
Miller Brewing. National Biscuit
Co., Safeway. General Electric,
General Tire, Petri Wine, etc.
FIRST in sales results . . . testimoni-
als pouring in . . . renewals months
in advance . . . excitement and rec-
ognition for you and your product.
Wouldn't YOU like to be FIRST in sour market.''
Let "Code 3"... signal for dashing lights and
screaming sirens ... be your -ignal for action.
Write, wire, phone for complete details.
•Pulse **ARB
ABC FILM SYNDICATION, Inc.
lO East 44th St., New York City, Oxford 7-5880
SPONSOR • 1 DKCEMBF.R 195l>
1 December 1956 • Vol. 10. Vo. 27
SPONSOR
THE WEEKLY MAGAZINE Tv/RADIO ADVERTISERS USE
DIGEST OF ARTICLES
I In super agency of the I960's
25 It will provide main more services, be up to its neck in scientific
hniques and facts, and ma) be decentralized in it- operations
ReaLemon dramatizes radio to the grocer
28 Super-market shelf space is a verj scarce commodity. That's the reason
ever> ReaLemon advertising dollar ha- to "make a noise like a hundred
Sex appeal isn'l easj
31 It's particularl) hard to In girls into a t\ commercial for complex ma-
chinery. Here's how \M1-' did it for their automatic bowling-pin -potter
The pros and cons of merchandising
32 Three-way discussion of merchandising, by agency, station and client.
highlights first meeting of the Broadcasters' Promotion Association
Features aren'l hurting syndicated films
35 M I of feature film ha- aroused some concern for basic half-hour
.|„,i film properties. Here's reasons wh) there's little basis for worrj
Ho* to usr NCS No. 2
36 It- not an automatic station-selector, but when properlj use, NGS No. 2
i- a valuable buying tool, help- you match air spending to -ah-- area
FEATURES
44 \_, ni j Profile
66 I ilm < hart
22 19th and Madison
49 \ew and Renew
58 \. . - S fdi a W rap' I p
5 Newsmaker of the Week
52 I; idio I!' Bulls
78 Rep; at W
42 Sponsoi \-k-
18 .Sponsor Backstage
72 Sponsor Hears
9 Sponsor-Scope
80 Sponsoi Speaks
54 Spot Buys
80 Ten Second Spots
16 Timebuyers at Work
76 T\ and Radio New -makers
69 Washington Week
In Next Week's Issue
\\ here <lo«-« th<- mone} go?
■ tracking down the mone) spenl l<>i a typical animated
(Foi similai -tors on a live-action film commercial,
lio r;iiini:H Deed this basic change
proposes thai spot radio ratings be b
■ i of the traditional quarti i houi -pan
Editor and President
Norman R. Glenn
Secretary -Treasurer
Elaine Couper Glenn
Vice-President — General Manager
Bernard Piatt
EDITORIAL DEPARTMENT
Executive Editor
Miles David
News Editor
Ben Bodec
Senior Editors
Alfred J. Jaffe
Evelyn Konrad
Jane Pinkerton
W. F. Miksch
Assistant Editors
Joan W. Holland
Jack Lindrup
Betty Van Arsdel
Contributing Editors
Bob Foreman
Joe Csida
Art Director
Phil Franznick
Production Editor
Erwin Ephron
Photographer
Lester Cole
ADVERTISING DEPARTMENT
Advertising Director
Arnold Alpert
New York Manager
Charles W. Godwin
Midwest Manager
Kenneth M. Parker
Western Manager
Edwin D. Cooper
Promotion Manager
Mort Winthrop
Production Manager
Jean L. Engel
Advertising Staff
Marilyn Krameisen
George Becker
Dianne Ely
Administrative Coordinator
Catherine Scott Rose
Circulation Department
Beryl Bynoe
Emily Cutillo
June Kelly
Accounting Department
Laura Oken
Laura Datre
Readers' Service
Betty Rosenfeld
Secretary to Publisher
Carol Gardner
Member of Business Publications
Audit of Circulations Inc.
SPONSOR PUBLICATIONS INC.
combined with TV. Executive, Editorial,
Circulation and Advertising Offices: 40 E.
49th St. (49th & Madison) New York 17,
N Y. Telephone: MUrray Hill 8-2772.
Chicago Office: 161 E. Crand Ave. Phone:
SUpcrior 7-9863. Los Angeles Office: 6087
Sunset Boulevard. Phone: Hollywood 4-
8089. Printing Office: 3110 Elm Ave..
Baltimore 11, Md. Subscriptions: United
States $10 a year. Canada and foreign
$11. Single copies 40c. Printed in U.S.A.
Address all correspondence to 40 E. 49th
St.. N. Y. 17, N. Y. MUrray Hill 8-2772.
Published weekly by SPONSOR Publications
Inc. Entered as second class matter on
the 29 January 1948 at the Baltimore
postofficc under the Act of 3 March 1879.
Copyright 1956
Sponsor Publications Inc.
Most of Arkansas Watches
KTHV
Channel 11
LITTLE ROCK
/..
(and we have the MAIL to prove it!)
KTHV gets viewing response from most of Arkansas — 47 counties
to be exact! Take a good look at the mail map above. Notice that
KTHV penetrates to all six surrounding states — and actually pulls
mail from viewers in Mississippi, Missouri, Oklahoma and Texas.
With 316,000 watts on Channel 11 and with tallest antenna in the Central
South (1756' above average terrain) KTHV sells most of Arkansas.
Your Branham man has all the big KTHV facts. Ask him!
316,000 Watts Channel
Henry Clay, Executive Vice President
B. G. Robertson, General Manager
AFFILIATED WITH KTHS, LITTLE ROCK AND KWKH, SHREVEPORT
©
Now, 18 hours of
with 18 news shows daily on
WUIM-RADIO
Lansing, Michigan
say it with music
(of the week
James Ellis: prefers sales to surveys
The IBM machine thai can do the thinking for a man like James
II. S. Ellis, president of the Kudner Vgenev. hasn't heen I m i It . "\ll
the surveys and research in the world, he told the L956 Eastern
\nnual conference "I lA's this week in New York, ■"caul do your
thinking for you.
Ellis, rugged 63-year-old individualist of rough-and-tumble Madi-
son \venue whose advertising career antedates the first World War,
places a great deal more store in creat i\ it\ than in technology oi
statistics. ""Back in the earl) days
of tlic centurv when main great
campaigns were written, he told
the 4A's workshoppers, "nobodj
had to plow through readership
reports, much less listener reports
— since radio and tv were far in
the future. Nobodv in an advertis-
ing conference pontificated about
observation or noting identifica-
tion or recall — or motivation."
If this sounds like heres) in an
era of surveys and ratings, it
-hould be remembered that Ellis
was writing successful, selling cop) when research was a small, thin
\uire in the wilderness. Like the earl\ fliers who had no instruments,
ad writers of Ellis' da\ "flew by the seat of their pants.
This does not mean that Ellis belittles the value ol advertising
-Indies. The Kudner Agenev. which Ellis has headed since I'M I has
a highly-prized research department headed ]>\ Dick Werner. To
supplement it. the) frequently buy research outside.
The gift decanter of liquor you give or licI 1 1 i i — Christmas probabl)
was influenced in design by a Kudner study. In 1954, National
Distillers, a kudner account, wanted a decanter design that would
be a clean break from the banjo bottles then in vogue. Ellis'- agenc)
surveyed not onl) consumers and dealers, but glassware buyers who
ranged from Gimbel's to Tiffany's. The) winnowed down a field oi
1.000 possible designs to one. That year, demand for Uhl Grandad
was so great, thai National Distillers was forced I" hire planes to
supply some markets.
Ellis was onlv too pleased to rel\ on research in the packaging
area. But when it came to writing the ad cop) for Old Grandad,
be -aid: "All right, now it's time to appl) some creative talent.
Creativity has been Ellis' stock in trade since his fii-t ad job with
\. \\ . Shaw Compan) in Chicago where he came to work after grad-
uating from I niversit) of Chicago in 1017. and which he left t"
serve with the V.E.F. In 102!!. he became cop) chief for Erwin
Wasey, and was one of the late Arthur Kudner's original group when
he formed his agenc) in L935. \ pioneer in t\. Ellis helped develop
such earl) formats as Milton Merle Show, Martin Kane, The Greatest
Story Ever Told and The Sid Caesar Review. For Ellis, research has
it- uses, but it will never replace the copywriter. ^
TOP RATING IN
CINCINNATI!
.
ELLERY
QUEEN
starring
series
HUGH MARLOWE
488 Madison Ave.
New York 22
PLaza 5-2100
SPONSOR
l DECEMBER 1956
*
1,045,580 TV HOMES
in our coverage area ... THE STEUBENVILLE-WHEELING AND PITTSBURGH MARKETS
-richest steel and coal area in the world — 4,531,600 population, ranking with the
nation's 4th largest market — $7V3 billion income — $4V2 billion retail sales.
FREE BONUS OF PITTSBURGH
Our rate is based on our Steubenville-Wheeling coverage, so you
get our coverage among 399,810* Allegheny County (Pittsburgh)
TV homes absolutely free.
*fi.
,0*tR
r«f.
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WSTV-TV
II
» ~r
WSTV-TV
STEUBENVILLE, OHIO
Represented by AVER Y- KNODEL
CBS -ABC -CHANNEL 9 230,500 WATTS
0KKUPSN
Al*0 COAI CENTER of *"
Genl Mjrr lo
<■
!e. Ohio. ATlantic 2-6265 • Nafl Sis. Mgr Rod Gibson. 720 Fifth Ave , N Y 1 7. N Y JUdson 6 5536
SPONSOK • I DECEMBER 1%6
'." V. >>*''''-"'"' V A V A '' V A V A V ^ V A V > f> >
DVERTISING VALUE YOU GET ON
LOWEST COST PER THOUSAND
COMPARE
TV HOMES
IN AREA*
COST OF 1 HR.
AA TIME
COST OF 1 MIN.
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WEEKLY
COVERAGE
WSTV-TV
Sta. B, Wheeling
1,045,580
424,510
^$50Cj3
500
100
552,870
226,350
Sta. C, Pittsburgh
1,218,110
2,000
500
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PHONE, WIRE OR
MAIL COUPON FOR DE
TAILS TODAY
PLUS
• Your own "Index of Advertising Effect-
iveness" — prepared by Richard Man-
ville Research
• Complete directory of stores, buyers,
wholesalers in WSTV-TV coverage area
• Comprehensive merchandising serv-
ice — tailored to your needs
MR. JOHN J. LAUX, GEN'L MGR. WSTV-TV. STEUBENVILIE. OHIO
B
□ Please have your representative call.
□ I'd like to see your new color film, "How to Make Money in the Steel Market."
□ Send me a free copy of your "Index of Advertising Effectiveness."
□ How can I get your DIRECTORY OF STORES. BUYERS. WHOLESALERS. ETC
□ Send me your list of merchandising services.
NAME
TITLE.
COMPANY
ADDRESS
Ll
CITY
„ZONE,
.STATE
SPONSOR
1 DECEMBER 1956
RIGHT
And you get the right two when you buy WFBG-TV, Altoona,
in combination with Pittsburgh. 76,701 more TV homes than
with any other station combination in the area. Less waste,
less duplication, more mileage for your TV dollar. Proof:
ARB, March 1956 Coverage Study— the most thorough
coverage study ever made in the industry.
THE ONLY BASIC CBSTV STATION SERVING THE AREA
WFBG-TV
ALTOONA, PENNSYLVANIA
(2)
Channel 10
ABC-TV • NBC-TV
Represented by BLAIR-TV
by: Radio and Television Dlv. / Triangle Publications, Inc. / 46th & Market Sts., Philadelphia 39, Pa.
.-AM. FM. TV. Philadelphia, Pa. / WNBF-AM • FM . TV, Blnghamton, N. Y.
AM.Harrlsburg. Pa./ WFBO- AM •TV.AItoona, Pa./ WNHC - AM • FM «TV, New Haven, Conn,
onal Sales Office, 2 7 O Park Avenue, New York 17, New York
!
Most significant tv and radio
news of the week with interpretation
in depth for busy readers
SPONSOR-SCOPE
I DECEMBER
Copyrliht 1950
SPONSOR PUBLICATIONS INC.
Already trembling over the bumpy progress of a disappointing tv show season, Madison
Avenue this week took a real emotional dive after the sudden cancellation of
Walter Winchell (NBC) by Old Gold and Toni.
It wasn't so much that the show was yanked — for "folding" is a familiar experience
in show business. Nor the fact that it was Winchell — other old and famous names have
been taken off a marquee before. Rather, it was the abrupt, razor-like slicing of an
expensive variety show — "as stupefying," said one observer, "as tearing down the Empire
State Bldg. because the owner didn't like the first 20 floors."
As a result, there's been the expected screaming about the unfairness of ratings and the
flabbiness of agencies in not standing up to a client's sudden impulses. But to the longer-
range analysts it reemphasized the importance of finding an answer to this sea-
son's big question: Who really is responsible for a show?
The situation adds up like this:
Item 1: Few agency executives polled by SPONSOR-SCOPE think that Ben
Duffy's call for broader agency participation in production is the complete an-
swer to their show problems (see sponsor 24 November page 5).
Most of them feel that a more trusting attitude of the client toward his agency would
be better. As one adman phrased it: "If your services as an agency are so poor that clients
judge you by the failure or success of a single tv show, vou ought to close up shop."
Another says: "You're always vulnerable as long as a client exercises editorial control —
when he's in a position to call you up and say. 'I didn't think much of the program last
night; get busy and do something about it'. Imagine talking that way to Life Magazine!"
Item 2: A change in term-buying is a real possibility as a result of this sea-
son's wobbles.
That would mean getting back to the flexible arrangements that prevailed in radio —
13-week periods, not the 52-week commitments now prevalent in tv.
However, it doesn't necessarily follow that cost-conscious buyers automatically will turn
to more film, too. As a matter of fact, agency men who have been scouting film circles for
next vear's properties report a disturbing dearth of worthwhile new material.
Big centers of interest at the moment are CBS' pilot on Perry Mason; the proposed
Frank Sinatra show; CBS' Saturdav night Big Record: and the shows being cooked up
for NBC bv Jess Oppenheimer, former Desilu-ite.
Item 3: Pat Weaver's magazine concept for tv has suddenly come in for some
warm reassessment among top management thinkers.
They feel such a package might be a likely solution to the problem of programing
risks, but with this important proviso: that the networks sell the package on the basis
of circulation delivered. (Leaving open, of course, the question of how you measure
circulation.)
Frank Sinatra's coming to tv on a regular schedule and ABC's got him.
The deal with Sinatra, which indicates that Leonard Goldenson really is out to stud his
network with big marquee names and products, covers 44 half-hour filmed shows and occa-
sional 90-minute live "specials."
ABC doesn't say what it's «uaranteeing Sinatra for the 1957-58 season. But when the
SPONSOR • 1 DECEMBER 1956
SPONSOR-SCOPE continued
singer-actor's agent — William Morris — was negotiating with NBC in his behalf the basic con-
ditions v
Enough money to guarantee Sinatra $l-million a year for three years (see sponsor
Hears. 24 November, page 76).
Goldenseal's apparent goal: establishing ABC TV as at least No. 2 network in the rat-
ings scramble.
\BC TV also is gearing itself to compete for daytime business.
The network's first step in that direction has been the hiring of Daniel Melnick, for-
mer CBS TV producer, for the newly-created job of manager of ABC TV program devel-
opment.
Melnick's initial assignment is to work up a live daytime schedule. Heretofore ABC TV
hasn't carried any live programing during week days.
The network probably will start off by replacing Film Festival with a strip of live shows.
Sellers who think that media buyers practice their art by holding a wet index
finger up to the wind got a lesson in the facts of life at the Four A's eastern con-
ference in New York this week. Here's what happened :
The media heads of four major agencies were given a hypothetical planning problem in
advance of the sessions. During that interim they were supposed to work out recommenda-
tions such as the) would make in reality (the hypothetical budget involved $750,000).
• All four independently turned up with approximately the same recommenda-
tions.
• All favored spot as the primary medium — three voting for radio, one for tv.
• \1I bad about the same reasoning: that spot is flexible, economical, and easiest to
manage during seasonal sales fluctuations.
These results understandably led James J. McCaffrey, Jr. (Ogilvy, Benson & Mather),
who presided over the session, to conclude that (1) advertising agencies have established
procedures in selecting media, and (2) the techniques are pretty scientific — as evidenced
]>\ the unanimity of thinking on the part of four participants. The latter were:
E. L. Deckinger. v. p. in charge of media strategy for Grev: Arthur A. Porter, v.p.
and executive media director of J. Walter Thompson; Lee M. Rich, v.p. and associate media
director of Benton & Bowles: and Leo Bogart, director of account research services for
McCann-Frickson.
^^ •
The "tight money market" — encouraged by the Administration to put a damper on
loans and thus hold down inflation — may drive up the prices of tv films produced by
independent packagers.
As loan money becomes scarcer, the independent has to turn to "factors" — whose inter-
est rates range from 18% to 24%, as compared to the 6% charged by banks and insurance
companies.
In all. the sil nation can give a decided edge to the major Hollywood studios in
their competition for the tv film trade. For unlike the independents, their tv subsidi-
aries can trade on the general credit of the parent companies, which, naturally, is enormous.
Filter-tip eigarettes — lavish spenders on spot this fall — should account for
about 80% of all domestic brand sales this year.
Thi« i« the estimate of Harry Mace Wooten. the consultant who annually compiles sales
of ilie various brands.
Wooten, who will issue bis 1956 figures at the end of January, expects to find what
lie terms the "competitive fabric of the indusln" more scrambled than ever as a result of
the wi<l< I the tobacco companies to filter tips.
Meanwhile industry sources rate the filter tips as follows:
• WiiiHtnn. No 1.
• Viceroy and I- & M in a virtual tie for Becond place.
• Marlboro, fourth and doing about half of Winston.
• Kent, fiftli
10 SPONSOR • 1 DECEMBER 1956
SPONSOR-SCOPE continued
Quiz shows, like westerns, are pretty much the standouts in this season's new
tv programing.
Not a single one of the newcomers is under sponsor tension.
In fact, one of this year's entries — Twenty-One — seems headed for a very solid career.
Meantime, the older giveaways— like the $64,000 Question and $64,000 Challenge— are hold-
ing a normal level for this show type.
The quiz family, in terms of audience averages, is within nodding distance of
any other category of half-hour program on nighttime tv.
Here's how the half-hour categories average up, according to Nielsen's report for the
two weeks ending 20 October:
Quiz shows, 23.4; half-hour variety, 18.4: general drama, 24.1; suspense drama. 25.1;
westerns, 25.7; situation comedy, 24.5.
Quiz program costs range between $21,00:1 and $33,000 gross, with an average of about
^2").()00. By contrast, the half-hour variety shows lliis season average $46,000.
For the first time since its meteoric rise, McCann-Erickson appears to have hit a
hump through no fault of its own. The account: Coca-Cola.
There, three major management groups are battling it out. Control lies with interests
that have reached the age of retirement but refuse to give up domination of management,
policies, etc.
The power struggle has become so complicated that big suppliers and others say nobody
knows who's running the business.
Depending on which of three groups emerges on top. McCann-Erickson will keep — or
could lose — a whopper — $15 million — acquired about a year ago.
What puts Coca-Cola pretty much in a class by itself is that practically everybody at
top level holds a bottling franchise. In other words, this is a tussle among giants.
Revlon will replace Avon as No. 1 grosser in the cosmetic line field this year,
and marketers are citing this as prime eviden e of the "demonstration"' revolution.
In 1955, Avon did $68-million. This year Revlon is headed for over $80-million,
Avon around $78-million.
Avon has been the General Motors of the cosmetic business since about 1935. But note
what has happened from the "demonstration" angle that helped put Revlon on top:
While Avon's technique is limited to door-to-door demonstrations, Revlon can "dem-
onstrate'" a new lipstick or skin treatment to 20-million prospects in a single night
— via tv, of course.
The Celler House Antitrust Committee's peek at the discounts the networks
have heen allowing advertisers may have opened a Pandora's Box for NBC TV in
particular.
Some of NBC's discounts went up into the 40V -and tlie\ weren't all for daytime busi-
iir--. i for which NBC has special incentive plan< i . Gillette was one of the biggest winners.
As a result, the ad manager for one of the soap monarchs — interested especially in the
discounts granted P&G — has obtained a photostat of the Washington data and is having
it analyzed for future uses.
And sponsors buying daytime tv in sizeable chunks from NBC now find them-
selves eligible for substantial discounts.
For example: Kraft just bought three quarter-hours Thursday mornings; the gross is
around $2-million, the discount 30%.
Paramount has several months of research ahead of it before it can make its
feature film library available to tv.
Company lawyers are combing over contrails involving films whose sale to tv would
require payments to SAG.
Meanwhile Columbia Pictures at its annual stockholders meeting this week in-
SPONSOR • 1 DECEMBER 1956 11
SPONSOR-SCOPE continued . .
dicated it is in the market for tv stations. Columbia's tv experience already is very
profitable: Sll-million of its $91-million gross for the year ending 31 June 1956 came from
i- subsidiary, Screen Gems.
Moreover, Columbia is conserving its gold mine. It has 952 films in its vaults,
but will release them to tv at the rate of only 58 a year.
Those two kingpins in the cold remedy field — Grove Laboratories and Nepera Chemi-
cal (Anahist) — are bowling each other over with clinical reports these days. So
now lliis question comes up: How will stations react to Grove's campaign on citrus
bioflavonoids after the latest blast?
That one was touched off by Anahist's agency, Ted Bates, which rushed out an advance
peek at an article from the American Medical Assn. Journal saying citrus bioflavonoids have
"no effect on the course of the common cold."
Promptly Grove countered by claiming that:
1 ' The ingredients it uses are favored in reports appearing in another medical jour-
nal, and
(2) Nepera (Anahist) had subsidized one of the studies covered in the Journal's article.
\s often happens in such hassles, some stations — particularly the network o&o's — take a
sharper look at the copy. And many affiliates eye the networks for their cue.
Altogether Grove's ad budget on this campaign is $2.5-million (of which Si-
million goes to air media). Anahist meantime is spending $3,250,000, with about
of it in spot ( Warner-Lambert is due to acquire Nepera).
The continuing upturn in candy sales should be sweet news for the radio-tv
industry. Sweets Co. of America (Tootsie Rolls) is back again as a fairly hefty network
slender (see SPONSOR 24 Nov page 64), and now Mars Candy may follow suit. The lat-
ter recently has assigned its advertising to Knox Reeves, expects to spend around $2-million
all told.
^piraling cocoa prices had the candy business — particularly the kids' end of it — in a
dither for a long time. But that gloomy period seems to be ending. Sales for the first nine
months of this \ear should be up around 5% over the year before.
American Tobacco and R. J. Reynolds are interested in the round-the-clock
five-minute news strip which NBC Radio has made one of the highlights of its new
program structure.
So now it's up to the network to deliver a solid block of stations.
\t H'ONSOR-SCOPE's press time M. J. Culligan, v.p. in charge of the network, had
obtained endorsement of the new program plan itself from all of NBC Radio's affiliates.
Tv and radio billings for the five leading ad agencies of 1956 will jointly be
2595 over what the joint billings were for the five 1955 leaders.
SPONSOR'S 8 December issue will carry its annual comprehensive analysis of the top air
media agencies.
Meantime here are the spoNSOR-estimated air billings for the five 1956 leaders:
• ^ oung <N. Ruhicam, $82 million.
• BBDO, $80 million.
• McCann-Erickson, $75 million.
• .1. Walter Thompson, $70 million.
• Ted Bat.-. (55 million.
For other news coverage in this issue, see Newsmaker of the Week, page 5; New
.onl Renew, page 1'': vi"'i Buys, page 5 1 ; News and Idea Wrap-up, page 58; Washington
i 69; si'iinmih Hears, page 72; and Tv and Radio Newsmakers, page 76.
12
SPONSOR • 1 DECEMBER 1956
Ratings make
them sign
the first time —
\
But it takes
results to
make them renew
Will! first all day ami night.
Willi first 360 out of 360
quarter hours. In and out of
home, Mom. Pri., 6 a.m. mid
night.
Latest
AREA PULSE
Will', first all day. Willi
first !'<;:', out of 288 quarter-
hours. !!•""> second place ' i 's,
none lower. Mon. -Sat., (i
a.m. -midnight.
Latest
AREA NIELSEN
Will: firsl all daj and night,
with I L' . 7 ' , sha re of audi
once. Willi first every time
period. Mon. Sat.. 6 a.m.
ti p.m.
Latest
HOOPER
win; firsl all day with
4l.'.l", of audience. Juno-
Sept., I monf h a\ erage Mon.
Pri., 7 a.m. -6 p.m.; Sat. 8
a.m. 6 p.m.
at WHB...87% renewal
879? "f Willi's largest billing local accounts in 1955 . . . have re
newed in 1956 . . . with several contracts ye1 to come up for renewal!
Sure. Will', dominates Kansas City on every national Survey. Sure,
stoiv. station programming quality attracts tremendous audiences
which in turn attract advertisers. But it takes results to make local
advertisers come hack for more. Ami Will; is Kansas City's results
station. So much so, that WIN', ha- a highei percentage of renewals
for both local and national advertisers than an\ other Kansas Citj
radio station. Talk to tin- man t'lom Blair, or Will: General Manager,
i reorge W. A rmstrong.
WHB
Today's Selling
10,000 watts — 710 kcs. Kansas City, Mi-
TODD STORZ,
President
I
WDGY
Minneapolis-St. Paul
WHB
Kansas City
WQAM
Miami
Represented by John Blair & Co.
KOWH
Omaha
WTIX
New Orleans
Represented by Adam Young Inc.
CHUNGKING
NEW DELHI
RANGOON
BANGKOK MANILA
correspondent-at-large! Israeli forces march across the Egyptian b(
Tensions in the Middle East, long smoldering, erupt suddenly.
Los Angeles— 8,000 miles across the face of the globe— KNXT newsman Clete Ro|
World War II correspondent, prepares for immediate take-off. His assignfiei
3 KNXT coverage of the conflict... a unique instance of a local television si
own on-the-scen< r correspondent.
before, reporter Roberts, with Grant Holcomb, flew to San Franc A
the arrival of 31 survivors of a mid-Pacific plane ditching ... telecast "live" on the
morning Panorama Pacific show and filmed for showing on other KNXT local
programs throughout that day.
: ill-round reporting of Clete Roberts is but one example of KNXTs unequaled news
ublic service programming, which travels 500 miles— or 8,000— as a matter of routine,
Ij'ovide the finest coverage. And one more reason as well, why KNXT continues
I] Southern California's most-viewed station, month after month after month. KNXT
CBS Owned • Channel t Los Angt lea • R< p ''i/ CBS Television Spot Sales
o
v
<
in
O
in
yi
o
cost per thousand is
49°0 lower than its
closest rival.
delivers 5.3 average
between 8 and 6. No
ratings below 4.0.
Pulse: June-July '56
covers what counts!
800,000 people in half
millivolt contour.
550,000 of them are
in Franklin County . . .
the home county.
Columbus, Ohio
the station with
9 personality.
1 1,
Timebuyers
at work
--
Mort Reiner, Product Service*. Inc.. New York, reeentlv con-
cluded buying time for a Glamorene saturation television campaign.
The drive included about 90 markets for four to six weeks, and
totaled about $350,000. In reviewing the buying strategy, Mort
has this to sa\ : "Most of our buying is done on a heavv -saturation
basis and utilizes the broadcast
media in X number of top mar-
kets, depending on budget. I feel
that this type of campaign has
given our clients the best possible
results. Generally, we use two or
more stations under these circum-
stances, feeling that the commer-
cials get greater dissemination."
However. Reiner says, when a sin-
gle station has proved in the past
that it can produce results, the
firm will place all announcements
on that outlet. "In markets such as New York, Los \ngeles, Phila-
delphia, we almost always concentrate on a single outlet because of
the cost factor." He cites KTTV, Los Angeles, on which he bought
a weekly average of 40 one-minute announcements for Glamorene s
fall drive. The technique seems to have worked. Reiner feels, since
Glamorene will probabl) double its markets for spring, L957.
Don Chapman, Benton & Bowles, New York, is firmly convinced
that no timebuyer should settle for anv thing less than those time
periods in which he will be able to reach his intended audience.
" \ buyer should not be dissuaded from buying according to hi>
basic advertising philosophy," says Don. "If he feels that the best
time period* in which he can reach
his audience are from 7:00 t<> 8:00
a.m. and from 4:00 to 6:00 p.m.
in radio and in or adjacent to
network option time in television
he should settle for nothing
short of those periods. The) ma)
be the heighl of seller's-markel
hours; the) mav mean more work
for the timebuyer. Bui the) ma)
produce best results for the prod
net iii question."" Chapman i> con-
v inced that buys other than those
which have proved or been determined to do the besl job for the
clienl are not efficient bins. "Nor can the) be rationalized into
the realm ol efficiency," he says. "B) buying -mailer segments at
othei times, unwanted duplication of audience can result. I don t
mean to -a\ that the periods I've cited above are the Otll) times for
which a buyei should aim. Bui the Inner musl pre-determine besl
buys according to client requirements and -tick with them.
.smvsoii
DE< EMBER 1956
Buy
Tom Tinsley
President
R. C. Embry
Vice Pres.
Radio Station W-I-T-H "pin point power" is tailor-made to blanket
Baltimore's 15-mile radius at low, low rates with no waste coverage.
W-I-T-H reaches 74% * of all Baltimore homes every week delivers
more listeners per dollar than any competitor. That's why we have
twice as many advertisers as any competitor. That's why we're sure
to hit the sales "bull's-eye" for you, too.
'Cumulative Pulse Audience Survey
c o
FIDE
C E
National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Forjoe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta.
SPONSOR • 1 DKCKMBKK 1956
L7
1 000 WATTS
970 KC
POPULARL
MUSIC ™^1*~*N
24 HOURS
AROUND THI
CLOCK . . .
\ BAKERSFIELD & KERN COUNTY
CALIFORNIA
1. Hub of Colifornio'i
petroleum industry
2. Nationally #1 in cotton
#3 in agriculture.
of the
I71$f
RICHESt,
MARKETS
i ;-
V
(s*
Center of Notion's
Supersonic Aircraft
production.
Desert Expansion!
America's fastest
growing frontier.
1 000 WATTS
1380 KC
xv:*. m
.4*
S*<]
THI
Big
Voice OF
Music .
FOR COMPLF.TF.
ANTILOPF. VALLFY COVERAGE
LANCASTER & ANTELOPE VALLEY
CALIFORNIA
^Hp Inquiro of
ADAM YOUNG. INCORPORATED
obout this outstanding
combination buy.
i:;
by Joe Csida
Sponsor
Showmanship in super markets
When Hal Davis leaves Kenyon & Eckhardt,
Inc. to take over as vice president in charge of
radio and television for the Grey Advertising
Agency, Inc. in the near future he will be
leaving K & E with one of the finest promotion
patterns ever developed in the advertising busi-
ness. Hal. of course, was v. p. in charge of
promotion at K & E, and was largel) responsible
in 1950 for setting up the merchandising and promotion personal
appearance tours of Ed Sullivan and Mercury.
NBC brass has fretted and fussed for years to try to knock off the
newspaperman-showman in the Sunday night 8 to 9 hour, and has
indeed stacked some pretty respectable talent up against him. But
ii|) to and including the current Steve Allen Show they have not
made too much of a dent in Mr. Sullivan's Nielsens.
There is no doubt in my mind that at least part of this is due to
the technique of "merchandising" tv personalities, which Davis
kicked off with Ed in 1950. Since that time Sullivan has visited
over 100 Mercury markets with populations totalling more than
80 million people. Almost literally the columnist has said hello
in person to that many actual and potential viewers of his Ed
Sullivan Show.
This is surely to enhance the belie vabilit) and pulling-power of
high-cost television advertising.
"Tv personality as a living breathing person"
\t K & E Davis has followed the same technique with Julia
Meade and \ aughn Monroe. They have visited various cities
throughoul the nation and been introduced to tens of thousands of
the people who listen to and see them on t\. In ever} instance, the
stars shake hands with their fans, talk to them, in some instances
sing to them, sign autographs. gi\e out photographs and in general
imparl the feeling that the audience realh "knows" the h personality
as a living, breathing person.
This kind of a local saturation job increases the star's tv accept-
abilit) mam thousandfold. And injected into the sponsor's message
is an elemenl of credibility thai goes beyond mere words and
demonstrations. Additional entertainmenl values accrue to the t\
shows because | pie always enjo) seeing and comparing the living
image with the "lie thai appeal- on the l\ screen. In short, the star
I cr, ,m es a real stai salesman.
Equall) important i- the fad thai the star is on hand, at the same
time, to nieei with and talk in distributors and dealers, and to drive
home the impression ol tremendous excitement generated l>\ the
star's local appearances. When he \isii- a market the slai appears
publicl) in person, on local l\. in newsreels, on the local radio
and in the public press. In all these media, he is giving powerful
local supporl to the sponsor's national advertising and. actuall)
moving merchandise. Obvioush even friend the t\ star make- Eoi
sl-oNSOK
1 DECEMBER 1956
How well do you know the Boston market ?
As any native can tell you, there's a
lot to be seen in and around Boston.
If you're familiar with the land of
the cod, you may recognize quite a
few of the photographs above.
A. WEEI'sPriscillaFortescue interviewing
singer Julius La Rosa.
B. Warehouse in New Bedford.
C. Old church in Attleboro.
D. Second Millennium idol at the Boston
Museum of Fine Arts.
E. Radiator in Glass Flower Room at
Harvard University.
F. Lighthouse and breakwater in East
Gloucester, Massachusetts.
G. Photograph of an electrical discharge,
made at the Massachusetts Institute of
Technology.
H. Chinese Merchants National Bank,
Stuart Street, Boston.
I. Trademark of the Davis Brothers Fish-
eries, Gloucester.
J. Three dimensional abstraction, Shop-
pers' World, Framingham.
K. E B. Rideout, WEEI's weather expert
for the past 30 years.
L. Sculpture on Harvard campus.
Anyone familiar enough with Boston
to recognize its landmarks will also
recognize this basic truth about the
Bostonian himself: he's a tough cus-
tomer to sell. But once you've won
his trust and his confidence, he's
likely to be your customer for life.
WEEI has already won that trust
for the products it advertises. No one
knows the Boston market as WEEI
does — especially the buying habits
and brand loyalties of the Boston
people. When you have something
to sell to people in that special Bos-
ton market, call CBS Radio Spot
Sales or WEEI Radio.
Credits: B. C, F.I.J- Standard Oil Co.. N.J.:
G — Massachusetts Institute of Technology.
WEEI
Sponsor backstage continued
Channel 2 Theatre
(full length features)
*
participations or
full sponsorship
available
•
Monday thru Friday
11:15 P.M.
Beginning Dec. 3
Powerful film packages . . . includ-
ing distinguished David O. Selznick
productions.
•
High quality films . . . such as "The
Farmer's Daughter," "Intermezzo," "The
Paradine Case," "Since You Went Away,"
"Notorious," "Portrait of Jenny," "I'll Be
Seeing You," "The Spiral Staircase," "A
Bill of Divorcement."
Famous stars . . . Alec Guinness, David
Niven, Jean Simmons, Joseph Cotten, In-
grid Bergman, Ray Milland, Audrey Hep-
burn, Leslie Howard, Vivien Leigh, Law
rence Olivier, Deborah Kerr, Claudette
Colbert, Stewart Granger.
SUNPAPERS TELEVISION, BALTIMORE, MD.
TELEVISION AFFILIATE OF IHt
COLUMBIA BROADCASTING SYSTEM
Represented by TH' KATZ AGENCY, Inc.
New York. Detroit. Kanias City, San Francisco,
Chicago, Atlonta, Dallas, Los Angeles
himself in the field is also a friend for the manufacturer he repre-
sents.
An important phase of the promotion, of course, is to be sure the
television personalities are closely identified in their public appear-
ances with the sponsor's products. Vaughn Monroe, for example,
is introduced everywhere as "The Voice of RCA."
\\here\ei possible ii is desirable I" tie in the visits of the h
personalities with important local events to assure greater news
coverage. In a majoritv ol cities. \loi >"s personal appearance
tours coincide with his scheduled entertainment engagements. This
enhances his news value with local disk jockeys. It also opens the
door for a flood of newspapers, magazine, tv and radio interview-.
I hus Monroe himself benefits additionally because local department
stores, and RCA dealers will advertise Monroe's engagements as a
singer in his own behalf in addition to his scheduled appearances
for UCA.
Like Sullivan. Monroe's personal appearances have been a hit
from the start. Since his first field promotion trip for RCA in
September 1954, Vaughn personally has autographed more than
100,000 photos on the spot. He has appeared in person before
hundreds of thousands of persons. His name and photograph have
been seen in print bv millions, millions more have seen him on local
tv and heard him on local radio. And always, he is identified as
-The Voice of RCA.'"
Monroe sells himself to sell his product
During one brief tour, he mav sing for a women's fashion show,
clown it up with high school cheerleaders, make serious pleas in
behalf of charity or make a free-wheeling sales pitch in an Iv('\
displaj room or the record department of a department store.
Monroe has also won countless friends on his man) visits to
children's and veterans' hospitals. On these visits. Vaughn talks
with as many patients as possible, sings the songs they like besl
to hear and before leaving, gives to each hospital an RCA tv or
radio set.
Monroe, too. has spread the word of RCA products in talks
before civic groups. In these speeches — illustrated with sound
films — Monroe takes the viewer behind the scenes to show him how
RCA commercials arc produced. The sequence begins with the
creative work at K. \ E and carries on to the finished commercials
as Mom oe delivers it on tv .
I!( \ Victor's officials agree unanimouslv . that Monroes goodwill
tours give them an added "plus" for their tv-radio advertising
dollars both with the public which bins the products and with the
distributors and dealers who sell them.
(II course merchandising via personalities is not a K. & E or Hal
Davis exclusive. \oi is it restricted to the network level. In the
u film syndication held, for example, such stars as l.ddv \rnold
have -one out to "merchandise" their sponsors' products. \\\>\ on
a local radio level WCBS here in New York reeentlv got one of the
biggest personality merchandising "breaks" of all. The stations
Jim I. owe. who doe- two strip shows a week, plus a Salunlav
afternoon four-houi session, had one of the biggesl records in the
country, a Dol disk, which sold well over a million copies. He was
doing major guesl shots on the Walter Winchett Slum, the Steve
Men Show and main other-, and still doing supermarket iiieicli.ni
dising appearances for his WCBS sponsors. W
20
SPONSOR
] DECEMBER 1956
in Kansas City
instead of blue-sky
claims of audience
get down-to-earth
proof* of audience
K C M O -T V
'More quarter-hour firsts, according to
PULSE (August), ARB (July) and NIEL-
SEN (July) than any other station in the
Greater Kansas City area.
•
Joe Hartenbower, General Mgr.
Sid Tremble, Commercial Mgr.
KCMO-TV...One of Meredith's Big 4 . . . A 1 1 - Fa m i I y Stations
SYRACUSE *W Jk OMAHA
WvWlTl T*W W
«»p.ei»olrd by KATZ AGENCY INC
JOHN BIAIR i CO BIAIR TV INC
MEREDITH Rcutia and 7de«i4i<w STATIONS
affiliated with liYIIrT llllllll'N illlll liill'lll'IIN and Successful Farming magazines
SPONSOR • 1 DECEMBER 1956
21
TIME BUYERS and
AD MANAGERS
here is your chance to
SAVE!
• The Negro buying power
in KANV-land has IN-
CREASED!
• The selling power of KANV
has INCREASED!
• Surveys prove KANV's popu-
larity has INCREASED!
• KANV personnel, promotion
and programming costs have
INCREASED 30%.
NOW KANV finds it
necessary to announce a
RATE
INCREASE!
Effective Dec. 26, 1956
BUT . . . YOU CAN
STILL BUY AT THE
OLD RATE
... and SAVE!
IF your contract is
received and accepted
on or before
DEC. 25, 1956
All contracts accepted by KANV
on or before this date will be pro-
tected at the present rates for ONE
YEAR. All contracts received after
this date will be accepted only on
the new rate.
HURRY and call our National
Representative in your area. See
new rates in SRDS, effective De-
cember 26, 1956.
KANV
SHREVEPORT, LOUISIANA
1050 Kc.
250 W*
DAYTIME
22
49th and
Madison
Scientific media selection
I realh enjoyed reading "How close
are we to scientific media selection"
in your 10 November issue.
One of the most serious problems
seems to be a definition of a reader, a
viewer and a listener. Since a tele-
vision spot usually costs somewhere
near five times as much as a radio spot.
how does one determine if it is five-
times, eight limes or onl\ twice as
effective? On the other hand, one
television spot ma\ reach as many
people as one large newspaper ad may
reach "noters" and yet the newspaper
ad might cost six times what the tv
spot costs. How many people who
were "exposed" to the tv commercial
actually saw it and were influenced by
it. and how do you compare them to
"noters" of a printed ad?
I don't know the answers to these
questions, but I have certainly spent a
lot of time tr\ ing to find out! Evident-
ly mam people have because we seem
to be making at least some inter-media
comparisons. However. 1 feel that any
progress we might make will merely
narrow the field in which our good
judgement can operate.
Certainly articles such as yours
should be provocative and should make
more clients and agencies aware of the
serious problem that confronts us to-
day .
George Vnthony, media director,
Siromberger, LaVene, McKen:ic.
I.i >s Ingeles
WMBR-TV is 7-year veteran
In a storj "ii page 63 of sponsor's
! November issue, reference is made to
the la. t thai \\ MBR-TV IS a new sla-
lion. I!\ mil of correction I would
III e to ad\ ISe thai we went on the ail
li, ( Ictobei L949. W e are the second
oldest station in Florida.
We like \ our new loi mat, b\ the
way . and ihink \ ou are doing a g i eal
job w Ilh SPONSOR.
Ken Mel lure, promotion manager
II Mill; II Jacksonville
The weekly SPONSOR
Congratulations on your new news-
weekly magazine! Seems incredible
that now I can have sponsor ever]
week — don't have to wait 13 days for
the next copy, all because you're will-
ing to work twice as hard as you did
before.
Thanks for that.
Larry Deckinger
Grey Advertising, New York
Now, you are in your 10th vear.
I congratulate \<ui on the fine progress
that you have made with sponsor.
Among other things that I like in spun-
sor is your attitude toward radio. You
seem to be fair with it and as long as
magazines like yours work with radio,
I am sure that it will continue to be
the medium for the masses.
James R. Curtis, president.
KFRO, Longview, Texas
Congratulations on your extraordi-
nar\ growth — a growth so successful
that you go from a monthl) to a semi-
monthl) lo a weeklj in the relativeb
short period since the war.
I hope ii works out very, very well
for you.
Philip Salisbury, editor &• publisher.
Sales Management, New York
As one who raised a small question
mark when I was asked what I though!
aboul sponsoh going weekly, please let
me compliment you on Ihe new SPON-
SOR. 1 had a chance to read the 3
\o\emliei issue thoroughlj and I thinlf
you are off to a fine start. Hot w Mie-
for a big success.
Harold Essex, i />. general
manager. II S"/>', // inston-Salem
You look so pretty in your new dress!
The olliei one uas a little old fash
ioned. Now the Hattie Carnegie look
makes SPONSOR ii"t Onl) a \er\ insli in
live magazine 1ml estheticall) satis
l\ ing loo.
Moie powei to you!
Joseph Katz. chairman of the hoard.
Tin- Joseph Kati ( <'.. Baltimore
spovsoil
I HI I I Mill It I ').">'
Congratulations on your 10th Anni-
versary- issue heralding the beginning
of sponsor's weekly publication!
The format is excellent. The layout
is splendid and even more readable.
It's value as a "use magazine" is un-
questioned.
J. W. Woodruff, Jr., pres. & gen. mgr.
WRBL-TV, Columbus, Georgia
Ever since its founding 10 years ago,
I've held SPONSOR in high esteem. Now
that you have gone weekly, I am even
more amazed that you and your staff
can publish such a fine journal of news
and articles about our industry with
such a high degree of consistency.
Congratulations on your past decade
of service and best of luck for many-
more decades to come.
Paul Godofsky, president,
WHLI, Hempstead, L. I.
Your bright new format is as spark-
ling as the media you have served so
well during your first 10 years.
Your how-to-do-it, how-to-use-it ap-
proach is mighty valuable for us in the
broadcasting business — and mighty-
practical too for the advertiser who
wants to get maximum return for his
advertising dollar.
Keep up the good work, we're look-
ing for even greater things from SPON-
SOR during the next 10 years.
John F. Hurlbut, mgr tv sis. & prom.,
Peters, Griffin. Woodward, New York
Back-to-school promotion gets results
Here's a story your promotion-
minded readers should find interesting.
August 31st of this year found
KBKW. Aberdeen, Wash., faced with
a promotion of dual purpose. First,
after a pleasant affiliation with ABC
since l(J.")2. we decided to become inde-
pendent with a heavy accent on music
and news. Second. August marked the
Ration's seventh birthday.
It is relatively easy for a retailer to
announce a birthday l>\ an anniversary
Bale, but how about a radio station?
Simple — we gave a free "back-to-
-1 I I" dance to the teenagers of
Grays Harbor count) .
J'lic venture was so successful that
a "back to school" party is now to be
a definite part of the local activities.
Dale Gunderson, program director,
KBKW., Aberdeen, Wash.
SPONSOR
1 DECEMBER 1950
Handy Bookmark Series
Keep your place
in Los Angeles
with KTTV
23
r
WH-A-A-T? YOU HAVEN'T HEARD?
. . . why it's all over Madison Avenue!
in California's great central valley
ONLY A^J gives you
TWO-FOR-0
E!
SACRAMENTO
fcCcct
STOCKTON-MODESTO
(TOTAL AREA SET COUNT: 366,550)
AND HERE'S WHY:
dHA^Islk 0
SFA1ION '
OVE
&HOVE
In Stockton- Modesto, KBET-TV delivers a
BETTER-THAN-GRADE "A" SIGNAL! (Sac-
ramento's other VIIF station delivers a GRADE
"B" SIGNAL subject to adjacent channel in-
terference.)
You arc missing hall ol the nation's iTtli market0 it you aren't buying KBET-TV!
Only KBET-T\ delivers it ALL! Only KBET-TV can offer DOMINANCE in
HOI II s\( RAMI \l<» WD Mil. STOCKTON-MODESTO AREA!
(°..s di-signated I . v ( BS before FCC)
KBET-TV • CHANNEL 10
SACRAMENTO
BASIC
CALIFORNIA
BS OUTLET
Call H-li Television, Inc. for ('uncut Avails
.'i
SPONSOR
1 DECEMBER 1956
SPONSOR
1 DECEMBER 1956
THE SUPER AGENCY OF 1966
It will he a fact-oriented organization,
performing a myriad of communication services with techniques of
social science. One nrohlem : the creative man
I he velocit) of change in the adver-
tising business is so rapid these days
that revolutions seem to he crowding
one another.
With the advertising agencies still
living to digest the effects and implica-
tions of the Marketing Revolution
land doing so with \aried success),
there is alread) talk of another ideo-
logical upheaval.
This could he dubbed the Communi-
cations Revolution. Exactly how it will
affect the advertising agency nobody is
quite sure. The idea is still too new.
Its proponents are. in many cases, still
savoring the sound of such kev words
as "problem solving," '"fact-orienta-
tion, "data processing." "group ac-
tion " and "group thinking," without
By Alfred J. Jaffe
am fundamental change in agenc)
practice that is \ isible to the naked ej e.
Some admen have the suspicion that
all this talk is an exercise in semantics
and some advertisers wonder whether
it isn't a fancy device to justih more
fees. While some agencies have un-
doubtedlv oversold their ability to
provide a comprehensive marketing oi
communications function (that is com-
munications with the consume! in the
broadest sense1, it is just as certain
that forces now at work are exerting
tremendous pressures on the agenc) to
maximize their efficienc) in dealing
with the critical problems of distribu-
tion ahead. Ten years from now the
advertising agencj nun be a fat crj
from it* current state ol development.
\\ hat s going to happen to the agen-
cy? From talks w it li advertisers as
well as agencj executives, SPONSOR pin-
points the following factors as having
the greatest effect in remodeling the ad
agenc) :
• Most obvious i» the ini lease in
sei \ ices, a de\ elopment pai ticularl)
noticeable in recenl j ears. I his w ill
continue, with emphasis in two areas:
i I i market research and | 2 | sales "i
market development In expanding its
-,iles development work (which covers
retail and wholesale distribution and
the headaches ol the client's own sales
lone i the ad agenc) has roamed from
its original function of creating effec-
tive advertising. However, the fantas-
tic multiplying ol brands and products
SPONSOR
I DECEMBER 1956
25
Question of whether tv programing is
a creative or marketing function will probably
be decided in favor of the latter
and the accompanying difficult) of get-
ting the retailer to accept Brand "A"
rather than Brand "B" has made it
ciln ions that il> there s no sense in
advertising if a elient can't get distri-
bution and 1 2) an absolute necessity
for getting distribution in the first
place is effective nr. at least, heavy)
advertising.
Part of these added agenc) services
have been paid for in the past by "new"
media, radio and tv. With tv still in a
rapid growth phase, agencies will still
have some mone) to expand their non-
billable services. Vs tv's share of ad-
vertising levels off. however, agencies
will be meeting head on the problem of
whether to expand services under the
1 '
commission or charge extra.
\ heady the demands of industry for
more professional business service
have multiplied the fees paid to agen-
cies. And. in one significant case,
agency organization has been affected.
The case: McCann-Erickson, whose
i ise is being watched with keen inter-
est by competitors and client alike.
McCann's latest affiliate. Market Plan-
ning Corp.. a management consulting
firm specializing in marketing prob-
lems, not only represents a new high
in added agencv set v ice but has caused
the hackles to rise on the backs of
some old-line management consultants
who make no bones about their belief
that ad agencies should remain in their
own back yards.
It is no secret that McCann's man-
agement -mup IS ever alert tor addi-
tional opportunities to set up indepen-
dent, self-supporting affiliates. While it
may be too much to say that other
agencies will inevitably follow this pat-
tern, it appears clear to main admen
that the self-supporting agency affiliate
will be showing its face more often.
One estimate of how far the agency
has gone be) ond its traditional borders
i nines from McCann's president and
bo) wonder. Marion Harper, Jr. In a
speech before the 1956 annual meeting
of the ANA. Harper guessed that
"agencies are now a policy-influence
factor" 1 1) in 75% of projects involv-
ing product and package design, (2)
in 1095 of projects involving technical
product research. (3) 25' , of projects
involving sales incentives and sales
training, (4) 75', of projects involv-
ing premiums, contests and promotion,
(5) 35', of projects involving exhib-
its and displavs. Judging hv the way
the wind is blowing, it can be assumed
that those areas where the agencv had
McC.inn-Erickson's Market PI ng l orp., management consultant affiliate, represents trend
i" 1 ervices and d tralization, L, to r., Frank Kenyon, Robert Smith, Edgai Nelson, J. Queen
20
SPONSOR • 1 Di;< I vim 1; 1956
least influence are those where its
growth in influence will be greatest.
Since the Communications Revolu-
tion is in part a distribution revolution
with pre-sell needed to move goods in
self-service stores and with new brands
fighting to get on the shelf in increas-
ing number, tv will play increasingly
important part. The big advertisers
hardly dare introduce a newr package
brand without pressuring the super-
market buyers via video. With the
U. S. standard of living rising, the
pressure for new7 products will be even
greater and the role of tv correspond-
ing important.
So far as the agency is concerned
one aspect of tv's future is still not de-
cided. That is: Will tv programing be
considered a marketing function or a
creative function? The odds are the
marketing man will be the policy-
maker and the creative programing
man will be one who carries out the
policy. Programing men may bristle
hut this is the trend of the times.
(For previous sponsor articles on
the subject of the marketing revolution
and its effect on ad agency functions
see "The ferment underlying today's
shifting of accounts." 28 November
L955; "Is 'marketing' the newest ad
agency tool — or cliche?" 12 December
1955; "The psychiatrist and the ac-
count executive," 26 December 1955,
and "Did high tv budgets force agency
revolution?" 9 January 1956.)
• Just as the Marketing Revolution
brought the "commercial" man more
obviously into agency life, so will the
Communications Revolution bring in
the social scientist. This has already
begun to happen and. in the next dec-
ade, psychologists, sociologists, statis-
ticians, research technicians of all
kinds, etc., will not only come into the
agency in larger numbers but will as-
Mime policy-making roles. It is no ac-
cident that a social scientist, Dr. Max-
well Ule, was recent l\ put in charge of
marketing services at Kenyon & Eck-
hardt, and that the radio-tv depart-
ment, commonly considered a "crea-
tive'" function, is under his supervi-
sion.
This professionalization of person-
nel will become apparent in so-called
imn-academic jobs, too. Media-bin -
big, for example, will become more
professionalized and the demand for
highly-trained, competent media buy-
ers will probably be higher than the
supply. There is already evidence that
this is happening in today's agencies.
Illlllllll!ll!!i - «!l!llllll
IIIIIIIIIIIIIIIIIHIII
This is where agencies are headed
More services than ever will be performed by the agency of the
future. Market research, sale- development will increase in
importance. Independent affiliates will perform some functions
Social scientist* will invade tin- agency in growing numbers,
2 will increasingly assume policy-making roles. With professional-
izing of most personnel will (dine shortages in some areas
Scientific techniques ami fait- will play larger role. Data
3 processing machine-- may be important and market measurement
will resemble more and more the feedback functions of automation
Creative men will be integrated into group system. The individ-
4 uaJ -tar will have no place. Fact-oriented agency will have to
find way of supplying proper environment for creative personnel
Commission system will probably remain with large superstruc-
5 ture of fees on top. Slowing of tv growth will lake away one
source of money to pay for added services during next few years
Communications problems within agency and between agency
6 and client will call for increasing attention. Agency-client com-
mittee system may take over job of integrating agency services
IllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllW
As a matter of fact, some admen
feel the growing complexity of adver-
tising techniques may give rise to
shortages of qualified personnel in a
number of fields. Some agency plan-
ners are already anticipating the prob-
lem of shorter work weeks and shorter
career spans and the effect this will
have on the cost of carrying technical
personnel. Shorter career spans ma\
come about through longer stretches
at school (it takes time to become a
Ph.D.) and earlier retirement because
of the growing si tains of working in
the advertising business. In sunn'
areas, the burden of training will fall
on the agency and th i ~ burden is not
r
ARTICLE IN BRIEF
Expanding agency services are creat-
ing a Communications Revolution in
the advertising business. The tone of
the agency in 1966 will be set by
social scientists and growing reliance
on facts. Tebvision's role in pre-selling
brands will become more important
inconsiderable. McCann-Erickson esti-
mates it spends $28,000 per year per
executive trainee.
• The social scientist is bringing
into the agency not only a new lan-
guage but a great admiration for facts
— or, to be more precise, validated
facts. The fact-gatherers and the fact-
interprcters will do much to change the
atmosphere of the advertising agen<\ .
They will be supplied with an in-
creasing volume of facts. This is already
happening with such rapiditj that the
abilit) tn evaluate the uses of data-
processing machines will make an im-
portant difference in tin- agency's abil-
it \ I" answer problems quickly, to
answer more pi oblems w [thin a given
space of time and to answer new kind-
of problems. The lime will come when
the agencj besl able i" master data-
processing techniques will have a con-
siderable jump over its competitor in
attracting and holding accounts. \t
present, the agencies are barel) aware
<>l the effect of data processing nia-
i Please turn to page 74)
SPONSOR
1 DECEMBER 1956
27
reaLemon dramatizes
RADIO TO THE GROCER
Supermarket shelf space is a scarce commodity. That's why
every ReaLemon a<l dollar has to "make a noise like a hundred"
"IT
k>''it one "I cur advertising dol-
lars has to make a noise like a hun-
dred, says frvin Swartzberg, Dresi-
denl of the ReaLemon-Puritan Co. of
Chicago, who stalled a business which
todaj grosses $15 million a year with
an investment ol $200 in L935.
ReaLemon's formula for getting the
biggest bang at the local level, with
food brokers, grocers and consumers,
is an even blend of radio and merchan-
dising. Merchandising your advertis-
ing, and promoting \ourself to the
food trade, is the most important thing
,i good manufacturer can do in today's
competitive market, says Swartzberg.
"Today, there are so few profit dollars
left for the food manufacturer that he's
in a \er\ had shape if he wastes his
advertising inone\ .
In the last decade, this privatel)
owned company has invested an aver-
age ol 80^5 of its total advertising
budget in radio, hot!) network and lo-
cal. The remaining 20' < has been al-
located all over the lot — to consumer
magazines, such as the Reader's Digest,
to network and spot television, to
newspapers, to homemaking books dis-
tributed in food stores.
How much does this add up to for
radio? In the past 10 years, ReaLemon
has spent between $5 and $6 million
on the medium, graduating the annual
budget upwards so that todav the radio
allocation is running at the rale of
$] million annually.
\rthur Lundell. advertising mana-
ger of the company, puts it this wav :
"We've tried almost cvervthiiig at one
lime or another, hut we always end up
w ith radio !
Merchandising to the trade and consumers starts before ReaLemon m-
Talent cooperates in giving personalized copy, making appeal
inci foi publicity shots. Don McNeill and lii-- Break-
i ah gang "ii \l!< promoted company's nev juice product,
Vtambo Punch, 1>> writing and introducing an original Bong fti
Midilli Vgi Mambo, ami offering sheet music in radio listeners
Local stations cooperate, often without anj direct request from th<
in selling up in-store ami window displays "l Real emon products whicl I
advertise. Ever) personality i- briefed \<\ ReaLemon, often by ii- presidd
on quality features, ii~ diversified iw'-. Station people umk will
sponsor's field nun in matt-bin-; Ivpc ol radio u-rd lo local market nJ
^KOA
ADVERTISED
PRODUCTS
The reason: radio sells and it's sale-
able. It's moved merchandise for
ReaLemon and it's been mightily mer-
chandisable to the trade.
How has it sold?
Swartzberg gives radio the major
share of the advertising credit for
growth of his business on these counts:
i 1 I Sales of the varied product line
have increased 1.000', in llie past dec-
ade; (2) ReaLemon is available "in
every national and local chain, co-op
and independent store in the country,
from the mammoth super to the corner
delicatessen," with 98% distribution in
the U. S. and almost that much in
Canada; (3) ReaLemon is the undis-
puted leader in its field, selling more
than five times the total of all com-
petitive brands combined; (4) Rea-
Lemon headquarters in a $l-million
Chicago plant, maintaining plants also
in California. Florida, Connecticut and
New Jersey.
ReaLemon and its agency, Rutledge
and Lilienfeld, Chicago, conduct con-
tinuing media tests to determine adver-
tising effectiveness. After a single Chi-
cago radio personality introduced
RealFig last year, with the help of
r
ARTICLE IN BRIEF
ReaLemon-Puriran Co., Chicago, in
past 10 years has spent 80% of its
budget on radio, network and local.
Sales are up l,000°o, distribution is
98°o, plant facilities have expanded.
Credit goes to radio and to ReaLemon's
intensive merchandising to the trade
some newspaper ads, the product
gained complete distribution and
uio\ed 3,000 cases from one local
chain in nine months when the buyer
bad estimated a maximum sale of onl)
500 cases in a year. Another time,
testing the use of using local radio to
support a network buy, ReaLemon
scheduled a combination of both in
three markets. In each city, sales
were up higher than they were in those
areas where network alone was used.
The company found quick returns
on its investment in radio and mer-
chandising. Its first radio purchase,
sponsorship of the Housewives' Pro-
tective League personality in Chicago,
came 10 years ago in the fall, at the
end of ReaLemon's big summer sea-
son. ^ et "like magic, in no I ime at all.
our product began t" move off the
shelves. (>ui dealers were happy, so
were we," says ReaLemon's president.
In the pasl lo years, the client has
maintained it- basic combination of
local and network radio. In network,
it has sponsored Julian Bentle) and
the news on C.\\> Radio in 1 '■>."> I. \i-
thur ()odfre\ on ( II »S Radio and Tele-
vision in 1952, Queen for a Day on
Mutual in L953, Job.. Dab on ABC
Television in 1954, and the Breakfast
Club on \li<: Radio in 1955.
This past summer, the company
racked up a saturation record b\ spon-
soring segments of seven programs on
the ABC. CBS ami NBC radio net-
works, gaining the impact of these
personalis salesmen: Robert Q. Lewis,
Don McNeill. \.t Linkletter, Jack
Bailey, Mar) Margaret McBride, Mere-
dith Wilson. Mike Wallace and Vir-
ginia Graham. The box score for the
summer saturation: 550 cities. 720 sta-
tions. 168,000 announcements — all
heavilj merchandised to the retail food
trade by ReaLemon. as well as by the
networks and stations.
Locally, this client puts the same
taigns even get on air
Mailing pieces plug advertising, go to
every food field account, including 4.000
brokers, before advertising drive starts
ble exposure for its media buys is standard. This outsized bill-
I on Chicago's elevated platform cross references the Godfrey
with local station and time, picks up testimonial from him.
nedia are used, but radio has been the mainstay for a decade
II
mfotf New;
REALEMON
SIGNS UP
< don McNeill
And His BREAKFAST CLUB
ABC NETWORK
353 STATIONS COAST TO COAST
„„^« «< BBS1-
PRUNI
JUICf .
itv»o«k
l3fooo,ooo<-
KttlEMOir
LEMON
Juicr"
ieaLemon!
,,1.000.000'
1^
NU
nEAUMt
^MONAOEj
fid
,lClf«
*»0!
, «»OlO
»OOK»
oiw**"'
Ml**'*
BIOOIST SALIS CAMPAIGN IN HI ALEMON HISTORY
Order Now! Cash in on Sales!
REALEMON continued . . .
stress "ii personalities. ReaLemon
buys news, homemaking shows, chat-
ter and di-k jockej programs. It likes
td reach listeners in cars particularly.
President Swartzberg's insistence on
a strong merchandising platform as a
base for his radio advertising starts
with a personal visil to the personali-
ties who will be delivering the Rea-
Lemon commercials. Giving each one
"the full treatment on our product and
it- main u-cs." Swartzberg "sells" the
personalit) and "this helps immeasur-
abl) in oui cause.
The same cause is aided by such
additional merchandising devices as
dealer and broker mailings; a bro-
I lucts. We'd rather have the pres-
tige and the belie\ abilih of a good
personalis than bin a highh rated
performer who is entertaining hut who
isn't helie\ ed.
The niedia-plus-iiierchandising for-
mula paid "If mosl handsomely, though
less conspicuously, this fall, after one
of the coldest summers on record.
"I his summer ended on the Fourth of
July," says Swartzberg. "There were
losses of _)_>', I" oil', in the beverage
industry. But our sales held to within
1 ' i of our best year. This is only the
second year in the past 21 in which we
have remained stable: in all others we
zoomed upward. We quite naturally
President trvin Swartzberg, r., started the company in L935 v. iih $200. Ii now grosses >l i
million annually, lit- directs over-all strategj with the aid ol James I!. Cann, sales manage]
chure detailing ever) radio buy; sam-
ple commercials; contests for the
1 1 ade; promotion letters t" ever) radio
station in the countn which carries
ReaLemon business; promotional gim-
micks l"i such special events as food
com enl ii 'ii-.
There arc other reasons win each
ReaLemon radio dollar "sounds like
8 .""
It uses soft-sell, persuasive, sincere
copy. And the copj "pre-educates,'
-,n - Swai tzbei g. "'I his is one of the
function- ol advertising, to educate the
i onsumei on the aiK antages "I a | I-
ijci before she sees it or uses it.
\nd believabilit) is a requisite.
"\\ e liki .i pel sonalitj w ho hasn t
|, ecu footballed; one with integrity,
\n 1 1 < > doesn't advertise disreputable
ask ourselves 'What would have hap-
I ened it we didn 1 advertise?'."
ReaLemon i- the leader in the com-
pany's 19-producl line, accounting for
more than oil', ol .ill sales, most of
which are to consumers although the
producl is sold also to cosmetic manu-
facturers, bakers and other industrial
accounts.
Othei radio-ad\ ertised item- arc Rea-
I line. RealFig, RealPrune and a new
Maml'" punch which blends a variet)
of exotic fruil juices, i Don McNeill'-
Breakfast Club merchandised the lasl
with an original song, the Middle-Age
Mambo, and several thousand listeners
wrote in l"i the sheel music. I
The client make- main an off-beat
product, i"". two "I the potentiall)
most potent being a Screwdrive] Mix
i orange base, to he mixed w ilh vodka
and a Blondv Marx mix i tomato cock-
tail, to be mixed with the samel. The-.'
ha\ e been canned largeh as a promo-
tion with a \odka manufacturer and
are distributed in package liquor
stores and pouring places.
If an) single word characterizes
ReaLemon. its management and it-
media, that word is flexibility. The
compan) markets a variet) of item-
switches advertising and promotion
emphasis as it is needed, matches the
needs of the local market with the na-
ture of the media and the merchandis-
ing.
Because the compan) is still private-
ly owned, and in a smaller league than
the giants of the food industry, it- e
ecutives can make management deci
sions fast. On man) occasions the)
have bought a network radio show he
tween 5 p.m. one afternoon and 9:30
a.m. the next morning. One time this
happened was in 1951, when General
Douglas Mac Arthur ga\e testimony to
Congress. ReaLemon was told of the
availahil it \ on a Tuesda\. signed for
a full network broadcast of the e\er.t
on ABC b) 9 the next morning.
"Were fortunate we don't need a
board of directors to make our de-
cisions." says Swart/berg. "When the
Arthur Godfre) show was offered to
us for 17 weeks at a package price "f
$390,000 at 1: 15 in the afternoon, we
bought it before 5 o'clock — and ovei
the telephone, at that. Meanwhile,
three major companies were having
meetings the next dav to decide on the
same thing, and this was while there
was a waiting list to get on the show.
In his media book. "Radio is still a
terrific advertising weapon." One of
the primar) reason-: "It can give flexi
bilit) and saturation at a price to tit
an) budget.
"People are alwax s listening at -
time ol the da\ or night, and the) need
not be shouted at, sung to or bull
dozed. The) are intelligent, reasonable
and not easih fooled, .i n< 1 a sin*
-i i aighl bo w aid -t"i \ mi radio can sell
a product.
He thing- radio need -clf-hai p' n
ing, however.
"Kadi" need- a g I searching look
at itself. It needs a face lifting, a
positive approach, new thinking and
an end to moving its best men and
creal ive people into te\e\ ision.
\u<l. finally, "Better programinj ii
an absolute must. ^
■-•
in
SPONSOR
1 DECEMBER 1956
HOW TO GLAMORIZE A MACHINE
It's particularly hard to
fit pretty girls into a
commercial for complex
machinery. But AMF did it
#%merican Machine and Foundry
had a problem: How to demonstrate
the workings of their automatic pin-
spotters for howling alleys in a tv com-
mercial. The obvious way would have
been to simply film the pinspotter in
action.
But pinspotters (devices that put
howling pins hack in position I have
about as much viewer appeal as a milk-
ing machine. It's the milk-maid who
gets the attention.
This was the feeling that prompted
IMF's agency, Fletcher D. Richards,
and Transfilm to call in Mike Levin as
tv consultant. Levin, a sort of Zieg-
feld in the field of tv commercials, hit
on the idea of turning howling pins
into girls. Simple as it may sound, the
technical problems were sizeahle.
First, the girls could not just fall —
they had to fall like bowling pins.
Levin studied slow motion movies of a
"strike" until he knew exactly how
each pin went down, then passed this
on to his models in a bruising rehears-
al. Rehearsals taught the girls not to
flinch at being hit b) the 40-inch
howling ball (constructed of plastic
and guaranteed "harmless").
This sequence cost $5,000 and took
up only 10 seconds of the minute and
two-minute commercials, mainly bowl-
ing scenes on alleys at North Arling-
ton, N. J. The girls provided a lead-in
for action shots of the automatic pin-
spotters, giving the machinery meaning
to the tv audience. (The commercials
have appeared on 57 West coast and
Midwest stations in NCAA football
games co-sponsored bv AMF.)
\\ it bout the girls in the roles of pins
to first dramatize the "strike" and the
set-up. the message of the whole com-
mercial would have been dependent on
a piece of machinery t<> gain attention.
But people like people — especialb if
they're 34-23-34. ^
Sequence -tart- as models, simulating bowling pins, await roll of ball. ( om-
mercial dramatizes American Machine and Foundry's automatic pin-putter-
Forty-inch oversize bowling ball end- it- roll toward the "pins." Two balls
were constructed (one was a spare) at cost of S200. The> could not burt girls
"Pins" tl\ in all directions. Girls fell hundreds of times at rehi
before right pattern was confirmed by Mike Levin who directed for Transfilm
Strike! \ltei Falling down girls pop up again as il automatically spotted.
N'queiue lasted Id -einmls. took two days i" rehearse and shoot, cost (5,000
SPONSOR
1 DECEMBER 1956
31
Donning retailer's coat and understanding his problems is vital in merchandising, >a\- Max Buck. g.m. of WRCA-TV
THE PROS AND CONS
It takes more than air time to empty retailer's shelves, hut how far can
stations go in meeting merchandising demands from advertisers?
I he merchandising of advertising
In media is a controversial subject
and a complex one, made more so by
the inter-relationships between buyei
and seller. I stimulating discussion
of merchandising, from all angles, was
mod, ■nihil recentl) 63 />'. David him-
ble, Grey tdvertising, for the new
Broadcasters Promotion Issociation
in Chicago. II 1^ panel: Robert S.
\facdonald, Quaker Oats; Don \alhan-
son, Vorth tdvertising; l/«\ Unci..
II R( III \ , 1, ) ml,, sponsor here-
with excerpts some 0) theii remarks.
R. David Kimble, account executive,
(,,c\ tdvertising, V ) .. moderator.
Kinililr. introducing the discussion
of merchandising pros and con-, hack-
grounded the importance of radio and
television station promotion for their
sponsors' products and services al the
local level. Merchandising coopera-
tion for stations, he said, is no longer
"sticking an ad in the women's club
1 I1.11 it) ball program. It - big busi-
ness."
Here are -nine big points he made.
Merchandising is a significant factor
in selling, as pointed up l>\ a Kenyon
Si Eckhardl survej which shows <>.V,
of all radio and 100$ of all t\ stations
offer merchandising coo|ieration of
some kind. Kimble pointed out that
SPONSOR, interviewing 72 major na-
tional advertisers for it- " Ul-Media
Evaluation Stud\." asked "What do
\nii want to know about a medium
before starting a campaign?" Seven
per cent cited merchandising and pro-
gram or editorial promotion as the
prime factor in "influencing the choice
of medium or combination of media
l"i a campaign.
Two-thirds of a group of agency
32
SPONSOU
1 DECEMBER 1956
executives, asked the same question,
said thev want to know "what mer-
chandising or product cooperation
i we'll i gel from the medium" before
the) sign the time contract. Thirteen
per cent ranked merchandising as the
prime factor in influencing media se-
lection.
Merchandising involves the station.
the client and the agencv . with this
panel covering these four points of
view : merchandising the broadcast ad-
vertising, merchandising the adver-
tiser's products or services, the sta-
tion's relationship with the client's
dealers and local representatives, and
audience promotion in behalf of the
sponsor's broadcast advertising.
R. S. Macdonald, advertising direc-
tor. The Quaker Oats Co., Chicago,
"What the client it ants in merchandis-
ing assistance
Merchandising "is just one of the
fringe benefits that influence the deci-
sion of the agenc) and the advertiser
in selling a certain station in a certain
market. It's just one part of the over-
all marketing program and. therefore.
it is influenced and modified directl)
bv other parts.
Other factors, apart from dollar
rates, kilocycles and ratings, also ""in-
fluence the abilitv of the station to do
a good merchandising job. and the
judgment of the buver in selecting the
most suitable station.'"
Some ol these other Factors:
(1) Have the stations a good repu-
tation for doing n ■ than average in
the wav ol ordinarv merchandising
helps, such as lettei-. phone calls, post-
ers in w indows?
(2) Are thev willing to gel in con-
tact with, and work closel) with, our
local sales representatives? Will their
men help us build retail store dis-
plays?
1 3) Are their men acquainted with
top level members ol the grocerv trade
so they can talk to them personally on
behalf of the advertise] .
(4) Are thev civic minded?
1 5 1 \re thev public spirited and
good citizens?
1 0 1 Do thev spell out exactlv what
thev will do for the advertiser, from a
merchandising standpoint, and agree
to keep him informed ol their efforts?
i 7 I Do they promise merchandising
support on a one-time basis, or will
it be a continued efforl during the en-
tire campaign?
The status ol another fringe benefit.
public relation~ between the stations
and either the agent or the advertiser,
"leaves a lot to be desired. It would
be a very friend!) and easv thing foi
the station owner or manager to ex-
press his thanks for business tendered.
and. at the same time, to assure either
agency or client ol bi> desire to be ol
every possible assistance in all depart-
ments of mar! eting.
ERCHANDISING
It iuke~ all three station, agenc) and client to ring the merchandising bell ai the poim
ol sale. These panelists, plus Max Buck, g. mgr., WRCA-TV, New York, speaking at lirsi
Broadcasters' Promotion Meeting, cited individual responsibilities ol each group, a- well
as those shared bv buyers and -ellers ol broadcast time in gaining ultimate objective: point-
of-sale advertising i notion resulting in an increase in ovei the-countei sales volume
K. David him hi, ■
R. S. Uanlonalil
Dim Wathanson
Uthough "we ha\ e faith in the abil-
itv of radio and i\ i" produce sales.
we don't believe thai eithei indiv idual-
b oi collectivel) the stations have taken
full adv antage ol the vet j real oppoi -
limit v to build themselves into impoi •
taut i iv i< powers in their communitv, .
\n effective merchandising program
depends, to some degree, on the sta-
ARTICLE IN BRIEF
Agencies and advertisers want their
broadcast buys to be merchandised
locally, and at point-of-sale. How
can stations do this best, yet stay
within reasonable budget? Panel at
first Broadcasters' Promotion Assn.
meeting presented pros and cons
lion's reputation among the local con-
sumers and tradespeople, and I feel
strongl) thai improved merchandi ing
will come with the improvemenl oi the
station's stature as a civic minded en-
terprise.'
Donald P. Nathanson, president,
\orth tdvertising, Chicago, "II hat the
agency expects in merchandising seri-
ne im its ' lients"
''I can I expeel one cenl or one sec-
ond ol cooperation from stations un-
less von are willing to give it. \nd I
suspect the otilv reason von are willing
I" L'ive it is because von are expected
to. I he simple philosophy aboul the
agenc) business is: "What's good for
our clients is good For us.
"So whal an agenc) expects is every-
thing ami anything necessarj to move
its client s merchandise. 1 1 the spots oi
progi ams il buj s will do ii alone, noth-
ing more is expected. Bui il excitemenl
at the point-of-sale is required, stations
should pitch in to gel thai excitement.
If dealer interest must be Stimulated,
v on should help stimulate it.
Some recommendations :
"I Inn t srt up a pal promotion i ou-
tine thai evei \ s] oi :an use. I his
onlj moves merchandise fot those spon-
sors who have merchandising prob-
lems thai can lit the tighl pattern ol
your pal program.
"\\ hen v on lake mi a new sponsol .
figure oul a promotion budget l"i him.
Prepare a brie! survej "i checklist,
send ii to him <u his agenc) . uet from
him the merchandising problems he
musl overcome. Ihen custom-make a
pi i ion and merchandising plan just
for him. Spend your promotion dollars
SPONSOR • 1 DECEMBER L956
33
MERCHANDISING continued
to help him where il will do the most
d. Find who needs what and win
and when, and \ou"ll be on first with
renewals . . . and happ) sponsors.
Send "lit a checklist, and get the
sponsor's idea-. Help him where he
needs help and thus make your promo-
tion dollars move merchandise. Don t
jusl build fain \ report scrapbooks:
build sale-.
"'I had a theor) once about station
promotion: ask and you will get. I pre-
pared a checklist of IV) different ideas
I for the Toni < ".. of which Yilhanson
was advertising manager) and we
asked the) check onlj the promotions
the) could deliver.
Some of the Toni sponsor -originated
merchandising aids for station- include
merchandising kit-, newsletters, cour-
tes) spots, thank Mm letters, merchan-
dising spectaculars, stock checklists.
giant post card .
Max K. Buck, general manager,
\\ AY /-'// . \e,< ) or/.. "How jar ran
the station go in providing merchan-
dise service to ml t erlisersY"
"When the clouds stop raining or-
ders, and the customers get off their
knees and on their feet again, adver-
tisers are going to indulge in some
strange conversation. I hex re going
to want t i know from broadcasters and
their agencies how main cans of beans
will be sold by a one-minute participa-
tion. They'll have an old and unfail-
ing measuring stick: how much traffic
and how much turnover will we get for
our dollars.
■'Manufacturers are getting just a
little weary of paying $25,000 for a
blank page irr Life, which the\ then
have to fill up. or of pa\ ing \\ l!< '. \-'\\
$9,200 for an hour of air. No sale was
ever made in the pages of f.ife, or even
on a 50 kw transmitter. The sale just
begins there. Sales are closed in
grocery, drug and department stores.
Until the magic of merchandising is
sprinkled like Stardust over the trans-
action at the retail level, very little
happens.
"The most moving commercial ever
uttered never sold a slice of cheese.
If it did, the Kraft Cheese Co.. which
is spending about $8 million a year
on television, could fire its entire retail
division. But Kraft hasn't. As Kraft
boosts the size of its tv expenditures,
il boosts the size of its retail mer-
chandising crew to tackle the momen-
tous job of developing more listeners
into more customers.
The transformation of commercials
into customers, and listeners into buy-
ers, is a point-of-sale job. "The grocei
who buries his Kleenex in a dust\ hot-
^
*/#jl*c<"1
ARTHUR GODFREY
BOB CROSBY
top entertainers are telling women to
play it
this summer
Enjoy the COOL COMFORT of a permanent AT HOME!
STOCK... DISPLAY... SELL MORE
home permanents during this peak season
Ideal merchandising i. n 1 1. for impact at retail level combines client and broadcast
effort, ;i^ in tin- l"in < '• promotion. Special]) designed eyeglasses «iili ;i "cool" theme
promoted home permanent to local dealers in trade mailings and in in-store displays
torn shelf out of sight completely wipes
out the value of the Perry Como show
in that store. Pern ma\ cost $70,000,
but in thai store he isn't worth a
nickel!"
As to how much merchandising a
station should give arr advertiser. "All
I know is that the job of selling a single
package of oatmeal is a monumental
one. It calls for the combined resources
and ingenuitx of manufacturer, agenc)
and media. If I have a personal rule-
of-thumb. it is simpl) that I seek to
match the enthusiasm and effort of the
advertiser with equal enthusiasm and
effort on our part."
The agenc) with a freshman press
agent who calls and asks "What re you
going to do for us?" isn t interested in
merchandising but in "mooch-andising,
which is a one-sided deal."'
The true merchandising man in the
broadcast business or anv business,
must be a specialist." He must have
suffered in the retail field, have seen
what happens when a package is moved
up on one shelf or down on another.
He must have witnessed with startled
eyes the mass selling techniques at
store level that have enabled super
markets to chop the cost of doing busi-
ness from a gross of 40' i to a gross
of 14'< or less.
Irr the days ahead, the radio or tv
salesman '"who ventures out unsupport-
ed with legitimate merchandising know-
how, or unaccompanied b) a true mer-
chandising specialist, will feel like a
soldier in no man's land armed with a
pea shooter. Madison Avenue and
Michigan Avenue ma) never become
loneh heats, but the) will become
places where deals are inereh begun.
The sale will be advanced on the air
and completed on the grocer) -ton-
floor."
At our place. e\er\bod\ gets into the
merchandising act. "We think lli.it -
the wa\ to give ourselves sales insur-
ance, to guarantee that the selling team
i- in action all the wa\ down to the
level of the homemaker. It - wrong to
think of ourselves as salesmen of time,
or our product as a vague and formless
thing.
"\\ hat we're selling is something you
can see, heai and measure. We're sell-
ing the movement of merchandise, the
(latter of ca-h registers, plus traffic and
sides. And all of it come- to a head
in those mights merchandising fac-
tories ruled h\ women, super markets
and drug stores and butcher -hop-
the pa) -off point !" W
• I
SPONSOR
I DECEMBER 1956
THE^FACTORS
FAVORING i
SYNDICATION
FLOOD OF FEATURES
1 old
tea iu
res replace
in game time slots
Hulk of
mo\ ies
coming into tv
will not
move
into >\ iiiliealeil
film slot
- Iml
rather into ilie
traditioi
al movie periods
_ Ki 1:100. il sponsors need
nierehandisable show
Firms like bakeries, dairies,
oil and beer outfits require
showcase which they can use
lo merchandise their product
ISN'T HURTING
SYNDICATED FILM
Temporary jitters arc being replaced by sober second
thoughts as brisk business in bulk and rerun sales
and need for the basic half-hour format continues
— II. ill -hour show is
needed in tv programing
Half-hour show i~ a staple
for station programing, is
more flcxihle than features
Yi hen show changes are made
I he heaw movement of Hollywood
features into tv, while creating a
minor revolution in video-buying, has
so far left the film syndication husi-
ness relatively untouched.
And the long-range picture indicates
that the situation will remain that way.
I For a broad view of how the movies
are currently affecting tv. see "Feature
film's spectacular impact." SPONSOR,
15 October 1956.)
Syndicators got a case of the jitters
Following the class) rating garnered bv
Colgate with 30 Seconds Over Tokyo,
the premiere of its MGM buv on
KTTV, Los Angeles.
Sober second thoughts and later de-
velopments, however, have had a set-
tling influence as the buyers of film
made clear that both feature and S) n-
dicated film meet specific needs and
can co-exist without an) trouble.
These are the settling factors:
• The new features coming on the
market are. for the most part, replacing
old product in traditional feature film
slots. In a few rases there ma) be
battles for choice time on Midwest sta-
tions where the network goes off at
9:30 or 10:00 p.m. and some syndi-
cated shows opposite a feature film
slot will get a run for their money.
But much of the program competition
will be of the feature-vs. -feature
variety.
• Feature films do not meet the
basic need of such regional clients as
bakeries, dairies, beer and oil firms for
a nierehandisable program vehicle.
Such firms require a showcase that can
compare favorably with web shows.
They also need the kind of show which
can be converted into personal appear-
ances of the star, premiums, kid clubs,
badges and the like. They need a show,
in other words, with which the) can be
identified. Comparable identification
with a feature film show means usualK
a 90-minute buv — an expensive propo-
sition and still not as readil) nierehan-
disable.
• The half-hour show remains a
basic staple for station programing. Its
shorter length, compared with feature
film, makes it a more flexible show
unit and easier to fit into holes which
ma) open up in a station's schedule.
• \\ hile clearances may be more of
a problem in certain markets where
stations move features into new peri-
ods, advertiser franchises with svmli-
cated shows offer a built-in protection.
An advertiser who has laborious!)
built up clearances for a series over a
period of years, can usually keep hold
of these clearances when he want- to
switch in a new show. For example,
Ohio Oil has been sponsoring Ziv's
Man Called X in 13 Midwest markets.
The oil firm has bought Men of Annap-
olis and will run the new series in the
same slots starting earlv next year.
• Syndicated shows are more stable
program fare than feature films. The
quality and audience appeal of movies
vary considerably, even within one
package. Assuming a syndicated show
is worthwhile at all. the advertiser can
usually assume that his program audi-
ence will remain at a fairly even level.
• A substantial part of the syndica-
tion business is bulk and rerun sales
to stations. Business has been particu-
larly brisk in these areas as the use of
syndicated film for strip programing
has grown. This is a particular!) eco-
nomical form of tv programing, hence
is attractive to stations and sponsors
( especially local ones) alike.
Official Films, for example, has sold
1/v Little Margie in 150 markets. 110
of which involve stripping: Trouble
With Father 1 Stu Frwini in 80 mar-
kets, with stripping in more than half;
the three-pl) Foreign Intrigue group
in more than lit) markets, of which
about 30 are stripping the show.
• From a long-range point of view,
admen realize that the pre-1948 movies
will be devoured in jig time bv tv s
unsated maw and that the disposition
of the post- 194'5 supply is not vet clear.
It is significant that NTA's film net-
work plans have not prevented it from
signing with 20th Century-Fox and
Desilu for lo half-hour shows. ^
SPONSOR
1 DKCKMBKR 1956
35
HOW TO USE NCS NO. 2
If* not a station-picking robot hut timebuyers can use it to
increase efficiency of both spot and network tv radio campaigns
I3\ the middle (if this month, agen-
cies and advertisers will be able to get
the complete L956 Nielsen Coverage
Service. Like Nl - No. 1 in 1952, this
reporl pro\ ides <■<> unty-by-co unt)
coverage information on ever) radio
and t\ station in the countr) .
\\ lien properl) used, this data will
lie a valuable tool for both agency-
men and clients in planning air media
strategy. Il provides buyers with .1
uniform, national measure of ever) sta-
tion - geographic penetration. In other
words, agencymen and clients will be
able to ti'll to what extent the people
living in the 3,000 counties of the U.S.
listen to radio or view l\. They'll be
aide to tell in what areas each of 2.000
tadio and 400 t\ stations has the big-
gest number ol tune-ins and how the)
compare with each other in penel 1 a-
tion.
I hi- aid to more efficient buying is
the first national coverage stud) in
lour years. It's been awaited eagerl)
b) radio and t\ executives in agencies,
client offices and among the stations
as a means of measuring the scope of
the broadcast media.
Because il - been a long time since
a new national coverage stud\ was
available, SPONSOR has assembled the
fundamental farts on how to use NCS
No. 2 and presents them in question-
and-answer form.
Q. It hut is the Melsen ('overage
Se> lice'
A. "NCS is a measurement of area
penetration," says John Churchill, \A..
Nielsen v. p. and assistant to the presi-
dent. It indicates how main people in
each count) tune in to a specific sta-
tion during given periods ranging
from one da\ to a week to a month.
NCS measures a station's circula-
tion, not program popularity. It does
not pinpoint listening or viewing b)
specific times during the da\ or exe-
rting. I!ul the information does indi-
cate the percentage of "total" homes
and of "receiver homes in each
count) thai a particular station reaches
in daytime and at nighttime on a dail)
and weekK basis.
The reporl also shows the percent-
age ol these homes each station
teaches monllih. The monthh cover-
age inloi matioii pio\ ides the "outer
reach of measurahle influence on the
part ol a station since ol>\iousl\ ovei
a months time the station picks up
more occasional listeners than in a
day or a week.
Q. II ok dues \< S get the informa-
tion?
A. NCS divided the 3,000 counties
in the I .S. into L,800 measurement
units composed of single counties with
10.000 or more people and clusters of
smaller counties. The replies of 140.-
000 families from these measurement
units were included in the final tabula-
tion.
In the 200 most populated counties,
N(!S conducted personal interviews.
The inter \ iewers \ isited homes at night
and on weekend-, asked radio ques-
tions first and followed them up with
the t\ questions. The first questioi
always concerned the number of re-
ceivers owned and where they're
located. Ihen the interviewer asked,
"Whal stations have you and youi
famil) listened to in the past month?"
This question wa> followed up with
more specific one- concerning weekK.
dail) and night-versus-da) tune-in
patterns in each lainih.
Coverage maps accompan) each of )<)() radio and 2,500 i\ station reports. Vbove, Nielsen
artists translate figures li 1,000 unt) survey which shows 1 i ~i < -n 1 1 1 u and viewing pattern
for each -1. iimn. Surveys, conducted in spring, are noM reaching stations and agenci
Agency reports, correlated l>\ Nielsen executives George
Bailie 11.) and John Churchill, are coming out 1 1 1 i — month
NCS ISSUES A
REPORT LIKE
THIS FOR EACH RADIO
AND TV STATION
In Green, Pa.
table A
KAAA Green,
Pa.
table B
IARKET COVERAGE
1
NCS DAT-PART CIRCULATION
OMIS BEACHED • DAY Oft NIGHT
LISTENER HOMES, SEPARATELY. DAYllMt AND NIGHT TIME
STATE
TOTAL
HOMES
IN AREA
MONTHLY
COVIIAOI
WIIKIT COVIIAOI
STATE
COUNTY
RADIO
HOMES
IN AREA
DAYTIMI li.lo,. Dork i
NIOHTT1MI (AH.. Dark)
OONTY
HOMES
Morket lnd« ■
HOMES
Mo'hef nd,.
WEEKLY
DAILY
WEEKLY
DAILY
BEACHED
%Tot. %«adw
BEACHED
%T«-
%Bo<J>o
NCS OBC %
NCS CIBC %
NCS OBC %
NCS OBC
%
OHIO
ON?
26,700
i.120
19 20
4,350
16
IT
8ELMONT
25.600
2.560 10
1.530 6
!.**> IS
2.560
10
E«SCN
28.100
3.520
13 13
2,980
11
11
JEFFERSON
27.100
2.710 10
1.350 5
1,620 6
540
2
54,800
6.640
7,330
52 . 700
5,270
2,880
5,»60
3. tOO
LV4NU
PENNSYLVANIA
■iHENY
4*6,200
115.260
25 26
93,090
20
21
ALLEGHENY
443,100
66,490 15
22.160 5
4... 330 10
26 . 590
6
■ft
51,300
25.500
50 51
21,000
41
42
BEAVER
50,000
20,000 40
17,500 35
W.500 25
10,000
20
TTE
51,700
7,»30
14 15
5,450
11
11
FAYETTE
49,500
4,950 10
1.480 3
3,960 8
1.980
4
N
12,300
2,3*0
19 20
1.870
15
16
GREEN
11.700
230 2
LT
1 . T50 13
930
8
MET
22,300
3.600
16 17
2,760
12
13
SOMERSET
21,200
2.420 11
1.210 6
1,010 5
000
4
INSTON
60. «00
14,650
24 25
12,890
21
22
WASHINGTON
58,600
11,720 20
<1,960 17
6,4*0 11
5,270
9
WOE LAND
90,300
26,070
29 30
22,590
25
26
WESTMORELAND
86,900
20,850 24
13.030 15
10,420 12
8,690
10
744 , 700
194,850
159,650
721,200
126,660
65,340
80,410
54 , 260
NO
MARYLANO
5ANT •
27,000
6,890
26 27
5,610
21
22
ALLEGANY •
25,500
5,100 20
3,820 15
2.550 10
1 ,T80
T
I TT •
5,200
1,240
24 27
1,010
19
22
GARRETT •
4,600
920 20
690 15
460 10
320
7
32,200
8.130
6,620
30,100
6.020
4,510
3,010
2,100
IROINIA
WEST VIRGINIA
« •
7,000
1 .020
15 15
820
12.
12
BROOKE •
6,800
680 10
470 7
540 8
270
4
0« •
9,000
1.320
15 15
1,060
12
12
HANCOCK •
8,800
880 10
61" 7
700 8
350
4
ISON
22,900
5.130
22 23
4,240
19
19
HARRISON
22,300
3.340 15
1,560 7
2.230 10
1,330
6
ON
20,000
1.940
10 10
1,360
7
7
MARION
19.400
1.160 6
770 4
380 2
LT
HALL
9.200
1.250
14 14
800
9
9
MARSHALL
8,900
E20 7
530 6
350 4
260
3
MALI*
16,000
3,430
21 22
2,810
18
18
MONONGALIA
15,600
1,560 10
1.400 9
2.340 15
1,710
11
23.000
. 16,880
73 75
14,180
62
63
OHIO
22,500
9 , 000 40
6,750 30
9.000 40
6.750
30
SANTS •
1.600
150
9 10
120
8
8
PLEASANTS •
1.500
90 6
60 4
70 5
40
3
TON •
7.500
730
10 10
580
8
8
PRESTON •
7,300
430 6
290 4
360 5
210
3
1IE •
3,000
290
10 10
230
8
8
RICHIE •
2,900
170 6
110 4
140 6
80
3
M •
♦ ,500
440
10 10
350
8
8
TAYLOR •
4.400
260 6
170 4
220 5
130
»
t •
2,600
250
10 10
200
8
6
TYLER •
2,500
150 6
100 4
120 5
70
3
!L •
4,900
460
9 10
370
8
8
WETZEL •
4,600
270 6
180 4
230 5
130
1
131,200
33,290
27,120
127.500
18,610
13.000
16.680
11,330
H
962,900
244.910
200,720
TOTAL
931,500
156,560
85,730
105.560
70,790
MONTHLY data indicates the "outer reach
of a station's coverage." Its chief value
i- .i- a yardstick for inter-media compari-
sons, nut a i"<>] for choice of station
DAYTIME information pinpoints each sta-
tion's circulation on aweekrj and daily basis,
before 6:00 p.m. 'f'li i~ data ran help buyers
compare station coverage in specific areas
NIGHTTIME circulation of a station ran
differ material!} from daytime coverage.
Breakdown before and after 6:00 p.m. helps
buyers chose according to campaign aims
The remaining counties were polled
\ia written questionnaires that dupli-
cated the procedure in the persona]
interviews.
Q. Hon does this NCS radio-tv
i irculation information compare with
UiC information on newspaper and
magazine circulation?
A. The Audit Bureau of Circula-
tion shows purchase, not readership of
-[indie newspapers and <>r magazine-.
In other words. \BC figures represent
the number of people who Inn a par-
ticular newspaper or magazine, not
the people who read it. The NCS circ-
ulation figures -how how mam homes
in each county are actually reached
• luring given periods bj specific radio
and or t\ stations.
Q. Wluil information does NCS No.
2 pro ride about each station?
A. NCS No. 2 provides individual
reports for each radio and tv station in
the county. Broadly, each report gives
market coverage data and NCS day-
part circulation. There will also be
area summaries and network reports.
Here's what the reports on individ-
ual stations include:
1. Market coverage data: Basicalh.
this section shows the number of homes
in each county and the number of
receiver (radio and tv) homes.
Also, NCS shows the percentage of
total home- in each countv that an
individual station reaches and the per-
centage of receiver homes reached. The
first figure (percentage of total homes)
makes it possible for admen to draw
broad inter-media conclusions, measur-
ing radio versus t\ or l\ against news-
papers, magazines.
The percentage of receiver homes a
station reaches makes it possihle for
ARTICLE IN BRIEF
Main uses of NCS No. 2 are to guide
timebuyers' choice of stations; relate
radio-tv budgets to sales areas; aid
inter-media comparisons. Penetration
figures, based on 140,000 families,
show station coverage, not program
popularity on monthly to daily base
timebuyers to determine how thai sta-
tion compares in a particular count)
with other stations.
Both sets of percentage figures are
given on a monthly and on a weekl)
basis.
2. VCS day-part circulation: Vgain,
NCS gives the information for each
countv in which a Malum ha- an\ audi-
ence whatsoever. It lists the numbei
ol radio or t\ homes in the countv, the
number of home- a station reaches
weekl) and dailj during the daytime,
.mil what percentage of the receive]
homes this penetration represents. \i S
shows comparable figures tor night'
time.
Q. What use 'mi advertisers and
agencies ma/.c <w \( >' No. 2 data?
A. Ad managers will be aide to
allocate advertising budgets more ac-
i in atelj based on < J i — I ■ ihution area- <>i
dealer districts. I!\ studying the
county-by-count) Listening and viewing
pattern- revealed in the report, the)
will have a yardstick for determining
where radio-t\ spending would he most
efficient. The co\era^e data will also
Sl>0\-<u;
I mi i miser 1956
37
NCS NO. 2 continued
make it easier for ad manager- to
selecl air media markets in accordance
with sales patterns, matching projected
expenditures against past sales.
By working out their spot campaigns
on this basis, advertisers will be able
to cut down on waste coverage as well
strengthen their coverage in im-
portant areas. For instance, the) max
find thai one particular station has
sufficient audience in a number of
counties to eliminate need for going
into another market in that area. On
the other hand, they might find out
that major areas, currentlx inade-
quatelx covered, can be reached by
adding new stations.
Network advertisers xxill he able to
tell how the coverage of their station
line-up measures up against their dis-
tribution. Of course, NCS No. 2 is not
to he confused with ratings which
measure a station's or network's audi-
ence at a specific time during a specific
program. NCS No. 2 cannot indicate
program popularity. It breaks down
only far enough to show how many
people in each count) tune in to a
station monthly, weekly and daily.
Agencies max want to reclassif) pri-
mal \ and seconilarx coverage areas for
stations along new patterns after
making a comparative analysis of all
t\ and radio station coverage. New
patterns ma) differ this xcar from the
ones thai developed out of NCS No. 1
in 1052 because of the vast growth of
television in the intervening four years.
I To date, Nielsen lias found little
difference in the home-county penetra-
tion of l\ stations this xcar compared
with L952, including stations in seven-
station markets. The radio figures were
-till being analyzed at sponsor's press-
time, but Nielsen executives anticipate
that radio station home-county pene-
tration will show some drop in markets
that have acquired tv stations in the
intervening four years.)
In using the NCS No. 2 information,
Julia Brown. Compton associate media
director, points out that agenc) media-
men should realize that some figures
max already be out of date, because of
power, facilities and affiliation changes
that have occurred since spring, when
the NCS research was conducted.
"The ways of using the figures are
unlimited," she said at a recent RTES
timebuying and selling seminar, "if
buyers realize that the figures are in-
dicative, but not conclusive. For in-
stance, a change in affiliation on the
part of one station, may affect the
penetration of the other stations in the
counties the new affiliate covers."
Q. Wliat are some pitfalls to be
avoided in using \CS Vo. 2?
A. Mediamen warn against two
xxaxs of interpreting NCS figures,
which max he misleading.
For instance, some agencies take a
certain percentage of coverage within
a stations h e county as par and
then measure all other counties accord-
ing to that yardstick. That is, the
agency might find that a station has
60% coverage in its home county. The
agency then calls 60% par, converts it
to 100, and measures other counties in
which the station has coverage com-
parativelv to this 100 in the home
county. Since this system is based on
how well the station's home county is
served, il tends to produce two alterna-
tive inequities: If the station doesn't
do very well in its home county. thi-
>\-tem tends to inflate its coverage in
other counties. On the other hand, if
the station is very strong in its home
county, its coverage in neighboring
counties xxill seem relatively loxv.
Another potential pitfall is intrinsic
in the NCS grouping of measurement
units. Small counties, numbering fewei
than 10.000 inhabitants, are measured
in clusters. The percentage of receixer
homes, for instance, that a station
reaches in such a cluster of count ie> i-
an average of these counties. It max be
misleading to apply this percentage
(an average of all the counties within
the cluster) to individual counties
within the cluster.
Q. What criteria lor evaluating sta-
tion coverage does Nielsen Coverage
Service recommend?
A. Nielsen recommends that agen-
cies consider every county having
10% or more coverage. However,
agencies will undouhtedlx develop their
own approaches to use of the data.
Q. Hon is \CS Vo. 2 being sold."
A. I he radio and t\ studies are
being sold separate!) to agencies and
advertisers so that no one is obligated
to get both coverage services. In 1952.
the agenc) package combined radio
and tx both.
However, \CS No. 2 is being sold
to station- much the same way as in
1952. This year, every station gets
lllll reports on its own coverage plus
a single cop) of every other station
that has an) audience whatsoever in
its home coiinlx . ^
"banks on channel 19"
rhi 1 rst Wisconsin Nal ional Bank puts
i t in wxix to help assure complete
if the Milwaukee market. As
advertising manager Bob Brown tells it:
On xvxix from mysteries
to basketball — repeatedly win better-than-
good ratings and favorable pub!
We look for similarly satisfactory i>
during the
football season. We're ii bank that banks
nnel 19." Whatever youi field
dollars to doughnuts a low co t chedule on
uxtx will pay the highe I ale dividends.
,.d • Ch
nlirf b» ' I •■■■> Salt
SI'ONSOH
I Dl I 1 MHER 1956
H
ran
NOW AVAILABLE FROM
SPONSOR SERVICES INC
1 ALL-MEDIA EVALUATION STUDY $4
155 Pages
This book gives you the main advantages and
drawbacks of all major media . . . tips on when
to use each medium . . . yardsticks for choosing
the best possible medium for each product . . . how
top advertisers and agencies use and test media
. . . plus hundreds of other media plans, sugges-
tions, formulas you can put to profitable use.
2 TV DICTIONARY/HANDBOOK $2
48 Pages
The new edition contains 2200 definitions of
television terms . . . 1000 more than previous
edition. Compiled by Herbert True of Notre
Dame in conjunction with 37 other tv experts,
TV DICTIONARY/HANDBOOK also contains
a separate section dealing with painting tech-
niques, artwork, tv moving displays, slides, etc.
3 TIMEBUYING BASICS $2
144 Pages
The only book of its kind — the most expert
route to radio and television timebuying. A
group of men and women who represent the most
authoritative thinking in the field talk with
complete candor about tv and radio and the
opportunities these media offer.
9 ADVERTISING AGENCY IN TRANSITION 25c
16 Pages
10 92 WAYS TV MOVES MERCHANDISE 25c
16 Pages
11 TIPS ON TV COMMERCIALS
6 Pages
25c
12 NEGRO RADIO HAS COME OF AGE 25c
16 Pages
13 WHY 5 NATIONAL ADVERTISERS BOUGHT
SPOT RADIO 25c
6 Pages
14 VOLUME FOR YEAR 1955
$15
Every information-packed issue of sponsor for
1955, bound in sturdy leatherette. Indexed for
quick reference, bound volumes provide you with
a permanent and useful guide.
15 BINDERS
1_$4 2— $7
Handy binders provide the best way to keep your
file of sponsor intact and ready to use at all
times. Made of hard-wearing leatherette, im-
printed in gold, they'll make a handsome addi-
tion to your personal reference "library."
4 HOW DIFFERENT RATING SYSTEMS VARY IN
THE SAME MARKET 15c
Ward Dorrell, of John Blair (station reps),
shows researchers can be as far as 200% apart in
local ratings.
5 TELEVISION BASICS 35c
24 Pages
6 RADIO BASICS 35c
24 Pages
7 FILM BASICS 25c
12 Pages
8 PROCTER AND GAMBLE STORY 25c
20 Pages
SPONSOR SERVICES
40 East 49th St., New York 17, N. Y.
Please send me the SPONSOR SERVICES encircled by number
below:
12 3 4 5 6 7
9 10 11 12 13 14 15
Addr
City _
Zone
State
Enclosed is my payment of $
Quantity Prices Upon Request
NOBODY'S
LISTENING
BUT PEOPLE
-WHO HARDLY
SIT STILL
A MINUTE!
Weekdays, a housewife is mostly on her feet
and on the go. There's just one advertising
medium that can reach her continuously. . . just
one she can pay attention to continuously. Radio.
And in all radio, the CBS Radio Network is
the consistent daytime favorite... with a line-up
of dramatic serials that attract an average
of 4,115,000 people a minute, every Monday
through Friday!
What a time and place to sell all the products
for which women are your best customers.
this is the right time to buy...
CBS RADIO NETWORK
2:00-2:05
■m
From U/t to right.
12:00 N. WENDY WARREN & THE NEWS
I2I5PM BACKSTAGE WIFE
12:30 PM ROMANCE OF HELEN TRENT
12:45 PM 0URGALSUN0AY
1:00 PM THIS IS NORA DRAKE
1:15 PM MA PERKINS
1:30 PM YOUNG DR. MAL0NE
2302:45 1:45 PM ROAD OF LIFE
s™jIT 2:05 PM RIGHT TO HAPPINESS
2:15 PM SECOND MRS. BURTON
SPONSOR ASKS
What is the minimum campaign an advertiser
should use to get results from spot tv
lay Heitin, directoi of sales jar WRCA-
TV, \ eu York
Advertising agencies and station per-
sonnel would all be "ill of work were
it possible to set forth a foolproof, all-
inclusive formula to which any tv ad-
vertiser, selling any produet in any
area, might subscribe for minimum
participation with maximum success.
"might prove
grossly
inadequate"
In television advertising, as in most
things, everything i- relative. What
represents a maximum t\ ad campaign
for adveilisn \. well mi".ht prove
grossly inadequate even as a minimum
campaign for advertisei I!.
Going "in step further, contingen-
cies such .1- i\ pe "I product or service,
re< .I established reputation, dis-
tribution and av ailahillt \ must neces-
sarily dictate a difTerent definition for
each individual advertiser of the terms
"minimum campaign" and '"maximum
}UCC(
Assistance in determining the type
of campaign to a< i omplish the best
results al lowesl cost to an indh idual
advertise] represents one of the most
basii si i v ices "I the \\ l>'< ! VI \ sales
department. I xperience has shown us
thai "in i 10 Plan works well for one
advertiser, whereas anothei derives
itei Batisfai tion w ith results from
the I 1 50 Plan and -till others find
our "Double I)i\ idend" most effective.
Therefore, it follows that a good
rule of thumb for the tv advertiser is:
What's sauce for the goose ain't neces-
sarilv sauce for the gander.
Ceorge Whitney, v.p.-general mgr.,
KFMB-T) . S„n Diego
Distribution and availability of the
product or service must be considered,
but if the customer can find it or reach
it reasonably easily, a minimum of 13
week- i- necessary for the advertiser to
realize maximum return for his in-
vestment.
Even the best salesman rarely closes
the deal on the first call: so even tele-
vision with its mightiest of all sales
impact should be given the opportu-
I competition
can come
riizht in"
nit\ to sell the viewer over a period
of time. Saturation campaigns have
done the job quicker; but the compe-
tition can come in rijrht behind you
with nunc saturation and the audi-
ence will soon forgcl you if you're not
on regular!) .
If you arc luck) enough to have a
3po1 nexl I" a high-rated nighttime
show, don i change foi a "new audi-
ence. Lincoln-Mercury hasn't changed
1 1 "in the / d Suttit an Show.
felevi-i"n. il properly used, i- the
hi eatest salesman yet devised and you
don't let your best salesman go just
because he'- been with vou for X vears.
James M. Caines, v.p.-general mgr.,
II Oil and WOAI-TV, San Antonio, Tex.
This is a very difficult question to an-
swer since so many factors are in-
volved in properly evaluating the ad-
vertiser's objectives and needs.
Consideration must be given to the
competitive situation, and distribution
"cost-per- 1.000
insure
penetration
must be studied as to whether the
product is new: — which would then call
for even greater advertising efforts to
overcome well-established brands.
Whether the product is seasonal in na-
ture is another important point to be
reviewed.
A good television schedule should
take into consideration all of the above
factors. Then, the number of spots
and their locations with the number of
weeks a given campaign should run
can be analyzed properly and placed
with the confidence that the tv sched-
ule will develop the desired results.
Certain!), it is obvious that all hit-
iii -miss types of advertising weaken
the results, as does an advertising cam-
paign which has not considered all the
42
SPONSOR
1 DECEMBER 1956
basic factors already mentioned.
It is a proved fact that a tv schedule
must have a minimum penetration to
be trulv effective — and purchasing of
spots based on cost-per-1 .<><><> will be a
jzuide in insuring proper penetration.
Niles Trammell, president II t " KT,
Miami, Fla.
There are no minimums in television
advertising. I hardlv think that any
manufacturer or advertising agency
would welcome a lapse in business.
It's like saying that the saturation
point of selling has been reached and
one need go no further. There are
very few products sold today that can
"for today
as well as
tomorrow''
-
«5* Htst
claim the\ have complete monopoly.
In these times of excellent markets and
heavy competition, frequency is the
keynote of success.
Here at WCKT, we have been fortu-
nate in showing our value to clients.
Very often the reaction appears after
the first time the announcement is tele-
vised and steadily builds with the num-
ber of announcements. Most products,
particularly nationally advertised
brands, require a considerable amount
of follow-up to properly sustain their
position in the market.
The factor of impulse buying has
\ery liltle strength without pre-selling
and follow-up advertising. I've always
felt that television offers the closest
thing to personal contact between buy-
er and seller. Surely, the greatest
amount of sales resistance is offered to
non-advertised products. A display
will help merchandising to some ex-
tent; but without the external qualify-
ing push, it will hardlv dent the mar-
ket.
Frequency of commercials in the
main depends on the product. Televi-
sion advertising builds for today's as
well as tomorrow's business. Again,
the frequency is contingent upon the
product and the qualities of that prod-
uct, and from there, to how much a
manufacturer can supply, ^
Red Fox
Swift and cunning, Michigan's Red Fox
has rusty-colored fur, black-fronted fore-
legs, and white-tipped tail. The young
art born in springtime. Mice and other
rodents are caviar to this crafty family.
Oriflinol *«reh
Oorl»l t Sthalir
Put your money where the people are
Flirting with foxes is great sport— but seldom puts
a dollar in an advertiser's till.
WWJ's radio signal, personalities, news coverage,
and feature programming concentrate on people—
the big-earning, big-spending folks in southeastern
Michigan to whom WWJ is a constant companion
and trusted friend.
Cry "Yoicks!" when you're hunting for foxes. Use
WWJ when you're gunning for sales.
Seventy per cent of Michigan's
population commanding 75 per
cent of the state's buying income
is within WWJ's daytime pri-
mary area. In the Detroit area
alone, over 3Vi million people
drive nearly 1 XA million cars and
spend over $5 billion annually
for retail goods.
WWJ
AM and FM
RADIO
WORLD'S FIRST RADIO STATION
Owned and operated by The Detroit News
NBC Affiliate
HaHonal Representatives: Peters, Griffin, Woodward, Inc.
SPONSOR
1 DECEMBER 1956
43
«^fr©e*a_
.:
COMPETITION
BY 135%
IN
/'
COLUMBUS
Details
upon request
Source: ARB
10 E. 44th St., New York 17, OXford 7-5880
You can't cover
America
without
MONTANA
Tke (WkeitAo!
Dioide Station
KXLF-TV4
Metropolitan Montana
gency profile
Chester LaRoche Sr. : let's sell capitalism
Chester LaRoche's liio<iiaph\ in II ho's II ho reads like a compila-
tion from several careers. A former president and chairman of the
board <>f i &.R. he has been vice chairman of the board of ABC, is
now chairman ol the board "I the C. .1. LaRoche agency.
\ gruff-sounding, outspoken man in his si\tic-. LaRoche ha- also
found time to chairman such organizations and committees as the
Advertising Council, Peoples' Capitalism Committee, National Foot-
hall Foundation and Hall of lame, to mention a few.
"We want the American public to be articulate about what we have
in the U.S." he told sponsor. ""That'- public relations at its best The
Top power 1 and 1/2
miles in the sky.
"Tv's a medium thai ran teach and sell at the same lime." says LaRoche
Advertising Council tried to use advertising to show thai this
advertising industr) has a sense ol citizenship, and thai - a step the
l\ netw orks should lake as well.
His concern with the "responsibilities ol the mass media causes
him to take a dim view of -omc u programing. "The American
public isn't getting the kind of information it should be getting, be
says. "Al the mosl important time of the evening, when the audience
is there, the networks seldom pul on shows thai contribute to basic
mass interests. An enlightened sense "I g I citizenship should cause
the networks to do more programs like a Herald Tribune Forum, foi
instance, during pi ime \ iew ing I ime.
The networks, he feels, lend to underestimate the public in theii
eagerness For ratings. "You can make top-notch commercial shows
..iit ol actual events. For instance, this yeai oui client. North Amer-
ican Philips Co., sponsored The Twisted Cross and The Great Wai
on NBC T\ with excellent results. The first show dealt with the rise
and Fall of Hitler, the second with World War II."
LaRoche sees agencies taking an increasing!) active pari in pro
II
SPONSOR
dei i \im r L956
HOW MUCH SHOULD A STATION IN-
VEST IN TRADE PAPER ADVERTISING
Station managers tell us that
they seldom get a straight answer to this oft-asked question.
Yet today's strict insistence on economy in every phase
of station operation demands that the question be answered.
Here is what we say when someone asks, "How much should my
tv (or radio) station put into trade paper advertising?"
For three out of four stations the answer is, "not a red cent."
When you advertise in a tv radio trade publication, you want
to attract national business. You're pinpointing your message
to account executives, ad managers, timebuyers. And you must
have the ingredients that help you and your rep convert
favorable impressions into sales.
With few exceptions, we advise that you reserve your promo-
tion dollars for local use unless you have —
(1) A national representative who will be stimulated and
helped by your trade publication advertising. (2) A market story
strong enough to convince national and regional buyers that your
station is logical. (3) A station story that warrants consideration.
Frequency and power aren't the whole answer, though they help
Networks. A few 250-watt independents have invested as much as
50% of their national spot income in trade advertising and ha\ e
achieved outstanding results.
As we mentioned earlier, three out of four stations have no
business using national trade paper space.
If you're the one-out-of-four that should, SPONSOR recommends,
on the basis of industry analysis, that you invest 5% of your 1956
national spot income in this pinpointed form of advertising.
Si ONSC/ll! //"' n >■<■!. I\ maiiti:inr It anil nulio u<lirrti>crs use
Agency profile continued.
With
191,
OOO
Wafts of Firm Power
KGVO-TV
Missoula, Mont.
is the West's greatest
BUY
MAGNIFY YOUR SALES
IN THIS STABLE Population 145.700
Families 47,900
E.B.I. $212,747,000
MARKET
University City
•
Rich Lumbering and
Agricultural Area
167 Mountainous Mi'es from Spokane
1,102,500
people who spend
Mi
am1;'1:
ROCK ISLAND/ ill':);
REPRESENTED BV AVERY KNODEL
16
gram development. C. J. LaRoche todav bills at the rate of some
$15 million, with one-third in tv and radio, and the agenc\ tv depart-
ment plans to originate and develop programing for agency clients.
A ou cant expect all programing to come out of Weaver's or Hub-
hell Robinson's brains," says LaRoche. "Besides we in the agencies
are more concerned with commercial tv than they are. The agencies
can lick the pants off the networks in sen ing the interests of adver-
tisers— and they pay the bills: without them there is no network tv."
Good tv programing requires the contributions of as many creative
programing men as possible, regardless of where they work — be it
in networks, with independent packagers or in agencies, LaRoche
believes.
"From a critical point of view, this is a poor season," he says.
"We've collected the finest talent into tv, but new things aren't com-
ing out in proportion. Excitements missing this season."
Such excitement, he adds, can be generated through developing
"good, original and creative programing concepts." rather than
through sheer weight of dollar expenditures in talent and production.
Tv "spectaculars" can be low-cost
"\\ e put on a spectacular for one of our clients, Warner Bros.,
who manufacture bras, girdles and foundations. The concept of the
show, The Warner Bros. Fashion Show, is one that combines a serv-
ice to the viewers by informing women on fashion trends, and at the
same time, provides a logical, ideal vehicle for the sponsor's com-
mercials. Our first in the series of four which will be on NBC TV
starred Jinx Falkenburg. Bill Tabbert. Doretta Morrow on September
22. We've alreadv had excellent response from consumers and from
stores that cam the Warner line.
A tall, athletic looking man. LaRoche works in a large office where
the walls are literally hidden by a multitude of photographs. The
pictures trace hi> multi-faceted advertising career and some show him
with such friends as Tom Dewey. There's even a picture of LaRoche
in full hunting regalia on his favorite horse. There are, of course,
several lovely glamor shots of his wife Clara I Roz Russell- -i-tei i
and pictures of his four offspring.
Despite an active business and social life. LaRoche feels it his
responsibility, as a representative of business, to help develop in the
American public an "ideologj and system of idea- to hack up the
material wealth we have in this country.
Says LaRoche, "I've been in business for foui decade-, since I
worked in a drug -tore while I was at Yale.
A series of sales promotion and -pace selling jobs brought him to
Y/&R in the late Twenties, where he became a contact man. "I had
good health, so I outlasted other contact men and became president
of the agenc) .
There've been significant trends in advertising, says LaRoche,
since the days when he started in the business. "In the Twenties it
was hard to gel young men into advertising. The) weren't interested
and the monej was low. Todaj advertising has achieved the status
of a profession, but it's a young one. We need to realize our obliga-
tions to the public to an increasing extent in proportion to the growth
of our profe sion. ^r
-H.X-oli • 1 DKCF.MHKR 1 T>6
Janet IDemas pru-lls tne strings
■witn feminine appeal
Sells Cincinnati women
quite a good cieal
Leads All Day!
Ken Church, Vice President and National Sales Manager • Don Chapin, Manager, New
York Office, 550 Fifth Ave. • RADIO CINCINNATI, Inc., owners and operators of WKRC
Radio and WKRCTV in Cincinnati, and WTVN Radio and WTVNTV in Columbus. Ohio.
SPONSOR
1 DECEMBER 1056
47
I.-:
SPONSOR • L DECI MBER L956
A weekly listing of (lumges
in the ad\ _ and broadcast fields
NEW AND RENEW
NEW ON TELEVISION NETWORKS
SPONSOR
AGENCY
L&N. NY
STATIONS
NBC 144
Bristol-Myers, NY
DCSS, NY
NBC
ABC
CBS
CBS
NBC
NBC
NBC
NBC
NBC
ABC
CBS
CBS
ABC
NBC
NBC
NBC
NBC
160
Corn Prod, NY
C. L. Miller. NY
BBDO, Mnpls
D'Arcy, NY
107
93
Mc-E, NY
128
Kraft, Chi
|WT, Chi
51
Kraft, Chi
|WT. Chi
110
Kraft, Chi
Kraft, Chi
|WT, Chi
|WT, Chi
52
56
Miles, Elkhart. Ind
Wade, Chi
Plastic Block City, Chi
Ovesey & Strauss. NY
56
Reynolds Metals. Richmond
Buchanan, NY
155
Seven-Up, St. Louis
|WT, Chi
Sweets Co, Hoboken
.. .Eisen. NY
60
Sweets Co. Hoboken
Eisen, NY
Eisen, NY
110
52
Sweets Co. Hoboken
Eisen, NY
53
CBS
.CBS
59
direct
51
North. Chi
NBC
NBC
no
Toni. Chi
North. Chi
63
PROGRAM, time, start, duration
Caesar's Hour; Sa 9-10 pm; 2 Feb to 15 |une
Basketball; Sa 230-concl; 5 )an; 7 games
Press Conference; Su 8:30-9 pm; 28 Oct
Giant Step; W 7:30-8 pm; 7 Nov; 52 wks
Capt Kangaroo; alt W 8:30-8:45 am; 10 Oct; 33 alt wks
Prod Showcase; 1 M in 4, 8-9:30 pm; Vj spon; 4 Feb to 27
May
Comedy Time; Th 5-5:15 pm; 3 Jan; 52 wks
Tic Tac Dough; Th 12-12 15 pm; 3 Jan; 52 wks
Modern Romances; Th 4:45-5 pm; 3 Jan; 52 wks
Matinee; Th 3-4 pm ; 2 parties; 3 Jan; 52 wks
Broken Arrow; alt Tu 9-9:30 pm; 11 Dec
Capt Kangaroo; Sa 9:30-9:35 am; 24 Nov; 4 times
Natl Auto Show; Su 5-6 pm: 9 Dec only
Circus Time; Th 8-9 pm; partic; 6 Dec
Cowboy Theatre; alt Sa 12-12:15 pm; 24 Nov to 11 May
Tk Tac Dough; alt Tu 12:15-12:30; 27 Nov to 14 May
Modern Romances; alt Tu 4:45-5 pm; 27 Nov to 14 May
Howdy Doody; alt Sa 10-10:15 am: 24 Nov to 11 May
Heckle & Jeckle; alt Su 1-1:30 pm: 14 Oct; 7 alt wks
Texas Rangers; alt Sa 11:30-12 n; 6 Oct; 26 wks
Tic Tac Dough; alt m 12:15-12:30 pm; 7 Jan to 16 Sept
Queen for a Day; alt M 4:15-4:30 pm; 12 Nov to 16 Sept
RENEWED ON TELEVISION NETWORKS
SPONSOR
Bristol-Mycs, NY
Cen Motors — Chevy,
Hartz Mtn, NY
Kellogg, Btl Creek
Lever Bros. NY
Detroit
AGENCY STATIONS PROGRAM, time, start, duration
Y&R, NY CBS 98 Codfrcy Time; M & W 11-11:30 am; 22 Oct. 52 wks
Camp-Ewald. Detroit CBS 112 C. Moore; W 10:15-10:30 am; 28 Nov; 13 wks
Hartman, Chi . ABC Circus Time; Th 8-9 pm; partic: 20 Dec
Burnett, Chi CBS 74 Godfrey Time; Tu & Th 11-11:15 am; 23 Oct; 52 wks
|WT, NY CBS 98 C. Moore; W 10-10:15 am; 14 Nov; 52 wks
BROADCAST INDUSTRY EXECUTIVES
NAME
FORMER AFFILIATION
City
WKY-TV. Okla
ABC-TV, Chi, dir central div
MCA-TV. vp chg NY office
WSUN-TV, St. Petersburg, prog dir
WNBH, New Bedford, Mass
WSUN-TV. St. Petersburg, chg continuity
Dewey & Almy, Cambridge, sis
John Albaugh
Norman Bagwell
James W. Beach
Aaron Beckwith
Charles D. Bishop
Dick Bunnewith
Bill Colctti
Ccorge H. Duncan
John Falcetta H-R Reps, NY, clerical
Arnold Felshcr <DKA, Pittsburgh, sis
Jack Frazier _ Crosley Broadcasting, Cin, dir radio-tv merch
Nicholas Cordon NBC o&o stns. NY, rate & pricing analyst
Edward E. Hall Vitapix, NY, exec vp & gen mgr
Maurice Hayes WSUN-TV. St. Petersburg
Maurice Hesslegrave
Jack Hitchcock
Carol A. Johnson
Phil Jones
Ralph Jones
Raoul Kent
Frank King
Maurice Kipcn
William Koblenzcr
Elaine Laron
Ronald Leif
Jerry Liddiard
Allen Ludden
Chad Mason
John Melton
WSUN-TV, St. Petersburg, acct exec
Capehart Farnsworth. Ft Wayne. Ind
KCEN-TV, Temple, Tex, sis
KTLA, LA, sis
MCA, TV, Chi, sis
Frank King & Co.. LA. owner
WTMJ AM-TV, Milwaukee, music dir
ABC-TV, NY, net sis
Dumont tv, NY, producer
MCA TV, NY, research super
Guild Films, sis
NBC radio. NY, coordinator program sis
.WSUN-TV, St. Petersburg, tv producer
KHJ-TV. LA, chg merch & serv for nat advertisers
NEW AFFILIATION
KEY-T, Santa Barbara, acct exec local sis
WTVTiTVl, Tampa-St. Petersburg, bus mgr & admin asst
Same, vp
.Nat Telefilm Asso. NY, dir bus devel
WSUN AM-TV. prog dir tv & radio
WOKO. Albany, sis
WSUN, sis rep
Avery-Knodel. NY sis
Same, sis prom
MCA TV, Pittsburgh, sis
Same, dir client service
- Same, mgr rates & program eval
CBS radio. NY, bus mgr net sis
Same, tv b'cast operations super
WSRS. Clevc. pub rcl & merch mgr
WSUN. sis mgr
WOWO. Ft Wayne, publicity dir
MCA TV. Houston, film syn div rep
Weed & Co. Hollywood, sis
Same, vp
Same, also KFWB. LA. gen sis mgr
Same, sales
National Telefilm
Screen Cems, NY
Same, sis staff
Same, eastern div sis mgr
Same, mgr program planning & devel
Same, prod mgr
|ohn Blair, LA, acct exec
NY, sis exec
publicity rep
SPONSOR • 1 DECEMBER 1956
49
^ NEW AND RENEW
BROADCAST INDUSTRY EXECUTIVES
con ti nurd
Robert E. Lee Moore
Lois T. Morse
Mark Munn
Vera New
Bob Nystcdt
Ceorge Olenslagcr
Robert Olsen
William Quivey
Charles D. Reeves
Charles D. Richardson
Joseph Ruggiero
Arthur L. Savage, |r.
John P. Shipley
Robert J. Steinle
Robert Wogan
WPIK. Alexandria, Va, local sis & pub rel Same, nat sis dir
SPONSOR. NY, asst ed Blair Television, NY, prom dept
KWSC. State College of Wash, continuity ed & instr radio-tv WCN AM-TV, Chi, asst sis prom mgr
WSUN, St. Petersburg, sis mgr vVSUN AM-TV, mgr prog & sis serv
WISN-TV, Milwaukee, news ed vVSUN AM-TV. St. Petersburg, dir advtg & prom
KPHO-TV, Phoenix KOOL-TV. Phoenix, acct exec
VVKY-TV. Okla City vVTVTiTVi. Tampa-St. Petersburg, operations mgr
Action Films. NY, owner & mgr Wilding Pictures, NY, acct exec eastern sis div
CBS-TV, NY, net acct exec Screen Cems, NY. nat acct exec
KPTV, Portland, sis & office mgr KCW-TV, Portland, sis staff
Forjoe & Co, NY, acct exec Select Station Reps, NY, sis
Lake Spiro Shurman, Memphis, timebuyer Katz Agency, Atlanta, tv sis
WKNB AM-TV, W Hartford, chief eng Same, operations mgr
Amos Parrish, NY, acct super, asst dir sis prom & ad agency NBC-TV, NY, prom mgr. merch dept
div
NBC radio. NY, eastern program mgr Same, mgr program operations
ADVERTISING AGENCY PERSONNEL CHANGES
NAME
Rube Blavat
Al Bonk
John F. Bonsib
Louis W. Bonsib
Esther Burke
FORMER AFFILIATION
NEW AFFILIATION
Advertising Associates, Phila, office & prod mgr Same, also board of directors
U. S. Advertising, Chi Same, asst to pres
Bonsib, Ft Wayne, Ind, vp & treas Same, pres
Bonsib, Ft Wayne, Ind, pres Same, chairman of the board
LOOK. NY. staff __ Roy S. Durstine, NY, mgr publicity dept
William E. Chambers, )r. McCann-Erickson, NY, vp & acct super FC&B, NY, vp & acct super-Cen Foods & Lever Bros
Howard Dahms Advertising Associates, Phila, acct exec & creative dir Same, also board of directors
Harry J. Deines jWT, NY, vp Fuller & Smith & Ross, NY, vp chg Westinghouse Ind Div
Malcolm Dewees Johnson & Lewis, San Fran, acct exec Buchanan, San Fran, radio-tv dir
Arthur B. Dowd Plymouth, Detroit, merch mgr Clark & Bobertz, Detroit, mgr sis prom dept
(eannette Duringer U. S Advertising, Chi Same, radio-tv timebuyer
Shippen Ceer Shippen Ceer & Co, NY, head Fuller & Smith & Ross, NY, vp chg corp pub rel all FSR offices
West Cillingham W. B. Doner, Detroit, acct exec Betteridge & Co. Detroit, exec vp
Norman Cladney Bulova, NY, dir tv & radio merch Reach, Yates & Mattoon, NY, dir & vp chg tv & radio
Len Hall, |r BBDO. Cleve, creative dir BBDO. NY, group creative head Philco acct
S R. Hutton Honig-Cooper, San Fran, pres Same, chairman of the board
Robert Phelps KuKuck Hefferman & McMahon, NY, pres Hoffman-Manning. NY, radio-tv dir & acct exec
William A. MacDonough Avco. NY, dir merch & advtg Croslcy-Bendix Div Kudner, NY, exec staff, Frigidaire acct
Byron W. Mayo BBDO, San Fran, acct exec FC&B, San Fran, acct exec
Henry Nathan Coodkind, )oice & Morgan, Chi, vp C. Wendel Muench, Chi, merch counselor & acct exec
John 0 Connell Dan Lawrence. San Diego, acct exec
Shelton Poguc Cunningham & Walsh. NY, asst mod dir Dancer-Fitzgerald-Sample, NY, asso med dir
Ceorge Richardson Y&R, San Fran, vp & contact super Same, office mgr
F. M. Rodgers BSF&D, Detroit, acct & creative super VanSant-Dugdalc. Bait, acct exec
Fred I. Sharp, Jr. BBDO. Cleve, acct super Same, vp
Richard C. Terry Ted Bates, NY, exec mkting dept Same, vp mkting dept
Maureen P. Toomey ABC Radio, NY, asst script ed Salzman, NY. copy chief & acct exec
STATION CHANGES
KILT ' TV I . El Paso, has appointed Young Television natl reps
KLIF, Dallas, has appointed John Blair Co natl reps
KOMA, Okla City, has been sold to Meyer Feldman & Associates, pend-
ing FCC approval
KONO-TV, San Antonio, to join ABC tv net, effective 21 Jan
KRAI Craig, Colo, has appointed Simmons Associates natl reps
KSAN. San Fran, has appointed Tracy Moore & Assoc, reps in LA &
Pacific Northwest areas
KSLV, Monte Vista, Colo, has appointed Simmons Associates natl reps
KTMS. Santa Barbara, has become an affiliate of Don Lee radio net
KUBC, Montrose, Colo, has appointed Simmons Associates natl reps
KVOD. Denver, has appointed Simmons Associates natl reps
WAFB-TV, Baton Rouge, is now represented by Blair TV
WFPC-TV, Atlantic City, has been changed to WHTO-TV
WMFD TV. Wilmington. N C . has appointed Wagner-Smith Associates
& lames S Ayers natl reps
WOKO. Albany, has appointed Breen & Ward stn reps
NEW FIRMS, NEW OFFICES Change of address)
Hge & Co , Detroit, has new offices in the Penobscot Bldg.
Breen 0 Ward. NY. new in field of station representation, is at 400
Madison Ave.
Buchanan & Co., San Fran., has moved to Suite 1500, Russ Bldg
i' Ing of ANPA, NY, is now at 485 Lexington Ave
Antln w Cowans Inc. Montreal, new in field of pub rel & radio-tv ad-
is located at 1570 St. Matthew Street
K JOE. Shrcveport. in expansion program, has moved into entire 2nd
floor of F i r ■, t Frdci.il Savings & Loan Association Bldg
lillcy !> Love NY. is now James Love Productions with new quarters
•it 115 W 45th St
Filmuiic, NY. has opened Hollywood office at 1548 No Highland
Ave
Louise Newman Agency, Oakland. Cal. has merged with Ad Fried O
Associates. Offices at 318 15th St. Oakland
Maxwell Associates. Phila, is new agency with offices in Beury Bldg
Minot TV, NY, is now located at 120 E 56th St
Mumm, Mullay & Nichols, NY, is now located at 580 Fifth Ave
Van Praag Productions. NY, now has Fla. office at 3143 Ponce dc Leon
Boulevard. Coral Cables, Miami
Wagner-Smith, Associates, NY, new radio-tv reps, is at 280 Madison Ave
WHEC, Rochester, NY, wil move into bldg at 191-195 East Ave as part
of its expansion program
WMCY, Montgomery, Ala, has moved to 358 Capitol Parkway, Montgomery
50
SPONSOR
1 DECEMBER 1956
"w A History of «^^*-
rvrvivT.
' ■■' success with movies :
since 1950!
. . . as well-known in Chicago for superior . fr >.
product and maximum audience as State Street! tf\£
■•H fir-
.Z^rh': MOVIES on channel 9 have dominated
the Chicago audience from 10 P.M. to IJU*
sign-off for almost seven years.
<XCi
I
-*
f!
S—
'* *♦ £ !• K,£i • _*liLJ *
...and now, the Thursday 10 p.m. story:
In July, WGN-TV introduced the best first run movie
product available in this period. The rating jumped from
a*n ARB average of 8.7 to an average 22.9— an increase of
163%!
We hit another jackpot on Thursday, Oct. 11 with "How
Green Was My Valley," when ARB gave this period a
whopping
/^•O share of audience
2u • 1 high quarter hour
AVAILABLE
Announcements in this pro-
gram! Check your WGN-TV
representative for immediate
availabilities.
Just another footnote to a history
of success in film programming.
It's consistency that counts!
We can now provide clients with
the best product of three major
Hollywood companies:
WGN-TV
Channel
9
Midwest Office
441 N. Michigan Ave., Chicago 1 1
Eastern Advertising Solicitation Office
220 E. 42nd St., New York 17
Also represented by
Edward Petry & Company, Inc.
SPONSOR • 1 DECEMBER 1956
51
Capsuh case histories of successful
local and regional radio campaigns
SWIMMING POOLS
SPONSOR: Delphia Pools, Inc. \U NCi : Direcl
Capsule case history: Radio can even sell swimming
I [s according to George Delphia, owner of Delphia Pools
Inc., Fresno, Cal. During the month of August, Delphia
purchased KM) one-minute announcements over station
KBIF, Fresno. \- a direcl result of the announcements,
Delphia Pools received from throe to five calls a day from
residents throughout the five-count) area surrounding
I resno. Calls came from Modesto 85 miles to the north
and Wenal 55 miles to the smith. At least 10 pools repre-
senting gross sales of $40,000 have been sold solely through
the use of the radio promotion, reports George Delphia.
whose total investment in KBIF came to $385. In a letter
to KBIF's Dave Maxwell, Delphia wrote. "1 would like to
compliment you on one of the most successful selling jobs
I've ever encountered in the swimming pool business. Your
station has brought us one of the finest returns on our
advertising we have ever had." Delphia's return came to
over $100 in -ale- for ever) advertising dollar invested.
proving again thai rail in moves expensive, non-impulse items.
KBIF, I r< sno, Cal. PROGR \M: Announcements
APPLIANCES
SPONSOR: Hill Radio and Television AGENCY: Direct
Capsule case history: \\ hat does a radio station do when
a client says he wants to be put on the map as an appliance
outlet in a matter of hours? CHML. Hamilton. Canada re-
sponded with Operation 72, a continuous 72-hour marathon
-ale. \\ ithin a three-da) period, listeners to CHML were
made aware thai Hills Television and Appliance store sold
even kind of appliance. The campaign started with teasers.
Two days in advance of the sale there were 32 short an-
nouncements: these were followed by 25 flash announce-
ment- on the sale's opening da\ . During the 72-hour period.
CHML extended its broadcasting hours to remain on the
air all night and originated 10 hours of programing from
-tudios set up in the Hill store. To create added in-store
attention, entertainment, a radio auction and refreshments
were provided during the night. Often there were crowds
of 75 and 100 people at the store as late as 3 and 4 a.m.
At the end of 72 hours. Hill had sold over SI 00.000 worth
ol merchandise, more than 140 tv sets and over 60 major
appliances — equalling the volume of Hill's best month.
CHML. Hamilton. Canada FROCK Wl: Announcements
AUTO SERVICE
SPONSOR: Enoch Chevrolet l \U NCi : W. B. Geissi
Capsule case history: Enoch Chevrolet Co., of Los
Angeles, which is open for business 21 hours a day,
feature- a nighl service department that has been promoted
successfull) over KMPC Radio, Los Vngeles. Working on
the assumption thai the besl wa\ to attract customers to
an all-night business is |>\ reaching the people who are
tke in the post-midnight hours. Enoch Chevrolel went
into sponsorship of KMPC's On Till Dunn program i be-
tween 1:00 and 5 a.m.). The advertiser's objective was,
.nid -till i- to boosl the quantit) of night service business
and, incidentally, to add to his new and used car \olumc bv
acquainting more people with Enoch's 24-houi service and
operation. (Enoch's i- open seven days a week as
well.i Formal foi the record -how is a maximum of music
and a minimum nf unnecessar) talk. John McShane, who
handles the- show, draws the line .it including telephone
conversation oi interviews on his show. His mainsta) is
!' he des< od populat musi< . \ ding to
KMP sponsorship of On Till Dawn
b) the rtment, increased business b) 330%.
KMP< PROGR \M: On Till Dawn
MONTGOMERY WARD
AGENCY: Direct
local Monlgomerv \\ ard
SPONSOR: Montgomery Ward
Capsule case history: Main
catalog and department -tore- throughout the COUntr)
appear to be consistent user- of broadcast media if the
material received b) thi- department is an) indication of
the national picture. Mosl recent case histor) comes from
Montg er\ Waul in Spokane. Wash., which recentl) com-
pleted a sale of G. E. electrical appliances. For a three-da)
K \ I > Sellathon the Spokane store boughl a run-of-schedule
campaign featuring 30- and 60-second announcements made
direclb from the aisles ol the store. According to Robert 1.
Moore, KXL'i promotion manager, the Sellathon increased
appliance sales b) I .''>■'!. I'< and was responsible for similar
increases in adjacent stoic departments. Cosl of the cam-
paign, which ran 18, L9 and 20 October, was $1,000.
Although Moore te <l the sale a "radio sellathon" some
t\ aim cum ni- were also used. \ letter from M. W.
merchandise manage] G. I!. Williams thanking k\la read,
in part, "Moic traffic increased immense!) as a result of the
blitz type coverage, . . We did not expect the wonderful
results, be assured we're planning future promotion-.
KXLY, Spokane, Wash. PROCIOM: \nnoun.ements
SPONSOR
1 DECEMBER 1956
V M
A.BC Radio Affiliates
;oa.xrd
November 16, 1956
As members of the ABC Radio Affiliates Advisory Board we
know that network radio today is unmistakably gaining new
strength both with audiences and advertisers. The
average network station today outrates the average non-
affiliated station consistently across the country,
providing better service to the community as well as
better ratings. The will o' the wisp of independent
station rating superiority has been publicized by a few
instances of recent network disaffiliation which
we believe were ill advised.
We feel strongly that ABG affiliates today have the great-
est opportunity in years to capitalize upon the basic
strength and resurgence of network programming service.
ABC management has given us concrete evidence of aggres-
sive and dynamic leadership in the areas of programming,
news, sales and research, all of which combine to give us
a stronger program structure for the benefit of our
communities.
As network affiliates who endorse the network concept
of broadcasting enthusiastically, we refuse to operate
like a juke box.
Si Goldman - WJTN Jamestown, N.Y.
J. P. (Pat) Williams - WING Dayton, 0.
Ben A. Laird - WDUZ Green Bay, Wise.
T. B. Lanford - KRMD Shreveport, La.
C. B. Locke - KFDM Beaumont, Texas
William Grove - KFBC Cheyenne, Wyo.
James Wallace - KPQ Wenatchee, Wash.
A. D. (Jess) Willard - WGAC Augusta, Ga.
Sational and regional spot buys
in work now or recently completed
^fi
TV BUYS
TREND OF THE WEEK: Spol buying strategy is finer honed, and
one of best examples is current tactic of H. .1. Heinz Co., Pittsburgh.
Tieing the new Mar to its famous 57 brands of soups, condiments
and canned goods, Heinz is scheduling a "Try 57 in '57" theme for
i.d.'s .mil 20's in 65 to 70 major markets on New Year's Eve and
New Year's Day. Plan is to air total of four commercials per mar-
ket about half an hour before midnight on New Year's Eve. the re-
mainder the following day. Buying for film announcements will be
completed h\ end of next week. Vgency: Maxon, New York. Buy-
supen isor : I om Maguire.
Falstaff Brewing Corp., St. Louis. i> checking half-hour avail-
abilities for its planned syndicated t\ film show which will replace
Ci ebrit') Playhouse. New markets will be added to earlier lineup
and a first-of-the-year starl is planned. Agency: Dancer-Fitzgerald-
Sample, New ^uik. Buyer: Frank Howlett.
Proctor Electric Co., Philadelphia, via Weiss \ Geller, New York,
is lining up availabilities for a mid-January drive in behalf of its
new steam iron. Current saturation spol t\ schedule, for its table
in, I toaster, ends in late December in some 18 markets; 30 cities
planned for new campaign, with buying starting within a fortnight.
( ImiiI has increased budget to cover these new major metro areas
and plans continued promotion of the ironing table in the spring.
the toastei in the Fall. Buyers: Max Tendrich and Jack Geller.
Continental Baking Co., New York, through Ted Hates agency,
same <ii\. will renew it- alternate-week sponsorship of the syndi-
cated film show, Innie Oakley, on more than 70 stations 1 Jan. Co-
sponsor with Continental's multiple-product line is Carnation milk.
B ii'- buyer i- \\ inston Kirchert.
National Biscuit Co. (Nabisco), New York, expands the numbei
of markets for ii- syndicated film show, s/. \ King, From 80 to an un-
expected |(»7 earl) next year. Half bom -Imw. promolinj: all sweet
Is, is expected to run from fanuarj through June, preferabrj in
late-afternoon marginal time periods which attract children. Client
i- interested in somi Saturday time periods. Buying has j u-t
started in a few market-. Agency: McCann-Erickson, New York.
Bu) ei ; Sal \-o\ ino.
Lady Esther, division <>| Zonite Products < orp.. Chicago, launches
Inl.iN spol i\ drive to sell its special combina-
tion n of moisture cream « ith purchase of an 89^
four-purpose fac« cream. Saturation film announcements will
%m
•&£
Acciden
. . . BUT NOT ON FILM! N
you'll "air" no fluffs, no goof
flips, no slips when you use filr
spot retakes take care of tl
And, what's more, you'll be at
pre-test your opus— show it a:
like it to selected audiences . .
their reactions at relatively low
Also, you'll enjoy advantag
expert programming, deeper c
age, wider scope material ! Ye
wise — and economical — to
EASTMAN FILM.
For complete information wrr
Motion Picture Film Departm
EASTMAN KODAK COMP
Rochester 4, N. Y.
East Coast Division
342 Madison Avenue
New York 17, N.Y.
»ae
Wfcrf
■'■■••
SKJL
oasf Division
Into Monica Blvd.
bd 38, California
^.r
Midwst Division
1 30 East Randolph Drive
Chicago 1, Illinois
or W. J. GERMAN, INC.
ts for the sale and distribution of Eastman Professional
'cture Films, Fort Lee, N. J.; Chicago, III.; Hollywood, Calif.
m
il
Spot buys
square adman
thought
Washington
was in d. c.
and greenville
in s. c0
Met an advertising man the
other day. Said sure he knew
where Washington and
Greenville were. They're in
D. C. and S. C, he said.
A real square. Right under
his nose lies one of
America's hottest markets
with more NBC unduplicated
television homes than Erie,
Pennsylvania; Spokane,
Washington; Little Rock,
Arkansas; Columbia, South
Carolina or Montgomery,
Alabama.
What market? The Washing-
ton (N. C.) - Greenville
(N. C.) market. And top
power, top tower, WITN
Channel 7 is blasting every
tobacco-picking family in
the market with the cream of
NBC-TV programming.
witn
channel 7
kick off in 27 major metro areas 1 January, followed by diminish-
ing frequency until the end of that month. Agencj : Dancer-Fitz-
gerald-Sample, Chicago. Buyer: Tom OConnell.
RADIO BUYS
TREND OF THE WEEK: Increasing number of advertisers are
buying >\«>l radio to reach the medium's specialized audiences
within the mass audience. The Borden Co.. New York, for its evap-
orated milk, has used Negro-. Spanish- and Indian-appeal radio for
several seasons, concentrating in the West and South in some 14
areas. L957 pattern is expected to remain the same: quarter-hour
shows and minute participations with live announcements at the rate
of six weekly all year 'round. 100% of evaporated milk budget goes
to this type of limited-appeal radio. Agenc\ : Young & Rubicam,
New York. Buyer: Bertrand Hopt.
American Airlines, New York, via Lennen & Newell, same cit\. is
appraising possibility of supplementing its Music 'Til Dawn program
segments on CBS o and o radio stations with intensive saturation
spot. Reported rate: some 85 weekly per station in major market
areas. AA buyer is Sherry Heath.
American Tobacco Co., New York, for Met licit Tareyton cigar-
ettes, is winding up its current spot radio schedule nationally, pre-
paratory to a 3-month hiatus for its traditional re-entry into the me-
dium in the spring. Agenev : Lawrence C. Gumbinner, New York.
Buyer: Paul C. Gumbinner.
Metropolis Brewery of New Jersey, Trenton, for it- Champale
malt liquor, is adding to Negro radio schedules in North Carolina
markets. Pattern: minute participations in music shows for 26
week-, with strong daytime schedules supplemented b\ p.m. disk
jockeys, less emphasis on weekends. Frequency: 10 to 15 an-
nouncements weekly. Champale, which has limited distribution,
lias used Negro-appeal radio for past two years. Vgenc) : Dowd,
Redfield Si Johnstone. New York. Buyer: Carolyn Diem.
RADIO AND TV BUYS
Liggett & Myers Tobacco Co., New York, plan- to break with a
"57 campaign in behalf of L&M Filters in a "fairlj representative
li-i" of national markets. Preferences: nighttime t\. daytime radio,
with a saturation rati in the latter. Availabilities are being lined
up ami buying has not -tailed. Agency: Dancer-Fitzgerald-Sample,
New ^ ink. Buyer: Lionel Furst.
American Tobacco Co., New York, i- -till looking foi radio and l\
availabilities as it expands it- market li-t for the new Hit Parade
f 1 1 1 . - 1 cigarettes. Pattern: advertising expansion as distribution in-
creases, llii Parade i- nearing national distribution, ami should
blankel countr) shortlj aftei I Jan. \gency: BBD&O, New York.
Buyer: 1 1 o 1 1 e Yates.
-i'(i\-di{
de< i \im k L956
o
I
ID
I
O
LU
Z
o
<
o
o
»—
z
z
o
o
>
People watch pro H the new t.> ■ Pulse showed
that 15 of the top 15 once-a-weel Bhows are on WMT-TV, 10 of th( I multi-
weekly shows are on WMT-TV. The 25-county Area Pul I WMT-TV tir-t
in share of audience, with ii- tarter-hour Brsta Separate
reports for :i of [owa's 6 largest markets bqow \VMT'1'\ the overwhelming favorite
in each. With thi er it will be easier than over to watch WMT-TVs progi
WMT-TV • CBS for Eastern Iowa • Mail address: Cedar Rapids • National representatives: The Katz Agency
'Target date: Decembei
SPONSOR
1 DECEMBER V)7t(>
57
Digest of the week's developments
in advertising and the air media
■ ^i ^^ w
vs and Idea WRAP-UP
ADVERTISERS
Clamorene allocates a
million for network tv
Glamorene, a million dollar a year
spol advertiser, has appropriated an-
other million and is shopping around
for a network television show. Net-
work plan- will nol take anything awa\
from this advertiser's spot budget.
Glamorene plan- to step into net-
work t\ aftei the first of the year. It
das mi spe< ifii t\ pe of show in mind
at present.
Pepsodent's yellow
now goes to toyland
Pepsodent i- currcnth using radio
and newspapers to sell a doll thai has
yellow teeth when it lies down and
white teeth when it -it- up. Doll conies
complete with toothbrush and tooth-
paste. < ost: $5.98.
Pepsodenl is also tesl marketing a
new toothpaste for kid- called "Stripe."
I he tube has .1 new-t) pe top which
adds red stripes to the paste as it is
squeezed out.
I lie holida) season i- bringing
oul more ' hi istmas premiums. I* ire-
stone i- offering free a booklet of 22
most-requested carols on ii- Voice of
I • ' IBC simulcasts. Hallmark
has a 32-page gift wrapping booklet
available for 25 cents and is plugging
it ..n its NBC TV Hall of Fame shows.
\noiher booklet — this one from Alcoa
emphasizes aluminum foil decorations
and is current l\ shown on the Alcoa
Hour on NBC TV.
Prudential Insurance Company
1- sponsoring another local "stereo-
phonic" combination radio and tv
hroadeast. Added to Los Angeles
broadcasts 1 mentioned in 24 Novem-
ber Wrap-up) will be the Drigham
) oung University Christmas Hour on
KTVT and KDYL in Salt Lake City.
. . . Temple Frosted Foods of
Brooklyn has launched a vigorous ra-
dio campaign on WOK and WMGM in
New York, as well as wTOP in Wash-
ington. I). C. Temple is emphasizing
radio in its ad plans for the first time.
Pre\iousl\ has sliccessfulh used t\ .
Blaine-Thompson is the agency.
Local budgets will benefit from
Coca-Cola's dropping of NBC TV's
Eddie Fisher sli<n< come 22 Februarj
. . . Pharmacal (.0. will join parent
company, Lanolin Plus, on NBC TV's
Break the $250,000 Bank -tailing 1
January. All-ln-Onc reducing capsules
will be featured product.
Flood of letters to CBS Radio's
Robert Q. Leu is Show after toothpaste
tube manufacturer offered $5,000 for
invention of practical cap that won't
fall off the tube when unscrewed. Three
davs later .'$.(>( K) letter-. 50 telegrams.
and 100 actual models were received
h\ the network. . . U. S. Time Cor-
poration has extended it- sponsorship
of the Steve Allen, Show through to
2'i> \pril. Original contract called for
just four fall outings. New pact covers
one-third sponsorship twice a month.
Mattel, toj manufacturer, which
sponsors an alternate week quarter
hour of ABC TV's Mickey Mouse Club
nationalK has also signed for two local
segments on WABC-TV, N. Y. . . First
use of network tv 1>\ Diamond
Walnut Growers i- NBG's Home show.
Comic books, plastic armour.
games and costumes will be among
merchandising by-products of The Ad-
ventures of Sir Lancelot through con-
1 1 acts just signed by California \a-
tional Productions. . . Pan American
sponsorship of nine .See // \ou
shows will put the program on a
definite one week in four hasis (Sun-
da) 5-6 or 5-6:30 p.m.) . Pan American
joins Shulton in co-sponsorship on 2
December and then will assume full
hacking on nine 1 e shows this
season.
COMMERCIALS: The
RADIO STATIONS: KOWH, Omar,
.1 beard contest part ol open house
ins, Mitch Miller acting as judge
TV STATIONS: WKY-TV's Foreman Scott)
plays host at < tklahoma I it) station's
part) Foi "Jack and the Bi instalk'
SPONSOR
1 DECEMIil i; L95d
AGENCIES
TV Department, Inc. —
new service for agencies
TV Department. Inc. with offices in
New York (120 East 56th St.) and
studios in New Orleans lMI'\l intro-
duces itself as a full scale, completer)
-tailed television department available
to all agencies. Services offered in-
clude: media, presentation and re-
search departments as well as studios,
animation, film library and complete
production staff of 300 people.
Main emphasis is on the production
of commercials. TV Department, Inc.
stresses low cost because of New Or-
leans site. Prices quoted for animated
commercials are $40 to $60 per second.
Another newly formed agency
service has been organized by Carol
Graham, formerly of Donahue & Coe.
Miss Graham offers New York repre-
sentation for out-of-town agencies as
well as commercials production for in-
town firms. Her services include: ra-
dio spots, live & film tv commercials,
recorded and filmed sales presenta-
tions. Fees — annual retainer of $2,500
per year or 15% cost of job.
A million-dollar month is report-
ed by Emil Mogul Co. October set a
new high in billings for the 16-year-old
firm. The agency was started in 1940
with a staff of four, billings for the
first year were $200,000.
New agency appointments: Len-
theric, recently bought by Helene Cur-
tis, has appointed three Chicago (and
Curtis) agencies to handle various
products. Earle Ludgin gets fragrances
and the men's line, Gordon Best will
handle Tweed hair spray, and Weiss
& Geller will be in charge of Tweed
Soft Fragrance shampoo. . . . Nestle
has appointed Bryan Houston to han-
dle Nescafe Espresso Instant Coffee.
. . . Jacohy-Bender has appointed
Friend Reiss to handle advertising for
JB watchbands.
Leo Burnett ad in Wall Street
Journal announcing the recent move
to the Prudential building in Chicago
contained a small box which stated llic
new ollices also had a terrace but Bur-
nett didn't know what to do with it.
Immediate!) 200 unsolicited letters
\ ilh suggestions rolled in (and more
got it straight
the Jockey's mouth
from tne *«
That's something that could be said for a lot /
of products and services Milwaukee buys, because
in this case, the tipster we're referring to
is a WEMP Disc Jockey! These boys are strong
personalities around here with a loyal gang
of fans. The audience they've built over
the years is your market, and whether they
lend their own inimitable styles to a "live"
announcement you send them or play your
transcribed message, you will sell on WEMP.
We suggest that you slap a harness on
Milwaukee's vast buying market and do it
at a right handsome cost per thousand.
Give our reps a call and let them
give you the complete picture.
Milwaukee's Best Buy
WEMP
5000 Watts at 1250
SPONSOR • 1 DECEMBER 1956
59
Burnett's apple \eu York. Gardnei started out with
,nk came along to the new an apartment- office and a dining room
h Iful in each recep- table for a desk.
Long time tenant in Chii
Opera Building, Geoffr \\ ade,
tpanding 26th floor headquarters
and adding more space for media buy-
ing and research. Miles Labs is big-
account. . . . Vlso expanding
I red Gardner \gencj now has
leased almost the entire 17th floor of
the building at Madison and 42nd St.,
NETWORKS
Cellcr Committee discloses
web profits on co-owned shows
Breakdown of network profit partici-
pation in co-owned programs as dis-
i losed In the Oiler Committee sums
.11 1 as I "||o\\>:
G5XD LUSKIN'!
That's the MAJORITY Opinion
in Rochester, N. Y.
about
CH A
E L
□CD
. . . and we have a LOT of GOOD LOOKIN'
RATINGS to back it up !
moRnincs . .
pfTERnoons
EVEnmcs...
.4%
,6%
52.0%
AVERAGE WEEKLY SHARE OE AUDIENCE
LATCST AVAILA8LC TCLtPULSt rOR ROCHCSTtR (MAR 19MI
AVERAGE WEEKLY SHARE OF AUDIENCE
AVERAGE WEEKLY SHARE OF AUDIENCE
TAKE A GOOD LOOK AT THESE RATINGS . . . AND A GOOD
LOOK AT THE RICH ROCHESTER AREA. IT'S GOOD LUCK TO
BUY WHERE IT'S GOOD LOOKIN'!
WRITE US TODAY FOR CHOICEST
AVAILABILITIES IN ROCHESTER:
CHA
12 0 .000 WAF7S
OPIBAIIO ', H A 01 1IMI BY
WHfCTV AND WVE7 TV
EL 10
V H F
c s s
m
S A s / c
ABC AFMllAIf
ROCHESTER, N.Y.
EVERETT-McKINNEY. INC. • NATIONAL REPRESENTATIVES • THE ROLLING CO., INC.
ABC — Wyatt Fnrp. Jim Howie and
Wire Service, 50' < plus merchandising;
Ozzie & Harriet, 40' i : Make Room
jor Daddy, :!.">' :■/- ; and Ray Bolger
Shou . 33 ' ;;' i s) ndication.
CBS— All Desilu Productions, 21',
with Hi', more on option; December
Bride, 21.7.")',. plus merchandising
rights; The Brothers, 50%, plus mer-
chandising; // hat's l/i Line?, 10' I
with 50', o| subsidiary rights; (.'<//)-
tain Kangaroo, Inn', with 5ii', ,,(
residuals; Carry Moore. 50' '< both
program and residuals; and 55', to
L0095 of all \ithur Godfrej show-.
NBC— Hope Enterprises, 2V , ; Max
Liehnian Productions. I7'L,', : George
Gobel Shou. .'-).')1 •;' , . plus merchan-
dising and residuals: and Frontier.
7.0', o| syndication and merchandis-
ing.
Miles shifts programing
pattern with "Broken Arrow" buy
Longtime news and country music
sponsor, Miles Labs lias bought alter-
nate weeks of "adult" Western, Brol.cn
Arrow, on ABC I \ . Sponsorship starts
11 December.
Production and talent costs of >.'!].-
000 per show make Broken Arrow
Miles' most expensive single network
tv undertaking at the present time.
Miles" other nighttime shows include
two segments of ABC TV's John Dalj
Vews and one segment plus an alter-
nate week segmenl ol the \BC II
\ eu $.
First major nighttime casualty
this season is NBC TV's /' alter II in-
chcll Show. Both Toni and Old Gold
will how out after the first week in
January. No plans set to fill the Fri-
daj 8:30-9 spot at presstime.
New ABC TV-Warner Brothers
pact calls for three more series pro-
duced h\ Warners as well .1- \P>< use
of the mot ion picture company 's com-
plete Facilities. I he plan is expected to
bring main ol the network's independ-
ently produced shows to the W 1 si
lot. I he three new sei ies to be pro-
duced b) Wai mi Brothers foi \l'>< I \
include an hour Western, a hall-hour
mystery, and .1 half-hour adventure. \t
present W. P>. produce ^.BC's success-
ful Cheyenne and Conflict, alternate
I uesda] nighl sei ies.
CBS net income for 6ral three qui u-
l« 1- of l«)5 ached *<U(.!!.073 as
SPONSOR
1 DECEMBER 1956
compared to s!!.7 I >'>.~\ ■> for the same
period last year. . . . Smart idea-at-
work is NBC TV's Tic Tac Dough
presentation sent to 1.000 advertisers
and agencies. Brochure includes a
variation of the tv game with questions
based on NBC TV Daytime story,
three winners will receive RCA "per-
gonal tv sets.
COMMERCIAL
General Cigar commercials
feature Broadway hit cast
Leads from the cast of "The Most
Happ) IVIIa." Broadwa) musical, can
now he seen selling White Owl cigars
\ ia tv commercials. Sales pitch is
parod) of the show's title song with
new "lyrics" written by Young & Kuhi-
cam.
The commercials are being used on
General Cigar's National Bowling
Champions, NBC TV Sunday at 10:30
[i.m.. as well as on syndicated shows
and spots in East Coast and West
Coast markets.
Commercial tv is due to debut
-n.,n in Germany according to the
German Tourist Information Office.
The Bavarian State Network will offer
spots at weekl) rates of from $12 to
s17 per second. Saturday rates will
be higher. The tourist office also says
German advertisers have organized to
discuss forming a private enterprise
network. . . .
Washington Post editorial takes
to task tv commercials which tempt
toddlers with candies, soft drinks,
chewing gum, etc. — "must share blame
for Nation's mounting rate of dental
caries."
REPS
Weed emphasizes
importance of news today
Joseph J. Weed, president of Weed
Television Corp. and founder of Weed
& Company, has emphasized the im-
portance of news programs in a recent
statement on the outlook for spot radio
and t\ in 1957.
Weed feels that news has especial!)
great appeal t<> audiences and sponsors
in today's world situation. This im-
pact, he feels, is particular!) strong
for manufacturers who seek l><>th mer-
chandising and institutional objectives
in their campaigns.
Flexibility of spot fur tailor-made
campaigns and the swiftness with
which the) can be put into motion are
factors that will bolster 1957 volume
in the broadcast media, he state.-.
\\ allis Sterling Ivy, Jr., has been
named manager of the Dallas office of
\\ei\ -KnodeL. Inc. Ivj was I ierl)
u iih The K.it/ \genc) . I (alias, and re-
places < leorge Stevens who has resigned.
Announcement was made b) Lewis H.
\\er\. president and chairman "I the
board. . . . Richard Foote, executive
v.p., Blair Television Associates, has
announced the addition of Lois I.
Morse to that firm's promotion depart-
ment. Mi-. Morse was formerl) an
assistanl editor of sponsor.
Talking About Feature Film
Audiences -
WGN-TV consistently delivers the top audiences in Chi-
cago— dominating the feature film audience. WGN-TV
currently programs -i\ fii-l run block busters each week.
During October, two of these features came up with high
quarter hour audiences of 28.1 in ARB! Their average
quarter hour -hare of audience ran well over 70%! And
look at this —
WGN-TV's Thursday 10 PM Feature Topped
Every
Show Thursday Night — Network or Local
WCN-TV 10 PM Feature 28.1
Lux Video Theater 27.3 Bob Cummings
20.5
Climax 26.0 Playhouse 90
19.0
You Bet Your Life 23.1 Wire Service
11.9
Dragnet 21.3 Circus Time
7.8
Ozark Jubilee 5.5
This is not a one time occurrence. Check for yourself.
WCN-TV consistently delivers top audiences at the low-
est rates in Chicago television.
Source: October ARB
Chicago Office
441 N. Michigan Ave., Chicago 11
Eastern Advertising Solicitation Office
220 E. 42nd St., New York 17
West Coast Only
Edward Petry & Company, Inc.
WGN-TV
Chicago Q
SPONSOR
1 DECEMBER L956
61
ASSOCIATIONS
FM Development Assn.
names committee chairmen
I he newl) organized FM Develop-
! Association through its presi-
dent, Robert I). Brazy, lias announced
the following committee chairmen foi
1957-58: Mike Merla, WBNY, Buf-
falo, membership; Samuel II. Gersh,
\\ FMF, Chicago, multiplexing; Edward
\. Wheeler, \\ I \\\. Evanston, III..
programing ami music; William Cas-
key, WPEN, Philadelphia, licensing.
Frank Knorr, Jr.. \\ I'KM. Tampa
and Harr\ Kidelman. MTM. St. Louis,
co-chairmen equipment and engineer-
ing. Legal committee includes H. W.
Slavick, WMCF, Memphis; Harry
Gale, WW IX . Washington, D.C.; and
W illiam Casket .
New president of the radio-televi-
sion news directors association isTheo-
dore I •'. Koop, director of CBS News
and Public MTairs in Washington, D.
C. . . Jack Schach', v.p. and general
B<mm
in this 4-State,
58-County
Mlar fcktft
Herein WFBC-TV's 100 UV/M
contour is the South's richest
textile-industrial area and its
famous mountain vacationland.
Population, Income and Sales
from Sales Management Survey
of Buying Power 1956. TV Homes
from Niclson '53, plus RETMA
shipments to date.
TENN.
• KNOXVII
N. C.
CHARLOTTE
"N
COLUMBIA
s. c.
AUGUSTA •'
Population
Incomes
Retail Sales
Television Homes
1#99 1,700
$2,115,295,000.
$1,467,678,000.
367,230
"The Giant of
Southern Skies"
Vidao- 100,000 Watts
(FCC MAXIMUM)
Audio -50,000 Wattt
Antenna height— 1,204
f««t above average
terrain — 2,204 feet
above tea level.
Here is one of the South's great
markets. Compare it with Atlanta,
Jacksonville, New Orleans or
Miami! Latest PULSE and ARB Re-
ports prove WFBC-TV's Dominance
in its coverage area. Write us or
WEED for market data, rates and
availabilities.
NBC NETWORK
WFBC-TV
The Giant i | the only maximum-
powered VHF station in the Green-
ville - Anderson - Spartanburg market.
Channel 4 Greenville, S. C.
Represented Nationally by
WEED TELEVISION CORP.
manager of KRET-TV, Sacramento,
lias been elected president (if the Cali-
fornia State Radio & Television Rroad-
ca-ters Association. The association
now has 95 member-stations.
TV STATIONS
Crowell-Collier withdraws
from Consolidated purchase
Crowell-Collier Publishing Co. will
not go through with plans to Inn Con-
solidated^ se\en ain-tv stations. De-
cision is due to "conditions in the
mone\ market." The publishing firm's
FCC application included $2,500,000
financing plans.
Paul C. Smith, president of Crowell-
Collier. in commenting on the cancella-
tion said. "Consolidated is a splendid
companj and I deeply regret our in-
ability to purchase it under existing
conditions." Smith also stated thai his
firm would "Continue to be interested
in Consolidated and similar properties
in the future."
Color t\ party announced l>\
WKY-TV, Oklahoma City, brought out
an overflow crowd of youngsters to see
NRC-T\ 's Jack and the Beanstalk in
the station's Little Theatre. Quick-
thinking sponsor of the parh idea.
Dulanex's RCA distributor, took the
overflow crowds t<i own showroom for
the colorcast.
WISN AM-TV drive for "Homes
for Hungarians" has had such listener-
viewer response thai the first plane-
load of refugees will probabl) be sent
l<i Milwaukee according to Gen. Joseph
M. Swing. I ,S. Commissioner of Im-
migration. Drive started b) WISVTY
commentator who received over 150
telephone pledges of aid after firsl ap-
peal . . .
Championship Horseshoes, latesl
sporl t<i bow on t\. will he seen in
color on \\ NBQ, Chicago, each
\\ ednesda\ nighl al 10:30 p.m. . . ■
Thanksfiiviiifr letter from WFMY-
l\. Greensboro, \. C. gives adver-
tisers llianks for "the business which
Mm have given us . . . business which
we counl among our mam blessings.
sI'ONSOK
1 DECKMBKR 1950
RADIO STATIONS
Boston station gives
timebuyers an earful
Boston's independent radio station,
WIIDH, piped a whole week's broad-
casts directly to its suite at the Wal-
dorf-Astoria giving New York time-
buyers a first-hand programing earful.
Bill McGrath, general manager, feels
the direct line service offered agenc\
people "a valid impression of the 'feel'
of the radio station." The broadcasts,
which could he tuned in at random,
were supplements to the traditional
rating story and personality break-
down sales promotion package.
KDKA new programing
followed by record sales
Highest gross billings in KDKA's
36-year history were recorded for
October. The Pittsburgh station sees
the all-time high as result of new pro-
graming structure inaugurated this
Bummer. Increases were reported for
both local time and national spot sales.
MEMO:
TO
TIMEBUYERS!
IN THE
FIRST
WORLD
WITH A
MILLION ♦
NOW — cover ALL Northeastern
Pennsylvania with P/4 Million
Sales-packed Watts!
Leadership . . Coverage . . Power!
GET THE FACTS!
Wilkes-Barre
Scranton
Call A very-Knodel, Inc.
KDKA's new programing concept i^
one of music-news-service. The station
went independent late thi> past sum-
mer.
Beard contest helped celebrate the
opening of new studios at ROW II.
Omaha. D.j.'s labored a full month to
grow the whisker crop. . . . Texas As-
sociation of Broadcasters in Austin
asks job seekers and employers to
clear through their office — P.O. Box
8038.
FILM
Detailed gumshoeing precedes
Official pitch to stations
Official Films scouts a station's
schedule and expiration dates thor-
oughl) before coming up with a pro-
posed film package pitch. Rather than
approaching the station cold with a
genera] sales line oi argument, the dis-
tributor first notes which shows are
ending, takes into account the time
periods and the audience appeal needed
>*
UNCLE EDDIE"
EATH
CELEBRATES HIS
i
fffftthUaty
THIS MONTH !
He and his
"MUSICAL CLOCK"
have always been
ON TOP IN ROCHESTER
Share of Audience
AND LOOK AT THIS
GROWING
RATING RECORD:
1951 ....
. . 4.5 %
1952 ....
. . 5.4. %
1953 ....
. . 6.6 %
1954 ....
. . 6.9 %
1955 ....
. . 7.4 %
43.7*
BUY WHERE THEY'RE LISTENING . . . ROCHESTER'S TOP-RATED STATION
WHEC
jffct/ie4foi
NEW YORK
5,000 WATTS
R«prei«nlohv«i: EVERETT- McKINNEY. Inc. New York. Chicago, lit f. OCONNELl CO.. loi Aagcfet, Son Fro-.cr.ico
SPONSOR
1 DECEMBER 1956
63
• I
MASS COVERAGE
I I
I I
NEWPORT NEWS-PORTSMOUTH- HAMPTON -NORFOLK- WARWICK -VA. BEACH
MJifj
&M
1310 ON
YOUR DIAL'
Buy one station . . . get all six! Mass coverage for the price of one!
WGH covers all six cities 24 hours a day . . . 5000 watts. See your
forjoe man . . . buy mass coverage on the Station of the Stars —
WGH !
LISTENERS
WHO LISTEN
..LISTEN WHEREVER THEY GO
WHATEVER THEY DO. . TO
SAN DIEGO'S ADULT RADIO
STATION
927c
1360
ON THE DIAL
FIRST IN SAN DIEGO
MUTUAL DON LEE RADIO
M R RtPBeStNTAllVtS. INC
and makes up a program package part
or all of which the station could use to
replace the old show or shows.
The firm's sales know-how resulted
in pre-tax earnings of nearlj $1 million
for the last fiscal year (ending 30
June). President Harold Hackett re-
ported on 2d November that the firm
and its subsidiaries earned S«)0i!.d0<l
before taxes compared to $350,000 the
previous fiscal vear. Net income ol
s 12 l.( li 17 was equal to l(>c per share.
Distribution commissions and gross
profits from sales totaled $2,735,590
compared to $1,200,000 the previous
fiscal \ ear.
'Hawkeye' to make debut
in U.S., Canada, England
IP A stands to reap a quick profit
from its new show Hawkeye and the
I. ust oj the Mohicans. Produced in
Canada lit is the first commercial tele-
film scries produced there) in associa-
tion with the Canadian Broadcast
Corp.. the show will have it» world
premiere on CBC !> December.
Ziv Tv reports there are now four
times as man) super market sponsors
of Ziv film scries than in P)">2. Sales
v.p. M. J. Rivkin said that seven times
the number of markets have been sold
to supers since four years ago. Colonial
In the Stor/ Stations' ad of Id No-
vember the call letters were inad-
vertanth transposed. The\ should
have read :
M>\\ II
Omaha
\\ ll\
New Oilcans
"I'm amazed that KRIZ Phoenix
would say it's suitable for all oc-
casions— "
M
SPONSOR
1)K( EMBER 1956
stores now uses Dr. Christian in I 5
cities. Both Safewav and Kroger use
a number of Xiv shows, the latter hav-
ing bought four series in 2n market .
RESEARCH
Our-of-home radio
listening at summer high
Pulse studv of 2(> major markets
shows OUt-of-home radio audience
adding 24>.9% to in-home summer
audience this year. This is an increase
of ].(>', over 1955.
Survey covered 37' < of total radio
families in U.S. Dr. Sydnej Roslow
stated, "If these results are projected
national!), the out-of-home audience
during the past summer added an aver-
age of 2,161,600 families to the listen-
ing audience during an\ given quarter
hour of the da\ ."
Slide rule gadget from TvB is a
Viewing Barometer. Gives time periods,
total homes. fainilv size and age of
housewife. Breakdown includes per
cent tune in and time spent with Iv.
Figures are based on national Nielsen
of March 1(J5(> ... Dr. Ernest
Diehter, president of the Institute for
Motivational Research, is abroad pre-
paring to open two European offices —
one in England and one in Germain .
100% NEGRO PROGRAMS
WSOK
IN NASHVILLE, TENNESSEE
MfW People
Listen
WMPI
BIRMINGHAM
BBDO survey finds
80% collect trading stamps
BBDO stud) on the hot trading
stamp issue disclosed - e cool statis-
tics— 80% of housew i\ es -in \ e) ed par-
ticipate in premium credit plans and
so do 59" i of their husbands. Uso
-I', switched store patronage to take
ad\ antage of stamp plans.
Onondaga Count) , N. Y. was used
for tesl as il combines "practical!) all
strata of communit) living." A tesl
sampling in anothei area was also used
as a check.
P>BI)() found 55' « save more than
one kind of stamp. S&H green stamps
top the list of stamp types saved with
84%. This year has seen upsurge of
trading stamp populariu and the en-
lr\ of < plan, S&H, into network tv
as an alternate sponsor on NBC's
Perrj Como show .
Nielsen reporl on commercial tv
in Great Britain finds no great increase
in set buying during the first year of
Independent Television. Proportion
of homes with sets lose from 32.5 to
40.4' ( for the 12-month period. Re-
port profiles the British t\ picture
-mi e the coming ol the i ommercial and
illustrates N II data available to British
advertisers and agencies.
STOCK MARKET
Following stocks in air media and
related field- will be listed each issue
\ ith quotations for Tuesdav this week
and I uesda) the week before. Quota-
tions supplied bv Merrill. Lynch,
Pierce, Fenner and Beane.
'I'm-.
1 in-
Net
Stock
20 Nov.
27 Nov.
( Mum fie
\ in
) ork Stock
Exchange
AB-PT
J:'.
'.
AT&T
167%
168
+ Vh
\m ii
5%
6%
Vz
( BS "A"
2g%
29%
'-
Columbia I'ir
18%
18%
+ V*
Loew's
1')',
1SV;,
- u.
Paramount
27%
28%
+ Vi
lii \
14%
36
L5/8
Storei
25%
25%
20th-Fox
_'!
24
\\ ii ner Bros.
26%
26%
's
\\ estinghouse
:>2
51%
■l
American Stock
Exchange
\llnil \rli-t-
i'i
1
Va
(!&(! Super
1%
L%
- Vs
( rowell-Collier
1%
+ Vi
Dm Mont La]
V%
5
+ V*
Guild Films
3
3
\T\
8
8%
+ Vs
\
THE Voice OF ALABAMA
John Blair & Co.
it's WILS for
BUSY
SALES RESULTS
in
LANSING
Busy Facts
"Strictly Irom Richard" with
Dick French. 10:00 A.M. to 2:00 P. M
53.5%
AUDIENCE SHARE"
"Club 1320" with Dave Froh,
2:05 to 5:30 P.M.
75.3%
AUDIENCE SHARE*
WILS
leads in 51 out ol 52
quarter hours
Represented Nationally by
Venard-Rintoul-McConnell, Inc.
music
news sport*
WILS
•C. E.
Hooper, Inc.
SPONSOR
1 DECEMBER L956
65
Tpi rpyi cr
1
RATINGS: TOP SPI
■ kkEar Uk9k
,*rfc .
Top 10 shows in 10 or more markets
Period 11-17 October 1956
TITLE. SYNDICATOR. SHOW TYPE
Average
ratings
7-STATION
MARKETS
5-STA
MARKET
4-STATION MARKETS
3-STATI
Rank Past*
now rank
NY. LA.
S. Fran.
Seattle-
Boston Chicago Detroit Milw Mnpls. Phlla. Tacoma Wash.
Atlanta
1 1
Highway Patrol (M)
21 V
19.4
18.6
12.2 13.2
wrca-tv kttv
7 imi,, m 7
12.2
6 3 ii
13.0 25.2 12.4 14.4 13.4 19.2 13.7
«'D2 ti wjbk-tv wtmj-tv wcco-ti wcau tv komo t\ wtop-tv
9 n 1:30pm 10:00pm : in 7:00pm 7:00pm
16.7
nana iv
i" 00pm 1
2
Death Valley Days (W)
PACI Fl C BORAX
6.4
wrca-tl
7 m
10.4 9.9
wwj - 1 V
10:00pm I n
14.0
I .. IV
Li 00pm
3 2
Man Called X (A)
17.7
3.1 8.0
wpix khj-tv
8:31 7:00pm
12.5
kron-tv
6 .5pm
16.0 7.2 13.5 10.0 14.2 9.0
wbz t\ wgn-tv wjbk-tv wcau-ti klng-ti wmal-tv
10:30pm 7:00pm 10:00nm 7:00pm 8:30pm
4
1 Search For Adventure (A)
CtO UAGNALL
17.6
3.2 9.7
ivpis kcop
7:30pm 7 a
19.5
kplx
7 :30pm
95 15.0 11.5 14.7 25.2
wnac-tv wlti-tv wtcn-tv king t\
5:30pm 9:00pm 9:30pm 0 :30pm 10pm
25.5
7 30pm
11.5
wib tv
17.5
5 10
Dr. Hudson's Secret Journal (D)
MCA. AUTHORS PLAYHOUSE
16.4
2.7 14.2
wpix kttv
10:00pm '.) pm
14.2 20.0 11.3 20.5 6.5 18.9 7.5
vi m i\ wnbq wuj-tv wtmj-tv wrcv ■
10:30pm 10:00pm 10 :00pm 7:00pm DOpm 8:30pm 6 Opm
6 3
1 Led Three Lives (A)
71 V
16.3
2.4 8.0
ivplx ktti
8:00pm 7 '
15.7 16.2 16.5 14.9 14.4
wgn-tv wjbk-tv wtmj tv k<tp-tv ktnl ti
9 30pm 9 : Opm 9 10pm B 30pm 1 pm
7
9
Science Fiction Theater (SF)
z: v
16.2
8.1 12.2
i i ca 1 \ kttv
7:00pm 8:00pm
13.7
kron-tv
7 00pm
13.2 16.5 9.5 7.2 8.0 11.7 8.0
wbz-tv wbbm t* wxyz-tv wtml-tv wfil tv klng-tv wmal h
6 15pm 10:30pm 9:30pm 11:00pm Opm 10:00pm
18.4
9:30pm
8 5
Badge 714 (M)
15.8
5.7 12.2
upi\ kttv
8:30pm 7 :>npm
11.7 10.4 13.7 11.2 13.2 15.4 8.5
wnac iv wgn-tv wwj ti kstn ti wcou tv king tv wttg
6:30pm 8:00pm I"1 10:30pm 7:00pm 6:00pm 7:00pm
11.5
WSb l\
9 4
Celebrity Playhouse (D)
SCREEN CLMS
15.2
5.4
wrca tv
7:00pm
4.4
kgo-tv
7 :00pm
17.4 14.4
kstp t\ wtop-ti
- Opm 10:30pm
9 1
Stage 7 (D)
15.2
2.7
ivabd
- m
16.9
kron-tv
8:00pm
11.5 13.9 170
wbz-ti wtmj-ti komo-ti
.mi 9 30pm v ""mi
10.4
10 30|W
Rat* Pa*r
now rank
Top 10 shows in 4 to 9 markets
1
Man Behind The Badge (M)
MCA
18.6
3.7
wpix
8:00pm
18.5 11.0
wnai ti kstp-ti
im ' :0pm
14.7
« i, ti
2 2
Doug. Fairbanks Presents (D)
18.5
11.8 7.8
wrca ti krea
I" 30pm 10:30pm
7.0 21.7
wbkb wtmj to
10 00pm 8:30pm
12.5
«sb ti
3 1
Life of Riley (C)
1 1 LM
18.2
17.3
16.0
km
15.0 15.2 17.2 27.6
■, i bq wJClx kstp to hi"' 1
■ phi 9 . in B 30pm
4 9
Patti Page (Mu)
OLDSMOBI LE
13.7 9.7
n ii. ic i v to
: i ipm pm
5 3
Ellery Queen (M)
17.0
14.8
12.8
12.7
11.6
3.2
U"|V
10:30pm
16.0 13.4
wnac to wjbk-ti
10:30pm LO 00pm
6
San Francisco Beat (M)
cat r n m
2.7 9.5
kttv
9:30pm
7.2
1.9
wain]
10.7 11.2 9.9
wrcv- to
in I0:30pm
7 5
Crosscurrent (M)
Great Gildcrslccvc (C)
21.7 5.0
wcco tv wmal to
• "phi
8
18.2 7.2 12.5 6.5
wnbq wtmj M wttg
"i.in 10:30pm Opm ~ I
14.5
9
Stories of The Century (W)
7.5 14.0 6.9
wbkb will
10:1
10
6
Code 3 (M)
11.4
10.2
kiu
14.7
kron Iv
8.4 9.0 6.9 16.3
nxyz wrci to kli ti
1 00pm I" "Opm
I
allng ii
... , , , While novrtoi I I ire f a
month lo onolhoi in the mmkcU In which Uioj arc ihown ttila Ii trui
nils ihould be borne in mil i when analyzing rating trend rron
n it] chart, if blank, ihow was nol ralefl ■
SHOW
ON MARKETS
2STATION MARKETS
i. Columbu
St. L.
Birm. Charlotte
Dayton New Or P
rovldence
.5 30.2
14.7
25.8
35.0
38.8
22.5
f\ wbns U
■
kul< ti
in 00pm
wbn ti
whin tV
wdsu-tv
in I ipra
wjai ti
in 10pm
.7 21.2
24.2
41.0
29.3
12.5
tv wbns M
'!: S .;il|Hll
kuk n
9 :; i
wbtv
7 in
wdsu ti
LO ! pm
wjar-tv
6:00pm
27.0
17.0
32.3
32.8
48.3
ks.l -iv
1 >m
wbrc ti
r nni,.ii
wdsu ti
B 30j in
41.8
wdsu ti
9 30pm
6.4
25.8
41.3
27.8
16.3
1! (tOpm
n abl
g :30pm
wbti
7:00pm
vdsu ti
LO 30pm
wpro-tv
7 i
9 17.2
19.4
14.0
24.8
41.3
15.3
ipD 8 iii
k,.| ti
1 'inn
wbn ti
10 00pm
wlwd
v 00 ii
- 10pm
wpro-tv
7:00pra
0
16.0
22 8
34.3
16.3
34.0
17.8
kid ti
in 00pm
wine [v
9 00pm
wbti
6 00pm
wlwd
i, di pn
wdsu ti
in mil in
wpro ii
7
5
19.0
42.8
29.5
18.0
tv
■m
" .'I IV
wbtv - 1, . .1
i" im
■ ■ ■ ■
n 10pm
\ 13.0
21.5
21.5
15.8
31.5
wbns tv
in 15pm
ksd ti
B ::ni.in
wbrc ti
[O:00pm
24.3
>. : rd
i i i i
LO i
15.8
10.3
33.3
11.0
ttwk ti
I mi
wbrc ti
5 30pm
wlwd
: 00pm
LO 00pm
wpro t\
7 :00pm
4
44.0
wdsu-tv
-mi
51.0 31.3 4.9
wbtv wdsu ii wpro ti
B 00pm in OOpm 1 pm
37.0
wbtv
10:00pm
29.3 14.0
wbrc tv wlwd
S:3 i 11:15pm
53.8 9.5
wdsu ii wp
v 30pm 1 1 i >pm
17.3
10 :00pm
37.3 10.8
wdfcu ii wpro- iv
:i 30pm
17.8
ii brc ii
1:30pm
14.0
wbrc u
in 30pm
h other than top 10 Classification as to number of stations In
os own Pulse determines number by mea-uirlnc which stations
, celred by homes In the metropolitan area of a given market
atlon itself may be outside metropolitan area of the market.
Two Mobile Ratings Say:
Take (jQQ . . . and get more!
Two brand-new television audience
measurements give WKRG-TV, Channel 5,
an overwhelming advantage over
Station "B" in the important Mobile market.
Pulse Says f@y Reaches More People
The Mobile Telepulse for October '56
shows WKRG-TV leading in 275
quarter hours to 171 for Station "B".
The night time lead is most one-
sided. 117 to 48.
Nielsen Says uHj Reaches More Homes
The 1956
Nielsen
Coverage
Service
shows
WKRG-TV
leading
in every department . . . covering 33 counties
to 26 for Station "B", with 45,000 extra homes in
Channel '5's NCS area.
So, to sell Mobile, Take 5' and Sell More!
WKRG-TV
Representatives: Avery - Knodel
CBS
Ch. 5
MORE AUDIENCE* THAN
ANY STATION IN MINNEAPOLIS-
ST. PAUL THAT'S WHAT
WNBF-TV, BINGHAMTON, N.Y
DELIVERS DAY AND NIGHT
SEVEN DAYS A WEEK-AT
LOWER COST PER 1000.
YOUR BLAIR-TV MAN HAS
THE EVIDENCE FOR YOU.
* Also more audience than any
station in Baltimore, Houston,
Milwaukee and other major
' lower cost than
|hl of the
■
r, 1 955.
WNBF-TV
BINGHAMTON, NEW YORK
£©V C hannel 12
NBC-TV • ABC-TV
by: Radio and Television Div. / Triangle Publications, Inc./ 46th & Market Sts., Philadelphia 39, Pa.
vi • TV, Philadelphia, Pa. / W N B F - A M • F M • TV, Binghamton. N. Y.
fl.Harrlsburg, Pa./WFBG-AM -TV, Altoona, Pa./WNHC-AM »FM «TV, New Haven, Conn,
a I Sales Office, 2 7 O Park Avenue, New York 17, New York
SPONSOR • I DE< EMBER L956
What's happening in Government
that affects advertisers and agencies
WASHINGTON WEEK
I DECEMBER Once again the Census Bureau this week underscored a basic reason for the lonc-
Copyrloht 1958 , ... ~
sponsor publications inc. 'e™> boom our (CDiioiiiN is « njoymg — |)co|iIc. Since 1950, says Census, the U. S. popu-
lation has shot up by almost 16%-million (11%) so that any day now we'll be at the 170,-
000,000 mark. To put it another way: Every year for six years, the average growth
among our inhabitants has been the equivalent of Florida's current population.
In reading these figures, keep the following in mind, though:
• Population changes are uneven. And good news for tv and radio stations in 11
states. Numerically, over half of the six-year growth was accounted for by California, New
York, Texas, Ohio, Michigan, and Florida. California led the parade with a gain of 2,846,-
000 — pointing to the probability that the Golden State will be bigger than New York by 1965.
• Percentage-wise, Nevada was on top with a gain of 55%, followed by Arizona (41%),
Florida (36%), California (27%), Delaware (26' ; ), Colorado (22%), and Maryland (20%).
• A few states lost — Arkansas was off 5%, Mississippi 21/2%, Vermont 2%, West Virginia
1%, and Maine about 1/2%-
Meantime, radio and tv people (and marketers) should beware of this danger in the
figures: State lines are not the equivalent of coverage areas. Thus, for instance, a
station in Arkansas (which lost population) may have considerable coverage in Texas
(which gained enormously). A look at Arkansas figures alone thus would give the wrong
picture.
Similarly, most people think of California and Florida as a likely place for older peopls
to live (because of climate). However, Metropolitan Life Insurance Co. breakdowns of
Census figures indicate caution before this broad concept is taken for granted. Florida
actually is 16th among states whose population — percentage-wise — is 65 and over,
and California is 26th. Way up at the top (again, speaking percentage-wise) are Iowa,
New Hampshire, Maine, Missouri, and Vermont; and way down at the bottom are Arizona
and New Mexico.
The FCC's headaches with UHF continue to multiply.
Chairman McConnahey's "crash" program for quick development to help UHF survive
has itself crashed. It looks this week as though the industry group set up to push
this program is more interested in pushing one another.
The so-called Television Allocations Study Organization, which was called together by
McConnahey, has run into innumerable delays. First, the fight was over how many UHF
representatives would be included. This was settled by cutting the UHFers to one or-
ganization. Then there was a long discussion about choosing a name for the organization.
Before the project can come into being it needs a managing director. The job is
going abegging, because those to whom it was tendered apparently feel the differing belief*
of the five member organizations — UHFer9, VHFers, educational tv, RETMA and NARTB —
makes the spot too hot to handle.
With reconciliation among the five UHF groups near hopeless, the FCC decided to
hoist a warning to holders of UHF construction permits: They must explain by
15 February why they're not on the air.
This deadline applies to 83 licensees who either have gone off the air after heavy losses
or who have held back from construction because of what happened to others.
' £.*
SPONSOR • 1 DECEMBER 1956 •*
ONLY
WEEK
LD, YET..
. . . according to some people whom you know well, sponsor has
done the impossible.
Before our new weekly harnessed key news and key articles into
one indispensable use package for agency and advertiser readers,
the idea of a weekly slick-magazine with a strong news ingredient
was considered impossible and impractical.
Even the big consumer magazines, with their unlimited resources,
had never dared try it on a full-scale basis.
Yet after only six issues, the weekly sponsor — (1) Has created
a wave of excitement and enthusiasm without parallel in our
field. (2) Is under close scrutiny by the largest firm of trade
paper publishers in the world. They believe that the new sponsor
formula is a step forward in trade paper technique and may
greatly strengthen several of their periodicals.
The weekly sponsor takes nothing away from the excellent news
magazines in the broadcast field. It has its own niche and its
own purpose.
In a nutshell, it's edited 100% for busy agency and advertiser
readers. It keeps them posted, week by week, on the essentials
of tv and radio advertising. It's of more practical use to account
executives, ad managers, timebuyers, and top decision-makers
than any other trade publication ever created to reach this field.
It's designed to be the preferred magazine for busy executives
who can read only one tv/radio publication.
As a result, six out of seven copies of sponsor go to advertiser
and agency readers ; circulation has grown 70% in less than
two years; advertising lineage is at an all-time high; studies of
agency and advertiser reading habits show sponsor dominant in
its field.
The new sponsor weekly is especially suited to tv and radio
station ad messages. You can't do better for your 1957 campaign.
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
ON YOUR
DESK
EVERY
FRIDAY
A roundup of trade talk,
trends and tips for admen
SPONSOR HEARS
owyright its* Booz Allen & Hamilton (management consultant) is still beating the bushes in
iriNtoi publication* mo. quest of a program v.p. for NBC.
Among those they've been inquiring about in agency quarters as likely candidates:
• Bob Weitman, now a CBS TV v.p. and formerly in charge of ABC programing.
• Bob Lewine, Weitman's successor at ABC.
Major New York agencies are beginning to feel — and worry over — the trend among
network radio salesmen to pitch their package stories direct to the client.
As a case in point: CBS Radio got $1.3-million worth of business from Scott Paper
Co. — but not until John Hirst, Scott's ad manager, had asked JWT (Scott's agency) wheth-
er it had considered a competitive plan that had been presented to him direct.
As a solution to the problem of indoctrinating younger timebuyers in the latest
developments of the business, the media director of a major Chicago agency did this:
He set aside an hour each week for a seminar in which tradepaper clippings serve
as the basis of review and discussion.
The media director adopted this course when he found — while interviewing young
prospects for two timebuying jobs — that half weren't in the habit of reading much about
their business.
This Hollywood star didn't learn until too late the old axiom of the entertainment busi-
ness: don't irk the client over minor things — unless you're indispensable. She pro-
tested that it would be insincere to lend her testimonial to printed ads for the brand her
program stressed, because she actually used another one of the sponsor's brands.
That's that — her attitude in this instance being symptomatic of all kinds of possible
trouble.
It pays to test a show among your intended age group before wrapping up
the buy. That's what a major Madison Avenue agency has found out too late.
The network spot was early evening, and the primary audience objective was boys of all
ages.
But a check before the show went on the air disclosed that no age group identified
itself with the people in the show.
In fact, the response was often antagonistic — because of the show's suggestion of
stricl discipline.
Tn case you've wondered why you rarely encounter ex-station reps among
agency personnel, these may be the reasons:
• They don't think the grass is any greener on the buyer's side of the fence than on the
seller's.
• Tlir incentive deals in rep organizations often are more enticing for the long income pull.
• The sense of security is somewhat more noticeable in rep territory.
One of tlir few agency top management men who was once a station rep is C. Terence
Clyne, "f M< (aim I'Hckson (ex-Free & Peters).
SPONSOR • 1 DECEMBER 1956
'hnml 2 MeattA BuaUmaa \
CBS at tke&vidd jtlillk, cuidftpney
! r
serving more than 500 healthy cities and
towns in Wisconsin and Upper Michigan.
V*pm Bigger 'n B a It i mote!
HAYDN R EVANS G <• n Mg
Rto WEED TELEVISION
SUPER AGENCY
f ontinued from page 2 , i
chines on the Communications Revo-
lution.
In the light of this Buck Rogei ish
prediction, it is notable that the fad
gathering techniques of advertising are
resembling, more and more, the feed-
back functions of automation. Put
rather articiallv to simplify the expla-
nation: the agenc) or advertise] starts
uut bv gathering facts about the size,
shape and character of the market; he
then sets up his marketing plan and
advertising accordingly; then, while
his advertising is at work, he measures
the impact and makes changes as indi-
cated. This last step is the feedback
function hut it i- also the In-! step in
his next marketing campaign, so there
i- realK no difference between initiat-
ing a campaign and feeding hack cor-
rections and revisions to the advertis-
ing "machine," except when a product
i- introduced.
Fact-gathering toda) is crude in
main respects anil the feedback is. by
no mean-, a precise matter. But as
techniques improve, this flow <>f mar-
ket anal\ sis. market plan, advertising
operations and measurement ol the re-
sults will become re systematized.
rhe How of data will become continu-
ous and more obviousl) self-correcl
m-.
Such i- the picture of the future
painted bv the technicians of adver-
tising. I )on t gel the idea. howe> ei .
that it i- the Ph.D.'s alone who genu-
flect toward the gods of fact-gathering.
I he businessman himself, aware of the
wing complexit) of marketing and
the iM-w kind- of competition, is be-
coming fait conscious, too. The new
kinds of competition he face- include
the growing difficult) of wedging a
new bi and onto the super market shelf
and the growing competition between
industi ies, the lattei a result of the in
i rease in dis( rel ionai \ income an
■
i onsumers I who can now choose, for
iple, between appli.nn es and
cars). Regarding the distribution
problem, William Nevin, vice presidenl
in i hai ge of market development al
' ornpton, said he wa9 told recentl) by
.1 chain store executive thai 600 new
brands a month are paraded before
him in tin- battle of shelf SJ
If the manufai turei - advertising
pin- In- oun and tl" ales
lopmenl nun .in- able to gi t shelf
■ his troubles have merel) begun.
I he brand faces a m\ riad of products,
directly or indirectly competitive. In
an address to the Institute of Food
Technologists in \pril. Walter Guild,
president of Guild, Bascom Bonfigli,
pointed out these fail- ahout the new
competition in food: In 1928 the aver-
age grocer stocked «'!<>7 items: in 1955,
the number was 4,723. Twenty-five
years ago the average canned fruit
item competed with 23 others: today,
there are 139. Flour and mixes num-
bered 17 two decades ago; now there
are I 09. There are 91 cereals todav
compared with Hi two decades ago.
There are L49 frozen loud items which
weren't on the shelves before World
War II.
I he product that turns oxer the fast-
est is what the super market is looking
for. Yet, said Guild, 80?? of the item-
in the modern super market average
sales ol less than one case a week.
The burden put on marketing h\
self-service is obvious to everyone.
Not so obvious to those not familiar
with super markets is the importance
of efficient distribution. Latest data
available shows that in 1954 the nuni-
I mi ol food -lures accounting for 70'.
of total food sales in the U. S. was
Id. .".00. In 194!!. the number of stores
accounting for 70% was 90,200. In
I 939, the number was 112.000.
These are not onl\ the trends of the
past, hut those of the future, too.
• \- the technicians take the center
ol (he -lage In displav their determina-
tion to mold advertising into as scien-
tific a technique as possible, some crea-
tive men aie muttering from the wings,
"Over my dead body." There is no
question that the creative man is wor-
ried. How will he fit in to the fact-
oi ienied ad agencj ?
'"I foresee the day of the individual
-lai on the wane.'" said k\l - I le.
"Performance in the future will he ac-
complished within a team. The prob-
lems of advertising toda) are too com-
plicated foi one intuitive man. I!ut
this will not minimize creativity. It
w ill maximize 1 1 ue creath ii\ a- op-
d to mere gimmicks. Men w ill he
freed from the disorderlv processes ol
the pa-i. Problem-solving will he made
effective and efficient.'
The special problem ill the i lealive
ami professional man was recognized
b) Met aim's llaipei in his ANA
■ h u hen In- -aid. "Motivating the
self-disciplines of these diverse crea-
tive and professional individualists is
a w ish for maximum indh idual libert)
and minimum regimentation consistent
with the organized performance of a
planned, scheduled and budgeted re-
sult."
The modern agenc) can provide this
atmosphere, Harper maintained: "The
advertising agencv offers creative peo-
ple a group method of organization
which nourishes free creativitv and
underwrites and distributes the haz-
ards of insecurity as a small price in
loss of individualism. Moreover, in
the self-disciplines of work to a com-
mon plan, budget and timetable, the
individualist discovers newr sources of
-elf-realization through newT forms of
eo-creati\ it\ ."
W ill there be no room for judgment,
intuition, experience?
Paul Freyd, a marketing consultant
who include- I'd'dM) anions his clients,
-aid. "In the final analysis, there is al-
ways one man in a situation who has
to make a decision. A good marketing
executive is more than a fact-gatherer.
He is called upon to use judgment and
imagination. It is this extra ability
that makes the marketing expert."
• The growth of agency services
will continue putting pressure on the
IV, commission system. Admen are
loathe to predict exactly how this will
be modified other than to say that the
IV, will be retained as a base with
added services building a superstruc-
ture of fees on top. Though many
reasons are given by agency executives
for keeping the 15%, the one theme
running through their comments was
the simple fact of not knowing what
would happen il it were scrapped —
lor no line ha- come up with complete
system for replacing it. Added to this
is the spectre of juice competition and
de-emphasis on quality of service
which mighl follow the demise of the
commission.
Those watching McCann-Erickson's
activity in setting up of independent
alliliatcs have conjured up a possible
development along these lines: Agen-
cies will set up a central corporate
core which will contain all those serv-
ices covering the traditional 15% hut
no more. Gathered around this nu-
cleus will he a group of corporate
satellites which will SUppl) additional
services on a self-supporting basis. In
olhei wold-, these satellites will supplv
-erviee- now covered by fees and new
-ei vice- which will develop.
W bile conceding that the coimnis-
-iuii -v-lem wa- a factor in the setting
up of Communications Counselors,
-ru\-oi;
1 DECEMBER 1956
Inc., and Market Planning Corp., Mc-
Cann takes the view that other reasons
were more pertinent. Anthony Hyde,
vice president in charge of Planning
and Development, told sponsor:
"With decentralization you get more
imagination, more vigor among your
personnel. It allows professional peo-
ple to develop their own standards and
do better work. We can attract better
people, too. A top man will prefer to
be the president of a separate corpora-
tion rather than head of a department
within the agency.
"It's unfair to say that these affili-
ates are just a device to get more fees.
We can charge extra fees if a depart-
ment is within the agency proper just
as well as we can if the department is
made into an independent corporate
affiliate."
\\ hether or not other agencies adopt
McCann's approach, it appears certain
that the subject of commissions and
fees will be a more complicated affair.
Long contracts between agency and
client will be the order of the day, w ith
specific services to be supplied spelled
out in detail. Tv has already spurred
this trend in instances where the client
feels that the 15% commission on a
packaged network show is unreason-
able and he (the client) should get
some extra services if the agency in-
sists on charging the commission on
talent and production costs.
• If the communications agency of
the future is to communicate well, it
must communicate well within its own
boundaries and with its clients. This
will be no minor headache as the
agency grows in size and complexity.
Decentralization may ease the problem
somewhat but will also bring up new
kinds of communication problems.
Though it sounds like a routine sub-
ject, intra-companv communications
can be a critical one. In a talk before
the New York chapter of the American
Marketing Association recently, Dr.
Wallace Wulfeck, vice president of
\\ illiam Esty, said he had been told b\
the board chairman of a large corpo-
ration that 80% of the major and mi-
nor errors committed are directly re-
sponsible to a failure in communica-
tions though they are often attributed
to other causes.
As experts in communication, the
agency of the 1960's will find itself
deeply involved in the subject in its
own house. Communications will be
more formalized and there will be
more reliance on paper work. The
techniques of communicating do -i~ i« m -
will be more highlj developed. The
account or product group will prob-
ably become more than ever a kej
group in the agencv - communications
web. Thus, as the account executive
loses his status as a star individual lie
will become a prime inl curator.
As for relations between the agency
and the client, the trend has been one
of increasing the number of points of
contact. This will continue. In an
article in Food Business last year on
"How advertising agencies will serve
their grocery clients in 1965," Ralph
Head, BBDO's new marketing chief,
said :
"Ten years hence the leaders in the
merchandising of consumer products
through grocery outlets will be those
manufacturers whose advertising agen-
cies are literally one of the family. In
this success pattern, agencv people will
work, not only with client advertising
people but sales and/or merchandising
and sales promotion people with a free
interchange between these departments
and, in addition, with researchers and
sales analysts."
Later on, Head summed up b) >a\-
ing that by 1965 "advertising agencies
will probably have counterparts of all
the important marketing people in an
advertiser's organization within the
agency organization."
Marketing consultant Frev d pin-
pointed a current trend which will
leave its mark on the agency of the
future when he said, "Agencies musl
conform their organization to the mar-
keting realignment of the big clients.
Because of the appointment of top
marketing men by clients, agencies
often are once removed from their cus-
tomei s. I In- w ill lia> e to i hange. \-
a mallei ol fact, ii is ahead) cha
ing."
I re) d pointed oul there is a grow -
ing tendenc) i" name marketing men
to account supei \ isoi posts. He said
thai these men as well as the market-
ing specialists in agencj marketing de-
partments are able to talk to the cli-
ent - marketing i hie! in his ow n lan-
guage.
\\ iih even more points "I agenc) -
client contact likel) in the future < pub-
lii relations and management consult-
ant functions are examples), the whole
problem "I liaison will probabl) un-
dergo some form ol change. Perhaps a
new kind ol account executive will
emerge. But what i- more likelv i- the
development of an agency-client com-
mittee system to integrate the varied
function- which the communications
agenc) of the future will perform.
\\ hal i- the Communication- Re\ 0-
hit ion. an) wa\ ? I- ii just a phrase .'
Can it be defined.' I- it more than
just the sum of advertising, marketing
and public relations?
rhe answers are no, yes and yes in
that order. As applied to the agenc)
busine— . the Communications Revolu-
tion implies, that the agenc) will set
itself up to handle all aspects of a
In in'- communications with the gen-
eral public, the consuming public.
distribution outlet-, employee-, share-
holders and, in some instances, com-
munications problem- within the firm
itself. \s agencie- drive closer to the
high-polic) centers of corporate man-
agement. the\ ma\ even take on advi-
sor) services in the legal, financial and
legislative areas. Their key function:
integration. ^
TOP BILLING for Michigan's TOP TV buy!
SPARTON BROADCASTING CO., Cadillac, Mich.
Nat'l Reps.
WEED TV
SPONSOR • 1 DF.CEMBER 1956
::>
NEW PROMOTION for
NEW PROGRAM FORMAT
IN ROCHESTER. N. V.
men
,( proved
can charm Adults
into hearing and acting
on sales messages
with Melody and News
plus I'h RSONALITY.
Hacked by new local
advertising, th<
spear-heading WYK I
into Top Ratings
all day and all night.
In Rochester, your best
radio buy is the New
VWET music-and-news
format . . .
BOB TREBOR
WILL MOYLE
ROCHESTER, N.Y.
Represented Nationally by
THE BOLLING COMPANY
You can't cover
America
without
MONTANA
Tke (Wkewtol
Dioidi Station
KXLF-TV4
Metropolitan Montana
Top power 1 and 1/2
miles in the sky.
Tv and radio
NEWSMAKERS
Richard C. Terry i- a newl) elected v.p.
in led Bates marketing department. Ili-
appointment is another sign of the grow-
ing emphasis on marketing within top
agencies. Before joining Ted Bates two
years ago, Terr) had been an executive in
(.('Million's market development department
^B and. like the majorit\ of top agenc\
Hi ^SaBSfek. marketing executives toda\. he came into
advertising from executive sales posts in induslrv. iln its survey of
major agency marketing departments, 23 Jul\ 1956, sponsor high-
lighted fact that agencies are hiring more executives with sales
experience in companies similar to the agency's clients. Their
analysis of marketing conditions often shapes ad plans. I Terry
brings to this predominantly package goods agenc) sales experience
with l.aeo Products. Baltimore, and Lexer Bros., New York.
David E. Partridge, Westinghouse Broad-
casting Co. advertising and sales promotion
managei. i- the first president of the
Broadcasters Promotion Association. \(
the association s first meeting in Chicago
late la>i month, he said services to mem-
bers ma\ include station promotion sug-
<Mi(iii»: merchandising cooperation; pro-
motion of time sales. Aiding Partridge will
he Charles \. \\ ilson, sales promotion manager of \\(A and W CA-
IN. Chicago as newlv elected first v.p. and Monte/ Tjaden. sales
promotion manager of KWTV, Oklahoma City, Okla.. the- Associa-
tion s second v.p. These hoard members were elected lor three
years: Bruce Wallace of WTM.I and WTMJ-TV, Milwaukee; Hay-
u I Meeks of WMAL-TV, Washington; Roy C. Pedersen of \\ DAY
and WDAY-TV, Fargo, N. D.; Samuel Elber. WERE, Cleveland.
/^^j«w Ccnc Accas -a\s In - knci
H I search projects" for TvB. Vccas, who has
I been with TvB since- last February, was
V ^^aSF^) ■ 1 1 > | >• > 1 1 1 1 < ■ I v.p. ibis month l>\ Norman I'..
*9SX^B l a-h. TvB president. While he disclaims
■ prejudice in favor <d an\ one of the main
I v I! projects now in the works, he men-
tioned two to sponsor with particular en-
thusiasm: i I ' The Dynamics o) Media, and
(2) The Effect oj Media on Considered Purchase Items. "The
'Dynamics' stud) will show whal media do to people," he says. '*We
keep healing what people do to media, turning them on and off. Now
we wanl I" learn definit i\ el) whal people look for in l\. for instance;
to what degree the) rel) on t\ for information, or for pure enter-
tainment; how the media- affeel people's habit-. Before he joined
II'. \< ■. a- was \l'>< directoi ol research and sales development.
si-oxsui;
in < EMBER 1956
WONDER WORKING
o
JLXg
C-
L
/
IK
*V
^
* AG'
Get the facts
Get the figures
from
GEORGE P. HOLLINGBERY CO.
METROPOLITAN
PORTLAND (Oregon)
THE NATIONS 20th MARKET
316,000 watts carrying your product
story into the homes of this fast-growing,
dollar-rich Pacific Northwest market.
POWER-PACK PERFORMANCE... "meas-
urable merchandising" on-the-spot — a
sales "task force" representing over 100
years (combined) experience in sales,
merchandising, radio and television, go
to work for you the moment you place
your schedule on KLOR!
KL0R
PORTLAND, OREGON
Good Looking
Home-Owned
Chmd
HENRY A. WHITE
S. JOHN SCHILE
General Manager
FOR SALE
FOR SALE: One 5,000 watt AM
Transmitter, Type RCA BT 5C,
complete with Console and
Plate Transformer; equipped to
broadcast on any frequency for
535 to 1600 kc. Excellent con-
dition— never been used. For
inspection or additional infor-
mation, contact Bruce Linton,
School of Journalism, University
of Kansas, Lawrence, Kansas.
Bid Blanks may be obtained
from Wm. F. Perkins, Director
of Purchases, State House, To-
peka, Kansas. Proposals will be
received until 2:00 p.m. on De-
cember 27, 1956 and then pub-
licly opened. Right is reserved
to accept or reject any or all
bids or parts of bids and to
waive informalities therein.
Signed:
If m. /• . Perkins
Director of Purchases
ii .i.i. i
You can't cover
America
without
MONTANA
Tke CofttUteii^
Dtoide Statimt
KXLF-TV4
Metropolitan Montana
i
Reps at work
f+>
T
Top power 1 and 1/2
in the sky.
Samuel F. Jackson, \.very-Knodel, Inc., New York, cites daytime
t\ as an example of the ever-changing nature of the tv buying-
selling scene. He points out that gross viewing audiences today
often surpass the number of evening viewers of a few short years
ago. Because of such changes he feels buyers of spot time should
give utmost consideration to the
mounting quantity of reliable, new
audience research — research which
points up the opportunities exist-
ing for daytime advertising suc-
cess. "For example." says Sam.
"in one Wery-Knodel market in
spring L953, tv-owning homes to-
taled 39.800. A minute commer-
cial during prime evening hours
cost $50. Now, NCS No. 2 data
shows the station covering 341,-
280 t\ homes. And a 60-second
daytime slut costs $50 — exactly the amount paid for a nighttime
minute in L953 to reach about one-tenth the number of tv homes.
Representatives themselves. A. C. Nielsen Co.. ARB, TvB and others
can make new. pinpointed research available to buyers at an in-
stanl s notice. Jackson feels that existence of low-cost davtime
availabilities means a new frontier for sales success in spot t\.
Win Kirby, Weed & Co., New York, feels that the major part of
a ladio salesman's job in the industry today is to be able to out-
line tailor-made campaigns for all t\pes of potential advertisers.
But he feels the spot salesman and the timebuyer can't ever lose
siulit of radio's fundamentals — which many still overlook. "For
example," says Win, "some of the
following facts must be borne in
mind: Radio is the only medium
that can and does reach 95'/< of
the people all the time, wherever
they happen to be. There are at
least three radios in every home
so that it's a personalized medium
with appeal to main tastes in
e\er\ age group. Radio is a buy
at a low enough cost to enable the
advertiser to purchase numerous
spots in many markets in a satura-
tion campaign. So. you can sec how many plusses there are on the
vide of the medium. Being realistic about radio docs not mean
being apologetic.' K.iil>\ believes thai in the presentation of facts
about radio, data musl be < arefulK aligned and presented; onlv
then can the facts speak for themselves. \ in I it's the salesman's
job i" bring the radio timebuyer new facts a> thej arc gathered.
Sl'ONSOK
1 DECEMBER 1956
IN INLAND CALIFORNIA (and western nevadai
RADIO
cVfo
r o O
These inland radio stations, purchased as a unit, give you
more listeners than any competitive combination of local
stations . . . and at the lowest cost per thousand! (SAMS
and SR&D)
In this inland market — ringed by mountains — the Bee-
line covers an area with over 2 million people, more buy-
ing power than Colorado, more farm income than Kansas.
(Sales Management's 1956 Copyrighted Survey)
Feno
KFBll M SACRAMENTO
KMJtt^ESNO
)
KERN ^BAKERSFIELD
iULcCAodtcJUxf &/toadccLstJAAq CofetfboAuf
SACRAMENTO, CALIFORNIA • Paul H. Raymer Co., National Representative
SPONSOR • 1 DFXEMBER 1956
79
Recommendation for network presidents
Running a network is an exhausting occupation.
Hut one form of relaxation that we can highly recomme
ml
i- taking time oil once or twice a year for visit> to affiliates.
We can promise that the reception and hospitality will he
heartwarming. And. strange as it ma\ seem, there will he
surprisinglj leu complaints unless the net chief wants to
stimulate a complaint session himself.
Station affiliates are hungry lor direct visits by top network
executives. Not since the days of Niles Trammel] have ke)
net officials -at across affiliates' desks.
It the Presidenl of the I nited State- can make his whistle-
stops, so can the president of the network.
Don't drown the creative man
The advertising agency of 1956 will have more resem-
blance to a university than to the oldtime agencies built
around copj geniuses.
I lie trends are strong and clear — toward ever-increasing
use id research; toward committee systems.
\\ here does this leave the creative many
This is a subject which concern- u- deeply. The pro-
ponent- of the new approach to agenc\ operation (see "The
Super Agency of L966," page 25) state that the creative
man will have greater opportunities in the decade ahead.
He will, run- the argument, write copj based on the maxi-
mum in factual marketing guidance.
We can'l argue again-t the value of fact- to the man who
creates a commercial or a printed .id. Bui we sense a dire
danger. Some <>| the research -oriented agenc) executives who
are coming to the fore regard idea- with a certain com-
placenc) as it idea- are the automatic resull of bringing
logethei necessarj data.
With all die research available today, you can -till count
''"• great television campaign- on the fingers of one hand.
We hope the 'social-science oriented" agenc) of tomorrow
will heed tin- danger sign and nol allow the pendulum swing
too lai awaj from the cop. genius era. The ideal system
will combine respecl foi idea- with maximum use of facts.
lO-SECOND SPOTS
Practical juke: Win all the to-do
about radio- music and news pro-
graming? Seeins to us the\ »o to^eth-
i i music to soothe the sa\age breast
and news to make us feel savage again.
Ole: Mexico's tv version of This Is
) our Life [Esta es su Vida) costs
about 14,000 pesos or $1,120 a show.
Here, on NBC TV, it costs P&G about
$52,000. Seems as if life really is
cheaper South oj the border.
Phew! Between now and Christina-.
Lanvin-Parfums (through North Ad-
vertising) will sponsor Allen Jackson
on CBS Radio with stock market news
and analvsis to reach men making up
their e
market
scents.
ifl lists. Let's hope for a hull
the more dollars, the more
Where it went: From Paul McCluer,
nen. mgr. of Geoffrey Wade Advertis-
ing in Chicago, we learn that stores
there are featuring a Pepsodeut doll
for $5.98 whose teeth turn yellow when
she lies down, white when she sits up.
By cracky: From Situations Wanted
Announcers classified column:
"NUT CRACKER LOOKING for
tough earl) morning nut to crack in
Fast. . ." Suppose he II work for pea-
nuts.-'
Naturals: Station buys we'd like to
see^Rival Dog Food on WOOF (Do-
than, Via.) and WAGS (Bishopville,
N. C.) ; Maybelline eye make-up on
WINK (Ft. Meyers, Fla.) ; Toni Co.
• in \\ \\F (Louisville, Ky.) ; Castro
Convertible Sola- <>n KOZY (Grand
Rapids, Minn, i : Purina poultry feeds
on K\\ \k (Stuttgart, Ark. i and
Pabsl Blue Ribbon on WIIFF (Mar-
tin-\ ille. \ a. I
Caste: Overheard at Emil Mogul
agenc) where account execs offices
.ue strung along Madison and 58th
Street sides: One a.e. to another—
"\\ hen \ mi gel a job on Madison
\\ enue. then I II listen to \ on.'
this we fight for Each Christmas a
swarm of fly-by-nigliters /nuts the air media
with mail-order schemes. II In wait for Jan-
uai i 's complaints? H e urge stations to double-
<lterl the merit of neu Christmas elicits now.
Lost horizon: \d in V. ). Times
"Y01 NG (.1! U FLANNEL SI ITER
is developing an intense dislike for
Madison \\e. Looking for honest
work in more interesting walk of life.
. . . Manual labor < >K or learn semi-
skilled work." I'men ell. Young Blue
Denim Orerallet '.
SPONSOR
I Dl( EMBER 1956
what do YOU buy
KWK-TV serves one of America's richest areas with
annual retail sales of more than $2,653,404,000!
Grade B population alone includes more than 2,252,000
potential customers for your products or services.
Your KATZ man can keep you covered with the complete
story about the great St. Louis market and the
LEADER in St. Louis Television — KWK-TV!
KWK-TV has the best-known personalities in St. Louis
Television! Gil Newsome-Fred Moegle-Tom Dailey —
offering top ratings-low CPM-and the local touch for
YOUR campaign. Consider, too, the top-rated film
programs and network adjaciencies for your SPOT
campaign available on KWK Channel 4. Katz will keep
you covered with this info!
OPERATION ID offers outstanding daytime availabilities
on the LEADER in St. Louis Television — KWK-TV.
Fifteen ID's per week between 9:00 a.m. and 4:00 p. m.
for $412.50! Five across the board at 10:00 a. m. pull
a CPM homes of FORTY CENTS. Anytime is a good-time
on daytime KWK Television. Pick your times now. Check
KATZ for availabilities in the new KWK OPERATION ID.
By the way, the KWK-TV 5 & 10 PLAN offers 20 to 40%
discount on daytime buys. Check Katz for details!
KWK-TV
has them all!
(^
TOP PROGRAMS
OF TWO NETWORKS
Represented Nationally by THE KATZ AGENCY. INC.
YOU GET MORE ON
C_3
Serving the
Great St. Louis Market
keepA covered
IN ST. LOUIS
Right Time
for Your
Audience
KMBC" I V has a top-rated show
for any audience you want!
KMBC-TV OF KANSAS CITY provides a top-rated
selection for any type of audience you seek.
These latest (Aug. 1956) Telepulse rankings show
how your sales message reaches more of the
right people more of the time on Channel 9.
TOP-RATED NEWSCAST (General Family Audience)
"The 10 O'clock News," by Lionel Schwan, highest-rated news show,
network or local, in the market. Ranks No. 2 in the Telepulse listing
of Top Ten Kansas City multi-weekly shows.
TOP-RATED LOCAL WOMEN'S SHOW (Housewives)
Bea Johnson's "Happy Home," 1:30-2:00 p.m., Monday through Friday.
Consistently the top show in its field in this three-station market.
TOP-RATED EVENING MOVIE (General Family Audience)
"Premiere Playhouse," 10:15 p.m. to sign-off, Monday through
Friday. An ideal vehicle for low-cost, high impact selling with
Jim Lantz as host and salesman.
TOP-RATED KID SHOWS "Whizzo's Wonderland," with Frank Wiziarde
as "Whizzo, the Clown," 11:00 a.m. to noon, Monday through Friday.
"Mickey Mouse Club," 5:00 to 6:00 p.m., Monday through Friday,
highest-rated multi-weekly show in the market!
TOP-RATED LOCAL DAYTIME VARIETY SHOW (Housewives)
"Noon," 12:00 to 1:00 p.m., Monday through Friday. This biggest
local production in Kansas City television features Rev Mullins and
a cast of top entertainers plus famous guest stars.
TOP-RATED SPORTS SHOW (Men)
"Sam Molen's Sports," 10:08 p.m., Monday through Friday.
Beats all network and local sport show competition!
1
From the above, you can see why you're money ahead when you select
your audience from the top-rated line-up on KMBC-TV. So right now,
select your n< phone and contact your Colonel from Peters,
Griffin, Woodward, Inc. for availabilities.
See Peters, Griffin, Woodward, Inc. for availabilities.
the SWING is to KMBC "TV
Kansas City's Most Popular and Most Powerful TV Station
Basic ABC-TV Affiliate
I iiks Griffin.
Woodward. •«
DON DAVIS. President
|OHN T SCHILLING Executive Vice Pns]
GEORGE HICGINS. Vice President and
Sales Manager
MORI GREINER Manager. KMBC TV
DICK SMITH. Manager. KMBC KFRM
Radio, its KMBC */ Kansas City— KFRM
tate of Kami!
1 9i IS?
i r- lU V CV 2 0 N »
8 DECEMBER 1956
40< a copy • $10 a year
PON
OR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
20.2% Drug
Dominance
Market figures prove families living in
WXEX-TV Grade B area spend 20.2% more
\ on drugs than families in Grade B area
of any other Richmond market TV station
Amount Spent on Drugs by Grade B Area Families
Percentage
WXEX-TV
Station B
Station C
$12,205,000 ^HHi3l
$10,130,000 1
83%
$10,155,000
83.3%
'Cosmetics, toiletries, hair preparations, packaged medications
Source: Sidney Hollander Associates
I
WXEX-TV
Tom Tlnsley, President
NBC BASIC-CHANNEL 8
Irvln G Abeloff, Vice Pre*.
m
*te&n
I9S6
THE TOP 50
AGENCIES IN AIR
MEDIA BILLINGS
V&R leads agenc) pack,
UNDO is second, Mc
C-E third, each gain-
ing <>\<*r $10 million
above I 955 figures
Page 23
Needed: a better
way to measure
radio today
Page 26
Just how much
impact does
color tv add?
Page 28
Where the money
goes in animated
tv commercials
Page 33
National Representatives i Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Forjoe & Co. in Chicago, Seattle, San Francisco, los Angeles, Dallas, Atlanta.
Ilui UJImJIamjol hAojJbeJtls mt &h~tbt
pastes I QM/yuMAta w/O/wfe ut -A^^uol
Aluminum, Chemicals, Steel, Coal— these and many other
basic industries — booming, expanding, growing — in the
Creator Wheeling Market, the "rich Ruhr Valley of
America." How do ^ <H titrn r«- in this picture of industrial
expansion? Project your sales in Vmerica's industrial
heartland by using the dominant advertising medium,
\\ rRF-TV, consistently outdistancing the competition
in every accredited measurement of audience survey. The
eyes <>f the valley are on WTRF-TV !
For availabilities and complete
coverage information — Call
Hollingbery, Bob Ferguson,
VP and General Manager,
or Needham Smith,
Sales Manager,
Cedar 2-7777.
NBC
1 •
fj§jj 316,000 watts
Equipped for network color
I new importance!
LEADERSHIP
WSYR has achieved leadership in news service
by making news coverage the Number One pro-
gramming responsibility. Seven full-time staffers
share the job of covering, editing and reporting 12
complete news reports daily — these in addition to
NBC's news reports. They cover the local and re-
gional news 'round the clock — set up "on-the-
spot" broadcasts of important special events.
Naturally, the people of Central New York prefer
WSYR for news. And advertisers recognize WSYR
as the news buy in this 20-counfy market with 1.5
million population and $2.2 billion annual spend-
ing power.
M
**K~
i
Lr^
i v
cr
■ •^^^_^^fc. *~4
1 J
ySSraS?^
L-
.*«"*; "'',
NBC Affiliate
5 KW * SYRACUSE * 570 KC
Represented Nat ion all
HENRY I. CHRISTAL CO.. INC
SPONSOR • 8 DECEMBER 1956
8 December 1956 • Vol. 10, No. 28
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
DIGEST OF ARTICLES
I he lop 50 air agencies
23 Vnnual sponsor survey shows Y&R, BBDO, McCann still head list with
h gaining over $10 million. Analysis of clienl activities explains growth
Needed: a better wa) to measure radio
26 W. Ward Dorrell, research chief at Blair, says samples are too small
for measuring -hort time segments, suggests three-hour span be used
( olortown, I .S. V.
28 ^'{<: •""' BBDO study impact of color tv on this un-named, typical city,
timl increased \ ir-is in-i and better product recall !>> color set owners
I li«- knock thai saved an industry
30 """ "Knock on the wall to see that it's plaster" slogan lifted the
thern California plastering industry out of its doldrums of '52
\\ here does the money <io'.'
33 ^" animated t\ commercial undergoes cosl analysis step-by-step from
storyboard to finished film. Commercial was two-months in production
FEATURES
16 igem . \.l Libs
20 19th and Madison
4-4- Mr. Sponsor
48 Mi and Renew
54 \. ht! & idea W
5 Newsmakei oi the W i ek
70 I, ;,- at Work
42 Sponsor Vsks
64 Sponsoi Hears
9 Sponsor-Scope
72 Sponsoi Speak-
SO Spot Buys
72 Ten Second Spots
14 Timebuyers at \\ ork
68 l\ and Radio Newsmakers
52 |\ Results
61 Washington Week
In Next Week's Issue
llnu to convert to all-media buying
■ now in the pro. . - ,,i . onverting to all
Here's how they'n making transition
W here Mil i- headed
■' •'■ here'? how NBC charts its course; a question-
Bl Pn idem Bob Sarnofl
Editor and President
Norman R. Glenn
Secretary -Treasurer
Elaine Couper Glenn
Vice-President— General Manager
Bernard Piatt
EDITORIAL DEPARTMENT
Executive Editor
Miles David
News Editor
Ben Bodec
Senior Editors
Alfred J. Jaffe
Evelyn Konrad
Jane Pinlcerton
W. F. Miksch
Assistant Editors
Joan W. Holland
Jack Lindrup
Betty Van Arsdel
Contributing Editors
Bob Foreman
Joe Csida
Art Director
Phil Franznick
Production Editor
Erwin Ephron
Photographer
Lester Cole
ADVERTISING DEPARTMENT
Advertising Director
Arnold Alpert
New York Manager
Charles W. Godwin
Midwest Manager
Kenneth M. Parker
Western Manager
Edwin D. Cooper
Promotion Manager
Mort Winthrop
Production Manager
Jean L. Engel
Advertising Staff
Marilyn Krameisen
George Becker
Dianne Ely
Administrative Coordinator
Catherine Scott Rose
Circulation Department
Beryl Bynoe
Emily Cutillo
June Kelly
Accounting Department
Laura Oken
Laura Datre
Readers' Service
Betty Rosenfeld
Secretary to Publisher
Carol Gardner
Member of Business Publications
Audit of Circulations Inc.
ESI
SPONSOR PUBLICATIONS INC.
combined with TV. Executive. Editorial,
Circulation and Advertising Offices: 40 E.
■19th St. (49th £> Madison) New York 17,
N. Y. Telephone: MUrray Hill 8-2772.
Chicago Office: 161 E. Grand Ave. Phone:
Superior 7-9863. Los Angeles Office: 6087
Sunset Boulevard Phone: Hollywood 4-
8089. Printing Office: 3110 Elm Ave..
Baltimore 11, Md. Subscriptions: United
States $1 0 a year. Canada and foreign
$11. Single copies 40c. Printed in U.S.A.
Address all correspondence to 40 E. 49th
St.. N. Y. 17, N. Y. MUrray Hill 8-2772.
Published weekly by SPONSOR Publications
Inc. Entered as second class matter on
the 29 January 1948 at the Baltimore
postofficc under the Act of 3 March 1879.
Copyright 1956
Sponsor Publications Inc.
WOC TV
-tfo/l
Proved by 648,330 Pieces of Program
Mail received by this Station During
6 full Years of Telecasting . . .
^I^WdU
1 his fabulous response . . .
91! i of it to local live telecasts
. . began in 1950. That year
. . WOC- TVs first Full year on
the air . . . 3 $,8 o pieces of
program mail were received;
this mail came From 23 Iowa-
Illinois counties — 237 cities
and towns.
By 1955, this response jumped
to 149,215 pieces of program
mail received during a 12-
month period; it came from 39
Iowa-Illinois counties — SI 3
cities and towns in these counties.
Accompanying map shows
breakdown of this 1955 pro-
gram mail, proving WOC-TV's
"Good Picture'* area.
WOC-TV Viewers are respon-
sive. They respond to WOC-TV
telecasts by mail. More import-
ant, they respond to advertising
on WOC-TV by purchases at
retail outlets. We have a million
success stories to prove it (well,
almost a million). let your
nearest Peters, Griffin, Wood-
ward representative give you
the facts. Or call us direct.
WOC-TV 39-COUNTY COVERAGE DATA -
Population
Families
Retail Sales
Effective Buying Income
Source
Number TV Homes
Source
• 1,568,500
• i8i,800
• SI, 926,588,000
• 52,582,388,000
^ 1956 Survey of Buying Income
( Sales Management )
• 317,902
0 Advertising Research
Foundation
WOC-TV Owned and Operated by Central Broadcasting Company,
Davenport, Iowa
The Quint-Cities Station —
Davenport and Bettendorf
in Iowa; Rock Island, Mo-
line and East Moline in
Illinois
Col B. J Palmer, president
Ernest C. Sanders, resident manager
Mark Wodlinger, resident sales monag
PETERS, GRIFFIN, WOODWARD. INC
Exclusive National Representative
I
Without question the best engineer in the animal Jtingda;
Busy fleovi (Jlly I© (
J7 inches ;r. diameter, transport them up or down stream cv o
well trained Stall o! CO-WOlke/s, build communication lodges and
acres ot past on intelligence akin to
WBRE-TV s unique comn e fa the people ol 'Hill
Country". V S.A
.'■foose has been
• 17 and more hands across
and most powertul
ot all hoc I
NOT SEVENTEEN. . .
-■■ >M of 'h» O
'J.'.inoce;ou» who can cover
■-fieed ot
700 vard* in leu fhon 17 seconds
r,/ 7rbra
Jf jj a ZooJooieal1 fact (haf the height ol a
Citatie trom the bottom ot its .'roar ten to the
top of lis bead has lowered J 7 feet and more
the better to reach the choice lender leave*
National and Regional Advertisers
are now getting WBRE-TV'S
17 COUNTY COVERAGE
As a Basic NBC-TV Station, you know o( course, that WBRE-TV carries
every NBC Network show to this big 17 County area comprised of office,
factory, mining, industrial and agricultural wage earners. But, look at this
list of eighteen consistent regional and national "show sponsors" during
the past 1 2-months and you'll get some idea why WBRE-TV is your best
buy in Northeastern Pennsylvania:
"Stage 7". . . Chef Boy ArDee; "Man Called X". . . Stegmaier Beer, "Golden Play-
house". . . Esso Standard Oil Co., "Guy Lombardo". . . Wise Potato Chips, "Badge
714". . . National Bohemian Beei and Top Value Trading Stamps; "Susie". . . Susque-
hanna Froien Foods and Savarin Coffee, "Science Fiction Theatre". . . LaRosa Spaghetti
and Gentleman Janitor, "Dr. Hudson's Secret Journal". . . Wilson Packing Co.; "Highway
Patrol". . . Ballantme Beer; "I Spy". . . Raker Paint Co., "Crunch and Des ". . . Utica
Club Beer; "Stars of Grand Ol Opry". . . Pillsbury Mills; "Heart of the City". . . Better-
house, Inc.; "Little Rascals". . . Bosco and Clark Bars.
AN |p" BASIC BUY : National Rtpn-itntat..* : The Hudley-Re.d Co.
Counllea Covered LU2CRNC LACKAWANNA LYCOMING COLUMBIA
SCHULYKILL NORTHUMBERLAND MONROE PIK£ WAYNL
WYOMING SULLIVAN SUSOUCHANNA BRADrOBO UNION
TV Channel 28
WILKES-BARRE, PA.
The Jack Babbit ot Anulope Hare is one of toe
worlds speediest mammals it can leap I? feef
M-nhout effort.
JUMBO fhe world » moat famous
elephant was o mate African Lorto-
-«' Ii»ino momma; Weloh
mo 7 f*n* he woe 14 reef long and
meoeured 17 feel around Ihe middle
JUMBO . wot fcla and powerful
• 1 to underetand humon
MM 7 Ooiniim consid-
er.* JUMBO ihe oeei ocfvesileino
otttorllen for The Create** Show
• n Earth.
.'amity ol 17. you might exclaim
1MPOSSIBLC But we ve checked
with oood authority and it ha*
happened
of the week
Dick Hehman: from art to marketing
Since he came to Pabst Brewing in L951, fast-talking, hard-driving
Richard Hehman has been rising toward the top .1- steadil) as the
foam in a glass ol Blue Ribbon. Last week, he moved up to a brand
new post — director of marketing. I lii- [Hits him in charge of adver-
tising, merchandising and brand management foi .ill Pabsl products.
Hehman's approach to the new assignment has ahead) been out
lined 1>\ Marshall Laehner. Pabst's mw president, to whom Hehman
will report directly. Lachner's concept: (1) Take the advertising
agency into complete confidence;
(2l Respect its creative functions.
"This will be m\ working pat-
tern," says Hehman. Pabst now
picks up half the tab on ABC TV
Wednesda\ night fights, hopes to
cut back to one-fourth sponsor-
ship in order to localize its adver-
tising (see 17 November sponsor,
page 12 of SPONSOR-SCOPE).
Hehman's first official act in his
new position took place Monday
of this week when he named four
new brand managers: Robert Rog-
ers for Pabst Blue Ribbon and Andeker Draught; Ed Schram foi
Eastside Old Tap Lager; Lawrence Moore for Hoffman Beverages
and Pabst Sparkling Beverages, and Arnold Winograd foi Old Tank-
ard Ale, Bio-Pabsl (biochemicals), and industrial products.
Hehman himself was Pabst's first brand manager, a post thai was
set up only six months ago. '"In the soap and appliance fields, the
brand manager has been around quite awhile." he says, "but in the
brewing business it is something new." In the new marketing set-up,
Barney Brienza will continue as advertising manage] and 0. Dean
Wittenberg as merchandising manager. The position of advertising
director, vacated by Nate Perlstein. will not be refilled.
Hehman's marketing division will work parallel with -ales and
production. How they will work together, he sums up in thi> philos-
ophy of functions: The sales manager says. "I don't (are what it
costs, I'll sell it." The production manager says, "1 don't care
whether you can sell it. I'll make it." The marketing director says,
"This is what we must make and sell to show a profit." Pabst seems
ready to put the burden of a profitable operation squarelv on it*
marketing department.
Born 43 years ago in Bellvue, Ivy., he studied art there, crossed
the river to Cincinnati where he studied more art and became a
commercial artist for the Kroger Co. He was art director when he
left in 1945 to join Campbell-Mithun in Chicago as an account exec.
Four years later be returned to Kroger, then in 1951 joined Pabst as
ad manager for Blue Ribbon. Why the switch from art to marketing?
"Well, at the drawing board," Hehman says, "I got to wondering
about the reasons behind what I was doing." ^
/'
/
I
I
Delivery
rate is
GREAT
\
\
\
\
\
in
\ Salt Lake! /
/
/
Babies are big business in
t he west w here I 'talms lead
the nation with the highest
birth rate (and lowest death
rate).
And KSL means big busi-
ness for ad\ erl isers w ho de-
pend on effective delivery of
their message to all the peo-
ple in t he mountain west .
1 1 's an area grow ing 1 1 .'■>'<
I aster t ban t he rest ol t he
counl ry — an area ol more
than 1 ' 2 million people uni-
fied and delivered bv
KSL
Radio
50 000 WATTS-CBS IN THE MOUNTAIN WIST
REPRESENTED BY CBS RAOIO SPOT SALES
Sourcei U S Ceniui. Sale* Management
SPONSOR
8 DECEMBER 1956
AI
■I
&/v
more and more
advertisers
are selling in
COLOR
every night
of the
week on
NBC
television
a service of
it
pays
to sell M
these
989,605
families
WGAL-TV
LANCASTER, PENNA.
NBC and CBS
The consistency with which Amer-
ica's leading brand names are ad-
vertised over WGAL-TV is effective
proof of this station's terrific selling
power. It pays you to sell in Amer-
ica's 10th TV market with 3V-2 mil-
lion people, 989,605 families, $5%
billion income, $3% billion retail
sales, 917,320 TV sets.
AMERICA'S 10th TV MARKET
CHANNEL 8
Multi-City Market
STEINMAN STATION
Clair McCollough, Pres.
resenfa/ive Th< MEEKER Company, Inc. • New York • Los Angeles • Chicago • San Francisco
SPONSOR • 8 DECEMBER 1956
J
Mosl ml it and radio
news "I the weeh with interpretation
in depth for busy readers
SPONSOR-SCOPE
8 DECEMBER
Copyright 1956
SPONSOR PUBLICATIONS INC.
What with so many films being revived on tv, it's becoming important to
know which originally were approved by the Legion of Decency and which were
frowned on. There's been no real trouble so far — the few slips that have occurred re-
sulted from ignorance. But note:
The Legion of Decency has an influence on the tv feature film market in two ways:
1. As an informational source: Broadcasters can inquire about the "ratings" of
films they've bought or are about to put under contract.
2. As an audience guide: Two Catholic weekly papers, each in a major market, note
in their tv film listings the "rating" each feature film not when first released. The papers
are The Advocate, Newark, N. J. (circulation. 100.000) and The New World. ( cir-
culation, about 100.000).
The Legion of Decency rates films AA (for the family) : A (for adults) ; B (objection-
able) ; and C (condemned).
Several "C" films actually are showing now on tv around the country, though the Legion
apparently hasn't considered the number sufficient to make an issue.
Legion "ratings" usually are obtainable at the nearest diocesan office.
Colgate's advertising director — Stewart Sherman — has assumed one of the top
policy positions: He now calls the decisions on the marketing plans for all brands.
It's an authority that used to be exercised by the sales department.
As policy maker for the various brands, Sherman now determines the scope of each one's
advertising — without first getting the approval of a brand manager (as is the case, for in-
stance, at Lever Bros.).
Tt's considered a major attempt at integration in a business usually as diffuse and fre-
netic as department stores.
Wall Street expects more mergers in the electric appliance field in early 19o7.
Reason: Manufacturers can't make a go of it unless the} have a full line.
Remarking on the shakedown period his industry has been experiencing'. Don G.
Mitchell. Svlvania chairman-president, said competition in appliances is "more intense, more
diversified, and a great deal more costlv." And remember, it's almost axiomatic that the
bigger they get. the more thev advertise.
Latest turn of the program wheel at NBC TV puts Manny Sacks, a former
spotter of recording talent and tunes, into the command post.
His new chief lieutenant. Bob Lewine. i» a Bob Kintner protege from \BC — als.>
to don v.p. stripes.
Prior to Sacks, the last three or four NBC program v.p.'s had at one time or another
worked in an ad agency.
Just as a statistical comparison: CBS hasn't had as many programing v.p.'s as
NBC. most likely because of William S..Paley's pronounced personal interest in that phase of
the operation through the vears. The first program v.p. named at CBS was William B. Lewis
in 1939. who now is president of Kenvon & Eckhardt.
(For more about Sacks, see Tv and radio newsmakers, pane 68).
Despite all the rucku^ over tv costs. Procter & Gamble appears to be getting the
best return ever on its network nighttime investment, even though a couple of its newer
shows are only moderately successful.
P&G's nine evening programs during the latter part of October averaged S2.60 per-
SPONSOR • 8 DECEMBER 1956
J
SPONSOR-SCOPE continued
thousand-homes per-commercial-minute.
The other ingredients of this equation were: total homes delivered, 98 million: total
show costs, $343,000; total time costs net, $36(1000 per week.
SPONSOR-SCOPE has made a check among major tv advertisers in various fields to
determine a "good" cost per-l.OOO-homes per-commercial-minute. It worked out this way:
• Soaps: between $2.75 and $3.00.
• Beauty aids: $2.50.
• Drugs: between $2.50 and $3.00.
• Foods: between $3.50 and $4.00.
• Cigarettes: between $3.00 and $3.50.
• Appliances and automotive: $5.00.
Footnote on foods: General Mills, which prefers low cost nighttime programing, has
set level of ^2.05 per commercial minute.
Local radio and tv this week seemed headed for a major readjustment in the
co-op advertising category.
For one thing. General Motors has killed its longtime co-op program, apparently
because it was a nuisance — legally and financially — to both parties.
For another, the Association of National Advertisers has set up a one-day work-
shot) (24 January) on eo-op advertising practices. Highlight of the discussion will
be an examination of the legal angles of such advertising — particularly in the light of the
Robinson-Patman Act (whose purpose is to prevent price discrimination in distribution).
Gilbert H. Weil. ANA general counsel, will tee off the discussion.
Cynics contend that GM's action merely formalizes the fact that the money in the co-op
fund was its own monev anyway (since it was calculated into the final price of a car). On
a more practical level, though. GM's move definitely mean* this: The voice that dealers
once had in the placement of eo-op advertising will he stilled. GM headquarters and
it- agencies now firmly have their hands on this type of expenditure.
Hence, local station sellers hereafter will have to work harder on dealers because
the latter will feel that advertising money really is coming out of their own pockets (The
co-op fund spent over $150-million a year, of which about $70-million was ponied up bv
Detroit).
As for Madison Ave.: The co-op fund expenditures, heretofore administered largely bv
local interests and sales managers, now could wind up — in part, at least — as national
billings.
Columbia Pictures is definitely looking for tv station buys.
As a preliminary step. Bob Salk is dropping his post as sales manager of subsidiary
Screen Gems and directing station operations.
The station-buying plan was approved at a Columbia stockholders meeting (see SPONSOR-
SCOPE 1 December 1956).
Meantime, another svndicator. Guild Films, is awaiting FCC approval to acquire
WMBV-TV, Marinette-Green Bay.
Getting through to the agency buyer these days is like getting into Fort Knox
from the rep's point of view. Take Young & Rubicam:
Not so many years ago a salesman had about 10 important people with whom he
needed a day-to-daj working relationship.
T'ld.n a salesman assigned to Y & R ha« almost 80 people to keep in mind. This
near-battalion consists of 27 time buyers. 30 assistant timebuyers, 12 estimators, 1 coordinator
of spot t\ -radio. 6 associate media directors, and 3 assistant media directors.
Contemplating this alignment, a veteran rep mused: "1 doubt whether that many people
were involved in time buying in the whole U.S. 15 years ago. \t that time my court of ap-
peals was the head timebuyer. Now the Supreme Court would be much simpler."1
10 SPONSOR • 8 DECEMBER 1956
SPONSOR-SCOPE continued . .
The network radio business has hit genuine pay dirt the past several weeks.
You can get a focus on what's been happening from this progress report to SI'ONSOR-
SCOPE by the individual networks:
• ABC: Has built its morning schedule into a high-grade lineup and is not far from
sold out. At the moment it rates second in the daytime picture, with this business amount-
ing to about $8-million a year. ABC is coming along rapidly on weekend sales, too (Dow
Chemical just bought a half-hour Red Foley show for Saturday matinees, time and talent
coming to $650,000).
• CBS: As of this week, its daytime availabilities are 85% sold, and it expects to be
cleaned out completely daytime-wise bj mid-January. Next objective will be two-pronged:
(1) getting more affiliates to make room for all the business on hand, and (2) revising the
night-time program structure to make it attracti\e to both advertisers and listeners. The
buys on CBS have been in the multi-million-dollar class, including such hefty names as Col-
gate, Lever, Standard Brands, General Foods, Scott Paper, Campagna, Slenderella, and
Lipton's. These alone account lor Sll-million gross a \ear.
• MBS: Recently signed around $3-million-worth of business on two fronts. One i- a
;'>-programs-per-week saturation-type deal with Miles Laboratories; the other is a Kraft Food
renewal for 30 newscasts per week.
• NBC: Its pioneering with the Monitor format weekends- now extended to include Fri-
days— has paid off exceptionally well. NBC has ju?t closed a $2.1-million deal with Bristol-
Myers (Y&R) for a year's sponsorship of 2,210 five-minute segments of the forthcoming
around-the-clock news schedule. The other half of this schedule very likely will be sold in a
lew days. Next move is to strengthen and sell the other programing up to 3 p.m.
Essential difference between the CBS and NBC radio networks as of now is
the latter's flexibility.
CBS' daytime schedule is pretty well sold out, hence its programing latitude is basicall)
limited.
NBC Radio, being "lean, mean, and hungr\" (as NBC Radio v. p. Joe Culligan puts
it), can move in any direction program-wise that it wants.
If anybody comes up, say, with another Monitor concept, there's nothing to prevent the
network from putting it on — for a test, at least.
Something of major import to radio may be coming soon as the result of :i
conference held earlier this week at General Mills' headquarter- in Minneapolis.
Cliff Samuelson, General Mills' director of grocery products advertising, got together
the top management of the miller's four agencies — BBDO, D-F-S, Tatham-Laird and km>\
Reeves. Spotted high on the agenda was a reappraisal of the radio picture.
Here's an opportunity for timebuyers to come to the aid of some perplexed
broadcasters.
What baffles the latter is this: How can I make my station stand out in the minds
of media buyers?
The odds against easy identity have more than tripled the past 10 \ears.
There are about 3,200 radio and tv call letters today, whereas in 1946 the total was
less than 1,000. (That 3,200 doesn't include 550 I M stations.)
Broadcasters have twice the problem of newspaper publishers: There are but 1,700 dailj
newspapers in the U.S.
The batting percentage for new half-hour Iv variety shows on the networks
this season is .333.
Of the three that debuted this fall, only one remains — the Krnie Ford Show (NBCL
The other two were the Walter Winchell and Herb Shriner slmu^.
Shriner's sponsor, Pharmaceuticals, Inc., sidetracked a plan to experiment with another
producer on the Shriner show and switched to a quizzer, Nothing But the Truth.
The quizzer can be produced for around $22,000 gross, whereas the shriner program
cost $40,000.
SPONSOR
8 DECEMBER 1956
11
SPONSOR-SCOPE continued .
Note the disconcerting effect the tight money market is having on the buying
policies of grocery and drug chains:
They're buying le-s but more often.
.Marketer- interpret the behavior thus: Purchasing agents believe that if the Federal
Reserve keeps the lid on long enough, prices will decline — and to a chain buyer there's no
worse purgatory than to be caught with a big inventory in a price downturn.
Mrs. Consumer is buying more than ever, but the chain economists counsel keeping
only a step or two ahead of her.
Liggett & Myers (Chesterfield) now has the inside track in sponsoring Frank
Sinatra next fall.
Option was placed with ABC TV by McCann-Erickson.
A number of legal formalities still have to be cleared away, by the network before it can
sil down with the agency and polish off a deal.
i lie package would include 44 filmed half-hours and two 60-minute "specials."
\\ hen an organization embarks on a multi-million-dollar tv campaign there's more than
;i money investment at stake. It's the good standing in the trade of the company's
chief executive officers (the personalities who "front" the business).
Before one agenc) got the go-ahead this week, the following steps were taken.
I he ad manager sold the campaign to the executive v. p.
I he executive \.\>. sold it to the president.
1 he president sold it to the chairman of the board.
I he chairman sold it to the board of directors.
I he president phoned a large percentage of his distributors because he wanted them to
like it.
• The sales manager phoned a cross-section of dealers to make sure there wasn't a strong
antagonism toward the show's top personality or the basic strategy of the campaign.
ABC TV is planning to road-test its afternoon live programing.
The concept will work like this:
A half-hour program will be put together in New York.
Performers, writers, director, and producer will move to an out-of-town station —
likely one of the ABC o&o's — where the show will be put through a polishing proc-
ess over the air five days a week.
\\ hen the program is deemed ready for network exposure, it will he moved back to
New "i ork and scheduled for a period prior to 4 p.m.
While going through the try-out stage the show can be sponsored without charge
for talent or production.
SSCB has joined the trend toward the integrated media buying department.
Iwi ili< firsl time at the agency the same executives will be supervising the buying of
all media.
Named as associate media directors, under Francis Minehan, v.p. and media director,
are Walter Bowe, John Kelleher and Bert Wagner.
Of the trio, Bowe is a timebuying specialist.
Practically all the major agencies are now operating under this system. FCB has also
jiisl put all-media buying system into effect.
For other news coverage in this issue, see Newsmaker of the Week, page 5; New
and Renew, page 18; Spot Buys, page 50; News and Idea Wrap-up, page 54; Washington
Week, page 61; SPONSOR Hears, page 64; and Tv and Radio Newsmakers, page 68.
12
SPONSOR • 8 DECEMBER 1956
Jncle Bert Racks Up Ratings on KPRC-TVs uLooney Town''
If IT takes kiddies and their mommas to
ring your client's cash registers, you'll find
Houston's biggest audience on KPRC-TV's
"Looney Town." Emcee, "Uncle Bert" Lynn
supplements his antics with cartoons and audi-
ence participation stunts. Live daily audience
of 90 to 100 . . . available for sampling. Per-
sonalized commercials harmonize smoothly with
format, add selling emphasis. "Looney Town"
earns a higher rating than other two competing
shows combined. (ARB October '56.)
KPRC-TV
HOUSTON
CHANNEL 2
JACK HARRIS
I u e President and General Manager
JACK MCGREW
National Sales Manager
\ationally Represented lit
EDWARD PETRY & CO.
KPRC-TV. .. MOST POTENT ADVERTISING FORCE IN THE HOUSTON MARKET
CASE HISTORY-FURNITURE
I In- world's largest home furnish-
ing store, Barker Bins., ends a two-
year tc-i of Southern California
radio and finds it good.
A pioneer in the medium, Barker's
had used it effectively, but neve]
as substantially as when Presidenl
\i il Petree and Advertising Direc-
toi Kenneth Pelton called <>n Mays
& Co.. their agency, for radio pro-
motion of the firm's Diamond Jubi-
lee i ear.
I sing the new radio, the) pul
iingle spots on eight majoi sta
tions.
(Largely responsible for the move was
a survey of new suburban areas, proving
nearly half llir residents were not reach
on
Results: "Radio has proved it- use-
fulness to us," says Mr. Petree.
"Besl confirmation of that is our
continued use " \\ ith a L956 in-
crease of 18% , and volume in its
18 stores -till climbing, Barker's
is now refining its radio techniques
with tests ot items, days and times.
KBIG is happy at Mr. Mays' re
port thai "the merchandise items
on your station had fine response
. . . thank- to the boys al KBIG
who have been giving the cop) their
own slant and adding to its 'sell'."
Huge, sprawling Southern Califor-
nia i- reached besl b) radio: KBIG
plus other fine stations for com-
plete saturation KBIG alone foi
greatest coverage at lowesl cosl
pei thousand.
KBIG
Jhe Calalina Station
0,000 Watts
7a o rsr
JOHN POOLE BROADCASTING CO.
6540 lumtl Blvd.. Los Any. I.. 28, California
T»l»phont HOIIywood 3-3305
Nat. Rep. WEED and Company
I I
ii
Timebuye
at work
Harold Fair, v.p. in charge "I l\ and radio. Bozell & Jacobs, New
York says that he isn'l the fust to suggest that figures do lie, hut that
the increasing complexities of markets, media and other factors
make it more and more essential to go beyond ruling- wherever pos-
sible For market and station data. "Figures do lie." Fair explain-.
"when the\ lail to reveal a pro-
gram with a comparative!) low rat-
ing but with a loval. highlv selec-
tive audience which is the kind
\ 011 want to reach: when they fail
to indicate a forceful selling per-
sonality who speaks the 'language'
\ou require: when they don't re-
llfit local bin ing habits or inleie-l-
in sports, politics, recreation, reli-
gion and other things thai deter-
mine the pattern of a market." He
admit- that this data i- often diffi-
cult lo get. "But it's so vital to intelligent Inning that it is worth
the effort and price." Fair explains. "Its al this point that \ ou realize
the rep is your best friend." He feels that his firm is particular!)
sensitive to the value of such information because ot its 12 offices
which have often contributed on-the-spot knowledge, leading to better
bins than ratings alone mav have dictated to the timebiner.
Betty Powell, Geyer Advertising, Inc., New York, feels that nol
enough is heard about the satisfactions in timebuying. One of her
most gratifying experiences has been with Cc\crs "Old Fhilosophei
commercials for American Motor- Corp. The theme is for the cur-
rent 1957 Rambler campaign. "Eddie Lawrence and his musical
ensemble were contracted to do
the commercial-." Bett) recall-.
""'I he) re a take-off on Eddie s com
merciall) -distributed record ol the
same title, in which he poses \ ari-
ous extraordinar) problems fol-
low- with a chorus on how the)
can be philosophized away. Foi
the Rambler commercial. Eddie
turn- to motoring problems in a
hum n- vein; then, how thev
can be soh v<\ w ith the Rambler.
I>elt\ explain- that line teamwork
between creative people and the timebiner have given this job both
satisfaction and fun. "We make full use of radio- flexibility,' she
explain-, "and il- adaplabilitv to reach selected markets with these
announcements. Most important, thev give dealers the local support
needed. Even now. plans are under wav to broaden the philosopher
theme foi n next year, since sales have increased tremendously.'
SI'ONSOIf
<'! DECEMBER 1956
il«d by KATZ AGENCY INC
JOHN BIAIR 1 CO BIAII TV. INC.
MEREDITH "Radio. <uut lde«i4i«« STATIONS
affiliated with Better Homes and Gardens and Successful Farming magazines
SPONSOR • 8 DECEMBER 1956
15
by Bob Foreman
first
ON WASHINGTON'S DIAL
WENATCHEE,WASH.
$$$$$$$$
It's the Season for the
PAY-OFF
in the Agricultural Heart of
WASHINGTON STATE
By the train loads, high income crops
are going to the national market from
Wenatchee, the Apple Capital of the
World. We have a year 'round pur-
chasing power way above the national
average, but right now we're enjoying
the additional impact of HARVEST
CASH IN HAND, plus the rush, rush
of heavy Christmas BUYING.
Farm prices? E-X-T-R-E-M-E-L-Y
GOOD, thank you. And that reflects
the buying mood of everyone in the
area. Whatever your product or serv-
ice, better include KPO Wenatchee for
that BIG, BIG fall and winter harvest
season market in the BIG, BIG middle
of Washington State.
560 KC
5000 W
^Lowest frequency, best coverage in Wash-
ington State. Outstanding availabilities,
with music, sports, news, farm shows,
selected network programs
A Guarantee !
2 to 1 Results
over all other North Central
Washington media
SEATTLE and PORTLAND REPS
Art Moore & Associates
NATIONAL REPRESENTATIVES
Forjoe and Co., Incorporated
One of the Big 6 Forjoe Represented
Stations of Washington State
KPO WENATCHEE, WASH.
An ABC-NBC Affiliate
Id
Agency ad libs
Jingles today aren't clear or catchy
As one of the industry's most battered practi-
tioners of the warbled commercial with approxi-
mate!) 2(1 years of trying to prevent piano-bass-
guitar combinations from drowning out the pure
poetry of ni\ nun drygoods lyrics, let me state
here and now that 1 am constantly appalled at
some of the things heini: done via jingles these
days.
I used to spend the better pari ol each week in a recording studio,
pushing the talk-back in an effort to uet commercial iambics I had
w ritten to the foi e.
"I cant understand the words," I would protest.
\n\ ditt\ produced in such a wav that a single verb \\a> not
crystal clear was just another '"take and had to be re-cut. How
different things sound today.
The Avoids of mam commercial tunc-, despite the fact that the)
have the benefit of video i such as lip sv ue i are often difficult to
follow if not impossible. Maybe this is caused l>v the fact that few
of the present crop ol lv commercial producers came out of radio
where all we had to work with was audio and where therefore, we
never were satisfied unless audio-claritv wa> 100%.
Certainlv the purpose of an advertising jingle has not changed.
To get the basic sales arguments aero-- and to have them remem-
bered, we emplov the insistence "I music. To achieve this the sales
message must be comprehensible!
I till, tricks insured jingle clarit) on radio
In an attempt i<> assure complete audibility of everj syllable, we
discovered man) tricks. For example, since it i- very difficult to
I'd a group to sing clearly, we balanced the group so that a lead
voice stood out.
Now thai the ditties arc being prepared for a vi-ual medium
there are man) other ways of making certain that the word- are
clear. The simplest i- to superimpose Ao words. Far too mam
producers (from agenc) utside sources) seem to resisl the use
of supers. Aesthetically, I suppose, the) ma) clutter up a picture.
Hut from an advertising standpoint (which I presume is the most
important one), the) an- great pluses. Kev word- or a theme line
it-elf i- all that need he visualized on screen. The eve catches the
word- and lit- them In the tunc a- the) appear, in -v uc. with the
lv ric.
Television call- lor a liberal use of supers in m) opinion. What
happens when voii see a vocal group performing some commercial
tune? Simpl) tin- the advertisement utilizes the most potent pari
of the television medium i it- video) to present an irrelevanc)
namely, pictures of the singers. In radio the entire concentration is
sponsor
8 DE< EMBER 1956
EXPERIENCE
Behind the brow of the pilot, knowledge
won through years of experience ... skill
born of doing.
In our business, too, 11 years experience
have given us a background that makes
the time buyer's job easier. .. lessens the
chance of costly errors.
Such experience must be earned. And
there's no substitute for it.
AVERY-KNODEL
INCORPORATED
NEWYORK ATLANTA DALLAS DETROIT SAN FRANCISCO LOS ANGELES CHICAGO
Agency ad libs continued...
HEY, TONI . . .
JOE'S GOT A
FULL WAVE!
SLICK, SENSATIONAL
KELO RADIO'S
NEW MIRACL
mi the sound which mean- the words — which means the advertising
me—age. \\ h\ <li--i|>ate this advertising message?
Another problem I find that we have created in television is the
use ol commercial jingles that are unattractive. By unattractive 1
mean un-tuneful, un-catchy, un-melodic. There are. of course, ex-
ceptions a-plent) thai are realK cute and appealing.
\\ hen we had nothing hut sound to work with this seldom was tin-
case. It can"t he that there aren't folks available to write melodies
who have all the musical abilit) that seemed l<> he at our command
before telex ision.
Animation may subvert salt's message
We should also he careful of how we use animation. CertainK
animation is an attention-getting and attention-focusing technique.
However, il the hulk ol a commercial's time is devoted to cute draw-
ings las von see so often in television), the advertising idea itself
may be subordinated and even eliminated.
Frankly, I'd like to see a surve) made on a number of jingles
appearing daily to find out what people remember. I'm afraid thai
in many instances it would he the animation and not the adver-
tising ideas. ^
i>ii!i:iiiiii;i;iiiiiuiiiiii!ii!i!ii!:!;i!::""
DO KEY WORDS
ON SCREEN AID RECALL?
FT. TOWER
is anything higher?
Midwest's biggest radio tower,
equivalent to 13,600 watts, makes
KELO RADIO a new regional
station. Our rates, plus NEW
TREMENDOUS POWER, make this
your best regional buy! Let Joe
Floyd's miraculous, far-reaching
KELO be
YOUR ONE CREAT RADIO
DOORWAY TO A VAST NEW
REGIONAL MARKET!
SIOUX FALLS, S. D.
One of the Midwest's Leading Radio
Stations Affiliated with NBC
JOE FLOYD, President
Evans Nord. Gen M«r. Larry Bcntson. V P
Represented by H-R
Schwerin Research has just tabulated results for 527
recentlv tested commercials that throw interesting lighl
on Boh Foreman's comments about superimposition of
words on the tv screen. Schwerin noted how man) "video
words" (supers, words on posters, etc.) were used, then
checked up to see how well the commercials did in
getting eopv points remembered. These were the roults:
Number of
"video words"
% of commercials
in group
Copy points
remembered per
1 00 viewers
None
28%
87
One to l.">
48
88
Over 15
24
95
I he stud) showed thai commercials emplo) ing a l"t ol
"video words" gained mote cop) point remembrance
than those using few "i none. Schwerin adds that this
finding applies onl) to remembrance, does not necessaril)
mean the commercials an- more effective in selling goods.
Illlllllllllllllllll
L8
sm.NMIl!
f! DECEMBER 1956
i
Look at
these results:
WBZ-TV TRIPLES
RATINGS OVER PREVIOUS MONTH
WITH WARNER FEATURES & POPEYES!
In 1 market
or 200, on a spot
or program basis these
high rated hits can
sell your
product!
THE STORY OF LOUIS PASTEUR"
Call or wire today
345 Madison Ave
New York City i
MUrray Hill 6-2323 I
Productions, /nciPRHkj
van *#■ "ii t k\j\
I u
Associated Artists I
CHICAGO • 75 E. Wacker Drive • DEarborn 2-4040
DALLAS • 1511 Bryan Street • Riverside 7 8553
LOS ANOELES-9110 Sunset Boulevard • CRestview 6-5886
•CONFIDENTIAL AGENT
i Excellente!
i Maravilloso!
i Estupendo!
Excellent !
Marvelous !
Stupendous !
in either language
the above describes
KWKW
— the Spanish language
station in Los Angeles
The Latin population of
Greater Los Angeles is
comparable to the com-
bined total population
of Wyoming and Nevada
— more than 550,000
people!
ONE STATION
DELIVERS
THIS MARKET
Madison
L.A.— RYan 1-6744
S.F. — Broadcast Time Sales
20
10-second spots
I would he verv remiss not to con-
gratulate you on the tremendous in-
terest and diversit) <>f your 24 No-
vember issue. I was especially pleased
l>\ vour interesting approach to the
TvB RAM AC contract. The short
News and Idea Wrap-Ups are just
great: and of course, your humorous
little touch of 10-second Spots is the
foam on the beer. I think you're do-
ing a great job.
Lawrence H. Rogers II. president.
WSAZ and WSAZ-Tl .
Huntington, il . I a.
Over the years si 'on sou has de-
veloped stature with a highl\ factual
approach to the business of advertis-
ing. Lately I detect a new facet of
your personality, one which I hope
will be permanent. SPONSOR is inter-
spersing the hard-hitting campaign
stories and the case histories and the
facts and figures with, of all things, a
little hit of fun.
This is long overdue and as far as
this reader is concerned is appreciated.
After all. this can be a verj funny
business. I in referring specifically to
that column of tidbits called 10-Second
Spots which has appeared lately on
your editorial page. I'\e also noticed
an occasional article which had some
real relaxing leading. Now how about
a SPONSOR contest for the best con-
tribution to 10-Second Spots/
Howard Wechsler, secretary-treasurer
It exton Co.. \ I'M) ) ork
New tv Comparagraph
I want to congratulate you on you]
new Comparagraph. It is useful and
contains excellent information.
The onl\ improvement that could
possibly be is if you could list an ac-
counting of the number ol stations in
the lineup ol network show-. This I
know is almosl impossible. If there is
a way, I know v ou w ill do it.
Roy W. Smith, Wagner-Smith
Issociates, \ eu I ork
I have Keen informed that one nia\
obtain a list <d sponsors thai have
programs on TV at the present time.
If this is true would you please send
me such a listing.
Robert E. Colby, /'resident
Robert E. Colby Productions, Inc.
• Such information is printed in SPONSOR--
Comparagraph each month, along with average
I of network programs, CO8t-pcr-lv000 for top
lo nighttime ami daytime network shows and
spot television basics.
Three vital words
I w ish it were possible to read more
of the excellent tele\ ision trade press
-your own magazine and others —
more quickly.
If that were the case then it would
not have required a letter to the editor,
from \\\nn Bussman of the Nielsen
Company, to point out an error in
your 3 November article on davtime
t\. The article states, "And, more
families view daytime television in one
week than listen to all radio, daj and
night."
This is a very attractive statement.
but it is not what we said in our
Philadelphia Cellomatic presentation
of 11 September, and detailed in our
subsequent release. Our actual quota-
tion from the presentation and the re-
lease stated :
Today, according to Nielsen, in
television homes, more families
view davtime tv in one week
than listen to all of radio. da\ and
night.
I hat is exactlj what we said and ex-
actly what we meant. I think it un-
fortunate that in editing, space re-
quirements were paramount to accurate
reporting ami that the elimination of
three words, namely, "in television
home-"", caused Mr. Bussman to write
so strongl) and max. conceivably,
have caused some confusion among
\oui reader- or possiblv e\ en diluted
their faith in TvB as a source of ac-
curate information.
As a matter of fact, not onl) are
there more families viewing daytime
television today than listen to all radio
again with the important qualifica-
tion, in television homes hut in these
-line homes the average familv view-
ing over the course of the week spends
M'oNsoi;
8 DKCKMItKK I ')">(>
Studio City Television Productions, Ino
(Xfrauiicu ^nmied ymo tv joist
i£d rapiaiij ^xpa^ndina araup
of teZ&vtdion jilnb oomAnerotaS dienfj
anwna wmmv are . . .
AMERICAN HOME PRODUCTS
CORP.- DENNISONS FOODS
BOB HOPE ENTERPRISES
COLGATE-PALMOLIVE CO.
ELGIN NATIONAL WATCH CO.
FULLER PAINT CO.
FALSTAFF BREWING CORP.
GENERAL CIGAR CO. INC.
GENERAL ELECTRIC CO.
GENERAL FOODS CORP.
GENERAL MOTORS CORP.
THE GOODYEAR TIRE &
RUBBER CO.. INC.
GULF OIL CORP.
HUNT FOODS. INC.
INTERNATIONAL HARVESTER CO.
INTERNATIONAL SILVER CO.
KAISER ALUMINUM &
CHEMICAL CORP.
KELLOGG CO.
MAX FACTOR a CO.
THE NESTLE COMPANY
THE PROCTOR & GAMBLE CO.
THE QUAKER OATS CO.
REMINGTON-RAND. INC.
R. J. REYNOLDS TOBACCO CO.
REVLON PRODUCTS CORP.
SICKS SEATTLE BREWING
a MALT CO.
UNION OIL CO. OF CALIFORNIA
UNITED VINTNERS. INC.
WHITE KING SOAP CO.
All Production Filmed at
World Famous
REPUBLIC STUDIOS
No. Hollywood, California
All Film Processed by
CONSOLIDATED
FILM INDUSTRIM
America's Largest and Finest
Laboratories, Located in
Hollywood, New YorH
and Fort Lee, N. i.
WjveetFaUij younf.
Studio City Television Productions, Inc.
JUerhm- )fC Scott
PRESIDENT
4020 CARPENTER STREET
NORTH HOLLYWOOD. CALIFORNIA
POPLAR 3-8607
]
- r
V
^3K!a
■
3TV
> M
more time viewing daytime television
than is spent listening to all of radio
over 24 hours. Note, then, that in
television homes more homes spend
more time viewing daytime television
than listen to radio around the clock.
I sincerely hope this note will clarify
our statement should there be any
lingering confusion.
Gene Accas, vice president,
Television Bureau of Advertising,
New York
Readers' Service Department
I wish to thank you very much for
your prompt response to my request
for reprints of the articles you sent me
on tv and radio rating services. They
were exactly what I was looking for
and proved very popular.
After exposing them to several of
our clients, they too requested that we
procure reprints for their use, and so
if it isn't too much trouble, I would
appreciate your forwarding two addi-
tional copies to me for that use. The
articles I refer to are:
1. "The Ratings Muddle'"
November 29, 1954
2. "How the Different Rating Serv-
ices Vary in the Same Market"
January 25, 1954
3. "There's More to Radio and Tv
Research Than Ratings"
February 6, 1956
A. D. Watson, timebuyer,
Cunningham & Walsh. Chicago
Dix Harper of National Association
of Television and Radio Farm Direc-
tors has referred us to you for infor-
mation on advertising farm buildings
by radio.
We understand that you have some
farm market information which might
be helpful to us in planning a promo-
tion and advertising program. If so,
we would certainly appreciate receiv-
ing any such information.
D. W. Richter, marketing service
department, Armco Steel Corp.
• SPONSOR'S most recent rep*rt on the Farm
Market appeared in the 15 October issue. This
issue is available in limited quantities at ■"• per
copy. SPONSOR welcomes queries from readerl
who need background data or who wish to obtain
back issues of the magazine. Address requests to
Readers' Service, SPONSOR magazine. IO E. »«>th
street, New York 17, N. Y.
First Christmas gift
This year there is no question that
my first Christmas gift, a subscription
to sponsor, will be one of the best.
That new sponsor is fantastic.
Jay Beneman. Feigenbaum
& Werman, Philadelphia
confidentially
WE SPEND A LOT OF TIME
WITH MILWAUKEE HOUSEWIVES
(AND THEY LOVE IT!)
\l. -11I-" ..I Milwaukee ' > <>ting ones, and
not so young) have the happy habit of
inviting us into theii homes 'round the
clock, day aftei day.
That'- whs more and mor< national
aiKirii-'i- air making themselves heard on
\\<>ki, Milwaukee. \ii<l \"ii know how
it is . . . om ■ % ■ ■ it tell a woman, the -• i
out. They talk it up all over the
neighborh I. bless 'em, so youi selling job
mi \\ ( >k i does double 'hits \n you
-pleading the good word to this prime
audience?
AND HERE'S WHY THE SPONSORS
LOVE US.
SPONSOR
8 DECEMBER 1 956
Fu-t in li-tener-, da\ ami night.
Lowest cost-per-thousand in the market.
Coverage of 54$ of the population in
wealthy Wisconsin.
1000 watts at 920 K.C
24 hours of music, news
and sports
A BAHTELL GROUP STATION
National Representatives
The Kat; Agency. Inc
Other Bartcll Group Stations
KCBQ San Diego • KRUX Phoeni«
WAKE Atlanta • WMTV Madison
WAPL Appleton
Represented by: Adam Young, Inc
21
In Miami — a runaway — without a give -away I
WQAM leaps to 1st place in audience after
less than 3 months of Storz programming
That's li"\\ Easl listening habits have changed La
Miami as a resull of less than 3 months of "Storz
St;it ion" programming. And it's a decisive first place
with a pacc-scttiii"' 24.3% in the morning and a con-
\ incing ;.'!1 .8' < in the afternoon. Already a fine buy to
begin with- WQAM is now the buy in Miami. Talk
to the BLAIE man or WQAM CM, Jack Sandler.
WQAM
MIAMI
Covering all of Southern Florida
with 5,000 trails on 560 Tecs.
The Storz Stations
WDGY
Minneapolis-St. Paul
WHB
Kansas City
WQAM
Miami
Represented by John Blair & Co.
HOOPER SAYS:
A DECISIVE FIRST, ALL DAY:
WQAM .28.4%
Station "A" 18.3%
Station "B" .. 16.2%
Station "C" .. ._.11.1%
Station "D" 6.0%
Station «E" 5.2%
Station "F" .. _. 5.0%
Station "6" .. 3.4%
Station "II" L'.C',
Station "I" . _ 1.6%
Others '-'.4%
•Hooper, Oct. -Nov ., 1956, 7 a.m. -6 p.m., Mon.-Sat.
TODD STORZ,
President
KOWH
Omaha
WTIX
New Orleans
Represented by Adam Young Inc.
22
SPONSOR
8 DECEMBER 1056
^ SPONSOR
8 DECEMBER 1958
Number one is Y&R with S82 million in air. Above (1. to r.) are Y&R's radio-n supervisors K. Hum. Y Glenn,
W. F. Benoit; 11. Ranch. v.p. in charge of lv publicity and promotion; and v. p. and director of radio-tv. R. Mountain
TOP
50
AIR AGENCIES
SPONSOR survey shows
Y&R, BBDO, McCann still head list with each gaining over $10 million
by Evelyn
I he continuing growth of air advertising
throughout 1956 is reflected in the vastly in-
creased air billings among top agencies. In its
annual survey of the top radi<>-t\ agencies,
sponsor found that the 20 largest air agencies in
1956 account for $790 million in air hillings.
This Si 1 7 million increase over the 1955 total
of $673 stems predominant!) from the constant
growth of tv.
Because of the growing importance of tele-
vision among all agencies with national accounts,
sponsor has expanded its 1956 survej of air
billings (the fourth annual air agencj analysis
made by sponsor) to include the top 50 agen-
cies in order 1>\ total lv and radio billings.
Konrad
In interviews with top executives From over
50 agencies around the country, SPONSOR found
that tv accounts for an ever-increasing percent-
age of each agency's total billings. \nd. while
the five largest air media agencies have shown
the most si/able dollar gains in t\ billings, it's
also true that tin-re are toda) man) more agen-
cies with $5 million or more in air media 1 • i 1 1 -
ings than there were a year or two ago. Ih>«-
ever, the growth in t\ billings (both in dollar
volume and in percentages) is greatest among
the top five ageni ies.
Briefly, these are the highlights of L956:
This \eai -aw the demise of one of the top i2o
radio-t\ agencies, the Biow Co. fhe agenc) went
SPONSOR
8 DECEMBER 1956
23
TOP AGENCIES continued . . .
out df business in June 1956, though
announcement of its end was made in
the beginning of the year. However,
during the last >i\ months of its exist-
ence, the Biow Co. continued to service
it- remaining clients, and sponsor's
figure in the accompanying chart in-
cludes the P>i"w hillings for that six-
month period.
A major event of L956 has been the
continued growth of McCann-Krickson,
which began its spectacular acquisition
of clients in 1954 and continued
through the year past at a similar pace.
Not all the gains of this agency are
represented in the chart below since
Coca-Cola didn't join the agency until
March and Chesterfield until fall of
the year. By October 1956, McCann
was billing at the rate of $90 million
a year and over in the air media.
Here's a breakdown of top agency
billing in 1950 with highlights of each
,cjcim\ - iadio-t\ activity :
I. ) &R: this was a year of enor-
mous tv acti\it\ for Y&R. Amona the
major radio-tv accounts new to the
agency in 1956 were Kaiser Aluminum,
General Electrics tv receiver business,
several new General Foods products.
National Shawmut Bank of Boston and
Norcross Greeting cards. The agency
lost the Elgin account, but more than
made up for it with expanded t\ ac-
tivity from existing clients plus the
new additions.
Among the new Y&R shows this
year were The kaiser Aluminum Hour.
The so 1.1)00 Challenge. Broken Arrow,
Hiram Holiday and Bengal Lancers.
Some of the established shows the
agency continued through the \ear
were / Love Lucy, Robin Hood. Life
of Riley, What's My Line and Person
to Person.
2. BBDO clients sponsor wholly
or partly over 2d network tv shows.
Among the agency's large air media
advertisers (over 100 are active in
radio-tv) are American Tobacco, U.S.
Steel, Revlon. Campbell Soup, Lever
Bros.. General Electric Co.. Yick
Chemical to mention just a few.
3. MeCann-Erickson: this was a
full year for the agency that's shown
unprecedented growth in a short span
of two years. In its upward climb, Mc
Cann-Erickson picked up the Coca
Cola account and Chesterfield cigar-
ettes during the course of 1956. as well
as half a dozen smaller new accounts
r
1956: TOP 50 AIR AGENCIES AS COMPILED BY SPONSOR
Numb1
i. lieade
Polk, in
Rank Rank
1956 1955
Agency
% air is Tot. ag'cy
Tv '56 Radio '56 Tv radio of total billings '56 Rank Rank
(millions) total '56 '56 (millions) 1956 1955 Agency
°o air is Tot. ag
Tv 56 Radio '56 Tv radio of total billings
(millions) total '56 '56 (million
1 l Y&R
2 2 BBDO
3 2 McCann-E.
4 5 JWT
5 7 Ted Bates
6 4 B&B
7 6 Eeo Burnett
8 10 Win. Esty
9 9 0-F-S
io 8 K&EJ
11 13 Ayer
12 it FC&B
13 12 Compton
14 18 SSCB
15 15 Eennen & Newell
16 Campbell-Ewald
16 17 C&W
18 11 Biow
is R&R
20 19 Maxon
21 L6 D'Arc)
22 Tatham-Laird
23 Grant
24 Campbell-Mil hun
25 Kudner
soli, T.1, ninagetnenl «i above nwneitm
troncy'i flscal your dallnn from Beptembn
$74
$70
$66.4
$60
$49
$5]
$39.
$34
$27
$31.
$25
$25.
$29.
$20.
$18.
$13
$13.
$14.5
$11
S.\>).<1
$34
$27
s',1.1
$25
$25.5
$29.3
$20.1
$18.5
$13
$13.5
$10
$ 6
$ 2
$ 3.1
$ 4
$ 9
$ 4.5
$ 8
$ 7
$ 2.3
$ 4.4
$ 2.6
$ 3
$ 2.5
- 5
$ 4
$82
$80
$76.4
$70
$55
$53
$43
$38
$36
$35.6
$33
$32.5
$31.6
$24.5
$21
$16
$16
$15
$15
42
42
39
28
66
66
57
65
62
52
31
35
55
61
57
29
10
75
33
$13.4
$ 1
$14.4
18
$10.5
- 1 i
$14
28
f] 1.6
$ .2
$13.8
58
$11
$ 2.5
$13.5
36
-I '
f 1
$13
10
Mil
.« 2
$12
20
$195*
$190*
$198
$250 •
$ 83
$ 80
$ 75
$ 55
$ 58
$ 68
$105
$ 92
$ 58
$ 40
$ 37
$ 55
$ 40
$ 20
$ 45
$ 30
$ 51
$ 24
$ 38t
$ 31
$ 60
25 Needham, L&B
27 Grey
28 Houston
29 North
29 Wade
31 Kletter
32 NC&K
33 1). P. Brother
34 Wasey
35 Gardner
35 Mogul
37 Guild, Bascom &
Bonfigli
37 Ludgin
39 Geyer
39 McM-J& \
39 Russel Seeds
42 DCSS
43 Legler
44 F&S&R
45 Weiss & Geller
46 Spector
47 Cohen
48 D&C
48 LaRoche
48 Milliards
-
9.5
8.8
9.5
9.5
8.5
9.5
7
8
6
6.2
5
s (,.}!
$ 6.7
" '
$ 5.5
s 5.5
$ 4.3
$ 5.0
$ 5.0
$ 4.6
$ 4,3
- I
$ 2.5
$ 2.2
$ 1.3
$ 1
$ 2*
$ .5
$ 2.6
$ 1.5
$ 2
$ 1.3
$ 2.5
$ .4
$ .5
$ 2*
$ 1.5
$ 1.5
$ 2.4
$ 1.4
$ 1
$ 1.2
$ 1.3
S 1
$ .7
$12
$11
$10.8
$10.5
$10.5
$10
$ 9.6
$ 9.5
$ 8
$ 7.5
$ 7.5
$ 7.2
$ 7.2
$ 7*
$ 7
$ 7
$ 6.7
$ 6.4
$ 6
$ 5.7
$ 5.6
$ 5.5
$ 5
$ 5
$ 5
38
30
60
84
80
77
35
30
21
36
45
80
55
32
20
40
50
11
1 1
54
95
61
20
33
23
$ 32
$ 37
$ 18
$ 12.
$ 14'
$ 13
$ 27..
$ 30
$ 39'
$ 21
$ 17
$ 8
$ 13
$ 22'
$ 35
$ 18
$ 13!
$ 14!
$ 42
$ 10!
$ 59
$ 9
$ 25
$ 15
$ 22
! ' i ■! ftguroa with
•Estimated bj BP0N80B fTbta] bllllnga Include! international. IK&Ks figures ar<
24
M'ONsnll
8 DECEMBER L956
Number two, with $80 million, is BBDO, whose raili<>-iv ctt-part iiu-nt
is headed by Bob Foreman (at client meeting when picture was taken),
Discussing tv shows are (1. to r.) A. Bellaire, v. p. of tv-radio copy, G
Polk, in charge of broadcast planning, J. Hoagland, head of programing
Number three >- MeCann-Erickson, with $76.4 million in tit
billings. Above are Terry Clyne (1.) chairman of plans board,
management officer for radio-tv services, and George Haight, v. p.
throughout the countn .
The breakdown of its air billings,
which hit a projected "rate of" over
$85 million early this fall, indicates
the way McCann clients spend their
money in air advertising: $5 million in
network radio, $10 million in spot ra-
dio; $45 million in network tv, $10
million in spot tv programing and $15
million in spot tv announcements.
"McCann-Erickson's new tv shows
include Jackie Gleason, Conflict, Eddie
Fisher Time, Noah's Ark, Jim Boivie,
Oh Susannah, High Finance, Chey-
enne. Among its major spot tv clients
are Coca Cola, Nabisco, Bulova, Esso,
Pacific Coast Borax, Nestle, Standard
Oil of Ohio. Lucky Lager, Chesterfield,
Humble Oil.
4. /. Walter Thompson has a stake
on a wholly sponsored or co-sponsored
basis in a dozen or more network tv
shows. Among its major tv clients are
Kraft, Ford, Eastman-Kodak, Sylvania,
Ponds, Scott, Lever Bros.
5. Ted Bates: radio-tv hillings. $55
million; tv, $49 million; radio, $6 mil-
lion; radio-tv share of hillings. 66%.
The news made by this agency and
which is most significant to the entire
advertising industry was the KTTV,
Los Angeles spot programing buy for
Colgate which may have initiated an
entire new concept of tv sponsorship.
Colgate bought weekly sponsorship of
entire MGM features, newly released
for television. These features had an
immediate impact upon the Los An-
geles market, topping network pro-
{Please turn to page 66)
1953-55: TOP 20 AIR AGENCIES
Rank
1955
Rank
1954
Rank
1953
Agency
Tv-
radio
total
1955
°o air
is of
total
1955
Tv-
radio
total
1954
°o air
is of
total
1954
Tv-
radio
total
1953
°o air
is of
total
1953
1
]
2
Y&R
$72
40
$64
40
$48
34
2
2
1
BBDO
$60
40
$59
in
$19.5
36
2
1
10
McCann
$60
38
$46
35
$22.5
22
4
5
4
B&B
$49.5
55
1 17 5
55
$36
60
5
3
3
JWT
$47
27
$50
27
$39
24
6
6
9
Burnett
$42.1
60
$33.8
64
-
56
7
10
8
Bates
$42
70
$28
62
$25
61
8
12
13
K&E
$34
57
$20.5
11
|1G
40
9
8
5
D-F-S
$32
60
$30
59
$28
55
10
9
7
Esty
$31
60
$29
65
$27
60
11
7
5
Biow
$30
68
$33.4
70
$28
55
12
11
15
Compton
$24.3
53
$22.3
54
$15
43
13
15
Aver
$23
25
$18
21
14
13
11
FCB
$21.5
27
$20
24
$19.2
25
15
13
12
L&N
$20
50
$20
57
$18
16
19
D'Arcy
$19.5
36
$14
28
17
17
17
aw
$19
46
$16
42
$13
37
18
18
17
SSCB
$17.8
54
$15
50
$13
50
19
20
16
Maxon
$14.5
48
$13
37
$11
40
20
16
13
Kudner
$14
23
$17.5
39
$16
36
10TE: This figure Is blMd iM">" three previous annuil BPONSOB surTryj. Because ot the
it billings among major agencies throughout Ihe country. BPONBOB Increased lu surrey
50 air media agencies.
Increased Importance of radio
this year to Include the top
SPONSOR • 8 DECEMBER 1956
25
Blair research chief urges:
LET'S MODERNIZE RADIO RATINGS
He contends measurement of listening over longer span of time
(say, three hours) will meet needs of today's radio buying,
provide stable ratings, bigger samples, quicker reporting
The author of this article, W. Ward
DorreU, was once an executive for C.
I.. Hooper, and now heads research at
John Blair and Blair Tv. He explains
why he feels current radio rating
methods are inadequate and outlines the
complex background of the problem.
\Jur of the grave problems in spot
radio selling over the years has been
certain deficiencies of radio audience
measurement. The problem has been
gross differences in measurements.
This creates the additional chaos,
not only of divergent measurements
within one service, but of tremendous
differences between the product of
various measurers. The broadcast in-
dustr) cannot forever tolerate these
gross differences in measurements.
The process of submitting radio sta-
tion availabilities and the subsequent
procedure of buying today bears verj
little resemblance to that within the
memor\ of the younger members of
the selling profession. Not too many
years ago the timebuyer was primaril)
concerned with getting good chain-
break availabilities between relatively
high-rated network programs and the
customary number of spots per week
included in the request for availabili-
ties foi most stations was five per week
in man) major markets and in some
of the minoi markets actually as low
as three |iei week. I he timebuyer had
sufficient time I" < onsidei carefully
spe< ile t tme pei iods submitted 1>\ the
salesman and the size of the ratings of
the preceding and Following programs.
Radio audieni e measurement al that
time was becoming more and more of
a factor and while the measurer orig-
inally intended his studies to reflect the
relative popularity between stations in
a market over long day parts, he was
being constantly importuned to narrow
the time periods reported and break
down what was originally intended to
be an adequate sample into smaller
sub-samples to meet the request of the
buyer and seller for exact information
on the popularity of 15-minute or
half-hour programs preceding and fol-
lowing announcement slots.
Today, we have inherited the dire
consequences of inadequate samples as
a base for ratings on short periods of
time. The measurers realized that this
practice was the cause of tremendous
fluctuations between programs follow-
ing one another closely as well as simi-
lar radical gyrations of measurements
from station to station and report to
report. It was simple for the measurer
to offer a solution to the bad practice.
It required a greater sample size.
I nfortunately, the accuracy of the
measurements do not increase in direct
proportion to the size of the sample.
Doubling the sample size increases the
accuracj approximately 40rJ : tripling
the sample size approximately 70',.
In other words, the accuracy is en-
hanced l>\ the square root of the in-
crease in the size of the measurement
and once the price of the service has
r
ARTICLE IN BRIEF
Ratings methods currently in use are
reflection of pre-tv era. Present day
samples are not adequate for measur-
ing brief program periods, results in
gross differences among the reports.
Measuring longer span of time pro-
vides much more stability in ratings
been established, it was extremely diffi-
cult for the measurer to obtain the
larger fees for greater samples.
Anyone with the opportunity of
studying the various services that have
been competing with each other can-
not but be tremendously concerned
with these wide divergencies. From
the standpoint of the station manager,
it is almost impossible to use these
measurements as a program manage-
ment guide, particularly for those sta-
tions that are not accorded the number
one standing in the market.
From the standpoint of the seller
(who is primarily the national spot
representative) the situation has been
one of delightful confusion. If his
salesmen were well trained specialists
in the field of creating confusion and
capitalizing on it, it has been tolerable,
perhaps at the expense of the over-
worked timebuyer's disposition.
In the past few years, the buying
and selling procedure of radio has
changed radically. The old-fashioned
concept, as mentioned above, has be-
come obsolete. The word most fre-
quently heard around the national rep-
resentatives' offices and the advertis-
ing agencies is "saturation."
I he ad\ ei I isei - have dist 0\ ered that
minute announcements in large quan-
tities contain the greatest sell. The pro-
grams that obtain the highest rating to-
da\ are no longer the network pro-
grams. Block programing of person-
alities toda\ is almost universal among
radio stations. Main buvers toda\ are
concerned with hundreds of spots per
week rather than dozens. One tooth
paste advertiser with a clever jingle is
using approximaleh 6.000 announce-
ments monthly .
SPONSOR
8 DECEMBER 1956
With the advent of television, radio
buyers rapidly bought out the early-
morning hours. Every radio timebuyer
felt that the farther away he could gel
his announcements from telecasts, the
safer he was. Regardless of divergent
audience measurements, he felt secure
and safe from tcle\ isioil competition in
the early morning times. The develop-
ment of block programing by the sta-
tions has increased with tremendous
rapidity and no longer does the buyer
specify availabilities between selected
15 -minute programs. "Saturation,"
"rotation," and "run of schedule" on
hundreds of spots per week is the cur-
rent pattern. Why, then, is it neces-
sary for the broadcast audience mea-
surer to continue to report his audi-
ence measurements for stations by 15-
minute periods?
Every station subscriber to audience
measurement reports and all represen-
tatives, ever) lai ;e agenc) using radio
and its media departments should im-
mediate!) request the measurers to
eliminate this senseless use ol sub-
samples of inadequate size and de-
mand reports on the audiem e> to (he
medium in the same maimer that the
medium is purchased — by large blocks
of time. sa\ . in three-hour pei iods
6:00-9:00 a.m. 9:00-noon, etc. This
three-hour span is ju-i a suggestion.
A smaller segment of time might he
preferable.
If, for some reason oi other, com-
pletely detailed information be needed
for smaller blocks of time than regu-
larly reported, these tabulations could
be purchased at a ver\ nominal cost.
Indeed, it is to the measurer's great
advantage to produce his reports in
this fashion. Hundreds of man hour-.
devoted to tabulating and calculating
can be eliminated. The ultimate re-
sult w ill be thai the measurements w ill
li.u e t remendousb im reased stability
hei-au-f of the l.u _'.i l..i-.-. I housands
rathei than hundreds will be the basis
for this new type "i repoi t. Man) ol
the heretofore unbelief able different es
between time periods and between sta-
tions will be eliminated. It is t.i -
ventl) hoped thai it this suggestion is
accepted b) the me isurei thai he does
not reduce his sample si/e. Instead,
he should take the saving thai accrues
to him b) the elimination oi main
man-hours ol tabulation and calcula-
tion and reimest it in larger samples.
I he -t at i< >n manager \\ ill pi ofil
thereb) h\ securing measurements
upon w hii li he can make |>i ogram de-
cisions with confidence. The measur-
er will profit h\ increased acceptance
and use of his reports and the seller
and Inner will find that life can be
beautiful. ^
Blair's Ward Dorrell show* i,.,.^, \i,<n\ jr.. I., manager, liroadcasl Media Dept. N. W.
Ayer, chart illustrating how larger sample size cuts down standard erroi ol rating, an effei i similar
to Dorrell's plan of providing stability of ratings by measuring listening ovei longer time span
SPONSOR
8 DECEMBER 1956
27
Secret city is laboratory set up by NBC, BBDO to study growth, impact of color tv as compared to black-and-white
COLORTOWN U.S.A.
Impact of color tv on this un-named 'typical' U.S. city
shows increased viewing and better product recall by color set owners
I be preliminary report from Color-
Town, an anonymous, medium-sized
city selected as the laboratory for
studying color tv, is in. It shows color
increases not only viewing, but also
commercial and product awareness.
It showed, for example, that a week
after respondents viewed several pro-
i mis. twice as many of those who had
seen them in color could name one or
more products advertised than those
who had watched black-and-white tele-
casts. What's more, the average "in-
clination to buy" wn1- (iT'y higher
among coloi viewers than among the
black-and-whilc \ ieuer«.
The "al>ilit\ I" buy" also is greater
among the < oloi \ iewers. In Color-
luwii. -even I inn- ,is many coloi Bel
owners are in the high income bracket
than are owners of black-and-white.
ColorTown is a continuing, panel
type study based on a probability sam-
ple of 4,000 respondents. It is a joint
project of BBDO and NBC. and is
conducted through facilities of Adver-
test Research. Just released after
months of tabulation, the initial report
is based on studies in December 1955
and February 1956, before the $500
(nidi -el entered the scene.
The icpnil fi inn < iolorTow 11 also in-
Jiealed that color tv boosts viewing:
"rating" for shows in color was 71' (
higher in homes with color sets than
anion- Uack-aml-w bite owners. Color
programs drew about 18% more view-
er- pci set ill homes with color tv than
in homes with black-and-white tv sets.
Owners of color tv sets were shown
to be influential people in Colortown.
They have a high degree of interest in
many activities, such as arts, music
theatre and sports. They belong to
many organizations, take active part in
charity drives and civic affairs. Color
set owners indicated 35% more such
activities per person than did black-
and-white owners.
II. \1. Beville Jr.. v.p. of planning
and development at NBC, and Ben
Gedalecia. BBDO director of research,
released the report jointly : it was pre-
pared under supervision of Dr. Thom-
as Coffin, NBC manager of research,
and Theodora Anderson, radio-tv re-
search manager at HI5DO. ^
28
SPONSOR
8 nr.ciMHKK 1950
PROFILE OF O O TOWN AND IMPACT OF COLOR TV
1. Income and home ownership: Color owners lead in income, own more homes
)
Income
°c SCt
owners
l'„\\\
Color
High income
"
58
Middle income
64%
38%
Low income
28%
4%
Home ownership
°o set owners
H&Vi Color
Own homes
80°o
1 ive in -i
famils dwellings
54%
73
INCOME: Belter than half of the color tv set owners fell in
the high income group in Colortow n study. This is seven
tinier a- many as was the case with owners of b&w sets
,, *+mmm***m*+mm*&$to
HOME OWNERSHIP: Uso indicative of the wealth and liv-
tandards of coloi set owners was thai highei pi
own hiiiiie~, live predominantly in single family dwellings
2. Influence: Color set owners in civic clubs outnumber b&u owners two to one
Interests and activities
Interests
Activities
B&W
Color
B&W
Color
Arts & sciences (13 types)
3.0
4.7
.7
1.0
(duh>, etc. (12 types)
1.4
2.6
.8
1.6
Hobbies (11 types)
2.8
3.5
1.2
2.9
Sports (19 types)
4.1
4.6
1.4
1.5
Total
11.3
15.4
5.1
7.0
COMMUNITY ACTIVITIES: I. and home ownership
are n,.t the only areas in which color set owners top black-
and-white sel owners. The) have more interests, take part
in more activities. For example, i comparison of organize-
memberships per 100 persons finds twice as many
sei owners belonging than owners of black-and-white. Five
times as many color set owners are involved in fund raising
and civic affairs as b&H owners. NBC and BBDO, sponsors
of ColorTown, consider this an index of the influence of coloi
sel owner- in the community. Chart at left -how- averagi
number of activities and interests lot cnloi and b&w set owners
3. Viewing patterns: Color boosts viewing, vieivers-per-set and total audiences
Program type
% Homes reached
\ ifwers per home
Viewers per
100 homes
B&W Color
B&W Color
B&W
Color
Color
:;]',
53%
2.2
2.6
(>f>
138
i:\\\
34%
25%
2.3
2.4
80
62
VIEWING: To lest effects of color, interviewers contacted a
carefully-matched sample of color owners and black-and-
white owners. Compared were 77 color owners against a
control group of III b&w owners comparable in income,
family size, etc. Thej were asked about viewing of all adult
web eolot -how- in typical week and. a- a control. Seven h&w
^<i>^n«iMiri--T,-^rf iuurf iri^rit^TYrnnT-Trriii ^rif"^!— ^-*^-f-'— r"-^--— ■|^>""-'-"*— - «-■■» •*■■"» wmmm I I
4. Advertising effectiveness: Commercial recall more than doubles with coloi
Viewer reaction
B&W
Color
Could name one or more
products a week later
20%
41%
"Inclined to buy" among those
who recalled commercial
33%
55%
"Inclined to buy" among all
who viewed the program
14%
36%
tawg.t&MMtfnBHi
— mm*
■MM
PRODUCT RECALL AND DESIRE: A week afta exposure
to the programs studied, respondents were asked to name
i unaided) products advertised on each. For average coloi
show, product retention among color viewers proved more
than double that among black and white viewers. They were
then a-ked whether the commercials had stimulated a de-ire
to buy the products. Of those recalling commercial, 55%
of those who had seen it on coloi h said thej were
"inclined to buy" againsl 13$ who had watched in bfrw
-•—
SPONSOR • 8 DECEMBER 1956
29
THE
I his is the story of how union and
management formed an unusual team
to revive a once-successful industry,
and of the unique use of radio and tv
in this campaign.
In 1952, the plastering industry in
Southern California was in trouble.
The use of plaster had fallen to where
only 38% of new homes were using it.
Speculative building after the war had
led many huilders to substitute mate-
rials they felt would get the job done
faster.
The situation was the same all over
the country, but the plasterers in
Southern California and their employ-
ing contractors decided to do some-
thing about it.
At a labor-management meeting in
July 1952. (be two sides started talk-
ing trade promotion.
Out of that unusual "collective bar-
gaining" session, the Southern Cali-
fornia Plastering Institute was formed
b) (be Contracting Plasterers Associa-
tion of Southern California and seven
locals of the 0. P. & C. M. I. A. ( Op-
erative Plasterers and Cement Masons
International Association.)
The plan: in lieu of a raise, the 938
plasterers then working in Los An-
geles and Orange counties agreed to a
fixed contribution 1>\ the contractors
to a special fund -earmarked for trade
promotion and health - and - welfare
benefits.
In Januarj of 1953, the Institute's
I I adc Pi olllolion ( .olillilillee Icn.k llie
problem to Win. Richard Latta, bead
of Latta & Co., Los Vngeles advertis-
ing .ind publii relations firm.
Latta made a six-month survey of
the people who influence the selection
of building matei ials, and these be-
c .inn- the targets ol the campaign.
First of all. builders and develop-
ers. Here, (he major problem was to
to
rebuild a spirit of mutual cooperation
and understanding between the build-
ing and plastering industries.
"One of our first promotional tools,"
recalls C. W. Kirby, chairman of the
Trade Promotion Committee, "was a
metal stake sign. It said: 'This home
uses genuine lath and plaster.' Union
business agents making their rounds
gave them to builders to help sell their
houses. And they did."
Architects were another target. Con-
tact here was made through their or-
ganizations and trade journals.
Financing agencies underwriting
large construction became the target
of magazine ads.
There remained, of course, the pub-
lic— homebuyers, many of whom were
making quick, no-money-down pur-
i liases, w Inch pi ompted little 0) no
attention to construction details.
"Perhaps the greatest Factor in
reaching the public," says Kirby, "was
a slogan developed h\ Hill Latta
.
ARTICLE IN BRIEF
In 1952, use of plaster in building in
So. Cal. fell to 38°o, only 938 plas-
terers had work. Contractors and
union joined promotion effort. Today,
with 40°o of an ad budget in radio-tv,
they view results: 3,900 men at work,
94% of all construction uses plaster
THAT SAVE
knock on the wall — and the use of that
slogan on radio."
Clearly, it was a slogan that cried
for a sound effect.
But, with an initial budget of less
than $50,000, Latta couldn't invade
too many media at first. So it wasn't
until June of 1954 that he took the
radio plunge.
Wanting to hit consistently at the
same audience, he bought a 5:30 p.m.
news show on KHJ, Mutual Don Lee's
Los Angeles outlet. After 13 weeks, a
network preemption threw the show off
before results could be measured.
Casting about for a time he could
bold on to, Latta learned that station
option controlled the 5:45-6:00 p.m.
slot on KFI, NBC's Los Angeles sta-
tion. He grabbed the time — inciden-
tally, turning the tables by preempting
a network news show.
W ith KFLs Dave Shaw as news-
caster, Latta launched a news show 18
October 1954. with a format tailored
to rush-hour freeway traffic:
Emphasis on local news — with items
of direct concern to the listener pro-
gramed first, setting up an interested
attitude.
No editorial features — asking for
too much concentration from a driver
it -\ ing to na\ igate a lnis\ freewaj .
\ non-controversial tack that won't
raise any hackles predisposing argu-
ment with the commercial.
Integrated commercials — not set
apart from the news by a change of
pace, tone or inflection.
Interesting commercials -as diversi-
fied as the news itself. (Dick Walsh.
Kl'l time sale-man. -a\s he's often
asked who the devil foots the bill for
so "institutional" a program. I
Well-aimed commercials — beaming
acoustical properties of plaster at
business men: fireproofing at parents:
SPONSOR
8 DECEMBER 1956
N N DUS RY "Knock on the »all to see thai it's plaster"
campaign hy union-management team raised use of plaster from 38%
to 94% in Southern California construction
insulation and re-sale value at buyers
themselves.
And, of course, the slogan — re-
enforced by a sound man's actual
"knock on the wall."
But, as Latta points out, "a com-
bination of ingredients is only as ef-
fective as the size of the audience it
captures."
The above combination was reach-
ing 61,400 people, according to Niel-
sen figures, by December of 1954.
Within a month, that figure jumped
33%. It reached its peak in April
1955, when the initial figure doubled.
Since then it has fluctuated between
the 100% and 33% gain over the first
rating, maintaining an almost consist-
ent lead over its nearest competition,
another (and longer established) local-
ly-beamed news show.
Through this single broadcast, the
slogan was familiar enough within 90
days to make its first appearance on a
major billboard along a freeway lead-
ing to a heavy home-building area.
Heretofore, billboards were confined
to areas near projects using lath and
plaster, this as a point-of-purchase aid
for the builder — an extension of that
metal stake sign in the hands of the
union business agent.
Tv was to extend that aid to builders
and developers even further.
Actually, tv was used by the Insti-
tute prior to radio, but it wasn't until
November of L955 las the radio show
entered its second year) that the ideal
tv format was arrived at.
The history up to November 1955:
Sponsorship of the New Year's Day
Tournament of Roses telecast over
KNXT in 1954 and 1955; a 13-week
film series presided over bv Ethel
Barrymore on KCOP beginning Janu-
ary, 1954; the Spade Cooley Western
varieties show (live) on KTLA, Oc-
Strategy Planned by, I. in r., Win. Richard Latta, Los Vngeles Advertising counsellor,
Robt. Bolster and Sam Duffield, of Plastering Institute, 1<-'I in such billboards on the
freeways soon after slogan was popularized in Kl-'l news broadcasts aimed .it motorists
Demonstration of "the knock" thai paid "IT foi plastering industry i- given during .>
television news program on Los \nu'l.- -tat ion MOP by newcaster Haxtei Ward.
Hi". iilr, i-t announcements were tied in with poinl ol purchase -iiin-- in building areas
SPONSOR
8 DECEMBER l')5(~>
MOST SPECIALIZED
CLIENT IN TV?
[s there a product more restrict-
ed in consumer potential or
seemingly less suitable to mass
media promotion than doll wigs?
Yel Mabel Hawkins of Santa
Barbara has increased volume
500' i from an average monthly
gross of $500 to over $3,000
with the help of a tv campaign.
Mabel Hawkins, owner and
staff of one of the country's
1.500 doll hospitals, invested just
S212.70 a month in advertising,
over half of it for participations
on KEY-TV's Frank Webb Show.
Actually the idea behind Ma-
bel's campaign originated some
months before in the New York
office of the Meyer Jacoby Co.
\Ie\er Jacoby. president of a
doll- wig and beard manufactur-
ing firm, and S. Harold Labow,
president of Labow Advertising,
decided to tie-in with AT&T's
yellow pages ad campaign.
Local phone companies ran tv
< < ■ 1 1 1 n i < - 1 < i ; 1 1 - -potted throughout
theeountrv which included : "For
doll repairs, look it up in the
yellow pages.
Results were immediate. La-
bow obtained permission to cir-
culate similar-style tv flipcards
and mats to Jacoby accounts.
In Santa Barbara, the Frank
II ebb Show is still encouraging
children to spruce up their dolls
and Mabel is still enjoying her
new income. But Mabel ran into
a problem — she needed a City
I ouncil permit to hire additional
help in her home workshop.
Doll-* jk- c impaign « ;i< idea "l
Meyei Jacoby, here veiling home-
workshop of Mabel Hawkins, riglii
32
KNOCK ON THE WALL continued
tolier L954 for a 39-week period.
To reach a wider audience — and test
a new commercial idea — a tv show was
tried on KCOP 15 November 1955.
"Our use of tv here was an exten-
sion of that 'missionary work' insti-
tuted among the builders and develop-
ers at the opening of the campaign,"
explains William Metcalfe, Latta and
Co.'s tv account executive.
"Now along with providing signs, a
staff photographer took a 16 mm.
camera to lath and plaster jobs. We
shot a one-minute silent film for live
narration showing the best features
of the homes or buildings.
"As simply as that we had a com-
mercial for the builder and the plaster-
ing industry in the can.
"Usuallv each program featured one
plaster-built tract and one commercial
type building (i.e., school, hotel).
Occasionally we devoted all our com-
mercial film time to showing a new
college or big apartment — or to show-
ing an unusually distinctive tract to
better advantage than we could in a
one-minute shot.
"This was a particularly succe-sful
program in that it permitted us to
show, night after night, the harmoni-
ous relationship between the plaster-
ing industry, the architects, the de-
velopers of new tracts and all other
segments of the building industry.
"It helped the speculative builders
sell their houses — and they had no
objections to that!"
This program made friends for the
plasterers as perhaps no other type of
program could have done.
E. I). Carthey, executive manager of
the Institute points out, "The success
of these efforts is proved by the fad
thai builders and developers now find
it pleasantlv result-producing to adver-
tise lath and plaster in their own ads."
Latta allocates equally between radio,
h and newspapers — 60% of the total
budget.
The metropolitan papers are used
for purel) "search and find"' advertis-
ing in the real estate sections, where
the market is "trained" to look for
homes, while impact ads are confined
to area newspapers, where the news
itself has less competing punch.
The remainder "I the budget : •">' ,
loi trade journals; 5% for magazine
ads i -lanied to develop an increasing
interest in plaster bv owners and
financing agencies concerned with con-
struction of major projects) ; 12-15%,
billboards, now blossoming on the
freeways; 8-10%, shows and fairs
i giving the industry a chance to get
the public's views first hand); 5-7%,
special projects.
"The tv bankroll." Latta confides.
"is just sitting there at present. We
dropped the news show this summer at
the end of the 39 weeks in spite of a
fine performance by Baxter Ward, our
commentator. This has been the gen-
eral promotion policy of seeking an
abrupt change of pace in order to keep
public interest at a high pitch."
Latta now organizes a program of
ideas, methods and tools I mats, copy)
and — that slogan — for the National
Bureau for Lath and Plaster, too,
which in turn gives them to bureaus
and institutes throughout the country.
The Santa Barbara and Ventura
locals joined the Southern California
Institute a year ago. and Institute man-
ager E. D. Carthey points out that
more than one-sixth of all journey-
men plasterers in North America are
now busy in the Institute's nine locals.
What's more, 94% of construction
in Los Angeles, Orange and Ventura
counties now uses lath and plaster.
Sam Duffield, union official and the
Institute's co-chairman, told us about
another impressive result: "It's the
change in attitude of the plasterers
themselves. We no longer look upon
ourselves as employed bv an industrv
— we are an important part of it. Our
families back us up. talking up lath
and plaster at I'TA meetings and else-
where, where radio and tv have made
it a familiar subject."
"It isn't often.'" observes Bob Bolster.
a contractor who is Institute Chair-
nan, "that union and management
have the same goals and arrive at
them through the same methods. Ours
is acknowledged as one of the nation -
outstanding cooperative labor-manage-
ment undertakings, we're proud of it!
The answer to the question, "Do
people reallv knock on the wall.'' is
iincipiiv ocallv answered hv Warren
kiihv. ulm-c Institute Trade Promo-
tion Committee does all sorts of
trouble shooting for the Institute.
Savs Kirhv. "The onlv complaint
we get from builders i- that all thai
knocking on the walls of model homes
gels them dirtv ' ^
SI'ONSOH
8 DECEMBER 1956
Cost breakdowns in article emer a\ erase commercials in $7,500 t<> $9,500 range
Sr> WHERE
DOES THE MONEY GO?
Cost of an animated tv commercial depends on the number of
drawings. This one for Esso required 1,000, was 60 days in production.
Here is the breakdown of its costs, step-by-step
f\ one-minute animated cartoon tv
commercial is a strip of film contain-
ing 1,440 separate frames (or expo-
sures) and a sound track. A good one
probably will cost the advertiser be-
tween $6,000 and $10,000. If he is
willing to spend more than $10,000, he
can expect something extra special in
creatively -conceived characters who
are busy every second. If he plans on
spending less than S6,000, he runs the
risk of winding up with some pretty-
drab little "actors" who stand still a
lot of the time.
For it is characterization and move-
ment that is the heart of the animated
cartoon. In the average one-minute
commercial, it accounts for more than
50% of the cost and involves the exe-
cution of about 1,000 separate draw-
ings. That was the number required for
a recent animated commercial turned
out by Shamus Culhane Productions,
of New York and Holbwood. for Esso
Imperial Oil Co. of Canada through
ARTICLE IN BRIEF
r
In a one-minute animation commercial
costing from $7,500 to 59,500, more
than 50°o of the money goes into the
drawings. About 26°o goes for sound,
and the rest for camera, lab and story-
board. About 1,800 manhours go into
production, so wages take lion's share
MacLaren Advertising Co.. Ltd., "f To-
ronto. sponsor selected tlii- commei
rial for cost analysis. (For a step-by-
step cost breakdown on a live-action
lilm commercial, see 3 Nbvembei spon-
sor, page 14.)
This particulai commercial was se-
ta lid for a cost and procedure break-
down because it i- a fairlj t\ pical one.
" \- typical a- you can hope for in a
field <>l atypicals," says Culhane who
has been in animation since L924
when, at 19, he became an animation
director in HolK wood. In 1938, while
working with Walt Disney, he ani-
tnated Dope) in the award-winning
Snow " hite and the Seven Dwarfs.
RecentK Culhane's studio did the ani-
SPONSOR
8 DECEMBER 1956
33
mation sequence for Michael Todd's
Around the World in 80 Days.
"Animation, in general." he says,
"is more evanescenl in costing than is
a live-action commercial. The impor-
tant thing for the advertiser is to un-
derstand animation.
There are three types of animation
commercial: il) The Disney, which —
as its name implies — is the style of car-
toon popularized by that master; (2)
High-Style which stresses design and
humor through a minimum of detail
1 1 PA's Magoo and Gerald McBoing-
Boing are examples) ; (3) Rotoscope,
a commercial in which animation and
live are mixed (Lucky Strike's com-
mercial showing the cartoon character,
Happy-Go-Lucky, appearing with a live
Gisele MacKenzie is Rotoscope).
Disney and High-Style cost about
the same since both are pure anima-
tion. The Rotoscope, however, can
push the price of a minute-film up to
$20,000. The addition of color to a
straight animation commercial adds
about 25% to the over-all cost.
The Esso commercial now on the
dissecting table is a Disney style one-
minute film. It was nine weeks in the
making from storyboard to distribu-
tion. At one point or another, 30 peo-
ple were involved in its production.
Excluding such intangibles as client-
director meetings, 1.800 manhours
were expended on it. Its cost lay be-
tween $7,500 and $9,500, and for easy
breakdown pricing. SPONSOR has esti-
mated a round-figured $9,000. The
cost percentages should hold good for
an) comparable animation within the
$7,50049,500 range.
Let's follow this commercial step-by-
step through the studios and see where
llic moiics wrnl :
I. Storyboard. George Elliott,
senior assistant manager of MacLaren
Vdvertising, came to Shamus Culhane
with a rough idea for an Esso com-
mercial buili around a clown sequence
with circus march music. Il had to
treat what might be a dull subject--
servicing a car- with sufficient whim-
sej i" entertain a iv audience while
the) 'j"1 the message. The characters
created were an Esso dcalci . 1 1 ■ < i a l>e\ \
of clowns. It began with a single
clown somersaulting onto ihc set. |»ost-
ni' .i one-sheel advertising the circus.
I he I sso in, in sees the poster and goes
iln ough some circus 1 1 icks himself,
1 1 j - ■ i i r i • ■ \il.i- auto ac< essoi ies, riding
,i tire unicj cle si j le. 1 1 is pla) is inter-
rupted b\ two clowns who <lri\c into
3 1
the station. He is servicing their
coupe when suddenly out pop the two
clowns followed by nine more. Thev
form a pyramid, then "allez-oop" the
dealer to the top where he is on a level
with the big Esso sign. This stor\-
board comprised 17 pictures which, in
animation, built into 1,000.
"Animation cost depends on the
number of drawings," Culhane says.
"The number of drawings are deter-
mined by the characterizations, and the
characterizations in turn, develop from
the storyboard." The cost of this story-
board (including story preparation, art
research and script) represented only
7% of the whole, or about $630. It de-
termined the spending of about 10
times that for animation.
2. Sound. The cost of this can
vary depending on talent used. In this
particular commercial, it accounted for
about $2,340, or 26% of the total
SPONSOR-estimated $9,000 cost. Mac-
Laren Advertising had the original
melody and lyrics. They were given
to Alex Alexander on the West Coast
for orchestrating and recording. Alex-
ander was responsible for hiring all
the talent — an orchestra, announcer
and a quartette. A Culhane director
was on hand on recording day. After
the recording was approved by the
agency and client, Alexander made the
dub track — that is the sound track
around which the animated cartoon is
built and which is finally synchronized
with the finished film. Musicians such
as Alexander handle the entire sound
package on a sub-contract basis from
animation studios. Delivery of a dub
track usually takes from one-and-a-half
to two weeks. An average price for
this whole package is $3,000.
3. Animation. When the dub
track was received at Culhane's New
York studio, the animation, or draw-
in- process, could begin. It began
w ilh direction.
The animation director is compara-
blc lo the director of a live-action film.
He must cast the cartoon actors, inter-
pret their roles and move them about
the set. Since animation must syn-
chronize with speaking lines, lyrics or
narration on the sound track, the di-
rectors task involves choreography.
Here s where the e\po>ure -licet enters.
I he exposure sheet is a printed foi m
thai will follow the commercial
through every phase of production like
,i job ticket follows a printing ordei
through a letterpress shop. It i> the
(Text con i in ins p<jge 38)
96% OF COS'
7coui
Storyboard includes research and scrip
volves many conferences like this one hi'dJCC
producers Shamus and Maxine Culhane. G
Elliott (center) of Toronto's MacLaren aj
14
Inking and painting is the tracind
r\/ mators' sketches on transparent celluloif
/O then completing tracings «iili ink ami
paint. These are the sheets thai )i<> to •
5°
SPONSOR
8 DECEMBER 1956
„
COUNTED FOR BY THESE SEVEN STAGES IN PRODUCTION
56%
Sound covers everything from talent
to dub track. Here, each sound and
word is noted on exposure sheet for ani-
mators to follow in making drawings
Animation is direction and draw- Design in animation is comparable
q/ ing. \nimators I. .long to Screen *m J*Q/ with sel design in live-action. !><•-
/O Cartoonists Guild, are usually paid A ^fr /0 -igm-r creates backgrounds against
over union scale of S 1 90 per week whirl, cartoon characters will be filmed
Camera work accounts for -mall percentage of total commercial
SQ/ cost since it only records and does not create, \nimation cam-
/U era is a standard motion picture type mounted in a stop-motion
frame. A one-minute film commercial contain-. 1.1 III exposures
5%
Laboratory includes negative developing and printing, cutting,
editing, opticals, screening, interlock oi animation film with
Bound track, and finally the answer print wlinh i- the -land
aid for all finished print-. I'' Joe- not in. hole releases
^ I i oonlinrodM "lilrh In animation usually meant
afterthoughts designed to Improve product (tee teit)
the truth about . . .
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"Ampliphase" design greatly reduces
number of tubes and power costs, assures
lowest operating cost of any 50 kw AM
transmitter . . . half the tube cost of older
50 kw AM transmitters. Completely air-
cooled. Takes less than 80 square feet of
floor space. Requires no under-floor
trenches, reduces installation costs.
BTA-SH/10H — 5 and 10 KW
BI-LEVEL— Features "Bi-level"
modulation, accomplished by
adding a controlled amount of
audio to the r-f driver, increases
efficiency, reduces power con-
sumption and distortion. Sub-
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and tube costs combine with
space-conserving design.
FOR
ackw
the t:
want'
becai
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Unfa
not!
Todi
mittf
affor
Wbj
only
mor
BTA-1M/SOOM (shown with left-wing phasing cabinet) —
Features low power consumption. Uses only 15 tubes in
the BTA-lM, 14 in the BTA-500M, and only four types.
Single-control tuning assures ease of operation. Modu-
lated by RCA's famous "Bi-level" technique. Complete
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weight aluminum cabinet.
you
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hi
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BTA-230M — 230-WATT BI-LEVEL — Pro-
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Uses only 10 tubes of three tube types. An
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BTA-1MX/300MX — Designed for high-fidelity
operation, transmitters liTA-lMX (1K.W) and
BTA-500MX (500 watts) offer single-control
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Minimum floor space required . . ■ approximately
6 square feet.
REMOTE CONTROL EQUIPMENT— RCA Remote Con-
trol Equipment provides facilities to switch program
lines, adiust plate or filament voltage, operate a line
vjrijc control on emergency transmitter, control
Conclrad switching, operate power contactors and
reset manual overload breakers, from any desired con-
trol point, regardless of transmitter design or power.
1CA AM transi
rU
FOR 25 YEARS RCA broadcast transmitters have been widely
acknowledged as the best. During this period they have been
the transmitters most often chosen by those stations which
wanted, and could afford, the very best. Thus they early
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are compared.
Unfortunately, some stations have believed that they could
not afford such quality — no matter how much they wanted it.
Today any station can "afford" one of these top-quality trans-
mitters. In fact, it is hard for us to see how a station can
afford not to buy one.
Why is this so? Simply because today RCA transmitters cost
only a very little more than the lowest-priced (sometimes no
more). And the small extra original cost (if any) is more than
made up for by these two facts:
1. RCA transmitters are generally less expen-
sive to operate. This is so because in almost every
power class RCA transmitters either use less power,
or have lower tube cost (in some cases both).
2. RCA transmitters almost always have higher
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you go to higher power, or if you should decide to
sell your station.
What is the moral? Simply this: don't jump to the conclusion
you can't afford RCA. We believe you can, and we would like
an opportunity to prove it. Call our nearest AM Specialist
(see list). He will be glad to go over your situation with you,
give you the benefit of his (and RCA's) broadcast equipment
knowledge, and leave with you a complete and fair proposi-
tion. With such facts at hand you can make a correct decision.
There's absolutely no obligation. You owe it to your station
to find out. Act now!
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DOLLARS GO . . .
i Continued from page 34)
roadmap of the tv commercial and
actual!) comprises many sheets. Even-
tually it will even include such details
as camera light for every exposure.
But right now it is a clean sheet in the
director's hand.
Word In word, the audio is written
down vertically in the left hand col-
umn. Next, scene-by-scene, the anima-
tion directions are worked out in the
second column. It is analogous with
setting down words under a musical
staff and then composing the notes to
go over them. For example, the com-
mercial opens with a drum roll lasting
about five seconds. This is listed un-
der audio. Next to it. the director
notes down every flip and somersault
of the clown so that when the drum
roll stops, the clown will land on his
feet.
The exposure sheet goes to the head
animators who make their sketches of
the basic movements. They work over
light boxes on drawing paper that is
punched along one edge. These punch
holes fit standard peg boards ensuring
perfect register of ever) drawing. Even
the cameras have pegs. In animation,
nothing is done out of register.
The animators do not do every
drawing — only the basic ones. For
example, the Esso dealer raises his
arm. An animator will draw two
sketches — one of the lowered arm, one
of the arm extended. In between,
there may be 12 separate movements
that carry the arm up in a smooth
manner. These 12 intermediate draw-
ings are done by assistant animators
and in-between animators. The assist-
ant animator will do four of these 12
drawings, the in-between takes over on
the remaining eight. Every drawing
has followed the pattern of the ex-
posure -heel. I'.M'l \ one is ill |)CI I < < t
register. Each has been keyed (i.e.
A-l, A-2, A-3, etc., denoting the scene
and the animation sequence). The
drawings are all in pencil, ready for
the "pencil test."
The "pencil test" is a sort of dress
rehearsal of the finished commercial.
The drawings are photographed and
llic film is studied In the director and
the agencj man or client. At this
time, some new characters or business
ma\ be added. Then the drawings are
read\ for inking ami painting.
The Culhane animation department
has nine men. Animators are mem-
bers of The Screen Cartoonists Guild.
38
SPONSOR
8 DECEMBER 1956
WJIM WJIM-TV
LANSING, MICHIGAN
. . . now represented by
Peters, Griffin, Woodward, mc.
Pioneer Station Representatives since 1932
WJIM the radio station most listeners in Lansing prefer—
with a strong line up of the most popular local radio per-
sonalities and programs to serve the community interest.
WJIM-TV Lansing's only VHF station with CBS, NBC and
ABC programming.
Lansing, Michigan— with a balanced economy. Home of
important industry, Capital of the State and the Campus
of Michigan State University.
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SUtter 1 3798
SPONSOR • 8 DECEMBER 1956
39
I In bast scale for head animators is
8190 per week, for assistants, S162.
Culhane pays his animators half again
thai much not out of charity. There
i- a real dearth of top animators.
\nimation on the Esso commercial
accounted for 2-V, of the entire cost.
1. Design. Actually, design began
simultaneously with the direction of
the animation. The design artist is the
set designer. He conceives and exe-
cutes the backdrop against which the
"actors" move. He also handles all
preliminan layouts, >tills of product
shots, retouching and lettering.
No stills of product shots were used
in this commercial. The Ajax tire,
battery and headlamp were drawn
right in by the animators. A still of
a product shot can cost S200. As it
was. design amounted to 11' < of the
total cost or about $1,260.
5. Inking and painting. By this
time, creativity has stopped to be re-
placed by craftsmanship. Tracings of
every animation drawing are made on
"cells." These are clear, transparent
celluloid sheets, also punched for pegs.
'V household;
ow covered b
channel -_'
Represented Nationally by
PETERS, GRIFFIN,
WOODWARD, INC.
PETERS, GRIFFIN, _ _ « m m m
WOODWARD INC |V| 3 Cl I S O II , WlSC
i rich $1,764,662,000
etail market in
/ISCOLvLi= LL\L, LQW/^
aid LLLLKOLS
After tracing, the cells are flopped and,
on the reverse side, the cartoon char-
acters are outlined in ink and filled in
with opaque paints. A cell does not.
however, contain all the drawing for a
single camera exposure. For example,
when the two clowns drive into the sta-
tion, there are three cells drawn — one
of the clown who is driving, one of the
clown seated next to him and still an-
other of the car. When this set of cells
goes to the camera, they are pegged
down over the background drawing in
this order: (1) driver clown, 1 2) his
buddy, and (3) the car. For this rea-
son, a background set is kept anemi-
cally light in tone, because the over-
laying celluloid sheets darken it. For
this reason too, every cell is carefullv
keyed to scene and sequence as were
the original sketches. It is the only
»a\ they can be put together if some-
one carrying a stack of cells should
trip on the stairs. About 14% of the
commercial's cost went to inking and
painting, about the same as went to
design.
6. Camera. The camera has al-
ready been used for the "pencil test."
Now it comes into service again, shoot-
in g each movement sequence as a sep-
arate frame. The exposure sheet is the
cameraman's guide to every shot. The
animation camera is a regular motion
picture camera mounted in a stop-
motion frame. It can cost from $12,-
000 to $35,000.
^ et its part in turning out this com-
mercial onl) cost about 5% of the bill.
"In animation." Culhane explains.
"the camera plays a relatively small
role. Unlike the camera in live-action
which actually creates, the animation
camera merelx records what has al-
ready been created. In short, acting is
over before the camera turns."
7. Laboratory. The negative is
senl to the lab for de\ eloping and
printing. After screening, this work
print is edited and simple optical ef-
Eects put in. Next, the animation film
is interlocked with the sound track and
from this union comes the "answer
print the print which is the standard
foi all other prints. It took about a
week-and-a-half from receipt of nega-
tive b\ the lab to delivery of the an-
swer print. The cost of laboratory
represented .">% of total commercial
cost, or an estimated $450.
Release Prints. These have not
been included in the above costs. Tech-
nically, the commercial is finished at-
in
SPONSOR
8 DECEMBER 1956
ter the answer print. Mat since release
prints and their distribution In llie tv
stations where the commercial is sched-
uled is an additional cost to the adver-
tiser, here is an approximation: A one-
minute 35 mm. commercial is 120 feet
long. Depending on method and on
how quickly the prints must be made
they cost from 4(* per foot for a la rue
order to lVi$ Per Ioot for a small one.
or from $4.80 to $9.00 per print. In
16 mm., the same length commercial
consists of 50 feet of film — and de-
pending on the same variables — ranges
in cost from about 3^ to 41 ^C per foot.
or $1.50 to $2.25 per release print.
Handling and shipping to stations ma\
add another $1.50 to each release.
Retakes and contingencies. At
the time the budget was prepared. I' ,
of the total cost was allowed for this
item. This is not — as the name ma\
imply — to cover mistakes by the studio
but rather to ensure a creative com-
mercial. At any step from direction
through animation, new ideas may oc-
cur to the director, designer or anima-
tors. This back-stop of money permits
such improvements or added character-
izations without the director having to
check with the agency and client. It
can also be used to cover the cost of
an added optical or special effect.
Shamus Culhane Productions em-
ploys about 80 people in all. 'I In-
breaks down to 23 in the New York
studios and the balance in the West
Coast studios. It was begun 10 vears
ago with a staff of three from a stand-
ing start — "Standing because we didn't
have chairs," says Culhane. In six
months, there were 30 emplo\ees and
a weekly payroll of $3,000. The sec-
retary-treasurer is Culhane"s wife.
Maxine, daughter of Chico Marx.
To agencymen, Shamus Culhane of-
fers these suggestions on buving ani-
mation commercials:
1. Never start a client out with a
cheap commercial with the hope of
building him up to something more ex-
pensive later on. He will get what he
pays for, so tell him to get the best he
can afford. The air time he buys de-
serves a good commercial.
2. A film studio can never do any-
thing below cost. About 80% of the
price of a commercial goes into wages
which are fixed by union scales. The
other 20% represents overhead and
profit. So if a studio gives you some-
thing for nothing on one commercial,
some other client is paying for it. Next
time, it might be you. ^
950 A <
Indianapt In, hid
From Dawn to Dusk. WXLW sere-
nades Indianapolis and surround-
ing area of 100 miles with music
and up-to-the minute news. "Day
In, Day Out" — All Day, Ever)
Day this high income, rapidh
growing market is "hep" to
WXLW . . . and your sales mes-
sage. Spin a "commercial" plattei
and poll your results ... a real hit !
1460 h(
I), * \l( inn. Iowa
In Iowa, it's KSO. the most power-
ful independent! Programming
always populai music, news and
sports, KSO bolds it- listeners' at-
tention and puts them "In the
Mood*' foi youi sales message. Fi-
nancial!) capable buyers will re-
Bpond. Give KSO a spin — your
response will -how a "hit"!
11 ;i
Get tfu Faeh from Toui JOII\ h I'l il<s<i\ Representative
SPONSOR
8 DECEMBER 1956
11
SPONSOR ASKS
Are too many people trying to^contribute
to television show production
Hal Davis, '■/'• '" c&g. °f radio & tele-
vision, Ellington & Co., New York
Yes — too many people contributing too
little. The production of a television
show is multiple in its creative func-
tions; but those above-the-line contri-
butions cannot go unlimited. A contri-
"below the
line costs
prove it"
bution is normalK welcomed by the
beneficiar\. Imt never hefore have so
many people "contributed" so many
ideas, suggestions, refinements and im-
provements to anything as they have
to television. The great creeds appetite
of both live and film production is now
bursting with people, and the current
bclow-the-line costs prove it.
The thorough report prepared by
• BS in June 1956 for the Senate In-
terstate and Foreign Commerce Com-
mittee revealed that 322 network
people contributed to the average
Climax production. Vnd lack Could
in the New ^oik Times reported that
man) more were involved when agency
supervision and commercial segments
were added. \ typical CBS half-hour
live production involves 154 people.
Mom- awesome than statistics is a visit
to Perrj Como's NBC rehearsal, or
witnessing the preparations foi a quar-
ter-houi of the Jonathan II in/as pro-
gram in color.
Ben l)ulf\ ma) be television's '"Cas-
sandra" when he predicts the re-entry
of advertising agencies into television
program production to assure clients
of "an extra creative dimension . . .
and good creative programing at con-
trolled cost." (Ed. note: In Greek
mythology, Cassandra was the Trojan
prophetess whom no one would believe.
She correctly prophesied the fall of
Troy.)
Perhaps Terry Clyne with McCann-
Erickson's record $90 million tv hill-
ings is another Cassandra when he
opines his people must take "longer
looks" at the medium and at a client's
needs — and their relationship to each
other.
In good faith, and with no small
effort to control it, the networks and
agencies alike have allowed too many
people to "contribute" to television
show production. It's time for that
"longer and harder look!"
Tom Lewis, ''•/'• und head of radio-tt
dept., C. J. LaRoche & Co., New York
There have never been too many people
contributing to network tele\ ision show
production. But there have been far
too many worriers and too few sobers.
In particular, there have been too
many talkers, too few actual w liters
and producers.
Vnd, in the long run. those who
might be classified as the "spectator"
group in production, can be detri-
mental to the medium.
Of course, the viewpoinl of jusl one
person can be inadequate in show pro-
duction. A certain number of talkers
01 spectatoi - are needed. But \ ou can
onl) talk o\ ei a problem for a limited
pet iod of time before ) ou talk it out
before it li/./es out.
Let's consider two examples.
First, a writer. He has an idea. It
doesn't seem to grow. He sets it aside
for a short time — perhaps talks it over.
Then, he goes back to it. develops it.
But, at the point where he s set it aside
— if he's talked it through too
thoroughly — it can collapse entirely.
Second, the food account winch
sponsors a half-hour drama. X number
of people are needed in order to line
up a show in keeping with the policies
of the sponsor and in keeping with the
format of the half-hour slot. But if
"too feiv
actual
producers'
the number of people goes beyond X
point, chaos can result.
The production of a show as relates
to the above can be summed up, I
believe, by the old adage of "too
main cook-." \ml the major problem
becomes the following: \t what point
does one reach maximum ellicienc\ ?
For the more viewpoints that are
needed for show production, the
greatei is the danger of failure.
Nat B. Eiscnberg, radio-tv production
director, Emit Mogul Co., New York
Vdmittedly, there are a great many
people contributing to network tele-
vision shov production. And, in some
instances, this is helpful to the medium
but onl\ in those situations where
42
SPONSOR
8 DECEMBER 1956
the people involved are trained and
qualified to do the jobs to which the\
are specifically assigned.
It seems that the matter of show
production is somewhat analogous to
that of the pilot bringing down his
plane. If he has a large new — well-
trained, with each member a specialist
in his work — the plane can he brought
in most efficiently. However, if the
passengers, who are paying for the
ride, feel that the fare entitles them to
a sa\ in the landing of the ship,
elliciency relaxes — the plane may never
come in safeK .
In continuing the analogy, let's say
seven passengers — who know little or
time
element
creeps in
nothing about aviation — are in the
cockpit. It's more than possible that
seven different thoughts may be ex-
pressed.
The same is true of network show
production in the execution stages. But
there's one additional problem: In the
case of the show, the time element
creeps in. You can't turn back the
hands of the clock at a pre-program
dress rehearsal. And if a number of
people lend their "contributions" to
the production, what is "botched"
remains botched. There's no turning
back at air time.
And what I've said applies not only
to network show production. Have you
ever taken a look at commercial pro-
duction? Very often, you'll find that
increasing numbers of people get into
the act to give their contributions to
camera angles, product placement, the
personality's pose and so on and on.
This is not to discredit those who
have suggestions. I feel that all sug-
gestions should be welcomed by those
involved in show or commercial pro-
duction. But they should be welcomed
in the pre-planning stages.
When minutes count, though — and
you're at the execution stage — leave
commercial and show production to
those who have been trained and are
specialists in production. It saves time,
dollars and embarrassment in the final
analysis, to everyone concerned. ^
(•Nielsen #2
...for more Sponsors
than any other Maine station
I 101 national spot
\ 50 local spot
I 75 network
WCSHTV
226
Accounts
as of
Nov. 1, 1956
Your client's in good company on
PORTLAND, MAINE
iate
WEED TELEVISION
Representatives
liiuiiiuiniiiiiiiiiiimii
SPONSOR
8 DECEMBER 1956
13
o
B CO
o
10
:-=e
BMI
Script Packages
for Christmas
"THE WOMAN"
Portrait ot the Madonna — Half Hour
"CHRISTMAS CAVALCADE"
Christmas Day, Thru the Years
(Half Hour*
"THE WORLD'S GREATEST
CHOIRS"
Their Human Side & Their
Christmas Music
(Half Houn
"MERRY CHRISTMAS
PARTY"
A Full-Hour Holiday Variety Show
"DID YOU SEE THE CHILD"
Half-Hour Dramatic Program
"CHRISTMAS CAROUSEL"
Seven 15-Minute Children's Programs
TIME SIGNALS —
STATION BREAKS
10, 30 and 60-sccond breaks
BROADCAST MUSIC, INC.
NEW YORK • CHICAGO • HOLLYWOOD
TORONTO • MONTREAL
44
r. Sponsor
Frank Gorman: heck of an engineer
I gol into advertising because I made a mess out of engineering,"
Frank Gorman, the Nehi Corp.'s ad manager, told SPONSOR candidly.
"After a couple of years, the dean at the engineering school of the
U. of Minnesota said 'we personally feel that you would do better
someplace else,' so I got into Business Administration."
Gorman is a stocky blond man in his late thirties, with an infec-
tiously relaxed manner. Feet propped up on a desk drawer for com-
fort, he chats and jokes easily, frcquenth does so at his own expense.
After a series of jobs beginning with P & G in 1937 and inter-
rupted by a stretch as a pilot during the war, Gorman went with such
companies as Standard Brands. Johnson & Johnson and Philip Mor-
ris. He's been Nehi ad manager since spring 1955.
"There are no demonstrable product differences among the leaders
in the field — that is soft drinks similar to Nehi's Royal Crown Cola"
"Out advertising aim is to create a quality image."
says Gorman. "Therefore advertising is vital to build consumer
acceptance. Our advertising aim is to create a quality image."
Nehi docs this job with an approximate *2 million ad budget of
which spul l\ gets about 70%. The compam. which headquarter-
in Columbus. Ga.. had its original distribution in the South. Today
one of its major marketing projects is opening up big new markets
so that its distribution becomes trulj national: it's about 80% at
present and is expected to rise to 909? b) the end of 1957.
"Out of our national budget, we're u>ing l\ in some 200 markets,"
says Gorman. "All of our advertising features Bunny Cooper as
Miss Ko\al Crown.'' says Gorman. "We picked her last year because
we needed a personality with whom we could identifj our product.
Since we want to emphasize a quality approach, we dressed her in
an exclusive Charles James creation. "'
(Please turn page I
SPKNSOI!
:; in i i mhi i: I < ).">(>
I
KSTP-TV SCORES UNPRECEDENTED
DOUBLE VICTORY IN NEWS COMPETITION
I
I
I
1
For the first time in history, a single TV station has
scored a clean sweep in the annual Radio-Television New s
Directors Association competition.
Here are the results for 1956:
OUTSTANDING TVNEWS
OPERATION First place,
KSTP-TV
OUTSTANDING
NEWS STORY
TELEVISED First place,
KSTP-TV
Since 1948, when it became the Northwest's first television
station, KSTP-TV has maintained one of the largest,
most complete news-gathering-and-reporting operations
in the nation.
We are proud that KSTP-TVs first entry in RTNDA
competition has brought these awards to the vital North-
west market which KSTP-TV serves.
100,000 WATTS
5
MINNEAPOLIS • ST. PAUL Bask NBC Affiliate
V/& A/tyiMwert'd- leaden? Station. "
Represented by Edward Petry & Co., Inc.
SPONSOR
8 DECEMBER 1956
45
Mr. Sponsor continued . ,
0
HE'S "DOING A
FINE JOB" FOR
OSCAR MAYER IN
CHICAGO, MILWAUKEE,
and other midwest markets
117 half hour TV films
Complete sponsor list and other data on request.
10 E. 44th St., New York 17, Oxford 7-5880
People
"vvl^o know
stay at the
^nw/ /er///a>7cZf
• 3 Minutes from Grand Central
• Convenient to 5th Ave. Shops
• All Outside Rooms; Tub and
Shower
• Radio; Television; Circulating
Ice-Water
• Superb Food at Modest Prices
• Newly Decorated Rooms and
Suites
• Close to All Theatres
• One Block from Park Avenue
HOME OF THE FAMOUS
'Hawaiian
Room'
Known For Authentic
it ■:,'.!, ki,< Cuisine and
Sative Entertainment
j«- ttnir
Until travel agency
„r write i; Promotion
Dept. l-r Brochure 180.
<mte/ /exwaftn
LEXINGTON AVE. at 48th ST.
NEW YORK CITY, 17
BOSTON — HANCOCK 6-6625
CHICAGO— DEARBORN 2-4432
MIAMI— FRANKLIN 9-8331
Gorman picked Bunny Cooper out of some 200 candidates be-
cause she "seemed like a gal who could sit next to the company
I 'resident's wife and look good on tv too."
Nehi is undergoing an era of modernization and streamlining, ac-
cording to Gorman. One of the major changes brought about since
he became ad manager is a packaging and bottle redesign intended
to make the product stand out with more visual appeal in super
markets.
"The new packaging presents a complicated problem in advertis-
ing," says Gorman. "We actually have to make several sets of tv
commercials since our bottlers are introducing the new package at
different times. With 437 franchised bottling plants, you can im-
agine that there's a problem in coordination."
One of Gorman's major jobs is that of acting as advertising coun-
selor to these bottlers. This means a tremendous amount of travel
to trouble spots as well as his frequent trips to New York to consult
with the agency.
Four kids teach him to be calm
"There are times when Cede and the kids treat me like a visitor
in my own home because they haven't seen me for a while, he says.
But on one of his recent trips, Gorman came to New York with his
wife, later remarked ruefully that "It's not the price of the Christmas
gifts we bought, it's the chasing after them that killed us."
However, Gorman manages to retain a phlegmatic calm seasoned
with a sense of humor through murderous travel schedules, business
crises and shopping sprees alike. "We've got four kids ranging from
two to 13," he says. "You've got to keep calm when you're knee-
deep in kids." A general policy of keeping calm makes it possible for
Gorman to view with objectivity and optimism the tough competi-
tion that Nehi's products face. Actually, the tremendous volume of
Pepsi Cola and Coca-Cola advertising helps to build the entire cola
market so that a heavy tv effort on Royal Crown Cola is more pro-
ductive."
Showing Nehi's living trademark. Bunny Cooper, in a glamorous
gown and a "Royal Crown" throughout 1956, Gorman feels has im-
pressed the public with Royal Crown's qualitv. Next \ ear's t\ com-
mercials and print advertising as well will \ar\ the approach some-
what.
"We'll be using Bunnv Cooper."' says Gorman. "But we'll show
her in more everyday environments and circumstances so that the
consumers can better identif\ themselves with her activities.
Another major project for 1957 will be the opening up of a num-
ber of new large metropolitan market- for Nehi beverages. Tv,
radio and print will be important in these initial campaigns to intro-
duce Royal Crown Cola particularly.
"We've used radio, with cop) tied in to our tv and print advertis-
ing, in several of our established markets. " sa\> Gorman. "It s an
excellent supplement to our t\ advertising and serves as a reminder
for our message.
Nehi's national advertising effort is supplemented 1>\ a co-op ad-
vertising plan in which Nehi shares with it- bottlers on a 50-50 basis.
"On a co-op basis our bottlers use radio and l\ both, with the
copj thai we provide for them through Compton, says Gorman. ^
16
Sl'llNSOU
8 DECEMBER 1()56
It's very neorh unanimous nou
in Minneapolis-St. /'mil
Latest
Nielsen** says:
WDGY FIRST
Among Twin City
independents
6 AM-12 midnight
Monday-Sunday
(NSI & total area, too!)
(Second only
to one station
on day-nite,
week-long
averagt- 1
Latest Hooper Says:
WDGY
FIRST
Among all Twin City stations
all-clay-average Monday-Saturday
Latest
Pulse*** says:
WDGY FIRST
\m<ing all Twin (.'itv
stations 12 noon-6 P.M
Saturdays
FIRST
Among all independents
6 AM-6 I'M Mon.-Fri.
6 AM-12 noon
>.it i! I . !a\ -
(Only 4 share
points behind
top station
12 noon-6
PM Mon.-
Fri.)
6*
Make sure you have the up-to-date Tivin City
radio story. Times have changed, and so have audience
habits. Check the latest audience facts with
General Manager Steve Labunski or your Blair man.
* Aug.-Sep. Hooper ** June Nielsen *** July- Aug. Pulse
WDGY
Minneapolis-St. Paul • 50.000 watts—
and almost perfect-circle daytime r<>\rrage
■u
|":
m>i;-
Today's Radio for Today's Selling
President:
TODD STORZ
l j
WDCY
WHB
WQAM
Minneapolis-St. Paul Kansas City Miami
Represented by John Blair & Co.
KOWH WTIX
Omaha New Orleans
Represented by Adam Young Inc.
SPONSOR
8 DECEMBER 1956
i:
A weekly listing of changes
in the advertising and broadcast fields
NEW ON RADIO NETWORKS
SPONSOR
AGENCY
STATIONS
American Pop Corn, Sioux City, Iowa Hartman, Chi ABC
Dow Chemical, Midland, Mich MacM-|&A, Bloomfield Hills, ABC
Mich
Frito Co, Dallas Tracy-Locke, Dallas ABC
Cood Housekeeping, NY Crey, NY ABC
PROGRAM, time, start, duration
.Breakfast Club; M 9:30-9:35 am; 12 Nov
Rod Foley Show; Sa 12:30-1 pm; 19 Jan; 52 wks
Magla Products. Newark
Renuzit Home Products, Phila
Seaboard Drugs, NY
Seven-Up Co, St. Louis
Seven-Up Co, St. Louis
Standard Brands, NY
Super Animals, NY
Breakfast Club; M-F 9-10 am; 3 5-min segs; 6 Feb
lack Paar Show; M-F 11:15-11:30 am; 8 5-min segs; 19 Nov;
1 wk
Edward Lieb, Newark ABC Breakfast Club; Th 9-10 am; 5-min seg; 28 Feb
APCLOK, Phila ABC Jack Paar Show; Th 11:15-11:20 am; 3 |an
Crant, NY MBS Parallels in the News; M-F 11:05-11:10 am; 26 Nov
JWT, Chi . .ABC Breakfast Club; M-F 9-10 am; 4 5-min segs; 3 Dec
|WT, Chi NBC 187 Bandstand; M-F 10:05-11:00, ll:05-12n; parties; 4-21 Dec
JWT. NY CBS 202 House Party; M 3-3:15 pm; 26 Nov; 52 wks
Maxwell Sackheim, NY MBS Inside the News; Su thru Sa. various times; 10-30 Nov; 18
times
RENEWED ON RADIO NETWORKS
SPONSOR AGENCY
Allstate Insurance, Chi Christiansen, Chi
STATIONS
PROGRAM, time, start, duration
ABC Mel Aliens Sports Report; M-F 6:35-6:45 pm; 18 Dec; 52
Drackett Co, Cin Ralph H. |ones, Cin ABC Breakfast Club; Tu 9:55-10 am, Th 9:35-9:40 am; 27 Nov
Sandura Co, Phila Hicks b Creist, NY ABC Breakfast Club; Tu & Th 9:40-9:45 am; 20 Nov
BROADCAST INDUSTRY EXECUTIVES
NAME
FORMER AFFILIATION
NEW AFFILIATION
Robert A. Anderson California National Productions, NY, dir bus affairs Same, dir bus & admin
)ohn C. Bechtcl _NBC. tv films, NY, mgr revenue servs Same, admin sis mgr
Cordon Carroll Associated Artists Productions, NY, sis Same, nat sis
Cene Ellerman WWTV, Cadillac, Mich, gen mgr Same, vp
Dominic M. Farrell Crosley Broadcasting, Cin, acct exec WKRC-TV, Cin, acct exec
Jack Fenimore ._ Kling Film Enterprises, Chi, exec producer Same, Hy, vp, chg sis & production
George W. Harper Libby. McNeill & Libby, Chi NBC. tv films, Chi, sis staff. Cent Div
Robert Hoag Hoag-Blair, NY. president CBS. tv, NY, acct exec net sis
Richard W. lolliffe CBS, radio, HY, admin mgr sis services Same, acct exec net sis
Donald Klauber Associated Artists Productions, NY, stn sis mgr Same, also mgr nat sis
Edward Meizels NBC, spot sis, NY, management trainee Same, research analyst, new bus & prom dept
Daniel Melnick CBS, NY. producer ABC, tv, mgr program devel
Bob Morin _Associated Artists Productions, NY, sis . Same, nat sis
Robert H. Prigmore KCW, radio, Portland, sis mgr _.KCW-TV, Portland, tv sis
Emanuel Sacks RCA-NBC, NY, vp 6 gen mgr records, NBC staff vp NBC, NY, vp chg tv net programs
Daryl Sebastian WWTV, Cadillac, Mich, asst gen mgr _Same, asst treasurer
|ohn A. Thayer DuMont Television, NY, acct exec NBC, tv films, Chi, sis staff, Cent Div
Kirk Torney Associated Artists Productions, NY, sis Same, nat sis
Serge Valle NBC, tv films, NY, research analyst Same, research super
Leonard C. Warager NBC. tv films, NY, admin sis mgr Same, mgr sis planning & devel
ADVERTISING AGENCY PERSONNEL CHANGES
NAME FORMER AFFILIATION
NEW AFFILIATION
William Bell
Stanley A. Bogan
Sanford Buchsbaum
Harvey Comita _
Martin Dcvine
Lawrence D. Dunham
Martin S. Fliesler
Nelson Cross
Ralph E. Head
McC-E, Chi
Ellington, NY, asst to exec vp BBDO
_E. T. Howard, NY, acct super BBDO
_ARF, NY BBDO. NY
_K&E. NY, acct exec BBDO. NY
.Danccr-Fitzgerald-Sample. San Fran, acct exec Same, vp
Cunningham & Walsh, Chi
NY
NY
acct service staff
acct exec
acct exec
asst acct exec, mkting & research
acct exec
.McCall's & Better Living, NY, prom super
H. B Humphrey. Alley 6 Richards, NY, dir r-tv
.BBDO, NY. dir mkting
H. Blakency Henry JWT. NY
Ly.ill Holmes Cockfield, Brown & Co, Toronto
John A. Kuncau Fletcher D. Richards, NY, vp, bd of dir, acct super
Hal Lawrence Cene K. Walker, San Fran, acct exec
Cam Logan Cockfield, Brown 6 Co. Toronto
Wallace MacDonald BBDO. Atlanta, asst to office mgr
Cene McKeough .Beaumont 6 Hohman, Chi
Louis Mciscl Wilsted & Shacter, NY, r-tv dir, acct super
William V. Patten Danccr-Fitzgerald-Samplc, San Fran, acct exec
Ian Smith _Cockficld, Brown & Co, Toronto
Paul Smith . _Compton, NY
Ceorgc Swearengin Hawaiian Tuna Packers, San Fran
Art Watson Needham Louis & Brorby, Chi
Ceorgc Wyland Cockfield, Brown & Co, Toronto
BBDO. NY acct exec
BBDO. NY, acct super
Same, also vp
BBDO, NY, asst acct exec
Same, r-tv bus mgr
Crey, NY, vp, super new accts
Boland Associates, San Fran, acct mgr
Same, mgr, timebuyer
Same, office mgr
Cunningham & Walsh, Chi. acct service staff
Madison Advtg, vp, r-tv dir. plans bd
Same, vp
Same, asst mgr
BBDO, NY, acct exec
Cene K Walker, San Fran, acct exec
Cunningham & Walsh. Chi, acct service staff
Same, r-tv prod mgr
SPONSOR PERSONNEL CHANGES
NAME FORMER AFFILIATION
NEW AFFILIATION
Avco Mfg Corp. m w regional sis mgr Amer Kit Div Whirlpool-Scegcr, product mgr kit div
Emerson Radio & Phonograph, vp chg sis Same, vp chg sis 6 mkting
Robert L. Brintnall
Hal Dietz
Robert L. Erzingcr Fisher Flouring Mills, Seattle, chg new sis areas Same, sis & advtg mgr. Packaged Prod Div
Leonard B. Faupcl P. Ballantine & Sons, asst to advtg mgr Same, advtg mgr
Edward Kantrowitz Emerson Radio & Phonograph, asst to vp chg mkting Same, dir advtg & sis prom
Andrew I. McCcc B&B. NY, asst acct exec Ccncral Foods, product planning mgr, Int Div
Allen Schwartz Norman, Craig & Kummcl, acct staff Block Drug Co. product advtg mgr
hwartz
Ben M. Scigcr American Weekly, dir mkting
L. Chandler Smith Lucky Tiger Co, board of dir
Harrison Van Aken, Jr. Cencral Electric, chg communication equip sect
Ralph Watts Post Cereals Div, Ccn Foods, product mgr
Pharmaceuticals, Inc. exec asst to exec vp
Same, exec vp
Same, gen mgr CE communication products dept
Stokcly-Van Camp, merch mgr Van Camp div
■US
>l'n\M)l(
}? DECEMBER 1(J.~>6
"W~KR,C na^dio-aoti^rity sp>a,r;kLS
T-lallledL Cinoinnati's sales!
Folks in the greater Cincinnati trading area
listen to WKRC in greater numbers
than to any other Cincinnati station.
Local advertisers prefer WKRC because
they know that it sparks sales, both in the
downtown area, as well as the suburban
and small town trading territory adjacent
to metropolitan Cincinnati.
To cultivate this billion dollar Plus market
for retail sales, use the station with the
most listeners all day — WKRC —
the Key station! Get the facts from Katz!
A TAFT STATION • Represented by the Katz Agency
Exclusive CBS Schedule
FOR CINCINNATI— THERE'S ANOTHER
JTHER KEY^ fi
Ken Church. Vice President and National Sales Manage' • Don Chapm Manager. New
York Office 550 Fifth Axe • RADIO CINCINNATI. Inc . owners and operators of WKRC
Radio and WKRC TV in Cincinnati and WTVN Radio and WTVN TV in Columbus. Ohio
SPONSOR
8 DECEMBER 1956
49
#1 IN
TIME
PERIOD
IN
NEW YORK
with
33.2% S.O.A.
Details
upon request
•V, iSS
10 E. 44th St., New York 17, OXford 7-5880
"It's a bit of home decoration
heard about over KRIZ Phoenix.
ft ational and regional spot buys
in work now or recently completed
SPOT BUYS
TV BUYS
TREND OF THE WEEK: More buyers, noting differences in mar-
kets and in local advertising objectives, arc using spots and pro-
grams in combination to solve different problems. Case in point is
Roto-Broil Corp. of America. Long Island Citv. -which has just
started intensive saturation announcement schedule in New York
City but maintains half-hour syndicated film shows in other areas.
New York pre-Christmas schedule on behalf of the rotisserie calls
for 100 announcements weekly, including one- and two-minute films
plus five-minute film show on cooking with company's Roto-
Magician Lester Morris. Three stations are used, in contrast with
other major markets -which have Showtime, U.S.A. or The Gold-
bergs on one outlet. Growth pattern: market-by-market expansion,
although '57 media plans have not been finalized. Agency: Product
Services. New ^ork. Buyer: Les Blumenthal.
Chunky Chocolate Corp., Brooklyn, through Grej Advertising,
New ^ ork. is renewing schedules in its current lineup and adding a
few markets on the basis of availabilities now being checked. Buy-
ing begins in a week, with schedules going on the air early in Janu-
ary. Pattern: Foreign Legionnaire syndicated film show in some
markets. 10-second i.d.s in others, a combination of show and an-
nouncements in still a third set of cities — all designed to reach a
familv audience. Client runs average of 15 announcements weekly,
with schedules on the air 26 weeks out of the vear. Bu\er: Joan
Stark.
Bristol-Myers Co., New \ >>rk. for \ italis hair tonic, is accelerating
frequcm \ . > f its present tv schedule by adding weight in Southwest
market-. \dded commercials: 20-second announcements, will take
the air earlv Januarv for planned 26 weeks. \ italis' usual pattern
is to use spot regionally to handle special sales situation, with bulk
of advertising burden on network vehicles.
ford. Steei- S Shenfield. Buyer: Sam Vitt.
Agency: l)ohert\. Clif-
Block Drug Co., Jersej City, starts in mid-Januar) with two cam-
paigns f"i its Polident cleaning agent and Poli-Grip denture adhe-
sive, both through Grey Advertising. New York. Plans are not final-
ized, although spot tv has been set. Bu\ ing will start late this
month. Current pattern in use of some 50-plus markets for 26-
week campaigns, with continual addition of markets. Buyer: Phil
Branch.
Taylor-Reed Corp., Glenbrook. Conn., for its Cocoa Marsh, plans
to move into New England and East Coast areas market-by-market
from kick-offs in New York and New Haven. Company has used
announcements and programs in combination with affiliated prod-
uct manufacturers and this is first time it - bought a spot tv schedule
completer) on it- own. Pattern: minute participations in children's
shows across the board, with filmed commercials supplementing this
schedule. Second c hoi. e i- Saturdax children's programs. An-
SPONSOR
8 DECEMBER 1956
nouncement frequency varies from three to five per week per sta-
tion, on a 'til-forbid order. Expansion is planned for earl) in the
year. Agency: Hicks & Greist. Buyer: Vincent Daraio.
Sterling Drug, New York, for it- lionized Yeast tablets, extends it-
current spot drive 1 January, expanding from nine to 35 markets
and from a 12-week schedule to 26 weeks. Pattern: tu<> announce-
ments weekly, filmed minutes, nighttime periods with aim for adults
either in early-evening or late-night. All markets are major metro
areas, with allocation dependent on local sales figures. Campaign
will continue through the spring, take a summer hiatus, resume in
the fall. Agency: Thompson-Koch, New York. Buying i- not com-
pleted. Buyer: Robert Hall.
Kasco Mills, Waverly, N. Y.. division of Corn Products Sales Co.,
and its new agency effective 1 January, Donahue & Coe, New York
City, expect to continue with the 1956 spot tv pattern for the first
few months of next year. Agency is now lining up availabilities
for a similar drive, pattern of which is some 60 markets for 39
weeks in a year, not necessarily consecutive. Client aims for women
buyers with its dog food commercials, preferring daytime, early
evening. There will be some shifting of markets and adding of
emphasis in certain areas. '57 buying hasn't been started. Buyer:
Evelyn Lee Jones.
RADIO BUYS
TREND OF THE WEEK: Sponsors are gaining much more saw)
in their use of saturation and backing their ad objectives with suffi-
cient air impact to do the necessary job. Case in point is heavy
saturation buy of Automobile Manufacturers Assn., Detroit, through
Cunningham & Walsh, New York. First National Automobile Show,
replacing the General Motors Motorama and other such events, is
being scheduled — after 14-year hiatus — in .New York's Coliseum for
a week from 8 December. Broadcast pattern for 10 days from 5
December: radio, total of 500 announcements, e.t. minutes, 20's and
8's, on nine stations in family listening periods, nighttime weekend-:
tv. 75 20-second film commercials on seven stations at same times.
Bu\er: Jerry Sprague.
National Home Study School, New York, which offers a high
school correspondence course, is expanding with spot programs and
announcements in scattered cities, largely in the East thus far. Cur-
rent buy: its own weekly 15-minute show, a commentary with Sidne)
Walton, on 29 stations (including 26-station Yankee Network), and
announcement schedules on radio in six markets and on tv in one.
Radio expansion is planned for the first of the year. AgeiK \ : \\ il-
liam Warren, Jackson & Delaney, New York. Buyer: Harry Alleva.
RADIO AND TV BUYS
Jacob Ruppert, New York brewer of Knickerbocker beer, and its
agency. Warwick & Legler, same city, are mulling '57 budget and
media plans. There's a strong likelihood that client will continue
with its stress on spot radio and tv in New England, upper New ^ ork
and Eastern Pennsylvania areas. Pattern is announcements on from
70 to 100 radio stations, with a power station supported 1>\ main
smaller outlets; all tv stations in New England. Knickerbocker buys
baseball on tv in New York City. Buyer: Joseph Hudack. Decisions
should be final by 1 January.
STEftMIM
Since the sternwheelers first
opened our Ohio River Valley to
large-scale trade, this region has
constantly steamed ahead to
greater industrial records.
Today, its array of manufactur-
ing is the most vast in America
... a solid head-of-steam typified
by our own doorstep counties of
Cabell and Kanawha (the Hunt-
ington-Charleston area) where —
say preliminary reports of the
new U. S. Census of Manufac-
tures — the value of industry
alone is up 55% since 1947,
currently over one billion dollars!
This is only part of what you can
command with WSAZ-TV. Sur-
rounding our near-quarter-mile-
high tower lies America's 23rd
television market — four states
wide, four billion dollars deep in
buying potential. You leave a
smart wake when you sail aboard
WSAZ-TV. Any Katz office can
make out a profitable bill of lad-
ing for you.
HU/NTI/NGTO/N-CHARLESTON, W. VA.
IT.B.C. ITETWOEK
Affiliated with Radio Stations
WSAZ, Huntington & WGKV. Charleston
LAWRENCE H. ROGERS, PRESIDENT
Represented by The Katz Agency
SPONSOR
8 DECEMBER 1956
".I
11
Capsule case histories of successful
local and regional television campaigns
TV RESULTS
NEW CARS
SPONSOR: Anthony Abraham Chevrolet Co. AGENCY: Direct
Capsule case history: Maintaining maximum showroom
traffic is of the utmost importance to new car dealers be-
cause those who come to look at new cars are the dealers'
prime prospects. The Anthony Abraham Chevrolet Co. was
eager to obtain the largest possible turnout of potential new
car buyers for the showing of the 1957 Chevrolet. A tele-
vision campaign was run on WITV, Channel 17, consisting
of teaser spots for two weekends; participations were bought
in two feature movies and in one half-hour show the week-
end that the '57 model went on display. Programs used on
this ulif outlet were Double "A" Theatre and Mr. and Mrs.
North. Tbough the tv campaign was brief, its effect was
gratifying. More than 15.000 people viewed the new 1957
Chevrolet and, within three days, 76 orders for new cars
were placed. The Chevrolet Division of General Motors in
Atlanta was so impressed by the number of people attend-
ing the showing that they requested an outline of the spon-
sor's technique for attracting showroom traffic. The cost
of the announcement campaign was approximately $600.
WITV, Miami
PROGRAM: Announcements & Participations,
Double "A" Theatre & Mr. & Mrs. North
APPLIANCES
SPONSOR: Ernst Hardware AGENCY: Romig Fuller
Capsule case history: The experience of Ernst Hard-
ware, appliance dealer, is an indication of the possibilities
of the brief, well-timed television campaign. Just a few
commercial announcements on KOMO-TX brought Ernst a
sell-out of one expensive item and a sharp increase in the
sales of another. Twenty-five units of a carload shipment
of Hotpoint ranges were sold before the seal on the railroad
car had even been broken. The sponsor bought participa-
tions in the weather segment of KOMO-TV's news program.
Deadline. During the first four days of the ad campaign,
Ernst Hardware made a special purchase of a carload lot
of Hotpoint ranges. After only two participating announce-
ments, 25 of the ranges were gone. The entire remainder of
the shipment was sold on the following day. Advertisements
for another item on the same show also brought about sales
gains for the sponsor. The Shop Smith with jointer and
jigsaw was advertised at $289.95. On the day after the
broadcast. 16 Shop Smiths were sold. Live announcements
and displays were used. Cost: $75 per announcement.
KOMO-TV, Seattle PROGRAM: Deadline, participations
FOOD
SPONSOR: Jones' Spudnut Shop AGENCY: Direct
Capsule case history: People drive as far as 35 miles
for these novel potato snacks at Jones Spudnut Shop in
Zanesville, Ohio, according to Warde Q. Butler. Jr., com-
mercial representative for WHIZ-TV. Reason, he said, is
that WHIZ-TV viewers are attracted by the live announce-
ments featured on the station, during which the announcer
talks about Spudnuts while enjoying one in front of the
camera.-. Although the client's objective in going into tv
was t" in' icase his over-the-counter sales, wholesale receipts
have increased proportionately too. The Spudnut Shop
begati participating in tv with just a single one-minute
announcement broadcast on Sunday evenings. In a few
weeks Sunday evening business increased from between 25
and 30 do/en sales to between 90 and 100 dozen. Accord-
ing to the ' lient. Sundav evening lines form in front of his
simp minutes after the commercial is aired. In addition the
total week- business has tripled. The original minute has
been expanded to another mid-week announcement plus co-
Bponsorship of the weeklj half-hour Gu) Lombardo Slum.
WHIZ-TV, Zanesville, Ohio PROGRAM: \nnouncementa
K (,m Lombardo Shou
FARM CHEMICALS
SPONSOR: Norkem Yakima, Inc. AGENCY: Direct
Capsule case history: As producers of agricultural chem-
icals, Norkem- Yakima Chemical Co. was faced with a prob-
lem common to competitors in the field. And that's finding
a means of familiarizing their customers with an enormous
variety of products with complicated names such as maleic
hydrazide. Norkem-Yakima turned to television for a solu-
tion and the results have been impressive. In the two-vear
period since they began sponsoring a television program on
KIMA-TV. the company has boosted its gross sales from
$275,000 annually to approximately $420,000 annually for
1950. Though the use of television has resulted in a 50%
average increase in business over the two v ears, in one area
business increased 300% and in another area sales rolled
up a 600% increase. The program used a five-minute
Weather Report which rims once a week. Displav materials
are utilized to full advantage and a "weatherman" announc-
er delivers commercials pitched directlv at the fartner-con-
sumer. The cost of this campaign for the two vears has
been $7.2(to. <mlv 5',' of the $145,000 increase in volume.
KIMA-TV, Yakima. Wash. PROGH \M: Weather Report
52
SPONSOR
8 DECEMBER 1956
ER ASKS
"Can KTRK-TV handle live production?"
A GOOD QUESTION that every smart timebuyer
must cover on every station he buys. He knows
that an accurate measure of a station's general
effectiveness lies in its "production reliability."
Benton & Bowles timebuyer Michael Donovan,
right, gets the KTRK-TV story from Jack Peterson
of the George P. Hollingbery Company.
The big studios with "Hying sets" spaced progressively
in the production time schedule are a model of
smooth efficiency, and the public knows they arc
watching the best when they see the friendly family
station man put the smile into his "sell." Complete
"production reliability" helps to make KTRK-TV
the best television buy in Houston.
KTRK-TV production has handled everything from live
local spots to the origination of the Lawrence Welk show
for the ABC network. A six camera station with a scafl
ih.it kunus how to use them, KTRK-TV offers the finest
facilities and smart, alert technicians and talent — just the
right combination of experienced "old pros' and well-
trained, eager, imaginative youngsters.
KTRK-TV
THE CHRONICLE STATION, CHANNEL 13, P O BOX 12. HOUSTON 1, TEXAS-ABC BASIC
HOUSTON CONSOLIDATED TELEVISION CO
General Manager, Willard E. Walbridge
Commercial Manager, Bill Bennett
NATIONAL REPRESENTATIVES:
GEO. P. HOLLINGBERY COMPANY, 500 Fifth Avenue, New York 36, New York
SPONSOR
8 DECEMBER 1956
53
Digest of the week's developments
in advertising and the air media
WRAP-UP
ADVERTISERS
Advertiser finds
farm tv information lacking
Dr. \. I.. Andrews, advertising man-
age) l"i Hess & Clark, in an address
before the National Association of
relevision and Radio Farm Directors,
pointed to the lack of information
available <>n the farm tv audience.
In a recent attempt to explore this
field Hess Si Clark along with its agen-
cy, Klau-Van Pietersom-Dunlap, found
little O] no information on farm buy-
ing lial»its. success stories or proof of
farm viewership. The agency, a lead-
er in the farm field, reports only four
i\ station reps have approached them
to sell a farm tv show .
Believing in farm t\. Iles> & ('lark
conducted a test in two Midwest dairy
markets. On one station they used
spots at 10 p.m. and on the other dur-
ing the noon farm show. A free offei
brought 837 requests from the night-
time spots and 485 from those given in
the noon show. A follow-up question-
naire brought out these facts:
1. While farm viewers watch l\ for
entertainment (like everyone else),
they have a high interest in news and
weather.
2. The) also have a high interest in
farm programing when provided, and
there is as high a listenership for the
noon farm programs as for the peak
evening hours.
3. There is a high recognition of
farm personality (tv-radio farm direc-
tor.)
4. Use of tv makes a definite im-
pression on dealer-.
Another highlight of the NATRFD
meet was election of officers. Jack
Tin ns. K.WK.II. Shreveport. new
president; Wes Sevier. WIBW, Tope-
ka. v.p.; and Don Tuttle, WGY, ^che-
neciadv . secretary -treasurer.
Philip Morris to send
out country music road show
Philip Morris will cover the South
with a traveling country music show
after the first of the year. The musi-
cal caravan will have a network radio
show s<nd-off and then weekly region-
al broadcasts are planned to supple-
ment the road show. The country mu-
sic caravan plans to visit a differenl
city each day. No admission will be
charged.
Before and during the war Coca-
Cola used traveling bands at various
factories and installations and followed
up with network radio pick-ups.
The American Toy Promotion
will increase its ad program for 1957
with the addition of five new Iv mar-
kets. . . . Revlon will launch a line
of men's toiletries in 1957. George
.1. Abrams. v.p., also announced that
Kev Ion's expected 1956 volume would
be $85,000,000, or 63$ above lasl
year. He credits new products, pack-
aging and broadening of markets. . . .
AGENCIES
Eight new account
assignments at BBDO
\\ ith eight new account assignments
announced at BBDO, the line-up now
reads like this:
Nelson Gross, new account super-
visor for Revlon Satin Set and Touch
and Glow powder and liquid makeup.
Martin S. Fliesler, account executive
lor Revlon Nail Enamel. Sanford
Buchsbaum. account executive for Rev-
lon Satin Set. Harvey Comita, assist-
ant account executive, marketing and
research for Revlon.
Stanlev A. Bogan. account execu-
tive for Penick & Ford. Martin Devine.
account executive for Bristol-Myers.
Paul Smith, account executive on the
"'Live Belter Electrically" campaign.
Grey stages tv party
for new Dan River fabric
following its practice of unusual
product promotions for its clients,
Crev recent l\ staged a luncheon on
DuMont's Virginia Graham Shoiv to
introduce Dan Rivei Mills' new Twin
Wonder cottons. Precedent was estab-
lished lasl veai with a similar intro-
AGENCIES: < ■<■ , \dvertisir tagi a t\
pai i\ in trod in ing n< I Ian Rivei I w in W on
dei r.iiic.n- on I irginia Graham Show, W VBD
RADIO STATIONS: Boston's W 111)11 has
hotel suite number mati fiinj Frequency Foi
N.Y. promotion (Sei 10-Second Spots, p. 72)
TV STATION: \\ l< I l\ and WIKK (radio)
of Erie, Penna. combined foi '>n the-spol
coveragi ol recenl stoi m emi i gene] nev -
■ 1
SPONSOR
8 DECEMBER 1 ')."><•
I
WEBC RADIO
Leads All Other
Duluth Superior Stations!
First in Audience (See Hooper)
First in Coverage (5000 W)
First on your Dial (560 KC)
First in Radio (Est. 1924)
TIME
WEBC
STA. B
STA. C
7:00 A.M. -12:00 Noon
47.0
42.3
9.7
12:00 Noon-6:00 P.M.
50.9
35.5
8.4
HOOPER RATINGS — July-August, 1956
IWT . . IN THE DULUTH AND
"^ SUPERIOR MARKET AREA!
NBC
ARROWHEAD
DULUTH, MINNESOTA
Represented by Geo. P. Hollingbery Co.
RADIO IS OUR ONLY BUSINESS!
duction <m the same show for Mennen.
\t the latest luncheon show model-
in" twins were used to show fabrics to
a "jury" of 200 press representative-.
Dan River currently advertise- on
local tv show- spotted throughout the
country and is planning to expand.
New agenc) appointments: Ethel
t orp. will switch from BBDO to Young
& Rubicam as of 1 January. Switch
was forecast in SPONSOR issue of 17
September. . . . Greyhound, which has
been with Beaumont & Hohman for
• lose to 30 years, has appointed Grej
Advertising new agency as of 1 March.
. . . Corn Products has added Kasco
Dog Food to products handled b)
Donahue & Coe. . . . Monarch Brewing
has appointed Beaumont & Hohman.
. . . I lam Mills has appointed Henrv
Senne Advertising to handle the na-
tional campaign for cereals and flours.
Plans are to use tv, radio and news-
papers. . . . Beaudry Bros. Candy has
tppointed Calkins & Reichenhach to
handle its account. \ regional test of
radio is being started in California and
Vrizona.
REPS
Katz innovations
save time for buyers
The Katz Agency, Inc., New x ork.
ha- sent a spot tv advertising cost
summary to agencies which will save
timebuycrs main hours of work. In
addition to standard cost data, the
summarj includes a series of formulas
for estimating spot t\ cost budgets.
The formula- enable media depart-
ments to estimate a variety of spot
i ampaigns and to make more accurate
comparisons between spol and network
usts.
Estimating formulas indicate: (1)
iverage discounts at various frequen-
ce based on the number of unit- in
tin contract year (for programs and
mnouncements as well as for night and
daytime); f2| average discounts
based on package plans; (3) ratios of
das time and late-night rates to night-
time, and relationships anions various
time unit-.
fn addition. Katz's M. S. Kellner,
radio -ale- manager, has instituted a
time-saving plan which he recommends
to ad agent ies as a solution to the
problem of meeting- w hi< li < on-ume
-.i much lime in a dav and constricl
i In- time a\ ailable f"i i reath e buying
5ponsor-S( opi . I 7 Novembei
L956). Kellner has eliminated all
during-business-hour meetings.
Instead, regular twice-monthlv meet-
ings are held on Mondays at 5:15.
Conferences are relieved of the usual
pressured atmosphere of itelephone in-
terruptions. Similarly, client meeting-
are scheduled for the close of the day
whenever possible.
TvB has renewed its contract w ith
Rorabaugh for a five-year period.
Rorabaugh supplies the data for the
Bureau's quarterly spot tv expenditure
reports. . . . New research consult-
ing service for stations has been set
up by Charles H. Smith, present re-
search director for WCCO AM-TV,
Minneapolis-St. Paul. Firm will pro-
vide stations with equivalent of their
own research department and will
headquarter in Minneapolis.
"Single contract"" convenience for
spot buyers placing schedules in the
Dallas-Ft. Worth market is now of-
fered by two stations. WRR, Dallas,
and KNOL, Ft. Worth have a combi-
nation rate for national advertisers,
along with appropriate discounts.
Avery-Knodel, Inc., represents the
combination.
TV STATIONS
Over 20,000 protest
deintermixture proposal
FCC has received petitions with over
20,000 signatures opposing deinter-
mixture for Madison. \\ is. \t present
four television stations are operating
in the city — three uhf and one vhf. In
addition to the petitions, official resolu-
tions from cil\ organizations and civic
groups asking for continuation of the
vhf outlet have been filed.
Uhf stations include: WMTV and
\\ k< )\\ I \ . both commercial; as well
as WHA-TV, educational. All three
have been on the air for several years.
\\ ISC-TV, the vhf station, has been in
operation since June id llii- vear.
WBZ-TV summer promotion
pushes sales up 56% over '55
This year's hard-hitting summei
campaign hv Boston's \\ BZ-T\ result-
ed in a -ales increase of ">()' , over
summer 1955.
I he promotion was launched in
June u ith a paitv Foi S] SOTS and ad-
vertising people. Second step was a
monthly contest for the stations sales
personnel. Then a "boodle battle" for
employees with prizes given for pro-
graming ideas. On view promotions
included: "BeeZee." station symbol to
keep viewers up to date on program
happenings: musical jingles for sta-
tion information: new station i.d.'s
earning inclines of New Kngland
landmarks.
WCBS-TV, New York is cancelling
a network show to present a half-hour
preview of films to be shown on its
Early Show and Laic Show programs.
... At WBKB-TV, Chicago, Celeste
Holm is making personal appearances
to promote Movietime U.S.A.
WBC radio and tv sales hit rec-
ord mark in October. Radio sales
were 11.6% above the previous all-
lime high month (which was wav back
in March 1948.) Tv sales were 4.(>' -
over October 1955. the previous high-
est month. . . . WICU-TY and WTKK
kept a 78-hour alert going during the
recent Erie snow storm; station simul-
casted almost 11 hours of public serv-
ice announcements, relav ing an esti-
mated 15,000 phone messages to storm
bound listeners and viewers.
Brochures mailed from Paris
and Seville make up a (lever promo-
tion idea coming from \\ Ml - 1 \ . Ce-
dar Rapids. The piece mailed in
France extolls the Kiffel Tower on its
cover leading into a pitch for the Iowa
station i which has an impressive tower
of its own I . The mailing piece from
Spain also uses an historic landmark
of that countrv as a lead-in. . . . Mer-
chandising idea from \\T\J. Miami:
the station had a special edition of a
local paper printed headlining Dandee
Bread's sponsorship of Ralph Renick
news show. Bakcrv truck drivers then
delivered the "extra"' to food markets
and bakeries. ... A thermometer
from WNBQ, Chicago, remind- ol
the \\ indv City's fa-t temperature
change- and the station's "Big Change"
in programing. . . . WBAL-TV'fi
Richard l>i\. who is Officer Happj on
a local kid show, ha- ju-l cut a chil-
dren's record i" be merchandized
through ding stores and super mar-
kets. . . ■ William Small, news direc-
t.n at \\ II \S-T\ . I.ouisv illc. also di-
versifying hi- talent- has lUSl puh-
56
SI'ONM)!!
8 DECEMBER 1956
lished a children's book titled "Mar)
Jane Ellen McCling." Il s a charming
fable about a little girl who collects
string.
RADIO STATIONS
WQXR marks 20th year
using music-news format
Current radio rage, music-and-news.
has been WQXR's regular programing
policy since its bejiinnini: 20 wars ajio.
Celebrating its anni\ersar\ this week.
the New York station has grown from
a 12-advertiser station in 1936 to a
full-scale commercial enterprise. At
present the ani-fm independent ^et>
75% of its business from national ad-
vertisers, 25 c/i from local.
WQXR is proud of its rigid ad code
and still adheres to its ban on singing
commercials established 12 years ago.
Elliott M. Sanger, one of the orig-
inal founders and present v. p. -general
manager, believes specialization makes
for successful broadcasting. Apparent-
ly the philosophy has paid out.
WQXR's 1956 sales rank it among the
top 25% of radio stations.
Over 80 staff members of Baha-
kel stations will meet in Roanoke next
week for a two-day confab on pro-
graming and business methods. Stations
represented include WRIS, Roanoke:
WWDO, Lynchburg, Va.; WklY
Kingsport, Term.; WLBJ. Bowling
Green, Ky.; WPLH, Huntington, W.
Va.; WABG. Greenwood, Miss.; and
\\ KOZ, Kosciusko, Miss. . . .
100% increase in national busi-
ness this year for WILY, Pittsburgh,
indicates "more and more national ad-
vertisers are becoming aware of the
potency of Negro radio," according to
Ernie Tannen. v. p. and general mana-
ger. . . . "Prescription for Puwols-
selas" (spell it backwards) — KELO.
Sioux Falls, promotion idea uses medi-
cal-type capsule containing informa-
tion on new tower and greater cover-
age benefits. . . .
COMMERCIALS
Tips on commercials
slanted for grade school kids
The Institute for Motivational Re-
search in its December edition of "Mo-
tivations" continues its study of the
customer in various age groups. The
current analvsis covers children ages
eight to 13 and presents the following
tv tips:
1. Because tin i- .in age span of
group actb it) . it is of little value to
sell kids on being "the first" t" i "Mr. i
cereal oi othei package premiums.
I he Institute suggests it is bettei t"
show children plaj ing n ith tin- premi-
um and in this waj stimulate interesl
of the group "leaders."
2. Because the make-believe w • • > l< 1
■ >l children in this age group ha- its
own reality, the kid- recognize "pho-
ny" pretending. \ pretend COWDO)
has to be a cowbo) reallv live the
part and not pretend to be "playing
like." rhe Institute states: 'Both
adult- and children in t\ ads fail mis-
ri ahU on this si i
Because l>o\s ol tin- age are al-
read) anxious ovei theii abilities in
spoi I-. commen ials thai in< rease thru
anxiet) bj prodding them to be cham-
pions do not w in loyalt) to a produ i
,i- well as those that ar< more "com-
fortable ami friendl) ."
I. \nd because little gii I- are just
thai little girls i ommercials gloi i-
l\ ing baseball champions and air fora
pilots have no interest to them whatso
8,079 FARMERS
wrote to WIBW in one week
In response to a Safety Week program on WIBW,
8,079 farm homes in Kansas, Missouri, Iowa, and
Oklahoma wrote us requesting safety flags for their
trucks . . . just one more in a long series of proofs
that WIBW DELIVERS THE FARM MARKET.
TOPEKA, KANSAS
Ben Ludy, Gen. Mgr.
WIBW & WIBW-TV
In Topeka
Rep: Capper Publications, Inc.
Our 30th Year
SPONSOR
8 DKCEMBER 1956
57
ever and are almost completely ig-
nored.
Mitch Miller's tips on musical
commercials include the observation
that "an appealing spot must have all
the appeal of a good pop record." His
and don'ts ;u\i\ up this waj :
Do — keep It simple, make it color-
ful, make the music add to over-all
effect and emotional impact.
Don't -overload with facts, and
don't take the excitement out of the
final performance b) over-regulating
the perfoi mers.
Robert <^. Lewis in a recent talk
before the Boston Advertising (Huh
(ailed di-k jockeys and radio-tv per-
sonalities "star salesmen" and stated
l hat as such the) should really know
(heii i n < .< I ii < t - . Lewis lielieves air
-ale-men should see the product in its
manufacturing stages, visit stores
where it is sold, talk to consumers.
Rayco auto seat covers win re-
cently used as basis for a "Little
llllllllllllllllllllllllllllllllllllllllll
Iodine' cartoon strip. . . . One-min-
ute spectaculars with dancing girls,
choreograph) and hard-sell cop) won
the Advertising Association of the
West's Certificate of \ward for the
Lest one-minute local film commercial
for KTVT. Salt Lake City. . . . Du
Mont's Electronicam Film System
has been leased b) Signal Productions,
\ew ^ oik. Signal is first firm to take
advantage of plan that makes equip-
ment available in the producer's own
studio.
NETWORKS
Shriner cancellation
drops variety shows to 1 1
CBS TV's Herb Shriner Slum i- the
second major nighttime program to
fall h\ the wayside this season. Shrin-
er joins NBC's \\ alter \\ inched on the
tv casualt) list to make a score of two
down in the variet\ show category.
Only 11 weekly-scheduled variet)
-how- remain in network program
schedules.
The Shriner Shou will he replaced
by a new quiz, Nothing Hut the Truth.
starting I!! December. Pharmaceuti-
cals will continue to sponsor the Tues-
day 9 to 9:30 slot. CBS will work on
a new program format for Shriner.
Color radio i- the I heme for ABC
merchandising mailing in behalf of
Bark &. Tilford which sponsors seg-
ments of // hen (i (,'/// Marries and
Whispering Streets on the network.
The color tie-in: colorful stories on the
air and the sponsoi - product. 1 intex.
. . . Carter Products has signed for
the Tuesda) evening segment of the
NBC Tl Sews -how giving it SRO
-lain- until the first of the year. In
Januar) the 7:45-8 p.m. new- show
adds American Can Co. as alternate
Monday segment sponsor leaving onl\
one alternate segment open each week.
Mermen will use new "Lady-
In-Waiting" copy theme on tv
Mennen will use it- "early bird" ad
approach on NBC TV's Robert Mont-
gomery Presents program when it
starts sponsorship on 28 January. The
new slant in advertising is geared to
sell Mennen's Lain products to expec-
NCS BRINGS RATING PROJECTION HEADACHE TO FORE
\n effort is underway to revive the
SRA formula for projecting radio rat-
in--, usuall) given for metropolitan
area- only, to the station's full audi-
ence.
The problem ol projecting ratings
has been a perennial one but interest
in the subject has been revived with
the appearance ol up-to-date cover-
age data provided b) Nielsen Coverage
Sen ice No. 2.
\ thorough airing of the problem
was held al the radio workshop of
\l!l - second annual conference at
New ^ in k City's I lotel Embassador
2(J November. \\ . Ward Dorrell, head
of research al the Blair station rep
In in. brought up the Nl« \ formula af-
tei .i numbei ol speakers pinpointed
the difficult) ol finding out w hat a sta-
l ion - total audience was. \ numbei ol
those attending the workshop ex-
pressed interest in the bu inula.
I he SRA loi inula work- at Follows:
suppose a station iii a "home count)
of 100,000 home- shows a program
rating ol 5, or 5,000 home-. Assuming
the station has a regular NCS audi-
ence in that home count) ol 50,000
homes, the station would be assigned
a "correction factor" of 10 (50,000
homes divided bv 5.001) homes reached
b) the program). The station is then
credited with JO'* of all its regularly-
leached home-. In other words, it is
assumed thai the same -haie of a sta-
tion- regular NCS audience listens to
a program bevond the home count) as
in the home county. (For a fuller ex-
planation, see "Needed: a wav to pro-
ject ratings," sponsor, L8 \lav L953. i
\\ bile il i> understood that a radio
station ma) attract greater listening
be) ond the met ropolitan area i where
SRA radio audience projection
formula may be revived
tv penetration mav be less I . SUV has
laken the position that this formula is
the "least bad" of the man) projection
formulas thai have been used in past
years.
George Blechta. A. C. Nielsen v. p.
who attended the workshop, main-
tained that the Nielsen Station Index,
which gives total station audience fig-
me-, makes the formula unnecessary.
The gist of answers to Blechta was that
(1) NS1 onlv cover- a limited numbei
of markets. (2) inaiiv stations "don t
like" NSI, (3) the -ample outside NS1
area- is too small to pick up an accu-
rate indication ol station audiences.
\ numbei ol those attending the
intimate work-hop session, which wa-
led bv Samuel Thurm. media direct 01
ol Lever Bros., expressed dissatisfai
lion with the currenl state of radio
research and there was frequent ref-
erence to the need for qualitative re-
search.
Another tv workshop speaker. Bud
Sherak. KM research director, warned
against the biases id promotional re-
search, lie said that, "Aparl from in-
stituting a systematic program ol re-
search evaluation, one other thing that
might be done ... is to appeal to the
indiistrv to curb -oine of the less dis-
ciplined promotional research activ-
ity." ^
58
SI'OVSOH
i! in a i:\iiikh 1T>(>
taul mothers. Color commercials will
feature a "Lady-in-Waiting" tastefull)
land expensively) rallied in high fash-
ion maternity clothes. l>acki:round
music for the commercials is from new
album titled "Music foi Expectant
Mothers."
"Operation Impact" —
Keystone's low-cost plan
Keystone has come up with a new
sales plan, "Operation Impact." offer-
ing saturation at what the broadcast-
ing company calls "the lowest cost in
radio histon ."'
The plan uses 200 selected Keystone
alliliates. Advertiser gets 15.7 million
unduplicated radio homes at cost-per-
L000 of 32^.
With 15 brand identification spots
(up to 20 words) per week allotted,
cost-per-announcement works out this
wax : 13 weeks of 15 announcements
per week on 200 stations costs $37,050
or 95^ for each spot. (On a 52-week
ktsis it's 85^ per spot, i
FILM
Feature film headache:
Who gets the cream?
The question of how to get the most
mileage out of feature film packages —
a problem that arises out of the range
in quality of films within each pack-
age —is occupy itiii the attention of sta-
tions and advertisers alike.
I he problem is much more serious
than in case of syndicated series where
level of quality is fairK even.
Sponsors interested in full-length
bins rather than participations are
naturally keen on culling the cream off
the package without going overboard
on the price paid. On the other hand,
stations want to spread their cream
features around so that thev are nol
confined to one show or a short span
ol time. One station manager said
that a top-rated feature film strip need-
two top features a week to keep up the
ratings.
At WFIL-TV, Philadelphia, one of
the four Triangle stations bought I'm
Bristol-Myers (the firm will sponsor
mostly MGM features with a smatter-
ing of 20th Century and RKO prod-
uct I . programing executives have tak-
en their 1,800-picture hacking and
broken it down into quality categories.
Each category has a set price on a per-
feature basis. This reportedl) rai
from $500 per for run-of-the-mill prod.
net to $5,000 l"i Vcadem) Ward w in-
ners.
Guild Films reports a group of vet-
eran t\ writers have been signed to
prepare si i ipts Foi ( aptain David
Grief, series based on Jack London's
South Sea tales. I he w i iters include
\1>I>\ Mann, William Utman and Don
Ettlinger. . . . Bernard L. Schubert,
Inc., has grossed s25(UH)0 so far with
its newest property . Ti Hauler's Di-
gest. Schuberl expects another $350,-
000 in sale- during the nexl Fev week-.
Marking the first tie-up between
Ziv T\ and a major recording firm for
a theme production, the theme music
of Highway Patrol has been recorded
l'\ Cyril Stapleton for the London la-
bel. . . . Trans-Lux Tv Corp. an-
nounces the sale of Christmas film
packages (containing lour show- in a
three-year lease) to eight stations.
Richard Carlton, sales v. p.. experts an-
other 20-25 station- will sign before
15 Decembei .
STOCK MARKET
follow in- stocks in air media and
related held- will be listed each issue
h iih quotaiimi- foi I ui -d.i\ this week
and Tuesday the week before. Quota-
tion- supplied bj \l<-iiill Lynch,
Pierce, Fennel and Beane.
1 in-.
N. i
Stock
.'7 Nov.
1 Dec.
'
\ etc
York ^
Exchi
\l; l'l
'.
MM
168
170
+ 2
\m ,,
6%
:>T-
Va
1 BS "A"
+ %
( lolumbia Pi< .
18%
18%
+ %
1 • >. \\ -
i::;,
19%
+ %
Paramount
28%
+ %
R( \
36
35%
- V*
Ston i
25%
25%
20th-l ox
24
-1
Warner Bros.
'i
Westin
51%
r,!7-
'-
I . in an Stock
Ext ho
\ Hi. .I Vrtists
1
1
i &< Supe:
1%
1%
+ %
CroweU 1 ollii
I'j
1%
- :!s
Du Monl 1 ab
5
t7-
'-
Guild Films
3
1>;: ,
Va
\T\
8%
8%
- Va
PWM
mm S
n>
Years ago Oklahomans got their news from smoke
signals! Today the KRMG Newsmobile takes them to
the scene of action . . . broadcasts news while it is
happening. Ask your Blair man why KRMG is out in
front, and the Tulsa Station for you!
740 KC
50,000 WATTS
tf#/Pf&
TULSA
OKLAHOMA
SPONSOR
8 DECEMBER L956
V)
suet* *N,||»4.
4F
C'
"N
i
just out The latest edition
The Katz Agency's Spot TV
Advertising Cost Stmmary.
Contains formulas for estimating
Spot TV budgets . . . nighttime,
daytime and late night rates for
most frequently sought time
periods in 235 TV markets.
Limited number of copies
ivailable.
>>3
The Katz Agency, Inc. jd
National Advertising Representatives
All Madison Avenue, New York 22, N. Y. • PLaza 9-4460
If fiat's happening in Government
that affects advertisers and agencies
WASHINGTON WEEK
8c^?ghtM.B9LR The JU8tice Department's suit this week against RCA and NBC is believed to
sponsor publications inc. be only the opening round in a series of court actions over television trade
practices.
The FBI is busy questioning agencies and advertisers on discount structure and other
network practices.
Indications are that the Justice Department will hie again against NBC, and others,
during the next six months in a suing spree on the industry.
In part, the complaint against RCA-NBC, filed in Philadelphia, charges
• That in the exchange of WTAM and WNBK-TY, Cleveland, for Westinghouse's WPTZ
and KYW, Philadelphia, RCA-NBC carried out "an unlawful combination and conspiracy in
restraint of trade."
• That NBC effected this exchange by threatening to cancel Westinghouse's network affilia-
tions of stations in Boston and Philadelphia and to withhold affiliations from stations W est-
inghouse might later acquire.
RCA-NBC in a press statement contended that the suit resulted from jurisdictional dis-
pute between two Government agencies, the Justice Department and the FCC. The FCC
approved the exchange of stations in December, 1955.
Contrary to reports published in 1 December \\ ashington Week of tardiness in getting
action on the FCC's crash program to aid uhf, the fact is that the industry project backed
by five organizations which together compose the Television Aflocation Study Organization
(TASO) is picking up momentum.
Dr. George R. Town has been named managing director of TASO, whose member or-
ganizations are: AMST, comprising vhi as well as uhf maximum power stations; NARTB;
JCET; RETMA; and Committee ofr Competitive Television.
Dr. f own is meeting next week with TASO to complete the budget and finalize basic
planning.
Town comes from Jowa State College. He was formerly associate director of engineering
research at Stromberg Carlson.
Meantime, AMST has bought two complete units for field intensity measurements in 33
markets during next 12 months.
The 3 December deadline for the filing of arguments with the FCC on the pro-
posal to deinterniix certain selected markets brought lew surprises in the petitions :
• Some established vhf stations which would get more v service didn't like the idea at all.
• Uhf's in the selected markets cheered the proposals, hopeful they would get first crack
at these new v assignments.
• Holders of permits for v's which would be canceled if the assignments were replaced
with u's were quite perturbed.
Representatives of the public in areas where u's would be substituted for v's claimed,
in the words of one petition, that they would be made "second-class television citizens."
Meanwhile, the FCC was giving ample evidence it intends to proceed speedily on
these proposals.
The Commission turned down all petitions for reconsideration and cancellation of pro-
ceedings and — what is more surprising — even rejected all requests for extension of time.
SPONSOR • 8 DECEMBER 1956 61
TRIANGLE STATIONS
Delivering
Audiences
Sources: ARB, Philadelphia, December 1955-October 1956 /ARB, New Haven, January 1956/ARB,
Altoona, March 1956 Coverage Study /Television Magazine, December 1955/ SRDS,
December 1955/Telepulse, November- December 1955
j
TRIANOLE ST#
WFIL -TV
Basic ABC
NUMBER ONE— 2-11 PM, Monday through Friday, the
heart of the TV day. For 1 1 consecutive months . . . FIRST
20.6% more than station B, 139.2% more than station C.
Channel 6. BLAIR-TV
WNHC-TV
Basic ABC
+ CBS
WFBG-TV
Basic CBS
+ ABC, NBC
WNBF-TV
Basic CBS
+ ABC, NBC
NUMBER ONE — more audience at lower cost per 1000
than the next five stations combined. FIRST 84.2% of
the time. Channel 8. KATZ
NUMBER ONE — 76,701 more Television homes in
combination with Pittsburgh than any other station
combination in the area. Channel 10. BLAIR-TV
NUMBER ONE — more audience at lower cost per 1000
than any station in Baltimore, Kansas City, Milwaukee,
Minneapolis-St. Paul and other major markets.
Channel 12. BLAIR-TV
TRIANGLE STATIONS
WFIL-TY
PHILADELPHIA, PENNSYLVANIA
WNBF-TV
BINGH AMTON, NEW YORK
WFBG-TV
ALTO ON A, PENNSYLVANIA
WNHC-TV
NEW HAVEN-HARTFORD, CONN.
operated by: Radio and Television Dlv. / Triangle Publications, Inc. / 46th & Market Sts., Philadelphia 39, Pa.
WFIL-AMi FM«TV, Philadelphia, Pa./WNBF-AM»FM«TV, Blnghamton, N. Y.
WHGB-AM, Harrlsburg, Pa. / WFBG-AM • TV, Altoona, Pa. / WNHC-AM • FM • TV, New Haven-Hartford. Conn.
National Sales Office, 2 7 O Park Avenue, New York 17, New York
A roundup of trade talk,
trends and tips for admen
SPONSOR HEARS
8 DECEMBER P & G faces the loss of another key executive in its programing setup — prob-
Copyrloht 1956 . . , , ' r ° ° r r
sponsor publications inc. ably around March.
This one is largely for personal reasons; lie is looking forward to settling down in
Hollywood.
Bill Craig, P & G's No. 2 man on programing, left recently to join the William Morris
office.
Here's an anniversary worth noting: It's just 25 years ago that Irna Phillips (with
Ireene Wicker as the lead) introduced the first major soap opera — Painted
Dreams — on WGN, Chicago.
Not long afterward Goodman and Jane Ace showed up from Kansas City at the same
-lation with the first comedy situation serial — Easy Aces.
Miss Phillips still reigns as "Queen of the Soap Opera," and Ace is top writer on the
Perry Como Show.
White Owl is switching to a second-run film anthology policy and a spot cam-
paign in areas where cigar smoking is heaviest.
The schedule will include about 35 markets.
At Y & R, John Clark is the account man and Joe Lincoln the timebuyer.
Toni's president, R. N. W. (Nieson) Harris, is regarded by his various agen-
cies as a demon for negotiation.
Nothing in business apparently gives him a bigger kick than to swing a deal, whether
for time or talent, and then confront his agencies with it as a closed case.
The thrill he gets out of negotiation dates back to the formative stages of Toni
in Minneapolis when every buck or competitive advantage counted heavily in getting tbe
project over the hump.
As a division of Gillette, Toni's gross revenue is over the $100-million-mark, and its
ad billings top $12-million.
Younger, aggressive executives find pension plans a deep well of frustration.
For as their superiors approach the magic date of retirement, they tend to become ultra-
cautious about decisions that take any real daring; they would rather keep the peace until
tlmir little pension boat reaches tbe shore safely.
Here's another angle that's cropping up in connection with pensions (still a relatively
new phenomenon) :
Creative men, administrative people, and account executives between the ages
of 45 and 50 are having a progressively tougher time cracking tbe major agencies.
The line they get is something like tins:
"Sure we'd like to have you with us. But we can't afford you. It's not your salary; it's
the payments we'd have to make into our pension fund. At your age they'd be tremendous."
Where this obstacle becomes too high, the only recourse for anyone with 25 years or
more of experience is to set himself up as a freelancer or consultant.
64
SPONSOR • 8 DECEMBER 1956
FLASH! BIRTHDAY STATISTICS
SAMPLES FROM THE NEW NIELSEN STUDY!
A. WNCT covers 42 Eastern North Carolina counties.
B. 96% of the TV homes in 1 8 of these counties
report regular weekly viewership of WNCT.
C. 80% of the TV homes in 16 of these counties
report regular daily viewership of WNCT.
The Pulse, Inc. showed WNCT first in every minute
of every hour of every day. Now A. C. Nielsen's figures
emphasize it.
*A. C. Nielsen Coverage Service, NCS No. 2, Spring 1956
$nt***UU • *n><?.
channel 9
PtIMAIT CM
I It. 000 ..". Ml *— .
A Htrr»»tl C.n»WI O.. M-t
■IPIIIINTID NATIONA11T IT HOIMKOIIII
SPONSOR • 8 DECEMBER 1956
65
TOP AGENCIES
[Continued from page 25)
graming and other programing com-
peting during the 8:00-11:00 p.m.
Friday time slot in a seven-station mar-
ket. Colgate is now seriously consid-
ering repeating similar sponsorship in
other markets.
New accounts in the agency this
year are Uncle Ben's Converted Rice,
and other Food Manufacturers' prod-
ucts. The increased air billing, some
$13 million above 1955, is due mainly
to increased activity of existing clients.
6. Benton & Bowles: this year's
increase in billings was due to more
activity on the part of existing clients
rather than account changes. New
shows included Zane Grey Theater,
West Point and Vic Damone. General
Foods and P&G are B&B's biggest tv
clients.
7. Leo Burnett: big radio-tv clients
are Bauer and Black, Brown, Camp-
bell, Hoover, Kellogg, Marlboro, May-
tag, Pabst, Pillsbury, P&G, Pure Oil,
Pfizer, Sante Fe. Radio billing broke
down like this: $1.19 million for net-
work time; $364,000 for network tal-
ent; $1.47 million for spot radio time;
$78,000 for radio commercial produc-
tion. Tv billings: $13.6 million for
network time; $6.96 million for net-
work talent; $16.5 million for spot tv
time; $2.8 million for commercial pro-
duction.
8. Wm. Esty: this year's figures
don't reflect the agency's loss of Col-
gate yet. Major tv accounts for the
year were Colgate. R. J. Reynolds, Gen-
eral Mills. Ballantine. New account is
I nderwood. New show in 1957 will
be Mr. Adams and Eve, starting in
January.
9. D-F-S: new accounts were L&M
cigarettes and several McKesson &
Robbins products. Among the shows
agency clients sponsor or participate in
are Do You Trust ) our W ije I new this
year), Gunsmoke, Lone Ranger,
Mitl.rs Mouse Club, Tennessee Ernie,
Wyatt Earp, Sid Caesar, Jonathan
Winter $, '/ he / ise.
lit. K&E didn't acquire any new
clients in 1956, will no longer service
Richard lludnui after January 1957.
Biggest recent network i\ show was
I ikL and the Beanstalk.
II. N. W. Iyer: \laj<u agenc)
gains derive from the new Philip Mor-
ris account and other new clients in-
cluding \iniMiii Packing products,
( lordon Baking Co. I listing i lients
expanded their activity AT&T started
The Telephone Story Time, for in-
stance. Atlantic Refining activities in
1\ weathercasting have expanded.
12. FC&B: Starting in 1957, the
agency will advertise the new Ford
car. It also gained the TWA account,
but lost International Latex. In its
new Hallmark tv series on NBC I A .
FCB had Born Yesterday and Man
and Superman. For Dial Soap and
Kleenex, FCB has The Danny Thomas
Show.
13. Compton: A P&G agency,
Compton has the Jane Wyman Show,
Hey Jeannie and participates in Wyatt
Earp. Its increase of nearly $7 million
in air billings stems principally from
increased network tv activity on the
part of agency clients. Among air cli-
ents are P&G, Standard Brands, Good-
year, Nehi.
14. SSCB: New accounts in 1956
were Warner-Lambert products, new
shows on network tv — Sir Lancelot.
Perry Como, Navy Log and Stanley.
The agency lost Simoniz in 1956.
15. Lennen & Newell: Some 2% of
the agency's over-all $37 million bill-
ing was in network radio, 5% in spot
radio; 37% in network tv and 14% in
spot tv. There were no major losses or
gains in 1956, but in 1957 the agency
will have the American Gas Associa-
tion on network tv by participating in
Playhouse 90. Benrus will go on the
Caesar Hour in February, but these
activities are, of course, not yet re-
flected in agency billings. Bromo
Seltzer will share in Hit Parade in
1957 and Colgate (through L&N) will
share I/', \tlams and Eve with Cam-
els (through Esty).
16. Campbell- Ewald: The Dinah
Shore Shows for Chevrolet on network
tv have been a big agency success for
1956. Among its new accounts the
agency numbers Firestone, Carey,
Weston Biscuit. There were no losses.
16. Cunningham & Walsh: It's
been a year of upsets and recoveries
for the agency. Loss: Liggett & Myers.
Gain: Texaco. Air billing for the year
is Sid million, down slightly from last
year, but plans for Texaco, which
joined C&W toward the end of this
year, should increase 1957 air activ-
fry.
18. Blow: The passing out of exist-
ence of this major agency was an-
nOUIieed eail\ ill I T>( > and took clleel
b\ summer. An indication of the
agency's original size is the fad that
despite the fuel iL was active foj lees
than six months of 1956, it still ranked
among the top 20 with its six-months
air billings.
18. R&K: This agency sustained
major losses in 1956, not yet reflected
in the air billings. Some of the losses
may be made up by the acquisition of
Whitehall and Jet Bon Ami. Sunoco,
an established agency account, has
moved into t\ in Florida for limited
tests that nun signal more air acti\it\
in 1957.
20. Maxon: the agency lost part of
its General Electric account in sum-
mer, but gained Griesedick Brewing
Co. in October. Its major air accounts
are still Gillette and Heinz, Pfeiffer
Brewing Co. and Jacob Schmidt Brew-
ing Co.
21. UArcy: This was the agency's
first year without Coca Cola, but it
retained Reddi-Whip, General Tire.
Anheuser Busch, Gerber. New accounts
were Anderson. Clayton and Monarch
Fine Foods. Packard came and went
in the same year.
22. T atham -Laird : The agency ac-
quired Procter & Gamble's Fluffo from
Biow as well as important new product
assignments from the following exist-
ing accounts: Armour, General Mills.
Toni Co. and the Swanson Division of
Campbell Soup.
23. Grant: Biggest single client is
Dodge with its two hour-long network
tv shows, i The second Welk show,
added this fall is cosponsored by
Plymouth through the agency.) Other
air clients are Plymouth, Lentheric
(new this year), Dr. Pepper. Clark
Candy and Auto lite.
24. Campbell -Mithun: For Gold-
Seal Co.. the agency participated in
the Como Show, for American Dairy
Association in Disneyland and for
Hamm's Beer. Person to Person on
CBS TV west of Chicago, split with
Amoco and Time. Major spot clients
are Ilamm. Charmin Paper, Malt-O-
Meal. Pillsbury. U. S. Rubber, Top
Value Stamps.
25. Kudner: While the air billings
loss compared with last year is onl\ >2
million, this has actually been a trou-
ble year foi the agency. Its major loss
has been Texaco, which continued to
bill through Kudner virtually the en-
tire year. But an existing account.
Buick. dropped much of its air billing
with the cancellation of its Gleason
contract. Buick replaced some of the
activit) with one-shot buys of special
events of which Jack and the Beanstalk
and the ABC TV election night re-
66
spoxsnii
8 DECEMBER 1956
turns were outstanding examples.
Kudner took on Frigidaire in 1956.
25. Need/tarn, Louis & Brorby:
New l')5(> clients are Worthington
Corp., Palm Reach Co., Hot Point Co.
(tv receivers). Crowell-Collier for
WHC. The only agency loss was \\ il-
son Sporting Goods, not an air client.
27. Grey: This year the agency was
involved in more big network radio-u
properties than ever before. Grey
clients sponsored or participated in 40
network radio and tv properties. Start-
ing in January 1957, Mermen (through
Grey) will sponsor Robert Montgomery
Presents. Among the shows the agency
was involved with this year are Lucy,
Cheyenne, Lancelot, Perro Como, Pro-
ducers' Showcase. New accounts in
1956 included P&G's Lilt, Shasta
Shampoo and Velvet Blend Shampoo,
G.E. flashbulbs, Chunky chocolate,
Youngstown Kitchen I with plans for
a big network tv show in 1957) and
Collier's.
28. Bryan Houston: About $8.5
million of the $10.8 million radio-tv
total was in network tv, $1 million in
spot tv. The agency put on Oh Sus-
annah for Nescafe, achieved a 29.7
Nielsen for the second week on the
air, beating the two shows opposite.
In December. Houston took over pro-
duction of Big Payoff for Colgate.
New accounts were Heublein for
Maypo and Maltex Cereals. The agency
lost Veto to NC&K.
29. North: A new agency, its main
air accounts are several Toni products,
Englander Co. and Lanvin.
29. Geoffrey Wade: Miles Labs, is
the agency's major air client with a
stake in the Tennessee Ernie Show,
Queen for a Day and John Daly and
the News (replaced by sponsorship of
Broken Arrow 6 December onward.)
31. Kletter: Pharmaceuticals is this
agency's major air client, with more
than two hours of network tv pro-
graming weekly, including Ted Mack's
Amateur Hour and Twenty-One.
32. Norman, Craig & Kummel:
Major radio-tv events were the Demo-
cratic National Committee's campaign,
Ronson's participation in Play House
90, Speidel's Big Surprise, Airwick's
spot radio campaign. NC&K got Hud-
son Paper this vear, but lost Bon \mi
to R&R.
33. D. P. Brother: The agency's
most active network tv and radio ac-
counts were several General Motors
Divisions, particularly Oldsmobile with
its sponsorship of NRC TV spectacu-
lar and its radio-tA i overage of the
political conventions and election aighl
returns.
3 1. /'.ruin. U asej Much of the ail
activit) coiiio from the California
"Hire, through the I arnation account.
New clients this year were U.S. Indus-
tries, Arizona Brewing, While Kin-
Soap, Van Camp Seafoods. The onlj
loss was Zorute.
35. Gardner: Major network t\
clients are Pet Milk and Ralston
Purina. Gardner gol P&G's Duncan-
1 1 i nes Cake Mix, didn't lose any ac-
count. The "dream came true" com-
mercial for Pet Milk won the Chicago
Art Directors' Gold Medal.
35. Mogul: The agencj participated
on two major net l\ properties — $64,-
000 Challenge and $64,000 Question
for Revlon, Caesars Hour for Kno-
mark. Active spot tv clients include
Rayco and Monarch Wine. The agency
also grew through its merger with
Storm Klein agency. Lon» established
air advertisers are National Shoes,
Ronzoni, Barney's and Gold Medal
Candy.
37. Guild, Bascom & Bonfigli: li-
two net t\ shows are Bold Journey for
Ralston-Purina and You Asked for It
for Skippy. Spot clients include Regal.
1 ughert) Pa< king, Mother's < ake
and Cookie ( o.
37. Ludgin: This yeai the agenc)
gol several i ■ Helene < urtia prod-
ucts, Zenith Radio < "i p. and I
\\ ashing Ma< hine < oi p. I he billings
increases, however, will -how up mosl
-' "iii. antl) in L957. In the yeai past,
Helene < lurtis partii ip.it--, I in If hat's
\l\ Line and '/ ashington Square. Hath
is a majoi spol t\ < lient.
39. Geyei Majoi ail a ints are
Boyle-Midway, Vrrow Shave and
American Motors. Foi the latter, the
agenc) bought heavilj into Monitor.
39. \rfcManus, John & idams:
Since Pontiac stopped participating in
Playwrights '56 and Dow withdrew
from Medic, the agency's air billing
dips over SI million this year. How-
ever, the agenc) absorbed the David .1.
Mahone) agencj tin- year, thus gain-
ing Good Humor. S. A. Schonbrunn,
\\ hite Rock, Ceribelli, S. B. Thomas
and other accounts.
39. Russel Seeds: Major new ac-
count for the year was lanolin Plus
from lliow which sponsored Name
That Tune and Break the $250,000
Bunk. Other big air clients are Sheaf-
fer Pen and lliown \ Williamson.
For additional agencies among top
50 see chart on page 24. ^
MADISON'S FIRST TV STATION
U3
PRIMARY
AFFILIATE
Serving over 100,000 non-duplicated ABC
homes
Call Headley-Reed TV for the comparative
coverage story
WKOW-TV
MADISON , WIS.
SPONSOR • 8 DECEMBER 1956
67
there's
something
special
^ about . . .
jadoopj
10(1)1
XubcIuioq $ paaM ^q pojuosojday
si^M 000' I — saptooii>i 08SI
.puosnoif) j.)d jsod 7SJ.7707
unossij/\j 'A'O sbsub>j
it's a
TELE-BROADCASTERS
station
TELE-BROADCASTERS, Inc.
41 East 42nd Street
New York 17, N. Y.
MUrray Hill 7-8436
// Scott Killgore, President
Owners and Operators of
KUDL, Kansas City, Missouri
WPOP, Hartford, Conn.
WKXL, Concord, New Hampshire
WKXV, Knoxvllle, Tennessee
Tv and radio
NEWSMAKERS
sg^^^ Emanuel Sacks, an NBC-RCA executive
jjp^^kfjk fur the | >a>t -i\ \cai-. ha- been named \ ice
J president in charge ol network programs
al NBC TV. NBC President Robert \\ .
^^^ at >V Sarnoff. announcing: the mo\e. also said
1 ^^ ^^^ Robert F. Lewine, formerl) v.p. in charge
■ ^1%jM ^^. el programing and talent I'M \1!('. T\ .
j j joins NBC TV's program department. (He
was to have been proposed for election as
a v.p. al the board meeting 7 December.) Sack- joined RCA in L950
as director of artists relations at RCA Victor after working for
Columbia Records 10 \ears as chief of its artists and repertoire divi-
sion. Fewine joined ABC TV in Februar\ 1053. as Fasten) program
director, and in September 1054. was named director of the network
program department, a post which be held until last January. Sacks
reports to Qiomas \. McAvity, exec. v.p. of net programs and sale-.
Dr. W. H. Wulfeck, chairman of the
executive committee of William Est) Co.,
moved in the line ol logical succession last
week to chairman of ARF's tripartite
board of directors. Since the mid '30's.
\\ ulfeck's life has been devoted to finding
out the "reason why." While doing grad
work at Yale, from which he received his
Ph.D. in 1938, he was local representative
for Psychological Corp. \fter getting his degree, he joined them as
associate director of marketing research. In 1943. upon completing
an arm) research project, he went with Federal Advertising Vgenc)
as v.p.-research director. He joined Est) in 1950. Fleeted to vice
chairman-hip was Ben R. Donaldson. Ford director of institutional
advertising. Edward P. Seymour, Crowell-Collier v.p., was re-elected
treasurer. William A. Hart continue- as president.
Robert C. Wood has been named national
sales director for the Storer Broadcasting
Co. He succeeds Tom Darker, formerb
gptf vice president and national sales director,
a J^\ who recentl) retired. Wood started with
^^^^ ^/^k Storei hi L951 .i- Midwestern national
*^k ^L J ^H sales manager operating out of Chicago. In
My^^l 1 055 he came to New York as national
-ales manager and assistant to torn Hark-
ci. Before coming to Storer Wood worked as account executive in
various New York advertising agencies. He started in the industry
22 yeais ago a- commercial program sales director for WOR. New
York. While acting as Storer national sales manager, he authored
the Storei lutomobile Show of the Mr program which has brought
the annual unveiling of Detroit's newest auto designs to radio and
miii of exclusive prinl media domain i see sponsor L5 Oct., page 38).
68
M'ONSOli
8 DECEMBER 1956
V
YOl MIGHT RUM 12 MILKS MM AM HOt #1 —
YOU NEED WKZO RADIO
TO COVER GROUND
IN KALAMAZOO-BATTLE CREEK
AND GREATER WESTERN MICHIGAN!
Coverage that's persistent and consistent — thai** whal yon
can expect from 5000-watt WKZO. CBS Kadio for kalama-
zoo-Battle Creek and Greater Western Michigan.
Pulse figures show thai WKZO leads in all 72 dailj quarter
hours actually gets more listeners than any other TWO
stations combined!
Ask your Avery-Knodel man for full details.
BUT.
6-COUNTY PULSE REPORT
LAMAZOO-BATTLE CREEK AREA— MARCH, 1956
SHARE OF AUDIENCE— MONDAY-FRIDAY
6 a.m.
12 noon
12 noon
6 p.m.
6 p m.
midnight
WKZO
37%
34%
32%
Station B
19
19
19
Station C
8
9
9
Station D
7
7
7
Others
29
31
32
Sets-ln-Use
23.0%
23.0%
19.4%
TE: Battle Creek'
Pulse sampling <
°.r five counties: A
Buren.
s home county
md provided
llegan, Barry
(Calhoun) i
30% of all i
Kalamazoo,
vas included in
nterviews. The
St. Joseph and
,-TV-
2ffie &efye>i Otattt.n*
WKZO-TV — GRAND RAPIDS-KALAMAZOO
WKZO RADIO— KALAMAZOO-BATTLE CREEK
WJEF RADIO — GRAND RAPIDS
WJEF-FM — GRAND RAPIDS-KALAMAZOO
KOLN-TV — LINCOLN. NEBRASKA
Asiociated with
WMBD RADIO — PEORIA, ILLINOIS
WKZO
CBS RADIO FOR KALAMAZOO-BATTLE CREEK
AND GREATER WESTERN MICHIGAN
Avery-Knodel, Inc., Exclusive National Representatives
Emil Zatopek of Czechoslovakia ran 12 miles and 809 yards in one hour in 1951.
SPONSOR
8 DECEMBER 1956
69
SAVE ... buy at
THE OLD RATE
IF your contract is
accepted on or
BEFORE DEC. 25, 1956
RATE
INCREASE
Effective Dec. 26, 1956
All contracts accepted by KANV by
Dec. 25 will be protected at the pres-
ent rates for ONE YEAR. After this
date all contracts will be at the new
rates.
MUKKT and call our National Rep in your
area. KANV is the only all-negro air person-
nel station in Shreveport — a must in this
market.
1050 Kc.
250 Watts
KANV
SHREVEPORT, LOUISIANA
You can't cover
America
without
MONTANA
Tke CcHttuteittoi
Dtoide Stdtum
KXLF-TV4
Metropolitan Montana
Top power 1 and 1/2
miles in the sky.
i
70
,
Reps at work
Bob Burke, salesman, Adam J. Young. Inc.. comments. "Spot radio
today is the most powerful weapon an advertiser has available. Rut
main advertisers are losing out on information important to success-
ful saturation campaigns due to one unfortunate problem. A rep-
resentative cannot give the timebuyer or media head the full benefit
of his services on the first call if.
when he is initially notified of a
large campaign, he is not gi\en
complete details."' When a nation-
wide campaign is planned. Bob
thinks the client and agencj should
call a joint meeting with all the
reps, time allowing, and discuss
their plans. "We would still be
competitive, but the free flow of
ideas would help formulate poli-
cies, provide maximum market in-
formation and mesh buyer and
rep efforts.'' Another practice Bob thinks should be corrected by
the agencies: the agency habit of asking for less than two weeks'
notice when renewals are coming up. If the agency does not renew,
the station is "left holding the hag." If the agencj wants to renew,
and the station has sold the time, the timebuyer holds the station and
its representative at fault. More time here would aid both parties.
Jack McWeeny of the Chicago office of Venard, Rintoul & McCon-
nell. Inc. looks for timebuyers to be more conscious of marketing
during IT>7 and the coining years. Says Jack, "The emphasis
placed on marketing, first by the national spot advertiser and second
In the agencies in their contact relations, will influence timebuyers
toward profit-conscious buying
rather than statistical buying."
McWeeny notes that in some sec-
lions of the country, for. example,
main super markets are open until
0:00 p.m., seven nights a week. In
other areas, food stores are com-
bined with drug stores so that
under local laws thej can remain
open all night. In still other sec-
tions of the I .S.. the country super
markets remain open until 9:00
p.m. two "i three evenings per
week. This marketing habit influences the placing >>f t\ and radio
time because the housewife and her husband can both be reached
before shopping at night. i> well a- in the morning before shopping.
' I \ and radio," Jack concludes, "will also he influenced by distinc-
tive packaging, distribution changes, automation shelf service and
the like Timebuying will be more competitively profit-conscious."
SPONSOR
o DKCKMBKR 1956
IN KANSAS CITY
if your client
wants reporting
that's raucous and racy —
there's a place to go...
<-|AWAKPP
If your client wants news
coverage that's responsible,
complete and award-winning —
its KCMO Radio
Basic CBS- 50,000 W.
Joe Hartenbower, General Manager
R. W. Evans, Commercial Manager
KCMO. ..One of Meredith's Big 4 . . . Al I - Fa m i ly Stations.
■ lad by KATZ AGENCY INC
JOHN SIAIB 1 CO. BIAIR TV. INC
MEREDITH 1£cuU* W lelevUio* STATIONS
affiliated with llplIlT llllllll'S and liill'lll'IIS and Successful Farming magazines
SPONSOR • 8 DECEMBER ]9.">(>
SPONSOR
Give new shows a chance
We had a fascinating conversation with Walter Winchell
lasl week shortly after he lost the sponsor- of his new tele-
vision show. Winchell impressed u- as a man struggling to
understand how a show which had been considered a bright
new comer in a previously dull Friday night lineup could
be dropped so quickly .
We arc equally baffled. Has television reached the point
where it can afford to build the public up to awareness of new
programs only to drop them just as they start to build?
We say that in no other medium would a campaign be
cut back so quickly. We are all for demanding the best in
creative showmanship. Hut why subject television, the most
powerful of all ad media, to a week-by-week scrutin) un-
known among print campaigns?
Because we are anxious to see new shows rising to take
their place alongside the long-running veterans, we hope NBC
will find another slot for Winchell. perhaps in a new format.
To us each show nurtured to the top through trial and error
is money in television's bank and we can't believe 13 weeks
is long enough to measure the potential of most programing.
Scientific media evaluation
Fred H. Manchee, HBDO executive vice president, started
a ball rolling recently when he called for an industry-wide
program to find mean- of measuring the relationship between
advertising and sales. Tbe idea has been taken up on the
station level by WSTV-TV in the Steubenville-Wheeling-
Pittsburgh market.
The station has developed a unique series oi check-lists
which add up to an index of advertising effectiveness. The
check-lists are designed to encourage advertisers to set down
the results of a campaign in terms of ever) known factor —
sales, share ol market, consumer attitude, dealer reaction
.mil ratings. They make it eas) for the advertiser to make
an objective comparison ol results on WSTV-TV with any
other station on his schedule.
We have long considered establishment ol more scientific
criteria lor media -election one ol our basic editorial objec-
tives. I It was lor this reason that we conducted our two-year
"All-Media Evaluation Study.") We're particularly pleased
to see a station take a leadership role in scientific media
evaluation. It i- ol equal Importance to buyer and seller.
THIS WE FIGHT FOR 7*00 often timehuy-
ers fail to give rep salesmen details on eam-
paigns for which the) must submit availabili-
ties. This limits the rep's value, lie must have
product and marketing facts to do a creative job.
72
lO-SECOND SPOTS
Room service: For the first time in
the history of The Waldorf, there was
a Suite 850 on the 14th floor — and
radio was responsihle. For his "Bos-
ton-in-\ew ^ ork" presentation last
week, Bill McGrath. WHDH manager,
requested Suite 850 because that's the
station's frequency, found it too small.
He settled for Suite 14B-14S. talked
Waldorf into changing room numbers.
I.Q.? \t Eastern 4A's conference in
\cw York last week, Jean Wade Rind-
laub, BBDO v. p.. reported housewives
like "real commercials that explain
things as \ou would to a friend." A
not-too-bright friend, perhaps?
Definition: \ "Pick-up" is a girl you
walk into a bar without and walk out
with. A "'Remote Pick-up" is the same
except at first she acts remote.
Station pidgin: Charles Bevis. Jr..
manager of Buffalo's NBC-owned t\
station WBUF, got a letter recent l\
from the editor of Chinaiveek Maga-
zine in New York. It was in Chinese.
Bevis had it translated by Chinese in-
structor at U. of Buffalo, then got a
Chinese student from International In-
stitute to reply in Chinese. Just hope
it uasn't mailed to some limebuyer in
error: he'll think it's a list of station
availabilities.
Be seem' you: For color t\. NBC
switched symbols from chimes to pea-
cock. CBS color can keep its eye —
just make it bloodshot.
En garde! The code duello i>n't dead
in Maine to judge by that open letter
from Leon P. Gorman. Jr.. of WABI-
TV, Bangor, to Murray Carpenter of
neighboring station \\ TWO. Gorman
oilers him am rating service as choice
of weapons. Hon about Pulses at 2(1
\mces?
Playtime: WOR-TV, New York, to
promote its film, Ifr. Blanding Builds
His Dream House, sent out knocked-
down lo\ houses for admen to put to-
gether. "Mr. Doyle, give Mr. Bern-
bach back his dream house!
Headline in \. ). Herald Tribune
XDMF.YS FORMULA:
'A.NTI-CANNIBALISM'
Or. don't roast the poor timehuyer.
SPONSOR
,"> |)K< I.MHKR 1956
HOW MUCH SHOULD A
STATION INVEST IN
TRADE PAPER ADVERTISING?
Station managers tell us that they seldom gel a straight an-
swer to this oft-asked question.
Yet today's strict insistence on economy in every phase oi
station operation demands that the question be answered.
Here is what we say when someone asks, *'llow much
should my tv (or radio I station put into trade paper ad\ er-
tising?"
r or three out of four :' tions the answer is, "not a red
cent.
When you advertise in a tv radio trade publication, you
want to attract national business. You're pinp< >inting \ i »ur
message to account executives, ad managers, timebuyers.
And you must have the ingredients that help you ami your
rep convert favorable impressions into sales.
With few exceptions, we ael\ ise that you reserve your
promotion dollars for local use unless you have
( 1 ) A national representative who \\ ill he stimulated ami
helped by your trade publication ael\ ertising. 2 I A market
story strong enough to convince national and regional
buyers that your station is logical. (3) A station storj that
warrants consideration.
Frequeney, network, and power aren't the whole answer.
though they help. A tew 250-watt independents have in-
vested as much as 50% of their national spot income in
trade advertising and have achieved outstanding results.
As we mentioned earlier, three out of tour stations have
no business using national trade paper space.
If you're the one-out-of-four that should, SPONSOR
recommends, on the basis oi industr) analysis, that you
invest 5% ot your 1957 national spot income in this pin-
pointed form of ad\ ertising.
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
ON YOUR
DESK
EVERY
FRIDAY
,
THE TWO-DOLLAR KEY THAT LAUNCHED
A BILLION -DOLLAR CAREER
Back in 1906 a 15-year-old lad got a job as a
Postal Telegraph messenger for $5 a week.
With two dollars of the first week's salary he
bought a dummy telegraph key. Within six
months he had taught himself the Morse code
and won a job with Marconi Wireless Tele-
graph Co.
That lad was David Sarnoff and his two-
dollar investment launched him on a career
that was to make history in the world of
communications.
His was the brilliant imagination that
blazed more trails in electronics than any
other man in the industry. And among his
ideas none was more important than the con-
cept of network radio that created the Na-
tional Broadcasting Company, the first radio
chain in America.
NBC brings listeners throughout the nation
on-the-spot national and international news
coverage and informed and authoritative
commentators. It brings its audience world
figures in every field of interest. It provides
a technical perfection possible only to an or-
ganization with the talents and resources of
a great network.
Since 1927 WFAA has been an affiliate of
NBC, operating as the first NBC affiliate west
of the Mississippi River. Through this net-
work affiliation we have been able to bring
the WFAA audience the world's finest radio
coverage in news, music, sports, entertain-
ment and educational features.
We are proud of this association with
America's first and greatest network. And we
are happy to join in a sincere tribute to its
head, General Sarnoff, on his 50th anniver-
sary in the industry. Under his leadership,
we look forward to still greater accomplish-
ments in every field of electronic communica-
tions to serve the public interest, necessity
and convenience.
WFAA
DALLAS
NBC TQN
Edward I'< lc, Rein,
Radio and Television Services of the Dallas Morning \'rn-s
D £ ICY
IS DECEMBER 1956
40* a copy • $10 a year
PO
OR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS US
Good news comes in fives for
WNEM-TV
«%
<V
HOW TO SWITCH
TO ALL-MEDIA
BUYING SYSTEM
Grej is In the middle
of such ;i switch, has
c<»mc 1 1 1 * with method
and new techniques l<»i
training media buyers
Page 27
Sponsors don't
want Cadillacs
for Christmas
Page 30
Robert Sarnoff
charts the
future of NBC
Page 32
$750,000 quiz:
which medium is
the right one ?
Page 39
NOW! NEILSEN PROVES IT TOO!
YOU GET
MORE COVERAGE
ON
Ik •
WKY-TV
66 COUNTY COVERAGE
54 counties in Oklahoma
4 counties in Texas
8 counties in Kansas
OTHER OKLAHOMA CITY
STATION
46 COUNTY COVERAGE
46 counties in Oklahoma
(8 less than WKY-TV covers)
0 counties in Texas
0 counties in Kansas
In the Oklahoma City Coverage Area . . .
18% More TV Homes are available to you
on WH TV . . . Homes that are simply not
in the coverage picture of the other station.
WHAT'S THAT ABOUT FRINGE AREA?
Certainly, some of WKY-TV's Neilsen coverage is
fringe. All television stations have a fringe area.
The question is . . . how far out is the fringe0 The fact
that WKY-TV's coverage is 20 counties bigger means that
the fringe is that much farther out . . . and the good,
sharp, steady "city-type'' picture is just that much farther
out than the other station's, too!
CALL YOUR KATZ MAN for a copy of the entire N. C. S.
$2, from which all figures above are taken.
Owned and Operated by
THE WKY TELEVISION SYSTEM, INC.
WKY-TV and WKY Radio, Oklahoma City
WSFA TV, Montgomery, Ala. WTVT, Tampa, Fla.
Represented by THE KATZ AGENCY, INC.
JACK iFLEIMIINGI-TOISr
"WKHFLC's riot on air
in Cinomnati, gets more
than his listener share!
Here's a performer who can give even a
platter a different twist!
And what he can do with a sponsor's
product or service makes good music
on any cash register.
"Jack Remington" is a name to remember
for adjacencies, spots within the program,
or segments, on WKRC Radio.
Get the facts from Katz!
Ken Church, Vice President and National Sales Manager.
Don Chapin, Manager, New York Office. 550 Fifth Avenue.
RADIO CINCINNATI, Inc., owners and operators of
WKRC Radio and WKRC TV in Cincinnati, Ohio, and
WTVN Radio and WTVN-TV in Columbus, Ohio
A TAFT STATION . Exclusive CBS Schedule
Represented by the Kat; Agency
FOR CINCINNATI. THERE'S ANOTHER KEY
IFLadio
SPONSOK
L5 di < i mber 1956
15 December 1956 • Vol. 10, Vo. 29
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
DIGEST OF ARTICLES
Grey *v> itfli«'!~ to all-media buying
27 Grej agenc) and its 57 person media department arc in the midst of con-
version to all media buying. Buyers have bigger pari in over-all strateg)
Sponsors don't want Cadillacs for Christmas
30 What do thej reall) want? Oh, just a few trifles such as discovering
another Elvis or a machine thai predetermines show ratings and sales
Robert Sarnoff charts the future of NBC
32 On eve oi NBC's 30th anniversary convention, here's how NBC charts its
course; a question-and-answer report from \B<! Presidenl Bob Sarnoff
How t«> create a creative atmosphere
36 '•''" Burnett agenc) moves to new offices in Chicago, stresses function-
alisni as aid to creativity. Radio-tv operation is core of new setup
Longer time spans for radio ratings?
38 Proposal for three-hour rather than 15-minute ratings meets with luke-
warm reception among admen, difference of opinion between measurers
Which media would you pick?
39 \ \ \ \ asked three media directors to choose media for given product and
problem. Each chose radio and/or t\ a- bulwark and outlined strateg)
FEATURES
18 \gencj A.I I ibs
58 \gencj Profile
24- l')ih and Madison
63 \<u and Renew
72 News S Idea Wrap-1 p
5 Ni wsmakei of the \\ eel
70 Radio Results
9* Reps at Worl
52 Sponsoi \-k-
88 Sponsoj Hears
9 Sponsor-Scope
96 Sponsor Speaks
64 Spot Buys
96 Ten Second Spots
16 Timebuyers at \\ ml
92 T\ and Radio Newsmakers
85 Washington Week
In Next Week's Issue
W 1 1 i<-li media would you pick? (pari two)
Continuing media recommendations for Product V sponsor nexl issue
present; proposal foi use oi ~|n >t t\ and net radio spot radio tandem
Monilik coal and programing Comparagraph
Want the averagi cost "I all half-houi n dramas? The cost of a
specific show? See nexl week's special Comparagraph section
Editor and President
Norman R. Glenn
Secretary -Treasurer
Elaine Couper Glenn
Vice-President-General Manager
Bernard Piatt
EDITORIAL DEPARTMENT
Executive Editor
Miles David
News Editor
Ben Bodec
Senior Editors
Alfred J. Jaffe
Evelyn Konrad
Jane Pinkerton
W. F. Miksch
Assistant Editors
Joan W. Holland
Jack Lindrup
Betty Van Arsdel
Contributing Editors
Bob Foreman
Joe Csida
Art Director
Phil Franznick
Production Editor
Erwin Ephron
Photographer
Lester Cole
ADVERTISING DEPARTMENT
Advertising Director
Arnold Alpert
New York Manager
Charles W. Godwin
Midwest Manager
Kenneth M. Parker
Western Manager
Edwin D. Cooper
Promotion Manager
Mort Winthrop
Production Manager
Jean L. Engel
Advertising Staff
Marilyn Krameisen
George Becker
Dianne Ely
Administrative Coordinator
Catherine Scott Rose
Circulation Department
Beryl Bynoe
Emily Cutillo
June Kelly
Accounting Department
Laura Oken
Laura Datre
Readers' Service
Betty Rosenfeld
Secretary to Publisher
Carol Gardner
Member of Business Publications
Audit of Circulations Inc.
d£I
SPONSOR PUBLICATIONS INC.
combined with TV. Executive. Editorial,
Circulation and Advertising Offices: 40 E.
49th St. 1 49th £> Madison) New York 17,
N. Y. Telephone: MUrray Hill 8-2772.
Chicago Office: 161 E. Grand Ave. Phone:
Superior 7 9863. Los Angeles Office: 6087
Sunset Boulevard Phone: Hollywood 4-
8089. Printing Office: 3110 Elm Ave.,
Baltimore 11, Md. Subscriptions: United
States $10 a year. Canada and foreign
$11. Single copies 40c. Printed in U.S.A.
Address all correspondence to 40 E. 49th
St., N. Y. 17, N. Y. MUrray Hill 8-2772.
Published weekly by SPONSOR Publications
Inc. Entered as second class matter on
the 29 January 1948 at the Baltimore
postoffice under the Act of 3 March 1879.
Copyright 19S6
Sponsor Publications Inc.
KWKH
SHREVEPORT
Does Sharp Job in BLADE!
le big, 50,000-watt voice of KWKH cuts a clean swath
through our 80-county daytime S.A.M.S.
area. KWKH reaches over 2% million people
in hundreds of cities and towns — including
Blade (La.), for example, more than 100
miles away in La Salle Parish.
tck home in Shreveport and Bossier City, the March,
1956 Pulse shows that KWKH gets top rating
in 55% of all daytime quarter hours — in
100°/c of all nighttime quarter hours!
our Branham man will be glad to give you the whole
KWKH storv.
KWKH
A Shreveport Times Station
I TEXAS
SHREVEPORT, LOUISIANA
Nearly 2 million people live within the KWKH dav-
time SAMS area. lArca includes additional counties in
Texas, Oklahoma and New Mexico not shown in m.ip
50,000 Watts • CBS Radio
ARKANSAS
The Branhom Co.
Representatives
Henry Clay
General Manager
Fred Wotkins
r--im«rcial Manager
Tall Tower Test
(You're on your honor. No peeking. "^JV-^j^Ji ^f Give yourself the day off for
aach correct answer, but don't start until you finish reading this. Answers right
here: A, A, A, A, A, C. A score of more than a hundred will be regarded with
suspicion. (!i^ 'AnY thing over 90 is above average tei
Skip the whole thing if you are bothered by vertigo on a high milking stool.)
U be regarded with
j*
11
J IqWMT-TV's new RCA-IDECQtower will be the tallest structure between (A) Oklahoma
and the North Pole; yr^jj J J (^) ^he ^°P °^ t^ve Mark ana four Martinis;
(C) Oslo and Forest Lawn.
i -Trade magazi
nes underwrite 100% of the cost of building new tv towers because it
fills their books with advertisi
i
ng. p"
\TRUE ]
cruecl^ oae
. WMT-TV's new tower will be a quarter of a mile high. This height is equivalent
O /I" ' '
I'l
to: (A) 135 -s tory //• J J I building; (B) Katz rep who has just signed y- ^-v 3-v^
General Motors; (C) Top of Old Smokey.
4
graduates
"Above average terrain" means: (A) Something nobody understands except honor
of M.I.T.; (B) Real estate about which there is nothing unusual;
(C) Train with two-story club car, a ,j i = i __ _■_
* »» r. rr 1 — n _. I f
^)) WMT-TV's new tower, 1450' above average terrain, will deliver an "A" signal in
kJ/o
Cedar Rapids and Waterloo, and the best signal of any station serving Dubuque. Cedar
Rapids, Waterloo and Dubuque are: (A) Three of the six largest cities in Iowa;
(B) Fictitious places the girl comes from in Studio One dramas^
(C) Battle sites of Napoleonic war s . s .,< T— — -^
Confronted^ with the above, time buyers should: (A) Tell us vertigo; (B) Laugh
(C) Seriously consider placing business on the CBS station
that dominates Eastern Iowa even v thout a new tower ^£j(i.e., call L'Homme Katz)
O
like hell;
v|'o\mii;
L5 I'l < EMBER L956
m
e w<
it w ill have an announcement
Roger Whitman: $2 million for net radio
A $2,100.1)01) ileal one ol ihe largei single buys in network
radio in several years — was closed la-t week between Bristol-M;
(via "> &R i and NBC Radio. Il calls for half-sponsorship of 85
newscasts a week lor ~>2 week-. Programing will begin on I I Janu-
ary. The da\> nnlil then may well find slim, tanned Rogei i , Whit-
man, B-M's advertising manager for Bufferin. helping himseli
liberally to his product. "A lot of commercials will have to be done
to get varieh into ad\ertising that puts Bufferin on the air 17
limes a day, five days a week,"
Whitman sa\ s.
The hourly five-minute new -easts
from 7 a.m. through I 1 p.m. are
part of NBC Radio \ ice-president
Matthew Culligan's new network
plan (see SPONSOR 24 Nov. 1956,
Newsmaker-, page 80). The other
half of the sponsor-hip is expected
to be sold shortly. Each alternate
newscast will find Bufferin the
major sponsor with an opening
billboard, a one-minute commer-
cial and a closing billboard. When
Bufferin becomes the minor sponsor,
just ahead of the closing billboard.
With more than half of its ad budge! already in air media.
Bufferin is now being advertised twice a week <m Ir/hui Godfrey
CBS daytime simulcasts, and again with Godfrey on t\ on alternati
Wednesday nights; on CBS TV's Playhouse 90 and Hitchcock
Theatre, and on ABC Radio's Breakfast Club three times a week.
Bufferin also is strongly represented in many spol markets.
\ir advertising ha- paid off handsomcK Im Butlerin which has
only been on the consumer market since I OKI and i- now named
by a leading research organization as Numbei I in drug store sales
of all headache remedie-.
Whitman, now in his mid-forties, came to l!-\l as assistant ad-
vertising manager after leaving the Navy in L945. It wasn't hi-
first contact with B-M. however. \ It » ■ i graduating from Princeton
in 1930, he joined Pedlar & Ryan Agency in New York, helped on
the B-M account under Bob Brown, then an a.c and now presidenl
of B-M Products Division. After five years al Pedlai & Ryan,
he went to BBDO. He has main inteiests photography, fishin
skin-diving. But the hobby that gets most ol his attention is home
craftsmanship. Nol only does he conduit a handyman column for
the N. Y. World Telegram and a radio show on h e repairs, but
he is engaged in converting an abandoned sugar mill into a retire-
ment home on the Caribbean island of St. Croix. The mill, built in
the mid-1700's hv slave labor, is columnar in shape, constructed "I
-tone. Whitman bought it through a St. Croix real estate man
Bruce Millar, formerly of BBDO. ^
SPONSOR • 15 DECEMBER 1956
ARB's cumulative rating foi
June says Mills Sullivan and
"Valley Playhouse" reach
56.99? differenl IV homes
weekly ovei K( RA- 1 V
Milly has r< pt at audience, too
Her average daily rating is
12.4 with 74.4'. ol this huge
woman's day time audience.
From 2 to 5 I'M , Milly's pat
ticipating double feature leads
in all quarter hours o\ er the
other three stations on the ail
"Valley Play house" is an im-
portant pari of the programming
which attracts Sacramento
women to K< RA-T\ I his helps
make KCRA-TV the highesl
rated NBC station in the West
*AII rating! compiled from
Sacramento Television
Audience ARB: June 2-8.
1956.
KCRA-TV
CHANNEL 3
SACRAMENTO. CALIFORNIA
100,000 Watts Maximum Power
represented by
Edward Petry & Co.
. . Sundayl/I
$**
MAC McGUIRE
NOW-WPEN
SUNDAY
10 A.M. to 6 P.M.
Mac McGuire conducted Philadelphia's most pop-
ular morning program when he was with another
station. We are happy to welcome him— and hisi
large audience— to WPEN.
THE STATION OF PERSONALITIES
All programs broadcdcn
i
JACK
O'REILLY 1
5 A.M. -9A.M. 1
ART
.z^ ■
RAYMOND
2A.M. 5A.M.
y&p
^ji ~^'">IXJ^
PAT &
JACK
9 A.M. -10A.M.
iLv"
JULES
RIND
f<5» __f
News
M ^
throughout
the morning
RED
BENSON
10A.M.-1 P.M.
BILL
FARREN
News
throughout
the day
News|
throug1
the evenl
REPRESENTED NATIONALLY BY GILL-PERNA, INC.
M'ii\Mill • l.i l»l ■( EMBER L956
onday and Always
*0J>
y
onday thru Saturday
RED BENSON
NOW-WPEN
MONDAY THRU SATURDAY
10 A.M. to 1 P.M.
Former master of ceremonies of "Name That
Tune", "Take A Number" and other network
programs on both radio and television, Benson
comes to Philadelphia with a nationwide reputa-
tion as an outstanding broadcast personality.
THE SHOW PLACE OF THE STARS
BUD
BREES
7 P.M. -11 P.M.
MATT
GUOKAS
Sports at
5, 6, & 7 P.PV
FRANK
FORD
P.M. -2A.M.
MAC
McGUIRE
Sunday
0 A.M.-6 P.l\
r^r^i
>«
§m
Hint
PHILADELPHIA
\Neiv York, Chicago, Los Angeles, San Francisco
SPONSOR • 15 DECEMBER 1956
nothing subce^eds like success!
operated by: Radio and Television Dlv. / Triangle Publications, Inc. / 46th & Market Sts., Philadelphia 39, Pa.
WFIL-AM»FM«TV, Philadelphia. Pa./WNBF-AM»FM»TV, Blnghamton, N.Y.
WHGB-AM, Harrisburg, Pa. /WFBG-AM>TV, Altoona, Pa. /WNHC-AM>FM • TV, New Haven -Hartford, Conn.
National Sales Office, 2 7 O Park Avenue, New York 17, New York
Most significant tv and radio
newi of the week with interpretation
in depth for bus) readers
■ -i«i'...
•v:.;.-.j
I HI
SPONSOR-SCOPE
15 DECEMBER
Copyright 1956
SPONSOR PUBLICATIONS INC.
This is the week the research boys — always low men on the totem pole when-
ever things get touchy — were being screamed at again. And it was QO less a figure
than A. C. Nielsen who got in the line of fire.
Nielsen was in the middle on two different fronts: ill NBC. and (2) radio
and tv stations who have just finished wading through Nielsen Coverage Service No. 2.
NBC is riled because Nielsen proposes an almost 100% increase in the price of the
Nielsen National Television Services.
The stations are uttering wails of anguish because the NCS radio home count i-
much below what had been expected; and the NCS tv set count likewise doesn't match up
with what the stations have been claiming.
Nielsen is due back at NBC 4 January to get the network's attitude toward:
• Increasing the cost of national tv services from $150,000 to $275,000.
• Generally revamping Nielsen's Radio Index (which likewise is a national service).
• Increasing the cost of the NRI by 15%.
The proposed changes in the NRI include:
• Reducing the number of reports from two to one a month.
• Eliminating the complete analysis of audience, audience breakdowns, flow (minute by
minute), and cost-per-1000 comparisons. (Note: these will be available at extra cost.)
• Increasing the volume of four week accumulatives.
• Providing an NRI pocket-piece in handy program-rating index.
NBC says it sees some negative factors and some positive values in the NRI
proposals, and expects to have a detailed series of counter proposals to show Nielsen.
What also bothers NBC is that Nielsen is asking for 1957 increases when
present contracts don't expire until January 1958.
Nielsen has made similar presentations to CBS and ABC.
Comment from ABC and CBS to SPONSOR-SCOPE was to this general effect:
The original 1951 prices were based on four-network participation in the NT1 i Du
Mont is no longer in existence). "Until we've taken a thorough look at the proposals, we
can't say the increase is unjustified," is the ABC-CBS attitude.
Leave it to Madison Avenue to come up with a simile to signalize some drastic
development.
The first November report by Nielsen shows CBS TV dominating the field more em-
phatically than ever.
So CBS TV now is being referred to as "the Reader's Digest of the television
business."
Radio listening continues to rise both day and night.
This progress is shown in the following A. C. Nielsen breakdown of homes using radio:
6 to 7 a.m.
9 to 10 a.m.
Noon to 1 p.m.
9 to 10 p.m.
11 to 12 p.m.
September 1956
2,286,000
4,523,000
7,237,000
4,523,000
3,142,000
September 1957
1,988,000
4,486,000
6,936,000
4,486,000
3,098,000
SPONSOR
15 DECEMBER 1956
SPONSOR-SCOPE continued
Of Paul W. Kesten, who died last week after a long illness, it can be said
I hat he persuaded the advertising world to take the spoken word seriously.
\nil for all of the current afterthoughts on statistics — it was Kesten who saw their
value (when combined with real presentation) in convincing Madison Avenue that radio
( specifically, CBS) was no toy. As John Karol, CHS Radio v. p., puts it now: "Kesten
i ould take a statistical tabulation and make it sing."
Before William S. Paley turned over the general management of CBS to him, Kesten
had established himself, beyond any question, as the most brilliant advocate of radio as
1) a selling force, and 2) a social force.
Equally important: Kesten liked bright people and surrounded himself with
them; he thought that mind could lick matter anytime, just a= a hot automobile (lie loved
them) could lick a stock car. It was Kesten who talked Frank Stanton into leaving Ohio
State and turning his extraordinary IQ to CBS's advantage (at $60 a week).
Like all dedicated "geniuses/" Kesten had his human frailties: but, as his admirers
point out. "on him they looked good."
Vgency program executives returning from the Coast this week report a bleak
outlook for network tv buys for the 1957-58 season — if the business i- to depend on
what s available now in Hollywood.
Adult westerns are about the onl) type of new program fare that has consistently clicked
ibis season. Hence, there's been a rush to produce more of the same.
Commented one of the returning admen:
"If there's one thing that seems to be lacking among the tv producers out there, its
refreshing ideas. It looks as though the fear of making mistakes that's freezing up Madi-
son Avenue has gripped the studios out there, too."
For more proof that tv still is delivering at bargain prices, look bow thief1
major appliance manufacturers are making out with their network operations:
General Electric's four shows currently average out to §2.80 per-thousand-homes
per commercial minute. The program with the lowest cost is General Electric Theatre, with
an average of $2.05.
Westinghouse'e Studio One still comes in at around $2.85 per-thousand-homes per-
commercial-minute, even though time and talent have gone up somewhat tli i - season and the
audience has become a little slimmer.
RCA-Whirlpool — which leans toward the spectacular, hence bear- a much higher-than-
average show cost — has an average of $4.30 per-1000-homes per-commercial-minute for three
-how-. Since color is a must for merchandising RCA's color sets. RCA is quite satisfied with
the premium it pays. The range is from $2.85 for the Perry Como Show to $5.80 For
Producers Showcase.
Dick Porter, DFS \.p.. who presides ovei the Lewis-Howe (Tunis) account, probably
will stir up a hornet's nest from spot tv proponents with this challenge:
"We're spending $35,000 in time and talent for alternate sponsorship of the Jonathan
Winters Show on NBC, using 12<". stations.
"We gel two one-minute spots on our own quarter-hour and a minute spot on Vick's
sponsorship the following week.
"In other words, wen- getting three minute commercials for the price of one quarter-
hour show .
"Our cost comes out to around $2.75 per 1.000 homes per commercial minute.
Ti \ to bin that mam minute commercials on C2<". stations at that rate.
Note for grade-A hopefuls :
Frank Stanton. CBS president, was asked what he considered the biggest problem of
the business; hi- emphatic answer: "Not enough qualified manpower."
SPONSOR • 1") HI i EMBER 1956
SPONSOR-SCOPE continued
More and more national advertisers are working up a deep curiosity about fea-
ture films for tv.
As an example of what their agencies tell them, here are some highlights bj Benton
«X. Bowles (whose top accounts include General Foods and Proctei S Gamble) :
• National advertisers should have a "future interest" in Hollywood box office fare, be-
cause the trend to films on t\ i- no temporar) thing- it should ride high at least .1 couple
of years.
• More and more network affiliates are -tailing their feature films earlier around 10:30
p.m.
• 'Ibis, and the possibility of some affiliates starting features .1- earl) .1- 10 p.m., fore-
bodes trouble for network advertisers.
• On the other hand, hardly any affiliates have ditched their network program obligations
in favor of film; but it's too early to tell how long this behavior pattern will continue.
• Something to watch closel) is the change in viewing habits induced l.\ "late shows"
that use quality product.
• Prices for quality film product are pretty high, but it might be advisable to paj < lass
\ rates at 11 p.m. and thus get an idea of how- the cost-per-thousand work- out over a period
of 13 weeks.
William S. Paley is urging caution in any advertising about the feature film-
(!BS is using.
He prefers that CBS o&o's refrain from bragging about initial ratings until they have
a four-months' average.
Reason: Too often station- have started off their feature packages with spectaculai
ratings — only to find that the later audience response didn't live up to the initial horn-tooting.
CBS has bought the MGM package, which took oil over WCBS-T\ (New York 1 with
a booming 32 Trendex; for Hartford. Chicago, and Milwaukee a- well.
Network stations in some Western markets think they have found .1 waj t" outfox local
competition that's -cheduling quality film features in mid-evening. Hen"-, how:
They spot the night"- top-rated network show against the first half-hour of the
competing film feature — thus killing off its start. I Love Lucy (on Mondays) and the
Phil Silvers program (on Tuesdays) have been resorted to as lethal weapons.
In one market this already has started a see-saw battle of network \s. film time-
tables, with each side trying to get in ahead of the other.
Syndicate buying — common for many years among picture theatre operators
— may emerge in the tv station field.
The managements of several independent stations in majoi market- are talking about
pooling their purchasing power to:
1) Strengthen their bids for feature films (and perhaps reduce the over-all prii
2 1 Promote their common sales story to national advertisers
P & G is sticking to formula for next summer's t\ replacements.
The three shows picked to date are The Whitings (a come-backer), Med the Vngels
(starring Rett\ White), and Meet McCiaw (starring Frank Lovejoy) all "situation*" fa
New York agencies this week continued the spot buying spree thej Btarted
last week.
Both tv and radio have been the beneficiaries. The pickings foi tv, in particular,
have been the biggest in months.
Some purchases are for brand new campaigns, while others are extensions ol running
campaigns. Some of the activit) could be due to the disposal of fiscal year-end advertising
funds.
I For details see SPOT Bl ^ S, page 64.)
SPONSOR • ]"> DECEMBER 1956
11
^\ SPONSOR-SCOPE continued
12
Radio time salesmen complain they are getting a blank response from young
timehuyers when they talk about the rejuvenation of radio and new techniques for buying it.
The salesmen have this explanation:
The youngsters came into the business with the television era: they think it's tough
enough to conquer the intricacies of that medium without having to master what they con-
sider ancient history, too.
Bristol-Myers is going right ahead with its plan to sponsor the News on the
Hour series on NBC Radio, starting 14 January.
Don Frost, Bristol-Myers products ad manager, told SPONSOR-SCOPE that, as far as he
knew, nothing had developed to snag the buy of 4,420 five-minute news periods.
After the deal was disclosed, the Station Reps Association complained about the news
plan as "further invasion on the part of NBC of affiliated stations' time periods at cut-rate
prices — and this at a time when radio sales are showing excellent gains, especially in the
national spot field."
NBC itself says it doesn't expeet any particular problem in delivering an
ample number of markets when the B-M contract takes effect. Net annual take from it
would be over $2-million.
CBS Radio this week chalked up another $600,000 in new business.
Grant Laboratories bought five 7^2 minute daytime periods, starting in February,
to promote its fabric cleaners — Wooliene and M-aliene.
Pepsi Cola believes that if you're spending $300,000 on a one-time spectacular
it's smart to toss in another $25,000 for promotion of the show.
That's the ballyhoo budget Pepsi has set aside for Cinderella, which clears over NBC
31 March. Shulton is the co-sponsor.
The beverage manufacturer probably will use only half the commercial time (eight min-
utes) allotted to it, because of its policy of making 'em short and sweet.
Its most effective commercial (film) is Polly Bergen in a 30-second stint.
It's been a pretty big year for some of the medium-sized agencies, McCann-Erick-
son notwithstanding.
Among the notables are Ted Bates ($7-million from Colgate); Grant (a chunk of
Plymouth as well as Dodge, with three one-hour shows on ABC); SSCB (Block Drug);
Leo Burnett (Marlboro); and Grey (see page 27 ).
NBC, for the first time, expressed this week its apprehension over the flood of
feature films coming from the major Hollywood studios.
Robert W. Sarnoff, NBC president, made this apprehension a high point of his remarks
to NBC affiliates gathered in Miami to join the network in celebrating its 30th anniversary.
On the features theme Sarnoff made these comments:
• The intensive use of feature programing may be a "short road with a dead end" —
a road that in two or three years could find tv "surrendering" itself to Hollywood interests.
• The enormous pressures created by the features' "invasion" might lead affiliates tempo-
raril) t<> a "displacement" of network programing.
• NBC chooses to move into an entirely different direction: (1) more programing created
for the medium itself, with emphasis on color; (2) forging ahead stronger than ever with
color and (3) introducing a broad and rich program of educational tv.
For other news coverage in this issue, see Newsmaker of the Week, page 5; New
and Renew, page 63; Spot Buys, page 64; News and Idea Wrap-up, page 72; Washington
Week, page 85; SPONSOR Hears, page 88; and Tv and Radio Newsmakers, page 92.
SPONSOR • 15 DECEMBER 1956
Latest Omaha Pulse reveals: Except for 12 y4 hours
a week, KOWH is first in every daytime quarter hour
'<* OMAHA +ta OM^eA is KOWti
^ i^[ ,iJ
1 T 1
The Storz Stations
Today's Radio for Today's Selling
And even those 12 y± hours find KOWH a close
second. Think of it— 228 out of 240 weekly
quarters -more evidence, added i" previous
figures, of KOWH's decisive dominance of
Omaha Radio.
Hooper shows KOWII Ear, Ear out in front, too.
So does Trcndex. winch gives KOWH top -["it
in every time period!
This is the kind of market-dominance which
Storz Station ideas, proo-ramming and broad
(660 ke.) coverage make possible for national and
Local advertisers. Results prove it, too.
Ask the Adam Young man. or General Manager
Virgil Sharpe Tor details.
KOWH
OMAHA
*Pulse, September 1956, .' a.m.-5 p.m.,
Mon.-Sat. In and out of home.
TODD STORZ,
President
I
WDGY
Minneapolis-St. Paul
WHB
Kansas City
WQAM
Miami
Represented by John Blair & Co.
KOWH
Omaha
WTIX
New Orleans
Represented by Adam Young Inc.
SPONSOR
15 DECEMBER 1956
\:\
FROM
CARBON
MIKE
...TO
LIVING
COLOR!
Just thirty years ago Will Rogers was chatting with all
America on the broadcast which marked the founding
of the National Broadcasting Company's radio network.
But look what's happened since then.
The trumpet loudspeaker in the living room has given
way to the 21 -inch color screen. And radios are every-
where — in kitchens, cars, bedrooms, on beaches.
The people who chuckled at Will Rogers are laughing
now at Sid Caesar and Bob Hope and Groucho Marx.
The nation that loved Al Jolson and Fred Allen lights
up at the sight of Perry Como and Steve Allen and
Dinah Shore.
Since 1926, NBC has kept America in touch with the
latest news, the latest tunes, the greatest stars of the time.
The NBC chimes have helped to weld the continent
together. And now the NBC color peacock is a welcome
visitor in homes from coast to coast.
Millions will join Perry in Miami this Saturday night,
December 15, as NBC celebrates its 30th anniversary
with a gala show featuring Gina Lollobrigida, Groucho
Marx, Jo Stafford and Johnnie Ray.
The names have changed, but the object remains the
same: to give the nation its best-loved personalities and
programs for the next thirty years.
THE NATIONAL
BROADCASTING
COMPANY -©
3
»»
MUSKETEERS
OUTRATES
COMPETITION
BY 76.1%
*
IN FRESNO
The all-family popularity of this famous clas-
sic is highlighted by its sensational 63.8%
share in Fresno, topping all competition!
"Good, action-packed drama,"
says Billboard.
Choice markets still available.
Write, wire, phone.
•Source: ARB
Timebuyers
at work
Madeleine Allison, media director. Herschel Z. Deutsch & Co.,
\cw York, is an expert on the over-50 age group, because this
is the prime market for a number of the agenc) s clients. "There
are two ways of telling a woman's age when she's 55. First, it
shows on her face; then. It' sears later, it shows on her birthday
cake." laughs \li-- Ulison. "'When
I want to reach the over-50's, my
timebuying policies are formu-
lated by their habits and tempera-
ment." Her research in 2<! cities
for Staze, a denture cement.
Swamp Root, a kidnev remedy,
and Pepto-Mangan. an iron tonic,
-hows that the over-50, lower-
middle income, self-medicating
market with no children to raise
and no job to go to — is best
reached on radio at these four
times: ill before 7 a.m., "because mom and pop leave (he house
earl) to shop before the morning crowds;" (2) at 12 noon, when
the) are lunching; (3) at !-."> p.m.. before dinner: (4) at 10:30
p.m.. when lhe\ are retiring. On tv, the best time is the afternoon
hours. ""The o\er-~>0"s are the core of the afternoon t\ audience."
Madeleine looks for shows over-50's don't like, such as rock n roll.
and has bouidil spots opposite these segments with successful results.
Ira Consier, Sullivan. Stauffer, Colwell & Bayles, Inc., New York,
stresses that you cannot divorce media from marketing considera-
tions. "The conclusions of the marketing department,'" he says,
"should first be brought to light; then. Inning can be intelligently
planned." This is the way timebuyers at SSCB try to lay their media
foundation-. "And the approach is
parlicularlv rewarding in the case
of the advertiser with budget limi-
tations." (lousier point- out. "Such
a compan) must hit large markets
first in older lo d<-\ elop sales on a
quantit) basis. 1 feel that the best
choice of such market- How- from
the marketing department's find-
ings." Having covered these se-
lected markets, the bin er can move
on to additional areas, thus ex-
panding the campaign.
10 E. 44th St., New York 17, OXford 7-5880
n short.
Gonsiei is ol the opinion thai once kc\ markets are covered, as
determined b) the research provided bv the marketing department.
the client can spread out in keeping with his sales and distribution.
Ira sums up the importance of the medium bv saving. "In general,
television has more impact on the consumer than am other medium.
and its strength lies in ii- ability to penetrate selected markets."
H.
SI'ONSOH
I") in < i \im:i; 1().">6
PIN POINT POWER
6ETS BEST RESULTS
Radio Station W-l-T-H "pin point power" is tailor-made to
blanket Baltimore's 1 5-mile radius at low, low rates —
with no waste coverage. W-l-T-H reaches 7 A°70': of all
Baltimore homes every week — delivers more listeners per
dollar than any competitor. That's why we have twice as
many advertisers as any competitor. That's why we're sure
to provide a "steady stream" of sales results for you, too.
^Cumulative Pulse Audience Survey
Tom Tinsley
President
R. C. Embry
Vice Pres.
c o
FIDE
C E
National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Forjoe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta.
SPONSOR • 15 DECEMBER 1956
17
by Bob Foreman
IN AND AROUND
COLUMBUS, GEORGIA
Agency ad libs
CHANNEL
WRBL-TV
A CBS
-/I.Br
preferred
.*
Viewing
ll-COUNTY AREA - NOV. '55
402 <>f 404
METROPOLITAN FEB. '56
298°f4l6
* COMPETITIVE QUARTER HOURS
WEEKLY TELEPULSE
CALL HOLLINGBERY CO.
Ben Duffy's a guy you enjoy being with
I suppose there are a few people in our busi-
ness who never heard of Ben DulT\ and how he
Mailed at the age of sixteen al BBDO in short
pants and minus a high school education. Vs I
write ibis. Ben is in the hospital. Of llie legions
that do know him, in oui business as well as out-
side of it. starting with President Kisenhower on
down to ball players, orchestra leaders, comics,
office boys, horse groom-. 1 can guarantee that a goodb percentage
have prayed foi Ben, literally and figuratively.
There are a good main reasons for this. I will attempt to list
those most pertinent to our business and which, therefore, might be
of some help to practitioners of the trade.
If I had to come up with the mosl outstanding trait this man
possesses. I d sa\ it was Friendliness. This is a rather cornhall con-
cept to be sure. But Friendliness in the hands of Ben is a different
thing. The biggest reason is that Ben means his friendliness, li-
no veneer. He reall) likes people. He enjoys being with them. He's
the kind ol guj \ on (I enjo\ being with on a two month trek through
I ganda or for an hour at Belmont. Or at a client meeting. Or at
a stuffy banquet.
Because he enjoys things as well as people he's the greatest in this
business. It makes Ben sincerelj grateful that he handles a client-
advertising. This trait, nauseating in the hands of an impostor, puts
Ben head and shoulders above his contemporaries. Let me give
\ mi an example.
Lucky Strike pucks in Ebbetts field
Ben and I walked across Ebbetts Field one dav after a game. The
place was littered and among the litter were a lot of spent packs of
Lucky Strikes. "I always get a boot out of seeing these," said Ben,
indicating one with his foot, "kind of makes me feel proud."
I think if anyone else had made that statement I might have
answered in a waj this staid publication could not have printed.
But when Ben said it. \ ou appreciated what he meant.
\e\t in the abundance of qualities this man possesses? Well, I'd
sa\ it's his detailed knowledge ol advertising. It's I ecu m\ (lim-
ited) experience thai Presidents of agencies generall) are a layer or
two removed from the business. I he\ know ( hairmen ol Boards
and lleadwaiteis and Stock Prices. Bui advertising generall) es-
capes them.
Not so with Ben. The mind of this man i- a storehouse of rate
cards, circulation figures, Nielsen rating-, and advertising experi-
ences. These he can soil nut a- fa-t a- an IBM machine and make
relevant, fascinating, and conclusive. Peppering these data with
anecdotes thai are amusing a- well a- pertinent make- Pen the ac-
counl man- president and the client's right bower.
lit ii- not jump in the conclusion that Ben i- a Pollyanna or a
•Mud oi a prude. Nothing could he farther from fact, fo some-
18
.
SPONSOR
L5 iii 1 1 mber 1956
• ••a New Hi-Sign
on Michigan's
Skyline!
Now... maximum tower ( 1023 feet)
maximum power ( 100,000 watts)
maximum outstate coverage
Lansing
Saginaw
Bay City
Flint
Pontiac
Detroit
Ann Arbor
Jackson
Battle Creek
Kalamazoo
Grand Rapids
Mt. Pleasant
Midland
Located in the geographical center
of Michigan . . . completely surrounded
by populous cities and thickly settled
urban and farm areas ... an enviable
spot occupied exclusively by WJIM-TV.
Channel 6 Lansing
NBC. ..CBS.. .ABC
Repr esented by
PETERS, GRIFFIN, WOODWARD INC.
y
Agency ad libs continued ...
NORTH
s°«th
EAST
°» Wtjr
• "The reception is wonderful and
I just can't express the thrills we
have because you are affiliated with
( BS."
Mi i 1 1 hi d, \v i si Virginia
• " . . .You are certainly putting
a beautiful picture down here."
Randleman, North Carolina
• "I thought maybe you would like
to know that I am getting a perfect
picture, and we're 96 miles from the
city limits of Roanoke."
Wayni sboro, Virginia
• "Your picture by far exceeds any
we have ever had here."
Rupi k i , \v i s i Virgin] \
• "The reception is real good.
We live 100 miles from Roanoke.''
Adkins, Virginia
• "Your signal here is excellent."
High Point, North Carolina
CBS AFFILIATE
TOP POWER
316,000 Watts
TOP ELEVATION
2000 feet above average terrain —
3936 feet above sea level
Ask Peters, Griffin, Woodward !
ROANOKE, VA.
Owned and operated by
the Times-World Corp.
Peters, Griffin, Woodward, Inc.
National Representatives
one who has done a disservice to Ben's agency or Ben's clients, he
is rough and relentless. In addition, he thrives on good, hard, clean
competition.
One amusing side of B.C.D. which I can't resist telling. What
Ben knows nothing about tends to make him suspicious. Admittedly
the list is small. But high up on it is art — fine art. Especially
modern art.
When he and I were headed for Ehbetts Field one da\ (oka}
so we like baseball I the cab passed a inassne building.
"What's that?" he asked.
"The Brooklyn Museum," I replied.
His blue eyes widened. "Yeah? How d'you know?"
"I've been there."" said I.
"Doing what?"
"I went to an art show." Then I described in some detail a
particular exhibition of paintings gathered by a man named Walko-
uitz. A painter in bis own right, this chap had assembled a por-
trait made of himself by most of the contemporary artists each
treating Walkowitz in bis own special style and technique.
By the time I had finished describing the exhibit Ben had moved
far away from me in the cab; suspicion clouded bis face. "You're
too smart," he said and it wasn't until a homer b\ Duke Snider that
he snapped out of it.
Shows he likes get good ratings
Ben Duffy is a great television adman. He knows the medium
inside and out. He understands programing, time slotting, spot
buying, researching, commercials, contracts and talent. His per-
sonal tastes invariabK get good ratings. His distastes are low in
the little books we live l'\ .
He believes intense!) in t\ for advertisers. He furthers it intelli-
gently, persuasively and aggressi\el\ thus assuming added burdens
and risks that man) a company president avoids or passes along to
lil- staff.
But it isn't for an\ of the above reasons that thousands of people
arc thinking of Ben right now. Its because the\ love the guy.
^ ou II find me among them. ^
.illllillllllllllillllllllllS
Hospital report
I ate Monday niplu. 3
December, Hen Duff) ».i-
-M'l'IfiiK -i i ink with a
ci ii ln.il hemoi rhage while
mi a visit to Minneapolis.
! [e was immediately taken
to the Vbbotl hospital in
thai city. He was then
Mil III lllc | hllklicvs |*;|
v limn Mr. In al I enter in
\. h Yoik.
I atesl medical report
.ii presstime) indicated he
was i ■ -i in: foi tably.
minim i m hi i mmiiimt nun mi minim nmmimii imiimiim m
SPONSOR
I .) in ( EMBER 1956
KSD
■■■■■■
ma
1926-1956
and
KSD-TV
salute the
NATIONAL BROADCASTING COMPANY
on its
THIRTIETH ANNIVERSARY
As one of NBC's original affiliates, KSD takes particular
pleasure in joining with the entire industry in saluting the
National Broadcasting Company.
We're proud of the part we played in the growth of NBC.
For three decades, we have built a large, loyal audience
for NBC programs throughout the St. Louis area.
Our association with NBC through 30 memorable years in
radio and almost 10 years in television has been such as
to make us look forward, with pleasant anticipation, to a
continuation of that relationship for many years to come.
SPONSOR
15 DECEMBER L956
21
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)day's Radio for Today's Selling \
TODD STORZ,
President
f
WDGY
eapolis-St. Paul
WHB
Kansas City
WQAM
Miami
Represented by John Blair & Co.
KOWH WTIX
Omaha New Orleans
Represented by Adam Young Inc.
TOP RATING IN
CINCINNATI!
IL1.IHV
QUEEN
starring
series
HUGH MARLOWE
The highest rated syndicated
program in Cincinnati,*
America's great mystery
adventure series outrates
$64,000 Question, Dragnet,
Jackie Gleason and other
top network favorites! Get
the facts for your market.
•24.7 Pulse 9/10/56
488 Madison Ave.
New York 22
PLaza 5-2100
49th and
Madison
They starred as timebuyers
I got a kick out of the 19 nanus listed
on page 84 of the 17 Novemher Spon-
sor Hears.
1 personally know and have worked
with 17 of tliem (in m\ old Compton
da\si. I had very close working as-
sociation ... on the same products . . .
w ill) eight of them!
Muria\ Carpenter, president, general
manager, W-TWO. Bangor. Maine
I've grown accustomed to the face
The hells are ringing! Old Friends
have phoned the shop to sing out . . .
"I've grown accustomed to the face"
land the guy's opinions on tv produc-
tion) . . . hut how come SPONSOR has
changed the name (8 Decemher. page
42) ? Hal James is now Hal Davis?
Which Hal has headed Ellington &
-']
Hal James, p.p., Ellington & Co.
I >>. s radio and television for 12 years
for such shows as Celanese Theatre,
Saturday Night Fights, Cities Service
Hands of Amenta.' And which Hal
was a co-founder nine years ago ami
lias heen director of \eteians Hroad-
casting in Rochester. New ^oik. oper-
ating WVET- A M-T\ ? Cerlainh SPON-
SOR ought |<i know . . . that jovial,
redheaded Hal James is still vice presi-
dent in charge ol radio-teta ision at
I llington.
I i. he sure, we leal mil once again
that sponsor is a widel) read publica-
tion!
\. Burke ( Irottj . <■ ee< nin <
producer, Ellington A < o.
• SPONSOR'! apologies to Hal Jamca and thanki
In the many rritilrr^ w liu called «►»" WPOlC lO polnl
OUl the «-rmr.
Who's got the ball?
In looking over the current issue of
SPONSOR, it occurs to me that there is
a little something that SPONSOR could
do for the industry generally, and par-
ticularly the viewing audience.
As you know, each Saturdax during
the football season an important col-
lege game is telecast on a network
and the same is true of professional
football on Sundays. In many of the
games the uniforms of both teams
appear exactly the same.
This was forcibly called to m\ at-
tention when the young people in my
home turned on the television set to
watch the game and to my surprise
turned it off five minutes later and
turned on some other station and re-
marked the\ were unable to follow the
game because of the similarity of the
uniforms.
It would seem to me that next year's
sponsors ol these broadcasts should in-
sist that the teams be dressed in (ou-
tlasting colors in order to get their full
mone\ "s worth for the broadcast.
John M. Allen
Skinner & Eddy Corp., Seattle
SPONSOR south of the border
I have been reading sponsor for over
five years and each time I find it more
interesting and useful.
Sometimes il hope you wont prose-
cute me for ill. 1 have taken the lib-
erty of translating several of sponsor's
articles and have circulated them
among our advertising agencies and
clients, stating of course, that it was a
free translation From your article.
You will be surprised to find out
what a huge success this has been.
There are main people in the Cuban
advertising field who do not fluentlj
read English and therefore, welcome
iu\ occasional promotion letters in
which I include these translations.
You should consider publishing a
monthhj issue of sponsor in Spanish,
with articles from everj country in
South America where radio and t\ is
,i large and developed business.
Luis Hernandez de llita. sales
manauei CM Hi I I . Havana
SPONSOR
I.) DE< I \IBI I! L956
I wont Wevy's Cimmumum Waiscn Bwead
It seems to me I recall reading an arti-
cle in one of your recent issues on the
radio campaign being run for Levy's
Bread in New York.
I would appreciate very much if you
did publish a story on the above, if
you could send me a reprint.
We do maintain a hack file on your
magazine, hut somehow we cannot lo-
cate this particular article.
Leo Kaufman
Kaufman Advertising, Hartford
• The article 'How ra<li<> sold -Wcvy's Hwead' "
appeared in the I I Ma> issue of SPONSOR. Re-
prints of this article are >till available in limited
quantities at 15c B ropy.
Opinions wanted on FCC decision
I feel that the recent decision of the
FCC to ease regulations pertaining to
the identification of mechanically re-
produced radio and tv programs is a
bad mistake. This can only mean that
listeners will feel cheated when they
discover that they have been fooled.
Obviously the entire radio-tv indus-
try will he hurt. I guarantee that a
surprising number of SPONSOR readers
will agree with me.
I think that sponsor is grand and
how about having a "Whatever hap-
pened to . . ." column.
Ross Leslie, Toronto
• How do you feel ahout identifieation of tran-
scribed and filmed i ■ a "> > <>■- ' Does the audi-
ence care? SPONSOR welcomes comment from
readers on this subject.
Tv's third dimension: Humor
Upon my return this morning from an
extended creative trip to the \\ est
Coast, I found my copy of the 24 No-
vember issue of sponsor with the arti-
cle "Tv's third dimension: Humor."
May I congratulate you on a most ac-
curate, interesting and brilliantly writ-
ten article. You have explained the
philosophy of the agency and the spirit
of the commercial to a "T." It is the
best reporting job I have seen in
many, many years.
You may be interested to know. a>
an addendum, that in our use of syn-
dicated film shows we like to get addi-
tional local impact l>\ taking the cast,
or the central figure, and have them do
our commercials or handle special in-
tros and closes for us. \\ e did this as
long as seven years ago with Boston
Blackie, and the device has been most
effective.
Julian A. Grace, partner and treasurer
W. B. Doner, Detroit
SPONSOR
15 DECEMBER 1956
REASONS
UUBTUU
FLORENCE, S -C .
QUfflj
why you should
allocate
for the
FLORENCE, S.<
MARKET
• ONLY VHF IN 78 MILE AREA
• V/a MILLION PEOPLE IN 100 UV/M
$l'/4 BILLION EFFECTIVE BUYING INCOrV:
• 4th LARGEST MARKET IN BOTH NORTH AN
SOUTH CAROLINA
RESULTS!
Recent evidence of pulling power resulted from a campai;
by a meat packing company. Results: 94,763 post cards so
to WBTW in II days! Similar campaigns offer posit;
proof of results in the thriving WBTW market!
Discover more specific reasons why you should alloca
for the Florence market! Contact CBS Television Sp
Sales or WBTW.
JEFFERSON STANDARD
BROADCASTING
COMPANY
SPONSOR
15 DECEMBER 1956
THE SWITCH TO ALL-MEDIA BUYING
Grey is in the thick of it. Here"* how it converts 57-man media
department with evolutionary rather than revolutionary tactics
H
ow do you, as an agency, switch to
the sxslein of all-media bu\ing?
Ever since Y&R became the first ma-
jor agency to swing to the all-media
bu) ing system four years ago, agencies
have been asking this question. Main
already know the answer. Dancer-
Fitzgerald-Sample in New York, Leo
Burnett in (Chicago, and Guild, Bascom
and Bonfigli in San Francisco, for ex-
ample, are only three of the agencies
across the countrv who have all-media
I Mixers.
But to provide perspective for agen-
cies contemplating the all-media pros
and cons, sponsor went to an agencv
by Jane Pinkerton
which is now in transition to the all-
media system: Grey Advertising.
The fact that Grey is just now in the
months-long process of converting for-
mer media specialists provides a
unique opportunity for observation of
Low it's done. Grey opened its doors
to SPONSOR and let its hair down on
the training techniques it ha- evolved
and on the philosoph\ behind them.
\\ hat this amounts to for Grey is a
complete change in media concept and
practice.
Grey, during its 35 years of ex i-t -
ence. maintained the time-honored tra-
dition of separation between the time
and space activities within its media
department. Time was time, and space
was space, and never the twain would
meet — at least not in the mind of any
one media buyer.
Ml this is now being changed.
It's being changed by Larry Deck-
inger, who headed research and oi
media operation- as an exec.itix e ollicei
oi the l>iou ( (i. for l<> \ear-. \ml il -
heing changed by Grey's top manage-
ment team. Board Chairman Lawrence
Valenstein and President Arthur C.
I att. The) brought Dr. Deckinger to
(ire\ last .|nl\ when Biow closed il-
doors.
Gre) ha<l ahead) set up a group
SPONSOR
L5 DE< EMBER 1956
27
system. One of Deckinger's
i - following this lead, was
the push which started the
iding to the e\olution of the
all-media buyer. At this point, three
months later, the swing is half-way
complete.
But how do you convert from one
medium to all?
Ih.xs do you amalgamate the tradi-
tional advertising opponents of print
and airy How do you swing a buyer
steeped in the knowledge of getting a
111', showing in outdoor to the in-
tricacies of a flight pattern in spol tele-
vision? How can a timehuyer, whose
concepts are all geared to the suprem-
acy of air media, he convinced that a
seven-jet plane in a skywriting forma-
tion might do the necessary trick in
terms of consumer impact?
Grey's answer as to how all this can
he accomplished is likewise in the
classic tradition : evolution rather than
revolution.
That's why there's no rigid target
r
ARTICLE IN BRIEF
Grey Advertising Agency in New York
moves into an all-media buying system.
Flexibility in a 57-person media de-
partment permits buyers to work verti-
cally and horizontally, as print spe-
cialists learn to buy broadcast media,
radio-tv buyers learn space concepts
date by which time every air buyer
will have become a print specialist,
and every space buyer will be equally
comersant with radio and television.
The media department — and all 57
persons in it — is geared to getting the
conversion finished as soon as possi-
ble— but it isn't rushing.
Every activity on every day of the
week — and ofttimes on nights and
weekends, too — is guided by the de-
partment's over-all aim of making all-
media specialists out of its buyers.
The conversion extends beyond the
buyers, too. It's Deckinger's aim to
How to get more all-media thinking into buying
l
All-media buyer system: Several agencies, led by Y&R,
began moving toward total integration as long as four years
ago. In these agencies the buyer makes budget recommenda-
tions, plans media strategy, recommends how the budget should
be divided among media. He actually buys for every medium,
thereby achieving a greater perspective over the client's needs,
objectives and sales problems. Agencies operating in this way
include Y&R, Dancer-Fitzgerald-Sample, Leo Burnett, Guild. Bas-
com & Bonfigli. Buyers practicing this agency approach, become
equally conversant with the concepts and the buying techniques
of all media; are better equipped to match the media buy
exactly to the specific needs of the client. Proponents feel that
diversification leads to more creative buying and sounder buys.
2
Associate media director system: I naer this type of
organization the individual buyers are specialized, but they work
on a number of accounts under an all-media man. who's an asso-
ciate media director. The media director can then depend upon
several all-media associates to do the planning and strategy for-
mulating for grouj) of accounts, lb-cent converts to this system
include ,|. Walter Thompson and I'oote, Cone & Belding. Other
agencies thai have an associate media director system include
Kenton & Bowles, BBDO, Compton, McCann-Erickson, Kenyon
& Eckhardt, Cunningham & Walsh, Needham, l.ouis \ Brorby.
Vrgumenl in favor of specialization in buying hinges on theory
that buyer knows his work best when he can concentrate in
limited field ol activity, and become an expert in one medium.
broaden the knowledge, the experience
and the competence of everyone on
his staff. The all-media buyers — there
are 10 of them at this point — are the
kev to this expanded specialization.
But others who are working toward
the day when they will be of equal
worth to either a time or space buying
effort are the assistant media buyers,
the estimators and the secretaries.
Everyone is in on the conversion
act — and everyone will benefit from it,
says Deekinger.
"We're aiming for an over-all me-
dia perspective, and we want all of
our people thinking through a client
objective or a media problem. They
cant do this if they're print-only or
air-only buyers, because then they lose
perspective and fight each other.
Main agency media departments, he
contends, are primarily media rela-
tions departments. "But we like to
stress two other facets, too, as im-
portant as media relations is. We
are strong on planning and analysis.
We want good heads, not just those
good at meeting people. They must
put meaning and feeling into the raw
numbers, and that's what our people
are doing."
Therein lies his second basic objec-
tive in the development of the all-
media buyer: the broadening of that
Inner after he or she has been con-
verted from a one-medium to an all-
media specialist.
Growth on both these scores is per-
haps a bit easier for Grey than for
many other agencies, because Grey's
media department — and its billings —
have soared astronomically in the past
three to four years.
Four years ago, the bulk of the cli-
ents' budgets was in print. And as re-
cently as February l(),*)o. the agency
had only one radio and television Inn-
er, Helen Wilbur. Miss Wilbur, now a
media group supervisor and broad-
cast media coordinator, then had a
timebuving department which included
an estimator and a secretary.
Today, agency billings total some
$40 million on 70 different accounts,
some small and some large. But broad-
cast billings have zoomed in propor-
tion to the agency's growth, account-
ing for about one-third of this sum.
Broadcast billings are still on the
rise, says Deekinger, and this, too,
points up the need for quick conver-
sion of the former all-print buyers to
.ill-media buyers.
But b'>w do yu do this quickh ?
STUNS!!!!
15 DEI EMBER L956
All-media
Helen Wilbu
broadcast bu\
buying group heads include
r and Andy Zipprich. She is
ing coordinator, he's print expert
Account people work directrj with buyers
on over-all client strategy. Donald Jacobs,
William Lucas confer with Buye: Joan Stark
Facts and Figures group and statistical
typing pool, part of media unit, are headed
lis Jo Napoli, right, and Gloria Quartuci
()re\"s media department is as busy or
perhaps busier than those in many
other agencies. The biggest liability
il has is time, the hands racing around
the day-span. But its biggest asset,
perhaps, is flexibility. And it's flexi-
bility which enables a busy staff in
rush-rush days to train buyers in com-
pleteb new media concepts and bu\ -
ing techniques.
Grey starts with a group system,
working under supervision of Dr.
Deckinger. Four media group super-
visors have two basic responsibilities
each. One group is headed by Helen
Wilbur. She and her buyers work on
all of the accounts sen iced b\ one of
the agency's over-all account group
supervisors. The notching of account
groups with media groups holds true
throughout the media department.
In addition, Miss Wilbur serves as
broadcast supervisor for the entire me-
dia department. She continues to ad-
vise on special broadcast matters, even
though other group supenisors are
being steeped in both broadcast and
print concepts.
Group No. 2 is headed by Philip
Branch, who, like other group super-
visors, directs activities of buyers, as-
sistant buyers, estimators and secre-
taries in that group. His secondary
assignment is to specialize in maga-
i Please turn to page 90)
New buying system was instituted by Dr.
E. L. Deckinger. v. p. and media director,
who -larted conversion in Vugust of this year
What do they really want? Just a
few trifles such as a top star
who loves appearing in super markets,
a machine that predicts ratings
SPONSORS DON
Show stars merchandising in every super market
^^ lirislinas is traditionally a jolly season. This is because
there are so mam disappointments at Christmas that you
have to be jolly to live through them. It is the season when
needles drop prematurely from the tree, when expen-es
go up and car batteries run down. For the sponsor of a
tv or radio show, it is the season that finds him pretty
well informed on how his program is going. If the Nielsens
show it isn't clicking, then all the tinsel and sleigh hells
in the world won't hrighten his Yule. A turkey at Christ-
mas is only good if you're not sponsoring it.
What then does an advertising client reall) want for
( hristmas? SPONSOR decided to find out and got a few
answers thai merit no furthei comment. I \ 65 Trendex; an
ultra-sensitive stethoscope for Pulse reports; a 20-year con-
tracl with Phil Silvers with a two-week cancellation clause:
a marketing department equipped with -kin-diving outfits
foi research in depth; a robot account man thai salutes
automaticall) an) idea the client runs up the flagpole; a
barrel to shoot fish in.) Some of the othei answers are
treated in the adjoining three columns. The) are what the
clients reall) want, hut their chances of getting them are
slim indeed. The) ma) have to settle this Christmas for
lich run-of-the-mill [ool i- \ij\Ic socks and a Jaguar.
AGENCY SERVICES
In the area of client-agencv relations, here are a number
of things a sponsor would like to act this Christmas. \n\
one of them he would consider the Cift of The Magi:
111 A merchandising plan that would take top stars of his
show right to the grass-roots of America for personal
appearances. The grass-roots, of course. i- another v\a\ of
saying "to the point-of-sale. \\ ilh such a plan, the sponsor
will know that at an) given hour his talent is out there in
some super market or corner grocerv store autographing
boxes of peanut-brittle mix. This would he a gift in the real
spirit of giving, cspcciallv if the a<l agencv write- it into
the star's contract, and the star- agent can't read. (2)
An agencv presentation that gets right to the point and
doesn't put the client to sleep would make another ideal
gift. (3) \n alternate week co-sponsor i handled bv the
same agencv i who never objects to anything, jusl quietl)
picks up his share of the tab, (4) \n account exec who
bases ever) estimate of what its going to cosl the client
strictl) on calculations never on guesses. (5) \ time-
huvci who gels spots next In Lm\ in ever) market.
let your agencv know thai these are whal vou want
most. Drop hints, ll keeps them on their Iocs.
30
SPONSOR
l)l( EMBER L956
/ANT CADILLACS FOR CHRISTMAS
Discovering another Elvis in a hot dog stand A machine that forecasts how the show will do
PROGRAMING
When it conies to programing, a sponsors hopes are higher
than the angel on top of the Christinas tree. Here are onl)
a few visions of sugar-plums that dance in his head: (1)
Show stars who never get sick or pull a disappearing act.
(2) Discovery — hv the client — of another Eh is Presle)
behind the griddle of a hot-dog stand on Route 222. (3)
A show budget that never gets overextended no matter how
main extras go into the program, i li T\ directors who
create exact!) to client needs, listen to client ideas, and
don't go around in berets and dark glasses. (5) A Padd\
Cha\evsk\ who li\cs out in Whist lestop, Wyoming, and
writes purely for the fun of seeing how you revise his scripts
on tv. Sometimes he suggests ma\ be you're overpaying
him. id) Tv critics who don't subscribe to the idea that
their reputations depend on how cleverl) the) teat a show
to shreds. i7i Fifty thousand fan-letters reading: "'We
wouldn't be caught dead with an) other brand of ski wax
but yours because we enjoy your commercials just as much
as your shows."
If this seems like an excessive list of desires, remember
that it is no longer than an average small boy's letter to
Santa. And a sponsors stocking can bold an awful lot.
RATINGS & RESEARCH
\\ ben a sponsor buys a show, there are three things he
wants to know: ill What do I get? (2) \\ bat will it
cost? (3) What will it do for me? The firsl two can
prett) well be determined. But the third i- in tbc lap of
the gods. So what better gift could a client hope for than
a rating-and-sales predetermining machine lli.il calculates
with ')')'< accurac) bow a show will do at the moment it
i- purchased? I ntil delivers of such a unit, however, he will
be reasonabh pleased with am of the following: (1) \
rapid rating service that gives nationwide coverage reports
within minutes alter a program ends. (2) An absolute.
guaranteed proof of sales forecast from the agency. (3) Vn
accurate tv set count. (4) For the multiple-program spon-
sor, a gadget that shows exactl) bow much in -ales can be
direct!) attributed to each of the programs, i ."> i Complete
figures on what competitors are doing and spending. (6)
A slide rule that estimates in less than a minute the cost
of a spot campaign in 50 markets. (7) \ motivational
research machine that selects in advance the correct com-
mercial cop) theme to sell a specific product.
In short, what sponsors real!) want for Christmas is
the Millennium instead of the Cadillac with biu fins. ^
SPONSOR
15 DECEMBER 1956
31
ROBERT SARNOFF CHARTS Til
This week hi the line/ iraiKi Hold in Miami Beach, Vfi(
and its affiliates celebrate the network s thirtieth anniversary.
On the eve of the convention, SPONSOR asked Robert Sarnt I).
SBC president, i<> sum up where \li(. is headed <uid how it
stands on some oj the important television and radio ques-.
lions oj today. His answers to sponsor's questions follow.
Q. What are the objectives you have set for the
television network for the coming year?
\. 0m basic objectives are to expand our color television
program schedule and to strengthen oui over-all program-
ing with new attractions, fresh program formats and stars.
'I lie interesl * > f both the public and advertisers in color
is growing rapidl) as a resull of our present schedule, which
offers at leasl one majoi program i I"i ever) nighl of
iIm- week in addition to the spectaculars. \\ <■ hope thai 1>\
nexl season we will I"- aide to present al leasl two majoi
color shows ever) night. To lliis end, we have put into
action a further s."..."iiio.i )i )( l project to expand our color pro-
duction facilities in New 101k and I loll\ wood.
The objective of maintaining and increasing the stabilit)
of our programing is actuall) a continuing one from yeai
to year. But it calls for even more concentration on creative
programing designed for television, as against movie film
designed for another medium. We will draw on all creative
sources within television for both live and filmed programs.
But we will be mindful of the special qualities ol live pro-
graming, since we feel stronglj thai it is through the live
medium thai t\ ran continue iu strength and growth.
A related and important objective is to maintain creative
developmenl of public affairs programing and increase fur-
thei the interesl oi clients in backing programs in ilii- held.
Programs like " ide II ide II orld and Project 20 havi
proved highl) attractive to advertisers during the pasl yeai
In the held of daytime programing, our objective is to
continue ouj rapid growth in thai area, both in ratings and
in hilling. \\ ttli the afternoon and noon-time schedules
SPONSOR
I.) DECEMBER L956
completel) revamped, our efforts during the coming months
will he devoted to building up morning sales. There is a
great daytime potential in net tv; our sighu an m| hiuli
Q. You as president of NIK! have often stated your
belief that the future of television lies in li\e pro-
graming. Do you still hold to tin's belief?
A. Most definitely. \nd I am glad of the chance to re-
state this conviction in the face of the flood of Hollywood
features just released for tv. NBC feels strongly that live
service is at the very heart of tele\ ision s tut lire, and we
will continue our emphasis on li\e programs as the \\a\ to
continued growth. Television is many things: it i- enter-
tainment, it is news, it is information, and it i- culture.
It is the omnibus national medium, different from any other.
\ikI its main point of difference is in its live-ness, its im-
mediacy, its right-before-your-eyes quality .
There's room in television for film especially for film
specifically made for television. Some of the top hits on
all networks are on film. \nd certainly film helps news
coverage tremendously.
Live-ness takes on even added importance as the medium
shifts to color. The realism that color tv brings to home
screens must be linked to the realism of live sen ice to have
its full effect on the television audience.
(^. What is the future of the spectacular?
A. The spectacular has proved itself as a valuable part ol
the schedule, both for the medium and for advertiser-.
I ..I the medium, the conversation-making qualities ol the
spectaculai the excitement and sheer s< o] e of thai kind of
show add sparkle and zest. Spectaculars and specials stand
out in the schedule. The) bring to the television audience
the biggesl hits, the biggesl stars from all areas of show
luisille — .
For the advertiser, the) provide a valuable too] foi "ex-
plosion advertising, the kind ol advertising that is I ei oming
iiM'ie and mine important to main clients who must make
themselves heard above the din of the market-place. I",
the advertiser, the) also bring added prestige and leadership,
and stimulate the distribution chain from factory to i
sumei .
lo answei your question — spectaculars now have bee
part ol tin pattern of television. They have a sound future
as an established, successful program form.
ty. Why is the NIK! network far out in front today
in espousing; color television?
V. Were out in front because we believe in color tele-
v ision and have been willing to back up this belief with large
expenditures for the development of color production tech-
niques, plant facilities, and programing that stays far in ad-
vance of actual set sales. Together with our parent com-
pany, RCA, we are dedicated to making color television a
truly mass medium as rapidly as possible — and that high
attraction network programing in color is the fastest way
of achieving that goal. We feel that color lelev i-ion will
zoom the medium into a period of growth and expansion
that will even dwarf its advances of the past 10 years or so.
(Please I urn page)
UTURE OF NBC
Tv programing: "*. . . in the face of the flood of Hollywood features just
released for television. . . . NBC feels strongly tliat
live service is at the very heart of (derision's future."
Color: "We hope that by next season we will he able to present at least
one major program in color every night in addition to
the spectaculars . . . at least two major color shows every night."
Network radio: ". . . we haie discovered that network radio has unex-
pected sources oj strength . . . news-on-the-hour mil add new strength and
with local news will give the affiliates an unbeatable service."
Reorganization: . . with our neu structure . . . decisions ran be made
more quickly and more thoroughly and as a result advertisers can get an-
swers on major questions quickly, because that's what we're set up lor."
SPONSOR
15 DECEMBER 1956
I fc"a ■ Advertisers should stiek with programs for a reasonable
length of time. The schedules of all networks are full of
programs that took a year or two to move into the hit category
O. Do you think advertisers are sometimes hasty in
cancelling new network shows on television? (In
radio, they Mere accustomed to look upon the first
I .'i weeks as hash-ally a period of experiment.)
A. television is played for much higher stakes than radio
evei was, even in pre-h days. So it's easy enough to under-
-taml a client s apprehension when a program doesn't take
hold from the ver\ start. Still, it seems to me that if an
advertisei is sufficient!) sold on the basic merits of a new
program to hack it. he should stick with it for a reasonable
length of time as long as it demonstrates it is building a
following. The schedules of all networks are full of pro-
grams that took a full year or two to move into the hit cate-
gory. This i- especialK true when it comes to putting over
radicall) new formats and personalities, many of them in
the low-pressure category.
O;. What is \BC doing to develop new talent and
program formats?
\. \I>(T- Talent Development Department was set up for
just this purpose, and is now rounding out its first year of
operation. During the year, the department uncovered some
300 properties for l\ spectaculars and nighttime dramatic
programs, signed up a group of promising young corned)
writers for seasoning and traveled all over the countr) scout-
ing college dramatic groups, communit) theatres, and the
off-Broadwa) and straw-hat circuits for star material. A net-
work's product is its programs, and were investing in re-
search foi the products of the future. This organized form
of program development becomes more important as tele-
vision ranges evei farther into allied entertainment fields
for ii- properties and stai-.
D\ Where does network radio stand today, and what
i- its future?
\. Tin- growth of television has forced us to reappraise
network radio and re-adapt it to its new role. In digging
into the problem we have discovered thai network radio has
unexpected sources of strength. Take news, for example:
-nine people -till prefer radio for news, so we have set up a
new operation with oui affiliates to bring them five minutes
of network news ever) hom of the broadcasting <la\. plus
,( "hoi line" service foi flashing important new- develop-
ments to all stations when the) happen and from the place
they're happening. This news-on-the-hour will add new
strength to the radio network and, when combined with
local new-, will give the affiliates an unbeatable service in
their ana-.
Then there is daytime radio. We have found that, despite
years of television, more people listen to radio than watch
tv from seven in the morning until three in the afternoon.
So, starting with Bandstand, we have begun making over
daytime radio into a medium fur stead\. ■■reminder'" adver-
tising reaching large cumulative audiences. Even at night,
there are large groups of people who still prefer radio —
no matter what's on television.
Then there is the weekend, and Monitor has shown us
how successful a program can be if it appeals to Americans
as they go about their weekend leisure activities. Monitor
has been so successful that we are extending it to include
Friday nights when most people actually begin their week-
ends. Finally, we are making the entire radio schedule
flexible enough so it can be used for the new technique of
"Imagery Transfer." W ith this technique, a brief announce-
ment is used to trigger the memory of a sales message stored
up in the listener's mind. In sum then. I believe that, if we
make full use of all the resources we are discovering in net-
work radio, the medium will continue to bring important
service to listeners and advertisers for a long time to come.
Q. NBC has gone through a recent executive re-
alignment. Would you outline the role of each
executive vice president?
A. 1NBC has reorganized its executive -Inn tine in line
with it- rapid and continuing growth. As part of this plan.
live executive vice presidents have been created on a top
management level. Four of these live positions were filled
hv promotions within the company.
Thomas A. McAvitv has been made Executive Vice Presi-
dent. Television Network Programs and Sales. In his new
post. Tom is in direct charge of tv programing and sales,
and has reporting to him a Business Affairs Office. This
position was created because of the vital importance of
television programing and sales in our over-all operation
and the advisabilit) of having a top-level executive concen-
trate exclusivelv on these functions.
Charles Dennv was made Executive \ ice President, Opera-
tions. He was formerl) v.p. in charge of our owned ft and
radio stations and Spot Sales, and will continue to he re-
sponsible for these operations. In addition, he now has
reporting to him the NBC Radio Network, Production Facili-
ties, and California \ational Productions, an NBC subsidi-
arv which engages in tv film syndication and related ac-
tiv ities.
John \I. Clifford, who was formerl) Vdministrative Vice
President, has been made Executive Vice President, Ad-
ministration. Reporting to him are talent and program
contracl administration, the lav. department, the treasures -
I
SI'ONSOlt
15 DKi EMBER 1 ')■">(>
office and the v. p. for the Pacific Division. He also con-
tinues in charge of the personnel department, engineering
and facilities administration and the controller's office.
David C. Adams, who was a staff vice president, has been
made Executive \ .P., Corporate Relations. Dave heads up
a new group that includes Station Relations, the Washington
Office, and Planning.
On January 1. Rohert E. Kintner. former president of the
American Broadcasting Co., takes up his duties as Executive
V.P., Color Coordination. In this new post, Bob will be
responsible for coordinating all-out color tv activities, and
will also handle other important stafT duties as assigned In
the president.
A. We cannot, and wouldn'l want to, advise affiliates on
their own local schedules. Feature film has proven to be
of value in certain areas of local programing.
<^. Do you regard the recent criticism of network
coverage of the United Nations as valid?
A. Distinctly not. I am convinced that our News Depart-
tnenl made the right decision in not covering recent crucial
sessions of the U.N. in their entirety. Even the most dra-
matic meetings of this kind are marked by long stretches of
procedural wrangling, dull speeches, and technicalities. You
may recall that when the networks covered the recent politi-
Q. In today's era of highly organized network ad-
ministration, will the advertiser be able to get the
same kind of quick decision-making possible when
operation was centralized in a few hands?
A. One of the main goals of our new executive structure
is to retain the fast-moving, hard-hitting, flexible qualitv
that is more important than ever in a business like television.
Tv networking is getting more complex all the time. But
with our new structure, which centralizes responsibilitv for
the principal activities of the company in specific top execu-
tive positions, decisions can be made more quicklv and
thoroughly, and as a result advertisers can get answers on
major questions fast, because that's what we're set up for.
0- What effect do you feel the backlog of feature'
film now being released by the major studios will
have on network television?
A. I do not feel that the flood of Hollvwood features will
have any long-range effect on network tv. True, an inde-
pendent station showing a particularly good movie that
doesn't show its age, might eat into the ratings of the net-
work shows in that market on that occasion. But what about
all the other Grade B, C and 1) films in the package? And
what hold will the films have on the public when they have
been run. and run again? I feel that network programing,
with a balanced, comprehensive structure of entertainment
and information, made specificalK for tv. is a much stronger
audience draw than all but a ver\ few old features. Hollv-
wood films were not produced witli tv in mind. They gen-
erallv cant compete with good programing designed spe-
cifically for the home tv screen.
Q. Does NBC have any plans to use feature film
programing on a regular bsais?
No.
Q. Would you advise NBC affiliates to buy the Holly-
wood backlogs or stay away from them?
Color tv interest is growing rapidly. NBC President Robert SarnofT
told sponsor, reporting that NBC will invest another $3,500,000 in
expansion of color facilities Above. Robert SarnofT with Gen. David
SarnofT. RCA board chairman, at WNBQ ^i 1 1 -< -■ ■ I • « r- announcement
cal conventions from gavel to gavel, we were criticized for
being dull.
Networking is an intricate business, and it would be
impossible to cut in and out of regular shows, especialb
filmed productions, to bring the public the occasional dra-
matic highlights of the I .\. sessions as they occurred at
indeterminate times. We retain the same right as a news-
paper to use our best editorial judgment on the coverage
of a story. A stud) of the record will show that both NBC
TV and NBC Radio covered those sessions with great
thoroughness — a thoroughness comparable to that of the top
newspapers — and we also covered all the other important
news events that were breaking all over the world, to give
the audience an over-all picture of the news. ^
SPONSOR • 15 DECEMBER 1956
35
Leo Burnett s neu home,
I hicago's Prudential Building
HOW TO CREATE
THE CREATIVE ATMOSPHERE
Pre-planning and ingenuity
make Burnett agency's new offices
both functional and inspirational
miiiiiiiii^
If I had a big
terrace, I'd . . .
Leo Burnett, long noted for his light touch,
inserted a lin\ box in lull-page ad in the Wall
Journal, noting that the agency's new
space included a huge (21.770 square foot)
terrace and asking for ideas on how it could
he used. [mong 200 write-in suggestions:
0 Vpple orchard (Burnett's trademark is a
bowl of apples) . . . idea hatcherj . . . minia-
ture aspirin plant . . . vantage poinl for talent
-pollers . . . cider press, discreetl) hidden
. . . retreal for jingle writer- . . . for airing
grej flannel suit- ... a place to serve tea
£ Shouting -pa.,-. "Put those admen and an-
nouncers on your terrace and let them shout
to the wind, the sky and the lake." ... a
German beei garden . . . an old fashioned lit-
tle garden ... periscope sighl to find new -i.n-
to reach (agency's logo is a hand reaching
for stars) . . . badminton or ping pong court
0 luvenile Centd t" stem tide <if jii\enilc
delinquenc) . . . test ground for wind chimes
. . . outdooi pep rallies at tw ilighl for hue
working people . . . fly-casting poo] . . . sun
d'-rk for a sun-tan break . . . mole] foi birds
■^rogressive ad agencies, in their moves to new quarters,
strive for two things: functionalism and inspiration. Leo
Burnett agenc) in Chicago, expanding to keep pace with
its soaring billings — now ST.") million, with 57' < in broad-
cast media — is the latest to stress the functionalism of a
factory in order to get heightened creativity.
It's rented five and one-half floors in the new Prudential
Bldg., and its move was planned a year in advance to make
jobs easier, creative efforts mote productive.
The broadcast floor. 13th. is the center of the agenc\
operation. Most expensive installation in the shop, it has
these features: studio with kitchen-laundrv equipment, and
still and movie cameras for use as an experimental t\ lab
for those wot kino on food and appliance accounts: tape re-
cording pickup equipment, so a commercial "proof can be
taped for a client: film storage libra] ; . from which a dumb-
waiter carries prints to projection room (there, two projec-
tors, 35 and 1(> mm., run on a track between two plans con-
ference rooms); viewing theatre with seals on an incline:
control room and screening room.
Other innovations: carpeting, soundproof ceilings around
media estimators, to avoid excess clatter of calculators;
North light for all artists: specially built trough around
steno room so luilk\ t\ slor\ boards can be copied from
stand-up position: wiring for closed circuit t\ : pneumatic
lube >\ stem foi messages.
Personnel statistics: media. 98 people: t\ film depart-
ment, 37; broadcasting, 56; art, 51; copy, 56; total, 650.
Spaciousness gives freedom of movement and thought. Pres. K. N.
Heath (1) greets client Hal J. McCormick, Motor,. la adv. dir.
si'(t\S(il< • I) DECEMBER 1956
Experimental units aid staff in thinking; are fun, too. This announcer's booth, manned by Don
Tennant, tv film copy supervisor, has piano inside, tape recorder* (Jutside. It's part of installation on
radio-tv floor which includes complete kitchen an! laundry set-up for on-the-spot testing of ideas.
Creative people try out commercials and shows. No finished work is actually done here howevei
Convenience of message center saves time, strain, wear and tear on feet.
Pneumatic tubes in heart of the agency, on 13th floor, connect all five floors and
carry teletype, telegraph and telephone messages for personnel to receptionist
at each main reception desk. Every innovation is geared to efficiency and ease
Comfort i- 'i primarj consideration. I verj Booj
has an automatic coffee dispenser. Other touches:
natural lighting for clerical workers, built-in
i\\ planters, varying wall and floor color -cherries
THREE-HOUR
RADIO RATINGS
Pro: Hooper likes larger samples that would
result. Con: Pulse feels long-span rating hides
important data. Agencies doubt long span is answer
: . ■ : . . . ■ - I . ' ! i : .
PROPOSAL
iuthor of plan lor three-
hour radio ratings is If.
Ward Dorrell, Blair re-
search chief. He said
lhe\ would provide sta-
ble figures, bigger sam-
ples, quicker reports.
Dorrell also argued that
pre sen t-day saturation
Inning techniques make
the current 15-minute
radio rating, nun in com-
mon use. unnecessary.
llllll!llllllll!lllll!lll!l!lll!illlll!lllllilllllllllll!lll!llllll!IIIIIIIIIUIIIHIIIIIIII!llllll!l!llllim
REACTION
Pulse's Roslow holds three-hour ratings would hide
much data on radio listening habits, feels stations
need 15-minute data. Hooper's Knipe says monthly
pattern of day-part indices supplemented by seasonal
15-minute figures will meet the needs of the sponsor
l)i. >\<lney Roslow
James L. Knipe
niiniliiiiii mum ■ minimi 11 iiii:iiiiii!ii;iiiniiiiiiiimiiiiiiiiiiiiii!iiiiiiiiiiiiiiiiiiiiiiiiiiiiiii!iiii:i!iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiir-
I he proposal that radio rating serv-
ices measure listening in large blocks
of time, rather than in 15-minute seg-
ments as at present, is not regarded as
a basic solution to the radio ratings
problem b\ admen; two ratings firms
differed In their appraisal.
Made in the 8 December issue of
sponmik b) W. Ward Dorrell, research
chief at John Blair and Blair Tv. the
proposal embraced a suggestion thai
three hours be chosen as the standard
period foi radio ratings! Dorrell point-
ed out, however, that an) lengthening
in the time span would provide greatei
u i huh \ and stability to radio ratings,
ll<- also argued that present-da) satura-
tion Inning techniques make the 15-
minute measurement span unnecessary.
Vmong those questioning the value
of longer time spans was Dr. Sydney
Roslow. head of The Pulse, Inc. While
agreeing that the idea was a good one
for buyers of saturation radio. Roslow
cautioned that the station itself needs
the detailed programing profile that is
provided b\ 15-minute measurements
for pinpointing the station's audience
strengths and weaknesses.
As for the buyer, Roslow said,
"longer time spans make his work
easier but. otherwise, there is no big
advantage. The saving in COSt which
could be put into larger samples is not
big enough to increase the sample
much. Don't forget. you need to
quadruple vour -ample to cut your er-
ror in half." Roslow. agreed, however,
that the longer time span would in-
crease Pulse?!S rating accuracy to a
degree large enough to be measured.
Roslow maintained that three-hour
periods would hide much of impor-
tance going on in radio listening hab-
its. He pointed to the important morn-
ing slots where, in a brief period, the
home is suddenl) denuded of its males.
Thus, he said, much valuable audi-
ence composition data is lost.
James L. Knipe. president of C. E.
Hooper, Inc., whose telephone coinci-
dental method inherently provides that
the sample size is increased in direct
proportion to the increase in time span
measured, stated:
"Every honest researcher every-
where, always, wants a larger sample.
But larger samples create costs which
are impossible to all concerned. So.
the answer is the measurement of
longer time periods. Here is a fine
example of where the economics of the
radio business fits the realities of pres-
ent-day timebuying.
Knipe said that Hooper's present
pattern in main markets of providing
monthly day-part indices supplemented
by seasonal reports breaking down the
audience by half- or quarter-hour peri-
ods would meet the needs of radio
buyers today.
Agency researchers, all of whom are
well aware that the statistical error for
many radio ratings is almost as big
as the rating itself, were quick to point
out that timebuyers can provide them-
selves with more stable ratings from
current measurement figures bv mere-
ly averaging 15-minute figures over as
long a period as thev want.
The media director of an agencv
with substantial radio-tv billings said
three-hour spans would he useful if it
can be proved without doubt bv the
rating services themselves that radio
listening is usually on a level keel.
"But if a special study with a lariie
sample shows peaks and valleys of lis-
tening, then we need the short time
periods."
A number of agencv people pointed
out that, while run-of-schedule huv ing
is increasing, there is still much fixed-
position buying — which requires the
15-minute rating.
The radio-tv research boss at one of
the to]> agencies felt the Dorrell pro-
posal implied a compromise was nec-
essar) in the radio ratings business.
He said. "We need both bigger sam-
ples and we need the 15-minute rating.
\ number of agencies are willing to
pa) for this. I think stations should
ante up. too. ^r
38
SI'ONSOK
15 DECEMBER 1950
PART 1
OF TWO PARTS
Which Media Would You Pick
WERE YOUR CLIENT?
This is the question posed to three agency media directors hy the
American Association of Advertising Agencies at its Eastern Re-
gional conference. The men were hriefed on Product X with the
facts listed helow. For their final media selections, strategy
and reasoning, see next page W r r r r r V
Product description: \ potable, consumed at the rate of about .(> pounds per \ear per
person. However. onl\ 60$ of total U. S. families use the product regularly. Total annual
industry volume is approximately 100 million pounds. This product's share of the market
is about 20% in its sales area. It is relatively high in appetite appeal. Its packaging,
while distinctive, is not particularly adaptable to visual presentation.
Consumer profile: Primarily urban and in the middle and lower-middle socio-economic
groups. It is bought more heavily in the South in the warm weather months, more hea\il\
in the North in the cold weather months. Its heaviest consumption is in Larger families and
it is consumed by the entire famih. with emphasis on adult females. The "buying agent"
is the housewife. Certain ethnic groups, particularly those of Anglo-Saxon origin, are
heavier than average consumers. Item purchases are higher Thursday, Friday, Saturday.
Price and distribution: Price varies by unit size, and largest selling size costs about <> '■'>< .
It's competitively priced with other major national brands, but private label and price
brands sell at from 53^ to 59^. Distribution is regional, East of the Mississippi, with the
greatest strength in New England, Northeastern and Southeastern states. This area repre-
sents two-thirds of total industry sales. Distribution is good. Brand i- ll(> years old.
Advertising budget: S750.000 annuallx. which covers all time and or space ad\erti~in-.
This does not include preparation charges for broadcast or print commercials. The ad
budget was arrived at 1>\ applying a rate per unit based on estimated -ales lm coining scar.
Competition: The product is in second place nationally, and in fir^t or second in it- dis-
tribution area in virtually ever) important market. There are no plan- at llii- time to
market the product nationally. Because of this, the basic advertising objective for the
short-term future is to increase share in the present distribution area, particularly inso-
far as this involves cutting into the present share of its immediate competition. It is a
growing brand, in contrast to all but one of it- three principal competitors.
Illlllllllllllllllllllllllllllllllll
SPONSOR • 15 DECEMBER 1956 39
All three media directors chose air media for Product X but each had different appro
Benton & Bowles' Lee Rich picked
SPOT RADIO
84' .. of budget, $628,000, goes to spol
radio, with Sunday supplements, com-
ics, getting remaining £122.000. Radio
pattern: 52 weeks, daytime hours in
43 markets. Frequency: from 15 to
25 announcements weekly, depending
on market size and sales potential.
Facilities: split between power, smaller
stations. Aim is for all-family audi-
ence in early morning, women — prod-
uct's prime target — in later morning.
Expected results: 80% coverage of
all homes at 68£ cpm impressions.
Strategy in detail below
Grey's Larry Deckinger picked
SPOT TV
Spot gets entire budget, with daytime
spot l\ the basic medium, supplement-
ed with evening tv and radio "if there
were extra money." Tv plan: 42 mar-
kets, four and one-half Class C and D
announcements weekly for 52 week-.
Estimated unduplicated coverage: 22. 5
million homes, 90% of tv homes in
distribution area. Other estimates:
four-week cumulative audience, 41%;
cpm homes reached. 81.00. possibb as
much as 25' < less, vv ith an average year
round rating of 8% per commercial.
Strategy in detail next issue
JWT's Art Porter picked
NET & SPOT RADIO
100% of budget goes to radio — $367,-
000 to network, $208,000 for supple-
mentary spot drive. $176,000 for sec-
ond step-up seasonal spot campaign.
Network recommendation: five 7%-
minute segments of fi\e CBS programs
weekly for 52 weeks. Spot: (1) five
announcements weekly for 52 weeks on
102 stations, early morning time; (2)
10 commercials weekb for 22 weeks in
same 102 markets, with early morning,
late afternoon time periods, during
peak consumption seasons.
Strategy in detail next issue
WHY B&B'S RICH CHOSE SPOT RADIO FOR PRODUCT X
Lee VI. Rich, vice president and asso-
ciate media director of Benton &
Bowles, New ^l oik. recommended spot
radio supplemented with print for
Product \ in his presentation at the
recent Eastern Regional conference of
the American Association of Advertis-
ing Agencies. Details on his recom-
mendation, with the reasoning, are
presented in this condensed report on
his talk.
* * #
Rich- basic recommendation was:
Air: Fifty-two weeks of daytime spot
radio, concentrated in the brands pri-
mar) distribution area Last of the \li —
sissippi. Ibis recommended spot cam-
paign was to consist of from 15 to 25
announcements per week. The number
ol radio ai mcements to be pur-
chased in each of the markets was de-
pendent upon the market si/e and the
sales potential ol that particular mar-
ket. The radio campaign, to be placed
in 13 market-, would cost $628,000
:; I' . of the total available budget of
$750,000.
Print: Sunda) supplement and com-
ic campaign in 24 market areas during
the i Imt's peak selling season, in
the Southeast during the summei
months, in the Northeast during cold
months. The schedule was to include
eight half-pages, black and while, in
local Sunday supplements and one-
third pages in four-color in comic sec-
tions where rotogravure was not avail-
able. The cost of this supplementary
print campaign would be SI 22,000,
1(V; of the total budget.
The determination of a media plan
is dependent upon main factors. sav-
Rich. "'Rather than list these factor-
in a verj matter-of-course way, I'd like
to expand on them a little and show
how each one had its own particular
role in formulating our recommended
media plan.
"First, however, after evaluating the
marketing slratcgv of this product and
the Intrinsic characteristics of this
product, we came to the conclusion
thai almost all local media types avail-
able to an advertiser todav could do
an adequate job for the brand.
"It was our job to determine which
of these media types would do the best
possible job for the brand.'
Rich noted thai two basic limitations
iiitiitn.il ic 1 1 K excluded some media:
i I i "the size of the budget, and the
necessity to have oui broadcasting
messages longer than in second-. ' and
(2) "the necessit) ol purchasing rela-
li\el\ large -pace -i/e to en-ure ,\t\<-
quate presental ion "I the cop) stor) .
I be agenc) 's major com ei n was get-
ting maximum coverage with adequate
frequency, and visual presentation of
the product was of "secondary impor-
tance." \\ ith these marketing basics in
mind, agency executives ruled out me-
dia other than spot radio and the sup-
plementary print schedule for the fol-
lowing reasons.
Television : "Although it offers cov-
erage and frequency, the adequate use
of tv on a sustaining basis was not
within our budget level unless we used
10-second I.D.'s. This was rejected be-
cause this is not adequate time to tell
our copy story effectively."
Newspapers: "Although newspaper
would provide adequate coverage, the
size of the budget prevented US from
delivering adequate frequency of mes-
sages against our prospects unless the
size of space was greatly reduced. We
felt that by any reduction of space our
message could not be effect i\ el v and
properl) told.
National magazines: "Manj publica-
tions lodav oiler regional split runs.
\ii publication or no combination of
publications could be found to meet
the brand's geographical need and to
do an adequate coveiage job at the
same time.
Outdoor: "This offers the manj flex-
ibilities needed and also can do an
adequate coverage job. However, as
i Please tarn to pau,e 42)
40
SPONSOR
I i m i i \im:n 1().">()
(roduct X is actually Tetley Tea
Client* own agency. OHM, picked
SPOT RADIO
Tetley's actual campaign gives entire
8750.000 budget to spot radio. Radio
in 65 markets, with greatest strength
in New England, Northeast. Southeast,
delivers potential reach of seven in 10
homes in week. Buying pattern is
"flights." in three weeks, out two, in
three, lor total of 26 weeks in course
of year. Broadcast days are Thursday,
Friday, Saturday. Cost: "consider-
ably less than $1" per 1,000 per com-
mercial minute. Frequency: 10 to
40 minutes per week, per market.
Strategy in detail below
UNIQUE SESSION above had three panelists outline media they'd choose for
Product X. Chairman James J. McCaffrey at rostrum explains what *'X," Tetley
Tea, actually buys. Leo Bogart (r. ), McC-E., presented critique of all lour plans
WHY TETLEY TEA ( PRODUCT X ) SELECTED SPOT RADIO
James J. McCaffrey, senior vice presi-
dent and media director of Ogilvy,
Benson and Mather, represents the
agency which actually services Prod-
uct X — Tetley Tea. The agency has
handled the account since last spring.
sponsor presents excerpts from his
4A speech, outlining how his agency
made its decision to use spot radio.
Has the campaign been successful?
Yes, says McCaffrey, so much so that
"we're sticking with it for the forsee-
able future."
McCaffrey told his audience that the
planning committee for the AAAA
workshop originally had wished to pre-
sent an imaginary problem to all three
of the "guest expert" media directors
scheduled to appear on the panel dis-
cussing "How to Plan Media Strat-
egy." But this plan fell through, as
he reports in the portion of his speech
which follows immediately.
* * *
Of course one of the big objecthes
in this whole thing was to have kept
our panelists in the dark, not only
about the identity of the account, but
that it even was an actual case hi>-
tory. Ideally, they were supposed to
have been surprised that all their plan-
ning and strategy development was not
on behalf of a strict!) imaginary cor-
poration and product.
Unfortunately, this is not the case.
Our three guests went at the problem,
hammer and tongs, combining the
shrewdness and tenacity of Sam Spade
and Sherlock Holmes. Within 24
hours, each of them had identified the
plan category and the actual account.
Last spring, when Ogilvy, Benson &
Mather was appointed advertising
agent for this account, my agency and
I faced very real problems when we
were called upon to develop our first
advertising plan for the Tetley Tea Co.
Here are the ingredients of the actu-
al Tetley advertising plan at present.
The entire budget — $750,000 — is
concentrated in locally bought spot ra-
dio in 65 originating markets within
the distribution area. Roughly speak-
ing, these 65 markets are the biggest
and most important cities in the East-
ern half of the U. S.. with a few nota-
ble exceptions such as Chicago.
ARTICLE IN BRIEF
Broadcast media came out on top in
recommendations of three media
directors for advertising of Product X,
later revealed as Tetley Tea, in media
"test" given by 4A's. In this issue,
B&B and Tetley's agency, OBM, ex-
plain why their choice was spot radio
The prospectus ion Product \ mar-
ket data submitted to the panel I stated
that the product was in distribution
east of the Mississippi River, with its
greatest strength in the New Kngland
and Northeastern and Southeastern
states. It should be noted, however,
that the 05 markets selected are not all
necessarily the most important cities
in terms of sales for the brand or that
of it- competitors. Some lesser mar-
ket- were included in order to provide
optimum potential radio coverage.
On the matter of volume and fre-
quenc) of advertising, it didn t take us
long to discover that if we wished to
provide coverage, even with a medium
as economical as radio, in the entire
Tetlej distribution area, we would
-mm he forced to do some compromis-
ing on frequency and extent of sched-
ule under a budget of $750,000 in the
course of a full \ear.
In dexeloping our plan, our first ob-
jecti\e was to provide an approximate-
K equivalent level ol coverage in the
full Tetlej area. \\ e fell thai this was
basically a sounder approach to the
problem than would be any method
of weighting co\erage b\ sale- \olume.
\ml sales potential by region was a bit
obscure.
We knew that approximately 98^5
i Please turn to page 1<> I
SPOiNSOR
15 DECEMBER 1956
41
RICH'S PLAN
I Continued from page 40)
long as our cop) platform includes as
man) product characteristics as ii
does, we do not think that the nature
of this medium will allow an effective
presentation ol an in\ olved cop) ston
on a sustaining basis."
The final media decision on the ba-
sis of this evidence was spot radio,
with a station and market lineup which
gave the product !!0' , coverage of all
families cast ol the Mississippi.
Said Rich: "We determined that this
coverage level is not only adequate hut
well above average within the funds
available, and that a similar level
could not have been achieved with any
other media t\ pe.'
What kind ol frequenc) did Rich
recommend to reach this market po-
tential.'' A minimum of five announce-
ments weekl) on top powerhouse sta-
tions in major urban centers.
"Powerhouse stations have not only
the advantage ol large eoverage areas,"
said Rich, "'hut the) also achieve
above-average ratings in the outside
areas. Our product, however, is main-
l\ urban, and it i> in these urban areas
where l\ make- the greatest inroads on
radio ratings.
The plan, therefore, called for pur-
chase of the rest of the spots in the 15
to 25 per week quota on smaller, less
costly stations with high coverage.
Radio parallels our market
"In our opinion, radio parallels our
market profile better than an\ other
media type. A big part in thai mar-
ket profile is taken h\ the housewife.
the brand s primary purchasing agent.
so announcements were scheduled be-
tween earl\ morning and noon. The
strategy: to reach an all-family audi-
ence in the early morning, housewives
alone during the late morning hours.
Cost was a major facto] in the '-•'lec-
tion of radio as the primary medium.
-*a\- Rich: "Radio today represents
an economical means of reaching
pi ime purchasers of our product the
adult females with a relativel) high
decree of frequency. Our reconi-
iiii nded radio effort w ill reach in a
four-week period \1' , ol the radio
home- east ol the Mississippi with an
averagi fi equenc) ol 6.7 ii s ami at
,i i ost-pei -1,000 delivered ol '>■".<•.
'Someone ma) think that VI' , ap-
pears to he low . Let S keep "Me thing
in mind. If we had a budget that
would afford us the purchase of 50' <
of a nighttime half-hour in television,
and assumed an average rating of all
-how- on the air today is anywhere
between a 20 and a 25 in a four-week
period, we could hope to achieve a
reach of 55', to 10' < with a frequen-
cy of 2.0 or 2.5. The cost-per-1,000
of t\ would he greater than of radio.
The secondary media effort. Sunda)
supplements and comic sections, is sup-
plemental^ to radio and i> seasonal.
Sunday sections "provide deep cov-
erage of urban areas, where the
brand's greatest sales potential is.
They add additional impact in the
form of the printed word and visual
package presentation during the peak
selling sca-on on top ol a sustaining
broadcast effort.
"Roto supplements are our first
choice because of their superiority in
reproduction, and the availability of
the all-famil) audience. While comics
are less desirable, we still prefer their
use over daily or Sunday run-of-paper
advertising because of their better
icadei -hip and higbei \ isihilit\ . and
because the use ol color will make up
for some of the deficiencies through
higher noting.
"The comic- in our effort account
for only 21' < of the total circulation.
On an over-all basis, this print effort
will deliver some 73 million impres-
sions in prime marketing areas at a
total famil) coverage of approximate!)
12' < . The 24 selected markets receive
an average of better than 70% cit)
zone famil) coverage.
Rich, alter specifying these media
recommendations and the reasons for
them to his Four A audience, ventured
deeper into his agency's philosophy in
c hailing the marketing and the media
strateg) which would match the needs
ol the product. He look si\ basic ad-
vertising concepts, "words that we
have all heard. ' and proceeded to "tie
them hack to media" and the media
decision.
Merchandising: "The merchandis-
ing characteristic ol our product was
not a major factor in our choice of
an) particular media hpe. Merehan-
di-ing i- an extremely helpful weapon
that should be taken advantage of at
evei \ oppoi tunity, but should he re-
garded as only one factor, and a minor
one ;il that, in the choice ol media.
\fter regarding carefull) the geo-
graphical limitations that we yvere
winking against, we ha\e concentrated
our efforts on creating the highest pos-
sible consumer demand regardless of
method and agencies of distribution.
"If merchandising can he achieved
through any of the media ty pes that we
have suggested, good. Unquestion-
ably, we will use it. If not, then we
are going to have to make our media
type that we have recommended work
that much harder."
Advertising budget: "Ibis has been
a constant wail in the advertising busi-
ness. If you have $750,000, the hud-
get is too small. If you have $10 mil-
lion, the budget is too small. Rut let
me relate it back to a very important
point. 1 he si/e of the basic advertis-
ing investment is primarily determined
by the sales of a brand. We media
people must take that budget and at-
tempt to deliver adequate coverage and
adequate frequency in line with the
marketing plan to sell merchandise.
A solid jo!> in one media
"We are firmly cominced that it i-
more profitable for a brand to do a
good solid job in one media type than
to spread itself thinly over various me-
dia. In this case, yve believe radio can
do this job effectively because it does
more so than any other media type, in
our opinion — meet the marketing re-
quirements of this brand."
Fle.xihilitv: "l.very advertiser, every
brand, must remain flexible. Ry this
I mean flexible in terms of monetary
commitments, ol being able to shift ad-
vertising weight seasonally as yvell as
regionally, of message length and
space size.
"The use ol radio announcements
will enable us to heay\-up in certain
markets to compensate for rating dif-
ferentials. It also permits reductions
in shifting of schedules in order to
take care of any budget problems that
may arise.
"The local nature of our recom-
mended print purchase also offers ex-
tremel) high flexibility, (dosing for
black-and-white space in supplements
and comics is usuall) three to four
weeks, and availability of space is sel-
dom a problem. Should il be decided,
for instance, that an extension of our
seasonal print i- advisable, space size
can be reduced and frequency in-
creased on short notice.
"Our entire plan doesn't call for an\
budgetar) commitment longer than
three to four week-. The importance
of ibis kind of flexibility has again be-
12
Sl'OXSOK
I 5 in < i yiUKH 1050
K
N
PARIS' ,12
DENMARK 23M,:
NAPLES 23m,:
SK£P^ 25m,
POLAND 17 m,
MEXICO 37m,
^PERU ' ^Jm,
:CHINa' 94mi
r
•rr"-"'?' ^*
How well do you know the Boston market ?
Everybody has a soft spot for some-
thing familiar — whether it's the
scarred bark on the old oak just back
of the Grange Hall, or the chalky
smell of the corner poolroom. Many
Bostonians have a soft spot for
some of the people and things pic-
tured above:
A. Bird house given to the city by a Swiss
visitor. Boston Common.
B. Stove in Boston and Albany freight
terminal, Springfield.
C. Welterweight Tony DeMarco with Fred
Cusick, WEEI Sports Director.
D. Roadsign near South Waterford, Maine.
E. Photo-elastic stress pattern, photo-
graphed by polarized light at M. I. T.
F. Mill on the Merrimack River, Lawrence.
G. Figurehead of Andrew Jackson, carved
in the Boston Navy Yard about 1834.
H. Door of Harvard Lampoon building.
I. Snake Goddess, 16th century B. C.
Boston Museum of Fine Arts.
J. Casino Theater in Boston.
K. WEEI News Editor Charles Ashley.
L. New Kresge Auditorium, M. I. T.
M.The Boston Stone.
You won't find many soft spots in
the people of Boston. That is, you
won't if you're a stranger. The Bos-
tonian keeps his sentiments care-
fully hidden. He's a tough customer
to sell. But once you've won his
trust and his confidence, he's likely
to be your customer for life.
And WEEI has won that trust for
the products it advertises. No one
knows the Boston market as WEEI
does — especially the buying habits
and brand loyalties of the Boston
people. When you want to reach the
soft spot of the buying Bostonian,
call CBS Radio Spot Sales or WEEI
Radio.
Credits: B. D, F - Standard Oil Co.. N. J.:
E — Massachusetts Institute of Technology.
WEEI
come apparent recently in a case like
Cleveland, where all newspapers went
hi strike. There would be no problem
to shift the ritone) from newspapers to
radio, provided that there is an\ tiling
decent lelt to purchase."
initial it\ and prestige: "Everybody
in the advertising business has heard
about authority and prestige, and actu-
al!) I don t know main people who
have been able to define the words for
nv as the) relate to .advertising.
"I nquestionably, authority and pres-
tige have some bearing on sales effec-
tiveness. This 1 believe, hut can't
prove. Ever) salesman likes to be able
to sa) This brand is advertised on the
fatuous t\ ." This is important,
but remember one thing. When a sales-
man goes into a store and says that
"\1\ brand is on the X television show.
\ou can be assured that within a week
or 10 days there will be another sales-
man saving "M\ brand is on 1 televi-
sion -bow. and this is the greatest.
"\\c believe that adequate coverage
and high frequency arc still more im-
portant than authoritv and prestige.
To NBC-
Happy
30th
Birthday!
Gen. David Sarnoff
lion. WFIH'-TV.
**The Giant of
Sou th em Sk ii>.% 9\
. . . and from
WFBC-AM A IW
"It's A Great Birthday!
Were proud to have been affili-
ated with NBC for the past 20 of
your 30 years. To you at NBC, and to your guiding genius,
General David Sarnoff, we wish for you ' Many Happy
Returns'."
"The Giant of
Southern Skies"
WFBC RADIO
l NBC'Af filiate)
Represented Nationally by
AVERY -KNODEL
NBC NETWORK
WFBC-TV
Channel 4 Creenville, S. C.
Represented Nationally by
WEED TELEVISION CORP.
and at no time should this coverage
and frequency be sacrificed for the
latter.
"This is even more important for
our product becau-c we must cover our
prospects, and must cover them often
enough. I am certain that many peo-
ple in our industry believe that radio
is still a ver\ saleable medium.
Ratings: Referring to the continual
trade ruckus about ratings. Rich pre-
dicted "the controversy on this matter
doesn't give any indication of being
solved permanently. Clients and agen-
cies give a great deal of importance to
ratings, and whether vse like it or not
we believe we should touch on this in
relation to our product.
"The seasonal rating variations of
local spot radio are so minimal that
they can be regarded as practicall)
non-existent.
Radio ratings less seasonal
"The 35% rating loss in tv, between
summer and winter months, doc- not
exist in radio. This is of particular
importance for us relative to our ef-
forts in the Southeast where, if tv were
used, our sets-in-use would suffer their
sharpest drop during the brand'- peak
selling season.
"The same holds true for print
\ arious studies have been made to de-
termine whether the level of reader-
ship varies season by season. To the
best of our knowledge, none of them
has revealed anv conclusive evidence
that this is the case. It is true that
supplements as well as some of the
weeklv magazines earrv less advertis-
ing during the summer than dm in- the
winter, but we believe that this reflects
more the seasonal pattern of many con-
sumer items rather than the fear of
lower readership timing the summer.
If all this is so, we have no qualms
whatsoever of running a seasonal
heavv-up print campaign in the South-
east during the summer."
/ isualization of product: "This is a
\.i\ important ingredient of main ad-
vertising plan-, but this is of secondary,
importance I u product.
"Radio will not permit the visualiza-
tion of our product. But, ha\ ing ever)
confidence in the abilities ol creative
people, we believe that the) should be
able to develop a radio commercial
which can create in the minds of li--
teners a picture image representing the
pleasurable values of our product.
Our marketing strateg) stresses thai
SPONSOR
L5 DECEMBER 1(^")(>
visual presentation of the product is
not a must.
"On top of this, we do give our
creative people the opportunity to dis-
pl.i\ their artistic talents by our use
of print. During the brand's prime
selling season, graphic presentation of
the product, the package, and illustra-
tions of the advantages and uses of this
type of product will certainly greatly
contribute to increased impact and
consumer awareness. Unquestionably,
this factor pla\ed a great role in our
selecting a medium to carry our sea-
sonal effort."
Rich, after outlining the media an-
swers to the marketing problems and
backgrounding some of the thinking
behind formulation of media decisions,
summarized his approach to the Tetley
Tea campaign.
"The most important single factor
in developing this media plan was our
desire to find one basic medium
through which we could achieve a bet-
ter than adequate coverage level at a
relatively high degree of message fre-
quency against all potential users.
"We looked for a medium that, in
addition to these characteristics, is
flexible enough to be geared according
to the brand's geographical and sea-
sonal pattern within the budget.
Both media meet requirements
"Both media selected — continuing
radio as well as the seasonal print —
meet these requirements ideally. With
physical presentation of the product
and package being of secondary im-
portance, we do not think any other
factor comes close in importance to
these primary considerations.
"Once we had decided to utilize
spot radio as a major media type for
this campaign, a schedule was divided
in varying degrees of frequency, de-
pending upon the size and importance
of the market. The reason for this is
the larger number of originating sta-
tions in big markets with a resulting
rating split among all stations. The
recommended frequency would pro-
vide in each market the number of
spots we believe to be necessary to de-
velop a comfortable degree of reach
and frequency over a 12-month pe-
riod."
The supplemental print campaign
"will deliver a high degree of fre-
quency and coverage during the peak
selling season, one insertion every
other week for 1(> weeks. It will also
aid impact through physical presenta-
tion of the package when this impact
is most needed."
Recognizing the fact that man\ pri-
sons in his 4A audience might dis-
agree with his media recommenda-
tions, Rich concluded by saying:
"There are many different ways of
designing a media plan for any given
product. There is no sure and tried
method. Each brand, each conipam
has different problems, and each media
plan must be designed to meet these
problems. In many instances, it is
difficult to tell which media plan is the
best, which will do the most for the
product, which will sell the most mer-
chandise.
"It isn'l important whether you
agree or disagree, as long as you keep
in mind the marketing strategy of a
product and all the basic character-
istics of that product and then tr\.
within the dollars available, to get two
dollars of value out of each spent.
"No matter how good a media plan
ma) seem to anyone, if it does not aid
in the selling of merchandise it is use-
ess. ^
WAVE
and
WAVE-TV
Salute
On 30 years of service
to the public
May this record be a continuing means of
preserving freedom of the air-waves.
WAVE 970 KC WAVE-TV CHANNEL 3
LOUISVILLE, KY.
SPONSOR • 15 DECEMBER 1956
45
TETLEY'S OWN APPROACH
(Continued from page 11 i
cil all I . S. homes had one <>r more
radio sets. \ normal coverage objec-
tive would he lo deliver I'll) rating
point-, or week!) circulation impres-
sions equal t" I nil' , ,,l the families in
the radio signal areas. However, il
v.. i- obvious from preliminarj cost
estimates that covering the required
market ana at this level would require
media expenditures ol almosl twice the
currenl budget.
\\ e then decided on a reduction in
weight of approximatel) one-third, to
an average of 70 rating points per
market per week, based on average
daytime local ratings. What this means
i- that, ignoring duplication, our po-
tential reach in each of the advertising
markets is approximate^ seven out of
ever) 10 homes in the course of one
week s broadcasting time.
On the mattci of frequenc) . we com-
pressed our radio schedules into 26
weeks during the course of a full \ear.
hut put into effect the principle of
flighting our spots in three weeks —
Only ;LtJ^ ):sunshine reaches more homes
in
BILLION DOLLAR MARKET
WBRZ
© WBRZ-TV
AUDIENCES «« MARKETS
NIGHT
from 5 p. m. to sign-off — Monday thru Friday
WBRZ rated highest in 125 quarter hours out of
a total of 149.
. and .
— I _ . v \._ from 1 2 noon to 3:30 p. m. — Monday thru Fri-
\ l/MI J~ ^y wbrz rating tops all others combined.
/ I
from a study by American Research Bureau, Inc., encompassing
3 1 parishes and counties in Louisiana and Mississippi.
WBR
Channel
2
BATON ROUGE, L<
Power:
100,000 watts
Tower: 1001 ft.
NBC-ABC
Represented by Hollingbery
out two— in three weeks. Research
has shown that if an advertiser uses
hea\ \ radio spot advertising for a pe-
riod of time, advertising recall will
staj high for a while after the spot
campaign has ended.
Many people think they hear a com-
mercial on the air. even though the
actual campaign has ahead) come to a
close. \- Mm all undoubtedly know.
spots can be purchased on a flight ba-
sis, although in some cases it is not
probable that the identical time slots
can be picked up again after a two or
three-week hiatus. We concentrated
our spots on Thursday, Friday and
Saturday to coincide with the time
most grocerj (tea) Inning is done.
In summary, this approach called
for between 10 and 40 one-minute
commercials, primarily during the day-
time hours, per market per week in the
advertised area.
So much for the actual plan.
More important to \ou is the reason-
ing which led up to our decision to
advertise in this wa\ .
Lets look at the product
First of all. let's look at the intrinsic
chareteristies of the product itself —
its physical attributes and the use- to
which it i- put. Tea. either steaming
hoi or ice cold, is drunk 1>\ a wide
varietj of people. We found that it is
bought more heavil) in the South
during the warm weather months, and
more hea\il\ in the North during the
cold weather months.
This led us to the conclusion that
what we were looking for in an adver-
tising medium was one in which we
would have maximum scheduling flex-
ibility, so that we could compensate
for these apparent peaks and valleys
in consumer demand. Spot radio and
local new-papers olfer this to the ad-
vertiser to a greater degree than any
other media.
Next we considered the marketing
characteristics ol the product. Our con-
sumer profile told us thai the heaviest
tea consumption is in larger urban
families. Further, we learned that tea
is drunk bj the entire Family, with
emphasis on the adult female members.
\nd we disco\ ered that the buj ing
agent i- primaril) the housewife.
Additional digging revealed the fad
thai th<' middle and lower middle
socio-economic groups arc larger per
i apita consumers of tea than are either
the extremeh hiiih or exlremeb low
46
SPONSOR
15 DECEMBER 1956
groups in this connection. And ethnic
and racial considerations were probed.
We found that families primaril) of
Anglo-Saxon origin were heavier than
average consumers.
In summary, although certain mar-
keting characteristics of the product
taken individualK made it appear that
a specialized approach was called for,
the aggregate of these characteristics
indicated to us that we were dealing
with a product with mass appeal.
Rememher that tea is consumed at
a rate of better than one-half pound
per person per annum. And six out of
every 10 U.S. families use the product
regularly. And tea is bought about
<mce a month by consuming families.
We derived one key conclusion
from the merchandising characteristics
of the product. Tea is available for sale
in a really vast number of retail out-
lets. As a result, although the company
maintains a large and excellent sales
force and, in addition, sells through
wholesalers and chain warehouses, ad-
vertising media with broad and effec-
tive reach, both urban and rural, are
essential. We could not afford the
gaping holes left by the strictly ur-
banized media, nor the weakness in
metropolitan coverage offered by media
which spread impressions thinly.
Budget determining factor
The actual size of the basic adver-
ing budget— $750,000— had a lot to
do with our decision to concentrate in
spot radio.
The initial cost of certain other
media would have forced us to cut
frequency drastically, to eliminate
markets, to sacrifice size or length of
advertisement, or to have some combi-
nation of these. Quick calculations
seemed to be most compatible with
our budget and marketing needs.
We were looking for a medium, at
the outset, which would provide us
with flexibility in both budgeting and
message length — and in the matter of
actual scheduling. We had to be in a
position of spending our money in
bursts, heavying up in certain areas at
those times of the year when increased
competitive activity and consumer de-
sires appeared to call for extra selling
on our part.
In addition, although our basic
selling story could be best gotten
across in a one-minute commercial, we
did not wish to cut ourselves off from
the possible use of the shorter length
commercials. This latter fact became
increasing!) important as we moved
into actual buying, and the question of
spot packages arose. By being abb- to
deal with stations with commercials
ol various lengths, we put ourselves in
the position of being able to work out
main more attractive bu\s than if we
had been restricted to one standard
commercial treatment.
Obviously, economy bad consider-
abl) to do with our selection of radio
as the exclusive medium for Tetley Tea
advertising in 1956.
We were faced with reaching effec-
tivel) an enormous number of people
over a long pei iod ol time. In such a
situation, relative unit cosl has to plaj
an important pari. \ml. ol eour>e. tbi-
is one ol radio - long -uit-. f ew media,
with the exception of outdoor and
transportation advertising, and occa-
sional small -pare newspaper cam-
paigns, can touch radio in tbi- respect.
Our current spol radio campaign is
delivering homes for n- at a cost of
i onsiderabb less than S I per 1 .0(1(1
I ei commercial minute.
{Please turn to page 50)
POWER
WIBW-TV is now operating on the top
limits of power allowed by the FCC — a
smashing 316,000 watts.
MAXIMUM If EIGHT
Already WIBW-TVs antenna is at its
limit of height — 1010 feet above the
rolling Kansas prairie.
COVERAGE
WIBW-TV absolutely dominates 20 Kansas counties. We lay down
a clear picture far beyond Kansas Citv and St. Joseph, Mo., into a
total of 586,022 TV homes. Check the new A.R.B. for the Topek-
AREA. See the across-the-board preference for WIBW-TV.
TOPEKA, KANSAS
Ben Ludy, Gen. Mgr.
WIBW & WIBW-TV in Topeka
Rep. Capper Publications, Inc.
CBS ABC
The Kansas View ftjint
SPONSOR
15 DECEMBER 1956
47
Still
growing . . .
Unlike Topsy, who just growed, there's a reason for the growth of Jack Sterling
— for the growth of his audience, his advertisers, and his admirers in general.
Maybe it's his twenty years' experience in broadcasting — as raconteur, salesman, snake charmer,
and tattoo artist. Maybe it's because, instead of trying to be all things to all men, he winds
up being so many things to so many people.
But he does grow on you, this Sterling character. And on his audiences. And on his
advertisers — many of whom have been faithful to him for his full nine years on WCBS Radio.
But the best news about the growth of New York's favorite Man in the Morning
is this: there's more of him available. He's now on from 5:30 till 9:00 (with appropriate
news intermissions) every weekday morning.
i)V/TO
WCBS RADIO
New York • 50,000 watts • 880 ke
Represented by CBS Radio Spot Sales
The authority or prestige of various
media had little to do with helping us
make our eventual decision. We did
know, however, that radio has heen
used historically for effectiveness in the
introduction of new grocer) products.
Local elements of the retail trade
have tended to think favorably of radio
as an advertising tool. \ml as far as
the consumer i- concerned -particu-
lar!) the consuming housew ife- radio
is ubiquitous, ever-present. It is a
medium which does not demand the
entire attention of the listener. It often
probabl) operates on the subconscious,
but it is there. Perhaps this is wh)
there are so main radios today in
\arious parts ol the average liousehold
hecause radio is ea-\ to live with.
We knew we had nothing to fear in
terms of the year-round effectiveness
of local radio. The vast increase in
automobile radios and portables dur-
ing the past decade has put a stop to
Mich fears. Out-of-home listening has
created an entirely new dimension in
this medium.
In fact, the warm weather mouths,
which traditional!) call for some de-
cline, slight or precipitous, in the
attention-getting values offered by
other media, see radio actually in-
crease in effectiveness, hecause of this
incidence of out-of-home listening.
\nd. ol course, the fact that iced tea
has risen so rapidl) in consumer
appeal over the past several years
strengthened our conviction that radio
and our client's product were highl)
compatible.
Uneasy about radio at first
We worried for a while about the
efficiencies of radio in terms of the
effective presentation of our product
and its features. Bui not for too long.
W hile tea is high on appetite
appeal, it is this way because of its
taste, and not because of any particu-
lar coloration or conformation appeal-
ing to the visual senses. Its greatest
sensual attribute is fragrance or aroma,
and this quality is as yet relatively
difficult to demonstrate in any medium.
Further, the preparation of tea in tea
bags is easy as pie and requires no
diagramming or long, involved de-
scription of the steps necessarv. Lastly.
tea itself, in the raw state, is not par-
ticularly photogenic, and the Tetley
thelouclf...
£;£• that's exactly
\whal we've sot!
HIINIIIIIM"'"1*"1""^
to WFBR that means
ha\ ing more listeners v;
than any other
Baltimore radio station
Sept. Ort
WFBR
Baltimore's Best Bviy
• IMISCIID •» JOHN iLAll AND COMfANt
package, however distinctive, does not
plead for visualization.
A number of other factors influ-
enced our eventual decision on the
media strategy for this brand. At
Ogilvy, Benson and Mather, we try,
insofar as this is possible, to develop
our creative and marketing or media
strategy hand in hand. We try to avoid
having one dictate to the other. Some-
times, however, a brilliant creative
idea will shape the media plan, or an
unusual media or marketing oppor-
tunity will lead to the determination of
creative strateg) .
In this particular case, the media
thinking and the copy platform, de-
veloped independently, appeared to
suit one another to a 'T\ Nothing in
the creative strategy seemed to call for
the use of visual media. It was a
simple story — one of convenience of
preparation and rich, hearty flavor.
Competitive activitv in advertising
had considerable to do with our media
decision. Our three principal com-
petitors - Upton. Tcnderleaf and
Salada — were outspending us in our
selling area in a ratio of between one
and one-half and three to one. And in
onlv two media- daily newspapers and
local radio — was it possible for Tel lev
to match their dollars.
I>v concentrating in radio and. in
effect, pre-empting it as our own. we
had onlv to develop an interesting, in-
telligent and forceful selling story and
couple it with a rather exciting rise
in radio listening todav to assure
ourselves ol competing on at least
even terms with the others.
The basic marketing objective for
this brand in the short-term future is
to increase its share of market in the
present distribution area, particularlv
insofar as this involves cutting into
the present share of its immediate
competition. Over the long haul, it
would be of course desirable to get
more people to drink tea in different
forms. But this is primarily a job for
the industry, not for the brand.
Our media strategy has this short-
term objective very much in mind. I
would be hard-pressed to put mv finger
on the single key element which de-
.ennined t ti i — strategv at the outset.
I think rather thai the combination of
the elements I have jusl outlined,
some more important!) than others,
-ceined |<i indicate a clear-cut path for
■ he development ol a sound and suc-
cessful approach to the Tetle) market-
ing problem. ^
50
SI'ONSOH
15 Dl i i MBER l')r>o
Pre-Conditioned Program Acceptance
A valuable plus for you from Atlanta's "White Columns"
The daily stream of visiting friends
and neighbors who come to share
the beauty and admire the efficiency
of "White Columns" means much to
those with radio and television mon-
ey to invest in the Atlanta market.
It means a pre-conditioned accept-
ance of your programs — even those
still in the planning. It means an au-
dience more receptive to products
and services advertised on WSB
Radio and WSB-TV.
These arc tangible assets. Par-
layed properly they pay off with un-
expected results.
HSR and WSB-TV are affiliates of the At-
lanta Journal and ( "on\iitution. Representa-
tives are Edw. Petry & Co. NBC affiliate.
Leadership is
traditional . . .
"White Columns" is the home of WSB Radio and WSB-TV in Atlanta
SPONSOR • 15 DECEMBER 1956
51
SPONSOR ASKS
To what do you attribute spot radio's big 1956 gains
and how do you regard the outlook for 1957
Sterling Beeson, president, Headley-
Reed, New York
In 1956 agency account men and
clients finally became aware of the
tremendous value that spot radio is as
an advertising medium. Due to lack
of information of its value bv adver-
" glamour of
big names
and hifi casts
tiser and agencv heads, it was for
years the stepchild of media.
\\ hile national advertisers by-passed
a station's local shows for the glamour
of big names and big costs, local ad-
vertisers bought and bought on their
local stations. They found spot brought
customers who also bouglil.
A successful station today is one
which has now and has had year after
year the biggest and best local adver-
tisers, for it's the local store that
knows at once whether radio adver-
tising i- paying off. What do local ad-
vertisers buy? Not the 7 to 9 a.m.
slot exclusively. They have found that
by buying nighttime, with the same
type of audience as the 7 to 9 a.m.
period, they get equal tune in, and
ratings, and usually at the same cost.
Radio's 1956 comeback to a great
extent can also be attributed to the
change in station programing. \\ hen
big network radio shows no longer
existed, people turned to the musical
i ■ntcrtainment and news portion of a
-1, ill. hi- programing. Proof of that
exists today with networks adopt in-
.i mu-i< -news format.
\\ ith these changes came the agenc)
* For spot ir nutlook, see Sponsor Asks,
ii- 1 1 issue.
and client realization that spot radio
was the prize medium to saturate the
country with their advertising impres-
sions. For a very small cost an adver-
tiser could reach a multitude of
listeners time and again each day, all
over the country.
Television had geared them to the
expenditure of huge sums of money.
In 1956 advertisers bought radio with
tv costs in mind.
1957? Spot radio will continue to
rise in use by advertisers for its value
has not yet reached its full recognition.
Because it is underpriced for its value,
watch for general rate increases by
radio stations in 1957. Nevertheless.
it's cost-per-1.000 will remain the
lowest among all media.
Cordon F. Hayes, general manager, CBS
Radio Spot Sales, New York
The increased volume ol spot radio
hillings today can be attributed to a
growing awareness among advertisers
that radio, as it has been for many
"the formula
for the
medium"
\ears, is still an impact medium pro-
ducing surprising results. Advertisers
have found that through spot radio
lhe\ can get to the consumer at a cost
that other media find difficult to
match. They are now beginning to
recognize that well-established, tin i
chandisable radio personalities are
backed l>\ large audiences that respond
consistcnth to live and recorded copy.
\\ e, at CBS Radio Spot Sales, have
seen an increasing number of adver-
tisers in the food. drug, automotive,
tobacco, travel and transportation,
soap and other fields, lean heavily on
campaigns where the repetitive "Con-
vincement Approach" produces the
greatest sales activity. At the same
time, purchases of news, music and
farm program properties, where the
local personality is more merchandis-
able. have also won greater advertiser
attention. But. whether it is an I.D.,
station break, minute participation or
program purchase, spot radio has
demonstrated that immediacy, direct-
ness, flexibility and economy are the
answers to marketing needs.
The economy of spot radio advertis-
ing is a feature which has contributed
in no small part to the present stature
of the medium. In the face of con-
tinual!) rising costs in competing
media, spot radio has rigidlv main-
tained its economical price level, a fact
that advertisers are quick to recognize.
Add to this the much sought-after
extras of effective merchandising and
local promotions, which are available
as a bonus to spot radio advertisers,
and you have the formula which has
spelled success for the medium.
During the past year Ave have seen:
Mi A heavy influx of advertisers new
to spot radio; (2) The return of main
major spenders who left national spot
for other media; and (3) Increased
schedules among those advertisers
alreadv sold on the impact of radio.
Looking forward, it appears that
these \erv same factor-, which brought
spot radio to the forefront in 1956,
will keep it there this next vear.
John J. Tormey, directoi o) Sational
Sales. Avery-Knodel, Inc., Sew York
Resurgent spot radio in I ').">() has
answered the call of advertisers from
huge to humble. Its great return is
(Please turn page)
52
SPONSOR
15 DECEMBER 1956
• •—.ft-
* • tw . *
, •fif Jt - - t.
*■ «••».»« »*
I »»» «• |
• Mil* «.
• • ». •■ .1
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• * •*
>'. ' » M
•»(•• I it
E f5?£ J:
LEO'S ON
TOP IN
*
28.4
The W( BS-T\ ow"has long been the N
York stay-up-later's f avorite . . . but never befi
by so fabulous a margin!
Nearly 90% of the late viewers were tuned in to
COMMAND DECISION starring Clark Gable at
11:15 P.M. Saturday. December 1 . . . and the
TRENDEX hit a high of 28.4 . . . topping its do-
competition by more than
Never have so many New Yorkers stayed up so
to watch any single television program ... but who
can resist the mighty M-G-M lion?
WCBS-TV billings are heading for a new high!
With exciting new programming from M-G-M,
offering more viewers for the advertiser's dollar.
the prestige and profit potential of this flagship
station are now greater than ever before.
And the story's the same everywhere the M-G-M
tures are being programmed: higher ratings
and hillings skyrocketing higher than evi r ;
Wait no longer. Inquire today as to the availability
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rday, December 1
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imig-im:
A SERVICE OF
LOEWS INCORPORATED
Write, wire or phone
Charles C. Barry, Vice-president,
1540 Broadway, New York
NORFOLK
HAMPTON
NEWPORT NEWS
PORTSMOUTH
WARWICK
VA. BEACH
MASS COVERAGE
see your forjoe man.
1310 ON
YOUR DIAL
WGH
WGH, your station of the stars, covers six cities! Buy one
station . . . get all six . . . mass coverage for the price of
one ... 24 hours a day '. . . 5000 watts.
TRStettosStflftfr/
i)
For a real Sales KNOCKOUT
in the Detroit area
CKLW-TV penetrates
a population grand
total area of 5.295.700
in which 85% of all
families own TV sets.
CKLW-TV
channel 9
due to as many reasons as its adver-
tisers had problems for spot to solve.
Spol radio was the answer when the
advertisers said:
. . . "Give me a wa\ l<> reach that
vast audience on wheels ... a medium
that can ride with the consumer . .
an escort to the point-of-purchase.
There are 32 million working radio
sets in automobiles. Help me to use
them to talk to the 638 out of every
1,000 workers who today go to their
jobs in cars, as well as the evergrow-
move over,
boy. I'm
coming in
ing army of shoppers riding to stores
daily. Sure, I'm aware of the pleasure
driver and his family riding around
the country on weekends. I want them
too."
. . . "Man. I need a workhorse
medium which can crack the tough
sales nut, introduce my new products,
pre-sell my present lines and counter
m\ competition without bleeding me
white."
. . . 'iin hurt! I shouldn't have
tried to keep up with the Jones's in t\.
but I must have impressions . . . and
more than I got through television."
. . . "I'm fat! Can afford plenty for
t\ but want a low-cost insurance poli<\
on the money I'm pouring in. If the
mind's eye of the listener can repro-
duce my television picture and reacti-
vate the impact of my tv commercial. 1
want it.
. . . "I'm milfed! Most of all the
strong, high-rate stuff where I need it
in television has been gobbled up.
Fringe times don't pack the wallop I
must have to fight m\ battle."
. . . "Spot radio was a winning
|>la\er in my selling backfield when I
pulled him out of the lineup. Now
he has been on the bench for too long
and I need him back in there."
. . . "Repetition builds reputation
and sales. Blanket m\ markets with
heavy radio and 111 stav with it.
Limited penetration b\ anv other
medium won't do the job."
Spot radio, the medium that can sell
everything from safes to soup with
efficiency, where needed and when
•I
SPONSOR
l."> Di « I \iiti i; |T,i,
needed, is the answer. Il permits the
advertiser the services of the stations
which have won and closely guard the
loyalty of their listeners. It makes
available the influence of local person-
alities whom audiences look to for in-
formation and buying counsel. In
short, spot radio itself is responsible
for its big comeback in 1950. Spot
radio has again "arrived" because
more and more advertisers are evalu-
ating or re-evaluating it> worth.
Today one thing is certain . . . there
are a lot of '"bell cows walking
around and they're being watched.
\\ hen the watchers see these accounts
renew their present spot radio and
then proceed to add a mob of new
markets the\ know the medium is
ringing the bell for the "bell cow."
Then it"s, "Move oxer. boy. I'm coming
in."
Recent activity shows sellers in
highly competitive fields looking to
spot radio for important campaigns
next year. This certainly indicates that
J')57 should see more competitors
swinging their sales guns into position
along the spot radio front.
1957 should be a bumper year for
spot radio. With this new buying
momentum, look for aboul 25' I more
to be invested in the medium.
George S. Dietrich, directoi oj Radio
Spot Sales, V5( Spot Sales, New York
The upsurge in radio spol sales in
L956 is positive evidence that radio.
during the last two or three years, has
effective!} adapted itself to advertising
"radio
has been
revitalized'
needs. For example, timebuvers are
becoming increasingly aware of the
benefits of saturation campaigns. As
a result, more than one-third of the
orders currently running on stations
represented by NBC Radio Spot Sales
are of saturation frequencies in excess
of 10 spots per week. Substantial ac-
cumulation of listeners is achieved by
this type of campaign.
While we can count several hundred
orders in 1956 from national and re-
gional adveili-<i- who did not previ-
ously use the medium, the bulk of our
revenue increases thi~ veai have been
derived from new tobacco, cosmetic
and drug products, plus hcavil) aug-
mented radio budget- ol airline and
food product advertisers.
In 1956, radio broadcasters reaped
the benefits of an intensified two-yeai
concentration on adapting the medium
more specifically to the needs of the
advertisers. Led by the sales people
w illi the able assistance ol I! \l!
broadcasters have outlined the quali-
ties and scope of their medium.
Under the leader-hip of the net-
works, radio programing has been
revitalized: during the last 18 months,
genuinely creative advance- have been
made bv new programs such as
Monitor and Bandstand. These pro-
grams have plaved an important role
not only in creating listener interest
in radio, but in increasing the demand
for spot adjacencies.
Since only a small percentage of
advertisers have taken advantage of
the proper use of the medium, it is
obvious that the trend in saturation
buying of radio spot during 1957 can
be expected to gain even more
headway. ^
TV *wt Buwuo-
d'uj inland Ca&fjp'aucL
THaHJeet Tuecuu-
•BaAic,MBa*TVa|j(jifeaie.
Paul H. Roymer Co., National Representative
SPONSOR • 15 DECEMBER. 1956
55
Famous on the local scene..
George Washington turned an unknown farmhouse at Valley Forge into a national shrine.
Storer stations, too, were scarcely known outside their local communities
until their affiliation with Storer. Today they are nationally known,
yet the warm personal touch of the home-town
community has never been closer.
A Storer station is a local station
STORER BROAD
WSPD-TV
Toledo, Ohio
WJW-TV
Cleveland, Ohio
WJBK-TV
Detroit, Mich.
WAGA-TV
Atlanta, Ga.
WBRC-TV
Birmingham, Ala.
KPTV
Portland, Ore.
WGBS-TV
Miami, Fla.
WSPD WJW WJBK WAGA WBRC WWVA WGBS
Toledo, Ohio Cleveland, Ohio Detroit, Mich. Atlanta, Ga. Birmingham, Ala. Wheeling, VV.Va. Miami, Fla.
yet known throughout the nation.
■■■■
■■■■
■■■■
f-
WNAX-570
CBS Radio in Yankton, South
Dakota, gives you the two most
important factors that make up
a good media buy . . .
1. BROAD
COVERAGE
190 counties in parts of 5 states in
the great Upper Missouri Valley —
660,950 families — 2 1/4 million
people.
2. LOYAL
LISTENERS
80% of the homes in Big Aggie
Land hear WNAX-570 3 to 7 times
a week — and WNAX-570 has a
66.4% share of audience in compe-
tition with 52 other stations. (Ac-
cording to latest count.)
Big Aggie Land is an important
market to national advertisers. The
nearly 670,000 families in this pros-
perous area have $2.8 billion to
spend. And they spend a good
amount for WNAX-570-advertised
products. Your Kntz representative
will prove the point.
WNAX-570
YANKTON, SO. DAKOTA
CBS RADIO
A Cowlcs Station. Under the same manage-
ment as KVTV Channel 9, Sioux City. Don
D. Sullivan, Ccncral Manager.
1" ".
Agency profile
Edward H. Mahoney: in a relaxed hurry
"' \n agenc) should usuall) lie involved in show development right
from the initial concept of the show," says Cunningham \ Walsh's
\.|). in charge of radio and t\. I'd Mahoney.
"I here are three ways to be in control of the show: (1) produce
il yourself; (2) have an option on a pilot and he readv to step
in an) time with suggestions or changes; or, (3) letting the sellers
compete and then making a shrewd !>u\ from among the selections.
In the last instance, the degree of control depends upon
both the agency's contract and influence with the packager."
No last-minute rush can cure weak original concept
\ tall, slender \oung man I harelv 'Art I . \lahone\ look oxer C&W's
air media operation several months ago. In the initial six months,
his major concern has been "to acquaint clients new and old with
(he development and application of t\ strateg) designed to get most
effective use out of this expensive medium."
I'hose who meet Mahonev for the first time ma\ he overwhelmed
l»\ his jet-propelled manner of speaking. I His dictation has been
known lo drive secretaries franlieallv back to Gregg or Pitman for
a refresher, i
'"ll- a fast-moving lnisine-s. he savs. unconcerned. "I mav not
seem relaxed, bul I am."
Whethei an agenc) will help deliver large audiences for a client's
network or spot effort is determined in the planning stages of a
majoj campaign, he feels. "No last-minute rush can make up for
deficiencies in the original concept of a show and preparations for
il."
In the past few week-. Mahoiiev has been bus) formulating an air
Strateg) lor the new Texas Co. campaign. Texaco's "lower of
powei eon srcials, used in a LOO-markel spot radio-t\ campaign.
aie the earliest outcome of C&W-Mahonev planning. The same
SPONSOR
1.1 DECEMBER L956
WISCONSIN
Serving the Land foftlifik atdjforwij
Now interconnected by private microwave with
WDMJ-TV (100,000 ch.6) Marquette, Mich.
.. ■ i i N
000
I
;>*Kk'
HAYDN R. EVANS, Gen. Mqr. Rep. WEED TELEVISION
Agency profile continued.
In
Southeast
New England
Only With
WJAR-TV
Contact
WEED
Television
"building-up" music underlines the radio and the t\ commercials,
so that the former evoke a visual image of the television message.
"We used the 'tower of power' concept because the new Texaco
gasoline pump for iheir new Skychief Supreme gasoline is a good
dramatic package for the product tliat could readil) be exploited."
"'This agenc) has no specific formula regarding the use of net-
work television as opposed to spot," he told sponsor. "We feel that
ever) client faces different marketing problems, and. accordingly,
design our broadcast strateg) to fit the client's problems."
Malionc\ feels that a responsible agenc\ t\ operation must take
into consideration during the earliest tv planning everj factor thai
will contribute to making the client - show a ratings success and
convert his commercial impressions into dollar sales.
""One important aspect of building a ratings success can be over-
looked loo easil) and that's promotion. Tv has rarely given its tal-
ent a build-up comparable to the promotions Hollywood stars get.
This, incidentally, maj now be a factor in the high and competitive
ratings old Hollywood features are raking in compared with any but
the top network 1\ shows."
Mahonej feels that television has an excellent opportunih to
promote some of the talent the medium itself has developed from the
time when "tv was in knee-pants." Objective: to give tv talent
standing comparable to that of top Holhwood personalities.
Multi-media advertising must be integrated
Mahoney likes to work on a contracl and planning level. "For
effccli\e planning of a client's over-all advertising >trateg\. the
bead of the t\ department must work on a strategy le\el at the
agency,'" he -a\s. '"There must be integration of the advertising
effort among all media. You can't shape air media production
plans without basic 'reason-why' views, and these must apprj to
radio and t\ as well as to print. '
In the past 10 years, Mahoney has been intensively engaged in
various phases of tv work. Before coming to C&W he was v. p. in
charge of l\ commercial production at Benton & Bowles. He still
recalls with enthusiasm a job he did as special consultant on the
Executive Staff of President Truman prior to that. "I put together
a report to the President and to Cabinet officers on the magnificent
job the advertising industry, through the \d Council, bad done in
fighting famine in post-war Europe.
Vctually, Mahonej bad set oul to be an architect, majoring in
architecture and English al Harvard, bul alter a stretch in the Navy,
found himseli developing visual promotions for the World Bank in
Washington, I). C.
Toda\ Mahone) considers himself a "true and proper New
Yorker," with a garden apartment in Manhattan's Turtle Baj area.
Proximitj to the office has its advantages for a bachelor, he feels,
particularl) on those "frequent late nights.
Pong-range thinking on the part ol clients, add- Mahoney, should
include public relations consideration-. " \i Christmas, for in-
stance, a companj should forego the hard-sell pitch and create an
attractive seasonal greeting in ii> name. There arc also times when
a forward-looking company or good-w ill-minded agent \ might sug-
gest preempting the client's network program in favor of a public
service telecast, such as the I .Y emergency sessions for the Middle
East, foi instance. \i times long-range corporate good will takes
precedence over product sales. ^
60
SPONSOR
1 5 DEI EMBER 1956
OMAHA
KANSAS
MISSOURI
PLUG THAT COVERAGE HOLE
37 County Coverage Area in One
of Nation's Largest Markets
POPULATION
FAMILIES
TV SETS IN AREA
883,700
281,300
167,488
EFFECTIVE BUYING INCOME $1,363,977,000
RETAIL SALES $ 944,953,000
(Sales Management 1956)
CHANNEL 2
CBS
ABC
NTA
ST JOSEPH, MISSOURI
A KENTON BROWN STAT.on
Blair Television Associates, Rep.
sponsor • 1.") m:< kmuki; 1956
61
©
* * s»
* «»'
tO«PLM*s
MM Rto ttas
AT *»*
,w
iWA^
XUlSOM.OCTOi^,,',^.
KiNG-TV BAGGED THE LION'S SHARE
• •
It was popcorn on the house the night KING-TV and
M-G-M put new life into the late evening movies.
The most recent regular ARB Rating Report shows
that KING'S Command Performance roared into
probably the highest ratings in the nation for late
evenings, in a four station market.
If your plans include the rich Seattle-Tacoma
market . . . ask your Blair TV man for details of
KING'S Command Performance.
Typical ARB Rating for KING's Command
Performance: October 12 — 30 Seconds Over Tokyo
Time
Sets-in-Use KING-TV Station A Station B StationC
10:45 p
37.2
22.0
11.7
2.9
0.6
11:00 p
36.7
24.6
10.5
1.5
0.6
1 1 : 30 p
29.4
24.9
2.9
1.8
0.6
12:00 m
27.0
24.1
1.8
1.3
0.6
12:30 a
20.5
19.9
0.3
0.3
FIRST
IN SEATTLE
TACOMA
ABC -Channel 5
100,000 Watts
KiNG-TV
ASK
YOUR BLAIR TV MAN
A weekly listing of changes
in the advertising and broadcast fields
NEW AND RENEW
NEW ON TELEVISION NETWORKS
SPONSOR
Carter Products. NY
Carter Products, NY
Ford Motor Co, Dearborn, Mich
E. I. Du Pont, Wilmington, Del
General Motors — Buick, Flint, Mich
Johnson 0 lohnson. New Brunswick
Seven-Up, St. Louis
Seven-Up, St. Louis _
Shulton. NY
Standard Brands, NY
Swift & Co, Chi
Swift & Co, Chi
AGENCY
SSC&B. NY
SSC&B, NY
IWT, Detroit
BBDO, NY
Kudner. NY
Y&R. NY
JWT, Chi
iWT, Chi
Wesley, NY
JWT. NY
JWT, Chi
JWT, Chi
STATIONS
PROGRAM, time, start, duration
NBC 160 Basketball; Sa 2:30-concl; 15 Dec to 23 Mar
NBC 83 NBC News; Tu 7:45-8 pm ; 20 Nov to 25 Dec, 1956
CBS 151 Zane Crey; alt F 8:30-9 pm ; 30 Nov; 52 wks
ABC lohn Daly News; Th & F 7:15-7:30 pm; 14 Mar
CBS 182 Orange Bowl Football; Tu 2 pm-concl; 1 Jan only
CBS 100 Our Miss Brooks; alt F 2:15-2:30 pm; 11 Jan. 52 wks
CBS 57 Bob Crosby; M 3:30-3:45 pm; 3, 10, 17 Dec only
CBS 56 Our Miss Brooks; M 2:15-2:30 pm; 3, 10. 17 Dec only
CBS 181 December Bride; M 9:30-10 pm ; 3, 17 Dec only
CBS 117 House Party; M 2:30-2:45 pm ; 26 Nov; 52 wks
CBS 101 Bob Crosby; alt Th 3:30-3:45 pm; 29 Nov; 52 wks
C8S 101 _ Cany Moore; alt Th 10:15-10:30 am; 29 Nov; 52 wks
BROADCAST INDUSTRY EXECUTIVES
NAME
William Andrews
Barry Atwater
Carroll Bagley
Kenneth H. Baker
Robert A. Burke
John Crocker
Vance L. Eckersley
Sam Elbcr
|ohn S. Ettelson
Irving Feld
Frank H. Ford, Jr.
Cene C. Caudette
Joe Closson
Ernest Cudridge
Fran Hamill
Neil Harris
Shirley Jasper
Alan Johnstone
lohn J. Larish
Keith Mathers
Robert R. Max
Jerome Medford
Stanley C. Mouse
John H Norton, Jr.
Martin J. OFallon
Ben C. Oman, Jr.
Dick Ross
Don Segal
Jack Sherry
Bob Shipley
Jayne Swain
FORMER AFFILIATION
NEW AFFILIATION
Ziv Tv, LA, acct exec — western div Same, spot sis mgr-western div
KWC, Stockton. Cal. sis
MCA, NY, exec chg directors, producers, script editors Science Pictures — Information Productions, NY, vp chg sis
MRCA, vp California-Oregon Television, Medford, Ore, vp chg research
& mkt devel
Adam Young, NY, sis Same, asst sis mgr
WTVP-TV, Decatur, III. sis mgr WCKT. Miami, sis
Scranton Broadcasters. Scranton. atty & consultant WGBI-TV, Scranton, vp & gen mgr
WERE, Cleveland, dir prom & advtg Same, program & prom dir
KPTV, Portland, sis KCW-TV, Portland, sis
Cross-Krasne Productions, HY. vp Guild Films, Kansas City, nat syn sis super west of Miss
KENT, Shreveport, La, commercial mgr Same, gen mgr
NY, own publicity office WRAL-TV, Raleigh, regional-local sis mgr
Kay-Kee Corp, Atlanta _. WAKE, Atlanta, acct exec
WCOL, Columbus. Ohio, prog dir WIZE, Springfield, Ohio, mgr
WAKE, Atlanta, steno Same, sis serv coordinator
CKCK-TV, Regina, Saskatchewan, prod super Same, asst prod mgr
WACA. Atlanta WAKE, Atlanta, acct exec
Ziv Tv, San Fran, nat sis Same, Portland, syn sis acct exec
Shaker Heights Auto Sales, Shaker Heights, Ohio KYW-TV. Clevland, sis
WKY-TV, Okla City, stn prom mgr Same, stn operations mgr
California National Productions, NY, sls-prom dir Same, merch mgr
W. R. Simmons, NY, project dir Advertcst, New Brunswick, NJ, project dir
WHIO-WHIO-TV, Dayton, sis acct exec _ Same, commc""l m",r
WMTW. Poland Spring, Me, vp & gen mgr Same, also WPOR, Portland. Me. chairman bd
Electronics Products Co, Denver, pres Intermountain Net, Denver, sis mgr
NBC NY
WKY-TV. Okla City
KENT, Shreveport. La, news dir
WQXI, Atlanta, acct exec
Donald W. Thornburgh WCAU, Phila, pres & gen mgr
Joseph L. Tinney WCAU, Phila, exec vp & asst gen mgr
Roland Van Nostrand Esquire, NY, sis acct exec
Henry T. Wilcox KPOA, Honolulu, local sis mgr
Collis A. Young W.ZE, Springfieid, Ohio, mgr
WTAC, Worcester, Mass, dir sis prom
KQV, Pittsburgh, sis
Ziv Tv, NY, sis
Same, stn prom mgr
Same, commercial mgr
WAKE, Atlanta, asst mgr
Same, also WGB'-TV, Scranton. pres
Same, also WGBI-TV, Scranton. treas
ABC, tv net, NY. acct exec
WFBL. Syracuse, gen mgr
WCOL, Columbus, Ohio, mgr
ADVERTISING AGENCY PERSONNEL CHANGES
NAME FORMER AFFILIATION NEW AFFILIATION
Charles F. Adams Mac-M. J&A, Bloomficld Hills, Mich, vp, asst pres Same, exec asst to pres, acct super
Brendan Baldwin K&E, NY, media super Same. Detroit, media dir
Rube Blavat Advertising Associates, Phila, office mgr Same, also treas
Howard Dihms Advertising Associates. Phila, creative dir Same, also vp
|. lulien Dcdman Scribner's, MY, advtg mgr C J LaRoche, NY. sis prom-merch dept
William |oseph Devlin Aluminum Co of America, Pitts, Advtg program super W S Walker. Pitts, acct exec
Richard G. Dexter Y&R, Chi, media dept FC&B, Chi, media super
Harry A. Egbert Lavenson Bureau of Advtg, Phila, dir media & merch Same, vp chg media & merch
Hovey Hagerman Mac-M, J&A, Bloomficld Hills, Mich, acct exec, vp Same, senior vp
Robert E. Hahn Rocky Mountain Radio Council. Denver, asso dir Mark Schreibcr Advtg, Denver, acct exec
Edward S. Hanslip. Jr. BBDO. Chi, acct exec Earlc Ludgin, Chi, acct exec
Fred J. Hatch Mac-M. J&A. Bloomficld Hills, Mich, gen mgr Same, dir
Leo Hillebrand Mac-M, J&A, Bloomficld Hills. Mich, comptroller & finan
officer Same, scc-treas
Helen J. Lott Leech Advtg, Cleveland, vp Griswold-Eshleman, Cleveland, r-tv timebuyer
John K. Ottley. Jr. Lr I lor. Neal & Battle, Atlanta, acct exec Same, partner
Larry Pendleton Walter McCreery, Beverly Hills, Cal Same exec vd
Keith Shaffer Wasey. NY, bus mgr net negotiations — chief r-tv timebuyer Fletcher D. Richards, NY. head program devel & stn relations
Richard J. Thornc McCraw Electric Co, Elgin, III. advtg sis prom mgr — commer-
cial equip dept Toastmaster div Earlc Ludgin. Chi. acct exec
George L. Young Lang-Fisher-Stashower, Cleveland Criswold-Eshleman, Cleveland, asst to media dir
STATION CHANGES
KARD-TV. Wichita, will become an affiliate of NBC tv net, effective
1 Jan
KARY, Prosser, Washington, has become an affiliate of Keystone Broad-
casting
KCVO-TV, Missoula, Montana, became KMSO-TV. effective 1 Dec
KOVR-TV, Stockton. Cal, has named Golden-George Advtng to handle
gen & trade media advtg
KTXL, San Angelo, Tex, is now an affiliate of Keystone Broadcasting
KWBW, Hutchinson, Kansas, has appointed Devney & Co natl reps
WALA-WALA-TV. Mobile, Alabama
Television as natl reps
WJIM-WJIM-TV, Lansing, Mich, has appointed Peters, Griffin
ward natl reps
WNEM-TV. Flint. Saginaw. Mich, is now represented nationally
Edward Petty & Co
WORZ. Orlando, Fla. is now represented by Hollingbery
WTSP, St Petersburg, has appointed Weed & Co natl reps
WWIN. Baltimore, has appointed Meeker Co natl reps
has appointed H-R Reps & H-R
Wood-
by
SPONSOR
L5 DECEMBER 1956
63
KTBS-TV
LEADS
according to latest
NIELSEN'
MONTHLY COVERAGE
Homes Reached, ljb7OuU
A Bonus of 6,740 over Station B
"TELEVISION HOMES
in KTBS-TV Area 157,980
A Bonus of 1 3,1 20 over Station B
N.C S No. 2, Spring 1956
KTBS
CHANNEL <
X
m
)
SHREVEPORT
LOUISIANA
E. NEWTON WRAY, President & Gen. Mgr
NBC and ABC
Represented by
Edward Petry & Co., Inc.
-,i
National and regional spot buys
in work now or recently completed
UYS
TV BUYS
TREND OF THE WEEK: Tv, despite it- price tag when contrasted
with some les- expensive media. <]rli\ri- tin uoods — to consumei-
.iikI In sufficient quantity to convince an advertiser he can use it
advantageousl) for high turnover, low profit-margin items like
Maggi, or in introductor) drives such as for Dove. See item below
for details.
Continental Oil Co., Houston, for it- Conoco products, will spon-
sor the half-hour syndicated film, The Whirlybirds, in a minimum
of 37 national markets. (CBS TV Film is syndicator.) Benton &
Bowles is now lining up prime nighttime availabilities in confabs
with station representatives. Vdventure series, concerning two men
who run helicopter service, will take the air on a staggered
schedule starting in late January and continuing throughout tin
year. Conoco now Inns several syndicated film properties, includ-
ing Ziv's Science Fiction Theatre and Highway Patrol. New show i-
aimed at all-iamih audience. \gencv : Benton \ Bowles. New York.
Biner : Dick Trea.
The Nestle Co., White Plains, Y "l .. i- test marketing it- new
protein drink. Maggi's beef and chicken concentrate, which is
mixed with hot water as a pick-up. Dancer-Fitzgerald-Sample, New
^oik. has one-minute live participations and films slotted in -i\
cities, primarily during daytime hours. I\ i- the onlj medium
currentl) being tested. Schedules are expected to remain on the
air in these Northern major market areas until warm weather
season. More markets ma\ he added later. Final plans have not
been made. Buyer: Bill Santoni.
Pepsodent Div. of Lever Bros., New York, -till introducing it- new
premium-priced Dove beautj soap, moves into I.") new markets after
(he first of the year l" bring the total to 15. Pattern: minutes ami
20's in da) and nighttime period- to reach women, at the rate ..I
two to loin stations per market and from -i\ to L5 announcements
weekl) in a year-round campaign. More markets will he added
later, probabl) on a month-by-month basis. New cold cream soap,
uiih detergenl rather than fal base, is also being tesl marketed in
Canada, where both radio and l\ are being used. Vgency: Ogilvy,
Benson & Mather, New York. Buyer: Vnn Janowicz. Buying is
incomplete.
RADIO BUYS
TREND OF THE WEEK: Spol is more active than it ha- been in
manj weeks, and there are lot- id reasons for this. Manx adver-
tisers are finding end-of-the-yeai money, others are lining up top
time periods for an earl) ~>7 broadcast start Some, of course, are
i Please turn to page <>'•'< >
SI'ONSOli
I.) DECEMBER L956
WHICH TRADE PAPER
MAKES MOST DOLLARS
AND SENSE FOR
STATION ADVERTISING ?
LET'S
I ime was when tr and radio station advertising frequently was
parcelled out on a "I like Norm" basis.
But ue' re happy to report that times have changed. Today practically
every national station campaign is weighed and placed on one practical
basis: how can I get the top return for nn advertising dollars?
This positive approach to trade paper selection by broadcast station
executives is essential today. Even the most successful station man-
ager must exercise the keenest judgment in ever1) facet oj his operation
or he will find himself losing ground not only to the competition but
in the daily battle of expense vs. income.
SPONSOR welcomes your close, careful, and scientific evaluation of
the trade publications of our field as you make your 1957 decision
and presents these pertinent facts:
1. SPONSOR is well-launched as a weekly. This is an under-
statement; it has created a wave of excitement and enthusiasm
without parallel in our field. It's remodeled from stem to stern
for fast, easy, nni-t leading by busy executives. It combine- use
articles with use news in newsletter style to create a brand new
magazine concept. It*- designed not only lor timebuyers but for
top decision-maker- throughout the client firm and agency who
like the idea of one magazine that guarantees to keep them posted.
2. SPONSOR is pinpointed 100% at your clients and pros-
pects. Your ad message hits the mark in Sponsor because everj
word i- written to benefit '"the man who foots the bills." Unlike
other publications, every t\ and radio station advertising message
in SPONSOR is adjacent to editorial content of interest to buyers.
3. SPONSOR'S circulation is tailor-made for your purposes.
Not onh i- it- agency /advertiser circulation oi over 7.000 the
largest in the field, but a higher percentage ol it- copies go to
buyers (nearly 7 out of every 10 copies). \ml the impact oi the
BPA-audited weekly i- attracting new top-level reader-.
4. SPONSOR is preferred hy busy buyers. All impartial reader-
ship studies of agency/advertiser trade paper reading tell the
same -lory. We know of no independent -ur\e\ along these lines
made since L955 that -how- Sponsor anywhere but in first place.
5. SPONSOR has multiple subscribers at key buying firms.
During L956, Sponsor averaged 20 paid subscriptions (al its
qualit) price of $8 per year) al the 10 top spot-buying agencies;
numerous subscribers at air-minded sponsor firms. At Y&R,
BBDO, ME, JWT, Bates, B&B, Burnett and others of like im-
portance Sponsor goes to 30 to 70 subscribers each.
6. SPONSOR commands respect for your a<l message. Why?
Because Sponsor is a prestige publication. Sponsor makes new-.
For example, within the first six weeks after going weekly Sponsor
was quoted in Charles Mercer's AP column (1,000 papers), Dick
Kleiner's NEA feature story (400 papers). Jack O'Brian's INS
column. John Crosby's syndicated column, Leonard Lyons' syn-
dicated column, Hal Humphrey's syndicated column, the Wall
Street Journal. It was prominently mentioned in Walter Winehell's
column (1,200 papers) Oct. 18, Nov. 21 and 28. Dec. 3.
Sponsor's publisher was interviewed by Arlene Francis on the
NBC-TV Home Show and by Tex and Jinx on NBC Radio.
7. SPONSOR is a crusader. For 10 years Sponsor has fought
hard for worthwhile industry improvements, projects, and reforms.
Bob SarnofT, president of NBC, recently said, "Sponsor has never
been reluctant to take a stand on things it believed to be in the
best interests of television and radio. It is this attitude, together
with the magazine's impartiality and thoroughness, which has won
for it the respect of the entire broadcasting industry."
8. SPONSOR interprets the tv/radio advertising scene. Onh
"the magazine tv and radio advertisers use" trains its guns
squarely on the buyer's end of the business. Tom O'Neil, pre>i-
dent of RKO Teleradio, wrote: "To me, one of the most valuable
ingredients of Sponsor is its perspective."
9. SPONSOR is a favorite with national station representa-
tives. They like it because it backs them up, pinpoints the stations
they sell in a maze of 3,500 call letters. They like it because it's
the heart of the dollars-and-cents side of the business, because they
know it's thoroughly read and used.
10. SPONSOR rates are surprisingly low. Sponsor advertising
rates are still pegged at 8.000 circulation figures. Circulation
today is well over 12,000 (press-run 13.500 as of December
1956) and rapidly climbing. Since 1950 Sponsor has had only
one rate increase. Your contract will be protected at current rates.
This is Sponsor — exciting, lively, interpretive, pinpointed, useful: a
prestige trade publication edited for agency and advertiser readers:
the leader in its field. Does it deserve top billing in your 1957 adver-
tising campaign? We hope the foregoing helps you decide.
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
ON YOUR
DESK
EVERY
FRIDAY
~
Spot buys continued.
PEWWSYtV/WIA'C
IN YOUZ PICTURE
583,600
f\/Faniiliec
WJAC-TV is the Number One
Station not only in Johnstown,
but in Altoona as well, and this
one-two punch covers an area
that rates 4th in the rich state
of Pennsylvania, and 28th in
the entire country.
Well over half a million (583,-
600 to be exact) television fam-
ilies look to WJAC-TV for the
best in television entertainment.
Add to this the free bonus of
WJAC-TV coverage into Pitts-
burgh, and you have a total
market for your sales message
that just can't be overlooked, if
you really want to tap the po-
tential of Southwestern Penn-
sylvania.
Get full details from your KATZ man!
seasonal. \n g man) new requests for availabilities: Breeze. Ex
Lax, Nash, \ icks.
American Home Foods, New York, for it- G. Washington instant
coffee, begins its new all-radio drive 7 Januar\ in some 30 North-
eastern markets. Schedule includes mostly I.IVs and some 20"s
during daytime hours on peak shopping days. Wednesday. Thursday
and Friday, with a minimum frequenc) of 20 announcements weekU
and a maximum of 100. \\erage is 25 to 35. Schedules, mostbj
renewals of those which ha\e heen in effect during '56, will run
through March. Buying is not completed. Agency: Charles \\ .
Hoyt. New York. Buyer: Douglas llumm.
Beech-Nut Packing Co., Canajoharie, \. Y., launches its first
saturation spol campaign with it- new agency, Young \ Rubicam,
New York, on 7 January. The plan: the top 31 market areas with a
frequency of 50 announcements a week, divided between 10- and
60-second transcriptions during the daytime hours, with two or three
stations per market. Preferred days: Wednesdav. Thursday, Friday.
Jingle stresses "delicious, refreshing." Buying has started. Bu\er:
Bill Dollard.
General Foods Corp., While Plains. \. Y., for its Instant Sanka.
moves into the West Coast this week with it- saturation schedules
after an Fast Coast start in October. Pattern: two-week bins at a
minimum frequenc) of 20 announcements per market per week, all
live minutes delivered bj local personalities. Preferences: morning
time, peak shopping days at end of the week. Agency: Young \
Rubicam. New York. Buyer: Bob Bleckler. Bu\ing completed.
Lambert-Hudnut Div., New York, starts a radio-onl) campaign
1 January in 3<"> major markets foi its Listerine Antiseptic mouth
wash. Frequenc\ and duration have not been set, but general plan
is for 10-. 20- and 30-second announcements to be aired in earl\
morning time. Buying has not started. Vgency: Lambert Si I < i--
ley, New York. Buyer: Jim W alter-on.
RADIO AND TV BUYS
Chas. Pfizer & Co., Brooklyn, N. V. for its Candettes throat
lozenges, is starting to place a seasonal schedule for a 10-week
drive from 7 Januarv. The pattern: in radio, transcribed 2d -. 30's
and Ml'- at the rate of 21 announcement- weekh in 1(1 market-:
in t\. I.I).'-. 20's and minutes on film at the rate ol 20 per week in
12 ma jot nieiio areas, both daj and night. Agency: Dowd, Red-
field Si Johnstone, New York. Inner: Bettj Nasse.
Lambert-Hudnut Div., New > ork, begins a spot campaign for
Quick home permanent in January in 50 to 60 radio markets, 15 to
20 l\ cities. Minnie- will be u-ed in both media, with saturation
schedules in radio and an average of three announcements weeklj in
i\. Buying i- incomplete. Vgency: *,v< B, New York. Buyer:
Vera B r en n an .
68
SPONSOR
1 5 l>i ( EMBER 1956
To the Point •
^fC Only three cities in the nation
have stations with larger average
audiences than WCCO Radio!
^ More people listen to WCCO
Radio than all other Minneapolis-
St. Paul stations . . . combined!
(53.8% share of audience!)
SJC34% more adults listen to WCCO
Radio than all other Minneapolis-
St. Paul stations . . . combined!
(And it's even better in the daytime!)
The point is: If you have an advertising
message for the vast, 109-county primary
areaf served by 50,000-watt WCCO Radio,
let us make the point for you!
WCCO RADIO
The Northwest's 50,000-Watt Giant
Minneapolis • St. Paul
Represented by CBS Radio Spot Sales
*Nielsen Station Index reports, June- August '56,
total station audience, total day, seven-day week.
tSAMS. " ' '
^^
Capsule case histories of successful
local and regional radio campaigns
VACUUM CLEANERS
SPONSOR: I nited Vacuum Stores, Inc. AGENCY: Direct
Capsule case history: United Vacuum Stores in Scotts-
blull. Neb., retailers of General Electric vacuum cleaners,
had as its objective the sale of $1,000 worth of vacuum
cleaners per week l>\ each salesman. To help achieve this
$1,000 weekl) quota, I nited Vacuum began sponsorship of
a quarter-hour radio program on station KNEB. The
store bought Mystery Tunc on Monday, Tuesday and
Wednesda) "I each week for a six-week period. United -
salesmen obtained leads on potential customers directl)
through radio pin-ram call-ins. The call-in response to the
sponsor's program on KNEB was such that all salesmen re-
ceived enough prospects for their entire week's work. Meet-
ing a $1,000 weekl) quota became no problem. Lee Harsh-
barger, I nited's sales manager, stated that the results of the
ad campaign left them with onl) one need — more salesmen
l" billow up the lead-. I nited Vacuum was able to aban-
don the original plan of buying a quarter-hour of radio
dail) because the response from only three program- was
so great. Cost of the entire campaign amounted to $300.
AUTO WASHES
SPONSOR: Grabow Auto Wash \(,I.M Y: Direct
Capsule case history: The rapid creation of a large vol-
ume of business is always the goal of a new consumer-
service establishment. In the case of the Grabow Auto
Wash in Omaha, the problem of producing hea\ \ trallie
during the opening days of the new busbies- was sohed
through the use of radio advertising. Shortly after the
opening of their new one-minute auto wash, the Grabow
\uto Wash began a campaign on station WOW which ran
18-24 September. The schedule comprised 48 one-minute
and 22 20-second spots placed at various times over a period
of a week. Commercials offered Grabow's car washing
sen ice at the special sale price of 99^. The $500 worth of
advertising on WOW brought in 1.100 customer-. Friday
through Sunday during the week of the campaign's run.
I'bi- meant a dollar volume of slightlv under SI. 100 for a
three-day period. Car owners from all parts of Omaha and
the Omaha retail trading zone responded to the promotion
and main new customers have returned to Grabow's
since the campaign for car washes at the regular price.
KM 15.
ilt-Unll. Vi b
PROGRAM: Mystery Tune WOW, Omaha, Neb.
I'lK n ,i; \ \| : Vnnoum ements
SEWING MACHINES
SPONSOR; Marshall-Wells Stores AGENCi : Direct
Capsule case history: Thanks l<> radio, homemakers in
i In Great Falls, Montana, trading area suddenly discovered
that home jusl isn't home without a good sewing machine.
On Ml October, lb.' Ylarsliall-Wells store in Great Falls had
a one-da) sale ol sewing machines. To promote the sale, a
saturation schedule wa- placed on station Kl Id! to rui Iv
on the daj ol the sale. The schedule consisted of 26 50-
word spots running from 6:00 a.m. to 3:00 p.m. Marshall-
Well- paid $78 foi the campaign. I.\le Monroe, ownei ol
the store, stale- thai .i- a result ol ibis small expenditure a
total o| 93 sewing machines were sold, many of them to
residents ol towns other than Great Falls. There were even
' inadians numbered among those attending the -ale.
Scores o| inquiries wen- received li people throughout
the trading an a I oi ever) -pot broadcast, more than three
lline- weie -old. In a letlei to \\ . {.. I Sialic heltc. eom-
rcial manage] ol kl BB, Mr. Monroe expressed his in-
tention to continue use ol kl I'd! because "this sale was a
remarkable success, convincing us ol radio's sales ability."
TV SETS
SPONSOR: Allied Television \<0\< i : Direct
Capsule case history: Jusl a Few months ago. Vllied Tele-
vision, a retail outlet for t\ sets operating -tore- in bun
Florida cities, opened a new outlet in Orlando. Shortl)
after the opening of their Orlando outlet. Vllied began a
campaign on W-OTO. The campaign was designed not
onl) as promotion for the Orlando store, but also to bolster
the advertising being done localK in their other Florida
markets. Radio, however, was the onl) advertising medium
ii-cd in the Orlando market. W -( .TO began carrying com-
mercials on 13 September. During the three-week period
immediatel) preceding the campaign. -I I t\ sets were sold
in all five stores. The first three weeks of the ad campaign
broughi a sharp increase; sales climbed to a three-week
total ol 576 sets, well over twice the numbei sold during
the same lime period before the campaign. 01 236 sets
sold during the third week ol the ad run. 100 were sold in
the new Orlando store whose onl) advertising was the series
on W -( -T< >. I he campaign consisted of 10 one-minute spots
pel week loi 12 week-. Cost to the Sponsor w a- $1,215.
pill
41
hi 105. Great Falls, Montana
PROGRAM: Announcements \\ -GTO, Haines < iiv. Florida
I'lil II ■ I! \ M : VniiouiK ciiKMil -
M-uNMUi
HI < KMliKK 1956
Chicago, Chicago,
that Dairy Food Town —
Leader in
Milk Processing,
Number One Butter
and Egg Market
in the United States!
. . . AND
THE PURE MILK ASSOCIATION
SELLS MILK IN CHICAGO
WITH WMAQ's MARY MERRYFIELD
During Dairy Month, Mary Merryfield sug-
gested that listeners write to the Pure Milk
Association for recipe booklets. More than
3,000 requests resulted! That's the kind of
promotion Chicago's Pure Milk Association
credits with tipping bottled milk sales-volume
by a phenomenal 22% last year.
It's the kind of result that all of Mary's spon-
sors enjoy on her Monday-Friday (12:00-12:55
pin) broadcasts. Fashion, beauty, home, careers
— Mary Merryfield offers news and advice
on almost every phase of daily living, while
she sells for such other leading advertisers as
Bengay, Birds-Eye, Clapp's Baby Foods, Fould's
Macaroni, General Food's La France, Ralston
Purina, Slenderella and United Fruit.
Let NBC Spot Sales show you how Mary
Merryfield can lead you to greener sales pas-
tures . . . for as little as 260-per-thousand-listen-
ers. In New York, a call to your NBC Spot Sales
representative brings you an immediate Radio-
Phonic Spot Buying audition by telephone.
WMAQ
Radio leadership station in Chicago SOLD BY
(nbc!
SPOT SALES
S-I'ONSOU
l."> Pi'.c i:\ihkk 1956
71
Digest of the week's developments
in advertising and the air media
News an
WRAP-UP
ADVERTISERS
Two advertisers' response
to agency branch office question
( )nc ol the hasrs mi which the Gre)
agenc) gol the Greyhound Bus ac-
counl offers an interesting contrast in
solicitations.
When Foremost Dairies turned its
ad business over to BBDO recently it
stated that one of the basic reasons
was that BBDO had offices around the
country.
Greyhound's ad program is also
conducted along regional and local
lines, hut Gre) had an answer for the
regional office angle.
(irc\ cited the fact that it had
achieved much success for NBC o&o
properties through single office opera-
. ion.
Greyhound's ad budget is $5 mil-
lion. Foremost s $4 million.
Florida real estate de\ elopmenl
project is using network tv schedule of
13 one-minute spots on NBC TV's
Today show to promote sales of home
sites. Cosl ol campaign is $80,000.
. . . General Mill* new corporate
signature will be in the shape of a tv
screen surrounding the firm's name.
The new signature will be used in ad-
vertising and promotion material as
well a- on packages and stationery, etc.
With the dropping of its Walter
II inchell Show, P. Lorillard is concen-
trating on CBS TVs Jackie Gleason
for even greater merchandising and
sales promotion at the point-of-pur-
chase level. Ample Mr. Gleason will
be ainpK displayed via banners, win-
dow displays, carton cards, shelf-
barkers, posters and counter displays.
Commercials on the show are being
integrated by use of UPA carl i
featuring (Reason's and Art Carney's
voices with visual portion using bus
driver cap and battered felt hat worn
b\ the stars in their Honeymooners
skits.
From $187,000 to $400,000 per
month is Slcnderellas ad budget rise
this pasl year. For 1957 Slenderella
plans to spend s.i million on advertis-
ing with 7.V <; going to air media. . . .
Lewyt Corporation has scheduled a
$4,500,000 advertising budget for 1957
with approximate!) $1,000,000 slated
for radio and tv.
AGENCIES
Cunningham & Walsh — Mayers —
Brisacher, Wheeler consolidate
Cunningham & Walsh (New York),
Mayers Co. (Los Angeles), Brisacher,
\\ heeler & Staff (San Francisco) and
Cunningham & Walsh l Chicago i
formerh [van Mill. Inc. will consoli-
date as of 1 January into one national
advertising agency. The firm will use
the Cunningham \ Walsh name.
Termed "an entirel) new plan of
agencj operation," the consolidated
agencies will form one unified corpor-
ation with a single class of common
slock and a single board of directors.
A National Management Committee
made up of two members of each office
Avill be formed, and an exchange per-
sonnel program instituted.
Grey'a second Annual Manage-
ment Conference held at New Hope.
Pa., found Lawrence \ alenstein. Chair-
man of the board, reviewing the year
and analysing the agencies growth not
onh in increased billings but also in
manpower skills. Valenstein also
pointed out that one of Grey's aims
for 1956, increased diversification of
accounts, has been achieved. Most re-
cent account additions are Gre\ hound
Bus and Youngstown Kitchens . . .
Walter Hunker, v. p. of BBDO. has
been appointed chairman of the Ad-
vertising Council's Radio-TV Commit-
tee in Hollywood. Fdwin W. Fbel.
\. p. advertising and consumer rela-
tions of General Foods, heads the
national Radio-TV Committee.
The all-radio agency, Time &
Copy, Memphis, has now expanded to
other media and moved to larger
raF -1/
M
t/
\
I ^*
&*
s
*•>«*
It ,
f
{
AGENCIES: Walti i Bunker (1) is new LA.
chairman ol \dv. Council's Radio \\ Com.
Edwin Ebel (r) heads Nail. Com. x'-< above
RADIO STATIONS: Offering pearls to
vertisers KGW, Stockton, < ;ihi.. sends a
prettj lei with "gems." See page 76
TV STATIONS: Promotion mileage -fire
ie mascot in use bj ti stations, \X III I".
is in w Pied Pipei of Buffalo, See page Tt
72
SPONSOR • 15 DECEMBER 1956
YOUR BUSINESS FRIENDS AND
ASSOCIATES WILL APPRECIATE
YOUR XMAS GIFT OF 52 ISSUES
OF THE NEW WEEKLY SPONSOR-
THE MAGAZINE BUSY TV AND
RADIO ADVERTISERS USE. NOW
OUT EVERY FRIDAY.
Make up your gift list now
and send it to SPONSOR
40 East 49th Street, New York 17, N.Y.
quarters at 65] South Cooper.
New agencj appointments: Gre)
which currently handle- the R< \
I ii-i. .in Records, RCA \ ictor Records
and NB< Media accounts will soon
add the NBC Film Division. R. David
Kimble is the account executive ....
I nited Stales Tobacco lias appointed
C. .1. LaRoche to handle its entire line
including: Copenhagen snuff, Model.
Old Briar, Sano, Encore and other cig-
arettes. . . . Procter & Gamble's re-
centl) acquired Duncan Mines line of
baking mixes, muffins, brownies pan-
cakes, and hoi rolls will lie assigned
to Gardner as of 1 \pril. The cake
mixes will go to Compton on the same
date. . . . Compton also has been ap-
pointed to handle Sterling Brewers ac-
count. . . . Chemway has appointed
Donahue & Coe for Lady Esther cream
and powder as of 1 Januarv . . . .
Geyer has been named agency for
Hudson and now handles all of Amer-
ican Motor's advertising.
REPS
Petry Tv urges auto
daytime spot drive for '57
The Television Division of Edward
Pelr\ and Co. ha- prepared a presenta-
tion for automotive advertisers and
I heir agencies. "'Mrs. America's own
Shown... in" points up thai more than
a third of the nation's drivers are
women, and woman's expanding role
as "familj chauffeur" and "budget
director" are key reasons win the in-
dustrj can profit from specific daytime
tv campaigns directed at her special
interests in the family car buy.
The presentation reports thai the
percentage of car ownership is highest
among the younger, larger families of
the nation — and thai the housewives
in our younger, larger families are the
strongesl supporters of daytime tv.
Citing Nielsen -Indies for Tv 15 which
-how thai mole than seven out of 10
tv home- watch iv on the average
weekday, it recommends the use of
-pot tv announcements foi maximum
import in these "25,000,000 Show-
rooms.
NBC Spot Sales
merchandises its ads to stations
NBC Spol ^ale- New Business and
Promotion Departmenl is sendinj ti
the 3tal M.n- ii represents a pn sentation
thai emphasizes the efforts of NBC
Spol Sales t.. -ell the over-all concept
of spot broadcasting through: i I i it-
"Sold (hi Spot campaign in trade pa-
pers: (2) -elect mailings to a list of
advertising executives; (3) its "Lead-
ership Station" advertising campaign.
riir Vdam Young Companies,
New York, have moved to new offices
at 3 East 54th St. The new telephone
number is PL 1-4848 .... CBS Spot
Saley announces that Bruce R. Bryant,
formerly of its sales department, has
been appointed Eastern Sales Mana-
ger. He replaces Tom Judge, who is
joining Closed Circuit Telecasting Sys-
tem, Inc.. as v ice president.
TV STATIONS
NARTB finds am-tv stations
have same profit margin
VARTB's annual revenue-expenses-
prolit- siirvev show- that the "typical"
television station and the "average
radio station have almost the same
profit margins based on total revenue.
The figure is 8' i .
The survey points out that the profit
margins are similar despite the fact
that total revenue of the tv stations
is three times the revenue of the radio
stations.
The association - survev is based on
1955 operating data prepared by its
Employer-Employee Relations and Re-
-c.imIi Departments.
WNBQ will have regular
color promotion meets
NBC's Chicago station, in line with
it- all-color operation, is establishing
a "Color Awareness Program." Titled
"Q-Cap," it will consist of regular
monlhlv meetings between department
heads, management - level executives
and color specialists. Purpose is to
plan promotion for audience aware-
ness and sales along color lines.
Ilenrv T. Sjogren, assistant general
manager for \\ \BO, will supervise Q-
CAP and Howard \\ . Coleman, color
sales develo] ml manager, will he co-
ordinator.
T\ applications: Between 19 No-
vember and 2 December three new tv
-i. in. .n- took i" the aii. and one re-
ceived a const] ucl ton pei mil.
New stations on the air include
k\ \C-IA. Channel 3. Fort Smith,
\rk.. tower 645 feet above average
terrain: 25 kw visual; owned by
Vmerican Television Co. KICA-TV.
Channel [2, Clovis, N. M.. tower 210
feet above average terrain. .">(•. 2 kw
visual, owned bv KICA-TV, KICA,
Inc. WRAL-TV, Channel 5, Raleigh,
Y C. tower 1.170 feet above average
terrain, lull kw visual, owned bv Capi-
tol Broadcasting Co.
Single construction permit went to
the Birmingham Television Corp. for
Channel 42. Birmingham; permit al-
lows 16.6 kw visual.
WM(;T will return to the air
after the first of the year as a satellite
of WCDA and WCDB, Albamy-Troy,
New ^ oik. \\ MCT's tower and anten-
na were blown down last February.
. . . Promotion mileage chalked up
bv \\ HI I*— lire engine now stands at
400 actual miles plus uncounted good-
will. Extra dividend from Buffalo's
younger set who follow- the 1921
American-Lai i ance 1000-gallon pump-
er wherever it goes. (See picture
page 72. I
WWLP in Springfield. Mass., is of-
fering a whole year's advertising free
for the first manufacturer of tv sets
who puts out nothing but all channel
apparatus. . . .W'SYE-TV, Elmira,
N. Y., is the first station to install the
new G. E. program control system
which automaticall) schedules all
switching for programing slides, film-,
network and audio.
Sylvania Awards have gone to:
KWT. I.o- \ngelcs for "outstanding
local educational program": Wk.NO,
Memphis, leceivcd a special citation in
educational program category; WPIX,
New ^ oik. for '■outstanding local pub-
lic service": special citations in local
public service categor) also went to
\\ \ \M-I\. Baltimore, \\T\.I-T\. Mi-
ami, and \\ l'>li( 1-1 \ . Birmingham :
k()\IO- I \ . Seattle, for ••outstanding
local news and special events"; a spe-
cial citation to \\ I'l V NeM } ork, in
the same category; and to WBZ-TV,
l'.«. -Ion. for '■outstanding local chil-
dren's program"; kTRK-TV, Houston,
also received a citation in the chil-
dren's program category. . . . Kdiwon
Foundation Ward was won by
klif >\- 1 \ . San Francisco, as "the tele-
\ i-ion station that best served youth.
. I
Sl'IIXSIll!
15 DECEMBER l(>.r>6
a
SOUND -FACTOR"
XQy-ecL'ti/i
me c/uvn/ni
'MAI
\ow
tyn/iveAd fona He ^Li wntk
Cf- •
}f
WtA
t/t
THE METROPOLITAN VOICE
FOR
PERSONALITIES OE DISTINCTION
WITH
MUSIC AND NEWS
ON
GREATER CLEVELAND'S
NUMBER 1 STATION
SOUND-FACTOR DISCOUNT PAYABLE ONLY
TO RECOGNIZED ADVERTISING AGENCIES
BY WSRS, INC., CLEVELAND 18, OHIO
SPONSOR • 15 DECEMBER 1 <)M)
75
available...
Participating Spots in
a Schedule of Domi-
nate Programs in Ok-
lahoma's Biggest
Market!
mystery
playhouse
6 Nites a week
at 10:30 p. m. . . .
Every Sunday
MR. DISTRICT ATTORNEY
Every Monday
CITY DETECTIVE
Every Tuesday
RACKET SQUAD
Every Wednesday
SAN FRANCISCO BEAT
Every Thursday
HEADLINE
Every Saturday
CONFIDENTIAL FILE
Buy MYSTERY PLAYHOUSE
at Class 8 Rates . . . (Participating)
/)ooiALL!
}ooc>o
rS@M
OOOOOOOOGOOOOOOOOOOOOOOOO
Full length, top Warner Bros.
features, 6 nights a week
1 1 :00 p. m.
Buy THEATRE 8 ot Closs C
Rates. 'Participation)
Reach the people with the kind of
■ mi rt.iiiirnent they like. Cover
TWO of Oklahoma's major mar-
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• Call Your Neirest AVERY KNOOEl Representa-
tive for Complete Information.
\ Cka+pnel
MUSKOGEE — TUtSA
TULSA BROADCASTING COMPANY
Box 9697, Tulia, Oklahoma
MIKE SHAPIRO
ManjginR Director
RADIO STATIONS
KWC casts pearls
before advertisers
Promotion gem from KWG: to high-
light ownership changeover, the Stock-
ton, Cal., station sent smartly wrapped
gift hoxes to all store owners and ad
managers in its area. Each box con-
tained a simulated pearl plus a "pearl
of wisdom" testimonial from Martin's
Jewelry Store.
Martin's, a long-time KWG advertis-
er, wrote a letter detailing the fine re-
sults the) had gotten from nine years
of sponsoring the station's 15-minute
morning newscast. Letter and pearl
were distributed by an attractive
model.
KEX, Portland, Ore., switches to
local programing on 17 December.
Tin- completes \\ e-tinghouse radio sta-
tions changeover from network to
"home town" operation. . . . WWDC's
"name the animals''' contest for ra-
dio timebuyers was won by William
E. Stauber of the Harvey-Massengale
Agency. The Washington, D. C, sta-
tion also picked six runner-ups and
one special prize for a "censored"
entry. Stauber's names for the politi-
cal part) symbols were "Patience and
Prudence."
Edison Foundation Award to
\\ OWO, Fort Wayne, as "The Radio
Station That Best Served Youth."
W NYC, New York, also got a special
citation for its "Annual Science Semi-
COMMERCIALS
By-passing rear-screen projec-
tion technique, Transfilm's latest spot
for Old Gold was filmed at the Brook-
lyn Navy Yard with an aircraft carrier
for background. Transfilm used a
platform built to support 10 persons
i including two shipfitters, navy officer,
cameraman and assistants), then \i<c(\
a crane to raise the platform 120 feet
in the air catching the >liip's hull,
hangar and flighl decks in the back-
ground a> the con ircial spiel was
given.
Filmack is offering free four-
panel storyboard form- with indi-
\ [dual seel ions foi \ ideo, animation-
bai kg] ound, audio and i iming. \\ rite
to Filmack Studios. IVpt. P., :; 1 1 West
HEY, TONI . . .
THE TALK AT THE
NBC CONVENTION
IS ABOUT JOE'S
FULL WAVE!
It's his slick, sensational
KELO RADIO
NEW MIRACL
FT. TOWER
• is anything higher?
Midwest's biggest radio tower,
equivalent to 13,600 watts, makes
KELO RADIO a new regional sta-
tion. And our rates make this
your best regional buy! Let Joe
Floyd's miraculous, far-reaching
KELO be
YOUR ONE GREAT RADIO
DOORWAY TO A VAST
NEW REGIONAL MARKET!
SIOUX FALLS, S.D.
One of the Midwest's Leading Radio
Stations Affiliated with NBC
JOE FLOYD, President
Evans Nord. Ccn. Mgr. Larry Bentson, V.P.
Represented by H-R
76
M-ovsoH
15 i>i ■:< i Miu.K L956
to*
J'
\
'$&**
for less than
OO
you can buy 1 minute spots* on WIBG's . . .
-o'-the
MORNING
SHOW
v
A
•\\ / \A/ \S i'yt
It's no wonder sponsors are picking up the tab
fast. The Hottest Morning Man in
Philadelphia . . . that's TOM DONAHUE.
Here at last, is an outstanding morning
personality that is realistically priced.
/ . (See chart below)
_.. Before they are out of bed, radio clocks are
automatically set to the bright spot on
-•p, the dial . . . 990 . . . it's a Phila. habit.
Distinctive style ala Donahue plus
WIBG's POWER PACKED
%r -^ 10,000 Watts make the big difference!
V. • If you want more sales at a
^k lower cost . . . you want Tom Donahue.
Call Radio Representatives today!
TOM DONAHUE •/,
Bubbling brimming "Big Tom's"
personality is a real
morning waker-upper.
V.
'J.
CHARTER ADVERTISERS
signing before December 29, 1956
deduct 15% from net price
on all 13 week firm contracts.
TOP-O'-THE MORNING with TOM
'ANNOUNCEMENTS
ONE MINUTE
THIRTY SECONDS
1 Time
$30.00
$21.00
13 Times
29.00
20.50
26 Times
28.00
20.00
52 Times
27.00
19.50
104 Times
26.00
19.00
156 Times
25.00
18.50
260 Times
24.00
18.00
312 Times
23.00
17.50
ADDITIONAL DISCOUNTS: Deduct 15% from above rates for announcements prior to
7:00 AM or after 9:00 AM • Announcements: Six announcements a week, deduct 10% off
the earned frequency • SPECIAL RATES for NEWSCASTS.
IAH
JBURBAN STATION BLDG., PHILA. 3, PA., Rl 6-2300
lational Representative: RADIO-TV Representatives
10,000
Pennsylvania's most powerful
independent
One very small boy to
companion, as they
leave movies:
"I like tv better.
It's not so far to
the bathroom. "
KGNC AM & TV
Amarillo
NBC • Reps: The Katz Agency
You can't cover
America
without
MO NT AN A
Dtoide Station
KXLF-TV4
Metropolitan Montana
Top power 1 and 1/2
miles in the sky.
i lih. St. in V-u ^ ork .'i Dept. P..
1327 S. Wabash in Chicago. . . . Ex-
pansion at Shamus Culhane Pro-
ductions with new Chicago offices.
Burton Nueburger, former \.|i. in
charge ill Midwest -airs for Ronald
Kivd. will In' the new Culhane Midwest
sales manager operating out of the new
\\ ind) ('il\ headquarters.
Fred A. .Mies Productions* winds
up its firsl year with gross billings top-
ping first \ear estimate of one million.
Original prediction 12 months ago at
opening of the film firm has been ex-
ceeded h\ almost s200,000 company
reports.
Lever Bros, to get FPA
quality improvement preview
The Film Producers Association's
seminar on methods of improving film
commercial quality will he previewed
for Lever Bros, agencies, FCB, OB&M.
BBDO, JWT, SSCB, and K&E, on 17
December. Lexer, long concerned with
the qualit) problem, can be credited
with sparking FP \ 's plans.
The ambitious undertaking, which
will cover procurement practices, pro-
duction, planning, opticals and effects.
color, lighting, print control and a
Look at the Future, was worked out in
cooperation with the New York film
laboratories and represents the first
major industry-wide attack in the in-
terest of better service.
The seminar will be available to all
interested agencies and firms after the
first id the \ear.
NETWORKS
It's SRO for
ABC TV's lohn Daly News
World crisi- seems to be stimulating
t\ -ales in the news department. VBC
TV's across-the-board John D<il\ \ews
show has just signed (ieneial Cigar to
sponsoi \londa\ through Frida) until
14 March. In March the tobacco linn
will relinquish the Thursday and Fri-
>la\ segments to E. I DuPonl de-
Nemours. The latter will exploit it-
I' inishes I >i\ ision.
Vgencj for General Cigar is Young
and Rubicam: fm DuPont, BBDO
Genera] Foods is stepping oul ol
its 3 I )ecember and 17 I lecembei
sponsorship ol CBS l\ show, Decem-
ber Bride, in favor of Schulton, Inc.
I he toiletries firm will push for holi-
day sales . . . IVBC TV will revive
Truth or Consequences to fill the 1 1 :30
to noon spot in the new Monday
through Friday morning realignment
\" sponsors set as \ it.
ABC Radio has picked up three
more contracts — all foi 52 week-. This
makes five year-long pacts signed in
the past two week- and brings over
$2,500,000 to the network"- coffers.
Two of the sponsors are renewals for
Breakfast Club. Bristol-Myers and
General foods. Third contract, also
a renewal, is b\ the Assemblies of God
for Revival Time . . . NBC reports
October sales on its O & 0 radio
radio stations as 28/< over the same
period in 1955. Thomas B. McFadden,
\. p. of NBC Owned Stations, credits
growing demand for local and national
spot availabilities in and around net-
work shows along with increased ad-
vertiser interest in radio for the sales
record.
Free lecture course for producers,
editors and writers on "Script Heading
for I \ i- being offered by the Theatre
Guild (producers of CBS TV's U. S.
Steel Hour) at 23 West 53rd St. in
\ew York. Opening session will be 3
Januan . . . NBC TV's .spectacular,
Producer's Showcase, got big ratings
of 38.0 and 40 million viewers (ARB)
KRIZ Phoenix taught her to mix
easily."
SPONSOR
l"> DECEMBER L956
S0A1^1^ayKci^CM^C5 CUHJL ^o£d 070 KRON-~TV
S. F. CHRONICLE • NBC AFFILIATE • CHANNEL 4 • PETERS, GRI FFI N, WOODWARD
m ■
f/j/ f
my-
COMBINED
COMPETITION
BY77% ȣ&
IN ATLANTA
f
says Harry A. Binford, Jr.
Bearden, Thompson, Frankel
& Eastman, Scott . Atlanta, Georgia \ i
Details upon request i', II
^^ J I ^ '
c DI
m
10 E. 44th St., New York 17, OXford 7-5880
je«
POWER
LUMBER
AGRICULTURE^
Tat,.
Sfe
N£\^
"-.-s/,
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Voiir
^JO/,
oofc
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'(/;,
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Mark
"it/,
lots
I I
COU&SVGENl
<«.l
S3
KfiA
^AftJCfiV f£sT
'56
■".,/
C BS Kactio
5.000 WATrS-l280KC
EUGENE. OREGON
HSAA/T MOA£ FACrS P
-COA/rACT IV££P £ co.
with "Jack and the Beanstalk" — show
with high kid appeal. The child-angle
seems to reap success as witness Peter
I'nn and // izurd of ()z too.
Sylvania Award Winner*. VBC
l\ shows cited: Omnibus. VBC also
received a special award for political
convention co\erage. U!S T\ shows
were: Playhouse 90, I . S. Steel Hour.
Out of Darkness I special on mental il-
1 1< — i . See It Sow, and Captain Kan-
garoo. NBC T\ shows were: Kraft Tv
Theatre, Ernie Kovacs Show, Opera
Theatre, kaiser Hum /nam Hour. Prof-
ect 20, Matinee Theatre, and Spec-
tacular, The llue/ielor. NBC president.
Robert Sarnoff, also received a special
award for outstanding contribution to
music mi t\ ... Closing date for th<-
George IVabody Radio and T\
Wards is 10 January 1957.
CHS TV's Extended Market
IMan continues to gain acceptance ac-
cording to figures just relea-ed. I. Ml'
iinw has 34 participating stations and
a total of 60 advertisers using one or
more ol the smaller market stations.
FILM
Contracts, shmontracts,
let's shoot the show already
The tangled web of corporations and
contracts invoked in film production
in these <la\s ol high taxes and capi-
tal gains is well illustrated l>\ the sign-
ing ol mo\ ir actor Ror) Calhoun to
-lai In Screen (Jems" Here Comes the
Showboat, mosl cost!) show yet pro-
duced 1>\ the s\ ndiealor.
Calhoun signed through Calhoun-
Orsatti Enterprises (an independent
film compam headed h\ the star and
hi- agent Vie Orsatlil with Briskin
Productions, a producing company,
which releases exclusivel) through
Screen (Jems and which is headed |.\
Irving Briskin. who is \ ice president
in charge ol production for Screen
(Jems, which i- a subsidiary ol Colum-
bia Pictures and which will distribute
the series. \nd that's not all. Other
contractual link- provide for Hi Cal-
Iioiiii-( rrsatti I Intel pi ises to produce
additional programs for Screen Gems,
starring personalities other than Cal-
houn. (2) Calhoun-Orsatti Enterprises
io pi oduce feature films Eoi I lolumbia
I'm hue-, i 3 i ( lolumbia Pictures and
S( i ' in ( -em- In finance and release all
films.
Zi\ International has wrapped up
;. dozen major program deal- in Eng-
land, \\ est Germany, Japan, the Phil-
ippine-. Mexico. Puerto Rico, \ ene-
zuela. . . . California National Pro-
ductions. NBC suhsidiary. will put
Silent Service, submarine saga, into
syndication. . . . Guild Films has
sold Captain David Grief, top coast
show, lo D-N Sunra} t'il in li* mar-
ket-, making a total of three big re-
gional sales in 72 markets.
Screen Gems bid for dominance in
distribution field, highlighted by ac-
YOl
■ MO
YOU'LL SELL
MORE ON
CHANNEL 4
in the El Paso
Southwest !
• KROD-TV dominates El Pas
County*
• KROD-TV is the only station
to reach Alamogordo (set
penetration 80 ) and Sil-
ver City (61).
• 98rr reported Excellent or
good reception for KROD-
TV in Las Cruces (81.3
penetration) while only 10
reported the same for sta-
tion "B"
•March 1956. Telepulse and Tclepulse
set owneishlp.
KROD-TV
CHANNEL 4
EL PASO texas
CBS - ABC
AFFILIATED with KROD-600 kc (5000w
Owned & Operated by El Paso Times, Inc
Rep. Nationally by the BRANHAM COMPANY
MfW People
Listen MOW
80
SI'ONSOli
15 in < i miii r 1956
Mr. Wil/ard Moneymaker says:
"Our increasing success is due
in great measure to the superb job
done by WKNB-TV"
iJtcufobd
DRY
CLEMDS
®>*mu
Octobe^o,1956
' have been m
T^ks t0 the 7^ °ne ohour^ ; >»fng Channel 3Q *
advertisin„ 1 great and rnn , adver'isers se^' year,
3m0^3nrf , f°nheProductsL,nel30
* h0pe our mUuaPTBSs H°»ard n
,,y jr* say* «*
Our own programs, plus all the NBC shows make a. powerful ai
sales vehicle. If you want productive advertising coverage at low cost
is one of America's great TV buys. WKNB-TV packs a powerful
wallop — 375,000 sets — 94'^ saturation in Hartford County.*
letter on file
— ^_
vs make a. powerful and convincing
coverage at low cost, WKNB-TV
packs a powerful advertising
'ARB April, 1<
SPONSOR
15 DECEMBER 1956
81
KTRE-TV
CHANNEL 9
SALUTES
NBC
Were proud to be serving
nearly 60,000 in East
Texas with NBC-TV basic
programming.
(Via KPRC-TV)
KTRE-TV
CHANNEL 9
LUFKIN, TEXAS
quisition ol \\\u.<> and I nit) T\ Films,
is also pointed up 1>\ December pro-
duction schedule. I en new film series
will go before the camera. Screen
Gems now has 10 web, 11 syndicated
shows, 736 features, 706 serial epi-
sodes, 216 cartoons, 200 live action
comedies.
St€»rlin«i Television ha> sold Hold-
ing Time in more than 150 markets.
. . . ABC Film*.* Sheena was responsi-
ble for WPIX, .New York's, domina-
tion of Saturday 6:30-7:00 p.m. slot
for first time. Source is November
A KB. . . . AAP sale of entire Warner
Bros, library to \\ GN-TV, Chicago,
involved percentage of profits to dis-
tributor.
RESEARCH
ARF elects new
directors, officers
Following the \dvertising Research
Foundation's second annual confer-
ence, the following officers were elect-
ed: Dr. W. H. Wulfeck. chairman of
the board. Dr. Wulfeck is chairman
of the executive committee at William
Esty. Ben R. Donaldson, vice chair-
man. He is director of institutional
advertising for Ford Motor Company.
E. P. Seymour, re-elected treasurer.
Mr. Seymour is v. p. at Crowell-Collier.
\\ illiam A. Hart, re-elected president.
Edward F. Herrick, re-elected secre-
tary. All the above except Herrick are
directors.
\e\\l\ elected directors include:
David Adams, executive v. p. of NBC;
Rex Budd, Campbell Soup Co. adver-
tising director; Frederick R. Gamble,
president of \\\: \ndre\\ lleiskel.
publisher of Life; Walter C. Kurz.
(hnaiio tribune manager of general
advertising; Fred B. Manchee. BBDO
executive v. p. ; Henry Schachte, Lever
Brothers v.p.; and Paul R. West, presi-
dent of the Association of National
\d\ ertisei s.
Network tv viewing continue- to
climb, according to late>t Nielsen total
audience figures. Nielsen's 10-month
report for this \ear shows 1956 top-
ping 1955 in nighttime, weekday and
weekend daxlime periods. Nighttime
watching is one million homes above
last year, daytime 457,000 over, and
weekend davtime 770.000 higher.
STOCK MARKET
Following stocks in air media and
related fields will be listed each issue
with quotations for Tuesdax this week
and Tuesda) the week before. Quota-
tions supplied by Merrill Lynch.
Pierce, Fenner and Bcane.
Tues.
Tues.
Nel
Stock
1 Dec.
11 Dei
< bange
\ ew
York Stoi 1. Exi hangt
AB-PT
23%
T.V\
- %
AT&T
170
168%
-17s
Avco
5%
5%
■ %
CBS "A"
30%
;.;',
+3
Columbia Pic
IB1 .j
18%
1 new '-
19%
19
- Vs
Paramount
28%
^:7^
- Vs
R( \
15 ! -
!5%
+ Vi
Storei
25%
25%
20th-Foa
23
22Y4
- 3A
\\ arner Bros.
IrK
-',',
'-
\\ estinghouse
51%
;.i7s
+3
Imeru an Stoi 1-
/ i. hange
Ulied Vrtists
1
■ ^
's
( &( Supe:
L%
Ps
- %
i row ''II < "lli>'
1%
l7s
+ %
Dm M.mi Lab
s. I7-
l-\
- V*
(lnilil Films
-'::,
2%
- Vs
NTA
8%
■ V*
Vice-Pres
dent
and
General
Manager
Rich
man
Le
win
Na
Honal
Rep
resentat
ves
Venard
Rin
toul
&
Mc
Connell
Sou
Ihwesl
ern
Represen
tatives
Clyde
Me
ville
&
Company
TOP BILLING for Michigan's TOP TV
Natl Reps.
SPART0N BROADCASTING CO., Cadillac, Mich. weed tv
82
srONSot; • I .") HI ( EMBER 1956
Sick and tired of oppressive taxes?
HERE'S HOW YOU CAN
TO BRING YOUR TAXES DOWN!
Don't just grumble about confiscatory taxes and government spending . . .
DO SOMETHING!
More powerful than the scepter of any king is a five cent pencil in your hand . . .
USE IT! Write your Congressman today. URGE HIM to support the recommenda-
tions of the bi-partisan Hoover Commission — the greatest study of government
economy ever made, and your best hope for a big cut in your income tax. Enacted into
law, the Commission's recommendations will effect a balanced budget, slash billions
from the public debt, lighten the tax load on American homes by many millions.
You can also . . .
Send this brief message today.
House Office Bide.
Washington. D. C. 25
My dear Congressman :
I am one of your constituents. I reside at [insert
your address).
As one of our many millions of taxpayers, I am
strongly opposed to all needless waste of my
money in conducting the business of government.
A sub-committee of the House Ways and Means
Committee is making a study of the inequities in
our Federal Income Tax laws. I think this is
politically inspired and will not be objective.
I earnestly urge creation of a NON POLIT-
ICAL commission, similar to tlie Hoover Com-
mission to be appointed by Congress to make an
objective study of our entire revenue code with
the purpose of eliminating those methods of
taxation which destroy capitalism and invest-
ment incentive and encourage socialism.
Yours respectfully
Your Name
Another step you can take
is to mail the coupon below with your con-
tribution to American Council on Taxation,
Inc. Your gift will help this group of public
spirited citizens carry on its program of
newspaper, radio, and TV advertising point-
ing out why our tax laws should be changed,
and encouraging all Americans to urge their
Congressmen to constructive action.
Think it over !
Everything we touch is taxed. Every bite
we eat is taxed. The clothes we wear are
taxed. The land, the salary check we earn.
The gasoline we burn, the fuel and electri-
city we use are taxed. Our transportation
and amusements are taxed. The beverages,
even the water we drink are taxed. There is
NOT ANYTHING IN THESE UNITED STATES
THAT IS NOT TAXED!
Do it today
Every hour our tax laws remain unchanged
means money out of your pocket. A few
dollars sent to ACT now can repay you
many times over.
You pay 151 different taxes
on a loaf of bread!
Startling? Here are a few more Tax Facts that
your contribution to ACT will help to publicize
. . . and REMEDY:
• Every newborn American starts lite $2000 in debt.
• It you add up all the income tax you've paid since
you started earning, you'll probably find you've
paid much more to the government than your total
worth today FOR EXAMPLE:
• A family with an income of $3500 pays about $772
in Federal taxes, and state and local taxes take
$271 more. Total taxes: $1043 . . NEARLY ONE-
THIRD of INCOME!*
• A $7500 family pays $1964 to Uncle Som and $673
in state and local taxes. Total $2637.*
• A $15,000 family pays $4578 in Federal and $1579
in state and local taxes. Total $6157.*
• A man earning $200,000 a year is NOT fifty times
better off than a man who earns $4000 . . . because
his tax is FIVE HUNDRED times more.
• It takes from $9000 to $20,000 of somebody's
savings and investments to create one job. When
you take a man's savings in taxes, you deny some-
body a job.
• Many mothers must work because of steadily rising
living costs and taxes. Lack of parental discipline is
the greatest contributing factor to juvenile delin-
quency— combatting which adds much to your
tax burden.
• The Income Tax is fulfilling the Marxist prophecy
that the surest way to destroy a capitalist society is
by "steeply graduated" taxes on income and heavy
levies upon the estates of people when they die.
'Includes hidden and indirect taxes.
ACT
American Council on Taxation
INC.
19 East 53rd Street • New York 22, N. Y. • MUrray Hill 8-7589
a non-profit, non-padnon •durational orgoniiohon
EXECUTIVE COMMITTEE
t haklks RlCHAHO Andrews, Chairman THOHAI G. Proctor. Attorney. Secrrtar\
Mrs. Dwicmt P Warner, Treasurer I)r Horace GUBLSY. Jr
T)r Max Spkn
U S Flag Foundation
GftAHAH Patterson. Publisher
Town Journal- Farm Journal
Paul V McNutt. Washington. D Q
Mrs John H Overall. Jr
Southampton. Sew York
wrkncb H Merchant. President
Autocue, Inc
ADVISORY COMMITTEE
l KOHbK
John V Sullivan. President
Notional Circulating Co
Bradford Durfke, Textile Monufactur,
EUGSMI Bender, Tax Consultant
Harry S GOODMAN, President
H.ui... rttcvittOn Productions
H W Shan. PuUtther I ruiW Magazti
AMERICAN COUNCIL ON TAXATION, INC.
19 Eotl 53rd S*»l • N«w York 22, N. Y. ■ MUrray Hill 8-7589
Gentlemen:
I want to get into the act to contribute toward reducing taxes and assist in your
newspaper, radio and television campaigns to urge all Americans to write to Congress
And have them enact recommendations of the Hoover Commission for
removing waste from Government, also to urge . . .
I ongress to appoint a non- political commission to make an objective stud)
of our tax structure, especially those phases which destroy individual
incentive for savings and investment . .
To bring about a substantial reduction in income and corporate taxes OS
soon as possible and a constructive revision of the 16th amendment
Signature _
. Address _
\/\ i h& k is enclosed for
Charter Membership $100.00
Sustaining Membership $25.00
Contributing Membership $5.00
Regular Membership $2.00
Make 'ill chex fu payable to
ACT
SPONSOR • 15 DECEMBER 1956
[\\
Day and night, seven days a week, WNHC-TV
delivers more audience at lower cost than the
next five stations reaching the area combined !
Nearest competitor has less than one-fourth
the audience. Survey after survey proves
VYNHC-TV's overwhelming superiority in
every part of Connecticut and Southern
Massachusetts. Katz has the surveys: ARB,
January 1956; PULSE, October 1956; NIELSEN
NCS -2, 1956; and others. Call Katz today!
WNHC-TV
NEW HAVEN-HARTFORD, CONN.
<^
operated by: Radio and Television Dlv. / Triangle Publications, Inc. / 46th & Market Sts., Philadelphia 39, Pa.
WFIL-AM.FM.TV. Philadelphia, Pa./WNBF-AM.FM.TV. Binghamton, N. Y.
WMGB-AM. Harrisburg. Pa. / WFBG-AM . TV Altoona, Pa. / WNHC-AM • FM • TV. New Haven-Hartford, Conn.
National Sales Office, 2 7 O Park Avenue, New York 17, New York
FSPFflfll I V IN HflRTrfM
What's happening in Government
that affects advertisers and agencies
WASHINGTON WEEK
15 DECEMBER
Copyright 1956
SPONSOR PUBLICATIONS INC.
The FCC has decided to defer approval of the sale of WKNB-TV (uhf ) to NBC
hy New Britain (Conn.) Broadcasting Co., pending a further review of the facts
of the case.
The Commission had approved the transaction a short time ago, but this was before the
Department of Justice filed its antitrust suit against RCA-NBC in connection with the trade-
sale of the Philadelphia-Cleveland stations.
The FCC had also given its approval to the two-city deal involving Westinghouse.
Average profit margins for radio and tv stations, as based on total revenue,
were almost identical in 1955.
An NARTB study, released this week, reveals not only the foregoing near similarity but
the fact that, though 8% was the average profit for both radio and tv stations, the profit
margin varied more widely among tv stations than among radio stations.
The analysis also discloses the average radio station nets $11,000 in revenue per each
full-time employee, while the net for the average tv station is $15,000.
A second NARTB study estimates that radio will gross $491 million in time
sales for 1956.
This represents an increase of 8% over 1955 and a new high for the medium.
What constitutes privacy invasion in radio and tv still remains an open question.
By refusing to review lower court decisions in a suit brought against Tfie Big Story
(NBC) the U. S. Supreme Court has created this situation:
The ruling favoring NBC stands, but a similar case decided the other way in another
circuit was not affected.
In that event two contrary decisions would be legally enforceable in different parts of
the country.
Charles Bernstein, who had brought the suit, was saved from execution by a Washing-
ton News reporter. Bernstein contended that The Big Story re-enactment freshened the mem-
ories of those who knew about the case.
The district and appeals courts both held that all the facts were a matter of record,
had been portrayed in newspapers and that the NBC presentation was such as to protect
Bernstein.
The Treasury Department has closed the door on industry hopes for elimina-
tion of the 10% excise tax on all-channel tv receivers.
Dan Smith, special assistant to Treasury Secretary Humphrey, told the House Ways
and Means excise tax subcommittee that removal of the tax would mean a revenue loss of
$100 million a year.
Smith also made the point — a traditionally held Treasury position — that tax relief for
any industry, no matter how hard pressed, will lead to pressure from other still-taxed groups.
FCC chairman George McConnaughey had submitted a statement recommending the
relief on all-channel sets.
McConnaughey said that uhf had not developed as expected, that the establishment of
adequate tv stations was threatened and that tax relief might induce manufacturing of all-
channel sets.
SPONSOR
15 DECEMBER 1956
85
OLon
RCA LIVE COLOR CAMERA
"ALL-IN-ONt"
PROCESSING
AMPLIFIER
SPACE SAVING
EQUIPMENT
All-electroni( unit provides identical control
equipment for both live and film camera chains.
Onlj 100 inches of rack space required for
all equipments necessary to operate camera
chain. \\ ith monitors and processing ampli-
fier at the console, only % of a rack needed
for efficient complete i mm. illation.
NEW Occupies only Vz space of former d-c po'T
POWER supplies . . . high efficiency plus higli < |
SUPPLY pui ... 1 S00 ma.
Minimize setup time . . . only two conttf
CENTRALIZED in "on-air" operation. In addition. 0 "
CONTROLS stability, peak camera performance and p
Cure quality are assured.
leans business!
ATIONS NOW USING LIVE COLOR
> BUILD HIGH SPONSOR INTEREST
>ed with RCA Live Color Camera Equipment, alert station managements are trail-blazing
the new frontiers of television . . . adding brilliant dimensions to programming tech-
, transforming commercial products into thrilling reality. These progressive television
is are using local color originations to build prestige and stimulate sponsor interest.
LIVE COLOR STATIONS
KHQ, Spokane
KJEO, Fresno
KMTV, Omaha
KOMO, Seattle
KRCA, Los Angeles
KRON, San Francisco
KTLA, Los Angeles
WBAP, Fort Worth
WFIL, Philadelphia
WBAL, Baltimore
WBEN, Buffalo
WBTV, Charlotte
WCBS, New York
WCCO, Minneapolis
WDSU, New Orleans
WFBM, Indianapolis
WGN, Chicago
WJAC, Johnstown
WHY, Okla. City
WNBQ, Chicago
WOAI, San Antonio
WRCA, New York
WSAZ, Huntington
WTMJ, Milwaukee
WTVJ, Miami
WRCV, Philadelphia
studio originations, and live commercials in color are making sponsors sit up and take
:. Your station can spark the same type of advertiser interest in production of live color
RCA's color camera equipment! For complete technical information call your RCA
least Sales Representative. In Canada write RCA VICTOR Company Limited, Montreal.
RCA PIONEERED AND DEVELOPED COMPATIBLE COLOR TELEVISION
RADIO CORPORATION of AMERICA
BROADCAST AND TELEVISION EQUIPMENT CAMDEN, N. J.
A roundup of trade talk,
trends and tips for admen
SPONSOR HEARS
15 DECEMBER Look for the transatlantic airlines to start splurging on spot campaigns.
sponsor publications ino. ^ ne immediate reason: To capture the winter tourist trade set adrift when the Cunard
Line called off its Mediterranean cruises.
Long-range spot plans are now in the making for Sahena, the Belgian airlines. The
campaign, up for client approval, will be handled by Marschalk & Pratt.
If you plan to see a Broadway show during the holidays, this is the situation:
Don't set your heart on a certain, specific production. You may be sadly dis-
appointed; too many hearts are beating in the same tempo.
Leading ticket brokers suggest this procedure:
1) Turn over to a broker a list of the shows you'd like to attend — in the
order you prefer them.
2) Note the nights you'd like to go and let him fit availabilities to those nights
as best he can. In other words, be flexible.
It's the wildest season in many years for the bigger shows. The real toughies to
get to see are: My Fair Lady (of course!), Happy Hunting, Auntie Mame, Bells are Ring-
ing, and The Millionaire.
Through the years, a traditional training school for the operating, adminis-
trative, and selling executives of radio-tv has been station relations. Here is a sam-
ple roster of graduates with their current connections and their network origins indicated
in parentheses:
Matt Boylan (CBS), sales executive, John McGillvra Co.
Otto P. Brandt (ABC), v.p.-general manager, KING-TV-AM, Seattle.
Norman (Pete) Cash (ABC), president, TvB.
James H. Connolly (ABC), v.p.-general manager, KGO-TV-AM, San Francisco.
Hugh Feltis (NBC), president, Hugh Feltis Associates, Seattle.
Carl Havcrlin (Mutual), president, Broadcast Music. Inc.
Don Isoet (Mutual), v.p.-general manager, WPIT, Pittsburgh.
E. M. (Pete) Johnson (Mutual), president, WCAW, Charleston, W. Va.
Keith Kiggina (ABC), v.p., Storer Broadcasting Co.
Norman Knight (Mutual), v.p.-general manager, WNAC-TV-AM, Boston.
Tom Knode (NBC), v.p. in charge of tv, Edward Petry & Co.
C. Howard Lane (CBS), v.p.-managing director, KOIN-TV-AM, Portland, Ore.
Harry I^eBrun (Mutual), v.p.-general manager. WLWA, Atlanta.
John Norton I NBC), general manager, WMTW, Mt. Washington, N. II.
Richard Rawles (ABC), general manager, KPHO-TV-AM, Phoenix.
O. M. (Pete) Scbloss (ABC), v.p.-general manager, WWSW, Pittsburgh.
Fred Shawn (NBC), general manager, WSUN-TV-AM, St. Petersburg.
Jerry Sill (CBS), general manager, WFPG, Atlantic City.
Carlton Smith (NBC), v.p.-general manager, WRC-TV-AM, Washington.
C. A. (Fritz) Snyder (CBS), director of development and promotion, Hollingbery.
Fred Weber (NBC), v.p., the Friendly Stations.
William Wylie (ABC), tv-radio account executive, McCann-Erickson.
88 SPONSOR • 15 DECEMBER 1956
•'<-•».
THE MOST IMPORTANT TELEVISION STATION IN THE RISEN SOUTH
Pow. Make like a sharpshooter because you
can't miss. Channel Five has (at long last)
come alive in a market as big as the side
of a barn. Ain't no one station covered this
$2 billion heart-of-Carolina market until
now. NBC-TV. 288,745 sets, maybe a couple
more. 100,000 unhampered watts. H-R.
CHANNEL
WRAL
TV
RALEIGH
NORTH CAROLINA
SPONSOR • 15 DECEMBER 1956
89
ALL-MEDIA BUYING
Continued from page 2l) i
zines space buying and planning.
Group No. 3 i< supervised 1>\
Thomas Reilly, \s K . . is also the news-
paper coordinator, and Group No. I is
the bailiwick <>f \ndrew Zipprich. Ili-
second assignment i- serving as office
management coordinator for (he entire
media department, counseling on such
management matters as vacations and
pei sonnel policies.
I hese group head- function as all-
media buying managers, but because
the conversion isn't complete the) re-
lain their former media specialties.
Thus, Miss Wilbur and I'hil Branch
share their broadcast know-how with
the othei group supervisors, who are
print specialists. They, in turn, co-
operate with her on print matters.
I his share-the-knowledge pattern i-
hue of buyers, as well. II David
Keegan. a l>u\er hea\ \ on space, has a
-put t\ campaign running and needs
an assist on last-minute buying (and
this happens nil the time!), he might
call in Joan Stark, even though she is
in another buying group. Miss Stark
i- a broadcast specialist, because of
her previous experience, hut she- an
all-media bin ei as well.
There's flexibilit) in all directions,
and this i- how the conversion is being
'Heeled.
Joan Kutman. for example, can work
on a buying project on am of the
mam accounts in her immediate buy-
ing group, or she can he switched foi
special dut\ to am of the other three
buying groups. The switch therefore
i .in be cither horizontal <>r vertical.
But how do the buyers learn new
media? How, after fi\e to L5 years
working with one medium, can the)
grasp everything the) need to know in
advertising media new to them'/
The) learn In watching, and In do-
ing. Buyers sit in on briefing sessions
with account people, on research meet-
ings, on all-media presentations, on
intra-media department discussions. \
print buyers -it- in on a conversation
I el ween a radio rep and a timebu) ei .
The timebuyer is called in to see a
slide film shown In the Bureau ol Ad-
vertising i Vmerican Newspapei Pub-
lishei - Association I .
Miss \\ illuii . as broadi asl coordina-
tor, calls special broadcast presenta-
tion meetings when there are new r<
■ irch or sales developments in radio
"i television. I he same hold- true for
the new-paper and magazine super-
\ isor-specialists.
Media has its own statistical typing
pool, headed by Gloria Quartuci, and
.1 carbon ol ex erything t\ ped bj five
typists goes into what Helen \\ ilhur
calls her circular file. This circular
file does just that, however. It- cir< u-
lari/ed tu ever) executive and buyer in
the department. -,, each is on top of
what the other- are doing and exposed
to an) newl) compiled data which
might be of use.
Dr. Deckinger conducts a special
media department briefing meeting
ever) other week, after office hours.
It s open to am one in the department,
even the statistical typists. Nail peo-
ple are free to attend or not, as the)
choose. The after-hours meeting was
an innovation three months ago. and
was designed to cope with some of the
questions and the problems arising
from the new all-media buying system.
He sent a questionnaire to everyone
in the department, asking them what
the\ would like to learn about, in gen-
eral as well as specific media matters.
From the an-wers he got. he developed
a list of subjects to he cmered at these
sessions. These informal get togethers
stress participation rather than lecture,
and the) \e inspired mam a sprighllv
discussion as well as debate on the
relative merits of ratings, for example.
Buyers heavy on space experience
are sent to the radio and telex ision
timebuying seminar sponsored each
week during the winter season b) the
Radio and Television Executives So-
ciety in \ew Noik. Two or three Gre)
buyers attend each seminar. Likewise,
broadcast Inning specialists cheek in
on meeting-, conventions and sym-
posia which lend to fill in the gaps in
their knowledge of other media.
I'he\ work intensively, of course,
with research tools. There's the age-
old problem of a craftsman mastering
his tools before he can gel be) ond the
technique into the realm of thought
and theory. \nd. in Grey's thinking.
a bin ei can i e\ i'ii begin to undei -land
01 help solve the complex problems ol
his client until he has mastered the
tools ol his on ii i raft.
I li- Inn ing tools are facts and fig
ures, statistics and readership surveys
,nu\ ratings and costs-pei - 1 ,000. Gre) -
objective is to have its buyers mastei
the m\ stei ies oi the numbers game.
and transcend them to a height of per-
spective where the) can begin to inte-
grate the media need- with the market-
ing, creative, and merchandising ob-
jectives ol the account group.
Creative Inning is the goal, and he-
lore a buyer even begins to be crea-
tive he mu-t mastei these tools of his
tiade research. That's win the de-
partment has set up a Facts and
I igures group. Headed In Jo Napoli,
the group functions completely apart
From the agenc) - over-all research
unit, which, incidentally, has two
media research specialists in it.
W hen a buyei want- a Starch re-
port, or the latest Politz stud) on radio
sets in working older, or a Life reader-
ship stud) or a Television Bureau of
Advertising presentation, he goes to
Facts and Figures. When he wants a
special comparative cos! rundown on a
proposed test foi a deodorant in five
cities with three competitive media
used, he goes to research.
Creative buying of media, predicat-
ed on creative thinking, lead- to
-lionger client position, better sales
results for that client and a more solid
agenc) structure, says Deckinger.
"\\ hen we train our people in this
way, we do more good for our own de-
partment and our agency, and the)
better themselves. That's win we'll
alwav- rotate responsibility, among
supervisors as well as buyers. The
more the) all know, the better it is.
"We don t believe in the prepara-
tion of a media schedule in response
to an account request. We believe in
sound planning."
There's no room in Grey's philo-
sophical media structure for an ac-
count man to call media and "order a
schedule of 15 one-minute announce-
ments per week on the top powei
station in the 30 biggest market-.
Gre) s planning and Inning procedure
follows these lines:
"The account group write- the mar-
keting plans, ami the media plan is
an important pail of this. This media
plan cannot be done independent!) ol
the other agenc) phases. Creative,
media and merchandising must be in-
tegrated with the marketing plan.
" I here i-u t a -ingle line of media
scheduling, or an) preparation ol me-
dia detail, until the media strateg)
statement has been written and accept-
ed hv the agency. Then the media
plan can he w i it ten.
Media people, iheiel.ne. aie diawn
into the marketing confabs ver) earl)
in the planning game. I hev meet with
the accounl gi oup superv isor, the ac-
count executive and his assistants, the
90
SPONSOR
I) DECEMBER 1956
copy, promotion, research and mer-
chandising people and ilic client, on
occasion to discuss advertising strat-
egv relating to the problem. The prob-
lem ma\ lie one ol a new account in
the bouse (and Gre) ha- had mam
new ones in the |>a>l two or three
years), <>r a serious competitive situa-
tion for a current account, or introduc-
tion of a new product line, or the ad-
vent of new advertising monej From
a client.
For tlii" media department to make
its lies! recommendations, and for the
buyers to make the best huvs on the
basis of those recommendations, the
buyer musl be, in Deckinger's opinion.
an all-media specialist.
He must know media, markets and
the mechanics. Just as importantly, in
Grey's concept of the all-media huver,
he must know the individual problems
of each account on which he works.
He should know basic business and
market data about each, or know
where to find it — and how to evaluate
that data when he gets it.
Sa\s Miss Wilbur, ""The Inner must
know how to discriminate, how to
weed out meaningless or useless or ex-
aggerated material from the data
which are reallv relevant."
And the first step toward achieve-
ment of this, in her opinion, is getting
good people. She thinks Grey has them
in its 10 all-media buyers. They are
Jack Cummings, Thomas Flanagan,
Dorothy Houghey, Ken Kearns, David
Keegan. Seymour Parker, Joan Rut-
man. Glara Simmons. Joan Stark and
Alice Wolf.
The media department chain of com-
mand goes from Dr. Deckinger to the
four media group supervisors to the 10
all-media buyers. From there, it pro-
ceeds to eight assistant media buyers.
Assisting these buyers are 10 estima-
tors, who see that final hills from me-
dia check exactl) with the original pre-
buying estimates referred to the client.
There are 13 departmental secre-
taries, and they, along with buyers and
estimators, are assigned to specific
buying groups so thai the) work on
the same basic list of accounts most of
the time. This enables them to become
more familiar with these accounts, and
with their unique marketing and ad-
vertising problems. The remainder of
the 57-person department includes four
people in Facts and Figures and seven
in the statistical typing pool.
The assistant buyer category came
into being \erv recently. Shortly af-
ter Dr. Deckinger joined Grey, he in-
stituted a plan whereb) estimators
then on the job were Lipped to assist-
ant buj ers. I be presenl si rateg) is to
round oul the media expei ience of 1 1 n ■
current crop ol estimators ami pro-
mote them to assistant buyer status as
new buv ing activ i|\ i- needed.
I hese new assistant media Imv ers
are Kenneth Mien. Herbert l.iberman.
Mien Heed. Marie Scotto. Manas
Sternschein and Ruth Zozula.
Most ol these buyers, when working
in the broadcast media, are On spot
rather than network accounts. I lie
agency has a heav v spol lineup for a
varietv of advertisers, and an illustra-
tion from one spot campaign mav
point up some ol the staggering
amount of detail work needed to get
announcements on the air.
The Lionel Corp., which makes
electric trains, went on the air in a
pre-Christmas television push with spot
announcements aimed at the young
ones and their fathers.
The buv was a graduated schedule
of 20- and 60-second announcements
in 81 tv markets for four weeks stall-
ing Thanksgiving Day. with varying
frequencies in each market — a mini-
mum ol 35 weeklv ranging upward to
a high oi 160 pei week. I he problem :
lining up quick seasonal schedules in
preferred t imes, matching adull and
\ oungstei copj to adull and j oungstei
time periods, allowing foi the upcoming
change in local time from standard to
daylight.
Buver Joan Stark figures actual buy-
ing— after determination of media
strateg) . confereni es, \ isits w ith sta-
tion reps, analyses "I availabilities —
took an average ol three hours per
market. I luce i imes 81 is '2 13 hours
— six weeks work at a normal paci
not allowing time for anything but
Lionel!
Rut the buv ing had to be done in
about three and one-half weeks. I lii~
is where (,iev'~ all-media buv ing and
all-media flexibility came in. \nd\
Zipprich, supervisor ol Miss Stark's
buying group, called in buver- from
Other media -roups and polished ofl
the buv ing in quick older. Admitted-
ly, it took several sessions until 3 a.m.
to do the job.
I his buying versatility and lateral
cooperation between buv ing groups.
shows how all-media buying adds up
to better service for the client, says
Deckinger. ^
it's WILS for
BUSY
SALES RESULTS
in
LANSING
Busy Facts
"Strictly from Richard" with
Dick French, 10:00 A. M. to 2:00 P.M.
53.5%
AUDIENCE SHARE-
"Club 1320" with Dave Froh,
2:05 to 5:30 P.M.
3%
AUDIENCE SHARE*
WILS
leads in 51 out of 52
quarter hours
Represented Nationally by
Venard-Rmtoul-McConnell, Inc.
Lively Watts
music .
news sport
WILS
•C. E.
Hooper, Inc.
SPONSOR
15 DECKMBKR 1956
91
f
WGR-TV
Molen, veteran KM EC -KFRM
Sports Director, keeps himself in top \
broadcasting condition with three daily i
gportscasts plus several weekly sport
and features. Personalized radio
it sells as it serves !
#§# «h. New Sound o,
KMBC -KFRM
The liit; news in Kansas City radio is the
s. •« Sound on KMBCKFRM By complete-
ly overhauling old programming coi
KMBC KFRM have introduced a new type
of radio service that's tailored to today's audi-
Fev i i i per niuii-
ew formats, new impact — -they're all
woven int., every hour of every broadcast day.
This inspired local progro inn
with the ln'st from thi
radio thai ells as it si 'i "»r
Colonel from Pel I Woodward, Inc.
can tunc you in on the New Sell in
KMBC KFRM.
KMBC <xl Kansas City
KFRM^r the Slate of Kansas
in the Heart of America
2 heads are
better than one
...IN BUFFALO
WGR-TV
BUFFALO
Basic ABC
National Representatives
PETERS, GRIFFIN, WOODWARD, INC.
Tv and radio
NEWSMAKERS
Roger W. Clipp, associated with the
\\ I II. stations and later Triangle Publica-
tions Radio and Television Division for
21 years, has been elected vice president of
the division. He lias been general mana-
ger of the Radio and Television branch
since ils beginning in L955. It operates
\\ I'll. Wl-FM-TV in Philadelphia: WNBF
Wl-FM-TV in Binghamton, New York;
WFBG Wl-'IA in Utoona; and WNHC Wl-FM-TY in New Haven.
The Division also owns 50$ of WHGB, Harrisburg, Pa. Clipp
served as \\ I'll, business manager from 19,1") to 1938, then as gen-
eral manager until L955. He is serving currently in several \ olun-
lar\ positions as well: secretary -director of TvB; on the l. S. In-
formation Agency's Broadcast Vdvisor) Committee: and on the
liadin-l\ Committee of the President's People i" People Project.
Stuart D. Ludlum, manager of ('. ,). La-
Roche and Company's West Coast office in
Beverl) Hills, ha- been elected a vice presi-
dent ol the advertising agency. Ludlum
directs the Disnej and Disneyland accounts
mi the Coast and supervises the agency's
commercial production. \ veteran in the
musical commercials field, he launched the
first Kent-Johnson singing commercial
campaign, the first transcribed disk jockej ami gave Ma
Wake Believe Ballroom its Hist national account. He I
produced and supervised commercials in the dairy, i
wear and packaged foods fields; ami li-l- among his mi
spois \ja\. Halo. Necco Sk\ Bar, Veto, Colgate Shi
He formerlj was head of McCann-Erickson's radio
ami was associated with D-F-S, Compton ami othe
i tin Block s
tas \\ i itten,
[rug, men s
m\ singing
ive ('ream.
department
i agencies.
0?
Henry T. Wilcox, formei local sale- man-
age] ai KPOA, Founders Corporation's
Honolulu Radio Station, has been appoint-
ed genera] manager ol WFBL. Founders
Sj racuse outlet. \\ ilcox entered the broad-
cast held as office manager of KIST. Santa
Barbara, ('ah. in L950. Two years later he
moved in kl)l>. Santa Barbara, in the
same capacity. \t \\ I I'd. he will lake the
place of former manager, Charlie Philips, who mm liccome- I a-icm
public relations manager lor Founders I orporation. Vside from
Kl'()\ and WFBL, the investment firm also own- WTAC, Flint;
part ol KTVR, Denver; and i- negotiating for purchase ol a New
Orleans radio station, i \i presstime: Founders has announced the
appointment ol rhomas .1. Warner as national sales manager of the
broadcasting division. He was national sales manager at \\ fAC.)
92
SPONSOR
I.") in < km m it |9,")()
Look Who's Playing Santa!
Whether you believe there's a Santa or not, if you get all the
facts you'll find that Christmas-like sales are yours "year-round"
with WFMY-TV. Why? Because no station or group of
stations — not even Santa himself — delivers complete coverage
of the Prosperous Piedmont section of North Carolina and
Virginia as does WFMY-TV. Call your H.R.P. man today.
50 Prosperous Counties • 2 Million Population
$2.5 Billion Market • $1.9 Billion Retail Sales
urfmy-fv
WFMY-TV . . . Pied Piper of the Piedmont
"First with live TV in the Carolines"
GREENSBORO. N. C.
Represented by
Harrington, Righter & Parsons, Inc.
New York — Chicago — San Francisco — Atlanta
Basic
Since 1949
SPONSOR • 15 m:< EMBER L956
93
OMAHA
Serves Over
412,000*
TV Homes
in FOUR
Midwest States
Spring '56 Nielse-
Represented by
Edward Petry Co., Inc.
CHANNEL
floW. 200,000 SEKWiItf
THE IW STAT.0MS' /
K PAR TV
ABILENE-SWEETWATER TEXAS
Tv'LUBBOCK, TEXAS
OWNED & OPERATED BY TEXAS TELECASTING, INC.
7400 COLLEGE. LUBBOCK, TEXAS
NATIONAL REPRESENTATIVE THE MANMAM COMPANY
^ Reps at work
94
Jack Frirz, Blair TV, New York, notes the increasing -tature and
authorit) the agencies are giving the media department and. in
particular, the i\ people. "More and more clients," Jack says,
"know the importance of spol l\ buying and demand that the
agencj have a media department strong on tv timebuying. One
advertiser changed agencies re-
centl) because its former agencj
mishandled spot. Because <>f this.
he savs. the media department
specializing in spot lias become a
showplace in man) agencies. It is
adequately staffed and iis person-
nel is e\treinel\ capable. Cost-
per-1.0U(> reasoning has been mini-
mized and buying i- creative and
imaginative. "But main agencies,"
Jack points out. "have not given
air media proper recognition. The
reason is mostl) that account people came up in the agenc) when
print was paramount. \ll their media thinking is in terms of
newspapers and magazines, and the) have no grasp of timebuying
methods." Rut the time will come, he believes, when air people
will have a place on agenc) planning board and will influence over-
all strategy, making radio and television spot most important.
Tom Campbell, Branham Co., New ^ oik. points out that main
of the younger reps, who lend to he critical, are not aware of the
lime and effort conscientious timebuyers spend familiarizing
themselves with markets. "The) don't merel) stud) ratings, Tom
says. "The) are more concerned with each stations market and
how it -nit- the advertiser's prod-
uct.'' lom knows timebu) ers who
have personall) traveled t" market*
and conducted their own siir\e\s.
"Man) stations have cooperated in
this respect. I om sa) s, "h\ or-
ganizing H\ ing junkets to theii
stations for timebuyers. First
hand, the timebu) ers were aide to
watch the programs, meet local l\
I ci sonalil ies, learn lmw the sta-
i ions 0] ci ated, see t hen merchan-
dising services, note local buying
habits, and poll people on the streets and in their homes. "These
timebuyers have broadened >\ hat was formerl) onl) a service func-
tion lo encompass marketing, merchandising and research," Tom
note-. "In so doing, the) have made -pot radio and t\ an effective
advertising medium for the client's products, and at the same time,
have increased the sale of spot time to their agency - client-.
SPONSOR • I") DECEMBER l(J5(t
The Bureau of Advertising
is on the move
As newspapers move ahead in their daily usefulness
to readers and to advertisers, so moves the Bureau oi
Advertising <>t the American Newspaper Publishers
Association, Inc. And. may we add. vice versa!
Our newest move— to larger, more productive quarters
in New York at 485 Lexington Avenue— reflects the phe-
nomenal growth of the newspaper as America's No. 1 adver-
tising medium. Circulation is at an all-time high — over
56,000,000 copies a day. So is the advertising invested in
newspapers In all ad\ ertisers-a total ot $3,087,800,000*
last year, more than was invested in television, radio, maga-
zines and outdoor combined.
Who We Are And What We Do
The Bureau of Advertising was established in 1913 to
serve the entire newspaper medium and its advertisers.
Today, it has over 1,000 member newspapers and pub
Ushers' representative firms. It has three major functions:
1. To help advertisers make more effective use of news-
paper space.
2. To act as the clearing house lor all newspaper sell-
ing organizations.
3. To promote the greater use of newspaper space.
Services Available
The Bureau maintains five offices strategically located
throughout the country. From any one of them, advertisers
*Source: McCann-Erickson, [nc.
ami agencies can get help (at no cost) in planning their
newspaper advertising.
Our sales force stands ready to help vim soke your
advertising media problems. The Research and Marketing
Departments provide you with a multitude ol market and
media studies. In addition, there are a number of booklets
and visual presentations which are available. For example:
"1955 Expenditures of National Advertisers in News-
papers" — A detailed annual report of all advertisers spend-
ing 825,000 or more for national newspaper advertising.
"How Much Will It Cost?" — A handy guide for quickly
estimating the cost ol newspaper campaigns.
"People Speak Their Inner Minds About Newspapers" —
A motivation research stud) oi newspaper readers which
reveals why people read newspapers. Most important to
advertisers and agencies.
"Ad Facts" — A series oi illustrated brochures, each the
case history oi an advertiser who used newspapers success-
fully to accomplish some marketing objective.
"Special Market Studies"— -These are a\ ailable on specific
products, such as cigarettes liquor, razors, frozen foods, etc.
They can help von find your best sales opportunities.
We hope you'll avail voursell ol the Bureau's services.
Do it soon and do it often.
BUREAU OF ADVERTISING
American Newspaper Publishers Association 485 Lexington ave . new york 17— Murray hill 7-9300
360 N. MICHIGAN AVE.. CHICAGO 1— RANDOLPH 6-3458 • 2761 GUARDIAN BLDG ., DETROIT 26— WOODWARD 3-4353
3670 WILSHIRE BLVD.. LOS ANGELES 5— DUNKIRK 8-4103 • 333 PINE ST., SAN FRANCISCO 4— EXBR00K 2-8530
WRITE FOR THIS BOOKLET —
Describes everything the Bureau
has to offer plus a list of con-
sumer market studies made by
newspapers For your copy of
"Newspapers at Your Serv-
ice," address Dept. A, Bureau
of Advertising. 485 Lexing-
ton Ave . New York 17, N. Y.
SPONSOR
DECEMBER 1956
95
KS
30 leadership years
The histor) oJ network radio began with the birth oJ NBC
30 years ago. Always over that period NBC Iki - been a
leader, firsl with the concept of network radio itself, then
with television and now in the field oi color television.
Throughout this period. NBC lia- kept it- eye on the
future under the guidance of Brig. General David Sarnoff,
l>< . \ board chairman. It one dung characterizes the general,
it i- the extent to which he plan-, not for tomorrow, but for
a decade ahead, seeking to mesh today's electronic experi-
ments with tomorrow"- realities.
Under NBC Presidenl Robert Sarnoff, NBC will keep its
eye on the future, working to keep television programing
fresh, to transform television into a color medium, to update
network radio. I See "Robert Sarnoff charts the future ol
NBC," page .'$2 this issue. I
To NBC a- it celebrates it- 30th anniversary this week we
-a\ congratulations and Godspeed lor main, many more
years of pioneering.
Product X
At the recent Eastern regional meeting of the 1 A"-, three
media director- were asked to tell what media the) would use
for Product \ with $750,000 to spend. The project was
noteworthy on several counts:
First, for the remarkable opportunity it provided to see
the mind- ol three outstanding media men at work.
Second, for the fad that air media (and especially spot)
were ba-ic in all three recommendations (see page 39).
One ol the media director- cho-e -pol radio; one chose a
combination ol network and spol radio: a third cho-e
daytime spot i\. Each -elected a different branch oi the air
media for the product (which turned out to be Te|le\ Tea).
Yel each fell he wa- achieving flexibility to match marketing
need-.
We think tin- demonstrates bow inherently flexible the air
media are in general. And we -u-pec| that all three ap-
proaches would have been successful il put into practice.
Bui the actual choice ol Tetle) Tea and il- agency, <)gil\\.
Benson \ Mather, wa- -pot radio which we've since been
told quick!) proved successful foi them.
this we fight for // e' re glad I RF still
plans a field test <</ ratings. />'/// when? This
>l is the most-needed sin vie project in mi media
research; //>'/ /-> the logical bod) i<> make
the tests. IRF, please make l(>~>7 the \rm'.
lO-SECOND SPOTS
Shakespeare on ratings:
O Hamlet, what a Falling "IT was
there! ill
The play, I remember, pleased not the
million. I '1 >
The bab) figure "I a giant mass- I !)
A thin^ de\ bed 1<\ the enemy. I 1 I
Compai isons are odorous. I 5 I
The weakest goes to the wall. (6)
I hese things are be) ond all use, and
I do fear them, i 7 i
Confusion now hath made his master-
piece. I 8 I
Ti ifles lighl as air are to the jealous
confirmations strong as prooi of
hoi) writ. (9)
It makes us <>r it mar- US. i 10)
The) laugh that win. (11)
\ blank, m\ hud. i 12 i
Media: Jack Ostrode, program direc-
tor at WIBW-TY. Topeka, parodied a
l\ -newspaper studs based on a Na-
tional Research Bureau report. He
listed as the single advantage for news-
papers— "You -till cannot swat a fly
with a t\ set.
Headline in Billboard:
HALF OF PHIL SILVERS
MAi BE WAILABLE
Which half?
Credit: Kevin Sweeney, RAB presi-
dent. sa\s. "Women have kept radio
in business." Like the\ say, you can't
live k ithout them.
Look ahead: Frank Block, head of the
St. Louis advertising and p. r. agency,
predicts that "10 years from now the
lush media comini — ion will be a fond
memory." Better to have laved and
lost IV, than never t<> have lushed at
all.
Stork opera: Then there was the sta-
tion manager who came home to find
his wife plaviiii: that new Mennen-
inspired record album. "'Music for
Expectant Mother-. "' \ow there's a
real example o) music-and-news ;
Naturals: Station buys wed like to
see: Playtex Girdles on WOW (Oma-
ha I, Maidenform Bras on WOWO I Ft.
Wayne l. \rthui \1urra\ on KICK
i Spi ingfield, Mo. I . Vmana Freezers
on KOI.D | "> tima I .
^(M Kl I - (1) Mm lOl VI 0 ,:■ • ' All.
i i ,uu fc Croildi \ i i 8; Rich. Ill,
\ \ . | |) \i | , i \. . \ I II (6) Itam A
Jultot, A I, i 1 ; (7 -i I It 11 \ 1 1 I: (8) Mich..
\ 11 (9] ml ell) AMI I S: (10) OthsllO, A V,
Othi v i\ I; (12) Twelfth Nisht. A
II ■ 4.
:
SPONSOR
15 ma EMBER L956
While you read this-
NCS No. 2 reports are influencing the
selling and buying of radio and tv schedules!
Hundreds of radio and tv stations... and time buyers (some
of them your competitors) are using NCS No. 2 reports
right now to learn new, comprehensive and authoritative
station coverage facts.
These NCS No. 2 subscribers have current data...
county-by-county— on daytime and evening listening. They
are making good use of this information in every buying
and selling situation.
You, too, can arm yourself with this detailed station cov-
erage information... can know what others are learning
about radio and tv coverage.
Typical facts provided by
NCS No. 2
• How big is a station's market?
number of homes in the area
—number with radio or tv sets
• How many families listen to the station?
—daytime. . . evening; weekly . . . daily
• Frequency of family listening?
—station loyalty
• What other stations serve the area?
—comparable competitive facts
Call . . . wire ... or write today. NCS No. 2 reports are available immediately.
&*& TVielsen Coverage Service j\o.2
Chicago 45
2101 Howard St.
HOIIycourt 5-4400
A. C. NIELSEN COMPANY
New York 36
500 Fifth Avenue
Pennsylvania 6-2850
Menlo Park, Calif.
70 Willow Rd.
DAvenport 5-0021
50 per week gets you!
WABD's presentation of Warner Brothers pictures has hit the formula of success! Wit'i
a vertical presentation of a matinee and evening performance, 15.1% of all TV homes i)
the nation's largest market tune in every Sunday.
These are the Nielsen figures (Jf weeks ending October 20, 1956).
A + B
Weekly Cumulative Audience
Homes
333,300
346,800
623,500
Percent
8.1
8.4
15.1
Avg. Qtr. Hr. Eps
4.4
4.4
4.8
4 Week Cumulative Audience
Homes
885,200
1,061,200
1,739,600
Percent
21.4
25.7
42.1
Avg. Qtr. Hr. Eps
6.6
5.8
6.9
The lowest cost per thousand of any feature film presentations in New York on the station
where interesting things keep happening.
KM
to*
22 DECEMBER 19S6
40* a copy • $10 a yaar
PO
OR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
The Storz Style ... in public service
From the files of the five Storz Stations . . . here are two recent
. . . and typical . . . examples of service in the public interest:
in Miami,
WQAM helped
get out the vote
r
&
at happened when WQAM decided to
fed a presidential straw vote.' More
i 50,000 plume calls swamped WQAM's
lilies iii the 5% day "Election Poll".
irly average: 870 calls. Each of the (iOO
ouiicemetits WQAM devoted to "Elec-
Poll" urged listeners nol only to take
: in the straw vote, but to exercise their
ichise on Election Day. as well.
Ificia] returns for Dade ( iounty, Florida,
.ved a balloting of more than 2."i0,000
;s — representing a decided increase over
1952 t urn-out.
in New Orleans,
WTIX comforted
a mourning family
A poverty-stricken family had just buried
its two youngesl members, dead of rat-
poisoning. One Sunday, WTIX devoted
a full air day to mobilizing assistance for
the desperate family. In cooperation with
the American Legion Post -Jo:!. WTIX per-
sonalities urged contributions of money.
clothing and food.
The response was instantaneous. .More than
$2,100 . . . 4oo items of clothing and 50
boxes of foodstuffs poured in to comfort
the family in its unhappy hour.
ie
ay's
Storz Stations
Radio for Today's Selling
TODD STORZ,
President
VDGY
polis-St
WHB WQAM
Paul Kansas City Miami
Represented by John Blair & Co.
KOWH WTIX
Omaha New Orleans
Represented by Adam Young Inc.
BEST RADIO
COMMERCIALS
OF THE YEAR
Agency copy chiefs se-
lected top 10 a> radio's
most memorable, cred-
ible and persuasive
selling efforts in '56
Page 23
Feature film
ratings-
how good?
Page 26
Christmas ball
of wax: planning
the office party
Page 29
Monthly cost
and programing
Comparagraph
Page 35
"...for outstanding service
to the Future Farmers of America"
-
X
KPRC Farm Director, George Roesner,
became the third Texan in history and the
only broadcaster this year to receive FFA's
highest award, the Honorary American
Farmer Degree, at the national FFA
Convention in Kansas City. The degree is
awarded to men who have rendered out-
standing service to the Future Farmers of
America organization.
KPRC
RADIO AND
TELEVISION
HOUSTON
JACK HARRIS, Vice President & General Manager
JACK McGREW, National Sales Manager
Nationally represented by EDWARD PETRY & CO.
^
x*w «'»'"£!■.,,,-
:"'•' ' ,
'"""Mini »
INDIANA'S 2nd LARGEST TV MARKET
CBS, NBC, and ABC Television Networks
TERRE HAUTE, INDIANA
BOLL1MG CO.. NEW YORK CHICAGO.
LOS ANGELES, SAN FRANCISCO, BOSTON
T M -CBS-TV
SPONSOR • 22 DECEMBER 1956
22 December 1956 • Vol. 10, Vo. 10
SPONSOR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
DIGEST OF ARTICLES
"Radio commercials I wish IM written"
23 Top agenc) copj chiefs selecl outstanding radio commercials ol 1956 foi
I) memorability, (2) al>ilii> to create product desire, (3) gain attention
Feature film ratings — \\o\s jjood?
26 ^ reporl oi hov\ the powerhouse movie packages are doing rating-wise and
the implications of these figures as the rating returns start pouring in
Christmas hall of wax
29 \ one-acl pla> hardl) suitable for production about how the ^n<»>k.
Crappie & Bream agencj organized in depth for annual < hristmas part}
\\ huh media would you pick?
32 Par< two of a "Four \ ie-t for media men" details strategy ami reason-
ing of two more agenc) execs »h" also chose air media l"i Product \
Montlih cost and programing lv Comparagraph
35 Features include average costs bj network program types; cost-per-1000
for top 10 nighttime and daytime network shows; spot television basics
FEATURES
20 19ili and Madison
54 M i . Sponsor
57 \e-u and Renevi
62 \ru - & Id. a Wrap- 1 p
5 Newsmaker <>i the Week
78 Reps al Wink
52 S] -"i \sks
16 Sponsor Backstage
72 Sponsoi Hears
9 Sponsor-Scope
80 Sponsoj si><-ak-
58 Spot Buys
80 Ten Second Spots
6 Timebu} it- at W ork
76 I \ and Radio Newsmakers
60 \\ Results
69 \\ ashineton Week
In Next Week's Issue
I *>.">(» Radio Results Section
Hen in alphabetical form under product categories, readers "ill (mil
ule radio result stories, indexed for read) use in planning radio
i ampaigns
Best li commercials of L956
chiefs were sponsor's panel in selection "I the best \\ commercials
<d the year. The counterpart to top radii nmercials story ilii- issue
Editor and President
Norman R. Glenn
Secretary -Treasurer
Elaine Couper Glenn
Vice-Pre»ident-General Manager
Bernard Piatt
EDITORIAL DEPARTMENT
Executive Editor
Miles David
News Editor
Ben Bodec
Senior Editors
Alfred J. Jaffe
Evelyn Konrad
Jane Pinkerton
W. F. Miksch
Assistant Editors
Joan W. Holland
Jack Lindrup
Betty Van Arsdel
Contributing Editors
Bob Foreman
Joe Csida
Art Director
Phil Franznick
Production Editor
Erwin Ephron
Photographer
Lester Cole
ADVERTISING DEPARTMENT
Advertising Director
Arnold Alpen
New York Manager
Charles W. Godwin
Midwest Manager
Kenneth M. Parker
Western Manager
Edwin D. Cooper
Promotion Manager
Mort Winthrop
Production Manager
Jean L. Engel
Advertising Staff
Marilyn Krameisen
George Becker
Dianne Ely
Administrative Coordinator
Catherine Scott Rose
Circulation Department
Beryl Bynoe
Emily Cutillo
June Kelly
Accounting Department
Laura Oken
Laura Datre
Readers' Service
Betty Rosenfeld
Secretary to Publisher
Carol Gardner
Member of Business Publications
Audit of Circulations Inc.
SPONSOR PUBLICATIONS INC.
combined with TV. Executive, Editorial,
Circulation and Advertising Offices: 40 E.
49th St. 1 49th & Madison) New York 17,
N. Y. Telephone: MUrray Hill 8-2772.
Chicago Office: 161 E. Crand Ave. Phone:
SUpcrior 7-9863. Los Angeles Office: 6087
Sunset Boulevard. Phone: Hollywood 4-
8089. Printing Office: 3110 Elm Ave,
Baltimore 11, Md. Subscriptions: United
States $10 a year. Canada and foreign
$11. Single copies 40c. Printed in U.S.A.
Address all correspondence to 40 E. 49th
St., N. Y. 17. N. Y. MUrray Hill 8-2772.
Published weekly by SPONSOR Publications
Inc. Entered as second class matter on
the 29 January 1948 at the Baltimore
postoffice under the Act of 3 March 1879.
Copyright 1956
Sponsor Publications Inc.
A
HALF
DOLLAR
will go
a long way
these days on WHO Radio!
Take 9 a.m. to 12 noon as an example . . •
X? AR be it from us to suggest that radio is the
only worthwhile advertising medium — but we
do say it can get more mileage out of a dollar
than most people realize. Especially on WHO
Radio!
LET'S LOOK AT THE RECORD . . .
On WHO Radio, a 1 -minute spot between
9 a.m. and 12 noon delivers a minimum
of 47,086 actual listening homes, in Iowa
alone!
That's at least 496 homes for half a dollar,
or 1000 homes for $1.01— ALL LISTENING
TO WHO!
That's the half-dollar minimum. With its
50,000-watt, Clear-Channel voice, WHO also
gets thousands of unmeasured listeners, both in
and outside Iowa. Iowa alone has 527,000 extra
home sets and 573,000 car radios — and "Iowa
Plus" coverage represents a third big bonus!
Let Peters, Griffin, Woodward give you full
details — including availabilities.
(Computations based on projecting Nielsen
figures and 7955 loiva Radio Audience Survey
data against our 26-time rate.)
WHO Radio is part of
Central Broadcasting Company,
which also owns and operates
WHO-TV, Dcs Moines
WOC-TV, Davenport
WHO
for Iowa PLUS!
Des Moines . . . 50,000 Watts
Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Robert H. Harter, Sales Manager
Peters, Griffin, Woodward, Inc.
National Representatives
SPONSOR
22 DECEMBER 1956
KGUL's area coverage (with over 600,000 families)
encompasses Galveston, Houston and the entire Gulf
Coast. The buying power of this area represents 25%
of the total buying power of the whole state of Texas.
Here is a real Texas-size buy for your advertising
dollars.
KGUL-JV is the only station delivering a primary city
signal to both Galveston and Houston.
State of Texas
Families 2,510,500
Effective Buying Income $12,622,592
Source of Figures: Sales Management
Gulf Coast
TV Market %
611,600 24.36
$3,258,444 25.81
®
Galveston, Texas
Represented Nationally by CBS Television Spot Sales
SPONSOR
22 DECEMBER 1956
^H| of the week
Maury Malin: the farmer takes a show
Sandy-haired. eas\ -going Maur\ Malin has ne\er leen a fanner.
But in his 12 years as advertising manager for the Chows division at
Ralston Purina he has learned to understand a fanner's needs. On
31 December, Malin begins filling one of those needs with a \Iomla\-
through-Fridav suppertime broadcast of interpretative Farm news
reporting direet from Washington over NBC Radio.
The buy is for 52 weeks at a net
figure of $340,000. Veteran Wash-
ington correspondent Richard
Harkness I who spent most of his
youth in rural Kansas) will report
national and international news as
it affects tlie fanner, interview the
day's newsmakers, perhaps plav
tapes of pertinent hits of House
sessions. "It's a field of farm news m, s jjt*
that's not now being adequately
covered direct from its source,"
says Malin in a western drawl.
The time of the broadcast (7:15 p.m. EST) may raise a few eye-
brows in timebuying circles long-steeped in traditional early a.m.
and noon farm programing. When the newscast idea hit Malin some
months ago. he got together with John Leach, a.e. on the Purina
Chows account at Cardner Advertising. St. Louis. The agenc\ sam-
pled about 400 farmers across the nation, asked if the) needed such
a show and when they'd like to hear it. The survey revealed supper-
time farm programs on a listening par with early morning.
This mini' will boost Purina Chow's air media budget for 1957 to
more than $1 million. About $400,000 will be in local radio-tv farm
programs, the balance in co-ops with dealers. While NBC's Hark-
ness can hardly merchandise at the level of local farm directors, he
will lend his weight to Purina promotion by conducting Washington
columns in two house organs — the 800.000-circulation Checkerboard
Service and a dealer publication. Last month he addressed tbe RP
sales meeting at Boca Raton in Florida.
Malin was born 41 years ago in Kellogg, a small town in Northern
Idaho whose industries were mining, lumbering, farming. He chose
none, instead plunged into advertising and business administration,
majored in these at I". of Idaho and Northwestern. After receiving
his MBA at the latter, he went to Ralston Purina as a copywriter.
Today he travels all over, meeting with farm directors, attending
NATRFD sessions. He is closer to farming than if he had re-
mained in Kellogg. For the 62-year-old Ralston Purina Co. is the
world's largest commercial feed manufacturer, its checkerboard
trademark as common to the rural scene as the milk pail.
Purina's romance with air media goes back to the earh days of
radio. They pioneered Grand Ole Opry, discovered Fddie \rnold.
Their earliest show is beyond Malin's memory. It was on ECMOX,
St. Louis, and starred Helen Traubel when she still sang on a local
church choir. The commercial had, for sound effects, a hog-caller. ^
I
in Salt Lake:
BUILDING
BUILDS
BUSINESS
Building is big business
in t he Salt Lake market
where more than 1200
manufacturing plants add
over $300,000,000 annual-
ly—$30,000,000 per year
for plants and facilities
alone.
And advertisers build-
ing big business in the
Salt Lake market use
powerful, persuasive KSL
radio to service, sell and
unify the 1,617,200 peo-
ple building the GREAT
SALT LAKE AREA.
KSL
Radio
SO 000 WATTS-CBS IN THE MOUNTAIN WEST
REPRESENTED BY CB> RADIO SPOT SALES
Source* U S Ceniut. Salei Management
SPONSOR
22 DECEMBER 1956
CASE HISTORY -
SEAT COVERS
Sure Fit Seat Covers
Find Radio
Sure Fits Sales Problems
Back in the spring of '55, the Max
Becker Advertising V.gency of Long
Head) picked radio to sell the
Sure Fit Scat Covers Division of
the Howard Zink Corporation to
the owners of Southern California's
.'iVa-niillion passenger cars (most
of them, naturally, radio-
equipped) .
Just a year-and-a-half later, Sure
Fit lias completed a comprehen-
sive analysis of it-, advertising re-
sponse. According to division man-
ager N. G. Zink:
"Radio lias become consistently
more productive for us each month
during this period, and has now
reached the point where our cost-
per-sale from radio is lower than
from any other medium used.
"KB1C certainly deserves full
credit for the contribution it has
made to the growth and success of
Sure Kit during the past eighteen
months."
klilt.. carrying four one-minute
lingh'-vvilh dive-tag an incements
loi Sure Pil daily, is happ\ to
slian- with two other fine I os An-
geles independent stations gratifi-
cation for another joh well done
in our long li-l ol -ueeessful South-
ern California radio advertisers.
&
KBIG
T/re (ainlinn Station
10.000 Walls
740 ""-ST
JOHN POOLE BROADCASTING CO.
6G40 luoa.l Blvd.. Lot Angolx 28. California
Tolojthono: HOItywood 1 ilO'i
Nat. Rep. WEED and Company
[
Timebuyers
at work
Jerry Sachs, Doyle-Dane-Bernbach, New York, feels there's an
insufficient number ol t\ shows with "male-appeal/" such as sports,
offered to timebuyers for clients who want to reach the masculine
market. ""Baseball is covered, with annual attendance totaling 35.
666,308, but racing, with 50,473,402, is not telecast, with the
exception ol some major stakes
and handicaps," says Jerry. Be-
ta use racing is the most popular
sport, he thinks stations and ad-
vertisers shouldn't fear criticism
ol gambling events. "Racing is one
"I the world's greatest spectacles,
combining brute force with color-
ful personalities in a fate-defying
competition," he says. Its fans,
he points out to advertisers, spend
more money, and more quickly,
than ain other sports group.
"College basketball, also neglected." he says, "has an attendance
that either equals or exceeds baseball, although we have no accurate
figures." Even the minor sports. Jerry notes, have eye-opening
attendance which warrants coverage: hockey, 1,949,000; tennis.
915,000; track and field, 2,500,000: sorer. 1,500,00(1: yachting,
3,000,000. "Tv has overlooked the rich male market." he says.
Jeanne Nolan, Y W. Ayer & Son, New York, disapproves of calls
on advertisers by representatives. "The advertiser, she points out,
"is our client, not the rep's." Jeanne says the agency often spends
months coordinating its campaign with the client's marketing
strategy, and when the rep by-passes the agency, he could quite
easih disturb a spot plan that is
carefull) designed to produce the
best results for the advertisers.
"The client has chosen us to guide
his advertising because we arc
specialists."' says Jeanne. "He lias
faith in the agenc) and assumes
that the people w ilh w horn it does
business respect its judgment and
decisions. The rep who approaches
the advertiser, even when the
agency is first notified, is creating
unfair doubt in the client s mind
lie agency's standing: the same doubt the station manager
have about a rep il we made inquiries and bought direct!]
ie station. I think reps agree that most buyers evaluate their
presentations intelligentl) and fairly. Therefore, the proper authoritj
for the rep t" consult, ethical!} and practically, is the timebuyer.
as to
would
from I
SPONSOR
22 DEI EMBER L956
21.8% Auto
Dominance
Market figures prove families living in
WXEX-TV Grade B area spend 21.8% more
on autos* than families in Grade B area
of any other Richmond market TV station
WXEX-TV
Amount Spent on Autos by Grade B Area Families
$170,145,000
Percentage
100%
Stcition B
81.7%
Station C
$139,691,000
82.1%
^Automobiles, tires, batteries, accessories
Source: Sidney Hollander Associates
Tom Tinsley, President
NBC BASIC-CHANNEL 8
Irvin G. Abeloff, Vice Pres.
National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Forjoe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas, Atlanta.
SPONSOR • 22 DECEMBER 195C
STEINMAN STATIONS
Clair McCollough, Gen. Mgr.
Merry Christmas to all
and to all a good year
- :.Ji
Most significant tv and radio
news <>j the week with interpretation
in depth for busy readers
SPONSOR-SCOPE
22 DECEMBER
Copyright 1958
SPONSOR PUBLICATIONS INC.
Put down BBDO as the first Madison Avenue giant to resurrect the network
"radio specialist."
Bill Hoffman, who has been with the agency's tv-radio department a number of years,
has been assigned to this newly-created post with the following broad functions:
• Check prospects for radio on BBDO's client list.
• Cull networks and stations for personalities and programing material that
might be matched with clients' present and future needs.
• Create new program ideas and devices.
• Study new network programing concepts.
Set up a liaison arrangement between the agency's tv-radio and media departments to
get the radio plans rolling.
By background and professional disposition, Hoffman is a natural for the new spot.
He knows radio, and the networks know him. During tv's meteoric rise, Hoffman has not
closed his ear to radio.
Listerine (Lambert-Hudnut) this week lined up with CBS Radio for a net-
work campaign that will run about §1 -million gross.
The schedule is five 7V2-mmute daytime periods a week. It starts 7 January with
Lambert & Feasley at the helm.
Station reps tell SPONSOR-SCOPE this week that money allocated for 1957 to Collier's
and Woman's Home Companion (both of which folded last week) already is flowing into
spot radio.
A check by SPONSOR-SCOPE with the media directors of several major agencies
indicates that they're going over the plans involving the two publications to determine how
and where to transfer the rest of the money.
Their guess is that it will take at least a couple weeks to work out recommendations and
get them approved by clients.
Hopeful note for the air media: Since there is quite a bit of circulation duplication
among the big magazines, much of the freed money could go elsewhere to buy new audiences.
An interesting commentary on the generally rosy state of the radio business,
as reported by agencymen who recently have been touring the country:
Stations, which during the lean days of the medium moved across the railroad tracks
to save rent, are scrambling for space again on the main drag.
A few now dreaming about indirect lighting and air conditioning only a few months
ago had their studios at the transmitter site.
Members of the Association of National Advertisers will get a preview next
March of the report Albert H. Frey will make on agency functions, services, and
methods of distribution.
The occasion will be the ANA's spring meeting at the Homestead, Hot Springs, Va.,
(13-15 March).
The Dartmouth professor has been examining the modern advertiser-agency relation-
ship, under ANA assignment, since last October.
SPONSOR
22 DECEMBER 1956
lit
SPONSOR-SCOPE continued
Note this about feature films on tv: Comedy doesn't do nearly so well in audi-
ence count as straight dramas.
Station operators wonder whether that's due to the lack of a laugh track (something
to which viewing audiences have been conditioned).
In light of this perplexity, one station man suggested that the old adage be re-edited
to read: "Weep and the world weeps with you; laugh and you'll laugh alone."
The record of CBS Radio Spot Sales provides another index of how the
medium has been faring in 1956.
Sales will be up about $2.5 million over 1955 (the take in that year was $13.8
million).
Another factor to consider: From 1 September 1956 to 1 January 1957, 11 of the 14
stations represented by CBS Radio Spot Sales will have put in rate increases.
The Station Reps Association forecasts that national spot radio sales this year
will be around $150-million — an increase of 20% over 1955.
Sales for October — just compiled — were $16,004,000, a new high for that month and
31% over the year before. As against September, October rose 37%.
Purina Chows Division of the Ralston Purina Co. will spend more than ever
on spot in 1957, despite its buy of a news program on NBC Radio.
The network quarter hour with Richard Harkness is an innovation in this respect:
It's a national news broadcast to the farmer after his dinner time.
The Chows Division plans to budget over $1 million for air media next year, of which
NBC's net will be about $360,000.
(See further details in Newsmaker of the Week page 5.)
General David Sarnoff last week laid to rest some rumors circulating in the
trade about son Robert W/s future at NBC and the plans for Bob Kintner.
The general made this clear:
1) NBC President Sarnoff is not being warmed up for promotion to RCA.
In fact, Robert W. recently turned down some outside offers because he liked his work with
NBC so much.
2) Kintner was brought into NBC because he is a dynamic operator, did a good
job at ABC, and hence has great manpower value to NBC. No other goal was entertained
in his hiring.
The general made these comments at the NBC 30th Anniversary meeting in Miami.
For an aggressive agencyman, the alternate sponsorship concept currently is
developing disadvantages as well as advantages.
True, alternate sponsorship makes it economically easier to fit a client into network tv;
but there can be a double rub if the people on the account want to be eager beavers:
Rub No. 1 is that you don't have control of the time period; you're in partnership with
another fellow. Hence you have to be wary about leadership in making recommendations,
because the alternate sponsor's agency may be waiting for you to fall flat on your face.
Rub No. 2 is the difficulty of tying in promotion without conflicting with your co-spon-
sor. And such promotion is a big thing these days. Some examples of amounts spent in
kicking off a network show: Kaiser Playhouse, $25,000; Hitchcock Presents, $30,000; Robin
Hood, $35,000.
Suggested as a yardstick in determining how much should be spent for pro-
motion: a sum equal to the talent and production costs of a single show.
Kaiser Aluminum is trying to find out what effect tv advertising has on the
customer's customer — the consumer of the fabricator's products.
The stud) is -till in the data-collecting stage; completion of the analysis will take three
c.i four months.
SPONSOR • 22 DECEMBER 1956
SPONSOR-SCOPE continued . . .
What is it about a can of film that can glue an audience to a tv set for 90
minutes— even when the celluloid is so old that the pictures actually flicker? Why ie it
that an old western can run a slick, expensive variety show right off the screen?
This week the answer to these basic questions is a key consideration. And here is how
the psychology-minded tentatively spell out what is going on:
1) Feature film's inherent advantage is its length. The more or less leisurely
unfolding of a screen yarn permits the viewer to get into the mood — build up an "invest-
ment" in what he's seeing — as opposed to the somewhat frustrating potpourri that he other-
wise experiences.
2) The very age of the film isn't always a handicap. The U.S. seems to be mov-
ing into a nostalgic mood — as witness certain clothing trends, the preoccupation with Civil
War history in books, and even a minor craze for player pianos.
It's the length of presentation, though, on which the experts hinge much of
their analysis. For one thing, they note strong parallels in the magazine field where Life.
Look, Reader's Digest, and others wouldn't dream of trying to satisfy the reader with an
overdose of "quickie" stuff — all run some longer features to get "remembrance*' value,
fit's an axiom in the magazine business that, on the average, short material won't score as
high in remembrance value as longer stuff.)
One caution in this analysis, though: Regularity of presentation is important to
success. Scattering longer fare at unknown, irregular time periods could be a mistake, say
the analysts.
William Esty, long one of the more aggressive air agencies, this week gave
an invigorating hypo to its upper echelon by:
1) Expanding its board of directors to include eight more.
2) Spreading out ownership to the same number of persons.
The move has the over-all effect of reducing the control of the Esty estate (the founder
died in 1954), assuring the younger element of a bigger stake in the business, and pro-
viding for the spread of responsibilities and executive talents to all clients.
Average age of the new eight directors is 44.
This year Esty will bill about $55 million, with $38 million going to air media.
NBC has put an asking price of $44,000 net on the Jack Carson show it's
piloting among ad agencies.
It's been two seasons since Carson made his series of comedv appearances on the
same network.
Like NBC, the ABC top management has picked its new v.p. in charge of pro-
graming from non-ad-agency ranks.
James T. Aubrey, Jr., ABC TV's top programer. comes from CBS Television in
Hollywood, where he was manager of network programs.
Aubrey, who is still in his thirties, will report to Oliver Treyz. v.p. in charge of the ABC
Television Network.
The invasion of western films continues on the tv networks.
Wells Fargo replaces Stanley, the current season's lone live situation-comedy scric-.
on NBC at the end of March. It will be the same co-sponsorship — American Tobacco and
Toni.
Wells Fargo's price is $35,000; Stanley costs $41,000.
Inclusion of this line in the obit on Michael J. Roche. Lever ad executive, last
week must have sparked a flow of nostalgia among mam in the trade:
"He was among those responsible for the start of the Lux Radio Theatre."
SPONSOR
22 DECEMBER 1956
11
SPONSOR-SCOPE continued
In the original planning of this first of the sponsored hour dramatic shows, the partici-
pants included the late Francis A. Countway, Lever president; John R. Gilman, Lever
v.p.; Bob Colwell, JWT v. p.; and Savington Crampton, then assistant account executive.
When the show moved to Hollywood in 1936 — two years after its dehut — the late
Danny Danker, JWT v.p., gave Lux Theatre a unique glamour by being able (through
his contacts with the big studios) to deliver choice marquee names, scripts, and Cecil B.
DeMille as m.c.
In those days Tom Luckenbill, now v.p. at Esty on the R. J. Reynolds account, booked
the talent and literary properties for Lux.
Even with a more even distribution of tv audiences among the three networks
this season, the leading food accounts are cashing in nicely on the basis of cost
per-l,000-homes per-commercial minute. Here's the lineup:
General Foods' seven network shows average out to a cost of S2.C0. The most ex-
pensive program of the seven — I Love Lucy — delivers a commercial minute for $1.40. Zane
Grey and December Bride each comes out at around $2.
General Mills, with four shows on the networks, emerges with an average cost of
$2.50 per-l,000-homes per-commercial minute.
Campbell Soup, sponsor of Lassie and On Trial, comes in at a cost of $3, still within
par for the course.
Americans spend almost half as much time with their tv and radio sets as
they spend sleeping.
So the Nielsen Researcher, issued by the A. C. Nielsen Co., reports in its current issue.
The same publication says that during the peak tv months of January-February 1955.
the average tv home had the set going six hours a day.
Bristol-Myers wants stations to specify the titles of feature films available to
it during the run of its new contract.
Meantime Don Frost, B-M products ad director, says his company has halted its buy-
ing only temporarily.
So far Bristol-Myers has signed up for the four Triangle markets, plus Fort Worth and
New Orleans. Frost tells SPONSOR-SCOPE he's "still looking at more possibilities."
When Omnibus bows off ABC TV in early spring, the Amateur Hour hopes
to take over the anthology's Sunday 9 to 10 position.
The Amateur Hour's sponsor, Pharmaceuticals, Inc., feels that it can do better there
than continuing to buck Ed Sullivan and Steve Allen and has told ABC so.
This season the Amateur Hour has been doing well the second half of the hour, but
the audience pull for the first half has been somewhat disappointing.
McCann-Erickson is taking two significant year-end steps:
(1) Appointment of Wilbert G. Stilson as the third executive v.p. in charge of the cor-
porate office and Frank K. White as the fourth senior v.p. and chairman of the finance
committee.
(2) Separation of corporate headquarters from the operation of the New York office,
which serve? the eastern division.
\\ hen the New York office moves to its new building on Lexington Avenue, the cor-
porate office will remain as is in Rockefeller Center.
The separation is an innovation for the agency business, with this intended effect :
assurance that all regional offices will receive equal attention and service from corporate
management.
For other news coverage in this issue, see Newsmaker of the Week, page 5; New
and Renew, page 57: Spot Buys, page 58; News and Idea Wrap-up, page 62; Washington
Week, page 69; SPONSOR Hears, page 72; and T\ and Radio Newspapers, page 76.
12
SPONSOR
22 DECKMBEK 1956
AND NOW
WE
WELCOME
■
JsesLLu 1 roouctiom, One.
HOLLYWOOD, CALIFORNIA
32%
MORE
HOURS i
Q)/dqint*t>
/TOTAL PRODUCTION FOR THIS SEASON
189/2 HOURS
NEW
mr TOTAL
222
HOURS
SPONSOR • 22 DECEMBER 1(>.>(>
L3
WHICH TRADE PAPER
MAKES MOST DOLLARS AND SENSE
FOR STATION ADVERTISING ?
I ime was when tv and radio station advertising frequently was
parcelled out on a "I like Norm" basis.
But ire' re happy to report that times have cJianged. Today practically
every national station campaign is weighed and placed on one practical
basis: how can I get the top return for my advertising dollars?
This positive approach to trade paper selection bv broadcast station
executives is essential today. Even the most successful station man-
ager must exercise the keenest judgment in every facet of his operation
or he will find himself losing ground not only to the competition but
in the daily battle of expense vs. income.
Sponsor welcomes your close, careful, and scientific evaluation of
the trade publications of our field as you make your 1957 decision —
and presents these pertinent facts:
1. SPONSOR is well-launched as a weekly. This is an under-
statement; it has created a wave of excitement and enthusiasm
without parallel in our field. It's remodeled from >tem to stern
for fast, easy, must reading hy busy executives. It combines use
articles with use news in newsletter style to create a brand new
magazine concept. It's designed not only for timebuyers but for
top decision-makers throughout the client firm and agency who
like the idea of one magazine that guarantees to keep them posted.
2. SPONSOR is pinpointed 100% at your clients and pros-
pects. Your ad message hits the mark in Sponsor because every
word is written to benefit "the man who foots the bills." Unlike
other publications, every tv and radio station advertising message
in Sponsor is adjacent to editorial content of interest to buyers.
.'}. SPONSOR'* circulation is tailor-made for your purposes.
Nol onlv is it- agency /advertiser circulation <>l over 7.000 the
largest in the field, but a higher percentage oi its copies go to
! uyers (nearl) 7 out of every 10 copies). Vnd the impact of the
BPA-audited weekl) is attracting new top-level readers.
!. SPONSOR is preferred hy busy buyers. All impartial reader-
ship -Indie- of agency /ad\erti-er trade paper reading tell the
same story. We know of no independent surve) along these lines
made since l().V> thai -how- SPONSOR am where bill in first place.
5. SPONSOR has multiple subscribers a! ke> buying firms.
During L956, Sponsoh averaged 20 paid subscriptions (at its
price of $8 per yeai ) al each of the 10 top spot-buying agencies:
numerous subscribers at air-minded sponsor firms. At Y&R,
BBDO, M-E, JWT, Bates, B&B, Burnett and others of like im-
portance Sponsor goes to 30 to 70 subscribers each.
6. SPONSOR commands respect for your a«l message. Why?
Because Sponsor is a prestige publication. Sponsor makes news.
For example, within the first six weeks after going weekly Sponsor
was quoted in Charles Mercer's AP column (1,000 papers), Dick
Kleiner's NEA feature story (400 papers), Jack O'Brian's INS
column, John Crosby's syndicated column. Leonard Lyons' syn-
dicated column, Hal Humphrey's syndicated column, the Wall
Street Journal. It was prominently mentioned in Walter Winchell's
column (1.200 papers) Oct. 18, Nov. 21 and 28, Dec. 3.
Sponsor's publisher was interviewed by Arlene Francis on the
NBC-TV Home Show and by Tex and Jinx on NBC Radio.
7. SPONSOR is a crusader. For 10 years Sponsor has fought
hard for worthwhile industry improvements, projects, and reforms.
Bob SarnofT, president of NBC, recently said, "Sponsor has never
been reluctant to take a stand on things it believed to be in the
best interests of television and radio. It is this attitude, together
with the magazine's impartiality and thoroughness, which has won
for it the respect of the entire broadcasting industry."
8. SPONSOR interprets the tv/radio advertising scene. Only
"the magazine tv and radio advertisers use" trains its guns
squarely on the buyer's end of the business. Tom O'Neil, presi-
dent of RKO Teleradio, wrote: "To me, one of the most valuable
ingredients of Sponsor is its perspective."
9. SPONSOR is a favorite with national station representa-
tives. They like it because it backs them up, pinpoints the stations
they sell in a maze of 3,500 call letters. They like it because it's
the heart of the dollars-and-cents side of the business, because they
know it's thoroughly read and used.
10. SPONSOR rates are surprisingly low. Sponsor advertising
rates are still pegged at 8,000 circulation figures. Circulation
today is well over 12.000 (press-run 13.500 as of December
1956) and rapidly climbing. Since 1950 Sponsor has had only
one rate increase. Your contract will be protected at current rates.
This is Sponsor — exciting, lively, interpretive, pinpointed, useful; a
prestige trade publication edited for agency and advertiser readers;
the leader in its field. Does it deserve top billing in your 1957 adver-
tising campaign? We hope the foregoing helps you decide.
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
ON YOUR
DESK
EVERY
FRIDAY
by Joe Csida
IN AND AROUND
COLUMBUS, GEORGIA
CHANNEL
WRBL-TV
A cbs
-/l ABC
Preferred *
Viewing
I l-COUNTY AREA - NOV. '55
402 °'404
METROPOLITAN FEB. '56
298°f4l6
♦ COMPETITIVE QUARTER HOURS
WEEKLY TELEPULSE
CALL HOLLINGBERY CO.
16
Sponsor
The struggle for programing control
I here was no immediately discernible con-
nection between the speech, which BBDO's Ben
Duffy made before the New York Radio and
Television Executives Society several week- ago,
and the testimony revealed about the same time
before the Celler House Antitrust Subcommit-
tee. The Celler group was considering the bee!
of Harold Schafer, president of the Gold Seal
Co. of Bismarck. N. D.. manufacturers of Cold Seal Wax and Snow)
Bleach and sponsors of the Jo Stafford Show via the CBS Television
Network. Schafer had written the committee that Cold Seal was told
in the middle ol 1955 that the Stafford show, which it had sponsored
since February of 1954 was going to be knocked off the air. "We
were given no reason," wrote Schafer to the committee.
Frank Stanton, president of CBS, replied to Schafers charges,
and in his reply made the position of at least one network, in re-
gard to program control, very, very clear. Frank, normally one of
the most incisive and lucid men in the industry, was particularly
lucid and incisive in this case. He said, in effect:
"CBS' reasons for the cancellation are deeply rooted in broad-
casting economics, and considerations of good programing. Studies
b\ CBS TV research and other departments made it painfully clear
in early 1955 that the CBS TV Mondav-Friday format of a quarter-
hour news show (7.30-7.45 p.m. I and musical show (7.45-8 p.m.)
used over several years, has resulted in a declining audience for the
network during that period and even in periods following <> p.m.
After study b\ the network and affiliates. CBS decided to change and
strengthen the period by the fall of 1955 by shifting the news pro-
grams to earlier periods and dropping the musical programs, pro-
graming the period with half hour shows of broad family appeal
instead."
Who has ultimate programing responsibility?
The issue, said Stanton, is a rather fundamental one ol whether
"we, as broadcasters, on the one hand, or advertisers on the other,
1 1 . i \ < ■ llie ultimate responsibility and obligation for programing.
"I must insist."" said the CBS president, "thai the obligation and
responsibility, for programing are ours.
Stanton admitted that tin- might lead to "vexation where a spon-
sor finds a program satisfactory, for bis purposes. Bui when the
program is weak and is doing an "affirmative disservice to the entire
schedule, and thus to othei advertisers," such a sponsor cannol be
pci milled to be the decisive [actor in programing considerations.
"•Indeed." said Dr. Stanton, "1 thought this is precisely, the thrust
of the statutory, obligation thai broadcasters operate in the public
interest."
There was, as I've indicated, no discernible connection between
tbi- testimony, of Dr. Stanton's before the House Vntitrusl Subcom-
SI'OXSOH
22 in ( i MtiKn 1956
CARE
Meticulous attention to detail ... essential
in our field, too.
That's why when we submit availabilities,
ratings, market data we strive for
thoroughness as well as accuracy.
Reputations are built on care. We value ours.
AVERY-KNODEL
INCORPORATED
NEW YORK ATLANTA DALLAS DETROIT SAN FRANCISCO LOS ANGELES CHICAGO
,
Sponsor backstage contmata
You SELL
Louisville
When
You Use
John Fralm
Louisvillians rely on the "John Fraim
News" to keep them posted on the
local, national and international news
developments. His comprehensive news
coverage, plus his many feature stories,
make it not only interesting, but factual
and worth while hearing regularly. A
news service that succeeds in being all
things to all people does the reporting
job superlatively well. To Louisville
"the John Fraim News" is a MUST . . .
with comprehensive all day service
through five minute summaries and re-
ports in depth at 12 noon, 5:30 and
8:45 p.m. Monday through Friday.
Represented by
John Blair & Co.
WKLO
LOUISVILLE Tftr
I
L8
mittee and the words spoken by Ben DutT\ before the RTES. But
recall the top agency man's words:
"Television, "' he said, "might be compared to a hoy growing up.
It s out of it? in fancy now. and well into its teens. It's becoming
u iser, smarter, more sophisticated. And it's also costing a lot more
money to rear. It has problems that are bigger and more com-
plex than the\ were when it was a small boy. More than ever, it
needs a mother and a father working on a full time basis to make
it a mature, well-rounded, fully integrated and responsible indi-
vidual, worth) of representing an\ corporation in the countr\.
"\\ c in the agency business have an all-important product to sell
— service — whether it be productive or creative. We would be fail-
ing in our duty and obligation to our clients if we did not step in
now in an effort to stymie the spiraling costs of television through
our own efforts as producers. We do it in every other phase of our
clients' advertising.
"For example, we have been producers, co-producers and even
package creators in radio, and I think now is the time for us to step
into television in order to protect our clients. The so-called da\ of
expensive programing meaning good programing is a day of the
past. Good creative programing at controlled cost should be our
goal."
Both agencies and nets have need for control
In these words of Ben Duffy's and Frank Stanton's, as unrelated
as they seemed, we see the developing struggle between major agen-
cies and the networks for program control. Both, obviously and as
clearly stated by Dully and Stanton, have the most urgent reasons
for wanting the final voice in major tv programs. It is plain that
the direction this struggle takes through this season, and through
the years immediately ahead, will have a vital bearing on the ad-
vertising plans and the effectiveness of many a sponsor's broadcast-
ing expenditures.
A good deal more than a third of all major advertising budgets
these days is going into the broadcast media, with the far greater
bulk of this pouring into television. An\ agenc) man who attended
the recent eastern region conference of the American Association of
Advertising \gencies here in New ^ oik. and who saw how over-
whrhninglv radio and particularly television dominated the con-
ference will realize how vital is this shaping and continuing strug-
gle for program control.
Certainly Dr. Stanton's point before the House Antitrust Sub-
committee is a valid one. A network does have an obligation to
program in the public interest, and a program schedule, which
shows a declining audience over a period of time, cannot be toler-
ated.
Yet Ben Duffy's point i- no less valid. \u agenc) owe- it to its
client- to see thai il- mosl COStlj advertising medium produces ef-
fective icsult-. \ml the agencv which is unable to do SO isn'l
lil- « - 1 \ to retain its most important client- For am great length of
time.
The balance of this season, and next should see some interesting
developments in this vital struggle. ^
SPONSOR
22 DE( ! MB! R 1956
IN THE OK GROUP MARKETS
NOBODY KNOWS MORE Houston
ABOUT THE NEGRO POTENTIAL
LAKE CHARLES
RETAIL TRA^
This ""f^dsociotof'^rtol °<
lock. 5°. » Sigan, '♦»5 5 all-Nee™
«»*»» 'Sera U»'«rs,lytYl *"dy °f h,s
whites. -^^"
i
WE have the only
copy of this survey
for confidential viewing
by OK advertisers *
WBCJT
REACH 1,250,000 NEGROES in all three major
markets
FOR ONLY $14-92*PER SPOT
The three top Negro markets in the south can now be cov-
ered by one package purchase . . . one bill, one paymenl and
;i special Low price. New Orleans, the No. 1 Negro city in
the south . . . Eouston, the No. '_' Negro citj . . . and Mini
phis, the No. 3 Negro city, can all be covered by top rated
OK Stations with intensive radio . . . extensive merchan-
dising and expansive promotion. Act now . . . it's a HA 1)10
BAHUAIN!
•Survey can be seen only by personal appointment . . . not available for
general publication.
Call Forjoc for Louisiana Stations, Stars National for KYOK.
NEW ORLEANS
wxGff
HOUSTON
WOK
MEMPHIS
NOW 5000 WATTS
tflOK
MEMPHIS, TENNESSEE
Covering major high income
Negro area at lowest
cost in Memphis
SPONSOR
22 DECEMBER 1956
19
Htr artien
DOETH
THE JOB FOR
WSAU-TV-7
OUR VIEWERS ARE
NOT DRAG'IN WHEN
IT COMES TO SALES.
TOTAL
RETAIL SALES
FOOD
DRUGS
GROSS
fARM INCOME
FOPULATION
$567,064,000
$121,157,000
$12,248,000
$207,408,000
556,700
FOR MORE INFORMATION SEE:
MEEKER TV
NEW YORK, CHI.. LOS
ANGELES, SAN FRAN.
HARRY HYETT
MINN. - ST. PAUL
wait
WAUSAU, WIS.
OWNED AND OPERATED BY
WISCONSIN VALLEY TELEVISION CORP
20
49th and
Madison
Christmas for kids
I think it would be a wonderful idea
if somehow a group of timebuyers,
trade press representative-, -tat ion
representatives and station people too,
could get behind and endorse Christ-
mas for Kids. I notice Claude Barrere
and Tom \|< T'adden are on the com-
mittee of this organization, hut until 1
rei i ived lids lettei . I was totall) una-
ware of its existence.
It is prohahlv too late to do an\-
thing this year, but maybe it could be
given some puhlicilv or support next
vear il am going to be terribly em-
barrassed if I find \ou have already
done something on this. If you have,
this faithful reader missed it! )
If this idea caught on vou wouldn't
have to publish embarrassing stories
like. "What timebuyers want for
Christmas."
James O. Luce, Jr., associate media
director. J. Walter Thompson, N. Y.
a Jim I. ii«. enclosed a letter from Fred Raphael
.,ii behalf of Christinas for Kids, a project being
support. ',1 by a distinguished group of people in
!\ and radio. Project calls for donations for
children's charities in lieu of exchange of gifts.
V\ e had something like ibis in mind in our
• What timebuyers want for Christmas" story
when we suggested that a charitable donation in
il.*- name of a liii>.-r M.mld make a suitable gift.
Sorry v,r didn't know about Christmas for Kids
at the time. Th<> organization can be contacted at
2".-> Fifth \venue, \.» ^ ork 16, N. Y.. if you've
still got some last minutf gifts to ill. ■ rare of.
Christmas caiol — 1956
Twas the nighl before Christmas and
all thru the house,
Not a creature was stirring — except
Mickej Mouse.
The kids sal around the Tee\ ee set so
bright,
\\ Idle Mom. Dad and Uncle were out
lor the night.
The tree-lights were dark, the) could
hardlv compete
With the gun-slinging antics of Old
Pistol I'd.'.
Who rode the I -Y screen with such a
loud clattei .
I he dog perked his eat- to see what
u as the mallei .
The glow on their faces was not from
the cold.
Bui From all the excitement of "1 ligh-
uav Patrol"
\ml instead of a talc of the I luce
\\ ise Men s Journev .
I he kids were absorbed in "Mr. Dis-
trict Vttorney."
I nheard bv them all there appeared on
the roof.
The stamping and pawing of numerous
hoofs.
As Santa arrived with his bundle of
cheer,
C plete w ith his sleigh and his tinv
reindeer.
He climbed down the chimney, his
pack on his hack.
\inl came through the fireplace, then
stopped in his track.
The look on his face was a sight to be
seen.
\s the kids all ignored him for "Radge
TIT"
lie filled ever) stocking and piled
ever) gift.
But none of the kids made a move or a
shift.
And as sadly he climbed up the
chimney, he said . . .
"If I was their father, they'd all be in
bed!"
Norm Rakes, advertising manager,
General Paint Corp.. I ancouver, B. C.
Sponsor-Scope
I just want you to know that I think
the new spo:\soi; weekl) is great.
I particularlv like ■"Sponsor-Scope"
which adds li\el\. interesting and \erv
useful information to your good publi-
cation. I look forward to recciv ing
\oiir magazine each week and mv onl\
complaint is it doesn't reach me as
SOOn as I think it should each week.
Mv congratulations to you and your
organization. Keep up the good work.
John Karol, v.p. in charge of
\<'/ic<oL Sales. CBS Radio
BBDO on radio
I just finished reading a cop) of
BBDO's excellent study, " \ Discussion
of Radio."
\\ as vciv pleased to note the number
of times the material from SPONSOR
was reprinted in this sin vev .
It underscores once again the valu-
able role sponsor plays in the broad-
casting industry.
Murrav Gross, director of advertising
and promotion. l\ CBS, New York
SPONSOR
22 DECEMBER L956
Surveys can't think for you
Although you are putting out twice as
many issues, each one is better. T con-
gratulate you upon making sponsor a
weekly magazine. Such articles as,
"The super agenc\ of the 1000's,"
'"The pros and cons of merchandising,"
and "Features are not hurting syndi-
cated films," are valuable aids to a tv
practitioner.
Jim Ellis' line, "All the surveys and
research in the world can't do your
thinking for you," in the current issue
is something we must keep in mind.
Eugene S. Thomas, general
manager, KETV, Omaha
The Spanish-coverage market
In our opinion your magazine lias
rendered special service compared to
other media publications and it has
been a favorite with the writer for
quite some time. I refer to the fact
that only SPONSOR has taken note of
the tremendous potential represented
by groups requiring special appeals
such as the Latin and Negro potentials.
This organization specializes in the
approach to the Latins and I am won-
dering when you will issue something
which will tell the whole story on this
subject similar to your issue on the
Negro potential.
There are four million Latins in the
Southwest and they don't buy the
bulk of the mink stoles that are sold
here but they do buy a lot of soap.
About five per cent of the national
and regional advertisers have found
out that it pays to appeal to them but
that is all and even this small percent-
age have gone about the thing with-
out properly looking into the "whys."
There is no advertising dollar that
will produce results anywhere near
those spent on Spanish radio and
television but the relationship that ex-
ists now between agency and client
will never let it be generally known
since the attitude is that if the agency
cannot speak with glib authority on a
subject it is not one that should be dis-
cussed in agency-client meetings.
If we have sounded somewhat criti-
cal of advertising agency practices
we might state that our direct connec-
tions with national agencies has not
been too general; perhaps Ave have
just read too many of the recent books
that have been published.
Yours sincerely,
Gib Devine, Devine & Associates
Austin, Texas
• SPONSOR plans to publish a report on the
Spanish-language market in a future issue.
AN $*>e»W BUY
IN WASHINGTON
SPONSOR
22 DECEMBKR 1956
The MIDDLE of Washington State, a
growing economy based on diversified
agriculture* and metal industries. t
* The Apple Capital of the World, plus
1,000,000 new acres of irrigated
farm lands.
t Alcoa, Keokuk Electro, and other metal
industries have selected Wenatchee
plant sites due to low-cost hydropower
from the Columbia River dam system.
More are coming!
w IS
KPQ's 5000 W, 560 KC combination gets
way out there, covering Central Washing-
ton, parts of Oregon, Idaho, and Canada.
We know because of our regular mail
from those areas. Then too, we have no
TV station here, we're separated from
Seattle by the high Cascade mountains,
and we're many miles from Spokane.
YOU CAN'T COVER WASHINGTON
WITHOUT GETTING IN THE MIDDLE, AND
THAT'S KPQ Wenatchee, Wash.
The AA NATION
That's AUDIENCE APPEAL:
We program to our audi-
ence, with SELECTED top
network programs plus lo-
cal color . . . music, news,
farm shows, sports — the
things people call about,
write in for, and partici-
pate in.
National Reps:
FORjOE AND CO., INC.
Portland and Seattle Reps:
ART MOORE & ASSOCIATES
One of the Big 6 Forjoe Represented Stations of Washington State
.
21
Time to throw out the old
Minneapolis-St. Paul radio data, too!
There's a new lister in the Twin Cities. Audience patterns have changed
drastically. And Storz Station programming is re spoiisihh . Hardly a
factor Less than a year ago WDGY is now a major factor in any Twin
Cities advertising campaign. It "s very nearly unanimous: Hooper, Pulse,
Nielsen and a bosl of Twin Cities advertisers agree WDGY has the big
audience for those big results. Make sure yon buy Minneapolis-St. Paul
with the new data . . . which your nearest Blair man. or ( reneral Manager
Steve Labunski will cheerfully supplj
Today's Radio for Today's Selling
1
WDGY
50,000 watts and n nearly
perfect-circle daytinu
MINNEAPOLIS-ST. PAUL
WDGY
Minneapolis-St. Paul
WHB
Kansas City
WQAM
Miami
Represented by John Blair & Co.
TODD STORZ,
President
KOWH
Omaha
WTIX
New Orleans
Represented by Adam Young Inc.
22
Sl'OVSOH
22 DKCEMBER 1956
SPONSOR
22 DECEMBER 1956
PART 1
OF TWO PARTS
THE TEN TOP RADIO
COMMERCIALS OF 1956
These blue-ribbon commercials were selected for
SPONSOR by a panel of top agency copy chiefs.
Here are their criteria for successful radio selling
Ww hicli radio commercials <l<> the |>i ofessionals — the agency
copy chiefs — consider the best of 1950?
The real pros in commercial writing toda\ gi\c most recogni-
tion to radio commercials witli a concise, memorable selling point
in the opening slogan or jingle.
To earn the praise ol sharph critical admen, radio commer-
cials in 1956 had to be recalled and liked when measured against
the most exacting criteria in radio writing today. To pinpoint
these "actors' actors" among radio commercials. si>o\sor inter-
viewed top agency copy chiefs and creative directors. For greater
impartiality, SPONSOR set a basic rule that no one interviewed was
allowed to mention an\ commercial from hi- own agency. In
fact after analyzing their yardstick lor successful radio selling.
Next week: The ten top tv commercials m 1956
II,
llo
hi- iiiiiiniercials
for
main agencv men nominated as
competitive accounts.
The 10 radio commercials of L956 mentioned most frequentlj
as outstanding are the following (in alphabetical order): Chev-
rolet (Campbell-Ewald) ; Contadina (Brisacher, Wheeler and«
Staff i: Diamond Crystal Salt (Ogilvy, Benson & Mather); Ford
i J. Walter Thompson i : Hit Parade (BBDO) ; Manischewitz
SPONSOR
22 DECEMBER 1956
23
Use music, sound effects and interesting
voices, advise the experts, but don't forget
that gimmicks don't replace clear, simple words
il.mil Mogul); Pepsodent (Foote,
ie & Belding ' ; Piel's (Young &
Rubicam) : RCA portable radio sets
(Kenyon ^ Eckhardt) ; Winston (Wm.
Esty).
rhese commercials were nominated
mosl often bj agencymen sponsor in-
terviewed, but it's interesting to note
thai the reasons for their selection
s etimes varied considerably from
one cop} chief to the next.
i ommercial X irritates the hell out
of me." said one major agency crea-
tive director about one of the Top Ten.
"Hill I'm Mire if- elleetive lieeause Vim
rememlier the product and why it's
supposed to In- superior."
From agenc\ copy chief's discussion
of these commercials, SPONSOR gleaned
the following criteria for radio selling
in today's competitive markets:
1. Mention the product name earl\
to create the most lasting impression.
Of course, there are a variety of ways
of doing this. The most direct ap-
proach is illustrated by BBDO's Hit
Parade cigarette commercials, which
si art right in with various voices sing-
ing out the brand name.
Other approaches can be equally ef-
fective. In the case of Y&R's Piel's
commercials, the product name is in-
corporated into the Harry and Bert
Piel skits. Shortly after getting on the
air the two men introduce themselves,
unmistakably identifying Piel's Beer.
2. Attract favorable attention .
There's extreme competition today for
the listener's interest. A commercial
must fight for his attention not only
against competing commercials but
against programing increasingly keyed
lo a sense of immediacy.
In this battle for attention, several
devices can be effective. For instance,
the use of interesting voices and in-
terplay of voices. But, warns Schwerin
Research Corp., "if there's a shift from
man to woman speaker, it should occur
because the latter is more appropriate
for delivering certain copy points." In
other words, don't do the unusual for
its own sake, but because it fits into
the entire concept and mood of the
commercial.
Another attention-getting device is
an appropriate sound effect. One such
device is the sound of a large object
crashing to the floor from some height
in K&E's RCA commercials for un-
breakable radios. The sound is used
to underline a selling point and to
create a visual image at the same time:
•EFFECT: CRASH! VOICE: 'Sorry.
Radio copy i no longei written behind a desk, but in sound studios like the one the K.&E group above is
i. a orking on Mercury copy are (1, to r.) John Murphy, production supervisor; Victoi s.i< k. Mercury
production stafl Fred Flanagan, v.p. and Mercurj copy BupcmMir: ll;m\ Siodilari, r;uli<>-i\ copy supervisoi
Mercurj \\;i- one <>l thi mercials often mentioned ;is outstanding. For other contenders, see page 75
24
hPONSOK
22 DECEMBER 1956
friends, your old-Sty]
lonaDies
3. Demonstrate consumer benefits
and evoke visual images. "You can do
this with voice inflections and words."
says K&E v.p. and copj supervisor,
Fred Flanagan.
One line in Brisacher. \\ heeler \
Staffs Contadina Tomato Paste com-
mercials that illustrates this point is
the following: "Who puts eight great
tomatoes in that little biddy can?"
The listener immediateU understands
the contents of a can of Contadina and
the commercial is likely to create an
appetite-arousing visual image.
4. Stick to a few simple copy points
ant! build the commercial around them.
Says a Schwerin executive, "It's easy
to overwhelm the listener by cram-
ming in many copy points, but it's
hard to get him to remember even one
unless it's well presented."
Of course, that doesn't mean that a
minute commercial about a particular
ARTICLE IN BRIEF
Top agency copy chiefs chose 10 radio
commercials as the best of 1956. To
sell effectively today, they say, com-
mercials contain few copy points sim-
ply stated, reasons-why clearly ad-
dressed to product's market and create
visual image with words and sounds
product can talk onl\ of its economic
advantages or onh about the ease of
use or taste. Take .1. Walter Thomp-
son's Ford commercials as a case in
point. They've one minute of conver-
sation between "Archie," played with
Ed Gardner's distinctive voice, and
Miss DulT\. and during that minute
the commercial points up Ford's "eco-
nomical price." its power and comfort.
"No amount of cleverness or gim-
mickry can make up for a brief, con-
cise selling idea, memorabl) present-
ed," says Guild Copeland, vice presi-
dent and copj chief of Ted Bates.
r>. Address youi message clearly to
youi product'* primary market group.
Its particular!) important, >.i\ copj
experts, to keep the consumer well in
mind. The mosl clever jingle or cop)
idea can be without value if it isn'l
keyed to the potential buyers of the
pi "duct.
'"The commercial must, above all.
spell out a good 'reason-why' the po-
tential consumers of the product
should bu\ it." says Bryan Houston's
v.p. and copy chief. Roger Purdon.
"Take the Pepsodent cop\ theme —
'You'll wonder where the yellow went
. . ." It's simple, memorable and right
to the point. But mainly, it gives the
consumer information that he wants
to heai.''
Tops among radio commercial irri-
tants that the (op agenc\ pros remem-
ber disliking are the following I "But
remember," the) warned, "these com-
i Please turn to page 74)
How major agency copy chiefs rate
lO radio commercials
Product & Agency
Description
Evaluation
Chevrolet
Campbell-Ewald
An announcer introduces the 57 model, which is
followed by a song. Theme: "See the Chevrolet,
see it on display . . . the 57 Chevy is the most!"
The theme lino rhyme easily, making the jingle
memorable. Experts liked the interweaving ol
the copy points without overwhelming Listeners.
Contadina
Brisacher, Wheeler
Most of the commercial is a singing repetition
of "Who puts eight great tomatoes in that little
biddy can? Contadina." Humorous rendition.
It's an image-evoking ami appetite-appealing
question, so simple that listeners remember it.
With few works, it tells the whole selling story.
Diamond Crystal Salt
Ogilvy, Benson & Mather
Song and announcer copy both -peak of flavor
improvement from cooking with salt. "Diamond
is a cook's best friend" is take-oSon popular song.
Copy addle--- itself effeeti\el\ to women li\
talking about thing concerning them when look-
ing: lla\or. -tiek> salt. It's also informative.
Ford
/. Waller Thompson
Ed Gardner as Archie talks to Duffy on the phone
from Duffy's Tavern, helps him persuade Mrs,
Duffy to let him buy the new model Ford.
The experts liked the u-e of an unusual voice,
a recognizable personality in its familiar sur-
rounding-. Attention - getting and interesting.
Hit Parade
BBDO
Single voices ami groups of voices sing out the
cigarette's brand name, and repeat "Your taste
can't — tell the filter's there!" in same tune.
Repetition can become monotonous and annoying,
warn creative men. hut Hit Parade avoids tlii-
with production values, different voices, music.
Manischewitz
Emit Mogul
Combination jingle and spoken copy, the song
opens with the oft-repeated phrase "Man oh
Manischewitz," follows it with selling points
This commercial follows the rule of mentioning
the brand name earl] and in sim] le manner. The
opening phrase i- effective, it implies quality.
Pepsodent
FC&B
Jingle and spoken copy combination, the rhyme
"You'll wonder where the \ellou went . . ." i-
elaborated upon in copj explaining ingredients.
The "yellow" story i- good, reason-why persua-
sion. It evokes a sense of identification with the
listener and brings him news of value to him.
Piel's
Y&R
Conversation between Harry and Berl Piel in a
variety of situations. They talk about the beer,
and also reveal amusing character differences.
Humor is an effective way of holding listeners'
attention. Good choice of the fictitious charai
ter- and interesting voices make copy memorable,
RCA portable radios
K&E
Monroe describes a girl on a ladder with two
radios. She drops them. There's a crash. 1 tne
breaks, the RCA isn't even scratched, he explain-.
It's important to en ate a visual image foi a
demonstrable sales point. This commercial does
so with voice inflections and sound effects.
Winston
Jf'ni. Esty
Croup singing introduces tbe slogan. "\\ inston
tastes g 1 like a cigarette should." It's fol-
lowed by announcer explaining "fun of smoking."
\ briefed, rhymed slogan i- easiest to remember.
This: one incorporates a major -idling point, but
copy chiefs wen annoyed by grammatical error.
NOTE: The 10 commercials above are listed in alphabetical order, not in order of rank.
SPONSOR
22 DECEMBER 1956
2:,
FEATURE FILM RATING,
First reports indicate some features can
hit the 20s eonsistently. Sponsors can get
costs-per- 1,000 per commercial of $l-$2
II VII l!l> IN "A" TIME < W TOP COMPETITION
Time
Station
Mon.
Tues.
Wed.
Thurs.
Fri.
KTVR
28.0
21.7
24.3
18.0
27.7
9:00 PM
station
Station
"A"
"B"
10.0
12.7
21.3
6.7
16.3
L5.7
26.7
5.3
18.0
Station
■■( "
L2.0
21.0
13.3
10.7
12.7
KTVR
25.5
22.7
25.0
18..;
26.7
9:15 PM
Station
Station
"A"
"B"
10.0
12.7
5.7
21.7
6.7
16.0
15.7
26.0
5.3
19.0
Station
"C"
11.7
21.3
12.7
11.3
12.0
KTVR
J).:
23.3
25.0
21.7
27.7
9:30 PM
Station
Station
"A"
"B"
5.7
14.7
5.0
16.0
6.0
15.0
5.7
20.0
25.0
6.0
Station
•■< '•
L1.3
22.3
1 1.0
8.0
1.0
KTVR
10. 1
23.0
2.".. 7
2 1.7
27.0
9:45 PM
Station
Station
"A"
"B"
5.0
5.3
6.7
5.3
27.. 0
Station
•■(/•
1 1.0
22.0
I.S.7
7.7
3.7
KTVR
28 7
24.3
27.0
10:00 PM
Station
Station
"A"
"B"
5.3
1 1.:;
8.7
16.0
8.0
11.7
0.0
10.7
1 1..S
.7.7
Station
"C"
5.0
7.0
oil
5.7
5.0
KTVR
!8 1
21.0
24.3
24.3
26.7
1015 PM
Station
"A"
6.0
8.3
8.7
9.3
12.0
Stal
"B"
11.0
17.7
1 1.0
15.0
11.3
Station
■( -
1.7
6.3
6.3
5.3
0.0
MGM package was used l>\ K I \ R, Denver, to ai hieve ratings shown above. I igun •
are from Telepulse, covei period starting 19 October. Station, under new ownei
ship, converted to primarily feature dl peration, runs features in aftern
earl) evening and following 9:00 p.m. Beside MGM package, KTVR uses old MP I \
movies. Newspapei promotion, contesl was used to spur audience interesl in -hows
A^> llif ratings on feature film- come
rolling in. it is becoming clearer that
the Hollywood invasion of video <m a
mass scale has accomplished its mis-
sion. I he beachhead is secure, the
hinterlands are being marched upon.
The returns on rating data are far
from complete. But, on the hasis of
available information, the patterns
reveal:
• I he top features do not reach the
latino heights of a top network show.
However, some can hit ratings in the
20s prettj consistently.
• Iwen with increases in station
rales a cost-per- 1,000 per commercial
of around $2 will not he hard to find
among stations that are scheduling the
powerhouse movie packages. Some
stations arc alreadv showing up wilh
costs-per-1,000 of a little oxer si.
While stations do not generally tip
their hand on proposed rate changes,
it appears certain that those outlets
which can keep costs-per- 1 .0(K) thai
low will soon op their prices. It is in-
teresting to note thai, on the hasis ol
the published price Colgate is paying
i s| -..iiiKii I,,, each feature on KTTV,
Los Vngeles, ii must gel a 30 rating
for a $2-per-l,000 homes per commer-
cial, while a 20 brings in a cost to
the client of a Mule oxer $3.
• I In' weak sister stations who have
the wherewithal (or can make sonic
kind of deal i Eor major studio product
can heft their audience- to substantial
heights and lead the markel in critical
time periods. I hi* can alrcadx be
seen in the case of independent Na-
tions, notabl) KMGM-TV, Minneapo-
lis, and KTVR, Denver, both of whom
are building large Mocks of program-
ing, both daj ami night, around the
MGM package of 700-plus features.
Their scheduling of \K;\I features
caused an immediate jump in ratings.
This jump is particular!) significant
26
SI'tlNSOH • 22 DIXKMBER V)r>U
FEATURES CAN TAKE MEASURE Ol NETWORK SHOWS
DW GOOD?
because the pair, like KTTV, is run-
ning features in cream nighttime pe-
riods.
• A provocative question facing
film buyers is what will happen when
two stations throw the new features
against one another in the same time
period. It is a truism, of course, to
sav that the more appealing feature
will get the highest rating. This, how-
ever, will be no help to the sponsor
who signs up for a long-term on the
expectation of top audiences and then
finds a competing station starting an-
other powerhouse movie package op-
posite his commercials. Some broad-
casters are forestalling this eventuality
b\ Inning features wholesale. KUTV.
Salt Lake, has purchased the RKO.
\\ B and MGM groups while the Tri-
angle stations I WFIL-TV. Philadel-
phia; WNHC-TV. New Haven; WN-
BF-TV. Binghamton. N. Y.; WFBG-
TV, Altoona. Pa.) recently added the
WB package to its MGM. RKO and
TCF product. Of sidelight interest in
this situation is the ARB Philadelphia
report for November which shows a
six-day average on WFIL-TV's late
night movies of 7.1 and a 7.6 for
WCAU-TV (which has the Columbia
group), thus suggesting how compet-
itive film packages can split the audi-
ence right down the middle.
• An era of more intensive station
promotion appears on the horizon.
There is alread\ a lot of it built
around the MGM package. KTVV's
rating kickoff of 2<">.o for Colgate was
preceded b\ an intensive promotion
barrage. WCBS-TV. New York, took
a flyer on newspaper promotion be-
fore starting its late night MGM run
and was rewarded with a 28.4 for
"Command Decision." KMGM-TV
built its promotion around Betty Fur-
ness. who appeared on trailers I the
station sold time on the trailers to the
Westinghouse distributor) and at
13.2
KBET-TV,
'"Devil Dogs of the \n
Saturday Nov. 17
2 k2
Station " \.
Hit 1' tirade
10:30-11:00 p.m.
1.7
1.1
Station "B"
Station "C"
23.4
KBET-TV,
'"The Farmers Daughtei
Sunday Nov. 18
1.9
Station "" \"
3:30-4:00 p.m.
3.0
1.1
Station "B"
Station "C"
19.8
KBET-TV,
* 1 ) a i > \ Kenyon'
Monday Nov. 19
1 1.4
Station " \.
Robert Montgomery
10:00 10:30 p.m.
6.9
3.1
Station T>. '
Station "C"
Laurence W elk
19.7
KBET-TV,
"How Green \\ a- M\ \ .ill
Wednesday Nov. 21
18.2
Station •" \.'
This is \ our Life
10:00-10:30 p.m.
5.3
Station "B"
3.0
Station "Cv
Variety <>(' movie packages has been bought by KBET-TV, Sacramento, in-
cluding Warner Bros., 20-( enturj Fox, "TNT" package of NT V. Selznick group,
nru 1 \ group. Station hired movie exhibitoi owner of local drive-in — to gi\e
advice on feature purchases and programing. Ratings above are from ARB
VI TERNOON. EVENING KVHM,> HIKED IH FILMS
WBZ-TV, Boston
i \\ arner Bros. 1
WCAU-TV, Philadelphia
(Columbia i
Average rating before
movies— 8 mos., 1956
4.3
Werage rating August
1956 i before mo\ ies 1
4.8
September 1956
average rating
13.7
September 1956
average rating
9.6
November 1956
average rating
17.1
October 1956
average rating
11.4
Feature film packages were used bj both stations listed above to I -t ratings in
different time periods. \\ BZ-T\ used Warner Bros, package for late afternoon sbxrw
(4.45 i" 6:45 pan.. Monday through Friday). WCAU-T\ used the Columbia Pictures
library to improve the ratings of ii- late evening show. Ratings shown are from \HI!
I KMT RE FILMS VARY IN RATING IMPACT
11:00 p.m. -1:00 a.m.
14.8
KOIN-TV,
"Gentleman Jim'
Saturday
6.8
Station "" \"
2.5
Station "B"
11:00 p.m. -12:30 a.m.
7.2
KOIN-TV,
"A Kiss in the Dark""
Sunday
6.9
Station "A"
0.7
Station "B"
10:30 p.m. -12:30 a.m.
10.7
KOIN-TV,
""Shine on Harvest Moon
Monday
2.2
Station ' \
0.7
Station "B"
11:00 p.m. -12:45 a.m.
8.5
KOIN-TV,
•The Sea Wolf'
Tuesday
1.3
Station "' \"
0.7
Station "B"
10:30 p.m. -12:30 a.m.
15.7
KOIN-TV,
"The Conspirators"
Wednesday
5.8
Station " \
5.3
Station "B"
Warner Hr<>>. package was the vehicle used h\ KOIN-TV, Portland, Ore., to
top ii>- competition. Station's average was 11.1. compared with 4.6 for sta-
tion "A" and 2.0 fur Station "B." Note, however, that audience varies con-
siderably from night t<> night. Hating- are from VRB's November report
SPONSOR
22 DECEMBER 1956
27
FEATURE FILM continued . . .
parties and dinners. While
i movie personality, Furness was
ause of her unquestioned
ability.
Feature film buying will he a tricky
chore for both station and agency
alike. The variation in quality among
features ideally requires a sound
knowledge of the movie business and
some idea ol what the features did
when the\ were originally exhibited.
kBKT-TY. Sacramento, which has
bought \VB. NTA's TCF and TNT
packages, the Selznick group and 39
recent I'nited Artists" films, hired Clar-
ence \\ asserman, a movie exhibitor
all his life and owner of a drive-in in
the Sacramento area, to give counsel
on the purchase and programing of its
feature films.
To what extent the recent ratings
are representative of the entire movie
package is too earl) to tell. There is
no doubt that, in some case-, stations
have started off their new movie shows
with audience blockbusters to get maxi-
mum attention from both audience
and sponsor alike. The possibility ex-
ists that the ratings will not stand up
o\ ei the long term. On the other hand.
many of the cream features have not
yet been released to tv audiences.
NTA. for example, is holding back on
-bowing the cream of the TCF fea-
tures on its film network until it gets
the sponsor situation settled.
Furthermore, the backlogs some of
the stations have can keep them going
for years. The Triangle station group
now has 2. odd features from its recent
purchases. Its four stations can show
In -I run (on tv) features ever) da\
in the week for the next seven years.
The renin possibilities, of course,
Hi e mous. By this time it is clear
thai the film rerun is a potent pro-
graming force. I here never seem- to
be an end to the additional dollars that
can be squeezed out of film reruns.
Matt) Fox of C&C Tv, who traded the
RKO package to stations in return for
time which he sold to International
Latex, once claimed thai some of the
features in his MI'IA package ran
ovei 50 limes in the New ^ oik market.
'I his same hard) perennial, incidental-
ly, i- -till going strong, with KTVR
among the recent buyers.
It i- cleai . therefore, thai big l\ pro-
graming adjustments are in works.
II ratings continue coming as the)
have been, feal ures ma) be the biggesl
thing to bit l\. ^
|IIIIIIIIIIIHIIIIIIIIIIIII lllllllllllllllll IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIH
HOW TO SEDUCE
AN AFFILIATE
There frequently is a rich vein of humor in a reversal of roles
situation, and Harry Bannister [affiliate turned network exec)
mine// it deep in introducing Mies Trammell {network exec turned
affiliate) at last week's \ HC Convention at Miami Beach. Bannis-
ter, for many years general manager of one of the net's six orig-
inal affiliates I WW J and WWJ-TV. Detroit I is now NBC v.p. in
charge of station relations. Trammel, for 12 years president and
(hairman of \BC. is now president of WCKT and WCKR, Miami.
In response to requests, here are excerpts from Bannister's talk.
louring his 12-year tenure as president and chairman of !\BC.
Niles Trammell perfected a technique of dealing with people, the
like of which was never seen before and probabh never will be
witnessed again — a baffling compound of courtesv . gallantry,
affability, amiability, urbanity and chivalrv to disarm opposition
and endear him to all, even as he deftly removed the fillings out
of your teeth, the jewels from your watch. . . .
Behind a Southern exposure facade of all the gentle qualities,
there was a mind like a steel trap, an iron determination and a
unity of purpose which never wavered for an instant. The result
was that you knew you were getting it — but good — and yet, you
loved it. And that, ladies and gentlemen. 1 offer as the acme of
the fine art of seduction.
I personally have been had more than once but it never felt so
nice as when I got it from Niles Trammell. He took me — but
good — time and time again just like he took ever) affiliate in
the room. I would come in from Detroit all hopped up with a
great case for a rate increase on which I had spent weeks, and
maybe months, of preparation. Mv pilch would be logical, statis-
tical, mathematical, unassailable, and highlv deserving. Nile-
would sit back in his chair, smile charmingly, and in >o|i Georgia
accents agree with mv ever) point. Then when 1 got through.
still agreeing with me. he would suggest bv subtle indirection that
maybe mv rate was alread) too high, and -lill agreeing with me,
would sadl) point out thai the broadcasting business in general,
and NBC business in particular was reallv on shak) ground
primarily because mv station was overpriced. In fact, another
major depression might be in the making unless I got mv rate
down. . . I'd be glad to gel out without losing mv transmitter. . .
Yet. ever) minute I loved it, and I loved Nile-. Just like a
rabbit being charmed bv a snake. Some rabbit and some snake.
And then the wheels of lime rolled on. Now. Nile- i- in a new
role — an affiliate, and as such he's the embodiment of all the
manlv virtues, talking straight from the -boulder, as do all g I
affiliates, and to the point, withoul deceil or deception, while I'm
the double-dealing network tycoon . . . never letting the right
hand know whal the lefl hand doeth, a -lick New Yorker purvey-
ing rink) -dink. . . V
SPONSOR
22 ni :< EMBER 1( >56
A one-act play wherein an agency plans a Christmas party in depth
SCENE: Several days before Christmas in the board room
of Snook, Crappie & Bream Agency. It is a handsome room
with ivy-league green trails, drapes in client purple, and a
rug of cerebral gray — with a crew cut. Huddled at the end
of a long table are three nervous people: Brains Frawlish,
account executive; Miss Bonita Garble, timebuyer, and
Wynn Carbondale, radio-tv director. Miss Garble has torn
apart a pack of filter kings and is hysterically defiltei ing
them one by one. Carbondale is nibbling at the temples of
his horn rims. Frawlish, with an ashen pallor showing
through his sun-lamp tan, finally swings on the pair o) them.
frawlish: Oka\ . you've both tossed out your guesses why
Bream called us here. Now I'll have ni\ sa\. I have not
been mishandling the Little Snapper Clothes Pin account as
you so sweetly suggested, Miss Garble.
MISS garble: I only mentioned it as a possibility, \fter
all. Mr. Bream hasn't called us here for nothing, so il must
be thai account.
frawlish: Oh, it's that account all right. Hut has it
occurred, Miss Garble, that it ma\ have something to do
with that big. juicy 1.3 were averaging with Sawney Bean,
[Please turn page)
Wynn C;ul>oml;il,\ la^ii" n , L i i , • t . , r
CHRISTMAS BALL OF WAX
■i tinned
- garble: [Coloring unprettil) i : I onl) bu) the markets
- — not the films!
CARBONDALE: Now hold on a minute! Sawney Bran's as
li vat a show as I ever bought!
miss garble: You should die hefore you admit it!
FRAWLISH: Well, nobody's buying the clothes pins — Shhh,
here comes the old man now !
( '/'liey all freeze into attitudes of fake alertness, as Bangsite
Bream enters. Bream looks every inch die executive v.p. —
which he is. He wears a frown on his face and a sprig of
holly in his lapel. The three hirelings greet him with appro-
priate "Ave Caesars." which he ignores.)
bream: We're slipping. Slipping, slipping, slipping. The
old SC&B team spirit is withering on the vine. {Pounds fist
on table) But I intend to see something's done about it!
\iis-* (,\kble: (Brighth nervous) I was just saying to Mr.
Carbondale that I <>nl\ buy the markets — not the —
BREAM: Who's talking about markets? I'm talking about
the ollice Christmas party. (Three sighs of relief greet this
announcement; Frawlish even manages a smile). Our last
few Christmas parties have been badly disorganized.
I'he\ \e been thrown together like nobod) eared. This
year I'm naming the three of you as a committee to set
up the part) on a solid basis along strong lines of organi-
zation.
FRAWLISH: Kr. there'- not mueli time, is there?
BREAM: Plent) of time, provided we start right now. Now
as bad as last yeai - party was. we can profil from our
mistakes. You. Mis- Carble, I'm sure you learned some-
thing from last year's party?
MISS GARBLE: (Blushing furiously and peering from loitered
eyelids at Frawlish) I sure did!
FRAWLISH: [Studying his manicure) Kr. well, like you say,
chief, we'll profit b\ past mistakes. Yes sir, this sear things
w ill be- ahem <n -ani/id.
bream: Splendid. Vnd I think you should be chairman,
Frawlish. You've got a Hair for organization in depth.
FRAWLISH: (Beaming) Thank you, sir. hirst thing I'll get
out i- a memo apprising the staff. \ou as for delegating
responsibilities, I think Miss Garble should handle all the
detail
MISS GARBLE: hike what?
frawlish: hike getting the Christmas tree, ordering the
-nark- and 'li ink-, seeing that the decoration- go up
miss garble: Win should I have to do all that?
frawlish: Because you've gol a mind foi detail-, that's
why.
\u^- garble: \\ ell. reallj !
bri \ M : ( Placatingly) What Frawlish mean- is thai as a
valued lime1 unci in tin- organization, you have acquired
an adeptness in handling, er. things. In short. \li— Garble,
I think you should treat the details of this part\ with the
same care you give \our media buys.
< UtBONDALE: Then 1 don't hold much hope for the party.
bream: Uncalled for. Carbondale. That's not the true
Christmas spirit. Beside-. \<>u haven't said a word since
we began this discussion. Suppose you contribute something
constructive based on what you recall of last years party.
MISS garble: (Spitefully) Like when Mr. Carbondale fell
into the tree?
CARBONDALE: Could have happened to anyone. I slipped on
i piece of tinsel.
MISS GARBLE? Tinsel-schmiiisel you were —
bream: (Raising his hand as in benediction) Now, now
good will toward men.
MISS GARBLE: I was onl\ trying to point out thai \!r.
Carbondale could hardK be expected to contribute anything
ba-ed on what he recalled of last \ ear's party because I
saw the boys from the mail room earn him out to the
ele\ ators —
carbondale: (Rising in wrath) Can't remember, eh? I'll
tell you what I remember. \ Faces Miss Carhle and Fraw-
lish \ 1 remember distinctly wandering into a certain
account exec's office — a family man. mind you — and —
i'kaw lish: (Leaping to his feet and shouting I \\ e're going
I" need a Santa Claus
carbondale: Don't change the subject, hike I was saying,
there was this
FRAWLISH: (Still trying to drown out Carbondale i Yes. sir,
a big round Santa Claus —
MISS garble: (Shrilling) Oh, definite!) a Santa Claus!
BREAM : No need to shout.
i w;i!o\[>\l.E: The) don't seem to want to hear the end of
my story, chief.
bream: We all want to hear it. Get on with it. Carbondale.
FRAWLISH: Look, were wasting time. \- chairman of this
committee I nominate Carbondale to pla) Santa Clan-.
MISS GARBLE: He'll be wonderful! \ natural. Hi- kindness
will show through.
( 'RBONDALE: Just a minute.
BREAM: I think it's an excellent idea. \- radio-tA director
you should know a thing or two about acting.
\il-s GARBLE: He might even gel one of his producer- to
help out with a make-up man. Now let - see, where do we
keep that old Santa ('Ian- suit.
FRAWLISH: I think it's with the lice ornament- stored
awa\ in Research.
( 'RB0NDAL1 : Hold on. I didn't sa\ I'd be Santa. If there's
going t'> be a party, I don'l want to be lied down with
30
spons< u;
22 DE< 1MB! 1! \()o6
the grab bag gilts and all that.
miss gvrble: What Mr. Carbondale means is you can't
drink \er\ much through a beard.
bream: Enough of that. Carbondale you are Santa. Thai s
settled.
FRAWl.lsn: {To Miss Garble) That's what makes Mr. Bream
such a great man quick decisions. Oh. we're going to
realh make this a big party, hal>\ (He circles Miss
Garbles waist with his arm*.
Miss GARBLE: I Pulling away) Mr. Frawlish. please! The
part) hasn't started yet!
bkkam: Miss Garble. I think you'd better run over to
Research and dig out the Santa suit. We'd better see how
Carbondale looks in it.
I Miss Garble exits. I
CARBONDALE: I'm going to feel sillv . I still think Frawlish
here would be the perfect Santa Claus — more the hail-fellow-
well-met account exec type. Or what about Zimieh in Media.
He's a real jolly type.
bream: He'd ham it up.
H H v w [.is M : Now let s get on with our organization structure.
In addition to being Santa. Carbondale. you'll be in charge
of games and recreations. As for Miss Garble, she'll be in
charge of procurement and decorating.
BREAM: No use decorating both floors. Well onl\ hold the
party here on the 14th.
FRAWLISH: I agree >ir. Now to the budgeting. Shall we
allow two or three hundred for the decorations?
BREAM: Great scott! Isn't that figuring pretty high. Fraw-
lish?
carbondale: A typical account mans estimate. It sounds
much too high to me too. chief.
FRAWLISH: Mr. Bream stressed the fact he wants the best
part\ yet, and crepe paper and plastic snowballs — not to
mention a nice big tree — cost money.
BREAM: Well, we don't need too big a tree. And we don't
have to decorate the whole office. Let's just hold the part)
down at the Media end.
frawlish: ^ < >u II pard le, sir, but now you sound like
a client.
BREAM: But we can't go off the deep end. Frawlish. \fter
all. it's onl\ a Christmas party. Bare that budget. Frawlish,
and that's m\ final word!
MISS GARBLE: I Enters with Santa suit, which she throws t<>
Carbondale i Here, catch!
carbondale: {Eyes it with disgust) The might) have fallen.
From t\ director to court jester.
bream: Carbondale. stop dragging your Feet. This is an
SC&B team effort. (Carbondale climbs into the suit.)
MISS GARBLE: We're going to need lot~ ol mistletoe. \nd
salami and —
FRAWLISH: Well, that's your bailiwick. So hop on the
phone and start checking rales and adjacencies I mean,
older the food.
bream: Estimates first. Miss Garble. Ah. \es. this will be
a real party. Funny thing, I'm not given to sentiment but
at this happ) season, well I jusl bubble oyer with good
will—
CARBONDALE: I Looking sad in his suit) There, how's that?
frawlish: Slip on the beard.
( \RBONDALE: Okay, okay. How do I look?
MISS GARBLE: I Giggling I You look just like Sawney Bean.
Cornish Cannibal.
bream: {With Christmas spirit suddenly jailing an ay from
him) Hah! Sawney Bean — that dreadful property that's
collecting those horrible 1.3 ratings! I'm glad you brought
that up!
MISS GARBLE: {Frightened i Well. er. I'd better rush olf and
tend to all that decorating.
BKKAM: Vim sta\ right here! I'm getting to the bottom
of win were on the \erge of lo-ing our clothes pin account
w ith that turkey!
FRAWLISH: Mr. Bream, sir. we've got a lot to discuss yel
on the parl\ .
BREAM: {Tearing the. holly sprig from his lapel and slam-
ming it onto the floor) One or even all of you may be
responsible for the Saufney Bean debacle, and when I find
out —
FRAWLISH: {Jovially but sans hope) lb-member, good will
toward men!
miss garble: {Singing) Deck the halls with boughs of
holly, tra. la. la —
carbondale: { Prancing about in Ins red suit) Ho. ho. ho
look, chief. I'm Santa Claus ho. ho. ho ^
sponsor
22 DECEMBER 1950
fMtt I
OF TWO PARTS
Which Media Would You Pick . . .
IF
WERE YOUR CLIENT?
Part One in this two-part series on media selec-
tion, in SPONSOR 15 December, showed how Four
\s Eastern ('(inference meeting briefed three
top-level media directors on marketing problems
of Product X and then asked them to recommend
media for $750,000 annual budget. All three
chose radio and or tv as basic ad media for the
food product, later revealed as Tetley Tea. Tet-
le) s own ad campaign is 100'< spot radio, as
detailed b\ its agencj spokesman in Part One.
Summaries of each of four media plans appear
below. At the right are condensed versions of
the two plans recommended by Arthur A. Porter,
vice president and executhe media director of
I. Walter Thompson, and Dr. E. L. Deckinger.
director of media strategy for Grey Advertising
Vgency, both New York City. They give specifics
of each recommendation, along with the market-
ing, merchandising and copy strategy leading
to their final media decisions for Product X.
All three media directors chose air media for "X" but each had different approach
ton & Bowies' Lee Rich picked
SPOT RADIO
84% of budget, $628,000, goes to spot
radio, with Sunday supplements, com-
ics, getting remaining $122,000. Radio
pattern: 52 weeks, daytime hours in
43 markets. Frequency: from 15 to
25 announcements weekly, depending
on market size and sales potential.
Facilities: split between power, smaller
stations. Aim is for all-family audi-
ence in early morning, women — prod-
uct's prime target — in later morning.
Expected results: 80% coverage of
all homes at 68tf cpm impressions.
Strategy in detail last issue
Greys Larry Deckinger picked
SPOT TV
Spot gets entire budget, with daytime
spot tv the basic medium, supplement-
ed with evening tv and radio "if there
were extra money." Tv plan: 42 mar-
kets, four and one-half Class C and D
announcements weekly for 52 weeks.
Estimated unduplicated coverage: 22.5
million homes, 90% of tv homes in
distribution area. Other estimates:
four-week cumulative audience, 41%;
cpm homes reached, $1.60, possibly as
much as 25% less, with an average year
round rating of 8% per commercial.
Strategy in detail opposite
JWT's Art Porter picked
NET & SPOT RADIO
100%) of budget goes to radio— $367.-
000 to network, $208,000 for supple-
mentary spot drive, $176,000 for sec-
ond step-up seasonal spot campaign.
Network recommendation: five "V2-
minute segments of five CBS programs
weekly for 52 weeks. Spot: (1) five
announcements weekly for 52 weeks on
102 stations, early morning time; (2)
10 commercials wreU\ for 22 weeks in
same 102 markets, with early morning,
late afternoon time periods, during
the seasons of peak consumption.
Strategy in detail opposite
Product X is Tetley Tea
Client's own agency, OBM, picked
SPOT RADIO
Til ley's actual campaign gives entire
-. .11.(1110 budget to spot radio. Radio
in 6."> markets, with greatest strength
in New England, Northeast, Southeast,
delivers potential reach of seven in 10
homes in week. Buying pattern is
(lights, in three weeks, oul two, in
three, for total of 2d weeks in course
• if \cai . Iboadi .1-1 da\ s arc Thursday .
I riday, Saturday . ( !o>t : "considei -
ablj less than - 1 " pei L,000 per com-
mercial minute. Frequency : I •' to
111 minutes per neck, per market.
Strategy in detail last issue
UNIQUE SESSION above had three panelists outline media they'd choose for
Producl V ( haii man .larm- .1. Mil aflre\ at rc-lnmi explains what "X," Tetley
Tea, actually buys. Leo Bogarl (r.), McC-E., presented critique "f all Pour plans
PORTER: NETWORK RADIO BACKED WITH 2 SPOT DRIVES
#%rthur \. Porter, vice president
and executive media director of J.
Walter Thompson, New York, sub-
mitted a media recommendation which
gave radio the entire $750,000 Uidget
of Product X (Tetley Tea). He al-
located 51 ' [ of this amount to network
radio, the remaining 1995 to spot in
two supplementary campaigns.
The media huv as he recommended
it:
Daytime network radio, with five
seven and one-half minute segments
per week for 52 weeks on CBS, one
segment daily on these shows: Wemh
Warren, Friday; Helen Trent, Thurs-
day; Aunt Jenny. Wednesday; Young
Dr. Malone, Thursday; Second Mrs.
Burton, Friday. Estimated cost: $367,-
000.
Supplementary spot radio, with five
announcements weekK for 52 weeks on
102 stations in all markets with more
than 100,000 population. Announce-
ments are to be spotted in or near top-
rated local interest programs on Thurs-
day and Friday between 7 and 9 a.m.
Estimated cost : $208,000.
Step-up seasonal spot radio, with 10
announcements weekly f<>r 22 weeks in
these same 102 markets. Concentra-
tion would be in Northern areas from
November through March, in the
South from mid-April through mid-
September. Estimated cost: $176,000.
The cost of all three phases of the
radio campaign would run $1,000 over
the Product X budget, hitting $751,-
000.
Here's how Porter explains the selec-
tion of network radio programing as
the basic medium for the product.
"Through a tailored lineup of CBS
stations, daytime network radio will
deliver a blanket of coverage with fiv'e-
time-a-week continuity throughout the
area of distribution."
And because the programs are
broadcast between noon and 3 p.m.,
"they succeed in delivering commer-
cials during the noon-lunchtime peri-
od. They can be expected to deliver
approximately 400 million home im-
pressions, or an average of 14 per fam-
ily at a cost of 94<f per 1,000.
And he noted the commercial length,
one and one-half minutes, gives "time
for a complete and thorough sales mes-
sage.
"Although daytime network radio is
an excellent huv. it must be supple-
mented i lei to adjust advertising
wci-hi more closely with the product -
market in terms "I youngei house-
wives, larger families, urhan markets
and t\ \ s. non-t\ homes.
He explained that the daytime pin-
grams selected can be expected to be
"relatively more popular with women
in middle and lower income groups,
adding that non-tv homes reached
through radio "tend to he within the
middle and lower income categories."
Network program-, alone, "tend to
place their weight disproportionately
against smaller families, smaller towns.
older women and non-t\ homes."
To adjust the weight of Product X,
which Porter calls Ogg. and to bring
media more closely into line with the
product profile, he recommended two
additional spot schedules.
Five earl) morning commercials for
52 weeks, phis 1(1 additional announce-
ments in earl\ morning and late after-
noon times for 22 weeks during peak
(Please turn to page 50)
DECKINGER: DAYTIME SPOT TV GETS X'S ENTIRE BUDGET
1^9 r. E. L. Deckinger. director of
media strategy at Grey Advertising
Agenc\. New York, made two recom-
mendations for media on Product X.
The first, geared entirely to spot, al-
lowed for the $750,000 budget to be
split among daytime television, as the
major medium, followed 1>\ evening tv
and possibly some radio.
"Where I could afford more than
daytime t\. 1 would get audience ex-
tension with evening tv announce-
ments. And. if I could afford still
more, Id then get frequency and
audience extension 1>\ adding radio
spots," said Deckinger.
Working within the budget require-
ments of Product X, he limited his sec-
ond media recommendation to daytime
television announcements in 42 mar-
kets. The pattern, and some of the
anticipated results: Estimated undupli-
cated coverage of 22.5 million homes,
representing •)()'< of all t\ homes in
the product's distribution area; an av-
erage of four and one-half Class C and
D minutes weekly in each market In
52 weeks.
Other estimates: average year-round
I
average rating per commercial, eight
per cent of tv homes; average cumula-
tive four-week audience, 41% of t\
homes; number of contacts per home
reaches, 3.4; year-round average cost-
per-1,000 homes reached, $1.60. Term-
ing this cost "conservative," Deckinger
said actual cpm "is likely to work out
to be 25% or more below 1 1 1 i —
amount.
He then pointed up the relative in-
fluence of several factors on the de-
termination of this media pattern. Ml
but one of the influences were out-
lined in the 4A prospectus to each of
its media-director speakers. The final
point, the competitive factor, was add-
ed by Dr. Deckinger. Here's how these
I
ARTICLE IN BRIEF
Broadcast media came out on top in
recommendations of three media
directors for advertising of Product X,
later revealed as Tetley Tea, in media
"test" given by 4A's. In this issue,
). Walter Thompson and Grey Adver-
tising explain their respective choices
[actors influenced Grey's choice:
1. The intrinsic characteristics of
the product, its plnsical attributes and
the uses to which it is put.
Tv was selected because of the "ex-
ploitable properties of the product, and
those which the copj people wish to
exploit.'
Of the eight cop\ points which
Product X boasted in the 4A pros-
pectus, five are demonstrable and.
therefore. naturalK suited to t\. the
demonstration medium, the speaker
noted. These five: specifically made
for eas\ preparation; smaller tendei
ingredients are used, so that the full
flavor will be produced instantly;
preparation of this product is notice-
abl\ faster than in the case of compe-
tition; convenience; use boiling watei
only.
"The product, and the wa\ the copj
platform is constructed, sinipb begs
for demonstration media. \l-o. con-
venience and not taste is an important
ingredient. ( !onvenien< e is a Fact ; the
taste claims are contrived. This says
we must not sell so much to the con-
I Please turn to page 50, col. 3 >
SPONSOR
22 DECEMBER 1956
33
YES! THIS IS A DRIVER'S SEAT!
With overdrive — and power drive and "horsepower" to spare.
From behind your media-buying desk you can sit in this driver's
seat and cover Hometown and Rural America with the swish
of your ball point pen.
Hometown and Rural America is that rich, responsive market
of more than 80 Million Americans, tuned regularly to the 911
Keystone Broadcasting Radio station affiliates.
In your driver's seat you can pick your route and the number of
towns you wish to BLANKET with your sales message.
Leave out the side roads and the backroads and the detours.
Drive right down MAIN street via KBS ... 90 stations or 900
. . . we'll draw your roadmap to suit the sales need
that's pressing you most.
Ask us to prove our story. We'll love it.
Send for our new station list
CHICAGO
111 W Washington
Sla 2-8900
NEW YORK
580 Fifth Ave.
PLaza 7-1460
SAN FRANCISCO
57 Post St.
SUtter 1-7440
IOS ANGELES
3142 Wilshire Blvd
DUnkirk 3-2910
• TAKE YOUR CHOICE. A handful o( stations or the network ... a minute or a lull hour-it's
up 1o you. your needs.
. MORE FOR YOUR DOLLAR. No premium cost (or individualized programming Network
coverage for less than some "spot" costs.
• ONE ORDER DOES THE JOB. All bookkeeping and details are done by Keystone, yet the best
time and place are chosen for you.
34
h'm\m,i;
22 DECEMBER 1956
Tv programing and costs
COM PARAGRAPH
I his is the second of sponsor's new Comparagraph sections.
Il is designed t<> give readers a monthly updating < > n l\ network
programs, sponsors and costs plus basic data oi interest to
users of spot t\. Each Comparagraph section will provide
some new material in addition to the up-to-date facts on the
network t\ picture. For example, this section will contain
regional breakdowns of spot spending plus a breakdown id
how much money is spent in spot tv on announcements, par-
ticipations and programs by time of day. Future issues will
carry new breakdowns of network data. The next Compara-
graph will be featured in the 1() January issue of SPONSOR.
\ mi 01 L program, profile provides
sponsored hour data . . . see below
Cost-per-1,000 for top 1<» night
and daytime programs . . . page 36
Comparagraph gives day-by-day
chart of all net shows . . . page 38
llphabetical list of net shows
includes costs, rating . . . page 44
Spot tv basics this issue cover
regional spending data . . . page 48
1. NETWORK PROGRAM PROFILE
AVERAGE COST OF PROGRAMING BY TYPES
Cost' Number
Cost Number
Cost
Number
Cost Number
Hour drama
$59,000 12
Half-hour drama
$34,875 16
Situation comedy
$36,781 16
Hour comedy-variety
$61,333 9
Half-hour comedy-var.
$46,500 6
Adventure
$34,000 19
Quiz
$27,063
16
Daytime serials
$8,911* 9
•Per week of five shows; other programs are once-weekly.
NUMBER OF SPONSORED HOURS: LIVE AND FILM
Daytime
Nighttime
Network
Sponsored
hours
% live
% film
ABC
11
4.5
95.5
CBS
38.50
88.3
11.7
NBC
35.25
96.5
3.5
Network
Sponsored
hours
% live
% film
ABC
20.92
54.6
45.4
CBS
29.25
59.0
41.0
NBC
25.25
— —
72.3
27.7
'"i week of lfi-22 December.
SPONSOR • 22 DECEMBER 1956
35
S3. 25
S3. 00
$2.75
$2.50
$2.50
$2.25
$2.00
$1.75
$1.50
$1.25
$1.00
$0.75
COST-PER- 1,000 FOR TOP Nil
Cost-per-1,000 charts below provide an efficiency comparison for the top 10 night-
time and the top LO weekda) programs during the two weeks ending LO November
1 «.).">(>. Ratings used are A. C. Nielsen (average audience basis). Time Costs are
from SRDS with standard discounts as computed by Nielsen. Talent costs are
sponsor estimates. Top |o figures (ratings and homes reached) are at right.
Cost-per-1,000 homes per commercial minute for top lO nighttime program
*Tlme .liable.
Cost-per-1,000 homes per commercial minute for top lO week day programs
1
■ Ii< ki\ Mouse
Club (5:45)
1 8.4 rating
Mill. |(„rin
Mickej Mouse
Club (5: 10)
17.7 rating
Mickej Mouse
I lub (5:15)
1 5.4 rating
Cuidin
Light
11.5 rating
5
Micke) Mouse
Club (5:00)
11.5 rating
i luei n Foi a
Da) ■ I 10)
1 1 .2 rating
Search for
I uiiioi rOV
11.2 rating
8
Strike li
Rich < 1:25)
9.4 rating
l!i- I'.n Oil
I 1:25)
9.4 rating
10
I dge nt
Nighl (4:25)
9.0 rating
A. C Nli
i [to compuU) ml pa 1,000 homi I minute, lee next pi I
ROGRAMS
rOP TEN: NIELSEN *
Total audience
Number of tv homes reached (000)
. Flection Returns (CBS) 21,715
:. Ed Sullivan Show 19,868
:. Ford Star Jubilee 17,757
. I Love Lucy 17,719
[ Shower of Stars _ 15,193
I Climax 15,005
. C.E. Theatre . 14,778
. Private Secretarj 14,364
. s(,4,000 Question _ 14,213
. Hoover Speech 13,761
Percent of tv homes reached
Election Returns (CBS) 59.1
Ed Sullivan Show _ 54.3
Ford Star Jubilee .. 49.6
I Love Luc \ 48.8
Shower of Stars .. 42.4
C.E. Theatre 41.3
Climax . 41.1
Hoover Speech . 40.8
Private Secretan 39.2
\rthur Godfrey's Scouts 38.6
Average audience
Number of homes reached (000)
. I Love Lucy 16,739
. Ed Sullivan Show 16,249
. G.E. Theatre .. 13.421
. Private Secretan 12.818
. Ford Stat Jubilee .. 12,780
, -(4.000 Question 12.780
. Jack Benny Show 12,592
. Shower of Stars 12,366
. Climax 12,290
. Arthur Godfrey's Scouts 12,253
Percent of tv homes reached
I Love Lucj
Ed Sullivan Show
G.E. Theatre
Ford Star Jubilee ..
Arthur (Godfrey's Scouts ._
Private Secretary
$64,000 Question .
Alfred Hitchcock Presents
Shower of Stars
Jack Benin Show
46.1
44.4
37.5
35.7
35.7
35.0
34.6
34.6
34.5
34.4
(0 weeks ending 10 November 1956
tr Pulse ratings
all sponsored net tv shows,
e pages 44, 45, 46.
(>\><ii;
22 DECEMBER L956
3. NIGHTTIME
C O
P A I
ABC
SUNDAY
CBS NBC
Meet I he Press
Pan A m
(last 12/30)
alt
Johns Manvillc
ABC
MONDAY
CBS NBC
TUESDAY
ABC CBS NBC
Telephone Time
Bell
Vuu Art Thi re
(Air Power)
Prudential
Roy Rogers
Gen Foods
D Edwards
Whitehall
D Edwards
Whitehall
| You Asked for It 77th Bengal
Sklppj Peanut Lassie Lancers
Butter Campbell Soup \ Gen Foods
Amateur Hour
Pharmaceuticals
(7:30-8:30)
Kukla, Fran
& Ollie
Gordon Bkng-co-op
John Daly News
Genl Cigar
D Edwards
Whitehall
Pvt. Secy, alt
wks Jack Benny
\ ■ Tubacco
Circus Boy
Reynolds Alum
_ , Robin Hood
Bold Journey Johnson & Jhsn
Ralston-Puiina a„ Wlldroot
Kukla, Fran
& Ollie
Gordon Bkng-cn-op
John Daly News
Genl Cigar
D Edwards
Whitehall
Gordon
lohn 0.
c,- 1
Nat King Cole
sust
News
Stude-Packard
Cheyenne
Gen Electric
(alt wks
7:30-8:30)
Name That Tunc
Whitehall alt
Kellogg
Jonathan^ Witters*
Howe
alt Victa
News
Carter (last 12/25)
Disn
Ami r
Am r
7 0
Conflict
Chescbrough-
Ponds
(alt wks
7:30-8:30)
Amateur Hour
Press Conference
Corn Prod
Ed Sullivan
Lincoln-Mercury
(8-9)
Steve Allen
Jergens. Brown
,v Williamson.
Polaroid
US Time Corp
Danny Thomas
Armour alt
Kimberly-Clark
Burns & Allen
Carnation alt
Gen Mills
Ed Sullivan
Steve Allen
Voice of
Firestone
Firestone
Talent Scouts
Lipton
alt Ton!
Sir Lancelot
Amer Home alt
Lever Bros
(3 wks in 4)
Stanley-Toni alt
Amer Tob (3 in 4
Prod Showcase
(8-9:30 1 wk/4>
RCA-Whirlpool
Wyatt Earp
Gen Mills
alt P&G
Phil Silvers
Ainana alt
R. .1. Reynolds
Big Surprise
Purex alt
Speidel
Brothers
P&G alt
Sheaffer
Noah's Ark
l..v\I alt
Max Factor
Disn.1 "'
Nav>l
Vuu- I
' s I
— Iv Playhouse
Goodyear alt
Al oa
(9-10. 3 wks In 4
(9-10:30, 12 23)
Can Do
Itcvlon (last 12/31
Twenty-One
(1/14 start)
Pharmaceuticals
Omnibus
Aluminum
Union Carbide
(9-10:30)
C. E. Theatre
Gen Electric
Bishop Sheen
co-op
I Love Lucy
P&G alt
Gen I -
Broken Arrow
Gen Electric
alt Mihs
Nothing But
Truth
Pharmaceuticals
Jane Wyman
P&G
Ozzie u >'
1 1
Circle Theatre
Armstrong
(alt wks
9:30-10:30)
Omnibus
Hitchcock
Theatre
Bi 1 itol .Myers
Chevy Hour
Chevrolet
(9-10, 1 wk in 4:
Welk Top Tunes
New Talent
Dodge-Plymouth
(9:30-10:30)
Dec Bride
Gen Foods
Robt Montgomery
S. C. Johnson
alt Schick
(9:30-10:30)
Cavalcade
Theatre
DuPont
Red Skelton
Pel Milk alt
S. C. Johnson
Ford
Omnibus
$64,000
Challenge
1: 1, alt
P. )»rlllard
Lorctta Young
I'm;
Welk Top Tunes
Studio One
Westinghouse
(10-11)
Robt Montgomer
It's Polka Time
co-op
$64,000
Question
Revlon
Kaiser Alum Hr
Alum
(alt wks
9:30-10:30)
Wed
Fif
Pabsl it
What's My Line
Sperry-Rand
alt H Curtis
Natl. Bowling
Champs
White Owl
Studio One
Do You Trust
Your Wife
L&M alt
F> i£idaire
(Frig last 12 25)
Break the Bank
Lanolin Plus
jA*±
DAYTIIVIE Programing from 7:00-10:00 a.m. on these page:
There are no
network shows
on Sunday
Good Morning
(7-8)
partlc
Today
(7-9)
partlc
Cood Morning
Today
Cood Morning
I -
partlc
Today
partic
Cood Morning Today
morning from
7:00 to 10:00
Capt Kangaroo
(8-9)
partlc
Today
Capt Kangaroo
(8-9)
partlc
Today
An explanation of
Capt Kangaroo
Today
C.int Kangaroo
Todav
the material in the network
Comparagraph will be fou
on pages 42, 43
Tv"
d
i
G
R
A
P
H
22
DEC
. - 18
JAN
MESDAY
NBC
THURSDAY
ABC CBS NBC
FRIDAY
ABC CBS NBC
SATURDAY
ABC CBS NBC
1
ds
Meet the
Champions
ISayuk
D Edwards
Whitehall
D Edwards
sust
; rvice
Kukla, Fran
0 Ollie
Gordon Bkng-co-op
No net service
Kukla, Fran
& Ollie
1 ,' r don Rkng-co-op
No net service
D Edwards
sust
Beat the Clock No net service
John Daly News
Genl Cigar
D Edwards
Whitehall
John Daly News
Genl Cigar
ep
Is
Eddie Fisher
Coca-Cola alt
Planters
Lone Ranger
Gen Mills alt
Sgt. Preston
Dinah Shore
Chevrolet
Rin Tin Tin My Friend Flicka
Nabisco Colgate
Eddie Fisher
Ooca < <>la alt
Planters
Famous Film
Festival Buccaneers
People Are
Funny
News
Time alt Miles
Swift '"""' "'"•n
News
Sperry Band
News
Miles
(7:30-9) R. J. Reynolds
,dfrey
Wrs
Hiram Holliday
Gen Foods
Circus Time
partic
Bob Cummings
Colgate alt
it .1 Reynold:
You Bet Yr Life
DeSoto alt
Toni (1/10 start)
jim Bowie
Amer Chicle alt
Chcsebrough-
Ponds
West Point
Gen Foods
Life of Riley
Gulf Oil
Blondie
5-8:30
1/4 starl
Jackie Cleason
c i~ c„.»;>,-.l Bulova Perry Como
r m rest val _ _ ... . ,', _.
P Isirillard (8-9)
(8-9) - & H Stamps
Noxzema
Isntd)
'y
Father Knows
Best
Scott Paper
Circus Time
Climax
Chrysler
(8:30-9:30)
3 wks in 1
Dragnet
I.&M alt Schick
Crossroads
Chevrolet
Zane Crey
( '• en Foods
alt Ford
Walter Winchcll
i mi all P Lorillarc
(12/28 last)
Life of Riley
1/1 start
Sunbeam
Kimberly-Clark
Film Festival Jackie Cleason RCA, Gold Seal
ire
jl
Kraft Theatre
K!,,ll i,9-10)
Wire Service
K J. Reynolds
Shower of Stars
Chrysler
(1/3 start.
8:30-9:30,
1 wk in 4)
People's Choice
Borden alt P&G
Treasure Hunt
Mogen !>.ivi,|
Crusader
Colgate alt
R. .1 Reynolds
vlr. Adams & Eve
1/4 start
On Trial
Campbell alt
Lever Bros
(3 wks in 4)
Caesar's Hr
Lawrence Welk CaIe Storm (9-10. 3 in 4)
Dodge Nestle ■ Carter- Babbitt
(9-10) Quaker Oats
I\n. -mark, Wessor
1
tSecret
lolds
Kraft Theatre
Wire Service
Miller Brewing
alt sust
Playhouse 90
Singer alt
I'.i Istol-Myers
Ford Show
Ford
The Vise
Sterling Drug
Playhouse of
Stars
Schlitz
Big Story
Vicks alt Amer
Tob (3 wks in 4)
Chevy Show
(9-10. 1 in 1)
Spectacular
... .. Hey leannie Itr A -Whirlpool
Lawrence Welk "Cy ^ olds (9-10:30
1 wk in 4)
•
. Hr
N
r
This Is
Your Life
P&Q
Air Time '57
sust
(12/27 start)
Playhouse 90
Ronson alt
B] istol-Myers
(1/10 start)
Lux Theatre
Lever Bros
(10-11)
Ray Anthony
Plymouth
(10-11)
Line-Up
P&G alt Brown
& Williamson
Cavalcade of
Sports
Gillette
(10-concl)
Ozark Jubilee
Am I'liM lr
alt sust
Cunsmoke
L&M alt
S perry-Band
Ceo Cobel
Armour alt
Pet Milk
(3 wks in 1)
-ox Hr
trie
'-ID
Twenty-One
(last 1/9)
Pharmaceuticals
Air Time '57
Playhouse 90
Philip Morris
(1/3 start)
alt Amer Gas
(1/10 start)
Lux Theatre
Person to Person
Ozark Jubilee
co-op
You're On Your
Own
Hazel Bishop
Hit Parade
Amer Tob
alt Hudnut
alt Time, Inc.
Red Barber
St Farm Ins
-
►graining from 10:00 a.m. to 6:00 p.m. will be found on pages 42, 43
ning
1
Today
(7-9)
partic
Good Morning
(7-8)
partic
Today
(7-9)
partic
Cood Morning
(7-8)
partic
Today
(7-9)
ning
Today
Good Morning
Today
Cood Morning
Today
:aroo
i
Today
Capt Kangaroo
(8-9)
partic
Today
Capt Kangaroo
Today
(8-9)
Today
!
;aroo
Today
Capt Kangaroo
Today
Capt Kangaroo
Today
Capt Kangaroo
(9:30-11)
partic
Ludens
NOBODY'S BUYIN
UT ADVERTISERS
I
as tours
,Us Brace of prc .■> ,.
'^deonCBSt
W « SOLO 4G4IK
dnSelk News toll
ffoo?,
£ja^ni/ Fatten*
NOW, LEVER
BROTHERS!
One of the country's most deliberate users of
advertising, the Lever Brothers Company,
has just bought into the CBS Radio Network
with conviction: 20 daytime program- units
a week, 52 weeks a year.
Thus the list of companies launching major
CBS Radio campaigns since we last collected
sales headlines keeps growing. It now includes
Lever, Scott Paper, Mentholatum, Lipton,
American Home Products, Grant Chemical,
Pharma- Craft, Campana, Salada Tea . . .
The reason is people. Every month CBS Radio
programs win 38 or 39 or 40 of the top
40 audiences in Nielsen daytime rankings.
In fact* in every time-period from 10:00 AM
to 3:30 PM, CNYT weekdays, CBS Radio
is the most listened-to network. ■
Advertisers need people. The people - in radio's
greatest numbers - are here. Which means
that network radio's sales power and
advertising economy are here, too, at their
formidable best !
Now is the time to buy the . . .
CBS RADIO NETWORK
©
DAYTBME
continual
c o
P A
ABC
SUNDAY
CBS
NBC
ABC
MONDAY
CBS NBC
ABC
TUESDAY
CBS
NBC
Lamp Unto My
Feet
Carry Moore
Campbell Soup
Lever Brot
all -ii i
Ding Dong School
susi (last 12 28)
Home
partic
(10-11, sts 12/31)
Carry Moore
sust
Ding Dong Schoo
susi I last 12 28)
Home
partic
(10-11, sts 12/31)
Look Up b Live
Arthur Codfrey
Stand Brands
stand Brands
Price Is Right
sust
Oast 12 28)
Arthur Godfrey
Scotl Taper
Price Is Right
(suet (last. 12/28)
Church Service
12 25 onlj
1 1-12)
U.N. in Action
sust
Bristol-Myers
Bristol-Myers
Home
partic
(11-12, last 12/28)
Price Is Right
sust (12/31 start)
Kellogg
Pillsbury
Home
partic
(11-12. las) 12 28
Price Is Right
-list i last 12/2S)
Camera Three
sust
Strike It Rich
Colgate
Truth or
Consequences
sust
(12 :;l start)
Strike It Rich
Colt .
Rose Parade
Quaker Oats
11 -r. 1:15, 1/1)
Truth or
Consequences
12 ;l start)
i
Let's Take Trip
sust
Wild Bill Hickok
Kellogg
Valiant Lady
Stand Brands
Love of Life
Amer Home Prod
Tic Tac Dough
sust
Toni alt sust
(1/7 start)
Search for
Tomorrow
P&G
It Could Be You
sust
Guiding Light
P&G
Amer Home Prod
Valiant Lady
Wesson Oil
Love of Life
\i:mm dome Prod
Tic Tac Dough
Sweets Co alt
sust
Search for
Tomorrow
P&G
It Could Be Yo
sust
Guiding Light
P&G
Alberto Culv
I.ehn & Fin
Pro Football
Heckle 0 leckle Championship
Sweets Co, alt p„ntiac
[-5, 12 30 only)
Face the Nation
sust
(last 12/23)
News
(1-1:10) sust
No net service
News
(1-1:10) s
Frontiers of
Faith
sust
Stand Up & Be
Counted
sust
As the World
Turns
P&G
Stand Up & Be
Counted
No net service
As the World
Turns
sust
Rose Parade
Mm Mail II
I.I Del (1/1 only
it i ; .
Cotton Bowl
Bristol- Myers
Carter ( 1/1 only.
15-i mi
Pro Football
sponsored by
regions
(2-4:30)
(last 12/23)
No net service
NBC Opera
il 13 only)
The Last Word
sust ( 1/6 only)
No net service
(1/13)
Youth Wants
To Know
sust alt
Amer Forum
sust
Our Miss Brooks
Art Linkletter
Stand Brands
Campbell Soup
No net service
Tenn Ernie
P&G
Swift alt Brown
& Williamson
Orange Bowl
Game B
(2-concl, 1,1 only)
Our Miss Brooks
Best Fds alt Sust
No net service
Art Linkletter
Kellogg
Pillsbury
Tenn Ernie
P&G
Stand Brands
Year's End
i ■ io n!
Face The Nation
sust (1/13 start)
Johns Hopkins
File 7
Meet New
Senators
(3 1. 1/6 only)
Sunday News
■ii.i .i.i;; .lain
Outlook
sust
Zoo Parade
Mutual of
Omaha
alt sust
Afternoon Film
Festival
(3-4:30)
partic
Big Payoff
Colgate
Afternoon Film
Festival
Bob Crosby
sust
Brown & Wmson
alt Mentholatum
Matinee
(3-4)
partic
Afternoon Film
Festival
(3-4:30)
partic
Big Payoff
sust
Matinee
(3-4)
partic
Afternoon Film
Festival
Bob Crosbv
Wesson Oil
Matinee
Aftc
Aftc
College Press
Conference
sust
Odyssey
sust
I 5
Wide Wide Worlc
(alt uks 4-5:30)
Gen Motors
dedical Horizons
Clba
No net service
News
sust
Hast. 12/23)
Afternoon Film
Festival
Brighter Day
P&G
Secret Storm
Araer Home Prod
Queen for a Day
Amer Home Prod
Toni alt. Brown
& Williamson
Afternoon Film
Festival
Wash Square
all uks 4-5)
Helens Curtis
Edge of Night
No net service ' j>&G Modern Romance
No net service
Brighter Day
I'm:
Secret Storm
Amer Home Prod
Edge of Night
I'm:
Queen for a Day
Sandura alt
Chick of Sea
Lohn & Fink
alt Stand Brands
Aftc
I'm;
Modern Romance;
Culver alt
Sweet! •' •
No nei
Dean Pike
sust
N. w-yi ar-1956
i.-. 30
12/30 '.III',:
The Littlest
Angel
t (5:31
12, -':i only)
Mama
sust
Sec It Now
Pan Am
Boing Boing
sust
Topper
(alt wks
sust
Mickey Mouse
Club
co-op
Capt Callant
Heinz
Coca Cola
Miles alt
Mini Mining
Comedy Time
Sllst
Mickey Mouse
Club
co-op
Comedy Time
sust
Rose Bowl
Gillette
I concl,
1 I only)
HOW TO USE SPONSOR'S
NEW NETWORK TELEVISION
COMPARAGRAPH AND INDEX
I lif network schedule mi 1 1 1 i -- ami preceding pages (38, i1'!
includes regularly scheduled programing on the air between
'2'2 December and 1 <"> Januar\ i with possible exception of
changes made by the networks after presstime). Irregularly
scheduled programs to appear during thi^ period are listed
as well, with air dates. The only regularly scheduled pro-
grams nol listed are as follows: Tonight. MIC. 11:30-12:30
G R A P
22 DEC. - 18 JAN.
ESDAY
NBC
THURSDAY
ABC CBS NBC
ABC
FRIDAY
CBS NBC
SATURDAY
ABC CBS NBC
ii"
ing Dong School
lull Hast 12 28)
Home
partic
11. sts 12/31)
Carry Moore
fettle (1/10 start)
alt sust
Ton! alt Swift
Price Is Right
sust
(last 12/28)
)ing Dong School
sust ll<
Home
partic
10-U. sis 12 si)
Arthur Codfrey Price Is Right
Gen Foods sust
Amer Home Prod
Carry Moore
sust
Ding Dong School
ust (last 12/28)
(T.S ll.'n.:
I 1/4)
& .li>hnson
1/11 start alt sust
Lever
Home
partic
(10-11. sts 12/31)
Price Is Right
sust
(last 12/28)
Home
partic
(11-12. last 12/28)
Price Is Right
sust (12/31 start)
Capt Kangaroo
Ideal Toy
Brown Shoe
Mighty Mouse
Gen Foods alt
Colgate
Howdy Doody
Continental
ll.iklng alt
'< On
I Married Joan
sust
111
Home
partic
-12. last 12/28)
Kelli ■■■■
Pillsbury
Price Is Right
usl (12 31 start)
Home
partic
11-12. last 12/28)
Price Is Right
sust (12/31 start)
Yardley
Stalcy alt SOS
Winky Dink
sust
Fury
Gen Foods
tit Borden
ch
Truth or
Consequences
sust
(12/31
Strike It Rich
Colgate
Truth or
Consequences
sust
(12/31 start)
Strike It Rich
Colgate
Truth or
Consequences
sust
(12/31 start)
Texas Rangers
Gen Mills
alt
Sweets Co
Cowboy Theatre
ta Co
Tic Tac Dough
SUSt
Valiant Lady
Ton! alt
K'estle (1/10 start)
Tic Tac Dough
Krafl I l'3 start)
Valiant Lady
Gen Mills
Love of Life
Amer Home Prod
Love of Life
Amer II l Pi
Tic Tac Dough
sust
Mcnthnlatura
^SearcrT Tor
Tomorrow
P&G
Big Too
National Dairy
(last 1/12)
It Could Be You
sust
w
Brown & Wmion
alt sust
Search for
Tomorrow
P&G
It Could Be You
I Gen Foods alt
sust
It Could Be You
sust
Guiding Light
P&G
Welch. Brillo
Guiding Light
rsii
Brillo. Pharmaco
Big Top
Mr. Wizard
sust
Be
No net service
News
(1-1:10) sust
Stand Up & Be
Counted
sust
No net service
No net service
As the World
Turns
sust
No net service
News
(1-1:10) sust
No net service
Stand Up & Be
Counted
sust
As the World
Turns
P&G
No net service
Our Miss Brooks
sust
Johnson & Johnson No net service
alt sust
(1/11 start)
Lone Ranger
Gen Mills
alt Nestle
No net service
No net service
(1-2:30)
Blue-Grey
Football
Gillette
1 ■- '29 only.
15-4:45)
oks
list
No net service
Our Miss Brooks
sust No net service
Nestle alt sust
(1/10 start)
Tenn Ernie
P&G
Swift alt
i Brown & Wmson
Art Linkletter
Kellogg
Tenn Ernie
P&G
Art Linkletter
I.fv.T Bros
Tenn Ernie
P&G
Stand Brands
Eye on NY.
sust
Hockey
Carling Brewing
2 5, 1
Basketball
(2:30-4:30)
Carter Prod
Bristol-Myers
Brown & Wruson
Aluminum Bowl
Football
(12/22 only.
2-5)
Shrine Football
Chrysler
(12/29 only,
1:45-1 0
<
Matinee
(3-4)
partic
Afternoon Film
Festival
(3-4:80)
partic
Big Payoff
Colgate
(1/3 start)
Matinee
(3-4)
partic
Afternoon Film
Festival
(3-4:30)
partic
Big Payoff
Colgate
Matinee
(3-4)
partic
Matinee
Afternoon Film
Festival
Bob Crosby
Tnnl alt Swift
Matinee
Afternoon Film
Festival
Bob Crosby
SOS all Swift
Matinee
1
Gen Mills
Gator Bowl
Football
(12/29 only.
2-5)
Carter, R. J.
Reynolds
Basketball
Queen for a Day
Borden
Mermen
Corn Prod
Afternoon Film
Festival
Brighter Day
P&G
Secret Storm
Amer Home Prod
Queen for a Day
Reddl-Wlp alt
G F.ls (last 12/27)
BunKlst (1/10 Bts)
Miles
Afternoon Film
Festival
Brighter Day
P&G
Secret Storm
Amer nomc Prod
Queen for a Day
Borden
Dow, Corn Prod
Basketball
I ht
Modern Romances
Slerllng Drug
No net service
Edge of Night
P&G
Modern Romances
Kraft
(1/3 start)
Edge of Night
No net service p,\(;
Modern Romance
Sterling Drug
Basketball
Comedy Time
sust
Mickey Mouse
Club
co-op
Pillsbury alt
Am-Par
Bristol-Myers
Bristol-Myers
Comedy Time
Kraft
(1/3 start)
Welch alt sust
Mickey Mouse
Club
co-op
sust
Gen Mills
Gen Mills
Comedy Time
sust
Pharmaco alt
sust
p.m.. Monday-Friday, participating sponsorship; Sunday
News Special, CBS, Sunday, 11-11:15 p.m., sponsored by
Pharmaceuticals Inc.
All times are Eastern Standard. Participating sponsors
are not listed because in many cases they fluctuate.
Sponsors, co-sponsors and alternate-week sponsors are
shown along with the names of programs. This is a change
From the previous Comparagraph (printed in yellow and
black I which included costs, name of agency, place of
origination. This data now appears as part of an alpha-
betical listing of all network l\ programs starting next page.
The word *'last"' in the Comparagraph program boxes
with a date beside it indicates that it is the last time a
sponsor or the program will be seen in that time period.
4. AL
PHABETICAL PROGRAM INDEX
Sponsored Nighttime Network Programs 6-11 p.m.
PROGRAM TELEPULSE
COST
NET
TYPE
TIME, OR1G.
SPONSORS AND AGENCIES
Steve Allen Show
21.1
S 63,000
NBC
Var (L)
Su 8-9pm, NY
Brown & Williamson, Bates; Jergens, Orr; Polariod (last
12 9), DDB; U. S. Time (I 13 only), Peck
Amateur Hour
7.6
23,000
ABC
Var (L)
Su7:30-8:30pm,NY
Pharmaceuticals, Kletter
Ray Anthony Show
7.3
17,000
ABC
Music (L)
F 10-1 Ipm
Plymouth, Grant
Red Barber*? Corner
15.6
3,000
NBC
Sport (L)
F 10:45-1 Ipm, NY
State Farm Ins, NLB
Beal the Clock
12.9
18,000
CBS
Quiz (L)
Sa 7-7:30pm, NY
Hazel Bishop, Spector
Jack Benny
65,000
CBS
Comedy (F)
alt Su 7:30-8pm
Amer Tobacco, BBDO
Big Story
21.7
33,000
NBC
Drama (L&F)
F 9:30-l0pm, NYt
Amer Tobacco, SSCB; Vicks, BBDO
Big Surprisi
15.9
33,000
NBC
Quiz (L)
Tu 8-8:30pm, NY
Purex, W&G; Speidel, NCK
Blondie I 1 1 -tart'
37,500
NBC
Sit Com (F)
F 8-8:30pm
Toni, North
Bold Journey
6.6
8,000
ABC
Adv (F)
M 7:30-8pm
Ralston Purina, GBB
] mi Bowie
14.8
32,000
ABC
Adv (F)
F 8-8:30pm
Amer Chicle, Bates; Chesebrough-Ponds, Mc-E
Break the Bank
14.7
31,000
NBC
Quix (L)
Tu 10:30-1 Ipm, NY
Lanolin Plus, Seeds
Broken Arrow
16.8
31,000
ABC
Adv (F)
Tu 9-9:30pm
Gen Elect, Y&R; Miles, Wade
The Brothers
39,000
CBS
Sit Com (F)
Tu 8:30-9pm
P&G, Burnett; Shaeffer, Seeds
Buccaneers
14.7
24,000
CBS
Adv (F)
Sa 7:30-8pm
Sylvania, JWT
Burns & Allen
19.0
33,000
CBS
Sit Com (F)
M 8-8:30pm
Carnation, Wasey; Gen Mills, BBDO
1 lesar's 1 [our
26.4
114,000
NBC
Var (L)
Sa 9-IOpm, NYt
Babbitt, DFS; Knomark, Mogul; Quaker Oats, NLB: Wesson
Oil, Fitzgerald; Carter Prod (12 29, 1 2 only), SSCB
i m Do (last 12 31)
23,000
NBC
Quiz (L)
M 9-9:30, NYt
Revlon, La Roche
Cavalcade of Sports
17.7
35,000
NBC
Sport (L)
F I0pm-concl, Var
Gillette, Maxon
i heyenne
90,000
ABC
Adv (F)
alt Tu 7:30-8:30pm
Gen Elect, Y&R, BBDO & Grey
Circle Theatre
20.8
40,000
NBC
Drama (L)
alt Tu 9:30-10:30
pm, NY
Su 7:30-8pm
Armstrong Cork, BBDO
Circus Boy
12.8
34,000
NBC
Adv (F)
Reynolds Alum, Clinton E. Frank, Buchanan
Climax
29.2
55,000
CBS
Drama (L)
Th8:30-9:30pm,HY
Chrysler, Mc-E
Pei i j ' !omo
29.4
108,000
NBC
Var (L)
Sa 8-9pm, NY
Gold Seal, North; Kleenex, FCB; Noxzema, SSCB; RCA,
K&E; S&H Stamps, SSCB; Sunbeam, Perrin-Paus
Conflict
90,000
ABC
Drama (F)
alt Tu 7:30-8:30pm
Chesebrough-Ponds, JWT & Mc-E
Crossroads
12.4
31,000
ABC
Drama (F)
F 8:30-9pm
Chevrolet, Camp-Ewald
ider (lasl 12 28)
20.9
33,000
CBS
Adv (F)
F 9-9:30pm
Colgate, L&N; R. J. Reynolds, Esty
Bob Cummings Show
19.9
36,000
CBS
Sit Com (F)
Th 8-8:30pm
Colgate, Brown; R. J. Reynolds, Esty
John Daly News
5.1
6,000' v
ABC
News (L)
M-F 7:15-7:30 NY
General Cigar, Y&R
December Bride
23.5
28,000
CBS
Sit Com (F)
M 9:30-l0pm
Gen Foods, B&B
Disneyland
24.4
75,000
ABC
Misc (F)
W 7:30-8:30 pm
Amer. Motors, BFSD & Geyer; Amer Dairy, Camp-Mithun;
Derby, Mc-E
Do *i ou Trusl Wife
20.2
35,000
CBS
Quiz (F)
Tu 10:30-1 1 pm
Frigidaire (last 12 25), Kudner; L&M (wkly start 1 l), DFS
Dragnet
25.1
37,000
NBC
Mys (F)
Th 8:30-9pm
L&M, Mc-E; Schick, W&L
DuPont Theatre
8.8
37,000
ABC
Drama (F)
Tu 9:30-l0pm
DuPont, BBDO
Wyatt Earp
20.6
30,000
ABC
Adv (F)
Tu 8:30-9pm
Gen Mills, DFS; P&G, Compton
Doug Edwards Ni - -
8.7
9,500 •
CBS
News (L&F)
M-F 7:15-7:30 &
6:45-7pm, NY
Whitehall, Bates; 2 segs open
Father Knows Best
20.6
38,000
NBC
Sit Com (F)
W 8:30-9pm
Scott Paper, JWT
Eddie Fisher
9.2
20,000
NBC
Music (L)
W&F 7:30-7:45 HY
Coca Cola, Mc-E; Planters, Goodkind, Joice & Morgan
(ev 4rh show alt W&F)
Ford Show
17.7
33,000
NBC
Var (L)
Th 9:30-l0pm, HY
Ford, JWT
Ford Theatre
13.2
36,000
ABC
Drama (F)
W 9:30-l0pm
Ford, JWT
G.E. Theatre
27.8
45,000
CBS
Drama (L&F)
Su 9-9:30, HY&NY
Gen Elect, BBDO
Giant Step
7.9
23,000
CBS
Quiz (L)
W 7:30-8pm, NY
Gen Mills, BBDO
Jackie Gleason
27.7
102,500
CBS
Var (L)
Sa 8-9pm, NY
Bulova, Mc-E; P. Lorillard, L&N
Godfrey's v'"ut-
22.4
28,000
CBS
Var (L)
M 8:30-9pm, NY
Lipton, Y&R; Toni, North
*Arthur Godfrey Time
38,000
CBS
Var (L)
W 8-9pm, NY
Bristol-Myers, Y&R; Kellogg, Burnett; Pillsbury, Burnett;
e Gobel
26.4
45,000
NBC
Comedy (L)
Sa IO-IO:30pm,HYt
Armour, FCB; Pet Milk, Gardener
Gunsmoke
21.8
38,000
CBS
Adv (F)
Sa I0-I0:30pmt
L&M, Mc-E; Sperry Rand (Iwk in 4), Y&R
Hey Jeannie
13.9
41,000
CBS
Sit Com (F)
Sa 9:30-l0pmt
P&G, Compton
Hit) hcock Presents
27.2
34,000
CBS
Mys (F)
Su 9:30-IOpm
Bristol-Myers, Y&R
Hiram 1 lollidaj
9.3
42,000
NBC
Adv (F)
W 8-8:30pm
Gen Foods, Y&R
Robin Hood
20.1
28,000
CBS
Adv (F)
M 7:30-8pm
Johnson & Johnson, Y&R; Wildroot, BBDO
1 Love 1
29.6
45,000
CBS
Sit Com (F)
M 9-9:30pm
Gen Foods, Y&R; P&G, Grey
1-.. Gol a Secret
24.0
24,000
CBS
Quiz (L)
W 9:30-IOpm
R. J. Reynolds, Esty
Kaisei \ lum. Houi
—
58,000
NBC
Drama (L)
alt Tu 9:30-10:30
pm, NY & HY
Kaiser Alum, Y&R
♦Kraft Tv Theatn
22.9
34,000
NBC
Drama (L)
W 9-IOpm, NY
Kraft, JWT
Kukla, Fran & Ollie
6.5
ABC
Juv (L)
M-F 7-7:l5pm, Chi
Gordon Bkng, Ayer; & co-op
Lassii
21.8
34,000
CBS
Adv (L)
Su 7-7:30pm
Campbell Soup, BBDO
Lifi of R
23.9
32,000
NBC
Sit Com (F)
F 8-8:30pm
Gulf Oil, Y&R
1 ine ' p
22.8
31,000
CBS
Mys (F)
F I0-I0:30pm
Brown & Wm'son, Bates; P&G, Y&R
Lone Ran
15.4
24,000
ABC
Adv (F)
Th 7:30-8pm
Gen Mills, DFS; Swift, Mc-E
*I.ux \ ideo Thi tn
19.2
43,000
NBC
Drama (L)
Th 10-llpm, HY
Lever Bros, JWT
\ 1 , , i th e Pre ss
9.1
7,500
NBC
In* (L)
Su 6-6:30pm, NY
Johns Manville, JWT; Pan Am (12 30 last), JWT
Millionaire:
20.8
32,000
CBS
Drama (F)
W 9-9:30pm
Colgate, Bates
•Roberl Montgomery
27.0
52,000
NBC
Drama (L)
M 9:30-10:30, NY
S. C. Johnson, NLB; Schick, W&L
Mr. \<lam- & 1 I
41,000
CBS
Sit Com (F)
F 9-9:30pm
Colgate, L&N; R. J. Reynolds, Esty
1 1 1 Btarl i
My Friend Flicka
13.6
37,000
CBS
Adv (F)
F 7:30-8
Colgate, L&N
e thai 1 une
17.1
23,000
CBS
Quiz (L)
Tu 7:30-8pm, NY
Kellogg, Burnett; Whitehall, Bates
'Color bIiow, (].) Live, 1 P) E llm,
t:i w< i
, ttCost
] ' • r i TlirHt. I,
iat do' nol Ini
ustaining, parti' ipating or co op programs— Bee chart. Costs
refer
'OSt*
ng tali nt and
are gross
Ini ludi i
,,i i- i.in Tii. > ,1.. mil Include commercials or time i lmrges.
1 wee\ ,,i i
•mil of '-"J Dec.
thru 1M
Jan Teli
pei iod 7 i 3
\,,v Figun repri enl average rating per bIiom for the week,
PROGRAM TELEPULSE
COST
NET
TYPE
TIME. ORIG.
Natl Bowling Champs
8.8
12,000
NBC
Sport (L)
Su 10:30-1 Ipm, Chi
Navy Log
13.8
32,000
ABC
Drama (F)
W 8:30-9pm
NBC News
10.9
9,500
NBC
News (L)
M-F 7:45-8pm, NY
& Wash
* Noah's Ark
17.3
38,000
NBC
Drama (F)
Tu 8:30-9pm
Nothing I5nt The Truth
22,000
CBS
Quiz (L)
Tu 9-9:30pm, NY
Omnibus
8.4
80,000
ABC
Misc (L&F)
Su 9-IO:30pm, NY
On Trial
18.9
38,000
NBC
Drama (F)
F 9-9:30pnv
Ozark Jubilee
5.9
18,000
ABC
Var (L)
Sa 10-llpm,
Ozzie & Harriet
16.2
36,000
ABC
Sit Com (F)
W 9-9:30pm
People Are Funny
16.3
24,000
NBC
Misc (F)
Sa 7:30-8pm
People's Choice
18.9
34,000
NBC
Sit Com (F)
Th 9-9:30pm
Person to Person
21.2
34,000
CBS
Int (L)
F 10:30-1 Ipm, NY
Playhouse 90
25.8
117,000
CBS
Drama (L&F)
Th 9:30-1 Ipm, HY
Press ( (inference
3.8
8,500
ABC
Int (L)
Su 8:30-9pm, Wash
Private Secretary
21.0
36,000
CBS
Sit Com (F)
alt Su 7:30-8pm
Rin Tin Tin
16.3
32,000
ABC
Adv (F)
F 7:30-8pm
Roy Rogers
10.3
32,000
NBC
Adv (F)
Su 6:30-7pm
TTtli Bengal Lancers
9.6
41,000
NBC
Adv (F)
Su 7-7:30pm
Phil Silvers Show
30.1
42,000
CBS
Sit Com (F)
Tu 8-8:30pm
Sir Lancelot
—
24,000
NBC
Adv (F)
M 8-8:30pmt
Siit . Preston
14.3
32,000
CBS
Adv (F)
Th 7:30-8pm
* Dinah Shore
10.3
22,000
NBC
Music (L)
Th 7:30-7:45, HY
$64,000 Challenge
24.3
32,000
CBS
Quiz (L)
Su I0-I0:30pm, NY
$64,000 Question
32.5
32,000
CBS
Quiz (L)
Tu I0-I0:30pm, NY
Red Skelton
23.8
48,000
CBS
Comedy (L&F)
Tu 9:30-l0pm, HY
Stanley
—
41,000
NBC
Sit Com (L)
M 8:30-9pm, NY-
Gale Storm Show
14.6
39,500
CBS
Sit Com (F)
Sa 9-9:30pm
Studio One
19.1
45,000
CBS
Drama (L)
M 10-1 Ipm, NY
Ed Sullivan Show
39.7
69,000
CBS
Var (L)
Su 8-9pm, NY
Sunday News Special
5.9
9,500
CBS
News (L)
Su 1 l-l 1:15pm, NY
Telephone Time
—
31,000
CBS
Drama (F)
Su 6-6:30pm
This Is Your Life
22.9
52,000
NBC
Docum (L)
W I0-I0:30pm, HY
Danny Thomas
11.2
33,000
ABC
Sit Com (F)
M 8-8:30pm
Treasure Hunt
13.9
21,000
ABC
Quiz (L)
F 9-9:30pm, NY
*TY Playhouse
20.5
52,000
NBC
Drama (L)
Su 9-IOpm, NYt
20th Centur) Fox
—
110,000
CBS
Drama (F)
alt W 1 0-1 Ipm
Twenty-One
12.6
30,000
NBC
Quiz (L)
W 10:30-1 Ipm, NY
M 9-9:30 sts 1 14
U.S. Steel Hour
21.0
58,000
CBS
Drama (L)
altW 10-llpm, NY
The \ i^e
9.4
19,500
ABC
Drama (F)
F 9:30-l0pm
\ oice of Firestone
7.0
24,000
ABC
Music (L)
M 8:30-9pm, NY
Wednesday Fights
13.8
45,000
ABC
Sport (L)
W lOpm-cond, Var
Lawrence Welk
23.6
14,500
ABC
Music (L)
Sa 9-IOpm, HY
\\ elk Top Tunes
12.7
16,500
ABC
Var (L)
M 9:30-10:30, NY
\\ esl Point
17.9
40,000
CBS
Drama (F)
F 8-8:30pm
What's My Line
25.3
28,000
CBS
Quiz (L)
Su 10:30-1 Ipm, NY
♦Walter Winchell
20.8
60,000
NBC
Var (L)
F 8:30-9pm, NY
Jonathan Winters
8.0
12,500
NBC
Comedy (L)
Tu7:30-7:45pm,NY
Wire Service
8.2
77,000
ABC
Drama (F)
Th 9-IOpm
Jane Wyman Show
26.6
27,000
NBC
Drama (F)
Tu 9-9:30pm
You Are There
9.5
37,000
CBS
Drama (F)
Su 6:30-7pm
You Asked For It
9.4
14,000
ABC
Misc (F)
Su 7-7:30pm, HY
You Bet Your Life
34.4
35,000
NBC
Quiz (F)
Th 8-8:30pm
Loretta Young Show
19.9
40,000
NBC
Drama (F)
Su I0-I0:30pm
Your Hit Parade
25.8
46,000
NBC
Music (L)
Sa 10:30-1 Ipm, NY
\ ou're On Your ( >u a
—
23,000
CBS
Quiz (L)
Sa 10:30-1 Ipm, NY
Zane Grey Theatre
16.8
41,500
CBS
Drama (F)
F 8:30-9pm
SPONSORS AND AGENCIES
White Owl, Y&R
Amer Tobacco, SSCB; U.S. Rubber, F. D. Richards
Carter (12 25 last), SSC&B; Miles. Wade; Sperry-Rand,
Y&R; Studebalter-Paclcard, B&B; Time-Life, Y&R; I seg
Max Factor, DDB; L&M, Mc-E
Pharmaceuticals, Kletter
Aluminum, JWT; Union Carbide & Carbon, J. M. Mathes;
Campbell Soup, BBDO; Lever Bros, BBDO
Amer Chicle, Bates (alt wlcs 10-10:30); co-op 10:30-11
Eastman Kodak, JWT
R. J. Reynolds, Esty; Toni, North
Borden, Y&R; P&G, Y&R
Amer Oil, J. Katz; Hamm, Camp-Mithun; Time-Life, Y&R
Amer Gas (I 10 start), L&N; Bristol-Myers, BBDO; Philip
Morris (I 3 start) Burnett; Ronson, NCK; Singer, Y&R
Corn Prod, C. L. Miller
Amer Tob, BBDO
Nabisco, K&E
Gen Foods, B&B
Gen Foods, Y&R
Amana, Maury, Lee, Marshall; R. J. Reynolds, Esty
Amer Home Prod, Bates; Lever Bros, SSCB
Quaker Oats, WBT
Chevrolet, Camp-Ewald
P. Lorillard, Y&R; Revlon, LaRoche
Revlon, BBDO
S. C. Johnson FCB; Pet Milk, Gardner
Amer Tobacco, SSCB; Toni, Tatham-Laird
Nestle, B. Houston
Westinghouse, Mc-E
Lincoln-Mercury, K&E
Pharmaceuticals, Kletter
Bell, Ayer
P&G, G&B
Armour, FCB; Kimberly-Clark, FCB
Mogen David, Weiss & Geller
Alcoa, Fuller, Smith & Rcss; Goodyear, Y&R
Gen Elec, Y&R
Pharmaceuticals, Kletter
U.S. Steel, BBDO
Sterling Drug, DFS
Firestone, Sweeney & James
Mennen, Mc-E
Dodge, Grant
Dodge & Plymouth, Grant
Gen Foods, B&B
Helene Curtis, Ludgin; Sperry-Rand, Y&R
P. Lorillard, L&N; Toni, North (last show 12/28)
Lewis-Howe, DFS; Vicks, BBDO
Miller Brewing, Mathiesson; R. J. Reynolds, Esty; '/l sust
P&G, Compton
Prudential, Calkins & Holden
Skippy Peanut Butter, GBB
DeSoto, BBDO; Toni (I 10 start), North
P&G, B&B & Compton
Amer Tobacco, BBDO; Warner Hudnut, SSC&B
Hazel Bishop, Spector
Ford, JWT; Gen Foods, B&B
Sponsored Daytime Network Programs 7 a.m. -6 p.m.
PROGRAM
COST
NET
TYPE
TIME. ORIG
SPONSORS AND AGENCIES
As the World Turns 6.1
$ 3,000 tt
CBS
Serial (L)
M-F l:30-2pm, NY
P&G, B&B (T & Th sust)
Basket hall
—
20,000^
NBC
Sport (L)
Sa 2:30-4:30pm,
var
Carter, SSCB: Bristol Myers (I 5 start), DCS&S; Brown &
Wmson (I 5 st), Bates; 1 seg open wkly, 3 segs open alt
Big Payoff
7.5
6,000 tt
CBS
Quiz (L)
M-F 3-3:30pm, NY
Colgate, Houston (T sust)
Big Top (lasl 1/12)
10.5
16,000
CBS
Var (L)
Sa I2n-lpm, Phila
Natl Dairy, Ayer
Brighter Day
5.4
10,000 wk
CBS
Serial (L)
M-F 4-4:l5pm, NY
P&G, Y&R
Gapt. Gallant
9.8
31,000
NBC
Adv (F)
Su 5:30-6pm
Heinz, Maxon
Comedy Time
6.9
rerun
NBC
Sit Com (F)
M-F 5-5:30pm
Kraft (1 3 start), JWT; Pharmco, DCSS; Welch, Rich. K.
Manoff; 7 segs open & 2 alt segs open
Cowboy Theatre
5.6
2,500t;
NBC
Adv (F)
Sa 12:30-1:30
Sweets Co, Eisen; 2 segs open; 4 segs open alt wks
Bob Crosby
7.2
3,150tt
CBS
Var (L)
M-F 3:30-4pm, HY
Best Foods, DFS, Ludgin; Brown & Wmson, Bates; Gen Mills,
Knox-Reeves; Gerber, D'Arcy; Mentholatum, JWT; P&G,
Wesson, Fitzgerald; 1 seg
Compton; SOS, Mc-E; Swift, Mc-E, JWT; Toni, North;
Ding Dong School
5.8
l,600tt
NBC
Juv (L)
M-F 10-10:30, NY
Campbell Soup, BBDO; Miles, Wade; 8 segs open
Edge of Night
5.5
15,000 wk
CBS
Serial (L)
M-F4:30-5pm, NY
P&G, B&B
*Colqr show, ( L ) Live,
refer to average Bhow i
t week in J. 'I'll is lii
(F) Film, t:: weeks in ■», ttCost i-
osts including talent and production,
it covers period of '-"-' Dec. thru 18 J
per segment. List do. s not include participating or co-op programs — see chart. I
They are gross (include iv, a ission). The] do not include commercials or time chai
an. Telepulse ratings covei | l T 13 Nov. Figures i ow for the
Sponsored Daytime Network Programs 7 a.m. -6 p.m.
PROGRAM
rELEPULSE
COST
NET
TYPE
TIME. ORIG
SPONSORS AND AGENCIES
Fun-
8.0
33,000
NBC
Adv (F)
Sa 1 l-l 1:30am
Gen Foods, B&B; Borden, Y&R
Arthur Godfrey
9.5
4,150 ^
CBS
Var (L)
M-Th 10:30-11:30
am, NY
Amer Home Prod, Y&R; Bristol-Myers, Y&R; Gen Foods,
Y&R; Kellogg, Burnett; Norwich, B&B; Pillsbury, Burnett;
Scott Paper, JWT; Simoniz, SSCB; Stand Brands, Bates;
1 seg open
Guiding Light
8.8
10,000 wk
CBS
Serial (L)
M-F I2:45-Ipm, NY
P&G, Compton
•Heckle & Jeckle
7.0
6,000
CBS
Juv (F)
Su l-l:30pm
Sweets Co., Eisen; alt wks open
Hockey 1 1 5 start)
—
CBS
Sport (L)
Sa 2-5 pm. var
Carling Brewing, Lang, Fisher & Stashower
Howdy Doody
7.9
24,000
NBC
Juv (L)
Sa I0-I0:30am, NY
Cont Baking, Bates; Sweets Co, Eisen; V2 open alt wlcs
It Could Be You
3.7
3,000
NBC
Quiz (L)
M-F l2:30-lpm,HY
Amer Home Prod, Geyer; Brillo, JWT; Brown & Wm'son,
Seeds; Alberto Culver, Wade; Gen Foods, FCB; Lehn
& Fink, Mc-E; Welch, Rich K. Manoff; 4 segs open
An Linkletter
8.9
4,C00
CBS
Var (L)
M-F 2:30-3pm, HY
Campbell Soup, Burnett; Kellogg, Burnett; Lever Bros,
BBDO; Pillsbury, Burnett; Simoniz, Tat-Laird; Stand
Brands, JWT; Swift, Mc-E
Love of Life
8.5
10,000 wk
CBS
Serial (L)
M-F 12:15-30, NY
Amer Home Prod, Bates
Lone Ranger
9.8
18,000
CBS
Adv (F)
Sa l-l:30pm
Gen Mills, DFS; Nestle, Mc-E
Medical Horizons
5.2
22,000
ABC
Documn (L)
Su 4:30-5pm, Var
Ciba, JWT
Mickey Mouse ('lull
17.0
5,040 to
6,300+t
ABC
Juv (F)
M-F 5-6pm
Amer-Paramount, Buchanan; Armour, Tat-Laird; Bristol-
Myers, DCSS Carnation, Wasey; Coca Cola, McE; Gen
Mills, Knox Reeves; Mattel, Carson Roberts, Miles, Wade;
Minn Mining, BBDO; Pillsbury, Burnett; SOS, McE; 5 segs
co-op; 3 segs open
Mighty Mouse
12.8
20,000
CBS
Juv (F)
Sa 10:30-1 lam
Gen Foods, B&B; Colgate, Bates
Modern Romances
7.9
2,700
NBC
Serial (L)
M-F 4:45-5pm, NY
Alberto Culver, Wade; Kraft (I 3 start), JWT; Sterling,
DFS; Sweets Co, Eisen; 1 seg open
Garry Moore
8.2
3,600^
CBS
Var (L)
M-Th I0-I0:30am
F 10-1 1:30am, NY
Best Foods, DFS, Ludgin; Campbell, Burnett; CBS-Hytron
(last 1 4), Bennett & Northrop; Gen Motors, Campbell-
Ewald; Johnson & Johnson (I II start), Y&R; Lever Bros,
JWT; Nestle (1 10 start), Mc-E; SOS, Mc-E; Staley,
R&R; Swift, JWT, Mc-E; Toni, North; Yardley, Ayer; 1
seg & 4 alt segs open
Our Miss Brooks
6.6
rerun
CBS
Sit Com (F)
M-F 2-2:30pm
Best Foods, DFS; Gerber, D'Arcy; Johnson & Johnson (I II
start), Y&R; Nestle (I 10 start), Mc-E; 5 segs open & 5
alt segs open
Pro Football
—
2 million
CBS
Sport
Su 2-4:30pm
reg sponsors
ih^t 12/23)
package
Queen for a Day
10.2
3,ooon
NBC
Misc (L)
M-F 4-4:45pm, HY
Amer Home Prod, Geyer; Borden, Y&R; Brown & Wm'son,
Seeds; Chicken of Sea, Wasey; Corn Prod, C. L. Miller;
Dow, McM-J&A; Gen Foods (last 12 27), FCB; Lehn &
Fink, Mc-E; Mennen, Mc-E; Miles, Wade; P&G, Comp-
ton; Reddi-Wip, R&R; Sandura, Hicks & Griest; Stand
Brands (I 15 start), Bates; Sunkist, FCB; Toni, North
Search for Tomoi row
8.6
10,000 wk
CBS
Serial (L)
M-F 12:30-45, NY
P&G, Burnett
Secret Storm
5.2
9,500 wk
CBS
Serial (L)
M-F 4:15-4:30, NY
Amer Home Prod, Bates
See It Now (1/6)
—
125,000
CBS
Docum (F)
Su 5:00-6:00pm
Pan Am, JWT
Strike It Rich
8.2
15,000 wk
CBS
Misc (L)
M-F Il:30-I2n, NY
Colgate, Bates
Texas Rangers
10.4
18,000
CBS
Adv (L)
5a 1 I:30-I2n
Gen Mills, Tat-Laird; Sweets Co, Eisen
'] rim Ernie Ford
5.3
3,500tt
NBC
Var (L)
M-F 2:30-3pm, HY
Brown & Wm'son, Seeds; Miles, Wade; Minute Maid, Bates;
P&G, B&B; Stand Brands, Bates; Swift, Mc-E
1 i. Tai l1
3.9
2,500tt
NBC
Quiz (L)
M-F I2n- 12:30, NY
Kraft (1 3 start), JWT; Mentholatum, JWT; Sweets Co,
Eis'jn; Toni (1/7 start), North; 6 segs & 2 alt segs open
Valiant Lady
7.5
10,000 wk
CBS
Serial (L)
M-F I2n-I2:l5, NY
Gen Mills, DFS; Nestle (I 10 start), Mc-E; Stand Brands,
JWT; Toni, North; Wesson, Fitzgerald
Wild Bill ilirk..k
7.4
27,000
CBS
Adv (F)
Su I2:30-Ipm
Kellogg, Burnett
*Zoo Parade
7.1
12,500
NBC
Misc (F)
Su 3:30-4pm
Mutual of Omaha, Bozell & Jacobs; alt wks open
Specia
Is and Spectaculars
Scheduled for 22 Dec- 18 Jan.
PROGRAM
COST
NET
TYPE
TIME. ORIG.
SPONSORS AND AGENCIES
1 I • v \ Show
$145,000
NBC
Var (L)
Su 9-10, HY**
Chevrolet, Camp-Ewald— 1 2 28, 1 13
& Fri 9-10, HY**
1 otton Bow 1 Gam<
once only
NBC
Sport (L)
Tu 1 :45pm-concl
Bristol-Myers, DCS&S; Carter, SSC&B— l/l
Gatoi Bowl Game
once only
CBS
Sport (L)
Sa 2-5pm
Carter, SSC&B, R. J. Reynolds, Esty— 12 29
1 (range How 1 < '•
once only
CBS
Sport (L)
Tu 2pm-concl
Buick, Kudner— 1 1
Produi ■ 1 5' Sh
-e
320,000
NBC
Drama- (L)
Music
Sport (L)
M 8-9:30, NY**
RCA, K&E; Whirlpool, K&E— 1 7
Rose Bow 1 Garni
once only
NBC
Tu 4:45pm-concl
Gillette, Maxon — 1 1
Rose Parade
35.3
once only
CBS
Misc (L)
Tu 1 1 :45am- 1 :45pm
Quaker Oats, Lynn Baker — 1 1
*Rose Paradi
once only
NBC
Misc (L)
Tu 1 1 :45am- 1 :45pm
Minute Maid, Bates; Florists Tel Del Assn, Grant — l/l
5al Spectai ulai
—
250,000
NBC
Drama- (L)
Music
Var (L)
Sa 9-10:30, NY**
RCA, K&E; Whirlpool, K&E; Oldsmobile, Brother— 12 22
Shower el Stai
140,000
CBS
Th 8:30-9:30, HY
Chrysler, Mc-E— 1 10
* Washington Sq,
125,000
NBC
Var (L)
alt Su 4-5, NY
Helene Curtis, Ludgin — skips 12 30
Widi Wide World
14.6
195,000
NBC
Misc (L)
alt Sun 4-5:30, NY
Gen Motors, Brother & Camp-Ewald
■how, lh) Live, (F) Film, t:i weeks in 4, ttCost is per egmenl I. I I- <.■ ' include " mining, participating or coop programs — see chart. # Costs
costs includ and production, The; arc gross (includi i igenc; coi I sion) Thej do not include commercials or time charges.
I'li., 22 Di thru 18 Jan. Teli tinge covei period 7 13 Nov. Figures represent average rating per show fur the week.
wlVl/\r1/\ • • • A Gourmet's source of supply. ..a rich
market in which to sell your products!
No matter where you slice it. ..in the "21 Club" in New York, in
"Galatoire's" in New Orleans or "The Blue Fox" in San Francisco —
you can bet that wonderful steak came from Omaha. Nothing else
matches the quality and flavor of beef corn-fed on the rich farm lands of
Nebraska and Iowa.
Yessir, once you taste Omaha steaks, you'll understand why we've
earned the title — "the Steak Capital of the World"!
the experts pick Omaha Beef for the Best Eating...
and Omaha's WOW-TV for the Best Selling!
You'll find WOW-TV the advertiser's "Prime Choice" in the
rich Omaha Market with 12 of the top 15 shows in the latest Pulse
and 1 1 of the top 15 in ARB. For the broadcast week as a whole,
Pulse gives the leadership again to WOW-TV in 183 quarter hours,
against 91 for the second station. ARB, too, puts WOW-TV way
out in front — 290 quarter hours to 164!
OW-TV fi
FRANK P. FOGARTY, Vice President and Generol Manager
FRED EBENER, Commercial Manager
IN OMAHA it's WOW and WOW-TV
IN SYRACUSE it's WHEN and WHEN-TV
IN PHOENIX it's KPHO and KPHO-TV
IN KANSAS CITY it's KCMO and KCMO-TV
represented by BLAIR-TV, Inc.
represented by The KATZ Agency
represented by The KATZ Agency
represented by The KATZ Agency
Meredith Stations are affiliated with Better Homes and Gardens and Successful Farming Magazines
SPONSOR
22 DECEMBER 1956
47
5. SPOT TELEVISION BASICS
^%s part ul sponsor's regular monthl) report on basic
spot t\ data, this month's section provides two break-
downs of spot t\ spending and one breakdown of viewing
habits on a time /one basis. The two charts on this page
are from TvB's regular quarterly reports on gross time
spending and cover the third quarter of this year. The
figures are compiled 1>\ \. C. Rorabaugh Co. The chart
at right is a breakdown of spending l>\ the nine I . s.
census ic-ious. The chart below is a double breakdown
of s|)oi spending b\ both time of da) and type of buy.
Each of the four types of buys is broken down by three
day-parts and each day-part is. in turn, broken down bv
type of buy. The chart on the next page is a breakdown
of sets-in-use, audience composition and viewers-per-set
for I . S. tv audiences b\ three time zones. The time
zone breakdown is of particular interest to spot clients,
who cannot gel usable material from national rating
figures. March figures provide a close-to-average picture,
somewhat in between the peaks and valleys of wintertime
and summertime t\ viewing among I . S. tv homes.
Expenditures by U. S. Regions
3rd Quarter 1956
REGION
DOLLARS
(add 000)
PERCENT
\cw England
$ 5,237
6.2',
Middle Atlantic
22,254
26.5
East North Central
17,212
20.5
West North Central
5,462
6.5
South Atlantic-
9,848
11.7
East South Central
3,099
3.7
\\ est South Central
6,373
7.6
Mountain
2,051
2.5
Pacific
12,327
1 1.8
TOTAL
$83,863
100.0%
5IIIIIIIIIIIIIIIIIIIIII II I III! I llillllillliililiuiuiiili I iiiiiiiuiniiiiiiii ]|iiiiii:;;iiiiniiiii;iiii!iii.:;.
Expenditures by time of day/type of buy, 3rd quarter 1956
I IIUIIilUIIIIIE
DAY
PART
ANNOUNCEMENTS
$ (000)
•0 of day-
part for
jnncf".
% of annct.
buys for
day-part
ID'S
10001
% of day-
part for
IDs
% of ID
buys for
day-part
PARTICIPATIONS
(000)
°o of day-
part for
partu .
% of partic.
buys for
day-part
SHOWS
(000)
°0 of day-
part for
shows
°o of show
buys for
day-part
TOTAL
$ (000)
Total day-
part buys
% of all
spot buys
for day-part
Day
$ 9,752 26.3'
37.9°o
Night
Late Night
TOTAL
25,328 68.2
51.3%
2,042 5.5
23.3
$ 1,869 18.4°o
7.3%
7,884 77.7
16.0%
397 3.9
45
$ 9,771 54.4'
38.0%
$ 4,341 23.3'
16.8%
$25,733 30.7'
100.0%
4,012 22.3
8.1%
12,136 65.1
24.6%
49,360
100.0%
58.9
4.180 23.3
47.7%
2,151 11.6
24.5%
$37,122
44.3
100.0
$10,150
12.1
100.0
$17,963
21.4%
100.0
$18,628
22 2
100.0
8,770
100. 0°,
$83,863
100.0%
10.4
100.0
NOTE : ick percental i
when
bottom line ill -i»"
li il column >• i 'fiii late night).
i:;
sniN.sOH
22 mm misi i; l'>.~><>
AUDIENCE COMPOSITION, SETS-IN-USE BY TIME ZONES
Time period
7-11 average
7-8
8-10
10-11
Noon-6 p.m.
7-11 p.m.
t
7-9
9-11
11-1
1-3
3-5
5-7
Sets in use
62.7%
53.8
71.7
556
Eastern time zone
Sunday through Saturday nighttime
A
21.7%
67.5
112%
15.3
21.4
14.2
21.8
35.5
Men
35%
31
34
42
Women
44%
36
45
49
Children (under 16)
21%
33
21
9
Saturday and Sunday afternoon and evening
A
29%
37
29%
42
Monday through Friday daytime
A
17%
7
15
15
13
19
35%
36
56
61
53
24
42%
21
48%
57
29
24
34
57
Viewers-per-set
2.5
2.6
2.5
2.2
2.7
2.7
2.1
1.7
1.7
1.6
1.9
2.3
(
7-11 average
7-8
8-10
10-11
Noon-6 p.m.
7-11 p.m.
f
7-9
9-11
11-1
1-3
3-5
5-7
59.7%
70.7
67.2
33.8
24.3%
59.5
16.3%
15.6
20.5
17.4
25.4
41.9
Central time zone
Sunday through Saturday nighttime
A
35%
30
34
40
43%
38
44
49
Saturday and Sunday afternoon and evening
A
32%
36
32%
40
Monday through Friday daytime
A
22%
12
16
15
11
21
37%
51
50
63
42
29
22%
32
22
11
36%
24
25
2.9
2.6
2.1
2.6
2.8
41%
2.3
37
1.8
34
1.9
22
1.7
47
2.0
50
25
Pacific time zone
7-11 average
7-8
8-10
10-11
Noon-6 p.m.
7-11 p.m.
f
7-9
9-11
11-1
1-3
3-5
5-7
67.8%
74.5
74.7
46.2
21.4%
63.6
6.6%
9.8
17.9
12.9
19.6
47.6
Sunday through Saturday nighttime
A
37%
34
35
41
43%
37
43
48
Saturday and Sunday afternoon and evening
A
33%
39
30%
42
Monday through Friday daytime
A
8%
10
12
14
12
20
41%
47
45
60
38
25
20%
29
22
11
37%
19
51%
43
43
26
50
55
2.4
2.6
2.5
2.1
2.5
2.5
1.9
1.6
1.7
1.6
2.0
2.5
SOURCE: ARB. MARCH 1956. MOUNTAIN ZONE NOT MEASURED.
SPONSOR • 22 DECEMBER 1956
I')
PORTER
[Continued from page 33)
consumption periods, add up t" a
strategy which "increases frequency
and also surrounds the breakfast and
dinner hours with Ogg's sales mes-
sages."
The <jnd results of this all-radio
schedule— when matched with product
goals would be as follow-:
I . ( .o\ ei a^e ill all hoiiscw i\ is. in
urban areas, in larger families with
middle income and in all age groups.
Households would be reached an aver-
age of 2.'! times, with a "reasonably
close" match against the market pro-
file.
2. .Maximum frequencv and season-
al peaking. During the peak five
months. Ogg gets 20 broadcasts per
week. ID per week during seven
months.
3. Adequate time oi -pace. In net-
work, one and one-half minutes: in
spot, one minute. \nd. in a supple-
mental newspaper promotion not in-
cluded in the original budget, I. ODD
lines.
1. Maximum efficiency. Estimates
for cost-pei -1. ODD in network. ~')r : in
spot, $1.19; average, D."><\
.">. Dominance in a major medium.
Porter says "$750,000 in radio. 72D
million home impressions, a frequency
of ID to 2D per week, would appear to
he dominam e !
6. To surround mealtime. Early
morning, noontime and late afternoon
time period- ""accomplish this objec-
tive.
1 [ere s w h\ Porter did not choi ise
other major media :
Television: "Budget limitations
would restrict a l\ sp()| schedule to
approximately three davtime minutes
pei week iii the top .">( I markets, leav-
ing little ui mi latitude for seasonal
peaking. \ shorter commercial length
(20 seconds or i.d.'s) is ruled out |>\
copy requirements, so thai the advan-
tage ol high ratings and or medium
are not possible. \ml Ogg would not
have the opportunity to be dominant
in t\ because ol the heavy spending
in tin- medium bv Compel ilion.
Newspapers: "While newspapers
maj occup) an important place in
Ogg's promotional -i rategy . the large
-pare required foi adequate treatment
of Ogg's copy platform precludes the
use o| the medium for a sustaining,
high frequency advertising program."
Magazines: "The use of sectional
edition- of store hooks, and certain
split runs in major magazines, would
be a possibility. \\ ith a larger budget,
the former might well be a logical ad-
dition to the plan presented. However,
with high frequency and super effi-
ciency as basic criteria, it was fell thai
these publications should nol replace
any radio and water down the domi-
nance attained through concentration
in one medium.
Outdoor: ""\\ hile highly efficient, the
multi-reason cop\ eliminates outdoor
from the creative standpoint."
The suggested radio effort would tie
in with a Win-A-Kitchen contest, to be
announced with the start of increased
consumption in both the North and
South sales areas. Consumers would
send in two labels, with this designed
to create "consumer stocking at the be-
ginning of the period of peak con-
sumption. During this period, the pro-
motion would he plugged aggressively
on both the network programs and in
the spot schedules." said Porter.
Commercial spoofs Ogg
In ("including his all-radio presenta-
tion, he submitted the following radio
commercial as a bit of creative levity
following his serious media presenta-
I ion.
i BANG OF SHOTGUN) That's
how fast . . . vou can make a cup of
Ogg's Potable! (BANG). JINGLE:
Ogg's Potable, Ogg's Potable, it's the
magic brew. Ogg- Potable. Ogg's Po-
table, the flavor come- light through.
Ogg's Potable. Ogg's Potable, defies all
pure I I laws. So easv to make —
lake an Ogg break, and take a Potable
pause.
iSOl \l):
SI. I SHING)
SI NO: Take a Potable pause.
(BANG)
That's how fast Ogg's cheerful,
lii-kv llavoi turn- vou into the per-
son you wish vou were! Ogg's . . .
Potable. This brown-magic brew trans-
forms a crotchet) poppa into a pur-
lin- kitten. I n wind- a housewife's
nerves. Sweetens fussy youngsters.
Ogg - Potable floats away all the day -
cares ... in one surge of southing
w ai mlh. \ml i liter potable in the
W ol Id is so ea-\ In make, and v el SO
teeming with home-simmered llavoi.
Jii-I slip a heaping spoonful of Ogg's
into a cup of boiling water, and — -
ahhhh! Drink up! Blended from the
secret formula discovered bv York
Oggs in 1837. jealously guarded bv his
kinfolk to this dav . Ogg's Potable is a
fabulous combination of tender, juicy,
little mountain ogglets, exotic Chatta-
i ga spices and a light lacing of gun-
powder. \\ inter oi summer, steaming
or iced. Its the one potable vou can
I lew in seconds — the great brown-
magic brew that send- your spirits
(BANG BANC BANG)
up — up — I P! ^
DECKINGER
[Continued from page 33)
sumer. to whom taste is important, but
to the preparer — the housewife — to
whom convenience is important."
2. The marketing characteristic- of
the product: distribution of consum-
ers by geographical areas and sex. age,
socio-economic status and background.
Grey's media strategist in this case
keys flexibilitv bv geographic area and
by markets. And he chooses dav time
Iv for the following reasons relating to
the marketing characteristics ol Prod-
uct X.
"It reaches the housewife, who is
the primary purchasing agent, and it
reaches the at -home -in -the -daytime
housewife. It does its best job in the
bigger families, which I am told are
the important one- (for this product i.
so that it's the housewife in the bigger
families who represents mv important
objective.
"There arc dav lime program- which
have middle and lower income lean-
ings, despite the upscale, income-wise
leaning- of the medium. I can aim
downscale with lv. bv getting with the
soap opera- and whatever program- go
that wav. This is an urban product,
and Iv i- an urban medium. I he
product has \nglo-Saxon leaning-, and
I think I'll find thai the Vnglo-Saxons
will be found more in the medium
sized tow n-.
3. The merchandising character-
istics of the product, the method, and
agencies ol disti ibution.
""I can oidv -av thai Iclcv ision is a
very merchandisable medium, and if
the right medium happen- to be mer-
chandisable, that's fine. In the case ol
this particular product, which is No. 1
or No. 2 in virtually all its market-.
50
SPONSOR
22 in i i \iiiku lD.ii)
and which seems i<> be going ahead. I
would guess thai merchandisabilit) i-
nol an importanl factor anyway."
I. I lie >i/c ol the basic investment
required to do a significant job in
each of the various areas being con-
sidered.
This is the starting point in Deck-
inker's recommendation, lie said. "We
want to do a good job in any medium
used in any given market, before we
add on another medium in that mar-
ket."
That's wh) his basic recommenda-
tion was "a good, strong use" of day-
time tv, with "this minimum achieved
before we go to evening television and
then to radio."
5. The flexibility with which a cam-
paign in each medium can be expand-
ed <>r contracted.
"Broadcast media allow me a lot of
good flexibility. The copj sounded to
me like something thai requires a min-
ute to tell the story. But I can con-
ceive of doing it in 20 seconds to get
bigger ratings in fact, even in some
additional 10-second announcements
at the beginning of the season just to
remind everybod) aboul this particu-
lar potable when the) re buying most
of this type."
6. I he econoim with which an au-
dience can be reached.
This is "rather a treacherous area."
said the media director.
"To paraphrase an old proverb.
we re comparing apricots and tange-
rines. For what it's worth, we feel hap-
py about the fact that, among the ma-
jor media, spot daytime tv is about as
efficient as vou can get. If the choice
has to be one or the other, we'd rather
that it he among the less expensive per
contact than among the more expen-
sive. That way, we don't have to ra-
tionalize win we don't care about the
cost per contact."
7. ^ ear around effectiveness, or
lack of it.
The product is highly seasonal in
sales, peaking in the South during
warm weather months, in the North
during cold weather.
Tv and radio are likewise seasonal.
said Deckinger. "The summer months
are quite a problem in these media.
We would therefore pick up a few
extra spots in the summer in the South,
when were trying to emphasize the
product there. Seasonality is almost
automatic in the North. If I just ran
five commercials all year round, the
seasonal nature of the medium would
automatical!) fluctuate with the sea-
sonal \ ariation in m\ product."
\nnouncement frequenc) in the
North, therefore, would be intensified
in January. February and March and
again in October, November and De-
cember, when schedules in the South
would be at their lowest. Southern
schedules, conversely, hit a peak from
mid-March to mid-September, when
buying stress diminishes in Northern
markets.
8. Competitive advertising.
Product X's main competitors are
not only out-spending it but out-spend-
ing it specificall) in the broadcast me-
dia. Should the strategy, therefore, be
to go into another medium complete-
ly? Or to stay in broadcasting'.''
Deckinger chooses to stick with the
latter, because "with good buying I
can match mv $750,000 against his SI
million and come out okav.
"I know that it is often said that if
a medium is overcrowded, you might
gel lost in the shuflle. To some degree.
however, the overcrowding actually
presents a favorable atmosphere. It
creates a situation in which your par-
ticular type of product has a chance of
succeeding because people are think-
ing along that line.
"Make your cop) and your buying
belter, and you'll win the battle."
Copy platform is vital
In summarizing the major consid-
erations in his choice of daytime tv as
the basic medium. Dr. Deckinger said
"the most important single factor is
the cop) platform, followed — in order
— by the marketing characteristics and
the size of the basic investment.
As a windup to his presentation in
favor of daytime tv for Product X, he
showed the anahsjs which covered
"the proper relationship of frequency
rate and the impacl of advertising."
Frequency, in the first place was ad-
justed seasonally. In this calculation,
he assumed sales were about one-half
heavier in season than out of season.
I le also assumed the same seasonal pat-
terns in North as well as South. His
1 ui \ i n o phm balances out to this pat-
tern:
An average of five announcements
weeklv in the North in the winter, four
in the summer; three in the South in
the winter, six in the summer: making
over-all averages of four in the winter
and live in the summer, or four and
one-half \ ear-round.
In terms of four-week cumulative or
total rating, the schedule delivers
"something like a third to a half more
home contacts in-season than off-sea-
son."' \nd in terms of net coverage —
the percentage ol homes reached at
least once — the box score looks like
this: "I gel into II '< of all tv homes,
which is pretty good when you con-
sider that only about 60' 1 of all tv
homes use their set at all on adult pro-
grams in a four-week davtime period."
"Market dent" is big
The minimum "market dent."' as be
puis it. in any one season in four
weeks is about 36%, with the maxi-
mum, 45%.
The final media "dimension is fre-
quency, or real repeat contacts on
homes reached at all. "This varies
from three to almost lour times a
month, which is excellent for televi-
sion.
Summing up his recommendations,
and the reasoning behind them, Dr.
Deckinger re-emphasized the creative
factor w ith the assertion :
"Interpretation of the creative strat-
egy, in 0(1', of all cases, is the most
important factor in media selection.
That media selection encompasses:
"Daytime lv. to reach the buying agent
in mv best families, in a medium that
allows mv cop) strateg) its lnllest ex-
pression.
This is supplemented, if possible.
"with further demonstration in eve-
ning lv for audience extension to the
10', of tv homes — less on target, but
still containing at least some potential
users which don I view adult lv in the
davtime. Ibis would give additional
coverage of the primary market, since
at least some of these folk look at tv at
night, too.
And. if there's still more money,
he'd "add cheap message frequency,
particular I v at the beginning of the
season, with radio. This adds further
audience extension through coverage
in the .'!_' , of homes in the area
w Inch do not hav e tv sets.
This advertising plan hits "the best
target home-. \\ e have good coverage.
considering the product is used bv
00', of the homes, and our brand av-
erages a I'd', share in these 60% of
homes. We could do a wonderful busi-
iiess-holding and business-building job
on the homes thai we reach with the
basic plan." ^
SPONSOR
22 DECEMBER 1956
51
SPONSOR ASKS
What are the biggest trends in spot tv this
year, and what is the outlook for 1957
Ed Fitzsimmons, vice president, II eed
Television Corp., Vew ) ork
There were man) factors contributing
to the upsurge in spot tv in L956.
\ most important development was
the sensational pain made in the use "I
feature Idius for major spot cam-
"features
mean
family viewing'
paigns. I he large-scale release on
major studios qualit) products, with
lip-name stars, brought about a tre-
mendous volume of new business in
national spot. The huge audiences at-
tracted to feature films — even in late
nighttime -brought aboul an exten-
sion ol "prime time" on main t\ sta-
tions, making more announcement
periods available and saleable. And.
feature film viewing mean- "famiK
viewing"— a factor readil) appreciated
l'\ timebuyers.
Besides the enhanced merchandising
effectiveness, there is now widespread
' program status" attached to spot tv.
1 real h eness in novelty and sen ice in
spol reached a new high in L956. The
animated characters and live per-
formers were backed bj topflight
sci ipts, resulting in commercials thai
had definite entertainment value as
well as sales impact.
\ll the achievements ol L956 pro-
\ ide a solid base for an excellent 5 eai
ahead. We are confident that L957 will
fie a topflghl year. But the rep's selling
jol> doesn i permit an) relaxing in
promoting the spol medium.
\\ itli the national political \ eai past,
there will be a cleai road to solid
bookings with no preemption problem.
\cw business and renewals ahead)
substantiate the optimism Weed
staffers anticipate for 1957.
Marty Nierman, " sales manager,
Edward Petry & Co., >\'cw York
Perhaps the most significant develop-
ment during 1956 was the greater use
of motion picture packages to supple-
ment network operations. This proved
especiall) effective during the daytime,
sets-m-use
incri'ti
sed"
where in mam instance- scts-in-use
increased and. accordingly, a greater
use was made of daytime 1\.
The use of films gave the station
maneuverabilit) in delivering top at-
tractions to advertisers.
Marginal time came more into de-
mand because of the audience buildup
. . . and with the upswing in minute
commercials, the movie features gave
advertisers a strong program vehicle
in which to reach a maximum audi-
ence.
Ml evidence seems to point to an
expansion in this field as the newer
nio\ ie packages take hold.
It seems that L957 ma) develop -till
anothei ana in stations local pro-
graming.
Certainl) iv new- is now in a posi-
tion to strike out on il- own. News
facilities ami -lalfs have improved
tremendousl) . People are more con-
scious ol the tow - as the international
situation (imi inues to boil.
In effect, stal ions in 1957 w ill. even
more than in the past, go out on their
own to develop properties, either film
or local, that will readily identif) them
to the local viewer. The stations will
strengthen their daytime, early and
late viewing, giving their audience a
more diversified fare.
Frank Pellegrin, vice president, H-R
Television, Inc., Vit> York
Trends in spot television in 1956 indi-
cate a growing maturit) of the medium
and the continuation of its rising costs.
In programing and spot buying,
lOoO marked the beginning of the big
shift to feature film after the long
hevdav of the half-hour syndicated
show. A trend awav from i.d. cop)
and to longer commercial- hegan with
tentative approaches to the 91 (-second
spot and to the piggy-back commercial,
wherein two products could divide the
i ising cost of tv advertising.
Timebuyers continued to stav awav
from uhf in mixed markets, practically
putting an end to the dream ol inte-
"piggy-bach
commercials'
grated television and making il al -I
mandator) for a market to fie all vhf
or all uhf.
I he continued rise of the VBC Tele-
\ ision network made it easier in L9 »6
in secure high-rated network adjacen-
cies in three-station markets.
Ic>.~>7 -how- ever) indication of con-
tinuing the upward spiral in numbei
of stations, in total dollar v olume and
in ri-ing rates, although the latter are
beginning to reach a plateau as more
iii.ii kd- approach set saturation.
52
SPONSOR
22 DECEMBER L956
Joseph Bloom, president, Forjoe & Co.,
New ) ml.
In 1956, spot tv trends were quite
noticeable in the expansion of daytime
telecasts. At the same time, the highly
crowded conditions prevailing in
choice ("lass A evenimi time resulted
"overcrowding
should
diminish
in further exploration and development
of early and late evening timebuying.
In a number of industrial areas, the
surveys reflected an increase in late
nighttime viewing as factory produc-
tion went on a two and three-a-da)
shift basis. As ABC TV network pro-
grams improved, and as independent
t\ programs received support from the
release of major feature libraries, a
greater flexibility of tv buying resulted.
With the further development of the
guaranteed rating, combined with a
saturation type plan, the stations with
smaller survey ratings were able to
make a better sales impression. All in
all, 1956 was a year of definite ex-
pansion into so-called less important
time segments and lower survey rated
stations.
For 1957, the competition between
"live" network and film shows will
continue. The successful competition
of independent tv stations using major
film studio package- will present a
sharp challenge to Class A evening
time on the networks. The rating
battle will continue, and the advertiser
will benefit because of the stronger
competition, which produces belter tv
values. The over-crowded conditions
formerK prevailing on network sta-
tions should diminish as advertisers
discover other and more favorable
time periods in different time segments
or on other stations than the prefree/e
t\pe.
There are sonic advertisers who
would like to stifle competition so tha
they can control all the top t\ time
1 his is dangerous to a healthy t\ in
dustry. For this reason, 1957 is defi
nitely a banner year for breaking thi
stranglehold as tv stations find better
ways to reach and attract audiences
without network programs. ^
ONE WILL DO/
Just one station . . . WBNS Radio . . . will
fatten your sales average in Columbus and
Central Ohio. WBNS delivers the most listen-
ers . . . twice as many as the next biggest
station. The most and also the best. With
28 top Pulse-rated shows, WBNS puts push
behind your sales program. To sell Central
Ohio . . . you've got to buy WBNS Radio.
CBS FOR CENTRAL OHIO
Ask John Blair
The number one Pulse station
covering 1,573,820 people with
2 Billion Dollars to spend.
iviftl
I irac
radio
COtUMBUS, OHIO
SPONSOR
22 DECEMBER 1956
53
h
there's
something
special
about . . .
dOdM
out 's3Ai;B;uasajday H'H
Xq pa^uasajdey
aayunj^ — jvmnffl — jay
S»BM 000'S — sapAooji>i oif'l
^noipauuoQ 'pJoj}JBpj
it's a
TELE-BROADCASTERS
station
TELE-BROADCASTERS, Inc.
41 East 42nd Street
New York 17, N. Y.
MUrray Hill 7-8436
//. Scott Killgore, President
Owners and Operators ol
KUDL, Kansas City, Missouri
WPOP, Hartford, Conn.
WKXL, Concord, New Hampshire
WKXV, Knoxville, Tennessee
•'
r. Sponsor
E. Archie Mishkin: "hi-fi fanatic"
If Mm re going to do something, do it right," says Archie
Mishkin. fast-moving young president of Ba\ uk Cigars.
To Mishkin thai statement mean- work and more work. A CPA
and financial man originally, Mishkin feels that he. as top executive
of the firm, must have a strong voice in all phases of marketing
and advertising of the company's 30 or more products.
'"Our emphasis in our radio and tv advertising is upon sports
programing," he told SPONSOR. "A man is in a hetter frame of mind.
more receptive to our sales message when he's listening to sports. And
ue respect this mood bj not jolting him <>ut of his chair with our
commercials.
Bayuk's commercials, written and produced l>\ Bayuk's agency,
\l Paul Lefton in Philadelphia, often feature the very sportscasters
"Tell a man about a cigdl riiihl after dinner"
who star in the firms main spot radio-tv >lin\\- throughout Eastern
and Northeastern I . S.
"The ideal time to tell a man about a cigai is right after dinner,
says Mishkin. "But since ue can't al\\a\s get him at that time
because of tight availabilities, we Feel he's a> receptive later in the
evening during a sports program. \n<l wherever we're sponsoring
,i sportscaslci or local personalis who can project sincerity, we use
live coi srcials. Otherwise, a direct but relaxed-sell cartoon com-
mercial is what we're most lilcelj to use in i\.
Besides cosponsoring 111 Phillies' baseball game- over \\ IP.
Philadelphia in the pasl year, Bayuk sponsored the Philadelphia
Warriors' pro basketball name- ovei \\< \l . Philadelphia. Totally.
Bayuk sponsored baseball games over six to eight tv and L5 to 20
radio stations. In L956, Bayuk also sponsored Meet the Champions,
starring Jack Lescoulie, Saturdays 6:45-7:00 p.m. over a limited.
sl-ONSOK
22 DECEMBER 1956
SPONSOR • 22 DECEMBER 1950
.-,-,
Mr. Sponsor continued.,
DO YOU NEED
AN ADVERTISING
OR SALES PROMOTION
MANAGER?
I am seeking a challenging posi-
tion with opportunity. I have
over 11 years of diversified ex-
perience in creative merchandis-
ing and advertising; sales promo-
tion; radio station administra-
tion; production; management-
agency liaison; and writing. If
your business (including agency
or radio-TV station i needs sound
ideas which "sell", please write
to Sponsor Magazine, Box 2212,
to arrange an interview. Person-
able, married, 33 years of age,
and ambitious. Master of Arts
degree. Highest recommenda-
tions. Will relocate.
WATCH FOR:
Radio Results
29 I )(■<■(■ in I ><i
TV Results
) Januai \
Special Film Issue
. . . . 2 Februai \
More use artii Irs and
use news from
SPONSOR
the weekly magazine TV/Radio
advertisers usi
18-station NBC TV network. Of its $1.3 million budget, well over
50' ! was in air media.
Mishkin, a tall, heavy-set man of 38, became Bavuk president in
1956. While he grew into the job from a financial background,
Mishkin quickrj took over the rein> in various aspects of marketing.
All advertising strategy developed 1»\ the agency has to be approved
by him, and Mishkin has been known to turn the tables by suggest-
ing a program bu) nr announcement campaign himself.
'"The cigar business is highK competitive," he told sponsor.
"But it has a vast and insufficient!) explored market We consider
any man from 1!! to 80 a potential customer."
Despite Bayuk's national distribution, its radio-tv effort is heavih
concentrated in the Eastern regions of the country.
"1 hat s where the hea\ \ population centers are." Mishkin told
sponsor. "" \nd we feel the air media are particularly effective for
penetrating those areas."
Sales pattern suggests regional advertising
In 1955 the cigar firm experimented with network programing.
sponsored Walter Winchell's newscasts over ABC TV for six months.
""lis difficult to pin down precise sales results," says Mishkin.
'"But we feel the program did an effective job. On the other hand,
cigar companies generally face various regional situations, with
sales differing tremendously between one area and another. There-
fore we've found that pinpointed spot Inns or regional networks
ma\ be more effective for us."
With its estimated $45 million volume in 1956, Hayuk ranks
second in the industry, according to Mishkin. behind Consolidated
Cigars and approximately on a par with General Cigars. Bayuk has
been riding a prosperity wave, with sales rising 2!!' < in 1955 from
$34.5 million to $44.3 million. While aggressive advertising policies
have been a factor, the company's growth must also be attributed to
the purchase of two other brands of cigars. Ro\ alist and John Ruskin.
In discussing Bayuk's future. Mishkin said. "It will be m\
principal aim to see that Bayuk Cigars earns an equitable return
on the $21 million which our stockholders have invested.
When ambitious voung Archie Mishkin began planning his career
20 years ago as a New York schoolboy, he had no thoughts of a
tobacco career. At 21. Mishkin. the son of Polish immigrant parent-,
became a full-Hedged certified public' accountant.
"I always thought that CPA work would be a stepping stone to
general business acti\il\. which ac lualK suits m\ temperament belter
than juggling figures."
From doing tax work for a Cuba leal tobacco company,
Mishkin quickl) rose into sales and administrative work. In 1955
he was appointed v.p. and treasurer of Bayuk Cigars, shortly there-
after became executive v.p. and in October 1956, president.
Despite the frantic business pace. Mishkin finds lots of time to
spend with his wife and their two small children in Merion, a
suburb of Philadelphia. Mishkin describes himself as an avid
reader ol non-fiction and as a "high-fi fanatic."
"I'm even intense about mj hobbies," he told sponsor, drumming
rapidlj on the telephone dial while his thoughts moved on to the
problem- at hand.
"We're planning our 1957 advertising right now. he said.
"Radio and l\ will continue to be important to us. ^
56
SPONSOH
22 DECEMBER L956
A weekly listing of changes
in the advertising and broadcast fields
EW AND RENEW
ADVERTISING AGENCY PERSONNEL CHANGES'
NAME
John F. Astengo
Elias B. Baker
| Lawrence Barnard
Ceorge B. Bogart
Walter Bowe _
Vera Brennan
Ceorge T. Carroll
John B. Cunter —
Harry Hess
Richard Irwin
Stuart D. Ludlum
Phillip Luttinger
R. Douglas MacNamee
James A. Mount
Tom O'Dca
Martin Oechsner
Norman S. Passman
David E. Robinson
Melvin H. Ross
Eleanor Jane Schiavone
Tom Slater
John W. Spellman, Jr. _
Sven Thornblad
Florence Ward
Ruth West
FORMER AFFILIATION NEW AFFILIATION
Robinson-Hannagan, special pub rcl prog Ted Bates, Hy, publicity & mcrch
Carl S. Brown, NY. vp, acct super Same, exec vp
Carl S. Brown, NY, merch dir Same, vp
Calkins & Holden, Chi ._ Same, office mgr
SSC&B, NY, timebuyer Same, associate media dir
Schcidler, Beck & Werner, NY, dir timebuying dept SSC&B, NY, media dept
Bresnick Co, Boston, dir media-research Same, vp mkting & sis devel
Cardner Advertising, St. Louis, acct exec
CBS, NY, super beast film operations DFS, NY, admin asst to vp chg r-tv commercial prod
Ruthrauff & Ryan, Chi, acct exec Same, vp
C. ). LaRoche, Beverly Hills, office mgr Same, also vp
Richard Manville, NY, dir research Bresnick Co, Boston, dir media-research
. _Ruthrauff & Ryan, NY. dir r-tv copy Same, vp
__KCW, Portland, Ore, gen mgr Pacific National Advertising, Portland, Ore, dir sis prom
. William Esty, NY, timebuyer _. SSC&B, NY, media dept
.Ruthrauff & Ryan. NY, vp DCS&S, NY, vp, acct exec
Emil Mogul, NY, sis analysis
_C. |. LaRoche, NY, research dir Same, also vp
L_DFS, NY, asst project dir Emil Mogul, NY. research
Lavenson Bureau, Phila, spacebuyer Same, asst media dir
Fuller & Smith & Ross, Clcve, dir tv-r films, western div Same, vp
BBDO. Boston .Bresnick Co, Boston, mkting & sis devel
Hicks & Creist, vp, dir pub rcl Sven Thornblad Sales Engineering. NY, head
Horace N. Stovin, Winnipeg S. W. Caldwell, Vancouver, Vancouver rep
C. J. LaRoche, NY, copy super Same, also vp
BROADCAST INDUSTRY EXECUTIVES
NAME
Murray Benson
Emil Bergdolt
Michael Boland
Nick Bolton
John T. Clayton —
Dorothy Cotton _
Franklin C. Ellis _
Todd R. Caulocher
J. Russell Cavin _
jerry Harrison
James C. Hirsch —
Richard E. Jones _
Jerry Kirby
Robert F. Levine
Robert A. Lovelien
Anton J. Moe
Erwin Needles _
Peter E. Pool
Max Rice _
James Shaw
John F. Sloan
jack Thomas
C. Van Haaften
Perry Walders
FORMER AFFILIATION
Martin Stone Associates, merch dir
.vVKRC, Cinn, film buyer & sis exec
ABC, NY, cost control unit _..
Katz, Chi, radio sis rep _
.WHEC, Rochester, NY, dir women's progs
California National Productions, NY, bus mgr-merch &
theatrical divs
WAVE, Louisville, acct exec
ABC, NY, chief accountant
McC-E, NY, tv acct exec
, .dward Petry, dir research-prom-sls devel
Ijtorer B'casting, vp
.Rogers & Smith, Chi, tv dept
.ABC, NY, vp chg tv programing & tal
",ohnson-Lieber, Portland. Ore, accts, Merch, sis
iCBS-TV, NY, acct exec spot sis
.WKNB-TV, New Britain, Conn, local sis mgr
IKTNT-TV, Seattle-Tacoma. chief eng
.Henri, Hurst & McDonald, Chi, radio-tv dir
_Ziv Tv, nat acct exec
_3ow Chem, Alberta, B.C.
.KOA-TV, Denver, prog mgr
Thomas J. Warner
. ArTTC-TV. Wash, DC. nat sis mgr
oundcrs Corp, nat sis mgr WTAC, Flint, Mich
NEW AFFILIATION
CBS Tv Enterprises. NY, sis mgr
WLW, Cinn, tv sis
Same, asst treasurer
WNAX, Yankton, S.D., comm mgr
WHLI, Hempstead, NY, dir public affairs
Same, publicity & prom dir
Same, mgr bus affairs
WLW, Cinn, acct exec NY office
Same, asst treasurer
Ziv Tv. NY. nat sis
TvB, NY, nat sis
KELP iradio) -KILT Itv), El Paso, gen mgr
-Ziv Tv, Chi, nat sis
NBC, NY, vp, tv net prog dept
KCW-TV. Portland, Ore., merch mgr
WGBI-TV. Scranton, Pa, gen sis mgr
Same, also dir tv sis
.Ivy Network Corp, New Haven, gen mgr
Same, asst mgr
Ziv Tv, Chi, regional sis mgr-nat sis
. WPAT, Paterson, N|, vp & dir sis
CKNW. New Westminster, local sis
- _KATU, Casper, Wy. gen mgr
^WCMS, Wash. DC. sis mgr
Same. NY, nat sis mgr beast div
SPONSOR PERSONNEL CHANGES
NAME
Joseph H. Bagley
James M. Boohecker
Paul Carey
Donald W. Flint
William A. Fox
Harlow C. Harris _ .
John J. Kane
Stanley Lewis
Lawrence L. Moore .
Edmund W. Morris
Mario Piazzolla. Esq.
Henry E. Picard
Robert K. Rogers
Edward H. Schram _
Arnold J. Winograd _
Fred C. Yeakey
FORMER AFFILIATION NEW AFFILIATION
Berber Baby Foods, vp, gen sis mgr Same, vp chg mkting
.ehn & Fink, gen mgr Dorothy Cray Same, also vp
.Lehn & Fink, gen mgr Tussy Same, also vp
.Aluminum Cooking Utensil Co. foil sis div Same, asst nat sis mgr, Alcoa Wrap sis div
.Mead Johnson, asst vp Pablum Products Div B. T. Babbit, nat field sis mgr
_°abst Brewing, western region gen sis mgr Same, nat gen sis mgr
. Hutchins Advertising, acct exec Philco Corp Radio Div, advtng-sls prom mgr
.Bon Ami. vp, gen sis mgr Lever Bros, product mgr — Lever Div
.Pabst Brewing, off-premise merch mgr — Blue Ribbon Same, brand mgr — Sparkling Bcv & Hoffman Bev
.Bristol-Myers, advtng brand mgr Lever Bros, product mgr — Pepsodent Div
Law clerk of Hon Thomas J. Clary, US Dist Judge V. La Rosa & Sons, gen counsel, asst to vp
.San Francisco Brewing, exec vp, gen mgr Same, pres
.Pabst Brewing, asst brand mgr — Blue Ribbon Same, brand mgr — Blue Ribbon, Andekcr
.Pabst Brewing, LA advtng mgr — Eastside Old Tap Same, brand mgr — Eastsidc Old Tap
.Pabst Brewing, advtng mgr — Sparkling Bev div* Same, brand mgr — Old Tankard Ale, industrial products
.Cerber Baby Foods, asst gen sis mgr Same, gen sis mgr
SPONSOR
22 DECEMBER 1956
57
Ready
To Promote
Your Station...
I hrough circumstances be-
yond li is control, this soundly
experienced, imaginative, go
getting promotion man is ,i\ ail
able N< >\\ foi your radio and,
"i IV station.
• 12 years expei 1 e n ce in
broadcast promotion, pub-
licity, merchandising.
• Respected broadcast refei
(in es I m niched.
• Outstanding record ol r<
Sli Its.
• I i ee to re !<>< ate am where.
When you set his record, you'll know
i>iir in/in!
Box 1222
SPONSOR
40 East 49th St., New York 17, N. Y.
KPRS
is the KEY to
Kansas City's 127,600
Negro Market
o
n
The ONLY station in the rich Kan-
sas City Metropolitan area beamed
exclusively to the Negro Market . . .
KPRS
1000 W. — 1590 KC.
Kansas City, Missouri
Represented nationally by
John E. Pearson Co.
; i
I 1
\ational and regional spat burs
in work now or recently completed
SPOT BUYS
TV BUYS
TREND OF THE WEEK: Buying pattern for main new products
is to start out with heavy schedules in limited geographic areas.
solidif) distribution and dealer-consumer relations, then move on
to now areas until the entire countrj has been covered. Typical
case is P\(i s new Comet (see below I.
Carter Products, New 1 oik. moves into some 150 markets next
month with a spot t\ campaign which includes minutes and 10-
and 15-minute sports shows running simultaneously where programs
are available. Client's end-of-the-year bump-up schedule will con-
tinue for 13 weeks, with all buys in nighttime periods to reach a
male audience. Commercials are on film. Bu\ ing has not been
completed. \genc\ : SSC&B. New York. Buyer: Tom Odea.
Procter & Camble, Cincinnati, for its new Comet cleaner, has
just completed bin ing its first "expansion" of its current spot
schedule into new areas. The second addition of markets is an-
ticipated for early spring, but details as to cities ami frequency have
not been finalized. Total number of markets is expected to be more
than 100, contrasted with the current line-up of 50-plus. Filmed
minutes and 20*s will be used during all hours of the telecast
schedule, with daiK frequency. Vgency: Compton, New York.
Buyer: Bob Liddcl.
W. F. Young, Inc., Springfield. Mass.. for its Absorbine, Jr..
launches a drive 1 January in 17 t\ markets with filmed announce-
ments at the rate of two weekly in prime time periods. Tv budget
has been increased substantially, and schedules are for a full 52
weeks. Buying is completed. Agency: J. Waller Thompson. New
York. Buyer: Frank Marshall.
The Welch Crape Juice Co., Westfield, N. V. will consider with-
in the next month the possibilit) of using spol l\ in the spring f"i
its frozen grape juice, as was done this past year. If spring push
i- decided on. buying would take place in late February m March.
with drive patterned to Welch's unique fiscal year. Septembei
through August, which matches the grape crop \ear. Agency:
Richard Manoff, New York: Bu\er Miss Lee Oakes.
RADIO BUYS
TREND OF THE WEEK: Some clients arc able to devise special
media tests which can show them, in quick order, whether advertis-
ing has sought-aftei effect. It- easier, >>f course, with product
which ha- such direel pull a- Dance Guild (see below I.
Dance Cuild of America, New York, which -ell- a new home in-
struction dance course, begins a two-markel ic-t of radio 7 January
SPONSOR • 22 DECEMBER 1956
with a total of 30 announcements. Results <>l the short-range tesl
in New York and Philadelphia will determine future expansion to
other markets and media to be used, ^genc) : Friend-Reiss \d-
vertising, New York. Bu\er: Va\ Ratner.
Doeskin Products, Inc., New York, through Ham B. Cohen
agenc\. same cit\. is adding some radio markets regional!) f<n its
Doeskin facial tissues. Client buys combination of radio and t\
in major metro areas. Buying is completed. Bu\er: Bernie Singer.
Shulton, Inc., New York, for its Old Spice line and some 10 differ-
ent products, is buying 52-week schedules in a selected group of some
16 to 20 major metropolitan areas. Minute transcribed announce-
ments, featuring the Old Spice jingle, will be slotted at the rate of
from five to 12 times weekly, with one product featured in each
commercial. Client prefers Monday through Friday, with rotation
between early morning and late afternoon time segments. Shulton
ma) add spot tv later in the year. Agency: Wesley Associates. "New
York. Buyer: Joseph Knap.
2 heads are
better than one
...IN BUFFALO
RADIO AND TV BUYS
TREND OF THE WEEK: Buyers often attempt to broaden their
media reach l>\ using both of the broadcast media in the same
markets. Carbona and its new testing pattern (see below I illustrate
hoped-for gain of extended reach and additional impact.
American Tobacco Co., New York, winds up its national introduc-
tion of the new Hit Parade cigarettes with a final market push
-tailing earl) January. Additional market line-up: 70 in tv and 30
in radio. Frequencies and durations vary according to local market
needs. Agenc\ : BBDO. New York. Buyer: Hope Martinez.
Bristol-Myers, New York, will move into 30 markets in the South-
east and Southwest throughout the month of January for Bufferin.
Most of the markets will be radio only, but a few tv areas will be
interspersed. Radio pattern: live and transcribed minutes in early-
morning time at a saturation rate. Durations of contracts vary, with
some long-term. Buying is incomplete. Agency: Young & Rubicam,
New York. Buyer: Seymour Drantch.
Carbona Products Co., Long Island City, is checking availa-
bilities in both radio and tv in a few selected cities East, South.
West and in New England. The plan: a media test, starting in
January, of two or three months' duration. Results will determine
whether the account will use broadcast media and expand advertis-
ing on a market-b) -market basis. Although Carbona has national
distribution for its cleaning fluid, soapless lather I for rugs and
upholstery I and Wall-W ipe, it has pretty much limited its broadcast
advertising to the New York area. Test precedes the annual spring
cleaning season, which starts in Match and \pril. \genC) which
just took over the account is Reach. ^ ates & Mattoon. New York.
Bmer: Ted Okon.
J. H. Filbert Co., Baltimore, Md.. for Mrs. Filbert's margarine,
is checking into the possibility of moving into 25 radio and 2.~> t\
markets after the first of the vear. Its previous broadcast pattern:
early-year start with saturation campaigns eight to 10 weeks Ion-.
\uenc\ : SSt'B. Bu\er: Tom Odea.
SPONSOR
22 DECEMBER 1956
WGR-TV
BUFFALO
Basic ABC
National Representatives
PETERS, GRIFFIN, WOODWARD, INC.
You can't cover
America
without
MO NT AN A
Tke Cwdmeittttl
Divide Station
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59
Capsule case histories of successful
local and regional television campaigns
TV RESULTS
NEW CAR DEALERS
SPONSOR: Ford I orner AGENCY: Direct
Capsule case history: "The greatest automobile salesman
we've ever met"— Ford Corner's jubilant reaction to the
success of their campaign on WMUR-TV. Ford Corner.
Manchester, N. II.. became New England's "largest" Ford
dealer after its introduction of tv advertising. This dealer
had been selling about 40 cars a month. Television adver-
tising was then begun, bringing a tremendous expansion in
sales. A total of 155 new Fords were sold during the first
month of tv advertising, 215 the next month and more
than 115 during the third month which was a September
and which tends to be a slack month for dealers since cus-
tomers are inclined to wait for new models. Even so. in
September Ford Corner had to buy up cars from other New
England Ford dealers to keep up with the largely tv-in-
spired rush. Ford Corner sponsors two WMUR-TV pro-
grams; Greatest Fights of the Century, Wednesday night,
and Hum and Strum, aired from 7:00-7:15 p.m. three times
.i week, along with special events and saturation spol
schedules. Tv expenditures averaged $500 per week.
WMUR-TV, Manchester, N. H. PROGRAM: Greatest Fights
of the Century, Hum and Strum,
Special events, Announcennni-
FARM MACHINERY
SPONSOR: K. A. Martin Machinery Co. AGENCY: Direct
Capsule case history: The E. A. Martin Machinery Co.,
located in Springfield. Mo., wanted to test television as a
medium for selling Caterpillar Cat type tractors and re-
lated farm machinery to farmers and contractors in the
Ozarks. With the idea of a "service" type program in mind,
the firm bought a 5-minute weather forecast on KTTS-TV at
5:55 p.m. on Mondays, Wednesdays and Fridays for a 13-
week test period. Shortly after broadcast of the company's
commercials had begun, a small contractor from Laquey,
Mo. — about 85 miles north of Springfield — came into the
Martin showroom. Both president E. A. Martin and sales
manager Don Johnston were amazed when the contractor
came right out and said . . . "I'll take that Caterpillar D4
you had on vour weather show last night." The sale of
more than $6,000 worth of farm machinery without a dem-
onstration gave the advertiser excellent proof of television's
ability to sell their product, and the sponsor renewed its
contract with KTTS-TV well before the expiration date of
the test run. Cost of weather program is $166.95 per week.
KTTS-TV, Springfield, Mo. PROGRAM: Weather Show
PAINT
-I'ONSOR: Wollner's Paint & Hardware AGENCY: Direct
Capsule case history: Wollner's paint and wallpaper
store in Zanesville, 0., chose television as the best means
available for the introduction of a new paint product. Hie
new painl line was not onl\ new to Wollner's but was also
ni'w to the Zanesville area. Its predecessor, which wa>
being dropped, had the advantage of being a highly adver-
tised national brand so that Wollner's wanted to advertise
tin- new line in the most dramatic wa\ possible. Television
was chosen as the best medium and one minute announce-
ment- wnr |.iiichascd oyer a ihree day period running
from Wednesday to Friday. The mid-week schedule un-
deliberate!] chosen in ordei to reach viewers when the)
siill would have time to -\<«k up for week-end painting.
rhe participations purchased on the Denny Taylor Shou
cosl Wollner's jusl 860 and was the onlj advertising \i-<;\.
According the Wollner's, 2<>| sales totaling s(J2l resulted
from the t\ promotion. Success "I the painl promotion has
convinced Wollner's to reall) go into television with season-
al announcements and a yeai 'round half-houi film show.
WHIZ-TV, Zanesville, Ohio PROGRAM: Announcemente
FINANCIAL INSTITUTIONS
SPONSOR: Gr. Louisville Fed. S. & L. Assn. AGENCY: Direct
Capsule case history: East October. Creater Louisville
Eirst Federal Savings & Loan Association announced that it
had accumulated resources totaling $81,350,000. This fig-
ure represents a $46,750,000 growth in resources since
1 950. Greater Louisville has been using television advertis-
ing consistently for the past 7 years and Gustav Flexner.
executive v.p., attributes a great portion of the firms growth
to its use of tv. The organization chose tv because it be-
lieves that this medium can best bring the salesman "in
person" into the home where sales messages can reach peo-
ple while they are at ease. The firm began broadcasting
commercials on WAVE-TV in Nov. 1948 and in March 1950
\\ II V.S-TN was added. On WAX II \ the sponsor has a fi\ <•-
minute weathercasl at (> p.m. Mondaj through Friday plus
a one-minute weather >pot Sundays at 6 p.m. A minute spol
is also used each morning in Today. On WIIAS-TY. the
firm use- a ten-minule new- program aired nightlx. at 10:30.
Because of it- |uo\en effectiveness, <>•''. of a total ad bud-
get of over $250,000 is currently invested in television.
\\ WK-TV, Louisville
\\II\S-TV. I ouisville
PROGRAM: Today, Weather, New:-,
Special events, Announcements
60
sl-iiNSOR
22 DECEMBER 1956
KAKE-TV IS FIRST
IN WICHITA, KANSAS
A 3-STATION VHF MARKET
*
STATION
SHARE OF SETS-IN ^ ^T station
NOVEMBER 1956 ARB
ALSO...
OF THE TOP
NETWORK SHOWS
OF THE TOP
SYNDICATED FILM SHOWS
OF THE TOP
MULTIWEEKLY SHOWS
KAKE-TV Channel 10
Wichita, Kansas
1500 N. WEST ST.
WHitehall 3-4221
television network
Represented by
The Katz Agency
SPONSOR • 22 DECEMBER 1956
61
Digest of the week's developments
in advertising and the air media
News and Idea WRAP-UP
ADVERTISERS
Flav-R-Straws' whopping big Christ-
mas tv part) will last all Christmas
day. From 9 a.m. to 6 p.m. the com-
pan) will sponsor a holiday cartoon
show on WABD in New York. Nine
hours ol prizes, animated cartoons,
and fun with 2.000 children are
planned.
The children are orphans who will
sit in the studio at a big party table
loaded w ith ice cream, cake, milk —
and Flav-R-Straws, of course. Another
studio will accommodate more children
and the kids will take turns on camera.
Flav-R-Straws has also thought up
sonic clever merchandising ideas to go
along with their super cartoon show.
A contest is now in progress with no-
tices in super markets telling young-
sters to send in Flav-R-Straws boxes
for prizes that will he given on the
show. Drawings will be held through-
out the day for 500 toys and games.
Also, the super markets have been in-
vited to go ill lor cooj) sponsorship of
the show. Flav -K-Straws says the re-
sponse from the big stores has been
terrific.
Prudential Insurance Company's
stereophonic telecasts — combining
the audio of radio and the video of
tv have met with great enthusiasm ac-
cording to KTVT and KDYL, Sail
Lake City. Prudential asked viewers
to place their radio sets six feet to the
right of their tv sets and tune both at
equal volume. Previous use of the
novel programing innovation in Los
Angeles also brought a flood of "give
us more"' letters.
Distant buy — Indian Lakes Estates
ol Florida has bought the Frontier
scries wav up in Washington, D. ('.
on station W I OP-TV . . . American
Motors has produced five one-minute
spots for dealer use. The announce-
ments hightlight the Rambler and
provide 10 seconds for dealer identifi-
cation . . . Slenderella turned over
all of last week's radio time to the
National Tuberculosis Association for
the annual Christmas Seal drive. The
musical theme ordinarily used bv
Slenderella will be the only sponsor
identification.
Bui-germeister Brewing Corp. will
be the new corporate title for San
Francisco Brewing Corp. beginning 1
Januarv . . . Lawrence Welk is
working for Dodge on radio too.
RCA reports sales of the New Lau-
rence Welk Show are going to Dodge
dealers by more than a 50' V plurality.
. . . Closed Circuit Telecasting System,
New ^ oik. is offering six-bv -eight-foot
i olor tv service to advertisers.
The Magazine Advertising Bu-
reau has released its final dollar
figures for national media in 1955.
I he figures cover onlv advertisers
spending $25,000 or more for the vear.
Magazines— $601,032,000.
Newspapers— $512,45! 1,1 K M I.
Network tv- $406,237,000.
Network radio— $ 1 ( I -1, 1 73,000.
Figures show network tv up s!!7.-
390.000 as compared to the vear be-
fore and network radio down $20.15!!.-
000 as compared to 1954.
AGENCIES
Emil Mogul Co. is repeating it> novel
contest idea in behalf of Manischewitz
Kosher \\ ines again this year. Disk
jockeys and station announcers are
sending in tapes of their best delivery
on the wine commercials. The "most
original," "best-selling" and "most
personable" deliveries of "Man. oh
Manischewitz!" will receive prizes,
watches, and money clips.
Entries must be sent in bv 15 Janu-
arv to Murrav Gross at the Mogul
agency, 625 Madison Ave., New ^ ork
22, N.Y. (sponsor's Bill Miksch is
one of the judges, bv the way.)
New agency appointments: Bryan
Houston, N.Y.. for two new land un-
disclosed ' pi oducts ol the \\ hitchall
Pharinacal Co. . . . Brisacher \\ heeler.
San Francisco, division of Cunning-
ham & \\ alsh for Stokely-Van Camp's
Stokel} s finest Frozen Foods as of
1 Januarv. Brisacher Wheeler has
TV STATIONS: The third largest towei is
now the loi gest. W Ml TV, I edai Rapids,
la., brawl new tower felled \<\ high winds
RADIO STATIONS: KM \. Shenandoah, la.,
Iir||)v organize farmers i" combat drought.
Firsl mass meeting in studio auditorium
REPS: i hristmas dolls representing am-tv
listeners held bj NBC Spot Sales director,
Jack Reber. Thej are gifts For ad execs
02
SPONSOR • 22 ni( i:\ihkr 1956
.<?-»
*
very
merry
christmas
and
liappy
\ car
!?«|g
from
SPONSOR
handled Stoklej s PictSweet products
for eight years. The addition of the
Finest business brings all Stokely-Van
Camp frozen food advertising to the
agency. . . . Robert Otto & Co., New
V>ik. has been appointed agenc) for
the Formica Corporation's 1957 cam-
paign. Television will he used. . . .
Sam McDanie] \ Sons. Inc. packers
of Bunker Hill canned meat products,
lias appointed Cargill \ Wilson of
Richmond, \;i.. to handle its advertis-
ing. 1 he meal coinparn uses spot tv
and programs for most of its adver-
tising. . . . Hixson & Jorgensen is es-
tablishing a service office in San Diego
ti> handle advertising for the Convair
Division of General Dynamics Corp.
in its employment recruitment drive
in California starting 15 January.
Radio will he used.
REPS
Frank M. Headley, president of H-R
Representatives and H-R Television,
has been elected president of the Sta-
tions Representatives Association at the
organization's annual meeting. Adam
J. Young jr.. president of Adam
Younji Inc. i- the retiring SRA presi-
dent.
The l\;ii/ Agency has instituted a
series oi data sheets for its sales staff
which summarizes the findings of the
current t\ Nielsen Coverage Service.
Kill/- experience with salesmen, and
particularly in t\. is that they are
not familiar with the reports. Sheets
will enable its salesmen to clearly de-
fine Nielsen for subscribers among
K at /.-rep resen led stations.
Sheets u ill contain ;i siniiniai \ table
for station- in a given market with
total coverage figure for monthly.
weekly, daytime, and nighttime, and
provide a county by county tabulation
of total tv homes and monthly cover-
age for all stations in an area.
Edward L. Petry & Co., Inc.,
now represents both WGN-Radio and
WGN-Tv in an expanded area. Previ-
ously, Petry represented the stations
only in 11 western states.
NBC Spot Sales in its usual gay
abandon holiday spirit, is sending
agency executives two colorful throw-
pillow dolls — one holding a symbolic
season's greetings
V*/
&
To all our clients, suppliers and friends and
looking forward to another year of your
wonderful cooperation.
ATV FILM PRODUCTIONS, INC.
35-01 Northern Boulevard
L.I.C. I, N.Y.
EXeter 2-4949
MICKEY SCHWARZ AND ALL HIS EMPLOYEES
portable radio and the other a portable
television receiver. . . . Pan Ameri-
can Broadcasting Co. ordered can-
cellation of its seasonal greeting cards
and is contributing the cost of the
cards and mailing to the Red Cross
for Hungarian Relief.
ASSOCIATIONS
The National Council of Disc
Jockeys for Public Service is send-
ing a nine man team to Vienna to sur-
\e\ the Hungarian refugee situation.
This is the first step in preparations
for a nationwide drive by 1500 disc
jockeys to enlist teen-agers' help for
the refugees. The Council is working
in association with CARE on the
project.
Disc jocke\s making the trip in-
clude: Al Jarvis, KFWB, Hollywood;
Bill McLean, WEIE. Cleveland; Bob
Clayton, WHDH. Boston; Don Mc-
Leod. WJBK, Detroit; Paul Berlin.
KNUZ, Houston; Art Palan, KDKA,
Pittsburgh; Murray Kaufman, WMCA,
N. Y.. and Buddy Dean. WITH. Bal-
timore.
American Women in Radio and
Television will bold their first South-
ern Area Conference in Atlanta on 19
January. The meet is sponsored b\
the Atlanta Chapter and will be held
at the Georgian Terrace Hotel. Ellen
Evans, general chairman of the South-
ern Area Conference, Man Jane Park-
er, president of the Atlanta Chapter,
and Edith Ford, national vice presi-
dent, are among members in charge
of the planning stage.
Oliver Treyz, \ ice president in
charge of television at \BC TV. has
m0%& People ai
Looking
Alabama's gMv
BIRMINGHAM
in Television
BLAIR-TV
64
s|'(l\S()l<
22 DECEMBER 1950
been appointed to the television board
of directors of the NARTB. . . .
NARTB's second annual Conference
of State Association Presidents has in-
vited the presidents of 47 State Broad-
caster Association^ to attend the meet-
ings to he held 21-22 February at the
Mayflower Hotel in Washington, I). C.
Westinghouse played no favorites
at the KTES annual Christmas
party last week — its prizes of two
portable 14-inch tv sets were won In
CBS' Bruce Bryant and NBC's Martin
Harrison. The grand prize of a RCA
color set was won by Kenneth Hance
of KSTP, St. Paul.
TV STATIONS
Popcorn now selling tv movies.
WIICT. Hartford, recently came up
with a natural had six prettv girls
standing on street comers giving away
hags of popcorn plus plugs for their
newly acquired MGM feature package.
Another promotion stunt coinciding
with the popcorn giveaway bagged
great results. The station circulated.
by word of mouth only, a "blind" tele-
phone number. Dialers who managed
to get connected were told by "Pierre"
I in heavy French accents I to tune to
Channel 18's two feature film shows.
The telephone company estimates that
around 25.000 people tried to dial the
number, but the 10 trunk lines hired
by the station were unable to cam
the load. So much interest was shown
in "Pierre" that WHCT scheduled a
special show to reveal his real i/entit .
Addition promotion included tv an-
nouncements, over 150 newspaper ads
and 21 radio spots per week. The pro-
motion campaign will continue for 13
weeks.
KTRK-TV, Houston, has 65 super
markets signed for its merchan-
dising plan. The plan works this
way : ill A client is eligible when he
takes a minimum contract of 13 weeks
at $351) per week on the station. (2)
For this his product receives the plus
of 30 lighted displays in any of the
65 super markets, a dealer letter to
over 100 retail grocery outlets, station
lobby display, campaign reports and
personal appearances of KTRK-1 \
stars.
Noel New England, on-screen Christ-
mas Card from WNAC-TV, Bo-ton.
will again le sponsored 1>\ Salada 'lea
this year. The station's camera crew
Q©,®®®
.
Here's a real "Participation Show." Every
weekday, 9:45-10 a.m. Mid-Ohio home-
makers really participate when John Hills'
"Slimnastics" takes over the WBNS-TV audience.
Specifically more than 18,000 women viewers
are already using "Slimnastics Charts" every
day, and the requests keep pouring in.
"Slimnastics" is based on the belief that
everyone is interested in looking better, feeling
better, and performing life's tasks more efficiently
with less fatigue. Audience response has
proved Health Director John Hills' belief
more than correct.
The tremendous popularity of his "Slimnastics"
Show has made John Hills the No. 1
health counsellor in Mid-Ohio, and keeps him
busy filling personal appearance requests
throughout the area.
Check your Blair TV man now for "Slimnastics"
participation availabilities.
WBNS-TV ^
channel 10 • columbus, ohio
CBS-TV Network . . . Affiliated with Columbus Dispatch . . . General Sales Office: 33 N. High St.
REPRESENTED BY BLAIR TV
SPONSOR
22 DECEMBER 1()"(>
65
travels over the northeast region film-
ing people and winter scenes. . . .
W< U-TY will start "live" color-
casting on New Year's Day. First
program will be Philadelphia's color-
ful Mummers Parade.
CBS last week came to the rescue
of an NBC station. It happened like
this - when KOMO-TV's S\lvania
award got sidetracked in the Christ-
ina- mail rush. CBS in llollvwood sent
its own Sylvania award to the Seattle
station in time for the governor of
W ashington to use it in a presentation
ceremony. . . . Connecticut service-
men stationed in Europe will be
seen on WKNB-TV, \\ <'st Hartford,
delivering filmed Christmas greeting
to their families KFMB-TV. San
Diego, in a ditto good-will move
for Navy personnel serving in the Pa-
cific.
Tv applications: Between 3 Decem-
ber and Li December two stations re-
ceived construction permits and five
applications for new stations were
filed. Construction permits include:
Kai-er Hawaiian Village for Channel
13, Honolulu's permit allows 12.9 ku
visual, Radio Station WSOC, Inc. for
Channel 9. Charlotte, N. C, permit al-
low- 316 kw visual.
Applications include: Arthur Y\ .
Schwieder. Idaho Falls. Ida., for Chan-
nel 6. Butte. 6.1 kw visual, with tower
.'!.17o feet above average terrain, plant
8161.091. yearl) operating cost $175,-
000: Copper Broadcasting, Butte, for
Channel 6. 66.072 kw visual, with tow-
er 100 feet above average terrain,
plant -_'<>n.">21. and yearly operating
cost $260,000; Southwest Broadcast-
ing for Channel !!. F.Ik City. Okla..
14.86 kw visual, with tower I2.1 feel
above average terrain, plant $55,537 .
yearl) operating cost $70,000; Eastern
States Broadcasting for Channel 6.
New Bedford. Mass., LOO kw visual,
with lower 1,000 feel above average
terrain, plant $582,180, yearl) operat-
ing cost $565,000: Grande Bonde Tele-
vision I Robert S. & \\ . Donald Mc-
Caw i for Channel 13, La Grande, Ore.,
15.6 ku visual, with towei L,934 feet
above average terrain, plant $67,300,
yearly operating cost $60,000.
Thirty thousand children in the
New York area have entered \\l'l\c
Popeye drawing contest. . . . \\FK\-
TV, Green Baj has begun broadcast
ing from it- new towei height is
1,165 feet above average terrain and
i- said to be the highest in \\ isconsin.
RADIO STATDONS
K3I A and the rainmakers . . .
early this \ear when a near-drought
threatened in the area around K.\I \.
Shenandoah. la., the station's farm
service department went into action.
Merrill Langfitt, farm service director,
and his associate, Jack Cowing, set up
a mass meeting in KMA's auditorium
to discuss the lack of moisture prob-
lem.
Over 250 farm leaders attended the
confab and decided on a cloud-seeding
program. Experts from Irving P.
kink Weather Modification Division
were on hand to tell what could be
done. KMA points out that the station
helped organize the farmers but that
the farmers took over from there.
Nine counties participated in the
program — seven in Iowa and two in
Missouri. Over two and a half million
acres were included.
KMA kept the farmers up-to-date on
the project through daily reports from
Krick "weather central" in Denver.
These reports told what cloud seeding
operations were being carried out. and
what opportunities the future weather
patterns held. Four months after the
operation began, Merrill Langfitt went
into the field and checked on results.
His preliminary findings showed "a
little over five inches of extra rain
this year.'" because of the cloud seed-
ing project.
W VRL's promotion idea at work
— the Arlington, \ irginia station is
pa-sing out red and silver \\ ABL re-
lied ing bumper stickers . . . and sta-
tion personnel are authorized to stop
motorists displaving the tags and give
them free passes to motion picture
theatres. . . .
Network tv has nothing on local
radio sections when it comes to
dishing out lots of money. KLIF.
Dallas, has just finished a treasure
hunt promotion with a $50,000 check
as prize. I.e-- than seven hours be-
fore the contest deadline the check
was found and the prize claimed.
h^W has put its facilities at Un-
complete disposal of the I nitcd
Hungarian Societies of Cleveland.
Willi ."">.imio refugee families expected
in the area, the station will serve as
an information center, give out new-.
make announcements, and help refu-
i - - gel in touch w ilh friends and
relatives. . . . Boston - \\ T \< > i-
changing to a new programing for-
mat built around the "favorite Fifty"
records of the week and strong per-
sonality disc jockey team. . . . WPAT,
Paterson is reviving I \1 broadcast-
ing and expects that WPAT-FM will
be on the air with a full-time schedule
by the first of the \ear.
NETWORKS
Notes on NBC's 30th Anniversary:
Robert W. SarnofT announcement that
in the upcoming year NBC will in-ti-
tute live programing for educational
tv stations on a nationwide basis
brought enthusiastic reaction from
educators. The NBC president also
stated program^ will be given free of
charge to educational stations and that
$300,000 has been put aside for the
project.
Educational programs will be tele-
cast during afternoon times which do
not conflict with NBC TV's regular
schedule.
Other highlights of Sarnoffs talk:
the implications of feature film (as re-
ported in SPONSOR SCOPE 15 De-
cember) and his remarks that it could
"change the entire character and scope
of television if it is not thought fullv
as-e-scil l>\ broadcasters in long-range
terms."
Programing changes outlined at the
NBC anniversary celebrations in Mi-
ami touched on the new format for
Tonight which will feature five syndi-
cated columnists operating from New
^ ork. Chicago and Los Angeles and be
"a combination of Wide Wide World
and Today." Another plan under way
is to change the Mondav through Fri-
day 7:30-8 p.m. (ESI I music-news
segments.
Six NBC radio affiliates thai have
earned their 30-year stripes also re-
ceived \wanl- ol Merit plaques. The]
were: W.I \K. Providence: WWJ. De-
troit: WTIC. Hartford: KSD. St.
Louis: WCSH, Portland, Me.; and
\\ DM . Kansas City, Mo.
ABC TV vice president. Oliver
Trey/., commenting on Robert \\ .
Sarnoff's remark that, "three-network
competition can <>nlv add to the over-
all strength of our medium,' said that
\BC i- plea-ed and looks forward to
aiding both NBC and CBS for the
common good of the industi j .
\t presstime (and too late to show
on sponsor's Comparagraph, page
35) CBS T\ announces a title change
66
SPONSOR
22 mi EMBER 1956
foi the quiz show replacing //<•//<
Shriner Show Tuesday 9-9:30 p.m.
Formerly Nothing But the Truth the
new title will be To Tell the Truth. . . .
It's getting to be a habit at ABC —
another big chunk of business for the
morning radio block. Bristol-Myers,
Ex-Lax and Life Savers-Beech Nut are
among those signing for over $1 mil-
lion in new contracts. . . . Blondie
will he the replacement for the
Walter 11 in, hell Show on NBC TV
Friday nights at 8:30. Toni will spon-
sor alternate weeks.
FILM
Shooting a telefilm series on loca-
tion can boost the cost of a 39-
episode series at least $500,000.
This is the estimate of William Cas-
tle, producer of Ziv TVs Men of An-
napolis. He said this added figure is
the equivalent of 35% over the "aver-
age cost of studio-made tv half-hours.
Heaviest items on the "extra" list
are transportation for cast, crew and
equipment. Castle pointed out that
union and talent contracts call spe-
cifically for first class travel for per-
sonnel between Ziv's home base in
Hollywood and Annapolis.
Personnel travel plus airfreight cost
for equipment, etc., cost Ziv between
$10,000 and $15,000 a month.
NTA net income for 1956"s third
quarter is 273% higher than the
same tpiarter in 1955.
This was reported by the distribu-
tor at NTA's 12 December annual
meeting. Net income was $225,619.
equal to 35 cents a share — a rate of
profit of nearly $1 million annually.
Exhibition contracts for the quarter
were 189/< above the corresponding
quarter of L955, amounting to about
$3 million. Film rentals were up
L7?%, totaling $1.83 million.
NTA also reported thai exhibition
contracts lor it- newest group of
20th Century-Fox features — dubbed
the "Rocket 86" package totals $1.5
million. The new group was released
early in December.
RESEARCH
What teenagers are watching and
listening to — Teen-Age Survey, Inc.,
shows Phil Silvers Show on CBS TV
as a standout on week nights with
both boys and girls in both the high
school and college categories.
The survey, covering New York
City, parts of New Jersey and Connect-
icut, included both public and pri-
vate schools. About 10,000 high
school Noungsters and 5.000 college
students filed questionnaires.
Week end viewing champs were
Perry Como, NBC TV, for high school
girls and Ed Sullivan, CBS TV, with
high school boys, college girls and
college boys. NBC's Steve Allen Show
and Caesars Hour along with CBS's
"Thank goodness it's only you, Pop.
KRIZ Phoenix said we could expect
Santa about this time."
I in I, n- Gleason Show ranked next to
the top in popularity. ABC TV's Om-
nibus tied for third place with college
boys.
STOCK MARKET
Following stocks in air media and
related fields will be listed each issue
with quotations for Tuesday this week
and Tuesday the week before. Quota-
tions supplied by Merrill Lynch,
Pierce. 1 enner and Beane.
1 'in'-.
Tues.
Net
Stock
11 Dec.
18 Dec.
( ha tiLii-
New ]
rork Stock Exchange
AB-PT
23%
22%
- %
AT&T
L68y8
lf>8:!,
+ %
Avco
5%
:.'■,
CBS "A"
33%
33%
+ %
Columbia Pic.
I8': 2
L8%
t ,oev '-
19
18%
- %
I'.n amount
27%
28
+ Vs
RCA
35%
U'\
-1
Storei
25%
25%
+ Vs
20th-Fox
22%
22%
+ %
Warner Bros.
26y4
25%
- Vs
Westinghouse
54%
56%
+1*4
American Stock Exchange
Allied Art Un
3%
3%
- Vs
C&C Supei
1%
1
- Vs
Crowell-Collier
4%
5%
+1
Du Mont Labs.
4%
4%
+ Vs
Guild Films
2%
2%
+ *4
NTA
8%
:T.
- *4
SOUND-FACTOR"
44
^Jhe S^parhie of
Jsnipressionaole oLluln
')
wi
tk
ON
GREATER CLEVELAND'S
NUMBER 1 STATION
SOUND-FACTOR DISCOUNT PAYABLE ONLY
TO RECOCNIZED ADVERTISING ACENCIES
BY WSRS, INC., CLEVELAND 18. OHIO
SPONSOR
22 DECEMBER 1956
67
eagon'3 (greeting*
Our rich heritage of song gives everyone the
means to share and spread the brotherhood and
fellowship of the holiday season.
Music has always been the most natural expression of
the true Yuletide spirit. Hymns and carols
and holiday melodies have been handed down through
the years until it becomes impossible to imagine any
festive occasion without them.
The normal celebrations of our Christmas and
New Year's holidays take on added glow with the
expressive spirit found in music.
BMI sincerely extends the greetings
and best wishes of the holiday
season to everyone.
B ROADC AST MUSIC, INC.
589 Fifth Avenue -^ New York 17, N. Y.
New York if Chicago if Hollywood * Toronto * Montreal
ASSOCIATED MUSIC PUBLISHERS, INC.
1 West 47th Street, New York 36, N. Y.
BMI CANADA, LIMITED
16 Gould Street, Toronto
What's happening in U. S. Government
that affects sponsors, agencies, stations
WASHINGTON WEEK
22 DECEMBER
Copyright l>M
SPONSOR PUBLICATIONS INC.
Is George C. McConnaughey finished at the FCC?
It is believed that if McConnaughey is actually replaced as FCC chairman, as now ap-
pears likely, the administration will turn to a ''take charge" type, who will be able to give
strong direction to the Commission during this time when the problems are becoming both
tough and numerous.
Evidence pointing to McConnaughey's resignation is beginning to add up.
Stories that he is considering resigning to return to private law practice back in Ohio
are being fed through the same channels previously used when other commissioners were
being nudged to quit.
McConnaughey is filling the unexpired term of former Commissioner Sterling, who also
resigned and whose resignation was preceded by rumors of this type.
McConnaughey's term ends 30 June, at which time McConnaughey would have to be
reappointed to stay on the FCC at all, much less remain as chairman.
Another sign-pointer: Behind the scenes evidence of administration dissatis-
faction have been beginning to show.
The Justice Department's suit against RCA-NBC was not in itself evidence of discord
within the administration even though the FCC had already approved the Westinghouse
deal on which the suit was based.
Crossed signals can and do happen as between Government agencies.
However, Justice officials have freely criticized the Commission right out in public for
approving the station transfer and for ignoring Justice Department allegation that all was
not cricket when the NBC-Westinghouse deal was before the FCC for action. Public criti-
cism is not just done when all is rosy within the official family.
Reports from a reliable source here insist that the Grand Jury in Philadel-
phia has refused to indict RCA-NBC for alleged anti-trust violations in connection
with the sale-trade of the NBC Cleveland radio-tv stations for the Westinghouse Philadelphia
radio-tv stations.
This failure to return a criminal indictment will, assures the Justice Department, have
no effect on its civil-suit against RCA-NBC for alleged conspiracy in connection with this
and other matters.
These authoritative sources say that the Justice Department launched its civil suit after
it was clear that the Grand Jury would not return the criminal indictment.
There was speculation that the Grand Jury was only called into the Justice Department ac-
tion in the first place so that witnesses could be subpoenaed and evidence could be gathered
with relative ease for the civil suit.
The Federal Trade Commission issued a citation against Singer Sewing Machine for al-
legedly representing repossessed and other used Singer machines as new.
Also cited by the FTC this week were three bottlers of perfume: L'Argene Products,
Harsam Distributors and Perfumeries Lido.
The FCC this week gave the green light for the sale of WKNB TV, Hartford-
New Britain, to NBC.
Approval is given subject to the outcome of pending anti-trust suit against RCA-NBC.
SPONSOR • 22 DECEMBER 1956
69
DELIVERING
IN PHILADELPHIA, IT'S WFIL-TV!
WFiL-Tvis FIRST!
Audience Superiority: WFIL-TV is rated FIRST from
2 PM to sign off — Monday through Friday — 9%
more than Station B, 88% more than Station C.
For a solid year WFIL-TV has been FIRST in Phila-
delphia weekday ratings!
wfil-tvis FIRST!
Local Programs: WFlL-TV's "Bandstand" and "Starr
Theatre" are viewed in more television homes in
the Philadelphia market than any other local day-
time programs.
WFiL-Tvis FIRST!
WFI L - T
World's Best Movies: WFIL-TV has exclusive rights
to the great MGM, Warner Bros., 20th Century-Fox
and RKO feature films that have topped all com-
petition in market after market.
vis FIRST!
Network Sfiows: Highest ABC-TV average ratings
in the top five TV markets. Ratings 23% higher
than national average for the 34 ABC-TV shows
carried — three of Philadelphia's top shows —
"Lawrence Welk," No. 3, "Wyatt Earp," No. 5
and "Disneyland," No. 6.
For top-audience availabilities on WFIL-TV check BLAIR-TV or Triangle's National Sales Office today!
Sources: ARB Philadelphia and National Reports, December 1955 -November 1956
)P AUDIENCE
TRIANGLE STATIONS
WFIL-AMFMTV
PHILADELPHIA, PENNSYLVANIA
WNBF-AMFMTV
BINGHAMTON, NEW YORK
W H G B - A M
HARRISBURG, PENNSYLVANIA
WFBG-AM-TV
ALTOONA, PENNSYLVANIA
WNHC-AM'FMTV
NEW HAVEN-HARTFORD, CONN.
operated by: Radio and Television Dlv. / Triangle Publications, Inc. / 46th & Market Sts., Philadelphia 39, Pa.
WFIL-AM.FM.TV. Philadelphia, Pa./WNBF-AM.FM.TV, Blnghamton, N.Y.
WHGB- AM. Harrisburg, Pa. / WFBG-AM • TV, Altoona, Pa. / WNHC-AM • FM • TV, New Haven-Hartford, Conn.
Sales
2 7 O Park
17, New
A roundup of trade talk,
trends and tips for admen
SPONSOR HEARS
22 DECEMBER
^DyMght l»M
SPONSOR PUBLICATIONS INO.
Timely note to all who are addressing a Christmas card to Emanuel Sacks,
the new NBC v. p. in charge of network tv programing: His name — in familiar form — is
"Manie" (M-a-n-i-e). His secretary will swear to that.
It s not "Manny," or any of the other variations possible on Emanuel, hut simply
what Time magazine described so fully as "Manie (pronounced Manny)."
An anecdote revived at CBS following the death of Paul W. Kesten concerns
the techniques he used in training the bright people around him.
Frank Stanton, who had just come on from Ohio State, was told by Kesten that the
first thing he must do is memorize the call letters of CBS affiliates.
Several times a day Stanton's phone in research would ring, and Kesten would snap,
"All right, let's have it: Birmingham?"
That's the way it kept up until Stanton was able to respond automatically. Kesten's
point, of course, was that you have to know what you're talking about before you
can get fancy with it.
Freelancers complain that crashing the acceptance barrier at the networks is tougher
than ever — particularly if the idea is different.
Unless the interest starts from the top, they say, the idea will get nowhere — unless it's
referred to as another "Lucy" or "Gunsmoke."
Don't buy this too quickly, though. Good freelancers aren't in oversupply.
In the magazine field, for instance, the total roster today is a mere 250 (the rest shifted
over to Madison Avenue).
Famed as a training ground for radio talent, WLW, Cincinnati, has also been
a great developer of manpower on the business and executive side.
Here is a partial list of WLW alumni, showing where they are today:
• M. F. (Chick) Allison, eastern sales manager, CBS Radio Spot Sales.
• James E. Allen, sales promotion director, WBZ-TV.
• Robert Boulware, assistant media director, Bryan Houston.
• Norman (Pete) Cash, president of TvB.
• John L. Clark, president, Transamerican Radio & Television Corp.
• William Colvin, director of station relations, TvB.
• George Comtois, general sales manager, ABC Radio Network.
• Al Godwin, sales executive, ABC Film Syndication.
• Fred Gregg, account executive, Young & Rubicam.
• Edwin T. Jamison, director of NBC Tv Spot Sales.
• Harrison Mulford, account executive, NBC Tv Spot Sales.
• Bernard Musnick, director of special program development, Ziv Television.
• David Partridge, sales promotion-advertising director. Westinghouse Stations.
• Tom Slater, v. p., radio-tv, Fuller & Smith & Ross.
• Frank Smith, president, WCDA-TV, Albany, N.Y.
• Ken Smith, radio-tv director. Ralph Jones agency.
As a footnote, it should be remembered that Cincinnati — despite its relatively modest
size — has always been very scrappy in the flashy arts: radio, tv, newspapers, sports.
72
SPONSOR
22 DECEMBER 1956
CHANNEL
4d
V
rv>
AFFILIATED WITH
KGW, PORTLAND
KING-TV, KING, SEATTLE
WALTER WAGSTAFF,
Manager
JOHN PINDELL,
Safes Manager
ON
THE AIR!
KGW-TV brings to the
PORTLAND, OREGON market . . .
• 316,000 watts of on-the-ground Video Power
— the most powerful commercial television
transmitter in the world !
• A terrain-trained signal to penetrate deeply
into Portland's steep up-and-down
residential core ... as well as across all of
western Oregon and southern Washington !
• Full ABC Network schedule !
• Local identification with 30 hours a week of
live production!
• Feature films including MGM and DAVID
SELZNICK productions !
• The newest yet most experienced channel
because KGW-TV's personnel is
representative of over 138 years of
television experience!
KGW-TV
television
network
CHANNEL
ASK
ll
for rales,
ji .tituhilitics
and mark tt
information.
PORTLAND, OREGON
SPONSOR
22 DECEMBER 1956
73
TOP TEN COMMERCIALS
1 1 ontinued from page 25 '
menials ma\ >ell the product like
mad." ' :
1. Grammatical errors made for
greater folksiness. There's no need to
talk down to the public, the) feel. The
listenei is just a- apt to he annoyed
1>\ errors perpetrated upon the lan-
guage as am copy chief might he.
"Simplicity of language doesn't mean
twisting it." said the creative director
of a major Chicago agency.
2. Jingles that jangle. This cate-
gorj of irritants realh refers lo forced
rhymes. It's a difficult job to write
well-rhymed jingles that tell the selling
point in tune with given music. But.
sa) the pros, resisl the easy way out of
Eorcing words to rhyme which aren't
-upposed to when spoken in normal
language.
3. Shouting repetition, insistent and
unceasing. Of course, all advertising
is based on a principal of repetition.
Milt mam agency creative men feel
that you can reach a point of dimin-
ishing returns if you incorporate ex-
cessive repetition without alleviating
the inevitable monoton) with music,
or variations in the voices employed.
With these taboos iii mind, agenc)
cop) chiefs picked 10 winners among
uidio commercials heard in 1956. (The
listing is in alphabetical order.) Here
are COpj chiefs" reasons-w In :
• Chevrolet (Campbell-Ewald,
written b\ Frank Hopkins I : In this
commercial, clever and good use of
music was mentioned as making it
outstanding. The song beginning "See
the I .S.A. in \our Chevrolet" was first
used in 1949, but new lyric- ha\e been
written for it. It's still a snappy song
with eas\ and memorable rhymes.
Here's a sampling:
"See the Chevrolet
See it on display
In an) Che\ \ \ show room coast to
coast
Hear the people sa)
What a Chevrolet
The 57 Chev\ is the most !"
• Contadina (Brisacher, Wheeler
and Stall I : It's usuall) a single line or
slogan that makes a con icial mem-
orable, according to cop\ experts. In
the case of Contadina. this single line
is the introduction as well as the heart
of the commercial, repeated over and
over again by the singers: "Who puts
eight great tomatoes in that little bidd\
can?" I he announcer (nines in after
A/OIV EVEN MORE THAN EVER
Stoc6to*t'4 THaat *£i4te<tect fo Station
HOOPER RADIO AUDIENCE INDEX
STOCKTON, CALIF.
JANUARY- MARCH, 1956
MONDAY THRU FRIDAY
7:00 A. M. -12:00 NOON
RADIO
3 ji S
in u r:
C
N
KSTN
A
M
OTHER
AM & FM
SAMPLE
SIZE
]>.8
17.9
h.2
47.2
13.0
9.3
8.»t
9,707
MONDAY THRU FRIDAY
12:00 NOON-6:00 P.M.
RADIO
SETS
IN USE
c .
rk
KSTN
A
M
OTHER
AM & FM
SAMPLE
SIZE
10.^
20.7
7.3
35.0
15.1
9.5
12 .h
12,026
Spring 1956 Hooperatings
show KSTN increases dominance
of Stockton Radio Audience.
*America's 92nd Market
7?£u4tc-7U^'Pe>i44#a&tce4
Represented by Hollingbery
the refrain is sung three limes and
describes the tomatoes in appetite-
arousing detail, urging people to tr\
the product. Bui it's Stan Freeberg's
funn) rendition of the song that's
memorable.
"They re saying brieflj and mem-
orably what they want to get across."
says Ted Bates' Guild Copeland.
• Diamond Crystal Salt (Ogilvy,
Benson & Mather, written by Judson
Irish and \\ illiani \\ i ighl I : This com-
mercial, while mentioned freijuentK .
did not stand out in anyone's mind for
one particular line but rather for a
combination of reasons. In the song.
of course, there's the line "Diamond is
a cook's best friend! ". and it's a
memorable take-off on a well-known.
popular song. It has the additional
value of identifying the product, its
brand name and stating the product's
purpose and qualit) concisely. How-
ever, while some praised the song.
man) felt that the announcer's cop\ i-
outstanding for telling consumers what
the) want to bear:
"Now you're realh cooking . . . with
Diamond Crystal Salt, of course.
"Cause Diamond Crystal makes every-
thing you cook and serve taste better.
\nd Diamond Crystal is weather-proof
salt. Sprinkles freelj from your table
shakers in the wettest weather. . . ."
• Ford (J. Walter Thompson, writ-
ten b\ Ed Gardner and Joe Stone) :
The Ed Gardner series of Ford com-
mercials are an example of cle\er use
of a personality, sa\ the pros. As
soon as Ed Gardner comes on the air
with his easih recognizable voice, lis-
teners are compelled to paj attention.
Characteristically, Ed Gardner likes to
write his own cop\ from fact sheets the
agency provides him.
lb-re's an example of the >t\le:
"'Hello. Duffy's Tavern where the elite
meet to eat. Archie the manage]
speakin'. Oh, hello. Duffy. Has Mrs.
Duffj okayed bin in' the new Ford
\ety Well, intrigue her. Duffy. Tell
her she <an give it a worse beatin than
she gives 5 ou. . . ."
• Hit Parade (BBD0, written In
\it Bellaire, Dick Hedin, Joe Horns-
b\ . Dave Siegel i : The-c commercials,
mentioned mosl frequently, also
aroused the greatest divergence of
opinion ranging From extreme annoy-
ance to complete liking. On one sub-
jecl virtuall) all the cop) experts in-
ter\ iewed agreed : Tbe\ 're biglilx
memorable commercials in a held
where mention ol COp) points has be-
74
SPONSOR
22 DECEMBER 1956
come increasinglv restrictive over the
past few vears.
Following the concept oi constant
repetition, they build variet) with mu-
sic and use of different voices. These
are excerpts from the central portion
of a minute commercial:
Group: "New Hit Parade! New Hit
Parade draws free as air!"
Girl: "Your taste can't tell the fil-
ter's there!"
Group: "Tobacco so fine, so rich.
so rare!"
Girl: "Your taste can't — tell the fil-
ter's there!"
Group: "Your taste can't — tell the
filter's there!"
• Manischewitz i Kmil Mogul, writ-
ten by Myron Mahler): What do
listeners remember? The short, catchy
phrase, say the copy pros. In the case
of Manischewitz Wine this phrase is
both a play on the product's brand
name and an implicit praise of it:
"Man oh Manischewitz!" It's repeated
seven and more times in the jingle.
Here's the opening of the song:
"Man oh Manischewitz. man oh
Manischewitz
Man oh Manischewitz. man
You must try medium dr\
You must try medium dry
You must try Manischewitz Medium
Dry Concord Wine. . . ."
• Pepsodent (Foote, Cone & Beld-
ing I : One of the most talked about com-
mercials of 1956, this one was particu-
larly notable for breaking a trend in
toothpaste advertising, away from the
medical and back to the cosmetics ap-
proach. The commercial simply opens
with "\ ou'll wonder where the yellow
went when you brush your teeth with
Pepsodent!" But that two-line rhyme
is a clear case of talking to the con-
sumer about a product benefit he wants
to hear about.
The following excerpts were cited by
several copy experts as examples of
easy, catchy rhyming at its best:
"The taste is new, so fresh and clean
That new taste really lasts, it's keen.
And while it makes your smile a rave
It also makes your breath behave."
• Piel's I Young & Rubicam, orig-
inated by Ed Graham Jr.. now written
b\ William Lacey and \\ illiam
Schnurr) : It continues to be the per-
sonality interplay between the two
brothers, Bert and Harn I Mel. that
lends these commercials their enter-
tainment value. And these two char-
acters, with their distinct!) dilTerent
and recognizable voices, are alwavs in
some amusing and characteristic situa-
tion. Hut. said the top agenc) cop)
executives who nominated this com-
mercial almost unanimously, the com-
mercials Follow up the amusemenl
with direct selling.
Here's an example of a t\ sound
track which Piel's uses on radio:
Bert: "Harry's genius, singlehanded,
made 1 Mil s this delicious brew it i-
todav ."
Harry: "Well, I had help. 1 . . ."
Bert: "But when it comes to express-
ion himself, viewers, Harrj is a cold
fish."
Harrv : "Well yes, but I . . . "
Bert: "Well, let's face it. Harry. He
gets completely tongue-tied facing you
viewers. Why he caul even tell \ on
that our refreshing brew is delicious
because it's drv and all the good beei
flavor goes where it's supposed to . . .
down your gullet !"
While Y&R uses some Piel's tv
soundtracks on radio, mam commer-
cials are written specially for radio.
The commercials were first created lot
radio over a year ago.
• RCA portable radios (Kenyon
& Eckhardt, written by Stanley Tan-
nenbaum and Harry Stoddart under
former RCA group supervisor Fred
Flanagan I : It - the \ isual image
e\oked in these commercials that cop)
chief- mentioned as memorable and
attentioii-ueltin^. \ airjhn Monroe ex-
plains that the girl i> on top ol a
twelve-fool ladder, all set to drop two
poi table radios down to the llooi .
Monroe: "Oka) . . . let 'er go!"
Sound: CRASH (Same one used in
film commercial- I
Monroe: "Let's see what happened
. . . this ordinar) portable radio
-mashed to smithereens. Kill there's
not even a scratch on the case of this
new RCA Victor. . . "
• Winston (William Esty, written
l>\ Wendell \danis i : Cigarette com-
mercials aroused controversial opinions
1 1 om the agenc) men sponsor intei -
viewed. This commercial, while con-
sidered attention-getting and memor-
able, was also considered irritating
hv some who objected to the gram-
matical error incorporated into the
slogan: "Win-ton tastes good like a
cigarette should !
A number ol other radio commer-
cials were mentioned frequentlv as
outstanding. These included such ac-
counts as Levy's Bread. Mercurv.
Schaeffer. Pall Mall. Robert Hall.
Chateau Martin. ^
SOUTHWEST VIRGINIA'S PtfUt&eA RADIO STATION
THE ONE THEY LISTEN TO
x MOST ... IS THE ONE TO
SB BUY!
In Roanoke and Western Virginia
—that's WDBJ
Your Peters, Griffin, Woodward "Colonel"
has the whole, wonderful story
AM
960
KC
fm 94.9 mc
Owned and Operated by TIMES-WORLD CORPORATION
PETF.RS. GRIFFIN, WOODWARD, INC., Notional Representatives
SPONSOR
22 DKCKMBER 1956
75
The PACIFIC
NORTHWEST'S
exclusive
TV
90th U.S. MARKET*
KIMA-TV's three-station network provides
exclusive coverage to over 40,000 square
miles. KIMA-TV alone creates a tremen-
dous new market, ranking 90th in the
U.S., where no other single medium can or
does claim comparable domination.
*CBS Television
MARKET DATA
POPULATION 511,875
(Urban Population 261,900)
(Rural Populalion 249,975)
FAMILIES 159,925
EFFECTIVE BUYING INCOME $859,218,000
GROSS FARM INCOME $334,735,000
RETAIL SALES $632,561,000
FOOD SALES $135,614,000
GENERAL MERCHANDISE $430,890,000
DRUG SALES $ 21,335,000
AUTOMOTIVE SALES $123,748,000
ISource 1956 Survey of Buying Power)
Yakima, Washington
KEPR-TV <Uj KLEW-TV
Poll., Walk Ltwilt... Idok.
See
WEED TELEVISION
Pacific Norihweil ART MOORE
Tv and radio
NEWSMAKERS
Elias B. Baker has been elected an execu-
tive vice president of the Carl S. Brown
Company at the December meeting of the
board of directors. Baker has been serv-
ing as vice president and supervisor of the
Colgate-Palmolive account. The agencv
handles Halo Shampoo and recently was
appointed to take over C-Ps Vel Beaut]
liar advertising beginning the first of the
year. Before joining Carl S. Brown Co.. Baker worked on the
Colgate account at Cunningham & Walsh. Prior to that he was a
product manager at Lever Brothers for Rinso and Sprv. Before
joining Lexer, he worked for Young & Rubicam in both the New
York and Detroit offices. In New York he was assigned to the
Johnson & Johnson account, and in Detroit the Packard account.
He not his start in 19-15 at Cra\ \ Rogers agencv Philadelphia.
Karel Pearson has been appointed direc-
tor of the NBC Radio network. Pacific di\ i-
sion. Announcement was made by Mat-
thew J. Culligan, vice president in charge
of the NBC Radio network. Pearson will
report directly to Culligan in his new posi-
tion. Pearson started his career at KNBC.
San Francisco, as an office boy in 1934.
He became a clerk in the traffic depart-
ment and was transferred to the Hollywood offices of NBC in 1937.
He later became assistant traffic manager of the Pacific division.
After serving in the U. S. Air Force he returned to NBC in Holly-
wood as night manager in the radio department. He then served in
various capacities for NBC Radio in Hollywood and in 1955 was
appointed l\ program supervisor of the Pacific division and earl)
ilii* year became manager ol the Pacific division's talent operations.
Kenneth H. Baker has been named vice
president in charge of research and mar-
ket development for California-Oregon
Television. Inc., according to William B.
Si t hi II i ii. president of the corporation.
Baker was formerlv vice president of the
Market Research Corporation nl \meiiea.
president of Standard Audit and Measure-
ment Services, president of Broadcast
Measurement Bureau, and director of research of the NARTB. In
hi* new position he will supervise the development of marketing
information for California-Oregon Televisions stations, kl EM-TV,
Eureka, Calif.; KBES-TV, Medford, Ore.: and kOTI-TV. Klamath
Falls. Ore. Baker will also integrate marketing data for the area
covered bj the stations for the use of national and regional
advertisers. His headquarters will be located at Medford. Ore.
76
SI'ON'SOK
22 DECEMBER 1956
Greater Cincinnati merchants expect results
when they use WKRC Radio. And they get them
from Cincinnati's top-rated station, with more
daytime listeners than any other Cincinnati
station.
With an exclusive Columbia Network Radio
schedule, outstanding local personalities, and
promotion facilities of a high order, WKRC
Radio has what it takes to get business in the
billion dollar Plus Cincinnati market.
Get the facts from Katz!
Leads Ail Day!
6:00 IW until Midnight (Man. thru Fri. /
September-October l<>.~>r> Pulte
A TAFT STATION • Exclusive CBS Schedule
Represented by the Katz Agency
FOR CINCINNATI. THERE'S ANOTHER KEY
Radio
Ken Church, Vice President and National Sales Manager.
Don Chapin. Manager. New York Office. 550 Fifth Avenue.
RADIO CINCINNATI, Inc., owners and operators of
WKRC Radio and WKRC-TV in Cincinnati. Ohio, and
WTVN Radio and WTVN-TV in Columbus, Ohio.
SPONSOR
22 DECEMBER 1956
77
STACKS OF
Smokestacks have always been
a symbol of activity in our Ohio
River Valley. They came to us
first aboard the picturesque
sternwheelers that opened this
region to phenomenal growth.
They stayed to multiply and mul-
tiply above busy mills and fac-
tories whose industrial worth to-
day — in the Huntington-
Charleston heart alone — ex-
ceeds one billion dollars!
Nowhere in America is there
such a panorama of business un-
der full steam as in the 100-plus
counties served by the four-state
span of WSAZ-TV. Here live
nearly a million families with an-
nual buying power close to four
billion dollars — a symbol of
booming productivity making
this America's 23rd TV* market.
Your advertising cuts a smart
bow wave when you consign it
to WSAZ-TV, only TV station
covering the whole area. Any
Katz office can write the ticket.
HUNTINGTON-CHARLESTOM. W. VA.
OT.8.0. ITETWORK
AHiliated with Radio Stations
WSAZ. Huntington & WGKV, Charleston
LAWRENCE H. ROGERS, PRESIDENT
Represented by The Katz Agency
Reps at work
Martin Pollins, NBC Radio Spot Sales, comments: "With the
advertisers' full scale return to radio, representatives must continue
l<i sell the medium activel) and thus preclude any throwback to the
""dark ages of t\ domination. " Of the many problems now confront-
ing reps, he says, these two are the knottiest: first, the reappraisal
of tlie broadcast day in terms of
audience composition and weekend
listening; and second, the old
bugaboo of "ratings." "It is only
through providing improved serv-
ice to agencies and advertisers,"
Martin sav-. "'that we can hope to
make any progress in establishing
the pattern of buying each avail-
abilit) strictl) on the basis of the
merit of the personality and on
whatever local advantages the
show might enjov." Ratings serve
as a guide, he points out, but the) do not furnish a conclusive
answer. "Here at NBC Spot Sales," Martin concludes, "we are
constantl) striving to bring the market to the buyer through the
continuing efforts of our research department and through such
innovations as our Radio-Phonic Spot Buying whereby a buyer
can listen to any show on any of our stations simplv bv phoning.
Douglas Jones, Headley-Reed Co., New York, says 1'JoG — spot
radio's biggest year — brings headaches along with the sales boom.
"The sales upturn has caused complications for rep and advertiser
alike." he points out. "Where time is tight, the timebuyer must
either take time not originally requested, reduce the number of
spots, or even delete important
markets." To solve this problem.
Douglas make*, these suggestions:
(1) The agency should plan its
campaign farther in advance, en-
abling the rep and station to offer
availabilities desired. (21 The
agencj should buy in months that
are not crowded with seasonal
spots, if its product is non-sea-
sonal, i 3 1 The agenc) should
select time segments thai best suit
the product as to size and type of
audience, rather than overlv popular slots, such as 7 to 9 a.m.
I i I he agencv should allow (he station to rotate spots within a
time period, instead of insisting upon fixed positions. I his applies
particular!) in local programing of an hour or more duration
which has approximatelv uniform audience composition and the
same personalit) throughout the program, such as a <l.j. show.
78
si'onmu;
22 DKCKMBKR 1956
THE BEELINE'S RESNO STATION
KMJ has MORE TOP RATED SHOWS 7 out of
the 10 most popular programs in the Fresno area are
KMJ shows, reports Pulse.
KMJ has GREATER COVERAGE than any competi-
tive station, daytime or nighttime. (SAMS)
KMJ has a GREATER FCC CONTOUR, daytime or
nighttime, than any competitive station.
Beeline stations, purchased as a unit,
give you more listeners in Inland Cali-
fornia and Western Nevada than any
competitive combination of local sta-
tions . . . and at the lowest cost per
thousand. (SAMS & SR&D)
SACRAMENTO, CALIFORNIA • Paul H. Raymer Co., National Representative
SPONSOK
22 DECEMBER 1956
7"
SPONSOR
«iP» BB»#™m
More ingenuity in radio copy
Today's radio commercials are marked by more creativity
and greater ingenuity in concent. Therefore we say double
congratulations to the creators of the 10 radio commercials
selected In agency copy chiefs in this invigorating and com-
petitive radio clime a> the lie-t efforts of 1956. (See "The
top ten radio commercial- of 1956," page 23 this issue.)
This year's radio commercials have been characterized by
better production values and originality in approach. A Avoid
of praise to the agencies with the dramatic flair and the cli-
ent- with the understanding that best commercial use of the
medium mean- constant refining of the selling message.
Public service in Texas
It"- true what they say about Texas.
Out there they think big and act big.
For example, take the latest Texas Association of Broad-
casters project, called "Operation Lifeline." In order to tie
in with Conelrad, TAR i- organizing the whole state so that
the public can lake their radio sets to repair shops displaying
the TAB banner and have them marked for 1240 and 640
through use of a signal generator. This is public service
that registers. We recommend that other state associations
and the NARTU follow TAIVs lead.
Christmas for Kids
Christmas, t hey say, is a season for giving. As every-
body know-, it's also a season for getting. In our liearl of
heart- we know that if the Yule spirit means anything al all.
the giving part must override all.
Hence, the Christmas for Kid- plan, sponsored b\ a group
in which radio-l\ name- -land oul prominently, strikes ju-l
the right chord. The plan, and we quote, i>: "Instead of the
usual exchange o| pre-enl- between friend- and business
associates, why not provide specific gifts or services i<>
need) kids in the name of those friends?"
this we fight for Despite great strides
in radio commercial writing this year [seepage
23), too nidii ) admen still hiss off radio copy.
Radio can grow in effectiveness <ml\ il ratlin
ci>l>\ receives maximum creative attention.
lO SECOND SPOTS
Naturals: More station buys we'd
like to see — Bell Telephone Co. on
K \LL (Salt Lake Citv i : Southern Roll
Telephone Co. on KAWL (York,
Neb.); Western Union on WIRE (In-
dianapolis) : Buxton wallets on KASH
i Eugene, Ore.) ; Swift & Co. on KATI.
(Miles City, Mont, i : Kent Cigars ir-
on KENT (Shreveport, La.) ; Cuticura
toiletries on KUTI (Yakima. Wash.)
and KURA (Moab, Utah).
Uninhibited: Chuck Mefford, d.j. at
\\ kill. Kalamazoo, ran a Suppres>ed
Desire Contest, gave winners oppor-
tunity to de-frustrate themselves b)
such antics as walking barefoot
through money supplied by local bank.
Sounds like a new use for radio — mass
psycho-therapy.
Definition: "Identification" is what
j mi need to cash a check when you are
a stranger in town.
Flash! From a classified ad.
COPYWRITER: Man with a spark
and the fuel of experience and charac-
ter to make it catch on. . . .
Regular or hi-test?
*More Shakespeare on ratings
The ripest fruit first falls. ( 1 )
Taking the measure of an unmade
grave. (2)
We have seen better days. (3)
The instruments of darkness tell us
truths. (4)
Uneasy lies the head that wears a
crown. (5)
Oft expectation fails. (6)
\ beggarly account of einph boxes, i 7 i
Tis a naughty night to swim in. i!!i
This is the night that either make- me
or fordoes me quite. (9)
If \ou have tears, prepare to shed them
new. (10)
( .ml -,i\ e the mark, ill)
Help me, Cassius, <>r I sink! (12)
How to woo? Dorothy Kent, cos-
metics and fashion copy group head at
Kind Mogul, told the Metropolitan
Advertising Men's Club: •".Never bit
a woman if you would capture her
through ad copy, bul strike her fanex
and >he is \ours. To play it real saje.
male sure she's \ours before \ou
si rile.
SOURCES: (1) Richard II. A II. i 1; (2) H.nnoo A
\ III. s 2; (3) I mi. .N i mi . ii A III, s 1 ;
{■li Maobetli \ i Henry IA \ in. i 1;
.. mi Well Thai Bndi Well J I, s 8; (7) iiomco &
I \ i i i i \ 111,84; (9) Othello.
\ \ l in Juilui e,„ .;,i \ III. s 1; (11) Henry
i\ Pari I vi i lultua Caesar, A I, s 1.
80
SPONSOR
22 DECEMBER 1956
in BALTIMORE WBAL-TV's
SATURDAY AFTERNOON PROGRAMMING
REALLY STANDS OUT!
3:00
HOPALONG
CASSIDY
Participating Sponsorship
3:30
BUFFALO BILL, JR.
Sponsored by Mars Candy
4:00
77th BENGAL LANCERS
Sponsored by General Foods
4:30
SKY KING
Sponsored by National Biscuit
5:00
ROY ROGERS
Sponsored by General Foods
5:30
ANNIE OAKLEY
Sponsored by Carnation's Friskies
6:00
FOREIGN LEGIONNAIRE
Sponsored by Chunky Chocolates
a solid 3? hour block of
shows for family viewing
co-ordinated by Jarrett "Patches" Lickle
Veteran of Godfrey's Talent Scouts and Kaptain Kangaroo
VVBAL-TV Saturday afternoon programming is outstanding . . . solid
with favorite shows popular with the entire family! "Patches" as M.C.
throughout the afternoon gives it the festive appeal of one big party.
Many of these shows arc available for participating or co-sponsorship.
Your nearest Petryman, or any of the fellows at WBAL-TV Sales will
gladly give you complete information.
WBAL-TV Channel 11 BALTIMORE fl|B
Nationally represented by The Edward Petry Co. Inc.
J ? 0 12-53 94 HSS
3 MILDRED L JCY
! : 3 C DM 2 7 4
30 d:ckefeller plaza
NEW * TK 20 N Y
■s?
5>
>V
$>
CI
b
>v
^
*
<SF
#
V
and company
RADIO
STATION
REPRESENTATIVES
29 DECEMBER 1956
40* a copy • $10 a yaar
PO
OR
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
slivering TOP Audiences
RNER BROS • RKO * 20th CENTURY-FOX • MGM
ONLY TRIANGLE STATIONS
deliver VI. L of ihe top film
ih'<h1ih*i available lo television.
WFIL-TV
PHILADELPHIA, PENNSYLVANIA
WNBF-TV
Bl N G H A M TO N , NEW YORK
WFBG-TV
ALTOONA, PENNSYLVANIA
WNHC-TV
NEW HAVEN-HARTFORD, CONN.
WFIL-TV.. Basic ABC • WNBF-TV.. Basic CBS + ABC, NBC
WFBG-TV. . Basic CBS + ABC, NBC • WNHC-TV. . Basic ABC + CBS
Bloir-TV for WFIL-TV, WNBF-TV and WFBG-TV. Kotx for WNHC-TV
•rated by: Radio and Television Div. / Triangle Publications, inc. /46th & Market Sis.. Philadelphia 39. Pa.
WFIL-AM • FM • TV, Philadelphia, Pa./WNBF-AM • FM • TV, Binghamton, N . V.
WHGB-AM, Harrisburg, Pa. / WFBG-AM •TV, Altoona, Pa. / WNHC-AMi FM»TV,New Haven-Hartford. Conn.
National Sales Office, 2 7 O Park Avenue, New York 17, New York
THE 1956
TV/RADIO
STORY
Air media soared to
nearly 20% of all ad
dollars. Headaches
came from Washington
probes, net tv shows
Page 25
10 best tv
commercials
of the year
Page 31
Tv/radio almanac
of 1957s least-
likely events
Page 34
Radio results
for wide variety
of product type
Page 37
introdi
lucing
a scries ot 1£ ads
personalized
selling
of a
limited list
the meeker company, inc.
radio and television station representatives
new york Chicago san francisco los angeles Philadelphia
-A_re your Oin.oinn.eLtl sales at low ebb?
Then it's time for ^ATKinC's IDOIST WEBB!
The station with the most popular programs can
be counted on to have the best adjacencies.
With an exclusive CBS schedule, the local top-rated
features, WKRC merits your first consideration.
Typical of local high listenership are the Don Webb
5:00 PM and 6:00 PM news broadcasts.
Currently sponsored, they still present an
opportunity for smart spot radio time-buying
from time to time.
Maybe that time is now. Don Webb is one feature.
WKRC has many others.
Why not get the facts from Katz?
Leads All Day!
6:00 4M until Midnight
(Mon. thru Fri.)
Srptemhrr-lh-tobrr 1956 Pulse
Ken Church. Vice President and National Sales Manager.
Don Chapin. Manager. New York Office. 550 Fifth Avenue.
RADIO CINCINNATI. Inc.. owners and operators of
WKRC Radio and WKRCTV in Cincinnati. Ohio, and
WTVN Radio and WTVN-TV in Columbus. Ohio.
A TAFT STATION • Exclusive CBS Schedule | — ^.^.f*^ j f* )
Represented by the Kat; Agency ,'" """•,
FOR CINCINNATI. THERE'S ANOTHER KEY
SPONSOR
29 DECEMBER L956
29 December 1956 • Vol. ill. Vo. U
SPONSOR
THE WEEKLY MAGAZINE TV RADIO ADVERTISERS USE
DIGEST OF ARTICLES
!').">(» summed up: nunc money, movies and migraines
25 Spending gains wen n i tered in nearly everj sectoi ol the aii mi
Inii the Washington probes and tl I of feature films made foi unresl
Mr. IJoh <:i\«-s . . .
30 Public service plus National Brewing donates a month's ad campaign
to the i"ini appeal ami discovers n<> loss in sales volume l"i period
The 10 top television commercials of 19.">(»
31 \i'-n.\ copy experts selected outstanding i\ commercials l"i sponsor
lia-ed ..I, criteria of viewer interest, production values and copy theme
Tv/radip almanac of L957's least-likely events
34 Oui crystal ball freshl) shined with Glass Wax, sponsor previews the
coming year and reveals prophecies much stranger than truth or fiction
Radio Results Section
3 7 l'1"'1 •""' '" ''"' point, each capsule case history contains radio costs
ami specific results obtained. > < .u'll find ideas here you can use
FEATURES
54 \genc5 Profile
22 L9th and Madison
56 \ru and Renew
60 News & [dea Wrap-l p
5 New smaker of the \\ r.-k
78 Reps ai Work
74 Sponsoi \-k^
18 Sponsoi Bai ksta
72 Sponsor Hears
9 Sponsor-Scope
80 Sponsoi Speaks
59 Spot Buys
80 I . n Sei ond Spots
16 T i inii mi \ ei - ai \\ oi k
76 T\ and Radio Newsmakers
69 \\ ashington Week
In Next Week's Issue
Television Results Section
f apsule . a-.' histories on ucci ful local and regional televisi am
lunterparl to ilii- week's Radio Results Seel
T\\ \- -witch to .">2-\*«'rk sjioi radio
Airline started using spot radio on an in and oul basis. Bui like man)
ill. ni- ii lia- now moved to yeai round spot radio because "I results
Editor and President
Norman R. Glenn
Secretary -Treasurer
Elaine Couper Glenn
Vice-President — General Manager
Bernard Piatt
EDITORIAL DEPARTMENT
Executive Editor
Miles David
News Editor
Ben Bodec
Senior Editors
Alfred J. Jaffe
Evelyn Konrad
Jane Pinkerton
W. F. Miksch
Assistant Editors
Joan W. Holland
Jack Lindrup
Betty Van Arsde!
Contributing Editors
Bob Foreman
Joe Csida
Art Director
Phil Franznick
Production Editor
Fiwin tphron
Photographer
Lester Cole
ADVERTISING DEPARTMENT
Advertising Director
Arnold Alpert
New York Manager
Charles W. Godwin
Midwest Manager
Kenneth M. Parker
Western Manager
tdwin D. Cooper
Promotion Manager
Mort Winthrop
Production Manager
lean I. Engel
Advertising Staff
Marilyn Krameisen
f^eorqe Becker
Dianne Ely
Administrative Coordinator
Catherine Scott Rose
Circulation Department
Beryl Bynoe
Emily Cutillo
June Kelly
Accounting Department
Laura Oken
Laura Datre
Readers' Service
Betty Rosenfeld
Secretary to Publisher
Carol Gardner
Member of Business Publications
Audit of Circulations Inc.
EDS!
SPONSOR PUBLICATIONS INC.
combined with TV. Executive. Editorial
Circulation and Advertising Offices: 40 E
•19th St. 1 49th & Madison) New York 17
N. Y. Telephone: MUrray Hill 8-2772
Chicago Office: 161 E. Crand Ave. Phone
Superior 7-9863. Los Angeles Office: 6087
Sunset Boulevard. Phone: Hollywood 4-
8089. Printing Office: 3110 Elm Ave
Baltimore 11, Md. Subscriptions: United
States $10 a year. Canada and foreign
$11. Single copies 40c. Printed in USA
Address all correspondence to 40 E 49th
St., N. Y. 17, N. Y. MUrray Hill 8-2772
Published weekly by SPONSOR Publication*
Inc. Entered as second class matter on
the 29 January 1948 at the Baltimore
postofficc under the Act of 3 March 1879
Copyright 1956
Sponsor Publications Inc.
KTHV
Channel 11
LITTLE ROCK
Sells MOST of Arkansas!
WITH 316,000 watts on Channel 11 and with the tallest antenna
in the Central South (1756' above average terrain!), KTHV is
seen, heard and gets viewing response throughout MOST of Arkansas!
Please study the mail map above, which also conforms very closely to
our engineering contours. Notice that it includes 47 Arkansas counties
— notice KTHV's penetration to all six surrounding State borders, with
mail actually being received from viewers in Mississippi, Missouri,
Oklahoma and Texas!
Your Branham man has all the big KTHV facts. Ask him!
316,000 Watts Channel
Henry Clay, Executive Vice President
B. G. Robertson, General Manager
AFFILIATED WITH KTHS, LITTLE ROCK AND KWKH, SHREVEPOR
©
say it with music
Now, 18 hours of
MUSIC
with 18 news shows daily on
WUIM-RADIO
Lansing, Michigan
of the week
Frank Headley: manhunts to fact-hunts
\()r>~ will mark the LOth anniversary of the Station Representatives
Association, and for the second time (the first was in 1949) Frank
\l. Headley will he its president. Headley, president of H-R Repre-
sentatives, Inc. and H-R Television, Inc., was elected at the recent
annual meeting in New York. What kind of year lies ahead for SRA
and its new chief — a 48-year-old, six-foot-tall, former FBI many
The plans for 1957 are: (1)
continue to encourage growth of
-pot tv and radio as well as pro-
mote interests of all SRA members
and the broadcasting industry l2l
continue to collect and publish
monthly spot radio dollar figures;
i .'! i collect and publish spot radio
dollar figures broken down by
product category on a quarterly
basis: (4) explore possibilities of
publishing monthly spot tv dollar
figures as is now being done in
radio: (5) >eek new ways to make spot easier to buy; (6) provide
lurther member services such as a central up-to-date file of ad-
dicssograph plates of important agency and client personnel. Thus
Headley, who took part in main a manhunt, faces a spot radio-tv
fact hunt.
Of immediate concern to SRA's membership is the NBC Radio
hniirly news plan (see SPONSOR 15 December 1956, page 5) that
may find five-minute network news programed on every hour from
7 a.m. to 11 p.m. SRA takes the position that this is an "invasion"
h\ NBC oji their affiliates' station time periods at "cut-rate prices"
and at a time when radio sales are showing excellent gains — es-
pecialh in national spot.
In Frank Headley s own stable are 12 NBC affiliates. He doesn't
yel know if the\ will accept or reject the NBC plan.
Headley. now settled down with his wife and two children in
Scarsdale, N. \.. to the suburban pattern of church, board of educa-
tion and countn club activities, can look back on a career checkered
with variet) and adventure. He has been a salesman for Standard
Oil, a member of the Nebraska bar, and a specialist in tracking
down extortionists, bank robbers and kidnappers for the FBI in
Chicago and New York. He was in on the captures of \ olne\ Davis
and Akin Karpis. notorious kidnappers of the mid "3()'s.
It was while working on an extortion-with-threat-of-kidnapping
case that Headle\ became friendly with the intended victim's father
Frank Miller, bead of Kelly-Smith, newspaper rep firm in Chicago.
\fter the case was solved. Miller invited Headley to become manager
(if bis new radio department. This was in 1936. Headley accepted,
and has been in broadcasting ever since. Headley is not the onl\
FBI man to enter air media. His boss in Chicago was Melvin
Purvis who set the trap for Dillinger. Pur\is now manages station
WOLS. Florence. S. C. ^
SPONSOR
20 DECEMBER 1T>(>
Mwie bwwqi
Q
II — I
IN SAN DIEGO THE
NATION'S ]Qth MARKET
You can't cover
America
without
MONTANA
The Contuteittol
Dundi Station
KXLF-TV4
Metropolitan Montana
o. . .
• «<*.«
*-] -f.t**
1 "''
•■■
. ■
\oou\j
.».«<•) >"«=<
>\s
'. 1 t
r
»\J^l
\ «Wm..
(.•<*'.*
\
»l •
-, "•CI
■ [
| **■■
Top power 1 and 1/2
miles in the sky.
Noh thai ex
pre-testing ends guessil
more than evei
I
• . ffoott spot to be tit /
Like to get an idea how the job is going to turn out
before you start? Then you'll agree with duPont,
makers of Duco paint, that our Spot-Check Plan
comes in mighty handy. This new spot television
sales concept allows you to pre-test (on any or all
of the 13 major stations we represent) the effective-
ness of the medium and the various ways to use it
...providing reliable qualitative sales research at
no extra cost!
DuPont used the Spot-Check Plan in a three-city
test to gauge spot television's power to stimulate
sales and increase their >hare of market for paint
and auto polish. Not only did the test campaign spur
a tremendous boost in brand awareness, but it net-
ted handsome sales increases as well. (In one test
city, Duco paint sales shot up 65'< during the
13-week test period! ) According to Dick Swyers,
BBDO account executive: "The test served as the
basis lui' the entire spot campaign we're now lim-
ning.. .helped us make national plans with solid,
factual data to back us up." Good spot to be in!
Put an end to costl\ second-juiessing . . . get all
details on the Spot-Check Plan from...
CBS Television Spot Sates
Representing: \\(i;»-i\ Nevi York, wi \t-i\ Philadelphia,
\\iop-i\ Washington, wbt\ Charlotte, \\i;i\\ Florence,
wmbr-t\ Jacksonville, \\\i\ Milwaukee, wdbm-t> Chicago.
k»i-i\ Salt Lake City, kci i-i\ Galveston-Houston, koin-ta
Portland, knxt Los Angeles, whi i Hartford, cbs celevision
PAI 111" Ml WORK
MORE AUDIENCE* than
ANY STATION IN BALTIMORE
THAT'S WHAT
WNBF-TV, BINGHAMTON, N.Y
DELIVERS DAY AND NIGHT
SEVEN DAYS A WEEK- AT
LOWER COST PER 1000.
YOUR BLAIR-TV MAN HAS
THE EVIDENCE FOR YOU.
Also more audience than any
station in Kansas City, Buffalo,
Minneapolis-St. Paul, Houston,
Milwaukee and other major
markets; at lower cost than
every station in eight out of
the ten major markets.
Telepulse, December, 1955.
O. TRIANGLE STATION
WNBF-TV
BINGHAMTON, NEW YORK
Channel 12
NBC-TV • ABC-TV
operated by: Radio and Television Dlv. / Triangle Publications, Inc. / 4-6th & Market Sts., Philadelphia 39, Pa.
WFIL-AM • FM • TV, Philadelphia, Pa. /WNBF-AM • FM • TV. Blnghamton, N. Y.
3-AM,Harrlsburg, Pa./ 3-AM •TV.AItoona, Pa./ WNHC- AM • FM "TV, New Haven, Conn.
National Sales Office. 2 7 O Park Avenue, New York 17, New York
; SPONSOR • 2'» m:< EMBE R L956
Most significant tv and radio
news of the week with interpretation
in depth for busy readers
SPONSOR-SCOPE
29 DECEMBER General Electric is converting its Sunday night rating powerhouse — GE
co»yri«ht i»sa Theatre — from an institutional to a hard-sell operation.
SPONSOR PUBLICATION* INC. ,.,, . , ,
Ihe move has several major overtones for advertising, marketers, and the appliance field.
They are:
• The penny ante players have heen shaken out of the appliance field, and a few full-
line leaders — including RCA, Westinghouse, and Philco — are girding for the hottest compet-
itive year yet.
• Unless money is no consideration, tv has become too expensive for strictly institu-
tional purposes.
The GE Theatre reaches around 15 million homes, and costs $2.21 per-thousand-homes-
per commercial minute — apparently, as GE now sees it, too good a buy for purely institu-
tional advertising.
GE has three other network shows.
(For a more detailed comment on how the appliance business is turning into a battle of
the giants, see SPONSOR-SCOPE 8 December.)
Unless the question of station commitments can't be solved, Brown & Williamson
will close for the rest of the Round-the-Clock News on NBC Radio in a few days.
Bristol-Myers bought half the package weeks ago; but other interested advertisers have
shied off because NBC admitted — frankly — that it couldn't always guarantee delivery of all
required stations.
Joe Culligan, NBC Radio v.p., now is meeting the guarantee query with this promise:
"You give us the order, and we'll fix you up."
Half the package comprises 2,210 five-minute periods a year. Cost: $2.1
million.
CBS and NBC are moving into the New Year with over a dozen shows open to
alternate sponsorship — obviously an unusual situation for the tv networks.
The CBS contingent: Jackie Gleason; Oh, Susannah; The Brothers; Phil Silvers;
Doug Edwards and the News.
The NBC programs: Roy Rogers; Steve Allen; Break the $250,000 Bank; Hiram
Holliday; NBC News; 77th Bengal Lancers; Meet the Press; Circus Boy and Wells Fargo.
Next year again doesn't promise to he the year that color tv sets sweep the
market.
You get an omen of that from what Magnavox's president, Frank Freiman, told the
New York Society of Security Analysts:
"Color tv will for many years — if not forever — be the luxury end of our business.
There will always be a very large black-and-white receiver business."
RCA's General Sarnoff, on the other hand, is much more optimistic, despite the fact
RCA's color activities lost $6.9 million in 1956. SarnofT's goal in '57 is 250 thousand color
sets — though RCA in '56 sold but 41% of that number.
Bulova plans to put off marketing its electric shaver until next fall — in other
words, until the 1957 Christmas buying season.
The company wants to insure adequate pretesting, thereby avoiding the fate suffered
by another shaver manufacturer, thousands of whose items poured back to the factory for
repair or replacement.
About half of all shavers are sold six weeks before Christmas.
SPONSOR • 29 DECEMBER 1956
SPONSOR-SCOPE continued . . .
Count Young & Rubicam as another toplinc agency that's embarked on a
comprehensive appraisal of the present state of radio — both network and local.
Robert P. Mountain, v.p. in ciiarge of Y&R's tv-radio department, has assigned this
special study to one of his account men — Ken Woods.
BBDO recently followed up a similar probe by appointing Bill Hoffman as "radio
specialist" I see 22 December SPONSOR-SCOPE, page 9).
Time, Inc. this week becomes a member of the Big Three non-network station
groups by acquiring three of Consolidated Radio & Television's properties.
Westinghouse and Storer are the other major group owners.
The new Time properties (subject to FCC approval) are: WFBM-TV-AM, Indianapolis;
WTCN-TV-AM, Minneapolis; and WOOD-TV-AM, Grand Rapids. The price to be paid is
$15,750,000.
Previous Time, Inc. stations are KLZ- TV-AM, Denver; KTVT, Salt Lake City; and KOB-
TV-AM, Albuquerque. These cost around $6.5 million.
The buy from Consolidated puts Time's tv ownership over the FCC's limit of vhfs by
one station. Indications are that Time will cut down by disposing of Albuquerque.
In terms of market coverage, here's how the other two top group owners line up: West-
inghouse: Boston, Cleveland, San Francisco, and Pittsburgh.
Storer: Detroit, Toledo, Cleveland, Atlanta (slated for disposal), Birmingham, Man-
chester, N. H., Portland, Ore. (uhf), and Miami (uhf).
Raymond Spector, chairman of the board of Hazel Bishop, Inc., has made these
interesting disclosures to his stockholders:
• Hazel Bishop is "buying $6 million of tv spots a year for only $1.5 million"
through C & C Television Corp. (the Matty Fox set-up).
• As of 1 February, Hazel Bishop will acquire all the stock of its ad agency, Ray-
mond Spector Company, Inc.
The letter incorporating the above information has this to say about the agency acqui-
sition:
"This will be on a very advantageous basis and should also result in materially increasing
per share earnings during 1957."
Pan-American Airways apears likely to supplement its sponsorship of See It
[Now with a program pinpointed toward the lower income groups.
The strategy of the second tv campaign would be two-fold: (1) selling the usual tourist
flights, and (2) telling the foreign-born that flying to the homeland for a visit is as economical
as going by boat.
Because much of the second campaign will lie directed to people of foreign extraction,
spot is first choice.
It looks as though a number of the other overseas airlines will be battling for
their share of the market via air advertising in 1957. Sabena already is testing a spot cam-
paign on WRCA-TV, New York.
NBC Radio plans to make audience promotion one of its ace cards in 1957.
The network now is working with some of the biggest door-to-door retail organizations
in America to stimulate regular listening to NBC-affiliated stations.
The proposal: Every time a Fuller Brush, Jewel Tea. or Avon toiletries sales person makes
a home call, he leaves a program schedule.
NBC figures that this ^rass-roots gimmick could provide up to 3 million schedule place-
ments a week.
Right now. the idea still faces one problem, pureh mechanical: how to treat the local
-I at ion listings when the signals of two NBC affiliates overlap.
]Q SPONSOR • 29 DECEMBER 1956
SPONSOR-SCOPE continued .
After the rather drab first-half record of this year's network tv season pro-
gram-wise, you hear more and more talk ahout pioneering for names and faces
at the local station level.
Such talk is not brand new, of course. But what at least gives it an air of timeliness
now is the new breath of life in network radio — for it was in network radio that so
many new stars got a chance to leave the farm or drug store.
Here are some notable examples which program people think could be repeated today
with a little diligence:
Goodman Ace: A reporter on the Kansas City Journal-Post who got into radio with
a "Movie Man" routine, then originated the Easy Aces comedy serial with bis wife, Jane.
From a KC station, he moved to WGN. Chicago, and the networks — for 15 years.
Gene Autry: Came off his father's ranch for a spot on KVOO. Tulsa. In '29 he drifted
to WLS. Chicago, thence to fame and the movies.
Amos 'n' Andy (Charles Correll and Freeman Gosden) : Teamed up in southern Illi-
nois for amateur theatricals and plaved around as vocalists in Chicago. WGN converted
them into Sam V Henrv in '28 and two years later into A & A. Niles Trammell sold them
to Pepsodent in August 1029. Soon afterwards, the U. S. identified 7 o'clock as Amos 'n'
Andy Time and set its clock accordingly.
Jane Fronian : While studving at the Cincinnati Conservators <>f Music, she sang at
a party attended by Powell Crosley, then WLW owner, who put her on his station — so
successfully that within a vear she was doing 22 programs weekly. From there it was Paul
Whiteman, Todent. Jell-0. and the rest.
Arthur Godfrey: Piano and banjo plaver — out of the Coast Guard — who got to WFBR.
Baltimore, via an amateur show: then to WJSV. Washington, and so up the CBS ladder.
Lum & Abner (Chester Lauek and Norris Goff) : A couple of Mena, Ark., business-
men who did local black face and hillbilly entertainment for fun; sparked such a successful
flood-relief campaign in 1931 that KTHS. Hot Springs, put them on the payroll. NBC soon
found them a longtime sponsor — Quaker Oats.
Graham MeNamee: Originally a concert singer, who wandered into NBC one (1923)
day out of curiosity during a lunch hour, was taken on as a singer, and became the first
name sportscaster in radio.
Others: Gene & Glenn. Stoopnagle & Budd (F. Chase Taylor and Budd Hulich), Little
Jack Little. Smilin' Fd McConell. the Pickens Sisters. The Mills Bros., Sam Frankel (the
Barbosol Man). Al Pearce.
All came from just around the corner.
While Madison Avenue considers this hardly an exciting season program-wise,
it feels a lot of headway has been made in the quality of film commercials.
Madison Avenue observers think the conspicuous improvement reflects two things:
1) Agencies are spending two to three times more for commercials than for
program supervision and development, salary-wise.
2) Recognition of the fact that in spot tv — because of triple and quadruple spotting
practices — a commercial must fight hard for audience attention.
Also, an agency now builds its reputation with clients on the strength of its commercials
— not so much its buying power of choice spots. (See top in tv commercials selected
bv agency copy chiefs, page 31, this issue.)
Agency managements have their fingers crossed over the government's tight
money policy. Several clients already have indicated they may have to pull in their belts.
Too high an expense for financing production leads to restriction of inventory.
American Tobacco and Toni will be able to part with the Stanley show 4- March
without paying a talent cancellation penalty.
The contract had several months to go; but NBC waived all further obligation since
Buddy Hackett, the star, had only an oral contract, and Max Liebman. the producer, could
be taken care of elsewhere.
SPONSOR
29 DECEMBER 1956
11
SPONSOR-SCOPE continued
Early last month SPONSOR-SCOPE reported that this winter's "problem No. 1 is
communications inside and out the agencies. 'Meeting-time' has become such a ravenous
consumer of attention that routine duties often get side-tracked for days" (17 November,
page 9). Moreover. SPONSOR-SCOPE promised that developments "will be reported here
as they are devised."
To date, the most common piece of advice to the seller who gets caught in the agency
logjam is this:
Learn to adapt himself to the Madison Avenue tribal custom — the constant round
of intra-agencv meetings.
The technique:
• Study the patterns of meetings as a guide to making calls.
• Avoid cold calls.
• Re-examine his own sales procedures on the theory that some of the "meetings" mav
be alibis by timebuvers who don't want to face sellers with no "hot" story to tell.
(A January issue of sponsor will have a full-dress treatment of this topic.)
What may be building up to an explosive showdown one of these days is the
attitude of producers of network-owned shows toward agency people visiting the
studios.
The basic issue that's causing the resentment is the refusal of some producers to let
agency observers on account assignment sit in the control room during the dress re-
hearsal or the actual broadcast.
Here are some quotes which put the contending viewpoints into focus:
An agencv program department executive says: "Time was when an agencyman got
respect around a network. Now he gets arrogance. How can you report to a client why
something went wrong unless you had a vantage point like the control room?"
A network producer, on the other hand, counters: "Thev only get in the way and make
us nervous. They've got enough to do in seeing that the commercials come off right. If they
want to see the show, let them sit in the audience or client's booth."
A network programing executive adds: "Who needs them? We leave it to the indi-
vidual producer to determine whether he wants them around. He's the man responsible for
the show, and we plan to keep it that way."
NBC's announcement of major programing feeds to educational tv sources
suggests something that equipment manufacturers have been aware of for some time:
In years to come, educational tv operations — which include closed circuits in the schools
— mav turn out to be a huge market for equipment.
All new New York City high schools are to be wired for closed circuit tv; and all of the
$500,000 ("excepting $25,000) just appropriated by New York State for tv likewise will go into
hard goods.
The National Football League has just come through a record attendance year,
and CBS thinks its telecasts have had a lot to do with it.
The network's reasoning is f"l ) local fans got to know the home team through watch-
ing out-of-town contests on tv, and (2) people in non-league towns were lured to attend a
game ^vhen visiting the league city.
Onlv exception was Cleveland which got off to a bad season after years of champion-
ship teams.
For other news coverage In this issue, sec Newsmaker of the Week, page 5; New
and Renew, page 56; Spot Buys, page 59; News and Idea Wrap-Up, page 60; Washington
Week, page 69; sponsor Hears, page 72; and Tv and Radio Newsmakers, page 76.
12 SPONSOR • 29 DECEMBER 1956
In Miami — a runaway — without a give -away I
WQAM leaps to 1st place in audience after
less than 3 months of Storz programming
That's how fast listening habits have changed in
Miami as a result of less than 3 months of "Storz
Station" programming. And it's a decisive first place
with a pace-setting 'Jli.li', in the morning and a con-
vincing 32.6^? in the afternoon. And it was accom-
plished without a single give-away, and without any
contest requiring listeners to be tuned in in order to
win. Already a fine hny to begin with -WQAM is
now the buv in .Miami. Talk to the BLAIE man — or
WQAM CM. .lack Sandler.
WQAM
MIAMI
Covering all of Southern Florida
with ~>,000 waits on 560 Irs.
THE STORZ STATIONS
Today's Radio for Today's Selling
WDCY
Minneapolis-St. Paul
WHB
Kansas City
WQAM
Miami
SPONSOR
Represented by John Blair & Co.
2') DECEMBER 1956
NEW HOOPER SAYS WQAM IS
EVEN FURTHER AHEAD, ALL DAY:
WQAM 29.8%
Station "A" L9.595
statim, "B" 16.3%
Station "C" 9.595
Stat,,,,, •■!>" 6.4^5
Statin,, "E" 5.995
Statin,, «F" 1.7',
Station "'■" L695
Station "II" i.v,
Statin,, "I" 1.595
Others _ 1.8%
■'Hooper, Nov. -Dec, 1956, 7 a m.-6 p m , Mc>
President:
TODD STORZ
KOWH
Omaha
WTIX
New Orleans
Represented by Adam Young Inc.
13
it
N A NEW "HOT LINE
If
With the addition of NBC Radio Network's "HOT
LINE" Service, now in operation, radio news coverage
takes on increased stature. An open line, linking
NBC Radio Central to every affiliate, is ready throughout
the hroadcast day. When news breaks anywhere in the
•world, immediate notice clears all stations automatically,
to bring NBC Radio audiences instant word.
Beginning January 14th, the NBC Radio Network
brings the nation another exclusive service: NETWORK
NEWS ON THE HOUR. Not just a rehash of wire
services, each broadcast will have fresh news — live,
direct reports by NBC correspondents around the
world, on-the-spot coverage of important local stories
by Network Associate newsmen at NBC's affiliates.
Throughout the entire week, the first five minutes
of every hour will keep America on top of the news.
The "HOT LINE" Service and NEWS ON THE HOUR
form a one-two news punch that will make the
NBC Radio Station in every market THE source for
swift, reliable, complete news coverage. This is
the combination that gives listeners more reason than
ever to keep tuned through the day to NBC Radio.
Advertisers have been quick to recognize the value of
this vital development. Bristol-Myers has purchased
half of all the NEWS ON THE HOUR broadcasts -
one of the biggest network buys in years.
The dynamic energy of NBC Radio can generate sales
for you, too. Your NBC Radio Network representative
will tell you how. Call him today.
RADIO NETWORK
a sen. ice
•/I
Be a PRIVATE EYE
for HOME SAFETY
YOUNG CHILDREN
die from fires — falls —
suffocation — poisons.
ALL unguarded medicines, household
chemicals, liquid fuels are dangerous.
Keep fhem out of reach -ouf of sight.
14,000 YOUNG and OLD
DIE FROM FALLS ALONE!
//
stay alert! stay alive!
Make all your family
PRIVATE EYES
Contributed is » public service by
THE ADVERTISING COUNCIL
THE NATIONAL SAFETY COUNCIL
//
Timebuyers
at work
ioth general and
food advertisers
Frances "Johnny" John, media buyer, Bryan Houston, New York,
favors no one medium because as an all-media buyer for Nescafe
and other accounts, '•lie is able to appraise each medium in its proper
perspective. "In general, I use radio and t\ for Nescafe for their im-
inediac\. and print for detailed and firmK established impressions,"
Johnn) says. "'But each medium
interrelated!) sells the product.
Iniii s 'White Rain' campaign, Eor
example, confirmed the 'imager)
transfer factor: when the radio
listener hears a commercial she's
seen on tv, she sees it in her minds
eye. Johnn) tbinks her spol ra-
dio loi Nescafe has been tremen-
dousl) re-enforced by this tv di-
mension. "Since Nescafe is inter-
ested in reaching a broad audience
of all economic levels," she adds,
'"I bin participations and adjacencies to shows 0
specialized housewive's interests. Beverage an<
often make the mistake of pointing their entire campaign to the
lower middle class woman. Hut almost every woman is a potential
customer." Johnn) also likes to studv ratings back over a long time
period, "because recent ratings often -bow an incomplete picture.
Jeremy Sprague, media buyer, Cunningham X Walsh. New York,
thinks thai the current!) expanding role of the advertising agency
makes it imperative for the Inner to familiarize himself with all
phases of ibe operation of bis accounts. "The da) of the narrow
specialist is of the past." Jerem) observes. "The Inner must have a
working knowledge of marketing.
cop) strateg) and research to do
bis job clfcclix el\ ."' Jerenn thinks
the more the buyer knows of these
functions in relation to bis ac-
counts, the less dependent be w ill
be on ratings. "The buyer's use
of ratings i- al besl a grab in the
dark." be sa\s. "'His knowledge
of each products marketing as-
pects will sharpen his picture ol its
geographical patterns; research in-
forms him of the customer - ac-
tions and habits; cop) strateg) shows him the selling psychology.
Each relate- lo the other and provides him witb a solid base for his
buying, enabling him to select areas, limes and programs that will
besl reach the client's market and evoke customer response." Jerenn
add-: "Conversely, the marketing, cop) and research specialists
-bould know buying SO thai their work coordinate- with media.
X,
SPONSOR
29 DECEMBER L956
Tom Tinsley
President
R. C. Embry
Vice Pres.
c o
F I D E N C E
National Representatives: Select Station Representatives in New York, Philadelphia, Baltimore, Washington.
Forjoe & Co. in Chicago, Seattle, San Francisco, Los Angeles, Dallas. Atlanta.
SPONSOR • 29 DECIiMBEB 195G
17
1000 WATTS
970 KC
POPULAR]
MUSIC
24 HOURS
.AROUND THI
! CLOCK . . .
BAKERSFIELO & KERN COUNTY
CALIFORNIA
1. Hub of California's
petroleum industry
1. Nationally #1 in cotton
13 In agriculture.
by Joe Csida
of the
WESTS
RICHEST
MARKETS
1. Center of Nation's
Supersonic Aircraft
production.
1. Desert Expansion!
America's fastest
growing frontier.
FhX
cA
T%$
000 WATTS
1380 KC
THI
Bio
Voice of
Music
for COMPLETE
ANTELOPE VALLEY COVERAGE
LANCASTER & ANTELOPE VALLEY
CALIFORNIA
-)4* Inquire of
ADAM YOUNG, INCORPORATED
about this outstanding
combination buy.
Sponsor
backstage
A convention packed with human drama
In more than two decades of attending broad-
oa.-ting-telecasting conventions of one kind and
another I don't think I've ever seen one more
packed with human drama and emotion than the
National Broadcasting Company's 30th Annual
Convention in Bal Harbour. Miami Beach re-
cently. Pat Weaver was gone. And young Bob-
bj Sarnoff rode the bucking bronco that is the
network presidency. He rode it, as far as the affiliates' conclave at
the opulent Americana Hotel is concerned, with dignih and calm
assurance.
Young Robert's dad, General David Sarnoff, gave the assemblage
a keen insight into the kind of soul-searching, on his part and
Bobb) s, which must have preceded his emplo\ ment 1>\ and hi> rise
in the Radio Corporation of America. The General told the storj
nl a friend of his. whose son was working for a competitor. When
the General asked this man how this had happened, he said he
did n t want the boy embarrassed and criticized as he felt he would
he in the position of the boss's son.
"Are you sure," asked the General, "you were worrying about
\oiir son being criticized or were you worrying about yourself
being criticized."
This gave the General's friend something to think about. And it
gave the General's listeners an idea of what he and Bob went through
before setting the course of Bob's career in the direction of the
presidency of the National Broadcasting Company.
Dinner honoring Robert Sarnoff
On Thursdav night, the second dav of the convention, there was
a dinner honoring Bobby. Fighting against an audience lulled b\ a
plenitude of clear petite marmite parisienne, petite mouse of red
snapper maison with Maine lobster sauce Americaine. roti of prime
sirloin of beef au\ madere. not to mention the Louis Hoederer cham-
pagne and the lime sherbet aux Bum and coupe Gina Marie —
battling all this, plus a warm, smoke-filled room and speeches b)
Harrj Bannister. (Joxernor LeBo\ Collin- and Nile- Trammel the
youthful NBC president neveilhelcss covered himself with glor) with
a statesmanlike address of his own. read with authorit) and just a
touch of w i \ humor.
The plan to Mi|i|i|\ the nation's educational l\ stations with three
live half-hour network shows per week was of a nature to indicate
that under Bobby's leadership, the public service efforts of the net-
work would nut bo neglected. These shows, dealing with instruc-
tion in mathematics, government and the humanities, beginning in
March and running for 20 weeks in afternoon lime, should make a
m .table contribution in educational video. Bobh\ hit the educational
nail right mi the head when be -aid:
•■. . . the drastic national shortage of teachers ami classrooms
lends a special urgencj to their (the educational tv stations') efforts
L8
SPONSOR
20 DECEMBER L956
Channel 2 Meant BuAhn&iA I
the JfauUol Aldlk and^tmey
....serving more than 500 healthy cities and
towns in Wisconsin and Upper Michigan.
(1 2 <m
ioo.o?°
Vep'Bigget'n Bz/timote!
HAYDN R EVANS. Grn Mgr
Res WEED TELEVISION
Sponsor backstage continued
NIELSEN
SURVEY
shows you why . . .
KANV is THE Station
to reach the rich
NEGRO Market in
The Shreveport Area
Check these facts:
1. Over 36%* of the area popu-
lation is negro.
2. There are 119,910** radio
homes in the KANV Area.
3. 43,167 Negro Radio Homes in
the KANV Area (36%).
4. KANV is the ONLY ALL NE-
GRO PROGRAM Station here.
5. KANV's MONTHLY COVER-
ACE is 16, 940* homes
reached
... or $\jm/./o of all the
negro radio homes.
U. Negroes here have higher than
average incomes.
7. KANV Rates are low.
» l.meM V. S. I emu:
** Nlelten (. S. V" 2, 1956.
IT ADDS UP TO THIS:
If you want hard-sell, low-
cost, saturated coverage of this
rich negro market. . . . KANV
is YOUR station.
Proof of fhis statement is the fact than KANV
Sponsors not only renew but increase their con-
tracts'
Call the KANV Rep in your area— NOW
to build themselves into a major educational force. Those of us
who live in television and who seek its full development in ever) area
in society have a particular sympath) for the difficult problems "I
financing and programing which the educational stations face."
Bobb) - words of caution to the assembled affiliates concerning the
overuse of old Hollywood film product came as a surprise to some
observers. It was not generally realized that NBC, and conceivabl)
other network tv affiliates, had bought so much major Hollywood
film product that it was reducing appreciably the amount of time
wherein the) could carrv live network shows. Here again Boh
clearly stated the picture in these words:
"The Hollywood film makers have, quite naturally, seen in the
combination of their old pictures ami television, a means of quick
and profitable replacement for the loss of theatrical outlets and de-
clining motion picture revenues. The) have also seized on television
as a means of reactivating idle movie studios and facilities. I do
not criticize their decision to move into television. The financial
pressures directing them toward our medium — after the broadcast-
ers established it as a national system — have been obvious for some
lime, and the release of the feature backlog was not unexpected.
Can features continue to draw audiences?
"Insofar as the broadcasts i- concerned, the price tag on feature
packages almost compels him to pla\ each film over and over again
in order to recoup his costs. These packages, of course, include
some fine pictures which promise good first pla\ ratings. Hut what
about all the grade B, ('. and I) films in the package? How much
audience will they hold when the\ have been run. and rerun and run
again? And if most broadcasters take that route, where will the
tndustr) be when the end ol the mad is reached two or three \ears
from now? Or will television h\ then ha\e surrendered itself to the
Hollywood film-makers as its main source ol new product?
"Today, television broadcasting is at a crossroads: One fork has
color signposts and points to programing created for the medium
itsell. with emphasis on li\e service. 1 lie other fork follows a de-
tour to a reservoir of motion picture film, built up over the past 20
years. . . . We agree with a comment made b) Jack Could, radio-
television editor of the New York Times. He wrote: 'Television is
and must remain far more than a revision in the method of dis-
tributing Hollywood wares. ... It-- everlasting potential lies in the
fact that it is a creative and distinctive artistic medium in its own
right. . . . We will, said Boh. "continue to draw from all creative
sources, film as well as live, in an effort to gel the finest program-
ing available."
^ oung Sarnoff also made a meaningful ami sound plea for a bet-
ter understanding of a network's problems on the part of the press.
the government ami the public. \t the end ol his length) speech the
audience gave him a standing ovation.
I wa- standing in an aisle, wailing lor m\ friend, \a\'\\ \rnold.
as the crowd Idcd out after the speech. Mi-. Sarnoff and the Gen-
eral walked h\ before Edd) reached me. I complimented both ol
them on the line {oh Bobb) had done.
The General's eyes wen- slightl) mislv. and Mi-. Sarnoff's -wain
in tears of pride.
"Ih'- ju-i like hi- father," -he -aid. ^
2d
SPONSOR
2'» ma EMBER 1956
T. I spot editor
A column sponsored by one of the leading film producers in television
S A It It A
NEW YORK: 200 EAST 56TH STREET
CHICAGO: 16 EAST ONTARIO STREET
♦ -
A beautiful young girl in a Eairyland setting is the background for the story
ol new Pink Camay . . . the soap <>l fabulous fragrance! Lt's an appeal that
goes directly to the feminine heart! An unusual photographic sequence
utilizes the shimmering reflections in a forest pool to demonstrate Camay's
soothing, softening effect on lovely hands. The fragrance oi Pink Camay and
the fact that it's made with cold cream are linked with the brand name for
high memory recall. Every moment of this series of spots holds attention —
.utd sells Camay, in both English and French versions. Produced by SARRA
foi 1111 PROCTER & (■ WIKI.E CO. OF CANADA, LTD., through THE
F. H. HAYHURST CO., I.1M1 I ID.
SARRA, INC.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
lln Parade cigarettes are sure to get plenty ol attention horn this series of
Id second I.D.'s, and L'O and 60 second commeri ials. Live action, stop motion,
animation and a very "whistleable" jingle keep these spots crisp and last
moving. Clevei use of the Hit Parade trade-mark plus product-in-use, pictui
ing folks enjoying the new cigarette, fix the brand name firmly in the viewer's
mind. "Your taste can't tell the filter's there!" is the promise of smoker en-
joymenl that clinches the selling message. Produced l>\ SARRA lor THE
AMERICAN I OBACCO COMPANY, through BATTEN, BARTON, DUR-
STIM \ OSBORN, INC.
SARRA, INC.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
I his unique one minute spot for Pet Milk was a Medal Award winner at the
24th Annual Art Directors' Club of Chicago. The subject has universal ap-
peal a mother and her baby. Perfect casting, simplicity of action and the
musical background of Brahms' Lullaby create a most effective mood. This
commercial is another one ol the S \RR \ series for Pet used on the George
Cohel and Red Skelton shows. Produced by SARRA lor the PET MILK
COMPANY, through the GARDNER ADVERTISING COMPANY.
SARRA, INC.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
Sparkling animation and a catch) jingle keep this series of short commercials
for Frisch's food products lively and entertaining. Muse fast paced spots —
only in and 20 seconds long show how tasty Frisch's products (Big Boy
Hamburgers, Brawny Lad Steak sandwiches and Fresh Fish Sandwiches)
supply an abundance ol quick energy when plenty is needed. Produced by
SARR \ loi FRISCH'S BIG BOl kl S I UK \\ I S, l\( through ROLL-
MAN VDVERTISING AGENCY, [f you'd like to see othei recent SARRA
commercials, drop a line to SARRA and ask Eot Reel 3.
SARRA, INC.
New York: 200 East 56th Street
Chicago: 16 East Ontario Street
SPONSOR • 29 DECEMBER 1956
21
Were really breaking records —
our library has been cleared of
nerve racking, hard to take
music and now WVET features
"Melody Fidelity," good music
for listening pleasure. The kind
of music adults will remember
and enjoy morning, noon and
night. It's not crew cut or long
hair, hut just good enjoyable
music that Rochester wants.
News, too, is breaking all listen-
ing records for WVET's com-
plete up-to-the-minute world-
wide and local news cover-
age is aired every hour on
the hour. Both news and
music are presented by
WVET personalities who
_^_ are long-time favorites in
» Rochester. Your clients can
break sales records with
WVET radio.
ROCHESTER, N.Y.
Represented Nationally by
THE BOLLING COMPANY
^dlftMt'UMl /
IN SAN DIEGO
iE NATION S
th
MARKET
19
49th and
Madison
Spot buys
You are to be commended on the ex-
cellent job \ou are doing in reporting
on "spot" buys in both radio and tele-
vision. Recentl) released figures on
spol tv by TvB. as well as the most
recent spot radio figures released by
SKA. continue to point up the growing
significance of spot advertising and.
without any question, the trend will
continue.
The year 1956 will be a banner year
in both radio and tv spot advertising,
and I have a feeling that in order to
keep up on all the activity in these two
outstanding mediums of advertising,
you will be devoting much more space
to these two columns.
Lawrence Webb, managing director
Station Representatives Association
New York-
Top 50 agencies
Thank you for tbe wonderful error
you made — you listed us in your "Top
50 Air Agencies" as doing 71 o million
in combined radio-tv billing which is
45' < of our overall billing. Actually,
it is 75' < of our business.
Emil Mogul.
Emil Mogul, \ eu ) orh
• SPONSOR regrets thai the figure carried for
Emil Mogul's total liillinjis were incorrect due lo
., misinterpretation on SPONSOR'S part of data
furnished l>> the agency.
Congratulations on sponsor's expand-
ed annual report on agencj billings in
air media.
^ ou have kepi pace w ith the medi-
um's growth l>v expanding the list ol
agencies represented to 50. and 1 m
sure tins survej will gel plenty of ref-
erence during the year by agencies and
advertisers alike.
\\ c ba\ c been particularK impressed
with \oiir level of accuracy for these
hard-to-get billings figure-, and. of
course, it's interesting to us in the
agencj business to have this year-end
summar) of account acti\ ii\ .
( leorge \\ olf, u.p., radio-ti
director, Rutin mi I] & Ryan
Filmed commercials abroad
Though ii was s ■ months back thai
I \ isited the Intel national Film Festi-
val held at Cannes in September, it oc-
curred to me that your readers might
be interested in some production as-
pects of European filmed commercials.
A comparison between American
and European production costs and
problems proves enlightening. Byr our
standards European labor costs are
relatively inexpensive and money is
saved all down the line beginning v\ith
the set carpenters and ending with the
camera crew and editing staff. No
overtime is paid in Italy, where pro-
duction is most active, except in the
case of electricians. Thev are paid at
tbe rate of half-time for any work over
the regular eight hours. This would
tend to prove to Americans search it;
for production facilities outside the
jurisdiction of high-scaled American
unions that it is cheaper to make films
abroad. Cheaper, yes. Not better and
certainly not easier. The difficulties
entailed in trying to complete, sa\ a
filmed television commercial, via trans-
atlantic communications would he ton
impractical to contemplate. Corre-
spondence must be depended on in this
type of venture for obviously the ex-
pense of sending American personnel
lo supervise the project negates the
lower labor costs.
Another complicating factor is lack
of time. Very often, in \ew York.
when a film reaches the shooting stage
it is discovered that the answer print
dale is three weeks, or less. awa\.
This is too short a time for a commer-
cial to be comfortably produced. Hut
it can be done. It would he impossible,
though, to achieve if a European com-
pany were involved. If sponsors will
eventually agree to a longer production
schedule than is now customary and il
they will he content to accept a fin-
ished film without activelj participat-
ing in ihe production it is possible that
more American films will he made
abroad.
Al Cannes, advertisers placed con-
tractS and producers gathered together
enough work lo keep full staffs busily
employed for the coming year as a re-
sull of bringing to the Festival prize
samples of wbal can he done in cinema
ad vert ising.
We -au the besl that Europe had lo
M'O.XSOK
2'> DECEMBER L956
offer in advertising lilms. The\ \aried
from ver\ ordinan to quite <:o<>d and
none were outstanding!) stimulating.
We did as well, and in many cases bet-
ter than most, wherever we competed.
Doris Reichbart, prod, super.
Robert Lawrence Prod., A . ) .
Readers' service
I should be very pleased to know of a
publication outlining the different au-
dience reaction guides such as Trendex
and Nielsen, etc. Is there a publica-
tion which describes how the indices
are compiled, and what they mean?
Barrie Thome
North American representative
The British Broadcasting Corp.
New York
• SPONSOR has published several articles ana-
lyzing and comparing the various rating services.
Reprints ami tear copies of these articles are
available in limited quantities fur a nominal
charge.
Radio tune-in
Recently we received a reprint taken
from the November 3rd issue of SPON-
SOR, "How Wrong Are You About
Radio Tune-In?"
This is one of the best listener's sur-
veys I have seen in some time. I would
greatly appreciate il is \<>u could send
me a dozen copies. If there is any
charge, just bill our accounting depart-
ment.
Ken Hastie, radio sales manager
WMT, Cedar Rapids, Iowa
Tv and Radio Directory
Would you please send us the map of
locations of the restaurants most fre-
FIRST
The young lady's name is Norma Gilchrist.
First person Southern California homemakers
turn to for food and fashion information.
Firsl person on television ever to be honored
with the Life Line Trophy from the Grocery .
Manufacturers of America for the best job
of selling food products.
First person you need to sell your product
in Southern California.
Los Angeles Times-MGM Television
Represented nationally bv
m
BUAIR-TV
^jrV
ffl&m
How to keep from getting lost
in NEW YORK and CHICAGO
TV
RADICfcJ/
DIRECTORY
OF NEW rORK
MO CHiCACO
AW^+g.
1957 edition ui sponsor's Tv Radio Direi torj
quented 1>\ advertising people as out-
lined in your October 1st issue "letters
to the editor."
Bob Powell,
Powell-Gayek, Inc., Detroit
• The listing nf "Where admen eat ti set" i-
Inclnded In the current edition of the l» ami
Radio Directory available without charge from
SPONSOR Publications, in East l'»th street.
SPONSOR
29 DK( i:\IBKR !').)(.
23
They're all "AYES
>>
\
** ** J"» <«*
,:;?.:!:v: .:
■
in California's great central valley
OWL' Jl^^ gives you
TWO-FOR-ONE!
TOTAL AREA SET COUNT:
366,550
SACRAMENTO STOCKTON MODESTO
TV audiences "aye" KBET-TV
over any other station !
Recent survey proves Channel Ten
dominates the nation's 37th market*
("as di signati d b) CBS before 1"CC)
KBET-TV • CHANNEL 10
SACRAMENTO <A>® CALIFORNIA
Call II R Tclci i&ion, Inc. for Current Avails
L J
24 si'o.Nsou • L"» in.( iMi!i:n 1956
SPONSOR
29 DECEMBER 1956
iTTl-
fl-ft
I
0
ilL i
i~ DECEMBER >~
S M T w t r s
1
2 3 4 5 S 7 8
9 10 11 12 13 M IS
16 17 18 19 20 2122
"»"„ 25 26 27 28 29
MONDAY^
31
DECEMBER
S M T w t r
12 3 4
6 7 8 9 10 11
13 14 15 16 17 18
20 2122 23 24 25
27 28 29 30 31
MONDAY. DECEMBER 31. 1956
>
THE
STORY
Spot radio expected to hit $150 million, all-time high, while total
radio-tv advertising accounts for nearly 20% of all ad money spent
It was a good year, no question
about it.
The year 1956 saw record activitj
on the part of tv-radio advertisers and,
consequent 1 \ . record income for
broadcasters.
The air media latched on to nearl)
2(i', of the $10 billion spenl on all
advertising this year, it is estimated b)
SPONSOR.
But there were headac lie-, loo.
The broadcasting industry s every
niche and cranin was examined h\ a
number of Congressional committees.
with the Senate Interstate Commerce
and Judiciar) Committees in the fore-
front of the probing.
There was unrest on the network tv
programing front as a number of new
shows turned out disappointments.
'I here was some hea\ \ thinking about
the 15% commission. The flood ol
feature films was welcomed 1>\ pro-
gram-hungry stations and the imparl
of this on other programing forms was
high-lighted by NBC's concern as ex-
pressed by President Robert Sarnofl
at the network's 30th anniversary.
Gains were registered in nearly all
sectors of air advertising. Onlv net-
work radio is expected to show a de-
cline. However, the strong recoverv
shown 1>\ the am webs during the last
quarter indicates that network business
is now running ahead of the level of
a year ago. and the future look- good.
Tv's overall hillings are expected to
hit the $1.2 billion mark this year, up
nearly 20' t from the L955 figure, with
network, spot and local moving ahead
h\ roughl) equal percentage increases.
Network t\ will probably do a little
Letter than the average since I'M! gross
time data for the first 10 months
showed network hillings running
21. .V, ahead ol last year. Spot t\
seemed to be running ahead of the
rest of tv but the dip in third quarter
gross time hilling-, as reported by
TvB, indicate- the final 1956 gross
will he close to the overall t\ average.
It was an astonishing!) good year
for spot radio as the long-awaited up-
turn came. The extent of it surprised
SPONSOR
2{) DECEMBER L956
25
even spot radio's most faithful adher-
ent-. Time sales for L956 is estimated
5R \ a- hitting $150,000,000, an
all-time record for the medium. SRA
figures show time sales through Octo-
ber are now running 22' < ahead of
last vear.
Network radii) ended the \ear with
the best prospects it ha- had for years.
The Colgate, Lever and Bristol-Myers
buys testified to a new appreciation of
web radio's economv and reach among
the shrewdest air buvers. With the
lack of I'll! L'lo-s time figures to ba-e
estimates upon, predictions of the L956
web radio billings dip \ar\ consider-
ably, ranging from 2 to nearh 20%.
But there i- even expectation that, un-
less an unexpected turn of affairs
comes about, network radio will show
a considerable advance in billings dur-
ing 1957.
The influx of major studio feature
films on the tv market in 1956 was an
"iil-tanding development. Practically
all the prc-I'HJ! mo\ie libraries are
now on l\ except Paramount and Uni-
\ ersal.
Top features began hitting Iv screens
in force in the fail of 1956. It became
apparent within a short lime that fea-
tures could he programing blockbust-
ers (See "Feature film rating — how
good?" SPONSOR, 22 December 1956).
The variet) in qualit) of the Holly-
wood product, however, presented new
problems to both sponsor and station
alike.
Some trends that had been simmer-
ing broke out into the surface in L956.
Two of ihrin affected agencies. One
wa- a moil' public concern with the
I .V , commission ami the other, some-
what related, was the greater attention
; to the increasing marketing sei \ -
ii es pro\ ided b\ agencies.
The commission problem ha- been
bothering agenc) and client for some
. .ii -. ( in the- mir hand, agencies were
increasing theii fees a- the) added
moil- sei \ ices w hile, on the othei hand,
a number of clients with heav) invest-
ments in network tv began questioning
i he agencies1 1 5' < charge on top of
the cost of expensive, packed shows.
( ontinued <>n page
26
SPOT TV
Spot tv buyers still want prime slots,
anil 1956 trends opened up more of them
\\ ilh the glow th of telei i-ion stations continuing at a snails
pare in 1(J5(>. spot television has continued to face the
problem prevalenl over the past few years: there are more
clients who want to hu\ prime nighttime availabilities than
there are availabilities to go around.
Yet there has been progress on this front in two direc-
tion-:
1. ABC TV affiliates, with that network's steadily im-
proved position, have become regarded more often as
highl) desirable Inn.-, increasing the time slot supply.
2. Advertisers, swaved by increasingly agile selling b\
the reps, have looked with more favor on sub-titutes to
Class "AA" slots next to the top-rated nighttime shows.
The fact that there is constant backing and filling to
find prime availabilities should not he taken as meaning,
however, that the ad\ertiser with a heart set on prime time
cannot come up with the desired schedules. It takes work
and skillful buying, however.
One of the encouraging developments from the point of
view of adding to the supply of high-rated availabilities
has been the unleashing of the Hollywood hackings. Exist-
ing advertisers in feature film programing are assured of
audience gains and new advertisers are being attracted into
feature blocks on the strength of feature film performance.
In some respects, one of the most important developments
in spot tv this year — from the point of view of both Inner
and seller — has been the release of spot tv spending figures
for leading advertisers by Television Bureau of Advertising.
For the fir.-t time in spot, admen now have an index of
spending b) their competitors.
TvB's report on third-quarter spending -how- a total
-pot investment of $83.8 million, of which S21.7 million
was spent b\ food and grocery product advertisers. The
other biggest group investors in this order are co-melics
and toiletries; beer, ale and wine: tobacco products and
supplies; drug items. In its first full-year report, extending
from October, L955, through September. 1 0:56. T\ B shows
national and regional advertisers spent S.S().T."> million in
the medium.
Fast-turnover packaged goods are spot - biggest customers.
\nd manv non-household items, such as cigarettes and cars,
,im- moving into daytime periods to reach women. One of
the newest biivini; trends i- hv such firms a- fabric manu-
facturers and soft goods suppliers, who turn to spot to
cement dealer rather than consumer relation-.
Advertisers, after an impulsive rush into spot, are return-
ing for a better-considered reason: it's productive foi them.
Outlook: Continued search foi prime time slot-, but more
i novel i ii -lit into othei periods; -lill more package plans, with
a variet) to lit almost an) budget; less seasonal Inning;
higher frequencies for maximum market dent: development
of better ways to demonstrate product- in limited time.
SPONSOR
2'» DE< EMBER 1956
NETWORK TV
Total spending in 1956 likely to hit
$700 million. Programing not auspicious
To nobody's surprise, advertisers continued pouring increas-
ing amounts of money into network l\ in L956. With I'll!
gross time billings indicating at least a 2d', increase in
1956 over the previous year, it appears that the total net-
work tv spending figure by advertisers will hit at least $650
million in 1950. This does not include commercial or pro-
gram promotion costs, which should add another $50 mil-
lion on top of that, but does include net time, talent and
production estimates.
ABC TV continued climbing fast. FIB figures for the
first 10 months of this \ear showed a 04% jump while CBS
TV climbed 18.2% and NBC 15.8%. CBS remains a strong
first in billings, primarily because of its hold on daytime.
While ABC is a strong contender its time billings are still
less than half of NBC's, and its October increase over 1955
was less than the other tv webs.
The 1950-57 season was not marked b\ am striking
changes. Shared-product sponsorship continued rising so
that now only about 15% of the shows carry a single prod-
uct or are institutional in nature. Costs continued rising
with the average half-hour film show going up from about
$33,000 during the 1955-56 season to about $38,000 during
the current season.
New tv shows this season reflected the conservatism of
sponsors reluctant to gamble millions on off-beat or new
ideas. One result of this attitude, however natural, was the
disappointing showing of a number of situation comedies
and variety shows. They include the Herb Shriner and
Walter Winchell varietj half-hours and such situation com-
edies as Stanley. The Brothers and Noah's Ark. The great-
er emphasis on half-hours showed clearly the trend to the
long show had run its course. Though CBS added a 90-
minute weekl\ program, its Ford Star Jubilee was canceled
and NBC replaced its Sunday spectacular with a half-dozen
Hallmark shows and the one-week-in-four Chewy Show of
one hour.
Da\time t\ trends were marked by an upswing in audi-
ence-participation and personalis shows and a downswing
in the quarter-hour daytime drama. NBC is now left with
onl) one daytime drama. Modern Romances, which is not
a serial in the traditional sense of the term but a group of
self-contained dramas, each one running for a set number
of broadcasts. An interesting de\elopment in I'&C's experi-
ment with two half-hour serials on CBS. As the 11 orld Turns
and Edge of Night. One value of this format is the reduced
cost per quarter hour compared with the traditional serial.
Outlook: There is evidence that the common complaint b)
advertisers concerning program costs may be a lot more
than just noise next season as tv home saturation is likeb
to level off soon. Greater care in choosing shows with
close agenc\ control may also be in the works for next year.
si'onsoi;
29 DECEMBER 1956
TV AND WASHINGTON
Allocation and network probes yield tons
of data hut no decisions are reached
The agencies in Washington concerned with the broadcast-
ing business spent a lni-\ war gathering data on it- opera-
tions with particular emphasis on the station allocation
problem I meaning uhl I and network operations.
The Senate Commerce Committee dove into these compli-
cations for the second time in three war- while the Judici-
arj Committee of the Senate made its debut, insofar as
probing recent broadcasting practices are concerned. 1>\ also
holding extensive hearings. To top off the war the Justice
Department filed a civil suit against RCA-NBC because of
the Philadelphia-Cleveland station swap with Westinghouse,
alarming broadcasters by its talk about forcing NBC to
divest itself of certain properties. In addition, the FCC net-
work study committee gathered and analyzed a mass of
material while the FCC itself made some short- and long-
range proposals: hut no specific major action has resulted.
Outlook: The likelihood of any extensive action to help
uhf in the near future still look- remote. There has been
talk in W ashington of bringing in a 'strong FCC chairman.
FILM
Feature films have wide, varied impact;
co-sponsorship of syndicated series up
The inllux of feature films into t\ was the biggest thing
to hit the tv film distribution business since it started. Its
impact was wide and varied. Top features, though not get-
ling the ratings reached bj an Ed Sullivan or an / Love
Lucy, proved this fall they can take the measure of many
network show-. Their purchase meant the death of mam
live, local shows and some program switches bj competitive
stations, including the technique of throwing strong web
-hows opposite the features.
On the syndicated film front there was a noticeable in-
crease in shared sponsorship, a development paralleling the
network trend and for the same reason — money. Costs of
syndicated -eric- continued rising, with the outdoor formats
being one big iea-on. I nion increases also affected co-ts.
especially where child -tars were involved. The top dis-
tributors were more active in placing -how- on the network.
Screen Cems made a bid for dominance in the field b\ tak-
ing over HygO and I nit\ and making a multi-million dollar
loan to boost it- production of half-hour series in l(>">7.
Outlook: Stripping of syndicated series during the da\
i- likely to continue increasing. Ovei the long term the
series look- safe in it- competition with Hollywood features.
27
!Lft n
The 15', commission also came un-
der fire from the government t<> the
extent that il questioned whether ;i
trade organization (the 4A's) could
make standard commissions a condi-
tion of membership. I he question was
settled w ill: the I \ '- signing of a con-
sent decree I which means the defen-
dant in a government suit denies am
wrongdoing but promise- not to do il
again) which, in effect, left the com-
nission problem to individual firms.
The increase in agenc) marketing
sen ices has been a feature of the
postwar decade but neve] was there so
much talk about it as in 1956. A sig-
nificant development in 1956. however,
was the setting up bv McCann-Erick-
son of Market Planning Corp., a pio-
neer step extending the agency's range
ol service into the management con-
-ultant field and evoking rumblings of
discontent from the old-line manage-
ment consultant organization-.
Radio-lv set production continued
il- inerrv pace during the pasl year.
Tv factor) sales were estimated to be
down a little. The 1955 figure was 7.7
million: the 1956 figure is expected to
be 7.3 million. This excludes color.
which in L956 added 125,000 sets to
the total in terms of sales to the pub-
lic. About 40,000 homes had color al-
readv as 1956 began (for retailer com-
ments on color u set sales and color
iv growth outlook, see Sponsor Vsks
this issue, page 74).
Portable Iv -el- registered .1 -i\-fold
advance over 1655 in factor) produc-
tion, the 1956 figure coming to 150,-
1 II 10. Some indii-ti v sources expect the
portable production total to hit 3 mil-
lion in 1957.
Home radio set production was up
from 7.6 million in 1655 to an esti-
mated 8.8 million in 1956. This in-
cludes i hike in portable production of
10' ! over the 1955 figure of 2 million.
\c;n K ,i million transistor poi tables
were manufactured. Vuto radio pi"
dui i ion was dow n in line w iili the de-
'line In auto production. \\ hate> ei
1956 auto pi oduction w ill be il can be
issumed that about 82' i "I the new
cars will be equipped w ith i adios.
( ontinued on page 30)
2;:
SPOT RADIO
Spot radio comes hack strong in 1956,
saturation strength huying is a big factor
Spot radio is staging a comeback which is surprising even
it- most staunch adherent-.
Clients, station representatives and stations are all a bit
goggle-eyed at the renaissance of the spot medium. The\
figured the spurt of spot buying earl) this year was onl) a
quick catch-up with left-over budgets.
This was far from the case: 1956 is spot's best year in
all of radio history. Month by month, spot has recorded
significant billing gain-, reaching its peak in October. Then.
according to Station Representatives Assn., billings were up
">1'< from that month in 1955. heading for a total of some
$150 million for the year, or 22' < ahead of 1955.
What's the reason for this unprecedented amount ol spot
activity? Flexibilit) sums it up. Both the buying and the
selling are more flexible than thev vc ever been.
There- maneuverabililv in circulation, total reach, cost
and strategy — the reasons buyers like spot. They're using
heavier saturations and longer contract schedules, because
the) need frequencv to make a market dent. I hex get this
frequenc) with concentration in a market and with exten-
sion of the campaign period.
Saturation strength buying is a big factor in breaking the
prime-lime bottleneck. Buyers are still scrambling for earl)
morning and late afternoon availabilities, but today they're
more receptive than ever before lo a hming pattern spread
throughout a span of hours.
Much of spot radio's new stature stem- from it- new role
as a basic rather than a supplemental medium. Before this,
it was largel) supportive. But toda) its often the onl)
effort, or a primary one, for national advertisers.
In bearing a heavier selling responsibility, spot i- growing
Up to the task bv working out refinements which have been
too long neglected. Spot is researching itself, providing ad-
vertisers with specific market and sale- data, dex eloping new
program and commercial techniques which take better aural
advantage of the car-medium, going alter new business ag-
gressivel) and imaginativel) .
Hundreds of new advcili-ei- have moved inlo spot in the
last year, most of them -licking with the tried and true
formulae. Bui the pace-setters are developing ihe Irends
which make this selling tool a sharper one.
\ useful tool for buyers and sellers, spot radio dollar
figures on spending bv individual clients, ma) be forthcom-
ins in 1957. >l> \ has ahead) taken -hide- towards this
yardstick with its monthl) industr) total figures.
Outlook: \ stead) growth in spot radio buying, advertise!
acceptance of so-called marginal time periods, with particu-
lar interest in daytime and weekend hour-, more 52-week
and long-term order-, new research which will bring non-
advertisers into the spot fold. Tip: keep an eye on nighttime.
SPONSOR
29 DE< I xi in I! 1656
NETWORK RADIO
Network radio's new flexibility raeks up
sales, pulls hack blue-chip advertisers
This is the year the big-money boys returned to net radio.
Their re-entrj reversed an eight-year trend in which
network radio blue chips dwindled to an ever small. ■:
number. This return of the blue chip> points up the most
significant development in network radio: it's learning to
live with television, and with itself.
In order to finally reach the point where it can live with
t\. network radio has re-cast its basic ingredients into a
new mold. A big part of this new mold is flexibility, which,
combined with mass coverage and low costs, is convincing
the blue chips they should return. For the first time in
years, network radio can point to hea\ \ investments-
Lever's $3 million daytime investment on CBS, Bristol-
Myers' $2.1 million on NBC.
Why are they returning? And win will main more?
The networks are offering them intriguing buys, with high
circulation — and the bigger the client, the more dependent
he is on a mass market.
ABC is strengthening its morning program block, and
following the selling trend to shorter segments. CBS, with
its strong daytime strips, is 91% sold between 10 a.m. and
3:30 p.m., and has nowhere to move but to nighttime and
weekend periods.
Mutual is capitalizing on the medium's strongest pro-
graming concept — news, airing it frequently and in detail.
It's adding one-shots, too, which advertisers like because
of their promotional value to dealers. And NBC. in the
midst of its full-scale revitalization program, is moving
Monitor back to include Friday night in an effort to get
the total weekend audience and listeners in cars. Half of
its new "hot line" news innovation, bulletins every hour
of the day for 17 hours, has been sold to Bristol-Myers;
now the problem is to deliver station clearances (see Spon-
sor-Scope this issue).
Even though there are many new client names on the
1956 network radio roster, 1956 hillings are still following
the downward trend of the post-1948 era. Three of the
networks expect to make monej this vear, however. Mutual
anticipates a loss.
All four expect a profit next year, with a considerable
gain in billings. The biggest portent for this is the re-emer-
gence of the blue chip accounts. Another: the first use of
the medium In new advertisers.
A big need for L957 to guide clients interested in a re-
turn to network radio: publication of figures on advertiser
spending in network radio, unavailable since PIB dropped
this service last vear.
Outlook: Shorter segments for sponsorship, to attract even
the small-budget advertiser; more 52-week order-: strong-
er accent on sale- and sales development; strengthened
programing but nothing radically new; better coordi-
nation of cop\ approach and time period to sell women.
SPONSOR
29 DECEMBKR L956
AGENCY COMPENSATION
ANA's study of 15% commission system
gets under way with first report in March
\- L956 spins out it- last hour-, the agency compensation
system is under serious reassessment for the first time in
more than 20 years. In October, the Association ol National
\d\ertisers named Mherl li<\. Marketing professoi at
Dartmouth's Amos Tuck Business vel I. to stud) agenc)
functions in relation to the 15' < commission. \\ \ - hoard
has met once with Frej to set up operational techniques,
will hear his preliminarj reporl at il- spring meeting in
March. Target date for final report in this $40,000 stud)
is next annual fall meeting in New York ("it\. There is
little doubt that t\ has. through costly packaged network
show.-, played a role in rekindling client interest in the
subject. A few clients feel agencies are "riding a grav)
train" with such shows. However, this year has seen a
movement b) many agencies toward a return to shov
control. This, plus increase in marketing services, ma\ go
far to provide a strong case for retention ol the 15% system.
Outlook: Whatever Frey's study reveals, there is little
chance of any blanket change in agency compensation. It
remains an individual matter between agencv and client.
COMMERCIALS
Radio and tv commercials of 1956 showed
more creativity, used expensive production
Badio and tv commercials in 1956 have general!) had one
characteristic in common: greater sophistication and know-
how in exploitation of production. Badio commercials, for
instance, were marked by more elaborate use of sound
effects and music, as well as careful voice casting designed
to capture the listener- attention. Some of the best radio
efforts have not onl) been created with the t\ selling
message in mind, hut the) vre also managed to evoke vivid
images. In short, more thought, care, mone) and creati\i(\
have gone into the writing and producing ol radio com-
mercials. Television commercials were outstanding for
combinations ol techniques. In film commercials, foi
instance, animation and live action wen- combined withoul
disturbing the unified mood of the commercial. Live com-
mercials also combined techniques, made use of film inserts
i<> ^i\e greater variet) and dimension to the message. Copy-
w liters themselves have shown greater knowledge of pro-
duction facilities in their commercial concepts.
Outlook: In L957 you can look forward to more diversified
easting, with emphasis on interesting people rather than
smiling Faces. Music will be used Foi dramatic underscoring.
29
Station growth in t\ continued at a
slovt pace while radio station growth
actualh quickened. There arc close
in 3,000 commercial am stations now
in operation, the 1956 increase being
nearly 200. In addition there are more
than 100 CPs not on the air and nearly
350 am applications pending. Fin sta-
tions remained ahoul the same.
The \car started with about 34 mil-
lion tv homes and Nielsen now calcu-
lates the total at 37.7 million — still a
healthy increase as tv saturation climbs
into the high 70s.
\< cording to NBC figures through
14 December 40 new commercial tv
stations in the continental U.S. came
on the air. An even do/en gave up.
making a net increase of 2o stations.
The number of Iv markets increased
from 269 to 285.
I he definition "I a l\ "mai kel
\aries b\ network but a comparison of
ABC and NBC figures showed agree-
ment in most cases. Here are the new
tv markets, according to both network-
fin order of their coming on the air) :
Big Spring. Tex.; Marquette. Mich.;
Spartanburg, S. C. : Elmira, N. Y. ;
rlattiesburg. Miss.; Daytona Beach,
Ma.: Columbus, Miss.; Redding, Cal. ;
Klamath Falls. Ore. : Bristol, \a.: Ard-
more, Okla.; Montrose. Colo.: Carls-
bad. N. M.; Dickenson. \. I).: Presque
[sle, Me. and Clov is, N. M.
In addition. NBC listed the follow-
ing: Hays Center, Neb.: Sweetwater,
lex.: Ko-ehurg. Ore. and llagaman.
N. Y. VBC added Loredo, Tex. as a
new market.
\imoii.j the existing l\ markets with
new l\ stations were, according to
VBC: Milwaukee, Miami, Memphis,
Vlban) . V Y. : < Chattanooga, Portland,
Ore., Richmond. Norfolk and Knox-
irille.
The outlook for 1957, insofar as
radio-tv billing- are concerned, is defi-
nitel) promising. Ml indications point
to iin reases up and dovi n the line in
both spot ami network, radio and i\.
Tv -till has much growth potential
while radio seems to have found il-
niche at last. ^
30
MR. BOH GIVES . . .
Public service plus — National
Brewing donates month's ad campaign to Joint Ippeal
Iwl r. Boh asks . . ." this phrase was the onl) product
identification used bj the National Brewing Company, of
Baltimore, in its recent and unique public service effort. Mr.
Boh is National's trade mark for its Bohemian beer.
Just what the brewery did was this: turn all of its adver-
tising resources over to Baltimore's Communit) Chest-Red
Cross Joint Appeal for an entire month. For five weeks all
radio and television programs plus all newspaper ads sold
nothing but the Joint Appeal. Baltimore radio and tv pro-
grams sponsored by National included: Major League Base-
ball, professional football, feature film, syndicated film shows
I Stage 7, Man Culled A I, wrestling, sports, harness racing and
other shows. Print media donated included 1,800-line news-
paper ads in the metropolitan papers.
W. B. Doner & Company, Nationals agencx . put in extra
time preparing copy and material for the public-spirited drive.
However, the ad agency had already entered the picture months
before when it offered its services to the Joint Appeal for the
forthcoming campaign.
When Jerold I .. HofTberger. president ol National Brewing
announced he would turn over his compam "s full ad budget to
the campaign, he stated he felt strongly that the lip service
usually given community fund raising projects is insufficient.
More is needed than the small box in newspaper ads or the
tag at the end of radio and tv commercials.
Results of the Joint Appeal promotion show that Baltimore
exceeded it- goal I which was |t>', higher than last year) and
raised funds topping SI million. National, which is the cit) -
largest single advertiser, made - interesting disco\eries
ratings on its air media programs did not suffer, nor did beer
sales fall off during the month without commercial-. ^
L* 3.9 78 ,1 4 1.
98000.- 535000
JEROLD C. HOFFBERGER, president ol the National Brewing Co.,
receives an award fur the Joint Vppeal campaign effort in Baltimore
lliillilillllilliiilliiilliilliiiiliiiil inn iiiiiiiimiiiimiiiiiiiimiiiiiiiiiimmiiiiiiiiiiiiiimi
SPONSOR
1_"> HI ( EMBER 1956
PART 2
OF TWO PARTS
Last issue: The ten top radio commercials of 1956
THE TEN TOP TELEVISION
COMMERCIALS OF 1956
These commercials were picked for SPONSOR by a panel of agency copy chiefs
as outstanding in memorability, product interest, story and production value
W
hat makes a tv commercial click
in the eyes of the professional tv com-
mercial experts — agencv cop\ chiefs'.-'
SPONSOR asked this question of copy
v.p.'s at the largest air media agencies
and prohed their reasons for chosing
some commercials as outstanding and
laheling others as (lops. Here, in alpha-
betical order, are the tv commercials
the copy experts mentioned most often
as heing the year's best:
Alka-Seltzer (Geoffrev Wade I: Buf-
ferin (Y&R) ; Chesterfield (McCann-
Erickson I ; Dodge (Grant); Halo
(Carl S. Brown); Kraft (J. Walter
Thompson i : L\M I Daneer-Fitzgerald-
Sample); Pepsi Cola (K&E) ; Piel's
(Y&R); Revlon (BBDO).
What makes a television commercial
tiualif \ as outstanding in the field?
1. // must speak- to the product's
market in the mood of that market. A
problem some cop) chiefs complain
aboul might be called "client's infatua-
tion with his own product." Showing
niw upon row of the product canie-
little sales conviction in itself, the)
point out. "It's far more effective to
show the viewer what the product can
do for him,"' as the cop) \ .p. of an
agenc) heavy in automotive hilling
ol)ser\cd.
2. // should demonstrate dramati-
cally and visually the consumer bene-
fits of the product. " I hat doesn't mean
showing constantly grinning faces
using the product, said JW I film ex-
ecutive, Ernie Motyl. Ili> word?, were
echoed l>v cop) experts who warn
asainsl insincerity. Consumer satis-
SPONSOR
29 DECEMBER 1956
faction, the) say. should he implicit
from the product advantage drama-
tized in the commercial.
"Take the films showing a Dodge
following in the tracks of a tank over
tough terrain." said the c<>p\ chief of
a competing car. "That's dramatic vis-
ualization of a smooth ride."
3. Keep down the number of copy
points and express them with inte-
grated audio and video. Viewers can
absorb onl) so much in short time, so
make a few points simply. Don't add
confusion l>\ mixing too main tech-
niques or adding gimmicks. Above all,
be sure that the audio is related to
the action on the screen. The hest tele-
vision commercials have a unified
mood and integrated action, with each
sequence leading logicall) to the next.
31
Turn page for details on top commercials
TEN TOP COMMERCIALS continued
Futurama
\ by ^^*
•***?-*
%
5 i
8
Revlon, BBDO
Direct, hard-sell can be effective, say the experts, when
you have a personality as salesman and talk to the
viewer about tiling- she wants t" hear. Barbara Britton
lends glamor to the Revlon $64,000 Challenge com-
mercial?, and she'- identified with the product. None
theless, the product name constantly stays on screen
Credits: Agency writers under group head Harold Longman were
Florine Robinson. Dorothy Zltz. Agency production stall on Futurama
D rothy LaClalr and Neat Wilder. Stan l.ee is free-lance director
-—«/#-■
w*
Chesterfield, McCann-Erickson
Realism is persuasive, maintains sponsor's panel, espe-
cially when you show the product being used in natural
and agreeable locations. They voted for Chesterfield
commercials because of their '■natural, unself-conscious
documentary technique." A couple at a ball game are
enjoying a smoke — this links Chesterfield- with pleasure
Credits. Written by I><m Calhoun and David Lippincott, they wi
recti I by Hill l.ai'ava. Art director, Hill Dufry. a. T. v Film I'm
ductions commercials under the direction i Mlckej Schwarz
Pepsi Cola, KLenyon & Eckhardt
Winn you can combine a personality, associated with
your product, and put her into a variety of situa-
t ii'ti- leading to using your product, you've got hard-
sell, according to the copy chiefs. They picked Pepsi
lor the interesting and natural passtimes during which
singer-personality Polly Bergen reaches for a Pepsi
Credit: K.\l. Etoslyn Relin supervised nil writing and production.
Michael Hcmba is senior writer, Al Tennyson supervised tlltn i
tion. Film produce] foi the series Is i nlversal Pictures Company
Dodge, l ,ranl
Dramatization of product benefits through interest-
ing visual sequences is worth more than words, -a\
the wordsmiths. Dodge di imatized the smooth ride
liv showing the car following a tank ovei Marim
testing grounds. This i- persuasion in t\ terms
Credits: Writ
Hollywood, mado the con
Picl's, ^ oung & Rubit am
The cartoon characters, Berl and Harry, personi-
fy ill. product, but while they're engaged in t v i . i
nusing bantei between themselves, thej inform
the viewei about th< quality ol theii beer. While
humor i- hard to sustain, they've done bo in 1956
Credits: Young & Rublcai Ed Qrs tm -lack
director, Mart in Buttery, agency tiim produc
i I I'A made the fllm», under ll'A creative director Chris Ishll
L&M, I'.mi. . r-Fitzgi raid Sample
The "live modem" theme is translated into
appealing visual sequence showing y$
people in ye-len car's co-tunic, then in todi
engaged in favorite pas-times like ridi
swimming. Smoking's "modern" pleffl
Credits: VVrllei •*•;,• Wallj Mead, I
Stanley B«um Norn an Mathcn
Pictures of California D
Holo, Carl S. Brown
Too main techniques ran make commercials confusing, bul Halo combines live
action film and combination to create a young, sprightly i I. Copywriters are
quick in point mi! thai production can make 01 break theii copy; In the case
of Halo, they praised i successful marriage "l words with casting and with music.
"Whistle-clean" i- under-cored both musically and visual!) foi product appeal
Credits: Jingle by Ton! Palllace Prods Written by v.p. Robert Cran Pilm bj Shamus i
Kraft, J. Walter Thompson
Both the copy and the camera work in these live commercials are considered as
outstanding. It'- a difficult joh In make food look appeti/inj: on t\. hut Kraft
does so consistently, according to the experts' exacting standards. Sales value
of the commercials lies in the household tips, tin- variety ol recipes and ap-
petite-arousing suggestions the copy provides. Copy talk- directly to Kraft's market
Credits: Written In I Mai arel Bui ei Bettj Stewat B Utvak Com
merdal8 were produced by 1m.ui Poods' stafl television producer Bern Na'an in Chicago n
Bufferin, ^ oung & Rubicam
It'- difficult to illustrate a time concept visually, yel
llnllriiu dm- ju-t that with it- theme "work- twice
a- fast." The diagramatic visualization of BufTeriu
■;oin« to work in tin- body received < ■ « ■ i > % chiefs'
applause a- being memorable, persuasive, straightforward
Credits: Written !>■. teanet - and produced by EYed Camman
was John LaPick > produced the films
Calhoun McKean, tv v. p.; Jack Simple, dlrectoi of art. animation
Alka-Sclfzcr, Geoffrey Wade
The animation oi Uka-Seltzer's puppet-
trademark ha- long been considered ef-
fective tv salesmanship. Cop] experts
like the plea-ant d tin' animation tech-
nique evokes without taking away from
tin- message about the product's consu-
mer benefits. Copy contain- good
"reasons-why," simply stated, avoids
arousing unattractive visual image
a- medicinal products so easily can
Credits: Agency writer was Mucin i
lucei Booth Luck. Film- were made in Swift I
Productions. Hollywood. Director: Charles Chaplin
%JN£B9
TV/RADIO
ALMANAC OF
'S
LEAST-LIKELY EVENTS
SPONSOR'S crystal ball — freshly shined with
Glass Wax — reveals prophecies stranger than truth or fiction
The safety in malting predictions at the New Year is that
by the following December, only a handful remember
what you said. This handful represents mostly those
about whom you predicted, and 12 months later tliey are
either too successful or too disappointed to care. The rest
have not only forgotten — they probably have long since
lost their ropy of the issue.
So the following month-by-month predictions for 1957
are made with a fair margin of safely. None of them is
likel) to happen, but some of them couhl. and if they do,
SPONSOR will remind you next year how right we urn-.
ttHtttibft JANUARY£M^M5£M$
This first month of tin- Iniidil new vear should see many
interesting e\enls:
• \ d.j. at an Ohio radio station receives 2. 1>00 letters
and phone calls from teen-age girls asking him not to
plaj an) more of those "awful Elvis Presley records.
The station manager won't e\ en hother sending out a
news release on it.
• \ timebuyei looking for mid-season spol t\ avail-
abilities for a new clienl is deluged with offers from reps
for 9 p.m. slots in 50 top markets. However, by the time
he rounds up the a.e., the account supervisor and the
client ad manager for an okay, the availabilities have
been withdrawn. But everyone just has a good laugh
about the whole thins.
(■ .....■!■
f»gM»»FEBRUARW»^»
This being a short month, not much happens in air media
except for the following:
• All the rating services agree to the decimal on tin-
top 10 tv shows.
• A new spol tv campaign for sun-tan lotion on a Mi-
ami station finds Miami Beach blanketed with a freak
five-inch snowfall, while a spot radio effort for snow tires
on a Northern Montana station inns into a hot spell with
temperatures in the high 70 s.
• At an agenc) "brainstorming" session, a copy chief
suddenlv dozes olT. his head hangs down on the table, he
cries "Ouch!" This simple word becomes the kej to the
most successful commercial of the year. Repeated 28
times b) I I different voice- within a o(>-second announce-
ment, "Ouch" account- for $38 million gross sales for a
headache remedj advertiser.
-&•
£Sf§S
Y f a I
$8M$M$Mi MARCH
The 'Tdes of March"' fails to put a crimp in broadcast-
ing: nothing hut good things happen:
• A sponsor who dropped a fall '56 show turkey in
favor of a brand new '57 quiz show gets his first Niel-
sens, learns it is doing much worse than the show he
dropped. He simply smiles and says, "Que cera, cera."
• The allocation dilemma is solved practically over-
night when the FCC chairman recommends that all sta-
tions— uhf and vhf — change to aof (any old frequency).
• A prominent agency radio-tv director, during the
shooting of a new film show to compete with Lassie, gets
hitten by the star. He rushes back to Madison Avenue,
makes quite a name for himself with a speech titled,
"Dangers of Agency Show Control."
%M$ APRIL &
The industry is undampened 1»\ \pril showers, moves
forward on all fronts with news such as this:
• The 4A's agrees to a petition from a timebuyers'
group that no timebuver will be expected to work after
5 p.m. no matter how many recommendations must be
prepared or campaigns scheduled.
• During filming of a live-action commercial for cin-
namon buns, a stagehand inadvertent l\ got on camera as
he dragged a ladder across the set. The director left it
in as a "human touch." Now the stagehand claims actor's
pay, and the matter has been referred to SAG.
• A sponsor, planning a new fall network show, goes
over the budget with his agency, and remarks, "\\ In this
is very reasonable. I had counted on spending much
more for such a great property."
U..-1 -,.•(-,.••-.,•(•.,-»
is MAY
;v ;••;■ ;••;-; ■■•;■■•■'
A fairh quiet month. Still it had a few interesting mo-
ments. Not the least among these are the following:
• A parrot named IVte on Zoo Parade got cut off the
air for making a pitch for a rival network.
• A major Hollywood film studio decides to release its
entire film library through 1957 to television. The move
is explained In the studio president as follows: "I just
got to feeling sorrj for all those nice people who hate to
go out to the movie theatres on rain) nights."
i&M^^«JUNE(*
In the field of air advertising June proves eventful. In
fact, it's busting out all over:
• A major manufacturer enters t\ for the first time.
Hershey Chocolate finds itself stuck with 870 million
melting candy bars as summer sets in, buys hour pro-
grams on all networks.
• TvB's RAMAC calculator is delivered ahead of sched-
ule. The first day, one of the office help is discovered
feeding it batting and pitching averages of both major
leagues. "I wanted to make a killing on the World
Series," he explained.
• Two big spot campaigns are announced. Hattie Car-
negie goes into farm radio with a heavy schedule, while
Farm Tools, Inc. takes over full sponsorship of late-
night movies in major metro markets.
ite»gMlJULY^^*M^^^
K\er\bod\ i- so hus\ with next fall's schedules that the
following happenings almost go unnoticed:
• A Madison Avenue copywriter struggling with a win-
tertime commercial for snowshoes on a <la\ when the
temperature stands at % degrees, goes berserk, steals an
elevator for a joy-ride.
• Since the first of the year, there has not been a single
top-level job shift at am network.
• I'&G, Lever and Colgate go together to co-sponsor a
summer -how titled Soap Is 5o«/>.
&
1957 ALMANAC continued
• A lady timebuyer in Chicago was taken to dinner 1p\
a \ i-iting station manager. She was home and in hed
]>s Id p.m.
• A new type of radio-tv commercial is developed
known a- the "medium sell." \ cross between hard and
soft sell, it consists of shouting every word of the com-
mercial copy except the brand name — which is whispered.
mm^r*k\JG\JSTmstem^ ***** November *****
De-pile vacations, tbi> month turns out iaiiK news-
worth} :
• \ top ad agency manages t<> conduct its business for
an entire week without holding a single meeting of any
kind.
• TvB picks a "Mis- Portable Television \t The Beach"
for 1957. Her prize — a three-da} trip to any fringe mar-
ket of her choice.
• Ml the Piel's Beer I lain and Bert commercials are
spliced together to make a feature film spectacular. It
will be sponsored b\ Pabsl Brewing.
***** SEPTEMBER *****
I he big 1957 fall programing gets off with a "bang" as
// Milt Earp and Broken Arrow shoot it out. Other events
ol the month included:
• \ motivational researcher comes up with the infor-
mation that the reason people bin i- because they feel
guilty accepting monej from their employers, and want
to gi-t rid of it as fast as possible.
• A top l\ star returns his "Emmy" to the awards com-
mittee with the statement. "In view of my low ratings, I
do not feel I ever deserved it."'
• \ national county-by-count) t\ set count is an-
nounced by the Girl Scouts of America. The) conducted
a door-to-door census while out selling Girl Scout cookies.
Now with the frost on the pumpkin, everything in broad-
casting is so peaceful that even congress can't think up a
new investigation. \ few things take place, however:
• Control of Revlon is taken over in a coup by three
stockholders who had been winners on both $64,000
Question and $64,000 Challenge and used their winnings
to acquire 51% of company's shares.
• An Arkansas station's local personality, noted for his
ad-lib commercials, delivered a one-minute announce-
ment of a special sale on snow shovels at a local hard-
ware store. The onl) trouble was that he mentioned the
wrong hardware store as the sponsor. When this com-
petitoi -tore >old all its snow shovels in one da\ . the real
sponsor — stuck with a stock of 96 shovels — laughed
heartil) and said. "Well. I guess that's what makes him
a local personalit) ."
■ ■"""• T-
ft** DECEMBER $****
* ft*** OCTOBER
■T- -T- T- r-
As 1957 draws to a close, broadcast advertising is bigger
than ever. It has survived a lot, including these:
• Wanting to remember all the agenc\ timehmers at
Christina- with a gift, the manager of a Vermont radio
station tells his secretary to see thai the) all get pen-
wipers. She misunderstanding, -ends each timebuyer
ten diapers.
• An ad agenc) with a cranberrj juice account serves
nothing but that to drink at its Christmas office party.
The entire staff agrees it was the "best part) ever." ^
This month is ruled b) the sign of Scorpio, the Scorpion,
and also b) Trendex, the Overnighl Hater. Neither has
much to do with the following newsbreaks:
• Advertisers and the 1 V's agree to a code governing
client switching from one agenc) to another similar to
our divorce laws. From now on, the onl) grounds on
which an account ma) separate from an agenc) are in-
compatibilit) and marketing non-support.
FINIS
■,.
SPONSOR
2') DECEMBER 1956
I
•
Capsule case histories demonstrating radio's ability to move
varied products at low cost. Reports Iroin stations throughout
the country include details on campaign costs and promotional
methods which admen can apply to their own selling problems
On tlic following pages are over five dozen
capsule case histories, each demonstrating ra-
dio's ability to sell. Each case tells a specific
stor) of rt-su lt~ obtained through local or re-
gional radio campaigns which admen can
appl) to their < < w 1 1 selling problems in the
coming year.
Whether your product is a high-priced, lu\-
urj item i radio grossed 8120,000 for an
Omaha Packard dealer al a cos! of $1,000);
or a low-cost, impulse item i radio moved
4,500 pounds of meal for a High Point, North
Carolina food market for S22.15) : a specialty
(1,000 rose bushes were sold for a British
Columbia Gardening supph outlet l>\ a vil."»
radio schedule); or a service Ian $80 radio
schedule resulted in $1,100 in recapping and
brake business for a Ventura, California Fire-
stone dealer' radio proves it can sell for you.
The i>\ specific reports front representative
stations are arranged alphabetical!) l>\ prod-
itegorj for eas) reference. I he salient
facts on objectives, costs, promotional meth-
od- and results obtained in these varied
radio campaigns offer stimulating ideas
practical guidance lor the alert advertiser.
Coming next week: TELEVISION RESULTS
RADIO RESULTS
AUTOMOTIVE Mcrcu
ry
SPONSOR: Montgomery Stubbs Motors AGENCY: L. E. Ryan
CAPSULE CASE HISTORY: Rowzie on the Road, a five
minute feature, aired Monday through Friday at 5:25
}>.m.. has made Montgomery-Stubbs able to compete suc-
cessfully with newspapers, tv and other radio advertisers,
in building a top volume dealership. The popularity of
the five minute segment stems from the fact it's a source
of news on traffic conditions broadcast when it's needed
most. Sponsorship of the five minute service show has
made M-S number one Mercury dealer in the city.
WWDC, Washington. D. C.
PROGRAM: Rowzie on the Road
AUTOMOTIVE Chevrolet
AGENCY: Direct
-I'liN-oli: John DeNooyer Chevrolet
CAPSULE CASE HISTORY: Advertiser's objective was
two-fold: (1) to maintain new car sales and (2) to move
excessive used car stock held over from December. Dur-
ing February, a usually slow month for DeNooyer, nine
announcements per day, six days a week were scheduled.
In addition to unexpected neiv car volume, 43 used cars
were sold — an amount almost equal to mid-summer sales
i uliinie. Cost per used car unit was $11.65 to the spon-
sor. Overall campaign cost for the entire month was $500.
VI \ li. ( ol.lwatrr. Mn !,.
PROGRAM: Announcements
AUTOMOTIVE New Ca
rs
SPONSOR: Seifert Pontiac-Cadillac AGENCY: Mark Schreiber
CAPSULE CASE HISTORY: For three consecutive nights,
Seifert Pontiac-Cadillac participated in the stations
broadcasts of quarter-final and semi-final State high
school championship basketball games. On each of the
evenings, eight announcements were aired. During this
time, commercials highlighted 12 automobiles, of which
11 were sold. Total advertising cost for the 24 participa-
tions was $150; and tfie sponsor, satisfied with results,
attributes success of the drive solely to radio.
KVOD, Denver, Col.
PROGRAM: Participations
AUTOMOTIVE/Ceneral Motors
-I'MNSOR: Aikm- Km. II
\CI \< ^ : hirrrl
I VPS1 II CASK MISTOKY: •///, ins-K roll placed six one-
minute announcements on kl / 1/ in order to move six
new automobiles from his showroom. Inning the cars
were fout < hevrolets, one Pontiac and one Buick. Over
the five-da1) period in which commercials were broadcast,
advertising cost amounted to $54.00. As a result, all six
General Motors cars were sold for a gross sales figure
<ii 113,170. Sale of the cats provided space for new
models which subsequently were delivered to the dealer.
kl \\1. \gana, Guam PROGKAM: \nnuim. mients
AUTOMOTIVE/Ford
SPONSOR: Marck Motors
AGENCY: Eves
CAPSULE CASE HISTORY: /„ advertising on its first
Martin Agronsky Show, this Ford Auto agency plugged
its used car "special." Three cars offered at special rate
were key no ted in commercials. Show was aired from
7:15-7:30 a.m. and by 9:00 a.m. people were waiting for
show-room doors to open. Since sale of these cars, March-
Motors has featured three used cars each Monday morn-
ing, and each week thus far (four weeks) all advertised
cars have been sold. Cost has been less than 1 % of sales.
KBAB, San Diego, Cal.
PROGRAM: Martin Agronsky Show
AUTOMOTIVE Lncoln
SPONSOR: Piatt Lincoln-Mercury Co. AGENCY: Direct
CAPSULE CASE HISTORY: As many as 30 or 40 an-
nouncements a day were used by the sponsor for one
week prior to a special used car sale and also during the
week of the sale on a run of the schedule basis. At least
15 automobiles were sold above the quota set as a target
by the dealer. Salesmen were kept busy on the lot until
11 p.m. and many sales were made during the evening
hours. WCBI was the main advertising outlet for the
dealer and received the credit. The air time cost $300.
WCBI, Columbus, Miss.
PROGRAM: Announcements
AUTOMOTIVE Pnckrd
SPONSOR: Packard Motors
AGENCY: Direct
CAPSULE CASE HISTORY: During the second week of
August, 1955, Packard Motors of Omaha, Neb., scheduled
a spot saturation campaign on KOWH. During this
period, 145 one-minute spots were aired at a local pack-
age rate of $1,000. In that time, the advertiser sold
$120,000 worth of automobiles. The Packard Motors ad
manager stated that all customer reaction was from ra<lio
and that continued use of the medium is being very seri-
ously considered by Packard Motors.
KOWH, Omaha. Nebraska
PROGRAM: Participations
AUTOMOTIVE Used Cars
SPONSOR: W. C. Barrow AGENCY: Direct
< VPS1 IK CASE HISTORY: This used car lot sponsor
uses one announcement per day. In one month's time,
II . ('.. liairou sold Sl.OIMI worth of used ears, which the
company directly attributed to the radio station announce-
ments. Of note is the fact that one ear was sold in Over-
ton. Texas: another went to a customer in Gilmer, Texas.
Both cities are quite a distance from the location of the
use, I ear lot. The advertiser continues using KFRO and
is very pleased with the results it's delivered thus far.
KFRO, Longview, Tex.
n;iM.|; \\I: \nnounccinents
38
M'ONSOK
29 i»i( i:\ii!i:i{ 1()56
RADIO RESULTS
AUTOMOTIVE/Reconditioned Cars
SPONSOR: B & J Motors AGENCY: Direct
CAPSULE CASE HISTORY: B& J Motors sold a total of
85 used cars as a result of radio. Total was amassed in
one month during the summer of 1956. Vehicle used
by the advertiser was half-sponsorship of the Topeka
Hawks' baseball games once a week (generally Saturday
or Sunday). Commercials highlighted low overhead at
B&J, coupled with company's direct purchase of cars
from new car dealers. All cars were completely recondi-
tioned, ready to drive away upon purchase. Cost per
week of show: $101.25.
WIBW, Topeka
PROGRAM: Baseball
AUTOMOTIVE/Cars and Trucks
SPONSOR: Bill Haden. Inc.
AGENCY: Direct
CAPSULE CASE HISTORY: Advertiser s objective was to
move five 1955 models off the floor. Therefore, Bill
Haden. Inc. purchased eight announcements a day for
three days. On morning of third day, company cancelled
day's advertising, stating that the five models hud been
sold — three passenger cars and two pickup trucks. Pur-
chasers came from as far as Mt. Madonna, Santa Cruz
and CorralitOS. Cost of what turned out to be a two-day
drive amounted to $20.
KHUB, Watsonville, Cal.
PRO(iH \M: Announcements
AUTOMOTIVE/on
SPONSOR: Cromwell Oil Co. AGENCY: Ramsey & Brown
CAPSULE CASE HISTORY: In using five announcements
per day for its oil additive, X-3, Cromivell Oil offered 10
free gallons of gas to listeners who arrived at a Golden
Eagle gas station within 30 minutes of the commercial
ivith their speedometer readings ending in the four digits
read on the air. Started as a three-digit reading with a
five-mile leeway, the service stations were swamped. Un-
der the four-digit system, Golden Eagle still gives gas to
15-20 winners per day.
KPOP, Los Angeles, Cal.
PROGRAM: Lucky Mileage
AUTOMOTIVE cisoi no
SPONSOR:
Major Gasoline Co.
of El Centro
AGENCY: Direct
CAPSULE CASE HISTORY: Using only KXO Radio, the
advertiser has become the second largest gasoline dealer
in El Centro, selling 60,000 gallons per month. Radio
schedule consists of regular usage of one announcement
daily in the Monday to Friday Afternoon Varieties shoiv
($3.00 each) plus sponsorship of the five-minute Let's
Swap program, also a popular local strip. In addition.
the sponsor sometimes runs special seven-second an-
nouncement saturations of 10 per day for five to 10 days
to feature a special phase of its operation.
KXO, El Centre, Calif.
PROGRAMS: Afternoon Varieties,
announcements and Let's Swap
AUTOMOTIVE/Anri-Freeze
SPONSOR: Simpson-Sears AGENCY: Direct
CAPSULE CASE HISTORY: Taking advantage of the
immediacy of radio advertising. Simpson-Sears placed a
$10 flash announcement campaign on CHUB on the morn-
ing of the season's first cold snap. The 15-second an-
nouncements started in the morning and by the end of the
day the sponsor had sold 800 quarts of anti-freeze at 89£
each. The radio announcements brought in a total of
$712 for an advertising outlay of $10. The station is
convinced that this ratio will bring them more seasonal
business from the sponsor.
(Ill B. Nanaimo, B. C.
PROGRAM Announcements
AUTOMOTIVE/Nighr Service
SPONSOR: Enoch Chevrolet
AGENCY: W. B. Geissinger
CAPSULE CASE HISTORY: Working on the assumption
that the best way to attract customers to an <ill-ni<j.lit busi-
ness is by reaching people who are awake in the post
midnight hours Enoch went into sponsorship of On Till
Dawn (1:00 a.m.-5:00 a.m.). Objective was to boost
quantity <>i niglit service business and to acquaint more
people with seven day service. With a maximum of
music and a minimum of talk show has increased business
of the Enoch service department by 330%.
KM PC, Los Angeles
PROGRAM: On Till Dawn
AUTOMOTIVE/Car Wash
SPONSOR: Grabow Auto Wash
AGENCY: Direct
CAPSULE CASE HISTORY: Radio advertising solved the
problem of stimulating business during the first days of
Grabow' s operation. A seven day campaign comprising
48 one-minute and 22 20-second spots brought in an
estimated 1.100 customers at a special sales price of 99c?
per car wash. Car owners from all over the Omaha retail
trading zone responded to the promotion and many have
become regidar customers. The cost of the WOW cam-
paign was $500.
WOW, Omaha. Neb.
PROGRAM: Announcements
AUTOMOTIVE/Service Specials
SPONSOR: Firestone AGENCY: Direct
CAPSULE CASE HISTORY: Services as well as mer-
chandise can be successfully promoted by the use of the
air media as in this case recorded for SPONSOR by Bill
Williams, general manager of KUDU. A series of an-
nouncements over a four day period were used by Fire-
stone to call attention to a "special" on brake adjustments
being done for $1.19 and a recapping special priced at
$9.99. In five days the announcements brought in over
$500 worth of business in tire recapping, $600 in brake
specials. The total cost of the advertising was
KUDU, Ventura, Cal.
PROGRAM: Announcements
SPONSOR
29 DECEMBER 1956
39
:
^J*cs*
f^jL\
w_
H
— >*
s
f i f
: ^
V
Ions of explosives blow up on a
Brooklyn pier; violence flares in
Eastern Europe; the Near East
smolders . . .wherever news is hot,
NEWSFILM's more than 250 camera
correspondents around the world
get the picture . . . and get it fast !
And newsfilm (a product of CBS
News) gets to audiences fast. Flown
to strategically -located processing
centers, footage is expertly edited
to exacting CBS News standards,
then rushed directly to you: twelve
minutes a day of worldwide coverage
available for local showing within
hours after the events occurred.
Ralph Renick, news director of WTVJ,
Miami, three -time award winner
for outstanding news operation,
reports: "We consider newsfilm
the best source for news outside
our local area. Proof of its success
with audiences is that all WTVJ
news programs have attained higher
ratings than their competing
programs. Proof of its success with
sponsors comes from 31 different
advertisers who consider news
their best vehicle on our station!"
Whatever the New Year brings, if
it's news NEWSFILM will get it first
. . . fast. It is the only television news
service produced exclusively for
television stations. And newsfilm
is available to all stations.
CBS TELEVISION
FILM SALES, INC.
York, Chicago, LosAng<
SCO,
St. Loin'*, l > lanta.
In Canada: S. It'. Caldwell, Ltd.
RADIO RESULTS
AUTOMOTIVE/ Tires
SPONSOR: Wilson Way Tire Co. AGENCY: Direct
CAPSULE CASE HISTORY: The client really started roll-
ing when he ran a special June, July and August promo-
tion this year for Seiberling Tires. 11 announcements a
week were used over the Ellis Lind and Ray Golden disk
jockey shows heard in the morning and afternoon respec-
tively. Sponsor attributed approximately 1.080 tire sales,
representing a gross of over $27,000, to the pull of the
two shows. The cost of Wilson Way's Seiberling cam-
paign was $643.50 or less than 3% of the gross sales.
KSTN, Stockton, Cal.
PROGRAM: Announcements
AGRICULTURAL/ Livestock Feed
SPONSOR: Tennessee Farmer's Co-Op
AGENCY: Direct
CAPSULE CASE HISTORY: Five million pounds of live-
stock feed were sold within a two-week period because of
a promotion on WSM's Farm Market Report. The 15-
minute show plugged an offer of a pair of nylons for 69f£
and the tags from five 100-pound sacks of feed. Horace
Corder, a marketing expert with the Tennessee Depart-
ment of Agriculture, conducts the 11:30 to 11:45 a.m.
strip and gives daily information on livestock, fruit and
vegetable market prices. Cost of the show: $90 daily.
\\S\I. \a-hwl]e
PROGRAM : Farm Market Report
AGRICULTURAL/Chicken Feed
SPONSOR: Birdsey Flour &
Feed Mills
AGENCY: Day, Harris, Hargrett
& Weinstein, Inc.
CAPSULE CASE HISTORY: The Plant City Birdsey
Flour and Feed Store offered a free baby chick with
each pound of chick starter sold. Six announcements
were used on a Friday and Saturday. By Saturday
afternoon, the dealer's entire supply of baby chicks had
been given away with 6,000 pounds of feed. Price of
six announcements was $10.80; volume of feed sold
came to slightly over $300. Customers came from as
far as 200 miles away for this special offer.
WPLA, Plant City, Fla.
PROGRAM: Announcements
AGRICULTURAL Lvstock
SPONSOR: York Livestock Commission
AGENCY: Direct
CAPSULE CASE HISTORY: Sponsorship of a half-hour
program plus spot announcements for a full year brought
as much as an 83% increase to this auction market or-
ganization. Objective of the drive was to establish a com-
petitive market for fat hogs, in face of poor prices being
paid for livestock. With weekly remote broadcast and
five one-minute announcements per week, the Commis-
sion realized an 83% gain in sale of hogs, 7.8% for cat-
tle, 9.6% for calves and a 2.4% increase in dollar volume.
KAWL, York, NYl.r.
PROOR \M: Announcements, show
AGRICULTURAL/Sheep
SPONSOR: George Umphlet AGENCY: Direct
CAPSULE CASE HISTORY: Early in January, 1956,
George Umphlet, a sheep buyer, bought 200 head of
sheep. During early morning farm time he broadcast
three announcements on KFEQ at a cost of $27. Later
that morning, all the sheep were sold to buyers who had
eitfier stopped at Mr. Umphlet's office or who had phoned
him. All buyers indicated that they had heard the an-
nouncements on tlte air earlier. Radio Station KFEQ ivas
tfie only advertising medium used to publicize this sale.
KFEQ, St. Joseph, Mo.
PROGRAM: Announcements
AGRICULTURAL/ Farm Machinery
SPONSOR: Sears, Roebuck & Co. AGENCY: Direct
CAPSULE CASE HISTORY: The Sears, Roebuck store in
Kewanee, III., was almost completely gutted by fire of
incendiary origin recently. Ad department of the store
decided to highlight sale of partly damaged farm machin-
ery at an auction sale the day after a holiday. Since
there teas no newspaper edition on holiday, they planned
to advertise the event through radio exclusively. The
day of the auction sale, almost every farmer in the Ke-
wanee area turned out.
WKEI, Kewanee, 111.
PROGRAM: Announcements
AGRICULTURAL/ Pamphlet
SPONSOR: May Seed Co. AGENCY: Direct
CAPSULE CASE HISTORY: On his regular 15-minute
Monday through Saturday show at 7:15 a.m., Frank Field
I old KM A listeners to send in self-addressed envelope to
obtain a copy of Moon Signs pamphlet. Only five brief
mentions of the offer were made, but three days after
conclusion of the offer, station had mailed out 6,122
copies of the pamphlet on behalf of the May Seed Co.,
which specializes in nursery products. Cost of each Frank
Field's Morning Visit show totals $24.00.
KMA. Shenandoah, Iowa
PROGRAM: Frank Field's
Morning Visit
CLOTHING/Suits
SPONSOR: Gem Tailors AGENCY: Direct
CAPSULE CASE HISTORY: The sponsor had been a
steaih advertiser on the station, using a single \o-second
announcement at 9:30 a.m. on Saturdays. However, he
recently decided to test a package of announcements over
a weekend, is a direct result o) the Sid schedule. Gem
sold a large quantity of both men's and women's suits,
with total sales amounting to $5,000. Each suit cost an
average of $8,3.30 to the customer. For each ad dollar
invested. Gem received Si 08.
< K< )\ . Kelowna, B.C., Canada
PROGRAM: Announcements
42
SPONSOR
29 DECEMBER 1956
Time to throw out the old
Minneapolis-St. Paul radio data, too!
There's a new listen in the Twin Cities. Audience patterns have changed
drastically. And Storz Station programming is responsible. Hardly a
factor less than a year a?o — WDGY is now a major factor in any Twin
Cities advertising campaign. It's very nearly unanimous: Hooper. Pulse,
Nielsen and a host of Twin Cities advertisers a<jrree WDCY has the l>iur
audience for those big results. Make sure you buy Minneapolis-St. Paul
with the new data . . . which your nearest Blair man, or General Manager
Steve Labunski will cheerfully supply.
WDGY
50,000 watts and a nearly
perfect-circle daytime signal
MINNEAPOLIS-ST. PAUL
WDCY
Minneapolis-St. Paul
WHB
Kansas City
Represented by John Blair & Co.
President:
TODD STORZ
KOWH
Omaha
WTIX
New Orleans
Represented by Adam Young Inc.
SPONSOR
29 DECEMBER 1956
43
RADIO RESULTS
CLOTHING /Cashmere Coats
SPONSOR: Ri.l-eway Stores AGENCY: Lewis, Hunter & llatt
I VPSULE CASE HISTORY: Though the sponsor is a
regular participant on the Steve Allison Show, it ran a
test oj the show's pulling power. A three-announcement
schedule was planned to advertise 20 women's Cashmere
coats, reduced to $55. Despite the unseasonably warm
weather at the time and the odd hour for such announce-
ments i 1 1 p.m. to 2 a.m.), the entire stock was sold out
before the third announcement could be aired. Cost of
the two announcements: $36; price of the coats: $1, 100.
\\ PEN, Philadelphia
PROGRAM: Steve Allison Show,
Announcements
CLOTHING Women s Hats
SPONSOR: Mabel's Store
AGENCY: Direct
I vPSl I I I VSE HISTORY: In order to sell out the sup-
ply oj hats <>n hand and make nay for new stock, this
lo< <il i clmlcr placed two announcements on station
k II E. Cost of the commercials totaled $6.00. Immedi-
ately niter the) were aired, the advertiser got results and
in a short tune not only mis the display line sold, but
mun\ of the hats which were out-of-season and in storage
hud been cleared for ncii stock. The advertiser indicated
that results were belter than expected — all for $0.00.
K \\ I .. I arlsbad, N. M.
PROGRAM : Announcements
CLOTHING/ Hosiery
SPONSOR: Sanger Brothers AGENCY: Direct
CAPS1 LE CASE HISTORY: Over 2(i.(K)0 pairs of stock-
ings were sold in the first few days of Sanger Brothers
anniversary promotion on hosiery. Radio kl.ll was the
medium selected to boost sales in the Dallas area — and it
proved extremely gratifying according to Fred '/'. John-
son, sales promotion manager of the firm. Johnson notes
that m addition to selling the 20.000 pairs of stockings,
radio increased slon- traffic in other areas and brought
in 1,666 telephone orders for the sale item.
Kill. Dallas, Tex.
PKOOU \\l: Announcements
CLOTHING sh
oes
SPONSOR: Spence's Shoe Store v€ENl \ : One, i
CAPS1 LE CASE HISTORY : /" programing its "annual
half -pine sale." the sime used eight announcements pet
ilu\ fot the im> days immediately preceding the sale.
Tins mis the only advertising medium used /<> Spence's.
/. . ording to a store spokesman: ". . . on the first day
our Sim e mis Idled to capacity with customers from
opening at 9:00 a.m. id neai closing time at 6:00 /».»'.
// i cannot estimate the hundreds of people that we had
in om sime. . ." Total cost iius $42.50.
< fGX, Yoi kton, Saskati hi
PRI u .1; \ \1 Vnnoum emi nl
DEPT. STORE/Carlisle, Pa.
SPONSOR: Montgomery Ward AGENCY: Direct
CAPSULE CASE HISTORY: A holiday season advertiser
has become a year 'round advertiser as a result of the
outstanding success of a pre-Christmas campaign. The
Ward outlet in Carlisle purchased 5 announcements daily.
Monday through Friday, between 1 December and 23
December for a total of 85 announcements. December
sales were up 49% over the same period of the previous
year when no radio was used. Total cost of the cam-
paign uas S270.25.
WHYL, Carlisle, Pa.
PROGRAM: Music a la WHYL
DEPT. STORE/ Cheyenne, Wyo.
SPONSOR: Fowlers Dept. Store AGENCY: Direct
CAPSULE CASE HISTORY: Foivlers Department Store
uses three spot announcements daily throughout the year
via station KVWO. Announcements are supplemented by
various sports shows. Through consistent use of spot
radio plus selected programs, the following increases have
been shown: (1) Men's department showed 46% increase
in 1954 over 1953, another 10% increase in 1955. (2)
Women's department tipped sales by 1 1', over the pre-
ceding year. Approximate monthly expenditure: $250.
KVWO, Cheyenne, Wyo.
PROGRAM: Announcements
DEPT. STORE/Coiumbia, s. c.
SPONSOR: II. L. Green Co., Inc. AGENCY: Direct
I M'M I I i \H HISTORY: For a three day trial promo-
tion, the II. /.. Creen Co. chose to sell nylon hose solely
through radio station WOJC. The trial consisted of 20
station break announcements each running 20 seconds.
Handicapping radio's effectiveness the hose uas put on
display in an inconspicuous part of the store. According
to store manager, John Gromek, sales volume with such
advertising usuulh moves .">oil pairs of hose in a three
day period. WOIC moved 1,614 pairs at cost of
WOIC, Ci
S. C.
I'lil H .K \ M : Announcements
DEPT. STORE/ Binghamton, N. Y.
SPONSOR: Fowler, Dick & Walker VGENCY: Direi I
CAPS1 I i I W: HISTORY: // hen II INR became an in-
dependent outlet two no m/lis ago, it minted to prove its
impact to potent ml advertiser, Fowler, I heir & II alker.
In order to do SO, it decided to program thicc-and-a-
quartet hours oj classical and semi-classical music lion-
day through Friday from 7:15-11:00 p.m. During the
trial period of the show, mail pull and newspaper re-
views proved so favorable that the local department store
signed for a long-term contract with the radio station.
WINR, Binghamton, N. Y. PROGRAM: I lassical and
semi-classical music
14
SIMtNSOH
20 DECEMBER 1956
HOW MUCH SHOULD A
STATION INVEST IN
TRADE PAPER ADVERTISING?
Station managers tell us that they seldom get a straight an-
swer to this oft-asked question.
1 et today's strict insistence on economy in every phase of
station operation demands that the question be answered.
iere is what we say when someone asks, "Mow much
should my tv ( or radio) station put into trade paper adver-
tising?"
For three out of four stations the answer is, "not a red
cent."
When you advertise in a tv radio trade publication, you
want to attract national business. You're pinpointing your
message to account executives, ad managers, timebuyers.
And you must have the ingredients that help you and your
rep convert favorable impressions into sales.
\\ ith few exceptions, we advise that you reserve your
promotion dollars for local use unless you have—
( 1 ) A national representative who will be stimulated and
helped by your trade publication advertising. (2) A market
story strong enough to convince national and regional
buyers that your station is logical. (3) A station story that
warrants consideration.
Frequency, network, and power aren't the whole answer,
though they help. A few 250-watt independents have in-
vested as much as 50% of their national spot income in
trade advertising and have achieved outstanding results.
As we mentioned earlier, three out of four stations have
no business using national trade paper space.
If you're the one-out-of-four that should, SPONSOR
recommends, on the basis of industry analysis, that you
invest 5% of your 1957 national spot income in this pin-
pointed form of advertising.
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
ON YOUR
DESK
EVERY
FRIDAY
RADIO RESULTS
FOOD/Biscuits
SPONSOR : B & B Biscuit Co.
Al,l \CY: Brad-Wri-ht-Sm ll
CAPSULE CASE HISTORY: The client regularly span-
sors two five-minute Beat The Weatherman shows daily,
one at 8:20 a.m. and the other at 3:00 p.m. A disk jockey
telephones listeners at home to have them guess the exact
temperature at the moment of the call. To test the shows,
the client offered a premium in cookies for every label
sent in by a deadline. Though 239 labels arrived in time,
a flood of later labels followed, all of which received the
premium. This caused the sponsor to recommend an in-
creased ad budget to the manufacturer. Weekly cost: $195.
WDOK. Cleveland
PROGRAM: Beat The Weatherman
FOOD/Bread
SPONSOR: Homekraft Bread
AGENCY: Merle Blair
CAPSULE CASE HISTORY: Homekraft scheduled a
single one-minute announcement per day through a six-
day period, offering a pamphlet of holiday bread recipes.
Subsequently, 1,008 requests were received. In addition,
many of HomekrafCs stores had a demand heavy enough
to warrant reprinting the pampfilets. Because of the
results, the sponsor purchased a year-long campaign ad-
jacent to a k/.\ newscast. Only medium used by Home-
kraft Bread was radio. Cost of the original announce-
ments was $60 or $10 per announcement.
KLX, Oakland, Cal.
PROGRAM: Announcements
FOOD/ Potatoes
SPONSOR: Jobbers Outlet Food Store AGENCY: Direct
CAPSULE CASE HISTORY: With a special purchase of
Michigan potatoes on hand and a weekend coming up,
Harold Dalman, manager of Jobbers Outlet, called the
station to find out if he could sell the potatoes before
they became a storage problem. He ordered 15 30-word
lime signals for Friday and Saturday, offering the prod-
uct at 39<? a peck. He cleared the entire stock of over
300 pecks by mid-Saturday. Cost of schedule: $26. He
grossed 4.5 times his advertising investment.
WHTC, Holland, Midi.
PROOR AM : Announcements
FOOD/Mcats
SPONSOR: The Food Fair
AGENCY: Direct
CAPSULI CASI HISTORY: Mr. Hob Vaughn, owner
and manager of the Food Fair called It lll'E recently to
sa\ he'd purchased 2,000 pounds of beef he wanted to
sell oiei (i particular weekend, lie purchased 5 one min-
ute announcements dail-) <>n a Thursday, Friday and
Saturday. The copy read "One ton of beef to be sold
this week-end." By Saturday night over 4,500 pounds of
meat had been disposed of ui <i gross take of $2,025. No
othei advertising medium was used for the three day
campaign. The cost of the announcements was $22.15.
Wlll'l . High Point, V C.
PROGF \ M Vim. .mi, . in, ni-
FOOD/Canned Coods
SPONSOR: Stokes Canned Foods AGENCY: Direct.
CAPSULE CASE HISTORY: Radio was used exclusively
to introduce four food lines put out by four independent
firms. All four lines were completely unheard of in Grand
Island when the campaign was started on 1 February with
a five minute, twice daily, telephone quiz program. The
program ran six days a week until 10 February. On the
last day one of the product salesmen and a market opera-
tor checked grocery carts in one market as they passed a
cheeking point. Of 23 carts, 19 carried one or more items
advertised. Cost of air time was $201.60.
KRGI, Grand Island, Neb.
PROGRAM : Call for Cash.
FOOD/Sardines
AGENCY: BBD&O
SPONSOR: Maine Sardine Industry
CAPSULE CASE HISTORY: Early last summer the Ra-
mirez Brokerage Co., of Chattanooga started to feel
results of a radio campaign on behalf of Maine sardines
aired in Chattanooga by BBD&O for the Maine Sardine
Industry between 10 July and 5 October. Ramirez re-
ported that the demand created by radio forced a
reorder of three carloads of sardines to satisfy customers'
needs. Exclusive radio campaign of 12 announcements a
week cost $1,146.60.
WMFS, Chattanooga, Tenn.
PROGRAM: Announcements
AGENCY: Direct
FOOD/Fish
>P()NSOR: Mr. Main
< U'SULE CASE HISTORY: Mr. Main, skipper of the fish-
boat. "Seeltle." decided to sell his catch of herring to
\nnaimo homemakers from his boat. He placed a $3.00
spot announcement on the air at 10:30 a.m.. following a
quiz show. The announcement stressed that herring was
for sale at $.50 per bucket so long as buyers brought
their own containers. Mr. Main sold his entire hall-Ion
catch in one day. netting $45.(10. lie repealed this for tiro
more dins. Total expenditure was SO. DO; profit. $135.00.
I III B, Nanai.no. B.C., Canada PROGRAM: Announcements
FOOD/ Beer
SPONSOR: F. E. B. Distributing Co. \U Nl i : Fitzgerald
< \l">ULE CASK HISTORY: In order to bring lax Beer
to the alien/ion of consumers along the Mississippi Gulf
coast I. I . H. Distributing Co. placed a Y0-week an-
nouncement schedule on the station. Commercials high'
lighted a "pick the winner" football contest in which
seen weekly prizes were given out. The schedule, which
was highly successful, ran six days a week with messages
aired from 6:30-6:45 \>m. Radio time -and -talent
amounted to $66.00, cost oj entry blanks was $00.00:
prizes were supplied by station. Total: $156.00.
\\(.< M. Gulfport, Miss. PROGRAM: Announcements
li.
SPONSOR
20 DIXKMHKH 1050
Advertisement
Million Give-Away Show!
By John Pepper and Bert Ferguson
A Quarter of a Billion Dollar Market
is available in the Memphis Negro
Trade Area! Naturally, the $250 Mil-
lion Question is how YOU can get in
on the cash award! Here's the answer.
WDIA. WDIA's 50.000 watts and con-
sistent top-ratings control — almost to
monopoly — Negro consumer contact in
this section of the South.
Specialized Market
There is. within WDIA's radius, a
total of 1.237,686 Negroes! That's al-
most 10' (' of the entire Negro popu-
lation of the United States! . . . con-
centrated in this trade area!
Industry, moving South in its de=.
centralization plan, utilizes these Ne-
groes as labor, on a high wage scale.
The?e Negroes will earn in excess of a
quarter-billion dollars this year, and
they will spend 80% of their income on
commodities. They already buy, in the
food field, nearlv 689? 0I all canned
milk sold in Memphis . . . almost 65' i
of all flour . . . over half of the mayor
naise, coffee, bleaches. They purelia-
in drugs and allied products, almosl
55', of all deodorants, about 59', of
all laxatives, more than 54% of all
soap, half the chest rubs. In soft goods
they buy at least 609? of all sweaters,
more than 17', of the men's sox, also
about 51', of the women's shoes.
What is more, these Negroes bu\
not only in quantity, but in quality.
Their new. affluent economic status in-
spires amibition to elevate their stand-
ard of living. They want quality mer-
chandise— and tbe\r have the money to
buy it. Realizing ibis need, WDlA is
dominating the specialized Negro mar-
ket with customized sales promotion
for name brand merchandise, a-:
Carter's I. It tit- Liver Pills . .
Blue Plate Foods . . .Arrid . .
maxwell House Coffee . .
Cheer . . Onteqa Flour.
Does your brand belong in this group?
Have you a product to place on this
specialized market?
Specialized Station
WDIA can channel your sales mes-
sages directly to ready-made, loyal
audiences . . . audiences who want to
bin. if approached in a way suitable
to their temperament. These Negroes
are filled with pent-up desire for free-
dom of expression and opportunity to
react to the basic selling invitation of
their own leaders. WDIA provides
both outlets. WDIA is a specialized sta-
tion, operating — on all 50,000 watts —
exclusively for Negroes. Programming
is directed specifically to Negroes.
Shows feature Negro talent only — an-
nouncers, MC's disc-jockeys, musicians,
home economists, stars.
As a consequence, listeners, with a
quarter of a billion dollars to spend,
feel that WDIA is their station. They
respond to WDIA's Negro stars with
racial pride — and they support prod-
ucts which their stars represent, with
stout fidelity. WDIA contacts — and vir-
tually controls — the largest market of
its kind in the nation.
Market Development
Moreover, this market potential is
just developing. As industry moves
more and more rapidly to this section,
Negroes become an increasingly strong,
integral factor in the expanding econ-
omy. A multiplicity of businesses are
thrusting upon the Negroes employ-
ment on an ever-growing scale. A
larger number of Negroes work with
greater regularity than at any period
in the history of the South — and this
is just the beginning. The South is
swiftly changing from agrarian econ-
omy to industry. New occupations,
new skills, constantly make new re-
quirements and offer higher wages. As
the Negroes learn new trades, they ac-
quire new values, accept new respon-
sibilities.
This psychology manifests itself in
an evolving social consciousness. As a
group, the Memphis Negroes affiliate
themselves more with civic, welfare,
and fraternal organizations than at
any time prior to this era. As individ-
uals, the) seek to identify their per-
sonal habits as well us their standards
of livinjj with those of their fellow
white citizens. Therefore, the) bin
products never used before b) Negroes
in am volume — if at all. What is more
important, the) are training their
children to avail themselves of soaps,
toothpaste, deodorants, face creams
foods hitherto prohibited by price,
and clothing that is new — not handed-
down from white youngsters. They are
educating their boys and girls to ele-
vate their levels of living, to use more
and better commodities.
The establishment of your brand on
the Memphis Negro market means
present profits . . . plus an investment
in future sales.
Market Foundation
The market foundation is, already,
an instituted order. The population is
permanent, and Negro finances are
on a stable basis. Negroes are an
important part of the changing struc-
ture of the South — and their capital
a vital contribution to the welfare of
the community.
With its 50,000 watt power, its spe-
cialized job of programming directly
to Negroes, and its influence through
communis service for Negroes, WDIA
can reach a larger number of these
vital customers and sell more consumer
goods than all other types of media
combined!
With its popularity and personalized
-ale- sWem. WDIA can offer you more
opportunities for big money than a
Give-Away Show. You ask the ques-
tions— WDIA furnishes the answers
on how to win your share of a $250
Million market.
Secure your advantages, now, in
this rich and opportune market. Send
your name and address, on your letter-
head, today. We will mail to \ou ir-
refutable facts and figures, along with
your hound copy of, "The Story of
WDIA!"
W I )l \ i> represented national!) b)
John K. Pearson Compam .
-^>
]OHN~PEPPER, Pi
BERT FERGUSON, General
rZTt
r /JOHN PEPPER, President
Manager
eYK^^-^J
HAROLD II ALKER, Commercial Manager
SPONSOR
29 DECEMBER 1956
17
RADIO RESULTS
HOMES/ Lincoln, Neb.
SPONSOR: Home Construction AGENCY: Direcl
CAPSULE CASE HISTORY: In order to sell homes ahead
of the building schedule, the sponsor used 75 half-minute
r.o.s. spots in a \-day period. Subsequently, six homes
were sold, with a total dollar value of more than $60,000.
The "direct sell" advertising cost on units sold was less
than .002 . according to Home Construction s sales
manager I). Hansen, who also stated, "We were stvamped.
Without having even a full) completed 'show house,' we
sold every one available." Cost: $125.
KLMS, Lincoln, Neb.
I'lK (GRAM: Announcements
HOMES/ Toledo, Ohio
SPONSOR: Whitey Wrecking Co. AGENCY: Direct
i M'SULE CASE HISTORY: 750 government surplus
homes were sold during a spring and summer campaign
in spite of the fact that each home had to be moved from
the project where it was built to the buyer's own site.
One minute announcements were broadcast over WTOL
inviting the public to inspect the homes and from 1,500
to 2,000 people responded on an average Sunday. Run-
ning ]0 announcements a day the campaign cost the
11 hi ley Wrecking Co. approximately $450 per week and
was characterized by the station as its "finest success."
WTOL, Toledo. Ohio
I'liOGI! \ M : Announcements
HOMES/ Kansas City, Mo.
SPONSOR: Ruskin Heights
AGENCY: Direct
< APSULE CASE HISTORY: Ruskin Heights, a housing
development of 3,000 units, bought a weekend schedule
of 15 announcements on station HUB. Nine of the com-
mercials were scheduled after 7:00 p.m. on Saturday
night. Purpose of the drive nas to sell 48 homes. Re-
sults: That Sunday. Ill homes were sold. And during
the following three weekends, alien firm had planned to
continue the campaign, the schedule teas abruptly hailed.
because all of the homes acre sold.
Willi. Kansas City, Mo.
PROGR \M: Announcements
HOMES Silt Lake City
SPONSOR: Qualirj Builders AGENCY: Direct
I APSULI ( VS1 HISTORY: To attract attention to its
recently acquired building facilities, the advertise! placed
two announcements in the Gordon U\wn-K;u I Donaldson
program. Copy centered around one specific house and
tins ml libbed by Owen. The house, worth $19,500, was
sold to an interested listener within u period of two i/a\s
u/iri the second commercial. /•> " result, Quality Builders
decided to continue the dine on Kl))l.. Cost of the
participations <>n \2 and L3 lul\ was $20.00.
KDY1 . -..Ii I ake Cit) PROGR AM: Partii ipations
HOMES/ Real Estate
SPONSOR: Assoc. Realty Company AGENCY: Direct
( APSI I I. CASE HISTORY: To bring a suburban cottage
site, Kings Lake, to the attention of greater St. Louis.
tin's real estate company has been using a schedule of 12
10-second announcements per week through the summer.
Associated Rcull\ has found that its mail pull through
announcements has increased and large crouds drive
oiil on weekends to inspect tlw lots. Since these sites are
ideal for both summer and n inter activities, the company
is continuing the schedule on a '*/./."" basis.
k\(lk. St. I oui-. M.
I'lK X. I! \M: Announcements
HOUSEHOLD/ Furnitu
re
SPONSOR: Welker Furniture AGENCY: Direct
(M'SULE CASE HISTORY: \\ el/.er was a new store in
the Shamokin area. Its management decided to use radio
primarily for a long-range advertising campaign aimed at
building up a sales gross of $100,000 annually within five
years. Welker bought a half hour Guy Lombardo music
show on Sundays, a daily five minute polka program and
spot announcements for a yearly billing of $4,000. ]) ith-
in two and a half years, the Welker Company was doing
an annual business in excess of $100,000. The radio ad
expenditure has been quadrupled since the store opened.
WISL, Shamokin, Pa.
PROGRAM: Two music shows
and announcements
HOUSEHOLD/ Furniture Suites
SPONSOR: Whitmire Furniture Co. AGENCY: Direct
CAPSULE CASE HISTORY: One segment of a regularly
scheduled daily quarter hour broadcast was purchased by
the sponsor for the specific purpose of advertising a
group of living room suites. As a result of the program,
titled Whitmire Harmony Time, tlie store sold five suites
of furniture at an average cost of $159.95 each. The
gross revenue attributed to the sales message broadcast
over WRFC came to over $800. The cost to the adver-
tiser was $7.15.
WRFC, Athens, Georgia PROGRAM: Whitmire Harmony Time
HOUSEHOLD/ Stock Reduction Sale
SPONSOR: McCallister Furniture AGENCY: Direct
i APSULI < ASI HISTORY: The McCallister Furniture
Co. staged open on a holiday to get a stock reduction sale
off to a good slur!. Only tiro media were used, an after-
noon newspaper and radio station hi 1. 1. Eight half-
minute announcements were scheduled during the morn-
ing of the sale-day prior to the newspaper s appearance
on the stands. Ted Scott, radio sales manager for KULA
reported that the client sold over $2,000 worth of mer-
chandise before the newspaper was even published. The
i ost oj the eight announcements tins $26.67.
Hawi
I'KOCIi \ M ■ Announcements
18
M'uvsolf
20 DECEMBER L956
Ratings make
them sign
the first time —
But it takes
results to
make them renew
WHB first all day and n
WHB first 360 out of 360
quarter hours. Tn and out of
home, Mon.-Fri., ti a.m. mid
night.
Latest
AREA PULSE
Willi first all day. Willi
first 263 out of 288 quarter
hours. 25 second place % 's,
none lower. Mon. -Sat., 6
a.m. midnight.
Latest
AREA NIELSEN
WHB first all day and night,
with 42.795 share of audi
ence. Will, first ever\
period. Mon. Sat., 6 a.m.
6 p.m.
Latest
HOOPER
WHB Brsl all day with
H'.i" i of audi i I ;
avi i age Mon. Fri., 7 a.m, 6
p.m. : Sat. s am. 6 p.m.
at WHB... 87% renewal
87% lit' Will;'- largest billing local accounts in 1955 . . . renewed in
L956! Will; has a higher percentage of renewals for both local and
onal advertisers than am other Kansas Citj radio station.
Sure, WHB dominates Kansas Citj on everj national survey. Sure,
Storz Station programming quality attracts tremendous audiences —
which in turn attract advertisers But it takes results to make local
come back for more. And will', is Kansas City's
Tall to the man from Blair, or Willi General Manager,
George \\ . Irmstrong.
WHB
10,000 units — 710 fees. Kansas < ity, M<
OH: r~
Today's Radio for Today's Selling
WDCY WHB WQAM
Minneapolis-St. Paul Kansas City Miami
Represented by John Blair & Co.
President:
TODD STORZ
KOWH WTIX
Omaha New Orleans
Represented by Adam Young Inc.
RADIO RESULTS
HOUSEHOLD Ktchcn Cabinets
SPONSOR: Long Bell Lumber Co.
AGENCY: Direct
CAPSULE CASE HISTORY: For a period of one month
the sponsor bought one noon-hour announcement six
days a week in order to move a stock of fir and birch
kitchen cabinets which it was offering at a 25% discount.
The offer ivas made during a usually slow remodeling
period but ivas nevertheless extremely successful. Ac-
cording to the sponsor over $2,400 north of business re-
sulted. The owner told the station manager, "We feel
this is a highly satisfactory return. Thank you very much
for delivering the customers." The cost was $54.
KMMO, Marshall, Missouri
PROGRAM: Announcements
HOUSEHOLD Sen a Then
SPONSOR: Lawrence Appliance
AGENCY: Givens & Davies
CAPSULE CASE HISTORY: A 60-hour continuous Sell-A-
Thon Broadcast directly from the advertiser's store re-
sulted in the sale of about $9,000 worth of electrical ap-
pliances and television sets. During the remote broad-
cast, all regular advertisers were given time. Unsold time
was devoted to promoting the special offers at Lawrence
Appliance, with contests and free gifts as well as cus-
tomer interviews featured. A highlight of the show was
a breakfast of hotcakes and coffee served to those at the
point of sale. Cost of the Sell-A-Thon was $600.
KGEM, Boise, Idaho
PROGRAM: Sell-A-Thon
HOUSEHOLD Freeze
rs
SPONSOR: Christensen's Farm Machinery AGENCY: Direct
CAPSULE CASE HISTORY: For a $994 ad outlay the
sponsor sold ivell over $100,000 worth of freezers and
refrigerators besides doing a larger than normal business
on his regular lines. The occasion was the International
I fun ester "crate sale" and the campaign used was
"KLMS saturation' spots. During the six week period
of the ad program the advertiser used 284, one minute,
run of schedule spots. Crediting KLMS with the success
of his sale, the sponsor said the cost of the campaign was
u ell In l,,ii one pei rent of the total sales volume.
Kl MS, Lincoln, Neb.
Pl!l ii. I! \M : \nnoiini emcnls
HOUSEHOLD/ Appl.nnces
SPONSOR: Montgomery Ward \GE\GY: Direct
i VPSUL1 < VS1 HISTORY: A recent sale of G. E. elec-
trical appliances bj Montgomery Ward in Spokane was
promoted by a run-of-schedule campaign featuring .'50
and 60-second announcements during <i three-da) A \/. 1
Sellathon. Cost of the campaign which ran L8, L9 and
20 Octobei was $1,000. KXIA promotion manager
Robert Moore, whose sin/ion made announcements
directly from stoic aisles, said the Sellathon increased
appliance sales In 1 3 1.4%.
KXLY, Spokane, Wash. PROGB \M: Ki incements
HOUSEHOLD Vacuum Cleaners
SPONSOR: United Vacuum Stores
AGENCY: Direct
CAPSULE CASE HISTORY: Originally, United Vacuum
Stores planned to advertise their General Electric Vacuum
Cleaners on a daily 15 minute program. The response
was so great, however, that only three shows a week could
be handled. The radio ads told prospective customers to
phone the station and salesmen would visit their homes.
Salesmen, each with a weekly quota of SI. 000 in sales,
tlien followed up the radio lead. The campaign ran from
23 January to 29 February and cost the advertiser $300.
' Results are terrific," said the client.
KNEB, ScottsblufI, Neb.
PROGRAM: Mystery Tune
HOUSEHOLD Scwms Machines
SPONSOR: Marshall- Wells Stores AGENCY: Direct
CAPSULE CASE HISTORY: To promote a one-day sale of
sewing machines Marshall-Wells bought a saturation
schedule of announcements on KFBB to run only on the
day of sale. Schedule consisting of 26 50-word spots ran
from 0:00 a.m. to 5:00 p.m. and cost $78. Lyle Monroe,
owner of the store, reported that as a result of the KFBB
11 hour campaign 93 sating machines acre sold, many
of them to residents of loans other than Great Falls.
llso, scores of inquiries were received from people
throughout the trading area.
KFBB, Gnai Falls, Montana PROGRAM: Announcements
HOUSEHOLD Ridio and Tv Sets
SPONSOR: E.l.lmuth & Co. AGENCY: Direct
CAPSULE CASE HISTORY: This dealer of Telefunl.cn
Radio and Hallicrafter Tv sets used one-minute announce-
ments for three-and-a-half months on the Pop and
Candleliulit Concerts, also in some morning slious. After
this period of time, company hud sold more sets than in
three-and-a-half years. Consequently, neu contracts were
signed for 1.200 one-minute announcements to highlight
same products. Cost of the original Telefunken and
Hallicrafter dine amounted to $1,5.00.
WDOK, Cleveland, Ohio PROGRAM: Announcements
HOUSEHOLD W.ndow Fans
SPONSOR: Sears, Roebuck
AGENCY: Direct
CAPSULE CASE HISTORY: With summer temperature
at 95 degrees, Sears, Roebuck of Omaha sponsored 12
one-minute announcements, all of which were aired with-
in the 6:00-7:00 p.m. hour. All commercials stressed
tfiat each $69.95 fan ordered would be delivered and
installed that evening. In a short time, the 59 fans in
stock were sold out. No other advertising medium was
used by the company. The cost of the 12 announcements
was $120 — or $10 per announcement.
KOWH, Omaha, Nebr. PROGRAM: Announcements
50
SPONSOR
29 DECEMBER 1956
Latest Omaha Pulse reveals: Except for 12 y4 hours
a week, KOWH is first in every daytime quarter hour
^ OMAHA -ffe OM^eX is KOWti
Ml
s
■■Z
Ami even those 12 *4 hours fin<l KoWII ;i close
second. Think of it— 228 out of 24(1 weekly
quarters more evidence, added to previous
figures, of KOWH's decisive dominance of
( iroaha Radio.
Hooper shows KOWH far, far oul in front, too.
So does Trendex, which gives KOWH top spol
in every time period!
This is the kind of market-dominance which
Storz Station iilc,-i>. programming and broad
((!(!<) kc) coverage make possible for national am!
local advertisers. Results prove it, too.
Ask the Adam Young man, or General Manager
Virgil Sharpe for details.
KOWH
OMAHA
' Pulse, Septt mi" r 1956, ! a.m. 5 p.m
Mon. s*it. I a and out of homt .
WDGY WHB
Minneapolis-St. Paul Kansas City
Represented by John Blair & Co,
WTIX
New Orleans
Represented by Adam Young Inc.
SI'(t\M)K
29 DECEMBER L956
51
RADIO RESULTS
SPECIALTIES Cameras
SPONSOR: Drug Store AGENCY: Direci
CAPSULE CASE HISTORY: A single one minute an-
nouncement over the Kitchen Club, a Monday through
Friday morning show, sold seven dozen cameras within
tivo hours and was repeated on a subsequent program
with tin- sale of six dozen more. The sale was one of a
series the client used to test the pulling power of his $155
a month investment in the quarter hour show. The pro-
gram, which has been running well over a year, was espe-
cially planned for the client who now spends 75% of his
ad budget on this and other WKEY programs.
WKEY, Covington, Va.
PROGRAM: The Kitchen Club
SPECIALTIES/Typewriters
SPONSOR: Lee Brother* Stationery AGENCY: Direci
CAPSUL] CASE HISTORY: In a 23-day period. Lee
Brothers Stationery run a drive on KHOX for typewriter
rental with option of purchase, with rental money going
toward purchase. Only announcements were used over
the 2'.'> days, at the end of which the company realized a
gross volume of over $5,000. Advertiser slated that lie
had sold more Remington portable typewriters than any
other dealer in the state of California for the same period
of time. Cost of the schedule amounted to $150.
KBOX, Modesto, Cal. PROGRAM: Announcements
SPECIALTIES Fabrics
SPONSOR: Waverly Fabrics AGENCY: Lawrence Kane
CAPSULE CASE HISTORY: In a recent campaign, Wav-
erly Fabrics scheduled announcements on about 50 sta-
tions throughout the I . 5. All stations offered a ]Q-cent
booklet on home decorating hints. In New England.
Waverly placed its message on WBZ-WBZA, Boston, in
Mildred Lail-nii's I Ionic Forum, Monday through Fri-
day, 9 :'M)-') : 55 a.m. The In in-city Hoston-Springfield out-
let produced 2,491 requests for the offer — at 41c per
inquiry. Lou cost-per-result prompted advertiser to re-
new for following campaign.
WBZ-WBZA, Boston and PROGRAM: Mildren Co/son's
Springfield, Mass. Home Forum
MUSICAL/L. P. Records
SPO\-'i|; llcconl Shop AGENCY: Direct
CAPSULE CASE HISTORY: A long-playing record, "The
Investigator" had just arrived in Seattle when it was
played on New Releases from the Record Shop. The
next morning, the shop experienced its greatest "run"
on a single recording in its history. Within a week,
volume on the record had reached S.510. According to
the llcconl Shop, the program is institutional in nature
and not designed for immediate stiles, which made the
merchandising results "reniat I, able." Cost: $21.
kl>\\ l\l. Seattle, Y\ PROGRAM: New Releases
MUSICAL Records
SPONSOR: H. P. Wasson & Co. AGENCY: Direct
CAPSULE CASE HISTORY: This department store select-
ed the station's Easy Does It show in which to promote
its record department. It set aside 500 records to be given
away as souvenirs during the three-and-a-half -hour re-
mote program. During the first 40 minutes of the shoiv.
all 500 records had been given away. Wasson s added
200 records for the after-school rush. These were gone
in a matter of minutes. As a result of this trial-run, a
schedule of announcements in the above program, in ad-
dition to a schedule in a woman's show, was slated.
W [BC, Indianapolis hid. PROGRAM: Participations
MUSICAL Cutars
SPONSOR: Summer's Music Store
AGENCY: Direct
CAPSULE CASE HISTORY: Early in 1956, Summer's
scheduled 20 announcements for the following 10-day
period, promoting Friday, the 13th, as black cat day at
the store. Featured in the promotion were records and
guitars. Early on the sale day, 600 record packages at
$1.00 each had been sold — also, 18 guitars at $15.95
each. According to the sponsor, results were more than
satisfactory, particularly since the 20 announcements
represented a cost of $60, a sales gross of $887.10.
WCHO, Wash. Court Hse., Ohio PROGRAM: Announcements
SUPER MARKET Denver, Colo.
SPONSOR: King Soopers AGENCY: Direct
CAPSULE CASE HISTORY: When King Soopers open,;/
its newest branch -tore in Denver a special radio cam-
paign uas purchased to promote opening day festivities.
100 chainbreak announcements ncrc broadcast over KLZ
over and above King: Sooper usual ad schedule, before
the first customer entered the ncic store. Cost of ad, led
coverage was $480 and according to the store manager
was responsible for lens of thousands of customers during
first five opening days.
M /■ Denvei PROGR AM: Announcements
SUPER MARKET Sonora, Calif.
s|'o\SOR: I'Vin Bmihers Super Markel AGENCY: Direci
CAPSUL] CAS1 history: The Foster Brothers One
Stop Super Market hurled a challenge at KROG with the
selection of one item to test the effectiveness of radio.
kl\()(, sold the super market w'v 20-SeCOnd announce-
ments at a cost of $27.50 it Inch were run mcr a jour day
period adjacent to morning and alia noon shows. II ithin
the four du\ period oi ci (.(III lugs of pea, lies were sold
and the stoic uas unable to meet the demand on the \i\tlt
da) in spite <>! the fact that due to a pom season the
peaches were ■•"1,1 mostly fot canning.
K i;< H .. Soiioki i ii.
I'liOOli \M: \m ncements
52
SPONSOR
29 IM ( EMBER 1956
10 New Orleans radio stations
look up to WTIX
(They have to. WTIX leads
them all, by a big margin,
in all-day share-of -audience)
Among New Orleans ' 11 radio stations, WTIX
has been a commanding first for some time now,
and with each passing daj grows upward and
onward, of 220 weekly quarter hours. 170 (new
high) belong to WTIX. which also has 40 2nd
place quarters, 10 thirds . . . and not a
single one lower !
Another look at new data shows WTIX with
double the audience of the -nearest network
competitor! And wait until you see the newest
Pulse! Wuff said. It's Storz Stations news,
music, ideas at work. Tut Adam Young to work or
look up WTIX General Manager, Fred Berthel»on.
-tfa/ti&d
UMX
New Orleans 16, La.
i continuing
broadcast audience.
THE STORZ STATIONS
Today's Radio for Today's Selling
WDCY
Minneapolis-St. Paul
WHB
Kansas City
WQAM
Miami
Represented by John Blair & Co.
President:
TODD STORZ
KOWH
Omaha
WTIX
New Orleans
Represented by Adam Young Inc.
SPONSOR • 20 DKCEMBER L956
53
MEMO:
TIMEBUYERS!
IN THE
FIRST
WORLD
WITH A
MILLION*
NOW — cover ALL Northeastern
Pennsylvania with 1 Vi Million
Sales-packed Watts!
Leadership . . Coverage . . Power!
GET THE FACTS!
Wilkes-Barre
Scranton
Call Avery-Knodel, Inc.
Quitk kuufo
IN SAN DIEGO
THE NATION'S
19th
MARKET
:>;
Agency profile
Fred Flanagan: Guitarist at heart
It's quilting time at K&E on a Friday night, and people are
walking resolutel) toward the elevator, . . . with some exceptions.
Four of those exceptions are just as likely to be walking the other
way, towards Fred Flanagans office, where they'll make themselves
comfortable, light cigarette or pipe as the case might he, and begin
talking tv copy for Mercur\.
"'That s when we produce our best ideas," says K&E's Fred
Flanagan, v. p. and copy supervisor for Mercury.
His four radio-tv copywriters have gotten used to odd working
schedules. At sponsor's presstime, one of the group. Harn Stoddart
was in Hollywood with K.&K producer consulting and supervising the
filming of a new series of seven Mercun commercials being shot In
I niversal Pictures.
"Each of our writers works closeh with our producers. Sort
"It's when we talh togethei informally that u e get out best ideas"
of a Bobbs) Twin- >ct-u|>." sa\- Flanagan. "Neil Quinn jusl came
back ft < 'in a week on the Coast on the same job. I've been out, and
Mill Fuess and Ed Hauser, the other broadcast writers in ihi> group
lia\ e been out on other locations."
The philosoph) behind this system is self-evident, according to
Flanagan: A l\ cop\ writer's job isn't finished until the com-
mercial's "ii the air.
Says Flanagan: "It's easj to tell which comes ln>t when you're
• reating a i\ commercial the picture. \ i\ copywriter has to know
tv production to the poinl where he could virtuall) gel a job as a
producer himself. \i the same time, our men are businessmen,
versed in their industry. The) read automotive journals, know sales
pi i iblems.
M'ONSOU • 2') in i i m hi i; 1956
Fred Flanagan feels thai the business "I writing successful t\
commercials actually requires a variety. "I interests on the pari ol
the writer. "We have musicians on the stall who score the com-
mercials."
After brief hesitation, he said. "I like to play the guitar nnself
at home."' and added sheepishly. "Of course. I'm no Segovia."
For most effective commercial writing he stresses the write] must
take an extensive responsibility. "We sil in on casting sessions, for
instance. Of course, there's an art director in our group who
visualizes our copy into story hoards. 1 nit we help translate these
ston hoards into actual film footage."
Writing live commercials presents an entire!) new sel of problems
to the writer. He has to conceive hi- commercial with studio
limitations in mind. For instance, feu New ^ ork studios are large
enough to accommodate more than one or two cars.
"Commercials can be fun, inform ami sell at the same time."
"To give live commercials greater viewer interest. we'\e been
using more rear-view projectors to vary the setting and also key
inserts," he told SPONSOR.
Key inserts are used to achieve certain "trick effect-" in live
television. For instance, in one commercial on the Ed Sullivan
Show, the viewers saw the announcer standing next to a Mercurj
dashboard, and seeming no taller than the dashboard. The effect un-
achieved by the use of two live cameras working simultaneously and
electronic matting which served to superimpose the image from
one camera onto the other without the real background behind the
announcer showing up.
"When you use live commercials for a ear. you have to plan in-
evitably upon using some film inserts as well in order to show
running shots." he added.
Flanagan, a fair-complected man age 39, has the easy informal
manner of an extrovert. He likes to work in an "open-door" atmos-
phere and encourages the free exchange of ideas between the crea-
tive people on the account.
"I set out to be a writer when I was in college," he recalls.
"But I've gotten so used to being aide to incorporate other people's
ideas into my work, that I've written a few short stories and articles
at home, and those I hash out with m\ wife."
A devout exponent of humorous exaggeration in commercials
("when the humor doesn't get in the way of the selling message |,
Flanagan has dabbled successful!) with humor on his own. In
a Readers' Digest article a few years ago. he invented a new system
of punctuations designed to give the print copywriter the same
advantages that radio and tv offer through voice inflections and
acting.
"Stan \lenil and I wrote the pine together." he says. "And we
came up with a whole batch of new punctuations, a la Victor
Borge. We made up stupendopoints for products that stupefy,
flabbergastricks for product- that flabberga-t. and mi-quotes. . .
"We wrote the story, to spoof cliche- in bad advertising. Toda)
I could add to it some t\ cliches that we particularly aim to avoid,
among them: 'out-of-the-factor) window' infatuation with products
and grinning lace- of consumers. We feel that the believable h
commercial talks to the viewer in simple, plausible term- about the
things that interest him. And, at their best, these commercials should
be in the mood ol the program in which they'll be -hown." ^
SUDDENLY play by play
broadcasting is old fash-
ioned. Now everyone
listens for
FAST BREAK— the new
concept in sports coverage
invented by radio-active
KMA! — You hear quarter
scores from 30 gymnasiums
in KMA land. The scores,
each quarter, and who
makes them — along with
lively music.
MUSIC WITH A
BOUNCE, BASKETBALL
WITH A BOUNCE
7:30 to 1 1 p.m. every Tues-
day, every Friday.
CONTACT your Petry man
for availabilities and special
rates on this new
FAST BREAK concept.
KMA
Radio central for all the
Mid-West
Headquarters Shenandoah, Iowa
SPONSOR
29 DECEMBER 1956
DO.
/ /< eekly listing of changes
in the advertising and broadcast fields
NEW AND RENEW
NEW ON RADIO NETWOR
SPONSOR
American Home Foods, NY
American Home Foods. NY
American Home Foods, NY
American Home Foods, NY
American Home Foods. NY
American Pop Corn. Sioux City, Iowa
Bristol-Myers. NY
California Prune & Apricot Growers Assn,
San Jose. Cal
Lanvin. NY
Life Savers-Beech Nut, Canajoharie, NY
Miles. Elkhart. Ind
Oldsmobile. Lansing, Mich
Ralston Purina, St. Louis
Seven-Up Co. St. Louis
Seven-Up Co, St. Louis
Sherwin-Williams. Cleve
Sterling Drug, NY
KS
AGENCY
Y&R. NY
STATIONS
CBS 202
PROGRAM, time, start, duration
Y&R, NY
Y&R,
Y&R
NY CBS 202
NY CBS 202
Robcit Q Lewis; Th 8-9 pm, 27 Dec, 3 |an; F 8-9 pm,
|an; Sa 11:05-12 n, 5 Nov, 29 Dec; 5 min segs
CBS 202 |uke Box |ury; Su 7:30-8 pm; 23, 30 Dec; 5 min segs
Y&R, NY
Hartman, Chi
Y&R, NY
Long, San Jose, Cal
North, NY
Y&R, NY
Mitch Miller; Su 8:05-9 pm ; 23. 30 Dec; 5 mm segs
Amos & Andy; M-F 7-7:30 pm: 26, 28 Dec, 2, 3, 4 Jan;
5 min segs
CBS 202 Bing Crosby, M-F 7:30-7:45 pm : 27. 28 Dec; 5 min segs
ABC Breakfast Club; W 9:35-9:40 am; 12 Dec
NBC 191 News; 5 min on the hour 7 days per wk; 7 am-11 pm; '2
spon; 14 |an; 52 wks
CBS 201 House Party; Tu 3-3:15 pm, Th 3:15-3:30 pm; 8 (an; 13 wks
_CBS 20 Stock Market News; M-F 6:10-6:15 pm; 19 Nov to 21 Dec
ABC Breakfast Club; Tu & F 9:55-10 am, W 9:15-9:20 am; 8
Jan; 52 wks
Wade, Chi MBS Various programs: various times; 1 Jan
B-other, Detroit ABC Sugar Bowl Came; Tu l:45-concl; 1 jan only
Gardner, St. Louis MBS Checkerboard Sand Club; M-F 12:45-12:55 pm; 7 Jan
'sou regional)
JWT. Chi CBS 202 Bing Crosby; M-F 7:30-7:45 pm; 5 min segs; 12. 18, 19, 26
Dec only
JWT, Chi CBS 202 Amos & Andy; M-F 7-7:30 pm; 5 min segs; 5. 10. 11. 17
only
F&S&R, Cleve CBS 201 Arthur Codfrey Time; W 10:30-10:45 am; F 11:15-11:30
am (every 4th wk); 2 Jan: 26 wks
DFS NY 4BC My True Story: M-W-F 10:05-10:10 am; 4 Feb
RENEWED ON RADIO NETWORKS
SPONSOR
Assemblies of God. Springfield, Mo
Atlantis Sales Corp, Rochester. NY
Bristol-Myers. NY
Bristol-Myers, NY
Drackctt Co, Cm
Drackett Co, Cm
Dromedary Co NY
Dromedary Co NY
Dromedary Co, NY
Ex-Lax, Inc., NY
AGENCY
Bennett, Chi
R. A. Foley, Phila
BBDO NY
Y&R, NY
General Foods, White Plains. NY Y&R, NY
Ralph H. Jones, Cin
Y&R. NY
Bates. NY
Bates. NY
Bates, NY
Warwick & Lcgler, NY
STATIONS PROGRAM, time, start, duration
ABC Revival Time: Su 10:30-11 pm; 6 Jan; 52 wks
ABC My True Story; W & F 10-10:05 am alt Tu 10-10:05 am O
Th 10:05-10:10 am; 2 Jan; 52 wks; 2 segs per wk
ABC Breakfast Club: Th 9:05-9:10 am; F 9:15-9:20 am; 3 Jan;
52 wks
ABC Breakfast Club; M 9:35-9:40 am, 9:40-9:45 am; Tu 9:30-9:35
am: W 9:35-9:40 am; F 9:20-9:25 am, 9:40-9:45 am; 31
Dec; 52 wks
ABC Breakfast Club; Th & F 9:35-9:40 am; 3 Jan; 52 wks
ABC Breakfast Club; W 9:40-9:45 am; Th 9:50-9:55 am: F 9:30-
9:35 am; 2 Jan; 52 wks
ABC My True Story; Tu & Th 10:10-10:15 am; 1 Jan; 52 wks
ABC When A Girl Marries; W & F 10:30-10:35 am; 2 Jan; 52 wks
ABC Whispering Streets; Th 10:50-10:55 am; 3 Jan; 52 wks
ABC My True Story; M-W-F 10:15-10:20 am: 31 Dec; 52 wks
ABC Breakfast Club; Tu 9:25-9:30 am; 1 Jan; 52 wks
NEW ON TELEVISION NETWORKS
SPONSOR
American Gas, NY
Brown & Williamson, Louisville, Ky
Carling Brewing. Cleve
Colgate-Palmolive. NY
General Cigar Co. NY
B F. Goodrich, Akron
Hazel Bishop. NY
Hoover Co, North Canton, Ohio
Johnson & Johnson. New Brunswick, NJ
Kellogg, Battle Creek, Mich
Oldsmobile, Lansing
Philip Morris, NY
R. J. Reynolds, Winston-Salem
Sherwin-Williams, Cleve
US Time Corp, NY
AGENCY
STATIONS
L&N, NY
Bates, NY
Lang, Fisher & Stashower,
Cleve
L&N, NY
Y&R, NY
BBDO, NY
CBS 127
NBC 160
CBS 6
CBS 139
ABC
CBS 113
CBS 99
Burnett, Chi
Y&R, NY
Burnett, Chi
Brother, Detroit
Burnett, Chi
Esty, NY
F&S&R, Cleve
CBS 108
CBS 101
CBS 175
ABC
CBS 127
CBS 139
CBS 73
Peck. NY
NBC 129
PROGRAM, time, start, duration
Playhouse 90; alt Th 10:30-11 pm; 10 Jan; 39 wks
Pro Basketball; Sa 2:30 pm-concl; '4 spon 5. 19 Jan & 2,
Feb only
Pro Hockey; Sa 2 pm-concl: 5 Jan; 10 wks
Mr. Adams & Eve; alt F 9-9:30 pm ; 11 Jan; 52 wks
John Daly News; M-F 7:15-7 30 pm; 10 Dec
Burns & Allen; alt M 8-8:30 pm; 31 Dec; 20 wks
You're On Your Own; Sa 10:30-11 pm : 22 Dec; 52 wks
Garrv Moore; Tu 10-10:15 am: 8 Jan; 26 wks
Ga'ry Moore; alt F 10:30-10:45 am: 11 Jan; 52 wks
Name That Tune; alt Tu 7:30-8 pm: 27 Nov; 52 wks
Sugar Bowl Came; Tu 1:45 pm-concl; 1 Jan only
Playhouse 90: alt Th 10:30-11 pm; 3 Jan; 52 wks
Mr Adams & Eve; alt F 9-9:30 pm: 4 Jan. 52 wks
Arthur Godfrey Time; W 10:30-10:45 am; 2 Jan: 26 wks
Steve Allen; Su 8-9 pm: 13 Jan to 28 April
16
RENEWED ON TELEVISION NETWORKS
SPONSOR
Bristol-Myers. NY
Colgate-Palmolive NY
Ford Motor Co. Dearborn, Mich
General Electric, Schenectady
Gerbcr Products. Fremont. Mich
Johns Manville. NY
Pharmaceuticals, Newark
R J Reynolds. Winston-Salem
A. E. Staley. Decatur. Ill
Westinghouse. Pittsburgh
Yardley of London, NY
AGENCY
Y&R. NY
Brown. NY
JWT. Detroit
BBDO NY
D Arcy. NY
JWT. NY
Kletter, NY
Esty. NY
R&R, Chi
Mc-E, NY
Aycr. NY
STATIONS
CBS
145
CBS
133
NBC
168
CBS
152
CBS
98
NBC
35
CBS
89
CBS
189
CBS
75
CBS
99
CBS
62
PROGRAM, time, start, duration
Alfred Hitchcock Presents, Su 9-9:30 pm ; 6 Jan; 52 wks
Bob Cummings; alt Th 8-8:30 pm; 10 Jan; 26 wks
Ford Show; Th 9:30-10 pm ; 3 Jan to 26 Sept
CE Theater; Su 9-9:30 pm; 23 Dec; 52 wks
Bob Crosby; W 3:30-3:45 pm: 9 Jan; 52 wks
Meet The Press; alt Su 6-6:30 pm; 6 Jan: 52 wks
Sunday News Special; Su 11-11:15 pm; 6 Jan; 52 wks
I've Cot A Secret; W 9:30-10 pm; 2 Jan; 52 wks
Carry Moore; alt F 11:15-1130 am; 11 Jan; 52 wks
Studio One; M 10 1 1 pm ; 7 Jan; 52 wks
Carry Moore: alt F 11-11:5 am; 4 Jan; 52 wks
56
SPONSOR
2'> Dl( 1.MHKH ]i)r>6
BROADCAST INDUSTRY EXECUTIVES
NAME
FORMER AFFILIATION
Paul, asst radio sis mgr
Byron E. Anderson KSTP. Inc. Minn-St.
Donald Ansel WMAQ, Chi. sis
Joe Bartus
Richard Beescmeyer Don Lee Television. Hy, acct exec
James E. Blake KSTP. Inc. Minn-St Paul, asst nat tv sis mgr
Robert Cinader California National Productions. NY. staff asst to vp
James S. Dugan KOOL-TV Phoenix, asst sis mgr
Herb Edelman Ti Ids & Cantz. Hy, acct exec
Joseph B. Epperson WEWS, Cleve, chief engineer
Box Fox KFWB, Hy, sis
Vinton Freedlcy, Jr. NBC radio net, nat sis mgr
Eugene Cordon KABC-TV, LA, head film editor
Carl Harold WTVJ. Miami, regional sis mgr
Peter Hlinka WEWS, Cleve, sis
Ken Light
Joseph Lutzkc WNBQ-WMAQ, Chi, sis service super
Donald L. Perris WEWS, Cleve, various
Fred Rucgg CBS. asst dir labor relations
Ted M. Shuster NBC TV, NY, sis service cep
Heyward Siddons KOA-TV, Denver
Ernest E Sindelar WEWS, Cleve, super & dir
John Slocum Carvel Nelson & Powell. Portland. Ore, acct exec, r-tv dir
NEW AFFILIATION
Same, nat radio sis mgr
WNBQ, Chi, sis rep
WHBC, Canton. Ohio, sis
KNXT-CBS Tv Pacific Net. Hy, sis acct exec
Same, nat tv sis mgr
Same, dir program planning & devel
KWWL-TV. Waterloo, Iowa, nat sis mgr-midwest area
KDAY, Santa Monica, acct exec-sis
Scripps-Howard Radio, Cleve, vp for engineering
KDAY, Santa Monica, sis
TV Dept, NY, vp, member board
ABC tv, Hy, asst to tv coordinator, Walt Disney Studios
Same, asst to nat sis mgr
Same, Ohio advtng sis mgr
WDCY, Minneapolis, sis
WMAQ. Chi, sis rep
Same, asst to gen mgr
KNX, Hy & Columbia Pacific Radio Net, gen mgr
Young Television, NY, sis
Same, tv program mgr
Same, operations dir
KCW-TV. Portland, Ore, sis
ADVERTISING AGENCY PERSONNEL CHANGES
NAME
Arthur Arlett
Allen C. Bishop
Robert N Clark. Jr.
Paul A. Connolly
Milton F, Coulson, Jr.
Louis E. Dean
Pat Freeman
Eugene J. Cramm
Vernon Kunert
Mark Lawrence
Jace Leach
James Lehde
FORMER AFFILIATION
West-Marquis, vp
R&R. Chi, acct exec
Wank. McDonald & Lee, SF, partner
Vick Chemical, asst regional dir, International Div
MacM-J&A, Bloomficld Hills. Mich, creative dir-Pontiac
acct v
Kudner, NY, acct exec
.Canadian Assn Advtng Agencies, gen mgr
MacM-J&A, NY, creative dir
Allis-Chalmers. Milwaukee, production-advng dept
MacM-J&A, NY. tv-r dir
Republic Stcel-Berger Div. Canton, Ohio, asst to advtng mgr
Weisfields. Inc
Murray W. Marshall Batten Films, Toronto, lab super
Leslie S. McMahon MacM-J&A, Toronto, mgr
J. Stanley Moore Crawley Films, Ottawa, senior producer-dir
Jack Newell BBDO, NY, media buyer
Holly Shively R&R. Chi. head timebuyer & bus mgr
Monte Solkover . ..Pacific National Advtng, Seattle, production mgr
Charles Strauss Ogilvy, Benson & Mather, NY, acct super
Rolland W. Taylor _ FC&B, NY, exec vp
John Whitehead Willis Advtng Ltd, vp, acct exec
NEW AFFILIATION
Hoefer, Dieterich & Brown, SF, exec staff
Same, also vp
DCS&S, NY, asst acct exec
C. J. LaRoche. NY. merch dept
.Same, also vp
Same, vp
FC&B, Toronto, vp, gen mgr
Same, also vp
Meltzer, LA. production mgr
Same, also vp
Griswold-Eshlcman. Cleve, asso acct exec
Pacific National Advtng, Seattle, asst production mgr
S. W. Caldwell. Toronto, super, Caldwell workshop
Same, also vp & dir Canadian branch
McKim, Montreal, r-tv production super
BBDO. LA. media dir
Same, also vp
Same, acct exec & production coordinator
Same, also vp
Same, vice chairman, bd of dirs
FC&B, Toronto, senior acct exec
NEW FIRMS, NEW OFFICES (Change of address)
Collomatic Corp has opened a Hollywood office located at 7313 Santa
Monica Blvd
) M Hickcrson Inc.. NY. has moved to 551 Fifth Ave
James R. Needles Advertising, SF. has become The Mailing Mart with
new quarters at 1069 Howard St
N N Pcrlstein Associates, new marketing consultants, begin operations
Jan 1. Offices will be in 333 Bldg. Chicago
P R M., Inc.. NY, has changed its name to Associated Artists Pro-
ductions Corp
Sapphire Films. Ltd.. has opened a New York office at 420 Madison Ave
Sven Thornblad Sales Engineering, NY, new agency, has offices at 240
E 35th St i i l
United States Borax & Chemical Corp will have new headquarters for
three of its divisions 'Pacific Coast Borax Co. United States Potash
Co. and the eastern sales office of 20 Mule Team Products Div) at
50 Rockefeller Plaza. Offices to be occupied about June 1
STATION CHANGES
KELP & KILT (tv), El Paso, have been sold to Joseph Harris, Norman
Alexander & Richard E. Jones, owners of KXLY & KXLY-TV, Spokane
pending FCC approval
KCON. Portland-Oregon City. Ore, has become an affiliate of NBC radio
net
KCW. Portland, Ore. has joined ABC radio net
KNOK Fort Worth, Texas, has been sold to John Klugc
KPIC. Cedar Rapids, Iowa, has appointed Dcvncy & Co natl reps
KSWM & KSWM-TV. Joplm, Mo. became KODE & KODE-TV upon their
purchase by WSTV. Inc.
WBAT. Marion. Ind. has appointed Everett-McKinncy natl reps, effective
1 Jan
WFTC, Kinston, NC, has been sold by Town and Country World Wide
Productions, pending FCC approval
WCAT Utica, NY. is now an affiliate of ABC radio net
WHAR. Clarksburg, W. Va.. has been sold to Harrison Corp, subject to
FCC aoproval
WIND Chi. is now owned by the Wcstinghouse Broadcasting Co
WKBV Richmond. Ind. has appointed Evcrctt-McKinney natl reps, effec-
tive 1 Jan
WKBW, Buffalo, will become affiliated with NBC radio net effective
Jan 1
WKNB & WKNB-TV. West Hartford, Conn, are now owned by NBC
WNHC. New Haven, will become a basic ABC affiliate effective 7 Jan
WOL. Washington. D. C has appointed Grant Webb natl reps, effective
1 Jan
WRAD Radford. Vir. has appointed Robert S Keller natl reps
SPONSOR
29 DECEMBER L956
57
**
* m*
* r».
t H
I
:
ow to shoot a black cat ... in a coal mine
/ ■"'<.<■■: J ' ■ •
/*</■;.
■mm
An intriguing idea— and no longer ^
impossible— thanks to Eastman Tri-X ,0 (
Reversal Safety Film, Type 7278 wrj
(16mm only). \
Twice as fast as Super- X Reversal, ..
Tri-X is of greatest value for shots
when light is at a premium, for jobs
like newsreel service. Process it with-
out a hitch— interchangeably with
familiar Plus-X Reversal Film.
Here again is manifest Kodak's V
stated policy to provide an Eastman >v
Motion Picture Film for every purpose.
\
"£
4;#*
l^S
,y#^v % / . ,
Agents for the sale and distribution of
Eastman Professional Motion Picture
Films, Fort Lee, N. J.; Chicago, III.;
National and regional \}><>t Inns
in u or/, turn or recently completed
SPOT BUYS
TV BUYS
Block Drug Co., Jersey City, \. .).. for its Nytol non-habit forming
sleeping tablet, is lining up availabilities for a national campaign
which starts in more than 50 markets mid-January. Filmed minutes
will be slotted as announcements <>r participations during nighttime
hours onl) with a frequency of three to five per market per week.
Final strategy has not been set. hut it's probable that the campaign
will run at least 26 weeks and as much as 52 weeks in a series of
three to four flights. Nytol was introduced in a big spot tv drive
about a year ago in the same number of major metropolitan
markets. Buying has just started, \gency: SSCB, New York.
Buyer: Ira Gonsier.
RADIO BUYS
The Nestle Co., White Plains. Y "> .. for it- brown grav) mix.
moves into some 20 markets in the .Northeast in Fehruan for a
four-week drive. Daytime transcribed minutes are being used in
the regional marketing area. Nestle's likes short-term campaigns
and maintains a polk) of frequency product, market and media
switches. \genc\ is McCann-Frickson, New York. Biner: Virginia
Conwa) . Bu\ ing is not completed.
Naragansert Brewing Co., Cranston. R. I., moves into the eastern
hall oi Massachusetts for a four-week campaign 14 January. Client
maintains 52-week schedules on t\ in its six-state New England
marketing area but in radio the brewers prefers in-and-out coverage,
hitting each area at least once with a saturation dri\e during the
year. The pattern: 20 to 100 announcement- per week per market;
it uses transcribed minutes am hour of the daj or daj of the week
which offers good availabilities. This upcoming drive is for the
new imperial quart size (38% ounces) of the company's Croft
Banquet Me. \geuc\ is Cunningham & Walsh, New York. Buyers:
Jerem) Sprague and Jack Bray. Buying is almost finished.
RADIO & TV BUYS
Carter Products Inc., New "i ork, for it- \ni.l .ream deodorant.
is extending its current 13-week schedules for two more month- in
some 150 radio and 100 television market-. Campaign will now
continue through March, with one-minute transcribed and film com-
mercials. Buying is almost completed. Agency: SSCB. New ^ ork.
Bin er : Steve Suren.
59
Digest of the week's developments
in advertising and the air media
News and Idea WRAP-UP
ADVERTISERS
The growing use of radio by air-
lines can be traced l<> the growth
of domestic tourisl class fares. When
tourist faro brought air trip costs
down to the mas- pocketbook, the)
also brought the airlines to radio.
This is an observation 1»\ T\\ A. I \\ \
also points out that their tourist Might-
-t. ii led six years ago -their radio spol
campaign five \ ears back.
Trans-American (the old North
\inerieaiii is a heaw radio user and
has LOO' i tourisl flights.
U. S. Steel's "Operation Snow-
flake" lias turned into a radio ava-
lanche according to reports from
BBDO. While I . S. Steel used other
media for its first two "Snowflake"
promotions, this is the first year for
radio.
U. S. Steel started the radio cover-
age by buying 2.000 spots on 54 sta-
tions i with an estimated penetration
of ;;.V, of all I . S. homes). Then the
company offered a free sales kit to
ever) radio station in the countr) to
encourage sale of time to retailers as
a tie-in with '"Snow Hake." By 12 De-
cember there were 1,588 responses.
Requests were much giealei than an-
ticipated. The kit- contained: bro-
chures, -ale- ideas, commercials, edi-
torial features and et's, pin- tips on
how to sell time to retailers, distribu-
tors, banks and utilities. "Snowflake"'
contests were conducted across the na-
tion.
Slenderella has picked a winner for
its Commercial-of-the-Year contest.
(ant Ray, KMOX, St. Louis, received
a week's vacation in Nassau for the
most "effective approach to Slender-
ella's ad\erti-ing message." Portions
of Ra\ s commercials are being sent to
250 radio stations with agenc) nota-
tions on the quotes. Management As-
sociates of Connecticut i- the agenc)
for Slenderella.
General Motors continues its trend
towards sponsoring network specials
with the purchase of the \BC TV and
lladio broadcasts of the Sugar Bowl
Game on 1 Januar) b) the Oldsmobile
Division plus the pre-game warm-up
signed for b) the A..C. Spark Plug
Division. Also G.M.'s Buick Division
has bought the Orange (Jowl Game on
( BS for \ew Year's Day. The Olds-
mobile and A.C. Spark Plug agenc) is
I). P. Brother. Kudner is Buick's
agenc) .
AGENCIES
Madison V\eime. which often gets
the needle for being interested onl)
in mone) and martinis, can take a
Im,w I. ii instigating what i- probabl)
the biggest benefit ever staged In the
broadcast industry.
The giant variet) show in behalf of
Hungarian relief which was carried b)
all the major radio and t\ networks
on Christmas Da) was pitched to the
webs b) Ruthraufl X Ryan. And the
idea was sold and production started
in 24 hours, just eight days before air
date.
Aside from \\)(. Radio and TV,
CBS Radio and TV, NBC Radio and
TV, and MBS. the -how was carried
b\ \rnied Forces Radio and I N Ra-
dio. \ global hook-up. Fred Coe pro-
duced with Tom Loeb assisting. George
\\ olf of I\\H superx ised.
Young & Ruhieam has made a sec-
ond $100,000 college scholarship grant.
The grants will go to award scholar-
ships at liberal arts colleges to deserv-
ing students plus grants-in-aid to pri-
vately-endowed colleges attended b)
scholarship winners. CBS has similar
scholarship grants made to schools
from which certain top executives have
graduated. . . . S. G. Johnson & Son.
Inc.'e realignment of agenc) assign-
ments now stand- like this: FCB has
auto waxes, insecticides and a new
product to be introduced after the
first ol the yea i : l!M? has Glade. Paste
Wax and Jubilee: M.l! has Hard Gloss
Glo-Coat, Stride. Pride plus industrial.
RADIO STATIONS: Km- Kringle does
double duty foi WICU, I i ie ••• ith I ■ ii<tx to
Santa -how for kill- and foi covers i check
TV STATIONS: WTTV, B] nington, [nd.,
The Magit < loci, kid -Im.« -n- 20.0110 mail
n ponses lo first anniversary pi i/> off< 1
COMMERCIALS: 1 ascade Films uses special
effects to create new Kleenex commercials
character. "Manners" to sell new napkins
SPONSOR
2') DECEMBER 1956
The proof is A.R.B. for
Nov.
1956!
u usands o' «*"! r W Sot
To the thousa» h^AC^
t^«eS " ~V entettai«^nt-
the best 10 I
survey ot
« this survey prove
The results o § yoU
wotchi«fc O* combined" .
7 days a « he next sta
in WLAC-TV
Your eonndence-
« • trUSt "; U strive to uphoW.
A trust «e «'"
VVLACTV.Cnaun^5
. Reprinted trorn ^
■ r^Trennessean
Mashvi«ie
,nd NashV'He
Banner,
Dec
Audience
The Souths Great Multi-Market Station
T. B. BAKER, JR.
Exec. Vice-President & Gen. Mgr.
ROBERT M. REUSCHLE
(General Sales Manager
THE KATZ AGENCY
National Representatives
Beginning 1 January Miller. Mac-
kay, Hoeck & Hartung will handle
all phases nl Rainier Beer advertising!
for Sicks' Spokane Brewer) . . . . N. W.
iyer is realigning its staff timebuying
assignments effective the first of the
year.
1956 has been a big year for agen-
c\ mergers. The latest Geare-Mars-
ton. Philadelphia with Ruthrauff \
Ryan. . . . Ingalls-Miniter Co. will be
retitled [ngalls-Miniter-Haughej Co.
as of 1 January. Newest name in the
firm is thai "I \\ illiam J. Haughe)
who i- v.p. and genera] manager.
REPS
John Blair & Company executive
vice presidenl Robert Eastman com-
mented this week that spot radio's up-
surge in 1956 can he attributed to a
large extenl i<> radio's revolutionar)
almost-as-it-happens national and in-
ternational coverage and its on-the-
spot local coverage. He pointed to
progressive radio stations such as
WOW1. Miami, the first station to get
a transoceanic telephone call through
I" the I .S. Consulate in Tel-Aviv and
the Israeli Consulate in Berne. Switzer-
land and London: \\ HDH. Boston,
which broadcast the news of the \n-
drea Doria three minutes after the
first SOS signal: \\ I1B. Kansas City,
the only radio station west of the
\lis>issi|i|>i to have a full-time corre-
spondent on hand during the entire
rescue operations of the twin plane
disaster in the Grand Canyon; WOW,
Omaha and WDSU, New Orleans,
which have stafTs of correspondents
' \\ ( >\\ has 122) in strategic locations
in their cities.
Eastman says this coverage has been
accomplished at comparatively low
cost. Both WDSU, New Orleans, and
WOW. Omaha, for example, have es-
tablished methods of payment that are
highlj satisfactor) to both station and
correspondents. They are paid by the
news scoop and are given by-lines on
the air. Stations have recruited corre-
spondent- with equal ingenuity. WF-
BR. Baltimore, found out the names of
everybod) in town who had telephones
in cars, and the) now have 22 <d these
people who are WFBR reporters and
who immediatel) phone in to the sta-
tion any accidents, fires, or news-
worthy happenings the) see while driv-
ing in and around Baltimore.
SOUND -FACTOR"
u
WSRS
ON
GREATER CLEVELAND'S
JSTU^TBER 1 STATION
SOUND FACTOR DISCOUNT PAYABLE ONIY
TO RECOGNIZED ADVERTISING AGENCIES
BY WSRS. INC , CIEVEIAND IB. OHIO
Jaek Wooly, manager of CBS
Spot Sales. Hollywood, begins a
leave of absence to become Special \--
sistant for Public Affairs to Secretar)
of the Navy, with headquarters in the
Pentagon, Washington, D. C. . . .
Blair Television Associates an-
nounced the appointment of Arthur
Stringer, sales manager of television
station KTYR. Denver, as manage]
of the Chicago office of Blair. Mr.
Stringer replaces Donald Ward, who
will enter the Chicago Theological
Seminar) to become a minister.
ASSOCIATIONS
"Baling Hypos'" — or the pros and
eons of contests and giveaways and
their effects on local station ratings
was the theme of a hoi debate at the
RTES luncheon in New ^ ork last
week. The pros were handled b) Gor-
don B. McLendon, executive directoi
of KLIF, Dallas. The cons b) Robert
Leder. general manager, WOR, New
York. Kill'. In the wax. is the station
that just made what i- probabl) the
biggest single outright giveawa) in
broadcasting — a check for $50,000.
McLendon 's points in favor ol con-
test and giveawa) promotions: I I I
there is no appreciable direct or short
run effect on local ratings, according
to surveys on KLIF and other stations.
l2i While rating hypos were noted
when giveaways were new. the novelt)
has worn off. (3) There is an indirect
long run value of stimulating talk
about the station and adding excite-
ment. (4) Contests and giveaways are
onl) one kind of promotion and a
small part of the over-all picture, t ."> i
Various forms ol promotion should he
carried on ">2 weeks a \ear. i (» I These
comments in favor of giveaways do not
"Thank goodness it's only you, Pop.
KRIZ Phoenix said we could expect
Santa about this time."
SPONSOR
L)() m:< EMBER 1956
include the type of gimmick where
prizes are offered listeners answering
the phone and falsely stating that they
are listening to a given station.
Leder's points against contest and
giveaway gimmicks: ( 1 I Offers of
prizes to listeners answering the phone
and identifying the station they are
listening to as the one giving the prize,
make a shamhles of ratings. (2) This
type of gimmick inflates ratings and
mav wind up making them useless. He
cited one station. KSON, San Diego,
as dropping a rating service because of
this situation. (3) Contests and give-
aways also dilute the attention to the
advertiser's message because the lis-
tener must be on his toes to catch hid-
den clues. l4l The audience attracted
In giveaways is not stable and will
change to another station as soon as a
higher bid is offered. (5) This type
of promotion shows lack of creative
ability, imagination and salesmanship.
It also plays down to the audience.
(01 Vloncv is no replacement for solid
entertainment and service.
TV STATIONS
KTRK-TA has come up with a show
that the audience can just listen to
(shades of radio). And — the Houston
station reports that the new program.
Soundtrack, is a sales success.
\\ illard E. Walbridge, v.p. and gen-
eral manager, feels the success of the
two-hour early morning show is due
to the fact that it enables "viewers to
enjo\ television in those early morn-
ing hours without having to sit in
front of the set."
WPIX, New York, received a grand
total of 125.000 entries in their Pop-
eye drawing contest. . . . KGW A>1-
TV, Portland, Ore., has marked up
the first regularly scheduled local
simulcast in the Portland market.
Wblfard Ford Motor Co. has signed a
26-week contract to sponsor the hour-
long western varietj -how. . . . Wiede-
mann Brewing Co. presented its
Wiedemann Vward to all three of
Crosley's Ohio t\ stations for their
outstanding merchandising job. An-
other award for Croslex . WI.W and
WLW-T received plaques from the
American Cancer Society.
KDKA-TV, Pittsburgh, is emphasiz-
ing public service with entertainment
values in two new educational show-.
Man-Space-Time and (ireat Moments
In History. . . . WJBK-TV, Detroit,
has donated broadcasting equipment
NOW . . . Hooper and Pulse Agree !
Radio Station in Houston is
BY AN EVEN WIDER MARGIN!
Hooper Oct.
Monday thru Friday
7 A.M.— 12 Noon
KNUZ 25.8
Net.
Sta.
"A"
— 10.4
Net.
Sta.
"B"
— 9.2
Net.
Sta.
"C"
— 15.3
Net.
Sta.
"D"
— 14.1
Ind.
Sta.
"A"
— 6.7
Ind.
Sta.
"B"
— 5.1
Ind.
Sta.
"C"
— 6.3
and Nov. 1956
Monday thru
Friday
12 Noon — 6
P.M.
KNUZ
30.2
Net. Sta. "A"
— 11.4
Net. Sta. "B"
— 6.3
Net. Sta. "C"
— 12.1
Net. Sta. "D"
— 9.0
Ind. Sta. "A"
— 8.2
Ind. Sta. "B"
— 6.3
Ind. Sta. "C"
— 10.7
*%gjgg -
Now . . . K-NUZ is the leader by a GREATER
MARGIN — Yet the rates are Low, Low, Low!
loin the Rush for Choice Avails.
In Houston the swing is to RADIO and
Radio in Houston is . . .
HOUSTON'S 24 HOUR MUSIC AND NEWS
National Reps.: Forjoe & Co. — Southern Reps.:
New York • Chicago • Los Angeles • CLARKE BROWN CO.
San Francisco • Philadelphia • Seattle Dallas • New Orleans • Atlanta
IN HOUSTON, CALL DAVE MORRIS, JAckson 3-2581
SPONSOR
29 DECEMBER L956
63
to \\ I A x- 1 \ . Detroit's educational t\
station. The equipment is valued at
over $43,000.
\\ I I'\ . Bloomington, Ind., had a
contest in celebration of the first birth-
da) of its kid show. The Magic Clock.
Prizes offered were just a doll and a
-mall chair and table, hut over 20,000
entries were received. . . . WRCV-TV,
Philadelphia, presented a two-week
nightl) scries ot live, local telecasts in
behalf of the American Red Cross
Hungarian Relief.
RADIO STATIONS
Here s a sports show idea-at-work
from KM A. The Shenandoah, la., sta-
tion has a unique concept for sports
coverage. Former!) two broadcasts a
week were carried giving play-by-pla)
descriptions of basketball games. This
type ol programing brought in some
revenue and gave small retail mer-
chants an economical advertising out-
let, liut listenership was low over the
89-count) area. Onlv fans of the two
schools invoked were reallv interested.
K\I\ queried listeners and found out
thai man) just listened for scores.
The new plan works this wa\ : First,
the station went to 30 big schools in
the area and lined up a facult) mem-
ber to phone in. collect, the quarter
-cores alon- with name of the high
scorer and number of points. Then the
station set up a program from 7:30 to
1 1 p.m. on Tuesda) and Frida\ nights
called Fast Break. They use a -ports-
minded disk jockey to play records
and when the scores are phoned in an
attention-getting beeper signals the
show out of the music and into the
-con-. Fast-breaking news stories are
also carried.
Sales-potential of the -how is excel-
lent, says KMA. The) can line up
merchants from the various teams'
home town- and sell them schedules to
he positioned next to the score reports.
I he station - revenue is over three
limes what it was when the station
used to go out and set up remotes of
the games. Crew used in new plan is
a total ol -i\.
Spon-ors attracted by the new show
include cand) kitchens, filling-stations,
cafes, cluhs and many other "little"
advertisers. k\l\ also feels the pro-
gram possesses merit for national spot
advertisers and I N't i \ is now pursuing
that angle.
WICU, Erie, had Santa Claus
working on coverage data for
them this year. The station started
a Letters to Santa show on 3 Decern-
LISTENERS
WHO LISTEN
her. The program averaged over 400
letters a day and the letters themselves
carried over 39 different post marks.
WICl plans to follow-up with a mail
(overage map . . . W estinghouse
Broadcasting returns to Chicago
with the purchase of \\ l\l) made final
this week.
The \\ estern FM Network has been
formed bv KISW. Seattle: K.PFM,
Portland; KNEV, Hem,: KEAR, San
Francisco and Sacramento's new FM
station which is not on the air as vet.
Stephen A. (asler. acting secretary of
the association, ha- invited other West
Coast stations to attend the next meet-
ing in Carmel. Cal. on 2') December
. . . WMBI). Peoria, will broadcast
all home and awav basketball games
of Bradlev ( niversitv and the Peoria
Caterpillars. The Bradlev squad will
cover more than .">.()<)() miles and the
Cats will make a 1 I. (100-mile trek this
season. \\ MBD's sports director. Tom
kellev. will go along. Bradlev game-
are sponsored bv Travis Cadillac-Pon-
tiac of Peoria and the Caterpillar team
Iv Caterpillar rractor as a communit)
sen ice.
COMMERCIALS
The Film Producers Association
of New York last week previewed it-
new seminar on ways to improve com-
mercial film qualitv for Lever Broth-
el- and it- agencies (FCB, BBDO,
K&E, OB&M, SSCB and JWT).
Main point- brought out bv the film
pi oducers included:
i I i Need ot agenev and sponsor aid
in order to get networks and indepen-
dent stations to substitute 35mm for
1(> nun equipment i wherever possible)
and to modernize sound and recording
standards for the best transmission.
(2l Let film producer- in al the
earliest production planning stages and
$ft€/ People
LISTEN TO
. SAN DIEGO'S ADULT RADIO STATION
Listen
92<y<
KGB IS SAN DIEGO S ONLY
STATION WITH AN OVERALL
AVERAGE ADULT AUDIENCE
OF 92%.
NIELSEN . . . FEB., JUNE '56
1360
ON THE DIAL
FIRST IN SAN DIEGO
MUTUAL DON LEE RADIO
CALL YOUR H-R REPS
FOR FULL DETAILS
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BIRMINGHAM
THE Voice OF ALABAMA
John Blair & Co.
64
SPONSOR
2') DECEMBER L956
also lei the producer keep control
of filming qualities particularly print
processing.
(3) Keep the technical side simple
where possible — since complicated ef-
fects, reduction and mass printing are
all down-grading Factors where qualitj
is concerned.
i 1 i \ll<>\\ more time for planning,
production, lal> work and inspection of
prints.
Kleenex is aboul to launch a new
commercial character which maj
give Bert and Harry a run for their
money, filmed 1>\ Cascade Film Stu-
dios. Hollywood, the spots introduce
Kimberly-Clark's new Kleenex Table
Napkins and feature a live character
who appears to he onlj two feet tall.
He is "Manners."" a diminutive hutler
whose job in the commercials will be
to sell the large-sized paper napkins as
• direct for all occasions.
Manners is played hv an actor who
is actuallv six foot tall, bill trick pho-
tograph) and the use of outsized props
reduce him to doll size. Foote. ("one
& Belding, the Kleenex agency, expects
their tin) hutler to be "one of the
most-talked about tv characters in the
country." The spots will make their
debut on NBC TV's Perry Como Show
and ABC T\ 's Damn Thomas Show.
NETWORKS
P.I.B. figures for network tv gross
billings for October I9.">6:
' < increase
Net Billings over l(r,:>
ABC 86,812,183 +15.')',
CBS 20,468,769 +23.1',
NBC L8,267,063 +17.<>\
Figures for the first In months of
1956:
ABC $63,306,036 • 64.0$
CBS 183,280,533 +18.2',
NBC 1.52,744,029 +15.;!',
Total for all networks over the 10-
month period was 8399,330,598 as
compared to $328,648,613 in L955.
NBC's ''Color Memo** Number Two
i:ives this breakdown on color show-:
NBC TV— -51 hours a month
CBS TV — 15 hours a month
The memo predicts, advertisers will
put $150,000,000 into network color
programing in 1957. plus a lot Into
tinted spot tv. Philip Morris, for ex-
ample, has scheduled all-color spots
due to start on WNBQ, Chicago, and
FIRST
WFBL
IN SYRACUSE, NY.
That's Right ---FIRST!
and Growing Stronger Every Day!
The BIG Station
is FIRST . . .
MORNING . . . AFTERNOON . . . NIGHT
WFBL local selling personalities hold the biggest audi-
ence; have demonstrated real sales power; and serve
the fastest growing market in the East.
LOOK AT THE RATINGS:
HOOPER RADIO AUDIENCE INDEX
SI'ONSOR
2() DECEMBER l'J.ifi
SEPTEMBER- NOVEMBER 1956
SYRACUSE. NEW YORK
SHARE OF RADIO AUDIENCE
PERIOD
WFBL
B
C
D
E
Mon. thru Sat.
8 a.m. -12 noon
28.7
28.3
13.3
14.8
13.6
Mon. thru Sat.
12 noon-6 p.m.
29.5
2 1.6
1 0.9
22.6
14.8
Mon. thru Sat.
6 p.m.- 10:30 p.m.
29.4
12.5
13.0
29.1
12.6
One of the Founders Corporation's Group of Stations; Associated with KPOA and
Inter-Island Network, Honolulu; WTAC, Flint, Mich.; and KTVR. Channel 2, Denver.
Representative: George P. Hollingbery
mini i his
Your
subscription
to
SPONSOR
brings you
52 ISSUES
of the
ONE magazine
100% devoted
to tv/radio
advertisers and
agencies.
I -'• Form
Below To
Subscribe
SPONSOR
i W /.. 19 th Street
\<n )
„l. 17 .
i 1 want to receive
sponsor even
week i
• for n one year,
$10. □ two
years, i
i $15.
i Bill me later.
1 NAME
FIRM '
J TITLE J
J ADDRESS
I CITY
STATE
\\ RCA-TV, New York, after the first
of the year.
American Broadcasting-Para-
mount Theatres has floated a $60.-
000.000 loan. Purpose is to "finance
further growth including additional
facilities required in television," and
pa) off existing deht. . . . Three hig
specials hit in Nielsen's top 10
total audience report for the two
weeks ending 24 Novemher. This is
rather unusual in these days when
spectaculars are said to be on the wa\
down. The shows were: Producers'
Showcase ("Jack and the Beanstalk"),
The Chevy Shoiv (Boh Hope), and
Saturday Color Carnival ("High But-
ton Shoes"). They ranked (in order
mentioned above) two, eight and 10
in number of homes and two, seven
and 10 in per-cent of homes.
ABC TV will program the previously
dark Staurday 7 to 7:30 p.m. (EST)
period beginning 12 January. Skippy
Peanut Division of Best Foods will
sponsor This Is Galen Drake, varietj
show with some new twists. Guild.
Bascom & Bonfigli is the agency. . . .
NBC Radio has added $1,000,000 in
new business (net) with buys made
by Coldene, Ex-Lax, Lambert Pharma-
cal. Olin-Mathieson, RCA and an un-
disclosed major household cleanser.
. . . Amana is stepping aside for
lh ice weeks beginning in January to
let J. B. \\ illiams have alternate weeks
on the Phil Silvers Show on CBS TV.
J. B. Williams will feature their Lec-
tric Shave Potion and Aqua Velva
(campaign to tap all the gins who got
new electric shavers for Christinas?).
NBC TV's Nat "King" Cole Show
has picked up its first sponsor. Carter
Products goes in foi six alternate
weeks on the show (Monda) 7:30-7:45
p.m. EST) starting 7 January. . . .
Beat The Clock will move into the
Friday 7:30 to 8 p.m. (EST I time slot
when My Friend Flicka is dropped in
February. Hazel Bishop will continue
to sponsor. NBC Radio will extend
Monitor to Friday nights from 8:05
p.m. to 9:55 p.m. EST beginning 18
January.
The National Television Film
Council elected new officers at their
election meeting last week. For the
coming year the NTFC will be headed
by Dr. Alfred N. Goldsmith, electron-
ics pioneer and RCA-NBC consultant.
Other officers elected were: Lou Feld-
man (Du Art Film Labs), executive
v.p.; Sydney A. Ma\ers (Regent
Prod.), executive secretary; Sally
Perle (Central Casting!, general sec-
retary; Marvin Rothenberg (MPO),
production v.p.; Saul Turrell (Ster-
ling!, distribution v.p.; David O'Shea
(Weed TV), stations v.p.; Marshall
G. Rothen (K&E), agencies v.p.; Wil-
liam J. Reddick (W. J. German Co.),
laboratories v.p.: and Stan M. Cole
(Mel Gold Prod, i . membership v.p.
CBS used a closed-circuit test to
demonstrate the new Ampex video
tape recorder in New York last week.
Tapes of the Art Linkletter Shou were
made the previous da) and reports say
the results were impressive. \\ illiam
B. Lodge, v.p. in charge of engineer-
ing for CBS, predicted that the aver-
age viewer would not be able to tell
the difference between a taped show
and a live one. The Douglas Edwards
Neivs Show was disclosed to have been
using the video tape for its West
Coast repeats for three weeks prior
in the closed-circuit demonstration.
NBC also held a closed-circuit test of
the Vmpex process last week.
TOP BILLING for Michigan's TOP TV buy
UMllM
Natl Reps.
SPARTON BROADCASTING CO., Cadillac, Mich. weed tv
66
SI'ONSOK
20 I)l.< IMHKH 1956
FILM
Growth of co-sponsorship on the
film syndication level has been run-
ning parallel with similar growth on
the networks, hut spot co-s]H.nsorslii|i
has a flexibility i as well as some
complications) that is not found on
the tv chains.
Let's sa\. for example, that two
regional sponsors are interested in a
total of a dozen markets hut that only
six of these markets arc wauled bj
hoth sponsors. In other words, six
markets are wanted 1>\ one sponsoi
hut not by the other. Both clients can
still make a deal with the distributor
once co-sponsors arc found for the
clients in those markets where onh one
of them is interested.
\n actual case of this situation can
be found in the recent purchase of
Ziv's Men of Innapolis bj Carnation
Milk and Fuller Paint on the West
Coast. Market overlap for the two
clients was !'».V , but there were half
a dozen markets left over. Both clients
arranged for co-sponsorship with other
interested ad\ertisers.
Matty Fox's deal with the actor-
writers' and directors' guilds for pay-
ment for the post-1948 RKO films is
expected to put pressure on the other
major studios for a settlement of the
long-pending issue of terms to re-im-
burse creative talent for showing the
post-'48s on h.
SAG has formalK accepted a for-
ii ula worked out l>\ Fox (representing
C&C Tv) with SAG negotiators while
at presstime it was understood that
negotiators for the Screen Directors
Guild and the Screen Writers branch
of the Writers Guild of America
(West) had also accepted the formula.
More than $1 million will he divided
among guild members.
While the guilds do not regard the
Formula as a pattern for other majors
to follow, trade sources expect the set-
tlement to hasten agreements. Meet-
ings between the guilds and the \sso-
ciation of Motion Picture Producers
were ended temporarily in November
after failure to reach agreement.
Guihl Films reports Novembei sales
ot mole than s 1 . 1 million. Vmong
recent sales were a fourth regional
deal for Copt. David Grief (with Pearl
Ihewerv ol Texas) and sponsorship
of Kingdom oj the Sen h\ the Junior
League "I Columbus, 0. November
sales included a package purchase of
more than half a dozen shows 1>\ the
Triangle station-.
RESEARCH
Sonic interesting radio-tv facts
\ ju-l completed sur\e\ h\ the Uni-
\ersit\ of Michigan's News Service
have been brought out bj a stud) ol
last yeai - new-paper >lrike in Detroit.
>howcd : i I i I hat the t\ and amuse-
ments pages wen- the most missed sec-
t ions "| the papei . I ["his was ,\\-'
found to be true during the hhtc re-
cenl Cleveland newspapei -hike ac-
i "i ding to reports from suburban
newspapers in that city, i I '2 1 That,
while the majority ol the male popu-
lace in Detroit looked to outside pa-
pers to make up for the loss of their
i wn <itv- newspapers, the majority of
the women turned to radio and tele-
vision a- a prime replacement. ^
For 885,000 families
in New York
nothing takes the
place of good music
Nothing takes the place of
WQXR
50,000 WATTS
Radio Station of The NtU> York Timtt
WQXR'» weekly audience - 885.000 radio home*' WQXR'» daily audience -559,000 radio homes'
•Ciil.c CI'A, Dee. IfSS, I? county arm <m/».
SPONSOR
29 DF.CEMBER 1956
Survey after survey reaffirms that WNHC-
TV delivers more audience at lower cost
than the next five stations reaching the area
combined . . . 244% more than Hartford;
194% more than New Britain. And, a 30 7<
share of audience in Springfield against
the two hometown stations. Call Katz for
the proof: ARB, January 1956; PULSE,
October 1956; NIELSEN NCS #2, 1956.
WNHC-TV
NEW HAVEN-HARTFORD, CONN.
Channel 8
ABC-TV- CBS-TV
Represented by KATZ
operated by: Radio and Te,evision D.v. / Triang.e Publications, Inc. / *6th A Market St.., Phll.d.lphl. 39, Pa.
WF.I..AM.FM.TV. Pn,ladelphla, Pa./WNBF-AM.FM.TV. B I n c, h a m t o n , N.Y.
WHGB-AM. Harrlsburg Pa. / WFBG-AM . TV. Altoona, Pa. / WNHC-AM . FM . TV. New Haven-Hartford, Conn.
Nationa. Sa.es Office, 270 Park Avenue, New York 17, New Yor^
What's happening in U. S. government
that affects sponsors, agencies, stations
WASHINGTON WEEK
•ij
29 DECEMBER
Copyright IBM
SPONSOR PUBLICATIONS INC
Speculation prows whether a general Justice Department anti-trust suit against
the networks will he preceded hy a Grand Jury criminal investigation.
The procedure worked in the instance of the Department's moving against RCA-NRC
over the Westinghouse stations sale-trade and it may be tried again.
Justice has been pushing Congress in advance of the coming session to pass a law
giving the department the power to suhpoena and to compel testimony and the
production of documents.
The Department had used the Grand Jury device in Philadelphia to collect evidence
on the Westinghouse transaction and now it is telling Congress it would be simpler if the
Department had as much power as the Grand Jury in its investigations.
The Justice Department estimates it will take between six months and a year and a
half — probably much closer to the longer period — before enough evidence can be gathered
to start proceedings against the networks.
The waiting period was shortened considerably in the NBC- Westinghouse matter through
the use of the Grand Jurv.
If Congress fails to pass tbe kind of legislation the Department of Justice wants, it's
quite likelv the same short-circuit will be resorted tn with regard to the networks.
The FCfTs annual report, covering the fiscal year ending 30 June 1056, is chock-
ful of statistics, comment and general information.
Some of this data should be of useful interest to sponsors and agencies.
Following are the hishliehts of the report (with all revenue figures relating to calendar
year ending 31 Decemher 1955):
Total broadcast radio revenue: 8453.4 million: up about \°/t over 1054.
Total broadcast tv revenue: 8744.7 million: up 25.6% over 1054.
Broadcast revenue derived by the networks and their o&o's: 8374 million from tv: up
21.0%. 874.5 million from radio: down 11.8%.
Profits bv networks and their o&o's: (before income taxes 1 $68 million from tv: up
86.3%. From radio. $5.1 million: down 32%.
Network tv time sales: $225.0 million, of which 421 affiliates received $83.2 million
as their share.
Network radio time sales: $74.5 million: down 11.8%.
Total tv operating expenses for industry: $504.5 million: up 18.3%.
Total radio operating expenses for industrv: 8453.4 million: about the same.
Total profits for all tv: (before income taxes) $150.2 million: up 66.3%.
Total profits for all radio: (before taxes) $46 million: up 10%.
Commissions to agencies, reps. etc. : Of the $208.1 million derived from network and
o&o time sales. $57.0 million went for commissions. Of the 8383 million derived bv inde-
pendent station^. $50.8 million went for commissions.
Local income from tv: $125 million. (FCC did not report radio figures.)
Sales of station properties: Increased by 10% over 1055. Concern voiced over the
number of station transfers, particularly- trend "on the part of large investment inter-
ests and others to acquire stations." FCC also noted that there was "possibility that 'traf-
ficking' in construction permits was growing."
Complaints about commercials: FCC found nothing to censure or take action about.
Deceptive advertising: FCC asked the Federal Trade Commission to keep it advised
of complaints regarding deceptive advertising in radio and tv.
Community antenna svstem: FCC is considering taking over their jurisdiction.
SPONSOR
20 DECEMBER 1056
69
ONLY
WEEK!]
LD, YET.
. . . according to some people whom you know well, sponsor has
done the impossible.
Before our new weekly harnessed key news and key articles into
one indispensable use package for agency and advertiser readers,
the idea of a weekly slick-magazine with a strong news ingredient
was considered impossible and impractical.
Even the big consumer magazines, with their unlimited resources,
had never dared try it on a full-scale basis.
Yet after only nine issues, the weekly sponsor — ( 1 ) Has created
a wave of excitement and enthusiasm without parallel in our
field. (2) Is under close scrutiny by the largest firm of trade
paper publishers in the world. They believe that the new sponsor
formula is a step forward in trade paper technique and may
greatly strengthen several of their periodicals.
The weekly sponsor takes nothing away from the excellent news
magazines in the broadcast field. It has its own niche and its
own purpose.
In a nutshell, it's edited 100% for busy agency and advertiser
readers. It keeps them posted, week by week, on the essentials
of tv and radio advertising. It's of more practical use to account
executives, ad managers, timebuyers, and top decision-makers
than any other trade publication ever created to reach this field.
It's designed to be the preferred magazine for busy executives
who can read only one tv/radio publication.
As a result, six out of seven copies of sponsor go to advertiser
and agency readers ; circulation has grown 70% in less than
two years; advertising lineage is at an ail-time high; studies of
agency and advertiser reading habits show sponsor dominant in
its field.
The new sponsor weekly is especially suited to tv and radio
station ad messages. You can't do better for your 1957 campaign.
THE WEEKLY MAGAZINE TV/RADIO ADVERTISERS USE
ON YOUR
DESK
EVERY
FRIDAY
A roundup of trade talk,
(rends and tips for admen
29 DECEMBER
SPONSOR HEARS
The fantastic success of such consumer items as Kevlon via tv may be mislead-
copyright 1956 '"» others into the thinking that the magic screen can mesmerize the public into
sponsor publications inc. snapping up anything.
This obviously is not so — as two near-disasters now in the making will prove.
One of the products involved had a mechanical fault that backfired right in the middle of
the Christmas season. The other isn't packaged right for women — especially those who shop
hi super markets.
Since big tv and radio outlays are at stake, you'll be affected by this — either directly
in expenditures, or indirectly a9 a practitioner in the air communications field.
Colgate hopes to solve the problem of where to place its Brisk toothpaste
business in the next two or three weeks (worth about $3 million a year at Esty).
Tip-off to the kindly feeling existing between Colgate and Esty as they part: Esty
will continue to collect commissions on Colgate business running in January,
though all brands but Brisk leave the shop next Monday.
Who were the truly great salesmen of radio — the men whose creative, trail-blazing
qualities gave the medium its skyrocketing sendoff?
SPONSOR HEARS has collected these initial nominations to a "Hall of Fame":
NETWORKS
Ken Boice: One of CBS' original general sales managers, who had to apply ingenuity
of an exceptional magnitude against NBC, loaded at that time with 5 kw aces.
William Paley: He frequently left the store in charge of others while he roamed the
country drumming up business from the ad giants in Cincinnati, Detroit, Chicago, Pittsburgh,
und elsewhere.
Niles Trammell: His imagination, drive, and personality is stamped all over the busi-
ness to this very day. Others talked to early sponsors in terms of quarter hours; he sold
NBC in terms of hours and strips and star-studded programing.
AGENCIES
Milton Biow: Practically brow-beat his clients into the medium.
IliU Blackett, Jr.: Foresaw the value of daytime radio for P&G and others.
Koy Durstine: He overcame the shyness of BBDO's conservative clients.
Chet LaRoche: His ultra-enthusiasm for radio contributed mightily to what Young
ii Kubicam is today.
John Reber: Perhaps the smoothest operator of them all in digging a million out of
a JWT client for radio.
STATIONS AND NATIONAL SPOT
Leslie Atlass: Inventive and tough, he produced a long line of top Midwest (WBBM)
salesmen.
Scott Howe Bowen: The first rep to sell national advertisers on half-hour shows.
Ira Herbert: Built the disk jockey into a major industry for advertisers on WNEW.
Edward Pctry and Henry I. Christal, as a rep team: Aggressive and quick-acting,
they contributed enormously to spot's recognition as a vital tool for advertising.
Glenn Snyder: He piloted WLS into the lucrative farm market, not only sales-wise
but also talent-wise.
72 SPONSOR • 29 DECEMBER 1956
It's a National Record . . . another
bit of positive proof of the potency
of CKLW-TV in the Detroit area.
This fabulous rating is the October
and November average . . . earned
with only 6 shows! Where they're
listening and looking they're buying
— and in the Detroit Area more
people are buying where CKLW-TV
tells them to. Good spot for your
advertisers, don't you think!
GUARDIAN BUILDING
DETROIT 26, MICH.
J. E. Campeau, Pres.
Young Television, Inc. — National Repreienfofive
SI'(>\-M)K
29 DECEMBER 1956
73
ASKS
How well did color tv sets sales do this
Christmas and what is the long range outlook
Dave Wagman, Bruno-Neu York Inc.,
\ nt ) orh
lion color l\ sets arc moving is a
mis "ilfv" question. Hv that I mean
the whole thing is comparative. We
are selling about 50(1 sets a week, and
I think that's very good. At what point
do we decide that this will he the
'"normal sale- level" of color tv sets
I Hun now on? At what point do we
reach the basis for comparison for all
future judgment? And will the so-
called * normal sales level" be a nionev-
making proposition?
Obviously it's the "newness" of the
whole proposition that has everyone
concerned. With slight variations, we
"the jiuhlic
will eel itch')
have standards for radio and black-
and-white Iv sales. Hut with color
il - all in feeling your way. \ppaientlv
some manufacturers didn'l like the
"way-feeling business. Hut I think
the) II all be back into it before long.
I In- iiiu-i encouraging sign as far
as we're concerned is that there is a
stead) on rease in culm u sales. ( )f
course, it could be argued thai since
we -tailed from nothing the "iil\ \\a\
to go was up. Bui the ini rease has
been steady; a ver) health) sign to
me. Nun i- the usual violent Christ-
mas upsurge. Bui I am optimistic
aboul the Januar) let-down. I don't
think thai it w ill I"- too drastic.
I In increase in set sales seems to be
a direi t consequence of lh<- increase in
color programing. NBC and CBS are
programing 26 to 30 hours a week,
altogether. They are also putting the
color programs at better mass viewing
hours. If any one single factor will
push color sets, it's color program-.
Mure and more of them. Pretty soon,
the public will get itchy. How long can
they sit there — night after night —
being told that the program is being
broadcast in color — to the luekv few
who have color sets? Sheer exaspeia-
ation and "keeping up with the
Joneses" will drive the sets off the
shelves.
Why. there are many people who
spend evenings in bars because the)
happen to feature color tv ! From
there, it's a short step to an itch for
ownership. From there it's no step at
all to sales.
The sets have been improved me-
chanically; reception is 100' < better.
Prices have also been dropped. As a
matter of fact, it's the only industrv in
the U. S. in which the cost of its prod-
uct goes down — not up!
\- far as price-dropping goes. I'd
like to say a good word for RCA. Thev
have consistentlv -tiivcn to cut COStS.
Micv were the first to bring out a 111"
black and white set for $375. Thev
were the fust to introduce 21" coloi
sets at $495.
Do von realize that onl) a year ago
il was $595? In one short year, the)
reduced the price $100. We're in this
together manufacturer, distributor,
and dealer. With continued coopera-
tion like ibis, color tv has lo move.
Wallace Ccrmainc, Libert) Wusii
Shops, \ 'ii ) hi !■
Color iv i- going well, especiall)
RCA's. I do not regard the -ales as
either a curiosity oi a seasonal fluke;
1 think thev will continue In go well.
The reason for this is that I think we'll
-el mi a cycle, just as we did with
black-and-white.
By a cycle, I mean this: mure and
better color programs will stimulate
sales — sales stimulation will result jn
"lw has a
rumpUS I mini
price cutting — price cutting will result
in more sales stimulation. Mso add
mechanical improvements and bettei
factoiv service. \ml we II In' off on
a merry treadmill.
Of course, our sales problems at
I iberty are slightly different from the
average dealer. We cater to the upper-
bracket man. or what is vulgarly
known as class clientele. \s in all
operations of this type, our problems
aie laigelv promotional.
The Libert) customer i- generallv a
$ 10,000 per annum man 01 bettei . \l
his home, he has a rumpus u or a
playroom. Consequently, he feels that
a table model is just what he needs.
Broken down. I would sav that our
l\ sales arc about 7(1', b&W, 30^
color.
Each week, we mail invitations In
people i new and old CUSt( Tsl asking
them In drop in mi the show- at out
color salon. W e have color theatre
-eveial nights a week at our store. The
response is an amazing 40%- veiv
good indeed.
Another big boost to color iv has
been l!< ' \ - lice Imme trial offer.
Through Bruno-New ^ ork, it- distribu-
SPONSOR
29 l)K« ember 1956
tor, the) install the set in youi house
so you can watch it. I his "see foi
\ ourself proposition lias been .1
rumor-killer. I '«•< >| >i«- have < onstantl)
licard about Lad reception. Well, the
set is righl where the) ordinaril)
would use it, isn'l it?
As far as our new customers go, a
big factor helping us has been the
"new thing to buj " psychology . \ttc 1
all. before color came along, there -
been nothing new since radio except
television itself.
Leonard Agins, manager, n department
Km 1 ette Stores, \ eu ) <<//.
Color l\ is not read) yet. II anything,
it's very premature. Although our
sales are 5-1 over last year, it's still
not good enough.
First of all, good rerr|>li<>n depends
on an ideal location something not
necessan with black-and-white. How
many of our potential customers have
ideal locations? I ntil this "location
bug" is ironed out. rumors and word-
of-mouth will do us a lot of damage.
Secondlv. you need an experl to set
the thing correctly. He has to work
with meters to get the correct tone of
colors. And there are 15 different
colors! With a set-up like that, pit)
the poor viewer. The slightest thing
"l>n\ the
poor vieu er
wrong and he has to be a mechanical
genius.
In the third place, on all compatible
b&w-color set-, the reception ol black-
and-white is not good. The b&w has
a tendenc) to "drift." Result? W ell,
you have two sets in one, all righl
perhaps a good one in color, but a
lousv one in black-and-white.
Sales, however, arc up ovei last year.
RCA has a substantial lead. I'd say
price-dropping was the biggest factor.
Bui prices alone are not going to help.
Dating back to the earl) days of ra-
dio, everyone in the business has had
just reason to be proud of the perform-
ance of the sets offered to the public
Before sale* of color t\ receivers can
reallv start to roll, somebod) ha~ got
to lick the technical Ihijis. ^
there's a
NEW SOUND
for
SOUND SELLING
in Detroit
WVVJ's new Hi-Fi quality transmitter
makes station a better buy than ever
New transmitter, new phasing equip-
ment, and other technical improve-
ments have added even greater
distinction to Detroit's oldest and
most esteemed radio voice.
WWJ's high fidelity signal penetrates
with crystal clarity every corner of the
big, prosperous Detroit-area market.
Listeners enjoy a new high in brilliant
radio reception. Advertisers get more
. . . much more . . . for their money.
Buy the new WWJ for its great per-
sonalities, its crack news and sports
coverage, its NBC programming— and
its new Hi-Fi quality. Use this new
sound for sound selling in Detroit and
southeastern Michigan.
the new W WJ radio
NBC Affiliate
WORLD'S FIRST RADIO STATION
Owned and operated by The Detroit News
National Representatives: Peters, GrifTm, Woodward, Inc.
'
sroNsou
29 l)K( EMBER 1956
..">
Mime Cwwqi
h Son Tjiwjit —
Mm'i 1 9 tii MoAto
10]
RING OUT THE OLD
KGVO-TV
and in 1957
RING IN
KMSO-TV
The GIANT of Western
Montana has new call
letters
KMSO-TV
191,000 WATTS
MISSOULA, MONT.
v and radio
IEWSMAKERS
Frank White ha.* been elected senior vice
president, treasurer and chairman of the
finance committee of McCann-Erickson,
Inc. He was formerly chairman of the
hoard of McCann-Erickson Corp. I Inter-
UdM national and a vice president ol McCann-
^^^^c Erickson. Inc. (parent company I . The ap-
■Hi XVm pointmenl was announced in conjunction
with announcement of separation of cor-
porate headquarters from McCann-Erickson's New York office. Move
is planned in order to place the regional offices on equal footing with
New York. (See sponsor-scope, 22 December I. White has served
as an executive with three major networks. He joined CBS in 1937
as treasurer and later was appointed vice president. In 1949 he be-
came president and director of MBS. In 1952 he was made a vice
president at NBC and. in January of 1953. president and director.
James T. Aubrey, Jr. has joined the \BC
felevision Network and will be in charge
of programing and talent. Aubrev resigned
hi> position as manager of network pro-
grams for CBS TV in Hollywood to take
the position with American Broadcasting,
lie previousl) held the positions of gen-
eral manager of KWT. Hollv wood, and
the Columbia Television Pacific Network
from 1052 to 1956. In L956 he became the CBS TV network pro-
gram manager in Hollyw I. In commenting on the appointment,
Oliver Treyz, v. p. in charge of ABC TV, said it was "one of the most
critical and crucial" ever made bv the network and that ABC had
sel out to find a young man with strong network operation back-
ground combined v\ith experience in the creative program field.
Aubrej will be proposed as an ABC v. p. at the next board meeting.
Daniel E. Shea has been appointed senior
vice president ol marketing at Lennen \
Newell, Inc., according to an announce-
ment bv \do|ph Toigo. president. Shea
will also remain as management account
supervisor on the Stokely-Van Camp ac-
eoinil. Before joining Lennen \ Newell
four years ago. Shea served a> merchan-
dising director at Calkins & Holden for
two years and previous to thai field the same position at Cecil &
Presb) for one year. Prior to entering the advertising agency field.
he was sales manager for the soap division ol Armour ^ Companv in
Chicago For three years. For l«'l years before hi> association with
\ i r 1 1 • > 1 1 1 . Shea served with Lever Brothers at Cambridge, Mass.
During his last nine years al Lever Brothers, he was sales promo-
tion manager for tfie soaps and shortenings made bv that companv.
H'HNsitK
'2') DEI EMBER L956
ONLY THE SNOW... covers more Northwest
homes than KSTP Radio and Television !
Season 's Greetings
...and best wishes
for a happy and
prosperous 1957 !
iglg^^
Radio
50,000 WATTS
'IT Mi
Television
100,000 WATTS
OLIS • ST. PAUL Basic NB
Tkt^ /l/wt&werfk- Leaden? Qt&tfoK
Represented by Edward Petry & Co., Inc.
SPONSOR • 29 DKCEMBER 1956
77
participations or
full sponsorship
Amos #n Andy
The amusing antics of Amos, Andy,
Kingfish and Sapphire, Harlem's most
beloved characters, garner huge audi-
ences for advertisers, because the come,
dies appeal to the entire family.
Mon. thru Fri., 6 p.m.
•••••••••*•••*••
* Channel $
+ o *
{ Theatre J
•••••■A-**********
full length films
Mon. thru Fri., 11:15 p.m.
A selected group of top-quality full
length feature films, which include
many widely-acclaimed productions,
star an impressive array of famous
Hollywood artists. These excellent films
provide the perfect vehicle for late-
evening advertisers.
W MAR-TV
CHANNEL
SUNPAPERS TELEVISION, BALTIMORE, MD.
TELEVISION AFFILIATE OF THE
COLUMBIA BROADCASTING SYSTEM
Represented by THE KATZ AGENCY, Inc.
New York, Detroit, Komai City, San Fronctito,
Chicago. Atlanta, Dollos, Los Angeles
ork
Mitchell De Groofr, Paul II. Raymer, New York, comments: "Radio
will remain a great medium nnl\ if it takes steps l<> translate its
quantitative information into the qualitative." Mitch says it isn't
enough to know that a station with -oap operas attracts a large
older audienee and thai a station with rock "n roll attracts a large
younger audience. "'How much
older? How much younger? What
i- their sex. their purchasing pow-
er, their buying habits'.'"" Mitch
ask>. The answers to these ques-
tions, he sa) s, would : i I 1 Pro\ ide
the advertiser with the informa-
tion he needs to sell his products
intelligenlh . l2l Provide the sta-
tion with important selling points.
Station \ with a 3.5 rating ma\
lose a sale to station H with 4.5.
But. if station A could show the
advertiser that it could reach a wider segmenl of the advertiser's
specific market, station A would get the billing. (3) Provide the
station with programing data that would enable it to reach the S] e-
cific audience it wants. Raymer research showed that one of the net-
work affiliates dropped in share of audience in non-soap opera horn-.
Further research would show how to regain this basic audience.
Tom Buchanan, Everett-McKinney, New York, reports thai main
agencies and advertisers now realize that "switch"" or alternate l\
campaigns arc feasible when the original times -elected are unavail-
able. Tom cites the case of a petroleum compan) which had decided
thai a major part of its strateg) would be to sponsor a film show,
or a local newscast across the
board, on class "AA" time in one
of its major market-. "We were
unable to secure time for its film
-how. and all the newscasts had al-
read) been sold on a long-term ba-
sis," Tom says. "Consequently,
the station, in cooperation with us.
prepared an individual presenta-
tion loi the pi ospectn e advertise]
using ratings, coverage, costs
and research data w hieh showed
thai 20-second spot- in prime time
would accomplish it> campaign objectives at an equivalent cosl to
the initial idea. The advertise! subsequently bought the Bpots and
the results confirmed the station's presentation." Other advertisers
,md agencies who wanted cla— "AA" time, Tom point- out. have
found that class " V" and 'I!" and even "C" time often had the same
audience composition and a bettei cost-per-1,000 area coverage.
sponsor
2') DEI i Min i: 1956
THESE BOYS
are the BUYS
in Rochester!
— "^.
'\
ED MEATH
ANfD THE
"Musical Clock"
6-9:30 A.M. Mon. thru Sot.
Rochester's long-time top-favorite disc jockey
dominates our morning program schedule
which averages, from 6:00 A.M. to Noon. . .
33%
*
AND
"Lloyd's Unlimited"
3:30-6 P.M. Mon. thru Fri.
Less than seven months in Rochester, but zoom-
ing in popularity, Lloyd heads up our afternoon
line-up which averages, noon to 6:00 P.M.. ..
25%
*
. . . and, beside rating FIRST in share of audience in
the morning, and FIRST in the afternoon, we really
ought to mention that we're FIRST evenings, tool
24%
*
♦LATEST ROCHESTER
PULSE REPORT
OCTOBER 1956
NEW YORK
5,000 WATTS
Representatives; EVERETT- Mc KINNEY, Inc. New York, Chicago, LEE F. O'CONNELL CO.. Los Angoloy San Francisco
SPONSOR
29 DECEMBER L95G
79
SPONSOR
Advertising Council honor roll
Advertising agencies and coordinators who volunteered to
product* and spearhead 16 Advertising Council public service
campaign- during 1956 were awarded plaques at a pre-
Christmas lunch last week.
The list was long but the assemblage of 150 distinguished
guests, including top executives at virtually all national adver-
tising industry associations as well as New York agencies
and advertiser firms, listened attentively and with pride.
\- sI'onsoi; -at and watched the presentation, we were
impressed as never before with the industry in which we live
and serve. For advertising, which is fully occupied with its
own remarkable growth and problems, is rendering a service
to the nation never before equalled and the Advertising
Council is the instrument of initiation and coordination
which makes it possible.
Those honored by the Advertising Council served the
public on many fronts, including campaigns for better
schools, CAKE, the Crusade for Freedom. Hungarian Emer-
gency Relief, U. S. Savings Bonds. They deserve the warm
thanks ol the nation as well as their associates in advertising.
Coordinators honored were (alphabetically): James \.
Harnett, Rexall Drug; Robert W. Boggs. Union Carbide &
Carbon; Allan Brown, The Bakelite Co.; Felix W. Coste,
Coca-Cola; Hayes Dever, Capital Airlines; Russell Z. Filer.
Sunkist Growers; Palen Flagler, J. P. Stevens & Co.; W illiam
A. Hart. Advertising Research Foundation; F. G. Jewell.
American Can Co.; Robert R. Mathews. American Express
Co.; Kenneth G. Patrick. General Electric; II. T. Rovvc. Inter-
national Business Machine-: Leslie R. Shope. Equitable l.ile:
A. R. Stevens. American Tobacco.
Agencies honored for their work on one or more campaign •
were (alphabetically); N. W. Ayer; BBDO; G. M. Basford
Co.; Ted Bates & Co.; Benton & Bowles: Leo Burnett: Camp-
bell-Ewald; Compton; Foote, Cone & Belding; Bryan I Ion-
ton; YlcCann-Ei ick-on; Kulhraiill \ liyan; Schwab \ Beatty;
Jack R. Scott. Inc.: SSCB: JWT: Y&K.
THIS WE FIGHT FOR VetWOrk ratlin is
making big gains. But advertisers must have
figures on who's spending what in the medium.
We urge the networks t<> develop a hillings
yardstick for l(>~)7.
lO-SECOND SPOTS
Expert: Canipbell-Ewald ha- added
Betty Skelton, racing car driver, to
its Chevrolet copywriting group. Does
this mean car commercials nun stress
motors instead of upholstery?
Cone fission: Marcello \ idale, a
nuclear physicist, reports "a relation-
ship between the activity of radioac-
tive atom- and the activity of advertis-
ing in its effect on sales." So natch
out for those mushroom clouds over
Madison Avenue.
Recall: Our recent "Shakespeare on
Ratings" prompted a reader to remind
us what the late Fred Mien said on the
air about L5 \ear- ago. '" \ rating
service," said Allen, "is a device that
counts the grains of sand on the bot-
tom of a bird cage and thereby deter-
mines how many grains are in the
Sahara Desert."
Playing it safe: His wife being
enciente, Dick Karnow. d. j. at \l-
bany's WPTR, invited listeners to
guess dav and arrival time of bab)
and win an album of music from the
movie, Bundle of Joy. First call was
from a woman who -aid. "Before I
-end in ni\ guess. Id like to know how
frequently your wife's pains are com-
ing."
Use medium: GE, at its Schenectady
plant, is using closed circuit t\ camera
to line up and position five-ton gas
turbine shell sections. What's the cost-
per-1000 pounds?
Test-tube town: Gallup ^ Robinson,
Inc. makes Hopewell, N. J., its "Mir-
ror of America in its new \cli\a-
tional Research. As Hopewell acti-
vates, so activates the nation.
The bird: \ parakeet named Bill)
Hoy earned $100 in a WQAM, Miami.
contest for learning to sa\ : **I like the
new WOWl. 560 on your radio."
\oir if he can just learn the rale card,
Hilly Hoy is well on the um to being
a station rep.
Hmmm? From \. ). World Tele-
gram\ "Tom \\ . Judge has resigned
as l.a-tein manager. CBS Sport Sale-.
to become v. p. of sales for Closed-
circuit Telecasting System, Inc." /"•
those indooi or outdoor sports?
80
SPONSOR
2') in < imi'.i R 1956
time
K W K
TELEVISION
$758.00
invested in a daytime
KWK-TV campaign will buy
15 20-SECOND
announcements with
a total audience of
987,700 TV HOMES
a cost-per-thousand homes of
SEVENTY- SIX CENTS!
Daytime KWK TV offers an effective campaign in America's
NINTH MARKET at a cost within any advertiser's budget.
Popular local personalities and the daytime CBS network
lineup offer outstanding adjacencies and 20.9°0 MORE
AUDIENCE" than the number two station in St. Louis.
ARB NOV. 1956
Sign on 'till 12 Noon Monday thru Friday
Get the full story now from your nearest KATZ man.
@
TOP PROGRAMS
OF TWO NETWORKS
Represented Nationally by THE KATZ AGENCY INC
THE
N ST. LOUIS TELEVISION
C_3
KANSAS CITY
MARKET...
KANSAS CITY TRADE AREA As defined by Industrial
Economists of Federal Reserve Bank, 10th District)
KMBC-KFRM Coverage
latCo; TlUa G>vt***e KMBC- KFRM
?
When you buy spot radio coverage of the
Kansas City Market on KMBC-KFRM the
Kansas City Market is exactly what you
get. Not just a small segment. Not cover-
age beamed out of the market. KMBC-
KFRM covers almost exactly the Kansas
City Trade Area as defined by the industrial economists
of the Federal Reserve Bank in the Tenth District.
Now, with the opening of the new $160,000,000
Kansas Turnpike, reaching 236 miles to the southwest,
the Trade Area is tied closer than ever to Kansas City.
In programming as well as coverage, the KMBC-
KFRM radio team fits the Kansas City Trade Area like
a glove. It reaches the people who trade in Kansas City
— and have the buying power. It doesn't waste your
money on either the under-age urbanites or the "wild
blue yonder" outside the trade area limits. With KMBC
you get the high listenership you want in the metropoli-
tan area. The bonus station, KFRM, gives you the im-
portant rural and small city coverage — right where you
need it.
Only KMBC-KFRM offers you such tailor-made cov-
erage of the Kansas City Market for greatest radio
economy. And only KMBC has such tailor-made pro-
gramming for the market it covers. Music, news, sports,
farm service, women's programs— they're all part of the
KMBC-KFRM personalized radio that sells as it serves.
FOR CHOICE AVAILABILITIES on KMBC-KFRM contact your Colonel
from Peters, Griffin, Woodward, Inc. He'll tune you in on the New
Sound that's creating new sales in the Heart of America.
Pltf.r^ Griffin.
WOODWARD •"
Don Davis, President
John Schilling, Executive Vice President
Dick Smith, Manager, KMBC-KFRM-Radic
George Higgins, Vice Pres. & Sales Manager
Mori Greiner, Manager, KMBC-TV
KMBC V K°"s
• k!
i"i
tate of Kans
The personality radio stations that are
] ft in the\Heart/of America
and in television, the Swing is to KMBC-TV
Kansas City's Most Popular and Most Powerful TV Station
UATIQHAL b
Gi
I.
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